Boxoffice-May.05.1956

MAY 5, 1956 

/i/l&to^yt 

TictuAe SfJudAu 

The wrought iron touch was introduced by Boloban & Katz in redecorating the 

Granada Theatre in South Bend, Ind. The problem solved was providing a contemporary 

decor to a long, narrow lobby, with outdated architectural detail, bod lighting 

etc. Good architectural features were kept, the obiecHonoble covered up 

Arch L, Trebow of B&K originoted the idea and the Hanns Te.cherf Co. executed it. 

IN THIS ISSUE: 

MODiRM 

TlBATJli 

XECUTIVE EDITION 

Mill Nnrt Pagts of All Edlttofli

WHILE THE INDUSTRY IS 

STILL 

TALKING ABOUT THESE PREVIEWS- 

BHOWANI' 

BOMBSHELL! 

"BHOWANI JUNCTION" is a 

showman's dream. 

The Preview 

revealed AVA GARDNER in 

her most seductive role as the 

half-caste girl of many loves. 

STEWART GRANGER co-stars 

in a cast of thousands. 2 years in 

production. Filmed in Cinema- 

Scope and Color in Pakistan. 

It's 

a real BIG one! 

BOXOFFICE 

AFFAIR! 

"THE CATERED AFFAIR 

" 

is the 

talk of every Film Row following 

its sensational nationwide audience 

Previews in all exchange 

cities. A great cast: BETTE 

DAVIS, ERNEST BORGNINE, 

DEBBIE REYNOLDS, BARRY 

FITZGERALD. Fine performances 

including another great job 

by the star of "Marty." It's a BIG 

"AFFAIR"!

"Sing out 

the news 

about M-G-M'; 

'HIGH 

SOCIETY!" 

HERE'S ANOTHER 

BIG ONE 

JUST PREVIEWED! 

Bing Grace Frank 

HIGH AS 

THE SKY! 

M-G-M's "HIGH SOCIETY" had its 

first 

screening last week. Another blockbuster 

joins Leo the Lion's arsenal of 

hits! Imagine BING CROSBY, GRACE 

KELLY, FRANK SINATRA and Louis 

Armstrong and his Band and the first 

original COLE PORTER score for films 

in 10 years. The BIG ONES are coming 

one after another from M-G-M's HIT 

HEADQUARTERS and here's one of 

the BIGGEST! You'll be HIGH on 

M-G-M's "HIGH SOCIETY. 

ACT FAST! 

Top Showmen have booked it! 

"THE WEDDING 

IN MONACO" 

The Only Exclusive, Complete, Official 

CinemaScope and Color Featurette of this 

historic occasion. By arrangement with 

Prince Rainier III. 

Call M-G-M Immediately For This Hot Booking! 

M-G-M, 

HOTTEST 

COMPANY!

' 

j 

Wednesday, April 18, 1956 

Unusual Allen Pic 

Gigantic Effort 

"THE ANIMAL WORLD" 

( Windsor-Warnert 

tdior-Warnerf ) 

^kTV 

Irwin Allen, who wrote, directed 

and produced this Windsor production 

for Warners, has taken on the job here 

of telling the story of "The Animal 

World" on this planet, exclusive of 

man, from the beginning of creation 

to the present time. It is a really gigantic 

effort and obviously no pains 

have been spared to make it factual 

and impressive. If there are' any -flaws 

the presentation, any faults an 

dividual might find, they are sins of 

omission rather than commission and 

they are venial. If anyone doubts that 

audiences find this sort of science-fact 

endlessly intriguing, he has only to 

consult this week's Life magazine 

where one of the most popular picture 

magazines of our time is pursuing 

somewhat the same sort of anthropological-historical 

study with gratifying 

circulation results. And the Technicolor 

screen is capable of far greater excitement 

than any magazine page. 

The story begins with the creation 

of the earth, with the first appearance 

of single-cell animal life and follows 

it from the sea to the land. There it 

the development of prehistoric 

records 

beasts and records too, their death 

throes in stunning pictorial terms. It 

goes on to show how al! members and 

species of the animal world, from the 

ant to the elephant, came into being 

in the era of man and how each continues 

to this day. 

This brief summary does no justice 

to "The Animal World," because this 

is a major work, in conception and in 

execution, and the achievement is correspondingly 

great. One sequence, indicative 

of the magnitude of the film 

and one that is certain to be widely 

commented upon, is that of the age of 

dinosaurs. These great animals have 

never before been so realistically created 

as they are here and the violent 

scenes of their battles and final extinction 

have a terrifying grandeur 

about them and even—and here is the 

touch of genius— a kind of pathos. It 

may seem incongruous to shed a tear 

for a brontosaurus, but even these 60- 

foot reptiles are dwarfed and made 

pitiful by the cataclysms that Allen has 

devised to show their last days. 

If there is pathos and tragedy, there 

Charles Haas, 

is also humor. It is no discredit to 

fine natural e 

Allen's originality and creative ability 

to say that there is the same sort of 

tine of stock 

humor here that Walt Disney achieves mere sake of 

IS 

so well in his much smaller-scaled animal 

pictures. This is the kind of an- 

including ev' 

no lack of t 

thropomorphic humor that the critics between two 

invariably denounce and that audiences While the 

invariably take to enthusiastically. It it has enoug 

is good pacing, because it gives "The cations, pi 

Animal World" needed variety to contrast 

the fierceness and brutality that attention al 

played by 

is so much a part of any depiction of new sheriff 

animals, in any age or time. 

Richard 

There isn't a TV screen in existence fenced to f 

or conception that could do justice to three farm 

the magnificence of "The Animal Erickson. 

World." Irwin Allen, who received an town banP 

Academy Award for his previous film, group ii 

"The Sea Around Us," will certainly the gra 

be mentioned for similar honors with lowers 

"The Animal World." Put this on« break 

down as a blue chip product with extraordinary 

values for the exhibitor town to 

ers suspt 

providing it is presented to the customers 

for what it is: a unique film sheriff 

are com 

^^ 

on a subject never before covered in throughf''"'''-^"''''' ..'-i.u, is even mor 

anything like the scope and splendor important to this picture and it is 

if leceives here. 

new footage. It is magnificent. I 

color bylECHNICOLOR aWINC

*'A masterpiece ! 

A bell-ringer 

for the 

coming 

summer 

months!** 

M. P. HERALD 

"Fantastic 

revelations! 

Startlini 

photography! 

Combines 

scientific fact 

with top 

showmanship!" 

VARIfTY 

'Should not 

be missed 

by anyone 

Most unusual 

in drama, 

suspense and 

excitement!** 

SHOWMEN'S 

TRADE REVIEW 

"Should 

attract 

audiences 

FILM 

of all 

ages!" 

OAlir 

**A bigger 

and better 

picture 

than 

Academy 

Award 

winning 

'Sea 

Around 

Us'!** 

M. P. DAILY 

;0R PRODUCTION . WRITTEN, PRODUCED AND DIRECTED BY IRWIN ALLEN 

• PRESENTED BYWARNER BROS.

. 

THE NATIONAL FILM WEEKLY 

Published in Nine Sectional Editions 

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SHLYEN 

and Publisher 

DONALD M. MERSEREAU . 

Associate 

Publisher 8. Generol Monaqer 

JAMES M. JERAULD Editor 

NATHAN COHEN. Executive Editor 

JESSE SHLYEN. .. .Manoging Editor 

HUGH ERAZE Field Editor 

IVAN SPEAR Western Editor 

LARRY GOODMAN. Promotion Editor 

I. L. THATCHER. .Equipment Editor 

MORRIS SCHLOZMAN . Business Mgr. 

Publistied Every Saturday by 

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: May 

HUMPHREY ASKS JUSTICE DEPT, 

TO ANSWER EXHIBITOR CHARGES 

Senate Committee Head 

Cites Testimony on 

Decree Policing 

WASHINGTON—The Senate Small Business 

Subcommittee has asked the Department 

of Justice for a reply to exhibitor 

charges it has been lax in enforcing the 

Paramount consent decrees. Sen. Hubert 

H. Humphrey, chairman, requested written 

replies by May 20, the day before distribution 

representatives will answer exhibition 

charges before the committee. 

ASK D&J ACTION 

Statements made at the two-day hearing, 

when exhibition had its say, included the 

claim that many of the evils alleged "could 

be cured and might not ever come to pass," 

if the Justice Department would act aggressively 

under the consent decree. 

Wilbur Snaper, former National Allied 

president, complained that Loew's Theatres 

had been allowed to open a New Jersey 

drive-in in direct competition with nearby 

locally owned theatres, and that the Justice 

Department seemed to be more eager to 

help Loew's than did the company's own 

lawyers. 

Julius Gordon, National Allied secretary, 

charged distribution with more control over 

theatres now than when they owned many of 

them. He said that in foreign countries exhibition 

could go to the government and get 

reUef. 

Ruben Shor, National AUied president. 

caUed the Justice Department "inactive and 

acquiescent on film matters," permitting 

the companies to "ignore the decrees entered 

against them and violate their injunctive 

provisions with impunity." 

The Southern California Theatre Owners 

Ass'n asked for the creation of a fair trade 

practices commission with the power to settle 

trade problems. Dissatisfaction with the 

Justice Department was apparently impUed. 

MANY TO ATTEND 

In the meantime, the ranks of those who 

will be present at the May 21 hearing are 

swellmg. It appears certain that exlaibition 

will be as weU represented as distribution, 

though the former wiU appear only in the 

role of observers. Distribution has tentatively 

selected a committee of three consisting 

of Adolph Schlmel and Charles J. Feldman of 

Universal-International and Charles M. Reagan 

of Loew's, but it was more than likely 

that there will be others at the one-day session. 

The name of Louis Phillips, general 

counsel and vice-president of Paramount, was 

being mentioned as another passible witness. 

The Motion Picture Ass'n of America will 

be represented, as at the exhibitor hearings. 

It has been said that Eric Johnston, president, 

may attend to lend additional prestige 

to the case of distribution, but an MPAA 

spokesman doubted the report. Kenneth 

Clark, vice-president, and Sidney Schreiber, 

jjcrfisry and counsel, are certain to be there, 

Report Two Groups Seek 

To Buy Warners Stock 

NEW YORK—Wall street sources report 

two groups are seeking control of Warner 

corporation backed by Canadians originally 

interested in Pressed Metals of America, 

manufacturers of automotive products as 

well as mining ventures. They acquired the 

Warner backlog of 750 features early in March 

for $21,000,000. 

The other is a group headed by Louis R. 

Lurie, San Francisco real estate magnate, 

who negotiated for purchase of the Warner 

holdings in 1951. The deal fell through after 

several weeks of discussion, reportedly because 

of the objection of Harry M. Warner. 

Rumors began to circulate in financial 

circles during the final week of April that a 

new effort to take over the company was 

Bros. Pictures Co., Inc., through purchase of in the offing. Many did not take them .seriously, 

but the talk was sufficient to lift the 

the holdings of Harry M., Jack L. and Major 

Albert Warner which represent approximately stock two and one-half points to 23 on the 

25 per cent of the 2.474,275 shares outstanding. stock exchange early in the week. 

One group mentioned is headed by Louis Then the rumors really gained momentum 

Chesler, head of PRM, Inc.. an integrated and Serge Semenenko of the First National 

Bank of Boston was mentioned in connection 

with the maneuvers. Semenenko figured in 

as well as a spokesman from Hollywood representing 

production. 

Theatre Owners of America has named its 

group of observers. It wUl consist of Albert 

M. Pickus, vice-president: Alfred Starr, 

chairman of the executive committee; Herman 

M. Levy, general counsel, and George Kerasotes, 

assistant to the president. Myron N. 

Blank, president, is scheduled to return from 

Europe May 15, and he may attend. 

Abram P. Myers, National Allied board 

Hyman Also Seeking 

MGM Film Library 

NEW YORK—Elliot Hyman, president 

of Associated Artists, is among the individuals 

and groups sounding out Loew's, 

Inc., on the purchase of its MGM film 

library. He negotiated the purchase of 

the Warner Bros, library for PRM, Inc., 

controlled by Canadian financiers, and is 

said to be representing them in the approach 

to Loew's. 

A spokesman for Hyman said Wednesday 

(2) that he was ill at his home "and 

there will be no comment at this time." 

Loew's would not comment, except to say 

that several groups are interested. 

Arthur M. Loew, president, told stockholders 

at the annual meeting February 

23 that the film available includes 800 

silent films, 1,000 features with sound 

and about 1,100 shorts. Negotiations are 

difficult because would-be purchasers 

would like to buy outright and Loew's 

prefers to lease. 

the negotiations which resulted in the transfer 

of the Warner theatres to Stanley Warner 

after the divorcement decree took effect in 

1950. Warner Bros. Pictures received over 

$77,000,000 on that transfer. 

"There is no truth in the rumor that a deal 

is now being made with Louis Chesler for 

purchase of our stock," Jack L. Warner said 

Thursday (3) speaking in behalf and himself 

and his brothers, but his statement mentioned 

only 

Chesler. 

chairman and general counsel, who laid the 

groundwork for exhibition's case at the earlier 

hearing, will attend, but there will be no attempt 

to set up a committee. Myers said 

board members to be in Washington at that 

time have been invited to attend, if they wish. 

Coincident with a meeting of the Allied 

board in Washington May 22 there will be a 

meeting of the Emergency Defense Committee. 

Shor has invited TOA to attend the 

committee sessions, at which members will 

evaluate the preceding day's testimony of 

distribution and plan a continuance of exhibition's 

campaign against certain trade 

practices. 

NBC and Esther Williams 

Partners in Water Show 

NEW YORK—The National Broadcasting 

Co. has become a partner of Esther Williams 

in financing "The Aqua Spectacle of 1957," 

presentmg the swimming star, which will 

opven in late July in London and then tour 

the U. S. in a series of one-week stands in 

from 20 to 25 cities, starting in October. 

NBC will present the show live on television 

as a color spectacular early this fall 

either from its Brooklyn or its Burbank, 

Calif., studio. It will run 90 minutes. Mi.ss 

Williams also will appear in three other 

spectacular productions for the network over 

a two-year period and make guest appearances 

on NBC-TV programs. 

The star, who formerly was under exclusive 

contract to MGM, now has a contract to 

make three films for MGM in the next five 

years. She will start the first one in July 1957. 

She has appeared in 21 MGM films. 

BOXOFFICE 

: 

5. 1956

THE Patrons and Praisei 

,^ 

will go to 

? 

THE )PkOUD AND )PkOFANi 

i REASON 

#1 : 

Produced by Perlberg-Seaton 

From the producers of 

"The Country Girl" and "The Bridges at Toko-ri" 

—this one made to top them both! 

coming in the big boxoffice months ahead from X\A.RAMOUNT

: May 

FEATURE RELEASES RISE 11% 

IN NINE MONTHS OF 1955-56 

Total of 215 Pictures 

From 10 Majors, With 

24 Due in May 

By FRANK LEYENDECKER 

NEW YORK—The ten major distributors 

placed 11 per cent more features in 

release during the first nine months of the 

1955-56 season than in the same period a 

year ago. 

The independents likewise will show an increase, 

despite the fact that Lippert Pictures 

had 13 features in release last year and 

put only one into the distribution channels 

this year before going out of business. 

20 MORE THAN IN '55 

As the picture shapes up, there will be 

215 new features from ten majors for the 

period September 1955 through May 1956, 

20 more than in the same period a year ago, 

and approximately 20 releases from a group 

of independent distributors. The independents 

include Buena Vista, which distributes 

the Walt Disney pictures: American Releasing 

Corp., Associated Films, Distributing Corp. of 

America and Continental Films. 

More than one-fourth of the 1955-56 features—55—were 

in CinemaScope and color 

and 12 were in VistaVision, nine of them in 

color. This was a far higher percentage than 

in the previous nine-month period when only 

37 films were in Cinemascope and color and 

six were in VistaVision and color. In addition, 

the first nine months of 1955-56 saw 

seven featui-es in Superscope and color and 

the first of Republic's Naturama features in 

leased during the first nine months of the 

1954-55 sea.son. 

FIVE INCREASE RELEASES 

Columbia, Paramount, RKO Radio, Republic 

and Warner Bros, released more pictures 

dm-ing the first three-quarters of the current 

season than they did during the same 

period a year ago. United Artists and 20th 

Century-Pox released the same number of 

pictures for the same nine months of each 

season while of the other three companies. 

Allied Ai-tists released one more than in the 

nine months of the previous season, while 

both MGM and Universal-International released 

one less picture each. 

The new pictures for May 1956 total 24. 

in addition to "Three Outlaws" from Associated 

Film. Of these, half or 12 will be in 

color, including five in Cinemascope, two in 

VistaVision and one each in Superscope and 

in Naturama. The latter process is the new 

Republic widescreen .system and is being used 

for "The Mavericlj Queen." 

May Releases From 10 Major Studios 

ALLIED ARTISTS— "Navy Wife," starring Joan 

Bennett, Gary and Shirley Yamaguchi; 

Merrill 

"Thunderstorm," produced abroad with Linda 

Christian, Charles Korvin and Carlos Thompson, and 

"Screaming Eagles," with Tom Tryon and Jan Merlin. 

COLUMBIA— "Jubal," in CinemaScope and Technicolor, 

starring Glenn Ford, Ernest Borgnine and Rod 

Steiger with Volerie French; "Cockleshell Heroes," 

in produced England in CinemaScope and Technicolor, 

starring Jose Ferrer and Trevor Howard; "Autumn 

Leaves," starring Joan Crawford with Cliff Robertson, 

Vera Miles and Lome Greene. 

MGM— "Gaby," in CinemaScope and color, starring 

Leslie Coron and John Kerr with Sir Cedric Hardwicke, 

and "The Rack," starring Paul Newman, Walter 

Pidgeon, Anne Francis, Edmond O'Brien and Wendell 

Corey. 

PARAMOUNT— "The Birds and the Bees," in Vista- 

Vision and Technicolor, starring George Gobel, Mitzi 

Gaynor and David Niven with Reginald Gardiner. 

RKO RADIO— "Great Day in the Morning," in 

Superscope and Technicolor, starring Robert Stack, 

Virginia Moyo and Ruth Roman, and "While the 

City Sleeps," starring George Sanders, Ida Lupino, 

Dana Andrews, Rhonda Fleming, Howard Duff, Solly 

Forrest, Thomas Mitchell, Vincent Price and John 

Borrymore jr. 

Net Down, NT Putting 

Sullivan, Scott Brady and Mary Murphy with Wallace 

Ford, and "Thunder Over Arizona," with Skip 

Homeier and Kristine Miller. 

20th CENTURY-FOX—"23 Paces to Baker Street," 

in CinemaScope and color, starring Van Johnson 

and Vera Miles with Cecil Parker and Estelle Winwood, 

and "The Proud Ones," in CinemoScope and 

color, starring Robert Ryan and Virginia Mayo with 

Jeffrey Hunter. 

UNITED ARTISTS— "Foreign Intrigue," in Eastman 

Color, produced in Europe, starring Robert Mitchum 

and Genevieve Page; "Quincannon, Frontier Scout," in 

Eastman Color, starring Tony Martin, with Peggie 

Costle and John Bromfield; "Crime Against Joe," with 

John Bromfield and Julie London, and "Unidentified 

Flying Objects," a factual feature about flying 

UNIVERSAL-INTERNATIONAL—"A Day of Fury," 

in Technicolor, starring Dote Robertson, Mara Corday 

and Jock Mahoney, and "The Price of Fear," 

starring Merle Oberon and Lex Barker with Charles 

Drake. 

WARNER BROS.— "The Searchers,' in VistaVision 

and Technicolor, starring John Wayne with Vera 

Miles, Jeffrey Hunter, Natalie Wood and Ward Bond, 

and "Goodbye, My Lady," starring Brandon de Wilde, 

Walter Brennan and Phil Harris. 

"Three Outlaws," the Associated Film release, is 

in Suoerscope and stars Neville Brand, Bruce Bennett 

and Alan Hale. 

Unprofitable 

Properties Into Productive Uses 

LOS ANGELES—A decrease of approxi- 

consolidated net income 

mately $350,000 in its 

for the first half of the current fiscal year 

as compared to the same period a year ago 

was disclosed Thursday (3) by National Theatres 

in a report to stockholders by president 

color. 

Elmer C. Rhoden. The net, after all charges, 

In addition to these 72 features in color in 

for NT and its subsidiaries for the six months 

the widescreen processes, there were 34 other 

just ended was $923,806, equal to 34 cents 

features in color during the first nine months 

a share on 2,715,186 shares of common stock 

of the 1955-56 sea-son—a total of 106 pictures, 

outstanding. This compares with a net of 

almost half of the total 215 features released 

$1,280,549, or 46 cents a share on 2.769,486 

during this period. Almost the same number, 

shares outstanding, in the corresponding 

107, were in color out of the 195 pictm-es re- 

period ending March 26, 1955. 

For the 13 weeks ending March 24, 1956, 

the consolidated net was $720,753. or 27 cents 

a share, slightly less than last year's figure 

of $734,133, also approximately 27 cents a 

share. 

Rhoden said that results of the first few 

weeks of the current third quarter are almost 

identical with the same week last year, but 

predicted that improved grosses and profits 

will materialize during the remainder of the 

period because upcoming bookings are "of 

better quality." 

During the second quarter, the net was 

bolstered by $271,000 realized from the liquidation 

of unproductive and unprofitable real 

estate properties. For the 26-week period 

the net from this source was $202,000. Comparable 

amounts included in last year's earnings 

comprised $30,000 for the second quarter 

alone and $17,000 for the 26 weeks. To date 

29 theatre properties and 24 non-theatre properties 

have been disposed of for a total net 

gain of $821,000. 

Citing examples of how unprofitable properties 

are being put to productive use, 

Rhoden called attention to the fact that NT 

has constructed a group of store buildings on 

part of its holdings in Wichita and a supermarket 

in Stockton, Cahf., for a grocery 

chain. An old hotel in San Francisco is 

being razed and will be replaced by a twostory 

auto park, while an unused theatre in 

Oakland, Calif., also will be replaced by an 

auto pai-k, thus converting an annual loss of 

$22,000 into a minimum operating profit of 

$25,000. 

The NT executive also declared negotiations 

are pending for the sale of "substantial" 

real estate holdings under which the 

circuit will lease back the theatre portions 

of the buildings. These transactions will 

enable the company to reduce its debt, 

Rhoden said, and will improve its cash position 

to provide for diversification and growth. 

He reported development work on Cinemiracle, 

the company's thj-ee-panel photography-projection 

system, has been virtually 

completed and said NT expects to begin production 

of its first picture in the new process 

"very shortly." 

Olympic Coverage for TV 

Still Under Discussion 

NEW YORK—Negotiations for television 

coverage of the Olympic games moved from 

here to Australia after a meeting Tuesday ( 1 

of representatives of the National Broadcasting 

Co., Columbia Broadcasting System, International 

News Service-Telenews and 

United Press-Movietone News with Sir Percy 

Spender, Australian consul. 

BOXOFFICE : 

5. 1956

a 

THE Patrons and Praises 

^^rill 

go to 

1^ 

THE )PkOUD AND )PkOFANE 

REASON #2 

Starring 

WriLLIAM HOLDEN 

as tough and terrific as he was when he won 

the Oscar in "Stalag 17"... as romantic as 

he was in "Love Is A Many Splendored Thing" 

coming in the big boxoffice months ahead from PaRAMOL'^NT

' 

''"' 

' 

• 

: May 

fûUe ^cctt^ 

Statistical Theatre Report 

Due From Bureau of Census 

Government to disclose later in month 

comparisons on number of theati-es. employment 

and payrolls in 1954 with 1948 figures: 

national totals only to be supplied; area 

breakdowns to come later. 

Ik- 

Warner Stock Sales Lifted 

Over 15,000 in One Day 

Brokerage circles mention Howard Hughes 

as possible purchaser, but little credence is 

placed in report after Jack L. Warner denies 

any deal is under discussion. 

Ik- 

Otto Preminger Closes Deal 

For Three More Films to UA 

Announcement is made by Max E. Youngstein 

at Cannes Film Festival after talks 

with producer; deliveries will cover period of 

five years, with the first to be G. B. Shaw's 

"Saint 

Joan." 

RKO Teleradio and Vitapix 

To Meet on TV Film Deal 

May decide whether 57 member TV stations 

comprising Vitapix will acquire national 

television rights to 150 features not included 

in sale of RKO backlog to Mattv 

Fox's C&C TV Corp. 

United Kingdom Exhibitors 

Vs. Theatre Divorcement 

*• 

National organization goes on record 

against it, citing product shortage that followed 

antitrust action in U. S. and fearing 

same situation could develop in UK; tax 

relief for small houses pressed. 

• 

Samuel Goldwyn Says Japan 

Dates Average $150,000 

Returning from Far East, producer predicts 

further gTowth in that market; about 

70 per cent of pictures shown there come 

from the United States. 

• 

Major Companies Preparing 

For First Test of Formula 

Assembling their individual grossijig records 

in Japan as basis for operation of new 

MPEA method of dividing foreign import 

licenses, allocation may take two to three 

months: 102 licenses to be divided. 

•k 

MPEA Seeks Delay on May 15 

Limit for Berlin Festival 

Also wants clarification of regulations; six 

companies have nominated pictures under 

rules which limit registrations to three from 

United States. 

* 

RCA Sales and Earnings 

Reach Ne-w Record Level 

Nr;t profits after taxes for the first quarter 

"^ *v:'"'_'7,000, amounting to 85 

imon stock, an increase 

!955 quarter. 

Paramount Net a Record 

At $9J00,000 tor '55 

NEW YORK—Operating revenue of 

Paramount 

Pictures Corp. hit a new high, $114,- 

000,000, during 1955, and net profit was 

$9,700,000, also a record 

since the organization 

of the present 

company in 1950, 

Barney B a 1 a b a n, 

president, revealed 

.^. this week. 

^ The operating revenue 

for last year 

.%> 

"'*' 

^""^"^ 

^^'^'' ^^ increase of 

i|L 

.' almost 5 per cent 

^k^l^ over 1954. 

_^|^^ 

Hk ÎM^JJ^H "Boxoffice re- 

IH^k ^ v«h.i^^^^H pealing pictures 

pro- 

Barney Balaban duced for the industry 

as a whole 

was generally good, and Paramount with its 

smash boxoffice hits made its full contribution 

not only to its own improved results 

but to its exhibitor customers as well," 

Balaban stated in the annual report. 

SECOND QUARTER IMPROVES 

There were two slow quarters, the final 

one for 1955 and the first for 1956. However. 

Balaban predicted a "marked improvement" 

in the second quarter and progressive improvement 

during the balance of the present 

year, with the gain culminating with the 

showings of "War and Peace" and "The Ten 

Commandments." 

Last September, the company made a loan 

agreement with the Prudential Insurance Co. 

in the electronics field unrelated to pay television. 

One of the most important of these 

is in the field of random access, magnetic core 

memories for electronic computers." He also 

revealed that Telemeter Magnetics is now engaged 

in the construction of large core memories 

for the Wright-Patterson Air Force 

Base, the Patrick Air Force Base, for other 

important institutions and in the development 

of proprietary items. 

The report included a message from Cecil 

B. DeMllle on "The Ten Commandments," 

which he describes as "the greatest opportunity 

in my 43 years of picture-making." 

After reviewing some of the electronics activities 

of the company, the report revealed 

that when Allen B. DuMont Laboratories was 

reorganized, splitting the company into electronics 

and broadcasting companies, Paramount 

staffed the broadcasting enterprise 

with officers from its ranks. 

The company now has television stations 

in New York. Los Angeles and Washington, 

an interest in DuMont Laboratories and "entries 

into the enormous possibilities of payas-you-see 

television and color television." 

It also has an interest, through the Canadian 

affiliate, in TV stations at Kitchener 

and Quebec. 

"These, with a backlog of some 700 completely 

amortized feature pictures and 40 

years experience in successful showmanship, 

constitute the assets with which we face our 

future, should it be entertainment in the 

home." the report concludes. 

Balaban reported he sees no prospects for 

an approval by the Federal Communications 

Commission of toll TV during 1956. 

During the year the company bought 32.400 

shares of its stock at a cost of $1,211,840. In 

1954 22,000 shares were acquired at a cost of 

$774,555. 

Robert M. Savini Dies; 

Pioneer Distributor 

MIAMI—Robert M. Savini, 71, veteran distributor 

and president of Astor Pictures Corp. 

in New York, died April 29 in his winter home 

^^^^^^^^^^^^ on Islamorada in the 

^^^^^^^^H^l 

^^^ ^^^H Florida Keys. 

A native of New Or- 

^V ^^M leans, Savini first came 

[ .. 

^H to Florida in 1925 lookup 

-««» ing for film producing 

^k 

f^^l 

\'* ^H sites and later made 

^^ ''"jp^^B several films in the 

^H ^^^^^- 

'"'"^^M^H ^" recent years, 

^^& Astor Pictures, which 

.aJiS^^B '-^^jpr^^^H i3 the parent company 

^^^k K ^^^B for franchise hold- 

for $6,000,000 for 15 years at 3% per cent. 

"Tlie loan," Balaban stated, "supplements 

Paramount operating funds which had been 

subject to hea^-y demands of general corporate 

requirements, including an approximate 

$10,000,000 increase in inventory. We 

have thus maintained the strong current financial 

position reflected in the year-end balance 

sheet." 

VistaVision has fully justified Paramount's ^^^^ * ^^^ ers, reissued films for 

Robert M. Savini 

theatrical and TV distribution. 

original and continuing faith in the large 

screen process, the report continued. 

Astor Pic- 

Balaban said that in brightness, definition, tures also has distributed new foreign-made 

features, including; "The Master Plan" and 

color values and price prospects, the Paramount-developed 

Chromatic television tube "Roadhouse Girl," British films, in 1955, and 

leads the field and the company's confidence "Fear," German-made film starring Ingrid 

Bergman, and "The Dynamiters," British 

in Telemeter continues strong. 

film starring Wayne Morris, both in current 

ELECTRONICS DEVELOPMENTS 

release. 

Savini entered the film industry in New 

"International Telemeter Corp.," he said, 

"has undertaken a number of developments Orleans and later organized Savini Films, 

Inc.. in New Orleans, Atlanta, Charlotte and 

Memphis. He formed Astor Pictures in 1933. 

He was a member of the Motion Picture 

Pioneers and Variety Clubs International. 

Savini is survived by two brothers, N. E. 

Savini of Atlanta and C. A. Savini of Pearl 

River, La., and two sisters, Mrs, Ruby Mc- 

Camps of New Orleans and Mrs. Lolita Burke 

of Ringwood. N. J. 

Fred Bellin, executive vice-president, will 

continue to direct Astor Pictures Corp. He 

has been in charge since Savini became ill. 

The home office of Astor in New York was 

closed Wednesday (21 in memory of Savini, 

whose funeral was held that day in Atlanta 

at the Sacred Heart Catholic Church. 

BOXOFFICE : 

5, 1956

a 


will go to 

}} 

THE )PkOUD AND )PkOFANE 

REASON #3 

STARRING 

DEBORAH KERR 

in her most alluring and dramatically 

stunning performance since "From Here To Eternity 

Paramount

: May 

SMPTE Convention 

Frayne Sees Films and TV 

No Longer Warring 

NEW YORK—The motion pictui'e and to project "Oklahoma!" a 70mm film, from 

television industries have ended their "cold a theatre booth 22 degrees high onto a 

war" and now are cooperating, Dr. John G. sharply curved screen 13 feet deep in the 

Frayne. president of the Society of Motion center without distortions through corrective 

Picture and Television Engineers, said printing. An uncorrected print also was 

Monday, April 30. He spoke at the get- 

shown for contrast. When the picture opened 

„„„.-. 

projection difficulties which 

qpmiannual there were projecuuii uiini,un,ico ,vi,.v,.. 

together luncheon of the '^^h semiannual ^^ ^^^ ^^^^^ ^^ ^ ^^^^^^ ^^^^^ 

at the Hotel Statier. "" 

SMPTE convention 

,^_,^ ,,^_,,, . „„ „, ,;,„ „,,^ r^^nrfPri 

••On the commercial side of the film industry 

High fidelity sound on TV film was reported 

however." Dr. Frayne said, "The develop- 

ment of television a large scale of 

chains in the TV stations. A decision has been 

on was less 

to have become 

introduction 

practical reality with the 

16mm magnetic sound film 

a 

gracefully received." 

^ o n«n 

He said that recent sales of close to 2.000 reached to locate the magnetic sound signal 

feature pictures for TV use and the production 

28 frames ahead of the corresponding picture. 

lor TV by "almost every major 

types of closed-circuit TV 

Enough different 

of film 

that attitudes equipment are available to meet any viewing 

studio in Hollywood" indicate 

have changed among producers. 

problem and in a variety of ways, it was 

stated. Careful analysis must be made to 

ALLIED TECHNICALLY 

decide on the most appropriate, economical 

Dr Frayne credited the SMPTE with helping 

to bridge a technological gap between 

and flexible installation to meet each situation. 

the two industries "by offering to technical 

specialists in both areas a common technical 

forum of long standing and experience." He 

said that to the engineer motion pictures and 

TV have long been closely allied and today 

are considered inseparable. 

SMPTE members were interested in TV 

many yeai^s before its name was changed from 

the Society of Motion Picture Engineers in 

1950. Dr. Fi-ayne noted that the fu-st paper on 

TV was presented before the society in 1923 

by C. Francis Jenkin.s, its fomider. At the 

13 conventions since 1950, 50 of 173 technical 

sessions have been devoted exclusively to TV 

subjects. At the current convention ten of 

the 20 sessions relate to TV. Dr. Frayne also 

cited other indications. 

Speculating on the future. Dr. Frayne predicted 

TV film production by means of electronic 

techniques and other devices reducing 

costs of live programming. 

Frayne advocated establishment of a local 

college course for industry technicians, probably 

in the fields of sound recording and 

laboratory practices, under SMPTE sponsorship. 

There are similar courses at the University 

of California and the University of 

Southern California. 

SMPTE EXHIBIT PRAISED 

He praised the SMPTE exhibit at the convention 

and said that future meetings, ineluding 

that in Los Angeles October 7-12. will 

have SMPTE exhibits. He said a successor to 

Boyce Nemec, SMPTE secretary who has 

resigned, effective June 1, will be chosen in 

a week. 

TV account executives in advertising 

agencies estimated that TV film commercials 

constitute a $30,000,000 a year industry, the 

dollar volume having increased more than 

1,000 times in nine years. 

One of the unusual TV devices described 

dealt with a system .specifically adapted for 

underwater observation. It has already been 

put to use by civil, marine and salvage engineers, 

biologists, geologists and oceanographers. 

The Todd-AO Corp. demonstrated Tuesday 

:> at the Rivoli Theatre that it is possible 

Dr. Albert W. Trueman, chairman of the 

National Film Board of Canada, discussed the 

documentary film at the luncheon. 

•'If you want your people to understand 

democracy and be democratic," he said, "you 

must not be content to talk and write about 

it. You must show them democracy in 

action. This is one of the things that the 

documentary can do." 

He credited "Marty" with having increased 

the "measure of sympathy, kindness and un- 

Videotape No Threat 

To the 35mm Camera 

New York—Speculation that videotape 

will replace the 35mm camera is "foolish 

at the SMPTE convention by R. H. 

at this time," according to a paper prepared 

by Charles P. Ginsberg, chief video 

engineer of Ampex Corp., and delivered 

Snyder, 

manager of the Ampex motion picture 

equipment department. It discussed 

the new Ampex videotape recorder. 

Snyder said it was possible for a motion 

picture director to shoot scenes simultaneously 

in film and videotape and immediately 

review the tape recording 

while the cast and sets were still assembled. 

He said that procedure could reduce 

production time and costs in motion 

pictures. 

However, he continued, because video 

quaUty is "simply not comparable with 

ordinarily good original film, and not even 

remotely comparable to the new largernegative 

film processes, Ampex sees no 

immediate application for videotape here, 

and probably very little even in the future. 

The machine was designed for the 

purpose of program delay, and it is for 

this purpose only that it will be first 

employed by CBS and NBC." 

The original Ampex statement had 

stirred much speculation that its device 

would replace the motion picture camera. 

Dr. John G. Frayne, right, SMPTE 

president, and Dr. Albert W. Trueman, 

chairman of the National Film Board of 

Canada, get SMPTE's 79th semiannual 

convention off to a good start. 

derstanding in the world" because it represents 

people and the U. S. authentically. He 

noted that motion picture production, technical 

developments and facilities in Canada 

have been steadily increasing. The National 

Film Board of Canada produced 487 reels in 

1955, all of a documentary nature, he said. 

The convention opened with registration 

Sunday, April 29 and continued through Friday 

afternoon. Entertainment for the ladies 

included a visit to "Oklahoma!" lunch at 

Sardi's. the Metropolitan Museum of Art, a 

fa.shion show and lunch at the Waldorf- 

Astoria, a tour of Lever Bros., the cocktail 

party and Thursday night banquet and a 

punch party. 

Technical sessions dealt with laboratory 

practices, TV studio Ughting, TV film commercials, 

picture-sound separation of 16mm 

magnetic sound film, motion picture equipment, 

underwater TV, high speed photography, 

sound recording, color TV and closed 

circuit TV. 

Rear Projection Screen 

Developed by Paramount 

NEW YORK—Paramount and Stewart- 

Translux Corp. have developed a new highefficiency 

rear projection screen giving maximum 

scope to transpaiêncy shooting and 

adding greatly to dramatic values in that 

technique. Dr. Charles R. Daily, Paramount 

studio optical engineer, told the SMPTE convention. 

Dr. Daily said the screen permits projected 

images 40 feet wide and supplies almost 

double the brightness of the regular 28-foot 

it screen replaces. As a result, action on 

vaster scales than now used will appear on 

theatre screens, and actors can be made to 

look larger against backgrounds than is 

possible now. 

He also acknowledged assistance in development 

given by the U. S. Signal Corps and 

the Farrand Optical Co. 

Tiansparency shooting is the filming of 

action against a background projected from 

film onto the rear of a translucent screen. 

Film on Reincarnation 

NEW YORK—Bristol Pictui-es plans early 

release of a documentary feature titled "The 

Reincarnation of Luscha," based on an alleged 

case of reincarnation in central Europe during 

the last decade, according to J. J. Balaber. 

president. 

14 

BOXOFFICE 

: 

5, 1956


-will go to 

^1 

THE IPkOUD AND IPkOFAIvi 

REASON #4 

HOLDEN and KERR TOOETHER 

in a man-woman conflict 

that will excite and enthrall women 

. . . and 

their men 

...coming in the big boxoffice months ahead from PARAMOUNT

v'l^^ 

: May 

1 

39 Tents Send Barkers 

To Variety Convention 

NEW YORK—Variety Clubs International 

is set to report once again on its global role 

in the field of humanitarian endeavor. 

As least 1,200 barkers 

and their wives will 

which opens 

arrive here early in the 

week for the 20th annual 

convention of the 

showmen's organization 

Wednesday (9) in the 

Waldorf-Astoria Hotel. 

Thirty-nine tents will 

be represented. Ireland 

will send delegates 

for the first time. 

The London Tent will 

George Hoover fly a delegation to 

New York for the 

meetings, and with the British barkers will be 

the television producer. Henry Caldwell, who 

will film the convention proceedings for 

BBC-TV and for later availability to individual 

bents. 

The convention will be one of reporting humanitarian 

programs of the various tents and 

the pledging of allocations for charitable 

causes in the next 12 months. In addition, the 

convention will make its annual Humanitarian 

Award, which went to Sir Winston 

Churchill last year, and select the winner 

of the Heart Award. This is given to the 

tent which is voted to have made the top 

contribution in the field of humanitarian 

work in the last 12 months. 

John H. Rowley of Dallas, who is the fii-st 

assistant international barker, will likely 

become the new chief barker in the event 

George Hoover of Miami does not seek a 

third term. It has been the practice to elevate 

the first assistant to the top post. 

The barkers will meet Wednesday through 

Saturday, bringing their activities to a close 

with the Humanitarian Award dinner. 

Nat'l Phone Hookup 

To Aid Rogers Fund 

NEW YORK—Plans have been completed 

for a national telephone conference to stir 

support for the second annual audience collections 

in behalf of the Will Rogers Hospital 

and Research Laboratories to be held May 17. 

The talks will originate in New York and will 

be received at points designated by the campaign 

distributor chairmen in all exchange 

cities. 

The broadcast will be presided over by A. 

Montague, president of the Will Rogers Hospital 

and vice-president of Columbia Pictures. 

On the program with Montague will be 

Sam Rosen, associate chairman of the fund 

raising campaign and executive vice-president 

of Stanley Warner Theatres; Charles J. Feldman, 

national distributor chairman and vicepresident 

and general sales manager of Universal 

Pictures, and Eugene Picker, chairman 

of the Will Rogers finance and fund raising 

committee and vice-president of Loew's Theatres, 

Inc. 

Independent and circuit exhibitors will be 

invited to attend as will film salesmen and 

distributor representatives of all companies. 

National Screen Service branch managers, 

and Will Rogers Hospital campaign workers. 

The special appeal trailer will feature 

Henry Fonda. It runs less than two minutes. 

It will be furnished gratis to theatres pledging 

participation. Distribution will be handled 

through the courtesy of National Screen Service. 

Theatres will be asked to take up audience 

collections during the week of July 16. 

The broadcast will be heard in the eastern 

time zone at 9:30 a.m. standard time; 10:30 

in the central zone; 11:30 in the mountain 

zone, and 9:30 in 

the Pacific zone. 

Shades of an Earlier Era: Court Upholds 

Contract for Drive-ln Royalty Fees 

DENVERÂ contract is a contract, and 

even though the United States Supreme 

Court in 1949 held that the drive-in theatre 

idea was not patentable, a federal court 

judge this week awarded a judgment of 

$36,530 to Park-In Theatres of Camden, N. J. 

which in the early days of drive-ins claimed 

it held a patent on their design. 

Loser in the suit is the Denver Drive-In 

Theatre Corp. which operates the North, 

South, East and West drive-ins in Denver. 

In 1948, the corporation entered into a contract 

with Park-In Theatres, Inc., which 

called for a $1,000 down payment and 3'- 

per cent of the net boxoffice receipts, under 

the patent claims of the New Jersey company. 

In October 1949, the United States Supreme 

Court invalidated the patent by refusing to 

review a decision of the United States Court 

of Appeals which had ruled that the idea 

could not be patented. 

Nev( rtheless, the court here held that Park- 

In, Inc. could collect for the period intervening. 

Federal Judge Royce awarded the 

company $12,913 from the West Drive-In. 

$5,093 from the South, $8,127 from the North 

and $10,395 from the East. 

The claims of the New Jersey company 

in the 1930s and 1940s are an almost forgotten 

facet of the drive-in theatre story, and many 

present day outdoor exhibitors are unaware 

that for a period of many years drive-in 

theatres paid royalties to Park-In Theatres. 

Eventually, however, a number of exhibitors 

began refusing to pay on the grounds that 

the idea was not a patentable one and if 

they wanted to show motion pictures under 

the stars, the freedom of the outdoors was 

theirs. Park-In. Inc. instituted suits in 

courts all through the country, but the specific 

suit on which the final exhibitor victory 

was gained was one filed against E. M. Loew 

who built the second drive-in theatre in the 

country in the mid-1930s. 

ROCK ./a^CORNELl GEORGE 

HUDSON -BORCHERS^SANDERS 

LADIES DAY IN K. C. 

Fox Midwest Theatres put a new twist 

into a suggested "ladies matinee" promotion 

for the Universal-International feature 

"Never Say Goodbye" which played 

this week at four Kansas City theatres. 

The circuit came up with a 'Xadies Day" 

and invited the men to take their ladies 

to see the picture free. The copy read 

"Men—Bring Your Lady to see the greatest 

woman's picture of the year and we 

will admit her free." It was a one-day 

midweek deal and the ad attracted a lot 

of attention, and did business for the 

four theatres playing it day and date. 

Carbery Succeeds Dickson 

In UA Theatres Post 

LOS ANGELES—A high-level personnel 

shift within the United Artists circuit in the 

southland zone has found James Carbery, 

transferring from the 

Little Rock area, tak- 

ing over as division 

manager. He succeeds 

Dick Dickson, who had 

held the post for approximately 

two years, 

i ^^"^ 

M 

^''°—a'0"6 with 

M '- ^^^ assistant, W. C. 

ffll^^KM 

|t^>'.* Mm * ]^ Ricord — has resigned. 

'' 

» 

barbery is president 

a mM- . 

'omÂ 

W ia^^PJHfSB of Independent Theak 

JUmJ&Jji^m^m tre Owners of Arkansas 

James Carbery and is on the executive 

committee of Theatre 

Owners of America. 

Dickson's future plans were not immediately 

announced, but Ricord declared he is 

planning to buy a theatre in the territory. 

Both were, prior to their UA association, longtime 

members of the Fox West Coast staff. 

Ed Rowley, UA executive vice-president, 

came in from New York to install Carbery in 

the divisional post. The circuit's local headquarters 

will, Rowley said, remain imder the 

supervision of the Manhattan home office. 

Official Films Sells Three 

NEW YORK—Official Films, Inc., has sold 

three costume-adventure telefilm series for 

$4,000,000. Harold L. Hackett, president, has 

announced. The films are "The Adventm-es 

of Sir Launcelot." a 52- week series to NBC; 

The Buccaneers," also 52 weeks, to Sylvania 

Electric, and "The Adventures of the Scarlet 

Pimpernel," to a group of sponsors. 

16 BOXOFFICE : 

5, 1956


will go to 

THE FkOUD AND )PkOFANE 

PiîP 

m 

WORLD PREMIERE 

ENGAGEMENTS SOON: 

ASTOR FOUR STAR 

NEW YORK LOS ANGELES 

REASON #5 

IT ALL ADDS UP 

.leabllity 

of a boxofflce leader that will be 

reinforced by the pre-selUng power that has made Paramount famous 

WILLIAM HOLDEN 

DEBORAH KERR 

A Perlberg-Seaton Production 

THE IPROUD and IPkOFANE 

co-starring 

THELMA RITTER DEWEY MARTIN 

• 

• 

ith WILLIAM REDFIELD Produced by WILLIAM PERLBEJ 

Written for the Screen and Directed by GEORGE SEATON 

Based on a Novel by Lucy Herndon Crockett 

A Paramount Picture 

Paramount

: 

May 

^€U^4H^t inserted 

in the Record a letter from A. J. Gilman, 

manager of the Bijou Theatre, Beach, 

N. D., in which Gilman stated: 

"Received youi' letter in regard to the 

10 per cent admissions tax. I certainly would 

like to see it eliminated. The farm economy 

being what it is, the theatres in this area 

are having a hard time. 

"The theatre is the only entertainment 

many rui-al people have or can take part in. 

Due to the admissions tax and to discriminatory 

methods of the film producers and distributors 

many small theatres must borrow 

money or are forced to close. I think the 

film industry should be controlled as any 

public utihty ..." 

Gilman enclosed an excerpt from the North 

Central Allied Bulletin relating to the admissions 

tax, and Senator Langer put that 

in the Record, too. 

-0-0-0- 

OENATOR John W. Bricker iR.-Ohio), in a 

report to the Senate Committee on Interstate 

and Foreign Commerce, of which he is 

former chairman and the senior Republican, 

has charged the Columbia Broadcasting System 

and the National Broadcasting Co. with 

having "an unprecedented economic stranglehold 

on the nation's television industry. 

"Effective competition is stifled under this 

yoke of economic dominance," the Senator's 

report stated. "The result is a private 

monopoly." 

He recommended passage of two amendments 

to the Communications Act of 1934, 

which would limit network ownership of television 

stations and would place networks 

By LARSTON D. FARRAR 

under stricter control of the Federal Communications 

Commission. 

The networks were quick to make reply. 

Frank Stanton, CBS president, said he 

plans to appear before the Senate committee 

and "at that time, the fa

CALENDARiEVENTS 

MAY 

12 3 4 5 

6 7 8 9 10 11 12 

S M T W T F S 

13 14 15 16 17 18 19 

20 21 22 23 24 25 26 

27 28 29 30 31

'11 l>e one

Wh«„ y„„ p,^^ ^^^^ ^^^^ ^ 

20th Century-Fox presents 

THE Proud ones 

starring 

ROBERT RYAN • VIRGINIA MAYO • JEFFREY HUNTER 

also 

starring 

• 

ROBERT MIDDLETON with WALTER BRENNAN rodolfo acosta Arthur oconnell 

CINemaScoPE COLOR by DE LUXE 

. 

. Produced by ROBERT L. JACKS Directed by ROBERT D. WEBB screenplay by EDMUND NORTH and JOSEPH PETRACCA . From the Novel by VERNE ATHANAS

LETTERS 

APPLAUD BRAUNAGEL ARTICLE 

To Jack Braunagel: 

I presume the only way possible to applaud 

an article read in a tradepaper is to 

let the author know by letter. 

Just wanted you to know that after reading 

your article published in BOXOFFICE, 

April 21. that never have I heard a speech 

or read an article that made me want to 

stand up and applaud more than yours. 

Having been in the theatre business most 

of my life—janitor, doorman and projectionist 

for E. Van Hyning in lola. Kas., during 

my school years; managed theatres for Griffith's 

in the South for several years, and 

have been in business for myself for the 

past 25 years. At present am operating a 

chain of small theatres. 

The reason for the brief history is to 

qualify what I am about to say. 

Your article made sense all the way. It 

should be compulsory for every producer in 

the business to read it. Though I realize 

pictures must be made for the big-town run. 

nevertheless, there have been many pictures 

that packed the big-town houses, as well as 

pleased the mass trade, because they were 

human and timely. 

I personally feel that the results of the 

present stress in this business will make it 

better, more solid investment-wise, and a 

more business-like operation in the future 

than ever before. At the present I am enjoying 

the necessities that are taking place, 

that of tightening my operations to a better 

business operation, as well as going all-out 

for talent to represent the motion picture 

business to the ticket-buying public in each 

of our locations. I know, someday, I will be 

fully repaid for my confidence and efforts. 

With all good wishes to you, and thanks 

for writing the article. 

DoUison Theatres, 

Santa Rosa, N. M. 

L. R. DOLLISON 

Bravo for Jack Braunagers logical and 

straight-from-the-shoulder comments in the 

April 21 issue of BOXOFFICE. 

Your points are being conclusively proven 

every week in just about every town across 

the country. What a boon it could be to the 

Story in BOXOFFICE 

'Sells' an Ad Campaign 

Kansas City—In the first week after 

a story about the Kansas-Missouri Theatre 

Ass'n institutional advertising campaign 

being made available to all 

exhibitors, 

appeared in the April 21 issue of 

BOXOFFICE, the results made office history, 

according to Zella Faulkner, office 

secretary. 

Letters of commendation, orders and 

inquiries were received in the first few 

days from Pennsylvania, Colorado, Florida, 

Georgia, Virginia, Wisconsin and 

Canada, and letters from additional 

states have been coming in .since 

then. 

The ads were the ideas of Ed Harris, 

Neosho, Mo., a past president of KIVITA, 

and executed by M. B. Smith, director of 

advertising and publicity for Commonwealth 

Theatres. 

industry, if a careful study of your article 

was required by every producer, distributor 

and exhibitor before they touched another 

reel of film! 

Irvin Theatre, 

Bloomington, 111. 

CHALMER DEAN 

Having just read the article in BOX- 

OFFICE written by my old friend. Jack 

Braunagel. I would like to add my voice to 

much of the thought expressed by him in that 

article. 

Personally, if possible, I would like to see 

some kind of nationwide sampling of opinion 

on the contents of this article by those 

interested in the welfare of our business, 

along with a reprint of same. 

In my humble opinion, it is the best thing 

that I have read in a long, long time on the 

subject of the attendance drop in the theatre 

business. 

Potter Theatre Circuit 

Kansas City, Mo. 

C. H. POTTER 

I have just read in your April 21 issue the 

article by Jack Braunagel in regard to where 

our theatre patrons have gone and some 

really constructive suggestions for correcting 

the 

situation. 

I agree 100 per cent with him and I would 

like to strongly lu-ge that this article be 

brought to the attention of the producers. 

As Mr. Braunagel remarks, the kids of 

today are no different than of 20 years ago. 

They like to see good comedy and adventure 

stories, but where in the heck are you going 

to find them today? 

Yours for more sensible pictures, 

W. D, BANCROFT 

Hillcrest Drive-In Theatre, 

Ottawa. Kas. 

ON HIGH RENTAL TERMS 

I have been reading BOXOFFICE since 

time began, it seems like, and have enjoyed 

every issue. I was located in Texas for quite 

some time and this is the first time I have 

written since I came back to Arkansas. 

Tonight we are playing "The Benny Goodman 

Story" for the final time to the worst 

business I have ever experienced in a town 

this size. I gave it the usual buildup that I 

give any picture that I believe is worth it 

which means radio, heralds, extra large ad 

in the local paper and special lobby and window 

cards. 

Much has been said about the distributor 

trying to deliberately kill off the small man. 

Well, this is the most colossal case lately. 

Universal has the guts to demand 50 per 

cent on this picture and three days of my 

best playing time. They asked 50 per cent 

on it and then placed me in third run in 

this vicinity. 

When any distributor demands 50 per cent 

for a picture that is third run in an immediate 

vicinity, then it is apparent he is trying 

to either close the little man or is such a 

glutton for an extra dollar that the thrill of 

being a showman—and trying to be a good 

one—is gone forever and we had better start 

looking around for a Dairy Queen or a hamburger 

stand where we can, at least, take 

along our popcorn machine, which seems to 

AWARD OF MERIT—Jack L. Warner, 

left, executive producer of Warner Bros., 

receives the Treasury Department's merit 

award for assistance in promoting bond 

sales from John R. Buckley, national director 

of V. S. Savings Bonds Division. 

be the last thing we have that stands by us. 

Some companies have come out with the 

big boast that they "are out to help the 

little man stay open." Here Is my answer: 

Recently I paid $60.00 for an MGM picture 

that grossed $89.00 in two days. I have paid 

Universal 50 per cent on two pictures that 

have played in the past ten days that fell 

flat as a pancake. I now have two pictures 

from Fox to play at 50 per cent and I am 

quite sure they will do no better than "The 

Benny Goodman Story." Even Columbia, 

who has been a long-time friend of the little 

man in this territory, comes out and demands 

a big guarantee (twice my regular 

film rental) plus a 50 per cent guarantee on 

"Picnic" and expects me to play it third 

run in my vicinity. 

Believe me, there is no business like show 

business!—And soon there will be no show 

business. I am in the most beautiful spot I 

have ever been in. I don't own a damn thing. 

I just have a lease and it isn't a long one. 

What's the old saying about "biting the 

hand that feeds you?" The distributors did 

just that, when they sold us out to TV. All 

for a quick buck! What would it mean to the 

used car dealers, if the makers of new cars 

went about giving for free top quality used 

cars to anyone who wanted them, if they 

would carry an Oxydol or some other ad on 

the door of the car for the advertiser? It 

would kill the used car market—but fast. We 

are the used car market of the motion picture 

field—and by the method above w-e are 

being killed, slowly but surely. The used car 

dealers would cry and die. By the same token 

the small theatres are crying and dying. But 

who cares? The distributor will replace them 

with a couple of TV stations in his territory. 

I bow my head in shame to think of 

what has happened to the once proud movie 

field. 

Manager. 

Maxie Theatre, 

Trumann, Ark. 

LLOYD HUTCHINS 

Retitle 'Sixth of June' 

NEW YORK—"Day the Sixth of June" is 

the new title of the 20th Centiu-y-Fox Cinemascope 

picture made under the name "The 

Sixth of Jiuie." It stars Robert Taylor, Richard 

Todd. Dana Wynter and Edmund O'Brien. 

A June release has been set. 

BOXOFFICE :: May 5. 1956

State of New York 

County of New York, 

ss 

William J. Heineraan being duly sworn, deposes and says: 

I was privileged to attend a projection room screening of TRAPEZE in 

London, England on Friday evening, March 2nd. 

I consider TRAPEZE to be one of the finest motion pictures that it 

has ever been my good fortune to view. TRAPEZE has the finest box-office 

V 

:a3t in Burt Lancaster, Tony Curtis and Gina Lollobrigida, as the three 

[op stars, plus a talented supporting cast, of any motion picture that 

lited Artists has 

ever distributed. 

Carol Reed, who has many great films to his credit, has - in my opinion 

"Hone the most outstanding job of direction in his brilliant career. The 

background story of TRAPEZE, dealing with-the circus and circus life, 

lends itself to gorgeous color and presents Cinemascope at its finest. 

TRAPEZE is a very gripping, warmly human and thrilling story of the 

lives and loves of circus aerialists, with the aerial shots made all the 

more breathtaking by Cinemascope and accompanied by a magnificient musical 

score. I believe that these showmanship ingredients, supported by one of 

the largest national advertising campaigns in United Artists' history, will 

make TRAPEZE one of 

the greatest box-office attractions of our time. 

I feel certain that every exhibitor will share my great enthusiasm 

for the quality and box-office potentials of TRAPEZE, when he sees it. 

We are now requesting bids for playing time commencing Thursday, 

June 28th and as the negative will not arrive in New York until mid-May 

and screening prints will not be available in sufficient time for bidding 

and the advertising of the opening date of June 28th, I am furnishing you 

with this sworn statement to attest to the exceptionally fine quality of 

TRAPEZE and to aid you in evaluating it when you 'make your important bid 

FLdftEWC 

Sworn to and subscribed 

day 

K;nq» 6M«t» .^ 

^ N4. 2 ;6c. A . D . , ^19>6 

rlliam J. Heineman, Vice-Pres 

fn charge of Distribv^tion for 

United Artists Corporation

: May 

Director, 

I 

Bel- 

"ôU^fW^ôd ^cfiont 

8y 

IVAN SPEAR 

Production for May Drops to 26; 

Columbia Tops Studios With 5 

at the beginning of April. 

Contributing to the decreased pace was the 

disclosure that three studios—MGM. RKO 

Radio and Republic—do not intend to launch 

any new projects during the month. MGM 

is. however, at near-capacity, with five films 

now rolling, while RKO Radio, according to 

present plans, will accelerate in June, when 

at lea.st three ventures are destined to begin 

camera work. 

Business is briskest at Columbia, where five 

new properties will be green-lighted. Sharing 

place positions, with four each, are 20th- 

Fox, United Artists and Universal-International, 

while show money is split between 

Allied Artists and Paramount, each with 

three. 

Here's the count, by studios: 

ALLIED ARTISTS 

"Chasing Trouble." No. 42 in the venerable 

Bowery Boys series, this is the first in which 

Leo Gorcey will not appear. He has been 

replaced by Stanley Clements. Also stars 

Huntz Hall and Adele Jergens. Producer, Ben 

Schwalb. Director, Georg« Blair. 

"Not of This Earth." A science-fiction 

drama about interplanetary exploration. Stars 

not set. Producer-director: Roger Corman. 

"The Oklahoman." In Cinemascope and 

color, this is the story of a frontier physician. 

Stars Joel McCi-ea. Producer, 'Walter Mirisch. 

Director. Francis D. Lyon. 

COLUMBIA 

"Cha, Cha, Cha." 

A tunefilm based on the 

current Latin dance craze. Stars not set. Producer, 

Sam Katzman. Director, Fred F. Sears. 

"End as a Man." From the novel and stage 

play by Calder 'Wlllingham, this is the story 

of a military school in the South. Stars Ben 

Gazzara. Producer, Sam Spiegel. Director, 

Jack Garfein. 

"Plight." This deals with the U. S. Air 

Force and new developments in jet flight. 

Stars not set. Producer, Lewis J. Rachmil. 

Director, Phil Karlson. 

"Full of Life." A comedy about an expectant 

mother, her hai-assed husband and the 

latter's Italian bricklayer father, who comes 

to straighten matters out and succeeds only 

in complicating the situation even more. 

Stars Judy HoUiday, Richard Conte, Salvatore 

Baccaloni. Producer, Fred Kohlmar. 

Director, Richard Quine. 

"The White Squaw." A western about a 

half-breed Indian girl and her white halfsister. 

Stars not set. Producer, 'Wallace Mac- 

Donald. 

Director not set. 

INDEPENDENT 

"Frontier Gambler." A western murder 

mystery. Stars John Bromfield, Coleen Gray. 

PARAMOUNT 

"The Buster Keaton Story." A biography 

of the famous frozen-faced comedian from his 

eaily days in the circus to the emergence of 

talking pictures. Donald O'Connor has the 

title role. Producers, Sidney Sheldon and 

Robert Smith. Director, Sidney Sheldon. In 

VistaVision. 

"Tlie Jim Piersall Story." Anthony Perkins 

portrays the Boston Red Sox outfielder in 

this film version of his true-life story. Piersall, 

a victim of amnesia, cracked up and was 

committed to a mental institution, where a 

course of treatment resulted in his complete 

recovery. Pi-oducer, Alan Pakula. Director, 

Robert Mulligan. In VistaVision. 

"The Rainmaker." Adapted from the 

Broadw"ay play by N. Richard Nash, this concerns 

a family on the western plains during 

a drought. A mysterious stranger fraudulently 

poses as a rainmaker and convinces 

the family's spinster daughter that he's no 

fraud as a romantic swashbuckler. Stars 

Burt Lancaster, Kathai-me Hepbm-n, Earl 

HoUiman. Producer. Hal 'Wallis. Director, 

Joseph Anthony. 

20th CENTURY-FOX 

"Boy on a Dolphin." From a novel by David 

Devine, this deals with the search for a 

sunken ship, bearing a cargo of pricele.ss 

antiques, off the coast of Greece. 

Stars Clifton 

Webb. Producer, Samuel O. Engel. Director. 

Jean Negulosco. In ClnemaScope and 

color. 

"The Circle." A frontier drama about an 

Indian attack in the 1870s, Stars not set. 

Producer, Robert L. Jacks. Director not set. 

In Cinemascope and color. 

""A Roomful of Rases." Which concerns a 

teenaged girl's .search for love as the daughter 

of divorced parents. She comes to spend 

three weeks with her mother, now remarried. 

Stars Virginia Lelth. Producer, Charles 

Brackett. Director not set In CinemaS«ope 

. 

and color. 

A slight attack of spring fever apparently Producer. Sig Ncufeld. Director, Sam Newfield. 

"The Wayward Bus. " A film version of 

For Associated Film Releasing Corp. 

has caught up with the film colony's moviemakers, 

who diu-ing May will launcli a somewhat 

"The She-Creature." This science-fiction 

John 

gi-oup 

Steinbeck's 

of pas.sengcrs 

novel 

aboard 

about 

a 

a diversified 

small bus In 

anemic total of 26 feature pictures— melodrama will be released through American 

Tom 

California's San Joaquin valley. Stars not 

drop of three below the 29 scheduled starters International Pictures. Stars Conway, 

set. Producer, Charles Brackett. Director not 

Cathy Downs. Producer, Alex Gordon 

set. In Cinemascope and color. 

I Golden State Productions) Edward 

L. Cahn. 

UNITED ARTISTS 

•Dance With Me Henry." This rock 'n' 

roll comedy has an amusement park background. 

Stars Bud Abbott and Lou Costello. 

Producer, Robert Goldstein. Director, Charles 

Barton. 

"Five Steps to Terror." A mystery drama 

based on a Saturday Evening Post story by 

Donald Hamilton. Stars Sterhng Hayden. 

Ruth Roman, Jean Cooper. Producer-director, 

Henry S. Kesler (Grand Productions). 

"Fort Laramie." Action and adventure at 

a western outpost at the outbreak of the Civil 

War. Stars Don Gordon, John Dehner. Producers, 

Aubrey Schenck and Howard W. Koch 

Air Productions j Director, Lesley 

Selander. 

"The Halliday Brand." Jo.seph Cott«n portrays 

a Texas rancher in the 1870s in this 

outdoor drama. Producer. Collier "Young. 

Director not set. 

UNIVERSAL-INTERNATIONAL 

"Cory." This story at)out a Chicago gangster 

in w'ith girl is love a society adapted 

from a Cosmopolitan magazine yarn by Leo 

Rosten. Stars Tony Curtis, Martha Hyer. 

Producer, Robert Arthur. Director not set. 

In Technicolor. 

"'The Deadly Mantis." Explorers discover 

a colony of giant prehistoric insects in this 

science-fiction opus. Stars Rex Reason. Mara 

(Continued on next page> 

DOTTED LINE—Harold J. Mirisch (left), Allied Arti-sts vice-president, puts his 

signature on the contracts whereby Gary Cooper and Audrey Hepburn wiU co-star in 

Â's upcoming ".Vriane." Cooper, Miss Hepburn and producer-director Billy Wilder 

(right) are the interested onlookers. The picture will roll in France with Maurice 

Chevalier In another topline spot. 

BOXOFFICE 

: 

5. 1956 

25

. . 

: May 

Republic Introducing 

Its Naturama Process 

HOLLYWOOD—Paced by the recent press 

showing of its Barbara Stanwyck-Barry 

Sullivan staiTer, "The Maverick Queen," Republic 

is introducing to exhibitors and the 

public its new widescreen anamorphic process, 

Naturama, developed by the company's engineering 

department in collaboration with 

Consolidated Film Industries. 

Natui-ama represents two yeai's of research 

and development under the supervision of 

Herbert J. Yates, Republic president, and 

Daniel J. Bloomberg, chief engineer and technical 

manager. Specially designed lenses were 

manufactured by an optical firm in France 

and are designed for use in conjunction with 

standard Mitchell camera lenses. 

The process, it is claimed, eliminates practically 

all graininess and improves definition. 

To obtain accurate focusing adjustment, an 

adaptor attachment has been designed which 

controls the simultaneous focusing of both 

the Naturama and Mitchell standard lenses— 

Hollywood Reporf 

(Continued from preceding page) 

Christie. Director, Richard Bai-tlett. 

"Tammy." From the novel by Cid Ricketts 

Summer, this relates the story of the daughter 

of an impoverished southern minister who 

maiTies a wealthy plantation owner. Stars 

Debbie Reynolds, Leslie Nielsen, Walter Brennan. 

Producer, Ross Hunter. Director, Joseph 

Pevney. In CinemaScope and Technicolor. 

WARNER BROS. 

"Tlie Girl He Left Behind." A comedy of 

Ai-my life, from a story by Marion Hargrove, 

author of the famous "See Here, Private Hargrove." 

Stai-s Tab Hunter, Natalie Wood. 

Producer, Frank Rosenberg. Director, David 

Butler. 

RKO Buys Two Novels 

Prior to Publication 

Film right.s to two story properties were 

acquired by RKO Radio prior to their publication 

through the purchase of a pair of upcoming 

novels, "Rachel Cade." by Charles 

Mercer, and "Ten Days in August," by Bernard 

Frizell. The former, which will appear 

shortly as a serial in the Woman's Home 

Companion and is slated to emerge in book 

form in the fall, will be the Literary Guild 

.selection for October. It is a romantic drama 

a device which is not utilized in other widescreen 

systems. Such automatic technique 

eliminates the human element of possible 

error, it is said. 

Naturama requires no additional equipment 

for the theatres now capable of handling 

widescreen presentations. With the system. 

Republic will release an optical sound track 

only, with an aspect ratio of 2.35-1. 

Naturama prints also are being manufactured 

for showcases that do not have widescreen 

lenses: these prints have a 1.85-1 aspect 

ratio. 

Yates has given the green light for almost 

the entire Republic program for 1956 to be 

filmed in Naturama and Trucolor. Scheduled 

to follow "The Maverick Queen" into release 

are "Lisbon," filmed in Portugal with Ray 

Milland as director and star, and "Thunder 

Over Arizona," toplining Skip Homeier and 

Kirstine Miller, both of which will be in the 

new anamorphic system and color. 

in which the central figure is a young woman 

who devotes her life to the care and education 

of natives in the Belgian Congo. "August," 

scheduled for publication this month, 

has as its background the city of Paris during 

the ten days prior to its liberation from 

Nazi domination in World War II. Plans 

call for it to be filmed, on location in Paris, 

early in 1957, with Edmund Grainger producing 

. . . 20th Century-Fox invaded the 

best-seller lists to buy "Ten North Frederick," 

the novel by John O'Hara, which was published 

late last year. It's the story of an 

American family whose children suspect 

Corday. Producer, William Alland. Director. 

Nathan Juran. 

"I've Been Here Before." A young commercial 

airline pilot is obsessed with the belief 

that he is the reincarnation of a World Producer-director Andre De Toth purchased 

their mother has poisoned theii- father . 

War I flyer. Stars Jock Mahoney, Leigh "Year of Danger," a Saturday Evening Post 

Snowden, Ann Harding. Producer, Howard story by Ward Hawkins, and scheduled it for 

lensing in England next fall with John Payne 

stai-red as well as functioning as a production 

partner. Hawkins will write the script . . . 

A Kraft Theatre teleplay, "The Stake," by 

George Lefferts, was added to the literary 

stockpile of Roger Corman, independent producer-du-ector. 

It's a drama with a Civil 

War background. 

it known, were the topliners in the two biggest 

grossers in the company's history—the 

former in "The Glenn Miller Story," the 

latter in "To Hell and Back." 

New Independent Unit 

Formed by John Beck 

A new independent production unit has 

been formed by John Beck, veteran filmmaker, 

in association with Max Lewin and 

Mitchell Lifton. The company's initial project 

will be "The Man Who Thought He Was 

Dead," based on an original by Lifton. 

Details of the project, including cast and 

releasing arrangements, have not been announced. 

O'Shea, Dozier Meet 

On RKO Production 

NEW YORK—Daniel T. 

O'Shea, president 

of RKO, and William Dozier. vice-president 

in charge of production, began conferences 

here Satm'day (5) regarding the group of 

productions to go into work at the studio 

within the next 60 days. Dozier left Hollywood 

Friday (4) and will return to the studio 

in approximately ten days. 

The pictures to be discus.sed in New York 

include: "Bundle of Joy," stan-ing Eddie 

Fisher and Debbie Reynolds, which will be 

produced by Edmund Grainger and directed 

by Norman Taurog; "Run of the Ai-row," to 

be produced and dii-ected by Samuel Fuller: 

"Underdog," to be produced by Stanley 

Rubin: "Strike a Blow," which will star 

James MacArthur, son of the late Charles 

MacAi-thur and Helen Hayes, to be produced 

by Stuart Miller and directed by John 

Fi-ankenheimer, and "The Day They Gave 

Babies Away." to be produced by Sam 

Wiesenthal. Also discussed were advance 

plans on another group of RKO films to be 

made later, including thi-ee novels, "Cash 

McCall," "Rachel Cade" and "Ten Days in 

August." 

Since the new RKO management took over 

in January 1956, the studio has completed 

four pictm-es, "The First Ti-aveling Saleslady," 

"Tension at Table Rock," "Back From Eternity" 

and "Beyond a Reasonable Doubt" and 

a fifth, "Public Pigeon Number One," starring 

Red Skelton, Vivian Blaine and Janet 

Blair, went into work April 30. 

O'Shea and Dozier had planned a trip to 

Europe in May to set up RKO's Em-opean 

production and to confer with European distribution 

heads, but this trip has been postponed 

until later in the year. 

Gene Kelly to Undertake 

Triple Chore for MGM 

HOLLYWOOD—Following the recent premiere 

in Switzerland of "Invitation to the 

Dance," starring and directed by Gene Kelly 

for MGM, Kelly has completed arrangements 

with the company for the production in 

France of "Happy Journey," on which he will 

function as star, producer and co-director. 

The venture will roll this month, based on 

a script by Arthur Julian and Joseph Mor- 

James Stewart to Team 

With Audie Murphy 

heim, with Noel Howard co-directing. Kelly 

With a weather eye toward the boxoffice, 

has arranged 

will portray a father whose son vanishes from 

Universal-International to 

team James Stewai-t and Audie Murphy in a 

a boarding school with another youngster 

and who, in sear-ching for the lad, encounters 

newly packaged property, "Night Passage," the mother of the other runaway. In sharing 

based on a western novel by Norman A. Fox their problems, the bereft parents are re- 

and assigned to Aaron Rosenberg to produce. 

Stewart and Murphy, the studio would have 

united with their children. 

MGM to Make CS Film 

In Black and White 

HOLLYWOOD— Heretofore adamant in its 

insistence that the Cinemascope process be 

garnished with color, 20th Century-Fox has 

departed from that ruling to permit MGM to 

photograph "The Power and the Prize" in 

that widescreen technique and in black-andwhite. 

Based on the novel by Howard Swiggett, 

the story of international big business now is 

before the cameras as a Nicholas Nayfack 

production, with Henry Koster—on loan from 

20th-Fox—as the director. It stars Robert Taylor, 

Swiss actres.s Elizabeth Mueller, Burl 

Ives and Charles Coburn. 

26 BOXOFFICE 

: 

5, 1956

4^ 

EVERYTHING 'ABOUT IT I 

JOHN JUSTIN 

ROLAND CULVER 

UAM REDMOND • EARL CAMERON • ORLANDO MARTINS 

CINEMaScOP^ 

/oirrL 

\ Jt>V Hv£. 

^ 

ccbjECHNICOLOR 

BIG- JiiJ^^>Ki>

: May 

OUTDOOR THEATRE BOOM BOOMS ON 

10 More Drive-ln Theatres 

Going Up in New England 

BOSTON—The construction of new driveins 

continues to flourish in the five New 

England states, despite six snowstorms since 

March 1 and several more snow flurries. The 

heavy fall of snow has caused drive-in owners 

who braved the weather early in March 

by opening their gates a little earlier than 

usual to close during the storms. One drivein 

owner in the film district was heard to 

moan and groan, "What have we done that 

the weatherman treats us like this? We've 

had to close our gates five times already this 

season." 

The first of the new ozoners to appear is 

the Route 114 Drive-In. Middleton, Mass., 

which opened April 25. Steve Minasian, coowner, 

promoted an eight-page brochure as 

an advertising hand-out, complete with a 

map of the area showing all roads leading 

to the theatre. 

The largest drive-in in the territory is being 

erected by Redstone Drive-In Theatres 

in East Boston. This 1,800-car ozoner will 

have 10,000 square feet of space on one floor 

of its concessions stand, with a six-lane cafeteria 

counter. William Riseman Associates 

of Boston designed the concessions building. 

The theatre will have a 126-foot RCA steel 

screen. Named the Suffolk Downs Drive-In, 

the theatre should be ready for an August 

opening. About six miles from Manchester. 

N. H., in the town of Bedford, Ray Starita 

is building an 800-car theatre, with Massachusetts 

Theatre Equipment Co. installing a 

complete Century projection booth. The Boston 

office of Manley is putting in a complete 

Serv-O-Ramic prefabricated concessions 

stand with stainless steel counters and equipment 

in the layout. Starita, a newcomer to 

the industry, also operates a roller rink and 

dance hall in the area. 

Another new theatre is going up about two 

miles from the Salisbury Drive-In of Al 

Rudenstein between Amesbury and Newburyport, 

Mass. This ozoner is owned by Sackes 

\. Our 31 Years In Theatre Advertising Assures the 

/ Exhibitor«l^jâ|j+y I 

Arakelian, who operates the Riverview Drive- 

In, Haverhill, with a July opening anticipated. 

E. M. Loew has a new theatre under construction 

in Auburn, Mass., and is working 

on a permit for another in the town of Canton, 

Mass. 

Adam Rizzo, president of National Construction 

Co., is building a new drive-in on 

Route 113, Georgetown, Mass. which is hearing 

completion. 

In North Adams, Mass., Albert Coury is 

erecting a large drive-in for a summer opening. 

The Minasian brothers are working on another 

theatre in Plaistow, N. H., on the 

Massachusetts border, to be ready this summer. 

In Milford, N. H., Sidney Goodridge, a 

newcomer to the industry, is building a 500- 

car ozoner to be called the Milford Drive-In. 

Malco Circuit Building 

Two Additional Airers 

MEMPHIS—Two drive-ins are being built 

here by Malco Theatres, according to M. A. 

Lightman jr. When they are finished, Memphis 

will have ten outdoor theatres with more 

than 5,500 parking spaces. 

Malco is building a 685-unit drive-in on 

Highway 61 at Raines avenue. The second, 

same size, is being built on Jackson avenue 

near Raleigh. This brings the total number 

of Malco drive-ins to five. Both theatres will 

be finished this month. 

"Memphis has more outdoor theatres than 

a city of this population normally needs," 

said Lightman. "But we had a great deal of 

surplus equipment and property, so we went 

ahead with the construction." 

Wayne Amusement Building 

Two in Detroit District 

DETROIT—A new drive-in, to be known 

as the Algiers, is under construction by the 

Wayne Amusement Co., according to Charles 

Shafer. president and general manager, and 

son of the veteran circuit owner, Walter 

Shafer. The new ozoner will be in Nankin 

Township, west of Detroit, at Wayne and 

West Warren roads, and will be a half mile 

south of the Livonia city limits. Shafer also 

confirmed plans of his company to build another 

drive-in in Livonia itself. 

The Algiers will have 1,350-car capacity, 

making it one of the largest airers in Michigan. 

The opening is tentatively set for June 

15-July 1. Being built on a 25-acre site, the 

Algiers will 

cost about $400,000, including the 

land. 

The Wayne Amusement Co., which operates 

the Wayne Drive-In and two indoor theatres, 

is doing its own general contracting. Grading 

is by Burnash Construction Co., Flint, 

and engineering is by the West Construction 

Co. Simplex and other equipment will be 

installed by National Theatre Supply; 75x 

125-foot screen tower by Selby Industries, 

Akron, Ohio; concessions, by L and L Concessions. 

Charles Shafer personally will manage the 

'Eye-Fi' Projection Joins 

Hi-Fi Sound in Miami 

MIAMI—Searching for a catch phrase 

to sell its top projection facilities, the 

Wometco circuit came up with "Eye-Fi" 

projection and "Hi-Fi" sound for the 

opening of its new North Dade Drive-In 

Theatre last week. The 850-car theatre 

which opened April 27 held "Get- 

Acquainted Nights" for two nights preceding 

the formal opening, admitting patrons 

free. Searchlights, an overhead 

blimp and TV personalities were present 

to give the opening a dazzling sendoff. 

Algiers, with his brother taking over as 

manager of the Wayne Drive-In. Leonard 

Hix, manager of the Shafer in Garden City, 

and Gene Johnston, formerly assistant at the 

Wayne Drive-In, will divide duties at the 

State, circuit headquarters, formerly handled 

by Charles Shafer. 

16-Page Guide 'Tells 

Air About Drive-ins 

NEW YORK— If you're planning a drivein 

theatre, space your ramps at least 40 feet 

apart and preferably 42 feet, instead of the 

recommended 38 feet standard of recent 

years. The reason: The trend in the automobile 

industry to wider and longer cars will 

create parking and turning difficulties which 

can be avoided by proper planning beforehand. 

This suggestion is one of many in a 16- 

page guide to planning and building a drivein 

theatre which National Theatre Supply 

Co. has issued for distribution to outdoor 

theatre operators and prospective builders of 

drive-ins. The guide provides information 

on virtually every phase of the drive-in project, 

from selecting the proper site to choosing 

equipment. 

Some of the subjects covered are: pitfalls to 

avoid In selecting a site, predetermining the 

proper car capacity, design of the roadway system, 

comparing single and double ramp layouts, 

proper car spacing and speaker layout, 

location and design of the boxoffice, calculating 

the size and angle of the screen tower, 

playground planning and projection room 

location and operation. 

Information for the book was obtained 

from NTS representatives throughout the 

country who have had experience in planning 

and equipping drive-ins since 1937. As 

a result, much important data is included. 

For example, it is pointed out, that In the 

selection of a site, the raising of the surface 

area of a 600-car drive-in just one inch requires 

1,000 cubic yards of additional fill. 

Another point Is that while it takes about 

10 acres of ramp area for 450 cars, only half 

again as much acreage is needed to handle 

twice as many cars. 

On screen sizes, the guide recommends a 

32x75-foot picture for a 200 to 350-car drivein. 

For the 1.200-car theatre, a 60xl41-foot 

size is recommended. Other sizes also are 

included. 

Copies of the guide, "Let's Build a Drive- 

In," can be obtained free of charge at the 

NTS branch offices or by writing to National 

Theatre Supply Co., 92 Gold Street, New 

York 38, N. Y. 

BOXOFFICE 

: 

5, 1956

UNIVERSAL FILM EXCHANGES. INC. 

445 PARK AVEI 

NEW YORl 

C.J. FELDMAN 

AN OPEN LETTER TO OBR CUSTOIERS: 

T.er. ^ one -" -f --.S^'iS^/'trf 

age business worl(i--a flllll^\^^-^^ personalll con- 

IL, in behalf of ^-^.ômpa^y, 

«°f^^J^s;;;i7rf^r 

-.on. the call of 

l-o^rruor^nr^nfid^^^^^ 

duty. 

T m,iq+ t?ike this means to 

Lacking such a '"^^^^^t.'.J.^rof Sniversal who 

salute the many fj^-^^^^^^f^^ helP "^«^« *^" 

^"""^ ^"^ 

will be reflected 

The true measure °^^°-/Pfru^^ forthcoming product 

in the boxoff ice ° ^^^J^^^^î eff o^* '« ^^^^^ ^^^ 

and the maximum merchandising e 

behind each picture. 

Best .ishes for summer-long good business. 

Sincerely, 

Vice president and General Sales Manager

WARNING! WARNING! 

WARNING! 

THE MOTION PICTURES 

"MOM AND DAD" "STREET CORNER" 

"THE STORY OF BOB AND SALLY" 

"BECAUSE OF EVE" 

and 

THE PUBLICATIONS 

"The Digest of 

Hygiene — Mother 

and Daughter" 

"The Digest of 

Hygiene — Father 

and Son" 

"Family Relations 

Guide for Women" 

"Family Relations 

Guide for Men" 

"Personal Hygiene 

for Every Woman 

and Girl" 

"Personal Hygiene 

for Every Man 

and Boy" 

"A Man's Life" 

"A Woman's Life" 

Are the copyrighted property of: 

MODERN FILM DISTRIBUTORS 

1325 So. Wabash Ave. Chicago 5, Illinois 

Any infringement or violation of tfiese copyrigfits 

will be prosecuted to the fullest extent 

of 

the law. 

Irwin S. Joseph 

General Sales Manager 

MODERN FILM DISTRIBUTORS 

LET'S SEE YOU MATCH THIS 

CLEVELAND 

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scso 

. Dea 

Complete with Neoprene 

Coiled Cords 

that Stretch to 10 

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Aanufactured 

by 

EXHIBITORS BURN AT LATE FILMS VIA 

16mm 

CinemaScope, No Less, 

In Springfield Bars 

SPRINGFIELD, MASS.—Owners of 

driveins 

and indoor theatres here are doing a 

slow burn at the cafe situation, in which at 

least three barrooms. Miller's Cafe, Frankie's 

Cafe and the Log Cabin, are showing 16mm 

films free of charge. Things reached a climax 

last week when Miller's Cafe played 

Columbia's "Three Stripes in the Sun" one 

week before it was booked to play day and 

date at the Riverdale Drive-In of E. M. 

Loew and the Parkway Drive-In, North 'Wilbraham, 

owned by Nicholas Zeo. An estimated 

crowd of over 50 patrons saw the 

16mm film at each performance at Miller's 

Cafe. 

Miller's gives free performances nightly at 

the cafe, while the other two show 16mm 

prints on weekends only. Some of the films 

shown recently were "The Outlaw," which 

played t

What goes on 

WHILE THE CITY SLEEPS 

TEN TOP STARS! TEN PEAK PERFORMANCES! starring: 

DANA ANDREWS -RHONDA FLEMING- GEORGE SANDERS -HOWARD DUFF-THOMAS MITCHELL 

VINCENT PRICE • SALLY FORREST - JOHN BARRYMORE, Jr. • 

JAMES CRAIG and IDA LUPINO 

Directed by FRITZ LANG 

Screen Play by Casey Robinson 

Produced by Bert Friedlob 

Music by Herschel Burke Gilbert 

jst talked-about movies are coming from J^ 

the NEW RKb 

^

: May 

Marron Kcndrick, President of Sclilage Lock Co., tells how 

''I 

locked up 565 guests!" 

"Building the luxurious Fontainbleau Hotel in 

Florida was 

tightly scheduled — with 565 guests due at the opening! 

"Our problems were to create a special lock design, obtain 

model approvals, and install the locks before the great day. 

But could our San Francisco plant compete with other firms 

many hundreds of miles nearer the construction site.' 

"Yes — thanks to Air Express! 

"The designs, the models, and the last-minute changes 

were all flown Air Express for customer O.K. Air Express 

service gave us valuable added production time . . . End of 

story; the locks were in before the first guest 

"Delivering anywhere in the country in a few hours. Air 

Express is like having a factory in every state. We can bid 

successfully against any competition, no matter how local it is. 

That's because Air Express, in daily use, has never failed us 

Yet, sending most of these shipments Air Express costs surprisingly 

little. For instance, 10 pounds. San Francisco to Miami, 

with overnight delivery, costs only $9.54 door to door!" 

CA\.i.L. jtyiF^ Exi='i=tE:ss 

Ail'Express 

GETS TMEFtE FinST V ia U.S. Schcdu.led Airlines 

EJCPfÊSS >t\G£:/vcv 

of f^jBît-WjCKy 

BOXOFFICE 

: 

5, 1956

Sam Rolh, 55, Stricken; 

Roth Theatres Head 

WASHINGTON—Sam Roth, head of th, 

Roth Theaties ciicuit, died Tuesday ili niRht 

on his 55th buthday in the National Institute 

of Health where lie 

had been a patient for 

many months. 

Roth started in thr 

theatre busines.s as a 

young man and in 1934 

began a chain of theatres 

which originated 

in Harrisonburg, Va. 

The Roth circuit now 

is comprised of 19 theatres, 

nine of them in 

Virginia, including 

three drive-ins; five in 

Sam Roth Washington, D. C. and 

five, including one drive-in, in Martinsburg. 

W. Va. 

In addition to being president of Roth 

Theatres, he also was treasurer of the Pitts- 

Roth circuit in Virginia. 

Funeral services were held on Fi-iday morning 

in the Washington Hebrew Congregation 

here. Roth is survived by his wife Ruth and 

two daughters Eileen and Leslie. 

Barkers Are Reminded fo Register 

\-i 

\ 

20'"Annual 

^^. _,-^ 

Variety Clib 

NTERNMIONftl CONVENTION 

Tax Keystone Theatre 

Food Sales Over 50 Cents 

HARRISBURG, PA.—Tlie fii'st of a series 

of tentative sales tax regulations handed 

down by the Pennsylvania Revenue Department 

has established that food sold in indoor 

theatres and drive-ins is subject to the new 

3 per cent sales tax, if the cost is more than 

50 cents. This ruling was made by the sales 

tax division this week but most theatres in 

the state have been collecting this levy since 

it was put into effect several months ago. 

Gerald A. Gleeson. secretary of revenue, said 

that food and beverages bought from a 

school, chmxh or hospital "in the ordinary 

coui-se of the activities of such organizations" 

are not subject to the tax. 

The tax also should be collected by printers 

or advertising agencies on sales 

of signs, circulars, 

show cards, posters and other taxable 

property. Materials purchased to be incorporated 

into signs, circulars, show cards, 

posters and other similar items which are 

sold by advertising agencies are exempt from 

the tax. Sign painters doing work on property, 

both real and personal, owned by others, 

are performing a service which is not taxable. 

All theatre equipments and fixtiu-es are 

taxable mider the sales levy. Out of state 

purchasers of such equipments do not pay the 

Pennsylvania tax. 

Meadville, Pa., Drops 

10 Per Cent Show Tax 

MEADVILLE. PA.—The city council has 

knocked out its 10 per cent amusement tax, 

which had been under fire for years by Dr. 

H. C. Winslow of the Meadville Park Theatre 

Co. and Ralph Shadley of the Academy Theatre. 

Amusement tax receipts have declined 

in recent years. 

Meadville voters defeated a $225,000 bond 

issue to finance a combined swimming pool, 

ice-skating rink, bandshell and recreation 

project by 2,156 to 905 margin. 

a 

Martin Levine. convention chairman; Harold Klein, chief barker of host tent 

actress Cleo Moore, comedy star Myron Cohen and luncheon chairman Larry Morris 

call attention to the 20th International Variety Clubs convention. 

NEW YORK—Over 600 out-of-town registrations 

have been received to date for the 

international convention of Variety Clubs, to 

be held in New York May 9-12, according 

to Harold J. Klein, chief barker of Variety 

Club Tent No. 35. 

Klein, who liopes for a total registration 

of at least 1,000, said that New York registrations 

"are lagging" and he urged members 

to register for the event as soon as possible. 

Tent No. 35 is "fighting for its existence," he 

said. 

Klein also mentioned added events for the 

international convention, including a special 

showing of Lowell Thomas' "Seven Wonders 

of the World" in Cinerama and the Ed Sullivan 

TV telecast on May 12, which will pay 

tribute to Variety Clubs. Twentieth Centiu-y- 

Pox also has made a short, "The Dark 

Waves," on Variety Clubs' fight against 

epilepsy, which Klein urged all exhibitors to 

show in their theatres. 

Cleo Moore, star of Columbia's "Over-Expo.sed," 

and Myron Cohen, night club comedian 

and story teller, were guests of honor 

at the Variety Clubs luncheon at Toots Shor's 

Restaurant April 27. Martin Starr, who will 

be the official greeter at the international 

convention, also was on the dais as were 

Martin Levine, fust assistant barker; Jerry 

Sager, in charge of publicity, and Larry Morris, 

luncheon chairman. Starr mentioned that, 

with Ernest Borgnine winning the Academy 

Awai-d for "Marty," this was really a "Marty" 

year, including himself and Martin Levine. 

USO Thanks N. Y. Theatres 

For Their Cooperation 

NEW YORK—The United Service Organizations 

has awarded certificates of appreciation 

to nine local theatres or circuits for 

their cooperation. They are Brandt Theatres, 

City Entertainment Corp., Criterion. Loew's 

State. Paramoimt, Plaza. Trans-Lux. Warner 

and Radio City Music Hall. Radio and television 

awards went to the American Broadcasting 

Co.. Columbia Broadca-sting Co., Du 

Mont Broadcasting Co.. Mutual Broadcasting 

Co. and the National Broadcasting Co. 

Regents Uphold Ban on Nudist Film 

ALBANY—The Board of Regents Friday 

noon upheld the State Education Depai-tment's 

motion pictiu-e division's refu.sal to 

license "Garden of Eden." picture localed in 

a Florida nudist colony. 

"This motion picture depicts in color life in 

a nudist camp with many views of nude men, 

women and children, singly, in pairs and 

groups, walking, talking, swimming and playing 

together," the regents stated. "Nudist 

camps, w-here permitted, are segregated from 

the general community, a recognition that 

the morals of our people and the standards 

of American decency w'ould be outraged by 

any such public display. These same morals 

and standards would make the public display 

of this motion picture in the amusement theatres 

of the state before a mixed audience of 

all ages indecent. 

"They constitute, in our opinion, a valid 

standard for prior restraint. So holdlrig, we 

affirm the action of the acting director of 

the motion picture division denying the license, 

unless the eliminations directed are 

made." 

The division had directed deletion of numerous 

"exposure" scenes as a condition for 

licensing. 

BOXOFFICE :: May 5. 1956 33

. . 

. . 

The Swan Opens Big at Music Hall 

But Others Hit by Daylight Saving 

NEW YORK—The first week of "The 

Swan," which opened at the Radio City Music 

Hall just one week after the widely publicized 

Grace Kelly wedding, did smash business at 

the world's largest theatre, but the combination 

of spring-like weather and the start of 

daylight saving time affected the majority 

of other Broadway first runs. 

"Jubal" had a good first week at the Mayfair, 

as did "Godzilla, King of the Monsters" 

at Loew's State, but another monster film, 

good 

They add up to 

pictures 

comfortable 

temperatures 

"home-comfort" seating 

and International 

Theater Seats 

give your 

patrons 

that "homecomfort" 

relaxation 

When seating or reseating your 

theater with Internationals, you win 

two ways — in lower installation costs 

because Internationals are factory 

assembled and save time and labor 

— and in maintenance because allsteel 

construction, hingeless seat suspension 

and completely interchangeable 

seats and backs require less 

maintenance. 

For complete information about International 

theater seats, write, wire or 

phone — 

in New York . 

"Doc" Faige or "Barney" Sholtz, 

Norpat Soles, Inc., 

1 13 West 42nd St., 

Phone: BRyant 9-5055 

in Baltimore . 

"Jack" Douses, 

202 West Fayette St., 

Phone: BRoadway 6-5369 

or— 

%tematlonar 

^ SEAT 

DIVISION OF 

UNION CITY BODY COMPANY, INC., 

UNION CITY, INDIANA 

"The Creatm-e Walks Among Us" was mild at 

the Globe and did not last a full second week. 

George Gobel's "The Birds and the Bees" was 

disappointing at the Paramount. "Star of 

India" was just fair in its one week at the 

Palace, where it was below recent one-week 

runs. 

"The Man in the Gray Flannel Suit" held 

up well in its third week at the Roxy, where 

it IS supported by an ice stage revue, but "Alexander 

the Great," in its fifth week at the 

Capitol; "Meet Me in Las Vegas," in its 

seventh week at the Astor, and "The 

Conqueror," in its fifth week at the Criterion, 

are nearing the end of their runs and will 

be replaced by new pictures in mid -May. 

The single other smash picture on Broadway 

is the third Cinerama picture, "Seven 

Wonders of the World," which was absolute 

capacity in its third week of two-a-day performances 

at the Warner. "Oklahoma!" held 

up well enough in its 29th week of two-a-day 

at the Rivoli and "Richard III" was just fair 

HI its seventh week of two-a-day at the Bijou. 

The art theatres were comparatively better, 

with "Madame Butterfly" registering the 

best opening week at the Baronet Theatre in 

three years and "Lovers and Lollipops" being 

25 per cent ahead of "The Little Fugitive," 

made by the same producers, which also 

opened at the Normandie in 1953. Also strong 

were "French Can Can," in its second 

week at the Fine Arts: "Ballet of Romeo and 

Juliet," in its fourth week at the Paris Theatre, 

and "The Ladykillers," in its tenth week at 

the Sutton. 

(Average 100) 

Astor- Mect Me in Los Vegas (MGM), 7th 

—Madome Butterfly (IFE) 

Richard III (Lopert), 8th wk. of twc 

—Alexander the Great (UA), 5fh 

n—The Conqueror (RKO), 5th wk.. 

APO), 2nd 

Radio 

stag. 

Rivolie 

Ballet 

Kid 

For 

and 

Lollipops 

105

. . The 

ALBANY 

An affreoment to employ a parttime Albany Ihe Palace. Edgar S. Van Ollnda. drama, film 

stage worker settled a strike which had and music critic for the paper, authored for 

been under way at Fabian's Mohawk Drivein. 

the special issue an article highlighting the 

Colonie, since the reopening April 14. The 

stagehand will change the signboards three 

times a week. Filmrow heard. The controversy 

theatrical history of Albany. The edition ran 

218 pages. 

over use of a stagehand at the 1.000-car Details for the second Drive-In Church to 

theatre—the only automobilcr hereabouts be conducted by the United Churchmen of 

which had employed one since that form of 

theatre came into being—had been brewing 

the Rensselaer-Greenbush area in cooperation 

with the Greenbush Clergy Club will 

be completed at a meeting May 15. The 

since last summer, and it flared when the 

groups held Sunday morning services at Alan 

airer relighted without a stagehand. lATSE 

V. Iselin's Auto- Vision. East Greenbush, last 

summer . 20th-Fox exchange expressed 

strong satisfaction with the patronage being 

Local 12 put up pickets, and projectionists 

Local 324 refused to go through the line. The 

Mohaw'k continued to operate with other 

boothmen. 

Mrs. Rosa Rosenthal, sister of the late Moe 

Mark, who built and operated the Strand in 

Albany, the Strand in New York and other 

motion picture theatres, is a patient at St. 

Peter's Hospital. She fell while alighting 

from a taxicab after attending a performance 

at the Strand, and reportedly suffered a 

broken hip. It was the second time Mrs. 

Rosenthal, in her 70's. had fallen recently. 

She recovered rapidly from the first mishap. 

Mrs. Rosenthal's son Bob, who managed the 

Strand and the Ritz at various times, came 

here from New Orleans to visit his mother. 

The Stanley Warner Strand, Ritz. Madison 

and Delaware, and Fabian's Palace took 

quarter-page advertisements in the centennial 

edition of the Times-Union. Six pictures 

coming to the Strand were listed in the SW 

copy, and the same number was given for 

attracted to "The Man in the Gray Flannel 

Suit" and "Carousel." Salesman Johnny 

Wilhem w-as sporting a tie on the "Gray Flannel" 

theme. 

For the first time in history, an Albany 

theatre will be the site of the New York 

Central railroad's annual meeting of stockholders. 

Fabian's Palace, seating 3,650. will 

be the place May 24 at noon, the time. Board 

Chairman Robert R. Young had promised 

shareholders that larger quarters would be 

engaged. At one time, the yearly gatherings 

were in Union Station. For several years past, 

the Sheraton-Ten Eyck Hotel had been used, 

although the 1954 meeting, at which Young 

gained control of the railroad, was held in 

the State Armory. 

Universal District Manager Joe Gins conferred 

with Manager Norman Weitman and 

salesmen Gene Lowe and Ernie Ziegler about 

coming product as a followup to the recent 

four-day sales meeting In New York. U-I is 

releasing ten features July through October. 

There Is to be special emphasis on "Away 

All Boats." on which the Navy Department 

will cooperate at all key city openings. Gins 

and Weitman drove to Gloversvllle for a 

huddle with Bill Kraemer, chief booker for 

Schine circuit. 

Unfavorable weather has delayed construction 

on the Unadilla Drive-In near Sidney 

and may require po.stponement of the opening 

until Memorial Day. The 400-car situation 

will be operated by Johnny Gardner, 

owner of the Turnpike at Westmere. and Al 

LaFlamme. manager of the Strand, Albany. 

Norman Contois, who will be assistant manger 

of the automobiler, resigned as as.slstant 

at the Strand and moved to Unadilla with 

his family. Interstate Sign Erectors of Albany 

has fabricated the Unadilla's sign. 

Babylon on Long Island 

Reopened by Prudential 

NEW YORK—The Babylon Theatre, one 

of the Prudential houses cm Long Island, was 

reopened with elaborate ceremonies Friday 

(41 after a complete renovation and redecorating 

job. "The Man With the Golden 

Arm" was the screen attraction. 

A Cinemascope screen has been installed. 

It extends from wall to wall. New drapes and 

curtains have been put in over a rock wall 

base for improved acoustics. 

The foyer has been changed, with one staircase 

eliminated, and the lounges and rest 

rooms have been modernized. The refreshment 

counter also is new. 

ALLIED THEATRE OWNERS of NEW JERSEY, Inc. 

Is 

37th 

Proud to Announce Its 

ANNUAL CONVENTION 

at the Fabulous CONCORD HOTEL 

Kiamesha Lake, 

New York on 

Sunday-Monday-Tuesday May 27-28-29 

FULL SCHEDULE OF ACTIVITIES FOR YOU AND YOUR WIFE 

Bonus Attraction: Decoration Day, May 30th, at regular convention 

rates, if you wish to stay on. 

For further information and reservations, contact Allied office: LAckawanna 4-2530 

BOXOFFICE :: May 5. 1956

. . Richard 

. . Fred 

. . Beatrice 

. . Abe 

. . . Frank 

: May 

BROADWAY 

Tames R. Velde, general sales manager of 

United Artists, returned to the home office 

April 30 after Philadelphia conferences with 

eastern district and branch heads. Jesse 

Chinich. western division manager of Buena 

Vista, also got back to New York after a 

two-week series of sales meetings in Salt 

Lake City. St. Louis and Omaha and Sanford 

Weiner. general sales manager of Continental 

Distributing, is back from Chicago, where he 

set up 30 dates for "The Night My Number 

Came Up" and the first run of "The Ladykillers" 

at the Esquire . Einfeld, 

vice-president of National Pictures Corp., 

is back in New York following a trip through 

the Mohawk Valley on openings of Edward 

Alperson's "Mohawk," which 20th Century-Fox 

will distribute in May . Wilcox, director 

of MGM's "Forbidden Planet." got to 

New York Friday, the day after the picture 

opened at the Globe Theatre. 

Richard Egan, who is co-stared with Jane 

Russell in "T'he Revolt of Mamie Stover," 

planed to New York May 2 to promote the 

opening at tlie Capitol Theatre May 11. Dana 

Wynter, another 20th Century-Fox star, left 

by air for Southern Rhodesia to visit her 

parents, but expects to be back in New York 

for the opening of "D-Day the Sixth of 

June" at the Roxy Theatre late in May. 

Nicole Maurey, star of RKO's "The Bold and 

the Brave," left May 2 for Boston and New 

Haven to promote the film. George Gobel. 

who has been promoting "The Birds and the 

Bees" for Paramount, got back from Chicago 

May 2 and will leave for Boston May 6. 

Gary Cooper, who delayed his departure to 

Paris to attend a special screening of his 

Allied Artists film, "Friendly Persuasion." 

finally flew to France April 30. 

The Motion Picture Bookers Club of New 

York will honor David A. Levy, former Universal 

executive, now retired, at a closed 

meeting of the organization at the Hotel 

Taft May 14 . . . Leo Pillot, special events 

manager for 20th-Fox, was married to Alma 

Harman in a private ceremony before 

Supreme Court Judge James McNally April 

28 . Ross. Republic trade press 

contact, is back from a two-week vacation in 

Jamaica, B.W.I. . Weisbrod of MGM's 

advertising department, planed to the coast 

for a vacation Friday i4i. 

Jerry Pickman, Paramount advertisingpublicity 

vice-president, got back from Holly- 

Cinema Lodge Hails Presidents 

NEW YORK—Max E. Youngstein, vicepresident 

of United Ai-tists, who is retiring as 

president of B'nai B'rith Cinema lodge, was 

presented a plaque and a scroll, as well as a 

farewell gift of a traveling bag, at the Cinema 

lodge Presidents luncheon at the Sheraton- 

Astor Hotel last week. Robert K. Shapiro, 

managing director of the New York Paramount 

Theatre, was installed as new president. 

Jacob K. Javits. attorney general of the 

State of New York, and Robert M. Weitman. 

luncheon chairman, spoke. Martin Levine. 

past president who served as co-chairman of 

the event, also was awarded a pla

: May 

. . Rudolph 

Schnectady Erie Heads 

Refute Razing Stories 

ALBANY Fabian Divbiou ManaKor Elia.s 

Schleni;er and Schenectady Fabian Manager 

Phil Rapp have issued strong denials of a 

story, first appearing in the Albany Times- 

a long time yet. It will continue, he said, to 

present motion pictures and stage attractions 

indefinitely. One of the stage shows booked 

for May is "Die Fledermaus." by the 

Schenectady Light Opera Co. May 15-17. 

The report of closing and demolition was 

believed to have originated in a statement 

several months ago by a spokesman for the 

owner, the Farley Estate of Albany, that it 

might be taken down within a year for conversion 

into a parking lot. The .site is at 

the center of the city. 

Lat«r Mayor Samuel Stratton suggested 

that the city council study the possibility of 

converting the Erie into a long-needed 

terminal for bus passengers. 

The Erie, connected by an arcade with the 

State, usually plays holdovers and subsequent 

run pictures. Gene Ganott manages both 

l•lou.ês, 

Jeanette Allen Is Named 

To Head Rock Hill Airer 

ALBANY'—The Rock Hill. 

Sullivan County 

drive-in. reopened Friday (4i with a woman 

manager. Owner Harry Lamont promoted 

Mrs. Jeanette Allen, cashier for three years, 

to the top spot. She lives in Rock Hill, lower 

Catskill mountain town. 

The Rock Hill relighting date was advanced 

from that for 1955 "because everything 

was set." Lamont explained. Incidentally, 

enough snow fell April 25 to cover 

the ground at the automobiler. but Lamont 

felt sure the "winter" had ended there. 

There are at least two other women closely 

associated with the operation of Albany exchange 

district drive-ins: Mrs. Lillian Henry 

of the Star-Dust. Plattsburg. and Mrs. John 

Gardner of the Turnpike, Westmere. Mrs. 

Gardner's husband heads up the Turnpike. 

BUFFALO 

'The (ilowmetrr Corp. ot North Tonawanda, 

manufacturer of motion picture theatre 

screens, has been adjudged as bankrupt in an 

Union then in the Knickerbocker News, that order signed by Federal Judge Justin C. 

Morgan in Buffalo. The order appoints Attorney 

the stage performance of "Tea and 

Sympathy" May 2 at the Erie. Schenectady, 

Harry H. Wiltse trustee and refers the 

would be the final one prior to razing of matter to Bankrupcy Referee James R. 

Privitera. The order was signed after attorneys 

the building. 

for stockholders, certificate holders, 

Ri\pp said that no date has been set for 

wage claimaints and creditors appeared before 

the Erie building and 

possible 

added 

demolition 

that the 

of 

theatre may be open for Judge Morgan. The motion for the order was 

made last month by the Radiant Mfg. Co. of 

Chicago, a creditor of Glowmeter for $46.- 

809.28. The North Tonawanda firm had 

been a "debtor in possession since September 

1954." 

Directors of the Buffalo Federation of 

Women's Clubs have endorsed the program of 

Foundation Theatre to save the Erlanger 

Theatre as a legitimate playhouse. The 

federation represents 115 organizations. Mrs. 

William Gregory Rankin, publicity chairman 

of the federation, said a directors meeting in 

the Park Lane adopted a resolution 

pledging 

the organization to "take an active role in 

supporting the efforts of this most civicminded 

foundation." The directors, she said, 

also authorized immediate purchase of one 

$75 of share stock in the enterprise. Meanwhile, 

efforts to save the Erlanger from being 

turned into a parking lot received a boost as 

Isaac Gordon of Rochester, who bought the 

theatre from the Dipson circuit of Batavia, 

agreed to a new deadline for a $10,000 first 

payment. The $10,000 binder asked by Gordon 

represents a portion of the annual rental 

fee for the theatre. 

Arthur Canton, eastern Vi-staVision publicist 

for MGM. was in Buffalo conferring with 

Edward F. Meade. Shea theatres ad-pub 

chief, and Steve Pirozzi, MGM exploiteer in 

the Buffalo and Albany areas, on plans for 

a test engagement in Shea's Buffalo May 17 

of "Bhowani Junction" Bach, 

. 

former salesman for Allied Artists in the 

Buffalo and Albany areas, has been named 

salesman for IFE in the Buffalo and Pittsburgh 

territories. Bach will make his headquarters 

in Buffalo. 

Twenty-seven years ago. Tony Sisti. noted 

Buffalo artist, painted a portrait of Richard 

Bright Fire Thunder-Sky, a young Mohawk 

Indian. With more than 100 art enthusiasts 

looking on the other day, Sisti again transmitted 

to the canvas the same, but older, features 

Federal Court Dismisses of his Indian acquaintance. The Paramount 

12 N.Y. Antitrust Suits 

Theatre, which had "Mohawk" as its current 

attraction, arranged to have Thunder-Sky, 

NEW YORK—Twelve antiti'ust suits asking who claims he is chief of all Mohawks, appear 

on Helen Neville's WGR-TV program, 

damages totaling more than 318,000.000 were 

dismissed with prejudice Wednesday i2i in 

had been brought 

federal 

by 

court here. They 

East Islip Theatre, Inc.: South Shore YOU STILL HAVE TIME TO REGISTER FOR THE 

Theatres Leff-Myers Corp., Phoenix Theatre, 

Amusement 

BIGGEST CONVENTION IN VARIETY'S HISTORY. 

Inc.. and Tower Corp. against 

the major companies and the Skouras and 

CLUB HEADQUARTERS AND CLUB ROOMS AT 

Metropolitan circuits. 

THE WALDORF-ASTORIA HOTEL. 

with Sisti interviewing hlni on the Mohawks 

and Helen presenting both with guest tickets 

to -see the picture at the Paramount. At the 

same time, Helen gave a pitch for the coloring 

contest being used In connection with the 

.showing of the Fox production and which she 

has been plugging for .several weeks on her 

popular television program. 

John R. Zimmerman, 68. of WllUam.sville, 

N. v., for almost 20 years the owner of the 

Candy Vending Machine Co.. is dead. Surviving 

is his wife Mayme. Burial was in Forest 

Lawn. Buffalo . . . Election of Dr. Mervln 

J. Kelly, president of Bell Telephone Laboratories 

of New York City to the board of 

directors of Bausch & Lomb Optical Co. 

of Rochester, prominent in the development 

of the lenses for Cinemascope, was announced 

by Carl Hallauer. president. 

The Tecli Theatre's international attendance 

in Apiil has bested the first April of 

Cinerama in Buffalo, a year ago. by 30 per 

cent, according to Boris Bernardi. managing 

director of the house. "Cinerama Holiday" 

is in its third month on Main street in Buffalo, 

and Bernardi considers Its steady advance 

beyond marks set early last year by 

"This Is Cinerama" significant evidence that 

his favorite film form is here to stay. A year 

and three months after the initial showing in 

Buffalo, the novelty of the great screen no 

longer can be considered the main factor. 

Bernardi declares. 

PEP UP YOUR INTERMISSION! 

INCREASE SNACK BAR 

SALES! 

with a 

BRAND NEW 

SPOT TAG 

THE FUN GAME FOR DRIVE-INS 

featuring the comical character 

Spotty in "SpotCapades" 

Spotty plays hide and seek with your audicnrc 

*hile they try to catch him with their spot 

lights . 

. . ends with a plug for your Snock Bar. 

YOU CAN BUY SPOT TAG 

OUTRIGHT AND USE IT 

OVER AND OVER 

S1750 

M0TIDIlPlCTBII[5[iCEi;0. 

York—ALBANY THEATRE SUPPLY, Albany—5-5055 

NATIONAL THEATRE SUPPLY, Albany—5-1479 

EASTERN THEATRE SUPPLY, Buffolo—Mohowk 0001 

SUN CARBON Co, New York—Circle 6-4995 

BOXOFFICE 

: 

5. 1956

. . Dave 

. . Andy 

. . Joe 

. . . Gil 

. . Wife 

. . Leo 

. . Jack 

. . Ai-t 

. . The 

: May 

. 

. 

PITTSBURGH 

gill Mack, who retired from National Screen 

sales duties here a year ago because of 

ill health, has been recuperating in Miami 

Beach after undergoing surgery in Syracuse 

. . . Bill Hawk has returned to the SW circuit 

as manager of the Enright in East Liberty, 

the post he held prior to resigning several 

years ago to take a bank job on the northside 

here. 

Three common pleas judges here ruled that 

Francis R. Thomas sr., Filmrow projectionist, 

cannot collect double indemnity on a $5,000 

insurance policy because his Marine hero son 

Francis R. "Bob" Thomas, met death in an 

"act of war." This new twist to the "police 

action" in Korea, in which 134,000 American 

boys were killed, has split the nation's courts. 

Bob Thomas was killed Oct. 27, 1952, 

while single-handedly storming enemy 

bunkers and trenches in Korea. Posthumously 

he received the Navy Cross, the nation's 

second highest honor for heroism. The 

motion picture industry here paid tribute to 

him two years ago by dedicating a memorial 

park on Filmrow in his honor. His father 

claimed double indemnity on the basis of 

a state supreme court decision in 1953 that 

the action in Korea was not a "war" in the 

constitutional or legal sense. Now three 

Allegheny County judges rule the Korea 

struggle was an "act of war." A brother of 

the Marine hero, Ronald Thomas, is a U-I 

shipper here. 

The Sun-Telegraph and the Stanley Theatre 

announced a contest in conjunction with 

the newspaper's daily lookout for newstips, 

this to exploit RKO's "While the City Sleeps." 

Best newstipper daily will receive $25, plus 

four free tickets for the theatre, while the 

newspaper film is on exhibition . . . Although 

Jimmy Nash said that last year would be his 

final appearance as Variety Club golf tournament 

chairman, he will again handle this 

annual event in July at Highland Country 

Club . Barnholtz, former veteran film 

salesman here, has joined Borkon Travel 

Service in Squirrel Hill. He plans to serve 

members of the motion picture industry via 

air, ship or rail. 

Father Robert Boelke of St. Mary's College 

at North East, Pa., a veteran Motiograph 

projectionist there, looks foi-ward to the many 

modern motion pictures he now can exhibit 

under the direction of the Rev. John Guiniven. 

rector. Installed in the college auditorium 

by Atlas Tlieatre Supply are a new 

9x20-foot screen, projectors, sound system, 

anamorphic lenses, etc. Father Boelke is 

well known and beloved in the film industry 

and he takes gi-eat pride in his projection 

room and the most perfect exhibition of motion 

pictm-es. 

Theodore "Teddy" Cozza, president of Local 

211 AFL Newspaper Film Drivers Union, an 

AFL Teamster affiliate, was elected a vicepresident 

of District 7 of the Pennsylvania 

SAM FINEBERG 

TOM McCLEARY 

JIM ALEXANDER 

84 Van Braam Street 

PITTSBURGH 19, PA. 

Phone Express 1-0777 

Beltw Jhan Ever - Mow's Vour Equlpfflent? 

Federation of Labor in convention at Philadelphia. 

Hai'old Davis, president of AFL 

Musicians Union here, also was elected a 

vice-president of District 7 in the PFL convention 

. . . Mike Molnai" has resigned as 

manager of the SW Em-ight in East Liberty. 

He and his wife expect to make their home 

in the state of Washington . and Molly 

Mulone present special exhibitions at the 

Miami in Springdale, for area. Catholic nuns. 

Bureau of Labor Statistics report that Pittsburgh 

had 130 strikes in 1955, involving 173,- 

000 workers and accounting for 1,590,000 lost 

workdays. In comparison with 566 strikes in 

Pennsylvania, these accounted for somewhat 

less than one-fourth staged in the state. 

However, in comparison with 388,000 strikers 

in the state, Pittsburgh walkouts accounted 

for nearly one-half of them. 

Bob O'Hare, manager of Associated circuit's 

Hippodrome on the north side, who 

inaugurated "country store night" on May 3, 

has promoted James Goodworth to be his 

assistant . . . Echo Drive-In on Route 51 at 

Large has reopened for its second season. 

Formerly operated by Al Kurtak, the Echo 

now is a joint operation of Morris Fmkel 

and Associated circuit . Chakeres, 

who operates the Roof Garden Drive-In at 

Somerset, the Horizon Room and concessions 

at the Greater Pittsburgh airport, is recuperating 

from a heart attack. Son Tony, who 

will be maiTied to Helen Savas in July, is 

managing the Horizon Room. 

The Capitol, Braddock, which closed forever 

April 28, was the last of the once powerful 

chain of 32 Rowland and Clark theatres 

in Pittsburgh and western Pennsylvania to 

be disposed of by the James B. Clai-k estate. 

The Capitol opened in September 1923 as one 

of the few high class houses outside of Pittsburgh. 

Others were in East Liberty and 

McKeesport. Russ Wehrle, who managed the 

Capitol for 23 years to round out 36 years 

with the late James B. Clark interests, said, 

"This theatre is bigger than Pittsbur-gh's 

Nixon and it's well built. They'll have a hard 

time ripping it down." Wehrle will remain 

in the amusement field at Braddock, having 

leased the Times Theatre there, which has 

been dark in recent years. The Times is 

being modernized for a mid-May opening. 

William Shartin, former UA manager here, 

was killed recently when struck by an auto 

while crossing a street in Seattle. Shartin 

was manager of Favorite Films in Seattle . . 

Mrs. Frank J. "Bud" Thomas, the former 

Helen Klingensmith, underwent an operation 

in Columbia Hospital, Wilkinsburg. She 

is recuperating very satisfactorily. 

Television City, McKeesport firm planning 

to build a $700,000 television station, won the 

first round in its fight for rights to Channel 4. 

FCC examiner Ehzabeth C. Smith recommended 

the grant and the entire FCC must 

review this decision. Other applicants for 

Channel 4 are WCAE of Wilkinsburg, Matta 

Enterprises of Braddock and Irwin Community 

Television. Television City is substantially 

the same as Allegheny Broadcasting 

Corp., operator of KQV. 

Builders of a proposed shopping center on 

McKnight road in the north hills include a 

l,200-.seat theatre in their plans . . . The 

Marianna, Pa., theatre is reopening on a trial 

basis . . Norbert Stern, head of Associated 

circuit, returned home from the Montefiore 

Hospital where he underwent several operations 

. of Bud Andrews, Emporium 

exhibitor, is ill and hospitalized . . . Morris 

Lefko, former RKO manager here and now 

RKO district manager at Cleveland, resigned 

this post effective May 1 to join Paramount 

as special representative for "The Ten Commandments" 

and "War and Peace," with 

headquarters in New York . . . Barbara, 

daughter of the Ben (SW) Steermans. and 

Lawrence Felman are engaged. Both Pitt 

students, they have not set a wedding date . 

The Fulton sneak-previewed "The Revolt of 

Mamie Stover." 

Mrs. David C. SUverman, wife of the RKO 

manager, will be honored May 7 at the annual 

presidents' luncheon of the Phi Epsilon Pi 

Mothers Club of Zeta Chapter in the Park 

Schenley ... A movie on cancer detection 

was exhibited Thursday morning at the Memorial 

Theatre in McKeesport for women 

only . Galanis, who had operated the 

Ford at Ford City which has been remodeled 

into a drive-in beer distributing estabUshment, 

was elected president of that community's 

Band Boosters Club . . . The Hollywood, 

Johnstown, is dai'k, and Tom Trigona, 

proprietor, is ill in Memorial Hospital there. 

Oldtime industry friend Nat Lefton, 62, 

Ohio film distributor for many years, died in 

Sarasota, Fla. HLs brother Lou is a former 

independent film distributor here . . . Karl 

Brenkert. 63. well known in the local industry 

during his many years with Brenkert Light 

Projection Co., died in his home in Birmingham 

. Kalmenson, Warner manager, 

returned from hLs vacation in Las Vegas 

where he met Louis Ellis, former Clarksburg 

outdoor exhibitor, who is increasing his motel 

units at Las Vegas from 28 to a total of 60 . 

Republic's local branch topped the division 

in its recent drive. 

Singer Lynn Roberts will come here to ex- 

ploit "While the City Sleeps." which will 

premiere at the Stanley Theatre . . Ronald, 

16-year-old son of the Floyd Klingensmiths 

and a junior at Hai--Brack High School, has 

been named to the National Honor Society. 

He assists his father, former Pittsburgh film 

salesman, in the operation of the Sunset 

View Drive-In, Tarentum Mervis 

circuit lease on the Paramount Theatre, 

Brighton Road, expired May 1 and Jerry 

Lubitz. who recently took leases on the West 

End Theatre, also formerly a Mervis unit, 

and the Penn Theatre, Monaca, now closed 

because of labor trouble, has leased the 

Paramount. 

The Floyd Klingensmiths will observe their 

i9th wedding anniversary on May 26 . . . 

Filrm-ow farewells Bill Finkel at a dinner 

party. He sold his theatre interests to brother 

Morris and is retiring to his home in Florida 

Wilson will bring his "Moby Dick" 

paintings here for exhibition prior to the 

release of the picture . 

(Associated) 

Stern has a snappy new Thunderbird sportscar 

.. . Sheldon Reynolds, producer of "Foreign 

Intrigue" for UA, will come here May 25 

for several days to exploit his show. 

YOU STILL HAVE TIME TO REGISTER FOR THE 

BIGGEST CONVENTION IN VARIETY'S HISTORY. 

CLUB HEADQUARTERS AND CLUB ROOMS AT 

THE WALDORF-ASTORIA HOTEL. 

BOXOFFICE : 

5. 1956

, . Jack 

. . James 

. . Jack 

. . Leo 

. . Phil 

. . The 

. . Booker 

. . Manager 

. . Pat 

. . WOMPI 

. . Belated 

. . Hazel 

. . Warners' 

. . Leona 

. 

. . . Freda 

. . Manager 

PHILADELPHIA 

•The Westsidc Theatre in Plymouth. Wilkes- 

Barre. has changed its name to the 

Larkesville while the Hajvest Moon Drive-In 

in Linden. Pa., has been renamed the Fort 

Drive-In . Greenberg now i.s booking 

and buying for the Savoy Theatre in Catasauqua 

. K. Humphries now is 

booking ajid buying for Mahoning Valley 

Drive-In in Lehighton . Capitol in 

Jim Thorpe. Pa., has been shuttered . . . The 

Alan Ti-ading Co. has taken over operation of 

th.' New Broadway here. Franklin Peace i.s 

the new manager. 

Edward Potash, Universal sales manager, is 

back at work after undergoing an abdominal 

operation at Jefferson Hospital and is recuperating 

in Florida . Levin, a Philadelphia 

insiu-ance man who is on crutches 

due to an injury suffei-ed in an accident. 

was stranded on the balcony of the Stanton 

Theatre when he discovered that the escalator 

only went up. Tlie usherettes informed 

the manager of his predicament. He turned 

a key. reversed the stairs, and sent the man 

on crutches down the easy way. This good 

deed was rewarded with a mention in a column 

in one of the leading new.^paper.s 

ut the city . . . John G. Jerman. 88. died 

on Tuesday. He appeared in show business 

first when he owned and managed the 

Lyceum in Philadelphia in 1882. Then for 

36 years he was owner and operator of the 

Columbia Burlesque Wheel, which booked 

burlesque shows into some 40 cities ai-ound 

the country. 

It was revealed in a Sunday supplement in 

a local new.spaper that Paul Douglas was a 

member of the February 1925 class of West 

Philadelphia High, and he was voted "class 

comedian." The class prophecy predicted that 

he would become a film star . . . Majestic 

Pictures. 1237 Vine, is the newest independent 

on Filnu-ow . Brodsky, assistant to 

Ellis Shipman at Stanley Warner, has left 

for India with Lowell Thomas and a Cinerama 

production unit. Brodsky acts as controller 

for the unit . Ignatius Mooney. 

who has worked for postoffice service for 50 

years, has retired as headquarters superintendent 

of the Philadelphia division. Postal 

Inspection Service. In the early days of his 

job. he used to write screen stories on the side 

and would receive $25 a .script. Louella Parsons, 

the columnist and former story editor of 

Essenjay studios, bought his first one. "The 

Hero Coward." This was a one-reeler. which 

did exceptional business at the Elite Theatre. 

2714 Gu-ard Ave., the most popular nickelodeon 

in Mooney's neighborhood. 

The Circus Drive-In on White Horse Pike 

and the Rivoli Theatre, Hammonton, N. J., 

have been picketed for almost half a year by 

Local 462 of the projectionists union, which 

seeks to unionize the operators of both theatres, 

owned by Sam Fi-ank of Atlantic City. 

Recently state troopers were called to the 

drive-in after a complaint was lodged that the 

picketers threw tacks on the highway entrance 

to the theatre. Police later said that 

the report was false. Gene Mathis, business 

agent for the local, said the picketing will 

continue In an orderly manner. Mathis 

claims that the two theatres are the only 

major motion picture theatres in South Jersey 

in which the operators are not members of 

the 

union. 

PLAN 'SWAMP' S.4TURATU)N—Carole Mathews, star of "Swamp Wom.ii." 

helped make plans with leading Philadelphia area exhibitors for the UO-theatrc saturation 

break arranged by Jack Harris for the world premiere of the picture. Shown 

left to right, counterclockwise; Sandy Gottlieb, Miss Mathews, Jack li. Harris, Eddie 

Prizer, Harry Brillman, Paul Klieman, Louis W. Kellman. Mrs. Killnian. I. J. Segall, 

Ted Schlanger, Mel Kox and Jerry Gaghan. 

WASHINGTON 

ITal Marshall, 20th-Fox. expluileer. was a 

visitor . . . Manager Ira Sichelman went 

to Baltimore . 

Sara Young spent 

the weekend in Albany visiting her son Dick 

and his family . . . Janet Brown, who resigned, 

was given a surprise baby shower and 

received many beautiful gifts . . . 

Booker 

Marion Bowen celebrated her 13th anniversary 

with 20th-Fox birthday 

. 

greetings to Yvonne Barrett Weedon's 

daughter Trudy was married to Wayne 

. 

Morris April 28. 

The Ritz, Baltimore, is closing May 8 . . 

Kenneth Thomson came in to book his Rendezvous 

Theatre. Hampstead. Md. Florence 

Garden. Allied Artists secretary, is sport- 

. . . 

ing a new hairdo of Washington 

members have received their new pins 

. 

Mrs. John Allen, whose husband is division 

manager for MGM out of Dallas, was 

a Washington visitor . . . Ernest Huyett is 

vacationing in California . . . 

Harry Ajello is 

vacationing in Florida McCarthy 

. 

is back after several days' illness . . . 

Kitty 

Arnold was out sick. 

M Paramount Molly Maniere resigned and 

was replaced by Cora Morgan Shipper 

. . . 

George Mamakos is vacationing . . . 

Booker 

Bob Miller. Universal, has been promoted to 

salesman and booker Oren Summers moves 

into the head bookers spot . . . 

Columbia 

manager Ben Caplon visited Virginia exhibitors 

Roslyn Shor resigned . . . . . . 

Peggy 

Shay was out due to the illness of her father. 

At Republic Rose Johnson is expecting a 

visit from the stork . . . Cashier Joyce Kriso 

is vacationing Jake Flax went 

. 

to Richmond . 

Palmer is refurnishing 

her apartment . . . Mrs. Frank Boucher was 

guest of honor at a surprise birthday party 

at the Golden Parrot Rebecca 

. 

Dillon has returned from a Florida vacation 

. . . Violet Smith is at home convalescing after 

undergoing surgery. Sarah Green came back 

to help out during Violet's absence . . . 

Mildred 

Sample was given a surprise baby 

shower and received many lovely gifts. 

RKO cashier Agnes Turner served as parliamentarian 

for the 44th regional conference 

of the South Atlantic Region of the American 

Federation ot Soroptimist Club.^ at the 

Mayflower Hotel. Also in attendance were 

Mary Agnes Sweeney, Louis Berheimer Theatres: 

Hah Stover, Alexandria Amusement 

Co.. and Edna Gruver. New Glen Theatre, 

Glenburnie, Md. . Joe Brecheen 

was in Richmond . . . Sylvia Hodgkins' husband, 

who underwent surgery recently, is 

now convalescing at home . . . Ellen Hull's 

two young sons are down with the mumps 

Berman has moved into a new 

apartment. 

BALTIMORE 

'Daltimore Variety Tent 19 has scheduled a 

Preakness dinner dance, to be held May 

18. the evening before the Pi-eakness at 

Pimlico. It will take place in the Southern 

Hotel ballroom with Meyer Davis' orchestra 

furnishing dance music. The price has been 

set at $30 per plate. Pi-oceeds will go to the 

Variety Club Heart Fund. The affair is being 

sponsored by Variety and the Maryland 

Jockey Club. Numerous out-of-town guests 

here for the Preakness are expected to attend 

and sports writers from all parts of the 

country, who will be covering the race, are 

being invited to the dinner dance. Isador K. 

Makover, who operates the Edmondson Village 

Theatre, is chairman. 

Jake Flax, manager for Republic in Washington, 

has returned as a patient at Johns 

Hopkins Haspital. Marburg Ward, for additional 

treatment . . . Caryl Hamburger, publicist 

for "Oklahoma!" at the Film Centre, 

attended the Spanish Dancers Concert at the 

Lyric with a group of friends. 

Ed Linder, managing director of the Villa 

Theatre, Rockville, used the American 

Legion commander's monthly letter to issue 

invitations to Legion members and one guest 

to attend the theatre on designated nights as 

guests of the theatre. Linder's wife Bunny 

recently returned from Florida where she 

visited with her mother. Melvin Harding, 

chief usher at the Villa, underwent an operation 

at the National Institute of Health in 

Bethesda April 30. Linder has granted the 

Baptists in Rockville the free use of the Villa 

on Sunday mornings for church services. 

BOXOFFICE 39

. . The 

. . Kenneth 

. . Al 

^tmdcui ê^Ktnt 

ORITISH EXHIBITORS last week warned 

British films, and that the CEA regarded a 

healthy British film production industry as 

an essential, to the extent that it provided a 

balance against 100 per cent imported productions. 

There was a need for the continuation of 

the present exhibitors quota; although the 

CEA wanted certain amendments to the 

existing Quota Act in order that a number 

anomalies in its operation should be dealt 

with. The CEA turned down any suggestion 

of import quotas in order to protect British 

film producers nor did the exhibitors favor 

any scheme involving a reduction of tax 

when a British film was being played. The 

exhibitors document only ran to eight foolscap 

double spaced pages, but its carefully 

reasoned case for the theatrical owners point 

of view will undoubtedly be given close study 

by the Board of Ti-ade. 

It now is revealed that in its tax talks with 

the Treasm-y the All Industry Tax Committee 

called for a reduction in tax from £33,000,000 

to £13.000,000. If the Committee had received 

this £20,000,000 tax bonus the Committee 

told the Chancellor that they would be prepared 

to allow £2,000,000 of it to go to the 

small exhibitors by means of the sliding 

scale rebate of tax, while of the remaining 

£18.000.000 per annum the AITC proposed 

that the exhibitors should retain £9,400,000 

after paying an additional £2,600,000 as production 

levy, leaving £5,000,000 for the British 

Film Pi-oduction Fund, compared with 

the present figui-e of £3,000,000. It need 

hardly be said that the trade in this situation 

was highly optimistic and u.sed the classic 

strategy of negotiation which boiled down is: 

ask for the moon but be prepared to accept 

a small piece of cheese. 

The Ass'n of Independent Cinema Exhibitors 

representing some 700 cinemas last week 

pa.ssed a resolution calling on members to stop 

paying the Eady Levy a.s a protest to the government 

against the "continued treatment 

of the small exhibitors and the burden of 

entertainments tax." Whether the rank and 

file exhibitors will follow the recommendations 

of their leaders is questionable. On the 

other hand they have not much to lose: AIC 

represents the very small exhibitors who expect 

to receive very little from the government 

in this year's Budget and if seat prices go 

up again, their business must go to the wall. 

Tiie end of the small exhibitor is very near 

•'-;iles.s .something is done soon. Even 

By ANTHONY GRUNER 

Chancellor MacM.Uan has written to them 

to say that no useful purpose would be served 

by his receiving their deputation. 

the government that if the film industry 

has not been able to reach a "healthy condit.cn" 

by October 1957 or earlier it will 

not be able to continue to support a voluntary 

"Magic Fire," Republic's life of Wagner, 

Eady scheme. The actual words used by 

the Cinematograph Exhibitors Ass'n were that 

it could hold out "little promise" of CEA 

was given a Royal sendoff by its world premiere 

being attended by the Duchess of Kent 

Alexandria. Thanks to Republic's 

and Princess 

participation unless the government provided 

Gerry Fernback the exploitation of the 

the industry with a subsidy or made the film reached fantastic proportions with one 

Eaay Levy statutory. These observations were of the stars, 'Valentina Cortesa, making her 

made by the CEA in its document relating to television appearances on both BBC and ITV 

it from 

the future policy of the fUm industry which channels, and big press space given to 

had been submitted to the National Film all Fleet Street's critics. "Magic Fire," which 

Finance Corp. and the Board of Trade. 

will be released in Rank theatres over here, 

The memorandum stated that British also has turned out to be an excellent boxoffice 

cinemagoers had come to accept and enjoy 

picture. It is doing very big business 

at its prerelease run at the Gaumont, Haymarket. 

Incidentally, Republic's recent Chicago 

opening of "Magic Fire" used Gerry's 

British campaign as the basis of its own promotion. 

Last week was Grace Kelly's week and the 

climax of it was reached with the premiere 

of "The Swan." Pi-ior to that both the BBC 

and ITV ran progi-ams of extracts of her 

previous films finishing up with shots of her 

latest MGM picture. The BBC's television 

show, "Picture Parade," in particular, gave 

quite extensive extracts from "The Swan" 

and a magnificent buildup for the premiere. 

The national press natm-ally joined in this 

publicity campaign, if only as a rest from 

front paging the adventures of the two Russian 

visitors: Messrs. Bulganin and Khruschev. 

Andre Hakim's next film to follow his 

Sumar Production, "The Man Who Never 

Was," starring Clifton Webb, wîll be "Sea 

Wyf and Biscuit," starring Richard Burton. 

It will be directed by Roberto Rossellini. Incidentally, 

Ingrid Bergman is here in London 

on preparation for "Anastasia," which she will 

make fcr 20th Century-Fox opposite Yul 

Brynner. Director will be Anatole Litvak at 

MGM studios, Boreham Wood. 

News in brief: Billy Daniels and Dorothy 

Dandridge over here on ATV's commercial 

television show. "Sunday Night at the Palladium" 

. Rank Organization is sending 

a big delegation of stars headed by Peter 

Pinch for the fu-st Irish International Film 

Festival . . . Twentieth Century-Fox has just 

completed the "J. F. Pattinson Anniversary 

Sales Drive Fortnight," which has coincided 

with his birthday, and with his appointment 

as the company's first British managing director 

. . . Phoenix Productions, who made 

"Escape in the Sun," a Paramount feature, 

is following this with "The Woman and the 

Hunter" and then "Shanghai Conspiracy," 

based on the book by General Charles Willoughby 

. Crown of Allied Artists and 

president of Moulin Pi-oductions is in London 

1:0 discuss production and distribution problems 

. Tynan, author and dramatic 

critic of the Observer, has joined Ealing 

studios as scenario editor. He will seek to 

develop new ideas for film series as well as 

advising on the various stages of script preparation. 

Tynan, not yet 30, is the author of 

four well-known books. 

Heineman Signs Affidavit 

On Appeal of 'Trapeze' 

NEW YORK— United Artists 

has devised a 

way of getting key bids for "Trapeze," Hecht- 

Lancaster film, before its arrival in the U. S. 

William J. Heineman, distribution vice-president, 

saw it in London while it was being 

scored and edited and has prepared an affidavit 

stating its boxoffice appeal and asking 

for blue chip playing time. 

UA will run the affidavit as a trade advertisement 

and its sales personnel will distribute 

it in the field. The company is asking 

for bids for playing time starting June 28. 

Heineman has recourse to his sworn statement 

because the negative will not arrive 

here until mid-May and screening prints will 

not be available in .sufficient time for bidding 

and advertising the opening date. 

The statement dwells on the quality of the 

picture, its cast, starring Bm't Lancaster, 

Tony Curtis and Gina LoUobrigida; the direction 

by Carol Reed and the story of circus 

life. 

UA has budgeted $333,000 for a national advertising 

campaign, according to Roger H. 

Lewis, director of advertising, publicity and 

exploitation. The first ad, a full-page color 

display, will run in the May 26 issue of Life 

magazine. A double-spread will follow in the 

June 18 i.ssue. 

Film Festival in Berlin 

Draws 20 Competitors 

BERLIN—Entries of films have been received 

from 20 countries for the Sixth International 

Film Festival June 22 to July 3. 

Last year there were 29. 

Films are entered in the following categories: 

full-length features, feature-length 

documentary and cultural films, and short 

documentary or cultural films. The entries 

thus tar have come from Algeria. Argentina. 

Austria, Belgium, Belgian Congo, Canada, 

Ceylon, Finland, France, Great Britain, India, 

Israel, Italy, Spain, Switzerland, Union 

of South Africa, the United States, 'Venezuela, 

Yugoslavia and Germany. The deadline 

is May 15. 

A Golden Berlin Bear will be awarded tor 

the best film in each category. 

Two U. S. Films Win Favor 

At Cannes Film Festival 

CANNES—Two American films in the 

Cannes Film Festival have received warm receptions—MGM's 

"I'll Cry Tomorrow" and 

Columbia's "The Harder They Fall." West 

Germany has walked out of the competition 

because of objections to "Sky Without Stars," 

reputedly presented by Russian representatives. 

Hochstetter to Represent 

Johnston at Asian Fete 

NEW YORK—Leo Hochstetter. Far Eastern 

representative of the Motion Picture Export 

Ass'n, will attend the third Southeast Asian 

Film Festival at Hong Kong next month as 

personal representative of Eric Johnston, 

MPEA president. 

Johnston will entertain President Soekarno 

of Indonesia at a dinner in Hollywood May 31 

and later in Washington. William Palmer, 

MPEA representative in Indonesia, will return 

with Soekarno on a leave of absence. 

BOXOFFICE

• 

Houvwood 

HOLLYWOOD 

Office— Suite 229 at 6404 Hollvwood Blvd.: Ivcn Spear, Wes 

PRODUCTION 

CENTER 

Board Members View 

Col. Release List 

HOLLYWOOD—Columbia's production and 

release schedule for the next several months 

was scrutinized at a week-long session of 

the company's board of directors, which began 

its meetings at the studio Monday (30 

with president Harry Cohn in the chair. 

At midweek studio spokesmen opined there 

was little likelihood any official announcements 

would be forthcoming prior to the conclusion 

of the conferences. Participating were 

Jack Cohn. executive vice-president; A. Montague, 

vice-president in charge of sales; Abe 

Schneider, vice-president and treasurer; Leo 

Jaffe, vice-president; Nate Spingold and Paul 

Lazarus, vice-president and advertisingpublicity 

director. 

$255,000 Is Subscribed 

To Jewish Welfare Fund 

HOLLYWOOD—More than $255,000 has 

been subscribed to date to the 1956 United 

Jewish Welfare Fund drive by major and 

independent studio executives and personnel, 

it was revealed by Jerry Wald, Columbia 

executive producer, who is chairman of the 

campaign's motion picture division, Filmdom 

raised nearly $600,000 in the 1955 drive. 

Steve Broidy, president of Allied Artists 

and head of the Federation of Jewish Welfare 

Organizations, disclosed the election of Henry 

C, Rogers of the public relations firm of 

Rogers & Cowan to the board of trustees. 

Para. Releases Briskin 

HOLLYWOOD—Samuel J. 

Briskin has requested 

and received release from his 

contract as a Paramount producer, effective 

upon completion of his next two films, "The 

Sons of Katie Elder" and "The Joker Is 

Wild." Briskin said he has no definite future 

plans. 

BOXOFFICE 

U-l Five-Day Session to 

Expansion in 

HOLLYWOOD — Projected plans for 

further expansion in overseas markets will 

keynote Universal- 

International's V e- f i 

day global sales conference, 

which will 

open at the studio May 

7 with 72 delegates 

from 55 countries, 

plus U-I's foreign, domestic 

and studio executives 

in attendance. 

Chairing the sessions 

will be Alfred E. Daff, 

executive vice-president 

of U-I and presi- 

Alfred E. Daff 

dent of its foreign 

subsidiary. Universal-International Films, 

while sales meetings will be conducted by 

Americo Aboaf. foreign general manager. 

As a means of familiarizing overseas delegates 

with all phases of company policy, operations 

and long-range sales and promotion 

plans, the visitors will be escorted on tours 

of the studio, will screen newly completed 

product and will meet with company personnel 

and contractees. 

In addition to Daff and Aboaf, the domestic 

contingent w-ill be headed by Milton R. Rackmil, 

president; N. J. Blumberg. board chairman; 

Edward Muhl. vice-president in charge 

of production; Charles J. Feldman. vice-president 

and general sales chief, and David A, 

Lipton, vice-president in charge of advertising 

and publicity. 

Attending from the U-I foreign department 

in Gotham will be Ben M. Cohn, assistant 

foreign manager; Felix Sommer. vice-president; 

Fortunat Baronat. foreign publicity director; 

Joseph Mazer, head of the 16mm department, 

and Irving Weiss, service department 

manager. 

Also included in the domestic delegation 

are Norman Gluck. vice-president of United 

World Films; Charles Simonelli, eastern 

advertising-publicity department manager; 

Clark Ramsay. Lipton's executive aide; Jack 

Diamond, studio publicity head; William Gordon, 

production code administrator; Louis 

Blaine, head of the studio publicity staff's 

foreign branch, and Maurice Myron, head 

of foreign transportation. 

Overseas participants will include K. N. 

Hargreaves, joint assistant managing dli-ector 

of JARFID. U-I distributor in the United 

Kingdom; A. W. Perry, president of Empire 

Universal Films of Canada; Here Mclntyre, 

Speed Up 

Overseas Markets 

Australasian supervisor; John Spires, continental 

supervisor; Al Lowe, Latin America; 

Arthur Doyle. Far East; Marion Jordan, continental 

sales manager, and John Marshall. 

Middle Europe and Scandinavia. 

Also coming from abroad will be: 

Enrique Pardo, Argentina; Reg Perry, bronch manager 

in Adelaide, Australia; Joseph Denis, Belgium; 

Rudi Gottschalk, Brazil; Q. S. Moriono, Burma; Raul 

Viancos, Chile; Ramon Garcia, Cuba; K. E. Jorgensen, 

Denmark; Jose Gonzalez, Dominican Republic; Francisco 

Puig, Ecuador; Andre Solib, Egypt; llmo Makelo, 

Finlond; Charles Zue, Formosa; Bernard Goldmen, 

France, North Africa and Switzerland; Rene Delcourt, 

France; L. Scherer, Germany; Douglas Granville, Greot 

Britain; V. Michaelidos, Greece; Ginarn Lao, Hong 

Kong; Geoffrey Borct, India; E. P. Sullivan, Indonesia; 

Israel; Italy; 

David Mollah, Emonuele Zama, 

Oscor Nasini, Italy; Rodolfo Bocchi, Italy; W. W. 

Broun, Japan; G. Nokatani, Japan; Cesar Aboaf, 

J. F. Mexico; B. Schimmel, Netherlands; B. Olander, 

Norway; H. Sayers, Pakistan; Soul Jacobs, Panomo; 

Alejandro Undurraga, Peru; Maurice Casey, Philippines; 

J. R. Belgo, Portugal; Horold Dudoff, Puerto 

Rico; Wally Orr, Singopore; Enrique Aguilar, Spain; 

Karl Jungmarker, Sweden; Charles Ochsner, Switzerland; 

Leo de Jesus, Thailand; Walter Lambert, 

Trinidad; Morris Poiewonsky, Uruguay, and Orlondo 

Calvo, Venezuela. 

Among pictures to be screened during the 

conference are "Away All Boats," "Toy Tiger," 

"Unguarded Moment," "Kelly and Me," 

"Battle Hymn," "Istanbul." "Star Light." 

"Written on the Wind" and "The Great Man." 

Trapeze' Debut to Aid 

Variety Boys Club 

HOLLYWOOD— As a charity event for the 

benefit of the Variety Boys Club, pet project 

of Tent 25. Variety Club of Southern California. 

Hecht-Lancaster's "Trapeze." starring 

Burt Lancaster, Tony Curtis and Gina Lollobrigida, 

will be world-premiered Tuesday (29) 

at the Fox Wilshire Theatre. 

Hollywood celebrities, state and local dignitaries 

are on the invitation list, and grandstands 

to accommodate 2.000 spectators are in 

the planning stages. A circus parade will be 

a highlight of the premiere ceremonies, which 

will be given coast-to-coast TV coverage. 

Carol Reed, who directed, will check in from 

Britain late this month for meetings with 

the press, planning stopovers in New York 

and Chicago before his aiTival in Hollywood. 

Extras Resume Talks 

HOLLYWOOI>—Collective bargaining negotiations, 

broken off at the end of March, 

when a deadlock was reached, have been resumed 

by the Screen Extras Guild with the 

Ass'n of Motion Picture Producers and the 

Alliance of Television Film Producers. 

Japan is making rapid strides in production 

of films and is building new .stars intensively.

: May 

Blurbers 

STUDIO PERSONNEUTIES 

20th Century-Fox 

NED MOSS resigned as publicity chiet tor 

Productions, the company's TV unit, to enter 

public relations field in Florida- He is being 

placed by BOOKER MCCLAY, swinging over fi 

the Young & Rubicam ogency- 

Clefiers 

Meggers 

Warner Bros. 

Columbia 

Producer Sam Katzman set FRED SEARS to dir 

Cha, Cho, Cha," forthcoming tunefilm bosed 

the 

dan 

RKO Radio 

SAM WIESENTHAL drew the production r 

"The Day They Gave Babies Away," which 

Dale Eunson and Katherine Albert. 

United Artists 

Edword Small signed BILLY WILDER 

.Vitness for the Pi 

upcoming film version 

f Agatha Christie's stag 

'oduced in London by Ai r Hornblow jr. 

Producer Collier Young iked ROBERT STEVENoseph 

Coft 

Opti 

Allied Artists 

ADELE JERGENS drew the feminine lead in the new 

Bowery Boys comedy, "Chasing Trouble," a Ben 

Schwolb production to be megged by George Blair, 

Set for supporting roles were QUEENIE SMITH ond 

TIM RYAN. Additions to the cast include THOMAS 

HENRY, PAUL BURKE, CLEGG HOYT, MICHAEL ROSS 

and MURRAY ALPER. 

Columbia 

ESTHER MINCIOTTI Character actress drew a 

comedy role the Judy Holliday-Richard Conte 

in 

starrer, "Full of Life," while AMANDA RANDOLPH 

was olso odded to the cast of the Fred Kohlmar pro- 

TRUDy' MARSHALL ond JOE DE SANTIS. 

DAVID BRIAN will have the male lead in the 

Wallace MacDonald production, "The White Squaw " 

Independent 

Sig Neufeld, who is producing "Frontier Gambler" 

for Associated Film Releasing Corp., inked JOHN 

BROMFIELD for the mole leod opposite Coleen Gray, 

The galloper is being megged by Sam Newfield. 

Set OS cast toppers in "The She-Creoture," o 

Golden State production for American International 

release, were TOM CONWAY ond CATHY DOWNS, 

The science-fiction drama will be produced by Alex 

Gordon and megged by Edward L, Cohn. 

Metro-Goldwyn-Mayer 

man production, "The Little Leaguer," which Herman 

Handed a feotured spot in "The Power and the 

Prize," toplining Robert Toylor and Elizabeth Mueller, 

was RICHARD ERDMAN. Henry Koster megs the 

Paramount 

Emerging from a six-year retirement, DON CASTLE 

will enact a key role in the Hal Wallis production, 

"Gunfight at the OK Corral," which stars Burt Lancoster 

and Kirk Douglas under the direction of John 

Sfurges. Castle left films to become proprietor of 

o guest ranch in Palm Springs. 

Nomad Productions, headed by Bruce Odium, 

booked CARMEN SEVILLA, Spanish actress, to star in 

"Flamenco," which will be lensed in Spam this 

summer with Don Siegel directing. 

RKO Radio 

ADOLPHE MENJOU was inked to star with Debbie 

Reynolds and Eddie Fisher in the Edmund Grainger 

production, "Bundle of Joy." 

J. C. FLIPPEN, ALLYN JOSLYN and BENNY BAKER 

were entrusted with comedy leods in the Red Skelton 

topliner, "Public Pigeon Number One," which also 

It is stars Vivian Blaine and Janet Blair. being 

produced by Horry Tugend and directed by Norman 

McLeod. 


iigned for a comedy role in 

\re Free," tunefilm starring 

ly, Sheree North and Ernest 


Eorlmar Productions, the new unit headed by Jeff 

Chandler and his agent, Meyer Mishkin, signed 

RONALD HOWARD for o starring spot with Chandler 

in the outfit's first venture, "Drango." 

BURT LANCASTER will star with Tony Curtis in the 

Hechf-Lancaster venture, "Sweet Smell of Success," 

based on a story by Ernest Lehman, which is slated 

Cha 

or CARLTON YOUNG was ticketed for 

John Payne starrer, being megged by 

and produced by Frank and Walter 

Video actress FRANCES HELM will make her theotncal 

film debut as the femme lead of "Fort 

Laramie." Bel-Air Productions booked GREGG 

PALMER for the picture, on Aubrey Schenck-Howard 

W. Koch production, on which Lesley Selonder is 

the 

megaphonist. 

Universal-International 

SNOWDEN was handed the femme LEIGH lead 

opposite Jock Mohoney the reincarnation drama, 

in 

"I've Been Here Before," which Richard Borlett 

directs and Howard Christie produces. Sharing the 

toplines will be ANN HARDING. JOHN MCINTIRE 

Contract actress JANE HOWARD drew a featured 

the Fred MacMurray "Gun o 

role in starrer, for 

Coward." The Technicolor western, a William Alland 

production, is being directed by Abner Biberman. 

Inked to make her screen debut in "Star Light," 

starring George Nader and Julie Adams, was IRENE 

CORLETT, a stage and TV actress. Jack Sher is 

megging the Technicolor-CinemaScope feature for 

Producer Aoron Rosenberg. Screen newcomer HELENE 

STANTON was added to the cost. 

LYLE TALBOT 

,on," the Aaror 

The Great 

(hich stars 

and IS being directed by Jose Ferrer. 

Booked to star with Debbie Reynolds ond Leslie 

Nielsen in "Tommy" was WALTER BRENNAN. 

Joseph Pevney megs the Ross Hunter production, 

being lensed in Technicolor and CinemoScope. An 

addition to the featured cast was SIDNEY BLACKMER. 

MARTHA HYER will star with Tony Curtis in 

"Cory," the story of a Chicago gangster's romance 

with a society girl, which will be produced in Technicolor 

by Robert Arthur. 

Warner Bros. 

Character comedienne JESSIE ROYCE LANDIS will 

appear with Tab Hunter and Natalie Wood in the 

Fronk Rosenberg production, "The Girl He Left 

Behind," which is being lensed in CinemoScope and 

Scripters 

with Dovi. ing. 

Independent 

Emily Harvin's novel, "The Stubborn Wood," is 

being adapted by SYLVIA RICHARDS as a starring 

vehicle for Bette Davis. The opus will be produced 

lOintly by Miss Davis and Paul Henreid, ond directed 

Metro-Goldwyn-Mayer 

Screenplay for "Silk Stockings," based on the 

Broadway musical by George S. Kaufman and Abe 

Burrows, is being written by LEONARD SPIGELGA55. 

To star Cyd Chorisse and Ann Miller, it will be pro- 


BURT KENNEDY was inked to screenplay "The 

Reef," a World War II drama which Williom Hawks 

Warner Bros. 

Milton Sperling of United States Pictures signed 

EVERETT FREEMAN to work on the screenplay of 

"Moriorie Morningstor," based on the best-seller by 

Herman Wouk. 

The Frank Rosenberg production, "The Violent 

Land," is being penned by GUY TROSPER from a 

novel by Wayne D. Overholser. 

Story Buys 

Independent 

"The Stake," a Kraft TV Theatre teleplay by 

George Lefferts, was purchosed by producer-director 

Roger Gorman. It is o Civil War drama. 

'Two Worlds," a screenplay by Paul Richard 

will Shelton, was acquired by Paul Henreid, who produce 

and direct. He has inked Rosenda Montreros, 

Mexican actress, for the leading role. 

"Passion Is the Gale," a novel by Jane Winton, was 

purchased by the newly formed Hamden Productions, 

organized by octor Richard Denning and his agent, 

RKO Radio 

"Three Empty Rooms," an original by Regi 

Rose, wos acquired for filming this year on locc 

in New York, will be scripted by Rose 

It 

wil 

directed by Sidney Lumet. The drama deals 

young married couple in Manhattan on the first 

and night of their honeymoon 


Film rights were s£ 

L. 

Gonzoles," by Gene 

booked to develop the 

PRESS IllDDLh— \ si\-picture slate for United Artists release, the first of which will be a post-Civil War action drama, 

"Drango," was outlined at a recent press conference staged by Earlmar Productions, newly organized independent headed by Jeff 

Chandler (fourth from right) and his agent-manager, Meyer IVIishkin (third from right). 

"Drango" was written and will be produced for Earlmar by Hall Bartlett (third from left) in association with Chandler and 

Mishkin. Others in this picture, from left: Jules Brieken, who will direct; Sam Weiler, Bartlett's associate; Robert Blumofe, United 

Artists vice-president in charge of west coast operations; James Wong Howe, who will photograph "Drango," and composer Elmer 

Bernstein, set 

to write the musical score. 

BOXOFFICE : 

5, 1956

; May 

populace that the low must be upheld. 

Technically 

AliTed Artists 

CARL DUDLEY will photograph "The Oklohomo 

Columbia 


LUCIEN BALLARD will photograph the Russ-Fn 

production, "The King and Four Queens." 


FRANK HOTALING joined the art director st. 

and was handed "The Deadly Montis" os his fi 

assignment. 

Title 

Warner Bros. 

Changes 


now Story" to THREE BRAVE MEN. 

Gordon Stulberg Feted 

By Writers Guild West 

HOLLYWOOD—Members of the executive 

board of Writers Guild of America. We.st, 

and former officers of the Screen Writers 

Guild were hosts at a cocktail party honoring 

Gordon Stulberg, retiring WGA counsel. 

Stulberg, who resigned recently, will vacation 

for two weeks prior to taking over newduties 

as executive assistant to B. B. Kahane, 

Columbia vice-president. 

The death of Edward Arnold was a "great 

loss" to the Screen Actors Guild, Walter 

Pidgeon, SAG president, declared. Hailing 

him as one of the "great servants" of the 

organization, Pidgeon reminded that Arnold 

had served as an officer or member of the 

SAG board of directors continuously since 

1935 and had been president in 1941 and 

THERE 

Is ever growing evidence that 

Hollywood's creative and thesplan talent 

is willing to bet it,s time and money 

on the widely expressed opinion that a 

goodly shai-e of the industi-y's future and its 

profits ai-e in close liaison with independent 

production. Longer than a country mile is 

list the of producers, directors, writers and 

troupers who have hung out their own 

shingles diunng the recent past. Among the 

more prominent of these freelance film fabricating 

outfits, as concerns personnel, product, 

promise and publicity, are Hecht-Lancaster 

and C. V. Whitney Pictui-es, Inc. 

Now comes still another, setting up shop 

as Earlmar Productions. Formed by actor 

Jeff Chandler in association with his agent. 

Meyer Mishkin, this unit wasted no time in 

securing a United Artists releasing commitment 

for a program of six features, in at 

least three of which Chandler will have the 

topline. Its formation was followed by the 

announcement that Hall Bartlett, a veteran 

of the independent field, is joining the company 

to script and produce Earlmar's first, 

"Drango," a post-Civil War action drama, 

which will roll in June with Chandler starring. 

The ventm-e is expected to be completed 

in time to go into distribution before 

the end of the year and Chandler—who is 

also luider non-exclusive contract to Universal-International—has 

signified he will hit 

the road to barnstorm when the film is set 

for its key bookings. 

By retaining Marty Weiser, one of the 

film colony's more competent publicity, public 

at showmanship. Roth had the theatre lobby 

swarming with armed deputy sheriffs—why, 

nobody could fathom. To have accorded these 

lawmen with at least a semblance of u.sefulnes.s, 

they should have been equipped with 

nets—and not for the overworked critics. 

Wa-spish Hollywood keyholer Hedda Hopper 

made a recent appearance as the mystery 

guest on the "-What's My Line?" telecast. At 

the exact moment when one of the blindfolded 

panelists asked. "Is it Louella Parsons?" 

the picture was blacked out "due to 

mechanical difficulties." 

Guess that will prove which of Cinemanla's 

two first ladies of gossip wields the more 

power. 

Universal-International Ls jumping al)oard 

the reincarnation bandwagon with the assignment 

of Jock Mahoney. heretofore renowned 

as TV's "Range Rider, " to the stellar 

spot in "I've Been Here Before." In the 

opus he will portray "a young man who believes 

he is the reincarnation of a World War 

I flyer." 

Now, it they can regress Jock to be his 

horse—or vice-versa—they'll have something. 

Apparently economics have succeeded where 

pressure and loud wails failed. For the past 

several years Hollywood publicists periodically 

have squawked because the public relations 

of the Academy of Motion Picture Arts 

relations and advertising counsellors, the 

Chandler-Mishkin group has taken the necessary 

and Sciences, including the climactic Awards 

1942. 

steps to assure itself of maximum press events, were entrusted to the firm of Mayer 

Paramount snagged all the honors when coverage. 

and O'Brien. The beefs concentrated on two 

counts: First, that M. and O'B., headed by 

the American Society of Cinematographers, Earlmar thus joins a growing and distinguished 

fraternity and, if past perform- 

Howie Mayer—a one-time studio blurb chief 

at a Monday (23 1 meeting, paid tribute to 

winners of photographic awards in the recent 

ances of its organizers are criterion, should at Columbia—is a Chicago outfit, and main- 

annual Academy of Motion Picture Arts quickly win an admirable position therein. tained Hollj'wood offices principally to keep 

and Sciences presentation of Oscars. 

a headlock on the Academy account; secondly, 

Cited by the ASC were Robert Burks, who Heaven help Hollywood's harassed film appraisers 

that because of such absentee headquarters, 

when Leon Roth, local tom-tom and for other reasons, Howie and his gang 

lensed "To Catch a Thief"; James Wong 

Howe, cameraman on "The Rose Tattoo"; tickler for United Artists, decides—on rare were not doing a particularly effective job in 

John Fulton, for special effects on "The occasions—to resort to that thing to which he beating the drums for Oscar. Mo.?t of the 

Bridges at Toko-Ri"; Farciot Edouart, head 

nece.ssary efforts on his shiny behalf, according 

laughingly refers as showmanship. Recently, 

of Paramount 's transparency department, for 

reviewers received from Leon a keep-it-confidential 

to the complainers, became the unavoid- 

telegram summoning them to the able chore of the studio publicity depart- 

developing a double-frame, triple-head background 

projector, and Loren L. Ryder, head Academy Awards Theatre—and early on ments, and the contention was that better 

of the Paramount special projects and sound Monday morning, already—to attend a "press results could be accomplished by some local 

departments, for a projection film index to 

conference." at which, the message added in .space -snatching organization. But the plaints 

establish the proper framing for various aspect 

on deaf ears. 

secretive fashion, "actual motion pictures of fell 

ratios. 

unidentified flying objects commonly called Now comes announcement that the M. and 

flying saucers" would t>e shown. 

O'B. organization has terminated its flacking 

In the same vague, hush-hush style, the a.ssociation with the Academy after nine 

Bel-Air Steps Up Filming 

communique advised that the celluloid in years. This disclosure was accompanied by 

To 12 Films This Year 

question was neither science-fiction nor a an explanatory statement asserting that 

HOLLYWOOD—Bel-Ail- Productions, the "conventional Hollywood movie," and urgently 

requested that the contents of the be doubled if they were to remain, on the 

Mayer and O'Brien had requested their fees 

independent unit headed by Aubrey Schenck 

and Howard W. Koch and releasing through wire not be divulged until the showing had claim that the agency had been "losing 

United Artists, has stepped up its filming taken place. 

money" on the account, and that such demand 

was rejected by Academy officials. 

pace to 12 features this year, as compared to After a few thousand more-or-Iess wellchosen 

introductory words by Tom Towers, While the Academy bu.siness may not be 

nine made last season, and has already completed 

four of the projected dozen, while Los Angeles newsman who supplied commentary 

lucrative, it is nonetheless a prestige liaison 

for the film, and Clarence Greene, for any freelance blurbery. and there are 

another one is before the cameras. 

Awaiting release are "Rebel in Town," "The who produced it, the as.semblage was shown, several in Cinemania competently manned to 

Black Sleep," "Hot Cars" and "Pharaoh's for reviewing purposes, an over-long documentary 

about flying .saucers. 

So the jockeying for position can be ex- 

handle it. 

Curse," while "Fort Laramie" will begin filming 

Wednesday As the piece de resistance of his tired pass pected forthwith. 

(9). 

BOXOFFICE 

: 

5, 1956 

43

: May 

C'X^cuUue. 

East: James H. Nicholson, president of 

American International Pictures, headed for 

New Orleans with a print of "Gunslmger" to 

screen the Roger Corman production for 

Louisiana exhibitors. 

Allied Artists distribution executives. Also 

checking in were John C. Flinn, AA advertising-publicity 

director, and Robert Swink, 

film editor, who accompanied Wyler on the 

eastern 

trek. 

West: Sol C. Siegel, MGM producer, planed 

in from New York after conferences with 

eastern executives concerning publicity-exploitation 

campaigns being drafted for "High 

Society," which stars Bing Crosby, Grace 

Kelly and Fi-ank Sinatra. 

West: Barney Balaban, president of Paramount, 

was expected in from Manhattan at 

midweek for planning huddles with Y. Fi'ank 

Freeman, vice-president in charge of studio 

operations. 

East: William Dozier, RKO vice-president 

and production chief, headed for Gotham for 

conferences with President Daniel T. O'Shea 

concerning starting dates on several upcoming 

film projects. Five features are scheduled 

to go into work within the next 60 days. 

West: Don Hartman, who heads an independent 

unit releasing through Paramount, 

returned from an overseas business trip 

which took him to London, Paris and Madrid. 

West: Merian C. Cooper, vice-president in 

charge of production for C. V. Whitney Pictures, 

returned from a two-week jaunt to 

New York. Richmond and Washington after 

huddles with Whitney, president of the unit, 

concerning its plans to produce "Ttie Valiant 

Virginians." 

W&st: Major Albert Warner of Warner Bros, 

checked in from New York for conferences 

with Jack L. Warner, production chief. Meantime 

Jack M. Warner, who heads the company's 

telefilm operations, left for Gotham 

for home office parleys. 

West: Pi-oducer-director John Huston 

arrived for parleys with Gregory Peck concerning 

then- forthcoming film, "Typee," 

based on a story by Herman Melville, which 

will be shot on location in the South Pacific 

this summer for Allied Artists release. 

West: Producer-director Alfred Hitchcock 

returned from New York after completing 

location filming there on "The Wrong Man," 

which he is making for Warners. 

EH.st: Filmmaker Mike Todd headed for 

^nâo-elenA, 

Washington en route to Moscow to discuss 

the possibility of producing a picture—perhaps 

"War and Peace"—on location in Russia. 

West: Milton R. Rackmil, president of Universal, 

and Americo Aboaf, foreign general 

West: Patrick Ford, associate producer in manager, planed in from Manhattan to attend 

the C. V. Whitney Pictures organization; 

the company's global sales conference, 

director Ted Tetzlaff and scenarist Frank which gets under way Monday (7) at the 

Nugent returned from a ten-day locationscouting 

studio. 

tour through the Midwest for the 

upcoming "Tlie Missouri Traveler," which East: Jerry Pickman, Paramount vicepresident 

Merian C. Cooper, vice-president in charge 

in charge of advertising and pub- 

of production, will begin filming in mid-July. licity, returned to his Gotham office after 

conferences here with C. B. DeMille and Y. 

West: Producer-director William Wyler returned 

Frank Freeman, studio head, concerning the 

from Gotham after screening the Gary prerelease promotion and merchandising 

Cooper starrer, "Friendly Persuasion," for campaigns being drafted for DeMille's "The 

Ten Commandments." 

East: Mervin Houser, RKO studio publicity 

cliief. left for New York for a series of home 

office 

sessions. 

AFL Council Lifts Boycott 

Against 'Daniel Boone' 

HOLLYWOOD—The Hollywood AFL Film 

Council has voted to lift a nationwide consumers' 

boycott against "Daniel Boone," a 

Gannaway-Ver Halen production lensed in 

Mexico for Republic release. The action was 

taken after the Gannaway-Ver Halen unit 

and Gannaway Productions signed new collective 

bargaining contracts with unions and 

guilds which are council members. 

Under the new agreement the Gannaway 

companies have pledged that henceforth they 

will not engage in filmmaking outside the U. S. 

without first consulting with the council concerning 

the use of Hollywood production 

crews. 

The council had imposed its boycott on 

"Boone" on the grounds it was "runaway" 

production and should have been made in 

this country instead of south of the border. 

J. Emmett Dalton to Head 

Superscope in Britain 

HOLLYWOOD—Currently in France attending 

the Cannes Film Festival, Joseph 

and Irving Tushinsky, heads of Superscope, 

have appointed J. Emmett Dalton as exclusive 

repre.sentative in Britain for the new Superscope 

235 anamorphic process. Dalton 

formerly was British representative for 

Samuel Goldwyn. 

Installations have been completed at the 

London laboratories of Technicolor to service 

European filmmakers utilizing Superscope 235 

color prints. 

Following the Cannes festival, the Tushinskys 

will trek to Madrid for conferences with 

various producers. 

'Peerless Knight' Slated 

For Filming in Spain 

HOLLYWOOD—"The Peerless Knight," 

dealing with the life and exploits of the 

Spanish national hero El Cid, has been added 

to the RKO docket for lensing in Spain in 

1957 with the cooperation of that country's 

government. Frederick M. Frank will write 

the original screenplay based on the career 

of the adventurer. 

Video Sales Record 

For Republic TV Unit 

HOLLYWOOD—Video sales have reached 

a record peak, pointing to the most prosperous 

period in the company's history. Earl 

Collins, president of Republic's TV subsidiary, 

Hollywood Television Service, Inc., declared 

upon his return from the recent National 

Ass'n of Radio and Television Broadcasters 

convention in Chicago. HTS, now 

marketing "Stories of the Century," "The 

Adventures of Fu Manchu" and "Frontier 

Doctor," has several other series in preparation, 

including "Hoodlum Empire." "Statue of 

Liberty" and "True Detective." 

McGowan Pi'oductions, headed by Dorrell 

and Stuart McGowan, has acquired a 58,- 

000-square-foot plant here for conversion 

into a modern television studio, with occupancy 

expected about July 1. The unit will 

have three sound stages and will be fully 

equipped with editing and projection rooms. 

For 12 years a writing-producing team at 

Republic, the McGowans have produced 76 

telefilms in the "Death Valley Days" series 

and are now preparing a pilot for a proposed 

new sagebrush saga, "The Sheriff." They 

also plan theatrical and industrial films and 

TV commercials. 

Jan Sterling will be the title-roler in "Publicity 

Girl," a new half-hour telefilm series 

owned jointly by Jack Chertok and the 

American Broadcasting Co. The pilot, rolling 

Thursday (3), casts Miss Sterling as a freelance 

Hollywood publicist. 

Jack Thomas Will Appeal 

Sentence Over 'Monika' 

LOS ANGELES—Jack Thomas, west coast 

distributor of Hallmark Pi'oductions' Swedish 

import, "Monika," has served notice thi'ough 

his attorney that he will appeal a 90-day 

jail sentence and $750 fine imposed upon 

him by municipal Judge Byron Walters for 

arranging southland playdates for the film, 

which the court branded as indecent. 

Some weeks ago the managers of three local 

theatres, the Orpheum in the downtown area 

and the Van Nuys and Centinela drive-ins, 

were fined $100 each for having booked the 

offering. The fines were levied after the 

city vice-squad cracked down on a multipletheatre 

showing of "Monika" and the Pacific 

Drive-ins circuit immediately yanked the 

opus from scheduled dates in a number of 

ozoners. 

The feature, which stars Harriet Andersson, 

contains a few glimpses of a nude woman. 

To Fete Jean Hersholt 

At Bowl on May 16 

HOLLYWOOD—Final plans for a banquet 

tribute to Jean Hersholt, slated to be held 

Wednesday il6) at the Biltmore Bowl, were 

mapped at a meeting held at the Screen 

Actors Guild headquarters under the guidance 

of Y. Frank Freeman of Paramount 

and John K. West of NBC. who are cochairmen 

of arrangements, and Sol Lesser, 

reservations chairman. The event will honor 

Hersholt for his record of public service and 

is being sponsored by the entertainment industry 

and Mount Sinai Hospital. 

BOXOFFICE : 

5, 1956

: May 

Vincent Sherman Joins 

Independent Lineup 

HOLLYWOOD—Just i-etunied to the film 

colony after a junket to Italy, during which 

he directed "Scandal in Milan" for Titanus 

Films, megaphonist Vincent Sherman at a 

Tuesday di press conference disclosed he is 

forming his own independent company, for 

which three properties are already lined up. 

and is also finalizing a commitment to produce 

"Cafe 101." a telefilm series, for NBC. 

Sherman reported that he expects to launch 

the fii-st of his theatrical films. "Smashup." 

from a novel by Theodore Pratt, this fall. 

It will be followed by "Walk With the Devil." 

penned by Elliott Arnold and Lou Schorr, and 

"Two Came by Sea." a novel by William Stone 

about life in Tahiti. 

Discussing the Italian production scene. 

Sherman predicted that rising filmmaking 

costs in that country will result in an increase 

in co-production deals with American companies, 

and that Italy's producers and distributors 

will go all-out to crack the U. S. 

fii-st run market for their celluloid fare, 

heretofore confined principally to the socalled 

art houses here. 

During his stay abroad. Sherman conferred 

with French film executives in Paris relative 

to a possible co-production deal on "Two 

Came by Sea," which he hopes to lens in 

Tahiti with the cooperation of the French 

government. He has not as yet concluded 

releasing arrangements for his independent 

output. 

Dore Schary Is Speaker 

At Albuquerque NCCJ 

HOLLYWOOD—Dore Schary. MGM studio 

head, was slated to be the featured speaker at 

a meeting of the National Conference of 

Christians and Jews on Saturday (5i in Albuquerque. 

The session was to be one in 

a series of NCCJ-sponsored affairs being 

held throughout the nation. 

After the parley, Schary planned to continue 

on to New York for conferences with 

executives of Loew's, Inc. 

As a highlight of National Music Week, 

which was proclaimed in Los Angeles on 

Wednesday (2) by Mayor Norris Poulson. the 

Music Trades Ass'n of Southern California 

gave Mario Lanza a citation hailing him as 

"the greatest voice of the century" for his 

contribution to music as the star of Warners' 

"Serenade." 

Virginia to Aid Whitney 

In Filming of 'Valiant' 

HOLLYWOOD—Virginia state cooperation, 

and that of the Virginia Military Institute, 

have been pledged to C. V. Whitney Pictures 

in the upcoming filming of "The Valiant Virginians." 

Civil War drama which will be directed 

for the Whitney company by John 

Ford. It is based upon a book by James 

Warner Bellah. 

Whitney and Merian C. Cooper, vice-president 

in charge of production, huddled in 

Richmond with Gov, Thomas Stanley and 

Maj.-Gen. William H. Milton jr.. VMI superintendent, 

to finalize plans for lensing the 

opus on location there. It will be launched 

in the summer of 1957. 

Primo Camera Sues Col. 

For $1,500,000 on 'Fall' 

HOLLYWOOD- Columbia's expose of 

boxma. 

"Tlie Harder They Fall." has cau.sed him 

to be subjected to "scorn and ridicule," onetime 

heavyweight champion Primo Camera 

charged in a $1,500,000 damage suit filed In 

superior court against the film company and 

writer Budd Schulberg, on whose book the 

Humphrey Bogart starrer was based. 

Camera, now a professional wrestler, contends 

in his action that the outsize boxer 

in the picture is patterned after him and 

that he is easily identifiable with the fictional 

character, who he contends is made 

to appear "stupid" and "without intelligence." 

The studio asserts Camera was paid the sum 

of $15,000 to clear all rights. 

Vogue Theatre Suit 

Settled Out of Court 

LOS ANGELES—Out-of-court settlement 

of the $3,500,000 antitrust damage suit filed 

by the former operators of the Vogue Theatre 

in Hollywood against National Theatres 

and all major companies except Paramount 

and RKO has been effected, attorneys for the 

plaintiffs confirmed on Wednesday (2), and 

the action in federal district court was expected 

to be dismissed before the end of the 

week. 

The case was settled for $435,000, not 

tripled, said to be the largest sum yet recorded 

in an antitrust film suit in the Los 

Angeles territory. 

Howard Sheehan and Ellis J. Arkush. who 

built the Vogue in 1935. filed the suit in May 

1952. contending that NT and Fox West 

Coast, as well as the distributor defendants, 

had conspired to withhold first run product 

from the showcase. They alleged that they 

were forced to sell the theatre to FWC in 1943 

and that thereafter the house became, and 

still is, a first run operation. 

Paramount and RKO. while not listed as 

defendants because they were excluded by 

the statute of limitations, were, however, cited 

as co-conspirators. 

Among the battery of attorneys retained by 

Sheehan and Arkush were Nick Spanos and 

William Boatright. who some years ago won 

the Brookside Theatre antitrust action in 

Kansas City against the major companies for 

a record judgment of $375,000 in damages, 

tripled: Jack Corinblit, now of the law firm 

of Weller & Corinblit. and William Jerome 

Pollack. 

Edward Paramore Dies; 

Hollywood Writer 

SHREVEPORT. LA.—Edward E. Paramore 

Hollywood WTiter whose last film was "Sea 

jr.. 

of Grass" for MGM in 1946. died May 1 of 

injuries received when he plunged ten feet 

in a garage accident here, Paramore. who 

was 60. WTote many screenplays in the 1930s 

and 1940s, including: "The Thundering Herd" 

. . The 

. . 

DENVER 

"The staff at MGM helped Mike Cramer celebrate 

his 25 years with the company. 

Cramer, who is sales manager, was given a 

pai-ty at the exchange and a pen and pencil 

set , . . Sam Langwith, owner of Western 

Service & Supply, is reported on the mend 

following three weeks in St. Luke's Hospital. 

Beverly McAdam, booking secretary at Columbia, 

and Robert Biesemeier were married 

in VenajQgo, Neb. They will make their home 

in Denver . . . C. U. Yaeger, president of Atlas 

Theatres, returned from an extended vacation 

in Florida, and he and Dave Davis, general 

manager, took off on a trip around the 

circuit, at Lamar, Salida, Gimnison, Monte 

Vista, 

Golden and Denver. 

Mr. and Mrs. Mark McFarland, owners of 

the Ute, Rifle, Colo., and the Chief Drive-In, 

have retm-ned from a trailer vacation into 

Mexico . . . Twentieth-Pox is about finished 

with its remodeling and redecorating job. 

Thi-ee offices have been added, one for each 

ger and a contingent of film celebrities including 

Virginia Mayo, Robert Stack and 

.salesman, the booking desks have been remodeled 

and the exchange has been redecorated. 

Ruth Roman, who star in the film, plus 

Rory CaDioun and his wife Lita Baron, will 

make appearances at the Wednesday (16) 

Tom Bailey has taken on the distribution world premiere of Grainger's opus for RKO, 

"Great Day in the Morning," in Denver. 

of Associated Film Releasing Corp. product, 

including current releases "Three Outlaws" 

and "Blonde Bait." Bailey also has the 1956 

"Motorama" short, which was used at the Re-Sign Puppet Show 

first run Orpheum here . Tower has HOLLYWOOD—Bob Clampett and his TV 

added a matron to be in attendance at the puppet.s, including Cecil, the Seasick Sea 

Saturday children's show from 10 to 4. Mrs. Serpent, have been inked to a new contract 

Patricia Hefner has been given the job and for a second year on station KTTV's "Top 

her presence is said to slow down the young- 

of 

sters 

considerably. 

'Great Day' to Premiere 

HOLLYWOOD—Producer Edmund Grain- 

the Morning" show. 

PORTLAND 

. 

Don Beers, owner of the Santa Fe, Santa 

Fe, N. M., has gone to California for a twoweek 

vacation. He went alone because Mi-s. 

Beers was tied up with Eastern Star activities 

'plans are under way in the Bend area of 

eastern Oregon for the arrival in May of 

Theatre folk seen on Filrm-ow included 

. . 

the "Fort Laramie" company. The picture 

Larry Starsmore, Colorado Springs: 

and 

will be produced for United Ai-tists release 

C. L. Canda, Westcliffe; Mi-, Mrs. Fred 

and will be photographed in the same area 

Aki-on; Delbert Stewart, Torrington, 

Hall, 

where Kirk Douglas' Bryna Productions made 

Wyo.; Merle Gwinn, Benkelman, Neb.; Mi-, 

"The Indian Fighter." The Bend area offers 

and Mrs. L. W. Adrian, Fairplay; Elden 

diversified scenery—snow-capped mountains, 

Menagh, Fort Lupton; C. E. McLaughlin, Las 

Animas, and Philip Fidel, Espanola, N. M. 

rugged river country, desert and rolling hills, 

from good highways, 

all within a short distance 

Bob Smith, Chief Theatre, Steamboat 

communication centers and airports. 

Springs, the proud father of a new 

Colo., is 

baby boy. Bob announced the an-ival through Sam Forman, retired wool and hide businessman 

and father of William Forman, 

the issuance of a pass for one to the Chief 

Theatre "sponsoring the ai-rival of Robert Beverly 

Forman. 

Hills. Calif., theatreman. and Alfred 

Jerome Smith in 'The Boy in the White 

Portland exliibitor. died April 

Flannel Diaper,' An Anda and Bob 

Production." 

Smith 25 of a heart ailment. Interment was at 

Nevah Zedek cemetery here . . . Exploiteers 

in town included Sam Siegel. Columbia, working 

on "The Harder They Fall." which opened 

Tuesday at the Orpheum, and Tubby Garron 

of Paramount, who confined his operations 

to radio on "The Birds and the Bees." 

Jack Harroun, 30th Avenue Theatre exhibitor 

here, reports that more than 700 Portland 

Safety Patrol youngsters, teachers and 

parents attended a special free show to commemorate 

the safety patrol work in the 

school areas. Harroun scheduled a similar 

gimmick Thm'sday (3) inviting all students, 

if accompanied by parents, to see "Tlie Last 

Hunt" and "Helen of Troy" as guests of the 

management. Harroun, in newspaper publicity, 

pointed out that he believed the educational 

value of both pictures warranted the 

divergence from the theatre's usual policy of 

paid admissions for all performances. 

liamkno. PIZZA PIE 

SENDS CONCESSIONS PROFITS SOARING 

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Bombino's mouth-watering taste oppeol ond the sovory spice 

of its true Italian flavour. The very first night you offer 

Bombino Pizza, you'll discover you've created a sensation that 

rings profits up higher and higher, night after night. Not 

It 

only does Bambino keep patrons coming back for more. 

sell helps you more soft drinks the year around. 

HERE'S WHAT BAMBINO OFFERS YOU . 

• A Portable Pizza Oven At No Cost To You 

• Chef-Prepared, Oven Ready Pizza, Sauce and Cheese 

• Display Soles Aids Including Special Film Trailers 

• A 70", Profit Margin 

• Proven Patron Acceptance In Hundreds of Theatres and Snack Bars 

Se*tcL "Îte Gaupxi*t 'ladcuf 4^0* Go*HfUeie êtcUli. 

0*t &a4ftlu*ui'4. Piajfit /ioaiiUix^ PL^n 

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528-50 Colyton Street 

Los Angeles 13, Californio 

The two tier electric portable oven pictured above worms 

cigtit pizzas every two minutes. The oven is furnished ot 

no cost to you. Operating costs ore nil due to its economic 

thermostot heat control. Note its clean, compact design 

ond ottrocttve display appeal. 

AUia^ PIZZA PRODUCTS, INC 

528-50 Colyton Street 

Los Angeles 13 California 

BOXOFFICE

; May 

Heraes 

^ 

' 

. . 

DoriS 

. . Herbert 

, , , . 

. . 

. . "Alexander 

. . Induction 

'Gray Flannel' Leads 

SAN FRANCISCO 

jyillU DUSlllcSS QI JjA Comconc entered the office of the Alexaii- 

LOS ANGELES-Save for a sparkling 170 ^îa. Theatre with a key and .stole $3,680. 

per cent second week recorded by "The Man according to Manager Edwin Scheliiic . . . 

m the Giav Flannel Suit" and the pleasing After remodeling and adding now equipment 

150 per cent bagged in its opening canto by at, the Valley Drive-In at Plea-santon, Man- 

"The Birds and the Bees." first rim trade "Ber Al Fourmet believes his alrer equal to 

was generally undistinguished. the best in the nation and says it will offer 

t.he finest in comfort and entertaiiunenl 

. 

(Average Is 100) 

Chinese—The Mon in the Groy Flannel Suit In Sonoma, a gi'oup of mothers is seeking to 

i20th-Fox), 2nd wk. •„•• '7° change the type of films shown to Juvenile 

Downtown Poromount Meet Me in Las Vegas . ° "' 

, 

(MGM), 4th wk 75 audiences at the two local theatres. The 

Egyptian United Artists—Oklahamo! (Magna), mothers are also working to improve the be- 

^^ 

Ei Rey~Doctor at Seo (Rep), 4th wk. ......... . 70 havior Of children in the theatres. Working 

Fine Arts— Patterns (UA), 5th wk 60 ^jth the Committee are Robert Townsend and 

Fox' wiilhT^'Alex'^ndtr t^he Great' (UA),' s'th wk. 75 Alen Finlay, managers of the Seba-stiani and 

Hawaii, state—The Swon (MGM), 2nd wk 95 Boves theatres respectively. 

Hillstreet. Vogue The Bold and the Brave 

'° 

Jane Russcll and Richard Egan will co-star 

'^ri!, Orphe°r!^, "l^'p'town'-ôfkleshell (Coi)'; 

Blackjack Ketchum, Desperado (Col) 130 at the Menlo CircUS Club'S "World of Pun" 

*'.* 60 Paity May 26. Don Ameche wa.s in town for 

'''("2oTF"7xrr''eifs°uef''.'.''°'.':'°''.'.°'°.''.". 

Paramount Hollywood—the Birds ond the Bees his stage appearance in "Silk Stockings" at 

Day Was voted Sweet- 

Warners' Beverly— Picnic' (Col),' I'o'th' wk. !!!!!!! i' lo t-ê Cmran 

. 

Warners Downtown, Wiitern, Fox Hollywood—"' heai't of the Naval Air Reserve in honor of 

it^ ^nth anniversai'y at the Naval Air Sta- 

Ho°ii;wlo"-c'll'erora H'olilio^'icinera'ma),"" 

War''n''e''r's 

24th wk MO tion, Oakland. Miss Day wa.s in the Bay area 

shooting scenes for "Julie," in which she 

'Gray Flannel' and "Swan' stais as an airline stewardess. 

Best Frisco Grossers 

^^^ Mitchum was here in behalf of his 

SAN FRANCISCO-The second week of 

...^^ Intrigue" ... Sam Goldwyn ar- 

"The Man m the Gray Flannel Suit won top 

^.^^^ ^^.^^ 

_ ^^^^^ ^^ ^^^ 

honors with 175. Public response to The ^^^^., ^ Television is no threat to the 

swan" locally was better than m most 

^.^^^ .^^ .^ ^.^ ^^^^.^^^ ..^^ ^^^^ ^^p 

situations the country, 

Kelly and Alec Guinness feature grossmg 160 

around with the Grace 

^ ^^^^^^. .^^ ^^ ^^^3 

for second place. 

Fox—The Man in the Gray Flannel Suit (20th-Fox), _„. j 

2nd wk S^l°- 

175 

^^.^^ ^.^ ^^.^^^ ^^^ Audiences always will 

^^^^ ^^ ^^^ ^ ^^^^ motion picture," Goldwyn 

. 

Golden Gate—Slightly Scarlet (RKO); Glory (RKO). 80 

Paramount— Rock Around the Clock (Col); 

R„mnrc Kumors are ar^ that tnat thp tne RTCO KK.U Gnltipn LiOiaen Gate tjate will win 

Uranium Boom (Col) 100 install Todd-AO Mclntyre, west- 

^"''*' "°"' '^°'°'' . 

^''^ "".' ^m district manager for RKO, was at the 

^'jungle^TwE)'"' 85 

United Artists—Comanche (UA), Timetable (UA)' 90 local exchange, huddling With Manager Joe 

Emerson ... Sid Kramer, RKO foreign sales 

warfieid—The Swan (MGM) 160 

.,.r- J -11- r^ ^n manager, back from Australia, was en route 

Windmill Grosses 200 

^^ ^^^, yoj-k ... Don Piince, RKO publicist. 

In Denver Opening ^^ in from Los Angeles to work on "The 

DENVER—Only one film was held over. Bold and the Brave," which opened at the 

Letters From My Windmill" did good busi- Golden Gate May 2. 

ness at the bandbox Vogue, where it will stay 

two more weeks. "Meet Me Las Min Levy. Tower Pictures, was vacationat 

least in 

Vegas" at the Orpheum took in the most ing in Los Angeles ... Abe Blumenfeld, 

money, but it was not enough to warrant Blumenfeld Theatres, traveling in the Orient, 

holding it is expected back early this month . . . 

The 

Aioddin-Heartbreak Ridge (Tudor), 2nd wk To Federation of Women's Clubs held their state 

Centre— Hilda Crane (20th-Fox) 90 meeting May 2 in Berkeley and previewed 

Cenêr-IÎe^HtrdLrThêr'FaiMS'i); 

'° 

Warner Bros. "Goodbye, My Lady" Dave 

. . . 

Over-'E'x'posed 

(Col) 95 Peterson and Jim BaiTy, Western Theatrical 

^'w^k'""^""^* °* '^°'"^° ""'' '""^* (Tohan), 2nd ^^ 

Equipment, returned from a business trip to 

The Rio, Monte Rio, owned 

Orpheum- Meet Me in Los Vegos {MGM) ...!!.' J 30 Los Angeles . . . 

Paramount—The Kettles in the Olarks (U-i); Red^^^ 

|jy gj^ Bartlett, reopened after Cinema- 

Scopc equipment was installed and flood dainage 

Vogue—Tetters From My Windmill (Toha'n) '.'.'.'. '.'.200 

repaired. 

Space Opera Outdistances 

. , ^ , ,. 

rslu^. D^Ctl^,,^ on^r;„^= Visitors to the Row included Jim Stevens, 

Other Portland Offerings 

^^^^^ ^.^^^. ^^.^^^ curnette. Crystal, 

PORTLAND-'Forbidden Planet" at the 

gaUna.s; Vernon Sandow, Cedar, Nevada City; 

Broadway chalked up 200 per cent last week j^^ Neugebauer, Donner. Truckee; John 

as the boxoffice leader here. 

^q^^.j^ ^^^^^ ^ îî^na, . . . Rotus Harvey, 

"""'* "^^'^^ 

'Westland Theatres, was suffering from a 

'-sVrcnodc'''w'BT 

135 

The°PMsoner '.'.'.'.'. \ '.'.'.'.'.'.'.'.'.'.'.'.'.'.} 00 bad hip and forced to miss bowling for 

.,' 

ns 

The Variety Club Bowling 

is set for May 25 at the 

n"* ^"' ^^^^ 

-ir n n ^j'b I ^('c'" 

Paramo"unt— Ai'exand°er'the 'G'reot'('lJA),'2nd'wk'.'l50 League banquet 

El Portel. Ti'ophies will be awarded . . . The 

. 

Chuck Wagon Dinner April 22 at Lakeshore 

Edmund Grainger to 'Galveston' 

Plaza was a great success. Credit goes to 

HOLLYWOOD — Edmund Grainger has Maude Harvey, chairman, and Rose Levin. 

been set to produce and Niven Busch to script 

president of Women of Variety. Gifts won 

"Galveston." a story of the Texas city and 

the flood which demolished it in 1900. The 

project has been scheduled for lensing in 

color in the spring of 1957. 

included a free hair style to Hyman Levin 

and perfume for Nate Blumenfeld. 

Variety's Blind Babies fund received 

from .sale of copper drippings from ihf carbons 

saved by operators . the 

Great." which held Its western premiere here 

at the United Artists on behalf of the Blind 

Babies fund, netted $1,900 . 

of 

ten new members by Variety took place at a 

banquet on April 24. At a luncheon on May 

2, Mayor Christopher of San Franci.sco and 

Mayor Rochelle of Oakland became Variety 

members. 

Mel Klein, Columbia manager, is agog the.se 

days. His wife is expecting a baby in June 

and Mel can hardly wait . . . Babe Barrett, 

20th-Fox booker, was still on Jury duty and 

loving it . . . John Coyne, MGM, returned to 

work following a bout with the flu . . . Gen 

Sutton, Republic booker, was back at work 

nursing a bad cold, following her go-round 

with the flu. 

ss 

aUlkmm& 

. . . may we tell 

you how we can help 

you keep it full . . • 

Wfile wite or phone — 

Intermountain Theater 

Supply Co., 

264 East First South, 

Salt Lak< City 1, Utah 

Phone 4-7821 

^teniationaf 

^ SEAT 

DIVISION Of 



BOXOFFICE : 

5. 1956

. . Also 

. . Harold 

. . Wayne 

. . The 

. . 

. . 

SALT LAKE CITY Tax Removal Asked 

TTariety Club activities attracted the attention 

of Salt Lake City film folk this week. 

A gigantic Helldorado Holiday, western show, 

at the Newhouse Hotel Friday (4) attracted 

hundreds of Utahaas. The funds raised are 

going toward establishment of new quarters 

for Variety Tent 38 and to help set up Heart 

Fund activities . . . Russell Page has been 

transferred from the Baboock Theatre in 

Billings to management of the South East in 

Sugar House, suburb of Salt Lake . . . Dick 

Frisby has moved from the South East to 

management of the Villa, succeeding Jimmy 

Needham, who resigned. Dick will continue to 

handle publicity and exploitation for Fox 

Wasatch, whose theatres are involved in these 

shifts. 

Gene Jones, salesman for Paramount, had 

a unique experience in selling "The Birds and 

the Bees," the George Gobel picture, to George 

Gobel, veteran exhibitor at Wells, Nev. . . . 

Phil Isaacs, Paramount division manager, 

was in just in time to find the office talking 

about weddings: Gaylen Nelson, Paramount 

assistant shipper, will be married in June; 

Richard Smith, son of Fi'ank H. Smith, manager, 

will be married in June, and the daughter 

of Bart Fisher, head shipper, will be married 

soon. 

AH film companies now have moved into 

the Rocky Mountain Film building operated 

by Slim Wycoff in Butte. MGM and 20th- 

Fox were the last ones to move in . 


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SPOT TAG 




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. . . ends with a plug for your Snock Bar. 



OVER'aND OVER 

Price 

only 

$1750 

MotiPicmShci. 

By Colorado Group 

GRAND JUNCTION, COLO.—A unanimous 

decision to give full support to the King bill 

for admissions tax removal was made at 

the annual meeting of Western Colorado 

Theatre Owners and Managers here April 26. 

A group wire was dispatched to Congressman 

Aspinal, Democrat of Colorado District 4, 

urging his support on the tax bill. All showmen 

present pledged to write the congi'essman 

and to get their neighboring exhibitors 

who were not at the meeting to do the same. 

Representatives of Southwest Film Service, 

Dick Wadley and Sid Johnson made the trip 

from their Denver headquarters to discuss 

the possibility of servicing western Colorado. 

Considerable discussion ensued over the jump 

the cost of film haul took on March 1. Most 

exhibitors present agreed that something 

had to be done. 

Complaints about services and charges of 

National Screen Service were brought up by 

several members with a resolution being 

passed that a protest be mailed to the company. 

Twenty managers and owners attended the 

luncheon and business session held at the 

Cafe Caravan. Present officers will continue 

their terms until another emergency arises 

and a meeting is called. Luther Strong of 

Westland cuxuit will remain as treasurer and 

Bob Walker as perpetual chairman. 

Calif. Council Selects 

Eight for April Kudos 

HOLLYWOOD — Eight pictures were 

.selected for April honors by the Southern 

California Motion Picture Council at its 

Tuesday (24) monthly meeting. As announced 

by Mrs. W. A. Bui'k, president, the winners 

are; 

"The Swan," "Gaby" and "Forbidden 

Planet," MGM; "Goodbye, My Lady" and 

"The Animal World," Warners; "The Man in 

the Gray Flannel Suit," 20th-Fox; "Alexander 

the Great," United Artists, and "The 

Toy Tiger," U-I. 

The SCMPC is affiliated with the National 

Screen Council, which chooses the "best picture 

of the month for the whole family." 

This selection is accorded the BOXOFFICE 

Blue Ribbon Award. 

Award to Ida Lupino 

HOLLYWOOD—For her contributions to 

better understanding of Mexican-Americans 

through the films with which she has been 

connected, Ida Lupino on Tuesday (15) will 

receive the annual Humanity plaque of the 

Los Angeles Community Service Organization. 

The citation will be made at a dinner ses- 

.sion at which Miss Lupino will share the 

dais with Mrs. William O'Dwyer and city 

councilman Edward Roybal. 

LOS ANGELES 

pred Stein Enterprises added to its southland 

theatre holdings by taking over the 

Boulevard and Center in East Los Angeles 

from Sid Pink & Associates . Filmrow 

Club, meeting in the Variety clubrooms, announced 

it has added its 1,000th member. 

Tlie outfit also chose July 25 as the date and 

Griffith Park as the locale for its annual 

picnic . . . Leo Adler, traveling auditor for 

United Ai-tists, checked in from New York 

for a gander at local exchange operations. 

. 

Romance department: MuiTay Gerson, formerly 

with United Artists and now sales 

manager in UA's San Pi-ancisco branch, and 

Nancy Lachtman, a Bay City girl, are engaged. 

The wedding is planned for June . 

Bunny Lustig, onetime local exhibitor and 

now operator of a bowling alley, and Mi-s. 

Lustig checked out on a European vacation 

Ed Barrison, independent distributor, headed 

for New York . departing for Gotham 

for a three-week holiday were Harry Goldfarb. 

Bay Theatre in National City, Mi'S. 

Goldfarb and theii- daughter Gloria. 

Fred Stein, who recently took over the 

Boulevard and Center from Sid Pink, set 

Russ Banks as manager of the former and 

Herman Miller to manage the latter . . . 

Leah Rosenbaum resigned her secretarial 

post at Columbia to join Favorite Films in 

the same capacity . Hansen of the 

South-Lyn circuit and his wife are holidaying 

in Florida . Wirthwein, western 

sales head for Allied Ai-tists, headed for 

Portland and Seattle for branch conferences. 

Some 50 UCLA members of the Phi Delta 

Theta fraternity observed Community Service 

day by reroofing, repainting and repairing 

the Variety Boys Club, pet charitable 

project of the Variety Club of Southern California. 

The collegians' good deed was typical 

of other "day of labor" programs undertaken 

by the fraternity's members in 119 American 

and Canadian colleges to aid a community 

construction or welfare project . . . Bert Pirosh. 

National Theatres film buyer, is recuperating 

from minor surgery performed at 

Hollywood Presbyterian Hospital. 

Death claimed Lester Rapp, 72, employe 

of National Screen Service for 30 years until 

his retii-ement last August. His wife Lottie, 

a daughter and two grandchildren survive . . . 

Services also were held for Sam Forman in 

Portland, Ore., who died at 73. He was the 

father of William Forman, head of the Pacific 

Drive-ins chain. 

^

: May 

ALB Corp. Files Suit 

For Belmont Relief 

CHICAGO—ALB Theatre Corp.. operator 

of the Belmont Theatre, has filed suit against 

Loew's. Universal. Warner Bros.. United 

Artists. Columbia. 20th Centm-y-Fox, Paramount 

and Balabaii & Katz Corp.. a.sking for 

equitable relief for the Belmont Theatre, 

which wants to be taken out of the zone in 

which film companies have placed it. The 

zone includes the Century and Covent theatres, 

both B&K houses. 

The suit claims that the Belmont is not 

substantially competitive with the Century 

and Covent. It alleges that the zones which 

have been created by the distributors were 

solely for the purpose of giving the B&K 

theatres competitive advantage over independents 

for first outlying runs. 

The case has been assigned to Judge Julius 

Hoffman. B&K operated the Belmont until 

November 1955. when ALB took over ownership. 

Dwight Perrey to Manage 

Warrensburg Drive-In 

WARRENSBURG. MO.—Dwight Perrey, 

who has been the manager of the Missouri 

Theatre in Columbia, is the new manager of 

the Starlet Drive-In Theatre on Highway 

50 east of town. Originally from Lebanon, 

Perrey has been associated with Commonwealth 

Theatres for thi-ee years. 

George Plybon, who has been the manager 

of the Starlet for the past year and a half, 

has been transfened to F\ilton where he will 

manage the Fulton Drive-In Theatre, recently 

acquired by Commonwealth. Plybon 

remained in town for a few days to assist 

Perrey in becoming familiar with his work 

at the local drive-in. Mr. and Mrs. Plybon 

and their two boys, George Wayne and Jeffrey 

Lewis, are moving to Fulton. 

Canned Goods Benefit Has 

Cooperation of Town 

GREENVILLE. ILL.—Francis A. Starr, 

manager of the Bond Theatre here, recently 

arranged a Satui-day morning free show, admittance 

to which was one or more items 

of canned goods. The Bond County welfare 

office distributed the canned goods to needy 

families. The theatre staff donated its services 

for the performance and a local merchant 

included a surprise gift in each package of 

foodstuffs. 

Close in Kansas City Area 

HALSTEAD, KAS.—The Ideal Theatre, 

formerly operated by Donald Walker but for 

the past several months by the Merchants' 

Ass'n. is closing again. 

Mccracken. KAS.—The Garden Theatre, 

which has been operated by Monty Buxton, 

has closed. 

GREEN CITY, MO.—The Odeon Theatre, 

which Lavern Modrell purchased from Basil 

Fogelson in November 1953, is closed. Fogelson, 

who operates the Uptown at Marceline. 

built the Odeon in 1946. Modrell and Claude 

Hensley have the M&H Tractor Co. at Milan. 

Allied One-Day Session 

In Kansas City Tuesday 

KANSAS CITY—The Allied Independent 

Theatre Owners of Kansas and Missouri, 

which will hold its one-day annual convention 

here Tuesday (8), will devote its 

major attention to profit-making ideas, according 

to President Beverly Miller. 

Ben Berger. president of North Central 

Allied, Minneapolis, and vice-president of 

National Allied, will report on the industry's 

Emergency Defense Committee and on the 

Senate small business committee hearings 

at which he testified. 

Much discussion will center around the 

Senate hearings at which Allied and TOA 

spokesmen delivered their complaints on 

some current trade practices. 

Al Sindlinger. business analyst, will speak 

on current trends in the motion picture industry 

and outline likes and dislikes of the 

public. Mike Simons, director of customer 

relations for MGM, also is scheduled to speak. 

Senn Lawler, Fox Midwest division manager 

and COMPO area chairman, will report 

on the present outlook in the federal tax 

repeal campaign, and John Hilburn, president 

of the Advertising and Sales Executives Club 

and a member of the International Trade 

Commission which toured South America 

recently, will give a report on South America. 

M. B. Smith, director of advertising and 

Joe Lyman Heirs Reopen 

White Hall, 111., Princess 

WHITE HALL, ILL.—The Princess Theatre 

has been reopened by the family of the late 

Joseph Lyman, who had operated the house 

many yeai-s. His wife managed the house until 

it was closed several weeks ago for complete 

renovation. Installed were a new 12x24-foot 

screen, red velvet side draperies and a draw 

curtain and 450 new seats. The concession 

room was enlarged and modernized and 

moved to the northwestern part of the auditorium. 

The ticket booth was moved forward 

to line up with the entrance doors. The 

front of the theatre and the marquee have 

been refinished. The old projectors have been 

replaced by two Super Simplex machines, 

with Cinemascope and widescreen lenses and 

high intensity lamps. 

Russell Armentrout of Louisiana. Mo., will 

book and buy for the theatre. 

'Seven Wonders' Premiere 

Nets $4,000 for Knights 

ST. LOUIS—The midwest premiere of 

"Seven Wonders of the World" in Cinerama 

at the Ambassador Theatre April 26 attracted 

some 1.500 persons and netted about $4,000 

for the Knights of Columbus Religious Activity 

Fund. The money will be used to 

place a memorial library in the newly constructed 

Knights of Columbus Home here. 

The opening show of the third in the Cinerama 

pictures was sponsored by the Knights 

of Columbus and it was put on with such 

added attractions as bands, a drill team and 

uniformed members of the Knights. 

The local newspaper critics weren't too 

publicity for Commonwealth Theatres, will 

give a rundown on theatre advertising, and 

reports will be made on how some localities 

have licked the daylight savings time threat. 

Miller said a great deal of advance 

Interest has been shown In the one-day 

session. Registration will begin at 9 a.m. and 

the meeting will start promptly at 10, he .said. 

There will be a cocktail party sponsored by 

Bob Herrell of United Film Exchange before 

the 12:15 luncheon, which will be sponsored 

by Coca-Cola. An open meeting will follow 

the luncheon, and later in the afternoon a 

closed meeting will be held at which members 

will elect officers and transact other busine.ss. 

United Film Service will sponsor the cocktail 

party following the afternoon se.ssions, 

and the rathskeller party at 6:30 at the 

Muehlebach Brewery will be sponsored by 

Exhibitors Film Delivery, A. V. Cauger Service 

Co. and Dixie Enterprises. 

Charley Stark, son of Joe Stark of Stark 

Enterprises, Wichita, will emcee the affair 

at which "Pookey" Lucas and his Strolling 

Troubadours will furnish the music. 

Members of the convention committee are 

Ronald Means and Charley Potter, Kansas 

City: Gene Musgrave, Minneapolis, Kas.: Ben 

Adams. El Dorado. Kas.: Komp Jarrett, 

Nevada, Mo.: Max DavLs, Lyons, Kas.: Joe 

Stark, Wichita, and Jay Wooten, Hutchinson. 

enthusiastic about "Seven Wonders of the 

World." Myles Standish of the Post-Dispatch 

dubbed it a "haphazard travelog" which was 

"so anxious to skim the cream off everything 

it never examines a subject satisfactorily." 

Herbert L. Monk of the Globe-Democrat, was 

more favorable than Standish but contended 

the new production "fails to take anything 

like 

full advantage of the potentialities of the 

three-picture technique, either in spectacle or 

grandeur, and especially not in thrills." He 

also expressed the belief it suffers badly in 

comparison with the two previous Cinerama 

productions. He added: "A king-sized 

travelog, nothing more, is No. 3. Lowell 

Thomas produced it with a lack of imagination 

surprising for such a veteran world 

traveler. Thomas also serves as the narrator 

and quickly becomes the production's 

worst enemy, first by indulging in some 

boastful and needless name-dropping in his 

introduction, then by permitting his loquacity 

to promise a lot of sights the camera never 

gets around to including." 

Lloyd Spurgeon Is Manager 

CENTRALIA. ILL.—We.sley Bloomer of the 

Bloomer Amusement Co., Belleville, has announced 

the appointment of Lloyd Spurgeon 

as manager of the circuit's Centralia 

Drive-In on Route 16, which it purchased 

from Spurgeon in March 1954. 

Deal for Ironton, Mo., State 

IRONTON. MO.—Negotiations reportedly 

are underway on a deal for the Lead Belt 

Amusement Co. to sell the State Theatre here 

to William Basden, who owns and operates 

the Killarney Drive-In on Route 70 near 

Arcadia. Basden resides in Pilot Knob, Mo. 

BOXOFFICE 

: 

5. 1956 49

. . Walter 

. . 

Mr. 

. . Ralph 

. . Ditto 

: May 

CHICAGO 

pdgar Bergen, the Chicago-born comedian, 

was honored by his alma mater. Northwestern 

University, at a campus luncheon in 

Evanston on May 2 in observance of his 20th 

anniversary in radio. The occasion will be 

saluted by CBS wîth an horn- broadcast at 

7:05 p.m. Sunday, May 6 Bellamy 

and his wife stopped here for a few hours 

before going on to New York . 

Joan 

Blondell Pidgeon, president of 

the Screen Actors Guild, arrived here to attend 

a local chapter meeting held in the 

Knickerbocker Hotel . 

and Mrs. John 

Balaban celebrated their 40th wedding anniversary. 

Films are taking over from the blackboard 

as a means of illustrating course material in 

overcrowded classrooms. Dr. Elizabeth H. Hurlock 

said while discussing "The Birth of a 

Film" at the American Film Assembly in the 

Morrison Hotel. Other members of the panel 

were Alan Kellock. production manager of 

McGraw-Hill's text-film department; Mrs. 

Judith Crawley of Crawley Films, Ottawa, 

Ont.; Stanley Jackson, writer and director for 

Crawley Films. The panel discussed the 

problems involved in making a series of films 

on child development. 

years . . . 

The Grand Theatre management reports 

that "Forbidden Planet" has been a top-notch 

product for the 1.200-seat house, being one 

of the best boxoffice draws in the past three 

The Essaness Halsted Outdoor 

Theatre, of which Herb Ellisburg is managing 

director, has designated Friday evening as 

College Night, for young people who want to 

meet friends from school and enjoy top film 

fare and popular-priced food and beverages. 

Medleys of college and loyalty songs are 

played before shows and during intermissions 

over the public address system. 

Emil Montemurro, head of Movietone News 

here, returned with interesting tales about 

his coverage of the Margaret Truman wedding 

in Independence, Mo. The organization 

RCA NEW 200 

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here about a month ago started covering 

stories and processing film for United Press 

TV-newsreels going to approximately 80 

stations all over the world. Due to this 

added responsibility. Fort Guerine, formerly 

of St. Louis, has been added to the local staff 

as a cameraman. 

Mrs. Nat Nathanson, president of the Ladies' 

Auxiliary of the 'Variety Club of Illinois, said 

the ladies delivered the traditional May 

baskets to the children of LaRabida Hospital. 

The auxiliary is also formulating plans for a 

theatre party to be staged in behalf of funds 

. 

for refurnishing and redecorating the hospital 

dining room . . The Manor has installed a 

widescreen. At the same time, the Manor 

management set up a policy of first runs 

right from the Loop. 

Mrs. Ethel Pastor, owner and operator of 

the Kino, is showing first run German and 

Austrian films exclusively at her theatre . . . 

The filmed ballet of Romeo and Juliet began 

its midwestern premiere at the Surf Theatre 

May 4. 

Ralph McLaughlin, who manages the United 

Film Carriers office on Filmrow, was taken 

to Holy Cross Hospital for emergency treatment. 

It was reported that he was getting 

along fine and that he will probably go 

home shortly. Meanwhile, his son Richard is 

handling affairs at the office . . . Sam Kaplan, 

general manager, Albert Dezel, is exuberant 

over his predictions about "Simba." 

For one thing, it will open May 11 in 19 

neighborhood theatres for a first run. 

Group projects of promotion-minded Les 

Stepner. manager of the Evanston, are stepping 

up boxoffice activity. The good will resulting 

from his cooperation with those in 

the immediate community and surrounding 

suburban towns can be measured by substantial 

grosses from w-eek to week. One 

Sunday he turned the theatre over to the 

Newman Council Knights of Columbus, who 

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1311 So. Wobash Ave. Chicago 5, Illinois Harrison 7-7573-4-5 

sponsored a talk by Rev. Harold 'W. Rigney 

SVD, released Communist prisoner. Admission 

was free. The following week the St. 

Anthanasius PTA held a benefit show at the 

Evanston, presenting Gregory Peck in "The 

Keys of the Kingdom." All proceeds were 

turned over to the PTA, to go toward the 

construction of a school gymnasium. Next 

the Wilmette Junior Center, Infants 'Welfare 

Society of Chicago will hold a benefit children's 

show, presenting John Conrad and 

Elmer the Elephant, NBC-T'V artists, and 

'Walt Disney's "Davy Crockett." 

Gobel Feted in Chicago 

At Opening of 'Birds' 

CHICAGO—George Gobel and his first 

film, "The Birds and the Bees," were introduced 

at the State Lake with searchlights, 

celebrities and lavish trimmings. The comedian 

and his wife Alice, who appeared as 

an added attraction for the film's premiere on 

May 1, were given an enthusiastic greeting. 

Gov. 'William Stratton of Illinois and 

Mayor Richard J. Daley of Chicago were at 

the airport to greet Gobel on his first return 

home since his climb to T'V fame. A special 

"Homecoming Premiere" radio show was 

broadcast over 'WMAQ from the lobby of the 

theatre. George also appeared on NBC's 

"Adults Only" show. 'WLS, on which Gobel 

once appeared as a boy soprano, had a 

"Welcome Home" salute to him. 

Illinois House Conducts 

10 Best Films Contest 

HIGHLAND, ILL.—The Lory Theatre here 

is conducting its annual "Best Films" contest, 

with a season pass being offered to the 

moviegoer who selects the ten best films 

shown here. The contest list contains films 

shown between January 1955 and April 1956. 

A tabulation will be made of all ballots sent 

to the theatre, and the ten pictures with ihe 

most votes will be judged as the ten best 

of the year. 

The person whose ballot most nearly coincides 

with that list will get the season pass. 

A second prize, a pass for six months, will 

be awarded to the number two winner and the 

third, fourth and fifth place winners will get 

ten theatre passes each. 

Frisina Considers Airer 

Location Near Hillsboro 

HILLSBORO, ILL.—The Pi'isina Amusement 

Co. of Springfield is said to be investigating 

the possibility of locating a drive-in 

near here. The property, located on the north 

side of Route 185 just east of the Moonlight 

Y. was purchased about two years ago by 

Louis Odorizzi of Staunton, 111., owner of 

the Sunset Drive-In, Mount Olive, 111. Odorizzi 

announced at that time that he planned 

the construction of a drive-in. The Frisina 

Amusement Co. is said to have purchased the 

land from Odorizzi and plans are now being 

considered for 

a 300-car drive-in. 

To Rebuild Damaged Airer 

MAQUOICETA, IOWA—Plans for rebuilding 

a drive-in theatre near Moline which was 

heavily damaged by winds are being made 

by the owner, Walter E. Allen of Maquoketa. 

Known as the Corral, the theatre was a 

duplicate of the 61 Drive-In near here. Winds 

blowing at 75 miles per hour reduced the 

screen tower to "kindling wood" pieces. 

BOXOFFICE 

: 

5, 1956

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KANSAS CITY 

The Cowtomi Drive-In at St. Joseph 

canceled the late show Friday i27) 

because of a power failure caused when 

lightning struck a transformer at the nearby 

Cowtown Inn. The latter was gutted by 

fire. The drive-in was operating the next 

night. Beverly Miller, who operates the 

Cowtown, will go to Washington for the 

National Allied ITO board meeting May 21, 

22. While there, he expects to attend further 

hearings which may be held on film company 

matters. 

Eugene Jacobs, former Paramount salesman 

who was recently transferred to the home 

office as assistant to Hugh Owen, eastern 

sales manager, has been in Kansas City completing 

arrangements to move his family to 

New York . . . Russ Borg, manager of Warner 

Bros., spent the weekend in Des Moines. His 

wife, who had been visiting there, accompanied 

him home . McClung, 

10-year-old winner of the Ted Mack Amateur 

Hour contest last week, is the daughter of 

Clell McClung, who used to operate the Walnut 

Theatre at Walnut, Kas. 

MGM's auditor, W. H. Gilliland, left for 

Chicago to meet with home office officials . . 

Mrs. Alice Gaddoni, widow of William Gad- 

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MISSOURI THEATRE i^s w. is.h st. 

SUPPLY COMPANY ""SIlLoIe' 2-3070 

doni, onetime MGM manager here, has sold 

her home in Kansas City and is moving her 

family to Florida . McKinzie, 

MGM booker, has resigned and been replaced 

by Bob Moss from the shipping department. 

Bob Scott is the new shipper . is 

booked for an extensive run at the Kimo and 

its opening there Friday (4) was a world 

premiere ... An invitational screening is 

being held at the Brookside Theatre of "The 

Catered Affair" on Monday night (7). 

Auditor Jerry Esbin was at Columbia . . . 

Ken Levy, booker, was called home because 

of a broken collarbone which his son suffered 

at school . . . Maxine Clevenger, PBX operator, 

spent the weekend in Dallas . . . 

Farmers at Princeton, Mo., are fighting the 

new parking meters in the town by going 

elsewhere to trade. This could hurt the 

theatre trade there even though no fare is' 

charged at night, according to a film salesman. 

He noticed that whereas before he 

could hardly park in the business area during 

the day, on a recent trip he saw about six 

cars parked there. 

Mr. and Mrs. Martin Stone of the Mercury 

Advertising Co. and Drive-In Recording Service 

will attend and have an exhibit at the 

Nebraska-Iowa Allied ITO convention in 

Omaha May 8. 9. Stone will also go to 

Minneapolis for the North Central ITO convention 

May 15. 16 and exhibit there . 

Nat Hechtman of Capitol Flag & Banner Co. 

reports its business barometer shows "Alexander 

the Great," "The Man in the Gray 

Flannel Suit" and "I'll Cry Tomorrow" heading 

the list 

of orders. 

.\bbott Sher, co-owner of Exhibitors Film 

Delivery and various theatre interests, has 

returned from a two-week trip which he and 

his wife made to Hollywood. In addition to 

visiting several studios, Sher reports they 

spent some time with Fred Greenberg, Los 

Angeles manager for Warner Bros., formerly 

a salesman in the Warner office here, and 

with Jack Gross, onetime Fox Midwest manager 

and exhibitor at El Dorado, Kas., who 

is now a TV producer. 

C. L. McFarling, manager of the Orpheum 

in Sioux City, is here managing the Missouri 

for RKO Theatres for an indefinite period. 

Rumors still persist that the theatre will soon 

be reconditioned for Cinerama but confirmation 

cannot be had at this writing . . . Ray 

Winch is reported still operating the Isis 

Theatre and the Hill Top Drive-In at Marysville, 

Kas., and not Eddie Henderson as 

previously mentioned . Thompson, 

Buena Vista representative, is making a business 

trip to Wichita . Bean of L&L 

Popcorn reports ten more Roto-Grilles being 

shipped to Sweden. 

George Kopulos spent last week in Wichita 

and vicinity and his brother Gus made a trip 

to St. Louis and the Ozarks. This left Dad 

Kopulos (Louis* in charge of the Regal Poppers 

office . . . W. D. Fulton is due back from 

his trip around the world. 

F. J. Lee, United Artists district manager, 

and Al Fitter, new western sales manager, 

conferred with Ralph Amacher, local manager. 

Bud Truog, office manager, was on a 

two-week vacation . . . J. W. Shreve of Shreve 

Theatre Supply and Mrs. Shreve made a trip 

to Minneapolis . . . R. T. Harrell, owner 

of the service station at 1810 Wyandotte and 

well known to Filmrow and out-of-town exhibitors, 

died Monday (30). He was 79 years 

old and had fractured a hip a year ago. His 

wife Rose of the home at 4303 Walnut, survives 

him. 

Abe Schiller was in town over the weekend 

giving away thousand-dollar bills! Schiller 

is usually known as "Mr. Las Vegas," because 

he publicizes the fabulous American Monte 

Carlo, particularly his own spot, the Flamingo 

Hotel. He was on his way to Detroit where 

he will make talks to several service clubs 

and stopped off in Kansas City to attend 

a couple of parties in his honor, one at the 

Oakwood Country Club and the other at 

Hillcrest. "Meet Me In Las Vegas" was playing 

at the Roxy Theatre so Schiller came 

down and passed out the bills mentioned, 

which are hardly legal tender since they 

don't have the same photographs and writing 

on that Uncle Sam's brand do. However, he 

and Norman Sprowl, Roxy manager, had a 

fine little lobby promotion stunt for a short 

while. 

Fox Midwest lost Lloyd Noble from its 

auditing department to the insurance business. 

Martha West in that department married 

Buford B. Charles on April 27 but is 

returning to work after the honeymoon. Fred 

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Bob Herrell of United Film Exchange reports 

Larry Woolner, New Orleans producer 

of "Swamp Women," which United is distributing 

in this area, was in town recently. 

Another independent producer who called 

locally was Herman Biersdorf, producer of 

"Outlaw Safari." He screened the picture 

for Fox Midwest while here. 

C. A. Schultz, president of Consolidated 

Agencies, and his wife took his mother, Mrs. 

Emme Schultz, to her home in Lester Prairie, 

Minn., going on to Mason City and Marshalltown 

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BOXOFFICE :: May 5, 1956

: May 

ILL.—Bill 

. . . Lou 

. . Jack 

. . Jerry 

. . The 

. . Marc 

Dnvc 

Souttar. district 3 manager, and his booker. 

Darrel Presnell, went to Wichita for a meeting 

with all managers in the district Pi-iday 

(41. Jim Long held the district 5 meeting 

on Thursday (3) and Leon Robertson's district 

1 meeting is scheduled for Monday (7i, 

both in the home office. Robertson reports a 

Ladies' night is being held for "Never Say 

Goodbye" in the four Fox houses—women 

admitted free, with a man who pays. 

Police Suspect Arson Try 

In Fire at Old Theatre 

M.^PLEWOOD. MO-Ar>on i.s .suspected 

1 the M'lOiid firo m tliice days in the old 

POH in Theatre Sunday (29). resulting 

HI the destruction of the interior of the 

building and leaving only three of the walls 

standing. The roof and rear wall fell in 

during the fire. The damage will exceed 

$20,000. it was indicated. The first fire on 

Friday (27i started in the front part of the 

building and apparently was due to a short 

circuit in electric wiring. That fire did about 

S2.500 damage. 

The theatre property is now owned by the 

National Food Center gi-ocery chain and w-as 

to have been used as a warehouse. The theatre 

quit operating back in 1944. Fire Capt. 

Harold Deeming reported two men were seen 

running from the old theatre building a few 

minutes before the fire of April 29 was discovered. 

County police officials were requested 

to conduct an investigation. 

Exhibitor Response Good 

In Tax Repeal Write-In 

KANSAS CITY—Senn Lawler of Fox Midwest, 

area tax repeal chairman, is pleased at 

the response from exhibitors in this area to 

recommendations suggested, and has issued 

this statement: 

"I am highly gratified at the way exhibitors 

responded to our urgent plea that 

they write to their congressmen. Many have 

sent me copies of replies received and at this 

date, things seem to be shaping up on our side. 

However. I want to emphasize that if any 

have not yet w-ritten they should do so at 

once." 

INDIANAPOLIS 

Y'le .Vllifd rheatre Owners of Indiana will 

hold a board meeting at the offices here 

May 15. Trueman Rembusch, Roy Kalver and 

William A. Carroll will attend the national 

Allied board meeting in Washington May 22, 

23 . . . The Variety Club will hold its annual 

golf tournament and outing at the Indianapolis 

Country Club August 9 . . . Herschel 

Smith will reopen the Hope Tlieatre at 

Hope in May. It has been closed several 

years . Cook and Bert Rayburn of 

Crawfordsville were driving to Indianapolis 

Monday when state police stopped them with 

the news the screen tower at their C-Ville 

Drive-In was on fire ... A roof fh-e damaged 

George Marks' Palace Theatre at Montpelier. 

Burdette Peterson, manager at National 

Theatre Supply, has been elected as a Variety 

representative on the Cerebral Palsy 

board, replacing Bob Conn, who was transferred 

to Chicago recently . 

Wolf and 

Manny Marcus are experimenting with a 

machine which makes a miniature-type 

doughnut that sells five for a dime and takes 

little counter space . Allan, former 

MGM field representative here, has opened 

his own agency to put on promotions for 

theatres and circuits , . . Exhibitors, indoor 

and outdoor, are complaining about the wet, 

cold weather that slowed business to a walk 

over the weekend. 

Dick Frank, Paramount manager, and Dave 

Friedman, field representative, took the Indiana 

Council of Women behind the motion 

picture scenes at a meeting here Thursday 

Siebert, Allied Artists salesman in 

southern Indiana, has been transferred to 

Des Moines. Hal "Bud" Rose, from Des 

Moines, has replaced him, but in the northern 

Indiana territory. Sam Ross has taken over 

the south route for AA . Indianapolis 

Colosseum held its annual spring dance at 

the Marott Saturday night. 

Ben Misenheimer, former Monticello hardware 

store operator, has bought the DeLuxe 

Drive-In at LaPorte. It's his first venture 

in theatre business . . . Jerry Haugk, most 

recently associated with 'V&W and Rosenthal 

Theatres, is now managing the Wheel- 

In Outdoor at Mooresvllle for Orval Templeton 

.. . WiUiamH.McNabb, 81, retired theatre 

owner, died at Mooresville April 18 . , , New 

widescreens have been installed by Mike 

Make at the Airline Auto Theatre, Winchester, 

and by Dick Hand at the Melody Drive- 

In, Culver. 

Loyce Proffitt, contract clerk at 20th-Fox, 

has resigned to keep house. Suzanne Swartz, 

formerly in the booking department, has 

taken her place. New girls In the booking department 

are June Myers and Flo Lucid. 

Thomas P. Allen, district manager for 

United Film Service who has been missed for 

the last three months by his friends in Indiana, 

is convalescing in Detroit following 

surgery for ulcers. Tom sent greetings to 

his friends and said he was looking forward 

to going back on the road again soon. 

Sentence Former Manager 

EVANSVILLE, IND. — Joseph Melcher. 

charged with embezzling $5,596 from two 

downtown theatres he formerly managed, 

pleaded guilty recently and has been sentenced 

to two years in the state reformatory. 

The charge carries a two-to-21-year sentence. 

Melcher disappeared March 19 and was arrested 

ten days later in Lafayette, Colo., 

where he was found with his wife and two 

children. 

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BLANDINSVILLE . 

Ford has 

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Corp. of Cedar Rapids, Iowa, to manage the 

State Theatre in that city, effective May 1. 

This is one of two hou.ses owned by the company 

in Cedar Rapids and seats 1,288 per- 

.sons. Mrs. Ford and daughter Judy, and Mrs. 

Bertha Hendricks will join him there at the 

end of the school term. 

Royal at Salina Sold 

SALINA—Lon Cox has bought the Royal 

Theatre from the estate of the late W. D. Fite 

of Kansas City. Cox also operates the Vogue 

Theatre here. He is replacing some of the 

equipment with that furnished by the 

National Theatre Supply. 

Rental Rates in France Vary 

Film rental rates in France vary according 

to the region, ranging from 43 per cent in 

Paris and the Strasburg region to 46 per 

cent in the Mar.seilles region. 

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items in this great line. 

Kids hoye the time of their life on "Gome-time' Installations include the Commonwealth Theotrcs, 

Playground Equipment without the necessity of Inc , 

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cost-adding superyision. Complete line scientif- JopI'". Trenton ... the Crest at Konsas City... 

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. . Exhibitors 

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ST. 

LOUIS 

\XJ E. Horsefield, Morganfield, Ky., theatre 

owner, came to St. Louis to attend the 

funeral of his brother Russell J., local lawyer. 

L. J. Williams. Union, Mo., president 

of Missouri-Illinois Theatre Owners, headed 

a group from MITO at the services . . . J. R. 

Pierce, salesman for Buena Vista here since 

early in January, has been promoted to 

manager in St. Louis seen 

along Filmrow included V. H. "Red" Rost, 

New Madrid; L. A. "Bud" Mercier, Fredericktown; 

Izzy Wienshienk, district manager, 

Publix Great States, Alton, accompanied by 

John Dromey and Dunk Kennedy of the 

Chicago headquarters; Otto Ingwersen, Montgomery 

City; Joe Beckett, Valley Park; 

Grover Brinkman, Okawville; Harry Horning, 

buyer, Turner-Farrar Theatres, Harrisburg; 

Kenneth Herth, Pacific; Robert Good, 

Pinckneyville; Lee Norton, Sullivan; Leon 

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Jarodsky, Paris, who later visited Kansas 

City; Herbert P. Hartstein, 61 Drive-In, 

Pevely; Louis Odorizzi, Staunton; Rowe E. 

Carney jr., Rolla. 

Ed Peters, manager. Confection Cabinet, 

returned after a business swing through 

southeast Missouri to Memphis and back. He 

took in some 20 spots on the journey, including 

a number of drive-ins . 

sneak previewed "The Catered Affair" at 

Loew's State Wednesday (2) to test an audience 

response. 

. . MGM 

Ruth Shurnas, Paramount cashier, departed 

April 27 for a w-eek's vacation at Roswell, 

N. M. Tappella and his wife Rose 

and Bess Schulter have opened their Hi- 

Lands Golf Driving Range at 7025 Chippewa 

St., near the city-county line. Jim and Rose 

will be in active cliarge, while Bess will devote 

her time to the Columbia Theatre. 

The Hi-Lands, which now has a golf driving 

range and automatic baseball machines, next 

summer will Include a miniature golf range 

and playground for children. 

Maureen Arthur, daughter of David G. Arthur, 

Variety chief barker, and head of the 

booking department, Fanchon & Marco-St. 

Louis Amusement Co., recently was a guest 

artist on "Musical Showcase," a Sunday night 

feature on KSD-TV . O'Herrin, 

referee in bankruptcy, named David Rickensohl 

appraiser for the assets of the banki-upt 

McCarty Theatre Supply Co., which folded 

several weeks ago. 

The Majestic, East St. Louis, a Publix Great 

States unit, is offering adults a bargain 50- 

cent rate until 6 p.m. After that time the 

rate is good in the balcony, where it also is 

good all day Sunday. Children with adults 

are free . . . The Lemay Theatre, Lemay, has 

gone to a 40-cent rate for adults and children 

ten cents . Holiday Drive-In, Overland, 

operated by Dick Fitzmaurice, abandoned the 

Buck night policy, reverting to its former 

price scale as it day and dated "Meet Me in 

Las Vegas" with Rormie's Drive-In and the 

North Drive-In. 

"Guys and Dolls" opened at popular prices 

at Fanchon & Marco-St. Louis Amusement 

Co.'s Missouri Theatre Friday (4) . . . The 

American Theatre, lone regular flesh and 

blood dramatic house, ended a rather poor 

season the night of April 28. There were 

only 14 attractions that ran total of 18 

a 

weeks in the 1955-56 season and gross receipts, 

not counting taxes, totaled $404,500, 

a drop of $59,000 from the previous year. 

Fanchon & Marco-St. Louis Amusement Co. 

hands out 400 passes to their Fox and St. 

Louis fii-st run theatres every week to the 

local USD for u.5e by service men and women. 

theatre. Reportedly the fans u.sed last season 

reduced the relative humidity by 15 to 30 

per cent. The new fans are to be installed 

between the 50 cents and $1 sections, and 

duplicate those used in the higher priced 

.sections last year. 

With "Seven Wonders of the World," the 

third in the series of Cinerama productions 

now showing at the Ambassador Theatre 

here, it has been announced that "Cinerama 

Holiday," the second in the series, played to 

a total of 1,068,000 cash customers in the 

62 weeks of its run. With the seating capacity 

of the theatre reduced to some 1,500 

persons, the total is considered excellent. The 

theatre is scaled to $2.40. The total gross 

boxoffice take for the 62 weeks has not been 

revealed. 

Richmond, Mo., Farris 

Is Closed Temporarily 

RICHMOND, MO.—The Farris Theatre, 

which Frank Weary sr. has operated on 

lease here since 1915, closed Saturday (28) 

night. Although the Farris is expected to 

reopen before the summer is over. Frank 

Weary III, son of the operator, said that 

business conditions did not warrant continuous 

operation. 

Myron Clevenger was manager at the 

Farris. 

Plans Golf Course 

FREDERICKTOWN, MO.— L. A. "Bud" 

Mercier, who owns the Mercier Theatre and 

the Hi-Y Drive-In, plans the construction of 

an 18-hole golf course. Frank Moore of St. 

Louis, professional golfer and brother of Terry 

Moore, coach with the St. Louis Cardinals, is 

designing the course. 

CofC Operates Theatre 

BUCKLIN. MO.—The C/B Tlieatre has 

been turned over by its owner, Vii'gil Anderson, 

to the Chamber of Commerce, which will 

operate it on a parttime basis. Anderson has 

been living in Des Moines for some time. 

A.A. THEATRE CONCESSION 

Distributors . . . 

SUPPLY CO. 

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Select Drink Inc. 

4210 W. Florissont Ave. Phone 

St. Louis 15, Mo. Evergreen 5-5935 

EVERYTHING FOR THE THEATRE 

St. Louis Theatre Supply Company 

Mrs. Arch Hosier 

Bernard J. McCarthy, sales mgr. 

3310 Olive Street, St. Louis 3, Mo. 

Telephone JEfferson 3-7974 

"The Maverick Queen" opened at Fanchon 

& Marco's Fox Theatre May 1 to give St. 

Louisians theii- first look at Naturama. The 

accompaning feature on the bill was 

"Stranger at My Door" . . . Before the 1956 

season of the St. Louis Municipal Opera gets 

under way in the Municipal Theatre in Forest 

Park on June 7. two additional giant dehumidifying 

dispersal fans wiU be installed 

in the 12,000-seat theatre to reinforce the 

two used in the 1955 season. The additional 

fans will make possible uniform dehumidifying 

action throughout the entire outdoor 

YOUR ORDERS FOR ] 

SPECIAL 

TRAILERS 

1 CfT 

1 PERSONAL

: May 

Spotlight at Chicago 

Stops on 'Magic Fire' 

CHICAGO—"Magic File" at the Monroe 

Theatre took the spotlight for three reasonsit 

was playing its American premiere, it was 

the only newcomer in the Loop and it was 

productive at the boxoffice. Some of the 

holdovers were also staunch grossers, however. 

"The Swan." in its second week at the 

United Artists, did especially well. At the 

Grand. "Forbidden Planet" and "Day of 

Fury" entered a tJiird week as outstanding 

products. Also tops at their respective boxoffices 

were "Meet Me in Las Vegas" in a 

second week at the Loop Theatre, and 

"Comanche" at the Roosevelt, in its third. 


Cornegie—The Court Jester (Pora), 2nd wk 195 

Ch.cogc- Alexander the Great (UA), 4th wk 235 

C'-.cn-\i —Rapture (SRI, 2ndwk 185 

t re, ^ Po c;c- Cinerama Holidoy (Cinerama), 49th 

»sk 350 

Gron.l Forbidden Planet (MGM), Doy of Fury 

,U-M, 3rd ^k 220 

Looc^Meet Me in Los Vegas (MGM), 2nd wk...230 

.McVickers-Oklohomo! (Magna), 18th wk 275 

.Monr^ê Mogic Fire ;Rep) 225 

Oriental The Mon in the Gray Flannel Suit 

20th-Fo\), 4th wk 225 

Roosevelt Comanche (UA); The Killer Is Loose 

(UA), 2nd wk 210 

State Lake Anything Goes (Para), 3rd wk 190 

Surf Citizen Kane (RKO), 3rd wk. reissue 180 

United Artists The Swan (MGM), 2nd wk 250 

Woods The Harder They Fall (Col), 3rd wk 215 

World Playhouse Too Bod She's Bod (Getz- 

Kingsley), 3rd wk 185 

Ziegfeld Diobolique lUMPO), 19th wk 200 

'Vegas' and 'Touch' Hit 

200 Per Cent in Kaycee 

KANSAS CITY—The boxoffice picture 

brightened here, with "Touch and Go" at the 

Vogue and "Meet Me in Las Vegas" at the 

Roxy scoring 200 per cent of normal business. 

"Jubal" at the Paramount also chalked up 

a respectable score of 150 and "Too Bad 

She's Bad" was not too bad— 160 per cent. 

The four Fox houses had a satisfactory week 

with two thrillers, but "The Swan" took a 

dive at the Midland for the five days it 

played of a second week and the Missouri 

split the playing time of "Our Miss Brooks" 

and "Hunters of the Deep" with a couple of 

reissues, both scoring about the same low 80 

per cent. 

Glen Too Bad She's Bod (Getz-Kingsley) 160 

Kimo Diobolique (UMPO), 6th wk 90 

Midland The Swan (MGM), 2nd wk 80 

Missouri Our Miss Brooks (WB); Hunters of the 

Deep (DCA) spilt with Vivo Zopoto (20fh-Fox); 

Broken Arrow (20th-Fox), reissues 80 

Paramount Jubol (Col) 1 50 

Rox>—Meet Me in Los Vegas (MGM) 200 

Tower, Uptown, Fairway and Granada Day the 

World Ended (ARC), The Phontom from 10,000 

Lcogues (ARC) 115 

Vogue Touch and 200 

Go (U-l) 

Indianapolis Grosses 

Like Lamb as April Ends 

INDIANAPOLIS — April went out like 

March— weekend business was low and 

grosses are below expectations at first run 

theatres here. Weatherproof juveniles, however, 

made "Rock Around the Clock" at the 

Circle and "Forbidden Planet" at Loew-'s 

prosperous. "The Man in the Gray Flannel 

Suit" wâs holding up well enough in its 

third week at Keiths to indicate a fourth. 

"Hilda Crane" has not attracted much interest 

at the Indiana. 

Circle Rock Around the Clock (Col); Flame of 

the Island (Rep) 125 

Esquire Doctor ot 90 

Seo (Rep) 2nd wk 

Indiana Hilda Crone (20th-Fox) 75 

Ke ths The Man in the Gray Flannel Suit (20th- 

Fox), 3rd wk 100 

s Loew Forbidden Planet (MGM); Hell's Horizon 

iCol) 110 

Lvric—The Shepherd of the Hills (Para); The 

Troil of the Lonesome Pine (Para) 80 

What Is a Patron? . . . 

Setut Laivler of Kansas City, general 

manager for Fox Midioest Theatres, 

answers the question. "What Is a Patron?" 

in a front page editorial in a 

recent issue of Contact, circuit house 

organ. It follows: 

To paraphrase George Gobel, "You don't 

haidly get them no more." 

Patrons, millions of them, make up our 

lost audience. Granting that television, 

scarcity of outstanding boxoffice atUactions. 

other interests combine to form strong, competitive 

influences that ai-e keeping people 

away from our theatres, there also is a strong 

suspicion that we as showmen are not making 

our- shows as attractive as they could be. 

What is a patron? He is not a cold 

statistic, as revealed in shrinking attendance 

figui-es. A patron is a flesh and blood human 

being with feelings and emotions, biases and 

prejudices, mighty touchy about little things, 

forsooth he must be treated with tact and 

consideration. 

A patron is not an outsider to our business. 

He is the most important part of it. He is 

not dependent on us. we are dependent on 

him. We aa-e not doing him a favor by serving 

him. he is doing us a favor by giving 

us the opportunity of serving him. He comes 

to us. or should be induced to come to us. 

seeking entertainment. It is our job to see 

that he is cared for properly—and profitably 

—to him and to us. 

You who operate our theatres—managers 

and employes who are responsible for the 

treatment of patrons—ai-e patrons yourselves 

of other lines of business. With whom do 

you like most to deal? You like to deal 

with people who express their appreciation 

of your patronage by treating you with 

courtesy and consideration. You like to spend 

yom- money in places that are "run right," 

w^hether they deal in goods or services. As 

a patron, you like the people who serve you 

to be on their toes, who make you feel, for 

the moment, that you are important. 

We ask you now to put the shoe on the 

other foot. Is your theatre being "run right?" 

Is it bright and clear? Does it have a hospitable 

atmosphere? Is it comfortably warm 

in winter and comfortably cool in summer? 

Are patrons given a cordial greeting when they 

enter, and a "thank you. come again." when 

they leave? Are employes informed about coming 

attractions so they can drop an inviting 

w'ord about the next program? Is sound always 

maintained at a proper level, and is the picture 

always sharp, clear and bright? Never 

forget that what you are selling is that picture 

up there on the screen. That's your merchandise, 

and it gains or loses in attractiveness 

by the manner in which it is presented. 

Those are the little things that add up to the 

one big thing—making your theatre the place 

that people like to go. 

What is a patron? Put yourself in his 

place, and you've got the an.swer! 

Gunman Robs Theatre 

JOPLIN. MO.—A daring lone gunman held 

a pistol in the ribs of M. R. McLain. manager 

of the Fox Theatre here, the night of 

April 13. and made good his escape with 

$160, while a large crowd was watching the 

show inside, unaware of the holdup. 

William Hawks will produce 20th-Fox': 

'The Reef." a World War II drama. 

T. H. Slothower Circuit 

To Open New Drive-In 

WICHITA- Wtal her conditions permitting 

its completion, the Derby Drive-In should be 

open by May 15. This is another operation 

for the T. H. Slothowers who already have 

a number of drive-ins and indoor houses In 

Wichita and the surrounding area. 

The latest aircr in their chain will accommodate 

about 900 cars and is located 

between Mulvane and Derby, less than 20 

miles from Wichita. Slothower designs all 

their theatres himself and this one has an 

all-metal screen which he designed that 

is the only curved screen of its type in the 

area. It is 120 feet wide and proportionately 

high. 

A very pretty private entrance road has 

been made at the intersection of Rock Road 

and K-15, with entrances and exits off each 

road. Red derby hats will be given as 

souvenirs at the opening. 

Bob Good Installs Lenses 

PINCKNEYVILLE, ILL.—Bob Good, owner 

of the Capitol Theatre, has installed new 

lenses to facilitate the showing of widescreen 

pictures. 



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BOXOFFICE 

: 

5, 1956

: May 

Feminine Wrestlers 

Perform on Stage 

Lake City, Minn.—The art of wrestling, 

performed by members of the "weaker" 

sex, is bolstering the boxoffice at the 

Hollywood Theatre here, owned by Mrs. 

Florence Fick. Once a week, the house 

offers a feminine wrestling match on stage 

in place of the second feature. 

Illinois Sales Receipts Up 

SPRINGFIELD—The Illinois revenue department 

has revealed the state sales tax 

produced $20,558,672 in March, an increase of 

$4,893,411 over March 1955. The cigaret tax 

raised only $2,489,860, a drop of $73,677, while 

liquor tax collections totaled $1,935,036, a 

decrease of $167,347. The gasoline and public 

utility tax receipts increased. 

Opens at Broadlands, 111. 

BROADLANDS. ILL.—The Okaw Drive-In 

Theatre here has opened for the sea.son with 

newly installed Cinemascope facilities, including 

an enlarged screen. George Barber, 

owner of the Okaw, said his other theatre, the 

Tuscola Drive-In, also would open in a few 

days. 

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KANSAS CITY, MO. 

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Citizen Group May Run 

Theatre at Milford. 111. 

MILFORD. ILL.—Plans for the formation 

of a non-profit corporation to purchase and 

operate the Milford Theatre as a community 

betterment project are under way here 

through the efforts of Martin Henke and 

Ralph David, with support of the Lions 

Club, which currently is operating the business. 

Although little time has been spent in 

personal solicitation, the sponsors have 

secured 26 pledges of purchase of $100 shares 

in the proposed corporation. 

The general opinion here seems to be that 

it would be unwise to allow the theatre to 

close at a time when efforts are being made to 

interest industry in locating here. Tentative 

plans are to sell stock of $100 denomination 

in the non-profit corporation, to form the 

management. In addition, mortgage bonds of 

small denomination, paying a small interest 

rate, if earned, would be sold. By keeping the 

cost of the bonds low, it is hoped to interest 

nearly every adult in the community to 

become financially interested in the enterprise. 

Eddie and Ethel Bergman 

Mark 25th Anniversary 

CLEVELAND—Eddie and Ethel Bergman, 

with a combined record of almost 50 years in 

the motion picture industry, recently celebrated 

their 25th wedding anniversary. Eddie, 

a Universal salesman for the last ten 

years, previously was with 20th-Fox for 21 

years in the company's New York and Cleveland 

sales departments. 

For 18 years prior to her marriage. Ethel 

was office manager in Cleveland and secretary 

to the branch manager. At the time 

of their marriage, April 15. 1931, Ethel retired 

to devote her time to home making and 

club work. Within the last few months, the 

Bergmans moved into their new ranch home 

at 2211 Campus road in suburban Beachwood 

Village. 

R. E. Carney Builds Motel 

ROLLA, MO.—Rowe E. Carney is completing 

a beautiful two-story motel layout 

here. 

New Clinton, Ind., Airer 

CLINTON, IND.—Gene Marietta and Gene 

in the vicinity of the Pennant Hotel on U.S. 

66. Carney operates the 450-car RoUa Drivein 

and the Ritz, Rollamo and Uptown theatres 

Hathaway are building a drive-in here to replace 

one formerly operated here by Joe 

Million. The latter was on land owned by 

a mining company, which reclaimed it. 

Belleville Airer Reopens 

BELLEVILLE, ILL.—The Skyview Drive-In 

Theatre, which suffered damages of $85,000 

in a tornado several weeks ago. has been reopened 

by the Bloomer Amusement Co. 

Fire at Closed Theatre 

MAPLEWOOD, MO.—The old Powhattan 

Theatre at 3111 Sutton Ave., which has been 

closed for several years, was damaged about 

$3,500 by a fii-e early Friday i27). The blaze, 

apparently caused by defective electric wiring, 

started in the manager's office in the 

front part of the building and spread up a 

stair-way to the roof. 

RESMCH BUREAU 

for 

MODERN THEATRE PLANNERS 

ENROLLMENT FORM FOR FREE INFORMATION 

The MODERN THEATRE 

PLANNING INSTITUTE 

825 Van Brunt Blvd. 

Kansas City 24, Mo. 

Gentlemen: 

Please enroll us in your RESEARCH BUREAU 

to receive information regularly, as released, on 

the foUoviring subjects for Theatre Planning: 

n Acoustics n Lighting Fixtures 

D Air Conditioning 

Plumbing Fixtures 

n Architectural Service |-| projectors 

n "Black" Lighting ^ „ . .. 

n Projection Lamps 

n Building Material 

n Carpets 

D Coin Machines 

D Complete Remodeling 

n Decorating 

° ^^"""^ 

° îgns and Marquees 

Sound Equipment 

Television 

n Drink Dispensers D Theatre Fronts 

n Drive-In Equipment Q Vending Equipment 

n Other Subjects 

Theatre 

Seating Capacity.. 

Address 

City 

Slate 

Signed 

Postage-paid reply cards for your further convenience 

in obtoining information are provided in The MODERN 

THEATRE Section, published with the first issue of 

each month. 

BOXOFFICE 

: 

5, 1956

: May 

Norlh Dade Drive-In 

Is Opened in Miami 

MIAMI — Wometco's new North Dacic 

Drive-In opened formally Fiiday {21). The 

two nights preceding the opening were "Get 

Acquainted Nights." and patrons were admitted 

free. Films were scheduled for the 

first "preopening fiesta." while the Jerry 

Wichner WINZ "Rhythm at Random" rock 'n' 

roll show gave the free entertainment for the 

second night. 

The theatre is located at N.W. 27th avenue 

and 171st street. It will draw most of its 

patronage from the community of North 

Dade. A contest run some months ago in that 

locality chose the drive-in's name. 

The airer. accommodating 850 cars, promises 

"Eye-Fi" projection and "Hi-Fi" sound, the 

largest speakers in town, and "goodies" from 

the "dazzling new confection pavilion" that 

include charcoal broiled burgers and real 

Italian pizza. 

George Wilby was named managing director. 

A number of TV personalities appeared 

at the opening; there were searchlights, 

a blimp overhead and "Marty" and 

"Gunfighter" on the screen. 

To Contact Schools, Clubs 

In 'Oklahoma!' Campaign 

MIAMI—Ralph Puckhaber of 

FST's advertising 

staff is handling the continuing campaign 

being put on for "Oklahoma!" at the 

Sheridan Theatre. Among other activities. 

Puckhaber will get in touch with high 

schools, clubs and fraternal gi'oups. 

James Barnett. manager of the downtown 

Olympia and also official greater for the 

city of Miami, appeared in the Bayfront Park 

bandshell recently, introducing Mayor Randy 

Christmas and acting as coordinator for an 

hom--long program. The occasion was a 

special band concert, conducted by Caesar 

LaMonica. and devoted entirely to music 

from the "Oklahoma!" score. 

The concert was broadcast live over a local 

radio station. About 4,000 persons were present 

in the park. 

Highlight of the program was the appearance 

of Gordon Leonard, personal representative 

of Gov. Raymond C. Gary of Oklahoma, 

who presented his state's flag to Miami's 

mayor. 

TV newsreels were made and the event 

was covered by three main newspapers of this 

area. 

In town for the occasion was Louis B. 

Finske. FST head, as well as French Harvey 

and Joe Deitch from the Jacksonville office. 

The Miami office was represented by Al 

Weiss, Howard Pettengill and Al Glick. 

S. S. Barksdale Appointed 

To Army War College Staff 

FORT PAYNE, ALA.—Col. S. S. Barksdale, 

longtime operator of the DeKalb 

Theatre here, has been appointed to the 

teaching staff of the Army War College at 

Carlisle Barracks. Pa. He will report July 1. 

With Army service covering 25 years. 

Barksdale was with the Third Army in 

Europe in World War II and in Japan after 

the war. He is now chemical officer with 

the Fifth Army headquarters at Chicago. 

Col. and Mrs. Barksdale still maintain their 

official residence here. 

Showman Turns Columnist for Day 

MIAMI "Here we .stay awake nights 

thinking of ways to steal a line or two of the 

amusement editor's column of the Miami 

Herald, and all of a sudden the entire column 

is thrown in our lap to use as we see fit." So 

said Sonny Shepherd, district manager for 

Wometco first runs. Shepherd then went 

on to say: 

"There is nothing I know of I'd rather 

publicize than the theatres I supervise, but 

probably that would be dull stuff, as you no 

doubt read the ads to see what's showing. My 

wife Sally reads the theatre time clock in 

the paper to find out what picture she wants 

to see in spite of all the money I spend for 

Wometco on advertising our first runs. 

"Theatre managers and those who supervise 

the operation of theatres, as I do Wometco's 

first run houses, are constantly thinking 

up ideas on how to attract the public 

to theii- motion picture palaces. But we try 

to convince our employes, as our bosses have 

convinced us, that money isn't everything. 

"Exploitation and publicity are tricky 

things. No matter how hard we try, it has 

to be pretty good to get by the city desk of a 

newspaper as 'news' and we can't understand 

why the amusement editor or the 

hard-boiled city editor, with a heart of stone 

and a deaf ear to our pleadings, can't see 

things our way. 

"Maybe I have delved into the inner sanctum 

of publicity a little more than the average 

theatre manager for, you see, I sorta 

'double in bra.ss,' as the old show business 

saying goes. Today it's very rough to 'crack 

a newspaper,' especially in a town that has 

almost as many press agents as Arthur Vining 

Davis (local multimillionaire much in the 

news because of his extensive real estate 

holdings) has dollars. 

Stanley Butler Succeeds 

Stephen Barber in Largo 

LARGO, FTiA.—Stanley Butler now is managing 

the Largo Theatre. He replaced 

Stephen Barber, who became manager of the 

Ritz in Clearwater. 

Butler came to Largo from Wauchula. where 

for the past two years he was manager of the 

Hardee. Prior to that, he was in Tampa with 

the Florida State Theatrse. He and his wife 

and small daughter Cheryl Ann are making 

their home in Largo. 

^':S 

i 

^-)k 

VA M.4NAGERS MOVE—Byron Adams, 

United Artists manager in Atlanta since 

1951, has been named to head the company's 

new exchange office in Jackson- 

>ille, which will start operations this 

summer. Bill Hames. left, UA manager 

in Dallas, will replace Adams in the 

Atlanta exchange. 

"Years a«o we used to tliink up gags to 

publicize pictures and try to j-llp .something 

over on the editors. Bui no more. 

"Once, on Flagler Street bridge, we planted 

the clothes and belongings oJ a character 

whose name was in the title of a picture 

'planted' meaning deliberately placed, to you 

readers who are not pre.ss agents, and sometimes 

I wonder if there are any. A suicide 

note with the person's address, name and a 

reference to the picture was placed in the 

clothing. He had registered at a boarding 

house a few days before his supposed disappearance—at 

our expense of course. 

"The police were telephoned and they 

rushed to the bridge. The newspaper reporters 

were on hand and details were 

checked even to dragging the river. But it 

seems we made one mistake and consequently 

our big story never got in the morning paper. 

"We had let a reporter on the night beat 

view a .special showing of the picture. He had 

a memory like an elephant's and detected 

the tieup. Incidentally, he Ls no longer on the 

paper, making much more as convention 

manager for Miami Beach. 

"Newspapermen and showpeople are my 

favorite human beings. They are hard to understand, 

but they try to please. And also don't 

believe that every blurb you see in the paper 

is a press agent's story—only just a small 

percentage. 

"After all, press agents are people, too. 

They have families that have to eat and 

when they get their bosses' names in the paper 

that means they can eat for another 

week. 

"Sidney Meyer and Mitchell Wolfson, coowners 

of Wometco and WTVJ. (Now that I 

have their names in print, maybe my family 

and I can eat for another week, too.)" 

'Swan' Grosses 120 

As Memphis Leader 

MEMPHIS— "The Swan" did the best business 

in Memphis with 20 per cent above 

average attendance at Loew's Palace. "The 

Man in the Gray Flannel Suit." 20th-Fox. 

had an average week diu-ing its third week at 

Loew's State. 


Palace—The Swan (MGM) 1 20 

State The Mon in the Groy Flannel Suit (20th- 

F«y), 3rd wk 100 

Strand The Come On (Allied Artists) 100 

Maico—The Bottom of the Bottle (20th-Fo>c) 90 

Warner—Goodbye, My Lady (WB) 80 

Repairing Gale Damage 

At Dania, Fla.. Airer 

DANIA. FLA.—Work has started on setting 

up the huge st«el and concrete screen tower 

at the Dania Drive-In to replace the tower 

wrecked in a recent tornado. 

James Ochs, Ochs Management Co., said 

that damage to speaker wiring will also 

run high. 

R. L. Wilburn Elected 

UNION. S. C—Robert L. Wilburn. Union 

Theatre owner, haj5 been elected to the state 

highway commission to represent District 7, 

consisting of Union, Spartanburg and Cherokee 

counties. 

BOXOFFICE ; 

5, 1956 SE 57

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MEMPHIS 

^n^ L. Moxley, BIytheville; Moses Sliman, 

Lux, Luxora; and K. H. Kinney, Hays 

in Hughes, were in town from Arkansas. R. B. 

Gooch, Ritz, Selmer; Louise Mask, Luez, 

Bolivar, and Mr. and Mrs. W. F. Ruffin jr., 

Ruffin Amusements Co., Covington, visited 

liere from Tennessee. Leon Rountree, Holly, 

Holly Springs, was in town from Mississippi 

Missouri in Parma, which had been 

closed, is now operating on Saturdays and 

Sundays . . . H. R. Euell, Moonlight Drive-In, 

Hayti, has opened for the summer. 

Ned Greene, manager of the Cardinal 

Drive-In, Mayfield, went into fulltime operation 

May 1. He had been operating on weekends 

only . . . L. L. Latham has bought the 

Houlka in Houlka, Miss., from Alfred Bishop. 

The new owner will book and buy in Memphis 

T. Ellis, owner, has closed the Ellis 

in Philadelphia, Miss., for repair's and remodeling. 

An early opening is expected. 

Wesley McGar and Gradon Farrow have 

bought the Dixie in Ripley, Miss., from 

Strand Enterprises . staged a sneak 

preview of "The Catered Affair" at Loew's 

State May 2. 

Radio and TV Get Brunt 

Of Delinquency Blame 

SAVANNAH—Motion pictures were given a 

clean bill of health so far as juvenile delinquency 

was concerned in a report made 

to Senator Estes Kefauver at his request 

representing a pool of more than 500 white 

teachers in the Savannah and Chatham 

County schools. 

Radio and TV, however, did not fare so 

well. These media ran third in a list of 

contributing factors to juvenile delinquency, 

what there is of it, in this locality. 

The reports classified radio and TV as 

offering undesirable and overemphasized programs. 

No mention was made anywhere in 

tlie report of motion picture entertainment, 

which is very popular among school students, 

who have enjoyed special student prices at 

the downtown first run houses for the last 

five years. 

About 86 per cent of the teachers felt that 

delinquent homes were the main cause of 

juvenile delinquency. The board of education 

had a letter from Senator Kefauver 

in which he stated the results "would be 

most helpful" and that the material would be 

useful "in our preparation of our study of 

education and juvenile delinquency." 

Gives Benefit Show 

CANAL POINT, FLA.—The Prince Theatre 

Will be the scene of a benefit show sponsored 

by the Pahokee Lions Club, proceeds to go into 

the Civic Center Building Fund. The 

theatre management donated all money collected 

for tickets sold at the door, and the 

Lions sold adult donation tickets for 50 

cents. 

Henry Webb Reopens Drive-In 

DEMOPOLIS, ALA.—Henry Webb has reopened 

his Grove Drive-In, which has installed 

a new widescreen for the summer. Leo Hart 

jr. will be manager with Hubert Dunn as 

projectionist and Betty Anne Gilder in charge 

of 

concessions. 

Albert G. Weber to Build 

$150,000 Donelson Airer 

DONELSON. TENN.—Construction of a 

$150,000 drive-in on a 30-acre tract on the 

Lebanon road, two miles from here, has been 

announced by Albert G. Weber, part owner 

of the Colonial Drive-In. Weber has resigned 

as secretary- treasurer of Morris & Co., wholesale 

jewelers firm, to give full time to his 

drive-in interests. 

An imiovation at the new drive-in will be 

a device to transmit sound from the film 

track directly to radios on cars farthest from 

the screen. A widescreen will be installed. 

The concessions menu will include "everything 

from fried chicken to popcorn." 

Joseph Hart jr., associated in ownership of 

the Colonial, as well as the Bel-Air and New 

Warner Park facilities, will give technical 

assistance to the Tri-State Theatre Supply 

Co., which is furnishing equipment and service 

to the new theatre project. 

NEW ORLEANS 

The world premiere of the Woolner Bros, release, 

"Swamp Women" is being held at the 

Panorama Theatre here. Larry and Barney 

Woolner, local drive-in exhibitors and also 

in production, also scored with their first release, 

"Naughty New Orleans." Babe Cohen 

Enterprises is handling the distribution of 

"Swamp Women," which was filmed in New 

Orleans and surrounding Bayou County. 

Lou Dwyer, booker at Paramount, is 

father 

of a baby girl, born to Mre. Dwyer April 24 

J. S. Moses closed the Star Theatre, 

Prichard, Ala., Monday (30) . . . H. Melvin 

closed the Cheney, Cheneyville, La., on the 

same date B. Guillory reopened the 

Lark Drive-In, Ville Platte, Sunday (29) for 

the summer. 

. 

Al Boneon, formerly with 20th-Fox, is the 

new booker at Universal Fallati, 

latest addition to the Warner Bros, booking 

department, received his draft notice and will 

have to report for induction soon . . . A. L. 

Royal of the Meridian Drive-In, Meridian, 

Miss., set back opening of the drive-in until 

Friday (4). The theatre suffered damage to 

its parking surface recently in heavy rains 

and flooding conditions. 

Speaks on Drive-In Operation 

NAPLES, FLA.—The Naples Kiwanis Club 

at its regular dinner meeting held in the 

Rainbow restaurant heard three businessmen 

give talks on their individual business operations. 

Pete Flontex spoke on the drive-in 

theatre business. 

Miss Santa Rosa Crowned 

MILTON, FLA.—The Milton Theatre was 

the scene of the crowning of Miss Santa Rosa 

County, winner of the Beta Sigma Phi 

sponsored contest. She will represent the 

county in the Fiesta of Five Flags in Pensacola. 

Rates for Senior Patrons 

TAMPA—Florida Theatre will offer special 

prices to the Mario Lanza picture "Serenade" 

to all persons 65 and over. Between 10:30 

a.m. and 12:30 p.m., these patrons will be 

admitted for 35 cents. 

BOXOFFICE 

: 

5, 1956

. . 

Hank Farris Is Manager 

Of Strand. Hartselle. Ala. 

HARTSELLE. ALA—Hank Farris, who has 

been in the entertainment business 25 years, 

now is manager of the Strand Theatre here. 

^.v 

HANK FARRIS 

Hubert Mitchell, owner of the theatre, has 

gone in for the western motif in a big way 

first at his Ranch Drive-In and now at the 

Strand—which will be renamed the Rodeo. An 

extensive remodeling program has been announced 

by Mitchell for the Strand, including 

air conditioning and western murals on 

the walls. 

Farris came here to succeed Pruitt Hodges, 

who will devote full time to managing the 

Ranch Drive-In. It was while Farris and 

his wife were doing their trick rope and 

bull whip act on the stage and rodeo ch-cuit 

that they became acquainted with Mitchell. 

More recently, the Farris have been doing 

the act mostly for charity or civic projects. 

The last 12 years Farris was connected 

with K. Lee Williams Theatres in Waldron 

and Paris, Ark. 

Moses Sliman Buys Airer 

BLYTHEVILLE, ARK.—Moses Sliman, owner 

of the Lux and Murr theatres, has purchased 

the Delta Drive-In, located south of 

Osceola, from Mrs. Tom Martin of Hot 

Springs. He announced the name will be 

changed to Ellas Drive-In. The theatre 

screen will be enlarged for Cinemascope and 

the latest equipment will be Installed. Work 

is getting started immediately and Sliman 

hopes to open soon. 

Burglars Get $50 From Safe 

JACKSON, MISS.—Burglars "peeled" the 

safe of the Skyvue Drive-In here recently 

and got $50. 

CHARLOTTE 

r Y. Walker of the State in Greenville, N. C. 

advised he will no longer operate this 

Alex Harrison of 

theatre 

New York, general sales manager for 20th- 

Fox: H. G. Ballance and Paul Wilson of 

Atlanta conferred at the local exchange 

George Carpenter, director of the Theatre 

Owners of North and South Carolina and 

Mrs. Carpenter visited Lucille Price, executive 

secretary. George's activities have been 

curtailed due to ilhiess but his friends are 

glad to know that he is once again able to 

resume his participation in all phases of the 

industry. 

Robert E. Bryant, director of TONSC, will 

leave Rock Hill next week to accompany a 

group of 200 members of the Rock Hill High 

School band and Junior Police Patrol on a 

trip to Wa.shington. Bryant has been active 

in planning many interesting activities for 

this group while touring the capital, among 

which is meeting the South Carolina congressmen 

and .senators while there ... A. 

Fuller Sams jr., general manager of Statesville 

Theatre Corp., spent much of the week 

in Charlotte, visiting the association office, 

local exchanges, and taking care of Shrine 

duties. 

IVIike Meiselman of the H. B. Meiselman 

Theatres reports W. K. Allen has been appointed 

manager of the Parkview Theatre at 

Wilmington and R. Wells has been named 

to the helm of the Danca at Wallace . . . Bill 

Norton, manager of the Manor Theatre at 

607 Providence Rd., cooperated with the 

Junior League in staging a morning show^ at

: May 

MIAMI 

21 rthur Davis of Gold Coast Pictm-es booked 

"The Slave" for an American premiere 

at the Roosevelt Theatre. The Caplans. who 

The Golden Glades Twin Drive-In publicizes 

triplicate advantages: three featui-e 

shows nightly, free Kiddy City, including 

merry-go-round, swings and slides, open daily 

at 6, free admissions for children under 12 

accompanied by adults and a 50-cent admission 

for servicemen and students. 

Mitchell Wolfson, co-owner of Wometco 

and president of WTVJ, is the subject of the 

lead story in the April issue of Far East Film 

News of Tokyo, Japan. He has been in 

Tokyo as part of an around-the-world trip 

he is taking with his wife and daughter 



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Fi-ances. Glenn F. Ireton, editor and publisher 

of the magazine, wrote that Wolfson 

"made many friends for himself, the motion 

run the theatre, plan an extended run for 

the prize-winner. No children's or students' 

tickets are to be sold . . . The Mayfair Art 

and Sunset theatres had such success with 

"Diabolique" that another thriller, "The Night shipping it back to WTVJ for inclusion in 

My Number Came Up." is booked and being the "Renick Reporting" news program. 

ballyhooed in advance. 

Allan Johnson is the new manager at the 

Gables, taking over from Harry Margolesky, 

âvuUi^ 

GS3 

picture industry and, needless to say, for 

Florida, which happens to be my longtimeago 

home, too." Wolfson is shooting film in 

the hotspots of tlie Far and Middle East and 

who moves over to the Beach, where Bob 

Battin recently resigned. 

When Wometco's North Dade Drive-In 

opened April 27. WTVJ had its mobile unit 

there and patrons were able to see themselves 

on television. They were also invited to inspect 

the "studio." Some ten of the station's 

local staff actors and newsmen made inperson 

appearances. One of the sponsors 

provided a one-pound lollipop to each child 

attending. 

"Kids from 6 to 

60'' were invited to attend 

Paul J. Benjamin, a retired production 

manager for the National Screen Service of 

New York, died April 25 in this city, where 

he resided. He was a member of the Pioneer 

Motion Picture Ass'n and of Variety. 

The Screen Actors Guild will open a branch 

here this year, according to Herb Rau of the 

News. A final push for Florida repre.sentation 

was given recently by the late Edward Aniold, 

in town making a picture. Sam Segal will 

manage the Miami office, which will mainly 

service three major union film shops of this 

state. They are Empire Studios in Orlando, 

Miami Productions of this city and a new 

all-color studio that Is expected to open 

sometime this summer in Carol Gables. Segal 

now operates out of his home, distributing 

questionnaires to actors who plan to work in 

feature motion pictures, entertainment films 

for TV or TV film commercials. He said he 

has discovered that in the Miami area alone 

there are 22 longtime members of SAG, and 

that there are about 100 additional potential 

members for the local group. 

The Roosevelt Theatre will go on a legitimate 

policy soon, when Sam Hirsch takes 

over to bring in Vincent Price in "Dial M 

For Murder" and others later. 

An eye-witness says that the prize piece 

of ingenuity designed by Ralph Hoge for 

the 

craft carrying equipment for filming "The 

Old Man and the Sea" is a camera capsule 

built by Warner technicians from specifications 

by Fred Zinnemann and Fred Crosby, 

director and cinematographer. It weighs two 

tons, is 12 feet long, has a three-foot diameter. 

In the twin-windowed device of 

3/16th-of-an-inch boiler plate, two cameramen 

operate cameras, one above the other, 

through two-inch glass windows. Thus simultaneous 

shots can be made above and below 

waterline. Most of the weight is in ballast, 

a ton needed to stabilize it in rough seas. 

Another innovation is the elimination of a 

microphone boom — potentially dangerous 

were it to get out of control in a ground 

swell. Spencer Tracy will be wired for sound, 

a microphone hidden in his clothing. Except 

for shots in Peruvian waters, all filming is 

in and around Cuba, with les.ser roles filled 

by Cubans. The boy will be played by 11- 

year-old Filipe Pazos, spotted at Ruston 

Academy, a Latin-American school. 

Showmen Franklin Maury and Harry 

Kronewitz. managerial team at the Miracle 

Theatre, are watching with interest the results 

of the just-begun Early Bird policy. 

The theatre, Kronewitz says, is opening two 

hours earlier than before, at 11:45, and an 

admission of 52 cents now prevails for the 

two hours before regular- opening time. 

Wometco has been ballyhooing this change in 

the Little Rascals Theatre Party when the 

comedies were booked at nine main FST 

houses on a recent Saturday. The event was 

presented in conjunction with WGBS-TV 

and the comedies were in addition to the 

advertising headings. It is the first time the 

regular show. Special ads were taken in 

Early Bird has been tried in Coral Gables. 

newspapers and the occasion was ballyhooed "The community has grown .so much," Kronewitz 

says, "we feel the time is ripe to try 

as a 23-cent, Channel 23 entertainment. Don 

it Barber, star of the "Little Rascals" TV show out." The thinking behind the change was 

seen here, made an in-person appearance at 

twofold: that shoppers might enjoy dropping 

all theatres. 

into a theatre to relax and catch their breath 

about that time, and that mothers might be 

glad for the chance to see a show before time 

Greater Crater Ar 

MAXIMUM LIGHT 

to pick up the children from school. 

The independent Tivoli has booked a 

double-header of two Alec Guinness films. The 

Sunset and Mayfair Art theatres are showing 

"Ladykillers" and advising patrons to arrive 

at the beginning of the picture. The Circle 

has "The Prisoner." FST's Florida and 

Colony theatres have "The Swan," also costarring 

Guinness. Loew's Riviera has "The 

Claughton's neighborhood 

Swan," too . . . 

Normandy jumped on the Grace Kelly bandwagon 

and offered "To Catch a Thief" and 

"Rear Window" on a double bill, writing In 

"Princess" over the Grace Kelly name in the 

ad. 

In a recent letters to the amusement editor 

Sunday local column, a 15-year-old girl wrote 

in part: "If juvenile delinquency is to be 

. 

stopped, we must have something in its place. 

When we do find something we like (like 

the movie, 'Rock Around the Clock') there 

is always something wrong with it . . One 

of our city commissioners says, 'Teenagers 

shouldn't be out late at night.' Is it better 

for us to be enjoying ourselves in a movie, 

or would you rather we be down at the drag 

strips? . . . The minute we find some clean, 

wholesome fun, it's ridiculed so much that 

we are ashamed to have fun . . ." The editor's 

note in comment read: "If riots, or near -riots, 

in Georgia—DIXIE THEATRE SERVICE, Albany—Hemlock 2-2846 

DIXIE THEATRE SERVICE, Atlanto—Walnut 4118 

RHODES SOUND & PROJECTOR, bavannah—Sav. 3-8788 

FRED W. YOUNG, Inc., Atlanta—Alpine 2644 

SO BOXOFFICE : 

5, 1956

: May 

. . 

that have been resulting from Rock 'n' Roll 

around the nation is 'clean, wholesome fun.' 

then we were born 20 years too late." 

The Caplan brothers, operators of the 

Roosevelt, are reported as having an agreement 

with legitimate show producer Sam 

Hirsch to stage legitimate shows beginning 

some time in May. Star names are to head up 

list the of players. Meanwhile the Caplans are 

adhering to an art policy. They plan to bring 

back "Volcano." with Anna Magnani. 

Raze Jacksonville Palace 

To Provide FST Parking 

JACKSONVILLE— Tlie Palace Theatre, for 

27 years a local entertainment landmark, is 

coming down to make way for a parking lot. 

Lamar E. Sarra of Florida State Theatres has 

announced that the contxact to raze the 

building has been let to the Cuyahoga Wrecking 

Co of Jacksonville, and that work will 

start immediately. 

The wrecking will be completed in about 

100 days. The theatre chain will use the 

area as a parking lot for the other theatres 

Fred McLendon Resumes 

Operation at Clayton 

CLAYTON. ALA.—The Fred T. McLendon 

Theatres of Union Springs. Ala., once more 

has taken over the Clayton Tlreatre. Mrs. 

Roy Saimders will be manager of the house, 

which will be operated only on Friday, Saturday, 

Sunday and Monday. 

The la.st several months the theatre has 

been under lease to the Olin Evans Theatres 

of Florida. Diu-ing that time CinemaScope 

was installed and the house operated on a 

fulltime basis. 

Airer Screen Is Replaced 

After Damaging Winds 

LENOIR CITY. TENN.—The Dixie-Lee 

Drive-In Theatre, which had been unable to 

present films for several weeks because of 

damage inflicted to the screen in a severe 

storm, is back in operation again. Mose Waller 

Jr., operator of the theatre, said that the 

storm damage to the picture screen amounted 

to several thousand dollars. However, the 

screen has been replaced and the theatre is 

now running on a fulltime basis. 

'Mystery Farm' Popular 

TALLADEGA. ALA. — A popular stunt 

worked out by the local paper in cooperation 

with the Ritz Theatre is a "Mystery Farm" 

feature. The paper carries an aerial view of 

a farm in the locality and invites any who 

can identify it to call or WTite the News. Free 

tickets to the Ritz Theatre or Broadway 

Drive-In are awarded for correct identifications. 

The owner or operator of the farm pictured 

also receives a free ticket, upon making 

himself known to the paper. 

Name Vernon Hodnett 

WELSH, LA.—Vernon A. Hodnett of 

Plaquemine. La., who has been with Joy 

Theatres for 12 years, has been named 

manager of the local theatre, succeeding Jules 

Courville, who has accepted a position with 

a theatre in Crowley. 

Floyd Theatres Testing 

Haines City Matinees 

HAINE:S city- In ri'spon.se to many requests. 

Floyd Tlieatrcs will open the Florida 

here for matinee performances. Matinees 

will be run on Tliursday, Saturday and Sunday 

of each week, stai-ting at 2:30 p.m., with 

one show each day. These .showings are first 

runs brought from the Lake Haines Drive-In 

for the benefit of those who find it difficult 

to attend the Lake Haines. The Florida is 

equipped for the showing of all widescreen 

processes. 

The matinees ai'e being offered as an experiment. 

If enough interest is shown by 

local patrons, the afternoon shows will be 

continued. 

Robert F. Coxe Manages 

Talladega, Ala., Ritz 

TALLADECiA. ALA.—Robert F. Coxe, manager 

of the Broadway Drive-In here since 

1952. has been named manager of the Ritz 

Theatre. Coxe first came to Talladega in 1942 

as an operator at the Ritz. He first went into 

the theatre business in Columbiana, Ala., in 

1933, but left a year later to work for the 

Reconstruction Finance Coi-p. He was employed 

by the RFC until he came to Talladega 

in 1942. 

Jacksonville Exchange 

To Be Opened by UA 

JACKSONVILLE—United Artists is opening 

a new exchange office in Jacksonville, 

according to an announcement from James 

R. Velde. general sales manager. BjTon 

Adams, United Artists manager in Atlanta 

for the past five years, will be transferred to 

Jacksonville to head the new exchange. 

A booking office has been maintained by 

the UA in Jacksonville for the past three 

years. 

Birthday Party at Airer 

HALEYVILLE. ALA.—The Havala Drive-In 

Theatre gave itself a birthday party on its 

first anniversary recently. Free balloons were 

given to the youngsters and the grownups 

vied in popcorn guessing and string chewing 

contests. Every 30th car was admitted free 

and all couples celebrating a wedding anniversary 

were "guests of the house" for the 

evening. 

Surgery for C. L. King 

PLANT CITY. FLA.—C. L. King, manager 

of the State Theatre, was admitted to Morrell 

Hospital, Lakeland, where he underwent surgery. 

He is making a satisfactory recovery. 

Will Operate Weekends Only 

WAUCHULA, FLA.—The Hardee, an 800- 

seater, and a unit of the Floyd Theatres, 

will be opened for Saturday and Sunday operation 

only. The company will continue to 

operate the 704-car Starlite Drive-In on a 

seven night a week basis. 

Wind Levels Ozoner Screen 

DANIA. FLA.—The huge screen of the 

Dania Drive-In collapsed during wind and 

rain which struck with almost tornado force. 

The screen struck a nearby parked automo- 

cam had 

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BOXOFFICE : 

5, 1956 61

. . W. 

. . New 

: May 

ATLANTA 

Cam George, former manager of the Paramount 

and most recently with Bailey 

Theatres, has joined Cinerama as public relations 

director for the southeast. George will 

make his headquarters in Atlanta . D. 

Loggans has closed the Fox in Kingsport, 

Tenn., and is now connected with the Coal 

Town in Norton, Va. . . . Miss Hellevi Rombin 

of Sweden, Miss Universe of 1956, was a 

recent visitor to Atlanta. She has appeared 

in two film roles—as a teenage autograph 

hunter in "The Benny Goodman Story" and 

as a Scandinavian au-line stewardess in 

"Istanbul," 

an Errol Flynn film yet to be released. 

, 

playing at the Roxy on a rem 

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served seat basis, reported a total attendance 

of 20,204 April 8-14 . . . Dave Harris is the 

new amusement editor for the Atlanta Journal, 

replacing Jon Barnes, who becomes public 

relations director of Atlanta's Dinkier- 

Plaza Hotel . . . Mi-s. Lynda Burnett, booker 

at United Artists, has returned from a short 

motor trip to St. Petersburg. 

Mack Grimes, Bailey Theatres, is back at 

his desk following a business swing through 

the Florida circuit . . . The following exhibitors 

were seen on the Row recently: Jack 

Heffleman and Lawrence Bailey, Princess, 

231 Drive-In and Parkway Drive-In, Huntsville, 

Ala.; Sol Abrams, Harlem, Athens; Mrs. 

Andrew Ewing, Monteagle Sunday School 

Assembly. Monteagle, Tenn.; Wendell Mc- 

Coy, Town, Jackson; W. B. Hamaker, Starlite 

and Pour-Lane Drive-Ins, Miu-freesboro. 

Tenn.; Mack Nations, Ritz, Bridgeport, Ala.; 

Walter Morris, Pike and Tower, Knoxville, 

Tenn.; J. P. Edge, Mars, LaFayette; Eddie 

Watson, Strand, Montevallo, Ala.; P. L. Taylor, 

Dixie, Columbus. 

Barbara Beck, United Artists ledger clerk, 

has resigned . . . Auditor Fred Rippingale has 

been a visitor in the Atlanta MGM office . . . 

Mrs. Nell Middleton returned from a weekend 

trip to South Carolina, where she visited 

her sister . . . Betty Joe Clayton, Greta Flowers 

and Martha Hall, all of Metro, visited Ida 

Cason Gardens on their holiday . officers 

of the MGM Pep Club elected are 

Helen Taylor, president; Ed Bendler, first 

vice-president; second vice-president, Thetis 

Tegeder; Vivian Miller, secretary; Betty Jo 

Clayton and Lucille Bryant, treasurers. 

The employes of the Martin booking office 

enjoyed a fishing trip, with their guests, 

at the Tommy Thompson Lake near Hawkinsville 

. . . "The Man With the Golden Arm" 

went into its third big week at the Rialto 

in Atlanta . . . Bertha Fish, Republic, is recuperating 

from an appendectomy at Georgia 

Baptist Hospital. 

WOMPI news: New members welcomed at 

the luncheon at Variety Club, April 25, were 

Dorothy Eller, Metro; Opal Tate, Wil-Kin; 

Joyce Stokes, Republic. WOMPI who attended 

the bingo party at Battle Hill Haven, 

April 23, were Stella Poulnot, Laura Kenny, 

Charline Jones, Mildred Castleberry, Edythe 

Bryant, Martha Hall. Tillie Shapiro and 

Juanita Elwell. WOMPI are actively soliciting 

registrations to the Georgia-Alabama Theatre 

Owners convention at the Dinkler-Plaza 

Hotel, Atlanta, May 27-29. WOMPI will also 

\n 

^^^^ -f^' 

^•^""'iSs o» , 

Love Hungry Men . 

NEW! 

First 

Run 

Boxoffice Hit! 

have two floats in the parade for Old Newsboys 

Day, May 18, besides eight automobiles. 

Seventy or more members will sell newspapers 

on the street. 

Joe Dumas, Republic office manager, has 

returned from a fishing trip in southern 

Georgia. 

Two Theatremen Arrested 

For 'Elysia' Billboards 

TAMPA—Nude photographs displayed on 

billboards by the State Theatre as advertisement 

for a motion pictui-e concerning nudism 

resulted in the arrest of theatre Manager 

William T. Freytag jr.. and district manager 

B. F. Ellison jr. A complaint had been filed 

by indignant citizens, who protested the 

showing of obscene pictures, although the 

film was advertised for "adults only." 

The theatre manager claimed that the material 

had been cleared by the National Board 

of Review. Freytag further stated that both 

the pictures and the film "Elysia" had been 

shown at the theatre before and that no one 

had complained. 

Titusville, Fla., Ozoner 

Bought by Ohio Showmen 

TITUSVILE, FLA.—The Indian River City 

Auto Theatre on Highway 50 has been reopened 

under new management. D. W. 

Koehler and C. W. Armstrong, former showmen 

from Ohio, are the new owners. They 

have installed equipment for showing widescreen 

films on the giant screen. 

Handling the booth operation will be Armstrong, 

a former showman and an experienced 

projectionist. Koehler, a former 

musician, will handle the general operation of 

the theatre and supervise the snack bar. 

$6,000 Injury Suit Filed 

SAN ANTONIO—The Woodlawn Theatre 

here has been named defendant in a $6,000 

damage .suit filed by the father of a 6-yearold 

boy who said his son's right index finger 

had to be amputated after having been 

pinched in a theatre seat. Eddie George 

Parens, son of E. 

H. Parens, alleged that the 

accident happened July 14, 1955. 

Neal Robinson's 4th Theatre 

CRESTVIEW, FLA.—Neal Robinson has 

taken over the Park Drive-In from H. Ward. 

This acquisition gives Robinson four local 

theatres, as he also operates the Fox, Elgin 

and Dixie Drive-In. 

James Beach Leaves Industry 

MELBOURNE, FLA.—James Beach, who 

has managed the Van Croix Theatre since 

1953. has resigned and become manager of 

the newly opened Sears Roebuck & Co. 

store. 

Timothy O'Toole Dies 

FORT LAUDERDALE, FLA.—Timothy F. 

OToole, 66, retired manager of Columbia, 

died in a local hospital. He came to Florida 

from New Haven, Conn., eight years ago. 

Love Potion 

o, GREEN HEU,^^^,,^^^^^,,,.S 

^'^''^s^^^ °' 

ATLANTA—JAX'VILLE 

CHARLOTTE—MEMPHIS 

NEW ORLEANS 

Keith Stuart Ochs Arrives 

DANIA, FLA.—A son has been born to Mrs. 

James Ochs, wife of the manager of the Ochs 

Theatres in Florida. The boy has been 

named Keith Stuart. 

BOXOFFICE : 

5, 1956

: May 

. . Arthur 

. . Members 

. . Loew's 

. . 

. . . Haines 

. . Tom 

. . Exhibitors 

95 

Atlinll, 

RESEARCH BUREAU 

or 




PLANNING INSTITUTE 




to receive information regularly, as released, on 

the following subjects for Theatre Planning: 

n Acoustics 

n Air Conditioning 

n Architectural Service 

n "Black" Lighting 

n Building Material 

D Carpets 

n Coin Machines 

D Complete Remodeling 

n Decorating 

n Drinlc Dispensers 

D Drive-In Equipment 

D Other Subjects 

n Lighting Fixtures 

n Plumbing Fixtures 

D Projectors 


n Seating 

n Signs and Marquees 

D Sound Equipment 

D Television 

n Theatre Fronts 

D Vending Equipment 

JACKSONVILLE 

J^liiuT Camp is the new Florida manager 

lor Howco Exchanges, said Scotl Lett. 

Howco executive from Charlotte who spent 

several days here before going to Atlanta. 

Camp, who has been with Howco for the last 

two months, was a Paramount salesman for 

many years. Evelyn Hazouri, Howco booker, 

has resigned to undergo surgical treatment 

... A reorganization of the United Artists 

office has begun with Bryon Adams arriving 

from Atlanta to serve as manager. Heretofore, 

the local UA office has been part of the 

Atlanta exchange setup under C. H. "Buck" 

Robuck, Florida salesman. 

Jack Wiener. MGM press representative for 

the last two years, has resigned and moved 

temporarily to New York. A Frenchman by 

birth, Jack became a naturalized American 

last year. He said that his place on Emery 

Austin's staff would be taken by Norman 

Levinson, formerly of Minneapolis . . Leonard 

Allen, Paramount 

. 

exploiteer from Atlanta, 

made his here in several 

first trip 

months to do advance promotion work on 

"The Birds and the Bees." WTiile here, he 

held a luncheon attended by disk jockeys 

from several local radio stations. 

Jimmy Bello, Astor Pictures. Atlanta, came 

in to sell product to circuits and independents 

. Davis, energetic young 

distributor who owns Gold Coast Picture 

Corp.. Miami, reported that he is booking 

"The Ladykillers" into more Florida drive-ins 

"than all the eight former Guinness films put 

together." Arthur also said that he lias just 

taken over distribution rights in Florida for 

Louis DeRochemont's "The Great Adventure." 

Bill Beck has held over "The Littlest Outlaw" 

for another week at his Five Points 

Theatre . of the Florida Theatre 

staff, especially cashier Mary Hart, revealed 

that patrons seeing "The Man in the Gray 

Flannel Suit" have been unusually generous 

in their praise of the picture . . . Juanita 

Bridges, pretty Imperial Theatre cashier, 

has resigned to model clothes at Cohen 

Brothers before entering training as an Eastern 

Air Lines hostess . . . After years of quiet 

operation as a subsequent run theatre, the 

Imperial has attracted wide public attention 

since taking over the first run policies 

of the 

"Addle" Addison Jr.. United Artists pub- 

licist, has moved into the area to launch 

exploitation stunts for an advance buildup 

on "Trapeze" here included 

R. L. Bailey. Blountstown: Jack Fltzwater; 

Tampa; J. M. Wells. Klngsland and Folkston, 

Ga.; A. O. West, Macdenny; Roy Bang and 

E. C. Kanlaris, St. Augustine; R. C. MuUls. 

High Springs; Sam K. Strathos, Daytona 

Beach; H. A. Dale, Lake Butler, and Carl 

Floyd. Haines City. 

J. R. McCloud has acquired the Cedar 

Theatre. Cedar Key. from Bob Mullis . , . 

Kenneth "Skipper" Barrett jr.. .son of Ken 

Barrett. FST real estate manager, has been 

selected to receive a Chicago Tribune award 

for his outstanding record as an ROTC officer 

at the University of the South. Scwannee. 

Tenn . Sampson. FST film rental 

accountant, was away on a spring vacation 

"Pop" Drayton, member of the 

Florida Theatre building staff, and Mrs. 

Drayton were busy planning for their 50th 

wedding anniversary celebration in the Garden 

Club. 

Screen newscomer Helena Stanton has been 

added to the cast of Universal's "Star Light." 

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Postage-paid reply cards for your further convenience 

in obtaining information are provided in The MODERN 


each month. 

Palace, which is now being demolished . . . 

Mabel Leventhal. former San Marco manager, 

returned there to serve as a hostess during 

the first local run of "Aida." 

Thomas P. Tidwell, 20th-Fox manager, 

spent the week visiting exhibitors in the 

Miami area and returned here to greet Alex 

Harrison, 20th-Fox general sales manager 

who arrived with Mrs. Harrison for a brief 

Florida visit . . . L. D. Netter sr., who resigned 

as FST president last year, and Mrs. Netter 

have left their Ponte Vedra Beach home near 

here and have moved into the Hotel Gramatan, 

Bronxville. N. Y. 

. 

Evelyn Carmiehael is the new secretary in 

the office of Tom Sawyer. FST booker . 

Margaret Abbott is a new staff member at 

20th-Fox Theatres' Normandy 

Twin Open-Air Theatre here had a large 

institutional newspaper ad which featured 

the drive-in's "beautiful spring flowers. Silver 

Meteor jr. railroad, free donkey rides and 

five-acre playground." 

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JACKSONVILLE 

BOXOFFICE 

: 

5. 1956 63

^^^^^^^^^^^^^^^^^^^^H^ Af'^^^^^ZTh^^^^H 

Cancer and liealthy cells seem to feed 

on different kinds of "food." We 

know how to make some cancer cells 

die by starving them. Will we starve 

out all kinds of cancer cells one day? 

Only more work and research will tell. 

Some LJiRci jialR'iit-. iIc\(Iii|j -uhstances 

that fight their own tumors. 

When science knows more about antibodies, 

we may have a new cancer 

treatment. Only more work and research 

will tell. 

Some cancers are being halted by 

atomic materials. Can new radioactive 

isotopes affect other cancers in the 

same way? Only more work and research 

will 

tell.

Barbecued Beef, Sauce 

For Thealre Trade 

DALLAS—A new food product for the theatre 

concession trade. Jim-Bo's barbecued 

beef with bai-becue sauce, is being introduced 

this month by Atco Pood Co. of Dallas. 

There has been a constantly increasing 

demand from theatre operators for a high 

authentic-flavored canned barbecued 

quality, 

beef to be used for sandwiches served at 

theati-e snack bars, according to Robert F. 

Amundsen, president of Atco. The food company 

has been planning to introduce such 

a product for many months, but only recently 

has found a suitable cooking recipe and 

ingredient formula. 

Jim-Bo's bai-becued beef with bai-becue 

sauce is prepaj-ed in federally inspected 

faciUties in Dallas and carries the federal 

is inspection seal. It pit-cooked over hickory 

logs to give it a genuine hickory-smoked 

flavor and is chopped for convenient serving 

in sandwiches. One of the special featm-es 

of the new product is a meaty texture that is 

said to make it more appetizing because it 

eliminates excess running and bun absorption. 

The increasing popularity of the barbecued 

beef sandwich, particularly in the southwestern, 

southern, midwestern and western 

sections of the coimtiy. is a factor from which 

Amundsen believes all theatre owners and 

snack bar operators can benefit. These sandwiches 

ai-e potentially one of the highest 

profit items available to theatres, selling from 

25 cents to 40 cents per sandwich. A twoounce 

serving is said to be sufficient for each 

sandwich. 

To introduce the new product, Atco Food 

Co. is offering free through Associated Popcorn 

Distributors of Dallas a single unit 

Helmco-Lacy food warmer for serving the 

barbecued beef and barbecue sauce with each 

initial order of five cases, or a double unit 

Helmco-Lacy warmer with an initial purchase 

of ten cases. 

Idabel Lyric Theatre 

Destroyed by Flames 

IDABEL, OKLA.—Fire destroyed the Lyric 

Theatre building here Sunday (29). Damage 

was e.stimated at $80,000. No injuries were 

reported. 

Highway Patrol Troopers Bill Squires and 

Bob Pogue reported the fire was brought 

under control one and a half hours after 

it was discovered. Firemen held the flames to 

the theatre building, which is situated only 

a block from Idabel's main business district. 

Cause of the fire was not determined. 

Time Change in McKinney 

McKINNEY, TEX.—Manager Roy Edward 

Brockman of the Ritz Theatre announces a 

change in show hours. Tuesday through Friday 

each week there will be no afternoon 

performance, the boxoffice opening at 6:45 

p.m. with the feature starting at 7. On Sundays 

and Mondays the show opens at 1:15 

p.m. and on Saturdays the opening time is 

12:45 p.m. The McKinney Drive-In hours 

are the same, the show opening at 7 p.m. 

with the feature starting at 7:30. 

Tom Ewell will star in the Henry Berman 

production, "The Little Leaguer," a Metro- 

Goldwyn-Mayer film. 

INDUSTRY PROFILE 

Exhibitor King, Marietta, Okia,, 

Is His Honor to Townsfolk 

MARIETTA, OKLA.—LamonU' Knig, 

exhibitor, is "His Honor" to most of the 

people of this county seat town a few 

miles north of the Texas border in the 

Red Ri\'er country. King was elected 

mayor in June 1955, and says he will run 

again in 1957 if he doesn't have to make 

too many political enemies in the next 

year-. 

The Kings have been supplying screen 

entertainment here since 1920 when the 

elder King moved in and opened the Liberty 

Theatre. 'Voung Lamonte started 

operating the projection machines the next 

year when he was 10. 

His father died in 1926 and his mother 

operated the theatre until 1930, when 

Lamonte took over at the age of 19 when 

he finished school. He renamed the Liberty 

the Palace. In 1938 the government 

took over the Palace site for a new postoffice, 

and King rebuilt a block and a half 

west, naming the new theatre the King. 

Palms at Phoenix Hosts 

Student Projectionists 

PHOENIX—The Palms Theatre was host 

to 55 students, who are class projectionists 

in Madison district schools. Manager Bruce 

Ogilvie invited the students to tour the theatre, 

highlighting their trip with a visit to 

the projection booth in groups of eight. 

Dan Fisk, projectionist at the Palms, explained 

to the students just what goes on in 

a projection booth while the audience is 

watching the pictm-e. Fisk said the students 

were very attentive, courteous, and well mannered. 

They asked intelligent questions about 

the operation of the large projectors, and 

were shown that it is not an "automatic" 

operation. Several students apologized for 

having clapped when a picture had stopped 

in a theatre, saying that they now reahze 

how complicated it can be. Fisk said he enjoyed 

the students' visit and thought it a 

good idea for other schools to follow, Dan is 

treasurer of lATSE Local 293. 

'Moby Dick' Use of Color 

Praised by Dr. Kalmus 

HOLLYWOOD—John Huston's purposeful 

distortion of natural hues in his new Warner 

release. "Moby Dick," represents a "unique" 

use of tints, in the opiniotr of Dr. Herbert 

T. Kalmus, president and general manager 

of Technicolor, who has forwarded his congratulations 

to the producer-director for the 

"extraordinarily effective" manner in w-hich 

Technicolor was employed on the film. 

The color effects in "Moby Dick" reflect 

the deliberate stylization of a "fine painter," 

according to Dr. Kalmus. 

Open Wynnewood Airer 

WYNNEWOOD. OKLA.—A new drive-ln 

theatre, the Corral, opened here Tuesday (1). 

The theatre has a 200-car capacity and is 

equipped for CinemaScope. Owners are Paul 

and Walsie Campbell, who also own the Deal 

Theatre in Wynnew-ood. 

The King, which seats under 400, Is 

fully equipped for the new proce.sses—3-D, 

stereophonic sound, CinemaScope, etc. 

King says the 3-D installation was the 

biggest headache he has ever had in show 

business and hopes nothing like it will 

happen again. 

He also owns the smaller Queen Theatre 

here, which was operated part time 

from 1946 to 1950, but has been closed 

since then. In addition he operated the 

King B malt .shop next door to the King 

Theatre. 

The King is a family operation, with the 

missus and 9-year-old daughter on the 

job. The only hired help is the projectionist. 

During King's administration as mayor, 

Majietla has voted $120,000 in bonds to 

expand the sewer sy.stem and build a new 

disposal plant, and has annexed several 

acres for a housing development. The 

population is 1.900 city and 7.000 county. 

Large-Scale Remodeling 

At Port Arthur Surf 

PORT ARTHUR, TEX.—The Surf Drive-In 

Theatre was closed from April 16-29 while a 

plan for major improvements was put into 

effect by Jefferson Amu.sement Co. Installed 

was a new screen constructed of corrugated 

aluminum having reflective qualities of equal 

intensity to screens in indoor houses. New 

speakers have been installed as well as new 

projectors equipped with the new 1.7X Kollmorgen 

lens. 

The confectionery, formerly a single-service 

unit, has been redesigned wîth twice as 

much space as before and with facilities for 

two serving counters. Work continues on the 

gi-ounds. which are being completely landscaped, 

and new paving is being added. The 

entire theatre was repainted during the 11 

days it was closed. Manager A. J. Funderburk 

said. 

Kids Find Speaker Units 

Stolen From Theatres 

SAN ANGELO. TEX.— FoiU'teen of 53 

speakers stolen from two drive-in theatres 

in a surge of weekend vandalism were recovered 

in a vacant lot. District Atty. Aubrey 

Stokes reported the find to police after his 

son and several other youngsters found the 

speakers. 

The speakers were taken from Belvue 

Drive-In at 654 N. Bell and Jet Drive-In on 

Mertzon highway. They were valued at $6.50 

to $9 each, theatre owners said. 

H. C. Gunter to Construct 

McAllen, Tex., Ozoner 

McALLEN. TEX.—H. C. Gunter. who operates 

two drive-ins in Alice, plans to build a 

500-car drive-in to feature both English and 

Mexican films. Tlie new drive-in. which will 

be located on a 20-acre tract on South Depot 

road, will be managed by F. H. Tldwell jr. of 

Harlingen. who is Gunter's partner. 

BOXOFFICE sw 65

"The 

DALLAS 

prnest P. Berber reprinted from the March 

31 edition of BOXOFFICE remarks by Ray 

Colvin of TEDA urging that everyone in the 

industry "throw out talking gear in reverse 

and talk optimism, even if it hurts to do so," 

and mailed the reprints to customers of the 

Berber Theatre Equipment Co. Herber 

noted : power of thought is a very strong 

factor in the psychology of the human mind. 

At any rate, let's all try an experiment and 

see if our own optimism can be made contagious. 

I. for one, will practice this suggestion 

and hope that each of my customers 

will do so also."' 

L. L. Belk, 97, father-in-law of Paul Short, 

National Screen Service, died of a heart 

attack Tuesday morning (1) and was buried 

on Thursday. Belk came to Dallas in a 

covered wagon. He worked for the Clayton 

Anderson Co. until his retirement in 1936 . . . 

Carolyn Hejny is now employed at Southwestern 

Theatre Equipment Co. helping 

Joyce Smith . . Fred Stovenhour, National 

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Even though Mack lost all traces of Westmoreland 

after the manager left Olney due 

to his father's illness, he still fondly recalls 

him as a showmaii who took great care while 

patiently schooling his employes in the basic 

fundamentals of theatre operation to implant 

the spark of incentive into each of them to 

make the education worthwhile. 

He let his employes make full use of their 

talents and worked right with them towai-d 

more ticket sales at the boxoffice. He never 

set himself apart from any of his crew; he 

obtained full and complete cooperation because 

they all loved and respected him. 

Max^k said. 

While he was doorman. McCuistion was 

instructed to meet patrons warmly as they 

entered the theatre. "Many of them," Westmoreland 

pointed out. "feel self-conscious at 

that moment and it is the doorman's job to 

get them over that feeling and make them 

feel welcome." And it was during this 

assignment that the theatre had a booking 

of "Buck Benny Rides Again." Mack was 

rigged up in a cowboy outfit, including six 

shooters, to promote the picture. "I was 

nicknamed 'Buck' because of that stunt." he 

told us. "If Ml-. Westmoreland saw me today, 

I'm sure he'd still call me 'Buck.' " 

Mack never knew of his artistic prowess 

until the manager insisted he do a shadow 

box tracing of Superman for exploitation of 

the Paramount cartoons starring the comic 

page character. Although it was not professional, 

he felt justly proud of his effort; 

Westmoreland congratulated him and placed 

extra shekels into his pay envelope, and he 

used the finished masterpiece with each 

Superman booking. 

McCuistion was in the Army and worked 

in projection rooms at Stephenville and 

Brownwood twith Jack Hendrix at the Gem) 

before he came to Cleburne. 

Thomas H. Lee, who is managing the Cisco 

Palace for Phil Isley Theatres, has instituted 

Ladies night each Wednesday successfully. 

Lee. who has been a resident of Cisco several 

years, feels that it is an excellent way 

for a small-town exhibitor to popularize midweek 

theatre attendance and reacqualnt some 

of the former patrons with the theatre. 

Lee has been with Isley since the circuit 

took charge of the theatre some four months 

ago. 

WOMPI of Dallas Elects 

Grace Folsom President 

DALLAS—The local Women of the Motion 

Picture Industry, at a 

luncheon at the 'White 

Plaza Hotel, elected Mrs. Grace Folsom of 

Interstate Theatres president to succeed Mrs. 

Lorena Cullimore. 

Others chosen: Mrs. Billie Webb, 20th-Fox, 

first vice-president in charge of Programs; 

Miss Rosemary White, MGM, second vicepresident 

in charge of membership; Mrs. 

E>orothy Johns, Frontier Theatres, recording 

secretary; Mrs. Jean Johnson. Falls booking 

office, corresponding secretary; Mrs. Mildred 

Freeman. Rowley United Theatres, treasurer, 

and these directors—Miss Marilyn Bragg. 

Frontier: Mrs. Muggins White. 20th-Fox. and 

Miss Bess Whitaker, Interstate. 

Mrs. Cullimore. as past president, automatically 

becomes a director. The holdover 

directors are Mrs. Loeda Crawford. Republic. 

Mrs. Mildred Fulenwider. Simmons booking 

office, and Mrs. Mable Guinan, RKO. 

Installation of the new officers will be held 

at the June luncheon meeting. 

SAN ANTONIO 

Cylvan K. Barry of the Fu'slii Drivr-In. 

booked "El Ca-so de la Mujer Aseslnadlta" 

and "Ten Wanted Men" . Fiesta 

Flambeau parade drew the largest crowd. 

Some 275.000 per.-ôns braved the inclement 

weather to see the annual event . . . Recent 

visitors were Paul Houchli. Houston, and 

Frank Starz and Robert Bixler. Dallas . 

H. A. Daniels, Palace and Texas, Seguin, was 

in booking some Latin-American pictures. 

The Benitez family from Weslaco were at 

Azteca booking . J. "Stout" Jackson. 

Robstown. exhibitor who also has a screen 

construction business, has been in Dallas for 

several weeks putting up a .screen and tower 

for a new ozoner there, he informed during 

his visit here . Oslo, former manager 

for Clasa-Mohme here, called at the 

local exchange on his way from Los Angeles 

to his home in Mexico City . . . 'Visiting the 

film office to book and buy were Alfred 

Pawelek, Mid-Way Drive-In, Karnes City- 

Kennedy; John Flache, Teatro Alameda. 

Lamesa, and Charro Drive-In, San Antonio, 

and Mrs. Marie Burkhalter, the Marine. Fort 

Worth. 

Victor McLag-len was in town from Hollywood 

in company with Steve Wilhelm of 

Houston. They Introduced a new beverage, 

made on the Gulf coast, to the market here 

appropriate pictures were on the 

Thursday (26i evening benefit show at the 

Starlite Drive-In. Schertz, to raise funds for 

a combined Cibolo- Schertz fire department . . . 

Rosemary O'Reilly (Miss Emerald Isle 1956), 

singing star in 20th-Fox's "New Faces," appeared 

in the Hope Reed Cotton fashion 

show of the year at Joske's Monday (30) 

At Azteca and Clasa-Mohme exchanges to 

book product were the following exhibitors: 

Gustavo Lavenant, the Haydee, Dilley; Renee 

Benitez. Benitez circuit, Weslaco; Joe A. 

Soils, associated with his brother Manuel E. 

Soils in operating the Ranch Drive-In, Alice, 

and Longhorn Drive-In, Hebbronville; Maurilio 

Amaya. the Amaya. Poteet: Benito 

Silvas, Mexico Theatre, Can-lzo Springs; 

Father Rlcardo Trevino. All Saints Catholic 

Church, Port Worth, and Francisco Panchito 

Trevino, the Ideal, Pearsall. 

Jorec Lopez Portlllo, formerly an assistant 

director of Mexican films, now of Houston, 

and Ceferino 'Villamil, the Panamanian consul 

in Houston, also were at the local Spanish 

pictui-e 

offices. 

Manager at Victoria, Tex. 

VICTORIA, TEX.—The new manager of 

the Uptown Theatre at 113 W. Constitution is 

Dave Yates, 42, a veteran of 22 years in the 

theatre business in Corsicana, Amarillo, 

Vernon and Waco. "Vates Is married and lives 

at 2107 E. Brazos. He recently moved here 

from Corsicana. 

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DIVISION OF 



C, ADVENTURES INTO THE FUTURf 

BUFFALO 

3409 Oak Lawn, Room 107 

COOLING 

HOUSTON 

Dert Katzen. wife of Art. who i.s Interstate's 

new publici.st, has taken a job as credit 

checker for Universal CIT at 1210 Louisiana 

St. , 

Club's Jack Lutey and his 

wife Helen have a baby daughter . . . 20th- 

Fox's Henry Harrell was in Beaumont doing 

business with Jefferson Amusement Co. 

Jimmy Gillespie, 20th-Fox southern public 

relations man, came to Houston to huddle 

with Interstate Theatres' Al Lever and Art 

Katzen on "Hilda Crane" and "The Revolt of 

Mamie Stover." scheduled for the Metropolitan 

May 10 and 17 . . . William Gunzelman, 

traveling auditor, arrived here from 

Minneapolis to train a new cashier for 20th- 

Fox. She is Mary Joyner. 

Columbia office manager Jim Hudgens and 

his wife are back from their Florida trip and 

report everything was fine "and lovely"— the 

weather and. most of all, the new granddaughter. 

Branch Manager John 'Winberry 

was in Dallas huddling with Interstate Theatres 

officers. Columbia salesman Bob Mann 

is back on the job after a week's illness . . . 

Salesman S. B. Zimmerman got a brand new 

Ford. 

Interstate assistant city manager Russell 

Rindy is back on his feet and at work after 

his 

The 

serious operation 

six Goldwyn Girls made 

ago . 

a 20-minute 

stop in Houston en route to then- South 

American tour in connection with "Guys and 

Dolls." Interesting sidelight on Samuel's 

beauties is that of the five that made the 

United States tour, two got married and had 

to be replaced. Replacements were among 

the six in Houston ... A strange sight is the 

old Kirby Theatre marquee advising, "See 

the Metropolitan." Buddy Gould, last manager 

is at the Kirby, now assistant manager 

of the Majestic. 

New rosters for Variety Club Tent 34 are 

due out most any day, reports Manager Rex 

Van. Biggest party of all time was held in 

the clubrooms last Saturday night, said Rex. 

There were 63 reservations by noon Friday. 

Fred Nahaus emceed the shindig—was introduced 

by Paul Boesch—who was introduced 

by Van. Headline entertainers included 

bandman Denny Beckner, stage and singing 

stars Chris Robinson and Mary Del Anderson. 

And as a bonus, crazy singer-comedian 

Andy Crane got in the act. Heavyweight 

champion wrestler Pepper Gomez was a 

special guest at the party . Boesch 

goes weekly to Fort Worth and Dallas to 

emcee fight matches. 

Variety secretary Velma Swegart and her 

husband Albert have moved into a new home 

at 5546 Pagewood Lane . . Four Variety Club 

members will play charades Tuesday night 

on KPRC-TV big stag party is planned 

this month for Variety members and guests 

night (5) Variety had Jim 

Winner and his orchestra playing. Jim's a 

Variety member, too. The following Saturday 

night Nick Harper and his Combo have been 

engaged for Variety's party. Recent guests 

at the Variety clubrooms in the Montague 

Hotel have included Frankie Laine, George 

EQUIPMENT 

BUFFALO ENGINEERING CO., INC Dallas, Texas 

Gobel, J. C. Flippin, Richard Widmark, Pat 

Brady and Roy Rogers. 

The contest on "Meet Me in Las Vegas" at 

Loew's State has some fantastic prizes. For 

the grand prize winner it's a round-trip plane 

ride to Las Vegas and hotel accommodations 

for two for four days and three nights, plus 

$1,000 in cash! All one has to do is write in 

50 words or less "Why I would like to spend 

a holiday in Las Vegas." The contract reads: 

"If I win the grand prize of the all-expense 

holiday in Las Vegas, plus $1,000 in cash, I 

agree to spend the $1,000 entirely within the 

four days. I may .spend it any way I please. 

Any money I may win at bingo or other 

games will be mine to keep." KTRH radio 

tells daily of the deal. Local prizes include 

$50 cash, a 1956 Motorola portable radio, 

two $25 cash prizes, five LP albums, and a 

flock of two-tickets each to Loew's. 

At the last meetingr of the Houston Independent 

Theatre Ass'n, Gen. Victor Barraco 

of Bellaire and Roxy Theatre discussed a 

recent magazine article which dealt with how 

to get people back in film houses. He asked 

to go on record as recommending the article 

and the ideas behind it. They were, in effect, 

that one of the big troubles with business 

today was too many exhibitors didn't try to 

work constructively together, and that complaining 

about conditions rather than really 

working at showmanship was the wrong approach. 

Willie Radcliff, Epsom Drive-In, who has 

offered use of land for a drag strip in Houston 

to the city, reports that if his offer is not 

accepted, he is prepared to build and operate 

such a strip for hotrodders himself. Truman 

Tarlton, representative of the National Hot 

Rod Ass'n with offices in Los Angeles, was 

guest speaker at the monthly meeting. He 

outlined plans for the building and operation 

of such a drag strip. 

John Price, Jefferson Amusement Co., who 

has been transferred to the King Center Twin 

Drive-In in Houston from Beaumont, has 

moved his family here. There is a new baby 

in that family, too . . . Karl Stroud, former 

manager at King Center, has already moved 

to San Antonio and gone into his new business 

venture of hearing aids. 

Vandalism Delays Project 

At Oklahoma Drive-In 

BROKEN ARROW, OKLA.—The Broken 

Arrow Drive-In opened for the season recently, 

after an extensive program of alterations 

and improvement which was severely 

hampered by repeated acts of vandalism. Mr. 

and Mrs. Ken James, owners, reported the 

theft of 25 car speakers, and the destruction 

of 200 feet of sound equipment wire and 

entrance chains. 

Resumes at Wessington, S. D. 

WESSINGTON, S. D.—Archie Davis has reopened 

the Scenic Theatre here. The house 

closed down during the winter months after 

an unequal struggle with bad roads and TV, 

but Davis plans a fuU season of programming 

at the indoor house. 

John Bromfield will play the male lead opposite 

Coleen Gray in "Frontier Gambler." 

BOXOFFICE

. . Members 

. . Vacationers 

. . Jimmy 

. . Warner 


for 




PLANNING mSTITUTE 



Gentlemen: 


to receive iniormation regularly, as released, on 

the following subjects for Theatre Planning: 

D Acoustics 

n Air Conditioning 

n Architectural Service 

n "Black" Lighting 

D Building Material 

D Carpets 

n Coin Machines 

n Complete Remodeling 

D Decorating 

n Lighting Fixtures 

n Plumbing Fixtures 

n Projectors 


n Seating 

n Signs and ?larquees 

Sound Equipment 

Television 

n Drink Dispensers D Theatre Fronts 

D Drive-In Equipment D Vending Equipment 

n Other Subjects.. 

Theatre 

Seating Capacity 

Address 

City 

State 

Signed 

OKLAHOMA CITY 

•Fhratre attendance dropped even lower 

during the week of April 22-29, due to the 

Soulhwe.st Amenoiui Exposition in Oklahoma 

City. The giant exposition, held at Oklahoma's 

stale fairgrounds, meanw'hile. had it.s 

own attendance problems, which boded no 

good for the proposed Oklahoma Semi-centeiinial 

celebration planned for next April. 

The exposition drew a total of 362,039 visitors 

during the week. Exposition officials had 

their sights set 700,000 visitors. Rainy 

on 

weather during much of the week was partly 

responsible for the smaller-than-expected 

turnout. The fabulous "Atoms for Peace" 

exhibit, on public dLsplay for the first time 

since its unveiling in Geneva, drew the biggest 

crowds. 

Dick Altschuler and E. C. Grainger from 

Republic's New York office visited the Oklahoma 

City office last week . Bros. 

District Manager Ed Williamson visited the 

local office . 

. . E. R. "Red" Slocum, director 

of United Theatre Owners of Oklahoma, is 

booking a ten-minute short subject to theatres 

in Oklahoma. Called "Design for 

Living," the picture was filmed in Eastman 

Color and concerns the General Motors 

Motorama. It is released by Jam Handy 

organization in New York and is available 

free to theatres. Slocum said he had been 

given authority to accept bookings from only 

75 tlieatres between May 1 and October 1. 

Next board meeting of UTOO will be held 

Monday (7) at 1:30 p.m. in the UTOO office 

. . . Irene Metzler, biller for MGM, was to 

marry Curtis J. Powers Satui'day i5) in the 

Fir-st Methodist Church at Custer City. She 

plans to continue working. 

. 

Gerald BuUard is closing the Star Theatre 

at Morris . and Jack Hull now are 

buyiJig and booking for Savoy Theatre at 

Prague . of the Columbia staff 

held a dinner party at Sleppy Hollow restaurant 

on Filmrow include 

Orpha Humphreys, Warner Bros, assistant 

cashier, who spent a week at home; Paula 

Davis of Columbia, who leaves May 18 to 

visit a friend in Virden, III., and Tina Wells, 

secretary at National Theatre Supply, who 

will vacation in California for two weeks 

beginning May 12 . . . 20th-Fox held a screening 

of "Hilda Crane" on April 23 and "The 

Revolt of Mamie Stover" on April 27. 

In town for the Taller & Cooper theatre 

admissions demonstration held recently by 

Oklahoma Theatre Supply were Harry Paul 

of RCA in Atlanta and Walter Gilreath, RCA 

Service representative in Dallas. 

Exhibitors in town included Jerry RoUier, 

Lamont: Hank Robb, Dallas; Alec Blue. 

J. Tulsa; G. Millirons, Snyder; Pred Hudson, 

Ardmore; Mrs. C. W. Duncan. Wetumka: Mr. 

and Mrs. Sam Ridgeway, Maysville; Fred 

Collier, Kiowa; J. R. Burns, Granite; Bill 

Jones, Sand Springs; Bernard McKenna, 

Norman; C. B. Anderson. Ardmore; Leonard 

White. Weatherford; H. D. Cox, Binger; Clint 

Applewhite, Carnegie; Truman EUerd, Blanchard. 

Postage-poid reply cords for your further convenience 

in obtaining information are provided in The MODERN 


each month. 

Signed for Kohlmar Production 

Amanda Randolph has been signed for a 

part in the Pred Kohlmar production, "Full 

of Life," to be released to Columbia Pictures.

Memphis 'Bears Down' 

On Sunday Tax Law 

MEMPHIS—The Memphis and Shelby 

County admhiistrations have announced that 

they will begin "bearing down" on theatre 

owners in an effort to collect a special assessment 

levied on Sunday motion picture 

performances. 

The assessment, based on the seating 

capacity of the theatre, ranges from $8.50 for 

small theatres to $75 for a large theatre per 

Sunday. It has been in effect since the late 

1930's when Sunday films became legal here. 

Mayor Orgill said the move to collect the 

assessment is aimed at bolstering sagging 

finances of the Memphis and Shelby County 

welfare department, which has been flooded 

with pleas for aid. The Sunday film money 

is paid to the welfare department in addition 

to regularly budgeted tax funds supplied by 

the city and county. 

Some theatres, officials said, are in arrears 

on the assessment and a better method of 



with a 

BRAND NEW 

SPOT TAG 







51750 

MDTIDDPlCTIIBESEIigiEECD. 

HANDY 

collecting the money is being sought. 

There is talk that the theatre owners may 

get together in an effort to have the assessment, 

which some feel is unfair, eliminated. 

lowans Spent $4,830,600 

For Shows Last Summer 

DES MOINES—lowans are still 

spending a 

substantial sum for motion picture entertainment, 

as indicated by latest state sales tax 

figures. Taking 50 cents as the average admission 

price for children and adults, the 

$4,830,600 spent for screen amusement last 

summer would have taken every man, woman 

and child in the state to at least three shows. 

The spending pattern disclosed by tax collections 

tends to upset the widely held belief 

that TV screens have hypnotized former 

theatre patrons into becoming homebodies. 

While motion picture receipts were a few per 

cent lower than in a comparative period of 

the preceding year, athletic events and other 

amusements made a corresponding gain. 

The tax commission's latest report tells 

about business during July, August and September 

1955. The figures show that, compared 

with the same three months of the 

year before, lowans spent $458,400 less for 

theatre tickets. During the summer of 1954, 

films were the big thing in Iowa's collective 

entertainment budget. People spent $5,289.- 

000 to see motion pictures and $4,281,300 for 

athletic events and other amusements. During 

the three summer months last year, 

lowans increased their spending for athletic 

events and other amusements to $6,297,360, 

cutting their theatre allowance to $4,830,600. 

The decline in theatre attendance occurred 

during a series of record heat waves. 

The smaller theatre attendance last summer 

followed a drop of about 3 per cent during 

the previous 12 months. 

Start Fund to Aid Theatre 

MALLARD, lO'WA—The Mallard 

Theatre, 

like the theatres in most of the towns near 

here, has felt the slump in attendance, and in 

order to keep it open members of the Mallard 

Commercial Club have established a fund. 

Luella Kress, manager of the theatre, has 

contributed one month's salary, and Wilson 

Brown, recent winner at Mallard Night of 

$100, has turned the amount back to help 

keep the theatre in operation. 

Esther Minciotti, character actress, will play 

comedy role in Columbia's "Full of Life." 

Southeast Exhibitors 

To Meet May 27-29 

ATLANTA—Plans are being laid for the 

joint annual convention of the Motion Picture 

Theatre Owners and Operators of 

Georgia, and the Alabama Theatres Ass'n 

at the Dinkier Plaza Hotel May 27, 28 and 29. 

J. H. Thompson, president of the Georgia 

group, and R. M. Kennedy, president of the 

Alabama association, expect a record attendance 

of exhibitors from Georgia, Alabama, 

Florida, North and South Carolina 

and Tennessee. 

Main theme of the convention will be 

"gold mining in your concession stand." 

Concessions will be covered in all phases. 

Model installations of candy bars and snack 

bars will be featured by equipment dealers, 

and there will be individual clinics and 

counseling for exhibitors. All phases of exhibition 

will be covered, with glamor and 

excitement provided in addition to the serious 

side of the convention. 

350-Car Airer Is Planned 

By Mid-Tenn. Amusement 

COWAN, TENN.—Mid-Tennessee Amusement 

Co., which operates a chain of theatres 

in this area, has announced plans to build a 

350-car drive-in theatre near Cowan. Ernest 

Martin, of Winchester, vice-president of the 

company, said his firm has purchased a 24- 

acre tract of land on Highway 41 -A. near 

the city limits, as the site for the amusement 

center. Martin said construction is expected 

to start in 

the near future and completion of 

the drive-in is anticipated later this spring. 

Mid-Tennessee Amusement now operates 

theatres at Winchester. Tullahoma. McMinnville, 

Sparta, Dayton, Smithville, Lawrenceburg 

and Dickson. Officers of the firm, in 

addition to Martin, are Mrs. R. T. Hill, Tullahoma, 

president, and James Cardwell, Sparta, 

secretary-treasurer.

: May 

'Rock' Patrons Cause 

Trouble for Police 

MINNEAPOLIS—For the second time in 

this tenitoiy "Rock Ai'ound the Clock" 

juvenile patrons got out of hand and made 

trouble for the police. 

Some of the youngsters attending the film 

at the suburban Hopkins marched out of the 

theatre and snake danced down Main street 

breaking a number of store windows. Police 

were needed to break up the goings-on. but 

in the meanwhile there was considerable 

property damage. 

When local authorities claimed the film's 

jive music provoked the wrong sort of reaction 

in the teenagers, the theatre management cut 

the attraction's run short, although it was 

still doing big business. 

The Hopkins incident followed on the heels 

of a riot in the Hollywood Theatre, La 

Crosse, Wis., when the picture was playing 

there. At that time the police had to be 

called, too, to restore order among the juvenile 

patrons. 

But "Hy" Chapman. Columbia manager, 

says these ai-e two isolated incidents and that 

the picture's numerous other engagements 

in the teiTitory have been without incident. 

Also, he points out, the film continues to be a 

big grosser. 

Paul Fine of Western 

Reports a Hectic Week! 

OMAHA—Paul Fine, owner of the Western 

Theatre Supply Co.. said last week he was 

beginning to get caught up after a hectic 

period in which he became a gi-andfather, 

and added greatly to his stock of equipment 

and parts. 

The Fines became grandparents of a baby 

girl, born to their daughter Michaeline (Mi-s. 

James McCain). 

Grandpa Paul's company has been taking 

on a big increase in machines and parts since 

the closing of the National Theatre Supply 

branch here. Fine said he was stocking Simplex 

equipment and repau- facilities. Western 

also has been carrying RCA, Century and 

Motiograph lines. National formerly handled 

Simplex. 

The Des Moines and Omaha branches of 

National have about cleared out stocks in the 

stores at those points. 

The 76th and Dodge Street Drive-In last 

week received wide publicity with the unveiling 

of its new Dyn-Arc 18-inch reflector. 

A number of outstate exhibitors and circuit 

leaders examined the installation. 

Estherville, Iowa, Airer 

Triples Screen Area 

ESTHERVILLE, IOWA—Remodeling ol 

The Chief Drive-In is nearing completion. 

The enlarged screen was first used last weekend 

and the finishing touches of remodeling 

are being added. 

The tower is 92x56 feet, with the screen 

having been enlarged from 44x22 to 92x40 feet, 

tripling the screen area. The screen is one 

of the largest in the state. 

In addition to the remodeling of the tower, 

playground equipment comprising four sets 

of swings, two merry-go-rounds, slides, teetertotters 

and picnic tables have been provided. 

W.C. Gehring to Headline 

Allied of Neb. Sessions 

OMAHA—The 1956 "Theatre Profit" convention 

of Allied Independent Theatre Owners 

of Iowa. Nebraska and Mid-Central, to 

be held Tuesday and Wednesday

: May 

Milwaukee Says Goodby to Lou Elman 

And Welcomes Successor at RKO 

MILWAUKEE—Lou Elman, RKO branch 

manager here for years, who has accepted a 

position in Los Angeles, was given a farewell 

luncheon by the Variety Club in the new 

Jewish Community Center. About 300 of 

Lou's associates in the industry gathered to 

wish him well on his new job. 

Elman started his career in the motion pictvu-e 

business back in 1923 as a salesman for 

the Associated Exhibitors in Des Moines. 

About a year later, he joined First National 

Pictures and remained until 1928, when he 

was offered the manager's slot with the old 

Pathe company, staying on after the merger 

with RKO. 

His next move was to Milwaukee, where 

he has been for the past 11 years. One of 

the kingpins of practically every drive in this 

area, Lou will long be remembered for being 

one of the first to offer his services wherever 

needed. His name was always on top of lists 

for Red Cross drives, Community campaigns, 

benefits. Variety Club activities, Brotherhood 

work and numerous other affairs. 

At the speaker's table, Jack Frackman, Sam 

Gorelick (Lou's district manager), Ben Marcus, 

Eddie Johnson, Joe Imhoff, Angelo Provinzano, 

"Moray" Anderson (his successor), 

John Schuyler and Ollie Trampe, chief 

barker, paid glowing tributes to the departing 

guest. 

To Rebuild Damaged Airer 

MAQUOKETA, IOWA—Plans for rebuilding 

a drive-in theatre near Moline which was 

heavily damaged by winds are being made by 

the owner, Walter E. Allen of Maquoketa. 

Known as the Corral, the theatre was a 

duplicate of' the 61 Drive-In near here. Winds 

blowing at 75 miles per hour reduced the 

screen tower to "kindling wood" pieces. 

Martha Hyer will star with Tony Curtis 

Universal's "Cory." 

in 

Obscene Films Shown 

In Ohio. Letter Charges 

COLUMBUS—Many pictures shown in Ohio 

since the end of state censorship have been 

obscene, declared Catherine Stattmiller of 

Columbus in a letter to the editor of the Columbus 

Dispatch. The writer disagreed with 

a statement that there have been no "iU effects" 

to Ohio theatregoers because of censorship's 

demise. 

"I do not think theatre owners in general 

are at all concerned with the harmful effects 

of any movie, but are more concerned with 

boxoffice receipts," said Miss Stattmiller. 

"This is not the first time that we have been 

exposed to this propaganda, that movies have 

no ill effects for the state's theatregoers." 

They speak, she continued, of House Bill 

712 as "a law with teeth in it, one that prevents 

obscene or illegal movies. Just what Is 

included under obscene? Webster's dictionary 

says . . . 'expressing or presenting to the 

mind or view something which delicacy, purity 

and decency forbids to be exposed—as obscene 

language or pictures.' 

"Many of the pictures which have come 

into Ohio during the past year certainly 

come in that category," she added. Miss 

Stattmiller did not list such pictirres. 

"Everyone knows the bulk of theatregoers 

are children of all ages. There they are, shut 

up in a darkened room with nothing to look 

at or distract their attention but what is 

flashed before them. Can anyone deny the 

impact of this on their minds and culture of 

children? 

"If we are to improve this culture of ours, 

let's work at it and not against it. Education, 

both spiritual and moral, is and should be 

everyone's patriotic duty and in particular 

those serving the public, namely theatre 

owners and producers." 

Allied of Wisconsin 

To Meet at Resort 

MILWAUKEE—The Schwartz Hotel on 

Elkhart Lake has been selected as the site 

of the annual convention of Allied Theatres 

of Wisconsin June 11-13. Angelo Provinzano, 

president, said the 1956 convention marks 

the first year that Wisconsin Allied has met 

at a lake resort. 

In addition to complete meeting facilities, 

the resort hotel offers unlimited opportunity 

for fun and relaxation for the members when 

business sessions are over for the day 

dancing, golf, tennis, night club entertainment, 

swimming, boating—everything necessary 

to permit members of the association to 

combine business with pleasure. 

The Schwartz Hotel is easily reached from 

all parts of the state—on Highways 141 and 

57 by car—convenient train schedules via 

Milwaukee Road streamliners. 

Provinzano urges Allied members to get 

their reservations in early to assure themselves 

of excellent accommodations. 

Canova, S. D„ House Has 

Support of Merchants 

CANOVA, S. D.—The Canova Theatre, 

which had been closed since early in January, 

has resumed its previous policy of showing 

Saturday and Sunday nights, with shows 

starting at 8 p.m. both evenings. Grade 

school admission prices remain at 15 cents, 

while high school and adult admissions have 

been increased slightly to bring them in line 

with admission prices in other towns of 

similar size in the area. The new student 

price is 30 cents, and adults 50 cents. 

During the past two months, the projection 

equipment at the theatre has been overhauled 

and improved, and a good many other 

improvements in the theatre are planned for 

the coming summer. The businessmen of 

Canova are cooperating in making it possible 

for the theatre to resume operation. Their 

advertising will appear on the theatre screen, 

in partial return for their financial support. 

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XXX Yellow Popcorn Per 100 lbs. 9.75 

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Popcorn Salt Per Case 2.95 

No. 400 Automatic Bottom Boxes, P/i oz Per 1000 10.75 

No. 300 Automatic Bottom Boxes, 2 oz Per 1000 11.75 

Large 25c Popcorn Boxes Per 1000 18.75 

1 lb. White Popcorn Sacks Per 1000 2.40 

1 lb. Brown Popcorn Sacks Per 1000 1.80 

Vt lb. Popcorn Sacks Per 1000 1.50 

Vz lb. Popcorn Sacks Per 1000 1.20 

VA lb. White Popcorn Sacks Per 1000 2.95 

1 lb. Printed Noiseless Sacks Per 1000 3.90 

% lb. Printed Noiseless Sacks Per 1000 3.50 

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Prices Subject to Change Without Notice 

DES MOINES THEATRE SUPPLY CO. 

1121-23 High St. Des Moines, iowo 

More Reliable Than First 

Robin. Says Gazette 

REDWOOD FALLS, MINN.—Described by 

the Redwood Falls Gazette as "a sign of 

spring which has proved more reliable than 

the first robin," the recent season-opening of 

the 71 Drive-In launched the theatre's eighth 

year of operation. One of the first small city 

outdoor theatres in Minnesota, it was first 

opened May 26, 1949. 

Operated by Redwood Falls Amusement 

Co., which also has the Falls and Redwood 

theatres, the drive-in is equipped for all widescreen 

projections, according to E. A. Johnson, 

president. Mrs. L. A. Cheney again will 

be in charge of the concession stand. 

Bill Ford to Cedar Rapids 

BLANDINS-VILLE, ILL.—Bill Ford has 

signed a contract with Tri-States Theatre 

Corp. of Cedar Rapids, Iowa, to manage the 

State Theatre in that city, effective May 1. 

This is one of two houses owned by the company 

in Cedar Rapids and seats 1,288 persons. 

Mi-s. Ford and daughter Judy, and Mrs. 

Bertha Hendricks will join him there at the 

end of the school term. 

74 BOXOFFICE 

: 

5, 1956

: May 

DES MOINES 

T loyd Hierstein and Jack Sesal, ciiivc-in 

theater 

manager, appeared at the city 

council meeting in Des Moines Monday morning 

to oppose daylight savings time in Des 

Moines. The council gave preliminary support 

to the bill by a 3-2 vote. Charles lies, 

council member and head of Film Transportation 

Co.. voted against the change, If finally 

accepted, the time change would be made 

May 20. 

Dorothy Pobst, UA booker and secretary, 

board at her home Fi'iday night . 

entertained members of the new WOMPI 

Housecleaning 

and redecorating are chief topics of 

conversation on Filnii-ow. Thelma Washburn. 

RKO office manager and head booker, is 

finishing a complete remodeling and redecorating 

job at her house and it sounds 

as if she has practically a new home. lola 

West was busy matching curtain and bedspread 

materials to go with a new paint 

job she had just finished! 

Karen Cathell, winner of the "A Miracle 

Can Happen to You" contest, sponsored by 

the Des Moines Theatre and Warner Bros, 

through the Don Bell program on Station 

KRNT-TV, has returned from Hollywood 

where she was flown for a three-day whirl. 

The contest was a tie-in with "Miracle 

in the Rain," which opened here May 3. 

Karen met Tab Hunter, Jane Wyman and 

Van Johnson, had luncheon with Natalie 

Wood in the Warner Bros, famed Green 

Room, met Art Linkletter during his television 

sliow, dined at the Cocoanut Grove, 

Moulin Rouge and Brown Derby and did a lot 

of sightseeing . . . Ivan Fuldauer issued invitations 

to a screening of MGM's "The Catered 

Affaii-," May 2 at the Des Moines Theatre. 

Drive-In Site Is Chosen 

VIROQUA, WIS.—C. V. Clark, local businessman, 

is preparing to build a 400 to 600- 

car drive-in theatre here. It is to be called 

the Midway Outdoor, being located about 

halfway between Viroqua and Westby. The 

is screen. 40x90 feet, believed to be the 

largest in this area. Other features will include 

a free Kiddieland and a concession 

building with two cafeteria style lines, each 

with its own entrance and exit. 

Start Wahpeton Airer 

WAHPETON. N. D.—Work will be started 

soon on this town's first drive-in, a 450-car 

situation, to be built by the Home Theatres 

circuit, which operates the local four-wall 

house. It is hoped to have the outdoor theatre 

in operation before summer's end. 

New Screen Is Being Built 

NELIGH. NEB.—Work Ls progressing at 

the Starlite Drive-In east of town on the 

new enlarged screen w^hich will permit the 

theatre to carry Cinemascope pictures. 

It Wasn't a Brush-Off. 

Just an Emergency 

Omaha—liermuii (luiild. who operates 

the Eighty-Fourth and Contpr Street 

Drive-In, spotted a friend in tlie advertising 

business u.sing the telephone in 

his coneessions building;. 

Herman hailed him, but the friend 

rushed out of the place like he had been 

caught stealing a lollypop. 

Herman was worried. He called his 

friend the next evening. No answer. 

Later that night he got a call from the 

friend. 

"Sorry I brushed you off," the friend 

said, "but we barely got away from your 

drive-in and to the hospital before my 

wife had a baby." 

Nate Sandler Ends Lease 

On Two Iowa Theatres 

DES MOINES—Nathan Sandler, head of 

Nathan Sandler Theatre Enterprises, has 

made several changes in his theatre setup. He 

has terminated the lease on the Valley Theatre 

in Missouri Valley, and, by advancing 

some funds, enabled the owner to remodel 

the building and open a retail establishment. 

The closing of the Valley comes after 25 years 

of operation by Sandler. The Rialto Theatre 

in Missoiu'i Valley will continue in operation, 

resuming a seven-day-week schedule instead 

of the four-day week of the last few months. 

Sandler also has terminated the lease on 

the Rex Theatre in Fairfield and the building 

has been sold to the congregation of the Calvary 

Baptist Chm-ch by owner Sam Tuttle. 

The Sandler corporation wîll continue operation 

of the Co-ed and the drive-in in Fairfield. 

Twin Cities Exhibitors 

Face Baseball Rivalry 

MINNEAPOLIS—Construction of a $5,000,- 

000 citizens' financed baseball park, seating 

30,000, has added another competitive 

factor to motion picture exhibition here. The 

new park, built with the hope that the Twin 

Cities eventually would land a major league 

team, now is the home park of the American 

Ass'n team. 

The drive to attract a major league club has 

received widespread publicity and increased 

interest in baseball. The advance sale for 

the season's opener exceeded 14.000. the 

largest ever recorded here. 

Nearly all games will be played at night. 

Remodeling at Donbury, Neb. 

DANBURY, NEB.—The theatre here recently 

closed dow^n for two weeks during 

which a major remodeling job will be undertaken. 

Better sound and seating are to be 

major projects in the remodeling. When the 

house opens again, it is planned to have two 

different showings every Saturday and Sunday. 

'Flannel' Scores 150 

Despite Cold Snap 

MINNEAPOLIS— "The Man Ui the Gray 

Flannel Suit" had Us own way at the boxoffice. 

Alone among newcomers, It was a 

standout. There was only a single holdover, 

"Diabolique," in its third week and still 

hitting a fast pace. Unseasonably cold weather 

didn't help the theatres. 

(Average U 100) 

Gopher—Tribute fo o Bad Man (MGM) 90 

Lyric—On the Threshold ot Space (20th-Fox); 

Crashing Los Vegas ( AA) 95 

Rodio City —The Mon in the Gray Flannel Suit 

(20th-Fox) 150 

RKO-Orpheum -Screnode (WB) 95 

RKO-Pan Wyoming Renegades (Col), Gun Thot 

Won the West split with Joe Macbeth (Col); 

Crooked Web (Col) 80 

State -Hildo Crane (20th-Fox) 85 

World— Diobolique (UMPO), 3rd wl< 1 25 

"Swan' Leads Omaha Runs 

With 105 Per Cent 

OMAHA—The Omaha went above 

average 

figures showing "The Swan," but achieved 

the mark through advanced prices. The State 

went below average as "I'll Cry Tomorrow" 

completed its fourth week. 

Admirol-Chief-A Day of Fury (U-l); The Milkman 

(U-l) 95 

Brandeis The Man With the Golden Arm (UA), 

4th wk 85 

Omaha The Swan (MGM) 105 

Orpheum Jubal (Col) 1 00 

State I'll Cry Tomorrow 95 

(MGM), 4th wk 

Chan Changes Hands Again 

CHANDLERVILLE, ILL.—The Chan Theatre, 

240-seater. was taken over April 23 by 

Wayne Atterberry, who purchased it from 

Mrs. Beulah Kohne and Mrs. Prances Shoe- 



with a 

BRAND NEW 

SPOT TAG 






. . . ends 


OUTRIGHT OND USE IT 

OVER AND OVER 

with a plug for your Snack Bor. 

S1750 

MDIi PlCTIIIE SEME El. 

Wis.—CHARLES J. BREWSTER, 1025 W. Wells St., Milwaukee, 

Wis.— Broadway 2-1917 

Minnesota—AVED THEATRE SERVICE, Minneapolis—Main 8963 

BOXOFFICE : 

5, 1956 75

. . 

. . Grants 

. . Sam 

. . The 

. . Irving 

: May 

MILWAUKEE 

n squad of seven policemen stationed 

throughout the Alhambra Theatre here 

for the opening of "Rock. Around the Clock" 

found their presence was unnecessary. No 

uprising among the juveniles developed. In 

his corner, Manager Bob Groenert had the 

pastor of the Methodist Church, who ran 

two rock and roll dances at the YMCA for 

1,000 of the younger generation, plus the 

of disk jockeys on radio stations 

efforts 

WEMP, WRIT, WMIL, WFOX and WOKY, 

with Groenert furnishing the platters and 

contests. Despite the low budget, he played 

to an abnormal gross. Here's what he spent 

for promotion: $8.20 entertaining the disk 

jockeys; $3.40 for a 40x60 lobby card; $19.50 

for signs in stores and YMCA branches. 

Groenert arranged a screening for the 

Reverend Fowler and 150 of his youthful 

guests. 

Robert Brill, Century Theatre manager, is 

really in solid with merchants along Upper 

Third Street. Apparently they follow his 

promotional efforts at the theatre quite 

closely, for on several occasions some of his 

ballyhoo stunts are duplicated by various 

stores nearby. Brill recently was elected a 

director of the merchant's association. Then, 

when it became known that Brill had been 

approached relative to managing a theatre In 

another neighborhood, the association told 

him in no uncertain terms that he was one 

of them, and that they'd appreciate it if he'd 

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"stay put!" "How can I leave a swell bunch 

of people like that?" asked Brill. Is it any 

wonder he gets 100 per cent cooperation in his 

promotions? 

Mr. and Mrs. Harold J. Fitzgerald (he's 

known as the dean of showmen in this areai 

attended the Brave's opener here. They sat 

in a lower box section . . . Miss Estelle Steinbach, 

who is managing director of the Strand 

Theatre, which soon will open "Oklahoma!" 

spoke at a recent dinner meeting of the 

Women's Advertising Club of which she is 

a member. She brought her listeners up to 

date on the Brace fund, which the club 

sponsors. The fund provides braces for crippled 

children in this area. 

There were about 800 persons, mostly children, 

attending the matinee at the Fox Bay 

theatre, when fire broke out in the projection 

room. Yet, Manager Bill Ruben 

cleared the house in less than eight minutes, 

cautioning the patrons to be calm and not 

to run as they went to the nearest exits . 

Al Meskis, Warner Theatre manager, received 

some unexpected assistance from two 

of his patrons, when a man jumped up suddenly, 

snatched a woman's purse, popped her 

one on the jaw and fled. Two other patrons 

seated nearby, jumped up as the woman 

screamed and sprinted out of the theatre in 

pursuit. The purse-snatcher threw the 

pocketbook away as he neared the bridge. On 

being caught, he said he needed the money 

to pay his tavern tabs. The heroes got some 

nice publicity and a couple of free 

passes. 

The metropolitan crime commission, meeting 

at the YMCA here last week, came up 

with four proposals to curb the showing of 

objectionable films: Alderman Fred Meyers 

urged that theatres be licensed in such a 

way that juveniles could be prohibited from 

entering when objectionable films are shown: 

that public funds be made available, so that 

advertisements could be run, to discredit both 

the pictures and the theatres showing them; 

that a bill be introduced in the next legislature 

to permit municipalities to set up commissions 

with power to proceed against "obscene or 

improper" publications or films; also that 

federal legislation be set up that would outlaw 

all interstate transportation of this sort. 

The Hollywood Theatre at 3832 N. Green 

Bay Rd. has been leased to the Sher-Schulman 

Ai-t Theatres, Inc., of Cleveland, and 

will be opened next month, according to 

Bernard Sherman, owner of the building. 

It will feature artistic and foreign films. 

Sherman said that plans call for the expenditure 

of some $30,000 to remodel the 

house along the lines of the Esquire Theatre 

in Chicago, with fm-ther details to be made 

public later. The firm operates a chain of 

prestige theatres in the middle west, including 

Cleveland, Detroit and Denver. 

Watch things pop at the Fox Wisconsin. 

Milt Harmon is back as manager. Other 

changes include Jerry Biersch handling both 

the Park and Fix theatres at Waukesha; 

Leonard Belleau, from assistant manager 

Alhambra, to manager at the Milwaukee, and 

the return of Walter Riek as treasurer at 

the Warner under Al Meskis. 

. . . Fox's Strand, managed by 

Robert H. Spannbauer has been appointed 

manager of the Lake Pai-k Drive-In at Fond 

du Lac 

Estelle Steinbach, reopened May 4 with 

"Oklahoma!" in Todd-AO. The indefinite 

run will be at advanced prices . . Wayne 

. 

Heiskanen of Milwaukee has taken over management 

of the Kewaskum in Kewaskum. 

The theatre had been operated temporarily 

by a group of local businessmen. 

The Eh-oy in Eb-oy has installed a bargain 

rate for early comers on Saturday and Sunday 

. Management has closed the 

Lyric, Stevens Point, temporarily owing to 

projectionist demand for two men in the 

booth . . . Bill Foley, RKO salesman for several 

years, has resigned . Bluemound, 

Milwaukee's oldest drive-in, will install caiheaters 

during the summer to be ready for the 

fall and winter season, according to Bob 

Gross, district manager for Smith Management 

Co. Dick Grede is the manager. 

Pete Doctor has taken over operation of the 

Violet from Albert Schoenleber. Doctor will 

show films only on the weekends . . . Mrs. 

Irene Zeni, owner of the Norway in Norway, 

Mich.; Eric Brown, Plymouth Theatres. 

Plymouth, and Red Ei'icksen of the Loyal in 

Loyal were here on booking trips . . . John 

Vallin of United Artists' home office visited 

Joe Imhoff, local United Artists manager. 

Karl Kelley, formerly manager of the Tower 

and recently salesman for Nashua Package 

Sealing, Nashua, N. H., has accepted a position 

with Cadillac Motor Sales, Phoenix, Ariz. 

A farewell party was given for Karl on 

Monday (23) at Purple Heart Hall by his 

Filrm-ow friends ... In a change effective 

May 1, Lucille Fowler took over management 

of the Badger in Men-ill. The theatre was 

operated previously by Theatre Service Co. 

Dean Fitzgerald of Capitol Service presented 

a live production of "Pajama Game" 

at the Orpheum in Madison . . . The Riverside 

here joined the ranks of theatres staging 

the rock and roll revue . Werthammer, 

manager for Paramount, is leaving 

the local exchange early this month. He will 

be replaced by Ward Pennington of San 

Did you know that Mickey 

Francisco . . . 

Mirisch, daughter of Harold Mirisch, formerly 

of Milwaukee, is in the publicity department 

of Allied Artists, Hollywood, of 

which Harold is a director? 

Charles Herbst Jr., a well-known theatre 

service engineer, died Tuesday (24), He was 

a field engineer for RCA until four years ago, 

when he established his own theatre engineering 

service here . Chernoff, representative 

of the IFE Chicago office, called 

on local exhibitors. 

Milwaukee Commission 

'Arm' Ban Still in Force 

MILWAUKEE—A letter from Val WelLs, 

executive secretary of the Milwaukee Motion 

Picture Commission, informs that the commission 

has not changed its recommendations 

for a deletion in "The Man With the Golden 

Arm." In addition, the Milwaukee Police Department 

has recommended that the picture 

in its entirety be barred from Milwaukee 

exhibition, according to Wells. 

An item in the Milwaukee column in BOX- 

OFFICE, April 14 issue, apparently was in 

error in stating. "The Mayor's Motion Picture 

Commission has finally given consent to the 

showing of United Artists' 'Man With the 

Golden Arm." which has been booked at the 

Fox Wisconsin Palace." 

BOXOFFICE : 

5. 1956

: May 

. . Paul 

. . Co-Ops 

Harry Johnson Jr. Buys 

At Paynesville, Minn. 

PAYNESVILLE, MINN. Hany Jolmson Jr. 

of Pierre, S. D.. ha.s purchased the Koronis 

Theatre here from A. E. Eliasen who has 

owned and operated the house since January 

17, 1937. Mr. and Mrs. Johnson took possession 

on April 29, announcing they will continue 

the theatre's accustomed pohcy. Johnson 

has owned three theatres in southern 

Minnesota. Both Mr. and Mrs. Johnson were 

born and raised in Benson. 

Eliasen purchased the Rialto Theatre from 

Edwin F. Behrndt 19 years ago, changing its 

name to the Koronis. The Eliasen family will 

remain in Paynesville for the time being 

while they make plans for the future. 

Alliance Theatre Has New 

Seating. Wider Rows 

ALLIANCE, NEB.—Installation of new seating 

at the Alliance Theatre has been completed, 

and now the theatre claims the distinction 

of being the only one in Nebraska 

with a majority of loge-type seating. Manager 

Sid Page said the new seats mean more comfort 

and more space for patrons. The rows are 

spaced 36 inches apart compared with 30 inches 

between the former rows. The theatre now has 

only 757 seats where it had 900 before. 

Page said the seats were installed at a 

cost of $22,000 by Fox Intermountain Theatre 

Co., which owns the theatre, and were bought 

from the American Seating Co. of Grand 

Rapids. Mich. 

Bridgewater House Sold 

BRIDGEWATER, S. D. — Mr. and Mrs. 

Peter J. Schmidt of White Lake have taken 

over the operation of the Home Theatre 

here, purchasing it from Mr. and Mrs. J. M. 

Robinson. The new owners plan to carry 

on with the present program of two shows 

a week. The Robinsons only recently took 

over the management of the house from M. L. 

Marshall and installed a widescreen and 

made other improvements. 

Tom Ryan to Albia 

ALBIA, IOWA—Tom Ryan of Cairo, Neb., 

has been named manager of the King and 

Drlve-In theatres here. Ryan sold the theatre 

he operated in Cairo. He will succeed Robert 

Morton, who has been transferred to Fremont, 

Neb., where he will continue his association 

with the Central States Theatre Corp. While 

here, Morton supervised the construction of 

the local drive-in. 

Show for Mental Health 

DAVENPORT, IOWA—A benefit showing of 

"The Prisoner" added approximately $500 to 

the treasury of the Scott County Ass'n for 

Mental Health. Held at the Coronet Theatre, 

the showing was sponsored by the association 

which obtained $1.50 contribution for tickets. 

OMAHA 

Diehard Johnson's drive-in at Red Oak, 

Iowa, came near being "bombed" by a 

B-47 jet plane from the Lincoln Air Force 

The bomber was flying over town when 

base. 

one of its jet engines came loose. It landed 

about 200 feet from the drive-in tower. A 

security force was thrown around the area 

immediately and the engine was loaded for 

shipment to Lincoln. The plane landed 

safely at its base. 

. 

. . . 

Frank Hollingsworth, owner of the Holly 

Theatre at Beatrice, is in Clarkson Hospital 

here for an operation. His son-in-law, 

Leonard Glein, is running the theatre. Hollingsworth 

had been under the weather for 

some time . . Elmer Haser, who has the 

Papio Theatre at Papillion, is improving at 

Methodist Hospital Shirley Fetter, 

Warner staffer, and Joe Lipichok were married 

last week at Holy Cross Catholic Church 

and left after the reception on a western 

trip . . . Bob Hirz, Warner salesman, said his 

daughter is about recovered from a severe 

case of measles. Bob is unofficial weatherman 

for his neighborhood at Plattsmouth. He has 

an official government rain gauge and he 

had cheering news to give out last week 

1.05 inches of precipitation. 

Tony Goodman, Warner office manager, 

and Bob Astleford, champion Omaha publinks 

golfer, appeared in a television exhibition at 

a driving range last week . were 

virtually set as champions of the Filmrow 

Bowling League, with a 6 'l- -game lead and 

three games left on the schedule. Film Transports, 

Warner Shorts and Republic were in 

a ding-dong fight for the runner-up spot. 

Walt Hagedome, Cozad exhibitor; Rich 

Wilson, MGM salesman, and Vic Pautz, who 

runs a fishing resort at Midway Lake near 

Cozad, furnished material for a World-Herald 

story on the fine angling facilities in that 

area . Bach, Buena Vista representative 

this territory, said an intensive 

in 

poster campaign will start in May through the 

Omaha and Des Moines office for such July 

releases as "The Great Locomotive Chase," 

"Davy Crockett and the River Pirates" and 

"The Man in Space." 

Jack Renfro of Theatre Booking Service 

was still away from the office after an 

operation . . . Mrs. Oliver Patrick, wife of 

the United Artists salesman, is recuperating 

after an opei'atlon In Des Moines . . . Bill 

Barker. Co-Op Booking Service, will compete 

in the bowling tournament at Mason City, 

Iowa, May 12. 13. 

Wall Lake CofC Assumes 

Operation of Theatre 

WALL LAKE, IOWA—The Wall Lake 

Chamber of Commerce has taken over the 

Rio Theatre here in an effort to keep a yeararound 

entertainment spot open. In commenting 

on the move of the Chamber, Marcus 

Neppi, president, said: 

"The Chamber is reluctant to go into any 

business, but we feel that a theatre is an 

important entertainment spot in any town 

and every effort should be made to keep it 

open." He added that the Chamber is not 

asking for a hand-out or subsidy from local 

residents, merely for steady patronage. In 

return, the Chamber pledged to offer only 

the highest type pictures the budget will allow. 

Post Theatre for Truax Field 

MADISON—A post theatre has been completed 

for the 372nd Fighter Group at Truax 

Field, Air Force base near here, according 

to 2nd Lt. Herbert L. Marcus, personal service 

officer. Features and shorts are shown 

six days a week. Admission is adults, 25 cents; 

children, 18 cents. The new wooden frame 

theatre seats 330. 

HANDY SUBSCRIPTION 

Advertising Method 

PROGRAMS 

FREE! Sample Kit! FREE! 

Theatrical Advertising Co. 

2310 CASS AVE. DETROIT 1, MICH. 

Phone: Woodward 1-2158 

Theatres Re^vard Youngsters 

FORT DODGE, IOWA—Children who 

helped in a recent park clean-up here were 

entertained by the Strand and Rialto theatres 

at free movies Saturday morning. 

Ann Harding will share the toplines with 

Jack Mahoney and Leigh Snowden in Universal's 

"I've Been Here Before." 

BOXOFFICE : 

5. 1956


for 


#1

; May 

Editor Praising Films 

Rewarded by Showman 

Tulsa — When Jenkins Lloyd Jones 

signed an editorial in the Tulsa Tribune 

panning the Academy Award telecast, but 

proclaiming, in detail, that. "Yes. sir, 

movies really are better than ever." Max 

Hoffman, of the I'ptown Theatre decided 

the editor merited an award himself. 

Hoffman sent over a third-bushel size 

sack of hot popcorn, bearing a card 

reading: 

"A vote for Mr. Jenkins Lloyd Jones. 

Yes. sir! Those were sweet, sweet words. 

Mr. Jenkins Lloyd Jones, and every time 

you say that Movies Are Better Than 

Ever, you'll get my vote—plus a king-size 

bag of popcorn. Enjoy this corn. We say 

it's the best in all Tulsa county." 

Independent Film Starts 

Prize Giveaway Plan 

NnNNEAPOUS—Following the lead of 

chain .stores here. Don Swarfs Independent 

Film Exchange is instituting a giveaway plan. 

For every one of its pictures dated dm-ing the 

period from June thj-ough July, the exhibitor 

will receive a chance on prize di-a\vings. 

The prizes will comprise $300 in valuable 

merchandise. Exhibitors having the lucky 

numbers thai are drawn will receive the 

prizes. Independent distributes a considerable 

number of independently produced pictures 

and reissues in this and the Milwaukee territory. 

F&M Plans Art Theatre 

GRANITE CITY. ILL.—Fanchon & Marco 

is planning to reopen the 750-seat City Theatre 

as an art house. The circuit also operates 

the 1,199-seat Washington Theatre here. 

Remodel Bagley Theatre 

BAGLEY, IOWA—The Bagley Legion Theatre 

has had a complete remodeling, including 

installation of new projectors. To introduce 

the new equipment, a free show was 

held on April 18. 

Gilbert Rathman Honored 

MARION, IOWA—Bargain day was held 

here recently in celebration of the 15th anniversary 

of Gilbert Rathman's entrance into 

business. Rathman is manager of the Marion 

Theatre. 

Free Show at Marion, HI. 

MARION, ILL.—Stewart Cluster of Johnston 

City reopened his Marion Drive-In here 

with a free show. 

Alliance-Astral Unite 

Distribution Work 

MONTREALr—A joint announcement by 

J. L. Smith, president of Alliance Films; I. H. 

Allen, president of Astral Films, and Jerry H. 

Solway. secretary-treasurer of Astral, announced 

the two Canadian companies have 

merged their distribution operations. Each 

company will retain its identity and will 

continue to handle its existing franchises. 

Additionally, a new company, the name of 

which will be announced soon, is being 

formed under joint ownership of Smith and 

Allen. All future franchises and new product 

will be acquired under the name of the new 

company. The announcement said personnel 

in the branches across Canada will remain 

about unchanged. At Montreal. Ted Atkijison 

will remain in charge. 

Employment. Theatre Seat 

Service Set Up by UTOO 

OKLAHOMA CITY — United Theatre 

Owners of Oklahoma has established two 

new services for its members—an employment 

and theatre seat service. 

E. R. "Red" Slocum. UTOO executive director, 

explained the employment service 

consists of maintaining a list of projectionists, 

theatre managers, etc., available for employment. 

Slocum said anyone wanting to file 

an application with UTOO can write or call 

him and the application information would 

be turned over to any theatre owner having 

an opening. 

Admits Airer Holdup 

Slocum added that any member of UTOO 

ALGONA. IOWA—Carl Dean Clymer. 26- 

with extra or used theatre seats who wants to 

year-old Fort Dodge man who has admitted sell them can simply supply UTOO with 

information regarding number, type, condition, 

participating in an armed holdup at the 

Starlight Drive-In here a week ago. attempted 

etc., of seats. UTOO will then turn 

information over to persons interested 

eating pieces of 

suicide at the county jail by this 

in buying and selling theatre seats. 

Clymer's 

a coffee cup he broke. It was 

second attempt at suicide. He took an overdose 

of sleeping pills in December after 

another arrest. He failed to harm himself 

in hi.s attempts. 

"The Chasanow- Story." a 20th-Fox film, is 

now titled "Three Brave Men." 

BOXOFFICE : 

Sher-Schulman Art Chain 

Buys Milwaukee Theatre 

MILWAUKEE—Edward Schulman of Sher- 

Schulman Art Theatres has piu-chased the 

Hollywood Theatre from Bernard Sherman 

and will invest $30,000 in converting it into a 

prestige house along lines of the Esquire 

Theatre in Chicago. Schulman plans to reopen 

the Hollywood the latter part of this 

month. 

Sher-Schulman Art Theatres operate 12 

units in the Midwest, including theatres in 

Cleveland. Detroit and Denver. 

Relights Iowa Theatre 

MOVILLE, IOWA—Frank Scott has announced 

reopening of the Gem Theatre as 

of April 27. He expects to run two changes 

of shows each week. 

To Sun at Beaver City 

BEAVER CITY. NEB,—Mai'ty Kinsman has 

taken over the Sun Theatre here. The previous 

operator was Ben Thorn. 

Theatre Equipment Auction 

TITONKA. IOWA—Fred Thacker has put 

his theatre equipment and fixtures up for 

sale at a public auction. 

WAYS TO GUARD 

YOUR HEART 

AVOID SELF-DIAGNOSIS 

In case of doubt see your doctor. 

2. AVOID WORRY 

Worrying cures or prevents 

nothing. 

3. AVOID OVER-FATIGUE 

When you rest or sleep, your 

heart's work load is lightened. 

4. AVOID OVER-EXERTION 

Exercise in moderation, particularly 

if over 40. 

5. AVOID OVER-WEIGHT 

Excess weight loads extra work 

on your heart. 

^ 

6. SUPPORT YOUR HEART FUND 

Your contribution advances the 

nation-wide fight against the 

heart diseases through research, 

education and community heart 

programs. 

This Space Contributed by 

BOXOFFICE 

5. 1956 79

: May 

CONGRATULATIONS on Your 15th Anniversary 

May 1st marked the Fifteenth Anniversary of the introduction 

of the Series E Savings Bonds. In a deeper 

sense it was ijoiir anniversary, because you, in 1941, 

helped to initiate and build a thrift movement new to 

America—The Payroll Savings Plan for the purchase of 

Series E Bonds. 

and women 

In the intervening years millions of mi .1 

have invested billions of dollars in Series E Bonds 

through the Payroll Savings Plan. 

Today, forty million Americans hold Series E and 

Series H Bonds ( the H Bond was introduced in 1952 

with a cash value of more than $40 billion— a reservoir 

of future purchasing power. In addition. Savings Bonds 

have paid for college educations, new homes, retirements 

and other family needs. 

To the executives of more than 40,000 companies that 

have the Payroll Savings Plan . . . the 8,000,000 employed 

men and women who invest $160 million per 

month in Series E Bonds . . . the publishers of 500 business 

papers and the managements of radio, television 

and other media who give freely of their space . . . the 

Ad\ertising Council . . . the advertising agencies who 

contribute their skills ... to all of you who have had a 

part in the success of the Payroll Savings Plan, the 

United States Treasury offers its heartfelt thanks. 

CV^t:î^2«-..«^^^ti^ 

dfc/e^ff/y ('/' //t(./7vîe>/ 

BOXOFFICE 

BOXOFFICE 

: 

5, 1956

: May 

Cleveland Film Club 

Observes 40lh Year 

CLEVELAND — The Cleveland Cinema 

Club, said to be the oldest women's club in 

the country, organized in 1916 "to study the 

art of the motion picture and its educational 

and moral effect and to promote a better 

understanding of its problems." celebrated 

its 40th anniversary at a membership luncheon 

Wednesday (25i in the Higbee Grill. Mrs. 

Sally Swisher, president, welcomed the members 

and presided at the meeting which followed 

the luncheon. 

The two speakers represented the past and 

present history of the motion picture industry. 

Bertelle Lyttle. one of the club's foimders. 

looked back to the club's beginnings and gave 

a list of its accomplishments. Victor Johnson, 

projectionist at the Allen Theatre and husband 

of one of the Cinema Club members, 

explained Cinemascope 55. 

"So far as I can learn from the records," 

Miss Lyttle said, "We coined the now wellknown 

phrase, 'better films.' By 'better films' 

we emphasized the support of worthwhile 

films, using manners and morals as our yardstick. 

We still maintain that standard of 

selection; namely, objecting to pictures that 

overemphasize bad manners and bad morals. 

We never believed in precensorship. Rather 

we believed in educating the public to make 

better selections of film fare. 

"Another one of our fii'sts was to recognize 

motion pictures as a new American art. In 

that we had excellent cooperation from the 

Cleveland Art Museum, the Cleveland public 

library and the club editors of the Plain 

Dealer. In fact, through our persistent efforts 

the Cleveland Art Museum became one 

of the first such institutions to accept motion 

pictures as art and to help in its development 

by gallery displays and showing selected pictures 

in its auditorium. 

"Also we were among the first groups in 

the country to campaign for an organized 

film delivery service. We saw theatre managers 

carrying cans of films from the exchanges 

to the theatres and back again and 

it was our feeling this was not the way to do 

the job. Now film delivery service is standard 

procedure. 

"We inaugurated the special, selected children's 

programs and organized junior councils 

in high schools to teach young people 

appreciation of the many arts used in the 

production of a motion picture. They learn 

to listen to the music critically, to watch the 

projection, to concentrate on the acting and 

the direction. In other words, we aim to 

better the taste of young folks so that the demand 

for better pictures will grow. 

"Today." Miss Lyttle continued, "We not 

only follow the same principles but we also 

maintain an evaluation service in the Cleveland 

Public Library. All any parent has to 

do to learn whether a particular picture Ls 

suitable for children is to call the library. 

Every film is classified as adult, family or 

for children." This has been Miss Lyttle's 

personal project the last several years. 

Train to Cinerama 

AKRON, OHIO — Holiday House Travel 

Bureau sponsored a theatre train Sunday 

(291 to take Akronites to Pittsburgh to see 

"Seven Wonders of the World" in Cinerama. 

The train left at 1 p.m. and returned at 11 

p. m., giving patrons a chance for a leisurely 

dinner and rest before returning to Akron. 

'Swan' Tops Cleveland 

With Disappointing 115 

CLEVELAND—Bad weather and long holdovers 

combined to discourage enthusiastic 

theatre attendance except for "The Swan" 

where interest centered on Grace Kelly. The 

picture, on the basis of its first week's business, 

was held a second week at the State. 

"On the Threshold of Space" had a good weekend 

at the Palace and held up fairly well 

for the rest of the one week run. After four 

weeks, "The Man in the Gray Flannel Suit" 

bowed out of the Hippodrome. Steady interest 

in the picture throughout its run was the 

predominant feature of the engagement. 

"Serenade" was held nine days at the Allen 

and did consistently average business. 

(Averoge Is 100) 

(WB), nine days Allen—Serenode 100 

Hippodrome The Man in the Gray Flannel Suit 

(20th-Fox), 4th wk 75 

Ohio—The LiMlest Outlaw (BV), 2nd holdover wk. 75 

Palace—On the Threshold of Spoce (20th-Fox) . .110 

State The Swan (MGM) 115 

Stillman Alexander the Great (UA), 4th holdover 

wk 90 

'Picnic' in 7th Week, Still 

Tops Detroit First Runs 

DETROIT—Adverse weather conditions and 

general public cautiousness about spending 

resulted in a slight slump the past week. 

"Picnic" continued to lead standard screenfare 

at the first runs. 

Adams I'll Cry Tomorrow (MGM), 7th wk 100 

Broadway-Capitol Unconquered (Para); The 

85 

Deadliest Sin (AA) 

Fox—Carmen Jones (20th-Fox); Pickup on South 

Street (20th-Fox), reissues 70 

Madison— Picnic (Col), 7th wk 1 20 

Michigan The Swan (MGM) 110 

Palms Jubal (Col); Stranger at My Door (Rep), 

2nd wk 110 

United Artists Oklahoma! (Magno), 9th wk 190 

'Swan' Cincinnati Debut 

Scores 150 Per Cent 

CINCINNATI—First runs stayed near the 

average mark for the most part here, with 

the opening of "The Swan" at the Albee 

pacing them at 150 per cent. "The Man in 

the Gray Flannel Suit" scored 125 per cent in 

its second week at Keiths, down considerably 

from its opening week score of 190. 

Albee—The Swan (MGM) 1 50 

Grand— Boeklash (U-l); Red Sundown (U-l) 100 

Keiths The Man in the Gray Flannel Suit (20th- 

Fox), 2nd wk 125 

Poloce The Man 100 

Who Never Wos (20th-Fox) 

Detroit Backroom Activity 

To National Film Service 

DETROIT — National Film Service has 

taken over operation of inspection and other 

backroom activity for Allied Film Exchange, 

Manager Edward F. McCauley announced. 

This eliminates the last independent backroom 

operation in the Motor City, with all 

being serviced by National. This firm employs 

ten women and three men. 

Rename Peter lodice 

DETROIT—Peter J. lodice of Amusement 

Booking Service has been re-elected president 

of the Michigan Theatrical Booking 

Agents Ass'n. Others are: vice-president. Val 

Campbell, Campbell Agency: secretary. William 

O'Halloran, Delbridge & O'Halloran 

Agency, and treasurer, AI Rice, Max Gall 

office. 

Billy Clifford Is Manager 

HILLSBORO. OHIO—Billy Clifford of Harrodsburg, 

Ky.. has been named manager of 

the Colony Theatre. 

Nat Lefton Services 

Held in Cleveland 

CLEVELAND— Funeral servicers were held 

here Friday f27) for Nat L. Lefton. 62, who 

had a 30-year service record in the Industry 

prior to his retirement about ten years ago. 

Lefton died in the Sarasota Memorial Hospital, 

Sarasota, Pla., where he was taken 

from his winter home in Nokomis, Fla, He 

had been in ill health for about two years. 

With him in Florida were his wife Emily, 

his daughter, Mrs. Natalie Perlmutter. and 

two sons Benton and Gilbert, Here for the 

services was his brother Lew from Dallas, 

Tex. 

Lefton was born in London, England, and 

came to this country as a youth, starting his 

career in the film industry as a film salesman 

in the Cleveland and Cincinnati territories. 

He sold a three-reeler called "Streets 

of New York," which had an added onereeler 

showing .scenes of New York. Lefton 

sold this program throughout Ohio. Kentucky, 

West Virginia and Michigan as a roadshow. 

He carried with him a big canvas exploitation 

theatre front and he sold the theatre 

not only the picture but also this elaborate 

front. 

When the Warner brothers of Youngstown. 

Jack, Sam, Harry and Albert, went into the 

distribution and production business in a big 

way, Nat joined them as a salesman, first 

in Cleveland then in Cincinnati. 'When the 

Warners opened a branch office in Charleston, 

W. Va., Nat became its manager. In addition 

to being manager, he also was salesman, 

booker and shipper. Nat Charnas at 

that time managed the Cincinnati branch. 

Pat Powers later took over the Warner 

exchanges and renamed them the United 

Film Service, and Lefton went along with 

Powers and was appointed manager of the 

branch in Cincinnati, 

Harry Charnas, a brother-in-law of the 

Warner brothers, formed the Standard Film 

Service Co. to distribute independent films. 

both features and shorts, in all of Ohio with 

offices in both Cleveland and Cincinnati. Lefton 

became a partner in the organization and 

stayed with it until it went out of business. 

Other partners were Jesse Fishman and Lou 

Greenstein. Following the same pattern of 

distribution Lefton formed Monogram Pictures 

of Ohio. He headed the Monogram of 

Ohio exchanges for seven years until 1935 

when Republic was formed and he became 

the Cleveland and Cincinnati franchise owner 

of that company. 

In December 1941 Lefton sold the Republic 

franchise to the parent company and for 

16 months he tasted a period of leisure. But 

he did not enjoy it then and when Robert 

Young bought PRC, Lefton was drafted to 

return to active participation in the industry. 

He bought the Cleveland and Cincinnati franchises, 

later becoming the company's district 

manager covering the Cleveland, Cincinnati, 

Detroit and Pittsburgh branches. For 

several years he assumed this responsibility, 

and then decided to call It a day. He never 

again became active In the industry. 

Lawrence J. Kunz Dies 

CLEVELAND—Lawrence J. Kunz. American 

Seating Co, salesman here, died unexpectedly 

Monday. He is survived by his wife Mildred, 

a son Larry, a daughter Marilyn, his mother 

and a sister. 

BOXOFFICE : 

5, 1956 

81

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YOUNGSTOWN, OHIO — Burglars hit 

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DETROIT 

pill Green, regional director of advertising 

for Cinerama, left for St. Louis and the 

premiere of "Seven Wonders of the World" 

. . . Mrs. N. Conner Gunn, retiring president 

of the Greater Detroit Motion Picture Council, 

was also a St. Louis visitor, attending the 

second conference of the Federation of Film 

Councils. The first was held in Detroit a 

year ago under the presidency of Mrs. Max 

Williams . 

Glen W. Beach is reopening 

the Glen-Arah Theatre at White Cloud, 

which was operated by her late husband. 

Booking will be handled by Clive Waxman 

of Independent Exhibitors Theatre Service. 

Lester and Warren MUIard, who have just 

reopened the Star at Gladwin, are reopening 

the Budd at Harrison, with booking and buying 

handled by Floyd Chrysler . 

Taylor 

is reopening the Temple at Petoskey, formerly 

operated by John and Henry Galster 

Chief, northernmost theatre in the 

Lower Peninsula, at Mackinaw City, operated 

by Perry Yeager and Lloyd Daesy, is being 

reopened for the summer. 

Harvey C. Trombley, Columbia head booker, 

is back on the job aft«r minor throat surgery 

. 

Lefko, RKO executive, was 

a local visitor . . . Irwin Lovett, RKO booker, 

and his wife, planed to Miami for a two-week 

vacation. 

Morris Pommerville has taken over the Au 

Gres Theatre at Au Gres, formerly operated 

by Robert Cox, and is reopening the house 

Boasberg, Paramount executive, 

was a visitor . . . Jerry Smith is now in the 

booth at the Franklin, succeeding Wayne 

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Roberts . . . Frank Shannon, who was at the 

Aloma until it closed, is now operator at the 

Coronet, art house . . . Samuel J. Comella, 

former Theatrical Post commander, has 

shifted from the Van Dyke to the Loop, succeeding 

Mortimer Fox. 

John Lasko, operator at the Fine Arts, is 

looking forward to his vacation in August, 

when he plans to visit Kansas City for the 

big lATSE convention . . . Roger Ellul, son 

of owner Joseph Ellul, who now lives at 

Hollywood, Fla., is managing the Empress for 

his dad. Former Manager Joe Hammond is 

now with a theatre in Boston. George and 

Tony Ellul, brothers of Joseph, are readying 

the Garden Theatre, recently operated as a 

church, for reopening as a theatre with a 

stage show policy. 

Joe Thomas, manager of the World, downtown 

art house, has a variety of good background 

experience, including management of 

theatres in Ontario and working in the booth 

at the Coronet, east side art house . . . Betty 

Bryden, veteran local booker, has moved from 

the Fox Theatre building to 19200 Schoolcraft 

avenue, retaining her affiliation with 

the Delbridge and Gorrell office. 

Jerry Carroll, 20th-Fox traveling auditor, 

is in town . . . Beverly Waldman is the new 

switchboard operator at 20th-Fox, while 

Florence Markiewicz is the new secretary 

to Manager Joe Lee, succeeding Sharon Meisel. 

who leaves to add to her family . . . 

Muriel Caldwell, formerly of Allied Films, has 

joined the Local 199 office staff . . . Roy 

Light is temporarily at the Fisher booth . . . 

Clive Waxman had a surprise visit from his 

sister from Australia after some 20 years. 

Larry Keiden of Monroe has disposed of his 

interest in the Gayety Theatre . Korman 

has closed the Apollo for remodeling . 

Tom Allen is due to return home for recuperation 

following an ulcer operation . . . 

Milton Jacobson, owner of the Stone Theatre, 

and Mrs. Jacobson have returned from a vacation 

trip to Florida and Cincinnati, reports 

house manager Roberta Lee. 

Two Theatres Remodeled 

For Commercial Use 

DETROIT—Two more theatres have been 

converted to nontheatrical uses, reversing the 

trend of the Garden, recently a church, 

which is becoming a theatre again. 

The Sheridan, east side house owned for 

years by R. C Taylor and operated by Thomas 

C. Moule and David Newman, and for a time 

by Saul Korman, has been converted into a 

church. The Wayne Theatre in the suburb 

Wayne, operated by Walter Shafer, whose 

of 

family now operates the Wayne Amusement 

Co., has been rebuUt into a music store. 

Greater Detroit MP Group 

Elects Mrs. N. C. Gunn 

DETROIT — Mrs. N. Conner Gunn was 

elected president of the Greater Detroit Motion 

Picture Council to succeed Mrs. Francis 

B. Van Deusen. Other new officers are Mrs. 

Harry T. Jarvis, first vice-president; Mrs. 

Lester Miller, second vice-president; Mrs. 

Frank C. Riess, recording secretary; Mrs. 

Earl Seielstad. corresponding secretary; Mrs. 

Herbert O. Schwarz, treasurer. 

The new officers will be installed at the 

May 4 luncheon meeting at the Women's 

City Club. 

BOXOFFICE 

:: May 5, 1956

: May 

. . Others 

Detroit Keglers End 

25-Year-Old League 

Team Won Lost Ave. 

Allied Films 37 23 709 

RKO Radio 36 24 712 

SO'/z United Artists 29' i 677 

2 Republic 27'/2 321 719 

Theatrical 27 33 711 

Ads 

Allied Artists 22 38 686 

High teams: three games—Theatrical. 2,427; 

Republic, 2,414; Allied Films, 2,366; one 

game—Theatrical, 879; Republic, 870; Allied 

Films, 856. 

High individuals: three games—England, 

629; Baian. 609: Stimac, 592; single.s—Buermele. 

235; Davidson, 232; England, 231. 

Individual averages for the season: 

Group 1—England. 167: Stimac, 163; B. 

FoUis, 157: Baran, 149. 

Group 2—Hebert, 156; Malinowski, 152; 

Susami, 148; Herd, 148: K. Follis, 147; Weidner, 

146. 

Group 3—Jalaski. 150: Kilbride, 144: Lenox, 

143; Pobursky, 141; Buermele, 140; Perry, 132. 

Group 4—Davidson, 139; Embach. 137; Rush, 

137: Reagan, 134: Kenny, 130; McCauley, 

129; Nelson, 129; Schulte. 127. 

Group 5—Steva, 132: Valinski, 125; Ring, 

122; Weinstein, 142; Aurie, 118; Kozaren, 160; 

Youngerman, 146: Levy, 146: Talarek. 139: 

Zimmela. 131; Lorenz, 130; Ebert, 128; Kaplan. 

116; Stawasz, 112. 

TOLEDO 

Wincent Tripodi, with Loew's houses in Toledo 

for several years, most recently as 

assistant manager of Loew's Valentine, has 

been named assistant manager of the Loew's 

Twin Drive-In at Oakland. 111. . . . New assistant 

manager of Loew's Valentine here is 

William Schweitzer, a native of Canton, who 

has been in the theatre business since 1952, as 

assistant manager of Loew's houses in Cleveland, 

Canton and Akron. 

Harry Belafonte was booked into the 3,400- 

seat Paramount for Thursday and Friday 

(3, nights 4) with his new show, "Sing, Man, 

Sing," under the aegis of Flora Ward Hineline 

. . . Jim Dempsey has relinquished his 

interest in the Starlite, Telegraph and Parkside 

drive-ins here and has moved his family 

to Louisville, Ky., where he will be associated 

with drive-in 

theatres. 

CINCINNATI 

B. Snook, president of Midwest Theatre 

JJ 

DETROIT— Close of the final season for Supply Co., was on hand for the recent 

the Film Bowling League found Allied Films 

RKO 

formal opening of Mark Cummins' Circle 25 

Drive-In, Lexington, Ky., which leading by a single game over Radio. 

was equipped 

Decision to wind up activity of the Film 

John Carey, Johnda Lou 

by Midwest . . . 

Bowling League, which has been a major Drive-In, Wheelersburg, was on the Row. He 

leisure and social activity for Detroit filmites 

recently returned from Mayo clinic, where he 

for a quarter century, was announced by underwent two operations seen 

Jack Susami of United Artists, who will be 

the last president. Switch of interest away 

. 

on the Row were Lou Wetzel and Alan Warth, 

Dayton; William Goldcamp, Portsmouth: 

from bowling and the difficulty of filling in Fred Donohoo, New Boston: Joe Joseph and 

teams on bowling nights were responsible Joseph Raad, Parkersburg, W. Va., who flew 

for the decision, which occasions great regret into the city. 

on Filmrow. 

Nate Schultz, Selected Theatres Co.. Cleveland, 

Final standings (second half) 

paid one of his rare visits to 

Filmrow 

. . . Midwest Theatre Supply Co. is installing 

widescreens in the following theatres: Judy 

Drive-In, Mount Sterling. Ky., owned by 

Tom Sutton jr.; Cain Auto, Paintsville, Ky.. 

W. T. Cain jr.. owner, and Goody Drive-In, 

Goody, Ky., owned by Shor and Banks of 

Williamson, W. Va. 

Frank Schreiber, U-I manager, and his 

staff were pushing hard to remain in first 

place in the division in the Charles Feldman 

drive. They have maintained this position 

since the start of the drive . . . Prowlers 

broke into the U-I office, breaking a window, 

but doing no other damage. They apparently 

were frightened away when the broken window 

was seen by Lloyd Krause. Vance 

Schwartz and Rube Shor, who pa.ssed on 

their way from a screening at the 20th-Fox 

projection room, and who called police. 

ERNIE 

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YOUNGSTOWN. OHIO — The Belmont 

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show for children at 1:30 p.m. Saturday (28). 

Joy. the Magician, was on the stage with a 

one-hour show. The screen program included 

a "Little Rascals" comedy and cartoons. 

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Maurice Maige, who was formerly manager 

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BOXOFFICE 

: 

5, 1956 83

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EVELAND 

j-lie local Variety Club is having a spell of 

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going to Jack Fine and his "owner" I. J. 

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scheduled a general meeting this week to present 

for a vote a plan to move from the 

Hollenden Hotel to an uptown address to encourage 

greater attendance . 

Lefton, 

who formerly managed Nat Lefton's Republic 

exchange in Pittsburgh, was here from his 

present home in Texas to attend his brother's 

funeral Rosenthal, Variety Club 

. 

first assistant barker; Milton Grant, second 

assistant, and Jack Silverthorne, past chief 

barker, will represent Tent 6 at the Variety 

convention in New York this month. Also 

going from here are Nat Barach, NSS manager, 

and his wife. 

John Dugan is the newest member of Filmrow. 

Hailing from St. Louis, he has joined 

Cooperative Theatres of Ohio to fill the booking 

vacancy created by the resignation of 

H. F. McManus. Dugan had his own buying-booking 

organization in St. Louis several 

years ago Allin, Co-Op booker, 

. 

is of his proud wife. She just received a post 

graduate degree in education cum laude from 

Western Reserve University. A teacher in 

the Cleveland public school system, Mrs. Allin 

got her A. B. degree from the University 

of Saskatchewan. Both Norman and his 

wife were Canadians before becoming U. S. 

citizens. 

Walter Katowitz of the Ross Theatre, Rossford, 

was on Filmrow for the first time in 

almost five years. He's just back from Florida 

. . . Dale Silverberg, son of the late Harry 

Silverberg who was NSS manager in Chicago, 

stopped in to say hello to Nat Barach, local 

NSS manager. Young Silverberg is not in 

the industry . . . Peter Rosian. U-I district 

manager, and Mrs. Rosian are vacationing in 

Florida. 

New Censor Board Asked 

By Catholic Convention 

DAYTON —At the fourth 

annual convention 

of the Cincinnati Archdiocesan Council 

of Catholic Youth, attended by more than 

200 delegates, a resolution was passed calling 

on Gov. Frank J. Lausche to re-establish the 

Ohio board of film censorship. Their resolution 

claimed "much moral harm is being 

done to the general public and to youth in 

particular" by objectionable motion pictures. 

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M. B. Horwitz. head of the Washington circuit, 

his cut Florida vacation short upon 

the death of Edward Wise, manager 

learning of 

of the State Theatre, Cuyahoga Falls. 

Wise died of a heart attack. Before joining 

the Washington circuit, he had long been 

manager of the Broadvue Theatre in Cleveland. 

He is survived by his wife, a daughter 

and four grandchildren. Burial was in Auburn, 

N. Y., the family home. 

Ted Mash, IFE shipper, is realizing every 

young man's ambition. Next week he moves 

. 

into the new home he built in Parma 

Jerry Safron, Columbia manager, reports 

that the world premiere of "Autumn Leaves" 

will be held in Cleveland at the Allen Theatre 

starting May 9. Cliff Robertson, appearing 

in this picture and also in "Picnic," will 

A press luncheon, TV 

be here for the event. 

and radio appearances have been planned 

for his three-day visit by Harry Rice, Columbia's 

publicity representative. 

The annual Variety Club golf tournament 

has been set for June 27 at the Lake Forest 

Country Club. Working on arrangements 

with enterUinment chairman Irwin Shenker 

is a golf committee composed of Harry Buxbaum, 

Tom McCleaster, Bert Lefkowich, Dan 

Rosenthal and Jack Silverthorne . . . 

Tickets 

for the H. E. McManus testimonial farewell 

dinner on May 14 may be secured from any 

film salesman on Filmrow Kramer, 

. 

Associated circuit executive, having completed 

the sale of his home in Golden Beach, 

Fla., is back home for the summer. 

Clocks in 52 major cities and in all small 

towns in Cuyahoga County were ahead one 

hour this week when daylight saving time 

went in effect to continue through September 

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BOXOFFICE 

: 

5, 1956

. . . Irving 

: May 

. . Through 

Springfield Theatre 

To Be Closed Again 

By HARLEY RUDKIN 

SPRINGFIELD — The venerable Court 

Square Theatre, a major factor in this area's 

entertainment life since it first opened its 

doors on Sept. 5, 1892, once again seems to 

be going dawn for the count. However, this 

has been threatened more than once in the 

last 25 years and the lights are still burning 

in the marquee. 

Latest impresario to take over the affairs 

of this legitimate-vaudeville-film house was 

Owen M. Holmes, a licensed projectionist 

who entered the open-air field, then took 

over the Court Square seven months ago. 

when Gilmore Associates, owners of tJie property, 

announced the building would be cut 

up into office space, because of lack of theatre 

revenue. 

This week. Holmes told this reporter that 

he had come to the end of the line, insofar 

as the Court Square is concerned, but that 

this is not the finish of his entertainment 

career. At the moment, and even while his 

Court Square lease is expiring, he is thinking 

in terms of erecting a drive-in on the outskirts 

of the city, "with plenty of parking 

space." 

Lack of the latter has come to be one of the 

big bugaboos afflicting downtown Springfield, 

and entertainment places, along with 

other businesses, have been feeling the pinch. 

Looking back on his seven months at the 

Court Square. Holmes reflected that "w-e 

tried everything, all the way from the Ballet 

Russe at $3.60 top, to a rock and roll movie 

at 50 cents." 

He has had touring plays, art films, recording 

stars, subsequent runs and he said that 

in the entire seven months of his tenure, 

he had just one show that made any money. 

The Court Square had its heyday from 

1920-28. the so-called "golden years." The 

1929 stock market crash affected it seriously, 

and in 1936, E. M. Loew leased it as a 

straight film house. In 1941, a new organization, 

the Playgoers of Springfield, took 

over the house for touring stage attractions, 

and It has changed hands several times 

since. 

Edwin S. Gardner, president of Gilmore 

Associates, said there is no other prospect for 

a manager to lease the house, and that it is 

now possible that demolition plans that were 

formed in January 1955 might be put into 

effect. 

However, this "swan song" has been heard 

before, and something, or someone, always 

seems to come along at the last minute to 

retain for Springfield its last combination 

house. Legitimate proponents are hoping 

against hope that this will be the case again. 

BRIDGEPORT 

n 

Ibert M. Pickus, owner of the Stratford 

Theatre, was a guest at the opening ceremonies 

of the new Coliseum in New York City 

Shiffrin of UA was in ahead of 

"Comanche" and "Alexander the Great" . . . 

The SW Warner and Merritt theatres have 

reverted to Wednesday openings . . . Mike 

Lane closed his tour ahead of "The Harder 

They Fall" with personal appearances at the 

Beverly and Hi-Way here . . . Richard Skinner 

has been named general manager of the 

American Shakespeare Festival theatre. 

BOXOFFICE : 

New England Theatremen Again 

Asked to Assist Palsy Program 

Gov. Christian A. Herter of Massachusetts 

has pledged his support to the United 

Cerebral Palsy Ass'n campaign. Left photo 

shows Frank C. Lydon. executive secretary 

of Allied Theatres of New England, presenting 

placard to the governor. Lydon 

is general chairman for the campaign in 

the 42 cities and towns in the Boston area. 

Hy Fine, district manager of New England 

Theatres, Inc., is serving as New England 

motion picture chairman for the seventh 

consecutive year. 

The child pictured above is a victim of 

cerebral palsy, which stems from a brain 

injury. There are a half million children 

and adults in the country and 1,400 in the 

Boston area suffering from the affliction. 

It costs $3.15 for each treatment, an 

amount which is furnished through the 

United Celebral Palsy associations and the 

generosity of the public. Each year for the 

NEW HAMPSHIRE 

•Three more ozoners have opened In this 

state. They are the Sky-Ray between 

Manchester and Hooksett, the Concord and 

the Nashua . a tie-up with Fournier's 

Hillsboro Furniture Mart in Manchester, 

the State Theatre gave a program over radio 

station WKBR, with a free Lewyt vacuum 

cleaner as the top prize. Twenty free tickets 

to the show, "The Conqueror," were also offered 

to lucky listeners. 

The Rev. Robert Dunn, rector of St. John's 

Church in Portsmouth, who has portrayed 

a clergyman in several motion pictures produced 

by Louis DeRochemont, who resides 

in nearby Newington, discussed the production 

of "Lost Boundaries" in a church family 

night program held recently In Newport . . . 

A city council committee in Keene has reported 

that negotiations are still underway 

for the creation of a new parking lot behind 

the Latchis Theatre. 

The Colonial Theatre in Nashua was the 

scene of a big Masonic lodge ceremony April 

20, when a number of degrees wêre communicated 

there in connection with the twoday 

92nd Fast Day convocation of the 

Scottish Rite. 

past six years, exhibitors have generously 

participated in a campaign to provide 

funds for such care and treatment, establishment 

of clinics, purchase of equipment 

and training of personnel. 

Chairman Fine is appealing once more 

to his fellow showmen to participate in 

the 1956 campaign which starts this 

month. He asks that exhibitors run the 

Walt Disney trailer for a full week with 

audience or lobby collections. Where lobby 

collections are in effect, experience indicates 

that the best results are obtained 

where live collectors man the coin boxes. 

Workers to fulfill this assignment may be 

recruited from women's clubs. Girl Scouts, 

personal friends, etc. 

This year it is hoped that 10 million 

dollars raised nationally will provide research 

so that the growing number of 

victims may be cured. 

Gil Wilson Starts Tour 

For 'Moby' in New Bedford 

NEW BEDFORD, MASS.—Local citizens 

welcomed Gil Wilson, American artist, here 

to open his 26-week tour in behalf of John 

Huston's production of "Moby Dick" for Warner 

Bros., which will be world-premiered here 

on June 27. 

The artist, who illustrated his talks with a 

selection of color slides made from his collection 

of 300 "Moby Dick" paintings, addressed 

the Fairhaven assembly of 500 students; 

was interviewed by James Gleason 

over station WNBH, and by Earl J. Dlas, 

drama editor of the Standard Times: hosted 

a press reception at the Jolly Whaler, which 

included on-the-spot interviews with exhibitors 

Harry, Mort and Fisher Zeitz over station 

WMSM; signed autographs in Hutchinson's 

bookstore, which set up an elaborate 

display plugging picture's premiere, and was 

greeted by Mayor Frank Lawler. 

The artist also addressed the Dartmouth 

High School and Rotary Club. He left here 

for Fall River to address two high school 

groups Saturday. On Monday, the artist was 

in Providence, R. I., where his activities included 

a TV interview with Olive Tinder over 

station WJAR-TV, in addition to lectures before 

selected community groups. 

5, 1956 NE 85

. . Lou 

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. . The 

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. . 

HARTFORD 

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booking for MGM's "The Swan" into 

Loew's Poli got nothing less than a threecolumn 

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Dave Scott, national sales manager, 

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Stanley Warner brought in IFE's "Aida" 

at the Palace, Norwich, at $1 top, for a two- 

. day stand Mahan booked a "Rock 

n' Roll" stage revue into his Carroll Theatre, 

Waterbury . Picazio, Groton Drivein, 

Groton, distributed free compacts to 

women with gentlemen escorts the other evening 

. Rogers Corner Drive-In, Pleasant 

Valley, was last of the Hartford regional 

drive-ins to resume operations for 1956 . . . 

The Hamilton in Waterbury has a new dinnerware 

giveaway. 

The Perakos circuit is running Buck night 

on Wednesdays at the Southington Drive-In, 

with cars admitted for $1 regardless of number 

of patrons ... Sir Laurence Olivier's 

production of "Richard III" was cited during 

the third annual awards program of the 

American Shakespeare Festival Theatre and 

Academy at Stratford. Conn. The ASFTA 

board of directors announced presentation 

of an award to Sir Laurence along with nine 

other classifications. "Richard III" was the 

their arrival at the theatre for after the start 

of a performance. "We advise our patrons to 

see this particular attraction from the beginning," 

the ads read. "It will add immeasurably 

to the evening's entertainment," 

said the cii'cuit. 

BOSTON 

Tames Guarino is operating the Memorial 

' Drive-In, West Springfield, which American 

Theatres Corp. had leased for a number 

M. Brewer, manager of 

of years . 

branch operations for Allied Artists, was in 

town for a visit with Ben Abrams, Boston 

and New Haven manager. With him was 

Rennald Graber, traveling auditor for the 

company . engagement has been announced 

of Melvin Stern to Shirley Ginsberg 

is 

of Brighton. He the son of Louis 

Stern, former partner with Louis Richmond 

in several theatres. 

United Artists' "Alexander the Great" has 

been booked into Loew's State and Orpheum 

for an extended run, starting May 17. Joe 

Mansfield, UA publicist and Karl Fasick, 

Loew's Theatres tubthumper, are working on 

the campaign . 

William T. Powell jr. 

was bedded with a sudden attack of virus, his 

dad, who is an official at Smith Management 

Co., dashed to Croton-on-the-Hudson to take 

over the reins of the Croton Drive-In, which 

Bill jr. manages. 

Embassy Pictures Corp. has proclaimed 

May 2 as "Godzilla Day" in the six New England 

states, where nearly 300 theatres will 

play the shock-thriller "Godzilla" in the 

largest saturation booking deal ever made in 

this territory. It will be backed by a strong 

TV campaign over stations in Boston, New 

Haven, Providence, Bangor, Me.; Mount Mansfield, 

Vt., and Mount Washington, N. H. 

Many of the playdates include the drive-in 

theatres which are scheduled to be in full 

swing by then. 

PROVIDENCE 

ni Siner. Strand manager, returned home 

following an emergency plane trip to 

California to the bedside of his ailing father. 

The latter's condition has improved . . . The 

New England premiere of "Serenade," .starring 

Mario Lanza, took place at the Majestic 

Bed" opened at the Avon Cinema 

... A "gun" fight by two patrons armed 

with water pistols was broken up recently at 

the Park in Woonsocket by a deputy policeman. 

A sailor stationed at nearby Quonset 

naval installation was fined $2 and costs in 

district court; his opponent, a 17-year-old 

sailor, was turned over to the Shore Patrol. 

Following their ejectment from the theatre, 

patrons who had complained of being hit by 

stray "bullets" breathed a sign of relief. 

Phil Nemirow, Albee manager, sneak-previewed 

motion pictures. 

only entry under 

"The Bold and the Brave" recently 

Booking in "Diabolique" at the 850-seat dui-ing the run of "The Conqueror." No extra 

tariff was charged . . E. M. Loew's Providence 

Art, Hartford Theatres advised patrons by 

way of extensive newspaper ads not to schedule 

Drive-In inaugurated Sunday 

stage 

Promote John O'Connell 

HARTFORD—BeiTLie Menschell, president, 

Bercal Theatres, has promoted John O'Connell 

to manage the Manchester Drive-In. 

Bolton Notch, Conn., succeeding Arthur Jennings, 

who resigned. O'Connell had been 

serving as assistant to Jennings. 

shows, presenting the Dial Ti-io in addition 

to the customary double feature. 

A full pag:e ad was used on "The Swan" by 

Bill Ti-ambukis, Loew's State manager . 

New York theatres now are using local newspapers. 

A large ad, placed by the Lyceum, 

featiu-ed "A Hatful of Rain," starring Shelley 

Winters ... As the last vestige of snow disappeared 

from this section, all outdoor situations 

were operating full blast, with satisfactory 

patronage reported. 

MGM Florida Assignment 

Goes to Norm Levinson 

NEW HAVEN—Norman Levinson, a New 

Haven native who acquired his theatrical 

training in this city, has been promoted to 

MGM press representative for all of Florida 

and part of Georgia. He had been serving 

in a similar capacity in the Minneapolis-St. 

Paul territory. Levinson will make his home 

in Jacksonville. The promotion was announced 

by Emery Austin, 

MGM director of 

exploitation. 

The MGM press representative started his 

show business career at Loew's Bijou Theatre, 

now demolished, as an assistant to Manager 

Sidney Kleper. He was later student assistant 

manager at Loew's Poli here and then rejoined 

Kleper, now at Loew's College, as 

assistant manager. Harry Shaw, division 

manager for Loew's Poli, shifted Levinson to 

the Poli at Hartford several years ago as 

assistant manager. He was given the MGM 

position in Minnesota early in 1955. 

Gregory Stewart Namecl 

HARTFORD—Ed O'NeiU, district manager 

for Brandt Drive-In Theatres, has named 

Gregory Stewart as assistant manager at 

the nearby Portland Drive-In. 


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: May 

, . John 

. . Phyllis 

Boston Gives 'Swan' 

200 Per Cent Gross 

BOSTON — "The Swan" at the twin State 

and Orpheum took top honors in a week 

which was hampered by a number of holdovers. 

A real competitor to night business 

was General Motor's Motorama which drew 

a crowd of over 250,000 in its first week at 

the Commonwealth Armory. The Exeter 

Street booked a double bill the English 

of 

"Touch and Go," and "Helen Keller in 

film, 

Her Story" for a good first week. Of the 

holdovers, "Ladykillers" wâs way out in front 

at the Kenmore. 


Astor— I'll Cry Tomorrow (MGM), 7th wk \\5 

Beacon Hill Diobolique ;UMPO), 9th wk 80 

Boston Cinerama Holiday (Cineramo), 34th wk..nO 

Exeter Street Touch ond Go (U-l); Helen Keller in 

Her Story (DcRochemont) 125 

Kenmore Ladykillers (Cont'l), 2nd wk 200 

Memorial—The Conqueror (RKO), 4th wk 85 

Metropolitan The Man in the Gray Flannel Suit 

(20th-Fox), 4th wk 85 

Paramount and Fenwoy On the Threshold of 

Space (20th-Fox); The Dynamiters (SR) 100 

Stote and Orpheum The Swan (MGM) 200 

"Swan' Hits 160 to Lead 

Providence First Runs 

PROVIDENCE—Unseasonably cold weather, 

with a mixture of snow, sleet and rain, 

continued to hamper local operations. The 

first clear Sunday in several weeks saw an 

almost record-breaking number of motorists 

hitting the road, which, of course did not help 

theatre attendance. However, the good 

weather was short-lived, "The Swan," playing 

at Loew's Stat« almost day and date with 

the "Princess Grace" nuptials, aroused sufficient 

interest for a 160 rating. "The Bed." 

in its Rhode Island premiere at the Avon 

Cinema, was next in line with 120, 

Albcc Backlash (U-l) 75 

Avon The Bed (Gctz-Kingsloy) 20 

60 

Loew's The Swon (MGM) 1 

Mojcstic On the Threshold of Spoco (20th-Fox), 75 

Strand— Hot Blood (Col); Over-Exposed (Col).... 100 

'Gray Flannel' Scores 140 

In New Haven Opening 

NEW HAVEN— Extreme differences in 

receipts were reported by the key downtown 

houses. "The Man in the Gray Flannel Suit" 

made the best showing at the ticket windows, 

giving the big Loew's Poli a week's revenue 

40 per cent above normal. It was held for a 

second week at the same theatre. "The 

Littlest Outlaw" was also a heavy earner. 

College—The Littlest Outlaw (BV), Broken Stor 

(UA) 135 

Poramount The Creature Wolks Among Us (U-l); 

of Fear (U-l) The Price 65 

Poli The Man in the Gray Flannel Suit (20th- 

Fox) 140 

Roger Shermon Hot Blood (Col); Bottle Stotions 

(Col) 70 

"Littlest Outlaw' With 155 

Steals Show in Hartford 

HARTFORD—Best grosses were compiled 

by three holdovers, as "The Littlest Outlaw" 

showed the way with 155 for its second week. 

"Carousel" was still popular in its third week, 

while "The Man in the Gray Flannel Suit" 

was well above average in its second stanza. 

Allyn Carousel (20th-Fox), 3rd wk 140 

1 Art Diobolique (UMPO) 00 

E. M. Loew Jubal (Col); Over-Exposed (Col), 2nd 

wk 90 

Poloce The Man in the Gray Flannel Suit (20th- 

Fox), 2nd wk 130 

Parsons—The Littlest Outlaw (BV), 2nd wk 155 

Strand Comonche (UA); Our Miss Brooks 85 

(WB) 

NEW HAVEN 

LTairy Shaw, division manager of Loew s 

Poll, and wife were on a three-week 

crui.se vacation to Panama and Haiti. Before 

leaving, he made a complete .swing of the 

circuit in Bridgeport, Waterbury, Hartford, 

Meriden, Worcester and Springfield . . . Profe.s.sor 

David Ffolkcs, costume designer for 

"Alexander the Great." briefly left his Boston 

teaching duties to lecture at the Yale 

School of Drama. He was accompanied by 

Irv Schiffrln, UA publicity man . , . Paul 

ToUis of the Meriden and Newlngton theatres 

was a Filmrow vLsltor. 

Shep Bloom, 20th-Fox manager, his wife 

Muriel and son Mark returned from a Florida 

vacation ... A large delegation from local 

industry offices will travel to New Britain 

Thiu-sday (10) for a dinner honoring exhibitor 

Peter Perakos, named Man of the Yeax 

by the Pi-ess Club . Curtin, Republic 

sales manager, was in for a meeting with 

George Somma, local manager, who is now 

getting around to state showmen in a new 

blue and white Buick . 

Pinto, Republic 

cashier, was given a party by the staff 

when she left to await the birth of a baby. 

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5, 1956 

87

II 

II 

INDUSTRY PROFILE 

New Britain Showman Peter Perakos 

Named Man of Year by Press Club 

NEW BRITAIN, CONN. — Peter G. 

erakos sr,, president of Perakos Theatre 

Associates, was 

selected Man of the 

Year recently by 

Peter G. Perakos : 

the New Britain 

Press Club and his 

achievements were 

lauded editorially 

by the New Britain 

Herald under the 

headline, "Measure 

of a Man," 

"Mr. Perakos' numerous 

qualifications," 

inspirational 'Horatio Alger' life 

the editorial 

read, "include his 

story, his 

business ability as the senior member of 

the largest independent firm of theatre 

owners in New England, his many unsung 

charitable acts, his civic service including 

his work as a park and health commissioner 

and his leadership in connection 

with the building of the St. George Greek 

Catholic Church. 

FIVE SONS IN WAR 

"But if for no other reason, the Press 

Club showed good judgment in its selection 

of Mr. Perakos because of his outstanding 

job as a patriotic father. His five sons 

served their coimtry with distinction 

during World War n." 

Perakos is held in such esteem in this 

bustling hardware city of 100,000, that the 

Press Club will honor him at its Man of 

the Year awards dinner May 10 at the 

Hedges restaurant on the New Britain- 

Hartford road and a sizeable film industry 

delegation is anticipated. 

He was once described by a local writer 

as "a man who'd make them want to rewrite 

the original Horatio Alger story." 

A native of Greece, Peter G. Perakos sr. 

arrived in the U. S. shortly after the turn 

of the century. He had $7 in his pocket. 

In 1956, he is the senior member of the 

largest independent (20 theatres) circuit 

in New England. 

His first job in America was as a mill 

hand at $4 a week. In turn, he became a 

bus boy, meat carver and short order cook. 

The year 1906 brought a sharp improvement 

in the Perakos fortune. Noting the 

prevailing boom in the "nickelodeon" business, 

the young immigrant realized that 

motion pictures could very well become a 

major industry. 

The Perakos talent for sensing proper 

theatre values came into focus then with 

the acquisition of the Bijou Theatre, a 

195-seat house on Main street here. 

Perakos Theatre Associates today controls 

the first run Palace, the subsequent run 

Arch Street in New Britain, as well as 

some 20 additional conventional, four-wall 

and outdoor theatres in the New England 

territory. The circuit is noted for its 

imaginative promotion and civic-minded 

Three of the Perakos sons, Sperie, l 

general manager; John, assistant general i 

manager, and Socrates, office manager, |j 

are associated with the circuit. Steven is || 

a local attorney, while Dr. George practices H 

medicine in New Britain. 

All five sons served with distinction 1; 

during World War II. John was a bom- ;| 

hardier with the Army Air Corps and was i 

shot down by a Japanese plane in the |; 

Pacific on New Year's Day 1943. George |i 

was an Army captain, serving at the ;| 

Baker Army General Hospital, Martins- ;|: 

burgh, W. Va. 

Steven, a Marine Corps captain, fought 

with the Third Marine Division at Bou- 

|| 

H 

gainville, Guam and Iwo Jima. Sperie, an m 

Army captain, participated in the Nor- f; 

mandy invasion and the Battle of the i; 

Bulge. Socrates was stationed with the H 

Army Artillery in the South Pacific. i| 

In addition, a son-in-law, Cmdr. Herman i 

E. Miller, an Annapolis graduate, is a Navy |; 

career man. He held the rank of Lieu- i 

tenant-commander in the submarine serv- 1; 

ice during the war and is at present as- 1; 

signed to the Pentagon in Washington. 

Peter Perakos' influence has been felt % 

far beyond the confines of a motion pic- |i 

ture theatre. His philanthropic activity is || 

rarely publicized here, but many civic || 

leaders point to him as one New Britain i| 

citizen always eager and willing to pro- 11 

vide a helping hand for those in need. He % 

was termed "very instrumental" in con- % 

struction of the local St. George Greek H 

Catholic Church, and held title of presi- i 

dent for more than 15 years. || 

He was a park commissioner for eight || 

years, a health commissioner for seven *^ 

more. He Is a 32nd degree Mason, a former 

president of AHEPA (Greek-American 

social-fraternal organization) and a 

member of the Knights of Pythias and the 

Elks, among many organizations. 

'A CREDIT TO INDUSTRY' 

In an industry noted for occasional i; 

bursts of jealousy between rival theatre 1; 

owners, there is a fascinating absence of M 

bitterness on the subject of Perakos by || 

local theatremen. || 

"He's a credit to the industry," said |i 

Joseph Borenstein, manager of the down- jl 

town Stanley Warner Strand, "and it's li 

certainly a matter of pride to the business 1 

that Pete is selected by the New Britain i 

Press Club as its 'Man of the Year' for i 

1956!" 

I 

Leonard C. Joyce, president of the Press m 

Club, said: || 

"Mr. Perakos truly is deserving of the |j 

honor of the Press Club's 'Man of the || 

Year.' His many unsung charitable acts, |s 

his great sense of civic duty, and his H 

inspirational life story of an immigrant i; 

boy attaining the tremendous success he :§ 

has in this wonderful democracy of ours, 

qualifies him for the honor without reser- Ss 

Vandals Ransack, Wreck 

Snack Bar at Drive-In 

ROCKPORT. ME.—Vandals ran riot 

inside 

the snack bar of the Rockland Drive-In on 

Route 1 in Rockport sometime in the past 

month, smashing door locks, strewing supplies 

and kicking in walls. The break was discovered 

by John Rolerson, winter caretaker 

and film projectionist, who checked a report 

that the door was seen open. He found the 

door lock ripped off and a lock on an inside 

door to the manager's office pried off by a 

shovel. 

Inside the building, a cash box had been 

pried open, light bulbs broken, soap powder 

and papers strewn about the floor, a hole 

knocked into the wallboard, the lock on a 

metal cabinet open, desk drawers emptied 

and restaurant supplies scattered everywhere. 

Rolerson said he checked the building about 

a month ago and found no trouble then. 

Nothing was taken as far as the caretaker 

could determine, he reported. 

VERMONT 

The Mid-Haven Drive-In in North Middlebury 

is one of the latest ozoners to begin 

the 1956 season in Vermont. Appropriately 

enough, the Mid-Haven started off with "The 

Trouble With Harry," filmed in Vermont by 

Alfred Hitchcock. This same film was also 

shown recently at the Malletts Bay Drive-In 

in Burlington. 

The State Theatre in Burlington had the 

first local showing of the Cinemascope film, 

"At Gunpoint." "Lord of the Jungle" and a 

cartoon were also on the program . . . The 

April 25 proceeds from shows at the State 

Theatre in Burlington were turned over to 

the Sisters of Mercy building fund. The admission 

charges for the program, which included 

the film, "Miracle of Our Lady of 

Fatlma," were 50 cents for adults and 25 

cents for children. 


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. . Maury 

MMPEA Says Tax Cui 

Is Too Small lo Help 

WINNIPEG—A recent cut in amusement 

taxes by the Manitoba provincial government 

was too meager to provide real relief to TVpressed 

small theatres of the area, B. H. 

Sommers. president of the Manitoba Motion 

Picture Exhibitors Ass'n, wrot« in a letter to 

Ronald D. Turner, provincial treasurer. Sommers 

said many more small theaU-es will be 

forced to close during the year unless additional 

relief from amusement taxes is provided 

by the provincial government. 

Sommers letter, in part, read: "The members 

of this association are grateful for the 

measure of consideration given by the government 

of Manitoba to the problems of the 

motion picture industry in the lowering of 

amusement tax rates at this time. Although 

grateful for the measm-e of consideration 

given, our members, particularly those concerned 

with the operation of smaller theatres, 

are extremely disappointed that the 

government did not see fit to go further 

toward meeting the request for removal of 

amusement tax from all tickets priced at 50 

cents and under. There is not one small 

theatre in the television area which is able 

to operate successfully at the present time. A 

continuing downward trend in attendance is 

evident by operating results to date in 1956. 

"Should this trend continue thi-oughout 

the year, many more of the smaller theatres 

will be forced to close, unless further relief 

from amusement tax is forthcoming. Thank 

you kindly for the courtesy you have shown 

to this industry in meeting with its representatives 

and discussing its problems in the 

fine harmonious spirit, which has at all 

prevailed." 

ST. 

TOHN 

times 

Tames \. VVhitebone, projectionist at the 

Paramount and business agent of Local 

440, was named Maritime vice-president of 

the Canadian Labor Congress. The new organization 

was born in the merging of 

the Trades and Labor Congress of Canada 

and Canadian Congress of Labor in Toronto. 

Whitebone also is president of the New 

Brunswick Federation of Labor . . . Joshua 

Lieberman, partner of B&L Theatres, as 

president of the St. John Jewish Community, 

welcomed Mayor Nathan Phillips of Toronto 

on his arrival here. Phillips addressed the 

St. John Board of Trade and Canadian Club. 

The Franklin & Herschorn Midway Drivein, 

Four inches of snow fell on April 21 over 

the Halifax and St. John cities, affecting 

on A\N A 

"The Man With the Golden Ai-m" concluded 

its run at the Main Elgin, where Ei-nie 

WaiTen is manager, at the end of the third 

week. The engagement opened big with 

.standing room only but there have been 

longer runs at this 20th Century Theatres 

house . Logan, known as Canada's 

Elvis Pi-esley, played the Rideau as an added 

attraction for the picture "Rock Around the 

Clock," to the satisfaction of Manager Don 

Watts. Logan had previously appeared at the 

Elmdale in Ottawa's West End. Carson, the 

Australian hypnotist, also has been making 

the rounds. After playing thi-ee Ottawa theatres, 

Carson performed at Clai-ence Meirkell's 

Palace in Cornwall, then the Famous Players 

Regent in Brockville and now, this week, for 

Manager George Sheppard at the Odeon in 

Peterborough. 

Graeme Fraser, vice-president of Crawley 

Films of Ottawa, took a sly poke at the 

Canadian government's film agency. After 

pointing out that out of 235 pictvu-es of the 

National Film Board during the fi.scal year 

only 17 had been made by private producei-s, 

Fraser raised this question: "Would the government 

not be wise to spread the base of 

creative effort and help build a native Canadian 

industry by letting out a larger proportion 

of government production than their 

present 7 per cent?" 

Members of the Ottawa Theatre Managers 

Ass'n reported heavy advance demand for 

tickets for the benefit performance at the 

Famous Players Capitol Sunday night, May 6, 

in aid of Variety Village, Toronto. Featm-ing 

the 1956 show is the popular Juliette of TV 

network fame, with Gerald Peters, formerly 

with Odeon, as master of ceremonies. Peters 

has replaced Monty Hall of the Toronto Tent 

who has moved to New York. 

The Canadian Film Institute, of which 

James A. Cowan is president, has announced 

that 64 film societies are operating in the 

Dominion under the auspices of the Canadian 

Federation of Film Societies, a division 

of CFI. 

MPICC Toronto Meet 

Scheduled Nov. 19-22 

TORONTO—November 19 through 22 have 

been .selected as the dates for the annual 

meetings of the Motion Picture Indastry Council 

of Canada, accordinp to Arch Jolley, executive 

secretary. The meetings will be held in 

the King Edward Hotel, Toronto. 

As in previous years, Jolley will arrange 

room accommodations for accredited delegates 

as well as interested observers. Since the 

Gray cup game will be played In Toronto on 

Saturday, November 24, all delegates and 

observer-exhibitors-distributors are urged to 

contact Jolley as soon as possible for hotel 

reservations. Jolley's address is 21 Dundas 

Square, Toronto. 

The convention calendar: 

Monday, Nov. 19—Annual meeting and 

luncheon. Motion Pictiu-e Theatres Ass'n of 

Ontario; reception room and Crystal ballroom. 

Tuesday, 20—National Committee Motion 

Picture Exhibitors Ass'ns of Canada, Yellow 

room, 9 a.m. to 5 p.m. 

Wednesday, 21—Motion Picture Industry 

Council of Canada, Yellow room, 9 a.m. to 5 

p.m. 

Thursday, 22—Motion Picture Industry 

Council of Canada, reception room, 9 a.m. to 

5 p.m. 

New Manager to West Hill 

As Bob Johnson Leaves 

WEST HILL. ONT.—Douglas Stevenson, 

the former house manager of the Odeon Theatre 

in Toronto, will become manager of the 

Roxy Theatre here in the near future. He 

takes over the position from Bob Johnson who 

is leaving for Sudbury where he will become 

manager of the Sudbury Drive-In Theatre. 

Johnson has been manager of the West Hill 

Roxy since December and has made a number 

of improvements in the house since taking 

its over operation. He has been connected 

with the theatre business for the past 14 

years at the Parliament, Carlton and Radio 

City theatres. Stevenson comes to West Hill 

from western Canada and Toronto. 

the indoor and outdoor theatre business . . . 

Mitchell Franklin, vice-president of the 

Franklin & Herschorn Theatre Co., has returned 

from Florida with his wife and three 

children. 

Gertrude O'Neill is retmning to 20th-Fox 

here after six months in Los Angeles, where 

she was employed with the same company. 

She was formerly cashier in the local office 

for many years . . . Visiting Filmrow were 

Claude Richards, owner and operator of the 

Souris Theatre, P.E.I. : Mr. and Mrs. J. K. 

Pidgeon, owner and operator of the Kensington 

Theatre, P.E.I., and Harry Adkins, owner 

of the Pine. Richibucto, N. B., and the Roxy, 

Buctouche, N. B. 

AT SERVICE STUDIO OPEMNO—Film industry leaders attended the openinR 

at Toronto by Shelly Films, Ltd., of Canada's first service studio, which eoincides 

with the 30th anniversary of the founding of the Shelly organization. Left to right: 

Peter Meyers, Canadian general manager for 20lh-Fox; N. A. Taylor, International 

Film Distributors; Leon C. Shelly, the host; O. S. Silverthorn, chairman of the Ontario 

cen.sor board; Haskell M. Masters, general manager of Warner Bros. Picture.-;, and 

Frank Fisher, general manager of Odeon Theatres. 

BOXOFFICE :: May 5, 1956 89

I 

EXPERT 

. . Warner 

. . 

. . We 

. . While 

. . 

WINNIPEG 

n full-length feature ballet film, "Romeo 

and Juliet," was presented at the Gaiety 

at regular admissions. In the east, this ballet 

on film was sold on a reserved seat basis at a 

fancy advanced admission. The picture is in 

color, a winner of the Grand Prize at the 

1955 Cannes Film Festival . . . Ernie Diamond 

is wooing the kid trade at the Rialto with 

a Roy Rogers feature, a Tim Holt feature, 

and ten cartoons . Bros. "Mister 

Roberts" and "Rebel Without a Cause" were 

held over by Harry Gray at the Lyceum . 

Several days after most Greater Winnipeg 

drive-ins opened, temperature dropped to 

15 and 20 degrees above, not too encouraging 

for ozoner patronage. 

Sam Swartz is acting as supervisor of the 

Western Theatres drive-ins this summer and 

is active manager of the Eldorado . . . The 

REPAIRS ^:!.T.%^n?r| 

MOTIOGRAPH equipment 

Complete line 

el lictoiy parts 

Everything for the theatre 

We Sell ond Service 

Theotre Choirs, Rectifiers, Are Lamps, 

Sound Equipment, 16mm and 35mm Projectors 

SHARP'S THEATRE SUPPLIES, Ltd. 

Phones: 2-407« and 2-7266 

Film Exchange BIdg. Calgary, Alt*. 

new city assessment commissioner has asked 

for detailed information from exhibitors in 

order to compute the 1956 business tax 

Member theatres of the Winnipeg Foto-Nite 

claim the only two good days in the week are 

Tuesday and Wednesday, when Foto-Nite is 

conducted came across a curious 

drive-in calendar for April at the County 

Drive-In, Tucumcari, N. M. With the exception 

of a Spanish program every Thursday, 

every picture played at this drive-in during 

April was a Univereal film. 

"Second fun-packed week" is the way Tom 

Pacey descrbies the holdover of Alec Guinness 

in "Ladykillers" at the Odeon. Winnipeggers 

are great followers of Alec Guinness. 

They have a choice of seeing him at his 

comical best in "Ladykillers" or in a serious 

role with Grace Kelly in "The Swan," held 

a second week by Eddie Newman at the 

Metropolitan . Dave Robertson was 

showing "Never Say Goodbye" at the Garrick 

in the evening, there was a special Saturday 

morning performance of "The Lone Ranger" 

recently. Doors opened at 9 a.m. for this 

showing . . Saturday evening the Uptown 

presented a hi-fi half hour with ballroom 

dancing by the Miami Dance Studios and 

music by David Corry. On other evenings, 

radio announcer Red Alix presents a hi-fi 

program from the stage. 

Public apprehension of an impending flood 

^ ^^ DSEL headquarters for

: May 

. . . John 

. . The 

Oscar Contest Heads 

List Alberta Success 

CALGARY—Alberta exhibitors and distributors 

met recently with Charles S. Chaplin 

of Toronto, chairman of the public relations 

and boxoffice committee of the Motion Picture 

Industry Council of Canada, to report 

on the Name the Oscar Winners contests 

held in Calgary, Edmonton and Lethbridge, 

Alta. 

Ralph Mitcheltree reported the Calgary 

contest brought in about 30,000 ballots. The 

contest was run with the Calgary Herald as 

co-sponsor and resulted in the theatres getting 

more than 10,000 lines of publicity in 

the paper, including printing of the ballot 

three times per week during the contest. 

There were five correct ballots in the Calgary 

contest and tie-breaking questions were asked 

of the five winners. The grand prize was a 

round trip for two by air for two weeks to 

Hollywood, plus a two-day stopover in Las 

Vegas. Other prizes donated by local 

merchants included an electi'ic stove, refrigerator, 

hi-fi phonograph, dining room 

suite and long-playing record albums. 

In Edmonton, about 20,000 ballots were 

entered, according to Bert Wiber, chairman. 

There were no correct ballots, 

but there were 

14 with only one wrong category on each. 

The main tie-in in Edmonton was with a 

local radio station, and the tie-breaking quiz 

was held at the station and aired locally. The 

grand prize was a two-week trip for two by 

air to Hawaii. A secondary tie-in was effected 

with the Edmonton Journal, where the ballot 

was printed several times during the contest 

and several news stories appeared. 

Doug Shackleford reported on the Lethbridge 

contest where about 10,000 ballots were 

entered. This was an excellent record, 

Shackleford said, since only about 15,000 

ballot blanks were printed. The tie-up there 

was with the Lethbridge Herald, which gave 

good coverage of the contest. Two correct 

ballots turned up after the count was made 

and a tie-breaker quiz was held on the stage 

of the Paramount Theatre, with the local TV 

station covering the event in full. 

Each chairman said his community was 

interested in making the contest an annual 

event. In Calgary at the end of the contest, 

the publisher of the Herald came to the 

committee, told them he was happy with the 

results of the contest and said he was ready 

to team up with the theatres again next year. 

M O N T R E 4 L 

\irilliiim Lester, vice-president and nianaging 

director of United Amusement 

Corp., will leave Tuesday (8) for an extensive 

business and pleasure trip to London, 

England. He will tour the British Isles, then 

will go on to France, Italy and Switzerland. 

He will be accompanied by Mrs. Lester. 

Leaving aboard the Empress of France here, 

they will be away for .some six weeks . . The 

annual meeting and dinner of the Canadian 

Picture Pioneers Quebec division will be held 

at the Sheraton-Mount Royal Hotel here 

June 6. The meeting is scheduled for 5 p. m., 

and all members of the Pioneers, as well as 

all connected with the motion picture industry, 

are invited. Tickets are obtainable 

from William Mannard of UAC, telephone 

number ELwood 1167. 

Haralambos Koutsogianopoulos, who's better 

known as Harry Poulos, died at Fassett, Que., 

at the age of 88. Poulos was greatly interested 

in the motion picture industry and at the 

time of his death was a part-owner of the 

System Theatre on St. Catherine Street West 

and also of the building housing one of Montreal's 

oldest motion picture theatres. 

William Spears, salesman for Empire-Universal, 

has left for an extended trip covering 

northern Quebec and northern Ontario 

Levitt, salesman, Columbia, is in 

Beauce county ... Jo Longo. exploitation 

official from RKO's Boston office, was a recent 

visitor . . . Raymonde Meehan. secretary 

to Ted Akinson, manager of Astral Alliance 

Films, has resigned. She was succeeded 

by Mrs. Doris Pearson . office of the 

Centre Catholique du Cinema de Montreal as 

of May 1 is occupying new quarters in the 

Centrale de L'Action Catholique de Montreal 

at 1207 St. Andre St. The Centre Catholique 

du Cinema, a diocesan body, also has a 

new telephone number, AVenue 8-4261. 

The Montreal Film Council recently previewed 

at the National Film Board Theatre 

in the Forum Building several prize-winning 

NFB productioins. The latest feature was 

>Foar 

"Riches of the Earth," which won a first in 

the 1955 Canadian Film Awards. Another 

award-winning NFB film, "Corral," was presented. 

The film won prizes at the first International 

Film Festival at Venice in 1954 

and received an Award of Merit at the Edinburgh 

Festival in 1954 . . . Visitors to the film 

exchange included Mr. and Mrs. A. Choulnard. 

Princess and Imperial, Quebec City; 

Carl Brock, Princess, Cowansville; Paul Des- 

Jarlais, Brandon, St. Gabriel de Brandon; 

Laurence Payeur. Pigallc, Thetford Mines. 

Mgr. Moves to California 

WINNIPEG, MAN.—L. C. Straw, who has 

been manager of the Roxy Theatre for the 

past four years, resigned his position recently 

and left for California, where he intends to 

make his future home. He was accompanied 

by Mrs. Straw. Barney Brookler, who has 

been appointed to the position, has already 

assumed his new duties. 

} FOR SALE \ 

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945 GRANVILLE ST., VANCOUVER 

MARINE 

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Exclnm Western 

Empire-Universal Demands 

Advance Rental Payment 

WINNIPEG—Len Norrie, local manager of 

Empire-Universal Films, has informed exhibitors 

of this exchange area that future 

film shipments must be paid for in advance. 

The letter from Norrie was forwarded to 

exhibitors in Manitoba, Saskatchewan and 

Western Ontario. 

Norrie's letter read, in part: "In accordance 

with the contracts held with this company, 

film being used must be paid for prior to the 

shipping date or that shipment will go 

forward C.O.D. If this presents a problem, 

I suggest that you forward this company 

an advance deposit for an average month's 

film rental. Shipments then will go to you 

open, until such time as that advance Is used 

up, and then it will be up to you to renew 

the advance." 

Orders are being 

placed very fast. 

Write, phone or wire 

for prices . . . NOW 

J.M. RICE & CO., LTD. 

202A Canada Building 

Winnipeg, Manitoba 

PROJECTION OPTICS' 

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Anamorphic Lenses 

Branch Office: 

10029 Jasper Avenue, 

Edmonton, Alberta. 

BOXOFFICE : 

5. 1956

. . Micky 

. . Gordon 

VANCOUVER 

prank Fisher, vice-president of Odeon The- 

Richard Walsh, lATSE president, stopped 

here on the way to attend the labor convention 

in Toronto . . . The PPC Capitol in 

Victoria was to close the 5th for a facelifting 

job which includes a new mai-quee and a 

new sound system. The theatre is expected to 

remain closed between three and six months. 

A 1,312-seater, it is the oldest de luxe theatre 

in the capital city . . . Attracting a lot 

of attention was the mechanical alligator on 

Jack Reid's desk. It was sent out by JARC 

publicist Chai-les Mason as a gimmick for 

JARO's "An Alligator Named Daisy" . . . 

Many theatres in the suburban area have 

increased grosses by enlarging their parking 

lots. 

Len Brewer, Paradise, was hospitalized with 

a heart illness . . . The film shortage is 

giving double feature houses plenty of grief . . 

Jack Senior, manager of Harland-Pairbanks, 

concession supplier, reports popcorn and soft 

drinks sales are at a peak in this area, especially 

at the ozoners . Dagleish, 

local projectionist, now is operating Cinema 

Sales Co. in the import and manufacture 

specialty business of interest to theati-es. 

atres, was here from Toronto on an in- 

Annie Graham, 87. pioneer 

Perkins Electric has completed refurnishing 

the Sunland Theatre at Osoyoos— 

theatre operator here, died after 

of 

a brief illness. From 1914 to 1926 she ow-ned new stage equipment, new sound, Gaumontthe 

Star Theatre on Main. This was torn Kalee projection and new International 400 

down to make way for the new police building. 

Her son Guy of New Westminster is a and associates and managed by Ed Jette, 

chairs. The theatre is owned by Eric Lohlein 

who aim to provide a fully modern theatre 

projectionist and former business agent of 

Local 348 Stevenson, office for the fruit district to combat television 

manager at Paramount, was promoted to penetration. It seats 390 and the population 

manager of the Toronto office. Mel Hayter of Osoyoos is 887. 

of Wainer Bros, and former shipper with 

Marvin Proudlock succeeds Stevenson. 

Larry Katz, Republic and JARO salesman 

between 

here, reports a haiTowing experience 

Britannia Beach and Squamish. The taxi in 

which he was riding hit a rough spot in the 

road, swerved and almost went over a 100- 

foot precipice. Hanging precai'iously on the 

road edge, the cabbie cautiously edged out, 

grabbed the cab and held it while Lan-y 

clambered out to the road. A bulldozer, some 

200 yards down the road, lumbered up to the 

teetering cab and snatched it back to safety. 

P.S. Lairy paid full fare, too. 

Peter Barnes, a rancher who also 

operates 

six theatres in Washington state and three 

in British Columbia—the Hollyburn at West 

Vancouver, the Lulu at Richmond and the 

Langley at Langley Praii-ie—and a drive-in 

at Oroville, Wash., on the border, has expanded 

his holdings with the purchase of nine 

theatres in the Columbia Basin circuit in 

eastern Washington. His 15 theatres now 

constitute the largest independent chain in the 

area. 

James R. Nairn Named 

Tent 28 Man of Year 

TORONTO—James R. Nairn, director of 

public relations and advertising for Famous 

Players Canadian since 1930, became the 

"Man of the Year" when he received the 

1955 Heart Award of Toronto Variety Tent 

28 at the annual presentation ceremony in 

which previous winner Dan Krendel, Famous 

Players district manager, officiated. 

Nairn, who received a plaque in recognition 

of faithful and outstanding service to the 

tent for the last ten years, is a former newspaperman 

of Hamilton, Ont., having been 

with the Hamilton Spectator before entering 

the film industry. 

The first winner of the award in 1948 was 

James J. Pitzgibbons. first chief barker of the 

club, and he was followed by Jim Cameron, 

now Famous Players supei-visor at Fort William 

and Port Arthur; W. A. Summerville jr., 

executive of Bloom & Pine Theatres, Toronto; 

Ernest M. Rawley; George Altman; Monty 

Hall, now in New York City, and for 1954, 

Dan Krendel. 

At the awards dinner, Chief Barker Dave 

Griesdorf and members also paid tribute to 

the founders and officers of the fii-st crew 

in 1946 as follows: Fitzgibbons, Paul L. 

Nathanson, Ben S. Okun, O. R. Hanson, 

Henry L. Nathanson, Ben Freedman, Rawley 

and N. A. Taylor. Two of the charter members 

have died. They were Leo M. Devaney 

and William P. Covert. 

The chief project of the club is the Variety 

Village Vocational School for Handicapped 

Boys. The Village held its first annual "at 

home" and dance Friday night (4). 

'Oklahoma!' Opening Gets 

High Score in Toronto 

TORONTO—"Oklahoma!" in Todd-AO, 

which reopened the Tivoli, was the center 

of attention as it piled up an impressive gross 

for the week. Other favorites were "The 

Swan" at Loew's and the Uptown and 

"Serenade" at Shea's. Pick of the holdovers 

at five theatres was "The Court Jester." in 

its second week at the Imperial. 


University The Birds and Eglinton, the Bees 

(Para) 125 

Hyland The Ladykillers (JARO), 5th wk 100 

Imperial The Court Jester (Para), 2nd wk 125 

Loew's. Uptown The Swan (MGM) 140 

fôrtown Carousel (20th-Fox) 110 

Odeon—The Man With the Golden Arm (UA), 3rd 

wk 105 

Shea Serenade (WB) 130 

s 

Tivoh—Oklahoma! (Magna) 155 

Towne Geordie (Br), 5th wk 100 

SINGLE CHANNEL MAGNETIC SOUND 

Simplex XL-101 is the most modern of single track sound equipment. Its compact 

grouping of all units provides greater operating efficiency. The tight 

loop system used in the Magnetic Sound Head has been used and proved by 

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. . . whichever you want, merely by pushing a button! Let our experienced 

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GENERAL THEATRE SUPPLYCOMPANY 

I 

L I M T e D 

HEAD OFFICE: 861 BAY ST. TORONTO, ONTARIO 

'Swan' Is Fair; 'Amazon' 

Dual Is Ahead 

VANCOUVER—The fii'st run situation continued 

quiet. "The Swan" was only fair at 

the Capitol, but "Naked Amazon" and "The 

Deadliest Sin" gave the Strand a better than 

average week. "The Conqueror," in a second 

week, was light, as was "The Ladykillers." 

Capitol The Swon (MGM) Average 

Cinema-You Lucky People (JARO); The 

Gloss Tomb (JARO), 4 days Poor 

Orpheum The Conqueror (RKO), 2nd wk. Moderate 

Plaza-Circle- Backlash (U-l) Fair 

Strand—Naked Amazon (IFD); The Deadliest 

Sin (IFD) Good 

Studio Touch and Go (IFD) 

Vogue—The Ladykillers (JARO) 

Producer Roger Gorman has purchased 

"The Stake," a Kraft TV Theatre teleplay 

by George Lefferts. 

BOXOFFICE

C&fUtûcûfH, • CauYmtAnt • C^fxceMi9KA • n^tu*iilnaAi£e.T 

MAY 5, 1956 

Typical of the smart styling given to new dnve-in concessions appointments is the twin cafeteria service at the Southutch 

Theatre, Hutchinson, Kas. Batteries of swivel-mounted downlights dramatize the refreshments offered in this attractive room. 

featuring: 

onceddiond and ^ûtomatic Uendin 9

£ree! 

services that build your refreshment profit! 

Free mobile popcorn displays—Constantly 

moving 

displays that catch your 

customers' eyes and appetites 

for your biggest profit 

makers— popcorn and Coke! 

Free intermission trailers— 

Full-color, mouth watering 

invitations for even more 

people to visit your refreshment 

stand and buy everything 

you have to sell. 

Free complete survey of your 

drink dispensing equipment! 

When survey is complete, you 

are given an individualized 

report on how you can improve 

your service and profit. 

Ask The Coca-Cola Company representative for these services. 

These are only part of the services made available to you by 

The Coca-Cola Company— the only beverage company with a national 

service organization that makes regular visits to theatres, 

helping you realize maximum profit from your refreshment business. 

Q^'^B 

PROVEN THREE WAYS: PROVEN PRESTIGE • PROVEN PREFERENCE • PROVEN PROFIT

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{2] Expert Installation and Service—your nearby 

Airtemp Dealer is a factory-trained air conditioning 

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the job is done, you can rely on him for prompt, 

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(he's listed in the Yellow Pages) for a 

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BOXOFFICE 

: 

5, 1956

yd^^^^l^'M.oiîty f ^nc "SINCE 

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are no other projectors like them. 

I8W 

iiiB-fiianaTiiiiiti 

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The MODERN THEATRE SECTION

: May 

Wagner Knows 

Show Merchandisingi 

—and provides the most effective means of selling every attraction . . . panels and 

letters wtifch combine tt»e t>est in "point of sale" display. That's why more theatre 

owners install them than all other makes. W/agner window type panels are available 

in any size and readily serviced without removing frames. Economical Enduronamel 

panels comprise background and letter mounting arrangement. 

Vou also have a wrider selection of sizes and colors when you use Wagner 

changeable leMers with the exclusive tapered slot, immovable by 

wrind or vibration, yet easier to change. 

If you're building or remodeling an indoor theatre oi 

drive-in, large or small, you'd better get the free 

Wagner literature. 

Send the coupon NOW! 

VlfAGNER SIGN SERVICE, INC. 

218 S. Hoyne Ave. 

Chicago 12, 

Please send free literature on Wagner show-selling equipment. 

III. 

CITY & STATE- 

BOXOFFICE : 

5, 1956

Brightest Lights 

in the Drive-in Picture 

Wide-screen projection needs all the light you can 

give it. And to show big wide-screen box-office hits 

successfully, your drive-in needs RCA Projection 

Lamps. Powerful, rugged RCA Wide-Arcs for performance 

that's both efficient and economical . . . the 

latest, advanced RCA Dyn-Arcs for the ma.\imum 

possible light with an fl.7 lens and screens 140 

feet wide. 

RCA Wide-Arcs and Dyn-Arcs give more light per 

ampere than any other projection lamp for drive-in 

use. Even through thousands of showings, "Instant 

Acting" ventilating assembly keeps reflector cool and 

free of carbon dust. There's an automatic water circulator 

to keep over-all operating temperature low. 

With a large, high-speed reflector, RCA Projection 

Lamps distribute more light to the screen with more 

even distribution. Low speed carbon rotation provides 

maximum stability. Whether you use standard or 

Hitex carbons, low burning rate saves operating dollars. 

And only Dyn-Arc design will allow you to use 

larger, higher-amperage carbons when such operation 

becomes technically feasible. 

The most projection light at the least possible expense 

. . . that's the RCA Wide-Arc and Dyn-Arc story. Your 

independent RCA Theatre Supply Dealer can fill you 

in on the details. Contact him now ... be ready with 

wide screen when they start driving in! 

THEATflE EQUIPMENT 

RADIO CORPORATION of AMERICA 

ENGINEERING PRODUCTS DIVISION 

CAMDEN, N.J. 

In Canada: RCA VICTOR Company Limifed, Montreal

MAY 5, 1956 

MODBB.H m I 

TWBArM m 

o n t n t 

CONCESSIONS AND AUTOMATIC VENDING: 

3,000 Hamburgers, 6,000 Cokes on a Busy Night Bart Grabow 8 

. . . Manual Vending or Automatic? There Is 

Room for Both Lee Koken 11 

Handing a Tray to a Customer Is Psychology Mortie Marks 14 

Theatres Are in a Pickle— But a Profitable One! 16 

Battery of Vendors Sells on Theatre Mezzanine 18 

Penny Vending George F. Eby 22 

Deep Fat Frying Manual: 

The ABC's of Deep Frying /. L. Thatcher 24 

Handy Electric Frying Chart 26 

Daily Filtering of Fat Saves Money 

Where It Counts! Tom Murphy 27 

The Art of Preparing French Fries 28 

"Increase Popcorn Consumption by Giving 

Better-Value Packs"— Bert Nathan 33 

GENERAL FEATURES: 

From Horse Opera to Art in Decor as Well as Film 37 

Projector Maintenance and Servicing Guide Wesley Trout 38 

Signs and Decorative Lighting for Drive-Ins R. T. Dorsey 48 

De Luxe 1,000-Seat Theatre Under Construction 53 

DEPARTMENTS: 

Theatre Maintenance Questions 

and Answers 

32 

Projection and Sound 38 

Drive-ln Theatres 48 

Readers' Service Bureau at 50 

ON THE COVER 

Advertising Index at 50 

New Equipment and 

Developments 54 

Literature 56 

About People and Product 57 

The cafeteria-style concessions lias become firmly established as 

the most efficient for drive-in theatres, both in rapid service to 

patrons and in the opportunity to offer and display a great variety 

of refreshment merchandise. The cafeteria at the Southutch in 

Hutchinson, Kas., is an outstanding example of good coiicessions 

layout and merchandising. 

I HE concessions business has 

grown to such proportions that one 

sometimes wonders whether exhibitors 

are in show business or the food business. 

However, it must be remembered 

that it is the picture that brings the 

patrons to the theatre where they are 

exposed to all the refreshment items 

which are offered. So smart theatremen 

will still concentrate a major part 

of their efforts on providing attractive 

film 

fare and house appeal. 

Admitting, therefore, that the concessions 

is a secondary part of the theatre 

business, it nevertheless deserves the 

most careful attention and management, 

for it is undeniably a source of 

important income. It is equally true that 

concessions revenues will remain high 

only so long as high standards of quality 

and service are maintained. 

On the following pages is the astounding 

story of a 2,700-car drive-in 

which averages 70 cents per person at 

its twin concessions stands and, on a 

busy night, has served 3,000 hamburgers 

and 6,000 Cokes. This kind of business 

has been achieved by top merchandising 

methods and by the timeproven 

policy of "giving the patron his 

money's worth." The experience of this 

drive-in shows that high profits can be 

made from the concessions without resorting 

to overpricing. 

Many phases of the concessions 

operation are discussed in this issue, 

including the importance of psychology 

in sales suggestions by personnel and 

in display methods, and the value of 

introducing new items. The story of the 

pickle in theatres is a revelation. Special 

attention is called to the Deep Fat 

Frying Manual which provides basic 

information on equipment, fats, preparation 

and frying methods. The popular 

product of the fry kettle is responsible 

for a big percentage of profit. 

I. L. THATCHER, Monaqing Editor 

The MODERN THEATRE Section of BOXOFFICE .s included in the first issue of eoch month, 

Editoriol or general business corresoondence should be addressed to Associated Publications 

825 Von Brunt Blvd., Kansas City 24, Mo. Eastern Reoresentative: A. J, Stocker, 45 Rockefeller 

Plaza, New York 20, N. Y.; Central Reoresentotives: Ewing Hutchison and E. E. Yeck, 

35 Eosf Wocker Drive, Chicogo 1, 111.; Western Representative: Bob Wettstem, 672 South 

Lofovette Park Place, Los Angeles 5, Calif.

This Concessions 

Also Sells: 

Aspirin, 10c 

Turns, 10c 

Alka Selzer, 5c 

Bromo-Seizer, 10c 

Pocket Combs, 10c 

Handkerchiefs, 15c 

Cigaret 

Lighters, 98c 

Ballpoint Pens, 49c 

Nail Clips, 25c 

Kleenex, 5c 

Cigars, 10c 

Balloons, 5c 

THE REASON: When the mirror-lined enclosed 

stand was built, the shelves looked 

too bare. The extra items were bought to 

fill in. To everyone's surprise, they proved 

a profitable addition. 

JAMES S. SMITH, manager of the Twin Theatair Drive-ln, displays 

the automobile tag sold at the concessions stand for $1 

The money goes to charity and cars with the tags are admitted 

to three or four free nights a year. 

By 

BART GRABOW 

3,000 HAMBURGERS, 

ou couldn't make money any faster 

if you worked in the Denver mint." 

Dr. Marvin Sandorf, exuberant owneroperator 

of the Twin Theatair Drive-In 

Theatre in Indianapolis, was talking about 

his 20-cent jumbo-size Oe-ouncei cold 

drinks. They outsell the ten-cent 'nineounce) 

size "two to one" at the theatre's 

handsome, identical "twin" concessions 

buildings. 

He was exaggerating, sure. But he might 

just as well have been talking about Twin 

Drive-in's whole fabulous concessions operation. 

Average concessions sales at this 

2,700-car de luxe theatre (billed as "the 

world's largest") run about 70 cents per 

customer. That compares with a 65-cent 

admission! 

"We have seen a boxoffice of $3,200 with 

a concessions business of $3,800," said 

Sandorf, who trimmed the latter figure to 

$3,600 in a recent talk to Dallas exhibitors 

"in order not to frighten them." His average 

sales per car are higher than any place 

in the country, thinks Sandorf. 

Takes a heap of selling to get that kind 

a gross. Hamburgers fselling for 30 

of 

cents) are the biggest item in Twin's two 

cafeteria-type stands with more than 250 

dozen crossing the counter on busy nights. 

More than 6.000 Cokes 'both small and 

jumbo) have been sold in a single night. 

How does he do it? Sandorf smiles and 

says, "It's merchandising. That's all." He 

means a combination of the highest quality 

food, the best service, reasonable prices and 

imaginative promotion. 

Every evening at each intermission, Sandorf 

(a successful physician-surgeon dm'- 

ing the day) delivers a live "spiel" over the 

public address system. He plugs local civic 

and fund-raising campaigns, then for another 

three or four minutes paints mouth- 

Top Merchandising, Giving Customer His Money's Worth, 

watering word pictures of food available 

at the two concessions. Patrons drool when 

they hear about "ol' Texas chili and golden 

brown French fries," "barbecue from the 

hills of Kentucky," "Johnston's rich hot 

chocolate with a dash of marshmallow on 

top," etc. (Intermissions at the "double" 

theatre are staggered so Sandorf can talk 

to both audiences.) 

When the stampede starts, 36 concessions 

employes, 18 for each unit (out of Twin's 

87-man fulltime force), are ready to dish 

it out. They push package deals like the 

Twinburger Special, the Twin Chili Special 

and the Twin Barbecue Special. Each 

includes two hamburgers, chilis or barbecues, 

two orders of French fries and two 

small drinks. Each special costs ten cents 

less than if the items were bought separately. 

"Volume is our goal," says Sandorf, "and 

we'd rather take less profit per item to get 

a bigger gross." 

A stickler for quality, Twin Drive-In 

This is the handsome glass-enclosed candy and ice cream stand separate from the cafeteria lines. Sales 

from the identical units in the two concessions stands have been $450 on a Saturday night. They will be 

air conditioned this summer to keep chocolate bars from deteriorating. 


: May 

buys the best. Since it opened in 1950, it 

has paid premium prices for Swift all-beef 

hamburger which it buys in two-ounce 

frozen patties. (Current price: 47 cents a 

pound.' Stark-Wetzel weiners were chosen 

for flavor, sell for 25 cents. 

Pre-cooked breaded shrimp and chicken 

come frozen from a local purveyor, sell for 

$1 in dinners that include Fi-ench fries, 

cole slaw, roll and butter. The shrimp and 

chicken need but five minutes in the deep 

fryers to come out golden. All meat is 

delivered once a week ito cut receiving 

chores) and is stored in six 21 -foot food 

freezers. 

Twin's concessions open at 6 p. m. (two 

and a half hours before show time in summer!) 

and that's when the dinners go fast. 

Lots of folks will order food by phone, pick 

it up at the gate even when they don't want 

to see a movie. 

All food is bought prepared for easier, 

faster cooking and to keep the kitchen staff 

to a minimum, says Sandorf. Lasco, white 

Grillmen James Overman (left) and Ray Van DeVanter inspect two tried chicken dinners ready to go. The 

stainless steel kitchen in the background features two Hotpoint deep fryers, a grill and chili and barbecue 

warmers. Cleanliness is emphasized and the deep fat is filtered each night. 

6,000 COKES ON A BUSY NIGHT 

Bring Average of 70 Cents Per Patron in 

flake onions are bought dehydrated in No. 

10 cans from Allen Foods, St. Louis. ("Fill 

the can with water, wait ten minutes and 

they're ready to use.") Krinkle-cut Idaho 

potatoes arrive daily in 30-pound plastic 

lined bags from a local source. ("Krinklecut 

makes them more attractive and they 

i 

fry faster." Fi-ench fries sell for 20 cents. 

Hamburgers, coneys, barbecue and tenderloin 

sandwiches (40 cents) are prepared 

just ahead of the rush and are stacked in 

warming trays along the serving line. Each 

Indianapolis 

is in a different colored paper bag for 

easy identification. 

All food is served in disposable paper 

containers. Small souffle cups are used for 

mustard and ketchup, larger ones for slaw. 

Sandorf has designed a plastic food carrier 

that hooks over any car window for handy 

convenience, expects to have them on sale 

soon. 

In the beverage department, malts are 

offered at 20 cents; six and 12-ounce coffee 

is ten and 20 cents, chocolate is 15 and 

A cashier is posted at each end of this double-service line. All food and prices are plainly posted. No 

advertising cards distract from the signs. The management likes the cafeteria type because it eliminates 

the number of persons handling money as well as speeding service. 

BOXOFFICE : 

5. 1956 

25 cents. Cold drinks, besides sweet and 

chocolate milk, are Coke, orange and root 

beer. (Crushed ice purchased by the sack 

is used for all cold drinks. Fine ice holds 

carbonation up longer, says Sandorf. He 

pre-cools the syrup to 40° to prolong icing, 

orders cashiers to make sure all cups are 

filled to the brim.) 

Buns are oven-baked from a local bakery: 

a local dairy supplies ice cream cups, frozen 

drumsticks, sherbet bars and Eskimo pies 

(all ten cents*. Barbecue sauce is Smithfield's 

and the chili (30 cents a serving) is 

furnished by a local maker. 

All ice cream, candy, clgarets. cigars, 

taffy apples and novelties are sold in separate, 

glass-enclosed bars near the cafeteria 

line. They're separated to speed up service 

and the average sale is 22 cents. Saturday 

night sales at the two bars alone total 

some $450. Soon both departments will be 

air conditioned so chocolate bars won't deteriorate 

in summer heat. Approximately 

30 different candy bars are carried at popular 

prices. 

Popcorn, the golden egg of many a theatre 

owner, is important at the Twin 

Drive-In. too. Four stadium poppers (two 

at each concessions stand) greet patrons at 

every entrance. "Tlie impact of sight and 

aroma is terrific," Sandorf says. 

His quality pohcy forbids any prepared 

food going back into the refrigerator "even 

if it means a midnight sale." 

Grease from the deep fryers is strained 

each night. Coffee urns are steam-cleaned 

nightly. Cleanliness can't be overemphasized. 

James S. Smith, Twin Drive-in's 

manager who spent 17 years as a Paramount 

distribution man at Indianapolis. 

says people these days don't complain about 

lack of quality or sanitation. "They just 

don't ever come back." 

Each of the two concessions stands 

(30x60 feet) holds a prominent location on 

the 40-acre theatre tract. The modern. 

Continued on following page

. . 

l' 

^^PlPt'^^FW 

Û 

Exterior view of one of the two concessiorts stands at the Twin. The front is slanted plate glass and 

stone, and the sides are of painted Transite that can easily be removed for expansion. Four times since 

the theatre was opened in 

3,000 HAMBURGERS, 6,000 COKES 

1950 the stands have been enlarged. 

Continued from preceding page 

glass and Transite buildings are 375 feet 

from the screen towers, 35 feet in back 

of the projection booths. 

Color scheme this year is icicle blue and 

burnt orange. "We paint the entire theatre 

every year just to make the people feel 

we've done something," Sandorf says. 

Expanded four times since 1950, the concessions 

buildings eventually will be finished 

in limestone but Sandorf looks for a 

couple more enlargements before then. He's 

optimistic that the drive-in theatre business 

is still early in its growth. He plans to 

build another outdoor theatre in the area 

soon. 

Sandorf, who likes to think of the Twin 

Drive-In as "the Standard Oil of the industry," 

has a right to be pleased. Since its 

debut year when it grossed $250,000, the 

theatre has increased its volume by $100,000 

each year, he says. 

Quality merchandising that builds goodwill 

had a lot to do with it. "Because we 

want a good, steady volimie," Sandorf says, 

"we use no sex pictures or other hypodermics. 

We're not a carnival just passing 

through town. We're going to be here a 

long, long time." 

GOODWILL BUILDERS USED 

Sandorf's never been short of ideas on 

how to build goodwill. Here's a sample of 

Twin's special events: 

1. "Good neighbor" night when all residents 

of the five-block area surrounding 

the theatre are invited in for a free meal 

and show. 

2. Gifts of orchids and gardenias to all 

women patrons on Mother's Day. (Last 

year, 3,000 flowers were handed out.) 

3. Easter egg hunt for youngsters on 

Easter Sunday. (More than 300 dozen eggs, 

some $5 gold eggs, are hidden. 

Another Sandorf idea: Selling $1 metal 

license plates that advertise Twin Theatair 

Drive-In. Proceeds go to charity and all 

cars with the tags are admitted free three 

or four nights each year. 

Exit gates at the theatre are kept closed 

until ten minutes before the end of a feature 

to force patrons who leave early to go 

out the main entrance. There they are 

1,500 Kids in Play Area 

At One Time 

The $750,000 Twin Theatair, which was 

opened in May 1950, features a large playground 

in the area between the two screen 

towers which is another reason for its popularity 

with Indianapolis theatregoers. 

"When we hove 6,500 admissions," says 

Dr. Marvin Sandorf, owner, "we have about 

1,500 kids on the playground." 

All rides are free, and each ride is supervised 

by two adults. 

Rides offered are a miniature train, aeroride, 

merry-go-round, automobile ride and a 

ferris wheel which was odded this year. 

The playground is open during the day for 

the neighborhood youngsters and before showtime, 

but closes when the film program 

starts. No one is allowed in the area after 

that. 

While the playground is open during the 

day, the rides do not operate, but one or two 

supervisors are on hand to keep things under 

control on the non-mechanical attractions 

Traffic Control 

Three off-duty traffic officers of the Indianapolis 

police 

department are employed to 

handle traffic flow, in addition to ten regular 

traffic attendants. Programs at twin 

screens are stoggered so cars leave at different 

times. 

No lights, except traffic control lights, are 

used inside the theatre in order to secure a 

better picture on the screen. Even the socalled 

"moon glow" is not used, because 

Sandorf feels its light is a screen distraction. 

Landscaping 

The 40-acre ground areo, located within 

the southeastern city limits, is surrounded by 

chain link fence with multiflora roses planted 

outside. An inner wood fence keeps out stray 

light. Landscaping has been eliminated inside 

the theatre to minimize insect hazard. 

asked why they're leaving, are given passes 

for another night. 

"We feel that the concessions business 

is an integral part of theatre operation . 

as important as a picture on the screen," 

says Sandorf. "Our concessions stands are 

the cafeteria type because we are convinced 

that you can increase sales in a cafeteria 

operation. Also you have fewer people 

handling money, which is important. 

"In spite of the fact that we have a 

captive audience, we are in competition 

with every drive-in restaurant in the city 

of Indianapolis. Our prices are as cheap, 

if not cheaper than, any drive-in restaurant 

or drive-in theatre in our area." 

In the Indianapolis area alone, 13 other 

de luxe drive-in theatres compete with 

Sandorf. He likes the competition, thinks 

whatever gets people going to a drive-ineven 

a competitor's—is good. "After all. 

they're eventually going to get to mine and 

then we'll have them," he smiles. 

"Our success is just a matter of merchandising," 

he repeated. "Merchandising 

and giving full measure. Too many businessmen 

are afraid to give the customer 

his money's worth." 

CREDITS: Beverage dispensers: 

Drink-Master and 

Majestic • Coffee urns: Gold-Prize • Deep fryers: 

Hotpoint Mark 313 • Food freezers: Servel • Hot 

chocolate dispensers: Johnson's • Warming ovens: 

Toastmaster • Projection, sound and speokers: RCA. 

Instant Coffee Recommended 

For Drive-In Concessions 

The use of instant coffee rather than 

regular ground coffee at drive-ins is recommended 

by Fred E. Muhmel. head of concessions 

for Commonwealth Theatres. He 

says it has a number of advantages, namely: 

1. It will maintain its quaUty indefinitely. 

This is true because the oils are removed 

during processing. 

2. No spoilage—whether you use the 

vacuum bowl-size package or the single 

cup-size package. 

3. Fast preparation—pour coffee into hot 

water and stir. That's it. 

4. Just a little cheaper—cost, .014 per cup 

against .017 per cup for regular coffee. 

Muhmel especially recommends that instant 

coffee be used in small drive-ins for 

the reason that quite a bit of regular coffee 

is spoiled because it is made up and never 

sold. If the vacuum bowl-size package and 

the cup-size package of instant coffee are 

used in conjunction with each other this 

problem can be overcome. The cup-size 

packages being used only at those times 

when it is believed that a full vacuum bowl 

of coffee cannot be sold before closing time. 

Sale of any food item can be boosted 

by a smart, colorful container. When attractiveness 

of the container is coupled with 

a practical design for a particular food, the 

theatre concessions department gains an 

extra salesman for its force. 

10 

The MODERN THEATRE SECnON

; May 

MANUAL VENDING 

OR AUTOMATIC? 

THERE IS 

BOTH 

ROOM FOR 

Experience in RKO Theatres 

Shows Dual Service Dps Gross 

By LEE KOKEN* 

ÛR EXPERIENCE at RKO Theatres 

has served to convince us that there is a 

place for both automatic vendors and manually 

operated beverage dispensers in many 

situations. 

Some time ago, I made this observation at 

a meeting of exhibitors, pointing out further 

that in our operation the dual service selection 

was not in competition with each pensed drinks at two theatres and, when to-one in favor of machine-dispensed drinks 

mented with the addition of manually dis- 

servative three-to-one to a high of seven- 

other. This, we have found, continues to it seemed to go over well, we added overthe-counter 

drinks wherever feasible, so Still, that extra one-half cent per person 

in some situations. 

be factual throughout oui' circuit. 

The beverage cup sold at the vending that they are to be found now in approximately 

25 per cent of our theatres. In no worth looking after. Why, then, don't we 

that we pick up from the stands is always 

machine, the standard drink size, is a tencent 

seller. At oui- refreshment stands. situation, however, is the manual operation put manually dispensed drinks in at all 

where the drinks are dispensed manually, intended to replace the automatic vending 

machine. It is intended merely as a for such service, for one thing. And once 

houses? All theatres don't have the room 

we sell a larger cup—nine ounces—for 

15 cents. Where we have the two methods means of bolstering those sales which the again, it depends on the individual situation. 

Wherever we started selling hot dogs, 

in operation in one theatre, we have real- 

automatic dispensers yield. 

In fact, the volume from the drink machines 

far surpasses the volume of sales selling soft drinks, too, since the two items 

for example, we tried to make room for 

of beverages dispensed at the concessions go very well together at one location. The 

ized an increase in volume of one-half cent 

per person at the stand, while the automatic 

vendors continue to produce the same volume 

of sales, notwithstanding the addition 

of the personalized service. 

Since the advent of automatic machines, 

of course, we have carried these dispensers 

in every movie house. We then experi- 

^ -i3v 

-r —. -iiv t"^—-^ ^ —^—-ii.. S*:;-,^ 

4f the newly remodeled concessions stand in the RKO Orpheum in Denver, both the monually 

operated and automatic vending beverage machines are used. The dual-cup station machine 

serves two patrons at a time to speed service at the picture break. RKO Theatres uses both 

manual and automatic vendors at many situations. Rubber tile is used around the stand as a 

protective floor covering. The beverage machine is mode by Square Manufacturing Co. 

stand. The figure varies from theatre to 

theatre, with the ratio running from a con- 

*Lee Koken is head of the concessions department 

customer, it seems, is reluctant to walk a 

distance away from the stand with the hot 

dog, and so we sell the related items with 

great success. As a matter of record, we now 

Continued on following page 

w 

1,400-DRINK 

CAPACITY: Multipledrink 

vendor yields 1,400 servings 

from one filling of syrup and cups. 

One of three syrup tanks can be a 

non-carbonated flavor if desired. 

Drink delivered by dropping coin in 

slot opposite flavor desired. 24x30 

inches in size. Manufacturer: Lyon 

Industries, 

Inc. 

HOT OR COLD CHOCOLATl: A combination 

machine serving hot chocolate 

or a cold chocolate shake; 500 cold 

cup—325 hot cup capacity. Equipped 

with a special aeration valve said to 

keep chocolate blended, light and 

airy until the cup is empty. Trade 

name: Chocolate Bar. Manufacturer: 

Bert Mills Corp. 

CANDYMART: An eight-column vending 

machine which has the ability 

to vend at either five cents or ten 

cents, give a nickel change if a 

dime is deposited for a five-cent bar. 

Comes in 14 colors including such 

hues as coral, coppertone, charcoal, 

gold. Trade name: Condymart. Manufacturer: 

Arthur DuGrenier, Inc. 

SIX-DRINK MACHINE: Has a ca 

pacity of 1,200 cups and over 2,400 

drinks in four large syrup tanks, can 

deliver combination of carbonated 

and non-carbonated drinks. All steelwelded 

chassis. Available with mirror 

or illuminated "Thirsty" sign. Trade 

name: Cole-Spa. Manufacturer. Cole 

Products Corp. 

BOXOFFICE 

: 

5, 1956 11

MANUAL VENDING OR AUTOMATIC? 


have soft drinks at 95 per cent of the stands 

where franks are merchandised. 

Another thing we have definitely established—this 

is nothing new but certainly 

bears repeating— is the fact that all drinks 

sell better during intennission breaks, and 

at locations where the patron can be 

reached on the way out rather than on the 

way in to see the show. In this instance, of 

course, the automatic machines can do a 

far better job than concessions stands; 

quite often the stands are already closed 

when people are filing out of the house. 

It would be hard to quote an accurate 

figure for the volume per person taken in 

on beverages at the vending machine and 

at the stand. Actually, the amounts vary, 

again, according to type of theatre, area in 

the country, even to the type of attraction 

that's being played. Roughly, however, the 

volume from the machines ranges from one 

to three and one-half cents per person, 

while the figures for stand sales range from 

one-half to three-fourths cent. 

PROMOTIONS ARE GENERAL 

In the RKO circuit, we do not play up 

soft drinks to the exclusion of other refreshment 

items in our promotions. We do have 

intermission trailers of various types, but, 

with one exception, they are general in their 

wording, concentrating on refreshments in 

general and not playing up any one item. 

The only exception is a special trailer for 

buttered popcorn, an animated cartoon affair 

in verse set to music. This, I suppose, 

might be called a boost for drinks since 

indirectly it does sell beverages: patrons 

eating the popcorn often get mighty thirsty, 

and our drink sales zoom. 

At the stands, we are plugging our overthe-counter 

sales of drinks in some spots. 

The theatres are using equipment with 

animation: usually consisting of a plastic 

sign bearing name brands, flavors, price, 

and the fact that we're dispensing a largersize 

nine-ounce drink there. On the other 

hand, we let the machines serve as their 

own merchandising units. 

We have found that the best location for 

the drink machine, at a large theatre, is the 

main floor. It should have no less than 

eight selections for drinks, and even as 

many as ten. Where there are eight choices, 

six should be carbonated, two non-carbonated. 

USE A FEW SIX-DRINK UNITS 

We do have a few six-units in our theatres; 

in these cases, we divide the drinks 

into four carbonated and two non-carbonated. 

In large-volume theatres, it is definitely 

an advantage to have two-station machines; 

is, that equipment capable of serving 

two persons at a time, with coin 

changers at each side. 'Where we have a 

large-volume theatre that is not equipped 

with two-station machines, we compensate 

by placing two four-unit dispensers or two 

six-unit dispensers next to one another. 

The two stations are vital to a successful 

operation, because the machines get heavy 

play during breaks and other peak pressure 

times. There's just a short period of time 

to take care of all the people wanting to 

buy drinks, and sales can be lost if the 

lines get too long. 

We can't stress proper location of vending 

machines enough. If it's at all physically 

possible, I repeat, try to place the 

machine so as to reach the people as they 

leave rather than when they enter. If you 

can, place two or three machines on one 

floor. If your house has a mezzanine, place 

one or two smaller-capacity vendors there, 

too. 

Wherever we have to recess a machine 

against a wall, so it may be partially or 

totally blocked from view, we set up a protruding 

electric sign. Also, we use small 

canopies and downlighting to enhance the 

spot and attract customers. 

What to look for in a vending machine? 

First and foremost, it must have eye appeal. 

It should have an attractive, colorful, animated 

and lighted front, with panel embellishments. 

Mechanically speaking, each machine 

should be checked to determine whether it 

consistently serves a cold, tasty and properly 

carbonated drink. Some machines, 

under pres.sure, fall down in these departments, 

particularly in loss of flavor. In a 

test run, the last drink must have the quality 

you found in the first drink. 

PROPER CARE AND MAINTENANCE 

Proper care and maintenance of the 

vendors can't be overlooked. The machines 

must be checked periodically, even when 

they are sei-viced on a regular basis. At 

RKO Theatres, we insist 

that the servicemen, 

in addition to filling and checking 

the machines, must also wipe them down 

thoroughly, both outside and inside. A 

messy looking machine, naturally enough, 

is not conducive to a good sales record. All 

our managers, therefore, receive instructions 

and suggestions on keeping the machines 

clean, over and above the servicing. 

I3-: 

m^ 

BIG CAPACITY VENDOR: Newly developed 

machine offering J 6 selections 

of candy, with a capacity of 600 bars. 

Patron selects bar by rotating selector 

wheel, at left front. Machine was designed 

to meet market demand for bigcapacity 

candy vendor. Trade name: 

Sweet 16. Manufacturer: The Northwestern 

Corp. 

HOT COFFEE AND CHOCOLATE: 

Vends hot coffee or hot chocolate, with 

lOOcup capacity. All ingredients mixed 

in vending cup to deliver full flavor and 

aroma of drink. All ingredients are instant. 

56 inches high, 23 inches wide, 18 

deep. Machine has automatic agitator 

and automatic regulator valve. Trade 

name: U-Select-lt. Coan Mfg. Co. 

SNACK VENDOR: A vendor designed to 

operate by itself or as a companion piece 

to beverage and coffee vendors. Handles 

as many as 23 varieties. The large open 

glass panel serves as a selling device. 

Same styling for cigarets, candy. Candy 

vendor displays a variety of 25 items, 

for selection. Trade name: U-Select-lt. 

Manufacturer: Coan Mfg. Co. 

lO-DRINK 

MACHINE: 

In Meserole Theatre, Brooklyn, 

is 

lO-drink dual-cup 

station beverage vendor. Offers 

maximum selectivity 

and permits two patrons to 

be served simultaneously. 

Trade name: SodaShoppe. 

Manufacturer: Apco, Inc. 


: May 

Concession business booms with 

SCOTSMAN^^/ 

HERE'S WHY.- 

Scotsman Flaked Ice is the most useful 

"crushed" type of ice available. It's clear, 

hard, individual bits of crystal-clear ice. Free 

flowing, easy to handle. 

This fine ice is ideal for the new drink sensations 

that are sweeping the industry! Scotsman 

Ice costs so little you can afford to use 

all of it you want. 

8 GREAT 

There's a capacity to fit your 

needs exactly! 

Scotsman Super Flakers are available in 

1*F 

dailv capacities of 200 lbs., 350 lbs., 5.50 lbs., 

1050 lbs., and 2000 lbs. Both "automaticstorage" 

types and "continuous flow models. 

" 

For large volume users, a full line of Scotsman 

Super Bins is available. They're ideal 

for peak load demands! 

Scotsman Ice costs amazingly little to produce. 

Savings of 90% over delivered costs 

have been recorded. All Scotsman Machines 

operate on standard electrical connections, 

and are economical to install. 

Super Flakers are automatic — they make 

only the ice you use — no more. Whether 

you use a pound or a ton, it's always there. 

And not a bit is wasted. 

:: 

DRIVE-IN OR INDOOR — The Theatre Man's Ice is SCOTSMAN! 

i 5 

Ask for new illustrated Super Floker catalog. See your 

authorized distributor or write to the factory. Do it today! 

AMERICAN GAS MACHINE CO. 

Division Queen Stove Works, Inc. 

25 FRONT STREET • ALBERT LEA, MINNESOTA 

BOXOFFICE 

: 

5. 1956

' 

T 

r^m 

2 3 4 5 6 7 8 

O 

3 

'0 " 12 13 14 15 

I 

23 II 22 I 

DD 

At the Jefferson Amusement Co. South Park Drive-ln, Beaumont, Tex., the deep 

try equipment is located at the beginning (left) of the cafeteria line, and as 

close to patron as possible, "to sell the sizzle." The complete lineup of equipment 

is indicated by numerals on the drawing: I, Insta Burger stove; 2-3-4, 

Hotpoint deep fry (cctt/es; 5, counter space; 6-7, hot dog machine; 8, counter 

space; 9, Cretors popcorn machine; 10, ice bin; 11-12, Underbar drink machine; 

/3, ice bin; 14, Pro Craft orange drink machine; /5, snow cone machine; 

16-17, deep freeze storage; 18, ice cream chest; 19-20 cosh registers; 21, 

cigaret machine; 22-23, candy machines. No. 24 is the turnstile entrance to 

the serving lane. Deep fry foods ore a big item ot the South Park. 

You May Not Realize It, But 

HANDING A TRAY TO A CUSTOMER IS 

Mortie 

Marks 

By MORTIE MARKS* 

n 

factor in producing more sales, and more 

sales of large-size items. 

WFhe n you In selling drinks, for example, "Small, 

OFFER a patron a tray large, medium"—no matter what you say, 

i '"^ at I 

the beginning of the customer hears only the last item suggested, 

so it's important to say "Small, 

the drive-in cafeteria 

line he is psychologi- 

large, or medium." We place them in that 

cally invited to fill it 

up. This is the first, 

and a very important 

strategy in the art of 

increasing concessions 

sales by subtly influencing 

patrons' reactions. 

The right choice of words and phrases 

in suggestive selling is another powerful 

PSYCHOLOGY 

Because You're Influencing a Patron's Reactions 

order, in cups graduating from nine to 

24 ounces because of the increase in volume 

of the 12-ounce cup after putting in 

the 24-ounce cup. 

Patrons will object to the large-cup drink 

if forced on them, but many of them will 

buy it on their own volition, so we now 

offer not only a wider selection of cold 

drinks, but present them in sizes to meet 

the patron's thirst. 

Sales of related items also can be increased 

by the proper suggestion. Let me 

tell you of an experiment tried in a southern 

drive-in recently. The first item in the 

cafeteria line of this drive-in's concessions 

was popcorn, and the popcorn boy thanked 

his customers politely and asked each one, 

"Will there be anything else?" Just as 

politely 72 per cent of his popcorn customers 

said, "No." 

Then his spiel was changed to, "What 

would you like to drink?" and 81 per cent 

of his customers puixhased a cold drink 

with their popcorn. Just plain salesmanship! 

This kind of psychological salesmanship 

and suggestive selling of related items is a 

14 The MODERN THEATRE SECHON

: May 

Impulse purchasing is only secondary in 

drive-in theatre concessions, for the patron 

must physically exert himself by getting 

out of his car, walking some distance to the 

concessions building, and there ask for or 

seek out the item he wants. Impulse does 

play a part in drive-in concessions sales, 

but only after the patron has willfully entered 

the building. For years, we have 

allowed our patron to enter the concessions 

and make his selection of our wares which 

we prepared to please him. The newest 

trend is to croon him over to the snack 

bar with tape recordings, and once inside, 

entice him to purchase not only the item 

he came for, but also related items. 

CONCENTRATE ON HIGH VOLUME 

Sometime ago. when drive-in snack bars 

first came into their own right, most operators 

found that extra items meant extra 

business, and the trend was toward larger 

concessions buildings where everything was 

sold from soup to nuts. The trend now is 

to curtail most of these odd items that 

have proved to have a low margin of profit 

and to concentrate more on the highvolume, 

high-profit items. Additional space 

is being allowed these items, thus offering 

faster and better service to the patron. 

Some specific items that are going over 

well at southern drive-ins, and that are 

relatively new in some Texas and Arkansas 

drive-ins, include buttered popcorn, and 

capita. Hot dogs seem to be growing—in 

length and price. We sell ours for 20 cents. 

Concessions 

Items Sold 

At South Park Drive-ln 

Broiled hamburgers 30< 

French-fried pototoes IStf 

French-fried chicken 65(£ 

French-fried shrimp 

(3 pieces of chicken or 5 or 6 shrimp, French 

fries, 2 slices of bread, 1 ounce catsup in 

cup, served in small cakebox) 

65^ 

French-fried doughnuts 05< 

French-fried corn-on-cob 15^ 

Hof dogs 20* 

Hot turkey sandwiches 50* 

Popcorn (not buttered) 10 and 15* 

*Cokes, root beer 10, 20, 30< 

•Grape, Dr. Pepper 10, 20, 30< 

•Orange, pink lemonade 10, 20, 30e 

Snowcones 10< 

Ice cream 5 and lOc 

Candy 5 and 10* 

Pototo Chipc 10* 

Cigars 10* 

Cigarets 30* 

Hot peanuts 25* 

'Beverages are sold in 9, 16 and 24-aunce cups. 

major trend today in the dnve-ins of the A new item that has gone over very well in 

Southwest. One confectionery executive of some drive-ins is an 18-ounce Lily cup 

a large circuit tells me, "We are selling of baked beans with a weiner stuck in the 

much more dollar volume in 15, 25 and 45- middle, served with spoon and crackers for 

cent items than ever before." This statement 

20 cents. Take-home fresh doughnuts by 

applies in most situations, but since 

the large size will not sell itself, there has 

the dozen have proved a good seller. 

pickles have become established as 

Dill 

related 

a 

to be a cause to produce the result. 

item to hot dogs and hamburgers. 

Even Pi-ench-fried corn-on-the-cob has 

appeared on the scene. This is a summertime 

item which we have tried with success. 

It is prepared by placing a round, 

pointed stick in the end of the cob to serve 

as a handle, then placing the corn in deep 

fat for three minutes at normal frying 

temperature ifour and one-half minutes if 

the com is frozen'. The corn is drained, 

sprinkled with salt, wrapped in a napkin, 

the ends of which are twisted, and served 

for 15 cents. The corn is fried to order as 

it should be served vei-y hot. 

At our South Park Drive-In snack bar 

in Beaumont we have a battery of six 

French fryers near the beginning of the 

cafeteria line and placed right in front 

in the concessions counter, as close to the 

patron as possible, to "sell the sizzle." At 

this theatre, in addition to the corn we 

also sell Fi-ench fries, chicken and shrimp. 

HAMBURGER IS KING 

First in the concessions line at this theatre 

are hamburgers. They are broiled on a 

stove immediately behind the sales counter 

and working space, but in full view of the 

patrons. Speaking of hamburgers, there 

is another major trend in the South. We 

used to depend on the hot dog as the major 

food item, but now it seems the hamburger 

is king, having exceeded hot dog sales in 

most instances by about 10 per cent, and 

with a much greater margin of profit. 

the reports from theatres which have tried Very few drive-ins embellish their hamburgers 

with lettuce and tomatoes, but 

it are very good on dollar volume and per 

serve them with onions, mustard or mayonnaise, 

and possibly relish or sliced pickles. 

Now. after learning a lesson in cold 

drink sales, operators are offering both the 

regular hamburgers and the giant or jumbo 

size. In some locations, sales are in the 

ratio of two regulars for each jumbo sold. 

But, no matter how you slice it or serve it, 

the hamburger just outsells the hot dog and 

makes you more money. Therefore, 

wherever space is available, the trend is to 

install them and reap the results. 

Generally, the trend is toward catering 

to the patron with better service and more 

comfort. The South, famous for its courtesy 

and hospitality, is beginning to recognize 

the value of these inborn traits in the 

drive-in theatres. Therefore. I would say 

that in my section of the country the 

trend is to increase per capita sales by better 

service in an attractive, inviting concessions 

building and by suggestive selling of 

larger or related items. Make the snack 

bar a hospitality center. Whether it be 

apples or doughnuts, pickles or pizza, we 

are trying to make it easier for patrons to 

buy—the large size. 

•Mr. Marks is manager of the confectionery deportment 

and purchasing agent in chorgc of the 

storeroonr\ Jefferson Amusement Co. 

It's a fact— proved 

in 

theatre after 

tfieatre— More people 

stop and buy popcorn 

wfien it fias the butterlike 

flavor and color that 

comes only from 

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BOXOFFICE : 

5. 1956

nent spot on the concessions stands. Both 

25 and 30-count pickles per gallon were 

tested, with the final decision for the 25- 

count to sell for a dime. 

At Commonwealth's houses the pickles 

are displayed either in the jar or on an icetilled 

plastic tray, and Muhmel recommends 

the use of both. 

•Our experience so far," Muhmel says, 

•indicates pickles sell much better when 

displayed in a plastic dish with ice. Pickles 

displayed in ice look much better than 

m the original jar, and they are cold, too! 

The jar and the dish should always be 

kept full of pickles, and ice added as 

needed." 

SPECIALLY DESIGNED BAGS 

Commonwealth attendants remove the 

pickles from jar or tray with tongs ana 

place them in a glassine bag to hand to 

the patron. At first a plain bag was used, 

but then Muhmel and Bamford of Fox 

Midwest got together on the design of a 

Pickles are a popular item with patrons of the Regent Theatre, Kansas City, Mo., and are displayed in both bag with ••Ml-. Pickle" on them. The clever 

the gallon jar and in a plastic dish on top of ice. A young patron enjoys a juicy bite of a "Chilly Dilly" pickle man should be a real sales stimulator. 

which has been placed with tongs into a glassine bag. Note, at right, display of hard boiled eggs for a dime. He's named "Chilly DiUy." 

This is a brand new item at the Regent, but the second week 77 dozen were sold. They are prepared as The two concessions heads also coUaboi-ated 

on a special counter sales card with 

needed on the electric coffee grill which may be seen on the back wall. 

a cutout where the gaUon jar fits. 

Various signs were made up for the 

Commonwealth houses, such as: "Ti'y 

Pickles and Popcorn, " "Aie You Married or 

THEATRES ARE IN A PICKLE m Love—Ti-y Pickles and Popcorn," all 

sorts of zany messages which tickled the patron's 

sense of humor and created the 

-BUT A PROFITABLE ONE! 

desire to purchase. 

Some theatres put a sign reading "Chilled 

Dills" 

New Concessions Item Clicks 

beside 

With 

the ice-filled trays of pickles. 

Patrons 

In Commonwealth's case, the pickle story 

is in reverse. It is the increasing sales of 

rROFiTwisE, pickles are in line with gets up and goes to the stand to buy one," pickles in indoor houses that has caused 

popcorn." says Fi-ank Bamford, head of Miss Wesson says. 

Muhmel to urge its drive-in theatres—all 

concessions for Fox Midwest Theatres, and Last December, Fi-ed Muhmel, head of 36 of them—to go "all out" in merchandising 

pickles. 

as everyone knows, that's saying something concessions for Commonwealth, started out 

Pickles are the second item, following with pickles in a couple of houses, one of 

upon the heels of hot dogs, to invade the indoor 

theatre concessions after proving pickles were being sold in 35 of the cir- 

In the circuit's warehouse it is now stock- 

them Kansas City's downtown Regent. Soon 

SELL KOSHER AND REGULAR DILLS 

themselves in drive-ins. 

cuit's theatres, and had earned a permak 

Dill-y of an Idea' 

per gallon. This figui-es at .036 each pickle, 

ing Kosher dills in addition to the regular 

As far as is known, it all started two years 

diU because so many exhibitors asked about 

ago when Louise Wesson, concessions manager 

for Video Theatres, found herself with 

gallon jar, and will cost the theatre 90 cents 

them. Both dills are packed 25-count per 

a large inventory of dill pickles when the 

drive-ins closed. What to do with them? 

to be sold for a dime. For variety it is 

It looks as though the rattle was about to be 

Ti-y them out in Video's conventional theatres, 

she decided. So each concessions stand 

the regular and Kosher dills. 

superseded by the crunch. At the movies, we recommended that the theatres offer both 

soon displayed a gallon jar of pickles. 

Those citizens who have objected, silently or Muhmel reminds all managers to reinforce 

an effective pickle display with plugs 

The result was a real surprise. Patrons vociferously, to the rattle of popcorn socks and 

went for the pickles so avidly that it was candy wrappers during a movie can prepare on the public address system, and to be sure 

quickly decided to make the item a standard 

one for indoor concessions. They be- 

to their viewing: the juicy munching of a dill to all theii- customers. 

themselves for another different accompaniment that concessions attendants suggest pickles 

came not an "extra" item, but an "asked pickle. 

"Pickle-on-a-Pike" is the name given to 

for" delicacy. Reports are that Video now Three theatres in Ponca City, Okla., are selling a big dill pickle, with a meat skewer stuck 

is moving 1,000 gallons a month, and the dill pickles, with napkins, to their patrons, according 

to a story in Food Engineering. These 

into it, by Bob Walter of the Tri-State 

non-garlic dills are purchased in 1,000 case 

EHive-In Theatre, Joplin, Mo. This pickle 

lots. 

snacks have proved so popular that in one movie 

is a larger one, costing 95 cents per 20- 

theatre 100 gollons of pickles ore sold per month. 

At the Video theatres, pickles are sold for 

count gallon, or a unit cost of .0475 cents. 

ten 

Whether the pickle will ever replace 

cents. 

popcorn 

They are displayed on the 

Walter sells them for 15 cents each, giving 

as standard cinema fare, we doubt. But this is a 

counters in the jars, and removed with a 

gratifying example him a food cost of 31.6 per cent, which is 

of our love of individuality, 

fork by the attendant, placed in a napkin and shows a commendable okay. He reports that the purchasers desire to cater to the 

are almost 

100 per cent girls, that the "Pickle-on- 

or cellophane bag and handed to the customer. 

whims and fancies of the great, movie-going public. 

In fact, it's a dill-y of an idea! 

a-Pike" seems to be a fad among the 

Does a patron sitting next to someone 

— younger set in his town. 

Illinois State Register 

eating a pickle object to the odor? "No, he 

Fox Midwest has been in the pickle busi- 


: May 

Save That Pickle Juice . . . 

. . . It Adds Zip to Drinks! 

We couldn't believe it when we heard that 

Pickle Cokes were going over big in Sayre, Okla., 

so we wrote to George Stovall, owner of the 

Stovoll Theatre where the innovotion was created. 

Here's his onswer: 

"We have been selling dill pickles at our 

concessions, and this all started one day o year 

or more ago, when a boy ot obout 12 years 

walked up to the concessions and asked tor a 

Coke and asked the lady at the concessions to 

'put some ot that pickle juice' in his Coke. She 

did, and in a few minutes he returned to the 

concessions and wanted another Pickle 

Coke. So 

it went from there. 

"We have a quart bottle, with a long neck 

on it with a deal they use for snow cone flavors, 

to put the pickle juice in the Coke. We put 

about teaspoonful in a nine-ounce Coke 

some will want about half if you will give them 

that much. It's just as if you went to the drug 

store ond asked for a cherry Coke. There is no 

advance in price for the Pickle Coke, it is just 

another way of pushing sales with something 

you would otherwise pour out. 

"We have a sign on the quart bottle reading 

Try Our Pickle Cokes' Adults want to know 

what a Pickle Coke is—with their noses turned 

up. Then we give them a sample, and when 

you see the smiles on their faces when they get 

that delightful dill pickle flavor, it is something 

to talk about! 

"About 10 per cent of our patrons ask for 

Pickle Coke. You have to watch, or you will 

run out of pickle juice, for some will want all 

pickle juice in a cup of ice. It is really the most 

tolked-about item around our concessions. 

"This hos increased our sales of drinks, as patrons 

ask for it in orange and Dr. Pepper as well, 

and the juice is just something that would be 

wasted if we did not use it in the drinks." 

ness only about 11 weeks, but has foimd 

that the dills move surprisingly fast and is 

very pleased with the operation. Pickles now 

are being sold in 14 Kansas houses. A regular 

dill in 30-count gallon jars is sold at ten 

cents. The dills cost from 80 cents to $1.25 

a gallon. 

The gallon jars are displayed in the before-mentioned 

cutout coimter sales card. 

and pickles are removed with tongs and 

placed in the "Mr. Pickle" glassine bags. 

When not on display the pickles ai-e kept 

in the cooler. 

At the Granada Theatre, a Fox Midwest 

dowTitown house in Kansas City. Kas.. 

Manager Chuck Barnes has "Ye Olde Pickle 

Barrel" on the concessions stand. A brand 

new barrel, standing 30 inches high, was 

purchased, sanded down and shellacked. 

The barrel bands and lettering are in 

bronze and a papier-mache pickle is attached 

to the top and hangs down against 

the side of the barrel. Pickles sell for a 

dime, and according to Barnes there artonly 

one or two ten-cent candy items that 

exceed the sale of pickles! The volume 

is terrific, he says. 

A WAX-COVERED PICKLE 

Another variation on the pickle theme is 

the "Peter Piper," wax-covered Kosher dill, 

introduced by Regal Poppers. The thick 

wax coating is said to be able to preserve 

the pickle for two years—not that it i:, 

necessai-y the way movie patrons have taki u 

to the pickle. The coating also retains all 

the natural juices and no refrigeration is 

necessary. The wax is easily peeled off. a 

portion at a time, leaving the remainder 

as a di-y, drip-free holder. 

This pickle is displayed in a cardboard 

box, with appropriate advertising, holding 

a minimum of nine and a maximum of ten 

pickles. It's a novel idea, but according to 

George Kopulos of Plegal. its higher cost, 

of approximately five cents, makes the dime 

sale less profitable. Most theatremen prefer 

the regular Kosher dill in the 30-count 

pack. 

Reports coming in from various parts of 

the country indicate that the pickle idea is 

spreading, and that is not all. George StovaU, 

Stovall Theatre, Sayre. Okla.. has even 

found out how to make a profit from the 

juice! 

Stovall has introduced "Pickle Cokes" to 

his patrons. A Pickle Coke is a regular 

Coca-Cola with a spoonful of pickle juice 

LET'S 

"Ve Olde Pickle Barrel" prominently diiplayed on 

the concessions stand, together with "Chilly Dilly" 

signs spurs pickle sales at the Granada Theatre, 

Kansas City, Kas. 

Only two dime candy bars outsell 

the mouthwatering ten-cent pickle. 

added before stirring . . . that's all. The 

folks in Sayre like it—and it might go over 

in other spots. Maybe it would be a good 

idea to start saving that juice. 

Hot dog bags come in several sizes 

to fit 

all present equipment. There is a slit oneside 

bag to handle grilled hot dogs which are 

sliced down the long side, for instance. The 

slit creates a boat container and helps 

eliminate use of paper napkins. 

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Should Last the Life of 

Your Drive-ln. 

This is the clever "Mr Pickle" glassine bag which 

was designed by Frank Bamford of Fox Midwest and 

Fred Muhmel of Commonwealth. Besides providing 

a protective wrapper for the pickle it has sales 

appeal. 

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Drive-ln Theatre Equipment 

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BOXOFFICE : 

5, 1956

Battery of Vendors Sells on Theatre Mezzanine 

Fire Institute Has a Quiz 

CAHDV 

HOT POPCORN 

On Theatre Safety Rules 

The Fire Institute of New York, national 

fire safety group, has prepared the following 

quiz on safety in theatres: 

fire 

• Is the theatre regularly inspected for 

hazards? 

• Is the location of the nearest fire 

extinguisher, alarm box and fire hose 

known to every employe? 

• Do your employes feel confident in the 

knowledge that you are doing everything 

possible to intelligently and responsibly protect 

them from fire? 

• Have all members of the working staff 

been shown proper usage of fire alarm and 

fighting equipment available to them? 

Customers seated above the mam floor at Loew's Theatre, Rochester, N. Y., need not leave the mezzanine, 

for instant is refreshment service provided by this unusual battery of cold drink, candy, cigaret and 

hot popcorn vending machines. Designed under supervision of Manager Lester Pollock, the unit attracts 

new refreshment customers with a transparency display that flashes on and off above the five vendors. 

is in The refreshment area decorated restful blue and gray and lighted with neon tubing, providing a 

pleasing setting for purchase and enjoyment of products of the dispensing units. Careful planning of 

the area is attested by of closet to left placing a of the cool drinks machine with space at top for syrup 

storage at for and bottom cup disposal. A second closet, at right side of the popcorn machine, serves 

as storeroom for candy and popcorn. Starting from the left, the vendors are a Cole-Spa, Cole Products 

Co., serving Coca-Cola, lemon-lime and grape; both candy machines are Univendors, Stoner Mfg. Co.; 

cigaret vendor, Rowe Manufacturing Co.; Austocrat popcorn machine, Landis Manufacturing Co. 

• Is the responsibility of fire surveillance 

designated to specific members in your 

employ? 

• Are "No Smoking" rules relaxed to the 

point of being an actual menace? 

• Are inflammable paint cans and kerosene 

containers, etc., properly and safely 

housed, away from the danger of a flicked 

cigaret butt? 

exits 

• Are the burnt-out bulbs denoting fire 

quickly replaced? 

• Are all obstacles removed from the 

approach to 

these exits? 

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Local service on syrups and 

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The fame of

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on the cu p!

1P. V 

Net Profits on Penny Sales of Candy and Nuts 

Range Up to 75 Per Cent In Test Situations 

By GEORGE F. EBY* 

One end of the vending business now 

largely overlooked in theatres is the penny 

sale of bulk candy and salted nuts. The 

individual sale is small but the profits are 

big. Pennies collected by these vendors soon 

make up that great big dollar, and about 

65 to 75 per cent of it is net profit. How 

most members of the theatre trade have so 

completely overlooked such very interesting 

profits amazes us. We started wondering 

why—and decided it was because the profit 

of such sales of bulk candy and salted nuts 

had not been brought forcibly enough to 

your attention. 

This is a portion of your candy business 

where you have complete control of the 

margin of profit. Yet, most of the industry 

has completely ignored its possibilities. 

There are no tricks and there is no magic, 

but the profits are there as you will see. 

You may purchase candy for 24 to 30 cents 

per pound and sell it through vendors for 

80 to 90 cents per pound and still give a 

Eby with the vending Ferr( 

liberal portion for a penny. 

Basically, your customers for these items 

will be youngsters up to about the age of 

18. Many older folks buy certain items 

when available, such as Cimiamon Imperials, 

Licorice Gems or Boston Baked Beans. 

FIGURES ON PROFITS 

Below are some concrete examples of 

just what bulk vending of candy and salted 

nuts can do for you. Our figures are taken 

from the sales records of a supplier who 

sells both candy and equipment to the 

theatre trade as well as to other trades. 

We can and will supply the name of the 

party who compiled these figures if you 

wish to write us. The figures follow: 

Theatre No. 1 

Year Amt. Purchased Gross Sales Net Profit 

1953 $ 569.01 $2,276.04 $1,707.03 

1954 $ 595.22 $2,380.88 $1,785.66 

1955 Est. $ 674.91 $2,699.96 $2,025.05 

Theatre No. 2 

1953 $ 38.25 Part Yr. $ 153.00 $ 114.75 

1954 $ 292.83 $1,171.32 $ 878.49 

1955 Est. $ 417.40 $1,623.30 $1,205.90 

Theatre No. 3 

1953 $2,003.88 $8,015.53 $6,011.64 

1954 $2,018.67 $3,074.68 $6,056.01 

1955 Est. $2,250.47 $9,400.80 $7,150.33 

No, 1 used but five multiple vending units. 

No. 2 used two units the first part year and 

added three the second year. They have 

just purchased five more units. No. 3 had 

17 vending units at our last inquiry. 

These revenue figures represent machines 

in all types of theatre locations but experience 

show£ that neighborhood locations 

This compact penny vendor offers a selection 

of two kinds of candy or one candy 

and salted nuts. It is made by the A.M.S. 

Co. Specially manufactured lines of 

candies are available for the bulk candy 

penny vendors. 

for penny sales by these vending machines. 

In the majority of cases, theatre chains 

or service companies purchase the vending 

machines outright. In Chicago they are 

operated by an operating company on a 

percentage basis. 

If you are not using this type of equipment 

in your theatre concessions operation, 

it may be that someone has failed to see 

the possibilities in bulk vending sales 

through equipment such as pictured and 

described here. These sales in no way interfere 

with sale of five, ten or 25-cent 

merchandise. This is just added profit. 

It is getting those extra pennies you have 

not been getting. A quote which fits well 

in this case is, "save the pennies and the 

dollars will take care of themselves." E>o 

not overlook that penny sale. Only penny 

vendors were used by those whose figures 

are given in this article. 

Nemec, 

SMPTE Executive, 

Resigns to Open a Service 

Boyce Nemec, executive secretary of the 

Society of Motion Picture and Television 

Engineers since 1947, has resigned, effective 

June 15. Nemec will open a management 

consulting service, specializing on 

problems of corporate structure, cost analy- 

will do the best business. The vendors are sis and market studies in the motion picture 

and television industries. He is inter- 

in use in cities of all sizes, including Detroit, 

Baltimore, Chicago and such North national secretary for motion pictures of 

Carolina towns as Canton, Sparta and West the International Standardization Organization. 

Jefferson. 

Penny vendors may be wall mounted or set on stands 

especially designed for them. While the penny sales 

in no way detract from sate of higher-priced concessions 

items, they add up to a desirable portion 

of the theatre's over-all refreshment sales. This 

machine is in the Imperial Theatre, Chicago, and is 

demonstrated by D. Perrella Ferrara Candy Co. 

INEXPENSIVE EQUIPMENT 

Our equipment is made by the A. M. S. Co. 

Both the vendors and stands on which they 

may be stationed near the theatre concessions 

are low cost, the vendors costing approximately 

$25 and the stands around 

$8.50. As a rule the vendors are located on 

the wall near the candy counter or placed 

on a stand next to the candy bar and soft 

drink vendors. Our own company manufactures 

a line of candies made especially 

Appointment of Miss Sue Grotta as director 

of press relations for SMPTE has 

been announced by Nemec. The recently 

formalized program of public infoi-mation 

to be directed by Miss Grotta will be aimed 

at keeping SMPTE contributions in film 

and TV fields before motion picture and 

television executives, businessmen, engineers 

and trade journal editors. Miss 

Grotta also will aid science and technical 

writers to insure accuracy and clarity in 

articles and news stories. 


: 

May 

Hot dogs, hanibiirgcrs, and a variety of hot 

HOT SANDWICHES 

REAUy-TD-GO 

foods can be prepared in advance and placed 

in Toastniaster Hot-Food Servers for quick 

and easy service. 

Thanks to exacting humidity and thermostatic 

C(5ntrol, 

hot sandwiches and other cooked foods 

stay appetizingly fresh and delicious for hours! 

Gleaming stainless steel exterior and drawers provide 

the ultimate in food sanitation. Drawers 

glide all 

the way open for access to food. Clo.se 

silently and securely at the touch of a finger. 

No installation expense— operates on standard 

115 volt. Just plug it in wherever you need a 

handy food station. 

Ask your food service equipment dealer to 

show you how the new "Toastmastcr"* Hot-Food 

Server can speed service and end food waste in 

your operation. 

3-DRAWER 

MODEL 

$385,001 

TOfl^TMflSTER 

HOT-FOOD SERVER 

McGraw Electric Company. Elgin. lUinois. © 1956 

AMERICA'S FINEST FOOD SERVICE EQUIPMENT 

Waffle Bakeri Bun Toojiers Automotic Toasters Hot-Food Servers 

TELL ME MORE! 

TOASTMASTER PRODUCTS DIVISION 

McGraw Electric Compony, Elgin, Illinois 

Please send more details abouc Toastmaster Hot- Food Servers. 

My Name 

Name of Business 

Address 

City Zone. .State 

lightly higher in Pocif 

Mv Dc.ilcrs N.imc 

BOXOFTICE : 

5. 1956 23

J MT FRYING MANUAL 

This electric fry 

kettle preheats to 

operotirtg t e m- 

perature in five 

minutes. 

Direct 

heat from immersed 

C a I r o d 

units restores heat 

rapidly alter 

foods 

Semi - 

are loaded. 

automatically 

drains and 

strains fat. Capacity, 

28 pounds 

of fat. Tradename, 

Mark 3/3; 

manufac t u r e r, 

Hotpoint 

Floor 

Co. 

general 

servings of 

model gasfired 

kettle produces 

1 15 individual 

all-purpose 

frying per 

hour. 

controls 

Automatic 

and firesafe 

construction 

are features. 

Heating 

tubes 

convenient 

through 

provides 

drain 

pan. Fat capacity, 

37 '2 pounds. Circular 

gas burner 

heats entire 

frying zone. Manu 

f a c t u r e d 

Magic Chef, Inc. 

by 

The ABCs of Deep Fat Frying . 

New Kettles, Special Formula Fats, Exact Techniques 

Make Possible the Perfect Product, Everytime 

By I. L THATCHER 

Time was, when potato chips or potato 

sticks in wax bags constituted the 

drive-in concessions' nod to the Frenchfried 

delicacy. Now, however, the succulent, 

delicately browned product of the deep fi-y 

kettle, with its enticing aroma, runs the 

gamut from French fries, chicken, sea foods, 

fritters, croquettes, onions and doughnuts 

to the latest innovation, corn-on-the-cob. 

delicious odors emanating from the kettle, 

and the fact that fried foods are universally 

popular points to heavy sales and 

substantial profits. 

Now that the deep fried foods constitute 

a major portion of the concessions offerings 

greater heating 

in most drive-in theatres, it is time that 

efficiency and 

exhibitors and their concessions managers 

saves in fuel. 

learn the ABCs of deep fat frying, for sales 

Tradename, Pitco 

will continue to be good only so long as 

Frialator; manufacturer, 

J. C. 

the product is good. 

Pitman & Sons. There is no reason why the product 

should not he perfect every time. A principal 

contributing factor to this happy situation 

is the development of equipment especially 

designed for deep frying. In the days when 

Special feature of potatoes or other items were merely immersed 

in a pan of any old kind of fat, with 

this deep fryer is 

that it is completely 

devoid of 

uncontrolled heat and guessed-at cooking 

time, the product frequently emerged soggy 

tubes, plumbing, 

or overdone and highly indigestible and unpalatable. 

The second most important de- 

etc., that complic 

a t e cleaning. 

Large drain velopment to the end of producing the perfect 

product was the creation of fats spe- 

valve provides 

quick access to cially processed for deep frying. 

WHAT TO LOOK FOR IN FRY KETTLES 

"Control" is the secret of the automatic, 

electric fry kettles which make perfection 

of product possible. All makers of this 

equipment offer accurate thermostat controls, 

which prevent scorching of fat, the 

principal reason for fat breakdown. Even 

heat distribution is provided by the electric 

elements which apply heat directly and 

uniformly right into the fat. There are no 

hot spots. These especially designed fryers 

Deep fat frying is "exhibition cooking" also give rapid recovery Uhe time it takes 

at its best, for patrons are "sold" as they 

watch the cook at his work and smell the 

Automatic electric fry kettle with fat 

capacity of 37-40 pounds. Frying area is 

18x12 inches. Only 11 minutes required 

to preheat to 400". Turns out 60 pounds 

of French-fried potatoes per hour—oneoperation 

method; blanch only, 77 pounds; 

brown only, 200 pounds (raw weight). 

Tradename, Aristocraft; manufacturer, 

Griswold Manufacturing 

Li 

Co. 

A one-piece fry 

pot, automatic 

overflow well and 

heavy duty thermostat 

are offered 

in this gasfired 

floor model 

kettle. A pat- 

"Fat 

ented 

Mizer" filters fat 

while foods are 

being fried. Available 

in various 

f a t 

capacities. 

Tradename, 

Super - Chef; 

Super-Chef Manufacturing 

Co. 

A smartly styled electric counter model 

with fat capacity of 15 pounds with large 

overflow capacity. This one has automatic 

heat control with dependable thermostat, 

and has swing-out elements leaving 

only one-piece drawn steel kettle for 

ease of cleaning. Tradename, Star- 

Master 101; Star Manufacturing Co. 

Electric fry kettle for heavy frying loads, 

has 60-pound fat capacity. Features thermostatic 

control with heavy duty contactors 

in closed compartment in base. 

Quick preheat and quick recovery under 

continuous loading. Cover furnished for 

in use idle hours. Tradename, Akron; 

manufacturer. Associated Products, Inc. 


Spell Exhibition Cooking' 

the fat to return to pre-set temperature 

i 

after food has been put into it . It is so 

rapid that there is no waiting time, and 

the fat is always ready for another load. 

Large heating areas and compact and attractive 

design, in both floor and counter 

models, also are features of all makes of 

electric fryers, as well as economy in fat 

savings. They have seamless fat wells to 

eliminate dirt-catching crevices. Capacities 

range from 12 to 25 pounds of fat. with a 

12-pound unit turning out 18 pounds of 

Pi'ench fries per hour, a typical 15-pound 

kettle producing 25 pounds per hour and 

the 25-pound fryer, 36 pounds per hour. 

This refers to complete frying, both blanching 

and browning. 

It has been found that the electric fry 

kettles cook four times as much food per 

pound of fat, and since they use from 40 

to 60 per cent less fat, there is less fat replacement 

than with old-fashioned frying 

equipment. 

Because of ample electrical ratings, from 

around five to seven KW, the electric kettles 

pre-heat to 350°P. in from 6Vz to 8 

minutes. 

In addition to these general features 

offered by electric kettles, drive-in exhibitors 

may select from further refinements. 

Some have removable fat wells for cleaning, 

others have front fat drains, another offers 

"swing away" immersion elements, and 

still another, "lift out" elements. All of 

these features make for easy cleaning, and 

maintenance is further simplified by the 

fact that no carbon-producing fuel is 

burned and there are no orifices to become 

clogged. 

There are gas-fired floor model deep fat 

fi-yers available which can operate with 

manufactured, mixed or natural gas and 

also with liquified petroleum gases. One of 

these, which has proved itself 

in the drivein 

theatre field, has a capacity of 115 individual 

servings of general all-purpose frying 

per hour. The versatility of the fryer 

allows the operator to handle breaded foods 

as well as F^-ench-fried potatoes, a desirable 

feature where chicken, shrimp, etc., are on 

the menu. This fryer will produce Frenchfried 

potatoes, about 45 pounds (raw 

weight) per hour from raw to finish: for 

blanching only, about 85 pounds per hour: 

for browning blanched potatoes, about 150 

pounds per hour. 

Gas, fat and labor savings are featured. 

as well as automatic controls and fni'-safc 

construction. 

Another gas-fired fi-yer has a "snapaction" 

thermostat designed to pre-heat in 

minimum time and recover temperature 

quickly in heavy operation. The circular 

burner, with an approved American Gas 

Ass'n rating of 65.000 BTU, surround 

the lower level of the vat, thus heatin« Hk 

entire frying zone area. Automatic lighlinc 

with complete assurance of safety shutofl 

is featured, and the fryer has been approved 

by AGA for installation on nonfireproof 

floors. 

Especially noteworthy is the fact that this 

deep fat fryer has a vat completely devoid 

of tubes, plumbing and other obstructions 

that could complicate the cleaning process. 

A large drain valve provides quick access 

to a convenient drain pan, enabling safe 

draining and handling of hot fat. 

It is recommended that this unit be installed 

under a vented hood. 

SELECTING THE FAT TO USE 

Deep frying requires specially processed 

fats for best results. These include hydrogenated 

fats processed from cotton.seed, 

soybean or peanut oils, as well as from 

animal fats, hydrogenated lard and stabilized, 

high smoke point lard. Chicken fat 

has a high smoking point, but is a fragile 

compound with a high moisture content 

which will not stand up under rugged frying 

conditions. However, if a drive-in concessions 

sells a great deal of chicken, and 

has the fat as a by-product so it can afford 

frequent replacement it is not a mistake to 

use it, especially for frying more chicken. 

The fat should be bland in taste so it 

will not impart off flavors to foods, and it 

must have a high smoking point, well above 

the recommended frying temperatures, because 

when it reaches its smoking point it 

begins to break down and becomes indigestible. 

Even in normal use, the composition 

of the fat changes and the smoking point 

becomes lower as it is used, requiring replacement. 

Other features to look for in a cooking 

fat are maximum resistance to rancidity 

and resistance to gumming of frying equipment. 

There are a number of reputable 

manufacturers of fats for deep frying which 

meet these various requirements, and it is 

Continued on following 

page 

An entirely new electric counter 

line 

of cooking equipment, finished 

in bright chrome with red and gold 

trim, features a fast-heating, immersiontype 

heating unit, thermostatically 

controlled. The line includes 

griddles available in 18-24 

and 36inch sizes, 

food warmers in 

two sizes and hot plate with 

"monotube" heating units for 

faster, even heating. Made by 

Vulcan-Hart Manufacturing Co. 

Here's a Tested Formula 

For Deep-Fried Chicken, 

A Drive-In Specialty 

Deep-fried chicken-in-a-ba,sket is one of 

the most popular items served at drive-in 

theatre concessions featuring complete 

meals. Served with French fries and garnishes, 

and usually with a buttered bun. 

this dinner brings from 65 cents to $1.25, 

depending upon the number of pieces of 

chicken served and the area of the country 

in which the drive-in is 

located. 

Here is a tested formula for deep-fried 

Yield: 

FRIED CHICKEN 

(Flour Coating) 

100 portions 

Ingredients Weights Amounts 

Chicken, frying, full drawn 100 lbs. 25 

Flour 4 lbs. 1 gollon 

Salt 5 oz. 10 tbsps. 

Pepper 1 oz. 2 tbsps. 

Method: Prepare chicken for frying. Cut in half, 

through length of body or into quarters 

depending upon size of chicken. 

Mix together, flour, salt and pepper. 

Dredge or roll chicken in flour mixture 

Cover completely, shake off excess flour. 

Fry in deep fat. 

Large pieces or half small 

chicken 350' F 10-15 min 

Chicken, small pieces 

or quarter chicken 365 F 7-10 min 

Chicken, precooked 365 F 3- 5 min. 

Variations: Breading or batter coating. 

chicken published by Electrical Information 

Publications, Inc. 

For fast service, chicken can be blanched 

ahead of time and stored in the refrigerator. 

The Wes.son Oil and Snowdrift Sales 

Co. recommends that the prepared chicken 

pieces be thoroughly dried, dredged in the 

flour, salt and pepper mixture and blanched 

at 325'F. until cooked through. This is 

usually about 15 minutes. The chicken is 

then stored in the refrigerator until near 

time for frying when it is removed and 

brought to room temperature. The brownoff 

period takes only about three minutes 

in fat at 375°F. 

BOXOFFICE 25

. 

J FRYING MANUAL 

/i .ilea for the concessions managei'lt 

ro discuss with food purveyors the 

pe that will be best suited to the opera- 

(b) have the foods free from an excessive 

amount of moisture; 

lo bring the foods to room temperature 

before frying. 

FOOD PREPARATION AND FRYING 

• For uniformity, fry pieces of similar 

size at the same time. 

Many drive-in concessions managers have 

• In general, small pieces should be 

found it more profitable, through exact 

fried at higher temperatures than large 

portion control and economy in labor, to 

pieces. 

buy prepared potatoes, onions, chicken, 

shrimp, etc.. all ready for the fryer. There • Serve immediately after frying. 

Further tips on deep frying are given 

is another reason for this, and that is the 

breading for chicken and sea foods. For a in a booklet published by Hotpoint Co.: 

breading that is suitable for one kind of • To protect fat, do not hold at high 

seafood may be entirely wrong for another, temperature when not in use. 

and no two foods from the sea taste alike. 

• When breaded foods are prepared, 

This means, that the concessions operator 

strain the fat frequently. 

would have to buy or make up several types 

of breadings. 

• Maintain fat at proper level in the 

Breadings also should be light in flavor 

fry kettle. Add fresh fat as needed. 

as well as in amount, and should accentuate 

• Never salt foods directly over the fat. 

rather than dull the flavor of the food. 

Salt in the fat reduces its life. 

The professional purveyors of prepared • Discard fat as soon as it tends to 

foods are adept at this. 

For the benefit of drive-in concessions 

where the food is prepared in the drive-in 

bubble excessively before food is added . 

or when gummy film collects on the fry 

basket or heating unit. 

kitchen. The Proctor & Gamble Co. offers • At least once a day, cool a small 

the following suggestions on preparation amount of fat and taste to see if it has 

and cooking 

picked up foreign flavors. 

• Before frying 

• Be sure your fat temperature is correct 

have foods free of excessive crumbs; 

(a) 

for the product you are frying. 15° 

HANDY ELECTRIC FRYING CHART

ELECTRIC KETTLE MAINTENANCE 

"Three little words tell the whole essential 

story of fry kettle maintenance: 'Keep 

it Clean!' And that's easy with a modern 

electric 

kettle," says Electrical Information 

Publications, Inc. "Like this: 

'At least once a day. empty the kcttlr 

and flush out any sediment, crumbs and 

the like which may have collected at the 

bottom. If you use water for flushing be 

sure kettle is absolutely dry before you 

strain warm fat back into it. Some operators 

recommend using the hot fat itself 

for 

flushing. It will pay to use a filter for 

cleaning the fat. See special article below, i i 

"At least once a week, drain out fat, fill 

kettle full of water, add a non-corrosive 

cleaning compound and boil. Drain and 

rinse with hot water .several times. Add a 

little white vinegar to one rinse. Wipe 

absolutely dry. 

"Put these things on a routine schedule 

and insist that the schedule is followed, 

Continued on page 29 

Daily Filtering of Fat Saves Money Where It Counts! 

Filtered Fat Lasts Longer and Mechanical Filters Make the Job Easy 

The quality of your fried foods can 

never be better than that of the frying 

fat 

itself! 

WHY FATS SHOULD BE FILTERED DAILY 

RegardSess of what fat or oil 

you use, 

strain and filter it at least once a day. 

Fat life will be greatly extended. Taste 

and odor transfers will be kept to a minimum. 

Easier to maintain food quality. 

c 

Mechanical filters are being used in 

ever increasing numbers as operators 

realize the vital importance of clean frying 

fat. 

By TOM MURPHY* 

Sweet tasting, uniform, high quality 

deep-fried foods can only be obtained 

with clean fat. Daily filtering of fat 

keeps it clean and sweet. 

As fat is being used it becomes darker 

due to food particles left in the fat 

during frying. These impurities not only 

transmit tastes and odors to the food 

but also are the cause of the complete 

breakdown of edible oils. 

Once a day. The fat in a fry ke.tle 

should be carefully filtered at least once 

a day. If you are frying a great deal of 

breaded food, it would be well to strain 

the fat oftener. The breading which 

falls off the food and stays in the fry 

kettle after the food has been removed 

will have a tendency to scorch and contaminate 

all the fat in the kettle. 

Mechanical fat cleaners and filters 

are highly recommended for the best 

cleaning job. At least two electric fry 

kettle manufacturers now include filters 

and cleaning equipment on their latest 

models. 

Easy to use. The cleaning procedui-e 

with equipment designed specifically for 

this purpose is so simple that anyone 

can use it successfully. 

All you do is: 

1. Stir specially prepared powder which comes 

with the filtering equipment into the hot fat 

in the fryer.

-^ FAT FRYING MANUAL 

HE ART OF PREPARING FRENCH FRIES 

3. Care in preparing potato pieces. 

4. Choice of right frying fat. 

5. Proper frying technique. 

6. Pi-ompt serving of the potatoes after 

frying. 

7. Care of the frying fat. 

It is not necessary to soak the peeled 

potatoes unless it is necessary to use extremely 

soft, spongy, withered potatoes. In 

that case the soaking will firm them up 

and help to produce a better product. The 

chief reason for soaking, otherwise, is to 

keep the potato pieces from turning brown 

between slicing and frying. There are preservatives 

on the market which make the 

THAT ARE CRISP, GOLDEN, APPETIZING 

soaking unnecessary, but where potatoes 

have been soaked they should be drained 

Helpful Tips to Insure Consisfent Good Quality 

or shaken dry before fi-ying, to prevent 

excessive bubbling and any drop in temperature 

of the frying fat. 

fRENCH FRIES aie an all-American have a few "off quality" spuds which Proper Frying Techniques—Balance the 

favorite, and the fact that the largest crop should be discarded. A few bad ones may amount of fat in the frying kettle against 

of potatoes since 1950 is reported, should cause a whole batch of French fries to the amount of potatoes to be fried. Evei-y 

make them a particularly profitable item look bad. Mold spots, if not cut out, will 

kettle is designed to fry economically a 

for drive-in concessions. However, to keep give dark spots on the Fiench fries, spoiled given amount of Pi'ench-fried potatoes. 

the patrons coming back to the theatre for 

Usually the ratio of fat to the sliced potatoes 

sections will give an "off" flavor and 

more, concessions managers must insist frozen potatoes will produce black streaks. 

about ten one. the kettle is 

upon maintenance of highest quality. There Never use dried, shriveled potatoes. 

is to If 

overloaded, there vnll be an excessive temperature 

are a number of factors which enter into In peeling, be sure that all traces of 

drop during frying and the F^-ench 

the production of Fi-ench fries which have skin are removed and the eyes and other 

will be greasy, as they will be held at 

fries 

a crisp, golden brown surface, a mealy, blemishes are cut out. The potato pieces lower temperatures for longer times. 

well-cooked inside, no hint of greasiness should be cut of a uniform size so that all The frying time should be adjusted to the 

and no burnt or scorched flavor. 

will be cooked at the same time. Pieces having 

size of the potato pieces being cooked. Potato 

These factors are: 

a thickness of one-half inch will give 

slices of about one-half inch thickness 

properly proportioned French fries. 

should be put into frying kettle with fat 

1. Choice of potatoes. 

2. Proper storage of potatoes. 

heated to 380°F. Pieces of about onequarter 

inch (Julienne type) should be put 

into the frying kettle at a temperature of 

about 390°P. These temperature adjust- 

SELECTING THE POTATOES 

In the over-all article on deep fat frying, 

the subjects of the choice and care of the 

right frying fat have been covered, so 

this 

section will be confined to the other five 

points. 

The Right Potatoes—If the drive-in 

manager buys the prepared, ready-to-cook 

potatoes from food processors he does not 

have the problem of storage and can depend 

upon a reliable processor to furnish him 

with the right kind of potatoes. However, 

for those drive-ins whose management 

purchases potatoes, it is well to know that 

potatoes should be low in sugar content to 

produce good Fi'ench fries. Too much 

sugar in the potato results in too dark a 

French fry and one that is burnt on the 

outside before being done inside. This is 

the result of caramelization of the sugar 

in the potato. Good Fi-ench fry potatoes 

should be large and smooth with few, if 

any, eyes. 

STORAGE AT 60° 

Potatoes should be stored at 60°P because 

storage temperatures under SOT 

will cause a conversion of some of the 

starch in the potato to sugar which will 

produce caramelization. However, it potatoes 

have been stored at low temperatures 

they may be salvaged by storing them for 

several weeks at 60 °P to 70 °F, for it is 

an odd fact that the higher temperatures 

will reverse the process and the sugar will 

be converted back to starch. 

Preparation of Potato Pieces—Even a 

carefully selected batch of potatoes may 

Photos ond information, courtesy Procter & Gamble 

Careful peeling is an essential in preparing 

quality French fries. While this sample of 

badly peeled potatoes is exaggerated, it shows 

what can happen if the peeling is not carefully 

done. All traces of skin, eyes and other 

blemishes 

must be removed. 

Here's what happens to the finished product 

when the potatoes have been improperly 

peeled. Note how unappetizing the French 

fries 

appear with the blemishes and pieces of 

skin emphasized by the cooking ond browning 

process. A little 

care would have avoided this. 

Here the potatoes have been properly prepared 

with all skin removed, eyes and any bad parts 

cut out. Note that the pieces are of uniform 

size, an important factor for all pieces should 

be completely cooked at the same time. Pieces 

one-half inch thick are recommended. 

This delectable serving of French fries prepared 

from well-peeled potatoes has an even, 

golden brown color with no unsightly blemishes. 

Potatoes of low sugar content ore most 

suitable for French fries as they will not 

caramelize during cooking. 


; May 

ments are important, but may be controlled 

perfectly by using the thermostatic control 

the fried foods business is, that the whole 

operation is so simple, from the preparation 

of foods, to the cooking and serving of 

on the fryer, and bringing the fat to the 

proper temperature before adding the prepaied 

the finished product—thanks to the mod- 

potatoes. 

ern equipment and specially formulated 

Two Prying Methods—There is the fats now available. 

blanching and browning method and the 

"one operation" method. The former produces 

high quality Fi-ench fries and makes 

prepare advance handle 

Carside Service at Drive-In 

it possible to in to 

peak loads. An efficient blanching operation 

is to fry the potatoes for five minutes Increases 

They many 

Concessions Sales 

at 380"F. can be blanched 

hours ahead of finishing, and even stored 

overnight in the refrigerator. They can 

50 Per Cent in Short Time 

then be brought to room temperature and When Manager Arden A. Richards, 

browned off quickly. The browning temperature 

Ci-aigsville Drive-In, Craigsville, W. Va., 

should be the same as for blanch- 

ing. 380'P. Most potatoes will brown up 

experimented with furnishing carside refreshment 

service throughout the evening, 

and crisp properly in two minutes at this 

temperature. 

the sales volume of his concessions items 

quickly increased 50 per cent. Richards was 

prompted to try the extra service to his 

patrons because of the unusual position of 

the concessions stand at the Craigsville 

In the "one operation" method, the raw 

potatoes remain in the frying fat until 

completely done. For most potatoes, this 

requires about seven minutes frying time 

at 380 °P. to produce a good quality 

Pi'ench fry. 

Prompt Serving—In preparation for the 

intermission, the French fries should be 

cooked just as shortly before the break 

as possible to provide for the business rush, 

with fat kept hot for further cooking as 

needed. 

KETTLE MAINTENANCE 

Continued from page 27 

without fail. If these very simple requirements 

are neglected you'll pay for it in 

wasted fat. Eventually you may pay for it 

in lost customers." 

The drive-in exhibitor who has not 

added FYench-fried foods to his menu is 

missing out on one of the most profitable 

angles of the business because they are 

PKjpular everywhere. We have even heard 

of patrons ordering fried chicken or shrimp 

dinners by telephone and picking them up 

at the boxoffice on nights they did not want 

to see the show! And the beautiful part of 

airer. the refreshment center being between 

the screen tower and the first ramp. Because 

of this far forward position, Richards 

was convinced that he was losing business 

from patrons whose cars were parked on 

rear ramps. 

"We use our microphone to talk to the 

customers seated in their cars." explains 

Richards, "requesting them to turn on 

parking lights for the carside refreshment 

service. The customers at once showed 

their appreciation for the convenience of 

such service. Our volume jumped at least 

50 per cent after we put the plan into use." 

Concessions sales boys quickly respond to 

the signal that a patron desires service in 

his car. The order is written down and 

promptly filled by the sales boy at the 

concessions stand. Items of the order are 

carried back into the ramp area on wire 

carrying racks furnished by the drive-in's 

Royal Crown Cola bottler. The carrying 

racks will hold a dozen 12-oimce paper cups, 

and a boy can carry one or two racks along 

with sandwiches in paper bags. 

The concessions stand also draws a 

profitable walk-in trade from patrons oc- 


JtT LaSTH 

10c HOT DRINKS 

CAN BE SOLD 

AT A PROFIT 

IN YOUR THEATRE FROM 

THIS MACHINE 

SERVES A STEAMING CUP . . . 

Of CHOCOLATE (You Make 6

Automatic Photo Machine Profitable in Large Theatres 

For exhibitors who have considered 

installing automatic photo equipment, the 

story is this: The operation can be financially 

successful if placed in an indoor 

theatre, located in a densly populated area, 

and open to the public 10 to 12 hours a 

day. In other words, the "studio" has to be 

in a location where there is considerable 

foot traffic. 

The manufacturer of the Auto-Photo 

Studio, shown at the right, reports that 

many theatres have had success with the 

equipment, notably in the Chicago area, 

but that the average theatre is not open 

enough hours throughout the day. or the 

studios are not exposed to sufficient constant 

flow of foot traffic to make the venture 

profitable for the owner. Taking inta 

consideration the initial investment, installation 

cost, photographic paper and 

chemicals, a Studio must maintain a weekly 

gross of no less than $50, according to 

V. Van Nattan jr. of the Auto-Photo Co. 

As the machine operates on the basis of 

four photos for 25 cents, a Studio would 

require 200 customers a week to reach the 

minimum gross suggested by Van Nattan. 

This minimum can be obtained in large 

m-m mk ein pifits 

/^£IV DRI- SYRUP 

Trade reaction is sensational! 

Whenever Cra mores new DRI- 

SYRUP is tested by the trade, 

the response is unanimous 

for it is the answer to many 

problems! Here at last is a 

DRI-SYRUP with so many important 

advantages which 

mean a more profitable 

drink operation for you. 

And you can depend on 

Cramores new DRI-SYRUP 

for the same uniform high 

quality standard which has 

made Cramores internationally 

known and accepted. 

• JusI add water, ice and serve. 

• Instantly soluble. 

• Uniform flavor. 

• Less spoilage. 

• No breakage. 

• Less storage space. 

• No bottle disposal problems. 

LEMON, PINK LEMON, 

ORANGE, GRAPE, 

GILHOOLEY (Mint) 

CRAMORES CRYSTALS

: 

May 

Heat-and-Serve Barbecue Meat 

Reduces Preparation Time 

Before the Drive-In Break 

Increased popularity of barbecue sandwiches 

among drive-in theatre customers 

contributed to the record world sale of 

James River brand barbecues by Smithfield 

Ham and Products Co. Enough tonnage 

of the James River product was sold to provide 

fillers for 19 million sandwiches. 

Along with increased demands for these 

products from drive-in theatres, the management 

credits the 1955 sales record to a 

continued trend to outdoor eating and living 

on the part of Americans in the postwar 

years, as well as to product quality. James 

River beef barbecue, as well as the pork 

barbecue of the same label, is claimed to be 

in excess of 90 per cent pure meat, with no 

filler or cereal added. This makes the 

Smithfield products economical for the 

drive-in theatre concessions operator to 

serve and provides a filling, satisfying sandwich 

for the theatre customer in return 

for his refreshment investment. 

Ease of preparation for serving is another 

factor that helps create demand for 

the barbecue among theatre concession.^ 

operators. The barbecues are simply heated 

—then served in sandwiches or held in food 

warmers at the concessions stand until intermission 

breaks. 

AMAZING 

This display by Smithfield Ham and Products Co., whose barbecues carry the James River label, was 

a feature exhibit at the third Notional Allied drive-in convention in Cleveland. The exhibit pointed up 

appeal of nine James River Brand products to drivein theatre patrons, along with such sales promotion 

plans as the bicycle giveaway that has been a proven 

business builder. 

IMPROVE YOUR THEATRE 

And You 

IMPROVE YOUR BUSINESS 

lôU-tfniUe HOTDOG BROILER 

s 

^w^ IMPULSE BUYING! 

The Difference is the Amazing Rotisserie Action 

Sells MORE hot dogs than any thing else on 

the market today! Modern as tomorrow, the 

very latest In design and merchandise appeal. 

Rotisserie action rotates 60 hot dogs under 

the magic infro red cooking process . . . 

mouth-watering goodness ready in minutes 

for quick soles. Roto-Grille holds hot dogs 

for 

hours, no deterioration. 

Ideal for big, fast operations down to the 

smallest . . . because this amazing Roto- 

Grille is versatile. Revolving drum is easily 

lifted out for cleaning. Extra drums can be 

employed and pre-loaded for fast operations. 

Seven inch hanging door holds heat in, but 

allows inside accessibility. Bun warmer holds 

2 dozen buns. 115-v A.C. 

Write or Wire for Address 

of Your Nearest Dealer. 

Only THE ge^4êtU POPCORN WARMER 

Offers ox\ Attractive ANIMATION Display! 

Profitable SERVETTE gets you PLUS popcorn 

business . . . greater merchandising features 

that speed up over the counter selling. 

Easy repeat sales with fascinating ai 

tion . . . dazzling animated disploy . . 

popcorn at ALL times ... no more left i 

iu-»M,>^ SERVEMASTER e'^--^^ 

IMWeslUlhSt. • Phone HAtrison 1.4856 • Kansas City 8, Mo. 

BOXOFFICE 

: 

5, 1956

LTD 

TORONTO, 

ieaihe M

: 

May 

I 

Increase Popcorn Consumption 

By Giving Better-Value Packs/ 

Says Bert Nathan, PCA Pres. 

Lily cup$ take top billing 

forfilhyg any theatre needs f 

the 

ICe d u c e 

COST of popcorn at the 

retail level. Give more 

for less." Bert Nathan. 

Theatre Popcorn 

Vending Corp., and 

president of the Popcorn 

and Concessions 

Assn. told members 

attending the organization's 

first annual 

midwestern regional 

Bert Nathan 

sales and merchandising 

held April at Hotel 

conference, 4 

Sherman in Chicago. Nathan presided at 

the afternoon Popcorn Sell-O-Rama program. 

POPCORN THE KING 

"Popcorn is the king of the concessions 

items now," he pointed out, "but you can 

increase consumption by making it available 

in better-value packs. Whether you 

sell a bag or a box, give a fair value in 

quantity and price. In all my operations I 

feature one and one-fourth ounces for ten 

cents, and I am considering increasing the 

quantity for my patrons at no increase in 

price." 

"Let's not price ourselves out of the consumer's 

preference by increased prices," 

Nathan concluded. "High-priced popcorn 

forces patrons to buy other items that are 

not as profitable as popcorn." 

Theatre and concessions operators at 

the conference received the encoui-aging 

assurance of William E. Smith, executive 

director of the Popcorn Institute, that "future 

popcorn sales potential is bigger than 

ever." 

"The Institute is coordinating a fourmillion-dollar 

national sales promotion and 

advertising program which is solidly behind 

popcorn in a related item tie-in designed 

to increase the consumption of popcorn at 

all 

levels of distribution." Smith said. 

drinks look more dee-licious. 

ight, gay theatrical desi 

plugs your theatre, encourages 

return patronage. Six different 

sizes — 7, 8, 9, 12, 14 and 18oz. 

each in a different color so 

there's no mix -up during rush 

periods. 

v# 

V 

LILY 

POP CORN CUP 

A super-spectacular, 

new 24 oz. 

cup that helps you sell more pop 

corn. The colorful theatre design 

adds taste appeal . 

. . makes the 

pop corn more tempting and hard 

to resist. Specially constructed 

to keep butter from penetrating 

. . . customers are never left holding 

a soggy cup. 

Ofher Lily* Theatre Cups, Containers and Dishes 

BIG DRINK CUP 

16, 18, 20 and 24 oz. 

POP CORN BUCKET 

53 OZ. 

VENDING CUP 

all 

sizes 

WALKAWAY 

SUNDAE DISH 

4 and 6 oz. 

URGE CONTINUED RESEARCH 

To help achieve bigger popcorn sales in 

the future. Welcome Weaver, Weaver Popcorn 

Co., chairman of the Popcorn Pi'ocessors 

Ass'n, called for continued hybrid popcorn 

research to improve eating quality, a 

more sanitai-y product, possible higher expansion 

and higher yields. Weaver reported 

that there is no cause for alarm in the 

1956 popcorn crop outlook unless the 

planted acreage is reduced sharply or 

weather conditions curtail production. 

"However," Weaver cautioned, "popcorn 

processors in contracting acreage for the 

1956 growing season are faced with the 

prospect of the Administration's soil bank 

program, competition of price-supported 

HOT DRINK CUP 

6 to 16 oz. 

fft^l 

\>^'' CORPORATION 

LILY-TULIP CUP 

122 East 42nd Street, New York 17, N. Y. 

AND 

CHILI 

SOUP BOWL 

8oz. 

Lily-Tulip Cup Corporation, Dcpt. BO-S 

122 East 42nd Street, New York 17, N. Y. 

Gentlemen: 

Have a representollve coll ond tell 

about Lily Theatre Cups. 

Send samples of Lily 

ui mor 

Theotre Cups. (K.3) 


•T.M. Reg. U.S. Pat. 

I 

I ify ione oiaie 

BOXOFFICE : 

5. 1956

The Balanced 

Line 

of "Best Sellers" 

in 

mm 

"Îjif 

Candy Bars 

ifjrj 

OTOCK Payday (now in vend 

60's), Milk Shake, Butter-Nut, 

Zero and Smooth Sailin ... and 

you'll have a combination that 

can't be beat. It's Hollywood's 

famous balanced line of "best 

sellers." Cash in on the great 

profit opportunity it offers. 

HOLLYWOOD CANDY DIV. 

HOLLYWOOD BRANDS, Inc. 

CENTRALIA, ILL. 

INCREASE POPCORN CONSUMPTION 

Continued from preceding 

page 

commodities, advancing soybean prices." 

The part played by the jobber-distributor 

in selling quality popcorn, developing 

new business, servicing accounts and warehousing 

popcorn was outlined to the conference 

as a final feature of the Sell-O- 

Rama program by R. P. Nylen, Chicago 

business consultant. 

Three problem clinics were held during 

the morning session. Leading discussions in 

a clinic for popcorn processors, jobberdistributors 

and brokers were Rufus Harris, 

Blevins Popcorn Co.; John Katsalis, Mellos 

Peanut Co., and Harry C. Lazear, Marion, 

Ohio. Moderator for a clinic on problems 

of manufacturers and wholesalers was 

Allan W. Adams, Adams Corp., and PCA 

first vice-president. Lester Grand, Confection 

Cabinet Corp., led discussions in the 

theatre-concessions operators group. 

FOR BETTER POPCORN 

Forced-air dehydration of popped corn 

in order to provide a hot, crispy, tasty product 

was recommended by Harris. He also 

emphasized the importance of the proper 

ratio of popping oil to the weight of popcorn 

popped. To insure optimum flavor 

and volumetric expansion, he said that 

331 3 per cent oil by weight to popcorn has 

been found most efficient. 

Other discussion leaders contributed interesting 

and valuable ideas that can be 

used in successful theatre concessions operation. 

Clifford Keefer, Orange-Crush Co., 

stressed the importance of vending a quality 

soft drink flavor, using color, animation, 

and proper display and dispensing equipment. 

Keefer recommended making largersize 

drinks available for greater profits. 

"New Ideas in Ice Cream Merchandising" 

were presented by Burt Olin, Goldenrod 

Ice Cream Co., who demonstrated an automatic 

message reporter, attractive pointof-sale 

displays and new ice cream cabinets. 

"Better promotion and display," said 

Clin, "are rapidly increasing ice cream sales 

in 

drive-in theatres." 

PENNY CANDIES RECOMMENDED 

Utilizing lines of penny candies, stocking 

of a wide variety of nationally branded 

candies, proper display in or on counters 

and reasonable pricing were policies recommended 

for greater concessions income by 

Lester Grand. 

The theatre-concessions operator must be 

constantly at work to build theatre attendance 

as the most important step in building 

concessions income, J. J. Fitzgibbons jr.. 

PCA chairman of the board, pointed out. 

He used slide presentations to show theatre 

concessions operators several successful promotions 

used recently by his company, 

Theatre Confections, Ltd. 

One of eight concessions trailers produced 

by National Screen Service to stimulate 

concessions sales in conventional theatres 

and drive-ins was shown by Arthur Manheimer, 

NSS regional manager. 

of 

Only 2 Feet 

CounterXSpace! 

Will Make You a Mint 

THE MANLEY COUNTER MODEL 

SPIN-A-RAMA Rotary 

HOT DOG GRILL... 

... is the perfect answer to BIG 

PROFITS in SMALL SPACE. 

Actual size of thiis super profit producer 

is only 24" wide, 30" deep, and 

31" high! 

The Spin-A-Rama rotary grill really 

attracts attention . . . produces more 

impulse sales. Customers see the dogs 

slowly turning before their eyes . . . they 

look delicious . . . they are delicious. 

Result? THEY BUY! 

Cooks 18 hot dogs every 5 minutes. 

Holds dogs hot for over an hour. 

For more impulse sales on hot 

dogs in your concession, check into the 

Manley Spin-A-Rama Hot Dog Grill with 

the rotary action. 

_-£ 

Write today to: 

MANLEY, INC. 

^ 1920 Wyandotte St. 


/ Dept BO 556 

PS Floor model 

Spin A Rama's are 

available, too 

The NEW Patented SPEED-SCOOP 

Three times more efficient. Scoop and pour o 

bagful of popcorn in one single easy motion. 

Mode of light, stoinless aluminum. Cool hardwood 

hande. Perfectly balanced for maximum 

efficiency and speed. Only S2.50 ot your Theotre 

Supply or Popcorn Supply Dealer. 

SPEED-SCOOP 

109 Thornton Ave., San Fronciseo 24, Calif. 


To Increase Beverage Sales 

Expect Early Sellout of PCA Exhibit Space 

Use Manual Dispensers 

Plus Automatic Vendors 

In a discussion on the selling of beverages 

at the theatre concessions at the Chicago 

convention of Popcorn and Concessions 

Arthur Segal. Selmix Corp.. said that he 

felt there was no question but that in most 

operations there is room for either manual 

dispensers or automatic vendors, and 

in some theatres a combination of both. 

He believes there is a right place and a 

right time for both pieces of equipment. 

It is a good idea, Segal said, to locate 

the drink vending machine where it can be 

seen as the patron leaves rather than as 

he enters, although it is also profitable 

when located by the stand. The important 

thing is to have it located where it can be 

seen and that it be attractive and kept 

clean. 

The use of automatic vending machines 

for beverages to supplement the concessions 

stand will increase a theatre's cents-perperson 

up to three cents, Mel Rapp, Apco, 

Inc., told the convention. 

Bob Perlick, Perlick Brass Corp., stressed 

the vital importance of animation and fast 

service in a beverage dispenser, and said 

that good water is a must. 

Ice cream sales in theatres have come a 

long way in the past few years, and within 

the last three years have chalked up a 

sizable percentage of the confection profits 

in theatre operations. Besides the merchandising 

of ice cream at the candy bar. 

sales have been increased by using coinoperated 

ice cream vendors and by aisle 

selling. 

Popcorn and Concessions Ass'n officials 

are anticipating a sellout by July 1 of all 

exhibition space for this year's annual combined 

convention and exhibition with TOA- 

TESMA-TEDA. The event will be held 

September 20-24 at the New York Coliseum. 

The exhibit of PCA will be known as 

"Popcorn-Candy and Concessions Hall," 

and will occupy 180 booths on the third 

floor of the new exhibition palace of New 

Ass"n, Dick Sermon, Orange-Crush Co., 

said that, while opinions are both pro and 

con regarding the manual dispenser for York. Brochures mailed in March to supply 

firms brought such prompt response 

conventional theatres, he had figures to 

prove that its use would increase over-all that more than half of the exhibit area has 

concessions sales 20 per cent. This, due to 

the fact that it would bring more people to 

the stand and create more multiple sales of 

various refreshment items. 

been reserved, with additional requests being 

received daily. 

Lester Grand, Confection Cabinet Corp., 

PCA exhibit chairman, advises firms desiring 

space to mail In their requests right 

away. These requests should be addressed 

to Lester Grand, exhibit chairman, Popcorn-Candy 

and Concessions Hall, c/o Popcorn 

and Concessions Ass'n, 201 North 

Wells St., Chicago 6, 111. This year's show, 

according to Grand, will have evei-ything 

for the popcorn, concessions and vending 

Industries. 

F/SBFrnr/ON / 

FOR SNACK BARS-DRIVE-INS-LUNCHEONETTES, ETC. 

GENUINE 

Pit-Cooked Barbecued Pork 

or Beef For Sandwiches 

FAST PREPARATION! 

... as much as ninety dollars on a single case! No woste or 

FAST PROFITS! throw-away loss to cut down your gross. No worry about estimating 

demand—you merely open cans as needed, figure 

your profit in advance! 

29-oz. can makes 20 sandwiches (V/i oz. per serving) 

No. 10 can makes 72 sandwiches (1 'A oz. per serving) 

Take advantage of rush periods ond fost turnover! You con 

serve a Castleberry's Barbecue Sondwich in seconds—much 

taster than o homburger! No waiting, no wotching, no speciol 

ottention—Castleberry's Barbecue is olways "rcody-to-go"— 

|ust serve on o bun, then ring up a sole! 

H-D 

The New Imperial 

SODAMAKER' 

FAST 

SALES! 

Barbecue is now standard sandwich item In most sections 

of the nation—and breaking new soles records every month! 

Castleberry's Barbecue brings repeat business day in, doy out 

because it's Genuine borbecue, actually cooked over smouldering 

wood cools to secure o mouth-watering, toste-tempting 

flavor! 

Packed: 24/29 oz. cans to the cose 

6/No. 10 cons to the case 

ADVERTISING' 

Colorful banners and posters available without chorgc. Fullcolor 

film Iroiler available for theatre concessions. 

WITH 2 OR 3 FLAVORS 

Complete, Self-Contained Unit 

SUPERIOR REFRIGERATOR MFG. CO., INC 

822-24 Hodiamont Ave. St. Louis 12, Mo. 

GET ON THE BARBECUE BANDWAGON - CALL YOUR DISTRIBUTOR TODAY! 

SAMPLE ON REQUEST! 

CASTLEBERRY'S FOOD CO. 

AUGUSTA, GEORGIA 

BOXOFFICE 

35

1 in 

Vending Industry Installing 

WORLD'S FINEST 

The exhibit will not replace displays at 

tradeshows and conventions. 

Over-the-Counter 

POPCORN MACHINE 

ment on the mezzanine and second floor. 

Service machines will be shown in the basement. 

More than 200 exhibit pieces will be 

F. McKim Smith, managing director, 

A Permanent Display of 200 says that the display will serve as a permanent 

public relations medium, enabling 

shown regularly, with competent demonstrators 

and service personnel on hand to 

vacationers and convention visitors to see answer visitors' inquiries. 

Coin-Operated Machines 

in operation all types of available coinoperated 

vending, service and amusement 

Industry members, as tourists or convention 

guests in Atlantic City, N. J., soon may equipment, accessories and appliances. Exhibitors 

interested in refreshment and Expansion plans have been announced 

Larger Quarters for Bog Firm 

visit the National Coin Machine Show, a 

permanent display of coin-operated vending 

and leisure equipment. The display preview demonstrations and advantages of Specialty Bag Corp., following the firm's 

service vendors thus will have a place to by David Adlman and Irving Singer, Rex 

is 

being installed in the Million Dollar Exhibit 

Building on the world-famous board- 

Use of 29,000 square 

advanced models and new types. 

move to larger quarters at 21-09 Borden 

Ave., Long Island City. Wider selection of 

feet of space calls 

specialty paper bags 

walk and adjacent to the world's largest for display of amusement and music machines 

on the main 

and faster delivery 

schedule will be possible 

convention hall. 

with the company's 

improved plant facilities and new 

floor, vending equip 

high speed automatic bag-making and 

printing machinery at the new location. 

A drive-in that goes after early patronage 

and secures it must be prepared to 

handle it. It must carry merchandise that 

will allow patrons to eat a dinner. Hot 

chicken-in-the-basket, pizza, plus the usual 

assortment of hot dogs, French fries and 

hamburgers should be on the menu. 

Chicken has become an excellent item and 

works well into the pattern of attracting 

early patrons. 

Warning from theatremen who have tried 

it: Do not overprice your franks. Most 

popular price nationally, both indoor and 

outdoor, is 20 cents. 

TWIN ELEVATOR WELLS and 

AUTOMATIC PUSH-BUTTON SEASONING PUMP 

• Greater Warming 

Capacity— holds 

equivalent of 200 

boxes popped cor 

• New Forced Air 

Warming—Thermo 

Stat controlled; kee( 

corn crisp, 

f/esh. 

• Automatic Electric 

Seasoning Pump. 

• Ample Space for 

busy oltendonts. 

CRETORS^ 

elevator 

wi 

11-steel gas or electric kettle teamed with dual 

an over-the-counter popcorn machine with 

enough popping and storage capacity to handle the heaviest 

traffic. Gives a concession stand the glamour and sales appeal 

so necessary for king-size profits. Earning capacity up to 

$75.00 per hour. Handy, over-the-counter service. See your 

nearest CRETORS distributor about early delivery of an 

"Olympic" or any other CRETORS model. 

CRETORS 

POPCORN 

Since 1885 

MACHDNES 

SALES OFFICE: POPCORN BLDG., NASHVILLE, TENN. 

FACTORY: CHICAGO, ILL. 

SV3^ 

Give ice cream quality . . . make 7^ on 

lOi sales. Cash in on the demand for 

delicious soft-served cones, shakes. 

Serve a lOfi cone in 2 seconds . . . 

your food cost less than 3i. Serve a 

2 5d shake in 5 seconds . . . your food 

cost only 6i. Win new fans, make big 

profits with a compact Sweden freezer. 

Easily run by untrained help. 

36 The MODERN THEATRE SECTION

This luxurious, yet informal and intimate, lobby greets patrons of The Studio, new art house in Pittsburgh, 

Pa. Color scheme is white and dark green, enhanced by liye, green plantings, and furniture is smartly styled. 

Art exhibits are by area artists. Free coffee or tea is served at the coffee-bar concessions. 

FROM HORSE OPERA TO ART 

IN DECOR AS WELL AS FILM 

riTTSBURGH S FOURTH ART THEATRE 

and its most modern—The Studio, has 

brightened Bellevue borough's scene and 

has provided a new convenience and luxury 

for patrons of artistic foreign and domestic 

motion pictures in the city's north area. 

Converted from a double-bill, horse 

opera house, and a business failure, The 

Studio is the former Linden Theatre, closed 

for nearly five years. Acquired late in 1955 

by the Associated circuit, the property was 

completely renovated and modernized in 

the arty pattern and was inaugui-ated recently 

with glowing reports and excellent 

business. 

Ernest Stern, directing operations for 

Associated, explored the art film possibilities 

for this north borough district and 

concluded that there was sufficient potential 

patronage in the BeUevue area for 

such an enterprise, plus the expected art 

patronage from the entire city district. 

Pittsburgh's other art houses, the Squirrel 

Hill Theatre, and the Guild, are located in 

the Squirrel Hill district in the city's eastside, 

and the Ai't Cinema, the first theatre 

of this type, directed by Gabe Rubin, is 

downtown. The latter house for a number 

of years has turned mostly from art films 

to blazing exploitation feature pictures. 

Associated acquired the Hippodrome Theatre, 

northside. and the Bellevue and Linden 

Theatres, Bellevue, from the estate of Ike 

Browarsky. Extensive renovations were 

made at these three houses and the Hippodrome 

and Bellevue were reopened within 

a few weeks. A month later, the Linden was 

a completely new theatre in appearance 

and was open for business as "The Studio, 

Pittsburgh's Finest Art Theatre." 

The Stern executives presented all 

ideas for The Studio, including its name, 

and directed the renovation program for 

the house which comfortably seats 375. A 

bright and beautiful lobby in white and 

dark green is pleasing to the patrons who 

are gi-eeted by a special hostess. A handsome 

fixture is a coffee bar-concessions 

The new art policy 

of the theatre is 

carried 

out not only in 

the name, but in 

the 

palette design of the 

marquee and in a 

neon-outlined 

artist 

in smock (right) and 

reels of film. The 

vari-colored neon designs 

are operated 

on flashers. 

The entire 

front Is 

yet inviting. 

dignified, 

ft 

stand. Free coffee or lea is available here 

and is served by the hostes.s. Lobby poster 

boai'ds on either side wall are in a palette 

design and the furnishings, including 

chairs, are modernistic. Several exhibits by 

area artists who work in oils or pastels are 

on view in the lobby. 

Pittsburgh Press, in an article by Ray 

Hoffman, states that "The Studio Is a 

bright, homey and comfortable theatre featuring 

new carpeting, new seats, new lighting, 

new marquee and new almost everything 

else. There isn't a bad seat in the 

house for viewing the latest in foreignmade 

films which will be the new house 

policy. And the seats are so well spaced 

that one has room to move a lootsie or 

two without fear of mashing a neighbor's 

new fedora. The theatre is air-conditioned, 

so the summer should be a pleasant one. 

One of the major projects for the management 

will be the installation of a Cinema- 

Scope screen in the near future." 

Post-Gazette's Win Fanning wrote that 

"The Studio has done a splendid job in 

providing a maximum of comfort and the 

pleasantest of surroundings. The Bellevue 

house, on Lincoln avenue, has been completely 

redecorated with wall-to-wall carpeting 

which extends between the rows of 

well spaced seats. The lobby and interior 

lighting is subdued and well arranged. 

Most important, there is no difficulty in 

seeing and hearing in any part of the auditorium." 

Sun-Telegraph had Zora Unkovich reporting: 

"Kleig lights, red velvet carpet 

on the pavement and a crazy comedy ("Will 

Any Gentleman ...?') proclaimed to the 

northern section of Pittsburgh that The 

Studio had opened in Bellevue. ActuaOy 

there were two openings, one for members 

of the industry and friends of the Stern 

family, cii-cuit exhibitors, and a pressradio 

and television preview. The theatre 

opened to the public the following evening. 

Residents of the North Boroughs long have 

moaned because they had to travel many 

miles across town to see foreign movies and 

the so-called class films. In The Studio 

Theatre they have as attractive and comfortable 

a locale for seeing such films as 

you'll find in the area." 

Inaugural festivities for the new art theatre 

were telecast on a news program over 

KDKA-TV.

Sa: 

OlECTION AND SOUND 

Ninth of a New Series 

PROJECTOR MAINTENANCE 

AND SERVICING GUIDE 

9. Care of RCA-Brenkert Mechanisms 

While t}iis article concludes our series 

on projector maintenance, we are working 

on a number of new articles on special 

servicing of sound equipment, rectifiers, 

motor generator sets, the "how 

and why" of anamorphic lens, screen 

surfaces for conventional and drive-in 

theatres, special tools and checking 

equipment for projection room, modern 

projection room equipment, high-speed 

projection lenses and reflectors, ratio 

aspects for various auditorium widths, 

high fidelity sound for theatres, and amplifiers. 

These are just a few of the many 

practical articles to be presented during 

the coming months.— W. T. 

By WESLEY TROUT 

I HIS 

ARTICLE 

completes our series 

of servicing instructions 

on all the leading 

makes of motion 

picture projectors. We 

have endeavored to 

cover all the important 

adjustments, and 

presented instructions 

on disassembling and 

reassembling parts 

Wesley Trout 

and units. We have 

appreciated the hearty cooperation of leading 

manufacturers in preparing this material; 

many of the general servicing tips 

are our experience in the field and shop. 

The Brenkert projector is designed to 

meet adequately the most exacting requirements 

for high-quality projection in all 

types of theatres. The gear train runs in a 

bath of oil; the oiling system furnishing 

oil, automatically, for all the bearings and 

the intermittent movement. It has a heavy, 

rugged, one-piece metal casting which is 

smartly designed and provides a housing 

and a main frame for the entire mechanism. 

This casting has been especially heattreated 

to prevent warping, so that the 

accuracy of the precision machine work 

will be maintained for the life of the 

mechanism. The projector is of unit construction, 

and any unit can be quickly and 

easily removed for repairs or cleaning, etc. 

The intermittent sprocket, as well as the 

upper and lower feed sprockets, can be removed 

and replaced in only a few minutes 

time. 

All the sprockets can be reversed for 

additional wear; all sprockets, intermittent 

movement parts are hardened for 

longer wear. 

The entire projector should be cleaned 

eveiT day, but do not clean the projector 

while in operation as you may get the rag 

tangled in the shutter or some other moving 

part and cause unnecessary damage to 

the projector. The film department is 

roomy and it is easy to clean all the units 

therein. 

Intermittent movement—Briefly, let us 

tell you about this precision built unit of 

the Brenkert BX-80, BX-60 and 62 models. 

First, the intermittent sprocket can be 

removed from the mechanism without removing 

the intermittent movement. All you 

have to do is to remove the X-1005 quarter 

panel; bend the X-1959 film stripper away 

from the sprocket; be sure to turn the 

projector over manually to make sure the 

starwheel and cam are in "lock" position; 

next, back out the Xl-1109 left hand 

threaded retaining screw about a quarter of 

an inch by turning it to the right. Place 

u 

A VITAL PART OF PROJECTOR 

The intermittent unit used in the Brenkert BX-60 

is identical with the movement used in the Deluxe 

BX-80 model projector. This is a high-speed piece 

of machinery and should be properly monitained in 

order to secure a quiet-running unit and one that 

will deliver a rock-steady picture. The intermittent 

must be built with the utmost accuracy, the parts 

all specially hardened for long service. The intermittent 

must move the film a distance of one frame, 

or approximately ^4-inch, in 

I /96th part of a second. 

This means that the film moved by the intermittent 

has an average speed of 360 feet per minute, compared 

with a film speed of 90 feet per minute 

in other parts of the mechanism. Bear in mind the 

intermittent must start moving the film from complete 

rest after it has moved the distance of one 

frame. To accomplish this in I /96th part of a 

second, the film speed must reach a maximum 

velocity of almost 900 feet per minute in approximately 

I /200th part of a second. You can readily 

understand, from this explanation, the movement is 

a very vital part of your projector and should receive 

daily checkup and cleaning. 

the middle and the forefinger of the right 

hand on opposite sides of the sprocket hub 

behind the outer flange, and the thumb 

against the sprocket retaining screw which 

lias not been completely screwed out of 

shaft. By simply pulling on the sprocket it 

will come forward as far as the screw head. 

Do not use too much force, of course. 

When you have pulled the sprocket as far 

as the screw head, remove the retaining 

screw and pull the sprocket off the shaft. 

TO REPLACE SPROCKET ON SHAFT 

This is very important. Before you again 

replace the intermittent sprocket, make 

sure that the P-1054 screws are tightened 

firmly against the X1-1108A intermitteni, 

sprocket drive plate. Too, when you replace 

the sprocket on the shaft, make sure that 

the dogs in the X1-1108A drive plate engage 

in the slots in the end of the sprocket 

shaft. You are now ready to replace the 

retaining screw to hold the sprocket, making 

sure that it is pulled up tightly against 

the sprocket. 

If you want to simply reverse the sprocket 

and use the other side of the sprocket teeth, 

remove the X1-1108A drive plate and attach 

it to the opposite end of the sprocket and 

replace the sprocket as per above procedure. 

The retaining screw must be tightened 

firmly, otherwise the movement may be 

noisy. 

When removing and replacing the intermittent 

sprocket, it should be kept foremost 

in mind the Xl-1109 retaining screw 

has a left hand thread; always turn to the 

right to loosen it. By not turning the screw 

in the right direction, and maybe forcing 

it, you can ruin the thread or otherwise 

damage the screw. 

When this movement reaches the point 

where it needs a complete rebuilding job, 

we strongly recommend that it should be 

sent in to the shop. 

GOOD CARE ESSENTIAL 

The successful and efficient operation of 

the Brenkert projector will depend on 

cleanliness and good care during its operation. 

If the instructions presented in this 

article are carefully followed, the Brenkert 

mechanism will give many years of service 

without any parts replacement. The correct 

procedure in making adjustments should 

be followed and thoroughly understood before 

attempting any adjustments, or removing 

and replacing any unit. 

Shear pin—The mechanism gears and 

other parts are protected by the use of a 

shear pin. If abnormal strain, such as 

a film pile-up, or some other trouble 

develops in the moving parts of the mechanism, 

the X-1729 shear pin will break and 

the projector mechanism will be mechanically 

uncoupled from the sound head drive, 

preventing any major damage of gears, etc. 

After the cause is corrected, it is necessary 

only to replace the shear pin. In order to 

remove the broken parts of the shear pin, 

remove the X-1930 screw and pry out the 

broken parts of the pin with a screwdriver. 

The new pin will fit snugly into place and 

should be driven in its slot with the end of 

a screwdriver or a small hammer. Be sure 

38 The MODERN THEATRE SECTION

: May 

to tighten the X-1930 screw against it 

tightly. 

NOTE: Numbers used in this article are 

those from the pai-ts catalog covering this 

projector. 

If the mechanism leaks oil. check the 

gasket on the gear cover. It is easy to 

replace the X-1003 neoprene ga.sket. Simply 

remove the three screws which hold 

the cover, remove the old gasket, clean the 

mounting surface of the main case and the 

edge of the gear cover very carefully. 

Check to make sure that there are no foreign 

matter or burrs on either surface, 

otherwise oil leaks may develop. Now attach 

the new neoprene gasket to the gear 

cover, making sure that the edges of the 

gasket are in their normal position, and 

insert the three mounting screws in the 

gear cover. 

ATTACHING GEAR COVER TO CASE 

You are now ready to attach the gear 

cover to the main case, drawing up all 

three screws evenly and simultaneously. Do 

not draw one screw up tight, but screw in 

each one about the same amount, then 

firmly tighten all of them. This is the only 

procedure to insure the cover and gasket 

fitting correctly all the way around and 

not developing any oil leaks. 

The X-7015 glass window in the gear 

cover should be checked before you replace 

the cover to make sure it is in good 

condition and not leaking oil. The glas.s 

is held in place w'ith three metal clamps; 

be sure to check the small gasket before 

replacing a new glass. 

Correct procedure in removing the complete 

INTERMITTENT—Pirst removc the intermittent 

sprocket: remove the X-7173 gear 

cover. Now loosen the P-154 lock nut and 

back off the Xl-1112 screw, releasing the 

Xl-1111 steel clamp which locks the intermittent 

in position; now lift the Xl-1111 

steel clamp out of its casting with the left 

hand; using your right hand, pry the intermittent 

loose with a screwdriver placed so 

that it is resting, of course, on the main 

gear assembly shaft with the blade pushing 

the intermittent out. Take your time 

and do not force any part so it will be 

damaged. 

CARE WILL AVOID DAMAGE 

When you have worked the intermittent, 

loose in its holding casting w-ith the above 

procedure, swing it clockwise so that the 

lower casting clears the main frame, and 

then pull it directly out. These directions 

should he carefully followed and the job 

will be easy and unit or parts will not be 

damaged. 

Replacing intermittent—Briefly, lift the 

steel clamp iXl-lllD upward out of its 

casting: now insert the sprocket shaft housing 

in the intermittent holding casting: 

make sure that the hole in the yoke arm 

IX-1114B) engages with the intermittent 

aligning pin correctly. P*i-ess the intennittent 

into its casting until the main casting 

of the intermittent unit is directly against 

its holding casting as it should be. You now 

press steel clamp downward so that it drops 

into the retaining slot in the intermittent 

BOXOFTICE : 

5. 1956 

ALL WIRING ENCLOSED 

This is the model BX-60, RCA-Brenliert projector, 

equipped with large 24-inch magazines; RCA buttonon 

magnetic sound head; BX 60 mechanism equipped 

with anomorphic projection lens; RCA optical 

sound head, equipped with Selsyn interlock 

drive system; heavy duty base with adjustment 

for tilting or moving projector up and 

down or sidewise and provision in base to bring 

all wiring for arc lamp (note arc lamp switch at 

back end of base). (Brenkert high intensity arc 

lamp.) Wiring for motors, changeover, and framing 

and other lights may be brought up through 

the base. 

This makes a very neat layout and avoids 

a messy wiring job. The interiors of the two sound 

reproducers and the mechanism are roomy and 

painted white, making it easier to see all the 

working parts and threading up of film. Be sure 

to clean these interiors every day. The base has 

leveling screws in order to get the picture level 

on the screen. 

sleeve. Tighten the screw that holds the 

steel clamp and lock in place with the 

nut (P-154). 

Carefully clean gasket and gear cover and 

replace with the three holding screw-s. Replace 

intermittent sprocket, stripper plate, 

and retime shutters. 

Procedure to adjust the sprocket shaft 

end-thrust—You can easily eliminate excessive 

end-thrust in the starwheel and 

sprocket as follow^s: 1. It is necessary to 

remove the intermittent from the mechanism; 

2. Remove the X-3106A oil scoop assembly; 

3. Next, loosen the Xl-1138 Allen 

screw in the X1-1136A starwheel shaft thrust 

collar. You can reach this collar by inserting 

a 3/32-inch Allen wrench through 

the round hole in the X1-1103B intermittent 

sprocket sleeve. 4. Now hold the starwheel 

tightly against the face of its bushing 

while at the same time pressing the XI- 

1136A thrust collar against the face of its 

bushing. You can press the thrust collar 

tightly against the face of its bushing by 

inserting the short end of a 's-inch Allen 

wrench in the elongated hole in the XI- 

U03B sprocket shaft sleeve so that the 

end of the wrench can be pressed against 

the collar. Tighten the Xl-1138 Allen .screwin 

the thrust bearing; replace the intermittent 

movement in the mechanism and 

again retime shutter. Be sure to check 

movement to .see that there is no bind, etc. 

How TO adjust cam shaft end-thrust—In 

order to .secure a .smooth running, and free 

of unnecessary noise, intermittent movement, 

all parts must be correctly adjusted. 

There should be no preceptible end-thrust 

in the cam shaft, of course. If there Is any 

excessive end play, it may be easily removed 

as follows: 1. It is necessary, to accomplish 

the correct adjustment, to first remove 

the intermittent unit from the mechanism; 

2. We now loosen the two P-1195 

Allen head screws attaching the steel gear 

to the cam shaft; 3. Set the intermittent 

movement on its flywheel and tap the face 

of the gear snugly against its thrust bearing, 

using a drift punch: 4. Now tighten the 

two P-1195 Allen set .screws attaching the 

steel gear to the cam shaft. Pick the movement 

up now and while holding in the 

left hand, the complete unit, turn the intermittent 

over manually .several times to make 

sure that there is no binding and you can 

give the flywheel a spin: check again the 

end-thrust in the cam shaft to make sure 

all excess motion has now been removed. 

MUST RETIME SHUTTERS 

Replace movement in mechanism. It will 

be necessary to retime the shutters again. 

It is always necessary, with any make of 

projector, to retime shutter if the intermittent 

unit is removed out of the mechanism 

for repairs. 

It is a good idea, after making above adjustments 

on the movement, to run the 

projector mechanism with the arc lamp 

operating about 20 minutes and then again 

recheck the mechani.sm by turning over 

manually to make sure no bind has been 

developed after the parts become heated. 

In order to make sure the parts are adjusted 

properly for perfect operation, one 

should very carefully recheck and if there 

are any binding or tight spKJts evident, 

again remove the intermittent unit and very 

gently tap the gear end of the cam shaft 

with a small machinist's hammer to allow 

a small amount of clearance betwêen the 

face of the gear and the face of its bearing. 

Spin flywheel to see that it turns 

freely and reinstall in projector. The movement 

now is correctly adjusted and should 

run quietly and deliver a rock-steady picture, 

provided the sprocket is in good condition 

and the tension on the film shoes made 

the right amount. Excessive tension on film 

will cause unnecessary -wearing of sprocket 

teeth. There should be just enough ten- 

.sion to hold the picture steady on the 

screen. 

SERVICING OIL-DRAIN PETCOCK 

The oil-drain petcock—The oil-drain 

petcock is attached to the front of the 

main case for standard theatre operation; 

for drive-in theatres, where an upward tilt 

exists, it should be attached to the rear of 

the projector. When it is necessary to 

remove this petcock, first drain all the oil 

out of the mechanism into a container. Remove 

the petcock by using a small wrench 

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You owe it to your audiences to use 

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An amozingly precise 

voriob/e anamorphic that gives 

non-vignetting performance with faot/i 4" (101.6mm) 

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A high quality 2X fixed anamorphic for all projection 

lenses up to 2"/32" (70.6mm) with o 64mm free reor 

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be used) which should be adjustable to 

make it fit. To fit this petcock to the rear 

of the main case for drive-in operation, use 

the P-1225 brass plug removed from the 

rear of the main case (housing) to plug up 

the hole from which the petcock was removed. 

When replacing the brass plug and 

petcock, cover the threads with a thin layer 

of "Tlteseal" to prevent any oil leak. Refill 

the case again with RCA-Brenkert oil. 

TIGHT SEAL NECESSARY 

Removing lower sprocket assembly— 

Before you remove this assembly, be sure 

to obtain a small tube of "Titeseal" for 

applying to the mounting surfaces of the 

assembly when you replace the unit. This 

is absolutely necessary in order to secure 

a good sealing job. You can remove the entire 

assembly by following these instructions: 

1. Remove the X-1219 film stripper 

and X-1221 locking spring: 2. Remove the 

three P-1000 mounting screws which hold 

this unit to the main frame: 3. Now grasp 

the under side of the X-1207 sprocket and 

X-1215 pad roller bracket and exert, alternately, 

an up, down and sideward pressure 

so as to free the assembly from the 

main frame. You can now pull the complete 

assembly from the main frame for 

repairs and cleaning. 

The upper or lower sprocket can easily be 

removed by moving the stripper plate away 

from the sprocket. Remove the front 

P-1035 screw and just loosen the rear 

P-1035 screw which hold the stripper plate. 

The pad roller bracket must be moved into 

an open position. Next, remove the X-1231 

sprocket retaining screw fthis screw has a 

left-hand thread and must be turned to 

the rights . You now can pull the sprocket 

off the shaft. 


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Hilux 264 and 152 are available with eifher fixed or 

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PROJECTION 

OPTICS 

MODEL WITH DOUBLE SHUTTER 

A closeup of tfte RCA-Brenkert model 62, equipped 

with double shutter. When using anamorphic lens 

for CinemaScope, it is necessary to remove the front 

shutter and use only the rear. Many of these units 

have been installed where maximum light 

output is 

essential. The newest RCA "200" projector is 

equipped with double rear shutter, assuring maximum 

light output with the use of double shutters. 

Four reasons why a Super-Hilux 

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Replacing lower sprocket unit—To do a 

good job, these instructions must be followed 

very carefully. 1. Very thoroughly 

clean the mounting surface on the center 

frame of the main case of the projector 

and the sprocket assembly and apply a thin 

film of "Titeseal" to both of these surfaces 

It Is very important that this is done to 

prevent any oil leakage around the unit. 

2. Now insert the gear end of the assembly 

into the locating hole in the center frame 

so that the gears mesh properly. Do this 

very carefully, of course. 3. Align the three 

mounting holes in the .sprocket assembly 

with the three tapped mounting holes in 

the center frame and firmly press the unit 

into position. 4. It is a good idea to apply 

a thin film of the sealing compound to the 

threads of the three mounting screws and 

then screw them evenly and firmly into 

their holes. You now are ready to replace 

the film stripper and spring. Always be 

sure the screws are tight and the unit 

fits 

properly. 

ADJtJSTMENT OF STARWHEEL AND CAM In 

order to secure a quiet-running intermittent 

movement, the star and cam must be 

adjusted correctly. This adjustment is 

known as the radius adjustment. The 

movement is set very carefully for perfect 

operation at the factory and it is rarely 

necessary to make this adjustment. However, 

we will briefly tell you the proper 

procedure so that you can make the adjustment 

correctly. 

First, if the intermittent is very noisy, 

you know it needs adjustment. But before 


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WIDE GEARS FOR LONG LIFE 

The film or operating side of the Brenkert model 

BX-80 mechanism. It is very rugged in construction, 

the main casting frame being enclosed with an 

extra heavy cover, heavy duty door to the film 

compartment. The lens mounting will take any size 

diameter projection lens. The BX-80 is equipped 

with either single or double shutters. All gears, in 

both the BX-80 and BX-60, are of large diameter 

with a ^8-inch wide face; 

the gear teeth are cut at 

an angle that will produce very quiet operation. 

Wide gears (gear surface) result in longer life 

for the gears. 


I 



you attempt to make necessary adjustment, 

check the P-1054 and the Xl-1109 screws 

on the sprocket locking plate to make sure 

that they are tight. The next step is to 

check the inner edge of the sprocket to 

make sure that no accumulation of dirt has 

built up between the sprocket and the main 

casting, thereby loading it unnecessarily 

and causing heavy indexing between the 

cam pin and the stanvheel slots. Either or 

both of these conditions will cause the 

movement to have excessive noise. The 

screws mentioned in the first part of this 

paragraph should be checked at least every 

two months; the sprocket and its edge, between 

the sprocket and main frame, should 

be cleaned every day. 

I check the radius adjustment by quickly 

striking the periphery of the sprocket 

tangentially in the direction of its rotation 

with the side of the forefinger of the 

right hand while the projector is running 

without film. This check should be made 

with the framing knob set at several positions, 

ranging from one extreme to the 

other. This will give you a complete check 

at different positions of the framer. The 

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AUTOMATIC LUBRICATION 

The de luxe Brenkert BX-80 mechanism with the 

gear cover removed. 

Automatic lubrication provides 

an abundant flow of filtered oil continuously over 

the opening in the bearings, assuring perfect lubrication 

of the shafts in the bearings and other parts. 

The movement is fcepf supplied with oil from this 

lubrication system. Large-diameter, high-grade, 

steel shafts and long bearings are used throughout 

(also used in the model BX-60, BX-62 mechanisms) 

so as to maintain the original accuracy of gear 

alignment. There are thousands of the Brenkert 

BX-80 projectors still in operation and giving perfect 

projection. We have had very little trouble 

with these projectors, many of them being in service 

over six and seven years, and have had only the 

sprockets, pad rollers, gate shoes, lateral guide 

rollers and sprocket pad changed, but no gears, 

shafts, bearings, cam or starwheel changed. 

Keeping 

the mechanism clean and supplied with the proper 

amount of lubrication will prolong the life of any 

projector. 

adjustment is correct when a very slight 

clatter is heard each time the intermittent 

sprocket is struck with one's finger as described 

above. This is a good check which 

should be done about every two or three 

months. Better projection will result when 

this high speed piece of equipment is kept 


"CLICKING" A WARNING 

The adjustment is too tight when a sharp 

clicking sound is heard continuously, even 

when the film gate is not clcsed and no 

film running; no additional noise will be 

heard in this case when the periphery of 

the sprocket is struck with one's finger as 

described in the above paragraph. You will 

know the radius adjustment is too loose 

when a pronounced clatter is heard each 

time the periphery of the sprocket is struck 

with your forefinger. Under the above condition, 

the Intermittent movement will 

usually be very noisy also, when running 

with or without film in the projector. 

If it is necessary to make the radius adjustment 

different, proceed as follows: 

1. Remove the gear cover: 2. Next, loosen 

the P-155 nut with a thin s's-lnch end 

wrench. The thickness of this wrench must 

not be over Vg-inch or even le.ss to fit into 

the recess where the nut is located. 3. Now 

let us insert a 1/16-inch drift-pin punch 


: May 

^ 

in one of the holes around the shoulder on 

the Xl-1127 cam bushing; the bushing 

should be rotated toward the stanvheel 

shaft to tighten the adjustment, and away 

from the starwheel shaft to loosen it. Be 

sure not to turn this bushing more than 

about 1/16-inch at the periphery before 

checking the adjustment again with projector 

running. 

ADJUSTING CAM BUSHING 

If the cam bushing is tight and cannot 

be easily rotated as described above, place 

the end of the punch against the edge of 

one of the holes in the shoulder of the 

bushing and tap sharply with a small machinist's 

hammer. Again, make sure that 

the bushing is not rotated more than 

1/16-inch before checking the adjustment. 

This adjustment must be done slowly and 

very carefully so as not to damage any parts 

or get the movement in a bind. You now 

can tighten the P-155 lock nut and replace 

the gear cover. Once again check the operation 

by listening to the intermittent mo 

film threaded in mechanism 

i and by striking 

the periphery of the sprocket, as explained 

above, with your forefinger. When 

the adjustment is made coiTectly, the 

movement will nm very quietly and deliver 

a rock-steady picture if the intermittent 

sprocket is in good condition. 

Note: If you cannot eliminate all the 

noise and secure a quiet-operating mechanism, 

we suggest you send it in to an 

authorized dealer for adjustment and necessai-y 

parts replacement. But if you will 

follow the above instructions. I am sure you 

will have no trouble. 

How TO REMOVE UPPER PAD ROLLER—The 

X-3304 upper pad roller assembly can easily 

be removed as a complete unit by removing 

the X-1217 retaining screw and pulling 

the bracket off its mounting stud. The pad 

rollers and the pad roller shafts can be 

removed from the bracket by unscrewing 

the P-63 screw, then turning the shaft in 

clockwise direction and pulling it from the 

bracket: the pad rollers also will be free of 

the shaft. The only reason for removing 

either the upper or lower pad roller assemblies 

is to replace new pad rollers or thoroughly 

clean the shafts. The rollers must 

turn freely and not bind 'check and lubricate 

every dayi 

ALIGNING PAD ROLLERS 

Once again, as in previous maintenance 

articles, we want to point out the importance 

of the distance the pad rollers should 

be from the periphery of the sprocket. Take 

two short pieces of film, lay one on the 

other, wrap them around the sprocket so 

there will be exactly the thickness of two 

pieces of film between the face of the 

sprocket and the pad roller. Adjust the 

pad roller so it will just touch these and 

not "ride" the film: be sure the pad rollers 

are exactly right, so the "groove" is in the 

center of the sprocket teeth. Out in the 

field we have found many mechanisms with 

improperly aligned pad rollers, and they 

were not set the correct distance but were 

"riding" the film. 

Correct adjustment or intermittent 

SPROCKET PAD—This is a very important adjustment 

if you want a quiet running of 

film. You adjust the X-1935 split cap nut 

on the intermittent pad, slightly in or out. 

for the quietest running of film. Generally, 

the normal adjustment for this pad is to 

screw the split cap nut on the threaded 

stud until the top of the nut is flush with 

the end of the stud. Once this is set correctly 

it need not be adjusted again for a 

long time, and then only screwed in slightly 

as the pad wears. Keep this pad clean and 

free of dirt accumulation; the face of the 

intermittent sprocket and teeth free of foreign 

accumulation. Use a stiff bristle tooth 

brush for cleaning either part. 

How TO REMOVE THE MAIN DRIVE UNIT The 

X-3907 main di'ive gear unit couples the 

Your concessions may 

delight gourmets . . 

Your lounge may 

be the smartest . . 

gear train in the mechanism to the sound 

head. Proceed as follows to remove this 

drive assembly; 

First, you want to drain all the oil from 

the mechanism; remove the oil cover; next 

remove the intermittent unit; remove the 

X-7370 gear cluster; remove the X-7375 

intermediate drive gear and .shaft. The next 

step is to rotate the X-3907 drive gear assembly 

until the small end of the X-1759 

taper pin is pointing upward, and then proceed 

to drive it out with a small punch. 

Caution: Be sure you have the small end of 

the taper pin up before you start driving 

it out or you might do some damage by 

trying to drive the large end out. You now 

can pull out the X-1705 main drive .shaft 

Continued on following 

BUT 

EVERY PERFORMANCE 

STILL 

MUST BE PERFECT! 

First matinee or midnight show, perfect performances demand equipment 

that runs like a top. There's no expert like an expert RCA Theatre 

Service Engineer to keep everything humming. He's the only man with 

full backing of RCA's long-famed technical resources. 

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7mm 

$2.2S 

8mm or 5/l«-lneli S2.50 

9mm $3.00 

No worryinD about injury to tiigh ortced car- 

Ion savers. Burn 'em up, you still profit. 

CALI Products Company 

The WORLD'S LARGEST Producer of Carbon Savers 

At all progressive supply houses. 

BOXOFFICE : 

5. 1956 

45



YOvom 

for the PRIME LENS 

,\^%^ 

8 out of 1 Exhibitors today choose 

a Kollmorgen Super Snaplite for 

their prime lens. Perhaps this 

is because for more than 

thirty years Snaplites have 

been the standard by 

which all other lenses 

have been judged. 

For speed, for contrast, for 

definition and for terrific brilliance on 

the screen, your 1 st Choice is a Super Snaplite. 

\-^ Plant; ' Northampton, Massachusetts 

New York Office: 30 Church Street, New York 7, N. Y. 

Write for Bulletin 222. 

«»iK^'rat»i 

and the X-1703 gear. The X-1704 gear will 

then be free and easily removed from the 

mechanism. 

If you find it necessary to remove the 

X-1706 bronze bearing, simply remove the 

three P-1025 screws and pry the bushing 

loose with a screwdriver. It's easily done. 

NOTE: Before you replace the new 

X-3907 main drive assembly, be sure to 

very thoroughly clean all the Permatex or 

Titeseal" from the mounting surfaces. In 

order to secure a good seal of this unit to 

prevent any oil leakage, the surfaces must 

be clean, and new "Titeseal" must be applied 

when reassembling any unit. 

REASSEMBLING GEAR UNIT 

Replacing the gear assembly—Mount 

the X-1709 bronze bearing in its mounting 

hole so that the three recesses along the periphery 

of the bushing align perfectly with 

the screw holes in the main casting of the 

mechanism. Before you press this bearing 

all the way in. be sure to place the X-1705 

shaft through the bearing and into the 

X- 1707A rear bearing so that it will act 

as a guide in correctly aligning the bearings 

concentrically. Now replace the three 

screws. Hold the X-1704 gear in position 

and replace the X-1705 shaft and X-103 

gear. 

The next important step in reassembling 

the above unit is to correctly align the 

tapered holes in the X-1705 shaft and th- 

X-1704 gear, and drive taper pin in firmly 

using a drift punch and a small hammer. 

Replace X-7375 gear and the X-7370 gear 

cluster. Carefully replace, as per instructions 

elsewhere in this article, the intermittent 

movement and the gear cover. You 

now are ready to time the shutters. 

It is important that you turn the mechanism 

over manually, when replacing any 

assembly in the projector, to make sure 

that it turns freely and without any binding. 

Never replace the movement or any assembly 

and immediately turn on the motor before 

you first try the mechanism by turning 

it over manually to see if it is absolutely 

free or you may damage some part. Too, be 

sure you have refilled the case with Brenkert 

projector oil to the proper level. 

famous since 1916 

for the finest in 

curtain controls, 

tracks and special 

operating devices. 

INC. 

kron 4, ohio 

I 

JiWrscre^ 

i 

^ 

it (Bu^ abetter 

WILLIAMS 

SCREEN COMPANY 

1679 SUMMIT LAKE BLVD., Oept. 1679 AKRON, 0. 

ORIGINATORS Of AU-PIASTIC i StAMlfSS flASTIC SCRttNS 

IDLER GEAR ASSEMBLY 

Removing idler gear assembly—The 

proper procedui-e to remove this unit, number 

X-3913A, is to loosen the P-1009 screw 

at the rear of the projector main frame 

case and pull the assembly out. 

How TO REPLACE FILM SLIDE STRIPS When 

these become worn it will be necessary 

either to install new or the strips can be 

reversed and used a long time. Remove the 

film trap from the main frame. You next 

take out the eight screws which attach the 

X-1904A and the X-1907A film strips and 

the film guides to the film trap casting. Install 

new or reverse strips and the film 

guides; snug up the attaching screws only 

but do not tighten them. Pi-ess the inner 


: 

May 

Pity the 

Poor 

Woiking ^ 

She sits on her . . . 

office choir all day. 

When she goes to the 

movies at night, she wonts 

real relaxation ond comfort— 

or she simply doesn't go! To attract 

the working girl—and her boy 

friend and mother and father and 

sister and brother— let us repair or 

replace worn, uncomfortable scots. 

We'll do it in a jiffy ... for a pittance 

. . . without interrupting your 

show. Wonno know how much? 

WRITE, WIRE or PHONE 

ALpine 5-8459 

theatre seat 

seruice co. 

160 Hermitage Ave. 

Nashville, 

Tennessee 

film guide firmly against the P-1059 locating 

pins and tighten all four attaching 

screws firmly, making sure that the film 

guide does not move away from the locating 

pins. Insert the X-1993 film guide adjusting 

gauge between the film guides; now 

press the outer X-1907A film guide snugly 

against the side of the gauge and then 

evenly tighten the four screws. The assembly 

is now coiTectly reinstalled. 

Film pressure pad adjustment—Generally, 

once the correct pressure is adjusted 

via the X-1941 adjusting screw, it is seldom 

necessary to change it. However, the film 

pressure pads should be adjusted for the 

minimum amount of tension on the film 

consistent with obtaining a steady, projected 

picture and quiet film operation. If the lilm 

is very old, it may be necessary to sometimes 

adjust the tension so there will be 

a little more pressure. The correct method 

in adjusting this unit is to loosen the 

X-1941 adjusting screw as far as possible 

and then slowly tighten it, while the projector 

is running threaded up with film, 

until the picture is rock-steady on the 

screen. This pad and shoes should be 

cleaned every day with a stiff-bristle tooth 

brush. 

HELP ON SPECIAL PROBLEMS 

COMMENTS—We have tried to cover all 

the important adjustments on the RCA- 

Brenkert. Space will not permit a complete 

coverage of every adjustment, but we will 

be happy to assist if you have a special 

problem. 

It is of paramount importance that you 

keep the mechanism clean which will assure 

highest quality projection. The interior of 

the film compartment is large and roomy; 

ample space is provided for easily cleaning 

all parts therein. The gate can quickly 

and easily be removed and replaced for a 

good cleaning and checking of the shoes, 

etc. The projectionist should cultivate the 

habit of cleaning all the parts of the projector, 

sound head and lamphouse every 

day before the show starts. All the sprockets 

should be carefully cleaned around their 

entire periphery to remove any accumulation 

of dirt; the pad rollers also should be 

brushed and wiped clean; the film strippers 

should be wiped and all dirt and emulsion 

deposits removed daily. The film compartment 

should be wiped clean with a 

clean, lintless cloth. One of the most important 

units in the film compartment that 

should be kept clean is the film trap and 

gate assembly. The magazine rollers also 

should be checked every day and cleaned 

thoroughly and they should turn freely, 

"when replacing the oil in the Brenkert 

mechanism use only genuine Brenkert projector 

oil. This is a special oil containing 

all the characteristics necessai-y for optimum 

performance of the projector. 

T^" 

/ê^ HI Fidelity 

MOBILTONE (!^r SPEAKERS 

SANDLER MANUFACTURING CO. 

210S Paynf Ave. TOwtr 1-924S 

Cleveland 14, Ohio 

as 

DOWN 

Balance 

SIO 

Monthly 

400 DELUXE 

PENNY 

FORTUNE 

SCALE 

NOT A 

NOVELTY— 

BUT AN 

INVESTMENT 

25-75 ',: 

PROFIT 

WAT L I N G 

Invented and Mode Only by 

Manufacturing 

Company 

4650 W. Fulton St. Chicago 44, Illinois 

Est. 1889—Telephone: Columbus 1-2772 

Cable Address: WATLINCITE, Chicago 

AT LONG LAST I 

... A seat patching cement that will 

really 

hold. 

Will not horden or crock leotherette— remains 

pliable. 

Trial size, unbreakable, refillable, 

dispenser bottle 

with supply patch material. 

$295 

STATE COLOR LEATHERETTE 

"Satisfaction Guaranteed" 

EAKER THEATRE SEAT SERVICE 

p. O. Box 6355 Oklohomo City 11, Okla. 

Yout eu$t$nfee 

of Consistent Quality 

and Outstanding Service 

For Every Tfieatre Need! 

NATIONAL THEATRE SUPPLY 

29 Branches Coast to Coast 

BOXOFFICE : 

5. 1956 47

SIGNS AND DECORATIVE LIGHTING FOR DRIVE-INS 

An Illuminating Engineer Discusses Best Lamps for Specific Lighting Jobs 

And Points Out Where Incandescent or Fluorescent Light Is 

By R. T. DORSEY* 

Best Used 

Prom the patron's point of view, 

drive-in theatre lighting starts with a sign 

legible at a sufficient distance so that he 

has time to slow down and turn in safely. 

IDENTIFICATION AT A DISTANCE 

Signs in wliich exposed lamps are used 

to form the letter sti'okes have liigh impact 

and if properly designed can be 

legible for great distances. A guide is to 

make the letters one foot high for every 

500 feet they are to be seen. Thus for onehalf 

mile visibility, they should be a minimum 

of five feet high. 

Lamps for these signs include 10, 11, 25 

and 40-watt sizes. These are available in 

clear and frosted types as well as a wide 

variety of colors. These are fired on to the 

bulb and are made of a glass-like material 

that will not fade, chip, crack or peel off. 

For high-speed animation effects there 

is a specially designed flashing sign lamp. 

This is gas-filled so that it comes on and 

goes off quickly, giving clean-cut, sparkling 

effects for traveling borders, traveling message 

signs and scintillating motion. 

ATTRACTION PANEL AND LUMINOUS 

DECORATIVE ELEMENTS 

The patron's next impression of the 

drive-in is created by the attraction panel 

and lighting around it. Easy legibility of 

current screen fare may govern whether 

patrons can make up their minds quickly 

enough or whether they drive by to another 

theatre. 

Diffusing glass or plastic 

faces with let- 

*Mr. Dorsey is illuminating engineer. Large Lamp 

/ 

R. T. Dorsey, illuminating engineer in the Large Lamp Department, General Electric Co., is shown addressing 

one of the National Allied Drive-In Theatre convention groups at Nela Park, Cleveland, in February. 

He discussed the lighting techniques presented on these pages and demonstrated them with the unique 

display equipment in the famous institute. 

ters applied and lighted from within by 

fluorescent lamps is a popular technique. 

Slimline lamps start satisfactorily down to 

0° F. and when in an enclosed space will 

give satisfactory light output. They are 

available in all standard lengths from two 

to eight feet and in a wide range of "whites" 

and colors. They have rugged single pin 

bases, need no starters and start instantly. 

Their rated life is 7,500 hours at three 

burning hours per start. 

The 40-watt rapid start type can be 

dimmed or flashed as well as used for 

steady burning both indoors and outdoors. 

For floodlighting, the PAR lamps, with reflectors sealed inside the bulb where they cannot colled 

dust, are recommended. They are available in various watts. This is the new 500-watt, PAR-64 with three 

types of beam spreads. The beam patterns are molded in the cover alass. 

This affords the opportunity not only 

for 

straight on-and-off action, but for 

dramatic color changes where two or more 

circuits are switched from one color to 

another. 

Flashing of fluorescent tubes has been 

made practical by the design of a new circuit 

and ballast, culmination of two years' 

effort. Adding to the versatiUty of fluorescent 

light sources, a new, deep-blue 40- 

watt rapid-start fluorescent lamp has been 

developed by G.E. Other colors available 

for signs and decorative use are green, pink, 

blue, gold, red and the standard de luxe 

whites. 

Basically, the 40-watt rapid-start flashing 

circuit involves continuous heating of 

the lamp cathodes while the lamp current 

is switched on and off. Life of the 

lamp in laboratory tests has exceeded five 

million flashes with a cycle of one second 

on and one second off. This is equal to 

approximately one year of typical sign 

service. 

One of the newest developments for outdoor 

lighting is the high output rapid-start 

lamp. These have rugged recessed doublecontact 

bases. They can be operated at 

800 or 1,000 milliamperes. This not only 

gives more light output per foot of tube, 

but because the lamps operate at higher 

temperatures they can give about as much 

light ouput at 0° as at room temperature 

when used in an enclosed space. 

FLOODLIGHTING 

The next impression of the theatre is 


created by decorative lighting on the screen 

tower, fences, landscape lighting and decorative 

elements, as well as along the entrance 

drive leading to the boxoffice. Today, 

with modern sources and equipment 

almost unlimited effects can be obtained. 

In addition to luminous decorative elements, 

either applied or built in, floodlighting 

in white or colored light and tlie use 

of patterns of exposed lamps apply. 

Standard techniques include the use of 

enclosed floodlights with clear or colored 

cover glass. In addition, equipment is 

available with lenses to form beam shapes 

particularly adapted to the application. 

Of increasing interest are PAR lamps. 

These have the reflector sealed inside the 

bulb where it cannot collect dirt or dust; 

hence it never needs cleaning, and when 

the lamp is replaced Ughting is restored 

to initial efficiency. Because of their accurately 

formed reflectors, light can be precisely 

controlled and lenses can be molded 

in the cover glass to form a beam pattern. 

All are made of rugged, heat-resistant 

glass. They are available in the 150-\vatt 

PAR-38, 200-watt PAR-46. 300-vvatt PAR- 

56 and 500-watt PAR-64. The familiar 

150-watt PAR-38 is available in spot and 

flood distributions. It can be burned in 

any position and wall not break from rain 

or snow. 

Newest in the line is the 500-watt 

PAR-64. Both this and the 300-watt PAR- 

56 are available in narrow spot, medium 

flood and flood distributions. The medium 

flood and flood have oval beam patterns. 

George 

7". Howard, theatre lighting specialist for General Electric (tar right) welcomed a group o/ 

exhibitors to the Nela Park demonstrations in Cleveland. Others in the photo, counterclockwise, are 

N. George, S. J. Bouden, N. E. Coston, Sam Coston and an unidentified theatreman. 

giving them great versatility in lighting 

areas of differing proportions. With both 

sizes the area of the bulb immediately 

above the filament needs to be protected 

from rain and snow. This is because the 

glass gets hot enough to break even though 

the glass is a heat-resistant type. Thus, 

when the beam is aimed upward a protective 

cover of heat-resistant glass needs to 

be provided. When the beam is aimed 

downward, most outdoor housings provide 

adequate protection. 

In addition to floodlighting, PAR lamps 

have a host of other uses around the theatre, 

including driveway lighting, fence 

hghting, downlighting at the boxoffice, 

counter lighting, spotlighting in the concessions 

stand and for fountains, too. 

Fluorescent equipment also can be used 

for floodlighting. It is highly efficient in 

producing white light and particularly so 

in producing colored light. In addition to 

the characteristics outlined above, it produces 

a smooth, uniform lighting pattern 

along the length of the lamp and in suitable 

reflectors of polished metal can be 

used to form a wedge-shaped beam to increase 

uniformity perpendicular to the 

lamp. Typical applications are fence lighting, 

landscape lighting, spotlighting and 

floodlighting. 

Another important impression the pa- 


UNITED DRIVE-IN 

IN-GAR 

Sample on Approval 

THE BIG 

IS THE PRICE! 

DIFFERENCE 

SPEAKER 

$r

SIGNS AND DECORATIVE LIGHTING 

hear the jewel -'tone quality of 

The superb tone quality of the Bevelite 4" jeweltone 

speaker gives added assurance of customer 

satisfaction. And that shows up at the boxoffice every 

time. There's no better drive-in speaker than the 

jewel-tone Bevelite... you can hear the diff-ro: .0' 

4" drive-in 

speakers 


tron receives is at the concessions stand. 

One of the first considerations is careful 

shielding of ceiling light sources so that 

people coming in from the darkened theatre 

are not subjected to uncomfortable 

glare. 

DE LUXE FLUORESCENT LAMPS 

Relatively recent developments of producing 

fluorescent lamps that give greatly 

improved appearance of colors of merchandise, 

interior finishes, peoples' complexions, 

than afforded by older types are the de 

luxe cool-white and de luxe warm-white 

types. De luxe cool-white produces a fresh, 

stimulating atmosphere similar to natural 

daylight and produces similar effects of 

color. De luxe warm-white is similar to 

incandescent lighting and produces a warm, 

friendly atmosphere. De luxe warm-white 

will usually be the preferred type. Thus in 

any of the patron areas of the theatre de 

luxe warm- white lor in some cases de luxe 

cool- white) is recommended. 

INCANDESCENT LIGHT 

Downlighting and spotlighting enable 

the operator to emphasize any area of the 

theatre. In addition, they contribute 

sparkle and highlights and shadows for 

dramatic effects and they can help create 

a more interesting atmosphere than provided 

by fluorescent used alone. Of particular 

interest for color effects is the reflector 

color lamp which is available in 

red, green, blue, yellow, pink and bluewhite. 

These have been carefully designed 

so that they can be used in combination 

to produce a wide variety of mixtures. 

nction box for Bevelite 4" jewel-tone speaker 

linated and is also equipped with a downlight. It has a 

! of die-cast aluminum with a cover of Tenite II. Removal of 

the cover makes all interior connections easily accessible. 

DECORATIVE LIGHTING 

The ceiling lighting is only part of the 

answer to producing an atmosphere that 

will make patrons feel that a trip to your 

theatre is an exciting event. Lighting of 

displays and wall areas is the key to 

realizing this objective. For example, wall 

lighting can be done in many ways including 

the use of fluorescent lamps and incandescent 

lamps in white or in color. Even 

subtle motion effects would be suitable. 

Bevelite Plexiglas Backgrounds are now available m ci 

.chartreuse, yellow, blue-white, ivory... at only a few ce 

more than standard white. Be sure to see the r 

24" Bevelite letters, pictured above, in Red, Blue, Grc 

^> 

changeable 

plastic letters 

and plexiglas 

backgrounds 

The magnetic beveled fronts 

of each Bevelite letter makes 

them easier to read from 

M.50 

greater distances. Together 

with the higher light output 

!].65 "

FOR MORE INFORMATION 

USE THE FREE RETURN CARD 

The postcard at the bottom of this page is designed to help you get more information 

on products and services advertised in 

this issue of The Modern Theatre Section, 

or listed in the "New Equipment and Development" and "Literature" departments. 

An alphabetical Index of Advertisers appears below,- on the back of this card is a 

Csndensed Index of Products. In both, FIGURES in the Key Number shown for each 

advertiser indiwte the page on which the firm's advertisement appears. The postcard 

below carries numbers corresponding to the page numbers—with letters added. 

Circle the Whole Key Number, including the letter, corresponding to the page numbers 

of the advertisements on which you want more information. Then: Fill in your name, 

address, etc., in the space provided, tear out cord and mail. For more information 

on listings in "New Equipment and Developments" and "Literature" departments, 

circle number corresponding to Key Numbers published with each item below. 

gives you 

ALPHABETICAL INDEX OF ADVERTISERS' KEY NUMBERS 

all these 

Adier Silhouette Letter 

American Gas Machine Co 

American Seating Ca 

C. S. Ashcraft Mfg. Co 

..„...J7b 

13a 

51o 

57d 

Bollantyne Co ~ Back Cover 

Boiuch & Lomb Optical Co 

42a 

BeveliteCorp .50a 

Edgar S. Bowman „....._....>..«......__...38b 

Call Products Co 

Canada Dry Ginger Ale, Inc 

Carbonic Dispenser, Inc 

Castleberry's Food Co 

Chef-Way Soles Co 

.„ 

Chrysler- Airtemp Div ^... 

Coca-Cola 

Co 

Cromore Fruit Products.._„-.»..«....... 

Cretors Corp „....._...... 

Drive-ln Theatre Mfg. Co 

EPRAD 

Ealcer 

Theatre Seat Service.... 

FloYO-Rite Foods Co.. 

Grovely Tractors, inc...«.. 

Henry Heide, Inc 

hlollywood Brands, Inc 

Klollywood 

Servemaster....... 

International Projector Co_ 

International Seat Corp.„_ 

King Amusement Co „... 

Kneisley Electric Co 

Kollmorgen Optical Corp.. 

LaVerzi 

Liberty 

Machine Works... 

Display Fireworks... 

Lily-Tulip Cup Corp 

45b 

..20a, 21a 

32a 

35b 

29a 

3a 

2a 

JOo 

..36a 

32b 

55b 

47e 

..36b 

..56a 

29b 

34a 

31a 

47b 

.57a 

52c 

44b 

46a 

53a 

56d 

33a 

Manley, Inc 

Miller Sewer Rod Co. 

34b 

55c 

Miniature Train Co « 56c 

Motiograph, Inc „......~.....». 4a 

National Excelite .43a 

National Super Service. „ 58a 

National Theatre Supply „ 

Nehi 

Corp 

.47f 

18a 

Oglesby Equipment Co 58c 

Phillips Electro Extensions 58d 

Pic Corp 55a 

Projection Optics Co 

40a, 40b 

RCA (Service Div.) 45a 

RCA (Theatre Equip.) 

6a 

Roskelley, Edward L 52a 

Ruscoe, W. J., Co 56b 

Sandler Mfg. Co 

17a, 47c 

Selby Industries 50b 

Simonin's, C. F., Sons 15a 

S.O.S. Cinema Supply Corp 

44a 

Smithfield Ham & Products Co., Inc 19a 

Speed Scoop 34c 

Strong Electric Corp 

4Ia 

Superior Refrigerator Mfg. Co „ 35a 

Surface Coating Engineers, Inc 51b 

Sweden Freezer Co 36c 

Theatre Seat Service Co _ 47a 

Toastmoster Products Div. .23o 

Vallen, Inc .46b 

United Speaker Co .49a 

Wagner Sign Service, Inc 5o 

Walker American Screen Co 57c 

Watling Mfg. Co 47d 

Williams Screen Co 46c 

M»l o 

point— but ° 

This Viny 

"°""f Tmcterial. 

granular 

p.cses h'O" '' 

product 

posse 

Ion ^ ^^^^^^ 

flectivil/toge''^ ^^ „dligi 

of diffusion 

ot ine H 

that affords: 

cluOED 

VIEWNG AN'°''°' 

„ 

»NCE OF NEW- 

4 "TAINSAPn/^^RAOE °;„e;e° 

,e.l. ""^'""^ „i„. 

5 Elin"n°'^^„° „,. njaWe. Du 

advantages 

„„d i> Ihe »"'V (.OVERS A I- 

PLEASI PRINT 

Nome 

Theatre or Circuit. 

Street 

City 

No 

BUSINESS REPLY CARD 

Firat Closj Permit No. 874 -Section 34.9 PLiR-Konsoi City, Mo. 

T----r "contract 

V^T^^'^f-rÔ OVER^- 

NAI*E- 

IHEAIRE- 

;vDORESS- 

MODERN THEATRE Section of BOXOFFICE 

Heoders^Seryice Dept. 


^^^^^^ ^^^^ 24, MO.

CONDENSED INDEX OF PRODUCTS 

Key 

hear the jewel -[tone quality of 

The superb tone quality of the Bevelite 4" jeweltone 

speaker gives added assurance of customer 

satisfaction. And that shows up at the boxoffice every 

time. There's no better drive-in speaker than the 

jewel-tone Bevelite... you can hear the difference! 

The junction box for Bevelite 4' iewel-tone speaker; 

illuminated and is also equipped with a downlight. It has a 

aseof die-cast aluminum with a cover of Tenite 11. Removal of 

the cover makes ail interior connections easily accessible. 

Bevelite Plexiglas Bacl^ground^ 

.chartreuse, yellow, blue-white, ivory... at only a few cent: 

more than standard white. Be sure to see the nev 

24" Bevelite letters, pictured above, in Red, Blue, Green

: May 

Double Attraction Board Uses 17-Inch Letters 

gives you 

aff these 

Not 

a 

advantages 

Planned for easy reading at great distances are these attraction boards at the Starlite Drive-ln, 

Niagara Falls, N. Y. Cooper Sign Co. erected the two 25-foot Wagner Enduronamel panel assemblies 

and Wagner ten-inch and 17 -inch red plastic letters are used in the copy which draws patrons from miles 

'o.ing«n.ciningcn'n.rt 

material. Jh.s^^^^X^^ 

gronular 

Ion 

product 

posse 

^^^^^^^ 

around the Starlite. A portion of the opposite side of the double board is seen at left. 

Redstone Installing New Equipment in Six Drive-Ins 

Installation of RCA projection and sound 

equipment in six drive-in theatres of the 

Redstone Theatre circuit has been announced 

by Michael Redstone, president of 

the Boston theatre chain, and A. J. Piatt, 

manager of RCA Theatre Equipment Sales. 

Two of the Redstone drive-ins receiving 

the new RCA units are in Rochester, N. Y. 

The Lakeshore is receiving RCA-200 watercooled 

projectors, a new power amplifier 

system to accommodate new ramps and 

RCA in-car speakers and junction boxes. 

The Washington is installing additional 

RCA in-car speakers and junction boxes. 

Other Redstone units receiving new 

equipment are the Dedham, Dedham; the 

Neponset, Dorchester; VHP Parkway, West 

Roxbury, Mass.; Salina, Syracuse, N. Y. 

BOOST DRIVE-IN PROFITS 

with American Seating Walk-In Chairs! 

AMERIOAIM 

SEATING 

Grand Rapids 2, Michigan 

.\merican .Seating Walk-In Chairs are con\enient, 

durable; invite pedestrian traffic for 

increased drive-in 

profits! 

Steam-bent, solid-wood slats provide genuine 

comfort for patrons — in cradlefonn seats 

and deei^-curved backs. Full 21 inches wide. 

Quiet, ball-bearing seat hinge. Wood and 

metal parts durably enameled. 'Aluminum 

hard^vare. 

More tliealres buy American Seating Chairs 

than any other make. Write us today about 

your seating area, and let us recommend a 

profitable installation. 

WORLD'S LEADER IN PUBLIC SEATING 

C.ianil Rapids 2. Michigan, lirarid. Olljccs 

and Divtributors in Principal Cities. ManufaduriTs 

of Theatre. Transportation. School. 

Auditorium, Church, Stadium Seating, and 

Folding 

Chairs. 

JlTH 

BEAUIIFOL 

COLOR K^^l^„ IS 

4. RETAINS APPEMl AN ^^ ^, o 

NESS FOR A^^,„^^ w"^^"°^^ W " 

YEARS. >->'°'°L;î(eobil.ly ' 

•'°°" 

,ion o. .ho n«d o. mo ;-_ 

l';rJcRHN°OAT.NGS^ 

'hotspots-^noRA. ^^^^_ ^^^,, 

„„dis'he°"'; 

f4AWE_ 

THEATRE- 

AOORtSS- 

COVERS AU 

BOXOFFICE : 

5, 1956

i 

either 

LESS 

THAN 

$1 PER NIGHT 

I FOR 

"KNOW-HOW" 

Personalized 

TAPE 

RECORDED 

PROGRAMS 

to 

3lLL concessions 

before the show and 

during 

intermission. 

Expertly produced by a former 

CBS announcer-producer, who 

has been a guest panelist at 

MGM Ticket Selling Workshops 

—we know that our programs 

will sell concessions. 

Expertly done to sound—and 

they sound as though the announcer 

were present in your 

own projection booth. 

Expertly tailored to your theatre's 

needs, or to each theatre 

in 

your group. 

Expertly 

being done currently 

for: Rowley United Theatres. 

Commonwealth Theatres, 

Malco Theatres, Neighborhood 

Group, Jefferson Amusement 

Co., United Theatres, and leading 

independents in 9 states. 

The costl Yes, less than a 

dollar a night — $6.50 per week 

— for a complete new recorded 

program each week. 

Just send us make and model 

of your recorder and complete 

details of your theatre. We'll 

produce for you tape recorded 

programs that will SELL your 

concessions. 

Safety a Prime Consideration 

In Drive-In Playground Setups 

"Recreation apparatus," says Norman R. 

Miller, vice-president of the American Playground 

Device Co., "should be set up in 

well-defined, protected locations, and the 

areas used by the very small children 

should be enclosed. 

"Proper construction, installation, maintenance 

and use of swings, slides and other 

equipment are prime requisites for playground 

safety. When purchasing equipment, 

you will be safe if you specify grade- 

A malleable frame fittings of the clamptype, 

tested to 50,000 pounds tensile 

strength. You should avoid threaded fittings, 

grey iron fittings or fittings which 

necessitate drilling the top beams of swing 

or combination unit frames." 

It is also very important that playground 

equipment be correctly installed, with adequate 

concrete footings and perfect alignment 

of all frame members to assure maximum 

structural strength and rigidity. 

"Since a swing is subjected to much 

stress," Miller says, "it should be set in 

concrete and tested to see that it is absolutely 

vertical. Hundreds of playgrounds 

are replacing their worn, outmoded swing 

seats with our patented rubber swing seat. 

There are no sharp corners, rough edges 

or massive end castings to cause injury to 

the child." 

Screen Paint for Drive-Ins 

Has Plastic and Rubber Base 

An outdoor movie screen paint with plastic 

and rubber base has been introduced to 

the drive-in trade by W. J. Ruscoe Co. The 

manufacturer claims that the adhesive 

coating product will yield 89.9 per cent reflectivity, 

while adding depth, clarity and 

DIT-MCO UNIVERSAL 

I.A.C. SPEAKERS 

^ 

' 

^ 

EDWARD L. 

ROSKELLEY,*.. 

Custom-Mode 

Tape Recordings 

01 Del Rancho Drive Irving. Texas. 

Phone BL 2-3144 (Dallas) 

"The HOT DOG BARKER" 

Screen of Montrose Drive-In, near Akron, Ohio, 

painted with 

Perma-Brite. 

contrast to a whiter screen. Marketed 

under the name of Perma-Brite, the Ruscoe 

product also is claimed to be long lasting 

and weather-resistant, thus contributing 

to easier year-around screen maintenance 

and budget economy. The adhesive 

coating is said to be easy to apply by 

brush or spray.

: May 

De Luxe, lOOO-Seat Theatre 

Under Construction Slated 

For Late Summer Debut 

Costing about $250,000, the Star Theatre 

in Oceanside. one of the first new hardtops 

to be built in southern California in several 

years, is planned for an August opening. 

Builder is Margo Operating Co., headed 

by Fêd Siegel. who also operates the Palomar 

Theatre in Oceanside. 

The de luxe Star will develop the motif 

of its name in all interior and exterior decorative 

features. The name will be emblazoned 

upon the night scene from the 

largest marquee in the area. Above the 

vast marquee will tower a pylon scintillating 

with stars. Stars in five colors will be 

patterned in the terrazzo floor of the foyer 

and worked into lobby and auditorium 

decorations. 

Special carpeting has been designed by 

the architect* to harmonize with the Star's 

over-all color motif. Foyer walls are to be 

of natural stone, while wood paneling is 

planned for lobby walls. Acoustic plaster 

will be used on auditorium walls and ceiling. 

The 1,000 seats will be arranged stadium 

style, with no balcony. 

Patrons will enter the auditorium from 

the lobby over two semi-circular ramps 

leading to a crossover aisle. This aisle will 

separate 440 loge seats in the rear from 

Oceanside, Calif., will gain its fourth indoor theatre when the new Star ii opened in August, 

motif will be carried out in both interior and exterior 

the rest of the house. Equipped with reclining 

seats, the loges will rise to a maximum 

of 15 feet. 

A crying-room, fitted with electric outlets 

for bottle warmers, is to be provided 

immediately at the rear of the loges. An 

ornate, refrigerated snack bar will be installed 

in the foyer. 

Estimated construction co.sts are $193 per 

design. 

seat. To this co.st must be added investment 

for theatre equipment and furnishings. An 

evaporative air-cooling system, widescreen 

and stereophonic sound system are to be 

installed. 

The theatre building will be constructed 

of reinforced concrete blocks. 

Balch, Bryan, Perkins, Hutchason of California 

designed the Star. 

'#• 

^î^ 

f'l 

laîif 

BOXOFFICE : 

LaVezzi Machine Works 

4635 WEST LAKE ST. CHICAGO 44, ILL. 

5, 1956

' 

" 

EQUIPMENT & DEVELOPMENTS 

Twin-Head Floor Freezer 

For Soft-Serve Foods 

FOR MORE 

INFORMATION 

USE Readers' 

Bureau Coupons at Page 50 

A Twin-Head floor model freezer for fast 

dispensing of soft ice cream, milk slialces 

or sherbets has been added to the Sani- 

Serv line of dairy freezers for drive-in theatres 

by General Equipment Co. Model 

4041T has twin, refrigerated 2'2-gaIIon mix 

tanks, each operated by its own iy2-h.p. 

drive motor. Since the cylinders are separate, 

they permit the serving of two different 

flavors. An automatic carburetor-style 

unit feeds refrigerated mix into the rear of 

the freezing cylinders as the soft-serve 

product is dispensed from the front. A 

spigot type or plunger type valve provides 

"finger-ease" dispensing from each cylinder. 

The freezer is simple to clean. It has 

a stainless steel exterior and the cabinet 

offers easy access for removal of all parts 

for cleaning. 

Whirlpool Animation Device P-1450 

In Beverage Dispenser 

ture and 95 per cent relative humidity, so 

they do not break down in flavor or stick 

together. As the pellets thus protect freshthe 

beverage displayed in the Plexiglas bowl 

is supplemented by an illuminated, translucent 

dome on the bowl itself. Base of the 

dispenser is a stainless steel cabinet with 

bright steel metal wraparound, this cabinet 

housing the magnetic action pump that 

operates the animating device in the beverage 

bowl. The cabinet also contains a 

stainless steel cylinder for rapid cooling of 

beverages. The Fast-Flo faucet is springloaded 

for quick shutoff. 

Dry Syrups in Five Flavors P-1451 

For Still Woter Beverages 

Cramore's Dri-Syrups for quick preparation 

of still water beverages have been announced 

by Cramore Fi-uit Products, Inc. 

For the drive-in theatre concessions operator, 

Dri-Syrups have such advantages as 

easy storage, convenient handling, longer 

shelf life, less possibility of spoiling and are 

free from preservatives. Lemon, pink 

lemon, orange, grape and gilhooley Cmint> 

flavors are available, packed in 2'2-pound. 

foil-lined bags. Each container yields three 

gallons of "ade" beverage. The manufacturers 

say that the Dri-Syrups are instantly 

soluble in water, ready for icing. 

Pellets Protect Freshness P-1452 

Of Vendor Ingredients 

The Chef-Way 500, which delivers a cup 

of hot, fresh coffee, soup or chocolate within 

six seconds at push of a button, has been 

introduced to theatre concessions trade by 

Chef-Way Sales, Inc. Capacity is 400 cups 

Featuring a "whirly.M^ 

ciple, a non-carbon- 

pool" animation prinated 

beverage dispenser 

of coffee, 200 cups of soup, 60 cups of 

for theatre chocolate. At push of the button, pelletized 

concessions has been coffee, soup or chocolate is homogenized 

placed on the market by Chef-Way's exclusive patented crushing 

by CTC Mfg. Corp. mechanism and delivered piping hot. Pellets 

The counter - type 

are coated to withstand 135° tempera- 

Whirlpool dispenser is 

made in two sizes, a 

six to eight-gallon Claims made for products described editorially 

model and a nine to 12-gallon unit. For 

1 this and other pages are token from the 

customer attraction the whirlpool action of 

anufacturers' statements. 

ness of the coffee, chocolate or soup ingredients 

until moment of serving, any danger 

of serving weak or stale foods is eliminated, 

according to the manufacturer. Pelletized 

ingredients come packed in sealed polyethylene 

bags. Machine is refilled by lifting 

lid and pouring in the ingredient pellets. A 

drip-pan is the only part of the Chef-Way 

that needs daily cleaning. The crusher 

automatically cleans itself after each cup Is 

drawn. 

High-Production Dispenser 

Of Refrigerated Drinks 

P-1453 

The Soda-Mite, a high-production drink 

dispenser that is completely refrigerated 

and plugs in, ready to operate, has been 

added to the line of dispensers Leitner 

Equipment Co. has made available to theatre 

concessions. The compact Soda-Mite is 

designed for maximum flexibility in serving 

carbonated and non-carbonated drinks. 

The Soda-Mite is equipped with coarse and 

jet stream soda water. Mix-O-Matic mixing 

arms are standard equipment on the stainless 

steel cabinets, along with dispensing 

faucets and compartments for four flavors. 


Theatre Seat Patching Cement 

To Repair Vandal Damage 

P-1454 

Lj 

' 

U« IWiu. Sm !«,,„ 

'u.po.. C.^ 

Developed to meet one of the most common 

forms of theatre vandalism, Tlieatre 

Seat Patching Cement has been introduced 

by the Eaker Theatre Seat Service. The 

manufacturer claims that the all-purpose 

cement will adhere to practically any seating 

material, including Vinyl plastics. Back 

and bottom seat covers may be patched 

without removal from the seat components. 

Leatherette from other covers of the same 

color can be utilized in the patching 

process. According to the manufacturer, 

the patching cement remains pliable, so 

there is no hardening or breaking of the 

leatherette. Plastic, refillable applicator 

bottle contains enough cement to patch 20 

to 50 cut covers, depending on size and how 

carefully cement is used. Pints and quarts 

also are available. 

Several indoor theatres, in remodeling, 

have included a party room to accommodate 

16 to 20 persons. Some are equipped 

with love seats on two levels, and such 

rooms are soundproofed and have their own 

air-conditioning outlets. 

YOU MUST READ THIS!

\ miW-INS Neater I 

The following concerns have recently 

filed copies of interesting descriptive literature 

with the Modern Theatre Information 

Btireau. Readers who wish copies may 

obtain them promptly by using the Readers' 

Bureau postcard in this issue of The Modern 

Theatre. 

Build your boxoffice receipts by keeping the area around your drive-in 

neat as a pin! . . . The powerful 5-HP Gravely Tractor powers 23 

rugged, dependable tools for every mowing or ground maintenance job! 

All-gear drive, power reverse. Field-tested for 34 years. Dependable 

power that will cut your maintenance costs fast!—give you a more 

attractive theatre with less work! Available on Easy Pay Plan. 

"Power vs. Drudgery" tells how Gravely POWER solves these upkeep 

problems quickly, easily. FREE—write for it today! 

Address your request direct to Gravely or use the postage-paid blue card in this 

issue, writing in this ad's key number. 6S-B. 

GRAVELY 

BOX 556 

TRACTORS, 

INC. 

DUNBAR, WEST VIRGINIA 

FREE SAMPLE! 

L-1763 "Planning a Drive-In?" is the 

title of a folder issued by the Ballantyne 

Co. to underscore the firm's theatre package 

of all equipment needed to equip a new 

drive-in, from 300-car size theatres to huge 

twin-screen ozoners. With the folder are 

two brochures picturing drive-ins equipped 

by Ballantyne in all sections of the nation. 

Also available are Ballantyne's drive-in 

sound and projection catalog and a folder 

describing the firm's all-system stereophonic 

sound. 

L-1764 Taylor freezers for concessions 

stands at drive-in and conventional theatres 

are the subject of a sales promotion kit 

prepared by Tekni-Craft. The kit contains 

individual brochures on each of the frozen 

custard Preezmasters, ice cream Cashmasters 

and the Shakemasters for speedy 

service of shakes and malts. Individual 

brochures also contain profit charts, specifications, 

operational features and illustrations 

of each Taylor unit. 

OUTDOOR MOVIE SCREEN PAINT 

• stays Brilliant! • Greater Sharpness! 

• Longer Lasting! • Better Contrast! 

• Easy to Apply! • Weather Resistant! 

L-1765 Three Thin-Lite troffers for recessed 

theatre lighting are illustrated and 

described in a four-page brochure issued 

by Lighting Pi-oducts. Inc. The ultra-thin 

troffer is 2% inches in comparison with 

more than six inches for the typical troffer. 

Maximum brightness charts, characteristics 

charts and installation instructiorLs 

for each of the three models are provided 

in handy reference forms. 

for FREE half-pint sompi 

w Perma-Brire for your 

Ion, FOB Akron, Ohio. 

i JOIN WITH FAMOUS 

W. J. RUSCOE COMPANY 

biiMUUI 

AKr6n"i3, OHIO 

OiiiiiUttlUiiiiiiiiil 

Kids Say "LET'S G0"-an6 the Families "GO" 

When there's an ® MINIATURE TRAIN^ 

^ 

Family crowds patronize your 

Drive-in frequently when you 

feature this 

outstanding plus at- 

Iraclion in your Drive-in Playground. 

Easily set up, economical 

to operate, immensely popular— 

MT Miniature Trains will 

increase your boxoffice and 

concession 

NOW—5 

receipts. 

Great Models 

. . . Storting with the G-12 

STREAMLINER that can be setup 

anywhere by one mon ond 

has a rider capacityof 14 childrer

: May 

Several key positions of the American 

Seating Co. have been filled by promotions 

of firm personnel, according to James M. 

VerMeulen, executive vice-president. John 

C. Dexter, folding chair product manager, 

has been advanced to sales promotion manager. 

Watson B. Pierce, education director 

of the firm since 1954, now is manager of 

the school products division. The new 

credit manager is Roland A. Larson, a 

member of the credit department since 

1950. He succeeds William H. Maurer, credit 

manager for the last 34 years, who retired. 

As sales promotion manager. Dexter will 

have charge of expanding sales in the theatre 

and other auditorium fields. He has 

been with American Seating Co. since 1950, 

with a prior record of 14 years as a buyer 

for Carson, Pirie, Scott and Co. 

Pierce succeeds F. J. Snow who has been 

with the company since 1910, and has asked 

to be relieved of administrative duties, 

although he will remain as school products 

consultant. 

Philip Botsolas has been appointed 

trade and industry products supervisor in 

the Chicago district of Du Font's Photo 

Products Department. He succeeds Richard 

H. Pollock, who was named sales supervisor 

for the Atlanta district, a position recently 

created by the Du Pont firm. Botsolas, 

a mechanical engineering graduate of 

Rutgers University, has been with the firm 

since 1941. Pollock, a chemistry major at 

the University of North Carolina, joined 

Du Pont in 1947. 

Edgar Winn, director of purchases, and 

Craig Moore, sales director of the commercial 

products division, have been elected 

vice-presidents of Dixie Cup Co. Each will 

continue activity in his respective field. 

Kodak Park Works of Eastman Kodak 

Co. had 35,310 business visitors and 21,019 

tour visitors in 1955. The latter figure 

represents a new high for tour visitors and 

the over-all total of 56,000 from 66 foreign 

countries was an increase of 3,000 over 1954. 

ASHCRAFT 

SELENIUM 

RECTIFIERS 

A RECTIFIER FOR EVERY LAMP AND CARBON SIZE 

Featuring all steel construction, exlra-long no-saK 

spring backs, "rod-type" seal suspension, and 

styles to suit every requirement. International 

seals are your most economical seating buy. 

Write. Wire or Plion-:- Tr.d.iy for Con.plrtr Ii.fc.rmation 

INTERNATIONAL SEAT 

Division 

of 

Union City Body Company, Inc. 

Union City, Indiana 

ADLER 

NEW 

SNAPLOK' 

PLASTIC 

UTTERS 

Snap on and off frames easily. 

Testing lob reports these new 4"- 

6"-8" letters stay firmly on fromes 

even in a 60-mile wind . . . and 

spring clip keeps its gripping power 

after being used 20,000 times. 

Distributor 

ADLER 

or Write for Free CiUlos: 

Silhouette Letter Co. 

CLARITY! BRILLIANCE! 

LONG-LASTING ECONOMY! 

7-8-9 mm SUPREX TO 9 mm HIGH INTENSITY 

8-9 mm SUPREX TO 10 mm HIGH INTENSITY 

9 mm to 11 mm HIGH INTENSITY 

9 mm to 10 mm HITEX OR 11mm HIGH INTENSITY 

10 mm to 13.6 mm HIGH INTENSITY 

Every AihcrafI Rectifier has a heavy duty Blower Fan and contactor starling control 

*Super Cinex Heavy Duty Multiphase Rectifier 

#NEW LOW PRICE 3 Phase Rectifier for 1 1 mm Carbon Operation 

C. S. ASHCRAFT Mfg. Co., Inc. 'ûZ'Zn.^. 

WALKER . 

m^ 

UQ" ' 

^w 

V,. 

JCREENJ 

BOXOFFICE : 

5, 1956 57

Spiro J. Papas, 

Chicago, who served 

as general convention 

chairman of Popcorn 

and Concessions Ass'n 

in 1955, has been 

elected executive vicepresident 

of Alliance 

Amusement Corp., 

which operates the 

Alliance Theatre circuit. 

Papas is also 

Spiro J. Papas 

prominent in activities 

of the niinois, Wisconsin and National 

Allied Theatres Ass'ns. 

Harry M. Richer is the new assistant to 

P. A. Martoccio, president of the Hoben 

Candy Corp., Ashley, Dl. 

2 NEW 

SUPERS 

Outstandingly 

Modem 

Two brand new Super Models 

squarely meet a universal need 

for light, mobile suction cleaners 

to do heavy duty cleaning 

tasks—tasks too often attempted 

with inadequate domestic vacuums. 

Super Models LW-12 and 

MW-14 are low priced, compact, 

extra mobile with wet and 

dry pick-up, and the same exclusive 

features of larger Super 

models. 

These new Supers and four 

other current Super models 

meet every requirement of 

every kind of cleaning. 

WiLBERT C. Hammel sr., onB of the organizers 

of Hammel-Ldlletson, Inc., has 

been appointed vice-president in charge 

of sales for the Alexander Smith Division, 

Mohasco Industries, Inc. To accept the new 

post, Hammel severed relations with the 

firm he helped organize in 1953. Previous to 

that year, he had been a director and vicepresident 

of Alexander Smith. 

Robert Z. Greene, president of the Rowe 

Manufacturing Co., announced that his 

firm has acquired exclusive rights for the 

manufactm-e and sale of cup drink vending 

machines made by Lennox Manufacturing 

Co. The Rowe-Leimox machines will complement 

the line of cold drink vendors 

made by the Rowe-Spacarb Division. Included 

will be a Rowe-Lennox 2,000-cup 

Model LW-12— A 

The only "pocket" 

suction cleaner. 

Weight 26 lbs. Low 

priced, compact. 

Wet and dry pick-up 

(no change-over for 

wet work). Minimum 

noise level 

makes possible its 

free use anywhere, 

any time. 

SUPER MODEL BP-2. Big capocily, wet ( nd dry. Quiet. 

By-pa>s motor. Stainless steol containe 

steel with chrome trim. Special blowing outlet. 

SUPER MODEL M. For dry suction cleaning and blowing. 

Goes anywhere. Powerful, universally popular. 

SUPER MODEL SH. Rugged, powerful wet and dry 

pick-up for severest duty, boiler cleaning, heavy woste. 

Stainless steel contoiner or enameled steel with 

chrome trim. 

SUPER MODEL OS. Low priced, compact, dry pick-up. 

Minimum noise level. 

Model MW-14— 

The compact, light weight, extra 

mobile heavy duty suction 

cleaner with convenience features 

not found on any other 

cleaner. Transport handle, 

tool basket. For wet and dry 

pick-up. 

Ask your supplies dealer or write 

THE NATIONAL SUPER SERVICE COMPANY 

1941 N. 12th ST. TOLEDO 2, OHIO 

Sales and Service in 

Principal Cifies 

capacity vendor, to be in full production 

and available to all operators by June 15, 

and a 1,000-cup vendor on which limited 

production wiU begin by June 15, with full 

production to follow soon thereafter. 

Don Reynolds, who had been in charge 

of engineering and sales for Lennox, and 

John D. Faucette, Lennox sales representative, 

have joined the Rowe staff. 

Three Chrysler Airtemp "packaged" 

central station air conditioners provide 140 

tons of cooling for the top two floors of 

Sportsman's Park pari-mutuel building in 

Chicago. Wagering areas of the third and 

fourth floors are kept comfortable with 

conditioned air distributed by duct systems 

connected with the sizable cooling 

units moimted on a special steel-frame 

structure at the rear of the building. Ample 

room was provided on this structure for 

three more Chrysler cooling units to be 

installed when the building's two lower 

floors are enclosed. 

Harvey P. Swenson, president, Sweden 

Freezer Mfg. Co., has announced the addition 

of five distributors for its soft-serve 

ice cream and milk shake-making equipment. 

The new distributors are A. G. 

Gosselin Co., Manchester, N. H.; Devereaux 

Refrigeration Co., Kensington, Md.; "Virginia 

Fixtures Co., Norfolk, Va.; Cyril D. 

Schultz Co., Erie, Pa., and Central Refrigeration 

Service, Himtington, W. Va. 

Engraved by 

our 

"'^^^^^^^m^n*'^ 

exclusive ^L ___^_^gM««ii"'''*'*'**'^ 

process on lu- ^BflMfaMK^cite 

to your ^|H^RfkW:tt 

speclflcotlons. ^HKjA»lJiÂy^^^^^^^^^^^ 

ILLUMINATED PRICE ADMISSION SIGNS 

Our enlarged plant facilities assure 

OVERNIGHT service from coast to coast. 

Plastic Signs Engraved for the Entire Theatre 

Send for Folder *Pat pend 

Edgar S. 

Bowman 

682 Sixth Avenue New York 10, N. Y. 

PROFESSIONAL SEAT RENOVATION 

Foetory-troined crew will re-do your theotre choirs 

ke new. 

SAMPLES . . . ESTIMATES ANYWHERE. 

lonada: Plant Maintenance Equipment Co. 

"Once Over Does If" 

SUPER SUCTION 

SINCE 1911 

THE DRAFT HORSE OF POWER SUCTION CLEANERS" 

(BJ 

"PHILLIPS CARBON SAVERS" 

$$ INVEST BY SAVING $$ 

Mfd. by Phillips, Box 788, Chorleston, W. 

Ask Your Theatre Supply Dealei 


• ALPHABETICAL INDIX 

• AOLINES & EXPLOITIPS 

• BOXOFFICE BAROMETER 

• EXHIBITOR HAS HIS SAY 

• FEATURE RELEASE CHART 

• FEATURE REVIEW DIGEST 

• REVIEWS OF FEATURES 

• SHORTS RELEASE CHART 

• SHORT SUBJECT REVIEWS 

• SHOWMANOISING IDEAS 

THE GUIDE TO ETTER BOOKING AND B U S I N E S S B U I L D I N G 

TEENAGERS AT $1 

HEAD JAM 38-HOUR ROCK' SHOW 

Miami Center Offers 'Rock Around Clock' Friday Through Midnight Saturday 

The 'gators and 'cats flocked into the 

Paramount Theatre at Miami by the hundreds 

during a 38-hour rock and roll marathon, 

from 10 a.m. Friday to 12 midnight 

Saturday, recently featuring "Rock Ai-ound 

the Clock." 

Complete figures are not available for the 

affair, but by Saturday noon more than 

5,000 of the jean and T-shirt crowd had 

passed the ticket takers at $1 a head, and 

the theatre was jammed by 1 p.m. The 

house finally was emptied at 2 a.m. Sunday 

morning. 

Harry Botwick, ad-publicity director for 

Florida State Theatres, and Manager 

Charles Whittaker, who arranged the 

"greatest rock and roll session ever to 

hit Miami," invited the youngsters to come 

any time of day, night or "early bright." 

SERVE COFFEE, DOUGHNTJTS 

The theatre served coffee and doughnuts 

to scattered devotees present at 7 a.m. 

Saturday after the hot dogs had been 

cleaned out earlier. The rest of the diet 

was filled out with cold drinks and candy 

bars—at their own expense. 

The fOm was on the screen at regular 

showings at FST's Coral and Cinema theatres 

at the same time. 

Handbills, radio disk jockeys, lobby displays 

and special ads advertised the event. 

The front pages of Miami newspapers 

provided some windfall pubUcity on the 

day the marathon opened when a candidate 

in one of Dade County's justice of 

peace races protested to the Paramount 

management, declaring he felt no child 

under 17 should be admitted to the theatre 

during the night during the hours 

"when they should be at home arid asleep." 

He threatened to petition the mayor for a 

special policeman to stand guard at the 

theatre entrance and bar the youngsters 

during the late hours. 

UNWORRIED BY CRITICS 

Botwick and Whittaker were not 

alarmed, regarding the event as a minor 

extension of the Paramount's regular showings, 

which start at 10 a.m. and extend to 

2 or 3 o'clock (midnight shows) Sundays. 

"We just let the kids have a good time 

and yell their lungs out," they said. "They 

are only young once, and maybe the rock 

Hepcats and olligators gather at the Center Theatre an hour before starting time and lined up for a 

block before the lote "Rock Around the Clock" showing at the Center in Oklohoma City. 

and roll fad will last only as long as Davy block or more before the late Saturday 

Crockett. They got a little excited and show. « 

demonstrated the latest jitterbug steps in 

the aisles from time to time." 

Manager Carl Hoffman of the Omaha 

(Neb.) Theatre had his telephone girls 

answer all calls, a week In advance and 

through the rim of "Rock Around the 

Clock," with "See you later, alligator," 

the title of the hit song in the film. 

A disk jockey show, John Stone's Nocturnal 

Nightcap on radio station KOCY 

at Oklahoma City, almost alone put over 

two late night showings of "Rock Around 

the Clock" for Don Wall, manager of the 

Center Theatre there. The only advertLsing 

was a one-column, 100-line ad in the 

local paper two days in advance and a onesheet 

lobby board. Stone kept up a stream 

of talk about the session, and offered passes 

to the first five phone-in correct answers 

on his questions. 

Outside of the radio, Wall screened the 

feature for student officials of the local 

high school. He handed out some record 

albums, sandwiches and ice cream at the 

preview. 

The response was enthusiastic. "They 

were actually dancing in the aisles," Wall 

said. 

The youthful patrons lined up for a 

May 5, 1956 — 119 

BOXOmCE Showmondiser : : 

This three-column, 7' 2-inch ad advertised the 

38-hour rock ond roll marxithon at the Paramount 

Theatre in Miami.

: May 

' 

Giant Cutouts Impressive in Giant Lobbies 

/-ôinfof^ Uilew 

Gicntism has a place in showmanship ... in a big lobby sometimes a big display is impressive. At left, 

lifcsize cutouts of Burt Lancaster, Gina Lollobrigida and Tony Curtis swing on a high bar suspended 

from the lobby roof of the Capitol Theatre in New York in advance of "Trapeze." Center: A nine-foot 

cutout of a photogrophic enlargement in color of the Creature was used by Manager Max Mink as a 

lobby piece for "The Creature Walks Among Us" at the Palace in Cleveland. Right: A striking 20-foot 

lobLy standee of Jane Russell in the New York Capitol lobby for "The Revolt of Mamie Stover." 

Five 'Duchin' Albums 

Start Film Buildup 

Five major recording companies have released 

albums of music from Columbia's 

"The Eddy Duchin Story" and later will 

record seven versions of the theme song, 

"To Love Again." Release of the record 

album three months before release of the 

film was arranged so that the full impact 

of the promotions to be conducted for these 

recordings will be making its impression as 

"The Eddy Duchin Story" moves into the 

nation's theatres. 

The five albums include Decca's recordings 

of Carmen Cavallaro, who plays the 

piano for Tyrone Power, as the title character, 

on the sound track of the film; Capitol's 

waxings of Harry Geller's orchestra: 

collections of original Duchin recordings, 

being issued by both Columbia and Vik, and 

the Mercury recordings by pianist David Le 

'Winter. 

The record companies have planned extensive 

nationwide promotion campaigns 

directed at disk jockeys, jukebox operators 

and record retail outlets. In addition to 

the material being distributed, large field 

forces are making direct contact on behalf 

of these albums and the single sides. 

Point-of-sale merchandising will include 

stickers for jukeboxes and window cards 

and streamers, counter displays, counter 

slips and other material. 

Doris Day on Cover 

Cosmopolitan's cover in April was graced 

with a full-color photo of Doris Day. The 

singing star was profiled in the issue in a 

six-page feature which gave top attention 

to her newest Paramount picture, "The 

Man 'Who Knew Too Much." 

'Special' Student Cards 

'Jester' Gag Stimulant 

In keeping with the general tone of the 

attraction, "The Court Jester," T. Murray 

Lynch came up with a gag in Moncton. 

N. B., that had the kids doing quite a bit of 

tongue- wagging. 

Lynch, who manages the Paramount 

there, distributed small green cards to the 

1,200 high school students, each card reading, 

"This card and 25 cents wlU admit 

one student to the Saturday matinee, April 

14, 1956." The punch line here, of course, 

is the fact that the normal student price 

is always 25 cents at the Paramount. But 

the resultant word-of-mouth did its duty. 

The manager also bannered the side 

panels of the trucks used by the local 

agency for the St. John News Co., using 

signs which announced the picture was 

Seventeen's Picture of the Month. 

Crazy Night Promotion 

At the White River Drive-In, Batesville, 

Ark., patrons were warned over the public 

address system not to come to the theatre 

on a particular night, unless they wanted 

a "crazy time" and were prepared for anything. 

Car hops were dressed up with play 

money bulging out of pockets—sign on 

backs saying they were "loaded." They 

blew snake whistles into patrons faces, 

every now and then refused to accept 

money for tickets, sometimes bought the 

tickets for patrons. Snack bar was sniped 

with "impossible" signs, offering confections 

at outrageously high prices. Water 

fountains warned against "poison water," 

urged purchase of beverage. It was announced 

over pa that a husband was coming 

after wife out with another man, with 

planted car racing out of ramp area. 

Ten little enterprises. 

All in a row; 

Keep 'em well developed ^. 

Or they all start to go. 

Ten little enterprises. 

Standing in a line. 

The movie house is marginal. 

Soon there tvill be nine. 

!\ine heedless businessmen 

Scorn the theatre's fate; 

i\'ext the soda parlor folds 

And then there are eight. 

Eight smug proprietors 

Feel no great distress 

Till the florist closes down. 

Making one less. 

Seven fretful storekeepers 

Now are in a fix. 

Soon the dress shop drops its 

And then there are six. 

Six merchants scan the street. 

Once a busy hive— 

Now too dull for watch repair, 

So soon there are five. 

Five worried operators 

See the crowds no more; 

Next to go, the restaurant. 

And now there are four. 

lease. 

Four tradesmen in a rut 

Find their sales diminish. 

Hardware, dress shop, bookstore fold 

Leaving one to finish. 

One lonely five-and-dime 

[And lots of room to park!) 

Finally gives up the ghost— 

And then the street is dark. 

Ten little enterprises, 

W hen this tale begun; 

Take one aivay. 

And then there are none. 

—LARRY GOODMAN 

Banners for 'Las Vegas' 

Buses in Minneapolis and St. Paul were 

bannered with giant-size Day-Glo posters, 

measuring 18x3 feet, for "Meet Me in Las 

Vegas" at the Gopher and the Strand. This 

marked the first time such giant posters 

were used on buses in the Twin Cities for a 

screen attraction. The ballyhoo was arranged 

by Jim Eshelman of the Strand, St. 

Paul, Bob Karatz of the Gopher, Minneapolis, 

and Norm Levinson, MGM. 

Big 'Picnic 

Buddy Brown, manager of the Miller 

Theatre in Wichita, Kas., turned over 300 

guests tickets to a motor car company, T 

which were for distribution to prospective I 

buyers having their cars appraised at the 

Ticket Return 

firm's "Picnic of Values." This brought 

400 radio spots and 40 TV spots, plus the 

newspaper ads, mentioning the "Picnic" 

ticket offer. 

t 

| 

120- BOXOFFICE Showmandiser : 

5, 1956

Snow Sea Foods Fill 

'Carousel' Sailboat 

Business Stimulator for 

Small Towns 

.t 

to a net draped over the side of the vessel. 

On the wall behind the display, Pepin 

hung posters explaining who Cap'n Enoch 

Snow was, and the part the character of 

the same name plays in the musical. 

) Pepin used a floor-to-ceiling setpiece for 

"I'll Cry Tomorrow" in the lobby two weeks 

in advance. This display carried a huge 

cutout of Susan Hayward, a rephca of the 

book from which the film was adapted, 

and ten stills. An accompanying sign read, 

"This story was filmed on location ... inside 

a woman's soul!" 

Novel Marquee Wording 

Attracts Attention 

Ray Monroe, manager of the Dunes Theatre, 

Zion, 111., proved that the use of the 

right word in the right place makes a big 

difference in advertising. So, on the attraction 

board of his theatre he billed "To Hell 

and Back" 'WrrH "Lady Godiva." 

"To Hell and Back" and "Lady Godiva," 

Monroe thought, is merely a double-feature, 

but with the word "with" between, the attraction 

board became a conversation piece. 

Amusement was evident on the faces of 

patrons as they read the board and many 

remarked about the wording of the sign. 

The biggest laugh came when an elderly 

lady purchasing a ticket asked the cashier. 

"Did Audie Murphy really go 'To Hell and 

Back' with 'Lady Godiva'?" 

Big 'Alexander' Pressbook 

A jumbo size exploitation manual on 

"Alexander the Great." 18x24 inches, has 

been sent out to 15.000 exhibitors by United 

Artists. It is packed with ideas for both 

large and small situations. A special section 

calls attention to the many accessories. 

It's rough going for a small town tlieatre 

reports Don Bowen of the Don Tlieatre 

in Erie and the Roxy in Pecatonica, 111., 

but with the right ideas and cooperative 

merchants a small exhibitor can get along. 

And Don goes on to describe a "right" idea, 

one which has succeeded for him not only 

at the Don Theatre but also at a cafe he 

used to operate. The stimulator is a ticket 

club. 

He sold 15 merchants on the idea. 

Briefly each participating merchant receives 

a supply of Don Theatre Ticket 

Club cards (5x2% inches), each good for 

free admission to the theatre when 

punched out and signed, plus a window display 

placard advertising the ticket club 

with such lines as, "Go to the Movies Free," 

"I also had a film made up explaining 

When the Darnel Webster Theatre in what the idea is, and listing the cooperating 

Nashua. N. H., lined up "Carousel," Manager 

merchants." Bowen explains. "The 

Armand F. Pepin set up a sailboat display 

merchant writes his name and that of the 

in the lobby, loading it down with customer on a ticket club card, then 

items in the Snow's canned goods line. Included 

punches out various amoimts with the cash 

were tins of clam chowder, corn purchases. 

chowder, lobster stew, fish chowder, lobster 

newburg and minced clams. Pennants flying 

from the boat carried the names of the 

When $15 worth of purchases have been 

made, the merchant dates the card, and 

hands it to the customer, who can use it 

products, while scene stills were attached 

etc. 

'Magic' Post Card 

Gives Plug for Film 

Post-card size heralds were mailed 

around Yakima, Wash., recently, showing 

one man telling another, "I'll tell you a 

secret if you'll dip me in water." 

Naturally, all recipients did as directed, 

and the following message filled in on the 

reverse side: "A 'sneaky' way to tell you 

of just one of the many fine pictures we 

are playing at the Capitol." A blurb and 

playdate information for "The Trouble 

With Harry" followed. 

Henry Gralnik, house artist, built this 10x22- 

foot sign in the lobby of the Century at Buffalo, 

managed by Robert T. Murphy. Blown-up 

colored stills are along the side, palm leaves 

entwined with blinking lights cover the top, 

with multicolored balloons overhonging. Music 

from the original soundtrack played behind the 

sign. 

as a ticket to get into any show at any time 

within 30 days from the time it is issued. 

If a child under 12 wishes to use a ticket 

club card only one-half of the total, or 

$7.50, is punched out. In this ca.se the 

merchant punches out the word adult, so 

that the customer cannot punch out the 

additional $7.50 and obtain an adult admission. 

"As the cards are turned in at the theatre, 

I redeem them at whatever merchant's 

name is on each card and get the full 

price of admission. 

"What sells the merchants on this deal 

is that it costs them nothing until they 

have the merchandise sold, and the money 

in their cash registers." 

This setup can run indefinitely. 

'Cry' Campaign Built 

On Book Promotions 

Free use of the book tie-in helped Manager 

Sam Newman at the Avon in Watertown, 

N. Y., put across "I'll Cry Tomorrow." 

Newman had a walking book parade in 

front of the theatre and through the business 

district during rush hours, then put it 

on top of an automobile to tour downtown 

and outlying districts. 

A contest in the lobby used the pocket 

edition of the book as a prop. Several 

pages inside the book were stamped "Free 

Guest Ticket." and passes were given to 

people would could open the book, on the 

first try, to one of these pages. 

A local book agency distributed 50 window 

cards bearing the copy, "Read the 

book—see the picture." Twelve 40x60s were 

made up from the Life and Look magazine 

displays on the picture, and one was made 

up of stills and pressbook copy. The same 

copy also was tagged on ten 8x10 stills showing 

the book, and these were set up inside 

bookstores at the counters where "I'll Cry 

Tomorrow" was merchandised. 

Herald Looks Like Money 

A herald in the form of a folded tendollar 

bill has been worked up for "Meet 

Me in Las Vegas" by Norm Levinson, MGM 

press representative in Minneapolis. Imprinted 

so that at a glance the top side 

of the herald resembles a real ten-dollar 

bill, the inside of the bill bears an ad on 

the picture, plus space for playdate and 

theatre name Imprint. 

May 5. 1956 121 

BOXOFTICE Showmandiser : :

: May 

VACATION MOVIES: Theres still Time 

To Organize for This Profitable Community Venture 

For those exhibitors who have not as superintendent. Once this is obtained, the 

yet developed plaiis for summer children's door is open for fuU participation by 

shows, there is still time to initiate the principals who will permit ticket selling 

Summer Vacation Movie plan which was in the schools, by PTAs who do the organization 

inaugurated by the Fox Midwest ciixuit 

and promotion work, and assure 

several years ago imder E. C. Flhoden, then 

head of the circuit and now president of 

cooperation from other civic groups interested 

in good entertainment for the youngsters. 

National Theatres. 

In some communities, the program 

In four years, this plan, which calls for 

close cooperation between Parent-Teacher 

associations, the schools and exhibitors, has 

met with singular success in all sections 

of the country. The basic idea is to malce 

a series of programs available to children 

for $1. to select the pictures in association 

with the PTA or other civic gi'oups, sell 

the series through the schools and to conduct 

the entire project on a public service 

level. 

In the Fox Midwest lineup of participating 

theatres, 12 programs are sold for $1, 

with 25 cents charged for a single show. 

Last summer, 11 Fox and two Commonwealth 

circuit theatres in Kansas City 

sponsored Vacation Movie programs, with 

the PTA groups in the various neighborhoods 

in which the theatres are located 

taking over as the sponsoring agents. In 

Miami, the Wometco circuit was successful 

with a program of eight shows for $1 with 

five theatres participating. 

Tuesdays and Wednesdays have been the 

most popular days for the programs. In 

Sidney, Neb., the series was so popular last 

year, performances were held at 10 a.m. 

and 2 p.m. Wednesdays. 

By allowing the PTA to 

help select the 

pictures—or, in some instances, letting the 

children ballot on the pictures they want 

to see—a real fine community relationship 

Is established, and civic backing is assured 

because of this participation in the planning. 

The first and absolutely essential step 

is to enlist the support of the school 

is established under sponsorship of a group 

of civic clubs. In Hutchinson, Kas., where 

the idea was introduced in 

1951, teachers, 

ministers, parents and Scout leaders joined 

to create the Children's Committee for 

Visual Recreation as the sponsoring organization. 

In BellevUle, ni., the sponsoring 

group consists of representatives of the 

PTA, Council of Catholic Women, Council 

of Protestant Women, Federated Women's 

Clubs, Association of University Women 

and the recreation depai-tment. 

To be really successful, the impetus and 

enthusiasm must come from these groups. 

Without it a theatre manager has a tough 

haul, and the series becomes just another 

Kiddy Show idea. 

Important steps in the planning includes 

1. Selecting the films. Several weeks before 

school is out, the exhibitor should meet 

with the committee to select the films. The 

exhibitor should have a list of suitable 

films available, with all films selected from 

various approved lists. In addition to the 12 

preferred pictures, the committee should 

select alternates in case prints are not 

available. 

2. Children's balloting. Where arrangements 

can still be made, it is desirable to 

print a list of prospective titles and have 

the kids vote for their favorites. This has 

been an important factor in the success of 

many series. It creates wider interest in 

the program, it gives the children a sense 

of importance in the entire plan, and it 

eliminates "shooting in the dark" as to 

what pictures the children want to see. 

Pictures That Have Been Popular at Vacation Movies 

Following is a list of films which have been selected by Vacation Movies sponsoring 

organisations and, in some instances, by the children themselves. A number of 

them are available through the Children's Film Library, which the distributors sponsor 

through the Motion Picture Ass'n of America. 

Adventures of 

Robin Hood 

Alexander Graham Bell 

Along Came Jones 

Annie Get Your Gun 

Arctic 

Fury 

Bedtime for Bonzo 

Bill and Coo 

Biscuit Eater, The 

Black 

Beauty 

Boy With Green 

Boys Ranch 

Challenge to 

Hoi 

Lassie 

Christopher Columbus 

The 

Daniel Boone 

Down to the Sea in Ships 

Fancy Pants 

Fearless 

Fagon 

Four Little Peppers in Trouble 

Francis 

Frogmen, The 

Gallant Bess 

Jack and the 

Golden Stallion 

Geronimo 

Huckleberry 

Finn 

Beanstalk 

Jackie Robinson Story 

Kidnapped 

Kim 

Ma and Pa Kettle Go to Town 

My Friend Flicka 

My Pal 

Gus 

Mr. Scoutmaster 

Penrod and Sam 

Poor Little Rich Gir[ 

Pride of St. 

Louis 

Rebecca of Sunnybrook Farm 

Rusty Leads the Way 

Secret 

Stablemates 

Garden, The 

Torzan's Magic Fountain 

Trigger Jr. 

Trail of the Lonesome Pine 

The Yearling 

Wizard of Oz 

Receipts and Expenses 

Report on Small-Town 

Vacation Movie Program 

RECEIPTS 

Town Population: 3,450. 

Size of Theatre: 762. 

Season tickets sold: 308 at $1 each. 

Single tickets sold at boxoffice: 2,098 at 

25 cents, $514. 

Total concessions sales: $405.64. 

Total attendance, 12 shows: 5,121. 

Average attendance per show: 426. 

Total attendance, 12 shows: 3,023 season 

tickets or average 252 per show. 

Total attendance, 12 shows: 2,098 single 

tickets or average 175 per show. 

Average gross per show: $63.83. 

Average concessions sale per show: $33.80. 

Film cost: $190.50. 

EXPENSES 

600 season tickets printed: $13.26. 

Wages, concessions only: $15.00. 

Trailer: $28.17. 

2,000 heralds: $9.75. 

(Distributed in schools by teachers and 

PTA) 

Newspaper ads in weeklies: $75. 

Estimated profit for season: $632.42. 

3. Advance sales. This is a must, because 

to succeed the Vacation Movies must be 

well attended. Once the PTA takes over 

sponsorship, selling of season tickets 

through the schools is automatic. 

4. Dates and schedules. In most communities, 

the series runs 12 programs, on a 

date acceptable to the committee and the 

exhibitor, 

in order to suit local conditions. 

5. Publicising the series. At this late 

date, a hurried job wUl have to be done 

in the schools, particularly in rural areas. 

The moment pictures are selected, a leaflet 

should be distributed to all schools. Pictures 

should be listed, as well as other 

pertinent information. Teachers should 

urge children to take the leaflets home so 

that parents are informed of the plan. 

6. Length of program. Shows are two 

hours long in almost all instances, and include 

the feature, a cartoon and a short 

subject such as a travelog, science film or 

novelty. 

7. Maintaining order. It has been found 

that order is easily kept if six or more men 

or women of the sponsoring organizations 

are assigned as monitors. 

Series tickets can either be of the punch 

variety, or a card with 12 perforated admission 

tickets. The experience on the latter 

has been that few kids lose the tickets. A 

strip used by the Fox Midwest theatres is 

nine inches long by two inches wide with 

each of the perforated stubs about a halfinch 

deep. 

A four page layout headed "Rotten Business 

in the Ring" in the April 16 Life is 

good exploitation material for Columbia's 

"The Harder They Fall." 

— 122 — BOXOFTICE Showmandiaer : 

5, 1956

: 

May 

o"^ 

What's Exploitable 

in the Magazines 

Life devotes two pages of pictorial layout 

to Alfred Hitciicock's "Tlie Man Wlio 

Knew Too Much" in the April 23 number. 

One suspenseful scene is depicted under 

the headline, "A Hair-raiser In a Concert 

Hall." 

RKO's "Glory" gets solid mention in 

a feature story on Margaret O'Brien in 

the June Movie Secrets. Scenes from 

the film are included in the photo 

spread which accompanies the story of 

the young star, milking her adult filvi 

debut. 

"Nice Girls Can Succeed" is the title of 

a two-page illustrated spread in Parade for 

April 29 on E>eborah Kerr and her role in 

the Cinemascope 55 production of "The 

King and I." 

May issue of Coronet gives good 

murks to Mitzi Gaynor for her performance 

in "The Birds and the Bees." 

"This give-foot-six package of personality 

is a hot Hollywood property today." 

says Coronet's reviewer. 

Warner Bros.' "Moby Dick" gets the special 

merit award from Parents' Magazine 

in the June issue. The magazine says the 

film is "a truly great film." 

Woman's Home Companion, iii the 

"Between Us ... " column of the May 

issu^, gives prominent million to Allied 

Artists' "Friendly Persuasion." Credit 

also is given to Gary Cooper, who costars 

in the film with Dorothy McGuire. 

J. Arthur Rank's "Touch and Go" gets 

picture-of-the-month treatment from Seventeen 

magazine in June. Three stills from 

the U-I release accompany the capsule 

commentary on the film. 

May issue of Screen Stories accords 

"The Bold and the Brave" a highly favorable 

review, giving the readers a 

glimpse into two "stand out" scenes in 

the RKO film. 

"Alexander the Great" has been awarded 

the Parents' Magazine Medal of Special 

Merit. The publication and its Parents' 

Institute is backing its selection with radio 

plugs over 450 stations, publicity in a chain 

of children's magazines, library displays, 

school projects, parent-teacher organizations 

and discussion groups. 

A four-page layout in the April 9 

issue of Life presents a detailed analysis 

of the necessary ingredients making 

up a typical "Man in the Gray 

Flannel Suit." Good plugs for the film 

abound, as do suggestions for merchant 

tieups. Scene stills are included on 

three of the pages. 

A personality study of Rhonda Fleming 

in the June issue of Screen Stars gives hefty 

mention to RKO's "While the City Sleeps" 

and "Slightly Scarlet." 

BOXOFFICE Showmondiser : 

Visiting Stars. Trays of Keys. Co-Op Ads 

And Identity Contests Publicize Suit' 

The power of well-known names exploited 

by powerful publicity media present 

in a large city is illustrated by the 

benefit premiere of "Tlie Man in the Gray 

Flannel Suit" at the Fox Theatre in San 

Francisco. Manager Herman Kersken reported 

the spectacular-type promotion netted 

$54,000 for Boys Towns of Italy, a 

sizable night's take! 

The city was well alei-ted by pictures, 

stories and column breaks in the four newspapers, 

interviews on radio and TV and 

displays in windows of major stores. All 

this was based on the stars, who made stage 

appearances on opening night—Ann Blyth, 

Cesar Romero, Robert Stack, Rosemary 

Bowe, Margaret O'Brien and Cameron 

Mitchell. Mrs. George Skouras, national 

chaii-man of the Boys Towns of Italy program: 

Mayor and Mrs. George Christopher 

and other prominent citizens attended. 

CHOIR OF 100 AT THEATRE 

Aime Belfer, Pox Theatre publicist, and 

Hanns Kolmar and Eddie Yarbrough were 

back of the citywide buildup. Kersken had 

searchlights, flowers and a chorus of 100 

male and female voices in front of the 

theatre. The choir sang "up" tunes between 

comments by the emcee as the notables 

arrived. 

Here's one about a manager who not only 

promoted a full page of cooperative advertising, 

but also wrote the eight component 

ads himself. "But I got the picture mentioned 

plenty, so perhaps it was a good 

idea to write the ads," advised Bill Straub 

of the Paramount in Glens Falls, N. Y. 

Straub lined up a women's fashion shop, 

a haberdashery, furniture and toy shop, 

automobile dealer, electrical appliance 

store, restaurant, and lumber dealer for 

the page, plugging "The Man in the Gray 

Flannel Suit." Copy in each ad tied in 

with the title of the film or its theme. 

The manager commented that he received 

$350 worth of advertising for the theatre 

at a cost of $12.34. And, he concluded, 

"P.S. Business was great!" 

A tieup with a leading men's wear shop 

in Portland, Ore., Bradford's, handling 

Eagle brand clothing, proved a successful 

promotion for "The Man in the Gray Flannel 

Suit" at the Fox. 

KEYS BRING IN 2,000 MEN 

Dean Matthews, manager, and Herb 

Lauterstein of Bradford's combined forces 

with a display of dummies clad in gray 

flannel suits in the Fox lobby plus a parade 

of shapely models throughout downtown 

Portland. The models carried trays containing 

keys. Passersby were invited to 

pick a key. If the key fit the lock of a 

treasure chest on display at Bradford's the 

holder was entitled to an Eagle gray flannel 

outfit. Matthews reported more than 

2,000 men visited Bradford's as a result 

of the gimmick. 

5, 1956 — 123 — 

Boston interest in "The Man in the Gray 

Flannel Suit" was whetted recently by a 

seven-day newspaper tieup and an "Identify 

the Man in the Gray Flannel Suit" 

contest. Phil Engel, 20th-Fox publicist in 

the New England territory, promoted a gray 

flannel suit and had a man roam around 

town until identified in connection with the 

feature's opening at the Metropolitan Theatre. 

The first day a $25 war bond was given 

to a woman who picked the man out on a 

busy corner. On the second and third days, 

passes were given out. On the last day a 

suit was given to a man who trailed the 

"Gray Man" for three hours. The contest 

received front page breaks, photos of the 

winners were used and a great deal of 

excitement created with this stunt. 

Artist Finishes Portrait 

In Lounge of Theatre 

The picture above shows Lloyd Mills, the 

theatre manager, at right, with Arthur 

Stafford, the artist. 

Lloyd Mills, manager of Smith Management's 

Cinema Theatre, Fi-amingham, 

came up with a promotional scheme which 

caused much favorable comment among 

the patrons and which made the local 

papers and newscasts. 

In the spacious lobby lounge of the 

Cinema, Mills has long arranged for local 

artists to show their paintings. Recently, 

he asked a prominent artist from Boston 

and Gloucester to appear in the lounge to 

complete one of his portraits in oil. 

The stunt was announced in the papers 

and over the radio and 75 chairs were arranged 

in the lounge for theatre patrons. 

Hundreds showed up. 

Mills also arranged for the state art committee 

of the Women's Clubs to hold a tea 

in the lounge of the Cinema recently, with 

discussions on how to advance art. 

He also invited the Bay Path Girl Scout 

Council to hold its second annual Girl 

Scout birthday party in the theatre. Limited 

to 2,000 girls, the affair was oversubscribed. 

Tenley Albright, local champion skater, 

was the guest at the affair.

BOXOFFICE BAROMETER 

This chart records the performance of current attractions in the opening week of their first runs in 

the 20 key cities checked. Pictures with fewer than five engagements are not listed. As new runs 

are reported, ratings are added and averages revised. Computation is in terms of percentage in 

relation to normal grosses as determined by the theatre managers. With 100 per cent as "normal," 

the figures show the gross rating above or below that mark. 

1 AU That Heaven Allows (U-I) 

i £ 3 e i 3 I i S < 5 2 2 X ? « I £ ^ 

I I I I 

a 

g I i i i i I i I I i ^ < 3

Fcoture 

BOXOFFICE 

productions by 

denotes BOXOFFICE Blu 

sfory type: vO Comedy; 

• ard; Q color photogrophy. 

lAdl Advcnturc-Oioma; iCD 

r review dates and Picture 

Letters 

and co 

Comedy-Drama 

Guide page ni 

Feature 

BOOKIN6UIDL 

chart 

ALLIED 

ARTISTS 

COLUMBIA 

3 I i 

©Footsteps in the Fog (90). D.. 802 

Stewart (Irjinger, Jean Simmons 

Night Holds Terror (86) 0.807 

Jack Kelly, lUldy Parks 

Special Delnery (86) C..806 

© Gun That Won the West 

(71) W..809 

Dennis Morgan. Paula Raymond 

Apache Anibush (67) W. .804 

Bill Williams. Richard Jaeckel 

19] Return o( Jack Slade, The 

(79) d) W..5528 

Jolm Brlcôn, ^larl Blanchard 

n Bobby Ware Is Missing 

«6) D..5532 

Neville Brand. Jean WUIn 

(102) © MC..810 

Janet Leigh. J. Lcmmon. B. Oarrttt 

©Count Three and Pray 

(102) © 00.. SU 

Viui Ueflln, Joanne Woodward 

Devil Goddess (70) Ad.. 805 

Johnny Welssmuller. .\ng»la Stevens 

Duel on the Mississippi (72). 0. .80S 

Lex Barker. Patricia Medina 

Queen Bee (95) D..819 

Joan Crawford. Barry SuUlvan 

|32lOParis Follies of 1956 

(73) M..5534 

Forrest Tucker. WUllng Sisters 

[4] Shack Out on 101 (80) . . D . .5535 

Terry Moore. Frank Lovejoy, 

Keenan Wynn 

S3 ©At Gunpoint (80) ©. . W. .5531 

Fred M.icMtirray. Dorothy Malone, 

Walter Brennin 

[fl Invasion of the Body Snatchers 

(80) f) SF..5602 

Kevin McCarthy. Dana Wynter. 

King Donovan 

@ OWorld Without End 

(80) © SF..5607 

Hugh Marlowe. Nancy Gates 

[flThunderstorm (81) 0..5604 

I/lnda Christian, Carlos Thompson, 

diaries Korvln 

22 Navy Wife (83) D..5611 

Joan Bennett. Gary Merrill. 

Shirley Yamagijchl 

M Crime in the Streets 

(91) Cr..5614 

John Ca-^savetes. James WTiltmore 

S ©Naked Hills. The (84) 00.. 5605 

David Wayne, Keenan Wynn, 

James Barton. Marcia Henderson 

15 King of the Coral Seas 

(74) Ad.. 5617 

Chips Rafferty. lima .\dey 

(3 ©First Texan. The © W. Jul 

Joel McCrea. Felicia Parr 

511 ©No Place to Hide (72) . . D . Jul 

David Brian. Marsha Hunt 

m Hold Back the Night D.Jul 

John Payne, Mona Freeman 

m Magnificent Roughnecks. . CD. Jul 

Jack Carson. Mickey Rooney 

(g ©Canyon River © W. .Aug 

George Montgomery. Peter Graves 

H Three for Jamie Dawn . . D Aug 

Laralne Day. 

S Intruder, 

Rlcardo 

The 

Montalban 

D Aug 

Edmund Purdon*. Lupino 

Ida 

©Friendly Persuasion D. 

Gary Cooper, Dorothy McOuire 

Young Guns W. 

Riiss Tamblyn, Gloria Talbott

EATURE 

CHART 

The Key to letters and comblnatisiu thereof Indicating story type: (Ad) Adventure-Droma; (Ac) Action- 

Drama; (An) Animoted-Actlon; (C) Comedy; (CD) Comedy-Dromo; (Cr) Crlme-Dromo; (DM) Drama 

with Music; (Doc) Documentary; (D) Drama; (F) Fantasy; (FC) Farce-Comedy; (Ho) Horror-Drama; (Hi) 

Historical-Dramo; (M) Musical; (My) Mystery; (OD) Outdoor-Drama; (SF) Science-Fiction; (W) 

REPUBLIC 

1 ti

I Am 

. 

SF 

. S«p 

Dec 

. 

. Jan 

Feb 

D 

Sep 

. 

. 

Feb 

. 

Nov 

. 

Mar 

. Mar 

May 

Nov 

. 

FEATURE CHART 

^HORTS CHART 

INDEPENDENT 

AMERICAN INTERNATIONAL 

OSimba-Terror of the Mau Mau 

0Apaclie Woman (S3) W . 55 (99) . 55 

Irk 

Lio>d Bridges, Joan Taylor 

Boi;arde, Virginia McKenna 

Btast With a Million Eyta (78) . . . Oct 55 

I'dul Birch, Lorna Tbajer 

LOUIS dcROCHEMONT 

Operation Malaya (65) Doc. Oct 55 Great Adventure, The (72) .... Doc Sep 55 

Sppclal cast 

Day the World Ended (BO) ®''SF..DecSS 

Kli'h.ird IH^nnlng, Lorl Nelson 

Phantom From 10,000 Leagues 

(80) SF. .Dec55 

Koiil Tuylor. Calhy Douns 

ARLAN 

Livinj North. Tlie (74) Doc . 

Kilmai In Lapland; native cast 

(KnglLsh narration) 

ASSOCIATED FILM 

Last of the Duperados (71) W. . 55 

.ianies Craig, Margia Dean 

TwoGun Udy (76) W. .Dec 55 

I'fsgle CasUe, William Talman 

Wild Dakotas (73) W.. Feb 56 

Hill Williams, Coleen Gray, Jim Datls 

Blonde Bait (71) D. Apr 56 

lloverly Mlctiaels. Jim Darts 

Three Outlaws, The (..) W.MaySS 

.N'oilllf llr;ind. Bruce Bennett 

ASTOR 

Intrld Bergman, Mathlas Wlemao 

BANNER 

SWetbacks (86) AC. 

Lloyd Bridges, Nancy Gates 

BUENA VISTA 

V,!OAIrican Lion. The (73). 

©Littlest Outlaw, The (75).. 

i'l'dro Armendarlz, .\ndres_ 

©Great Locomotive Chase 

Jeff Hui 

©Davy Crockett and t 

Pirates (..) 

Fess Parker, Buddy 

CONTINENTAL 

H.ll 24 Doesn't Answer (100).... 0. 

Michiiel Wager, Haya Hararlt 

(English 

CARROLL 

dialog) 

Princess Cinderella (72) F. 

Sih.ina .lachino, lioberto Villa 

(Dubbed in English) 

.Feb 56 

Jun 56 

Narla Kunoth, Robert Tuda Wall 

Frisky (98) CD.. 

Glna Lollobrlgida, Sica 

Vlttorlo De 

) .. May 56 

Glna Lollobrlgida. Daniel Gclhl 

EDEN 

One Way 

to Hell (65). Feb 56 

.Non-professional cast 

EMBASSY 

Wiretapper (80) .. Feb 56 

Bill Williams, Georgia Lee 

FILMAKERS 

Mad at the World (72) D.. Jul 55 

Frank Uvejoy. Cithy O'DonneU 

FINE 

ARTS 

Strangers (80) D. 

ln',;rid Bergman, George Sanders 

GIBRALTAR 

©Fury in Paradise (77) D. . 

I'eter Thompson, Itea Iturblde 

Silent Fear (66) D.. 

Andrea King. Peter Adams 

HOWCO 

Lum and Abnef Abroad (72) . . . C. Feb 56 

Lum and Abner, Jill Alls 

©M'naga (..) Ad.. May 56 

IFE 

Sabu 

Lease of Life (93) D . 

liobert Donal. Kaj Walsh 

(English dialog) 

©Lost Continent (95) © Dot. . 

Travelog of Indonesian Islands 

(English narration) 

LIPPERT 

Lonesome Trail, The (73) ... 

W'ayne Morris, John Agar 

56 

56 

W. Jul 55 

u- Sucksdurff, Anders .NurborR 

Keller in Her Story (formerly 

The Unconuuercd") (55) . Doc. Apr 56 

rraled by Kathcrlne l'orne,l 

MAGNA 

Oklahoma! (150) T-AO DM. Oct 55 

rdon Maoliae. Shirley Junn 

MAKELIM 

Peacemaker. The (..) W..Feb56 

ucs Mlii-hell. Kosemarle Bone 

TRANS-LUX 

Lovcis and Lollipops (85) CD Apr 56 

Lori Marcll. GfralU Cll.oughlbl 

VAN WOLF-API 

Dementia (55) D 

Adrienne Barrett. Sot.i 

Bruno Ve 

©Picasso (50) Doc. 

A lour or the artlsfa work 

VISUAL DRAMA 

Sins of Pompeii (73) D . 

(liurtes Marchal, Michellne Preslr 

WOOLNER BROS. 

Swamp Women (75) D.. Apr 56 

Beierb- Garland, Marie Windsor. C. Mathews 

REISSUES 

BUENA VISTA 

©Fantasia (81) M . 55 

(Supcrscope added, with 4-traek sound and 

slereopbouic sound.) 

©Sonj of the South (95) M Feb 56 

. . 

Kuth Warrick. Bobby Driscull. Luana fallen 

COLUMBIA 

Walk a Crooked Mile (91) D Dec 55 

Louis Hayward, Dennis O'Keefe 

HOWCO 

©Outla 

DCA 

a Camera (95) C . . Auo 55 

Julie Harris, Laurence Han 

Wages of Fear (106) D.. Feb 56 MGM 

Yies Moniand. Charles Vanel 

Green Dolphin Street (141) D.. Oct 55 

Plea>e Murder Me (76) D.. Mar 56 Lanu Turner. Van Heflin. Donna Reed 

.Angela Lansbury, Raymond Burr 

Philadelphia Story (112) CD. Oct 55 

Jedda the Uncivilized (..) 0.1 

Cary Grant. Katharine Hepburn 

Guy Named Joe, A (120) D . 55 

Spencer Tracy, Irene Dunne, Van Johnson 

30 Seconds Over Tokyo (138) D.. Nov 55 

Spencer Tracy, Van Johnson, P. Thaxter 

©Billy the Kid (95) W.. Dec 55 

Robert Taylor, Brian Donlevy 

Honky Tonk (105) D..Dec55 

Clark Gable, Luna Turner. C. Trevor 

Stratton Story, The (106) D 

. . Feb 56 

James Stewart. June Allyson 

©Three Musketeers (126)) D.. Feb 56 

Lana Turner, Gene Kelly. Van Heflin 

©Northwest Passage (126) D.. Mar 56 

Spencer Tracy, Robert Young. Ruth Hussey 

©Yearling, The (128) D . 56 

a. Peck, J. Wyman, Claude Jarman jr. 

PARAMOUNT 

©Shepherd of the Hills (98) 

. . . .D. Oct 55 

John Wayne. Betty Field. Harry Carey 

©Trail of the Lonesome Pine (99) 

. 

. . Oct 55 

Henry Fonda. Fred MacMurray 

©UnconQuered (146) D. .Oct 55 

Gary O)oper. Paulette Coddard 

©White Christmas (120) M . . Oct 55 

Bing Oosby. Danny Kaye. Rosemary Clooney 

©Streets of Laredo (92) W. .May 56 

William Holdcn. Macdonald Carey 

Two Years Before the Mast (98). D. May 56 

.Man Ladd. Brian llonlevy. William Bendix 

©Whispering Smith (89) W. May 56 

Alan Ladd. Robert Preston. B. Marshall 

RKO 

One Minute to Zero (105) D . 56 

Robert Mltcbum. Ann Blylh 

Big Sky. The (112) OD.Apr 56 

Kirk Douglas, Dewey Martin. E. Threatl 

©Flying Leathernecks (102) D 56 

. 

John Wa>-ne, Robert Ryan, Janls Carter 

Lusty Men (113) D.. May 56 

Susan Hayward, Robert Mllchum 

UNIVERSAL-INT'L 

Roots (109) ©Tap D. May 56 

Huflln, Van Susan Ward Bond 

llawaid. 

Raiders ©Kansas (80) W.. May 56 

Audle Murphy, Tony Curtis, B. Donleiy 

. 

. 

il £ II li 

COLUMBIA 

COMEDIES 

ALL-STAR 

8411 One Spooky Night. (16). Sep 55 -\- 10- 8 

8412 He Took a Powder (17) Oct 5S 

8413 Hook a Crook (16) ...Nov 55 

8414 Come On Seven (16) Fea 56 ± 4-21 

ASSORTED FAVORITES 

8421 Honeymoon Blues (17). Sep 55 

8422 The Jury Goes Round 'n 

Round (18) Nov 55 

Should Husbands Marry? 

8423 

(17) Dee 55 .. 

CANDID MICROPHONE 

(One-Reel Specials 

8551 Subject 3. Series 2 (11) Sep 55 

3552 Subject 4, Serias 2 

(IOI/2) Dec 55 

8553 Subject 5. Series 2 (11) Jan 56 

CINEMASCOPE FEATURETTE 

(Technicolor) 

S441 Wonders of Manhattan 

(16) Feb 56 H 1-21 

COLOR FAVORITES 

(Technicolor Reissues) 

8601 Tooth or Consequences 

(61/2) Sep 55 

S602 Up 'n Atom (6) Oct 55 

Hot Fool Lights (7).. Nov 55 

Rippling Romance (8) . 55 .... 

8605 Foxy Flatfoots (6) .. Dec 55 

8606 Cagey Bird (6(/2) Jan 56 

COMEDY FAVORITES 

SJ31 Pardon My Lamb Chop 

(17) Oct 55 

8432 Radio Romeo (17^2) .. Dec 55 

8433 Wedlock Deadlock (16) . Dec 55 

MR. MAGOO 

(Technicolor) 

7704 Madcap Magoo (6)...Jun55 . .. 

(1955-56) 

8701 Stage Door Magoo (7). 0ct55 

MR. MAGOO CINEMASCOPE SPECIAL 

8751 Magoo Makes News (6) . Dec 55 

SCREEN SNAPSHOTS 

8851 Hollywood Bronc Busters 

(9) Sep55 :!: U-19 

6852 Great Al Jolson (11). Oct 55 

8853 Hollywood Premiere 

(10) '55 

CINEMASCOPE CARTOONS 

til II

. Nov 

SHORTS 

CHART 

Short subjects, listed by compony, in order of releose. Running time follows title. First is notional releose 

month, second the dote of review in BOXOFFICE. Symbol between dotes is rating from BOXOFFICE 

review. H Very Good. + Good. ± Foir. — Poor. = Very Poor. Photogrophy: Color and process as specified. 

P14-6 Poop Goes the Weasel 

(6) Jul 55 ± 10-22 

(1955-56) 

P15-1 Rabbit Punch (6) . . . Sep 55 + 12- 3 

P15-2 Little Audrey Ridinj Hood 

(6) Oct 55 + 12- 3 

P15-3 Kitty Cornered (6).. Dec 55+ 1-21 

PACEMAKERS 

K14-4 Five Hundred Horses 

(10) May 55 9-17 

K14-5 Florida (9) . Adame .Jun 55 10-22 

in K14-6 Walk the Deep (10) Jun 55 + S-20 

POPEYE CARTOONS 

(Technicolor) 

E14-7Gift of Gag (6).... May 55 S- 6 

E14-8Car-azy Drivers (6) . .Jul 55 + 10-22 

(1955-56) 

E15-1 Mister & Mistletoe (6) Sep 55 12- 3 

E15-2C0PS Is Tops (6i/2)..Nov55 1-21 

E15-3A Job for a Gob (6).Dec55 + 1-21 

E15-4 Hillbrlling & Cooing 

(6) Jan 56 + 1-21 

TOPPERS 

M15-1 Three Kisses (10)... Oct 55 12- 3 

in M15-2 Reunion Paris (10) Nov 55 + 1-2S 

M15-3 Animals a la Carte 

(10) Jan 56 ± 1-21 

M15-4 There's Gold in Them 

Thrills (10) Mar 56 - 3-31 

VISTAVISION 

SPECIALS 

V14-3 VV Visits the Sun Trails 

(16) May 55 H 12-10 

V14-4 VV Visits Hawaii (17) Jul 55 + 12-31 

V14-5 VV Visits Japan (17) .Aug 55 + 1-7 

UNICEF 

SPECIAL 

T14-4 Assignment Children 

(19) Mar 55 

REPUBLIC 

SERIALS 

5483 Panther Girl of the 

Kongo Jan 55 .... 

(12 Chapters) 

5484 Jesse James Rides Again Mar 55 .... 

(13 Chapters) (Reissue) 

of 5485 King the Carnival. .Jun 55 ... 

(12 Chapters) 

THIS WORLD OF OURS 

(Trucolor) 

+ 8-6 

5388 Venezuela (9) Mar 55 

RKO RADIO 

BROWN-KIRKWOOD REISSUES 

63.601 Heart Troubles (16) .Sep 55 

63.602 Pirt Some Money in the Pot 

(17) Nov 55 

DISNEY 

CARTOONS 

(Technicolor) 

54,114 Beczy Bear (7) Sep 55 + 10-22 

(Technicolor 

Reissues) 

54.109 Pedro (8) May 55 -f 6-11 

54.110 El Gaucho .Jun 55 + 8-27 

Goofy (8) 

54.111 Aguarela do Brasil 

(8) Jun 55 -f 8-20 

54.113 Bearly Asleep (7) Aug 55 ++ 10-22 

EDGAR 

KENNEDY REISSUES 

63.501 No More Relatives 

(18) Sep 55 

53.502 How to Clean House 

(18) Oct 55 

63.503 Dig That Gold (17). Nov 55 

63.504 Contest Crazy (17) . . Dec 55 

GIL LAMB REISSUES 

63.301 Groan and Grunt (17) Sep 55 

63.302 Bashful Romeo (16). Oct 55 

LEON 

ERROL REISSUES 

63.701 Wife Tames Wolf (17) Sep 55 

63.702 Dad Always Pays 

(18) Oct 55 

63.703 Spook Speaks (19) . 55 

63.704 In Room 303 (17). Dec 55 

MY PAL 

REISSUES 

63.201 Dog of the Wild (21) Oct 55 

63.202 Pal, Canine Detective 

(22) Nov 55 

RAY WHITLEY REISSUES 

63.401 Musical Bajidit (16)0cl 55 

63.402 Bar Buckaroos (16) . Dec 55 

SCREENLINERS 

54.211 Rest Assured (8) . .Jun 55 + 8-27 

Their Business 

54.212 Safety Is 

(8) Jul 55 9-17 

54.213 Film Fun (9) Aug 55 + 8-6 

(1955-56) 

64.201 Gold (lO'/s) Sep 55 -f 11-26 

64.202 Black Cats and Broomsticks 

(S) Oct 55 + U-10 

Make 64.203 Mine Memories 

(8) Nov 55 

64.204 Teenagers on Trial 

(8) Dec 55 + 1-14 

64.205 Her Honor, the Nurse 

(8) Jan 56 

64.206 Fortune Seekers (8) Feb 56 + 3-24 

64.207 We Never Sleep (8). Mar 56 4-28 

64.208 Where Is Jane Doe? 

(8) Mar 56 4-2S 

64.209 Merchandise Mart 

(8) Apr 56 4-28 

SPECIALS 

63.101 The Future Is Now 

(15) Sep 55 

63.102 Golden Glamour (15). Oct 55 + 12-10 

63.103 Sentinels in the Air 

(IS) Feb 56 

63.104 Golden Euuator 

(13) Mar 56 4-28 

SPORTSCOPES 

54.310 Everglades Posse (8) . May 55 -f 8-6 

54.311 Downhill Yachts (8). Jun 55 + 8-20 

54.312 Bowling Boom (8).. Jul 55+ 8-20 

54.313 Tanbark and Turf (S) . Jul 55 + 9-3 

(1955-56) 

64.301 Game Warden (S) Sep 55 10-22 

College (S) 64.302 Gym .Sep 55 + 11-26 

64.303 Bonefish and Barracuda 

(S) Oct 55 12-10 

Canadian Nov 55 1-14 

64.304 Carnival (8) 

64.305 Headpin Hits (8) . Dec 55 + 1-14 

64.306 Island Windjammers 

(8) Jan 56 + 3-24 

64.307 Ski-Flying (8) Feb 56 4-28 

64.308 Canadian Lancers 

(8) Mar 56 4-28 

SPORTS SPECIALS 

63.901 Football Headliners 

(I51/2) Dec 55 + 1-14 

THEATRE OF LIFE 

53,301 Devil Take Us (21) . .Jun 55 ++ 6-4 

WILDLIFE 

ALBUM 

(Technicolor) 

63,001 The Whitetail Buck 

(271/2) Oct 55 + 11-12 


CINEMASCOPE SPECIALS 

(Color) 

7514-3 Sorcerer's Apprentice 

(13) May 55 + 8-6 

7507-7 Tears of the Moon 

W (10) Jun 55 8-27 

7506-9 Land of the Nile (9) Jun 55 ++ 7-23 

7517-6 Volcanic Violence (9) Jun 55 +t 8-20 

7516-S Winter Jamboree (10) Jul 55 + 8-6 

7515-0 Naughty Mermaids 

(7) Aug 55 

7519-2 Survival City (10) Aug 55 + 8-20 

7518-4 That Others May Live 

(10) Sep 55 

Gods 7520-0 of the Road 

(10) Sep 55 

7521-S Desert Fantasy (8) .Sep 55 + 1-7 

75I3-5 Clear the Bridge (10) Oct 55 .... 

7522-6 Water Wizardy (7) .. Oct 55 

7523-4 Carioca Carnival (9) Nov 55 

7525-9 Queen's Guard (17). Dec 55 

(1955-56) 

7601-8 Lady of the Golden Door 

(9) Jan 56 

A Thoroughbred Born 

7602-6 Is 

(9) Jan 56 + 4-21 

7603-0 Adventure In Capri 

(9) Feb 56 + 4-21 

MEL ALLEN SPORTS 

3501-4 Topsy Turvy Thrills 

(8) Jun 55 + 8-27 

SEE IT 

HAPPEN 

6501-1 Man vs. Nature (9) Jun 55 + 8-27 

TERRYTOONS 

5501-3 Phony News Flashes 

(7) Jul 55 +1-7 

5511-1 Foxed by a Fox (7) Aug 55 + 1-14 

5512-9 Last Mouse of Hamlin. 

(7) Sep 55 

(1955-56) 

5601-0 The Clockmaker's Dog 

(7) Jan 56 + 4-21 

TERRYTOON-CINEMASCOPES 

(Technicolor) 

5531-9 Willie the Walrus in An Igloo 

for Two (7) May 55 8-2B 

5532-7 Good Deed Daly (7) Jul 55 + 12- 3 

5533-5 Bird Symphony (7) Aug 55 ff 12- 3 

5534-3 Little Red Hen (7). Sep 55 +1-7 

(1955-56) 

5631-7 Park Avenue Pussycat 

(7) Jan 56 

5632-0 Uranium Blues (7) . Feb 

56 4-28 

UNIVERSAL-INTERNATIONAL 

CINEMASCOPE FEATURETTE 

(Technicolor) 

2600 The Nat "King" Cole 

Musical Story (IS) -H- 12-10 

COLOR PARADE 

1385 King Salmon (9) Jul 55 8-27 

1386SwingHi-Swing U (9) Aug 55 S-27 

1384 The Big Test (10) ... .Jun 55 + 10- 8 

1387 Dream Island (9) . . . .Sep 55 ± 11-19 

13SS Against the Stream (9) Oct 55 + 1-28 

(1955-56) 

2671 Pacific Sports (8) .... Nov 55 

2672 Fighters of the Ukes 

(9) Jan 56 

2673 Blue Coast (9) Feb 56 H 1-28 

MUSICAL FEATURETTES 

1309 Roundup of Rhythm 

(16) Jul 55 + 8-27 

1310 Eddy Howard and 

His Orchestra (14).. Aug 55 8-27 

. 1311 The Ink Spots (15) .Sep 55 + 11-19 

1312 The Sauter-Finegan 

Orchestra (18) Oct 55 + 11-19 

(1955-56) 

2601 Mambo Madness (15) Nov 55 + 11-12 

2602 Ralph Marterie & His 

Orchestra (15) Nov 55 + 11-26 

Melodies by Martin 

2652 

(16) Dec 55 + 1-28 

2653 Lionel Hampton & Herb 

Jeffries (15) Jan 56 + 2-18 

VARIETY 

VIEWS 

1345 Brooklyn Goes to 

Cleveland.. (10) Jul 55 10- 8 

.Aug 55 + 11-26 

1346 Monkey Shines (9) 

1347 Brooklyn Goes to Las Vegas 

(9) Sep 55 3-31 

1348 Small Wonders (9) Oct 55 + 3-31 

WALTER LANTZ CARTUNES 

(Technicolor) 

1329 Paw's Night Out (7) Aug 55 10-22 

1330 Flea for Two (6) Aug 55 + 8-27 

1331 Square Shootin' Square 

(6) Sep 55+ 8-27 

1332 Hot and Cold Penguin 

(7) Oct. 55 + 12-10 

1333 Bunco Busters (7) .... Nov 55 + 1-7 

. 

(1955-56) 

2611 pie Tree Medic (6).. Oct 55 11-12 

2612 Pigeon Holed (6) Jan 56 3-3 

2a3 After the Ball (6) . . . Feb 56 + 3-3 

2614 Get Lost (6) Mar 56 

WALTER UNT7 REISSUES 

1354 Kiddie Koncert (7).. May 55 

1355 Pixie Picnic (7) Jun 55 

1356 Wacky Bye Baby (7) Jul 55 

WARNER BROS. 

BLUE RIBBON HIT PARADE 

(Technicolor 

Reissues) 

3301 Doggone Cats (7).... Sep 55 

3302 Rattled Rooster (7).. Oct 55 

3303 Fair and Wormer (7) Nov 55 

3304 Mouscmerized Cat (7) Not 55 

3305 Foghorn Leghorn (7). Dec 55 

3306 Bone, Sweet Bone (7) Jan 56 

BUGS BUNNY SPECIALS 

(Technicolor) 

2729 This Is the Life (7).. Jul 55 

2730 Hyde and Hare (7).. Aug 55 + 

(1955-56) 

3723 Knight-Mare Hare (7) Oct 55 

3724 Roman Legion-Hare 

(7) Nov 55 3725 Bugs Bonnets (7) Jan 56 3726 Broomstick Bunny (7). Feb 56 + 

3727 Rabbilson Crusoe (7) . .Apr 56 

CLASSICS OF THE SCREEN 

IC

ALLIED ARTISTS 

AnnapolLs Story, An (AA)— 

John Derek, Diana Lynn, Kevin 

McCarthy. Like myself, the 

ticket-buying public doesn't seem 

. to care much about the service 

i"""^, academics. An almost unknown 

' '"' cast tried hard, but the result 

left something to be desired. 

Some of the Derek- McCarthy 

scenes looked like a contest to 

pick a "great profile." I lost my 

Played Sun., Mon. Weather: 

socks. 

Cold.—Fj-ank R. McLean, 

Roxy Theatre, Coulterville, 111. 

Pop. 1,160. 

COLUMBIA 

Lawless Street, A (Col)—Randolph 

Scott, Angela Lansbury, 

Warner Anderson. A Randolph 

Scott picture that seemed to me 

a little better than previous ones. 

The customers don't take to him 

as well as in the past. Guess he's 

gone over the hump. A good westtern, 

if you're looking for one, 

and who isn't these days? Seems 

like everything that used to keep 

theatres out of the red now i- 

keeping TV out of the red. Played 

Sun., Mon., Tues. Weather: Fair. 

—Robert Klinge, Uptown Theatre, 

Sedalia, Mo. Pop. 20,354. 

Xight Holds Terror. The iColi 

—Jack Kelly, Hildy Parks. Vince 

Edwards. A good little pictiu-e 

which seemed to please, and 

which had a good preview. Sure 

kept them interested. Played 

Tues.. Wed.. Tlaui's. Weather: 

Fair.—B. Berglund, Bijou Theatre, 

Ray, N. D. Pop. 721. 

19 Women's Prison (Col> — Ida 

__ Lupino, Jan Sterling, Cleo Moore, 

Business good on this different 

picture. Rough and tense in spots, 

showing inhuman treatment by 

sadistic superintendent. Good 

comedy relief. Played Pri., Sat., 

Sun. Weather: Okay.—Frank Sabin. 

Majestic Theatre, Eureka, 

Mont. Pop. 929. 

METRO-GOLDWYN-MAYER 

Blackboard Jungle (MGM) — 

Glenn Ford, Anne Francis, Louis 

Calhern. I eliminated most of the 

grade school kids by selling only 

adult tickets and suggesting to 

parents that they keep their kids 

home. Fine adult attraction. 

Many stopped to register their 

approval.—Frank Sabin, Majestic 

Theatre, Eureka, Mont. Pop. 929. 

Brigadoon (MGM) — Gene 

Kelly, Van Johnson, Cyd Charisse. 

Musical in Cinemascope. Some 

reports in EHHS on this picture 

are good and some are poor. I 

belong to the latter. The picture 

didn't go over here at all. I 

thought it w-as nearly a clinker 

and lots of other people with good 

smellers must of thought the 

same, 'cause they didn't come to 

smell it. If you have a musical 

situation, should be right. 

it all 

Played Fri., Sat. 

—F. L. Murray, 

Weather: Poor. 

Strand Theatre, 

Spiritwood. Sask. Pop. 355. 

,g Scarlet Coat, The (MGM) — 

- Cornel WUde, Michael Wilding. 

Anne Francis. With the bank registering 

second highest in history, 

they still wouldn't take a chance 

on the feature. The select crowd 

we finally lured in seemed to 

like the feature, but rental was 

too dear on this one. It's awfully 

slow-moving. Played Wed., Thurs. 

BOXOFFICE BookinGuide 

Weather: Four inches of snow. 

—Bob Walker, Uintah Tlieatre, 

Fruita, Colo. Pop. 1,463. 

Wizard of Oz, The (MGM)— 

Judy Gailand, Ray Bolger. 

Rei-ssue. 

Frank Morgan. A great kid 

picture, and if you've got enough 

of them, should do okay. Color 

and sound good. Very nice widescreen, 

and I hope MGM keeps 

reissuing instead of selling out to 

TV. Business below average, but 

should be played by all smalltown 

theatres. Played Thurs., 

Fi-i., Sat. Weather: Fair to snow. 

—Ken Chri-stianson. Roxy Theatre, 

Washburn, N. D. Pop. 913. 

Want More Films 

We've been having elections 

on whether the customers want 

one big, grand picture on Sundays 

as compared to two 

average pictures. (We requested 

customers to blow one 

short blast). Two features won, 

even over one big, expensive 

picture. Three features for 

Saturdays won over two, even 

though one of the two is a big, 

expensive picture. So, there you 

are! Even our Sunday customers 

voted for three Saturday 

pictures! 

ARDEN A. RICHARDS 

Craigsville Year-Round 

Drive-In 

CraigsviUe, W. Va. 

PARAMOUNT 

Country Girl, The (Para)— 

Bing Crosby. Grace Kelly, William 

Holden. Ti-uly a great performance 

by all three principal 

characters in this one. This 

played here the day Grace sailed 

for Monaco to marry her prince. 

Her picture was on Life magazine 

at the same time. It all 

helped just as I figured it would. 

Extra publicity or not, this merits 

all the fine things that have been 

said about it. Played Wed., Tliurs. 

Weather: Spring!—I. Roche, Vernon 

Theatre, Vernon, Fla. Pop. 

610. 

Hell's Island (Para) — John 

Payne, Mary Murphy, Francis L. 

Sullivan. Doubled with "Black 

Dakotas," both in Technicolor, 

for no business. After this, Mary 

should let the peroxide grow out 

and stick to the sweet ijinocent 

parts in which she's so much better. 

Played Thurs., Sat. Weather: 

Warm.—Lew Bray jr.. Queen 

Theatre, McAUen, Tex. Pop. 

20,068. 

Shepherd of the Hills, The 

(Para) —Reissue. John Wayne, 

Betty Field, Han-y Carey. Another 

old picture that drew like a 

magnet. First time I have filled 

the house in a long time. Bought 

right and realized a profit for a 

change. Played Tues., Wed. 

Weather: Okay.—W. L. Stratton, 

Lyi-ic Theatre, Challis, Ida. Pop. 

728. 

Strategic Air Command (Parai 

—James Stewart, June Allyson, 

Frank Lovejoy. Good business, 

good picture, but I forgot to 

turn down the volume for the jet 

roar, and a couple of old ladies 

walked out because it was "too 

loud." I was especially interested 

s. 

XHIBITOR HAS HIS SAY 

as the MacDill Field sequences 

showed many old landmarks I 

remembered from my wartime 

experiences there. At the risk of 

antagonizing the whole Paramount 

organization, I will say 

that it would have been better In 

Cinemascope. Played aim.. Mon. 

Weather: Fair—Frank R. Mc- 

Lean, Roxy Theatre, Coulterville, 

111. Pop. 1,160. 

You're Never Too Young (Para) 

—Dean Martin, Jerry Lewis, 

Diana Lynn. Best performance 

by Martin and Lewis since "At 

War With the Army," and also 

the biggest business so far this 

year. Sure, it's Just a lot of slapstick 

comedy, but it is too bad 

the producers can't realize that 

slapstick one of the things 

is 

that made this great industry. 

They could make a few more millions 

for themselves and a few 

more pennies for most exhibitors 

if they would catch on that 

moviegoers, w'ith the exception 

of a few critics and self-appointed 

intellectuals, really go for this 

stuff. Played Sun., Mon. 

Weather: Fair.—Frank R. Mc- 

Lean, Roxy Theatre, Coulterville, 

111. Pop. 1,160. 

RKO RADIO 

Too Many Girls (RKO)—Reissue. 

Lucille Ball, Desi Arnaz. 

Ann Miller. What better luck 

can a company have? Lucille 

Ball and Desi Arnaz, milliondollar 

star power, in repeat 

a 

feature together. The movie was 

excellent, but I didn't get any 

extra TV fans. Played Sun., Mon. 

Weather: Cool. — Ralph Raspa, 

State Theatre, Rivesville, W. Va. 

Pop 1,343. 

Treasure of Pancho Villa, The 

iRKO)—Rory Calhoun, Shelley 

Winters, Gilbert Roland. For this 

particular type, it was an excellent 

picture, but a picture with a 

Mexican story never does business 

here. Played on a Thursday- 

Friday-Saturday three-day booking 

to a very low gross. Weather: 

Fair.—Marion F. Bodwell, Paramount 

Theatre, Wyoming, 111. 

Pop. 1,496. 

Underwater: (RKO) — Jane 

Russell, Gilbert Roland, Richard 

Egan. The prestige of entertainment 

at the movies is capably 

held up by this exciting, treasiu-e 

hunt. So realistically done that 

folks had to dodge the sharks and 

the splashes, and many times I 

think a lot of them about forgot 

to come up for an-. It didn't excite 

as many ticket buyers as I'd 

have liked. However, it did better 

than most have here lately 

and certainly folks left wanting 

to come back for more. The cast 

is just perfect. It's the kind of 

filming job that makes me proud 

to be in the business. Played 

Sim.. Mon. Weather: Too nice.— 

Bob Walker. Uintah Theatre. 

Fi-uita. Colo. Pop. 1,463. 

REPUBLIC 

Atomic Kid, The (Rep) — 

Mickey Rooney, Robert Strauss, 

Elaine Davis. A real good slapstick 

comedy that brought out 

the laughs from the few present. 

Hal March of the $64,000 Question 

it. is in Can stand alone wherever 

Mickey Rooney has a following. 

Played Fri., Sat. Weather: Cold. 

lABOUT PICTURE SI 

—Ralph Raspa, State Theatre, 

Rivesville, W. Va. Pop. 1,343. 

Last Command, The (Rep) 

Sterling Hayden. Anna Maria 

Alberghetti, Richard Carlson. A 

fair picture that did not do any 

extra business. Guess this one 

has been done too many times. 

Not as good as "Crockett." 

Played Thurs., Fri.. Sat. Weather: 

Okay.—W. L. Stratton, Lyric 

Theatre. Challis, Ida. Pop. 728. 

Timberjack (Rep) — Sterling 

Hayden, Vera Ralston. David 

Brian. Fairly good picture, with 

beautiful color. Got by for midweek. 

Played Tues., Wed. Weather: 

Cold and clear.—Terry Axley, 

New and Best theatres, England. 

Ark. Pop. 2.136. 


Blark Widow (20th-Foxi—Ginger 

Rogers. Van Heflin, Gene 

Tierney. A good mystery drama 

in Cinemascope. (3olor good and 

Cinemascope was good, which Is 

not very often the case. Good 

all-around picture, but no money, 

partly because of high price for 

film and partly because of bad 

weather. No fault of the picture. 

Played Fri., Sat. Weather: 

Stormy.—F. L. Murray. Strand 

Theatre, Spii-itwood, Sask. Pop. 

355. 

How to Be Very, Very Popular 

(20th-Fox)—Betty Grable. Sheree 

North. Bob Cummings. An unfunny 

comical farce that makes 

one wonder why such picture; 

are made. Especially after taking 

check on the boxoffice receipts. 

The trailer shows striptease 

scenes that kept the women 

aw'ay. and the men of the towr 

go to the big cities for their burlesque. 

Not for small towns. 

Played Sun.. Mon.. Tues. Weather: 

Fair —M. W. Long. Lans Theatre, 

Lansing, Iowa. Pop. 1,536. 

Untamed (20th-Fox) — Susan 

Hayward. Tyrone Power, Richard 

Egan. This definitely did not go 

here. Background scenes were the 

only interesting part. Story not 

for small towns. Played Wed. 

Weather: Good.—Harold Smith, 

Dreamland Theatre, Carson, 

Iowa. Rural patronage. 

Delights Audience 

The photography in "The 

Great .Adventure" (DeRochemont) 

was beautiful beyond description. 

Wild animals of 

Swedi-sh forest pictured so intimately 

that audience was 

amazed and delighted. The two 

little bo.vs were "simply precious," 

according to my wife 

and I think most others agreed. 

Narrative voice and background 

music and sound were excellent. 

Business 106 per cent of normal. 

DON RISCH 

Reno Theatre 

Appleton, .'Minn. 

UNITED ARTISTS 

Battle Taxi (UA) — Sterling 

Hayden. Ai-thur Franz. Marshall 

Thompson. A good picture about 

the helicopter pilots on rescue 

missions in Korea. Good story. 

Played Pri., Sat. Weather: Warm. 

(Continued on following page)

.SinMne 

.Gallna 

"^ 

EXHIBITOR HAS HIS SAY 

< Continued from preceding page) 

—B. Berglund. Bijou Theatre, 

Ray, N. D. Pop. 721. 

Big Knife, The (UA)—Jack 

Palance. Ida Lupine, Wendell 

Ti-uly an excellent production 

Corey. 

that probably won't hold 

your customers long enough for 

them to get interested In it. Quite 

slow at starting, gave us many 

walkouts. However, those who 

stuck it out were well pleased. 

The story exposes Hollywood and 

how they are supposed to toe 

operating, dealing with the hushhush 

subjects. Played Wed., 

Fi'i. Thurs., Weather: Cold. 

Robert Klinge, Uptown Theatre, 

Sedalia, Mo. Pop. 20,354. 

BuUet for Joey, A (UA)— 

George Dolenz, Peter Van Eyck, 

Sally Blane. Played this picture 

to a very nice crowd. UA makes 

some good pictures with wliich 

we are pleased, but we think they 

should do more advertising on 

their product. Played Tues., Wed. 

Weather: Pair and cool.—Chai-les 

Townsend, Wagon Wheel Drivein, 

Spearman, Tex. Pop. 1,852. 

Stranger on Horseback (UA)— 

Joel McCrea, Miroslava, Kevin 

McCarthy. Short and sweet. Most 

of our folks would have liked 

three minutes more to be sure 

McCrea took the girl. Doubled 

with "Battle Taxi" for best business 

in a long time. Played Fri., 

Sat. Weather: Inch of snow. 

Bob Walker. Uintah Theatre, 

Fi-uita, Colo. Pop. 1,463. 

Vera Cruz (UA) —Gary Cooper, 

Burt Lancaster, Denise Darcel. 

One of the best westerns for a 

long, long time. Expected a turn 

UNIVERSAL-INTERNAT'L 

Benny Goodman Story, The 

(U-D—Steve Allen, Donna Reed, 

Berta Gersten. Very good picture. 

Wasn't as good as "The Glenn 

Miller Story," but drew to above 

average business. Played Sun.. 

Mon., Tues. Weather: Excellent. 

—Lloyd Bellefeuille, Rialto Theatre, 

Aitkin, Minn. Pop. 2,079. 

Six Bridges to Cross (U-D— 

Tony Curtis, George Nader, Julie 

Adams. Pah- subject, but no gi-eat 

draw. Many comments on the 

fine looking young hoodlum. We 

don't go much for this sort of 

stuff here, so put it on a Tuesday-Wednesday 

where it did the 

usual midweek business. My folks 

are yelling "too much shooting, 

too many Indian pictures, quit 

that science-fiction stuff." What 

in heck am I going to give 'em? 

Played Tues.. Wed. Weather: 

Pine.—Carl W. Veseth, Villa Theatre. 

Malta, Mont. Pop. 2.095. 

Square Jungle, The (U-I) — 

Tony Curtis, Pat Crowley, Ernest 

Borgnine. A good action picture 

with a lot of vicious boxing. The 

boxing is better than on TV. This 

tells the story of a champ who 

wants to win, no holds barred. 

"Marty" was as good as ever in 

this one. Played Sun., Mon. 

Weather: Cold—Michael Chiavsntone, 

Valley Theatre, Spring 

Valley, 111. Pop. 5,123. 

Tarantula (U-D—John Agar, 

Mara Corday, Leo G. Carroll. 

Doubled with "Running Wild." 

Amazing how small town patrons 

choose to be frightened and scandalized 

m preference to what 

moviedom commonly calls superentertainment! 

Anyway, they all 

came to see this and next day 

they stayed away when we ran 

"The Second Greatest Sex," 

which to my notion was far better 

entertainment. Played Fri., 

Sat.—C. J. Otts, Wakea Theatre, 

Waskom, Tex. Pop. 719. 

To Hell and Back (U-D — 

Audio Murphy, Marshall Thompson, 

Charles Drake. Good picture. 

Too high terms for a small town, 

but worth a date if you can buy 

it right. Played Thm-s.-Sat. Weather: 

Cold.— W. L. Stratton, 

Lyric Theatre, Challis, Ida. Pop. 

WARNER BROS. 

Bounty Hunter, The (WB) — 

Randolph Scott, Dolores Dorn, 

Marie Windsor. A very good western 

with Randolph Scott. Seems 

as though they never tire of outdoor 

pictures in color. Played 

Fri., Sat. Weather: Cool.—B. 

Berglund, Bijou Theatre, Ray, 

N. D. Pop. 721. 

Hell on Frisco Bay (WB)— 

Alan Ladd, Edward G. Robinson. 

Joanne Di-u. Alan Ladd doesn't 

come up to expectations in this 

flicker. Guess I've just seen him 

in too many pictures that were 

better than tliis one. Looks like 

everybody has to make a waterfront 

picture before we can get 

something with a different slant. 

for the better, but Sunday 

Opened on Easter Sunday, which 

night 

didn't 

was poor and 

help 

Monday 

matters any. Played 

night we 

Sun.. 

had only 

Mon., Tues. Weather: Fair. 

five paid admissions. 

This was —Robert Klinge, 

a percentage picture, my 

Uptown Theatre, 

third 

Sedalia, 

one in as many 

Mo. Pop. 20,354. 

weeks. 

Played Sun., Mon. Weather: Cold. Young at Heart (WB)—Doris 

—Ralph Raspa, State Theatre, Day, Frank Sinatra, Gig Young. 

Rivesville. W. Va. Pop. 1,343. Customers approved. Business average. 

Entertaining story with 

just the right amount of music 

and singing. Played Fri.. Sat.. Sun. 

Weather: Okay.—Frank E. Sabin, 

Majestic Theatre, Eureka, Mont. 

Pop. 929. 

MISCELLANEOUS 

Fighting Man of the Plains 

(SR)—Reissue. Randolph Scott, 

Bill Williams, Victor Jory. Originally 

released by 20th-Fox. Excellent 

repeat Randolph Scott 

western. Can stand alone anywhere. 

Played Fri., Sat. Weather: 

Cold.—Ralph Raspa, State Theatre, 

Rivesville, W. Va. Pop. 1,343. 

Outlaw Girl (IFE)—Silvana 

Mangano, Amedeo Nazzari, Umberto 

Spadaro. Another Englishspeaking 

Italian picture that's all 

right for the art fans, but not for 

the family fare. Better boxoffice 

the second day than the first, so 

word-of-mouth did something. 

Played Tues., Wed. Weather: 

Northerly.—Lew Bray jr.. Queen 

Theatre, McAllen, Tex. Pop. 

Sheep Has Five Legs, The 

(UMPO) — Fernandel, Francoise 

Arnoul, Delmont. A magnificent 

picture for a college town. Fernandel 

does a superb job of acting 

six different roles, and it's a 

laugh from start to finish. Played 

Thurs., Fri., Sat.—Ken Gorham, 

Town Hall Theatre, Middlebury. 

Vt. Pop. 3,614. 

FOREIGN 

FEATURES. 

Foreign-longuoge productions by native country listed 

by title, followed by running time. Dote shown is issue ot BOXOFFICE 

in which review appeared. Name of distributor is in parentheses. 

ARGENTINA 

llliKcs) . .H. Del CarrU, 

BRITAIN 

Alias John Preston (71) 

(D(»minajit) . . Ale-X Knox, Betta St. John 

Angel Who Pawned Her Harp (73) . . 

4-2S-56 

(U(iminani) .. Diane CUento. PelLx Aylmer 

Appointment in London (96) 12-31-55 

(.Vjsoc. .\rtists) . .D. Bogarde, Dinah Sheridan 

Belles of St. Trintan's. The (90).. 4-30-55 

(iVssoc. .\rtists) . .Alastair Sim. Joyce Grenfell 

Chance Meeting (94) S-27-55 

(l'.icera:ikei)..Odile Versols, David Knight 

©Cocktails in the Kitchen (S3) 

(Stratford) . .Dirk Bogarde. Dennis Price 

Court Martial (105) 10- 1-55 

(Kingsley) . .David Niven, Margaret Leighton 

Cure for Love, The (97) 11-26-55 

(Assoc. Artists).. R. Donat, Renee Asherson 

©Dance Little Udy (S7) 12-24-55 

(rrans-Lu.\) . ..Mai Zetterling. Mandy Miller 

Eight O'clock Walk (87) 8-20-55 

(A.SSO. .\rts)..K. Attenborough, C. G'Donnell 

Four Against Fate (84) 9-10-55 

(Assoc. Artists).. A. Neagle, Michael Wilding 

Front Page Story (95) 7-23-55 

(Assoc. Artists) . .Jack Hawkins, Eva Bartok 

©Fuss Over Feathers (84) 1-29-55 

(Assoc. Artists) . .Jotin Gregson, Muriel I'avlovv 

Game of Danger (SS) 11- 5-55 

(Assoc. Artists) . .Jack Warner, Veronica Hurst 

Green Scarf, The 4-23-55 

(Assuc. Artists).. M. Kedgrave. A. Todd 

Heart of the Matter, The (1D0>n . . .12-25-54 

(Assoc. Artists).. Trevor Hoviard. Maria Scbell 

His Excellency (84) 4-28-56 

(Brenner). .Eric Portman, Parker 

Cecil 

Innocents in Paris (103) 2-19-55 

(Tudor) . .Claire Bloom. Alastair Sim 

Inspector Calls, An (80) 1- 8-55 

(.\ssoc. Artists) . .Alstalr Sim. Eileen Moore 

Intruder, The (84) 2-12-55 

(Assoc. Artists) . .Jack Hawkins. Dennis Price 

©Kid for Two Farthings, A (91).. 4-28-56 

(l>operl) . .Crfia Johnson, Diana Dors 

©Make Me an Offer (88) 4- 7-56 

(Dominant). .Peter Finch. Adrienne Corri 

Midnight Episode (78) 9-17-55 

(Klne Arts) . .Stanley Holioway, Leslie Dwyer 

Room in the House (98) 

((Jihrallrr) . .Patrick Barr. Marjorie Rhodes 

Teckman Mystery, The (90) 11-19-55 

(.Vssoc. Artists) ..Margaret Leighlon, J. Justin 

Three Cases of Murder (99) 5-21-55 

(Assoc. Artists) .. Orson Welles, John Gregson 

©To Paris With Love (78) 4-30-55 

(Continental) . .Alec Guinness, Odlle Versols 

True and the False, The (80) 4-23-55 

(Helcne Davis) . .Signe Hasso, \Vm. Langford 

©Will Any Gentleman? (84) 11- 5-55 

(Stratford). .George Cole, Veronica Hurst 

EGYPT 

Hamido (122) 5-21-55 

((iould) Hoda Soultan, Farid Chawky 

FRANCE 

Adorable Creatures (108) 1- 7-56 

(Cnnfl DIs.). .Martine Carol. B. Keullkre 

©Ballet de France (83X 

(Lewis) . .Janine (3iarrat. Mllorad Miskovitch 

Caroline Cherie (118) 8-14-54 

(Davis).. M. Carol. P. ftessoy, J. Dacqmlne 

Companions of the Night (104) .. 8-28-54 

(.\rlan) . .Francoise Arnoul, Raymond PeUegrin 

Diabolique (107) 3- 3-56 

(fMPO) Meurlsse 

Slgnoret, Paul 

Diary of a Country Priest (95) 7-31-55 

(Brandon) . .C. Laydu. N. Maurey. A. (juiljert 

Dr. Knock (102) 

(Lewis) . .Louis Jouvet, Jean Brochard 

Earrings of Madam De, The (105) . . 8- 7-54 

(ArlatiJ..C. Boyer, D. Darrieux, V. de Sica 

©French CanCan (93) 

(UMPO).. Jean Oabln. Francoise Arnoul 

French Touch, The (84) 9-25-54 

(Times) . .Fernandel, Renee Dcvlllers 

Game of Love, The (10») 2-19-55 

(Times) . .Pierre-Michel Beck. Bdwlge Fculllere 

Heartbreak Ridge (86) 6-11-55 

(Tudor) . .Real French troops In Korea 

Reviewed 

Holiday for Henrietta (103) 5-21-55 

(Ardee). .Dany Robin, Michael Auclalr 

In a Girls Dormitory (102) f" 

(tails) . .Jean Marals, Francoise Arnoul 

Le Plaisir (90) 7-31-54 

(Kingsley) . .Danielle Darrleus. Jean Gabln 

Letters From My Windmill (116).. 4-21-56 

(Tohan) . .Daxely, Henri Vllbert. Rells 

mr. Hulofs Holiday (85) 10-30-54 

(QBD Infl) . .Jacques Tati. Nathalie Pascaud 

One Step to Eternity (94) 1-28-56 

(Ellis).. D. Darrieux, M. Auclalr. C. Calvet 

Red Inn, The (100) 9- 4-54 

(Davis) . .Fernandel. F. Rosaj. Lud Germain 

Sheep Has Five Legs, The (93) . . . 

.11-26-55 

(UMPO) . .Fernandel. Francoise Arnoul 

GERMANY 

Forester's Daughter, The (105) 

(Casino) .Johanna Matz. Will QuadfUeg 

. 

No Way Back (87) 7-30-55 

(Jacon)..l. Desny, R. Nlehaus 

Sergeant's Daughter. The (97) 

(Cjsimi) Johanna Matz. Jan Hendrlks 

Suiidcrin (80) 1-22-55 

(Prod, Reps,)..Hlldegarde Neft, G. Froehllcb 

GREECE 

Barefoot Batallion (89) 6-26-54 

(Brandt) ..Maria Costl, Nlcos Fermas 

ITALY 

Alone in the Streets (80) 

(Carroll) . .Story of street waifs 

Bed, The (101) 8-13-55 

( fetz- Kingsley) . .H. Todd, Dawn Addams 

Bread Love and Dreams (90) 10-23-54 I 

(IFB). Gina Lollobriglda, Vlttorio de Slca ^ 

Four Ways Out (77) 1- 1-55 

(Carroll) ..Glna LoUobrlgida. Renalto Baldlnl 

Girls Marked Danger (75) 7-17-54 

(IKE) . .Eleanor Rossi Drago, V. Gassman 

Hello Elephant (78) 1-29-55 

(Arlaii) . Vittorio de Sica. Babu 

©House of Ricordi (112) 

(Manson) . .Paolo Stoppa, Harta Toren 

©Maddalena (90) 10- 8-55 

(IFB)..Marta Toren, (Slno Cervl. J. Sernaa 

Mademoiselle Gobette (78) 4- 9-55 

( IFB) . . Silvana Pampanini. Lulgl Pavese 

Return of Don Camillo (115) 

(IFB) . .Fernandel. (ano Cervl 

Too Bad She's Bad (95) 1-21-56 

(Getz-Klngsley).. Sophia Loren, V. De Sica 

Umberto D. (89) 12-31-55 

(Bdw. Harrison) . .C. Battlsta, M. CaalUo 

JAPAN 

©Gate of Hell (Jigokumon) (89) . 

. 1- 8-55 

(Harrison & Davidson) . .M. Kyo, Hawgawa 

©Golden Demon (95) 

(Harrison) . .FUilko Yamamoto, Jun Negaml 

Hiroshima (85) 7-30-55 

(Confl Dls.)..Isuzu Yamada. M. Tsuklda 

Imposter, The (89) U-26-55 

(Brandon) .Utaemon Ichltawa, CMkako Mltagl 

. 

©Samurai (100) U-lS-55 

(Jacon) . .Toslliro Mltune. K. Yachlgusa 

Ugctsu (96) 9-25-54 

(Harrison) .Machlko Kyo. Masayukl Mori 

RUSSIA 

©Boris Godunov (105) 

(.Utklno) . .A. Plrogov. O. Nellep 

©Romeo and Juliet Ballet (96) 

(Tohan) . Ulanova. Yuri Zhdanov 

SWEDEN 

Naked Night, The (82) 

(Times) 

. .Harriet Andersson. Ake Oroenber^ 

One Summer of Happiness (92) 7-16-55 

Cnmes-FUm) . .Ulla Jacobson, Folke ( 

12 

BOXOFFICE BookinGuide : : May 5, 1966

m 

> 

u. 

Review 

An Interpretive onolysis of lay ond trodeprets reviewi. The plui and minui signs indicate 

degree ot merit. Listings cover current reviews, updated rcgulorly. deportment servos 

Tiiis 

olso OS on ALPHABETICAL INDEX to tcoture rcleosos. Symbol .• denotes BOXOFFICE 

Blue Ribbon Award Winner. Photogrophy: c^ Color; c CincmoScopo; V VistoVlslon; s Superscope; 

Noturomo. For by compony, the order ot rclcosc, sec Feature Chart, H listings in 

digest 

AND ALPHABETICAL INDEX 

tt Very Good; + Good; — Fair; — Poor; — Very Qted 2 pluses, OS 2 minuses. 

ill 

5 fe» III! 

H 

+f + 

++ 9+1- 

± 6+6- 

10+ 

+ 12+1- 

5+ 

H 10+ 

- 4+6- 

4+3- 

± 9+1- 

+ 9+ 

5+2- 

? t s Sbs Ui -55 ssie^ 

o a: Izec 

! I I Ixa: .0.2 zo 

UA 10- 1-55 + + + + + + 

6+1- 

-t- 

++++++ H ++

. . Rep 

REVIEW DIGEST H very Good; + Good; ± Foir; - Poor; = Very Poor the summary H is rated 2 pluses, — as 2 minuses. 

1777 ©Love Mc or Liave Me 

(112) © Musical 

1649 Lover Boy (85) Com.-Dr. (Reviewed 

as Lovers. Happy Lovers") . .20th-Fox 11-13-54 + 

1851 ©Lucy Gallant (104) (y) Drama Para 10- 1-55 ff 

1943 Lum & Abrier Abroad (72) Comedy lowco 3-10-56 ± 

MGM 5-28-55 H H 4+ ++ H -f H 13+ 

= -f -f 7+2- 

1793 Mad at the World (71) Dr Filmakcrs 6-25-55 + 

1771©Maonificent Matador 

(93) © Drama 20th-Fox 5-21-55 + 

UA 6-18-55 H 17-90 Not As a Stranger Drama 

1848 ©Man Alone, A Western (96) Rep 9-24-55 + 

1933©Manfish (76) Adventure UA 2-1S-56 + 

1957 ©Man in the Gray Flannel Suit 

(153) © Drama 20th-Fox 4- 7-56 -ft 

1798 ©Man From Laramie (104) © Wn. .Col 7- 2-55 ++ 

1895 Man With the Golden Arm 

(119) Drama UA 12-17-55 tt 

1862 Man With the Gun (S3) Western UA 10-22-55 + 

1812 ©Man Who Loved Redheads (86) Com..UA 7-23-55 + 

1928 ©Man Who Never Was 

© (103) Drama 20th-Fo!i 2-U-56 -H- 

1774 Master Plan, The (77) Drama Astor 5-21-55 =t 

1S23 «.,'©McConnell Story (109) © Drama. WB 8-13-55 ++ 

1924 ©Meet Me in Las Vegas 

(112) © Musical MGM 2- 4-56 ff 

1926 Miracle in the Rain (107) Drama.... WB 2- 4-56 # 

1770«©Mister Roberts (123) © Com....WB 5-21-55 41 

1952 ©Mohawk (79) Outdoor 20th-Fox 3-24-56 + 

1767©Moonfleet (87) © Adventure MGM 5-14-55 + 

1838 0©My Sister Eileen (108) © Mus...Col 9-10-55 » 

—N— 

U-l 1814 ©Naked Dawn, The (82) Drama 9-24-55 ± 

1871 ©Naked Sea, The (69) Doc RKO 11- 5-55 + 

1826 Naked Street, The (84) Drama UA 8-20-55 + 

1929 ©Never S.iy Goodbye (96) Drama.... U-l 2-11-56 + 

1827 Nioht Freioht (79) Action 8-20-55 AA - 

ff 

1807 Night Holds Terror (86) Drama Col 7-16-55 

1905 Night My Number Came Up. The 

(94) Drama. Confl Dis. 12-31-55 + 

1815 Night of the Hunter (93) Drama UA 7-30-55 + 

1956 No Man's Woman (70) Melodrama. 3-31-56 ±

Opinions on Current Productions 

Feature reviews 

Symbol O denotes color photography; t CincmoScopo; V VistaVision; 5 Supcrscopo; M Nofuri 

y'ljl 

Ihe Man Who Knew Too Much F 

"^'i" "'"o 

Paramount (5520) 120 Minutes Kel. June '56 

Perhaps nothing more laudatory can be said about the 

boundless entertainment qualities and the promising fiscal 

potentialities of this Alfred Hitchcock hair-raiser than to 

report that it represents the maestro of suspense and shivers 

at his best. Added to the action, excitement, and goose- - 

pimples that long since have been established as hallmarks ,!|„V) 

of Hitchcockean undertakings are sizable slices of spectacle 

that materially enhance the picture's appeal. They are 

made possible through the effective employment of Vista- 

Vision—and bright Technicolor, of course—and because the 

film's early sequences were photographed in Morocco, while 

the latter parts went before the cameras in London. Both 

locations accord backgrounds and atmosphere that are in 

themselves worth the price of admission. True, the screenplay 

manifests more of contrivance and something less of 

plausibility than is usually the case in ventures produced 

and directed by Hitchcock, but such literary range was 

necessary to provide a framework for the outsize crop of 

chills and thrills. Two exploitable American top names. 

James Stewart and Doris Day, head the cast. Their performances, 

as well as those contributed by supporting trouper.s, 

are expectedly excellent. 

James Stewart, Doris Day, Brenda de Banzle, Bernard 

Miles, Ralph Truman, Daniel Gelin, Mogens Wieth.

. . . What 

. . The 

| 

FEATURE REVIEWS Story Synopsis; Exploltips; Adiines for Newspaper and Programs 

THE STORY: "Bhowani Junction" (MGM) 

Ava Gardner, an Anglo-Indian member of the women's 

auxiliary corps of the Indian army, is attracted to Stewart 

Granger, a British colonel in charge of a regiment assigned 

to protect the main railway from Communist-inspired rioting. 

She is also drawn to Francis Matthews, a passionately 

nationalistic Sikh, and Bill Travers, another Anglo-Indian, 

who is an employe of the railroad. Ava is involved in plot 

and counterplot, during which the Communists kill Travers; 

when peace is restored, Granger—who is being sent back to 

England—decides that upon his return he and Ava will 

marry. 

EXPLOITIPS 

The name of Ava Gardner and Stewart Granger in the 

romantic leads should be sufficient fodder for marquee 

dressing and advertising purposes, along with mention of 

Cinemascope and Eastman Color. Don't forget tieups on 

the fact that the picture is based on a best-selling novel of 

the same name. 

CATCHLINES: 

Ava Gardner Was Never So Alluring . . . Stewart Granger 

Was Never So Rugged and Romantic . . . Here Is a Flaming 

Film Version of an Enthralling Best-Seller, Filmed Amid 

the Exotic Beauties of Pakistan. 

THE STORY: "The Revolt of Mamie Stover" (20th-Fox) 

Run out of California after being caught in a confidence 

game, Jane Russell boards a freighter headed for Honolulu. 

On the ship she meets a novelist, Richard Egan, who learns 

she is bound for Honolulu's Iwilei district, a notorious redlight 

section, to work as a hostess in a "dance hall." Subsequently 

they fall in love and plan to marry, but World War 

II arrives and Jane, obsessed with the desire for money 

with which to break Honolulu's strict social system, becomes 

the darling of the armed forces. Egan, disgusted, walks out 

of her life. 

EXPLOITIPS: 

The novel by William Bradford Huie upon which this is 

based has been a best-seller in both hard-cover and pocket 

editions. Hence tieups with libraries and bookstores are indicated. 

Title, subject matter and cast toppers Jane Russell 

and Richard Egan can all be integrated into ballyhoo campaigns. 

CATCHLINES: 

Here Comes Mamie Stover, the Darling of the Dance Halls 

Was the Shocking Secret That Made Mamie 

Stover Flee San Francisco? . . . There Never Was a Woman 

Like Her. 

THE STORY: 

"Hilda Crane" (2Wh-Fox) 

After two unsuccessful marriages and a fling at a modeling 

career in New York, Jean Simmons finds herself being 

characterized as a "high-class tramp." Determined to start 

fresh, she allows her mother to talk her into marrying Guy 

Madison, a successful contractor. The wedding, however, is 

violently opposed by Madison's mother, who dies of a heart 

attack. Because of this, their married life is unhappy; 

Jean begins to drink heavily and carries on an affair with 

an old flame. When she tries suicide, Madison saves her 

life and, with new understanding, they are reunited. 

EXPLOITIPS: 

Be sure your customers are informed that this is a film 

version of a hit play by Samson Raphaelson. The themeadultery—can 

be the theme of an exploitation campaign 

designed as discreetly as befits your community. Send 

"personal" notes, signed "Hilda Crane," to the male members 

of your mailing list. 

CATCHLINES: 

A Passionate Outcry Against Impulsive Marriages and the 

Multiple Divorces of Today's Youth . . . The Story of a Girl 

They Called a High-Class Tramp Because She Made a 

Mess of Her Life. 

THE STORY: "The Man Who Knew Too Much" (Para) 

James Stewart, his wife Doris Day and their young son,/ 

Cliiis Olsen, are touring French Morocco when Stewart^ 

learns by chance of an impending plan to assassinate the 

prime minister of a not-too-friendly European country. To 

safeguard against Stewart's revealing what he knows, the 

plotters kidnap his son and take the lad to England. Following 

a slim trail, Stewart and his wife manage to foil the 

attempted assassination, scheduled to take olace in London's 

Albert Hall. Subsequently, with the aid of the grateful prime 

minister and Scotland Yard, young Chris is rescued and his 

kidnapper is slain. 

EXPLOITIPS: 

The names of James Stewart, Doris Day and Alfred Hitchcock 

should be plenty for the marquee. If your area's TV 

station carries the "Alfred Hitchcock Presents" series, 

arrange for spot announcements. The April 23 issue of Life 

magazine carries a plug for the film. 

CATCHLINES: 

A Crescendo of Spine-ChiUing Thrills Delivered by the 

Master of Mystery, Alfred Hitchcock . . . You'll Be Spellbound 

With Excitement When You See the Thrill Sensation 

of the Year. 

THE STORY: "The Maverick Queen" (Rep) 

Heading west after the Civil War has ruined her Virginia 

family, Barbara Stanwyck becomes the outlaw queen of the 

Wild Bunch, a gang of desperadoes in Wyoming. She falls in 

love with a mysterious stranger. Barry Sullivan, who claims 

to be one of the notorious Younger Brothers, and her interest 

in him arouses jealousy in Scott Brady, a treacherous member 

of the Wild Bunch. Brady subsequently discovers that 

Sullivan is in reality Pinkerton detective. Barbara is 

a 

killed after warning Sullivan that Brady is on his trail; the 

gang is wiped out, and lav and order prevail. / 

EXPLOITIPS: 

In your merchandising efforts, stress that this is the first 

film to be photographed in the new Naturama wldescreen 

process. Barbara Stanwyck, Barry Sullivan and Scott Brady 

are the names to ballyhoo. Use stills of Miss Stanwyck, in 

western attu-e, in window displays of feminine sports 

clothing. 

CATCHLINES: 

The First Magnificently Thrilling Motion Picture In the 

Unbelievably Beautiful Naturama Process . Story of 

the Woman Who Ruled the Wild Bunch and Gave Her Life 

for the Law. 

THE STORY: 

"While the City Sleeps" (RKO Radio) 

Vincent Price, playboy son of a news tycoon, takes over 

the vast publishing enterprise upon his father's death and 

offers the top executive position in the organization to one 

of three staff members who can crack the case of the 

"lipstick killer" who is terrorizing New York. They are 

Thomas Mitchell, George Sanders and James Craig. Mitchell 

enlists the aid of Dana Andrews, an ace columnist, who uses 

his girl friend, Sally Forrest, as bait to lure the murderer- 

John Barrymore jr.—into a trap. Mitchell gets the coveted 

job, Sally and Dana get married, and Dana is appointed 

managing editor. 

EXPLOITIPS: 

In line with the picture's theme, throwsheets could be 

made up in the form of a newspaper front page. The title 

suggests tieups with such "lets-you-sleep" products as Sanka 

and Ovaltine and with furniture stores on mattresses, bedding 

and the like. Top marquee names are Dana Andrews 

and Rhonda Fleming. 

CATCHLINES: 

Here's the Exciting Inside Story of What Goes on in a 

Metropolitan Newspaper Plant 'When a Big Murder Story 

Terrorizes a City . . . It's Spine-Tingling, Thrill-a-Minute 

Entertainment. 

BOXOFFICC BookinGuido May 5. 1956 

: :

deslro9 change :iitiiin(l .\u:u- lii^xniiu-f. ; 

RATES: ISc per word, minimum Sl.bO. cash with copy. Four consecutive insertions for price 

ol 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. • 

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PROJECTORS SOUNDHEADS RECTIFIERS GENERATORS ARC LAMPS REWINDS

Boxoffice-May.05.1956

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