Boxoffice-August.28.1948

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. . MGM i I llffilllllS .CLfflfiine HOUSE. (Cootlnned from Inside back cover) THEATRE SEATING THEATRE SEATING (Conl.) Several thoasand osed upholstered opera chairs hand. We are headqnarters for the cream of on the used ehair crop. We pick the lota that we think you will like. We furnish proper slope and to fit sections desired your theatre. Our many years experience in the seating business is your guarantee. Write for exact photo and price. W> have parts for all makes of chairs. Also, leatherette 25x25 In. all colors. 55c ea. Good quality. Chicago Used Chair Mart. 829 So. State St.. Chicago S. III. Our chair factory can make 'em new. Here's quality and price. 288 Andrews fully upholstered back, boxspring cushion, good, as it, $4.95; 350 American panelback. boxspring cushion, rebuilt, $5 25. Plenty others. Get Chair Bulletin 15. St., 8.O.S. Cinema Supply Corp., 602 W. 52nd New York 19 1,600 streamlined spring cushioned full upholstered modern theatre chairs, like new. Keasonable for immediate delivery. Jes.se Cole, 25G5 McClellan Ara. Phone Valley 23445, Detroit, Mich. Tighten loose chairs with Permastone anchor cement. Fensln Seating Co., Chicago 5. Used chairs, guaranteed good. Advise quantity wanted. Photographs mailed with quotation. Fensin Seating Co.. Chicago 5. Theatre Chairs. 3,000. $1.50 each up. Used spring cushioned part full upholstered back and part insert panel back with spring edge and box spring cushions. 1.000 veneer chairs, 800 good backs. 500 spring cushions and hinges. Write for prices and photographs. Immediate delivery; advise how many you need. We export chairs anywhere. Jesse Cole. 2565 McClellan Ave., Valley 23445. Dptrolt. Mich. American and Meywood upholstered back, spring cushions, $3 each. All chairs guaranteed. Special prices will be offered for lots of 500 chairs. Convenient term.s can be offered. Write, wire or call -lack McGrath. 194fi Broadway. Alh.iny. N, Y. Quarter of a million chairs sold by S.O.B. since 1926. Here's quality and low price. 288 Andrews fully upholstered back, boxspring cushion, good as Is, $4.95; 350 American panel back, boxspring cushion, rebuilt. $5.25. Plenty others. Get Chair Bulletin 15. New address. 8.0.8. Cinema Supply Corp.. 602 W. e2nd St,. New York 19. We are inst:illlng new seats In the Imperial Theatre in Griffin and have 471 used Heywood- Wakefield seats with leatherette backs and bottoms for Write or wire Jack Oreshan, sale. 8. Griffin, Ga. Used chairs, good condition. 1,160 spring seat, spring buck, mohair cover; 500 spring seats. Insert panel back, imitation leather cover. Available approximately September 15. Interstate Ch-cuit. Inc.. Majestic TTieatre BIdg.. Dallas, Tex. 1.200 box cushion, theatre chairs with leather insert back In excellent condltlnn. available after October 15. LaPorte Theatre, LnPorte, Ind. Theatre chatrs. projectors, screens, 16mm film, 1.000 extra cushions. Trade your veneers on cushion chairs. Lone Star Film Co., Dallas. Tex. Super Baroain! 2.000 American theatre chairs, % in. veneer hacks with leatherette upholstered insert panels and full spring cushion leatherette bottoms. Complete with center and end standards. These are late chairs and In excellent condition. Will sell all or part. $3.50 ea., FOB Cleveland. Call or write Universal TTieatre Equipment Co., 1878 East 18th St., Cleveland. Ohio. Phones: superior 3912. FAJrmonnt 4958. 20.000 American chairs, velour back spring seats, like ea., all part. cushion new, $3 or Now located in New York City, Boston, Providence, R.I. A-1 condition guaranteed. Call, write, wire Albany Theatre Supply Co., 1046 Broadway. Aubany, N. Y. Canadian Exhibitors! Advise us now of your future chair requirements. Our warehouses near Canadian border have thousands of choice theatre chairs at $3 ea. when present restrictions end. Contact Albany Theatre Supply Co., 1046 Broadway, Albany, N. Y. Artificial leather. All colors. 50 in. wide, at $1 25 yd Samples on request. Commerciaienther. 116 Merrimac St., Boston. Mass. Theatre chairs at prewar prices. Large stock, rite for photos. Bodelôn Co., 10-38 Jackson ve.. Lon Island Citv. N.Y. New and used thtrttr AIR CONDITIONING lO.OOO'cfm, $204; 'l5.000' cfin, $240:' 20,Oorf cfm, $276. New blowers with motors and drives, 8.500 dm. $172.50; 11,000 cfm. $229.90; 13.500 cfm, $270; 22.500 cfm, $348. Beat the heat. Wire S.O.S. Cinema Supply Corp., 602 W. 52nd St., New York 19. Heavy duty blowers, ball-bearing equipped. all 15.000 cfm to 50.000 cfm. Air washers, sizes. Hydraulic drives, two and four speed motor and controls. Immediate delivery. Dealere w:mted. National Engineering and Mfg. Co., 519 Wyandotte St.. Kansas City, Mo. Complete air conditioning equipment: variable 5 hp motor, 35,000 SFC fan; air washer, tpray type, complete with recirculating pump; reasonable. R'lvoffice. A-3088. THEATRE TICKETS Prompt service. Special printed roll tlchets. 100.000, $21.70: 10.000. $5.95: 3.000, $9.95. Eâch change In admission price, including change in color, $2.75 extra. Double numbering extra. Shipping charges paid to 500 miles. Cash with I>ept. 9, order. Kansas City Ticket Co., 1819 renrral. Kan^^'i Cltv. Mo. CONFECTIONS Popular brands candy 82c per box; Buster brand peanutu, 70c; gum 6Uc. Large orders prepaid. Universal Sound Alovie Co.. Calhoun, Ky. biGNS Easy Way to Paint Signs. Use letter patterns. Avoid sloppy work and wasted time. No experience needed for expert work. Write for free gampies. John Rahn, B-1329, Central Ave., Chicago il. 111. _ MORE CLASSIFIED ON INSIDE BACK COVER FROM THE FILES OF n CTORS EQUITY has forbidden members to appear in sight and sound recordings without the approval of the association . . . Twenty-five per cent more exhibitors are using newsreels this season than last year . . . Sound picture producers without soundproof studios are working between 1 and 5 o'clock in the morning . . . William Wrigley jr. will build a theatre on Catalina Island, which will be open diuring the tourist season. Over 5,000 girls are participating in the FBO sponsored American beauty contest in cooperation with Physical Culture magazine. Florenz Ziegfeld is a judge . has signed Ignace Jan Paderewski to make a series of sound shorts. RKO Hikes Its Advertising On September Schedule NEW YORK—September will see a considerable increase in RKO's national advertising, according to S. Barret McCormick, advertising and publicity director. The plan is to have two or more ads for as many Wjltb separate films appear simultaneously in the weeklies. "Mourning Becomes M Electra" will get full pages in Life and Look. "The Boy Mm With Green Hair" ads will appear in Life, gag Look and the Saturday Evening Post. Coverage for "Rachel and The Stranger" will em- Itorti brace several magazines and color comic sections. MlKfi EGA Allots Greece $10,900 To Buy Film Equipment tow WASHINGTON—The Economic Cooperation administration allocated $10,900 for the purchase of film equipment for Greece. This is the first time film equipment came under the relief and rehabilitation program. The lit equipment, which is to come from the U.S., mail was specified inniiii as follows: 115 volt generator, a 16mm projector, a 10-slide projector, transformer, camera, and attachments. mIIlIi Enterprise Chcmges Title NEW YORK—Enterprise has changed the title of "Wild Calendar," its MGM film now alilltii in production, to "Caught." It features James Mason, Barbara Bel Geddes and Robert Ryan. Max Opuls is directing. "ilBltB SELL YOUR POPCORN THE MODERN WAY .... TAYLOR-HUNT-MELCHER COMPANY ]908 So. Vermont Ave. • Los Angeles 7, Colif. ** aiij) 'MOMandDAD'^ WILL RING THE BOXOFFICE BELL FOR YOU, TOO! WRITE.. WIRE.. OR PHONE US TODAY. fâc^tXMi^ HYGIENIC PRODUCTIONS INC. WILMINGTON. OHIO PRODUCERS OTd DISIRIBUIORS of 'MOM AKD DAD' • 'THE BEST IS VET 10 COME' • 'CHUM OF SPiSHS' • ind in Pioduclion. ONE TOO MANV 28 OUTDODH REFRESHMENT ^ CONCESSIONAIRES Coast tt C»>' Now Specializing in Refreshment Service for DRIVE-IN THEAT RESy IISPORTSERVICE, Inc. mcobs broslURST BLDG. BUfFAUO, N. Y^ BOXOFFICE : : August 28, 1948 fojomn - I v.;
CHESTER FRIEDMAN HUGH E. FRAZE Associate Editor SECTION PRACTICAL IDEAS FOR SELLING SEATS BY PRACTICAL SHOWMEN ôr L/jouth— During the war years, theatremen expended themselves enthusiastically in the industry's efforts to bring hostilit'es to a quick and successful conclusion. That was to be expected because of the patriotic and national obligations which were imposed. During September, exhibi tors throughout the country will participate in National Youth month. A comprehensive campaign has been prepared by the national committee and placed at the disposal of every theatre manager. No doubt, many additional ideas of local origin will be added by showmen to insure the success of this undertaking. There is a threat today to our national safety and, security from the juvenile population which is far more serious than the jeopardies of war. That is because we cannot be strong internally or internationally unless our children are made to understand and believe in the moral, physical and mental responsibilities of good citizenship. Because of his natural leadership and his Influence in the community, the manager has been asked to play a strategic role in promoting Youth month. It is an important responsibility, one that will call for plenty of enthusiasm, resource fulness, showmanship and patience. Successful ideas and campaigns developed locally should be made available to every exhibitor so they may be used on a wider scale. To this end, the Showmandiser section invites every theatreman to forward his campaign on Youth month at the earliest possible moment for dissemination to other exhibitors. A special BOXOFFICE Bonus of $25 and a Citation of Honor will be presented to the theatreman sending the Showmandiser the most outstanding campaign in conjunction with Youth month. Single or complete campaigns received during September and October will also be eligible for the regular monthly BOXOFFICE Bonuses of $100. AU ideas, suggestions and promotions shouold be forwarded to BOX- OFFICE, 9 Rockefeller Plaza, New York 20, N. Y. Let's hear from you! Mermaid Queens on Court Square Make Big Splash for 'Mr. Peabody' If Elmer Hecht. manager of the Park Theatre in Tampa, doesn't watch out, his services are going to be drafted by one of the film companies. Hecht recently engineered the exploitation for the southern premiere of "Mr. Peabody and the Mermaid." His three-phase campaign—radio, newspaper and special ballyhoo, which he claims did not cost the theatre one cent beyond the regular advertising budget—attracted as much attention as many of the world premiere campaigns sponsored by some of the distributing companies. Hecht's newspaper promotion centered around a bathing beauty contest which attracted representative entries from 12 Florida cities in competition for the title, Florida's Mermaid Queen. Six local advertisers took care of the expenses, which included two full-page ads in the Tampa Daily Times and the prizes. The newspaper cooperated with large feature and art breaks in the regular news columns. Outof-town communities which entered nominees for the Mermaid Queen title also obtained first hand knowledge of what was going on to promote the film in local news columns. Hecht tied up with Weekiwachee Spring, located 56 miles from Tampa where the underwater scenes of the picture were filmed. The owners there were promoted into build- —631— ing a special glass water tank. The Park manager then contrived to get permission to display the tank on the courthouse square in the heart of Tampa. Weekiwachee furnished a "mermaid" who demonstrated the art of imderwater hose breathing plus the novelty of eating and drinking under water. On the square, three shows were given daily to tremendous crowds. Explanations were provided through a public address system with continuous plugs for the picture dates at the Park. With the DaUy Times giving the stunt daily publicity and art, including page one notices, the rival paper, the Tribune, broke a precedent by also covering the stunt. Hecht broke radio publicity via two 15- minute interviews featuring the "mermaid" and the owner of Weekiwechee. The competition for the Mermaid Queen title was staged at the Park. The winner was crowned by the mayor of Tampa. Stage ceremonies were broadcast over WDAE. Both exploitation stunts were covered by Associated Press and INS with regional and national publicity resulting. The campaign supplemented the theatre's regular advertising schedule, including trailers, lobby and exterior displays, newspaper and radio announcements and a sound truck which toured the city and vicinity. 29
Page 1 and 2: TOTAL NET PAID CIRCULATION OF THIS
Page 3 and 4: LAME f US FOR Every M-G-M Exchange,
Page 5 and 6: lOTHiNG EVER HELD YOU LIKE ALFRED H
Page 7 and 8: ., „4 I what's wrong with the mov
Page 9 and 10: HAPPY-GO-LUCKY HORACE who brings yo
Page 11 and 12: VVINCHELL ^."^ "^^Scalln ^^^^bon W/
Page 13 and 14: pi i
Page 15 and 16: : August 240 NEW THEATRES OPEN IN '
Page 17 and 18: pflTH SCOTUND k SPY RING True-to-li
Page 19 and 20: I I. : August "f Success Formula fo
Page 21 and 22: h at 20th Century-Fox . . . Septemb
Page 23 and 24: I EXCEPTIONAL EXPLOITATION PACKAGE
Page 25 and 26: United Artists to Release 18 Films
Page 27: ' ||{ Ao«tcU*t êftmt J:: MOT ONLY
Page 31 and 32: SUMMER STUNTS F. B. AUston. manager
Page 33 and 34: c backgrounds—almost any object w
Page 35 and 36: DON'T PAY ASCAP, N. Y. ITOA URGES E
Page 37 and 38: Artist with chintz and Chippendale.
Page 39 and 40: . . Loretta . . Leonard . . Auditor
Page 41 and 42: I . . . The . . The . . Beattie . .
Page 43 and 44: ' I tors I pients ; banquet, : Augu
Page 45 and 46: M Artist with chintz and Chippendal
Page 47 and 48: S j i I GLENDALE, I .11 dllK» Ssti
Page 49 and 50: I Broadway—The I (RKO), ! Denham
Page 51 and 52: Skouras Outlines Plans For NT Fall
Page 53 and 54: . . Charles DENVER "The four distri
Page 55 and 56: I I Alhambra—Life ; Palace—Huth
Page 57 and 58: . . . Harold . . . Jerry . . Arnold
Page 59 and 60: . . . Members . . Lester . . Gordon
Page 61 and 62: Huge Order lo DeVry For 16mm Machin
Page 63 and 64: Giveaways in Theatre Under State Ba
Page 65 and 66: . . Regina . . When . . Betty . . J
Page 67 and 68: I i DES I at I pheum's I MANHATTAN,
Page 69 and 70: . . George . . Henry . . Clara . .
Page 71 and 72: ' DETROIT—William Probers Will St
Page 73 and 74: . . . Bob . . . Summer . . . Donn .
Page 75 and 76: I i PITTSBURGH ; Film j Franklin I
Page 77 and 78: 1 ' ) Trade I ! flower" I I United
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If. I ! an US roerfrom W am. ipscit
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: August Jt'5 Coming SOON! ! SWAP-A
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. . , Sal . . . Saul . . Arthur . .
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; August . . . Joe . . Mark . . Vis
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Darden and Schmitt Open Houston Fir
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' I i . . . Jack . . G. . . lloitul
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More Than 75 Standard Drive-Ins Now
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1 'isi : August . During . . For OK
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iflls, I ^ ; . ;t: -:,;riiiiii»''
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'Ruthless' Is Leader As Heat Hits D
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Racetrack Applies For Gables Ozoner
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. . . Fred , . . Mrs. . . Al . . W.
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: August 1 21 1 caused Comedy Gross
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izil. • In IJ j having I BOXOFTIC
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' I , TORONTO—An I I during I tha
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. . Renne . . Mesho . . Jack 'Milli
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oSltii rBOXOFFICE BAROMETER • EXH
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an IsSji a lot of film and ihe time
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: THE ti,' I I CHECK RUNNING TIME W
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.i.K CHECK RUNNING TIME WITH LOCAL
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I I in I JULY 24 CHECK RUNNING TIME
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nd trade press reviews. The plus an
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i (18) 1 (19) I Conrad anv^nid onAm
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Opiaiotts oa Currtat Productioas; E
Page 127 and 128:
i and ' new Bom" ^«!fj|, 'ES: 10c
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Boxoffice-August.28.1948

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