Boxoffice-December.25.1948

Glitter and Festivity in Miracle Opening
Some 6,000 Attend Coral Gables Ceremonies, Including Star Terry Moore
MIAMI—Revised estimates of the number
of people who jammed the streets in front
of the Miracle Theatre, unveiled by Wometco
on the evening of December 7, run close
to 6,000. Bleachers, which had been erected
in the streets to accommodate the overflow,
held only a fraction of the crowd.
All of Coral Gables seemed thoroughly to
enjoy itself at this tumultuous affair, and
traffic officers had almost more than they
could cope with trying to keep any open
space for the arrival of celebrities and other
honored guests. Some of the guests who were
to appear on the stage had to be spirited in
the rear entrance in order to get them there
in time.
ENTHUSIASTIC
OVER TERRY
Terry Moore, star of the pictui'e, was practically
borne, car and all, on the shoulders of
the enthusiastic crowd to the theatre entrance.
Nearly overcome by her reception,
she nevertheless did her very best to let as
many people as possible get a good look. It
was an event the like of which has never
before been seen in this municipality.
Even the fact that the Miracle's interior
was still in the finishing stage did not
dampen the gaiety of the evening. Wometco's
staff, as a matter of fact, turned this to advantage.
Sprightly signs were placed here
and there indicating what would eventually
go where.
"Mirror, mirror, on the wall; w^hy is it you're
not here at all?" was followed by the explanation,
"You'll be able to see yourself here
when the mirror goes up."
"We carped at the carpenters," said another
sign in another place, "but we stUl
haven't got the time. A clock goes here, one
of these days."
On the powder room wall one read, "Hang
it all, the paperhanger was supposed to have
finished this wall but he didn't, and we'd
like to hang him."
WOMETCO COMPLIMENTED
The public apparently appreciated this
astute touch of showmanship, and Wometco
is receiving many comments from patrons
who were highly amused.
Many prominent Coral Gables citizens attended
the premiere. Evening gowns, fur
wraps, and the glitter of sequins were set
off by the white dinner jackets of their
escorts. Dr. BowTnan P. Ashe, president of
the University of Miami, dedicated the theatre.
He was accompanied by Mrs. Ashe and
their daughter and son-in-law, Mr. and Mrs.
Edward Dunn. Mr. and Mrs. Sidney Meyer
were acconapanied by their attractive daughter.
Mrs. Roy Schecter, and were in a party
with Mr. and Mrs. Mitchell Wolfson. Wolfson
and Meyer head the chain.
Noted in the lobby also were Mr. and Mrs.
Van E. Huff and Mr. and Mrs. Stuart Patton.
Mrs. Huff was gowned in black velvet
and Mrs. Patton wore a print evening gown
topped with a fur cape.
Among early arrivals were Dr. and Mrs.
P. E. Kitchens. Mrs. Kitchens wore a blue
gown and long mink coat. Mrs. Carl
Kowaty's gown of red crepe was topped with
a mink wrap. Mrs. R. W. Apte wore black,
also with a mink wrap.
Traffic was routed one way down Miracle
Seen in the top photo is W. Keith Phillips, Coral Gables mayor, presenting
the key to the city to star Terry Moore. At bottom the crowd in front of the new
Miracle Theatre on opening night, with the Ponce de Leon High School band.
Mile for opening night, but was halted entirely
during the band concerts.
Jimmy Burns, Herald sports editor, in
writing of the feature race at Tropical park,
named in honor of the occasion, said: "Terry
Moore's here for the gala premiere of her
picture. "Return of October," at the new
Miracle Theatre. The theme of the movie
involves horse racing and Columbia is to be
congratulated for building the film around
Florida State. Inc., Buys
St. Petersburg La Plaza
ST. PETERSBURG—After nearly two
years of negotiation the La Plaza Theatre
block has been sold to Prank Rogers, president
of Florida State Theatres, Inc., and
George Gandy. Purchase price was not disclosed.
Rogers announced that the company
has made no plans for changes in the
property.
The theatre was built in 1912 by George
a sentimental angle, rather than the usual
sordid ones. People who like horse racing
and redheads will go all out for the picture,
which is better than good entertainment, and
the actual horse racing scenes are terrific."
"Return of October" played to excellent
business during its run at the Miracle. After
the premiere the film opened at the Miami
and the Lincoln theatres, and wUl be shown
at neighborhood houses soon.
S. Gandy sr. and has been in use ever since.
Since 1920 it has been operated under the
management of the Florida State Theatres.
Florida State owns a number of other theatres
in St. Petersburg, including the Florida
Theatre Bldg., the Roxy, the drive-in building
and property, the Ninth Street Theatre
Bldg., and property recently purchased on
22nd street as a future site for the Carver
Theatre.
Dallas, Ga., Theatre Open
DALLAS, GA.—Mr. and Mrs. Price Kincaid
have been named managers of the new
Dallas Theatre, opened here recently by
Wendell Welch to replace the old Strand
which was destroyed by fire last spring. The
new theatre, seating 800 patrons, is nearly
twice as large as the Strand.
BOXOFFICE December 25, 1948 89