Boxoffice-January.07.1950

Anchored Balloon
Promotes 'Jolson'
JACKSONATILLE — Florida State circuit
boosted the first popular-price showing of
"Jolson Sings Again" at the Florida and Arcade
theatres into the ranks of record-breaking
boxoffice grossers. An elaborate publicity
campaign preceded the popular-price opening
of the picture.
Chief interest was centered around a 38x20-
foot barrage balloon which cruised above the
city at 200 feet. "Jolson Sings Again" and
playdates were printed on the side of the
balloon. A public address system attached
to the front of the balloon played records
from the new Jolson album and proved valuable
in drawing crowds of spectators to the
streets below. Antiaircraft lights were used
to illuminate the balloon at night.
Bus radio, a new means of advertising here,
did much in putting the film over. Scheduled
announcements at regular intervals, were
made over the radio on the buses, reaching
shoppers on their way to town or home.
Several free passes were awarded on three
ten minute radio programs which cost the
theatres nothing. In addition to the passes,
disk jockeys played records from the Jolson
album during daily programs. About 240
inches of newspaper space was allotted to
advertise the film and a total of 220 inches
of cooperative advertising was promoted.
A special false front banner was hung high
above the street between two buildings and
a ribbon banner also was suspended the
length of a seven-story building. Both were
visible as far as ten blocks away.
Window displays were placed in shop windows
throughout the city.
Atlanta Officials Plan
'Boundaries' Defense
ATLANTA—Mayor William B. Hartsfield,
trustees of the Atlanta public library and
Miss Christine Smith, local film censor, have
conferred with members of the city legal department
to plan a defense to the suit filed
by Film Classics following the barring of
"Lost Boundaries" in Atlanta because of racial
issues. The trial is slated to begin early
in January in federal court here.
Fort Payne, Ala., Theatre
FORT PAYNE. ALA.—The DeKalb Theatre
is being torn down to make way for a
new theatre. Completion is scheduled within
four months. E. M. Box jr., is city manager
for DeKalb Amusement Co., which also operates
the Strand here. He said that films
booked for the DeKalb would be shifted to
the Strand, which has been renovated recently.
DeKalb Amusement Co. is operated by
Amusement Enterprises, headed by Col. E. M.
Orr, of Albertville.
Cocoa Gives Kid Party
COCOA. FLA.—The State Theatre was the
scene of the annual Christmas party for the
children under 12 years of age. The party
has been an event of the holiday season for
many years. Members of the Elks lodge help
out by presenting candy and apples to the
children.
Osceola, Ark., Pays Final Respects
To Emma Cox in
MEMPHIS—Emma Cox, who for years tried
to conceal a soft heart beneath the hardboiled
exterior of an
efficient business wom-
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an, died last Sunday
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Miss Emma's hard-
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.
no one, least of all the
children of Osceola,
Ark., because she had
a heart as big as the
state of Arkansas. As
proprietor and owner
Emma Cox of the Gem and Joy
theatres at Osceola,
Miss Emma, as she was affectionally known,
could take on more than her weight in tough
motion picture men and come out ahead.
Each Christmas she gave free shows with
all the trimmings for all of her "small fry,"
as she called the children of Osceola. Also
each year she had a big theatre party for all
the high school graduates in Osceola and a
handsome gift for each one.
At the bottom of the depression, Miss Emma
was a cashier in the Bank of Osceola. The
owner of the Gem Theatre owed the bank
$1,000. The banking commissioner asked her
to take over the theatre and save the bank's
$1,000. She did but the bank went under
Free Show at Palmetto
PALMETTO, FLA.—The Palmetto Theatre,
and a group of Palmetto business and professional
men, were hosts to the children of
Palmetto and other communities on the north
side of the Manatee river, at a Christmas
theatre party. Mrs. Cameron Kay, manager,
said: "All the childi-en had to do to see the
show was walk in. There were no tickets or
passes required nor any other formality to
comply with."
Observes Anniversary
DUNEDIN, FLA.—The first anniversary of
the opening of the Palms Theatre was observed
with a special program. One of the
regular attractions at the theatre, which has
proved very popular with patrons, is a weekly
organ recital at which Mrs. Jeannette Moore
presides at the Hammond organ. Gordon
Bennett is manager.
Special Run Offered
TROY, ALA.—Eddie TomberLin, manager
of the Pike Theatre, as a pre-Christmas
special offered to run "Buck Pi-ivates" any
morning or afternoon for any schools that
would like to go in as a group.
On Full-Week Schedule
SAFETY HARBOR, FLA. — The Harbor
Theatre has changed to seven-day schedule,
according to Manager Eddie Smith. On
New Year's "The Return of DeSoto," a film
taken locally in 1924. and "Little Women"
were shown.
Theatre She Ran
anyway. The showbug had bitten Miss Emma.
She had $60 cash and a theatre on her hands.
She buckled down to business, however, and
soon bought the Joy Theatre.
Miss Emma, a frequent visitor to Memphis,
was a member of the Tristates Theatre Owners
and was a member of the board of directors
at the time of her death.
Her health began to fail about a year ago.
She had asthma and bought an oxygen tent
which helped some. Around Christmas she
had another attack and doctors put her in
the hospital.
Her death marks the fourth in her family
in the last two and one-half years. First, a
nephew was killed in an air crash in Arizona.
Then her father Hiram Cox died; then her
brother Walter was stricken at Christmas
time a year ago, and died.
Born in Aurora, Ind., Miss Emma moved
to Osceola in 1900. She leaves two nieces,
Lorene, army nurse at Hot Springs, and
Emma, Cox Dillahunty, who is called "Emma
jr.," at Osceola.
Miss Emma had so many friends, white and
Negro, that special permission was obtained
from the bishop to hold requiem services at
the Gem Theatre since the St. Matthews
Catholic church is so small. A special altar
was built. Mass was said at the theatre
Tuesday, with burial in Ermen cemetery.
The theatre was filled.
'Battleground' Leads
Atlanta Film Trade
ATLANTA—Trade at first run theatres
here was the best registered in recent months.
"Battleground" at Loew's Grand chalked up
a lusty 122 per cent to pace local houses.
"The Great Lover" at the Fox was close
behind with 119 per cent.
(Average Is 100)
Fox—The Great Lover (Para) 119
Loew's Grand—Bottleground (MGM)
Paramount—Fighting Man o( the Plains
122
(20th-Fox) _ _...110
Roxy—The Inspector General (WB), 2nd d. t. wk...l08
Whitney Lindsey Named
Bartow Ritz Manager
BARTOW. FLA.—Whitney Lindsey has
been appointed manager of the Ritz Theatre.
He was a former manager of the Palace in
Lakeland and has been connected with the
Florida State Theatres for the last 17 years.
He now becomes city manager for Bartow.
His office will be in the Ritz. Carlton Bowden,
former manager of the Lake, Lakeland,
takes over at the Palace.
Sid Landers Retires
ZEPHYRHILLS. FLA.—Sid Landers, who
has been managing the Home Theatre, has
retired because of ill health. Carl Wheeler
has been appointed to take over the management
according to I. A. Krusen, owner.
Set to direct "The Man With My Face"
was Richard Wallace.
BOXOFFICE January 7, 1950 SE 91