PONDERS TAFT-HARTLEY WAL

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' " THE NATIONAL FILM WEEKLY PBBIISHED IN NINE SECTIONAL EDITIONJ BEN SHLYEN Editor-in-Chief and Publisher JAMES M. JERAULD Editor NATHAN COHEN Associate Editor JESSE SHLYEN Managing Editor IVAN SPEAR Western Editor J. HARRY TOLER Equipment Editor RAYMOND LEVY General Manager Published Every Saturday by ASSOCIATED PUBLICATIONS Editorial Offices: 9 Rockefeller Plaza, New York 20, N. Y.j Raymond Levy, General Manager; James M. Jerauld, Editor; Chester Friedman, Editor Showmandiser Section; A. J. Stocker, Eastern Representative. Telephone Columbus 5-6370, 5-6371, 5-6372. Cable address: -BOXOFFICE, New York." Centrol Offices: 332 South Michigan Blvd., Chicago 4, 111. J. Harry Toier, Editor Modern Theatre Seclion. Telephone WABash 4575. Weatem OUices: 6404 Hollywood Blvd., Hollywood 28. Colli. Ivan Spear, Manager. Phone GLadstone 1186. Wasbinglon Offices: 930 F Street, N. W. Lee L. Garhng, Manager. Telephone NAllonal 3432. Filmrow; 932 New fersey, N. W. Sara Young. Publication Offices: 825 Van Brunt Blvd., Kansas City 1, Mo. Nathan Cohen, Associate Editor; Jesse Shlyen, Managing Editor; A. Jules Benedic, Field Editor; Morris Scnlozman, Business Manager. Telephone CHestnut 7777. Other PubUcations: BOXOFFICE BAROMETER, published in November as a section ot BOXOFFICE; THE MODERN THEATRE, published monthly as o section of BOXOFFICE. ALBANY—21-23 Walter Ave., M. Berrigan. ATLANTA— 163 Walton, N. W., P. H. Savin. BALTIMORE—Uptown Theatre, A. J. Wolf. BIRMINGHAM-The News, Eddie Badger. BOSTON—Hotel Vendome, Frances Harding. BUFFALO—20 St. Margarets Court, Jim Schroder. CHARLOTTE—216 W. 4lh, Pauline Grillith. CHICAGO—332 S. Michigan Blvd., Jonas Perlberg, WABash 4575. CINCINNATI— 1634 Central Pcirkway, Ullian Seltzer. CLEVLLAND—2568 Overlook Road, Cleveland Heights, Elsie Loeb, Fairmount 0046. DALLAS—408 S. Harwood, V. W. Crisp, Southwestern editor, R-2312. DENVER— 1645 Lalayelte, Jack Rose, TA 8517. DES MOINES—Register & Tribune BIdg., Russ Schoch, DETROIT- 1009 Fox Theatre BIdg., H. F. Reves. Telephones: RAIIOO; Night, UN-4-0219. INDIANAPOLIS—Rt. 8, Box 770, Howard M. Rudeaux. LITTLE ROCK— 1615 West 22nd street, Herod Jimerson. MIAMI—66 S. Hibiscus Island, Mrs. Manton E. Harwood. 2952 Merrick Rd., Elizabeth Sudlow. MEMPHIS—707 Spring St., Null Adams, Tel. 48-5462. MILWAUKEE—50^1 Plankinlon BIdg.. 161 W. Wisconsin Ave., James R. Gahagan. Telephones: BR 4938 and MA 0297. MINNEAPOLIS—29 Washington Ave., So., Les Rees. NEW HAVEN—42 Church St., NEW ORLEANS—218 So. Liberty St., Telephone MA 5812. Gertrude Lander. Mrs. Jack Auslet. OKLAHOMA CITY—216 Terminal BIdg., Polly Trindle. OMAHA—Omaha World-Herald BIdg., Lou Gerdes. PHILADELPHIA— Philadelphia Record BIdg., Broad and Wood Sis., J. M. Makler. PITTSBURGH—86 Van Braam St., R. F. Klingensmlth, c/o Monogram Pictures. PORTLAND, ORE.—YMCA, Jules Maitland. RICHMOND— National Theatre, R. W. Eagan, 2-2567. ST. LOUIS—5149 Rosa Ave., David F. Barrett, Flanders 3727. SALT LAKE CITY— Desoret News, Howard Pearson. SAN ANTONIO— 531 North St., L. J. B. Ketner. SAN FRANCISCO—25 Taylor St., Gail Upman, ORdway 4812-4813. SEATTLE—928 N. 84lh St., Willord Elsey. TOLEDO-4330 Willy. Pkwy., Anna Kline. IN CANADA CALGARY—The Albortan, Wm. Campbell. MONTREAL—4330 Wilson Ave., N. D. Q., Roy Carmlchael. Walnut 5519. ST. JOHN— 116 Prince Edward St., Wm. J. McNulty. TORONTO-242 Mllwood, Milton Galbralth. VANCOUVER—411 Lyric Theatre BIdg., Jack Droy. VICTORIA—938 Island Highway, Alec Morrlman. WINNIPEG—The Tribune, Ben Lopkin. MiMBBR Audit Bcrkau or Circulations Rnttrad as SKond Cliu matter at Poal Oiriet, Kaniu CItr. Uo. Secllonil Bdltlnn. 12 00 per yur: National Idltlan, IT.HO I OXOFFICE Guest Editorial By HERBERT J. YATES President. Republic Pictures Corporation •^.yA gNDUSTRY showmanship must keep pace*' our progress in delivering a high level of entertmnm Money, time, effort and intelligence are being applied to ' plarming and execution of the advertising, publicity, and ploitation calculated to achieve the best possible results. Promotion is actually considered an integral part of aijj Distributors now deliver not only the name, story, i ture. production value of a film, but a public interest whidi (^ been stimulated by expert national coverage. A great dec'- thought is given to many sales approaches before basic i paigns are determined upon, and the ideas of comjxmy s 4 are augmented by the best brains of our advertising agen< . Since showmanship is obviously at its best when it sells I most tickets, that is the basic approach in formulating all Ct» paigns. Different types of pictures naturally call for diffe i approaches, and often more than one angle on a pictui I offered to the exhibitor. For the most part, exhibitors have been more than re * 1 live to such distributor thinking, and have recognized thi sponsibility of merchandising pictures in accordance with k predetermined angles. They recognize the soundness oi > ing advantage of the fact that hundreds of thousands of V lars have been expended to advertise a picture through h tional magazines, newspapers, and radio; and they hames' • presold audience by following through in the format, b t : theatre owners have not only linked their campaigns It* national plan, but have contributed allied local angles si ^ cellent that they have been adopted for national use. First run theatres, particularly, have a responsibility v extends beyond their own operation. It is basic that p * acceptance of a picture in its initial showings is reflected f ( turns in subsequent runs. When the manager of a firs' theatre uses a faulty advertising approach, he is not jeopardizing his own gross, but also the distributor's produ investment, and the returns of other theatre owners. Ours is essentially a ballyhoo business, and no such ness can rely on dignity alone to sell tickets. There are : times when we must be noisy, expansive, and even blatt build up audience interest and boxoffice. But there is * Ben Shlyen. publisher and editor-in-chief of BOXOFFICE, Is in Eutope and during his absence guest editorials written by o number of well-known executives will appear on these pages. Vol. 51 JUNE No. 8 2 8,1947
lluJi.Hl0H 'ulwu (Z^y^ttdtHHU Ped4eSeat4 New Foundation Officers To Meet Early August Trustees and chairmen from all exchange areas expected to convene soon to outline Motion Picture Foundation action; regional representatives elected in all but eight areas. iferie between this type of promotion on pictures which re- [uircit, and cheap ballyhoo which reduces the stature of a )ictu> and often discourages a public which might otherwise /anio see it. DXOFFICE recently printed a letter commenting upon a lamjiign which heralded a picture in such a marmer as to lisccrage much of its potential audience. The writer's case a p
Page 1 and 2: INDUSTRY PONDERS EFFECT OF THE TAFT
Page 3 and 4: I I He's hotter than a i^S^ firecra
Page 5: -,*' - " "t "a 1 » ' ^ w -L « J 1
Page 9 and 10: : flpiure, ' ' • was i • with ^
Page 11 and 12: ' mre, ; to ; iidmission , the , on
Page 13 and 14: (HORNER BROS., ^*- -"'""'"« fl'"'
Page 15 and 16: l,L I )eto Wilson P.OODS STRIKE AT
Page 17 and 18: I "Tight adventure melodrama with P
Page 19 and 20: m. THE SELZNICK RELEASING ORGANIZAT
Page 21 and 22: . point W. D I)cal Censors Urged 1)
Page 23 and 24: i; ridf 1 if hat Sipi'eme Court Rul
Page 25 and 26: NORMANDIE . :j^;//.H Star TRADE SHO
Page 27 and 28: : a:.d . amending L New • bt Tvo
Page 29 and 30: i I ••• • I In Hew York's E
Page 31 and 32: — I Continued I ontlnued from pag
Page 33 and 34: I One ' I — Cl^STER FRIEDMAN EDIT
Page 35 and 36: I hchmg , ?estem : the Sl)r3 Serves
Page 37 and 38: ?Oth HAS THE ANSWER! C^l AT RADIO C
Page 39 and 40: Kie 'Johnny 'Clock' ByFhone in Hote
Page 41 and 42: . . . Stay " s TREASUBE IT! Don't d
Page 43 and 44: 1 Ids I jply xhibitor Henry Reeve o
Page 45 and 46: Lachman Re-Elected Head of N.J. All
Page 47 and 48: ' and . . James . . Maurice . . M.
Page 49 and 50: . . Lois . . Jane . . Frances . . E
Page 51 and 52: I I I their I conditions. , hour, ,
Page 53 and 54: i Ijrilish !o Tax Films \)n Earning
Page 55 and 56: f What every bride shouldn't know:
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EWS AND VIEWS THE PRODUCTION CEMTER
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\ Casey, - 'NAKED " 'HIGH estimonia
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LOS ANGELES AT ITS BEST WHERE IN AM
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I , deal . . Dave . . Emma . . Barn
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' I the . . Gladys . , E. . . Georg
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, Fire I Louis ' 1 nt - . . . Spenc
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I which ^ht. Louis Bus strike Flood
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. screened . . Florence . . Laura .
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i gat ' I I : C.rand i week. I nost
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, From the BOXOFFICE FILES • •
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I trict i and ! motor-equipped 1 an
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AHHOUHcma the appointmenf of as man
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. . Ben . . The . . Herb ]aehrs Wil
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[ jRosanek. ' Trom I Local . . Dona
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' I ^-9 : Present OHIO SLASHES JOBL
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I I 1 In * Exhibitor Uses Plane; ^
Page 89 and 90:
' While I . . The . . Dorothy . . E
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. . United ' DETROIT Tnder the marq
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I would I Wat«rbury, 1 Middle.'iex
Page 95 and 96:
. . Seen Yamins Links Houses IVith
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i The E.C| aenu 0, ! list iHSlljI i
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' Manager ''Samuel Pinansky of M&P
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I .sales 1 his . jects — Celebrit
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Clear, Sharp, True Amplification PD
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A STAR PERFORMER BETTER LOOKING HIG
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, Gibson, . . Kenney . . Variety "S
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i 'stage ( I i The HOUSTON T B. t'o
Page 111 and 112:
i Theatre Sponsors Midget Auto Race
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1 was ,-i mnd, . including , nd . f
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; lit . . Irene . . Jimmy . . Filmr
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j I . . . Morris . . Al . . Jackie
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. . . Fred Eddie . . Ida . . Mrs. .
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Walker Experiments Bill Demarest Cl
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. . . The ' ' . . Aurel . . The ST.
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OFFICE BAROMETER • EXHIBITOR HAS
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: ways .' burger. BOXOFFICE BookinG
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CHECK RUNNING TIME WITH LOCAL EXCHA
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: ARY 18 il— l'O-T80 Draaa i ITY
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ROYOFFTrF nnr,Hr,(-:i,i/4o .Tlinp 9
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i \terpretalivs analysis oi opinion
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I (19) , No. , No. . No. — 20th C
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Opinions on Current Productions; Ex
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I Powers Industry's Market for Purc
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PONDERS TAFT-HARTLEY WAL

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