Boxoffice-October.20.1956

OCTOBER 20, 1956
In Two SecHons—Scchon One
Y
'^ TujLe e^ ~tke mefto&n.
THE KEY TO
BETTER BUYING
Chockful of articles on Theatre Planning,
Design and Construction, Drive-In Design,
Projection and Sound, Refreshment Service,
"how-to" instructions, the newest ideas and
trends on all phases of motion picture
operation presented by experts. It is published
OS the second section of this issue.
Joseph R. Yogel
Elected President
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NATIONAL EXECUTIVE EDITION
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Poqt 9

BOBar
SlIAPL
THE STORY IN A NUTSHELL I
Bravo to the wise
showmen who put
BOB HOPE and
KATHARINE HEPBUR
together in the BIG
comedy "THE IRON
PETTICOAT." They're
positively the funniest
pair in pictures.

(ATE
7REATl
THERE'S MONEY IN THIS FUNNY, FUNNY SHOW!
M-G-M presents in VISTAVISION and TECHNICOLOR*
BOB HOPE KATHARINE HEPBURN
in
«
TIHIi IRON PETTICOAT
)>
with
NOEL MIDDLETON
JAMES ROBERTSON-JUSTICE
ROBERT HELPMANN
Produced by BETTY E. BOX • Directed by RALPH THOMAS
A REMUS FILM
Produced in association with HARRY SALTZMAN
An M-G-M Release

At practically every performance since it opened to the pub
Thursday, Oct. 11, lines start in the lobby and continue i
msiNTco BY Warner Bros. inWarnerColor STARRING
ELIZABETH TAYLOR -ROCK HUDSON
•
JAMES Dl

street and around the corner. George Stevens Giant is
biggest grosser since
The Robe' at the New York Roxy.
STEVENS:PRODUCTION
FROM THE NOVEL BYEDNA FERBER
tch her! New star!
NO PRESENTING
ALSO S1ARRIN6
lARROLL BAKER -JANE WITHERS- CHILL WILLS MERCEDES McCAMBRlDGE-SAL MINEO
•
..DENNIS HOPPER. JUDITH EVELYN . PAUL FIX • SCREEN PLAY BY FRED GUIOL AND IVAN MOFFAT - PRODUCED BY GEORGE STEVENS AND H ENRY GINSBERG
IRECTEO BY GEORGE STEVENS presented by WARNER BROS, mos.c composco ano conoucteo by DiMiTBi TIOMKIN

i
"» */« Ane fyf.
^'"^'"^
ROBERT
Z.'^'^^^QPe
_ :;^-"- ^/CHARLES BRAcTm ' ' ""'' ^"«^«^
^SBecCA
M(i/?f/VCf
^^^'D 0. saS^'^ JOAN • FONTAINF
^//MeMAScopP
JOSEPH COr]-fA|.i//i;/,
ne THiRo Man
''"'"'=
It's 0very citizen's duty
to register and vote!

—
ITHE
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•CTOBER 20, 1956
ol- 69 No. 26
CHANGES ARE IN ORDER
HANGED conditions in
our business
make necessary changes in attitudes and operations.
So averred Abram F. Myers, National
Allied general counsel and board chairman, in
a talk delivered at Winchendon, Ma.ss., early
this
week.
For one thing, Mr. Myers pointed to a need
for "a high degree of cooperation between all
classes of theatres whenever they can stand on
common ground" and that "there must also be
improved relations and a higher degree of cooperation
between the several exhibitor organizations."
He then stated that for some time
Allied
has maintained an informal but effective
liaison with Theatre Owners of America and that
there was reason to believe that this will "lead to
valuable cooperation in matters concerning which
the two organizations see eye to eye."
Further, along this line, Mr. Myers declared
that another regional association, which is not
affiliated with either Allied or TOA. has indicated
a desire to cooperate with Allied whenever
such cooperation seems advantageous to its members.
Allied, said Mr. Myers, is prepared to cooperate
in matters of mutual interest with any
bona fide exhibitor organization when represented
by men of integrity and goodwill. Thoush
he cited "this gradual drawing together of exhibitor
organizations" as a prospect for unity
among exhibitors in the promotion of their
common interests, he shot a barb at "those impetuous
persons who would merge all exhibitors
into a single organization before they even had
time to become acquainted."
Well, we're one of those "impetuous persons"
and we reiterate our long-held contention that,
until exhibitors are really united under one organizational
banner, they will lack the strength,
means and ability to accomplish all that an exhibitor
organization should accomplish to render
members.
the maximum of service to its
Continuing with Mr. Myers' reference to
change, there is his comment on Ruben Shor's
efforts to arrange a roundtable conference with
the heads of the film companies. He paid compliment
to Mr. Shor's attitude, even in the face
of "provocative language contained in certain
replies," adding that this time the change called
for is in the attitude of the film companies.
Mr. Myers aptly stated the case of the industry's
plight—affecting all of its branches—and
of the need to find relief through open discussion
in the mutual interest. No branch of this
business is sufficient unto itself. All are interdependent.
Producers and distributors need
theatres and vice-versa. And the attitude that
any theatre—let alone the sometimes mentioned
several thousand — is "expendable" certainly
must be changed. There are weak links in the
industry chain, to be sure. But before dropping
them, every effort should be made to
strengthen
them. This may not be possible in every instance,
but, wherever it can be done, the industry
as a whole will be the better for it.
• •
For Big Dividends
The fact that the Council of Motion Picture
Organizations still has to go out and grub for
the dues needed to sustain it throws a cloud over
its future. After having twice proved its very
great worth through obtaining reductions in the
federal ticket tax, it would seem that exhibitors
would gladly make voluntary contributions, not
only of the infinitesimal amounts set up as dues,
but in substantial size comparative to iust one
year's savings effected on behalf of exhibitors.
As we pointed out on a previous occasion, if
each exhibitor who benefitted from the latest
tax cut, estimated to total $53,000,000, contributed
to COMPO just one per cent thereof and
the distributors who will benefit, also, matched
that with another one per cent, there would be
no question as to COMPO's financial ability to
carry out the program designed for it at the
time of its organization. But, it seems, COMPO
is having difficulty in getting even $100,000
from exhibitors; or to get the Motion Picture
Ass'n of America to increase its contribution
unless exhibitors do.
Under its hand-to-mouth existence, COMPO
has been hampered in setting up and implementing
a schedule of operations on a long-range
basis ; or to add to its staff the necessary personnel
to make its efforts more effective. Much
that COMPO can do in coordinating the efforts
of other industry segments, particularly those
involving promotional activity, is denied it by
the inadequacy of its operational funds. That
should never be. But it is and, until more farseeing
attitudes are evidenced, so will it continue
until one day COMPO will be no more.
If all those who are holding back the payment
of dues to COMPO will but realize that they
might not now be in business, if it were not for
COMPO's leadership in the tax campaign, and
forthwith remit their checks, they will at least
COMPO's continuance for another year.
assure
And, if these and others will give thought to the
long-range values of a financially strong COMPO,
they will double or triple their dues pajTnents.
They'll
reap big dividends.
{JLij /^iiyLayv^

MPAA BOARD APPROVES PLANS
FOR PROMOTION CAMPAIGN
An Initial Appropriation
Of $25,000 Is Voted;
Ask Academy Aid
By SUMNER SMITH
NEW YORK—Major company presidents
sitting as the board of the Motion Picture
Ass'n Thursday approved plans for the
greatest theatre boxoffice promotion drive
ever to be undertaken by the industry. Details
were supplied them after weeks of
work by subcommittees of the MPAA advertising-publicity
directors committee.
Kenneth Clark, MPAA vice-president, and
Jerome Pickman of Paramount presided.
The plans will be worked out imder the
direction of Roger H. Lewis of United Artists,
who has succeeded Pickman as committee
chairman.
PUBLIC SELECTS WINNERS
Probably the greatest interest was shown
in a report by Al Tamarin of United Artists
on a sweepstakes, or public voting campaign,
to be run in connection with the Academy
Awards. The public will pick the winners of
Oscars in several categories by balloting at
theatres and there will be national, regional
and local winners of cash and merchandise
prizes and yearly theatre passes.
An initial appropriation of $25,000 was
voted. The support of the Academy of Motion
Picture Arts and Sciences will be sought.
The hope is to start promotion of the event
the fii-st of the year, two and a half months
before the Academy Awards, and to make
the event an annual and self-sustaining
affair.
All plans approved Thursday will be discussed
on Monday (22) at a meeting with
studio representatives in Hollywood to be
attended by Spyros P. Skouras, president of
20th Century-Fox, representing top level executives
and Lewis, assisted by Paul Lazarus
jr. of Columbia, representing the committee.
Also present will be David Llpton of Universal-International
and Robert Tapllnger,
public relations counsel and vice-president of
Warner Bros.
Other boxoffice plans approved follow:
Rodney Bush of 20th-Fox supplied details
of a Hollywood press conference to be attended
by representatives of some 300 newspapers
in 101 cities of over 100,000 populations.
Exhibition would defray the cost of transportation,
estimated at $60,000, and Hollywood
the cost of entertainment, estimated at
$125,000. A date will be set after exhibition
is approached for cooperation. Exhibitors
would make the contacts with the newspapers.
Some newspaper men already have
said they would travel at their own expense.
MARKET SURVEY PLANNED
Lazarus presented tentative details of a
complete market survey plan. They will be
enlarged by a committee consistmg of Charles
C. Moskowitz of Loew's, Abe Schneider of
Columbia and William C. Gehring of 20th-
Fox. Silas Seadler of Loew's presented a plan
for an advertising drive to Increase attend-
First Cable Theatre Set
For Bartleswille, Okla.
By AL STEEN
NEW YORK — The Osage Theatre in
Bartlesville, Okla., will be the first cable
theatre in the world, it was reported here
at the weekend. Video Independent Theatres,
Inc., which operates approximately 100
theatres in the southwest, will start installation
work in the early spring under a deal
closed with Jerrold Electronics Corp. of
Philadelphia, which developed the system.
Under the medium, a picture originating
in a theatre, is sent simultaneously over a
cable system to subscribers on their home
television screens.
Negotiations have been completed with a
major company for its first run product. The
pictures will be shown as the program fare of
the theatre, as well as being transmitted over
the cables to local subscribers for the time
being. The identity of the major company
is being withheld, but it will be announced
prior to the start of installation work. Negotiations
are under way with other studios
for their pictures.
Announcement of the inauguration of the
revolutionary medium will be made on Tuesday
(23) by Milton Shapp, president of
Jerrold Electronics, at the annual convention
of Allied Theatre Owners of Indiana at the
Marrot Hotel in Indianapolis. It is Shapp's
belief that the cable theatre will reestablish
the mass audiences and attract new audiences
just as the drive-in theatres did in the beginning.
The Video circuit has received clearances
from the Bartlesville city council for cable
pole space in the city and surveys now are in
progress for the layout of the lines and other
necessary procedures. Although the Bartlesville
project will be a test, it will not be a
test of whether or not it will work, according
to Jerrold spokesmen. They say that
private tests already have proven that it
does work.
The purpose of the Bartlesville imvelling
will be to test subscribers and connection
rates and the general consumer pattern. Both
ance. Its development will depend on completion
of the market survey plan.
Gilbert Golden of Warner Bros, told of the
"growing demands" of unions for credits in
advertising and it was agreed that the costs
run into the millions in extra space and loss
of customers through limitations of selling
space. Barney Balaban, Paramount president,
will head a committee to meet as soon
as possible with studio heads and then with
the unions and individual performers. Golden
will assist him.
Philip Gerard of Universal-International
outlined a series of field visits to be made by
Eric Johnston for MPAA and top company
Video and Jerrold executives are optimistic
over the success of the venture and plans
are in work to extend the service to other
communities of the circuit.
It is planned to supply the subscribers with
a yearly package of an undetermined number
of programs. The subscribers will be billed on
a monthly basis. Motion pictures will be
used exclusively.
The Video circuit owns community antenna
systems as developed by Jerrold in several
Oklahoma cities, including Hobart, Ardmore
and Childress. However, the cable theatre
programs will be in competition with television.
The first step in getting the system into
operation took place last August in New York.
According to Shapp, the exhibitor is the
logical individual to stimulate the cable theatre.
He asserted that the new medium will
not put the exhibitor out of busmess but,
in fact, will stabilize his investment and recapture
a lost audience.
The cable theatre should not be confused
with scrambled television inasmuch as each
is different in technique and approach, it is
stressed by Jerrold. Shapp said efforts to
obtain proper quality, quantity and variety of
programming necessary for an effective cable
theatre public acceptance test had been delayed
earlier because of confusion and opposition
engendered by the proponents of
scrambled toll television.
Shapp pointed out that a cable theatre
would take programming originating live or
filmed in a studio or received via microwave
from a distant point and distribute it by
cable or wire to any population area. This
wired system is then "tapped" and a thin
cable or wire lead is taken directly to the
television receiver in the subscriber's home.
Shapp said that no elaborate equipment requiring
service or maintenance would be in
the subscriber's home. Security, he said, is
guaranteed because the programming is
available only to those homes Into which the
lead is brought.
executives with publishers. They would be
up-beat meetings delivering "state of the
union" messages. Exhibitor cooperation will
be sought. They will be followed by visits on
a town-to-town basis with the working press
by members of the advertising-publicity committee.
The form of presentation will be decided
by a committee consisting of Max
Youngsteln of United Artists, Charles Einfeld
of 20th-Fox and Gerard.
Referred for further consideration was use
of a stamp plan to increase attendance and
an Informative television program proposed
by Leonard Goldenson, president of American
Broadcasting-Paramount Theatres.
8 BOXOFFICE October 20, 1956

m JOSEPH R.
VOGEL IS ELECTED
PRESIDENT OF LOEWS. INC.
Leopold Friedman Named
To Be His Successor As
Loew's Theatre Head
NEW YORK — Joseph R. Vogel was
lelected president of Loew's, Inc., by the
tboard of directors here on Thursday to
Isucceed Arthur M. Loew who resigned the
[post on October 3. Vogel will relinquish
lis office as president of Loew's Theatres,
position he has held since 1954 when
oew's theatre operations were divorced by
court order from the production-distribu-
'tion company.
Vogel will be succeeded as president of the
theatre company by Leopold Friedman, financial
vice-president and a director. Two
new members were elected to the theatres
board. They were Eugene Picker and John F.
Murphy, vice-presidents. They fill the vacancies
caused by Vogel's resignation and the
death of Harold Cleary. J.Leonard O'Donnell,
controller, was elected treasurer of Loew's
Theatres.
Arthur Loew was elected chairman of the
board of Loew's Inc., to succeed Nicholas
M. Schenck. As a special tribute to his
many years of service, the board appointed
Schenck honorary chairman. Loew will continue
to be active in the over-all affairs of
the company and will serve in addition as
president of Loew's International.
The post of president had been offered to
producer Sol Siegel who early this week declined
to accept it on the grounds that he
preferred to devote his time to production.
Loew made the following statement:
"The election of Joseph Vogel to the presidency
will strike a note of optimism not only
to our organization but to the entire industry.
To our studios it will mean the guid-
Leopold Friedman Arthur M. Loew
Loew's Theatre Head Board Chairman
Eugene Picker John F. Murphy
New Board Member New Board Member
JOSEPH R. VOGEL
ance of an experienced and understanding
executive who has a proven conception of
public taste. He has a capacity for judgment
and decision on the merit of the film projects
which combines uniquely with his business
experience. To our distribution organization
his election will mean a chief executive with
an appreciation of boxoffice values gained
from his many years in the operation of a
most successful circuit of theatres."
Vogel said that "as I have lived with the
problems of exhibition, I have been a continuous
observer of the trends in motion
picture production. I am filled with enthusiasm
for the future of MOM and we will
go forward. Making good pictures at commensurate
costs and marketing them properly
is an assignment I welcome. X am happy
that Arthur Loew with his vast knowledge
and progressive ideas will be active and will
work side by side with me."
Vogel was born in New York City and
started his career as a part-time usher at
the age of 14 and moved up to treasurer in
New Rochelle and at the old Seventh Ave.
Theatre in New York. At 18 he was named
manager of the old Pulton Theatre and then
the Palace, Victoria and finally Loew's State.
Vogel then was promoted to assistant to
Charles C. Moskowitz, who was in charge of
in-town-theatres and in 1924 became assistant
to Col. Edward Schiller, who had
been handling the circuit's out-of-town theatres.
When Schiller was transferred to the
coast in 1934 Vogel assumed management of
the out-of-town houses. When Loew took
over the PoU Circuit in New England he was
elected a vice-president and director of Loew's
Poll New England Theatre Corp. After a
series of advancements Vogel was named
general manager in 1945 of Loew's Theatres
and in 1947 was elected a director in various
subsidiaries.
Friedman became secretary of Loew's, Inc.,
in 1919 and later was elected a director and
in 1945 vice-president.
BOXOFFICE was first to mention Vogel as
possible president in the October 6 issue.
Ability of Theatre Owners to Obtain
SBA Loans Depends on Collateral
NEW YORK—The ability of a theatre
owner to obtain a Small Business Administration
loan depends largely on the collateral
he can fiu-nish and his ability to pay
it off within ten years out of earnings,
Arthur E. Long, eastern regional director,
told a luncheon meeting of the Independent
Theatres Owners Ass'n Thursday at the
Sheraton Astor hotel. Harry Brandt, ITOA
president, presided.
Long said no loans will be made to any
theatre business with an annual revenue exceeding
$1,000,000, and that the purpose of
loans must be to increase earnings. Brandt
had described a mortgage, partly amortized,
due on a property of his which banks have
told him he must pay oft because no loans
are being made now on single-purpose buildings.
Long said the annual revenue limit
barred him from SBA aid.
"Our prime interest," Long said, "is in a
business that will earn enough money to
insure repayment, not just to get hold of
collateral, as is the case with banks."
He did not make any address but answered
questions. He said no loan applications have
been made yet anywhere in the U. S. by
theatremen. He said applications can bie
processed in two to three weeks.
Several ITOA members took the position
that it would be simpler to apply to the
banks. One called SBA requirement for
amortization in ten years "tough." It was
pointed out that the SBA will lend only after
banks turn down loans and that before lending,
the banks will be consulted. Some highly
technical questions, one dealing with interlocking
directorates, were raised.
Long answered two questions by saying that
SBA will lend to a company wishing to reopen
a theatre and for the purpose of the
theatre expansion.
Film Embargo on Denmark
Is Continued by MPEA
NEW YORK—The film import embargo
imposed against Denmark by the Motion
Picture Export Ass'n wiU continue. MPEA
reached the decision during the week after
consideration of a Danish demand for maximum
rental terms. Discussions have stopped
and presumably will have to be reopened by
the Danes. G. Griffith Johnson, MPEA vicepresident,
has left Copenhagen.
IL
BOXOFFICE :
: October 20, 1956
9

—
Cinemascope vs. Naturama
Blocks Fox-Republic Pact
Signing of British film distribution rights
for Republic Pictures product awaits decision
as to the production process to be used:
20th-Fox, the firm negotiating with Republic,
wants Republic pictures made in Cinema-
Scope, while Republic is holding out for its
own Naturama process to protect its foreign
rights in the medium.
'Oklahomal' C-S Version Gets
First Showing in New York
Tw-entieth Century-Fox to start continuous,
popular price engagement at Mayfair on
November 2, one month after Todd-AO version
closed a 50-week two-a-day run; Cinemascope
showings in other key cities to follow
around Thanksgiving.
Wm. Goldman Sues Shuberts
For Damages of $2,100,000
Operator of Erlanger Theatre in Philadelphia,
who also has large film theatre chain,
charges legitimate interests with monopoly
that forces exorbitant ticket prices and restricts
his operations; he sued major film
companies in 1946.
United Artists Moves Fast
In Sales to TV Stations
Package of 39 features, most of them after
1948, contracted for by more than 30 stations
to date for total revenue of $1,500,000; some
already have been telecast; target is 100 domestic
markets.
Eight Majors Settle Percentage
Suit Against Ark. Exhibitors
Columbia, Paramount, 20th-Fox, Loew's,
Universal, United Artists, RKO and Warners
permit dismissal of federal court action
against E. V. and Zula MacDonald, who operate
three Monticello theatres, after defendants
pay "acceptable sum" in payment
of
claims.
Ban
File Petition to Lift
On 'Chatterley' in N. Y.
Kingsley Internationl Pictures, distributor
for "Lady Chatterley's Lover," has petitioned
the New York state supreme court to lift ban
placed by the Board of Regents on the D. H.
Lawrence story; the case will be a major test
of the state's censorship law.
James Poe Sues Michael Todd
For $250,000 Damages
Hollywood writer also seeks an injunction
to prohibit showing of Todd's "Around the
World in 80 Days"; Poe claims he Is not receiving
credit for the screenplay, although
the Writers Ouild of America, West, said he
was entitled to It.
Despite Theatre Closings, Ricketson
Envisions Bright Industry Future
LOS ANGELES—Between 5,000 and 6,000
additional theatres can be expected to close
in this country during the next three years
in the opinion of Frank H. Ricketson, vicepresident
and general manager of National
Theatres. Ricketson expressed this pessimistic
viewpoint at a press conference on
Wednesday (17), the first of such gatherings
summoned for him since he attained those
positions a few months back.
As a more cheerful note to offset his rather
gloomy prognostications, the NT executive
declared that a more prosperous era was in
store for those movie houses that do survive
the current "period of transition," because,
he stated, "the motion picture industry has
lost none of its glamor," and films for theatrical
distribution will always assert enough
public appeal to fill those houses that
"modernize."
Ricketson stated that at one time when
the exhibition of films was in its heyday,
there was one theatre for approximately
every 6,000 inhabitants of a given community;
that a city of that size usually supported
a pair of houses. Under the new order, he
held, one house to about 10,000 of population
would come closer to being the prevailing
order. He said that the showcases
that survive his predicted thinning-out evolution
would be determined by showmen's
propensity toward remodeling their houses
to meet today's audiences' expectancy of
more comfortable, cleaner, better equipped
and more efficiently operated cinema palaces.
Geography and populations will not be too
great a factor, he believes, and in this connection,
he pointed out that many a small
city will keep one movie house in operation,
even if for only a few nights a week and
under subsidies, if necessary, from local
merchants. This might be brought about
because it has been proven that in cities
where the lone theatre shuttered, business in
general was retarded to such an extent that
merchants were willing to do anything within
reason to see that it was re-opened.
While admitting that television is having
"a deadening effect" on theatre business,
Ricketson said the Los Angeles and environs
Buena Vista and NFS
In New Front Office Pact
NEW YORK—A new contract covering the
front office operations of Buena Vista Distributing
Corp. on a national basis has been
negotiated with National Film Service. According
to James P. Clark, NFS president,
and Leo Samuels, Buena Vista president, the
new pact supplants a similar agreement
which had two years to run. Under the terms,
all billings and collections will be handled by
NFS which also operates the back room operations
of Buena Vista.
With this tie-up, Clark said, Buena Vista
has the most fluid operation in the industry.
At present, no other distributor uses NFS for
its front office functions, although several
major companies have been expressing interest
in the service, he said.
Samuels said that NFS and Buena Vista
have been working together since the inception
of the Walt Disney subsidiary and the
association has been an effective one.
debut over station KTTV of the initialer in
Metro's backlog recently sold to video
"Thirty Seconds Over Tokyo"—hurt local
theatre attendance but little, if any.
Expanding on that point, Elmer Rhoden,
president of NT, who also was present at the
huddles, offered the opinion that the telecasting
of
the popular pictures of yesteryear
is resulting in TV stations competing against
one another, rather than precipitating more
competition for movie houses.
When Ricketson predicted the closing of
nearly 6,000 theatres, he was asked how many
of his chain's 335 houses would be included
in that over-all figure. He quickly predicted
100. At that point, Rhoden took the play
away from him and stated that 30 to 35 would
come closer to the actual number. Rhoden
amplified by saying that NT had already
weeded out the outlets that might otherwise
have been operated unprofitably because of
their archaic architecture and accouterments.
Both Rhoden and Ricketson pointed to the
fact that NT plans to spend in excess of
$2,000,000 per year for the next few years in
bringing to its remaining units the modernization
that they feel is a necessity to survival,
as evidence of their confidence in the
industry's future. And, as further of such
proof they again pointed to the plans for the
construction in this area of four new houses.
As has been previously reported, these showcases
will be erected in Van Nuys, Garden
Grove, West Covina and one in the San
Fernando Valley. In each instance, five-acre
sites have been acquired as locations for the
new ventures. They will be 1,200-seaters,
with no stages, widescreens that will accommodate
every kind of projection, screenlevel
booths to avoid distortion, and ample
free parking.
Rhoden opined that, despite the reduction
of amusement taxes, there is not apt to be
any decrease in theatre admissions. In fact,
he said, an increase might prove necessary
in stride with the increased cost of living
in all directions. He stated that it was his
belief that theatrical business had hit the
bottom and would either improve or stay
level from this point forward.
Oliver Treyz Named
To Top ABC Post
NEW YORK—Oliver Treyz was named
president of the American Broadcasting Co.,
following the resignation of Robert E. Kintner
from the $100,000 a year position due to
a dispute over the network's policy. The appointment
of Treyz was announced by
Leonard H. Goldenson, president of American
Broadcasting-Paramount Theatres.
The ABC television and radio networks are
a division within the AB-PT organization.
Treyz, 38, is a former director of ABC's
radio network. In 1948 he became director of
ABC's research and development program.
A '39 graduate of Hamilton College, he has
been in the radio and advertising fields since.
Goldenson also announced the appointment
of John H. Mitchell, head of the ABC-
TV network for two years, as assistant to
Treyz.
10 BOXOFFICE :
: October 20, 1956

MYERS ATTACKS ARGUMENTS
ON FILM PRODUCT SHORTAGE
'Coercive' Block-Booking,
Divorcement Removal
Not Cause, He Says
WINCHENDON, MASS.—Arguments by
some distribution executives that the product
shortage was due to the removal of
the "coercive" element from block-booking
and to theatre divorcement were attacked
here on Monday (15) by Abram F. Myers,
board chairman and general counsel of
Allied States Ass'n of Motion Picture
Exhibitors. Speaking at the annual con-
I; vention of Independent Exhibitors of New
England, Myers asserted that changed conditions
called for changed attitudes.
PUBLIC WANTS BIG FILMS
"The film companies say," Myers stated,
"that they have to restrict their output to
a comparatively few very costly pictures
because they cannot make any money by
turning out a lot of cheaper pictures, as
they once did. This retrenchment, they say,
is made necessary by the public's refusal
to support any but the super-colossals. Now
if the public will no longer accept the runof-mill
pictures (and I have heard a lot of
exhibitors make the same statement), I wish
someone would explain to me how the lot
of the exhibitor could be made happier by
a return to the practice of compulsory blockbooking,
when he had to take the bad with
the good and the distributor saw to it that
enough cheap foreigns and westerns were
included in the group to absorb the exhibitor's
cancellation privilege."
In regard to theatre divorcement, Myers
said that the claims of those who pretend
for the good old days are even "more ridiculous."
The Allied counsel said that the fact
so many film company and circuit executives
are vying with one another in predicting
the doom of all but the big showcase theatres
is a sufficient answer to their contentions.
He asked how the small exhibitors
felt when the head of the "largest national
circuit" told them bluntly that 5,000 or more
theatres were still due to close.
"Now," Myers said, "he was not talking
about his theatres; he was talking about
their theatres. And bringing it a little closer
to home, he was talking about your theatres.
He was talking about the independent subrun
theatres and those in the smaller cities
and towns."
MAY BUEY ANIMOSITY
Myers said he could see no possible benefit
that could flow to the independent exhibitor
from restoring the national circuits to the
ownership and control of the film companies.
On the contrary, he stated, as the circuits
get farther and farther away from the film
companies' "apron strings" and conflicts
growing out of the seller-buyer relationship
I
;
arise, the independent exhibitors and the
divorced circuits may come to realize that
I
,
they have more in common with each other
than either has with the film companies.
Ancient animosities may be buried in security
BOXOFFICE : : October 20, 1956
Allied-TESMA Miami
Tie-Up Is Still Open
NEW YORK—As of Thursday (18)
Allied States Ass'n's participation in a
convention and tradeshow with Theatre
Equipment and Supply Manufacturers
Ass'n in Miami next November still remained
a possibility. Although Allied
had not accepted TESMA's invitation to
join in a consecutive convention plan
with Theatre Owners of America, Ruben
Shor, Allied president, was here reportedly
for the purpose of studying all facets of
the project.
While it
has been said that there were
objections by some TOA leaders to Allied
joining up with TESMA before or after
the TOA convention, an Allied spokesman
said here this week that such objections
would not stand in the way.
pacts, he further explained.
"No single circuit, nor all of them together,"
Myers said, "is in a position to
absorb all the cost of the motion pictures
they exhibit; certainly not if they, or any
of them, underwrite the cost of those pictures.
The film rentals provided by the jolly
independents still is a factor, and may become
a more important one, in the motion picture
business, as time moves on."
Myers said that Theatre Owners of America
and Allied representatives were more than
dumbfounded when the Senate Small Business
Committee took the position that it
would be unfair to permit circuits to make
pictures so long as the film companies were
prohibited from owning theatres. He declared
that the SSBC position ignored the
"long history of wrongdoing" by the film
companies which led to the divorcement
decrees and overlooked the fact that the
circuits would get off to a fresh start under
adequate safeguards against the abuses
which got the film companies into trouble.
Myers said that if the film companies "had
been surrounded by such safeguards during
the teens, twenties and thirties, there never
would have been any decrees of divorcement."
Not only must there be a high degree of
cooperation between all classes of theatres
whenever they can stand on common ground,
Myers told the convention, but there must
also be improved relations and a higher degree
of cooperation between the several exhibitor
organizations. He said that Allied
and TOA for some time had maintained
an informal but effective liaison, due "largely
to the fine attitude displayed by Myron
Blank, the former president of TOA." Myers
added that there was reason to believe that
this liaison would lead to valuable cooperation
in matters concerning which the two
organizations saw eye to eye. Another association,
affiliated with neither organization,
also has indicated a desire to cooperate,
he said.
"This gradual drawing together of exhibitor
organizations is another of the changes
made necessary by changed conditions in
our business," Myers said. "Let us hope that
the prospects for unity among exhibitors
in the promotion of their common interests
are not wrecked by those impetuous persons
who would merge all exhibitors into a single
organization before they have even had time
to become acquainted."
Here was Myers' picture of the industry:
"The moving picture business today is
like a ship becalmed in the Sargasso Sea.
It barely moves, certainly not forward, and
the crew, filled with foreboding, lines the
rail and gazes vacantly into space. The men
on the bridge try to appease the television
sharks with generous helpings of the ship's
meager stores. They have no plans for rescuing
the ship and its cargo and crew from
the doldrums. Their only discernible plan
is to stay around until there is an opportunity
to desert the ship they now command and
transfer to another that is going places. The
thought is that the magic formula, fewer
pictures shown in fewer theatres, will sustain
them until they can find other outlets
for their talents. As for the crew, well.
Heaven help a sailor in times like these."
MAY NOT HAVE FORMULA
But, Myers added, suppose it turns out that
they have not found the magic formula. Suppose
their plan for shrinking the business
into a mere fraction of its former size does
not work, Myers said, pointing out that
there are many who believe that reducing
the number of pictures is all wrong. With this
wide divergence of view on the fundamentals
of the business among industry members
and observers, "isn't it amazing that there
should be objection in any reasonable quarter
to sitting down with other industry leaders to
consider what course holds the greatest
promise of preserving the most for each?"
he asked.
In conclusion, Myers said that whether or
not Allied again will resort to sending committees
to the general sales managers, "hat
in hand," to plead for better terms and more
lenient policies is not known.
"Having served on one such committee and
having heard the first hand reports of those
who served on others," Myers said, "I know
that this experience is about as satisfying as
sweeping autumn leaves against the wind.
After you have made the rounds, you find
that the condition is about the same as when
you started."
The decision will rest with the Allied board
which will meet in Dallas November 25, 26,
preceding Allied's annual convention.
DISCUSS CONCESSIONS
Open discussions on concession and insurance
problems highlighted the morning's
activities of the second and final day at
Toy Town Tavern.
Phil Lowe of Theatre Candy, Inc., and Nat
Buchman of Theatre Merchandising Corp.,
led the group discussing theatre concessions.
Citing ideas from the recent TOA convention,
Lowe discussed the successful Canadian
refreshment promotion of Jack Fitzgibbons
(Continued on page 15)
11

I
COMPLETE! 1 YOUR ADVERTISII
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IN FRONT OF
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There axe some things better
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WE CHALLENGE YOU TO STOP
TALKING ABOUT IT!
THEN RUN TEASER #2
A GROWN-UP
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for grovm-up emotions!
If you're sixteen, you're old
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If you're a parent with a guilty
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24 hours after you see it
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CINemaScoP^

BETWEEN THE LINES
By AL STEEN
Shotgun Wedding?
DEPORTS of a forthcoming marriage of
Theatre Owners of America and Allied
States Ass'n again are in circulation and
everybody seems to know about it except
Toll TV Again
^ Tpp executive of
a company which is
closely allied with the motion picture
industry returned from Hollywood this
week and revealed some data which could
be good or bad, depending on which side
of the subscription television fence you are.
He said that in talking with studio executives
he discovered a startling undercurrent
in favor of pay-as-you-see video.
In fact, they all seemed quite optimistic
over the prospects of toll TV being given
the green light by the powers that be.
When, and if, that time comes, the
studios know what they're going to do, he
said. They will make available all their
product released between 1949 and 1956, or
whenever the starting year might be. Then
they will concentrate on producing pictures
extensively for the new medium. It's been
said before many times, but one studio
topper again stated emphatically, "Why,
do you know that when toll TV gets rolling,
certain. Si Fabian of SW and Leonard
Goldenson of AB-PT weren't kidding when
they announced at the Theatre Owners of
America convention in New York last
month that they were setting their sights
on production.
While AB-PT apparently does not need
Uncle Sam's okay to make pictures, it is
understood that Goldenson still is seeking
full clarification from the Department of
Justice before going ahead full speed.
Pre-Selling of Films
Stressed by U-I
HOLLYWOOD—Pre-selling of individual
features, with particular attention to the
use of pre-tested material and media, and
with the goal of reaching the all-important
woman audience, was stressed as "vital for
today's selective movie market" by David
A. Lipton, vice-president, at Universal-International's
week-long conference of the company's
New York office, studio and regional
advertising-publicity executives.
Reports of national surveys were read and
discussed by Lipton and a number of examples
of actual experiences were reviewed which
highlighted the urgent need in the current
selective movie market for as much advance
knowledge and interest as can be created
before a picture reaches its opening playdates.
The need for such pre-selling is highlighted,
he said, by the fact that some local point-of-
the principals. In fact, they aren't even
engaged. To a certain extent the two parties
are going together, they like each
other's company up to a point, often have
lovers' quarrels and even have clandestine
meetings. But neither one has popped the
question. The chances are that there
would be parental objections.
The other day we asked Herman Levy,
TOA general counsel, if nuptials were in
the offing. "If anybody should know about we can get the negative cost of a picture
it. I certainly should, but I don't," was back in one night?"
sale campaigns
Herman's reply.
As our
now
executive
begin
friend
only
put it, the
a few days
studios,
in
advance because of
The same question was put to Allied in
increasingly
relation to subscription
high
television, are
newspaper
advertising rates
president Rube Shor. "I'd be among the going through a period
and other limiting
of "watchful waiting,
watchful hoping and watchful think-
factors.
first to know about it, but I don't," said
"There appears to
Shor.
be ample
ing."
evidence," Upton
stated, "that of those
Up in
people
Winchendon, Mass., last Sunday If what he says should
interested
materialize, the
in a given picture, the
we asked the same question of Abram following episode between Johnny and
number likely to attend
first run showings, is in direct
his
Myers, Allied general counsel. "Somebody mother
relationship
with the
could become a reality:
is planting those stories for a purpose," JOHNNY:
number of people
Mama, can
who actually
I go to the movies
know about the picture prior to
Myers said. He went along with Shor's tonight?
the appearance
of local advertising."
statement.
MOTHER: Yes, but don't stretch out on
Maybe somebody's trying to arrange a the divan. We're having company.
shotgun wedding. In any event. Allied JOHNNY: No, I want to go to the theatre.
Altec Activities
and TOA
Gain
are not the bitter enemies that
some industryites believe. The two associations
are in much closer liaison than But I guess you're an old fashion boy who NEW YORK—Newstand publications de-
MOTHER: The Theatre? How gruesome! Space in Magazines
what appears on the surface. Not so long likes those old fashion pictures.
voted to electronics are giving increasing attention
to the activities of Altec Companies,
ago, the leaders of both groups held a JOHNNY: But you say Daddy is an old
hush-hush meeting in New York for the fashion man.
Inc. The September issue of Audio, engineering
publication, described Altec Lansing
purpose of reaching a mutual understanding
on the arbitration issue. The under-
until they come out of his ears while audio equipment in use at WSB-TV, Atlanta.
MOTHER: He is. He drinks old fashions
standing was reached and, according to watching new fashion pictures on our slot Popular Electronics in November will describe
the Altec public address and back-
some reports, the agreement was to let arbitration
machine. But run along. We'll save some
die a natural death.
popcorn for you.
ground music system at Henry Snyder High
There was a time when distribution was
School, Jersey City, N. J. The same month
hardly on speaking terms with Allied, but
will see an article in Sound Merchandising
the relationship between TOA and distribution
was hotsy-totsy. It can't be said
St. Paul, Minn. High Fidelity Manual in De-
Circuit
on an Altec
Production
sound system in Union Station,
that the situation is reversed, but
pLANS
it certainly
appears to be true that distribution Broadcasting-Paramount Theatres to description of Altec Lansing high fidelity
by Stanley Warner and American cember will devote considerable space to a
and TOA no longer are hotsy-totsy. (The go into production may start bearing fruit products.
synonym of hotsy-totsy is hunky-dory). sooner than expected. A lot of things are going
on behind the scenes and an announce-
This was indicated by distribution's brushoff
to TOA's convention.
ment of the initial projects may be popping Quartet Assigned Roles
Elsewhere in this issue are TOA president
Ernest Stellings' remarks on the mer-
AB-PT has a deal set for three pictures In 'Story of Mankind'
any day. It is reported, unofficially, that
ger reports. He backs up what the others which could start rolling before the end HOLLYWOOD—Vincent Price, Sir Cedrlc
have said. But there are two lines of
of the year.
Hardwicke, Diana Lynn and Peter Lorre have
thinking on the subject. Some folks believe
that one big organization would be a Rosen are on the coast, presumably on Mankind," Irwin Allen's forthcoming Cam-
Meanwhile, SW's Nat Lapkin and Arthur been set for starring roles in "The Story of
fine thing for exhibition and the industry. business in connection with Cinerama but bridge production for Warner Bros.
Others take the position it
that two organizations
are just as essential as the existence deals in regard to making pictures. essay the role of the high judge. Miss Lynn
is reported that they, too, are talking Price will play the Etevil, Sir Hardwicke will
of two major political parties.
Whether they would be cooperative projects will portray Joan of Arc and Peter Lorre will
As things stand, perhaps it would be
with AB-PT, as reported last week, was enact the part of Nero.
best to just let matters rest.
not revealed. But one thing appears to be "The Story of Mankind" will be produced
and directed by Allen. Screenplay is by Allen
and Charles Bennett.
Acquires Novel Rights
HOLLYWOOD—Producer Herman Cohen
has purchased "Scorpion Reef," a novel by
Charles Williams, and slated It as his first
undertaking for 1957. Filming will take place
at the RKO Pathe studios, but no release
has been set.
14 BOXOFFICE :
: October 20, 1956

Myers
(Continued from page 11)
jr. of Theatre Confections, Ltd., Toronto,
and urged members to write Fitzgibbons lor
material.
A new unattended popcorn machine and a
new refreshment cart heated by electricity
and batteries, soon to be marketed, were
heralded by Lowe in his discussion of new
equipment. The importance of color as an
inducement to refreshment stand sales and
the proximity of vending machines to candy
stands were stressed by Lowe.
The group then discussed the problems of
drive-in theatre safety factors and the adantages
of separating children by age group,
e use of canvas seats on swings, and nonechanical
playground equipment.
Buchman and Lowe urged owners to push
eir most important items in the first
inute of trailers to get maximum impact.
e group ended its discussion with the
iroblem of suitable adult recreation at driveins,
dwelling on the value of miniature golf.
Jack G. Wallens, vice-president of A. Yarchin
and Co. spoke on insurance problems of
conventionals and drive-ins. Drive-ins have
expanded to the point of becoming restaurants
creating new liabilities, said Wallens.
Operators should insure excellent preparation
of food to avoid liability, and where possible
ask manufacturers for an extension of their
policy for protection against suit. Playgrounds
are still a major source of trouble.
Wallens recommended a physical break
separating children under 7 from those 7
to 12 for safety reasons.
Conventionals offer different hazards and
include problems of congestion and lighting.
He recommended widening seating space
for entrance and egress and a disaster plan
on paper in event of catastrophe. Public
liability rates will go up, said Wallens,
because claims are going up. The public is
becoming claim conscious. To lessen fire insurance
rates, Wallens recommends a complete
cleanup of rubbish and repair of theatre
plant. Wallens urged all operators to
request their agents to submit an analysis
of how a theatre is rated and what can be
done to cut the fire insurance rate. A reduction
of hazard would reduce the premium.
Wallens said that theatres, today, are less
hazardous because the poorer operators are
out of business, however, he urged that Allied
promote an understanding with underwriters
that operators are willing to spend money
to improve their property.
Nearly 100 exhibitors and supply company
representatives attended the convention.
William Gehring in Plea
For Industry Unity
WINCHENDON, MASS.—A plea for unity
and harmony within the industry was made
here on Tuesday (16) by William Gehring,
vice-president of 20th Century-Fox, at the
annual meeting of Independent Exhibitors
of New England at the Toy Town Tavern.
Gehring advocated an end to the wrangling
within the industry and suggested that a
single exhibitor organization might be an
answer to some of the problems.
He said that the companies were trying to
make as many good pictures as possible and
that they were striving to substitute quality
for quantity, stating that there was no room
lor mediocrity. Motion pictures still represent
superior entertainment and they are here to
stay, Gehring emphasized.
TOA for Single Group;
Denies Merger Rumors
NEW YORK—Theatre Owners of America
favors a single exhibitor organization but,
despite rumors, hasn't discussed a merger
with National Allied, hasn't been approached
by National Allied about a merger and, if a
merger did come about, would never let itself
go out of existence, Ernest G. Stellings, president,
said Tuesday (16) at his first tradepress
interview.
Stellings' denial of knowledge of any moves
toward a merger followed by a few days
National Allied statements to the same effect.
His statement that TOA would never
go out of existence was taken to mean that
it would be willing to absorb other exhibitor
organizations while retaining its identity.
Herman M. Levy, general counsel, interrupted
to say that perhaps discussions should
have to do with a consolidation rather than
a merger.
In favoring a single exhibitor organization,
Stellings said many benefits could accrue
to the "retailing" end of the industry. He
spoke of a consolidation of strength in dealings
with distribution and said that distribution
would find it simpler to deal with one
group.
NO APPROACH BY ALLIED
"I hope it will eventually develop," Stellings
said. "TOA won't initiate any such move but
is always glad to talk to anyone, anywhere,
on any subject having to do with the betterment
of the industry. There has been no
Allied approach as yet."
Stellings was asked about a related subject,
that of a campaign to increase its membership.
Such a campaign, if successful,
would cut in on Allied membership, it was
suggested.
Stellings pointed out that there are exhibitors
who are members both of TOA and
Allied. He said the drive will start later
when an attractive program has been drawn
up, and that its success would hinge on the
appeal of the program. There would be no
attempt to "raid" Allied membership, he
said.
Progress toward an understanding with distribution
on trade practices is the most important
undertaking of TOA, Stellings said,
and he is taking plenty of time selecting
members of a committee to meet with distribution.
He believed that the committee
Not Involved in TV Show,
Columbia Explains
NEW YORK—Columbia wants It generally
known that it is not involved in
the live television version of "Born Yesterday"
which the National Broadcasting
Co. will present on its network October 28.
Columbia said that while it once held
an option on TV rights to the property,
the option expired in 1954 and all TV
rights reverted to the author, Garson
Kanln.
The statement was issued in reply to
a number of queries from exhibitors.
might be complete within two weeks, and
that a committee on arbitration might be set
then, too. The committee on foreign films
will become active "within a few weeks." He
will aimounce the membership of a dozen
standing committees within a few days.
TOA plans to "encourage" its members to
play independent product, but the encouragement
won't take the form of financing, Stellings
said. He has already talked to two
independent producers. It is possible to revive
the Exhibitors Film Financial Group,
he said, but he did not think it is needed
now that financing can be obtained elsewhere.
STILL SEEK EXECUTIVE DIRECTOR
Several executives have been interviewed
and found qualified for the post of executive
director. Levy said, but he was not sure
that the best man had been found yet, so
talks are going on with management consultant
firms. Another meeting was held
after the interview with one such firm. Applicants
for the position come from outside
as well as within the industry.
Stellings issued the following statement:
"We of TOA are very pleased to learn that
Leonard H. Goldenson and Elmer C. Rhoden
have accepted their appointments as cochairmen
of the 1956 Audience Awards campaign.
Exhibition is gratified that these important
leading exhibitors are prepared to
take time off from their very busy schedules
to head this important industry program. All
theatre owners are urged to cooperate with
COMPO and take the fullest advantage of
this excellent business-building program."
It was also stated that the annual TOA
mid-winter combined meeting of the board
and executive committee will be held at the
Blackstone Hotel in Chicago, March 3-5.
MPAA Unit Completes
Revisions in Code
NEW YORK—A revised draft of the production
code has been completed
by a subcommittee
of the Motion Picture Ass'n of
America and copies have been provided top
major company executives. It was reported
that among the revisions was the dropping
of the ban on films with narcotic themes.
An MPAA spokesman belittled the report,
pointing out that the plan as now revised
was only a tentative one subject to further
changes by company executives. He said it
was premature to talk about it.
The subcommittee spent long hours on the
revisions. It consisted on Kenneth Clark,
representing Eric Johnston, MPAA president,
chairman; J. Raymond Bell for Abe Schneider
of Columbia; Robert J. Rubin for Barney
Balaban of Paramount and Paul Quiim for
Daniel T. O'Shea of RKO. Geoffrey Shurlock,
code administrator, participated.
The next move will be for Johnston,
Schneider, Balaban and O'Shea to meet and
discuss the revisions. Johnston is now abroad.
The draft then will go before the full MPAA
board for final acceptance or rejection.
BOXOFFICE October 20, 1956
15

RKO BRINGS YOU THE BIG LAUGH SHOW FQ
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WCFLIPPEN
Distributed by
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RADIO
Screen Play by and Produced by
Directed by
HARRY TUGEND • NORMAN Z. McLEOD
LLYN JOSLYN f TBClHisJidoEoii:
ANOTHER PROFIT SHOW FROM THE HJEVi RKO...

Shirley MacLaine, David Niven and Cantinflas survey the chart of the vrorld
in "Around the World in 80 Days," in Todd-AO.
FEATURE REVIEW
'Around the World in 80 Days'
United Artists
By PRANK LEYENDECKER
•PHE Todd-AO process is ideally suited to
this magnificently photographed fantasyspectacle
based on the memorable Jules
Verne classic—a great film adventure and
a star-studded peep-show in which the audience
is treated to fleeting glimpses of no
less than 40 international stars of the stage,
screen and concert world. While the visual
aspects and the many delightful comedy
touches are outstanding, much of the enjoyment
will come from spotting such stars as
Prank Sinatra, Marlene Dietrich, George Raft
and Red Skelton in their minute appearances.
The star values alone should make it
a top grosser, especially in its key city runs.
The spectator practically makes a tour of
the far-flung countries of the world on the
large Todd-AO curved screen, which gives
indescribably beautiful vistas as seen from a
balloon flying over Paris, the French countryside
and into Spain, from a boat sailing from
Spain to India, through the Indian jungle
atop an elephant, from a junk in Yokohama,
across the Wild Western plains of the U. S.
by train and from various other methods of
transportation. Many of these shots of the
sea, sky and landscapes will induce some
patrons to applaud. Occasionally, one gets a
sense of participation, as during a sailbedecked
baggage car ride across the prairies.
The thrill highlights include a train ride
across a shaky railroad bridge in the Rockies,
just before the structure collapses into the
river abyss, and an attack by Indians, who
ride alongside the wildly-careening train In
the west.
While the story follows Jules Verne's
fantastic tale of adventure and travel in 1872,
the S. J. Perelman screenplay plays it for
laughs instead of straight and Michael
Anderson has directed with a light and airy
touch which gets the utmost in humor out of
the gay feats of derring-do. Victor Young's
music is excellent with a title song, with
lyrics by Harold Adamson, showing hit
possibilities.
But, first and foremost, "Around the World
in 80 Days" is a treat for those movie-goers
who delight in seeing famous stars and
world-renowned personalities. There are only
four principal roles, splendidly acted by David
Niven, handsome, imperturbable and
thorough-British as Phileas Fogg, who makes
the wager to go around the world in the
incredibly fast time (in 1872) of 80 days; by
the late Robert Newton, who did his finest
screen work as the pursuing Scotland Yard
detective, Mr. Fix; by Shirley MacLaine, who
is charming as the Indian princess, Aouda,
rescued by Fogg, and, most especially by the
noted Mexican comic, Cantinflas, who has
Michael Todd presents
"AROUND THE WORLD IN 80 DAYS"
in Todd-AO
United Artists release
Running time: 170 minutes
180 minutes with 10-minute intermissions.
CREDITS
Directed by Michael Anderson. Associate
producer, William Cameron Menzies. Screenplay
by S. J. Perelman, based on the Jules Verne
novel. Music by Victor Young. Costumes by
Miles White. Choreography by Paul Godkin. Art
direction by James Sullivan and Ken Adams in
London. Director of photography, Lionel Lindon.
Foreign location director, Kevin McClory.
Todd-AO process. Eastman Color. Print by
Technicolor.
THE CAST
Phileas Fogg David Niven
Passepartout
Cantinflas
Mr. Fix Robert Newton
Aouda Shirley MacLaine
and 40 Cameo ployers {bit parts), in alphabetical
order . . . Charles Boyer, Joe E. Brown, Mortine
Carol, John Corradine, Charles Coburn, Ronald
Colmon, Melville Cooper, Noel Coward, Finlay
Currie, Reginald Denny, Andy Devine, Morlene
Dietrich, Luis Miguel Dominguin, Fernandel, Sir
John Gielgud, Hermione Gingold, Jose Greco, Sir
Cedric Hordwicke, Trevor Howard, Glynis Johns,
Buster Keaton, Evelyn Keyes, Beatrice Lillie, Peter
Lorre, Edmund Lowe, Victor McLaglen, Col. Tim
McCoy, A. E. Matthews, Mike Mozurki, John
Mills, Alan Mowbray, Robert Morley, Jack Ookie,
George Roft, Gilbert Rolond, Cesar Romero, Frank
Sinatra, Red Skelton, Ronald Squires and Basil
Sydney. Also: Keye Luke, Walter Fitzgerald,
Harcourt Williams, Dick Wessel, Philip Van
Zondt, Richard Wattis, Philip Ahn, Galli Galli
and Scots Guards. Edward R. Murrow narrates
the prolog.
a Chaplin-esque gift for pantomime and a
.superb gift of comedy timing as Passepartout,
Fogg's antic servant and traveling companion.
A lew of the 40 others, including the
British character players, Robert Morley,
Finlay Currie, Trevor Howard, Basil Sydney
and Ronald Squires, all of them familiar faces
to devotees of British films, make several
appearances as Fogg's whist partners who bet
against him on the world trip. And Sir
Cedric Hardwicke takes part in one long
.sequence—the rescue of the Indian princess.
However, Charles Boyer has only a bit as a
Thomas Cook's agency manager, Joe E.
Brown is a stationmaster at Fort Kearney,
Ronald Colman is a railroad official, Noel
Coward an employment agency manager,
Peter Lorre a Japanese stewai'd, Gilbert
Roland, a Tangiers potentate with Cesar
Romero as his henchman and Red Skelton,
a drunk in a Barbary Coast saloon, all of
these well done. The old-timers will best
appreciate the brief appearances of the now
rotund Jack Oakie, as a sea captain. Buster
Keaton, as a train conductor, George Raft,
as a saloon bouncer, the reuniting of Victor
McLaglen and Edmund Lowe, as a ship's
engineer and helmsman, and Col. Tim McCoy
(who else) as a U. S. Cavalry leader. Marlene
Dietrich and Frank Sinatra may get applause
for their tiny roles in the Barbary Coast
sequence and better-class patrons will best
enjoy the quick turns of Beatrice Lillie, Sir
John Gielgud, Hermione Gingold, Glynis
Johns, John Mills and A. E. Matthews from
England and Fernandel and Martine Carol
from France. Jose Greco is a "show-stopper"
with his heel-stamping Spanish dance and
Luis Dominguin does remarkable cape work
in the bullfight sequence. Edward R. Murrow
narrates the prolog most effectively.
Research Council Names
Frank Freeman Chairman
HOLLYWOOD—The annual meeting of
the Motion Picture Research Council elected
Y. Frank Freeman, chairman of the board;
William Mueller, vice-chairman, and William
Kelley, secretary and treasurer. Directors
named: Les Sansom, Allied Artists;
Gerald Rackett, Columbia; Ub Iwerks, Walt
Disney; Douglas Shearer, Metro-Goldwyn-
Mayer; Farcio Edouart, Paramount; Dan
Bloomberg, Republic; John Aalberg, RKO;
Sol Halprin, 20th-Fox; Alexander Golitzen,
U-I; William Mueller, Warner Bros. Additional
board members are Freeman and Morris
Weiner, representing producing companies,
and George Santoro, representing production
managers.
Plaques Given Meggers
By Screen Directors
HOLLYWOOD—Following a screening of
D. W. Griffith's "Intolerance" Thursday (18)
night at the Screen Directors Guild, the
group presented plaques to meggers whose
pictures have thus far this year been nominated
for directorial achievement awards.
Nominees included Alfred Hitchcock, "Tlie
Trouble With Harry" and "The Man Who
Knew Too Much"; Nunnally Johnson, "The
Man in the Gray Flannel Suit";
Heiu-y King,
"Carousel"; John Ford, "The Searchers"; Roy
Rowland, "Meet Me in Las Vegas"; Carol
Reed, "Trapeze"; George Sidney, "The Eddy
Duchln Story"; Walter Lang, "The King and
I," and Robert Rossen, "Alexander the Great."
18 BOXOFFICE : : October 20, 1956

I
agers
Allied Artists Gross
Is Up But Net Down
HOLLYWOOD—Although Allied Artists'
gross revenue for the year ending June 30,
1956, was a whopping $4,307,000—or 34 per
cent—above that realized by the company
during the preceding year, net revenue was
$262,619 below the net for the 12 months
ending June 30, 1955. There were several
reasons for this situation, explained Steve
Broidy, AA president, in his annual report
to stockholders. One substantial item entering
into the year's operation lay in the fact
that in 1955 AA realized $461,557 received from
sales to television.
Broidy reported that gross income for the
latter fiscal year amounted to $16,977,000,
compared with $12,670,000 in 1955. "Our domestic
and Canadian film rental income in
1956 increased to $13,854,000 from $9,441,000
In 1955," he revealed, "and foreign film
rentals increased to $2,946,000 from $2,601,000.
Net income before Federal income taxes was
$801,875 in 1956, as compared with $1,064,494
in 1955.
Included in 1955 income was an item
of $461,557 received from the sale of fully
amortized pictures whereas no such extraordinary
income was received in 1956. If this
Item of $461,557 were excluded, the 1955 net
income before federal income taxes would
have been $602,937 compared with the 1956
figure of $801,875 indicating a substantial increase
from normal operations in 1956.
Federal income taxes were $430,000 in 1956
and $466,000 in 1955, leaving net income of
$371,875 in 1956 and $598,494 in 1955.
"As of June 30, 1956, our current and working
assets exceeded current liabilities by
$5,432,000. Inventories reached a record level
of $9,219,000, compared with $5,282,000 on
July 2, 1955. This increase in inventory was
due mainly to our enlarged program of major
pictures. At this time we have the largest
backlog of completed and unreleased pictures
in our history. To finance this large inventory,
our bank loans were increased to
$3,609,000 at June 30, 1956 from $1,700,000 on
July 2, 1955."
Allied Artists Progress
Drive Winners Are Named
NEW YORK—Winners in the March of
Progress drive of Allied Artists have been announced
by Morey R. Goldstein, vice-president
and general sales manager. San Francisco,
Indianapolis and Portland led in their
divisions. Runners-up were Chicago, Denver
and Salt Lake City.
Nat Nathanson, midwest head, was the
winning division manager and received $1,500.
Branch managers James Meyers, San Francisco,
and Edward Spiers, Indianapolis, each
received $1,000, and Richard Carlson and
Gordon Wallinger, Portland, divided the same
amount. In those branches the salesmen and
bookers each received two extra weeks' salary.
Runner-up branch managers Vic Bernstein,
Chicago; Jack Felix, Denver, and Don Tibbs,
Salt Lake City, each received $500 and salesmen
and bookers one extra week's salary.
Third place prizes of $250 went to branch
managers Nat Furst, New York; Maurice
Schweitzer, St. Louis, and Sol Francis,
Omaha.
Special merit awards of $500 went to man-
Nat Levin, Detroit; Jimmy Hobbs,
Atlanta, and Frank Thomas, Kansas City.
Goldenson and Rhoden
Head Audience Awards
E. C. Rhoden Leonard Goldenson
Small Drop Is Seen
In Viewing of TV
NEW YORK—The annual report of Cunningham
& Walsh, advertising agency, on
television set usage and sales in New Brunswick,
N. J., a selected area, has shown a
slight decrease in viewing and an increase in
gregarious social activities. It has found that
as TV families become more mature, the
tendency of the individual is to be more
selective.
Gerald Tasker, vice-president and research
director, summed it by saying that TV viewing
established itself on a high plateau in
1956. After reaching a peak in 1955, it settled
down to the 1954 level, with the average
person spending a little more than 11 hours
viewing programs during weekday evenings.
He saw the present level continuing until
there is some major change in programming.
Visiting and entertaining rose from ten per
cent in 1955 to 12 per cent in 1956, and attendance
at outside social affairs and sports
events also increased.
Weekday motion picture attendance in the
area, known as Videotown 9, fell back to the
level of early TV years, according to the
report. That reversed the upward movement
of the past two years.
"This may have been a loss confined to the
spring of the year," the report said, "since
other sources verify the loss for three months
but indicate a recovery for later months."
The report theorizes that, as in the case
of TV, moviegoing is on a plateau and for
a time will show slight ups and downs from
year to year. It also dealt with the TV effect
on magazine and newspaper reading and
radio listening. It reported a considerable
difference of opinion on color TV.
H. B. Leonard to Produce
'Rin-Tin-Tin and Me'
HOLLYWOOD—Herbert B. Leonard, who
produces the "Rin-Tin-Tin" series for television,
is preparing a theatrical motion picture,
"Rin-Tin-Tln and Me," based on the
life story of Lee Duncan, trainer of the
canine star. The story will go back to World
War I when Duncan, a member of the
LaFayette Escadrille, was shot down behind
enemy lines and found the first German police
dog to become the original Bin-Tin-Tin.
NEW YORK—Co-chairmen of the industry's
second annual Audience Awards
campaign will be Leonard Goldenson, president
of American Broadcasting-Paramount
Theatres, and Elmer Rhoden, president of
National Theatres. Rhoden served as chairman
of last year's Audience Awards drive,
in which 6,500 theatres participated and more
than 16,000,000 votes were cast by the public.
Samuel Pinanski and Robert Coyne of
the governing committee of the Council of
Motion Picture Organizations, said that they
expected nearly 10,000 theatres will take part
in this year's election, which will be held
during the 10 days from Christmas Day to
January 3. More than double last year's vote
is forecast for this campaign.
SOME CHANGES IN PROCEDURE
Some changes in this year's procedure have
been made. The public-voting dates were
changed from November 17-27 so that all
pictures released during the year ended September
30 will have had a chance to be
played by participating theatres.
Another change is that this year all distributors
have been asked to put into contention
only those pictures, performances and
new personalities which they look upon as
having a good chance to win. These pictures
and personalities will be submitted to the
country's theatre operators on one nominating
ballot.
Last year all the pictures released
during the year were put into contention
and were submitted to exhibitors for their
nominations on three nominating ballots.
It was said that this caused some confusion.
This year, the ballot submitted to the public
will list 10 nominations made by exhibitors
in each of five categories. They are: Best
picture of the year, best performance by an
actress, best performance by an actor, most
promising new male personality, most promising
new female personality. Last year's ballot
listed 20 nominations in each category.
Distribution has named 65 pictures for the
ballot. It will also list performances by 56
actors and 50 actresses and name 28 actors
and 28 actresses as the most promising new
personalities.
NUMBER BY COMPANIES
Allied Artists has entered five pictures,
Columbia, six; MGM, 12; Paramount, 11;
RKO, three; Republic, three; Trans-Lux,
two; 20th Century-Pox, four; United Artists,
three; Universal-International, ten, and Warner
Bros., six.
Details of this year's Audience Awards campaign
were worked out at a meeting in New
York last week by the planning committee.
Attending were Ralph Russell, Canton, Ohio;
Senn l.awler, Kansas City; Paul Lyday, Denver;
Paul Levi, Boston; Harry Mandel, RKO
Theatres and chairman of the COMPO
press relations committee; Robert W. Coyne,
COMPO governing committee, and Charles E.
McCarthy, COMPO information director.
The presentation of trophies will be made
next year on or about January 22, but the
nature of the function at which the presentation
will be made has not yet been
determined.
BOXOFFICE October 20, 1956 19

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BOXOFFICE PiaURES FOR 20 YEARS
coatiHued to detum-i
STRANGER AT MV DOOR
ZANZABUKU
THE MAVERICK QUEEN
DAKOTA INCIDENT
THUNDER OVER ARIZONA
A STRANGE ADVENTURE
LISBON
^mmmk, wm.
ROBERT HUTTON • PAUL RICHARDS • PATRICIA WRIGHT
1m piA\ii IS A\s^i^ji&
DANE CLARK • WILLIAM TALMAN • MAY WYNN
JOHN MILLS • JOHN GRESSON • DONALD SINDEN
TRUCOLOR by Consolidated Film Industries
RALPH MEEKER • JANICE RULE • PAUL HENREID
TiARS P@K sei^j@ii
TRUCOLOR by Consolidated Film Industries
DAVID FARRAR • DAVID KNIGHT • JULIA ARNALL
A\@@iiJiiP @P liuj^PiR
TRUCOLOR by Consolidated Film Industries
NATURAMA
DAVID BRIAN • VERA RALSTON • SIDNEY BLACKMER

MGM Lists 38 Features
Charted for Production
HOLLYWOOD—Maybe it was the hectic
conjecture as to the studio's future generalship
that followed upon the heels of news that
Arthur Loew had resigned the presidency of
Loew's, Inc. Or, it could have been the widespread
reporting of the local debut of the first
of Metro-Goldwyn-Mayer's backlog pictures
that were sold down the river to television.
Regardless of the cause, Metro studio issued
an impressive recapitulation of its blueprinted
filmmaking activities for the next
many months. In the form of an announcement
by Dore Schary, vice-president in
charge of production, the symposium stressed
that recent acquisition of additional story
properties brings to 24 the total of major
motion pictures being prepared for studio
program of production during 1956-57 and
into 1958.
14 FROM INDEPENDENTS
These 24 ventures are in addition to the 15
pictures currently in first run release or in
final stages of production and do not include
14 pictures being made for Metro release by
independent producers, including three by
Sol C. Siegel.
According to the announcement, two
recently scheduled productions indicate the
wide scope and scale of future planning. They
are Feodor Dostoevski's classic, "The Brothers
Karamazov," to be produced by Pandro S.
Herman, and "Stay Away Joe," a comedy with
music which will be the first motion picture
produced by Cy Feuer and Ernest H. Martin.
Six features are currently before the
cameras. Pour will be completed this month:
"Raintree County," "The Wings of Eagles,"
"Something of Value" and "Harvest Thunder."
Two will be completed in November. They
are: "Designing Woman" and "Ten Thousand
Bedrooms."
During the next sixty days, three more will
go before the cameras. They are : "This Could
Be the Night," "Gun Glory" and "The
Painted Veil."
OTHERS ON THE SLATE
The over-all production schedule also includes:
"Don't Go Near the Water," "Tip
on a Dead Jockey," "Until They Sail," "The
Flood," "The Reluctant Debutante," "The
Year of Love," "Raquel," "The House of
Numbers," "Cat on a Hot Tin Roof," "The
Company of Cowards," "The Mystery of Misty
Creek," "52 Miles to Terror," "Moment of
Truth," "Sheep Man," "Chain of Command,"
"My Most Intimate Friend," "The Wreck of
the Mary Deare" and "Spectacular."
All of these are in addition to the gigantic
"Ben Hur," to be produced by Sam Zimbalist
and written by Karl Tunberg.
There are 15 films currently In first
run release or being edited for early presentation.
These Include: "Tea and Sympathy,"
"The Opposite Sex," "Lust for Life," "The
Teahouse of the August Moon" and "The
Power and the Prize."
Now being edited for early addition to the
company's release schedule are a group of
pictures which Include: "Slander," "The Barretts
of Wimpole Street," "Hot Summer
Night" and "The Great American Pastime."
Independent productions include Sol C.
Siegel's three new offerings: "Les Girls,"
"Merry Andrew" and "Man on Fire," Arthur
Freed's "Silk Stockings" and "Gigi." An independent
feature recently released by MGM
was "Julie."
Other independent output includes: "The
Little Hut," "The Living Idol," "The Happy
Road," "The Iron Petticoat," "Edge of the
City," "Lizzie," "King Kelly" and "Action
of the Tiger."
J. J. O'Leary Retiring
From Comerford Circuit
SCRANTON, PA.—J. J. O'Leary, vice-president
and director of the corporation which
operates the Comerford
theatre interests,
has retired after 30
years with the organization.
Frank C. Walker,
chief executive of
Comerford, said that
O'Leary would continue
with the company
as a consultant.
O'Leary, who joined
the Comerford organization
in 1927 after
J. J. O'Leary holding executive posts
with the Anaconda Copper Co., served as an
officer of several associations and committees
within the industry. He is a member of the
Picture Pioneers.
'Timbuktu' to Be First
In Wayne-UA Deal
HOLLYWOOD—On behalf of his Batjac
Productions, John Wayne signed a four-picture
releasing contract with United Artists.
Under the new pact, the first film to roll will
be "The Legend of Timbuktu," which is slated
to start early in 1957, with exteriors to be
shot in Tripoli and interiors to be lensed in
Rome. Starring John Wayne and Sophia
Loren, it will be produced and directed by
Henry Hathaway, who wrote the original
story, from which Ben Hecht adapted the
screenplay.
Funeral Rites Are Held
For Frank Burke, Editor
NEW YORK—Funeral services were held
Thursday (18) in Pleasantville, N. Y., for
Prank Burke, 61, editor of Radio-Television
Daily, who died three days before of a heart
ailment at the Hospital for Joint Diseases.
There was a requiem mass at Holy Innocents
Church and interment in All Souls Cemetery.
'Silent World' Wins
MANILA—"The Silent World," Columbia
underwater adventure film, has received first
prize in the documentary division of the first
Manila International Film Festival. It
previously won the grand prize at the Cannes
Film Festival.
Harry C Arthur Stresses
Tax Action Nonpartisan
LOS ANGELES — Presumably because
certain segments of the exhibitor branch
of the industry have shown tendencies
to accord political connotations to recent
legislation easing theatre admission taxes,
Harry C. Arthur, president of the Southern
California Theatre Owners Ass'n. has
issued a bulletin .stressing the nonpartisan
aspects of the action. Arthur
emphasized that "in the passage of this
legislation and its approval by the President,
there was recognition by both
parties of the great need of the motion
picture theatre industry for relief from
this burdensome tax."
He recalled that "Cecil King, a Democratic
congressman from the Southern
California area, had worked indefatigably
for the passage of this legislation
through the House."
Arthur concluded that "the motion picture
theatre industry has much to be
thankful for to a Congress that acted
without reference to political affiliation
and to a President who quickly recognized
a great need."
RKO Teleradio Pictures
Elects W. B. Campbell
NEW YORK—Wendell B. Campbell, radio
network and station executive, was elected
vice-president for national sales of RKO
Teleradio Pictures at a board meeting October
12, according to Thomas F. O'Neil, president
and board chairman.
The company operates the entertainment
properties of General Tire and Rubber Co.
Campbell will supervise national sales for
General Teleradio's owned and operated
stations and for the Mutual Broadcasting
System, its radio network. He was previously
national sales manager for General Teleradio.
The election of Campbell is another step in
a plan toward a closer affiliation of the related
activities of the various entertainment
adjuncts of RKO Teleradio Pictures, O'Neil
said. The company also owns RKO Radio
Pictures and said a week ago its field offices
will be used by the network as liaison contacts
for sales and station relations activities.
Before joining General Teleradio in August,
Campbell was vice-president in chaa-ge of
radio spot sales for the Columbia Broadcasting
System. He has had 18 years' experience
in both station and network radio operations.
Plan Novelty Treatment
For Dinner of Pioneers
NEW YORK—The 18th annual dinner of
the Motion Picture Pioneers will get a novelty
treatment that will make it different from
any of its predecessors, according to the
plans of Sol A. Schwartz, general dinner
chairman. He said Tuesday (16) that several
Innovations will feature the tribute to Robert
J. O'Donnell, "Pioneer of the Year."
One has to do with collecting photographs
of the pioneers taken about 25 years ago and
giving them an important place in the
decorative scheme at the Waldorf-Astoria
Hotel November 30.
"Already a goodly number of pioneers have
sent In their photos," Schwartz said.
22 BOXOFFICE October 20, 1956

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ItertKeith Grant WilHamS Directed by DOUGLAS SIRK Screenplay by GEORGE ZUCKERMAN Produced by ALBERT ZUGSMIT]

Marlon Brando, Machiko Kyo and Glenn Ford in MGM's "Teahouse of the
August Moon," in CinemaScope and Metrocolor, based on the Broadway stage success.
FEATURE REVIEW
'The Teahouse of the August Moon'
Metro-Goldwyn-Mayer
By PRANK LEYENDECKER
B S WAS the play, which enchanted Broadway
audiences for three seasons and
toured the country for two more years, this
picturization of one of the greatest stage
successes of the last decade is one part gentle
humor, one part uproarious slapstick and two
parts rare enchantment—adding up to fine
entertainment for any type of audience.
The fame of the stage play has long since
penetrated to even the smaller towns of the
U. S. A. and, with Marlon Brando making
his first appearance since "Guys and Dolls"
and again in an "off-beat" role for him, and
Glenn Ford for strong marquee draw, this
is certain to be a terrific boxoffice attraction
for holiday time—or for any season of the
year.
The Radio City Music Hall has selected
"Teahouse" for its annual Christmas picture
and the play's philosophy of American
democracy extended to the Orientals, with
their Old World faith and love of beauty, is
ideal holiday fare. John Patrick wrote the
screenplay from his own play, which was based
on a book by Vern J. Schneider and produced
on Broadway by Maurice Evans. Again the
story is introduced by Sakini, an enchanting
Okinawan rogue who acts as interpreter and
general handyman for an Army Occupation
Team in Toblki, and his talk to the audience
starts the entire proceedings off on a delightful,
friendly foot. From this point. Director
Daniel Mann lets the laughs fall fast and
often yet he occasionally manages to inject
a serious note, as during the poignant parting
between the Japanese geisha girl and the
American captain. The sudden restoration
of the villagers' beloved teahouse to its original
beauty will bring joy and, perhaps, a
lump to the throat of movie patrons, as it
did to stage audiences.
MGM sent a troupe of actors to Japan to
film exteriors and many of these shots of
sea and sky are indescribably beautiful. Producer
Jack Cummings has given the picture
the finest in costumes and set decorations and
the Okinawan songs composed or arranged
have the engaging, tinkly quality expected
of Oriental music. The CinemaScope and
Metrocolor are both of high quality.
The cast is studded with outstanding portrayals,
particularly from Glenn Ford, whose
worried, well-meaning Captain Frisby, who
is put in charge of Tobiki, a tiny village, with
instructions "to teach these natives how to
act human," is a fine, natural and completely
likable acting job; from Eddie Albert, as
the Army psychiatrist who falls under the
Oriental spell and relaxes in contentment,
and by Paul Ford, who recreates his original
stage role of the blustering, slightly muddleheaded
Colonel Purdy, a sure-fire comedy
Metro-Goldwyn-Mayer
presents
"THE TEAHOUSE OF THE AUGUST MOON"
In CinemaScope and Metrocolor
Bosed on the Broadway stage success
by John Patrick
Running time: 123 minutes
CREDITS:
Directed by Daniel Mann. Produced by Jack
Cummings. Screenplay by John Patrick. Based
on the book by Vern J. Schneider and the play
by John Patrick. Presented on the stage by
Maurice Evans. Musical supervision by Soul
Chaptin. Okinawan songs composed or arranged
by Kikuko Kanai. Choreography by Masaya
Fujimo. Westrex Recording System and Perspecta
Sound. Director of photography, John Alton. Art
directors, William A. Horning and Eddie Imazu.
Set decorotions, Edwin B. Willis and Hugh Hunt.
Assistant directors, William Shanks and Al Jennings.
Film Editor, Harold F. Kress. Recording
supervisor. Dr. Wesley C. Miller. Speciol effects,
Warren Newcombe. Makeup created by William
Tuttle.
THE CAST
Sakini Marlon Brondo
Captain Fisby
Glenn Ford
Lotus Blossom
Machiko Kyo
Coptain McLean Eddie Albert
Col. Purdy Paul Ford
Mr. Seiko Jun NegamI
Miss Higo Jiga Nijiko Kiyokawo
Sgt. Gregovich Henry Morgan
Little Japanese girl Mitsuko Sawomura
ond Minoru NIshida, Fronk Tokunago, Kichizaemon
Sorumaru ond Raynum Tsukomoto.
part and one which may win him an Academy
Award nomination for best supporting role
in 1956.
To insure Oriental beauty and realism,
MGM imported Machiko Kyo, leading Japanese
film star who is known to Americans
through her work in "Rashomon," "Gate of
Hell" and the current "Yang Kwei Fei," who
imparts grace and charm to the role of Lotus
Blossom, the geisha girl who is presented to
Capt. Fisby as a gift from the Okinawan
community. While Brando does a good acting
job as the ragged, cheerful and conniving
Sakini, his performance cannot match the
other players or compare to his predecessors
on the stage, David Wayne, Burgess Meredith
or Eli Wallach, who played the role on
Broadway, or Larry Parks, who headed the
national company. But his name is a guarantee
of big boxoffice. Minor roles are in
the expert hands of Nijiko Kiyokawa, who
gets many laughs as the excitable Miss Higa
Jiga, and Jun Negami, as a venerable Oriental,
as well as many others.
Sakini (Marlon Brando), an Okinawan interpreter
and general handyman for Paul
Ford, colonel for the Army of Occupation, is
a thorn in the latter's side. AVhen Glenn
Ford is sent by the colonel to Tobiki, a tiny
village which he feels needs the American
lesson of democracy, Brando is sent along.
Ford tries hard to organize the lackadaisical
villagers but nothing works until he accidentally
learns that they can make brandy
from potatoes and it can be sold to the Army.
With the lumber and funds given them, the
villagers erect a teahouse, instead of a
Pentagon-shaped schoolhouse. When the
colonel learns this, he orders the teahouse
torn down, but it is restored when a congressional
committee arrives to investigate this
example of American "get-up-and-go" in the
recovery program.
Buena Vista to Handle
French Language Film
NEW YORK—"If All the Guys in the
World . . .
," a French picture directed by
Christian-Jaque, has been acquired by Buena
Vista for distribution in the U. S. this fall.
The picture is the second foreign picture to
be handled by Buena Vista, the Japanese
"Yang Kwei Fei" having been distributed
in September.
"If All the Guys in the World . .
." was
filmed in authentic locales in Paris, the
American and Soviet sectors of Berlin, the
North Sea off the coast of Norway and Togoland
in Africa.
Encyclopedia Gets Sound
Data Supplied by Altec
NEW YORK—Altec Service Co. will be well
represented in a coming revised section of
the Encyclopedia Britannica dealing with
the new sound techniques of the motion picture
industry. Considerable material has been
supplied by C. E. Perkins, New York headquarters
operating manager, and D. L.
Demarest, a member of the engineering staff.
Edit Schweitzer Film
NEW YORK—"Albert Schweitzer," film
biography of the Nobel Peace Prize winner,
is now in the final editing stage and will open
here in January, according to Jerome Hill,
producer and editor. It was shot in Eastman
Color In Africa and France by Erica Anderson.
24 BOXOFFICE :
: October 20, 1956

Alfred Starr Dies;
I^^^^^^^^^^^^H
Former TOA Head
NASHVILLE, TENN.—Alfred Starr, chairman
of the executive committee of the Theatre
Owners of America
and a past president
of the organization,
died Monday (15)
morning in his office
at the Bijou Amusement
Co. here.
Starr, 58 years old,
was born in Nashville
on July 14, 1898. He
attended Vanderbilt
University and Harm^^H^^^BB
vard College and did
,,, J „. graduate work at the
Alfred Starr „
. .^ . t^-.
University of Dijon,
France, in 1923.
Prior to entering the motion picture industry,
he was a magazine editor, a life insurance
actuary and a college professor of
mathematics. He had great interest in
higher mathematics, college, and in art research.
He intended to follow an art career
when his father died and he stepped
in to take over the family theatre interests.
Starr was managing partner of Bijou
Amusement at the time of his death.
Long a fighter for the industry, Starr was
elected president of TOA in 1952 and was
named chairman of the board in November
1953. He became chairman of the TOA
executive committee in 1955. As co-chairman
of the Joint Committee on Toll-TV, with
Trueman Rembusch, Starr led the industry
fight against pay-as-you-see TV.
Starr also was active in local community
affairs. He was founder of the Nashville
Symphony Orchestra and past president of
the Nashville Community Chest. He was
treasurer and trustee of the Nashville Children's
Museum and an incorporator of the
Nashville Educational Television Foundation.
Survivors include his wife, two sons, two
daughters, four brothers and two sisters.
TOA Tells of Regret
At Starr's Passing
NEW YORK—Ernest G. Stellings, president,
expressed the sorrow of Theatre Owners
of America over the death of Alfred
Starr in a statement issued Tuesday (16).
"The untimely death of our dear friend
and associate, Alfred Starr, is a source of
great sadness to all of us. There is a great
void ahead. His passing is a tragic loss to
the industry which he loved so much and to
which he gave more than his share in effort,
in energy and time."
At the same time, Stellings named those
who would represent TOA at the funeral.
They are George Kerasotes, who succeeded
Starr as chairman of the executive committee;
Jay Solomon and Tom. Bloomer, Belleville,
111., members of the committee; Horace
Denning and John Keiler, vice-presidents;
Martin C. Tune and A. Fuller Sams Jr., directors,
and Edmund C. Grainger, general
manager of the Crescent Amusement Co. of
Nashville.
Herman M. Levy, general counsel, said the
industry will be asked to donate to a permanent
memorial to Starr to be placed in the
Children's Museum in Nashville, which he
supported. He said it will be an industry
rather than a TOA memorial. Contributions
should be sent to Philip P. Harling, treasurer.
American Intl Makes Exploitation
Combinations for Teenage Patrons
NEW YORK—The types of pictures which
appeal to the 9-to-24-years age group are
being neglected by the major producers and
exhibitors have complained that this type
of product is scarce in today's market, according
to James H. Nicholson, president of
American International Film Distributing
Corp., which has already released two packages
of exploitation-type features in July
and August and has another package ready
for November release.
Nicholson, whose American International
has released 15 other features since it was
formed approximately 15 months ago, will
produce and release six other combination
programs of two pictures each from January
through July 1957 and will have at least six
more combinations for the 1957-58 season,
plus four color westerns.
The July 1956 combination, "Girls in
Prison," starring Joan Taylor and Richard
Denning, and "Hot Rod Girl," with Lori
Nelson and John Smith, has been booked to
open at 74 RKO Theatres and allied circuit
spots in the metropolitan district October
21, Nicholson said. Both pictures are teenage
exploitation pictures. Nicholson maintains
that this teenage audience, which has
not been satisfied by the product issuing
from Hollywood, is a faithful movie-going
audience, despite the competition of TV.
These pictures can be made at a cost of
between $100,000 and $200,000 and, because
they are made in rented studios and "even
in converted supermarkets" in about two
weeks shooting time, they can be ready for
release within four months of their first
planning, according to Nicholson. "In this
way, we select a topical title, have our writers
work on it and have the picture ready
while the subject is still hot," he said.
American International's August combination
is "It Conquered the World," with
Peter Graves and Beverly Garland, and "The
She Creature," starring Maria English and
OFF TO 'ISLAND'—Darryl F.
Zanuck,
center, who will produce "Island in the
Sun" in CinemaScope for 20th Century-
Fox release, is surrounded by four of the
picture's stars as they leave New York's
Idlewild Airport for location sites in the
British West Indies. The stars are, left
to right, John Williams, Patricia Owens,
Joan Collins and James Mason.
Chester Morris. The November combination
will be: "Shake, Rattle and Rock," with Pats
Domino and Lisa Gaye, a Rock-'N'-RoU
musical, and "Runaway Daughters," with
Maria English. For January 1957, the combination
will be: "Naked Paradise," American
Int'l's first in color, starring Richard Denning
and Beverly Garland, and "Flesh and
the Spur," also in color, starring Maria English
and John Agar. For February, the combination
will be: "The Undead" (a title selected
some months ago), with Richard Garland
and Pamela Duncan, and "Black Voodoo,"
with the cast still to be set.
Other combinations for 1957 release will be
built around these titles: "Motorcycle Girls"
and "Underwater Girl," for April; "Rock 'N'
Roll Girl" and "The Juvenile Delinquent," for
May; "Jet Fighter" and "Hell Raiders," for
June; "The Nth Man" and "Last Woman on
Earth," for July; "Teenage Revolt" and
"Dragstrip Girl," for September, and "Island
of F>rehistoric Girl" and "Gorilla Girl," for
November 1957. These pictures will all average
75 minutes in length.
Nicholson believes that too many producers
today want to make art instead of merchandise.
"Many of our exploitation combinations
outdraw major films in some instances and
we have assurances of bookings from top theatres
owned by leading circuits," he said.
"Our grosses are rarely affected by newspaper
reviews," Nicholson commented.
American International is also spending as
much to exploit these pictures as "many
majors," although the company concentrates
on radio and TV trailers instead of magazine
advertising, Nicholson said. Exploitation is
now costing American Int'l about $20,000 on
the national level and from $50,000 to $100,000
on the local level for radio spots, TV trailers
and theatre trailers, which are supplied to
exhibitors.
Nicholson came to New York October 2 to
talk to exhibitors about new combinations
and to discuss bookings with circuits. He
was accompanied by Samuel Z. Arkoff, vicepresident
of American International. The
company's financing is flexible but much of
it is secured through Pathe Laboratories,
Nicholson said. George Waldman, whose
Realart Pictures exchange in New York distributes
the American International product,
attended Nicholson's tradepress interview.
Altec Moves Rininsland
To Position on Coast
NEW YORK—C. R. Rininsland, long senior
tax accountant of Altec Companies in the
New York headquarters, has been transferred
to the coast manufacturing plants of
Altec Lansing Corp. by H. M. Bessey, executive
vice-president. He left at the weekend to
survey his new duties which will be under
the supervision of E. Z. Walters, Altec Lansing
controller. Later he will take up
permanent residence in Beverly Hills.
Rininsland joined Western Electric in 1927
as mechanical draughtsman. After a course
in certified public accounting, he joined the
accounting department of Electrical Research
Products, predecessor of the Altec Service Co.,
in 1928. At the formation of Altec in 1937 he
became tax accountant.
BOXOFFICE :
: October 20, 1956 25

—
'i^Mf€($6aeC ^cfiOfrt
Costly Newspaper Ads Plug
Old MGM Feature on TV
That sizeable segment of the industry's exhibition
branch that has held the sale to television
of major distributors' backlog to be
one of the big causes of theatremen's current
woes, can find something further upon which
to latch in the impressive manner in which
Metro-Goldwyn-Mayer's features of yesteryear
are being introduced to that ol' debbil
video in filmdom's own backyard, Hollywood
and environs.
KTTV is the local telecasting station that
will carry the Metro pictures sold to TV some
months ago. First film to be telecast locally
was "Thirty Seconds Over Tokyo," starring
Spencer Tracy, Van Johnson, Phyllis Thaxter,
Don DeFore, Robert Walker and Robert
Mitchum. it was released for theatrical exhibition
back in 1944.
As a buildup for the debut, KTTV, which
station is owned by the Times-Mirror company—which
publishes two of Los Angeles'
most widely read newspapers—spent over
$20,000 in newspaper advertising in publications
circulated within its orbit. This figure
is materially in excess of what is spent by
any distributor on the local theatrical opening
of the most important and costly contemporary
motion pictures. Additionally, the
video outlet devoted a lavish amount of its
own time, which if purchased at regular airtime
rates would have cost an advertiser in
excess of $50,000, to plumping for the screening,
set for the evening of Friday (12). Nor
did the ads and the spot plugs. In addition
to ballyhooing "Tokyo," faU to stress that
the picture was from the "Great MGM Library."
At this writing it was, of course, impossible
for local theatremen to guess how much, if
any, this elaborate advance buildup cut
into the attendance at local and suburban
showcases on the night when the first Metro
feature hit the airways. But there is none of
them who isn't apprehensive of what will
happen when films more mighty and better
remembered than "Tokyo" are telecast, most
especially if KTTV continues in its practice
of giving them the all out, advance-advertising
works—and there is every indication
that it will.
Jerry Wald Purchases
'Down Payment' Novel
If prayers of thankfulness are to be found
In the individual and collective hearts of the
gents who write material for celluloid entertainment,
producer Jerry Wald should occupy
a prominent place in those paeans of thanksgiving.
Rare indeed the week In which Wald
falls to lay it on the line for some yam which
Most Complete Quality Line on Morkct
DiT-MCO DRIVE-IN SPEAKERS
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Junior Speaker . . . Senior Speaker . . . Univerial Speaker
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High Quolitr ... Low Priced . . . Built to Last
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By IVAN SPEAR
will be made into one of the pictures he plans
to produce independently for distribution by
20th Century-Fox. He announced at the beginning
that he proposed fabricating 18 Pox
films during the next three years; and, while
no count has been kept on his story buying
activities, it seems that he must, by now, have
acquired at least that number. Most recent
Waldian purchase was "Down Payment," a
novel by John McPartland, which Philip Yordan
has been set to script. Wald announced
further that he plans to make a picture titled
"Holiday in Monaco," which will be filmed
in and around Monte Carlo, and the idea for
which quite conceivably sprung from the
recent, widely publicized marriage of you
know who . . . After resolving final legal
obstacles, producer Harry Tatelman has
acquired from Roger Acton and Caspar
Adams, now eastern businessmen, rights to
their personal and factual story, "The 446,"
based on their exploits as U. S, Naval heroes
during World War II. The Acton-Adams
story concerns the now-legendary achievements
of the Navy's first LST boat, which
the authors commanded, and which was
decorated and became known as "The Lone
Wolf of the Pacific." Tatelman, who is also
readying for production the Robert Wilder
best-seller, "Years of Tomorrow," plans to
film "The 446" under the banner of his
recently formed independent company,
Hampshire Productions. No release has been
"Bon Voyage," a new novel by
set . . .
Marrijane and Joseph Hayes, has been purchased
by Universal-International. Ross
Hunter has been assigned to produce the
feature, which will be filmed largely in
Europe. The Hayes have been signed to
write the screenplay about a midwest family
making their first trip to Kurope . . . Out
Metro way, purchase was made of "The
Housebreaker of Shady Hill," a short story
by John Cheever.
'No Time for Sergeants'
To Star Andy Griffith
Devotees of the New York stage will be
happy to learn that Andy Griffith will star
in Warner Bros.' screen version of "No Time
for Sergeants" in the same role which brought
him fame on Broadway . . . Arthur O'Connell
has been signed by producer Himan Brown
to star in "The Violators," which Brown's
Galahad Productions will film in New York
for RKO release . . . Dan Dailey was set at
20th Century -Fox for a topline in "Oh, Men!
Oh, Women!" filmization of Edward Chodorov's
Broadway legiter which Nunnally Johnson
will produce and direct from his own
screenplay.
Production Progress Seen
For Hecht-Lancaster
With the return of Harold Hecht, he of the
Hecht-Lancaster Companies from New York,
huddles with United Artists executives, it will
be full speed ahead for the ambitious and already
widely publicized production program
of the H-L outfit. So says David Goldlng,
who was recently installed as tub-thumperin-chief
for the fast moving independent
company that gave the screen "Marty" and
SI,
SI, SENOBS—Plans for the Spanish
location filming of Melville Productions
initial venture, "Thieves' Market," were
revealed at a press conference by Melville
president, Gregory Peck, and Sy Bartlett,
left, producer of the drama for
United Artists release. UA executive, Bob
Blumofe, right, also took part. Filming
of the entire production will be done in
Madrid and nearby areas of Spain. Peck
will costar in his initial independent
production, and will finalize negotiations
for his female costar following completion
of his current role in Metro-Goldwyn-Mayer's
"Designing Woman."
"Trapeze." Witness: decision was reached
for a March 1957 release of the recently completed
"The Bachelor Party." Hecht gave the
green light for production start later this
month of "The Sweet Smell of Success," which
will reunite the "Trapeze" costarring team of
Burt Lancaster and Tony Curtis. Following
completion of this picture, Lancaster will immediately
start preparing for "The Devil's
Disciple," in which he will costar with Sir
Laurence Olivier and Montgomery Clift.
Oldsmobile Will Sponsor
Oscar Awards Telecast
Not that it came as a surprise to anyone
but it is now official. Oldsmobile automobiles
will again sponsor the telecasting of Hollywood's
biggest glamorfest, the Awards event
of the Academy of Motion Picture Arts and
Sciences. Word that the car company was
to again pick up the substantial tab for
Oscar's annual appearance was to be officially
forthcoming at a cocktail party
tossed by Academy brass at their headquarters
for Jack Wolfram, a General Motors
veep.
And so the Cinemania rallblrds who for the
past several seasons have deplored the fact
that the mighty motion picture industry
has to turn to a non-affiliated commercial
colossus to pay the bill for what is its own
and very dearest limelight-inviting venture,
can sharpen their verbal and editorial bai-bs
for another season of good hunting.
Norman Krasna to Script
Musical for MGM
Norman Krasna has been signed to script
the untitled musical which Cy Feuer and
Ernest H. Martin will produce at Metro-Goldwyn-Mayer
... At the same studio, Charles
Walters was set to direct "Don't Go Near the
Water," starring Anna Kashfi. Lawrence
Weingarten will produce.
26 BOXOFFICE :
: October 20, 1956

IP
CALENDARiEVENTS
OCTOBER

St. George and the dragon
Continuous show -entire week
Battle the wicked dragon . . . save the lady fair! That's what we'd
all like to do-and can-on the wide, wide-screen where everything's
close-up and adventure's real and earnest. Product of modern
Motion Picture Film Department
EASTMAN KODAK COMPANY, Rochester 4, N. Y.
Branches at strategic centers. Inquiries invited.

LETTERS
NO REPLACEMENT FOR CARBONS
The attached is an answer to your letter
from a "Georgia Exhibitor" on Carbon Arcs,
which appeared in your September 29 issue
of BOXOPFICE. I am a projectionist at
Schine's Vernon Theatre in Mt. Vernon and
belong to Newark, Ohio Local 71 lATSE and
get a chance to read your publication quite
often.
P.O. Box 13,
Mt. Vernon, Ohio.
OTTO F.
SAMROW
Mr. Otto P. Samrow
P.O. Box 13
Mt. Vernon, Ohio
Dear Sir:
This acknowledges your letter of October 2,
to which you attached a clipping from the
May 29 issue of BOXOFFICE relating to
Ught sources other than carbon arcs that
might be used for picture projection.
Time passes more quickly than most of us
realize, so I am inclined to believe that the
demonstration that you saw of a water-cooled
mercury lamp may have been more than 15
years ago. At that time we were doing a great
deal of experimental work with this particular
water-cooled mercury lamp and it was found
to be relatively quite effective for the projection
of black and white motion pictures.
The trend already beginning at that time toward
the use of color and the wide use of
color today makes sources such as this completely
inappropriate for picture projection.
you're not
using
Metropolitan
Ad Mat
Service . .
.
you're
worrying
too much!
WRITE OR WIRE TODAY TO:
The trouble is that mercury lamps produce
very little red light; thus the images on film
which are red appear either distorted or very
dark. Skin tones are far from flattering.
We continue to give close attention to every
new development in light sources with the
hope that one will come along which will
enable us to effectively compete for the theatre
picture projection business. I am sure
other lamp manufacturers are doing the same.
We still have great hopes of success, but we
have nothing to offer you and your associates
at this time.
Thank you very much for your interest.
General Electric Co.,
Nela Park,
Cleveland 12, Ohio.
F. E. CARLSON
AGREES ON WOMEN APPEAL
Your editorial, "Woo the Women," in the
October 6 issue of BOXOFFICE contained
some good points, only it is slightly late in
reaching the big brass in Hollywood.
Exhibitors throughout the country warned
Hollywood several years ago that women by
the droves were leaving the nation's movie theatres
and gave the reason, movies which
women were not interested in. But no one in
Hollywood listened, just as they turned a deaf
ear on many other good suggestions which
have come from the managers and the exhibitors
who are in a better position to know the
likes and dislikes of the public better than
anyone in Hollywood or any of the survey
experts.
The little old ladies, and ladies not so old,
still meet downtown for lunch. Only, after
lunch, when they shop the movie theatres,
they pass by the marquees advertising sex,
lust, violence, gun play and the dozens of
other themes in which the women are not
interested. They thus become more interested
in their card games and other activities, not
especially TV.
They will return to the movies when there
are movies of the type that they thoroughly
enjoy.
It all adds up that—men or women—they
both come to the movies to be entertained.
They want to see entertaining movies, something
that makes them feel good when they
leave the theatre. The best money-making
movies are generally those that women and
men both enjoy.
GEORGIA EXHIBITOR
A DISPLEASED MOVIE FAN
You film people tell us, "Movies are better
than ever." They no doubt are! But, where
do we have to go to see them?
When the same movie is playing at half
a dozen theatres at the same time, moviegoers
like us have no choice but to spend our
entertainment money elsewhere. Why is this
so? You Kansas City movie folks are just
Three Companies Finance
'South Pacific' Filming
NEW YORK—Production of "South Pacific"
in Todd-AO and Cinemascope will be
financed by Magna Theatre Corp., which will
roadshow the Todd-AO version; 20th Century-Fox,
which will distribute the Cinema-
Scope edition later, and United Artists Theatre
Circuit. George P. Skouras is president
both of Magna and the UA cii'cuit.
The 20th-Fox investment will be $2,000,000,
according to Skouras, at a press interview
Monday (15) also attended by Oscar Hammerstein
III. The amount of the other investments
were not stated. Rodgers & Hammerstein
Pictures will take 47 per cent of the
net profit and Magna 53 per cent. Out of the
latter sum Magna will give 20th-Fox a net
of ten per cent and pay a distribution fee of
20 per cent.
Pressed for an estimate of the negative cost,
Hammerstein unwillingly "guessed" up to $5,-
000,000. Skouras said the hope was to keep
it within $3,500,000. It was pointed out that
it is too early to set a budget because the
script has not yet been completed. Richard
Rodgers and Hammerstein will personally
supervise the production and Joshua Logan,
who directed the Broadway show, will
direct.
March 1, 1957, is the target date to start
production. Acting talent is being sought.
Studio shots will be at the 20th-Fox coast
studios through an arrangement closed by
Skouras with W. C. Michel and Donald A.
Henderson of that company. Hammerstein
will leave in a few days to look for an island
locale in Hawaii and will go on to Australia.
Skouras said Magna has options on "Pipe
Dream," "Allegro" and "Me and Juliet," other
Rodgers & Hammerstein shows. Hammerstein
said he was happy about the arrangement because
he considered Todd-AO the best process
for his shows in that it conveyed a feeling of
intimacy.
The stage production of "South Pacific"
ran on Broadway for almost five years.
Columbia Filming Feature
In Garment Center, N. Y.
NEW YORK—Columbia Pictures put "Garment
Center," produced and written by Harry
Kleiner with Robert Aldrich directing, before
the cameras here Saturday (13). The picture
is being filmed in various sections of the
city, ranging from east 102nd Street in upper
Manhattan to Sutton Place, bordering on the
East River. The principals will also enact
scenes along west 37th Street, outside the
Manhattan Center Bldg. and the entire garment
center district in mid-Manhattan.
Lee J. Cobb heads the cast, which also includes
Richard Boone, Valerie French, Kerwin
Matthews, Joseph Wiseman, Gia Scala,
Jon Shepodd, Adam Williams, Cella Lovsky
and Harold J. Stone.
Jackie Coogan Assigned Role
HOLLYWOOD—Jackie Coogan, has been
set for the role of Swifty, Prank Sinatra's
confidante, in Paramount's "The Joker Is
Wild."
MnnopoLiTAN Mai Service
303 €ASI 4lh STREET • lOS ANGILIS 13, CAIIF
losing potential customers! !
5530 Olive St.,
Kansas City, Mo.
MRS. J. T. HAYES
Editor's note: This situation is prevalent
In cities throughout the country because of
day-and-date bookings.
CONTROL TRAFFIC . . . AVOID CONFUSION WITH
DIT-MCO PATENTED RAMPLIGHTS
llluminotct romp number . . . lightt romp
entrance . . . ihowt when romp li full. Easily
controlled by oHendants.
ATTRACTIVt ECONOMICAL
DRIVMN THEATRE MFG. CO. T«1!;."c"rM'.*'
30 BOXOFFICE : : October 20, 1956

Carl Rindcen Praises
Current Film Quality
BUFFALO— Carl J. Rindcen, manager of
Shea's Buffalo Theatre, sees improvement of
film product quality in recent months as
a great boom for exhibition's
fall and
winter business.
Carl Rindcen
"I personally can't
remember a year when
the annual 'Best Ten'
list was going to be so
difficult to compile
because of the terrific
candidates, such as
Moby Dick, Bus Stop,
Somebody Up There
Likes Me, The Bad
Seed, High Society,
The Eddy Duchin
jtory and a lot of others you will be seeing
pfore 1957," Rindcen said.
i"The glow of the future fascinates me
(iturally," he continued, "but it's wise to
jise predictions firmly on the facts of
down performance. After all, future growth
nd the investments of tomorrow grow out
current business. The facts are that
_7,000,000 cash customers went to the motion
picture theatres in a recent month, compared
with 63,000,000 in the same period of 1955.
I was interested in a Sindlinger & Co. bulletin
to the effect that 40,000,000 persons were
talking about motion pictures in August this
year, compared with 25,000,000 to 28,000,000
a year ago.
"This is not moonshine. I believe it. My
own local estimates attribute a lot of our
whopping three-week runs to the talk that
makes business. Such were the cases of I'll
Cry Tomorrow, Trapeze and The Man With
the Golden Arm.
"Around holiday time," Rindcen advises,
"you must make a date for 'The Teahouse of
the August Moon,' made in Japan. The
manager's talkmeter is already registering this
one."
Technicolor Opera Film
Distributed by Jacon
NEW YORK — "Two Loves Had I,"
a Technicolor
picture about the life of Puccini produced
by Rizzoli Film of Italy, has been
acquired by Jacon Film Distributors for U. S.
distribution, according to Bernard Jacon,
president. It will be released in December.
Gino Sinimberghi and Nelly Corradi act as
well as sing their roles and Gabriele Ferzeti
plays Puccini with Marta Toren as his wife
Elvira. Nadia Gray and Paolo Stoppa are
featured as are Ben j amino Gigli, Antonietta
Stella, Gino Penni and other La Scala of Milan
artists singing "Manon Lescaut," "La Boheme,"
"La Tosca" and "Madame Butterfly."
ITOA Officers Re-elected
NEW YORK—All officers of the Independent
Theatre Owners Ass'n, Inc., were reelected
at a meeting Thursday night. Harry
Brandt continues as president. Vice-presidents
are Max A. Cohen, William Namenson,
Julius Sanders and Abraham Leff. The rest
of the slate is comprised of Leon Rosenblatt,
treasurer; Edith Marshall, secretary, and
John C. Bolte jr., sergeant-at-arms.
'GIANT' PREVIEWED IN NY—In advance of the world premiere of Warner
Bros.' "Giant" at the Roxy Theatre in New York, a special press and exhibitor preview
was held at the Criterion Theatre. Shown above, ton panel, left to right: Bernie
Myerson, buyer and booker, Fabian Theatres; Bernard R. Goodman, Warner Bros,
executive; Larry Morris, executive of B. S. Moss Theatres, and Bob Sherman, RKO
Theatres. Bottom photo: George Aurelius, UPT district manager in Phoenix; John
Branton, Minnesota Amusement Co.; Charles Winchell, Minnesota Amusement Co.,
and Al Sicignano, XJPT.
Two Foreign Films to Open
In New York Art Houses
NEW YORK—Two foreign pictiu:es, the
Italian-language "Vitteloni" and the Spanish
"Marcelino," will open at New York first
run art houses during the week of October 22.
"Vitteloni," Federico Fellini's prize-winning
picture, will open at the 55th Street Playhouse
October 22 with a benefit charity performance
for Casa Verdi, the old musicians home in
Milan. Mrs. Wanda Toscanini Horowitz,
daughter of Arturo Toscanini, is arranging
the benefit. API-Janus Films is distributing
"Vitteloni" in the U. S.
"Marcelino," the first Spanish film of importance
to play in the U. S., will open at the
Fine Arts Theatre October 22 as a benefit for
Casita Maria, Puerto Rican settlement house.
Ladislo Vajda directed and United Motion
Picture Organization is releasing in the U. S.
New York Beauty Contest
Won by Young Redhead
NEW YORK—Merle Moriarity of Oceanside,
a 20-year-old redhead, earned the title
of New York's Miss Exquisite Form Monday
(15) in the national contest promoting "The
King and Four Queens," Russ-Field Cinema-
Scope picture starring Clark Gable for United
Artists release.
The contest was held in the Manger Vandsrbilt
Hotel. By winning the regional crown.
Merle qualifies for grand-prize runoffs.
Among the prizes are a Hollywood test, a
station wagon, mink coat and vacations in
Europe, South America and Hawaii.
UA issued the following statistics about
Merle—over-all height, 5 feet 7, and 34, 23, 32.
'World' Benefit Premiere
Nets $26,000 for Rogers
NEW YORK—The benefit performances of
Michael Todd's "Around the World in 80
Days" at the Rivoli Theatre Thursday C18)
raised a total of $26,000 for the Will Rogers
Memorial Hospital, according to David
Picker, general chairman. Proceeds will support
the work of the hospital's research laboratory,
which is investigating new techniques
in the treatment and cure of tuberculosis.
Among the industry executives in the audience
of 1,500 were Robert S. Benjamin, Harry
Brandt, William Brandt, Jack Cohn, Russell
V. Downing, Gus S. Eyssell, Si Fabian, Max
Fellerman, Leopold Friedman, Alex Harrison,
William W. Howard, Leo Jaffe, Arthur B.
Krim, A. Montague, Ai'nold Picker, Eugene
Picker, Samuel Rinzler, Sam Rosen, George
Skouras, Spyros S. Skouras, Wilbur Snaper,
Joseph Vogel and Max E. Youngstein.
Others present were David Niven and
Shirley MacLaine, who are starred in the
picture; Michael Todd, William Wyler,
Thelma Ritter, Robert Merrill, Dorothy Sarnoff,
Cathy O'Donnell, Nina Foch and Alan
Dale. Richard Brandt of Ti'ans-Lux Theatres
was co-chairman of the event.
Chain 25th Anniversary
NEW YORK — Skouras Theatres Corp.,
which was founded and organized 25 years
ago this month, will stage special activities
to commemorate the silver anniversary in each
of its metropolitan theatres during the week
of October 24. The company has pledged itself
to carry on the policies of serving the film
going public and making the theatre a focal
point for local, civic and charitable activities.
BOXOFFICE October 20, 1956 31

'
very
—
—
.
—
—
—
—
'Gianf Is Best Since 'The Robe
In First Roxy Week; 2 Others Big
NEW YORK— "Giant," which had a benefit
"Attack!" in its fourth at the Mayfair, where
opening at the Roxy October 10 for the it was better than the preceding stanza;
Muscular Dystrophy Ass'n, gave the Roxy "Toward the Unknown," in its third at the
Theatre a terrific opening week, the best for Paramount, and "Tea and Sympathy," which
the theatre since "The Robe" introduced had a third week at the Radio City Music
Cinemascope late in 1953. Two other new Hall which just about equalled its second
pictures, "Pillars of the Sky" at the Globe week at the world's largest house,
and "Between Heaven and Hell" at Loew's "Seven Wonders of the World" attracted
State, also had big first weeks, aided by the the holiday and out-of-town crowds to the
long Columbus Day holiday. Warner Theatre, where the 27th week of
Still holding up well were "The Bad Seed," two-a-day was better than the 26th stanza.
in its fifth big week at the Astor; "War and a second two-a-day picture, "Around the
Peace," in its eighth week at the Capitol; World in 80 Days," in Todd-AO, opened at
the Rivoli Theatre Wednesday (17).
"Wee Geordie" did sensational business in
y WA \i / "^^ I ^ *** '^
'^^ ^'"'' ^^^^ ^^ '^^ Little Carnegie Theatre
fej
f "^ \ < ^
V-,___^
J
^ ^ "^ attractions, "Lust for Life," which had long
r
^ '*^ Z \'~:z::^J waiting hnes nightly during its fourth week
^ ^ \ F ^^aa^^
^
\^.^y at the Plaza; "The Silent World," which was
">
•y / Jj^^^^^^ strong, in its third week at the Paris;
Ta^jJi "La Strada," in its 13th big week at the
{(I^^£:c2. Trans-Lux 52nd Street Theatre; "Private's
^
{i**
Progress," in its
"The Grand Maneuver,"
12th week at the Guild, and
in its second week
. , , —_:.„ -
^pp^t, j^ w
'^
1^^^^\ ^e" I^^^ *' '^^ Sutton.
.J^ V
^P' * '^^°
^^H Vo^^ ^^^ ^^* ^°^^^ ^^1^ opened during
/- {^\ V|^ J^ ^X
^^^ week, "The Snow Was Black" at the
AI'SJ^^M
>[S '^ -,)
^^
I'
^^ Baronet, and "Storm Center," a Columbia
i.^^ /
picture, at the Normandie.
Judy Garland and her vaudeville revue
continued to aljsolute capacity, plus standees,
in a third week at the RKO Palace.
-^ -^ rs / "")
"» /
^—
Vi '" '
f i^\i Criterion— Closed until "The Ten Commandments"
I
—
V *i O Vl''©^ V \
-^ opens Nov. 9
ff H --—I Fine Arts Rififi (UMPO), 19th wk 110
-^ / Vr- -^ ) 55th St. Bullfight (Janus), 15th wk 105
Globe Pillars of the Sky (U-l) 125
Guild Private's Progress (DCA), 12th wk 125
^^_. /[I"^ Little Carnegie Wee Geordie (Arthur), 2nd wk...l40
^^1 Loew's State Between Heaven and Hell (20th-
( I Fox) 150
,, , Mayfair—Attock! (UA), 4th wk 125
^1,
,
If Vniir i t L Rivoli Around the World in 80 Days (UA), opened
° Roxy Giont (WB), plus ice revue 250
Sutton The Grand Maneuver (UMPO), 2nd wk...l50
Trans-Lux 52nd La Strada (Trans-Lux), 13th wk.. 140
•
livmg room comfort . ..
*«°-?:,''°y'^T,i?'*,'^
chances are — they are '''F«;"^d'':k'"* .".'""' .'". ""'. "" "". ".°.*'."i 30
Warner
Seven Wonders of the World (SW),
^,—. j^ _ 27th wk. of two-o-doy 160
^^g g^
—Game I World of Love (Times); One Summer of
^1 y J*
I
^
I
Happiness (Times), revivols, 13th wk 100
I I ttt/l P tttLtU I tlvL a Second Week of Tea' Gettf
130 Score in Pittsburgh
Write, wire or phone — PITTSBURGH—"Tea and Sympathy" was
in New York '^^ downtown's best grossing attraction in
"Doc" Faige or "Barney"" Sholtz, ^^ ^^°^^ ^n

IT'S TIME YOt/
Performance is our best salesman! And whenever
you're ready CENTURY can show you what
this means. Look at the engineered simplicity of
the CENTURY mechanism! There's nothing like it
for ease of operation, high efficiency, low maintenance
and rugged dependability. And what's
more, CENTURY equipment is designed and built
to hold these high levels of performance.
Whatever your needs may be, see your authorized
CENTURY dealer for CENTURY projection
and sound. Projectors are available either in
air or water-cooled models and are designed for
high-speed lenses and hi-power arc lamps.
Century Projector Corporation
NEW YORK, N
^S O L D B Y
Amusement Supply Co.
346 West 44th St.
New York 18, N. Y.
J. F. Dusman Company
12 East 25th St.
Baltimore 18, Maryland
Buffalo Theatre Equipment & Seating Inc.
505 Pearl St.
Buffalo 2, New York
Albany Theatre Supply Co.
443 North Pearl St.
Albany 4, New York
kBOXOFFICE :: October 20, 1956 33

. . Robert
. . Settlement
BUFFALO
f^ecil B. DeMille will visit here Monday (22)
in connection with "The Ten Commandments,"
which will open at the Century December
21. DeMille, who is on a 12-city tour,
will be honored at a luncheon in Hotel Statler
on the day of his visit. Mayor Steven
Pankow will act as host . T. Murphy,
managing director of the Century Theatre,
issued invitations for two advance
screenings of the DeMille classic on Thursday
(18), at the Amherst Theatre on Buffalo's
city line.
Edward L. Hyman, vice-president, AB-
Paramount Theatres, was here Thursday (18)
for conferences with Arthur Krolick, district
manager and managers of the AB-PT thea-
.
tres in the area. Hyman was accompanied
by his assistant, Bernard J. Levy, and Al
Sicignano of the home office booking department
. . Marian Marlowe was in
Rochester recently to sing for the annual
Firemen's Benefit Fund show in the Eastman
Theatre. The program was arranged by
Lester Pollock, manager of Loew's. Miss
Marlowe said she originally took a singing
job "only because I couldn't get an acting
role."
Elmer F. Lux, chief barker of Tent 7, is to
be commended for success of the recent Muscular
Dystrophy campaign. Residents of
western New York and southern Ontario,
Can., pledged $136,570 during the 18-hour TV
marathon. Additional thousands of dollars
were collected by door-to-door canvassers
throughout many parts of western New York.
Lux is chairman of the western N. Y. chapter
of the Muscular Dystrophy Ass'n and as
such led the campaign.
Harry Altman, proprietor of the local Town
Casino and the Glen in Williamsville, has
opened the $750,000 Arrowhead Lanes bowling
alley in Canandaigua. Harry's son Robert
is managing the alley . . . Stanley Kositsky,
UA manager here, is jumping into the
Jim Velde drive with both feet, hoping to
grab part of the prize pool of more than
$50,000 cash to be shared by the winners. The
drive started October 1 and will be the longest
and most intensive in UA history.
Carl J. Rindcen, manager of Shea's Buffalo,
booked the Dr. Silkini "Asylum of Horrors"
stage show, featuring the Frankenstein
monster in person, for Friday (19) at midnight.
Tickets were sold in advance. On the
screen were "Valley of the Zombies" and
"Fright-Night the 13th" . . . Business and
industries purchasing tickets for the National
Brotherhood citation banquet this year will
be encouraged to invite as their guests teachers,
school principals, members of the clergy
and others who can carry the theme of
brotherhood back to the community level.
This was announced by Elmer F. Lux, chief
barker of Tent 7 and banquet chairman. He
said the committee's determination is "to
reach the greatest number of people possible
with our message." The banquet will be held
November 27 in Hotel Statler.
Kirk Douglas In a photo Interview with
Ardls Smith, drama editor of the Evening
News, said that the eyes of the Douglas
family and Director Vlncente MlnnelU are on
Buffalo, one of the ten test points before
general release for their MOM Van Oogh
film, "Lust for Ufe." "We've had a queue In
front of the Fine Arts Theatre in Los Angeles,"
Douglas said. "But, of course, this is
a small house like your Cinema. So length of
run is the important thing." The local opening
for "Lust for Life" was at the Cinema
Theatre Wednesday (17), sponsored by the
advisory committee of the Albright Art Gallery.
Due to a midweek "slump" in theatre attendance,
the Madison and Liberty, Schine
Rochester houses, will operate on a limited
schedule for an indefinite period. Joseph De-
Silva, city manager for Schine in Kodak
Town, said Tuesday and Wednesday programs
will be suspended until business picks
up. He said a shortage of pictures is partly
responsible for the situation . . . For three
days a week the Rialto in East Rochester
turns into an "art" house, a policy that pays
off, according to Manager James Russell.
"Diabolique" and "The Prisoner," which first
played the Rochester art theatres, the Little
and Cinema respectively, did better business
at the East Rochester than "Guys and Dolls,"
said Russell.
Children Crowd Art House
For 'Fantasia' Showing
ROCHESTER—"Fantasia" has been a hit
in a new run at the Cinema Theatre, a local
art house, but not quite in the way that the
management had envisioned when the picture
was booked. No sooner were the doors
opened than the place was filled with
children—hordes of very small patrons demanding
non-existent popcorn, candy and
pop.
The management's insistence that "Fantasia"
is a picture for music-loving adults
and not for the young fry proved to be at
variance with the Cinema's boxoffice experience.
The children (who must be accompanied
by adults at the Cinema) filled
the theatre for two Sunday afternoon showings.
When the management suggested to the
line-waiters outside that they ought to go
home and escape a downpour of rain, the
crowd refused to budge. The previous day
the theatre had been filled for every performance.
The second weekend was another
good one but the management noticed that
children were tapering off and more adults
were coming.
"We were flabbergasted when we first saw
all those children," said Seymour Nusbaum,
Cinema manager. "In the last couple of
days it has been more the way we thought
it would be, with the adults in the majority.
A child has to be at least 10 or 12 to enjoy
'Fantasia.' It can't hold the interest of the
smaller children."
What lured the youngsters, of course, was
Disney's cartoon characters who are the
actors in some of the screen interpretations
of great musical works. The fact that no
popcorn is available in the Cinema's quiet,
intimate atmosphere disgusted the kids,
Nusbaum reported.
New Rochester Art House
ROCHESTER, N. Y.—The Pine Arts Theatre
is scheduled to open in November, booking
mostly art pictures. The Fine Arts was
formerly the Rexy Theatre, South avenue
motion picture house for many years. The
entire interior has been remodeled and new
projection equipment and new seating Installed.
ALBANY
n Ginbing:orama will be held at the Variety
clubrooms in the Sheraton-Ten Eyck
Hotel Saturday night for members and
their wives. Admission will be $1 at the
door. A gin rummy tournament will be
staged and bingo games will be held.
Prizes for the latter have been donated by
Dr. A. I. Milstein of the Union-Fern Furniture
Co., Ben Shapiro (shirts) and other
merchants. The affair will start at 8 p.m.
Chairman Norman Weitman predicted a capacity
turnout. Others on the committee are
Gene Teper and Al Kellert. A catchy singlepage
mimeograph for the Ginbingorama was
prepared by Al Kellert, a member of the
arrangements committee and advertising
agency owner.
Scheduled for a visit here to complete details
of the new lower-front for the Strand
were Harry Peinstein, division manager;
James Totman, his assistant; James Bracken,
contact manager; William Wurtz, head of
the SW realty department; Herman Meier,
SW chief construction engineer, and Cy
O'Toole, zone sound engineer. October 24 is
the approximate starting date and the job
will be completed before cold weather sets in.
Weekday matinees are to be eliminated during
the first part of the project . . . Harry
Lamont repeated a fall Anniversary Week
celebration at the Riverview Drive-In, Rotterdam
Junction, with a different show each
night. A special attraction Sunday was an
archery exhibition at 8 p.m.
Joe Gins, U-I district manager, checked
Fabian's Saratoga
in for a sales conference . . .
Drive-In at Latham closed October 15.
The Mohawk in Colonic will remain open for
several weeks . . . Condolences to Mrs. Ralph
Ripps, wife of the MGM salesman, on the
. . .
death of a brother in New York City
Local exchanges remained open (Columbus
Day, despite the fact home offices in New
Ann Singheiser, secretary
York were closed . . .
at National Screen Service for
eight
years,
resigned.
Steady progress is reported on the construction
of an 800-car drive-in by
Sylvan Leff at Pittsfield, Mass. The site
is within the city limits, opposite a new
shopping center . was announced
in a $75,000 action brought by
Dominick Antinucci of Clinton Heights for
serious burns his son Charles, 12, suffered in
the Royal Theatre in the south end here
March 28, 1954. The supreme court suit alleged
the youngster was attending a show,
when an unidentified patron threw lighter
fluid and a lighted match, causing the boy
to become an almost "human torch." A large
back burn necessitated skin grafting and
hospitalization. The action was against the
Albany Royal Theatre Corp. The Royal, now
dark, was then operated by the Hellman interests.
Nate Dickman, Allied Artists manager,
checked in from Buffalo Tuesday (16) to
work with head booker-office manager Bob
Adler on final details of the sneak preview
of "Friendly Persuasion" at the Strand that
night. Dickman traveled the following day
to Gloversville for a conference with George
Lynch, chief buyer of Schine circuit. He also
had an appointment with Sid Kallet at Kallet
headquarters In Oneida.
34 BOXOFFICE :
: October 20, 1956

»
Max Herschmann Named
New York Filmack Head
NEW YORK—Max Herschmann, local sales
manager of the Filmack Trailer Co., has been
made branch manager by Irving Mack, president.
He will have charge of all theatre work
in the eastern territory. Don Mack will remain
in charge of television production and
sales for Filmack in New York. Herschmann
was sales manager here for ten years.
Optical Department Is
Opened by Filmack
NEW YORK—Filmack Television Studios,
New York, has opened a new ID optical department
for the rapid production of tensecond
shared IDs at a claimed figure of
one-third of the standard cost. The department
contains the call letters of every station
in the U. S. Filmack said its new lab equipment
with a precision-mounted focusing
adapter eliminates several production stages
and makes possible deliveries in less than
three days.
'Solid Gold Cadillac' Bow
At Victoria October 24
NEW YORK—Columbia's "The Solid Gold
Cadillac," starring Judy Holliday and Paul
Douglas, will open at the Victoria Theatre
October 24, following a four-week run for
"The Best Things in Life Are Free," 20th-
Fox Cinemascope musical.
Two other Columbia pictures, "Storm Center"
and "The Silent World," are currently
playing New York first runs at the Normandie
and Paris Theatres, respectively.
'Commandments' Tickets
On Sale at Criterion
NEW YORK—The Criterion Theatre boxoffice
is now receiving advance seat reservations
for "The Ten Commandments" which
will open there November 9 with twice-daily
showings. The theatre is also accepting mail
order reservations for showings up to eight
weeks in advance. There is no limit on the
number of reservations a person may make.
Engineers to Tour Studio
NEW YORK—The Columbia Broadcasting
System television facilities at the Production
Center, 221 West 26th St., will be surveyed
October 25 by the New York section of the
Society of Motion Picture and Television Engineers,
according to George H. Gordon,
chairman of Eastman Kodak Co.
New WB Head in Bangkok
NEW YORK—N. A. Kamath has been
named manager of Warner Bros, office in
-Bangkok, Thailand, by Wolfe Cohen, president
of Warner International. E. D'Souza,
former Bangkok manager, has been reassigned
as manager of the Warner office in
Indonesia.
BROADWAy
n NEW street cleaner on Sixth avenue was
told that if he worked hard he would land
on Broadway in six months. • * * Paramount
vacationers: Charley Prank, trade press contact,
is fishing in Tennessee. Evelyn Seef,
secretary to publicity manager Burt Champion,
is soaking up the sun in the Caribbean.
* * • There was plenty of sun in New York,
too, this week. Temperature hit 84 on Monday
for a new record for October 15. * • *
Wolfe Cohen is ocean-hopping again. The
Warner International president is in Paris
on the first leg of a tour of the company's
European offices. * * * The Criterion has
opened its boxoffice for the advance sale of
tickets to "The Ten Commandments," which
will open there November 9. * * * In Kansas
City this week from New York was C. Glenn
Norris, central and Canadian division manager
for 20th-Fox. * * * The screaming you
may have heard in front of Sardi's was from
teenagers getting a squint of Rock Hudson
in the flesh.
We don't know who she is either, but the
gal whom Otto Preminger has selected to play
the title role in "Saint Joan" was to be announced
Sunday (21), too late to make this
issue.
But she was to have been introduced
to the press at a brunch in the United Artists
home office. * * * The next attraction at the
Astor will be Paramount's "The Mountain."
* * ' Sol Schwartz and the Mrs. are on the
west coast. He's president of RKO Theatres.
* * * Rube Jackter, assistant general sales
manager of Columbia, is on a swing through
the midwest, calling on branches in Detroit,
Minneapolis, St. Louis and Indianapolis. * *
RKO's Dave Cantor was in Pittsburgh, setting
up the world premiere of "Tension at
» * * Harry Puchs, formerly
Table Rock."
with Skouras Theatres, has formed Radio
& TV Monitors, a personalized service which
affords protection to advertisers for their
radio and television advertising dollars.
Ml
Following the rave reviews for "Around
the World in 80 Days" at the Rivoli Theatre
from New York newspaper critics, the theatre
decided to remain open on Sundays from
10 a.m. to 7 p.m. to sell reserved-seat tickets,
now available through December 30. With
"Seven Wonders of the World" now in its
28th week of two-a-day at the Warner Theatre,
a third reserved-seat picture, "The Ten
Commandments," will open at the Criterion
November 9, the greatest number of two-a-day
films on Broadway in many years. * * * Lillian
Gish attended the kinescope of her TV
drama, "The Trip to Bountiful," the Horton
Foote drama which later became a Broadway
stage play, at the Museum of Modern
Ai-t's Thursday film series for the benefit of
the Film Preservation Fund October 18. Also
on the program were excerpts from Miss
Gish's early silent successes, "Hearts of the
World," "Way Down East" and "The Wind."
for Ed Si^Jlivan's TV show. * ' * Jesse
Chinich, Buena Vista western division head,
will leave Sunday (21) for sales meetings in
Dallas and Denver.
Dorothy McGuire, starred with Gary
Cooper in Allied Artists' "The Friendly Persuasion,"
got in from the coast for promotion
activities in connection with the Radio City
Music Hall opening this month. * Harry
Belafonte flew to Grenada, B.W.I., to join
Darryl F. Zanuck's production of "Island in
the Sun," being made there for 20th-Fox
release. • » * Richard Widmark is in New
York to cast actors
for his independent production
of "Time Limit," which he wUl make
for UA in 1957. But first, he will play the
Dauphin in Otto Preminger's "Saint Joan"
in London.
f
Anna May Wong, Chinese actress who has
been away from the screen too long, scored
in "The Letter" on NBC-TV Monday (15),
and is staying in New York to consider film
and stage offers. John Mills, British film star
who played the male lead opposite Siobhan
McKenna in the TV drama, returned to
England to do some special dubbing for "The
Baby and the Battleship," which DCA will
distribute in the U. S. * * * Carmen Sevilla,
Spanish film star, planed in from Madrid,
accompanied by Richard Kiley, American
star, to complete "Flamenca," for Paramount
in Hollywood. * * * Sy Bartlett, who will film
"Thieves' Market" for United Artists in Madrid,
returned Monday after setting plans for
the filming there with Gregory Peck starred.
* * '
Producer Sam Spiegel got in from
another far-flung spot, Ceylon, where he will
produce "The Bridge Over the River Kwai"
in Cinemascope for Columbia in November.
Charles Smadja, UA vice-president in
charge of European production, got in from
his Paris office October 15 for a week-long
series of conferences with home office executives
and department heads. Also in from
Europe on an Iberia Airlines flight from Spain
was Ladislao Vajda, European director of
"Marcelino," the Spanish-Itahan production
which United Motion Picture Organization
will open at the Fine Arts Theatre October 22,
hoping it will be as big a hit as the company's
two previous films there, "Diabolique"
and "Rififi." * * * Ronald Squire and Basil
Sydney, two of the many British stars in
Michael Todd's "Around the World in 80
Days," arrived from London to attend the
opening at the Rivoli. Noel Coward was
already in New York. * » * Gene Kelly, who
produced "The Happy Road" for MGM in
Europe, came in from Paris.
FIP Dinner November 15
NEW YORK—Industry leaders will attend
a dinner of the motion picture division in behalf
of the Federation of Jewish Philanthropies
November 15 at the Hotel Plaza, according
to Charles B. Moss, division chairman.
Barney Balaban, Paramont president, will be
host. Balaban and Samuel Rosen, Stanley
Warner executive vice-president, are cochairmen
of the division.
In New York to prepare location shooting
for "Sweet Smell of Success" are James Hill,
producer, and Alexander McKendrick, director.
* * * Coast-bound were Harold Hecht,
following home office talks with United
Artists executives on "The Bachelor Party,"
now being edited, and Harry Loud, of MGM's
trailer department, who completed a special
trailer on "Teahouse of the August Moon"
ItntWAUSH
OUCAOO t, lU.
MO CeHTIACTl
MO •TUUMf
BOXOFFICE October 20, 1956
35

PITTSBURGH
jyck Crosby, manager of the Pl^ja, BrownsvlUe,
entered the Army . . . The Lou Hannas
and the Bert Stearns hosted the October
19 family night at the Variety Club . . . Bill
Basle of the Basle Bros, circuit recently underwent
plastic surgery for probably the last
time, as he recuperates in all ways from that
near-fatal auto accident of many months
ago. He spent a long period of his recuperation
in Greece, where his brother Andy is
now located, on business and pleasure. Brother
George has actively directed the Basle theatres
for several years . . . Phil Katz, SW publicity
director here, attended a circuit conference
in New York . . . The Alpine Theatre,
Punxsutawney, reopened under the managemen
of Bob Snyder . . . International Theatre,
Crafton Heights, which inaugurates another
season next month, has been renovated . . .
David Barnholtz, former film salesman who
had represented a travel agency on Beacon
street, now is associated with the Forbes
Travel Service.
Sam Navari of the Eastwood Theatre and
Bowling Alleys, Frankstown road, flew back
from Italy a few days ago, and at an early
date his bride will join him here. Legalities
are in process of operation for entry of Mrs.
Navari into the U.S_A. . . . The P. D. "Dinty"
Moores enjoyed a vacation in the Poconos . . .
Demolition workers completed their wrecking
job on the Gardens this week. Built in the
1880s, the horse stable for the trolley company
became Duquesne Gardens for musicals
and sports, and as the Gardens was a famous
landmark as a sports arena for many years.
A civic auditorium, to be completed In 1959,
will replace the Gardens.
Bill Mansell, central manager of Warner
Bros., was painfully injured when a power
mower he was using accidentally cut into one
of his feet, fracturing his toes . . . Alex Manos,
junior executive of the Manos circuit, was
laid up as the result of a spinal disc slippage
. . . Film Arts Society, a local Carnegie Tech
group, is presenting an International Film
Festival of eight motion pictures, and the
Film Society at Johnstown is inaugurating
another season of 14 films from nine nations
. . . Frank S. Decker, 61, Allied Artists
salesman in West Virginia, died in Huntington
last week. Decker, who had been with
the company for 13 years, is survived by his
wife Mildred.
Bigrgest thing- aroimd here is the Roy
Haines drive which is keeping the Warner
Bros, staff very busy . . . David Ferguson,
pioneer in the industry, is leaving the Pittsburgh
Film Service as a shipper . . . With
Bill Zeilor on sick leave, Fred Kunkle of the
Perry Theatre is relieving him at the downtown
Penn Theatre. Zeilor, who supervises
management of the Penn and the Harris, will
vacation as soon as he recuperates. Temporary
manager at the Perry is Johnny Wood
. . . Mort MaglU, Buena Vista district manager,
was here from bis Philadelphia office
where he also presides as Philadelphia area
representative . . . Steve Rodnok sr., Oakmont
exhibitor, is reported recuperating very satisfactorily
after ungoing stomach surgery . . .
Phil Doyle, retired stagehands Local 3 business
representative, again is ill and confined
to Presbyterian Hospital.
Austin Interrante, Philipsburg exhibitor
and a 20th-Fox salesman here in years past
whose death was reported on these pages
last week, was a cancer victim. He spent
nearly two score years in the motion picture
industry. Mrs. Interrante will continue operation
of the Rowland Theatre, Philipsburg
. . . Derris Jeffcoat, manager of Associated
circuit's Blue Dell Drive-In, and his wife are
parents of a fourth child, a daughter, Mary
Bess, born at Mercy Hospital. The Jeffcoats'
other kiddies include another daughter and
Warren Zoeckler has taken over
two sons . . .
as manager of the SW Ambridge Theatre.
A native of Wheeling, he has occupied similar
positions in Erie and other places. Zoeckler's
family will move to Ambridge soon. He succeeds
Don Conrad as manager of the Ambridge
Theatre.
George Spicer, projectionist, reporting for
work Thursday morning, suffered a heart attack
in the lobby of the Fulton Theatre . . .
Joe Bugala, general manager of the Manos
circuit, and Gus Kavouras, Monessen manager,
hosted a group of Monessen educators
at a screening of "Between Heaven and Hell"
at the 20th-Fox screening room. This picture
also was sneak previewed at the Pulton.
Stores Sponsor Newsreels
PITTSBURGH—Newsreels exhibited at
some theatres here are sponsored by
merchants. At a Stanley Warner neighborhood
house, a film frame introduces the
newsreel as being sponsored by a local shoe
store, and a similar film frame at the end
of the reel explains that it has been exhibited
through the courtesy of the shoe merchant,
with address, etc.
Kids Visit Theatre
CHESWICK, PA.—Children of Allegheny
Valley joint schools were guests of Springdale
Parent Music Ass'n at a special show
in the Cheswick Theatre October 12. Mrs.
John E. Armstrong was chairman of the
event, and fundamentals of film projection
were explained by Anthony Haracznak, film
operator.
Postpone Tent 1 Banquet
PITTSBURGH—The annual banquet of
Variety Tent 1, always a November event,
has been set back three months. A February
date will be announced for the banquet, which
in the past two years, for the first time in
more than a quarter-of-a-century, has been
open for women as well as men.
Buena Vista Cuts Down
In New Economy Move
PITTSBURGH—Buena Vista, the Walt
i
Disney distributing outfit which has operated
with much less overhead than any other established
film company, is cutting a number
of territory representatives from its payroll
in another economy move. Left out in the
shuffle is local representative David Wald.
A young veteran of 20 years in the business,
Wald served here with the Warner Bros.
Theatres circuit and as a salesman for 20th-
Fox before joining Buena Vista, which has
office space in the Atlas Theatre Supply
building. Leonard Mintz, Philadelphia representative,
is succeeding Wald here, and his
Philadelphia post will be assumed by Mort
Magill, now BV district manager. Both Mintz
and Magill are former local United Artists
branch managers.
Don Shultz to Withdraw
From Film Business
FAIRMONT, W. VA.—Don Shultz will
withdraw from the amusement industry
October 31. Manager of the Lee Theatre here
for a number of years, he served this year
as president of Allied Theatre Owners of
West Virginia. He had managed the Warner
circuit's Virginia across the street from the
Lee prior to going to the latter house. The
Virginia has been dark for many months.
SW circuit's Fairmont Theatre is located a
block from the Lee and Virginia. Shultz will
announce a new association at an early date.
It is expected he will remain in Fairmont,
but he is quitting show business. Frank J.
"Bud" Thomas, Pittsburgh, licenses and books
for the Lee Theatre.
WEST VIRGINIA
Ceveral dozen exhibitor and distributor
friends of Charles Dortic staged a party
for him at the Bridgeport Pike restaurant of
the Ellis Drive-In, Clarksburg area. It was a
goodbye and best wishes affair honoring the
longtime Pittsburgh film salesman with Columbia.
He has joined Warner Bros, at
Cincinnati.
Sarnoff Reports Election
Of NBC Vice-Presidents
NEW YORK—The National Broadcasting
Co. has elected four- new vice-presidents,
according to Robert W. Sarnoff, president.
They are Charles H. Colledge, facilities operations;
Jerry A. Danzig, radio network
programs; William R. Goodheart jr., television
network sales, and William K. McDaniel,
radio network sales.
At the same time. Earl Rettig, vice-president
in charge of TV network services, was
made vice-president and treasurer of NBC,
and Joseph A. McEtonald, treasurer, was
made assistant general attorney.
r
36
SAM FINEBERG
TOM McCLEARY
JIM ALEXANDER
84 Van Braam Street
PITTSBURGH 19, PA.
Phone EXpren 1-0777
Mofin Art Bttttr Tli*ii E>ir - Hew*! Veuf Eoulointtitf
J. N. Archer to Manage Tyler
MIDDLEBOURNE, W. VA.—The Tyler
Theatre here, long dark, will be reopened
under the management of Joseph N. Archer.
To Reopen at Fairview, W. Va.
PAIRVIEW, W. VA.—The Fairview Theatre,
closed several years, is prepared for
reopening by James Fletcher.
WANT TO SELL OR LEASE
YOUn >R DRIVE-IN THEATRE?
(Hove buyera wolting)
"MORT ENGLAND"
85 Vin Braam St. Plttsburoh 19, Pi. AT 1-1760
Llcrmrd Ttifatrr Broktr Corrapondrnce ConfldwitUl
BOXOFFICE October 20, 1956

—
. . George
. . Secretary
PHILADELPHIA
T ove Me Tender," the first Elvis Presley film,
is scheduled to open here around Thanksgiving
. . . John Turner resigned as mideciiStern
division manager for United Artists
. . . Cecil B. DeMille, producer of
"Ten Commandments," was in town to help
promote the forthcoming opening here . . .
Goldman Theatre is bringing back "Fantasia"
as a tribute to the Philadelphia orchestra.
The film, which will open November 1, was
made by the local orchestra.
Bernard Haines, 51, Sellersville theatre operator,
was indicted before a federal grand
jury for evading some $10,600 in income taxes
from 1950 through 1953. Haines filed tax returns
showing an income of $15,509 during
the foui'-year period, on which he declared
taxes due of $831, according to the indictment.
The government contends his income
was $59,914, on which tax was due of $11,438.
An accompanying indictment also charged
Haines with attempting to defraud the government
of admission taxes of $530 due at his
theatre, the Selvil in Sellersville, in 1953. He
formerly operated a di'ugstore, known as Bernard's
pharmacy, at 16th and Wallace streets.
Herman Comer has returned to Stanley
Warner as assistant to ad-chief Birk Binnard
. . . William Holden was in town to help
promote "Toward the Unknown," which
opened at the Goldman . . . MGM has moved
into RKO's old quarters. It expects to make
use of RKO's projection booth . . . William
Goldman, the exhibitor, is now a director of
Philadelphia Central City Redevelopment
Corp.
Basil's Broadway Theatre
Scene of Teenage Melee
BUFFALO—A call for "the riot squad"
sent two police cars to Basil's Broadway
Theatre early the other evening. Boys were
fighting over girls while watching a twin bill
consisting of "Massacre" and "Abdullah's
Harem." There were several other clashes
during the matinee. There is no riot squad
in the police department but precinct cars
were dispatched. The trouble was over when
they arrived and no action was taken.
James W. Redd, chief usher, said 30 or
40 boys and girls in their midteens were
milling around the left center of the orchestra
section during the battle. Earlier a boy
ran up the aisle and out the front door with
a straight razor in his hand. Redd said.
Those injured in the fights slipped out side
exits.
"We had five fights during the afternoon,"
said Redd, in charge in the absence of
Manager Harold C. Murphy. "The boys were
fighting mostly over girls or to see who
would be head man. Some of them had been
drinking."
The call for "the riot squad" was made
by a cashier while Redd and other employes
were trying to quiet the crowd.
Atlantic City Asks One
House Open for Winter
ATLANTIC CITY—Mayor Joseph Altman
on Monday (15) suggested to the Atlantic
City Hotel Ass'n and the Chamber of Commerce
that a conference be called with motion
picture operators to see what can be
done about keeping at least one theatre on
the city's eight-mile boardwalk open for the
winter.
At present, all Boardwalk theatres are
closed. Last year all houses closed in January.
This marks the first time that this
resort has gone without Boardwalk theatres
this early in the fall.
Mayor Altman said he has received many
complaints from businessmen and visitors.
One hotelman reported that an official of
the American Hardware Dealers Ass'n (5,000
delegates and up) complained about the situation.
The convention biu-eau suggested that
perhaps a way might be found to open the
theatres for conventions such as Dairy Industries
October 28 (26,000 delegates); N. J.
Education Ass'n, November 7-10 (12,000 delegates)
; American Health Ass'n, November
11-16 (4,500), and school administrators in
February (20,000).
BALTIMORE
yack Fruchtman, head of Fruchtman Theatres,
was in the local spotlight since he
hosted a preview of "The Ten Commandments"
on Tuesday evening, and played host
on Friday at a luncheon in honor of Cecil
B. DeMille at the Sheraton Belvedere. The
preview was attended by Mayor Thomas
D'Alesandro Jr., members of the city council,
state and city officials, leading members of
the clergy, and civic and business leaders.
. .
Willard Shoffer has resumed duties as
manager of the Film Center after supervising
remodeling of the Little Theatre . . .
Frank Hurley of the boxoffice staff for "Oklahoma!"
attended the season's opening of
the Vagabond Arena Theatre with "Idiot's
Dehght" . Jack Bender of the New Theatre
staff, and wife have adopted the former's
niece, Joy Bender . . . Fred Perry, owner of
the Cameo and Edgemere, was in Washington
on business . . . George Hendrick, manager
of the Mayfair, spent his day off visiting
friends in Philadelphia.
Caryl Hamburger, publicity director for
"Oklahoma!" returned from a Mexican vacation
. . . Mike Weiss of Paramount films
was in town in advance for "War and Peace."
Disney Film to Sutton
NEW YORK—Walt Disney's "Secrets of
Life," the newest True-Life Adventure feature,
will open at the Sutton Theatre following
the current "The Grand Maneuver." The
Buena Vista release was produced by Ben
Sharpsteen with a print by Technicolor and
final reel in Cinemascope.
WASHINGTON
•pxarryl F. Zanuck and his son Richard visited
the President at the White House last
Friday. On Saturday, Zanuck left via BOAC
for Grenada, B.W.I., where he will make
"Island in the Sun" for 20th-Fox . . . Manager
Ira Sichelman went to Baltimore . . .
Booker Sara Young was out sick with a cold
for several days .
Sullivan, RKO
booker, and his wife Edith celebrated their
silver wedding anniversary on Wednesday,
then on Thursday George celebrated a birthday
Local F-13 executive board held its
. . . monthly meeting Thursday.
MGM Manager Herb Bennin was in Roanoke
. . . Alice Reighly wound up her vacation
in Emergency Hospital where she
Booker Jack
Manager
underwent throat surgery . . .
Dean was out sick . . . Universal
Harold Saltz was in Richmond . . . Paramount
booker, Mrs. Willie Benick, was out sick with
a cold . . . Sam Galanty, Columbia district
manager, was out of town . . . Manager Ben
Caplon went to Richmond .
Mrs.
Jimmy Finney, vacationed in Boston.
United Artists branch operations head Jules
Chapman visited the local branch . . . Warner
Bros, booker Sadie Bowles is vacationing . . .
Aileen Railey is holding down a parttime job
at the Ben Lust Theatre Supply Co. . . .
Francis Leland made a trip to Rehoboth
Beach, Del. . . Exhibitors seen on Filmrow
.
included Tom Halligan, Joe Walderman,
Walter Gettinger . . . Mrs. Norma Storty,
wife of Francis Storty, Storty Theatre circuit,
is in Georgetown Hospital where she underwent
surgery.
Festival to Distribute
'Don Giovanni' Film
NEW YORK—Festival Productions, Inc.,
a new distributing firm, will handle the fall
release of "Don Giovanni," a filming of the
Salzburg Festival presentation of Mozart's
opera, for the United States and western
hemisphere as agents for Harmony Films, according
to Capt. I. R. Maxwell, president of
Festival.
Dr. Paul Czinner directed during a performance
of the opera at the Max Reinhardt
Theatre with William Fuertwangler conducting
the Vienna Philharmonic Orchestra and
the chorus and ballet of the Vienna State
Opera House. Cesare Siepi, star of the
Metropolitan Opera, and Lisa Delia Casa,
Otto Edelman, and Erna Berger portray and
sing in Italian.
The picture has already played in London,
Berlin and Edinburgh and received a single
invitation performance at Carnegie Hall,
New York C.ty, last spring. Key city showings
are being set and local concert managers
in the U.S. and Canada will cooperate.
Jack Myers is general sales manager for
Festival.
JonnoJM^
K,jmm:'
BOONTON, N. J.
Large Core
Greater Crater Area
means
MAXIMUM LIGHT
Evenly Distributed :
in W. Va.—CHARUSTON THEATRE SUPPLY, 506 Lee Street, Charleston,
West Virginia—Dickens 4-4413
in Pa.—NATIONAL THEATRE SUPPLY, Phila. Tel. Locust 7-6156
SUPERIOR THEATRE EQUIP., 311 North 13th Street, Philadelphia
7, Pennsyivonia—Rittenhouse 6-1420
PROJECTOR CARBON Co., Tarentum Tarentum 2341
BOXOFFICE : : October 20, 1956 37

RESEARCH BUREAU
^(Md(M> ^C^iOnt
—— By A.NTHONY GRUNER
for
AAODERN THEATRE PLANNERS
ENROLLMENT FORM FOR FREE INFORMATION
The MODERN THEATRE
PLANNING INSTITUTE
825 Van Brunt Blvd.
Kansas City 24, Mo.
Gentlemen:
10-20-56
Please enroll us in your RESEARCH BUREAU
to receive information regularly, as released, on
the following subjects for Theatrp Planning:
D Acoustics
n Air Conditioning
D Architectural Service
n "Black" Lighting
D Building Material
n Carpets
D Coin Machines
D Complete Remodeling
n Decorating
n Lighting Fixtures
Plumbing Fixture*
q Projectors
D Projection Lamps
n Seating
D Signs and Marquees
^ Sound Equipment
Television
D Drink Dispensers D Theatre Fronts
D Drive-In Equipment D Vending Equipment
D Other Subjects
Th*atT«
Seating Capacity
Address
City
State
Signed
Pottage-paid reply cards for your further convenience
in obtaining information are provided in The MODERN
THEATRE Section, published with the first luut of
•och month.
QN SATURDAY, October 27, the British
Republic Organization will be six years
old. On Monday (8) two weeks away from
this anniversary the Soho headquarters of
the company was practically deserted prior to
its closure as a major renting company. Only
a few of the remaining staff, including managing
director Vic Green, general sales manager
Lionel Clyne and publicity director
Gerry Fernback, were left. Of the 131 Republic
staff, about 50 per cent are expected
to be absorbed into Fox, Jimmy Pattinson,
the British Fox chief said last week. The
remainder may get posts in the other major
renting organizations. Fortunately, the sales
force was comparatively small, a total of 21,
but not all these men have been able to find
corresponding positions within the industry.
Green, however, has gone out of his way to
praise the efforts of his fellow renters who
are each in one way or another attempting
to provide jobs for some of the former Republic
employes.
* * *
Nat Cohen, Anglo Amalgamated's go-ahead
chairman, can speak with real confidence for
the future. In six years since he and his
partner, Stuart Levy formed this productiondistribution
company, profits have increased
almost 700 per cent. Nat's tieup with American
Releasing Corp. has resulted in the coproduction
of between six to eight British
features, in addition to 12 ARC features and
his popular British Scotland Yard featurettes.
Thus, with something like 20 features a year
available to U. K. exhibitors, Anglo Amalgamated
is second as a British renter productwise
only to the Rank Organization. During
1957 Cohen hopes to make eight top features
plus four to six Scotland Yard featurettes
and will receive at least 12 "if not
more films from my American partners with
emphasis on action."
¥ * *
The popularity of foreign films is spreading
throughout London and, indeed throughout
the country. Last week, the Cameo News
Theatre changed its name to the "Cameo
Royal" and exhibitor Charles Brown, aided
by Miracle Films publicist Tony Tenser,
turned this neat httle theatre into a showman's
dream. The occasion was the premiere
of Brigitte Bardot's film "Mam'selle
Striptease." French star Nadine Tallier arrived
to open the theatre personally as guest
of honor at this "Continental" film premiere.
Many European ambassadors, plus a host of
television and screen stars, attended the
opening while large crowds milled around
Leicester Square all agog at what was a tsrplcally
"French" first night.
* * *
The British production team of Ivan Poxwell
and Guy Hamilton, responsible for "The
Intruder" and "The Colditz Story," have selected
its next film subject which it considers
to be of "special International appeal."
The title Is "Manuela" and is based on William
Wood's best selling novel. Producer Foxwell
has selected Elsa Martlnelli, Trevor Howard
and Pedro Armendariz to head the cast,
while Hamilton will direct. The story is described
as a passionate drama between a
tough merchant skipper, played by Howard
and his engineer—Armendariz, both in love
with a young Eurasian girl. Italian-born
Martinelli plays the title role—a 17-year-old
half-caste widow who is smuggled aboard
Howard's merchant ship. Poxwell claims that
"Manuela" is the most adult approach to a
passionate love story to go into production
in Britain for a long time. Most of the
shooting will take place in southern Spain
and interiors will be filmed at Shepperton
studios. Martinelli and Armendariz arrive in
London shortly before flying to Spain for the
main shooting.
« * «
The Cinematogi'aph Exhibitors Ass'n has
turned down the government's proposal for a
statutory British Film Production Fund and
has called on the Cabinet to finance the Fund
direct from entertainments tax without government
supervision. The exhibitors intend
to launch a vast campaign against the introduction
of a statutory levy, "particularly
under existing taxation conditions." Ellis
Pinkney, general secretary of the CEA, says
that a deputation from his Association will
be calling on the Board of Ti'ade to voice their
condemnation of the government scheme.
* * *
The CEA's view is that a compulsory Eady
scheme fails to get at the fundamental problems
facing the industry—the high level
of entertainments tax. If, on the other hand,
the government decides to give sufficient entertainments
tax relief and, at the same time,
go ahead with its statutory levy plans, the
CEA will tell the Board of Trade that they
would prefer the levy to be on the basis of
seats sold with one important reservation:
the amount of levy should be calculated on
the amount of the net admission price, ultimately
left with the exhibitor. In short, the
CEA is seeking to establish a principle in
which exhibitors with small takings and those
whose cinemas are operating at a loss, are
given some assistance.
* * *
Harold MacMillan, Chancellor of the Exchequer,
did very well out of the film industry
in August. Entertainments tax collections for
that month were the highest for any corresponding
period dm'ing the last two years.
The figure was £3,634,000, an increase of
£186,000, compared with August 1955 and a rise
of more than £1,046,000, compared with July
of this year. This healthy increase reflects
the strong uptrend in business, which started
during the bad summer and it is still going
strong. The excellent product now available
to exhibitors is causing even the most
pessimistically minded theatre owners comfort
and joy. The only question they ask is:
"How long will this boom last?"
* * *
The tradepress was invited to the Odeon,
Marble Arch, last week to view the new
Harkness widescreen developed by Rank Precision
Industries, which almost eliminates
the problem of loss on picture brightness on
widescreen. The new screen has the brightness
of aluminum with the advantage of a
matte surface. It is understood that a few of
these new screens are already in. operation
in the U. S. The demonstration given at
the Odeon was most successful and showed
that the Harkness screen remains white at
all angles, has no picture greyness, gives
maximum reflection and proves adequate for
all
ratios.
38 BOXOFFICE :
: October 20, 1956

NEWS AND VIEWS OF THE PRODUCTION CENTER
(tiollywood Office— Suite 219 at 6404 Hollywood Blvd., Ivan Spear, Western Manager)
pallyhoo Ball Prize
is
Trip io Acapulco
HOLLYWOOD—If during the next week
16 drum beaters of the film capital are a bit
egligent in flooding the mails with their
'tisual respective loads of trivia about motion
pictures, it's possibly because so much of
their attention—and copy paper, incidentally
—was devoted to their First Annual Ballyhoo-
Ball, scheduled to be given October 27 at the
new Paramount Sunset studios.
Eight hundred newspapermen and women,
publicists, actors, actresses and studio executives
are expected to attend the affair, which
will be a combination of dance and carnival,
with door prizes and special awards for the
most imaginative costumes.
Actresses Kathy Marlowe and Barbara Wilson
will be the official ballyhoo ball barkerettes.
They have been selected by the publicists
association as two of the shapeliest,
most attractive and personable starlets in
Hollywood today.
An entire sound stage will be converted
into a simulated circus tent, complete with
concessions, cotton candy and caliope.
Jerry Lewis has been invited to perform at
the ball and select the winner of the best
costume award. It is also expected Lewis will
present the prize.
Everyone who attends will be eligible to win
the grand prize, an all-expense week for two
people to Acapulco, Mexico. There will be
five other special door prizes to be given to
holders of lucky number programs. These
and the grand prize will be awarded whether
or not the winner is in costume. Five prizes
will be given for the most imaginative costume
worn by a girl. Hve prizes will go to
the five men in most imaginative costumes.
Ballyhoo ball committee members from PA
are Joel Preston, Vance King, Nat James,
Clarey Barbiaux, Stan Margulies, Walter
Compton, Ken Carter, Dan Thomas, Rick Ingersoll,
Betty Lamm, Arnold Carr, Len Weissman,
Mort Lickter, Max Melincoff, Tom Carlile,
Tony McLean, Chuck Panama, Jack
Granara, and chairman Julian Myers.
To Cast 'Missouri Traveler'
HOLLYWOOD — James Ryan, has been
signed by Producer Patrick Ford to handle
casting of Ford's upcoming C. V. Whitney
Pictures "The Missouri Traveler."
Constance Ford to 'Bailout'
HOLLYWOOD—Constance Ford has been
pacted by Bill Thomas and Howard Pine for
a leading role in their Air Force drama for
United Artists release, "Bailout At 43,000."
International Coverage of 'Giant' Bow
Given by 41 TV and Radio Programs
HOLLYWOOD — Extensive television
and
radio coverage was given the premiere of
Warner Bros.' "Giant" Wednesday night (17)
at Grauman's Chinese Theatre. Forty-one
domestic and foreign TV-radio programs carried
the event to far corners of the world.
Art Linkletter presided as master of ceremonies,
while George Wolf interviewed celebrities
as they left the theatre.
Throughout the forecourt ceremonies Dimitri
Tiomkin's film score was piped through
public address systems.
To greet arriving luminaries, Peggie Castle,
Jeff Donnell, Lori Nelson and Joan Vohs
were selected as hostesses.
Multiple red and blue arc lights were installed
on the buildings opposite the Chinese
reflecting on the theatre's exterior during
prepremiere festivities.
Among the celebrities attending were:
Anna Maria Alberghetti Jeanette MacDonald
June Allyson Frank Lovejoy
Dona Andrews Mercedes McCambridge
Desi Arnaz Marie McDonald
Lucille Ball
Anne Baxter
Fred MacMurray
Gordon MacRae
Edgar Bergen Karl Maiden
Jacques Bergerac Dorothy Malone
Ann BIyth Jayne Mansfield
Ernest Borgnine Dean Martin
Scott Brady Groucho
Billie Burke Virginia
Marx
Mayo
Jeff Miller
Joan
Chandler
Caulfield Lauritz Melchior
Ann
Charles Coburn Ricardo Montalban
Ben Cooper Patricia Morrison
Jeanne Croin
George Murphy
Robert Cummings George Nader
Laraine Day
Sheree North
Yvonne DeCarlo
Maureen O'Hara
Brian Donlevy Jock Palance
Irene Dunne Fess Parker
Leo Durocher Anthony Perkins
Henry Fonda Dick Powell
Glenn Ford Eleanor Powell
Clark Gable
Gene Raymond
Kathryn Grayson Donna Reed
Van Heflln Ginger Rogers
Charlton Heston Cesar Romero
Rock Hudson Ann Sheridan
Tab Hunter Rod Steiger
George Jessel Mark Stevens
Shirley Jones
Claire Trevor
Danny Kaye
Robert Wagner
Howard Keel Barbara Whiting
Peggy King
Margaret Whiting
Peggy Lee' Chill Wills
Jerry Lewis Shelley Winters
Samuel Goldwyn accepted chairmanship of
the motion picture committee which plans
to pay tribute to producer-director William
Wyler at the invitational debut of his latest
production, Allied Artists' "Friendly Persuasion,"
scheduled for Tuesday (30) at the
Fox Wilshire Theatre.
In connection with the bow, a contest has
been launched in the Los Angeles Herald &
Express to find "Mr. Disc Jockey of 1956."
Trophies will be given the three winning
platter-spinners, and tickets to the premiere
and other prizes will be awarded those who
write the best letters on why their favorite
disc jockey uses "Friendly Persuasion" on
his show.
* * *
Mail orders are now being accepted for the
Los Angeles engagement of "The Ten Commandments,"
scheduled to open November 15
at the Stanley Warner Theatre in Beverly
Hills. Following the invitational debut the
previous night, it will be shown on a twicedaily
basis.
Yvonne DeCarlo, who stars in "Commandments,"
plans to fly to New York next month
While
for the world premiere of the picture.
in Gotham, she is scheduled to make several
television appearances to exploit the film.
* * *
RKO has planned three world premieres
during the latter part of October. "Tension
at Table Rock" was scheduled to make its
bow Wednesday (17) at the Stanley Theatre,
Pittsburgh, with Richard Egan making a personal
appearance. Dual debuts are slated
for "The Brave One" at the Four Star in Los
Angeles and the Stage Door in San Francisco
Friday (26). "Death of a Scoundrel" will be
launched with a Texas-Oklahoma area premiere,
spearheaded by the Aztec Theatre, San
Antonio, on Wednesday (31). Personal appearances
in seven cities are being planned
for Zsa Zsa Gabor.
* * •
"Shake, Rattle and Rock," a Sunset Production
for American International Pictures
release, has been set to make its bow Wednesday
(31) at the RKO Keith Theatre, Washington,
D. C. The teenage musical stars Lisa
Gaye and Touch Connors, with Fats Domino
making his feature film debut. It will be released
as a program package with "Runaway
Daughters."
Air Force Recruiting Unit
Will Help 'Persuasion'
HOLLYWOOD—Allied Artists and the Air
Force recruiting service have completed arrangements
for a joint campaign to promote
Air Force recruiting and "Friendly Persuasion"
in eight western states. The program,
which will call for extensive use of radio
transcriptions and television spots and window
posters, will be centered in California,
Arizona, Nevada, Washington, Oregon, Utah,
Idaho and Wyoming. Campaign will be
geared to "Try Friendly Persuasion" theme
as a boost for enlistment in the west.
BOXOFFICE :
: October 20, 1956 39

I^TS SELL 'EM—Vniversal-International's east and west coast ad-publicity
executives are shown in one of tlie sessions of tlieir weelt-long conference at tlie
studio to set promotional plans for the company's forthcoming important releases.
Photo shows left to right (seated) James Raker, studio advertising department
head; A. Alike Vogel, west coast field representative; Herman Kass, eastern exploitation
manager; Jeff Livingston, eastern advertising manager; Jack Diamond, studio publicity
director; Clark Ramsay, executive assistant to vice-president David A. Lipton;
Lipton; Charles Simonelli, eastern advertising and publicity department manager;
Philip Gerard, eastern publicity manager; George Lait, assistant studio publicity
director; Louis Blaine, studio foreign publicity head; Ben Katz, midwest ad-publicity
representative; and Robert Gillham, vice-president of Cunningham & Walsh, U-I's
advertising agency; (standing) Archie Herzoff, studio advertising and promotion manager;
Harry Niemeyer, studio publicity department editor; and Jack Granara, studio
tieup head.
Screen Actors Guild
Election November 9
HOLLYWOOr>—The Screen Actors Guild
will hold its annual membership meeting
Nov. 9 at the Academy Theatre. Ballots for
the annual election have been distributed to
SAG card-holders.
Only two candidates were nominated by independent
petition this year: Jud Conlon for
the board on the Class A ballot, and Louis
Hart, Class A-J.
Nominations by the official nominating
committee are: officers, one-year terms:
president, Walter Pidgeon; first vice-president,
Leon Ames; second vice-president,
Etena Andrews; third vice-president, Howard
Keel; recording secretary, Robert Keith; treasurer,
George Chandler. Board members,
three-year terms: Jackie Cooper, Wendell
Corey, Tony Curtis, Ruth Hussey, John Lund,
Donald O'Connor, Verne Smith, Georgia
Stark, Craig Stevens, William Walker, Bill
Williams. A-J board members, three-year
terms. Jack Mower, Eve Novack.
The guild calls attention that the Unemployment
Insurance Appeals Board of California
has just rendered a decision confirming
previous practice that, for the purpose of
unemployment insurance eligibility, television
re-run fees constitute wages and that such
wages are held to have been paid to the
actor on the day and in the week In which
the residual check is received by him.
To Script
'Fraulein'
HOLLYWOOD—Leo Townsend has been
signed by 20th-Fox to script "Fraulein" from
James McGovern's novel. It will be produced
by Walter Reisch Instead of Samuel
O. Engel as originally announced.
To Write 'Bop Girl'
HOLLYWOOD — Rlk Vollaerts has been
signed by Bel-Air Productions to write the
screenplay of "Bop Girl," released through
United Artists, with Howard W. Koch producing.
MCA Companies Distribute
Stock to Executives
HOLLYWOOD—Another in a series of common
stock distributions, representing ownership
in the MCA companies, was announced
by Jules C. Stein, chairman of the board.
New allocations were made to the following
11 officers of MCA: DeArv G. Barton,
William Beutel, Ervin J. Brabec, Albert Dorskind,
John W. Findlater, Louis N. Friedland,
Walter A. Hanley, Edd Henry, Jennings Lang,
Herbert Stern and Cecil
Tennant.
This distribution increased the total number
of executives now owning MCA stock to
42, in addition to the trustees who own MCA
common stock for the benefit of all participating
employes.
Femmes to 'Pay Devil'
HOLLYWOOD—Colleen Miller and Barbara
Lawrence will costar with Jeff Chandler
and Orson Welles in U-I's "Pay the Devil."
Miss Miller will portray Welles' daughter
whose sympathies are with Chandler in his
attempt to make law replace Welles' ruthless
domination of a western town. The role
of Chandler's wife went to Miss Lawrence.
Title
Changes
"The Marshal of Independence" (WB) to
SHOOT OUT AT MEDICINE BEND.
"Cast La Guerre" (WB) to LAFAYETTE
ESCADRILLE.
Ralph Ferrin Joins SPG
HOLLYWOOD—Ralph Ferrin,
co-producer
of "Andy's Gang" television series, has Joined
the Screen Producers Guild, bringing SPG
membership total to 180.
Peter Baldwin to 'Star'
HOLLYWOOD—Paramount player Peter
Baldwin will relaunch his screen career, after
serving In the Navy, with a role in Perlberg-Seaton's
"The Tin Star."
West: Harry Cohn, head of Columbia
studios, returned from New York, where he
was visiting the home office, attending a
board meeting and setting details on future
productions.
* « •
West: William Dozier, RKO's production
chief, flew to Tokyo and thence to Kyoto to
view the first rushes of "Escapade in Japan"
and confer with producer-director Arthur
Lubin, who is filming the picture in Japan.
* * *
West: George Stevens, accompanied by his
son George jr., was expected to arrive from
New York, where he attended the premiere
of "Giant" in Gotham and appeared on the
Ed Sullivan TV Show.
* * *
West: George Abbott and Robert Griffith
were scheduled to arrive from Manhattan to
join Frederick Brisson at Warner Bros, where
they will jointly produce "The Pajama Game."
* * •
West: Writer Ben Hecht returned from
New York and went directly into huddles
with David O. Selznick to complete the final
draft screenplay of "A Farewell to Arms."
* * *
West: John H. Burrows returned from
Gotham and resumed preparation of "Proving
Ground," his first independent production.
* * *
East: Jack Goodford, UFA New York director,
has returned to his home base after
spending several days at UPA's Burbank
studio, working on the story and preproduction
of a color entertainment film for Coca-
Cola.
* * *
East: Robert Blumofe, west coast vicepresident
for United Artists, flew to New
York, where he planned to attend the world
premiere of "Around the World in 80 Days."
Following the event, he expected to leave for
a vacation in South America, accompanied
by his wife.
* • •
West: Producer Edwin H. Knopf sailed
from France following completion of MGM's
"Harvest Thunder." Members of the cast, including
topliners Pier Angeli, John Kerr and
Mel Ferrer, returned to Hollywood via plane.
* * «
West: C. V. Whitney, who heads the filmmaking
outfit bearing his name, arrived from
Paris for conferences on "The Healing Woods"
with Producer Robert L. Bendick and scripter
Eleanor Griffin. While here, he also planned
to confab with Merian C. Cooper, production
vice-president, on "The Valiant Virginians,"
and with Producer Patrick Ford on "The
Missouri Traveler."
John Horton to Aid
HOLLYWOOD—John Horton, production
aide at U-I studio, has had his duties extended
by Edward Muhl, vice-president in
charge of production. In addition to his
executive role at the filmmaking plant,
Horton will handle the production reins on
"The Boy Prom Korea," true life story of a
Korean orphan, Joseph Anthony.
40 BOXOFFICE :
: October 20, 1956

MPPC Annual Drive Set
To Kick Off October 23
HOLLYWOOEX—October 23 was set as the
kickoff date for this year's Motion Picture
Permanent Charities drive. According to
Carl Cooper, 13,183 labor subscribers to the
Fair Plan have subscribed $40,700 more than
did 11,183 subscribers for the same period last
year. Cooper is labor representative on the
MPPC board of directors.
Labor's contribution so far this year is
$387,700 as against $347,000 for the corresponding
period last year, averaging $29.41
per man for back lot workers. Altogether,
$1,161,000 was collected last year.
Jerry Lewis, this year's drive chairman, has
Iready announced that, following the camaign
practice which proved so successful
last year, no dollar goal is to be set this year
t
either. It is hoped that, instead, a total of
24,900 subscribers may be reached this year
against last year's 22,399.
^s a
A. 'Bill' Pierce Joins
-I Production Staff
HOLLYWOOD—A veteran of many years
in the motion picture industry, William A.
"Bill" Pierce has joined U-I in an executive
capacity. He will function as a production
I,.
aide, working closely with James Pratt, executive
manager.
Pierce was associated with Charles A.
Rogers for 14 years as an executive assistant
and associate producer and also served as
associate producer to Irving Briskin at Columbia
for several years.
Helmut Kautner to Meg
'Too Young' for U-I
HOLLYWOOD—As the first picture under
his recently signed multiple-picture contract
with U-I, Helmut Kautner, German director,
has been assigned to direct "Too Young,"
based on Patricia Joudry's play, "Teach Me
How to Cry." Kautner now is at U-I conferring
with Alfred E. Daff, executive vicepresident;
Edward Muhl, vice-president in
charge of production; Producer Ross Hunter,
and Edward Anhalt who is writing the
screenplay for "Too Young."
To Film 'Black Beauty'
HOLLYWOOD—"Courage of Black Beauty,"
planned by Producer Edward L. Alperson for
both theatrical release and a television series,
will be made initially as a feature. No release
has been set for the equestrian story,
which will be filmed in Eastman Color and
widescreen under the direction of Harold
Schuster.
Widmark Leaves 'Bus'
HOLLYWOOD—Due to conflicting assignments,
Richard Widmark has withdrawn from
the starring male role In 20th-Fox's "The
Wayward Bus." Hence the starting date of
the Charles Brackett production has been
postponed a month.
Role to Wayne Mallory
HOLLYWOOD—Wayne Mallory, brother of
Guy Madison, drew a featured role in Brady-
Glasser's "The Man From Abilene," Scott
Brady starring picture for Regal Films and
20th-Fox release.
vv OBERT LIPPERT chooses to call them
IVf pictures made at a price. That they
are. But they can also be designated
as the rebirth of the "Bs." Moreover, their
advent is frought with
significance and could
have a far-reaching
effect on the future of
production as well as
exhibition.
Lippert, as everyone
knows by now, is
fundamentally a theatreman,
head of a
substantial circuit of
70 motion picture
houses operating
Robert Lippert
throughout California
^nd Oregon. For approximately
the last decade he has been devoting
a good portion of his time to the
additional activity of producing films. While
he never attained major league status as a
fabricator of theatrical pictures, the product
that was spawned under his various trade
marks enjoyed reasonably impressive and
widespread bookings; and, more importantly,
they never lost money for anyone—most
especially Lippert.
During recent seasons and for assorted
reasons that have been sufficiently publicized
to preclude the necessity of repetition, he has
been comparatively inactive on the production
front.
Some several months ago, Lippert approached
Spyros Skouras, chieftain of 20th
Century-Fox, and, talking as an exhibitor,
convinced him that the middle bracket theatres
of the nation were doomed to further
extermination unless something was done by
the major producers and distributors of film
fare to alleviate the product shortage that, in
his opinion, has been the most dangerous
threat to smaller city and subsequent run
houses.
Lippert's pitch to Skouras for the financing
of a program of moderately budgeted action
pictures projected a triple-pronged appeal,
holding that by so doing, 20th-Pox would
benefit itself and the trade in general for
three reasons, as follows:
1) It would materially help the exhibitor
by salving to some extent at least
the above-mentioned sore of product
paucity.
2) It would return to the company a
satisfactory profit on the monies invested
in the features.
3) It would prove of incalculable help
to the 20th-Fox sales organization in
securing for the company the bookings
and terms necessary to make profitable
the sometimes stratospherlcally-priced
biggies on the company's own comparatively-restricted
program. This would
be accomplished, he contended, through
the simple expedient of teaming one of the
pictures-made-at-a-price features with
one of the mastodons and offering them
as a package tandem bill.
Skouras was quick to recognize the logic
of the Lippertlan analysis and commissioned
"
Hallowe'en tradeshowing of 'The Vndead '
irrepressible Robert to launch the program for
which he was plumping. So Lippert masterminded
the organization of Regal Films, in
which company E. J. Baumgarten, also the
head of Associated Film Releasing Corp., was
installed as president. Lippert then stepped
aside to function only in an advisory capacity.
Regal pictures will be distributed by
20th Century-Fox, and it plans to make 16 of
them during its first year in business. As a
result of this activity, 20th-Fox has announced
that in the 1956-57 season, it will
have a lineup in excess of 40 features to offer
showmen instead of the 20 to 30 that would
have otherwise constituted its program.
Regal already has finished five of its initial
yearly schedule. The first of these, "Stagecoach
to Fury," was recently unfurled for
tradepress film reviewers, and was generally
and generously accorded the praise that it
richly merited.
Lippert contends that the deal cooked up
between Skouras and himself is very likely
to establish a pattern that will promptly attain
industrywide proportions; that within a
comparatively short time the other major
companies will follow 20th-Fox's example. If
so, he says, the one big and only necessary
step will be taken toward solving the most
drastic problem of showmen—the strangling
shortage of acceptable pictures.
He feels that there is nothing wrong with
the exhibition branch of the business—including
the competition of television—that a
steady and satisfactory flow of pictures cannot
remedy. And, what's more, he's backing
up his judgment with his bankroll. He has
recently completed and opened a new, de
luxe addition to his chain, the La Habra
Theatre in suburban La Habra, which is being
managed by his son, Robert jr. Additionally,
he is currently awaiting the necessary building
permits to construct more showcases in
the mushrooming San Fernando Valley.
Only the future can reveal whether or not
Lippert's pictures-at-a-price theory will prove
to be the Moses destined to lead the industry
out of its present wilderness. But while the
answer is being worked out, those showmen
admittedly being hobbled by the product
shortage will be doing themselves a service
by dusting off their red carpets for Regal
Films.
Macaber intelligence from Alex Evelove
that one of his clients, producer-director
Rosier Corman, "is scouting Los Angeles cemeteries
for one with a crypt . . . large enough
to accommodate . . . press seating for a
If all else fails, there's always Anxious
Alex' office.
ADD THIS-WE-GOTTA-SEE
DEPARTMENT
Buddy Adler reportedly is attempting to
costar Elvis Presley and Jayne Mansfield in
a planned 20th Century-Fox opus.
If this casting comes off, theatregoers will
see more curves than during the last game of
the world series—but not so many home runs.
BOXOFFICE : : October 20, 1956 41

—
—
—
——
—
—
—
—
Fourth Week of lust for Life
In Los Angeles With 225 Per Cent
LOS ANGELES—Although local theatremen
feared last Friday's (12) highly exploited
telecasting of "Thirty Seconds Over Tokyo"
might damage first run business, quite the
contrary was true. Not only were grosses
generally healthy, but some houses reportedly
had better-than-average takes on the night
they competed with the MGM feature on television.
The same three holdovers continued
to chalk up the heaviest grosses on the local
scene. "Lust for Life" led with 225 per cent
in its fourth week. "War and Peace" moved
from third to second place, chalking up 165.
(Average Is 100)
Chinese The Best Things in Life Are Free (20th-
Fox), 3rd wk 1 25
Downtown Paramount, Vogue, Wiltern Toward
the Unicnown (WB); A Cry in the Night (WB). .130
Egyptian, United Artists—-Oklahomol (Magna),
47th wk 70
Fine Arts ^Lust for Life (MGM), 4th wk 225
Four Star—Storm Center (Col), 3rd wk 60
Fox Wilshire The Bod Seed (WB), 7th wk 70
Hawaii The Power and the Prize (MGM); No
Place to Hide (AA), 2nd wk 30
Hillstreet The First Traveling Saleslady (RKO);
The Deadliest Sin (AA) 60
Iris, Orpheum, Uptown The Boss (UA); Iris &
Uptown only Beyond a Reasonable Doubt
(RKO); Orpheum only Calling Homicide (AA). 80
Pontages Tea and Sympathy (MGM), 2nd wk. ..150
Poramount Hollywood War and Peace (Para),
8th wk 165
State The Flaming Teenage (Truman Ent.); Lost
Women (Truman Ent.) 1 00
Warners Beverly The Solid Gold Cadillac (Col),
8th wk 70
Warners Downtown, Hollywood Port Afrique
(Col); To the Ends of the Earth (Col), reissue. . 80
Warners Hollywood Cineramo Holidoy (Cinerma),
48th wk 100
San Francisco 'War' Opening
Scores Big 250 Per Cent
SAN FRANCISCO—"War and Peace"
opened at the Paramount with a blasting
250 per cent high, dwarfing the 150 earned by
the second week of "The Bad Seed." The
remainder of first run houses rated slightly
below average.
Fox—A Cry in the Night (WB); The Amazon
Trader (WB) 80
Golden Gate ^I've Lived Before (U-l); Great Day
in the Morning (RKO) 90
Paramount War and Peace (Para) 250
St. Francis The Bod Seed (WB), 2nd wk 1 50
United Artists Attackl (UA), 2nd wk 90
Worfield—Tea and Sympathy (MGM), 2nd wk 100
and 'Unknown'
'Lust'
Soar in Denver
DENVER—"Toward the Unknown" and
"Outside the Law" was big at the Paramount,
THEATRE
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80X0FFICE :
: October 20, 1956
43

SAN FRANCISCO
Patterson's newest business enterprise opened
recently for the showing of Mexican
films. The new theatre is situated in
the FDES Hall. Owned and operated by
Duke and Hazel Reese, the theatre has a
seating capacity of 400 and caters to the
Mexican nationals in the vicinity ... A new
contour curtain, wldescreen and all new projection
equipment were installed at the Larkln
for the presentation of "Rififi," which
opened FYiday (19) ... Hollywood luminaries
Internafional theater seats give your
patrons that "home-comfort" relaxed
feeling that brings them back
again and again.
HERE'S WHY . . .
—Best body-supporting spring seats
—Longest seat backs
—Most comfortable chair design
—Most easily maintained seats
... in the industry
For complete information about International
theater seats, write, wire
or phone our Western representative
—
Inteimountain
Theater Supply Co.,
264 East First South,
Salt Lake City 1, Utah
Phone: 4-7821
or . . .
%temationaf
^ SEAT
DIVISION OF
UNION CITY BODY COMPANY, INC.,
UNION CITY, INDIANA
visiting the city included Farley Granger
and Norma Shearer and her husband . . .
The Tahoe Theatre at Kings Beach closed
after a busy summer season. Mrs. Ervina
Shattuck said the theatre will reopen next
spring. The Brockway Theatre, operated by
Jack Neugebauer, is remaining open with one
show nightly.
Vandalism was reported by Vem Schwinn
at his Porterville Drive-In. Schwinn told
police someone tore down four posters from
the front of the theatre and took the fiber
backing on which they were posted. He said
the fiber board was valued at $20 . . . Variety
Tent 32 held its Harvest Moon dinner dance
Friday evening (19) at the new Village Theatre
restaurant. Sponsored by Coca-Cola,
the party was free exclusively for barkers and
their ladies, with a free dinner, dancing and
big-name show . . . Mel Hulling, Allied Artists,
is recuperating nicely from his golfing accident
and reports that enforced restrictions
have been responsible for his regaining his
girlish
figure.
CORRECTION—In error, Murray E. Gerson
was not given credit in the recent Variety
Club golf tournament for having shot 177
with a handicap of 105, for the runnerup in
the fourth flight, with a net 72. It was not
Ramsey Naify, as reported. Niafy shot a 195
with 110 handicap for a net 85. This reporter's
informant has been beaten to death with
a nine iron.
Jim Myers, Allied Artists manager, attended
a company managers meeting in
Chicago recently where discussion was held
on distribution of "Friendly Persuasion" . . .
Janet Rafferty is the new steno and Regina
Vaivads is the new gal in the booking
department at Allied Artists . . . Harry Spalding,
Lippert-Redwood circuit booking, is to
go to Los Angeles where he will script read
for Lippert productions.
Arthur Leino, Lemoore Theatre, Lemoore,
was a visitor to the Row. Others included
Otto Schmit, Vista, Rio Vista; Al Stanford,
Oaks Drive-In, Paso Robles; Emil Palermo,
Star, Stockton; Tony Bou, Marys Drive-In,
Mendota; Johnny and Sal Enea, Airport
Auto Movies, Oakland; Bob Patton, Calaveras,
San Andreas, and Uptown, Sonora;
George Stamm, Stamm Theatres, Antioch;
Paul Aglietti, Rio, Richmond; Prank James,
Rio, Morgan Hill, and Bruno Vecchlarelli,
Mountain View . . Alex Levin, Lyceum Theatre,
.
is in the Franklin Hospital . . . Johnny
Enea, Airport Auto Movies, is the father of
a baby girl. The Eneas also have two little
boys.
The Sequoia In Sacramento Is expected to
close shortly. There is a deal on to sell the
building and install a bowling alley. F. L.
Glroeano is the owner. He has taken over the
Studio in Sacramento from Ed Rowden, and
John Bowles will do the booking and buying
. . . William Baum, Valley, Anderson, Is remodeling
the front of the theatre . . . Andy
Moussa, WB auditor, came in from Los Angeles
to spend a few weeks at the local exchange
. . . Carol Hughes Is the new receptionist
at WB, replacing Lottie McMurdie, who
transferred to United Artists
here.
Fat Patterson was on an extensive trip
to the east and midwest . . . The Weed Theatre,
Weed, will no longer be booked by General
Theatrical after October 31. E. W. Landry,
owner, will do the booking and buying
. . . Janie Wenzler, Motion Picture Service
secretai-y is back at work. She said her daughter
Diane Kathleen, born August 1 weighing
eight pounds, now weighs 13 pounds.
The SMPTE convention in Los Angeles saw
quite a sizable group of local Pilmrowers in
attendance . . . Ralph Heacock, products
manager, RCA Theatre Equipment, was in
town, as was C. N. Batsel, RCA west coast
Howard Schultz,
sales representative . . .
Ackerman-Rosener circuit, is vacationing . . .
Hal Neides, Blumenfeld circuit, is back at
work after several weeks illness . . Doc Henning,
.
Lippert circuit, is vacationing with his
family in Europe . . . October 25 marks the
39th birthday of Arthur Unger. Says Unger,
"Benny has nothin' on me."
Chill Wills Cuts Ribbon
On Improved Boulevard
HOLLYWOOD—Reportedly the glamorization
of Hollywood boulevard was officially
completed Monday (15) morning when actor
Chill Wills cut the ribbon at the corner of
Hollywood and Vine in ceremonies arranged
by the Hollywood Chamber of Commerce and
the Hollywood Boulevard Improvement
Ass'n. Wills was assisted by actresses Peggie
Castle and Lori Nelson.
* *
Guy Madison returned from a personal
appearance tour, plugging "Reprisal!" which
his Romson Productions made for Columbia
release.
Sherrill Corwin Group
Organizes Video Firm
Los Angeles—Organization of the Channel
City Television & Broadcasting Corp. has
been announced by Vice-President Sherrill C.
Corwin, head of Metropolitan Theatre. He
is also vice-president and director of KAKE
AM & TV, Wichita, Kas. Affiliated with
Corwin in the new venture is Charles A.
Storke, co-editor and publisher of the Santa
Barbara News-Press, and Frank W. Crane,
president of the Southern CaUfornia Broadcasters
Ass'n.
Corwin declared that the purpose of the
new undertaking will be to bring additional
VHF television to the Santa Barbara area.
Lower Rates for Students
PALOUSE, WASH.—The Congress Theatre
has organized a special student club which
allows teenagers to attend movies at reduced,
rates on Mondays through Fridays. Club
members miast secure membership cards at
the boxoffice, and must present card at time
of admission. A ten-cent charge is made for
joining the club, and entitles club members
to attend the Congress for 35 cents.
J. R. Kennedy Scripts 'Bart'
HOLLYWOOD — Jay Richard Kennedy,
whose last screenplay credit was "I'll Cry
Tomorrow," is currently scripting "Prince
Bart," his own 1953 novel, for early spring
production by Kennedy Productions and
United Artists release. The property had
originally been sold to Warner Bros, and was
recently reacquired by Kennedy.
44 BOXOFFICE :
: October 20, 1956

SEATTLE
n benefit performance for Variety Club's
heart clinic will be held Wednesday
(31), with a Seattle premiere at the Blue
Mouse Theatre of "Oklahoma!" It opens to
the general public the next day. This is a big
opportunity to raise money for this Variety
philanthropy and tickets are available along
Filmrow . . . The Louis Armstrong concerts,
which were handled by Northwest Releasing
Corp., were sellouts in five cities. Jack J.
Eaigerman said Northwest has signed up
Benny Goodman and his orchestra, including
vocalists, for a similar tour, with November 21
set as the date at the Orpheum, Seattle.
Other dates include November 22, Portland;
November 23, Vancouver, B. C, and November
Spokane.
Cooper Starts
Showmanstiip Drive
|james R. Velde, general sales
manager for
aited Artists, and William Heineman, viceesident
of UA, flew to Montana for the
iting season and were joined by Rex
tiompson for the D&R, Port Orchard . . .
The popular Rendezvous, gathering place for
hungry Filmrow workers, has been closed for
remodeling. When it reopens it will be the
showplace of Filmrow . . . Mrs. Zollie Volchok
flew to California on a short trip and
is visiting Dorothy Mature.
Jack Engerman took a golf prize, an electric
shaver, for his performance at the Glendale
Country Club . . . Joe Liliquist, formerly
from Paulsbo, has moved to Moses Lake where
he will take off as manager of the Cherokee
circuit. His father has taken over the Paulsbo
operation . . . Gillespie's Rio Theatre at Burlington
reopened Friday (19) . . . Foster
Blake, district manager for Universal, was
in Seattle for several days. He was accompanied
by his wife.
. . Dale Hazen of
Mrs. Pauline Hevel of the Empire, Tekoa,
was on the Row with her daughter, buying
and booking . . . Junior Mercy was over for
the recent football game .
the Cherokee circuit, Moses Lake, was in
town. Also over from eastern Washington
were Joe Rosenfield, operator of the Post,
Riverside and drive-ins in Spokane; Bo and
Pat Tappan, Skyline Drive-In, Moses Lake.
Down from the north were Bob Monohan,
manager of the Grand Theatre, Bellingham,
and Eldon Pollock, accompanied by Prank
Booth, down from Mount Vernon.
Nathan J. Juran Signed
HOLLYWOOD—Nathan J. Juran has been
signed by Producer Charles Schneer to direct
Morningside Productions' initial film for
Columbia release, "Twenty Million Miles to
Earth," a science-fiction film.
- The cost of the wax figure of an Infant to
be used as a prop in Paramount's "The
Delicate Delinquent" was $175.
HAmSHOWMAH!
FILLS SiATS SEaS POKOU ..
HAKES LOTS Of HOIEY
Orders his
SPECIAL TRAILERS
from
Cooper Foundation managers from Colorado, Okalhoma City and Lincoln met at Lincoln
recently for a series of kicking off 13 weeks of intensive showmanship effort
between September 30 and December 29. Seated, left to right: >Iarvin Dyer, Lincoln;
James Rooker, Oklahoma City; I. E. Hoig, Lincoln; Kenneth E. Anderson, general manager,
Lincoln; Constance Wuebbenhorst, Denver; Klara J. Cook, Bob Livingston and
Charles F. Shire, Lincoln, and Harvey L. Trayler, Grand Junction. Standing: George
Gaughan, film buyer; Duane Knox, Lincoln; Al Groleau, Colorado Springs; Dean K.
Ziettlow, Lincoln; Frank Hopper, Pueblo; Charles F. Kroll, Colorado Springs; Farris
Sbanbaur, George Grube and Norman Frager, Oklahoma City; Jack Klingel, Lincoln;
Gerald V. Smith and Jack Cames, Colorado Springs.
Tucson Patrons Invited
To Open House at Airer
TUCSON—The public was invited to a Sunday
open house at the Prince Drive-In as the
outdoor theatre launched its reopening week.
The theatre had been closed since August 11
when its screen was blown down during a
summer storm.
Manager Carl Halberg was on hand with
his wife Phyllis, son Clark, 11, and sixmonth-old
daughter Carla to welcome the
large crowd of visitors who came to see the
new 70xl00-foot corrugated aluminum-faced
screen, the remodeled snack bar and to enjoy
the entertainment and refreshments. Music
was provided by the Minchella Accordion
Studios.
Glenn Woods Buys, Leases
Theatres at Basin, Wyo.
BASIN, WYO.—Glenn Woods, who came
here recently from Onida, S. D., has purchased
the Cory Drive-In Theatre and has
assumed management of the Wigwam Theatre.
The drive-in was purchased from Paul
F. Cory, who established it three years ago.
During a recent Tuesday night meeting of
the Basin town council, the Wigwam Theatre
lease was transferred to Woods from Cory.
No other changes were made in the lease.
Will Show Mexican Films
PATTERSON, CALIF.—Duke and Hazel
Reese have installed a theatre in the FDES
Hall for the showing of Mexican films Wednesday
through Sunday evenings each week.
The 400-seat theatre is standard throughout
and includes a portable standard screen which
can be rolled up and stored when the hall is
needed for other purposes. The Reeses have
owned and operated theatres in Waterford,
San Pablo and Orland.
U-I Reoptions Horwitz
HOLLYWOOD—U-I has reoptioned Producer
Howie Horwitz and assigned him to
produce "Slim Carter," original story by Mary
McCall jr. and David Bramson, which the
studio recently purchased.
Reopens After a Dark Year
STEVENSON, WASH.—The Lorin Theatre
here, closed since the death of the owner,
Cameron Schultz, nearly a year ago, has reopened
under the managership of Sheldon
Cottom and Walter Herdt. The theatre will
operate on a double feature policy.
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iOXOFFICE October 20, 1956 45

U-I Establishes Branch
Office in Colombia
NEW YORK—Universal-International has
established its own branch operations in Colombia
and made realignments and additions
to its other overseas personnel, according to
Americo Aboaf, U-I foreign general manager.
Ramon Garcia, who has been in charge of
U-I's Cuban office since 1939, will head the
new Colombia operations with headquarters
in Bogota. Under the previous arrangement,
U-I product was distributed and exhibited
by the franchise holder. Cine Colombia, S.A.
Under the new setup, the U-I office will deal
directly with the local exhibitors but there is
a possibility that Cine Colombia will continue
to exhibit a portion of the U-I product there.
Arnaldo Berenguer has been named to take
over the U-I manager's post in Cuba, after
his experience in Latin America, which included
manager for Republic in Chile from
1948 to 1955 and manager for Republic in
Cuba from 1955 to August in 1956.
Alvin Cassel has been named manager in
Singapore and supervisor for Indonesia and
Siam, replacing Wally Orr, resigned. Cassel
joins U-I after being manager for MGM in
Trinidad in 1950 and then manager for that
company in the Philippines with supervision
of Formosa and Guam from 1951 until August
1956.
Robert Deck Is New Owner
Of Herman, Calif„ House
KERMAN, CALIF. — Robert V. Deck of
Fresno has bought the California Theatre
here from Joseph Boyd and has moved to
the Kerman area.
Boyd came to Kerman in 1950 after acquiring
the theatre. He later formed the
Boyd Realty Co. with offices in the theatre
building. He will continue to operate his
realty business and will retain his offices in
the theatre building.
Slate Matinees at Airer
ARVADA, COLO.—A new policy of holding
matinees on Saturday and Sunday afternoons
is being tried by Merf Evans, manager
of the A-Best Theatre at 5050 Wadsworth
Blvd. The matinees wiU be held in the
indoor theatre at the drive-in. The Saturday
matinees will be specially tailored for youngsters,
while the Sunday matinees will present
an afternoon showing of the regularly scheduled
feature.
Betsy Palmer to 'Star'
HOLLYWOOD — Betsy Palmer has been
loaned by Columbia to star in Perlberg-
Seaton's "The Tin Star" at Paramount, with
Henry Fonda, Anthony Perkins, Michel Ray.
SPG Slates Special Meeting
HOLLYWOOD—A special meeting of the
board of the Screen Producers Guild was
scheduled for Monday (22). SPG President
Samuel O. Engel, who recently returned from
location in Greece, will preside.
U-I Contract for Jack Arnold
HOLLYWOOI>—Jack Arnold has been
signed to a U-X directorial contract. His first
assignment will be the Jeff Chandler-Orson
Welles starrer, "Pay the Devil." Albert Zugsmlth
will produce.
PORTLAND
Oscar Nyberg, Evergreen district manager,
and Dean Mathews, Fox Theatre manager,
returned from the National Theatres session
in Phoenix, Ariz. Nyberg reported he had
never seen so much optimism displayed as at
the convention. While in Los Angeles, Nyberg
attended a screening devoted to a demonstration
of the new Cinemlracle process
developed by National Theatres. Mathews,
Fox Theatre manager, was one of the few
managers from the northwest to attend.
'War and Peace' Openings
Set for London and Paris
NEW YORK—"War and Peace" will open
in mid-November in London at the Plaza
Theatre and toward the end of November
at two theatres on the Champs Elysees in
Paris, according to Charles Boasberg, Paramount
supervisor of worldwide sales on the
picture.
The time required for dubbing will delay
other European openings until late January
or early February, Boasberg said. He discussed
releasing plans at a three-day meeting
in Paris of continental managers. The
meeting had been called by James E. Perkins,
executive vice-president of Paramount International
Films, who flew to Paris with Boasberg.
French U. S. Film Income
Increases 230 Per Cent
NEW YORK—The French Film Office here
has reported a 230 per cent increase in French
revenues from the U. S. distribution of its
films for the first six months of the year over
that for the same 1955 period. It gave the
number of French films now in circulation
in the U. S. or about to be released as 35.
It also reported a 33 per cent increase in
FYench production for the first quarter of
the year over the 1955 period.
The prediction was made that total French
production by the end of 1956 will be about
125 pictures.
Half of all French pictures made during the
first half of this year were in color, compared
with one-third for all of 1955, and there were
17 widescreen pictures, a record.
Shows Again at Montesano
MONTESANO, WASH. — The Montesano
Theatre is open again and operating three
nights a week, according to Sherman Beidler,
new proprietor. Beidler has been manager of
the Graham Theatre in Elma for three years.
He has negotiated leases with the Odd Fellows,
owners of the theatre building, and
George Cressler, owner of the equipment. The
new manager is an air force veteran and
member of the Eagles lodge.
Dean Jagger to 'Brave Men'
HOLLYWOOD—Dean Jagger has been
inked to star with Ernest Borgnlne, Ray
MiUand and Nina Foch in 20th-Fox's "Three
Brave Men."
French Star
Signed
HOLLYWOOD—French screen star Etchlka
Choureau has been signed to play opposite
Tab Hunter in Warner's "Lafayette EscadrlUe."
Soviets Consider Buying
U. S. Independent Films
NEW YORK—An agreement in principle
has been reached in Moscow for the showing
of 11 U. S. feature films in the Soviet
Union, according to a special dispatch to the
New York Times from Moscow. It quoted
Bernard Kreisler, president of the International
Film Associates Corp. of this city,
as saying they are from four to 11 years ago
and will be screened shortly for Soviet
officials. If approved, negotiations in dollars
will begin.
Kreisler told the Times correspondent the
films had been produced by independents,
including Sam Wood, Fritz Lang, William
Seiter and William Wellman. They would be
the first U. S. films to be seen by Soviet
audiences since World War II, with the exception
of "Salt of the Earth," which showed
in the U. S. only in a few non-union theatres.
Kreisler also told the Times he had agreed
to purchase "Othello" and "Bag of Gold,"
two new Soviet features, for showing in
American art houses and possibly in colleges
here, and that he had selected four Soviet
color cartoons for U. S. television programs.
He said further that he will look at films in
Poland, Czechoslovakia, Hungary and Rumania.
Several years ago Kreisler headed a Motion
Picture Ass'n of America division designed to
aid foreign producers anxious to get a foothold
in the American market. A number of
forsign groups were entertained here.
Recently Kreisler said he would try to sell the
Soviet Union a number of American films
that had appeared on TV following theatrical
showings. It is understood that some of the
films are owned by banks.
Kreisler arrived in Moscow shortly before
Eric Johnston, MPAA president, who is
exploring the possibility of sales behind the
Iron Curtain of major company product.
Diana Dors to TV
HOLLYWOOD—Diana Dors was scheduled
to make her American television debut Sunday
night (21) in two comedy sketches on
the Bob Hope show over NBC-TV. On the
same program, film clips were to be shown
of RKO's "I Married a Woman," in which
Miss Dors starred with George Gobel and
Adolphe Menjou.
Buys 'Circle of the Day'
HOLLYWOOD—Frederick Brisson has purchased
"Circle of the Day," Literary Guild
selection by Helen Howe. The story concerns
a woman's world and a marriage on trial.
Brisson plans to try it out first on television
and has made arrangements for CBS producer
Martin Manulis to produce it on Playhouse
90 between January and March 1957.
Production Firm Organized
HOLLYWOOD—A new production firm.
Film Ventures, Inc., has been formed by Jack
Pollexfen. Initialer on its program will be
"Daughter of Dr. Jekyll," which is slated to
roll November 7 for Allied Artists release.
Ilse Lahn will be associated producer.
To Script 'Bellevue Is Home'
HOLLYWOOI>—Scripting chores on 20th-
Pox's "Bellevue Is My Home" have been assigned
to Walter Newman.
46 BOXOFFICE :
: October 20, 1956

Harry Hynes Retires;
St. Louis U-I Manager
ST. LOUIS—Harry Hynes, manager for
Universal for the last ten years and with that
company for 28 years,
is retiring and will be
succeeded October 22
by Thomas E. Dunn jr.,
who has been in the
company's sales organization
at New
Orleans.
Hynes, 66 years old,
has been In the film
^^^^^_ ^^ business in various ca-
^^^P^^^^M pacities since he
l^KdA ml^^k started as a theatre
usher when about 15
Thomas E. Dunn jr.
years old. Through
the years he has had a very broad experience
in the motion picture business, serving
in such posts as poster boy, shipping clerk,
booker, district booker, salesman and exchange
manager.
Friday (19).
His last day on the job was
District Manager Robert N. Wilkinson is
expected here Monday (22i to introduce Dunn
to the sales staff and other personnel. Hynes
was guest of honor at a testimonial dinner
given by his fellow workers in the St. Louis
office at Ruggeri's restaurant, internationally
known for its fine steak dinners. Some 31
persons attended the gathering. Among other
gifts Harry received an engraved watch.
KU Art Picture Tie-in
By 4 Kansas Theatres
KANSAS CITY—Woody Sherrill, 20th-Fox
salesman, reported these Kansas exhibitors
have instituted an art change in the middle
of the week for a period of six or eight
months: Bud Broun of Phillipsburg's Majestic
Theatre, Don Phillips of Colby's Colby
Theatre, J. B. Roshong of the St. Francis
Theatre at St. Francis and Howard Neely of
the Strand Theatre at Hays.
The art films are being played on a tiein
basis with the Kansas University western extension
service at Colby. To cooperate with
the project, 20th-Fox has re-released the following
12 features: "Les Miserables," "Snows
of Kilimanjaro," "My Cousin Rachel,"
"Gentleman's Agreement," "Keys of the
Kingdom," "Prince of Players" in (CS), "Tonight
We Sing," "O'Henry's Pull House," "Call
Me Madam," "The Snake Pit," "Forever
Amber," "Virgin Queen" (in CS).
These shorts to play with the features have
also been made available: "I Remember the
Glory" (Art of BotticeUi), "Curtain Call"
(Art of Degas), "Light in the Window" (Art
of Verneer), "Birth of Venus" (Art of Renaissance),
"The Young Immortal" (Art of Raphael),
"Night Watch" (Art of Rembrandt),
"Tschaikowsky's Symphony" (in CS), "Poloveteian
Dancers" (in CS), "Haydn's Farewell
Symphony" (in CS), "First Piano Quartet"
(in CS), "Piano Encores" (in CS).
Chatsworth House Reopened
CHATSWORTH, ILL.—The Virginia Theatre
here reopened recently after being closed
for a month by owners Mr. and Mrs. Shoemaker.
RKO's "Curtain Going Up" will be done in
color in 1957 with Harry Tugend producing.
BOXOFFICE
I
:
: October 20, 1956
Winning New Customers
To Be AT01 Highlight
INDIANAPOLIS—How to win new customers
and build extra profits from concession
and exploitation ideas will be the subject
of panel discussions highlighting the annual
Allied Theatre Owners of Indiana state
convention at the Marott Hotel here October
23, 24.
Ruben Shor, president, and Abram F.
Myers, general counsel of National Allied, will
be among exhibition leaders attending. Other
prominent visitors on the program are Al
Sindlinger, indtistry statistician, and Milton
J. Shapp, head of Jerrold Electronics.
Both cable theatres and toll television will
get a thorough airing. The general sessions
will be preceded by a board of directors meeting
October 22.
A panel discussion Tuesday afternoon, led
by Alex Somerville, will consider theatre insurance
problems. Shapp will be heard on
cable theatres and Trueman Rembusch on toll
television. The election of directors for 1956-
57 also is on Tuesday's program. A night club
party at the Variety Club at 9 p.m. will bring
Emmett Barton Manager
At Jacksonville Times
JACKSONVILLE, ILL.—Emmett Barton recently
was named manager of the Times
Theatre by Ben M. Montee, president of El
Fran Theatres, owner of the theatre. He has
succeeded J. V. Walker, who had been on
temporary duty at the house. Walker, who
has been associated with El Fran Theatres
for three years, has returned to Marion, 111.,
where the circuit owns the Plaza Theatre.
Barton is well known to theatregoers of
Jacksonville and vicinity through his employment
during the last 14 years by the Pox
Midwest circuit which operates the Illinois
Theatre here. Prior to the purchase of the
Times by El Fran Theatres from the Fox
Midwest in May 1953, Barton had been managing
the theatre for 11 years. He was then
transferred to the Illinois Theatre as assistant
manager.
Pleasant Two-Day Outing
For KMTA Membership
LAKE OZARK, MO.—Members of the Kansas-Missouri
Theatre Ass'n and guests enjoyed
a two-day outing here Tuesday (9)
and
Wednesday (10). Casual clothes were in order
and there was no set program of entertainment.
Elmer Rhoden jr., president of Commonwealth
Theatres, rented a cruiser Wednesday
afternoon and evening and took the others
on trips around the lake.
Several couples who had planned to attend
had to cancel at the last minute. Those attending
enjoyed the seasonal beauty of the
hills, the pleasant accommodations at Arrowhead
Lodge and congenial companionship
with others having mutual interests.
Attending from Kansas City were Mr. and
Mrs. A. T. Rowe, Manley, Inc.; Mr. and Mrs.
Richard Durwood, Durwood Theatres; George
S. Baker, Baker Enterprises; Rhoden and
M. B. Smith, Commonwealth Theatres; Mr.
and Mrs. Fred Faulkner (Mrs. Faulkner is
it to a close. Tuesday's business session is
open to all industry members.
Wednesday morning's film clinic for exhibitors
only will be devoted to problems of
both indoor and outdoor theatres. A session
again open to all that afternoon will hear a
discussion of the 1957 Indiana legislative
program, Spiro Papas, vice-president of Alliance
Theatres, will discuss concessions and
Hugh McLachlan, Y&W engineer, new trends
in equipment. Myers also will speak Wednesday
afternoon.
After a cocktail party at 6 p.m. with the
Alexander Film Co. as host, the convention
will close with the annual all-industry banquet.
Parties for wives of members are
planned for both afternoons.
ATOI President Roy Kalver and Trueman
Rembusch will have charge of the business
sessions. Marc Wolf and Bob Jones are the
entertainment committee. The women's program
is being planned by Scotty Jones, Vivian
MacParland. Peg Mendelssohn and Eve
Marcus.
KMTA secretary) ; J. W. Crosby, National
Carbon Co. Others and their localities: Mr.
and Mrs. Ben Spainhour, Twilight Theatre,
Greensburg, Kas.; Mrs. Clarence Wilhelml,
Norb Theatre, Norborne; Mr. and Mrs. C. E.
Cook and Mr. and Mrs. Jim Cook, Tivoli Theatre
and Dude Ranch Drive-In, Maryville;
Mr. and Mrs. Tom Edwards, Corral Drlve-In,
Eldon; W. V. Snider. Dixon; Jack LeMay,
National Carbon Co., Dallas, Tex.
MITO Sets September 16, 17
Dates for 1957 Sessions
ST. LOUIS—The Missouri-Illinois Theatre
Owners will hold its 1957 annual meeting in
the Kingsway Hotel here September 16, 17,
1957, according to L. J. Williams, Union, Mo.,
president.
The decision as to the time and place of
the 1957 gathering was reached at a meeting
of the MITO officers and directors held here
Tuesday (9).
The meeting named Eddie Clark, Metropolis,
111., to be the 1957 convention chairman.
Clark is the Illinois regional vice-president
of MITO. Alphonse B. Magarian, MITO secretary,
will serve again as the trade show
chairman for the annual meeting.
Harry D. Breighner Joins
McCollum Chain as Mgr.
(JLINTON, ILL.—Harry D. Breighner, former
Clinton mayor, has joined McCollum
Theatres as manager of the Watseka and
Bonham theatres in Watseka. Before leaving
to take up his new duties, Breighner spent
several weeks assisting J. C. Nelson, manager
of the local McCollum theatres, in order to
familiarize himself with the work.
Breighner succeeds Robert Hassinger at
Watseka. Hassinger resigned recently. The
Breighners—Harry, Doris and their two sons
and two daughters will continue to make
their home here for the present.
47

—
—
—
—
—
— —
—
INDIANAPOLIS
Truman Lamar, manager of the Pendleton
Pike, oldest drive-in here, is the first to
install In-car heaters for year-around operation.
He's placing 800, with provisions for
100 more if conditions warrant. The Yc&W
at Gary is the only other heater-equipped
drive-in in the state . . Pete Fortune took
.
over the operation of the Cinema, north side
neighborhood house, from Ernie Miller recently
Marc Wolf, state chairman of
. . . United Cerebral Palsy, Variety's heart fund
project, is establishing headquarters on the
second floor of the Variety-ATOI building.
Dale McFarland, general manager of
Greater Indianapolis, now hopes to hold
"Oklahoma!" at the Lyric until the holidays.
It's now in the seventh week of what was expected
to be a ten or 12 week run at best
. . . Variety Club members are learning to
dance every other Monday night from instructors
from the Fred Astaire studios. Stag
parties are being held on alternate Mondays
Bob Jones, chief barker of Variety, reports
officers and crew for 1957 will be elected
in a general meeting at noon November 12. A
Halloween party is scheduled for October 27.
James Ackron closed the Ritz at Tipton
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The Princess at Cayuga,
October 14 . . .
formerly owned by H. W. Boyd, has reopened
under the operation of Warren Ottinger . . .
Mrs. Leah Centlivre has closed the Albion at
Albion . . . The Marion at Auburn, Ky., has
been taken over by Sam Reagle from
M. Forgy . Theatres has closed
The Franklin
the Storm at Oakland City . . .
at Greensburg, Ky., formerly operated by
Russell Phillipp, now is being run by Douglas
Ford . . . T. O. McCleaster, 20th-Fox district
manager, was in the city.
William A. Carroll, ATOI secretary, reports
exhibitors are getting a good response from
their trailer urging patrons to vote in the
time referendum November 6. They're betting
en a majority voting against fast time . . .
Harry Coleman, Evansville, and Shuler Baird
and Merritt Wilkins, New Albany exhibitors,
have joined the state Allied organization . . .
Hugh McLachlin, chairman of the ATOI
equipment committee, attended the Society
of Motion Picture and Television Engineers
Qeorge DeWitt
convention in Los Angeles . . .
will be master of ceremonies for Variety's
United Cerebral Palsy telethon December 1,
Herman Black is heading a Variety
2 . . .
membership drive to win new recruits from
allied industries.
A. E. Jarboe's Firmness
Makes Vandals Repent
CAMERON, MO.—A. E. Jarboe, who operates
the New Ritz Theatre here, caught
three boys recently who were cutting seats,
but only after ten had been damaged by the
young hoodlums. The boys, between the ages
of eight and ten, could give no reason for
their vandalism except to say, "We just decided
we'd cut seats tonight." One had no
knife but he did have a large safety-pin and
he used this to tear the seat covering.
Jarboe marched them to their parents and
explained what had happened.
"Now I don't want you to whip them,"
Jarboe said. "You just take some out of their
allowance each week until the damage they
did is paid for—and make them bring it up
to me, but they can't come back into my show
until they are paid up out of their own
money."
The three sets of parents were glad to cooperate.
Jarboe said you never saw meeker
kids bringing in their weekly installments
and reading the lobby posters but imable to
come in and see the pictures.
Add Spectacular Marquee
To B&K Loop Showcaser
CHICAGO—The largest theatre marquee
installation in the last 25 years here was unveiled
for the recent world premiere of "Tea
and Sympathy" at the Balaban & Katz
United Artists Theatre, Randolph and Dearborn
streets.
More than 60 tons of steel were used in this
gigantic showpiece, as well as more than
2.000 feet of neon tubing and 10,000 lamps.
The top of the sign towers 50 feet above the
sidewalk and the 10-foot letters in "Balaban
& Katz" dwarf anything else on the street.
Edward Andrews will play the role of
Charlie Travers, a frontier cattle buyer, In
UA's "Trooper Hook."
Holdover Bills Stay
Steady in Chicago
CHICAGO—After the previous week's big
crop of gross-getting newcomers, last week,
with four openers, was rather uneventful.
Business remained steady for the holdovers,
with grosses above average.
(Average Is 100)
Carnegie The French Touch (Times) 190
Chicago The Solid Gold Cadillac (Col), 2ncl wk. .230
Esquire The Mountain (Para), 2nd wk 200
Grand The Leather Saint (Para); The Last Wagon
(20th-Fox), 2nd wk 200
Loop ^Lust for Life (MGM), 2nd wk 225
McVickers Oklahoma! (Magna), 42nd wk 225
Monroe These Wilder Years (MGM) 210
Oriental The Best Things in Life Are Free
(20th-Fox) 220
Polace Cinerama Holiday (Cineroma), 73rd wk.. .230
Roosevelt A Cry in the Night (WB); Satellite in
the Sky (WB) 200
State Lake War and Peace (Para), 2nd wk 230
Surf 1984 (Col), 2nd wk 200
United Artists Tea and Sympathy (MGM), 4th wk.205
Woods High Society (MGM), 7th wk 215
World Playhouse The Proud and the Beautiful
(Kingsley), 2nd wk 195
Ziegfeld Riflfi (UMPO), Hth wk 185
Holdover Bills Remain
Leaders in Kansas City
KANSAS CITY—Boxoffice figures were
disappointing in many situations, as several
pictures did not do the business here that
they had been doing in cities of comparable
size. However, "This Is Cinerama" took a
spurt at the Missouri with the Future
Farmers convention in town and most of the
downtown houses expect to profit somewhat
from the crowds in for the American Royal.
"Fantasia" at the Brookside did surprising
business for a reissue, but this is the first
time it has played here in stereophonic sound
and on widescreen. "Oklahoma!" opened in
Todd-AO at the renovated and specially
equipped Tower at roadshow prices on a reserved
seat policy.
The Desperate Women (SR); Devil Girl From
Glen
Mors (Spartan) 1 30
Kimo ^Private's Progress (DCA), 2nd wk 160
Midland The Solid Gold Cadillac (Col) 120
Missouri This Is Cinerama (Cineramo), 18th wk..325
Paramount War and Peace (Para), 2nd wk. . 150
Rockhill Lust for Life (MGM), 3rd wk 130
Roxy The Boss (UA) 90
Esquire, Uptown, Fairway and Granada The Best
Things in Life Are Free (20th-Fox), plus
Massacre (20th-Fox) at Esquire and Granada. . . 95
Vogue Crowded Paradise (Tudor) 100
"Oklahoma!' Seventh Week
Leads in Indianapolis
INDIANAPOLIS—First run business was
generally pleasing here. "Oklahoma!" in its
seventh week at the Lyric maintained its
steady pace to lead all current attractions
again. "The Solid Gold Cadillac" did very
well at Loew's, while "Toward the Unknown"
got profitable response at the Indiana. "The
Unguarded Moment" at the Circle also was
better than average.
The Unguarded Moment (U-l); Rock 'n'
Circle
Roll Revue (SR) ]10
Esquire The Mon Who Loved Redheads (UA)...100
Indiano Toward the Unknown (WB) 100
Keith's The Bod Seed (WB), 3rd wk 80
Loew's The Solid Gold Cadillac (Col); He Laughed
Lost (Col)
1 50
Lyric Oklohomat (Todd-AO), 7th wk 200
Sells Fulton, Ky„ Airer
ST. LOUIS — Recently published reports
said Doby B. Stout of Cairo, 111., had recently
sold his 400-car Midway Drive-In in Pulton,
Mo., on Highway 51 to E. B. Fritts, who also
operates a theatre at Union City, Tenn. The
Midway Drlve-In which Stout sold is located
at Fulton, Ky.
48 BOXOFFICE :
: October
20, 1956

IT'S f\fKE.YOt/
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outmoded equipment-r-here
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—indoor or drive-in
Performance is our best salesman! And whenever
you're ready CENTURY can show you what
this means. Look at the engineered simplicity of
the CENTURY mechanism! There's nothing like it
for ease of operation, high efficiency, low maintenance
and rugged dependability. And what's
more, CENTURY equipment is designed and built
to hold these high levels of performance.
Whatever your needs may be, see your authorized
CENTURY dealer for CENTURY projection
and sound. Projectors are available either in
air or water-cooled models and are designed for
high-speed lenses and hi-power arc lamps.
%^0^ Century Projector Corporation
NEW YORK, N. Y.
O L D
An-Lee Inc.
2831-33 North Clark St.
Chicogo 14, Illinois
Shreve Theatre Supply Co.
217 West 18th St.
Kansas City 8, Mo.
Movie Supply Company
1318 South Wabash Avenue
Chicago 5, lilinois
M«««RB««?»:«-:- S3S^?^«SaS:!Sf!
BOXOFFICE :
: October 20, 1956
49

. . . Missouri
. . Frank
. . Jerry
—
—
KANSAS CITY
•The Bob Withers Memorial Drive got under
way October 1. It will extend to November
15. Under the arrangements made, 7H
per cent of booking rentals made on Republic
pictures in this area during that period will
be refunded by the company to the fund.
Those wishing to make personal contributions
to the fund, in addition to Republic bookings,
should send them to Ed Hartman of the
Hartman Motion Picture Booking Service,
1717 Wyandotte. Withers was manager of
Republic Pictures at the time of his death.
National Screen Service has concluded suc-
. . Ralph Buhrmester,
cessful negotiations with 16 business firms in
Minneapolis, Kas., and Gene Musgrave, who
operates the Ritz Theatre there, for inauguration
of a new "Trade at Home" campaign.
This is the same type of campaign used successfully
in Bonner Springs and Baldwin,
Kas., and in Liberty, Mo. .
house manager at the Missouri Theacessful
tre, has returned from a week's vacation with
Mrs. Buhrmester, visiting his folks in Atchison
and her relatives in Paola . . . Regal
Poppers reported supplying two of the red
Coca-Cola barrels to army air force bases.
Glenn Norris, central and Canadian division
sales manager for 20th-Fox, accompanied
M. A. Levy, division manager from
Minneapolis, for a conference with Joe Neger,
manager . . . "The Dark Wave," short subject
to spark the drive for the epilepsy foundation,
has its first booking at the Fairway and the
Uptown theatres October 31 . . . Mrs. Dora
Moskau and son Bob, who operate the Regal
Theatre at St. Joseph, are vacationing in the
west . . . Bill Silver and his wife, who operate
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the Silver Theatre and the Patio Drive-In,
Cameron, Mo., took an Ozark vacation . . .
J. B. Roshong of St. Francis, Kas., is on a trip
to the west coast. Mrs. Roshong stayed home
to operate their St. Francis Theatre.
Hollywood Servemaster reported two Roto-
Grilles were shipped to Guam for a 600-car
Marvin Goldfarb,
drive-in under construction . . .
Buena Vista district manager from
Denver, was in Kansas City, went on to St.
Louis and came back to Kansas City before
Bob Herrell of
returning to Denver . . .
United Film Exchange made a business trip
to Wichita . Thomas, Allied Artists
manager, has moved from Adrian, Mo., to
. .
F*ralrie Village, Kas., where he bought a
home. His son Richard wanted to go to
Shawnee High School . Nat Hechtman has
returned from a vacation with Mrs. Hechtman
at Excelsior Springs. He reported the business
barometer of Capitol Flag & Banner Co.
shows "War and Peace" registering very high,
with holdovers everywhere. Others coming in
strong are "Oklahoma!" "Toward the Unknown"
and "Between Heaven and Hell."
. .
J. K. Chapman, head of UA branch operations,
was in the local office last week on
business with Manager Ralph Amacher .
Bill Allison, National Theatre Supply salesman,
is on a business trip to western Kansas
exhibitors who visited the Row
recently included Ed Harris, Neosho; Bill
Bradfield, Carthage; C. R. James, Butler; Joe
Ghosen, Sedalia; Earl Kerr, Bethany. Kansas
visitors included Mr. and Mrs. William Bancroft,
Ottawa; Mrs. Sam Blair, Smith Center;
Frank Dodson, Ellsworth . Comstock
of Kansas City Slide Co. flew to Philadelphia
to visit her daughter and on to New York for
a vacation trip.
At the National Theatres convention in
Phoenix, Willis Shaffer, Fox Midwest manager
in Hutchinson, Kas., was announced the
second-place winner of the United Artists-
NT UFO exploitation contest. Since the prize
money was $250 and Shaffer and his wife are
leaving Sunday (28) for a week's trip to
Hawaii (won as the midwest division Showman
of the Drive), either he will have that
much to spend on the trip—or Mrs. Shaffer
will have spent it for a new outfit before they
leave . . . Paul
Amick, formerly with the
Orpheum at Wichita, is back as relief man
for managers on vacation.
Lou Pope, purchasing agent for Fox Midwest,
has been released from the hospital and
is convalescing at his home, 2216 W. 49th
Terrace . . . Jim Witcher, MGM office manager,
has been in the hospital for a checkup.
It revealed a displaced spinal disc . . . J. W.
Shreve of the Shreve Theatre Supply reported
a new granddaughter was born Friday
(12) to his son. Dr. James A. Shreve, and wife
at Kirksville . . . L. D. Hasty, salesman,
sprained an ankle while working in hts yaJd.
He stepped on a small stone. The ankle is
still swollen and quite painful . . Fellsa Mc-
.
Evoy is the new switchboard operator at
Columbia.
E. S. Sutter of E&S Enterprises reported
the 63rd Street Drlve-In will remain open all
winter, since in-car heaters are being installed
... Ed Oolden, who books for Charles
E. Kline's Plug-Hat Drive-In at Oakley, Kas.,
says It will go to year-around operation with
the installation of In-car heaters . . . The
Claco Drive-In north of Kansas City is closed
for the season . . . Mrs. Abe Moss, mother of
Mrs. Alex Shniderman and a resident of
Kansas City, died following a heart attack at
the Wesley Hospital in Wichita. She was 60
years old . . . Laura Scheid, secretary at Missouri
Theatre Supply, is on vacation.
Eddie Landau, who has been operating the
Sunset Drive-In at Lawrence, Kas., was married
September 16 in Lawrence to Bernice
Lathrom . . . Harvey Cole has resigned as
salesman for MGM and will become city sales
representative for Continental Oil Co.'s industrial
trade on Monday (22). There will be
no travel connected with his new job, which
was a factor in his decision to make the
change. Harvey started a little over ten
years ago with MGM as a student booker.
After six months he became city booker, back
in the boom days of 1946-47. In 1950 he was
moved to circuit booking, then to office manager
and booking supervisor. For the last
two years he has been traveling as a salesman.
In addition to his new job, Harvey plans
to start back to Kansas City University to
get his degree in business administration.
Howard Thomas, Warner Bros, office manager,
won an electric skillet in some kind of
office contest, and took a week's vacation
doubtless learning how to operate it . . .
Bernice Peel spent her vacation with her
Pat Palmer has
family in Lindsborg, Kas. . . .
replaced Peggy Jackson as district booking
clerk at Universal . Ruth Feldman has replaced
Ruby Northen as booker's steno at
. .
RKO . . . Marilyn Hartman, steno, has resigned
from United Artists to enter another
field . . . WOMPI officers held a meeting at
the MGM offices Tuesday (16) night and
have scheduled a luncheon for Tuesday (23)
at the Servateria, 20th and Main streets. Billie
Mistele of Paramount, vice-president in
charge of programs, made the arrangements.
. .
The Klock Theatre at Neodesha, Kas.,
opened its "Fall Festival of Big Hit Pictures"
recently with "I'll Cry Tomorrow" . . . Garrett
Gibson has been named house manager of
the Booth Theatre at Independence, Kas.
The Booth was bought from Mid-Central
Homer
recently by William H. Wagner .
Satisfaction — Always
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L J. KIMBRIEL. Manager
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50 BOXOFFICE :
: October 20, 1956

:
f
Eldridge, former manager of Dickinson's Trail
at Olathe, has returned to its management
from Topeka where he has been managing
the Dickinson . . . Barnes I*urdue, who comes
from Roswell, N. M., is the new city manager
of the Mid-Central theatres in Manhattan,
Kas., the Campus, Coed, State, Edgewood and
Sky-Vue. The Mid-Central office is in the
State Theatre building.
Beverly Miller's Fort Drive-In, Leavenworth,
and Frontier at Atchison, have gone to weekend
operation. His Cowtown at St. Joseph
and 50 Hi-Way at Jefferson City have shifted
to two program changes per week.
BOWLING
KANSAS CITY—Standings of the men's and
women's teams of the Filmrow Bowling
League stood as follows after the games Friday
night (12)
MEN'S
WOMEN'S
Team Won Lost Team Won Lost
Alley Rats 20 4 Manley Poppers. 14 4
Columbia ....14 10 Manley, Inc.... 13 5
Shreve's 13 II Finton Jones... II 7
Manley Popcorn 12 12 Borg & Kim.. 10 8
Mode O'Day...I0 14 Dixie Ent 9 9
KCT's 10 14 Hortmon's 7 11
HiLo 5 9 15 New 50 Drive-ln 5 13
Dixie Picts 8 16 101 Service... 3 15
Plane Hits Drive-In Fence
MICHIGAN CITY, IND.—Two men were
injured when the light airplane in which
they were about to land at Phillip's airport,
four miles east of town, struck a nine-foot
fence around the 212 Outdoor Theatre,
startling hundreds of patrons. One wing of
the single engine Fairchild trainer was
sheared off and fell inside the theatre area,
as the plane crashed short of a land strip.
The two men in the plane suffered bruises
and lacerations.
Redecorate at Wakeeney
WAKEENEY, KAS.—Ted and Selma Elvert
have redecorated the reopened Kelly Theatre,
changed the lobby for patron convenience
and Installed a cryroom adjoining the
women's lounge. Selma is in charge of the
concessions, which are in the outer lobby,
and there are four new kinds of drink dispensers
and candy dispensers, while popcorn
is handled in what was formerly the women's
lounge. The Elverts are being assisted by
George Valentine, former chief of police, in
running the theatre.
"Your Stage Struck Father," an article in
Women's Day Magazine by-lined by Henry
Fonda, was written in the form of a letter
to his daughter.
VWJlAIVV\ft/VSAJVVU4VVVWVSftflJVVVVV
EVERYTHING FOR THE THEATRE
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3310 Olive Street, St. Louis 3, Mo.
Telephone JEHerson 3-7974
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DRINK DISPENSERS
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St. Louis 15, Mo.
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ST. LOUIS
•The Better Films Council met Friday (19)
at Vandervoort's Auditorium, with Mrs.
Andrew B. Jones presiding. Art Wright,
president, and Brad Whitney, vice-president.
Condor Films of St. Louis, spoke and presented
a film, "St. Louis Movie Capital."
They were presented by Mrs. Fred A. Kennedy,
program chairman. Chairmen of various
committees reported on the program and
other details of the council's armual cinema
tea, which will be held Thursday (25) at the
St. Louis Theatre . . . Hall Walsh, southern
prairie district manager, Warner Bros., was
in Kansas City.
Harry C. Arthur jr., president, Fanchon &
Marco, has returned to the west coast . . .
Visitors to Filmrow included L. J. Williams,
Union; Eddie Clark, Metropolis; Alphonse B.
Magarian, East St. Louis; Robert Strauss,
Benton; Kenneth Hirth, Pacific; Tom
Bloomer, Belleville; Herschel Eichhorn,
Mounds; Bill Griffin, (Columbia Amusement
Co., Paducah; Russell Armentrout, Louisiana;
Judge Frank X. Reller, Wentzville;
Bernard Temborius, Lebanon; Louis Odorizzi,
Staunton and Mount Olive; State Senator
Edwin V. Long, Clarksville, Democratic candidate
for lieutenant governor; Harry Blount,
Potosi, and William Collins, DeSoto.
Domenic Frisina, president, Frisina Amusement
Co., was able to visit his office for brief
periods during the week. He has made
splendid progress toward complete recovery
from his recent illness . . Larry Spalding,
.
Flora, 111., has returned briefly to the hospital
at Mount Vernon, 111., pending official clearance
of tests that show his recovery from the
respiratory condition that caused his hospitalization
several months ago. In the meantime
he is doing the buying for Florine and
Town theatres in Flora, while his wife is
booking the programs and operating the
house. The Florine, closed for many months,
has been reopened on a weekend basis. The
Town continues on a full week basis.
Gary Lee Bement was born at a hospital
in North Carolina recently, making Walter
Lee, head shipper of Columbia, a grandpappy
tor the fifth time— all boys. The baby is
is the son of Cpl. Harold E. Bement, stationed
at Fort Bragg, N. C, and his wife Ladonna
Lee Bement. The Bements reside in Fayetteville,
N. C. Mrs. Lee, good grandmaw that
she is, took to the air and ran smack into
Hurricane Flossie. Returning home October
6 her plane also encountered some high
winds—the backlash from Flossie and Lee
had many anxious hours, remaining at Lambert-St.
Louis Municipal Airport from 9:15
p.m. on October 6 until 4:15 a.m. October 7,
before Mrs. Lee's plane flew in from the
southeast via New York or somewhere.
Motion picture theatres, including the driveins,
are helping to make big business of the
romantic copra trade, according to officials
of Cargill, Inc., grain handler and -vegetable
oil processor, whose imports of copra have
reached $18,000,000 a year. The motion picture
theatres greatly aided the increase of
copra, now the No. 3 import product at San
Francisco. The theatres are using millions
of dollars worth of coconut oil, extracted
from dried coconut meat, for processing popcorn.
Coca-Cola BottUng Co. of St. Louis is
spending about $50,000 in alterations and improvements
to its botthng plant here. The
general contract for the work was awarded
to G. L. Tarlton Contracting Co. Hellmuth,
Obata & Kassabaum are the architects.
Cowtown Airer Burglars
Take Safe and $650 Cash
ST. JOSEPH, MO.—Burglars broke into the
Cowtown Drive-In here last week and took a
safe containing about $650 from the manager's
office. Beverly Miller of Kansas City,
owner of the theatre, said the thieves broke
a plate glass window on the dark side of the
building, then entered the manager's office,
located behind the boxoffice. The safe was
carried out of the office, as was a radio.
Other valuable equipment was not touched.
Sell Morganfield Airer
MORGANFIELD, KY.—The Sunset Drive-
In, 500-car capacity, located at the junction
of Routes 60 and 141, has been sold by J. S.
Corbett of Bedford, Ind., and the estate of
the late J. A. Van Cleave of Morganfield, Ky.,
to Edwin C. Johnson and Dr. William P.
Humphrey of Sturgis, Ky. Johnson has been
in the theatre business at Sturgis for many
years and on Jan. 1, 1956, acquired the interest
of W. E. Horsefield in the Victory
Theatre there.
Leases Slater, Mo., Theatre
SLATER, MO.—The shuttered Kiva Theatre
has been leased by Mid-Central Theatres
to Charles Burton of Erie, Kas., who will reopen
it November 1. Burton has also worked
as a disc jockey at Parsons but plans to move
to
Slater.
A.A. THEATRE CONCESSION
Distributors . . .
SUPPLY
CO.
• CASTLEBERRY'S FOODS
• CANDIES POPCORN
• SEASONING
• PAPER ITEMS
1538 Tower Grove Ave., St. Loult 10, Mo.
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Rio Now Has Those Famous Blue
Sutherland Carry-Out Trays in
$17^^ "" ^'""^
Stock
Other trays from $14.00 per thousand
F.O.B St.
Louis, Mo.
^^yo44/i ctutceiUiut'i. Uitj/UtMcL"
BOXOFFICE :
: October
20. 1956
51

CHICAGO
prances Clow, Chicago correspondent for
BOXOFFICE, won a two-week trip to
Europe and will not be collecting the regular
news bits for two weeks. She left by plane
for Germany Monday

T"
JK^ssa^gBaaaaBB••••••••••«•«•••••«•«
FESEARCH
BUREAU
for
IDERN THEATRE PLANNERS
OLLMENT FORM FOR FREE INFORMATION
MODERN THEATRE
UNING INSTITUTE
Van Brunt Blvd.
aas City 24, Mo.
10-20-56
itlemen:
lease enroll us in your RESEARCH BUREAU
eceive information regularly, as released, on
following subjects for Theatrp Planning:
\coustica

EDWIN J. THOMAS iOfUgtt b/ fobion Bachroch
". . . added over 20,000 employees
to The Payroll Savings Plan."
"The Savings Bond Program—like any other program in
a corporation— will succeed only if it has the complete
support of top management. Recently the Goodyear
Tire & Rubber Company added over 20,000 employees
to the Payroll Savings Plan, attaining an overall participation
of over 71%. While the drive itself was successful
I feel the job is only half done. Now we are
installing a program to maintain this high peak of participation.
Such a program will constantly keep the
merits of the program before each employee, encouraging
him to provide his own security through this
eflFortless plan of saving."
EDWIN J. THOMAS, President
The Goodyear Tire & Rubber Company, Inc.
What is the percentage of employee participation in
your Payroll Savings Plan? If it is less than 50%, get in
touch with Savings Bond Division, U.S. Treasury Department,
Washington, D. C. Your State Sales Director
will be glad to help you increase your participation to
60% or higher. A phone call, telegram or letter to
Savings Bond Division, U.S. Treasury Department will
bring a prompt response.
The United States Government does not pay for this advertising. The Treasury Department
thanks, jor their patriotic donation, the Advertising Council and
BOXOFFICE
54 BOXOFFICE :
: October 20, 1956

—
Annual Gathering
of the
Motion Picture Exhibitors
of
Florida
at the
Hotel Roosevelt,
Jacksonville,
on
October 28-30
will be
THE BIG CONVENTION
FOR
LITTLE EXHIBITORS
Si Fabian, Keynote Spealcer
George Jessel, Toastmaster
Forum talks by Herman Levy,
Van Myers, LaMor Sorra, Judson
Moses, Jimmy Gaylord and many others
Send your registration today to:
Mrs. Betty Loop
P. 0. Box 1962
Jacksonville, Flo.
Full round of valuable business sessions,
cocktail parties, banquets and
entertainment
Midsouth TOA Sessions
Expected to Draw 300
MEMPHIS—All roads in the midsouth A busy two-day convention has been
territory will lead to Memphis next week for planned by C. N. Eudy, Houston, Miss., Tristates
president, and Leon Bountree, Holly
the 47th annual convention Monday and
Tuesday (22, 23) at Hotel Gayoso of the Theatre
Owners of Tennessee, Arkansas and 300 and 400 delegates are expected.
Springs, Miss., convention chairman. Between
Mississippi, TOA affiliate.
Here is the program:
Monday
9 a.m.—Registration of delegates.
12 noon—Luncheon at Hotel Gayoso with welcome speeches and report of the
president for year.
2 p.m.—Business session with a discussion of small business loans that are available
to theatres.
4 p.m.—Board of directors meeting.
7:30 p.m.—^Dinner at Hotel Claridge, with Film Transit, Inc., of Memphis as host.
Tuesday
10 a.m.—Business session with election of officers with a business session to
discuss Exhibitors Motion Picture Ass'n plan.
12 noon—Luncheon. Dick Kennedy, Birmingham, assistant to the TOA president
(who could not attend because of previous engagements) will make the convention's
major address on the motion picture industry and its problems.
No afternoon sessions. This time is given for delegates and their wives to visit
Filmrow and see the town.
7:30 p.m.—Annual banquet and dance. There will be no business at this closing
event.
$10,000 Fire Damage
At Rilz in Memphis
MEMPHIS—Fire swept through the Ritz
Theatre, Poplar and Evergreen streets, at 1
a.m. Monday (15), causing damage estimated
at $10,000. The theatre will remain closed
during the two or three weeks required for
repairs and redecorating.
The theatre had been closed for the night
and firemen had to break in the front door
to reach the fire. They blamed faulty wiring
for starting the fire, which originated in the
stage area. The screen was burned, ceilings
and walls blackened.
David Flexer, who owns the building and
contents, said the damage was covered by
insurance. He added that the interior would
be completely redecorated.
Jack Katz, who operates the Ritz, was ill at
home at time of the fire and unable to go to
the scene.
Don George Antitrust Suit
Returned to Calendar
SHREVEPORT—The lengthy antitrust suit
of Don George et al against Paramount Pictures
was ordered returned to the motion
calendar Friday (12) in a written opinion
handed down by Federal Judge Ben C.
Dawkins jr.
George, who died since filing of the suit,
and other motion picture house operators in
Shreveport filed the suit asking $372,000
damages and costs because of "agreements
and conspiracy in operating motion picture
business in Shreveport in violation of the
Sherman-Clayton antitrust act."
Judge Dawkins, in his opinion, said the
case should be returned to the motion
calendar for further arguments on plea of
prescription entered in the action. Neither
side has presented clear arguments In the
matter, he said.
'Unknown Takes Lead
At 155 in Memphis
MEMPHIS—"Toward the Unknown" set
the pace at first runs with 155 per cent at
the Warner Theatre.
(Average Is 100)
Maico Showdown at Abilem (U-l) 75
Palace—Attack! (UA), 2nd wk 90
State Tco and Sympathy (MGM), 2nd wk 100
Strand—The Lost Wagon (20th-Fox) 100
Warner—Toward the Unknown (WB) 155
FST Staff Bids Farewell
To Margaret Haddaway
ORLANDO, FLA. — Margaret Haddaway,
Florida State Theatres staff member, was the
guest of honor at a farewell party given by
her associates and friends at the Langford
Hotel in Winter Park. She resigned prior
to leaving for Oakland, Calif., where she is
to marry William Stokes, an Air Force officer
who operates an officers club in that
city.
Etaployed by FST for the last six years,
Miss Haddaway began as the private secretary
of Vernon Hunter and later managed
the Rialto and Roxy theatres. She also engaged
in genersd office and advertising work.
Memphis Films Council
Elects Mrs. Harry Allen
MEMPHIS—The Better PUms (Council, dedicated
to approve selection rather than
censor motion picttires and to bring the best
pictures to the attention of the public, has
elected Mrs. Harry D. Allen president for 1957.
Mrs. Clarence Hossey was named first
vice-president; Mrs. Frank Flowers, second
vice-president; Mrs. Joe Plannigan, recording
secretary; Mrs. Robert Bostick, corresponding
secretary; Mrs. Dan Graham, treasurer,
and Mrs. Herbert Morarity, parliamentarian.
BOXOFFICE :: October 20, 1956
SE 55

SI Fabian Will Keynote
Convention of MPEOF
JACKSONVILLE— Mayor Haydon Burns, a
theatre usher in his youth, will be the welcoming
host at a Sunday night (28) cocktail
party sponsored by the Nehi Bottling Co.,
manufacturer of R. C. Cola, in the exclusive
River Club for hundreds of southeastern exhibitors,
theatre suppliers and distributors
who have registered for the eighth annual
convention of the Motion Picture Exhibitors
of Florida.
Horace Denning, TOA vice-president and
When you provide the "comforts
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Horace Denning Elmer Hecht
an executive of Dixie Drive-In Theatres who
is chairman of the gatherings here at the
Hotel Roosevelt, said that guests will hear
the finest group of industry speakers ever
to accept invitations to a Florida convention.
Also readied for the meetings are business
session for presenting the latest developments
in the exhibition and distribution fields, plus
a lavish round of entertainment for visitors
and their wives.
In addition to Nehi, sponsors for leading
events on the calendar are the Coca-Cola
Co., Benton Bros. Film Express, Alexander
Film Co., Motion Picture Advertising Co.,
Filmack Trailer Co., National Theatre Supply,
Wil-Kin Theatre Supply, Joe Hornstein,
Southeastern Theatre Equipment Co., United
Theatre Supply and Dixie Theatre Service
& Supply.
MAYOR TO EXTEND GREETING
Welcoming visitors on the convention floor
with Mayor Burns on Monday morning (29)
will be Elmer Hecht, MPEOF president and
Wometco Theatres executive of Miami. Door
prizes of Bulova watches will be awarded at
this and other business sessions.
Delivering the Monday keynote address, expected
to be one of logical optimism for
the future of exhibition, will be Si H. Fabian,
TOA treasurer and president of Stanley Warner
Theatres, New York. After Fabian's
talk, Fred Hull, MGM executive will lead a
roundtable discussion on new feature product
coming from Hollywood in the next few
months. Representatives of 10 other distribution
companies will participate in describing
their top film set for early release,
including RKO, Paramount, United Artists,
20th-Pox, Allied Artists, Universal, Columbia,
Warner Bros., Buena Vista and Howco.
Leading speakers at the Monday luncheon
will be Ernest Stellings of Charlotte, new
president of TOA, and Herman Levy of
New Haven, Conn., TOA general counsel. A
Monday afternoon workshop on motion picture
promotion campaigns, advertising and
publicity will be conducted under the chairmanship
of Louis J. Flnske, president of
Florida State Theatres, with panelists Irving
Mack, Filmack Trailer Co., Chicago;
James Gaylord, Starlight Drive-In Theatre,
Troy, Ala.; Judson Moses, MGM explolteer,
Atlanta, and Ronnie Otwell, Martin Theatres,
Columbus, Oa.
TO HOST MONDAY PARTY
Carl Mabry, MPA president, will host a
Monday evening cocktail party in the hotel's
Mayport room, which will be followed by a
buffet dinner. Closing Monday's program
will be a conducted tour of Variety's JacksonviUe
Fair at the Gator Bowl which will be
free to all convention guests, followed by late
dancing back at the hotel and social gatherings
in the Variety Club.
The Tuesday morning (30), program will
lead off with a major concessions forum under
the leadership of nationally recognized
Van Myers, head of Wometco Theatres candy
and popcorn department in Miami, with the
cooperation of Bob Harris, confection sales
executive of Florida State Theatres; PhU
Loew and Jim Hoover.
Sam Pinanski of Boston, head of the New
England Theatre Co. and a member of
COMPO's presiding triumvirate, is slated to
give the Tuesday luncheon address on
COMPO's aims for achieving greater harmony
among leading segments of the motion
picture industry. Bob Daugherty, Floyd
Theatre general manager, Haines City, will
be chairman, and other speakers will be
Mitchell Wolfson, Wometco leader, Miami,
and LaMar Sarra, FST general counsel, this
city.
Tuesday afternoon will be devoted to an
MPEOF closed business session and the annual
election of officers, with President
Hecht presiding.
An evening cocktail party in the hotel's
Mayport room will precede the closing president's
banquet in the Roosevelt's grand ballroom
at which George Jessel will serve as
toastmaster. Chairman Denning said that
preparations for the banquet will insure the
finest closing program in the organization's
history, including a number of surprise events,
entertainment and dancing until a late hour
to the music of Johnny Jelinek's orchestra.
Assisting Denning in the multiple phases of
readying the convention for the expected
hundreds of out-of-town guests have been
the following:
Betty Loop and Tom Kelly, Atlantic Drive-
In; C. H. Deaver, independent booker; Bob
Heekin, George Krevo and Bob Cornwall,
Florida State Theatres; Carl Carter, Alrbase
and Ribault drive-ins; Jesse Marlowe, Beach
Theatre; Sheldon Mandell, St. Johns Theatre;
Bill Beck, Five Points Theatre; Fred Hull,
MGM; Clint Ezell, National Theatre Enterprises,
and James Carey, Normandy Twin
Outdoorer.
By special arrangements with the Variety
Club and Women of the Motion Picture Industry,
all out-of-towners coming to the convention
are invited to attend a gala Halloween
benefit dance at the Duval County
Armory, State and Market streets, as preopening
social event for the MPEOF gathering.
Music will be by Danny Hi's orchestra-
Co-chairmen are Tom Sawyer, Variety, and
Mamie Newman, WOMPI, with Jane Popplewell
as ticket chairman.
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: October 20, 1956

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BOXOFHCE :
: October 20, 1»56
57

MIAMI
pST's special children's matinees recently
included a show that lasted for five hours
at the big neighborhood Shores Theatre . . .
The Coral had two full-length features and
six cartoons . . . Children required no ticket
on a recent Saturday to be admitted to Wometco's
Sunset Theatre. The free matinee
presented two features and ten cartoons. The
regular feature, "Frisky," was not considered
appropriate for the smallfry and so was
withheld from the matinee.
Filippo Del Guidice, well known among
theatre people here for having made long,
though unfruitful, efforts to establish film
production in Miami, told the Herald's amusement
editor that he has succeeded in his
second dream however. Financing has been
arranged for "Antony and Cleopatra," and
production is to start in Italy early next
year. Del Guidice is the Academy Award
winner of "Henry V" and "Hamlet."
. . . Considerable
Georgre Engle, owner and operator of the
Grove Playhouse, may try out the idea of
nmning special art films during the legitimate
theatre off-season. That would mean
motion pictures in the summer
controversy has been heard here
over the shooting locale for "Island in the
Sun," Jamaica being indicated. Shooting, it
Is learned, is to be divided between Barbados
and Grenada islands. Belle Fontaine, the
plantation where most of the action occurs,
will be the Folly Hill plantation on Barbados.
The independent Flagler, a Spanish-language
house, has a serial going . . . Caxleton
Howard, lecturer on hygiene, appeared on
stage in person in connection with "Children
of Love," showing at the Roosevelt. No children's
tickets were sold and, according to the
ads there were "nurses in attendance."
. . . "It's Family at
John Calio, who moved over from the
Flamingo to manage the Lincoln, both
Brandt houses, finished the last few days of
"High Society," which played nine weeks
at the two theatres. "Private's Progress" follows.
On the heels of that one, "War and
Day Peace" will open
the Movies," read a Saturday 'Wometco ad
header for midnight sneak previews of a new
suspense drama at the three luxury houses in
the area.
For Columbus Day, a holiday for school children,
Wometco booked matinees at three
neighborhoods. In line with Columbus as
the "discoverer of a new world," the three
houses had "outer space" adventure films as
their main attraction. Ten cartoons rounded
out the shows. Cartoon carnivals were added
to drive-in early shows . . . The neighborhood
Cameo had a big special ad on "The Search
for Bridey Murphy," also a sketch of Freeman,
the Hypnotist, who appeared in person
at an evening performance.
Al Glick of FST has returned from a jaunt
to New York where he had a glimpse of Carlos
Prio in Reuban's. He also discovered
that Johnny Johnston has patented an idea
called a chocolate straw. When you sip milk
you get chocolate flavor . . . MGM Producer
Robert Pirosh is expected to visit Florida soon,
since receiving clearance from the government
to explore the chances of developing
a film script based on the guided missile program.
Don Tilzer, Claughton's ad and publicity
head, is a cousin of the late Albert Von Tilzer,
composer of "Take Me Out to the Ball
Game." Don says the composer added the
Von for professional reasons ... A joint show
of two painters is now to be seen in the lobby
of the Mayfair Art Theatre. After a twoweek
showing it will move to the Parkway for
an additional two weeks.
Herb Rau, Miami Daily News amusement
editor, went to New York for the world premiere
of "Giant." When he returned he told
local patrons that the picture has a giant
cast and the premiere was a giant, too. Even
the tickets, he said, measured 11x6 inches.
The premiere was a benefit for Muscular
Dystrophy and took place at the Roxy. They
packed the Roxy with celebrities, said Rau,
and after the premiere, Harwyn's, a soignee
pub on East 52nd street, was taken over for
an elbow-bender that "may still be going on,
for all I know." Stars of the picture were
there, and flocks of "personalities," among
these Elizabeth Taylor, Virginia Mayo, Mercedes
McCambridge, Chill Wills, Jane Withers
and Rock Hudson.
Golden Glades Twin Drive-In tacked a
"held over two more days" sign over the
"last night" notice on the marquee for "The
Proud and the Profane." . . . Mayor C. B.
Harvey of Key West got a nice columnar pat
on the back from the Herald amusement
Advanads Co
"Sells Coming Attractions"
FILM
BUILDING
2108 Payne Avenue Cleveland 14, Ohio
Phone superior 1-1221
Cordially Invites Your Inspection of DISPLAYS OF ADVANADS
Now Processed With Fluourescent Paint and Illuminated With Black Light
The Following Theatres in This Area Represent Only a Few
Proud Users of Our 'low Cosf COMING ATTRACTION Service:
DO NOT FAIL TO VISIT THE
THEATRE NEAREST TO YOU!
Carol AlbartvUle, Ala.
Aubum-0p«llka Drtv«-ln Auburn, Ala.
Carver Birmingham, Ala.
Princess Decatur, Ala.
Martin Dothan, Ala.
Lavy Enterprise, Ala.
PIttman Gadsden, Ala.
Princess Gadsden, Ala.
take Guntersvirie, Ala.
Grand Huntsviile, Ala.
Lyric Huntsviile, Alo.
Pekin Montgomery, Ala.
Martin Roanoke, Ala.
Roxy Russeilviiie, Ala.
Martin Sylacouga, Ala.
Man Fernondia, Fia.
Lakeland Mve-ln Lakeland, Fia.
Martin Panama City, Fia.
Florida Sarasota, Fia.
Plaza Atlanta, Go.
RItz Ationto, Ga.
Royal
Atlanta, Ga.
Canton
Canton, Ga.
West
Cedortown, Go.
Vogue
Cochran, Ga.
Georgia Columbus, Ga.
Liberty Columbus, Go.
Crisp Cordeie, Go.
Wink Dalton, Go.
Glenn Decatur, Go.
Eost Point East Point, Go.
Grond Fitzgerald, Go.
imperial. . .' Griffin, Ga.
Fulton Hapevilie, Go.
LoGronge LaGronge, Go.
Strond Marietta, Go.
Campus Milledgeviile, Go.
Ocilla Oeiilo, Go.
De Soto Rome, Go.
1 St Avenue Rome, Go.
Tift Tifton, Go.
Weiiston Warner Robins, Go.
Princess Carthage, Tenn.
Roxy Clarksviiie, Tenn.
Princess Cleveland, Tenn.
Dickson Dickson, Tenn.
Martin Etowah, Tenn.
Roxy Gallatin, Tenn.
Princess Horrimon, Tenn.
Piozo Humboldt, Tenn.
Tennessee Johnson City, Tenn.
Tiiiery Knoxvlile, Tenn.
Princess LelKinon, Tenn.
Princess Lexington, Tenn.
Dixie Lewisburg, Tenn.
Capitol Mary vliie, Tenn.
Memphlon
Memphis, Tenn.
Princess Morristown, Tenn.
Princess Murfreesboro, Tenn.
Beile Mead* Noshviile, Tenn.
Belmont Nashville, Tenn.
Elite Nashville, Tenn.
Green Hill Noshvllic, Tenn.
inglewood Noshvllie, Tenn.
Melrose Noshvllie, Tenn.
Grove Oak Ridge, Tenn.
Som Davis Pulaski, Tenn.
Roxy Rogersvilie, Tenn.
Copltol Union City, Tenn.
For Information
Write or Call Direct ... OR CONTACT
ATLANTA OFFICE
-k 146 WALTON ST., N. W.
^ TO HAVE REPRESENTATIVE CALL ON YOU
58 BOXOFFICE :
: October 20, 1966

'
distributors,
||&
editor, who wrote that Florida filmmaking
received a real boost when Harvey designated
a recent Sunday as "Carib Gold Day in Key
West." The proclamation was in honor of
the world premiere of the picture in the
southernmost U. S. city. The film, a story of
the shrimp industry, made its debut via
Nationwide Pictures and the publicity direction
of cinematographer Hal Carrington.
All filming was done on the keys.
. . According to
Localites are being advised to hustle over
to the Sheridan to see "Oklahoma!" if they
haven't already done so. "Around the World
in 80 Days" is almost sure to be following
soon, now that the picture is set for a New
York opening this month .
a French film, "Children of
ILove," is to have a first American showing
[at the Miami Beach Roosevelt and the Miami
{Tivoli, both independents. Small teaser ads
|are appearing in the papers.
Clauirhtons have secured hypnotist Frank
Freeman to assist in the exploitation of "The
I
[Search for Bridey Mm-phy." Techniques of
this craft will be demonstrated by Freeman
fin the lobbies of the Floyal and Trail thef^tres,
before and during the run of the
picture . . . Maxine Fisher, a Coral Gables
High School senior who works in the Miracle
Theatre, is home again after auditioning in
Atlanta for Otto Preminger. Out of 65 girls,
Maxine was one of five asked to read the
"Saint Joan" trial scene in its entirety. Local
rooters hope she will be in the second audition
group.
"The King and I" was a holdover at the
neighborhood Parkway ... A 35 cents admission
on a special family day was In
effect recently at the Center . . . Special
family night at the Strand had a 25-cent
adult admission as a midweek event . . . Caplans
has a first showing in Miami Beach of
"The Witch." Ads stress "adults only" . . .
Mack Herbert added five stage acts to his
Thursday-Friday film performances at the
Bard Theatre. On the screen was "Follies
Review." Admission of 60 cents gave patrons
their choice of continuous performances,
starting at noon. Herbert took a big ad space
to publicize the event.
Manager Paul K. Hepner reported a theft
of $175 from a safe in a rear office of the
neighborhood Parkway Theatre. The burglars
so far have eluded police . . . Every once In
a while Wometco reminds film patrons via ad
headings that the circuit is home-owned and
home-operated. Started some 30 years ago
with one theatre (the old Capitol, now housing
studios for WTVJ), the organization is
one of the most important businesses of this
area.
Robert Green, personnel director for
Wometco, arranged for Salk polio vaccinations
to be given employes of WTVJ and their
families at a minimum fee. An impromptu
laboratory was set up in the studio and more
than 75 per cent of the personnel availed
themselves of the opportunity.
The Sidney Meyers have returned from a
Mediterranean cruise. Following their visits
in Chicago and New York, and a stay on a
Wisconsin ranch, the Meyers continued their
holiday with the cruise, accompanied by their
daughters and sons-in-law, Bobbee and Roy
Schechter and Patsy and Charles Goldstein.
Mrs. Lillian C. Claughton, head of the theatre
circuit, has been appointed state affairs
director of the women's division of Miami-
Dade County Chamber of Commerce. Installation
of officers takes place at the Urmey
Hotel, with Gov. Leroy Collins as the principal
speaker. Mrs. Claughton, who is also one of
the directors of the Pan-American Hotel and
Restaurant exposition, is to act as one of
the hostesses on the occasion of the 11th
annual exposition.
Hal Stanton, manager of the downtown
Florida, is looking for a young lady who looks
like Judy HoUiday. Measurements and
general description were furnished by one
amusement page. Stanton has wangled a
"solid gold" limousine, which is currently
cruising the streets in behalf of "The Solid
Gold Cadillac" opening. The young lady Is
wanted as a passenger.
For the first time in its history, the local
area is supporting legitimate theatre, judging
by the success of the erove Playhouse, about
to start its second season. Advance deposits
of $15,000 have already been received at the
boxoffice, and a theatre party of 400 has made
reservations for next May, despite the fact
that the list of plays to be presented has not
yet been announced. Oil tycoon George S.
Eagle has spent an unlimited amount of
money in making a showplace of the Grove
Theatre and is bringing first class theatre
to town. Life Magazine again plans a spread
on the enterprise, and Promenade will devote
an entire edition to it.
Groups Try to Close
Film Ending Its Run
MIAMI BEACH — Clubwomen, judges,
county officials and the prosecutor's office recently
were trying frantically to stop the run
of an alleged indecent motion picture here
that was closing routinely anyway.
The circumstance was front-paged by the
Miami Daily News in a story bylined by Ed
Seney. "Unashamed," a film billed at the
Roosevelt Theatre as "tender love and inspiring
sacrifice. Intimate! Tempting! Revealing!"
was on its last imashamed legs,
Seney wrote, while the wheels of official and
unofficial censorship were turning.
Action against the film was first asked by
the Dade County PTA in telegrams to circuit
judges Pat Cannon and Ray Pearson and
county solicitor John Marsh. Telegrams read:
"We earnestly request that every effort be
asserted to immediately stop the showing of
the present lewd and indecent film at the
Roosevelt Theatre, Miami Beach, and request
an investigation of similar films
planned for the future."
However, Mrs. Alice Tauber, PTA president,
admitted to the News that none of the
members had seen the picture. "We object to
the advertisements in the newspapers and the
pictures in front of the theatre," she said.
She also was under the impression that the
picture was just opening instead of closing.
A spokesman for the Roosevelt said that
the picture was closing to make way for another
one already scheduled, called, "Child of
Love." This one, he said, has been passed by
the National Board of Review.
"We stopped one some way last year," Mrs.
Tauber said, and added that they were trying
to determine how they did It.
The young actress, Mary Webster, has been
signed for a role in Paramount's "The Tin
Star."
ALL-TIME HITS!
CUUDETTE COLBERT • JENNIFER JONES
JOSEPH COTTEN • SHIRLEY TEMPLE
MONTY WOOILEY • LIONEL BARRYMORE
ROBERT WALKER • GUY MADISON I*
Since You Went Away
Directed by John Cromwell
CINCER JOSEPH SHIRLEY
ROGERS -COTTEN -TEMPLE
^
JUk"
An Exciting Mystery.'
by
WILLIAM DllETERLE
Produced by
DORE SCHARY
DAVID 0. SeUNICKS pr«l

MEMPHIS
Cons of many trade territory exhibitors
are following the footsteps of their fathers
into the theatre business. Among some of
them here booking and buying for their
theatres were: J. F. Singleton and his son
Jimmy, who own and erate the New Theatre
at Marlced Tree and the Sharum at Walnut
Ridge, Ark.; C. N. Bonner and his son Robert,
Community Theatre and Pines Drive-In
at Pine Bluff, Ark.; J. K. Jameson sr. and
J. K. jr., Ken at McCrory and Ritz at Bald
Knob, Ark.; W. P. Ruffin sr. and son W. P.
jr., West Tennessee and Kentucky theatres
and drive-ins, Ruffin Amusements Co.,
Covington, Tenn . . . Sons-in-law figure in
this trade territory, too. Moses Sliman, Lux,
Luxora, and his son-in-law William Ellas,
Elias Drive-In, Osceola, Ark., were in town
on business.
Frequently there are husband and wife
teams among visiting exhibitors. Sometimes
fiimiiai ll»S.WAIAW
CHICAGO t. III.
COMPLETE LINE
$f75«a

ATLANTA
•Three MGM starlets, Marjorie Hellen, Betty
Uitti and Theona Bryant, were here to
model clothing worn in "The Opposite Sex,"
which will have a November showing . . .
Helen Thomas is the new ledger clerk at
Republic, replacing Audrey Brackett, who
resigned. New at UA is Mary Heard, secretary
to office manager Charlie Touchon. She
replaced Joanne Blake, who will become a
housewife . . . H. H. Hull, buyer and booker
for the Tri-City and Twin-City drive-ins,
Johnson City, Tenn., was on the Row introducing
the new manager for the drive-ins,
lay Austin. Present plans are to keep both
open during the winter.
The Cameo, Madisonville, Ky., was closed
ctober 7, according to Crescent Amusement
30. . . . The southern premiere of "Cinerama
ioliday" October 30 at the Roxy will be
^sponsored by the Atlanta Junior Chamber of
Commerce. Proceeds from the premiere will
be used to support programs sponsored by the
Jaycees, such as the "get out and vote," "big
brother," "mental health," "youth welfare"
and "public safety" movements.
Curtis Mees, former manager of the Paramount,
is now district manager for Skouras
Bros, circuit, headquartering in New York.
Mees supervises five theatres in New Jersey.
Prank Vinson, formerly Fox Theatre manager,
replaced Mees . . . C. T. "Shag" Jordan,
UA salesman, was on the Row greet-
retired
ing friends.
Following the third national convention in'
Atlanta, Gladys Rawnsley, Toronto WOMPI
president, visited friends in Macon for a
week. Miss Rawnsley is secretary to Charles
Chaplin, UA district manager in Toronto . . .
Since obtaining city council approval in September,
the Liberty Theatre, Chickamauga.
has been operating temporarily on Sundays.
The reaction to Sunday shows has been
so favorable that the permit has been extended
to "indefinite Sunday" operation, according
to Manager Mrs. C. E. Maroney . . .
Ernest Rogers, former film critic and Atlanta
Journal columnist, has been appointed
Georgia state chairman of the 1957 March of
Dimes. Rogers was acclaimed "mayor of
Peachtree street" upon the publication of his
newest book "Peachtree Parade." He was also
the subject of a recent Resider's Digest article
on "The Most Unforgettable Character I've
B>ver Met."
Ben Joel, executive of Loew's, New York,
was a recent visitor here to attend a wed-
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ding. He visited Boyd Pry, Loew's Grand
manager, before returning to New York . . .
A. B. Padgett, Wilby executive, has returned
from a business trip to Savannah . . . On the
Row to book, Norris Stephens, Grand and
Screven Drive-In, Sylvania, was all smiles.
Following a diligent campaign, he finally obtained
city council approval for Sunday showings
at the Grand. The first Sunday show
was October 7, "High Society."'
William Specht, former film salesman in
this area, died at his home here after a long
illness. He was 59 . . . Sarah Masden, UA
ledger clerk, has returned to her desk following
an illness. She recuperated at the home
of her parents in Toccoa . . . "War and Peace"
opened at the Paramount here Thursday
(18).
. . Jimmie Bello, Capitol
C. S. Simpson, executive of American International
Corp., has returned to his home
in Chattanooga, Tenn., following a business
trip to New York .
Releasing Corp., visited the Ernest Martin
circuit, McMinnville, Tenn. . . . Terry Moore
was a visitor here plugging her latest picture
"Between Heaven and Hell." She appeared
on the stage of the Fox Friday evening
(12) . . . UA employes honored cashier
Bea Finch on her birthday at a luncheon
at Little Italy.
On the expiration of the lease, the 81 Drive-
In, Kingsport, Tenn., was taken back over by
J. P. Pierce jr., owner. Russell Parham operated
and managed the theatre until Saturday
(6) . . . Mrs. Tillie Shapiro, Southern
Poster Exchange, is on a business and
pleasure trip to New York and Philadelphia
. . . According to buyer and booker Al Rook,
Film Booking Office, the Twilite Drive-In,
Jamestown, Tenn., will close November 3 and
the Monteagle Drive-In, Monteagle, Tenn.,
on November 4 for the winter. Rook spent
the weekend in Cleveland, Tenn.
The Pike and Enzor theatres, Troy, Ala.,
have been taken over by the Martin circuit,
effective immediately, according to former
owner Eddie Tomberlin. Tomberlin will remain
as city manager ... In town booking
from Alabama were Travis Rainey, Hatfield
Drive-In, Athens; Fred Yarbrough,
StarVue Drive-In, Hillsboro; Paul Engler,
Engler Theatres, Birmingham; R. M. Kennedy,
Kennedy Theatres, Birmingham, and
president of Alabama Theatre Owners Ass'n;
W. W. Hammond jr., Marshall Drive-In in
Albertville, Wilson Drive-In in Florence and
Bowline Drive-In, Decatur; Tom Miller, Parkvue
Drive-In, Muscle Shoals, and Eddie Foster,
Jet and Montgomery drive-ins, Montgomery.
Walter Morris, Pike, Tower and Lee,
Knoxville, also was in as was P. J. Gaston,
Rex and Lincoln, Griffin, Ga.
Remodel at Ozark, Ark.
OZARK, ARK.—The building housing the
Ozark Theatre has been remodeled, the
screen raised and a new sound system installed.
Audry Thompson is the owner.
NEW ORLEANS
. . .
pddie P. Dubiusson, owner of the Hollywood
Theatre, Franklinton, has employed J. G.
Broggi to do his buying and booking . . .The
Bijou Amusement Co. has closed the Lincoln
Theatre, Baton Rouge . . . Mrs. C. R.
LaBorde has closed the Laborde Theatre,
Bordelonville The 82 Drive-In, Stamps,
Ark., has been closed.
The Glenwood Theatre, Shreveport, owned
by T. E. McElroy, was to close Saturday (20)
. . . The Brad Drive-In, Plaquemine, changed
its name to the Joy Drive-In.
In New Orleans booking and around Filmrow
were Levon Ezell, Ritz and Pix, Pascagoula.
Miss.; J. A. Parker, Gordon, Westwego;
Ernest Drake, Ideal, Ponchatoula; Ed
Jenner, Drive-In, Laurel, Miss.; E. R. Sellers,
Yam Drive-In, Opelousas; A. J. and Bernle
Rosenthal, Joy, Alexandria; John Elzey, King,
New Roads; Frank DeGraauw, Franks, Bob
and Lafitte Drive-In, Abbeville, and Mickey
Versen, C-Wall Theatre, Morgan City.
flLfn BOOIG OfflCf
Experience — Industry Integrity
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160 Walton st. n.w. .V»H

JACKSONVILLE
K C. Lyies jr., credited as assistant producer
of Paramount's "The Mountain," which
will soon have a first run booking at the
Florida Theatre, began working in the industry
as a page boy at the Florida and was
employed there as a doorman when he left
to begin a Hollywood career . . . FST's J. E.
Levine secured the service of a 1957 Lincoln
convertible and a liveried chauffeur to conduct
Terry Moore, star of "Between Heaven
and Hell," from her hotel on a busy round of
appearances at radio and TV stations, the
Naval Air Station and to a stage appearance
at the Florida where her new film Is playing.
She was escorted by her mother, French Harvey
and Don Yarbrough, 20th-Fox publicity
man.
A new organization of the service staffs of
downtown theatres enjoyed an after-midnight
outing at the north jetties on Fort
George Island under the leadership of Harley
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Oklahoma UTO Sets
March Confab Date
OKLAHOMA CITY—United Theatre Owners
of Oklahoma will hold its annual convention
and tradeshow here on March 6, 7, 1957,
E. R. "Red" Slocum, executive director, said
this week.
In a letter to all theatre owners and film
industries, Slocum said plans were being
formed to have convention headquarters at
the Biltmore Hotel, where the tradeshow,
registrations and luncheons tentatively will
be held.
H Preliminary plans call for a "ranch party,"
)uffet style, with entertainment and refresh-
^faients at the Sportsman's Club March 6 and
^b, UTOO dinner dance, preceded by a refreshment
hour, at the Skirvin Tower Persian
room March 7.
K Slocum asked for members' suggestions as
Hio hotels, plans, ways of improving the con-
^wention, etc. He said that the Variety Tent 22
Hs "going all out to help UTOO make this the
-
outstanding theatre owners convention of the
nation." Guest tickets will be issued to Variety
Club, which will offer a special early
bird breakfast.
In another bulletin, Slocum called UTOO
members' attention to a pamphlet put out by
the Filmack Trailer Co., Chicago, giving suggestions
to theatre owners on how to get
merchants to buy holiday screen greetings.
"Merchants, professional people and clubs
who have availed themselves of these goodwill
theatre screen greetings have come to expect
the theatre owners to offer them the opportunity
to present their holiday greetings
through the visual medium of their local
theatres," Slocum said.
"If you are one that has denied himself
this extra, badly needed preholiday cash, it
might be well to quickly reconsider what you
have been missing."
Plan Oklahoma City Ozoner Center
To Be Financed by Sale of Stock
OKLAHOMA CITY—A drive-in
theatrerecreation
center, hailed as an innovation
for this area "in package entertainment for
the whole family," is projected here by a sixman
group who plan a major portion of the
financing through sale of stock at $1 a share,
restricted to residents of Oklahoma.
Cinema-Surf, Inc., plans to build a twinscreen
drive-in theatre accommodating 938
cars; a luxurious restaurant with rooftop
dining for summertime, separate from the
drive-in concession service; a de luxe Surf
Club which includes two swimming pools, a
big one for adults and a small one for children;
an amusement park, and an ice skating
rink to be set up in wintertime in the
large swimming pool. In addition, the drivein
will provide car food service on a microphone
hookup and a free amusement area
for youngsters under the screens.
A full-scale advertising campaign currently
is under way to interest small investors
in the new company. Included in the promotion
were a booth at Oklahoma state fair
in September and a full-scale TV advertising
campaign. However, the offer to sell stock
is by prospectus only and is open only to bona
fide residents of Oklahoma. Stock sells at
$1 a share. The corporation is authorized to
sell 500,000 shares. Proceeds are to be spent
as follows: $400,000 to construct the theatre
and $100,000 stock selling commissions.
A plot of land just south of the Downtown
Airport, on South Western at SW 21, already
is owned by the corporation. Grading of the
site has begun. However, construction will
not start until the first 200,000 shares are paid
into the corporation, explains Marion L. Roberts,
a director. Roberts Brokerage Co. is
handling the stock sale.
C. Owens Parker of Shawnee is the contractor
and also a director in the company.
John C. Garner, Oklahoma City, is president
and chairman of the board. He is owner
of a drive-in restaurant here and president
of O.K. Materials, Inc., a road building materials
business.
L. E. Thorpe, Oklahoma City, is vice-president
and director. He is president of Traders
Exchange, Oklahoma City, and has oil interests
in Oklahoma. Ralph W. Russell, local
attorney, is secretary-treasurer and general
counsel. J. D. McCarty, Oklahoma City, member
of the Oklahoma House of Representatives,
is advisor to the board. Parker and
Roberts complete the list of directors.
Parker Construction Co. has offered to design,
furnish plans and specifications and
supply such small tools and small power
equipment as they have, and to supervise the
construction on a fee basis of 8 per cent of
total estimated construction costs.
Parker, who is president of Parker Construction
Co. as well as a director of Cinema-
Surf, has been in the theatre construction
business for over 23 years. He has supervised
construction of more than 50 conventional
theatres in Oklahoma and Texas. Since 1939,
his company has designed and erected 32
drive-in theatres throughout the Midwest.
He currently maintains an interest in the
New 50 and Claco drive-ins in Kansas City
and the Capitol Drive-In in Des Moines.
Parker is the only member of the board
with previous theatre experience.
Estimated cost of the drive-in, $400,000, is
broken down thus by Cinema-Surf: Remaining
purchase of land, $50,000; total construction,
$299,760; restaurant equipment, $30,240; two
months operating capital, $20,000.
Long Assigns Bill Smith
To Angleton, Tex„ Airer
ANGLETON, TEX.—Bill Smith, formerly
of Fort Smith, Ark., has taken over as manager
of the local Roundup Drive-In, replacing
former manager Ed Westerbeck, resigned.
Smith was manager of the 22 Drive-In at
Port Smith for three years before coming
to Angleton. He has been a theatre manager
for some ten years in Eldon, Mo., and in
Arkansas. He and his wife Georgia have a
daughter Susan, 7.
Reseat Sarasota Ritz
SARASOTA, FLA.—Ed Boyd, manager of
the Ritz Theatre, is installing 550 new seats
in the theatre. The seats, furnished by the
National Seating Co. of Nashville, are
upholstered in maroon. The cost of the
seating project runs to approximately $9,000.
Four years ago the mezzanine seats w€re replaced.
The theatre, one of the oldest in
the city, was eompletely remodeled in 1948.
Reopening in Greenwood
GREENWOOD, MISS.—The Rebel Theatre
recently was reopened, after being closed for
complete remodeling. Mrs. Elizabeth Rogers,
who has managed the Rebel and other local
theatres for 16 years, has purchased the
theatre and will operate it herself.
Dallas Plaza Installs
Film Cavalcade Murals
DALLAS—Ruth Wafford and J. T. Orr,
owners of the Plaza Theatre, have completed
installations of the "Movie Cavalcade"
murals, a product of For-Evans Murals
handled by Evans Printing & Poster Co. of
Dallas. The art panels have been displayed
around the lighting fixtures on both sides of
the stadium-type auditorium.
The installation was made by Wafford &
Orr, with D. P. Clark and supervision from
Evans. The Plaza is at 3806 McKinney St.
in north Dallas.
Enid Theatre Items
ENID, OKLA.—The Enid Drive-In has
been closed for the season, but the Trail,
south of the city, will remain in operation.
Other local theatre items:
Paul Shipley, city manager for Video Independent,
is back at his desk after being
hospitalized a week.
Bearl Borde, who has presided over the
concession counter at the Esquire for many
months, is now in charge of dispensing consession
supplies for all the Video Theatres
here.
Mrs. Charley Stone, secretary to Shipley,
recently made a plahe trip to Texas to attend
the wedding of her niece.
Exceptionally hot and dry weather has put
a damper on business in this part of the
state.
R. T. 'Art' Henley to Manage
Texas City Tradewind
TEXAS CITY—R. T. "Art" Henley has
assumed the managership of the Tradewind
Drive-In Theatre, according to Joe Brown,
city manager for Long Theatres. Henley, a
native Californian, served ten years with
Dixie Theatres of New Orleans. For the past
two years he has been connected with Royal
Theatre of Meridian, Miss.
Henley's wife and three children plan to
move here from McHenry, Miss., as soon as
arrangements can be completed.
Suffers Small Fire Damage
WICHITA FALLS, TEX.—The Carver Theatre
on Flood street here suffered minor damage
from fire which broke out in the rear of
the building on a recent Sunday evening. No
flames were visible from the outside, although
thick plumes of smoke poured from ventilation
portals. Firemen fought the blaze approximately
30 minutes.
Wisdom Carries DeMille Photos
The October issue of Wisdom is highlighted
by ph«to studies of Cecil B. DeMille by the
noted portrait photographer, Karsh of Ottawa.
BOXOFFICE October 20, 1956 SW 63

SAN ANTONIO
Kt Azteca and Clasa-Mohme film exchanges
to buy and book pictures were Bob Otwell
of Otwell & Associates, San Marcos; T. J.
"Stout" Jackson, Jackson circuit, Robstown;
Delmo Pierce, manager, the Charro Drive-In,
Santone; Manuel Womble, the Royal, La
Feria; Enrique Flores and wife, the Rio,
Mission; Maurillio Amaya, the Amaya Teatro,
Poteet; Benito Silvas, Mexico, Carrizo Springs,
and his brother Max Silva, the Silva's Teatro,
Asherton.
Seen alon^r Alamo Plaza Saturday: Robert
R. OTtonnell, branch manager, Empire-Lippert
Pictures Co., Dallas; Freddie Hansen,
National Theatre Supply, Dallas, and others
Zsa Zsa Gabor Is slated to make personal
. . .
appearances with her latest RKO picture,
"Death of a Scoundrel" which is due at the
Majestic the latter part of October or the
first part of November.
Sylvan Barry's El Capitan Drive-In suffered
a small loss Sunday afternoon when a
trash fire ignited the south wall of the screen
The Majestic brought in the king
tower . . .
of the road. "The Solid Gold Cadillac" for a
Friday opener . . . The southern premiere of
"Madame Butterfly" will be held at the
Opening Monday at
Josephine October 17 . . .
the Alameda was "Pies de Gato" on the same
bill with "The Magnificent Matador."
Adolfo "Flto" Baul Farias, owner of the
Empress, Benavldes, was a recent caller at
the film exchanges . . . Arnaldo Ramirez,
who now runs his own music store, the ARV
music shop, McAUen, was formerly manager
of the Rio, Mission. He presses the Falcon
label records and also master-minds the top
Latin-American "Falcon Orchestra." Ramirez
is reported to be at the present time in
Venezuela, presumably in the interest of his
recording and combo business.
Clasa-Mohme screened one of Its outstand-
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COOLING
ing color releases, "Con Quien Andan Nuestras
Hijas" at the Josephine for members of
the local Mexican consulate, press, exhibitors
and others from the film exchange, all of
whom put their stamp of approval on the
picture. This Eastman Color film is heralded
as being very unusual and not "just another
picture." The photographer was successful in
capturing the natural beauty spots of modern
Mexico City, a metropolis of several million
set beside a lake in an Alpine valley surrounded
by snow-capped mountains and depository
of art objects and historical relics
for over 400 yars. The picture has a controversial
theme treating of the problems
created by the new freedoms for teenage girls
in Mexico.
Maria del Carmen Flores, whose father
Enrique Flores owns the Rio, Mission, and
Jose Israel Munoz, son of a prominent Rio
Grande family, were married recently . . .
Tom Mills, longtime projectionist in the
booth of the Majestic, has retired from active
duty . . . Now booking for the Roxy Drive-In
here is Charles Donaldson of South Texas
Bookers Service.
Epitacio Flores, eldest son of the owner of
the Rio Teatro, Mission, now is manager of
that house. He was the former end player on
the Mission High football team. His father
Henry and Epitacio each own a grocery store
in Mission, and also are active in local and
valley produce market futures. The Flores
family is very well liked in film circles because
of their enterprising spirit and friendly cooperation.
Norman Schwartz, genial manager of the
Aztec, celebrated two important days in the
same week. On the second day of October,
Aztec staffers and Interstate city office
workers gave him a surprise birthday party
with cake and all. Then on October 5, he and
his wife Nell celebrated their 23rd wedding
anniversary.
Sidney Shaenfield, assistant manager of the
Majestic, and Richard Vaughan, ditto at the
Aztec, attended the state fair and the football
game in Dallas the week of October 11
. . . Martin Wood, auditor for Interstate; Milton
Overman, of Todd-AO's "Oklahoma!"
and Jake Elder, Interstater, all from Dallas,
were here in behalf of the "Oklahoma!" opening
at the Broadway, Interstate suburban
house in Alamo Heights . . . Mrs. Edith
O'Donnell has been ill. Her son is Jerry
O'Donnell, top man in the booth at the
Broadway, Interstate's ace Alamo Heights
house.
Close Pensacola Airer
PENSACOLA, FLA.—The Hlway 90 Drive-
In has closed so that its space can be used
to make room for the new Paramount Plaza
shopping center. The theatre was constructed
by Paramount Gulf Co. in 1940 and was the
first drive-in in the area. It was operated
for nine years by Floyd Lyles, now manager
of the Rex Theatre. During the last year it
has been operated by Ted SolocnoQ.
Lt. Col. Frederick J. Bremerman has been
assigned as the technical adviser of Warner
Bros.' "Melville Goodwin, UJ3.A."
EQUIPMENT
BUFFALO ENGINEERING CO., INC Dolios, Texas
$902.25 Wafer Bill Sent
To Mrs. Lelia Stearn
Columbus—Mrs. Lelia Steam, owner of
the Southern Theatre here, hopes that
city water officials will look into the
matter of a residential water bill for
$902.28. That's the amount of a bill
tendered Mrs. Stearn following; an anderground
line break at her residence in
suburban Bexley. The meter merrily kept
clicking to the tune of $902.28, whereas
the average bill is $10 to $20. Bexley
councilmen declared they sympathized
with Mrs. Steam but that the situation
would have to be worked out with Columbus
officials who had billed Bexley for
the amount, since the suburb obtains
its water from Columbus. Mrs. Stearn is
the widow of the late Max Steam, pioneer
local theatreman.
OKLAHOMA CITY
•Phe Variety Tent 22 auxiliary held a dinner
meeting and program Wednesday (17) in
the clubroom. Mrs. George Fisher, president,
introduced guest speaker Bob Chaddock,
newscaster at WKY-TV in Oklahoma City.
Chaddock talked on "What Makes a News
Commentator Tick" . . . Carl Weaver is the
new owner of the Carlton Theatre, formerly
the Ritz, at Sulphur, Okla. He bought the
house from Mrs. Izah C. Adams.
L. E. Brewer, Pauls Valley exhibitor, is out
of the hospital following a car accident near
Purcell a few weeks ago in which he suffered
broken ribs, nose and finger . . . Many
of the football fans along Filmrow were in
Dallas last weekend for the Oklahoma-Texas
game, among them Mr. and Mrs. E. R. "Red"
Slocum. The 45-0 score was a happy one for
the Oklahomans, of course.
Among exhibitors on Filmrow were Alex
Blue, Tulsa; Truman Ellerd, Blanchard; Mr.
and Mrs. George Walje, Minco; H. D. Cox,
Binger; Clint Applewhite, Carnegie; E. B.
Anderson, Norman; Earl Rains, Fort Cobb;
Dana C. Ryan, Pawnee; Earl Snyder, Tulsa;
Johnny Fagan, Borger, Tex.; R. R. McCoy,
Edmond, and Wright Hale, Spearman, Tex.
Elvis Presley Ends Visit
At His Memphis Home
MEMPHIS—Elvis Presley, rock and roll
singer, whose first film, "Love Me Tender,"
is scheduled for Thanksgiving openings, has
returned to Hollywood after a few days at
his Memphis home.
Newspapers over the country, which sent
reporters to cover his homecoming, reported
he had a bodyguard.
"Not a word of truth in it," said his father
Vernon. "Elvis does not need a bodyguard.
He knows how to talk to people. He knows
how to handle a situation and can take care
of himself."
The newspaper stories coming back to
Memphis were to the effect that the bodyguard
was engaged after some sailors wanted
to beat up Elvis.
Those "in the know" explained that one
friend of Elvis, who went around with him
as a companion some while he was here, was
a young police officer and that's how the
story started.
64 BOXOFFICE :
: October 20, 1956

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BOXOF7ICE :
: October 20, 1956
65

DALLAS
Occupational hazard: R. B. AUport, manager
of Phil Isley's Granada, concluded
his Dr. Pepper-sponsored yo-yo contest Saturday
morning (13) by practicing the old
adage, the Show Must Go On. At the scheduled
time for the contest, yo-yo emcee Jimmy
Anderson had not arrived and AUport was
forced to rearrange his schedule with added
shorts. In the meantime he learned that Anderson
had been caught in a traffic jam
(the annual Texas-Oklahoma football game
was being played at the state fair), so he
was left with no further alternative but to
instruct the projectionist to begin the special
kid show feature. Anderson arrived some
a-fuK Imd mk
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20 minutes after the feature started, with
later commitments yet to be filled. So, the
feature was stopped and the contestants were
called on stage with a brief explanation of
the unusual circumstance. There were no
complaints, and the contest was begun ; afterward
the winner received a portable television
set. The feature was then taken up where It
left off. L. F. "Buck" Buchanan, who is now
on vacation, and Pat A. Talbot are the Granada
projectionists.
J. W. "Jake" Prater, vacation projectionist
at Cinerama, and his wife Clarice, who formerly
cashiered in Dallas theatres, had a
house full of guests over the weekend for the
Texas-OU game. They live in Garland . . .
Sam Hoffman, regular projectionist at
Cinerama, took his family to the fair and
Clarence S. Nix, projectionist at Interstate's
screening room, also took in the big show.
Elvis Presley, who just completed 20th-Fox's
"Love Me Tender," played the Cotton Bowl
to 26,500 fans, mostly teenage girls Thursday
(11). He played the following day at the
Waco Heart O' Texas Coliseum to a large
crowd. Louis "Satchmo" Armstrong is dated
there October 22, while his latest feature,
"High Society," is now breaking in the Dallas
subs. Tony Martin is booked into the State
Pair Auditorium October 27 to head a variety
revue.
A 16-year-old girl, who had been announced
as winner of the Palace's "The Solid Gold
Cadillac" contest was ruled out because of
the 18-year age limit and a new winner took
her place. Interstate announced . . . Ross
Morgan, office manager at Columbia, said
that "You Can't Run Away From It," the
"It Happened One Night" remake, has been
set into the Palace beginning November 8,
after the Rube Jackter Sales Drive gets under
way November 1. It runs through February
28 next year.
At RKO in
the Merchandise Mart, the offices
of Sol M. Sachs and Jack Walton have
been completed with new carpeting. The girls
of RKO had a "dutch treat" dinner at Titches
Friday (5) honoring Hazel Puller, assistant
cashier, who resigned after three and a half
years of service to take over household duties.
Bill Burke, home office representative, took
off for Oklahoma City after spending four
or five weeks at the local branch . . . Jack
Arthur of the Stephenville theatres, W. O.
Bearden, Lubbock, and Lloyd Franklin, manager
of the La Fonda Drive-In at Clovis,
N. M., among others, have been in booking
and buying.
Mr. and Mrs. Fred Smith of the New Theatre
in Rogers were in at Herber Theatre
Equipment. Smith, who beheves that double
bills are a menace to show business, recalled
that it was Jasper Barron who had taught
him how to thread his first picture machine
years ago. Barron, who has been with the
Rowley United Theatres in Oak Cliff nearly
30 years, was raised in Rogers. Also Lawrence
Barron, his brother, who is another Dallas
projectionist. Another Rogersite was Frank
Arthur, who operated several years at both
Temple and Port Arthur theatres and wko
is now in Austin. Smith no longer has the
Temple at Temple, which he ran for several
months. He said It kept him away from home
too much. The New Theatre single bills
everything, while the Temple was always
double ...CM. Cooper, Texas at Mart, was
also in Herber's inquiring about the former
BOXOFFICE representative for Dallas, V. M.
Crisp, who is now in a hospital almost completely
paralyzed.
H. A. Moore of National Theatre Supply
has been busy at Idelman & Sachs' South
Loop Drive-In supervising the finishing
touches for the new Selby screen. The old
one was blown down recently in a windstorm.
The formal opening was held Friday (12)
with free sandwiches and cold drinks to all
paid admissions and free popcorn for the
kids. Earlier in the day he demonstrated a
new miniature Jet automobile at the office
for C. W. Matson of the Rockdale theatres.
Fred Hanson had just returned from the
opening of the San Antonio Twin Drive-In,
operated by the Otwell Bros, of San Marcos,
which is completely installed with Simplex
equipment. He said the screens were 118 feet
wide. Several area exhibitors attended the
opening.
Mildred Bridges, head cashier at Republic,
died Tuesday (9) after an illness of only a
few weeks. She had been with the exchange
nearly a year . . . Tillie Kelly, Republic inspection
department, who was in the hospital
two months, has returned to work . . .
Pat Tynor, RCA sound service man, checked
amplifiers at the Isley Theatres during the
week and J. C. Skinner, head of the sound
department for Sterling Sales & Service,
was R. L. Jennings, Raye
in his office . . .
NOW BOOKING
THE VIOLENT YEARS'
e CEILING ZERO

Hondo, and Harold Flemmins. manager of
the Midway in Lubbock, were on the Row.
Birthday department: Leon W. Felder. Altec
sound service man, got all shipments completed
from their recently vacated office
Wednesday (10) to get home for a birthday
party in honor of his daughter. (He said
that nearly everybody in his family had a
birthday in October.) His birthday was on
Tuesday (16) the same day as Earl Moseley's
youngest daughter Donna, who was two.
Felder was somewhat older than that. Mose
|toad a birthday Thursday (11) and Ruth Waf-
|ord and J. T. Orr of the Plaza Theatre gave
jjim a shaving and bath set.
Ted W. Lewis reported that Heywood Simnons'
secretary Mildred Fullenweilder took
her vacation . . . J. W. Green, projectionist
ilt the 20th-Fox screening room, warned that
ICMassacre" was another feature that opened
irithout trademark or title credits and proeeded
a few minutes before it became obvious
. . Phil Isley's
lat it was the beginning of the featm-e.
3reen also reported that "The Beast of Hol-
DW Mountain," the United Artists feature in
egisScope, was projected in the same manner
as optical Cinemascope .
flaughter Jennifer Jones was recently referred
to by Walter Winchell as Phillis Isley in his
column. That was her name before she made
•The Song of Bernadette." M. M. "Pat"
Murphree recalled that Isley had been general
chairman for the war activities committee of
the motion picture industry which sponsored
the "Stars Over Texas" war bond drive during
World War II that ran up a phenomenal
record in sales. Among his other awards, he
was presented with a golden membership card
by Dallas Local 249 in 1947. Isley was a
charter member of the local.
. .
The end department: Harrel McKinzie of
Denton reported that Jack Needham, owner
and operator of the Bluff Vue and Camp
Bowie drive-ins at Brownwood, had purchased
a TV set to watch the World Series. His
friends out there have kidded him about it,
Oskar Kom's Lisbon Theatre has
he said . . .
cancelled out future Wednesday and Thursday
bookings each week and announced in its
newspaper ads that it was doing so because of
the shortage of suitable product. Oliver B.
King is the manager . . . Jerry Silver's Wings
at Grand Prairie has reverted to a weekend
run for the time being The Chisholm
Trail Drive-In at
. . .
Alvarado, owned by Gene
Chisholm, has continued operations every
night even though the highway in front of
his ozoner is under repair, while M. A. Hardee
has halted operations at the Alvarado Theatre
.. . L. C. Tidball's Isis Theatre in Fort
Worth booked "King of the Coral Sea" first
run and outlined that it was a John Wayne
production . Alfred N. Sack opened the two
DCA's, "Animal Farm" and "Hunters of the
Deep," on the same program at his Coronet.
Lassie TV Series Bought
By Wrather for 3 Million
HOLLYWOOD—Jack Wrather, who already
owns the Lone Ranger, concluded a deal for
the purchase of the Lassie television series
and all its properties for $3,000,000. It was
sold by Robert Maxwell Associates and Television
Productions of America.
Ritz Greene and Paula Houston have been
signed by Harold Hecht and Burt Lancaster
for "The Bachelor Party," released to United
Artists.
HOPPING CP 'HONG KONG'—Producer Victor Orsatti, left, and stars Dolores
Donlon and Rory Calhoun were greeted by Bill O'Donnell, right, of the Texas Theatre
at San Antonio when they arrived for the stage appearance booming the world
premiere at the Texas of UA's "Flight to Hong Kong." A citywide salute featured
a Chamber of Commerce dinner, participation by the Air Force and extensive press
and TV coverage.
George Abdullah Acquires
Quincy Point Theatre
QtnNCY POINT, MASS.—Property housing
the local Lincoln Theatre has been bought
by George Abdullah of Tyngsboro. Included
in the parcel is the air-conditioned, Cinema-
Scope-equipped theatre of 600 seats, three
stores, a basement bowling alley, two large
apartments upstairs and a sizeable parking
lot. Abdullah, who owns and operates the
Tyngsboro Drive-In, purchased the property
from the estate of Al Beaumiere, who was
killed in an auto accident in Canada early
in August. No sales price was announced.
Abdullah, who has taken over the title and
is now operating the theatre, six years ago
built the Tyngsboro Drive-In with the help
of only his brother-in-law. All the ground
work, ramp work and the screen tower were
built entirely by these two men.
Renews Two Contracts
HOLLYWOOD — Twentieth-Fox
renewed
the contracts of Producer Herbert Bayard
Swope jr. and Director Robert Webb. Swope
currently is producing "Jesse James" and
'Three Brave Men." Webb now is directing
"Love Me Tender."
I PROJECTOR
MECHANISMS — MOVEMENTS
— ARC CONTROLS & MOTORS
REPAIRS .
LOU
New Business Record
Set al Gastonia Webb
GASTONIA, N. C—August was the biggest
business month and the 12-month period
ending August 31 was the biggest business
year in the history of the Webb Theatre here,
according to owner Sonny Baker. Baker
pointed to good motion pictures, air conditioning
and Sunday shows as the reason for
the record-breaking business.
Baker said that for the 12 months ending
August 31, the Webb showed an increase each
and every month over the previous month,
making it the biggest year in the history of
the house.
The Webb has been in existence almost 27
years, opening in October 1919. Baker has
owned the theatre since November 1951 when
he purchased it from Bill Conn.
In the last two and one-half years. Baker
has made about $80,000 in improvements to
the theatre, including CinemaScope equipment,
new sound and projection, air conditioning,
hot air heating, remodeling the
front and concession stand, new carpeting
and other Improvements.
. . ALL
WALTERS
MAKES
8548 San Fernando
FA 0341 Dallas, Texas3
BOXCHTICE October 20, 1956 67

MOSE-ING
THROUGH Central &- West Texas
TOHN B. MCCOMIC had no prior theatre
experience when he went into Phil Isley's
Major Theatre as manager 18 months ago,
and he was faced with
a situation that has
plagued many showplaces
recently, a teenage
problem. The
younger element had
"taken over," so to
speak, in the east Dallas
circuit operation.
Teenage antics and
rowdyism had become
so great that the
adults couldn't expect
to see a program in
John B. McComic comfort, so they began
dropping out. But MoComic faced the problem
squarely and came up with the solution.
He became strict with the youngsters and
let them know he wasn't going to stand for
any foolishness. When they didn't obey the
rules set forth in the Major, he put them out
and barred them from coming back; and he
was strict with those who remained, with
constant observation. Before the year and a
half was up, the problem was solved and the
7ke pep CcfH iHah says
QUALITY COUNTS! That's
why our fine
concession
supplies mean TOP PROFITS
for your snack bar!
j-^l*^>PjftffWtfJtft^3rf»-i
ASSOCIATED
POPCORN DISTRIBUTORS, Inc.
302 S. Harwood Dallas, Texas
-By EARL MOSELiEY.
adults who had been lost were returning.
"When any patron buys a ticket at our
boxoffice, we expect him to sit down and see
the picture," he said. "That's what most of
them expect to do, and we intend to see that
the rest of them let them do it. I didn't know
at the beginning whether I'd lose all the business
we had left, but I talked it over with
Mr. Wise (C. O. Wise, the Isley Theatres
general manager) and he told me to go ahead
with my plan. We went into it and it paid
off."
He continued, "The Major isn't the only
theatre in Dallas that has had a teenager
problem. Even before I ever dreamed I'd
ever manage a theatre, my family and I attended
another large theatre here regularly,
but the younger people finally got so bad
there we stopped going altogether. I swore
then that if I was ever in a position to do so,
I'd do something about it. Some of the
things we saw (in the other theatre) were so
bad I was ashamed for my family to see it.
Here at the Major we never permit a boy to
do more than put his arm around his girl's
shoulder."
He now has the nicer element back in the
Major. "Nice people are no problem to
handle," he said.
The Major was opened by Isley in 1947 as
a de luxe family theatre. It runs duel programs
on the second sub break with a Saturday
morning kid show. Projectionist Joe
Puckett has been connected with the Major
since 1947. Doorman Jack Rosenbalm has
been on the job four years, all through high
school. Recently graduated, he has entered
Arlington State College for two years and
plans to attend the University of Texas for
another five years, majoring in law.
* * *
Roy L. Conder had a problem around a
theatre which, fortunately, doesn't happen
every day. He was projectionist at the Joy
Theatre in Waco on May 11, 1953, the fateful
CONCESSION
EQUIPMENT
STAR POP CORN MACHINES
SNO CONE MACHINES
HOT DOG MACHINES
SANDWICH MACHINES
DRINK MACHINES
DEEP FRYERS
BUN WARMERS
SUPPLIES
POP CORN WARMER
PEANUT WARMER
SNO CONE SYRUPS
JUICE SYRUPS
PAPER CUPS
CUP DISPENSERS
SYRUP DISPENSERS
HERBEB THEATRE EQUIPMENT CO.
"Fair Treatment and Ade

—
. . Come
Theatre and asked him how he got his nickname,
"Pappy." He said, "I don't know; and
when you find out tell me. Back in the early
days of the local they used to call me Dynamite."
We asked Harvey D. Hill, business agent
of the local, to help us clear up the "Pappy"
matter and he claimed it as one he had
started. It seems that several years ago a
picture was shot of Luther which was mailed
to the Houston projectionists union hall. At
the bottom of it Hill had written, "This is
'Safety First Pappy' Luther" by reason he
had an unlighted pipe in his mouth while
threading a projector back in the nitrate days.
Many show people have nicknames. If you
have or know of interesting ones, send the
information along to P. O. Box 432, Cleburne,
rex., and we will put it to use.
jandit Gets There First
Police Guards Wait
CORAL GABLES, FLA.—Sometimes a
(Tide is left waiting at the church for the
ridegroom who does not show up, but at
ae Miracle Theatre it was two burly policeaen
who were left at the front entrance for
the usher they were supposed to escort to
the night depository of the First National
Bank. The escort procediure is carried
through each night and so far has been without
incident. But on a recent Sunday night
the usher, James W. Little, told the policemen
to wait a minute and he would pick up
the money from the manager's office, which
is on the ground floor.
He emerged from the office with a bag
containing more than $2,500 when a bandit
stepped up to him, pulled a gun and grabbed
the bag, fled through a side exit and disappeared.
Little ran to the policemen, still
waiting at the front entrance, and they set
out to chase the bandit, but with no success.
Williams Antitrust Suit
TrialDateIsFeb.il
ST. LOUIS—U. S. District Judge Roy W.
Harper has set a jury trial date of Feb. 11,
1957, in the antitrust suit of Earl E. and
Pauline Williams, co-owners of the nowclosed
Venita Theatre, Herculaneum, Mo.,
against Paramount, nine other film distributing
companies and Miller Theatres, owner of
theatres in Festus and Crystal City, Mo. The
WiUiamses are seeking $300,000 tripled damages
in this suit, filed in April 1955.
In a second antitrust case. Judge Harper
has granted defendant film companies until
November 15 to f.le responsive pleadings and
to answer or object to the plaintiff's written
interrogatories in the suit of the J-K Amusement
Co., Clayton, Mo., owner of the East
St. Louis Shop City Drive-In. This suit was
filed against Universal, Publix Great States
as owner of the East St. Lou:s Majestic, 20th-
Fox, Warner Bros., Loew's, United Artists
and Paramount.
HOUSTON
/"•us Carlson, night assistant at the Broadway
Theatre, is a bank teller during the
day. But show business comes naturally
his father was an oldtime theatreman . . .
Shirley Adams, the Golden Girl in the Houston
Press-Interstate Theatres contest, was
on the Press TV news program Friday (12)
over KGU1.-TV, wearing her original $500
golden outfit. She appeared on the Majestic
Theatre stage prior to the showing of "The
Patrons of 160 Interstate
Solid Gold Cadillac" . . .
theatres in Texas favor President
Eisenhower by a 3-to-2 margin. City Manager
Al Lever said the circuit asked filmgoers to
deposit their ticket stubs in different cans
marked "Ike" and "Adlai" at the theatres for
the last two days to show their preferences.
Eisenhower was favored by 59.1 to 40 for
Stevenson. The percentages for the Houston
theatres were about the same as for the statewide
totals, Al said, adding that, "The poll
is strictly voluntary and our employes make
no effort to influence whether patrons put
their stubs in the Eisenhower or Stevenson
Actor Conrad Nagel was in Houston to discuss
details in preparation for a film of the
U-Tote'm stores operation with President
LeRoy Melcher. Nagel selected the grocery
chain as one of the feature stores in his TV
series about unique business accomplishments.
U-Tote'm has grown from ten stores
in 1950 to 49 this year and is expanding at
the rate of 15 stores per year.
Interstate's Al Lever and showman Mack
Howard, who owns and operates the Braeswood
Florist Center shop, were co-chairmen
of the entertainment committee for the
18th annual Bill Williams capon dinner held
at the Coliseum Thursday (18). Proceeds
from this gala stag affair go to Variety Boys
Club and charity activities of the Optimists,
Lions and Salesmanship clubs of Houston.
In this election year both Democrat and
Republican parties were given equal time
and space. There were an elephant and a
donkey to "compete with a chorus of dancing
girls for attention." The girls, from the
French Quarter of New Orleans, backed a
"bevy of local and national talent." Among
other attractions, a 1956 Buick, donated by Al
Parker Buick Co., was given away.
Prizes for the Chronicle's annual "First
Norther" contest, a guessing game, are being
donated by five theatres in the area. The
Broadway, King Center Twin Drive-In, Post
Oak Drive-In, TidweU Drive-In and Yale
are giving to the lucky guy or gal $25 in free
admission tickets. Other prizes, 22 in all,
are being given by everything from the newspaper
itself to a record shop to even a reducing
salon.
The River Oaks had a sneak preview of
"Private's Progress," which it will, no doubt,
play a little later on, said Manager Johnny
Smith. The River Oaks has been remodeled,
with all new drapes, cornices, a 40-foot screen
and general overhauling. It was done primarily
to "properly present" Walt Disney's
"Fantasia," which is playing there now, he
said.
Wanda Adams is new secretary to Cotton
Griffith at the TidweU Drive-In Theatre.
New eashier is Susie Rains . . . New concessions
cashier at the TidweU is Joyce Atkinson.
She and her husband had theatre experience
at a house run by Bill Clayborn In
Cleveland before coming here. Bill is now
manager of Oscar Korn's Galena in Houston
. . . New concessions manager is Lauro
Cruz, a third-year law student at the University
of Houston and a former Marine. Mary
Simpson retired from that job.
Uptown Theatre's Freddie Cannata and
his wife returned from their New York vacation
Saturday (13). Beulah Dodge, wife of
veteran organist and theatre manager Ralph
Dodge, died Thursday (11) after only a twoday
illness. Ralph will be remembered by
oldtimers at the Uptown Theatre, where he
played and managed. He is currently playing
at the Rams Club.
Strange noises at the Eastwood Theatre the
other night after the showing of "Haunted
Gold" and "Silver River" gave members of
the cleanup crew some uneasy moments.
Finally at 5 a.m., two police officers located
a pair of brothers—8 and 13 years oldprowling
around on the roof of the theatre.
The boys told the officers that "they climbed
up there to get away from some bigger boys
who were chasing them" . . . Five film stars
were scheduled to attend a political meeting
of the Womenpower for Eisenhower, a group
of Republicans, Democrats and Independents.
They are Jeanette MacDonald and her
husband Gene Raymond, George Murphy,
Irene Dunne and Ward Bond.
The Shepherd Drive-In had a weekend
foursome of which "Heap big Indian chief say
me scalpum everyone who not see this rough,
tough, shootin' show . . . Ugh!" They were
"Thunder Pass," "Tall Texan," "The Great
Jesse James Raid" and "Lonesome Trail." The
ad finished with "Mom . . .
the kids out of the teepee .
Get Dad and
on out to
the reservation for an evening of entertainment!"
These deals go over big out in
that far North Shepherd end of Houston.
HIGHEST QUALITY and PROFITS!
Serve delicious
CHILI DOGS with
America's besttastin'
dressing!
ATCO CHILI SAUCE with MEAT
HAPPY SH(H¥MAH!
FILLS SfATS.SEUS POKOU ..
MAKES LOTS OF MOIEY
Orders his
SPECIAL TRAILERS
from
BOXOFFICE :
: October 20, 1956 69

1
If you had asked me that question
three months a2:o...''
'—I would have been ashamed to answer you. But today,
I'm glad to say, we have a good Payroll Savings
Plan — with 84.4% of our employees enrolled.
"Of course, we've always had The Plan — put it in
during the war— but with changes in personnel and our
failure to present the Plan to new employees, participation
dropped to almost nothing.
"One day our State Director of the Savings Bond Division,
U. S. Treasury Department, dropped in to see
me. When he told me how far below average we were I
asked him what we could do to bring it up. He gave me
a complete carajiaign built around a person-to-person
canvass that would put a Payroll Savings Application
Blank in the hands of every employee, with the Treasury
furnishing pay-envelope stuffers, posters and other
literature. I was a little dubious about the personal
canvass but our employees were enthusiastic, in fact,
oihcials of our union volunteered to undertake the
canvass. There was no pressure, no teams, no prizes —
just the distribution of the Application Blanks. Our
employees did the rest— 84.5% enrollment.
"84.5% is a good enrollment but we are not going to
rest on it. A number of companies are in the 90%
bracket — that's our goal."
Your State Director, Savings Bond Division, U. S.
Treasury Department, will be glad to help you install
The Payroll Savings Plan, or build participation in an
existing plan. Write: Savings Bond Division, U.S. Treasury
Department, Washington 25, D.C.
The United States Government does not pay for this advertising. The Treasury Department
thanks, Jor their patriotic donation, the Advertising Council and
BOXOFFICE
70 BOXOFFICE :
: October 20. 195«

— —
—
Second Week of 'War'
High in Twin Cities
MINNEAPOLIS—"War and Peace"
had a
remarkable second week at the Radio City.
Brisk business also was garnered by newcomer
"The Solid Gold Cadillac." Another
holdover, "Tea and Sympathy," in its third
week did very well, too. It was also the third
week for "The Best Things in Life Are Free"
and the second for "The Ambassador's
Daughter." The Minnesota-Northwestern
football game, drawing 62,500 people, didn't
help weekend trade.
(Average Is 100)
lopher—The Power and the Prize (MGM) 80
yric—The Best Things in Life Are Free (20th-Fox)
3rd wk 90
IIOdio City War and Peoee (Para), 2nd wk 200
IKO Orpheum The Solid Gold Cadillac (Col). . . .125
iKO Pan—Great Day in the Morning (RKO); I've
Lived Before (U-l) 80
tate—Tea and Sympathy (MGM), 3rd wk 120
World—The Ambassador's Daughter (UA), 2nd
wk 95
Horror Bill
Paces Omaha
First Runs With 105
OMAHA—The state of doldrums which has
enveloped Omaha downtowners of recent
weeks continued to plague the boxoffices.
'Tea and Sympathy" dropped below average
as a holdover at the State. The only plusaverage
report came from the suburban first
run Admiral and Chief theatres with a horror
billing.
Admiral-Chief— it Conquered the World (HP); The
She Creature (HP) 105
Brandeis—Reprisol! (Col); Secret of Treasure Mountain
(Col) 85
Omoha—The Best Things in Life Are Free
(20th-Fox) 85
Orpheum The Last Wagon (20th-Fox); The Queen
of Babylon (20th-Fox) 90
Tea and Sympathy (MGM), 2nd wk 90
State
Some Exhibitors Taking
Jobs to Make a Living
MINNEAPOLIS—Some exhibitors in this
territory are taking outside daytime jobs in
order to keep financially alive, S. D. Kane,
North Central Allied executive counsel, reports.
"Our attention has been called to cases
where the local merchants and other townspeople
see to it that the exhibitors are provided
with employment to insure them a
livelihood and enabling them to keep the
theatres going," asserts Kane.
Members of the exhibitors' families usually
pitch in and do all the work around the
theatre with him. Outside help can rarely
be afforded.
Installs New Seating
NIOBRARA, NEB.—Joe Liska, owner of the
Niobrara Theatre, has installed 250 pushback
seats which he bought from Woody
Simek. Simek dismantled his Circle A Theatre
at Ashland, Neb., which he rebuilt and
refurnished after his old theatre was destroyed
by fire. Liska not long ago installed
Cinemascope here.
Theatre Reopens; Will Add C'Scope
NEW LONDON, MINN.—Mrs. Erick Anderson,
owner, recently reopened the Rialto Theatre,
announcing that she plans to carry out
a program of remodeling including the installation
of a new widescreen for Cinema-
I Scope. The Rialto remained closed all
L summer.
I
Cooper Starts Showmanship Drive
[ J||iMJEJMBMaSMuui,jLU]jiinrnii
*''''!
COOPER
SEPT.30-i TO DlC.29ii
FOUJOAtlOlli THlAIREi
Cooper Foundation managers from Colorado, Oklahoma City and Lincoln met at
Lincoln recently for a series of meetings kicking off 13 weeks of intensive showmanship
effort between September 30 and December 29. Seated, left to right: Marvin Dyer,
Lincoln; James Rooker, Oklahoma City; I. E. Hoig, Lincoln; Kenneth E. Anderson, general
manager Lincoln; Constance Wuebbenhorst, Denver; Klara J. Cook, Bob Livingston
and Charles F. Shire, Lincoln, and Harvey L. Trayler, Grand Junction. Standing: George
Gaughan, film buyer; Duane Knox, Lincoln; Al Groleau, Colorado Springs; Dean K.
Ziettlow, Lincoln; Frank Hopper, Pueblo; Charles F. Kroll, Colorado Springs; Farris
Shanbaur, George Grube and Norman Prager, Oklahoma City; Jack Klingel, Lincoln;
Gerald V. Smith and Jack Cames, Colorado Springs.
Much Prosperity But
Not for Exhibitors
MINNEAPOLIS—Figures showing that employment
in this metropolitan area is at an
alltime high and corporation earnings remain
at peak levels come at a time when the
D. Kane,
Twin Cities boxoffices are sagging, S.
North Central Allied executive secretary, says.
"Our theatreowners for the most part seem
to be outside the pale of this prosperity about
which they're hearing so much these days
and they don't enjoy their position. Apprehension
regarding the future is increasing.
Many exhibitors are speculating as to what
would happen to them if a general business
recession occurred.
" 'If we can't thrive in these good times,
what's to happen to us if the economy should
backslide?' is a question being asked. And
they aren't convinced that television competition
tells anywhere nearly the entire story."
Kewaskum Challenged
To Support Its Theatre
KEWASKUM, WIS. — The Kewaskum
Statesman front-paged the following article,
headed, "Does Kewaskum Want a Theatre?"
"Would you, the citizens of Kewaskum, like
to see the theatre remain open? If you would,
the answer is entirely in your hands.
"The theatre is being operated on donated
time and money. Only class A pictures are
being shown and free shows and prizes have
been and are being offered, and yet, the house
is operating at a financial loss. WHY?? Because
the people in this town just do not attend
the local shows. How many times have
YOU been in the Kewaskum Theatre in the
last six months? Except for a small group of
loyal patrons very few people can say they
have been there even once.
"For a long time everyone said, 'We would
)XOFFICE October 20, 1956 : :
come to the show if you had any good pictures.'
This answer is just an excuse. For
NC
example, last weekend "The Catered Affair'
was shown—a picture with an excellent story
and a tremendous cast of Bette Davis, Ernest
Borgnine, Debbie Reynolds and Barry Fitzgerald.
On Monday evening only seven (7)
people saw the movie.
"Look at the list of pictures coming up in
the next month: The Bold and the Brave,
Glory, The Fastest Gun Alive, The Searchers,
Alexander the Great, Moby Dick, Somebody
Up There Likes Me and Santiago. Make plans
now to see all of these shows. Kewaskum
needs a theatre, but to have it the theatre
needs YOUR regular attendance!"
Robert Taylor Named
To Menomonie State
MBNOMONIE, WIS.—"From now on if
you
wish to see Robert Taylor, you will find him
every night at the State Theatre ... He
won't be on the screen; he will be there in
person"—this was the Introduction by the
Dunn County News of the new theatre manager
to this community.
Taylor took charge of the State and Menomonie
Drive-In for the Miner Amusement
Co., succeeding William Klug, who accepted
another theatre position in Milwaukee. Taylor
formerly was at the Falls Theatre in Chippewa
Falls and at Rice Lake for the Miner
circuit. He and his wife Rogene are parents
of three children.
Co-Op to New Offices
OMAHA—The Co-Op Booking Service has
opened at new quarters—a front location on
the second floor of the Film Exchange building.
Co-Op has a section of the old RKO exchange.
Norm Nielsen, Omaha RKO representative
since his company moved its branch
to Des Moines, still occupies part of the section.
Co-Op formerly was in another part of
the Film Exchange.
71

. . Walter
MILWAUKEE
•Phe Solid Gold Cadillac" film got off to a
a good start at the Warner. A photo appeared
In the Journal, with Laura F»owell,
comedienne, and Dan Lewis, tragedian of the
Shorewood Players, in a little horseplay concerning
the horsepower of the Cadillac car
in the background. The car appears on the
stage of the Shorewood auditorium with the
players named. The caption says, "See the
play and then the picture."
Joseph Anthony, the former Joe Deuster
from these parts, has become a leading actor
and director of stage and screen. He has just
completed the direction of his first Hollywood
film, "The Rainmaker," which stars
Katharine Hepburn. His broadway acting
assignments included: "Skipper Next to Ood,"
"The Country Girl," "Plight Into Egypt,"
"Camino Real" and "Anastasia." He has directed
"The Lark" and the current Broadway
hit, "The Most Happy Fella," among
others.
The Fred Miller Theatre "in the round" is
rapidly turning to the motion picture industry
for the leads in the various plays presented.
On Tuesday (9), the Miller Brewing
Co. threw a press luncheon for Chester
Morris, who will star in the opening play,
"Detective Story." Signed to be guest star in
the second play of the season is Leo G. Carroll,
English-bom actor, featured in dozens
of Broadway hits, road dramas and motion
pictures. His vehicle here will be "Jenny
Kissed Me."
Paul Sharby, Paradise Theatre manager,
narrowly averted what could have developed
into tragedy. When smoke began permeating
the theatre, Sharby went to the public address
system to explain that the contents of
a rubbish can had caused the smoke. About
400 moviegoers, mostly children then filed out
quietly as in a school fire drill, without an
accident.
Mayor Zeidler announced appointment of
Mrs. Virginia Einem to the local motion picture
commission for a term ending Dec. 31,
1958. The commission, incidentally, appears
to prefer acting in an advisory capacity.
There had been discussion of giving the
board some real authority, as a result of
pressure brought by the Junior Bar Ass'n.
The mayor favors this setup also, and has
suggested the addition of doctors psychiatrists
and educators. A bone of contention concerned
the pinning of an "Adults Only" label
to certain films.
. . .
Bob Groenert, Alhambra Theatre, returned
from an extended vacation. In his absence,
assistant manager Jerry Klass held the fort
Ken Fisher, Juneau Theatre manager,
spent his vacation in Florida . . . The Parkway
Theatre is undergoing some face lifting.
Al Frank, Fox Wisconsin division manager,
and Al Camillo, Pox buyer and booker, returned
from the National Theatres convention
at Phoenix . . . Balaban Bros, of Chicago
will take over the radio station WRIT, effective
before the close of the year . . .
Johnnie Mednikow, National Screen Service
manager, returned from a three-week vacation
in Las Vegas and California.
ORDER YOUR POPCORN SUPPLIES
. . .
Don Swartz of Independent Film Distributors,
Minneapolis, visited Benny Benjamin
of Screen Guild and Realart Picture Exchange
Gran's Oriental Theatre has installed
a new screen. This theatre will present a
stage show on Monday (29), "The Best of
Steinbeck," starring Constance Bennett . . .
Gran's Tower Theatre here is remodeling
with a new roof . . . Miss Bunny Brunner,
exploiteer for Pox Wisconsin circuit, returned
from her vacation in New York . . .
H. J. Fitzgerald and son Dean attended the
TOA convention in New York.
George Levine, operator of the Pox's Grace
Theatre, will close the theatre this fall. This
FROM US
White Japanese Hulless Popcorn Per 100 lbs. $12.75
XXX Yellow Popcorn Per 100 lbs. 9.75
"Seazo" Coconut Oil Seasoning Per Case 13.75
Liquid Popsit Plus Seasoning Per Case 15.75
Popcorn Salt Per Case 2.95
No. 400 Automatic Bottom Boxes, 1% oz Per 1000 10.75
No. 300 Automatic Bottom Boxes, 2 oz Per 1000 11.75
Large 25c Popcorn Boxes Per 1000 20.50
1 lb. White Popcorn Sacks Per 1000 2.40
1 lb. Brown Popcorn Sacks Per 1000 1.80
l'/2 lb. Printed Noiseless Sacks Per 1000 4.75
1 lb. Printed Noiseless Sacks Per 1000 4.30
V4 lb. Printed Noiseless Sacks Per 1000 3.80
1/2 lb. Brown Sacks Per 1000 1.20
1 '/2 lb. Printed Sacks Per 1000 3.10
1 lb. Printed Sacks Per 1000 2.75
3/4 lb. Printed Sacks Per 1000 2.30
Coco-Cola, Orange Crush, Lemonade ond Root Beer Syrups.
iowa Distributor for Silver Skillet
Brand Canned Meats.
Prices Subject to Change Without Notice
DES MOINES THEATRE SUPPLY CO.
1121-23 High St. Phone CHerry 3-6520 Des Moines, Iowa
is one of the older theatres in this area.
Levine also operated the Pearl and Layton
theatres here . A. Baier, of the Port
Theatres at Port Atkinson, has been ill for
some time. We all hope for his speedy recovery
. . . Eddie VoUendorf, formerly booker
for Theatres Service Co., and now residing in
Florida returned here to see his doctor and to
sell his home.
Irving J. Vincent, 45, operator of the Grand
.
Theatre, Oconto Falls, for 23 years died after
a long illness in a hospital . Ben Marcus,
president of Marcus
.
Theatres Management
Co., was reported as being one of the four
Wisconsin business men forming a syndicate
to build a new city west of West Palm Beach,
Fla.
Ray Trampe returned from a two-day sales
meeting of Allied Artists division and branch
managers at Chicago . . . C. C. Noecker, operator
of the city-owned auditorium at
Durand, has asked relief from the city by a
reduction in rental. Due to poor patronage
Noecker was forced to close the theatre in
September,
25th Year Is Celebrated
At Monroe, Wis„ Goetz
MONROE, WIS.—Hundreds of area citizens
turned out recently to help Chester Goetz
celebrate the 25th anniversary of the Goetz
Theatre here. The theatre opened officially
in September 1931, having been built at an
estimated cost of $125,000. The Chalet Theatre
was activated by the Goetz family in
1939. The latest Goetz addition, the Sky-Vu
Drive-In on Highway 69 south, was constructed
in 1952.
Eight years after the Goetz Theatre was
built, Chester Goetz bought out the interests
of his brother Leon, and the parnership then
included the late Mrs. Chester Goetz and
their two sons, Robert and Nathan.
"High Society" was the film attraction
during the week-long anniversary festivities.
Tent 16 and Auxiliary
Launch Fall Season
OMAHA—Both Tent 16 of the Variety Club
and its women's organization report growing
activity. J. Robert Hoff, chief barker, was
a speaker with Dr. Edward E. Housek, Omaha
neurologist, at a meeting of the Nebraska
Epilepsy League at the Sheraton-Fontenelle
Hotel. Variety sponsored the organization's
film on epilepsy, "The Dark Wave," at the
Omaha Theatre.
The women have scheduled a meeting at
the Regis Hotel and are inviting all feminine
members of the industry to attend October 22.
Weather Aids Airers
MINNEAPOLIS—With the weather giving
them a welcome break, five of the Twin
Cities area drive-ins are continuing to operate
and may not shutter until late in the month
or early November. On two days last week
alltime October high temperatures in the
eighties were registered here.
PTA to Select Sat. Films
OSHKOSH, WIS. — Frank Kopelburger,
manager of the Oshkosh Theatre, attended a
recent meeting of the city Parent Teachers
Ass'n council to ask approval of his Saturday
movies. The council agreed to endorse the
film program for one year and a committee
was appointed to select the films to be shown.
72
BOXOFFICE
:
: October 20, 1956

IT'S TIME
Don't be shackled by
outmoded equipment—here
is
a projector of the most
modern design that gives
better results in any theatre
—indoor or drive-in
Performance is our best salesman! And whenever
you're ready CENTURY can show you what
this means. Look at the engineered simplicity of
the CENTURY mechanism! There's nothing like it
for ease of operation, high efficiency, low maintenance
and rugged dependability. And what's
more, CENTURY equipment is designed and built
to hold these high levels of performance.
Whatever your needs may be, see your authorized
CENTURY dealer for CENTURY projection
and sound. Projectors are available either in
air or water-cooled models and are designed for
high-speed lenses and hi-power arc lamps.
Cehtury Projector Corporation
NEW YORK N
Quality Theatre Supply Co.
1515 Davenport St.
Omaha, Nebraska
Des Moines Theatre Supply Co.
1121 High St.
Des Moines 9, Iowa
Minneapolis Theatre Supply Co.
75 Glcnwood Ave.
Minneapolis 2, Minnesota
BOXOFFICE
: : October 20, 1956 73

. . . Gran's
MILWAUKEE
•The Solid Gold Cadillac" film got off to a
a good start at the Warner. A photo appeared
in the Journal, with Laura Powell,
comedienne, and Dan Lewis, tragedian of the
Shorewood Players, in a little horseplay concerning
the horsepower of the Cadillac car
in the background. The car appears on the
stage of the Shorewood auditorium with the
players named. The caption says, "See the
play and then the picture."
Joseph Anthony, the former Joe Deuster
from these parts, has become a leading actor
and director of stage and screen. He has just
completed the direction of his first Hollywood
film, "The Rainmaker," which stars
Katharine Hepburn. His broadway acting
assignments included: "Skipper Next to Ood,"
"The Country Girl," "Plight Into Egypt,"
"Camino Real" and "Anastasia." He has directed
"The Lark" and the current Broadway
hit, "The Most Happy Fella," among
others.
The Fred Miller Theatre "in the round" is
rapidly turning to the motion picture industry
for the leads in the various plays presented.
On Tuesday (9), the Miller Brewing
Co. threw a press luncheon for Chester
Morris, who will star in the opening play,
"Detective Story." Signed to be guest star in
the second play of the season is Leo G. Carroll,
English-bom actor, featured in dozens
of Broadway hits, road dramas and motion
pictures. His vehicle here will be "Jenny
Kissed Me."
Paul Sharby, Paradise Theatre manager,
narrowly averted what could have developed
into tragedy. When smoke began permeating
the theatre, Sharby went to the public address
system to explain that the contents of
a rubbish can had caused the smoke. About
400 moviegoers, mostly children then filed out
quietly as in a school fire drill, without an
accident.
Mayor Zeidler announced appointment of
Mrs. Virginia Einem to the local motion picture
commission for a term ending Dec. 31,
1958. The commission, incidentally, appears
to prefer acting in an advisory capacity.
There had been discussion of giving the
board some real authority, as a result of
pressure brought by the Junior Bar Ass'n.
The mayor favors this setup also, and has
suggested the addition of doctors psychiatrists
and educators. A bone of contention concerned
the pinning of an "Adults Only" label
to certain films.
. . .
Bob Groenert, Alhambra Theatre, returned
from an extended vacation. In his absence,
assistant manager Jerry Klass held the fort
Ken Fisher, Juneau Theatre manager,
spent his vacation in Florida . . . The Parkway
Theatre is undergoing some face lifting.
Al Frank, Fox Wisconsin division manager,
and Al Camillo, Fox buyer and booker, returned
from the National Theatres convention
at Phoenix . . . Balaban Bros, of Chicago
will take over the radio station WRIT, effective
before the close of the year . . .
Johnnie Mednikow, National Screen Service
manager, returned from a three-week vacation
in Las Vegas and California.
ORDER YOUR POPCORN SUPPLIES
Don Swartz of Independent Film Distributors,
Minneapolis, visited Benny Benjamin
of Screen Guild and Realart Picture Exchange
Oriental Theatre has installed
a new screen. This theatre will present a
stage show on Monday (29), "The Best of
Steinbeck," starring Constance Bennett . . .
Gran's Tower Theatre here is remodeling
Miss Bunny Brunner,
with a new roof . . .
exploiteer for Fox Wisconsin circuit, returned
from her vacation in New York . . .
H. J. Fitzgerald and son Dean attended the
TOA convention in New York.
George Levine, operator of the Fox's Grace
Theatre, will close the theatre this fall. This
FROM US
White Japanese Hulless Popcorn Per 100 lbs. $12.75
XXX Yellow Popcorn Per 100 lbs. 9.75
"Seazo" Coconut Oil Seasoning Per Case 13.75
Liquid Popsit Plus Seasoning Per Cose 15.75
Popcorn Salt Per Case 2.95
No. 400 Automatic Bottom Boxes, IH oz Per 1000 10.75
No. 300 Automatic Bottom Boxes, 2 oz Per 1000 11.75
Large 25c Popcorn Boxes Per 1000 20.50
1 lb. White Popcorn Sacks Per 1000 2.40
1 lb. Brown Popcorn Sacks Per 1000 1.80
l'/2 lb. Printed Noiseless Sacks Per 1000 4.75
1 lb. Printed Noiseless Sacks Per 1000 4.30
3/4 lb. Printed Noiseless Sacks Per 1000 3.80
V2 lb. Brown Sacks Per 1000 1.20
1 '/2 lb. Printed Sacks Per 1000 3.10
1 lb. Printed Sacks Per 1000 2.75
3/4 lb. Printed Sacks Per 1000 2.30
Coca-Cola, Orange Crush, Lemonade and Root Beer Syrups.
Iowa Distributor for Silver Skillet Brand Canned Meats.
Prices Subject to Change Without Notice
PES MOINES THEATRE SUPPLY GO.
1121-23 High St. Phone CHerry 3-6520 Des Moines, Iowa
is one of the older theatres in this area.
Levine also operated the Pearl and Lajrton
theatres here . . . Walter A. Baier, of the Fort
Theatres at Fort Atkinson, has been ill for
some time. We all hope for his speedy recovery
. . . Eddie Vollendorf, formerly booker
for Theatres Service Co., and now residing in
Florida returned here to see his doctor and to
sell his home.
Irving J. Vincent, 45, operator of the Grand
Theatre, Oconto Falls, for 23 years died after
a long illness in a hospital . . . Ben Marcus,
president of Marcus Theatres Management
Co., was reported as being one of the four
Wisconsin business men forming a syndicate
to build a new city west of West Palm Beach,
Fla.
Ray Trampe returned from a two-day sales
meeting of Allied Artists division and branch
managers at Chicago . . . C. C. Noecker, operator
of the city-owned auditorium at
Durand, has asked relief from the city by a
reduction in rental. Due to poor patronage
Noecker was forced to close the theatre in
September.
25th Year Is Celebrated
At Monroe, Wis„ Goetz
MONROE, WIS.—Hundreds of area citizens
turned out recently to help Chester Goetz
celebrate the 25th anniversary of the Goetz
Theatre here. The theatre opened officially
in September 1931, having been built at an
estimated cost of $125,000. The Chalet Theatre
was activated by the Goetz family in
1939. The latest Goetz addition, the Sky-Vu
Drive-In on Highway 69 south, was constructed
in 1952.
Eight years after the Goetz Theatre was
built, Chester Goetz bought out the interests
of his brother Leon, and the parnership then
included the late Mrs. Chester Goetz and
their two sons, Robert and Nathan.
"High Society" was the film attraction
during the week-long anniversary festivities.
Tent 16 and Auxiliary
Launch Fall Season
OMAHA—Both Tent 16 of the Variety Club
and its women's organization report growing
activity. J. Robert Hoff, chief barker, was
a speaker with Dr. Edward E. Housek, Omaha
neurologist, at a meeting of the Nebraska
Epilepsy League at the Sheraton-Fontenelle
Hotel. Variety sponsored the organization's
film on epilepsy, "The Dark Wave," at the
Omaha Theatre.
The women have scheduled a meeting at
the Regis Hotel and are inviting all feminine
members of the industry to attend October 22.
Weather Aids Airers
MINNEAPOLIS—With the weather giving
them a welcome break, five of the Twin
Cities area drive-ins are continuing to operate
and may not shutter until late in the month
or early November. On two days last week
alltime October high temperatures in the
eighties were registered here.
PTA to Select Sat. Films
OSHKOSH, WIS. — Frank Kopelburger,
manager of the Oshkosh Theatre, attended a
recent meeting of the city Parent Teachers
Ass'n council to ask approval of his Saturday
movies. The council agreed to endorse the
film program for one year and a committee
was appointed to select the films to be shown.
72
BOXOFFICE
:
: October
20, 1956

IT'S TIME
Don't be shackled by
outmoded equipment—here
is
a projector of the most
modern design that gives
better results in any theatre
—indoor or drive-in
Performance is our best salesman! And whenever
you're ready CENTURY can show you what
this means. Look at the engineered simplicity of
the CENTURY mechanism! There's nothing like it
for ease of operation, high efficiency, low maintenance
and rugged dependability. And what's
more, CENTURY equipment is designed and built
to hold these high levels of performance.
Whatever your needs may be, see your authorized
CENTURY dealer for CENTURY projection
and sound. Projectors are available either in
air or water-cooled models and are designed for
high-speed lenses and hi-power arc lamps.
Century Projector Corporation
NEW YORK
Quality Theatre Supply Co.
1515 Dovenport St.
Omaha, Nebraska
Des Moines Theatre Supply Co.
1121 High St.
Des Moines 9, Iowa
Minneapolis Theatre Supply Co.
75 Glenwood Ave.
Minneapolis 2, Minnesota
BOXOFFICE :
: October 20, 1956 73

. . Chris
. . Bob
OMAHA
T J. Klima, banker at Milligan who handles
the buying and booking for the Auditorium
Theatre in his town, has been busy
as a beaver making final arrangements for
the opening of the new bank of Milligan . .
.
Lorraine Frantz has been added to the
Warners staff as biller . . . Dorothy Weaver,
20th-Fox assistant cashier, and her husband
escaped injury when a laundry truck swung
into their car on the way to work. Their
auto received considerable damage.
Mr. and Mrs. Roy Warfield of the Gordon
Twin Drive-In at Sioux City left last week for
a two or three-week hunting trip in Canada.
George March, exhibitor at Vermillion, S. D.,
returned from a hunting trip in the west and
reported the venture was pleasant, but not
so successful for the hunting . Swanson
is the new secretary to Norm Nielsen at
RKO.
. . Joe Jacobs, Columbia manager,
William Tanunen, exhibitor at Yankton,
S. D., is building an attractive new ranch
type home .
has returned from a trip to the west
coast made in a new Buick Roadmaster.
Willard Harris, Columbia shipper, has a new
Ford and Chuck Janousek, also a Columbia
shipper, a new Buick. Janousek plans to
enter Veterans Hospital for a checkup.
Heinie Saggau, exhibitor at Denison, went
Minnesota on a hunting trip . . . Opal
to
Woodson, United Artists office manager, is
expected back this week after an operation
. . . Carmen Fitzsimmons, formerly of Spalding,
has been added to the Allied Artists staff
as stenographer, replacing Vera Christensen.
George Regan, 20th-Fox manager, defeated
Bob Collier, manager of the Golden Spike
Drive-In, to win the Filmrow Golf League's
championship tournament. The score was
three up . . . Warner bowlers had a hot interoffice
match in the Filmrow Bowling League
even though the score was lopsided in favor
of Features over Shorts, 3-0. E. B. Colwell,
Pawnee druggist, is doing a good job managing
the recently reopened Pawnee Theatre
at Pawnee City.
Harry Goold, manager of the Rialto Theatre
at Geneva who has followed major league
baseball avidly since the 1900s, didn't miss a
OM DAY SnVICI — 0> ItoqiMMI
pogroms
Hp Crm^ ONI or
TWO WEEKSI
THEATRICAL ADVERTISING CO.
2310 CftS5 AVE • DETROIT I MICH.
WRITE FOR SAMPLES-WO.I 7IS8
play in the 1956 telecast. Ditto for Bert
Joy Bauer, ex-secretary
Beams at Red Cloud . . .
to 20th-Fox Manager Regan, lunched
with former office mates at Ross's . . .
Florence Low, Columbia head inspector,
brought the staff a whopping cake on her
birthday.
Cliff Shearon, old owner of the theatre at
Genoa, introduced the new owner, James
"Scotty" Raitt jr., along the row. Other
visitors included Mrs. Norman Grint, Sargent;
Paul Tramp, Oxford; Don Campbell,
Central City; Leonard and Al Leise, Hartington
and Randolph; Mr. and Mrs. Fred
Schuler, Humboldt; lowans Arnold Johnson,
Onawa; C. C. Moore, Dunlap; Bob Krueger,
Sioux City, Carl Harriman, Alton, and South
Dakotan Matt Wuebben, Parkston.
Drive-In Improvements
Hail New Era for Fans
PUNTA GORDA, FLA.—What was advertised
as "the herald of a new era of enjoyment"
for local drive-in fans has been
added at the Charlotte H. Harbor Drive-In.
Y. A. Crawford, manager. Invited the public
to a free showing of three feature pictures
on a recent Saturday night after a complete
facelifting, both exterior and interior. The
projection booth was equipped with large
lamphouses containing 16-inch reflectors
which increase the light on the screen by
more than 50 per cent. Mosquitoes, which
have pestered both patrons and management,
will be taken care of in the future by a
custom-design and engineered heavy duty
mosquito control unit mounted on a Chevrolet
service truck.
Cliff Shearon Sells Out
Genoa at Genoa, Neb.
GENOA, NEB. — Cliff Shearon, theatre
operator in Nebraska for many years, has
sold the Genoa Theatre to James D. "Scotty"
Raitt jr.
Shearon also has been buying and booking
for the Royal Theatre at FuUerton, which is
expected to change management toward the
end of the year. Shearon plans to go to California,
and although he has no definite plans,
he said he has several ideas In mind.
Lease Old Hotel Site
DAYTONA BEACH, FLA.—The Gulf Theatre
Co. has taken a 99-year lease on the
fire-gutted Orange Hotel, which was destroyed
last April, according to J. L. Cartwright,
district manager of the Florida State
Theatres. Gulf Theatres also has agreed to
buy the nearby Volusia County Motors building.
This purchase will give the theatre firm
about 200-foot frontage on Orange avenue.
Cartwright said that no plans have been made
as yet for building a new theatre to replace
the Empire, which was destroyed In the
same blaze that burned down the hotel.
Close Twin City Brynwood
MINNEAPOLIS—Martin Lebedoff's de luxe
north Minneapolis Brynwood, which was built
some ten years ago, has been closed. The
property was condemned by the government
for a housing project. Lebedoff will continue
to operate his St. Paul neighborhood
theatre which he acquired last year from the
Minnesota Amusement Co.
MINNEAPOLIS
pay Dressell, RKO manager, has booked
two pictures into the Minneapolis and St.
Paul RKO Orpheums day and date this
month. They're "Back From Eternity" and
"Tension at Table Rock." In connection with
the latter, star Richard Egan will make personal
appearances in the Twin Cities October
24 . Stone, MGM exploiteer here,
was in Chicago for a publicity conference regarding
campaigns for "Teahouse of the
August Moon."
B. O. "Buck" Stoner, Paramount central
division sales manager, was here for a onedays
sales meeting which he conducted together
with Jess McBride, local manager . . .
MGM's "Lust for Life" goes to Ted Mann's
Minneapolis and St. Paul World theatres . . .
"Giant" has been set for Minneapolis Radio
City and St. Paul Paramount November 9
day and date. Warner Bros, exploiteer Don
Walker came in from Kansas City to work
on its campaign . . O. E. Maxwell, Northwest
.
Sound Service head, is back from a trip to
Chicago.
M. A. Levy, 20th-Fox district manager, and
his assistant Harold Lundquist were conducting
sales meetings this week in some of
the towns under their supervision—the former
in St. Louis and Kansas City and the latter
in Omaha and Des Moines . . . Fay Dressell's
RKO branch still is in fourth place nationally
in the Dan O'Shea sales drive, now in its
sixth week . . . Marilyn Pearson is an addition
to the 20th -Fox booking department . . .
Stage and screen star Helen Hayes is coming
to town October 29 to speak at a Citizens
for Eisenhower luncheon . . . T. 0.
Countryman, who has been producing commercial,
television and other fUms here for
Anthony Lane Film Studios, has organized his
own producing company to make Industrial,
local and network TV pictures.
Bob Murphy, Minneapolis Star-Tribuae
film editor-critic, was among those Invited
by Warner Bros, to attend the "Qiant" premiere
in New York City and he reported on
the event for the Star . . . "Seven Wonders
of the World" is in its eleventh week at the
Cinerama Century and continuing to do a
landoffice business. Saturday morning student
matinees at a reduced admission have
Mel Davis,
been started for the attraction . . .
former manager of the Hibbing, Minn., drivein,
has been appointed to a similar post at
the local Loop Astor, which is now a Bennle
Berger circuit operation. The theatre is
continuing with the same policy that the
Minnesota Amusement Co. employed—last
runs of twin bills at a bargain 35-cent admission.
With his Brynwood, local de luxe neighborhood
house, permanently shuttered (property
was condemned for a parking project),
circuit owner Martin Lebedoff will have more
time to devote to scouting duties for the Los
Angeles Rams professional football team
coached by his pal Sid Gillman . . . Vem
Huntzinger, livewire manager of the Loop
first run Gopher here, is owner of a horse
that won first prize at the State Fair show.
On the side, Huntzinger is quite a horseman
. . . Circuit owner Sid Volk is vacationing at
Las Vegas.
Starring in Warners' "Melville Goodwin,
U.S.A." are Susan Hayward and Kirk Douglas,
74 BOXOFFICE
:
: October 20, 19M

Theatremen Charged
On Obscenity Counts
DAYTON — Three theatremen here
were
charged with violation of the year-old antiobscenity
state film law following confiscation
of the nudist feature, "Garden of Eden,"
on the fourth night of its showing at the
Sunset Cruise-In Drive-In. Warrants were
issued for the arrest of Sylvan Rothschild,
trustee and general manager; Gary Gammell,
manager, and John Holokan, projectionist.
William R. Thompson of Sheriff Bernard
K. Keiter's office stopped the show and confiscated
the print. Some 800 persons were in
the audience. It was estimated that 8,000 had
seen the picture in the first three nights of
the run.
Holokan was released on $2,500 bond. Attorneys
for Rothschild and Gammell were to
arrange bond for their clients. This is the
second arrest in the state under the new law.
Richard Kline, manager of the Lorain Drive-
In, Lorain, was fined $500 for exhibiting
"Teaserama" last fall. Maximum penalty is
$5,000 and six months in jail.
MASSILLON, OHIO — Frank J. Nemeti,
manager of the Stark Drive-In, was charged
with violation of the state's antiobscene film
law following confiscation of prints of the
nudist feature, "Elysia," and a short subject,
"Nature Girl." Bond of $1,500 was posted
by Skirball Bros., owners of the Stark Drive-
In. Deputy Sheriffs Raymond Byers and
George Papadopulos of Sheriff Harry W.
Grossglaus's office made the arrest. "Elysia"
is described as a "semidocumentary of life
in a California nudist colony."
New Drive-In Projected
OnPineville,Ky„Site
PINEVILLE, KY.—O. G. Roaden and
Charles Miller will build a drive-in theatre
here. Roaden owns a circuit in Kentucky
and Miller operates the Bell Theatre here.
Midwest Theatre Supply Co. will install the
equipment in the new drive-in.
lATSE Local Files Charge
NEW CASTLE, PA. — The projectionists
union, in answer to a suit seeking an injunction
to restrain, charged in court that the
operators of the local Victor Theatre were
attempting to break the union by hiring a
man at 75 cents an hour.
BOWLING
DETROIT—Ernie Forbes Theatre Supply
took the lead in the first week of fall bowling
in the Nightingale Club Bowling League.
First
week standings are:
Team Won Lost Team Won Lost
Forbes 4 Altec 1 3
Nat'l. Carbon... 3 1 Amusement .... 1 3
NTS 3 1 Local 199 4
New Presentation Medium
Being Readied by Selby
CLEVELAND—John Selby, president of
Selby Industries of Akron, manufacturer of
metal frames for outdoor theatres, has developed
a new type frame to be used in conventional
theatres for a revolutionary presentation
media developed by Ben Schlanger,
the New York architect who developed Synchroscreen.
The new medium was given a mock-up test
in a local theatre. Both Schlanger and Selby
reported the test was even more successful
than anticipated. Announcement of this new
presentation method, which requires no new
projection equipment, will be made soon.
Allied Will Seek Writ
Against DST Ballot
DETROIT—Allied Theatres of Michigan
is taking strong steps against proposed daylight
saving time here, President Milton London
disclosed following the October board of
directors meeting. Allied will seek an injunction
against an anticipated referendum
ballot in Detroit, tentatively slanted for
spring. Allied's grounds are that time control
is legally a matter for state action, and not
within the jurisdiction of the local city
ordinance.
London also announced that word has
been received from Abram P. Myers, National
Allied board chairman, that the spring meeting
of the national group will be held in Detroit
early in May, in conjunction with Michigan
Allied convention. A number of joint
events will be scheduled, probably following
national board sessions.
Discussion of plans for the Allied States
convention the end of next month at Dallas
occupied much of the October state session.
Michigan is expected to have a large delegation
attending the Texas conclave.
G. S. Berger, Butteriield
Till 5 Years Ago, Dies
DETROIT—George S. Berger, 74, former
controller for Butterfield Theatres who retired
about five years ago, died recently in
Fort Lauderdale, Fla. He started with the
circuit in the early 1920s when headquarters
were at Battle Creek, moving to Detroit about
1927. He is survived by his wife Celia. Burial
was in Florida.
'Jack' Edgar Robins Dies;
Warren, Ohio, Exhibitor
YOUNGSTOWN—"Jack" Edgar Robins,
66, vice-president of the Robins Theatre and
president of Robins Enterprises in nearby
Warren, died Wednesday (10) of a heart
attack. He had been ill ten days. Survivors
are his wife Ruth and two daughters.
Doris Day Tours Ohio
In Behalf of 'Julie'
CINCINNATI — Ohio-reared songstress
Doris Day and Martin Melcher, her husband,
started a five-day round of activities in the
state in behalf of their first independent
film production, "Julie," which was worldpremiered
at the local Albee Theatre Wednesday
night.
From here the couple went to Columbus
and Cleveland to continue their schedule of
personal appearances.
The week of October 7-13 had been designated
as Doris Day Week by Gov. Frank J.
Lausche.
Their local program began with a brunch
Monday morning for members of the local
press and wound up Wednesday night with a
buffet for out-of-town newspaper folk. In
between they met civic leaders, visited a
Children's Convalescent Home, appeared on
radio and TV shows, attended a party sponsored
by Columbia Records, met members of
the local Variety Club, etc.
At the premiere, Mayor Charles P. Taft
presented Miss Day and Melcher the key to
the city, and U.S. representatives Gordon
Scherer and William Hess were introduced
by Paul Dixon, master of ceremonies. Additional
personages invited included Ruth
Lyons of radio and TV fame, and MGM executives,
headed by Emery Austin. Enlivening
the ceremonies in front of the theatre
were a special drum corps and orchestra,
attractive decorations and kleig lighting.
Doris and her husband then made an appearance
on the stage. Later that evening,
the party departed for other cities in the
statewide celebration.
Several thousand people were on hand for
the premiere. MGM field men in charge of
the premiere arrangements were John John,
E. Pearson and J. E. Watson.
Theatreman's Wile Severely Burned
DETROIT—Mrs. Albert Wakeman, wife of
the owner of the Ken Theatre at Frankenmuth,
was severely burned in a fire which
destroyed their home, and is hospitalized at
Saginaw. A benefit show is being planned,
with film supplied through Ernie Chrysler,
salesman for Allied Artists, and Fred
Bonnem, salesman for Columbia.
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BOXOFFICE :
: October 20, 1956 ME 75

—
. . Alban
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DETROIT
JJarry R. Berns of the World Theatre managed
to drum up some business for his
electronics surplus sideline while attending
the lATSE convention in Kansas City . . .
McDaniel and Harte are closing the Temple
at East Jordan . . . Exhibitors Schuckert and
Stafford have dismantled the Orr at Powlerville,
closed several months, and have reopened
their Janes Theatre at Saginaw for
Saturday-Sunday operation only.
Gus Cohen, operator at the Town Drive-In,
is looking forward to a Florida trip when his
situation closes in November. His partner
Don Kennedy headed north to go hunting
with the bow-and-arrow crowd . . . Don
Martin, MGM booker, returned from his wedding
trip. The bride is the former Dorothy
Conroy of Milford . . . Sandy Bruss, 7-yearold
son of MGM salesman Kal Bruss, is convalescing
following an operation for double
vision.
Lloyd Turel jr. is the new booker at Uni-
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. .
versal, moving up from Warners . . . Sam
Barrett, Co-Op chief, returned from a vacation
Jack Smukler of the Jolly
out west . . . Roger Drive-In, his wife Gladys and 3-yearold
son Dwight did a clown act for a kiddy
benefit at Livonia J. Norris is
distributing "Golgotha" through the Michigan
Film Library, which he has headed for a
quarter century . Roy Ruben of the Pox is
the only one still serving on the board of
Local 199 from the group who went into
office with him 28 years ago.
Joyce Chapman, secretary to UA Manager
Dee Krepps, tried to cure her cold at the
"M-M State" football game . . . A. D. Stanchfield's
Carleton Theatre at Carleton has been
Buddy Leznar and John
dismantled . . .
Smith are partners with Edmund Porzondek
and Edward Kurr in the new ownership of
the Temple Theatre. All four are musicians,
and are starting Wednesday night talent
shows at the house . . . Alice Gorham, Harold
Brown, Jack Haynes and Gil Green are back
from the AB-Paramount confab at the
Westchester (Conn.) Country Club.
Jack Hebert, Paramount booker, was on a
vacation, to be spent right around town . . .
Dave Idzal, retired manager of the Fox, made
his first visit downtown in many weeks . . .
Elmer Kiehler, theatrical architect, has returned
from a pleasant vacation trip to the
. . Jerry Gross,
Smokies, Florida and other points in the
south Joseph Busic, Grand Rapids exhibitor,
. . .
was on the Row . Ungerfeld,
U-I exploiteer, was in town .
Universal salesman, has returned to school.
Auxiliary of Variety
Set Up in Cleveland
CLEVELAND—The Wives of Variety Club
members have reorganized their long dormant
auxiliary and now are launching a full
program of social and charity events.
At a meeting last week, the following officers
were elected: president, Mrs. Sam
Weiss; vice-president, Mrs. Danny Rosenthal;
treasurer, Mrs. Leonard Greenberger;
corresponding secretary, Mrs. Nell Weitzl;
recording secretary, Mrs. Jules Livingston.
The Variety Club Auxiliary kickoff affair
will be a clambake November 4 at Schluter's
restaurant. In charge of arrangements for
the affair is Mrs. Leroy Kendis.
With organization and an initial affair just
completed, the auxiliary is planning a money
raising affair to bolster the Cleveland Cerebral
Palsy School fund, of which the Variety
Club is one of the sponsors.
Mrs. Sam Weiss, the first president, formerly
lived in Cincinnati where she also presided
over the Variety women's activities.
She came to Cleveland during the spring
when her husband was transferred by 20th-
Pox to become city sales manager to succeed
Ray Schmertz, who was promoted to manager
of 20th-Pox in Indianapolis.
CINCINNATI
piames burned a 20xl5-foot hole in the roof
of the Main Theatre at Mount Healthy,
owned by Joseph Blum. The fire started in
a storage room and destroyed the panoramic
screen before roaring through the roof. There
was no one in the 300-seat house when a
tenant in an apartment over the theatre
noticed smoke seeping through the room
shortly before 9 a.m.
Col. Joseph Goetz, former executive for
RKO Theatres who has been in charge of entertainment
of service men overseas the last
several years, is now back in Dayton as coowner
of the Red Fox Steak House, Third
and Main streets . . . Harold Hoffert has
joined Allied Artists as salesman in the Columbus
and West Virginia territory. He fills
the vacancy caused by the recent death of
Frank Decker.
On the Row were Jack Haynes of Detroit;
Ray Frisz, Springfield; Jack Needham, Columbus;
John Goodno, Huntington; Bud
Hughes and Frank Carnahan, Beattyville.
Ky.; FYank Yassenoff, Columbus, and Harley
Bennett, Circleville . . . Vacationers included
Harold Rullman, salesman at Columbia, who
went to Florida; Ruth Gruener, Paramount,
and James Frew, district manager for U-I,
who conferred with local Manager Frank
Schreiber.
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BOXOFFICE :
: October
Hadden Theatre Supply Co.
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SKSsaSi:Sa«!8S
20, 1956 77

—
—
— —
CLEVELAND
Jack Shulman, Independent circuit owner
with theatres here and in Painesville, and
his wife returned from a two-month vacation
trip in Europe . . . Elmer DeWitt, general
manager of the Mailers theatres in E>efiance,
will reopen the Strand Theatre the end of
this month . . . More than 7,000 women
jammed nine theatres in widely scattered
areas to attend a free showing of a 14-minute
reel "Breast Cancer Self-Examination"
followed by a talk by a leading cancer specialist
on Tuesday afternoon (9) . The American
Cancer Society and the participating doctors
and the women congratulated the theatre
managers for their part in this public relations
effort. The theatre owners donated
use of the theatres and all services connected
with the showing. Projectionists also donated
their services.
Disney's "Fantasia" opened Wednesday
(17) at the Palace Theatre, Canton, and is
also booked into the Mount Union Theatre,
Alliance, starting Thursday (25) . . . Ted
Levy, Buena Vista district manager, has all
he can do to handle two offices, so, for more
concentrated sales coverage, he is now in
charge of Cleveland and Detroit only
Milton Mooney, head of Cooperative Theatres
of Ohio was in New York on business .
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CivrelamI 14. Ohio
Manny Stutz has given up his lease on the
downtown Standard Theatre, where he had
been playing exploitation pictures. The theatre
is now closed.
Michael Koury, who recently bought the
Grove Theatre building in Lorain from the
estate of the late George Shenker, has decided
to run the house himself. John Dandrea
formerly operated it . . . Rhoda Koret, who
resigned as Columbia booker to join the army
of housewives, has tired of retirement and is
now with Academy Film Service on a parttime
basis . . . Jack Armstrong notified exchanges
that he is reopening the Palace Theatre,
Perrysburg, for weekend operation . . .
Rumor has it that States Films is shopping
for a building of its own and contemplates
taking over the inspection and shipping for
several major exchanges.
"Giant" opens October 31 at the Allen Theatre.
Warner publicity representative Irving
Tombach was due in to set up an elaborate
opening campaign . . . Jerry Steel, owner of
the Apollo Theatre, Oberlin, and the Star
View Drive-In, Norwalk, was in town on a
booking visit . . . Jack Share has resigned as
Buena Vista salesman . . . The Circle Theatre
here, playing hillbilly stage shows on weekends,
is cutting admission price from $1 to
90 cents. Managing Director Marmy Stutz
said . . . John Selby of Selby Industries,
Akron, and his son Bill were in town to attend
the metals convention . . . Lester Isaacs,
head of the Cinerama publicity staff, was
here to set up the November 14 opening at the
Palace Theatre.
Associated circuit east side theatre managers
are gloating over the circuit's west side
managers on basis of victory over them in a
six-inning baseball game at the recent annual
company clambake.
Paul Vogel of Wellsville closed his Salem
Drive-In on October 7 and announced that
the Midway, Ravenna, will be closed Sunday
(28). Vogel has reported to Ft. Meade, Md.,
for his usual winter occupation as an instructor
at the Command and General Staff
School. In his spare time. Major Vogel will
be able to devote some time to the Vogel
Bros.' nearby new Baltimore Drive-In, under
the management of Hank Vogel. It is
planned to operate the ozoner all winter.
COLUMBUS
J^obert Horton, manager of the RKO Grand
for the last 18 months, has resigned to
accept a position as manager of the Hollywood
in the (Dincinnati suburb of College
Hill. The Hollywood is owned by Midstates
Theatres. No successor has been appointed
at the Grand, said Manager Ed McGlone of
the Palace . . . PYank Marzetti, manager of
the north side Linden neighborhood, has inaugurated
a student rate aimed chiefly at
Ohio State University students . . . Reid
Leath, WCOL disc jockey, conducted a lobby
program from the World art theatre at the
opening of "The Vagabond King."
J. R«ai Neth of the Neth neighborhood circuit
screened the safety film, "Lakewood
Learns to Live," in all of his theatres
Ous Sun, 88-year-old Springfield
. . .
showman,
was feted by family and friends on his birthday.
He is now semiretired, acting as advisor
for the Ous Sun Booking Exchange operated
by his son Cms Sun jr. and Robert
Shaw, general manager.
'War' and 'Unknown'
Lead in Cleveland
CLEVELAND—While none of the downtown
theatres made a killing, several pictures
received a moderately good pubhc support,
"War and Peace" ran up a ISO per cent gross
in its second week at advanced prices, a
gross less than the second week of "The King
and I" at the same theatre at lower admission
prices. "Tea and Sympathy" held consistently
in a second week at the State with a 100 per
cent total. "Toward the Unknown" was above
average, with 115 per cent for its first week.
(Averoge Is 100)
Allen Toward the Unknown (WB) 115
Heights Art House of Ricordi (Cormoran) 100
Hippodrome War and Peace (Para), 2nd wk.
advanced scale
1 30
Ohio Run for the Sun (UA), 2nd d.t. v/'k. '.'.'.'.'. '. 85
Palace 1984 (Col); The Gamma People (Col). . . .100
State Tea and Sympothy (MGM), 2nd d.t. wk...ll0
Stillman The Vagabond King (Para) 80
Downtown Grosses
At Detroit Fairly Solid
DETROIT — Despite distressingly low
grosses in industrial sections of the city,
business downtown has been fairly solid.
"The Bad Seed" and "Attack!" were strong.
Adams High Society (MGM), 8th wk 95
Broadway Capitol Godzilla (Embassy); Man Beast
(SR) 100
Fox—Rebecca (20th-Fox); Shadow of Feor (UA).. 70
Madison The Bad Seed (WB) 200
Michigan War and Peace (Para), 2nd wk. '''l85
Palms AHack! (UA); Gunslinger (AlP) 200
United Artists Oklohoma! (Magna), 33rd wk 140
'War and Peace' Grosses
Top Cincinnati Mark
CINCINNATI—Business was seriously affected
by the world series games. "War and
Peace," which opened at the RKO Palace,
held over for a second week in that theatre.
Albee The Power and the Prize (MGM) 95
Grand Satellite in the Sky (WB); The River
Changes (WB) 95
Keiths—Best Things in Life Are Free (ioVh^ox),
2nd wk 115
Palace War and Peace (WB) 1 20
Forrest Martin Promoted
DETROIT—Forrest Martin, salesman for
United Film Service for many years in this
territory, has been appointed division manager
for the company, succeeding the late
Thomas P. Allen who held the post for many
years. Martin will make his headquarters at
4122 Herman Ave., S. W., Grand Rapids.
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78 BOXOFFICE October 20, 1856

—
—
—
—
—
Holdover Bills Good;
'War and Peace' Leads
BOSTON—"War and Peace" and "Oklahoma!"
were the two leaders in an otherwise
dull week with holdovers prevailing. In order
to attract more matinee business at the
Saxon where "Oklahoma!" is in its fourth
week, the management lowered the prices
from $1.50 to $1.25 for the early matinee
shows only.
{Average Is 100)
Astor The Eddy Duehin Story (Col), 8th wk., 6
days 80
Beacon Hill ^Fantasia (BV), reissue 110
Boston Seven Wonders of the World (Cinerama),
6th wk 125
Exeter Street Privote's Progress (DCA), 6th wk.. . 85
Kenmore La Strodo (Trans-Lux) 130
Memorial The Best Things in Life Are Free
(20th-Fox), Magnificent Roughnecl

BOSTON
n Ibert Goldman, projectionist at the Beacon
Hill Theatre, will be installed as commander
of the Lt. A. Vernon Macaulay Post
270, the theatrical post of the American
Legion. A member of the post for ten years,
Goldman has served on the executive committee,
the house committee and as junior
and senior vice-commander. The installation
will be held November 20 at Blinstrub's
Village. A member of lATSE Local 182,
Goldman was formerly employed by the Joe
Cifre Ekjulpment Co. Others in the film district
to be installed in prominent posts that
evening are Abe Barry, Columbia booker, as
a member of the executive committee, and
qIf your seats are noiseless
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(and patrons' squawks) . . .
chances are — they are
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Write, wire or phone —
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UNION CITY BODY CO., INC.
Union City, Indiana
Cyril McGerigle, RKO booker, as
post chaplain.
Sympathy to William Cliggott, manager of
Massachusetts Theatre Equipment Co., in
the death of his mother, Mrs. William Cliggott
sr., of Medford ... A free Saturday morning
kiddy show at the Pitohburg Theatre
was arranged by Manager Frank Boyle and
the Red & White Stores for October 20,
when a feature and cartoons were shown to
the children. On December 15, the electrical
workers union will host a Christmas party
for kiddies with a stage show, a feature picture,
cartoons and gifts. On December 8,
Boyle has arranged to have Zippy the Chimp
appear on the stage as entertainment for the
children.
The Rialto, Everett, was reopened Thursday
(11) by newcomer George Hodgdon for
evening performances only. The theatre has
been closed for several months . . . The special
screening for the wives of exhibitors of "Toward
the Unknown," arranged by the Warner
staff, was a complete success, with about 30
women present who met at the Warner office
for light refreshments before the screening.
Hostesses at the luncheon were Mrs.
Ralph lannuzzi and Mrs. William Kumins.
Loew's State and Orpheum booked three
UA first run films to play in succession,
starting with "The Ambassador's Daughter"
October 11, "Bandido" on the 18th and "Attack!"
on the 25th. The second features
are Federal Film's "Swamp Woman" on the
11th, UA's "Shadow of the Eagle" on the 18th
and UA's "Gun Brother" on the 25th. Joe
Mansfield, UA, and Karl Fasick, Loew's Theatres,
are working on the campaigns.
Worthing-ton "Buster" Holt has been appointed
house manager at the newly redecorated
Saxon Theatre where "Oklahoma!"
in the Todd-AO process is in its fifth week.
Holt, who has managed drive-ins for Lockwood
& Gordon Enterprises, opened the Den
Rock Drive-In in North Andover this season
as manager. At the Saxon, he is working with
Sam Richmond, managing director.
Bob McNulty, owner of the Warwick Theatre,
Marblehead, is a patient at the Mary
Allen Hospital, Marblehead, for surgery. He
will be confined for several weeks . . . Many
of the drive-ins in the metropolitan area are
remaining open during October but the upstate
open-airers are closing or getting ready
to close for another season. The 1956 season
will go down as a heart-breaking one
weatherwise for drive-in operators. The
spring started off with cold, damp, dreary
weather. Then, to make matters worse there
were so many rainy weekends during the
summer that the drive-ins suffered accordingly.
A partial listing of the closings is:
in Massachusetts—Gardner, Milford, Turners
Falls, West Springfield, Orange, Adams, Sturbridge.
In New Hampshire—Alton, Boscawen,
North Conway, North Woodstock, Woodsville.
In Maine—Kennebunk, Van Buren, Madewaska,
Mattawaumkeag, Norway. In Vermont—Wlnooskl,
Falrlee, New Haven. In
Rhode Island—North Smithfleld.
Sidney James in 'Esther Costello'
South African-bom Sidney James will play
a top featured role In Columbia's "The Story
of Esther Costello."
Cecil DeMille Feted
By Mayor of Boston
BOSTON—Cecil B. DeMille, producer and
director of "The Ten Commandments," was
guest of honor at a luncheon in the Oval room
at the Sheraton Plaza Hotel Tuesday (16),
sponsored by Mayor John B. Hynes of
Boston. The mayor gave DeMille a beautiful
silver Paul Revere bowl inscribed, as follows:
"For his contributions in serving faith in
God and advancing brotherhood among men
through his motion pictures."
DeMille is the sixth dignitary to receive a
silver Paul Revere bowl. Others went to King
Paul and Queen Frederika of Greece; Ben
Gurion, prime minister of Israel; Gen.
Douglas MacArthur; Emperor Haile Selassie
of Ethiopia and another going to a direct
descendant of Paul Revere in Perrigioux,
France.
An invitational screening of "The Ten
Commandments" was staged at the Astor
Theatre a week earlier. All 1,320 seats in the
theatre were taken by exhibitors and their
wives, clergymen, prominent Boston dignitaries
and people in all walks of life. The list
was compiled by Paramount in an effort to
invite a widely varied group in order to
attract a well-rounded audience for its reaction.
The film will open at the Astor Theatre
November 20 on a reserved seat, two-aday
basis.
NEWHAMPSHIRE
•The University of New Hampshire film society
opened its new season Tuesday (9)
in Murkland auditorium in Durham by presenting
Eugene O'Neill's "The Long Voyage
Home." The remainder of the schedule is
as follows: November 13, original antimated
cartoon, "Gertie the Dinosaur," made in 1909,
and Harold Lloyd in "The Freshman," first
released in 1925; December 11, "Grand Illusion";
January 8, "Golden Boy"; February
11, "Henry the Eighth"; March 12, "Hamlet"
and "The Last Laugh"; April 9, "Monsieur
Beaucaire," and May 14, "Destination Moon."
The Palace in Manchester offered an additional
attraction with the two regular film
features during Saturday and Sunday matinees.
"Brave boys and girls" were urged to
see "The House of Wax," which the management
said "will give you goose pimples."
Youngsters attending the shows were given a
free magic pocket comb "to put your hair
down after it rises in horror."
Bolder Landry, a
Laconla-born anthropologist
and explorer, has returned from a six
months trip with Elly Hechscher. an independent
film producer of Los Angeles, into
the territory of the fierce Auca Indians in
the Eastern Oriente section of Ecuador. Landry
described his experiences in a talk before
the Laconia Chamber of Commerce.
The Colonial Theatre in Laconia became a
"world capital," Saturday (13), when a United
Nations Town Meeting of the World was held
there with Laurence P. Whittemore of Pembroke
as the moderator. UN ambassadors
from Iran, Israel, India and the United States
participated in the meeting. Several controversial
Issues, including the Suez Canal dispute,
were discussed.
80 BOXOFFICE : : October 20, 1956

IT'S TIME
Don't be shackled by
outmoded equipment—here
is a projector of the most
modern design that gives
better results in any theatre
^indoor or drive-in
Performance is our best salesman! And whenever
you're ready CENTURY can show you what
this means. Look at the engineered simplicity of
the CENTURY mechanism! There's nothing like it
for ease of operation, high efficiency, low maintenance
and rugged dependability. And what's
more, CENTURY equipment is designed and built"
to hold these high levels of performance.
Whatever your needs may be, see your au»^
thorized CENTURY dealer for CENTURY projec-i
tion and sound. Projectors are available either in'
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Phones: Li. 2-9814 — LI. 2-0356
BOXOFFICE :
: October 20, 1956 81

. . Dave
HARTFORD
Tack Sanson, Stanley Warner Strand, at-
' tended the world series during a week's
vacation. Relief manager here was Joe
Miklos of the SW Embassy, New Britain . . .
Two UA field men, Joe Mansfield and Abe
Bernstein, came through ahead of "Attack!"
"The King and Four Queens" and "The
Sharkfighters" . . . Ralph Stitt, Columbia,
hit downstate locations for "The Solid Gold
Cadillac."
Albert M. Pickus, TOA vice-president and
owner of the Stratford, Stratford, was breath-
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Theatre Property
900-seat, second run pictures.
Established over 20
years—selling to settle estate.
Wriie
FRANCIS E. SULLIVAN
REALTOR
161 South Main St., Fall River, Mass.
OSborn 9-6477
Let Us Do Yoor Office Bookkeeping Work
We can save you the heodoches of all your
paper work at a small cost per ttiaatre.
Coll or WrHt
Bay State Amutement Enterprises, inc.
184 Boyliton St, Room 48
B«t«n 16. Mut. Tel. KE 6-5255
ing easier after the town council finally voted
against a teenager curfew. First selectman
Harry Flood told a council session that Stratford
has a low rate of juvenile delinquency and
that the police force has been ably handUng
any trouble. The curfew proposal developed
after several incidents of "ganging" in certain
sections of that suburban community.
Eddie O'Neill, Brandt Drive-In Theatres,
has dropped Monday-through-Thursday performances
at the Portland (Conn.) Drive-In
for the remainder of the season . . . The Starlite
Drive-In, Stamford, has a new fall weather
gimmick. It runs this line at the bottom
of Tuesday newspaper ads: "Thank You
Nite. This ad cut out admits the driver absolutely
free!"
The Community, Fairfield, has a new dinnerware
giveaway . . . After a number of
weeks of subsequent run attractions, the 2,070-
car capacity Meadows Drive-In is slated to
open soon with RKO's "Back Prom Eternity"
. . , The Majestic, West Springfield, advertising
Paramount's "The Scarlet Hour," ran this
teaser Une, "Delightful New Faces!"
Lockwood & Gordon's Strand, Winsted,
has a new kitchen set giveaway on Monday
and Tuesday nights . . . Doug Amos, L&G
general manager, toured metropolitan Hartford
houses .
discontinued
showings for
The Waterford Drive-In has
Monday-through-Wednesday
the rest of season . . . The SW
. .
Warner, Torrington, featured a TV-radio
comic in "Popeye's Circus Party" at 35 cents
top for a recent Saturday kiddies matinee
program. The film phase featured two hours
of cartoons and a western.
A woman patron hurt in a fall at the SW
Garde, New London, has filed a $20,000 superior
court suit. Esther Ribner says she
was injured while descending a stairway.
She is suing the Connecticut Theatrical Corp.,
Circuit Settlement Corp. and the Stanley
Warner Management Corp., charging the
stairway was defective.
VERMONT
n Walt Disney film may be produced in
Vermont, it has been revealed by Clifton
R. Miskelly, director of the state development
commission. He said Disney was "extremely
interested" in making a picture depicting
Ethan Allen's historic capture of Fort
Ticonderoga in the Green Mountain state
and that the project might be undertaken
during the summer and fall of 1958. Miskelly
said a world's premiere might be held
in the Champlain basin area during its 350th
anniversary celebration. He reported that
Alfred Hitchcock's "The Trouble With
Harry," filmed in this state a couple of years
ago, was currently being shown to standing
room only for the fourth straight month in
Paris. Incidentally, the development commission
also disclosed that "The Trouble
With Harry" has greatly increased the interest
in Vermont's fall foliage spectacle,
bringing many inquiries from out-of-state
people who want to know the exact locations
where "the beautiful color shots were made."
The Rev. Mark Tennien, the MaryknoU
jeep-driving priest, who was featured In the
documentary films, "The MaryknoU Story"
and "The Miracle of Blue Cloud," gave a
communion breakfast talk during the alumni
homecoming weekend at St. Michael's College
Winooski.
In
NEW HAVEN
TT-I has scheduled a saturation campaign
covering 17 key Connecticut cities
and towns for the pairing of "Curucu, Beast
of the Amazon," and "The Mole People," according
to local Manager Alec Schimel. The
state playdate is November 14 . . . Norman
Bialek, manager of Connecticut Theatres' Fine
Arts, Westport, was back from vacation and
planning to attend the Allied convention in
Dallas.
Sid Kleper, acting manager of Loew's Poli,
promoted two full pages of advertising from
a major furniture store which ran a "Solid
Gold Values" sale, plugging "The Solid Gold
Cadillac" . . . Sam Rosen, of the Rosen Film
Service, has left for Florida for his annual
winter vacation there ... I. J. Hoffman
of the Connecticut Theatres is a patient at
Grace-New Haven Community Hospital,
where he is in fair condition. He was admitted
for observation . Bernstein,
UA publicity man out of Boston, hit Bridgeport,
Hartford and Springfield in advance of
"The King and Four Queens."
Tony Masella, manager of Loew's Palace,
Meriden, was elected president of the Unison
Club, a civic organization in that city.
He was doubly honored, for he is the only
member of the club who lives outside the
city limits . . . Phil Gravitz, MGM manager,
and Alec Schimel, U-I, were Filmrow chairmen
for the annual United fund campaign.
"The Bells Are Ringing," the Judy Holliday
musical which had its world premiere on the
stage of the Shubert here, was completely
sold out two weeks in advance of the start of
its week engagement . . . The downtown
Crown revived "Tobacco Road" and "Grapes
of Wrath" . . . Peter Sheridan, day manager
at the Crown, vacationed on Long Island.
Mail for Max Birnbaum, recently retired
Warner Bros, manager, can be sent to him
in care of the Savoy Manor, Miami Beach
. . . Alec Schimel, U-I manager, vacationed
at the Concord Hotel in the Catskills . . .
Ralph Stitt of Columbia's New York office
was in town assisting with promotion of "The
Solid Gold Cadillac."
Boston Theatremen Meet
On Building Business
BOSTON—In line with the discussions at
the TOA meeting in New York of the business
builder campaign, Samuel Hnanski,
COMPO triumvirate member, called together
the district managers and publicists of downtown
Boston theatres to present the details
of the COMPO plan. Pinanski gave a
full report of the discussions at the public
relations committee in New York and asked
the Boston group to consider the suggestions
on a local level.
A second meeting will be held In the ATC
offices when group members will present
their own ideas for further discussion. Those
present were Paul Levi, ATC; Hy Fine and
Jack Saef, New England Theatres; Nat
Golden and Ben Domingo, Keith Theatres;
Charles Kurtzman and Karl Fastlck, Loew's
Theatres; Dan Finn and Louis Krasnow,
Astor Theatre; James King, Boston Theatre,
and Harry Peinstein, who came In from New
Haven for the meeting.
82
BOXOFFICE
:
: October 20, 1956

—
—
—
—
Midnight Show Aids
Things' in Toronto
TORONTO—After being given an advance
midnight screening at the Imperial, "The
Best Things in Life Are Free" opened its
regular engagement less than a week later
at Shea's to lead the boxoffice parade.
Among the holdovers strong second weeks
were registered by "War and Peace" at the
Imperial and "Tea and Sympathy" at Loew's
and the Uptown.
(Average Is 100)
Eglinton, University Lisbon (Rep) 105
Hyland Jacqueline (JARO), 2nd wk 105
Imperial War and Peace (Pora), 2nd wk 130
Loew's Uptown Tea and Sympathy (MGM), 2nd
wk 125
Nortown Pardners (Pora) 105
Odeon The Queen of Babylon (20th-Fox) 110
Shea's The Best Things in Life Are Free
(20th-Fox) 155
Tivoli Oklahoma! (Magna), 25th wk 105
Towne Private's Progress (British), 2nd wk 105
Post-Holiday Grosses Mild
In Vancouver, 'Sky' Is Tops
VANCOUVER—After a big weekend over
the Thanksgiving holiday boosted most first
run business to above-average levels, postholiday
business was mild. Topping the town
was "Reach for the Sky," "Canyon River,"
and the tenth week of "The King and I."
Capitol The Best Things in Life Are Free
(20th-Fox)
Good
Cinema Canyon River (AA); Lord of the
Jungle (Cot) Good
Orpheum The Mountain (Pora) Good
Porodise Rock Around the Clock (Col) Good
Plaza Walk the Proud Land (U-l Average
Strand—The King and I (20th-Fox), 10th wk Good
Studio Lo Stroda (IFD) Good
Vogue—Reach for the Sky (JARO) Excellent
'Reach for Sky' Held Over
For Fourth Toronto Week
TORONTO—The J. Arthur Rank special,
"Reach for the Sky," continued for a fourth
week at four local Odeon units, the Fairlawn,
Danforth, Humber and Colony. The feature
also had been playing the main Odeon on
Carlton street, but was withdrawn because
of the booking of a vaudeville bill there last
week with Dorothy Lamour and the Four
Lads as headliners.
Famous Players restored its Show of the
Week policy after a brief lapse by playing
"Somebody Up There Likes Me" at eight
units, the Alhambra, Beach, College, Capitol,
Palace, Parkdale, Runnymede and St. Clair.
The Famous Players team, the Bloor and
Oakwood, continued with its new action policy
in offering "Behind the Wall" first run for
Toronto.
Movie Game Contestants
Collect $761 in Prizes
OTTAWA—Local theatregoers went for the
newly established Movie Game at the Rideau
and Nelson in a big way, collecting $761.90
as cash prizes in the first week's contest in
which patrons picked their choices from a list
of Hollywood actresses.
The results were announced here after the
contest cards from all Ontario locations had
been checked by the Motion Picture Research
Guild, Toronto. Twelve winners divided the
$2,000 award for those in Ontario who picked
six of ten stars in the correct order, while
19 participants across the province had five
stars in the proper order to split the $1,000
prize. There were six Ottawa winners in
the two divisions.
CBC to Produce Series
On Mounties for Video
OTTAWA—A. D. Dunton, board chairman
says the Canadian Broadcasting Corp.
has arranged for the production of a TV series
based on the RCMP in collaboration with
Canadian studios, one of which is reported
to be Crawley Films of Ottawa.
At present the CBC is cooperating with
Normandie Productions, Canadian affiliate
of Television Programs of America, in the
making of "The Last of the Mohicans" in
39 half-hour episodes for TV starring Lon
Chaney and John Hart. The company is
engaged in location work on Arthur Gottlieb's
estate, Pickering, Ont.
Theatreman Rescues
Child From Train
CHATEAUGUAY, QUE.—U. J. Bourdon,
owner of the Alamo Theatre here, has become
the toast of the town for his brave
rescue of a 7-year-old girl from the path of
a fast-moving freight train. Bourdon, who is
66, escaped with his own life a fraction of
a second after he threw Carole Bolduc to
safety and the train whistled past.
Bourdon was calling for newspapers at the
railway station when he heard cries from the
youngster, who had caught her right foot
between the motor vehicle platform and the
track. The 90-car freight was about 500 feet
from the crossing traveling 45 miles per hour.
Bourdon ran toward the crossing signaling
to the engineer, who could not slow down
the train. Bourdon made three attempts to
free the child, before his third yank dislodged
her from the squeeze. Bourdon received a
letter from J. J. Danhof jr. of Watertown,
N. H., superintendent of the New York
Central System, expressing thanks and appreciation
of the company for his heroic act.
Fourth of Airers Closed
TORONTO—An estimated one-quarter of
the drive-ins in Ontario have closed for the
season or have reduced operations to a parttime
basis. The latest to lock the gates are
the Peterborough and the Aladdin at Ottawa.
The Kingston, Ont., Drive-In is now open on
Friday and Saturday nights only.
FPC Asks Permission
For Toll-TV System
OTTAWA—According to the federal Department
of Transport, Famous Players
Canadian Corp. has made a definite move
for the establishment of closed-circuit television
systems in the Dominion through its
subsidiary, Trans-Canada Telemeter of
Toronto, which holds the Canadian rights
of International Telemeter Corp. of the USA.
The government department said that
Trans-Canada Telemeter, of which E. E.
Fltzgibbons is president and J. A. Pouliot is
executive engineer, had opened negotiations
with transport authorities for permission to
operate three installations at Kenora, Ont.,
North Battleford, Sask., and Kitimat, B. C,
where no TV broadcasting stations have been
established.
At North Battleford the municipal council
gave tentative approval October 10 for a
local Telemeter circuit to cost an estimated
$200,000. Incidentally, the Department of
Transport gives final approval to recommendations
for new stations or facilities by
the board of governors of the government
agency, the Canadian Broadcasting Corp.
Meanwhile the royal commission investigating
broadcasting conditions in Canada received
a declaration from A. D. Dunton, CBC
board chairman, that the time was ripe
for
second TV stations in leading cities such as
Toronto, Montreal, Winnipeg, Calgary, Edmonton
and Vancouver.
Within three years it was expected that
Canadian TV coverage would be extended
another 10 per cent so that 90 per cent of
the population could have television programs.
The 10 per cent expansion would cost an
estimated $11,000,000, the commission was
told.
HANDY SUBSCRIPTION
'Film Fare' Radio Show
TORONTO—JARO and Odeon Theatres
have launched a special radio program, Film
Fare, scheduled to run for 26 weeks and
originating from Toronto station CFRB every
Thursday night for a half hour starting at
8 o'clock. The producer is Gerald Pratley,
widely known CBC film critic, who will be
the commentator for interviews and for excerpts
from JARO and Hollywood pictures
as they play Odeon houses.

VANCOUVER
Phe local blue Jean and leather jacket crowd
turned out in full force at the downtown
Paradise Theatre to see "Roclc Around the
Clock"—and weren't even incited to applause.
Police stationed at the theatre all week could
be the reason. The film, which caused riots
In many U. S and Canada spots, failed to
arouse any enthusiasm in Vancouver's rock'n-
'roll teenagers. In Chilliwack, though, young
hoodlums slashed seats at the Paramount and
jostled the usherettes, according to Manager
C!laud Smith of FPC.
A television set was a prized possession
here as ball fans settled down to enjoy the
World Series in offices and living rooms. City
stores reported a tremendous rush in rental
of television sets mainly in business offices.
Some stores were filling orders placed two
months ago and noting a 20 per cent increase
in TV sales in the past few weeks. All of
which would seem to spell coming grief for
theatres during the winter season.
A three-year sentence given a local thug
for a $28 theatre robbery of the FPC Capitol
last February has been upheld by the B. C.
court of appeal . . . Eileen Mitchell, who quit
the Orpheum as cashier and went to Alaska
to work in a night club, is back in town in
her old job at the theatre. Orpheum Manager
Ivan Ackery featured a 30-minute ballet
program presented by students from the B.C.
School of Dancing. The show, which included
"The Mountain" on the screen, was
a sellout.
Two circuits in this area are refusing to
DOMIKIOI
employ union projectionists. One is the Pete
Barnes circuit of 20 theatres here and in
Washington State; the other is the Purnell
& Sons circuit, operating 13 theatres and
drive-ins mostly in the Crows Nest Pass
titles
district of Alberta and B.C. . . . New
added to the "adult entertainment" list by
the B. C. censor board are "1984," "Godzilla,
King of the Monsters," "The Killing," "A Kiss
Before Dying," "Rebel in Town," "Sins of
the Borgias" and "The Werewolf."
Ivan Ackery, Orpheum manager, is in
charge of exploitation for Famous Players
units in B. C. for "War and Peace." He is
making plenty of ace tie-ups for the picture,
which opened at the Orpheum here at roadshow
prices . . . Harry Woolfe, UA manager,
is working hard on the 42-week Jim Velde
sales drive. Spurring him on is his happiness
. . .
at becoming a grandfather, courtesy of his
daughter Diane The father-in-law of
Arthur Graburn, Benjamin Anderson, died
recently at 84. Graburn is the manager of the
downtown Odeon Paradise.
Bob Kelly, Olympia manager, is said to be
thinking of retirement on his winnings from
baseball pools . . . The Surrey Drive-In near
White Rock shuttered for the season after
a poor year's business. Gordon Wilson, film
editor of the Vancouver Herald, resigned and
joined the Bowell-McLean Cadillac agency as
advertising manager. His first tie-up was
with Al Jenkins, Vogue manager, for the
showing of "The Solid Gold Cadillac."
Darrell Prezeau, formerly with the Odeon
SOUID
are privileged to announce that
they are
supplying the following Projection and Sound equipment
to the National Film Board.
• Ceniury Projectors
• Century Sound Systems
• Westrex Soundheads
• Ashcraft Arc Lamps
• Imperial Generators
• Raytone Screens
Installation will be in the studios and auditorium of the
new National Film Board building on Cote de Liesse Road,
Ville St. Laurent, Quebec.
Incorporating the very latest in design and techniques the
new building is the most modern in North America.
Dominion Sound are justifiably proud of their contribution
to Canada's world renowned National Film Board.
DOMINIUM mm Equipments Limilcd
HSAD OFFICE: 4040 St. Catherine Street West, Montreal.
BRANCHES AT: Halifax, Saint John, Quebec, Montreal, Ottawa, Toronto,
Hamilton, London, North Bay, Winnipeg, Regina, Calgary, Edmonton, Vancouver.
in Victoria, is the new assistant at the Vogu6,
here in Vancouver. He replaces Jimmy
Webster, who has moved to the Plaza in the
same capacity. Prezeau was succeeeded by
Brian Wright from the Plaza Victoria as
assistant at the Victoria Odeon . . . The
Kingsway, local suburban house, will open
soon with a foreign film policy after eight
months of darkness.
Drive-in business in British Columbia declined
11 per cent during the season just ending.
Up to now, the outdoorers had maintained
relative steadiness in the face of
slumping revenues at the conventional theatres.
On this basis some ozoners may stay
closed in 1957 . . . Jack Brent, for the past
27 years with Canadian Pacific Film Delivery
here, resigned and will join the Okanagon
Film Delivery recently formed by Harold
Lock, former projectionist. Brent will make
the Penticton fruit town his headquarters.
Elliott Brown, one of Odeon's top managers,
has resigned and will join radio station
CKLG in North Vancouver as advertising
manager. Jack Armstrong, manager of the
Odeon Plaza in Victoria, replaces Brown at
the Victoria Theatre, with Steve Allen, who
had managed the Odeon Haney in the Fraser
Valley, moving to the Victoria Plaza. Marie
Aime, former Odeon relief manager here,
takes charge of the Odeon at Haney.
Harry A. Friedman Dies;
Odeon Chain Partner
TORONTO—Harry A. Friedman of Edmonton,
partner of Odeon Theatres, died at
his new home in Burlington at the age of
67. The funeral services were held at Holy
Blossom Synagogue here.
Pi-iedman, who was born in Buffalo, N. Y.,
and lived in St. Catharines, Ont., before
graduating in law at Osgoode Hall, Toronto,
founded Odeon Midwestern, Ltd., Edmonton,
in association with the Canadian Odeon
circuit. He was also the head of a legal
firm at Edmonton where he lived for many
years before his recent return to the east.
He organized a number of companies in the
house furnishing, furniture and shoe fields
and had been a member of the Canadian Bar
Ass'n and the Alberta and Edmonton Law Societies.
An ardent Zionist, he was a past
president of B'nai B'rith lodge at Edmonton.
The survivors are his wife, the former
Frances Lepofsky of Toronto, two daughters
and six brothers and sisters who live in Buffalo,
Niagara Falls, N. Y., Edmonton and In
Israel.
To Start on Civic Square
In Toronto Next Spring
TORONTO—Construction of the $6,150,000
civic square and underground parking garage
in downtown Toronto will start next
spring, according to Chairman Ralph Day
of the Toronto Parking Authority. One of
the last remaining enterprises on the large
site is Shea's, a 2,348-seat theatre of the
Famous Players, which was expropriated by
the city months ago for the municipal square
to the west of the city hall. The theatre continues
to operate with much success under the
management of Len Bishop, the most recent
engagement, "The King and I," running
to ten weeks.
If and when Shea's disappears at the hands
of the wreckers. Famous Players still will
have the Imperial and Tlvoli downtown.
84 BOXOFFICE :
: October 20, 1956

I
I
Offer by Durand Council
Turned Down by Noecker
DURAND, WIS.—An offer of free theatre
heat in return for 49 weeks of motion pictures
a year has been rejected by C. C.
Noecker, owner of the local theatre. Noecker
objected to the portion of the offer whereby
he would have to stay open 49 weeks a year.
The most recent offer followed a special
meeting of the city council called to consider
further negotiations that might reopen the
theatre, closed since September 11.
Two weeks earlier, aldermen refused a bid
from Noecker for free heat and 50 per cent
reduction in rent. If those concessions were
granted, Noecker said, he anticipated 48 to
50 weeks a year of operation, provided
patronage remained near current levels. With
heat alone provided, he estimated he could
operate about eight months a year.
I
Pat Elliott, 20, Is New Mgr.
Of Des Moines IngersoU
DES MOINES—Pat Elliott, 20,
of Hastings,
Neb., was recently appointed by the Tri-
States Theatre Corp. to manage the IngersoU
Theatre here. Elliott has been assistant manager
of the Rivoli Theatre in Hastings the
past 30 months and had been employed by the
theatre for four years.
The new IngersoU manager is a 1954 graduate
of Hastings high school and attended
Hastings College.
Art House Lives Up to Name
COLUMBUS—The Bexley art theatre is
really that. In addition to playing foreign
and domestic art films, the suburban house
displays original paintings on its walls. The
paintings are by local artists and are furnished
to the theatre by the Columbus
Gallery of Pine Arts. The paintings are
price-tagged and several sales have been reported.
Robert Little is manager of the
Bexley.
Where to Seek SBA Loans
COLUMBUS—Ohio exhibitors who wish to
apply for loans from the Small Business Administration
may apply to the administration's
offices in the Ferguson Bldg., 1783 East
11th Street, Cleveland, or the branch office at
Room 440, Federal Bldg., Cincinnati, stated
an Independent Theatre Owners of Ohio
bulletin.
Revive 'Citizen Kane'
TORONTO—The International Cinema
featured a revival of "Citizen Kane" this week
to capitalize on the interest which was
aroused in this 1941 picture when it was included
in the Stratford, Ont., Film Festival
with its assortment of old and aew productions.
Ponca City Aids Quake Victims
PONCA CITY, OKLA. — Don Hall, city
manager for Video here, arranged a special
preview showing at circuit houses here on
a recent Wednesday night, with all receipts
going into a special fund for the benefit of
some 20,000 Greeks whose homes and property
were damaged by an earthquake earlier this
year.
MONTREAL
lUTurray Briskin, executive assistant to the
president of Associated Screen News said
Nick Nicholson has been named laboratory
superintendent, replacing T. O. "Ace" Bailey,
who resigned to return to the field of atomic
energy. Nicholson has had 30 years of
laboratory and production experience. He
relinquishes the post of Quebec district sales
manager. T. M. "Ted" Abrams becomes
Quebec district TV commercials sales manager
and will also carry on as advertising and
publicity relations director. An assistant to
Abrams in the latter capacity will be named
soon. Other promotions announced at ASN
include William Conway, former 35mm
laboratory coordinator, who now becomes assistant
laboratory superintendent. Conway
has had 29 years of experience in all phases
of lab work. George Ramsey, former film
inspector, replaces Conway as 35mm laboratory
coordinator. The above staff changes are
part of a continuing program at ASN to fill
any vacancies by promotions from within the
organization.
Radio City Tlieatre reopened with the programming
of outstanding first run French
films as well as stage presentations. The house
was redecorated by a famous Moroccan firm
with head offices at Paris, France. Louis
Thare of the French firm supervised the
decorating of the theatre. Thare has 27
years of experience in the decoration of theatres.
He said he has supervised the decoration
of 3,000 houses and that his firm did the
work at Cannes at the Palais des Festivals.
The Radio City is a 1,500-seat house and
2,000 yards of glass-silk-satin were used.
The Canadian Motion Picture Pioneers,
Quebec division, will hold its ninth semiannual
meeting November 27 in Rialto Hall.
The pre-Christmas gathering is planned as
the biggest and best in the association's history
and notice of the meeting said the fun
of previous meetings will be topped this year.
The meeting is called for 5:30 p.m., followed
by cocktails and dinner. The meeting is
opened to all members and friends of the
picture industry. Arthur Larente, manager
of Peerless Films, Elwood 0311, is the convener.
George Heiber, Toronto manager for United
Artists, reported having received a telephone
call from Hollywood from Sam Kunitsky,
Montreal UA manager. Kunitsky, who attended
a company sales meeting at Hollywood,
told Heiber, who is currently in Montreal
on business, that he looked forward to
meeting exhibitors and telling of his successful
trip to the film capital ... A cocktail
party was given by executives and staff of
Warner Bros, to Audrey Mitchell, head
cashier of the company, preceding her wedding.
Miss Mitchell received a gift from the
Warner Bros, staff.
Among the exhibitors who visited the film
exchange were Jack Adelson, Roxy and Alhambra,
Ste. Agathe-des-Monts; Paul
Gauthier, Montcalm, Rouyn, and Gerry
Langevin, Tracy, Tracy.
SMALL THEATRE OWNERS
faced with CinemaScope
conversion
recognize
General Theatre
Supply Company
as the best Theatre Supply House to solve their problems
at the most economical cost.
Recent small theatres equipped for CinemaScope by
G.T.S.
are
ESSEX, HARROW, DRESDEN,
RIDGETOWN, WILLIAMSBURG
Contact your nearest G.T.S. branch
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BOXOFFICE :
: October 20, 1956 85

ii-is.^i'M m\
. . When
. . The
. . Mrs.
..J^ -. iLxiilitiiiilikLXittliiiii,
TORONTO
Qeoree Delaney of the Delaney Theatre,
Gananoque, said that his mother, Mrs.
Eva Delaney, is again seriously ill at her
home in the St. Lawrence Valley town. Two
years ago she made a remarkable recovery
from the ailment, later being entertained at
the Toronto Exhibition as a special guest . . .
The advance advertising campaign for "The
Ten Cksmmandments" was launched in a big
way in Toronto October 12 under the supervision
of Win Barron for the Canadian premiere
engagement which opens November 23
at the University Theatre with two performances
daily and all seats reserved.
Alex Harris, critic of the Toronto Globe
and Mail, waxed enthusiastic over "Giant"
when he saw it screened at the Roxy, New
York. Clyde Gilmour of the Toronto Telegram
didn't make it because he was sick at
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ti
. . home . The York at Hamilton, long operated
by Odeon, has a split German-Italian
week in its new art policy. German features
play the first
three days, followed by Italian
product for the last half.
Downtown managers in Toronto were happy
when the last ball was heaved in the World
Series. Matinee audiences at the theatres
were decidedly off, what with both TV and
radio coverage of the ball games, but saloons
were crowded . . . The Motion Picture Industry
Council of Canada has gathered details
on film producing facihties in the Dominion.
George Cuthbert of General Theatre Supply
Co., 861 Bay St., may still have spare copies.
. .
Laura Stevens, a brunette, has been appointed
assistant manager of the Victoria at
London, Ont., by Manager Frank Paul. She
is the first woman in the role at any of the
London houses . Manager Don Edwards of
the Famous Players Tivoli in nearby Hamilton
can't keep his eyes off the screen. It's a new
one, 18x41 feet, seamless and was made in
England, being installed just in time for
"War and Peace."
According to William Kennedy of Toronto,
49 per cent of households in Canada now have
TV sets and Toronto leads with a percentage
Alex Kipnis is looking ahead to
of 74 . . .
next summer with plans for the filming of
"Twelfth Night" and "Henry V" after they
are presented on the Stratford, Ont., stage
during the 1957 Shakespearean Festival there.
Kermit Carr Accepts Post
With Goldberg Theatres
DES MOINES—Kermit Carr, buyer and
booker for Tri-States Theatre Corp. here
the last five years, has resigned and will
move to Omaha.
He will become general manager of the
R. D. Goldberg theatres in Omaha and
Council Bluffs. There are seven Goldberg
theatres, two in downtown Omaha, four in
Omaha suburbs and one in Council Bluffs.
Carr has been with Tri-States 27 years.
OTTAWA
Qfficials of the fire department gave talks
for Fire Prevention Week to audiences at
six theatres, the Centre, Linden, Somerset,
Mayfair, FYancais and Eastview, when ceremonies
were conducted from the stage at
each house . children of Hull, on the
Quebec side of the Ottawa River, had a rare
opportunity to attend a motion picture theatre
when they flocked to a morning show
last Saturday at the Cartier and Laurier
when, in addition to a film program, they
heard fire-prevention talks by Hull officers.
. . .
Clarence Markell, owner of the Capitol at
Cornwall, has discontinued the game of
"Hollywood" at this theatre which he operates
in partnership with Famous Players
Performances of "The Best Things In
Life Are Free" were discontinued Tuesday
night (16) at the Famous Players Capitol,
Ottawa, for the concert engagement of the
Berlin Philharmonic Orchestra.
After a special presentation one evening
during the previous week of the Israeli picture,
"Hill 24 Doesn't Answer," Hye Bessin
brought the picture back to the Glebe Cinema
for a three-day run with all seats at $1 on
October 11-13. Big crowds were in attendance
. he played "Bighouse U. S. A."
at the Centre, Pembroke, Manager D. Dickerson
had two employes parade the streets of
the town in the garb of escapees. Both carried
signs which read "We Busted Out" and
"See How We Did It, Now at the Centre."
A National Film Board film, "Rythmetic,"
made by Norman McLaren and Evelyn Lambart
of Ottawa, has been awarded a diploma
of merit at the International Film Festival In
Scotland . M. Nidd has succeeded
J. D. Forsythe as president of the Ottawa
Film Council which has won the Ontario
award of S. E. McDowell for outstanding public
service. For six years the council has
prepared a "Movie Guide for Children" which
consists of recommendations on current features.
The list appears in the Ottawa newspapers
on Thursdays each week.
The tHSt Laboratory
XRANS-WORLD
FITM
in Canada, which can
remove smuhes
lABORATORES
from films ^. LTD.
4S24 Cot* d«t N«iaw Rood
MoRtrcol 26, Qu*.
PIhmm: REg«n» 3.«1t2
A NEW SERVICE
T* riLM and TV praducwi, dletrlbutari, nogatlv* ond psaltlv* iteck-koldcra, both black
ft wMt* or color.
WE POSSESS
Tbo o^ulpmofit Ifcat con romov* SCRATCHES from Hm%. olthor MgoHvo or potlNvc
«»ock 1« ond JS iRm.
Douglas Conine Meets
Press Folk at Beloit
BELOrr, WIS.—Douglas Conine was introduced
to members of the Daily News editorial
and advertising departments at a luncheon
shortly after he took over as manager for
Standard Theatres here. Carl Salmons, manager
of the Midcity Drive-In, and Russ Wolter,
manager of the Ellis Theatre, also attended
the luncheon.
Conine came here from JanesvlIIe, where
he managed the Highway 26 Drive-In and
the Meyers Theatre. Moving here with Conine
were hl5 wife Emma and a daughter Diane.
Conine succeeded John Falco, resigned.
Plays 'High Society'
ABILENE—The Interstate Park Drive-In
played "High Society" on a first run basis
to full houses for five nights. The picture
held for a second week. There was no Increase
in prices, with adults admitted for 60
cents, children free. Jim Tharp Is manager
of the 500-car Park.
86 BOXOFFICE : : October 20, 1956

oxoffice
Photoplay Studies
SECTION
.
OCTOBER 2 0, 1956
A GUIDE TO THE DISCUSSION OF
FRIENDLY PERSUASION
Prepared by
WILLIAM LEWIN,
Ph.D.
BUSINESS-BUILDING
\ce'
:ee
eir
o-
rer
'or
:nnd
le-
;avel
ow
ny
al)
idy
ce"
[n-
9Xcal
effor
the
m-
arind
idy
ag-
S^ar
ent
apitor
kits sent
schools
obtained for school giveaways ; 350 countercards,
book inserts and book racks were
set up; 21 city libraries received 5,000 bookmarks,
and 25 book stores wound up with
window displays and postcards on picture
and date. At a number of busy intersections,
Clumb posted 24-sheets, and at
a half-dozen popular bus-stops he had sixsheets
blazing the story. And to school
principals and top educators, judges, the
mayor and city officials, industrial executives,
department store bigwigs, advertising
chiefs and various church heads
went a total of 161 telegrams, inviting their
attendance.
Radio stations WEMP, WFOX, WISN,
WRIT and WMIL each hopped onto the
bandwagon, so to speak, and plugged the
picture with both book and record contests.
Stations WTMJ and WOKY carried
on without the contests. In all, Clumb
had 317 spots, 100 of which were for free
on the book and contest arrangement.
His newspaper advertising ran about
2,300 lines, with an additional 210 appearing
in the Guide. In turn, he got a picture
break in the Journal Green Sheet plus an
In the Sunday Screen and Radio
article.
Guide section of the Sentinel, he got a
color and a black and white photo (full
page)
Four ads appearing in TV Guide, completed
the advertising lineup.
t.\jL xi»a.
road with veteran circus advance man
Frank Braden in attendance. Ti-ucks are
equipped with sound system reproducing
roars, grunts and other prehistoric audio
effects. In addition to street action, tours
are triggering extensive newspaper and
television coverage for the Cinemascope
sciencefiction thriller.
Promotes European Trip
Jack Allen, manager of the Stanley
Warner Felton Theatre in Philadelphia has
promoted a round-trip ticket to Europe
for two, also free heralds for his entire
season!
n a
irds
iow
100
records given away in connection with the
radio contests, a lobby display with live
music from the picture, 25 records for
rapid give-aways, and sheet music from the
film for disc jockeys in the area.
Clumb also wangled a tiein with the big
Boston Store here, with a picture of Miss
Audrey Hepburn and her hairdo, plugging
the store's beauty salon. The ad appeared
in the Journal three consecutive days.
His book tieup was equally impressive,
for Bantam and Dell both went all-out on
the promotion, developing 400 spots in
drugstores, department stores and newsstands.
All ten of their trucks were bannered
with side posting: 100 books were
BOXOFnCE Showmandiser : : October 20, 1956 — 261 —
Drive-In Finds Stamps
'Don't Mean a Thing'
An experiment with S&H trading stamps
at three of Jules Perlmutter's drive-ins.
the Starlit at Watertown, N. Y., the Spar
near Saratoga, and the Cobleskill at Richmondville.
convinced him that "they didn't
mean a thing so far as stimulating business
went."
Pointing out that he had conducted a
"teaser" campaign via newspapers and
other media, and had backed it up with
advertising during the trial, Perlmutter
said : "I could not see where trading stamps
had any effect on grosses. I thought the
three drive-ins represented a good crosssection."
Perlmutter pointed out that S&H
is the top stamp and has many stores in
this area. One green stamp was given for
each 10 cents of admission.

TORONTO
r^eorge Delaney of the Delaney Theatre,
Gananoque, said that his mother, Mrs.
Eva Delaney, is again seriously ill at her
home in the St. Lawrence Valley town. Two
years ago she made a remarkable recovery
from the ailment, later being entertained at
the Toronto Exhibition as a special guest . . .
The advance advertising campaign for 'The
Ten Commandments" was launched in a big
way in Toronto October 12 under the supervision
of Win Barron for the Canadian premiere
engagement which opens November 23
at the University Theatre with two performances
daily and all seats reserved.
Alex Barris, critic of the Toronto Globe
and Mail, waxed enthusiastic over "Giant"
when he saw it screened at the Roxy, New
York. Clyde Gilmour of the Toronto Telegram
didn't make it because he was sick at
) FOR SALE
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i MARINE 5034-5428
remits
Producer-Director William Wyler and Gary Cooper prepare for a scene.
Course of Study in
"STANDARDS of
Photoplay Appreciation
PHOTOPLAY APPRECIATION: An Approach
to Shakespeare" is the title of a new text by William Lewin
and Alexander Frazier.
Chapters are: Why Study Photoplay Appreciation? Where Did the
Movies Come From? Wlio Makes the Movies? Standards of Plioloplay
Production. Standards of Story Material. Notable Screen Writers. Standards
of Direction. Notable Photoplay Directors. Standards of Photoplay Acting.
Notable Screen Actors. Standards of Cinematography. Notable Cinematographers.
Standards of Photoplay Editing. What Makes a Photoplay
Significant? How to Become a Better Movie-Goer. What Shall We Read
About the Movies? Glossary of Motion-Picture Terms. A Photoplay
Approach to Shakespeare.
Publication date, Ian. 2, 1957. Pre-publication
price, $3.75. After Jan. 1, $5.00 a copy.
EDUCATIONAL & RECREATIONAL GUIDES, Inc.
10 Brainerd Road - Summit, New Jersey
FOR REPRINTS of this illustrated guide to "Friendly
Persuasion," write to Publication Press, 4804 East Ninth
The first laboratory
St., Kansas City 24, Mo. Single copies, 30c; 100 lots,
15c a copy; 500 lots, 10c a copy; 1,000 lots, 8c a copy;
2,500 lots, 7c a copy; 5,000 lots, 6c a copy.
m Canada, which tan
remove scratches
from films
LABOMlOKUiS
LTD.
N*ta*t II
Montreal 26, QtM.
PhoM: REgant 3-9U2
A NEW SERVICE
T» riLM and TV productn, diatributara. ntgotlv* ond paaltiv* atock-hoMtri,
4 wMt* or color.
WE POSSESS
Tba 04ulpmaf>t Hwt can romovo SCRATCHES from fHma, oiHtar nogaHvo
»e«k 1« ond IS mm.

.
A GUIDE TO THE DISCUSSION OF
FRIENDLY PERSUASION
Prepared by
WILLIAM LEWIN, Ph.D.
TYPE AND THEME OF THE PHOTOPLAY
FRIENDLY PERSUASION is a semi-historical comedy-drama about a
Quaker family in southern Indiana at the time of the Civil War. It tells an
intimate story of universal appeal, culminating in some spectacular episodes.
jThe photoplay, like its literary source, combines humorous, romantic, and
erious elements. The picture is based on a collection of short stories by
|essamyn West, which originally appeared in various national magazines.
3ok and film bear the same title. Friendly Persuasion is a descriptive
erm for Quakerism. The Quakers call themselves The Society of Friends.
The major theme is the conflict between Quaker ideals and the natural
•impulses of people. Interwoven with this is the romance of the daughter of
the Quaker family and a neighbor's
son.
THE SOCIETY OF FRIENDS
The Society of Friends was founded in England by George Fox, more
than 300 years ago. The origin of the sect was rooted in a desire to substitute
the simplest possible type of religion for the elaborate ceremonies of the
Church of England. The name Quaker originated in speeches by Fox, who
called on his followers to tremble at the name of the Lord. A British
magistrate nicknamed the new sect Quakers, and they accepted the name.
Dressed in plain garb, the Quakers lived simple, peaceful lives. Avoiding
such "frivolities" as dancing, singing, gambling, and merry-making,
they had ideas which were a mixture of conservatism and radicalism. Much
given to good reading and high thinking, they were our original "conscientious
objectors" to participation in armed conflict. They refused to
acknowledge the efficacy of force for spiritual ends. To establish brotherly
love, they held, sweet reasonableness was necessary. Violence was futile,
they said. They rejected the law of Moses (Exodus, XXI) which sets forth
the rule that "if any mischief follow, then shall thou give life for life, eye
for eye, tooth for tooth, hand for hand, foot for foot, burning for burning,
wound for wound, stripe for stripe." They accepted rather the philosoi-hy
Copyright, 1953, by Educational & Recreational Guides, Inc.
10 Brainerd Road, Summit, New Jersey
All rights reserved. Printed in U.S.A.
BUSINESS-BUILDING
\ce' kits sent
:ee
eir
for
•Qcer
!nnd
16-
;avel
ow
-ny
al)
idy
ce"
[n-
5Xcal
effor
the
m-
arind
idy
ag-
Vai
ent
apitor
schools
obtained for school giveaways; 350 countercards,
book inserts and book racks were
set up; 21 city libraries received 5,000 bookmarks,
and 25 book stores wound up with
window displays and postcards on picture
and date. At a number of busy intersections,
Clumb posted 24-sheets, and at
Clumb
a half-dozen popular bus-stops he had sixsheets
blazing the story. And to school
principals and top educators, judges, the
mayor and city officials, industrial executives,
department store bigwigs, advertising
chiefs and various church heads
went a total of 161 telegrams, inviting their
attendance.
Radio stations WEMP, WFOX, WISN,
WRIT and WMIL each hopped onto the
bandwagon, so to speak, and plugged the
picture with both book and record contests.
Stations WTMJ and WOKY carried
on without the contests. In all,
had 317 spots, 100 of which were for free
on the book and contest arrangement.
His newspaper advertising ran about
2,300 lines, with an additional 210 appearing
in the Guide. In turn, he got a picture
break in the Journal Green Sheet plus an
article. In the Sunday Screen and Radio
Guide section of the Sentinel, he got a
color and a black and white photo (full
page)
Four ads appearing in TV Guide, completed
the advertising lineup.
I
road with veteran circus advance man
Frank Braden in attendance. Ti-ucks are
equipped with sound system reproducing
roars, grunts and other prehistoric audio
effects. In addition to street action, tours
are triggering extensive newspaper and
television coverage for the Cinemascope
sciencefiction
thriller.
Promotes European Trip
Jack Allen, manager of the Stanley
Warner Felton Theatre in Philadelphia has
promoted a round-trip ticket to Europe
for two, also free heralds for his entire
season!
n a
irds
low
100
records given away in connection with the
radio contests, a lobby display with live
music from the picture, 25 records for
rapid give-aways, and sheet music from the
film for disc jockeys in the area.
Clumb also wangled a tiein with the big
Boston Store here, with a picture of Miss
Audrey Hepburn and her hairdo, plugging
the store's beauty salon. The ad appeared
in the Journal three consecutive days.
His book tieup was equally impressive,
for Bantam and Dell both went all-out on
the promotion, developing 400 spots in
drugstores, department stores and newsstands.
All ten of their trucks were bannered
with side posting: 100 books were
BOXOFFICE Showmandiser : : October 20, 1956 — 261 —
Drive-In Finds Stamps
'Don't Mean a Thing'
An experiment with S&H trading stamps
at three of Jules Perlmutter's drive-ins,
the Starlit at Watertown, N. Y., the Spar
near Saratoga, and the Cobleskill at Richmondville.
convinced him that "they didn't
mean a thing so far as stimulating business
went."
Pointing out that he had conducted a
"teaser" campaign via newspapers and
other media, and had backed it up with
advertising during the trial, Perlmutter
said: "I could not see where trading stamps
had any effect on grosses. I thought the
three drive-ins represented a good crosssection."
Perlmutter pointed out that S&H
is the top stamp and has many stores In
this area. One green stamp was given for
each 10 cents of admission.

TORONTO
r^eorge Delaney of the Delaney Theatre,
Gananoque, said that his mother, Mrs.
Eva Delaney, is again seriously ill at her
home in the St. Lawrence Valley town. Two
years ago she made a remarkable recovery
from the ailment, later being entertained at
the Toronto Exhibition as a special guest . . .
The advance advertising campaign for "The
Ten Commandments" was launched in a big
way in Toronto October 12 under the supervision
of Win Barron for the Canadian premiere
engagement which opens November 23
at the University Theatre with two performances
daily and all seats reserved.
Alex Barris, critic of the Toronto Globe
and Mail, waxed enthusiastic over "Giant"
when he saw it screened at the Roxy, New
York. Clyde Gilmour of the Toronto Telegram
didn't make it because he was sick at
k.jar
-^ek.^
) FOR SALE ;
YES! 10,000 LATE MODEL
USED OR RECONDITIONED
Also new British-Luxury Chairs available
THEATRE
CHAIRS
Spring edge steel bottom seat cushions and
fully upholstered backs—spring bock types also.
Corp>eting, ospholt, rubber. Vinyl tiles and
linoleum.
WE ARE FACTORY AGENTS-
AT BARGAIN PRICES
Drop us a line—we will give you photographs
and full informotion.
"LA SALLE"
RECREATIONS, Ltd.
Theatre Chairs, Carpet, Linoleum and Tile Division.
^ 945 GRANVILLE ST., VANCOUVER
2 MARINE 5034-5428 ^
The first Laboratory
in Canada, whidi €an
remove scratches
from films
4 A Guide to Friendly Persuasion
of the Sermon on the Mount (Matthew, V-VII), which is the doctrine of
non-resistance: "But whosoever shall smile thee on thy right cheek, turn
to him the other also." This procedure is notably illustrated in the photoplay,
with striking consequences at the County Fair. Quakers obeyed no
law but that of their own consciences. Because of certain peculiarities, such
as refusing to remove hats before judges, they were persecuted; yet they
thrived on persecution. Their piety and sincerity drew sympathizers. Their
numbers grew.
In 1682, ten years after George Fox had visited America, William Penn
established the colony of Pennsylvania on Quaker principles, proving himself
to be the most extraordinary colonizer in American history. Surrounded
on all sides at first by hostile Indians and jealous Englishmen, Penn succeeded
in making Philadelphia truly a "city of brotherly love." That city
is still a stronghold of the Society of Friends.
Among the early Quaker immortals was John Woolman of Mount Holly,
New Jersey, whose world-famous Journal sums up in a single autobiography
all that is purest and sweetest in Quakerism. Ex-president Herbert Hoover
is the most famous of living Quakers.
Today there are in
America only 115,000 Quakers, who make up about
1,000 congregations. They constitute less than one-tenth of one per cent of
the population of our country, but their influence for good is far beyond
their meager numbers. Indeed, in the entire world there are only 180,000
Quakers, but their doctrines have influenced men as important and as
different as Leo Tolstoy and Mohandas Gandhi. The Society of Friends
supports many of the finest American schools and colleges, including Swarthmore,
Haverford, and Whittier (named for John Greenleaf Whittier, who
was a great Quaker).
LANGUAGE OF THE QUAKERS
Although today Quakers sjjeak normal English, so that they cannot be
distinguished by their language from other Americans, at the time of our
Civil War, the Quakers used the words thee and thy instead of you and your.
At the time of the American Revolution, they still usually retained the
nominative form thou, but at the time when the photoplay takes place, tlie
word thee was used in both the nominative and the accusative, and even for
the plural ye.
them as
In the photoplay the language of the Birdwell family helps to identify
Quakers.
THE HISTORIC BACKGROUND: MORGAN'S RAIDERS
John Hunt Morgan, whose Raiders invade southern Indiana in the
photoplay, was a Confederate general, born in Huntsville, Alabama, in
LMUKAIUMN
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4824 Cot* d«« N««gn Rood
MontrMl 26,
Qm.
Phono: RE««n» 3-9162
BOXOFFICE PHOTOPLAY STUDIES
A NEW SERVICE
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crock 16 and 3S mm.

!
A Guide to Friendly Persuasion
Little Jess and Samantha.
1826. He was killed in 1864, a year after the episodes depicted in the film
took place.
After serving in the Mexican War, Morgan had risen rapidly in the
He adopted daring guerilla methods which greatly annoyed Union
Civil War.
commanders. He was rewarded with a major-generalship in 1862, about the
time when the photoplay story opens.
His most famous raid,
which extended through Kentucky and Ohio to
Indiana in 1863, included unsuccessful plans to capture Cincinnati. Beginning
with only a few hundred cavalrymen, he attracted thousands of
Southern volunteers. Morgan's Raiders burned bridges and later even
plundered the farms and homes of friends and foes alike. Southerners,
however, regard Morgan as a great hero.
CHARACTER STUDY
The first characters we see are Little Jess Birdwell and an ill-tempered
goose. This is Samantha, his mother's pet. Jess is a button-nosed, freckled
eight-year-old in a plain, black suit and broad-brimmed hat, the Sundaygo-to-meeting
clothes of a Quaker boy. As we become acquainted with
Samantha, she is hissing and nipping at the boy. When he scolds the goose
and threatens to kill her, Eliza, his mother, remarks: "What is thee saying?
That's enough talk of killing." The mother, we quickly realize, is a devout
Quaker.
As the boy marches upstairs and peers into
his big brother's bedroom,
we are introduced to Josh, who is putting on his tight-fitting Quaker coat
and wide-brimmed hat. The child's impulse is to talk about the Civil War,
but Josh warns him: "Mama told thee not to talk about the war." We
learn that the mother is a preacher.
OCTOBER 20, 1956
x\Jii.im. ^l.X\j ^KBk> W.A AA
road with veteran circus advance man
Frank Braden in attendance. Trucks are
equipped with sound system reproducing
roars, grunts and other prehistoric audio
effects. In addition to street action, tours
are triggering extensive newspaper and
television coverage for the Cinemascope
sciencefiction
thriller.
Promotes European Trip
Jack Allen, manager of the Stanley
Warner Felton Theatre in Philadelphia has
promoted a round-trip ticket to Europe
for two, also free heralds for his entire
season
BUSINESS-BUILDING
\a' KITS SENT
:ee
eir
for
•orer
!nnd
le-
;avel
ow
.ny
al)
idy
ce"
[n-
3Xcal
eflor
the
in-
ar-
ind
idy
agent
apitor
n a
irds
low
100
records given away in connection with the
radio contests, a lobby display with live
music from the picture, 25 records for
rapid give-aways, and sheet music from the
film for disc jockeys in the area.
Clumb also wangled a tiein with the big
Boston Store here, with a picture of Miss
Audrey Hepburn and her hairdo, plugging
the store's beauty salon. The ad appeared
in the Journal three consecutive days.
His book tieup was equally impressive,
for Bantam and Dell both went all-out on
the promotion, developing 400 spots in
drugstores, department stores and newsstands.
All ten of their trucks were bannered
with side posting: 100 books were
BOXOFFICE Showmandiser : : October 20, 1956 — 261 —
schools
obtained for school giveaways; 350 countercards,
book inserts and book racks were
set up; 21 city libraries received 5,000 bookmarks,
and 25 book stores wound up with
window displays and postcards on picture
and date. At a number of busy intersections,
Clumb posted 24-sheets, and at
a half-dozen popular bus-stops he had sixsheets
blazing the story. And to school
principals and top educators, judges, the
mayor and city officials, industrial executives,
department store bigwigs, advertising
chiefs and various church heads
went a total of 161 telegrams, inviting their
attendance.
Clumb
Radio stations WEMP, WFOX, WISN,
WRIT and WMIL each hopped onto the
bandwagon, so to speak, and plugged the
picture with both book and record contests.
Statioris WTMJ and WOKY carried
on without the contests. In all,
had 317 spots, 100 of which were for free
on the book and contest arrangement.
His newspaper advertising ran about
2,300 lines, with an additional 210 appearing
in the Guide. In turn, he got a picture
break in the Journal Green Sheet plus an
article. In the Sunday Screen and Radio
Guide section of the Sentinel, he got a
color and a black and white photo (full
page).
Four ads appearing in TV Guide, completed
the advertising lineup.
Drive-In Finds Stamps
'Don't Mean a Thing'
An experiment with S&H trading stamps
at three of Jules Perlmutter's drive-ins,
the Starlit at Watertown, N. Y., the Spar
near Saratoga, and the Cobleskill at Richmondville.
convinced him that "they didn't
mean a thing so far as stimulating business
went."
Pointing out that he had conducted a
"teaser" campaign via newspapers and
other media, and had backed it up with
advertising during the trial, Perlmutter
said: "I could not see where trading stamps
had any effect on grosses. I thought the
three drive-ins represented a good crosssection."
Perlmutter pwinted out that S&H
is the top stamp and has many stores in
this area. One green stamp was given for
each 10 cents of admission.

TORONTO
A GuiDK TO Friendly Persuasion
Q,eorge Delaney of the Delaney Theatre,
Gananoque, said that his mother, Mrs.
Eva Delaney, is again seriously ill at her
home in the St. Lawrence Valley town. Two
years ago she made a remarkable recovery
from the ailment, later being entertained at
the Toronto Exhibition as a special guest . .
.
The advance advertising campaign for "The
Ten Commandments" was launched in a big
way in Toronto October 12 under the supervision
of Win Barron for the Canadian premiere
engagement which opens November 23
at the University Theatre with two performances
daily and all seats reserved.
Alex Barris, critic of the Toronto Globe
and Mail, waxed enthusiastic over "Giant"
when he saw it screened at the Roxy, New
York. Clyde Gilmour of the Toronto Telegram
didn't make it because he was sick at
Card and Mattie play the organ in the attic.
k.,4r-
} FOR SALE ^
YES! 10,000 LATE MODEL
USED OR RECONDITIONED
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WE ARE FACTORY AGENTS-
AT BARGAIN PRICES
Drop us a line—we will give you photogrophs
and full information.
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RECREATIONS, Ltd.
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945 GRANVILLE ST., VANCOUVER
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The first laboratory
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Next we meet the father, Jess Birdwell, a tall, lean man with a sanguine,
open face. As he comes into the barnyard and dismounts his powerful
horse, we note that he is a man of warmth and wit.
Every bit of action in the photoplay serves to develop the characters
of these people. For example, Jess quickly reveals that he likes a fast horse,
but his wife Eliza is opposed to horse-racing in any form. Rather than
argue the point, Jess flatters his wife and kisses her.
At the Meeting House we see that the Quaker men wear their hats in
the silent and tranquil meeting. The quiet' atmosphere reminds us of the
episode in Benjamin Franklin's Autobiography, in which Ben tells how he
fell asleep in a Quaker church on arriving at Philadelphia. When Little
Jess shouts "God is Love," the director makes good use of contrast between
the enthusiasm of the boy and the restraint of the adults.
We learn of the Quaker attitude toward the Civil War when a Union
major comes to the Meeting House to apj)eal for Quaker help in the war.
Josh replies he is unsure whether he will put up with slavery, looting, and
killing. One Quaker farmer refuses to fight, no matter whether the
Confederates burn his house, destroy his crops, and attack his family. Jess
says that each must be guided by his conscience and that
no one can forecast
what he will do in case of attack.
Eliza Birdwell, as preacher, sums up the Quaker attitude: "Lord, lei
thy children partake of thy love in the love of all men, rendering not
evil for evil, nor violence for violence done. Let swords be changed into
plowshares, and spears into pruning-hooks, and the children of peace learn
war no more."
BOXOFFICE PHOTOPLAY STUDIES
remove scratches
from films
LTD.
4824 Cot*

—
.
A Guide to Friendly Persuasion 7
PLOT STUDY
Every episode in the j)lot serves to develop the major theme of the
photoplay. All three story elements—humorous, romantic, and serious
contribute to this purpose. When, in spite of Eliza's objection, the family
goes to the County Fair, we see all except Eliza succumb to temptations.
They sing, dance, shoot, and encourage wrestling and gambling. Jess's
shooting wins a pair of fancy garters which disturb Eliza. When Josh takes
OCTOBER 20, 1956
violent punishment rather than fight back, Jess ducks the offender in a
barrel of water. Without Eliza's knowledge, Jess decides to buy an organ,
which leads to much serio-comic embarrassment.
When the organ arrives at the farmhouse, Eliza moves out and takes
up her residence in the barn until Jess compromises by putting the organ
BUSINESS-BUILDING
\a' KITS SENT
in the attic. Later, while a committee of Friends comes to discuss the war
at the Birdwell house, Mattie and her sweetheart play the organ in the
attic. To cover up the sound of the organ, Jess utters long prayers in a
:ee schools
loud voice.
eir obtained for school giveaways; 350 countercards,
book inserts and book racks were
When Jess goes off on a business trip, Eliza urges him
o-
to trade their
rer set
powerful
up; 21 city libraries received 5,000 bookmarks,
and 25 book stores wound up with
horse for a slower one, but Jess brings home "Lady," an ungainly-looking
horse, but a very fast one. The consequent victorious racing
in-
window displays and postcards on picture
for
of Jess Birdwell against his neighbor Sam Jordan—on Sunday and on the
nd and date. At a number of busy intersections,
Clumb posted 24-sheets, and at
way to church—provides an exciting and hilarious episode, lemuch
to the
astonishment and chagrin of
;avesheets
blazing the story. And to school
a half-dozen popular bus-stops he had six-
Eliza.
ow principals and top educators, judges, the
.ny mayor and city officials, industrial executives,
al)
department store bigwigs, ad-
vertising chiefs and various church heads
went a total of 161 telegrams, inviting their
attendance.
[n-
Radio stations WEMP, WFOX, WISN,
sx-
cal
WRIT and WMIL each hopped onto the
bandwagon, so to speak, and plugged the
idy
picture with both Ixsok and record contests.
Statioris WTMJ and WOKY car-
ce"
efforied
on without the contests. In all, Clumb
had 317 spots, 100 of which were for free
the
on the book and contest arrangement.
His newspaper advertising ran about
in-
2,300 lines, with an additional 210 appearing
in the Guide. In turn, he got a picture
ar-
ind
break in the Journal Green Sheet plus an
idy
article. In the Sunday Screen and Radio
ag-
Guide section of the Sentinel, he got a
Var
color and a black and white photo (full
ent
pagei
apitor
"Let your cojiscience be your guide."
Four ads appearing in TV Guide, completed
the advertising lineup.
x^^xxiAa. j.xj.x^ \_w
road with veteran circus advance man
Frank Braden in attendance. Ti-uclcs are
equipped with sound system reproducing
roars, grunts and other prehistoric audio
effects. In addition to street action, tours
are triggering extensive newspaper and
television coverage for the Cinemascope
sciencefiction thriller.
Promotes European Trip
Jack Allen, manager of the Stanley
Warner Felton Theatre in Philadelphia has
promoted a round-trip ticket to Europe
for two, also free heralds for his entire
season!
n a
irds
low
100
records given away in connection with the
radio contests, a lobby display with live
music from the picture, 25 records for
rapid give-aways, and sheet music from the
film for disc jockeys in the area.
Clumb also wangled a tiein with the big
Boston Store here, with a picture of Miss
Audrey Hepburn and her hairdo, plugging
the store's beauty salon. The ad appeared
in the Journal three consecutive days.
His book tieup was equally impressive,
for Bantam and Dell both went all-out on
the promotion, developing 400 spots in
drugstores, department stores and newsstands.
All ten of their trucks were bannered
with side posting: 100 books were
Drive-In Finds Stamps
'Don't Mean a Thing'
An experiment with S&H trading stamps
at three of Jules Perlmutter's drive-ins,
the Starlit at Watertown, N. Y., the Spar
near Saratoga, and the Cobleskill at Richmondville.
convinced him that "they didn't
mean a thing so far as stimulating business
went."
Pointing out that he had conducted a
"teaser" campaign via newspapers and
other media, and had backed it up with
advertising during the trial, Perlmutter
said: "I could not see where trading stamps
had any effect on grosses. I thought the
three drive-ins represented a good crosssection."
Perlmutter pointed out that S&H
is the top stamp and has many stores in
this area. One green stamp was given for
each 10 cents of admission.
BOXOFFICE Showmandiser : : October 20, 1956
261 — 1

TORONTO
r^eorge Delaney of the Delaney Theatre,
Gananoque, said that his mother, Mrs.
Eva Delaney, is again seriously ill at her
home in the St. Lawrence Valley town. Two
years ago she made a remarkable recovery
from the ailment, later being entertained at
the Toronto Exhibition as a special guest . . .
The advance advertising campaign for "The
Ten Commandments" was launched in a big
way in Toronto October 12 under the supervision
of Win Barron for the Canadian premiere
engagement which opens November 23
at the University Theatre with two performances
daily and all seats reserved.
Alex Barris, critic of the Toronto Globe
and Mail, waxed enthusiastic over "Giant"
when he saw it screened at the Roxy, New
York. Clyde Gilmour of the Toronto Telegram
didn't make it because he was sick at
-'f^^
) FOR SALE ^
5
YES! 10,000 LATE MODEL
USED OR RECONDITIONED
Also new British-Luxury Chairs available
THEATRE
CHAIRS
Spring edge steel bottom seat cushions end
fuHy upholstered backs—spring bock types also.
Corpwting, asphalt, rubber, Vinyl tiles and
linoleum.
WE ARE FACTORY AGENTS-
AT BARGAIN PRICES
Drop us a line—we will give you photographs
and full informotion.
"LA SALLE"
RECREATIONS, Ltd.
Theatre Chairs, Carpet, Linoleum and Tile Division. i
945 GRANVILLE ST., VANCOUVER J
MARINE 5034-5428
^
^^ III II I II fflffir
8 A Guide to Friendly Persuasion
The most important crisis in the serious plot of the photoplay comes
when Josh decides it is his duty to join the Home Guard and defend his
home against the Morgan Raiders. Josh asks the hired man, Enoch, an
escaped slave, what it must feel like to die. Then there comes into Josh's
heart, after he makes his decision, a moment of calm, of mingled pathos
and grandeur, in
which the voice of wailing dies away and his soul gathers
strength for the sacrifice. When Josh says goodbye to his mother and
goes off to fight, we have the most touching scene in the picture. Jess
remains behind when his son goes off to fight, but when his son's horse
comes back riderless, Jess knows his son must be wounded or killed. He
goes after him. Jess encounters and overcomes a Confederate soldier but,
true to his Quaker principles, lets the man go. Meanwhile young Josh has
been killing enemy soldiers and has been severely wounded. Jess finds
him and brings him back to the farmhouse.
While her husband and son are away, Eliza has to meet a party of
raiders who come to the Birdwell farm foraging for food. She feeds them
and gives them all she has stored away, in keeping with her Quaker faith,
but when a Confederate raider tries to take her pet goose Samantha, Eliza
forgets her Quakerism. In a humorous scene, while Mattie and Little Jess
watch in amazement, the woman preacher lambastes the raider with her
broom and makes him give up the pet goose. Thus even pious Eliza, the
great idealist, is only human in an emotional crisis.
The story ends with a happy reunion of the Birdwell family. The
danger has passed. Jess says to his son: "Thee did what thee had to do,
son. I didn't fight, and thee did. We both lived up to all the Light we had."
Meanwhile Mattie's romance with Gard Jordan has come to a happy
conclusion, though Card's father has been killed by a Confederate bushwhacker.
Thus are the life-problems of the Birdwells resolved.
WILLIAM WYLER, THE PRODUCER-DIRECTOR
Just as an orchestra needs an able leader to unify its work and to
bring forth the most pleasing effects, a photoplay needs a director to
harmonize all the parts, to bring about variation of effects, and to give
emphasis where emphasis belongs. The leader of an orchestra and the
director of a photoplay must understand thoroughly and must feel deeply.
William Wyler, who had the double responsibility of supervising the
production of Friendly Persuasion and of directing its making, has extraordinary
knowledge of all that goes into the making of photoplays. Born
and educated in France, Wyler came to America as a youth and served an
The first Laboratory
in Canada, which can
remove scratches
from films
apprenticeship in Hollywood as property man, script clerk, assistant cutter,
publicity writer, assistant casting director, and assistant director. Before
LAKUKAiUKUiS
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MontrMi 26, QiM.
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ttock 16 and JS mn.

.
A Guide to Friendly Persuasion
BUSINESS-BUILDING
\Cl' KITS SENT
:ee schools
eir obtained for school giveaways; 350 countercards,
•orer
book inserts and book racks were
set up; 21 city libraries received 5,000 bookmarks,
for
and 25 book stores wound up with
!nnd
window displays and postcards on picture
and date. At a number of busy inter-
lesections,
Clumb posted 24-sheets, and at
la.- a half-dozen popular bus-stops he had sixsheets
]osh goes off to join the Home Guard.
vel
blazing the story. And to school
ow principals and top educators, judges, the
becoming a director and producer he acquired
.ny mayor and city officials, industrial executives,
department store bigwigs, ad-
personal and practical information
of the highest value. Added to this he has a keenly sensitive
al)
vertising chiefs and various church heads
appreciation of drama that enables him to see what can be done with settings,
went a total of 161 telegrams, inviting their
words, and actions.
attendance.
In-
The proof of this is in the great success of photoplays that he has
Radio stations WEMP, WFOX, WISN,
sx-
cal
directed. Among the many such
WRIT and WMIL each hopped onto the
pictures are: Dead End, 1937; Wuthering
bandwagon, so to speak, and plugged the
Heights, 1939; The Little Foxes, 1941; Mrs. Miniver, 1942; The Best Years
idy
picture with both book and record contests.
Stations WTMJ and WOKY car-
ce"
efforied
on without the contests. In all, Clumb
striking and peculiarly appealing photoplays, he received the Awards
had 317 spots, 100 of which were for free
of the
the
Academy of Motion
on the book and contest arrangement.
Picture Arts and Sciences.
His newspaper advertising ran about
Mr. Wyler's skillful production and direction of Friendly Persuasion
an-
2,300 lines, with an additional 210 appearing
in the Guide. In turn, he got a picture
is evident in every moment of
ar-
md
the story on the screen, but it is evident in
a way that the audience feels rather than notices. The comedy effects in
break in the Journal Green Sheet plus an
idy
the scenes with Samantha, the article.
goose; the romantic
In the Sunday Screen and Radio
scenes of young Mattie's
ag-
Guide section of the Sentinel, he got a
love; the emotional scene of Josh's farewell to his mother before battle,
Var
color and a black and white photo (full
exemplify direction that gives a picture strong audience appeal.
ent
page)
Wyler's casting of two-time
apitor
Academy Award-winner Gary Cooper for
Pour ads appearing in TV Guide, completed
the advertising lineup.
IBOur Lives, 1946; The Heiress, 1949; Roman Holiday, 1953.
I^^or the direction of Mrs. Miniver and The Best Years of Our Lives, both
AUl. AIIC*.
road with veteran circus advance man
Franic Braden in attendance. Trucks are
equipped with sound system reproducing
roars, grunts and other prehistoric audio
effects. In addition to street action, tours
are triggering extensive newspaper and
television coverage for the Cinemascope
sciencefiction
thriller.
Promotes European Trip
Jack Allen, manager of the Stanley
Warner Pelton Theatre in Philadelphia has
promoted a round-trip ticket to Europe
for two, also free heralds for his entire
season!
n a
)rds
low
100
records given away in connection with the
radio contests, a lobby display with live
music from the picture, 25 records for
rapid give-aways, and sheet music from the
film for disc jockeys in the area.
dumb also wangled a tiein with the big
Boston Store here, with a picture of Miss
Audrey Hepburn and her hairdo, plugging
the store's beauty salon. The ad appeared
in the Journal three consecutive days.
His book tieup was equally impressive,
for Bantam and Dell both went all-out on
the promotion, developing 400 spots in
drugstores, department stores and newsstands.
All ten of their trucks were bannered
with side ix)sting; 100 books were
BOXOFTICE Showmandiaer : : October 20, 1956 — 261 —
Drive-In Finds Stamps
'Don't Mean a Thing'
An experiment with S&H trading stamps
at three of Jules Perlmutter's drive-ins.
the Starlit at Watertown, N. Y., the Spar
near Saratoga, and the Cobleskill at Richmondville.
convinced him that "they didn't
mean a thing so far as stimulating business
went."
Pointing out that he had conducted a
"teaser" campaign via newspapers and
other media, and had backed it up with
advertising during the trial, Perlmutter
said: "I could not see where trading stamps
had any effect on grosses. I thought the
three drive-ins represented a good crosssection."
Perlmutter pointed out that S&H
is
the top stamp and has many stores in
One green stamp was given for
this area.
each 10 cents of admission.

TORONTO
Q,eorgre Delaney of the Delaney Theatre,
Grananoque, said that his mother, Mrs.
Eva Delaney, is again seriously ill at her
home in the St. Lawrence Valley town. Two
years ago she made a remarkable recovery
from the ailment, later being entertained at
the Toronto Exhibition as a special guest . . .
The advance advertising campaign for "The
Ten CkDmmandments" was launched in a big
way in Toronto October 12 under the supervision
of Win Barron for the Canadian premiere
engagement which opens November 23
at the University Theatre with two performances
daily and all seats reserved.
10 A Guide to Friendly Persuasion
Alex Barris, critic of the Toronto Globe
and Mail, waxed enthusiastic over "Giant"
when he saw it screened at the Roxy, New
York. Clyde Gilmour of the Toronto Telegram
didn't make it because he was sick at
When Josh's horse returns riderless, Jess decides to go for his son.
) FOR SALE ^
5
YES! 10,000 LATE MODEL
USED OR RECONDITIONED
Also new British-Luxury
THEATRE
Chairs available
CHAIRS
Spring edge steel bottom seat cushions and
fully upholstered bocks—spring bock types also.
Corpeting, asphalt, rubber. Vinyl tiles and
linoleum.
WE ARE FACTORY AGENTS-
AT BARGAIN PRICES
Drop us o line—we will give you photographs
and full information.
"LA SALLE"
RECREATIONS, Ltd.
Theatrt Chairs, Carptt, Linoleum and Tilt Division,
945 GRANVILLE ST., VANCOUVER
MARINE 5034-5428
The first Laboratory
in Canada, wliich tan
^^
the central figure of the photoplay was a happy one. His casting and
direction of Dorothy McGuire is well-nigh perfect, as is that of Anthony
Perkins, the brilliant young newcomer to the screen. The performances of
Richard Eyer as Little Jess and of Phyllis Love as Mattie reflect i)rilliant
directorial touches which result in convincing performances. In keeping
with the high standards of the production, Wyler assigned Diniitri Tiomkin,
winner of three Academy Awards, to compose and conduct the musical
score. In fact, five of the key personnel of the production can account for
eleven Academy Awards.
FOR FURTHER READING
Herbert Hoover, American Quaker. By David Henshaw. 1950.
Quakers in the Modern World. By W. W. Comfort. 1949.
The Quaker Story. By Sidney Lucas. 1949.
Hugh Wynne, Free Quaker. By S. Weir Mitchell. 1900.
Some Modern Appreciations of George Fox. Edited by A. M. Gummere. 1925.
The Virginia Exiles. By Elizabeth Gray Vining. 1955.
Faith and Practice of the Quakers. By R. M. Jones. 1927.
History of the Friends in America. By A. C. and R. H. Thomas. 1930.
Swords Into Plowshares. By M. H. Jones. 1937.
History of Quakerism. By Elbert Russell. 1942.
Other books by Jessamyn West, author of Friendly Persuasion, include
BOXOFFICE PHOTOPLAY STUDIES
remove scratihes
from films
LMOKAiUKUiS
LTD.
4124 Cot* d*i N«ign Rood
Montml 26, i, Qtw.
Ph«M: REg«nt 3-9162
uer, manager oi tne jiius ineatre, aiso attended
the luncheon.
Conine came here from Janesville, where
he managed the Highway 26 Drive-In and
the Meyers Theatre. Moving here with Conine
were his wife Emma and a daughter Diane.
Conine succeeded John Falco, resigned.
A NEW SERVICE
T* FILM and TV p«odv«*n, dlrtributari, noaatlv* and patltlv* stack-holdtra, bath black
A wMta or celM.
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Tba o^Mipmon* that caia ramara SCRATCHES fram Mm*, allfcar Mgativ* ar poalHvc
stock 16 and JS nim.

A Guide to Friendly Persuasion 11
Cress Delahanty, 1953; Love, Death, and the Ladies' Drill Team, 1955;
Mirror for the Sky, 1948; and Witch Diggers, 1951.
DISCUSSION OUTLINE
1. What would Jess and Eliza Birdwell say regarding the present conflicts
in the Middle East over Israel and over the Suez Canal?
2. What would they say regarding the struggle for integration of White
and Negro schools in accordance with the Supreme Court Decision?
3. How did our former president, Herbert Hoover, show his Quaker ideals
Rin
the course of his career?
.^
Critics say that the two essentials for a good photoplay are a good
theme and a good director. Are these elements notably present in
Friendly
Persuasion?
5. How did Josh Birdwell reconcile his religious principles with his inner
compulsion to fight in the Civil War?
6. Can Eliza's attack on the Raider who tried to take the goose be excused?
7. What is the Birdwells' attitude toward their neighbor. Card Jordan, as
a soldier and as Mattie's suitor?
8. Consider this item of description of Jess's face in "The Vase," one of
the collected stories on which the film is based, and tell whether it
suggests Gary Cooi)er: "The lines that ran downward from cheekbone
to jaw deepened. His large, well-muscled mouth moved a little as if
savoring beforehand the words he was about to
say."
9. Report on a non-fiction book by or about Quakers and discuss a topic
it
suggests.
10. Report on a novel about Quakers and use it as a basis of comparison
with Friendly Persuasion. Most public libraries have Quaker novels by
P. R. Barnes, Helen Barney, Theodore Dreiser, Van Wyck Mason, S. W.
Mitchell, Herbert Stover, and E. G. Vining.
11. How did the director gain humorous effects in the film?
12. Do you like comic, romantic, and serious elements mixed in a photoplay?
13. What character in Friendly Persuasion did you like best? Why?
14. What scene in the film is most memorable?
15. How did the film quickly reveal that this is a story about Quakers?
16. What were the individual life-problems of the five members of the
Birdwell family?
With which character did you sympathize most?
17. How did the film create humorous suspense in various episodes?
Romantic suspense? Serious dramatic or spectacular suspense?
OCTOBER 20, 1956
x\ji±ika.
road with veteran circus advance man
Frank Braden in attendance. Ti-ucks are
equipped with sound system reproducing
roars, grunts and other prehistoric audio
effects. In addition to street action, tours
are triggering extensive newspaper and
television coverage for the Cinemascope
sciencefiction
thriller.
Promotes European Trip
Jack Allen, manager of the Stanley
Warner Felton Theatre in Philadelphia has
promoted a round-trip ticket to Europe
for two, also free heralds for his entire
season!
BUSINESS-BUILDING
\ce'
:ee
eir
Q-
rer
for
Can you name a Shakespearean play in which these elements are interwoven?
innd
le-
;avel
ow
,ny
al)
idy
ce"
[n-
3Xcal
effor
the
in-
ar-
ind
idy
ag-
Va.T
ent
apitor
n a
irds
low
100
records given away in connection with the
radio contests, a lobby display with live
music from the picture, 25 records for
rapid give-aways, and sheet music from the
film for disc jockeys in the area.
Clumb also wangled a tiein with the big
Boston Store here, with a picture of Miss
Audrey Hepburn and her hairdo, plugging
the store's beauty salon. The ad appeared
in the Journal three consecutive days.
His book tieup was equally impressive,
for Bantam and Dell both went all-out on
the promotion, developing 400 spots in
drugstores, department stores and newsstands.
All ten of their trucks were bannered
with side posting: 100 books were
kits sent
schools
obtained for school giveaways; 350 countercards,
book inserts and book racks were
set up; 21 city libraries received 5,000 bookmarks,
and 25 book stores wound up with
window displays and postcards on picture
and date. At a number of busy intersections,
Clumb posted 24-sheets, and at
a half-dozen popular bus-stops he had sixsheets
blazing the story. And to school
principals and top educators, judges, the
mayor and city officials, industrial executives,
department store bigwigs, advertising
chiefs and various church heads
went a total of 161 telegrams, inviting their
attendance.
Clumb
Radio stations WEMP, WFOX, WISN,
WRIT and WMIL each hopped onto the
bandwagon, so to speak, and plugged the
picture with both book and record contests.
Stations WTMJ and WOKY carried
on without the contests. In all,
had 317 spots, 100 of which were for free
on the book and contest arrangement.
His newspaper advertising ran about
2,300 lines, with an additional 210 appearing
in the Guide. In turn, he got a picture
break in the Journal Green Sheet plus an
article. In the Sunday Screen and Radio
Guide section of the Sentinel, he got a
color and a black and white photo (full
page^.
Four ads appearing in TV Guide, completed
the advertising lineup.
Drive-In Finds Stamps
'Don't Mean a Thing'
An experiment with S&H trading stamps
at three of Jules Perlmutter's drive-ins,
the Starlit at Watertown, N. Y., the Spar
near Saratoga, and the Cobleskill at Richmondville.
convinced him that "they didn't
mean a thing so far as stimulating business
went."
Pointing out that he had conducted a
"teaser" campaign via newspapers and
other media, and had backed it up with
advertising during the trial, Perlmutter
said: "I could not see where trading stamps
had any effect on grosses. I thought the
three drive-ins represented a good crosssection."
Perlmutter pointed out that S&H
is the top stamp and has many stores in
this area. One green stamp was given for
each 10 cents of admission.
BOXOFFICE Showmandiser : : October 20, 1956 — 261 — 1

TORONTO
f5,eorgc Delaney of the Delaney Theatre,
Gananoque, said that his mother, Mrs.
Eva Delaney, is again seriously ill at her
home in the St. Lawrence Valley town. Two
years ago she made a remarkable recovery
from the ailment, later being entertained at
the Toronto Exhibition as a special guest . . .
The advance advertising campaign for "The
Ten Commandments" was launched in a big
way in Toronto October 12 under the supervision
of Win Barron for the Canadian premiere
engagement which opens November 23
at the University Theatre with two performances
daily and all seats reserved.
Alex Barris, critic of the Toronto Globe
and Mail, waxed enthusiastic over "Giant"
when he saw it screened at the Roxy, New
York. Clyde Gilmour of the Toronto Telegram
didn't make it because he was sick at
} FOR SALE S
YES! 10,000 LATE MODEL
USED OR RECONDITIONED
Also new British-Luxury Chairs available
THEATRE
CHAIRS
Spring edge steel bottom seat cushions end
fully upholstered bocks—spring bock types also.
Carpeting, asphalt, rubber. Vinyl tiles and
linoleum.
WE ARE FACTORY AGENTS-
AT BARGAIN PRICES
Drop us a line—we will give you photographs
and full information.
\^
LA SALLE"
RECREATIONS, Ltd.
Theatre Chairs, Carpet. Linoleum and Tile Division. I
W 945 GRANVILLE ST., VANCOUVER J
2 MARINE 5034-5428 ^
The first Laboratory
in Canada, wliich can
12 A Guide to Friendly Persuasion
18. Was the ending of the picture logical and appropriate? Compare or
contrast it with the beginning.
19. Compare the film and its literary source. Are the characters true to the
book? Mention episodes taken, those changed, and those omitted. Can
you tell why the changes were made?
20. Would you have enjoyed being a member of the Birdwell family? Would
you recommend this picture as one for your whole family to see ?
THE CAST
]ess Birdwell Gary Cooper
Eliza Birdwell
Widow Hudspeth
Josh Birdwell
Dorothy McGuire
Marjorie Main
Anthony Perkins
Little Jess Richard Ever
Sam Jordan
Mattie Birdwell
Card Jordan
Professor Quigley
Robert Middleton
Phyllis Love
Mark Richman
Walter Catlett
Purdy Richard Hale
Enoch Joel Fluellen
Army Major
Caleb
Quaker Woman
Widow Hudspeth's Daughters
Elders
The Goose
Produced and Directed by
Associate Producer
From the Book by
Director of Photography
Music Composed and Conducted by
Lyrics by
Title Song Sung by
Color by
THE PRODUCTION STAFF
Theodore Newton
John Smith
Mary Carr
Edna Skinner, Marjorie
Durant, Frances Farwell
Russell Simpson, Charles
Halton, Everett Glass
Samantha
William Wyler
Robert Wyler
Jessamyn West
Ellsworth Fredericks, A.S.C.
Dimitri Tiomkin
Paul Francis Webster
Pat Boone, Dot Recording Artist
De Luxe
BOXOFFICE PHOTOPLAY STUDIES
remove siratches
from films
LMUKAiUKl£N
LTD.
m^yKr.
4824 Cot* dm N«ia« Rood
MoRtml 26, QiM.
PhoM: RE««n» 3-9162
ler, manager oi me iLiiis ineaire, aiso attended
the luncheon.
Conine came here from Janesville, where
he managed the Highway 26 Drive-In and
the Meyers Theatre. Moving here with Conine
were his wife Emma and a daughter Diane.
Conine succeeded John Falco, resigned.
A NEW SERVICE
To FILM end TV predwcwt, dlatflbutari, nogoNr* and pailtiv* ttsck-keldtri, both block
A wMlo or color.
WE POSSESS
Tbo oqulpmofit Hw« COM romevo SCRATCHES from fMm>, olHior nogoHv* or pcilHvo
stock 16 and IS mm.
Plays 'High Society'
ABILENE—The Interstate Park Drive-In
played "High Society" on a first run basis
to full houses for five nights. The picture
held for a second week. There was no Increase
in prices, with adults admitted for 60
cents, children free. Jim Tharp is manager
of the 500-car Park.
86
BOXOFFICE :
: October 20, 1966

.
IF you wish to receive sample copies of forthcoming
issues of PHOTOPLAY STUDIES regularly for one year,
send $3.00 to Educational & Recreational Guides, Inc.,
10 Brainerd Road, Summit, New Jersey.
BEFORE the picture is shown in your area, telephone
your local first run theatre manager and tell him how
many copies you need for your school.
Colorful Photoplay Filmstrips
$7.50 EACH
rhe Glass Slipper—The charming fairy tale of Cinderella, told in a
-lew way, based on the MGM photoplay, 36 frames in full color.
Knights of the Round Table—A set of two filmstrips. Part One, 25
irames, explains the background of the story, its theme, its significance
3s an early attempt to organize a league of nations and how the
Jnited Nations Security Council is the Round Table of today. Part
Two, 28 frames, tells the colorful story of the great legend, based on
;he MGM photoplay.
Jlysses—In full color, 64 frames, a pictorial guide to the new Para-
Tiount screen version of Homer's Odyssey, produced in Italy. An
.nvaluable aid to the study of the classic.
Greatest Show on Earth—In full color, a lively pictorial guide to the
rircus, based on Cecil B. DeMille's Technicolor photoplay, which won
:he Academy Award in 1953 as the best picture of the year. 40 frames.
Alexander the Great—A full-color biography of the first man to conquer
the civilized world, based on the United Artists photoplay. Shows
Alexander's effort to unite Europe and Asia, a task with which the
Jnited Nations is faced. 55 frames.
Adventures of Robinson Crusoe—In full color, 50 frames, a clear
pictorial guide to the Defoe classic, based on the United Artists screen
version.
Hansel and Gretel—In full color, 42 frames, the highlights of the
oeloved fairy tale as performed by the charming Kinemins of Michael
Myerberg's screen version, released by RKO Radio Pictures.
Romeo and Juliet—Shakespeare's great love story illustrated in color
from the J. Arthur Rank production filmed on location in Verona and
other Italian cities. 44 frames.
Richard III—Based on Laurence Olivier's colorful screen version of
Shakespeare's famous play. 48 frames.
Order from Educational & Recreational Guides, Inc.
10 Brainerd Road • Summit, New Jersey
B U SI NESS-BU I
LDI NG
\ce' kits sent
:ee
XVJl XliO,, t. l.X\^ \,,C*lU
road with veteran circus advance man records given away in connection with the
Frank Braden in attendance. Trucks are radio contests, a lobby display with live
equipped with sound system reproducing music from the picture, 25 records for
roars, grunts and other prehistoric audio rapid give-aways, and sheet music from the
effects. In addition to street action, tours film for disc jockeys in the area.
are triggering extensive newspaper and Clumb also wangled a tiein with the big
television coverage for the Cinemascope Boston Store here, with a picture of Miss
sciencefiction
Audrey Hepburn and her hairdo, plugging
thriller.
the store's beauty salon. The ad appeared
in the Journal three consecutive days.
Promotes European Trip
His book tieup was equally impressive,
Jack Allen, manager of the Stanley for Bantam and Dell both went all-out on
Warner Felton Theatre in Philadelphia has the promotion, developing 400 spots in
promoted a round-trip ticket to Europe drugstores, department stores and newsstands.
All ten of their trucks were ban-
for two, also free heralds for his entire
season!
BOXOFFICE Showmandiset October 20, 1956 : :
eir
for
•orer
!nnd
le-
5avel
ow
,ny
al)
idy
ce"
tn-
3Xcal
effor
the
in-
ar-
ind
idy
ag-
V^ar
ent
apitor
n a
irds
low
100
nered with side posting: 100 books were
— 261 —
schools
obtained for school giveaways; 350 countercards,
book inserts and book racks were
set up; 21 city libraries received 5,000 bookmarks,
and 25 book stores wound up with
window displays and postcards on picture
and date. At a number of busy intersections,
Clumb posted 24-sheets, and at
a half-dozen popular bus-stops he had sixsheets
blazing the story. And to school
principals and top educators, judges, the
mayor and city officials, industrial executives,
department store bigwigs, advertising
chiefs and various church heads
went a total of 161 telegrams, inviting their
attendance.
Radio stations WEMP, WFOX, WISN,
WRIT and WMIL each hopped onto the
Clumb
bandwagon, so to speak, and plugged the
picture with both book and record contests.
Stations WTMJ and WOKY carried
on without the contests. In all,
had 317 spots, 100 of which were for free
on the book and contest arrangement.
His newspaper advertising ran about
2,300 lines, with an additional 210 appearing
in the Guide. In turn, he got a picture
break in the Journal Green Sheet plus an
article. In the Sunday Screen and Radio
Guide section of the Sentinel, he got a
color and a black and white photo (lull
page>
Four ads appearing in TV Guide, completed
the advertising lineup.
Drive-In Finds Stamps
'Don't Mean a Thing'
An experiment with S&H trading stamps
at three of Jules Perlmutter's drive-ins,
the Starlit at Watertown, N. Y., the Spar
near Saratoga, and the Cobleskill at Richmondville.
convinced him that "they didn't
mean a thing so far as stimulating business
went."
Pointing out that he had conducted a
"teaser" campaign via newspapers and
other media, and had backed it up with
advertising during the trial, Perlmutter
said: "I could not see where trading stamps
had any effect on grosses. I thought the
three drive-ins represented a good crosssection."
Perlmutter pointed out that S&H
is the top stamp and has many stores in
this area. One green stamp was given for
each 10 cents of admission.
1

\
TORONTO
fjeorge Delaney of the Delaney Theatre,
Gananoque, said that his mother, Mrs.
Eva Delaney, is again seriously ill at her
home in the St. Lawrence Valley town. Two
years ago she made a remarkable recovery
from the ailment, later being entertained at
the Toronto Exhibition as a special guest . . .
The advance advertising campaign for "The
Ten Commandments" was launched in a big
way in Toronto October 12 under the supervision
of Win Barron for the Canadian premiere
engagement which opens November 23
at the University Theatre with two performances
daily and all seats reserved.
Alex Harris, critic of the Toronto Globe
and Mail, waxed enthusiastic over "Giant"
when he saw it screened at the Roxy, New
York. Clyde Gilmour of the Toronto Telegram
didn't make it because he was sick at
h.Jr-
) FOR SALE
-^I^A
YES! 10,000 LATE MODEL
USED OR RECONDITIONED
Also new British-Luxury
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CHAIRS
Spring edge steel bottom seat cushions and
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Carpeting, asphalt, rubber. Vinyl tiles and
linoleum.
WE ARE FACTORY AGENTS-
AT BARGAIN PRICES
Drop us a line—we will give you photogrophs
and full informotion.
"LA SALLE"
RECREATIONS, Ltd.
Theatre Chairs, Carpet, Linoleum and Tile Division.
945 GRANVILLE ST., VANCOUVER J
MARINE 5034-5428
^
The first Laboratory
Back Issues of Photoplay Studies
30c A COPY
Alexander the Great
Mr. Smith Goes to Washington
Allegheny Uprising
Music for Madame
Animal World
Mutiny on the Bounty
Arizona
Battleground
Northwest Mounted Police
Northwest Passage
Boys Town
0. Henry's Full House
Captains Courageous
Oliver Twist
Citadel,
The
Othello
Conquest
Damsel in Distress
Drums
Edison the Man
Glass Slipper, The
Gone With the Wind
Goodbye Mr. Chips
Good Earth, The
Greatest Show on Earth
Gunga Din
Hansel and G ratal
Heiress, The
Helen of Troy
Hollywood Cavalcade
Kidnapped
Les Miserables
Life of Emile Zola
Lust for Life
Magnificent Yankee
Maria Antoinette
Men With Wings
Mikado, The
Moonlight Sonata
Pinocchio
Plough and the Stars, The
Plymouth Adventure
Queen of Destiny
Real Glory, The
Red Badge of Courage, The
Richard HI
River, The
Robinson Crusoe
Romeo and
Juliet
Samson and Delilah
Servant of the People
Stage Door
Stanley and Livingston
They Shall Have Music
Toast of New York
Tom Sawyer Detective
23'/2
Hours Leave
Ulysses
Union Pacific
Victoria the Great
Vivacious Lady
War and Peace
Order from Educational & Recreational Guides, Inc.
10 Brainerd Road • Summit, New Jersey
in Canada, whidi can
remove siratihes
from films
LTD.
4S24 Cot* d« N«)a« Rood
MontrMl 26, Qua.
PheiM: REganf 3-9162
ler, manager oi cne liius ineaire, aiso attended
the luncheon.
Conine came here from Janesville, where
he managed the Highway 26 Drive-In and
the Meyers Theatre. Moving here with Conine
were his wife Emma and a daughter Diane.
Conine succeeded John Falco, resigned.
Plays 'High Society'
ABILENE—The Interstate Park Drive-In
played "High Society" on a first run basis
to full houses for five nights. The picture
held for a second week. There was no increase
in prices, with adults admitted for 60
cents, children free. Jim Tharp is manager
of the 500-car Park.
86
BOXOFFICE
:
: October
20, 1966

!
.
BUSINESS-BUILDING
\ce'
:ee
eir
0-
rer
for
jnnd
le-
;avel
ow
my
al)
[n-
•cal
idy
ce"
ex-
•effor
the
anarind
idy
ag-
Var
ent
apitor
kits sent
schools
obtained for school giveaways; 350 countercards,
book inserts and book racks were
set up; 21 city libraries received 5,000 bookmarks,
and 25 book stores wound up with
window displays and postcards on picture
and date. At a number of busy intersections,
Clumb posted 24-sheets, and at
a half-dozen popular bus-stops he had sixsheets
blazing the story. And to school
principals and top educators, judges, the
mayor and city officials, industrial executives,
department store bigwigs, advertising
chiefs and various church heads
went a total of 161 telegrams, inviting their
attendance.
Clumb
Radio stations WEMP, WFOX, WISN,
WRIT and WMIL each hopped onto the
bandwagon, so to speak, and plugged the
picture with both book and record contests.
Stations WTMJ and WOKY carried
on without the contests. In all,
had 317 spots, 100 of which were for free
on the book and contest arrangement.
His newspaper advertising ran about
2,300 lines, with an additional 210 appearing
in the Guide. In turn, he got a picture
break in the Journal Green Sheet plus an
article. In the Sunday Screen and Radio
Guide section of the Sentinel, he got a
color and a black and white photo (full
page)
Four ads appearing in TV Guide, completed
the advertising lineup.
ivji ma.. i.ic c;cvoi'\^x xA v^uiAXAuV'i. ^c«ifc v ^o
road with veteran circus advance man
Frank Braden in attendance. Trucks are
equipped with sound system reproducing
roars, grunts and other prehistoric audio
effects. In addition to street action, tours
are triggering extensive newspaper and
television coverage for the Cinemascope
sciencefiction thriller.
Promotes European Trip
Jack Allen, manager of the Stanley
Warner Felton Theatre in Philadelphia has
promoted a round-trip ticket to Europe
for two, also free heralds for his entire
season
n a
irds
low
100
records given away in connection with the
radio contests, a lobby display with live
music from the picture, 25 records for
rapid give-aways, and sheet music from the
film for disc jockeys in the area.
Clumb also wangled a tiein with the big
Boston Store here, with a picture of Miss
Audrey Hepburn and her hairdo, plugging
the store's beauty salon. The ad appeared
in the Journal three consecutive days.
His book tieup was equally impressive,
for Bantam and Dell both went all-out on
the promotion, developing 400 spots in
drugstores, department stores and newsstands.
All ten of their trucks were bannered
with side posting; 100 books were
Drive-In Finds Stamps
'Don't Mean a Thing'
An experiment with S&H trading stamps
at three of Jules Perlmutter's drive-ins,
the Starlit at Watertown, N. Y., the Spar
near Saratoga, and the Cobleskill at Richmondville,
convinced him that "they didn't
mean a thing so far as stimulating business
went."
Pointing out that he had conducted a
"teaser" campaign via newspapers and
other media, and had backed it up with
advertising during the trial, Perlmutter
said; "I could not see where trading stamps
had any effect on grosses. I thought the
three drive-ins represented a good crosssection."
Perlmutter pointed out that S&H
is the top stamp and has many stores in
this area. One green stamp was given for
each 10 cents of admission.
BOXOFFICE Showmandiser : : October 20, 1956
261

TORONTO
^eorge Delaney of the Delaney Theatre,
Gananoque, said that his mother, Mrs.
Eva Delaney, is again seriously ill at her
home in the St. Lawrence Valley town. Two
years ago she made a remarkable recovery
from the ailment, later being entertained at
the Toronto Exhibition as a special guest . . .
The advance advertising campaign for "The
Ten Commandments" was launched in a big
way in Toronto October 12 under the supervision
of Win Barron for the Canadian premiere
engagement which opens November 23
at the University Theatre with two performances
daily and all seats reserved.
Alex Barris, critic of the Toronto Globe
and Mail, waxed enthusiastic over "Giant"
when he saw it screened at the Roxy, New
York. Clyde Gilmour of the Toronto Telegram
didn't make it because he was sick at
EXHIBITORS:
Create extra goodwill and patronage
by presenting reprints of this Study
Guide to the school in your community
or neighborhood in sufficient quantity
for distribution to all pupils. Talk with
the school principal or teacher in
charge of visual education.
t^jar-
•^i«^A
) FOR SALE ^
YES! 10,000 LATE MODEL
USED OR RECONDITIONED
Also new British-Luxury Chairs available
THEATRE
CHAIRS
Spring edge steel bottom seat cushions and
fully upholstered bocks—spring bock types also.
Carpeting, asphalt, rubber. Vinyl tiles and
linoleunn.
WE ARE FACTORY AGENTS-
AT BARGAIN PRICES
Drop US a line—we will give you photographs
and full information.
"LA SALLE"
RECREATIONS, Ltd.
Theatre Chairs, Carpet, Linoleum and Tile Division.
945 GRANVILLE ST., VANCOUVER
i MARINE 5034-5428
Single copies are 30c
100 lots, 15c a copy
500 lots. 10c a copy
1.000 lots, 8c a copy
2.500 lots. 7c a copy
5,000 lots, 6c a copy
Check or money order must accompany order.
Please advhe how to sh!p. If parcel post, charges
will be billed separately.
PUf)iJfi|]TJDIl
?i]'^U
4804 East Ninth St. Kansas City 24, Mo.
The first laboratory
(This page is left blank lor imprinting or rubber stamping theatre playdate.)
in Canada, which tan
remove siratihes
from films
LMUMIUKU;;^
LTD.
4824 Cot* in *Man Rood
MoRtTMl 26, Qiw.
PheiM: REgont 3-9162
A NEW SERVICE
To FILM ond TV pradvcm, dbtributan, iMtoMv* ond poilH
t wMto or celof.
WE POSSESS
TiM •4«lpmon* HMt con romovo SCRATCHES from Mmt.
stock 16 ond 11 mm.

.
)
• ALPHABETICAL INDEX
• ADLINES & EXPLOITIPS
• BOXOFFICE BAROMETER
• EXHIBITOR HAS HIS SAY
• FEATURE RELEASE CHART
• FEATURE REVIEW DIGEST
• REVIEWS OF FEATURES
• SHORTS RELEASE CHART
• SHORT SUBJECT REVIEWS
• SHOWMANDISING IDEAS
THE GUIDE TO ^BETTER BOOKING AND B U S I N E S S - B U I L D I N G
Mayor Asks Key Wesl
WAR AND PEACE' KITS SENT
300 MILWAUKEE SCHOOLS
To See Xarib' Bow
Citizens of Key West, Fla., were requested
to attend showings of "Carib
Gold" at the Strand and Monroe theatres
by Mayor C. B. Harvey in the proclamation
he issued in behalf of the world premiere
of the film there recently.
The proclamation setting aside September
30 as "Carib Gold Day in Key West"
appeared in advance issues of the Key West
Citizen.
"The mayor deserves a great united
vote of thanks for his unstinted help to the
entire motion picture industry," a statement
by Nationwide Pictures, producer
of the film about shrimp fishing, asserted.
"In these days and times when so much
emphasis is being directed to television, it
is heartwarming to know that a city official,
in his capacity as its leading citizen,
is a stalwart champion of the motion picture
industry."
The film was made in its entirety at Key
West.
Hal Carrington, a cameraman on the
shooting of the picture, was in charge of
the premiere exploitation. The Monroe
Theatre was designated for the exclusive
patronage of colored people for the premiere.
Two Monster Replicas
On Tours for 'The Beast'
Two animated replicas of a prehistoric
monster (scientifically billed as tyrannosaurus
rex) are developing big-scale attention
for United Artists' "The Beast of
Hollow Mountain" in separate tours of the
east and west. One is making a five-week
tour in Washington, Oregon and California.
The eastern counterpart is on the
road with veteran circus advance man
Frank Braden in attendance. Trucks are
equipped with sound system reproducing
roars, grunts and other prehistoric audio
effects. In addition to street action, tours
are triggering extensive newspaper and
television coverage for the Cinemascope
sciencefiction
thriller.
Promotes European Trip
Jack Allen, manager of the Stanley
Warner Felton Theatre in Philadelphia has
promoted a round-trip ticket to Europe
for two, also free heralds for his entire
season!
Even the postoffice officials opened their
eyes appreciatively at the mailing of promotional
material Erv J. Clumb, manager
of the Riverside Theatre, dispatched for
"War and Peace." Three hundred envelopes,
each weighing two pounds and
each bearing the imprint, "Riverside Theatre
. . . Important! These are your educational
study guides about the greatest novel
ever written . . .'War and Peace,' . . . Now
a spectacular movie," were sent to as many
high school (junior, public and parochial)
and college educators.
EACH ABOUT TWO POUNDS
Each weighed close to two pounds! Included
in the contents were: 1. self-explanatory
letter, 2. one sheet with local
credits, 3. two 8x10 stills, 4. two Study
Guides on film, 5. the "War and Peace"
book, 6. a copy of October Look, with reference
to pages 116-17, 7. special pass for
the recipient, 9. an invitation for the
teacher or educator, 10. a time schedule.
Through years of exceptional showmanship
in Milwaukee, Clumb has made particular
effort to build up contacts and
"ins," and they came in mighty handy
when he launched a promotion of the magnitude
of his peak performance on "War
and Peace." Clumb has been a frequent
contributor to Showmandiser, and has appeared
at showmanship forums at exhibitor
meetings over the country.
A BIG RECORD TIEUP
After arrangements were concluded in a
cooperative setup, the Columbia Records
people came through with 15 store window
displays, 25 store counter displays, 100
records given away in connection with the
radio contests, a lobby display with live
music from the picture, 25 records for
rapid give-aways, and sheet music from the
film for disc jockeys in the area.
Clumb also wangled a tiein with the big
Boston Store here, with a picture of Miss
Audrey Hepburn and her hairdo, plugging
the store's beauty salon. The ad appeared
in the Journal three consecutive days.
His book tieup was equally impressive,
for Bantam and Dell both went all-out on
the promotion, developing 400 spots in
drugstores, department stores and newsstands.
All ten of their trucks were bannered
with side posting; 100 books were
obtained for school giveaways; 350 countercards,
book inserts and book racks were
set up; 21 city libraries received 5,000 bookmarks,
and 25 book stores wound up with
window displays and postcards on picture
and date. At a number of busy intersections,
Clumb posted 24-sheets, and at
a half-dozen popular bus-stops he had sixsheets
blazing the story. And to school
principals and top educators, judges, the
mayor and city officials, industrial executives,
department store bigwigs, advertising
chiefs and various church heads
went a total of 161 telegrams, inviting their
attendance.
Clumb
Radio stations WEMP, WPOX, WISN,
WRIT and WMIL each hopped onto the
bandwagon, so to speak, and plugged the
picture with both book and record contests.
Stations WTMJ and WOKY carried
on without the contests. In all,
had 317 spots, 100 of which were for free
on the book and contest arrangement.
His newspaper advertising ran about
2,300 lines, with an additional 210 appearing
in the Guide. In turn, he got a picture
break in the Journal Green Sheet plus an
article. In the Sunday Screen and Radio
Guide section of the Sentinel, he got a
color and a black and white photo (full
page)
Pour ads appearing in TV Guide, completed
the advertising lineup.
Drive-In Finds Stamps
'Don't Mean a Thing'
An experiment with S&H trading stamps
at three of Jules Perlmutter's drive-ins,
the Starlit at Watertown, N. Y., the Spar
near Saratoga, and the Cobleskill at Richmondville.
convinced him that "they didn't
mean a thing so far as stimulating business
went."
Pointing out that he had conducted a
"teaser" campaign via newspapers and
other media, and had backed it up with
advertising during the trial, Perlmutter
said: "I could not see where trading stamps
had any effect on grosses. I thought the
three drive-ins represented a good crosssection."
Perlmutter pointed out that S&H
is the top stamp and has many stores in
this area. One green stamp was given for
each 10 cents of admission.
BOXOFFICE Showmandiser : : October 20, 1956 — 261 — 1

Howl Night Antidote to Rowdyism
Ralph Cobourne, who operates the Shoreway Theatre in Point Place,
Ohio, devised a new approach to reduce rowdyism in his theatre on weekend
nights which proved effective and successful. The plan is so simple one
wonders why it wasn't thought of before.
Using the basic psychology known to every parent that a "Don't" sign is
like waving a red flag before them, Cobourne tailored a Fi'iday program to
appeal strictly to teenagers and advertised it as Howl Night. "Come and
make as much noise and confusion as you want to so long as you are not
destructive," Cobourne announced.
So, he had a full house of young people. His ad was a warning to adults
to come at their peril. And what a mjise the young people made, shouting
to one another across the auditorium. This continued for a short time after
the start of the feature. Then, to Cobourne's surprise, a delegation of about 50
of these youngsters came to him and said: "Can't you do something to shut
these people up? We can't hear what is being said on the screen." With this
voluntary appeal from a group of their own kind, the noise gradually subsided
and the show went on without further interruption.
"Are you going to repeat the Howl Night experiment?" Cobourne was
asked. "I don't have to," he replied. "The teenagers themselves took care of
the situation."
NEST OF YOUNG BUMS DRIVEN
OUT AT LOUISVILLE WESTEND
Hoodlumism has been licked at the Westend
Theatre in Louisville and boxoffice
at the 1,600-seat, $385,000 Switow Bros,
house increased.
The change was so pronounced that
customers now are coming from clear
across town, and the Louisville Times reported
it imder a two-column head, "Movie
Without Rowdies Foimd":
"A neighborhood movie without juvenile
rowdyism has been run to earth . . . Mrs.
Harry Miller found it at the other end
of town from her home in the Highlands."
The article, by columnist Al Aronson,
quoted Mrs. Miller as follows: "I had given
up trying to view movies in my section of
the city. Then I decided to take a chance
... at the Westend where there was a
double bill I wanted to see ... I couldn't
believe my eyes.
There was no running up
and down the aisles, no loud and boisterous
conduct, no feet draped over my shoulder
by a youth in the row behind me, no popcorn
in my hair."
This was a "revolution" as compared to
several months ago, when, In the words
of Manager Curtis IXirm, the Westend
was faced with a loss of $300 or $400
weekly because of the goings-on of "young
bums."
"Perhaps hoodlumism In Louisville, a city
of nearly 500,000 souls, is no worse than
any other city of its size, but the Westend
Theatre seemed to attract rowdies by the
hundreds," relates Dunn.
"Seats were cut, displays were torn from
the front of the theatre, ushers were attacked,
personnel was shot at In the theatre
by bean shooters, chewing grum and
other articles were thrown at the screen.
We/iend
P
i
'$>.
^
"ATMEATBf WITIMMIT fC^,
ROWDIES'....AL AROMSOli 1
'
lOUISVIllE TIMES
ai*

J
of the most vulgar language that I had
ever had the displeasure of listening to,
and I would continue to run the theatre as
I was and that she would keep her daughter
from the theatre and we would both
be happy.
"later she came to me very apologetic
and asked that her daughter be allowed
to enter the theatre but her request was
refused. I did not want to set a precedent
by letting even one return whose conduct
did not permit reinstatement."
Immediately after the article by Aronson
in the Louisville Times, Dunn changed
the front of the 3-sided marquee to read,
"A Theatre Without Rowdies" . . . Al
Aronson—Louisville Times.
"Word gets around, even in a city of
nearly 500,000 population. They will learn
you mean business," Dunn adds. "A few
evenings ago two teenage boys purchased
tickets and walked into the lobby. I had
never seen them in the theatre before.
But I overheard one say to the other: 'We
better be quiet in here. They say if you do
any more than breathe you go right out the
front door.'
"To say that it has paid off at the boxoffice
is an understatement. The price of
an off-duty policeman (in plain clothes)
is very little;—he doubles as an assistant
manager. Neither job conflicts with the
other."
Manos Theatres Impose
'Exile' on Troublemakers
A means of nipping would-be vandalism
in the bud seeems to have been found
by Tom Manos and George Pappas who operate
the George Manos circuit of some
15 theatres in northern Ohio.
"We just don't tolerate vandalsim or
bad behavior in any of our theatres," Pappas
said. "In the first place, we constantly
police our aisles to see that there is no
misconduct. On weekends, when we have
more young people, we keep an even
sharper watch. Then, as soon as we locate
a youngster or teenager—girl or boy—who
is doing something he or she ought not to
do, we immediately put the offender on
probation." For a first offense they are
barred from the theatre for a period of
three months. For a second offense, they
are barred for one year. And there is no
commuting these sentences.
"The youngsters all know we mean
business," Pappas pointed out. "They hold
no grudge against us and exchange friendly
greetings when we meet them on the
street." Tom Manos said little or no parental
resentment against the circuit's hard
and fast rules has been encountered.
"Parents are happy that we have taken
this stand," he said. "For a long time now,
we haven't had a single slashed seat."
Asked whether this policy has kept the
parents of the barred children away from
the theatre, both Pappas and Manos agreed
that it does not. On the contrary, parents
enjoy coming to theatres where juvenile behavior
is under control at all times. Both
men agree that if a few admissions are
lost, it's still cheaper than having cut up
seats and a reputation for rowdyism.
Theatres Advertise No Commercials
Theatres around the country have
begun to spread on their fronts and
marquees the legend, "No Commercials!"
The first two houses to try it were the
Riverside in Milwaukee (left) and the
Arcadia in Philadelphia, and both are
more than satisfied with it as a permanent
policy to attract the victims of
television's insistent bane and confirm
the habit of moviegoing.
The - idea originated with Howard
Dietz, publicity and advertising head
of MGM, who voiced it at a couple of
gatherings of theatre managers. Thousands
if not millions of TV viewers, he
'Moment' in 22 Mags
Twenty-two women's and fan magazines
will be used during October and November
by U-I to advertise "The Unguarded Moment,"
Technicolor drama starring Esther
Williams and George Nader, which is
scheduled for November release. The
magazines are Cosihopolitan, Motion Picture,
True Confessions, Movieland, Real
Story, Real Romances, True Revelations,
Intimate Romances, Personal Romances.
Life Confessions, My Confessions, My Romance,
Secret Confessions, True Story,
True Romance, True Experience, etc.
Photoed With 'Seed' Star
Bill Duggan, manager of Florida State
circuit's Florida Theatre in West Palm
Beach, greeted Nancy Kelly, star of "The
Bad Seed," upon her arrival in town, and
escorted her to the theatre prior to the
opening. There Miss Kelly and Duggan
posed for a picture, examining a copy of the
book from which the film was made.
Page on 'Persuasion'
The Pictorial Review, October 7 issue
features a full-page story and pictures
on Gary Cooper and "Friendly Persuasion,"
Allied Artists production soon to
be shown at the Radio City Music Hall. The
article by Louella Parsons is titled "Gary
Cooper—in Topper and Tails."
suggested, have been reduced to quiet
desperation, and many to absolute abstention
from the domestic screen, by
the ubiquitous advertising plug, whether
spoken, sung, danced or gestured. They
constitute, said Dietz, a big potential
audience for the motion picture house
which offers pure entertaiimient without
the breath of a brand name, and
they need to be reminded that there is
a rich, wide world of amusement and
excitement where nobody tries to sell
them anything except the show. "Of
course it's necessary to show good pictures
too," he said.
Say Theatre Need Today
Is More Elbow Grease
Answering the question. What is happening
to the theatre business today? optimists
in Chicago say more "elbow grease,"
more go-getter showmen are needed.
Charles Teitel of the World Playhouse
is confident the ambitious theatreman will
continue to get his share of business, but
will have to gear his thinking to the
changeable public—growing interest in
other forms of entertainment such as
sports, bowling, motoring, etc., the shift of
population to outskirt areas.
Balaban & Katz, major local circuit, is
promoting Mickey Mouse clubs, backed up
by prizes and with emphasis on "good
citizenship."
The Belmont, another neighborhood
theatre, reports that permitting under 12
free admission when accompanied by a parent
has increased business about 22%.
Hairdo Voting Planned
Emery Austin, head of exploitation for
MGM, has worked out a hairdo voting
stunt on "The Opposite Sex" for use by
local exhibitors with beauty parlors using
the Helene Curtis styles. The Curtis styles
are national in scope, but only local prizes
will be offered. Ballot boxes will be placed
in lobbies. Details will be explained In
the pressbooks.
BOXOFFICE Showmcmdiser : : October 20, 1956 — 263

HERE'RE SOME CONTESTS GOOD
FOR USE DURING SLACK DAYS
Reprinted in Showmandiser last week
from the Theatre Owners of America
booklet on Busiyiess Builders were the
secti07is on Theatre Parties and Special
Rentals, and Film Festivals. Herewith
is another of the booklet's ten sections.
CONTESTS
Nearly every film attraction has some
peg upon which to hang a contest, and
every theatre man has undoubtedly used
most of them—coloring contests for the
kids, essays, best letter contests, art,
beauty, photo, children's pets, etc.
Other contests however, of a general
nature and not dependent upon any picture,
can be run during a slack period to
create excitement and boost boxoffice returns.
The following examples belong in
that category.
County "Maid of Cotton" Contest (or
any sectional crop.) : Through your county
agent, sell local civic clubs, merchants, organizations
and leading farmers on this
type of contest as a means of promoting
and publicizing the growth and use of the
sectional crop; a worthwhile project. Request
the county agent to appoint committees
from among those groups, such as:
FOR A TWAID' CONTEST
1. Finance committee ... to raise funds
from merchants and leading farmers for
purchase of a wardrobe for the contest
winner and a trip, all expenses paid, to a
neighboring town to compete in a similar
contest.
2. Entrants committee ... to list qualifications
for entrants, such as age, educational
background, talent, poise, etc., and
be responsible for getting entrants. Merchants
and civic clubs may be charged a
small fee to sponsor an entrant and this
money used to purchase the wardrobe.
3. Entertainment committee ... to arrange
luncheon for contestants several days
before the contest is held. This will create
further publicity for the contest.
4. Decorating committee ... to arrange
for flowers and props for the stage.
5. Judging committee ... to arrange for
three judges. Get one from the local radio-
TV station or newspaper, and two from
out of town.
MAKE IT RUN SMOOTH
A final meeting of all committees assures
a smooth operation the night of the
contest. When it is over, the county agent
gets credit for a good local promotion,
some nice young lady receives a new wardrobe
and a trip, and last but not least, the
theatre enjoys a good night's business plus
more good will and publicity.
Little Miss and Mister Contest: Sell a
local livewire women's organization on the
idea of sponsoring a contest for children
between the age of two through five years,
the members of the organization to Invite
the merchants to sponsor a child at the
cost of $10 per merchant with the contest
limited to fifty entrants. This will gross
$500 for the ladies.
The theatre, in turn, holds the contest
from the stage, with regular admission
tickets sold; gives the merchants screen
trailer, display board in the lobby or concession
stand, newspaper and radio publicity,
and their names on the chest ribbons
worn by the contestants whom they
sponsor.
Invite the mayor or some leading citizen
to crown the winners, and to insure advance
publicity, invite your newspaper
editor, radio station or TV program director
to be chairman of judges, the other
two judges to come from out of town.
MAKE UP TO $500
Only cost to the ladies in their time and
energy; promotion of flowers for the stage,
trophy for wirmer, crown, etc., and they
have made up to $500.00. The theatre is
assured of a packed house plus much good
will and publicity.
Oscar Contest: Although good for only
once a year, the Academy Award contest
is a space-getting promotion' that
keeps your theatre and product, motion
picures, before the eyes of the reading
public more consistently and over a
greater length of time than almost any
other single promotion stunt.
1. Tieup. Tieup is with your leading
daily newspaper and, in some cases, more
than one theatre participates.
2. Time. Contest can run from six weeks
or more and the start coincide with the
Hollywood announcement of nominees
eligible for the final Oscar awards. The
deadline is set for midnight, four days before
the final awards are made known in
Hollywood.
THE RULES
3. Rules. Entries must be in the form of
the filled-out blank appearing regularly
in the paper and mailed to the newspaper's
special contest winner. Winner's choice
of the best picture, actor, actress, etc., of
the year, must be the same as the final
selections from Hollywood, and in case of
a tie, the earliest postmark determines the
winner.
4. Prizes. The first prize is cash, $50
or more. Second and third prizes consist of
long-term passes to the theatre with 50
additional winners receiving two tickets
each for a single movie attraction.
As can be seen, this contest permits of
continuous publicity with two and three to
five column cuts of the actors and actresses
competing for the awards, appearing
daily, with scenes from their films and
the top competing pictures tied In to the
local contest.
As the deadline approaches, excitement
can be kept alive with editorials speculating
upon the outcome, both In Hollywood
and locally. Of course, "Oscar" winners
make news and this is followed by announcement
of the local contest winners,
with pictures in the paper and distribution
of prizes.
Luck Key Contest: Proven to be an outstanding
promotion in the automotive industry,
this can easily be adapted to your
theatre in promoting any facet of operation
where prizes are considered. For instance
you may have a treasure chest in
your lobby (with a padlock on it) . Prize can
also be a bicycle, luggage . . . any item
where a lock would play a prominent part.
A key, attached to a card, is mailed out
(a mailing of from 10,000 to 50,000 is best
for this stunt) . The card, which simulates
and over-sized shipping tag, bears the following
message:
THIS MAY BE YOUR LUCKY KEY
to
No
ABSOLUTELY FREE
strings attached ... no gimmicks
. . . just bring your l

1
1
1
SHOWMANDISER
Jan. 1 r
• to
INDEX:
GENERAL EXPLOITATION DIRECTORY
Oct. 1 56
ACADEMY AWARDS
Contests 74, 87, 160
ADULTS ONLY POLICY 91
ADVANCE SCREENINGS 33
ADVERTISING
Clossjfied 5
Cooperotive 27,192,213
Direct Mail 219
Holdover
New Layouts
139
83,110,139,
167,190,215,216
Postcard 121
Programs 229
Writing 149, 175, 243, 244
ANNIVERSARIES 191, 209
ART EXHIBITS 43, 115,123
ART THEATRE OPERATION
61,143,205
AUDIENCE AWARDS POLL
Prize Winning Campaigns 8
AUDIENCE PARTICIPATION GAME 111
AUSTRALIAN SHOWMANSHIP 217
BALLYHOOS
Bad Luck Jinxes 1 90
Band Twirler 229
Boxers 35, 113
Calliope Concert 193
Christmas in Summer 233
Circus 183,222
Clarinet 174
Crazy Night 120
Cutrate Dollars 99
Dog Show 110
Float 144, 145, 238
Flying Saucer 154
Gambling Stamp 63
Goot 19
Gun Shooting 201
Harem 7
Hot Rod Race 160
Indian 243
Indian Head Penny 33
Infrared Photos 52
King Costumes 221
Leaves 174
Living Marquee 125
Merry-Go-Round 113, 162
Monster 1 02
Mule 193
Mystery Shopper 185
$1,000 Bill Ill
Phone Colls 1 1
Piano Playing 226
Pole Sitter 231
Spinning Chance Wheel 229
Sports Contest 99
Street Dance 91
Style Show 113
Summertime Santa 204
Tickets in Ice Coke 99
Treasure Chest 103
Walking Book 121
Wedding Coke 202
BENEFIT SHOWS 24
BIRTHDAY PARTIES 38,51,59
BOXOFFICE HONOR ROLL. .25, 52, 75,
108, 132, 155, 181, 211, 214
CASH NIGHT 99
CHILDREN'S SHOWS
Barefoot Motinees 229
Circus 115
Fun Festival 103
Games 127,141
Good Conduct 243
Horror 104
Kiddy Checking Service 1 50
Play Money Ill
Production for Ill
Sponsored 105,131,
133,220,223,239
Students Clubs 229
Vacotion Movies 1 22, 1 26, 1 66
CHRISTMAS
Christmas Eve 141
Gift Books 16
Poultry Giveaways 12
Reindeer Visits 5
CHURCH COOPERATION 17
CONTESTS
Baby Bottle 127
Balloon Bursting 1 27
Beauty 32,60,84,190
Brides 239
Child of Week 114
City Names in Movie Titles 27
Coloring 117
Cracker Eating 127
Disk Jockey Popularity 149
Essay 162,168
Find the Money 26
Fishing 207
Greatest Movie 24
Hero 49
Jingle 82
Letter Writing 3
Look-Alikes 165
Lucky Jackpot 134
Miniature Golf 248
Models 26
Moviegoer of the Month 73
Needle in the Haystack 142
Pet Picture 209
Photo 96
Pony 42
Rope Skipping 127
Rug Cleaner 60
Scrambled Word 133
Shoes in Barrel 1 27
Shooting 1 84
Spelling Bee 127
Story Writing 31, 141
Talent 244
Talking Bird 19f
Teacher Popularity 153
Vacation 107
Water Gun-Candle 127
COOKING SCHOOL 64
DRIVE-IN REOPENINGS 56
DRIVE-IN SHOWMANSHIP IN
PRESSBOOKS 85
DRIVE-IN SWAP SESSION 89
EASTER 67,175
FATHERS DAY 156, 163
FRIDAY THE 13TH 35,58,97
GIVEAWAYS
Air Conditioners 233
Auto 239
Coke and Car Wash 3
Cowboy Accessories 116
Gray Flannel Suits 1 80
Jalopy 117,175
Music Lessons 83
Patio House 205
Pencil 92
Photograph 27
Poultry 12
Selection of 40
Shillelagh 68
Tickets 246
Trip 185
GUEST BOOKS 41
HOMETOWN PAGEANT 240
HORROR SHOWS 214
ITALIAN PROMOTIONS 34
LEAP YEAR 38, 46, 60, 86
LOBBY DOOR POSTERS 141
LOBBY GAME 229
LOW-COST PROMOTION ... 74, 86, 1 1 5,
117, 135,138,141,146,165,227
MERCHANT COOPERATION . . 2, 24, 50,
86,96, 121, 125, 129, 135,
137, 161, 163, 169, 175, 172, 241
MOTHERS DAY 111,163
MOVIE OF THE MONTH CLUB 137
NEWSPAPER
Film Editor Co-Op 195
Film Newspaper Throwawoy 78
New Foces Co-Op 54
Tieup 1 75
Weekly Columns 43
NO-COST PROMOTIONS. .5, 39, 40, 1 1
PASSES
Anniversary . . .*.
31
Blood Donors 4
Driver of Cor 147
Pearl in Envelope 129
Safety Awards 1 53
PUBLIC RELATIONS
Article on 76
Baby of Month 229
Chamber of Commerce 153
Civic Cooperation 134, 140
Message to Public 6, 21
Personal Appeal to Patrons
84,98,175,190
Salute to Women 109
Telephone Message 99
REOPENING DARK THEATRE 220
ROCK AND ROLL SHOWS
71,95,119,185,219
SCHINE SHOWMANSHIP GUIDE
TO MANAGERS 178
SCIENCE-FICTION SHOWS 214
SCHOOL COOPERATION
Animal Quiz 2
Best Citizen Awards 99
Prom Night Shows 159
Sponsored Shows 141
Student Prices 92, 107
Ticket Selling 141
SCREENING TIPS 70
ST. PATRICK'S DAY 68
STAG PARTIES 229
STAR INTERVIEW RECORDS 128
SUMMERTIME PROMOTIONS 198
TEARJERKER WEEK 240
TEENAGE VANDALISM CURBS 49
TELEVISION
Ads in TV Guide 31
THEATRE WEDDING 55,204
TIEUPS
Airline 244
American Legion 31
Catering 191
Civil Defense 90
Dancing School 69, 308
FFA .
246
4-H Club 226
Laundry 27
Luggage
;;-,;;'iJ?
Military 46, 114, 232
Radio 69,125,144,216
Railroad '71
Restaurant 1 74
Telephone Company 246
Transit Company 237
TRADING STAMPS 125
VALENTINE'S DAY 20,32,58
WOMETCO TIPS ON HANDLING
COMPLAINTS 213
WORLD PREMIERES
31,38,142, 147,186
o'^
Get-Acquainted Cards
Sent New Home Owners
The Stanley Warner 69th Street and
Terminal theatres in Philadelphia have devised
a means of getting acquainted with
new home owners and newcomers in their
surrounding communities.
Lists of new connections are obtained
from utility concerns and the county recorder's
office. Then get-acquainted cards
good for free admission are sent to the
newcomers. The 5y2x3y4-inch cards on
colored bristol read:
"Let's Get Acquainted. We invite you
to be our guest at (names of the theatres).
Present this card at the boxoffice of either
theatre and receive two free guests tickets
. . . See reverse side for detailed map showing
parking areas."
In one corner are two slits,
into which a
coin is inserted for a parking fee.
Map on the reverse side shows the location
of the two theatres and nearby parking
lots.
Parked Car Licenses
Basis of Giveaways
Prank Dzikot, Rivoli, Hartford, came up
with an unusual development.
He armounced he would award prizes to
certain family groups in attendance. He
copied down license numbers of vehicles
parked in the theatre vicinity and then
announced these numbers from stage. Cooperating
merchants—in return for stage
announcements, lobby display and screen
trailer—donated: a Laundrymat, three free
washes; pharmacj^, gift certificate; Army
and Navy store, gift certificate; photostat
service, 8x10 family photo; beauty salon,
gift certificate; appliance store, gift certificate
toward major appliance, and roofing
concern, a roofing job.
It's a modernized Country Store night.
Stress Free Facilities
In Page 'Things' Co-Op
On the page opposite the norida Theatre's
large day-before opening ad in the
Jacksonville (Fla.) Journal on "The Best
Things in Life are Pree" was an eye-catching
full-page cooperative ad which blazoned
the picture's title in a way to satisfy
any advertiser's demands. In addition to
the theatre, nine merchants paid for sizeable
ads on the page and all stressed their
"free" services and facilities. The Journal
donated a bold streamer eight-column
heading for the page in reverse type. The
entire cost to the theatre wa^ the price of
a 20-inch ad at the local advertising rate.
The Journal advertising manager,
George Tobi, got behind the idea when it
was suggested to him and assigned his admen
to soliciting merchants and to the
writing of clever ad copy to tie-in with the
picture's
title.
BOXOFFICE Showmandiser : : October 20, 1956 — 265

!
Bandido
BOXOFFICE
BAROMETER
This chart records the performance of current attractions in the opening week of their first runs in
the 20 l(ey 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.
Ambassador's Daughter, The (UA) 140 230 100 90 140 85 100 100 135 130 100 140 95 100 120
Attack! (UA) 95 180 100 150 200 175 100 170 146
Bad Seed, The (WB) 200 200 220 225 140 220 140 290 315 250 175 175 135 160 200 203
(UA) 225 100 90 160 90 115 185 85 85 70 175 125
Behind the High Wall (U-I) 85 100 70 90 90 75 60 95 80 80
Best Things in Life Are Free (20th-Fox) 125 125 125 110 110 165 115 140 100 124
Beyond a Reasonable Doubt (RKO)

SF
.
.
I
Power
.
.
.
)
B O X O F F I C E BOOKINGUIDi;
Feotur* productions by compony in order of release. Number in square Is notionol release date. Runninfl
rime ii in porcntheset. ;g is for ClnemoScope; ^ VjitaVision; % Superseope; H^ Naturamo. Symbol VJ
denotes BOXOFFICE Blue Ribbon Aword; ^ color pHotogrophy. Letters ond combinations thereof Indicate
story type: (O Comedy; iD) Drama; (Ad) Adventure-Drama; (CD) Comedy-Drama; (M) Musicol; (W) Western.
(Complete key on next page./ For review dates and Picture Guide page numbers, see Review Digest.
Feature
ALLIED ARTISTS
Invasion of the Body Snatchers
[|]
(80) D SF..5602
Kevin McCarthy, Dana Wynter.
KinK DnnovtD
.
COLUMBIA
©Picnic (113) © D..826
W'm. Holdeo. R. Bussell, K. Novak
Battle Stations (81) D..82S
J. Lund. Wm. Bendli, K. Brasselle
Houston Story, The (79) .... D . .821
Lee J. Cobb. B. Hale. Edv. Arnold
Fury at Gunsight Pass (68). W.. 817
David Brian. Neville Brand
Joe Macbeth (90) D..822
Paul Douglas, Butk Roman
.
M-G-M
5B ©Forever Darling (96)... C.
Lucille Bali, Desl Arnaz.
James Mason
gS ©Last Hunt, The
(108) ©..
Robert Taylor, Stewart
Debra Paget
.620
0D..621
Granger,
.
PARAMOUNT
chart
Rose Tattoo, The (117) ®. CD. .5511
Anna Magnanl. BurtT Lancaster
.
RKO RADIO
[t] ©Slightly Scarlet (99) ®.D..608
Rhonda Fleming, John Payne,
Arlene Dahl
Si Brain Machine, The (72). D. .609
Patrick Barr, Eliiabetk Alleo
.
a Atomic Man, The (78) . . . 5612
Gene Nelson, FaiUi Domergue
Bl Indistnictible Man (70). Ho .5613
Lon dumey, &UrlaQ C&rr
OOWorld Without End
(80) © SF..5607
Hugh Marlowe, Naney Gates
(B Wiclced Wife (75) 0..5606
Nigel Patrick, Molra Uster
SS Come On, The (82) IS)..D..5608
Anne Baiter, Sterling Hayden
gl Crashing Las Vegas (63). C. 5609
Leo Goreey, Huotz HaH, M. C^tle
Screaming Eagles (81) . . D . . 5610
Tom Tryon, Jan Merlin
gS Crime in the Streets
(91) Cr..5614
John Cassavetes, James Wtiitmore
El ©Nalced Hills, Tlie (73) OD. .5605
David Wayne, Keenan Wynn
m King of the Coral Sea
(74) Ad.. 5617
Ciiips Rafferty, lima Adey
a ©First Texan (82) ©..W..5615
Joel McCrea, Felicia Farr
m Three for Jamie Dawn
(81) D..5618
Laralne Day, Sicardo Montslban
g Magnificent Roughnecks
(73) CD.. 5616
Jack Carson, Mickey Booney
IS Hold Back the Night
(80) D..5621
Jobn Payne, Mona FVeeman
HI ©Canyon River (80) ©.W..5620
Otorgt Montgomery, Peter Graves
O Young Guns, The (84) . . W. .5622
Buss Tamblyn, Oaorla Talbott
Si ©No Place to Hide
(71) D..5603
David Brian, Keenan Wynn
[S Strange Intruder (82). .D. .5619
Edmund Furdom, Ida Luplno
Si Fighting Trouble (61). . .C. .5623
Hunti Hall, Stanley Clements
a Calling Homicide (61). My. .5624
Bill ElUott, Kathleen Case
a Yaqul Drums (71) W..5625
Bod Cameron, Mary Castle
a Cruel Tower, The (80) . . D. .5629
Jobn Erlcson, Marl Blancbard
ai High Terrace (77) Ad.. 5630
Dale Robertson, Lois Maxwell
ai Blonde Sinner (74) D..5635
Diana Dors, Michael Craig
H ©Friendly Persuasion
(139) CD.. 5657
Gary Cooper. Dorothy McGuire
51 Hot Shots C. .Dec
Hunt* Hall, Stanley Clements
gl Chain of Evidence My.. Dec
Bin Elliott. Jaines Lydon
® Oklatioman, The © W.
Joel McCrea, Barbara Hale
© 54 Washington St. © D .
Qeorst Montgomery. Meg Bandall
©Hunchback of Paris © D..
.fntliony Quinn, (9na LoUobrlirtda
©Jeannie ©
M..
Vera-Ellen. Tony Martin
©Dragoon Welis Massacre © W.
Barry Sullivan. Mona Freeman
Not of This Earth SF..
Paul Birch. Beverly Garland
Footsteps in the Night My..
BUI ElUott. Ann Griffith
©Hot Blood (85) © D..834
Jane Bussell. 0)mel WUde
Uranium Boom (67) D..837
Dennis Morgan, Patridi Medina
Prisoner. The (91) D..825
Alee Guinness, Jack Hivklna
Over-Exposed (80) D..83S
Cleo .Moore, Richard Crenna
Harder They Fall, The (109). D.. 827
Humphrey Bogart, Bod Bteiger,
Jan Sterling
Blackjack Ketchum, Desperado
(76) W..831
Howard Duff, Maggie Mahoney
Rock Around the Clock (77). M.. 838
Johnny Johnston, Bill Haley
(E Thunderstorm (81) D..5604
Linda Cliristian, ciarlos Thompson, ©Jubal (101) © W..833
Cbarles Korvin
Glenn Ford, Ernest Borgnlne,
Rod Steiger, Jan Sterling
ga Navy Wife (83) C..56U
Joan Bennett, Gary Merrill, ©CocklHhell Heroes (97) ©.D..813
Shirley Tamagucbl
Jose Ferret, Trevor Howard
©Safari (91) © Ad.. 839
Victor Mature, Janet Leigh,
John Justin, Roland Oliver
Secret of Treasure Mountain,
The (68) W..832
William Prince, Valerie Frendi
©Storm Over the Nile
(113) © 0D..g29
Anthony Steel, Laurence Harvey
U©Eddy Duchin Story, The
(123) © DM. .101
Tyrone Power, Kim Novak
Earth vs. the Flying Saucers
(82) SF..102
Hugh Marlowe, Joaa Taylor
Werewolf, The (S3) Ho.. 103
Don Megowan, Joyce Holden
Autumn Leaves (108) D..104
Joan Crawford, CiUt Robertson
©He Laughed Last (77). . .M. .105
Frankie Laine, liucy Marlow
1984 (91) 0..110
Michael Redgrave, Jan Starling
Miami Expos* (73) D..106
Lee J. Cobb, Patricia Medina
Storm Center (87) 0..108
Bette Davit, Brian Keith
(Special engagements only)
Solid Gold Cadillac (99) C. .112
Judy Holliday, Paul Douglas,
Arthur O'Connell, Fred Clark
©Port Afrique (92) My. .113
Pier Angell, Phil (Sirey,
Dennis Price
Spin a Dark Web (76) . . . .My. .107
Faith Domersue. Lee Patterson
Cha-Cha-Cha Boom! (78).. M.. 114
Mary Kaye Trio. Per« Prado
© Reprisal r772) W..115
Guy Madison, Felicia Parr
©Odongo (85) © Ad.. 109
Rhonda Fleming, Macdonald Carey
White Squaw, The (72). . . .W. .116
David Brian, May Wynn
©You Can't Run Away
From It (95) © C..118
June Allyson, Jack Lemmon
©Silent World, The (86) . . Doc . . 122
©Zarak © D .. Dee
Victor Mature, Anltt Ekberg
©Seventh Cavalry, The. . . OD . . Dec
.
Randolph Scott, Barl>ars Hale
©Beyond Mombasa © Ad .
Cornel Wilde. Donna Reed
©Fire Down Below ©
Ad.
Rita Hayworth, Robert Mltcfaum
Wicked as They Come D .
Arlene Dahl, Phil Carey
©Seven Waves Away © D .
Tyrone Power, Mai Zetterllng
Nightfall
D..
Aldo Ray, Anne Bancroft
End As a Man D .
Ben Gazzara, James Olsen
Tall T, The
OD..
Randolph Scott, Maureen O'SuIIlvan
BOXOrnCE BooIdnGuide : : October 20, 1956
tS ©Meet Me in Las Vegas
(112) © M..622
Dan Dailey, (^d Cfearisse,
Paul Henr^d
S ©Forbidden Planet
(89) © SF..625
Walter Pidgeoo, Anne Francis,
Leslie Nielsen
SS ©Tribute to a Bad Man
(95) © M..626
James Cagney, Irene Papas
m «©Swan, The (112) ©CD. 628
Grace Kelly, Alec Oulnnese,
Louis Jourdan
fflOGaby (97) © D..627
Leslie Caron. John Kerr
53 Rack, The (100) D..629
Paul Newman. Anne Prands
[S ©Bhowini Junction
(108) © Ad.. 631
Ava Gardner, Stewart Granger,
Abraham Sofaer, Bill Travers
m Catered Affair, The (93). CD. .633
Bette Davis, Ernest Borgnlne,
Debbie Reynolds
Somebody Up Thtre Ukts Me
(113) D. 635
Paul Newman. Pier Angell.
Everett Sloane, Sal Mtneo
[B ©High Society (107) ® . MC. .637
Bing Oosby, (5race Kelly,
Frank Sinatra, Celeste Holm
m These Wilder Years (91) . .D. .636
James Cagney, Barbara Stanwyck
©Lust for Life (122) ©. . . .D. .701
Kirk Douglas, Anthony Quinn,
Pamela Brown, Everett Sloane
j ©Tea and Sympathy
(112) © D..702
Deborab Kerr. Jobn Kerr
and the Prize, The
(98) © D..703
Robert Taylor, EUsabeth Mueller
Si ©Opposite Sex, The
(117) © C..705
June Allyson, Joan (^llins
Leslie Nielsen. Jeff Biebards
©Iron Petticoat, The (96).. C.
Bob Hope, Katharine Hepburn
©Invitation to the Dance M .
Gene Kelly, Igor Touskevltch
©Raintree County ©65 D .
Elizabeth Taylor. Montgomery Clift
©Barretts of Wimpole St. ®...D..
Jennifer Jones. John Glelgud
Great American Pastime C.
Tom Ewell, Anne Franda
©Teahouse of the August
Moon ©
e..
Marlon Brando, Glenn Ford,
MacMko Kyo, Eddie Albert
Living Idol, Tlie © D .
Steve Forrest. Lllllane MontevecchI
Edge of the City D.
John Ossavetes, Kathleen Maguire
©Little Hut, The C.
Ava Gardner, Stewart Granger
©Court Jester, The (101) ®.C. .5512
Danny Kaye. Qlynls Jotms
©Anything Goes (108) ®.M..55I3
Blng &osby, Donald O'Connor,
Mltzi Oaynor. Jeanmalie
Scarlet Hour. Tite (95) ®. D. .5514
Carol Ohmart, Tom Tryon.
Blaine Btritch, Jody Lawranee
©Birds and the Bees, The
(94) ® C..5515
George Gobel. Mitd Gaynor,
David Niven. Reginald (Gardner
U©Man Who Knew Too Much
(119) ® D..5520
James Stewart, Doris Day
Leather Saint (80) ®....W..5521
John Derek, Jody Lawranee
Paul Douglas
\S Fastest Gun Allvt, Tht
©That Certain Feeling
(90) W..634 (103) ® C..5522
Glenn Ford, Jeanne Cnin,
Bob Hope. Eva Marie Saint,
Broderlck Crawford
Pearl Bailey, George Sanders
Proud and Profane, The
(Ul) ® D..5524
William Holden, Deborah Kerr,
Hielma Bitter, Dewey Martin
©Pardners (90) ® C. .5523
Dean Martin, Jerry Lewis,
Lorl Nelson, Valerie Allen
^©War and
Peace
(208) ® D..5625
Henry Fonda, Audrey Hepburn,
Mel Ferrer, Vlttorio Oassman
(Special engagementf only)
©Vagabond King, The
(88) ® M..5601
Kathryn OnfMO, Oreite
Search for Bridey Murphy, The
(88) ® D..5602
Teresa Wrifkt. Loub Hayward
©Mountain, The (105) ®..D..5603
Spencer Tracy, Claire Trevor.
Robert Wagner
©Three Violent People
(..) ® W..5604
Charlton Heston, Anne Baxter,
(Jilbert Roland, Forrest Tucker
©Hollywood or Bust ® C.Dec
Dean Martin, Jerry Lewis
©Ten Commandments, The ®..D..
C. Heston, Y. De Carlo, A. Baiter
©Loves of Omar Khayyam ®..Ad.
Cornel Wtlde, Debra Paget
©Gunfight at OK Corral ® W.
Burt Lancaster, Kirk Douglas
©Funny Face ® MC.
Fred Astaire, Audrey Hepburn
©Rainmaker, The ® D..
Katharine Hepburn, Burt Lancaster
Lonely Man, The ® W..
Jack Palance, Anthony Perkins
SBeau James (S) D..
Bob Hope. Vera Miles
Buster Keaton Story ® CD.
Donald O'Connor, Ann Blyth
flS ©Conqueror, The (111) ©. D . .610
John Wayne, Susan Hayward,
Pedro Amendarii
931 Way Out, The (90) D. .6U
Mona Freeman, Gene Neteon
li Bold and the Brave, The
(90) ® D..612
.Mickey Rooney, WendeU Corey,
Nicole Uaurev
gj ©Great Day in the
Morning (92) $ D..613
Virginia Mayo, Bobert Stack,
Ruth Roman
jg While the City Sleeps
(100) D..«15
Dana Andrews, Ida Luploo,
Rhonda Fleminf
m Murder on Approval (70). D. .614
Tom (i)nway, Ddphl Lawrence
(See Belsame)
ga ©First Traveling Saleslady
(92) CD.. 701
Ginger Bogera, Barry Nelaoo,
Carol Cbamlnc
SS Back From Eternity (98). D.. 703
Robert Byan, Anita Odwrg,
Sod Steiger, Phyllis Kirk
a Beyond a Reasonable
Doubt (80) D..702
Dana Andrews. Joan Fontaine
(S ©Tension at Table Rock
(93) W. .704
Richard Bgan, Dorothy Malone,
Cameron Mitchell
5g ©Brave One, The
(100) © 0..706
m Finger of Guilt (84) My. .705
Richard Basehart. Mary Murphy
§S Death of a Scoundrel ( . . ) . D . . 707
George Sanders, Yvonne De Carlo
i Young Stranger, The ( . . ) . D .
James MacArthur, Kim Hunter,
James Daly, James Gregory
g Public Pigeon No. l'(..).C..
Red Skelton, Vlvlao Blaine,
Janet Blair
©Bundle of Joy C.Dec
Debbie Reynolds, Eddie Fisher
Man in the Vault, The D..
Anita Ekberg, William Cantpbell
Silken Affair, The CD..
David Niven, Genevieve Page
©Run of the Arrow W.
Rod Steiger, SerlU Monteil
I Married a Woman C
C
o
O <
03
m
5D
(-1
O
o

FEATURE jIHART
Tk« Kay to l«tt«n and cemblnatloiu tharaof Indicating itory type: (Ad) Advantura-Dramo; (Ac) Action-
Drama; (An) Animotad-Actlon; (C) Comady; (CD) Comady-Dromo; (Cr) Crima-Droma; (DM) Drama
with Muilc; (Doc) Documentary; (D) Drama; (F) Fantasy; (FC) Force-Comedy; (Ha) Horror-Drama; (HI)
Hlctorlcol-Drama; (M) Musical; (My) Mystery; (OD) Outdoor-Drama; (SF) Science-Fiction; (W) Wastero.
REPUBLIC 1 i»

.
CHART
^HORTS CHART
INDEPENDENT I t^
H oeo
AMERICAN INTERNATIONAL
Day the World Ended (80) ®..SF..Dec55
Kicturd Denning, Lori Nelson
Phantom From 10,000 Leagues
(80) SF..Dec55
Kent Tajlor, C!alhy Downs
Oklahoma Woman (73) D . . May 56
Itichard Deniiing, Peggie Castle
Female Jungle (71) O..JunS6
JitjTie Mansfield, Lawrence Tierney
Girls in Prison (87) Ac. .Jun 56
Richard Denning, Joan Taylor
Hot Rod Girl (75) Ac. .Jun 56
Lorl Nelson, John Smith
The She-Creature (77) Ho.. Jul 56
Maria English. Chester Morris
Conquered the World (75) . . .
Peter Graves, Beverly Garland
OGunslinger (S3) W. .Aug 56
John Ireland, Beverly Garland, A. Hayes
©Flesh and the Spur (87) 0D..Sep56
John .Agar, Maria Qigtish
ARLAN
Living North, The (74) Doc.
Filmed in Lapland; native cast
(English narration)
ASSOCIATED
FILM
Last of the Desperados (71) W.. Dec 55
James Craig, Margla Dean
Two-Gun Lady (76) W.. Dec 55
Peggie Castle, William Talman
Wild Dakotas (73) W.. Feb 56
Bill Williams, Coleen Gray, JIra Davis
Blonde Bait (71) D . . Apr 56
Beverly Michaels, Jim Davis
Three Outlaws, The (74) ID235. .W. . May 56
Neville Brand. Bruce Bennett, Alan Hale
Frontier Gambler (..) W.. Oct 56
John Bromfield, (Coleen Gray
ASTOR
Dynamiters. The (74) D..Apr56
Wayne Alorris, Sinione Silva
Fear (82) D.. May 56
Ingrid Bergman, Mathlas Wleman
Passport to Treason (80) Md. Jun 56
Hod Cameron, Lois Maxuell
©Men of Sherwood Forest (77) . .Ad. .Sep 56
Don Taylor, Eileen Moore
BANNER
©Wetbacks (86) AC. May 56
Lloyd Bridges. Nancy Gates
BUENA VISTA
©Littlest Outlaw, The (75) D.. Feb 56
Pedro Armendariz, Andres Velasquez
©Great Locomotive Chase (85) ®. D. .Jul 56
Fess Parker, Jeff Hunter
©Davy Crockett and the River
Pirates (81) Ad.. Jul 56
Fess Parker, Buddy Disen
DOMINANT
Walk the Dark Street (74).... Md..
Chuck Connors, Dob Ross, Reglna Oleason
DCA
Feb 56
Wages of Fear (106) D . .
Yves .Montand, Charles Vanel
Please Murder Me (76) D.. Mar 56
Angela Lansbury, lUymond Burr
Frisky (98) CD.. Apr 56
Glna Lollobrlglda, Vlttorlo De Slca
Woman of Rome, The (..) D.. May 56
Gina Lollobrlglda, Daniel Gelin
©Jedda the Uncivilized (88) D.. Jun 56
Narla Kunogh, Robert Tudewall
Private's Progress (99) C. .Sep 56
Richard Attenborough, Dennis Price
EDEN
One Way Ticket to Hell (65) .... D .. Feb 56
Non-professional cast
EMBASSY
Wiretapper (SO) D . . Feb 56
Bill Williams, Georgia I^e
Godzilla, King of the Monsters
(SO) Ho. Apr 56
Raymond Burr, Japanese east
(English dialog and narration)
GIBRALTAR
©Fury in Paradise (77) D..
Peter Thompson, Rea Iturblde
Silent Fear (66) D.
Andrea King, Peter Adams
IFE
©Lease of Life (93) D . . Jan 56
Robert Donat, Kay Walsh
(&iglish dialog)
©Madame Butterfly
(114) Filmed Opera. .Jun 56
Kaoru Yachlgusa, Nicola Fllacuridi
(Italo-Japanese: English commentary)
JACON
Rosanna (72) D.. Jun 56
Itossana Podesta, C^oz Alvarado
(Dubbed in English)
Forbidden Cargo (83) Ac. .Sep 56
Nigel Patrick, Baizabeth Sellars
JANUS
Bullfight (76) Doc. .Jul 56
English narration
LOUIS
deROCHEMONT
Helen Keller in Her Story (formerly
'The Unconquered") (55) .Doc. .Apr 56
Narrated by Katiiertae Cornell
MAGNA
Oklahoma! (150) T-AO DM.. Oct 55
Gordon MacRae, Shirley Jones
TOP PICTURES
©Frontier Woman (SO) W.. Jul 56
Cindy Carson, Lance Fuller, Ann Kelly
TRANS-LUX
©Dance Little Lady (87) D.. Mar 56
M:d Zetterllng, Terence Morgan
Lovers and Lollipops (85) CD.. Apr 56
Lori March, Gerald O'Loughlln
WOOLNER BROS.
Swamp Women (75) D . - Apr 56
Beverly Garland, Marie Windsor, 0. Mathews
REISSUES
. Feb 56
BUENA VISTA
©Fantasia (81) M .
(Superscope added, witb 4-track sound and
stereophonic sound.)
©Song of the South (95) M . . Feb 56
Ruth Warrick, Bot>by DriacoU, Luana Patten
DCA
Brute Force (96) D.. Jun 56
Burl Lancaster, Yvonne De Carlo
Naked City (96) D.. Jun 56
Howard Duff, Barry Fitzgerald
MGM
Stratton Story, The (106) D . . Feb 56
James Stewart, June Allyson
©Three Musketeers (126) D.. Feb 56
Lana l"urner. Gene Kelly, Van Heflln
©Northwest Passage (126) 0.. Mar 56
Spencer Tracy, Robert Young, Buth Uussey
©Yearling, The (128) D.. Mar 56
G. Peck, J. Wyman, Claude Jarman Jr.
©Annie Get Your Gun (107) M.. Jun 56
. Feb 56
Betty Button, Howard Keel, Louis Calhem
Boomtown (116) D .
. Oct 56
CONTINENTAL
Clark Gable, Spencer Tracy, Hedy Lamarr
. Night My Number Came Up (94)
. D .
Michael Itedgrave, Alexander Knox PARAMOUNT
©Ladykillers, The (93) D.. Mar 56 ©Streets of Laredo (92) W. . May 56
Ale.K Guinness, Cecil Parker, Katie Johnson William Holden, Macdonald Catey
Ship That Died of Shame (91) . .D. .Sep 56 Two Years Before the Mast (98) . . D . . May 56
Richard Attenborough, George Baker
Alan Ladd, Brian Donlevy, William Bendlx
©Secrets of the Reef (72) Doc. Oct 56 ©Whispering Smith (89) W . . May 56
Undersea chronicle
Alan Ladd, Robert Preston, B. Marshall
RKO
One Minute to Zero (105) D.. Mar 56
Robert \Utchum, Ann Blyth
Big Sky, The (112) 00.. Apr 56
Kirk Douglas, Dewey Martin, E. Hireatt
Flying Leathernecks (102) D... May 56
John Wayne, Robert Ryan, Janls Carter
Lusty Men (113) D. .May 56
Sus.in Hayward, Robert Mitchum
King Kong (100) F-Ad..Jun56
Bruce Cai}Qt, Fay Wray, Robert Armstrong
I Walked With a Zombie (69) .. .Ho. .Jun 56
Frances Dee, James Elllsan, Tom Coaviy
Citizen Kane (119) D..Jui56
Orson Welles, Joseph Cotten
20TH-FOX
Third Man, The (105) D.. Aug 56
Orson Welles, Joseph Cotten, Valli
Rebecca (127) D. .Oct 56
Laurence Olivier, Joan Fontaine
UNITED ARTISTS
High Noon (85) W. .Jun 56
Gary Cooper, Grace Kelly, Katy Jurado
UNIVERSAL-INT'L
©Tap Roots (109) D . . May 56
Van' Heflln, Susan Hayward, Ward Bond
©Kansas Raiders (80) W.. May 56
Audie Murphy, Tony Curtis, B. Donlevy
Killers, The (102) D.. Sep 56
Burt Lancaster, Ava Gardner,
Edmond O'Brien
Sleeping City, The (85) My. .Sep 56
Richard Conte, Coleen Gray, Alex Nichol
WARNER BROS.
Distant Drums (101) W. .Jun 56
Gary Cooper, Marl Aldon
Dallas (94) W. .Jun 56
Gary Cooper, Butb Roman
COLUMBIA
ALL-3TAR COMEDIES
S411 One Spooky Night (16) .Sep 55 -)- 10- *
8412 He Took a Powder (17). Oct 55
8413 Hook a Crook (16) . . . Nov 55
8414 Come On Seven (16) . . Feb 56
8415 Army Daze iW/i) ... Mar 56
8416 Andy Goes Wild (17). Apr 56
ASSORTED FAVORITES
8421 Honeymoon Blues (17) . Sep 55
8422 The Jury Goes Round 'n
Round (IS) Nov 55
8423 Should Husbands Marry?
(17) Dec 55
8424 Black Eyes & Blue
a&/z) Feb 56
8425 Renovated (IS!^) Mar 56
8426 Get Along Little Zombie
(17) May 56
CANDID MICROPHONE
(One-Reel Specials)
B551 Subject 3, Scries 2 (11) Sep 55
S552 Subject 4, Series 2
(W/i) Dec 55
8553 Subject 5, Series 2 (11) Jan 56
S554 Subject 6, Series 2
(IC/a) Mar 56
8555 Subject 1, Series 3 (U) Jun 56
8556 Subject 2, Scries 3 (10) Jul 56
CINEMASCOPE FEATURETTE
(Technicolor)
4-21
8441 Wonders of Manhattan
(16) Feb 56 ++ 1-21
8442 A»rll In Portugal (20) . Apr 56
COLOR FAVORITES
(TKhnicolsr Reissues)
8601 TmUi or Censi^uinccs
(.&/z> Sep 55
3602 Up 'n Atom («) Oct 55
5603 Hot Foot Lights (7) . . Nw 55
5604 Rippling Romance (8). Nov 55
8605 Foxy Flatfoots (6) Dec 55
8606 Cagey Bird {QA) Jan 56
8607 Boston Beanie (6) . . . . Feb 56
5605 Swiss Tease (ft) Feb 56
8609 Peekoolyar Sitcheeayshun
(7) Mar 56
8610 Phoney Baloney (7). Apr 56
3611 Pickled Puss (61/2) . Apr 56
8612 Uncultured Vulture
(51/4) May 56
8613 Be Patient, Patient (7) .Jun 56
8614 Loco Lobo (6) Jun 56
8615 Woodman, Spare That Tree
(7i/a) Jul 56
COMEDY FAVORITES
8431 Pardon My Lamb Chop
(17) Oct 55
8432 Radio Rome* (X1Va> . Dee 55
3433 Wedlock DHdIock (16) . Dec 55
3434 Microspook (16) Mar 56
8435 Flung by a Fling (16). Apr 56
8436 Socks Appeal (ITVa) . .Jun 56
GERALD MC BOING-BOING
(CinemaScepe-Technlcolor)
8511 Gerald McBoing-Boing on
^ Planet Moo (7) Feb 56
MR.
MAGOO
(Technicolor)
3701 Stage Door Magoo (7). Oct 55
MR.
MAGOO CINEMASCOPE SPECIAL
S751 Magoo Makes News (6) . Dec '55
8752 Magoo's Canine Mutiny
(6I/2) Mar 56
8753 Magoo Goes West (6) .Apr 56
8754 Calling Dr. Magoo
i&Zi) May 56
8755 Magoo Beats the Heat
(6) Jun 56
SCREEN SNAPSHOTS
8851 Hollywood Bronc Busters
(9) Sep 55 ± 11-19
8852 Great Al Jolson (11) . Oct 55
8853 H'wood Premiere (10) Nov $5
8854 Ramblin' Around Hollywood
(lOi/j) Dec 55
8855 Hollywood Goes A-flshin'
(IC/a) Jan 56
8856 Hollywood Small Fry
(11) Feb 56 ± 3-24
8857 Hollywood City of Stars
(9) Mar 56
8858 Playtime in Hollywood
O"/*) May 56
8859 Mr. Rhythm's Holiday
(9) Jun 56
8860 Fabulous Hollywood
aV/x)
J11IS6
SERIALS (IS Chaptars)
8120 The Sea Hound Sap 55
8140 Perils of the Wilderness. Jan 56 -|-
S160 Monster & the Ape... Apr 56
8180 Blazing the Overland
Trail
Ai«56
STOOGE COMEDIES
8401 Whara-Bam-Slam (16). Sep 55 -f 10
S402 Hot lu (l«;r'a) OetSS
£ M
oeo
8403 Blunder Boys (16) ... No* 55
8404 Husbands Beware (16). Jan 56
S405 Creeps (16) Fek S6 ± 3-24
8406 Flagpole Jitters (16) . .Apr 16
S407 For Crimin' Out Loud
(16) May 56
8408 Rumpus in the Harem
(16) Jun 56
THRILLS OF MUSIC
8951 Louis Prima & Orch.
(10) Sep 55
8952 Buddy Rich & Orch.
(10"/2) Bo« 55
8953 Charlie Spivak & Orch.
(10) Oct 55
3954 Frankie Carle & Orch.
(9) Feh56
8955 Migueiito Valdes & Orch.
(10) Apr 56
8956 Ina Ray Hutton & Orch.
(9) Jun 56
UPA ASSORTED
(Technicolor)
8501 Christopher Crumpet's
Playmate (6i/a) ... .Sep 55 ff 11-19
8502 The Rise of Duton Lang
(6/2) Dec 55
8503 The Jaywalker (e>/2) . . May 56
WORLD OF SPORTS
8801 Stable Stakes (10) Sep 55
8802 Thrilling Chills (10) .. No* 55
8803 Swing, Rasslin' 'n Socli
(91/2) Feb 56
3804 Florida Fin-antics (9) . Feb 56 4- 3-31
8805 Navy All American (9) . Mar 56
8806 Trotting Topnotchers
(9) Apr 56
8807 Nassau Holiday (9'/2). May 56
METRO-GOLDWYN-MAYER
CARTOONS
(Technlulor)
W-741 Designs on Jerry (7) .Sep 55 ....
W-742 First Bad Man (7).. Sep 55 ± 11-26
W.743 Smarty Cat (7) Oct 55 + 11-19
W-744 Deputy Droopy (7).. Oct 55 + 11-19
W-745 Pecos Pest (7) Nov 55 + 11-19
W-746 Ccilhound (7) .-.Nov 55 ....
CINEMASCOPE CARTOONS
(Technicolor)
C-731 Ton & Cherie (7) . . . Sep 55 +f 1022
C-732 Good Will to Men (8) . Dec 55 11-26
C-733 That's My Mommy (6) Dec 55 + 11-26
C-734 The Egg and Jerry (8) Jan 56 -)- 2-18
C-735 Flying Sorceress (7).Mar56-)- 2-18
C -736 Busy Buddies (7)... Mar 56 tt 4-a
(1956-57)
C-831 Muscle Beach Tom (7) .Sep 56 -f 7-21
C-832 Millionaire Droopy (7) .Sep 56 C-833 Downbeat Bear (7) Oct 56 + 7-21
7-21
. .
GOLD MEDAL REPRINTS
W-765 The Truce Hurts (8) . Dec 55
W-766 0ld Rockln' Chair
Tom (7) Dk55
W-767 Lucky Ducky (7).. Jan 56
W-76SCat That Hated
People (7) Jan 56
W-769 Professor Tom (7) . . Feb 56
W-770 Mouse Cleaning (7) Feb 56
W-771 Goggle Fishing
Bear (7) Mar 56
W-772 House of Tomorrow
(7) Mar 56
W- 773 Doggone Tired (7).. Apr 56
W-774 Counterfeit Cat (7) . . Apr 56
PASSING
PARADE
P-771 That Mothers MItht Ll*t
(10) Oct 55
P-772 The Story of Dr. Jennw
(10) Dec 55 -f 12-31
P-773 Baron & the Rose
(10) Feb 56
P-774 Goodbye, Miss
Turlock (10) Apr 56
ROBERT BENCHLEY REISSUES
B-721 How to Sleep (U).. Sep 55
B-722A Night at the Movies
(7) No* 55
B-723See Your Doctor (8) Jan 56
B-724 Courtship of the
Newt (8) Mar 56
B-725 How to Sublet (8) May 56
B-726 Mental Poise (7) Jun 56
SPECIAL FEATURETTE
630 The Wedding in Monaco
(30) May 56 Vt 5-26
PARAMOUNT
CARTOOfr CHAMPIONS
(Technicolor Reissues)
S15-1 Mite Makes Right (8) .Sep 55
S15-2 0ld Shell Game (7).. Sep 55
BOXOFFICE BookinGuido : : October 20, 1956

I
SHORTS
CHAM
ihort sub)eer>, listed by company, in order ot releose. Running time follows title. First Is notional rel»oee
month, second the date of review in BOXOFFICE. Symbol between dates is rating from BOXOFFICE
review. 44 Very Good. -\~ Good. :± Foir. ~ Poor. — Very Poor. Photography: Color and process as specified.
a: o
0:0
S15-3 Tlie Little Cut-Up (6) Sep 55
315-4 Hep Cat Sympiioiiy (6) Sep 55
S15-S Little Red Scliool Mouse
(7) Sep 55
S15-6 Leprechaun's Gold
(10) Sep 55
SlS-7 Quaci(-a-doodle Do (7) Sep 55
S15-8 Teaclier's Pest (7)... Sep 55
S15-9 Tarts and Flowers (7) . Sep 55
315-10 Pleased to Eat You
(6) Sep 55
S15-11 Goofy Goofy Gander
(7) Sep 55
315-12 Saied by the Bell (£) Sep 55
CASPER CARTOONS
(Technicolor)
6151 Red, White & Boo (6) Oct 55 +
BlS-2 Boe Kind to Animals
(6) Dec 55 +
B15-3 Ground Hoj Play (6). Feb 56 +
B15-4 Dutch Treat (6) Apr 56 -f
B15-5 Penguin for Your Thoughts
(7) Jun56 +
GRANTLAND RICE
SPORTLIGHTS
1-28
1-21
3-17
5-26
7-21
R15-1 Sporting Dogs Afield
(9) Oct 55 + 10-22
R15-2A Nation of Athletes
(9) No* 55 -f 1-28
. R15-3 Animal-Sports Quiz
; (9) Feb 56+ 3-24
R15-5 Carolina Court Champs
• (10) Mar 56 + 5-26
R15-4 Winter Wonder Trails
(9) Apr 56 +6-9
R15-6 Men Who Can Take It
(9) Jun56 + 7-21
HERMAN t
KATNIP
^ (Technicolor Cartoons)
: H15-1 Mousieur Herman (6) Nov 55 + 1-21
: H15-2 Mouseum (6) Feb 56 + 3-17
* H15-3 Will Do Mousework
(6) Jun 5fi J- 7-21
H15-4 Mousetro Herman (6). Aug 56 + 10-13
NOVELTOONS
(Technicolor)
P15-1 Rabbit Punch (6) Sep 55 + 12- 3
I P15-2 Little Audrey Riding Hood
I (6) Oct 55 + 12- 3
« P15-3 Kitty Cornered (6) . . Dk 55 + 1-21
P15-4 Sleuth but Sure (6). Mar 56 + 5-26
P15-5Swab the Duck (6) .. May 56 + 9-15
P15-6 Pedro & Lorenzo (6). Jul 56 + 10- 6
POPEYE CARTOONS
(Technicolor)
£15-1 Mister & Mistletoe (6) Sep 55 + 12- 3
E15-2 Cops Is Tops (6I/2) . . Nov 55 + 1-21
E15-3 A Job for a Gob (6) . Dec 55 + 1-21
ElS-4 Hillbilling & Cooing
(6) Jan 56 + 1-21
£15-5 Popeye for President
(6) Apr 56 + 5-26
E15-6 0ut to Pupch (6)... Jun 56+ 7-21
E15-7 Assault & Flattery (6). Jul 56 + 10-6
E15-8 Insect to Injury (6) . .Aug 56
TOPPERS
M15-1 Three Kisses (10) . . .Oct 55 +
M15-2 Reunion in Paris (10) Nov 55 +
M15-3 Animals a la Carte
(10) Jan 56 ±
M15-4 There's Gold In Them
Thrills (10) Mar 56 —
MlS-5 Ups and Downs (9). May 56 +
12- 3
1-28
1-21
3-31
5-26
VISTAVISION SPECIALS
V15-2VV Visits Pinajna
(10) Jun 56 + 7-21
V15-1 Bing Presents Oreste (10).. 44- 10- 6
V15-3VV Visits Gibraltar
(10) Aug 56 tt 10-13
RKO RADIO
BROWN-KIRKWOOD REISSUES
63.601 Heart Troubles (16). Sep 55
63.602 Put Some Money in the Pot
(17) Nov 55
DISNEY CARTOONS
(Technicolor)
54.114 Beezy Bear (7) ... Sep 55 + 10-22
54.115 Up a Tree (7) Sep 55
54.116 Chips Ahoy (7) . . . Feb 56 -H 4-7
54.117 Hooked Bear (7) . . Apr 56 + 4-28
EDGAR KENNEDY REISSUES
63.501 No More RtlathrM
(18) Sep 55
63.502 How to CliM House
(18) Oct 55
63.503 Dig That Gold (17) . Nov 55
63.504 Contul Crazy (17) . . Dk 55
GIL LAMB REISSUES
63.301 Groan and Grunt (17) Sep 55
63.302 Bashful Roeieo (16) . Oct 55
LEON ERROL REISSUES
63,781 Wife Tames Wolf (17) Sep 55
63.702 Dad Always Pays
(18) Oct 55
63.703 Spook Speaks (19) . . Nov 55
63.704 In Room 303 (17) . . Dec 55
MY PAL REISSUES
53.201 Dog of the Wild (21) Oct 55
63.202 Pal, Canine Detective
(22) Nov 55
RAY WHITLEY REISSUES
63.401 Musical Bandit (16) Oct 55
63.402 Bar Buckaroos (16) . Dec 55
SCREENLINERS
64.202 Black Cats and Broomsticks
(8) Oct 55 + 12-10
64.203 Make 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+ 4-28
64.209 Merchandise Mart
(8) Apr 56 + 4-28
64.21(1 Phonies Beware (8) . May 56 +7-7
54.211 Emergency Doctor
(S)
64.212 Uw & The Lab (8)
Jun 56+
Jul 56 +
9-15
9-15
. .
SPECIALS
63.102 Golden Glamour (15). Oct 55 + 12-10
63.103 Sentinels in the Air
(15) Feb 56 + 4-7
63.104 Golden Equator (13) Mar 56 + 4-28
SPORTSCOPES
64.303 Bonefish and Barracuda
(8) Oct 55 + 12-10
54.304 Canadian Carnival (8) Nov 55 + 1-14
64.305 Headpin Hits (8) .Dec 55+ 1-14
64.306 Island Windjammers
(8) Jan 56+ 3-24
64.307 Ski- Flyins (8) Feb 56 + 4-7
64.308 Canadian Lancers
(8) Mar 56 + 4-28
64.309 Striper Time (9).. Apr 56+ 4-28
64.310 Races to Remember
(8) May 56 + 6-9
64.311 Four Minute Fever
(9) ... Jun 56 ± 7. 7
(1956-57)
74,301 Aqua Babes (9) . . . .Aug 56 + 9-15
SPORTS
SPECIALS
63.901 Football Headliners
(15!/2> Dec 55 + 1-14
63.801 Basketball Headliners
(15) Apr 56 + 5-26
WILDLIFE
ALBUM
(Technicolor)
63.001 The Whitetail Buck
(27'/j) Oct 55 + 11-12
20th
CINEMASCOPE
CENTURY-FOX
SPECIALS—COLOR
7601-8 Lady of the Golden Door
(9) Jan 56
7602-6 A Thoroughbred It Born
(9) Jan 56 + 4-21
7603-4 Adventure in Capri
(9) Feb 56+ 4-21
7608-3 Land of the Bible
(21) Apr 56
7605-9 Hunters of the Sea
(9) May 56
7609-1 The Dark Wave (23) Jun 56 H
7607-5 Cowboys of the Maremma
6-9
(9) Jun 56
TERRYTOONS
(Technicolor)
5601-0 The Clockinaker's Dog
(7) Jan 56 + 4-21
5602-8 Miami Maniacs (7). Feb 56+ 5-26
5603-6 Hep Mather Hubbard
(7) Mar 56 + 5-26
5604-4 Baffling Bunnies (7) Apr 56
TERRYTOON-CINEMASCOPES
(Technicolor)
5631-7 Park Avenue Pussycat Jan 56 ....
56320 Uranium Bluet (7) . Feb 56 + 4-28
5633-3 Scouts to tht Rescue
(7) Her 56 ± 5-2S
5634-1 Oceans of Lovi (7) Apr 56
5636-8 Lucky Dog (7)
. . . . May 56
5636-6 Police Dogged (7).. Jun 56
TERRYTOON TOPPERS
(Technicolor
Reissues)
5605-1 Wolfs Pardon (7) May 56
5606-9 Felix the Fox (7).. Jun 56
UNIVERSAL-INTERNATIONAL
CINEMASCOPE
(Technicolor)
FEATURETTE
2600 Tbe Nat "King" Cole
Musical Story (18) ft 12-10
COLOR PARADE
2672 Fighters of the Lakes
(9) Jan 56
2673 Blue Coast (9) Feb 56 ++ 1-28
2674 Oueens of Beauty (10) Apr 56 + 3-31
2675 Olympic City (9) May 56 + 4-7
2676 Invitation to New York
(9/2) Jul 56 d: 7- 7
MUSICAL FEATURETTES
2653 Lionel Hampton & Herb
Jeffries (15) Jan 56 + 2-18
2654 Tennessee Plowboy (13) Feb 56
2655 Around the World Review
(16) Mar 56+ 3-31
2656 Mills Brothers on Parade
(16) Apr 56 +6-9
2657 Cool & Groovy (15) . . May 56 + 6-9
2658 Rhythms With Rusty
(15) Jun 56
2659 Mirth & Melody (15). Jul 56+ 9-15
2660 Bright & Breezy (16). Aug 56
VARIETY
VIEWS
2691 Alert to Danger (9).. Jan 56 +6-9
2692 Brooklyn Goes to Paris
(9) . Feb 56 ± 4. 7
2695 Everybody Dances (9).. Jul 56 ff 10- 6
2696 Screwball Sports (9). Aug 56 ± 9-15
WALTER LANTZ CARTUNES
(Technicolor)
2612 Pigeon Holed (6) Jan 56 + 3-3
2613 After the Ball (6) Feb 56 + 3-3
2614 Get Lost (6) Mar 56
2615 Ostrich Egg and I (S) Apr 56 + 4-7
2616 Chief Charlie Horse
(6) May 56 + 3-31
2617 Room and Wrath (5) . .Jun 56 ±: 7-7
2618 Woodpecker From Mars
(6) . . Jul 56 + 7-7
2619 Hold That Rock (6) .. .Jul 56
2620 Talking Dog (6) Sep 56
2621 Calling All Cuckoos
(6) Sep 56+ 9-15
2622 Niagara Fools (6) Oct 56
2623 Arts & Flowers (6) . . Nov 56 + 10-13
WALTER LANTZ REISSUES
2631 Dog Tax Dodgers (7) Feb 56
2632 Playful Pelican (7).. Mar 56
2633 Wet Blanket Policy (7) Apr 56
2634 Scrappy' s Birthday
(7) May 56
2635 Wild & Woody (7).. Jun 56
2636 Drooler't Delight (7) .Jul 56
WARNER BROS.
3910 24-Hour Alert (30) U. S. Air
Force Short (3 reels) 4+ 12-31
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 Mousemerized Cat (7) Nov 55
3305 Foghorn Leghorn (7) Dec 55
3306 Bona, Sweet Bone (7) Jan 56
BUGS BUNNY SPECIALS
3723 Knight- Mare Hare (7) Oct 55
3724 Roman Legion-Hare
(7) Nov 55 3725 Bugs Bonnets (7) Jin 56 3726 Broomstick Bunny (7). Feb 56 +
3727 Rabbitson Crusoe (7) . .Apr 56
CLASSICS OF THE SCREEN
3101 Small Town Idol (29). Sep 55
3102 It Happened to You
(18) Dee 55 4+
3103 Dog in the Orchard
(20) Nov 55
COLOR
SPECIALS
3001 Moviitand Miglc (19). Oct 55
1-28
3-31
4-21
2-25
3002 Golden Tomorrow (17) . Nov 55 +
3003 Behind the Big Top
(18) Dec 55
3004 They Seek Adventure
(19) Jan 56 +
3005 Out of the Desert (19) Feb 56 H
3006 Copters t Cows (17) .. Mar 56 44
JOE McDOAKES COMEDIES
I- 7
3-17
3-31
4-21
3401 So You Want to be a Vice-
President (10) Oct 55 + 12-31
3402 So You Want to be a
Policeman (10) Dec 55 + 1-28
3403 So You Think the Grass
Is Greener (10) Jan 56 4 3-31
3404 So You Want to Bi
Pretty Mar 56 + 4-21
MELODY MASTER BANDS
(Reissues)
3803 Ozzie Nelson & Orch.
(10) Dec 55
3804 Carl Hoff & Band (10) Feb 56
3805 Borrah Minevitch (10) .Apr 56
MERRIE MELODIES—LOONEY TUNES
(Technicolor)
3701 Dime to Retire (9).. Sep 55
3702 Speedy Gonzales (7).. Sep 55
3703 Two Scents Worth (7) Oct 55
3704 Red Riding Hoodwinked
(7) Oct 55
3705 Heir Conditioned (7).. Nov 55
3706 Guided Muscle (7) Dec 55
3707 Pappy's Puppy (7)
. . . Dec 55
3708 One Froggy Evening
(7) Jan 56
3709 Too Hop to Handle
(7) Jan 56
3710 Weasel Stop (7) Feb 56
3711 High & Flighty (7).. Feb 56
3712 Rocket Squad (7) Mar 56
3713 Tweet & Sour (7) Mar 56
3714 Heaven Scent (7) Mar 56
3715 Mixed Master (7) Apr 56
3716 Gee Whiz-z-z-i (7) May 56
. .
H-
+

—
—
—
—
XHIBITOk HAS HIS SAY
lABOUT PICTURES)
ALLIED ARTISTS
Skabenga (AA)—Documentary.
Doubled this color jungle documentary
with "Toughest Man
Alive" (AA) lor a nice weekend.
Trailers sold this one. As long as
AA plays ball with us, we'll do
okay. Played Fri., Sat. Weather:
Cold.—A. Madril, La Plaza Theatre,
Antonito, Colo. Pop. 1,255.
BUENA VISTA
Littlest Outlaw, The (BV)—
Pedro Armendariz, Joseph Calleia,
Rodolfo Acosta. Good average
gross on an acceptable pictui-e,
generally. Disney's shows
are always family-appealing,
which is a known fact by the
public. We desperately need good
family pictures. Played Thurs.,
Fri., Sat. Weather: Good.—
Leonard J. Leise, Roxy Theatre,
Randolph, Neb. Pop. 1,029.
COLUMBIA
Jubal (Col)—Glenn Ford, Ernest
Borgnine, Rod Steiger. This
is the kind of picture that will
keep the exhibitor in business.
It is better than "Shane." Did
very well at the boxoffice and
made good profit. Played Tues.,
Wed., Thurs. Weather: Okay.
W. L. Stratton, Lyric Theatre,
Chains, Ida. Pop. 728.
Last Frontier, The (CoD—
Victor Mature, Guy Madison,
Robert Preston. Horse cavalry
and Indians in Technicolor. This
time there's more of what goes
on inside the fort and less of
what goes on outside. Plenty of
friction between the colonel and
everyone else, but it finally gets
the grease job and all's well that
ends well. Played Thurs., Sat.
Weather: Undecided.—Lew Bray
jr.. Queen Theatre, McAUen,
Tex. Pop. 26,000.
Long Gray Line, The (Col)—
Tyrone Power, Maureen O'Hara,
Robert Francis. Boys, this is a
real good picture, one of the
most talked of pictures that I
have played for a long time. It
is a long picture, but not a person
moved from his seat until
the end came on the screen. Busy
harvesting kept the boxoffice
down, but I still ran over average.
Played Fri., Sat. Weather: Warm.
—P. L. Murray, Strand Theatre,
Spiritwood, Sask. Pop. 355.
Ten Wanted Men (Col)—Randolph
Scott, Jocelyn Brando,
Richard Boone. Just fair-tomiddlin'.
I missed it. So did a lot
of my western fans. TV probably
had newer and better product.
Played Tues., Wed. Weather:
Okay.—Frank Sabin, Majestic
Theatre, Eureka, Mont. Pop. 929.
METRO-GOLDWYN-MAYER
Fastest Gun Alive, The (MGM)
—Glenn Ford, Jeanne Crain,
Broderick Crawford. Here is a
picture loaded with suspense and
a very surprising ending. Glenn
Ford's performance^ is excellent
and Russ Tamblyn's musical
number is worth the price of
admission. For some reason, this
failed to click here and business
was only fair. Played Thurs., Fri.,
Sat. Weather: Cool.—Dan Killman,
Wolcott Theatre, Wolcott,
Ind. Pop. 778.
Northwest Passage (MGM)
Reissue. Spencer Tracy, Robert
Young, Walter Brennan. The
bigger they come the harder they
flop. This should have hit, but
was our poorest Wednesday-
Thursday in many a moon. Just
too old. They can see "flickers"
on TV for free. Played Wed.,
Thurs. Weather: Hot and dry.
—Joe and Mildred Faith, Linn
Theatre, Linn, Mo. Pop. 758.
HiUbiUy Show
The country music lovers'
golden boy, Eddy Arnold, is
in "Tennessee Plowboy," a
Universal short subject, and
Rusty Draper of "Gambler's
Guitar" fame is in another
U-I short, "Rhythms With
Rusty." I took these two shorts,
added a IJ-I Ink Spots and
Crew Cuts, a Columbia Bronco
Busters short and put them
all with a Republic Roy Acuff
hillbilly feature. Put them all
together and you've got a real
country music show that will
outdraw the big supers. I have
a special trailer made up which
does not show any scenes from
the picture and promotes the
star names and country music
jamboree. This packs them in.
In the past, I have made up
several programs like this and
they always draw. When are
the producers going to learn
that there is a tremendous
draw from the name country
music artists? The story doesn't
count much. It's the faces they
want to see and the songs they
want to hear.
OLIN EVANS
Starlit* Drive-In
Florala, Ala.
Fairview Drive-In
Evergreen, Ala.
Tribute to a Bad Man (MGM)—
James Cagney, Irene Papas, Don
Dubbins. Good western in color
and Cinemascope. James Cagney,
as usual, is a camera hound.
Business pretty good due to a
tieup with the Little League on
a benefit show basis. Played Fri.,
Sat. Weather: Cool.—Michael
Chiaventone, Valley Theatre,
Spring Valley, 111. Pop. 5,123.
PARAMOUNT
Birds and the Bees, The (Para)
—George Gobel, Mitzi Gaynor,
David Niven. Good enough to run
for average business. No splash
at the boxoffice. One thing that
is needed and wanted badly on
our screen is a rousing comedy.
The patrons enjoy a good laugh.
Played Thurs., Fri., Sat. Weather:
Good.—Leonard J. Leise, Roxy
Theatre, Randolph, Neb., Pop.
1,029.
Shepherd of the Hills, The
(Para)—Reissue. John Wayne,
Betty Field, Harry Carey. Good
oldie which brought us an average
midweek. Good color and
fine on widescreen. No one hit
the Jackpot, so we managed.
Played Wed., Thurs. Weather:
Chilly.—A. Madril, La Plaza Theatre,
Antonito, Colo. Pop. 1,255.
That Certain Feeling (Para)
Bob Hope, Eva Marie Saint, Pearl
Bailey. A boxoffice disappointment.
Picture is good, but Hope is
fast losing his appeal. So is Crosby.
Played Sun.-Thurs. Weather:
Warm.—Jim Fraser, Auditorium
Theatre, Red Wing, Minn.
RKO RADIO
Tennessee's Partner (RKO)
—John Payne, Rhonda Fleming,
Ronald Reagan. A very good western
in Cinemascope, which
pleased all, including the women,
so it must not have been too
rough and brutal. Played Sun.,
Mon., Tues. Weather: Good.—B.
Berglund, Trail Theatre, New
Town, N. D. Pop. 1;200.
REPUBLIC
Come Next Spring (Rep)—Arm
Sheridan, Steve Cochran, Walter
Brennan. A good down to earth
story that should get by in small
towns and rural areas. They did
not come out to see this, and
business was below normal, but
it's a good picture and deserves
a date. Played Sun., Mon., Tues.
Weather: Rainy. — Olin Evans,
Starlite Drive-In, Florala, Ala.,
and Fairview Drive-In, Evergreen,
Ala.
I Cover the Underworld (Rep)
—Sean McClory, Joanne Jordan,
Ray Middleton. Do not let title
mislead you. If it's action you are
expecting, there is very little, and
mild at that. Played Wed.-Sat.
Weather: Cool with showers.
Harold Bell, Opera House, Coaticook.
Que. Pop. 6,341.
20th CENTURY FOX
Magnificent Matador, The
(20th-Fox) — Maureen O'Hara,
Anthony Quinn, Manuel Rojas.
Here is a Cinemascope picture
that has been hanging on that
we finally got around to playing.
It is a nice program that seemed
to please all who turned out. The
acting is very good and the bullfighting
at the end was very
good. It would surely do all right
on a double bill, either midweek
or weekend. Played midweek.
Weather: Rain.—Sam Holmberg,
Regal Theatre, Sturgis, Sask.
Man in the Gray Flannel Suit,
The (20th-Fox)—Gregory Peck,
Jennifer Jones, Fredric March. A
very good, but long, picture. Definitely
not a drawer for small
towns. Acting and cast superb.
War flashbacks very good. Story
with a touching angle. Pleases
the people that enjoy a better
class picture. Business below
average. Played Sun., Mon., Tues.
Weather: Rain.—D. W. Trisko,
Runge Theatre, Runge, Tex.
Proud Ones, The (20th-Fox)—
Robert Ryan, Virginia Mayo, Jeffrey
Hunter. I didn't see this one,
as I was out of town, but from
the looks of the gross, the picture
must have been a good draw.
Played Thurs., Fri., Sat. Weather:
Good.—W. L. Stratton, Lyric Theatre,
Challis, Ida. Pop. 728.
View From Pompey's Head, The
(20th-Fd5c)—Richard Egan, Dana
Wynter, Cameron Mitchell. We
did not give this one much chance
with our French customers, but
to our surprise. It held up well.
Would not want one every week,
but it sure is worth a good date.
Played Wed.-Sat. Weather: Fair.
—Harold Bell, Opera House,
Coaticook, Que. Pop. 6,341.
UNITED ARTISTS
Man With the Golden Arm, The
(UA)—Frank Sinatra, Kim Novak,
Eleanor Parker. Excellent
production. UA got all the take,
as they have for some time. Sinatra
very good, also rest of the
cast. Business below average this
change. Played Wed., Thurs.
Weather: Warm.—D. W. Trisko,
Runge Theatre, Runge, Tex.
Timetable (UA)—Mark Stevens,
Felicia Farr, King Calder. A
very good small budget picture in
black and white with a different
kind of story. It was enjoyed by
the adult trade. Played Fri., Sat.
Weather: Good.—B. Berglund,
Trail Theatre, New Town, N. D.
Top Banana (UA) — Phil
Silvers, Rose Marie, Danny
Scholl. We have had this picture
under contract for some time
and had hesitated to play it, due
to bad reviews and comments.
Upon hearing that it had been
sold to TV, we requested a cancellation,
but were refused. (We
had "Trapeze" booked the next
week.) So we played "Top
Banana," and, of course, it was
terrible. Never can we remember
having so many walkouts or so
many bad comments. Next week
we play "Trapeze," but I doubt if
it will rpake up for the disgust we
and our patrons felt after our
engagement of Broadway's supermusical,
"Top Banana." Played
Tues., Wed. Weather: Cool.—Dan
Killman, Wolcott Theatre, Wolcott,
Ind. Pop. 778.
Love ThafMan!
Lone Ranger, The (WB)
Clayton Moore, Jay Silverheels,
Lyie Bettger. Love that man!
Biggest weekend in 18 months!
Best Warner picture gross in
two years! Men, women and
kids all went for the "Ranger,"
a good picture. Swell business
and excellent concession sales.
Played against 4-H days and
Lion's talent play and yet we
had the unusual full houses
and ran a matinee on Saturday,
our first ever to good business.
A small town natural, a
flop in the big houses and a life
saver here in the sticks. Even
weekly TV programs did not
hurt the Ranger. Can we have
more, Warners?
KEN CHRISTIANSON
Roxy Theatre
Washburn, N. D.
UNIVERSAL-INTERNAT'L
Backlash (U-D—Richard Widmark.
Donna Reed, John Mclntyre.
Here is an above-average
western with good cast, color and
story. Drew good average business
(which is mighty low in
these drouth-stricken areas).
Played Thurs., Fri., Sat. Weather:
Good. — Leonard J. Leise, Roxy
Theatre, Randolph, Neb.
Creature Walks Among Us, The
(U-D—Jeff Morrow, Rex Reason,
Leigh Snowden. A sciencefiction
picture that was sold at
(Continued on following page)
BOXOFFICE BookinGuide : : October 20. 1956 II

,
54.117
Dee
Feb
SHORTS
CHAM
ihort >ub|*en, Ihtad by eampony. In order ot release Running time tallows title. FIrM Is notional releaee
month, second the dote of review in BOXOFFICE. Symbol between dates is rating from BOXOFFICE
review. H Very Good. + Good. ^ Fair. — Poor. — Very Poor. Photography: Color and process as specified.
a:0
t S15-3 The Little Cut-Up (6) Sep 55
S15-4 Hep Cat Symphony (6) Sep 55
I S15-5 Little Red School Mouse
I (7) Sep 55 ....
I
515-6 Leprechaun's Gold
(10) Sep 55
S15-7 Ouacli-a-doodle Do (7) Sep 55
S15-S Teacher's Pest (7)... Sep 55
S15-9 Tarts and Flowers (7). Sep 55
. S15-10 Pleased to Eat You
(6) Sep 55
J
, S15-11 Goofy Goofy Gander
I (7) Sep 55
;
S15-I2 Saved fay the Bell (6) Sep 55
'
CASPER
CARTOONS
(Technicolor)
B15-1 Red, White & Boo (6) Oct 55 + 1-28
815-2 Boo Kind to Animals
(6) Dec 55 + 1-21
. B15-3 Ground Hog Play (6). Feb 56 + 3-17
; B15-4 Dutch Treat (6) Apr 56 -f 5-26
I B15-5 Penguin for four Thoughts
(7) Jun56 + 7-21
GRANTLAND
RICE SPORTLIGHTS
' (10) Mar 56 + 5-26
R15-4 Winter Wonder Trails
(9) Apr 56 +6-9
R15-6 Men Who Can Taka It
(9) Jun56 + 7-21
HERMAN t
KATNIP
I (Technicolor Cartoons)
: H15-1 Mousieur Herman (6) Nor 55 + 1-Zl
: H15-2 Mouseum (6) Feb 56 + 3-17
H15-3 Will Do Mousework
(6) Jun Rfi -1. 7-?i
H15-4 Mousetro Herman (6). Aug 56 + 10-13
NOVELTOONS
(Technicolor)
. P15-1 Rabbit Punch (6) Sep 55 + 12- 3
' P15-2 Little Audrey Riding Hood
• (6) Oct 55 + 12- 3
' P15-3 Kitty Cornered (6) .. Dec 55 -f 1-21
PlS-4 Sleuth but Sure (6) . Mar 56 + 5-26
May 9-15
P15-5 Swab the Duck (6) .
P15-6 Pedro & Lorenzo
. 56 4-
(6). Jul 56 -f 10- 6
POPEYE CARTOONS
(Technicolor)
: E15-1 Mister & Mistletoe (6) Sep 55 + 12- 3
: E15-2 Coos Is Tops (fii/a) . . Nov 55 + 1-21
: E15-3 A Job for a Gob (6) . Dec 55 + 1-21
: E15-4 Hlllbilling & Cooing
(6) Jan 56 + 1-21
E15-5 Popeye for President
(6) Apr 56 -4- 5-26
E15-6 0ut to Pugch (6). . .Jun 56 -f 7-21
: E15-7 Assault & Flattery (6). Jul 56 + 10-6
; E15-8 Insect to Injury (6) .. Aug 56
i
TOPPERS
t IdlS-l Three Kisses (10)... Oct 55 + 12-3
: M15-2 Reunion in Paris (10) Nov 55 + 1-28
'
M15-3 Animals a la Carte
(10) Jan 56 it 1-21
M15-4 There's Gold in Them
Thrills (10) Mar 56 - 3-31
M15-5UPS and Downs (9). May 56 + 5-26
RKO RADIO
: BROWN-KIRKWOOD REISSUES
; 63,601 Heart Troubles (16). Sep 55
: 63.602 Put Some Money in the Pot
: (17) Nov 55
DISNEY CARTOONS
(Technicolor)
54.114 Btezy Bear (7) . . . Sep 55 + 10-22
54.115 Up a Tree (7) Sep 55
54.116 Chips Ahoy (7) Feb 56 ff 4-7
Hooked Bear (7) . . Apr 56 + 4-28
1 EDGAR KENNEDY REISSUES
- 63.501 No Mori RelatifH
J (18) Sep 55
' 63,502 How to Clcai) House
: (18) Oct 55
. 63,503 Dig Hist Gold (17). Not 55
63.504 Contest Cray (17) . 55
GIL UMB REISSUES
63.301 Groan and Grunt (17) Sep 55
63.302 Bathlul Roneo (16) . Oct S5
LEON
ERROL REISSUES
63.701 Wife Tames Wolf (17) Sep 55
63.702 Dad Always Pays
(18) 0ct55
63.703 Spook Speaks (19) . . Nov 55
63.704 In Room 303 (17) . . Dec 55
MY PAL REISSUES
53.201 Dog of the Wild (21) Oct 55
63.202 Pal, Canine Detective
(22) NoiSS
RAY WHITLEY REISSUES
63.401 Musical Bandit (16) Oct 55
63.402 Bar Buckaroos (16) . Dec 55
SCREENLINERS
64.202 Black Cats and Broomsticks
(8) Oct 55 + 12-10
64.203 Make 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 + 4-28
(8) Apr 56+ 4-28
64,21(1 Phonies Beware (8). May 56 +7-7
64.209 Merchandise Mart
64.211 Emergency Doctor
(8) Jun 56+ 9-15
64.212 Law & The Ub (8) . .Jul 56 + 9-15
SPECIALS
63.102 Golden Glamour (15). Oct 55 + 12-10
63.103 Sentinels in the Air
(15) Feb 56 + 4-7
63.104 Golden Equator (13) Mar 56 + 4-28
SPORTSCOPES
64.303 Bonefish and Barracuda
(8) Oct 55 + 12-10
64.304 Canadian Carnival (8) Nov 55 -j- 1-14
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 + 4-7
64.308 Canadian Lancers
(8) Mar 56 + 4-28
64.309 Striper Time (9).. Apr 56+ 4-28
64.310 Races to Remember
(8) May 56 +6-9
64.311 Four Minute Fever
(9) . Jun 56 ±7-7
(1956-57)
74,301 Aqua Babes (9) . . . .Aug 56 + 9-15
SPORTS
SPECIALS
63.901 Football Headliners
(15'/2) Dec 55 + 1-14
63.801 Basketball Headliners
(15) Apr 56 + 5-26
Ik
WILDLIFE
ALBUM
(Technicolor)
63.001 The Whitetail Buck
(27V2) Oct 55 + 11-12
20th
CINEMASCOPE
CENTURY-FOX
SPECIALS—COLOR
7601-S Lady of the Golden Door
(9) Jan 56
7602-6 A Thoroughbred Is Born
(9) Jan 56+ 4-21
7603-4 Adventure in Capri
(9) Feb 56+ 4-21
7608-3 Land of the Bible
(21) Apr 56
7605-9 Hunters of the Sea
(9) May 56
7609-1 The Dark Wave (23) Jun 56 ff 6-9
7607-5 Cowboys of the Maremma
(9) Jun 56
TERRYTOONS
(Technicolor)
5601-0 The Clockmakcr's Dog
(7) Jan 56 4-a
5602-8 Miami Maniacs (7) . 56 + 5-26
5603-6 Hep Mother Hubbard
(7) Mar 56 + S-26
5604-4 Batflini Bunnies (7) Apr 56
TERRYTOON-CINEMASCOPES
(Technicolor)
5631-7 Park Avenue Pussycat Jan 56 ....
56320 Uranium Blues (7). Feb 56+ 4-28
5633-3 Scouts to the Rewue
a> Mer56± 5-26
5634-1 Oceans of Love (7) Apr 56
5636-8 Lucky Dof (7) .... May 56
5636-6 Polici Deaiad (7).. Jun 56
TERRYTOON TOPPERS
(Technicolor
Reissues)
5605-1 Wolfs Pardon (7) May 56
5606-9 Felix the Fox (7).. Jun 56
UNIVERSAL-INTERNATIONAL
CINEMASCOPE FEATURETTE
(Technicolor)
2600 The Nat "King" Cole
Musical Story (18) H 12-10
COLOR PARADE
2672 Fighters of the Lakes
(9) Jan 56
2673 Blue Coast (9) Feb 56 ^ 1-28
2674 Queens of Beauty (10) Apr 56 + 3-31
2675 Olympic City (9) .... May 56 + 4-7
2676 Invitation to New York
(9"/2) Jul 56 ±7-7
MUSICAL FEATURETTES
2653 Lionel Hampton & Herb
Jeffries (15) Jan 56 + 2-18
2654 Tennessee Plowboy (13) Feb 56
2655 Around the World Review
(16) Mar 56 + 3-31
2656 Mills Brothers on Parade
(16) Apr 56 +6-9
26.57 Cool & Groovy (15) . . May 56 + 6-9
2658 Rhythms With Rusty
(15) Jun 56
2659 Mirth & Melody (15). Jul 56+ 9-15
2660 Bright & Breezy (16). Aug 56
VARIETY
VIEWS
2691 Alert to Danger (9).. Jan 56 +6-9
2692 Brooklyn Goes to Paris
(9) . Feb 56 ± 4- 7
2695 Everybody Dances (9) . .Jul 56 ++ 10- 6
2696 Screwball Sports (9). Aug 56 ± 9-15
WALTER LANTZ CARTUNES
(Technicolor)
2612 Pigeon Holed (6) Jan 56 + 3-3
2613 After the Ball (6) Feb 56 + 3-3
2614 Get Lost (6) Mar 56
2615 Ostrich Egg and I (6) Apr 56 + 4-7
2616 Chief Charlie Horse
(6) May 56 + 3-31
2617 Room and Wrath (6) . .Jun 56 ± 7-7
2618 Woodpecker From Mars
(6) . Jul 56 + 7-7
2619 Hold That Rock (6) .. Jul 56
2620 Talking Dog (6) Sep 56
2621 Calling All Cuckoos
(6) Sep 56+ 9-15
2622 Niagara Fools (6) Oct 56
2623 Arts & Flovrers (6) .. Nov 56 + 10-13
WALTER
UNTZ REISSUES
2631 Dog Tax Dodgers (7) Feb 56
2632 Playful Pelican (7).. Mar 56
2633 Wet Blanket Policy (7) Apr 56
2634 Scrappy's Birthday
(7) May 56
2635 Wild tt Woody (7).. Jun 56
2636 Drooler's Delight (7). Jul 56
WARNER BROS.
3910 24-Hour Alert (30) U. S. Ah
Force Short (3 reels) H 12-31
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 Mousemerized Cat (7) Nov 55
3305 Foghorn Leghorn (7) Dec 55
3306 Bone, Sweet Bone (7) Jan 56
BUGS BUNNY SPECIALS
3723 Knight- Mare Hare (7) Oct 55
3724 Roman Legion- Hare
(7) Nov 55 +
3725 Rugs Bonnets (7) Jan 56 +
3726 Broomstick Bunny (7) . Feb 56 -f-
3727 Rabbitson Crusoe (7) . .Apr 56
CLASSICS OF THE SCREEN
3101 Small Town Idol (29). Sep 55
3102 It Happened to You
(18) Dec55 ++
3103 Do« In the Orchard
(20) MsfSS
COLOR
SPECIALS
3001 Movicland Ma«lc (19). Oct 55
1-28
3-31
4-a
2-25
3002 Golden Tomorrow (17) . Hoe 55 + 1- 7
3003 Behind the Big Top
(18) Dec 55
3004 They Seek Adventure
(19) Jan 56 + 3-17
3005 Out of the Desert (19) Feb 56 3006 Copters tc Cows (17) Mar 56 H 3-31
4-a
. .
JOE McDOAKES COMEDIES
3401 So You Want to be a Vice-
President (10) Oct 55 + 12-31
3402 So You Want to be a
Policeman (10) Dee 55 + 1-28
3403 So You Think the Grass
Is Greener (10) 56 + Jan 3-31
3404 So You Want to Be
Pretty Mar 56 + *-a
MELODY MASTER BANDS
(Reissues)
3803 Ozzie Nelson & Orch.
(10) Dec 55
3804 Carl Hoff & Band (10) Feb 56
3805 Borrah Minevitch (10) .Apr 56
MERRIE MELODIES—LOONEY TUNES
(Technicolor)
3701 Dime to Retire (9).. Sep 55
3702 Speedy Gonzales (7).. Sep 55
3703 Two Scents Worth (7) Oct 55 +
3704 Red Riding Hoodwinked
(7) Oct 55
3705 Heir Conditioned (7) .. Nov 55
3706 Guided Muscle (7) Dec 55
3707 Pappy's Puppy (7) Dee 55
. . .
3708 One Froggy Evening
(7) Jan 56
3709 Too Hop to Handle
(7) Jan 56
3710 Weasel Stop (7) Feb 56
3711 High & Flighty (7).. Feb 56
3712 Rocket Squad (7) Mar 56
3713 Tweet & Sour (7) Mar 56
3714 Heaven Scent (7) Mar 56
3715 Mixed Master (7).... Apr 56
3716 Gee Whiz-z-z-i (7) . .
May 56

—
—
—
—
r
H
ALLIED ARTISTS
I^H Skabenga (AA)—Documentary.
^^V Doubled this color jungle documentary
with "Toughest Man
Alive" (AA) for a nice weekend.
^^ Trailers sold this one. As long as
"ZM AA plays ball with us, we'll do
okay. Played FrL, Sat. Weather:
Ciold.—A. Madril, La Plaza Theatre,
Antonito, Colo. Pop. 1,255.
I
BUENA VISTA
Littlest Outlaw, The (BV)—
Pedro Armendariz, Joseph Calleia,
Rodolfo Acosta. Good average
gross on an acceptable pictm-e,
generally. Disney's shows
are always family-appealing,
which is a known fact by the
public. We desperately need good
family pictures. Played Thurs.,
Fri., Sat. Weather: Good.—
Leonard J. Leise, Roxy Theatre,
Randolph, Neb. Pop. 1,029.
COLUMBIA
Jubal (Col)—Glenn Ford, Ernest
Borgnine, Rod Steiger. This
is the kind of picture that will
keep the exhibitor in business.
It is better than "Shane." Did
very well at the boxoffice and
made good profit. Played Tues.,
Wed., Thurs. Weather: Okay.
W. L. Stratton, Lyric Theatre,
Chains, Ida. Pop. 728.
Last Frontier, The (Col)—
Victor Mature, Guy Madison,
Robert Preston. Horse cavalry
and Indians in Technicolor. This
time there's more of what goes
on inside the fort and less of
what goes on outside. Plenty of
friction between the colonel and
everyone else, but it finally gets
the grease job and all's well that
ends well. Played Thurs., Sat.
Weather: Undecided.—Lew Bray
jr., Queen Theatre, McAllen,
Tex. Pop. 26,000.
Long Gray Line, The (Col)—
Tyrone Power, Maureen O'Hara,
Robert Francis. Boys, this is a
real good picture, one of the
most talked of pictures that I
have played for a long time. It
is a long picture, but not a person
moved from his seat until
the end came on the screen. Busy
harvesting kept the boxoffice
down, but I still ran over average.
Played Fri., Sat. Weather: Warm.
—^F. L. Murray, Strand Theatre,
Spiritwood, Sask. Pop. 355.
Ten Wanted Men (Col)—Randolph
Scott, Jocelyn Brando,
Richard Boone. Just fair-tomiddlin'.
I missed it. So did a lot
of my western fans. TV probably
had newer and better product.
Played Tues., Wed. Weather:
Okay.—Frank Sabin, Majestic
Theatre, Eureka, Mont. Pop. 929.
« METRO-GOLDWYN-MAYER
Fastest Gun Alive, The (MGM)
K
V" —Gleim Ford, Jeanne Grain,
B- Broderick Crawford. Here is a
•^
picture loaded with suspense and
^ii'iik * ^^'y surprising ending. Glenn
Ford's performance^ is excellent
and Russ Tamblyn's musical
number is worth the price of
admission. For some reason, this
failed to click here and business
was only fair. Played Thurs., F^i.,
Sat. Weather: Cool.—Dan Killman,
Wolcott Theatre, Wolcott,
Ind. Pop. 778.
Northwest Passage (MGM)
Reissue. Spencer Tracy, Robert
Young, Walter Brennan. The
bigger they come the harder they
flop. This should have hit, but
was our poorest Wednesday-
Thursday in many a moon. Just
too old. They can see "flickers"
on TV for free. Played Wed.,
Thurs. Weather: Hot and dry.
—Joe and Mildred Faith, Linn
Theatre, Linn, Mo. Pop. 758.
Hillbilly Show
The country music lovers'
golden boy, Eddy Arnold, is
in "Tennessee Plowboy," a
Universal short subject, and
Rusty Draper of "Gambler's
Guitar" fame is in another
U-I short, "Rhythms With
Rusty." I took these two shorts,
added a V-I Ink Spots and
Crew Cuts, a Columbia Bronco
Busters short and put them
all
with a Republic Roy Acuff
hillbilly feature. Put them all
together and you've got a real
country music show that will
outdraw the big supers. I have
a special trailer made up which
does not show any scenes from
the picture and promotes the
star names and country music
jamboree. This packs them in.
In the past, I have made up
several programs like this and
they always draw. When are
the producers going to learn
that there is a tremendous
draw from the name country
music artists? The story doesn't
count much. It's the faces they
want to see and the songs they
want to hear.
OLIN EVANS
Starlite Drive-In
Florala, Ala.
Fairview Drive-In
Evergreen, Ala.
Tribute to a Bad Man (MGM)—
James Cagney, Irene Papas, Don
Dubbins. Good western in color
and Cinemascope. James Cagney,
as usual, is a camera hound.
Business pretty good due to a
tieup with the Little League on
a benefit show basis. Played Fri.,
Sat. Weather : Cool.—Michael
Chiaventone, Valley Theatre,
Spring Valley, 111. Pop. 5,123.
PARAMOUNT
Birds and the Bees, The (Para)
^George Gobel, Mitzi Gaynor,
David Niven. Good enough to run
for average business. No splash
at the boxoffice. One thing that
is needed and wanted badly on
our screen is a rousing comedy.
The patrons enjoy a good laugh.
Played Thurs., Fri., Sat. Weather:
Good.—Leonard J. Leise, Roxy
Theatre, Randolph, Neb., Pop.
1,029.
Shepherd of the Hills, The
(Para)—Reissue. John Wayne,
Betty Field, Harry Carey. Good
oldie which brought us an average
midweek. Good color and
fine on widescreen. No one hit
the jackpot, so we managed.
Played Wed., Thurs. Weather:
Chilly.—A. Madril, La Plaza Theatre,
Antonito, Colo. Pop. 1,255.
That Certain Feeling (Para)
Bob Hope, Eva Marie Saint, Pearl
XHIBITOR HAS HIS SAY
lABOUT PICTURES)
Bailey. A boxoffice disappointment.
Picture is good, but Hope is
fast losing his appeal. So is Crosby.
Played Sun. -Thurs. Weather:
Warm.—Jim Fraser, Auditorium
Theatre, Red Wing, Minn.
RKO RADIO
Tennessee's Partner (RKO)—
—John Payne, Rhonda Fleming,
Ronald Reagan. A very good western
in Cinemascope, which
pleased all, including the women,
so it must not have been too
rough and brutal. Played Sun.,
Mon., Tues. Weather: Good.—B.
Berglund, Trail Theatre, New
Town, N. D. Pop. 1;200.
REPUBLIC
Come Next Spring (Rep)—Ann
Sheridan, Steve Cochran, Walter
Brennan. A good down to earth
story that should get by in small
towns and rural areas. They did
not come out to see this, and
business was below normal, but
it's a good picture and deserves
a date. Played Sun., Mon., Tues.
Weather: Rainy. — Olin Evans,
Starlite Drive-In, Florala, Ala.,
and Fairview Drive-In, Evergreen,
Ala.
I Cover the Underworld (Rep)
—Sean McClory, Joanne Jordan,
Ray Middleton. Do not let title
mislead you. If it's action you are
expecting, there is very little, and
mild at that. Played Wed.-Sat.
Weather: Cool with showers.
Harold Bell, Opera House, Coaticook.
Que. Pop. 6,341.
20th CENTURY FOX
Magnificent Matador, The
(20th-Fox) — Maureen O'Hara,
Anthony Quinn, Manuel Rojas.
Here is a Cinemascope picture
that has been hanging on that
we finally got around to playing.
It is a nice program that seemed
to please all who turned out. The
acting is very good and the bullfighting
at the end was very
good. It would surely do all right
on a double bill, either midweek
or weekend. Played midweek.
Weather: Rain.—Sam Holmberg,
Regal Theatre, Sturgis, Sask.
Man in the Gray Flannel Suit,
The (20th-Fox)—Gregory Peck,
Jennifer Jones, Fredric March. A
very good, but long, picture. Definitely
not a drawer for small
towns. Acting and cast superb.
War flashbacks very good. Story
with a touching angle. Pleases
the people that enjoy a better
class picture. Business below
average. Played Sun., Mon., Tues.
Weather: Rain.—D. W. Trisko,
Runge Theatre, Runge, Tex.
Proud Ones, The (20th-Fox)
Robert Ryan, Virginia Mayo, Jeffrey
Hunter. I didn't see this one,
as I was out of town, but from
the looks of the gross, the picture
must have been a good draw.
Played Thurs., Fri., Sat. Weather:
Good.—W. L. Stratton, Lyric Theatre,
Challis, Ida. Pop. 728.
View From Pompey's Head, The
(20th-Fdk)—Richard Egan, Dana
Wynter, Cameron Mitchell. We
did not give this one much chance
with our French customers, but
to our surprise, it held up well.
Would not want one every week,
but it sure is worth a good date.
Played Wed.-Sat. Weather: Fair.
—Harold Bell, Opera House,
Coaticook, Que. Pop. 6,341.
UNITED ARTISTS
Man With the Golden Arm, The
(UA)—Frank Sinatra, Kim Novak,
Eleanor Parker. Excellent
production. UA got all the take,
as they have for some time. Sinatra
very good, also rest of the
cast. Business below average this
change. Played Wed., Thurs.
Weather: Warm.—D. W. Trisko,
Runge Theatre, Runge, Tex.
Timetable (UA)—Mark Stevens,
Felicia Farr, King Calder. A
very good small budget picture in
black and white with a different
kind of story. It was enjoyed by
the adult trade. Played Fri., Sat.
Weather: Good.—B. Berglund,
Trail Theatre, New Town, N. D,
Top Banana (UA) — Phil
Silvers, Rose Marie, Danny
Scholl. We have had this picture
under contract for some time
and had hesitated to play it, due
to bad reviews and comments.
Upon hearing that it had been
sold to TV, we requested a cancellation,
but were refused. (We
had "Trapeze" booked the next
week.) So we played "Top
Banana," and, of course, it was
terrible. Never can we remember
having so many walkouts or so
many bad comments. Next week
we play "Trapeze," but I doubt if
it will ipake up for the disgust we
and our patrons felt after our
engagement of Broadway's supermusical,
"Top Banana." Played
Tues., Wed. Weather: Cool.—^Dan
Killman, Wolcott Theatre, Wolcott,
Ind. Pop. 778.
Love ThafMan!
Lone Ranger, The (WB)
Clayton Moore, Jay Silverheels,
Lyle Bettger. Love that man!
Biggest weekend in 18 months!
Best Warner picture gross in
two years! Men, women and
kids all went for the "Ranger,"
a good picture. Swell business
and excellent concession sales.
Played against 4-H days and
Lion's talent play and yet we
had the unusual full houses
and ran a matinee on Saturday,
our first ever to good business.
A small town natiual, a
flop in the big houses and a life
saver here in the sticks. Even
weekly TV programs did not
hurt the Ranger. Can we have
more, Warners?
KEN CHRISTIANSON
Roxy Theatre
Washburn, N. D.
UNIVERSAL-INTERNAT'L
Backlash (U-D—Richard Widmark,
Donna Reed, John Mclntyre.
Here is an above-average
western with good cast, color and
story. Drew good average business
(which is mighty low in
these drouth-stricken areas).
Played Thurs., Fri., Sat. Weather:
Good. — Leonard J. Leise, Roxy
Theatre, Randolph, Neb.
Creature Walks Among Us, The
(U-I)—Jeff Morrow, Rex Reason,
Leigh Snowden. A sciencefiction
picture that was sold at
(Continued on following page)
4
I
BOXOFFICE BookinGuide : : October 20, 1956 II

'
a
on
EXHIBITOR HAS HIS SAY
(Continued from preceding page)
price that even on poor business,
it managed to make a slight
profit. Not a bad picture.—W. L.
Stratton, Lyric Theatre, Challis,
Ida. Pop. 728.
Kiss of Fire (U-D—Jack Balance,
Barbara Rush, Rex Reason.
A kiss is a wonderful sport in
which to engage, but in the titles
of pictures, it means kiss of
death, so I changed this to "Shot
of Fire" and opened the gate for
the stampede. Well, they didn't
stampede, but they came out in
satisfactory numbers to make the
change profitable. Oh, yes, the
passengers in the first car that
drove up looked at the attraction
board and said, "I thought
'Kiss of Fire' was on." I give up
Played Pri., Sat.—Olin Evans,
Starlite Drive-In, Plorala, Ala.,
and Pairview Drive-In, Evergreen,
Ala.
Running: Wild (U-D—WUliam
Campbell, Mamie Van Doren,
Keenan Wynn. Combination of
'•Blackboard Jungle" and "Teenage
Crime Wave." Are these underaged
hooligans or overaged
juvenile delinquents? Played
Thurs., Sat. Weather: Mild.—Lew
Bray jr..
Queen Theatre, McAUen,
Tex. Pop. 26,000.
World In My Comer (U-D—
Audie Murphy, Barbara Rush,
Jeff Morrow. We should know
better. Boxing just will not go
here. This is the first time Audie
has ever let us down. It's a good
show, but just not for Liim.
Played Wed., Thurs. Weather:
Hot and dry.—Joe and Mildred
Faith, Liim Theatre, Linn, Mo.
WARNER BROS.
Blood AUey (WB) — John
Wayne, Lauren Bacall, Paul Fix.
John Wayne and old faithful
paddle-wheeler are running Chinese
refugees instead of guns
down the Formosa strait to good
Capitalistic fre«dom, while Lauren
is along for sultry kicks in a
coolie costume with the fiery
disposition and soft voice. Played
Thurs., Sat. Weather: Mild.—
Lew Bray jr., Queen Theatre,
McAllen, Tex. Pop. 26,000.
Did 140 Per Cent
The picture "Klii«r of Fear"
went over well here and I had
good houses both nights. Business
above average. Up in this
part of the country very few
people liave ever seen a real
circus and I guess that helped.
Anyway, business was about
140 per cent and everybody was
satisfied, including your truly.
F. L. MURRAY
Strand Theatre
Spiritwood, Sask.
Conrt-Martial of Billy MitcheU,
The (WB)—Gary Cooper, Ralph
Bellamy, Charles Bickford. Good
show, but too much competition
from local dance hall both
nights. And Warners' price on It
didn't help us either, so we Just
broke even. Played Sun., Mon.
Weather: Pair.—A. Madril, La
Plaza Theatre, Antonlto, Colo.
Helen of Troy (WB)—Rosanna
Podesta, Jack Sernas, Sir Cedrlc
Hardwlcke. An excellent picture
from all angles. Pleased all who
saw it, but my crowds are getting
pretty small. Managed to do
a little more than break even.
Played Tues., Wed., Thurs.
Weather: Good.—W. L. Stratton,
Lyric Theatre, Challis, Ida. Pop.
728.
New York Confidential (WB)—
Broderick Crawford, Richard
Conte, Marilyn Maxwell. Not for
kids. Adults liked it, but too few
showed up.

An Interpretive analysis of lay and tradepress reviews. The plus and minus signs Indicate
degree of merit. Listings cover current reviews, updated regularly. This deportment serves
also OS on ALPHABETICAL INDEX to feature releoses. Symbol U denotes BOXOFFICE
Blue Ribbon Award Winner. Photography: © Color; g CinemaScope; V: VistoVision; s Superscope;
(g) h4aturtm

REVIEW DIGEST tt Very Good; + Good; - Fair; — Poor; = Very Poor. In the summary 4+ ij rated 2 pluses, = as 2 minutes.
8

. calibre
'
of
—
Opinions on Current Productions
^^^B Symbol ® dcnetei color photography; ® It CinomoSeopo; (S) VIstoVlilon;
The Silent World F
Ratio: Undersea Dotumentary
1.85-1 O
5v Columbia (122)
86 Minutes Rel.-
an
Unquestionably the finest undersea adventure picture ever
produced, this feature-length documentary made by Capt.
Jacques-Yves Cousteau and Louis Malle is superb art house
fare, which should eventually make a strong supporting
dualler in any type of theatre. Although marquee value is
lacking, the highly favorable reviews and word-of-mouth,
plus its three weeks of TV promotion on "Omnibus," will
create great want-to-see potential generally. Winner of the
1956 Cannes Festival top award, the picture has been a big
boxoffice attraction abroad and, in the U. S., young and old
alike will be fascinated by this account of oceanographic exploration
on and below the surface of the sea. Filmed In
Technicolor, the hues of the flora and fauna in the ocean's
floor are indescribably beautiful and all these sequences,
photographed at depths of from 80 to 150 feet, have an
eerie quality. The on-the-surface highlights include some
amazing shots of porpoises making tremendous leaps out
of the water, the largest school of whales ever sighted and
photographed and, for gory thrills, the sight of the ship's
propellers striking a baby whale, which is instantly attacked
and torn to shreds by razor-toothed sharks.
Jacques-Yves Cousteau, Louis Malle, Frederic Dumas
and the divers and crew of the Calypso.
ivn
Secrets of Liie
Ratio:
1.S5-1
Buena Vista ( )
70 Minutes Rel.-
Documentary
O
After seeing this, li'l Elmer will encounter less difficulty
in understanding what his father must inevitably tell him
about the birds and the bees. For while this entry in Walt
Disney's True-Life Adventure series does not treat with all
of the facts of life, it nonetheless projects an engrossmg
insight into the irresistible urge of all of nature's creatures,
to propagate their respective species. It is all dene with
the artistry, fascination and excellent taste that down
through the years have been an earmark of Disney's output
—whether it stems from the ink pot or the more exacting
camera lens. Let not the impression be created that the
subject is designed for the youthful. It will have comparable
appeal to more mature theatregoers. Whether the picture is
as enthusiastically received as its two predecessors, "Nature's
Half Acre" and "The Living Desert"—both Academy Award
winners—will probably depend upon individual tastes. The
offering is, of course, not designed to be single billed; but
as a companion piece, it is amply endowed to accord excellent
entertainment and substantial magnetism to any program.
In many situations, playing the offering along with "Cow
Dog," a superior 20-minute Disney featurette with which
it is being offered in tandem—will prove profitable. Ben
Sharpsteen produced.
Calling Homicide F ^
Allied Artists (5624) 61 Minutes Rel. Sept. 30, '56
"Dragnet," the inexplicably popular television show, the
general technique of which is not dissimilar to that employed
in this interest-commanding murder mystery, customarily
limits each chapter to one crime. Herein, there are
no less than three heinous story threads—blackmail, murders
and the baby adoption racket. So, through the application
of a mathematical appraisal, it should prove thrice as
appealing as one of above-mentioned video entries. It is
the third picture in which Bill Elliott is starred as the
indomitable lieutenant of the Los Angeles sheriff's department,
which role he initiated when he deserted his
boots and saddle to don mufti and take after more urban
wrongdoers. His performance, while characteristically deadpan,
is acceptable In the part he essays. To give the offering
more substance than its pair of predecessors is the supporting
cast which was wisely selected and from which
comes several convincing and sincere performances. Edward
^y Bernds both wrote and directed, admirably on both counts,
00:"^ while Ben Schwalb, who can extract more from a budgetary
Cij/ buck than most filmmakers, produced and came up with a
feature that is strongly endowed to perform yeoman service
In the supporting niche on any program.
Bill Elliott, Don Haggerty, Kathleen Case, Myron Healey,
Jeanne Cooper, Thomas B. Henry, Lyle Talbot.
f
^EATURE REVIEWS
Suporscopo. For story synopilt on oocb picturo, ••• rorono «M«.
Ratio: War Drama
Between Heaven and Hell
2.55-1 ©
20th-Fox (621-3) 94 Minutes Rel. Oct. '56
Another grim and forceful war drama which depicts some
American officers in a cowardly and unfavorable light, this
Cinemascope film is powerful stuff, if not up to the high
of the current "Attack!" However, the name value
cod
Robert Wagner, a favorite with younger fans, plus the
addition of a few romantic flashbacks with Terry Moore,
should result in generally strong business. Based on a bestselling
novel, "The Day the Century Ended," the production
was partly filmed in the Hawaiian Islands, which gives the
Korean War scenes great realism and. director Richard
Fleischer has neatly integrated the battle action with the
pre-war flashbacks, which show the young hero as a wealthy
Southerner who lords it over his sharecroppers. His war
experiences give him a more tolerant and friendly attitude
toward his workers. Wagner is convincing as the landowner
and this role increases his acting stature. Broderick Crawford
is superb as a brutish, scared captain of an isolated
group of misfits and Buddy Ebsen is natural, amusing and
exactly right as the farm boy who befriends Wagner and
makes him a human being. Another striking bit is contributed
by Tod Aadrews, as a panic-stricken officer.
Robert Wagner, Terry Moore, Broderick Crawford, Robert
Keith, Buddy Ebsen, Harvey Lembeck, Tod Andrews.
Man From Del Rio
F
F
Ratio:
1.85-1
Western
United Artists (5643) 82 Minutes ReL Oct. '56
Suspense closely akin to that of "High Moon," a socko
surprise finish, excellent characterization by Anthony Quinn
and another standout performance by Katy Jurado are
exploitable assets of this western. It is by far one of the
better sagebrushers of the year, and even though it is in
black and white, exhibitors should not hestitate to bill it as
tops on any action program. Quinn is appearing in his
first straight western and creates a memorable character in
his portrayal of the outcast Mexican who craves public approval,
but finds he cannot win it by his gun, even though
it is one of the fastest In the southwest. Katy Jurado's
many other triumphs since her appearance in "High Noon,"
) including her recent role in "Trapeze," will help sell this
feature. Other well-known names in the cast include Peter
Whitney, in the role of the saloon-keeper and ex-gunman
who terrorizes Mesa, and Guinn "Big Boy" Williams, one of
the gunmen employed by Whitney. Richard Carr wrote the
story and the screenplay, while Harry Horner contributed
outstanding direction to the Robert L. Jacks production.
Effective musical keying was by Frederick Stelner.
Anthony Quinn, Katy Jurado, Peter Whitney, Douglas
Fowley, John Larch, Guinn "Big Boy" Williams.
The White Squaw
F
Ratio:
1«5-1
Western
Columbia (116) 72 Minutes Bel. Nov. '56
In this day when the comparatively modestly budgeted
sagebrushers are treated to color or a semblance of spectacle
or a marquee-magnetic cast—and sometimes all three—it Is
virtually impossible to find any reason for making this woefully
dated western. Any small merit that the basic plot
that hoary one about the war over grazing land between the
white ranchers and the Injuns—might have boasted was
quickly buried in a cascade of cliche situations, each one of
which telegraphs its intent and development long before it
appears on the screen. Against this hurdle of stereotyped
scripting, the cast, certainly light enough in name value to
begin with, proves completely helpless. In fact, so wooden
are performances that the spectator could easily suspect
that the Indians might have been recruited from the fronts
of yesteryear's cigar stores. Nor is the troupers' plight alleviated
by the mallet-fisted direction of Ray Nazarro or
the obviously frugal production values with which Wallace
MacDonald endowed the offering. It can hope for no exhibition
consideration other than in the basement spot of the
least consequential double bills.
David Brian, May Wynn, William Bishop, Nancy Hale,
William Leslie, Myron Healey, Robert C. Ross.
Tho reviews on Hieso pages moy be filed for future rcfererwe In ony of the following woys: (1) In ony standard three-ring
loose-leaf binder; (2) Individually, by company. In any standard 3x5 card Index file; or (3) In the BOXOFFICE PICTURI
GUIDE three-ring, pocket-size binder. The latter, Includhtg year's supply of booking and daily business record sheet!,
nav be obtained from Associated PubllcatioM, tU Vaa Brunt Blvd., Kansas City 24, Ma., for SI .00, postage pmld.
2022
BOXOFFICE BookinGuide : : October 20, 1956 2021

FEATURE REVIEWS Story Synopsis; Exploitips; Adlines for Newspaper and Prograr
THE STORY:
"Between Heaven and HeD" (20th-Fox)
. Robert Wagner, a wealthy Southerner adopts a feudal
attitude toward his sharecroppers, to the dismay of his
;i young bride, Terry Moore. When World War II breaks out,
[ Wagner and many of his croppers are thrown together and
he grows to Uke them, to the extent that he beats up a
I!
fellow -officer who becomes panic-stricken and accidentally
kills his new pals. Wagner is demoted and sent to a broken- 1
I
down company headed by Broderick Crawford, a tough and
disagreeable captain who gives Wagner a dangerous mission.
1 Aided by Buddy Ebsen, a former sharecropper who Wagner
grows to like and admire, he accomplishes the mission and,
i
although wounded, both he and Ebsen resolve to change
conditions in the South after the war.
L
^ EXPLOITIPS:
^
To attract the younger fans, play up the romantic element
between Robert Wagner and Terry Moore, both of them
-
favorites with the teenagers. Arrange for bookstore tleups
and window displays of Francis Gwaltney's best-selling novel,
'
"The Day the Century Ended," from which this was adapted.
'
Mention that Broderick Crawford won an Academy Award
'
for "All the King's Men," playing a similar disagreeable role.
2 CATCHLINES:
Themselves,
1 The Mighty Story of Men at War . . . With
With Their Women, With All Officers and. Finally, With the
Enemy.
J

i
110;
'
Box
. Modern
.
anywhere
, manpoaer
1 salary.
I op
r|rES: ISc per word, minimum S1.50, cash with copy. Four consecutive insertions tor price
^oflhree. CLOSING DATE: Monday noon preceding publication date. Send copy and
• answers to Box Numbers to BOXOFFICE, 825 Van Brunt Blvd., Kansas City 24, Mo. •
POSITIONS WANTED
.iP e. 14 years fxpt'rience project .onist, manpromotion
exploitation, buying and booklashiering.
concession manage. ess. Go anyp.
0. Box 127. Wlilney, Nevada.
.11 and operate theatres in the North. Want
Mil winter in Florida preferably near Miami.
;roiip to handle entire situation, alii buy,
erate. Write Boxoffice, 7318.
Tted^l'iisition in the f.lm Industry. If you
problem I am the answer— years
:i!riencc that counts, highly successful Ihru-
-ach phase of operation understood and
rialed. .\ge 40, intelligent, sober, excellent
iility, can adapt to situation. Executive
:
g in management and sales, entire life spent
listry with exception of service and two years
business interest. Available at once, free
or travel. Prefer Southeast or
..I. Write or wire Charles Utley, 41 Wedge
Avenue. Caroline Terrace, Charleston, S. C.
HELP WANTED
!)ressive, experienced, exploitation minded
_rr wanted. Job now open. .Apply giving
iifurmation as to experience, references and
photo. .Also house manager's job for first
iierallon. Apply, Armstrong Circuit, Inc.,
220, Bowling Green, Ohio. Phone:
1
najer wanted with conventional and drive-ln
lice. State qualifications in letter. P. 0.
1431. Bay City. Texas
: ectionlst wanted. South Florida drive-in
Permanent position, good references
i.il. lieply salary expected. Boxoffice, 7314.
;.ilesman, Young man, 25-30 years of age, with
Inlge of Theatre Supplies. Boxoffice, 7317.
rn Extra Money selling advertising specialties.
..•s, calendars. Holiday food gifts. Part-time.
,v free. Parkhurst Enterprises, Box 542-B,
iiig 3. Michigan.
Projectionist, married. Also to put up posters,
up grounds, etc. Car and gas furnished,
trailer or live on grounds free. Drive-in
vest Florida coastal city. Send photographs
letter. Hunt and fish in spare time. $150
Wife may sell tickets for $50
Tonth. Boxoffice, 7321.
POPCORN MACHINES
Popcorn machines, all maKes and styles. Iteimeiit
kettles for all poppers. Complete rernient
unit fits most machines, $185. 120
llalsied. Chicago. III.
Used Popcorn Kettles, all makes, guaranteed
iris From machines traded in on our New
Beautiful Star Machines, with auto-
' seasoning pumps, just press the button.
AC you from $200-$500 and give you a better
ine. Let's talk trade, will give you deal of
:ime. Tell us what you have. Ask for Pictures.
Sreamro Hot Dog Machines, three sizes. Five
:e wo, id's largest sellers. Everything in lunch
Utment. IVirty years in this business. Klinkel
iK'o.n Machine Company, .\lbion, Michigan.
THEATRE TICKETS
Prompt Service. Special printed roll tickets.
"."••0. j:!i.95: lO.nno. $9 90: 2.000. $5.70.
i-ti ciiaiige in admission price, including change
nilor. $1.00 extia. Double numbering extra.
" K. Kansas City. Jlo. Cash with order.
is;is City Tieket Co., Dept II, 109 W. I8lh
Kansas City, Jlo.
EQUIPMENT WANTED
Wanted used theatre booth equipment. We dis-
^ntle. Leon Jaidosky, Jaidor Lincoln Theatre, Paris,
t^ntle.
I pay cash
(mi nm uniisiials.
umisuals.
for ol
Also 35mm, 16mm sales. Studio,
Ohio.
at 382, Lima 8,
I pay cash for old 35mm silent movies, and
GENERATE
GENERAL EQUIPMENT—NEW
termlttent movements, new surplus for Sim-
$0!) 30; DeVry $59.50: Holmes $24.50.
niatic enclosed rewinds $09.50. Dept. cc,
s. Cinema Supply Corp., 602 W. 52nd St.,
Viirfc 19
^15.95 complete 115-V intercom system north
4A/S 5V. WE. e.vcller lamps. 35c; 1.000-
•
Cl:! Mo;:-prer. $1.40: Westingliouse Redox
7.")
amps replacement units Renwond-B: enkert
firrs $89.00; Bingo standard cards 0-75
IM; 0-100 $3 50M: 5>1 lot. free delivery.
kort II. arclamps, $160.00 paT; Simplex 4-siar
ifivr comp'ete $99.00: K/2.0 lenses 4.75"
30 pa'r. Wanted, used low Intensity rectifiers.
this ad. American Theatre Supply, 2300
!. Seattle 1. Wash.
OXOFHCE :
: October 20, 1956
GENERAL EQUIPMENT—USED
Excellent coateil Projection Lenses— many
brand newl Wollcnsak 'Suniay", Series I: 2", 3",
iV>", 3%". 5", 5V4", 6", 7%"—$35 pair.
Superllle, Series 111 t coated: 2%", 3", SVi"—
$150 pr. T.ades taken. Write or telephone order
today, liepi. cc. S.U S. C.nema Supply Corporal
ion^602\V52iidStrM
Unbeatable buysl Kilm splicers $1.95: autoitKLlic
enclosed rewindcr $39.50: Western Electric
and RCA sound heads, complete, rebuilt $165
pair: 80 ampere single phase rectifiers, reconditioned
"lib twelve new tubes, $445 pair: best
values ever! What do you need? Star Cinema
Supply, 621 West 55th St., New York 19.
Arclamps galore! All good condition. Peerless
magnarcs $395 pair: Strong mngui. Brenkert enarc
$350; Forest L"T., Ashcraft E, Ballantyne $300.
Available on time. Dept. cc, S.O.S. Cinema
Supply Corp., 602 W. 52nd St., New York 19.
RCA M 1-9001 sound heads, complete with
drives, optical system, I'E cells, motor, ready to
ise, priced to sell $150 pair. Ger-Bar, Inc.,
• 42 N. Illinois, Indianapolis, Ind.
Clearance sale. Arc lamps, rectif.ers, generators,
enclosed rewinds, hand rewinds, aluminum reels,
film cabinets, film splicers, amplifiers, speakers,
lenses, etc. Wilte for bargain list and save money.
Ger-Bar, Inc., 442 N. Illinois St., Indianapolis.
Ind
Siecial on 200 theatre seats! Spring leather
-eat, wood curved back. Extra good. Fred L.
La.Mar. Alma, Kas.
Walker Screen, 12 by 15. Like new, make an
offer. Sharon Theatre. Bunker Hill, Illinois.
Looky-Looky-Looky: RCA Booth like new, complete
P0125 Sound System: RCA9030 Soundheads;
BX60 Projectors: changeovers: 18" magazines: box
bases: Ashcraft 070 Lamps, or Enarcs; 70A
Rectifiers: Elect.. Hand, Rewinds: Splicer: Cabinets
$1,790. Complete RCA PG140 Dual System, 9030
Soundheads E-7 projectors et«. $1,975. Star 46
Popcorn Machine $120; Manley 48 like new $350.
Devry portables $200. 70A Selenhim Rectifiers.
'KW rectifiers. R-2 Splicers $8. Lens $50 up.
Crtlde 3»4x4 Stereopticon $49.50. C02 Extinguishers
$10 up. Holmes Projectors 3 pt.
bases $1.50. Ballantyne Model 6 Soundheads,
speakers, amplifier $375. Wenzel Soundheads
$150. Elect. Drink Cooler $150. Wall fixtures
$3 up. Film Cabinets 75c section. Stainless syrup
tanks 3 and 4 gal. $12.50. Walky Koffee Server
$20. Strong Utility Low and Rectifiers like new
$110. Many more items not listed. Mid-South
Theat'e Supply. 502 S. Second St.. Memphis, Tenn.
For Sale— 'York Al--Condition' reasonable. Ace
Sealing Company, Phone WEB. 99328, 1140
South Wabash Avenue, Chicago 5, Illinois.
DRIVE-IN THEATRE EQUIPMENT
In-car speakers. $4.25. year warranty! 4"-unit.
sieel case, attractive blue-white finish. Set 2
speakers, junction box, $12.25. Dept. cc, SOS.
Cinema Supply Corp., 602 W. 52nd St., New
York 19
Antitheft Device for speakers gives complete
lirotection for only 57c per speaker! Exblbitorsl
Protect your speakers now against costly and
repeated losses. In use now throughout U. S.
Speaker Security Co., Dept. 623, Willow Ave
at 17th St., Iloboken, N. J.
STUDIO AND PRODUCTION
Maurer 16mm studio cameras, $5,000 value.
$1,995; Eyemo 35mm newsreel cameras, from
$99.50: .Mitchell 35mm Standard tracking camera,
$995; Houston 16mm K-3 negative/posltlve/revcrsal
Automatic film processors, unused, $5,450
value, $2,595: Moviolas from $193: Hallen
synchronous magnetic 17^mm recorder, B22.
$1,950 value. $495: Neumade RK-102 film racks
hold 102— 1,000' reels, orglnally $165 new.
$87.50: American cinematographer's handbooks,
4 price, $2.50. Dept. cc, S.O.S. Cinema Supply
Corp., 602 W. 52nd St., New Yo:k 19.
BUSINESS OPPORTUNITIES
Wanted by midwestern owner, working partner
Willi $15,000 cash to buy one half Interest in
one hundred fifty thousand dollar drive-in and
house in mid-.^est. Your cash secure if you are the
right man. Chance of lifetime if you are honest,
capable, manager, buying, booking. All correspondence
confidential. State age, family, last
ten years experience and references. Bo.xoffice,
7300.
New Production and Distribution Firm wants
State Distributors to distribute top product. Small
investment necessary. K. Gordon Murray Productions,
501 Security Building, Miami, Florida.
Drive-ln Theatres, So. W. Ga. 2 ideal loc. Xlnt.
profits. On mn. hiways. CinemaScope! 16i^ acres
land w/all bldgs ind. Compl. equip. Priced to
sell. Boxoffice, 7320.
THEATRES FOR SALE
Theatre sales! Texas, Oklahoma, Missouri,
Arkansas, Colorado, Kansas. Italpli Erwin, Licensed
Broker, 1443 South Trenton, Tulsa.
West coast theatres for sale. Write for list.
Ttieatrc Exchange, 260 Kearney St., San Francisco
S. Calf.
Owner deceased, 650 seats. Cinemascope, concessions,
best equipment. Only theatre in growing
town of 6,000 population. First run. Contact,
E. S. .McCracken, Cynthiana, Ky.
CLERfilOG HOUS{
Florida. 200- to 800-car Drive-ln Theatres
lor sale. Contact Florida Theatre Sales, 1587
.M.iin Street, Sarasota, Florida.
For sale, half 'interest in town of over 3,000
l)opu a'ion. Good family theatre, best in equipment.
W. E. Jones, Box 335. Sand Springs, Okla.
For sale by owner. 2 Kentucky drive-ins, only
tlrive-ins in their counties. Both CinemaScoped.
Good financing to acceptable party. Write, Boxiffice.
7304.
For sale or lease. 400-car drive-ln Tuscaloosa,
Ala. Write. P. 0. Bos 415, Bessemer, Ala
Oregon's fastest growing town. 440 seats, widescreen,
large parking lot. Terms. Winston,
Oregon. Paul Bender.
Outstanding opportunity in Texas, 3 drive-ins In
fast g; owing industrial city, population almost
doubled since 1950, only drive-ins in 25 miles.
Includes 27 acres of valuable land, nice home
on properly, excellent year around operation,
600, 500 and 300 speakers, paved, excellent condition.
Take 5 times 1954 or 1955 net profit
or twice net admissions for 1955. No lease. Cash
or $70,000 dowTi, balance in 8 to 12 years at
6%. Write. Boxoffice, 7313.
For Sale. Since my recent serious illness, my
doctors advise me to dispose of my five drive-ins
and nine conventional theatres. Will sell either
singly or collectively. .Appointment by letter and
In person. Manos Biterprises, Inc., Toronto, Ohio.
For Sale by owner. Near .\lton, nilnois, 600
seat theatre, building, equipment, large parking
lot. Offer wanted. Boxoffice. 7319.
For Sale or Lease. Nile Theatre, Winfleld,
Kansas. 500-seat theatre for county seat town of
11.000. Two colleges, a nice place to live. Will
sell equipment and lease building or will sell
or lease all to responsible party with small down
payment. Other business makes it impossible for
me to operate. Warren L. Weber, Midway Driveln
Theatre. Junction City, Kansas.
BUSINESS STIMULATORS
Bingo, more action! $4.50M cards. Other
games available, on-off screen. Novelty Games Co.,
106 Rogers Ave., Brooklyn. N. ¥.
Build attendance with real Hawaiian orchids.
Few cents each. Write Flowers of Hawaii, 670
S. Lafayette Park Place, Los Angeles 5, Calif.
Bingo-die-cut cards. Increase your boxoffice.
75 to 100 numbers. $4.50 per M. Best Cards.
Premium Products, 346 West 44th St., New York
36. N. Y.
For the B. 0. blues. The game to use. Movie
Sweepstakes! Horse racing on fi'm. Can be had
at no cost to you. United Productions, 208
Florida Theatre BIdg., Sarasota, Fla.
Handy
THEATRES WANTED
Wanted, 350-400 seat theatre, small town, Iowa
or northwest to lease. Option to buy if profitable.
CinemaScoped. Details, Boxoffice, 7301.
Will lease two more drive-in theatres in St.
Louis exchange. Will pay up to $1,000 per month.
Excellent showman! Will make your drive-in
pay off for you. Write details today. Boxoffice,
7323.
THEATRE SEATING
Chair supplies, parts for all chairs. Fensin
Seating. Chicago 5.
Repairing and reupholstering in your theatre.
Fensin Seating, Cliicago 5.
New spring seats for all chairs. Fensin Seating,
Chicago 5.
Patch-o-seat cement, permastone anchor cement.
Fensin Seating, Chicago 5.
Seat coverings, sewed combination, all styles.
Kensin Seating, Chicago 5.
Plastic leatherette, all colors, send sample.
Fensin Seating, Chicago 5.
Upholstery fabrics, all types, send sample.
Fensin Seating. Chicago 5.
Cash for your old theatre chairs. Fensin Seating.
Cliicago 5. 111.
Professional reupholstering. Factory trained crew.
Free estimate anywhere. For sale: 5.000 good
used chairs, all types. OGLESBY EQUIPME.NT
Co.. 20356 Grand River, Detroit. KEowood 3-8710.
Se.eral lots of late type chairs. Bargain price.
Write for exact photo. Chicago Used Chair .Mart,
829 S. Stale St.. Chicago 5, ill.
25"x26" plastic leatherette, good quality, 55i:
each. 27"x27" for spring edge, 65c each.
Chicago Used Chair Marl, 829 S. State St.,
Chicago.
Artificial leather, all colors, $1.25 per yard.
20 yards covers 60 seats, write for samples.
Commerclaleather, 116 Merrimac St., Boston.
REPAIRING
Your speakers (cones), microphones, driver-units
thorns) completely rebuilt. Western Electsonics
Co., 3311 Houston Ave., Houston 9. Texas.
THEATRES FOR RENT
For lease! Theatre, unequipped, in soiithwestero
Idaho town approximately 20.000 population.
Straight percentage rental, no minimum. Culpable
handling 700 seats. Ideal operation for family.
.\'o Investment other than equipment and furnish-
Ings Boxoffice, 7302.
For Rent: Palace Tlieatre, Passaic, New Jersey.
Fully equipped, CinemaScope. air conditioned,
parking, ideal for family operation. Projectionist,
manager. Write to, S. B. Harris, 292 Fern Street.
West Hartford 7, Conn.
SERVICES
St. lj>uis exchange only! Will buy and book
your f.lm. plus handle ail your advertising. Also
help with any of your problems Including Cinemascope.
Circuit experience. No theatre too small
or too big. Reasonable rales. Write today. Boxoffice.
7322.

t»
THE SONGS. ..THE STARS,
The msmHAL story of
THE HOTTEST DANCE CRAZE THAT
EVER SET THE ^VORLD ABLAZE!
oS«.t'«i

: Refreshment
iI¥JE!T^
And R£FEREiE Section
lober 20. 1956
Section Two
Construction Equipment * Maintenance
Service

The Coca-Cola Company representative who calls
on you is a highly-trained specialist . . . not only in
the operation of drink-dispensing equipment, but
in the entire field of theatre refreshment service.
If you'll notice, he's the only national beveragecompany
representative who makes regular visits
to your theatre. Why? Because he's interested in
your problems and your profit.
With absolutely no cost to you, he offers these
services: (1) Complete drink analysis; (2) Instruction
and assistance in dispenser maintenance;
(3) Colorful, sales-appealing advertising materials;
(4) Experienced help with personnel training,
special promotions, and all other elements of
your refreshment business.
Next time he comes around on his regular call, ASK The Coca-Cola Company representative for any or all of these services.
HE'S THERE:
HE'S TRAINED:
HE'LL HELP!
Right now The Coca-Cola Company representative will give
you, just for the asking, attractive mobile popcorn displays, fullcolor
intermission trailers . . . and the Theatre Survey: a complete
and detailed
report on your drink-dispensing equipment.
"Con-Cola" and "Cok«" »r« raflaUrad
tj«d«

(Jacoiiui'.seei/t&cUSteHoe..
VlflTH THE NElMf I
[nU-
*^^__^ ^^^ TRADE-MARK
F^H LAXIONAL.
11 mm H. I. PROJECTOR CARBOI
• 10% More Light • Up to 25% Slower Burning
There is a noticeable difference in 10%
more light. One of the circles above is as
white as the paper it's printed on and is
exactly 10% brighter than the other circle.
You can see the difference, just as your customers
can see the difference on your screen
when you change to the new "National"
11mm X 20" High Intensity Carbon.
The past few months have seen constant
improvement in the line of "National" Carbons.
New "Suprex" 7mm and 8mm Carbons,
a new 10mm High Intensity Carbon
and now a tremendously improved 11mm
High Intensity Carbon to bring you still
more light on the screen at minimum cost.
Prove to yourself that the oldest and most
extensive arc-carbon research and development
program does pay off for you — in
quality and in savings.
C1ID
THE PICTURE IS LIGHT...
GIVE IT ALL YOU CAN WITH
"NATIONAL" CARBONS
The terms "National" and "Suprex" are trademarks of Union Carbide and Carbon Corporation
NATIONAL CARBON COMPANY • A Division of Union Carbide and Carbon Corporation • 30 East 42nd Street, New York 17. N.Y.
SALES OFFICES: Atlanta, Chicago, Dallas, Kansas City, Los Angeles, New York, Pittsburgh, San Francisco • IN CANADA: Union Carbide Canada Limited, Toronto
OXOFFICE October 20, 1956

1
Which theatre is yours?
studios put top quality on their films-
Do audiences get this quality in your theatre?
Good projection requires the best modem lenses
and projectors, today's high powered arc lamps and
rectifiers,
the latest wide screens and stereophonic
sound* (and, of course, the most competent of
projectionists).
Wesfrex supplies the best in theatre equipment
including
• THE WESTREX
• WESTREX Standard
• WESTREX Economy
Sound Systems.
^
'Three channel, four channel and six channel.

THERE'S AUTOMATION
in projection lighting, too! New projection
techniques have imposed conditions of arc
operation and control so critical as to make it
an absolute necessity. Error in the position of
the positive crater, of as little as 1/32", can
cause light color change, even actual loss in
screen illumination.
IN PROJECTION LIGHTING
The Lightronic Crater Positioning System, a
feature of the Strong Super 135 lamp, insures
against losing business through faulty presentation.
It automatically controls the burning
of both carbons, maintains the correct gap
length always, and holds the positive crater at
the EXACT focal point of the reflector. A
perfect light of constant intensity and unchanging
color, evenly distributed, is maintained
without manual adjustments!
WITH THE ^i^ SUPER "135"
You can, with quick simple changes burn 9, 10
or 11 mm regular or 10 mm Hitex carbons, to
attain any desired degree of operating cost,
screen illumination, and burning time. The
correct light requirements for any presentation
technique— even two or more on the same
program! It's truly all-purpose—truly the
greatest!
Impartial Foot-Candle-Meter Tests
Prove that the Strong Super /J5
Projects the Brightest Pictures
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THE STRONG ELECTRIC CORPORATION
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11 City Park Avenue • Toledo 1 , Ohio
Please send free literature on Strong Projection Arc Lamps.
NAME
THEATRE.
STREET
CITY & STATE_
BOXOFFICE :: October 20, 1956

NOW. . . sfe^ttiet, sfistpet ptojeefion
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a must
for better projection of
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• Curved design steadies film and controls in-and-out movement
of buckled film
• Proven effective in laboratory and field tests
• Available on new Simplex X*L projectors
• A simple adaptation to Simplex X*L's in service
• Uses existing aperture plates
• Easy to thread no obstructions
• Easily removable for cleaning ... no corners
• Adjustable spring tension assures intimate film contact
• Available with water cooling
Contact your nearest National Theatre Supply
representative for more details
Bettet ptojeet'm p0y$! I
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DISTRIBUTED BY NATIONAL THEATRE SUPPLY
m
SUBSIDIARIES OF GENERAL PRECISION EQUIPMENT CORPORATION
Th« MODERN THEATRE SECTION

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BOXOFFICE :: October 20, 1956

Enjoy summer business
year 'round!
Arvin In-Car Portable Electric Heaters
quickly pay for themselves!
Twin Drive-In, Cincinnati: "We know that an
Arvin Heater installation will pay out completely
within two years." . . . Y & W Drive-In, Gary,
Indiana: "Last winter, Arvin Heaters did a good
job for us of keeping cars warm at temperatures of
15 to 20 degrees below freezing."
Arvin originated fan-forced electric heaters for the home and has
advertised them nationally for over 20 years. So the Arvin name
is known and respected by your customers. The Arvin In-Car
Heater is handed into each car as it enters and plugs into the
same post that holds the speaker. Placed on the floor of the car,
it quickly heats the entire passenger space even when temperature
is below freezing. It has been thoroughly tested and proved by
big operators. Act now to give your drive-in the tremendous
extra earning power of Arvin In-Car Heaters!
Simple, practical
wiring diagram for drive-ins
available on request.
All these features are important to you!
Displayed prominently on the atlroctiont boord of
the Y & W outdoor theatre. Gory, Ind., is a notice to
winter patrons that in-car heaters ore availcbte.
Movie trailers, radio and TV, newspapers and direct
mail publicized fact that theatre would remain open
for winter business.
• 11-fl. rubber cord permits use of healer in
front or rear of car.
• On-ofT switch for complete comfort control.
• Three-contact polarized plug.
• Beautiful suntan baked-on enamel finish is
durable and scratch-resistant.
• Easy to handle; weighs only 5 lbs. 2 ois.
• Sturdy all-steel construction, defies wear
and tear.
• Long-life, quiet, efficient induction motor;
no speaker noise.
• Nickel and chrome alloy heating element.
• Oil-Lite bearings for lifetime lubrication.
• Each heater individually fused; casegrounded
to neutral line for safety.
• Three bakelite feet keep heater stable on
irregular surface.
• 2-blade steel fan operates silently.
• 500 watts, 208 volts, 60-cycle AC only.
• rVi" high; 7'/>" wide; S" deep, plus 1V^"
extended guards.
• Packed 8 to a master carton; shipping wt.
approximately 45 lbs.
• Available through Arvin Electric Housewares
Distributors from coast to coost.
• List price, each, $15.00.
Electronics and Appliances Division
Arvin industries, inc., Columbus, Indiana
The MODERN THEATRE SECTION

OCTOBER 2 0, 1956
'^"MODERU
THEITRE
BUYERS' DIRECTORY and
REFERENCE SECTION
con I e n t
REMODELING FOR AN ART THEATRE
PROJECTION
AND SOUND
Guild Theatre, Portland, Ore Arnold Marks 10
The "Intimate Mood" an
Art House "Must" /. L. Thatcher 13
1,100 Seats Down to 440
at Baltimore House George Browning 16
Distinctive Atmosphere Keys Art Operation 18
REMODELING IDEAS PORTFOLIO
Putting New Life Into an Old Lobby 21
A Circuit Gives Three Old Faces a Beauty Treatment.. 22
Philadelphia Story in 1956 23
Concessions: Country Club Style 24
Glass Will Add Height, or Width ... and Give
That "Come In" Look 27
RKO Theatres Rescues "An Ugly Duckling" 28
Loew's Adds a Miami Flagship 29
Coffee, Anyone? 30
Let Carpeting Play a Leading Role in
Your Decorative Scheme 30
The Decorator Lends a Hand in the Theatre 32
Everything New Except the Walls 33
Backing Up the Screen Tower 34
A Stadium-Type House Is Updated 35
Oceanside, Calif., Gets a New 1,000-Seat Theatre... 38
"One Seat for Two in the Balcony, Please" 41
REFRESHMENT
SERVICE
The Walter Reade Guide to Better Merchandising
of Theatre Concessions 42
Beverage Promotions 49
How to Cut Food Costs and
Increase Profits Phil Lowe 55
DRIVE-IN
Trouble Analysis Digest for
the Projectionist Wesley Trout 56
Simple Rules to Follow to Demagnetize Equipment... 72
THEATRES
Drive-In With Built-in
Broadcasting Tower Warren Burkett 62
Ideas for Better Drive-ln Theatre Operation 65
Shopping Center for Outdoor Living Nets
Additional Income to Drive-ln 66
Create Deep Fry Center to Speed Service 67
MAINTENANCE AND OPERATION
A Guide to Better Restrooms C. F. Craigie jr. 77
DEPARTMENTS
Remodeling for an Art Theatre 10
Remodeling Ideas Portfolio 21
Refreshment Service 42
Projection and Sound 56
Drive-ln Theatres 62
Maintenance and Operation 77
Advertising Index 82
Readers' Service Bureau at 82
The Key to Better Buying Directory 83
Trade Names Directory 104
Theatre Equipment and Supply Dealers Directory 107
The Modern Theatre Index 110
I. L. THATCHER, Managing Editor
The MODERN THEATRE Section of BOXOFFICE is included in the first issue of each month. Editorio! or general business correspondence should be addressed to
Associated Publications, 825 Von Brunt Blvd., Kansas City 24, Mo. Eastern Representative: Carl Mos, 45 Rockefeller Ploza, New York 20, N. Y.; Central Representatives:
Ewing Hutchison and E. E. Yeck, 35 East Wacker Drive, Chicago I, 111.; Western Representative: Bob Wettstein, 672 South Lafayette Park Place, Los
Angeles 5, Calif.
BOXOFFICE October 20, 1956

REMODELINj
for a
HEATRE
GUILD THEATRE, PORTLAND, ORE.
Owner: GUILD THEATRE CORP.
A section of the handsomely furnished lounge at the remodeled Guild Theatre, Portland, Ore.
10
The MODERN THEATRE SECTION

I "ill
The narrow section at the right in the
photo below was the entroncewoy to the
old Guild. The boxoflice was at left.
Note in the photograph at the right
how the boxoffice has been built into
the brick wall of the theatre, leaving
the additional space for a spacious
entranceway.
By ARNOLD MARKS
The Guild, Portland's only art
theatre, emerged recently as the newest
de luxe theatre in Oregon, upon completion
of a $75,000 remodeling and refurbishing
program.
Of major importance in the updating
program was the construction of a lounge,
so essential in providing the homelike
atmosphere of the art house. Previously,
the theatre had no room for a lounge, but
Wick & Hilgers, architects, devised a plan
whereby the backstage space was utilized
in the construction of a three-level lobbylounge.
As will be noted in the drawings at
right, the Guild's screen is at the front of
the building rather than at the rear. The
old orchestra pit was removed and covered
over to make room for additional
seats. This was somewhat at variance
with the usual pattern in converting a
theatre to an art house, but the Guild
was already intimate in size. It now
seats 409 patrons. The seating plan was revised
to place the cross aisle behind the
loges instead of between the loges and
the main seating section.
Other principal changes in the theatre
were a new marquee, new front, new
seats, carpeting, screen, projection and
sound, and a new enlarged entrance which
doubled the previous entranceway.
Prior to the remodeling the theatre had
only a foyer of rather limited dimensions
at the front of the auditorium. Light entering
the auditorium from the foyer was
a problem, and access to the restrooms was
Continued on following page
Q ^f::^^
Old Floor
Plan
Somewhat unusual in design is the marquee which features the theatre name below the readerboard.
The old marquee, however, had scarcely room enough to get the message across in two lines of
letters on each side with the theatre name taking up the entire front.
New Floor
Plan
I
BOXOFFICE :: October 20, 1956 11

THE GUILD .
. . Cont.
Another view of the three-level lobby, this time looking down from the
upper floor. These areas were formerly the backstage section for
ushers' room and janitorial equipment. The remodeling redesigned
them into the modern lounge and a new entronceway into the theatre.
from the auditorium by means of an indirect
route. Remodeling converted the
existing stage area into a lobby, provided
a baffle to eliminate light and sound passage
between auditorium and lobby, and
provided access to the restrooms from the
lobby.
The old front had a single entranceway
and boxoffice on the street. The Guild's
new front utilizes the boxoffice space for
additional entranceway and the boxoffice
is inside. The new entranceway is red
brick on the boxoffice side, while the opposite
side is plaster holding an 80x60
glass display case, illuminated from within.
floor covering is rubber mat.
UNUSUAL MARQUEE DESIGN
The main sign and marquee is of steel
and sheet metal and the readerboard
covers the entire span of the entrance. The
marquee is in an unusual U-shape design
with theatre name below the readerboard,
illuminated with gold and white tubing.
There is a uniform pattern of flush Par
spots that covers the entire ceiling of the
marquee and extends to one level through
front ceiling to glass entrance doors.
The lower lobby and upper lobby and
lounge are carpeted and smartly furnished.
The walls are plaster, painted a very pale
off -coral shade, with opposite walls painted
soft beige. The ceiling is striated acoustical
tile.
In the foyer, a curved wall to the auditorium
is of corrugated, perforated aluminum
acoustical material with Fiberglas
backing, painted a very dark gray providing
an effective sound and light reflection
barrier to the auditorium, solving that
problem.
Carpeting throughout the theatre is in a
striated pattern, with three shades of gray
and black as ground colors and light coral
as top color.
In the auditorium, exit doors are draped
with light gray fabric, and the stage curtain
is a dusty rose, ripple Bengaline fabric.
Curtains that previously hung on both
sides of the projection booth were removed
and a wall of acoustical tile was put in.
Refreshment service is located in the
The custom-built candy stand in the front lobby
features foreign-made candy only. No popcorn or
ice cream is offered, but cold drinks ore available
on the highest level of the lobby.
front lobby, the cabinet being solid birch
with front service, glass sliding panels. The
bar was especially constructed by A.B.A.
Vending and built into the wall. The Guild
specializes in foreign candies, no popcorn
or ice cream, but does offer Coke from a
three-flavor, premix machine supplied by
the Coca-Cola Co.
PORTLAND'S ONLY ART
HOUSE
The Guild started operation nine years
ago. Formerly a three-feature grind house.
it was leased by an organization headed by
Martin M. Foster, formerly of New York,
and transposed into what was known as
art theatre operation. Within the years
it became Portland's only outlet for foreign
films—although many houses attempted
to compete with it—none survived.
Conversion of the theatre was accomplished
without shutdown over a six-month
period.
The complete remodeling was designed
to make the most of limited space, and
with an eye on theatre policy.
In its advertising to patrons the Guild
features the slogan: "The Theatre Designed
. . . With You in Mind ."
. .
CREDITS: Air condiHonIng: General Electric *
Architects: Wick & Hilgcrs • Carpeting: Lccdom
• Changeable letters: Bevelite • Draperies and
curtains: B. F. Shearer Co. * Lighting fixtures:
Barker-Bacon • Screen: Walker • Seats: Heywood-Wakcfield
• Speakers: Altec • Booth
equipment: Simplex projectors; Western Electric
sound with RCA heads; Peerless Magnarc lamps;
Strong rectifiers; Goldberg rewinds; Ultra Panatar
anamorphic lenses.
12 The MODERN THEATRE SECTION

the#^ theatre
THE INTIMATE MOOD' AN ART HOUSE MUST'
Conversion of Old Neighborhood Theatre Emphasizes Living Room Interior
ROCKHILL ART THEATRE, KANSAS CITY, MO. Owner: SHER-SHULMAN ART THEATRES
By I.
L THATCHER
Conversion of the Rockhill. an
old neighborhood house in Kansas City,
Mo., to an art theatre was accomplished
entirely through redecoration and furnishing
and with no change in the existing
architecture. The over-all refurbishment
of the theatre, which had been given up
for lost, included a complete reseating job,
with the luxury-type chairs installed on
exceptionally wide centers.
The inner lobby has been converted to
a coffee lounge decorated to achieve the
intimacy of a living room atmosphere.
Modern settee and coffee tables are supplemented
by two decorative stools at the
coffee bar which was formerly the concessions
stand. An attractive planter
hides a heat radiator along one wall, and
the floor is covered with a blaclc and white
vinyl tile in harlequin design. Another
planter is spotted above the doors to the
foyer.
Lighting in the coffee lounge is subdued,
stemming from cold cathode tubes in
A study in contrasts
are these photos of
the Inner lobby of
the Rockhill Theatre,
Kansas City, which
was recently converted
to an art
house. The smart,
homelike furnishings
and exhibition paintings
on the walls
have completely
changed the appearance
of a typical
lobby in a neighborhood
house.
coves at the ceiling and from the wall spot
lamps which are beamed on the paintings
by local artists which are hung on the
walls. The selection of paintings will
change with each change of film.
Approximately 600 seats
were sacrificed
in reducing capacity to 780. This permitted
spacing the new 21 -inch wide chairs on
44-inch centers and means that there are
now three rows of seats where there were
four before. Four rows of seats were removed
entirely at the front of the theatre,
and others were removed to provide a cross
aisle in the interests of patron safety in
case of fire. The chairs are upholstered
in red. The auditorium and foyer are
carpeted in opera red.
Within the auditorium, the architecture,
with its many arches and highly detailed
ornamentation presented a problem which
could only be solved by "underdecoration."
The heavily beamed ceiling, with every
small ornament picked out in different
colors, in the style of 30 years ago, and the
ornately decorated arches framing panels
of green fabric "tore up the house completely,"
in the words of Hanns Teichert II,
of the Hanns R. Teichert Studios.
The beamed ceiling decorations were
Continued on following page
BOXOFFICE October 20, 1956 13

.
ROCKHILL ART THEATRE .
. . Cont.
In the lower right of the photo at left the wide spacing of
seats on 44-inch centers may be noted. This contrasts to the
tight seating arrannement in the old Rockhill shown below.
The photos also show how the heavy ornamentation in the
old theatre has been largely blotted out by painting in solid
colors. The color scheme employs gray, green and red.
solid color,
completely eliminated by painting them a
and, since the fabric wall panels
were too costly to replace the decorators
worked around them, painting the
arches in a matching green (they were
formerly painted in six colors)
All bric-a-brac decoration was eliminated
with only a few details highlighted.
Where formerly the proscenium arch had
been done in many colors, it is now in gray
with only a slender circle of red highlighting
the many medalions. The organ grUles
at either side, formerly done in about 17
colors, are now a deep red. The decorator's
idea was to make the front a completely
separate unit by playing it up and playing
down the side walls.
In the auditorium, wall light fixtures
have metal shades in gray, green and red
to coordinate with the over-all color
scheme. Colored footlights are always
turned up at the end of the show to create
a very warm effect.
The screen is pitched and curved three
degrees and the picture size for Cinema-
Scope is 38x17. All masking is flexible
for showing pictures in the various aspect
ratios. The large projection booth is
sh
13x18 feet, and is equipped by Simplex.
The long, narrow foyer behind the auditorium
presented a problem because of
its tunnel-like effect. This was solved by
painting the rear wall of the foyer in a
slate gray and giving interest to the sftandee
wall by the use of plastic material in
pink, black, aqua, gray, yellow, orange
and green. The optical illusion achieved
is that the area is shorter and wider.
The gallery-like outer lobby was stripped
of all but two of its poster cases and the
walls covered with a plastic material
which, according to Teichert, is "just about
as permanent as permanent can be," and
will withstand weather better than any
paint and plaster. The decorative molding
at the top is painted in coral red, highlighted
with gold. The idea was to play
down all ornamental surfaces, highlighting
only a little to keep in feeling with
the auditorium. The lobby doors are
painted dark gray.
New walls, floor coverings and fixtures
An optical illusion of greater
width was achieved in the
long, narrow foyer behind the
auditorium by painting the rear
wall a slate gray and highlighting
the wall next to the auditorium
by the use of plastic
panels in a variety of colors.
An opera red carpet covers the
floor and stair treads. Several
groupings of settees and lamps
are placed along the rear wall,
and paintings by local artists
will also be hung there. At
right, the foyer before redecoration.

The outer lobby and ornate boxoifice of the old
Rockhill. In the remodeling the heavy columns were
removed from the boxoffice, and only the two
display cases next to the street were left in place.
were installed in the restrooms, white fixtures
in the men's and pink in the ladies.
The small powder room is given the illusion
of greater width by horizontal bands
of shades of pink and charcoal on the walls.
The floor is vinyl tile in diagonal strips
of black and white. The Formica powder
bar is illuminated by a custom-designed
fixture. Custom-made powder-puff stools
are upholstered in turquoise fabric.
The $75,000 redo project included complete
rewiring of the building and removal
of the colored neon from the marquee
and substitution of white neon as
more appropriate to the art house.
The theatre is ideally located for an art
house since it is near the Nelson Art Gallery,
the University of Kansas City and the
Village Green apartment development and
others.
The Rockhill participated in the world
premiere of "Lust for Life" and a special
tie-in was arranged with the Nelson Gallery,
which had loaned MGM the use of its
Van Gogh collection of paintings and received
credit in the film for their use. A
red carpet benefit was held, the night be-
This is the outer lobby as it appears today, photograph taken from just behind the boxoffice in order
to show the plastic panels which cover the walls and completely replace the succession of poster
cases which extended back to the doors to the inner lobby. The plastic panels are especially designed
to withstand weather. The handsome chandelier is an import from Vienna.
fore the first regular showing of the film,
which was attended by the city's leading
citizens and patrons of the gallery.
The Rockhill had been closed for two
years prior to being sold to the Sher-Shulman
Art Theatre circuit which now operates
eleven art houses. This circuit
has a policy of selecting a closed house in
a good neighborhood or near a university
which, because of television or too many
other theatres in the neighborhood area
would remain permanently closed, and converting
the theatre to the art operation.
The owners are Louis K. Sher and Edward
Shulman. Remodeling was under
the supervision of Sam Chernoff.
CREDITS: Air conditioning: Vilter • Boxoffice:
Automaticket * Floor tile: Robbins Geometile *
Lamps: Peerless • Lighting fixtures: Horry Winograd
ond NuMetol Products Co. • Lounge furniture:
Vista Furniture Co. • Projection and sound:
Simplex • Screen: Walker • Seats: Heywood-Wakefield
and International * Wall covering: Cowhyde
vinyl
plastic.
A view of the old inner lobby of the Rockhill, looking
toward the doors to the outer lobby. A glimpse of
the old concessions stand may be noted in the
curved alcove at lower right. This is now the coffee
bar. A radiator was completely disguised in the remodeling,
as shown at the right. Also the old,
ornate display case (outlined on the plaster wall)
was removed.
A planter of grayed wood, with a turquoise Formica top hides the radiator along the side wall, ond
another planter tops the doors to the foyer. The planter is set against a yellow wall; the other three
walls are charcoal. The molding is highlighted in gold.
BOXOFFICE :: October 20, 1956 15

the
theatre
XK
The downstairs lounge of the 5
West Theatre, Baltimore, where
art exhibits are presented by local
artists. Coffee and tea ore served
to the patrons as a courtesy from
6 to 10 p.m. The lounge, seating
50 people, replaces a former small
standee area. The lounge is separated
from the downstairs auditorium
by a concrete block wall
which eliminates noise coming from
people waiting for the show to
change. A gold plastic wall covering
is used, and the carpet is in
hunter green. A mezzanine lounge
is done predominantly in coral
and white.
1100 SEATS DOWN TO 440 AT BALTIMORE HOUSE
By GEORGE BROWNING
#% DRASTIC RESEATING plan to pi'ovide greater comfort for
patrons of the 5 West was perhaps the most outstanding feature
of the modernization of a 41 -year -old house in Baltimore, Md.,
to meet the requirements of today's art theatre. The old Parkway
Theatre had seats for 1,100 patrons; the new 5 West seats only
440.
The entire interior of the Parkway was gutted, with the exception
of the balcony, and this was the point from which the new
owners started. The balcony had originally been stepped up on
concrete risers, 32 inches back to back. The balcony now has
seating 64 inches back to back.
Downstairs an entirely new concrete floor was poured and new
seating installed on 48-inch centers. Both upstairs and down the
Heywood-Wakefield Rocking Chair loge is used. Seats are brown
and beige, and the theatre is carpeted throughout, right up to
the front doors in nylon hunter green carpet by Collins & Aikman.
Increased lounge space also absorbed some of the former seating
area. Where there was originally a very small standee area,
there is now an enlarged lounge which seats 50 people. There is
also a new mezzanine lounge and the restrooms are located on
the mezzanine.
Projection room equipment includes Motiograph projectors,
Strong lamps and selenium rectifiers and Goldberg rewinds.
Altec Voice of the Theatre speakers are used.
Owner and operator of the theatre is the 5 West Amusement
Co., Inc. The officers are Milton Schwaber, president; Howard
A. Wagonheim, vice-president, and Wilbert Brizendine, general
manager. Leslie Coulter is house manager.
tl^l^
• -^
^.
The brown and beige theatre choirs, spaced on 48-inch centers, ore shown in the orchestra
floor of the 5 West auditorium. Carpeting is hunter green, and the wall fabrics ore in a
very small pattern in a complementary shade of green. Stage curtains are a dark brown velour.
The 5 West is located in a downtown site, with a drawing radius of the entire metropolitan
area of Baltimore. Patronage is primarily from middle and upper income levels.
The only form of lighting used on the marquee is that of the
attraction boxes themselves, plus the theatre name. The name,
on exact duplicate of the signature used in ads, is cut out of
black plastic, and set on a white plastic background. Black
metal letters (Wagner) are used.
16 The MODERN THEATRE SECTION

A SUSSIDIARY OF
BOXOFFICE :: October 20, 1956 17

the^€ t heatre
DISTINCTIVE ATMOSPHERE KEYS ART OPERATION
A Digest of Successful Techniques That Win the Discriminating Patron
^JooD HOUSKEi3>iNG is absolutely
essential In running a successful art theatre.
At the Shady Oak Theatre in Clayton,
Mo., a St. Louis suburb, this is the
routine of the houseman: Each week he
beats and cleans the seats. In the washrooms,
woodwork and walls are washed
daily. In the auditorium, the concrete floor
is washed once a week. This task is eased
by having the houseman cover eight to ten
rows an evening. Daily, the management
sends an apple blossom fragrance floating
through the ducts, to give the theatre a
clean, sweet odor. In the summer, plastic
covers go over the seat backs, and the
covers are washed weekly.
-D —
A silent paging system is another patron
service at the Shady Oak. Each seat in the
house is numbered, and a patron may leave
his number at the boxoffice if he expects
a telephone call. It is a simple system, but
pays off in goodwill for many persons do
not like to be paged over a public address
system, and it also avoids annoyance to
other patrons.
— D-
Art exhibits are an established complementary
feature to the art theatre, and tieins
are usually made with local art galleries
or local or regional artists for displays
of painting or sculpture. A different
twist, and one which has paid off handsomely
is the series of semiannual competitions
to select artists to exhibit oneman
shows conducted by the Esquire Theatre
in Chicago. H&E Balaban Theatres
Corp. chose three outstanding art leaders
to make up a permanent jury. This jury
furnished a mailing list of 1,000 artists who
were notified of the contest. Extensive
advertising of the contest was also done via
newspapers, radio and TV.
Response was overwhelming, over 250 entries
being received within a two week
period after the announcement of the contest.
The jury selected 22 winners. After
each one-man show at the Esquire, one
painting was selected from each exhibit
for a mass show at which the public voted
for its favorite, with the final winner receiving
a number of prizes. The Esquire
charges no entry fee to exhibitors and takes
no commission in case of sales which are
handled entirely between artist and buyer.
Buying Interest has been very high.
-D-
The staff is an Important factor in art
theatre operation. Patrons expect the staff
to be well-mannered and well-groomed, and
the manager should be on hand to personally
greet patrons, preferably garbed
in a dinner jacket.
In towns where a regular art theatre is
inadvisable, exhibitors have found the
•'Curtain at 8:30" technique, a single performance
once a week, with the exhibitor
serving coffee in the lounge, a successful
device to sell foreign films.
— D —
Walter A. Klements, manager of the
Mayfair Art Theatre, Miami, provides suggestion
cards and pencils in the lobby for
patrons to request favorite films. He receives
requests for films in many languages.
A further device, to be sure he gives the
patrons what they want, is the regular Friday
night sneak preview. It costs about
$35 to preview a picture, including advertising,
and he carefully observes audience
reaction during the screening. From this,
and his own observation of the film he decides
whether or not to book the picture.
Many times he does not, but he gets back
his investment in the added patronage the
extra picture brings in.
— n—
Successful art theatre operators believe
that the art theatre should be located in a
city of at least 150,000 population because
of its potential appeal to only about 10 per
cent of the total population. Location in
a college or university city is advantageous,
and the art theatre flourishes best in cities
where there are several nonprofessional
groups sponsoring motion pictures. These
groups, which show pictures at universities,
public libraries or art galleries help to build
the art theatre's clientele.
Art House Must Look Special'
For
Special' Audience
"The art house must look 'special' because it
is something 'special' for a 'special' audience,"
says Edward Shulman, general manager of the
Heights Art Theatre in Cleveland Heights, Ohio.
In the Heights, the foyer is not just an area to
walk through to reach the auditorium, it is a
rendezvous for patrons who take their art seriously.
Simplicity is the keynote in achieving an
atmosphere of intimate quiet and charm and to
provide a suitable background for the exhibition
of art treasures and paintings. Furnishings are
smart but simple in design, and there are no
movie display sheets on any walls, either in the
outer lobby or the intimate foyer. The concessions
stand has no place in the art theatre,
believes Shulman, but free coffee is served to
patrons in the spacious foyer. The problem of
erecting an intimate atmosphere in the 1,600-
seat Heights was solved by establishing the
feeling of intimacy before the patron reaches
the auditorium.
Double bills are anathema to the art theatre
patron, exhibitors have found, and a
foreign picture should never be dualed with
a domestic one. Further, it is important to
relate the short subject to the feature attraction,
not necessarily in the same language,
but compatible in quality. Also, the
art policy must be on a full-time basis. The
theatre cannot shift from domestic films to
import pictures in the opinion of most
art house exhibitors.
— D —
On the other hand, Hall Baetz, one of
the Seattle, Wash., area's cleverest managers
and owner of an independent neighborhood
house, the Ballard Theatre, has
proved that it is quite possible to successfully
tie an art policy into regular programming.
Since the Ballard is located in
the heart of a predominantly "family" district
such an idea might seem unfeasible,
but Baetz believed he could retain his
large weekend patronage for commercial
films and initiate an art policy for an entirely
different audience the forepart of
the week. His answer was the "Cinema
Series" which opens Tuesday of each week
and runs through Thursday, unless one of
these days is a holiday. By vigorously and
extensively advertising a definite midweek
run on art films he is developing a regular
art house audience, less than 10 per cent
of which is from the Ballard district. Distinctive
styling is used in all newspaper,
radio and direct mail advertising to appeal
to the particular clientele he wants to
reach.
-D-
Just what is the distinction which makes
a picture an art film? Such films are
widely diversified as to subject matter
and treatment, and all exhibitors agree
that art films are pictures which appeal to
a "special" audience. Generally, art films
are about 90 per cent foreign-made, with
the 10 per cent from Hollywood not receiving
the art label until the second, third
or even fourth time around, when they
have proved to attract a particular type
of audience.
-D-
Exhibitors have found no resistance to
the higher prices charged by art houses,
such as $1 for adults and 75-cent student
admissions. The class of patrons who seek
out the art picture expects to pay slightly
higher admissions. F^-om the exhibitor's
standpoint, of course, there are definite
reasons for the higher admissions, such as:
free coffee or tea to patrons, the expense
he frequently must go to in improvising his
own stills and trailers and the fact that
the unions demand that projectionists be
paid a higher rate by art houses.
18 Th« MODERN THEATRE SECTION

PPH!»
remodeling
ideas
piortfoli
^^¥ 'i»...
^^m ^
\ \einodeled Vaudeville Audit0riuliP^'
RKO ORPHEUM
'*s!BK 1

Without any major reconstruction, the lobby in the Granada
Theatre achieved an entirely new appearance, as these before and
after photographs illustrate. The big job was in eliminating the
monotonous repeat of the arches by completely or partly covering
them up. Wrought iron grillwork was introduced extensively
Note the movement created in the design of the new tile floor.
BEFORE
'
20
Th» MODERN THEATRE SECTION

PUTTING NEW LIFE INTO AN OLD LOBBY
Good Structural Features Are Kept, and the Objectional Ones Are Covered Up
GRANADA THEATRE SOUTH BEND, IND. BALABAN AND KATZ, OWNER
I HE problem: a long narrow
lobby, wrong in proportion, outdated
architectural detail, badly lighted, etc.
To overcome the dingy appearance, with
the kast amount of cost of reconstruction,
it was necessary to create an optical
illusion of effect, keeping expenses at
a minimum, by using existing good
architectural features and covering up
the objectionable ones and introducing
effective lighting.
The monontonous repeat of the
arched mirrors was easily changed by
covering them partly or completely with
Masonite. Since the name "Granada"
suggested a southern atmosphere, cast
iron grillwork, as the prominent decor,
was used to create a more dimensional
feeling. It not only added a feature to
the recesses but allowed even the removal
of unsightly drapes. Behind the
upper portion of the grillwork, in front
of the existing mirrors, is a piece of
translucent plastic to diffuse the light.
The decor is a very naturalistic arrangement
of growing magnolia plants
painted on the walls where the actual
wrought iron is used. The larger wall
areas are painted with a more stylized
motif of botanical ornaments, suggesting
a batik interplay of colors—interesting,
but not too direct in approach.
The floor design is large in scale and
very colorful and imaginative. Plastic
tiles in gay colors were used with a predominantly
cool light gray background.
Design is yellow-white, red and turquoise.
The furniture is sturdy black
wrought iron. The completely atmospheric
color scheme of light turquoise,
gray and white, with the decorative
elements in complementary colors
• strong turquoise, yellow, gray, red and
black) adds to the effect of a gay, sunny
exterior atmosphere noticeable in the
accompanying photographs of "before
and after" even in the black and white.
Arch Trebow, of Balaban and Katz,
originator of the idea, was the driving
power behind the execution, and should
be congratulated for this successful installation.
Harry Winograd designed
the lighting effects and also manufacturned
the wrought iron grillwork and
the canopy over the candy counter, as
well as wrought iron display cases.
The painting and decorating were executed
by the Hanns R. Teichert Co.
AFTER
Center arches in the corridor were given the treatment shown above, showing
what can be done with an idea and a little paint. Masonite was used to cover up
most of the area, and as a base for the floral murals. Behind the upper portion
of the grillwork is a piece of translucent plastic to diffuse the light.
BEFORE
BOXOFFICE :: October 20. 1956
21

A CIRCUIT GIVES THREE OLD FACES A
BEAUTY
Martin Theatres, one of the country's
larger circuits, with headquarters in Columbus,
Ga., has been upgrading many of
its theatres in the last year. A majority
of the redo jobs are in smaller towns. Three
of the projects are shown on these pages
—the Palace in Phoenix City, Ala., the
Rialto and Liberty in Columbus. The circuit
planners have given individuality to
the theatres, with only the trademark
medallion of the company on the facade
being repeated at the theatres. Simplicity
has been the key.
The Phoenix City Story for moviegoers in that much -publicized Alabama community
was not the motion picture of that name, but the remodeling job the Martin Theatres
did at the Palace Theatre. It is the only theatre in town. It had a drab, uninviting
gabled front. It needed to have practically everything done to make it a first rate
house. So the circuit went all the way in bringing the theatre up to modern standards.
All except two walls were demolished, and up went the smart structure shown in
the photo above. The facade was given a coat of yellow Roman brick, to serve
as a contrast to the green structural tile walls at the entrance area. Paneling atop the
brick is redwood—to extend the height of the front. The Rialto Theatre (below)
was a 1920-style house, in which considerable space was wasted in an outside lobby
area. Entrance doors were brought to the sidewalk line, and an inside lobby wall was
removed to provide a larger inner foyer. The new facing is a corrugated Transite
metal, dull gray with a porcelain border—with lines running diagonally as they do on
a number of other theatres in the circuit. Against this gray, the Martin emblem is
superimposed in letters of yellow.
illiWWilBP,
M
The styling oi Ciiu uiu itiaiuu iucaUe i.-i a
familiar one In the industry. In its new
facing, an elevated attraction board replaces
the marquee—and provides a
utilitarian design. The letters can be
changed from inside the board.

TREATMENT
The Liberty Theatre in Columbus, Ga. was
built in 1927, and is one of the older houses
in the Martin circuit. In the redo job, the
theatre was given a new front design, the
lobby was enlarged by eliminating two
rows of seats, a new refreshment stand was
built, the auditorium was redecorated and
the booth was completely re-equipped. In
addition, the theatre was air conditioned.
The Martin projects on these pages were
directed by Rufus Bland, architect; Frank
Brady, properties superintendent; and
John Mauk, the circuit's chief engineer.
In remodeling the facade of the Liberty Theatre, the old brick was painted cream and
was left untouched. However, as the above photo shows, the row of five windows
has been covered with a panel of louvered Transite metal painted a soft green, and an
off-center wedge-shaped marquee. At the entrance area, the boxoffice was moved
to one side and a new facing was provided through the use of green tile structural
glass. Trim is in aluminum.
STORY IN 1956
The Ellis circuit in Philadelphia spent $200,000
remodeling a neighborhood house, the Forum,
now renamed the Ellis. Contrasting photographs
at left and right show the extent of the modernization
program. In addition, in the auditorium,
the seating capacity was reduced from 1,700 to
1,316 to provide wider spacing of aisles.
In the foyer-lounge (above), doors which were
formerly wood were given luxury leather covering,
new red and gold carpeting was laid, and
massive display cases were set into the side walls,
and beneath tall mirrors on either side there
were placed custom-designed sofas. The lower
photo shows how the standee area was enlarged
by eliminating two massive posts, and using the
location for a substantial concessions stand. The
tufted leather motif of the doors is carried into
the styling of the stand.
BOXOFFICE :: October 20, 1956 23

CONCESSIONS: COUNTRY-CLUB STYLE
SKYVIEW DRIVE-IN THEATRE
OMAHA, NEB.
Atop the concessions building at the Skyview Drive-In in Omaha,
patrons may lounge on a roof garden, where owners Ralph
Blank and William Miskell have placed 100 stadium-type chairs.
Or they may lounge on the patio at
the side of the concessions
building, and directly in front of the two-story projection building.
Note the use of the planters throughout the patio area.
GOLDEN GLADES TWIN DRIVE-IN THEATRE • MIAMI, FLA.
Ill '^-'tMrn irfL^

—
COLONIAL DRIVE-IN THEATRE ANNAPOLIS, M D.
At the Colonial Drive-In Theatre in
Annapolis, Md., beauty of design has
been linked with the utilitarian purpose
of providing an efficiency operation of
the concessions business. Symmetry
marks the basic design of the building.
An open patio at right end of the building
is counterbalanced by a planted area
at the other end, directly in front of the
projection booth. One side of the back
wall of the patio is constructed of red
Natco Roman brick, as are also the two
circular 16-inch high walls surrounding
the planted areas. The cafeteria has
been designed for an easy flow of traffic-
It has been planned so that no matter
which of four entrances a patron uses,
it is easy for him to move into the cafeteria
line and be channeled right to the
dual cashiers located in the center of the
arcade. The cashier station is so set
up that on slow nights one girl can handle
both lines. Each of the counters is
30 feet long.
J^
R A -r I o
SOUTHUTCH DRIVE-IN THEATRE • HUTCHINSON, KAS.
A little imagination in styling takes this
concessions building at the Southutch
Drive-In Theatre at Hutchinson, Kas.
out of the ordinary. Jay Wooten, veteran
exhibitor, and his associates R. S.
Murphy and Fred Moten, introduced the
current glamor item in decoration
wrought iron, using black wrought iron
railings and pre-cut ornamental iron
condiment tables which are built
into the railings at the cashier's station.
Serving two purposes are the doubleperforated,
bullet-type downlights over
the concessions counters, for they are
handsome and modern in styling and,
being on ball-bearing mountings, can
be adjusted to point down and highlight
any of the food items or pieces of equipment
desired. They also are swiveled to
direct light on the menus at the start of
the cafeteria lines and to the cigaret
machines at the rear.
BOXOFFICE October 20, 1956 25

ta^ma 'm~ »,.2*««fc2'
..^»z&»

GLASS WILL ADD HEIGHT,
OR WIDTH ... AND GIVE
THAT COME IN' LOOK
Above; An outdated narrow foyer, with gingerbread trimmings
at the Roxy Theatre in Tacoma, Wash., gained this clean-cut
look with its illusion of width, by spanning one wall with
a floor-to-ceiling mirror. Mirrors reflect the wall of walnut
paneling.
Opposite page: A dramatic, bold effect was gained at the Capn
Theatre in San Diego by the glass-heightened facade. Before
modernization, the front was in the Egyptian motif, with a
low-brow marquee giving the facade a dumpy look.
Left: In the thorough remodeling job undertaken at the Lincoln
Theatre, Cheyenne, Wyo., the old ceiling in the foyer was
lowered about two feet so that it would be on the same level
as the marquee soffit. Then the entire entrance area was given
a wall of glass for the open look effect. Both the lighting
scheme and the decorative plan of the foyer were carried
through to the marquee. The ceiling is of fluted staff plaster.
To provide the expanse of glass at the entrance, the boxoffice
which had been centered in front of the foyer was moved to
the right. Carpet colors are red, tan, black and rose, with
tan predominating.
In Ligonier, Ind. the Crystal Theatre was brightened by an extensive
use of glass—as these photos indicate—with a striking
BOXOFFICE October 20, 1956
combination of forest green Carrara structural glass, polished
plate glass and four tempered Herculite all-glass doors.
27

RKO THEATRES
RESCUES
AN UGLY DUCKLING' . . .
When New York tore down the Third Avenue "El, " the RKO 58th Street
Theatre came out of hiding, and into the sun. It ^'as then that RKO Theatres decided
it was time to turn the "ugly duckling" into a bright spot in the RKO orbit.
No one ever thought of the 58th Sreet Theatre as having considerable height to its
facade, as the "El" had hidden the upper half of the building for decades. Today,
the new facade of white porcelain enamel—boldly fluted, with slender stainless
steel letters, ten feet high, proclaiming the name of the theatre—reaches up in
graceful beauty. The theatre was built in 1927, and had a distinct Moorish flavor
to its interior design. In redoing the front and the lobby-lounge areas, however,
the treatment was strictly in the contemporary look, as the photos on this page
show. Venetian terrazzo, in white, brown and black has been used for the floors
in both the outer and inner lobbies, meeting the luxury carpeting of the foyer area
at an angle. This treatment is shown in the photo at the bottom of the page. The
modernization was the first move made to beautify the once El-hidden street.
Left: A free-form design has replaced the
"low-browed" styling of the old front. The
marquee and sign are finished in a blue,
textured porcelain enamel, and trimmed
in stainless steel.
The new foyer sparkles in modern decor. The floor has been carpeted to add warmth
to the setting. Mirrors give width to a long corridor. Walls are covered with boldgrained
teakwocd and the planters are in cipolin marble. Attractive downlights
and unusual candelabra-type fixtures add a smart touch, too.
28
The MODERN THEATBE SECTION

. . AND
LOEWS ADDS A MIAMI FLAGSHIP
I HERE'S A Florida look to the Riviera Theatre which Loew's Theatres opened in South Miami this year. The first
indoor house to be built by the company since the decrees placed limitations on theatre acquisitions by divorced circuits,
it is a million-dollar, open-faced deluxer with its broad expanse of glass revealing the attractive lobby and lounige
areas, and presenting a most inviting setting. There are a series of roof setbacks above the marquee, and these are
decorated with live palms. At night, the palms are given a dramatic setting when floodlights play on them. Against
a white stucco background, they are an effective bit of decoration. Plantings have also been provided along the
lounge window wall, shown at the right in the photo above. The building itself is constructed of structural steel,
cement blocks, ornamental stone, terrazzo and marble—quite a combination of materials, but the architects have
blended them all into a uniform design. At the side of the theatre, not shown in the photo, is a 15x25-foot breezeway
loading loggia where patrons may keep out of the rain, or sit while waiting in line for tickets at the boxoffice, or
wait to be picked up by a car parked in the theatre's adjacent parking lot. The theatre auditorium has 1,214 seats.

COFFEE,
ANYONE?
In the Art Theatres
Particularly, the Coffee
Nook Has Now Become
A Standard Service
A basement area was turned into an
attractive coffee nook wiien the Cinema
Theatre was remodeled and renamed
the World recently. A small closet area
becomes the coffee bar. Smart paper
on the walls, a pair of shutters to frame
the doorway, a counter and, presto! a
patron-pleasing asset.
LET CARPETING PLAY A LEADING ROLE IN YOUR
Many exhibitors have discovered that, in recarpeting Llicir theatres, they can purchase carpeting with a design or coloring especially
created for the decor of the house. Many mills will provide this service when the order is large enough—400 to 500 yards is said to be
the minimum. An example of this tie of carpeting design to the decorating scheme is the floor covering in the remodeled Fox Theatre
in Portland, Ore. The scroll and leafy decorations of the wall areas were duplicated in the carpeting material, even to the colors.
30 Th* MODERN THEATRE SECTION

—
At the Surf Theatre in Detroit, just off the
lobby is this nook. Members of the staff
prepare coffee just before the intermission,
and patrons serve themselves from two
coffeemakers located in the small closet
at the right.
The Coffee Nook in the Mayfair Theatre, Cleveland, is a simplified arrangement
a table flanked by two planters, on which there is an ever-present coffee urn, from
which patrons may help themselves. The lounge decoration is carried out in the
modern motif. The low benches, at right, border a large coffee table, at which
the patrons may comfortably have their snack.
DECORATIVE SCHEME
Geometric designs of this styling have been popular in theatres
for many years, but there is a difference in this
carpeting laid in the Empire Theatre, Grand Forks, N. D.
North Dakota is wheat country and the pattern carries the
wheat tassel motif in gold against the dark background.
Shown here is
another example of how a geometric design
can be tied directly into the decor of a theatre. In the case
of the cai-peting in the Empire Theatre, shown at the left,
the design served to point up the agricultural character
of the state in which the theatre is located. In the photo
above, the carpeting is in the Little Carnegie, a New York
art house. Subtly interwoven in the classic geometrical pattern
are the initials "LC," the hallmark of the theatre. The
"LC" may be seen in two cifniSrs of the plain squares. The
squares-within-a-square design- points up the simplicity
of the decorative plan.
BOXOFFICE October 20, 1956 31

THE
DECORATOR
LENDS A HAND
IN THE THEATRE
Exhibitors Paying More
Attention to Smart Decor
!n the Lounge and Lobby
At the Paragon Theatre, Melville, Sask., Exhibitor Hugh Vassos
was his own decorator. He used heavy rope, painted white to
gain this balustrade treatment for his stairway to the lounge.
I -mm^^^^M
Furniture selected for Loew's Riviera in Miami is
distinguished by its highly polished fine-wood frames.
A friendly, inviting living room effect is achieved.
In the inner lobby of the Granada Theatre, Cleveland, the old
ceiling was lowered nine feet, and given this treatment of wire
grille painted black, set off by the wood framing.
^
When the Linden Theatre in
Pittsburgh became the Studio, an
art house, it went modern all the
way in this fashion. Display
boards are in the shape of an
artist's palette. The palette design
Is used on the marquee as
well.
32
Th* MODERN THEATRE SECTION

EVERYTHING NEW EXCEPT THE WALLS
w>hen moviegoers entered the newly remodeled Columbia Theatre in Portsmouth, Ohio, many of whom
had been its constant patrons for several decades, there was an air of disbelieving. Everything was new
except the walls, and they, too, had been given a new styling. The job cost $100,000, but the owners, Chris
Velas of Bellaire, Ohio, and Vance Schwartz of Cincinnati, and the manager Phil Zeller, say the returns have
been worth it. The informal charm of the lobby, shown above, has been a most inviting asset. This was, before
the remodeling job, a high-domed area, with ornate trimming and wall murals. The ceiling was dropped
several feet and was covered with a wire grille material. A geometric wood frame was set against the dark
metal. In alternating squares, attractive brass lamps were placed. Cypress paneling was used for the walls, and
carried into the concessions stand. The canopy over the stand was gold neon around all four sides with
frosted glass used to keep the neon units completely sealed. The brick planter at the right is an extension
of the Roman brick used as facing for the boxoffice. The projection room and screen are equipped to handle
all dimensions, with motor-controlled masking permitting easy shifting from one scope to another.
The old auditorium piccure, at the right, shows the high-ceiling
lobby area which received the treatment shown in the
photo above. At the left is the new auditorium, with its curtain
arrangement in the rear to meet the lower ceiling line.
BOXOFFICE :: October 20, 1956 33

BACKING
THE
SCREEN
TOWER
UP
Picturesque buildings in original northwestern
design distinguish the El
Rancho Di'ive-In at Kent, Wash. The
cedar logs used for the buildings also
are used for the high fence at the rear
of the screen tower, a fence which in
turn is a setting for a covered wagon
mural. The screen tower is 67 feet high
and 85 feet wide, and is built of prefabricated
steel.
JhA/C .*».* »" ii C .1 .# •
The steel screen tower at the San
Gabriel Drive-In Theatre, San Gabriel,
Calif., is distinguished by the manager's
offices at the base of the tower, and a
40 by 60 metal pan sign mounted on the
tower girders above them. Aluminum
baffle boards, set up in sections of
graduated heights, flank the screen and
separate the 1,100-car ramp area from
the main entrance and exit roads. Light
standards are placed along the driveways
at 40-foot intervals.
CORPUS cu.
ilH
au:-.

A STADIUM-TYPE HOUSE IS UPDATED
TIVOLI THEATRE, TORONTO
OWNER: FAMOUS PLAYERS CANADIAN
In preparing for Todd-AO this
year, the Tivoli Theatre in Toronto restepped
its entire stadium floor, cut its seating
capacity from 1,456 to 955 and acquired a
surprisingly contemporary look for a house
that has been an entertainment landmark
in the Canadian metropolis for many decades.
The restyling of the auditorium was
on the theory that the theatre of tomorrow
must provide a comfortable seating plan,
with plenty of leg space, even if it means
fewer seats in the house. Seats in the auditorium
are now 36 inches back to back. In
restepping the auditorium, aisles also were
widened, and in some instances were rerouted
to make the various sections more
easily accessible to patrons. As the contrasting
before and after photographs on
this page illustrate, the old side boxes were
eliminated and cloth panels were used to
cover the murals which had decorated the
walls for so many years. To meet the requirements
of Todd-AO projection, the
proscenium opening was enlarged so that
a 55x27-foot screen could be installed. The
Tivoli is a key house in the Famous Players
Canadian circuit. The remodeling was
planned by the company's own engineering
department, imder the supervision of J. S.
Wolfe, supervisor of purchasing and construction.
BOXOFFICE October 20, 1956

TIVOLI THEATRE
.
. . Restyling Brings Fewer Seats, But Mor,
wLowlLt/ r A 'T ^T
onrwal 1 /,T
'''^^ '" '"' '"""'"' ""y-" Canadian
""'"'"' '
«" ''"Proyen.ents in the Ti.oli auditoriun,.
only was
Not
the stadwm floor restepped, to provide 36.inch back-to-back rows of
chars, but tAe groupmg of seats was changed for easier access to the various
secons 4 long center aisle was elin,inated Iron, the two upper /eve s ond
seats ,n the center section were regrouped for easier seating of patron
Eliminating Ornamentation Achieves Clean Lines, Open Look
BEFORE
In sett.ng about to brighten up the old entrance and foyer area the
areaosniZl T '" T''-''""'"''
bar. The photo at the riqht ihows how this was achieved.
"" '"""•' ""^'"^^ered look for the
AFTER
At the entrance, two sets of extruded aluminum glass door, were installed
Rubber t,le ,n three colors was introduced from foyer entrance to the
refreshment bar. A coat of paint eliminated ornamentation. A brass rail
at the ramps gave way to a single fabric-topped rail.
36
Th» MODERN THEATRE SECTION

lomfortable Chairs, More Leg Room and Greater Aisle Width
AFTER
One of the changes which helped create a more tailored look to the auditorium
was the elimination of the baluster-supported rails, and the substitution of the
solid dividers. In keeping with the subdued decor, the ornamentation in the
ceiling for the most part, was eliminated with emphasis given to the large
center' circle which frames the lighting fixture. The booth in the above photo
shows portholes for Todd-AO.
AFTER
BEFORE
Here is powder room styling in the old manner—wicker settee, mohair
sofa, rug on the floor, individual vanities and mirrors, fixtures which were
in vogue several decades back.
BOXOFFICE :: October 20, 1956
The new look has a planter-divider at the entrance, with the steps carpeted^
The floor is in rubber tile. The standup bar is of formica and padded
leatherette. Note shielded lighting fixtures above mirror.
37

OCEANSIDE, CALIF., GETS A NEW $250,000
OWNER: Margo Operating Co. ARCHITECT: Balch, Bryan, Perkins, Hutchason
The stadium-type auditorium seats 996 patrons, including 450 in the loges. A cry room is located at the right rear.
^/ne of the few hardtop motion
picture theatres to be built in Southern
California in recent years is the new modern
design Star Theatre in Oceanside.
Completed less than eight weeks ago, the
Star brings a total of four indoor theatres
and one drive-in to the community.
Costing just under $250,000, with furnishings
and equipment another $125,000, and
seating 996, the new theatre is on Hill
Street in downtown Oceanside. It is owned
by Margo Operating Co., which is headed
by Fred Siegel, who also has the Palomar
Theatre in the beach city.
The architectural firm of Balch, Bryan,
Perkins, Hutchason designed the stadiumtype
theatre.
William Glenn Balch, of the architectural
firm has designed over 180 Southland theatres
during the last 25 years, including
houses for United Artists, Fox West Coast.
Sere Enterprises, Pacific Drive-In Thea-
Continued on page 40
^ ^ ^ ^ ^ ^
m
nii:::!-:
III! 11 mil
t
i
The auditorium has been designed in a virtual rectangular design, with the screen drawn clear across
the width of the building— thus enabling the management to advertise that every seat is in front of
the screen. The auditorium is 151 feet 5 inches long and 64 feet 10 inches wide. Aisles are 4 feet
10 inches wide.
38 The MODERN THEATRE SECTION

lOOO-SEAT THEATRE
WWM^^^
nSTTS*?'
Architect's drawing of the entrance, foyer and
lobby area. The star design is in the terrazzo entrance
shown in the photo at the right.
An arched entranceway, with natural rock as the finishing material distinguishes the Star
Theatre. The terrazzo flooring reaching out to the sidewalk, the steel framing for the
display cases and doors and recessed dome lights create a simple elegance in the area.
Red and gold carpeting with its custom-designed starburst pattern
dominates the decor of the lobby. The starburst idea also is carried
out in the light fixtures. Restrooms are at the for end of the lobby, with
one of the two semicircular ramps shown at the left. Decorative
louvers and ceiling dome lights complete the treatment. Theatre offices
are located in an area between the two ramps.
B OXOFFICE October 20, 1956 39

STAR THEATRE .
. . Cont.
The loge section in the Star provides 440 luxury reclining choirs— that is, the backs recline in
response to pressure. There are 16 rows of seating with the chairs 38 inches back to back. At
the top right is a cry room, equipped with electrical outlets for bottle warmers, and other facilities
for comforts of the very young.
tres Inc., and many other independent
theatre owners.
General construction is of reinforced concrete
blocks, although the outside foyer
and lobby walls have been finished in natural
stone. This natural stone treatment
has also been carried out in the boxoffice
which is centered in the outer lobby
area. Carrying out the star motif, an elaborate
star design has been placed in the
terrazzo surface of the outer lobby. In
addition, the carpeting which was specially
created for the theatre has a starburst and
nebulae effect. The Alexander Smith Co.
mills rushed the 750 yards of carpeting to
Oceanside by air to meet the grand opening
deadline. Light fixtures in the inner
foyer and lobby were designed with the
theatre's name in mind—starbursts with
the points reaching out six feet.
Patrons will move from the lobby to the
auditorium over two semicircular ramps
leading directly to a cross-over aisle which
separates 440 loge seats from the rest of
the auditorium. The area between the
ramps has been given over to theatre
offices. The loges have a rise of 15 feet.
The chairs are deep-cushioned, padded arm
rest "Relax Recliner," a chair which reclines
in response to pressure against the
back.
Looking forward to attracting the young
family trade, the theatre has a cry room.
CREDITS: Carpeting: Alexander Smith • Projectors:
Simplex • Seating: Heywood-Wakefield •
Sound: Altec.
THE TRULY AMAZING
LIGHT
PROJECTING SYSTEM
140-165 AMPERES* 40%
MORE LIGHT THAN EVER BEFORE
NEW 13.6
FI.6
MM
CARBON ARC
HIGHER POWER!
LOWER COST!
FASTER SPEED OPTICS!
CONTROLLED FILM HEAT!
NOW YOUR DRIVE-IN CAN HAVE THE BRILLIANT
LIGHT OF INDOOR THEATRES
U. S. Distribution through INDEPENDENT THEATRE SUPPLY DEALERS • Foreign: WESTREX CORPORATION • Conoda: DOMINION SOUND EQUIPMENTS, LTD.
C. S. ASHCRAFT MANUFACTURING CO.. INC.
36-32 THIRTY-EIGHTH STREET, LONG ISLAND CITY 1, NEW YORK
40 Th» MODERN THEATRE SECTION

!
ONE SEAT FOR TWO IN
THE BALCONY, PLEASE
The loye seats in the Mayfair Theatre, having an
over-all width of more than that of two conventional
theatre seats, are shown in the loge section,
at left, and the generous back to back spacing
may also be observed. Below is a "before" photo
showing the former narrow seats and aisles.
In the balcony at the Mayfair Theatre,
Asbury Park, N. J., double-width love seats,
upholstered in soft velour doeskin, have
been installed by the Walter Reade circuit.
The custom-made chairs have six inches of
rubber foam in the seat and the back. As
a further contribution to patron comfort, a
staggered seating plan provides each patron
with an unobstructed view from any divan.
The Majestic Theatre at Perth Amboy
was the second Walter Reade house to receive
the luxurious divans and other installations
in the circuit will be made soon. The
circuit researched and experimented for
a year before deciding on specifications
and scheduling the installations.
^esty says—
ai^l^'l^l^ Hit!
Even your fussiest patrons will
enjoy the show more ... if the
seats in your theater are cushioned
with Restfoam foam
rubber.
That means they'll come
back more often. For Restfoam
has plenty of box-office appeal.
Gives greater comfort!
Cool and clean
FOAM PRODUCTS DIVISION
HEWITT-ROBINS INCORPORATED
Executive OfFices: Stamford, Connecticut
CORN
Restfoam foam rubber has
plenty of appeal for theater
owners, too. It's your best bet
for long service with low maintenance
cost. And it makes upholstery
fabrics last and last.
In fact, it's a four-star attraction:
K" Keeps its shape!
J^ Cuts upkeep costs!
.

The Walter Reade Guide
To Better Merchandising
Of Theatre Concessions
Money-Saving Ideas from the
Refreshment Manual of an Important Circuit
CONTROLS
In any operation as large and as complex
as the Walter Reade catering business. It
is necessary to set up and maintain standards
of yields on the various food items
that you use.
By careful testing the following standards
have been established:

QUALITY BRANDS BUILD TURNOVER!
The brand in demand sells faster and oftener!
When you feature known quality merchandise
like Nestle's Chocolate Bars you're making old
customers happy — and you're making new customers
all
the time.
Nestle's Bars are nationally advertised and have
national acceptance. And now Nestle's new pricing
structure means more profits to you with no compromise
in quality. The Nestle Company, Inc.,
2 William Street, White Plains, New York.
See your Nestle Representative
B OXOFFICE October 20, 1956 43

one good thing

.
eads 'em to another
GINGER ALE
ORANGE
ROOT BEER
CHERRY
GRAPE
Canada Dry Beverages in the bottle—
home favorites off millions . .
your assurance of presold demand at
your cup machine.

.-^^
Va -%
GUIDE TO BETTER MERCHANDISING
liquid
get the
PLUS
that only
popping oil
* '
offers! •
butterlike
Hi
all
for
your
popcorn I
PLUS
flavor,
these other advantages:
• golden color
• appetizing aroma
• fewer duds
• less cost per bag
• all-weather pouring
• measures accurately— no waste
• stores easily— no fire hazard
by the Popping Oil Specialists
To The Nation
Simonin, Philadelphia 34, Pa.
. Continued from page 42
liver 8 cc. of butter each time the plunger
is pushed. You are supposed to give two
squirts of butter with each serving of butter
com. You will use one pound of butter
when you push the plunger 60 times, which
is the equivalent of two squirts on each of
30 butter corn containers.
To see if you are getting these 30 servings,
you divide the number of butter corn
boxes you sell by the pounds of butter you
use. You are getting the correct yield when
the answer is 30.
POTATOES
A proper serving of potatoes is four
ounces of Fi-ench fried potatoes in a Sav-a-
Day dish. To males sure that you are giving
four ounces per serving, we have provided
every installation serving French
fried potatoes with a scale. Use it daily to
make sure you are giving no more or no
less than the four ounces per serving.
By actual test we have found that you
can get as much as 1% four-ounce servings
per pound of raw potatoes. We have
set the desired yield at 1.3 (l-Va) servings
per pound of raw potatoes.
To determine if you are getting the correct
yield, all you need do is divide the
number of portions sold by the pounds of
raw potatoes used. If your answer is 1.3
you are getting the correct yield.
SHORTENING OR OIL
We found by test that you should use no
more than one pound of shortening or cooking
oil for every 15 pounds of potatoes that
you process into French fries. To determine
if you are getting this yield, you divide the
pounds of raw potatoes used by the pounds
of shortening used. If your answer is 15,
you are getting the correct yield.
The New Imperial
H-D "SODAMAKER'
WITH 2 OR 3 FLAVORS
Contpleto, SeH-Contain»d Unit
SHPERIOR REFRIGERATOR MFG. CO.. INC.
•22-24 Hodlament Av«. St. Loub 12, Me.
READY
WILLING
AND
ABLE
VISCOUNT
Now in full production, the
beautiful ALL-NEW VISCOUNT
Mark II is assuming leadership
wherever it appears!
Designed and styled
to
be still popular and active
in the future, the Mark II
is
ready and able to
produce a PLUS-PROFIT operation
for YOU! When you
see what the Mark II can do
for you . . . you'll agree when
we call it the Champion!
The VISCOUNT Mark II is
now available throughout the
world. There is on authorized
Viscount distributor in your
area. For complete facts and
information on the Mark II
contact your distributor, or
write our General Office in
Las Vegas, Nevoda.
VISCOUNT
G. H. R. ENTERPRISES, INC.
MANUFACTURERS OF
VIKING AND VISCOUNT POPCORN MACHINES
Mail Address: RFD No. 1, Box 141, Las Vegas
MANUFACTURED IN EL MONTE, CALIFORNIA
The NEW Patented SPEED-SCOOP
Three times more efficient. Scoop ond pour a
bagful of popcorn in one single easy motion.
Made of light, stainless oluminum. Cool hordwood
handle. Perfectly balanced for maximum
efficiency ond speed. Only $2.50 ot your Theatre
Supply or Popcorn Supply Dealer.
SPEED-SCOOP
109 Thornton Ave., Son Fronciico 24, Calif.
46 The MODERN THEATRE SECTION

:
SYRUPS
There are 128 ounces of syrup in every
gallon. In the conventional theatres our
vending machines are set to deliver one
ounce of syrup for every 10-cent drink.
For every gallon of syrup used you should
get 128 cups, each containing one ounce of
syrup and five ounces of water or carbonation,
or $12.80 worth of sales.
We have set the desired yield in conventional
theatres to 120 10-cent drinks
(or $12.00 in sales) for every gallon of
syrup used.
To see if you are getting the correct yield,
divide the number of drinks by the gallons
of syrup used. If your answer is 120 you
are getting the correct yield.
Du Grenier
MERCHANDIS
COFFEE
In the drive-in theatres and our outside
installations we use coffee both in 14-ounce
bags and in 2 1/2 -ounce bags. In our Drivein
Consumption Report, we convert the
total amount of coffee used into ounces.
If you used 100 14-ounce bags and 100
2V^-ounce bags during a single week, you
would
(1) Multiply the 14-ounce bags by 100
to determine that you have used
1,400 ounces of coffee from the 14-
ounce bags.
(2) Multiply the 21/2 -ounce bags by 100
to determine that you have used
250 ounces of coffee from 2y2-
ounce bags.
(3) Add the two totals (1,400 ounces
from the 14-ounce bags and 250
ounces from 2 V^ -ounce bags, total
1,650 ounces of coffee).
(4) Divide this total amount of ounces
by the total cash sales of coffee.
If the answer comes out to 50 cents worth
of sales per ounce of coffee used you're
right on the beam.
HOT CHOCOLATE
There is a bit of multiplication and addition
necessary to figure your correct yield
for hot chocolate. This is because we sell
seven ounces of hot chocolate in the cup
that retails for 15 cents and eleven ounces
of hot chocolate in the cup that sells for
25 cents.
To determine the yield,
you
(1) Multiply the number of 15-cent
cups sold by 7.
(2) Multiply the number of 25-cent
cups sold by 11.
(3) Add these two totals.
(4) Divide this number of units by the
pounds of chocolate used.
If the answer is 96, you are getting the
exact yield that we want you to.
Continued on page 52
BOXOFFICE :: October 20, 1956
They lead in
speeding profitable sales off
CANDY * MINTS * GUM
CIGARETTES * CIGARS * PASTRY
SANDVIflCHES and other merchandise
DuGRENlER
gives you
yEND-ABlLlTY
with
DEPENDABILITY
DRAW THEM FAST !
800
Ice-cold 6 ounce
carbonated Drinks per hour
COLA, ROOT BEER, Flavor
15 Hale Street, Haverhill, Massachusetts
General Sales Office: 250 W. 57th St., New York, N. Y.
Drink and
Sparkling Soda — all at their best.
COMPLETE !
PROFIT
Self-contained
ALL STAINLESS STEEL DISPENSER
Ready to use! Electric Corbonotor and Mechanical Refrigeration.
WRITE FOR BULLETIN—MT-A
Manufacturers of Beyerage Dispensers exclusiyely for more than 50 years
MULTIPLEX FAUCET CO. moo ferguson ave., st. louis m, mo.
47

THE MANLEY
MOST MODERN
POPCORN MACHINE
AMERICA'S
• Gives You 80% Gross Profit
from the Corn You Pop
• Exclusive See-Through Kettle
for Extra Merchandising
• Controlled Heat for Greater
Value
Popping Volume
• Hot Air Conditioning for
• Semi-Automatic Control}
Fresher Corn in Any Climate
THESE COMBINATION SALES MAKERS WILL
PRODUCE 2 SALES PER CUSTOMER -— -^
INSTEAD OF II
^- -
fOtia^mSim
/
THE MANLEY REFRESHERETTE is a
combination cold drink machine and a
rotary hot dog grill. Dispenses a variety
of ice cold soft drinks in many flavorsplain
or carbonated. The rotary grill
cooks up to 204 hot dogs an hour or
17 every five minutes. Here's your
opportunity to sell both hot dogs and
cold drinks from one easy-to-operate
piece of equipment.
THE MANLEY COLISEUM is essentially
the same as the Refresherette, only instead
of the hot dog grill, the Coliseum
has an easy-to-operate popcorn machine
that will pop 350 cartons of
delicious popcorn an hour with
an elevotor
warmer thot will add 72 VA oz.
cartons of popcorn. Here's a perfect
pair for bigger profits ... ice cold drinks
ond fresh, hot, delicious popcorn.
48
Th« MODERN THEATRE SECTION

EVERAGE
PROMOTIONS
Theatres and Beverage Firms
Team Up to Attract the Kids
B.EVERAGE PROMOTIONS tied in With
kiddy matinees are a sure way to increase
the concessions business and to build a
great deal of goodwill with patrons. Theatremen
will find the beverage distributors
ready and eager to cooperate in putting on
a contest or a bottle cap auction for prizes
or other types of promotions.
ADMISSION BY CAPS
This cooperation includes newspaper
advertising for the special matinees and
usually the local beverage distributor buys
out the show for a flat fee. Children are
then admitted to the show for a certain
number of bottle caps. Prizes are usually
rounded up by the theatre manager from
local merchants who are glad to participate
for the advertising they get. Sometimes
prizes are furnished by the beverage
distributors.
Wherever the beverage-matinee tie-ins
have been put on the theatre's concessions
business has been greatly stimulated and
the beverage distributor also benefits by
increased sales over his territory.
Details of some very successful promotions
which were conducted during the
past year will be given here for the benefit
of theatremen who would like to do something
similar at their theatre next year,
for the promotions are usually conducted
during the summer vacation period.
7-Up Bottle Cap Roundup
Out in Seattle, Delmo M. Larison, manager
of the F^fth Avenue Theatre, promoted
a "7-Up Bottle Cap Roundup." Once
every six weeks Glaser Beverages, Inc.,
distributors of 7-Up, rents the Fifth
Avenue from 10:30 a.m. to 12:30 p.m. for
the roundup. Shows of similar nature
covering alternate weeks are held in the
Everett Theatre. Everett. Wash.; the Admiral
Theatre, Bremerton, Wash.; and the
State Theatre, Olympia, Wash. At the
Fifth Avenue, the program is in effect from
April to September.
gloves, roller skates, six gun sets, pogo
sticks, bow and arrow sets. All of these
items are furnished by Glaser Beverages.
In offering the various articles for
auction, LeRoy Bedker, a Glaser man
asks for a bid from the audience. This bid
has to be in 7-Up bottle caps. The first
bicycle went for 4,700 caps which the lucky
little fellow brought in suitcases!
The second bicycle went for 3,300 caps
and a pogo stick for 500. The auction
lasted 30 minutes and during that period
of time 38,000 bottle caps were bid in at
the Fifth Avenue. Average attendance
runs from 800 to 1 200 children.
Glaser Beverages furnished each theatre
with a screen trailer and lobby card
which were exhibited for three weeks prior
to the scheduled matinee. The theatres
were not required to furnish any special
equipment as the beverage company has
its own P.A. system and all necessary
props.
Glaser backed the matinee with TV and
radio for three full weeks prior to the
engagements, and the company's staff
placed point-of -purchase advertising in all
of their grocery and food outlets. The
company also carried 4x6-foot signs on
all of their 41 route trucks. The theatres
ran a small newspaper ad the day before
the matinee, and set up lobby displays of
the items for which the children could bid.
"This auction, as conducted by the
auctioneer and his assistants," says Larison,
"created more interest and excitement
I
J
Continued on {allowing page
PRIZE-WINNING TICKETS
Admission is six 7-Up bottle caps, exchanged
for a ticket which entitles each
participant to an opportunity to win various
prizes, among which are dolls, monkeys,
beach balls,
etc.
The program includes a major feature
recommended by the Parent-Teachers
Ass'n for children and cartoons, and is
climaxed by an auction from the stage.
At this auction, among other items offered,
are two high-grade bicycles, boxing

BEVERAGE PROMOTIONS
Continued from preceding page
than anything I have ever seen offered at
a theatre children's show."'
Pepsi-Cola Auction
In Harrison, Aik., Doyle Branscum of
the Lyric Theatre gave a new twist to the
matinee promotion. Here the admission
is ten cents to young and old, and the children
turn in their Pepsi-Cola bottle caps
on Tuesdays and Pi-idays at the Pepsi-Cola
plant in Harrison or at the Lyric Theatre
between 9 and 10 on Saturdays. They are
given auction vouchers for the number of
caps turned in.
Each voucher has a stub and the name
the child and the number of crowns is
of
entered on this stub in the boolc retained
by the theatre or the beverage plant. At
the end of the week the stubs are totaled
up, and this gives the final count for the
award of a bicycle to the child turning
in the most crowns for the entire nine
week period which ran from July 7 to
August 25. The youngster who won the
bicycle turned in 16,499 caps; runner up
turned in 10,823.
AVERAGE ATTENDANCE 400
Average attendance at the shows was
300 to 400, about 25 per cent adults. The
highest bid at the auctions was 2,200
vouchers for an air rifle. Other bids: dolls,
500 to 700; ball gloves, 400 to 700; fishing
rod and reel, 1,500.
The average number of bottle caps
turned in each week was 15,000, although
one week saw the mark go to 20,000.
Pepsi-Cola Co. pays for all advertising
which includes generous four-column, 15-
inch advertisements in the newspaper, and
if the ten-cent admission is not enough
they make up the difference for what
Branscum considers the expense of the
show. The promotion was well worth
while for Pepsi-Cola for the plant manager
says his business was increased by
the promotion about 25 per cent over his
zone. He wants to do it again next year
and make it bigger and better.
As for the theatre, concessions sales
were excellent and Branscum credits the
Auction
Voucher
K*c*>vf«i of

THE BRAND IN DEMAND
WHEREVER YOU LOOK
HEIDE Candles
|||[^MADE BY HENRY
NATIONALLY ADVERTISEDI
NATIONALLY RECOGNIZED!
Backed by increased television advertising
plus continuing ads in national magazines.
INCORPORATED
NE>V YORK 13, NEW YORK
BOXOFFICE :: October 20, 1956 51

:
GUIDE TO BETTER MERCHANDISING
MILK
Continued from page 47
Let us preface this discussion by pointing
LIKE
THIS:
Availa ble
in
5< and 10< bars,
6-bar take-home
package, 10 oz.
bags of bite-size
pieces.
out that when you sell milk to patrons,
you will sell the 15-cent half-pint containers.
The control on your milk inventory
refers only to the quarts of milk you buy
to serve
with coffee.
We have determined by actual test that
THE
SATURDAY
EVENING
POST
a quart of milk should provide enough
milk to put % of an ounce in 45 10-cent
cups. (By actual test we have found an
exact yield would be 55 cups.)
In your 20-cent large coffee cups you
serve twice as much milk. However, it is
not necessary to break this down because
your 20-cent cup contains twice as much
milk and coffee as does the 10-cent cup.
To determine if you are getting the correct
yield, divide your total cash sales of
coffee by the quarts of milk used. Your
answer, if you are getting the correct yield
is 450 units per quart of milk.
MEASURING
We have provided every installation with
a little plastic measuring unit marked off
in cc's, which can be used for butter, for
syrup or for milk. In the case of butter we
recommend you test your machine every
day to make sure that it is giving 8 cc's
of butter per squirt.
For measui'ing syrup, there are 30 cc's
to a fluid ounce. Place this measuring
unit under the syrup flow of your vending
machine and if it fills the measuring
unit to the 30 cc line this means you are
serving the correct one ounce of syrup per
drink for a 10-cent cup.
In the case of milk for coffee, a correct
%-ounce serving of milk per 10-cent cup
of coffee is % of 30 cc's, or, 22 '/a cc's.
Your homeoffice every week will check
your yields, just as you should right in the
theatre. If you find you are missing the
mark on any item, as a good manager, you
should check your stand personnel immediately
to make sure they are serving
the correct size portion and to make sure
that youi- equipment is operating correctly.
Just push
hot
fresh,
Push-Button Automatic
E-Z WAY COFFEEMAKERS
Ideal
profit-producers
in Drive-In
Theotres, Conces-
4-SDA
Push-Button
Automatic Shown
For Filling Cup«
Also Available:
4B for Automatic
Deconter Filling
4SCD for ManHol
Opcrotion
the button for
coffee anytime!
No shortage during intermissions
PERFECT PORTION CONTROL the E-Z WAY
Fresh, Good Coffee Always Available
No Stale or Throw Away Coffee
• SAVE up to 75% on LABOR in preparing
coffee and cleaning equipment.
• 115 Volt Operation.
E-Z WAY COFFEEMAKERS let you
toke full advantage of labor-saving,
profit-producing features of
soluble
coffee.
for Full Details Write
STEEL PRODUCTS CO.
Cedar Rapids, Iowa
POPCORN
1. To operate the machine always place
seasoning in kettle immediately upon
turning on the heat. To avoid burning
up kettle, never turn heat on without
necessary quantity of seasoning in kettle.
2. To determine if kettle is ready to receive
raw corn, use one of the following
methods
(a)
Watch for "smoke signals"—in other
words, when smoke forms in kettle
the oil is ready to receive the com,
or
(b) Turn on kettle and immediately
place two or three kernels in kettle.
When these kernels start popping,
pour in corn.
These methods will assure maximum
possible yield.
3. Cleaning of Machine.
(a)
(b)
Allow kettle to cool slightly.
Use warm soapy solution and wash
kettle as well as remaining parts of
machine.
52. The MODERN THEATRE SECTION

Kettle
—
(c) To remove any possibility of soapy
taste, follow with a clean water
( d
I
rinse.
should be cleaned nightly and
not allowed to stand overnight as
this permits oil and salt to crystallize,
causing kettle to become pitted.
FRENCH FRIED
POTATOES
After peeling and slicing, wash potatoes
and drain to remove all moisture. Blanch
approximately V2 basket at a time (350° F.)
for about five minutes until potatoes are
soft. Leave in basket above grease for a
few minutes to allow grease to drain. In
order—place potatoes in fry basket and fry
for approximately 2 minutes at 375° F. until
golden brown.
COOKING TEMPERATURE
The importance of low temperature cooking
cannot be overemphasized. No matter
what cooking method or type of cut is used,
it is well to remember that low temperature
cooking to just the right degree of "doneness"
reduces shrinkage. In addition, the
nutritive value is retained, less fuel in consumed
in the cooking operation.
Thawing Methods:
1. In a refrigerator.
FROZEN FOOD
2. Before a fan blast of air at room temperature.
3. At room temperature.
Never refreeze quick frozen foods after
thawing.
Quality will be impaired seriously by refreezing.
FACTS ABOUT DEEP FRYING
1. Never let your fat get too hot. Any
temperature over 400° will break down fat
and destroy it.
2. When not in use, keep your fryer at
300° F. or lower for best preservation of
fat.
3. When you heat fat first time during
the day, set your thermometer at 250° F.
and heat slowly. Rapid heating shortens
the life of fat.
4. Keep your shortening clean. Strain it
at least once per day or oftener if the fryer
is
in constant use.
5. There is a right sized load for every
fryer. This means that there is a certain
ratio between the fat and food which should
be absorbed. The recommended ratio is 1
to 8, and you should load the fryer with
1 lb. of food for every 8 lbs. of shortening
in the kettle. If you are constantly pushed
to frying above the ratio, you need another
kettle.
CLEANING THE DEEP FRYER
Once a week or oftener, clean the kettle.
Drain off shortening. Fill kettle with water
and heat it to boiling. Add from 3 oz. to
1 lb. of a cleaning compound. Never use
a caustic or lye solution. After boiling for
25 minutes, turn off the heat and let the
solution stand in the kettle ovei'night. In
the morning, drain and refill with fresh
water. Boil and drain again. Be sure that
all fat and carbon which form on the lower
parts of the heating elements are removed.
Use a stiff-bristled brush to loosen carbon
and the gummy deposits on the units, and
the heating coils. Refill fryer with water
and boil. Add from 2 tablespoons to 1 cup
of vinegar^depending on the size of the
fryer. Stir for a few minutes and drain.
Rinse fryer carefully with fresh water. Dry
fryer thoroughly. Add fresh and/or filtered
fat as needed.
Urn Method:
You
need:
1. A clean urn.
COFFEE BREWING
2. A clean urn bag of the correct size (not
necessarily newj freshly rinsed in cold
water.
3. Freshly boiled water.
4. Fi-esh coffee.
5. Sufficient water in urn jacket.
Now:
1. Spread 14 oz. of coffee into urn bag.
2. Place bag in urn.
,
COOKING
For your assistance and guidance we have fou
temperatures and procedures for preparing our mei
ITEM
3. Pour 3 gal. of boiling water carefully
over coffee, with a circular motion.
4. Pour 1 gal. of coffee through the urn bag.
5. Remove urn bag and grounds immediately
after coffee has dripped through.
You should:
1. Wash urn bag in cold water—no soap
and place urn bag in a pan of cold
water until next use.
2. Clean inside of urn after each batch by
pouring a couple or more gallons of boiling
water through the urn and scrubbing
the liner with an urn brush.
3. Clean faucets at close of each day.
4. Leave several gallons of water in urn
when not in use.
5. Clean gauge glasses twice a week.
6. Give urn a thorough cleaning twice a
week by adding coffee urn cleaning compound
(available free from your coffee
supplier) to water (% full). Then turn
the heat on and when it starts to boil
open the faucet and let same run
through. Let the equipment heat and
this for thirty minutes. Scour
soak like
the urn, the inside of the cover, and
give special attention to the liner plug.
VACUUM BREWING METHOD
1. Clean and rinse upper and lower bowls.
2. Fill lower bowl with fresh cold water to
mark on bowl (Do not overfill. Water
expands when heated). Place on high
Continued on following
page

—
GUIDE TO BETTER MERCHANDISING
Continued from peectding page
heat. When water starts to rise reduce
heat.
3. Adjust clean filter. Add measured
amount of coffee (2'/2 oz.) to upper
bowl.
4. When water in lower bowl is boiling
briskly, reduce heat and set upper bowl
on lower bowl with a slight twist, making
a tight seal.
5. When water has risen into upper bowl
(a little always remains in lower bowl)
stir thoroughly in both directions for
about 30 seconds and then shut off the
heat.
6. Serve immediately or place on warming
unit to be held at 185° -190° F. Never
allow coffee to boil.)
7. Wash grounds from upper bowl and remove
filter unit. Wash same with cold
water.
SODA FOUNTAIN FORMULAS
ALL SODAS
1. Wipe glass with whipped cream, begin
at bottom and work towards top.
2. Place spoon in glass.
3. 3 oz. syrup.
4. Pine stream of soda water 'till almost
full.
5. Two No. 24 scoops of Ice cream.
6. Finish with coarse stream of soda
water, slowly, almost to overflowing.
7. Keep ice cream to side of glass with
spoon, so as not to let additional
soda water run on ice cream.
8. Turn ice cream with spoon.
9. Remove spoon and replace with clean
one.
10. Unless your customer asks otherwise,
use vanilla ice cream in all sodas
and sundaes.
MALTED MILK
1. Two large spoons of malted milk.
STOP ROBBING YOURSELF
of profit on your soft
drink and mixed
drink business
s;
2. 6 oz. of milk.
3. 2 No. 24 scoops of ice cream.
4. Place on mixer (If day is very warm,
add a few small pieces of ice, when
placing on mixer).
5. Take 12 oz. glass, wipe Inside with
spoon of whipped cream—starting
from bottom and working up to
drinking edge of glass.
6. Pour mixture from mixing cup into
glass
Yb full—serve with straw.
MILK SHAKES and
FLOATS
1. 2 oz. syrup.
2. 1 heaping soda spoon of vanilla ice
cream.
3. 6 oz. milk.
4. Place on mixer for V2 minute.
H
"I 6ET A REAL
CHARGE OUT
OF THIS"
'
MAIL THIS COUPON TODAY "*
Pl««t« »«nd m« full fjcti on tht Q Sodamasftr
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' Sup«rch«rg«r c«rbon«tors.
Firm
Addrvti
N«m*
getSODAMASTER...
your own miniature bottling plant
(without the bottles)—and pay for it
from only part of the savings
ONLY SODAMASTER beverage dispensing equipment
CAN BRING YOU THESE EXCLUSIVE EXTRA-PROFIT ADVANTAGES
• The identical beverages previously obtained from bottles— with
carbonation equal or higher. • As much as 6?% savings on
bottled flavors, 96% savings on club soda.
• A variety of flavors,
instantly, at the finger tips. • Unmatched service speed, avoiding
dissatisfaction and "walkouts" at rush periods. • Elimination
of costly, troublesome, time-consuming bottle handling. • Uniform
coldness and perfect proportions of beverages, automatically.
WHEREVER SOFT DRINKS OR MIXED DRINKS ARE SERVED
...SODAMASTER SERVES THEM BETTER FOR LESS
WEST COAST riANTi IM>2t S. M A««., f. O. loi 142. Norwilk, C«llf.
IN CANADA: GENERAL EOUIPMSNT CORR.. LTD.. TORONTO, ONT.
A WORD ABOUT YOUR EQUIPMENT
We do not expect you as a theatre or refreshery
manager to be master mechanics.
We do expect you to keep your equipment
clean and make preventive maintenance
repairs. Many of the service calls that are
now being made by our maintenance department
could be avoided with a few
simple precautions and daily cleaning of
your equipment.
Soap, rags, water and cleaning materials
are inexpensive. Lay out a schedule so that
your attendants maintain and clean all
equipment on a regularly scheduled basis.
This is relatively simple in a conventional
theatre where your equipment is limited
and you are concerned principally with:
1. Keeping the glass in your candy counter
clean.
2. Regularly defrosting and cleaning your
ice cream freezer.
3. Cleaning the interior and the drinkdispensing
parts of your drink vending
machines.
4. Keeping your popcorn machine or
warmer clean, free of grease, and your
kettle clean and polished.
54 The MODERN THEATRE SECTION

HOW TO CUT FOOD COSTS AND INCREASE PROFITS
By PHIL LOWE*
RELATIVE PERCENTAGE OF BUSINESS BY ITEMS
I HE USE OF STATISTICS Compiled
from your own operations can be a most
valuable guide to cutting costs, increasing
profits and also increasing sales.
Published here is a series of charts from
self-operated stands used by our refreshment
department to determine what we
are selling and how much of it in relation
to our total sales, what our over-all costs
are, and what our cost is on each item.
COMPARATIVE SALES FACTOR
Let us first look at the sales factor as
shown in the charts No. 1 and No. 2. These
are simple sets of figures which show over
a two-year period for two drive-in theatres
what percentage of our total sales each
item accounted for. By themselves these
figures are not able to guide us toward
improving our operation, except that there
may be certain wide differences between
one theatre and another. As you can see,
Theatre Y does an outstanding job on
popcorn and hamburgers. Theatre X in
1956 sold a relatively new item—clam
cakes.
When inspecting these charts, our operating
executives are interested in whether
the trends and figures in one theatre
should call for a policy change in another.
Note that as a result of the vast difference
between hamburger sales in Theatre
Y over Theatre X, our managers were
alerted in Theatre X as well as other operations
to pay particular attention to this
item. The 1956 chart shows that Theatre
X responded admirably with greatly increased
sales and at the same time Theatre
Y also sold more hamburgers than before.
Actually the difference between Theatre X
and Theatre Y's sales of this item are not
as great as they appear on the chart, since
X only sells hamburgers, while Y figures
include hamburgers, cheeseburgers and
pepper steak. You can be sure that the
1957 season will see increased attention
in Theatre X to the sale of cheeseburgers
and pepper steak.
CORRELATION OF CHARTS
Chart No. 1. Theatre X, 1955 Theatre X. 1956
I?
1^.1 fe fe 3 »
imvAi
n 21
Chart No. 2, Theatre Y. 1955 Theatre Y, 1956
AV£RA&£ iqSS
»SW::::::>ft%-??-;:¥:%WSS
i
i
e
i aw
Hi
?!
?"
RELATIVE FOOD COSTS OF ITEMS SOLD
1956 >%LES;STHAN iqSS
Chart No. 3, Theatre X, 1955 Theatre X, 1956
a
y
J.
9LJ
c
5
iimA
At this point let us correlate the first
set of charts—No. 1 and No. 2—which
show sales of items with the second set
of charts—No. 3 and No. 4—which show
relative food cost of those items. A word
of explanation about the last two charts.
The line across the center represents the
average food cost for the operation. For
your guidance in checking comparative
food costs for Theatre X, the 1956 average
food cost is four per cent lower than in
1955. For Theatre Y the 1955 and 1956
average food costs are identical. The items
which have a lower than average food
ti
k
\j <
t. 1
L3
^
y o
a.
m
< ^
T I iff
•Theotre Candy Co., Boston, Moss.
Continued on page 69
Chart No. 4. Theatre Y, 1955 Theatre Y. ;956
BOXOFFICE :: October 20, 1956 55

'
'—
TROUBLE
ANALYST S
"""'
— I
DIGEST fOT the projectimigrfc
A Simplified Maintenance Guide on Sound and Projection Equipment
y/ Sound
If NO SOUND can be obtained from
one projector, first check to see if the exciter
lamp is burning, correctly adjusted,
and no obstruction in the path of the light
beam. Check or replace with new the
photocell, and check voltage to see if it is
around 80 or 90 volts: check all the connections
with a multimeter; check the
changeover switch to see it is making good
contact.
Sound in the projection room monitor
but not in the auditorium may be caused
by an open in the speech line; check
speaker plugs back stage and see if they
are pulled out; speakers may be shortcircuited
or voice coil is defective; if not
PM speaker, check other types for field
supply voltage.
CHECKS TO MAKE
If the major symptom is no sound in
either the stage or monitor speakers, a logical
procedure would, of course, involve
checking the exciter lamps, the photocell,
all the connections, amplifier tubes, speech
line for open, power supply, and last, but
not least, the voltages, with high quality
test equipment. Headphones are frequently
used to check along the path of the signal
through the amplifier, though care must
be used, and a small condenser in series
with one lead to block and flow of direct
current, etc. One should keep in mind that
contacts and switches in the sound circuits
are possible sources for faults which
would result in no sound output, and open
windings in transformers.
A buzz or hum will get into the sound
reproduction if the lateral guide rollers are
not correctly adjusted. Use a "Buzz Track"
loop of film for checking guide rollers. Be
sure the rollers turn freely and don't develop
grooves.
Excessive distortion In the reproduced
sound may be due to weak or defective
vacuum tubes, weak and strong tube in
pu.sh-pull stage, failure of some ampUfler
56
By WESLEY TROUT
component, bad electrical connections, and
defective speaker.
The procedure for tracing the cause of
sound distortion is much the same as for
hunting for no sound output—that is, the
more obvious things are checked first, then
the signal can be traced through with a
headphone until the point where the distortion
takes place is isolated. Of course,
at this point detailed checking will uncover
the reason for the distortion and a
corrective measure may be taken. First,
however, always check your tubes to make
sure they are good.
May we emphasize here that regular and
Common Sense and Cool Head
Are Booth Requirements
HIS is a handy guide covering
all of the most important maintenance
on sound and projection equipment,
in simplified, trouble-shooting
chart form. By its use, we think any exhibitor
or projectionist can trace down
and clear most ordinary troubles encountered
in their work. We have endeavored
to present only those troubles
that most generally develop, and then the
most easy and efficient way to check
and repair the trouble. A little common
sense, a cool head, are two of the
necessary ingredients which should go
hand-in-hand with these instructions for
fast servicing of equipment.
In compiling these digests, the writer
had in mind systematizing search for
sound and projection trouble, and the
idea is to jiresent average troubles which
require only a minimum amount of test
equipment and tools.
We are sure that
any projectionist or exhibitor will find
them easy to understand and apply.
Space will not, of course, permit covering
in detail every trouble that might
develop, because there are some problems
that spring up, in the course of
time, which will require the services of
either a sound engineer or an expert
mechanic. However, these cases are rare
and you will find the data in this article
will cover most troubles that may develop
in the average projection room
today.—W. T.
routine maintenance work on the sound
system is worthwhile in eliminating the
causes for breakdowns before they occur.
Keeping all the connections tight, all the
components clean, and keeping a regular
check on the vacuum tubes, are a few of the
most important requisites to obtain good
sound reproduction.
CAUSE OF LOW VOLUME
We could name quite a number of reasons
for low volume but will list a few of the
most important that occur in almost all
sound systems. Three of the trouble sources
for low volume, we find out in the field,
are dirty sound lens, oil on lens surface
and incorrectly adjusted exciter lamp and
blackened bulb.
Projectionist should daily
clean the sound lens and check the exciter
lamp to see that a good, clear spot is
beamed correctly. Low volume can be
caused by incorrect voltages (low voltage)
at the tube sockets, particularly grid, plate
and screen voltages, etc. Check the filament
voltage, too! Check photocell and
voltage.
It is a good idea, if trouble cannot be
found in the preceding check, to use an
ohmmeter and check speech circuit for
ground or partial short, checking the line
from amplifier to speaker. There may be
an internal open which will show on your
ohmmeter. Last, make a complete check,
in a stubborn case, of all the connections
and check with ohmmeter. In rare cases,
sometimes, it is necessary to make many
tests and checks before the cause or causes
of low volume can be tracked down and
cleared, but many troubles have been
cleared by simply checking tubes, cleaning
sound lens or installing a new photocell.
SOUND HEAD VITAL UNIT
Perfect sound reproduction depends on
many units, of course, but one of the very
important units of the sound system is the
sound head and its operation. It must be
kept properly adjusted, cleaned, and lubricated
if one expects reasonably good reproduction.
Right here we would like to bring
to your attention the importance of correct
speed of the sound head. Since the pitch
or frequency of the reproduced sound depends
upon the rate at which the sound
track varies (optical sound head) the intensity
of the steady beam of light from the
exciter lamp, it will be evident that the film
motion at the point where this beam passes
through the sound track must be as nearly
uniform as possible if the reproduced sound
is to be exactly like the original.
The MODERN THEATRE SECTION

—
—
Any film speed variation at this point
will cause the pitch to be unsteady—rapid
variations such as might be caused by the
film sticking to worn or rough sprocket
teeth (undercut teeth) result in "flutter,"
and the sound is rough and gargly. Slower
variations such as those resulting from
drive motor speed variations, or defects in
mechanical filtering devices, cause "drift"
or "wows," since they occur at a slow
enough speed for the ear to perceive the departures
from steady pitch.
CHECK SPEED OF MOTOR
The early sound heads depended upon a
very heavy flywheel to maintain a steady
rate of speed and create a smoothing out
and filtering action, but such a system did
not always do a good job of filtering. In
the modern sound head this is taken care of
by a rotary stabilizer and flywheel action
which does a tip-top job of keeping the
sound track running past the light beam
at a steady, even speed, eliminating flutter
and "wow." But there are times this modern
filtering unit requires adjustment. Instructions
for cleaning and adjusting these
units were explained in detail in our series
on Servicing Modern Sound Equipments.
We might add here, that the speed of the
motor should be frequently checked with
a speed indicator, and the voltage supplied
to it for power. The voltage can vary five
per cent, minus or plus, without affecting
the speed where it will be noticeable in the
sound reproduction. However, the power
supply should be kept within the recommended
values for good operation.
now! profit without problems
NEW
^VICR,-A.-L.ITE3
LENTICULAR
SCREEN
'the screen of optical precision"
offering the first great improvement in maximum
liglnt distribution & reflection—yet priced
lower than ordinary "half-there" screens I
features:
V_amazingly low
cost
^maximum reflection
^{:fgreatest
distribution
What's a "half-there " screen.' It's a screen
that deprives half your patrons of the
brightness and original clarity of the fine
new films you're showing. Now, with
L. E. Carpenter's just developed screen
employing all of the important scientific
findings of Lenticulation—you're assured
of top light distribution and reflection.
That adds up to more satisfied patrons
more box oifice sales
MORE PROFITS FOR YOU!
sL^no disturbing seams
Get the complete facts
now, today! Contact your
local theatre supply dealer
for prices, or write, wire
or phone us for our
factual booklet.
L. E. CARPENTER & COMPANY
VICRA-LITE SCREEN DIVISION
Empire State Building, NewYork 1, N.Y. • LO 4-0080 • Plant: Wharton, N.J.
V Projector
"Travel ghost" is caused by the shutter
being out of time. This trouble can generally
be corrected while the machine is in
operation by slightly turning the shutter
synchronizing knob either back or forward,
according to the way the streaks are
moving up or down. If the shutter is too
much out of time, it will be necessary to reset
by loosening the shutter on the shaft
and just as the intermittent movement
starts to turn, shutter should cover the
aperture about halfway. Rne adjustment
can then be done by turning the shutter
adjusting knob. Projectors equipped with
double shutters require special procedure
for timing both shutters, the instructions
sent upon request.
Unsteady picture can generally be traced
Continued on following page
BOXOFFICE :: October 20, 1956
USE UP those CARBONS! Full
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if not 100%
^^^^^^^^^^^^^^^ Satisfied
CALI CARBON COUPLERS HJlMiSi i
Let You Burn All the Carbon ^K^%^ I
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Per Hundred, postpaid: Not Packed in Mixed Sizes. '"0'"e efficient.
5„„ $2.25 They save 25% or more of carbon costs.
7mm $2.50
8mm $2.75
9mm $3.25
No worrying about injury to high priced car*
ton savers. Burn 'em up, you still iroflt.
Most economical carbon saver you ever used!
CALI Products Company
3719 Marjorie Way Sacramento 20, Calif.
The WORLD'S LARGEST Producer of Carbon Savers
At all progressive supply houses.
57

. the
/
//y
—
Let QS
show tfon
how to
PUT J^^LOR
TO/l^ORK
in ur DRIVE-IN
^p
Color . . . expertly selected . . . glamorizes
your Drive-in. Creates a fantasy
of beauty and entertainment to attract
and lure daytime passers. And converts
your entire Drive-in to a spectacular,
giant-sized advertising billboard.
You send us, or your nearest N.T.S. branch, photographs (good
snapshots will do) of your screen tower, ticket office, concession
stand, fences, etc.
^^ We provide you with a complete color
scheme and layout
prepared especially for your theatre. This is absolutely FREE.
^P
You order the Spatz Paints and colors recommended. Your
own crew or painting contractor can apply them.
You pay only for the paint .
below I
color service is free I Use coupon
Spatz paints are the highest quality, weather-resistant outdoor
paints. They cost no more than other first quality paints.
manufactured by:
//^ ^^v"*^^
distributed by:
SPATZ PAINT INDUSTRIES, Inc.
^f^fTS ' NATIONAL THEATRE SUPPLY
5237 Manchester St. Louis 10, Mo. \\\ |
^^
bronchos coost-to-coast
to: NATIONAL THEATRE SUPPLY, 92 Gold Street, New York 38, N. Y.
I want to take advantage
of your free color
styling service. Enclosed
Name of theatre
My name
Ad d ress
ore pictures of my Drivein
theatre. City
-State.
TROUBLE ANALYSIS
DIGEST
Continued from preceding page
to the following reasons: The intermittent
sprocket teeth are badly undercut, dirty
sprocket teeth, sprung starwheel shaft, cam
and star not correctly adjusted, tension insufficient
on gate shoes, dirty gate assembly,
and improper gate adjustments.
The projection lens must be held rigid in
the projector lens holder or there will be
some vibration which will cause an unsteady
picture. We might point out here,
the tension on the film should he just
enough to hold it steady at the aperture,
any more than this is unnecessary and mil
cause rapid wearing of parts.
INSPECT LIFT MECHANISM
If the automatic fire shutter does not
close, it is probably due to a dirty lift
mechanism. Clean, oil and check parts for
any bind. The fire shutter lift must work
freely or it will stick and not open or close
properly.
Sometimes we find the framing mechanism
does not work freely and sticks. Generally
this is due to improper lubrication,
and sometimes a slight adjustment is
needed to make it work smoothly, but still
have enough friction so that it will move
only when the framing knob is used, but
it must work freely for smooth framing of
the picture.
All lateral guide rollers should be kept
properly lubricated and revolve without
any bind. If the guide rollers do not turn
freely, a groove will develop and it will be
necessary to install new rollers to prevent
sidesway of picture.
The shoes and track, gate assembly, and
sprocket should be cleaned every day. A
toothbrush is the best thing to use for this
cleaning job. If you are one of those fellows
who insist on using a screw driver or some
sharp tool to do this operation, don't continue
such procedure as you will damage
the parts. Next time the cleaning of green
emulsion or gummed substance on these
parts is necessary, use a penny or a nickel,
as the softer metal in these coins won't
make a burr on the surface of the parts
that come in contact with the film and
create some unlovely scratches.
CHECK THE TAKEUP
How long is it since you checked your
takeup mechanism? Has it been taken
apart and thoroughly cleaned and lubricated
at least every two or three months?
Too much tension on the takeup is tough
on sprocket holes and on the takeup sprocket.
There should be just enough tension
to take up (rewind) a full 2.000-foot reel
any more tension than this is absolutely
unnecessary and harmful. Irregular or
jerky takeup action is evidence of improper
tension adjustment or indicates the mechanism
of the takeup device needs cleaning.
If excessive takeup tension has caused
torn sprocket holes in film It will be necessary
to readjust the takeup tension, and
probably, to install new sprockets.
58 The MODERN THEATRE SECTION

y/ Lamps
Cleaning the lamphouse and the reflector
should become a daily habit which the
projectionist should follow religiously.
Cleaning the reflector does not mean simply
wiping the reflector with a piece of tissue
or dry cloth occasionally; it means actually
polishing the reflector every day
with Bon Ami and a soft cloth until you
have obtained a highly polished surface.
The white scum if allowed to remain on the
surface of the reflector soon burns itself
into the surface of the glass or metal reflector,
then it can be removed only by
considerable cleaning and polishing with
Bon Ami on a slightly moistened cloth.
So, why put in all that extra work when
it can be avoided by daily cleaning?
RECOMMEND NEW REFLECTORS
The pitting of reflectors is a difficulty
encountered with all high intensity arcs
and is the result of a continuous bombardment
by small particles of incandescent
carbon projected from the arc crater. This
bombardment continues all the time the arc
is burning, of course. When the reflector
becomes so badly pitted it is necessary to
either regrind or install new, after long
service, the writer strongly recommends
the installation of new reflectors as a regrinding
job is never as satisfactory as new
reflectors. It is, honestly, more economical
to replace damaged reflectors with new ones
in any situation. Carbon particles that adhere
to the reflector surface may be removed
with a flexible razor blade so that
these particles will not hinder polishing the
reflector.
FOLLOW LUBRICATION INSTRUCTIONS
To tell you how to lubricate every make
of reflector arc lamps would require many
pages, so the best advice in regard to lamp
mechanism lubrication is to follow instruction
sheet sent with the lamp on oiling and
general maintenance. If you do not have
one. the manufacturer will be happy to
supply it free on request. It is understandable
that he wants his arc lamp to give
trouble-free operation and maximum performance.
Troubles are few when the arc lamp is
kept clean and properly lubricated. If the
screen illumination is uneven, adjust reflector
until light covers the screen evenly;
poor illumination can also be caused by
carbons not being aligned properly; a dark
spot in the center of the screen indicates
Continued on following page
^92o 0tker ^%^rcjector^
ImJmJm
Your Motiograph dealer will gladly serve
you. He has a liberal financing plan. Write
today for literature.
MOTIOGRAPH, INC.
• PROJECT ALL TYPES OF PRINTS —
w^^s,.
4441 W. LAKE ST., CHICAGO 24, ILL.
Export Division (Except Canada):
Frazar i Hansen, Ltd., 301 Clay Street • Son Francisto I 1 , California^
PROJECTORS • SOUND SYSTEMS • IN-CAR
THE WORLD FAMOUS
"SILVERLITE"
ALL PURPOSE SILVER SCREEN
and the NEW ULTRA WHITE
HI-LITE SCREEN
100% VINYL PLASTIC, MOLD & FUNGUS
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Theatre Screens with a World-Wide
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VOCALITE SCREEN CORP.
ROOSEVELT, NEW YORK
standard, CinemoScope, or combination optical
and mognetic—without interchange of sprockets,
rollers, shoes or tracks.
• CORRECT WORK I N G
DISTANCE BETWEEN
APERTURE AND MIRROR
with any make or model lamp
including the new, big reflector
arcs.
• MAXIMUM SCREEN
ILLUMINATION.
Best center to side light
distribution.
• AIR AND WATER COOLED
GATE AND FILM.
ROCK STEADY PROJECTION.
Silent operation.
GENERATORS

TROUBLE ANALYSIS
DIGEST
Continued from preceding page
carbons are too near or far from the reflector
and should be adjusted to align
with the marks on the imager card. If the
carbons feed too fast, the motor speed control
is too high; adjust speed control and
check voltage for the carbon sizes you are
using. If the feed is too slow, then the control
must be adjusted, or it may be caused
by dirty, gummed brushes, carbon carrier
drives which are dirty or the motor may be
overoiled, and oil has got on the commutator:
the voltage may be wrong and should
be checked with a good voltmeter.
A blue light on the screen is caused by
the arc being too far from the reflector and
should be adjusted for correct distance by
the marks on the imager card. When carbons
are properly adjusted and correct
distance from the reflector, an even, white
light will be projected on the screen.
If the correct amperage is not supplied
to the carbon sizes you are using—too high
amperage, for an example—the carbons
will pencil and cause very inferior screen
illumination. Do not overload your carbons
as this will cause trouble. Keep the carbon
contacts clean and the electrical connections
tight.
The rheostat on back of the lamp, using
rectifiers, does not really affect the arc
lamp gap. This rheostat is used only to
adjust for any drift of the arc toward or
away from the reflector. To shorten the
arc gap turn the rotary switch on the
rectifier down about two points. Keep a
careful check on the arc current for good
operation and illumination.
NOTE: In order to master the technique
of high intensity projection, a thorough
working knowledge of the lamp and the
rectifier or motor generator set is required
as well as full understanding of the fundamental
principles of the high intensity
projection arc. Carefully read the service
manuals sent with the arc lamp.
^f
Intermittent
A SCREEH SURFACE FOR EVERY HEED
r
yT
More than 30 years of developing and supplying
the right projection surface for indoor and outdoor
theatres all over the world have given
Raytone the know-how that means best results
for the lowest possible cost to you.
RAYTONE HIL.UX AND HILUX JR. screens,
whether your theatre is large or small, are guaranteed to give
you brightness, definition, even light distribution and true color
rendition, unconditionally guaranteed.
RAYTONE SEAMLESS ^VHITE in two models,
for those who want the finest— our own special coated white or
standard white for economy; both guaranteed seamless, both
unconditionally guaranteed to meet all claims. Proven in the
field for Todd-AO.
RAYTONE SUPER AVHITE (Alkyd Resin
Base) is still the most popular paint of all . . . used for years by
thousands. It can be brushed, rolled or sprayed on any surface
and it sticks to the job I
We strongly recommend that every projectionist
keep a record of oil change in
mechanisms using the oil-bath principle.
Be sure the oil is completely drained out
and refilled, according to manufacturer's
instructions, regularly; at least every three
or four months, when the projectors are in
operation from ten to twelve hours daily,
for foreign matter can accumulate in the
oil which may cause damage to gears and
shafts. When you have drained the oil out,
flush out with fresh oil before you refill the
case and then refill to the correct level.
D07i't keep adding fresh oil to old oil that
has been in the projector six months or
more. It takes only a few minutes of your
time to change the oil.
The level in the intermittent movement
should be checked daily, with the oil sight
glasses set to a horizontal position by means
of the framing knob. Fill the cases only
to the oil level mark, any more than this
is wasteful and runs out and makes a mess.
Use only oil supplied by the manufacturer.
Never lubricate while the projector is in
operation.
In some of our previous articles on projector
maintenance we gave pretty complete
details on almost all of the important
adjustments. However, the past month we
have checked several theatres and found
/RAYTONE VINYLKOTE is
the new easy to
apply plastic water-base screen paint that is quick, inexpensive
and remarkably long lasting.
It can be applied over any painted
,, or unpainted surface in good repair by brush, roller or spray.
•VINYLKOTE dries quickly and brushes come clean in warm,
soapy water. It is non-yellowing and completely washable.
( For
outdoor plywood a special sealer is recommended as a first coat.)
ACE
CLEAR-VISION FILM SPLICER
DELUXE MODELS
*Not to be used until all danger of frost is passed.
Centael your regular dealer for full information or write directly to RAYTONE
RAYTONE SCREEN CORP.
165 Clermont Ave., Brooklyn 5, N. Y.
midwest: Royfone Screen Corp.. 401 West St. Charles Rd., Lombard, III
USES
NO HEAT
NO CEMENT
Completely
Non-Magnetic
JOINS
"CRONAR"
and splices all types
of film—from I6nim
to 70inn
Sand For Brochure— Sold Thru Supply Dealers
ACE ELECTRIC MANUFACTURING CO.
M58 Shakaspcare Ave., New York 52, N. Y.
60 The MODERN THEATRE SECTION

the projected image had sidesway, due to
worn parts and, in some cases, due to lack
of proper adjustment to eliminate this
trouble. There is absolutely no reason for
any jump or side motion as the causes for
such trouble can be easily corrected. The
picture should be rock-steady on the screen.
Space will not permit us to present detailed
instructions for each make of projector
on how to remove side motion, but
we will be glad to help you if you don't
know how to do this on your particular
projector. The manufacturer will supply
you with an instruction book covering some
of these adjustments. Some intermittent
movements have a collar on the end of the
starwheel shaft and you simply loosen the
two set screws, then pull the sprocket toward
the outer bearing and with your
thumb push the collar in; then tighten the
screws firmly. Turn the projector over by
hand to see that there is no bind. This will
eliminate the side motion, but don't get
this collar too tight, remember. On various
makes of projector intermittents, there are
other procedures in making this adjustment
and we recommend that you read
your instruction book on this very important
adjustment.
CAUSE OF PICTURE JUMP
Picture jump is generally due to dirty
intermittent sprocket teeth, worn sprocket
teeth, worn bearings, badly worn cam pin,
improper adjustment of movement, and incorrect
gate tension (insufficient shoe tension).
When the movement reaches the
point where it needs a complete rebuilding,
we suggest you send it in to your local
supply dealer as he has the equipment,
parts and an expert mechanic who can rebuild
your intermittent so it will be good
as new. Many adjustments, of course, can
be made by the projectionist; the installation
of sprockets, shoes and units can be
done by most projectionists.
for the PRIME LENS
8 out of 1 Exhibitors today choose
a Koilmorgen 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.
Write for Bulletin 222.
iLOi^iiA%oiri;KW
UptlCal «: «• ic • o > .^r . o .V
' NORTHAMPTON, MASSACHUSETTS
V Motor Generators
If the motor will not start, check one or
more blown fuses, replace with correct
amperage; check with test lamp or voltmeter
to see if power supply is off (check
breaker trip) ; if the arc does not operate
normally and there is an abnormal noise
from generator set, check the fuses as one
the three phase fuses is blown and the set
is not operating at normal speed.
Motor generator sets must be kept clean
and bearings very carefully lubricated to
minimize unnecessary wear; we strongly
advise using only the very best lubricant
furnished by the manufacturer and distributed
through his authorized dealer. It
Continued on page 76
MANKO SEWED cSMr/TioN
SEAT COVERS
KEEP YOUR THEATRE CHAIRS LOOKING NEW
AT THE LOWEST POSSIBLE COSTllI
OVER 50,000
TAILOR-MADE COMBINATION
SEAT COVERS SOLD IN
LESS THAN 2 YEARS
Priced from 95c
PROVE IT TO YOURSELF
Mail your old seat cover to us with your
checic for $1.50 (to cover handling and
mailing) and we will send you a new
Complete Stock of Finest Quality
MOHAIR, CORDUROY
LEATHERETTES IN POPULAR
THEATRE COLORS
OVER 100,000 24"x27"
PRE-CUT SEAT SQUARES
SOLD IN LESS THAN
2 YEARS
Priced from 44c each
Min. order 24 pieces
tailor-made Manko cover. Color will be matched as closely as possible from our large stock of
fabrics which are also sold by the yard.
WE GUARANTEE TO FIT ALL STANDARD MAKES OF CHAIRS
Write for Current Price List— Discounts to Recognized Dealers^mm-^^^^^m^^
MANKO FABRICS CO., INC. (Seating Division) 156 W. 28th ST., N. Y. 1, N. Y.
BOXOFFICE October 20, 1956 61

J
Aerial view of the new $250,000 Town and Country Twin Driye-ln at Abilene,
Tex., looking north. At lower left is the main screen, facing two heavily traveled
streets which deadend at the entrance. The covered entrance projects over the
boxoffices, and the drive circles to the right past the parking area for south
screen and the kiddyland in the triangular area between the two parking lots.
In the center is the triple-level concessions stand.
DRIVE-IN WITH BUILT-IN
BROADCASTING TOWER
Daily Disk-Jockey Program Sells New $250,000 Texas Theatre and Concessions
By WARREN BURKETT
The town and Country Twin theatre
In Abilene, Tex. transformed 23 acres
of mesquite-covered pasture into $250,000
worth of ultra-modern drive-in theatre.
Its 1,460 parking spaces plus 200 seats on
the concessions stand roof garden give it
the largest capacity in the Southwest, its
operators say.
Owner and operator of the theatre is
C. D. Leon, president of Leon Enterprises
and Leon Theatres. The chain owns eight
other conventional and outdoor theatres in
Texas cities.
SOLD OUT ON OPENING NIGHT
Manager Albert Smith refunded more
than 200 admissions on opening night.
Pour traffic lanes make up the entrance.
The theatre is located just across Vogel St.
from the city's northwest limits. Two
heavily traveled northbound streets deadend
In front of the entrance. They are
North Mockingbird Lane and Fannin St.
Choice of the land, made more than a year
ago, showed shrewdness. Construction
started two months ago on a multimilllon
dollar bypass route which will lead two
state and national highways less than a
quarter of a mile northwest of the theatre.
Two cashiers can keep traffic moving on
all four lanes. Leon has installed a Taller-
Cooper computing system, similar to those
used on toll roads and tunnels. The two
cashiers dial the correct number of admissions
and charge on the computer. The
total and cost is flashed on a lighted board
The main screen tower of the new Texas theatre
which faces the highways. Twin boxoffices serving
four lanes are at the right in the picture. The
tower is decorated with flags and pennants, and the
area beneath the marquee is landscaped.
in front of each car. The information is
recorded also inside the computer. Each
car is counted as it passes over a treadle
in each lane. At the end of the day. Manager
Smith turns a key in the control
panel and the computer delivers him a
printed form totaling all the day's business.
G. S. Hill, general manager for Leon, said
in addition to cutting down the gate personnel,
the computer's record is acceptable
to the Internal Revenue Service and free
as possible from human error. It also allows
the customer to check charges for
himself.
DRIVEWAY PAST KIDDYLAND
Driveway and ramp areas are paved.
Each ramp is numbered, and an electric
sign can be flashed when the ramps are
full. Another lighted sign points traffic
to either the "A" or "B" screens and lists
the features on both. The sign also tells
when each side is filled. The driveway
winds past the kiddyland, located just east
of the concessions stand. Miracle Co.
equipment includes a ferrls wheel, merrygo-round,
hobby-horse swings, slides and
bars. It is supervised by a theatre employe.
The playground is sodded.
An unusual feature of the theatre is the
62 The MODERN THEATRE SECTION

This is the triple-level concessions building which serves both sides of the theatre.
On the main floor ore the concessions counters and restroonis. The projection
booth is on the second floor, together with seating for 200 patrons
on the roof garden. The small structure which comprises the third level is a
broadcasting booth from which an announcer for KWKC jockeys a radio show
giving commercials for the theatre and concessions between records.
fact that it has its own broadcasting booth
on top of the concessions building.
An air-conditioned, three-story building
houses the concessions on its ground floor.
Restrooms are also located in this 100x40
foot building of concrete block. The lower
floor is decorated in pastel colors.
Serving lines are located on either side
of the stand and are able to serve 5,000
persons per hour. Most of the food is
stored in heated, self-service bins. In addition
there is a long planter box on either
side of the food service lines. The planter
provides decoration and allows a "slow"
line and a "fast" line on each side of the
stand. Customers for hamburgers, hot dogs,
fried chicken or shrimp take the somewhat
longer "slow" line past the food bins. The
one who wants only soft drinks or candy
takes the "fast" line, next to the planter,
bypassing the food area. The stainless
steel cooking and serving equipment was
custom made for the Town and Country
Twin by the Manley Co.
an announcer for Abilene's KWKC-radio
jockeys a radio show with commercials for
the theatre and snack bar sandwiched between
records. Saturday night the show is
an hour long.
Both screens are tilted 15° to take care
of the height differential between the concessions
stand projection room and the
screens.
Screens angle away from the projection
booth, located in the "V" formed by the
parking areas. The projectors throw the
pictures 689 feet to the main curved screen.
Both screens are 103 feet long and 45
feet high. The main "A" screen is backed
by the theatre's facade, which faces onto
North Mockingbird Lane, toward town. The
tower is 110 feet high. The tower is constructed
of oil field drill stem pipes and
tubing. The second screen, west of the
stand, is built of structural steel. Architect
was Bob Miller. Harvey Jordan was the
designer. Both are of E>allas, Tex.
The Town and Country Twin's seating
capacity surpasses that of the Interstate-
Continued on page 66
STAIRWAY IS CARPETED
Carpeted stairs take customers from the
lower floor to the second. The east end of
the stand is the booth, housing the latest
projection and sound equipment from Century.
The projectors are equipped for both
optical and magnetic sound. Magnetic
equipment is by Ballantyne, also supplier
of the speakers. Lamps are Super 135 with
18-inch reflectors.
West end of the stand is a 200-seat roof
garden, divided by a partition down the
center. The sound and picture from one
screen does not interfere with customers
watching the other movie.
Third and top story of the stand is a
glassed-in remote broadcasting booth. Each
weekday evening from 7:30 p.m. to 8 p.m.
The "fast" line for ice cream and drinks is seen just beyond the railing at the left of this picture. Start of
this "fast" line is at the planter, right. Food customers in the so-called "slow" line, wanting fried
chicken, shrimp, etc., enter the line to the far right. The self-service food warmers and kitchen are out of
the picture at right. Flooring in the concessions is rubber tile.
B O XO FFICE October 20, 1956
63

.
WieJM
HELP DRIVE-IN
OPERATORS ...
Id eas • • •
A Montana drive-in operator finding
himself the victim of speaker thefts and
loss of metal swings and other playground
equipment, cast his suspicious eye on a
teenage gang in town. Instead of hurrying
to the police with his accusations, he
appointed three of the gang leaders as
guards, awarding them with fancy police
badges and a book of passes good for the
season. Result: no more thefts and a behavior
problem solved by the self-disciplining
teenagers themselves.
i^y MINIMIZING SPEAKER LOSSES
i^yiONG-LASTING SERVICE
Koiled KOtdS are retractile cords that . .
EXTEND up to 8 feet or as little as needed with no slack,
drooping, looping wire to catch on and be broken by car
projections and . . .
RETRACT to a neat 16 inch coil that hangs close to the
speaker standard, completely out of the way.
LONG LASTING, tough neoprene jacket withstands sunshine
or storm, high or low temperatures without failing.
SPECIFY KOILED KORDS on all new speakers you buy and
when straight cords need replacing order Koiled Kords from
your theater supply house or your local electrical dealer.
© l9iS
Beautiful landscaping creates the initial
urge to stop and catch a movie at a drivein,
says Rudy Koutnik of the Highway 15
Drive-In near Milwaukee. Once they are in,
he adds, it is service which brings them
back as steady customers. "We go all out
for family business. Fi-om the moment they
enter our 'Baby Joyland,' where the folks
can relax while the kiddies romp around,
we stand ready to serve tlaem. Our jeep
offers a good illustration in what can be
done public relationswise—giving patrons
a push when needed, running short errands
for them, to say nothing of its use
for us in spraying, filling in holes and, of
course, as a snowplow.
Koutnik sells a substantial amount of an
item called "Pic," a substance patrons can
place in their cars as a repellent for flies
and mosquitos. It burns like punk and
really does a job on the insects. Matter of
fact, says the exhibitor, many patrons buy
three or four at a time for use at home and
on picnics.
fCoi/edfCords
INCOIfORATCD ^|k
Kids Say "Ifrs GO "-and the Families ''GO''
When there's an ® MINIATURE TRAIN
Family crowds patronize your
Drive-in frequently when you
feature this outstanding p/u< attraction
in your Drive-in Playground.
Easily set up, economical
to operate, immensely popular—
MT Miniature Trains wi
increase your boxoffice and
concession receipts.
NOW—5 Gtf»a\ Modeh
. . . starting with the G-12
STREAMLINER that con be setup
onywher* by one man and
hose rider capacityof 14 children
BOX K
NEW HAVEN 14
CONNECTICUT
*Trade Mark of Koiled Kords, Inc.
The Wometco circuit in Miami offers a
30-day pass to patrons who come up with
usuable suggestions for improvement of
service. Cards were printed and distributed
to patrons, and several hundred have been
turned in so far, and six passes have already
been issued. About one suggestion
in ten is practical and merits consideration,
says Burton Clark, manager of the Boulevard
Drive-In. Kids and would-be jokesters
fill in a lot of cards, but on the whole
patrons respond seriously with ideas worth
thinking about.
A new highway bordering the Dixie
Drive-In near Miami, sent motorists whizzing
by at high speeds, and Owner D. K.
McComas changed his attraction board. He
tried a yellow background for the black
letters instead of the traditional white, and
found that they were much more readable.
The cost is a little more, but it is worth it.
he says. The board also is animated to
attract the eye. In keeping with the Dixie
motif, the sign has illuminated banjos at
64 The MODERN THEATRE SECTION

Ipor Better Drive-ln
Theatre Operation
7^ e^ &ca
Wone side, with intermittent lighting giving
e effect of plucking the strings.
Novelty items for children, in many
varieties, are proving a source of additional
income at many Detroit area drive-ins. In
addition to being a profit item, they also
have a "memory" value, as children will
associate the theatre with the toy. Such
merchandise must be quality product.
Usually they are displayed on the counter.
They can include balloons, dolls, rubber
novelties, and the price must be competitive
with those charged at department
stores.
• • *
Kiddie picnics at the theatre's playground
are a specialty at E. M. Loew's
Hartford Drive-In Theatre at Newington,
Conn. John Silverwatch, manager, has
been actively soliciting church groups and
others to hold their kiddie outings at the
play area during afternoon hours, at no
charge. The concessions building is kept
open at that time, naturally.
If you are building a new concessions
building, be sure to plan ahead for maximum
power load, warns Mel Wintman,
concessions manager for Smith Management
Corp. Many exhibitors who have been
remodeling their old stands find it often
costs as much as $10,000 to bring in new
power lines. The modern drive-in, says
Wintman, must have an adequate power
source. Five years ago, his circuit allocated
5,000 watts on a remodeling job.
That, he comments, won't run an electric
griddle today. A four-lane drive-ln should
have a maximum of 400 amperes.
A two-inch water line into the concessions
building should be a minimum. Any
expanding concessions business, particularly
where drink machines are involved,
must have adequate pressure.
Many drive-in plonning experts now recommend
building the concessions counter
in sections, so you can move pieces out
and put in new equipment when desirable.
?fe-
^li^cUfi^fMHcC cue . . , \v^^^Sk
in
-mustfrnrntHl^
'' ''\-^ty^,^.''rf-?^^:,-.:-.^-i
The wire that's BUILT
to be BURIED
drive-in theatres TELESEAL gives top performance
underground because it is built for the job.
TELESEAL is jacketed with rugged neoprene that
stands up in ail locations.
TELESEAL is dependable, it gives constant uninterrupted
performance because from start to finish it is made for
direct burial, without conduits.
Be sure to specify TELESEAL by name when you order from
your theatre supply house or local electrical dealer.
WELL BUILT WIRES SINCE 1899
"oSStn
WHITNEY BLAKE COMPANY
NEW HAVEN 14, CONNECTICUT
Listen to the fine quality . . . clear tones and BETTER
patron reaction after we carefully, completely . . .
How many lanes to handle the concessions
crowd? Smith Management Corp.
has a 60 by 90 counter with six lanes at its
Hartford drive-in theatre, and handles
2,100 cars on a full night in 20 minutes
with no one on the outside of the building
trying to get in. For a 500 to 700-car theatre,
a concessions building can get by
with two lanes; a 900 to 1,000-car theatre
would need four lanes; a 1,400 to 1,600-car
project, six lanes; anything over that, eight
lanes.
like
new when we get through
Our thorough re-building service includes rechorging magnets and the
replacement of new, waterproofed cones in all sizes. You'll be surprised,
too, with our low service charge and quick, efficient delivery. Send us
a trial order of those raspy, foulty speakers and then prepore for a
pleasant surprise. Ship us those "liabilities" today.
(|/» , Ct , . /^ 3311 Houston Ave.
iX/eHent electronic^ LO. Houston 9, Texas
BOXOFFICE October 20,1956 65

Insist
on
EPRAD
IN-THE-CAR SPEAKERS for
SHOPPING CENTER FOR OUTDOOR LIVING
NETS ADDITIONAL
INCOME TO DRIYE-IN
*Tops in Sound!
* Lowest Maintenance Cost!
*Trouble-Free Service!
Owners of the Delroy Drive-In, Delray Beach, Flo., had 150 feet of frontage on either side of the entrance
to the theatre which they converted to the Patio Mart, a shopping center for all items for furnishing homes
and the areas of outdoor living. The project will net the theatre $4,000 yearly, plus having a healthy effect
upon boxoffice, for the theatre enjoyed a substantial summer increase.
The Patio Mai-t is a brand new kind of
shopping center located at the entrance of
the Delray Drive-In Theatre, Delray Beach,
Pla., which adds considerably to the
revenue of the theatre as well as beautifying
the entrance to the theatre.
George V, Warren, general manager of
the theatre company came up with the
idea of the Patio Mart after considering
the frontage of the theatre. The Etelray
Drive-In faces on Federal Highway 1, having
a 400-foot frontage, of which 100 feet
is taken up by the theatre entrance, leaving
150 feet on either side. Warren proposed
utilizing this extra space and the
idea was approved by the directors of the
theatre, who are: P^ank S. Shingler, president;
Dr. L. S. Boyette, vice-president; L.
L. Wooldridge, director; Horace Clements
jr., director and Warren, secretary-treasurer.
The Patio Mart has 22 one-year leases
for home product exhibits, sort of an architects'
sample display; three longer leases
for retail shops, and yard or ground leases
for screen houses, barbecues of rock, stone
and cement, swimming pools, etc.
The Patio Mart was constructed at an
approximate cost of $28,000 and will produce
net revenue to the theatre corporation
of some $4,000 yearly, this revenue being
the main objective. "However," says Warren,
"it has enhanced the entrance to the
theatre and may have been the reason for
a substantial increase in our summer business
at the theatre."
Warren says that the Patio Mart enables
people to see and select materials for the
construction of their homes from start to
finish, including furniture and landscaping,
and adds that the purpose of the Patio
Mart is to provide ideas and plans for more
outdoor living, as he believes that Florida
homeowners should extend their living to
their property lines. It makes a splendid
tie-in with outdoor theatre operation.
Let Us Help You
Our trained advertising staff will advise
and assist in planning your advertising.
No charge for tlie service.
THE MODERN THEATRE
Section of BOXOFFICE
BUILT-IN
BROADCASTING TOWER
Continued from page 63
owned Paramount, largest indoor theatre
in Abilene. Hill said the Leon Theatres
have begun competitive bidding with distributors
for first run "A" pictures.
Leon formerly owned 18 indoor theatres
in West Central Texas and the Panhandle.
All but two were sold six years ago to
Theatre Enterprises. The two remaining
indoor shows are both "A" houses. They
are the Grande Theatre in Brownsville and
the Crawford Theatre in El Paso. Leon also
has outdoor theatres in Fort Worth, Tyler,
Sherman, Denison, and four in Dallas.
Projected plan for the future which has
been discussed by the owners and management
of the Town and Country is to open
the concessions stand for two hours at
noon to serve high school students. The
theatre is only nine blocks north of the
2,000-student Abilene high school.
I
FLAGS and
I
I
I
VALANCES
AVAILABLE FOR ALL ATTRACTIONS
Valley Forge Flag Co., Inc.
200 Fifth Avenue New York 10, N. Y.
66 The MODERN THEATRE SECTION

CREATE DEEP FRY CENTER
TO SPEED SERVICE
Texas Drive-In Finds it Pays fo Sell
'Big Tickef' Ifems in a Specialized Area
3-ywiao .. 35, .,/CHEHBlHIQ|RS4^ B(1IIIB9(^
inch shelf topped with Formica was built
along the counter and an additional cash
register station was provided at the end
of the line. The added shelf, report both
manager John Price and his assistant Poy
Myrick, who supervised the remodeling,
had done much to facilitate the quick
movement of trays.
In redoing the concessions buildings, and
the ramp areas a carnival touch was added.
Speaker posts were painted a carnival red.
The seats on the patio were done in grayblue.
Flower boxes around the patio were
given a coat of Mexican pink, as were the
breezeway between the concessions stand
and the section in which the restrooms and
projection room are located.
Further improvements in the approximately
27x60-foot concessions rooms are
new wall fans at either end, and in the
center of the walls opposite the counters
there are new condiment bars for cream,
sugar, napkins and the like. All of the new
concessions equipment was designed and
built at the Jefferson Amusement Co.'s
big shops in Beaumont.
At the side of each concessions building
on opposite sides of the big twin screen has
been added an 8x10, air-conditioned office
of cement block.
The King Center, originally built in 1952,
has a capacity of 1,000 cars. It is fortunately
situated adjacent to one of Houston's
fabulous postwar housing developments
and alongside a newly created four-
John Price ,r;ght,, manager, and Foy Myrick, assistant
manager, take over at the deep-fry nook, designed
to speed service. The drawing at the right
shows how a long counter was redesigned to handle
the new feature.
Urive-in theatres specializing in
big ticket items, requiring food preparation,
can do well to follow the plan recently inaugurated
at the king-size King Center
Drive-In Theatre in Houston.
In both of its concessions buildings, the
Jefferson Amusement Co. has created
"Deep Fry Nooks," where all of the grills
and deep fat fry equipment are concentrated.
Texans like to eat in grand style
when they go to a drive-in theatre, and
dinner-size food specialties are fast-moving
items in many of the outdoor theatres.
Thus, there was created the big problem
of how to service such foods as fried
chicken, French fried shrimp, Fi-ench fried
potatoes, hamburgers, etc., without slowing
service. The popcorn and beverage buyers
could be rushed through a line quickly,
for maximum efficiency. But, the chicken
dinners and the Fi-ench fry deals could
not be handled with such expediency.
Hence, when the Jefferson Amusement Co.
decided to remodel its concessions building,
the question of where to place the deep
fry section came up.
It was finally agreed that a special deep
fry nook be created, an alcove-type corner
where all deep fry equipment could be
concentrated, located off the "express"
route for the quick over-the-counter items.
BOXOFFICE :: October 20, 1956
The concessions department discovered this
could be accomplished without major
changes in the concessions line. The old
counter extended in a straight line, from
one end of the building to the other. To
gain the "nook," one end was recessed,
providing an elbow turn along which were
placed two hamburger grills, a chicken fry
machine and a deep fat fry machine. A
new turnstile was installed which led patrons
directly to this section. This eliminated
the bunching of customers at the
beginning of the lii;e. The old turnstile
remained, and it is here that customers
wanting only the "quickies" are now directed
into the express line.
In addition to the deep fry center and
the addition of another turnstile, an eightlane
trafficway. Jefferson Amusement Co.
executives anticipated the construction of
the new highway and traffic problems
which would be created, and planned accordingly.
As the twin screens are back to
back, tunnels were built at the base of both
screens, each large enough to handle a line
of cars. However, use of these tunnels was
held up until the new highway was started,
and a new center entrance traffic plan
could be provided. For four years, cars entered
the west ramps regardless of whether
the patrons wanted to see the feature on
the west screen or the east screen. Now,
with a center entrance, cars pass through
the screen-base tunnels and move directly
to whatever ramp area is desired.
MORE PHOTOS ON NEXT PAGE
67

DEEP FRY CENTER .
. . Conf.
5*
ot rigHt. OyerHead signs indicate .ta«,ons oTloL:/ .ol
" ""''"' " "" """"""
A new turnstile was installed for direct entrance ta the deep
fry nook. A patron is shown using this facility. The old turnstile
in the foreground leads to the "express" line
In addition to streamlining the service counifr^ :„ tk^ ,
.
^^^^^^^^^m-
^^.Idings, Jefferson AmuseLt Co. aTo^dZ LI t ZIZ iTo ai ""'""dr 'tJ"''
"' '"* """"'^ ""'"""^^ "- "n
seats .ere painted a gray-hlue and the concrete flower hots Ct: '""
l^r Zr:^;:;,:^'?;:^^^:'^
' '""" '" -""'''
Several condiment counters are spotted along
the wall, tach ptmidts storage spact.
68
Cach of the screens at the King Center arc 60 hv Iix u., r , . l l.
the traffic plan to facilitate mov.mentZ cars^rltl^iTraLlZlVdl^^^^^^^^^ "' '""' "'""" "" *«" "
Th« MODERN THEATRE SECTION

)
1 CONCESSIONS COSTS AND PROFITS
Continued from page 55
jst hang down from the middle line; those
ith a higher food cost protrude upwards.
In looking over these charts we first
look for those items with the largest profit
margin with particular emphasis on those
ihat show on charts No. 1 and No. 2 as
being the largest sellers. Obviously we
immediately see that cold drinks and popcorn
are our highest profit items. They
are also in the top category as far as
selling is concerned. Popcorn in Theatre
y is a very big seller (No. 2 behind soft
drinks) and has the lowest food cost of any
item we sell. In Theatre X it was the
No. 4 seller in 1955 and No. 3 in 1956. It
had the second lowest food cost in that
theatre. We looked into this situation carefully
to determine how it was that we had
such unusually good sales and profit margin
in Theatre Y so that we could carry
this over to Theatre X. The answer was
Buttercorn. Theatre Y sells it in great
quantities—thus the high gross and margin
of profit. In 1956 we tried to improve
our Buttercorn sales in Theatre X, but
they still are lagging behind Y. They will
receive even greater attention in the coming
year with installation of new display
warmers especially built for this purpose.
IMPROVEMENT ON
HAMBURGERS
The fact that hamburgers were a good
seller at a good cost in Theatre Y in '55
led us as discussed above to improve their
relative positions in 1956 in both theatres.
The use of these charts is not limited
to comparisons between theatres—an
operator of a single theatre can use them
effectively. Let's look at Theatre X for example.
In 1955 we saw that three items
were on the Bad Side—ice cream, candy
and milk. It would have been easy to cut
down on our ice cream selection, practically
discontinue candy, and "hide" the
milk under the counter. But these three
items are all big sellers in the children's
market—and it is the policy of our circuit to
encourage children's attendance and family
patronage. We spend many thousands of
dollars each year to attract children— by
enlarging playgrounds, having special attractions,
cartoon carnivals, etc. Wouldn't
it be silly to operate by encouraging children
in the theatre and discouraging them
in the refreshment stand? That's why ice
cream, candy (at 5 cents and 10 cents) and
milk stay, despite their relatively poor
showing on the cost side.
PREPARE
OWN CHARTS
I could make many more specific comments
on the charts, but if you are to
benefit by their use, you must first prepare
your own. See how they stack up against
these. See what you can do yourself to
improve your sales and cost picture. One
word of caution—remember—every item
can't be the No. 1 seller. Some items have
to stick up above the line, they can't all
be below the average. It's mathematically
impossible!
Scene from "Bus Slop," 20fh CenluryFox
CinemoScope Production.
Bring 'em in
witli Marilyn..
Bring 'em bacic
witli the
Bousch & lomb
Super Cinephor
Projection
PERFECT-PICTURE PAIR
After Marilyn's enticed them in, make
them want to come back regularly.
Count on the B&L Perfect-Picture
Pair for the clearest, brightest
images, distortion-free over the
entire screen area. Complete
line for all projectors . . .
for theatres and drive-ins . . .
for Wide Screen, CinemaScope,
SuperScope. ( All the CinemaScope
55 road shows used the B&L
Perfect-Picture Pair . . . obviously, to
show the great new films at their best.
SEE THE BIG DIFFERENCE
. . . FREE DEMONSTRATION
Write today lor demonstration,
and for Catalogs E-123
and E-141. Bausch & Lomb
Optical Co., 72056 St. Paul
St., Rochester 2, N. Y. (In
Canada. General Theatre
Supply, Toronto.)
Lenses
B O XO FFICE October 20, 1956 69

HOW MANY PATRONS DO YOU LOSE
BECAUSE OF
Motquim?i
SIMPLY LIGHT IT and
MOSQUITOES DISAPPEAR
HARMLES—FRAGRANT
A 25^ pack will last for 12 hours
or approximately 4 full shov/s.
Costs you only 15^ plus postage.
We will supply Free of Charge
advertising materials and a sound
trailer for use during intermission.
PIC
CORPORATION
Comparable to the
Finest Drive-ln Theatre
Speaker Ever Made.
• SEND FOR A SAMPLE—If
you ore not more than
pleosed« return at our
•xpefiM.
UNITED
WILL ELIMINATE YOUR
MOSQUITO COMPETITORS.
WITH PIC YOU CAN BETTER YOUR
BUSINESS AND MAKE MONEY BESIDES!
PIC saved many Drive-In
businesses
this summer; it v/ill save yours, too.
PIC is already serving more than
300 satisfie4. 1*35
I AM WRITING YOU THIS lETTtR RilATIVE TO PIC. YOUR MOSQUITO
REPfLlENt. teCAUSE 1 SINCIREIY lEllEVf THAT YOU. THROUGH fIC.
HAVE SAVED THE DRIVE IN THEATRE lUSINESS DURING THE SUMMER IN
THE MOSQUITO INFESTED AREAS
KM THE lAST PIVE YEARS PRIOR TO THIS SUMMER, MOSQUITOES COM..
RLETEIT RUINED MY SUMMER SUSINESS. THIS SUMMER. MY FIRST SUMMER
WITH PiC. I HAVE NOT ONIT SAVED MY IUSINESS RY COMPLETELY
EllMINATING MOSQUITOES. BUT I HAVE AISO SAVED SI40 00 PER WEEK
THAT I FORMERLY SPENT ON FOGGING, AND 1 MIGHT ADD THAT FOG-
GING WAS COMPLEIHT INEFFECTIVE,
JUST TWO WEEKS AGO DURING THE WORST MOSQUITO EPIDEMIC WE
HAVE EVER HAD DOWN HERE. I IROKE MY RECORD AT THE ROX OFFICE
FOR THE PAST SIK YEARS
WE RUN YOUR TERRIFIC TRAILER ON PIC TWICE A NIGHT, AND HAVE
FOUND IT WONDERFULLY EFFECTIVE, NOT ONLY IN SELLING PIC. lUT
ALSO IN GETTING MORE CUSTOMERS IN OUR CONCESSION STAND. WHO
iUY PIC, AND WHILE THERE, THEY BUY OTHER MERCHANDISE. FOR THOSE
WHO MIGHT r40T SEE THE PiC TRAILER, WE ALSO SELL PIC AT OUR BOX
OFFICE
VERY
S"^
SINCEREl^,^
WM. >•
IN CIOSING, I MIGHT ADO THAT I USED TO DREAD SEEING SUMMER
APPROACH BECAUSE OF THE HEADACHES I FORMERLY HAD WITH MOS-
QUITOES. FOCCINC. ETC. PIC HAS ELIMINATED All OF THAT.
837 Broad St., Newark, N. J.
Tel.: Mitchell 2-0639
UNITED Tcar" SPEAKER
Sample on Approval
on a ^act!
THE BIG DIFFERENCE
IS THE PRICE!
»5 00
NINE BIG FEATURES!
1. JENSEN weothermoster 4
Inch viking cone.
2. Individual volume control.
3. Equipped with straight 6 ft.
weatherproof cords.
4. Newly created cost aluminum
housings.
SPEAKER COMPANY
1263 Third Avanu* Now Konslngfon, Pa.
F. O. B.
DirKt From Factory To You
SPECtAL
$4.75 on 100 or more,
$4.50 on 500 or mora.
5. New hondle to fit any
junction box.
6. Unsurpossed tonal quality.
7. Built-in durability to Insura
long service life.
8. One yeor worranty.
9. Koiled Kords slightly higher.
TELEPHONES:
Now Kontlngton: ED. 7-3579
Pimburgh: MO. 1-0525
/mprove Your Theaiie—And Improve Your Business
BEVERAGE PROMOTIONS
Continued from page 50
total of 175 coupons were actually redeemed
during the promotion.
Of special interest to the young people
. . . and with strong appeal to mothers and
fathers as well . . . was the drawing held
on Thursday night during Drive-In Theatre
Week, at which two Schwinn Corvette
bicycles were awarded the holders of lucky
tickets. The tickets had been given away
all week long . . . one ticket with each purchase
of a "tall" Coke.
Pepsi-Cola Santa Claus Show
For the last four years Theatre Confections,
Ltd., Toronto, has conducted highly
successful beverage tie-ins with the Pepsi-
Cola Co. in the Famous Players Theatres.
The Pepsi-Cola Kiddies' Show is a free
Saturday morning matinee, with each child
gaining admittance by bringing six Pepsi-
Cola crowns. As the children enter the
theatre they are given tickets from a double
roll which they retain while the duplicate
goes into the box for a prize drawing.
BUYS OUT THEATRE
Pepsi-Cola buys out the theatre at ten
cents a seat, and if there is an overflow
crowd, the beverage company buys the
house a second time. The theatre puts on
a two-hour program which includes a cowboy
picture and cartoons and includes 15
minutes for the prize drawings.
Theatre Confections gives the bicycle
which is first prize at the theatre, and
other prizes are rounded up by the theatre
managers from local merchants who donate
for the identity card given them in the
lobby display of prizes.
Three full weeks of promotion precede
the kiddy shows and the houses are filled
to capacity. Concessions sales are increased
since the children have their spending
money for refreshments, not having to pay
for the show. The average return to the
confection counters has been better than
17 cents per admission, and the theatres
have enjoyed their greatest candy bar sales
in history at these matinees.
EXTENSIVE NEIGHBORHOOD ADVERTISING
Window cards advertising the show are
supplied by Pepsi-Cola Co., to outlets in
the theatre neighborhood and the owner
of each outlet is given two passes to the
theatre. The theatre displays similar signs
inside and out, for three weeks prior to the
show, as well as screening a trailer advertising
the show. The trailer is provided by
the beverage company with a date clip for
each theatre.
The beverage salesman supplies 12 cartons
of Pepsi, and with these, one sheets,
supplementary advertising and the prizes,
builds a lobby display two weeks prior to
the show. The prizes are moved to the
stage following the last show preceding the
special matinee.
70 The MODERN THEATRE SECTION

„
I_,.„ Tnas soft drink promotion which has proved
most successful for Famous Players Theatres.
Theme Is: "Santa Claus Comes Early
to (name of theatre) ."
Displays are set up
week in
in theatre lobbies during the last
November announcing the special preholiday
shows and the prizes to be offered.
To be eligible for the grand prize, the
bicycle, children have to be present at all
three matinees. Distribution of coupons to
be filled out for the prize drawing commenced
the first Saturday in December and
continued on the following two Saturdays.
The coupons were deposited in a decorated
container provided by the theatre. Coupons
were given to each child on entering the
theatre, and an extra coupon was given for
each purchase of Pepsi-Cola at the stand.
During the entire three-week promotion
adults as well as children who purchased
Pepsi-Cola were given coupons on which a
child's name could be entered.
At the first two matinees, two-thirds of
the prizes were given away by means of
lucky seats or admission ticket stubs. On
the last Saturday the remaining gifts were
distributed and the drawing for the bicycle
held. In this promotion, distribution of the
Theatre Owners Acclaim
ORCHID
PROMOTION
AS GREAT BOX OFFICE STIAAULATOR
From a drive-in theotre in Florida*, ". . .
orchids arrived in perfect condition . . . had
a full house . . . hope to repeat promotion
in near future!" . . . from Wisconsin*,
gave orchids for Mother's Day . . .
. .
mothers
loved them . . . wont to use promotion
again!" . . . from Arkansas*, . . orchids
".
truly beautiful . . . our promotion great success
. . . best we've ever had!" These are
iust a few of the many letters we receive
from theatre and drive-in theatre owners
across the country praising the Vonda
Orchid Promotion. The exotic, dainty orchids
are flown dewy fresh from Hawaii
. . . o thrill to every woman who receives
one! See how the Vanda Orchid Promotion
can MAKE MONEY for YOU ... cost but
a few cents each! Try it yourself!
*Names on
request.
Write today for illu&trated brochure on
how to stage your Orchid Promotion. We
furnish newspaper mats, window streamers,
advertising material and tell you how to
stage your promotion. Ask about other
Hawaiian Flowers for Sales Promotions.
H. C. KRUEGER - FLOWERS OF HAWAII
Dept. B0105, 670 S. Lafayette Pk. PI.
Los Angeles 57, California
DRIVE-IN
SPEAKER
REPAIRS
The Low Cost Way For
In-Car Speaker Maintenance
Aluminum Base Voice Coils
And Moisture-Proofed Parts
Fast Guaranteed Sen/ice
3" - 4" - 5" $1.10 per Speaker
EVANS RECONING SERVICE
611 Forest Ave. Des Moines, Iowa
costs for the gifts was split three ways, between
Theatre Confections, Ltd., Pepsi-Cola
and the Famous Players Theatres participating.
An important part of the program which
was held in Toronto was the appearance of
Harry Sullivan of Theatre Confections, Ltd.,
in full Santa Claus regalia, on the stage
of some of the theatres during the drawings.
Advertising blotters, announcing details
of the Pepsi-Cola bicycle promotion and
the names of the participating theatres
were furnished by the company as well as
the coupons for the drawing. The beverage
company also provided other advertising
material for the lobby displays. Theatres
supplied counter cards for the concessions,
space for the lobby display and window
cards for merchants. The beverage company
made incentive gifts to theatre managers
for the best displays, attendance arid
concessions sales.
Each of the participating theatres
showed an increase in attendance in contrast
to a normal falling off at holiday
time. The managers believe that the promotion
is highly effective in good public
relations aimed specifically at the theatregoers
of tomorrow.
Dr. Pepper BottleCap Admission
At the Lee Theatre, Clinton, Mo., Vern
Peterson, city manager for Commonwealth-
Goshen Theatres, sold ten shows to Dr.
Pepper Co. for Thursday afternoons starting
in June for a flat fee. Admission to
each show was six bottle caps. The shows
were advertised on the screen, in the the-
HEY KID)
Em* Tkan*«T «l 1
ti*ni«| ! It
IN CLINTON, MO.: 3,000 handbills promoting the
Dr. Pepper matinee were distributed in addition to
newspaper and screen advertising. Admission to
the show was six Dr. Pepper bottle caps.
atre lobby, in both of the town's newspapers
and with three thousand handbills.
Advertising was started two weeks in advance
and carried through the entire
series.
Elvery young patron was given a free Dr.
Pepper.
"The promotion was very successful and
concession sales boomed," says Peterson.
"During the period involved we showed
an increase of 3.81 cents per person in
concessions sales."
Superior Design,
Construction and
RFORIVIANCE
far
greater
strengtii and
SAFETY !
/t^ERICAN
PLAYGROUND
AND SWIMMING ,
POOL EQUIPMENT ^
The wise choice of experienced
buyers for nearly half a century.
WRITE FOR LITERATURE
AMERICAN
PLAYGROUND DEVICE CO.
ANDERSON, INDIANA, U.S. A.
WOBIDS lABGESI MANUfACTOHEKS OF FINE
PARK, PICNIC, PIAYGSOUND, SWIMMING
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World's Finest
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ALUMINUM
CONSTRUCTION
Size:
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Weight: 3 lbs., 6 oz.
UL opproved
400 or 500 Watt
Forced-Air Heaters
— Custom made
for Your Theatre
—230, 208 or 115
Volts.
THERMOLATOR
INKAR HEATERS
GIVE YOUR PATRONS LIVING ROOM
COMFORT AND SAFETY
I
Heaters and Wiring May Be Leaseif]
FOR WINTER PROFITS
THERMOLATOR
Write, Wire or Call
CORPORATION
1628 Victory Blvd. Glendale, Calif.
New HI Fidelity 4" Weatherproof
MOBiLTONE d^R SPEAKERS
S5.50 each Complete with Coiled Cords
SANDLER MANUFACTURING CO.
.108 Payne Ave. TOwer 1-9248
Cleveland 14, Ohh)
BOXOFFICE :: October 20, 1956 71

\,,;
SIMPLE RULES TO FOLLOW
TO DEMAGNETIZE EQUIPMENT
By WESLEY TROUT
IVIany exhibitors and projectionists
are still very much concerned over the correct
procedure for demagnetizing their
equipment for the new magoptical prints,
despite several articles we have written on
the subject. Recently we received several
letters about rectifiers and arc lamp
mechanisms with magnetic coils, asking if
these would cause damage to the magnetic
track, etc. The answer is no, if you keep
the film at least two or three feet away
from either piece of equipment. It should
be understandable that these prtnts will
require more careful handling than the
standard optical prints, but there is no need
to get unduly alarmed about their handling
and go to any extreme.
Carefully demagnetize parts, as per following
instructions, with a more simplified
tool, keep film stored on your film cabinet,
and do not subject the print to any heavy
magnetic equipment, such as rectifiers,
coils, etc. Rewind with your standard
equipment; do not work on the projector
with a magnetized tool unless you demagnetize
it again. Most all the equipment
we have mentioned needs to be demagnetized
only every two to six months. If you
have not placed any new parts in the path
of the film, or made adjustments on any
of these particular parts with a magnetized
screwdriver or pliers, etc.
USE
NONMAGNETIC ROLLERS
There are now on the market, nonmagnetic
film trap rollers, and nylon-type pad
rollers should always be installed. To be
sjjecific, for combination prints it is necessary
to change the fire trap rollers, upper
and lower sprockets, intermittent sprocket,
pad rollers, intermittent film guide, aperture
plate and sprockets and pad rollers on
your optical sound head for magnetic sound.
And, of course, it will be necessary to purchase
anamorphic lens and suitable backup
lens to fit your new screen size. For widescreen,
to fit new screen installation, new
aperture plate having the desired aspect
ratio will be necessary. In some situations,
your present projection lenses can be used,
but for Cinemascope, it is best to install
high-speed, modern projection lens in order
to secure good over-all focus.
As we have pointed out In previous
articles, in the showing of four-track mag-
This demognetizer for all makes of projectors and
sound heads is a most useful and essential tool in
the booth today because of the new magoptical
prints. It operates on 110-117 volts, 60 cycles, A.C.
A pilot light is located between the prongs, and
buttons for squeezing the prongs together are on
either side of the small unit. It is called a Demagnatool.
netic sound and the new magoptical sound
tracks, the presence of magnetism in the
film-handling parts of the projectors and
sound heads can cause considerable disturbance
in the reproduced sound and in extreme
cases can cause damage to the magnetic
tracks. In order to avoid these
sources of trouble care should be taken to
see that the tools used in the adjustment
and maintenance of the mechanism and
Dit-Mco's Drive-In Theatre
DIRECTIONAL LIGHTING
WITH
GLASS OR PLEXIGLAS PANELS
Plus . . . In-A-Car Speakers,
Straight and Coiled Cords.
Also . . . Volume Controls, Transformers
and Speaker Cones for
all makes of speakers.
40 IN. DIRECTIONAL LIGHTS
Single or Double Face
Exit or Entrance Panels
ENTRANCE
20 IN. DIRECTIONAL LIGHTS
Single Face Only
Entrance—Exit—Lights On—Lights Out
Please Panels
New Cast Aluminum
AISLE LIGHT
WITH
Plexiglas
* Blue hammertone
finish
* Weatherproof
* Black numerals,
white background
* No breakage
* Low maintenance
Panels
REST ROOM LIGHTS
DRIYE-IN THEATRE MFG. CO.
"World's Largest Manufacturer of Driye-ln Theatre Iquipment"
SOS W. 9th St. HArrison 1-8006—1-8007 Kansas City, Mo.
72 The MODERN THEATRE SECTION

.
sound head are not magnetized for such
magnetism can be transferred to the equipment
to such a degree as to cause trouble,
which is unnecessary if precaution is used
before running any magnetic prints.
You can be assured of trouble-free operation
if the film handling parts in bolh projectors
and sound heads are thoroughly de -
magnetized with the new Demagnatool, a
very simple device to use, but which will
give complete assurance in demagnetizing
all parts, if used correctly.
METHOD OF
OPERATION
To operate it, simply plug it into any convenient
110-117-volt, 60-cycle AC outlet.
Then bring it in contact with the various
parts to be demagnetized. Do not remove
the plug or disconnect the device while
the Demagnatool is in contact with any
part of the mechanism or sound head you
are demagnetizing. It will not demagnetize
if you do. Before you turn it off, remove it
at least two feet from part or parts before
you pull the plug or turn the current off.
Under no circumstances permit the device,
while it is energized, to come in contact
with either the magoptical tracks or with
Cinemascope sound tracks.
The pickup head has four pole pieces,
each of which has a very narrow slot at
the point where it contacts the magnetic
sound track. In front of these pole
pieces is a shield which must be removed
during the demagnetizing process. Generally,
the pickup head has to be demagnetized
about once every three to five months.
You first plug in the Demagnatool and
squeeze the gray buttons until the tips of
the pole pieces or prongs are as close together
as they will come. Apply the tips of
the prongs to the inside of the pickup
pole piece, making sure that the tip of each
prong gently touches the pole piece, on"
on each side of the slot. Allow the demagnetizing
device to remain in contac*
with the pole piece for a few seconds and
then draw away slowly. Repeat this procedure
on each of the other three pole
pieces and reinstall shield. This same procedure
should be used for single track
magnetic sound, of course. This will thoroughly
demagnetize the pickup head.
Your carpets may be
the thickest . ..
Your soft drinks
may be king-size .
lE^y..- i |i
w.E^^^III ^f^'/l^^]^
BUT
EVERY PERFORMANCI
STILL
MUST BE PERFECT!
Perfect performances depend so much on the quality of service your
equipment receives. Giving the best service is the day-by-day job of
every expert RCA Theatre Service Engineer. And he alone has behind
him all
RCA's tremendous technical resources.
RCA SERVICE COMPANY, INC.
A Radio Corporation of Americo Subsidiary Camden, N. J.
TfH^&KS?
USE ON SPROCKETS
Demagnetizing sprockets and pad rollers
—Insert the demagnetizer device so that a
prong is on each side of the sprocket or
roller. On small sprockets and pad rollers
squeeze the buttons until the tips of the
prongs come in contact with the part.
Leave the prongs in contact with the part
for a few seconds and then draw slowly
away, the device turned on, until you have
it at least two feet away from part or parts
you are demagnetizing. Turn the Demagnatool
60° from its original position and
repeat the procedure. Turn it another 60°
and repeat once more, so you will be sure to
obtain a good demagnetizing job.
How TO DEMAGNETIZE THE INTERMITTENT
SHOE—Open the gate and insert the device
with one prong above and one prong below
EC. a.s. ril, IFF.
Any wide screen system puts projection equipment to its severest test.
Slight picture jump which may pass on a small screen cannot be tolerated
on large screens. Your dealer is prepared to show you how
your present equipment can be rebuilt to give unexcelled performance
and long trouble-free service with genuine Sw2^^ Projector Parts.
LaVezzi Machine Works
46 3 5 WEST LAKE ST. CHICAGO 44 ILL.
Continued on following
page
BOXOFFICE :: October 20, 1956 73

CONTROLLED
SAFE PLAY
Protect the children that use your playground
focllllies with the rugged play-safe
line of Recreation Equipment. Modern structural
design, rust-resistant construction and
competitive price are the major reasons to
first consider the Recreation Line for your
playground installation.
It's sofe playtime when children use Recreation
Swing Sets. Short-span frame maintains
adequate swing separation, features
oilless swing bearings. Flexible rubber seat
belts hold youngsters secure, reducing dangerous
falls.
DEMAGNETIZING
EQUIPMENT
Continued from preceding page
the shoe. Now squeeze the buttons until
the tips of the prongs come in complete
contact with the shoe. Draw the prongs
slowly toward you across the face of the
shoe close to the gate and then slowly away
from the machine. Repeat at about center
of the shoe and again at the outer tip, the
device energized all the time.
DEMAGNETIZING TRAP SHOES
Demagnetizing trap shoes and gate pressure
PADS—Open the gate and insert the demagnetizer
device so that both prongs touch
the inside trap shoe at the top. Draw it
slowly along the face of the shoe and when
you reach the bottom draw the demagnetizer
slowly away from the projector. Repeat
this process on the outside trap shoe
and the gate pressure pads. This operation
may be repeated as often as necessary. The
lateral guide rollers also can be treated.
The sprockets and any of the other parts
in the optical sound head can be demagnetized
by following some of the above procedures
for treating pad rollers and flat
or round parts that may come in contact
with the film tracks. The fire trap rollers,
if they are the metal type, should be demagnetized
same as the pad rollers. There
are non-magnetic fire trap rollers manufactured
by some of the leading manufacturers,
and this type should be installed
whenever possible in any make of projector.
As soon as you have completed your demagnetizing,
the tool should be disconnected
and placed in your parts cabinet
for future use. Under no circumstances
leave it connected for long periods of time
for it will overheat and may possibly burn
out. This same advice applies to the home- ,
made demagnetizers I told you how to build
awhile back. Never leave this device on any
longer than necessary at any one time.
New Automatic
Trash
Pick-up
For Drive-Ins
LittER
BUCj
Pays for itself first
season in labor savings
Hot galvanized, structural steel supports
ond ladders, high guard rails and heavyduty
chutes of Recreation's All-Metal Land
Slide guarantee safe playtime, plus years
of maintenance-free operation.
Available in Round or Hexagonal Styles, in
open or closed types, ore Recreation's
Merry-Go-Rounds. Carrying capacity for up
to 40 children. Exposed metal parts are hot
galvanized—wood parts painted with two
coats of high-grade enamel.
Practical Recreation See-Saws ore constructed
from hot galvanized, heavy-gauge
steel pipe and certified malleable castings.
Boards of Yellow Douglas Fir are clamped
to notched fulcrum castings. Chain locks
prevent removal.
Write for your Recreotion Catalog giving
complete information about a line of Playground,
Swimming Pool and Basketball
Equipment.
RECREATION
EQUIPMENT CORP.
Owl. B0-1(K • 724 W. Elghtli St. - Andtrson, Imtiani
LIGHT IS USEFUL
The light on this device serves a two-fold
purpose. One, it serves as a work light
while it is turned on. Two, it acts as a pilot
light to remind you that it is turned on.
The light can be replaced readily should it
burn out. If the light is not lit (burnt out)
it does not affect the operation or efficiency
of the device, but it is better to have the
pilot light so you will know the device is
on and you will be able to see into dark
recesses of the mechanism without a
work light.
We believe you will find this a simple device
to use and will save you time in trying
to make one that will work as well.
Systematic maintenance, with emphasis
on cleanliness, is necessary to keep booth
equipment in tip-top operating condition,
and to avoid a sudden breakdown. Keep
the sprockets clean; lubricate according to
the manufacturer's lubrication chart: keep
the pad rollers adjusted according to the
thickness of two films, and keep all connections
tight.
Picks Up Everything But
Gravel — Litter Bug uses vacuum
alone, no brushes, to gather all paper litter
— trays, boxes, spoons, straws — plus
cigarette butts, matches, even ticket stubs.
Yet it does not remove gravel or stone.
Easy to Op ero/e— Gathers trash
at a walking pace — no need to slop or
stoop. Weighs less than 100 lbs., perfectly
balanced. 30" intake for wide jiick-up.
Long Life, Service -Free —
Powered by 2'/2 HP Briggs Stralloii 4
cycle engine that oi)erates at 2/3 nted
HPM. No chains, bells, pulleys or sprockets
to lubricate or replace.
Mid East Sales Co.
Box 62 Lockland, Ohio
74 The MODERN THEATRE SECnON

Tips on Projection Optics
To Help Man in
Obtain the Best
the Booth
Results
The projectionist should understand a
few certain basic laws pertaining to the
optical train of his projector and arc lamp.
First, we cannot overemphasize the importance
of cleaning projection lens every
day before the show is in operation. Use a
good lens cleaner (denatured alcohol) and
lens tissue for very thoroughly removing
any oil or dust accumulation on the surface.
You moisten only one piece of tissue
and wipe off the foreign material, then
you use another piece and carefully dry
and polish each surface. All the new types
of lens have their elements sealed in and
should not be taken apart. Only the front
and back (outside) surfaces need to be
cleaned. In some of the older lenses, not
air-tight sealed, they can be taken completely
apart for cleaning.
GREATLY INCREASED LIGHT
The present day "fast" lenses, such as
f/1.8, f/1.9 and f/2.0, increase screen brilliance
by utilizing virtually every ray of
light passing through the aperture. A sixelement
lens will give extremely good definition
in a "fast" lens. Further increase in
light is secured by an anti-reflection coating
of the individual lens elements.
Accuracy of alignment is essential to
good projection. It is important that the
light source reflector, aperture and lens be
held rigidly upon a common axis. In
the modern projector lens holder this is
possible; also, the projection lens should
be matched with the speed of the new
projection arc lamp reflectors, as nearly
as possible.—Wesley Trout.
Size of
Wire Important
^Vhat they're saying about
Bailantyne Dttif^/^COifCS
QUOTE:
"Finest speaker I ever heard."
"Why is this theatre's sound so much better
than other theatres'?"
"I have tried other speal

'
TROUBLE ANALYSIS
DIGEST
Continued from page 67
is of prime importance to use the right
type of brushes (not too hard or soft, but
the kind supphed by the manufacturer).
The brushes must make perfect contact
on the face of the commutator in order to
make good electrical contact. If too little
pressure is used, poor contact will result;
if too much spring tension is used, it will
produce rapid wearing of
the commutator
and wear grooves in the surface. To put
it simply, there should be just enough
spring tension so the brushes will make
even and firm contact, any more than this
is absolutely unnecessary and will damage
the commutator.
One of the most essential things to keep
in mind, in order to obtain high efficiency
from your generating set, is to see that the
brushes fit snugly in their holders but do
not bind and cause the brush to stick; a
loose-fitting brush will cause a very bad
"chatter," and will make poor contact.
Keep the commutator clean; at least every
three months check all the electrical connections
and the brushes. Always keep an
extra set of brushes on hand.
There should be an extension or drop
light near the generator set with sufficient
length of cord so you can get the light
close to the set or the part you may be
working on or replacing. This is of paramount
importance if the machine is located
in another room.
^i
Film Damage
Sup«r Floor Ma.
chineiierub, polish,
buff, tand,
tteel wool, grind,
tcour oil typet of
floor iurfoces.
Specialized tool
equipment i» pro*
vided to fully
meet Induttriol
and other special
requirementf.
8IMCI i»n
Super Model BP-2, The
most modern, big capacity,
heavy duty, wet and
dry suction cleaner. Ektremely
quiet.
By-pass
motor, "Push*
button" hose
connection.
Special
blowing outlet.
Extra
large
fixed
rear wheels,
two ball
bearing front
casters and
many other
excluslveSuoer
features.
Ask him! Your Super
dealer can help you
solve any floormaintenance
problem, complicated
or simple, extensive
or limited.The
many models of the ultra
modern Super Suction ® Heavy Duty Cleaners and the
Super Service Floor Machines— all with Super Specialized
tool equipment—make them the first choice in every
classification in the commercial floor maintenance
field, regardless of budget or capacity requirements.
SUPER
SUCTION® CLEANERS
Seven models. Wet and dry pick-up
and blowing. Internal, uncloggable
filter. Dry air by-pass. Specialized tool
equipment for all kinds of work.
SUPER SERVICE FLOOR MACHINES
4 Sizes— 1.^", 15", 17", 20".
Easy-rest switch eliminates grip
effort and hand fatigue. Smooth
starting. Simple design and
rugged construction—no service
problems. Oversize, nonmarking
rubber wheels make
transportation easy, even on
stairs.
Your Super dealer will gladly demonstrate these odvanced fleer machines ond heavy duty cleaners
on your premises. Write for cotolog and complete doto.
THE NATIONAL SUPER SERVICE COMPANY
1941 N. 12th St. TOLEDO 2, OHIO
SAltS AND SERVICE in TkinOfMi &tUi
IN MNtD

MAINTENANCE AND OPERATION
A GUIDE TO BEHER RESTROOMS
THROUGH EFFICIENT FIXTURES
AND SUPERVISED MAINTENANCE
By C. F.
CRAIGIE Jr.*
H| If receipts at the boxoffice have
been lagging for a spell, don't be too
hasty in blaming it on a run of mediocre
films.
While this may very well be the basic
cause, there may be other contributing
factors
that haven't even occurred to you.
For one thing, your restrooms may be
driving business away to competitors.
How long since you last took a searching
look at the condition of washrooms in
your theatre?
If you're like the average theatre manager,
the answer probably is "too long."
Not that it's an intentional oversight
on your part. The trouble is, washroom
•Plumbing and Heating Industries Bureau.
miss the problem by hiring a cleanup man
to keep the facilities presentable.
It's not that easy. Some cleanup men
are conscientious in performing their
duties. But, just as many undoubtedly are
not. These are the ones who require
supervision, but very often do not get it.
facilities, being hidden behind closed doors,
are so easily forgotten.
You may have thought you could dis-
Remember, whether you make a practice
of periodically inspecting the washrooms
or not, your patrons are doing just
that very thing every time they open a
washroom door.
And, if what they find is not to their
liking, you'll soon feel the adverse effects
of their unfavorable word-of-mouth advertising
to their friends.
If you're operating in a metropolitan
area where patrons have a wide latitude
of choice in theatres to patronize, you can
hardly afford to let your washrooms get
rundown, not with an enterprising competitor
across the street or a few doors
away who is keen enough to recognize
the sales value of this attention to the
Wall-hung layatories, toilets, and enclosures make
easier for the janitor to scrub and mop the floor. No
the excellent lighting, shed equally on the toilet cor
partments and the rest of the washroom. Each lavato
has its own soap dispenser, a real convenience to theat
patrons. Towel dispenser is another essential of tfie mode
washroom.
comfort of his patrons for what it's worth.
Of course, it's easy to blame unsightly
Continued on following page
^ ifi'SiAT with fhe
IRWIN eoAier
. ..^^BETTER BOX OFFICE
NOW AVAILABLE WITH FULL SPRING UPHOLSTERED BACK
Just as essential as good attractions is the comfort of seating
a theater afFords. And those owners who provide the
latter with the IRWIN COMET know that it is great medicine
for boosting box office receipts ... an investment
that quickly pays for itself. Now available with full spring
upholstered backs, padded or plywood backs, they assure
that extra measure of comfort and good appearance that
keep your customers coming back again and again. And
they're built to give you exceptionally long service with a
minimum of maintenance costs. Write today, for details
on how you con boost profits by re-seating with this
fine, modern-to-the-minute, moderately priced chair.
IRWIN SEATING ^/z^
GRAND RAPIDS MICHIGAN
BOXOFFICE :: October 30, 1956 77

TICKET BOXES
PORTABLE TICKET
BOX
Mode especially for DRIVE-IN
THEATRES. Mode of sturdy
2 - p i e c e construction. Comes
equipped with key and lock.
Furnished in a variety of crackle
finishes.
Shipping weight approximately
6 lbs.
The Goldberg Bros. Ticket Box features
the disappearing schedule
holder when not needed. Dooi
fastened to body by body hinge
and equipped with lock. Finished
with a removable white finished
ticket stub container.
Furnished in a variety of crackle
finishes. Base ond top finished In
black crackle finish or top can be
furnished In a satin chromium finish
at additional cost.
Shipping weight approximately 40
lbs.
Ticket boxes sold through theatre supply dealers only.
GOLDBERG
DENVER, COLORADO
BROS
Replace Obsolete Systems or Equip New Theatres with
DeVRY DUAL PROJECTION & SOUND OUTFITS
Rebuilt Like New by S.O.S.— Includes 2 projectors with built-in soundheads,
3,000 ft. upper magazines, pedestals, 2 Series II coated lenses, IKW
arclamps, rectifiers with tubes, 30-watt sound film amplifier, booth monitor
speaker, 2-way speaker system for low and high frequencies, automatic
electric chongeovers and footswifches . . . ALL FOR ONLY $2,495.
ARC LAMPS GALORE
au in good condition
Peerless Magnates
$395 PR.
Strong Mogul, Brenkert Enarc
350 PR.
Forest U.T., Ashcraft "E," Ballantyne... 300 PR.
Cot\ be rebuilt to look and operate like new for $200 per pr.
Other dual projection
and sound
outfits from $895.
BEST VALUES in
Seamless
Metallic
Aperture
and
Screens,
Plates,
Everything
for Cinemascope
Sn C PIUrMA CIIDDI V rnOD "*"* ^' '" ^""^ ""•' "reet, n.y.c. 19
. U. 0. UlnLlTIH oUrrLT UUnr . pnone: PLaza 7-0440 Cable: Sosound
ffHeAfa^e- mirrors?
iMHL can.
AoCi>« -uouA. p/io^&m. utit^
HEYER-sHULTz UNBREAKABLE
METAL REFLECTORS
$ YEAR GUARANTEE 'Mmmmi SCREEN ILLUMINATION
SEE YOUR THEftm SUPPLY DEALER • M.i.o.mi b, u!Ytit-SMUii:.wc,c.4,r(i,m,.H.J.
-a*
GUIDE TO BETTER
RESTROOMS
Continued from preceding page
washrooms on poor service by the janitor.
The truth of the matter is, a good many
theatre washrooms today are beyond the
point where cleaning, however thorough or
frequent, does much to better the general
appearance.
These are the washrooms that must be
modernized, if they are to be brought up
to par with other conveniences and
services provided by the theatre to its
patrons.
The signs of a neglected washroom are
all too dismally apparent—chipped lavatories
and crazed urinals with stains of
long-standing, cracked toilet bowls, missing
faucet handles, lack of soap and towels.
NOT A PRETTY PICTURE
Add to this, poor lighting, dirty floors
and walls, and damp spots around the base
of toilet bowls which have worked loose
from floor boltings.
Not a pretty picture, is it? Nor, is it
exaggerated or overdrawn. Many theatres
which otherwise offer a presentable enough
appearance, have washrooms every bit this
bad and worse.
The wonder is that the facilities are
ever permitted to deteriorate to such a
point, since the odor emanating from such
washrooms is a dead giveaway to anyone
merely passing by outside.
In tackling the remodeling of ill-kept,
dilapidated washrooms, the fixtures are
the starting point. Old and defective fixtures
are the most obvious offenders and
must be replaced, before any basic improvement
can be achieved.
As to proper fixture ratios in planning
the modernization of inadequate washrooms,
most sanitary codes require a
minimum of one toilet for each 250 persons
of either sex.
One urinal for each 150 men also is a
minimum requirement. It is advisable to
install a lavatory for each two toilets or
urinals.
PLAN FOR CAPACITY
However, since these are minimums. it
is well to remember that washrooms should
be planned large enough in every case to
provide for a theatre's full seating capacity,
to avoid overcrowding during the rush
period that occurs during intermissions
and when shows break up.
If the theatre presents stage performances,
the backstage washroom facilities
should include not less than one toilet for
each sex, plus a urinal. Additionally, there
should be a lavatory in each dressing room.
At least one drinking fountain in the
auditorium is required by most codes.
Modem fountains, the safe and approved
kind, feature an automatic or manually
controlled stream regulator to compensate
for variations in water pressure, and
an angle stream jet.
A guard over the jet prevents it from
78 The MODERN THEATRE SECTION

The Admission
Control System
that means
Good Business
Good Showmanship
made only by
General Register Corp.
43-01 Twenty-Second Street ,
long Island City 1, N. Y.
1018 So. Wabash Ave., Chicago 5, III^
coming in contact with the lips. Design
of the guard also assures the washing of
saliva and waste water directly into the
receptor.
Fountains of the vertical type, in which
the water flows out of an upright jet,
are dangerous to health, because they
harbor germs. Be sure to provide an
abundance of safe, pure drinking water for
the convenience of your patrons.
The basic fixtures found in women's
washrooms are toilets and lavatories. A
third, and relatively new fixture, is being
installed in many women's washrooms
today—a separate urinal.
PERSONAL CONTACT AVOIDED
Personal contact can be avoided in using
this fixture, a factor which women particularly
appreciate. In women's washrooms
with separate urinals, the toilet
cleaning problem is considerably simplified
for the maintenance man.
Men's washrooms will require toilets,
urinals and lavatories. Urinals in the
men's washroom may be wall-hung or
floor-mounted.
The floor-mounted type have drains that
can be used to carry away the runoff water
when floors are hosed down and scrubbed
in the daily cleaning routine.
Wall-hung urinals, on the other hand,
leave the floor space underneath entirely
free and unobstructed. This makes mopping
and scrubbing much easier for the
janitor.
The trend is increasingly towards wallhung
fixtures for both men's and women's
washrooms, because of easy maintenance
and cleaning. In many installations all
fixtures are wall-hung—lavatories, toilets
and urinals. Even the partitions between
toilets can be wall-hung to get them off
the
floor.
In lavatories for men's and women's
washrooms, there is a wide choice of types.
Many, as already pointed out, are wallhung.
Others stand on pedestals, or on
chromium-plated brass legs.
SHAPES OF LAVATORIES
Storage space for placing personal belongings
is provided either by the slab
around the bdwl of the lavatory, or on a
raised shelfback. Lavatory bowls are
rectangular, square, oval, or D-shaped.
The fittings—combination faucets and
popup drains—are of chomium-plated
brass. Chromium finish retains its bright
sparkle and luster indefinitely, with proper
cleaning. This means wiping with a soapy
rag, rinsing with clear water, and drying
with a clean cloth.
Abrasive cleaners should never be
used in cleaning chromium fittings of
plumbing fixtures, because of the risk
of scratching and dulling the finish.
Combination faucets are to be preferred
to separate hot and cold water faucets for
the lavatories, because of the ease with
which water can be tempered, with the
former, according to the user's preference.
Continued on following page
*25
DOWN
Balance
SIO
Monthly
400 DELUXE
PENNY
FORTUNE
SCALE
NOT A
NOVELTY—
BUT AN
INVESTMENT
25-75 %
PROFIT ,
WEIGHT 165 LBS.
We also manufacture an all weother
scale and a horoscope scale.
Invented and Made Only by
WAT L I N G
Manufacturing
Company
4650 ^. Fulton St. Chicago 44, Illinois
Est. 1889—Telephone; Columbus 1-2772
Cable Address: WATLINCITE, Chicago
"Comfort is
Our Business'
HEYWOOD-,
WAKEFIELD'
THEATRE CHAIRS
Theatre Seating Division
Menominee • Michigan
"PHIlllPS CARBON SAVERS';
THEATRES, DRIVE-IN THEATRES
Am TYPE OF ARC LAMP
Mfg. By
PHILLIPS ELECTRO EXTENSIONS
P. O. Box 788 Charleston, W. Vo.
ASK YOUR THEATRE SUPPLY DEALER j
B O X O F F I C E : : October 20, 1956 79

JheNEW
ROBIN
GUIDE TO BETTER
RESTROOMS
Continued from preceding page
If desired, faucets with self-closing
vaives can be installed to conserve water.
A thermostatic temperature regulator
should be installed to prevent scalding
water from coming out of a lavatory hot
water iaucet. This is particularly important
in theatre washrooms, where children
as well as adults use the facilities.
Toilets for both men's and women's theatre
washrooms should be of the elongated
bowl type. The extra large water area
makes it easier to keep such fixtures in a
clean and sanitary condition.
Toilet seats
should be of the open-front
type, again as an aid in cleaning.
FLUSH VALVES IMPORTANT
Rapid flushing action is a basic requirement
of toilets Installed in public washrooms.
Plush valves take care of this
need. They should be equipped with
vacuum breakers, to prevent possible backsiphonage
and pollution of water supply.
The same type of flush valve can be installed
on individual urinals in the men's
washroom, or a bank of urinals can be
Hushed periodically by an automatic flushing
mechanism.
The advisability of colored fixtures
should be considered in planning washrooms
that will appeal most to women
theatre patrons. Colored fixtures cost only
slightly more than white, but the added
cost is well worth the investment, considering
the favorable impression registered.
Plumbing fixtures in matched ensembles
are available today in these attractive
colors—blue, green, yellow, pink, ivory,
suntan and gray, as well as Persian red, a
deep winelike shade.
PROJECTIONISTS
everywhere -know
and favor the
GRISWOLD
SPLICER
MODEL R-2
FOR 35MM FILMS
Exclusive features assure fast, accurate
splices on a frame line every
time. Sturdy, all-metal construction
assures long, trouble-free service.
•
For details and prices write our
National
Distributor
^Qumiada. PRODUCTS CORP.
330 W. 42nd St., New York 18, t4. Y.
GRISWOLD MACHINE WORKS
PORT JEFFERSON, NEW YORK
Patentee, original and sole maker of
genuine GBISWOLD Splicers.
Ho s%e 15
\oo Bit..
SELENIUM RECTIFIER
Specifically engineered for New
and Wide Screen
Projection Systems
"TRU-ARC" Rectifiers and aQB/*,
complete factory parts ftf ^^^%P
available immediately from •
our factory at East Orange, -f.
New Jersey.
* OTO'
Monufactured by Sonsha Electric C«.
SOLE U. S. DISTRIBUTOR
J. E. ROBIN, INC.
Alofion Picture Equipment Specio/isfs
267 Rhode Island Avenue
EAST ORANGE, N. J.
Manufacturers of
MOTOR GENERATORS • RECTIFIERS
RO-RO CONVERTER • SCREENS
FIXTURES IN PASTELS
With the exception of the last-named,
the colors are soft pastels which blend
readily with stronger color tones of materials
chosen for floor and wall finish.
It is advisable in planning the remodeling
of a woman's washroofti to provide a
separate lounge off the room containing
the fixtures. In addition to sofas, easy
chairs, and smoking stands, there should
be a powder bar with a full-length mirror.
This will free lavatories in the washroom
for the use of those interested primarily
in washing the hands and face.
Primping at lavatories ties up the facilities
Indefinitely and annoyingly during
rush periods. The practice can be
discouraged by omitting mirrors over the
lavatories.
If a separate lounge room and powder
bar are impossible due to space limitations,
mirrors will have to be installed in
the washroom. But, in no case should
they be placed above lavatories.
Experience has proved time and time
again that ordinary painted plaster walls
are not satisfactory for washrooms, be-
ADC curtain track and con»
trol equipment con be customfitted
to your needs. Our Besleel,
Silent Steel and Fenesleel curtain
trocks . . . our Autodrope, Silver
Service, Lift-Brake and Slop-
Start and Reverse curtain machines
are smooth, effortless and
dependable.
"W( Uftert lit KUtt Critirattd Ctrtaiiu k Hi* WtrU"
PROFESSIONAL SEAT RENOVATION
Foctory-troined crew will r«-do your theatre chairs
like new.
SAMPLES ESTIMATES ANYWHERE.
203S« GRAND RIVER
DITRaiT,
MICHIGAN
KtNWOOD 3.8740
80 The MODERN THEATRE SECTION

More
ILLUMINATION
Befter
COLOR BALANCE
More Light per Ampere
•
The Larger Cored Carbons
Make Possible
EVEN, BRILLIANT ILLUMINATION
and a
BRIGHTER, SHARPER PICTURE
ever entire screen area for
CinemaScopE
VISTAVISION
color or black & white
SUPER SCOPE-235
Ask for Test Samples ai Our Expense
Write for your FREE NEW
LORRAINE CARBON CHART
of recommended omperages, voltage and arc gaps.
Amp.

ADLER
NEW
'5NAPL0K'
PLASTIC
LEUERS
Snap on and off frames easily.
Testing lab reports these new 4"-
6"-8"-t0"-12'-17"-24" letters stay
firmly on frames even in a 60-mile
and spring clip keeps its
wind . . .
gripping power after being used
20,000 times.
•
l''or Information About Complete .\dler
IJne or Letters k Frames, Contact Your
liistrlbutor or Write tor Free Catalog:
ADLER
Silhouette Letter Co.
Ever
look
at
11843-A West Olympic Blvd.
Lot Angeles 64, Calif.
your
seating
FROM THIS ANGLE?
Your theater seating Is an investment
in patron comfort, low maintenance
costs and compelling eye-appeal
. . . from every angle — if it is
INTERNATIONAL seating. Let us
send you proof.
^utemationaLsEAT
DIVISION OF
UNION CITY BODY CO., INC
Union City, Indiana
r- "N
GLASS, CHROME and
STAINLESS STEEL
CLEANER
... By KINNER
Acclaimed by thousands of theatre
operators as the finest of
them all.
• REMOVES THE FILM THAT CAUSES SMEARS
—BRINGS OUT THE SPARKLE.
• Fine for Popcorn Moctiinet ond reflectors.
• Works in extreme low temperotures.
Sold by NATIONAL THEATRE SUPPLY
and hundreds of other supply houses.
KINNER
Manufactured by
PRODUCTS
PATASKALA, OHIO
C 0.
Alphabetical Index
of Advertisers' Key Numbers an^K^'
Number
Ace Electric Mtg. Co 60b
Adlor Silhouette Letter Co. 82d
American Playground Device Co 71a
American Seating Co 115a
Arvin Industries, Inc — 8a
C. S. Ashcralt Mig. Co 40a
Automatic Devices Co 80c
Ballantyne Co 75a
Bausch & Lomb Opticol Co
69a
Edgar S. Bowman. 59c
Cali Products Co 57b
Canada Dry Ginger Ale. Inc -...44a, 45a
Carbonic Dispenser. Inc 54a
Carbons, Inc
81a
L. E. Carpenter 57a
Coca-Colo Co
2a
Drive-In Theatre Mlg. Co - 72a
Arthur DuGrenier, Inc 47a
EPRAD
66a
Electric-Aire Engineering Corp 81c
Evans Reconing Service
Florman & Babb
71d
82a
Flowers oi Hawaii. Ltd... 71c
General Register Corp 79a
GHR Enterprises
46b
Goldberg Brothers
78a
Griswold Machine Works 80b
Henry Heide, Inc 51a
Hewitt-Robins, Inc 41a
Heyer-Shultz, Inc _ 78c
Heywood-Wakeiield Co
79c
International Projector Corp
6a
International Seat Corp
82e
Irwin Seating Co 77a
Kinner Products Co 82i
Koiled Kords 64a
KoUmorgen Optical Co 61a
LaVezzi Machine Works
73b
Manko Fabrics Co
6Ib
Manley, Inc 48a
Mid-East Sales Co , 74b
Miniature Train Co 64b
Miracle Whirl Sales Co 66b, II6a
Motiograph, Inc 59a
Multiplex Faucet Co , 47b
National Carbon Co. 3a
National Excelite 17a
National Super Service
76a
National Theatre Supply 58a
Nestle Co
43a
Oglesby Equipment Co
80d
Pic Corp 70a
Phillips Electro Extensions 79d
Projection Optics Co 81b
RCA (Service)
73a
Raytone Screen Corp
60a
Recreation Equipment Co.
74a
I. E. Robin, Inc SOaj
Sandler Mfg. Co. „ 71e'
C. F. Simonin's Sons, Ino 46a
S.O.S. Cinema Supply Corp.
78b
Sonken-Galamba Corp 82b
Speed Scoop „ 46d
Steel Products Co 52b
Strong Electric Corp 5a
Superior Refrigerator Mig. Co. 46c
Switzer's Licorice Co 52a
Thermolator Corp 71b
United Speaker Co 70b
Vallen, Inc _. e2c
Valley Forge Flag Co., Inc 66c
Vocolite Screen Corp 59b
Wagner Sign Service, he 7o
Walling Mfg. Co _ _ 79b
Westrex Corp.
Western Electronics Co 65b
Whitney Blake Co. _ 65a
4a
F&6 FILM
w
CEMENT
WATCH YOUR SPLICING
PROBLEMS DISAPPEAR
F&B
This new film cement took
a famous chemical laboratory
fully four years to develop
and perfect. It contains a
mFtB new inoredient never before
used in any formula which
serves to make this the most
efficient film cement now on the market.
FLORMAN & BABB invites you to write for a free
sample or place your order now for earliest delivery.
CAUTION: Do not mix F&B film cement with
any other brand. The ingredients do not blend.
PRICES: 2 oz. 4[c, '^ pt. $1.50, 1 pt. $2.50
mTiaMTpim
A PERFECT SPLICE EVERY TIME with the
EXCLUSIVE PRESET SPLICER
The major cause of poor splicing is improper scrapino
(either too much or too little). Now that problem
has been soked with the AUTO-MATIC SPLICER
that takes off exactly the rioht depth every time
. . . regardless of applied pressure.
AUTO-MATIC SPLICER is a precision tool . . .
imported from England. It has a precision ground,
tungsten steel scraper that is preset and ready for
making thousands of splices . . .
The fastest, sofest splicer on the market today.
BROCHURE ON REQUEST
WRITE FOR FREE CATALOG FOR
ALL MOTION PICTURE NEEDS
FLORMAN & BABB
68 W. 45 ST., NEW YORK 34, N.Y.
Phone. MUrrar Hill I.2»IB
Cobit t«di>i>> liOMtlS. N f.
SPEAKER STANDS
and GUIDE LIGHT
POSTS
Fabricated to your specifications
from new or used steel pipe or
tubing—black and galvonized.
Wf/fe—Wire—P/ione
SONKEN-GALAMBA CORP.
2nd and Riverview
Kansas City 18, Kansos
ATwater 1-9305
famous since 1916
or the finest
curtain
in
controls,
tracks and special
operating devices.
INCe
akron 4, ehio
82 The MODERN THEATRE SECTION

JSE THE FREE RETURN CARDS
FOR MORE INFORMATION
AKE ANOTHER LOOK at the advertisements in this Modern Theatre BUYERS'
ilRECTORY and REFERENCE SECTION. See the Alphabetical Index of Advertisers on
he facing page; also the Condensed Products Index below. In both, FIGURES in the
uey Number shown for each manufacturer indicate the page on which that firm's
jidvertisement appears. The postcards below have numbers corresponding to the
oge numbers—with letters added.
Circle the whole Key Number, including the letter,
orresponding to the page numbers of the advertisements on which you wont more
nformation. Then; Fill in your name, address, etc., in the space provided, tear
:)Ut
the card and mail.
fER BUYING
SERVICE
DIRECTORY
3ERN THEATRE
BOXOFFICE
• If a product in which you ore interested does not oppear in this Condensed Index, or if o comirehensive
list of sources is required, turn to the general directory which begins on page 83. A
ettcr to each manufacturer will obtain the information you seek . . . and when writing, please
tiention Modern Theatre BUYERS' DIRECTORY and REFERENCE SECTION of BOXOFFICE.
CONDENSED PRODUCT INDEX
M
PROJECTION
ADMISSION CONTROL SYSTEM, DRIVE-INS
General Register Corp 79a
Nestle Co., Inc 43a
Switzer's Licorice Co 52o
18 SOUND IQUIPMfNT
^DM1SSI0N
SIGNS
Edgar S. Bowman 59c
\TTENDANCE STIMULATORS
Flowers of Hawaii, Ltd
ATTRACTION
BOARDS AND LETTERS
71c
Adier Silhouette Letter Co 82d
Wagner Sign Service
7a
:andy
Henry Heide, Inc 51a
CARBON SAVERS
Call Products Co 57b
Phillips Electro Extensions 79d
CURTAIN CONTROLS & TRACKS
Automatic Devices Co 80c
Vallen, Inc 82c
DRINKS, SOFT
Canada Dry Ginger Ale, Inc 44a, 45a
Coca-Cola Co 2a
I ADVERTISING DISPLAY
7 ftOHIkGl
CONCESSIONS
21 AUIOMtllC VENDING
12 tIGHTING
PLEASE PRINT
Name
Position
Theatre or Circuit..
Street No
City
State..
Ko
'Postage Stamp ^
Necessary
if Mailed in
the United
States
20 TICKET OFFICE
27 MISCEllANEOUS 23 ORIVE'IN EQUIPMENT
BUSINESS REPLY CARD
First Class Permit No. 874 - Section 34.9 PL8.R - Kansas City, Mo.
MODERN THEATRE Section of BOXOFFICE
Reader Service Dept.
Buyers' Directory 1956
825 Van Brunt Blvd.
KANSAS CITY 24,
MO.
MODERN THEATRE:

'
'.
ADLER
NEW
SNAPLOK'
PLASTIC
LETTERS
Snap on and off frames easily.
Testing lab reports these new 4"-
6"-8"-10"-12'-17"-24" letters stay
firmly on frames even in a 60-mile
and spring clip keeps its
wind . . .
gripping power after being used
20,000 times.
l''or Informailon About Complete .Adler
line of Letters L Frames, Contact Your
Distributor or Write for Free Catalog;
ADLER
Silhouette Letter Co.
Ever
look
at
11843-A West Olympic Blvd.
Loi Angeles 64, ColK.
your
seating
FROM THIS ANGLE?
Your theater seating is an investment
in patron comfort, low maintenance
costs and compelling eye-appeal
. . . from every angle — if it is
INTERNATIONAL seating. Let us
send you proof.
^utematlonafsEAT
DIVISION OF
UNION CITY BODY CO., INC
Union City, Indiana
r- "N
GLASS, CHROME and
STAINLESS STEEL
CLEANER
... By KINNER
I
Acclaimed
by thousands of theatre
operators as the finest of
them all.
• REMOVES THE FILM THAT CAUSES SMEARS
—BRINGS OUT THE SPARKLE.
• Fine for Popcorn Machines and refloctors.
• Works in extreme low temperatures.
Sold by NATIONAL THEATRE SUPPLY
and hundreds of other supply houses.
Monufactured
KINNER PRODUCTS CO.
PATASKALA, OHIO
by
Alpl
of Ad>
Ace
Ele
Adler S
America
America
Arvin In
C. S. A.
Automat
Ballanty
Bausch
Edgar E
Call Pr<
Canada
Carboni
Carbont
L. E. C
Coca-Ci
Drive-In
Arthur
EPRAD
Evans F
FlormaB
Flowers
General
GHR En
Goldbei
Griswol
Henry 1
Hewitt-I
Heyer-S
Heywoc
Inteinat
Internat
Ir^vin
Kinner
S
Koiled :
Kollmor
LaVezzi
Manko
Manley.
Mid-Eae
Miniatu:
Miracle
Motiogr
Multiple
Nationa
Nationa
Nationa
Nationa
Nestle (
Oglesb^
Pic Cor
Phillips
Projecti
RCA (S
Raytonc
Recreat
I. E. He
Sandler
C. F. S
S.O.S.
Electric-
Sonken-
Speed £
Sleel P --
Strong
Superio
Switzer
Thermo
United
Vallen.
Valley
Vocalili
Wagnei
Wallint
Westre:
Weslen
Whitne
REFLECTORS
Heyer-Shultz, Inc.. ..78c
SCALES, PENNY WEIGHING FORTUNE
Wotling Mfg. Co .79b
SCREENS FOR INDOOR THEATRES
L. E. Carpenter & Co., Inc 57a
Vocalite Screen Corp 59b
SEAT MAINTENANCE AND REPAIR
Manko Fabrics Co., Inc 61b
Ogiesby Equipment 80d
SEATING, THEATRES
American Seating Co
115a
Hewitt-Robins, Inc 41a
Heywood- Wakefield Co 79c
International Seat Corp 82e
Irwin Seoting Co 77a
SPEAKER CORDS
Koiled Kords, Inc.. ..64a
MODERN THEATRE:
SPEAKER, IN-CAR FOR DRIVE-INS
Bollantyne Co
75,
Drive-In Theatre Mfg. Co 72,
EPRAD
"ZljfA^
Sandler Mfg. Co
71,
United Speaker Co
7q|
SPEAKER REPAIRS
Eyans Reconing Service.. ..71,
SPEAKER STANDS
Sonken-Galamba Corp.. ..82
THEATRE EQUIPMENT AND SUPPLIES
National Super Service Co 76(
S.O.S. Cinema Supply Corp 781
Westrex Corp 4,
TICKET BOXES
Goldberg Brothers.. ..78
UNDERGROUND CABLES
Whitney Blake Co ..65
Send me more information on the items ADVERTISED on the pages circled below.
2a
82

TO BETTER BUYING
THE PRODUCT-SERVICE
DIRECTORY
of The MODERN THEATRE
section of BOXOFFICE
S
DECORATING
3 lUllDING MATERIAL
8 FURNISHINGS
19 UAGE EQUIPMENT
} AlP CONDITIONING
10 HEATING
14 PROJECTION
^^f
1« SOUND EQUIPMENT
17 SEATING
6 FLOORS and CARPETS
II
INSUIATION- ACOUSTICS
9 FURNITURE
15 SAFETY DEVICES
13 PLUMBING
J/.

^
ADVERTISING DISPLAY
Use the Index of Advertised Products at Page 82 to find od-dato herein on popular items.
1 ADVERTISING DISPLAY
ADMISSION SIGNS-See 120
101 -ATTRACTION BOARD LEHERS
Adier Silhouette Letter Co., 11843 W. Olympic Blvd.,
Los Angeles 64, Colif.
Artcraft-Strauss Sign Co., 830 12th Ave., N. Y., N. Y.
Ballontyne Co., The, 1712 Jackson, Omaha 2, Nebr.
Bevelite Corp., The, 1615 Cordovo St., Los Angeles 7,
Colif.
Drive-In Theatre Mfg. Co., 505 W. 9th St., Kansas
City 5, Mo.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
S.O.S. Cinema Supply Corp., 602 W. 52nd, Nev/ York
19, N. Y.
Theatre Specialties, Inc., 1615 Cordova St., Los
Angeles 7, Calif.
Universol Corp., 6710 Denton Drive, Dallas, Tex.
Wogner Sign Service, Inc., 218 S. Hoyne Ave., Chicago
12, III.
102-ADVERTISING MATS
Fepco, 221-222 N. 16th St., Omaha, Neb.
Metropoliton Mat Service, 303 E. 4th St., Los Angeles,
Calif.
103-AUTO MARQUEES
AdIer Silhouette Letter Co., 11843 W. Olympic Blvd.,
Los Angeles 64, Colif.
S.O.S. Cinema Supply Corp., 602 West 52nd St., New
York 19, N. Y.
BANNERS, FLAGS, ETC-See 123
BLACK LIGHT EQUIPMENT-See 502 and 506
104-DATE STRIPS
Edgar S. Bowman, 682 Sixth Ave., New York 10, N. Y.
Notional Theatre Supply, 92 Gold St., New York, N. Y.
Poblocki & Sons Co., 2159 S. Kinnickinnie, Milwaukee
7, Wis.
Romor-Vide Co., Chetek, Wise.
Theatre Specialties, Inc., 1615 Cordova St., Los
Angeles 7, Calif.
Universal Corp., 6710 Denton Drive, Dallas 9, Tex.
1 0S-DISPLAY FRAMES, CASES & EASELS
AdIer Silhouette Letter Co., 11843 W. Olympic Blvd.,
Los Angeles 64, Calif.
Advonods Co., 2108 Payne Ave., Cleveland, Ohio.
Bevelite Corp., The, 1615 Cordova St., Los Angeles 7,
Calif.
E. S. Bowman, 682-6th Ave., New York 10, N. Y.
Nationol Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Norpat Soles, Inc., 113 W. 42 St., N. Y. 36, N. Y.
Romar Vide Co., Chetek, Wis.
Signs, Inc., 48 Geneva St., Boston 21, Mass.
Theatre Specialties, Inc., 1615 Cordova St., Los
Angeles 7, Colif.
Universol Corp., 6710 Denton Drive, Dallas 9, Tex.
106-ELECTRIC TURNTABLES
Animated Display Creators, Inc., Ill So. Sixth St.,
Mpls. 2, Minn.
J. R. Cloncy, Inc., 1020 W. Belden Ave, Syracuse, N.Y.
FLASHERS-See 119
107-FLASHED OPAL GLASS
AdIer Silhouette Letter Co., 11843 W. Olympic Blvd.,
Los Angeles 64, Calif.
Notional Theatre Supply, 92 Gold St., New York, N. Y.
Pittsburgh Plate Gloss, 32 Duquesne Way, Pittsburgh
22, Pa.
Theatre Specialties, Irtc, 1615 Cordova St., Los
Angeles 7, Colif.
Wogner Sign Service, 218 S. Hoyne Ave., Chicago, 111.
108-FLUORESCENT SIGNS
Advonods Co., 2108 Payne Ave., Cleveland 14, Ohio
Edgar S. Bowman, 682 Sixth Ave., New York 10, N.Y.
Doc Foige & Associotes, 630 Ninth Ave., New York
36, N. Y.
Notional Theatre Supply, 92 Gold St., New York 38,
N. Y.
Stroblite Co., 35 W. 52nd St., New York 19, N. Y.
Swanson-Nunn Signs, Inc., 2018 So. Kentucky Ave.,
Evansville 14, Ind.
Switzer Brothers, Inc., 4732 St. Clair Ave., Cleveland
3, Ohio
Triple-S-Supply Co., 206 First St., Son Francisco, Calif.
Wagner Sign Service, Inc., 218 So. Hoyne Ave.,
Chicago 12, III.
109-FRAME and GLASS EQUIPMENT
AdIer Silhouette Letter Co., 11843 W. Olympic Blvd.,
Los Angeles 64, Calif.
Ballontyne Co., The, 1712 Jackson Ave., Omaha 2,
National
Neb.
Theatre Supply, Gold 92 St., York 38,
New
N. Y.
Pittsburgh Plate Gloss, One Gatewoy Center, Pittsburgh
22, Pa.
Universal Corp., 6710 Denton Drive, Dallas, Tex.
Wogner Sign Service, Inc., 216 S. Hoyne Ave.,
Chicago 12, III.
110-FRAMES, POSTER
Bevelite Corp., The, 1615 Cordova St., Los Angeles 7,
Calif.
Doc Foige & Associates, 630 Ninth Ave., New York
36, N. Y.
Notional Theatre Supply, 92 Gold St., New York, N. Y.
Universal Corp, 6710 Denton Drive, Dallas, Tex.
111-HARDBOARD
Armstrong Cork Co., Liberty St., Lancaster, Pa.
Ballontyne Co., The, 1712 Jockson Ave., Omaha 2,
Neb.
Certain-Teed Products Corp., 120 E. Lancaster Ave.,
Ardmore, Po.
Marsh Wall Products, Inc., Horger 8i Main Sts., Dover,
Ohio.
Masonite Corp., Ill W. Washington, Chicago 2, III.
Triple-S-Supply Corp., 206 First St., San Francisco
5, Calif.
United States Plywood Corp., 55 W. 44th St., New
York 36, N. Y.
112-INSERT FRAMES
Bevelite Corp., The, 1615 Cordova St., Los Angeles 7,
Colif.
Drive-In Theatre Mfg. Co., Div. of Dit-Mco, Inc., 505
W. 9th, K. C. 6, Mo.
National theotre Supply, 92 Gold St., New York, N. Y.
Peoples Display Frame Co., 1513-15 Olympic Blvd.,
Montebello, Colif.
Theotre Specialties, Inc., 1615 Cordovo St., Los
Angeles 7, Calif.
Universal Corp., 6710 Denton Dr., Dallas 8, Tex.
113-LAMP COLORING
Capitol Stage Lighting Co., Inc., 527-529 W. 45th
St., New York 36, N. Y.
Notional Theatre Supply, 92 Gold St., New York, N. Y.
LETTER MOUNTING UNITS-See 101
114-LETTERS, SILHOUETTE
AdIer Silhouette Letter Co., 11843 W. Olympic Blvd.,
Los Angeles 64, Calif.
Ballontyne Co., The, 1712 Jackson Ave., Omaha 2,
Nebr.
National Theatre Supply, 92 Gold St., New York, N. Y.
Wagner Sign Service, Inc., 218 So. Hoyne, Chicago
12, III.
LOBBY DISPLAYS, ANIMATED-See 10S
115-LOBBY SIGNS,
NEON
AdIer Silhouette Letter Co., 11843 W. Olympic Blvd.,
Los Angeles 64, Calif.
116-MARQUEES
AdIer Silhouette Letter Co., 11843 W. Olympic Blvd.,
Los Angeles 64, Calif.
Ballontyne Co., The, 1712 Jackson Ave., Omaha 2,
Nebr.
Doc Foige & Associates, 630 Ninth Ave., New York
36, N. Y.
Federal Enterprises, Inc., 8700 S. Stote St., Chicago
19, III.
Notional Theatre Supply, 92 Gold St., New York, N. Y.
Poblocki i Sons Co., 2159 S. Kinnickinnie Ave., Milwaukee
7, Wis.
Theotre Specialties, Inc., 1615 Cordova St., Los
Angeles 7, Colif.
Wagner Sign Service, Inc., 218 So. Hoyne, Chicogo, III.
MARQUEE SERVICING EQUIPMENT-See 2212
117-PORCELAIN ENAMELED SIGNS
AdIer Silhouette Letter Co., 11843 W. Olympic Blvd.,
Los Angeles 64, Colif.
Bollontyne
Neb.
Co., The, 1712 Jackson Ave., Omoha 2,
Notional Theatre Supply, 92 Gold St., New York 38,
N. Y.
Poblocki & Sons Co., 2159 S. Kinnickinnie Ave., Milwoukee.
Wis.
Wogner Sign Service, Inc., 218 S. Hoyne Ave., Chicago
12, 111.
POSTER FRAMES-See 105
llg-POSTER, RENTAL
American Poster Co., 2310 Coss Ave., Detroit, Mich.
Glo-Art Poster Co., 2310 Coss Ave., Detroit Mich.
Metropoliton Printing Co., 1609 N. 15th, Philo., Pa.
Nationol Screen Service Co., 630 Ninth Ave., New
York, N. Y.
119-SIGN FLASHERS & BORDER CHASERS
Doc Paige & Associates, 630 Ninth Ave., New York
36, N. Y.
Federal Sign & Signal, 1 West 87th St., Chicago 19, III.
Nationol Theatre Supply, 92 Gold St., New York 38,
N. Y.
Norpat, Inc., 113 W. 42 St., N. Y. 36, N. Y.
Robin Inc., J. E., 267 Rhode Islond Ave., Eost Orange,
N. J.
120-SIGNS, ADMISSION
Associoted Ticket & Register Corff., 346 W. 44th St.,
New York 18, N. Y.
Ballontyne Co., The, 1712 Jackson Ave., Omoha 2,
Nebr.
Edgar S. Bowman, 682 Sixth Ave., New York 10, N. Y.
Doc Faige & Associates, 630 Ninth Ave., New York
36, N. Y.
Federal Sign & Signal, 1 West 87th St., Chicago 19, 111.
Notional Theatre Supply, 92 Gold St., New York, N. Y.
Norpat, Inc., 113 W. 42 St., N. Y. 36, N. Y.
121 -SIGNS, PLASTIC
AdIer Silhouette Letter Co., 11843 W. Olympic Blvd.,
Los Angeles 64, Calif.
Associated Ticket & Register Corp., 346 W. 44th St.,
New York City.
Bollontyne Co., The, 1712 Jackson Ave., Omaha 2,
Nebr.
Edgar S. Bowman, 682 Sixth Ave., New York 10, N. Y.
Drive-ln Theotre Mfg. Co., 505-9th St., Kansas City,
Mo.
Federal Enterprises, Inc., 8700 S. Stote St., Chicogo
19, III.
Long Sign Co., 6209 John Lodge Expy., Detroit, Mich.
Merritt 4 Associates, R. K., 1 100 West 8th St., Azusa,
Calif.
Notional Theatre Supply, 92 Gold St., New York, N. Y.
Norpat Inc., 113 W. 42nd St., N. Y. 36, N. Y.
Pepsi Colo Co., 3 West 57th St., New York, N. Y.
Poblocki & Sons Co., 2159 S. Kinnickinnie, Milwaukee
7, Wis.
SILHOUETTE LETTERS-See 101
TRANSPARENCY FRAMES-See 112
e MODERN THEATRE INFORMATION BUREAU
Von Brunt BcAileTorcL Kansas City 24, Mo.
atlemen: I am intsrestsd in th* ioUowing subiacts, componiss or
ducts:
For specific inlormation
on theatre subjects
not listed or
advertised
herein
USE THIS
COUPON
Bt turi to liin (
Ihi eetoslti sMi.
122-TURNTABLES, ELECTRIC
Gole Dortheo Mechonisms, Elmhurst L. I., N. Y.
Notional Theatre Supply, 92 Gold St., New York 38,
N. Y.
123-VALANCES, BANNERS, Etc.
Capitol Flog & Banner Co., 1719 Wyandotte St.,
Kansas City, Mo.
Hollywood Advertising Co., 1574 W. Washington Blvd.,
Los Angeles 7, Calif.
Nationol Flog Co., 43 W. 21 St., New York, N. Y.
Notional Theotre Supply, 92 Gold St., New York, N. Y.
124-WATER TREATMENT CHEMICALS
Gorman Co., Inc., 1253 Grover, St. Louis 23, Mo.
NOTE: The compiUre ol THE KEY TO BETTER BUYING directory ha»«
used every precaution to Insure correct listing and spelling of linn names, addresses
and the nomes ot products supplied by them. For this reason the
publiiher cannot be respoiuible lor omissions or errors.

FREE Postcords are ptx>vi

CONCESSIONS Use the Index ot Advertised Products at Page 82 to find ad-data herein on popular itenu.
403-BAGS, WAX, TRANSPARENT
Concession Supply Co., 3916 Secor Rd., Toledo 13, Ohio
Detroit Popcorn Co., 5633 Grand River Ave., Detroit 8,
Mich.
Gold Medal Products Co., 318 E. Third St., Cincinnati
2, Ohio.
Interstate Popcorn Co., 324 W. 44th, New York, N. Y.
Monley, Inc., 1920 Wyandotte, Kansas City 8, Mo.
National Theotre Supply, 92 Gold St., New York, N. Y.
Rex Specialty Bag Co., 21-09 Borden Ave., Long
Island City, N. Y.
Savon Co., The, 286 Pennsylvania Ave., Peterson 3,
N. J.
404-BARBECUED MEATS
Costletwrry's Food Co., 1010, Augusta, Go.
Mickelbcrry Food Products, 43rd and State Line,
KarKos City, Kas.
Smithfield Horn and Products Co., Smithfield, Va.
405-BEVERAGES
APCO, Inc., 250 W. 57th St., New York 19, N.Y.
Berlo Vending Co., 333 So. Broad St., Phila. 7, Pa.
Blevins Popcorn Co., IrK., Popcorn Villoge, Noshville,
Tenn.
Colifornio Fruit Growers Exchange, Ontorio, Colif.
Conado Dry Ginger Ale, Inc., 100 Pork Ave., New
York, N. Y.
Coca-Colo Co., The, P. O. Drawer 1734, Atlanto, Go.
Concession Supply Co., 3916 Secor Rd., Toledo 13,
Ohio.
Dod's Root Beer Co., 2800 N. Tolman, Chicago 18, 111.
Dori-Shoke Div., 140 W. Ontorio St., Chicogo 10, 111.
Dr. Pepper Co., P. O. Box 5086, Dollos 2, Tex.
Gold Medal Products Co., 318 E. Third St., Cincinnati
2, Ohio.
Gropette Co., 112 E. Grinsteod, Comden, Ark.
Hires Co., Chorles E., 206 S. 24th, Philo. 3, Po.
Hurty-Peck & Co., 1423 Noomi St., Indionopolis, Ind.
Liquid Carbonic Corp., 3100 S. Kedzie, Chicogo, 111.
Lyon Industries, Inc., 373-4th Ave., New York, N. Y.
Monley, Inc., 1920 Wyondotte, Kansos City, Mo.
Mission Dry Corp., 5001 S. Soto St., Los Angeles, Colif.
Notional Theotre Supply, 92 Gold St., New York 38,
Nehi Corp., 1 0th ond 9th Ave., Columbus, Go.
Nesbitt Fruit Prod., 2946 E. 11th, Los Angeles, Colif.
Orange-Crush Co., 2201 W. Main St., Evonston, III
Pepsi-Colo Co., 3 W. 57th St., New York 19, N. Y.
Pure Foods, Inc., 1300 Belmont Ave., Chicogo 13 111
Squirt Co., 202 S. Hamilton Dr., Beverly Hills, Colif
Theatre Condy Co., Inc., 400 Dinwiddle St., Pittsburgh
19, Po.
Tru-Ade, Inc., 20 N. Wocker Dr., Chicogo 6 111
Wonder Co., The, 360 N. Michigan Ave., Chicogo I, III
Welch Grope Juice Co., 55 5th Ave., New York 3, N.Y.
406-BEVERAGE COOLER, BOHLE
Berlo Vending Co., 333 So. Brood St., Philo. 7, Po.
Champion Vender Co., Div. of Tyler Refrigeration
Corp., 1329 Lake St., Niles, Mich.
Foige & Associates, Doc., 630 Ninth Ave., New York
36, N. Y.
Frigidoire Div., General Motors Corp., 300 Taylor St..
Dayton, Ohio.
General Electric Co., Bloomfield, N. J.
Hires Co., Chorles E., 206 S. 24th, Philo. 3, Po.
Mills Industries, Inc., 4100 Fullerton, Chicago 39, III.
Nosh-Kelvinotor Corp., Detroit 32, Mich.
Notional Theatre Supply, 92 Gold St., New York 38,
N. Y.
Nehi Corp., 10th and 9th Ave., Columbus, Go.
Perlick Bross Co., 3110 W. Meinecke, Milwaukee 45,
Wis.
Savon Co., The, 286 Pennsylvonio Ave., Poterson 3,
N. J.
Superior Refrigerator Co., 822-24 Hodiomont Ave.
St. Louis, Mo.
BEVERAGE DISPENSERS-See 426
407-BEVERAGES, DRY SYRUP
Cromore Fruit Products, Inc., P. O. Box 668, Point
Pleosont, N. J.
Gold Medol Products Co., 318 E. Third Ave., Cincinnati
2, Ohio
408-BEVERAGES, SOFT DRINK SYRUP
Conodo Dry Ginger Ale, Inc., 100 Pork Ave., New
York, N. Y.
Coco-Colo Co., The, P. 0. Drower 1734, Atlanto 1, Go.
Concession Supply Co., 3916 Secor Rd., Toledo 13, Ohio
Dr. Pepper Co., P. O. Box 5086, Dollos, Tex.
Dod's Root Beer Co., 2800 N. Tolmon, Chicago 18, 111.
Gold Medol Products Co., 318 E. Third St., Cincinnati
2, Ohio.
Hershey Chocolote Corp., 19 E. Chocolate Ave.,
Hershey, Po.
Hires Co., Charles E., 206 S. 24th St., Phila. 3, Po.
Hurty-Peck & Co., 1423 Noomi St., Indianapolis, Ind.
Lyon Industries, Inc., 373-4th Ave., New York, N. Y.
Mission Dry Corp., 5001 S. Soto St., Los Angeles, Colif.
Notionol Theatre Supply, 92 Gold St., New York, N. Y.
Nehi Corp., 1000-9th Ave., Columbus, Go.
Nestle Co., Inc., The, 2 Willioms St., White Plains, N.Y.
Oronge-Crush Co., 2201 W, Main St., Evonston, III.
Pepsi-Colo Co., 3 West 57th St., New York, N. Y.
Rio Syrup Co., 1804 S. Jefferson, St. Louis, Mo.
Tone Products Co., 3846 W. Lake St., Chicogo 24, 111.
409-BOOTHS, CONCESSION
Berlo Vending Co., 333 So. Brood St., Philo. 7, Po.
Concession Supply Co., 3916 Secor Rd., Toledo, Ohio.
Dill, Inc., Philip A., 1209 Castle, Dallas, Tex.
Gold Medol Products Co., 318 E. Third St., Cincinnoti
2, Ohio.
Monley, Inc., 1920 Wyandotte, K. C, Mo.
National Theatre Supply, 92 Gold St., New York, N. Y.
Poppers Supply Co., 114 W. 18th St., K. C, Mo.
Savon Co., The, 286 Pennsylvania Ave., Poterson 3,
N. J.
Supurdisploy, Inc., 2100 Wisconsin Tower BIdg., Milwaukee,
Wis.
Theatre Candy Co., Inc., 1920 E. Kenilworth Rd.,
Milwoukee 2, Wis.
410-BUTTER DISPENSER, POPCORN
Automatic Products Co., 250 W. 57th St., N. Y., N. Y.
Berlo Vending Co., 333 So. Brood St., Philo. 7, Po.
Blevins Popcorn Co., Inc., Popcorn Villoge, Noshville,
Tenrv
Concession Supply Co., 3916 Secor Rd., Toledo, Ohio.
Cretors Co., Popcorn Village, Nashville, Tenn.
Dore Popcorn Co., 5913 W. North Ave., Chicogo, 111.
Gold Medal Products Co., 318 E. Third, Cincinnati, O.
Helmco Mfg. Co., 1215 W. Fullerton, Chicogo, 111.
Krispy Kist Korn Machine Co., 120 S. Halsted,
Chicago 6, III.
Monley, Inc., 1920 Wyondotte, Konsas City, Mo.
Mellos Peanut Co. of III., Inc., 724 W. Randolph St.,
Chicago 6, III.
Notional Theotre Supply, 92 Gold St., New York, N. Y.
Savon Co., The, 286 Pennsylvania Ave., Poterson 3,
N. J.
Supurdisploy, Inc., 2100 Wiscoruin Tower BIdg., Milwaukee,
Wis.
411 -CANDY
Amend Co., Fred W., 1603 Orrington Ave., Evonston,
111.
Paul F. Belch Co., Bloomington, 111.
Berlo Vending Co., 333 So. Brood St., Philo. 7, Po.
Blumenthal Bros., Morgoret & James Sts., Philo., Po.
Broch & Sons, E. J., 4656 W. Kinzie, Chicogo, 111.
Brock Candy Co., Chottanoogo, Tenn.
Bunte Bros., 3301 West Franklin Blvd., Chicago 24, 111.
Charms Co., 601 Bongs Ave., Asbury Pork, N. J.
Chase Candy Co., 4230 Grovois Ave., St. Louis, A.4C.
Chunky Chocolote Co., 200 Delancy St., N. Y., N. Y.
Clark Co., D. L., 503 Mortindole, Pittsburgh 20, Po.
Confections, Inc., 160 N. Loomis, Chicago 7, HI.
Cracker Jock Co., 4800 W. 66th St., Chicogo, IIL
Curtiss Candy Co., 1101 Belmont Ave., Chicago, 111.
Fenn Bros., Inc., 120 E. 10th, Sioux Foils, S. D.
Ferraro Condy Co., 2200-10 W. Toylor, Chicogo, 111.
F&F Lobs., Inc., 3501 48th Place, Chicogo, III.
Goldenberg, D., Inc., "I" 8i Ontorio, Philadelphia, Po.
Henry Heide, Inc., 313 Hudson, New York 13, N. Y.
Hershey Chocolate Corp., 19 E. Chocolote Ave.,
Hershey Po.
Hoben Condy Corp., Ashley, III.
Hollywood Bronds, Inc., 836 S. Chestnut St., Centrolio.
111.
Johnson Candy Co., Walter H., 4500 W. Belmont
Ave., Chicogo 41, III.
King Cup Candies, Inc., Hershey, Po.
Leaf Brands, Inc., 1155 N. Cicero, Chicago 51, III.
Life Savers Corp., Port Chester, N. Y.
Luden's, Inc., 200 N. 8th, Reading, Po.
M&M Ltd., 200 N. 12th, Newark 7, N. J.
Marlon Confection Co., 1300 Stefko Blvd., Bethlehem,
Po.
Mors, Inc., 2019 N. Ook Pork Ave., Chicago 35, HI.
Mason, Au & Mogenheimer Confectionery Mfg. Co.,
P. O. Box 549, Mineolo, Long Island, N. Y.
Minter Bros., 5051 Lancaster Ave., Phila. 31, Po.
Notional Theatre Supply, 92 Gold St., New York, N. Y.
Nestle Co., 2 Williom St., White Ploins, N. Y.
New England Confectionery, 254 Massachusetts Ave.,
Cambridge 39, Moss.
Peter Paul, Inc., New Haven Rd., Naugotuck, Conn.
Quaker City Chocolate & Confectionery Co., Inc.,
2140 Germontown Ave., Philodelphio 22, Po.
Queen Condy Co., 1245 W. Fletcher, Chicago, III.
Reeses Condy, Hershey, Pa.
Rockwood Condy Co., 88 Washington Ave., Brooklyn,
N. Y.
Savon Co., The, 286 Pennsylvonio Ave., Poterson 3,
N. J.
Schutter Candy Co., 4730 W. Augusta Blvd., Chicogo
51, III.
Sweets Co., of Americo, Inc., 1515 Willow Ave., Hoboken,
N. J.
Switzer Licorice Co., 612 N. First St., St. Louis 2, Mo.
Theotre Condy Co., 400 Dinwiddle St., Pittsburgh, Po.
Jomes O. Welch Co., 810 Main, Cambridge 39, Moss.
Wilbur-Suchord Co^ Inc., 48 N. Brood, Lititz, Po.
Williamson Condy Co., 4701 West Armitoge, Chicogo,
III.
412-CANDY DISPLAY CASES
Berlo Vending Co., 333 So. Broad St., Philo. 7, Pa.
Columbus Show Cose Co., 850 W. 5th, Columbus
8, Ohio.
Confection Cobinet Corp., 60 Pork PL, Newark, N. J.
Cretors Co., Popcorn Bldg., Noshville, Tenn.
Monley, Inc., 1920 Wyondotte St., Kansos City 8, Mo.
Nationol Theatre Supply, 92 Gold St., New York, N. Y.
Smith Co., Roy, 365 Pork St., Jocksonville, Flo.
Supurdisploy, Inc., 1324 W. Wisconsin Ave., Milwaukee
3, Wis.
Theotre Condy Co., Inc., 400 Dinwiddle St., Pittsburgh
19, Pa.
413-CANDY FLOSS MACHINES
Berlo Vending Co., 333 So. Broad St., Philo. 7, Po.
Blevins Popcorn Co., Inc., Popcorn Village, Nashville,
Tenn.
Concession Supply Co., 3916 Secor, Toledo Ohio.
Detroit Popcorn Co., 5633 Grond River Ave., Detroit 8,
Mich.
Dore Popcorn Co., 5913 W. North Ave., Chicago 39,
IIL
Electric Condy Floss Machine Co., 726 Benton Ave.,
Nashville 4, Tenn.
Gold Medal Products, 318 E. 3rd, Cincinnati 2, Ohio.
Krispy Kist Korn Machine Co., 120 S. Halsted, Chicago
6, 111.
Notional Theatre Supply, 92 Gold St., New York 38,
N. Y.
Prunty Seed
2, Mo.
& Groin Co., 620 N. 2nd St., St. Louis
Theatre Condy Co., Inc., 400 Dinwiddle St., Pittsburgh
19, Po.
414-CARMEL CORN EQUIPMENT
Concession Supply Co., 3916 Secor Rd., Toled* 13,
Ohio.
Detroit Popcorn Co., 5633 Grand River, Detroit 8.
Gold Medol Products Co., 318 E. Third St., Cincinnati
2, Ohio.
Krispy Kist Corn Machine Co., 120 S. Halsted,
Chicago 6, 111.
Monley, Inc., 1920 Wyondotte St., Kansas City 8, Mo.
Nationol Theotre Supply, 92 Gold St., New York 38,
N. Y.
Poppers Supply Co., 114 W. 18th St., K. C, Mo.
Prunty Seed & Groin Co., 620 N. 2nd St., St. Louis, Mo.
Smith Co., Roy, 365 Pork St., Jacksonville, Flo.
Theatre Candy Co., Inc., 400 Dinwiddle St., Pittsburgh
19, Po.
415-CARRY-OUT TRAYS FOR DRIVE-INS
Berlo Vending Co., 333 So. Brood St., Philo. 7, Po.
Blevins Popcorn Co., Popcorn Village, Nashville.
Concession Supply Co., 3916 Secor Rd., Toledo, Ohio.
Detroit Popcorn Co., 5633 Grand River, Detroit
Dixie Cup Co., 24th & Dixie Ave., Boston, Pa.
8.
Gold Medol Products Co., 318 E. Third, Cincinnati, O.
Loroco Industries, Inc., 100 E. Benson St., Reading
15, Ohio.
Monley, Inc., 1920 Wyandotte, K. C, Mo.
Mellos Peanut Co. of 111., Inc., 724 W. Randolph St.,
Chicago, 111.
Notional Theatre Supply, 92 Gold St., New York 38,
N. Y.
Prunty Seed Co., 620 North 2nd St., St. Louis, Mo.
Savon Co., The, 286 Pennsylvonio Ave., Poterson 3,
N. J.
Serv-A-Cor Products Co., 1407 Morgan, Parsons, Kas.
Smith Co., Roy,
Supurdisploy, Inc.,
365 Pork St., Jacksonville, Flo.
1324 W. Wisconsin Ave., Milwaukee
3, Wis.
Theatre Condy Co., Inc., 400 Dinwiddle St., Pittsburgh
19, Po.
Tyson-Caffey Corp. 8 Briar Rood, Woyne, Po.
CARTS, VENDING-See 426
416-COFFEEMAKER & DISPENSER
Coon Mfg. Co., 2070 Helena St., Modison 4, Wis.
Cole Products Corp., 39 S. LoSolle St., Chicago 3, III.
General Electric Co., 570 Lexington Ave., N. Y., N. Y.
Monley, Inc., 1920 Wyondotte, K. C, Mo.
Mercury Vendors, Inc., 5209 Euclid Ave., Cleveland
3, Ohio.
National Theatre Supply, 92 Gold, New York 38, N. Y.
Smith Co., Roy, 365 Pork St., Jacksonville, Flo.
Steel Products Co., 40 8th St. S.W., Cedar Rapids, lo.
Superior Refrigerotor Mfg. Co., Inc., 822-4 Hodiomont
Ave., St. Louis 2, Mo.
417-CONCESSION CONTRACT SERVICE
ABC Vending Corp., 259 14th, New York City.
Berlo Vending Co., 333 So. Brood, Philodelphio, Po.
Monley, Inc., 1920 Wyandotte, K. C, Mo.
Notional Theatre Supply, 92 Gold St., New York 38,
N. Y.
Sportsservice, Inc., Hurst BIdg;, Buffolo, N. Y.
Supurdisploy, Inc., 1324 W. Wisconsin Ave., Milwaukee
3, Wis.
Theotre Candy Co., 400 Dinwiddle St., Pittsburgh, Po.
Wolky Koffee Corp., 401 Schweiter BIdg., Wichita, Kas.
418-CONCESSiON TRAILERS
Armour & Co., Fresh and Smoked Sousoge Dept.,
Chicago 1, 111.
Coco-Cola Co., troilers ovoiloble from local distributors
Conado Dry Ginger Ale, Inc., 100 Pork Ave., N. V.
'
Dr. Pepper Fountain Division, P. O. Box 5086, Dallas,
Tex.
Dod's Root Beer Co., 2800-3400 N. Tolmon Ave.,
Chicago, 111.
Flovo-Rite Foods Co., 643 Brook Ave., Bronx 55, N. Y.
Frozen Form Products Co., 1 735 Margaret Ave.,
Altoono, fa.
Charles E. Hires Co., 206 S. 24th St., Phiilodelphio, Po.
Pepsi-Colo Co., ovoiloble from locol distributors
Temple Frosted Foods, 101 W. 55th St., N. Y. 19, N.Y.
Silver Skillet Brands, P. O. Box 216, Stokie, 111.
Smithfield Hom & Products Co., Smithfield, Vo.
Supurdisploy, Inc., 1324 Wisconsin Ave., Milwaukee
3, Wis.
Swift & Co., Union Stock Yards. Chicago 9, Illinois.
Wander Co., Ovoltine division, Villo Pork, III.
86 WHEN WRITING MANUFACTURERS OR THEIR DISTRIBUTORS PLEASE MENTION

f
FREE Postcards ore provided at Page 82 to bring you full information, prices, etc., on ony Advertised Product
CONCESSIONS
419-CONCESSION FOODS
Arinour & Co., Union Stock Yards, Chicago 9, 111.
Costleberry's Food Co., Box 1010, Augusta, Go.
Flovo-Rite Foods, Inc., 643 Brool< Ave., Bronx 55, N. Y.
Frozen Form Products, 1735 Margaret Avenue, Altoona.
Pa.
Johnston Co., Robt. A., 4023 W. National, Milwaukee,
Wis.
Leof Brands, Inc., 1155 No. Cicero, Chicago 51, 111.
Monley, Inc., 1920 Wyandotte St., K. C. 8, Mo.
M&R Dietetic Laboratories, Inc., 625 Cleveland, Columbus
16, Ohio.
Notional Theatre Supply, 92 Gold St., New York, N. Y.
Pronto Pup Co., 2014 NE Sandy Blvd., Portland 12,
Ore.
Silver Skillet Brands, Inc., 7450 N. St. Louis Ave.,
Skokie, III.
Smith Co., Roy, 365 Park St., JocksonVille, Fla.
Swift 8. Co., Union Stock Yords, Chicago 9, III.
Temple's Frosted Foods, 454 Berry St., Brooklyn, N. Y.
420-COUGH DROPS
Armour & Co., Union Stock Yards, Chicago 9, III.
Berlo Vending Co., 333 So. Brood St., Phila. 7, Pa.
Bunte Bros. Chase Condy Co., 3301 W. Franklin Blvd.,
Chicago 24, III.
Cocilono, Inc., 360 Furnam St., Brooklyn 1, N. Y.
Coughlin Bros. Co., 150 Orleans, East Boston, Mass.
F&F Labs., Inc., 3501 W. 48th Place, Chicago, III.
Luden's, Inc., 200 N. Eighth, Reading, Pa.
National Licorice Co., 106 John St., Brooklyn 1, N. Y.
Pine Bros., Inc., 140 N. 8th, Philadelphio, Pa.
Smith Brothers, 134 N. Hamilton, Poughkeepsie, N. Y.
Theatre Candy Co., Inc., 400 Dinwiddle St., Pittsburgh
19, Pa.
Vick Chemical Co., 122 E 42nd, N. Y., N. Y.
421-CREAM, SOLUBLE FOR VENDING
MACHINES
M&R Dietetic Laboratories, Inc., 625 Cleveland, Columbus
16, Ohio.
Nestle Co., Inc., The, 2 William St., White Plains, N.Y.
422-CUP DISPENSERS
Dore Popcorn Co., 5913 W. North Ave., Chicogo 39,
III.
Gold Medal Products Co., 318 E. Third St., Cincinnati,
2, Ohio.
Manley, Inc., 1920 Wyandotte, Konsas City, Mo.
Mercury Vendors, Inc., 5209 Euclid Ave., Cleveland 3,
Ohio
Notional Theatre Supply, 92 Gold St., New York 38,
N. Y.
Sovon Co., The, 286 Pennsylvania Ave., Paterson 3,
N. J.
Smith Co., Roy, 365 Pork St., Jacksonville, Flo.
Steel Products Co., Box 1104, Cedar Rapids, lowo
Supurdisploy, Inc.,
waukee 3, Wis.
1324 W. Wisconsin Ave., Mil-
423-CUPS, PAPER
Berlo Vending Co., 333 So. Broad St., Philo. 7, Pa.
Blevins Popcorn Co., Inc., Popcorn Village, Nashville,
Tenn.
Chunk-E-Nut Products Co., 2908 Smollman St., Pittsburgh
1 , Pa.
Coco-Cola Co., The, P. O. Drawer 1734, Atlonta I, Go.
Concession Supply Co., 3916 Secor Rd., Toledo, Ohio.
Dad's Root Beer Co., 2800 N. Tolmon, Chicago 18, III.
Detroit Popcorn Co., 5633 Grand River Ave., Detroit 8,
Mich.
Dixie Cup Co., 24th and Dixie Ave., Easton, Po.
Dr. Pepper Co., P. O. Box 5086, Dollos 1, Tex.
Dore Popcorn Co., 5913 W. North Ave., Chicago 39,
III.
Gold Medal Products Co.. 318 E. Third, Cincinnati, O.
Hudson Pulp & Paper Corp., 477 Madison Ave., New
York 22, N. Y.
Krispy Kist Korn Moch. Co., 120 Hoisted, Chicago 6,
in.
Lily-Tulip Cup Corp., 122 E. 42nd St., New York, N. Y.
Manley, Inc., 1920 Wyandotte, Konsas City, Mo.
Mission Dry Corp., 5001 S. Soto St., Los Angeles, Cal.
Notional Theatre Supply, 92 Gold St., New York, N. Y.
Orange Crush Co., 2201 W. Main St., Evanston, III.
Paper Container Corp., 28 E. Jackson, Chicago, III.
Pepsi Cola Co., 3 W. 57tti, New York 19, N. Y.
Poppers Supply Co., 114 W. 1 8th St., K. C, Mo.
Savon Co., The, 286 Pennsylvania Ave., Paterson 3,
N. J.
Smith Co., Roy, 365 Park St., Jacksonville, Flo.
Supurdisploy, Inc., 1324 W. Wisconsin Ave., Milwaukee
3, Wis.
Theotre Condy Co., Incr, 400 Dinwiddie St., Pittsburgh
19, Po.
424-DEEP FRY EQUIPMENT (ELECTRIQ
Associated Products Inc., 20 S. Ontario St., Toledo
Dill, Philip A., Inc., 1209 Castle, Dallas, Texas
Hot Point Co., 275 S. Seeley Ave., Chicago, III.
Star Mfg. Co., Div. Hercules Steel Products Corp., St.
Louis 21, Mo.
Wells Mfg., 220 Ninth Street, San Francisco
424a-DEEP FRY EQUIPMENT (GAS)
Anetsberger Bros., Inc., 166 N. Anets Dr., Northbrook,
III.
Detroit-Michigan Stove Co., 6900 E. Jefferson, Detroit
Magic Chef, Inc., 1641 S. Kingshighwoy Blvd., St.
Louis 10, Mo.
J. C. Pittmon & Sons, 295 N. State St., Concord, N.H.
Star Mfg. Co., Div. Hercules Steel Products Corp., St.
Louis 21, Mo.
425-DOUGHNUT MACHINES
Anetsberger Bros., Inc., 166 N. Anets Dr., Northbrook,
III.
Frying Equipment & Supply Co., 1210 W. Van Buren,
Chicago, III.
Gem Doughnut Mochine Sales Co., Waterloo, Iowa
Krispy Kreme Doughnut Corp., Winston-Salem, N. C.
J. C. Pittmon & Sons, 295 N. State, Concord, N. H.
426-FOOD & DRINK EQUIPMENT, PORTABLE
Berlo Vending Co., 333 So. Brood St., Phila. 7, Pa.
Blevins Popcorn Co., Inc., Popcorn Village, Nashville,
Tenn.
The Chicago Hordware Foundry Co., 2500 Commonwealth
Ave., No. Chicago, III.
Concession Supply Co., 3916 Secor Rd., Toledo 13,
Ohio.
Dixie Cup Co., 24th & Dixie Ave., Easton, Pa.
Everfrost Soles, Inc., 14815 S. Broadway, Gardeno,
Calif.
Garvis Mfg. Co., 210 Court,
Gold Medal Products Co., 318
Des
E.
Moines 9, Iowa.
Third St., Cincinnoti
2, Ohio.
Inc., Chicago 14„ III.
Helmco, 1215 W. Fullerton,
Co., E., S. St., Phila. 3, Pa.
Manley, Inc., 1920 Wyandotte, K. C, Mo.
Mercury Vendors, Inc., 5209 Euclid Ave., Cleveland 3,
Hires Charles 206 24th
Ohio.
Multiplex Faucet Co., 1400 Ferguson, St. Louis 14, AAo.
Notional Theatre Supply, 92 Gold St., New York, N.Y.
Perlick Brass Co., 3110 W. Meinecke Ave., Milwuokee
45, Wis.
Poppers Supply Co., 114 W. 18th St., K. C, Mo.
Serv-A-Car Products Co., 1407 Morgan, Parsons, Kas.
S&R Soda Fountain Mfg. Co., 1314 Southern Blvd.,
Bronx 59, N. Y.
Sheeler & Sons, Inc., Daniel H., 190-42 112 Ave.,
St Albans 12, N. Y.
Superior Refrigerator Mfg. Co., 824 Hodiamont, St.
Louis 12, Mo.
Theatre Candy Co., Inc., 400 Dinwiddie St., Pittsburgh
19, Po.
Wolky Service Co., 401 Schweiter BIdg., Wichita, Kos.
427-FOOD SERVICE EQUIPMENT
American MP Supply Co., 1310 Bedford Ave., Brooklyn
16,N. Y.
Anderson & Wagner, Inc., 14815 S. Broadway, Gardeno,
Calif.
Blevins Popcorn Co., Popcorn Village, Nashville,
Tenn.
Costleberry's Food Co., P. O. Box 1010, Augusta, Go.
The Chicago Hardware Foundry Co., 2500 Commor>wealth
Ave., No. Chicago, III.
Cinesnox Corp., 988 Market St., Son Francisco, Calif.
Concession Supply Co., 3916 Secor Rd., Toledo, Ohio.
Connolly Co., Inc., J. J., 457 W. 40th St., N. Y. 18,
N. Y.
Detroit Popcorn Co., 5633 Grand River, Detroit, Mich.
Dill, Inc., Philip A., 1209 Castle, Dallas, Tex.
Everfrost Sales, Inc., 14815 S. Broadway, GarderM,
Calif.
Faige & Associates, Doc, 630 Ninth Ave., N. Y. 36,
N. Y.
Gorvis Mfg. Co., 210 Court Ave., Des Moines, lowo.
General Equipment Sales, Inc., 1350 Stadium Dr.,
Indianapolis 2, Ind.
General Mfg. Co., 1209 Castle St., Dallas, Tex.
Gold Medal Products Co., 318 E. 3rd, Cincinnoti, O.
Greer Enterprises, Inc., 281 N. Grant Ave., Columbus,
Ohio
Helmco Mfg. Co., 1215 W. Fullerton, Chicago, III.
Hollywood Servemoster Co., 114 W. 18th St., Kansas
City, Mo.
S. Seeley Ave., 12, III.
Hotpoint Co., 227 Chicago
Krispy-Kist Co., 120 S. Hoisted, Chicago,
Korn Machine
ML
Leitner Equipment Co., 2535 N. 25th Ave., Franklin
Park, III.
Lily-Tuhp Cup Corp., 122 E. 42nd St., N. Y. 17, N. Y.
Monley, Inc., 1920 Wyandotte, Konsas City, Mo.
McGraw Electric Co., Toostmoster Products Div., 1200
St. Charles Rd., Elgin, III.
Mills Industries, Inc., 4100 Fullerton Ave., Chicago.
Notionol Theotre Supply, 92 Gold St., New York, N. Y.
Perlick Brass Co., 3110 W. Meinecke Ave., Milwaukee
16, Wis.
Pronto Pup Co., 2014 NE Sandy Blvd., Portland 12,
Ore.
Savon Co., The, 286 Pennsylvania Ave., Paterson 3,
N. J.
Sheeler & Sons, Inc., Daniel H., 190-42 112 Ave., St.
Albans 12, N. Y.
Smith Co., Roy, 365 Park St., Jacksonville, Fla.
S&R Soda Fountain Mfg. Co., 1314 Southern Blvd.,
Bronx 59. N. Y.
Stor Mfg. Co., 6296 St. Louis Ave., St. Louis 20, Mo.
Steel Prod. Co., 40 8th St., S. W., Cedar Rapids, lowo.
Supurdisploy, Inc., 1324 W. Wisconsin Ave., Milwaukee
3, Wis.
Theatre Candy Co., Inc., 400 Dinwiddie St., Pittsburgh
19, Po.
Wolky Service Co., 401 Schweiter BIdg., Wichita, Kas.
428-FOUNTAINETTES & DISPENSERS
Anderson & Wagner, Inc., 14815 S. Broodwoy, Gordena,
Calif.
Apco, Inc., 1740 Broadway, N. Y. 19, N. Y.
Berlo Vending Co., 333 So. Brood St., Philo. 7, Po.
Canada Dry Ginger Ale, IrK., 100 Pork Ave., New
York 17, N. Y.
Carbonic Dispenser, Inc., Herbert Rd., Canfield, Ohio.
Champion Vender Co., 1329 Loke St., Niles, Mich.
Coco-Colo Co., P. O. Drawer 1734, Atlanta 1, Go.
Cole Products Corp., 560 W. Lake St., Chicago 3, III.
Dad's Root Beer Co., 2800 N. Tolmon, Chicago 18, IIL
Dariomatic, Inc., 1827 Pontius Ave., Los Angeles 25,
Colif.
Detroit Popcorn Co., 5633 Grond River Ave., Detroit
8, Mich.
Dixie Cup Co., 24th & Dixie Ave., Easton, Po.
Dr. Pepper Co., P. O. Box 5086, Dallas, Tex.
Drincolator Corp., 3700 Oakwood, Youngstown 9, Ohio.
Everfrost Sales Inc., 14815 S. Broadway, Gordena, Col.
General Mfg. Co., 1209 Castle St., Dallas, Tex.
Gold Medal Products Co., 318 E. Third St., Cincinnati
2, Ohio.
Heat Exchangers, Inc., 2003 W. Fulton, Chicago 12,
III.
Helmco Mfg. Co., 1215 W. Fullerton, Chicogo, III.
Hires Co., Charles E., 206 S. 24th St., Philo. 3, Po,
Jet Spray Corp., 12 Henley St., Boston 29, Mass.
Leitner Equipment Co., 2535 N. 25fh Ave., Franklin
Pork, 111.
Lyon Industries, Inc., 373-4th Ave., New York, N. Y.
Manley, Inc., 1920 Wyondotte, Konsas City, Mo.
Mercury Vendors, Inc., 5209 Euclid Ave., Cleveland 3,
Ohio
Mission Dry Corp., 5001 So. Soto St., Los Angeles, CoL
Multiplex Faucet Co., 1400 Ferguson Ave., St. Louis, Mo.
Notional Theatre Supply, 92 Gold St., New York, N. Y.
Nehi Compony, 10th and 9th Ave., Columbus, Go.
Ohio Dispensers, Inc., 459 So. Morket, Wooster, Ohio.
Orange-Crush Co., 2201 W. Main St., Evanston, III.
Pepsi-Colo Co., 3 W. 57th St., New York 19, N. Y.
Perlick Brass Co., 3110 W. Meinecke Ave., Milwaukee
16, Wis.
Rowe Mfg. Co., Inc., 31 East 17th St., N. Y. 3, N. Y.
Savon Co., The, 286 Pennsylvania Ave., Poterson, N. J.
Selmix Dispensers, Inc., 28-25 Borden Ave., L. I., N. Y.
Sheeler & Sons, Inc., Daniel H., 190-42 112 Ave., St.
Albans 12, N. Y.
SiR Soda Fountoin Mfg. Co., 1314 Southern Blvd.,
Bronx 59, N. Y.
Superior Refrigerator Mfg. Co., 822-24 Hodionriont
Ave., St. Louis 12, Mo.
Supurdisploy, Inc., 1324 W. Wisconsin Ave., Milwaukee
3, Wis.
Theatre Candy Co., Ir>c., 400 Dinwiddie St., Pittsburgh
19, Pa.
Theatre Specialties, IrK., 1615 Cordova St., Loi
Angeles 7, Calif.
Tone Products Co., 3846 W. Loke St., Chicago 24, 111.
Youngstown Welding & Engineering Co., 3700 Ookwood,
Youngstown 9, Ohio.
FRANKFURTER & HOT DOG EQUIPMENT-See
431
428a-FR0ZEN CHICKEN
Frozen Form Products, Inc., 1735 Margaret Ave.,
Altoono, Penn.
429-GUM, CHEWING
American Chewing Prod. Co., 138 Mt. Pleasant Ave.,
Newark, N. J.
American Chicle Co., Long Island City, N. Y.
Beech-Nut Packing Co., 10 E. 40th, New York, N. Y.
Clork Bros. Gum Co., Merchont St., Pittsburgh 12, Pa.
Curtiss Candy Co., Chicago, III.
Leaf Brands, Inc., 115 N. Cicero Ave., Chicago, III.
Peter Paul, Inc., Nougotuck, Conn.
Topp's Chewing Gum, 237 37th, Brooklyn, N Y.
Wrigley, J. William Co., 410 N. Michigan Ave..
Chicago 11, III.
430-HOT CHOCOLATE DISPENSERS
Detroit Popcorn Co., 5633 Grand River Ave., Detroit
8, Mich.
Helmco Lacy, 7446 W. Lawrence Ave., Chicago 31, III.
Hersbey Chocolate Corp., 19 E. Chocolote Ave.,
Hershey, Pa.
Johnston Co., Robert A., 4023 W. Notionol Ave.,
Milwaukee, Wis.
Manley, Inc., 1920 Wyandotte, Kansas City, Mo.
Notional Theatre Supply, 92 Gold St., New York 38,
N. Y.
Nestle Co., Inc., The, 2 William St., White Plains, N. Y.
Savon Co., The, 286 Pennsylvanio Ave., Paterson 3,
N. J.
Tone Products Co., 3846 W. Loke St., Chicogo 24, III.
431-HOT DOG MACHINES
Associoted Products Mfg. Co., 20 South Ontario,
Toledo 2, Ohio.
Concession Supply Co., 3918 Secor Rd., Toledo, Ohio.
J. J. Connolley, Inc., 457 West 40th St., New York 18.
Garvis Mfg. Co., 210 Court Ave., Des Moines, lowo.
Greer Enterprises, Inc., 281 North Grant Ave.,
Columbus, Ohio.
William Flowers Mfg. Co., 316 East Sixth St., Dallas, Tex.
Hollywood Servemoster Co., 114 West 18th St.,
Kansas City 8, Mo.
Manley, Inc., 1920 Wyandotte St., Kansas City, Mo.
National Theatre Supply, 92 Gold St., New York, N. Y.
Star Mfg. Co., 6300 St. Louis Ave., St. Louis, Mo.
432-ICE CREAM CABINETS
Anderson & Wagner, IrK., 14815 South Broadway,
Gordena, Calif.
Berlo Vending Co., 333 So. Brood St., Philo. 7, Pa.
"THE KEY TO BETTER BUYING" DIRECTORY OF THE MODERN THEATRE 87

1
CONCESSIONS Use the Index of Advertised Products at Page 82 to find ad-dato herein on popular items.
Everfrost Sales, Inc., 14815 S. Broodway, Gardena,
Calif.
Foige & Associates, Doc, 630 Ninth Ave., N. Y. 36,
N. Y.
Frigidaire Div., General Motors Sales Corp., 300
Taylor St., Dayton 1, Ohio.
General Electric Co., Appliance and Merchandise
Dept., Bridgeport 2, Conn.
General Equip. Soles, Inc., 814-24 S. West St., In-,
dianapolis 2, Ind.
Leitner Equipment Co., 2535 N. 25th Ave., Franklin
Pork, III.
Manley, Inc., 1920 Wyandotte, K. C, Mo.
Nosh-Kelvinotor Corp., Detroit 32, Mich.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Rowe Mfg. Co., 31 E. 17th St., N. Y. 3, N. Y.
Sherer Gillett Co., 604 S. Kalamazoo Ave., Marshall,
Mich.
S&R Soda Fountain Mfg. Co., 1314 Southern Blvd.,
Bronx 59, N. Y.
Supurdisploy, Inc., 1324 W. Wisconsin Ave., Milwaukee
3, Wis.
Sweden Freezer Mfg. Co., 3401
17th Ave., W., Seattle
99, Wosh.
Youngstown Welding & Engineering Co., 3700 Oakwood
Ave., Youngstown 9, Ohio.
433-ia CREAM FREEZERS-SOFT
Berlo Vending Co., 333 So. Brood St., Philo. 7, Pa.
Concession Supply Co., 3916 Secor Rd., Toledo, Ohio.
Freez-King Corp., 2518 W. Montrose Ave., Chicago, III.
18, III.
General Equipment Soles Co., 1350 Stadium Dr., Indianapolis,
Ind.
Manley, Inc., 1920 Wyandotte, Kansas City, Mo.
Merritt & Associates, R. K., 1100 West 8th St.,
Azusa, Calif.
Mills Industries, 4235 W. North Ave., Chicago 39, III.
Nationol Theatre Supply, 92 Gold St., New York, N. Y.
Sweden Freezer Mfg. Co., 3401 17th Ave. W., Seattle,
Wash.
Swirly Mfg. Co., 2518 W. Montrose, Chicogo 18, III.
Tekni-Craft, Rockton, III.
434-ICE CREAM MERCHANDISERS
Berlo Vending Co., 333 So. Brood St., Philo. 7, Pa.
Frigidoire Div., Generol Motors Corp., 300 Toylor
St., Doyton 1, Ohio.
Monley, Inc., 1920 Wyandotte, Kansas City, Mo.
Mills Industries, Inc., 4100 Fullerton Ave., Chicago, III.
Rowe Mfg. Co., 31 E. 17th St., N. Y. 3, N. Y.
SiR Soda Fountoin Mfg. Co., 550 Trinity Ave.,
New York 55,
Supurdisploy, Inc.,
N. Y.
1324 Ave., Milwaukee
W. Wisconsin
3, Wis.
Youngstown Welding & Engineering
wood Ave., Youngstown 9, Ohio.
Co., 3700 Ook-
ICE CREAM VENDERS-See 2123
435-ICE MAKING MACHINES
American Gas Machine Co., Div. of Queen Stove
Works, Inc., 505 Front, Albert Lea, Minn.
Carrier Corp., 300 So. Geddes St., Syracuse 1, N. Y.
Cold Corp. of America, 1371-89 N. Branch, Chicago
22, III.
Concession Supply Co., 3916 Secor Rd., Toledo 13,
Ohio
Notionol Theatre Supply, 92 Gold St., New York, N. Y.
Sovon Co., The, 286 Pennsylvonio Ave., Poterson 3,
N. J.
Yates-Americon Machine Co., 729 Fourth St., Beloit,
Wis.
436-ICE SHAVERS
American Gas Mochine Co., Div. of Queen Stove
Works, Inc., 505 Front St., Albert Leo, Minn.
Blevins Popcorn Co., Inc., Popcorn Village, Nashville,
Tenn.
Carrier Corp., 300 South Geddes St., Syracuse 1, N. Y.
Concession Supply Co., 3916 Secor Rd., Toledo, Ohio.
Detroit Popcorn Co., 5633 Grand River Ave., Detroit
8, Mich.
Dore Popcorn Co., 5913 W. North Ave., Chicago 39,
III.
Echols, Inc., S. T., Bismorck, Mo.
Gold Medal Products Co., 318 E. 3rd St., Cincinnati, O.
Krispy Kist Korn Machine Co., 120 S. Hoisted St.,
Chicago 6, III.
Manley, Ine, 1920 Wyondotte, Kansas City, Mo.
Nationol Theotre Supply, 92 Gold St., New York, N. Y.
Oronge Crush Co., 2201 W. Main St., Evonston, 111.
Prunty Seed & Groin Co., 620 N. 2nd St., St. Louis, Mo.
Savon Co., The, 286 Pennsylvonio Ave., Poterson 3,
N. J.
Smith Co., Roy, 365 Pork St., Jacksonville, Flo.
Srw-Moster Mfg. Co., 124 Hopkins PI., Baltimore, Md
Yofei-American Machine Co., 729 Fourth St., Beloit,
Wis.
437-MALT MACHINES
Homilton Beach Corp., Rocine, Wis.
Mills Industries, 4235 W. North Ave., Chicogo, III.
Sweden Freezer Mfg. Co., 3407-17 Ave., W., Seottle
99, Wash.
438-NUTS
Berlo Vending Co., 333 So. Brood St., Philo. 7, Pa.
Chunk-E-Nuf Products Co., 2908 Smollmon St., Pittsburgh
1, Po.
Koyline Candy Co., 1220 S. Michigan, Chicago, III.
Notionol Theotre Supply, 92 Gold St., Now York, N. Y.
Planters Nut and Chocolate Co., Wilket-Borre, P«
439-PEANUT ROASTERS
Blevins Popcorn Co., Popcorn Village, Noshville, Tenn
Gold Medal Products Co., 318 E. 3rd St., Cincinnati
2, Ohio.
Krispy Kist Corn Mochine Co., 120 S. Hoisted St.,
Chicago 6, III.
Nationol Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Prunty Seed Co., 620 N. 2nd St., St. Louis, Mo.
Stor Mfg. Co., 6296 St. Louis Ave., St. Louis, Mo.
Theatre Candy Co., Inc., 400 Dinwiddle St., Pittsburgh
19, Pa.
440-PEANUTS, PACKAGED
Chunk-E-Nut Products Co., 2908 Smallman St., Pittsburgh
1, Po.
Notional Theatre Supply, 92 Gold St., New York, N. Y.
441 -PIZZA OVENS and SUPPLIES
American MP Supply Co., 1310 Bedford Ave., Brooklyn
16, N. Y
Savon Co., The, 286 Pennsylvania Ave., Poterson 3,
N. J.
Sheeler & Sons, Inc., Daniel H., 190-42 112 Ave., St.
Albans 12, N Y.
442-POPCORN
American Popcorn Co., P. O. Box 178, Sioux City
2, lowo
Associated Popcorn Distributors, Inc., 308 S. Norwood,
Dallas, Tex.
Berlo Vending Co., 333 So. Brood St., Philo. 7, Po.
Blevins Popcorn Co., Popcorn Village, Nashville, Tenn.
Breschell Products Co., 705 Olive St., St. Louis, Mo.
Chunk-E-Nut Prod., 2908 Smollmon, Pittsburgh, Po.
Concession Supply Co., 3916 Secor Rd., Toledo, Ohio.
Cretors Corp., Popcorn BIdg., Noshville, Tenn.
Detroit Popcorn Co., 5633 Grand River Ave., Detroit
8, Mich.
Dickinson Co., Albert, The, P. O. Box 788, Chicogo
90, III.
Dore Popcorn Co., 5913 W. North Ave., Chicago 39,
III.
Farmer Boy Corn & Equip. Co., Inc., 352 W. 44th
St., New York 36, N. Y.
Golden Popcorn Co., Winchester, Ind.
Gold Medal Products Co., 318 E. 3rd, Cincinnati, Ohio.
Hollywood Servemoster Co., 14 W. 18th, Kansas
City, Mo.
Krispy Kist Mochine Co., 120 S. Hoisted St., Chicago, III.
L&L Popcorn Co., 120 W. 18th, Kansas City, Mo.
Manley, Inc., 1920 Wyandotte, Kansas City, Mo.
John B. Mortenson & Co., 241 E. Illinois, Chicago, III.
Notional Theotre Supply, 92 Gold St., N. Y. 38, N. Y.
Prunty Seed & Groin Co., 620 N. 2nd, St. Louis, Mo.
Savon Co., The, 286 Pennsylvania Ave., Poterson 3,
N. J.
Service Confections, Ltd., 243 Lilac St., Winnipeg,
Manitoba, Conodo.
Smith Co., Roy, 365 Pork St., Jacksonville, Fla.
Tarkio Popcorn Co., Inc., 3706 Broodwoy, Kansas
City, Mo.
Theatre Candy Co., 400 Dinwiddle, Pittsburgh, Po.
T-N-T Food Products, Inc., 804 Mass. St., Lawrence,
Kos.
443-POPCORN DISPLAY MERCHANDISERS
Berlo Vending Co., 333 So. Brood St., Philo. 7, Pa.
Breschell Products Co., 705 Olive St., St. Louis, Mo.
Cinesnox Corp., 988 Market St., Son Francisco, Calif.
Concession Supply Co., 3916 Secor Rd., Toledo, Ohio.
Detroit Popcorn Co., 5633 Grand River, Detroit 8,
Mich.
Dixie Cup Co., 24th & Dixie Ave., Easton, Po.
Dore Popcorn Co., 5913 W. North Ave., Chicogo 39,
III.
Faiae & Associates, Doc, 630 Ninth Ave., N. Y. 36,
N. Y. -
Gold Medal Products Co., 318 E. Third, Cincinnati, O.
Hollywood Servemoster, 1 1 4 W. 1 8th, K. C. 8, Mo.
Interstate Popcorn Co., 324 W. 44th, New York, N. Y.
Krispy Kist Corn Machine Co., 120 S. Hoisted St.,
Chicago 6, III.
Monley, Inc., 1920 Wyandotte, Konsos City 8, Mo.
Pronto Popcorn Soles, 702 Beocon, Boston 15, Moss.
Prunty Seed & Groin Co., 620 N. 2nd St., St. Louis 2,
Mo.
Smith Co., Roy, 365 Pork St., Jacksonville, Flo.
Stor Mfg. Co., 6300 St. Louis Ave., St. Louis 20, Mo.
Sunurdisoloy, Inc., 1324 W. Wisconsin Ave., Milwaukee,
Wis.
444-POPCORN MACHINES-(AI$o See 2115)
Berlo Vending Co., 333 So. Brood St., Philo. 7, Po.
Blevins Popcorn Co., Inc., Popcorn Village, Nashville,
Tenn.
Concession Supply Co., 3916 Secor Rd., Toledo 13,
Ohio.
Cretors Corp., Popcorn BIdg., Nashville, Tenn.
Detroit Popcorn Co., 5633 Grand River, Detroit 8,
Mich.
Dore Popcorn Co., 5913 W. North Ave., Chicago 39,
III.
Foige & Associates, Doc, 630 Ninth Ave., N. Y. 36,
N. Y.
Generol Mfg. Co., 1209 Castle St., Dollos, Tex.
G.H.R. Enterprises, Inc., 12017H Vose St., No. Hollywood,
Colif.
Hollywood Servemoster Co., 1 14 W. 1 8th St., K. C. Mo.
Krispy Kist Korn Machine Co., 120 S. Hoisted St.,
Chicago 6, III.
Manley, Inc., 1920 Wyandotte, Kansas City 8, Mo.
Poppers Supply Co., 114 W. 18th St., Konsos City, Mo.
Prunty Seed & Grain Co., 620 N. 2nd St., St. Louis, Mo.
Sovon Co., The, 286 Pennsylvonio Ave., Paterson 3,
N. J.
Smith Co., Roy, 365 Pork St., Jacksonville, Flo.
Star Mfg. Co., 6296 St. Louis Ave., St. Louis 20, Mo.
Supurdisploy, Inc., 1324 W. Wisconsin Ave., Milwaukee
3, Wis.
Theatre Candy Co., Inc., 400 Dinwiddle, Pittsburgh, Pa.
445-POPCORN SACKS AND BOXES
American Popcorn Co., P. O. Box 1 78, Sioux City
2, lowo
Associated Popcorn Distributors, Inc., 308 So. Horwood,
Dollos, Tex.
Berlo Vending Co., 333 So. Brood St., Phila. 7, Po.
Blevins Popcorn Co., Popcorn Villoge, Nashville, Tenn.
Concession Supply Co., 3916 Secor Rd., Toledo, Ohio.
Cretors Corp., Popcorn BIdg., Nashville, Tenn.
Detroit Popcorn Co., 5633 Grand River, Detroit 8,
Mich.
Dixie Cup Co., 24th & Dixie Ave., Eoston, Po.
Dore Popcorn Co., 5913 W. North Ave., Chicogo 39,
III.
Gold Medal Products Co., 318 E. Third, Cincinnoti, 0.
Hollywood Servemoster Co., 114 W. 18th, K. C, Mo.
Interstate Popcorn Co., 324 W. 44th, New York, N. Y.
Krispy Kist Korn Machine Co., 120 S. Hoisted St.,
Chicago 6, III.
Lily-Tulip Cup Corp., 122 E. 42nd St., N. Y. 17, N. Y.
Monley, Inc., 1920 Wyondotte, K. C. 8, Mo.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Prunty Seed Co., 620 N. 2nd St., St. Louis, Mo.
Rex Paper Products Co., 95-109 Onderdonk, Brooklyn
37, N. Y.
Sovon Co., The, 286 Pennsylvania Ave., Paterson 3,
N. J.
Service Confections, Ltd., 243 Lilac St., Winnipeg,
Manitoba, Conada.
Supurdisploy, Inc., 1324 W. Wisconsin Ave., Milwoukee.
Wis.
Theotre Candy Co., Inc., 400 Dinwiddle St., Pittsburgh,
Po.
446-POPCORN SCOOPS
Berlo Vending Co., 333 So. Brood St., Philo. 7, Po.
Blevins Popcorn Co., Inc., Popcorn Village, Nashville,
Tenn.
Chunk-E-Nut Products Co., 2908 Smollmon St., Pittsburgh
1, Po.
Concession Supply Co., 3916 Secor Rd., Toledo, Ohio.
Cretors Corp., Popcorn BIdg., Nashville, Tenn.
Detroit Popcorn Co., 5633 Grond River, Detroit 8, Mich.
Dore Popcorn Co., 5913 W. North Ave., Chicogo 39,
III.
Gold Medol .Products Co., 318 E. Third St., Cincinnati
2, Ohio.
Hollywood Servemoster Co., 14 W. 18th, K. C. 8, Mo.
Krispy Kist Korn Machine Co., 120 S. Hoisted St.,
Chicago 6, III.
Monley, Inc., 1920 Wyandotte, K. C. 8, Mo.
Notional Theatre Supply, 92 Gold St., New York, N. Y.
Prunty Seed Co., 620 N. 2nd St., St. Louis, Mo.
Savon Co., The, 286 Pennsylvania Ave., Paterson 3,
N. J.
Speed Scoop, 109 Thornton Ave., San Francisco, Calif.
Supurdisploy, Inc., 1324 W. Wisconsin Ave., Milwaukee
3, Wis.
Theatre Candy Co., Inc., 400 Dinwiddle, Pittsburgh
19, Po.
447-POPCORN SEASONING
American Popcorn Co., P. 0. Box 178, Sioux City
2, lowo
Berlo Vending Co., 333 So. Brood St., Philo. /, Po.
Best Foods, Inc., 1 E. 43rd St., New York 17, N. Y.
Blevins Popcorn Co., Popcorn Village, Nashville, Tenn.
Corgill, Inc., 200 Groin Exchange, Minneopolis 15,
Minn.
Chunk-E-Nut Prod. Co., 2908 Somllmon, Pittsburgh, Po.
Concession Supply Co., 3916 Secor Rd., Toledo, Ohio.
Cretors Corp., Popcorn BIdg., Nashville, Tenn.
Detroit Popcorn Co., 5633 Grond River, Detroit 8, Mich.
Dore Popcorn Co., 5913 W. North Ave., Chicago 39,
III.
Drew 8. Co., Inc., E. F., 15 E. 26th St., New York, N. Y.
Durkee Fomous Foods, Div. of The Glidden Co., 1396
Union Commerce BIdg., Cleveland 14, Ohio.
Gold Medol Products Co., 318 E. 3rd St., Cincinnati
2, Ohio.
Hollywood Servemoster Co., 14 W. 18th, K. C. 2, Mo.
Interstate Popcorn Co., 324 W. 44th, New York, N. Y.
Krispy Kist Korn Machine Co., 120 S. Hoisted, Chicago
6, III.
Monley, Inc., 1920 Wyandotte, K. C. 8, Mo.
Notionol Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Planters Nut & Chocolote Co., Wilkes-Borre, Po.
Prunty Seed Co., 620 N. 2nd St., St. Louis, Mo.
Sovorol Co., Popcorn Village, Nashville, Tenn.
Sovon Co., The, 286 Pennsylvonio Ave., Paterson 3,
N. J.
Simonin's Sons, Inc., C. F., Tiogo & Belgrade 5t«.,
Philodelphio, Po.
Smith, Co., Roy, 365 Pork St., Jocksonville, Flo.
Theotre Candy Co., Inc., 400 Dinwiddle, Pittsburgh, Po.
Wesson & Snowdrift Soles, 1701 Canal, New Orleans,
Lo.
POPCORN VENDERS-See 2131
448-POPCORN WARMERS, DISPENSERS
Berlo Vending Co., 333 So. Brood St., Philo. 7, Po.
Concession Supply Co., 3916 Secor Rd., Toledo, Ohio.
Cretors Corp., Popcorn BIdg., Noshville, Tenn.
Detroit Popcorn Co., 5633 Grand River, Detroit 8, Mich.
88 WHEN WRITING MANUFACTURERS OR THEIR DISTRIBUTORS PLEASE MENTION

FREE Postcards are provided at Page 82 to bring you full information, prices, etc., on any Advertised Product
DECORATING
Faige & Associates, Doc, 630 Ninth Ave., N. Y. 36,
N. Y.
General Mfg. Co., 1209 Castle St., Dollos, Tex.
Gold Medal Products Co., 318 E. Third St., CincinnotI
2, Ohio.
Interstate Popcorn Co., 324 W. 44th, New York, N. Y.
Krispy Kist Korn Mochine Co., 120 S. Hoisted, Chicago,
111.
Manley, Inc., 1920 Wyandotte, K. C. Mo.
Notionol Theatre Supply, 92 Gold St., New York, N. Y.
Prunty Seed & Grain Co., 602 No. 2nd St., St. Louis
2, Mo.
Sovon Co., The, 286 Pennsylvania Ave., Peterson 3,
N. J.
Smith Co., Roy, 365 Park St., Jacksonville, Flo.
Star Mfg. Co., 6300 St. Louis Ave., St. Louis 20, Mo.
Supurdisplay, Inc., 1324 W. Wisconsin Ave., Milwaukee
3, Wis.
Theatre Candy Co., Inc., 400 Dinwiddle, Pittsburgh, Pa.
Thermolotor Corp., 1628 Victory Blvd., Glendale, Calif.
Wolky Service Co., 401 Schweiter BIdg., Wichita, Kas.
PORTABLE FOOD & DRINK EQUIP.-See 426
SANDWICH EQUIPMENT-See 427
SNO-BALL, SNO-CONE MACHINES-See 436
SODA FOUNTAiNS-See 426
DECORATING
501-ARCHITECTURAL
GLASS
Libbey-Owens-Ford Gloss Co., Nicholos Bldg., Toledo,
Ohio.
Pittsburgh Plate Gloss Co., One Gateway Center, Pittsburgh,
Pa.
502-BLACK LIGHT
FIXTURES
Black Light Products, 67 E. Lake St., Chicogo 1, 111.
Nationol Theatre Supply, 92 Gold St., New York, N. Y.
Stroblite Co., 35 W. 52nd St., N. Y. 19, N. Y.
Switzer Bros., Inc., 4732 St. Clair Ave., Cleveland, Ohio
Wagner Sign Service, Inc., 218 S. Hoyne Ave., Chicago
12, III.
503-BLACK LIGHT MURALS
Knoxville Scenic Studios, Box 1029, Knoxville, Tenn.
Hubert Mitchell Industries, Inc., P. O. Box 49, Hortselle,
Ala.
National Theatre Supply, 92 Gold St., New York, N. Y.
Novelty Scenic Studios, Inc., 432 E. 91 $t St., New York
28, N. Y.
Switzer Bros., 4732 St. Clair, Cleveland 3, Ohio.
Honns R. Teichert Co., 1311 N. Wells, Chicago, 111.
Tiffin Scenic Studios, Inc., Box 915, Tiffin, Ohio.
504-DECORATIVE SERVICE
Knoxville Scenic Studras, P. 0. Box 1029, Knoxville,
Tenn.
Metropolitan Studios, 1611 Davenport, Omaho 2, Neb.
Hubert Mitchell Industries, Inc., P. O. Box 49, Hart-
National Studios, 145 W. 45th, New York 19, N. Y.
National Theatre Supply, 92 Gold St., New York 38,
N. Y.
Novelty Scenic Studios, Inc., 432 E. 91 st St. New
York, N. Y.
Honns T. Teichert Co., 1311 N. Wells, ChTcago, 111.
Sheerer Co., B. F., 2318 Second Ave., Seattle 1, Wash.
Spofz Point Industries, Inc., 5237 Manchester, St.
Louis, Mo.
DRAPERIES, FABRICS-See 805
505-FLEXIBLE GLASS
Miroflex Prod. Co., Inc., 878 Broadway, N. Y.. N. Y.
Notional Products, Inc., 900 Baxter, Louisville 2, Ky.
U. S. Plywood Corp., 103 Pork Ave., N. Y. C.
506-FLUORESCENT PAINTS & SUPPLIES
Notional Theatre Supply, 92 Gold St., New York, N. Y.
Pittsburgh Plate Gloss, 632 Duquesne Way, Pittsburgh
22, Pa.
Stroblite Co., 75 W. 45th St., N. Y., 36, N. Y.
Switzer Bros., Inc., 4732 St. Clair Ave., Cleveland 3,
Ohio
Ultro-Violet Products, Inc., 5114 Walnut Grove Ave.,
Son Gabriel, Calif.
507-PAINT PRODUCTS
Brulin i Co., Inc., 2939-45 Columbia Ave., Indiariapolis
7, Ind.
Certain-Teed Products Corp., 120 E. Lancaster Ave.,
Ardmore, Pa.
Dowo Corp., 145 N. Erie St., Toledo 2, Ohio
Devoe & Reynolds Co., 787 First Ave., N. Y., N. Y.
E. I. DuPont de Nemours & Co., Wilmington, Del.
The Glidden Co., IIOOI Madison Ave., Cleveland, 0.
National Lead Co., 1 1 1 Broadway, New York, N. Y.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Pittsburgh Plate Gloss Co., One Gateway Center,
Pittsburgh, Po.
Roytone Screen Corp., 165 Clermont Ave., Brooklyn
5, N. Y.
Sherwin-Williams Co., 101 Prospect Ave., N. W., Cleveland
1, Ohio.
Spotz Point Industries, Inc., 5237 Manchester, St.
Louis 3, Mo.
Surface Coating Engineers, 2417 N. Burdick, Kalamazoo,
Mich.
Theatre Seat Service Co., 160 Hermitage Ave., Noshville
10, Tenn.
Tropical Point Co., 1246 W. 70th., Cleveland 2, Ohio
Vocolite Screen Corp., 150 Hudson Ave, Roosevelt,
N. Y.
Vora Co., 147 Meadow Rd., Rutherford, N. J.
508-PHOTO MURALS
Foto Murals of Colifornia, 8921 W. Pico Blvd., Los
Angeles 35, Colif.
Kaufman & Fabry Co., 425 S. Wabash, Chicago, III.
Rapid Copy Service, Inc., 123 N. Wocker Dr., Chicago
6, III.
RCS Studios, 123 N. Wocker Dr., Chicago 6, III.
509-WALL COVERINGS (FABRIC, PLASTIC
or LINOLEUM)-See also 1509
Armstrong Cork Co., Lancaster, Pa.
Asam Wallpapers, Inc., 2446 Germantown Ave., Phila.,
Po.
Blank & Co., Inc., Frederick, 230 Pork Ave., New York
17, N. Y.
Bolto Products, Inc., Div. of the General Tire 8. Rubber
Co., 70 Garden St., Lowrence, Moss.
Celanese Corp., of America, New York 16, N. Y.
Chicopee Mfg. Co., of Go., Lumite Div., 40 Worth
St., New York, N. Y.
Congoleum-Noirn, Inc., 195 Belgrove, Kearney, N. J.
E. I. DuPont de Nemours & Co., Inc., Fabrics Div.,
Empire State Bldg., New York 1, N. Y.
Firestone Tire i Rut>ber Co., Akron, Ohio.
The Formica Co., 4614 Spring Grove Ave., Cincinnati,
Ohio.
Goodall Fabrics, Inc., 525 Madison Ave., N. Y., N. Y.
Imperial Paper & Color Corp., Box 231 Glens Falls,
N. Y.
Interchemicol Corp., Standard Coated Products Div.,
67 W. 44th St., New York 18, N. Y.
Monko Fabrics Co., Inc., 156 W. 28th St., New York
1, N. Y.
Masland Duraleather Co., Amber & Willard Sts.,
Philadelphia 34, Po.
Hubert Mitchell Industries, Hortselle, Ala.
Notional Theotre Supply, 92 Gold St., New York, N. Y.
NevoBurn Prod. Co., 17 W. 60th, N. Y. 23, N. Y.
New York Flomeproofing Co., 115 Christopher St.,
New York 19, N. Y.
Norpot, Inc., 1 13 W. 42nd St., New York 36, N. Y.
Novelty Scenic Studios, 432 E. 91st St., New York
28, N. Y.
Ponfosote Corp., of N. J., 444 Madison Ave., New
York 22, N. Y.
Sheerer Co., B. F., 2318 Second Ave., Seattle 1,
Wash.
Smith, Alexander, Inc., Sow Mill River Road, Yonkart
1, N. Y.
Textileother Corp., 607 Modison Ave., Toledo, Ohio.
Theatre Seat Service Co., 160 Hermitage Ave., Nashville
10, Tenn.
Thortel Fireproof Fabric, 101 Pork Ave., N. Y. C.
Triple S Supply Corp., 206 First St., Sen Froncisco, Col.
U. S. Rubber Co., 1230 Ave. of the Americoj, New
York 20, N. Y.
United Wallpaper, Inc., Montgomery, III.
510-WALLPAPER
Imperial Paper & Color Corp., Box 231, Glens Foils,
N. Y.
United Wallpaper, Inc., Montgomery, III.
York Wall Paper Co., York, Po.
6 FLOORS and CARPETS
601 -ASPHALT, PLASTIC & RUBBER TILE
American Mot Corp., 2018 Adams St., Toledo 2, Ohio.
American MP Supply Co., 1310 Bedford Ave., Brooklyn
16, N. Y.
Armstrong Cork Co., Liberty St., Lancaster, Po.
Brabrook, Inc., A. N., 18 E. 49th St., New York, N. Y.
Congoleum-Nairn, Inc., 195 Belgrove Dr., Keorney,
N. J.
Fremont Rubber Co., Fremont, Ohio.
General Tire & Rubber Co., Bolte Products Div., 70
Gorden St., Lawrence, Moss.
Goodyear Tire & Rubber Co., 1144 E. Market St.,
Akron 16, Ohio.
Hewitt-Robins, Inc., 666 Glenbrook Rd., Stamford,
Conn.
Johns-Manville Corp., New York 30, N. Y.
U. S. Rubt>er Co., 1230 6th Ave., New York, N. Y.
602-CARPETS
Artloom Carpet Co., Allegheny & Howerdst, Philo., Pa.
Bellontyne Co., The, 1712 Jackson, Omaha 2, Neb.
Bigelow-Sontord Carpet Co., 140 Madison Ave., New
York 16, N. Y.
Blumenthol & Co., Sidney, One Pork Ave., N. Y., N. Y.
Firth Carpet Co., The, 295 Fifth Ave., New York 16,
N. Y.
Goodall Fabrics, Inc., 525 Madison, N. Y. 22, N. Y.
Hordwick & Magee Co., 295 5th Ave., N. Y. 16, N. Y.
Archibald Holmes Carpet Co., Erie Ave. end K Street,
Philedelphie, Penn.
A. & M. Keregheusion, Inc., 295 Fifth Ave., New
York 16, N. Y.
Koroston Rug Mills, 86 Worth St., New York, N. Y.
Thomas L. Leedom Co., Beaver St., Bristol, Po.
Jemes Lees & Sons Co., Bridgeport, Pa.
Magee Carpet Co., 295 5th Ave., New York 16, N. Y.
C. H. Moslond & Sons, Carlisle, Pa.
Mohawk Carpet Mills, Lyon St., Amsterdam, N. Y.
Notional Theatre Supply, 92 Gold St., N .Y. 38, N. Y.
Norpot, Inc., 113 W. 42nd St., N. Y. 36. N. Y.
RCA Theatre Equipment Soles, Front and Cooper,
15-1, Camden, N. J.
Smith, Alexander, Inc., 295 Fifth Ave., N. Y. 17, N. Y.
603-CARPET CUSHIONS
Ace Lite Step Co., 1708 So. State St., Chicago 16, III.
American Mot Corp., 2018 Adams St., Toledo, Ohio.
American MP Supply Co., 1310 Bedford Ave., Brooklyn
16, N. Y.
Bigelow-Sanford Carpet Co., 140 Madison Ave., New
York 16, N. Y.
Fremont Rubber Co., Fremont, Ohio.
Goodyear Tire & Rubber Co., 1144 E. Market St.,
Akron 16, Ohio.
Hewitt-Robins, Inc., 666 Glenbrook Rd., Stamford,
Conn.
Mohowk Carpet Mills, Lyon St., Amsterdam, N. Y.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
RCA Theatre Equipment, Front 8. Cooper, 15-1, Camden,
N. J.
Smith, Alexander, Inc., 295 Fifth Ave., N. Y., N. Y.
Sponge Rubber Products Co., 416 Derby Place, Shelton,
Conn.
U. S. Rubber Co., 1230 6th Ave., New York 20, N. Y.
CARPET SWEEPERS & VACUUMS-
See 1605 and 1632
604-CORK TILE
Armstrong Cork Co., Liberty St., Lancaster, Pa.
Congoleum-Noirn, Inc., 195 Belgrove Dr., Kearny, N. J.
Kentile, Inc., Second Ave., Brooklyn 15, N. Y.
605-FLOOR MATERIALS-REPAIR
Brabrook, Inc., A. N., 18 E. 49th St., New York 17,
N. Y.
Continentol Cor-Na-Vor Corp., Brazil, Ind.
Flexrock Co., Filbert & Cuthbert, Philadelphia, Pa.
Huntington Labs., Inc., Huntington, Ind.
Johns-Menville Corp., 22 E. 40th St., N. Y., N. Y.
Spotz Point Industries, 5237 Manchester, St. Louis
3, Mo.
Stonherd Co., 1306 Gerden St., Philadelphia 23, Pa.
606-LINOLEUM
American MP Supply Co., 1310 Bedford Ave., Brooklyn
16, N. Y.
Armstrong Cork Co., Liberty St., Lencester, Pa.
Congoleum-Noirn, 195 Belgrove Dr., Keorney, N. J.
Alexander Smith, Inc., Sow Mill River Rd., Yonkers
1, N. Y.
607-MATS AND MATTING
Americon Mot Corp., 2018 Adams St., Toledo 2, Ohio.
Brabrook, Inc., A. N., 18 E. 49th St., New York, N. Y.
Fremont Rubber Co., Fremont, Ohio.
B. F. Goodrich Co., 500 S. Moin St., Akron, Ohio.
Goodyeer Tire & Rubber Co., 1144 E. Market St.,
Akron 16, Ohio.
Hewitt-Robins, Inc., 666 Glenbrook Rd., Stamford,
Conn.
Heywood-Wakefield Co., 3010-IOth St., Menominee,
Mich.
Netionel Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Norpot, Inc., 113 W. 42nd St., N. Y. 36, N. Y.
RCA Theatre Equipment Soles, flidg. 15-1, Front &
Cooper Sts., Camden 1, N. J.
Smith, Alexander, Inc., 295 Fifth Avenue, New York,
N. Y.
U. S. Rubber Co., 1230 Sixth Ave., New York 20, N. Y.
608-MATS, HEATED
Ace Lite Step Co., 1708 So. State St., Chicogo 16, 111.
Interstate Rubber Products Co., 908 Avila Ave., Los
Angeles 12, Calif.
609-TILE, CERAMIC & QUARRY
Americen-Olean Tile Co., 9th & Kenilworth Ave.,
Lonsdale, Po.
Kompolite Co., Inc., 1 1 1 Clay, Brooklyn, N. Y.
Mosaic Tile Co., Zanesville, Ohio.
Mueller Mosaic Co., Trenton, N. J.
Notional Tile & Mfg. Co., Anderson, Ind.
FRONTAGE
701 -DOOR CONTROLS AND CLOSERS
LCN Closers, Inc., 466 W. Superior, Chicago, III.
Minneseote Fire Extinguisher Co., Inc., 2480 University
Ave., St. Paul 14, Minn.
"THE KEY TO BETTER BUYING" DIRECTORY OF THE MODERN THEATRE 89

"^
FRONTAGE—FURNISHINGS
Use Hie Index of Advertited Product* at Page 82 to find od-data herein on popular itemt.
Notionol Theotre Supply, 92 Gold St., N. Y. 38, N. Y.
Norton Door Closer Co., 2900 N. Western Ave., Ctiicogo
18, III.
Pittsburgh Plate Gloss Co., One Gotewoy Center,
Pittsburgh 22, Po.
Sargent & Co., 45 Water St., New Haven 9, Conn.
The Stanley Works, Magic Door Div., Lake St., New
Britain, Conn.
702-DOOR PLATES
& BARS
Formica Co., Spring Grove Ave., CincinnotI, Ohio.
Daniel C. Hay Co., 8808 Wilshire, Beverly Hills, Calif.
Kowneer Co., 1105 No. Front St., Niles, Mich.
Lawrence Metal Products, Inc., 79 Wolker, N. Y. C.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Pittsburgh Plate Gloss, One Gotewoy Center, Pittsburgh,
Po.
Theatre Speciolties, Inc., 1615 Cordova St., Los Ar>geles
7, Calif.
Universol Corp., 6710 Denton Drive, Delias 9, Tox.
703-ELECTRIC EYE DOORS
Kowneer Co., N. Front St., Niles, Mich.
Norpof, Inc., 113 W. 42nd St^ N. Y. 36, N. Y.
Pittsburgh Plate Gloss, One Gotewoy Center, Pittsburgh
22, Po.
Stanley Works, Mogic Door Div., Lake St., New
Britain, Conn.
704-ENTRANCE
DOORS
Dohlstrom Metollic Door Co., 443 Buffoto St., Jomestown,
N. Y.
Kowneer Co., 1105 Front St., Niles, Mich.
Libbey-Owens-Ford Gloss Co., Toledo 3, Ohio.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Pittsburgh Plote Gloss Co., One Gotewoy Center, Pittsburgh
19, Po.
U. S. Plywood Corp., 55 W. 44th St., N. Y. 36, N. Y.
EXIT DEVICES, PANIC BOLTS-See 1504
FACING MATERIALS, EXTERIOR-See 301
MARQUEES-See 116
70S-P0RCELAIN ENAMELED PANELS
Adier Silhouette Letter Co., 11843 W. Olympic Blvd.,
Los Angeles 64, Colif.
Kowneer Co., 1105 Front St., Niles, Mich.
Seaporcel Porcelain Metols, Inc., 28-20 Borden Ave.,
Long Island City 1, N. Y.
U. S. Plywood Corp., 55 W. 44th St., N. Y. 36, N. Y.
Wagner Sign Service, Inc., 218 So. Hoyne, Chicago
SAFETY LADDERS & SCAFFOLDS-See 2212
706-THEATRE FRONTS
AdIer Silhouette Letter Co., 11843 W. Olypmic Blvd.,
Los Angeles 64, Colif.
Kowneer Co., 1105 Front St., Niles, Mich.
Notionol Theotre Supply, 92 Gold St., N. Y. 38, N. Y.
Pittsburgh Plote Gloss Co., One Gotewoy Center, Pittsburgh
19, Pq.
Seoporcel Porcelain Metals, Inc., 28-20 Borden Ave.,
Long Islond City 1, N. Y.
Universal Corp., 6710 Denton Dr., Dallas, Tex.
8 FURNISHINGS
801-AiSLE LIGHTS
Associated Lighting Service, P. O. Box 1033, Redwood
City, Calif.
Copitol Stoge Ltg. Co., 527 W. 45th, N. Y. 36, N. Y.
Century Lighting, Inc., 521 W. 43rd St., N. Y. 36, N.Y.
Drive-ln Theotre, Mfg. Co., Div. of DIT-MCO, Inc.,
505 W. 9th, Kansas City 6, Mo.
Heywood-Wokefield Co., Menominee, Mich.
Ideal Seating Co., 519 Ann St., N. W., Grand Rapids
2, Mich.
Notional Theatre Supply, 92 Gold St^ N. Y. 38, N. Y.
Raytone Screen Co., 1 65 Clermont, Brooklyn, N. Y.
S.O.S. Cinemo Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
Sylvonio Electric Products, Inc., 500 5th Ave., N.Y.C.
Theatre Seat Service Co., 160 Hermifoge Ave., Nashville
10, Tenn.
Voight Co., 1636 No. Carlisle, Phllodelphio 22, Po.
802-aOCKS
Dowo Corp., 145 N. Erie St., Toledo 2, Ohio
Edwards Co., Inc., Norwolk, Conn,
Electric Ad Clock 230 N. Jefferson St., Chicago, III.
Generol Electric Co., Schenectody 5, N. Y.
Notionol Theotre Supply, 92 Gold St., N. Y. 38, N. Y.
803-CONTROL ROPES, POSTS & RAILINGS
Greot Western Stoge Equip. Co., 1324 Grand Ave.,
Kansas City, Mo.
Hubert Mitchell Industries, Inc., P. O. Box 49, Harttelle,
Alo.
Notionol Theotre Supply, 92 Gold St., N. Y. 38, N. Y.
Novelty Scenic Studios, Inc., 432 E. 9ltt St., New
York 28, N. Y.
SOS. Cinema Supply Corp., 602 W. 52nd,
New York
Theatre Seot Service Co., 160 Hermifoge Ave., Nashville
10, Tenn.
Triple-S-Supply Corp., 206 First St., Son Francisco 5,
Colif.
Universal Corp., 6710 Denton Dr., Dollos 9, Tex.
804-DIRECTIONAL SIGNS, EXIT SIGNS, Etc.
Assoc. Ticket Register Corp., 346 W. 44th St., New
York 11, N. Y.
Bollontyne Co., The, I7I2 Jockson, Omoho, Neb.
Bowman, Edgor F. (Lomolite Products), 682 6th Ave.,
New York 11, N. Y.
Copitol Stage Ltg. Co., 527 W. 45th, N. Y. 36, N. Y.
Century Lighting, Inc., 521 W. 43rd St., N. Y. 36, N.Y.
Dowo Corp., 145 N. Erie, Toledo 2, Ohio.
Drive-ln Theatre Mfg. Co., Div. of DIT-Mco, Inc., 505
W. 9th, Kansas City 6, Mo.
Hubert Mitchell Industries, Inc., Hortselle, Ala.
Notionol Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Norpot, Inc., 113 W. 42nd St., New York 36, N. Y.
J. E. Robin, Inc., 267 Rhode Island Ave., East Orange,
N. J.
S.O.S. Cinemo Supply Corp., 602 W. 52nd, New York
34, N. Y.
Voight Co., 1636 No. Carlisle, Philadelphia, Pa.
805-DRAPERIES & CURTAINS
J. R. Cloncy, 1020 W. Belden Ave., Syrocuse 4, N. Y.
Goodoll Fabrics, Inc., 525 Madison Ave., New York
22, N. Y.
Great Western Stage Equip. Co., 1324 Grorvd Ave.,
Kansas City, Mo.
Knoxville Scenic Studios, P. O. Box 1029, Knoxville,
Tenn.
Mohorom Fabrics Corp., 130 W. 46th St., N. Y., N.
Monko Fobrics, Inc., 220-5th Ave., N.Y. 1, N.Y.
Y.
Hubert Mitchell Industries, Inc., P. O. Box 49, Hortselle,
Alo.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
NevoBurn Prod. Co., 17 W. 60th, New York 23, N. Y.
Norpot, Inc., 113 W. 42nd St., New York 36, N. Y.
Novelty Scenic Studios, Inc., 432 E. 91st St., N. Y.
Pontosote Corp. of N. J., New York 22, N. Y.
Premiere Studios, 414 W. 45th St., New York, N. Y.
B. F. Shearer Co., 2318 2nd Ave., Seattle 1, Wosh.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., New
York 34, N. Y.
Theatre Dropery Supply, 2419 2nd Ave., Seattle I,
Wash.
Theatre Seot Service Co., 160 Hermitage Ave., Nashville
10, Tenn.
Thortel Fireproof Fobrics, 101 Pork Ave., N. Y., N. Y.
Tiffin Scenic Studios, Inc., Box 915, Tiffin, Ohio.
806-DRINKING FOUNTAINS
Americon Rodiotor & Stondord Sanitary Corp., P. 0.
Box 1226, Pittsburgh 30, Po.
Borg-Worner Corp., Norge Div., Detroit, Mich.
Ebco Mfg. Co., 401 W. Town St., Columbus, Ohio.
Frigidoire Div., Gen. Motors Corp., 300 Toylor St.,
Dayton, Ohio.
General Electric Co., Air Conditioning Div., 5 Lawrence
St., Bloomfield, N. J.
Kohler Co., Kohler, Wis.
Notionol Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
S&R Sodo Fountain Mfg. Co., 1314 Southern Blvd..
New York 59, N. Y.
Sunroc Co., Glen Riddle, Pa.
Voight Co., 1636 No. Carlisle, Philodelphia 22, Pa.
Westinghouse Electric Corp., 653 Page Blvd., Springfield
2, Mom.
FURNITURE
901 -CHROME TUBULAR FURNITURE
American Desk Mfg. Co., P. O. Box 416, Temple, Tex.
Doehler Metol Furn. Corp., 192 Lexington Ave., New
York 16, N. Y.
Drive-ln Theotre Mfg. Co., Div. DIT-MCO, Inc., 505
W. 9th St., Konsos City, Mo.
Heywood-Wokefield Co., 3010-IOth St., Menominee,
Mich.
Notional Theatre Supply, 92 Gold St., New York 38,
N. Y.
Vocolite Screen Corp., 150 Hudson Ave., Roosevelt,
N. Y.
902-LOUNGE FURNITURE, SEHEES, Etc.
American Desk Mfq. Co., P. O. Box 416, Temple, Tex.
Doehler Metol Furniture Co., Inc., 192 Lexington Ave.,
New York 16, N. Y.
Heywood-Wokefield Co., 3010-IOth St., Menominee,
Mich.
Kroehler Mfg. Co., 666 Lake Shore Dr., Chicago, III.
Notional Theotre Supply, 92 Gold St., N. Y. 38, N, Y.
10 HEATING
1001 -BOILERS AND FURNACES-See also
HEATING SYSTEMS 1006
American Blower Corp., 8111 Tiremon Ave., Detroit
32, Mich.
American Radiator & Sanitary Corp., P. O. Box 1226,
Pittsburgh 30, Pa.
Corrier Corp., 300 So. Geddes St., Syracuse 1, N. Y.
Chrysler Corp., Air Temp Div., 1600 Webster St.,
Dayton, Ohio.
General Electric Co., 570 Lexington Ave., New York
22, N. Y.
Iron Firemon Mfg. Co., 3170 W. 106th St., Clevelond
11, Ohio.
Kohler Co., Kohler, Wis.
Notionol Radiator Co., 221 Central Ave., Johnstown,
Pa.
1002-FANS, HEAT CIRCULATORS
Air-Cooling Engr. Co., P. O. Box 744, Evonston, III.
Carrier Corp., 300 So. Geddes St., Syracuse 1, N. Y.
Davenport Mfg. Co., Meodville, i'o.
General Electric Co., Schenectody 5, N. Y.
Notional Radiator Co., 221 Centrol Ave., Johnstown,
Po.
1003-GAS BURNERS-See also 1006
American Radiator & Standard Sonitory Corp., P. O.
Box 1226, Pittsburgh 30, Po.
Carrier Corp., 300 So. Geddes St., Syracuse 1, N. Y.
Chrysler Corp., Airtemp Div., 1600 Webster St.,
Dayton, Ohio.
General Electric Co., Air Conditioning Div., 5 Lawrence
St., Bloomfield, N. J.
Hostings Airconditioning Co., IrK., 108 So. Cotorado,
Hostings, Neb.
Iron Fireman Mfg. Co., 3170 W. 106th St., Cleveland
11, Ohio.
Notionol Radiator Co., 221 Centrol Ave., Johr»-
town. Pa.
Todd Shipyords Corp., Products Div., Columbio &
Halleck Sts., Brooklyn 31, N. Y.
U. S. Air Conditioning Corp., Como Ave., S. E. at
33rd, Minneapolis 14, Minn.
1004-GRILLES & REGISTERS
American Radiator & Standard Sanitary Corp., P. O.
Box 1226, Pittsburgh 28, Po.
Borber-Colmon Co., 1236 Rock St., Rockford, III.
Hostings Airconditioning Co., 108 So. Colorado,
Hastings, Neb.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
1005-HEAT
PUMPS
Curtis Mfg. Co., 1905 Kienlen Ave., St. Louis 20, Mo.
Fairbanks, Morse & Co., 600 S. Michigan, Chicago, III.
General Electric Co., 570 Lexington Ave., N. Y., N. Y.
Todd Shipyards Corp., Products Div., Columbia &
Halleck Sts., Brooklyn 31, N. Y.
Typhoon Air Conditioning Co., Inc., 505 Carroll St.,
Brooklyn 15, N. Y.
1006-HEATING SYSTEMS-See also BOILERS,
OIL BURNERS and STOKERS
American Radiator & Stondord Sonitory Corp., Box
1226, Pittsburgh, Po.
Bryant Heater Div., Affiliated Gos Equip. Inc.,
17825 St. Cloir Ave^ Cleveland 10, Ohio.
Carrier Corp., 300 S. Geddes St., Syracuse 1, N. Y.
Chrysler. Airtemp Div., 1600 Webster, Dayton, Ohio.
Commercial Controls Corp., Electromode Div., 45
Crouch St., Rochester 3, N. Y.
Deico Appliance Div., 391 Lyell, Rochester, N. Y.
Generol Electric Co., 5 Lawrence St., Bloomfield, N. J.
Iron Fireman Mfg. Co., 3170 W. 1 06th St., Clevelond
1 1
Todd Ohio.
, Shipyords Corp.. Products Div., Columbia &
Halleck Sts., Brooklyn 31, N. Y.
Typhoon Air Conditioning Co., Div. of Hupp Corp.,
505 Carroll St., Brooklyn 15, N. Y.
U. S. Air Conditioning Corp., Como Ave., S. E. at
33rd, Minneopolis 14, Minn.
York Corp., York, Po.
1007-HUMIDIFIERS
American Blower Corp., 8111 Tiremon Ave., Detroit
32, Mich.
Buffolo Forge Co., 490 Broodwoy, Buffolo 5, N. Y.
Carrier Corp., 300 S. Geddes St., Syracuse, N. Y.
Grinnell Co., Inc., Providence 1, R. I.
Johnson Service Co., 507 E. Michigan St., Milwaukee
2, Wis.
Minneopolis-Honeywell Reg. Co., 2753 Fourth Ave. S.,
Minneapolis 8, Minn.
Notional Theatre Supply Co., 92 Gold St., New York
38, N Y.
U. S. Air Conditioning Corp., Como Ave., S. E. at
33rd^ Minneapolis, Minn.
York Corp., Roosevelt Ave., York, Po.
1008-OIL BURNERS-See also 1006
Americon Rodiotor & Stondard Sonitory Corp., P. 0.
Box 1226, Pittsburgh 30, Po.
Chrysler Corp., Airtemp Div., 1600 Webster Ave.,
Dayton, Ohio.
General Electric Co., Air Conditioning Div., 5 Lawrence
St., Bloomfield, N. J.
Iron Fireman Mfg. Co., 3170 W. 106th St., Cleveland
11, Ohio.
Timken Silent Automotic, 100 Clark, Detroit 32, Mich.
Todd Shipyards Corp., Products Div., Columbia &
Holleck Sts., Brooklyn 31, N. Y.
1009-RADIATORS
American Rodiotor & Standard Sanitary Corp., Box
1226, Pittsburgh, Po.
Crone Co., 836 S. Michigan, Chicago 5, III.
90 WHEN WRITING MANUFACTU REUS OR THEIR DISTRIBUTORS PLEASE MENTION

FREE Postcards ore provided at Page 82 to bring you full information, prices, etc, on any Advertised Product
INSULATION
Tuttle & Bailey, Corbin Ave., New Britain, Conn.
Warren Webster & Co., Comden, N. J.
Young Rodiator Co., Racine, Wis.
11 INSUIATION- ACOUSTICS
11 01 -ACOUSTICAL MATERIALS
Aiexite Engineering Co., Colorado Springs, Colo.
Armstrong Cork Co., Liberty St., Lancaster, Pa.
Celotex Corp., 120 S. LaSolle, Chicago, III.
Certain-Teed Products Corp., 120 E. Loncoster Ave.,
Ardmore, Po.
Johns-Monville Corp., 22 E. 40th, New York, N. Y.
Kimberly-Clark Corp., Neenoh, Wis.
Libbey-Owens-Ford Gloss Co., Nicholos BIdg., Toledo
3, Ohio.
National Gypsum Co., 325 Delaware, Buffalo 2, N. Y.
Owens-Corning Fiberglas Corp., Toledo 1 , Ohio.
Pittsburgh Plate Gloss Co., One Gateway Center,
Pittsburgh 22, Pa.
Reynolds Metals Co., 2500 So. Third, Louisville, Ky.
Stephenson Air Brush Point Co., 190 MacArthur Blvd.,
Oakland 10, Calif.
U. S. Gypsum Co., 300 W. Adams, Chicago, III.
U. S. Rubber Co., 1230 Ave. of the Americas, New
York 20, N. Y.
Wood Conversion Co., Ist Not'l Bk. BIdg., St. Poul,
Minn.
1102-ADHESIVE AND CEMENTS
Armstrong Cork Co., Liberty St., Lancaster, Po.
Celotex Corp., 120 S. LoSalle, Chicago 3, III.
Flintkote Co., 30 Rockefeller Plaza, N. Y. C.
Pittsburgh Plate Gloss Co., One Gateway Center, Pittsburgh
22, Pa.
U. S. Rubber Co., 1 230 Sixth Ave., New York 20, N. Y.
1103-INSULATION MATERIALS
Aiexite Engineering Co., Colorado Springs, Colo.
Armstrong Cork Co., Liberty St., Lancaster, Po.
Celotex Corp., 120 S. LoSalle St., Chicago, III.
Certain-Teed Products Corp., 1 20 E. Lancaster, Ardmore,
Po.
Eogle-Picher Co., American BIdg., Cincinnati, Ohio.
Flintkote Co., Inc., 30 Ro«kefeller Plaza, New York.
Hecht Rubber Co., 14 E. Boy St., Jacksonville, Fla.
Infra Insulotion Inc., 525 Broadway, N. Y. 12, N. Y.
Johns-Monville Corp., 22 E. 40th, New York, N. Y.
Keasby & Mottison Co., Ambler, Pa.
Kimberly-Clark Corp„ Neenah, Wis.
Libbey-Owens-Ford Gloss Co., Nicholas BIdg., Toledo
3, Ohio.
Masonite Corp., Ill W. Washington, Chicago, 111.
Owens-Corning Fiberglas Corp., Toledo 1, Ohio.
Owens-Illinois Glass Co., Koylo Div., Box 1935, Toledo
I , Ohio.
Pittsburgh Corning Corp., One Gateway Center, Pittsburgh
22, Pa.
Pittsburgh Plate Gloss Co., One Gateway Center,
Pittsburgh 22, Po.
Reynolds Metols Co., 2500 So. Third, Louisville, Ky.
Ruberoid Co., 500 Fifth Ave., New York 18, N. Y.
U. S. Gypsum Co., 300 W. Adams, Chicago, III.
U. S. Rubber Co., 1230 Ave. of the Americos, New
York 20, N. Y.
Wood Conversion Co., 1st Not'l Bk. BIdg., St. Poul
1, Minn.
Zonolite Co., 135 S. LoSolle, Chicago 14, III.
12 LIGHTING
AISLE LIGHTS-See 801
BATTERIES-See 1214
1201 -BATTERY CHARGERS
Burgess Battery Co., Freeport, III.
The Electric Storage Battery Co., 42 S. 1 5th St.
Philadelphia 2, Po.
General Electric Apporotus Soles Div., 1 River Hd.,
Schenectady, N. Y.
McClopin-Christie Corp., 3410 W. 67th St., Los Ar»-
geles 37, Calif.
Notional Theatre Supply, 92 Gold St., New York 38,
N. Y.
Norpot, Inc., 113 W. 42nd St., N. Y. 36, N. Y.
D. W. Onon & Sons, Inc., University Ave., S-E at 25th,
Minneapolis 14, Minn.
J. E. Robin, Inc., 267 Rhode Island Ave., East Oronga,
N. J.
BLACK LIGHT EQUIPMENT-See 502 and 503
1202-BULB CHANGERS
Lumidor Mfg. Co., 4801 E. 50th, Los Angeles, Calif.
McGill Mfg. Co., Inc., Volporoiso, Ind.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Rife-0-Lite of Calif., 308 E. Washington, Los Angeles
15, Calif.
1203-CHARGER BULBS
Continental Electric Co., 715 Hamilton, Geneva, III.
General Electric Co., Apparatus Sales Div., 1 River Rd.,
Schenectady 5, N. Y.
Gordos Corp., 86 Shipmon St., Newark 2, N. J.
McColpin-Christie Corp., Los Angeles 37, Calif.
National Theatre Supply Co., 92 Gold St., New York
38, N. Y.
Radio Corp. of America, Comden 3, N. J.
Robin, Inc., J. E., 267 Rhode Island Ave., East Orange,
N. J.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
Westtnghouse Lamp Div., MacArthur Ave., Bloomfield,
N. J.
1204-COLOR WHEELS
Amplex Corp., 1 1 Water, Brooklyn, N. Y.
Associated Lighting Service, P. O. Box 1033, Redwood
City Calif.
Best Devices Co., Inc., 10921 Briggs Rd., Clevelartd
II, Ohio.
Capitol Stage Lighting Co., 527 W. 45th, N. Y., N. Y.
Century Lighting, Inc., 521 W. 43rd St., N. Y. 36, N.Y.
GoldE Mfg. Co., 4888 N. Clark St., Chicago, III.
Great Western Stage Equip. Co., 1324-26 Grand
Ave., Kansas City 6, Mo.
Kleigl Bros., 321 W. 50th St., New York 19, N. V.
Metropolitan Scenic Studios, Inc., 1611 Davenport,
Omoho 2, Neb.
Hubert Mitchell Industries, Inc., P. O. Box 49, Hortselle,
Ala.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Neumode Products Corp., 427 W. 42nd, N. Y. C.
S.O.S. Cinema Supply Corp., 602 West 52nd St., New
York 19, N. Y.
Theatre Seat Service Co., 160 Hermitage Ave., Nashville
10, Tenn.
Edword H. Wolk, 1241 S. Wabash Ave., Chicago, 111.
1205-COVE LIGHTING
Capitol Stage Lighting Co., 527 W. 45th, N. Y., N. Y.
Cold Cothode Lighting, 147 W. 46th St., N. Y. C.
Fleur-0-Lier Mfgrs., Keith BIdg., Cleveland 15, Ohio.
Flexlume Sign Corp., 1464 Main St., Buffalo 9. N. Y.
General Electric Co., Lamp Dept., Nelo Pork, Cleveland
12, Ohio.
Edwin F. Guth Co., 2615 Woshington, St. Louis 3, Mo.
Kleigl Bros., 321 W. 50th, New York 19, N. Y.
Notionol Theotre Supply, 92 Gold St., N. Y. 38, N. Y.
Sylvania Electric, Inc., 1740 Broadway, N. Y., N. Y.
Voigt Co., 1636 No. Carlisle, Phila. 21, Po.
1206-DIMMERS & CONTROLS
Frank Adam Elcc. Co., P. O. Box 357, St. Louis, Mo.
Allon-Brodley Co., 136 W. Greenfield, Milwaukee,
Wis.
Capitol Stage Lighting Co., 527 W. 45th, N. Y., N. Y.
Century Lighting, Inc., 521 W. 43rd St., N. Y. 36, N.Y.
Cutler-Hammer, Inc., 315 N. 12th, Milwaukee, Wis.
Federal Electric Co., 50 Paris St., Newark, N. J.
General Electric Co., Schenectady 5, N. Y.
Kleigl Bros., 321 W. 50th, New York 19, N. Y.
Hubert Mitchell Industries, Inc., P. O. Box 49, Hortselle,
Ala.
Notionol Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
J. E. Robin, Inc., 267 Rhode Island Ave., East
Orange, N. J.
Superior Electric Co., 83 Laurel St., Bristol, Conn.
Trumbull Dept., General Electric Co., Ploinsville,
Conn.
Word Leonard Electric Co., 115 MocQuesten Pkwy.
South, Mt. Vernon, N. Y.
DIRECTIONAL SIGNS-See 804
1207-EFFECT LIGHTING
Capitol Stage Lighting Co., 527 W. 45th, N. Y., N. Y.
Century Lighting, Inc., 521 W. 43rd St., N. Y. 36, N.Y.
General Electric Co., 570 Lexington Ave., New York
22, N. Y.
GoldE Mfg. Co., 4888 N. Clark St., Chicago 40, III.
Great Western Stage Equip. Co., 1 324-26 Grand
Ave., Kansas City 6, Mo.
Kleigl Bros., 321 W. 50th, New York, N. Y.
Hubert Mitchell Industries, Inc., P. O. Box 49, Hortselle,
Ala.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Storblite Co., 75 W. 45th St., New York 36, N. Y.
Voight Co., 1636 No. Carlisle, Philadelphia 22, Po.
1208-ELECTRIC POWER GENERATORS
Allis-Chalmers Mfg. Co., Milwoukee 1, Wis.
Caterpillar Tractor Co., Peoria 8, III.
Deico Products Div., General Motors Corp., 329 E.
First St., Dayton 1, Ohio.
Fairbanks Morse & Co., 600 S. Mich., Chicago 5, IH.
General Electric Co., 570 Lexington Ave., N. Y., N. Y.
Kohler Co., Kohler, Wis.
National Emergency Light Co., 214 Bessemer BIdg.,
Pittsburgh 22, Pa.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N v
D. W. Onon & Sons, Inc., University at 25th, Minneapolis,
Minn.
J. E. Robin, Inc., 267 Rhode Island Ave., East Orange,
N. J.
Ready Power Co., 11233 Freud Ave., Detroit, Mich.
United States Motors Corp., Oshkosh, Wis.
Universal Motor Co., Oshkosh, Wis.
EMERGENCY LIGHTING, BATTERY-See 1503
1209-FLUORESCENT and INCANDESCENT
LAMPS and LIGHTING FIXTURES
Bollontyne Co., The, 1712 Jackson, Omaha 2, Nebr.
Bowman, Edgar S., 682 Sixth Ave., N. Y. 16, N. Y.
Capitol Stage Lighting Co., 527 W. 45th, N. Y., N. Y.
Century Lighting, Inc., 521 W. 43rd St., N. Y. 36, N.Y.
Curtis Lighting, Inc., 6135 W. 65th, Chicago 38, IN.
Drive-In Theatre Mfg.
505 W. 9th, K. C. 6,
Co.,
Mo.
Div. of DIT-Mco, IrK.,
Eostern Fixture Co., 170 Vernon St., Boston 20, Moss.
General Electric Co., Lamp Dept., Cleveland
Nelo Park,
12, Ohio.
Generol Electric Co., 570 Lexington Ave., New York
Kleigl Bros., 50th St., 19, N. Y.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N
Radiant Lamp Corp., 300 Jelliff Ave., Newark 8, N. J.
22, N. Y.
321 W. New York
J. E. Robin, Inc., 267 Rhode Island Ave., East Orange,
N. J.
Steber Mfg. Co., 2700 Roosevelt Rd., Broadview, HI.
Sylvania Electric Products, Inc., 1740 Bdwy, N. Y. C.
Vocolite Screen Corp., 19 Debevoise Ave., Roosevelt,
N. Y.
Voight Co., 1636 No. Carlisle, Philodelphio 22,
Westinghouse Lomp Div., Bloomfield, N. J.
Po.
1210-FUSES
Bollontyne Co., The, 1712 Jackson, Omaha 2, Neb.
Century Lighting, Inc., 521 W. 43rd St., N. Y. 36, N. Y.
General Electric Co., Construction Materials Div.,
Bridgeport, Conn.
Littlefuse, Inc., 4757 N. Ravenswood, Chicago, III.
Notional Electric Prod. Corp., Pittsburgh 30, Po.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
J. E. Robin, Inc., 267 Rhode Island Ave., East Orange,
N. J.
Signolite Fuse Co., 266 Glenwood, Bloomfield, N. J.
Wenzel Projector Co., 2505-19 S. State St., Chicago
16, III.
1211 -GELATINE SHEETS
Associated Lighting Service, 521 Bronnon St., San
Francisco 7, Calif.
Capitol Stage Lighting Co., 527 W. 45th, N. Y., N. Y.
Century Lighting, Inc., 521 W. 43rd St., N. Y. 36. N.Y.
GoldE Mfg. Co., 4888 N. Clark St., Chicago 7, III.
Great Western Stage Equip. Co., 1324-26 Grond,
Kansas City 6, Mo.
Kleigl Bros., 321 W. 50th St., New York, N. Y.
Hut>ert Mitchell Industries, Inc., P. O. Box 49, Hortselle,
Alo.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
LAMP CHANGERS-See 1202
POST LIGHTS-See 2318
SIGNS, DIRECTIONAL-See 804
1212-SPOT & FLOOD LIGHTS
American Playground Device Co., 1801 S. Jackson,
Anderson, Ind.
Amplex Corp., 1 1 1 Water St., Brooklyn 1 , N. Y.
Associated Lighting Service, P. O. Box 1033, Redwood
City, Calif.
Best Devices Co., Inc., 10921 Briggs Rd., Cleveland
11, Ohio
Capitol Stage Lighting Co., 527 W. 45th, N. Y., N. Y.
Century Lighting, Inc., 521 W. 43rd St., N. Y. 36, N. Y.
Dowo Corp., 145 N. Erie, Toledo 2, Ohio
Drive-In Theatre Mfg. Co., 505 W. 9th St., Kansas
City 5, Mo.
Genorco Corp., 97-04 Sutphin Blvd., Jomaico 35, N. Y.
GoldE Mfg. Co., 4888 No. Clark, Chicago, III.
Great Western Stage Equip. Co., 1324-26 Grand Ave.,
K. C. 6, Mo.
General Electric Co., 570 Lexington Ave., N. Y., N. Y.
General Electric Co., Lomp Div., Nelo Park, Cleveland
12, Ohio.
Kleigl Bros., 321 W. 50th St., N. Y. 19, N. Y.
Metropolitan Scenic Studios, 1611-09 Davenport St.,
Omaha, Neb.
Hubert Mitchell Ind., Inc., Box 49, Hortselle, Ala.
Notionol Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
RCA Theatre Equip. Soles, Camden, N. J.
S. O. S. Cinema Supply Corp., 602 W. 52nd St., N. Y.
19, N. Y.
Strong Electric Corp., 87 City Pork Ave., Toledo 2.
Switzer Bros., Inc., 4732 St. Cloir, Cleveland, Ohio
Theatre Seat Service Co., 160 Hermitage Ave., Noshville
10, Tenn.
1213-SPOTLIGHT LENSES
Copitol Stoge Lighting Co., 527 W. 45th,N. Y., N. Y.
Century Lighting, Inc., 521 W. 43rd St., N. Y. 36, N. Y.
Display Lighting, Inc., 417 E. 61 st, N. Y. 21, N. Y.
GoldE Mfg. Co., 4888 N. Clork St., Chicago 7, III.
Great Western Stage Equip. Co., 1324-26 Grand Ave.,
K. C. 6, Mo.
Kleigl Bros., 321 W. 50th, New York 19, N. Y.
Metropolitan Scenic Studios, Inc., 1611 Davenport St.,
Omaha 2, Neb.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
1214-STORAGE BATTERIES
Carpenter Mfg. Co., Boston 45, Somerville, Moss.
Electric Cord Co., 195 Williams, N. Y. 38, N. Y.
The Electric Storage Bottery Co., 42 S. 15th St.,
Philadelphia 32, Po.
Notional Theotre Supply, 92 Gold St., New York 38,
N. Y.
J. E. Robin, Inc., 267 Rhode Island, East Orange, N. J.
Surrette Storage Battery Co., Inc., Jefferson Ave.,
Solem, Mass.
1215-SWITCHBOARDS
Frank Adam Elec. Co., P. O. Box 357. St. Louis, Mo.
Associoted Lighting Service, P. 0. Box 1033, Redwood
City, Calif.
THE KEY TO BETTER BUYING" DIRECTORY OF THE MODERN THEATRE 91

PLUMBING
Use the Index of Advertised Products at Page 82 to find ad-data herein on popular items.
Copitol Stage Lighting Co., 527 W. 45th, N. Y. C.
Century Lighting, Inc., 521 W. 43rd St., N. Y. 36, N. Y.
Faige & Associates, Doc, 630 Ninth Ave., New York
36, N. Y.
Federal Electric Co., 50 Poris. Newark 5, N. J.
General Electric Co., 570 Lexington Ave., N. Y., N. Y.
Kleigl Bros., 321 W. 50th St., N. Y. 19, N. Y.
Superior Electric Co., Bristol, Conn.
Trumbull Electric Co., Plainville, Conn.
Westrex Corp., Ill -8th Ave., New York 11, N. Y.
1216-TRANSFORMERS
Drive-In Theatre Mfg. Co., Div. of
505 W. 9th St., Kansas City, Mo.
DIT-MCO, Inc.,
General Electric Co., 570 Lexington Ave., N. Y.,
Norpot, Inc., 113 W. 42 St., N. Y. 36, N. Y
N. Y.
J. E. Robin, Inc., 267 Rhode Island Ave., East Orange,
N. J.
Sylvania Electric, Inc., 1740 Broadwoy, N. Y. 19, N. Y.
13 PLUMBING
1301 -DRAINS
American Radiator & Standard Sanitary Corp., Box
1226, Pittsburgh 30, Pa.
Briggs Mfg. Co., 3001 Miller St., Detroit 11, Mich.
Crane Co., 836 S. Michigon, Chicago 5, III
Miller Sewer Rod Co., 4642 No. Central Ave., Chicago
30, III.
DRINKING FOUNTAINS-See 806
1302-FLUSHING GUN
Miller Sewer Rod Co., 4642 No. Central Ave., Chicago
30, III.
1303-HAND DRYERS, ELECTRIC
American Dryer Corp., 1324 Locust St., Phila. 3, Pa.
Bollontyne Co., The., 1712 Jackson, Omaha 2, Nebr.
Chicago Hardware Foundry Co., 2500 Commonwealth
Ave., North Chicago, III.
Electric-Aire Engineering Corp., 209 W. Jackson
Blvd., Chicago 6, III.
Faige & Associates, Doc, 630 Ninth Ave., New York
36, N. Y.
Notionol Dryer Sales Corp., 616 W. Adams St., Chicago
6, III.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y
Norpot, Inc., 113 W. 42nd sf. New York 36, N. Y.
1304-LAVATORIES
American Radiator & Standard Sonitory Corp., Box
1226, Pittsburgh, Pa.
Briggs Mfg. Co., 3001 Miller St., Detroit II,
Crone Co., 836 S. Michigan, Chicago, III.
Mich.
Eljer Co., Ford City, Pa.
Kohler Co., Kohler, Wis.
1305-SEWER CLEANING RODS
Miller Sewer Rod Co., 4642 No. Central Ave., Chicago
30, III.
1306-TOILET FIXTURES
American Radiator & Stondord Sonitory Corp., Box
1226, Pittsburgh, Pa.
Briggs Mfg. Co., 3001 Miller St., Detroit, Mich.
Crane Co., 836 S. Michigan, Chicogo 5, III.
Electric-Aire Engineering Corp., 209 W. Jackson Blvd.,
Chicago 6, III.
Eljer Co., Ford City, Pa.
Kohler Co., Kohler, Wis.
Notional Theotre Supply, 92 Gold St., New York 38,
N. Y.
1307-TOILET SEATS
American Rodiotor & Standard Sanitary Corp., Box
1226, Pittsburg, Pa.
Briggs Mfg. Co., 3001 Miller, Detroit 11, Mich.
C. F. Church Mfg. Co., Holyoke, Moss.
Crone Co., 836 S. Michigan, Chicogo 5, III.
Eljer Co., Ford City, Pa.
Kohler Co., Kohler, Wis.
Notional Theotre Supply, 92 Gold St., N. Y. 38, N. Y.
Sterilseat Corp., of America, 20-24 Yeoman St., Boston
19, Moss.
1308-URINALS
American Rodiotor & Standard Sanitary Corp., Box
1226, Pittsburgh, Po.
Briggs Mfg. Co., 3001 Miller St., Detroit II, Mich.
Crone Co., 836 S. Michigon, Chicogo 5, 111.
Eljer Co., Ford City, Pa.
Kohler Co., Kohler, Wis.
U. S. Sonitory Co., 142 Binns St., Uniontown, Pa.
14 PROJECTION
1401 -ADAPTERS for CENTERING PiaURE
(Horizontally & Vertically) (For CinemoScope,
VistoVision, Superscope)
Bizzell« Cinemo Supply Corp., 420 West 45th St.,
New York 36, N. Y.
1402-ANIMATED SCREEN EFFECTS
GoldE Mfg. Co., 4888 N. Clark St., Chicago 40, III.
Motion Picture Accessories Co., Box 240, Dayton, Ore.
Notional Theatre Supply, 92 Gold St., New York 38,
N. Y.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
1403-APERTURE PLATES
Bollontyne Co., 1712 Jackson St., Omaho 2, Neb.
Century Projector Corp., 729 7th Ave., New York
19, N. Y.
Cinemotic Corp., 122 Washington, Bloomfield, N. J.
Hornstein, Inc., Joe, 341 W. 44th St., New York 36,
N. Y.
International Projector Corp., 55 La France, Bloomfield,
N. J.
LoVezzi Machine Works, 4635 W. Lake St., Chicago
44, III.
Motiograph, Inc., 4431 W. Lake St., Chicago 24, III
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
RCA Theatre Equip. Soles., BIdg. 15-1, Front & Cooper
Sts., Camden 1, N. J.
S.O.S. Cinemo Supply Corp., 605 W. 52nd St., New
York 34, N. Y.
Wenzel Projector Co., 2509-19 S. Stote, Chicago, III.
Westrex Corp., HI 8th Ave., N. Y. II, N. Y.
Edw. H. Wolk, 1241 So. Wobosh Ave., Chicago 5, III.
BLOWERS, LAMPHOUSE-See 1427
CARBONS-See 1438
1404-CARBON CABINETS
Ballontyne Co., 1712 Jackson St., Omaha 2, Neb.
Foige & Associates, Doc, 630 Ninth Ave., New York
Notional Theatre Supply, 92 Gold St., New York 38,
N. Y.
Neumode Prod. Corp, 250 W. 57th St., New York 19,
N. Y.
1405-CARBON SAVERS
Bollantyne Co., 1712 Jackson, Omaha, Neb.
Best Devices Co., Inc., 1 0921 Briggs Rd., Cleveland
II, Ohio
Coli Products Co., 3719 Morjorie Way, Sacramento
20, Calif.
Economizer Enterprises, 524 W. 43rd St., Los Angeles
37, Calif.
Foige & Associates, Doc, 630 Ninth Ave., New York
Full Run Carbon Saver Co., P. O. Box 107, 2015 High
St., Solem, Ore.
Notional Theatres Supply, 92 Gold St., N. Y. 38, N. Y.
Norpot Soles, Inc., 45 W. 45th St., N. Y. 36, N. Y.
Payne Products Co., 2451 W. Stadium Blvd, Ann
Arbor, Mich.
Phillips Electro Extensions, P. O. Box 783, Charleston
23, W. Vo.
Rovtone Screen Corp., 165 Clermont Ave., Brooklyn,
N. Y.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
Wenzel Projector Co., 2505 S. State St., Chicago, III.
Westrex Corp., Ill Eighth Ave., New York II, N. Y.
Edward H. Wolk, 1241 S. Wabash Ave., Chicago 25,
III.
1406-CARBON CONTACT POLISHERS
J. E. McAuley M^g. Co., 554 W. Adorns, Chicago, III.
1407-CARBON WASTE CANS
Bollontyne Co., The, 1712 Jackson, Omoho 2, Nebr.
GoldE Mfg. Co., 4888 No. Clark, Chicago 40, III.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Neumode Products Corp., 250 W. 57th St., N. Y. C.
Westrex Corp., Ill 8th Ave., New York 11, N. Y.
Edward H. Wolk, 1241 S. Wobosh, Chicago 25, III.
1408-CHANGEOVER DEVICES
Ace Electric Mfg. Co., 1458 Shokespeore Ave., New
York 52, N. Y.
Bollontyne Co., 1712 Jockson, Omaha 2, Neb.
Century Projector Corp., 729 7th Ave., N. Y. 19, N. Y.
Motiogroph, Inc., 4431 W. Loke St., Chicago 24 III.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Poromel Electronics Corp., 2048 W. North Ave.
Chicago 47, III.
RCA Theatre Equip. Soles, Front & Cooper, 15-1,
Camden, N. J.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
Wenzel Projector Co., 2509 S. State, Chicago 16, III.
Westrex Corp, 111 8th Ave., New York 11, N. Y.
1409-CONDENSING LENSES
Bousch & Lomb Opticol Co., 720 St. Paul St.,
Rocfietter 2, N. Y.
Capitol Stage Lighting Co., 527 W. 45th, N. Y., N. Y.
Century Lighting, Inc., 521 W. 43rd St., N. Y. 36, N. Y.
Kollmorgen Optical Corp., 30 Church St., N. Y. 7, N.Y.
J. E. McAuley Mfg. Co., 554 W. Adams St., Chicago
6, III.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Pacific Optical Corp., 5965 W. 98th St., Los Angeles
45, Colif.
Poromel Electronics Corp., 3965 West Belmont, Chicogo
IB, III.
Radio Corp. of America, Camden 3, N. J.
1410-COOLERS, FILM TRAP
Ballontyne Co., 1712 Jackson St., Omaha 2, Neb.
Century Projector Corp., 729-7th Ave., New York 19,
N. Y.
Notional Theatre Supply, 92 Gold St., New York 38,
N. Y.
Radio Corp. of America, BIdg. 15-1, Front & Cooper
Sts., Comden 2, N. J.
Wenzel Projector Co., 2509 S. State, Chicago 16, III.
1411 -CUE MARKERS
Ace Electric Mfg. Co., 1458 Shokespeore Ave., New
York 52, N. Y.
Bollontyne Co., The, 1712 Jockson, Omaha 2, Neb.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Neumode Products Corp., 330 W. 42nd St., N. Y. C.
S.O.S. Cinema Supply Corp., 612 W. 52nd St., New
York 19, N. Y.
1412-DEMAGNETIZATION TOOLS
Bollontyne Co., 1 71 2 Jackson St., Omaha 2, Neb.
Century Projector Corp, 729-7th Ave., New York 19,
N. Y.
Motiogroph, Inc., 4441 W. Lake St., Chicago 24, III.
Notional Theatre Supply, 92 Gold St., New York 38,
N. Y.
1413-DOWSERS
Bollontyne Co., 1712 Jackson, Omaha, Neb.
Capitol Stage Lighting, 527 W. 45th St., N. Y. 36, N.Y.
Century Projector Corp., 729 7th Ave., N. Y. 19, N. Y.
Motiogroph, Inc., 4431 W. Loke, Chicago 24, III.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
1414-FILM CABINETS
The Bollontyne Co., I7I2 Jackson, Omaha 2, Neb.
DeVry Corp., IIlIArmitage Ave., Chicago 14, III.
Goldberg Bros., 1745 Wozee St., Denver, Colo.
Harwold Co., 1216 Chicago Ave., Evonston, III.
Hollywood Film Co., 946 N. Seward, Hollywood, Calif.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Neumode Products Corp., 250 W. 57th St., N. Y. C.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., New
York 34, N. Y.
Wenzel Projector Co., 2505-19 S. State, Chicago, HI.
Westrex Corp, III 8th Ave., New York II, N. Y.
Edward H. Wolk, 1 241 S. Wobosh, Chicago, III.
1415-FILM CEMENT
Ace Electric Mfg. Co., 1458 Shokespeore, N.Y. 52, N.Y.
Ballontyne Co., The., 1 71 2 Jackson, Omoho 2, Nebr.
DeVry Corp., II1I Armitoge Ave., Chicago 14, III.
Hollywood Film Co., 946 N. Seward, Hollywood, Calif.
Notionol Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Neumode Products Corp., 250 W. 57th St., N. Y. C.
S.O.S. Cinema Supply Corp., 602 West 52nd St., New
York 19, N. Y.
Wenzel Projector Co., 2505 S. State, Chicago, III.
Westrex Corp., Ill 8th Ave., New York II, N. Y.
Edward H. Wolk, 1241 S. Wobosh, Chicago, 111.
1416-FILM CLEANERS & PRESERVATIVES
Ace Electric Mfg. Co., 1458 Shakespeare, N.Y. 52, N.Y.
Bollontyne Co., The, 1712 Jackson, Omaha 2, Nebr.
Horwold Co., The, 1 21 6 Chicago Ave., Evonston, 111.
Hollywood Film Co., 946 N. Seward, Hollywood, Calif.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Neumode Products Corp., 250 W. 57th St., N. Y. C.
S.O.S. Cinemo Supply Corp., 602 West 52nd St., New
York 19, N. Y.
1417-FILM FLANGES
Ace Electric Mfg. Co., 1458 Shakespeare, N.Y. 52, N.Y.
Ballontyne Co., The. 1712 Jackson, Omaha 2, Nebr.
Goldberg Bros., 1745 Wozee St., Denver, Colo.
Motion Picture Accessories Co., Box 240, Doyton, Ore.
Notionol Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Neumode Products Corp., 250 W. 57th St., N. Y. C.
Wenzel Projector Co., 2505-19 S. State, Chicago, 111.
Westrex Corp, 111 8th Ave., New York II, N. Y.
1418-FILM HANDLING DEVICES
Bollontyne Co., 1712 Jackson, Omaha 2, Nebr.
Century Projector Corp., 729 7th Ave., N.Y. 19, N.Y.
Horwold Co., The, 1216 Chicago Ave., Evonston, 111.
Hollywood Film Co., 946 N. Seward, Hollywood, Calif.
Mognasync Mfg. Co., 5517-23 Satsumo Blvd., North
Hollywood, Calif.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Neumode Products Corp., 250 W. 57th St., N. Y. C.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., New
York 34, N. Y.
Wenzel Projector Co., 2505-2519 So. State St.. Chicago
16, III.
Westrex Corp, 111 8fh Ave., New York 11, N. Y
1419-FILM MAGAZINES
Bollontyne Co., I7I2 Jackson St., Omaha 2, Neb.
Century Projector Corp., 729 7th Ave., N. Y. C.
Hornstein, Inc., Joe, 341 W. 44th St., New York 36,
N. Y.
International Projector Corp., 55 La. France Ave.,
Bloomfield, N. J.
Motiograph, Inc., 4431 W. Loke St., Chicogo 24, III.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Poromel Electronics Corp., 3956 W. Belmont, Chicago
18, 111.
RCA Theotre Equip. Sale» BIdg. 15-1, Front & Cooper
Sts., Comden, N. J.
92 WHEN WRITING MANUFACTURERS OR THEIR DISTRIBUTORS PLEASE MENTION

j FREE Postcards are provided at Page 82 to bring you full information, prices, etc., on any Advertised Product PROJECTION
S.O.S. Cinema Supply Corp., 602 West 52nd St., New
York 19, N. Y.
Wenzel Projector Co., 2505-19 S. State, Chicago, III.
Westrex Corp, 111 8th Ave., New York 11, N. Y.
Edward H. Wolk, 1241 S. Wabash, Chicogo 25, III.
1420-FILM MEASURING MACHINES
Ballantyne Co., The, 1712 Jackson, Omaha 2, Nebr.
Hollywood Film Co., 946 N. Seward, Hollywood, Colif.
Motion Picture Accessories Co., Box 240, Dayton, Ore.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
S.O.S. Cinema Supply, 602 W. 52nd St., N. Y. C.
Westrex Corp., Ill 8th Ave., New York 11, N. Y.
1421-FILM REELS
Ace Electric Mfg. Co., 1458 Shakespeare, N.Y. 52, N.Y.
Ballantyne Co., 1712 Jackson St., Omaha 2, Neb.
Poromel Electronics Corp., 3956 West Belmont Ave.,
Chicago 18, III.
Goldberg Bros., 1745 Wazee St., Denver, Colo.
Hollywood Film Co., 946 N. Seward, Hollywood, Calif.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
S.O.S. Cinema Supply Corp., 602 West 52nd St., New
York 19, N. Y.
Wenzel Projector Co., 2505-19 S. State, Chicago, 111.
Westrex Corp., Ill 8th Ave., New York 11, N. Y.
1422-FiLM REWINDERS
The Ballantyne Co., 1712 Jackson, Omaha 2, Neb.
Century Projector Corp., 729 7th Ave., N. Y. 19, N. Y.
Paromel Electronics Corp., 3956 W. Belmont Ave.,
Chicago 18, III.
Goldberg Bros., 1745 Wazee St., Denver, Colo.
GoldE Mfg. Co., 4888 No. Clark, Chicago 40, III.
International Projector Corp., 55 La France Ave.,
Bloomfield, N. J.
Lokewood Automotic Rewind Switch Co., 1298 Hathaway,
Lokewood 7, Ohio.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Neumade Products Corp., 250 W. 57th St., N. Y. C.
S.O.S. Cinema Supply, 602 W. 52nd St., N. Y. 19, N. Y.
Wenzel Projector Co., 2505-19 S. State, Chicago, III.
Westrex Corp., Ill 8th Ave., New York 11, N. Y.
Edward H. Wolk, 1241 S. Wabash, Chicago, III.
1423-FILM SCRAPERS
Ace Electric Mfg. Co., 1458 Shakespeare, N.Y. 52, N.Y.
Ballantyne Co., The, 1712 Jackson, Omaha 2, Nebr.
Griswold Machine Works, 412 Main, Port Jefferson,
L. I., N. Y.
National Theatre Supply, 92 Gold St., New York 38,
N. Y.
S.O.S. Cinema Supply Corp., 602 West 52nd St., New
York 19, N. Y.
Westrex Corp., Ill 8th Ave., New York II, N. Y.
1424-FILM SPLICERS
Ace Electric Mfg. Co., 1456 Shakespeare, N.Y. 52, N.Y.
Ballantyne Co., The, 1712 Jackson, Omaha 2, Nebr.
DeVry Corp., 1111 Armitoge Ave., Chicago 14, III.
Griswold Mach. Wks., 412 Main, Port Jefferson, N. Y.
Horwald Co., The, 1216 Chicago Ave., Evanston, III.
Hollywood Film Co., 946 N. Seward, Hollywood 38,
Calif.
National Theatre Supply, 92 Gold St., New York, N. Y.
S.O.S. Cinema Supply Corp., 602 West 52nd St., New
York 19, N. Y.
Wenzel Projector Co., 2505-19 S. State, Chicago, III.
Westrex Corp., Ill 8th Ave., New York 11, N. Y.
FILM TRAP COOLERS-See T410
1425-FIRE SHUHERS, PROJECTION
Ballantyne Co., The, 1712 Jackson, Omaha 2, Nebr.
Century Projector Corp., 729 7th Ave., N. Y. 19, N. Y.
Foige & Associates, Doc, 630 Ninth Ave., New York
36, N. Y.
Motiogroph, Inc., 4441 W. Lake St., Chicago 24, III.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Norpat Sales, Inc., 45 W. 45th St., N. Y. 36, N. Y.
Radio Corp of America, Camden 3, N. J.
Roytone Screen Corp., 165 Clermont, Bklyn 5, N. Y.
S.O.S. Cinema Supply Corp., 602 W. 52nd, N. Y. C.
Westrex Corp., Ill 8th Ave., New York 11, N. Y.
1426-INTERMITTENT MOVEMENTS
The Ballantyne Co., 1712 Jackson, Omaha 2, Nebr.
Century Projector Corp., 729 7th Ave., N. Y. 19, N. Y.
Hornstein Co., Inc., Joe, 341 W. 44th St., New York
36, N. Y.
International Projector Corp., 55 La France Ave.,
Bloomfield, N. J.
LoVezzi Machine Works, 4635 W. Lake St., Chicago
44, III.
Motiogroph, Inc., 4431 W. Lake, Chicago, III.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Paromel Electronics Corp., 3956 W. Belmont Ave.,
Chicago 18, III.
RCA Theatre Equip. Sales BIdg. 15-1, Front & Cooper
Sts., Camden, N. J.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
Wenzel Projector Co., 2505-19 S. Stote, Chicago, III.
Westrex Corp., Ill 8th Ave., New York 11, N. Y.
Edward H. Wolk, 1241 S. Wabash, Chicago 5, III.
LAMPHOUSE BLOWERS-See 1429
1428-LAMPHOUSE SUPPORTS
Ballantyne Co., The, 1712 Jackson, Omaha 2, Nebr.
Century Projector Corp., 729 7th Ave., N. Y. 19, N. Y.
International Projector Corp., 55 Lo France Ave.,
Bloomfield, N. J.
Motiogroph, Inc., 4431 W. Lake, Chicago, III.
Notional Theatre Supply, 92 Gold St., N.Y. 38, N.Y.
Paromel Electronics Corp, 3956 W. Belmont Ave.,
Chicago 18, HI.
RCA Theatre Equip. Soles BIdg., Front & Cooper, 15-1,
Camden 2, N. J.
S.O.S. Cinema Supply Corp., 602 W. 52nd N. Y. C.
Wenzel Projector Co., 2505-19 S. State, Chicago 16, III.
Edward H. Wolk, 1241 S. Wobash, Chicago, III.
1429-LAMPHOUSE & PORTHOLE BLOWERS
Ballantyne Co., The, 1712 Jackson, Omaha 2, Nebr.
Drive- In Theatre Mfg. Co., 505 W. 9th St., Kansas
City, Mo.
Motiogroph, Inc., 4441 W. Lake St., Chicago 24, III.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Westrex Corp., Ill 8th Ave., New York 11, N. Y.
1430-LENS ASSEMBLIES
Ballantyne Co., 1712 Jackson, Omoha 2, Neb.
Bousch & Lomb Opticol Co., 720 St. Paul St., Rochester
2, N. Y.
Century Projector Corp., 729 7th Ave., N.Y. 19, N.Y.
Drive-ln Theatre Mfg. Co., 505 W. 9th St., K. C, Mo.
International Projector Corp., 55 La France Ave.,
Bloomfield, N. J.
.Kollmorgen Optical Corp., 30 Church St., N.Y.7, N.Y.
Motiogroph, Inc., 4431 W. Lake St., Chicago 24, III.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Paromel Electronics Corp., 3956 West Belmont Ave.,
Chicago 18, III.
Projection Optics Co., 330 Lyell Ave., Rochester, N. Y.
RCA Theatre Equip. Soles, Front & Cooper, 15-1,
Camden, N. J.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
Vidoscope Corp., 730-5th Ave., N. Y., N. Y.
Wenzel Projector Co., 2505-9 S. State, Chicago 16, III.
Westrex Corp., lll-8th Ave., New York 11, N. Y.
Wollensak Optical Co., Rochester 21, New York.
1431-LENSES, ANAMORPHIC
See LENS ASSEMBLIES
1432-LENSES, PRIME
Ballantyne Co., 1712 Jockson St., Omaha 2, Neb.
Bousch & Lomb Opticol Co., 720 St. Paul St.,
Rochester 2, N. Y.
Century Projector Corp., 729 7th Ave., N. Y. 19, N. Y.
Drive-ln Theatre Mfg. Co., Div. of DIT-MCO, Inc.,
505 W. 9th St., Kansas City, Mo.
Wolter F. Futter, 625 Madison Ave., N. Y. 22, N. Y.
GoldE Mfg. Co., 4888 No. Clork, Chicago 40, III.
Isco Optical Works, 705 Bronx River Rd., Bronxville
8, N. Y.
Kollmorgen Opticol Corp., 347 King St., Northampton,
Mass.
Motiogroph, Inc., 4431 W. Lake St., Chicago 24, III.
National Screen Service, 1600 Broadway, N. Y., N. Y.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Pacific Optical Corp., 5965 West 98th St., Los Angeles
45, Colif.
Projection Optics Co., Inc., 330 Lyell Ave., Rochester,
New York.
Radiant Mfg. Corp., 1209 S. Taltnan Ave., Chicago
8, III.
Roytone Screen Co., 165 Clermont, Brooklyn, N. Y.
RCA Theatre Equip. Soles, Front and Cooper Sts.,
Camden, N. J.
J. E. Robin, Inc., 267 Rhode Island Ave., East Orange,
N. J.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
Star Cinema Supply, 447 W. 52nd St., N. Y., 19, N. Y.
Trans-Lux Corp., 1270 Sixth Ave., New York 20, N. Y.
Vidoscope Corp., 730-5th Ave., N. Y., N. Y.
Westrex Corp., Ill 8th Ave., New York 11, N. Y.
Wollensak Opticol Co., Rochester 21, N. Y.
1433-MAGAZINE DOOR STOPS
1712 Jackson, Omaha, Neb.
Ballantyne Co.,
Century Projector Corp., 729 7th Ave., N.Y. 19, N.Y.
Motiogroph, Inc., 4431 W. Loke St., Chicago 24, III.
Notionol Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Radio Corp. of America, Camden 3, N. J.
Wenzel Projector Co., 2505 S. State, Chicago 16, III.
MAGAZINES-See 1419
1434-MOTORS
Automatic Devices Co., 116 N. 8th, Allentown, Po.
Ballantyne Co., 1712 Jackson, Omoha, Neb.
Century Electric Co., St. Louis 3, Mo.
Century Projector Corp., 729 7th Ave., N.Y. 19, N.Y.
Gale Dorothea Mechanisms, Inc., Elmhurst L. I., N.Y.
General Electric, Schenectady, N. Y.
Hertner Electric Co., 12690 Elmwood Ave., Cleveland
11, Ohio.
International Projector Corp., 55 Lo France Ave.,
Bloomfield, N. J.
Mognosync Mfg. Co., Ltd., 5517 Satsumo, No. Hollywood,
Calif.
Motiogroph, Inc., 4441 W. Loke, Chicago 24, III.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Paromel Electronics Corp., 3956 W. Belmont Ave.,
Chicago 18, III.
Radio Corp. of America, Camden 3, N. J.
J. E. Robin, Inc., 267 Rhode Island Ave., East Orange,
N. J.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
Wagner Electric Corp., St. Louis, Mo.
Wenzel Projector Co., 2509-19 S. State, Chicago 16, III.
1 435-MOTOR-GENERATORS
Automatic Devices Co., 2121 S. 12th St., Allentown,
Po.
The Ballantyne Co., 1712 Jackson St., Omaha 2, Neb.
Century Electric Co., St. Louis, Mo.
Cinematic Corp., 122 Washington, Bloomfield, N. J.
Eprod, 1206 Cherry, Toledo 7, Ohio.
General Electric Apparatus Soles Div., 1 River Rd.,
Schenectady, N. Y.
Hertner Electric Co., 12690 Elmwood Ave., Cleveland
1 1, Ohio.
Motiogroph, Inc., 4441 W. Lake, Chicago, III.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
RCA Theatre Equip. Soles, BIdg. 15-1, Front & Cooper
Sts., Camden, N. J.
J. E. Robin, Inc., 267 Rhode Island Ave., East Orange,
N. J.
Westinghouse Electric Corp., 306 Fourth Ave., Pitt»-
burgh 30, Pa.
PORTHOLE BLOWERS-See 1429
PHOTO ELECTRIC CELLS-See 1811
1436-PORTABLE SOUND PROJECTORS
Ballantyne Co., 1712 Jackson, Omaha, Neb.
Century Projector Corp., 729 7th Ave., N. Y. 19, N. Y.
International Projector Corp., 55 Lo France Ave.,
Bloomfield, N. J.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Norpat, Inc., 113 W. 42nd St., New York 36, N. Y.
Paromel Electronics Corp., 3956 W. Belmont, Chicago
18, III.
Radio Corp. of America, Camden 3, N. J.
S.O.S. Cinema Supply, 602 W. 52nd St., N.Y., N.Y.
Victor Animotograph Corp., Davenport Bonk BIdg.,
Davenport,
Iowa.
Weber Machine Corp., 59 Rutter, Rochester 6, N. Y.
Westrex Corp., Ill 8th Ave., New York 11, N. Y.
1437-PROJECTION ARC LAMPS
C. S. Ashcroft Mfg. Co., 36-32 38th St., L. I., N. Y.
Ballantyne Co., 1712 Jackson St., Omaha 2, Neb.
Bousch & Lomb Optical Co., 721 St. Paul St.,
Rochester 2, N. Y.
Hornstein, Inc., Joe, 341 W. 44th St., New York 36,
N. Y.
III.
J. E. McAuley Mfg. Co., 554 W. Adorns, Chicago,
Motiogroph, Inc., 4431 W. Lake, Chicago, III.
Notional Theatre Supply,
RCA Theatre Equip. Soles,
92 Gold
BIdg.
St.,
15-1,
N. Y., N. Y.
Front i Cooper
Sts., Camden, N. J.
J. E. Robin, Inc., Island, 267 Rhode East Orange, N.J.
S.O.S. Cinema Supply, 602 W. 52nd St., N. Y., N. Y.
Star Cinema Supply Co., 447 W 52nd St., New York
19, N. Y.
Strong Electric Corp., The, 87 City Pork Ave., Toledo
1, Ohio
Westrex Corp., Ill 8th Ave., New York 11, N. Y.
1438-PROJECTION CARBONS
Ballantyne Co., I7I2 Jackson, Omoho, Neb.
Carbons, Inc., 400 Myrtle Ave., Boonton, N. J.
Helios Carbons, Inc., 122 Washington St., Bloomfield,
N. J.
Lorraine Carbon, Inc., 400 Myrtle Ave., Boonton, N.J.
Notional Carbon Co., 30 E. 42nd St., N. Y. 17, N. Y.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Radio Corp. of America, Camden 3, N. J.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
Westrex Corp., Ill 8th Ave., New York 11, N. Y.
1439-PROJECTOR PARTS
The Ballantyne Co., 1712 Jackson St., Omaha, Neb.
Century Projector Corp., 729 7th Ave., N. Y. 19, N. Y.
Faige & Associates, Doc, 630 Ninth Ave., New York
36, N. Y.
Hornstein, Inc., Joe, 341 W. 44th St., New York 36,
N. Y.
International Projector Corp., 55 La France Ave.,
Bloomfield, N. J.
LaVezzi Machine Works, 4635 W. Lake St., Chicago
44, III.
Motiogroph, Inc., 4431 W. Lake, Chicago, III.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Paromel Electronics Corp., 3956 W. Belmont Ave.,
Chicago 18, III.
RCA Theatre Equip. Sales, BIdg. 15-1, Front & Cooper
Sts., Camden, N. J.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
Wenzel Projector Corp., 2505 S. State, Chicogo, IlL
Westrex Corp., Ill 8th Ave., New York II, N. Y.
Edward H. Wolk, 1241 S. Wobosh, Chicago, III.
1440-PROJECTOR PEDESTALS
Ballantyne Co., 1712 Jackson St.. Omoho 2, Neb.
Century Projector Corp., 729 7th Ave., N.Y. 19, N.Y.
Hornstein, Inc., Joe, 341 W. 44th St., New York 36,
N. Y.
"THE KEY TO BETTER BUYING" DIRECTORY OF THE MODERN THEATRE 93

PROJECTION Use the Index of Advertised Products at Page 82 to find od-data herein on popular items.
International Projector Corp., 55 La Franca Ave.,
Bloomfield, N. J.
Motiograph, Inc., 4431 W. Lake, Chicago, III.
Notional Theotre Supply, 92 Gold St., N. Y. 38, N. Y
Poromel Electronics Corp., 3956 Belmont Ave., Chicago
18, III.
RCA Theatre Equip. Sales, BIdg. 15-1, Front & Cooper
Sts., Camden, N. J.
J. E. Robin, Inc., 267 Rhode Island, East Oronge, N. J.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
Weber Machine Corp., 59 Rutter, Rochester 6, N. Y.
Wenzel Projector Co., 2505 S. Stote St., Chicago, III.
Westrex Corp., Ill 8th Ave., New York II, N. Y.
Edward H. Wolk, 1241 S. Wabash, Chicago, III.
1441 -RECTIFIER BULBS
Bollcntyne Co., 1712 Jackson, Omaha 2, Neb.
Continental Electric Co., 715 Hamilton, Geneva, III.
General Electric Co., Apparatus Sales Div., 1 River
Rd., Schenectady 5, N. Y.
Gordos Corp., 250 Glenwood Ave., Bloomfield, N. J.
Kneisley Electric Co., 2501-9 Lagrar>ge St., Toledo, O.
McColpin-Christie Corp., 3410 W. 67th, Los Angeles
37, Calif.
Motiograph, Inc., 4431 W. Lake, Chicago, III.
National Theotre Supply, 92 Gold, St., N. Y. 38, N. Y.
RCA Tt>eatre Equip. Soles BIdg., Front & Cooper,
15-1, Comden 2, N. J.
J. E. Robin, Inc., 267 Rhode Island Ave., East Orange,
N. J.
S.O.S. Cinema Supply Corp., 602 W. 52rHl St., New
York 19, N. Y.
Westinghouse Lamp Div., MacArthur Ave., Bloomfield,
N. J.
Westrex Corp., Ill 8th Ave., New York 11, N. Y.
1442-REaiFIERS, BULB TYPE
Bolder Electric Co., 435 Duncan Ave., St. Louis, Mo.
Bollontyne Co., 1712 Jackson, Omaha 2, Neb.
Cinematic Corp., 122 Washington, Bloomfield, N. J.
Continental Electric Co., 715 Hamilton, Geneva, III.
Faige & Associates, Doc, 630 Nintti Ave., New York
36, N. Y.
Garver Electric Co., R 224 N. Columbia St., Union
City,
Ind.
General Electric Co., Apparatus Sales Div., 1 River
Rd., Schenectody 5, N. Y.
Kneisley Elec. Co., 2501-9 Lagrange St., Toledo, Ohio.
Motiograph, Inc., 4431 W. Lake, Chicago, III.
Nationol Theotre Supply, 92 Gold St., N. Y. 38, N. Y.
RCA Theatre Equip. Sales, Front & Cooper Sts., Camden,
N. J.
S.O.S. Cinema Supply, 602 W. 52nd, N. Y., N. Y.
Strong Electric Corp., 87 City Pork Ave., Toledo, Ohio.
1443-REaiFIERS, COPPER OXIDE
Bollontyne Co., The, 1712 Jackson, Omaha 2,
Neb.
Century Projector Corp., 729 7th Ave., N. Y. 19, N. Y.
Foige & Associates, Doc, 630 Ninth Ave., New York
36, N. Y.
General Electric Co., Apparatus Soles Div., I River
Rd., Schenectady 5, N. Y.
McColpin-Christie Corp., Ltd., 3410 W. 67th St., Los
Angeles 43, Calif.
Motiogroph, Irw:., 4431 W. Lake, Chicago, III.
Notional Theotre Supply, 92 Gold St., N. Y. 38, N. Y.
RCA Theatre Equip. Soles, BIdg. 15-1, Front & Cooper
Sts., Camden, N. J.
S.O.S. Cinema Supply Corp., 602 W. 52n

FREE Posfcords ore provided at Page 82 to bring you full information, prices, etc., on any Advertised Product
SANITATION
National Emergency Light Co., 214 Beuemer BIdg.,
Pittsburgh 22, Pa.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
D. W. Onan & Sons, Inc., University Ave., S. E. at
25th, Minneapolis M, Minn.
J. E. Robin, Inc., 267 Rhode IslorKl Ave., East Orange
N. J.
S.O.S. Cinema Supply Corp, 602 W. 52nd St., New
York 19, N. Y.
Surrette Storage Battery Co., Inc., Jefferson Ave.,
Solem, Mass.
U-C Lite Mfg. Co., 1 050 W. Hubbard St., Chicago 22,
1504-EXIT DEVICES-PANIC DOORS
Bolch Gloss Door Exit Release, 1725 Silver Lake
Blvd., Los Angeles, Catif.
C&R Enterprises, 213 So. 2nd St., Sterling, Colo.
Hoy, Daniel C, 8808 Wilshire Blvd., Beverly Hills,
Calif.
Minn. Fire Extinguisher Co., 2480 University, St. Poul
14, Minn.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Phillips Pottern & Mfg. Co., 5215 Tweedy Blved., So.
Gate, Calif.
Sargent 8. Co., 45 Water St., New Haven, Conn.
1505-FIRE ALARMS
Autofyrstop Co., 2035 Woshington Ave., Philo. 46, Po.
Darley Co., 2810 Washington Blvd., Chicogo 12, III.
Edwards Co., 90 Connecticut Ave., Norwalk, Conn.
Faraday Electric Corp., Adrion, Mich.
Federol Electric Co., 8700 S. State, Chicago 19, III.
Fireye Corp., 77 Broadway, Cambridge, Moss.
Fyr-Fyter Co., 221 Crone St., Dayton I, Ohio.
Int'l Fire Equip. Corp., Staten Island, N. Y.
Lightolorms, Inc., 95 Atlantic Ave., Brooklyn 1, N. Y.
Minn. Fire Extinguisher Co., 2480 University, St. Paul
4, Minn.
Notionol Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Rockwood Sprinkler, 34 Horlow, Worcester 5, Mass.
Walter Kidde 4 Co., 683 Main St., Belleville 9, N. J.
1506-FIRE ESCAPES
Eureka Iron Works, Newburg, N. Y.
Mesker, George L., Steel Corp., Evonsville 8, Ind.
Smith Wire & Iron Works, Inc., F. P., 2340 N. Cloybourne
Ave., Chicago 14, III.
1507-FIRE EXTINGUISHERS & SYSTEMS
Americon-LoFrance-Foamite Corp., 115 E. LaFrance
St., Elmira, N. Y.
Autofyrstop Co., 2035 Washington, Phila., Pa.
Automatic Sprinkler Corp., Youngstown 1, Ohio.
Badger Fire Extinguisher Co., Somerville, Mass.
Buffalo Fire App. Corp., 221 Crane, Dayton 1, Ohio.
Firex Corp., 516 So. Broadway, St. Louis 2, Mo.
Fyr-Fyter Co., 221 Crone St., Dayton 1, Ohio.
General Pacific Corp., 1501 E. Washington Blvd., Los
Angeles 31, Calif.
Globe Sprinkler Co., 21st & Woshington, Philo., Pa.
Grinnell Co., 260 W. Exchange St., Providence, R. I.
International Fire Equip. Corp., Staten Island, N. Y.
Kidde & Co., Walter, 683 Main St., Belleville, N. J.
Liberty Fire Extinguisher Co., Milford, Mich.
Minn. Fire Extinguisher Co., 2476 University Ave.,
St. Paul 4, Minn.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Neumode Prod. Corp., 330 W. 42nd St., N. Y. 36, N. Y.
Pyrene Mfg. Co., U. S. Highway 1, Newark 8, N. Y.
Red Comet, Inc., Red Comet BIdg., Littleton, Colo.
Rockwood Sprinkler, 38 Harlow, Worcester 5, Mass.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
U. S. Rubber Co.,
York 20; N. Y.
1230 Ave of the Americos, New
1508-FIRE HOSE RACKS AND REELS
Americon-LoFronce-Foamite Corp., 115 E. LaFrance
St., Elmira, N. Y.
Fyr-Fyter Co., 221 Crane St., Dayton 1, Ohio.
General Detroit Corp., 2272 E. Jefferson Ave., Detroit,
Mich.
General Pacific Corp., 1501 E. Washington Blvd.,
Los Angeles 31, Calif.
Hecht Rubber Co., 14 E. Boy St., Jacksonville 2, Flo.
Kidde & Co., Inc., Walter, Belleville 9, N. J.
Minnesota Fire Extinguisher Co., Inc., 2480 University
Ave., St. Paul 14, Minn.
U. S. Rubber Co.,
York 20, N. Y.
1230 Ave. of the Americas, New
1509-FIREPROOF FABRICS
Du Pont de Nemours & Co., Inc., E. I., Wilmington
98, Del.
Hubert Mitchell, Inc., P. O. Box 49, Hortselle, Ala.
Mohorom Fabric Corp., 130 W. 46th St., N. Y., N. Y.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
NevaBurn Prod. Co., 17 W. 60th, New York 23, N. Y.
New York Flameproof ing Co., 115 Christopher St.,
New York City 14.
Owens-Corning Fiberglos Corp., Toledo 1, Ohio.
Pantosote Corp., of N. J., New York 22, N. Y.
Thortel Fireproof Fabrics, 101 Pork Ave., N.Y. 17, N.Y.
U. S. Rubber Co., 1230 Ave. of the Americas, New
York 20, N. Y.
1510-FIREPROOFING COMPOUNDS
Foige & Associates, Doc, 630 9th Ave., N. Y. 36, N. Y.
Flomecheck Corp. of America, Cambridge, Mass.
Flomort Chemical Co., 746 Natomo, San Francisco
3, Calif.
Fyr-Fyter Co., 221 Crone St., Dayton 1, Ohio.
Imperiol Products Co., 1600 Fontain, Philo. 22, Pa.
Minn. Fire Extinguisher, 2476 University Ave., St.
Paul 4, Minn.
Monsanto Chemical Co., Merrimac Div., Everett St.,
Boston, Mass.
Notionol Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
NevaBurn Prod. Corp., 17 W. 60th, N. Y. 23, N. Y.
New York Flameproof ing Co., 115 Christopher, New
York 4, N. Y.
Signal Chemical Mfg. Co., 3110 E. 130th, Cleveland
20, Ohio.
U. S. Rubber Co., 1230 Ave. of the Americas, New
York 20, N. Y.
1511-FIRE RETARDANT PAINTS
AIbi Mfg. Co., 29 Bortholmew Ave., Hartford, Conn.
DuPont de Nemours & Co., Inc., £. I., Wilmington
98, Del.
Flomort Chemical Co., 746 Natomo St., Son Francisco
3, Calif.
F. R. P. Corp., Box 1206, Chicago, 111.
Fyr-Kote Co., 1823 Woshington Ave., St. Louii, Mo.
Minn. Fire Extinguisher Co., 2480 University, St. Poul
14, Minn.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
New York Flomeproofing Co., 115 Christopher, New
York City.
Pittsburgh Plate Glass, One Gateway Center, Pittsburgh
22, Pa.
Spatz Point Industries, Inc., 5237 Manchester, St.
Louis, Mo.
SAFETY LADDERS-See 2212
1512-SMOKE DETECTING SYSTEMS
Autofyrstop Co., 2035 Washington, Philo., Po.
Cordox Corp., 307 N. Michigan Ave., Chicago, III.
Fireye Corp., 77 Broadway, Cambridge, Moss.
Kidde & Co., 683 Moin St., Belleville 9, N. J.
Minn. Fire Extinguisher Co., 2476 University Ave.,
St. Poul 4, Minn.
16 SANITATION
1601 -BLOWERS FOR DUST AND LIHER
American Floor Surfacing Machine Co., 518 S. St. Clair
St., Toledo 3, Ohio
Breuer Electric Mfg. Co., 5100 N. Roveruwood Ave.,
Chicago 40, III.
Doyle Vacuum Cleaner Company, 225 Stevens St.,
S.W., Grand Rapids 2, Mich.
Hild Floor Machine Co., 740 W. Washington Bdvd.,
Chicago 6, III.
Huntington Labs., Inc., 900-970 E. Tipton St., Huntington,
Ind.
Ideal Industries, Inc., Park & Borden Aves., Sycamore,
III.
National Super Service Co., Inc., 1946 N. 13th St.,
Toledo 2, Ohio.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N> Y.
Pullman Vacuum Cleaner Corp., 25 Buick St., Boston
15, Mass.
Rochlin Soles Co., Inc., 15 So. 21st St., Philo. 3, Po.
Spencer Turbine Co., The, 486 New Pork Ave., Hartford
6, Conn.
1602-BRUSHES & BROOMS
Fuller Brush Co.,' Hartford, Conn.
Horper Brush Works, Fairfield^ Iowa.
1603-BRUSHES, ELECTRICAL
Carbons, Inc., 400 Myrtle Ave., Boonton, N. J.
1604-CARPET SHAMPOO MACHINES
American Floor Surfacing Co., 518 So. Clair St.,
Toledo 3, Ohio.
Breuer Electric Mfg. Co., 5100 N. Rovenswood Ave.,
Chicago 40, III.
Hild Floor Machine Co., 740 Washington Blvd., Chicago,
III.
Kent Co., Inc., The, 884 Canal St., Rome, N. Y.
Multi-Clean Products, Inc., 2277 Ford Parkway, St.
Paul 1, Minn.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Rochlin Soles Co., Inc., 15 S. 21st St., Philo. 3, Po.
West Disinfecting Co., 42-16 West St., Long Island
City 1, N. Y.
1605-CARPET SWEEPERS, TRACTION
Notional Theotre Supply, 92 Gold St., N. Y. 38, N. Y.
Wagner Mfg. Co., E. R., 4601 N. 32nd St., Milwaukee
16, Wis.
1606-CLEANSING COMPOUNDS
Brulin & Co., 2939 Columbio Ave., Indianapolis 7, Ind.
Continental Cor-No-Vor Corp., Brazil, Ind.
Hild Floor Machine Co., 740 W. Woshington, Chicago,
III.
Holcomb Mfg. Co., Inc., J. I., 1601 Borth Ave., Indionopolis,
Ind.
Huntington Loborotories, Inc., 900-970 E. Tipton,
Huntington, Ind.
Imperial Products Co., 1600 Fontain, Philo. 21, Pa.
Kinner Products Co., 13325 E. Brood St., Potoskola, O.
Multi-Cleon Products, Inc., 2277 Ford Pkwy., St. Paul
1, Minn.
Mystic Foam Corp., 2003-7 St. Cloir Ave., Cleveland,
Ohio.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Porlee Co.,- Inc., 829 Fort Wayne Ave., Ind'pls 2, Ind.
Rochlin Soles Co., Inc., 15 So. 21st St., Philo. 3, Po.
Robertson Prod. Co., theo. B., 700-704 W. Division
St., Chicago 10, III.
Rosco Laboratories, 367 Hudson, Brooklyn 1, N. Y.
Signal Chemical Mfg. Co., 2648-50 Woodhill, Clevelond
4, Ohio.
Smith Co., Roy, 365 Park St., Jacksonville, Flo.
West Disinfecting Co., 42-16 West St., Long Island
City 1, N. Y.
Wyondotte Chemicals Corp., J. B. Ford Div., 1609
Biddle, Wyandotte, Mich.
1607-DEODORANTS AND DISINFECTANTS
Brulin & Co., 2939 Columbia Ave., Indionopolis 7, Ind.
Continental Car-No-Vor Corp., Brazil, Ind.
Dow Chemical Co., The, Midland, Mich.
Huntington Loborotories, Inc., 900-970 E. Tipton,
Huntington, Ind.
Imperial Prod., Inc., 1600 Fontain, Philo. 21, Po.
Notionol Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Pic Corporation, 837 Broadway, Newark, N. J.
Ookite Products, Inc., 19 Rector St., New York 6, N.Y.
Rosco Laboratories, 367 Hudson, Brooklyn 1, N. Y.
Smith Co., D. B., 414 Moin St., Utico, N. Y.
Universal Chemical Co., 1630 E. 25th, Cleveland, O.
West Disinfecting Co., 42-16 West St., L.I.C., 1, N. Y.
Wyandotte Chemicals Corp., J. B. Ford Div., 1609
Biddle, Wyandotte, Mich.
1608-DEODORIZERS, OZONE GENERATORS
Abbeon Supply Co., 179-15 Jamaica Ave., Jamaica
32, N. Y.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Thermolotor Corp., 1628 Victory Blvd., Glendole, Calif.
DRAIN CLEANERS-See 1630
1609-DUST PANS, AUTOMATIC
ExCell Products, 2039 W. Churchill, Chicago 47, 111.
Lowronce Metal Prod., Inc., 434 Broadway, N. Y. C.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
ELECTRIC HAND DRIERS-See 1303
1610-FLOOR CLEANING MATERIALS
American Floor Surfacing Machine Co., 518 So. St.
Cloir St., Toledo, Ohio.
Armstrong Cork Co., Liberty St., Loncoster, Po.
Breuer Electric Mfg. Co., 5100 N. Rovenswood Ave.,
Chicago 40, III.
Brulin & Co., 2939 Columbia Ave., Indionopolis 7, Ind.
Congoleum-Noirn, Inc., 195 Belgrove, Kearny, N. J.
Continental Car-No-Vor, Brazil, IrxJ.
The Flintkote Co., Tile-Tex Div., 1232 McKinley Ave.,
Chicago Heights, III.
Holcomb Mfg. Co., Inc., J. I., 1601 Borth Ave.,
Indianapolis, Ind.
Hollingsheod Corp., 848 Cooper St., 2, Camden N. J.
Huntington Lobs., Inc., 970 E. Tipton St., Huntington,
Ind.
Imperial Prod. Inc., 1600 Fontain, Philo. 21, Po.
Multi-Clean Products, Inc., 2277 Ford Pkwy, St. Paul,
Minn.
Notional Theotre Supply, 92 Gold St., N. Y. 38, N. Y.
Ookite Products, Inc., 19 Rector St., New York 6, N.Y.
Pittsburgh Plate Glass Co., One Gateway Center,
Pittsburgh 22, Po.
Signal Chemical Mfg. Co., 2648-50 Woodhill, Cleveland,
Ohio.
Smith Co., Roy, 365 Pork St., Jocksonville, Flo.
Tropical Point Co., 1246 W. 70th, Cleveland 2, Ohio.
United Loborotories, Inc., 16801 Euclid, Cleveland, O.
Universal Chemical Co., 1630 E. 25th, Cleveland, O.
West Disinfecting Co., L. I. City 1, N. Y.
Wyandotte Chemicals Corp., J. B. Ford Div., 1609
Biddle, Wyandotte, Mich.
1611 -FLOOR SCRUBBERS, POLISHERS, ETC
American Floor Surfacing Moch. Co., 518 St. Clair,
Toledo 3, Ohio.
Breuer Electric Mfg. Co., 5102 N. Rovenwood Ave.,
Chicago 40, III.
Brulin & Co., 2939 Columbia Ave., Indianapolis 7, Ind.
Continental Cor-No-Vor Corp., Brazil, Ind.
Foige & Associates, Doc, 630 9th Ave., N. Y. 36, N. Y.
General Floorcroft, 333 Ave. of Americas, N. Y. C.
Hild Floor Machine Co., 740 W. Washington, Chicago,
III.
Holcomb Mfg. Co., Inc., J. I., 1601 Borth Ave., Indianapolis,
Ind.
Hoover Co., North Canton, Ohio.
Huntington Loborotories, Inc., 900-970 E. Tipton St.,
Huntington, Ind.
Johnson & Sons, Inc., S. C, Racine, Wis.
Kent Co., Inc., The, 884 Canal St., Rome, N. Y.
Lowler Co., 125 N. Aberdeen St., Chicago, III.
Multi-Clean Products, Inc., 2277 Ford Pkwy., St. Paul
1, Minn.
Notionol Super Service Co., 1946 No. 13th St., Toledo
2, Ohio.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
West Disinfecting Co., 42-16 West St., LLC. 1, N. Y.
THE KEY TO BETTER BUYING" DIRECTORY OF THE MODERN THEATRE 95

1
SEATING
Use the Index of Advertised Products at Page 82 to find od-dota herein on popular items.
1612-FLOOR WAXES AND FINISHES
American Floor Surfacing Machine Co., 518 St. Clair
St., Toledo, Ohio
Breuer Electric Mfg. Co., 5102 Rovenswood Ave.,
Chicago 40, III.
Brulin & Co., 2939 Columbia Ave., Indianapolis 7, Ind.
Congoleum-Nairn, Inc., 195 Belgrove, Kearny, N. J.
OuPont de Nemours & Co., Inc., E. I., Wilmington
98, Del.
Flintkote Co., Tile-Tex Div., 1232 McKinley Ave.,
Chicago Heights, til.
Glidden Co., Cleveland 2, Ohio
Hild Floor Machines Co., 740 W. Washington Blvd.,
Chicago 6, til.
Huntington Lobs., Inc., 900-970 E. Tipton, Huntington.
Ind.
Johnson & Co., S. C, Racine, Wis.
Mutti-Cleon Products, Inc., 2277 Ford Partcwoy, St.
Poul 1, Minn.
Ptosti-Kote, Inc., 425 Lakeside Ave., N.W., Cleveland,
Ohio.
Pittsburgh Plote Gloss Co., One Gateway Center,
Pittsburgh 22, Pa.
Universal Chemical Co., 1630 E. 25th, Clevelond, O.
West Disinfecting Co., 42-16 West St., Long Island
City, N. Y.
Wyandotte Chemicals Corp., 1609 Biddle, Wyandotte,
Mich.
1613-GERMICIDAL LAMPS
Acme Products Corp., 212 S. 3rd St., St. Joseph, Mo.
BoMontyne Co., The, 1712 Jockson, Omaha 2, Nebr.
General Electric Co., Lamp Div., 1' River Rd., Schenectady
5, N. Y.
Midwest Fixture Co., 9217 Seneca, St. Louis 14, Mo.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Sperti Faraday, Inc., Cincinnati 12, Ohio
Sylvanio Electric, Inc., 500 5th Ave., N. Y., N. Y.
Ultro-Violct Prod., Inc., 5114 Wolnut Grove Ave.,
San Gabriel, Calif.
1614-GLASS & PORCELAIN CLEANER
Hollingshead Corp., 848 Cooper St., Camden 2, N. J.
Huntington Lobs., Inc., 900-970 E. Tipton, Huntington,
Ind.
Imperiol Prods., Inc., 1600 Fontoin, Phila. 21, Po.
Kinner Products, 13325 East Broad St., Potaskolo, O.
Multi-Clean Prod., Inc., 2277 Ford Porkwoy, St. Poul
1, Minn.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Pittsburgh Plate Glass, One Gateway Center, Pittsburgh,
Pa.
West Disinfecting Co., 42-16 West St., Long Island
City 1, N. Y.
1615-GUM REMOVERS
Imperial Prod., Inc., 1600 Fontoin, Phila. 21, Pa.
Mogicleaner Co., 55 Jones St., Newark 3, N. J.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Theotre Seat Service Co., 160 Hermitage Ave., Nashville
10, Tenn.
Universal Chemical Co., 1630 E. 25th, Cleveland, Ohio.
West Disinfecting Co., 42-16 West St., Long Island 1,
N. Y.
1616-ICE MACHINE CLEANERS
Gorman Co., Inc., 1253 Grover, St. Louis 23, Mo.
1617-INSECTICIDES
•
AND GERMICIDES
Brulin & Co., 2939 Columbia Ave., Indianapolis 7, Ind.
Dow Chemical Co., Midlond, Mich.
DuPont de Nemours & Co., Inc., E. I., Wilmington
98, Del.
Gordener Manufacturing Co., 3655 Borstow St.,
Horicon, Wis.
Holcomb Mfg. Co., Inc., J. I., 1601 Berth Ave.,
Indianapolis, Ind.
Huntington Loborotories, Inc., 900-970 E. Tipton,
Huntington, Ind.
Imperial Prod., Inc., 1600 Fontoin, Phila. 21, Pa.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Ookite Products, Inc., 19 Rector St., New York 6, N. Y.
Pittsburgh Plote Gloss, One Gotewoy Center, Pittsburgh
Po.
Rochlin Soles Co., Inc., 15 So. 21st St., Phila. 3, Pa.
Relionce Chemicol Co., 1005 Broadway, Cleveland 15
Signal Chemical Mfg. Co., 3110 E. 130th St., Clevelond
20, Ohio.
Smith Co., Roy, 365 Pork St., Jocksonville, Flo.
U. S. Rubber Co., 1230 Ave. of Americas, N. Y. C.
Universal Chemical Co., 1630 E. 25th, Cleveland, O.
West Disinfecting Co., 42-16 West St., Long Island
City, N. Y.
Wyariootte Chemicals Corp., Wyorxlotte, Mich.
1618-MOP WAGONS and WRINGERS
Huntirvgton Labs., Inc., 900 E. Tipton St., Huntington,
Ind.
Market Forge Co., Gorvey St., Everett 49, Moss.
Notional Theatre Supply, 92 Gold St., New York, N. Y.
1619-ODOR ABSORBERS
Airkem, Inc., 241 E. 44th St., New York 17, N. Y.
American Dryer Dist. Corp., 1324 Locust, Philo. 7, Po.
Brulin & Co., Inc., 2939-45 Columbia Ave., Indianapolis
7, Ind.
Huntington Labs., IrK., 970 E. Tipton St., Huntington,
IrxJ.
imperiol Products Co., 1600 Fontoin St., Phllo. 21, Po.
Kinner Products, Potaskolo, Ohio.
Notionol Theotre Supply, 92 Gold St., N. Y. 38, N. Y.
Research Products Corp., 1015 E. Woshington Ave.,
Madison 10, Wis.
Universal Chemical Co., 1630 E. 25th, Clevelond, O.
West Disinfecting Co., 42-16 West St., L. I. C. 1, N. Y.
1620-OZONE GENERATORS
American Dryer Dis. Corp., 1324 Locust, Philo. 7, Po.
Electric Deodorizer Co., 459 W. 47th, N. Y., N. Y.
Electroaire Corp., 34-18 37th St., L. I. City, N. Y.
General Ozone Corp., 455 East 57th, N. Y. 23, N. Y.
Imperial Products Co., 1600 Fontoin St., Philo., Po.
Midwest Fixture Co., 9217 Seneca, St. Louis, Mo.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
1621-PAPER TOWELS & TOILET TISSUE
Boy West Poper Co., Green Boy, Wis.
Hoberg Paper Mills, Inc., Green Boy, Wis.
Huntington Lobs., Inc., 900-970 E. Tipton, Huntington,
Ind.
Mosinee Poper Mills Co., 2307 Tribune Tower, Chicago,
111.
Northern Poper Mills, Monroe and Day St., Green
Boy, Wis.
Stotler Tissue Corp., Somerville 43, Moss.
Straubel Paper Co., Green Bay, Wis.
West Disinfecting Co., 42-16 West St., L. I. 1, N. Y.
1622-PERFUMES
Imperial Prod. Co., 1600 Fontoin, Phila. 21, Po.
National Theatre Supply, 92 Gold St., New York 38,
N. Y.
Universol Chemicol Co., 1630 E. 25th, Cleveland, Ohio
West Disinfecting Co., 42-16 West St., L. I. 1, N. Y.
1623-RATiCiDES
Imperial Prod. Co., 1600 Fontoin, Philo. 21, Po.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
West Disinfecting Co., 42-16 West St., L. I. City, N. Y.
1624-RUG AND UPHOLSTERY CLEANER
American Floor Surfacing Machine Co., 518 So. St.
Cloir St., Toledo 3, Ohio.
Artloom Carpet Co., Allegheny & Howard St., Philodelphio,
fa.
Bigeiow-Sonford Carpet Co., 140 Modison Ave., N.Y.C.
brulin & Co., 2939 Columbia Ave., Indianapolis 7, Ind.
Columbus Dixon, Inc., 333 E. 23rd St., N. Y. 10, N. Y.
blamorene. Inc., 270 Park Ave., N. Y. 17, N. Y.
Goodall Fabrics, Inc., 525 Madison Ave., N.Y. 22, N.Y.
Hiid Floor Machine Co., 740 W. Washington, Chicago,
III.
Huntington Lobs., Inc., 900-970 E. Tipton, Huntington,
Ind.
Imperial Prod. Co., 1600 Fontoin, Philo. 21, Po.
Mogicleaner Co., 55 Jones St., Newark 3, N. J.
Mulii-Cleon Products, Inc., 2277 Ford Pkwy, St. Paul,
Minn.
Mystic Foam Corp., 2003 St. Cloir, Cleveland, Ohio
Notional Theotre Supply, 92 Gold St., N. Y. 38, N. Y.
OoKite Products, Inc., 19 Rector St., New York 6, N.Y.
Theatre Seat Service Co., 160 Hermitoge Ave., Nashville
10, Tenn.
United Floor Machine Co., Inc., 7600 S. Greenwood
Ave., Chicago 19, III.
Universal Chemical Co., 1630 E. 25th, Cleveland, 0.
West Disinfecting Co., 42-16 West St., L. I. 1, N. Y.
Wyandotte Chemicals Corp., J. B. Ford Div.,
Wyandotte, Mich.
1625-SANITARY NAPKIN BAGS
Beier & Co., 409 S. Green St., Chicogo 7, III.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
West Disinfecting Co., 42-16 West St., L. I. I, N. Y.
SANITARY RECEPTACLES-See 1633
SHAMPOOING, CARPET-See 1611 and 1624
SOAPS & CLEANERS-See 1606
1626-SOAP DISPENSERS
American Dispenser Co., Inc., 215 4th St., N. Y., N. Y.
Antiseptol Co., 5524 N.W. Highway, Chicago, III.
Bobricii Mfg. Corp., 1839 Bloke, Los Angeles, Colif.
Brom Chemicol Co., 820 65th Ave., Phila. 26, Pa.
Brulin & Co., Inc., 2939-45 Columbio Ave., Indianapolis
7, lr)d.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Rachlin Sales Co., Inc., 15 So. 21st St., Philo. 3, Po.
West Disinfecting Co., 42-16 West St., L. I. C. 1, N. Y.
1630-URINAL CLEANERS & DEORDORANTS
Antle & Co., Inc., 125 Piedmont N. E., Atlanta, Go.
Brulin 8> Co., 2939 Columbia Ave., Indianapolis 7, Ind.
Holcomb Mfg. Co., Inc., J. 1., 1601 Borth Ave.,
Indianapolis, Ind.
Huntington Laboratories, Inc., 900-907 E. Tipton,
Huntington, Ind.
Imperial Prod. Co., 1600 Fontoin, Philo. 21, Po.
Miller Sewer Rod Co., 4642 N. Centrol Ave., Chicogo
30, III.
Ookite Products, Inc., 19 Rector St., N. Y. 6, N. Y.
Soni-Brite Prod. Co., P.O. Box 11, Battle Creek, Mich.
West Disinfecting Co., 42-16 West St., L. I. City, N. Y.
Wyandotte Chemicals Corp., J. B. Ford Div.,
Wyandotte, Mich.
1631-URINAL SCREENS
American Sanitary Partition Corp., 37-03 21st, L. I.
City, N. Y.
Notional Theotre Supply, 92 Gold St., N. Y. 38, N. Y.
Umstead Mfg. Co., 14414 Oakland Ave., Detroit, Mich.
1632-VACUUM CLEANERS
Americon Floor Surfacing Mochine Co., 518 South St.,
Toledo, Ohio
Breuer Electric Co., 5102 N. Rovenswood Ave.,
Chicago 40,
Brulin & Co.,
III.
Inc., 2939-45 Columbia Ave., Indionopolis
1, Ind.
Foige & Associates, Doc, 630 9th Ave., N. Y. 36, N. Y.
General Electric Co., Schenectody 5, N. Y.
Hild Floor Mochine Co., 740 W. Washington Blvd.,
Chicago, III.
Holcomb Mfg. Co., Inc., J. I., 1601 Borth Ave.,
Indianapolis, Ind.
Holt Mfg. Co., 669-20th St., Oakland 12, Collt.
Huntington Lobs., Inc., 900-907 E. Tipton, Huntington,
Ind.
Ideal Industries, Inc., Pork & Borden Aves., Sycomore.
III.
Kent Co., Inc., The, 884 Canal St., Rome, N. Y.
Lewyt Corp., 60 Broadway, Brooklyn 11, N. Y.
Notionol Super Service Co., Inc., 1946 N. 13th St.,
Toledo 2, Ohio
Notionol Theatre Supply, 92 Gold St., New York, N. Y.
Pullman Vacuum Cleaner Corp., 25 Buick St., Boston
19, N. Y.
Rachlin Soles Co., Inc., 15 So. 21st St., Philadelphia
3, Po.
Spencer Turbine Co., 486 New Pork Ave., Hortford 6,
Conn.
United Floor Machine Co., 7715 S. Chicogo Ave.,
Chicago 19, III.
West Disinfecting Co., 42-16 West St., L. I. C. 1, N. Y.
1633-WASTE RECEPTACLES
Foige & Associates, Doc, 630 9th Ave., N. Y. 36, N. Y.
Huntington Labs., Inc., 900 E. Tipton St., Huntington,
Ind.
Neumode Products Corp., 427 W. 42nd, N. Y. C.
Notional Theotre Supply, 92 Gold St., N. Y. 38, N. Y.
Norpot, Inc., 113 W. 42nd St., N. Y. 36, N. Y.
S. K. Novelty Co., 1630 S. 2nd St., Philo. 48, Pa.
Smith Co., Roy, 365 Pork St., Jacksonville, Flo.
United Metol Box Co., 168 7th St., Brooklyn 15, N. Y.
United Metol Cobinet Corp., 14th & Laurel Sts.,
Pottsville, Penn.
West Disinfecting Co., 42-16 West St., L. I. 1, N. Y.
17 SEATING
1701 -AUDITORIUM CHAIRS
American Desk Mfg. Co., P.O. Box 416, Temple, Tex.
Americon Seating Co., 901 Broadway N. W., Grond
Rapids 2, Mich.
Century Seating Co., 346 W. 44th St., N. Y., N. Y.
Eastern Seoting Co., 138-13 Springfield Blvd., Springfield
Gordons, Long Islond City, N. Y.
Fensin Seoting Co., 1143 S. Wabosh Ave., Chicogo
5, IIL
Holcomb Mfg. Co., Inc., J. I., 1601 Borth Ave., Griggs Equipment Co., 804 E. 4th, Belton, Tex.
Indionopolis, Ind.
Heywood-Wokefield Co., Menominee, Mich.
Huntington Loborotories, Inc., 900-970 E. Tipton, Ideol Seating Co., 521 Ann St., N. W., Grand Roplds
Huntington, Ind.
2, Mich.
Imperial Bross Mfg. Co., 1200 W. Horrison St., Chicogo
Internotionol Seat Corp., W. Pearl St., Union City, Ind.
39,
Irwin Seoting Co., 1480 Buchonon Ave., S. W., Grand
III.
Notionol Theatre Supply, 92 Gold St., N. Y. 38, N. Y. Ropids 2, Mich.
Universal Chemicol Co., 1630 E. 25th, Cleveland, O. Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
West Disinfecting Co., 42-16 West St., L. I. 1, N. Y. RCA Theatre Equip. Soles, RCA Victor Div., Front &
1627-SOAP, LIQUID for DISPENSERS
Cooper Sts., Camden, N. J.
S.O.S. Cinemo Supply Corp., 602 W. 52nd St., N. Y.
Brulin & Co., Inc., 2939-45 Columbio Ave., Indpls.
34, N. Y.
7,
Southern Desk Co., P. O. Drawer 490, Hickory, N. C.
Ind.
Theotre Seat Service Co., 160 Hermitage Ave., Nashville
10,
1628-TOILET SEAT COVERS & DISPENSERS
Tana
Protecto Products Co., 1450 W. Holt, Pomona, Calif. 1702—BOLTS, EXPANSION AND TOGGLE
Americon Desk Mfg. Co., P.O. Box 416, Temple, Tex.
American Seating Co., 901 Broodwoy N. W., Grond
1629-UPHOLSTERY SHAMPOO MACHINES
Hild Floor Mochine Co., 740 W. Washington, Chicogo
6, III.
Huntington Lobs, Inc., Huntington, Ind.
Magicleoner Co., 55 Jones St., Nework 3, N. J.
Mutti-Cleon Prod., Inc., 2277 Ford Pkwy., St. Poul 1,
Minn.
Rapids, Mich.
Bollontyne Co., The, 1712 Jockson, Omoho 2, Nebr.
Chicogo Exponsion Bolt Co., 1338 W. Concord, PI.,
Chicago 22, lit.
Griggs Equipment Co., 209 Beate, Belton, Tex.
Heywood-Wokefield, MenominM, Mich.
96 WHEN WRITING MANUFACTURERS OR THEIR DISTRIBUTORS PLEASE MENTION

FREE Postcards ore provided at Page 82 to bring you full information, prices, etc., on any Advertised Product
SOUND EQUIPMENT
Ideal Seating Co., 521 Ann St., N. W., Grand Roplds
2, Mich.
Internotional Seat Corp., W. Peorl St., Union City. Ind.
Irwin Seating Co., 1480 Buchanan Ave., S. W., Grand
Rapids 2, Mich.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Radio Corp. of America, BIdg. 15-1, Front & Cooper
Sts., Camden 3, N. J.
Shearer Co., B. F., 2318 Second Ave., Seattle I, Wosh.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., N. Y.
19, N. Y.
Southern Desk Co., Drawer 630, Hickory, N. C.
Theatre Seat Service Co., 160 Hermitage Ave., Nashville,
Tenn.
1703-CHAIR FASTENING CEMENT and
CHAIR PATCHING CEMENT
Ballantyne Co., The, 1712 Jackson, Omaha 2, Nebr.
Eoker Theatre Seat Service, P.O. Box 6355, Oklahoma
City, Okla.
Fensin Seating Co., 1143 S. Wobosh, Chicago, III.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Ruscoe Co., W. J., 483 Kenmore Blvd., Akron 1, Ohio
Theatre Sect Service Co., 160 Hermitage, Nashville,
Tenn.
1704-FOAM RUBBER SEAT CUSHIONS
Americon Desk Mfg. Co., P. 0. Box 416, Temple, Tex.
Dunlop Tire & Rubber Corp., Sheridan Dr., Buffolo
7, N. Y.
Firestone Tire 8. Rubber Co.,
Akron I 7, Ohio
1200 Firestone Parkway,
B. Ohio
1144
Goodyear Tire
Co., 500 S. Main St., Akron 18,
& Rubber Co., Airfoam Soles Div.,
F. Goodrich
E. Market St., Akron 17, Ohio.
Griggs Equipment Co., 209 Beole St., Belton, Tex.
Hewitt-Robins, Inc., 666 Glenbrook' Rd., Stamford,
Conn.
Heywood-Wokefield Co., 3010-lOth St., Menominee,
Mich.
Ideal Seating
2, Mich.
Co., 521 Ann St., N. W. Grand Rapids
International Seat Corp., W. Pearl St., Union City, Ind.
National Theotre Supply, 92 Gold St., N. Y. 38, N. Y.
Radio Corp. of America, Front & Copper Sts., Comden
3, N. J.
Theatre Seat Service Co., 160 Hermitage, Noshville,
Tenn.
U. S. Rubber Co., 1230 Ave. of Americos, N. Y. 20,
N. Y.
1705-REPAIR TAPE-for SEATS
Eaker Theatre Seat Service, P. O. Box 6355, Oklahoma
City, Okla.
Hubert Mitchell Industries, Inc., P. O. Box 49, Hartselle,
Ala.
Raytone Screen Corp., 165 Clermont Ave., Brooklyn
5, N. Y.
Monko Fobrics Co., Inc., 1 56 W. 28th St., N. Y. 1 , N. Y.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Raytone Screen Corp., 165 Clermont, Brooklyn 5, N. Y.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., N. Y.
19, N. Y.
Theatre Seat Service Co., 160 Hermitoge, Nashville,
Tenn.
Vocalite Screen Corp., 19 Debevoise Ave., Roosevelt,
N. Y.
1706-SEAT COVERS, SLIP-ON
American Desk Mfg. Co., P.O. Box 416, Temple, Tex.
Heywood-Wokefield Co., Menominee, Mich.
Hubert Mitchell Industries, Inc., P. O. Box 49, Hartselle,
Ala.
Ideal Seating Co., 519 Ann St., N. W., Grand Rapids
2, Mich.
Irwin Seating Co., 1480 Buchanan Ave., S. W., Grond
Rapids 2, Mich.
Monko Fabrics Co., Inc., 156 W. 28th St., N. Y. 1, N. Y.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Southern Desk Co., P. O. Drawer 490, Hickory, N. C.
Theatre Seat Service Co., 160 Hermitage, Nashville,
Tenn.
1707-SEAT REPAIR AND MAINTENANCE
American Desk Mfg. Co., P. O. Box 416, Temple, Tex.
Chicago General Chair Co., 1308 Elston Ave., Chicago
22, III.
Eaker Theatre Seat Service,
City,
P. O. Box 6355, Oklahoma
Okla.
Fensin Seating Co., Chicago 5, III.
Griggs Equipment Co., 209 Beale St., Belton, Tex.
Ideal Seating Co., 519 Ann St., N. W., Grand Rapids
2, Mich.
International Seat Corp., W. Pearl St., Union City, Ind.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Norpot, Inc., 113 W. 42nd St., N. Y. 36, N. Y.
Oglesby Equip. Co., 20356 Grand River, Detroit, Mich.
Ttieatre Seat Service Co., 160 Hermitage, Noshville,
Tenn.
1708-UPHOLSTERY MATERIALS
American Desk Mfg. Co., P. O. Box 416, Temple, Tex.
Blumenthol & Co., One Pork Ave., N. Y. 16, N. Y.
Bolto Products, Inc., 70 Garden St., Lawrence, Moss.
Chicopee Mfg. Co., Lumite Div., 47 Worth St., New
York, N. Y.
E. I. Dupont de Nemours & Co., Inc., Fobrics Div.,
350 Fifth Ave., New York 1, N. Y.
Durocote Corp., 350 N. Diamond, Rovenno 3, Ohio
Firestone Plostic Co., Pottstown, Pa.
Firestone Tire & Rubber Co., 1200 Firestone Parkway,
Akron, Ohio
Goodall Fabrics, Inc., 525 Madison Ave., N.Y. 22, N.Y.
Goodrich Co., 8. F., P. O. Box 643, Marietto, Ohio
Goodyear Tire & Rubber Co., The, 1144 E. Market
Akron 16, Ohio
St.,
Griggs Equipment Co., 804 E. 4th, Belton, Tex.
Ideal Seating Co., 521 Ann St., N. W., Grand Rapids
2, Mich.
Internotionol Seat Corp., W. Pearl St., Union City, Ind.
Irwin Seating Co., 1480 Buchanan Ave., S. W.,
Grand Rapids 2, Mich.
Monko Fabrics Co., 156 W. 28th St., New York 1, N.Y.
Moslond Duroleother Co., Amber & Willord Sts.,
Philadelphia 34, Po.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
NevoBurn Prod. Co., 17 W. 60th St., N. Y. 23, N. Y.
Pantasote Corp. of N. J., 444 Madison Ave., New
York 22, N. Y.
Raytone Screen Corp., 165 Clermont Ave., Brooklyn
5, N. Y.
Shearer Co., B. F., 2318 2nd Ave., Seattle 1, Wash.
Sponge Rubber Products Co., 316 Derby PI., Shelton,
Conn.
Texileather Corp., 607 Madison Ave., Toledo 3, Ohio
Theatre Seat Service Co., 160 Hermitage, Noshville,
Tenn.
U. S. Plywood Corp., 55 W. 44th, New York 36, N. Y.
U. S. Rubber Co., 1230 Ave. of Americas, N. Y. 20,
N. Y.
18 SOUND EQUIPMENT
1801 -AMPLIFIERS
Altec Lansing Corp., 9356 Santa Monica Blvd.,
Beverly
Hills, Calif.
Ampex Corp., 934 Charter St., Redwood City, Calif.
Ballantyne Co., 1712 Jackson, Omoho, Neb.
Century Projector Corp., 729 7th Ave., New York
Dowo Corp., 145 N. Erie St., Toledo 2, Ohio
19
Empire Recording Co., 3221 S. Acoma, Englewood,
Colo.
EPRAD, 1206 Cherry, Toledo 7, Ohio
Faige & Associates, Doc, 630 9th Ave., N. Y. 36, N. Y.
Foirchild Recording Equip. Co., 154th St. and 7th Ave.,
Whitestone 57, N. Y.
General Electric Co., Schenectady 5, N. Y.
International Projector Corp., 55 Lo France Ave.,
Bloomfield, N. J.
Mognosync Mfg. Co., Ltd., 5517 Sotsumo Ave., No.
Hollywood, Calif.
Motiogroph, Inc., 4431 W. Lake St., Chicago 24, III.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Poromel Electronics Corp., 3956 West Belmont Ave.,
Chicago 18, 111.
Rodio Corp. of America, Theatre Equip. Soles BIdg
15-1, Front & Cooper Sts., Camden, N. J.
S.O.S. Cinema Supply, 602 W. 52nd St., N.Y. 19, N.Y.
Stelmo, Inc., 389 Ludlow St., Stamford, Conn.
Stephens Mfg. Corp., 8538 Warner Dr., Culver City,
Calif.
Wenzel Projector Co., 2509-19 S. State, Chicago 16
Westrex Corp., Ill 8th Ave., N. Y. 11, N. Y.
1802-AMPLIFIER TUBES
Ballantyne Co., 1712 Jackson, Omaha 2, Neb.
Century Projector Corp., 729 7th Ave., N.Y. 19, N.Y.
General Electric Co., Schenectady, N. Y.
International Projector Corp., 55 La France Ave.,
Bloomfield, N. J.
Mognosync Mfg. Co., Ltd., 5517 Sotsumo Ave., No.
Hollywood, Calif.
Motiogroph, Inc., 4431 W. Lake St., Chicago 24, III.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Paromel Electronics Corp., 3956 West Belmont Ave.,
Chicago 18, III.
RCA Theatre Equip. Soles, Front & Cooper Sts.,
Camden, N. J.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
Wenzel Projector Co., 2509-19 S. State, Chicago, III.
Westinghouse Electric Corp., 306 Fourth Ave., Pittsburgh
30, Pa.
Westrex Corp., Ill 8th Ave., N. Y. II, N. Y.
AUDITORIUM SPEAKERS-See 1811, 1815
1803-CHAIN DRIVES
Ballantyne Co., The, 1712 Jockson, Omaha, Neb.
Century Projector Corp., 729 7th Ave., New York 19.
Mognosync Mfg. Co., Ltd., 5517 Sotsumo Ave., No.
Hollywood, Calif.
Motiogroph, Inc., 4431 W. Lake St., Chicago 24, III.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Paromel Electronics Corp., 3956 West Belmont Ave.,
Chicago 18, III.
RCA Theatre Equip. Soles, Camden, N. J.
Wenzel Projector Co., 2505-19 S. State, Chicago 16.
Westrex Corp., Ill 8th Ave., New York II, N. Y.
1804-DC EXCITER SUPPLY
Altec Lansing Corp., 9356 Santo Monica Blvd., Beverly
Hills, Calif.
Ballantyne Co., 1712 Jockson, Omaha, Neb.
Century Projector Corp., 729 7th Ave., N. Y. 19, N. Y.
Foige 8. Associates, Doc, 630 9th Ave., N. Y. 36, N. Y.
General Electric Co., Schenectady, N. Y.
International Projector Corp., 55 La France Ave.,
Bloomfield, N. J.
Motiogroph, Inc., 4431 W, Lake St., Chicago 24, III,
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Norpot, Inc., 113 W, 42nd St., New York 36, N. Y.
Paromel Electronics Corp., 3956 West Belmont Ave.,
Chicago 18, 111.
RCA Theatre Equip. Soles, Front & Cooper, 15-1,
Camden, N. J.
J. E. Robin, Inc., 267 Rhode Island Ave., Eost Orange,
N. J.
S.O.S. Cinema Supply, 602 W. 52nd St., N.Y. 19, N.Y.
Wenzel Projector Co., 2509-19 S. State, Chicago, HI.
Westrex Corp., Ill 8th Ave., New York II, N. Y.
1805-HEARING AIDS, EARPHONE
Ballantyne Co., I 71 2 Jockson, Omoho 2, Neb.
Dictograph Products, Inc., Acousticon Div., 95-25
1 49th St., Jomoico 1, N. Y.
Motiogroph, Inc., 4441 W. Lake St., Chicago 24, HI.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Sonotone Corp., Elmsford, N. Y.
Stromberg-Corlson Co., 100 Carlson Rd., Rochester 3,
N. Y.
Telesonic Theotrephone Corp., 3 E. 48th St., N. Y. C.
Wenzel Projector Co., 2505-19 S. State St., Chicogo
16, III.
Westrex Corp, 111 8th Ave., New York 11, N. Y.
1806-HORN SWITCHES
Ballantyne Co., The, 1712 Jackson, Omoho 2, Neb.
Mognosync Mfg. Co., Ltd., 55446 Sotsumo Ave., No.
Hollywood, Calif.
Notional Theatre Supply, 92 Gold St., N. Y, 38, N. Y.
1807-INTERCOMMUNICATING SYSTEMS
Bell Sound Systems, Inc., 555 Marion Rd., Columbus 7,
Ohio.
Connecticut Telephone and Electric Corp., 199 Brittonio
St., Meriden, Conn.
Dictograph Products, Inc., 580 Fifth Ave., N. Y. C.
Executone, Inc., 415 Lexington, Ave., New York City.
Kellogg Switchboard Co., 79 W. Monroe, Chicago, III.
Motiogroph, Inc., 4441 W. Loke St., Chicago 24, III.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Operodio Mfg. Co., St. Charles, III.
RCA Theatre Equip. Soles, Front & Cooper, 15-1,
Camden, N. J.
Stromberg-Corlson Co., 100 Carlson Rd., Rochester
3, N. Y.
Westrex Corp., Ill 8th Ave., New York 11, N.Y.
1808-LAMPS, EXCITER
Ballantyne Co., I 71 2 Jackson, Omaha 2, Neb.
Century Projector Corp., 729 7th Ave., N.Y. 19, N.Y.
General Electric Co., Lamp Dept., Nela Park, Cleveland
12, Ohio.
Motiogroph, Inc., 4431 W. Lake St., Chicago, HI.
Notionol Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Paromel Electronics Corp., 3956 West Belmont Ave.,
Chicago 18, III.
Radiant Lamp Corp., 300 Jelliff Ave., Newark 8, N. J.
RCA Theatre Equip. Soles, Front & Cooper, 15-1,
Camden, N. J.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
Wenzel Projector Co., 2505-19 S. State, Chicago, III.
Westinghouse Lamp Div., MocArthur Ave., Bloomfield,
N. J.
Westrex Corp., Ill 8th Ave., New York 11, N. Y.
1809-MICROPHONES
Altec Lansing Corp., 9356 Santa Monica Blvd., Beverly
Hills, Calif.
American Microphone Co., 370 S. Foir Oaks, Pasadena
1, Calif.
Ballantyne Co., The, 1712 Jackson, Omaha 2, Neb.
Hollen Corp., 3503 W. Olive St., Burbonk, Calif.
Kellogg Switchboard & Supply Co., 6650 S. Cicero
Ave., Chicago 38, III.
Mognosync Mfg. Co., Ltd., 5517 Sotsumo Ave., North
Hollywood, Calif.
Motiogroph, Inc., 4431 W. Lake, Chicago 24, III.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Paromel Electronics Corp., 3956 West Belmont Ave.,
Chicago 18, III.
Permoflux Corp., 4900 W. Grand Ave., Chicago 39, HI.
RCA Theotre Equip. Soles, Front & Cooper, 15-1,
Comden, N. J.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
Stephens Mfg. Corp., 8538 Warner Dr., Culver City,
Calif.
Stromberg-Corlson Co., 100 Carlson Rd., Rochester
3, N. Y.
Westrex Corp., Ill 8th Ave., New York 11, N. Y.
1810-PHONO-PICKUP CARTRIDGES
Altec Lansing Corp., 9356 Santa Monica Blvd., Beverly
Hills, Colif.
Bollontyne Co., The, 1712 Jockson, Omoho 2, Neb.
Empire Recording Co., 3221 So. Acoma, Englewood,
Colo.
Foirchild Recording Equipment Co., Whitestone 57,
N. Y.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Norpat, Inc., 113 W. 42nd St., New York 36, N. Y.
Radio Corp. of America Theatre Equip. Sales, Camden
3, N. J.
Westrex Corp., Ill 8th Ave., New York II, N. Y.
'THE KEY TO BETTER BUYING" DIRECTORY OF THE MODERN THEATRE 97

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STAGE EQUIPMENT
Use the Index o( Advertised Products at Page 82 to find ad-data herein on popular itenit.
1811 -PHOTOELECTRIC CELLS
Bollantyne Co., 1712 Jackson St., Omoho 2, Neb.
Centufv Projector Corp., 729 7th Ave., New York 19.
Continental Electric Co., 715 Hamilton, Geneva, 111.
DeVry Corp., 1111 Armitoge Ave., Chicago 14, III.
General Electric Co., Apparatus Soles Div., 1 River Rd.,
Schenectady, N. Y.
International Projector Corp., 55 LoFrance Ave.,
Bloomfield, N. J.
Motiogroph, Inc., 4431 W. Lake, Chicago 24, III.
Notional Theotre Supply, 92 Gold St., N. Y. 38, N. Y.
Poromel Electronics Corp., 3956 West Belmont Ave.,
Chicago 18, III.
Radio Corp. of America, Victor Div., Camden, N. J.
S.O.S. Cinemo Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
Weber Machine Corp., Rochester 6, N. Y.
Wenzel Projector Co., 2505-19 S. State, Chicago, III.
Westinghouse Lamp Div., MocArthur Ave., Bloomfield,
N. J.
Westrcx Corp., Ill 8th Ave., New York 11, N. Y.
1812-PUBLIC ADDRESS SYSTEMS
Altec Lansing Corp., 9356 Santo Monica Blvd., Beverly
Hills, Calif.
Americon MP Supply Co., 1310 Bedford Ave., Brooklyn
16, N. Y.
Ampex Corp., 934 Charter St., Redwood City, Calif.
Bollantyne Co., 1712 Jackson St., Omaha 2, Neb.
Bell Sound Systems, Inc., 555 Marion Rd., Columbus
7, Ohio
Century Projector Corp., 729 7th Ave., New York 19.
Dowo Corp., 145 N. Erie St., Toledo 2, Ohio..
Magnosync Mfg. Co., Ltd., 5517 Sotsumo Ave., North
Hollywood, Calif.
Motiogroph, Inc., 4431 W. Lake, Chicago 24, III.
Notional Theotre Supply, 92 Gold St., N. Y. 38, N. Y.
Newcomb Audio Products Co., 6824 Lexington Ave.,
Hollywood 38, Calif.
Norpot, Inc., 113 W. 42nd St., New York 36, N. Y.
Poromel Electronics Corp., 3956 West Belmont Ave.,
Chicago 18, III.
RCA Theatre Equip. Soles, Front & Cooper, 15-1,
Camden, N. J.
S.O.S. Cinema Supply, 602 W. 52nd St., N. Y. 19, N. Y.
Stephens Mfg Corp., 8538 Worner Dr., Culver City,
Calif.
Westrex Corp., lll-8th Ave., New York 11, N. Y.
1813-RECORD PLAYERS-THEATRE
Ampex Corp., 934 Charter St., Redwood City, Calif.
Foige & Associates, Doc, 630-9th Ave., New York 36,
N. Y.
Motiogroph, Inc., 4431 W. Lake, Chicago 24, 111.
National Theatre Supply, 92 Sold St., N. Y. 38, N. Y.
Norpot, Inc., 113 W. 42nd St., New York 36, N. Y.
Poromel Electronics Corp., 3956 West Belmont Ave.,
Chicago 18, III.
RCA Theatre Equip. Sales, Front & Cooper, 15-1,
Camden, N. J.
Stromberg-Carlson Co., 100 Carlson Rd., Rochester
3, N. Y.
Westrex Corp., 1 11 -8th Ave., New York 11, N. Y.
REaiFIERS-See 1442-1445
1814-REPRODUCER, PENTHOUSE
Ampex Corp., 934 Charter St., Redwood City, Calif.
Bollantyne Co., The, 1712 Jackson, Omaha 2, Neb.
Century Projector Corp., 729-7th Ave., N. Y. 19, N. Y.
Internotionol Projector Corp., 55 La France, Bloomfield,
N. J.
Magnosync Mfg. Co., Ltd., 5517 Sotsumo Ave., North
Hollywood, Calif.
Motiogroph, Inc., 4431 W. Lake St., Chicago 24, ill.
Notional Theotre Supply, 92 Gold St., N Y. 38, N. Y.
RCA Theatre Equip. Soles, Front i Cooper, 15-1,
Comden, N. J.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
Westrex Corp., lll-8th Ave., New York 11, N. Y.
1815-SOUND EQUIPMENT, COMPLETE
Altec Lonsing Corp., 9356 Sonto Monica Blvd., Beverly
Hills, Calif.
Bollontyne Co., The, 1712 Jackson, Omoho 2, Neb.
Century Projector Corp., 729-7th Ave., N. Y. 19, N. Y.
Generol Electric Co., Schenectody 5, N. Y.
Hollen Corp., 3503 W. Olive Ave., Burbonk, Calif.
Internotionol Projector Corp., 55 Lo France Ave.,
Bloomfield, N. J.
Mognosync Mfg. Co., Ltd., 5517 Sotsumo Ave., North
Hollywood, Colif.
Motiogroph, Inc., 4431 W. Loke, Chicago 24, III.
Notionol Theotre Supply, 92 Gold St., N. Y. 38, N. Y.
RCA Theotre Equip. Soles, Front & Cooper, 15-1,
Camden, N. J.
S.O.S. Cinema Supply, 602 W. 52nd St., N. Y. 19, N. Y.
Weber Machine Corp., 59 Rutter, Rochester 6, N. Y.
Wenzel Projector Co., 2505-19 S. Sfote, Chicogo, III.
Westrex Corp., 111-8th Ave., New York 11, N. V.
1816-SOUND HEADS
Bollantyne Co., 1712 Jockson St., Omoho 2, Neb.
Century Projector Corp., 729 7th Ave., New York 19.
Cinemotic Corp., 122 Woshington St., Bloomfield, N. 1.
EPRAD, 1206 Cherry, Toledo 7, Ohio.
Internotionol Projector Corp., 55 La France Ave.,
Bloomfield, N. J.
Magnosync Mfg. Co., Ltd., 5517 Sotsumo Ave., North
Hollywood, Colif.
Motiogroph, Inc., 4431 W. Loke, Chicogo 24, III.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Poromel Electronics Corp., 3956 West Belmont Ave.,
Chicago 18, III.
RCA Theatre Equip. Soles, Front & Cooper, 15-1,
Camden, N. J.
S.O.S. Cinema Supply, 602 W. 52nd St., N. Y. 19, N. Y.
Weber Machine Corp., 59 Rutter, Rochester 6, N. Y.
Wenzel Projector Co., 2505-19 S. State, Chicago, HI.
Westrex Corp., Ill-Bth Ave., New York 11, N. Y.
1817-SOUND PARTS
Altec Service Corp., 161 6th Ave., N. Y. 13, N. Y.
Bollontyne Co., 1712 Jackson St., Omoho 2, Neb.
Century Projector Corp., 729 7th Ave., New York 19.
LoVezzi Machine Works, 4635 W. Loke, Chicago 44.
Internotionol Projector Corp., 55 Lo France Ave.,
Bloomfield, N. J.
Motiogroph, Inc., 4431 W. Lake, Chicago 24, III.
Notionol Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Poromel Electronics Corp., 3956 West Belmont Ave.,
Chicago 18, III.
Permoflux Corp., 4900 W. Grand Ave., Chicago 39, III.
RCA Theatre Equip. Soles, Front & Cooper, 15-1,
Comden, N. J.
S.O.S. Cinemo Supply, 602 W. 52nd St., N. Y. 19, N. Y.
Wenzel Projector Co., 2505-19 S. State, Chicago, III.
Westrex Corp., lll-8th Ave., New York 11, N. Y.
Wolk, Edward H., 1241 S. Wobosh, Chicago, 25, III.
1818-SOUND SERVICE CONTRACT
Altec Service Corp., 161 6th Ave., N. Y. 13, N. Y.
Bollantyne Co., The, 1712 Jackson, Omoho 2, Neb.
Empire Recording Co., 3221 So. Acomo, Englewood,
Colo.
Notionol Theatre Supply, 92 Gold St., New York 38,
N. Y.
RCA Service Co., Cherry Hill, Camden 2, N. J.
Westrex Corp., lll-8th Ave., New York 11, N. Y.
SPEAKER SYSTEMS-See 1812 and 1815
1819-STEREOPHONIC SOUND SYSTEMS
Altec Lansing Corp., 9356 Sonto Monica Blvd., Beverly
Hills, Colif.
Ampex Corp., 934 Charter St., Redwood City, Calif.
Bollontyne Co., 1712 Jackson St., Omoho 2, Neb.
Century Projector Corp., 729 7th Ave., N. Y. 19, N. Y.
EPRAD, 1206 Cherry, Toledo 7, Ohio
Foirchild Recording Equipment Co., 154th St. ond
Seventh Ave., Whitestone, N. Y.
International Projector Corp., Bloomfield, N. J.
Magnosync Mfg. Co., 5517 Sotsumo Ave., Box 707,
North Hollywood, Colif.
Motiogroph, Inc., 4431 W. Lake St., Chicago 24, 111.
Notionol Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Radio Corp. of America Engineering Products Div.,
Camden, N. J.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
Stelmo, Inc., 389 Ludlow St., Stamford, Conn.
Stephens Tru-Sonic, Inc., 8538 Warner Dr., Culver
City, Colif.
Wenzel Projector Co., 2509 S. State, Chicogo 16, III.
Westrex Corp., Ill 8th Ave., N. Y. 11, N. Y.
1820-STEREOPHONIC SOUND ADAPTER
SYSTEMS
American MP Supply Co., 1310 Bedford Ave., Brooklyn
16, N. Y.
Bollontyne Co., The, 1712 Jackson, Omoho 2, Neb.
Century Projector Corp., 729 7th Ave., N. Y. 19, N. Y.
Cinemotic Corp., 122 Woshington, Bloomfield, N. J.
Internotionol Projector Corp., 55 Lo France, Bloomfield,
N. J.
Magnosync Mfg, Co., 5546 Sotsumo Ave., No.
Hollywood, Colif.
Motiogroph, Inc., 4441 W. Loke St., Chicago 24, III.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
RCA Theatre Equip., Front & Cooper Sts., Camden, N. J.
S.O.S. Cinemo Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
Westrex Corp., lll-8th Ave., New York 11, N. Y.
1821-TAPE RECORDERS
Americon MP Supply Co., 1310 Bedford Ave., Brooklyn
16, N. Y.
Ampex Corp., 934 Charter St., Redwood City, Colif.
Bollontyne Co., The, 1712 Jackson, Omoho 2, Neb.
Notional Theotre Supply, 92 Gold St., N. Y. 38, N. Y.
RCA Theatre Equip. Soles, BIdg. 15-1, Front & Cooper
Sts., Comden 2, N. J.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
Westrex Corp., lll-8th Ave., New York 11, N. Y.
1822-SPECIAL OPTICAL TEST FILM and
INSTRUCTIONS
Wesley Trout, P. O. Box 575, Enid, Oklo.
1823-TEST EQUIPMENT for SOUND SYSTEM
Heoth Company, Benton Horbor 20, Mich.
Radio Corp. of Americo, Test Equip. Dept., Camden
6. N. J.
Triplett Instrument Co., The, Bluffton, Ohio
1824-TEST FILMS for OPTIC and MAGNETIC
SOUND SYSTEMS
Mognetic sound heads
Society of Motion Picture and Television Engineers,
55 W. 42nd St., N. Y. 36, N. Y.
Optical sound heads
Motion Picture Research Council, Inc., 6660 Sonto
Monica Blvd., Hollywood 38, Colif.
Test films for checking projectors
Motion Picture Research Council, Inc., 6660 Sonto
Monica Blvd., Hollywood 38, Calif.
19 STAGt EQUIPMENT
1901 -CONTOUR CURTAIN PROSCENIUMS
American Desk Mfg. Co., P. 0. Box 416, Temple, Tex.
Automotic Devices Co., 116 N. 8th St., Allentown, Po.
J. R. Clancy, Inc., 1020 W. Belden, Syracuse, N. Y.
Foige & Associates, Doc, 630-9th Ave., New York 36,
N. Y.
Great Western Stage Equipment Co., 1 324 Grond Ave.,
Konsos City, Mo.
Knoxville Scenic Studios, P. 0. Box 1029, Knoxville
4, Tenn.
Hubert Mitchell Industries, Inc., P. O. Box 49, Hortselle,
Ala.
Mork-Green Studios, 243 W. Congress, Detroit, Mich.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
N. Y. Flomeproofing Co., 115 Christopher St., New
York 14, N. Y.
Novelty Scenic Studios, Inc., 432 E. 91st St., New
York 28, N. Y.
Norpot, Inc., 113 W. 42nd St., New York 36, N. Y.
Sheorer Co., B. F., 2318 Second Ave., Seottle 1, Wosh.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
Theatre Drapery Supply, 2419 2nd Ave., Seattle 1,
Wash.
Theatre Seat Service Co., 160 Hermitage Ave., Nashville
10, Tenn.
Vollen, Inc., 225 Bluff St., Akron 4, Ohio
Westrex Corp., 111-8th Ave., New York 11, N. Y.
1902-CONTROL STANDS
American Desk Mfg. Co., P. O. Box 416, Temple, Tex.
Associated Lighting Service, P. O. Box 1033, Redwood
City, Colif.
Automatic Devices Co., 2121 S. 12th, Allentown, Pa.
J. R. Clancy, Inc., 1010 W. Belden, Syracuse, N. Y.
Great Western Stage Equipment Co., I 324 Grand Ave.,
Kansas City, Mo.
Hubert Mitchell Industries, Inc., P. 0. Box 49, Hortselle,
Ala.
Mork-Green Studios, 243 W. Congress, Detroit, Mich.
Notionol Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Theotre Seot Service Co., 160 Hermitage Ave., Nashville
10, Tenn.
Westrex Corp., 111-8th Ave., New York 11, N. Y.
1903-CURTAINS-See Also 1509
P. O. American Desk Mfg. Co., Box 416, Temple, Tex.
Cinematic Corp., 122 Woshington, Bloomfield, N. J.
J. R. Clancy, Inc., W. 1020 Belden, Syrocuse, N. Y.
Foige & Associates, Doc, 630-9th Ave., New York 36,
N. Y.
Great Western Stoge Equipment Co., 1324 Grand Ave.,
Kansas City, Mo.
R. L. Grosh & Sons, 4118 Sunset, Hollywood, Calif.
Knoxville Scenic Studios, P. O. Box 1029, Knoxville
4, Tenn.
Metropolitan Scenic Studios, 1611 Davenport, Omoho
2, Neb.
Hubert Mitchell Industries, Inc., P. 0. Box 49, Hortselle,
Ala.
Notional Theotre Supply, 92 Gold St., N. Y. 38, N. Y.
Norpot Soles, Inc., 113 W. 42nd St., N. Y. 36, N. Y.
Novelty Scenic Studios, Inc., 32 W. 60th, N. Y. C.
Shearer Co., B. F., 2318 Second Ave., Seottle 1, Wash.
SOS. Cinema Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
Theatre Dropery Supply, 2419 2nd Ave., Seottle 1,
Wash.
Theatre Seot Service Co., 160 Hermitage, Noshville,
Tenn.
Thortel Fireproof Fobrics, 101 Pork Ave., N. Y. C.
Westrex Corp., 1 1 1 -8th Ave., New York 11, N. Y.
1904-CURTAIN CONTROL & TRACKS
Automotic Devices Co., 2121 S. 12th, Allentown, Po.
Cinematic Corp., 122 Washington, Bloomfield, N. J.
J. R. Clancy, Inc., 1020 W. Belden, Syracuse, N. V.
Great Western Stoge Equipment Co., 1324 Grand Ave.,
Kansas City, Mo.
Knoxville Scenic Studios, P. O. Box 1029, Knoxville
4, Tenn.
Hubert Mitchell Industries, Inc., P. 0. Box 49, Hortselle,
Alo.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
New York Flomeproofing Co., Inc., 115 Christopher
St., New York 19, N. Y.
Novelty Scenic Studios, Inc., 32 W. 60th, N. Y. C.
Sheorer Co., B. F., 2318 Second Ave., Seattle 1, Wash.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
Theatre Seot Service Co., 160 Hermitoge, Nashville,
Tenn.
Vollen, Inc., 225 Bluff St., Akron 4, Ohio
Westrex Corp., lll-8th Ave., New York 11, N. Y.
98 WHEN WRITING MANUFACTURERS OR THEIR DISTRIBUTORS PLEASE MENTION

FREE Postcords are provided ot Page 82 to bring you full information, prices, etc., on any Advertised Product
TICKET OFFICE
1905-SCREEN BRUSHES
Cinematic Corp., 122 Washington St., Bloomfield, N.J.
National Super Service Co., Inc., 1941 N. 1 2th,
Toledo 2, Ohio.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Pittsburgh Plate Glass Co., One Gateway Center,
Pittsburgh 22, Pa.
Roytone Screen Corp., 1 65 Clermont, Brooklyn 5, N. Y.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., N. Y. 19,
N. Y.
Vocolite Screen Corp., 19 Debevoise Ave., Roosevelt,
N. Y.
sWestrex Corp., Ill 8th Ave., New York 11, N. Y.
1906-SCREEN COATINGS
Bollontyne Co., The, 1712 Jackson, Omaha 2, Nebr.
M. U. Campbell Co., 2909 Chrysler Rd., Kansas City,
Kos.
Bodde Screen Co., P. O. Box 711, Son Fernando, Calif.
Corp., 122 Washington, Bloomfield, N. J.
rive-In Theatre Mfg. Co., 505 W. 9th St., Kansas
City, Mo.
wad, 1206 Cherry, Toledo, Ohio.
Dtional Theatre Screen Refinishing Co., 129 Zenner,
Buffalo 11, N. Y.
Qtional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Radiant Mfg. Corp., 2627 W. Roosevelt, Chicago, III.
Raytone Screen Corp., 165 Clemont, Brooklyn 5, N. Y.
J. E. Robin, Inc., 267 Rhode Island Ave., Host Orange,
Inemotic
N. J.
S.O.S. Cinemo Supply Corp., 602 W. 52nd St., N. Y. 19,
N. Y.
Spotz Paint Industries, Inc., 5237 Manchester, St.
Louis 1 0, Mo.
Triple-S-Supply Co., 206 First St., Son Francisco, Calif.
Vocalite Screen Corp., 19 Debevoise Ave., Roosevelt,
N. Y.
Westrex Corp., Ill 8th Ave., New York 11, N. Y.
1907-SCREEN FRAMES
Bodde Screen Co., P. O. Box 711, San Fernando, Calif.
Carpenter & Co., L. E., 350 Fifth Ave., New York, N. Y.
Foige & Associates, Doc, 630-9th Ave., New York 36,
N. Y.
Shearer Co., B. F., 2318-2nd Ave., Seattle 1, Wash.
Vocalite Screen Corp., 19 Debevoise Ave., Roosevelt,
N. Y.
Walker American Corp., 2665 Delmar Blvd., St. Louis
3, Mo.
SCREEN EFFECT EQUIPMENT-See 1402
1908-SCREENS, PROJECTION
Ballantyne Co., 1712 Jackson St., Omaha 2, Neb.
Bodde Screen Co., 11541 Bradley, Son Fernando, Calif.
Carpenter & Co., L. E., 350-5th Ave., New York, N. Y.
Cinematic Corp., 122 Washington, Bloomfield, N. J.
J. R. Clancy, Inc., 1010 W. Belden Ave., Syracuse 4,
N. Y.
Drive-ln Theatre Mfg. Co., 505 W. 9th St., Kansas
City 5, Mo.
Foige & Associates, Doc, 630-9th Ave., New York 36,
N. Y.
Monco-Vision, Box 8, Butler, Wis.
Nafionol Theatre Screen Refin. Co., 129 Zenner St.,
Buffalo II, N. Y.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Norpat Soles, Inc., 1 13 W. 42nd St., New York 36, N.Y.
Nu-Screen Corp., 1501 Broadway, N. Y. 36, N. Y.
Radiant Mfg. Co., 2627 W. Roosevelt Rd., Chicago, 111.
Radio Corp. of America Theatre Equip. Soles, BIdg.
15-1, Front & Cooper Sts., Camden 3, N. J.
Raven Screen Corp., 124 E. 124th St., N. Y. 35, N. Y.
Raytone Screen Co., 165 Clermont, Brooklyn, N. Y.
J. E. Robin, Inc., 267 Rhode Island Ave., East Orange,
N. J.
Shearer Co., B. F., 2318 Second Ave., Seattle 1, Wash.
S.O.S. Cinema Supply, 602 W. 52nd St., N. Y. 19, N. Y.
Stewort-Trons-Lux Corp., 1111 W. Sepulvedo Blvd.,
Torrance, Calif.
Tele-Screen Corp., 38 N. Delowore, Philo. 6, Pa.
Timber Structures, Inc., P. O. Box 3782, Portland 8,
Ore.
Triple-S-Supply Co., 206 First St., San Francisco 5,
Calif.
Unistrut Products Co., 1013 Woshington Blvd., Chicago
7, III.
Vocalite Screen Corp., 19 Debevoise Ave., Roosevelt,
N. Y.
Walker-American Corp., 2665 Delmar Blvd., St. Louis,
Mo.
Westrex Corp., Ill 8th Ave., N. Y. 11, N. Y.
Williams Screen Co., 1674 Summit Lake Blvd., Akron
7, Ohio.
1909-SCREEN REFINISHING
Bodde Screen Co., P. O. Box 711, Son Fernando, Calif.
Drive-ln Theatre Mfg. Co., 505 W. 9th St., Kansas
City, Mo.
Hubert Mitchell Industries, Box 49, Hortselle, Ala.
Nctionol Theatre Screen Refinishing Co., 129 Zenner
St., Buffalo 11, N. Y.
National Theatre Supply, 92 Gold St., New York 38,
N. Y.
Roytone Screen Corp., 165 Clermont, Brooklyn 5, N. Y.
Vocalite Screen Corp., 150 Hudson Ave., Roosevelt,
N. Y.
Williams Screen Co., 1679 Summit Lake Blvd., Akron
7, Ohio.
1910-STAGE ELEVATORS
J. R. Clancy, 1010 West Belden, Syracuse, N. Y.
1911 -STAGE HARDWARE and RIGGING
Associated Lighting Service, P. O. Box 1033, Redwood
City, Calif.
Automatic Devices Co., 2121 S. 12th, Allentown, Pa.
Cinematic Corp., 122 Washington, Bloomfield, N. J.
J. R. Clancy, 1020 W. Belden, Syrocuse N. Y.
Great Western Stoge Equipment Co., 1324 Grand Ave.,
Kansas City, Mo.
Knoxville Scenic Studios, P. O. Box 1029, Knoxville
4, Tenn.
Metropolitan Scenic Studios, Inc., 1611 Davenport St.,
Omaha 2, Neb.
Hubert Mitchell Industries, Box 49, Hortselle, Ala.
"Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Novelty Scenic Studios, Inc., 32-34 W. 60th St., New
York 18, N. Y.
Theatre Drapery Supply, 2419 2nd Ave., Seattle 1,
Wash.
Tiffin Scenic Studios, Inc., Box 915, Tiffin, Ohio.
Walker American Corp., 2665 Delmar Blvd., St. Louis
3, Mo.
Westrex Corp., Ill 8th Ave., New York II, N. Y.
1912-STAGE SCENERY
J. R. Clancy, 1020 W. Belden, Syracuse, N. Y.
Great Western Stage Equipment, 1324 Grand Ave.,
Kansas City, Mo.
Knoxville Scenic Studios, P. O. Box 1029, Knoxville
4, Tenn.
Hubert Mitchell Industries, Box 49, Hortselle, Ala.
Notional Theatre Supply, 92 Gold St., New York 38,
N. Y.
Novelty Scenic Studios, Inc., 32 W. 60th, N. Y. C.
Theatre Drapery Supply, 2419 2nd Ave., Seattle 1,
Wash.
20 TICKET OFFICE
2001 -ADMISSION CHECKER
Notional Theatre Supply, 92 Gold St., New York 38,
N. Y.
Theatre Control Corp., 711 W. Confield, Detroit, Mich.
Ticket Register Industries, 30 E. Adams, Chicago, III.
2002-ADMISSI0N PRICE SIGNS
Associated Ticket & Register Corp., 354 W. 44th, New
York 18, N. Y.
Ballantyne Co., The, I7I2 Jackson, Omaha 2, Neb.
Edgar S. Bowman, 682 Sixth Ave., N. Y. 11, N. Y.
Folk Gloss & Plastic Co., Inc., 48-10 Astoria Blvd.,
Long Island 3, N. Y.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Norpat, Inc., 113 W. 42 St., N. Y. 36, N. Y.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
Ticket Register Ind., 1223-7 So. Wabash, Chicago 5,
IIL
2003-BOXOFFICES
Bollontyne Co., The, 1712 Jackson, Omaha 2, Neb.
Notional Theatre Supply, 92 Gold St., New York 38,
N. Y.
Norpat, Inc., 113 W. 42nd St., N. Y. 36, N. Y.
Pittsburgh Plate Glass, One Gateway Center, Pittsburgh,
Po.
Universal Corp., 6710 Denton Dr., Dallas 9, Tex.
2004-BOXOFFICE RAILINGS
National Theotre Supply, 92 Gold St., N. Y. 38, N. Y.
Newman Bros., line, 660-670 W. 4th St., Cincinnati
13, Ohio.
Norpat Sales, Inc., 113 W. 42nd St., N. Y. 36, N. Y.
Universal Corp., 6710 Denton Dr., Dallas, Tex.
2005-CASH DRAWERS
Indiana Cosh Drawer Co., P. O. Box 236, Shelbyville,
Ind.
2006-CHANGEMAKING MACHINES .
Abbott Coin Counter Co., 143rd St., & Wales Ave.,
New York 54, N. Y.
Associated Ticket & Register Corp., 354 W. 44th,
N. Y. 18, N. Y.
Brandt Automatic Cashier Co., 515-517 1st St., Watertown,
Wis.
Coin-O-Matic Cashier Co., 1520 N. Hoisted, Chicago.
Coinometer Corp., 1223 S. Wabash, Chicago, 111.
GoldE Mfg. Co., 4888 N. Clark St., Chicago 40, 111.
Johnson Fore Box Co., 4619 Ravenswood Ave., Chicago
40, III.
Klopp Engineering Co., Inc., 35551 Schoolcraft Rd.,
Livonia, Mich.
Metal Products Engineering, Inc., 4000 Long Beach
Ave., Los Angeles 58, Calif.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Norpat, Inc., 113 W. 42 St., N. Y. 36, N. Y.
Ticket Register Ind., 1223-27 S. Wabash, Chicago
i, III.
2007-COIN SORTERS & COUNTERS
Abbott Coin Counter Co., 143 St., and Wales Ave.,
New York 54, N. Y.
Associated Ticket & Register Corp., 354 W. 44th,
New York 18, N. Y.
Brandt Automatic Cashier Co., 515-517 1st St., Watertown,
Wis.
Coinometer Corp., 1223-27 S. Wobosh, Chicago 5, Ml.
Globe Ticket Co., 112 N. 12th St., Philo. 7, Po.
Johnson Fare Box Co., 4619 N. Ravenswood, Chicago
40, III.
Klopp Engineering, Inc., 35551 Schoolcraft Rd.,
Livonia, Mich.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Ticket Register Ind., 1223-7 So. Wabash, Chicago 5,
2008-COIN WRAPPERS AND STRAPS
All firms listed above under 2006 plus:
Coinometer Corp., 1223-7 S. Wabash Ave., Chicago, III.
Klopp Engineering Co., Inc., 35551 Schoolcraft Rd.,
Livonia, Mich.
Rolapoc Industries, Box 64, Rochester, N. Y.
Ticket Register Ind., 1223-27 S. Wobosh, Chicago, III.
2009-ELECTRIC TWIN CLOCKS
Electric Ad Clock Co., 218 N. Jefferson, Chicago, III.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Norpat, Inc., 113 W. 42 St., N. Y. 36, N. Y.
2010-SAFES
The Bollom Safe Co., 736 35th St. South, St. Petersburg
7, Fla.
Diet>old, Inc., 818 Mulberry Rd., S. E. Canton, O.
Gory Safe Co., 1020 Crocker St., Los Angeles, Calif.
Herman Sofe Co., Son Francisco 5, Calif.
Herring-Holl-Morvin Safe Co., 1500 Grand Blvd.,
Hamilton, Ohio.
Moslar Safe Co., 320 5th Ave., New York 1, N. Y.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
York Safe & Lock Co., York, Po.
2011 -SPEAKER TUBES
Register Corp., 354 W. 44th, New
Associoted Ticket 8,
York 18, N. Y.
Drive-ln Theotre Mfg. Co., 505 W. 9th St.. K. C, Mo.
Goldberg Bros., 1745 Wozee St., Denver, Colo.
Nolionol Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Universol Corp., 6710 Denton Dr., Dallas, Tex.
Wenzel Projector Co., 2505-19 So. State St., Chicago
16, II.
2012-TICKETS
Ansell-Simplex Ticket Co., Inc., 2834 W. Chicago
Ave., Chicago 22, 111.
Associated Ticket & Register Corp., 354 W. 44th, New
York 18, N. Y.
Coinometer Corp., 1223 S. Wabash, Chicago 5, III.
Foige & Associates, Doc, 630-9th Ave., New York 36,
N. Y.
Globe Ticket Co., 112 N. 12th St., Philadelphia, Po.
Int'l Ticket Co., 506 Grafton Ave., Newark, N. J.
Kansas City Ticket Co., 109 W. 18th St., Kansas
City, Mo.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Notional Ticket Co., 1564 Broodwoy, N. Y. 36, N. Y.
Norpat, Inc., 1 1 3 W. 42 St., N. Y. 36, N. Y.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
Southwest Globe Ticket Co., 8800 Ambassador Row,
Dallas, Tex.
Ticket Register, Ind., 1223 So. Wobosh, Chicogo, 111.
Toledo Ticket Co., 3966 Corowbo St., Toledo 1 2, Ohio
Weldon, Williams & Lick, Inc., Fort Smith, Ark.
Westrex Corp., Ill 8th Ave., New York 11, N. Y.
2013-TICKET CHOPPERS & BOXES
Associoted Ticket & Register Corp., 354 W. 44th, New
York 18, N. Y.
Cinesnax Corp., 988 Market St., Son Francisco, Calif.
Coinometer Corp., 1223-27 S. Wobosh Ave., Chicago, III.
Generol Register Corp., 43-01 22nd St., Long Island
City 1, N. Y.
Goldberg Bros., 1745 Wozee St., Denver, Colo.
GoldE Mfg. Co., 4888 N. Clark, Chicago 7, 111.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
National Ticket Co., 1564 Broadway, N. Y. 36, N. Y.
Neumode Products Corp., 427 42nd, N. Y. C.
Theatre Control Corp., 71 1 W. Confield, Detroit,
Mich.
2014-TICKET ISSUING MACHINES
Associated Ticket & Register Corp., 354 W. 44th St.,
New York 18, N. Y.
Coinometer Corp., 1223-7 So. Wabash Ave., Chicago
5, III.
Drive-ln Theatre Mfg. Co., 505 W. 9th St., K. C. 5,
Mo.
General Register Corp., 43-01 22nd St., Long Island
- City, N. Y.
Globe Ticket Co., 112 No. 12th St., Philo. 7, Po.
GoldE Mfg. Co., 4888 N. Clark, Chicago 40, III.
Notional Ticket Co., 1564 Broadway, N. Y. 36, N. Y.
Ticketmoster, Inc., 1223 S. Wobosh, Chicago 3, III.
Wenzel Projector Co., 2505-19 So. State, Chicago 16,
III.
2015-TICKET REGISTERS
Associated Ticket & Register Corp., 354 W. 44th, New
York 18, N. Y.
Coinometer Corp., 1223-7 So. Wobosh Ave., Chicago
5, III.
Drive-In Theatre Mfg. Co., 505 W. 9th St., K. C. 5,
Mo.
General Register Corp., 43-01 22nd St., Long Islond
City 1, N. Y.
Globe Ticket Co., 112 N. 12th St., Phila. 7, Po.
National Theotre Supply, 92 Gold St., N. Y. 38, N. Y.
"THE KEY TO BETTER BUYING" DIRECTORY OF THE MODERN THEATRE 99

^i
VENDING MACHINE
Use the Index of Advertised Products ot Page 82 to find od-data herein on popular items.
National Ticket Co., 1564 Broadway, N. Y. 36, N. Y.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
Theotre Control Corp., 319 Orleans, Detroit, Mich.
Ticketmoster, Inc., 1223 S. Wobosh, Chicago, III.
2016-TICKET SELLERS' CHAIRS
American Desk Mfg. Co., Box 416, Temple, Tex.
Associated Ticket & Register Corp., 354 W. 44th, New
York 18, N. Y.
Bollontyne Co., 1707 Davenport, Omaha 2, Neb.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y
2017-TURNSTILES
Coinometer Corp., 1223-27 S. Wabash Ave., Chicago, III.
Globe Ticket Co., 112 N. 1 2th St., Phila 7, Pa.
Perey Turnstile Co., 101 Pork Ave., N. Y. 17, N. Y.
Ticket Register Ind., 1223-27 So. Wabash Ave., Chicago
5, III.
21 VENDING MACHINES
2101-ASPIRIN VENDER
Aspir-Vend, Inc., 451 N. Lo Cienego, Los Angeles,
Calif.
2102-CANDY VENDERS
Atlos Tool & Mfg. Co., 5147 Natural Bridge, St. Louis.
Coon Mfg. Co., 2070 Helena St., Madison, Wis.
Arthur H. DuGrenier, Inc., 15 Hole St., Haverhill, Mass.
J. H. Keeney 8. Co., 2600 W. 50th St., Chicago 32, III.
James H. Martin Co., 1343 S. Wabash, Chicago, III.
Mercury Vendors, Inc., 5209 Euclid Ave., Cleveland
3, Ohio
Mills Automatic Merchandising Corp., 4100 Fullerton
Ave., Chicago 39, III.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Nationol Venders, Inc., 5055 Natural Bridge Rd.,
St. Louis 15, Mo.
Rowe Mfg. Co., 31 E. 17th St., N. Y. 3, N. Y.
Sanitary Automatic Candy Corp., 259 W. 14th,
N. Y. C.
Shipman Mfg. Co., 1326 S. Loreno St., Los Angeles
23, Calif.
Stoner Mfg. Co., 328 Gale St., Aurora, III.
2103-CARD VENDERS
Exhibit Supply Co., 4222 West Lake St., Chicago 24,
III.
2104-CIGARETTE VENDERS
APCO, Inc., 1740 Broadway, N. Y. 19, N. Y.
Automofic Products Co., 250 W. 57th St., N. Y.
Coon Mfg. Co., 2070 Helena St„ Madison, Wis.
C.
Continental Vending Machine Corp., Westbury 21,
N. Y.
Eastern Electric, Inc., New Bedford, Mass.
A. H. DuGrenier, Inc., 15 Hale St., Hoverhill, Moss.
Lehigh Foundries, Inc., Easton, Pa.
Mercury Vendors, Inc., 5209 Euclid Ave., Cleveland
3, Ohio
Notional Theatre Supply, 92 Gold St., New York 38,
N. Y.
National Venders, 5055 Natural Bridge, St. Louis, Mo.
Rowe Mfg. Co., 31 E. 17th St., N. Y. 3, N. Y.
Shipmon Mfg. Co., 1326 So. Loreno St., Los Angeles
23, Calif.
Stoner Mfg. Corp., 328 Gale, Aurora, III.
2105-CiGAR VENDERS
DuGrenier, Inc., Arthur H., 15 Hole St., Haverhill,
Mass.
2106-COFFEE, SOLUBLE for VENDING
MACHINES
Notional Theatre Supply, 92 Gold St., New York 38,
N. Y.
Nestle Co., Inc., The, 2 William St., White Plains,
N. Y.
2107-COFFEE VENDERS, CUP, AUTOMATIC
APCO, Inc., 1740 Broodwoy, N. Y. 19, N. Y.
Chef-Way, Inc., 527 Southwest Blvd., Kansas City,
Mo.
Coon Mfg. Co., 2070 Helena St., Madison, Wis.
Coinometer Corp., 1223-27 S. Wabosh Ave., Chicago, III.
Cole Prod. Corp., 560 W. Lake St., Chicago 3, III.
Dixie Cup Co., 24th & Dixie Ave., Eoston, Penn.
Drink Master Corp., 227 S. Robertson Blvd., Beverly
Hills, Calif.
J. H. Keeney & Co., Inc., 2600 W. 50th St., Chicago, III.
Mercury Vendors, Inc., 5209 Euclid Ave., Cleveland
3, Ohio
Bert Mills Corp., Box 379, St. Charles, III.
Mills Industries, Inc., 4235 W. North Ave., Chicogo, III.
Nationol Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Rudd-Melikion, Inc., 1947 N. Howord, Philo., Pa.
Spocorb, Inc., 270 Madison Ave., New York, N. Y.
Steel Products Co., 40 Eighth Ave., S. W. Cedar
Rapids, Iowa.
2108-COIN CHANGERS, AUTOMATIC
APCO, Inc., 250 W. 57th St., N. Y. 19, N. Y.
Cole Prod. Corp., 39 S. LaSall* St., Chicago 3, III.
Gront Money-Meters Co., 17 Warren St., Providence, R.I.
Klopp Engineering, Inc., 35551 Schoolcraft Rd.,
Livonia, Mich.
Mills Industries, Inc., Chicago 30, III.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
A. G. Sebring Corp., 2300 W. Armitoge, Chicago, III.
Ticket Register Ind., 1223-27 So. Wabash, Chicago, 111.
Vendo Co., 7400 E. 12th St., Kansas City 26, Mo.
2109-COMB VENDER
National Theatre Supply, 92 Gold St., New York 38,
N. Y.
2110-CREAM, SOLUBLE FOR VENDING
MACHINES
M&R Dietetic Labs., Inc., 625 Cleveland Ave., Columbus
16, Ohio.
2111-CUP DISPENSERS
American Paper Goods Co., The, 449 Main St., Kensington,
Conn.
Cole Products Corp., 39 S. Lo Salle, Chicago 3, III.
Dad's Root Beer Co., 2800 N. Tolman Ave., Chicago
18, lU.
Dixie Cup Corp., Easton, Pa.
Dore Popcorn Co., 5913 W. North Ave., Chicago
39, III.
Gold Medal Products Co., 318 E. Third St., Cincinnotti
2, Ohio.
Lily-Tulip Cup Corp., 122 E. 42nd St., N. Y. 17, N. Y.
Monley, Inc., 1920 Wyandotte, K. C. 8, Mo.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Pepsi-Colo Co., 3 W. 57th, N. Y. 19, N. Y.
Smith Co., Roy., P. O. Box 2646, Jacksonville, Flo.
Steel Products Co., 40 Eighth Ave., S. W. Cedar
Rapids, Iowa.
2112-DRINK VENDERS, BOTTLE
National Theatre Supply, 92 Gold St., New York 38,
N. Y.
Pepsi-Colo Co., 3 W. 57th St., New York City, N. Y.
2113-DRINK VENDERS, CAN
Dariomotic, Inc., 1827 Pontius Ave., Los Angeles, Col.
Contrell & Cochran, Route 4, Nordhoff PI., Englewood,
N. -y.
2114-DRINK VENDERS, CUP
i^PCO, Inc., 1740 Broadway, N. Y. 19, N. Y.
Atlas Tool & Mfg Co., 5147 Natural Bridge, St.
Louis 45, Mo.
Automatic Products Co., 250 W. 57th St., N. Y.
Cole Products Corp., 560 W. Lake, Chicago, III.
C.
Dad's Root Beer Co., 2800 Talman Ave., Chicago, III.
Dr. Pepper Co., P. 0. Box 5086, Dollos, Tex.
Hires Co., Chorles E., 206 S. 24th St., Phila. 3, Po.
Lennox Monufocturing Co., 5000 Holstead St., Chicago,
III.
Lily-Tulip Cup Corp., 122 E. 42nd St., N. Y. 17, N. Y.
Lyon Industries, Inc., 373 Fourth Ave., New York
16, N. Y.
Mills Industries, Inc., 4100 Fullerton, Chicago 39, III.
Novenco Mfg. Co., 2205 Butler St., Dallas 6, Tex.
Orange-Crush Co., 318 West Superior, Chicago 10,
III.
Pepsi-Colo Co., 3 W. 57th St., N. Y., N. Y.
Rowe Mfg. Co., Inc., 31 E. 17th St., N. Y., N. Y.
Rowe-Spacorb, Inc., 375 Fairfield Ave., Stamford,
Conn.
Stoner Mfg. Co., 328 Gale St., Aurora, III.
Supurdisploy, Inc., Suite 2100, Wis. Tower BIdg.,
Milwaukee 3, Wis.
Wolky Koffee Corp., 401 Schweiter BIdg., Wichita,
Kas.
2115-DRINK VENDERS, MULTIPLE
FUVORS
APCO, Inc., 1740 Broadway, New York 19, N. Y.
Corbonic Dispenser, Inc., Herbert Road, Canfield, Ohio.
Cole Prod. Corp., 560 W. Lake St., Chicago 3, III.
Dariomotic, Inc., 1827 Pontius Ave., Los Angeles 25,
Calif.
Lyon Industries, Inc., 373 Fourth Ave., New York, N. Y.
Mills Industries, Inc., 4235 W. North Ave., Chicogo
39, III.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Novenco Mfg. Co., 2205 Butler St., Dollos 6, Tex.
Pepsi-Colo Co., 3 W. 57th St., New York City, N. Y.
Rowe Spocorb, Inc., 375 Fairfield Ave., Stamford,
Conn.
Superior Refrigerator Mfg. Co., IrK., 822-24 Hodiamont
Ave., St. Louis 12, Mo.
2116-DRINK VENDERS, SINGLE FLAVOR
APCO, 1740 Broadway, N. Y.
Cole Prod. Corp., 560 W. Lake St., Chicago 3, III.
Lyon Industries, Inc., 373-4th Ave., New York, N. Y.
National Theatre Supply, 92 Gold St., New York 38,
N. Y.
Pepsi-Cola Co., 3 W. 57th St., New York City, N. Y.
2117-FRUIT JUICES
Heat Exchangers, Inc., 2003 W. Fulton, Chicago 12, III.
Notional Theatre Supply, 92 Gold St., New York 38,
N. Y.
2118-FRUIT JUICE VENDERS
Doriomotic, Inc., 1827 Pontius Ave., Los Angelas 25,
Calif.
Fruit-O-Motic Mfg. Co., Box 28, Giendole 5, Calif.
2119-FRUIT VENDERS
Notional Theatre Supply, 92 Gold St., New York 38
N. Y.
2120-GUM VENDERS
American Chewing
Newark 4, N. J.
Products Corp., 138 Mt. Pleasont,
Belvend Mfg. Co., 122 S. Michigan, Chicogo, III.
Clark Bros. Gum Co., Merchant St., Pittsburgh 12, Pa.
Columbus Vending Co., 2005 E. Moin St., Columbus
9, Ohio.
Arthur H. DuGrenier, Inc., 17 Hole, Haverhill, Moss.
Mills Industries, Inc., 4100 Fullerton, Chicago, III.
Notional Theatre Supply, 92 Gold St., New York 38,
N. Y.
Shipman Mfg. Co., 1326 S. Loreno St., Los Angeles
23, Calif.
2121-HANDKERCHIEF VENDERS
Standard Handkerchief Co., Inc., 1 Bond St., New
York 12, N. Y.
2122-HOT & COLD COMBINATION
BEVERAGE CUP VENDERS
APCO, Inc., 1740 Broadway, New York 19, N. Y.
Cole Prod. Corp., 560 W. Lake St., Chicago 3, III.
Mills Corp., The Bert, Box 379, St. Charles, III.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Pepsi-Colo Co., 3 W. 57th St., New York City, N. Y.
2123-ICE CREAM BAR VENDERS
Atlas Tool & Machine Co., 5147 Not. Bridge, St. Louis
15, Mo.
Belvend Mfg. Co., 122 S. Michigan, Chicago, III.
Drincolotor Corp., 3700 Oakwood Ave., Youngstown,
Ohio.
Fred Hebel Corp., Addison, III.
Mills Industries, Inc., 4100 Fullerton, Chicago, III.
Notional Theatre Supply, 92 Gold St., New York 38,
N. Y.
Rowe Mfg. Co., 31 East 17th St., N. Y., N. Y.
Supurdisploy, Inc., 1324 W. Wise. Ave., Milwoukee
3, Wis.
Vendi-Freeze, 127 N. Dearborn, Chicago, III.
Vendo Co., 7400 E. 12th St., Kansas City 26, Mo.
Wolky Koffee Corp., 401 Schweiter BIdg., Wichita,
Kas.
2124-MILK VENDERS
Dariomotic, Inc., 1827 Pontius Ave., Los Angeles 25,
Calif.
Vendo Co., 7400 E. 12th St., Konsas City, Mo.
2125-MINT & ROLL VENDERS
Mills Industries, Inc., 4100 Fullerton, Chicago 39, III.
Shipman Co., 1226 S. Loreno, Los Angeles, Colif.
Stoner Mfg. Co., 328 Gale St., Aurora, III.
2126-NUT VENDERS
Columbus Vending Co., The., 2005 E. Main St.,
Columbus 9, Ohio.
Krispy Kist Korn Machine Co., 120 S. Hoisted, Chicago
6, III.
Mellos Peanut Co. of III., 724 W. Randolph, Chicogo
6, III.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Northwest Corp., Morris, III.
Oak Mfg. Co., 11411 Knightsbridge Ave., Culver
City, Calif.
PAPER CUPS-See 423
2127-PARTS and REPLACEMENTS, DRINK
MACHINES
Cole Products Corp., 39 S. LoSalle, Chicago 3, III.
Concession Supply Co., 3916 Secor Rd., Toledo 13,
Ohio.
Monley, Inc., 1920 Wyandotte, K. C. 8, Mo.
Mills Industries, Inc., 4100 Fullerton, Chicogo, III.
Mission Dry Corp., 5001 S. Soto St., Los Angeles, Col.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Orange Crush, 2201 W. Main St., Evonston, III.
Selmix Dispensers, Inc., 28-25 Borden Ave., L. I. C,
N. Y.
Theotre Specialties, Inc., 1615 Cordova St., Los Angeles
7, Calif.
2128-PASTRY DISPENSERS
DuGrenier, Inc., Arthur H., 15 Hale St., Haverhill,
Moss.
2129-PERFUME DISPENSERS
Colmo, Inc., 70 Piedmont St., Worcester 10, Moss.
Jo-Lo Perfumotic Dispenser, Inc., 328 Stovers Ave.,
Jersey City 5, N. J.
Shipman Mfg. Co., 1326 So. Loreno St., Los Angeles
23, Colif.
2130-PHOTOGRAPH MACHINES
Auto Photo Co., 1100 East 33rd St., Los Angeles II,
Colif.
International Mutoscope Corp., 4402 11th St., Long
Island City 1, N. Y.
21 31 -POPCORN VENDERS
APCO, Inc., 1740 Broodwoy, New York 19, N. Y.
Automatic Products Co., 250 W. 57th St., N. Y., N. Y.
100 WHEN WRITING MANUFACTURERS OR THEIR DISTRIBUTORS PLEASE MENTION

'
FREE Postcards are provided at Page 82 to bring you full information, prices, etc., on any Advertised Product VENDING MACHINES
onanza, Inc., 2980 W. Pico, Los Angeles, Colif.
oncession Supply Co., 3916 Secor Rd., Toledo, Ohio.
R. Geisler & Assoc, P. O. Box 726, Beverly Hills,
Calif.
[Crispy Kist Korn Machine Co., 120 S. Hoisted,
Chicago 6, III.
Aellos Peanut Co. of III., 724 W. Randolph, Chicago 6.
Motional Theatre Supply, 92 Gold St., New York 38,
N. Y.
fjorso America, Inc., 356 S. B'Way, Los Angeles,
Colif.
Pop Fresh Popcorn Co., 4407 N. Norntandie, Los
Angeles, Colif.

DRIVE-INS
Use the Index of Adrertised Products at Page 82 to find ad-data herein on popular items.
Poramount Fireworks Co., P. O. Box 1272, Tulsa 1,
Okla.
Waid & Co., 208 Broadway, Karuos City, Mo.
FLOODLIGHTS-See 1212
2318-FOGGiNG EQUIPMENT
Brulin & Co., Inc., 2939-45 Columbia Ave., Indpls.
7, Ind.
Gravely Tractor Co., Dunbar, W. Va.
Minn. Fire Extinguisher Co., Inc., 2480 University
Ave., St. Paul 14, Minn.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Silver Creek Precision Corp., 283 Central Ave., Silver
Creek, N. Y.
Smith Co., Roy, 365 Pork St., Jacksonville, Flo.
Todd Shipyards Corp., Products Div., Columbia &
Halleck Sts., Brooklyn 31, N. Y.
West Disinfecting Co., 42-16 West St., L.I.C. 1, N. Y.
FOOD SERVICE EQUIPMENT-See 2425
2319-GROUNDS SWEEPERS, POWER
Gravely Tractors, Inc., Dunbar, W. Va.
Mideast Soles Co., 106 Pendery Ave., Cincinnati, Ohio
Modern Mfg. Co., 160 N. Fair Oaks, Pasadena, Calif.
National Theotre Supply, 92 Gold St., N. Y. 38, N. Y.
2320-GROUND SURFACING MATERIALS
2321-HEATERS-iN-CAR
Arvin Industries, Inc., Columbus, Ind.
Ballantyne Co., 1712 Jackson St., Omaha 2, Neb.
Commercial Controls Corp., Electromode Div., 45
Crouch St., Rochester 3, N. Y.
Hornstein, Inc., Joe, 341 W. 44th St., New York 36,
N. Y.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Radio Corp. of America, Bldg. 15-1,
Sts., Camden, N. J.
Front & Cooper
Sandler Mfg. Co., 2108 Payne, Cleveland, Ohio
Thermolator Corp., 1628 Victory Blvd., Glendale 1,
Calif.
2322-HIGHWAY FLARE LIGHTS
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
2323-HOT FOOD SERVER
Concession Supply Co., 3916 Secor Rd., Toledo 13, Ohio
Notionol Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Sheeler 8. Sons, Inc., Daniel H., 190-42 112 Ave., St.
Albans 12, N. Y.
2324-INCINERATOR CARTS
County Specialties, Box 468, Ossining, N. Y.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Neil Co., H. E., Linden, Pa.
INTERCOMMUNICATIONS SYSTEMS-See 1806
2325-LAWN MOWERS, POWER
Drive-In Theatre Mfg Co., 505 W. 9th St., K. C, Mo.
General Playground Equip., Inc., 1133 So. CourtlarKJ,
Kokomo, Ind.
Gravely Motor Plow & Cultivator Co., Dunbar, W. Va.
Hiller Engineering Corp., P. O. Box 175, Los Altos,
Calif.
Ideal Power Motor Co., Springfield, Mass.
Jari Products, Inc., 2938 Pillsbury So., Minneapolis 8,
Minn.
Modern Mfg. Co., 160 N. Fair Oaks Ave., Pasadena,
Calif.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Toro Mfg. Corp., 3042 Snelling Ave., South Minneapolis
6, Minn.
2326-LAWN SEEDS & PLANT FOODS
Imperial Products Co., 1600 Fontain St., Philadelphia
21, Pa.
Prunty Seed & Grain Co., 620 N. 2nd, St. Louis 2, Mo.
0. M. Scott & Sons Co., Marysville, Ohio
2327-LIGHTING SYSTEMS-DRIVE-IN
Ballantyne Co., 1712 Jackson, Omoha 2, Neb.
Dowo Corp., 145 N. Erie, Toledo 2, Ohio
Drive-ln Theatre Mfg. Co., 505 W. 9th St., K. C, Mo.
Fairbanks, Morse & Co., 600 S. Michigan Ave., Chicago
5, III.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Steber Mfg. Co., Broadview, III.
2328-LIGHTING TOWER
Notional Theotre Supply, 92 Gold St., N. Y. 38, N. Y.
Radio Corp. of America, Bldg. 15-1, Front & Cooper
Sts., Camden, N. J.
MICROPHONES-See 1808
2329-MOSQUITO REPELLENT
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Pic Corp., 837 Broad St., Nework 2, N. J.
Smith Co., Roy, 365 Pork St., Jocksonvllle, Flo.
2330-OUTDOOR SEATiNG-(See also 2302)
Amcricon Desk Mfg. Co., P. O. Box 416, Temple, Tex.
American Seating Co., 901 Bdwy., Grar>d Ropidi, Mich.
Ballantyne Co., 1712 Jackson St., Omoha 2, Neb.
Drive-ln Theotre Mfg. Co., 505 W. 9th St., K. C, Mo.
Griggs Equip. Co., 209 Beol St., Belton, Tex.
Heywood-Wokefield Co., 3010 10th St., Menominee,
Mich.
Ideol Seating Co., 519 Ann St., N.W„ Grand Ropids,
Mich.
International Seat Corp., W. Pearl St., Union City,
Ind.
Jamison Mfg. Co., 8790 So. Mettler St., Los Angeles
3, Calif.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
RCA Theatre Equipment Div., Front i Cooper Sts.,
Camden, N. J.
Southern Desk Co., Hickory, N. C.
2331-PAINT FOR DRIVE-INS
Campbell Co., M. L., 2909 Chrysler Rd., Kansas City
15, Kas.
Drive-ln Theatre Mfg. Co., 505-9th St., Kansas City,
Mo.
Notional Theatre Screen Refinishing Co., 129 Zenner
St., Buffalo 11, N. Y.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Pittsburgh Plate Gloss Co., One Gateway Center,
Pittsburgh 22, Pa.
Spatz Paint Industries, Inc., 5237 Manchester, St.
Louis, Mo.
Vocalite Screen Corp., 19 Debevoise Ave., Rochester,
N. Y.
2332-PEST & INSECT CONTROL, OUTDOOR
Brulin & Co., 2939 Columbia Ave., Indianopolis, Ind.
Burr Chemical Co., 3329 Auburn, Rockford, III.
Concession Supply Co., 3916 Secor Rd., Toledo, Ohio
Devenco, 150 Broadway, N. Y. C.
The Dow Chemicol Co., Midland, Mich.
Dyna Fog Corp., Dayton Municipol Airport, Vorvdolia,
Ohio
Gardner Manufacturing Co., 3655 Barstow St., Horicon.
Wis.
Huntington Laboratories, Inc., Huntington, Ind.
Imperial Products Co., 1600 Fontain St., Phila., Pa.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Pic Corporption, 837 Broad St., Newark 2, N. J.
Silver Creek Precision, Silver Creek, N. Y.
Todd Shipyards Corp., Products Div., Columbia &
Halleck Sts., Brooklyn 31, N. Y.
Welch Equip. Co., 224 S. Michigan, Chicago, III.
2333-PLAYGROUND
RIDES
EQUIPMENT-KIDDIE
American Playground Device Co., 1801 So. Jackson,
Anderson, Ind.
Arrow Development Co., 243 Moffet Blvd., Mountain
View, Calif.
Amusement Supply Co., 1791 Vine Street, Salt Lake
City, Utah.
Burke Co., J. E., Fond du Lac, Wis.
W. S. Darley Co., 2810 W. Washington, Chicago, III.
Dreyer Co., 4164 W. Washington St., Indpls. 21, Ind.
Jam'ison Mfg. Co., 8790 S. Mettler St., Los Angeles
3, Calif.
King Amusement Co., 82 Orchard, Mt. Clemens, Mich.
Meteor Machine Co., 75 West 45th St., New York
36, N. Y.
The Miracle Equip. Co., Box 275, Grinnell, lowo
Murdock Mfg. Co., 4056 Del Rey, Venice, Calif.
National Amusement Device Co., Box 488, V. A. F.,
Dayton, Ohio.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Overland Amusements, U. S. Rt. 1, Sougus, Mass.
Recreation Equip. Co., 724 W. 8th, Anderson, Ind.
Smith & Smith, Inc., 303 Franklin St., Springville,
N. Y.
Standard Kiddie Rides Mfg. Co.,
Long Beach, L. I., N. Y.
201 East Broadwoy,
Tinkertown Enterprises, 6039 West 76th St., Los
Angeles 45, Colif.
Weld Built Body Co., 5903 Preston Ceurt, Brooklyn
34, N. Y.
2334-PLAYGROUND
Eli Bridge Co., 800-820 Cose Ave., Jacksonville, III.
Exhibit Supply Co., 4218-30 W. Lake St., Chicago, III.
H. E. Ewort, 707 E. Greenleof St., Com^ton, Calif.
Gunyon Enterprises, 602 N. Columbia, Frankfort, Ind.
The Delmer F. Harris Co., Concordia, Kas.
Herschell, Allan Co., Inc.,
Tonowonda, N. Y.
104 Oliver St., North
Hiller Engineering Corp., P. O. Box 175, Los Altos,
Calif.
Hodges Amusement & Mfg. Co., 1415 Pruitt, Indianopolis,
Ind.
Hurlburt Amusement Equip. Co., 8218 S. Greenleof,
Whittier, Colif.
International Mutoscope Corp., 4402 1 1th St., L. I. C.
EQUIPMENT-MERRY-
GO-ROUNDS, Mechanically Operated
American Playground Device Co., 1801 So. Jockson
St., Anderson, Ind.
Allan Herschell Co., Inc., North Tonowonda, N. Y.
Mirocle Equipment Co., Box 275, Grinnell, lowo
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Smith Co., Roy, 365 Park St., Jacksonville, Flo.
Supurdisploy, Inc.,
waukee 3, Wis.
1324 W. Witcorain Ave., Mil-
2335-PLAYGROUND EQUIPMENT-MERRY-
GO-ROUNDS, Self Propelled
General Playground Equip., IrK., 1133 So. Courtlond,
Kokomo, Ind.
Harris Co., The Delmer F., P. O. Box 288, Concordio,
Kas.
Jamison Mfg. Co., 8800 S. Mettler St., Los Angeles
3, Calif.
Miracle Equipment Co., Box 275, Grinnell, Iowa
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Recreation Equipment Corp., 724 W. 8th St., Anderson,
Ind. ,
Smith Co., Roy, 365 Pork St., Jacksonville, Flo.
Supurdisploy, Inc.,
waukee 3, Wis.
1324 W. Wisconsin Ave., Mil-
Trojan Playground Equip. Mfg. Co., 11-2 Ave. N.E.,
St. Cloud, Minn.
2336-PLAYGROUND EQUIPMENT-SLIDES,
SWINGS
General Playground
Kokomo, Ind.
Equip., Inc., 1133 So. Courtlond,
Harris Co., The Delmer F., P. O. Box 288, Concordia,
Kas.
Jamison Mfg. Co., 8800 S. Mettler St., Los Angeles
3, Colif.
Mirocle Equipment Co., Box 275, Grinnell, lowo
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Recreation Equipment Corp., 724 W. 8th St., Anderson,
Ind.
Smith Co., Roy, 365 Park St., Jacksonville, Flo.
Supurdisploy, Inc., 1324 W. Wisconsin Ave., Milwaukee
3, Wis.
Trojan Playground Equip. Mfg. Co., 11-2 Ave. N.E.,
St. Cloud, Minn.
2337-PLAYGROUND EQUIPMENT-
MINIATURE TRAINS
Roy L. Maker Co., 3933 Shaffer, Oakland, Colif."
Miniature Train Co., Rensselaer, Ind.
National Amusement Device Co., Box 488 VAF,
Dayton, Ohio
Tompo Body Works, Tampa, Florida
Stondord Kiddie Ride, 201 E. Broadway, Long Beach,
L. I., New York
2338-POOLS, SWIMMING 8, EQUIP.
American Ployground Devices Co., 1801 S. Jackson
St., Anderson, Ind.
Internationol Swimming Pool Corp., 290 Holl Ave.,
White Plains, N. Y.
Welding Engineering Co., 24 Gladys Ave., Hempstead,
N. Y.
PORTABLE FOOD 8. DRINK EQUIPMENT-
See 424
2339-POST LIGHTS
Bollontyne Co., 1712 Jackson, Omoha 2, Neb.
Dowo Corp., 145 N. Erie, Toledo 2, Ohio
Drive-ln Theotre Mfg. Co., 505 W. 9th St., K. C, Mo.
Generol Electric Co., Schenectody 5, N. Y.
Motiogroph, Inc., 4431 W. Loke St., Chicago 24, 111.
Notional Theotre Supply, 92 Gold St., N. Y. 38, N. Y.
R.C.A. Theatre Equip. Soles Co., Bldg. 15-1, Front &
Cooper Sts., Camden 1, N. J.
Signs, Inc., 48 Geneva Avenue, Boston 21, Mass.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
Steber Mfg. Co., 2700 Roosevelt Rd., Broodview, III.
Theatre Specialities, Inc., 1615 Cordova, Los Angeles
7 Colif.
Wenzel Projector Co., 2505-19 S. Stote, Chicago 16, III.
Westrex Corp., Ill 8th Ave., New York II, N. Y.
PUBLIC ADDRESS SYSTEMS-See 1811
2340-RAMP LIGHTS
Ballantyne Co., 1712 Jackson, Omaha 2, Neb.
Dowo Corp., 145 N. Erie, Toledo 2, Ohio.
Drive-ln Theotre Mfg. Co., 505 W. 9th St., K. C, Mo.
Drive-ln Theatre Equip. Co., 2110 Superior, Cleveland
14, Ohio
Motiogroph, Inc., 4431 W. Loke, Chicago, III.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
R.C.A. Theatre Equip. Soles Co., Bldg. 15-1, Front &
Cooper Sts., Comden 1, N. J.
S.O.S. Cinemo Supply Corp., 602 W. 52nd St., New
York 19, N. Y.
Steber Mfg. Co., 2700 Roosevelt Rd., Broodview, III.
Wenzel Projector Co., 2505-19 S. Stote, Chicago 16, III.
2341-RECORDED MUSIC & ANNOUNCEMENTS
Mercury Recording Co., 221 W. 18th St., K. C, Mo.
Muzak Corp., 299 4th Ave., N. Y. 3, N. Y.
Mork Simpson Mfg. Co., 32-28 49th St., L. 1. 3, N. Y.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Edword L. Roskelley, 1801 Del Roncfw Drive, Irving,
Texos
Stromberg-Carlson Co., 100 Carlson Rd., Rochester 3,
N. Y.
RECORD PLAYERS-See 1812
2342-REVOLVING LIGHTS
Drive-In Theotre Mfg. Co., 505 W. 9fh St., K. C, Mo.
Foige & Associates, Doc, 630 Ninth Ave., New York
36, N. Y.
Miniature Train Co., Rensselaer, Ind.
Notionol Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Trippe Mfg. Co., 133 N. Jefferson, Chicago, III.
102 WHEN WRITING MANUFACTURERS OR THEIR DISTRIBUTORS PLEASE MENTION

'
FREE Postcards are provided at Page 82 to bring you full information, prices, etc., on any Advertised Product
DRIVE-INS
1343-SCREEN BRUSHES
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Pittsburgh Plote Glass Co., One Gateway Center,
' Pittsburgh 22, Pa.
Vocolite Screen Corp., 19 Debevoise Ave., Roosevelt,
N. Y.
^CREEN FRAMES-See 1907
t344-SCREEN PAINTS
allantyne Co., 1712 Jackson, Omaho 2, Neb.
3dde Screen Co., P. O. Box 711, San Fernando, Calif,
. L. Campbell Co., 2909 Chrysler Rd., Konsos City,
Kos.
ive-ln Theatre Mfg. Co., 505 W. 9th St., K. C, Mo.
/rod Co., 1206 Cherry, Toledo, Ohio
rational Theatre Screen Refinishing Co., 129 Zenner
I" St., Buffalo 11, N. Y.
Notionol Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Inc., 113 W. 42nd St., N. Y. 36, N. Y.
Rodiant Mfg. Corp., 2627 W. Roosevelt, Chicago 8, III.
INorpat, Roytone Screen Co., 165 Clermont, Brooklyn, N. Y.
Ruscoe Co., W. J. 483 Kenmore Blvd., Akron 1, Ohio
Spotz Point Industries, Inc., 5237 Manchester, St.
f Louis 10, Mo.
Stephenson Air Brush Paint Co., 190 Mac Arthur
Blvd., Oaklond 10, Calif.
i
B.O.S. Cinema Supply, 602 W. 52nd, N. Y. 19, N. Y.
Steelcote Mfg. Co., 3418 Gratiot, St. Louis 5, Mo.
Surface Coating Engineers, 2417 N. Burdick, Kalamazoo,
Mich.
Tropical Paint & Oil Co., The, 1246 W. 70th St.,
Clevelond 2, Ohio
Vocalite Screen Corp., 19 Debevoise Ave., Roosevelt,
N. Y.
2345-SCREEN TOWER FACING
Bollontyne Co., 1712 Jackson, Omaha 2, Neb.
K. C, Mo.
Drive-In Theatre Mfg. Co., 505 W. 9th St.,
Keosby & Mottison, Ambler, Po.
Mosonite Co., Ill W. Washington, Chicago, III.
Monco-Vision, Box 8, Butler, Wis.
National Theatre Supply, 92 Gold St. N. Y. 38, N. Y.
Jackson Construct. Co., P. O. Box 992, Robstown, Tex.
Selby Industries, Inc., 1350 Ghent Hills Rd., Akron, O.
Signs, Inc., 48 Genevo Ave., Boston 21, Mass.
2346-SCREEN TOWERS-CUSTOMBUILT
Bollontyne Co., 1712 Jackson, Omaha 2, Neb.
Drive-In Theatre Mfg. Co., 505 W. 9th St., K. C, Mo.
Jackson Construct. Co., P. O. Box 992, Robstown, Tex.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Radio Corp. of America, BIdg. 15-1, Frotit i Cooper
Sts., Camden, N. J.
Selby Industries, Inc., 1350 Ghent Hills Rd., Akron, 0.
The Patent Scaffolding Co., Inc., 38-21 12th St., L. I.
1, N. Y.
Signs, Inc., 48 Geneva Ave., Boston 21, Mass.
Sonken-Golomba Corp., Riverview at 2nd St., Kansas
City 18, Kos.
Timber Structures, P. O. Box 3782, Portland 8, Ore.
2347-SCREEN TOWERS, EXTENSION
PANELS, etc.
Bollontyne Co., 1712 Jackson, Omaha 2, Neb.
Drive-In Theatre Mfg. Co., 505 W. 9th St., K. C, Mo.
Notionol Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
2348-SCREEN TOWERS, LAMINATED WOOD
Bollontyne Co., 1712 Jackson, Omaha 2, Neb.
Rilco Laminated Products, Inc., W-2591 First Nat'l
Bonk BIdg., St. Paul 1, Minn.
Timber Structures, P. O. Box 3782, Portland 8, Ore.
2349-SCREEN TOWERS, PREFABRICATED,
STEEL
Bollontyne Co., 1712 Jackson, Omaha 2, Neb.
Cartwright i Morrison, Inc., Holcomb, N. Y.
Drive-In Theotre Mfg. Co., 505 W. 9th St., K. C, Mo.
Jackson Construction Co., P. O. Box 992, Robstown,
Tex.
Notional Theotre Supply, 92 Gold St., N. Y. 38, N. Y.
Selby Industries, Inc., 1350 Ghent Hills Rd., Akron 13,
Ohio
Radio Corp. of Americo, BIdg. 15-1, Front & Cooper
Sts., Camden, N. J.
Rilco Lominoted Products, Inc., 2591 1st Not'l Bonk
BIdg., St. Paul, Minn.
Theatre Equip. Co., of Amer., 1 1 1 Michigan, Toledo,
Ohio
2350-SEPTIC TANK CLEANERS
2351-SPEAKER CORDS
Bollontyne Co., The, 1712 Jackson, Omaha 2, Neb.
Bloke Co., Whitney, 1565 Dixwell Ave., Newhoven 14,
Conn.
Century Proj. Corp., 729 7th Ave., N. Y. C.
DAWO Corp., 145 N. Erie St., Toledo 2, Ohio.
Diecost Aluminum Speokers, Inc., 2027 S. Second St.,
St. Louis 4, Mo.
Drive-ln Theatre Mfg. Co., 505 W. 9th St., K. C, Mo.
Drive-in Theatre Equip. Co., Inc., 21 10 Superior,
Cleveland, Ohio.
Eprod Co., 109 Michigan St., Toledo, Ohio.
Horstcin, Inc., Joe, 341 W. 44th St., N. Y. 36, N. Y.
International Projector Corp., 55 LoFronce Ave.,
Bloomfield, N. J.
Koiled Kords, Inc., New Haven 14, Conn.
Minneapolis Speaker Reconing Co., 2312 Cedar Ave.,
Minneapolis 4, Minn.
Motiogroph, Inc., 4431 W. Loke, Chicogo, III.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Norpat, Inc., 113 W. 42nd St., N. Y. 36, N. Y.
Rodio Corp. of Americo, Front & Cooper, 15-1, Camden
3, N. J.
S.O.S. Cinemo Supply Corp., 602 W. 52nd, N. Y. C.
Theatre Speciolties, Inc., 1615 Cordova St., Los Angeles
4, Calif.
United Speaker Co., 1263 Third Ave., New Kensington,
Po.
Westrex Corp., 1 11 8th Ave., New York II, N. Y.
2352-SPEAKER COVERS
Ballantyne Co., 1712 Jackson St., Omaha 2, Neb.
Bemis Bro. Bog Co., 408 Pine St., St. Louis 2, Mo.
Central States Bog & Paper Co., 5221 Naturol Bridge,
St. Louis 15, Mo.
Century Projector Corp., 729 7th Ave., New York
19, N. Y.
Drive-ln Theatre Mfg. Co., 505 W. 9th St., K. C, Mo.
Motiogroph, Inc., 4431 W. Lake, Chicago 24, III..
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Vocalite Screen Corp., 19 Debevoise Ave., Roosevelt,
N. Y.
Westrex Corp., Ill 8th Ave., New York 1 1 , N. Y.
2353-SPEAKER POSTS
Bollontyne Co., 1712 Jackson St., Omaha 2, Neb.
Century Porjector Corp., 729 7th Ave., N. Y., N. Y.
Drive-ln Jheotre Mfg. Co., 505 W. 9th St., K. C, Mo.
Motiogroph, Inc., 4431 W. Lake, Chicogo, 111.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Sonken-Golombo Corp., Riverview at 2nd, K. C, Kos.
Westrex Corp., Ill 8th Ave., New York 1 1 , N. Y.
2354-SPEAKER RECONING SERVICE
Bollontyne Co., 1712 Jackson St., Omoho 2, Neb.
Diecost Aluminum Speakers, Inc., 2027 S. 2nd St.,
St. Louis 4, Mo.
Drive-ln Theatre Mfg. Co., 505 W. 9th St., K. C, Mo.
Evons Reconing Service, 61 1 Forest Ave., Des Moines
14, Iowa.
Minneapolis Speaker Reconing Co., 2312 Cedar Ave.
So., Minneopolis, Minn.
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Western Electronic Co., 3311 Houston Ave., Houston
9, Tex.
Fred M. Walls Theatre Service Co., 827 Wayne, Topeka,
Kos.
2355-SPEAKER, IN-CAR
Bollontyne Co., The, I7I2 Jackson, Omaha 2, Neb.
Bevelite Corp., The, 1615 Cordova St.,' Los Angeles
7, Calif.
Century Projector Corp., 729 7th Ave., N. Y. C.
DAWO Corp., 145 N. Erie St., Toledo 2, Ohio.
Diecast Aluminum Speakers, Inc., 2027 S. Second
St., St. Louis, Mo.
Drive-ln Theatre Mfg. Co., 505 W. 9th St., K. C, Mo.
EPRAD, 1206 Cherry St., Toledo 2, Ohio.
General Electric Co., Electronic Dept., Syrocine, N. Y.
Internotionol Projector Corp., 55 LoFronce Ave.,
Bloomfield, N. J.
Motiogroph, Inc., 4431 W. Lake, Chicago 34, III.
Notionol Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Oxford Electric Corp., 3911 S. Michigan Ave., Chicago
15, III.
Poromel Electronics Corp., 2048 W. North Ave.,
Chicago 47, III.
Quom-Nichols Co., 234 E. Marquette Rd., ot Prairie
Ave., Chicogo 37, III.
RCA Theatre Equip. Soles, RCA Victor Div., Camden,
N. J.
S.O.S. Cinema Supply Corp., 602 W. 52nd, N. Y. C.
Theotrecroft Mfg. Corp., 1878 E. 18th, Clevelond, O.
Theatre Specialties, Inc., 1615 Cordova Ave., Los
Angeles 7, Calif.
United Speaker Co., 1263 Third Ave., Newkensington,
Po.
Wenzel Projector Co., 2505-09 S. State, Chicago, 111.
Westrex Corp., Ill 8th Ave., N. Y. 1 1 , N. Y.
2356-SPEAKERS, STEREOPHONIC, MULTIPLE
UNIT
Bollontyne Co., The, 1712 Jackson, Omoho 2, Neb.
Internotionol Projector Corp., 55 LoFronce Ave.,
Bloomfield, N. J.
2357-SPEAKERS, STEREOPHONIC,
2-SPEAKER SYSTEMS
Bollontyne Co., The, 1712 Jackson Ave., Omaha 2,
Neb.
International Projector Corp., 55 LoFronce Ave.,
Bloomfield, N. J.
Notionol Theotre Supply, 92 Gold St., N. Y. 38, N. Y.
2358-SPEAKER THEFT PREVENTION
DEVICES
National Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Radio Corp. of America, BIdg. 15-1, Front & Cooper
Sts., Camden, N. J.
Speaker Security Co., Willow Ave. at 17th St., Hoboken,
N. J.
2359-STEREOPHONIC SOUND SYSTEMS
Bollontyne Co., The, 1712 Jackson, Omaha 2, Neb.
Century Projector Corp., 729 7th Ave., N. Y. 1 9, N. Y.
International Projector Corp., 55 LoFronce Ave.,
Bloomfield, N. J.
Mognosync Mfg. Co., Ltd., 5546 Sotsumo Ave., No.
Hollywood, Colif.
National Theotre Supply, 92 Gold St., N. Y. 38, N. Y.
Radio Corp. of America, BIdg. 15-1,
Sts., Camden, N. J.
Front 8. Cooper
Stephens _Tru-Sonic, Inc., 8538 Warner Dr., Culver
City, Calif.
2360-SWEEPERS, GROUNDS, POWER
Gravely Tractor Co., Dunbor, W. Vo.
Mideast Soles Co., 106 Pendery Ave., Cincinnati 15,
Ohio
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
TAPE RECORDERS (See Sound)
2361-TAPE RECORDING SERVICES
RCA Service Co., Inc., Cherry Hill, Camden 8, N. J.
Roskelley, Edward L., 1801 Del Roncho Dr., Irving,
Texas.
2362-TRACTORS, SMALL
Gravely Tractors, Inc., Dunbar, W. Va.
Toro Mfg. Corp., 3042 Snelling Ave. So., Minneapolis
6, Minn.
2363-TRAFFIC COUNTERS
K. Hill Signal Co., Uhrichsville, Ohio
Palmer Engineering & Development Co., 2459 N.
Chico, El Monte, Calif.
Notionol Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Tallen & Cooper, Inc., 75 Front St., Brooklyn 1, N. Y.
2364-TRAFFIC EXIT GATE
C&R Enterprises, 213 So. 2nd St., Sterling, Colo.
Tallen & Cooper, Inc., 75 Front St., Brooklyn 1, N. Y.
2365-TRAFFIC WAND FLASHLIGHTS
Dorley & Co., W. S., 2810 Woshington Blvd., Chicogo
12, ill.
LoVezzi Machine Works, 4635 W. Lake St., Chicago
44, III.
Lake Erie Chemical Co., 2200 Scronton Rd., Cleveland,
Ohio.
Gits Molding Corp., 4600 W. Huron St., Chicago, 111.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
TRAINS, MINIATURE-See 2337
2366-UNDERGROUND CABLES
Ballantyne Co., 1712 Jockson St., Omoho 2, Neb.
Drive-ln Theatre Mfg. Co., 505 W. 9th St., K. C, Mo.
Drive-ln Theatre Equipment Co., Inc., 2110 Superior
Ave., Cleveland 14, Ohio.
General Electric Co., Construction Moterials Div.,
Bridgeport, Conn.
Motiogroph, Inc., 4431 W. Lake, Chicago, III.
Notional Theatre Supply, 92 Gold St., N. Y. 38, N. Y.
Norpat, Inc., 113 W. 42nd St., N. Y. 36, N. Y.
Radio Corp. of America, Front & Cooper Sts., Camden,
N. J.
Roytone Screen Corp., 165 Clermont Ave., Brooklyn
5, N. Y.
Simplex Wire & Coble Co., 79 Sidney, Combridge,
Mass.
S.O.S. Cinema Supply Corp., 602 W. 52nd St., N. Y.
19, N. Y.
U. S. Rubber Co., 1230 Ave. of the Americas, N. Y.
20, N. Y.
Western Insulated Wire Co., 2425 E. 30th, Los Angeles
58, Calif.
Whitney-Blake Co., 1565 Dixwell Ave., New Haven,
Conn.
2367-VACUUM CLEANER
(for Outdoor Theatres)
Mid Eost Soles Co., Box 62, Lockland 15, Ohio.
2368-VISORS FOR CARS
Thackeray Co., The, 940 S.W. Chestnut Dr., Portland,
Ore.
WALK-IN SEATING-See 2306
2369-WEED KILLERS
Bollontyne Co., 1712 Jackson, Omoho 2, Neb.
Brulin & Co., 2939 Columbia, Indionopolis 7, Ind.
California Sproy-Chemicol Corp., Lucos and Ortho
Way, Richmond, Calif.
Chemical Insecticide Corp., 57 13th St., Brooklyn,
N. Y.
Dow Chemicol Co., Midland, Mich.
Huntington Loboratories, Inc., 900-970 E. Tipton St.,
Huntington, Ind.
Imperial Products Co., 1600 Fontoin St., Philadelphia
21, Po.
Pittsburgh Plate Glass Co., One Gateway Center,
Pittsburgh 22, Po.
Prunty Seed 8. Groin Co., 620 N. 2nd St., St. Louis
2. Mo.
U. S. Rubber Co., 1240 Ave. of The Americas, N. Y.
20, N. Y.
West Disinfecting Co., 42-16 West St., L.I.C. 1, N. Y.
'THE KEY TO BETTER BUYING" DIRECTORY OF THE MODERN THEATRE 103

^
Material and Equipment by TRADE NAMES
AN ALPHABETICAL DIRECTORY OF COMMODITIES POPULARLY REFERRED TO AS "ADVERTISED BRANDS"
ACE popcorn warmers: Blessing-Hoffmon Corp., 2104
N. Orchard St., Chicogo 14, 111.
ACOUSTICON heoring old: Dictograph Product*, Inc.,
95-25 M9th St., Jamoica, New York.
ACOUSTICRAFT drive-in speakers: DAWO Osrp., 145
North Erie, Toledo.
AGITAIR air diffusers, filters ond exhousters: Air
Devices, Inc., 17 E. 42nd St., New York 17, N. Y.
AIR-CHAMP theotre oir washers: Alton Manufacturing
Co., 1112 Ross Ave., Dallos 2, Texas.
AIRFLO theatre chairs: Heywood-Wokefield Theatre
Seating Div., 301 0-1 0th St., Menominee, Mich.
AIRFOAM cushioning: Goodyear Tire 8. Rubber Co.,
1144 E. Market St., Akron, Ohio.
AIRTEMP oir conditioning equipment: Chrysler Corp.,
Airtemp Div., 1119 Leo St., Doyton, Ohio.
ALL-AMERICAN picnic grills: American Playground
Service Co., Anderson, Ind.
ALL-PURPOSE botch ice cream & custard freezer:
Mills Industries, Inc., 4235 W. North Ave., Chicago
39, 111.
ALMOND JOY candy bar: Peter Paul, Inc., Nougatuck.
Conn.
ALUMINEX poster cases, aluminum door hordware,
drlve-in thedtre guide lights: Theatre Specialties,
Inc., Los Angeles 7, Callt.
AMBASSADOR popcorn machine: Cretors, Popcorn
BIdg., Nashville, Tenn.
AMPEX sound systems: Ampex Corp., 934 Charter St.,
Redwood City, Calif.
ANEMOSTAT air diffusers: Anemostat Corp. of America,
10 Eost 39th St., New York I«, N. Y.
ANEMOTHERM oir meter: Anemostat Corp. of America,
10 E. 39th St., New York 16, N. Y.
ARC-MASTER prolection arc lomps: The Ballontyne
Company, 1712 Jockson, Omaha 2, Neb.
ARCTIC BLANCH outdoor screen paint: National Theatre
Screen Refinlshing Co., 129 Zenner St., Buffalo
11, N. Y.
ARISTOCRAT popcorn popper: Manley, Inc., 1920
Wyondotte St., Kansas City, 8 Mo.
ASTROLITE CinemaScope screen: Radiant Mfg. Co.,
2627 W. Roosevelt Rd., Chicago, III.
AUDIO-CHROME theotre screens: Vocollte Screen
Corporotion, 19 Debevolse Ave., Roosevelt, N. Y.
AUDIO-LITE theatre screens: Vocollte Screen Corporation,
19 Debevoise Ave., Roosevelt, N. Y.
AUTODRAPE curtain controls: Automatic Devices
Co., 1035 Linden St., Allentown, Po.
AUTOMATICKET ticket chopper: General Register
Corp., 36-30 33rd St., Long Island City 1, N. Y.
BABY ELI WHEEL ferris wheel: Eli Bridge Co., 800-820
Cose Ave., Jacksonville, III.
BESTEEL curtain frocks: Automatic Devices Co.,
1035 Linden St., Allentown, Pa.
BESTWALL gypsum loth, wollboards. Interior paints:
Certoin-Teed Products Corp., 120 E. Lancaster Ave.,
Ardmore, Pa.
BEVELITE plastic morquee letter poster coses and
drive-in speakers: Theatre Specialties, Inc., 1615
Cordova St,, Los Angeles 7, Coll.
BIG SQUARE candy bar: Paul F. Beich Co., Bloomington,
111.
BIG TIME candy bar: Hollywood Brands, Inc., 836 S.
Chestnut, Centralio, III.
BIO carbons: Helros Carbons, Inc., 122 Woshlngton
St., Bloomfield, N. J.
BIT-O-COCONUT candy bar; Schutter Candy Co.,
4730 W. Augusto Blvd., Chicogo 51, III.
BIT-0-HONEY condy bar; Schutter Condy Co., 4730
W. Augusta Blvd., Chicago 51, III.
BLACKCR0W5 condy drops: Mason, Au & Mogenheimer
Confy. Mfg. Co., P. 0. Box 549, Mineolo, L. I.,
NY.
BLO-R-VAC tonk-type cleaner: Ideal Industries, 5225
Park Ave., Sycamore, III.
BODIFORM theotre choirs: American Seating Compony,
9th & Broodwoy, Grand Roplds 2, MlCTi.
BOLTAFLEX oil-plastic upholstery fabric: Bolta Products
Soles, Inc., 70 Garden St., Lawrence, Mass.
BOLTAWALL plastic wall covering: Bolto Products
Soles, Inc., 70 Garden St., Lawrence, Moss.
BOWLAIDE a, BOWLETn liquid toilet bowl cleaners:
Brulin & Co., Inc., 2939-45 Columbia Ave., Indionopolis
7, Ind.
BOWLINE screen frome: Hubert Mitchell Industries,
Hortselle, Alo.
BRULIN-BRIGHT slip-resistant floor finish: Brulin &
Co., Inc , 2939-45 Columbia Ave., Indianapolis, Ind.
BRULINFOAM liquid hand soop for dispensers: Brulin
& Co., Inc., 2939-45 Columbia Ave., Indianapolis
7, Ind.
BRULINSEPTtC liquid disinfectant: Brulin & Co., Inc.,
2939-45 Columblo Ave., Indianapolis 7, Ind.
BUCKINGHAM manually operated beverage dispenser:
Heot Exchangers, Inc., 2003 W. Fulton, Chicago 12.
BUCK PRIVATE candy bor; Henry Heide, Inc., 313
Hudson St., New York 13, N. Y.
BUFFETERIA mobile concession: Woiky-Koffee Co.,
401 Schweitzer Co., Wichita, Kas.
BUR-CO bird repellont; Burr Chemical Co., 3325
Rockford, III.
BUT-R-CHURN popcorn butterer: West Coast Sheet
Metal Works, 935 Venice Blvd., Los Angeles, Calif.
BUTTERBRICKLE candy bors: Fern Bros., Inc., 114-
128 E. 10th St., Sioux Foils, S. Dok.
BUTTERCUP popcorn container: Supurdisploy, Inc.,
Wisconsin Tower Bldg., Milwaukee, Wis.
BUTTER-MAT oil electric popcorn butterer: Supurdisploy,
inc., 2100 Wisconsin Tower Bldg., Milwaukee,
Wis.
BUTTEIl-MAID outomotic hot butter dispenser: Automatic
Products Co., 250 W. 57th St., New York,
N. Y.
BUTTERNUT candy bar: Hollywood Brands, Inc., Centralio,
III.
"BW" projectors: The Ballontyne Co., 1712 Jackson,
Omoho 2, Neb.
CASCADER non-carbonated beverage dispenser:
CADET non-corbonoted beverage dispenser: Frigldrink
Dispenser Co., 55 E. Washington St., Chicago
2, III.
CADILLAC portable electric blowers and suction
equipment: Clements Mfg. Co., 6650 S. Norrogansett,
Chicago 38, III.
CALI carbon savers; Coli Products Co., 3719 Marjorie
Woy, Socromento, Calif.
CANDY MART 8-column candy vending mochine:
Arthur H. DuGrenier, Inc., 15 Hale St., Haverhill,
Mass.
CAR-NA-VAR floor, carpet ond upholstery cleaning
machines and cleaners; Continental Cor-No-Vor
Corp., Brazil, Ind.
CASCADE refrigeration: Semlix Dispensers, Inc., 28-
25 Borden Ave., Long Island City 1, N. Y.
Frigidrink
Dispenser Co., 55 E. Washington St., Chicago
2, III.
tJiC" six-phase rectifiers; McColpin-Christie Corp.,
Ltd., 3410 W. 67th St., Los Angeles 43, Calif.
CEE-LOC combination oshtroy-toilet door lock: Electric-Aire
Engineering Corp., 209 W. Jackson Blvd.,
Chicago 6, 111.
CENTREX projection, sound equipment: Century Projector
Corp., 729-7th Ave., New York 19, N. Y.
CENTURY FLYER minloture train: Notionol Amusement
Co., P. O. Box 488 V.A.F., Dovton 7, Ohio.
CETRON rectifier tubes: Continental Electric Co., 715
Homilton St., Geneva, 111.
CHALLENGER theatre choir: Ideol Seating Co., 519
Ann St., Grand Roplds, Mich.
CHAMP insect bulb: Rachlin Soles Co., Inc., 15 S. 21st
St., Philo. 3, Pa.
CHICKEN DINNER candy bar: Sperry Candy Co.,
W. Pittsburgh Ave., Milwaukee, Wis.
133
CHIEF theatre chair: Ideal Seating Co., 519 Ann St.,
Grond Rapids, Mich.
CHOCOLATE SPONGE candy bar: Henry Heide, Inc.,
313 Hudson St., N. Y., 13. N. Y.
CHOCLETS milk chocolate condy: The Nestle Co.,
Inc., 2 Willlom St., White Ploins, N. Y.
CHROMATIC corbon sover: Payne Products Co., 2455
W. Stadium Blvd., Ann Arbor, Mich.
CHROMOLITE theatre screens: Vocollte Screen Corporotion,
19 Debevolse Ave., Roosevelt, N. Y.
CHROMOLOID screen resurfocing cootings: Vocollte
Screen Corp., 19 Debevoise Ave., Roosevelt, N. Y.
CHUCKLES jelly condy: Fred W. Amend Co., 1603
Orrinqton Ave., Evonston, 111.
CINEMAPHONE sound equipment: S.O.S. Cinemo Supply
Corp., 602 W. 52nd St., New York 19, N. Y.
CINEMAPLASTIC screen coating: Protective Cootings,
Inc., 807 N. Fremont St., Tompo, Flo.
CINEMA RAPTARS projection lens; Wollensok Opticol
Co., Rochester, N. Y.
CINEPHOR condensers and projection lenses: Bousch
& Lomb Optical Co., 635 St. Paul St., Rochester
2, N. Y.
CINEX lomphouse: C. S. Ashcroft Mfg. Co., 36-32
Thirhy-Elghth St., Long Island City 1 , N. Y.
CIRCLE MINTS candy: Henry Heide, Inc., 313 Hudson
St., New York 13, N. Y.
CLARK condy bar: D. L. Clark Co., 503 Martindole
St., Pittsburgh, Po.
C08EE POP 76* coconut oil popcorn seasoning: E. F.
Drew Co., Inc., 15 E. 26th St., New York, N. Y.
COCA-COLA beverage syrup: The Coco-Colo Co.,
P. O. Drower 1734, Atlanta 1, Go.
COFFEE-SERVICE coffee vendor: Mills Industries, Inc.,
4235 W. North Ave., Chicago 39, III.
COFFEE-SHOPPE coffee vender: APCO, Inc., 1740
Broadway, N. Y. 19, N. Y.
COLAC ice cream mix: M&R Dietetic Loborotorles,
625 Cleveland Ave., Columbus, Ohio.
COLDISPLAY ice cream merchandiser: Supurdisploy,
Inc., 2100 Wisconsin Tower Bldg., Milwaukee, Wis.
COLE-SPA drink dispenser: Cole Products Corp., 39
S. LoSalle, Chicago 3, III.
COLMA cologne dispensers: Colmo, Inc., 70 Piedmont
St., Worcester 10, Moss.
COL-SNAC ice creom vender: Atlas Tool & Mfg. Co.,
5747 Noturol Bridge Blvd., St. Louis, Mo.
COMET model theotre chairs: Irwin Seating Company,
Grond Rapids, Mich.
COMET JR kiddie merry go round: Notionol Amusement
Device Co., P. 0. Box 488 V.A.F. Dayton 7,
Ohio.
COMMODORE polishers 8. scrubbers: Holt Mfg. Co.,
669 20th St., Oakland 12, Calif.
CONE-LIFE treofment for speoker cones: EPRAD, 1206
Cherry, Toledo, Ohio.
CONTOUR rubber seat cushion: Heywood-Wokefield
Co., 3010-IOth St., Menominee, Mich.
CO-OP in-cor speakers: Diecost Aluminum Speakers,
inc., 2027 South Second St., St. Louis.
COPROL coconut oil popcorn seasoning: Wesson Oil
and Snowdrift Sales Co., New Orleans, Lo.
COUNT-0-MAT cor counter: Berezny Engineering &
Mfg. Co., 4208 Avalon Blvd., Los Angeles, Calif.
CRESTWOOD carpet: Alexander Smith, inc., 295 Fifth
Ave., N. Y. 17, N. Y.
CRON-0-MATIC carbon saver: Payne
P. 0. Box 28, Ann Arbor, Mich.
Products Co.,
DAD'S root beer: Dad's Root Beer Co., 2800 N.
Tolmon Ave., Chicogo 18, 111.
DAY-GLO daylight fluorescent paint: Switzer Bros.,
4732 St. Cloir Ave., Cleveland.
DENVER SANDWICH candy bar: Sperry Candy Co.,
133 W. Pittsburgh Ave, Milwaukee, Wis.
DIAMOND LICORICE DROPS: Henry Heide, Inc., 313
Hudson St., New York 13, N. Y.
DIT-MCO equipment for both indoor and outdoor
theatres; Drive-in Theatre Mfg. Co., 505 W. 9th
St., Konsos City, Mo.
DIXIE hot dog, chili ond bun-warmer: Gorvis Mfg.
Co., 210 Court Ave., Des Moines, la.
DO-ALL corded rubber runner matting: American
Mot Corp., 2018 Adorns, Toledo.
DOLE beverage dispenser: The Coco-Colo Co., P. 0.
Drawer 1 734, Atlanta 1 , Go.
DOREX oir purification equipment: W. B. Connor
Eng. Corp., 114 E. 32nd St., New York 16, N. Y.
DOR-ODORIZERS: The Kneisley Electric Co., 333 W.
Woodruff Ave., Toledo 3, Ohio.
DREYERETT miniature roce cars: Dreyer Co., 4164
W. Washington St., indpls. 21, Ind.
DRI-FRY heavy duty frying oil: E. F. Drew Co., Inc.,
15 E. 26th St., New York, N. Y.
DRINCOLATOR beverage dispenser: Drlncolotor-lcecreomolotor
Corp., 3700 Ookwood, Youngstown, O.
DUB'L-CONE in-Q-cor speaker: The Ballontyne Co.,
1712 Jackson St., Omoho, Neb.
DUO-DELLAY, corpet cleaner and anti-soil treatment:
available through many suppliers.
DU PLATE safety gloss for ticket offices: Pittsburgh
Plate Gloss Co., Grant Bldg., Pittsburgh 19, Po.
DURA-BRITE WHITE drive-in theatre screen coot:
Surface Coating Engineers, 2417 N. Burdick, Kalamazoo,
Mich.
DURAN plastic upholstery: Maslond Duraleother
Company, 3234-90 Amber St., Philadelphia 34, Po.
DYNAMIC film rewind: Neumode Products Corp., 330
West 42nd St., N. Y. 36, N. Y.
EJECTOR carbon economizers: Economizer Enterprises,
524 W. 43rd St., Los Angeles 37, Calif.
ENCORE theatre choirs: Heywood-Wokefield, Theotre
Seating Div., 3010-lOth St., Menominee, Mich.
ENDURONAMEL chongeable copy ponel: Wagner Sign
Service, Inc., 218 South Hayne Ave., Chicago.
EUREKA corbon savers; 524 W. 43rd St., Los Angeles
37, Calif.
EVERFROST soft drink dispensers, soda fountoins
and ice cream cabinets: Anderson & Wagner, Inc.,
8701 S. Mettler St., Los Angeles 3, Calif.
EVEREADY flashlights and batteries: National Corbon
Co., 30 E. 42nd St., New York 17, N. Y.
EXCELITE hi-intensity projection ore lomp, distributed
through National Theatre Supply.
E-Z carbon savers; End-Gripper Co., 1224 Hom«-
dole, N. W., Canton, Ohio.
EZY-RUG, rubber link matting, American Mot Corp.,
2018 Adams St., Toledo, Ohio.
E-Z WAY coffee makers & venders; Steel Products
Co., 40-8th Ave. S. W., Cedar Rapids, Iowa.
FABRILITE vinyl plostic-cooted upholstery fabric:
E. du Pont de Nemours & Co., Inc., Fabrics
1.
Div., Empire State Bldg., New York 1, N. Y.
FATIGUE sponge rubber mots: Hewitt-Robins, Inc.,
666 Glenbrook Rd., Stomford, Conn.
FENESTEEL curtain tracks: Automatic Davlcn Co.,
1035 Linden St., Allentown, Po.
FIBERGLAS fabrics: Owens-Corning Fiberglas Corporotion,
Dept. 996, Toledo 1, Ohio.
104 IN WRITING MANUFACTURERS, PLEASE MENTION THE MODERN THEATRE SECTION OF BOXOFFICE

MLJO
ILMOSOUND 16mm projectors: Bell 8. Howell Co.,
7100 McCormick Rd., Chicogo 45, 111.
lAVOS shrimp rolls and turkey steomrollers; Flavo-
Rite Foods, Inc., 643 Brook Ave., Bronx, N. Y.
LEXACHROME floor tile: The Tile-Tex Co., Inc.,
1232 McKinley Ave., Chicago Heights, III.
LEXIFONE intercom, equipment: Operadio Mfg. Co.
Charles, III.
St.
LEXI-FLOR flooring stoir treads and cove base:
R.C.A. Rubber Co., 1833 E. Morket St., Akron, Ohio.
OOR-KING floor scrubber & polisher: American
Floor Surfacing Machine Co., 518 S. St. Clair St.,
Toledo 3, Ohio.
AMITE fire extinguishers: Amerlcan-LoFronce-
Foomite Corp., 100 East La France St., Elmiro, N. Y.
AMEX cushioning: Firestone Industrial Products,
Akron 17, Ohio.
AMGLAS cellular glass insulation: Pittsburgh Corning
Corp., 1 Gateway Center, Pittsburgh 22, Pa.
OODRINK food tray: Loroco Industries, Inc., 100
E. Benson St., Reading, Cincinnati 15, Ohio.
FOREVER YOURS candy bor. Mars, Inc., 2019 N. Oak
Pork Ave., Chicago 35, 111.
FORM-A-STAGE portable pre-fab all-steel plotform:
The J. E. Burke Co., Fond du Lee, Wis.
FORMICA decorative laminated plastic: The Formica
Corp., 4614 Spring Grove Ave., Cincinnati.
lAGRANT AIR air sanitizer & deodorant, aerosol con
form: Brulin & Co., Inc., 2939-45 Columbia Ave.,
Indpls. 7, Ind.
ANK-BANK hot dog machine: Manlsy, Inc., 1920
Wyandotte, Konsas City 8, Mo.
FREEZ-KING soft ice cream dispenser: Freez-King
Corp., 2518 W. Montrose Ave., Chicago 18, 111.
FRIGIDMIXER milk shake machine: Sweden Freezer
Mfg. Co., 3401 Seventeen Ave., Seattle, Wash.
FRUTASTE fountain syrup: Dod's Root Beer Co., 2800
N. Tolman Ave., Chicago.
FUN-FUL playground, swim pool apparatus: General
Playground Equipment Co., Kokomo, Ind.
GEMANCO concession bar: General Mfg. Co., 1209
Castle at Fort Worth Ave., Dallas, Tex.
GLAMORENE carpet & upholstery cleaner: Jerclaydon,
Inc., 1300 Ocean Drive, Miami Beach, Fla.
GLASCREEN fire proof projection screens: Nu-Screen
Corp., 1501 Broadway, New York, N. Y.
GLENRAY hot dog machines: Greer Enterprises, Inc..
281 N. Grant Ave., Columbus, Ohio.
GLO-CRAFT black light: Switzer Brothers, Inc., 1220
Huron Rd., Cleveland 15, Ohio.
GOLDEN HULLESS popcorn; Prunty Seed & Grain Co.,
620 No. 2nd St., St. Louis 2, Mo.
GOOD & PLENTY licorice candy: Quaker City Choc.
& Confy. Co., Inc., 2140 Germantown Ave., Phila.
22, Pa.
GRC cash control systems: General Register Corp.,
36-30 33rd St., Long Islond City 1, N. Y.
GRO-CORD matting: Americon Mot Corp., 2018 Adams
St., Toledo 2, Ohio.
GULISTAN carpets: A. & M. Karagheuslon, Inc., 295
Fifth Ave., New York 16, N. Y.
GUMOFF chewing gum remover and spot cleaner:
Rosco Lab's, 367 Hudson Ave., Brooklyn 1, N. Y.
HERCULITE heot-tempered glass and door frame assemblies:
Pittsburgh Plate Gloss Co., Grant BIdg.,
Pittsburgh 19, Pa.
HI-FRY special heavy duty frying oil: E. F. Drew Co.,
Inc., 15 E. 26th St., New York, N. Y.
HI-LITE screen: Vocalite Screen Corp., Roosevelt, N.Y.
HILUX screen: Raytone Screen Corp., 165 Clermont
Ave., Brooklyn.
HILUX VAL variable onomorphic lens: Projection
Optics Co., Inc., 330 Lyell Ave., Rochester, N. Y.
HOLIDAY popcorn machine: Cretors, Popcorn Bldg.,
Nashville, Tenn.
HOLLYWOOD candy bar: Hollywood Brands, Inc.,
836 S. Chestnut, Centralia, III.
HOLTOMATIC polishers & scrubbers: Holt Mfg. Co.,
669 20th St., Oakland 12, Cailf.
HOT-SPA coffee & hot drink vender: Cole Products
Corp., 39 S. La Salle, Chicago 3, 111.
H-S metal reflectors: Heyer-Schultz, Inc., Cedar Grove,
N. J.
HY-CANDESCENT projection arc lamps: J. E. McAuley
Mfg. Co., 522 W. Adams St., Chicago, 111.
HYDRO-ARC projection lamp for drive-ins: C. S. Ashcraft
Mfg. Co., 36-32 Thirty-Eighth St., Long
Island City, N. Y.
HYSTERSET dimmer: Ward Leonard Electric Co., 115
MacQuestion Pkwy., Mount Vernon, N. Y.
ICE BOY ice tip mochines: Yates American Machine
Co., 729 4th St., Beloit, Wis.
ICECREAMOLATOR ice cream dispenser: Drincolator-
Icecreamolotor Corp., 3700 Oakwood Ave., Youngstown,
Ohio.
ICE-0-BAR beverage dispenser: Manley, Inc., 1920
Wyandotte, Kansas City 8, Mo.
"IMP" cleansing compounds: Imperial Products Co.,
1600 Fontoin, Phila. 21, Pa.
IMPERIAL theatre chairs: J. E. Robin, Inc., 330 West
42nd St., New York 18, N. Y.
INKAR heaters for drive-ins: Thermolator Corp.,
1628 Victory Bldg., Glendale, Calif.
INSPECT-0-FILM automatic film inspection machine:
Harwald Co., 1216 Chicago Ave,, Evanston, III.
INSECTO-FOG insecticide for outdoor fogging: Brulin
& Co., Inc., 2939-45 Columbia Ave., Indpls. 7, Ind.
INSTH-SOL powdered coffee cream for use in vending
machines: MiR Dietetic Lobs., Inc., 625 Clevelond
Ave., Columbus 16, Ohio.
INTERNATIONAL theatre chairs: International Seat
Corp., W. Pearl St., Union City, Ind.
JAX-POP pre-popped popcorn: Roy Smith Co., P. O.
Box 2646, Jacksonville, Fla.
JOHNSTON hot fudge, dispensers & chocolate cherries:
Robt. A. Johnston Co., 4023 W. National, Milwaukee,
Wis.
JOLLY CATERPILLAR ride: Allan Herschell Co.,
North Tonawonda, N. Y.
JOLLYTIME popcorn, seasoning, sacks: American
Popcorn Co., Box 178, Sioux City, Iowa.
JUJUBES gum confections: Henry Heide, Inc., 313
Hudson St., New York 13, N. Y.
JUJYFRUITS candy: Henry Heide, Inc., 313 Hudson
St., New York 13, N. Y.
K-HILL traffic counter: K-Hill Co., Uhrichsville, Ohio.
KREAM-KATER coffee cream dispenser: Sport-Kater
Co., 638 South St. Clair, Chicago.
KLIEGLIGHT: Kllegl Bros. Universal Electric Stage
Lighting Co., 321 W. 50th St., New York 19.
KLOPP coin machines: Klopp Engineering, Inc., 35551
Schoolcraft Rd., Livonia, Mich.
KNI-TRON rectifiers: The Kneisley Electric Co., 333
W. Woodruff Ave., Toledo 3, Ohio.
KOILED-KORDS speaker cords: Koiled Kords, Inc.,
Box K, Hamden, Conn.
KOMPAK PASSIMETER booth-type registering turnstile;
Perey Turnstile Co., 101 Park Ave., N. Y. 17, N. Y.
KOOLER-AIRE theatre air conditioning; United States
Air Conditioning Corp., 33rd & Como Ave., S. E.,
Minneapolis 14, Minn.
KOYLON FOAM cushioning material: U. S. Rubber
Co., 407 N. Main St., Mishawaka, Ind.
KRACKEL candy bar: Hershey Chocolate Corp.,
Hershey, Po.
LAMOLITE illuminated engraved signs for theatre use:
Edgar S. Bowman, 682 Sixth Ave., New York 16.
LEAFLETS candy: Leaf Brands, Inc., 1155 N. Cicero
Ave,, Chicago 51.
LEXIDE artificial leather base: U. S. Rubber Co.,
1230 Avenue of the Americas, New York 20, N. Y.
LIGHTHOUSE hotdog & bun warmer; Dalason
Products Mfg. Co., 835 W. Madison St., Chicago, 111.
LIGHTMASTER arc lamps and rectifiers; The Ballantyne
Co., 1712 Jackson St., Omaha 2, Neb.
LINO-0-FLO air diffusers: Barber-Colman Co., Rockford,
111.
LINOTILE linoleum-like tile floor coverings: Armstrong
Cork Co., Lancaster, Pa.
UNOWALL linoleum-like wall coverings: Armstrong
Cork Co., Lancaster, Pa.
LITE STEP onti-fatigue mattings:Ace Lite Step Co.,
1708 S. State St., Chicago 16, 111.
LITTER BUG gasoline-powered vacuum cleaner: Mid
East Sales Co., Box 62, Locklond, Ohio.
LITTLE INFERNO cor heater unit: Sandler Mfg. Corp.,
2108 Payne, Cleveland, Ohio.
LOKWEAVE carpets: Bigelow-Sonford Carpet Co.,
Inc., 140 Modison Ave., New York 16, N. Y.
LORRAINE carbons: Carbons, Inc., 400 Myrtle Ave,,
Boonton, N, J.
LUMITE woven plastic fabrics; Chicopee Manufacturing
Corp., Lumite Division, 47 Worth St., New York
13, N. Y.
LUXTROL light equipment: Superior Electric Co., 2020
Demers Ave., Bristol, Conn.
LUXURIA screens: Stewart-Trans-Lux Corp., I 111 W.
Sepulveda Blvd., Torrance, Calif.
MAGIC JET carbonotors: Carbonic Dispenser, Inc.,
Herbert Rd., Canfield, Ohio.
MAGNARC projection arc lamps; J. E. McAuley Mfg.
Co., 552 W. Adams St., Chicago, III.
MAGN APHONIC stereosound system; Magnosync Mfg.
Co., 5517 Sotsuma Ave., North Hollywood, Calif.
MALTIES chocolate malted milk bolls: Blumenthal
Bros. Choc. Co., Margaret i James Sts., Phila. 37,
Pa.
MARSHMALLOW BAR: Paul Beech Co., Bloomington,
III.
MASON MINTS candy: Mason, Au i Magenheimer
Confy. Mfg. Co., P. O. Box 549, Mineolo, L. 1., N. Y.
MASTERPIECE frozen custard machine; Mills Industries,
Inc., 4100 Fullerton Ave., Chicago.
METRO-LITE high intensity spotlights; Genareo, Inc.,
36-56 34th St., Long Island City, N. Y.
METRO-MIX poured-in-place gypsum roof decks:
Certain-Teed Products Corp., 120 E. Lancaster, Ardmore.
Pa.
MICROSOL aerosol fog generator: Silver Creek Precision
Corp., Silver Creek, N. Y.
MILLSHAKE milkshake machine: Mills Industries, Inc.,
4100 Fullerton Ave., Chicago.
TRADE NAME INDEX
MILK SHAKE candy bar: Hollywood Brands, Inc.,
836 S, Chestnut, Centralia, III.
MILK-SPA milk vendor. Cole Products Corp., 39 S.
La Salle, Chicogo 3, III.,
MILKY WAY candy bar; Mars, Inc., 2019 North Oak
Pork Ave., Chicogo 35, 111.
MINUT-BUN sandwich machine; Helmco, Inc., 1215 W.
Fullerton, Chicago, III.
MIRACLE MIRROR CinemaScope screen, available
through dealers.
MIRROPHONIC sound systems: Motiogroph, Inc., 4431
W. Loke St., Chicago 24, 111.
MIX MONITOR faucets: Carbonic Dispenser, Inc.,
Herbert Rd., Canfield, Ohio.
MOBILTONE in-cor speaker: Sandler Mfg. Co., 2108
Payne, Cleveland \4, Ohio.
MOGUL, Strong, projection arc lamp; The Strong
Electric Corp., 87 City Park Ave., Toledo 2, Ohio.
MONARCH fountainetts: Selmix Dispensers, Inc., 28-25
Borden Ave., Long Island 1, N. Y.
MOTORLITE motor operated dimmer: Ward Leonard
Electric Co., 1 1 5 MacQuestion Pkwy., Mt. Vernon,
N. Y.
MOUNDS candy bar: Peter Paul, Inc., Nougotuck,
Conn.
MOUNT-N-AIRE deodorizers: Thermoloter Corp., 1628
Victory Blvd., Glendale 1, Calif.
MR. GOODBAR candy bar: Hershey Chocolate Corp.,
Hershey, Po.
NAUGAHYDE plastic upholstery: United States Rubber
Co., Coated Fabrics Div., Mishawaka, Ind.
NEVIAL fluorescent, plastic, changeable letters: Wagner
Sign Service, Inc., 218 S. Hoyne Ave., Chicago
12, III.
NIAGARA carbonotor: Selmix Disperisers, Inc., 28-25
Borden Ave., Long Island, N. Y.
NO-TOX insecticide for control around food, aerosol
can form: Brulin & Co., Inc., 2939-45 Columbio
Ave., Indpls. 7, Ind.
NEUTYPE film cabinet: Neumade Products Corp., 330
W. 42nd St., New York 36.
OASIS electric water coolers: The Ebco Mfg. Co.,
401 West Town St., Columbus 6, Ohio.
OCTO-SOLVE all-purpose liquid cleaning concentrate:
Brulin & Co., Inc., 2939-45 Columbia Ave., Indpls.
7, Ind.
OLD COLONY flavored beverages, soft drink: Orange
Crush Co., 2201 W. Main St., Evanston, 111.
OLD NICK candy bar; Schutter Candy Co., 4730
W. Augusta Blvd., Chicago 51, 111.
OLYMPIC popcorn machine; Cretors Corp., Box 1329-B,
Nashville, Tenn.
OPALINE lamp coloring: Rosco Laboratories, 367
Hudson Ave., Brooklyn 1, N. Y.
OROTIP projector carbons; National Carbon Co., Inc.,
30 E. 42nd St., New York 17, N. Y.
PABLO white screen paint: Notional Theatre Screen
Refinishing Co., 129 Zenner Ave., Buffalo II, N. Y.
PAC-KUPS paper cups: Dixie Cup Co., Eoston, Po.
PANAV1SI0N variable lens: Radiant Mfg. Co., 2627
W. Roosevelt Rd., Chicago, 111.
PAR-T-KREME soluble coffee cream for coffee vending
machines: M. & R. Dietetic Laboratories, 625
Cleveland Ave., Columbus, Ohio.
PASTILLES licorice candy: Henry Heide, Inc., 313
Hudson St., New York 13, N. Y.
PAYDAY candy bar; Hollywood Brands, Inc., Centralia,
III,
PEAKS candy bar: Mason, Au & Mogenhelmer Confy.
Mfg. Co., P. O. Box 549, Mineolo, L. I., N. Y.
PEARLEX projector carbons: National Cortwn Co., Inc.,
30 E. 42nd St., New York 17, N. Y.
P. E. C. 35mm projection equipment, formerly DeVry:
Poromel Electronics Corp., 2048 W. North St., Chicago.
PEERLESS projection arc lamps: J. E. McAuley
Co., 552 W. Adams St., Chicago, III.
Mfg.
PENTRA-SEAL floor finish: Americon Floor Surfocing
Machine Co., The, 518 S. St. Cloir, Toledo 3, Ohio.
PER-FOLD projection screens: The Radiant Mfg. Co.,
2627 Roosevelt Rd., Chicogo 8, III.
PERFUMATIC cologne dispensers: Jo-Lo Perfumatic
Dispenser, Inc., 328 Stephens St., Jersey City, 5, N. J.
PERMA-BRITE outdoor screen point: W. J. Ruscoe
Co., 483 Kenmore Blvd., Akron, Ohio
PERMA-LITE theotre screens; Vocalite Screen Corp.,
1 9 Debevoise Ave., Roosevelt, N. Y.
PERMITE oluminum point: Aluminum Industries, Inc.,
2438 Beekmon St., Cincinnati 25, Ohio.
PERSPECTA stereophonic sound integrator; Falrchild
Recording Equipment Co., 154 St. and Seventh
Avenue, Whitestone, N. Y.
PIC-A-BAR ice cream merchandiser; West Coast
Sheet Metal Works, 935 Venice Blvd., Los Angeles
15, Calif.
PITTCIDE germicides; Pittsburgh Plate Gloss Co.,
Grant Bldg., Pittsburgh 19, Pa.
PLAYMATE playground equipment: The Delmor F.
Harris Co., 517 Broadway, Concordia, Kas.
PLEXIGLAS acrylic plastic: Rohm and Haas Company,
Washington Square, Philadelphia 5, Po.
PLEXI-GLO signs: Bollontyne Co., 1712 Jackson,
Omaha, Neb.
IN WRITING MANUFACTURERS, PLEASE MENTION THE MODERN THEATRE SECTION OF BOXOFFICE 105

TRADE NAME INDEX
PONY TROT kiddie merry go round: National Amusement
Device Co., P. O. Box 488 V.A.F., Dayton 7,
Ohio.
POPALOT popcorn machine: Gold Medal Products Co.
318 E. Third St., Cincinnoti 2, Ohio
POPCOBETTER popcorn seasoning: Monley, Inc., 1920
Wyandotte, Kansas City, Mo.
POP KING popcorn: Prunty Seed Co., 620 N. 2nd St.,
St.
Louis
POPSIT PLUS popcorn seasoning: C. F. Simonin's Sons,
Inc., Tioga and Belgrade Sts., Philadelphia 4.
PREAM soluble coffee cream: M&R Dietetic Laboratories,
Inc., 625 Clevelond Ave., Columbus, Ohio
PROP-R-TEMP hcot pump: Typhoon Air Conditioning
Co., Inc.. 505 Carroll St., Brooklyn 15, N. Y.
PUSH-BACK theatre chairs: Griggs Equipment Co.,
Belton, Tex.
PYROXrLIN coated leather: Monko Fabrics Co., Inc.,
29 W. 26th St., New York 10, N. Y.
QUICK AIR FIREGUARD portable fire extinguishers:
The General Detroit Corp., 2272 E. Jefferson, Detroit
7, Mich.
QUIK-SERV grill: Stor Mfg. Co., 6300 St. Louis Ave.,
St. Louis 20, Mo.
RAISINETS chocolate covered raisins: Blumenthal
Bros. Choc. Co., Morgoret & James St., Philo. 37,
Pa.
RAMCO lobby doors & hardware, poster cases, grilles,
standee posts, metal railing: Reliance Art Metol
Co., 601 W. McMicken Ave., Cincinnati 14, Ohio
RED ARROW selenium rectifier: Strong Electric Corp.,
1 1 City Pork Ave., Toledo 2, Ohio
RELAX RECLINER reclining bock theatre chair: Heywood-Wokefield
Co., 3010-lOth St., Menominee,
Mich.
REGULITE motor operated dimmer: Word Leonard
Electric Co., 115 MacQuestion Pkwy., Mt. Vernon,
N. Y.
REMOVA-PANEL frames: Adier Silhouette Letter Co.,
11843 W. Olympic Blvd., Los Angeles 64, Calif.
RESTFOAM cushioning material; Hewitt Rubber of
Buffalo, 240 Kensington Ave., Buffalo 5, N. Y.
ROLL-A-GRILL outomotic frankfurter grill: J. J. Connolly,
Inc., 457 W. 40th St., New York 18, N. Y.
ROSEPORT chicken products: Frozen Form Products
Inc., 1735 Morgoret Ave., Altoona, Pa.
ROTO-GRILLE hot dog broiler: Hollywood Servemoster
Co., 114 W. 18th St., Kansas City, Mo.
ROTODRAPER pivot arm fixture: Automatic. Devices
Co., 116 N. 8th St., Allentown, Pa.
ROYAL BRAZILS candy bors: Fenn Bros., Inc., 114-
128 E. 10th St., Sioux Falls, S. Dak.
ROYALENE plastic sheeting, upholstery material: U. S.
Rubber Co., Coated Fabrics Div., 407 N. Main St.,
Mishowoka, Ind.
ROYAL SOUNDMASTER sound systems; The Bollontyne
Co., 1712 Jackson St., Omaha 2, Neb.
ROYL raw popcorn and orange fountain syrup: Roy
Smith Co., 365 Pork St., Jocksonville, Flo.
RUSH HOUR popcorn; Prunty Seed & Grain Co.,
No. 2nd St., St. Louis 2, Mo.
620
SAFEGUARD safety devices; The General
Corp., 2272 E. Jefferson, Detroit 7, Mich.
Detroit
SAFLITE safety swing seats: Jamison Mfg. Co., 8800
S. Mettler St., Los Angeles, 3.
SANI-DRI electric hand dryers: Chicago Hardware
Foundry Co., 2500 Commonwealth, N. Chicago, III.
SANI-SERV ice creom freezer: Generol Equipment
Soles, 1349 Stadium Dr., Indianapolis, Ind.
SANI-SHAKE molt shaker: Generol Equipment Soles,
Inc., 1349 Stadium Dr., Indionopolis, IrxJ.
SANITAS wall covering: Interchemicol Corp., Standard
Cooted Products, 350 Fifth Ave., New York 1.
SAVOROL popcorn seasoning: Blevins Popcorn Co.,
Popcorn Village, Nashville, Tenn.
SCOTSMAN automatic ice mochines: American Gas
Machine Co., Dept. MT 25, Division of Queen Stove
Works, Inc., Albert Leo, Minn.
SEALTITE film storage cabinets: Neumode Products
Corp., 427 W. 42nd St., New York 18, N. Y.
SEALUXE poster cases; door hardwore; crowd control
equipment: Universal Corp., 6710 Denton Drive,
Dallas 9, Tex.
SEA20 popcorn seasoning; C. F. Simonln't & Sons,
Inc., Philadelphia 34, Pa.
SELMIX beverage dispenser; The Coca-Colo Co., P. 0.
Drower 1734, Atlanta 1, Go.
SERVETTE popcorn warmer: Hollywood Servematter
Co., 114 W. 18th St., Kansas City, Mo.
SECTIONAD chongeoble letter panels: AdIer Silhouette
Letter Co., 11843 W. Olympic Blvd., Los Angeles.
SELECTIFIER selenium ore rectifiers: Norpot, Inc., 113
W. 42nd St., New York 36, N. Y.
SERVEMASTER popcorn wormer: Hollywood Servema-.tcr
Co., 114 W. 18th St., Konsos City, Mo.
SERVUS-TONE communication system: Motlogroph,
Inc., 4441 Wiloko St., Chicogo 24, III.
SHEARCO draperies, curtoin controls: B. F. Shearer Co.,
2318 Second Ave., Seattle.
SHO-LITE ice cream merchondlseri: R. K. Merritt &
Associates, 1100 West 8th St., Azuso, Calif.
SHOWBAGS plastic speaker covers: Central States
Paper and Bog Co., 5221 Natural Bridge Ave.,
St. Louis.
SILENT STEEL curtain tracks; Automatic Devices Co.,
1035 Linden St., Allentown, Pa.
SILVERLITE screen resurfacing coatings: Vocolite
Screen Corp., 19 Debevoise Ave., Roosevelt, N. Y.
SILVER SERVICE curtoin controls: Automatic Devices
Co., 1035 Linden St., Allentown, Pa.
SIMPLEX projection and sound system: distributed
by National Theatre Supply, 92 Gold St., N. Y. 38,
N. Y.
SIT-IN coil spring seat cushion: Heywood-Wokefield
Co., 3010-IOth St., Menominee, Mich.
SLIDE-BACK theatre chairs: Ideal Seating Co., Grand
Rapids,
Mich.
SKY FIGHTER aerial ride: Allan Herschell Co., North
Tonawonda, N. Y.
SMOOTH SAILIN candy bar: Hollywood Brands, 836
S. Chestnut, Centrolio, III.
SNAPLITE projection lenses: Kollmorgen Optical Corp.,
30 Church St., N. Y. 7, N. Y.
SNAP LOK letters: Adicr Silhouette Letter Co., 11843
W. Olympic Blvd., Los Angeles 64, Calif.
SNICKERS candy bar: Mors, Inc., 2019 N. Oak Pork
Ave., Chicago 35, III.
SNO KING candy bar; Hollywood Broods, Inc., 836
S. Chestnut, Centrolio, HI.
SNO-KONETTE ice shaver: Gold Medal Products Co.,
316-18 E. Third -St., Cincinnati, Ohio.
SNO-MASTER ice shaver; National Theatre Supply
Co., 92 Gold St., New York 7, N. Y.
SODAMAKER beverage dispenser: Superior Refrigerator
Mfg. Co., 822-24 Hodiomont Ave., St. Louis, Mo.
SODAMASTER beverage dispenser: Carbonic Dispenser,
Inc., Confield, Ohio
SODA-MITE drink dispensers: Leitner Equipment Co.,
2535 N. 25th Ave., Franklin Pork, III.
SODASHOPPE automatic beverage dispenser: Apco,
Inc., 1740 Broadway, New York 19, N. Y.
SOUNDMASTER sound systems, projectors, etc.; Bollontyne
Co., 1712 Jackson St., Omaha 2, Neb.
SPACELITER flood light: Steber Mfg. Co., 2700
Roosevelt Rd., Broadview, III.
SPANOTRAC curtain track; Automotic Devices Co.,
2121 South 12th. St., Allentown, Pa.
SPLICE-0-FILM automatic film splicer; Harvyold Co.,
1216 Chicago Ave., Evanston, III.
SPONGEX rubber rug pod: B. F. Goodrich Sponge
Products Co., 516 Derby Place, Shelton, Conn.
SPORTSLITER floodlight: Steber Mfg. Co., 2700
Roosevelt Rd., Broadview, HI.
STABILARC motor-generator sets: Automatic Devices
Co., 1035 Linden St., Allentown, Pa.
STABILINE voltage regulotors; The Superior Electric
Co., 2020 Demers Ave., Bristol, Conn.
STAND-STEEL control stands: Automatic Devices Co.,
1035 Linden St., Allentown, Po.
STARMASTER fryers, griddles, etc.: Star Mfg. Co..
6300 St. Louis Ave., St. Louis.
STEAMRO hot dog steamer and bun warmer: Star
Mfg. Co., 6300 St. Louis Ave., St. Louis 20, Mo.
STEBERLITES lighting: Steber Mfg. Qo., Broadview, III.
STEOYPOWER motor generators; The Imperial Electric
Co., 65 Ira St., Akron, Ohio
STEELSPIN merry-go-round; Jamison Mfg. Co., 8800
S. Mettler St., Los Angeles 3.
SUPERAMA theatre screens: Radiant Mfg. Co., 2627
W. Roosevelt Rd., Chicago.
SUPER CINEPHOR projection lenses: Bousch & Lomb
Optical Co., 635 St. Paul St., Rochester 2, N. Y.
SUPER-HIGH projection lamps: Ashcroft Mfg. Co.,
Long Island City 1, N. Y.
SUPER LUXAR, projection lens; PAR Products Corp.,
926 N. Citrus Ave., Hollywood, Calif.
SUPER 135 arc lamp; Strong Electric Co., 87 City
Pork Ave., Toledo, Ohio.
SUPER PANATAR variable lens: Radiant Mfg. Co.,
2627 W. Roosevelt Rd., Chicago, HI.
SUPER POWER projection lamp; C. S. Ashcroft Mfg.
Co., 36-32 38th St., Long Island City, N. Y.
SUPERLITE projection lenses: Projection Optics, 330
Lyell Ave., Rochester 6, N. Y.
SUPER-LITE theatre screens: Vocolite Screen Corp.,
19 Debevoise Ave., Roosevelt, N. Y.
SUPER-SERVICE projector ports: LoVezzi Mochlne
Works, 4635 W. Lake St., Chicago, III.
SUPER SNAPLI.TE projection lenses: Kollmorgen Opticol
Corp., 30 Church St., New York 7, N. Y.
SUPER SUCTION cleaning equipment: National Super
Service Co., Inc., 1941 N. 12th St., Toledo 2, Ohio
SUPER-WITE theatre screens: Vocolite Screen Corp.,
19 Debevoise Ave., Roosevelt, N. Y.
SUPREX projector carbons: Notional Carbon Co., Inc.,
30 E. 42nd St., New York 17, N. Y.
SUPREX theatre screens: Vocolite Screen Corp., 19
Debevoise Ave., Roosevelt, N. Y.
SYNCRO-DYNAMIC projectors: J. E. Robin, Inc., 330
W. 42nd St., New York 18, N. Y.
SYNCROFILM sound systems: Weber Machine Corp.,
Rochester 6, N. Y.
TANGOS condy bor; Bunte Bros. Chase Candy Co.,
301 W. Franklin Blvd., Chicago, HI.
TARRYTOWN in-car speakers: J. E. Robin, Inc., 330
West 42nd St., New York 18, N. Y.
TASTEE-POP popcorn seasoning: E. F. Drew & Co.,
Inc., New York 10, N. Y.
TELESEAL underground coble: Whitney Bloke Co.,
1565 Dixwell Ave., New Hoven 14, Conn.
TEXFOAM foam rubber: B. F. Goodrich Sponge
Products Co., Shelton, Conn.
TEX-TOP sponge carpet cushioning: Hewitt-Robins,
Inc., 666 Glenbrook Rd., Stamford, Conn.
TICKETAKER ticket stub collection box: General
Register Corp., 43-01 22nd St., Long Island City,
N. Y.
TICOGRAPH odmission checker; Theatre Control
Corp., 319 Orleans St., Detroit, Mich.
TIFA insecticidol fog applicator. Comb. Equip. Div.:
Todd Shipyards Corp., 81-16 45th Ave., Elmhurst,
Queens, N. Y.
TOLEX screen material, seat upholstery & plastic sheeting:
Textileother Corp., Wayne Bldg., Toledo 4, O.
TOLGEN plastic wollcovering: Textileother Corp., 607
AAodison Ave., Toledo, Ohio
TOLON plastic upholstery moteriol: Textileother Corp.,
Wayne Bldg., Toledo.
TOOTSIE ROLLS: Sweets Co. of America, 1515 Willow
Ave., Hoboken, N. J.
TORNADO theatre blowers, vacuum cleaners and
floor machines: Breuer Electric Mfg. Co., 5100
N. Ravenswood Ave., Chicago 40, III.
TRANSLUX rear projection screens & lenses; Stewort-
Trons-Lux Corp., 1111 W. Sepulveda Blvd., Torronce,
Calif.
TRANSGENIC screen surround: Roytone Screen Corp.,
165 Clemont Ave., Brooklyn 5, N. Y.
TRANSVERTER motor generotors ond rheostats; The
Hertner Electric Company, 12690 Elmwood Ave.,
Cleveland 11, Ohio
TRO-JAN playground equipment: Trojan Playground
Equip. Mfg. Co., 11-2 Ave., N. E., St. Cloud, Minn.
TROUPER arc spotlight: Strong Electric Co., 85 City
Park Ave., Toledo, Ohio
TRU-SONIC sound equipment: Stephens Mfg. Corp.,
8538 Warner Dr., Culver City, Calif.
TUF-TRED tire fabric matting: American Mat Corp.,
2018 Adams St., Toledo 2, Ohio
ULTRA PANATAR projection lens: Rodiont Mfg.
Corp., 627 W. Roosevelt Rd., Chicago 8, III.
UNI-MAX screen plaint: EPRAD, 1206 Cherry, Toledo,
Ohio
VAPCO cleaner for air conditioning 8. ice machines:
Gorman Co., Inc., 1253 Grover, St. Louis 23, Mo.
VARI-FOCUS projeetion lens: Woolensock Optical Co.,
Rochester 21, N. Y.
VARISTAT auto transformer dimmer: Word Leonard
Electric Co., 115 MacQuestion Pkwy., So. Mt.
Vernon, N. Y.
VELMO upholstery fabrics; GoodoU Fabrics, Inc., 525
Madison Ave., New York 22, N. Y.
VELON upholstery: Firestone Industrial Products,
Akron 17, Ohio
VELTONE linoleum patterns: Congoleum Nairn, Inc.,
195 Belgrove Dr., Kearny, N. J.
VERTAR rear projection lens: PAR Products Corp.,
926 North Citrus Ave., Hollywood, Calif.
VICRA-LITE lenticular screen: L. E. Carpenter Co.,
350 Fifth Ave., N. Y.
VIDOSCOPE onomorphic lens; Walter Futter, 51 1 Fifth
Ave., New York 17, N. Y.
VINYLKOTE drive-in screen point; Roytone Screen
Corp., 165 Clermont Ave., Brooklyn 5, N. Y.
VISCOUNT MARK ii popcorn machine: G. H. R.
Enterprises, Inc., 120171/2 Vose St., North Hollywood,
Calif.
VISTA POP popcorn machine: Monley, Inc., Dept. BO-
655, 1920 Wyandotte St., Kansas City, Mo.
VITROHM dimmer; Word Leonard Electric Co., 115
MacQuestion Pkwy., So., Mt. Vernon, N. Y.
VOCALITE crystal beaded sound screen: Vocolite
Screen Corp., 150 Hudson Ave., Roosevelt, N. Y.
VOICE OF THE THEATRE sound systems: Altec Lansing
Corp., 250 W. 57th St., New York 19, N. Y.
VORTEX paper cups: Dixie Cup Co., Eoston, Po.
VYNAPLASTIC outdoor theatre screen: Rodiant Mfg.
Co., 2627 Roosevelt Rd., Chicago, III.
w
WALKER HI INTENSITY SCREENS: Notlonol Theatre
Supply, Div. of Nationol-Simplex-Bludworth, Inc., 92
Gold St., New York 7, N. Y.
WALL-TEX washable wall fabrics: Columbus Coated
Fobrics Corp., 1280 North Gront Ave., Columbus
16, Ohio
WALNUT CRUSH candy bars; Fenn Bros., Inc., H4-
128 E. 10th St., Sioux Foils, S. Dok.
WEATHERMAKERS air conditioning: Carrier Corp.,
300 So. Geddes St., Syrocuse 1, N. Y.
WHIRLWIND cotton candy machine: Gold Medal
Products Co., 318 Eosf Third St., Cincinnati, Ohio
WHIZ candy bar: Paul F. Bsich Co., Front St., Bloom-
Ington, ill.
X-SOL cleaning solution for metal, film, fobrics;
Flomort Chemical Co., 746 Notopno St., Son Francisco
3, Calif.
Y&S candy brands: Notlonol Licorice Co., 106 John
St., Brooklyn 1, N. Y.
ZERO candy bor: Hollywood Brands, Inc., 836 S.
Chestnut, Centrolio, III.
106 IN WRITING MANUFACTURERS, PLEASE MENTION THE MODERN THEATRE SECTION OF BOXOFFICE

LOCAL SUPPLY SOURCES
THEATRE EQUIPMENT AND SUPPLY DEALERS
GEOGRAPHIC DIRECTORY OF ESTABLISHED EQUIPMENT & SUPPLY SOURCES IN THE UNITED STATES & CANADA
».
Key to Symbols
(C) Century Dealers.
(R) Indicates RCA affiliated dealers.
(B) Indicates Ballantyne dealers.
National Theatre Supply branches cae so
indicated by name.
All others are unaffiliated.
ABAMA
Binningham
Brady Movie Service,
The Queen Feature
Morris Ave. (C)
til P
10341/2 South 20th St.
Service, Inc., 19121/2
IZONA
Phoenix
Girard Theatre Supply Co., 320 West Washington
St.
Southwest Theatre Supply Co., 3750 East
Van Buren. (C)
Tucson
Arizona Film Supply Co., 33 West Congress
St., P. O. Box 5447
ARKANSAS
Little Rock
Arkansas Theatre Supply Co., 1008 Main St
(B)
CALIFORNIA
Fresno
Midstate Theatre Supply, 1906 Thomas Ave.
Los Angeles
J. M. Boyd Co., 2032 S. Vermont Ave.
John P. Filbert Co., Inc., 2007 South Vermont
Ave. (R)
Motion Picture Accessories Co., 1678 West
17fh Place
National Theatre Supply, 1961 South Vermont
Ave.
Pembrex Theatre Supply Corp., 1969 South
Vermont Ave. (C)
B. F. Shearer Co., 1964 South Vermont Ave.
Scm Francisco
C. G. Holzmueller, 1110 Howard St.
National Theatre Supply, 255 Golden Gate
Ave.
Walter G. Preddey, 187 Golden Gate Ave.
(C)
B. F. Shearer Co., of California, 243 Golden
Gate Ave.
C. R. Skinner Mfg. Co., 292 Turk St.
Western Theatrical Equipment Co., 337
Golden Gate Ave. (R)
COLORADO
Denver
National Theatre Supply, 2111 Champa St.
Service Theatre Supply Co., 2054 Broadway
(B)
Western Service & Supply, Inc., 2120 Broadway
(R)
CONNECTICUT
New Haven
National Theatre Supply, 122 Meadow St.
DISTRICT OF COLUMBIA
Washington, D. C.
Elmer H. Brient & Sons, Inc., 925 New Jersey
Ave. N. W. (R)
Ben Lust Theatre Supply Co., 1001 New
Jersey Ave., N. W.
R. & S. Theatre Supply Co., 920 New Jersey
Ave., N. W.
BOXOFFICE :: October 20. 1956
FLORIDA
lacksonvills
Southeastern Theatre Equipment Co. of
Florida, 206 E. Bay St., (R)
Roy Smith Co., 365 Park St.
Miami
Joe Hornstein, Inc., 273 W. Flagler St. (C)
Tampa
United Theatre Supply Corp., 206 Memorial
Highway.
GEORGIA
Albany
Dixie Theatre Service & Supply Co., 1010
North Slappey Dr. (B)
Atlanta
Capital City Supply Co., Inc., 161 Walton
St., N. W. (C)
Dixie Theatre Service and Supply, P. O.
Box 858, 95 Walton St., N. W. (B)
National Theatre Supply, 187 Walton St.,
N.W.
Southeastern Theatre Equipment Co., 203
Luckie St., N.W. (R)
Wil-Kin Theatre Supply, Inc., 150 Walton
St., N.W.
Savannah
Rhodes Sound & Projection Service, 218 E.
56th Street
ILLINOIS
Chicago
Abbott Theatre Equipment Co., 1311 South
Wabash Ave. (R)
An-Gar Co., 2831 North Clark St. (C)
Gardner Theatre Service, Inc., 1235 So.
Wabash Ave.
Movie Supply Co., 1318 South Wabash Ave.
(C)
National Theatre Supply, 1325 South Wabash
INDIANA
Evansville
Evansville Theatre Supply, 1738 E. Delaware
Indianapolis
Ger-Bar, Inc., 442 North Illinois St.
National Theatre Supply, 436 North Illinois
Union City
Projection Equipment Co.
(B)
IOWA
Des Moines
Des Moines Theatre Supply Co., 1121 High
St. (B) (C)
National Theatre Supply, 1102 High St.
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The MODERN THEATRE INFORMATION BUREAU
825 Van Brunt Boulevard, Kansas City 24, Mo.
Gentlemen: Please hove suppliers furnish me with information on:
n Acoustics
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D "Black" Lighting
Building Material
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Theatre.
Address
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n Complete Remodeling
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The MODERN THEATRE INFORMATION BUREAU
825 Van Brunt Boulevard, Kansas City 24, Mo.
D Projection Lamps
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Gentlemen: I am interested in the following subjects, companies or products:
n Acoustics n Complete Remodeling D Projection Lamps
n Air Conditioning D Decorating D Seating
Architectural Service D Drink Dispensers n Signs and Marquees
n "Black" Lighting Drive-In Equipment n Sound Equipment
Building Material D Lighting Fixtures D Television
n Carpets D Plumbing Fixtures Theatre Fronts
Coin Machines D Projectors D Vending Equipment
Theatre.,
Address..
City „... Stat*..

KANSAS
Wichita
Southwest Theatre Equipment Co., 118'/2
West Douglas Ave., P. O. Box 2138
Fred M. Walls, Theatre Service Co., 827
Wayne Ave., Topeka, Kas.
KENTUCKY
Louisville
Falls City Theatre Equipment Co., 427-29
South 3rd St.
Hadden Theatre Supply Co., 209 South 3rd
St. (C)
LOUISIANA
New Orleana
Hodges Theatre Supply Co., Inc., 1309
Cleveland Ave.
Johnson Theatre Service, 1409 Cleveland (B)
National Theatre Supply, 220 South Liberty
St.
Southeastern Theatre Equipment Co. of
. Louisiana, 214 South Liberty St. (R)
Shreveport
Alon Boyd, P. O. Box 362, Jefferson Hotel
Bldg. (C)
MARYLAND
Baltimore
I. F. Dusman Co., 12 East 25th St. (C)
National Theatre Supply, 417 St. Paul Place
MASSACHUSETTS
Boston
Capitol Theatre Supply Co., 28 Piedmont St.
(R)
Independent Theatre Supply Co., Inc., 28
Winchester St. (B)
Massachusetts Theatre Equipment Co., Inc.,
20 Piedmont St. (C)
National Theatre Supply, 37 Winchester St.
Theatre Service & Supply Co., Inc., 18
Piedmont St.
MICHIGAN
Detroit
Amusement Supply Co., 208 West Montcalm
St.
"Ernie" Forbes Theatre Supply, 210-14 West
(R)
Montcalm St.
McArthur Theatre Equipment Co., 454 West
Columbia St.
National Theatre Supply, 2312 Cass Ave.
United Theatre Camera & Supply Co.,
2501 Cass at Henry
Inc.,
Grand Rapids
Ringold Theatre Equipment Co., 106 Michigan
St., N. W.
MINNESOTA
Minneapolis
AVED Theatre Service, 830 Lumber Exchange
Bldg. (B)
Elliott Film & Theatre Equipment Co., 1110
Nicollet Ave.
Frosch Theatre Supply, 1111 Currie Ave. (R)
Minneapolis Theatre Supply, 75 Glenvrood
Ave. (C)
National Theatre Supply, 56 Glenwood Ave.
Western Theatre Equipment Exchange, 45
Glenvirood Ave.
READERS' SERVICE COUPONS
For iniormation on specific subjects, companies or products use the coupons below.
On broader subjects such as those listed on the opposite side of the coupon, just check
the subjects which interest you on that side. Sign your name and address, put in an
envelope and mail.
Postage-free postcards are provided at page 82 to bring you full information, prices,
etc.. on any ADVERTISED PRODUCT. See the Advertisers List on page 82 and the Index
of Advertised Products on the green cards thereafter.
The MODERN THEATRE INFORMATION BUREAU
825 Van Brunt Boulevard, Kansas City 24, Mo.
Gentlemen: Please have suppliers furnish me with information on:
Be sure to sign your name and address on the other side.
The MODERN THEATRE INFORMATION BUREAU
825 Van Brunt Boulevard, Kansas City 24, Mo.
Gentlemen: I am interested in the following subjects, companies or products:
MISSISSIPPI
Jackson
Jackson Theatre Supply Co., 414 West
Capital St.
MISSOURI
Kansas City
Missouri Theatre Supply Co.,
115 West 18th
St. (R) (B)
National Theatre Supply, 223 West 18th St.
Shreve Theatre Supply Co., 217 West 18lh
St. (C)
Stabbing Theatre Equipment Co., 1804
Wyandotte St.
St Louis
McCarty Theatre Supply Co., 3330 Olive St.
(C)
National Theatre Supply, 3212 Olive St.
St. Louis Theatre Supply Co., 3310 Olive St.
(R) (B)
MONTANA
Missoula
Montana Theatre Supply, 229 West Front St
NEBRASKA
Omaha
The Ballantyne Co., 1712 Jackson St. (B)
National Theatre Supply, 1610 Davenport Sl
Quality Theatre Supply Co., Inc., 1515 Davenport
St. (C)
The Western Theatre Supply Co., 214 North
15th St. (R)
NEW MEXICO
Clovis
Eastern New Mexico Theatre Supply Co.,
Box 1099
NEW YORK
Albany
Albany Theatre Supply Co., 443 North Pearl
St. (B) (C)
National Theatre Supply, 962 Broadway
Auburn
Auburn Theatre Equipment Co., 5 Court St.,
P. O. Box 112 (B)
Buffalo
Eastern Theatre Supply Co., Inc., 496 Pearl
St. (R)
National Theatre Supply, 500 Pearl St.
Perkins Theatre Supply Co., 505 Pearl St. (C)
United Projection & Film Corp., 228 Franklin
St.
New York
Amusement Supply Co., Inc., 341 W. 44th St.
(C)
Capitol Motion Picture Supply Corp., 630
Ninth Ave. (R)
Crown Motion Picture Supplies Corp., 354
West 44th St.
Joe Hornstein, Inc., 630 Ninth Ave.
National Theatre Supply, 356 West 44th St.
Norpat Sales, Inc., 113 W. 42nd St. (B)
S O.S. Cinema Supply Corp., 602 W. 52nd St
Star Cinema Supply Co., 441 W. 50th St.
NORTH CAROLINA
Charlotte
Charlotte Theatre Supply, 227 Church St. (B)
Dixie Theatre Supply Co., 213 West 3rd St.
Harris Theatre Sales, Inc., 321-25 So. Church
St.
National Theatre Supply, 304 S. Church St.
Southeastern Theatre Equipment Co. of
North Carolina, 209 South Poplar St. (R)
Standard Theatre Supply Co., 219 South
Church St. (C)
Theatrical Engineering Co., 1411 Andover
Road
Theatre Equipment Co., 1220 E. 7th St.
Wil-Kin Theatre Supply, Inc., 229 South
Church St.
Greensboro
Standard Theatre Supply Co., Inc., 215 East
Washington St. (C)
The MODERN THEATRE SECTION
Be sure to sign your nome and address on the other aid*.

NORTH DAKOTA
McCarthy Theatre Supply Co., 67 North 4th
St., Box 32
OHIO
Akron ,„„ r^ ,, i , c-.
Akron Theatre Supply, Inc., 120 E. Market St.
CO
Cincinnati
Cincinnati Theatre
,
Supply
^
Co.,
,
Inc.,
ocni dbUl
Epworth Ave.
Midwest Theatre Supply Co., Inc., 1638 Central
Parkway (R)
National Theatre Supply, 1637 Central Pkw.
Cleveland
Cleveland Projector Co., 2108 Payne Ave. (B)
National Theatre Supply, 2128 Payne Ave.
Ohio Theatre Supply Co., 2108 Payne Ave.
Oliver Theatre Supply Co., Inc., East 23rd
& Payne Ave. (R)
Columbus
American Theatre Supply, 165 North St. (B)
Dayton
Dayton Theatre Supply Co., Ill Volkenand
St.
Sheldon Theatre Supply, Inc., 627 Salem
Ave.
Toledo
American Theatre Supply Co., 439 Dorr St.
Theatre Equipment Co., 1206 Cherry Street
(C)
Toledo Theatre Supply Co., 3916 Secor Rd.
OKLAHOMA
Oklahoma City
Century Theatre Supply Co., 706 West Grand
(B)
W R Howell, 12 South Walker St.
National Theatre Supply, 700 West Grand
Av©
Oklahoma Theatre Supply Co., 628 West
Grand Ave. (R) (B)
OREGON
Portland
Modern Theatre Supply Co., 1935 N. W.
Kearney. .
Portland Moving Picture Machine Co., 91b
N. W. 19th Ave.
B F Shearer Co., 1947 N. W. Kearney St.
Theatre Utilities Supply Co., 1987 N. W.
Kearney St. (B)
Inter-State Theatre Equipment Co., l^li
N W. Kearney St. (C)
SOUTH DAKOTA
Sioux Falls
American Theatre Supply,
„,„
316
_ ,u »/
South Main
•
St.
(B)
TENNESSEE
Memphis
Monarch Theatre Supply, Inc.,
^..
492
_ ,u
South
Second St. (R)
, ^ , o j
National Theatre Supply, 412-414 South 2nd
St
Tri-State Theatre Supply, 320 South Second
St. (C)
TEXAS
Dallas ^
Hardin Theatre Supply Co.,
^w
714
t- .u
South
Hampton Rd. (B) (C)
Herber Bros., 408 South Harwood St.
Modern Theatre Equipment Co., 1916 Jackson
St.
National Theatre Supply, 300 South Harwood
St.
Southwestern Theatre Equipment Co.,
onin
lUli)
Jackson St. (R)
Sterling Sales & Service, 2019 Jackson St.
El Pciso
El Paso Theatre Equipment Co., 7522 Monterey
Drive
Southwestern Theatre Equipment Co., 1622
Austin St. (R)
San Antonio „,. ,,
.
Independent Film Exchange, 216 University
Ave.
UTAH
Salt Lake City
, r- oe/ r ,
Inter-Mountain Theatre Supply Co., 264 tast
First South St.
Service Theatre Supply Co., 256 East First
South St. (B)
^ ,io r ,
Western Sound & Equipment Co., 142 Last
First South St, (R)
VIRGINIA
Norfolk Theatre Supply Co., 2706 Colley
Ave.
Roanoke „„ „. , , o iir
Perdue Cinema Service, 36 Kirk Ave., S, W.
WASHINGTON
Seattle
PENNSYLVANIA
American Theatre Supply Co., Inc;, 2300 1st
Danville
^ o ot
Ave. at Bell St. (B)
Perkins Theatre Supply Co., Box 87
Modern Theatre Supply, Inc., 2400 3rd Ave.
Forty-Fort (Wilkes-Barre)
, ,c,oon
Vincent M. Tate Theatre Equipment, 1618-

3
2
THE MODERN THEATRE INDEX
A complete index and cross-reference to subject material published in The Modem Theatre, issues of November 5,
1955, to October 6, 1956 inclusive. Page numbers precede dates, which are 1956 unless otherwise stated. Designed as
a guide to editorial content, new products and illustrations, this is a handy reference on all phases of theatre operation.
ACCIDENT PREVENTION
(See Safety)
ADVERTISING AND PROMOTION
Family policy, Loew's 35 Drive-ln,
Keyport, N. J., p38 Aug 4
Incentive plan for concessions sales,
p25 Mar 3
Recordings, tape, custom-made p63
Jun 2
Service, promotion, as basis of drivein
theatre success, p52 Mar 3
Slides TV, for advertising theatre
attractions, p79 Sep 15
AIR CONDITIONING
Air diffuser for draftless changes,
p95, Feb 4
Concessions, air-conditioned—do they
pay off? p37 Sep 15
Control, four-step type, Roosevelt
Theatre, Jacksonville, Fla., pi 7
Jun 2
Efficient system, plO Mar 3.
Horsepower, definition, p8 Mar 3
Irutallotion and operation, vital
points of, pIO Mar 3
Installations, photos of, p9, plO
Mar 3
Pockoge installation for old ond new
theatres, p8 Mar 3
Tonnage, explonotion of, p8 Mar 3
Twin cooling system for, p52 Nov
5, '55
ARCHITECTURAL DRAWINGS
(Also See New Theatres, Drive-Ins
and Indoor; Remodeling, Drlve-ln
Theatres and Indoor Theatres)
International Tradeshow, New York
Coliseum, floor plan for, p43 Apr
7; p9 Sep 15
Lobby plan, Ames Theotre, Ames,
la., p28 Oct 22, '55
Lobby combined with foyer, pi 2 Jan
7
Lobby used as enclosed foyer, pi
Oct 11, '55
Thrillaroma, screen and stage
sketches, p32 Apr 7
World Theatre, Minneapolis, remodeling
layout, p20 Oct 22, '55
AHRACTION BOARDS
Glass, clear visibility, p56 Mar 3
Photos of, p50 Nov 5, '55; cover,
pi I, p30 Feb 4; p20, p21, p52
Mar 3; p22 Apr 7; p60 Jun 4;
p22, p38 Aug 4; p64 Sep 15
Pylon-type, with photo, Loew's 35
Drive-ln Theatre, Keyport, N. J.,
p39 Aug 4
AUDITORIUM
Loge, smoking, Loew'i Riviera Theatre,
Miami, p57 Apr 7
Love seats, plO Jon 7
Photos, p21, p23, p24, p38 Oct 22,
55; cover. Dee 3, '55; cover plO,
pi 5 Jon 7; p88 Feb 4; p21 Mar
3; p57 Apr 7; pi 2, pi 3 Jul 7
Proscenium arch bows to widescreen,
pl2 Jul 7
Updating, seven steps In, p23 Oct
22, '55
AUTOMATIC VENDORS
(See Refreshment Service)
Condy pll, pl2 May 5
Chocolate, hot or cold, pll, pi
May 5
Cigaret, 11 -column, p54 Nov 5, '55;
nine or 12-column, p51 Dec 3, '55;
460-pack, p41 Aug 4; 432-pack,
p57 Mar 3
Hot dogs, p42 Aug 4
National Automatic Merchandising
Show, pi 4, pi 5, Dec 3, '55
Magnetic showcase, p40 Feb 4
Men's cologne, p52 Nov 5, '55
Multiple-drink, pll, pi 2 May 5
Multiple-item, for restrooms, p50 Dec
3, '55
Photo machine, p49 Dec 3, '55; p30
May 5
Snack vendor, pi 2 May 5
Vending aids, p29 Jan 7
Vending—manual or outomatic? pi 1
May 5
Vending package, p49 Dec 3, '55
Vendors, battery of, sell on mezzanine,
Loew's Theatre, Rochester,
N. Y. pi 8 May 5
BOXOFFICE
Coin changer, p57 Mar 3
"
Coin sorting machine, gravity-controlled,
p56 Mar 3
I
Drive-in theatre boxoffices, photos,
p71, p77 Oct 22, '55; p46, p47
Nov 5, '55; pi 5, p48 Mar 3; p24
April 7; p51 Jun 2; p65 Sep 15
Indoor theatre boxoffices, photos,
p28 Oct 22, '55; p56, p57 Apr 7;
p48 Jun 2; p30 Sep 15
Telephone, hand-free, p42 Aug 4
Ticket soles and records, simplified
by printing machines, p54 Jun 2
CANDY
Bulk success formula, p56 Oct 22,
'55
Chocolate bars, English, p49 Dec S,
'55
Christmas, special bars for, p77 Sep
15
Nickel bar a good profit item,
Aug 4
p41
Penny candy, profits in vending, p22
May 5
Reducing aid, as sales angle,
Nov 5, '55
p22
Soles, stimulating impulse, p48 Apr 7
Storage, pi 3 Aug 4
CARBON
(See Projection and Sound)
CARPETING
Carpeted floors cost 50 per cent less
to maintain, pi 4 Jun 2
Carpeting terms for theotremen, pl6
Jun 2
Cleaning flood-water soaked,
Apr 7
p62
Creates "warm" atmosphere, pi 2
Jun 2
Cushioning, natural rubl>er, p78 Sep
15
Cushioning, sponge rubber, p50 Jan
7
Dyeing, spot, pi 7 Nov 5, '55; p50
Jun 4
Luxury-type, maintenance of, pi 4
Jun 2
Molntenonce survey, pi 6 Jun 2
Mildew, removing, p55 Sep 15
Shampooing, p62 Apr 7
Soil-retardont chemical for, p82 Feb 4
Soil-retordant spray for, p22 Mar 3
Wall-to-wall, tips on laying, p21 Aug
4
CEILINGS
Curved floating type, photo, p21 Oct
22, '55
Egg crate type, photo, p32 Oct 22,
'55
Novel decorations on ceilings of auditorium
and lobby, Ellis Theatre,
Philadelphia, photos, p61 Apr 7;
p9 Jun 2
CHAIRS
(See
Seating)
CINE CLINIC
Ballontyne projectors, setting shutter
of, p46 Jun 2
Curved screen, problems of focusing
on, p41 Nov 5, '55
Demagnetization problem, p68 Sep
15
Lamphouse exhaust fans, solving
problems of, p40 Jan 7
Transformer burned out on ramps,
p68 Sep 15
CLEANERS
Maintenance)
(See
CLEANING
(See Maintenance)
Beverage equipment, p60 Oct 22, '55
Carpet cleaners, pi 08 Oct 22, '55
Ceramic tile, plO Nov 5, '55
Cleaners, test, pi 07 Oct 22, '55
Cutting costs of, mechanized equipment
for, plO Jan 7
Dust pans, long-handled, p52 Nov 5,
'55
Flooring, all types, for summer, pi 8
Jun 2
Floor machine, plugging into proper
electrical outlet, p21 Aug 4
Floors, materials and equipment for
cleaning, p109 Oct 22, '55
Metal surfaces, pi 14 Oct 22, '55
Plastic applicator for Ixswl cleaning
liquid, p41 Aug 4
Plostic upholstery, p44 Jul 7
Restrooms, pi 06 Oct 22, '55
Rubber mats, p43 Feb 4
Soaps and detergents, merits of, p22
Mar 3
Vacuum cleaner for drive-in theatre,
p48 Jan 7
Voccum cleaner, lightweight, on ballbearing
casters, p42 Aug 4
Walls, acoustical, pSO Jun 4
COIN MACHINES
(Sec Refreshment Service)
CONSTRUCTION
(See New Theatres—Drive-ins, Indoor)
CURTAINS
Photos of, p2I, p38 Oct 22, '55; plO
Jan 7; p57 Apr 7: cover, Jun 2;
pi 2, pi 3, Jul 7; p32 Sep 15
Proscenium arch, new treatments of,
pl2 Jul 7
Track, curved stage curtain, pSI Apr
7
Traveler-type, with alternating multicolored
and plain panels, p32
Sep 15
DECORATION
Beauty underfoot, pi 2 Jun 2
Ceiling treotment, Ellis Theatre,
Philadelphia, photos, p60, p61 Apr
7; p9 Jun 2
Interior, imperial red and gold. Imperial
Theatre, Woco, Tex., p34
Oct 22, '55
Lobby, informal, photo of, p37 May
5
Mezzanine, updating, p34 Oct 22, '55
Mural, Paragon Theatre, Melville,
Sask., p9 Jan 7
Shodowbox effects, photos, p33 Oct
22, '55
Unusual effects in colors and lighting
on a block screen, p45 Nov
5, '55
Updoting theatres, 14 ideas for, p32
Oct 22, '55
DEODORANTS
(See Sanitation)
DESIGN
(See New Theatres; Remodeling)
Theatre design, 50 years of, p33 Dec
3, '55
Theatre design, novel ideas for, p8
Jan 7
DISINFECTANT
(See
DISPLAYS
Sanitation)
(See Lobbies; Signs)
Glass, clear visibility, for display
cases, p56 Mar 3
Shodowbox, exhibitor designs Inexpensive,
p83 Feb 4
DRAINAGE
(See
DRIVE-INS
Drive-ins)
Construction, assistance in, p58 Sep
15
Day and night operation, p26 Jul 7
Deep-fat frying, manual for,
May 5
p24
Deluxe drive-in serves town of
25,000, Twin Pines Drive-ln Theatre,
Longview, Tex., p64 Sep 15
Diaper den, Middleton Drive-In, Hertford,
Conn., p51 Nov 5, '55
Directionol lights as wise Investment,
p50 Nov 5, '55
Drive-in bisected by highway, Brooks
Drive-ln, Brooks, Alto., p44 Jon 7
Dust, laying of on drive-in ramps
ond drives, p44 Jul 7
Expansion plan, a built-in, p27 Jul 7
Fomily policy, Loew's 35 Drive-ln,
Keyport N. J., p38 Aug 4
Family trade, extra services build,
p51 Nov 5, '55
Fog-control device, p64 Jun 2
Foods, prepared, bring big sovings,
Tidwell Drive-ln, Houston, p58 Feb
4
Foods, prepared, bring big savings,
Tidwell Drive-ln, Houston, p58 Feb
4
French fries, ort of preporing, p28
Moy 5
Gate, one-way exit, p80 Apr 7
Gross, choice of and maintenance,
pi 4 Feb 4
110
The MODERN THEATRE SECTION

5
4
7
Heaters, easily-mounted, p56 Mar 3
Heater, motorless, in-car, p78 Sep 1
Heater with extra safety features,
p64 Jun 2
Highway traffic control, p77 Oct 22,
'55
Hurricane-proof construction, Gulfstream
Drive-In, Miami, p45 Jul 7
In-car heaters, p94 Feb 4
In-car speakers, p94 Feb 4
Insurance, "all-risks" floater covers
drive-in theatre property, p51 Sep
Loke, for anglers, p6I Jun 2
Lighting, decorative, for, p48 Moy 5
Lighting techniques, to enhance, with
photos, p35 Apr 7
Light loss, ways to correct, p7 Jul 7
Maintenance, winter, p33 Feb 4
Mosquito problem, p43 Feb 4
Mosquito repellent, p52 Nov 5, '55
Newspoper ad for opening, photo,
p47 Jan 7
Nursery, air-conditioned, photo, p65
Sep 15
Paint, anti-rust, for screen, p64 Jun 2
Paint, screen, plastic, and rubber
base, p52 May 5
"
Patronage, new, ideas for promotina.
p23 Feb 4
Paving holes, how to patch, p38
Apr 7
Plans diagrammed: Coral Way
Drive-In, Miami, Fla., p70; Skydrome
Drive-ln, Lake Worth, Fla.,
p72; King Center Twin Drive-ln,
Houston, Tex., p74; South Expresswoy
Drive-ln, Atlonta, p77 Oct 22,
Playground equipment, rotating by
circuit; rotating by independent
operators, pi 7 Apr 7
Playground management, symposium
on successful, pi 2 Apr 7
Playground, three efficient layouts
for, p8 Apr 7
Ployground to lure young and old
p46 Dec 3, '55
Pressbook clippings, layout for exhibitor's
booklet, p42 Jan 7
Projection lens, low-cost, for, p50
Jan 7
Promotion, fun book, p80 Apr 7
Recordings, tope, do soles job for
drive-in, p28, p29 Apr 7
Remodeling, assistance in, p58 Sep 15
Reopening, spring, preparing for, p33
Feb 4
Safeguarding patrons, p79 Oct 22, '55
Safety guide for patrons, p83 Oct
Screen tower
Nov 5, '55
with easel leas, o51
Seating, walk-in. Golden Glades Twin
Drjve-ln, Miami, with photo, p23
Apr 7
Service, corside, irKreoses concessions
sales 50 per cent, p29 May 5
Signs, decorative
May 5
lighting for, p4a
Speaker, anti-theft device, p5I Jul 7
Speaker cones, repairs for rusted, p93
Feb 4
Steering sulky for tractor mower, p93
Feb 4
Swimming pools, precort, p30 Apr 7
Switch, automatic cutoff, for drivein
speakers, pBO Sep 15
Ticket-printing machine,
p54 Jun 4
automatic,
Tower, built to withstand windstorms,
p70 Sep 15
Traffic control, by off-duty
man, plO Moy 5
police-
Train, miniature, potent
lure, p27 Apr 7
boxoffice
Twin operation, each unit
in itself, p22 Apr 7
complete
Twin Driveln,
Minneapolis, p49 Mar 3
Twin operation. Lucky
Upgrading program for small drivein,
p51 Jun 4
Weed control,
Apr 7
with rock salt, p38
Weekly booklets promote Niles 31
Drive-ln, Niles, Mich., p42 Jon 7
Windshield protector, p49 Dec 3, '55
Winterizing, p81 Oct 22, '55
FLOOR COVERING
Asphalt tile, installing on painted
concrete, p22 Mar 3
Asphalt tile, turns white, p22 Mar 3
Carpet, cleaning flood-water soaked,
p62 Apr 7
Carpet cushkin, natural rubber, p78
Sep 15; sponge rubber, p50 Jan 7
Carpeted floors cost 50 per certt
less to maintain, pi 4 Jun 2
Carpeting, spot dyeing of, pi 7 Nov
5, '55; p50 Jun 4
Carpeting to create a "worm" atmosphere,
pi 2 Jun 2
Carpet, luxury, maintenance of, pi 4
Jun 2
Carpet, maintenance survey, p16 Jun
2
Linoleum, restoring, p50 Jun 4
Mot and stair treads, p54 Nov 5, '55
Photos of various types, pi 5, p22,
p25, p27, p32, p33, p34, p35 Oct
22, '55; pi 2, pi 3 Jun 2; p32 Sep
15
Rubber tile, replacing defective,
Mar 3
p22
Vinyl, over hord tile, p50 Jun 4
Vinyl tile, removing marks from, p62
Apr 7
FLOORS
(See Maintenance)
Core of, free literature on, pi 6 Nov
5, '55
Concrete, enamel for, pi 7 Nov 5, '55
Terrazzo, at Roxy Theatre, Tacoma,
pi 5 Oct 22, '55
Terrazzo over wood floor, p22 Mar 3
Terrazzo, regrinding, p50 Jun 4
Vinyl flooring, anti-slip wax for, p20
Nov 5, '55
Waxes vs. hard coat floor finishes,
p23 Mar 3
FOYER
Enlarging, p21 Oct 22, '55
Lobby, combined with. Gopher Theatre,
Minneapolis, pi 2 Jan 7; RKO
58th Street Theatre, New York,
p22, p23 Aug 4
Lobby converted to, pi 2 Oct 22, '55
Photos of, pi 3, pi 5 Oct 22, '55; p8
Nov 5, '55; pi 2, pi 3 Jon 7; p89
Feb 4; p56, p60 Apr 7; p23 Aug 4
FRONTS
Ideos, eight, p30, p3I Oct 22, '55
Narrow, solution for, p45 Oct 22, '55
No more "El"—new facade, RKO
58h Street Theatre, New York City,
p22 Aug 4
Photos of, p20, p23, p28, p29, p35
Oct 22, '55; p33 Dec 3, '55; pi
Jon 7; pi 4, pi 5, p20 Mar 3; p37,
p53 May 5; p34, p35 Jul 7; p22
Aug 4
FURNITURE
Photos of, pi 9, p21, p22, p26, p27,
p32, p33, p34, Oct 22, '55
HOT DOGS
H
(See Refreshment Service)
HYGIENE
ICE
(See Sanitation)
CREAM
(See Refreshment Service)
LANDSCAPING
I
Keeping drive-in carpet lush end
green, pi 4 Feb 4
Layout, Loew's 35 Drive-ln, Keyport,
N. J., p38 Aug 4
Lighting to enhance, p35 Apr 7
Twin Drive-ln Theatair, Indianapolis,
pIO May 5
LIGHTING
Block screen, unusual effects on, with
lighting, p45 Nov 5, '55
Decorative, at RKO Orpheum, Denver,
cover, Jan 7
Decorative, for drive-in, p48 May 5
Directional, os wise drive-in investment,
p50 Nov 5, '55
Spotlight, direct current, p45 Nov
5, %5
LOBBIES
"Big Sweep" look, pi 7 Jan 7
Coffee nook. Surf Theotre, Detroit,
p31 Sep 15
Displays, plan for, when remodeling,
pl3 Jon 7
Foyer, combined with. Gopher Theatre,
Minneapolis, pi 3 Jon 7
Mahogany paneling for informality,
p40 Oct 22, '55
Photos of, pi 3, pi 4 Oct 22, '55;
pi 2, pi 3 Jon 7; p56, p60 Apr 7;
pI3 Jun 3; p30 Sep 15
Remodeling of, Roxy Theotre, Tacoma,
pi 3 Oct 22, '55; Stote
Theatre, Chicago, pI7 Jon 7; Ellis
Theatre, Philadelphia, p60 Apr 7
Wells, lobby, remodeling, p26 Oct 22,
LOUNGES
(See
Restroomt)
MAINTENANCE
M
Alkalies ond acids,
Nov 5, '55
testing for, pi
Aluminum poster frames, pi 07 Oct
22, '55
Anti-theft device, for heaters and
speakers, p81 Apr 7
Asphalt tile, p45 Dec 3, '55
Asphalt tile, treating decomposing,
p21 Aug 4
Asphalt tile, turns white,
p22 Mor 3
remedy for,
Asphalt tile turns yellow, pi 2 Oct 6
Brass, old, polishing, p55 Sep 15
Broom, motorized air, p77 Sep 15
Brushes, scrub, caring for, p50 Jun 4
Carpet, cleaning, p62 Apr 7
Carpet, cleaning flood-soaked, p62
Apr 7
Corpet, removing mildew from, p55
Sep 15
Carpeted floors, pi 4 Jun 2
Carpeting, soil retardant, spray for,
p22 Mar 3
Corpeting, spot dyeing of, p50 Jun 2
Carpeting substitute, p43 Feb 4
Carpets, luxury-type, pi 4 Jun 2
Carpets, mending tear in, p44 Jul 7
Carpets, vacuum-cleaning, pi 2 Oct 6
Cement, theatre seat patching,
May 5
p55
Ceramic tile, plO Nov 5, '55
Cleaner, theatre floor, with four
brush sizes, p49 Jul 7
Cold floor, remedy for, p55 Sep 15
Concrete, filling holes in, p44 Jul 7
Corrosion, combating, on theatre fixtures,
p2I Aug 4
Cost, carpeted vs. uncarpeted floors,
pi 6 Jun 2
Crone, hydraulic, p43 Aug 4
Drain pipe clearing device, p56 Mar 3
Dripless paint, pi 7 Nov 5, '55
Dust, laying, in drive-in, p44 Jul 7
Dust pan, long-handled, p52 Nov S,
'55
Floor brush, restoring flottened, pi 7
Nov 5, '55
Floor core, free literature on, pI6
Nov 5, '55
Floor cleaners and finishes, pl08
Oct 22, '55
Floor hard on feet, remedy for, pi 2
Oct. 6
Floor machines, pi 1 1 Oct 22, '55
Floors, cleaning equipment for, pi 08
Oct 22, '55
Floors, cleaning for summer, pi 8
Jun 2
Floors, terrazzo, regrinding, p50 Jun 4
Fluorescent txjlbs, handling properly,
p21 Aug 4
Fluorescent lamps, p45 Dec 3, '55
Green deposits, removing from woshroom
fixtures, pi 7 Nov 5, '55
Housekeeping, good, reflects to manager's
credit, p22 Oct 6
Incinerator cart for drive-ins, p8I
Apr 7
Lawn, at drive-in theatre, pi 4 Feb 4
Linoleum, restoring, p50 Jun 4
Lipstick stains, removing, pi 2 Oct 6
Marble, restoring polish to, p44 Jul 7
Masonite, removing lipstick from, p55
Sep 15
Mice and rats, combating, p45 Dec
3, '55
Mops, froiTMs and tMods, pI09 Oct
22, '55
Mops, wet, pi 10 Oct 22, '55
Mosquito problem, p43 Feb 4
Ook paneling, removing scratches
from, p30 Jon 7
Point, concrete, repoiring, p50 Jun 4
Point, dripless, source of, p57 Sep IS
Point, for drive-in screen, p52 May 5
Pointing, tips on efficient, p55 Jun 2
Paving holes, how to patch, p38
Apr 7
Plastic upholstery, cleaning, p44 Jul
7
Railings, aluminum, pre-fabricoted,
p49 Jan 7
Restroom, pi 06 Oct 22, '55; p8 Oct 6
Rings, removing from furniture, p30
Jon 7
Rubber mots, cleaning, p43 Feb 4
Rubber tile, bleeding, prevention of,
p31 Jon 7
Rubber tile, replacing defective,
Mar 3
p22
Screen point, rapid dry, p57 Mar 3
Screen point, super-white, p56 Mar 3
Septic tanks, cleaner for, p40 Oct 6
Soap, jelly vs. liquid, p30 Jon 7
Sound absorbent point, p45 Dec 3,
'55
Speakers, replacement, drive-in, p80
Apr 7
Spider webs, removal from high
places, p22 Mar 3
Stainless steel, p48 Sep 15
Terrazzo, removing oil from, p57 Sep
15
Terrozzo, sealing, p45 Dec 3, '55
Theatre seats, refinishing, pi 7 Nov
5, '55
Vacuum cleoner, rusted, p43 Feb 4
Vocuum cleaners, heavy duty, p80
Apr 7
Varnish, removing from cork tile, pi 7
Nov 5, '55
Vinyl floor, preventing chair mors on,
p62 Apr 7
Vinyl flooring, anti-slip wax, p21
Nov 5, '55
Wollboord, fireproof, pi 7 Nov 5, '55
Wall damage by chair bocks, preventing,
p22 Mar 3
Walls, acoustical, cleaning, p50 Jun 4
Walls, soaps injure marble, p62 Apr 7
Waxes vs. hard coot floor finishes,
p22 Mar 3
Weed control, with rock salt, p38
Apr 7
MANAGEMENT
Admissions control, electronic system
for, p46 Nov 5, '55
Air-conditioned concessions—does it
pay off? p37 Sep 15
Art policy revives a shuttered theatre,
p30 Sep 15
Better management needed to win
patrons bock, p30 Oct 6
Budget, handy tool to ovoid periodic
crises, p78 Apr 2
Carpet maintenance survey, pi 6
Jun 2
Casualty losses, as tax deductioru,
p20 Jon 7
Concessions items, trial of new ones
pays, p4l Apr 7
Concessions, new, up sales as much
OS 100 per cent, p40 Sep 15
Concessions record system, p41 Dec
3, 55
Concessions remodeling, gain seven
cents per person by, p23 Oct 6
Concessions sales increased by promoting
attendance, p48 Apr 7
Concessions, station vs. cafeteria operotion,
p52 Oct 22, '55
Confection contest manual, Wometco,
photo of, p25 Mar 3
Danger! offspring working, p24 Aug 4
Depreciation, a tax factor, p43 NOV
5, '55
Employes, duties and conduct of,
p99 Oct 22, '55
Family policy at Loew's 35 Drive-ln,
Keyport, N. J., p38 Aug 4
Fire safety, rules quiz, pi 8 May 5
Fuel choice, cool or oil, pi 07 Oct 22,
'55
Housekeeping, good, reflects to manager's
credit, p22 Oct 6
Incentive plan key to more
sions soles, p25 Mor 3
conces-
Income tax, 1955, why overpay, p90
Feb 4
Incorporation, new look
tremen, pi 6 Mar 3
at, for thea-
Insurance, "all risks" floater covers
drive-in propierty, p51 Sep 15
Insuronce, avoiding insufficient coverage,
p47 Jun 2
Investment—don't mistake your capital
for net earnings, pi 3 Oct 6
BOXOFFICE :: October 20. 19S6
111

5
5
Loge seofing, patrons respond to
wide-center type, p3l Oct 6
Mechonics' liens, wotch out for, d42
Oct 22, '55
Patrons' safety, theatre owner responsible
for, p36 Feb 4
Penny vending, profits in, p22 Moy 5
Personnel training for maximum
condy soles, p67 Feb 4
Playground expansion policy. Cinema
Park Drive-in, Calgary, p46 Dec 3,
Ployground, sympos,ium on, pi 2 Apr 7
Printing machine simplifies ticket
soles and records, p54 Jun 4
Proiectionist, ask him to explain
techniques to staff, p23 Sep 15
Projectionist, how to keep yours
happy, pi 3 Sep 15
Recordings, tope, custom-made for
radio ond p. a. spots, p63 Jun 2
Recordings, tape, do sales job o28
p29 Apr 7 ^
'
Remodeling, loan for, pi 6 Oct 22, '55
Remodeling, table of bonk loans.'pla
Safety signs cut playground accidents,
p3I Apr 7
Service, promotion—basis of drive-in
theatre success, p52 Mar 3
Small-town theatre as a community
center, p37 Dec 3, '55
Swimming pools, gam as drive-in
draws, p30 Apr 7
Toxes, 1955, how to sove on, p43
Nov 5, 55
'^°'^'«f^"

5
5
5
Railroad, one-track, photo, p48 Jul 7
Rides, charge or free, pt3 Apr 7
Slides, elephant, p40 Oct 6
Stunts promote concessions sales, p25
Oct 6
Train, miniature, potent boxoffice
lure, p27 Apr 7
POPCORN
Bert Nathan, theatre industry salutes,
for PCA service, p53 Sep 1
Cleon machine and efficient attendant
means more soles, p29 Oct 6
Crop volume remained high, 1955,
p28 Jun 2
Machine, key to greater profits,
Aug 4
pi 2
Nutty corn, pi 6 Aug 4
Overpricing, warning
Apr 7
ogoinst, p52
Popcorn and Concessions Ass'n,
Western Regional conference, Los
Vegas, Nev., p48 Apr 7; Midwestern
Regional conference,
cago, p33 May 5
Chi-
Popper with air-cooled kettle, p77
Sep 15
Product inmproved by proper heat
and air flow in new mochines, p26
Jun 2
Quality depends on using finest ingredients,
p46 Sep 15
Sales, increase with better value
pocks, p33 May 5
Spring jamboree, posters for, with
photos, p54 Apr 7
Storage, pi 3 Aug 4
What makes people buy? p29 Jul 7
POWDER ROOMS
(See
Restrooms)
Photos of, p22, p23 Oct 22, '55; p9,
pi 3 Nov 5, '55
PROJECTION AND SOUND
Aperture sizes and screen ratios,
chart, p40 Jun 2
Arc lamp for wide-gauge film, p49
Jul 7
Arc lamp switch, two-step, for Simplex
pedestal, p43 A'vig 4
Arc striking current minihnizer, p49
Jon 7
Bollontyne mechonism, servicing, d24
Dec 3, '55
Booth accessories improved, pl4 Jul
Booth equipped
p45 Aug 4
for 375-foot throw,
Booths, photos of,
'55; p45 Aug 4
p86, cover, Dec 3
Brackets, heavy steel woll, p49 Jul 7
Camera,
Jun 4
VistoVision, portable, p44
Corbon consumption, study of, ot
Enid, Oklo., theatres, p35 Jun 4
Carbon saving device for high arc
lamps, p50 Jul 7
Changeover, circuit diagram for,
Nov 5, '55
p32
Cinemascope, for drive-ins, p90 Oct
22, '55
Cinemascope 55, exhibit photo, p74
Apr 7
Closed-circuit TV, projects theatre
ploy to terrace audience, p42 Nov
5, '55
Conematic high
Feb 4
intensity lamp, pB4
Door counter-balancer, for projection
room, p95 Feb 4
Drive-in reopening, what to do in
projection room before, p9 Feb 4
Film, proper handling of magneticrecorded,
p96 Oct 22, '55
Film trap cooler, RCA Brenkert
jector, p47 Mar 3
pro-
Film splicer, p95 Feb 4
Focal slide rule for new screen rotios,
p49 Jon 7
Frequency response, p97 Oct 22, '55
Heat filter protects
film, pI9 Mor 3
CinemoScope 55
Image, Eastman House leaflet
comes magazine, pi 8 Mar 3
be-
Image, how to achieve
screen, p37 Aug 4
a better
Lamphouse core,
p33 Mar 3
two suggestions for,
Lamp, new high intensity, has plus
features, p84 Feb 4
Lamps, drive-in, p90 Oct 22, '55
Lamps, one-kilowatt fixed feed ratio,
solution of operating difficulties,
p76 Apr 2
Lenses and screen ratios for
mum brightness, p8 Jul 7
maxi-
Lenses for wider screens and longer
projection throws, p58 Jun 2
Light loss, ways to correct, ot driveins,
p22 Jul 7
Magnetic cluster for theatre sound
systems, p50 Jul 7
Magnetic-recorded film, proper handling
of, p96 Oct 22, '55
Magnetic reproducers, servicing,
Aug 4
p26
Mognetic sound system, single-track,
p20 Dec 3, '55
Magoptical prints, modifying optical
sound equipment
Mar 3
to handle, pl9
Magoptical prints, proper handling ot,
p4l Jan 7
Motiograph, Model K, projector, operation
and maintenance, photos,
p64, p65, p68, p70 Apr 7
Optical sound head, check-up, p97
Oct 22, '55
Power supply unit, placement ot,
py* Oct 22, '55
Presentation, guide to better, p86
Oct 22, '55
Projection lens, low-cost, for driveins,
paO Jan 7
Projeciion problems, special drive-in
ineatre, pa Feb 4
Projection, robot controlled, in England,
p20 Jul 7
Projection room, well-equipped, p87
uct 22, '55
Projector maintenance, Motiograph
model K, p64 Apr 7
Projector, KCA,
Mar 3
maintenance, p34
Projector, study of parts of, p25, p31
Nov 5, '55
Projector with curved gate, p47 Jul 7
Projectors, instructions tor
NOV 5, '53
all, p24
Rorios, selection of, p88 Oct 22, '55
KCA-DrenKert mechanism, maintenance,
pJ8 May 5
RCA mechanisms, core ot, p34 Mar 3
Kectitiers, selenium, 135 amp. and
loU amp., p63 Jun 4
Retiector, aluminum, p50 Jul 7
bcreen tor even light distribution, p51
Jul 7
Screen frame, building, p88 Oct 22,
'55
Screen illumination, obtaining maximum,
p34 Jun 2
Screen light, adjustable shutter for
more, p25 Dec 3, '55
Simplex E-7 mechanisms, servicing,
p32 Jon 7
Simplex XL mechanism, for f/1.7 operation,
p95 Feb 4
Sound reproducers, Westrex introouces
a new line, p21 Mar 3
Sound reproduction, answers to problems
ot, pi 4 Oct 6
Sound system, for medium-size theatres,
p34 Apr 7
Sound system, single-channel, tor
smaller theatres, p45 Jun 2
Speaker, fits most junction boxes,
p65 Jun 2
Splicing machines, butt-weld, p4I
Oct 6
•
Standardization, widescreen, leveling
oft of 1 .85 to 1 ,
p72 Sep 1
Stereophonic equipment, checkup of,
p94 Oct 22, '55
Superscope, maintenance hints, p86
Oct 22, '55
Todd-AO, installation at Rivoli Theatre,
N. Y., pi 8, pi 9 Dec 3, '55
VistoVision, maintenance hints, p86
Oct 22, '55
Widescreen, for narrow auditorium,
p87 Oct 22, '55
Widescreen, problems and solutions,
p86 Oct 22. '55
PUBLIC RELATIONS
Cooperation with churches, drive-in,
p30 Feb 4
Diaper den, as family trade builder
for drive-in theatre, p51 Nov 5, '55
Party, free spring, for kids at drivein
ployground, p56 Jun 2
RAMPS
(See
Drive-lns)
Asphalt-treated, Colonial Drive-In,
Annapolis, Md., with photo, p54
Feb 4
RECORDINGS
Tape, by commercial service, p29
Apr?
Tape, do sales job ot drive-ins, p28
Apr 7
Tape, mode in circuit's studio, p28
Apr 7
REFRESHMENT SERVICE
Beverage end popcorn cups, p95 Feb
4
Beverage equipment, cleaning, p60
Oct 22, '55
Beveroge, merchandising, p8 Aug 4
Beverage soles, increased by promotions,
p65 Feb 4
Beverage soles, increosed with manual
dispensers and automatic vendors,
p35 May 5
Beverage soles tripled by tie-in with
second concessions item, p64 Feb 4
Butterlike flavor seasoning, p42 Aug
4
Butter-sprayer for popped corn, p51
Dec 3, '55
Cofeterio-style popular in New England,
p33 Jun 2
Candy bars, for Christmos trode, p77
Sep 15
Candy, nut, soles range up to 75
per cent in tests, p22 Moy 5
Candy, profits in penny vending of,
p22 May 5
Condy, reducing angle as aid to
soles of, p22 Nov 5, '55
Candy, stimulating soles of, p48 Apr
7
Candy, success formula for bulk,
p56 Oct 22, '55
Cents-per-person costs and profits,
p41 Dec 3, '55
Charcoal broiler, outdoor, pIO Feb 4
Chicken, deep-fried, tested formula
for, p25 May 5
Chili dog sauce, p50 Jon 7
Chocolate bors, ten-cent, p49 Dec 3,
'55
Chocolate bars. Lady Betty, p56 Mor
3
Chocolate drink, new, for drive-in
theatres, p32 Jun 2
Clam fritters, popular at Boston driveins,
p66 Feb 4
Coffee, vendor for freshly percolated,
p93 Feb 4
Coffee, instant, recommended
drive-ins, plO May 5
for
Coffee, patrons serve themselves, p47
Feb 4
Cokes, 6,000 sold on a busy night,
p8 May 5
Concessions, air-conditioned, pay-off,
p37 Sep 15
Concessions, cost control for, p41
Dec 3, '55
Concessions design, V-shaped, Colonial
Drive-In, Annapolis, Md.,
p53 Feb 4
Concessions, fall wrap-up and spring
reopening, p28 Feb 4
Concessions, increased soles and
profits from, pi 8 Feb 4
Concessions merchandise,
pi 3 Aug 4
storage of,
Concessions, new, up sales as much
as 100 per cent, p40 Sep 15
Concessions personnel should know
ttie merchandise, plO Aug 4
Concessions planning, 25 questions
onswered on, p24 Feb 4
Concessions stand, conch shell, Missouri
Theatre,
Oct 22, '55
Columbia, Mo., p46
Concessions sales, promoted by playground
stunts, p25 Oct 6
Concessions stands, drive-in, photos
of, pi 1 Feb 4; p49 Mar 3; p23,
p24, p25 Apr 7; cover, p8, p9, pIO,
pi 4 May 5; p33 June 2; p46 Jul 7;
p8 Aug 4; p37, p38, p64, p65 Sep
15; p37 Oct 6
Concessions stonds, indoors, photos
of, pi 4, p27, p32, p36, p41, p45,
p52, p56, p68 Oct 22, '55; pi 9,
p20, p21 Nov 5, '55; p57, p61
Apr 7; pi I, pl6, pl7 May 5; p35,
p36 Jul 7; plO, pi 2 Aug 4
Concessions updating, a continuous
program, p28 Mor 3
Croquettes, chart for electric frying
of, p27 May 5
Customers, psychology of handing
tray to, pi 4 May 5
Deep fat-frying, manual of, p24 May
Dispenser, cold drink, p49 Jul 7
Dispenser, drink, analuminated, p80
Apr 7
Dispenser, drink, whirlpool, p54 May 5
Dispenser, cold drink, 800-cup capacity,
p43 Aug 4
Dispenser, 14 steps for cleaning, p6I
Oct 22, '55
Dispenser jet spray, p48 Jon 7
Dispenser, multiple soft drink, p79
Sep 15
Dispenser, with cascading fountain
action, p49 Jon 7
Dispenser, with spinner animation,
p49 Jul 7
Doughnuts, chart for electric frying,
p26 May 5
Drink, tips on serving a good,
Aug 4
p9
Eggs, hord-boiled, sell at Regent
Theatre, Kansas City, pl6 May 5
Fat, doily filtering of, saves money,
p27 May 5
Fire rules, quiz on, pi 8 May 5
Fish, chart for electric frying,
May 5
p26
Free glasses with 32-ounce drink,
p28 Oct 6
Freezer-dispenser, soft ice creom, p54
Moy 5
French fries, art of preparing,
May 5
p28
Frying, electric, chart for, p25 May 5
Hamburgers, 3,000 sold on busy
night, p8 May 5
Hot chili soup, tried of Michigan
drive-ins, p62 Feb 4
Hot chocolate, as profit item, p47
Feb 4
Hot chocolate dispenser, p53 Nov 5,
'55
Hot dog grill, p93 Feb 4
Hot dogs, chili-flavored, p80 Apr 7
Hot dogs, popular at Closs A indoor
theatres, p62 Feb 4
Hot dogs, selling in conventional theatres,
p60 Feb 4
Hot drink dispenser, p52 Nov 5, '55
Hot drinks, a profit item, p47 Feb 4
Hot drinks, ot Detroit indoor concessions,
p51 Feb 4
Hot-food dispenser, multiunit, p77
Sep 15
Hot-food server, p64 Jun 2
Ice cream, sold by eye appeal, p72
Feb 4
Ice cream, secret of selling more,
pi 9 Aug 4
Ice-cube maker, p81 Apr 7
Imprinted cup, olds cold drink sales,
p41 Apr 7
Imprinted cup, speeds service, p46
Apr 7
Incentive plan, key to more soles,
p25 Mar 3
IrKlividuol item promotion pays off,
p23 Jun 2
Menu card, for incoming cars, p31
Mar 3
Merchandising, how to do a better
job of, p49 Oct 22, '55
Merchandising tricks, ten, pi 9 Nov 5,
'55
New items, pays to try, p41 Apr 7
Nuts, profits in penny vending of,
p22 May 5
Onions, chart for electric frying, p26
May 5
Patties, barbecued hamburger, p63
Jun 2
Pickle juice odds zip to drinks, pl7
May 5
Pickles, click with concessions patrons,
pi 6 May 5
Pizza pie, instant, p80 Sep 1
Popcorn ond seasoning, premeasured,
p95 Feb 4
Popcorn, clean machine and efficient
attendant meon more sales of,
p29 Oct 6
Popcorn hybrids, p22 Dec 3, '55
Popcorn island, outdoor, pi 1 Feb 4
Popcorn mochines, proper heat and
air flow in, p26 Jun 2
Popcorn, name change boosts sales,
p70 Feb 4
Popcorn, overpricing, danger of, p52
Apr 7
Popcorn popping tips, p55 Feb 4
Popcorn, quality depends on using
finest ingredients, p46 Sep 15
Popcorn sales aids, p55 Feb 4
Popcorn, self-service device for, p31
Jul 7
Popcorn, what makes people buy, p29
Jul 7
Potatoes, chart for electric frying of,
p26 May 5
Prepared foods, savings through buying,
p58 Feb 4
Profit, control as secret of concessions,
p41 Dec 3, '55
Promotion, dual-product, p42 Apr 7
Recordings, tope, do
Apr 7
sales job, p28
Remodeling, gain seven cents per
person by, p23 Oct 6
Rush period, solving problems of, 77
Drive-ln, Oklahoma City, p28 Oct 6
BOXOFFICE :: October 20, 1956
113

24
5
5
Sales, aided by drawing for free King Center Twin Drive-ln, Houston,
ticitets, p22 Nov 5, '55
p76 Oct 22, '55
Sales promotion for concessions: by Skydrome, Lake Worth, Flo., p72 Oct
air conditioning of concessions,
22, '55
p37 Sep 15; by better value packs,
p33 May 5; by free tickets drowing,
p22 Nov 5, '55; by music association,
p22 Nov 5, '55; by promoting
individual items, p23 Jun
REMODELING-INDOOR
2; by promoting theatre Ames Theatre,
attendance,
p48 Apr 7; by six-point
Ames, Idwo, p28 Oct
22, '55
program,
p41 Apr 7; trade coupons Art policy revives o shuttered theatre.
p26
Surf Theatre, Detroit, p30
and passes in popcorn boxes,
Mor 3
Sep 15
Sandwiches, in heat-sealed bags, p63
Bard Theatre, Miami, p40 Oct 22, '55
Jun 2
Carpeting, use of, in remodeling, pi 2,
Sandwiches, pork tenderloin, sell
pl3 Jun 2
steadily, p4\ Apr 7
Chicago Theatre, p33 Oct 22, '55
Screen light, increased 40 per cent Community Theatre, Kingston, N. Y.,
by new iomp, p59 Sep 15
p23 Oct 22, '55
Service, carside, increase concessions Concessions, remodeled, photos, p8,
soles, p29 May 5
pi 3, pi 4. pi 5, pi 8, p23, p24, p25
Shokemoker, automatic, p57 Mor 3
Jan 7; p28 Mar3
Shokemoker, counter-bockbar, p53 Corridor, pi 5 Oct 22, '55
Nov 5, '55
Decor, from horse opera to art in,
Shrimp rolls, soles linked to music, p37 May 5
p22 Nov 5, '55
Decorator ideas, 14, p32 Oct 22, '55
Signs, concessions merchandising,
Ellis Theatre, Philadelphia, p61 Apr
photos, p53 Apr 7
7; p9 Jun 2
Snack bar for peak trade, p5J Jun 7 Escalator installation, pi 4 Mar 3
Snack bars, new, increase soles, p23 Fox Theotre, Carthage, Mo., p35 Oct
Jan 7
22, '55; p8 Jun 2
Soft-serve machine, bockbar, p50 Fox Theatre, Detroit, p32 Oct 6
Jul 7
Foyer-lobby enlarged, with loss of
Station vs. cafeteria operation, p52
only eight seats, pi 4 Jan 7
Oct 22, '55
Fronts, eight ideas for, p30 Oct 22,
Stillwater dispenser, with - cold control,
p41 Aug 4
Gopher Theatre, Minneapolis, pi 2
'55
Syrups, dry, for Stillwater drinks, p54 Dec 3, '55
May 5
Granada Theatre, Cleveland, p42
Tatar dogs, steady soles of, p41 Apr Jun 2
4
Kenmore Theatre, Boston, p29 Oct
Thirst, create one—then satisfy it,
22, '55
p8 Aug 4
Keswich, Glenside, Po., p9 Jun 2
30-cent drinks successful, p41 Apr 7 Liberty Theatre, Columbus, Go.,
3,000 hamburgers,
p35
6,000 cokes on a
Jul 7
busy night, p8 May 5
Lincoln Theatre, Cheyenne, Wyo.,
Toddy,
p8
hot, as profit item, p47 Feb 4 Nov 5,
Toddy, tried by Commonwealth '55
Theotres,
p4l Apr 7
Y., p9 Jun 2
Little Neck Theatre, Little Neck, N.
Troilers, available, p64 Oct 22, '55
Loons for, pi 6 Oct 22, '55
Vending, manual or automatic? pll
May Lobby and foyer combined,
5
pi 3 Oct
22,
Vending, penny, p22 May '55
5
Lobby, Studio Theatre, Pittsburgh,
p37 May 5
Lobby, with mahogany paneling, p40
Oct 22, '55
Assistance, p58 Sep 15
Marquee, with fluted chasers, RKO
Coral Woy Drive-In, Miami, p71 Oct Orpheum, Davenport, Iowa, p26
22, '55
Sep 15
Dixie Drive-ln, Delond, Flo., p5I Jun Marquees, full width, Lincoln Theatre,
Cheyenne, p9 Nov 5, '55;
REMODELING-DRIVE-INS
BOXOFFICE
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Theatre
Street
Town..
Name
Position
State..
Terminal Theatre,
Sep 15
Chicago, p25
Marquees, rounded, p28, p29 Oct 22,
'55; pl4, pl5 Mor 3
Marquees, updated at Paramount
Theatres, Aurora, III., and Terminal
Theatre, Chicago, p25 Sep 15
Mechonics' liens,
Oct 22, '55
watch out for, p42
Mezzanine, updoting, p34 Oct 22, '55
Missouri Theotre, Columbia, Mo.. p44
Oct 22, '55
Neighborhood house of tomorrow,
pi 12 Oct. 22, '55
No more 'El'—new facade, RKO 58th
Street Theatre, New York City, p22
Aug 4
Old Spanish decor bows to modern,
Granada Theatre, Cleveland, p48
Jun 2
Palace Theatre, Phenix City, Alo.,
p34 Jul 7
Powder Room, Lincoln Theatre, Cheyenne,
p9 Nov 5, '55
Remodeling, without removing partitions,
p24, p25 Oct 22, '55
Reseating as major
Jun 2
phase of, p8
Riolto Theatre,
Jon 7
Columbus, Go., pi
Rivoli Theatre, New York, pi 6 Dec
3, '55
RKO 58th Street Theatre,
City, p22 Aug 4
New York
Roxy Theatre,
'55
Tocomo, pi 2 Oct 22,
RKO Orpheum Theatre, Denver, cover,
Jon 7; p88 Feb 4; p8 Jun 2
Shaker Theatre, Shoker Heights, Ohio,
pi 12 Oct 22, '55
.
Stanley Warner Theatres—Stanton,
Mostbaum and Stanley, Philadelphia,
pi 4 Mar 3
State Theatre, Chicago, pi 7 Jon 7
Studio Theatre, Pittsburgh, p37 May
Surf Theatre, Detroit, p31 Sep 15
Varsity Theatre, Seattle, p24 Oct
22, '55
World Theatre, Minneapolis,
p20 Oct 22, '55
Minn..
RESTROOMS
Ceramic tile, cleaning, plO Nov 5, '55
Choosing fixtures, pi 04 Oct 22, '55
Cleanliness essential, pl07 Oct 22, '55
Deodorizer and sonitizer, p53 Nov
5, '55
Dispenser for paper toilet seat covers,
p40 Oct 6
Efficient, how to plan and run, pi
Nov 5, '55
Hand dryer, electric, p47 Jan 7
Maintenance, pi 06 Oct 22, '55; p8
Oct 6
Modern, reduce maintenance, p104
Oct 22, '55
Photos, pi 04 Oct 22, '55; pi 2, pi 3,
pi 4 Nov 5, '55
Planning, pi 04 Oct 22, '55; pi 2 Nov
5, '55
plastic bottle-applicator for bowlcleoning
liquids, p41 Aug 4
Soap dispenser and shelf, p80 Sep 15
Tissues, soap-impregnated, p42 Aug
SAFETY
Eliminating a highwoy traffic hazard,
p72 Oct 22, '55
Emergency instructions, pl03 Oct. 22,
'55
Fire emergency, pi 03 Oct 22, '55
Fire rules, for Christmas, pi 5 Oct 22,
'55
Panic, emergency, pi 03 Oct 22, '55
Safeguarding patrons, o drive-in obligotion,
p79 Oct 22, '55
Safety guide for patrons, p83 Oct
22, '55
Sickness, emergency, pi 03 Oct 22, '55
Signs, playgrounds, cut accidents,
p31 Apr 7
Panic, emergency, pi 03 Oct 22, '55
Smoke, emergency, pi 03 Oct 22, '55
Traffic control at drive-in, p77, p78
Oct 22, '55
Underwriters Laboratories label, as
symbol of theotre, pi 1 Oct 6
Warning signs, pi 5 Nov 5, '55
Yuletide safety rules, pi 5 Nov 5, '55
SANITATION
Drain pipe cleaning device, p56 Mor
3
Drain pipe flushing gun, p49 Jan 7
Green deposits, removing from washroom
fixtures, pi 7 Nov 5, '55
Restrooms, pi 06 Oct 22, '55
Soap, jelly vs. liquid, p30 Jon 7
SCREENS
Astrolite screen, p41 Nov 5, '55
Block screen, unusuol effects on
with color and lighting, p45 Nov
Illumination, how to
mum, p34 Jun 2
obtain maxi-
Light distribution in a wide auditorium,
chart, p9 Jul 7
Paint, onti-rust, p64 Jun 2
Photos of, p5I Nov 5, '55; pi 9 Dec
3, '55; p22, p25 Apr 7; cover, Jul
7; p39 Aug 4
Plastic coating, liquid vinyl, for outdoor
screens, p50 Jul 7
Presentation, correct lenses ond ratios
for maximum brightness, d9
Jul 7
Rear projection for screen moterial,
p48 Jon 7
Screen sizes, comparison
plO Jul 7
of, chart,
Tripod construction, photo, p39 Aug
4
SCREEN TOWER
Easel leg construction, p51 Nov 5, '55
Windstorms, tower built to withstand,'
p70 Sep 15
SEATING
Loge seating, wide-center type, wins
patronage, p32 Oct 6
Love seats, photo, pIO Jon 10
Luxury-type, Fox Theatre, Trono,
Calif., cover, Jun 2
Refinishing, pI7 Nov 5, '55
Reseating, a major phase of updating,
p8 Jun 2
Reseating, before and after photos,
p8, p9 Jun 2
Varicolored seats in Paragon Theatre,
Melville, Sosk., p8 Jon 7
SIGNS
Drive-in, p47 Moy 5
Photos of, pi 4 Jan 7; p89 Feb 4; p20,
p2I Mor 3; p51, p53 May 5; p39
Aug 4; p26 Sep 1
Verticol chaser, RKO Orpheum Theatre,
Davenport, Iowa, p26 Sep 15
TESMA
International Trade Show Issue, Sep
15
International Trade Show, diagram of
booths, p9 Sep 15; peak interest
in, pi 2 Sep 15; photos, cover, pll
Sep 1 5; popcorn, candy and concessions
hall, p9 Sep 15
Trodeshow pictures, pp8-13 Dec 3,
'55; p26 Jon 7
Trodeshow, 1956, international in
scope, p43 Apr 7
THRILLARAMA
Theatre,
Apr 7
designed
TRAFFIC CONTROL
for every, p32
Eliminating o highway hazard, p72
Oct 22, '55
Entering drive-in at 60-per, p77 Oct
22, '55
New troffic pattern, drive-in, redesigned
to meet, p74 Oct 22, '55
Safeguarding patrons o drive-in obligation,
p78 Oct 22, '55
WALLS
w
Acousticol, cteoning, p50 Jun 4
Acousticol treatment, pl6 Jon 7
Damaged by chair backs, p22 Mor 3
Mahogany paneling in lobby, p41
Oct 22, '55
Marble, soaps Injure, p62 Apr 7
Mosonite, removing lipstick from,
p55 Sep 15
Photos of vorious types, pi 3, pi 4,
p15, p21, p24, p27, p32 p33,
p34, p40 Oct 22, '55; plO, pi
Jan 7; p60 Apr 7; pi 2, pi 3 Jun 2
114 Th« MODERN THEATBE SECTION

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