Boxoffice-August.03.1957

AUGUST 3, 19S/
/he iuAe e^ ine /P/&to&f^,^_^tuAe yruLAt^
THE MODERN THEATRE section in this issue features "Food and Refreshments." Shown here is the
attractive concessions area at Ray Starito's Bedford Grove Drive-ln Theatre near Manchester, N. H.
Wood paneling, wrought-iron railings and a timbered ceiling give a note of informality to the setting. It
is another example of the added attention exhibitors ere paying to the decor of their concessions building.
IN THIS ISSUE:
THI
ift«l o«
Mo ^
Kcond-cloM
Pubhihcd
mofur
»e*kiv
at
bv
lh« Poii 0»«cc«
Atiociotad
ol Koruot
Pubhcolioni
"•ini Blvcl Komoi City, Mo SubicnoHon roict
! Iior, 13 00 [i«i year, Nalionni fiMon 17 50
ATIONAL EXECUTIVE EDITION
Inilu^ini Ikt S«

SUCH
LOVELY
LINES!

NEW YORK -Biqges.
the Music Hall.
opening in a yeor a
CHICAGO - First week at Loop Theatre new M-G-M
house record.
DETROIT - Opening sets new all-time record at
Krim Theatre.
EVERYWHERE -Happy box-offices!
MUSIC HALL, N.Y. SOCK! SOCK! AROUND THE BLOCK!
The BIG Summertime HIT!
M-G-M presents AN ARTHUR FREED PRODUCTION
FRED ASTAIRE
°-
CYD CHARISSE
"SILK STOCKINGS"
JANIS PAIgI"- PETER LORRE
With
JULES MUNSHIN • GEORGE TOBIAS • JOSEPH BULOFF
Screen Ploy by LEONARD GERSHE and LEONARD SPIGELGASS
Suggested by "Ninofchka" by Melchior Lengyel
Music and Lyrics
by COLE PORTER
Book of Original Musicol Play by
GEORGE S. KAUFMAN • LEUEEN McGRATH and ABE BURROWS
Produced on the Stoge by Cy Feuer ond Ernest H. Mortin
In CinemoScope And METROCOLOR
Directed by ROUBEN MAMOULIAN

Ililtf&l&^OWiia
THE WORD
IS OUT!
*
^l^^^^ohy
• TWENTIETH-FOX has just finished
a picture with a future-star-studded
cast of young players that were directed
by a new young director. We saw the
results and hasten to report that not
only IS the company seeking new young
faces, but they are giving them work
and opportunity. Something quite rare
in this effort that usually gets big lip
service but no concrete action.
jerry Wald has always advocated the
use of young talent, and when he went
to Buddy Adler with the )ohn Mc-
Partland story. "No Down Payment,"
with the suggestion that they draw on
their list of young stock players for the
casting, he got an enthusiastic nod.
Not only that. Wald wanted a young
director, Martin Ritt, a former actor
and stage director, and he got him.
When you see "No Down Payment"
you will see four young girls and an
equal number of boys turning in top
performances, and when the audiences
get a look at the picture not only will
it get their stamp of approval but
they'll be looking for the return screen
appearance of each of these players.
All of these young players have been
in one or more pictures, but only one
has been given the acting opportunities
they get in this show You'll see Joanne
Woodward in a standout performance.
Barbara Rush. Sheree North and Patricia
Owens with proven abilities that
will move them up the ladder. Cameron
Mitchell IS the only member of
this cast that has heretofore been given
Such important casting; the other boys,
leff Hunter, Tony Randall and Pat
Hingle, off of what they contributed in
this picture, will win the attention of
every producer on the lot
"No Down Payment" is the type of
gambling that will pav off and th'; type
that continues to make 20th-Fox the
hottest production lot in town Not
only did Wald take a chance with this
story (centered around a new housing
development! that demanded young
actors and selected young players on
the lot for the cast assignments, but he
went even further with handing the
directorial assignment to Martin Ritt.
This picture and its results will win
Mr. Ritt consideration for the best that
20th makes.
The personnel used in this picture are
given added importance because the
company did not have to leave the lot
for a single contributor.
20th has another
blockbuster
in September!
a No Dowil
Payment
is the type of gambling
that will
pay off and the
type that continues to
make 20th-Fox the
hottest production
lot in
town.^^
from 20th Century-Fox
CinemaScop£
and word travels fast...
so call 20th today—
set your date now I \

^ci^oft^y/ldti(m^ri^t(y(^/ndu^
TE NATIONAL FILM WEEKLY
BEN SHLYEN
ubiishfd In Nine Sectional Editions
1 itor-in-Chief and Publisher
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e MODERN THEATRE Section is inided
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\VH 2-1958.
>nver: Jack Rose. 1645 Lafayette St.
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Moines: Russ Schoeb. Register-Tribune.
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ittsburgh: R. F. KUngensmith, 516 .leannelte.
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t. John: 43 Waterloo, Sam Babb.
oronto: 1675 Bayview Ave., Wlllowdale,
Ont.. W. Gladlsb.
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Intered as Second Class matter at Post
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^ U G U S T 3
/ol. 71
19 5 7
No. 15
CHANGING PATTERNS
N AN effort to stem the rising
tide of distribution costs, film companies are
considering the recommendations made by a
firm of management consultants as a result of a
survey of e.xchange operations. At the same
time, both e.\hibitors and distributors have been
weighing existing exhibition practices in their
probing for a revision of releasing methods in
order to increase theatre attendance.
Prior to the survey made on behalf of the
major distributors, several smaller companies
proved that they could well serve their customers
with a lesser number of offices than was hitherto
deemed as essential. But whether this would
work out in the instance of those firms that
handle 26 or more releases annually, is problematical.
However, it is rather widely held that
centralizing of physical and clerical operations
would be feasible; that utilization of electronic
One of the more interesting facets in this
planning involves the work of film salesmen as
envisaged by a home office executive, who sees
better use made of the time and services of these
men by reducing their road travel. This could
be done, he says, by letting them work out of
com])uting equipment alone would result in substantial
savings.
their homes, requiring shorter road trips, utilizing
the time thus saved in rendering services
that would be helpful to their exhibitor customers
in the promotion of pictures and in other
ways. More frequent contacts with exhibitors
could be made, whether by telephone or in person.
As "account executives," which the home
office man would, then, term the salesmen, they
would spend a part of their time in the branch
office, following through on matters of specific
interest to each of their accounts. As it is, many
exhibitors, particularly those in the smaller situations,
have for some time been complaining that
they are not being called on by salesmen from
some of the companies. Both the exhibitors and
the distributors lose thereby.
Aside from possible saving in the traveling
costs of salesmen, there would seem to be considerable
value in their being able to provide
exhibitors with information and ideas they
could adapt to iinprove their promotion efforts.
Salesmen would thus serve as adjuncts to the
field staffs of exploitation men, who, in
the main, are able to cover only a comparative
handful of situations in each territory. While
this is not a new service for film salesmen to
render—many have continuously been giving
it for years— its extension would contribute
much toward rebuilding theatre attendance. It
would work hand-in-hand with the over-all industry
efforts planned in that direction.
As for changing releasing patterns in order to
meet the requirements of changed conditions and
thereby increase attendance, it is patent that
something needs to be done therefor. But,
whether the current "experiment" with first run
multiple openings in neighborhood houses
whether jointly with downtown runs or not—will
prove worthy of continuance, remains to be seen.
However this turns out, it is good to see a
willingness on the part of both exhibition and
distribution to test new patterns in the mutual
interest.
Checking into reports thus far received on
various key cities around the country where
the new policy has been introduced, it is noted
that, in the majority of instances, pictures of
somewhat less than top caliber are making up
the bulk of the product used in the tests. The
results have ranged from fair to very good. In
some cases—large cities, such as Chicago and Detroit
where special conditions are involved—the
policy appears to be highly successful. In Los
.\ngeles, where neighborhood houses and some
drive-ins long have held first run status and
where the neighborhoods are actually wellpopulated,
separate communities, the practice
has long been in vogue. Here, top-quality, not
secondary, product is used.
The promotional effort put behind these
policy changes, doubtless, plays an important
part in their first appeals to the public. The
policy does have "sell" value. And it may go
along on a more or less even pace, perhaps, until
the novelty wears off, just as was the case with
some of the recent technological developments.
Or, if the number of runs becomes too far extended,
as happened when the day-and-dating
practice in second and subsequent runs in the
big cities—initially worthwhile—became too
widespread. If the new practice is limited to the
bi" cities, it may work out advantageously for
the neighborhood theatres in causing earlier release
of a sufficient volume of pictures to relieve
the product shortage. At the same time, it
may cause the introduction of new downtown
first run policies that would serve as an attendance
stimulus. Time will tell.

BBl
LOEWS INTERNAL STRIFE MAY
GO TO COURTS FOR SOLUTION
Tomlinson's Group Elects
L. B. Mayer. Sam Briskin
To Board of Directors
NEW YORK — The internal strife at
Loew's, Inc., appeared to be heading for
the courts this week as the management
group headed by Joseph R. Vogel clashed
with the dissident faction of Joseph Tomlinson.
Canadian industrialist and heavy
stockholder of the company.
WEEK'S RAPID DEVELOPMENTS
These events took place;
• Tomlinson on Tuesday

At 3:10
these representatives
of the nation's press
will be in Denver . . .
on Aug
Helen Bower
Len Boyd
George Christian
Mike Connelly
BillDiehl
Peggy Doyle
Cyrus Durgin
Hazel Flynn
Noel Francis
Maurice Guillerman
Bob Hall
Mel Heimer
Paul Hochuli
Emelia Hodel
Henry Humphreys
Erskine Johnson
Sherwin Kane
Mel Konecoff
Herbert Larson
Sam Lesner
Theresa Loeb-Cone
Charles McHarry
Alta Maloney
Arnold Marks
Ann Marsters
Leonard Mendlowitz
Virgil Miers
Kaspar Monahan
Hortense Morton
Aline Mosby
Bill
Mazzocco
PatO'Haire
W. A. Payne
Howard Pearson
Al Picoult
Lowell Ridelings
John Scott
Joe Schoenfeld
Fitzgerald Smith
Jimmy Starr
Al Steen
Walter Stevens
Mildred Stockard
Mary X. Sullivan
Bob Sylvester
John Vorhees
Danton Walker
Jack Warfel
Robert M.Wendlinger
Richard Williams
Hye Bossin
Ken Johnson
Ron Johnson
Gerald Pratley
Lloyd Lockhart
Clyde Gilmour
Detroit Free Press
Valley Times
Houston Post
Hollywood Reporter
St. Paul Dispatch-Pioneer
Boston American
Boston Globe
Beverly Hills Citizen
Cleveland News
New Orleans Item
San Francisco Call-Bulletin
King Features
Houston Press
San Francisco News
Cincinnati Times-Star
N.E.A.
Motion Picture Daily
The Exhibitor
Portland Oregonian
Chicago Daily News
Oakland Tribune
New York Daily News
Boston Traveler
Portland Journal
Chicago American
Pittsburgh Sun Telegraph
Dallas Times-Herald
Pittsburgh Press
San Francisco Examiner
United Press, Hollywood
Film Bulletin
New York Daily News
Dallas News
The Salt Lake Desert News
Harrison's Report
Hollywood Citizen-News
Los Angeles Times
Daily Variety
N. B.C. Monitor
Los Angeles Herald Express
Boxoffice
Detroit Times
Houston Chronicle
Boston Sunday Advertiser
New York Daily News
Seattle Post-Intelligencer
New York Daily News
Cleveland News
The Independent Film Journal
Los Angeles Mirror
Canadian FilmWeekly
Toronto Sunday Telegram
Toronto Globe-Mail
Canadian Broadcasting Corp.
Toronto Daily Star
Toronto Telegram

CELEBRATING THE
fc^
te
Starring
GLENN
FORD
VAN
HEFLIN
_
FELICIA
FARR
Screen Play by HALSTED WELLES
Based on a story by ELMORE LEONARD
Directed by DELMER DAVES
r^
Produced by DAVID HEILWEIL
-->9^
.hlights
of this tremendous junket: 1
'• Multiple Personal Appearance of Stars of Fill
and other Hollywood celebrities! • Governoi
-„,_^^_^^^^^
Reception and Dinner for Stars and Key-CI
-rihcs, Syndicated Cofumnh ,nd TV and Radio Personalities, Followed by Theatrical Presentation
Famed Central City Opera He .! • Tremendous "3:10 Festival" Launched by All Downtown Denv
Merchants, Advertised in News oers and on the Air! • "Oldtimers' Day"... Aimed to Attract Crovi

ff Half a Million! • Mammoth Stagecoach Parade of Stars and Celebrities, Culminating in Premiere!
"Denver Post" Kids Rodeo Contest, Judged by Stars of "3:10 TO YUMA!" • Champagne Supper
upper at Famed Elitch Summer-Stock Theatre, Where Leora Dana Stars!
VATCH FOR MORE

I
quipment
T^utAA ^EMtd ^^^^ Resumes Blasts at Exhibitors
Universal Backlog Licensed
For TV to Screen Gems
In move of major industry significance,
pre-1948 library of approximately 600 U-I
features goes to subsidiary of Columbia Pictures
for exclusive TV distribution rights in
domestic territory: agreement calls for Screen
Gemii to pay minimum guarantee of $20 mil-
Uon over seven-year period, and provides
for Screen Gems to receive a graduated scale
of distribution fees; pact also stipulates that
all rights other than television are retained
by Universal.
•
Two Loew's Inc. Stockholders
File Suit Against L. B. Mayer
Louis and Helen Brandt on Friday (2) instituted
proceedings in N, Y. Supreme Court
against one-time production head of LoeWs
to force repayment to company of approximately
$3 million he is alleged to have obtained
under a contract clause Qaat was "illegal
and unenforceable": this clause,
plaintiffs contend, was illegal in that it provided
that Mayer and his heii-s would receive
percentage from profits of Loew's indefinitely
as long as corporation existed.
•
Gulf States Allied Backs
Vogel in Loew's Battle
Board meeting in New Orleans, votes
unanimously to support Loew's president and
present management in fight with the TomliJison-Meyer-Mayer
group to retain control,
•
Allied Artists Steps Up
Its Production Schedule
Eight pictures will go before cameras at
the rate of two a month between August 19
and mid-November. A Bowery Boys comedy
and "Beast of Budapest" will be fii'st to roll.
•
Ad-Publicity Directors Group
Of MPAA on Jubilee Plan
New Yorkers enthusiastically endorse industry
promotional project devised by studio
committee. Jubilee troupe will visit key cities
for a month this fall; many film personalities
to participate in the toiu:.
*
MPAA Advertising Directors
Unit Elect Paul Lazarus
Columbia vice-president is unanimously
chosen to head group now busily promoting
business-building program. He succeeds Roger
Lewis of United Aitists who is praised for
his "outstanding leadership" in developing
all-industry project.
*
Feature Booking Record Set
In United Artists Week
Total of 20,856 pictures played June 30-
July 8, according to William Heiiieman, distribution
vice-president: previous record was
17,420 in first week of July 1956.
For Their
NEW YORK—Producer Mike Todd took
time out Tuesday (30i to make further comments
of his antiexhibitor
attitude and to
yive a brief account
111 a process which he
referred to as a nonrodd-AO
system. The
non-Todd-AO process
( urrently is in use in
Walter Reade'.s Paramount
Theatre in Asbury
Park. N. J., where
lus "Around the World
:n 80 Days" is playing.
Todd said he had no
name for the medium,
Mike Todd
but that it employed a 35mm print, reduced
li'om a 65mm negative and with magnetic
.sound. He added that only "minor" additional
would be needed. It is the "ulti-
Miate" of a long series of experiments, he said.
Todd let off steam on showmanship, or
the alleged lack thereof, at a lunchen for the
l)ress in the Algonquin Hotel. He said there
was a time when show business meant the
l)iesentation of the "strange and unusual."
Now. everything comes out of a mold or is
canned." He hit the lack of imagination in
today's showmanship. It's no longer a case
(if "lets go to the movies" by the public, he
Liintended, adding that now "it's a premeditated
purchase" in buying a ticket. And yet,
he asserted, little effort is made to get out
and sell.
Exhibitors, at least many with whom Todd
does business, make all sorts of excuses as to
why busine.ss is bad, blaming everything but
themselves, he said. The exhibitors' greatest
Loew's Executive Group
Headed by Geo. Killion
HOLLYWOOD—George Killion, president
of American President Lines, Ltd., was named
chairman of the ex-
ecutive committee of
Loew's, Inc., at a spe-
r^--,t^
Lack of Showmanship
cial meeting of the
i- f^
committee held Mon-
day (29 > at the MGM
j studios in Culver City,
|| ~^< Joseph R. Vogel, presi-
^Jt^ —"J^L '^6'^'' of Loew's, an-
^H ^^^^a^^ta
i^Qunced the next day.
^H l^^^^^^l
Killion has been a
^^B W ^^^^H director of the com-
^^* A^^^BH pany since December
George Killion
^^^^ and a member of
the executive committee
since March of this year. He succeeds
Ogden R. Reid, publisher of the New York
Herald Tribune, who recently resigned as a
director, recommending that a special stockholders'
meeting be called to settle basic differences
in the board of directors.
The committee also approved the borrowing
of Audrey Hepburn from Paramount to
star in "Green Mansions," being produced
from the W. H. Hudson classic. It named
Robert H. O'Brien, former financial vicepresident
of American Broadcasting-Paramount
Theatres, as financial vice-president
of Loew's.
talent, he added, was their ability to negotiate.
They are always ready to offer "fantastic"
deals, he said. Too many theatremen
believe they are running a business if they
telephone from Palm Springs or Florida and
ask the home office how business is, Todd
stated. He accused many exhibitors of being
lazy and not knowing how to exploit a "nonpopconn"
picture. He said he could take over
any theatre and increase the gross in a week.
Todd said that one exhibitor who owned a
string of theatres refused to play "Around
the World in 80 Days" on his terms. Todd
then offered to give him the picture for jus''
the cost of the print, but the exhibitor slUl
wanted better terms. Todd said the theatre
man apparently wasn't interested in giving
the public a good show and making money at
the same time.
Todd said he'd like to quit exploiting "80
Days" for the theatres and get on to his next
project, "Don Quixote," but to date he hasn't
been able to do .so. Instead, he's had to show
showmen how to be showmen. However, he
expects to get going on the Cervantes story
shortly. He has signed Fernandel, the French
actor, for the title role, but has not selected
the other players officially. He said he would
make the picture according to his own concept
of the story, based on his study not only
of the book but the life of the author as well.
A picture should be straight entertainment,
Todd said. Too many pictures have
themes which require a patron to take a
psychiatrist along to explain what's on the
screen.
The point Todd wanted to make was that
theatremen had better get down to work or
get out of the business.
Joseph H. Moskowitz
Added to NTA Board
NEW YORK—Joseph H. Moskowitz, vicepresident
of 20th Century-Fox, and Harold
Kovner, business executive, have been named
to the board of directors of the NTA Film
Network, it was reported Friday (2) by Ely A.
Landau, president. The film company has a
50 per cent interest in the network.
The number of directors has been increased
to ten. Those representing 20th-Fox have
been Spyros P. Skouras, president; Donald
Henderson, treasurer; William C. Michel,
executive vice-president, and Otto Koegel,
attorney. NTA representation has been Landau,
who is also president of National Telefilm
Associates; Oliver A. Unger, e.xecutive
vice-president; Harold Goldman, vice-president
in charge of sales, and Edythe Rein,
vice-president.
Warners to Distribute
British-Made Picture
HOLLYWOOD—United States distribution
of Associated British Picture Corp.'s "Womar
in a Dressing Gown" has been acquired by
Warner Bros., marking the first ABPC picture
WB has picked up since "The Dambusters."
"Woman in a Dressing Gown" was one of
the British films shown at a recent Berlin
Festival, where its star, Yvonne Mitchell, won
the award for "best actress."
10 BOXOFFICE August 3, 1957

% "%

THE WORD
IS OUT!
*
^X^^^M^^^y
• TWENTIETH-FOX has ju5t finished
a picture with a future-star-studded
cast of young players that were directed
by a new young director. We saw the
results and hasten to report that not
only IS the company seeking new young
faces, but they are giving them work
and opportunity Something quite rare
in this effort that usually gets big lip
service but no concrete action
lerry Wald has always advocated the
use of young talent, and when he went
to Buddy Adier with the John Mc-
Partland story, "No Down Payment,"
with the suggestion that they draw on
their list of young stock players for the
casting, he got sn enthusiastic nod.
Not only that, Wald wanted a young
director. Martin Ritt. a former actor
and stage director, and he got him.
When you see "No Down Payment"
you will see four young girls and an
equal number of boys turning in top
performances, and when the audiences
get a look at the picture not only wilt
It get their stamp of approval but
they'll be looking for the return screen
appearance of each of these players.
All of these young players have been
in one or more pictures, but only one
has been given the acting opportunities
they gel in this show You'll see )oanne
Woodward in a standout performance.
Barbara Rush. Sheree North and Patricia
Owens with proven abilities that
will move them up the ladder. Cameron
Mitchell is the only member of
this cast that has heretofore been given
such important casting; the other boys.
)eff Hunter, Tony Randall and Pat
Hingle. off of what they contributed in
this picture, will win the attention of
every producer on the lot
"No Down Pay.ment " is the type of
gambling that will pay off and th? type
that continues to make 20th-Fox the
hottest production lot in town Not
only did Wald take a chance with this
story (centered around a new housing
.development) that demanded young
actors and selected young players on
the lot for the cast assig-ments. but he
went even further with handing the
directorial assignment to Martin Rttt.
This picture and its results will win
Mr. Ritt consideration for the best that
20th makes.
The personnel used in this picture are
given added importance because the
company did not have to leave the lot
for a single contributor.
20th has another
blockbuster
in September!
a No Down
Payment
is
the type of gambling
that will
pay off and the
type that continues to
make 20th-Fox the
hottest production
lot in
town.^^
from 20th Century-Fox
and ivord travels fast.,
so call 20th today—
set your date now! ^

^^ O^t/ie7?2ction T^ictu^ /ndu4t^
THE NATIONAL FILM WEEKLY
BEN SHLYEN
Published In Nine Sectional Editions
Editor-in-Chief and Publisher
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AUGUST 3, 1957
Vol. 71 No, 15
CHANGING PATTERNS
N AN effort to stem the rising
tide of distribution costs, film companies are
considering the recommendations made bv a
firm of management consuhants as a result of a
survey of exchange operations. At the same
time, both exhibitors and distributors have been
weighing existing exhibition practices in their
probing for a revision of releasing methods in
order to increase theatre attendance.
Prior to the survey made on behalf of the
major distributors, several smaller companies
proved that they could well serve their customers
w ith a lesser number of offices than was hitherto
deemed as essential. But whether this would
work out in the instance of those firms that
handle 26 or more releases annually, is problematical.
However, it is rather widely held that
One of the more interesting facets in this
planning involves the work of film salesmen as
envisaged by a home office executive, who sees
better use made of the time and services of these
men by reducing their road travel. This could
be done, he says, by letting them work out of
centralizing of physical and clerical operations
would be feasible: that utilization of electronic
computing equipment alone would result in substantial
savings.
their homes, requiring shorter road trips, utilizing
the time thus saved in rendering services
that would be helpful to their exhibitor customers
in the promotion of pictures and in other
wavs. More frequent contacts with exhibitors
could be made, whether by telephone or in person.
As "account executives."' which the home
office man would, then, term the salesmen, they
would spend a part of their time in the branch
office, following through on matters of specific
interest to each of their accounts. As it is. many
exhibitors, particularly those in the smaller situations,
have for some time been complaining that
they are not being called on by salesmen from
some of the companies. Both the exliibitors and
the distributors lose thereby.
Aside from possible saving in the traveling
costs of salesmen, there would seem to be considerable
value in their being able to provide
exhibitors with information and ideas they
could adapt to improve their promotion efforts.
Salesmen would thus serve as adjuncts to the
field staffs of exploitation men. who, in
the main, are able to cover only a comparative
handful of situations in each territory. While
this is not a new service for film salesmen to
render—many have continuously been giving
it for years—its extension would contribute
much toward rebuilding theatre attendance. It
would work hand-in-haiid with the over-all industry
efforts planned in that direction.
As for changing releasing patterns in order to
meet the requirements of changed conditions and
thereby increase attendance, it is patent that
something needs to be done therefor. But,
whether the current "experiment" with first run
multiple openings in neighborhood houses
whether jointly with downtown runs or not—will
prove worthy of continuance, remains to be seen.
However this turns out, it is good to see a
willingness on the part of both exhibition and
distribution to test new patterns in the mutual
interest.
Checking into reports thus far received on
various key cities around the country where
the new policy has been introduced, it is noted
that, in the majority of instances, pictures of
somewhat less than top caliber are making up
the bulk of the product used in the tests. The
results have ranged from fair to very good. In
some cases—large cities, such as Chicago and Detroit
where special conditions are involved—the
policy appears to be highly successful. In Los
Angeles, where neighborhood houses and some
drive-ins long have held first run status and
where the neighborhoods are actually wellpopulated,
separate communities, the practice
has long been in vogue. Here, top-quality, not
secondary, product is used.
The promotional effort put behind these
policy changes, doubtless, plays an important
part in their first appeals to the public. The
policy does have "sell" value. And it may go
along on a more or less even pace, perhaps, until
the novelty wears off, just as was the case with
some of the recent technological developments.
Or. if the number of runs becomes too far extended,
as happened when the day-and-dating
practice in second and subsequent runs in the
big cities—initially worthwhile—became too
widespread. If the new practice is limited to the
bi'' cities, it may work out advantageously for
the neighborhood theatres in causing earlier release
of a sufficient volume of pictures to relieve
the product shortage. At the same time, it
may cause the introduction of new downtown
first run policies that would serve as an attendance
stimulus. Time will tell.
\Ji^^ /OnZuftyi^

X
DIANA DORS
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READERS OF
22 NATIONAL
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WILL FEEL THE
IMPACT OF THE
NATIONAL
MAGAZINES
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•
POTENT
PRE-SELfi
WAV!
THE
AN RKO RADIO PICTURE starring
DIANA Dors • rod STEIGERtom Tryon
BEULAH BONDI with MARIE WINDSOR
• ARTHUR FRANZ
TECHNICOLOR.
OTiiftffljs Julmlnnll LnlllllLri • dmiobs JUrlll rnKKUUU • a universal international rele

UA WARNS: UNITE TO BYPASS
OUR PICTURES. WE GO TO COURT
Availabilities Stand by
Milwaukee Exhibitors
Challenged
Is
MILWAUKEE—The threat of
exhibitors
oiicrating 40 neighborhood and drive-in
theatres to pass up any picture which is
not made available under regular established
availabilities was met by threat this
week.
1 IKST COMPANY TO REACT
United Artists was the first distributor to
react to the recent decision of the Milwaukeeans
to act in unison when pictures
fail to come through orderly channels. The
action was characterized as being "destructive
to the future of the industry and to be
illegal," and William J. Heineman, vicepre.sident
and general sales manager of UA
warned Ben Mai'cus, president of Wisconsin
Allied that "we will hold the exhibitors who
partake in any such joint action accountable
for any damages that we may suffer
thereby."
The threat and counter-threat came as a
result of a switch in sales policy for UA's
"Sweet Smell of Success." Last week, the
company asked for bids from 16 de luxe subsequent
run theatres, with the proviso that
playdates would go to theatres submitting
the top five bids.
This, the exhibitors charged, was estabUshing
a new "super availability of 21 days after
downtown." It was condemned as initiating
competitive bidding to the de luxe availabilities
and disrupting the long-established releasing
system in Milwaukee.
In a resolution, expressing these protesting
sentiments, the exhibitors reminded United
Artists of the vow made by them several weeks
ago to bypass any picture which is taken out
of the established availability pattern.
REPLY FROM HEINEMAN
Heineman shot back this reply:
"This company, as an experiment, set up
for 'Sweet Smell of Success' a new super
availability of 21 days after the close of the
first run engagement. Instead of our choosing
those exhibitors which should play on
the 21-day availability, we felt it would be
more equitable to give all theatres an opportunity
to license this picture on this run and,
therefore, advised all exhibitors that we
would accept the five top offers received. It
was our thought that this new availability,
which advanced the subrun break in Milwaukee,
would help the distribution of the
picture and, consequently, be of aid to subrun
exhibitors. It should be obvious to all that
our business only can prosper if distribution
and exhibition experiment and make changes,
and experiments can be successful only if
distribution and exhibition cooperate with
one another.
"When we experiment and change our distribution
pattern, we hope to get the full cooperation
of exhibition and not be blocked
by detrimental resolutions such as passed by
the subrun exhibitors in Milwaukee."
Kerasotes First Exhibitor
On Code Appeals Board
NEW YORK—George Kerasotes, of
Springfield, 111., chairman of the executive
committee of Theatre
Owners of
America, has become
the first person
to serve on the
appeals board of
the Production
Code Administration
other than
members of the
Motion Picture
Ass'n since the industry
established
Code machinery
its
George Kerasotes
nearly a quarter-century ago.
The MPAA office here this week announced
that a number of exhibitor leaders
and independent producers have been
invited to serve on the appeals board, as
The action of the Milwaukee exhibitors was
patterned after similar policies reported in
such cities as Baltimore, Cleveland and Columbus,
where Allied leaders have been
fighting to maintain the status quo on
the pattern pictures follow in moving from
downtown first run houses to the late, late
runs. There have been no instances, at least
publicized ones, in which exhibitors bypassed
a picture, or where distributors have taken
action on concerted action by theatremen.
19 Theatres Play Pictures
Exhibitors Vow to Bypass
BALTIMORE—The idea of bypassing a
picture if it does not go into established
availability channels is supposed to have
originated with Allied Motion Picture
Theatre Owners of Maryland, but so faino
pictures have been passed up despite
some minor difficulties which have arisen
from time to time.
In the one instance where subsequent
theatremen said they would not take a
picture because it was being withheld by
the distributor for a subsequent run at
the theatre where it originally played,
unity did not prevail. The picture was
"Giant" and it showed up at at least 19
neighborhood houses.
An Allied group headed by Meyer
Leventhal, of the Lord Baltimore Theatre,
appears to have the situation well in
hand, and when difficulties arise they
are usually adjusted in meetings with the
distributor.
a result of the organization's decision to
expand its membership. Kerasotes was
the first to accept.
Eric Johnston, MPAA president, told
Kerasotes, "All of us welcome you to the
review board, because we know that you
will add strength and stature to this important
undertaking. In serving, too, you
will assist in a constructive way in carrying
out the joint responsibility to the
public to assure decent and moral entertainment
on the screen."
George Kerasotes is the eldest son of
Gus Kerasotes, pioneer exhibitor who
opened one of the nation's first movie
theatres, the Royal in Springfield, in 1909.
Since his graduation from law school he
has been in active management of the
circuit's 22 theatres in Illinois and Missouri.
He has played a leading role in exhibitors
affairs locally and nationally.
In Baltimore, "Sweet Smell of Success" was
spotted into regular clearance channels by
United Artists, going into subsequent runs
only two days beyond the regular protection
period. No effort was made to call for
bids on a super availability policy as UA has
instituted in Milwaukee.
Harold, Walter Mirisch
Leaving Allied Artists
HOLL'YWOOD — Harold Mirisch, vicepresident,
and Walter Mirisch, executive producer,
of Allied Ai'tists, have tendered their
resignations, effective August 31, Steve
Broidy, president, announced this week. All
of their current projects will be completed
before they leave.
Commenting on their departure, the Mirisches
said: "Naturally, it is with a deep sense
of regret that we leave Allied Artists after
many years of pleasant and rewarding associations.
These not only have been productive
years, but we honestly count them among the
happiest of our professional and personal
lives. We are confident that Allied Artists
will continue to progress under the guidance
of Steve Broidy, and wish both him and the
company the best of luck and success."
Broidy expressed appreciation on behalf of
Allied Ai'tists for their contributions to the
growth and prestige of the company during
recent years.
Harold Mirisch had served on the company's
board of directors since 1952. Prior to
joining Allied Artists, he was head film buyer
for the entire RKO Theatre circuit. Walter
Mirisch joined the company as a producer,
and in 1951 was appointed to his present
post as executive producer.
BOXOFFICE August 3, 1957 11

6-MONTH DRIVE-IN INVESTMENT: $11631,250
62 Theatres Opened or Started Jan. 1 to June 30; Pace Is Leveling Off
By PHIL HANNUM
KANSAS CITY—Builders of drive-in tlieatres
are investing an estimated $11,631,250 in
62 projects announced or actually placed
under construction in the first six months of
this year. The new drive-ins will have a combined
capacity of 44.358 cais.
These construction estimates, representing
the lowest figures reported in a BOXOFFICE
six-month drive-in survey in recent years,
indicates that the building of outdoor theatres
is leveling off, as a saturation point
apparently is being approached in most municipal
areas and larger towns.
47 OPEN OR UNDER WAY
Forty-seven of the new projects were either
under construction or had been completed
shortly before the close of the survey period.
This group had a combined car capacity of
32.358 and were costing an estimated $8,378,-
750. Fifteen other projects announced in the
six-month survey period were still in the
blueprint stage July 1. but were scheduled
for 1957 construction. Building costs for this
group are expected to be close to $3,252,500.
Combined capacity of these 15 projected theatres
will be 12.000 cars.
Construction activity during the first six
months of 1957 also included the completion
of two million-dollar drive-ins and 16 other
units which had been tabulated as projects
under construction on previous BOXOFFICE
drive-in surveys. Total value of these 18 completed
drive-ins is estimated at $5,704,500.
Their combined capacity is 17,160 cars.
One of the million-dollar units is the Route
27 Drive-In, Babylon, N. Y., equipped with a
1.300-seat indoor theatre to complement the
2,000-car capacity and provide year-around.
all-weather operation. The second milliondollar
airer completed within the survey
period was the Tacony-Palmyra Bridge Drive-
In, a 2,000-car unit at Palmyra, N. J. Also
opening in the period was the mammoth Suffolk
Dow'ns Drive-In, East Boston, equipped
with sound facilities for 1,800 cars.
Giants among the 62 new airers are the
Viking Twin, Corpus Christi, Tex., 2,000 cars;
Bel-Aire, Pittsburgh, 1,600 cars; a 1,600-car
drive-in for Cabart Theatres Corp., Los Angeles;
the $500,000 Bristol, Pa., drive-in for
1,500 cars; Circle Drive-In, Richmond, Va.,
1,200 cars, and two 1,100-car drive-ins. one
at Chelmsford, the other at Foxboro, both
in Massachusetts.
TREND TO SMALLER PROJECTS
Although investments in these super-airers
represent a large percentage of the construction
costs for the survey period, a trend
toward building smaller drive-ins was indicated.
Fifty of the new 62 drive-ins will have
a capacity of less than 1,000 cars. The breakdown
reveals that 15 of the new airers will
have a capacity of 100-500 cars; 17 will be
in the 500-750 car class; 18, in the 750-1.000
car group.
Eastern states led the field in number of
projects, beginning or completing 17 of the
new airers. The Far West was represented by
nine new drive-ins. while New England, the
Middle East and North Central sections each
announced or was at work on seven units.
The year brought the "All-Weather"
Drive-In Theatre at Babylon, N. Y., where
there is a 2,000-car ramp area and a 1,300
seat indoor theatre. It is the first of its
kind in the country. Shown here is
Johnny All-Weather, the gallivanting
aide-de-camp to the manager and general
merrymaker for patrons, who is ready
to lend a helping hand wherever needed
at the theatre.
Central states built six new airers in the
survey period; the Southwest, five, and the
Southeast, four.
Following is a state-by-state tabulation of
drive-in construction activity reported in
Jan-
BOXOFFICE during the survey period,
uary 1-JuIy 1. 1957. Unstarred entries represent
drive-ins not previously reported in a
BOXOFFTCE construction survey, being units
that were actually under construction or completed
in the first six months of this year.
* Denotes a drive-in completed in current
survey period but included in a previous construction
report as a "project under construction."
'Denotes a drive-in for which only an
announcement of construction plans has
been announced in BOXOFFICE.
Yuma— 1,000-car drive-in, Wayne Arnold ond Marvin
Bell"
CALIFORNIA
Arcoto— Maribel, 600 cars, Manbel Theatres'
Big Beor—Loke, 400 cars, Jim Boyd*
Lakeport— 300-car drive-in tor Bob Reese**
Long Beoch— 1,600 cars, Cobort Theatres Corp,"*
Los Angeles— Peter Pan, 300 cars. Earl Strebe
Mojav— Dnve-in projected by A. J. O'Keefe and associates**
San Diego—Frontier, Sero Amusement Enterprises*
Santa Fe Springs—
1
,500-car dnve-in plonned**
Saugus—Corral, Mr. and Mrs. Henry Ostrum
COLORADO
rand Junction— >nument View, 350 can
Earnest Carlucci A. B. Moore
oonia— 288-car d ve-in, Tom Poulos
Guy and
CONNECTICUT
Norwich—Norwich, 700 cars, completed by Ray Stone
FLORIDA
Doytona Beach—Ormond Beach, planned for Highway
AIA, south of Riversbreeze boulevard**
Key West— Riviera, 1,000 cars and 500 seats, Riviera
Drive-ln Corp.*
Palatka— Lindatu, 300 cars, Mrs. Adaline H. Gowthrop*
GEORGIA
Indoor-Outdoor, Jefferson—Malay 300 cars, Mr. and
Mrs. Ben Maloy
ILLINOIS
Lawrenceville—Midway, 300 cars. Prisma Amusement
Co.-
INDIANA
Hamilton— Riverview, 600 cars, W. A. Froley sr,, Dick
Logsdon
Spencer— 400-500 cars, Charles E, and Charles P.
Records
KANSAS
Elkhort- Tuscan, 300-400 cars, A. D. Smith
Richmond— Dnve-in
KENTUCKY
for Moe, Rita and Joseph Bellante
Bridgfon— Bridgton,
MAINE
Russell Martin, owner
MARYLAND
Baltimore— Heirs of the late John J. Carlin will build
drive-in site of Carlin on Amusement Park, unless
city wants spot for civic center" *
MASSACHUSETTS
Abington— Daniel Murphy jr., opposite Weymouth Air
Base"
Chelmsford— Chelmsford, 1,100 cars, Solomon Bros.,
Lowell
East Boston—Suffolk Downs, 1,800 cars. Northeast
Dnve-ln Theatres Corp.*
Foxboro— 1 100-car drive-in for Ernest Worren*"
Pittsfield— Pittstield, 900 cars, Sylvan Letts*
Wellfleet— 650-car drive-in for o group of Massochusetts
institute of Technology instructors
MICHIGAN
Detroit— Ploinfield, 800 cars, John D. Loeks
MINNESOTA
Coon Creek— 1,000-Car drive-in for Leo Avid*
Pine City—drive-in recently opened
Stillwater—drive-in constructed across the river from
this town, theatre actually being m Wisconsin
Walker— 300-car drive-in, opened June 14
MISSOURI
Rolla— 550-car drive-in planned by R. E. Carney sr.
and R. E. Carney jr.**
Ste. Genevieve—300 cars planned for site on Highway
61, north of town, F. Vol Mercier, L. A. "Bud"
Mercier**
Thayer— drive-in built in this vicinity, but across line
in Arkansas, by Mrs. John A. Beck, operator of the
Berk,
Thayer
MONTANA
Chinook—Red Rock, 200 cars, opened late in spring
Laurel— Laurel, Paul Corey**
NEW JERSEY
Palmyra—Tocony-Palmyra Bridge, 2,000 cars, Northeast
Dnve-ln Theatres Corp.*
Somers Point—$300,000 dnve-in proiected by Samuel
Shopiro**
Woodbury— 750-800 cars, M. R. Zio
NEW YORK
Babylon—Route 27, 2,000 cars and 1,300 indoor
seats, Associated Prudential Theatres*
Ballston Spa—Super 50, 1,000 cars, Joe Worren*
Bethlehem—400 cars, Morris Klein and associates
Brunswick— 300-car drive-in planned by Bernard J.
Carroll**
Ithaca— drive-in for Mayor Jim Ryon
Liverpool—Lokeshore, opened April 24 by Sam Slot-
Ne lick Scotland—Mayfa 700 cars, Robert C. Conan
built as one-man project.
Westerlo— 100-car drive
Bill Furman
NORTH CAROLINA
Denton— 109 Dnve-ln, opened in June by Mr, and
Mrs. E. B, Morris
NORTH DAKOTA
Wohpeton— Valley, opened late in June after being
delayed by adverse weather
OHIO
Cincinnati— large drive-in under construction for
Levin Bros, in North Ridge
Columbus—Airport, 1,000 cars and 400 indoor seats,
Frank Yassenoff*
Dayton— Dixie, 1,200 cars, Som Levin*
Dayton— Southwind, 1,500 cars, a $350,000
m planned by Sam, Allen and Louis Levin**
Hillsboro—Twi-Lite, built by Noel Brinker and
drive-
William
Hitchcock
Russell's Point—Midway Auto Theatre, 780 cars, Louis
Wetzel
Springfield— South Pork, a $200,000 project for
Chakeres Theatres
West Richfield—$250,000 deluxer, plonned as part
of recreational orea that will include o swimming
pool, baseball diamonds, picnic area and juvenile
playgrounds by James J. Barton**
OKLAHOMA
Okemoh— 250-car unit for Mrs. George Kelly, Henryetta
PENNSYLVANIA
Bristol— Borough property leased to Erica Corp. of
Philadelphia as site for o $500,000 dnve-in**
(Continued on page 18
12
BOXOFFICE August 3, 1957

^J^amnijr
U
"Tammy"
a smash
is
song hit!
Cmbing higher
od higher each
week on
)\ the nation's
^Hit Parades.

MORE ON MULTIPLE FIRST
RUNS
NEIGHBORHOOD 1ST RUN DATES
SATISFACTORY POLICY FOR OHIO
Practice Justified, Says
Allied Leader, Because
Of Product Shortage
By FRED OESTREICHER
COLUMBUS—Booking of mass day-anddate
fiist runs into neighborhood and suburban
theatres is a succesful policy in the
Ohio territory, and the practice by Allied
members is justified because of the unavailability
of sufficient sub run product for both
neighborhoods and drive-ins. So reports Robert
Wile, executive director of Independent
Theatre Owners of Ohio.
OPPOSED IN THE PAST
Allied in the past has been opposed to any
breakdown in the orderly channeling of motion
pictures, but the combination of a shortage
product and the clogged downtown situation
where long-run pictures are tieing up
theatres which normally send a picture on
way in a week or two has changed traditional
its
practices.
However, Wile sees an easing of the production
problem within the next few months.
He estimates there will be about 100 more
features available next season than during
the past year.
Columbus, Dayton. Cincinnati. Cleveland
and Toledo neighborhoods have been particularly
active in booking first runs. These
bookings, generally, have been profitable, exhibitors
report, even though rentals go up and
ad budgets are increased. Distributors have
been splitting the advertising 50/50 with the
exhibitors in almost every instance.
While grosses have been good, they have
not been "astounding" as some trade reports
have characterized them. An exception was
the booking of a horror double bill topped by
"Monster From Green Hell." With the help
of a saturation radio and TV campaign which
emphasized shock value, boxoffice results
were considerably above normal first runs.
As for admissions, exhibitors almost always
hold to the normal scale. Most suburban theatres
charge 65 cents for adults and 25 cents
for children. The drive-in admission also is
65 cents but children are admitted free. This
is not too much above the downtown first
runs which have a 60-cent matinee and 75-
cent evening scale, with an occasional blockbuster
sending the admissions to 90 cents.
CLEARANCE IS OBSERVED
On the matter of clearance, the neighborhood
first runs are viewed as any other first
run date. They get the usual 30-day clearance
over the subkey houses. Playing late as
a regular practice, the subkey exhibitors apparently
aren't concerned whether the picture
they book has just played first run at a
downtown house, a neighborhood theatre or
a drive-in. They figure they have their own
regular audiences who are not in the least
concerned with any shifts in the order
through which the picture reaches them.
FOUR-CITY ROUNDUP
No Problem in
Montana Cities;
There Are No Outlying Houses
HELENA, MONT.—Multiple first runs in
neighborhood theatres are of academic interest
only to exhibitors in Montana. They are
virtually no neighborhood theatres. The traditional
setup is a town theatre and a drivein
as competition. The drive-ins are usually
located just short of the city limits, or just
outside the boundary. This is really out in
the country for Montanans, although it would
be suburban to big-city residents.
A typical exhibitor comment is: "It would
be suicide for downtown or drive-in theatres
to day-and-date, as downtown theatres
are fighting for their existence, especially in
the summer when the drive-ins are open. If
one picture stayed too long anywhere or at
too many theatres, there would be no business
for any of them. Multiple first runs
were tried in Butte, but the theatres there
are now closed. Of course, no one can blame
this practice for that situation, as Butte itself
is down to one working mine and the
entire town feels the strain."
MIAMI—Most exhibitors here think amusement
pages look too much like the John
Smith page in the telephone directory as it
is, without getting even more theatres to
play day-and-date. Multiple-dating of first
runs in neighborhoods is not practiced here,
and theatremen believe it would mean lost
patronage if prospective patrons looked in
the paper and saw the same movie spotted
in almost every situation. It is also believed
that the prestige of pictures would lessen if
they played theatres generally identified as
second and third runs.
BALTIMORE—In this sixth lai'gest city in
the U. S., there has been virtually no attempt
made to send first runs into the outlying
theatres on a multiple-booking basis. On a
few of the lesser pictvu-es. from eight to 12
outlying theatres have joined in a day-anddate
deal, but in none of the instances was
there day-and-dating with a downtown
house. On these occasions, exhibitors elected
to stay with their regular schedule of prices,
but the product booked as a rule scarcely
merited an increase.
DENVER—The practice of using neighborhoods
or drive-ins for first run films has
and is being tried here. So far the plan has
been used only on films of double bill caliber,
and that is likely to continue to set the pattern.
Allied Artists has worked the plan with one
drive-in and four conventional neighborhoods
working together, with the drive-in
in the main being the only theatre that would
hold the films a week.
Others selling films to multiple run driveins
are United Artists. Universal and Rank
Film Distributors of America. Reports say
that with some of the films at least, the distributor
has gotten into the 50 per cent
bracket, whereas using the film downtown
first run the pay would be considerably less.
The plan of first runs at drive-ins could
not possibly have much effect on the downtown
first run business here. Most drive-ins
feel they have a rather steady clientele, who
go to drive-ins for various reasons, such as
obviating the need of baby sitters. Many
families go to drive-ins regularly, some going
for their evening meal when there is a
change of film.
Indianapolis Subruns Prefer Downtown Run Prestige
By ANN CRAFT
INDIANAPOLIS—This is not a multiple-
day-and-
run town, and there has been little
date playing. On the whole, subsequent run
exhibitors don't want it, as they believe a
downtown first run date adds prestige to a
picture and first run advertising and promotion
helps sell the later run dates.
One distributor is reported to be trying to
set up the multiple-run policy, tieing in four
drive-ins or two subruns, but no one is buying
yet. A similar effort was made last fall,
but the deal failed to jell because distributors
and exhibitors failed to agree on the advertising
split, playing time and the quality of
the product being offered.
The key neighborhoods here would like to
take a crack at multiple dating for good
product, the kind which is now getting into
downtown theatres— but, as can be expected,
the downtown group isn't enthused about the
idea. As it stands, the better drive-ins have
the best chance of getting day-and-date first
run bookings, and Columbia already has taken
the initiative in getting first runs into Cantor
Amusement's Shadeland and Lafayette
Road drive-ins. Playing at these outdoor
houses this week was "Beyond Mombasa"
and "Tall T" at upped admissions, with prices
going from 65 cents to 85 cents.
While there is no official discussion of the
matter, some of the distributors are preferring
the drive-ins for first run on certain
types of product to the downtown date. And
this thinking may be setting a new pattern
of releases in the community.
14
BOXOFFICE August 3, 1957

Say Outlying First Runs
Don't Playoff too Soon
Columbus — Neighborhood and suburban
theatre owners here don't think multiple
booking of first run pictures in outlying
houses sends features in and out
of town too fast, and before they can
gain the full boxoffice potential.
Although a feature which can get a
week or two at a downtown house is generally
held only from three to five days
at a suburban theatre in the summer
drive-in season and possibly for a week
in spring and fall, exhibitors still feel
that the greater capacity of the multiple
run playdates helps equalize the playing
time situation.
First Runs Stay Downtown
In Minneapolis Pattern
Bv LES REES
MINNEAPOLIS—There has been no spotting
of important pictures into neighborhood
houses here for their first runs or day-anddating
of them uptown and downtown and
it's a virtual certainty, according to local industry
leaders, that such a development never
will come to pass.
The only pictures going into the neighborhood
houses for their fh'st runs are those that
the Loop houses pass up.
This entire matter was threshed out a year
ago when the Volk Bros, in their anti-trust
conspiracy suit against major distributors
and the big circuits sought an earlier run
for their Terrace, the leading and biggest
grossing neighborhood theatre here.
The federal court upheld the distributors'
contention that the film companies w'ould
suffer large financial damage if their pictures
weren't played downtown first and if
the clearance pattern applecart, providing a
minimum 28-day protection for the Loop first
run theatres, was upset.
In his decision Judge G. H. Nordbye agreed
with the distributors that the city's physical
layout, with the downtown located in the
center of the town, called for the clearance
system now in vogue and pictures running
downtown first.
Generally, it was agreed by the court that
grossing potential for the downtown houses
was much greater than the uptown theatres,
the transients, daily matinees and the various
attractions other than movies boasted
by the Loop and attracting people from all
parts of the city to it offset to a considerable
degree the fact that shopping centers are
springing up on the city's outskii'ts.
One of the things for which the Volks asked
and were denied was a day-and-date run for
the Terrace with downtown moveover houses
even though the Terrace frequently outgrosses
the latter and contributes higher film
rental.
While two downtown houses here are tied
up indefinitely with Cinerama and "Around
the World in 80 Days" and likely always will
be devoted to long runs of roadshows, there
still are a total of seven other Loop first run
houses. EX-en though long runs are becoming
more numerous and extended, there's no
dearth of theatres to provide a speedy dating
of product in the light of the amount of
present or impending Hollywood production,
it's pointed out.
The Story in
Cleveland
Pictures Going First Run
Are 'Neighborhood Type
By ELSIE LOEB
CLEVELAND—In spite of a growing tendency
to play some pictures on a multiple
run in the neighborhoods without first playing
them downtown, there is no fundamental
change in the general clearance picture in
this area.
In evaluating the first run multiple showing
in neighborhood houses, several things
must be noted. In the first place, the downtown
first run theatres in Cleveland have
never participated in a multiple first run engagement.
In the second place, the pictures
thus handled have generally been of a type
that have greater appeal to neighborhood
audiences. This is not always the case. Sometimes
a distributor prefers to get his pictures
on the screens in the neighborhoods rather
than wait indefinitely for a downtown opening
date.
ALLIED ARTISTS THE PIONEER
Allied Artists pioneered in this policy, starting
it back in 1954 with "Highway Dragnet"
and "Dragonfly Squadron." Since then it has
released two or three combinations a year.
The latest was "The Oklahoman" and "Destination
60.000."
A multiple run in Cleveland usually includes
about ten theatres, scattered in various
sections of the city. They are presented not
oftener than once a month, and usually with
three-month intervals.
Most popular of the multiple run programs
are the horror pictures. A week ago Sunday,
the hottest day of the summer with the thermometer
registering 94 degrees. 11 indoor
theatres reported excellent business, way
above average with DCA's "Monster from
Green Hell" dualled with "Half Human."
Columbia has also had successful results playing
first multiple neighborhood runs, and so
has Imperial Pictures. Columbia is the only
major to have participated in this policy. The
others have maintained the established policy
of playing a downtown first run, with the
usual protection of 14 days for first sub runs,
21 days for first neighborhood runs, 35 days
and 42 days for late run houses.
• Results of the multiple booking policy
vary with the boxoffice strength of the program.
• Downtown theatres are not at all affected
by the multiple neighborhood runs, but the
participating theatres generally increase their
boxoffice take.
• Multiple bookings generally pay off for
participating theatres even though the overhead
is increased.
SCALES REMAIN SAME
When admission prices were lower than
they are today, exhibitors boosted prices
slightly for a first run picture, but since the
neighborhoods raised prices about a year ago
to a 65-70-75-cent scale, depending upon the
neighborhood, they no longer advance prices
when they join in a multiple first run showing.
Children's prices also remain static at
the prevailing scale of either 20 cents or 25
cents.
Neighborhood admission scales are lower
than downtown scales, their top being 75
cents, while the downtown top is 90 cents.
However, the downtown houses advance theirscale
for the big pictures like "Giant," "King
and I" etc. to $1.25 and $1.50.
The multiple run policy, industry members
say. does not affect the subruns that follow.
There is no specified clearance schedule in
these circumstances. The pictures released
via the multiple run policy become available
to the following subruns at the discretion
of the individual distributor.
All exhibitors here agree that the distributors
share generously in the extra multiple
advertising costs. "And in some instances,"
says an exhibitor, "the distributors spend
additional money without requiring exhibitor
participation, for radio and TV announcements."
Is there a special reason for the growth of
multiple neighborhood first runs in Cleveland?
The answer is definitely "yes." Two
downtown former first run outlets have reduced
the possibilities of getting a downtown
run.
LONG-RUN PICTURES
The Ohio opened November 1956 with "The
Ten Commandments" on a reserved-seat
policy, and after playing 29 week.s made way
for Todd-AO and "Around the World in 80
Days." The Palace went out of general picture
circulation also in November 1956 with
"This Is Cinerama" and is currently showing
"Cinerama Holiday" with more Cinerama
attractions to follow. Extended runs in the
remaining downtown houses further complicated
the availability situation for the
neighborhood houses. With nothing to come
off the main stem they -had to seek pictures
through a new outlet. Multiple first runs
proved to be the answer.
Participating exhibitors are happy over the
multiple run situation. Not only does it relieve
them of playing repeat programs because
of product shortage, but it also gives
them an opportunity to display some showmanship
in selling something special. Nonparticipating
exhibitors are correspondingly
unhappy, especially when the multiple run
engagement has been profitable.
There are no exhibitor complaints on the
ground that multiple runs send pictures into
and out of town too fast on the theory that
this policy may limit the boxoffice potential.
As one exhibitor put it. "there aren't so many
people going to the theatre today that multiple
runs can in any way affect a picture's
potential. The policy really benefits the exhibitors
that follow because they get a better
break on availabilities."
Evans Starts "Faces' Tour
NEW YORK—Robert J. Evans, who appears
in "Man of a Thousand Faces," began
a tour of key cities Wednesday (31) in behalf
of the Universal-International film. His first
visit was to Cincinnati.
BOXOFFICE August 3, 1957
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Jackter Plans Campaign
For Top Columbia Films
NEW YORK—A "Fabulous Five" campaign
for Columbia showcase product was announced
by Rube Jackter. general sales manager,
Friday (26 1 as a three-day meeting of
home office sales executives and division
managers came to an end.
Jackter said that never before has a single
tompany "delivered five motion pictures of
such magnitude within .so short a time." The
pictures, to be released from now through
the end of the year, are "Jeanne Eagels. " "3:10
to Yuma." "Operation Mad Ball," "The
Bridge on the River Kwai" and "Pal Joey."
He told the sales meeting at the Savoy
Plaza Hotel that the spotlighting of the
"Fribulous Five" would not only add to their
boxoffice value but would benefit the remainder
of the Columbia product and the
product of the rest of the industry as well.
"These five films are our showcase product,"
Jackter said. "These are the ones we are
putting in the window to bring them in off
the street, the same way a store on Fifth
Ave. or Main St. uses its most attractive and
unusual goods as attention-getters for all the
merchandise."
"Jeanne Eagels" stars Kim Novak and Jeff
Chandler, with Agnes Moorehead costarred.
"3:10 to Yuma." suspense drama, stars Glenn
Ford. Van Heflin and Felicia Farr. "Operation
Mad Ball," a comedy about soldiers
and army nurses, stars Jack Lemmon, Ernie
Kovacs, Kathryn Grant. Arthur O'Connell
and Mickey Rooney. "The Bridge on the
River Kwai" stars William Holden. Alec
Guinness and Jack Hawkins in an incident
of World War II. "Pal Joey." film version
of the Broadway musical play, stars Rita
Kayworth, Frank Sinatra and Kim Novak
and features the music of Richard Rodgers
and Lorenz Hart.
Harriet Parsons Enters
TV Film Production
HOLLYWOOD — Motion picture producer
Harriet Parsons has announced her entrance
into independent television production with
"D.L.O.." a half-hour anthology series about
the United States Postoffice. based on her
own format.
Miss Parsons, contracturally committed to
produce the 20th Century-Fox series, "How
to Marry a Millionaire," asked for a release
from the TCF-TV deal to proceed with her
own plans on "D.O.L." The release was
granted with the understanding that she will
act as consultant on the "Millionaire" series
in the event it is sold.
Florida Studio
Purchases
Three Van Cort Stories
WINTER PARK, FLA.—Shamrock Studios
has bought three stories by Van Cort, action
fiction writer, for early production, acquiring
both screen and television rights to them.
Two of them have been published — "Third
Barrier" appeared in Collier's and "Blood
Money" was published in Argosy Magazine
and later chosen for Luke Short's anthology
of western novels. The third story is another
western, "A Gun Is Not All."
A. Montague (left), Columbia's vicepresident
in charge of distribution, presents
Rube Jackter, his successor as general
sales manager, to the company's division
managers at the New York sales
conference.
Tele-Movies Equipment
In Place at Bartlesville
BARTLESVILLE, OKLA, — The complete
Telemovies equipment for Video Independent
Theatres has arrived here from the
Pleasantville, N. Y.. plant of General Precision
Laboratory. J. W. Servies, vice-president
of National Theatre Supply Co., has announced.
It was shipped in a moving van
with padding to protect the four 35mm PA200
telecast projectors and related camera equipment.
Preliminary power supply wiring had
already been completed in the floor trenches
of the new Video studio, so that the equipment
was quickly put in place. Wiring was
begun by six sound technicians under the direction
of GPL field engineers.
Odeon Theatres Organizes
Its Own Golden Age Club
TORONTO — Odeon Theatres of Canada
has organized a Golden Age Club for senior
citizens which will entitle those receiving
government old age pensions to reduced
motion picture admission prices. The reduced
prices will apply at matinee or evenings
shows at any Odeon theatre Monday
through Thursday.
The Golden Age Club has already been in
existence about three months in British Columbia
and has met with considerable success.
To Direct Faulkner Story
HOLLYWOOD—Martin Ritt has been assigned
to direct "The Long Hot Summer."
by William Faulkner, which Jerry Wald Productions
will make for 20th-Fox. Ritt previously
had been set for Wald's other Faulkner
novel, "The Sound and the Fury," but this
has been moved back to permit a planned
summer start on "Summer,"
N. Y. Thealres May Ge!
Cily Tickel Tax Relief
NEW YORK—Motion picture theatres here
are on the verge of getting local admission
tax relief. Councilman Maurice J. McCarthy
jr.. Bronx Democrat and chairman of the
finance committee, Tuesday (30i introduced
a bill that would remove the city's five per
cent amusement tax on motion picture admissions
up to 90 cents. On higher admissions,
the first 90 cents would be tax-exempt.
The bill went to the finance committee.
The present exemption on all amusement
admissions is ten cents. Other amusements
would not be affected by the new legislation.
A committee headed by Francis W. H.
Adams, former police commissioner, had reported
to Mayor Wagner in April that the
motion picture industry here "is sick." The
blame was put on television, population shifts
and other factors.
Tlie city is expected to lose about $4,000,000
through the new legislation. The five per
cent tax on all amusements has been netting
the city about $10,800,000 annually.
Passage of the bill is considered certain
since it is backed by the city administration.
Most of the neighborhood houses would be
freed from the tax. but not the Broadway
and first run houses. Tlie theatres benefitting
from tax elimination are expected to
retain the saving instead of passing it on to
the public.
Merril White to Direct
HOLLYWOOD—Film editor Merril White
will make his debut as a director on "Ghost
Diver," for Regal Films which is set to ro'.l
August 14 for 20th Century-Fox release.
Meanwhile, Gene Fowler jr. has been set
by Regal Films to direct a western tentatively
titled "Cubit to His Stature," which will be a
Robert Lippert production.
Drive-ln Report
(Continued from page 12
Meyersdole— Pine, 400 cars, Burnett Bros., opened in
May
Osage— Blue Horizon, opened in spring by John and
Mary De Angelis
Philadelphia— Site at 80th and Tinicum avenue
reported to be favored by Claude Schlanger and
associates for building a drive-in**
Pittsburgh—Marco Ranalli building a new drive-in of
rear of former Ronaili's Drive-ln on Route 8; land
of former dnve-in to be part of a huge shopping
center project
Pittsburgh— Bel-Aire, 1,600 cars, Tony Morocco and
son, Martin, owners
Wompum—Super 18, 400 cars, John Fontonella and
L. Joseph Guzzetti
RHODE ISLAND
Cranston— Shipyard, large drive-in for the Rifkin
circuit
TEXAS
Athens— Trail, for Cliff Turner jr. and B. L. Hagle
Corpus Christi— Viking Twin, 2,000 cars, opened recently
with Ed Farn^er as manager
El Paso—Ascarte, 700 cars, John Flache, owner*
Houston— Eagle, opened around January 1 by Lin
Harrington Enterprises
San Benito—drive-in projected by Mrs. Esther Ruenes,
Mrs. Phil Brady ond Ed Brady for showing Lotin-
American films**
Victoria— Lone Tree, 1,000 cars, Frels Theatres*
VERMONT
Burlington— Burlington, 560 cars, Mr, and Mrs. Ulderic
Barrett, owners and operators
WISCONSIN
Houlton—600-car drive-in built on ten acres formerly
port of the Lazy L ranch, north of town on Highway
3-5, by R. J. O'Neil Invesment Co.
1
18
BOXOFFICE August 3, 1957

NT's New Thealre Bid
Turned Down By Court
NEW YORK—For the time being, at
least,
National Theatres has been delayed in building
one of its much-heralded theatres of the
future.
Judge Edward L. Palmieri of federal court
here Friday i26i turned down an application
of the major theatre circuit for permission
to construct a new theatre at Garden
Grove, Calif. He held that National Theatres
had not sustained its position that the
theatre would not unduly restrain competition.
National Theatres, one-time subsidiary of
20th Century-Fox. cannot acquire or build
new theatre properties without court consent
under provisions of the antitrust decree. This
is the first instance in which the courts have
refused to grant permission to a former affiliate
to acquire a new theatre. Judge Palmieri.
himself, several months ago gave Loew's
Inc. permission to buy a theatre at Miami
Beach. Fla.
The NT argument to the court was that
TV and drive-ins were creating serious competition
and the theatre, with its parking facilities,
would help meet that competition.
Opposing the petition was Cecil Vinicoff
of the California Amusement Co.. which is
constructing a theatre two and one-half miles
from the proposed NT site. He argued that
it would be impossible for him to compete
with National Theatres which would have
an "economic advantage."
20th-Fox Will Release
'Abominable Snowman'
HOLLYWOOD — "The Abominable Snowman
of the Himalayas." a high-budget picture
made by James Carreras' Exclusive Films
of London, has been acquii'ed by 20th Century-Fox
for worldwide release, with the exception
of the United Kingdom and Japan.
The deal was set with Robert L. Lippert,
William Pizor and Carreras, who were associated
in the Cinemascope production, and
the Westwood studio is planning a reported
$500,000 advertising campaign for the film
which stars Peter Cushing, recently seen in
"The Curse of Frankenstein."
The Reade Circuit Offers
'Fast Change' Service
New York — Walter Reade Theatres,
which operates outside of as well as within
the theatrical field, has come up with a
new public relations gimmick— "small
change rooms." They are to be found in
the four Garden State Parkway restaurants
the Keade concessions division runs,
and they have nothing to do with coin
of the realm.
The rooms are for infants and their
mothers. They have been decorated with
baby pictures, toys and furniture. Within
them the harassed mother will find
free baby powder, cleansing oil and disposable
diapers through tieups with firms
manufacturing the articles. In a moment
the deed is done and mother and child
can return to the restaurant proper at
peace with the world.
Rank U.S. Organization
Reports Swift Progress
NEW YORK—Rank Film Distributors of
America has already been in the black during
certain weeks although it did not begin
screening its British pictures for American
exhibitors until the end of April, Kenneth
Hargreaves, president, told a press conference
Tuesday (30i.
He estimated that to show a steady profit
the company must gross $5,000,000 annually,
of which $2,000,000 will be returned to the
producers. However, he said that since the
company is wholly owned by the Rank Organization,
the matter of profit is of secondai'y
importance.
SOUGHT BY U. S. PKODUCERS
Hargreaves also revealed that a number of
independent American producers had approached
him on the subject of distribution
of their pictures, but said the company is not
now equipped to handle other than current
product. It might be in the future, he added.
Hargreaves said that only one or two outstanding
hits will be necessary for the company
to show a profit at the end of Its first
fiscal year June 29. 1958. He believed that
one of them could be "Pursuit of the Graf
Spee." He regretted that "Reach for the
Sky," while booked by exhibitors and pleasing
the public, has not proved the huge
success it was in England. If it had been,
he said, the company could be well into the
black.
The reason for resort to multiple runs of
combination programs, Hargreaves said, was
that the company began releasing at a period
of time w^ien it had to "buck" bookings already
made by first run exhibitors. He called
the results more than satisfactory since the
company was gaining a considerable amount
of revenue and other than first :-un exhibitors
were getting needed product.
Fourteen pictures have been definitely
scheduled for release before the end of the
year, but others will be coming along. "Henry
V" will be revised into a widescreen version
through Superscope and the hope is to roadshow
it before Chi-istmas. Release before
the end of the year is also expected for an
English version of an Italian film now titled
"Souvenir of Italy." It presents three girl
hitchhikers and Vittorio de Sica and is in
Technirama. There will also be a film of the
Bolshoi ballet which will i-equlre special sales
treatment, and two action films. "Across the
Bridge," starring Rod Steiger, and "Hell
Drivers."
HIGH ON 'THIRD KEY'
Hargreaves predicted a successful playoff
for "The Third Key" on the basis of its ran
at the Sutton Theatre here and its playdates
in Washington. D. C. San Francisco and Dallas.
He said he had received no complaints
about British dialog in his films, but had been
checking dialog for about eight months in
British preproduction scripts. In some instances
new sound tracks had been made, he
said. He also found the American public
more than willing to accept two British films
on the same program.
He repeated a reason given previously for
not becoming a member company of the Mo-
Kenneth Hargreaves. president of the
Rank Film Distributors of America,
(right) gives Anthony Steel, star of
"Checkpoint" a rundown on playdates in
the U. S. Looking on is Geoffrey Martin,
RFDA advertising-publicity director.
tion Picture Ass'n of America. It was that
there would be "little advantage" to membership
because much of the money contributed
by member companies is spent abroad. He
said there are no present plans to sell to
television.
Irving Sochin, general sales manager,
praised the field forces. There are now eight
regional and three branch offices outside of
New York. Sochin said they are confident of
the success of the company, having learned
that American exhibitors will book British
pictures and that American audiences accept
them. Both Hargreaves and Sochin praised
the cooperation of the tradepress.
Wormser and Birnbaum
Promoted by Columbia
NEW YORK—Mortimer Wormser has been
elected a vice-president of Columbia Pictures
and Bernard Birnbaum has been elected assistant
treasurer by the board of directors.
The new appointments followed the advancements
of six other executives in the home
office.
Wormser has been with Columbia since 1929
and was controller before being named assistant
treasurer in 1943.
Birnbaum joined the company's accounting
department in 1930. He was appointed
assistant controller in 1945 and elected an assistant
secretary in 1954.
Correction
In the biographical sketch outlining the
career of Robert S. Benjamin, chairman of
the board of United Artists, in BOXOFFICE,
issue of July 27, it was erroneously reported
that United World Pictures, with which
Benjamin was associated in 1945, was dissolved.
On the contrary, United World still
is in business as a subsidiary of Universal
Pictures and, according to Alfred E. Daff,
executive vice-president of Universal, "is a
very healthy, profitable company still expanding."
BOXOFFICE August 3, 1957
19

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Booker's Plea: Take Us
Out of the Bull
Pen
The Men Who Make the Deals Long for Chance
To Operate in
NEW YORK- Now that thp major companies
have subjected biaiicli office operations
to the searching analysis of the experts,
some industry executives are evincing
additional ideas for improving distribution
efficiency. One reader of "Film Salesmen
as Account Executives" in the July 13
issue of BOXOFFICE commented this week
that some updating in the handling of branch
office business within the offices themselves
might be in order. He was particularly concerned
with the status of the booker.
•REALLY
AN EXECUTIVE'
"Take a look at the booker in almost any
big film exchange," the reader said. "Here's
a man—really an executive—who is charged
with getting the proper playing time for pictures
that cost millions, in theatres which
depend on these pictures to deliver thousands
of dollars in grosses. Any time a booker sits
down at his desk he's a pretty important
component of our business. Many an exhibitor
with ability enough to control operations
worth millions asks the advice of his favorite
exchange bookers before booking pictures.
This may not be so true in the two
or three biggest cities where availabilities
are automatically keyed off one big first run,
but in hundreds of other important situations,
large or small throughout the country,
the distributor's booker is generally considered
a good man to know, with advice worth
heeding."
And yet. this observer noted, bookers labor
under conditions that make it difficult, to
put it mildly, for them to do their best work.
Take the physical setup so long considreed
standard for the booking department. Each
booker occupies a place at a long wood or
metal and glass booking desk. His customer
sits opposite in a booth which provides a
minimum of privacy but which can be. and
is, invaded at will by anyone thoughtless
enough to butt into the conversation between
them. The booker, often in shirt sleeves, on
his side of the desk is not even afforded the
doubtful privacy of a booth. He's working
on his mail, answering the telephone and
serving over-the-counter callers and, to his
credit, gets a lot of work done to the satisfaction
of everyone.
HOW EFFICIENT CAN HE BE?
But, this question was posed: How efficiently
might he operate under a modernized
setup? The answer won't be known until
somebody tries it and maybe now is the time
to try.
According to one exchange man, a booker
makes a graphic comparision of his environment
with that of a friend employed at a
bank where he cashes his salary check. And
we quote:
"This guy at the bank rates somewhere in
the ranks of an assistant to a vice-president.
He sits at a desk in an enclosed area,
available to put his okay on checks to be
a More Business-Like Manner
At least privacy like this, is a booker's plea.
cashed by people who aren't known to the
tellers and to do other chores which add up,
in a day's time, to nothing approaching the
importance of booking a lot of million-dollar
motion pictures, but you'd suppose by
his desk, rug, etc., that he was pretty big
potatoes. The bank surrounds him with an
atmosphere in which he can give a little
thought to his work and do it well. His customers
approach him with respect."
Does the booker want a private, or semiprivate,
office? The question was put to
several and. in summary, the answers were
as follows: "Of course, I'd do a better job
if I had the kind of quarters my job rates.
I don't want to be a big shot, personally,
but I'd like for my customers to come in and
talk business in surroundings that give me
half a chance to win my point once in a
while."
What happens instead? Well, the following
may be slightly exaggerated, but it comes
from a former booker who should know what
he's talking about. Something like this happens
often enough to remind good bookers
that a lot of improvement could be made. The
ex-booker was speaking as if he were still a
booker
"A customer approaches the desk of the
man in the bank respectfully, states his
business, gets the proper help and is on his
way. But my customer comes in wearing his
hunting clothes and toting a deer rifle. His
big hunting dog accompanies him, lopes up
to my booking desk, plants his front paws
on top and gazes into my eyes.
"Right behind my exhibitor friend is his
pretty wife, carrying the baby. Man, wife,
baby, dog and gun all crowd into the booking
booth. Thoughtfully, they've brought
along a box of candy for the girls in the
office. So, all the girls crowd around my side
of the desk to sample the candy, smile at
the baby and make conversation with the
happy couple. The dog may bark a couple of
times just for the hell of it and maybe snap
at the file clerk.
"Just then my telephone rings and a customer
300 miles away wants to know where
tonight's program is. He's been hunting, too.
and just got back to the theatre to discover
that the truck didn't drop off his show last
night. I get the machinery started to trace
his print and then the shipper comes up front
to discu.ss an urgent problem with me. And,
likely enough, the new biller is at my shoulder
wanting me to help her out with one of her
problems in connection with an invoice. In
the midst of all this, the baby is .screaming
his head off because of wet pants and I'm
trying to get decent playing time for a picture
which the exhibitor doesn't want to book
at all. Meanwhile, my assistant is fooling
around inspecting the rifle.
TOO MUCH DISTRACTION
"Any hope that we might calmly discuss
the merits of the pictures, or that I may be
able to sell him a .skipped release which the
salesman wasn't able to license on his last
call goes right out the window. It's just the
matter of doing the best I can and getting
that guy and his retinue out of sight so I
can get on with my other work and get the
office .settled down again.
"I don't say that an exhibitor would deliberately
set the stage to do his bookings
under .such conditions, figuring that in the
furore he might win concessions he couldn't
otherwise get. But anyone who ever worked
in a film exchange can tell you that we work
mighty informally sometimes."
From another booker comes this observation:
"Every clerk in the office, in too many
exchanges, works in one big bull pen, all in
public view, although but few of them are
required to meet the customers in their work.
Every person who enters or leaves is a distraction.
Most of us in this business are extroverts
anyway — always anxious to be
friendly and to pass the time of day with
everyone else. The film exchange, as set up
a generation ago. and as still operated that
way in most places, is a place where work gets
accomplished in spite of everything that
happens to prevent it. Tiaily. the people who
work in them deserve 'A' for effort. They
certainly try."
From what can be learned, the booker
simply longs for a place where he can operate
in a more business-like manner. Commenting
on the salesmen story in the July
13 issue of BOXOFTICE, a western booker
writes: "If I only had a head-high partition
separating me and my customer from the rest
of the office, I could do better work."
NEED THAT PRIVACY
And the ex-booker remarked. "If I could
have had a private office, no exhibitor would
perpetrate that hunting dog-wife-baby trick
for the simple reason that he'd have had no
audience except me. And in the sanctity of
a private office, I could eventually educate
him to better behavior."
A top sales executive said that more work
could be accomplished with the available
manpower—pared to the bone, anyway, in
the light of industry economics, by the modernization
of the early 1930-style exchange
quarters still in vogue. He claimed that too
many bookers were still working in shirt
sleeves at counters like those over which the
supply clerk in a garage passes out automobile
parts.
He summed it up as follows:
"The motion picture in 1957 or 1958 is too
precious a commodity to be handled in such
slap-dash fashion. Tlie man who is expected
to get the right playing time for these big
attractions deserves at least a modicum of
1957-58 thinking applied to his environment."
22 BOXOFFICE August 3, 1957

vmm
.
TiJa^^iH^toti ^efeont
frHE famous "Movie X." which was kept a
top secret by the U. S. Information Agency
during House hearings on the agency's budget
requests (although several Congressmen
knew its identity, having seen iti has been
revealed to be "1984." which was produced
by a former RKO president, Peter Rathvon for
Columbia Pictures and released in September,
1956, with the help of a 3100,000 U. S. subsidy.
This movie, based on the famous novel by
George Orwell, the late British novelist, is
about the dangers of "Big Brother" and
"thought control." The USIA, giving a touch
of irony to the "thought control" facets of
the movie, had marked the entire project
"classified" and suppressed all information
about it. It said revelation of its name
would be "prejudicial to the interests of the
United States . . . People seeing the film would
feel they were being propagandized."
The producer put $500,000 into the picture,
besides the sum advanced by USIA. Arthur
Larson, head of USIA, referred to it, in House
appropriations hearings, as "the most devastating
anti-Communist film ever produced,"
and complained that USIA was accused of
"propagandizing the home folks and it was
said to be a flop."
0-0-0
JIMMY DURANTE, the old Schnozzola, recently
visited the Senate. He was surprised
to hear himself introduced by Senator
William E. Knowland iR., Calif, i, the Republican
majority leader, and the Congressional
Record notes that there was "applause,
the Senators rising."
Jimmy may have a "million of 'em"—woi'ds
or .something—but he was speechless. That's
because all visitors to the galleries are cautioned
not to speak while observing the Senate
in session. But his smile spoke a great
big message.
Senator Knowland paid brief tribute to
Durante, hei'e for a personal appearance at
the Carter Bai-ron Amphitheatre, and said
that California and the nation are proud of
him.
J^EMBERS of the Radio-Electronics-Television
Manufacturers Ass'n have voted
at a proxy membership meeting here to
change the name of the 33-year-old organization
to the Electronics Industries Ass'n.
This marks the fourth time since its founding
in 1924 that the association has changed
its name. It was known then as the Radio
Manufacturers' Ass'n, but in 1950 the word
"Television" was added, and in 1953 the word
"Electronics" was included.
WTBNDELL B. BARNES, administrator of
the Small Business Administration, recently
put out a report, of loans, in which he
boasted about the number of new loans his
agency has been granting.
The report showed that in June. SBA lent
276 different firms a total of $13,292,000. out
of 520 applications received. Not a single one
of the loans was made to a motion picture
theatre, or, for that matter, anyone in the
film industry.
8y LARSTON D. FARRAR
BUSINESS BRIEFS: The number of households
in the U. S. has increased by about
six million in the- past seven year's with the
total in March 1957 being 49.5 million, as
compared to 43.6 million in March 1950, the
U. S. Bureau of the Census has pointed out
here . . . More than 7.5 million persons sought
recreation in national wildlife refuges during
1956 to set a new public-use record, the
U. S. Fish and Wildhfe Service has reported
. . . Congress isn't likely to probe the song
"censorship," which is supposed to be going
on, but Representative John C. Watt iD.,
Ky.i continues to press for such a probe, in
connection with several colleagues. It is alleged
that the netw'orks have agreed to "arbitrary
censorship" of songs such as "My
Old Kentucky Home" and "Old Black Joe,"
to keep from offending minority groups.
Watt's bill said that this "sets a precedent
which could be extended to cover any object
w'hich did not happen to suit the social,
political, economic, or religious views of
those exercising the censorship ."
.
Allied Board Will Meet
In Pittsburgh Aug. 14
PITTSBURGH— The .summer meeting of
the board of directors of Allied States Ass'n
will be held at the Penn Sheraton Hotel here
August 14. 15, to be preceded by a session of
the Emergency Defense Committee August 13.
An agenda has not been completed, but
among the subjects to be taken up are Allied's
position on returning to COMPO membership,
the current arbitration negotiations, and the
business-building program of the industry.
The current Allied bulletin announcing the
dates expresses satisfaction with the appointment
of Oscar Doob, one-time Loew's Theatres
ad-publicity director, as coordinator of
the promotional campaign for the businessbuilding
program. Doob assisted A. F.
Myers. Allied general counsel, in the tax
campaign in 1950-51.
3% Disney Dividend
HOLLYWOOD—Walt Disney Productions
has declared a three per cent common stock
dividend, payable November 25 to holders of
record November 1, in addition to the regular
10-cent quarterly cash dividend, payable
October 1 to stockholders of record September
13.
Myers Lets Go at Movie Reviewers
Who Look at Pictures With a Sneer
WASHINGTON—Abram F. Myers, general
counsel for Allied States Ass'n, let go at the
"sneering and contemptuous attitude of some
reviewers towards motion pictures" in a
bulletin sent to Allied members this week.
This attitude, he said, is becoming irk.some
to exliibitors and, he hopes, will so become
to all lovers of fair play.
Without mentioning the name, Myers took
special exception to the reviewer of "a certain
weekly publication with a large circulation."
This reviewer, he said, "is a conspicuous example
of the .supercilious school of criticism.
His reviews abound with wise cracks, doubtful
puns and dirty digs and contain nothing
to indicate whether the average American
would enjoy the picture. He plainly writes
for his own amusement and that of the readers
who will enjoy neat phrases and a play
on words for substitutes for information
and constructive thoughts.
"Most assuredly, he does not write for the
iiiformation of the potential moviegoer," said
Myers.
This disdainful attitude, he commented, is
not confined to the critics employed by the
slick paper periodicals. Too often it seeps
down into the picture reviews in the daily
newspapers, he adds.
"There are notable exceptions, of course,
but most reviewers nowadays seem to think
they establish their own superiority by snooting
the movies."
Despite the fact that the United States is
the most literate country in the world, comments
Myers, "the supercilious and consciously
high-brow reviewers" are writing for a
rather small percentage of the total population.
"Of course, this may bring the retort that
only the best educated people read our publication,'
but if that were true other features
of the publication would be written in the
same lofty style. Only the reviewers who are
evaluating other people's properties allow
themselves such airs.
"The outraged protests of the authors, playwrights,
producers and exhibitors have been
and will continue to be ignored by the publishers.
Perhaps the only way in which
reform can come is for the readers to complain
that they have been unfairly treated because
the reviewers do not give them the facts
concerning the movies. That is to say, that
the reviewers are misrepresenting the movies
to their readers by commenting only on what
they deem to be the bad features of a picture
without mentioning other features which the
reader might very well enjoy."
Myers said that many has been the time
when he has seen a picture which received a
bad review and enjoyed it immensely. "And
this in spite of the fact that the reviewer
probably was right in saying that the plot
was illogical, that the dialog in some respects
was corny, or that the star did not make the
most of his role. The fact was that despite
these imperfections the picture was highly
entertaining—a fact which the reviewer did
not deem worth mentioning."
Next time that happens. Myers adds, as a
footnote, he may write a letter to the editor
and hopes he starts a fad.
New MGM TV Contract
NEW YORK—MGM-TV will produce a 13
quarter-hour telefilm series in color for
Houbigant Perfimies. according to Charles C.
Barry, Loew-'s vice-president in charge of
television. Production will start this month
at the Culver City studios.
BOXOFTICE August 3, 1957 23

incomplete
^od^UMMd ^eftont
By IVAN SPEAR
Upbeat in Production for August
As 32 Films Get Ready to Roll
In a compilation of motion pictures scheduled
to go before the cameras in August, the
production scene appears on the upbeat with
32 films slated to roll for the period as against
19 offerings reported in July. Twenty-two
productions were tentatively set to go for the
parallel month a year ago.
Of the reported starters, nine are being
undertaken by the independent film companies,
most of which product is set for major
release. Four are holdovers, pictures which
have been listed as starting in previous
months, but for various reasons never arrived
before the cameras.
Three companies—Republic, Disney and
RKO—have no starters for the month.
The planned starters are as follows:
ALLIED ARTISTS
"Beast of Budapest," a topical film, with
Archie Mayo producing from an original
screenplay by John McGreevey.
"On the Make," the 47th Bowery Boys comedy.
Credits not set.
COLUMBIA
"The Grasshopper." Based on the true
story of a courageous housewife who works
with the narcotics bureau to uncover operations
of a narcotics syndicate which is selling
drugs to teenagers. Stars not set. Producer,
Bryan Foy. Director, Lewis Seller.
"Rescue at Sea." The story, taken from
actual facts, of a Pan-American airline crash
enroute from Honolulu to San Francisco.
Stars not set. Producer, Sam Katzman (independent!.
Director, Fred F. Sears.
"Seventh Voyage of Sinbad." Taken from
the original Arabian Nights tales, which will
be brought to the screen with the legendary
monsters and strange creatures in Technicolor
and Dynamation process. Stars Torin
Thatx;her, Kathryn Grant and Kerwin Matthews.
Producer, Charles Schneer (independent).
Director not set.
"Stella." Adapted from Jan de Hartog's
novel, the film will be shot at the Weymouth
Naval Base outside London and deals with
the ships in the British Channel during World
War II. Stars Sophia Loren and William
Holden. Producer, Carl Foreman (independent).
Director, Sir Carol Reed.
INDEPENDENT
"Ghost Diver." A mystery tale involving
skin divers. Stars Nico Minardos. Producer,
Richard Einfeld, Merrill White. Director, Merrill
White.
"Killer's Cage." Initial film of Ararat Productions
about a writer hiding out in a Mexican
village while doing exposes on narcotic
and gambling rings and the search for him
instigated by the FBI. Stars Terry Becker
and Jeanne Jonson. Producer, Berg Hagopian.
Director, Mel We.iies.
"Monster on the Hill." Set by Howco-
Marquette as a package deal with "The
Brain," this is another science-fiction yarn.
Stars not set. Producer, Jack Marquette.
Director, not set.
"Motorcycle Gang." American International
Pictures is set to release this Golden
State Productions drama dealing with female
juvenile delinquents who travel the country
on motorcycles. Stars Steve Terrell, Lou
Rusoff (incomplete). Producer, Alex Gordon.
Director, Edward Cahn.
"Natchez Trace." A western slated by Panorama
Pictures. Stars Zachary Scott. Gene
Nelson, Marcia Henderson. Producers, A. L.
Royal and Tom Garroway. Director, Alan
Crosland jr.
"Ride the West Wind." Co-Ber Productions
plan to lens this in CinemaScope and
color. It tells the story of Texas Lee Callen,
who transported a herd of cattle to Hawaii
in the 1890s and came into conflict with pineapple
plantation owners. Stars Dan Dailey
(incomplete I. Producers, David S. Garber,
William B. Coates. Director not set.
"The Ti'ek." A western-mystery. No stars
set. Producer, Jack Couffer. Director, Marvin
Weinstein.
"Viking Woman." AIP release to be made
by Malibu Productions, this is a special effects
film. Stars not set. Producer-director,
Roger Corman.
"The Young Land." One of C. V. Whitney's
American series pictures set for Buena
Vista release, the story is based on a Saturday
Evening Post yarn about California in the
1850s. Stars Patrick Wayne (incomplete).
Producer, Patrick Ford. Director, Ted Tetzlaff.
METRO-GOLDWYN-MAYER
"Gigi." A romantic comedy dealing with
young love in Paris, based on Colette's book
(
and play with the added attraction of music
and lyrics by Alan Jay Lerner and Frederick
Loewe. Stars Leslie Caron, Maurice Chevalier,
Hermione Gingold. Producer, Arthur
Freed independent i. Director, Vincente
Minnelli.
"Cry Terror." A young wife is forced to
join in an extortion plot to protect her husband
and child from a gang of ruthless
killers, with the extortionist finally captured
in a Manhattan subway. Stars Inger Stevens,
James Ma,son and Rod Steiger. Producer-director,
Andrew Stone.
PARAMOUNT
"Houseboat." Romantic comedy about a
widower seeking a mother for his children.
Stars Cary Grant, Sophia Loren. Producer,
Jack Rose ( independent i. Director, Mel
Shavelson.
"The Matchmaker." A period film about
a widow who agrees to find a bride for a
millionaire in whom she is interested herself.
Stars Shirley Booth, Tony Perkins and
Shirley MacLaine. Producer, Don Hartman.
Director, Joseph Anthony.
CENTURY-FOX
20th
"The Hell Bent Kid." A western. Stars
Don Murray ( i. Producer, Robert
Buckner. Director not set.
"Fraulein." An action drama concerning
the U.S. occupation forces in Germany, slated
to be shot abroad. Stars Dana Wynter (incomplete).
Producer, Walter Reisch. Director,
Henry Koster.
"The Singin' Idol." Supposed take-off on
Elvis Presley-type of singer, originally done
on TV starring Tommy Sands. Stars Tommy
Sands. Producer, Henry Ephron. Director
not set.
"South Pacific." A Todd-AO picturization
of the now famous Rodgers and Hammerstein
musical. Stars Mitzi Gaynor, Rossano Brazzi
and Juanita Hall. Producer, Buddy Adler.
Director. Joshua Logan.
UNIVERSAL-INTERNATIONAL
"Once Upon a Horse." A comedy western
about two cattle rustlers who can't get rid
of the cattle. Stars Dan Rowan and Dick
Martin, Leif Erikson, Martha Hyer. Producer-director,
Hal Kanter.
"Teach Me How to Cry." A high sch(Ml
girl is shunned by her schoolmates because of
her mother's peculiarity. Stars Sandra Dee
(incomplete I. Producer, Ross Hunter. Director,
Helmut Kautner.
"There's a Time to Love." Based on Erich
Remarque's novel, "A Time to Love and a
Time to Die," about a Nazi soldier and his
romance with a German girl on a three-week
furlough from the eastern front in World
War II.
"This Day Alone." Story of a man who becomes
a derelict before he realizes he must
reconstruct his life if he wants to regain
his wife's love and respect. Stars Julie London
and Richard Egan. Producer, Gordon
Kay. Director, Karry Keller.
"Hemp Brown." Set in the Arizona territory
in 1864, this western deals with a young
prospector who seeks adventure and fortune.
Stars Rory Calhoun. Producer, Gordon Kay.
Director, Richard Carlson.
"The Way Back." A sequel to "To Hell and
Back," which dealt with the life and wartime
experiences of Audie Murphy, this covers
the struggles of a soldier to resume civilian
life after the conflict. Stars, Audie Murphy.
Producer, Aaron Rosenberg. Director, Jesse
Hibbs.
"Take it Pi-om the Top." A tale of showbusiness.
Stars not set. Producer, Howie Horwitz.
Director, Richard English.
UNITED ARTISTS
"Cop Hater." About a criminal who winds
up in double trouble because of his hatred for
the police. Stars Robert Loggia, Gerald O'-
Loughlin (incomplete). Producers, Morris Helprin
and Alfred Crown. Director, William
Berke.
"Time is a Memory." An Air Force captain
falls in love with an Oriental girl amidst the
chaos of World War II. Stars Victor Mature
(incomplete). Producer-director, Frank Borzage.
WARNERS
"Marjorie Morningstar." A young girl aspires
to be an actress and renounces her
family, religious background and friends to
achieve her ambition, only to find, after attaining
her goal, that the victory is a hollow
one. Stars Natalie Wood, Paul Newman, Erin
O'Brien. Producer, Milton Sperling (independent).
Director, Irving Rapper.
Hit Play to Bob Hope
HOLLYWOOD—Bob Hope has acquired the
film rights to "Anniversary Waltz," the stage
play by Joseph Fields, and plans to star in
the property as an independent production
for United Artists release.
24 BOXOFFICE August 3, 1957

This is one fish story that can easily be
checked! According to the Consumer
Price Index of the Bureau of Labor
Statistics, U.S. Department of Labor,
the price of fish, meat and poultry has
risen 738 per cent since 19401
This is a whale of a price rise
when compared to the minnow-sized
increases, if any, that some of you
have given N.S.S. for your most reliable
box office bait... trailers and
accessories!
It is no fluke that the Prize Baby
has held the line without a slackening
of the services that exhibition
needs and gets... to reel in bigger
grosses at little cost!

BETWEEN THE LINES
By AL STEEN
Eastern Production
PVERYBODY talks about eastern production
but. like the weather, nobody has
done much about it. But take it from Paddy
Chayefsky. good pictures can be turned
out in New York as well as in Hollywood.
And Paddy should know. He's worked on
both coasts. Right now. this amiable, fiveby-five
I but he's on a diet now) fellow is
working on "The Goddess" which he wrote
for Columbia Picture.s and which is being
produced in the Bronx by Milton Perlman
and directed by John Cromwell.
The other day. the tradepress boys were
the guests of Columbia on a junket to the
Gold Medal Studios in the upper stretches
of Manhattan. Gold Medal is the site of
the old Biograph studio which was built
in 1913. It was here that D. W. Griffith
turned out many an opus. After a few years
it w^as shuttered until Republic took it
over for a while in the 1930s. Then it went
dark again and was gathering cobwebs until
a year or so ago when Martin Poll
took it over. It's been modernized, has two
huge stages and all the facilities, on a
smaller scale, perhaps, of a west coast lot.
And work on it is continuing.
After a buffet luncheon, Chayefsky and
Perlman, and also George Justin, the associate
producer, made themselves available
for questions. It was brought out that
in Hollywood "The Goddess" would cost
$1,500,000 to produce. Nobody would say
what the New York budget was. but somebody
said the outlay would be about onethird
of that amount. The Einsteins
among the tradepress, with the help of
a slide rule, were able to figure it out. And
the technical crew, they said, ranks with
the best that could be obtained in Hollywood.
Cromwell, of course, was imported
from the Coast, as was the cinematographer.
The funny twist in producing "The Goddess"
in New York is that the story has a
Hollywood locale. Some of the background
shots will be made in the cinema capital.
It's not a movie story, however, but it is
about a southern gal who becomes a famous
actress. The gal is Kim Stanley who,
according to Chayefsky, is "the greatest
actress in the world." It's her first picture,
although she's been in dozens and
dozens of television plays and starred in
the Broadway version of "Bus Stop." It's
a first picture, too. for five of the eight
leading players in the picture.
Chayefsky, who had a Hollywood career
before he became more famous as a television
writer, having turned out "Marty"
and "Bachelor Party," both of which became
screen properties, appears to be completely
sold on eastern production. Elia
Kazan, who shot "A Face in the Crowd" at
Gold Medal, is equally enthusiastic.
Coming up next at the studio is Producer
Harold Robbins' "Never Love a Stranger"
and, according to the present schedule,
studio space is committed until at least the
first of the year.
a
More Production?
TARLY this year, the predictions were
that there would be approximately 100
more pictures produced in 1957 than there
were in 1956. By that we mean Hollywood-made
pictures. An exhibitor friend
of ours who keeps tabs on production statistics
told us this week that in 1956 Hollywood
turned out 268 pictures. Taking an
average, that would mean 134 in each halfyear
period.
Well, according to our friend, the output
at the mid-year mark this year was just
about the same as it was this time last year.
That means that in order to fulfill the predictions.
100 additional features are going
to have to be shot between now and January
1, or 234 pictures. He doubts that this
can be done. He says that only 20th Century-Pox
is earnestly trying to offset the
product slack. He noted that last week
four studios were completely idle insofar
as the production of theatrical pictures
was concerned.
So. unless the situation changes, there
are going to be some loud squawks from exhibition
again on the product situation,
he said. However, he noted one bright spot
and that was the increase of the number
of pictures in color. Last week. 19 pictures
were before the cameras, of which 13 were
in color and six in black and white. And
that ratio has been in evidence since about
June 1. A year ago it was just about the
opposite.
Exhibitors' Mother Goose
Baa, baa, salesman,
Have you any f ilium?
Yes, sir—yes, sir, stuff that'll kill 'em.
But one's for the sparrows
And one's for the hen
Anil a half dozen others
That you'll see on Channel Ten.
Sing a song of good films.
Pocket full of dough.
But four and 20 films a year
Are not enough to show.
But when the doors are open
With product that can lure.
There's nothing wrong in Filmdom
That good pictures cannot cure.
I Nick Schenck said it first)
Little Showman Blue, come blow your
nose.
But crying won't help the impassc;
You can't get a crowd
By crying out loud.
So get the lead out of your pantaloons and
exert a little more showmanship.
N. Y. Station Purchases
26 Features from UA
NEW YORK -United Arti.sts has closed another
deal with television through the sale
of 26 theatrical films, one-half of its current
52-feature offering, to WCBS in New York,
according to John Leo, TV sales director. He
said negotiations were well advanced for the
sale of the other half of the program.
With the closing of the WCBS deal, the 52
features, chiefly releases of 1954 or later,
have been sold in 45 TV markets since distribution
started in June. The first UA sale
was a package of 39 last fall.
Among the WCBS films are "The African
Queen," "Moulin Rouge," "Return to Paradise,"
"Red River," "The Pm-ple Plain,"
•Beachhead" and "Suddenly."
Fox Schedules Seven Top
Releases for August
NEW YORK— Twentieth
Century-Pox has
scheduled seven major attractions for release
during August for what Alex Harrison,
general sales manager, called a record total
for that month. He said his company planned
to provide exhibitors with a continuous flow
of top product during the peak summer
months.
The August releases include: "A Hatful of
Rain," "Will Success Spoil Rock Hunter?
"Seawife," "Forty Guns," "The Unknown
Terror," "Back From the Dead" and "Hell
on Devil's Island."
"The Unknown Terror" and "Back From
the Dead" comprise a Regal science-fiction
package although each picture may be booked
separately.
Preparing New Feature
On 'Public Enemies'
NEW YORK—Visual Drama, Inc., a subsidiary
of RKO Teleradio, is completing
"Guns Don't Argue," a factual account of
some of America's "public enemies." Visual
Drama produced "Gangbusters."
The new picture will be ready for release in
September, according to Robert Manby, vicepresident
of RKO Teleradio. It will have
a kick-off saturation booking in New England
and the campaign is being prepared by
Terry Turner and Don Thompson.
The public enemies in the picture are John
Dillinger and the "Lady in Red," Bonnie
Parker and Clyde Barrow, Homer Van Meter,
"Ma" Barker and her sons. Doc and Fred;
Alvin Karpis, Ray and Floyd Hamilton,
"Baby-Face" Nelson, "Pretty Boy" Floyd,
Verne Miller and Adam Richetti.
Rank Short Distribution
To Start in September
NEW YORK—"Full Screen Ahead," 20-
minute. widescreen short .subject of the Rank
Organization, will be presented to theatres
for public exhibition starting in September,
according to Irving Sochin, general sales manager
of Rank Film Distributors of America.
It is now being screened for exhibitors . in
all exchange territories. It describes the
policy of RFDA in bringing a continuous
supply of entertainment to American audiences.
September dates have been set for the film
in Los Angeles. San Francisco and Denver.
26 BOXOFFICE August 3, 1957

WB Nine-Month Net
Shows 46% Increase
NEW YORK—Warner Bros.' net profit for
the first nine months of the cm-rent fiscal
year jumped 46 per cent over the net earnings
of the corresponding period of the preceding
year, stockholders were informed this
week by Jack L. Warner, president. The net
for the period was $3,174,000, equivalent tx)
SI 76 per share on the 1,793,996 shares of stock
outstanding, after deducting the 688,251 shares
held in the treasury on June 1.
The net profit for the nine months ended
May 26, 1956, was $2,165,000, equal to 87 cents
a share on the 2,482,247 shares of stock outstanding.
Income from film rentals, sales, etc. for the
first nine months of the present fiscal year
amounted to $57,981,000, while the income
from the same sources for the same period
last year- was $54,225,000,
The company's balance sheet at the end of
the third quarter continued to show "a strong
financial position," according to the report.
Net working capital was $40,815,000, including
cash of $11,006,000, and there was no increase
in the company's $7,000,000 bank loans
under a $20,000,000 term bank credit. The
fiscal year will end August 31.
Film rentals from the company's international
subsidiary also were reported ahead of
the figures for the corresponding nine
months of last year. A highlight of the company's
foreign business, according to the
report, was a 31 per cent increase in the net
profits of As.'iociated British Pictures Corp.,
in which Warner Bros, has a 37 '2 per cent
interest. In the fiscal year ended last March
31. ABPC showed net profits equivalent to
$2,100,000 as compared with $1,596,000 for the
previous year.
"We are optimistic over our prospects for
the future," Warner said in his message to
stockholders. Pointing to the forthcoming
release by Warner Bros, of several major pictures
and the continuing expansion of the
company's production program for television,
Warner said that the construction of a new
building on the Burbank lot would house the
"most modern and complete executive, editing
and projection facilities for television
films."
Progress also was reported for the company's
commercial and industrial films division
and for its music publishing division,
which consists of Harms. Inc., Remick Music
Corp, and M. Witmark & Sons. Commercial
and industrial films are being produced for
Eastman Kodak, Lever Bros., RCA, General
Electric, Gillette Safety Razor, General
Motors, Pi-octer & Gamble and others.
Paramount Executives
At Studio Conference
NEW YORK—Paramount home office executives
were in Hollywood this week for a
series af sales and production conferences
at the studio. The meetings continued all
week. Attending the sessions were George
Weltner, president of Paramount Film Distributing
Coi-p.; Jeri-y Pickman, vice-president
in charge of advertising-publicity-exploitation;
Hugh Owen, vice-president; Sidney
Deneau, western sales manager; Sid
Blumenstock, advertising manager, and Russell
Holman, eastern production manager.
FEATURE REVIEW
'Will Success Spoil Rock Hunter?'
20th Century-Fox
By AL STEEN
LJERE is delicious satire. The dictionary
doesn't define the word delicious so that
it could be applied to cinematic criticism, but
in this case it's most descriptive.
This picture not only spoofs the advertising
agency business, but ribs television to a
pulp. It has its fun with TV even before the
story gets under way. While the credits are
being listed on one side of the Cinemascope
screen, the other side is taken up with the
kind of hokum that puts the audience in a
rollicking state of mind. 'Various products are
given the TV commercial treatment which,
because of the burlesque approach, probably
will cause many a gray-flannel-suiter of
Madison Avenue to toss in his sleep. And,
half way through the picture, Tony Randall,
costar of the picture, steps out from the story
and reminds the viewers that they probably
are accustomed to hearing commercials midway
in a program, so he'll try to accommodate
them. The screen is narrowed down to
TV size and the result is sheer wizardry.
Jayne Mansfield, the credited star, is superb
in her role as the screen idol who, in
order to arouse the jealousy of her erstwhile
Tarzan-like boy friend in Hollywood, comes
to New York and inadvertently takes up with
Randall, who needs her endorsement of his
advertising agency's lipstick account in order
to keep his job.
The picture goes far astray of the successful
stage play of the same name by George
Axelrod in which Miss Mansfield also starred,
but that doesn't matter. Regardless of how
entertaining the stage version was, the screen
has so much more to offer. Even though the
story is largely Madison Avenue—Madison
being the theoretical home of New York's advertising
agencies—the smallest of theatres
in the smallest of towns should have no
trouble in selUng this picture. It deals with
a subject that is as well known in the corn
as on Broadway—glamor.
belt
Miss Mansfield's ability to personify and
exaggerate a certain actress whose initials
are M. M. is a treat to watch. She is a natural
comedienne in a vehicle that is tailor-made
for her. And the comedy talent of Tony
Randall probably never has been appreciated
20th Century-Fox
Presents
"WILL SUCCESS SPOIL ROCK HUNTER?"
in Cinemascope
Ratio: 2.55-1
Running time: 94 minutes
CREDITS
Produced and directed by Fronk Tashlin.
Screen story and screenplay by Frank Tashlin.
Bosed on the play written by George Axelrod and
produced on the stage by Jule Styne. Music,
Cyril J. Mockridge. Director of photography, Joe
MacDonald, A.S.C. Art direction, Lyie R. Wheeler,
Leiand Fuller. Set decorations, Walter M. Scott,
Bertram Granger. Film editor, Hugh S. Fowler.
^Aakeup by Ben Nye, S.M.A. Sound, E. Clayton
Ward, Frank Moron.
CAST
Joyne Mansfield, Tony Randall, Betsy Drake,
Joan Blondell, John Williams, Henry Jones, Lili
Gentle, Mickey Hargitoy, Georgio Corr, Dick
Whittinghill, Ann McCrea, Alberto Morin and
Lois
Mercier.
Tony Randall, Jayne .Mansfield and
Joan Blondell as they appear in nVill
Success Spoil Rock Hunter?
until now, or at least not to such an extent.
This chap is tops.
As for the other supporting players and
costars, each gives a commendable and outstanding
performance. Joan Blondell, as Miss
Mansfield's traveling companion, is excellent.
In a more mature role, she hasn't lost
any of the charm which she used to put forth
when she carried a picture by herself. Betsy
Drake, who plays Randall's real girl friend
despite his carryings-on with Miss Mansfield,
is perfect for the role. And all the others
show hand-picked casting. Near the finale,
there's a surprise with the introduction of a
character who isn't even listed on the credits.
It seems that Miss Mansfield once was in love
with a man named Georgie Schmidlapp, a
man whom she never has been able to forget.
And they find each other again when she
makes her first television appearance. And
who is Georgie Schmidlapp? Well, if he
isn't Groucho Marx, he's his twin brother.
Directed by Frank Tashlin, who wrote the
screenplay and also produced, the picture is
in rich color by De Luxe. Tashlin has taken
the basic idea of Axelrod's play, but that's
about all there is insofar as similarity to the
Broadway play is concerned. He has added,
expanded and seasoned the successful stage
comedy to give it the scope to which only the
screen can do justice.
Reviewed at a New- York sneak showing,
there was only one drawback. The hilarious
laughter often obliterated many of the lines.
But that can't be helped. It is 94 minutes of
solid delight. This picture is boxoffice.
Futter Is President, Levy
Vido-Sound
Chairman of
NEW YORK—Walter A. Putter is president
of Vido-Sound Corp. and Sol J. Levy is
board chairman and treasurer. They were
listed in reverse order in a previously published
article dealing with a second-story
drive-in with a new wireless sound system to
be operated by Walter Reade Theatres in a
new shopping center in Dover, N. J.
BOXOFFICE August 3, 1957
27

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LETTERS
Need Producer Assurances
In your editorial. "This Is Your Fight." I
am reminded all over again that the exhibitor
should not have to FIGHT the motion picture
industry
That's what it actually boils down to. If
the producers would, one time, send the exhibitors
a letter of explanation, that would
grant assurance that they intend to work
toward keeping motion picture theatres alive,
then exhibitors would have incentive to fight
whatever enemy might be attacking the camp.
Since November of '56, there have been 167
black and white films released and only 87
in color. Yet that is our strongest weapon
against television. Exhibitors had no ammunition
against great motion pictures being sold
to TV and run in competition against mediocre
product in the theatres.
Buena Vista used a method on TV that.
somehow, brought people back in droves to
see theii' releases on the theatre screen. Producers
must have the know-how—or is it
distribution that handles that phase? If they
were in dead earnest to keep tlieatres open,
it shouldn't be such an impossible thing.
Actually, the exhibitors are working overtime
using every gimmick in the book but,
even so, an exhibitor cannot reach ALL the
people ALL the time, as does TV and the
newspaper medium. They GIVE tremendous
space advertising TV and expensive tiny
space toward the movies on theatre screens.
As an exhibitor, you know how much
(glorious mess, at that) you receive from the
industry which you can only drop in the
wastebasket. This is advertising directed toward
selling YOU on a picture. Yet, being a
good exhibitor, you know all about that movie
before you receive the glorified advertising.
Haven't you longed for them to direct that
advertising to your patrons, not yourself? We
exhibitors depend on our tradepapers to keep
us informed—and that is as it should be. All
this mail wastage is a "cussing" shame.
Yes, we will send our scarce dollars to Theatre
Owners of America in New York City,
but they will be empty dollars, IP the producers
are minded differently.
MRS. C. J. (VELVA) OTTS
Wakea Theatre
Waskom, Texas.
Hard-HiWng Showmen Will Beat TV
Radio once was a great threat to this business,
as well as the record business. Theatres
ran "Amos and Andy" on radio prior to the
run of the pictui'e in order to get anyone
into the theatre—and record-player people
were run out of business. Today the radio
is still with us, but no one feels it hurts the
picture business and the record people are
helped no end by radio.
TV has hit its peak— the novelty is over.
Big picture companies liave given them great
pictures and they have had their day. We will
always have TV—but the fact that some programs
that have had one sponsor now have
four or five, I believe, proves they have
troubles also. I feel sure that TV is going
to do as much for pictures as radio is now
doing for the record business.
We need showmen with imagination and
producers with imagination. We need hardhitting
people who think nothing but picture
business day in and day out and half
One of the Best
Enclosed you will find a money order
for $3.00 for my subscription for one year
for your magazine, BOXOFFICE. 1 desire
the sectional edition for this territory.
I have read your publication every week
for the past five years and I find it is
one of the best theatre trade magazines.
I have read it as a projectionist and also
as a theatre manager.
Clinton, Tenn.
JAMES E.
MESSAMORE
the night. I know an exhibitor like this and
he has taken over two drive-ins lately and is
doing well. He is not a great buyer, but one
of the best exploiteers in the business. He is
in the heart of a TV zone. He started his
first drive-in when TV started—started with
nothing, taking over a drive-in that could
not even get by before TV.
Exhibitors, like the above, and producers
who can make pictures like "An Affau- to
Remember," will put show business back
where it belongs and the deadwood will eliminate
itself.
HAL FULLER
R. T. Pictures, Inc.
Salt Lake City, Utah.
Better Pay for Better Men
I have just read your article, "Film Salesmen
of the Future." in the July 13 issue.
I think the article has a lot of merit and
there is a lot to be thought about, for the
film business is certainly in a transitory stage.
As we all know, the salary of a film salesman
does not generally compare to that of
other salaries in the entertainment field.
Therefore, when a new "account executive"
lias to spend the majority of his time beliind
a de.sk, his expense account is going to
dwindle and the possibility of a companyowned
car might be taken away from him.
When I was a salesman on the road for a
major company, I had to include all of this
as part of my salary. If I hadn't, I wouldn't
have been making the salary of an average
factory worker.
The idea of the article is good, but people
don't live on titles.
If the major distributors are going to revamp
their distribution setup, they had also
better revamp their salary setup for personnel
in the field.
As a closing thought, the companies should
take heed, as I don't think they are enticing
any young blood into their organizations.
The only way to do that is by changing their
sights as to salaries.
Scarsdale, N. Y.
ROBERT KRAUS
Branson Sales Drive
BUENOS AIRES—The four RKO branches
in Argentina will conduct a sales drive in
honor of Walter Branson, vice-president in
charge of worldwide distribution. The Branson
drive started this week and will continue
to December 31.
Technicolor Net Earnings
For Six Months Are Down
NEW YORK—Tlie consolidated net earnings
of Technicolor, Inc.. and wholly owned
subsidiaries for the first six months of the
year, amounted to approximately $710,000, or
35 cents a share on the 2,032,236 .shares of
stock outstanding. For the corresponding 1956
period it was $980,692, or 49 cents a share.
Dr. Herbert T. Kalmus, president and general
manager, gave the earnings per share,
after taxes on income, for the first 1957
quarter as nine cents. He noted that an operating
loss of four cents a share in the second
quarter of 1957 resulted in net earnings
during the first six months of 1957, after
taxes on income, of approximately five cents
a share.
In addition to the earnings, he said, there
was a non-recurring profit, after taxes, during
the second 1957 quarter of approximately
30 cents a share from the sale of land in Van
Nuys, Calif. The operating loss during the
second 1957 quarter, he said, included initial
losses incurred in connection with Technicolor's
vigorous diversification program.
Dr. Kalmus said that the board, which met
July 25, had decided to forego any dividend
action at that time.
Intermission to Be Part
of 'Raintree County'
HOLLYWOOD—The three-hour and fiveminute
production of "Raintree County" will
be released with an intermission, as part of
MGM's plan to launch the film as this year's
"super show."
A special overture has been recorded by
the MGM Symphony, with special lighting
in the theatres before curtains part to reveal
the main title. Entr'acte music will also precede
the second part, and de luxe souvenir
programs are being prepared. The studio's
present policy calls for ten shows a week on
a reserved seat basis. Openings scheduled
will not be simultaneous, but following the
world premiere two openings per week for a
three-week period are slated.
Fox Is Offering Trailers
On 'Three Faces of Eve'
NEW YORK—Twentieth Century-Fox is offering
exhibitors three separate teaser trailers
and a special production trailer on "The
Three Paces of Eve." The first two teasers
are in 35mm for inclusion in newsreels weeks
in advance of playdate. The third, a fullscale
Cinemascope production, is to be shown
two engagements before playdate. The production
trailer is for showing during the engagement
immediately before playdate.
The trailers introduce Joanne Woodward,
who plays her first major role in the fihu.
The teasers can be obtained from 20th-Fox.
The production trailer is being distributed by
National Screen Service.
Correction
NEW YORK—The 23 pictures which J.
Arthur Rank has in work or preparation will
be distributed in the United States by both
Universal and Rank Film Distributors of
America. A story in the July 20 issue of
of
BOXOFFICE gave the impression that all
the pictures would be channeled through
RFDA.
30 BOXOFFICE August 3, 1957

i
, mount
:
years,
I
i floor
'
Jubilee Plans Receive
Ad-Publiciiy Okay
NEW YORK"The motion picture Jubilee
project devised by the Hollywood Publicity
Directors Committee was enthusiastically endorsed
Wednesday (31) by the Advertising
and Publicity Directors Committee of the
MPAA. Martin Davis, Allied Artists eastern
advertising-publicity director, is head of a
committee to develop it locally.
The campaign will start in the fall and
last a month, taking in key cities with the
aid of exhibitors as well as the coast and
New York. Many outstanding film personalities
will take part in the celebrations.
Reports were made on the Operation
Moviegoing spot radio tests in Denver and
Rochester by Si Seadler of MGM, Herb Steinberg
of Paramount and Rodney Bush of 20th
Century-Pox. A decision will be reached soon
on whether to stage a national radio spot
campaign.
Twenty-seven promotional ideas were presented
by Oscar Doob, eastern coordinator of
the business-building campaign, and Charles
McCarthy of COMPO. McCarthy made a
progress report on a two-reel film to show
the importance of the exhibitor in his community.
NEWARK
-
/^harles Frederick Van Arsdale, Bloomfield,
a director and production manager in
the pioneer days of the motion picture industry
in Fort Lee before World War I, died recently.
He was 77. Born in Chatham, N. Y.,
Van Arsdale lived in Bloomfield for 43 years.
His film career spanned the period from 1914
until the 1930s when he was employed as a
director and production manager by Para-
Pictures, Pathe-News and the former
Biograph studios, all in Fort Lee before the
) industry moved to California. In recent
he was employed in the shipping department
of the Kidde Manufacturing Co. of
Bloomfield. He leaves his wife Alice; two
sons, Dr. Allen H. Van Arsdale of Montgomery
City, Mo., and John, a Montclair, N. J.
accountant.
Three men, caught by an off-duty police
lieutenant shinnying their way into a second
window at the Hawthorne Theatre here
early Tuesday, proved to be on a legitimate
errand to pick up seats for a summer theatre.
An off-duty cop. seeing the men trying to
enter the closed theatre building, rushed over
to them and held them at gunpoint. Later,
a lawyer for Stanley Warner, which owns the
theatre, said the men had permission to take
the seats.
The Adams Theatre, Newark, formerly oc-
'! cupied by Min.sky Burlesque, will have an
'
exclusive northern New Jersey showing of
Tax-Anything Increases
Get Pennsylvania Nod
PITTSBURGH—Governor Leader signed a
bill to permit municipalities to raise greater
amounts in the fringe taxes levied under the
"tax anything" law, such as amusements,
wages, per capita, deed transfer, mercantile,
occupation, pinball, business privilege and
billboard. Until now, the municipalities were
restricted in the amount raised to a total,
from all such levies, equal to 10 per cent of
the district's real estate assessment. Under
the new law they can collect half again as
much, up to 15 per cent. School districts get
an even greater raise, to 12 per cent of the
market value mot assessed value) of real
estate.
For a decade, political subdivisions of Pennsylvania,
numbering to 350, have assessed and
collected a 10 per cent amusement tax; the
recently adjourned legislature voted to cut
this special and discriminatory levy from 10
to 5 per cent, but Governor Leader vetoed
the measure in which the state's theatre and
film industry had placed much of its hopes
for survival, and the 10 per cent amusement
tax continues available to municipalities and
school districts.
Under the new taxes made possible by the
act, amusement tax increases are permissive.
Victory for total elimination of the amusement
tax in the Senate was cut short at the
last minute in the House when exhibitor representatives,
feeling it was doomed, compromised
for a 5 per cent tax. The bill was so
worded to cut the 10 per cent tax in half
and was passed, but Pittsburgh's Mayor
David Lawrence asked for a veto.
Many theatre owners expressed increased
aggravation over turn of political events.
Their campaign to have the amusement tax
eliminated was quite costly. Now many of
them probably face an increased amusement
tax, and this in the face of low boxoffice receipts.
An official report for 1955 shows that 349
political subdivisions and school districts in
Pennsylvania assessed and collected amusement
taxes. The total amusement taxes col-
lected in 1955 was $3,687,175, or 6 per cent of
the "tax anything" revenue for that year.
The "tax anything" revenue in 1955 zoomed
to $58 million for Pennsylvania local governmental
units under authority of Act 481
of 1947. A 56-page report was issued by the
bureau of municipal affairs. Department of
Internal Affairs. Pittsburgh collected 17 per
cent of the state total.
Rogers & Cowan, Jacobs
PR Companies Merge
NEW YORK—Rogers & Cowan and the
Arthur P. Jacobs Co., public relations firms,
have been merged into Rogers, Cowan and
Jacobs. Corporation papers to be filed soon
will list Henry C. Rogers as president and
WaiTcn J. Cowan and Arthur J. Jacobs as
officers. A full board of directors will be
named.
Officers and personnel will be merged. The
local headquarters are at 3 East 54th St. with
Joseph Wolhandler in charge. He has been
Rogers & Cowan vice-president in charge of
eastern operations.
Max Shosberg, 85, Dead
NEW YORK—Services for Max Shosberg,
85, a pioneer in the theatre concessions business,
were held July 28. He had died two days
before after a long illness. While with Paramount
Theatres from 1929 to 1947 he built
up the candy counter business and became
a vice-president of the company. He retired
in 1947.
Shosberg joined the company at the urging
of Adolph Zukor, board chairman, with whom
he had come from Hungary. Like Zukor, he
was originally in the fur business.
"The Pajama Game," a Warner release,
has been selected by Seventeen Magazine as
the picture of the month for August.
. . Stanley
"The Ten Commandments" on September 25.
Tliere is an advance sale of tickets. In preparation
for this engagement, the Adams has
been remodeled and redecorated, with white
Corinthian pilasters and coral ceiling. New
projection equipment is being installed and
tested to project the VlstaVision epic on a
new 40-foot Vicralite screen
Warner theatres in this area
.
accept King
Korn trading stamps, available at King's supermarkets,
for admission.
BOXOFFICE August 3, 1957
THEY .MADE THE P.ALACE FIRST RUN SHOWCASE— Universal-International
and RKO Theatres executives inaugurate new policy for New York house by completing
negotiations for playing of "Man of a Thousand Faces," "Jet Pilot" and "Interlude."
Left to right: F. J. A. McCarthy, U-I assistant general sales manager; Joseph B.
Rosen, U-I New York branch manager; Harry Mandel, RKO Theatres' advertisingpublicity
head; Charles J. Feldman, U-I vice-president and general sales manager;
Sol Schwartz, circuit president, and Robert Sherman, circuit buying-booking executive.
E-1

were
. . . Howard
. . Calvert
. . The
. .
. .
B R O A D W Ay
TT will look like Halloween at the Paramount day night i4i. She'.s in "Darby's Rangers."' • •
Theatre Tuesday night (6i. All persons Bill Hendricks, studio publicity director for
appearing in costumes of Frankenstein's WB. here to talk about a quartet of upcoming
pictiu'es. • • * Anne Baxter anived from
monster or Dracula or the Wolf Man or any
other recognized horror chaiacter will be England.
• • Paramount's Charley Frank
admitted free to a midnight performance of back from a two-week fishing trip. * *
"
Warner Bros.' "The Curse of Frankenstein." Darryl Zanuck will be here for the premiere
of his "The Sun Also Rises" at the Roxy
.sometime this month, and then will shove off
• * * Rouben Mamoulian heads for his California
home Monday (5> by way of Philadelphia
and Wa.shington. '
on a world tour to scout location sites for his
* * Morris Frantz of
MGM's international publicity department is next, "Deluxe Tour." » *
20th Centuryback
from a visit to Mexico City and Culver Fox's Alex Harrison headed a group of executives
City. • • • Van Johnson sailed In on the
to I. J. Schmertz's testimonial in
Queen Sizabeth Tuesday (301. * * * 'Vanguard's
Cleveland.
"Jamboree" is shooting at the Fox
if
Movietone Studios here. The picture is for Joseph Bellfort, general European manager
Warner Bros, release. " * Speaking of that for RKO Radio, is on the He de France and
Fi-ankenstein picture. Warners has invited due here Tuesday. He's coming over for a series
the body guards of the New York City morgue of meetings with RKO home office executives.
to the midnight show. Should be a happy Bellfort has his headquarters in Paris. * • '
group. * ' • Stan Margulies. Bryna's publicity
TOA's Joe Alterman back after a bout with
Widmark came from
representative, has returned to the the flu. * * * Richard in
coast after huddling here on promotion plans Hollywood with a print of his first independent
for "The 'Vikings" with United Ai-tists executives.
production, "Time Limit," which he
produced for United Artists release. * » *
Ml
Tradepress folks to Denver for Columbia's
The cast and production crew for "Marjorie
Morningstar" will start location work Patti Alicoate Bergen, Sherry Kane, Mel Kon-
"3; 10 to Yuma" world premiere; Al Steen,
at Sacroon Manor at Schroon Lake on August
19. Meanwhile Director Irving Rapper
icoff, Al Picault and Bob Wendlinger. * • *
Leo Jaffe, vice-president and treasurer of Columbia
Pictures, left Friday (2) for Europe
and cameraman Harry Stradling have been
in town to check location sites in New York where he will spend several weeks on company
Haven MGM's
and Pennsylvania. * • * Arthur Mayer heading
business. * * * Falconer,
for Europe next week. * » * Venetia Stevenson
will be crowned the "most photogenic
girl in the world" on the Ed Sullivan show Sun-
ITS NEW!
IT'S DELICIOUS!
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A 45 cent sandwich with a 30%
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No expensive equipment required.
Can be prepared before break.
LARGE VOLUME-REPEAT SALES
DELCO QUALITY FOODS
960 N. 9th St. Philadelphia, Pa.
eastern studio representative, is back on the
job after a long illness. * * * Mervin Houser,
director of advertising-publicity for the Selznick
Company, left for the coast Friday
after several weeks in Rome and New York
in connection with "Farewell to Arms."
n»
Arthur DeBra. former director of community
relations for the Motion Picture Ass'n
of America, is recuperating from a serious
operation at St. Francis Hospital in Poughkeepsie.
* * * Here from Hollywood is Jayne
Mansfield who arrived to be on hand for the
advance promotion of "Will Success SpoU
Rock Hunter?" * * * And Adrian Awan, 20th-
Pox's special exploitation representative, is
setting up arrangements for Miss Mansfield's
tour in Ti-enton, Philadelphia, Wilmington,
Baltimore and Washington. * * * William
Goetz, producer of "Sayonara" for Warner
Bros., is in town for parleys on release plans.
* * *
Louis Berg, former motion picture editor
of This Week, has been retained by
Horizon Pictures as special photographic consultant
for "The Bridge on the River Kwai."
* * * Joseph Moskowitz, vice-president and
eastern studio representative of 20th-Fox,
off to the coast for a thi-ee-week stay. • * *
Emery Austin, exploitation head of MGM,
was sporting a sun tan following his vacation.
9
Paramount tossed an Oriental dinner at
the Teheran restaurant for the press Tuesday
night (30) in advance of the sneak .showing
of "Omar Khayyam" at Loew's State.
Authentic Persian dishes (we can't pronounce
them I served. Persian feminine dancers
did authentic dances and other gals came
along with the inevitable "jug of wine." *
*
Ben Grimm, advertising manager of RKO
Radio Pictures, hopped off for Hollywood
Wednesday (31) to attend meetings on the
advertising campaign for Howard Hughes'
"Jet Pilot." * * * Mac St. Johns, publicity di-
rector of Globe Enterprises, Is conferring
with 20th-Fox's Charles Einfeld on Samuel
Fuller's "Forty Guns," which Fox will distribute.
* Ray • Murray, Columbia's exploitation
manager, is in Denver to supervise
'
preparations for the world premiere of "3:10
to Yuma." * • • Mort Meyerson, advertising
art director for Buena 'Vista, is skippering
his 40-foot schooner along the coast. Vacation,
natch.
• •
J. Arthur Rank's I:-ving
Sochin arrived from Dallas.
BALTIMORE
'LToward Wagonheim, vice-president of the
Schwaber Theatres, was in New York for
a party given in honor of Ethel Merman,
star of "Happy Hunting" . . . Wilbur Brizendine,
general manager of the Schwaber outfit,
was in Washington for bookings . . . Joel
Lewis, manager of the Five West, was to
leave this weekend on a motor trip vacation
at Cape Cod.
Bill Moore, manager of the Senator, returned
from Atlantic City . . . Roland Broeseker
of the Hippodrome's staff was vacationing
at Miami .
Silverblatt of the
Hipp's stage crew spent his summer holiday
at Ocean City . . . Jack 'Whittle, owner of
the Avenue, returned from a vacation at
Ocean CMty.
Jack Fruchtman who operates the Fruchtman
theatres in Baltimore and southern
Maryland, spent most of last week in New
York on business . . . Natt W. Hodgdon, general
manager for FYuchtman, is vacationing
aboard his new boat in Maryland waters .
Miss Ora Donoghue of the Century's staff,
was home a few days with a virus attack .
Miss Caryl Hamburger, former publicity director
for the Film Centre and now in a
similar capacity with New York's Phoenix
Theatre, was home for the weekend.
A bandit reached through the ticket window
at the Times Theatre and grabbed $150
from Elizabeth Curren, cashier. He escaped
Wagonheim, vice-pi'esident of
the Schwaber Theatres, and Joel Lewis, manager
of the Five West, went fishing on
Chesapeake Bay . . . Al Brager has left as
assistant manager of the Cinema.
William Remlein of the Garden Theatre was
in New York for a couple of weeks. En route
home, he stopped off at Atlantic City . . .
Carroll Streeks, projectionist at the Uptown
and William Hewitt jr., manager of the Edgewood
Theatre, were in New York to purchase
a special model 16mm projector . . . Robert W.
Cramblitt of the McHenry and his wife spent
. a week at Atlantic City Patterson
Theatre has new seats and the Garden has
just undergone a redecoration. Ed Herget
is the Garden's manager.
John Recher, publicity director for Hicks-
Baker Theatres, and a captain in the U. S.
Marine Reserve Corps., is serving his annual
stint at Camp Lejeune, N. C. . . .
August
Buchheit, projectionist at the Mayfair, was
vacationing in West Virginia . . . Irving Cantor,
manager of the Hippodrome, returned
from a vacation in Florida.
Scheduled for September
Warners' large-scale film, "Westbound," is
scheduled to go before the cameras in September.
E-2
BOXOFFICE August 3, 1957

DOUBLE BOXOFFICE BLOCKBUSTER I NO. 13
CONTACT YOUR Ji/?zenlaarL.
fntB/uiatLoruzL EXCHANGE
iiRGE
WALDMAN
FILMS
«il J. WALDMAN
iO Ninth Avenue
jV YORK 36, N. Y.
AMERICAN INTERNATIONAL
PICTURES
JOHN SCHAEFFER
235 No. 13th Street
PHILADELPHIA 7, PENNSYLVANIA
AMERICAN INTERNATIONAL
PICTURES
JEROME SANDY
1015 New Jersey Avenue, N.W.
WASHINGTON 1, D. C.
SCREEN GUILD
PRODUCTIONS
MILTON BRAUMAN
415 Van Braam Street
PITTSBURGH 19, PENNSYLVANIA
GEORGE WALDMAN
FILMS
GEORGE J. WALDMAN
505 P^rl Street
BUFFALO, N. Y.

. . . Spyros
. . . Clara
. . . Madeline
. . Joe
. . Booker
. . Rose
. . The
. . MGM
. .
Broadway Houses
Improvement With
NEW YORK— Cooler weather with some
rainfall increased attendance along Broadway
over that of the preceding week when, despite
toiTid temperatures, the boxoffices did pretty
well. "Bambi," which was surprisingly strong
at the Normandie its first w-eek, continued
very strong though not up to its previous
figure.
The leaders were "Silk Stockings" at the
Radio City Music Hall, "An Affair to Remember"
at the Roxy. "A Hatful of Rain" at the
Victoria, "The Pride and the Passion" at the
Capitol and "Sweet Smell of Success" at
Loew's State.
New films registering well were "Night
Passage" at the Mayfair, "Passionate Summer"
at the Paris. "Lovers' Net" at the Carnegie
and "Constant Husband" at the Plaza.
Out-of-towners continued to patronize
"Around the World in 80 Days," "Seven
Wonders of the World" and "The Ten Commandments."
"Torero!" at the Fine Arts gave way the
first of the week to "Light Across the Street"
(UMPOi, and "Doctor at Large" (U-I) succeeded
"The Third Key" at the Sutton. "Band
of Angels" iWB) entered its final week at
the Paramount. "The Curse of Frankenstein"
iWBi will take over there Wednesday (7).
(Averoge Is 100)
Asfor Beau James (Para), 5th wk 110
Baronet Moid in Poris (Cont'l Dis), 3rd wk...l20
Ccpifol The Pride ond the Passion (UA), 5th wk 135
Criienon—The Ten Commondments (Pora), 38th
wk. of two-a-day 1 50
wk Fine Arts—Torero! (Col 95
5fh Avenue
Int'l),
The Naked Eye
0th
(Films Rep), 15th
wk.; 12 Angry Men (UA), 2nd wk 110
55th Street—The Rising of the Moon (V/B), 3rd
wk 165
Glcoe A Foce in the Crowd (WB), 9th wk.
Guild The Green Mon (DCA), 10th wk 120
Little Cornegie Lover's Net (Times) 1 20
Loew's State Sweet Smell of Success (UA), 5th
wk 135
Mayforr ^Night Passage (U-I) 135
Normandio Bambi (BV), 2nd wk 155
Poloce The Young Don't Cry (Col), plus vaudeville
125
Paramount Bond of Angels ;WS), 3rd wk 110
Paris— Possionote Summer (Kingsley) 120
Beat the Rain—
with the one-piece, snap-on
MOV-E-VUE Rain Visor
Eliminates windshield wiping
Clips on and off In 20 seconds
Fits all cars— Rolls up for storage
90% of all Connecticut Drive-In
Theatres Sell 'em with Great Success.
Write:
We Supply FREE Trailer
PIONEER SALES CO.
P.O.
Bex 899 Woterbury, Conn.
Continue to Show WASHINGTON
Weather Aiding
Plaza—Constonf Husband (Stralfonl) 120
Radio City Music Hall Silk Stockings (MGM),
plus stage show, 2nd wk 185
Kivoli— Around the World in 80 Doys (UA),
41st wk. ot tw3-a day 200
Roxy An Affair to Remember (20th-Fox), plus
stage show, 2nd wk 185
Sutton— The Third Key (Ronk), 9th wk 105
Irons-Lux 52nd Lo Stroda (Trans-Lux), 54th wk. 110
Victono A Hotful of Rain (20th-Fox), 2nd wk. 175
Warner—Seven Wonders of the World (SW), 68th
wk. of two-o-doy 130
World— Stella (Burstyn), 7th wk 110
'Affair to Remember'
Remembered in Buffalo
BUFFALO — "An Affair to Remember"
topped the boxoffice race last week, turning
in a healthy 160 at the Center Theatre.
"Sweet Smell of Success" was good for a 110
at Shea's Buffalo and "Love in the Afternoon"
hit 115 in the Lafayette.
, .
Buffalo Sweet Smell of Success (UA) 110
Center An Affair to Remember (20th-Fox) . . 1 60
Century Around the World in 80 Doys (UA),
5th mo 125
Cinema—The Bachelor Party (UA), 2nd wk 105
Lafoyette Love in the Afternoon (AA) 115
Paramount ^Bernordine (20th-Fox), 2nd wk.,
6 days 110
'Night Passage' Scores
Big 160 in Pittsburgh
PITTSBURGH — "Night Passage" stood
alone as an attraction and won a holdover
hands down.
.
Fulton Night Passage (U-I) 160
Horns Fire Down Below (Col), 2nd wk 50
Penn Beau James (Para) 70
75
Stanley The Prince and the Showgirl (WB)
'Affair' Draws Patrons
All Week at Baltimore
BALTIMORE—The week's busiest boxoffice
was the New where "An Affair to Remember"
was showing. The film opened
strong and played to capacity weekend audiences.
"Loving You" broke opening day
records at the Century, then eased off.
Century— Loving You (Para) 1 50
Cmemo The Ten Commandments (Pora), 2nd wk. 90
Film Centre Around the World in 80 Days
(UA), 32nd wk 120
Five West Reach for the Sky (RFDA), 2nd wk. . . 95
Hippodrome The Delicate Delinquent (Para),
2nd wk 90
Little High Noon (UA); African Queen (UA)
85
Mayfair ^Midnight Story (U-I)
New—An Affoir to Remember (20th-Fox) .200
Playhouse The Bachelor Party (UA), 7th wk. .. 90
Stonley ^Band of Angels ( WB) 1 00
Town Miles to Earth (Col); 20 Million The 27th
(Col) Day 90
Funeral Rites Are Held
For Albert Gutterman
NEW YORK—Funeral services were held
Friday i2) for Albert Gutterman, 66, retired
veteran Loew's theatre manager, who died
the day before after a long illness. He Joined
the company in 1908 as a usher at the old
Daly Theatre. Later, he managed Loew's Delancey
Theatre for 30 years before his retirement
in 1956.
RCA SERVICE COMPANY, INC.
153 E. 24th Street
New York 10, New York LExington 2-0928
The (iordon brothers of Newport News will
celebrate the 40th anniversary of their
Palace Tlieatre August 7 with the showing of
"Will Success Spoil Rock Hunter?" Star
Tony Randall will make stage appearances.
Filmrow was well represented at the sixth
grand outing of the Allied Motion Picture
Theatre Owners of Mai-yland Tuesday, July
30, at the Annapolis Country Club. Abe
Dickstein, 20th-Fox district manager; Howard
Minsky. Paramount, and Sidney Cooper,
UA, came in from their respective home offices
to attend. Local film folk present:
Jack Kohler, Sara Young, Al Kane, Luther
Buchanan, Herb Gillis, Bill Fisher, Jake
Flax, Eddie Fontaine, Maynard Madden, Ben
Caplon, Elmer Moore, Harold Saltz, Herb
Bennin, Ben Bache. Pete Prince, Vince Dougherty,
John O'Leary, Herb Thompson, H.
Lowe, Sam Wheeler, Ross Wheeler, Irwin
Lust, Jack Keegan. Sam Wheeler won the
golf prize.
Bill Friedman resigned as manager at
Buena Vista . . . Independent Theatre Service
has taken over the buying and booking for
the Lee Drive-In at Lexington, Va. . . . Capt.
John Broumas, Broumas circuit, has been
promoted to major in the Reserves . . . District
Theatres booker George Wheeler and
his family were vacationing in Pittsburgh
... It is reported that the Westport (Md.)
Tlieatre is being sold and dismantled to make
room for a bank. It's in the Hicks-Baker
circuit.
.
. . .
Salesman
F-13 will hold its annual picnic August 24
at Bay Ridge Beach ... J. Solenberger and
Ed Bridgeforth of the Royal Drive-In, Winchester,
Va., were on Filmrow . . . 20th-Fox
Manager Ira Sichelman called at the Neighborhood
Theatre offices in Richmond
The John O'Learys have moved into their
new home in Burnt Mills Hills . . Clara
.
Taylor, Fox, was vacationing
Fi'itz Goldschmidt returned from a two-week
training session with the Reserves in Alabama
Skouras was a visitor.
. . .
Florence Haupert, Allied Artists, vacationed
in Iowa . Bernard became father of a
son . . . Salesman Harold Levy and family
were vacationing in Florida .
booker
Herb
Henry Ajello, started a vacation
Bennin's secretary, Catherine Murphy, was
home taking care of daughter Marsha, who
underwent an appendectomy.
Mary Arakelian has been promoted from
the WB switchboard to the cashier's denartment
and Shirley Watkins has replaced her
at the pbx . Eli Zuckor was vacationing
in Cuba . Gleason received
word that her parents, who live in Mexico
City, are safe after the recent earthquakes
Jeeter vacationed in Ocean Grove
Ackerman of RCA vacationed
in Long Island . WOMPIs are doing
an outstanding job assisting in the local theatres'
Will Rogers Memorial Hospital collections
Doc Westfall, looking hale and
. . . hearty again after his recent operation, was
a Filmrow visitor.
About Captain and Chinese Girl
UA's "Time Is a Memory" concerns an
American Air Force captain who falls in
love with an Oriental girl in China.
E-4 BOXOFFICE August 3, 1957

; August
in vendin g
in fountains
^
in theatres
cu p or g lass
INCLUDE
Drfiepfier
IT PAYS . . AND PAYS .
.'
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BOXOFFICE :
3, 1957 E-5

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I
THEATRICAL
2310
. , . Bill
were
. . Irwin
^(McLo^t ^efi^^nt
•THE Rank Organization has entered commercial
television, having been awarded
the commercial television contract for Southern
England. Thus, with Associated British
Picture Corp., and Granada, the film industry,
represented by three of the largest cinema
circuits, moves into the TV camp. The
news has not come entirely as a surprise to
the trade. Once the success of commercial
TV had been established, it was a matter of
time for the Rank Group to get into the
act. It can now be revealed that the Group
could have had any of the commercial TV
regions they had wished at the beginning of
the commercial operation. For reasons best
known to themselves, they turned down the
most lucrative regions because of caution,
and to see how the medium was likely to pay
off. The results of commercial television in
Great Britain have astounded everyone. Already
all of the program contractors are out
of the red and, suddenly. Lord Rank and
John Davis realized that they were letting
a gold mine out of their hands. That is why,
in company with two important newspaper
groups. Associated Newspapers and Amalgamated
Press, they will be responsible for providing
TV entertainment for Southern England
beginning next summer.
Meanwhile the Association of Independent
Cinemas last week, alarmed at the exhibition-TV
trend, has approached the Motion
Picture Ass'n of America to enlist the aid of
American interests "who are concerned that
the 3,000 independent exhibitors in Britain
should remain independent." They last week
contacted Roland Thornton of the MPAA for
advice and help against commercial television.
In the words of Denis Walls, one of
the most important leaders among the AIC,
"We must look to the interests of America
who are concerned at seeing that the 3,000
independents remain independents. There
will be no help from anybody else now."
Although the Government has apparently
said the last word on what it intends to give
the trade in tax relief this year and probably
for some years to come (six million
pounds off), the All-Industry Tax Committee
has decided to continue its existence and to
consider new ways in which a tax campaign
can be presented to the Government and the
House of Commons next week. At a meeting
of the full committee representing exhibitors,
producers and renters, it was unanimously
agreed that the work of the AITC had
been thoroughly satisfactory and that Clifford
Barclay, the chairman, deserves the highest
congratulations for the manner in which
he handled the job. The next meeting of this
joint trade body will be in September.
PAT BOONE « SAL MINEO
ELVIS PRESLEY
FAN
PHOTOS
Per Thomand
• Black and Whltt $1Q00(Minlmura Imura Ordir 1,000 1,0.
Glassy Stock
of Elthir Stv)
ci..ck
Orderl
|
with
ADVERTISING CO.
Cou Datrelt 1, Mich.
By ANTHONY GRUNER
Although Princess Margaret and a galaxy
of English nobility were ostensibly the big
attraction at the British charity premiere
of Darryl F. Zanuck's "Island in the Sun"
last week, it was the star who was not there
who stole the headlines the following day.
Apparently Joan Collins, who appears in the
Cinemascope picture, should have been on
hand with Joan Fontaine. Deborali Kerr,
Murray Silverstone and other 20th-Pox personalities
to be presented to Princess Margaret.
According to Miss Collins, she did not
receive an invitation, but this was hotly denied
by 20th-Fox's publicity department who
insisted that invitations had been sent both
to her address in London and Hollywood.
Anyway, the following day most of the press
neglected to use a picture of the premiere,
preferred to edify theii- readers with shots of
Miss Collins cavorting in Cannes. It is doubtful
whether Buckingham Palace was exactly
pleased with the resultant publicity.
Belinda Lee. the blue eyed beauty of the
Rajik Organization, gets her fii-st big break
to become a major European star when she
begins filming for a new French Italian production,
"Aphrodite. Goddess of Love," which
will be made in Italy and Yugoslavia. The
story of "Aphrodite" is laid in ancient Greece
and thousands of extras will be engaged for
huge battle scenes to be filmed in Yugoslavia.
The Rank contract star recently completed
a costume drama. "Dangerous Exile" with
Louis Jourdan at Pinewood. The decision of
the Rank Group to loan out one of their
most valuable actresses is a further sign of
the importance attached by the organization
to the European market.
Carl Foreman's birthday last week resulted
in a major turnout of stars as well as
executives from U. S. companies over here.
Held at the swanky Mayfair Wardroom Club
the executive producer of "Stella." his first
British feature, with William Holden, Sophia
Loren and Ti-evor Howard, got a special visitor,
Miss Hedda Hopper to join in the greetings.
As the evening wore on. the reception
became packed with such film biggies as
Mike Frankovich of Columbia, producer
David Rose. Bob Goldstein of 20th-Pox. plus
such stars as WiUiam Holden, Ti-evor Howard,
Jack Hawkins, Deborah Kerr, Jeff Hunter,
Lex Barker, to mention a few names at random.
Tlie party proved a fitting send-off to
Foreman and "Stella," which he starts shooting
under the direction of Sir Carol Reed.
Juliette Greco, the dai'ling of French existentialists,
has been selected by Bob Goldstein,
head of European productions for 20th-
Fox. to costar with Richard Todd in a new
British film. "The Naked Earth." to be made
in Uganda and MGM Elstree studios. Mile.
Greco has already completed her first fUm
role—that of Georgette, a Montmartre temptress,
in Dai'ryl F. Zanuck's film, "The Sun
Also Rises," while previously she gained stature
as a dramatic actress in the Paris 1955
stage production of "Anastasia." "The Naked
Earth" will be produced by Adrian Worker
and directed by Vincent Sherman.
AlBAti^
The 1,500-seat Utica in Utica is being reconditioned
for an opening in August under
the management of Harold Lewis. The
theatre, dark for several years, had been operated
by Warners and Stanley Warner, on
lease from the Lewis family. Terms of the
lease are said to provide that the Utica be
turned back to the owner in the same condition
it was at the time the renting arrangement
began. Repainting reportedly is
one of the steps taken. Lewis, who last operated
the Lincoln in the Mohawk Valley city,
has been mulling a first run policy for the
Utica, according to stories here. The theatre
is well located in the downtown business
area, next door to the Avon, a Stanley Warner
"B" first run. and is kitty-cornered from Kallet's
first run Olympic. SW's ace Utica house
is the Stanley. The Lumberg Theatre Co. is
the operating name of the Lewis project.
Harry Feinstein, Stanley Warner zone manager,
on a stopover from New Haven, had a
"middling" classification for current business.
Jim Tobin. district manager, called
it "fair." Feinstein was "high" on "Around
the World in 80 Days." Fi-om Albany, Feinstein.
assistant Jim Totman and Jim Bracken
trekked to Utica. Frank Levitt is temporary
manager of the SW Avon there.
Joe Manzella, former usher at the Ritz,
has moved to the Strand. He holds a daytime
position with the city . . Tristate Automatic
.
Candy Corp. is servicing four area
drive-ins: Johnny Gardner's Turnpike in
Westmere. Joe Mu-asola's 9-L Beach at Lake
George, the Dix at Hudson Falls, and the
Unadilla at Unadilla. operated by Gardner
and Al LaFlamme, former Albany indoor
manager. George Schenck. Tristate manager,
reported LaFlamme and his wife Betty
(cashier I well and happy on his last
visit to Unadilla— 100 miles from Albany.
With the transfer of Joe Barry to the Ritz
for the sale of hard tickets to "Around the
World in 80 Days." AI Swett temporarily advanced
Willard Gobel from doorman to assistant
manager at the Strand. Barry, who
performed his first theatrical service as hai'dticket
sales chief for "Tlie Ten Commandments"
in the Ritz. had more recently been
stationed at the Strand. He succeeded Bill
O'Brien, who bowed out to devote full time
to a position with the state division of safety
With. Palace manager, was on vacation.
The Delaware, Stanley Warner art house,
will reopen August 9 with "The Bachelor
Party" . Ullman, supervisor of
Fabian's Mohawk and Saratoga drive-ins,
has aiTanged a Ford giveaway for late August.
Tlie two ozoners will be linked via
phone line for the drawing . . . Hollis Hallenbeck.
projectionist at the Ravena Theatre in
Ravena and for Don Hallenbeck (no relative)
at the Indian Ladder Drive-In, Thacher
Park, is serving in a similar capacity for
Charles F. Hunter, with 16mm product at
the Sharon in Sharon Springs. Hunter, who
started with Friday and Monday evening
shows and planned to add Saturdays, reported
good business with "The Traveling
Saleslady."
Starring in "Westbound," Randolph Scott
will begin his eighth year with Warners.
E-8 BOXOFFICE August 3, 1957

NEWS AND VIEWS THE PRODUCTION CEMTERL
(Hollywood Office— Suite 219 at 6404 Hollywood Blvd., Ivan Spear, Western Manager/
Story About U-Boats
Purchased by U-I
HOLLYWOOD — "Operation Petticoat,"
a
story about submarine warfare during World
War II, was purcliased by U-I, and Gordon
Kay has been assigned to produce the film,
with Blake Edwards writing the screenplay
and directing.
The original story was written by Paul D.
King and Joseph Stone, former members of
U-I's reading department who recently were
elevated to the status of writers.
Film rights to the story of Col. David
"Mickey" Marcus, West Point officer, have
been acquired by Lee Garmes, who recently
formed Academy Artists Productions.
Garmes plans to produce the saga of
Colonel Marcus, the only American buried
at West Point who was killed fighting for a
foreign country, on location in Israel where
the colonel trained the Israeli army to fight
the Israel battle for independence in 1948
and was shot shortly before the truce was
signed.
Twentieth-Fox has purchased "Bachelor's
Baby," a novel by Gwen Davenport, and assigned
it to Henry Ginsberg Productions.
The film rights to "Babe" and "Roxy
Valentine," by Robert Patterson, both of
which appeared originally in Esquire magazine,
have been bought by Robert Carlisle
who will make them independently. CarUsIe
has been a film editor for Hecht-Hill-Lancaster
and a commercial film producer.
"Bantu," an original screenplay by Milton
M. Raison, has been bought by Bahati, Inc.,
for independent production. Johnny Sheffield
has been set to star in the story of an
African state that fights for its independence.
Mori Krushen in Huddle
With NT-FWC Officials
HOLLYWOOD—Pi-omotion plans for forthcoming
UA product were discussed by Mori
Ki-ushen, national exploitation manager, at
a meeting with members of National Theatres
and Fox West Coast advertising and
publicity executives. Attending the huddle
were Thornton Sargent and Russ Brown, NT
and FWC advertising heads, respectively;
staffers Dean Hyskell, Pete Latsis, Jack Case,
Jim Hardiman and UA exploitation represensative
Bill Scholl.
Preproduction Exchange
Of Ideas Suggested
HOLLYWOOD — Producer-exhibitor
conferences
to help boost boxoffice potential of
forthcoming films have been suggested by
producer-writer Louis Garfinkle, partner with
Albert Band in Maxim Productions.
Believing that an exchange of ideas should
be a preproduction project, not something
that is done after the film in finished, Garfinkle
hopes to interest United Artists in a
campaign under which producers releasing
through the company would make regular
trips around the country conferring with exhibitors.
Garfinkle's theory is that discussions
with exhibitors can help guide a producer
and give him the proper insight into
audience prejudices and preferences before
he goes into production of a picture.
Board Denies Todd's Plea
To Reduce '80 Days' Tax
HOLLYWOOD—The Los Angeles board
supervisors, sitting as the board of equalization,
turned down Mike Todd's plea to reduce
the 1957 unsecure property tax on the
assessed residual value of $1,526,900 for the
negative of "Aj-ound the World in 80 Days."
The tax amounts to a reported $105,064.46.
Overriding Todd protests that the firm had
made the maximum number of prints that
it intended to make on the film, the board
held that the valuation was properly based
on the value inherent in the property, regardless
of the firm's limitation of the number
of prints to 60.
Buys Rights to "Precipice'
HOLLYWOOD — Producer David Heilweil
has bought the screen rights to "Precipice,"
a story by Philip MacDonald, and plans it
for independent production late this fall.
Rock 'n' Roll Viewed
As Obscene in
Spain
Hollywood — Two American International
pictures — "Shake, Rattle and
Rock" and "Rock All Night"—have run
into censorship 'trouble in Spain, according
to Vice-President Samuel Z.
Arkoff, recently returned from Europe.
Arkoff reported that rock 'n' roll dancing
is considered "obscene" in Spain and
therefore the above mentioned films have
been banned in that country. However,
rock 'n' roll films continue to find popularity
in England and other parts of the
continent, he said.
of
'Morningstar' Lead
Goes to Gene Kelly
HOLLYWOOD—Warner Bros, has inked
Gene Kelly for the much sought after part of
Noel Airman in Milton Sperling's production
of "Marjorie Morningstar," which Irving
Rapper directs with Natalie Wood in the
title role. Production is slated to start in
New York August 19.
Victor Mature has been signed to star in a
romantic-adventure story, "Time is a Memory,"
to be produced and directed by Frank
Borzage for Batjac Productions for United
Artists release. The story, scripted by Kitty
Buhler, concerns an American Air Force captain
and an Oriental girl who fall in love
amid the chaos of World War II in China.
Shooting is scheduled for August 15.
Betsy Palmer has been assigned to a starring
role in "The Grasshopper," which Bryan
Foy will put before the cameras this month
with Lewis Seller directing. Miss Palmer,
who recently completed "The Tin Star" on
loanout to Paramount, will be seen in the
new film as a housewife and mother who becomes
an undercover agent to help break up
a narcotics ring. The screenplay is by John
Kneubuhl.
Edward Muhl, U-I head of production, has
signed John Saxon, one of the studio's upcoming
young actors, for the lead opposite
Sandra Dee in "Teach Me How to Cry,"
forthcoming drama based on Patricia Jordy's
off-Broadway play. Saxon will portray a
teenage youth who falls in love with Sandra.
He just completed starring in "Summer Love,"
U-I's sequel to "Rock, Pretty Baby."
Veteran character actor James Gleason was
signed by producer-director Hal Kanter for
a featured role in U-I's comedy, "Once Upon
a Horse." Gleason will essay the role of the
town postmaster.
Jack Okey to Design Sets
For New Whitney Film
HOLLYWOOD—Jack Okey, art director for
the first two C. V. Whitney productions, "The
Searchers," and "The Missouri Traveler,"
has been inked to design the sets for Whitney's
next film, "The Young Land," slated
to start this month.
Okey, reportedly an authority on old^western
architecture, will create a complete Mexican
village in the California of 1848 as one
of the key sets of the Technicolor production
starring Patrick Wayne.
BOXOFFICE August 3, 1957 W-1

x^
ADMIRE GOLF TROPHY — Variety
Club members AI Hansen, Ezra Stern and
Len Srere, left to right, join Carolyn
Craig, Allied Artists starlet, and Miss
Variety Club of 1957, in displaying the
cup emblematic of the Club Golf Tournament,
which was won by Judy Poynter at
the Lakeside Golf Club. Calcutta winner
was Joe Tuohy of Fox West Coast
Theatres.
Owen Crump Will Produce
Series for Bell System
Warner has signed
HOLLYWOOD—Jack L.
Owen Crump to produce a series of four onehour
color films on science to be made by
Warners for the Bell Telephone System. The
series will be produced for television and
schools.
Crump, a writer-producer-director who was
formerly associated with Warner Bros., will
work under the direction of Warner and with
Walter Bien of the Warner Bros, television
commercial and industrial subsidiary.
Wayde Preston, six-foot, four-inch Warner
Bros, contract actor, has been assigned the
starring role in Colt .45, the studio's new
weekly half-hour western series to be shown
over ABC-TV, beginning September 6.
Pi-eston will play the role of Christopher
Colt, nephew of the famed gun inventor.
M. Jurow Quits Columbia
HOLLYWOOD—Martin Jurow, a production
executive with Columbia Pictures for the
past six months, has departed the studio,
his contract having been terminated by mutual
consent. Prior to affiliating with Columbia.
Jurow was with the William Morris
Agency in New York. He has said he expects
to announce a new connection within the
next two weeks.
'Lineup' to Don Siegel
HOLLYWOOD — Columbia Pictures has
inked Don Siegel to direct "Lineup," the
theatrical version of the CBS-TV series dealing
with the San Francisco police force.
Frank Cooper will produce the film which
is slated for a September start.
'Money Tree' Purchased
HOLLYWOOD—Film rights to "The Money
Tree," a magazine story by Ernest K. Gann,
have been purchased by Robert Welch and
agent Lester Linsk for independent production.
Robert Riley Crutcher has adapted the
screenplay.
SDG Meeting Elects
Willis Goldbeck
HOLLYWOOD—The Screen Directors Guild
elected Willis Goldbeck chairman at its annual
meeting. David Butler was elected .second
vice-president and Delmer Daves, secretary.
Re-elected were George Sidney, first
vice-president, and Lesley Selander, treasurer.
SDG's education and benevolent foundation
re-elected David Butler, chairman: Willis
Goldbeck. first vice-chairman; George
Archainbaud, secretary; Lesley Selander,
treasurer. Emmett Emerson, president of
the assistant dii'ectors council, was elected
vice-president.
lATSE officials noted an increase of employment
among film technicians and backlot
workers, with Herb Aller, cameramen's union
head, observing that unemployment in his
craft is down to 10 per cent after being as
high as 30 per cent in the past. He commented
that the same applies to sound and
film editors, and attributed the upswing to
accelerated telefilming.
In accordance with Aller is George Flaherty,
lA international representative in
Hollywood, who added that shortages are
being noted among certain top technicians,
grips, carpenters, laborers and painters. However.
Flaherty stated that the employment
increase may be of short duration, adding
that projectionists are still feeling a dearth
of jobs.
The Composers and Lyricists Guild is currently
negotiating a basic agreement covering
the craft with the major studios. Tlie
Guild, recently certified by the NLRB as
bargaining agent for the writers of film
music scores, in addition to drafting a standard
contract for services of members to replace
the various forms now used, will negotiate
on television reuse of original scores.
A new tax reform bill in Congress whereby
individuals and companies in the entertainment
business would get a tax break by cutting
of unfair surtaxes, among other things,
is being considered for all-out support by
the industry.
The Screen Actors Guild already has endorsed
the objectives of the measure, and the
Motion Picture Industry Council will take the
matter up at its meeting next month. In addition,
the bill will come before the Hollywood
AFL Film Council.
Speaking for SAG, John Dales, national
executive secretary, stated: "We have endorsed
the objectives of this bill. We are for
any tax reform which will help production
instead of causing it to go abroad. A tax reduction
bill is necessary to encourage business."
A new scholarship award for film students
at UCLA and USC has been set up by the
Screen Directors Guild educational and
benevolent foundation, according to David
Butler, chairman of the foundation.
The foundation will supply tuition each
year to one graduate student from each of
the schools, plus, if necessary, up to $1,000
per year subsistence for each. In addition,
each award recipient will have the opportunity
of spending 40 hours on the set with
a director, these hours to count toward course
credit.
C^cecuiUte ^^uhabU^I
West: Irving Rapper returned from New
York after final preparations for "Marjorie
Morningstar."
East: U-I production head Edward Muhl
planed to Gotham for conferences on the
studio's forthcoming "Bon Voyage."
West: Director Richard Thorpe returned
from a Florida vacation.
East: Sol C. Siegel and George Englund
left for New York for parleys with MGM
home office executives on exploitation for
"Les Girls."
East: James H. Nicholson, president of
American International Pictures, and Leon
Blender, general sales manager, planed to
Chicago and New York for circuit and independent
exhibition meetings to outline AIP's
1958 production plans.
East: Producer Samuel Fuller flew to
Gotham for confabs with U-I officials regarding
promotional activity on "Run of the
Arrow."
East: Alfred E. Daft, U-I executive, planed
to New York for a series of conferences with
home office toppers.
West. Four Paramount home office executives.
Hugh Owen, Sidney Deneau, Sid Bluminstock
and Russell Holman, arrived to join
in conferences with studio executives.
West: Lloyd E. Young, producer of World
Horizon's "Mark of the Hawk," planed in to
discuss distribution for the film.
West: David A. Lipton, U-I vice-president,
returned to his studio desk from Japan,
where he was the studio representative at the
company's far east sales convention.
Helmut Kautner Works
On First American Film
HOLLYWOOD—Helmut Kautner, noted
German director, is here to start preparation
for his first American film, Universal-International's
"Teach Me How to Cry," which he
will meg as his first a.ssignment under his
multiple-picture contract with the studio.
Ross Hunter will produce the picture which
will star Sandra Dee and is based on Patricia
Joudry's play.
Back to Broadway Role
HOLLYWOOD—Rosalind Russell has returned
to Broadway to resume her starring
role in "Auntie Mame" following a five-week
vacation at her home here. The actress will
return in January to report to Wai'ner Bros,
to star in the filmization of the stage play.
Ross Hunter to 'No Power'
HOLLYWOOD—Ross Hunter has been set
by U-I production head Edward Muhl to produce
"No Power on Earth," a dramatic original
story by Jay Anthony which previously
was on Aaron Rosenberg's schedule.
W-2 BOXOFFICE August 3, 1957

tL
New Releasing Deal
By H-H-L and UA
HOLLYWOOD— Harold Hecht and Arthur
B. Krim. president of Hecht-HUl-Lancaster
Companies and United Artists, respectively,
have announced completion of a new
multiple picture releasing deal between H-
H-L and UA involving a production outlay of
$26,000,000.
The agreement calls for H-H-L to deliver
six additional pictures in 1958 and 1959 in
addition to the three pictures remaining
under an earlier contract. The six pictures
are "The Unforgiven." "The Catbird Seat."
"Ballad of Cat Ballou." "Kimberley." "Tell
It on the Drums." "The Rock Cried Out"
and "The Rabbit Trap." Burt Lancaster will
star in four of the pictures listed.
Still to be delivered under the old agreement
are "Run Silent, Run Deep," "Separate
Tables" and "The Way West."
Zabel, Schenck and Koch
Sign New Warner Deal
HOLLYWOOD—Producers Edwin P.
Zabel.
Aubrey Schenk and Howard Koch, who recently
completed "Untamed Youth" for
Warners release, have signed a multiplepicture
deal with the studio with the films
to be shot under the banner of Lakeside
Pictures. The three men also head Bel-Air
productions, which releases for United Ai'-
tists.
The first Lakeside picture, "Hell's Highway,"
will be produced by Schenck and
directed by Koch, to be followed by "Born
Reckless."
Vogel Counts on Support
Of Industry Toppers
HOLLYWOOD—In a surprise visit to
MGM last week, Joseph R. Vogel, president
of Loew's. Inc., expressed pleasure at the
support he says he has gained following his
widely publicized statement regarding the
Joseph Tomlinson-Stanley Meyer faction.
According to Vogel, top industry figures
have offered to serve on Loew's board of
directors should he win a vote of confidence
from stockholders at the scheduled September
12 meeting, which he called to oust
Tomlinson and Meyer who reportedly have
been trying to win control of the company.
Music by Gerald Fried
HOLLYWOOD—Producer James B.
Harris,
who recently completed Bryna's "Paths of
Glory," arrived from Munich to sign Gerald
Fried to compose and conduct the music
for the Kirk Douglas starrer. Fried, who
gained attention with his score of Harris-
Kubrick's "The Killing," will return with
Harris to Munich early next month for his
assignment.
Chore to Matty Malneck
HOLLYWOOD—Matty Malneck has been
inked by Producer Arthur Hornblow as composer-conductor
of the musical score for
"Witness for the Prosecution," for UA relea.se.
Malneck also will arrange the music
for "I May Never Go Home Again," a German
beer garden song which Marlene Dietrich
will present in the film.
BOXOFFICE August 3, 1957
WHILE
under existing circumstances
straw-grasping on the part of the
nation's exhibitors is entirely understandable,
there are times when such gestures
of desperation reflect a penny-wise-poundfoolish
policy that in the final analysis is
costing them additional moneys in film rentals.
One such is the constantly-expanding
habit among first run theatres of varying
the day of the week on which new programs
are debuted. This modus operandi exists
despite the conclusion—and it is one that
seems to be becoming ever more generally
embraced—that theatre operation is developing
into a weekend business.
Moreover, available current statistics substantiate
this opinion. There was a timeprior
to the growth of television—when the
average exhibitor could expect that 50 per
cent of a week's take would result from Saturday
and Sunday patronage, while the remaining
50 per cent would come during the
other five days of the stanza. Now, indications
are that approximately 70 per cent
finds its way into theatre tills on Fridays.
Saturdays and Sundays—which means, of
course, that a mere 30 per cent comes during
the remaining four days.
Parenthetically, there's a paradoxical facet
to these figures, inasmuch as it is on Saturdays
and Sundays that video puts forth its
best foot. The analysts probably can find
many theories in explanation. One could be
that it is a paucity of leisure time among
busy Americans, rather than the competition
from TV, that is the dominant factor in
causing midweek business doldrums.
Be that as it may, and returning to the
point these paragraphs essay to stress, many
situations throughout the country are opening
new bills on Tuesdays. Wednesdays and
Sundays. A few examples:
The Broadway Capitol. Detroit. Sundays;
the State-Lake. Chicago, Tuesdays: while a
majority of houses—both hardtops and driveins—in
the Los Angeles area kick off new
programs on Wednesdays.
Resultantly, the distributors are confronted
with the necessity for spending money for
two so-called opening advertising shotsone
when the picture debuts and a repeat a
few days later in order to take every possible
advantage of the lusher weekend trade. Many
distribution masterminds opine that this duplication
adds up to a woeful waste every
week of thousands of advertising dollars.
On a recent occasion this evil was circumvented
by Allied Artists in connection with
the Los Angeles inauguration of its widelypraised
"Love in the Afternoon." Originally
the picture, in its first national pre-release
engagement, was scheduled to open on a Wednesday
at the Egyptian Theatre in Hollywood
and the RKO Hillstreet in downtown Los
Angeles. Because the film company realized
that an above-average expenditure was indicated
to launch "Love" in its first booking,
and that it would be required to duplicate
costly newspaper space to realize the weekend
potential, it prevailed upon the United Artists
and RKO circuit managements to push
back the opening to Friday.
The theatres agreed to this on the provi-
sion that AA, in turn, would sacrifice the
last two days of its last-week run. Because
the drive-ins in this territory have a firm
policy of opening only on Wednesdays, the
Egyptian and RKO Hillstreet had to protect
a Wednesday opening for themselves for the
bill that was to follow "Love."
Now, an exhibitor may feel that it is none
of his concern when a distributor is confronted
with a double advertising bite. This
is fallacious reasoning, because they can rest
assured that somewhere, somehow along the
line these dollars wasted in duplicated .space
expenditures find their way into film rental
costs. That's unavoidable if the distributor
wants to stay in business. So, there's an example
that's well worthy of consideration in
the deal that AA worked out locally.
Although the transport of time has gilded
them with a certain aura of venerability,
nonetheless unfathomable are the mental
machinations of Hollywood's title-thinker-uppers.
Out Burbank way, the Freres Warner
have been beaver-busy manufacturing a forthcoming
feature of considerable dimensions
under the tag, "Lafayette Escadrille." One
needed no gift of clairvoyance to assume that
the Tab Hunter-Etchika Choureau starrer
concerned itself with the widely-acclaimed
exploits of an honorable flying-fighting group
from which stemmed one of the most romantic
and respected facets of World War I.
During the picture's production period,
Warners' drum-beaters devoted sizeable
amounts of brains—you should pardon,
please, the expression—and bucks to publicizing
the venture; and because of its appealing
subject matter succeeded in garnering no
small amount of space.
Then, just as the movie was nearing release,
its title was changed to "With You in
My Arms," thereby nullifying to a large extent
the work and wampum that went into
its advance ballyhoo.
Yesteryear's pilots were familiar with the
need for "flying by the seat of their pants,"
but not since Icarus, who tried to fly to the
sun with wax-fastened wings, have arms been
so ridiculously employed for soaring into the
wild blue yonder.
And another inexplicable contribution to
the tag-triflers' corner comes from Charles
Moses, he who tickles the welkin on behalf
of Bel-Air Pi-oductions. When that independent
outfit, whose steady flow of product
is distributed by United Artists, launched a
li'l number yclept "Dope Ship," Charming
Chuck made a concerted and reasonably successful
bid for recognition because, he
claimed, here was the first picture title that
employed the word "dope" following the Production
Code's mitigation of restrictions on
motion pictures' truck with narcotics.
Now— — it says here "under pressure of adverse
comments from exhibitors and film
trade journalists. Bel-Air Productions has
changed the title of 'Dope Ship' to 'Cargo X,'
it was announced by Edwin F. Zabel."
X, Y, or Z—the switch in handles is dopey
enough.
W-3

. . Incidentall.v.
. . Connie
. . Ben
LOS ANGELES
. Pink and Bob
.
TXT'endcll Bjorkman, Pacific coast district
manauer of Buena Vista, announced that
his division was first in a recent collections
drive. All personnel were gifted with four
weeks pay . Bjorkman is currently
recuperating at his home after an
automobile accident
Siegel have broken
. . Sid
ground for their new
theatre in Covina . Baker, Herald-
Express theatre guide representative, welcomed
a baby son July 22 Peskay,
Aladdin Enterprises executive, was out of the
hospital after a routine checkup.
Sam Herman, mother of Jack and Izzy
INIrs.
Berman. of Aladdin Enterprises, celebrated
CORRECTION
SEE OUR FULL PAGE AD IN
BOXOFFICE JULY 20
NO DATES AFTER SEPT. 7957
DUEL IN THE SUN
COLOR
Contract Runs Out Sept. 29, 1957
130 Minutes
3 SHORTS IN COLOR
• WORLD IN A MARSH... 21
Mins.
• BLACK PANTHER 34 Mins.
Starring SABU
• WHITE TAIL BUCK 34 Mins.
R T PICTURES. INC.
(Formerly Dimension Pictures)
2075 Broadway
Denver, Colo.
MA. 3-0373
204 E-1 So.
Salt Lake City, Utah
EM. 3-9142

DOUBLE BOXOFFICE BLOCKBUSTER I NO. 13
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252 East First South
SALT LAKE CITY, UTAH

I
THEATRICAL
. . . 2
. . . Mel
. . . Harry
. . Frank
. . Kay
'80 Days' Gels Better
With Age in Seattle
SEATTLE—The big news was still "Around
the World in 80 Days," which completed a
terrific 15th week with 400. Like old wine, it
is drawing better as the weeks go by. "Saint
Joan" opened at the Music Box with an uninspired
95.
(Averoge Is 100)
Blue Mouse—Around the World in 80 Doys
(UA), 15th wk 400
Music Box—Soint Joan iUA) 95
Music HqII—The Curse of Fronkenstein iWB) 135
Orpheum— Night Passage (U-l), 2nd wk 100
'Passage' and Bible Film
About Tied at Denver
DENVER— 'Night Pa.ssage," in its second
week at the Paramount, and "Ten Commandments,"
in a moveover to the Aladdin following
13 weeks at the Denham, were about tied
as far as money was concerned. "Passage"
was to get two days in the third week.
Aloddin—The Ten Commondmertts (Para), after
1 3 weeks at the Denham 400
Centre—Love in the Afternoon (AA), 2nd wk .. . 85
Denhom—Loving You (Para), 2nd wk 75
Denver—Giant Claw (Col); Night the World Exploded
(Col) 80
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Eoit ond Lokeshorc Drive- Ins Midnight Story
(U-l); Joe Dakota (U-l) 110
Orpheum—Gun Glory (MGM); Seventh Sin (MGM) 95
Poromount—Night Possage (U-l), 2nd wk 130
Tabor— Around the World in 80 Doys (UA),
I Ith wk 100
Vogue—Green Man iDCA) 150
'Silk Stockings' Leads
Angeleno Openers
LOS ANGELES—"Silk Stockings" led the
local openers with 165 per cent, followed by
"Night Passage" which chalked up 115.
"Seven Wonders of the World" continued to
rise in it.s eighth stanza, scoring 215, and
"Aiound the World in 80 Days" skyrocketed
on to an impressive 390 in its 32nd week.
"Torero," an art house showing, maintained
its 200 points in its .second round.
Beverly Canon—A Town Like Alice (RFDA) ... 75
Corthay Circle—Around the World in 80 Days
(UA), 32nd wk 390
Chinese—An Attoir to Remember (20th-Fox) . I
Egyptian—Love in the Afternoon (AA), 6th wk. 90
Fine Arts—The Risina o» the Moon (WB), 2nd wk. 45
Four 5tar—The Moon is Blue (UA), Barefoot
Contessa (UA) 65
Fox Beverly, Hawaii, Hillstreet—The Delicate
Delinquent (Pora), 2nd wk 75
Fox Wilshire—The Pride ond the Passion (UA),
5th wk 165
Pontages—Silk Stockings (MGM) 165
Paramount Hollywood—Beau James (Pora),
4th wk 80
Paramount Downtown, New Fox, Uptown— I Was
a Teenage Werewolf (AlP); Invasion of the
Saucer Men (AlP) 75
Vagabond—Torero (Col), 2nd wk 200
VVorners Beverly—The Ten Commandments (Para),
37th wk 155
Warners Downtown, Wiltern, Hollywood—Night
Passage (U-l); The Kettles on Old MacDonold's
Form (U-l) 110
Warners Hollywood—Seven Wonders of the World
(Cineramo), 8th wk 215
"Pride and Passion'
Huge 350 in Frisco
SAN FRANCISCO--Far ahead of its nearest
competitor "The Pride and the Passion"
opened at the United Artists Theatre with
the most spectacular barometer reading Market
street has seen in too long, a blasting
350. All first run showings, however, proved
average or well above it.
Fox—An Affair to Remember {20thJFox) 170
Golden Gate— Night Passage (U-l) 100
Paramount—The Delicate Delinquent (Paro) . . . . 1 50
St. Francis—Beau Jomes (Paro) 110
United Artists—The Pride and the Passion (UA) 350
Warfield—Silk Stockings (MGM) 160
Business Spurt in Portland;
"80 Days' Again at 350
PORTLAND—The theatre business spurted.
"Around the World in 80 Days" again grossed
350 with "The Curse of Frankenstein" and
"Loving You" chalking up to 200 per cent
each.
Broadway— Around the World in 80 Days (UA),
16th wk 350
Fox—An Affair to Remember (20th-Fox), 2nd wk. 120
Guild— Rebecca (20th-Fox), 2nd wk 125
Liberty— Night Passage (U-l), 2nd wk 100
Orpheum—The Curse of Fronkenstein (WB)....200
Paramount— Loving You (Paro) 200
Theatre in Coulee Dam
Closed by Rod Hartman
COUl.EE DAM, WASH —Rod Hartman has
shuttered the Coulee Dam Theatre after 16
years of continuous operation by members
of his family. Hartman is operating the
Roosevelt Theatre in neighboring Grand
Coulee under lease from R. A. Gardner, and
opens the Coulee Dam occasionally to show
tourist movies under arrangements with the
U. S. Bureau of Reclamation.
Sherman to Everett Cantrall
GRASS VALLEY, ORE.—Everett Cantrall,
who operates the theatre here, has taken over
the Sherman at Moro from Mr. Hartley.
SAN FRANCISCO
TJp from their Los Angeles headquaiters for
a meeting with local executives were
Sherrill Corwin, president, and Harold Citron,
general manager of North Coast Theatres
Hulling, Allied Artists franchise
holder, returned from a business trip to Portland,
Seattle and Los Angeles . Harris,
UA manager, is serving distributor
as
chairman for the northern California Will
Rogers Memorial Hospital drive.
Jack Marpole, manager for Motion Picture
Service, returned from a New York meeting
with executives of National Screen Service
Weaverling, local Republic salesman,
has been transferred to Seattle . . .
Pi'ank Schiendler, former RKO manager, is
reported working for N. P. "Red" Jacobs,
Favorite Films, in Los Angeles . Hackett,
MGM booker; Betty Gamble, U-I head
booker, and John Boyle, Paramount Theatre
manager, returned from vacations . . . Robert
Mochrie, MGM division manager, and
Herman L. Ripps, district manager, conferred
with S. J. Gardner, resident manager
and John Coyne, assistant.
Billy Gaxton, who started at the old Central
Theatre in San Francisco 40 years ago, returned
to his hometown as a delegate to the
annual convention of the American Federation
of Television and Radio Actors. After
the convention, Gaxton stated, he was going
to sit around for two weeks and love San
Francisco to pieces . . . Top officials of the
union no sooner arrived for their annual
convention than they condemned pay TV.
Singled out for special criticism was the attempt
to get pay TV franchises here and in
Los Angeles for broadcasting big league baseball
games. Conoway, executive secretai-y of
the AFTRA, said he thought the question
of pay TV is the major issue facing the convention.
Shirley Temple, who lives in this area, said
at a press conference that 20 of her old films
have been released to television. Acting as
master of ceremonies for the press conference
was Melvin Helitzer, a director of the Ideal
Toy Corp., which will sponsor Miss Temple's
TV appearances.
MGM Music Dept. Now
At Peak of Year's Work
HOLLYWOOD—Peak activity for the year
was hit by MGM's music department, with
eight pictures now filming or being readied
for release in various stages of music preparation.
Johnny Green, studio music director,
is completing the scoring on "Raintree
County," and also near completion are
"Don't Go Near the Water," by Bronislau
Kaper; "Until They Sail," by David Raskin;
"Les Girls," by Adolph Deutsch, and "Jailhouse
Rock," by Jeff Alexander.
Ted Taylor to Perlberg
HOLLYWOOD—Unit publicist Ted Taylor
has re.signed from the Paramount publicity
department to join Perlberg-Seaton as executive
assistant to Producer William Pearlberg
and writer-director George Seaton. Taylor,
with Paramount since 1956, will function primarily
as story editor for the independent
company.
W-6 BOXOFFICE August 3, 1957

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BOXOFHCE ;: August 3, W-7

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SEATTLE
The Variety trophy at the annual Variety
Club Filmrow golf tournament, held Friday
at the Rainier Golf and Country Club,
went to Bill Stahl of National Theatre Supply
with a 72 score. The Ed Lamb trophy was
won by A. Marion; the Calcutta tournament
was taken by Bud Saffle with a net of 63.
and the Josuah Green-J. T. Sheffield trophy
for oldtimers was won by B. P. Shearer. The
Herb Sobottka trophy for women's low gross
went to Mrs. Joliii Hanirick.
Rev Kniffin. 20th-Fox district manager,
was here from Los Angeles for local staff
Following the success of its
meetings . . .
recent Sinati-a and Belafonte concerts,
Northwest Releasing is setting dates for fall
shows, which will include the Louie Armstrong
concert, the American Ballet and "Rivalry,"
star-ring Raymond Massey. Brian Donlevy,
Agnes Moorehead . Barbara Lumbert
left Sterling's accounting department in anticipation
of a blessed event. Mary Lou Stewart,
cashier at the Uptown, filled the vacancy
at Sterling.
Sonja Johnson, 20th-Fox staffer, married
Mike Shepherd . J. Engerman of
Northwest Releasing returned from a vacation
on Orcas Island . . . Filmrow visitors included
Bobby Phillips, Hollywood; Marrie
Nimmer. Y Drive-In. Spokane; Mr. and Mrs.
Stanley Groshong. Olympic, Arlington; Al
Fernandez. Clallam Bay. and Peter Barnes,
over from Moses Lake and Okanogan.
N. H. Klaus is the new owner of the Sedro
Woolley Theatre, Sedro 'Woolley, having purchased
it recently from Mi's. Emma Ridgeway
Chilton Robinetts returned well
tanned from their- Hawaiian vacation.
Sterling key personnel who will man the
circuit's new bowling lanes this fall are getting
ready to take over when the architects,
contractors ax»d construction crews have completed
their work. Jack Siegmund. Sterling
bowling coordinator, and Larry Bishop, bowling
maintenance supervisor, attended the
Brunswick automatic pinsetter school in May,
where they learned to service the equipment
which will be installed in the Queen Anne,
Lewis and Clark and Bellevue bowls. 'Vic
Solum and John Floyed are also attending
this school in Los Angeles. Jack Siegmund
and Roy Lowrey recently returned from an
operators' school in Chicago. Sterling per-
.sonnel attending a recent instructors' .school
here included Ralph and Addie Nagley, Jim
Miller. Roy Lowrey and Jack Siegmund.
AA Signs Pact With NSS
To Handle Accessories
HOLLYWOOD—Allied Artists has signed a
three-year agreement with National Screen
Service to handle the manufacture and distribution
of the film company's posters and
accessories on a wordwide basis, it wa,s announced
by President Steve Broidy.
Negotiations between National Screen and
AA were conducted by Edward Morey, AA
vice-president, and George Dembow, National
Screen president. Production and distribution
of AA trailers will not be affected by the
new pact inasmuch as they have been handled
in the past by National Screen and will
continue to be handled in the same manner.
Jeanne Carmen Will Tour
For 'Legend of the Lost'
HOLLYWOOD — Actress Jeanne Carmen,
recently tested by Batjac Productions, has
been set to act as "Goodwill Ambassadress"
for Batjac-Panama's "Legend of the
Lost," UA release starring John Wayne,
Sophia Loren and Rossano Brazzi.
Miss Carmen will make a key-ciey promotional
tour at the time of the film's release,
visit newspaper editors, UA branch offices
and avail herself for any other exploitation
created by the independent company and UA.
She is slated to fly to London next month to
attend the initial screening of the picture and
to be briefed on the history of the film's production
in North Africa and Rome.
Keith Pack Is Taking Over
As Salt Lake WB Manager
SALT LAKE CITY—Keith Pack, Warner
Bros, salesman here since 1936, has been appointed
branch manager by Roy Haines, general
sales manager. He succeeds William F.
Gordon, who is retiring after 33 years as
Warner Salt Lake City branch manager. Gordon
will continue in an advisory capacity
for the company.
Pack joined Warner Bros, in Salt Lake
City in 1926 as a booker.
DENVER
lUearly $4.50 damage was done by vandals
when they broke into the Vogue Art
Theatre, according to Dick Packer, manager,
Packer said the rogues slashed some paintings
that were on display, some of which had
already been .sold; couches and chairs were
ripped, and walls were sprayed by fire extinguishers
... A committee, named by Mayor
Will Nicholson, to find new tax sources, has,
among other things, suggested a 5 per cent
tax on admissions. However, the mayor and
the city council seem to favor a 1 per cent
tax on incomes, which would include persons
living outside of Denver but earning their
salaries inside the city.
The WOMPIs gave a farewell luncheon for
Mary Ann Hogle, secretary at MGM, and retiring
president of Chapter 10. She is going
Carl Peppercorn, vicepresident
to Oregon to live . . .
of Continental Pictures, and Hai-ry
Thomas, Los Angeles, western representative,
Loretta F.
were in calling on clients . . .
Isaak has been added as shorts booker at
Buena Vista . . . Addie Tracy,
the MGM exchange, died.
.secretary at
Robert Bodie, National Screen Service salesman,
went to Milwaukee, his former home,
to spend a vacation . Parsons, manager
at National Screen Service, went to New
York for a sales meeting.
C. L. Canda jr. of the Canda Theatre at
Westcliffe, Colo., corrects a recent item that
an MGM crew is shooting "Saddle in the
Wind" in the vicinity of Canon City. "While
it is true that most of the personnel were
living in Canon City," Canda writes, "the
actual shooting was done in the immediate
vicinity of Westcliffe. The old ghost town of
Rosita was used for one set and the Sangre
de Christo range was used at all times as
a background. The range is not even visible
to Canon City residents. Rosita was the
birthplace of Ralph Carr, one of Colorado's
great governors."
Program to Alaska TV
HOLLYWOOD—The first territorial distribution
of Gross-Krasne's "O. Henry Playhouse,"
was revealed by the production-distribution
company with the announcement of
a sale to KTVA-Anchorage and KTVF-Fairbanks
in Alaska. Sold on a 52-week programming
basis, the sale placed the Thomas Mitchell
starrer in its 210th market.
TRAILERS
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I HOLLYWOOD—Jane Greer went to San
Francisco to start a seven-city tour in connection
with promotion for "Man of a Thousand
Faces," in which she stars with James
Cagney and Dorothy Malone. Prom San Francisco.
Miss Greer goes to Dallas, Houston,
New Orleans, St. Louis, Chicago and New
York. She also will attend the world premiere
of the picture at the RKO Palace Theatre
in New York August 13.
Moves to Boise Area
GRACE. IDA.—Lyle Tuttle, theatre operator
here the last 15 years, has returned
the management of the Idan-Ha Theatre back
to the owners, John Wallace and Jack Lauritson,
and will move to the Boise area, where
he hopes to go into stock ranching.
Goes Back to Alliance
PASCO, WASH.—Ed Hickey, manager here
for the Midstate Amusement Corp., has returned
to Chicago for reassignment by the
Alliance circuit, Midstate parent organization.
Herbert Stuart, formerly of Coeur
d'Alene, took over as manager of the Liberty,
succeeding Ross Gosney, transferred to the
River-Vue Drive-In.
Has Family Discount
COLUMBLA PALLS, MONT.— Ernie Massman
has started family discount plan at
his Park Theatre, under which father and
mother and all the children are admitted for
only $1.50.
The screenplay for Warners' "The Nun's
Story" will be wi'itten by Robert Anderson.
W-8 BOXOFFICE August 3, 1957

',1..
Pickup Noted in Films
Produced in Britain
CHICAGO—Sam Gorelick district manager
here for Rank Film Distributors of America,
Inc., reported a pickup of interest in films produced
in England. He said exhibitors generally
express the opinion that since the opening of
"Around the World in 80 Days" there is a
keen interest in the British-type wit and
humor, and that this reaction is proving
very beneficial to the new crop of films
which Rank is launching.
Gorelick just returned from Milwaukee,
where he booked a combination of "Ti-iple
Deception" and "Reach for the Sky" for
early September showing at the Alhambra.
Kenneth Hargreaves, Rank president, was
here last week. He said: "We are certain
that these films will also whet the American
public's insatiable taste for pictures which
incorporate new ideas and bold techniques,
authentic locales, and fresh, new personalities."
Hargreaves announced that some of the
forthcoming Rank releases include "The
Spanish Gardener," based on A. J. Cronin's
novel and "Giselle"; "A Tale of Two Cities,"
"The Naked Truth," "Checkpoint," "A Town
Like Ahce," "The Pursuit of the Graf Spee"
and "An Alligator Named Daisy."
Supply Creditors to Get
Five Cents on Dollar
ST. LOUIS—General creditors of the defunct
McCarthy Theatre Supply Co. will receive
slightly more than five cents on the
dollar under the final ai-rangement of the
company's creditors held last week.
At the final meeting there was a healing
on a reclamation petition presented by 20th-
Fox, landlord to the theatre supply company,
seeking to have the rent due placed
on the same basis as secured claims. The
film corporation was denied the reclamation
basis, but its claim was allowed on a general
claim basis for $450. A hearing was had
at the gathering on the trustees' petition to
dispose of the books and records of the Mc-
Carthy company and the trustees were authorized
to destroy or otherwise dispose of
the books and records. Allowances for their
services were made as follows; $100 to the
trustee plus $15 for expenses, and $200 to the
attorneys for the bankrupt. A first and final
dividend of 5.113 per cent was then declared
on the unsecured claims.
To Reopen Frisina
TA'YT.ORVILLE, ILL.—The Frisina Amusement
Co. of Springfield, 111., plans to reopen
the Frisina Theatre August 16 with "An Affair
to Remember," booked for five days.
"Johnny Ti-emain" will open August 23. The
decision to reopen the Pi-isina was made because
"The Ten Commandments" will open
at the circuit's Capitol and is expected to hold
for several weeks. Usually the Frisina is
closed during the drive-in season.
'Commandments' in 3rd Week
QUINCY, ILL.—"The Ten Commandments"
is in its third big week at Publix's Washington
Theatre here. Originally it was booked
for only two weeks but big business resulted
third week.
in holding for a
Kansas City Film Folk Dedicafe
Bob Withers Memorial Cottage
KANSAS CITY—One hundred
and ten men and women of the
motion picture industry met at
YMCA Camp Santosage near
Blue Mills, Wednesday noon (31
to dedicate the cottage which was
presented in memory of the late
Robert F. Withers by his friends
in the industry. In advance of the
dedication itself, visitors inspected
the cottage and greeted Mrs.
Helen Withers, Bob's widow. The
cottage has facilities for eight
boys and a counselor.
Arthur H. Cole addressed the
group briefly, pointing out that
the occasion should be one not
of mourning but rather of joy
and spiritual satisfaction in the
knowledge that Bob Withers lives
on in the memory of countless
friends and in a memorial that
will serve youth—one of Withers'
greatest interests. Cole recalled
that no one was ever turned away
who came knocking on Withers'
door and added that no memorial
could please Withers more than
the one chosen, citing his own
deep gratitude at being similarly
honored. He then called on Dick
Brous to read the words on the
memorial plaque. The text;
Itis
ROBERT F. WITHERS
This man represented goodwill infallibly to all who
knew him! He wos a genial man, with a rare sense
of humor and o sincere love for people. A man by
the name of Coleridge once said: "Common sense
in an uncommon degree is what the world calls wisdom."
This man was o fulfillment of that philosophical
observation.
His joys stemmed fron a life-long desire to help
those thot came to his d( r, finding that door
open. He gave freely of IS wisdom because
heved in the greatest of all rules of
be-
life—the
olwoys
he
Golden Rule.
Robert F. Withers was a native Kansas Citian. He
was a veteran motion picture executive, leaving a
career which began in 1919 as an independent ex-
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hibitor after attending Westminster College in Fulton,
Mo.
Bob, in addition to being branch manager and
franchise holder of Republic Pictures Midwest Film
Distributors, was vice-president of the Crest Investment
Co., a member of the board of directors of
Commonwealth Theatres; a charter member of the
Motion Picture Ass'n of Greater Kansas City; a member
of Ararat Shrine, the Sweoringen-Lovery Post of
the American Legion and also held membership in the
Unity Society of Practical Christianity. He was a
Navy veteran of World War I.
His greatest accomplishment, which added immeasurably
to his zest for living, was his ability
as a confidant tor an interminable list of friends from
the long years. He once said: "I love to meet the
grasp of a hand that gives me a thrill."
May Bob Withers' grace and goodness inspire all
who read this plaque, for here was a man who was
successful in the world of business, but more especially
Theatre on Auction Block
TORONTO—The Queen Theatre on Queen
street in Hespeler has been offered for sale
by public auction, including projection equipment,
482 seats, piano, office furniture, confectionery
dispensers and other items. The
Queen, the only theatre in Hespeler, has long
been operated under independent ownership.
MOBILE—Auto-Sho Drive-In celebrated its
seventh anniversary with a full program of
special events, including the launching of
"flying saucers" from the concession stand.
There were 200 prizes, including $20, $10, and
$5 bills.
W,i
A,^.Z.,\
did he provide wisely that he shall not be wanting in
all of eternity for the best property of all—friends.
Those attending the dedication had the
pleasure of being the first to be served in the
recently completed dining hall and assembly
building at the camp. After luncheon, which
was served by members of the Peacedale Extension
Club, C. G. Lord, YMCA assistant
general secretary, expressed gratitude to the
industry on behalf of the YMCA for the continuing
interest displayed in the camp. Lord
then introduced several YMCA officials who
were present. They were Edwin Elliott, president;
Mason Thompson, first vice-president;
Charles McCallister, second vice-president,
and Humphrey White, treasurer. Lord invited
the guests to inspect the camp facilities
at their leisure.
The Withers cottage, in which the framed
memorial plaque is a focal point of interest,
takes its place beside the Arthur H. Cole and
Sam Abend cottages. All three of the buildings
stand as symbols of the service to others
personified by the three men so honored and
as testimony to the big heart of the motion
picture industry.
Converts to Bowling Alley
TOLEDO—The 800-seat Ivanhoe, oldtimer
at 3301 Monroe St. here, will be converted
into a bowling alley by Avalon Lanes. Long
known as a "hard-luck" house, the Ivanhoe
had been sold, repossessed and leased many
times during the past several years, with no
management able to operate it at a profit.
Xmas Films All Summer
JEFFERSON, N. D.—This town botists a
unique tourist attraction designed to counter
the dog days' extreme heat. It's the 99-seat
Jingle Bells Theatre which all summer long
shows nothing but Christmas movies.
BOXOFFICE August 3, 1957
C-1

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INDIANAPOLIS
The Strand in Marshall. 111., was destroyed
by fire. The theatre was operated by
Andrew W. Hall . Linz, former
salesman for RKO. is now with Allied Artists
in the same capacity. He replaces Lou Siebert
in the southern Indiana-Kentucky territory
. . . Joe W. Aspley resigned from National
Theatre Supply to take over the operation
of the Starlite Drive-In at Princeton
August 4. The theatre was formerly owned
by J. J. Pfiffner.
Safer Film Distributors closed . . . National
Theatre Supply is erecting a Selby screen
tower at the Westside Drive-In to replace the
one blown down July 4. Shorty Songer hopes
to reopen in about two weeks.
Seen along the Row: Harry VanNoy, Middletown;
Charles Lane. Remington; J. B.
Sconce. Sconce Theatres, Edinburg; Vic
Burkle. Fortville; Floyd Morrow'. Louisville;
Ai-t Clark. Vonderschmitt Theatres. Bloomington;
Paul Merryman. Covington; Clyde
Nihiser. Geneva; Ken Barnard. Oxford .
Edith Probstein. UA secretary, was vacationing
in Detroit . . . Margaret Micilli, Columbia,
was on a vacation.
Affiliated Theatres is now buying and
booking for the Idaho Theatre at Terre Haute.
Ai-thur Ratcliff is the owner . Byrne,
assistant sales manager, was in the MGM office
Marc Wolf and Mannie Marcus
. . . sponsored a two hour open-air show at Victory
Field (baseball park) July 28, 29. The
show featured the Lone Ranger and Lassie
and played to a very good crowd.
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616 E. Wostmgton St.
Indianapolis, !
ona
Mike Todd jr. stopped at municipal airport
here July 24 long enough to announce that
Mike Todd -sr. will attend the premiere festivities
for "Around the World in 80 Days"
at the Lyric Theatre Wednesday (7). Greater
Indianapolis group sales for "Around the
World" reached $24,000 in the first week of
the campaign. This included six SRO houses
and several half-houses before the end of
September. Mail orders and general boxoffice
sale, which began July 29, are not included.
The Indianapolis Press Club will
sponsor the premiere for its scholarship fund.
Charlie Davis, emcee and band leader at
the Indiana in the popular era of stage shows,
was here to visit old friends. He's now in
business at Oswego. N. Y. Dick Powell was
vocalist in Davis' band until he was put in
front of one of his own at the Circle . . . Sam
Shuboef. manager of Loew's. left on a threeweek
vacation. He will spend it visiting his
folks in Connecticut and his wife's family in
Massachusetts.
Johnny Stearns, manager of Keiths, was
taking a week's holiday at the northern Indiana
lakes . cocktail party and buffet
supper Dale McFarland, general manager of
greater Indianapolis, gave for James Stewart
at the Lincoln-Sheraton drew a large
and enthusiastic crowd . Schuder.
manager of the Circle, has booked a stage
show built around Roy Hamilton for a onenight
stand August 15.
Indianapolis will see a lot of "Will Success
Spoil Rock Hunter?" the Jayne Mansfield
film edition will be playing the Circle while
Ann Corio is doing her version in-the-round
at the Avondale Playhouse, local strawhat
theatre.
Stagehand Strike Closes
Orpheum in Springfield
SPRINGFIELD—The 2,800-seat Orpheum,
a B&K-Great States theatre, largest in downstate
Illinois, is still closed due to a stagehand
strike which began on Sunday the 14th.
The stagehands union refused to work without
a contract during the showing of "The
Ten Commandments" so the management
shuttered the house indefinitely. It is understood
that negotiations had been going
on between management and the union for
some ten months relative to the demands of
the union that two members of the stagehands
union be continued as maintenance
men. whereas the owners maintained that
only one man was necessary.
There has been no indication from Manager
George Hitch as to when, or if, the
house will reopen. A check of the remaining
three first run houses operated by Frisina,
Kerasotes and Fox interests reveals no increase
in attendance that could be attributed
to the Orpheum closing.
Reopen at Jonesboro, 111.
JONESBORO, ILL.—The Lincoln Theatre
here reopened Sunday i28i night under
the management of Herschel Smith of Hope,
Ind., who leased the house and equipment
from Earl W. Lingle of Anna, 111., former operator.
Smith contemplates the installation
of Cinemascope equipment and other improvements
in the next several weeks.
Drive-In Nets 2,500
For Flood Relief
EAST ST. LOUIS—The relief fund to aid
the Parkside and Wedgewood subdivisions,
which were hard hit in the flood on June
23, will receive at least $2,500 from the July
22. 23 benefit shows put on by the Shop
City Drive-In of the Jablonow-Komm circuit.
Louis Jablonow. general manager of the
circuit, decided to hold the benefit shows
when drive-in Manager R. L. Weseman told
him of the deplorable conditions in the
flooded areas due to the failure of officials to
do something about the situation that resulted
in the floods when torrential rainstorms
liit the area.
Weseman came up with a special live talent
program that included the Don Thompson
Quintette featuring Ann Marie Moss. Marjorie
Dell Dancers, Sunny Reed and Her
Gang, Sunny Shields accordion band, Marilyn
Champion and her Baton Twirlers, Miss
Madison of 1957 and her attendants from
Madison, 111. Bob Farrell, well known radio
personality, served as master of ceremonies.
The live talent shows were put on atop the
concession building prior to the opening of
the film portion of the program. The pictures
shown included "Desert Legion." "East
of Sumatra" and "Kentucky Rifle."
Weseman also promoted attendance prizes
from local merchants. Another surprise was
the appearance of Something Smith, recording
artist, the night of July 22.
Immediately after the floods, Weseman and
Jablonow made available the airer's fogging
equipment to combat mosquitoes and other
insects in the two subdivisions.
Central Illinois News Notes
"The Crescent Theatre in Pontiac has acquired
a refrigeration air conditioning
system from the Linda Theatre. Greenview,
III., which is now closed. The installation replaced
a washed aii'-ice system . 66
Drive-In. Springfield, has installed air conditioning
in the refreshment stand, had the
112-foot- wide screen tower plastic-coated,
added pizza pies, baked on the spot, and acquired
two new Selmix cold drink dispensers.
Tom Stewart, manager of the Lory, Highland,
astounded the residents of this community
of 4,400 by taxiing an airplane down
the main street of the town and parking it
in front of the theatre. He had full permission
and cooperation of local authorities as
a promotion for "The Spirit of St. Louis" . . .
The Producers Dairy is sponsoring a weekly
Saturday morning kiddie show at the Rialto
Theatre, Peoria . Val Portwood at
Canton created some excitment and good
business by promoting the booking of Elvis
Pi-essley film at the Capitol Theatre and Pat
Boone at the Garden. Patrons voted for
their favorites by deposting ticket stubs.
THE»*fRE EQUIPMENT
442 N. ILLINOIS ST., INDIANAPOLIS, IND.
"Everytliing lor the Theatre"
C-2 BOXOFFICE August 3, 1957

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BOXOFFICE :: August 3, 1957
C-3

KANSAS CITY
J^ussell. Kas., theatreman Dale H. Danielson
and Cathryn Schmidt, also of Russell,
were manied Tuesday, July 23. at Clayton.
N. M. After a honeymoon trip through the
northern states and in Canada, they will be
at home at 819 Main in Russell . . . Delores
Kneib. secretary to Ralph Adams at PMW,
will marry William A. Spellman in a ceremony
at St. James Catholic Church Saturday
morning, August 10. at 9 o'clock. A wedding
reception will be held that evening at eight
at the Johnson County Community Center.
After a short wedding trip, the couple will
be at home at 3940 Holmes St. Delores says,
"everyone is welcome" to the wedding and
the reception.
"Never underestimate the power of a
woman." says 20th-Pox salesman Woody
Sherrill. The woman in question is Mrs. T. H.
Slothower of the Twin Meadow Laik Drive-In
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CAPITOL FILM CO.
MAX ROTH
1301 So. Wobash Avenue
CHICAGO 5, ILLINOIS
REALART PICTURES
HELEN F. BOHN
441 No. Illinois Street
INDIANAPOLIS 4, INDIANA
UNITED FILM EXCHANGE
ROBERT F. HERRELL
120 West 18th Street
KANSAS CITY 8, MISSOURI
REALART PICTURES
GEORGE PHILLIPS—HERMAN GORELICK
3216 Olire Street
ST. LOUIS 3, MISSOURI

. . Bev
Kansas City MPA to Host
Santa Claus in August'
KAiNSAS CITY—Santa Claus, in full regalia,
laden with candy and gifts, will make
an out-of-season. but very welcome, appearance
to scores of local youngsters through
the good offices of the Kansas City Motion
Pictui-e Ass'n. The event, known as "Santa
Claus in August." will open at 9:30 at the
Uptown Theatre Tuesday morning, August 13,
and will include a special preview of Walt
Disney's "Bambi " which is to be reissued nationally
through Buena Vista.
The MPAs young guests will be boys and
girls from orphanages and other institutions
in the greater Kansas City area, as well as
young shutins. The city welfare department
is giving full cooperation in the effort to see
that as many children as possible will attend
Ed Hartman, MPA president and chairman of
the entertainment committee for "Santa
Claus in August." said that the program was
complete in its broad outlines and only some
detail work remained, to assure that everything
will go happily and smoothly.
Cooperating with MPA in the affair are
many Filmrow firms and organizations who
are sponsoring special buses to take the
youngsters to and from the party. A streamer
banner carrying the name of the sponsor will
be attached to each bu.s. Bus sponsors include:
KANSAS CITY
(Continued from page 4i
year and a half. Bud Truog of UA and his
wife were notified Friday (26> that they
could pick up their- new daughter in two
hours. She is a sunny-tempered chubby 6-
month-old whom they have named Dorothy.
Bud says she is the 15th grandchild in the
family and already is the special pet of her
sister. Caren Truog. who is six and a half
... At Stebbins Theatre Equipment. Mrs.
Hildred Naylor was vacationing and C. P.
Pierce, assistant to Clyde Badger, had returned
from his vacation ... At UA, Ruth
Feldman, stenographer, was vacationing. The
exchange has a new staff member, William
Rasdall. student booker, who started July 23.
Al Phillips, stationary engineer for the Uptown
Theatre building, was resting comfortably
in St. Mary's Hospital, following a heart
attack
. Miller had a recent postcard
from Stockholm from his traipsing brother
and sister-in-law, the Herbert Millers, who
RIO IS YOUR
DEPARTMENT
STORE
YOUR
FOR
CONCESSION
SUPPLIES
ONE STOP
SHOP!
Eyerything
That You Need
Under One
LOW PRICES
UIO^ J?//) ^n^uip Compnjijj
Dickinson Theatres; the Heart. 50. Clayco.
63rd St. and Boulevard drive-ins: Imperial
Productions. L&L Poppers, Elxhibitors Delivery
Service. Ed Hart Motion Picture Service,
Regal Poppers Supply. Kansas City
Bank & Trust. Tommy Thompson. Mis.souri
Theatre Supply. KMTA. Commonwealth
Amusement, the local WOMPI chapter, National
Theatre Supply, Shreve Theatre Supply,
Stebbins Theatre Equipment, Manley,
Inc.: Regan's restaurant. Screenland cafe,
Lou Patz, Durwood Theatres and Colosseum
Loge 12.
The men responsible for committee work
involved in the event are: Entertainment.
Ed Hartman, chairman; M. B. Smith, Fred
C. Souttar. Contacts to orphanages. Arthur
Cole, chairman; Ab Sher. Tom Bailey. Dick
Brous. Gifts and prizes, Frank Bamford,
chairman; Gus Kopulos, Woodie Latimer,
Tommy Thomp.son. Transportation, Senn
Lawler, chairman; Harry Gaffney, Frank
Thomas, Howard Thomas, Earl Jameson, Al
Adler, Joe Neger, Morry Relder, Gene Snitz,
Bud Truog. Theatre and program. Leon
Robertson, chairman; Harold Guyett. Publicity.
Joe Redmond, chairman; Darrell Pressnel.
Martin Stone. Bill Murphy.
Hartman said "Santa Claus in August" may
turn out to be an annual event.
wrote that they were going on to Bergen and
that they had heard of the midnight sun, but
never realized how long midsummer days
could be until visiting Scandinavia . . . Don
Walker. WB promotion man, was in Minneapolis
working on "Band of Angels." WOMPI
members are still trying to make their calories
balance after the wonderful buffet meal
they enjoyed at Chicken Cuisine near Grandview
following the quarterly evening meeting
Tuesday (23).
Janet Crosswhite, remembered by many on
the Row here from her five years as a secretary
at Commonwealth Amusement, has
set August 31 as the date of her marriage to
William G. McLaughlin. The ceremony will
be held at 8 p.m. in the Broadway Methodist
Church and Janet extends a cordial invitation
to all her old friends to attend. The
couple will go to Phoenix where they will both
enroll in the American Institute for Foreign
Trade. The groom, a Purdue graduate, is
taking a leave of absence from Dow Chemical
Co.. where he is a sales engineer. Janet and
Bill will concentrate on the study of business
transactions in western Europe, hoping to
draw an assignment there when they have
completed the nine-month course.
Kansas exhibitors on Filmrow included
Gene Musgrave of Minneapolis and Wamego;
&nle Block, Civic Theatre, Sabetha; Bill
Flynn, 50-S Drive-In, Emporia; George
Nescher, Rio, Valley Falls; Bob Adkins, Linn
Theatre, Pleasanton; Chet Borg, Fort Scott,
and Dick Whitley, Lawrence. Missourians on
the Row included Harley Fryer, Lamar; Glenn
Jones, Gravois Mills; M. S. Heath of Liberty
and his son Marvin of the Hillcrest Drive-In
at Gashland; Howard Spiess of the 40 Drive-
In here, from St. Louis; Virgil Harbison,
Tarkio, and Jim Cook of Maryville.
Mary E. Karches Is Winner
Of Busch Beer Contest
ST. LOUIS—Mary E. Karches, sister of Myra
Stroud, managing secretary of the Missouri-
Illinois Theatre Owners, won the grand
prize in the Anheuser-Busch Brewing Co. 'a
nation-wide "Where's Harry" contest for its
Busch Bavarian beer. She is entitled to
either an all-expenses paid trip for two to
Bavaria with stopoffs in London and Paris,
or a new Ford automobile.
The announcement that Mary was the top
winner among the 100,000 plus entrants in the
contest came on the regular radio play-byplay
account of a baseball game between the
St. Louis Cardinals and the Brooklyn Bums.
Mary and her husband Emil, a member of
the accounting department staff of Arthur
Enterprises, local theatre chain, were to attend
another game between the Cardinals
and Bums the following night so that she
could be introduced.
Contestants were to determine the number
of times each of three members of the brewing
company's radio and television broadcasting
staff appeared in a photograph of
stands at Busch stadium packed with spectators.
The faces in the contest blanks were
very deceptive, most everyone seeming to
resemble Harry, Joe or Mr. Buck of the playby-players.
Mrs. Karches made the best
guess as to the number of times each appeared.
Like most other contestants she sent
in a number of guesses, since there vjz.s no
limitation in that respect.
Kerasotes Renovating
Drive-In at West Quincy
QUINCY, ILL.—Kerasotes Theatres, which
took over operation of the West Quincy
Drive-In July 8. from World Theatrical Enterprises,
St. Louis, have announced a modernization
program now in progress. The
refurbishing plan includes the general cleaning
up of grounds, particularly the eradication
of weeds; a scientific fogging operation
to eliminate mosquitoes; the expansion of the
screen tower for showing of Cinemascope
productions; the establishment of a complete
kiddyland-playground area near the screen
tower; remodeling of the concession stand,
and other improvments.
The physical facelifting will be backed by
an intense promotional campaign to woo new
patrons, better serve the current customers,
and win back those who had attended previously.
The facelifting project is under the direction
of A. J. Claesson, maintenance superintendent
and the promotion is being handled
by Dave Jones, supervisor and advertising
director. A new resident manager is now receiving
specialized training in Decatur and
Springfield and will assume his duties about
August 15.
North Vernon, Ind., Drive-In
Is Opened by H. L. Black
INDIANAPOLIS—The new North Vernon
Drive-In officially opened Friday (26).
Howard L. Black, owner, reports he had an
overcapacity attendance all that weekend
with "Far- Country" and "Johnny Dark."
The theatre accommodates 360 cars with
space available for an additional 150. Black,
a native of North Vernon, is new to the theatre
business and will operate the drive-in
along with his two sons.
C-6 BOXOFFICE August 3, 1957

THEATRICAL
2310
. . The
I
Jerry Lewis Opus Gels
Second Chicago Week
CHICAGO — "The Delicate Delinquent" did
so well at the Chicago that it was held for
an additional week. The film opened with
holdouts during the two-day period Jerry
Lewis made stage appearances, and near capacity
business continued for the balance
of the week. "An Affair to Remember" at the
Oriental, and the combination of "Giant
Claw" plus "The Night the World Exploded"
opened strong at the Grand. "The French,
They Are a Funny Race" did well in its midwest
premiere at the Cinema.
(Average Is 100)
Carnegie The Little Hut (MGM) 190
Chicago The Delicate Delinquent (Para) 235
Cinema The French, They Are a Funny Roee
(Cont-i) 190
Esquire Beou James (Para), 4th wk 195
Garrick— Bambi (BV), reissue, 2nd wk 225
Grand—Giant Claw (Col); The Night the World
Exploded (Col) 215
Loop Silk Stockings (MGM), 5th wk 205
McVickers The Ten Commandments (Para),
35th wk 285
Monroe The Fire Maidens of Outer Space (SR);
Bride of the Monster (Teitel), 2nd wk 195
Oriental—An Affoir to Remember (20th-Fox)
. .
21
Polace Seven Wonders of the World (Cinerama),
33rd wk 320
Roosevelt—The Curse of Frankenstein (WB);
X the Unknown (WB), 2nd wk 215
State Lake The Pride ond the Passion (UA),
5th wk 225
Surf The Green Man (DCA), 6th wk 180
Todd's Cinestage Around the World in SO Days
(UA), 16th wk 350
United Artists The Prince and the Showgirl
(WB), 2nd wk 235
Woods Something of Value (MGM), 3rd wk. ..220
World Playhouse Invitation to the Dance (MGM),
4th wk 200
Ziegfeld One Summer of Happiness (Times);
Devil in the Flesh (AFE), reissues, 2nd wk. ..180
Top Temperatures Agree
With Kaycee Theatremen
KANSAS CITY—First run business continued
to show strength here, a factor almost
certainly being the season's highest temperatures
which have driven numbers of customers
into refrigerated theatres. The dayand-date
premiere showing of "Run of the
Arrow" at four Dickinson situations pulled
160 per cent, while Fox Midwest was pleased
at the strength shown by "Joe Butterfly" and
the second week of "Tammy and the Bachelor."
Esquire, Fairway and Granada Joe Butterfly
(U-l) 130
Glen and Dickinson; Shawnee and Leowood Driveins
Run of the Arrow (U-l); First Traveling
Soleslody (U-l) 160
Kimo—Gold of Noples (DCA), 3rd wk 90
Midland Tarzon ond the Lost Safari (MGM);
Decision Against Time (MGM) 90
Missouri Cinerama Holiday (Cinerama), 20th wk. 225
Paramount The Delicate Delinquent (Para),
2nd wk., 6 days 100
Roxy The Ten Commandments, 24th and final
wk 300
Tower Around the World in 80 Days (UA), 9th
wk 530
Uptown Tommy ond the Bachelor (U-l), 2nd wk. 140
'Affair,' "Niglit Passage'
Strong in Indianapolis
INDIANAPOLIS—Filmgoers were distributing
their patronage unevenly at first run theatres
here the past week. "Night Passage,"
which James Stewart boosted in a personal
visit to the city, opened well at the Indiana.
"An Affair to Remember" also was drawing
strong support at Keith's and "The Ten Commandments"
was getting a new charge from
its 27th and last week at the Lyric.
Circle Let's Be Happy (AA); Destination 60,000
(AA) 90
Esquire 00
Indiana
The Silent World
Night Passage
(Col)
(U-l)
1
125
Keiths An Affair to Remember 1 50
Loews Tarzon ond the Lost
(20th-Fox)
Sofori
.
(MGM);
Decision Agoinst Time (MGM) 90
Lyric-^The Ten Commandments (Para), 27th wk. 200
ST.
LOUIS
fjerb Washburn, National Screen manager,
returned from a two-day sales gathering
in New York City . . . The 'Will Rogers Hospital
theatre participation drive runs August
7-12. The Arthur Enterprises, Loew's
and Tommy James theatres have announced
plans for audience collections . . ."Bambi"
opened at Loew's Orpheum to big business.
The opening lineup ran around the corner
and up St. Charles street.
Marylu Sturhahn, booker in charge of the
local office of Buena 'Vista, left on a twoweek
vacation trip to Pittsburgh, Pa., where
she will attend the wedding of her niece
Mai-y Ellen Leach, whose father is manager
of the Roosevelt Hotel there. Marylu plans
to spend about two weeks in Pittsburgh visiting
with her brother and his family . . . Exhibitors
seen along Pilmrow included Bud
Mercier, Fredericktown, Mo.; Howard Bates,
lUmo, Mo.; Herman Tanner, 'Vandalia, 111.,
and L. J. Williams, Union, Mo.
Paramount stag^ed its annual picnic for the
local exchange staff at the Hillcrest Country
Club, owned and operated by East Ed Macauley,
famed star of the St. Louis Hawks
basketball team. It was a very delightful affair.
Swimming and good picnic eating were
features of the day . Cape Drive-In at
Cape Girardeau, Mo., henceforth will be
closed on Saturday, Sunday and Monday
nights, reversing the usual procedure.
Strangely, this drive-in does its best business
Tuesday through Friday nights. The
owners, Howard Bates and Carl Milne, also
own the Starvue Drive-In between Cape
Girai'deau and Jackson, Mo., which will continue
to operate seven nights a week.
Eileen O'Connell, secretary-stenographer for
Realart Pictures of St. Louis, was married
July 27 in the Holy Ghost Catholic Church
in Berkeley to Elmo Bernhoester jr., a lineman
for the Southwestern Bell Telephone Co.
They are honeymooning in Daytona Beach.
Fla. The bride will continue her work for
Realart. The couple will make their home in
St. Charles. Mo. . . . J. R. Brown of Kansas
City, representative for Altec Service, and
F. E. Riggs of the Coca-Cola company, while
in town, made arrangements with Myra
Stroud, managing secretary, MITO, and Buzz
Magarian of East St. Louis, head of the trade
show committee for that organization's annual
meeting, for their participation in the
gathering. A terrific program is being worked
out for the two-day meeting on September
9, 10.
The arrest of a 16-year-old boy inside a
burglarized service station in East St. Louis,
111., according to the police, resulted in his
confessing to pai'ticipation in a number of
other burglaries, including one at the Cahokia
Drive-In of the Bloomer Amusement
Co. in which a record player, records and
PAT BOONE*SAL MINEO
FAN
ELVIS PRESLEY PHOTOS
Per
Thousand
• Blick in4 Whiti )1|IUU(Minlmum Ordir 1.000 1
Glony Stock
*^ — of Either St»r)
Chock «Hh I
Orderl
I
ADVERTISING CO.
Ceu Dotrelt 1, Mich.
some money were stolen. The police later
recovered the record player and 87 records,
a microphone, two radios and two carving
sets taken in various burglaries . . . Hughey
Nesbitt, Universal film salesman, is making
a nice recovery from his illness that started
July 12 when he collapsed in the exchange
office.
$40,000 Tax Cut Granted
On Roxy Theatre Bldg.
KANSAS CITY—Durwood Theatres, Inc.,
owners of the Roxy Theatre building, 1104
Main, last week obtained a $40,000 reduction
in the assessed valuation from the Jackson
county board of equalization.
David Skeer, attorney for the circuit, reminded
board members that an adjustment
was in order because reductions had been
granted on the Yoew's Midland (last week)
and the Tower theatre buildings (last year).
Skeer said the property is not returning as
much as in former years. The Roxy was adjusted
from $205,000 to $165,000.
DRIVE-IN
Practically
Yearly
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THEATRE EQUIPMENT CO.
1206 Cherry St. Toledo 4, Ohio
WIAWWSA«Vhftift/WflA/WdWJVlAAW
EVERYTHING FOR THE THEATRE
St. Louis Theatre Supply Company
Mrs. Arch Hosier
3310 Olive Street, St. Louis 3, Mo.
Telephone JEfferson 3-7974
RCA Theatre Supply Dealer
"SELECT" FOUNTAIN SYRUPS
DRINK DISPENSERS
Select Drink Inc.
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BOXOFFICE August 3, 1957 C-7

Doug Helgeson Boys Pass 4th Year
Of Herding in Cinerama Patrons
CHICAGO—Cinerama passed its fourth anniversary
at the Palace July 29. There wasn't
any fanfare to mark the date, but based on
the tremendous business which has been
done by "Seven Wonders of the World" and
its two predecessors. "This Is Cinerama"
and "Cinerama Holiday," the celebration could
be loud and long.
The first Cinerama production ran its
course here with capacity audiences, and
"Cinerama Holiday" was still packing people
into the Palace when room was made for
"Seven Wonders of the World." Grosses for
the latter have been averaging between $35.-
and $47,500 a week, and according to booked
reservations, it will continue to do top business
for the next two months. At present
no date has been set for the opening of the
fourth attraction.
WORK AS VfilT
Credit and recognition to Douglas J. Helgeson.
managing director of the Palace, and
the members of the Palace staff mark this,
the fourth anniversary. These staff members
have worked together as a unit which
made the Palace a hub of activity for business
large enough to warrant additional morning
shows, particularly on Saturdays and Sundays.
Helgeson and his staff aren't looking for
credit. They feel the Cinerama productions
speak for themselves. Nevertheless, after 33
weeks of "Seven Wonders of the World,"
there are lines of people at the boxoffice
waiting to buy tickets, and every day finds
busloads of people who are here for conventions,
or who have made the trip solely
to see the attraction, entering the Palace
doors. The members of the Palace staff have
been in the theatre business in one capacity
or another for a long time. They realize that
the public is always looking for something
new, and will accept something new, but this
hasn't curbed their energy or activity.
30 YEARS IN BUSINESS
Helgeson is a veteran of some 30 years. He
started in the motion picture industry when
he was only a freshman at New York University
as a student of business administration.
He jumped at the chance when he was
offered a parttime job as assistant manager
with Loew's. Eventually he was offered a job
as assistant manager on a permanent basis
at the old American Theatre on West 42nd
street. After spending 20 years with Loew's
managing theatres, he moved his family to
the west coast. For two years he was division
manager of four drive-ins in southern
California. Then he transferred to Warner
Theatres, spending two years there.
When the Chicago Cinerama operation began
to take shape, Lester Issac, as national
director of exhibition for Cinerama, selected
Helgeson to take over at the Palace as managing
director.

'Sun' in New Orleans
In Spite oi Threats
NEW ORLEANS—Threats from a White
Citizens Council chapter and an American
Legion committee failed to halt the showing
of "Island in the Sun." which deals with
interracial romance.
The film opened at the white Tudor Theatre
and the Negro Clabon Tlieatre.
Louis P. Davis jr., president of the Gentilly
Citizens Council, threatened to file criminal
charges against the theatre for showing the
film which he called "immoral and indecent"
and "grossly scandalous."
The Americanism Committee of the First
District (Greater New Orleans) American
Legion asked that the picture be suppressed
because it "contributed to the Communist
party aim of creating friction between the
races."
But Mike Lion, manager of the Tudor, said
the film w'ould be shown.
"We don't expect any trouble," he said.
"We hope it's a good movie and will drawgood
crowds."
"It is a lewd, filthy, sexually indecent and
immoral performance of a white woman making
love to and marrying a Negro and of a
white man making love to and marrying a
mulatress," Davis said.
Memphis Is Basking
In Sunny Grosses
MEMPHIS—First runs here have gone into
a fourth week of big midsummer business. All
reported well above average attendance for
a third week. "Loving You" at the Strand
did four times average business in Elvis
Presley's hometown during its third week.
The first week of the film did 700 per cent
and scored 600 per cent in its second week.
The Warner Bros, horror duo scored 225 per
cent here.
(Averoge Is 100)
Maico Fire Down Below (Col) 155
Palace Gun Glory (MGM) 120
State Silk Stockings (MGM) 150
Strand Loving You (Para), 3rd wk 400
Warner The Curse of Frankenstein (WB); X the
Unknown (WB) 225
Warren Schaeffer Dies;
Gainesville, Fla., Owner
GAINESVILLE. FLA.—Warren Ray Shaeffer,
50. owner and operator of the Suburbia
Drive-In, died from a kidney ailment while
visiting relatives in Burlington, N. C. The
funeral was held in Lexington, Ky. with
burial in Broadhead, Ky. Survivors include
his wife and two daughters. He had operated
theatres in Kentucky and in several Florida
towns before coming to Gainesville from Daytona
Beach three years ago.
No 'Sun' at Fort Myers
FORT MYERS. FLA.—"Island in the Sun"
will not be shown at the Lee Theatre according
to Bob Blotcky, manager. A group of
local public officials, following a preview, disapproved
of the relationships between whites
and Negroes in the 20th-Fox film. Mrs.
Therese Kellum. manager of the Grand, theatre
for Negroes, commented that banning
the film may cause more controversy than
showing it.
INDUSTRY
PROFILE
Mother, Son and Brother Team
Carries on at Claughton Helm
MIAMI—The late Edward N. Claughton,
who had just lost a fortune in Atlanta,
arrived in Miami in 1918 "with just
enough money for a ham sandwich," with
- his wife and two children. Mrs. Claughton,
daughter of a St. Augustine businessman
and several times mayor, pitched in to
help him rebuild the family fortune.
"I knew nothing except how to play
bridge," she recalls, "so I gave bridge
-, lessons."
She enrolled in a secretarial school, and
^ before long was working full time.
Claughton became something of a sensation
on the Miami scene, writes Lawrence
Thompson in a father-son—this time
a mother-son—article in the Miami Herald.
He became an influential man in the
growing city, developing various enterprises.
And Lillian Claughton is still pitching.
*'
The heart of the Claughton enterprises
* ranging from a railroad to a hotel, an
island to a restaurant, theatres to a mortgage
company— is in a small office on the
third floor of the Urmey Hotel.
On a wall of that office is a large por-
"^
trait of Edward Claughton, who died May
10, 1955. And the late Ed Claughton remains
the heart of the enterprises now
carried on by his family.
It is a family business, certainly, run
in complete compatibility and with designation
of authority to the individual
members, by Mrs. Lillian Claughton, Edward
N. Claughton jr.. and Amos W.
Corbett.
> Mrs. Claughton is president of the parent
Claughton Company in the diverse
Claughton interests that include many
corporations. It is in her office that Ed
Claughton's portrait hangs.
Their son Edward jr. has been active
in the family business since he graduated
from law school in 1953. and has assumed
more important roles in its direction since
his father's death.
Corbett is Mrs. Claughton's brother.
So close is the family relationship that
Ed jr. calls Corbett "Brother," just as
g;; does his mother, simply because he seems
Sij more like a brother to him than an uncle.
The late Mr. Claughton left his imprint
;;:| on the growing city in many ways, such
II as developing downtown property. Edison
S:;
Center and Allapattah business areas, and
isj a circuit of motion picture theatres.
II
There was some speculation about the
Operates Health Center
CORAL GABLES, FLA.-Jack Ray. the original
Fi-eckles of Our Gang movies who went
blind when he was 40 years old, has started
a new career. Undaunted by the loss of his
eyesight, the former film and stage performer
attended classes for more than a half year
at the Lindsey Hopkins Vocational School,
learning to be a masseur and physical therapist.
He now operates the GiraJda Health
Center, Coral Gables, and is living here with
his wife and four children.
effect his death would have on his farflung
interests. But his widow, son and p
brother-in-law have proved equal to the ^
task as they direct the business from their %
adjoining offices in the Urmey Hotel.
From there they direct a dozen or
%
%
more businesses, with about 200 employes. ||
Mrs. Claughton was born in St. Augus- jt
tine, as was her brother. Their father, f
A. W. Corbett, was a real estate man and ^
merchant, several times mayor of that ^
venerable city. The family moved to
Miami in 1918. and she attended Miami
Senior High School. She went to Atlanta
on her marriage to Claughton. There ';
their children Ed jr. and a daughter, now
Mrs. Jerome Matthews, were born, and she
found time to complete journalism studies ,'
at Oglethorpe University. L
On Dec. 6, 1941, the day before the at- E
tack on Pearl Harbor, Claughton opened ^
the Royal Theatre, since demolished, and p
Installed his wife as assistant manager. %
She has been an important member of the %
Claughton business since. %
Brother Amos also attended Miami Sen-
ior High, then went to work for the Florida
j
1
National Bank. After ten years in the
banking business, he accepted an invita-
%
M
tion to help his sister run the new Claugh- ^
ton theatre. Like her. he never left the M
Claughton business family. j
Ed jr.. now 29. had his first job as a 1
water boy for a construction company V
Every summer until he finished college
he worked, in the later years as an usher
and candy salesman in the family theatres
He was graduated from Miami Senior
,
High, got his BA from Duke in 1950, and ,
his law degree from the
'
University of
Florida in 1953. He served with the Navy, '
on a minesweeper, in 1945 and 1946 As -^
soon as he finished law school, Ed joined
his father, mother and uncle and he's
still a member of the team. i
Mrs. Claughton is president of the ;
Claughton Co. Ed is vice-president Corbett
is secretai-j-treasiu-er and general i;
manager. All three are partners in the '.
Seven Seas restaurant, which they have %
on a 99-year lease. **
Mrs. Claughton and Ed are vice-presi- Ij
dents of the Dade Commonwealth Mort- J
gage Co., and Corbett is treasurer. '%
Ed is a director and on the finance %
committee of the Chicago & Eastern Illi- %
nois Railroad Co., in which the family %
is a major stockholder
^
'Island in Sun' Will Open
In West Memphis Houses
MEMPHIS—"Island in the Sun," recently
banned from local screens by censors as being
"too frank a treatment of miscegenation."
will be shown simultaneously in the
Avon Theatre and Sunset Drive-In at West
Memphis, just across the Mississippi river in
Arkansas. It will open between August 10
and 15, M. A. Lightman sr.. Malco Theatres,
announced.
BOXOFFICE August 3, 1957 SE-1
j

ATLANTA
Cal Mineo was imported by Columbia for
personal appearances with his new Savannah-locationed
picture. "The Young Don't
Cry." The tour kicked off August 2 in Savannah,
where the Weis Theatre world premiered
the film. Mineo will appear in Atlanta
next Thursday (8) at the Paramount opening,
then go on to Birmingham. Chattanooga
and other key cities . . . Sadie Vinson has
turned over her PBX board at U-I to Celia
Mislow. Sadie has been boosted to secretary
to office manager Bob Burnette.
Buena Vista has been looking for a short
-subjects booker. The company soon will start
Martha Carter
booking its own shorts . . .
left Dixie Drive-ins July 19. No replacement
Carl Button
has been named yet . . . shuttered his Melody Theatre. Jefferson City,
Sno Cone Machines
Popcorn Machines
Hot Dog Machines
ALSO
Complete Line of Concession Supplies
li

DOUBLE BOXOFFICE BLOCKBUSTERI Ni«
CONTACT YOUR yimenuuzM,
'nXanjiado/iaL EXCHANGE
:apitol releasing corp.
W. M. RICHARDSON
164 Walton Street, N.W.
ATLANTA 3, GEORGIA
AMERICAN mSTOR PICTURES
R. F. PINSON
215 West 4th Street
NORTH CAROLINA
CHARLOTTE 1,
COLONIAL PICTURES
R. V. REAGAN
492 So. Second Street
MEMPHIS, TENNESSEE
CAPITOL RELEASING CORP.
R. C. PRICE
137 Forsythe Street
JACKSONVILLE 2, FLORIDA
HAROLD F. COHEN ENT.
HAROLD F. COHEN
150 So. Liberty Street
NEW ORLEANS 12, LOUISIANA

JACKSONVILLE
TJIike Todd jr. was here for a few days preparing
for the opening of "Around the
World in 80 Days" in Todd-AO at the five
Points Theatre in suburban Riverside on
August 14. Todd's engaging personality
established good press relations with local
newspapers and brought good advance publicity
for the Academy Award winning film.
After he had appeared at the downtown
Tourist and Convention Bureau lugging a
big carpetbag, Todd was described as the
"first carpetbagger to come here since reconstruction
days" after the Civil War. Bill
Beck, director of the Five Points, ran big
advance ads for "Around the World" which
St. Petersburg Plaza Site
Now Is Car Parking Lot
GENTLEMEN
fhe solution to
our problem !
No' It
isn't
hotter pop-com or
better dishes that'll perk
up ottcndonce tor you Ever get
a good gander at your seats'
Bet you
wouldn't patronize a house with such
moth eoten upholstery' And the remedy
IS easier than getting a hoir-cut
Just phone us, then forget all about
It, 'til you look and rove about our
quick, smart and ECONOMICAL rehabilitation
of your seating ills
MANUFACTURERS
Do It right now'
DISTRIBUTORS
h 1 m Rubber U p h o i b t e r j
s
h

in vendin g
in fountains
^
in theatres
,w«r^
INCLUDE
IT PAYS . . AND
PAYS '. Qui PA YS!
BOXOFFICE :: August 3, 1957 SE-5

. . . W.
. . Mrs.
. . Roland
MEMPHIS
pivis Presley's picture, 'Loving You," is not
only doing a record hometown business
at the Strand here, but is creating a sensation
throughout the trade territory. Howard
Nicholson, manager for Paramount, has been
receiving glowing statements from the 66
theatres in thi.s area which have shown or are
Here's
Your Chance
to get in the
BIG
MONEY
Be Sure
to Play
As a screen
game, Hollywood takes
top honors. As a boxoffice at-
Iraction, it is without equal. It has
been a favorite with theatregoers for
15 years.
Write today br complete details!
Be sure to give seating or car
capacity.
HOLLYWOOD
AMUSEMENT
COMPANY
3750 Oaklon St.
Skokie, Illinois
JonricUvt^
BOONTON, N. J.
still showing the film. Jackson, Tenn.; Little
Rock, Ark., and Tupelo. Miss. (Elvis birthplace),
and Trenton, Tenn., have had the
best business.
Mrs. Helen Beck has closed for the summer
her Arkansa.s Theatre at Mammoth Springs,
and is devoting fuUtime to her nearby drivein
.. . Closed for about two years, the Ritz
at Magnolia, Ark., has been reopened by
William Marks, owner .
Adams,
Rebel Drive-In, Oxford, and C. N. Eudy,
Houston, Houston, were in town from Mississippi.
Employes of 20th-Fox and theii- families
enjoyed a weekend outing at Paris on Kentucky
Lake . Sara Pretz, former employe,
and widow of the late Bob Bandy, who
was ad salesman for the exchange, visited
friends on Filmrow from Corpus Christi. Tex.
H. Gray, Rutherford, Rutherford; J.
A. Petty, Wayne, Waynesboro, and Louise
Mask, Luez, Bolivar, were in from Tennessee.
From Arkansas came C. F. Bonner and his
son Robert, Community, Pine Bluff; Gordon
Hutchins, 64 Drive-In, Russellville; Moses
Sliman, Lux. Luxora; William Elias. Murr.
Osceola, and Mr. and Mrs. Howard Sanders,
Ken. Marshall.
Old Sunset in Oak Cliff
Swept by $25,000 Fire
DALLAS—The old Sunset Theatre in Oak
Cliff, closed for some time, suffered an estimated
$25,000 damage from a blaze that apparently
smouldered several hours inside the
building before it leaked through the roof
on a recent Sunday. Before the eight
fire companies extinguished the fire early
Monday morning the building was almost
completely destroyed.
The Sunset, located some three blocks south
of Hardin Theatre Supply on Hampton Road,
was owned by Mrs. Raymond Dillard of
Mexia. It was still completely equipped for
showings at the time of the blaze but plans
to convert the theatre into a bowling alley
had been in the making. The loss was about
70 per cent covered by insurance. Roof repairs
costing $800 had recently been completed.
Since there were no openings in the building,
it was necessary for firemen to cut holes
in the walls and roof to make entrance with
their hoses. Investigator D. G. Dabbs reported
that the fire probably started between
the ceiling and balcony inside the theatre.
New CS at Ogunquit, Me.
PORTSMOUTH, N. H.—Joseph Rattee of
New England Theatre Supply has completed
installation of Cinemascope equipment m a
theatre at Ogunquit, Me.
Large Core
Greater Crater Area
meam-
MAXIMUM LIGHT
Deal tor '80 Days' Fans
Memphis Booth Fuss
MEMPHI.S— An effort of M. A. Lightman
sr., president of Malco Theatres, to settle the
strike of union projectionists at the Crosstown
Theatre resulted in a week or rapidfire
statements from both sides in the local
newspapers. It all came about when the
Crosstown closed a deal to show Mike Todd's
"Around the World in 80 Days" in August.
The Todd spokesmen got around the question
of whether they would cross a union
picket line by saying they had never crossed
one.
A strike started February 4 and is still in
progress against a group of neighborhood
houses, including the Crosstown. The union
walked out after managers insisted they
take a 28-cent hourly cut in pay. All theatres
are open, some operated by owners and
some by managers who have obtained city
licenses to operate projection machine.s.
Lightman first said he made a "very liberal
offer" to Local 144. "But if they don't accept
it we will go right ahead and show the picture
anyway." He did not say how.
Albert Shelton. business agent, said the
union was holding — out for four operators to
show the film "standard procedure in other
cities where Todd-AO movies have been
shown." Lightman replied; "This is an issue
of salary. They are asking $500 a week for
four men to work 15 hours each."
Lightman said he offered the operators $8
an hour to run the show with one or two
men at their option. "The projectionists are
asking for $16.67 an hour, with four men to
work 15 hours apiece each week," Lightman
said.
Then came the question of Lightman agreeing
with other theatres not to settle the strike
against his neighborhood houses separately.
Several theatre owners spoke up, saying this
was a special case and they were in no way
resentful of a private settlement by the
Crosstown.
Asked how the film was shown in Little
Rock, Alton Sims, Arkansas division manager
for Rowley United Theatres, said; "Since you
ask me, we never used more than two operators
at one time—although we used four
daily, two in the morning and two in the
evening."
Schedules Fight TV
FORT LAUDERDALE, FLA.—The Gateway
is scheduled to show a closed-circuit telecast
of the Basilio-Robinson boxing match September
29.
COMPLETE LINE
THEATRE EQUIPMENT and
CONCESSION SUPPLIES
TRI-STATE THEATRE SUPPLY
320 So. Second %t. Memphis, Tenn.
in Georgia—Dixie Theatre Service & Supply Co., Albony—Hemlock 2-2846
Dixie Theotre Service & Supply Co., Atlonta—Wolnut 4118
Roy Smith Company, Atlonta—Jackson 5-2644
Rhodes Sound & Projector Service, Sovonnoh—Savannoh
3-8788
Even/y Diiiributed .'
SE-6
BOXOFFICE August 3, 1957

. . Burton
. .
. ,
. . . The
,
u
I
I
I
RESEARCH BUREAU
for
MODERN THEATRE PLANNERS
ENROLLMENT FORM FOR FREE INFORMATION
The MODERN THEATRE
PLANNING INSTITUTE
825 Van Brunt Blvd.
Kansas City 24, Mo.
Gentlemen:
Please enroll us in your RESEARCH BUREAU
to receive information regularly, as released, on
the following subjects for Theatre Planning:
Acoustics
Air Conditioning
n Architectural Service
"Black" Lighting
n Building Material
D Carpets
G Coin Machines
D Complete Remodeling
D Decorating
n Lighting Fixtures
n Plumbing Fixtures
n Projectors
n Projection Lamps
Seating
n Signs and Ilarquees
Sound Equipment
Television
D Drink Dispensers D Theatre Fronts
n Drive-In Equipment D Vending Equipment
D Other Subjects
Theatre
Seating Capacity,
Address
City
State
Signed
Postage-paid reply cards for your further convenience
ID obtoinlng information are provided in The MODERN
THEATRE Section, published with the first issue of
each month.
MIAMI
TUo children's or student's tickets are being
sold at the Cameo. Mayfair and Sunset
theatres for the run of the current "Lady
Chatterley's Lover" ... A patron trying to
find out where the first theatre in Florida
opened learned via newspaper channels that
it was in Pensacola. Earliest mention of a
theatre in Florida dates back to 1821. In
1869. Fay Templeton, 6-year-old actress, appeared
with her father's company in a makeshift
Pensacola theatre composed of rough
planks laid among cotton bales and coffee
sacks in an old warehouse. Thomas and Lawrence
Keene and Fanny Davenport played
Pensacola in 1878 in a remodeled one-story
building. The Opera House, a large theatre,
was begun in 1882 and completed a year later.
Acoustics were described as "admirable," and
the interior as "modern" in every way. A
second or peanut gallery was provided for
Negroes, and a section of 15 seats was reserved
for the demimondaine of the town.
The Sunset Art Theatre is lending lobby
wall space to an exhibit of 12 paintings by
Elmo Gideon, local painter and decorator
who has achieved considerable success.
Mrs. Nicholas Schenck is sponsoring Shirley
Cowell, also of Miami Beach, who is a song
composer, and who has had some demonstration
recordings made by a topflight jazz
pianist. These include her "If I Passed By,"
"Dreamers' Waltz" and "Talk to Me" .
No summer doldrums anymore so far as important
picture openings go in greater Miami.
Midsummer sees such openings as "Beau
James." "Loving You." "Silk Stockings,"
"Night Passage," "Bernardine." "Band of
Angels," "Hatful of Rain" and the soon due
"The Pride and the Passion."
George Bourke, Herald amusement editor,
is quaking for fear his "back of the head"
emoting scene in "Teacher's Pet," the film
in which a number of the nation's newsmen
took part, will wind up on the cutting room
floor. The completed picture runs a half
hour too long and scissoring is in order ,
Localites, who remember months of struggling
in adjacent waters to film "Old Man
and the Sea," read with interest of the resumed
shooting in Hawaii. Due to turbulent
seas, only some 15 minutes of film were ever
completed here, though nine locations were
tried and so much money spent that the
picture is never expected to pay off.
Floridians are taking a good look at the
huge Mississippi steamer which plays an important
background part in "Band of Angels,"
currently playing. It is to become a permanent
museum of memorabilia about the picture
and is now located for good in Bradenton as
an amusement park attraction. The 236-foot
Gordon Green, largest packet steamer ever
built, is to contain photographs of Clark
Gable and Yvonne DeCarlo, as well as props
and many items connected w-ith the Civil
War drama . Clark booked another
Sunday evening square dance feature at the
Boulevard Drive-In, A special orchestra
played for patrons who wished to shake a
foot.
The FCC made it official by authorizing
the sale of WMTV in Madison, Wis., to
Mitchell Wolfson, head of a purchasing corporation.
Sale price reportedly was $350,000.
Besides WTVJ in Miami, Wolfson has interests
also in WFGA-TV in Jacksonville .
For a one-performance-only, and at an additional
admission to those who paid for
only the regular show, the Paramount and
Cinema, accommodating Miami and Miami
Beach, put on a midnight showiiig of "Loving
You." "Bernardine" was the regular feature
Essex, Tower and Parkway neighborhoods
were next in line on the Popeye Fun
Party, which has Skipper Chuck in person
from the WTVJ Popeye Playhouse. The show
(Continued on next page)
Massey Seating Company, Inc.
160 Hermitage Avenue Nashville, Tenn.
Phone: ALpine 5-8459 ... or
International Seat Division
Union City Body Company, Inc.
Union City, Indiana
SERVICE
and
COURTESY
for over 20 years
OUR WATCH WORD
CENTURY I'uV^^.To STRONG laTps
CONCESSION EQUIPMENT AND SUPPLIES
STANDARD THEATRE SUPPLY CO
219 So. Church St.
CHARLOTTE, N C
HOOKING SERVICED
135 Brevard Court, Charlofte, N. C.
FRANK LOWRY — JOHN WOOD
PHONE FR. 5-7787
BOXOFFICE August 3, 1957 SE-7

95
Phone:
.
.
MIAMI
(Continued from preceding page)
was in addition to the usual Saturday double
bill, this time including Popeye cartoons.
Jack Caplan expects considerable interest
to be shown in his booking of "The Birth of
a Nation." the 1915 epic. Florida state rights
to it are held by the family of Henry B. Walthall,
one of the principals in the picture,
along with Lillian Gish and Mae Marsh .
The Roosevelt, showing "Cinerama Holiday."
has been making a series of tie-ins with
various businesses and groups in Miami and
Miami Beach, airanging family theatre parties
for matinee performances. The Aerodex
Corp. sent a group at the arranged admission;
nearly every airline company—Eastern, National.
Pan Am. etc.— will take advantage of
a matinee date. A nice tie-in has been made
with the Miami and Miami Beach Public
Playgrounds, bulletins sent out to the various
diiectors. blanks to be filled in by interested
children, who then are eligible for a special
matinee rate.
Herb Kelly, News amusements editor, did
a little research on Moses vs. Elvis Presley in
the teenage world. The Presley rage, augmented
by the current "Loving You" film.
resulted locally in the following typical
NOW yrith TWO convenient locathm for
BETTER than EVER seiyice to you
DIXIE
theatre service
€l supply company
YOUR BALLANTYNE DEALER
i
1
1010 North Slappey Drive Walton Street. N.W.
0. P Box 771 P. 0. Boi tSS
Albany. Georgia Atlanta. Georgia
Phone: HEmlock 2-2846 WAInut 4118
COMPLETE THEATRE EQdIPMENT & SUPPLIES
Prompt. Courteous Service 'Round the Clocl(

New Stadium Drive-In
Opened at Garland
Bill Slepka Opens
Drive-In at Okemah
OKEMAH, OKLA.—Bill
Slepka opened his
new Jewel Drive-In here last Thursday c25i.
The 250-car operation concentrates the boxoffice,
concession and restroom facilities in
one building. The predominant color is pink.
Among exhibitors on hand for the opening
were Seibert Worley, Shamrock; Jep Holman,
Lindsay; Frank Love and son, Wewoka;
Johnny Jones and son, Shawnee, and Mr. and
Mrs. E. R. Slocum, executive secretary of the
United Theatre Owners of Oklahoma; Jake
Guiles. Republic; Jack Whelihan, 20th-Fox;
Jack Box. Universal, and Dudley Tucker, Columbia,
all of Oklahoma City.
HENRYETTA, OKLA.—Mrs. Georgia Kelly
opened her new Bar-T Drive-In at Weleetka
Sunday (28).
Warner Toppers Plan
Filming 'Auntie Mame'
HOLLYWOOD—Top level studio conferences
were being held at Warners on preparations
for filming of "Auntie Mame," attended
by Jack L. Warner, Steve Trilling, Director
Morton DaCosta, Producer Alex March,
screenplay writers Betty Comden and Adolph
Green and Rosalind Russell.
The theatrical production of the Broadway
play is slated for an early 1958 start, with
Miss Russell again essaying the starring role
which she created on the stage.
Texas Vandalism Law
Effective August 22
GARLAND, TEX.—The new Stadium Drive.
In opened liere Fi-iday i26) witli a double feature
of "The Wings of Eagles" and "The
7th Cavalry." It is located near the local
high school football stadium on Belt Line DALLAS—The Texas vandalism law, which
goes into effect August 22, gives exhibitors
road at Buckingham. The owner is Bill
Boren, who owned theatres in Fort Worth a and other types of business owners the right
few years ago. The 566-car Stadium marks to recover civil damages from parents due
the 19th theatre opening in which Boren has to the malicious damage to or destruction
of property by minors. The amount of recovery
is limited to $300 with the liable age
had an active part.
Modern Sales and Service sold and installed
bracket under 18 and over 10.
the projection and snack bar equipment, including
Century projectors, Strong Super 135
Exhibitors in the state are elated over the
law, which was sponsored by Rep. Marshall
lamps, RCA Photophone soundheads with
Bell of San Antonio and passed during the
amplifiers constructed by the Modern technicians
and Baush & Lomb anamorphics. The
last session of the Texas Legislature.
Texas COMPO in a letter to exhibitors
concession section is a 90-foot combination
listed the following provisions of the law:
brick-and-board, tinted in blue. The cafeteria-style
counter is in mahogany matching
Section 1. Any property owner, including
any municipal corporation, county, school
the doors. The deep freeze and refrigerators
district, or other political subdivision of the
have been inset in the wall for an added
state of Texas, or any person, partnership,
convenience.
corporation or association, or any religious
The speakers on the posts have been alternated
with black and yellow sets.
corporated, shall be entitled to recover dam-
organization whether incorporated or unin-
Among those who attended the opening, ages in an amount not to exceed S300 from
and party at the Boren home celebrating the parents of any minor under the age of 18
the event, were Boren's father HoUis, veteran yeai-s and over the age of 10, who maUciously
Memphis, Tex., showman; Jake Elder, Duke and wilfully damages or destroys property,
Clark, Charles Weisenburg, Mack McKinney, real, personal or mixed, belonging to such
Bob Compton, Harvey Hill, J. C. Sklimer,
Debbs Reynolds, H. R. Bisby and Boren's
bookers, Connelly Cox and Doolin Russell.
Burglars at Highway 26 Airer
JANESVILLE, WIS.—Robert Higgins, manager,
reported burglars at the Highway 26
Drive-In stole about $100.
New Tent 34 Members
Sought by 15 Teams
HOUSTON—The membership drive of
Variety
Tent 34, which began July 22. will continue
until Wednesday C7). Board members
are serving as chairmen of the drive teams,
each chau-man aided by seven members. The
15 drive teams, with the chairman named
first in each group, are:
Chief Barker Paul Boesch, Tom Lund, Sid
Balkin, Wayne Duddleston, Norman Clark,
John Pay Dester. W. T. "Bill" Jones and Art
Routzong.
Mitch Lewis, Harold Wells, Rex Van, John
Andrew. Robert Lewis, E. J. Miller, T. M.
"Buster" Dees and Murray Getz.
Morris G. Rosenthal, Frank D. Wilke, John
E. Williams, W. E. Walbridge, Art Warwick,
Gerald S. Gordon, George I. Weiman jr. and
G. A. White.
Augie Schmitt, A. L. Lawson, Alex Mc-
Kenzie, W. H. Mason III, Fred Much, Robert
A. O'Rourke, A. A. Sage and A. M. Shackeroff
jr.
John D. Carpenter. Lloyd Gregory, Charles
J. Giezendanner, H. A. Franz, Dan W. Goodwin,
John L. Healey, O. W. Hungerford and
Bob Bailey.
Dick Gottlieb, Nathan Z. Zehkow, Ray Wilson,
David WilUams. James A. Simon, "Rex"
Braun, Robert Dundas jr. and L. Cecil Gill.
Jack Groves, Jeri-y Kirby. Frank Coogler.
E. M. Dellinger, James Dobson jr., M. R. Hart,
Alvin Guggenheim and Ray Hay.
Lester Hunt, A. S. Black. Alston Cameron,
Robert Lahr, Charles Lewis, Bobby Tinterow,
owner. However, this Act shall not apply to
parents whose parental custody and control
of such child has been removed by court
order, decree or judgment.
Section 2. The suit may be brought in any
court of competent jurisdiction, and venue
thereof shall be governed by the statutes
regulating venue in actions based upon trespass.
Section 3. The action authorized in this
act shall be in addition to all other actions
which the owner is entitled to maintain and
nothing in this act shall preclude recovery
in a greater amount from the minor or from
any other person, including the parents, for
damages to which such minor or other person
would otherwise be liable, it being the purpose
of this act to authorize recovery from
parents, and to limit the amount of the recovery,
in situations where they would not
otherwise be liable.
A trailer has been produced which announces
the new law to the public. The trailer
is available for the actual production cost
price of $1.75 and can be ordered from Texas
COMPO. 2013-A Young St.. Suite 208. Dallas 1.
H. Carlton Storey and A. T. Hughes.
Les Kamin. B. L. Blumberg. Harry Levitt,
Louis C. Gordon, Leon Green, C. L. "Buddy"
Brock, Charles Coneway and Lou Simon.
Fred Nahas, A. C. Buckner, Al Lever, J. O.
Berlowitz, Elmer N. Castle, Robert M. Derden,
Fred Drew and John S. Dunn,
Francis Deering, Warren Fleming. Fisher
Dorsey. Blocker Martin. G. A. Mabry, Leslie
O. West. Ronald Johnson and James H.
Ki'ohn.
Mack Howard. Al Parker, Homer Jordan,
Adie Marks, Harry Martin, Al Mortensen, Joe
Scalise and Sam Slusky.
Bruce Layer. Pat Flaherty, Fred Gibbons,
Richard McGarr jr., John Edwards jr., Jack
Lutey. Gus Mancuso and Ted Roggen.
Felix Tijerina. R. E. "Bob" Smith. Tom
Johnson. George Strake, A. W. Westerhaus,
Jack Perry, George P. Kelley and Selwyn
Flowers.
Pat Foley. Sterling Germany, Lewis Lowenstein.
Robert Newkirk. Bert Wheeler, Howard
Phiffer. I. J. Saccomanno and V. W. Penny.
Remember, it isn't necessary to be part of
the entertainment world to join Variety!
Spanish-Language Films
Move Up in Chicago Area
CHICAGO—Louis Hess, manager for Clasa-
Mohme operations in this area, said Mexican
film business out of the local offices has increased
about 25 per cent since June of this
year, with theatres in the rural areas where
migrant workers from Mexico are currently
employed for the harvest season featuring
Spanish-language pictures. This business will
extend through September at least.
BUFFALO COOLING EQUIPMENT
3409 Oak Lown, Room 107 BUFFALO ENGINEERING CO., INC Dollot, Tan
BOXOFTICE August 3, 1957 SW-1

. . . Fred
I
2310
DALLAS
Tack E. LeMay, southwestern district man-
* ager (or the National Carbon Co., has
been transferred to Pittsburgh. Pa., as mideastern
manager of the carbon products and
railroad sales division. Henceforth, there will
be no district manager here for carbon sales.
All other departments will function as before
Stovenour returned from a vacation-business
trip to Chicago.
CORRECTION: The recent story concerning
the Cinemascope installation at the Dallas
Scottish Rite Hospital for Crippled Children
should have read that Projection Opfor
SPECIAL Skowitumsldp
TRAILERS
ESEiyiCECi.
125 HYDE ST. SAN FRANCISCO (2), CALIF.
PAT BOONE*SAL MINEO
ELVIS PRESLEY p^oros
rxlO"
Black anil While
Glossy
Stock
>|||UU(Minimum Order 1,000 •
'*' — of Either Stirl
ch..k with
Ordtrl I
THEATRICAL ADVERTISING CO.
Cau Oatrelt 1, Mich.

1"
CONTACT YOUR ./b?ianlaaju
fntBnnaiianaL
EMPIRE
PICTURES
HERMAN BEIERSDORF
BOB O'DONNELL
2011 Jackson Street DALLAS 1, TEXAS
SCREEN GUILD PRODUCTIONS
LOIS SCOTT
H. E. McKENNA
708 West Grand Avenue OKLAHOMA CITY 2, OKLA.

. . . Connie
. . Variety
. . Loew's
. . Loew's
. . Variety
Rueiic '
Mission
Circuit Buys
Tex., Airer
MISSION, TEX.—The Buckhom Drive-In.
located between this city and McAllen, has
been purchased by the Ruenes Theatre cli--
cuit 01" the Rio Grande Valley, according to
Ramon Ruenes jr. and Eduardo Izaguirre
Ruenes.
The Ruenes circuit owns several Valley
theatres including the Victoria and Capitol
in Brownsville, the Ruenes in San Benito.
Azteca in Harlingen. Rex in Rio Hondo, El
Rey in Raymondville. Mexico in McAllen. Rex
in Mission and now the Buclchorn.
Founder of the Ruenes circuit was the late
Ramon Ruenes sr., who came to the Valley
in 1900 from Spain and established his first
theatre in San Benito 50 years ago. The
Ruenes family has been in the entertainment
business ever since then, catering to more
than 50.000 patrons weekly.
The transaction putting the Buckhorn into
the Ruenes circuit was handled by Ramon jr.,
and Edurado Ruenes. Eduardo will manage
the new addition. He is a graduate of Mc-
Allen High School and attended A&M last
year.
Within the next couple weeks, the Buckhorn
will be the only area drive-in with an
18-foot soda fountain under the stars.
The Buckhorn will also be equipped with
fumigation facilities which will eliminate
insect trouble. The children's playground will
also be expanded.
Booking for the Buckhorn will be done
through Jefferson Amusement of Dallas to
show first run films.
OKLAHOMA CITY
•The car that Variety Club will give as prize
in its charity money-raising event is a
1958 Ford Country sedan, not a 1948 model
as was reported incorrectly in an item last
week . members staged a surprise
party for Sol Davis, Variety Club manager,
on his birthday last Saturday (27) to honor
him for his many contributions to the club.
A charter member, Davis was one of Tent
22s first directors and its first property manager.
He has been club manager for the past
year. Club members presented Davis a $100
merchandise certificate from Sirs, local
men's clothing store.
There will be no UTOO board meeting in
August, E. R. "Red" Slocum, executive di-
. . . Bill
rector, announced. Next board meeting will
be Monday, September 9, since the first Monday
in September is Labor Day
Slepka's mother, Mrs. Atchison, has returned
home to Okemah after a stay in an Oklahoma
Also home from a hospital
City hospital . . . following surgery is Mrs. Bob Browning.
Browning is in the Video Theatres office
Carpou, salesman for MGM, flew
to New York for the funeral of his father, who
OKLAHOMA THEATRE^ „,,„, ,„„^^,^
SUPPLY COMPANY Equipment House"
Supplies • Equipment • Concession Supplies
A Fully Equipped Repair Deportment
• • RCA Dealer • •
628 West Grond Oklahoma City
died of a heart attack July 25. The funeral
was held in St. Paul's Greek Orthodox Church
in Hempstead, Long Island, N. Y.
Everett Mahaney joined Republic in Oklahoma
City to succeed Wesley Hodges, who
resigned after the death of Mrs. Hodges to
take back operation of his theatre in
Weatherford. Mahaney is a former office
manager for Republic and also worked as
salesman for Allied Artists.
Vacationers on Filmrow included Nina
Ehivis, Warner Bros, cashier, who's spending
two weeks in New York and New Jersey;
Vi Skelton, Wai-ner contract clerk: Betty
McDonald. Columbia clerk, who'll spend her
vacation at home in Custer City; Jo Talley,
MGM secretary, just back from vacation on
Mexican border, and James Peacock, MGM
salesman, just returned from vacation.
Exhibitors seen on Filmrow included H. D.
Cox, Binger; Kay Miller, Arnett; Cliff Lance,
Ringling; Jep Holman, Lindsay; A. R.
Walker, Broken Aitow; Truman EUerd,
Blanchard; Bill Cleverdon, El Dorado; Fred
Hudson, Ardmore; Dana Ryan, Pawnee; E, B.
Anderson, Norman; Hank Robb and Alex
Blue, Tulsa, and R. M. Downing, Collinsville.
HOUSTON
John Arnold has been promoted from man-
* ager of the Majestic Theatre to assistant
city manager of Interstate Theatres. He succeeded
Russell Rindy, who died a few weeks
ago. Other changes are in the making among
Interstate Theatres here but no confirmation
of any appointment has been given.
The Alabama Theatre has held over "Gunfight
at the O.K. Corral" State
.
was keeping "Tammy and the Bachelor" for
a second week manager Homer
.
McCallon spent a week in New York visiting
shows and friends. He made a stop in
Tennessee to see his mother . . . Pfc. Harold
D. Gibbon, better luiown around these parts
as Dean, has a new address in Germany. Now
it is US54178048, Headquarters Battery, 2nd
Battalion, 9th Artillery. APO 36, N. Y. Dean
used to shuttle back and forth between 20th
Century-Fox exchange and the Boulevard
Theatre. He expects to resume that practice
when he leaves the service next spring.
Harry McHaffie, Avalon Theatre operator,
was top man in Class C, scenics and wild life,
of the Post's snapshot contest. Harry's shot
was a picture of Cypress Gardens. Fla., where
he went to see a water-skiing show last fall.
Harry has been a shutterbug for about eight
years and has won several national snapshot
contests. Harry also paints .
barker
Earl Stonecipher has been in Georgia visiting
his mother.
"Oklahoma!" and "The Ten Commandments,"
back at the River Oaks and Village
theatres respectively, were being shown at
popular prices and no reserved seats . . . The
first issue of Entertainment, Houston-published
paper, carried a profile story of Alvln
Guggenheim, manager of the Yale and Broadway
theatres.
Screenplay by Paul Osbom
The screenplay for WB's "Sayonara" was
written by Paul Osbom from James A.
Michener's novel.
RESEARCH BUREAU
for
MODERN THEATRE PLANNERS
ENROLLMENT FORM FOR FREE INFORMATION
The MODERN THEATRE
PLANNING INSTFTUTE
825 Van Brunt Blvd.
Kansas City 24, Mo.
Gentlemen:
Please enroll us in your RESEARCH BUREAU
lo receive information regularly, as released, on
the following subjects lor Theatre Planning:
D Acoustics
n Air Conditioning
n Architectural Serrica
n "Black" Lighting
D Building Material
n Carpets
n Coin Machines
n Complete Remodeling
n Decorating
D Drink Dispensers
Drive-In Equipment
Other Subjects
Theatre
Seating Capacity.
Addiess
City
State
Signed
n Lighting Fixtures
Plumbing Fixluroa
n Projectors
n Projection Lamps
Seating
n Signs and Marquees
D Sound Equipment
n Television
n Theatre Fronts
Vending Equipment
Postage-paid reply cards for your further convenience
in obtaining information are provided in The MODERN
THEATRE Section, published with the first issue of
each month.
SW-4 BOXOFFICE August 3, 1957

: August
•y^m
in vendin g
ss>BmissMiixJimi:.A
in fountains
^
in
theatres
cu p or glass^
INCLUDE
DrPepner
IT PATS . . AND
PAYS . . ati PA YS!
BOXOFTICE
:
3, 1957
SW.5

; August
Decause they like
light refreshment,
people are saying: "Pepsi, Please"!
Good news for theatre operators— because
Pepsi means more drinks per gallonmore
profit per drink, too!
SW-6 BOXOFFICE :
3, 1957

'Sun' in New Orleans
In Spite of Threats
NEW ORLEANS—Threats from a White
Citizens Council chapter and an American
Legion committee failed to halt the showing
of "Island in the Sun," which deals with
interracial romance.
The film opened at the white Tudor Theatre
and the Negro Clabon Theatre.
Louis P. Davis jr., president of the Gentilly
Citizens Council, threatened to file criminal
charges against the theatre for showing the
film which he called "immoral and indecent"
and "grossly scandalous."
The Americanism Committee of the First
District (Greater New Orleans) American
Legion asked that the picture be suppressed
because it "contributed to the Communist
party aim of creating friction between the
races."
But Mike Lion, manager of the Tudor, said
the film would be shown.
"We don't expect any trouble," he said.
"We hope it's a good movie and will draw
good crowds."
"It is a lewd, filthy, sexually indecent and
immoral performance of a white woman making
kive to and marrying a Negro and of a
white man making love to and marrying a
mulatress," Davis said.
Memphis Is Basking
In Sunny Grosses
MEMPHIS—First runs here have gone into
a fourth week of big midsummer business. All
reported well above average attendance for
a third week. "Loving You" at the Strand
did four times average business in Elvis
Presley's hometown during its third week.
The first week of the film did 700 per cent
and scored 600 per cent in its second week.
The Warner Bros, horror duo scored 225 per
cent here.
(Average Is 100)
Moico ^Fire Down Below (Col) 155
Palace Gun Glory (MGM) 120
State Silk Stockings (MGM) 150
Strand— Loving You (Para), 3rd wk 400
Warner The Curse o* Frankenstein (WB); X the
Unknown (WB) 225
Warren Schaeffer Dies;
Gainesville, Fla., Owner
GAINESVILLE, FLA.—Warren Ray Shaeffer,
50, owner and operator of the Suburbia
Drive-In, died from a kidney ailment while
visiting relatives in Burlington, N. C. The
funeral was held in Lexington, Ky. with
burial in Broadhead, Ky. Survivors include
his wife and two daughters. He had operated
theatres in Kentucky and in several Florida
towns before coming to Gainesville from Daytona
Beach three years ago.
No 'Sun' at Fort Myers
PORT MYERS, FLA.—"Island in the Sun"
will not be shown at the Lee Theatre according
to Bob Blotcky, manager. A group of
local public officials, following a preview, disapproved
of the relationships between whites
and Negroes in the 20th-Fox film, Mrs.
Therese Kellum, manager of the Grand, theatre
for Negroes, commented that banning
the film may cause more controversy than
showing it.
:::^^mm:. INDUSTRY PROFILE .=^^m^£:s^;
Mother, Son and Brother Team
Carries on at CIaughton Helm
i MIAMI—The late Edward N. Claughton,
^ who had just lost a fortune in Atlanta,
fi arrived in Miami in 1918 "with just
^ enough money for a ham sandwich," with
^ his wife and two children. Mrs. Claughton,
5< daughter of a St. Augustine businessman
and several times mayor, pitched in to
1^ help him rebuild the family fortune.
g "I knew nothing except how to play
bridge," she recalls, "so I gave bridge
"'
lessons."
"•!
She enrolled in a secretarial school, and
'
before long was working full time.
Claughton became something of a sen-
'
sation on the Miami scene, writes Lawlence
Thompson in a father-son—this time
a mother-son—article in the Miami Herald.
He became an influential man in the
growing city, developing various enterprises.
And Lillian Claughton is still pitching.
The heart of the Claughton enterprisesranging
from a railroad to a hotel, an
island to a restaurant, theatres to a morti;age
company— is in a small office on the
third floor of the Urmey Hotel.
On a wall of that office is a large portrait
of Edward Claughton, who died May
10, 1955. And the late Ed Claughton remains
the heart of the enterprises now
Lirried on by his family.
It is a family business, certainly, run
111 complete compatibility and with desmnation
of authority to the individual
members, by Mrs. Lillian Claughton, Edward
N. Claughton jr., and Amos W.
Corbett.
Mrs. Claughton is president of the parent
Claughton Company in the diverse
Claughton interests that include many
corporations. It is in her office that Ed
Claughton's portrait hangs.
Their son Edward jr. has been active
m the family business since he graduated
liom law school in 1953, and has assumed
more important roles in its du-ection since
his father's death.
Corbett is Mrs. Claughton's brother.
So close is the family relationship that
Ld jr. calls Corbett "Brother," just as
does his mother, simply because he seems
more like a brother to him than an uncle.
The late Mr. Claughton left his imprint
on the growing city in many ways, such
,is developing downtown property, Edison
Center and AUapattah business areas, and
a circuit of motion picture theatres.
There was some speculation about the
Operates Health Center
CORAL GABLES, FLA.—Jack Ray, the original
Freckles of Our Gang movies who went
blind when he was 40 years old, has started
a new career. Undaunted by the loss of his
eyesight, the former film and stage performer
attended classes for more than a half year
at the Lindsey Hopkins Vocational School,
learning to be a masseur and physical therapist.
He now operates the Giralda Health
Center, Coral Gables, and is living here with
his wife and four children.
effect his death would have on his far- ',
flung interests. But his widow, son and J
brother-in-law have proved equal to the ^
task as they direct the business from their g
adjoining offices in the Urmey Hotel. ^
From there they direct a dozen or
more businesses, with about 200 employes
Mrs. Claughton was born in St. Augus- ,
tine, as was her brother. Their father, -
A. W. Corbett, was a real estate man and '/'
merchant, several times mayor of that
venerable city. The family moved to
Miami in 1918, and she attended Miami ,
Senior High School. She went to Atlanta '
on her marriage to Claughton. There
their children Ed jr. and a daughter, now '
Mrs. Jerome Matthews, were born, and she
found time to complete journalism studies
at Oglethorpe University.
^
On Dec. 6, 1941, the day before the at- M
tack on Pearl Harbor, Claughton opened '
the Royal Theatre, since demolished, and
Installed his wife as assistant manager
She has been an important member of the ^
,"'
Claughton business since.
Brother Amos also attended Miami Sen- ^'
ior High, then went to work for the Florida |
National Bank. After ten years in the *'
banking business, he accepted an invita-
,
tion to help his sister run the new Claughton
theatre. Like her, he never left the
Claughton business family.
Ed jr., now 29, had his first job as a \
water boy for a construction company
Every summer until he finished college
he worked, in the later years as an usher
and candy salesman in the family theatres
He was graduated from Miami Senior
High, got his BA from Duke in 1950, and
his law degree from the University of '
Florida in 1953. He served with the Navy, ~
on a minesweeper, in 1945 and 1946 As
soon as he finished law school, Ed joined
his father, mother and uncle and he's '
still a member of the team.
Mrs. Claughton is president of the
Claughton Co. Ed is vice-president. Cor- ^
bett is secretary-treasurer and general g
manager. All three are partners in the M
Seven Seas restaurant, which they have g
on a 99-year lease.
P
Mrs. Claughton and Ed are vice-piesi- ^
dents of the Dade Commonwealth Mortgage
Co., and Corbett is treasurer.
Ed is a director and on the finance
committee of the Chicago & Eastern Illinois
Railroad Co., in which the family
is a major stockholder
'S.-'^', '^ - . X.'
'Island in Sun' Will Open
In West Memphis Houses
MEMPHIS—"Island in the Sun," recently
banned from local screens by censors as being
"too frank a treatment of miscegenation,"
will be shown simultaneously in the
Avon Theatre and Sunset Drive-In at West
Memphis, just across the Mississippi river in
Arkansas. It will open between August 10
and 15, M. A. Lightman sr., Malco Tlieatres,
announced.
BOXOFFICE :: August 3, 1951 SW-7

:
August
Sell . . and Sell
Scores of busy little messages
go out every week to a tremendous
audience— and they get a tremendous
response!
Every exhibitor is
busy— buying,
selling, renting, hiring. All this is
made easier and more profitable
with the classified ads in Clearing
House each week.
READ • USE • PROFIT BY—
Classified Ads
in
BOXOFFICE
Greatest Coverage in the Field —^Most Readers for Your Money
Four Insertions for Price of Three
SW-8 BOXOFFICE :
3, 1957

New United Exchange
Is Opened at Omaha
OMAHA—The United Artists exchange held
a formal opening at its new location at 309
North Sixteenth St. August 1 and invited
members of various branches of the industry,
civic figures and members of the press,
radio and television.
Jim Velde, general sales manager, and Al
Fitter, western division manager, were here
from New York to participate in the occasion
with D. V. McLucas, manager and one
of the veteran figures in the industry here.
McLucas said the change to newer and
larger quarters was significant in that, while
many companies had consolidated their
Omaha branches with Des Moines exchanges,
United Artists had confidence in the Omaha
area potential.
The exchange held open house from 12 to
2:30 p.m. and served cocktails and a dutch
lunch.
First 100 Free at 'Loving'.
Line Starts Forming at 6
MINNEAPOLIS—"Loving You" was helped
to a fast start at the State Theatre here by
an unusual opening day stunt. The theatre
doors were opened at 8;30 a.m., three and a
half hours earlier than customarily and the
first hundred people in line were admitted
free as star Elvis Presley's guests.
After the newspaper ads telling about the
free admissions, the boxoffice line on the
opening day started to form at 6 a.m. It was
a long line and the fact that there were
more than a hundred in front of them didn't
stop many others from remaining and paying
their way. Starting at 9 a.m., the early mornmg
show pulled 375 payees—very big for
Minneapolis.
One young girl told State Manager Francis
Wiggins she had gone home from the Aquatennial
parade the night before and slept sitting
up in a chair all night so that she
wouldn't have to put up her hair and could
reach the theatre earlier. The early line was
all youngsters, except for a pair of slxtyish
women, Wiggins said.
When the theatre lights went down a voice
from behind the stage curtains said, "Hiya,
folks!" and, reported Minneapolis Tribune
columnist Will Jones, "the hair trigger audience
let out a scream." The scream trailed
off into groans of disappointment when
everybody realized that the greeting hadn't
come from Presley, but was Bill Slater's at a
sport reel's opening.
Would-Be Thieves Foiled
OELWEIN, IOWA—No damage and nothing
missing was reported by drive-in theatre
Manager Horace Spencer after a break-in
last week. It was believed to be the work of
young "punks" who were looking for some
loose change, cigarets or candy. Spencer reported
that the cash register drawer, which
is left open, had been closed. No money is
left in it and the management does not sell
cigarets. Entry was gained by opening the
screen doors on the west side of the building
and then taking out the screws of the
locks on the big doors and forcing the bolts
open.
Film Commissioners and Film Folk
Make Friends at Milwaukee Party
By BILL NICHOL
MILWAUKEE—For the first time in the
mayor's motion picture commission's history,
an old-fashioned get together party was held
at the Schlitz Brown Bottle to bring members
of the commission and exhibitors and
distributors together in an effort to "cement
a bond of friendship between us," as Val
Wells, executive secretary of the commission
put it.
Asked how the party came about. Wells
said he discussed the subject with Ben Marcus,
head of the circuit bearing his name. As
usual, Marcus was all for any arrangement
which would bring about something in the
nature of better understanding between both
factions. Marcus broke bread with his old
friend Sol Abrams, a vice-president of the
Schlitz Brewery here. And, you guessed it.
The next day. Invitations were sent out:
"Mr. Henry Rozga, president of the Mayor's
Motion Picture Commission announces that
the Schlitz Brewery has invited the members
of the commission, their families and friends,
to an evening of hospitality at the Schlitz
Brown Bottle Hall on Tuesday, etc." The announcement
went on to elaborate on the
festivities, which were to include a delicious
buffet luncheon, with entertainment to be
added as a final gesture.
As one of the exhibitors jokingly remarked
at the party: "That was a sneaky way to put
that announcement, but I guess it served its
purpose." And it did, for strangely enough,
over 100 registered in, with perhaps another
100 who passed in while others were "signing
in."
Once the gettogether was under w'ay, any
thought of possible barriers between the opposing
factions was lost in the shuffle. Said
Wells: "This is the sort of thing we've been
lioping for. We should gather in this manner
more frequently, for I feel certain that
much of the so-called misunderstanding involving
questionable pictures could be ironed
out before becoming a public issue."
Marcus commented: "The main purpose of
this gathering, is primarily, to inject the
spirit of friendliness between commission, exhibitor
and distributor. Tonight, we're meet-
New Goodwill Trial Grant
By R. I. Supreme Court
PRO'VTDENCE—The state Supreme Court
recently granted the Goodwill Advertising Co.
of Boston a new trial of its suit to collect a
balance of $3,150 it claims is owed by the
Elmwood Amusement Corp., operators of the
Hollywood in East Providence, for licensing
the theatre to conduct bank night starting
in March, 1941. (The Hollywood is now shuttered
and up for sale.)
Judge Patrick P. Curran in superior court
had directed a verdict for the theatre corporation.
He held that the contract to conduct
bank night could not be enforced because the
scheme was a lottery and violated state law.
The state Supreme Court, in an opinion
written by Associate Justice Thomas J. Paolino,
held that under the strict wording of
the contract, bank night was not a lottery because
participants were not to be required to
purchase theatre tickets. Anyone wanting to
ing on common ground ... no bones to pick,
no arguments to settle. Many of us, have
never met one another before. An evening
such as this, can do all of us a world of
good."
Mrs. Ralph Koenig, both a commissioner
and official of the Milwaukee County Better
Films Council, had this to say regarding the
affair: "I am actually surprised at the
'turnout' here this evening. I feel that meeting
in this manner will go a long ways towards
affecting future policies in connection
with certain pictures."
Harry Olshan, manager for Columbia Pictures
here, said the evening w^as a success,
as far as he could judge.
Other distributors. Ward Pennington, of
Paramount, and Pat Halloran, Universal, for
example, were loud in their praise over the
affair. Andy Spheeris, radio station WEMP
and the Towne Theatre, asserted that this
manner of getting together offered numerous
opportunities for the commission as well as
the exhibitor-distributor.
For years, the commission has stoutly
maintained that it does not wish to be
labeled a group of censors, pointing out it
lacks the legal powers of an outright censorship
board. However, during the past year,
despite actual censorship power, several pictures
came mighty near being "pulled" as
a direct result of the pressure the commission
brought to bear. And in one instance, one
of the local theatres did pull the picture,
which necessitated closing the house for the
balance of the day, since it was impossible to
get prints of another film on such short
notice.
As one commissioner at the party remarked,
"The w-ay that situation was handled, was
certainly due to too hasty action on the part
of both the commission and the police. I
think gatherings of this sort will correct any
repetition."
Among those attending, were:
Vol J. Wells, executive secretary for the commission;
Mr. and Mrs. Robert P. Druecker, commissioner;
R. W. Taylor, aide; Mr. and Mrs. Morrie
Anderson, Screen Guild; Mr. and Mrs. Irwin CinotI,
Cinema, Inc.; Mr. and Mrs. Harold Pearson, Allied
executive secretory; Eddie Johnson, commissioner arKl
(Continued on following page)
participate was supposed to be allowed to
register and winners of drawings were supposed
to be announced outside as well as inside
the theatre. The decision added that
instead of directing a verdict, the trial judge
should have allowed the jury to decide from
the evidence whether the parties had varied
the terms of the contract so that it was actually
run as a lottery.
The Hollywood, which allegedly refused to
pay license charges between 1943 and 1949,
contended that it ran the plan so that only
paying patrons could take part. Judge Paolino
said this amounted to an admission by
the theatre that it had been conducting an
illegal lottery. But he said that there was
no credible evidence that the Goodwill Advertising
Co., which owned the bank night
plan, knew or consented to any variance by
the theatre management.
Starred in the title role of United Artists"
"Baby Pace Nelson" is Mickey Rooney.
BOXOFTICE August 3, 1957 NC-1

Commissioners Make
Friends at Party
(Continued from preceding pagei
Roosevelt Theatre; Mrs. G. Elenor Meyer, commissioner;
Mr and Mrs. Ed. Geigcr, aide; Mr. and Mrs. Rudolph
Miller police department; Mr. and Mrs. Ralph Kocnig,
commissioner; A. M. Spheeris, WEMP, ond Towne
Theatre; Tom Shanahon, onnouncer, WEMP.
Also Gerry Fronzen, general manager, Cinemo,
Inc Mr. ond Mrs. Roy J. Moe, commissioner; Mr. ond
commissioner; J. M. Wcchsler,
mayor's office; Mr. and
Mr. ond Mrs. Horry Mintz,
Holloran,
ond
Mrs. Henry Rozgo,
Worner Bros.;
A/rs.
Al M.
A.
Dovis,
Mrs. Word Pennington, Paramount; Mr. ond Mrs. Pot
Universal;
J.
Harry Olshon, Columbia; Mr.
Mrs.
M. Chudnow,
Rodoft,
commissioner; Mr. ond
aide;
Mr. and Mrs. Louis Kone, on aide;
Stanley Warner;
Mr. ond Mrs. A. Soltzstein, mayor's office; Mr. ond
1. Mrs. Mortier, alderman; Mr. and Mrs. Eugene
Einem, commissioner; Mr. ond Mrs. Joseph Strother,
Marcus Theatres,
Also Mr. ond Mrs. Louis Giuntoli, aide; Jack Frockman
Republic; Mrb, Evelyn Gutenberg, Grond Theotre;
Mr. ond Mrs. "Bill" Nichol, BOXOFFICE; Mrs.
B Newman, Mr. and Mrs. E. Mushack, Mr. ond Mrs.
H. F. Schmitt, Chas. C. Kohn, Robert Meyer, Mr.
and Mrs. A. Fogelson, Mr. and Mrs, J, Schumacher,
Stonlev Budny, Mr. and Mrs. Walter Heyse, Mr. and
Mrs. Fronk Dcrfus, R. W. Baker, Mr. and Mrs. Ben
Trimborn, Mr. and Mrs. Horry Kramer, Mr. and Mrs. E.
Froiling, Robert W. Mueller, Mrs. A. Neuendorf, Eunice
Niemi, Dons Owens, Mr. and Mrs. A. A. Zoffronn,
Mr, ond Mrs. A. Franklin, Glodys Heyse, Mr. ond Mrs.
Henry Peck, George Devine ond Truman Schroeder,
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Change by Fox on Bidding
Alone So Far in Mill City
MINNEAPOLIS—So far no other distributor
has followed 20th-Fox in announcing that
it no longer will accept competitive bids but
will sell again to local downtown first run
accounts—Minnesota Amusement Co., BKO
Theatres, Ted Mann and Ben Berger— by
negotiation.
After many years of product splitting, competitive
bidding took over in the Loop when
RKO Theatres demanded it of all companies
for its two downtown houses here.
In a short period many important pictiu-es
were awarded to the two local RKO theatres
by such companies as MGM and United Artists
from which, along with 20th-Fox and
Paramount, they had been shut off from during
the years of product splitting. Among
these pictures are "Silk Stockings," "The
Sweet Smell of Success" and "The Pride and
the Passion." Recently 20th-Fox awarded
RKO Theatres "A Hatful of Rain," but when
the circuit was unable to date it until September,
20th-Fox took the picture back and
turned it over to Mann who is playing it currently
at the World Theatre.
In recent weeks 20th-Fox awarded "Bernardine"
and "Will Success Spoil Rock
Hunter?" to the Minnesota Amusement Co.
which also has been awarded Warner Bros.
"The D.I.," Universal's "Tammy and the
Bachelor" and Paramount's "The Delicate
Delinquent," "Beau James" and "Loving You."
Triple Payoff Received
In Conscience Money
OMAHA—Receipts at the downtown RKO
Brandeis, Orpheum and State theatres took
a spurt last week—thanks to a patron's nagging
conscience.
Ed Force, manager of the Brandeis; Don
Shane of the Tri-States Orpheum and Kermit
Carr, general manager of the Goldberg
Theatres all received U. S. money orders
through the mail. Unsigned notes enclosed
with the orders, all neatly typed, read:
"Do not return the enclosed money order
as this is a false name and address This is
for restitution. When I was over 12, I used
to claim my age as being under 12 for a few
times."
There is considerable reduction in admission
prices—both afternoon and evening
under 12. The money order was made out as
purchased by "Ernest Ambler, 3317 Vaughn,
Council Bluffs, Iowa."
Belafonte $5.50 Top
MINNEAPOLIS — 'When Harry Belafonte
brings his show into the 4,100-seat Radio
City here for three nights and a matinee,
August 15-17, the theatre will be scaled at
$5.50 top or 50 cents higher than the top for
Victor Borge at the same showhouse recently.
There will be no film offering.
Horror Package Does
200 at Milwaukee
MILWAUKEE—The Warner Bros, horror
dual. "The Curse of Frankenstein" and "The
Unknown" opened at a resounding 200 at the
Warner Theatre.
1 80
(Average Is 100)
Alhambro The Block Tent (RFDA), Checkpoint
(RFDA) 60
Poloce Night Passage (U-l); The Young Stranger
{U-D 200
Riverside The Delicate Delinquent (Para) 180
Strand Around the World in 80 Days (UA), 3rd
wk 300
Towne The Ten Commandments (Para), 25th wk, 160
Warner The Curse of Frankenstein (WB); The
Unknown ( WB) 200
Wisconsin Bernardine (20th-Fox); Spoilers of
the Forest (Rep), 2nd wk
Omaha Grosses Stay
Well Over Average
OMAHA—Downtown theatres
continued to
chalk up plus average grosses. Best showing
was made by "Man on Fire." with a couple
of others close behind. The weather, after
a few cool days, swung back into the heat
pattern which may have been reflected at
the boxoffice.
Brandeis- Loving You (Para) 130
Omaha Kronos (20th-Fox); She Devil (20th-Fox) 90
Orpheum The D.l. (WB) 145
State-Man on Fire (MGM) 125
Mill City First Runs
Draw Loop Crowds
MINNEAPOLIS — Strong newcomers were
much in evidence, bringing good crowds to
the Loop. However, despite Jayne Mansfield's
presence in town and the tremendous amount
of free newspaper and air coverage obtained,
her picture "Will Success Spoil Rock Hunter?"
failed to click.
Gopher Man on Fire (MGM), 2nd wk 90
Lyric The Delicate Delinquent (Poro), 2nd wk. 125
Orpheum Silk Stockings (MGM), 2nd wk 90
Pan— Trooper Hook (UA); Hidden Fear (UA)—^Split
with The Peacemaker (UA); Buckskin Lady (UA) 100
Radio City—Will Success Spoil Rock Hunter?
(20th-Fox) 70
State Loving You (Para) 150
'Commandments' to Open
In Four Sub Run Houses
MINNEAPOLIS—The Terrace, Hollywood,
Edina and Riverview theatres here turned in
the successful competitive bids for day-anddate
special engagements of "The Ten Commandments."
This fu-st outlying presentation
of the film at advanced admissions
starts August 21. Two of the theatres, the
Terrace and Riverview, are Volk Bros, operations.
The winning bids call for a minimum
run of two weeks.
"The Ten Commandments" ran 13 weeks
at the Lyric here with all seats reserved, two
showings a day and a $2.25 top. This was
an exclusive territory engagement. Last week
the picture was released in the territory for
nonreserved seat special engagements at advanced
admission.
/f^/l/td^'^^^^
Greater Crater Area

DOUBLE BOXOFFICE BLOCKBUSTERI Nt
CONTACT YOUR yh?zanIaarL, mZa/znatia/iaL E)
INDEPENDENT FILM DISTRIBUTORS
DONALD E. SWARTZ
lOU Currie Avenue, North
MINNEAPOLIS 3, MINNESOTA
INDEPENDENT FILM DISTRIBUTORS
MOREY ANDERSON
706 West State Street
MILWAUKEE 3, WISCONSIN
HOLLYWOOD PICTURES,
MEYER L STERN
1508 Davenport Street
OMAHA, NEBRASKA
INC

D E S
MOINES
pilmrowers e-: "inded their sympathy to
EjTon S-iapiro, Columbia manager, whose
father, Saniuel Shapiro. 79, of Minneapolis
died of a heart ailment . . A. H. Blank, re-
.
tired president of Tri-States Theatres Corp.,
celebrated his 78th birthday July 20. Among
the celebrations was the one held at Raymond
Blank Memorial Hospital, where children
who were able were wheeled into the
recreation room to feast on ice cream and
birthday cake with the honored guest. This
is the tenth year Blank Hospital personnel
has honored Mr. Blank, who donated the
children's hospital in memory of his son.
The audience at the Corral Outdoor Theatre
in Cherokee sat through a heavy storm
recently to see the movie. When the storm
broke at 10:15 p.m.. the show continued, with
the help of several dozen pairs of windshield
wipers. Manager Rollin Stonebrook revealed
that damage estimated at $1,500 was sustained
by the lower part of the screen, the
fence surrounding the Corral and buildings
behind the screen.
Jimmy Stewart was in town for four hours
last week, promoting his newest movie "Night
Passage." In his interview with the press,
•
• Our Sound Service is under the
direction of H. L. Jepson.
•
Our Sales Department is under the
• direction of Dick Sutton.
•
• Our Modem Repair Shop will repair
your Standard and Super Simplex,
Century and Motiograph Projectors.
John McCallum in charge
OWNER A.E. THIELE
Stewart said the "Do-It-Yourself" boys were
movies' fiercest competition—not television.
He said he thought more men were working
on things in their basement workshops, keeping
them home from the motion picture theatres
. . . Earl Kerr was on the Row booking
for his Iowa theatres. W. Grossman, Nevada
exhibitor, was another visitor on the Row.
Blaze Knocks Out Theatre;
Smoke Damage Extensive
DES MOINES — Fire broke out in the
Eastown Theatre, 1536 East Grand Ave., a
half-liour before show time. No one was in
the building.
Lt. Jacques O'Brien of engine station No. 9
said the fire was confined to a small storeroom
beside the projection booth. He estimated
damage at between $4,000 and $5,000.
O'Brien said the fire apparently was started
by a .short in the electrical wiring. He said
the theatre probably will have to be redecorated
because of extensive smoke damage.
Kermit Hyler, 17, an usher in the theatre,
said the room where the fire started was used
to store popcorn, boxes, extra seats and advertising
posters. Gus Simon, manager of
the theatre, was out of the city.
Three Nebraska Theatres
Are Reported Reopened
OMAHA—A number of reopenings were reported
in towns in the Nebraska territory
la.st week.
At Greeley, the Idyl Hour, which had been
closed, has been taken over and will be operated
by Maurice W. Curran. It formerly
had been operated by Ben Juracek.
At Humphrey, John Preston reopened the
Coronado on a once-a-week basis.
Millard Rethwisch is reopening his Victory
at Tilden.
Things are looking up at North Bend,
where Nick Wackel had planned to close the
Joy. Merchants are cooperating to keep the
theatre in operation.
Vandals Steal Four Reels
Of 'Dolphin' From Theatre
OMAHA—Ralph Falkenburg Jr. reported
that "Boy on a Dolphin" was so attractive
in his town that someone stole four reels of
the film.
Falkenburg said that previous to the playdate
of the picture, a person or persons
broke into his Majestic Theatre and cut out
sections of a trailer in which Sophia Loren
appeared.
Came the date for playing and someone
broke in a side door of the theatre in the
daytime and stole reels 2, 4, 5 and 6. The No.
1 reel was in the machine at the time and
Palkpnburg is at loss why the thief left
No. 7.
"Tender Fury," a Wamer release, was
written for the screen by associate producer
Sally Stubblefield.
M^
DES MOINES THEATRE SUPPLY CO.
1121-23 High Street Des Moines, Iowa Phone CHerry 3-6520

Twin City ETA Fights
Clearance Jockeying
MINNEAPOLIS—So fai' Warner Bros, has
made no reply to the demand served on it
by the Twin Cities group of Exhibitors Trade
Ass'n (formerly North Central Allied) to release
"The D.I." to Minneapolis and St. Paul
neighborhood houses in accordance with the
established clearance schedule or face not
having it played at all by ETA members.
"The D.I." would go to Minneapolis neighborhood
houses in the earliest 28-day clearance
slot on August 7 if Warner Bros, adheres
to the regular clearance. Martin Lebedoff,
ETA chairman, said the neighborhood
exhibitors will fight to re-establish clearance.
He claimed the neighborhood exhibitors
have suffered because of the increasing failure
of distributors to deliver product to them
on the clearance breaks. It is becoming a
virtual custom to hold back pictures when
several important ones break at the same
time, he said.
By holding back so as not to be in competition
with another company or for the reason
that the time is not considered the most
favorable from a neighborhood boxoffice
standpoint, the distributor is able later to
exact stiffer terms, Lebedoff pointed out. By
the same token, he said, the exhibitor is more
at the distributor's mercy and more neighborhood
houses have to play the same picture
day and date to their boxoffice disadvantage.
Shortage of prints is sometimes given as
a reason for not releasing a picture according
to the clearance schedule. Lebedoff feels
this shortage is artificially created to enable
the distributor to impose stiffer terms.
No Downtown Situations
For 'B' Film in Mill City
MINNEAPOLIS—With "An Affair to Remember"
and "Night Passage" booked into
the downtown Minnesota Amusement Co.
Lyric and RKO Theatres' Pan, respectively,
there's no place to go here except the neighborhood
houses for "B" and lesser fare. And
the outlying theatres steer as far clear from
the minor films as they can, much preferring
the more important fare second run.
Previously the Lyric and Pan have been
largely devoted to twin bills of "B" and
lesser grade pictures. All other Loop first run
theatres have striven to play "A" product
exclusively.
The minimum four-week downtown engagements,
now becoming a regular thing for
the bigger pictures, is one of the developments
resulting from the recent inauguration
of Loop competitive bidding. The longer
runs go with the
competitive bids and practically
require MAC and RKO Theatres to
utilize all of their downtown theatres for top
product.
WB's film version of Kathryn Hulme's best
selling novel, "The Nun's Story," will star
Audrey Hepburn.
NATIONAL THEATRE SUPPLY
W. M. "BILL" ALLISON
307 No. 16th St. Omaha, Neb.
OMAHA
JJerman Hallberg, manager for 20th-Fox a
number of years, last week took over the
reins of the Omaha exchange in a three-way
move. Omaha exchange chief George Regan,
formerly of Kansas City, is being transferred
to Kansas City and Howard Kinser of Kansas
City will go to Indianapolis to take over
that branch. M. E. Levy, district manager,
was here from Minneapolis to supervise the
change. Regan is sporting a beautiful new
wrist watch, gift of the Variety Club at a
farewell stag.
Bob Fridley, former Ida Grove exhibitor, is
taking over the king Theatre from R. M. Bernau
. . . Bill Harmann, former Pilmrow
booker, was on the Row booking dates for
Jim Liska's theatre at Niobrara . . . Dorothy
Weaver, 20th-Fox assistant cashier, plans to
take in the races at Columbus this week on
her vacation ... Ed Force, manager of the
Brandeis Theatre, spent a week of his vacation
at home last week while his mother was
visiting from New York for her first acquaintance
with her new grandchild.
Jack Andrews, salesman in the lowa-Nebraska-South
Dakota territory and formerly
with Pai-amount, Columbia and Selznick,
visited Filmrow and said how much he missed
exhibitors. Jack was known as a salesman
who drove a hard, honest bargain . . Leonard
.
Leise of Randolph tried his fishing luck
at the new Gavins Point reservoir . . . Mrs.
Frank Gannon of the Sky Theatre at Schuyler
is vacationing in California.
Norm Nielsen, Universal salesman, reported
the first casualty in the 14 years the Nielsens
have had a swimming pool in theii- back yard.
The Nielsens have a group from Hanscom
Park Methodist Church Sunday school out
nearly every week. A boy in one of the groups
ignored a warning and dove into the shallow
end. It took about ten stitches to fix him
up. Norman's younger son Larry now at the
YMCA Camp Sheldon near Columbus, will
leave in about two weeks fo. a Black Hills
trip with a youth fellowship group. The
youngsters earned the money to hire a chartered
bus and they expect to take part in the
Passion play at Spearfish Canyon . . . Virginia
Moser, secretary to city Tri-States Manager
Don Shane, is vacationing in the Ozarks,
I
Seen on Filmrow were these exhibitors: Mr,
and Mrs. Fred Schuler, Humboldt; Slim
Frasier and his son Paul, Havelock; Walter
Austin, Plainview; Sid Metcalf, Nebraska
City he's feeling better after an illness);
lowans Bob Kruger, Sioux City, and Dick
Johnson, Red Oak, and South Dakotan Eskel
Lund, Viborg.
Cut in Eau Claire Fee
On Theatre Debated
EAU CLAIRE, WIS.—The request of F. G.
Nutting, manager of the State Theatre, for
a reduction in the present theatre Ucense
fee of $200 a year was discussed recently
before the city council. The State, and the
Hollywood Theatre, owned by S. M. Srengs,
made the request jointly, Grengs also was
present.
Nutting told the council that television
among other things had hurt the business
of motion picture theatres. He pointed out
that only a few years ago the Minnesota
Amusement Co., which operates the State,
had four theatres running in Eau Claire.
"Today," he said, "we operate only the one,
the State. Three of our four theatres have
been closed due to poor business in the last
few years."
Ray L. Niles, district manager for MAC,
was quoted as saying that television has
caused many theatres to close in numerous
towns surrounding Eau Claire. The Niles
statement listed license fees in other towns
where MAC operates, and concluded that
he thought $50 would be an equitable fee.
Problems?
Sound and
Projection
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BOXOFnCE Auglist 3, 1957
NC-5

. . . Warner
I
. . Harry
. . .
The
. . Bob
. . "East
. . Don
MINNEAPOLIS
pounding out a full year. Cineramas "Seven
Wonders of the World" continues to play
to profitable grosses at the Century here.
Another reserved seat attraction. "Around
the World in 80 Days," in its third week at
Ted Mann"s Academy, is packing 'em in practically
Theatre reopenings
every night . . . occurred at Mellen. Wis., and Regale, S. D.,
but at North Branch and Clinton. Minn., the
sliowhouses shuttered. Robert Voshell, the
North Branch exhibitor, attributes the poor
businejis resulting in the closing "to a great
extent to daylight saving time" . H.
Weiss. RKO Tlieatres division manager, returned
from a trip through his territory.
wliich extends to Denver.
LeRoy J. Miller, U-I manager, was vacationing
at a northern Minnesota lake resort
exploiteer Don Walker was in
from Kansas City to handle the campaign
for "The Curse of F^-ankenstein"-"X the
Unknow-n." booked at the Gopher.
Local branch and district managers met
Monday in the Minnesota Amusement Co.
offices to set up the annual fall money-raising
campaign for the Variety Club's University
of Minnesota campus heart disease
20ih-Fox booker Ann Griffin
hospital . . .
vacationed in northern Minnesota . . . Bob
Favaro has enlisted the local Star-Tribune
newspapers in a carrier contest involving
"Gun Glory." slated for the Gopher here
August 10. Every carrier who turns in two
PAT BOONE«SAL MINEO
ELVIS PRESLEY
• Black and White )]nOO(Mii
FAN
PHOTOS
Per Thoinao^
mum Order 1,000 •
of Either Star)
Check with
THEATRICAL ADVERTISING CO.
Order! 2310 Cass Dtfrolt 1, Mich.
|
new subscriptions will receive a pair of passes
to a preview of the picture.
.\ gale wrecked the ticket booth and entrance
of the Huron, S. D., drive-in theatre,
but temporary repairs were made immediately
The
and no shows were missed Minnesota Amusement Co. received a full
column from Mankato Free Press columnist
Franklin Rogers for the beautifying job it did
to its Grand Theatre tliere. The columnist
declared "this is the day that Mankato's
theatres start fighting back after Hollywood's
strategic retreat before TV's onrushes."
Rogers feels that "movie moguls have been
acting like a bunch of pantywaists," but, he
pointed out, "the rehabilation of the Grand
indicates a new lease of life and is indicative
of what the industry has in mind for the
future."
Bill Frank, who has the theatre in West St.
Paul, is happy because the city council voted
for strict enforcement of the bingo law. causing
the three principal operators to withdraw
their applications for the renewal of
their licenses, which had been suspended.
An investigation had shown that the state
laws had been violated by operators who were
grossing nearly $2,000,000 a year and hurting
the local showhouse.
.
Jack Alexander, Republic division manager,
was in Ruben, Paramount Pi-esident
Barney Balaban's assistant, was here . . .
U-I hosted a press, TV and radio cocktail
party for Jimmy Stewart, here for the Aquatennial
and to plug his "Night Passage," current
at the RKO Pan . of Eden" is
being revived at local neighborhood houses
. . . Tlie British "John and Julie" opened at
George Granstrom's Grandview in St. Paul
Westgate brought back "Brigadoon"
and "Guys and Dolls" singly . . . The
MGM
staff held its annual summer picnic at Excelsior
on Lake Minnetonka . Swartz's
"Children of Love" was booked into the
neighborhood Avalon after having played
the 7-Hi and 100 Twin drive-ins giving the
ozoners by far their season's biggest grosses.
MORE THAN
300 ^"^'^"^
Northwest Sound Service, Inc.
(PMJi FOR ALL SYSTCMS)
I • MINNEAPOLIS • Federal 5-01 94
Jimmie H. Davis Injured
SHREVEPORT, LA.—Former Gov. Jimmie
H. Davis, singer and star of "Louisiana." produced
several years ago, suffered a broken
leg recently while he and his son Jim, 12,
were setting a trot line on Yucatan Lake near
the Davis farm home in Tensas parish.
HANDY

Air Force Recommendation
Pleases Jimmy Stewart
MILWAUKEE—Col. James Stewart, center
of a promotion controversy that has aroused
national interest, arriving here to plug his
most recent Universal picture. "Night Passage."
said. "The Air Force made the nomination
and I'm proud of it."
Stewai-t was recommended for advancement
to brigadier general by the Air Force
but the promotion was sharply challenged by
Margaret Chase Smith. Republican senator
from Maine. Senator Smith has stated that
Stewart's reserve training activities since
World War II have been too limited to qualify
him for responsibilities that would be his as
a general officer in event of a sudden outbreak
of war.
Stewart, who entered the Air Force as a
private in World War II, rose to high rank
and his combat honors included the Distinguished
Flying Cross.
Stewart met 100 representatives of press,
radio and television at Hotel Schroeder and
was guest of Norman R. Klug. president of
the Miller Brewing Co., at a Milwaukee Braves
baseball game.
Another feature of Stewart's rapid-fire
visit here was a reunion with Milan Mlakar,
a local businessman who had served as a
captain with Stewart in the 445th heavy
bomber group during World War II. Stewart
also met local Air Force officers as part of
the publicity buildup arranged by Benny
Katz, Universal press representative in this
area. Katz was assisted in organizing Stewart's
fast-paced activities here by Jack Diamond
of Universal's Hollj-wood staff and Milt
Harman, manager of the Palace Theatre,
where the star made personal appearances.
Queried as to the competition of television
with motion pictures, Stewart said: "Television
has boosted the qualities of movies, although
I have no personal plans for the new
medium. I'm not against it. I've done three
General Electric plays on film and a couple
of live spots as a guest. Still, when you are
busy making movies, and go into television,
too, it seems to me you end up competing
with yourself."
Stewart said his next picture will be an
Alfred Hitchcock thriller, and after that, a
picture based on the play, "Bell, Book and
Candle."
Moved
Joseph Miklos Is
To New Britain Strand
NEW HAVEN—Harry Feinstein, zone manager
for Stanley Warner Theatres, has announced
these promotions, effective immediately:
Joseph Miklos, manager of the Embassy,
New Britain, moves to the Strand, that city,
succeeding the late Joseph S. Borenstein.
At the same time, Michael Mowchin, formerly
Borenstein's assistant;, becomes manager of
the Einbassy, and Edward McClosky, ex-Embassy
assistant, moves over to the A-house.
the Strand, in a similar post. His replacement
is Kenneth Savage, promoted from the
Embassy chief of staff.
WiUiam McGrath. State manager. Manchester,
shifted to the Palace, Danbury, succeeding
the late Jack Harvey. William Sheppard,
former State assistant, moves up to
managership of that situation.
Showman Defies Klan;
Says He'll Use Shotgun
GRAY. GA.—A theatre owner who reported
he had been threatened with a "visit"
from the Ku Klux Klan says he will "shoot
the robes" off any Klansmen who attempt to
"take over" his theatre.
James Balkcom commented: "The way to
meet a threat is to make one. If they bother
me, they are going to have to do it through
the barrel of a shotgim."
Earlier, he reported to Jones County
Sheriff Holmes. Hawkins that he received the
threat because the theatre permits Negroes
to sit in the balcony on a segregated basis.
Balkcom said a man one night at the theatre
showed him what he thought were Klan
credentials and made the threat. Balkcom
said he was approached by a Klan official
eight years ago and asked to join the organization
and distribute literature at the theatre.
"I ran him off then." Balkcom said, "and
I'll keep on running them off every time they
come."
Bibb County Klansmen rode through Gray
one night recently, some in full regalia. An
official of the group said that the incident
had nothing to do with the threats received
by Balkcom. The Klansman, who was not
identified by name, denied any knowledge of
the threat.
Balkcom has been in the theatre business
here 14 years.
Drive-Ins at Columbia, S. C.
Combat Gatecrashing
COLUMBIA, S. C—Loca;l drive-in theatre
operators are combatting a teenage gatecrashing
craze. They watch especially close
when a lone youth drives up for a ticket.
They have found that the youth, who purchases
a single ticket, often drives on in to
a parking spot, jumps out of the car, releases
the trunk and lets three, four or five
more youths out of the compartment.
To discourage the practice, attendants follow
suspected cars and watch the offenders.
Either they are unwary and are caught, or
they see the attendant and finally have to
leave to keep their friends from smothering
in the crowded trunk.
Conservatives Promise
Magazine Tax Change
OTTAWA—The new Conservative
government,
elected June 10, has promised that the
special excise tax on foreign magazines and
other periodicals which went into effect last
January may be revised or replaced when
the budget is brought down next October at
the first session of the new Parliament.
The present levy, adopted by the previous
government, consists of a 20 per cent excise
tax on all advertising revenue in publications
entering Canada which publish what is known
as Canadian editions. It is expected that the
special impost, apparently designed to protect
Canadian periodicals, will be replaced
bv a customs tax of more moderate rate.
Based on Prize--wTnning Novel
Warners' "The Old Man and the Sea" is
based on Ernest Hemingway's Nobel and
Pulitzer Pi-ize novel.
RESEARCH BUREAU
for
MODERN THEATRE PLANNERS
ENROLLMENT FORM FOR FREE INFORMATION
The MODERN THEATRE
PLANNING INSTITUTE
325 Van Brunt Blvd.
Kansas City 24, Mo.
Gentlemen:
Please enroll us in your RESEARCH BUREAU
to receive information regularly, as released, on
the following subjects for Theatrp Planning:
D Acoustics
^ Air Conditioning
n Architectural Serrice
D "Black" Lighting
n Building Material
Carpets
n Coin Machines
D Complete Remodeling
Decorating
Drink Dispensers
D Drive-In Equipment
Other Subjects .
Theatre
Seating Capacity...
Addiess
City
State
Signed
n Lighting Fixtures
n Plumbing Fixtures
HH Projectors
n Projection Lamps
3 Seating
n Signs and Marquees
Sound Equipment
3 Television
Z2 Theatre Fronts
'Vending Equipment
Postage-paid reply cards for your further convenience
in obtaining information are provided in The MODERN
THEATRE Section, published with the first issue of
each month.
BOXOFFICE August 3, 1957 NC-7

T. S. PETERSEN
"Investing in America has made our country great"
The American competitive enterprise system was
founded on the work and savings of the people and
has produced the highest standard of hving in history.
"Our people of their own free will have made all
forms of investment from Go\'ernment Savings Bonds
to venture capital for new enterprise. Competitive enterprise
is dependent on the continued supply of these
funds, which benefit consumers, workers, and the
national interest.
"Investing in America through Savings Bonds and
venture capital has helped make our country great and
this idea needs to be brought home to all the people."
T. S. PETERSEN, President,
Standard Oil Company of California,
If your employees do not enjoy the advantages of
the Payroll Savings Plan— or if participation is less than
50% — act right now. A letter to Savings Bonds Division,
U.S. Treasury Department, will bring prompt assistance
from your State Director. He will help you put an
application blank into the hands of every employee. It
requires a minimum of effort— and it is a gesture that
will win the approval of the people in your company.
TTie United States Government does not pay for this advertising. The Treasury Department
thanks, for their patriotic donation, the Advertising Council and
BOXOFFICE
NC-8 BOXOFFICE August 3, 1957

. . Bernie
:
Serve
Cincinnati Variety
Plans Golf Roundup
CINCINNATI—Chief Barker William Onie
and his committee are energetically preparing
for the annual Variety Golf Roundup
Monday ilQi at the Summit Hills Country
All proceeds will
Club for barkers and guests.
be devoted to the Variety Opportunity Workshop.
Robert C. McNabb, former chief barker,
is in charge of general admission tickets.
Jim Joseph is chairman of the golf prizes
committee, while the chief barker himself has
arranged for the grand prize—a 1957 Cadillac.
The program will include lunch, dinner,
cards, swimming and golf. The registration
fee of $10 includes everything and resei-vations
may be made directly to the Variety
Club or with one of the chairmen.
Industry Heads Praise
I. J. Schmertz at Dinner
CLEVELAND — More than 275 industry
notables gathered here Monday (29i night at
the Statler Hotel to attend the Variety Club's
testimonial dinner for I. J. "Izzy" Schmertz,
who is retiring after 31 years as 20th-Pox
manager here.
One of the senior branch managers of the
entire industry, Schmertz was feted for his
52 years of devotion to the motion picture
business and his countless services to the
community. Schmertz entered the industry
with the original Fox Film Co. at the age of
13.
With George Hoover, chief barker of
Variety International, who flew in from Miami
Beach, serving as toastmaster, the
special dinner featured an array of industry
and civic leaders who lauded Schmertz for
his many contributions to the industry.
Principal speakers included 20th-Fox General
Sales Manager Alex Harrison, who gave
Schmertz a gift from the company: Glenn
Norris, central-Canadian division sales manager,
and Jack Silverthorne, managing director
of the Hippodrome Theatre here, who
presented a color television set to Schmertz
from his exhibitor friends in the Cleveland
area. Also on hand to add his personal
praise to Schmertz was Cleveland Plain
Dealer's Ward Marsh, dean of American
motion picture critics and editors.
Mayor Anthony Calabrese commemorated
the event by designating Monday as Izzy
Schmertz Day as a token of the city's esteem
for the 20th-Fox executive's contributions to
the community.
Edgar Henneman Dies
GEORGETOWN, KY.—Edgar G. "Pete"
Henneman, 60, manager of the Glenn Theatre
here and former manager of the Sipp
in Paintsville, died at his home here recently.
Henneman's body was found in the bath
tub at his home late on Sunday night. Funeral
services were held at Ashland, Ky. Henneman
is survived by his wife Ruth, two sisters
and a brother.
Benton, Ky., Airer Is 4
BENTON, KY.—Paul Harrington celebrated
the fourth anniversary of his Calvert Drivein
here recently.
COLUMBUS
"The $5,000,000 underground parking garage
for 1,050 cars at the State House in the
heart of the downtown theatre district will
be under construction by the spring of 1958,
it was predicted following approval of issuance
of bonds for the structure . . . Al Cincione,
a member of the Majestic Theatre
orchestra in the Twenties, died at his home
following a heart attack. He was 73. He
was a life member of the Columbus Federation
of Musicians and a trustee of the
federation for 25 years.
Fred Oestrelcher, Loew's publicist, is vacationing
in Canada, where he planned to see
the new Shakespeare Festival theatre at
Stratford, Ont. .
Young, United
Artists exploitation representative, was here
in advance of the opening of "The Pride and
ihe Passion" August 9 at Loew's Broad,
James Stewart, star of "Night Passage,"
was given an oversized key to the city by
Mayor M. E. Sensenbrenner during his twohour
stopover at Port Columbus. Clyde
Moore, theatre editor of the Ohio State
Journal; William Moore, relief theatre editor
of the Columbus Citizen, and Robert Waldron
of the Columbus Dispatch editorial staff
flew to Indianapolis to meet the Stewart
party and flew back with the star.
John McDonald Stricken;
Boothman at Fisher
DETROIT—The funeral of John McDonald,
commander-elect of the theatrical post of
the American Legion and operator at the
Fisher Theatre for 30 years, was attended
by a representative turnout of showmen.
Pallbearers were all past commanders of theatrical
post—Lloyd Bui-rows, Gilbert E. Light,
Max Kolin, Owen Blough, Clifford Vericker
and Bob Seeley.
Among those attending were past commanders
Morrie Katz, Carl Rush and Wayne
Roberts and post members William Fouchey,
Roy Rubem, Earl J. McGlinnen, Russell
Rubem, Sam Cinquemani and Ralph Ruben.
Representatives of projectionists Local 199
were on hand in force.
Mannie Shor. 65, Dies;
West Virginia Exhibitor
CINCINNATI—Mannie Shor, 65, Williamson,
Va., exhibitor, died July 17 following a
heart attack. He had undergone .several
major operations in recent years but had
recovered. When he was more active in exhibition,
he was a well-known figure on
Filmrow here.
He was a brother of Louis Shor and brother-in-law
of Hyman Banks, with both of
whom he had been affiliated in the operation
of theatres in Williamson. Mannie was also
a cousin of Ruben Shor, Cincinnati. Other
survivors include a brother, Belman, War,
W. Va.; two sisters, Mrs. Beatrice Misrach,
San Francisco, and Mrs. Ida Banks, Williamson.
Greenville Palace Improves
GREENVILLE, KY.—The Palace Theatre,
managed by W. H. Lutrell, recently completed
a remodeling which included new
seats, new ceiliJig, new insulation and air
conditioning, a new screen and new lighting.
180 in Second Week
CLEVELAND—"The Dfli ate Delinquent"
marched on to its second week of success
on a moveover to the Stillman, where it
registered a healthy 180 per cent after a good
opening week at the State.
(Average Is 100)
Allen ^The Prince and the Showgirl (WB) 105
Hippodrome Fire Down Below (Col) 85
Heights Art—The Grand Maueuver (UMPO) 130
Lower Mall The Great Betrayal (Pic Films) ....120
Ohio Around the World in 80 Doys (UA), 6th wk 275
State— Loving You (Para) 75
Stillman The Delicate Delinquent (Para), 2nd
CINCINNATI—With the exception of "The
Delicate Delinquent," all downtown attractions
were new. The Jerry Lewis film finished
a third downtown week with nice attendance.
Albee— Beau James (Para) 120
Grond The Delicate Delinquent (Para), 3rd d.t.
wk 100
Keith's, Twin Passage (U-l) Drive- In—Night ....110
Palace The Curse of Frankenstein (WB); X the
Unknown (WB) 1 30
DETROIT—Business was generally just soso
locally, marking the midsummer doldrums.
Adams Man on Fire (MGM), 2nd wk 70
Broadway Capitol Dino (AA); The Bodge of
Marshal Brennan (AA) 100
Fox— Loving You (Para); Edge of Hell (U-l) ... .110
Madison The Ten Commandments (Poro), 35th
wk 160
Michigan Love in the Afternoon (AA); Dragoon
Wells Mossocrc (AA) 110
Palms Fire Down Below (Col); The Counterfeit
Plan (WB) 100
United Artists—Around the World in 80 Days
(UA), 30th wk 225
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BOXOFFICE August 3, 1957
ME-

. . . Herbert
. . Wayne
. . George
. .
Showmen
. . Doris
. . . "Vinegar
. . Donald
. . The
. . Mary
. . Art
. . Frank
DETROIT
. . James H. Parks,
projection booth notes—Traveler John O'-
Toole, Jot Poresta, formerly of the
vanished Midway in Dearborn, and Ellsworth
Miller, formerly of the Belle, are dividing
duties at the Regent .
pioneer operator at the Vogue, has retired,
with Louis Ramsey moving from the Punch
and Judy ni Grosse Pointe to succeed him
Friese, veteran at the downtown
Family, moved to the Punch and Judy, and
Nicholas Tsoukalas, who was at the Highland
Park in the suburb of that name,
succeeded him . Roberts, former
commander of Theatrical Post, is at the
ERNIE
. . . Henry is out at
Stratford, succeeding Vivan
Moore
Aumock, now
at the Melody
tlie Duke in Ferndale for the summer, following
Bill Napier, who went to the Holiday
Drive-In . L. McBath, jurist-operator,
has succeeded Hans Larsen of the
Cinderella, who has retired.
H. J. Daley, manager of the Croswell Theatre
in Adrian, made the columns of the
Detroit Free Press for his adventure with a
hungry 4-year-old who watched him fill the
candy machine Milatz, who pinch
.
hits for BOXOPPICE in the absence of your
regular scribe, is entering Women's Hospital
for surgery .
at the big Eastland
opening included Fred Sweet, managing editor
of the Telenews Theatre, and Paul Wil-
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Lloyd Turel jr. is pinch-hitting for operator
Jack Susami at the Mexico Theatre. Susami
post was formerly
is vacationing
filled by Bob McNamara . Robin,
who recently took over the oldtime East Side
Theatre after over 40 years of operation by
the Ackerman family, reports business is
picking up . . . Irving Belinsky of the Eastwood
Theatre is vacationing in California for
a month with his wife and two youngsters
Bill" Brandt is away on a
month's vacation, including a health checkup.
Vacation notes—Alice Gorham, UDT direc-
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. . . Jack
tor of advertising, enjoying a brief and wellearned
week off Kanipe, president
of the Marlon Brando Club, postcards from
her first trip to New York, "a really great
Al Champagne, 20th-Fox booker, is
city" . . .
back from two weeks in northern Michigan,
while booker Eileen Bresnahan leaves for
East Tawas, Mich., and Erieau, Ont. . .
.
David Gonda. Universal booker, was stricken
by illness on a trip to the Appalachians and
Smokies, returning ahead of time . . . Gertrude
Applebaum of Allied Artists was off
for the Northwest and Canada
Susami of United Artists stayed right around
home . Martin, MGM booker,
got back after two weeks caring for his
month-old offspring . . . Clarence Berthiaume,
MGM booker is leaving for the
upper peninsula . Zuelch, MGM office
manager, stayed close to home for his
vacation . . . Joseph Ellul of the Empress
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ME-2
BOXOFFICE :
: August 3, 1957

, . Roy
and his family will leave the end of August
for Hollywood, Fla.
Theatrical Post doings—Owen Blough and
Max Kolin are heading a special drive for
dues collection . . . George Frederick, former
theatre manager, will be installed as Detroit
district commander September 7 . . . Junior
Past Commander Lloyd Burrows of the Fox
is assembling the post news efficiently.
Herman Cohen, former local theatre manager
and salesman, is producer of "I Was a
Teenage Werewolf," which Jack Zide has
booked for the Broadway Capitol . . .
Harold
Brown, Jack Haynes, Joe Ellul and Jack
Zide headed for Cleveland for the Izzy
Schmertz farewell dinner . Ruben of
the Fox has been on the sicklist . . . Gerald
Herlihy of the Stone has returned to his post
after a slight heart attack . . . Vacationing
veteran Walter Norris took his daughter and
her son to Cleveland for the big Civic Day
cmise on the Aquarama and plans a little
family trip to Niagara Falls.
Cinerama-Baseball Tieup
Pleases Cincinnati Fans
CINCINNATI—The Capitol Cinerama Theatre
has been sold out during the current
home stand of the Cincinnati Reds baseball
team as the result of a "red carpet" promotion
linking the theatre and the pennantchasing
Reds.
The promotion offers out-of-town patrons
a package deal that includes ball games,
"Seven Wonders of the World" at the Capitol
and hotel lodgings. The offer extends over a
200-mile radius from Cincinnati, bringing in
customers from Ohio, Kentucky, Indiana and
West Virginia.
"Seven Wonders" is now in its 14th month
and has been viewed by approximately 750,000
patrons. Attendance has exceeded that of
the two previous Cinerama attractions and
William C. Rush, manager of the Capitol,
expects the picture will continue at his theatre
until late October.
Howard Barber Elected
NORTH MANCHESTER, IND.—Howard
Barber of Wilmette, 111., has been elected
president of the Peabody Seating Co., North
Manchester, succeeding Otto Parmerlee, who
retired after many years of service with the
firm. The new president was named by the
Newcastle Products Co., which recently
purchased controlling interest in the Peabody
firm.
Howard C. Holah Dies
DETROIT—Howard C. Holah, 72, manager
for many years of the Birmingham Theatre
in Birmingham for United Detroit Theatres
until his retirement, died July 23 at the
Beaumont Hospital in Royal Oak. He is
survived by his wife Francis. Interment was
in Cleveland, his native city.
Fail to Open Safe
HOPKINSVILLE. KY.—Thieves who broke
into the Skyway Drive-In on U. S. 41A recently
made a futile attempt to open the
safe in the office of Manager John McCoy.
The vandals caused much damage in the
place but got away with only some food,
candy and cigarets.
Union Dispute Ties
'Commandments'
exit march. Union terms have been met in
other cities where the film has played, he
said.
Harold Brown, vice-president and general
manager for Northio in Detroit, said that the
"demands of the union made the Middletown
showing too expensive." He said he did not
consider the film a "roadshow" because seats
were not being reserved, even though prices
were increased.
Mammoth Pink Nightgown
To Herald Star's Visit
DETROIT—Unusual public impact was
planned by Howard Pearl, exnioiteer for United
Artists, for the personal v.' sit of Jane Russell,
star and producer of The Fuzzy Pink
MIDDLETOWN, OHIO — The scheduled
showing of "The Ten Commandments" at the
Strand Theatre, one of the Northio Theatres Nightgown" on August 5. A 20-foot-long pink
Corp. houses, was canceled because of a disagreement
between the theatre and Local out the window of her room at the Sheratonnightgown
was secured and was to be hung
Cadillac Hotel, a high traffic point, with a
282, lATSE.
The union demanded an extra projectionist placard, "Jane Russell Slept Here in Her
in the booth dui-ing the film's showing. Les Fuzzy Pink Nightgown."
Francis, business agent for the union, said the A press luncheon features everything pink,
union asked for one extra man; theatre officials
said the' union had demanded two, and pagne, "pink-ladies" and coffee, with waiters
including grapefruit, steaks, potatoes, cham-
in
possibly three, extra men be hired. Francis
pink aprons and pink wigs. A pink Lincoln
was secured for personal transport, with
said the union considered the film a "roadshow"
because of the special $1.50 admis-
a Pinkerton detective as guard for the suite.
sion, an intermission, plus an overture and A personal appearance tieing in with the
pink theme was scheduled for the Kern
department store.
Fulton, Ky„ Theatre Fire
FULTON, KY. — Manager Slim Weldon
turned on the Orpheum Theatre lights and
asked the audience, which included 40 children,
to leave the house a few minutes recently
when a projectionist, Don Swearingen,
noticed flames shooting from the floor of
the balcony. Firemen chopped a hole in the
ceiling and put out the fire, caused by an
electrical short circuit. The customers then
returned to the theatre.
Floods Delay Opening
CYNTHIANA, KY.—The opening of the
Rohs Theatre here was delayed for two weeks
recently because of the floods in Texas. Recent
heavy storms in that state resulted in
flooding of the manufacturing plant which
had made new seatings for the theatre here.
The seats were ready for shipment, but were
so severely damaged by floodwaters that shipment
had to be delayed while repairs were
made.
DCA Horror Bill Booked
In Six Detroit Houses
DETTROIT-The most significant Detroit
area booking reported by DCA since the opening
of the new office here by Manager Arthur
Levy has been the setting of dates for a combination
horror bill, "The Monster From
Green Hell" and "Half Human," for six
major theatres, playing day-and-date on a
first run basis. Theatres, well scattered
around the city and suburban area, include
the Roxy, Hollywood, Van Dyke, Washington
and Riviera and the Hollywood Drive-In.
The booking fits into the new pattern indicated
by some other distributors of selling
attractions to outlying houses rather than
downtown on a first run basis.
Ten Windows Are Broken
By Vandals at Theatre
YOUNGSTOWN—Vandals broke ten windows
valued at a total of $68 in the Foster
Theatre here over a recent weekend, reported
Herman Heller, manager. He said the windows
were intact when he closed at 11:30
p.m. Saturday, but broken when he opened
at 6 p.m. Sunday.
Two men who admittedly tried to break into
the Regent Theatre in downtown Youngstown
were nabbed about 4 a.m. on Saturday morning
by police.
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BOXOFFICE :: August 3, 1957
ME-3

I
! NEW
, . . Bert
. . The
. . Jim
. . The
CLEVELAND
Tn a wedding ceremony Saturday i27) in
Piout chapel of Bowling Green University,
Jack Armstrong, theatre circuit owner,
gave his daughter Carol in marriage to Lt.
Gregory Hatch. USAF. of Portsmouth. Ohio,
currently stationed in Texas. A reception
in the Bowling Green Women's Club followed
the ceremony. The bride will return to
Miami University in the fall to complete her
final semester for a degree in physical education
Mrs. Mary Ann Andrews, former
. . .
MGM inspector and wife of MGM head
shipper Stephen Andrews, died. Also surviving
is a daughter. Mrs. Phyllis Crail . . . Joe
Rembrandt of the Center-Mayfield Theatre
in Cleveland and the Ellet in Akron, loaded
up the old faithful with gasoline and hit
the trail for Phoenix, Ariz., for a visit with
his mother.
Art Goldsmith and Otto Braeunig of the
newly opened DCA exchange are wearing
those smiles for a good reason. Their 11
theatre multiple first run of "Monster From
Green Hell" and "Half Human" did excellent
business in spite of record high temperature.
The dual combination is playing 66
theatres in this area, including the Warner,
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Schine, Shea, Skirball. Manos. Publix and
Schultz circuit houses .
Watson,
longtime exploiteer for MGM in Cincinnati
and now with Paramount on special handling
of "The Ten Commandments." is in town
for the opening of the production on August
7 at the Lake. Colony and Fairview theatres,
first subrun engagements in Cleveland.
Carl Reardon, U-I manager, and his family
are leaving the shores of Lake Erie for the
shores of New Jersey for a couple of weeks
vacation . . . Nat Wolf, former Warner Ohio
zone manager, is building a 20,000 .square foot
warehouse in the southeast part of town
which he has leased to the Mills-Wolf Steel
Co. of which his son Donald is a partner
Schoonmaker of the World Theatre.
Toledo, is following the movie trend
for bigger and better things in his avocation.
He sold the boat he acquired the beginning
of the season and bought a bigger one.
The Sandy Leavitts of the Washington
circuit and the Al Sunshines of Advanads
are back from a successful Georgian Bay
fishing trip. Irwin Shenker of Berlo Vending
also spent a couple of weeks up there
cliasing the elusive black bass . lure
of the motion picture industry has reached
down into the thii-d generation here with
Marilyn Leavitt, daughter of Sandy Leavitt
and granddaughter of M. B. Horwitz. handing
the billing at Republic and Roger Miller,
one of Horwitz' grandsons working as MGM
a.ssistant shipper until he returns in the fall
to University School.
M. H. Fritchle of Oliver Theatre Supply
Co. has sold and installed Cinemascope
equipment to Joseph L. Frankie for his Super
45 Drive-In at Warren and for the Lansing
Drive-In, Lansing . Columbia exchange,
in the throes of remodeling, gets
worse and worse before it gets better. With
one group putting up new partitions and
another group tearing down old partitions,
confusion reigns supreme. But Manager Jerry
Safron says the end will justify the means.
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. . Tom
. . Milt
'Success' Scores 125
In Boston Opening
BOSTON—"Sweet Smell of Success" was
strong enough to warrant a holdover despite
the hottest weekend of the year. "Around
the World" continued its steady pattern of
near-capacity each evening but matinees
dropped off slightly.
. 90
(Averoge Is 100)
Astor—The Ten Commandments (Para), 35th wk. 70
Beacon Hill—Mono (Times), 2nd wk 120
Boston Seven Wonders ot the World (SW), 47th
wk 70
Exefer Street The French They Are o Funny
Race iConfl Dis), 3rd wk 85
Kenmore ^The Monte Corlo Story (UA), 3rd wk. 90
Memorial Island in the Sun (20th-Fox), 3rd wk. . .90
Metropolitan Love in the Afternoon (AA);
Dragoon Wells Mossacre (AA), 2nd wk 75
Paramount and Fenway The Curse of Frankenstein
.
(WB), X the Unknown {\^/B), 2nd wk.
Saxon Around the World in 80 Days (UA),
14th wk 250
State and Orpheum Sweet Smell of Success (UA);
The Big Caper (UA) 125
'Night Passage' Still High
Second Week in Hartford
HARTFORD—There were three holdovers
—Columbia's "Fire Down Below," in its third
week: Continental's "The French They Are
a Funny Race," and TJ-I's "Night Passage,"
playing a second week. The Stanley 'Warner
Strand was closed July 21 to prepare for its
opening of "Around the 'World in 80 Days."
Allyn Loving You (Poro), Bermuda Affair (DCA) 120
Art—The French They Are a Funny Race
(Cont'l Dis ), 2nd wk 85
E. M Loew Fire Down Below (Col); Heart of
Show Business ICol), 3rd wk 105
Palace Rebel Girls (SR), Gun Girls (SR) 90
Poll An Affair to Remember (20th-Fox); Apache
Warrior (20th-Fox) 1 40
Meadows Night Passage (U-l); The Abductors
(20th-Fox), 2nd wk 130
Webb The Green Man (DCA) 115
Large Ne'w Haven Turnouts
For "Angels,' 'Passion'
NEW HA'VEN—The double booking of
"Band of Angels" and "Crime of Passion" attracted
good trade at the Roger Sherman.
College Monster That Challenged the World
(UA), The Vampire (UA) 80
Poramount— Loving You (Para); Footsteps in
the Nioht (AA) 100
Poll An Affair to Remember (20th-Fox);
Lure of the Swomp ;20th-Fox) 130
Roger Sherman— Bond of Angels (WB); Crime
of Passion UA) 150
NEWHAMPSHIRE
The Strand in Manchester announced a third
week holdover for "The Ten Commandments."
There was no advance sale of tickets
for this e.xtended run, with 90 cents for matinees.
$1.50 and $1.25 for evenings, and 75 cents
for children anytime. The management said
'capacity crowds are acclaiming 'The Ten
Commandments,' the one great film you
should not miss."
An unusual film show was held at the Colonial
Theatre. Laconia, recently by the
Chamber of Commerce, with the cooperation
of Ralph Morris, theatre manager. The program
included a 20-minute film showing
events in Laconia including oldtime sled dog
races, ski jumping, toboggan runs, trolley
cars and other scenes dating back to 1915 . . .
Two employes of North Country theatres have
become engaged but no date announced. Pearl
Merna Jones, who is on the Gorham Theatre
staff, will become the bride of Walter Edward
Bilodeau, projectionist at the Pi-incess Theatre,
Berlin.
95-Cent Minimum Wage
Recommended in Mass.
BOSTON—A hearing held at the State
House July 23 by the minimum wage commis-
.sion on the wage increase recommendations
of the amusement and recreation occupations
board drew a large representation from the
top circuits and independents. The new
recommendations accepted by the commission
are: 95 cents an hour for all employes except
ticket-takers and cashiers, who would draw
90 cents per hour, and ushers, pegged at 85
cents per hour. The present scale is 80 cents
an hour for all employes.
Boston attorney James J. Gahan jr., a
spokesman for Allied Theatres of New England,
made a strong plea for the rejection
of the recommendations, claiming that theatres
could not stand the increase at this
time. He cited the increase in -wages since
1952, when the scale was 62 'i cents an hour.
He attempted to prove that the increase in
wages far exceeded the rise in the cost of
living.
Gahan also questioned the legality of the
new order in view of the fact that Frank C.
Lydon, executive secretary of Allied Theatres
of New England, was not a member of the
board. This board was illegally foiTned, he
said, and violates the statute. He pointed out
that Lydon had been nominated by 279 of
the existing 330 theatres in the commonwealth
to serve on the board and also had the
endorsement of the Boston Gai'den and the
Foxboro racetrack. Yet these nominations
were ignored with careless disregard when
the minimum wage commission appointed the
nine-panel board. Furthermore. Gahan
pointed out, the individual appointed to represent
the theatre interests by the commission
had only one nomination.
A representative of the AFL ushers union
also opposed the new wage order and claimed
that his nomination to the amusement and
recreation occupations board had been ignored
by the commission.
An acceptance or rejection of the new wage
order must be exercised within ten days of
the hearing, according to the statute. Exhibitors
in the commonwealth are awaiting
the commission decision with great interest.
Among those representing the motion picture
industry at the hearing were Edward W.
Lider, president of Independent Exhibitors of
New England: Carl Goldman, executive secretary
of the same group: Lydon, and managers
and executives from the large theatre
circuits.
HARTFORD
Day McNamara, Allyn. his wife Helen and
son Paul, 7, returned from a Cape Cod
vacation. Ray reported catching a 41-pound
fish, considered something of a regional record
for this time of year. "We went out so
far in the Atlantic," he told us, "that we
couldn't see any theatre marquees!" . . . The
O'Connor interests have put the long-shuttered
Strand. Sound 'View, on the sales block.
The theatre at one time was operated for
many years by the Glackin and LeWitt Theatres,
New Britain. It is on Hartford avenue,
the beach community's main stem.
Carroll J. Lawler, ex-general manager of
the Hartford Theatre circuit, now- handling
industrial and home sales for the Carroll T.
Pugh office in the Statler Hotel, reported negotiations
for an Irish castle, in behalf of a
Hartford client, no less! . . . MGM's "Something
of 'Value" was held for four days at
Loew's Palace, Meriden . Grogan,
Perakos Strand, Thompsonville, advertised:
"You See the Best for Less at the Alr-Conditioned
Thompsonville Strand!" . . . M&D
Theatres, Middletown, has extended its advertising
budget to include Hartford dailies,
some 16 miles to the north . LeRoy,
Blue Hills Drive-In, Bloomfield, booked a revival
run of 20th-Fox's "Pickup on South
Street."
OFFICIATES AT RIBBON-CUTTING—Joseph B. Hanify, administrative assistant
to Mayor John F. Kane of Fall River, Mass., presided at the formal opening of the
Ponta Delgada Drive-In, North Tiverton, R. I. Left to right are Richard B. Rubin,
designer and engineer; Norman Zalkind, Fall River, one of the owners; Henry Hart,
chairman of the board of selectmen, Tiverton; Hanify; Hyman E. Lepes, the other
owner; Morris Lepes and David Kaufman, contractors.
BOXOFFICE August 3, 1957 NE-1

. . . Louis
. . Ernest
. . Larry
. . Norman
. .
BOSTON
l^ilton Schwsberg of Pennsylvania is now
the manager of the Post Drive-In, East
Haven, Conn. . Warren has closed
the Strand, Haverhill, for the summer months
Richmond, Kenmore Theatre owner,
a summer resident of Marblehead, is leading
in the annual fishing competition in that
area. He caught a 40-pound striped bass, the
biggest entrj' in the contest this season .
Phil Bloomberg of the Orpheum in Danvers
has joined Independent Exhibitors of New
England.
Harvey Appell, Columbia salesman, returned
from a vacation in New London,
Conn., with his family . Davee, Century
Equipment official, and his wife spent
a brief vacation at Sebec Lake, Me., and
dropped in at the Massachusetts Theatre
Equipment Co. to pay a visit to P. Edward
Comi on their way home . Glassman,
Lowell exhibitor, has purchased an
acre in the Highlands section overlooking
the Mount Pleasant Golf club. He is building
a ranch-type house.
The Astor Theatre has reseated the balcony

DOUBLE BOXOFFICE BLOCKBUSTER I N6. 13
CONTACT YOUR yimanlaaru
/nXannaiianaL EXCHANGE
EMBASSY PICTURES CORP.
JOSEPH LEVINE
20 Winchester Street Boston, Massachusetts

. . The
. . The
. . Jim
. , Bill
ATC Managers in Brainstorm Sessions
Jim Dimpscy. left. Massaihusetts district manager for the American Theatres
fuifs drive-ins. Pictured with Dempsey are managers who contributed ideas to the session
held at the Oxford Drive-ln. Left to right from Dempsey are Larry Capillo, Oxford;
Pop Henderson. Reading; Maurice Streletsky, Weymouth; Bob Desmond, Saugtis;
Dick Lapointe, Shrewsbury, and Ben Conviser. maintenance and purchasing department.
BOSTON—The second of a series of operational
conferences lor drive-in managers
under the American Theatres Corp. banner
was called by District Manager Jim Dempsey
at the Oxford Drive-In. Oxford. Attending
were "Pop" Henderson. Reading Drive-In;
Larry Capillo. Oxford; Diclc LaPolnte,
Shrewsbury: Maurice Streletsky. Weymouth;
Bob Desmond. Saugus. and Ben Conviser.
maintenance and purchasing department.
Featured was the discussion of promotions,
along with an interchange of ideas on vending
and exploitation activities for August.
Part of the conference was devoted to a
"brainstorming" session in which new stunts
were explored and old ideas embellished with
new twists. Subjects taken up included improvements
on bumper club nights, name
Ask today for on INTERNATIONAL
Seating Engineer for all the facts.
Write, wire or phone —
International Seat Division
Union City Body Company, Inc.
Union City, Indiana
automobile nights, record hops from the radio
stations, kiddies contests, such as doll carriage
parades, freckle face contests, etc.
Reports from the Dinny Drive-In Safety
Club, now in its third year, were posted. A
total of 3,500 children is registered in this
club in the five drive-ins supervised by
Dempsey. Membership cards are is.sued to
signed applicants and card numbers posted
weekly for prizes. Special envelopes imprinted
with a Dinny illustration, poster
cards, trailers and heralds are directed at
the kiddies trade, which in turn stimulates
the family trade. Reaction to the Dinny
Drive-In Safety Club has exceeded all expectations.
Also pointed out at the meeting was that
per capita sales at the concessions has increased
due to changes made in the cafeteria
displays in which hot foods are given more
prominent position in the line-up.
Dempsey says that the most important part
of a theatre manager's work is constant
supervision, both in theatre operation and
in the concessions.
"It's all well and good to train employes
to handle patrons in all phases of our operation."
he said. "But the follow-through
rests with each individual manager. If
proper controls are to be kept, management
supervision must be maintained to prevent
waste and spoilage in the food departments.
Sufficient food items must be displayed, attractively
and at the proper temperatures.
The best way to increase per capita sales
and to keep those sales up is to have the
hot and cold displays filled during the peak
sales periods. Impulse buying is assured by
these displays and drive-ins that capitalize
on this fact will show a pi-ofit. Drive-in managers
can learn a valuable lesson by visiting
local supermarkets where impulse buying,
attractive displays and sparkling cleanliness
are making this type of merchandising a
must."
Mondays Are Car Nights
HARTFORD — Eddie O'Neill. Connecticut
district manager for Brandt Drive-In Theatres,
has been designating Mondays as "Car
Night" at the Portland Drive-In, with the
driver of a certain vehicle admitted free
each week. One week the car singled out
may be a Chevrolet, a Ford the next.
NEW H AV E N
•The new Norwich Drive-In is billing itself as
"your backyard theatre." The unit, which
is owned by Ray Stone of Webster, Mass.. is
the first outdoor theatre within Norwich city
Prank Ferguson. Baily Theatres,
limits . . .
has lined up an Albertus Magnus College
benefit performance for the Tuesday i6) bow
of Michael Todd's "Around the World in 80
Days" at the suburban Whalley. Todd flew
in here July 25 for press interviews at the
Quinnii)iac Club. Todd's trip from New York
to New Haven was via helicopter . . . The
first releases under the Rank Film Distributors
of America banner are getting admirable
play throughout Connecticut. Both circuit
and independent showcases are coming
through with bookings and stressing quality
attractions via stepped-up newspaper ad layouts,
Frank Lynch, Salem Playhouse. Naugatuck,
labeled "Smiley," the 20th-Fox Australian
import, as adventurous as Tom Sawyer and
Huckleberry combined . Darby. Paramount,
reported that his son stationed at
Ft. Gordon, Ga.. is completing military police
training and expects assignment elsewhere
soon first Connecticut showing of
.
"Band of Angels" was at the Palace. Stamford
. . . UA's "The Bachelor Party" is
bringing a satisfied smile to Irving Mendelsohn,
exchange manager here. The Hecht-
Hill-Lancaster melodrama has been holding
over throughout Connecticut.
Ed Fessler, president. Do Drive-In Theatres,
Mobile, Ala., and a producer of UA's
'Bayou." visited Harry F. Shaw, division
manager, and Lou Brown, ad-publicity,
Loew's Poli-New England Theatres, ahead of
Connecticut openings . Daugherty distributed
comic books to the first 100 youngsters
the other Friday night at L&G's Waterford
Drive-In . Sampson-Spodick-
Bialek Lincoln played a one-day revival run
of 20th-Fox's "The Grapes of Wrath" and
"Tobacco Road."
Beat the Rain—
with the one-piece, snap-on
MOV-E-VUE Rain Visor
Eliminates windshield wiping
Clips on and off in 20 seconds
Fits all cars— Rolls up for storage
90% of all Connecticut Drive-In
Theatres Sell 'em with Great Success.
Write:
We Supply FREE Trailer
PIONEER SALES CO.
P.O.
Box 899 Woterbury, Conn.
NE-4
BOXOFFICE August 3, 1957

. . Mrs.
'Afternoon' Grosses
130 Top in Toronto
TORONTO—The strongest of the first
. .
run
offerings for the week was "Love in the
Afternoon" at the Imperial, but there was
also a good go for "Night Passage" at the
Uptown and "Scandal in Sorrento" at the
Towne. Six attractions were in the holdover
category.
(Average Is 100)
Eglinton, University Bombr (BV), reissue 100
Hollywood The Prince and the Showgirl (WB),
2nd wk 115
95
Hylond Doctor ot Large (JARO), 7th wk.
Imperial ^Love in the Afternoon (AA) 135
Lcew's Sweet Smell ot Success iUA), 2nd v/k. 100
Nortown A Face in the Crowd (WB) 105
Odeon Island in the Sun (20th-Fox), 4th wk. ..100
Tivoli Oklahoma! (Magna), 66th wk 100
Towne Scondol in Sorrento (DCA) 115
Uptown— Night Passage (U-l) 120
'Delicate Delinquent'
Hits 130 in Winnipeg
WINNIPEG— Continued hot weather here
was reflected in below-average business at
most indoor situations, the exception being
"The Delicate Delinquent" at the Metropolitan.
Drive-in business was good.
Copitol Bernardine {20th-Fox), 2nd wk 90
Gaiety The Little Hut (MGM); This Could Be the
Night (MGM) 90
Garnck—Joe Butterfly (U-l); Edge of Hell (U-l).. 90
Grand, Paloce, Rose, Plaza, Pembina Drive-ln
20 Million Miles to Earth (Col), The 27th Day
(Col)
Lyceum—China Gote (20th-Fox); Break in the
90
Circle (20th-Fox) 95
Metropolitan The Delicate Delinquent (Para). . . . 1 30
Odeon—Doctor at Large (Rank), 3rd wk 100
Valour— It's Great to Be Young (IFD) 95
Fine New Entries
Boost Vancouver
VANCOUVER—The town is loaded with
strong new entries that should score at the
boxoffice despite a new heat spell. A tourist
influx is also helping most houses. Leading
grossers were "Island in the Sun," "Something
of Value" and a twin bill, "Attack of
the Crab Monsters" and "Not of This Earth."
Capitol Beau James (Para), 2nd wk Fair
Cinema Duel at Apache Wells (Rep); Accused of
Murder (Rep) Fair
Orpheum Something of Value (MGM) Good
Paradise The Girl in the Kremlin (U-l); Undercover
Girl (U-l) Moderate
Plaza—The Jolson Story (Col); Town on Trial
(SR)
Fair
Strand—Attock of the Crab Monsters (AA); Not
of This Earth (AA)
Good
Studio— It's Never Too Late (IFD) Moderate
Vogue— Islond In the Sun (20th-Fox) Good
Five Toronto Area Houses
Closed for Vacations
TORONTO—Five area theatres have closed
for two weeks for staff vacations. The Lincoln
at St. Catharines, a link in the Famous
Players chain managed by Roy Miller, is one
of the five. The other four are the Strand.
Kenilworth, Kenmore and Avalon at Hamilton,
all operated by United Amusement Theatres
in partnership with Famous Players.
The Avalon has long been teamed with the
Downtown at Hamilton, but the latter has
been playing reissues during the time that its
sister theatre has been temporarily closed.
Edwin Haugen in States
KANSAS CITY—Edwin Haugen, sound
engineer for J. M. Rice & Co., Ltd., at the
Edmonton branch, was a visitor here during
the week. He has been touring the midwest
section of the country and visited at the
home office of BOXOFFICE here.
He established
the Edmonton branch six years ago.'
TORONTO
n welcome by many friends has been accorded
Ernest M. Rawley, well-known
theatre manager who has returned to Toronto
for keeps after filling a post in New York
City for seven months. A member of the
crew of Toronto Variety Tent and a winner
of the club's 1951 Heart Award, he again will
manage the Royal Alexandra . Jack
Diamond, wife of the U-I publicity director.
Hollywood, is on a month's visit in Toronto
and Hamilton while her husband is on a
lengthy business tour. Her parents are Mr.
and Mrs. Reg Williams, 43 Binkley Crescent,
Hamilton. Incidentally, Virginia Mayo, wellknown
actress, is the godmother of the two
Diamond children.
After a lapse of two years, the promise is
made that the Melody Fair type of tent theatre
will return to Toronto in 1958. The nearest
unit is operating at Tonawanda, N. Y.,
near Niagara Falls . . . Len Peterson of Toronto
is scouting location in Alberta for filming
of "Cassie Thompson," based on a Lewis
Stevens novel, for which Milton E. Pickman
of Hollywood will be the producer and Fletcher
Markle, formerly of Toronto, will direct.
Leonid Kipnis is reported to be planning
to produce "Twelfth Night" for the screen
with Tyrone Guthrie directing, using the
company which is presenting it at the Stratford
Shakespearean Festival . . . For the second
time in four months James Stewart,
Hollywood star, was a visitor in Toronto when
he renewed pleasant relations with the press
gang for the promotion of "Night Passage."
On the previous occasion he was working up
interest in "The Spirit of St. Louis."
Toronto film reviewers and Columnists are
looking forward to the Toronto visit August
12 of Jane Russell for two reasons. First,
there's Jane in person and, second, they want
to hear her tell about "The Fuzzy Pink Nightgown."
Harvey Romberg Acquires
Theatre Poster Control
CALGARY—Harvey Komberg, for
the last
year general manager of the Theatre Poster
Service here, has acquired controlling interest
in the company. Kornberg has been connected
with the film Industry for the last seven
years, starting with the J. Arthur Rank poster
department in 'Winnipeg. Then he became assistant
manager and salesman with Theatre
Poster of Winnipeg.
Kornberg later moved here, where he was
salesman for United Artists. Three years
after that he joined the local poster exchange,
then operated by Frank Kettner.
Kornberg said that he would streamline
the company operation with the aim of giving
exhibitors the finest advertising service at
the lowest possible cost.
Win in UA Date Drive
NEW YORK—Two Montreal United Artists
staff members were winners in the fourth
lap of the company's Prize 12 Playdate contest,
according to James R. Velde, general
sales manager. Morris Hamat, UA salesman
in Montreal, won a top cash prize, and firstplace
prize for bookers in the playdate and
playoff contest went to Ken Rosenberg, also
of Montreal.
Winnipeg Industry
Holds 12th Picnic
WINNIPEG—The 12th an.iual motion picture
picnic, sponsored by the Motion Picture
Pioneers, was held at the Maple Grove
Beach July 21. Excellent weather encouraged
a nice turnout of industry employes, their
families and friends.
The highlight of the picnic was the beauty
contest under the chairmanship of Harold
Bishop, Famous Players Manito'oa supervisor.
Joan McDonald of the Tribune, Merle Pelcher
of the Hudson Bay Co. and Warren Davis of
CBWT were judges.
Odette Magney of the Tivoli Theatre was
the winner of the contest. Second prize went
to Mrs. Sherry Pechet of the Lockport Driveln
and third place to Elaine Freestone of the
Garry Theatre.
Committee in charge of the picnic included
Bishop, Sam Swartz of the Garry Theatre,
Charlie Krupp of Associated Theatres, Abe
Feinstein of United Artists, John Ferguson
of Famous Players, Jack Swartz of the Regent,
Hy Swartz of Rothstein circuit, John Lypka
of Odeon Theatre and Bob Hurwitz of the
Main Street Pool.
Safety Shows for Kids
TORONTO—A summer safety program
brought crowds of juveniles to the Odeons
at Hamilton and London to the morning show
last Saturday under the au.spices of the Ontario
Safety League and local police departments.
Each child received a cutout safety
game through the courtesy of the AUis-Chalmers
company. At the London Odeon, Manager
Ken Davies featured a safety quiz by
police Sgt. Fred Bruce for prizes donated by
Madden's Youth Center.
Lower Price for Aged
TORONTO— In order to
ease the financial
strain for the senior citizens of Hamilton,
Tivoli Manager Don Edwards is admitting
aged patrons tor the reduced price of a student's
ticket to any performance on presentation
of their old-age security identification
cards which otherwise entitle them to
a government allowance of $46 per month.
FOR SALE ^
YES! 10,000 LATE MODEL
USED OR RECONDITIONED
Also new British-Luxury Chairs available
THEATRE
CHAIRS
Spring edge steel bottom sect cushions end
fully upholstered backs—spring back types olso.
Carpeting, asphalt, rubber, Vinyl tiles and
linoleum.
WE ARE FACTORY AGENTS-
AT BARGAIN PRICES
"LA SALLE"
RECREATIONS, Ltd.
Theatre Chairs, Carpet, Linoleum ind Tile Division.
^ 945 GRANVILLE ST., VANCOUVER
2 MARINE 5034-5428 l_
BOXOFFICE August 3, 1957 K-1

. . . "War
. . George
SCHEDULE 1
FOR SALE
The building formerly known and operotcd os
Bedford Thcotre, Bedford, N. S. including the
lot of land, opproximotely 176x60.
This building is of modern construction and
is ready for use immediately as a theatre.
SCHEDULE 2
6
6
50
1
10
1
1
1
1
1
260
260
260
35
20
7
24
Screen
Pr. Super Ponotor Lenses
Pr. Lenses
4"
-
Pr. Lenses Vi"
-
Pr. Aperture Plates
Century Conversion Kit dense)
Conversion Kit Soundheads
Sound
System
Spcokcrs
R 9 Reproducers
Amplifier
Monitor Amplifier No. A 336
1 Monitor Speaker No. 625
6 Aud. Speakers
Aud. Cabinets
Adopters
Ft. wire
Neumade Splicer
Aluminum Reels
Magnetomcr (compass)
Coil -
flat
Coil - round
Thumb curtain machine
Curtain Track
Chair backs
Chair
seats
Armrests - Centres
Armrests -
SCHEDULE 3
Left
Armrests -right
Aisle Standard Lefts
Centre Standards
Pop Corn Machine
"Coke" Cooler
Pop Corn Machine - less kettle
Notional Cash Register
Automatic Curtain Machine
Pr. Drapes, fireproofed
Pr. Century Model C. Projectors
Pr. Strong 1 KW Lamps
Pr.
220V Rectifiers
Pr. Dom. Sound Pedestals
Pr. Century 18" Lower Magazines
Pr. Simplex Upper Magazines
Pr. Strong Zipper Changeovers
Golde Automatic Rewinds
Metal Booth Table
Pr. Wenzel Hand Rewinds
1-10 Section File Cabinet
2 Settees Imitation leather
120 Seat Bottoms (reconditioned)
Various miscellaneous equipment
OTTAWA
TV/Tanager T. R. Tubman of the Capitol was
host to a large number of children from
St. Jo-seph's Orphange for a matinee performance
of "The Ten Commandments" in
the fifth week of its local engagement. Robert
Taylor, assistant manager, handed out ice
cream and soft drinks to the children . . .
The
O'Brien at Pembroke, Ont., managed by William
Parrent, secured a full combination page
in the Pembroke Observer with the cooperation
of 16 local merchants for the engagement
of "Giant."
Jim Chalmers, manager of the Odeon,
has completed installation of improved air
conditioning equipment in the 1,530-seat theatre
Louis Gauthier. manager of the
. . . Cartler in Hull, arranged two stage performances
Saturday night (27i of the touring horror
show, "House of the Living Dead." On the
previous night the same attraction was
featured at the Famous Players Regent in
Brockville, Ont., following an engagement at
the Famous Players Capitol at Cornwall.
Ernie Warren entertained the press and
radio people with a special screening of "Love
in the Afternoon" at the Little Elgin where
"The Gold of Naples" is in its third week
and Peace" played a special engagement
of one week, plus a Sunday midnight
show, at the Aladdin Drive-In. which is
operated by R. E. Maynard.
Harry K. Low, 50, president of the Ottawa
Theatre Foundation, which is planning the
erection of a $400,000 theatre in the Canadian
capital, died after a brief illness . . . Manager
BoD Hollister of the Cornwall Drive-In had
a unique giveaway for a horror film bill one
night last week. Each patron received a cutout
skeleton.
VANCOUVER
pPC has closed the 450-seat Capitol in Roseland,
which is seven miles from Trail . . .
Ranch Drive-In, Ltd.. is constructing an outdoor
theatre at Telkwa, an Indian settlement
in northern British Columbia . . . J. F. Hawk
opened his new 480-seat Cardium at Edgerton,
Alta. . . . Fred Dubelt is building a 300-car
drive-in at Preeceville, Sask, . Watson
has opened his 250-seat Roxy at McLennan
in the Peace River district of Alberta.
A daughter of Jimmy Davie, office manager
at IFD. won a year's free course at the art
school in the Vancouver parks board painting
Dave Fairleigh, manager of the
contest . . .
Hollywood, is building a big Saturday matinee
business. He arranges shows carefully
selected for youngsters, and has as many as
800 at his Saturday programs.
relief manager, also works in the Harland
& Fairbanks Co. office, which supplies popcorn
and soft drinks to theatres . . . The
Metro Twin Drive-In near Melbourne, Australia,
operated by MGM, was planned by
Ben Checkik. who was with the Mayer Enterprises,
operator of theatres and drive-ins
here and in Victoria, several years.
Golden Age Club Started
At 16 Winnipeg Houses
WINNIPEG—A Golden Age Movie Club,
offering special discount admi-ssion prices to
persons 65 years old and over, went into effect
here last week.
H. A. Bishop, district manager for Famous
Players Canadian, said the club is designed to
make life more pleasant and enjoyable for
those who are 65 or over.
"As soon as sufficient membership is
reached," he said, "we plan to organize
special events such as get-acquainted socials
and showings of request films from bygone
days on a sneak preview basis, and several
showings in theatre lobbies of art and hobby
work by members."
The only requirement for membership is
that oldsters fill out application cards and
furnish proof of eligibility. Theatres participating
include the Capitol, Metropolitan,
Gaiety, Tivoli, Uptown. Lyceum, Grand, Fox,
College, Pembina and Airport drive-ins.
Palace, Roxy, Tower, Rose and Plaza.
Enlarge Airer Screen
TORONTO—One of the older drive-in theatres,
the Clappison at Waterdown. operated
by J. Dydzak, has completed the installation
of a big screen which is three times larger
than the previous surface. The new measurements
are 120x60 feet, compared with 60x40
feet.
The first program with the new equipment
consisted of "Guys and Dolls" and "The Last
Hunt."
'80 Days' to Open Aug. 7
TORONTO—The Famous Players Tivoli
will be dark Tuesday (6) to prepare for the
Wednesday opening of "Around the World in
80 Days," second Todd-AO feature to play
here. The record run of "Oklahoma!" 67
weeks, will close Monday (5). Manager Fred
Trebilcock said it is expected that Mike Todd
jr. will be here for the "80 Days" opening.
To Open in September
VANCOUVER — Carlsonia Theatres,
Ltd.,
will open its new 500-seat, $100,000 theatre in
Fort St. John in the Peace River area of
British Columbia in September. It will be
competition for the 300-seat Fort Theatre.
The population of the town is only 900, but
it is growing fast.
TENDERS may be submitted for any single or
combination of schedules.
CANADIAN CREDIT MEN'S
TRUST ASSOCIATION
LIMITED
100 Sockville St. Halifax, N. S.
Al Jenkins of the vogue made a nice tieup
with a local drugstore chain on "Island in
the Sun," and obtained window displays in
35 stores . . . Ivan Ackery resumed his Friday
night Personality Parade stage series
following his return from a vacation at Rainbow
lodge in the Cariboo district. He had
the Lions professional football team on the
stage, with a question-and-answer period.
Ray Gehrman, now with the CBC television
division, is helping out at the Strand during
the vacation season . . . Marie Aime, Odeon
EVERYTHING FOR THE THEATRE
MOTIOGRAPH Equipment
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SHARP'S THEATRE SUPPLIES, Ltd.
Phones: 2-4076 and 2-7266
Film Exchonge BIdg. Calgary, Alta.
K-2
BOXOFFICE August 3, 1957

. . The
. . The
IB
»
Crosland Will Direct
Panorama's 'Natchez'
HOLLYWOOD—Alan Crosland jr. will follow
up his film editing job on Hecht-Hill-
Lancaster's "Sweet Smell of Success" by
making his debut as a director. Crosland
was signed by Panorama Pictures to helm
their first film, "Natchez Trace," with a cast
headed by Zachary Scott, Gene Nelson, Marcia
Henderson and Irene James. His previous
directorial experience was on TV films.
Theatre owners A. L. Royal and Tom Garroway
of Meridian, Miss., who head Panorama,
have scheduled the picture to start
shooting August 7 on location at Natural
Bridge, Tenn."
B & H Earnings Reduced
By New Product Costs
CHICAGO — Bell & Howell Corp. reported
earnings for the first six months were
adversely affected by preproduction expenses
of new products but predicted 1957 net would
exceed that of 1956. Net income for the half
year was $454,733, equivalent to 63 cents a
share on the common stock now outstanding,
increased 100,000 shares last April. This
compares with a return of $559,661 for the
corresponding period last year, a return of
91 cents a share on fewer shares then outstanding.
Sales were $19,329,116, against $19,243,765 in
the first half of 1956. Second-quarter profit
was $260,447, or 35 cents a share, compared
with $317,791 and 53 cents a share last year.
Charles H. Percy, president, said the slight
sales increase for the half year was achieved
despite a $1,500,000 decline in military sales,
with commercial volume for June setting a
new record for the month.
Tower Theatre at Wichita
Is Being Dismantled
WICHITA—The Tower Theatre, Central
and Oliver, ceased operations after the final
show July 14 and the theatre equipment, including
some 900 seats, will be offered for
sale. The building and its property have been
leased by Mr. and Mrs. O. F. Sullivan, owners
of Sullivan Independent Theatres, to Frank
T. Priest jr.
"It has become evident that the land value
of this location is far too high to justify the
operation of a theatre," Sullivan was quoted
as saying. He added that he will continue
to operate the Crest Theatre.
Priest will retain the front part of the building
which will be remodeled for a flower and
decorations shop and has sublet the other
part of the building to the Sauder Furniture
Co. of Madison, Kas.
WINNIPEG
"Theatrenien in Regina are watching with
interest the recently inaugurated policy
of all day Monday store closings. Theatremen
have a special interest in changing store
times and the effect such policies have on
the recreation habits of the public. So far
no clear pattern has developed in Regina.
The Monday closing plan eliminates the
Wednesday half-day operation and is being
studied by merchant groups throughout
Saskatchewan. The Wednesday half day
closing policy in Winnipeg, Calgary, Edmonton
and Vancouver has been rescinded, leaving
the stores with the choice of all day closing
on that day or on Monday. Fi'iday evening
shopping, permitted in Winnipeg, Toronto,
Calgary and Vancouver, has been of considerable
help to theatre attendance. At
present, Regina is the only city in Canada
with compulsory closings on Monday.
George MacDougall has resigned as Winnipeg
territory salesman for Empire-Universal.
MacDougall has decided to take up residence
in Vancouver. No replacement has been
named . Met Theatre in Regina now
is on a two-change-per-week, double-bill
policy, unusual for the de luxe Famous Players
house. However, the theatre probably
will return to its old policy of playing top
product the first of September.
The Rex Theatre at Flin Flon, Man., has
lined up a stage show to be headlined by
Mr. G., England's master hypnotist. Mr. G.
a professional hypnotist and an expert on
is
the subject. The show is booked for midnight
August 18 and the following three days.
Admission will be $1 . . .. The local FPC
office has booked a special stage show, "The
House of the Living Dead," into 12 area
theatres. The show is fully backed with a
complete advertising setup of window' cards,
mats, pressbooks and trailers. First engagement
will be at the end of August.
David Kaufman and Harold Bishop are
making special arrangements for a midnight
show August 11 at the Northmain and Airport
drive-ins, with the proceeds going to
the Fargo Disaster Relief Fund. Winnipeggers
are giving this fund all-out support
because of the great amount of help given
by the citizens of Fargo during the Winnipeg
floodrin 1950 . Paramount Theatre
in Kenora, Ont., is sponsoring a float for
the city's 75th anniversary celebration
parade.
David Griesdorf, vice-president of International
Film Distributors, with headquarters in
Toronto, visited the local IPD branch and
Manager Max Schnier. Griesdorf also is inspecting
operation of the Valour Theatre,
recently taken over by IFD as a first run art
policy house. Griesdorf and Schnier acted
as hosts with F. Beswick, manager of the
Pepsi-Cola Co., at a cocktail party and
screening of "Love in the Afternoon" July
25 at the Fort Garry Hotel.
P. C. Young, Todd-AO engineer, was in
town .surveying theatres for the possible installation
of the Todd-AO system. Among
houses he visited were the Garry Theatre,
Fort Garry; King's, St. James; Gaiety on
Portage avenue, Garrick, Lyceum, Metrpolican,
Odeon and Grand, all in downtown
Winnipeg.
The Colonial Theatre on Winnipeg's Main
street is gradually building up its children's
matinee business from almost nothing to a
substantial figure, with the use of comic
books. The new manager, Eddy Halpern, is
revitalizing the whole policy of this grind
house and is introducing new promotions.
J. M. RICE and CO. LTD.
"Everything for the Theatre"
Sound Systems.
IBallantyne
Hilux Anamorphic Lenses.
Williams Silver Screens.
New & Rebuilt Theatre Chairs.
EXPERT REPAIR DEPARTMENT
710 Broadwoy Ave.
Winnipeg, Man.
Ph. SP5-8219
10029 Jasper Ave.
Edmonton, Alto.
Pli. 28502
HANDY SUBSCRIPTION ORDER FORM
Guild Plays Booked
MINNEAPOLIS—Ben Berger's Lyceum, the
legitimate's home here, so far has only four
attractions definitely dated for the coming
season. All are New York Theatre Guild sub-
.scription offerings, and to complete its promise
to subscribers the guild will supply a
fifth. Already set are "No Time for Sergeants"
October 17; "Waltz of the Toreadors,"
November 25; "The Happiest Millionaire,"
January 14, and "Separate Tables,"
February 17.

Take advantage of the tremendous buying power of BOXOFFICE readers.
Reach this wonderful market at a cost you can afford. Tell and sell to the
many buyers in your own territory who are always in the market for
something. Practically every exhibitor you know reads BOXOFFICE. If
you need help in wording your message, ask us. No charge.
BOXOFFICE
Published Weekly in 9 Sectional Editions
K-4 BOXOFFICE :
: August 3, 1957

CUnjt^uo&9K, • Gauutmant • CenceMtatti. - ^(LuutUioAiat
M©P
AUGUST
3, 1957
SECTION OF BOXOFFICE
W/icn first introduced at the Nortown Theatre, Toronto, large-size drinks did not go (oo well. Manager Michael King then
set up this attractive backbar display and now sells five times as many 20-cent drinks as he formerly did in a week.
featuring:
i ^ooa ana nCefrednmentd _

THEY GO FOR A TOP-QUALITY SHOW. .
THEY EXPECT TOP-QUALITY REFRESHMENT!
Movie-goers today are quality-minded folk.
They flock to a top-quality picture . . . with
the same good taste, they know and prefer
Coca-Cola as top quality among beverages.
More of them pause more often for the good
taste of Coca-Cola. And every pause means
extra profit for you
SIGN OF GOOD TASTE
4 STAR FEATURE • QUALITY • PREFERENCE • PROFIT • SERVICE

SELL MORE^I^HIKS .
CANDY. . . CIGARETTES
.
C A Fiowg Excmsiv
/v\aTcnea venaors wiin rne mosT laiKeu uuuui icuiui
in vending today . . . the Rowe showcase. Attracts more
people to make more sales. The finest merchandisers
ever developed for theatres.
Write for deta
MANUFACTURING COMPANY, INC.
SALES OFFICE: 31 E. 17th St., New York 3, N. Y. Tel.; Algonquin 4-7350
Division Soles Offices: 2024 26 S. Wabash Ave. , C h i cogo,
1 1 1
441 Armour Drive, N.E., Alionto, Go.
5435 West Woshington Blvd., Los Angeles, Calif.
America's F/RST Automatic Meichandising Family - From A Single Unit To A Foil Line Vending Installation;

*
Colonial Theatre studied them all,
then chose Bodiform® Chairs!
\ N \ V V ^
, A \ \ \ \ \
Colonial Amusement Company, Inc., Philadelphia,
made a careful study of theatre chairs
before remodeling the 1,034-seat Colonial
Theatre. Their choice: American Seating
BooiFORM Chairs, on the basis of quality and
backed Ijy American Seating's
comfort . . .
outstanding record and long exj)erience in
theatre seating.
The Colonial Theatre is one of thousands
of theatres throughout the nation that have
selected the inviting, luxurious comfort of new
American Seating Rodiform Chairs. They all
a])plaud the spring-arch seats, upholstered with
ull-rubber pad and an extra thickness along
ront and rear edges for added softness; the
backs, designed to fit the body contours perfectly;
the automatic, silent, .s4-safetyfold seat
action that allows more room for ])assing and
easier housekeeping; the wide selection of
chair styles, aisle standards, and upholstery
fabrics that fit their decorating schemes.
For full information on Bodiform Chairs
for your theatre, contact an American Seating
representative today.
AMERIOAN
SEATING
WORLD'S LEADER IN PUBLIC SEATING
Grand Rapids 2, Michigan. Rrantli OfTices and Distributors in
Principal Cities. iManiifactuicrs ol Theatre, School, Church. Auditorium,
Stacliiuii, Transportation Seating, and Folding Chairs.
ALSO DISTRIBUTED BY NATIONAL THEATRE SUPPLY
The MODERN THEATRE SECTION

. . RCA's
^
J
Guess how little cash you need for all this
RCA equipment on RCA's Budget- Ease Plan
Name the piece of RCA Equipmenl your drive-in needs
to stav first in favor in your area. Name it . . . and
install it . . . on RCA's Budget-Ease Plan. It may take
only a very small cash outlay. You keep operating
capital at the comfortable level you like. Your RCA
Equipment starts earning right away. You pay out of
rising future receipts on sensible RCA Budget-
Ease terms.
For instance, RCA Dyna-Heat In-Car Heaters. Now is
installation time ... to make sure your patrons and
box office receipts stay warm when the weather's
cool. These Dyna-Heat units are engineered with ad-
vantages patrons really appreciate. They're light and
compact. Aluminum fins added to the Calrod element
spread heat evenly. There's no dangerous hot spot at
the port opening.
Whether it's RCA Dyna-Heat In-Car Heaters or Impac
Speakers, RCA Sound Systems, or RCA Super Cinex
projection systems . . . you can afford it now on RCA
Budget-Ease terms. Your RCA Theatre Supply Dealer
can fill you in on exact figures as soon as you call him
to come out and look over your layout. Plan on doing
it right away . Budget-Ease Plan is right up
your admission lane!
Tmk(5|
RADIO CORPORATION
of AMERICA
THEATRE EQUIPMENT SALES
CAMDEN, N. J.
In Canada: RCA VICTOR Company timited, Montreal
THEATRE EQUIPMENT SALES
Radio Corporation of America, Camden, N.J.
Please put me in touch with the RCA Theatre Equipment
Dealer. I want more information ahout RCA'.-; Budget-Ease
Plan—without uliligaticm. of course.
Name
Address.
CItv
-Zone
BOXOFFICE August 3, 1957

AUGUST 3, 1957
o n I n t
M>lOVlE FANS are surprising
drive-in exhibitors these days with the
kind of off-beat food they like to consume
while watching a picture.
Fried clams, frank-and-bean rolls,
pizzdburgers, pepper steaks, hot tamoles—they're
all making a successful
bow on drive-in menus across the
country. And, the surprising angle is
that many foods, which once were only
regional in appeal, have now gone national
in tastes.
Pizza was once an east
coast exclusive, with the main sell in
areas where the Italian population was
large. Now, tall Texans and rural Midwesterners
are stepping up to concessions
counters and ordering the familysize
pizza. Chuck wagon steaks first
were served in drive-ins out where the
West begins. Now, outdoor theatres,
North, South and East are selling them.
This breakdown of geographical barriers,
foodwise, has come about as the
result of the interchange of ideas by
theatre concessions men at their national
exhibitor association conventions
and at merchandising conferences
staged by the National Ass'n of Concessionaires.
New taste treats add variety to the
concessions menu and, while a specific
item may not go over in every situation,
it is worthwhile to give a new
item a careful trial. That is the reasoning
of concessionaires who, having
heard of the success of their fellows in
a different part of the country with a
particular item, especially in the food
category, hasten home to try it out with
their own patronage. More often than
not they find they hove a winner.
It
is a certainty that the present flourishing
condition of the food and refreshment
business in both drive-in and
indoor theatres stems from the pooled
knowledge and experience of exhibitors
and concessionaires. To the end
that still further progress be made, it
is time now to make reservations for
the big industry convention at Miami
in November.
FOOD AND REFRESHMENTS:
Concessions Tips From Concessionaires I. L. Thatcher 8
Circuit Earns Added Income by Servicing Nearby
Parks Sumner Smith 10
12 Theatres Tie In with Beverage Firm on Bottle Cap Auction 14
Profits From Popcorn Phyllis Haeger 17
New Idea in Concessions Trailer Delights Patrons, Steps Up Sales... 18
GENERAL ARTICLES:
Arc Lamp Maintenance and Servicing Guide: Excelite "135"
and Constellation "170" Wesley Trout 24
Careful Planning Key to Traffic Control Haviland F. Reves 34
New German Carbon-Less Arc Lamp Creates British
Exhibitor Interest F. C. Livingstone 37
DEPARTMENTS:
Theatre Maintenance Ques- Advertising Index at 34
tions and Answers 22 ., _ .
^ ,
New Equipment and
Projection and Sound 24 Developments 39
Drive-In Theatres 34 Literature 41
Reoders' Service Bureau at 34 About People and Product 42
ON THE COVER
TKe attractive backbar sign with its /rost-capped letters announcing
"Thirst Aid Statioii" ivas kept up about five weeks in the
Nortotim Theatre lobby in Toronto, and was a big help in getting
large drinks off to a good start. The entire stand is a model with
its
good exhibit of advertising material and merchandise, including
the open display of bar and cello bag candies and, particularly
.
glass-front cabinet for ice cream novelties in the center of the
counter.
I. L. THATCHER, Manoging Editor
The MODERN THEATRE Section of BOXOFFICE is included in the first issue of each month.
Editorial or general business correspondence should be addressed to Associated Publications,
825 Von Brunt Blvd., Kansas City 24, Mo. Eastern Representative: Carl Mos, 45 Rockefeller
Plaza, New York 20, N.Y.; Central Representative: Ewing Hutchison and E. E. Yeck,
35 East Wacker Drive, Chicago 1, III.; Western Representative: Bob Wettstein & Associates,
672 South Lofayette Park Place, Los Angeles 5, Calif.
the

" ?
Everywhere they GO people bring their thirst for
CANADA DRY
their
pleasure can be your profit!
Canada Dry is the ouhj national
quality brand with a
flavor for every taste . . .
your patrons can get them
in a multi-drink cup machine.
Canada Dry Ginger Ale,
famous for over 50 years is
the original pale dry, refreshing
ginger drink. NOW^
you can serve this same delectable
flavor from a cup
machine . . . it's a profit
maker and sales leader everywhere.
Canada Dry beverage
syrups are available in a
variety of flavors at the lift
of your phone.
There's a Canada Dry
salesman in your area with
profit stories that will leave
you pop-eyed.
Call today and ask him.
BOXOFFICE August 3, 1957

FOOD AND
REFRESHMENTS
CONCESSIONS TIPS
FROM CONCESSIONAIRES
Merchandising Ideas Flow Freely When the Men Who Know Get Together
By I. L. THATCHER
Keep the concessions stand open
until the theatre is closed, if you want to
add a tidy sum to the over-all concessions
take. This simple expedient, recently experimented
with by one circuit with surprising
success, is just one of the bright
ideas for increasing sales in neighborhood
theatres discussed at an open forum session
in the May Midwest regional conference
of the National Ass'n of Concessionaires
at Chicago.
The circuit which has experimented with
the idea of keeping the concessions stand
open had formerly closed the stand at
10:30 p.m. While it takes several months
to build up the idea that the stand is open
through the last show, in just a month one
theatre which instituted the new policy
was averaging $80 a week after 10:30 at
night: certainly, an indication that the
system should be given a good try.
TAKE CASH REGISTER READING
In order to know what is actually taken
in during the late hours, a reading is taken
on the cash register at the time the concessions
would fonnerly have closed. One
manager reported that at first it was discouraging
to just stand and watch the
patrons who visited the concessions, but
in two hours the cash register showed an
additional $50.
It was pretty generally agreed at the NAC
meeting that the concessions stand in indoor
theatres should be located in a headon
position, set right where patrons
"stumble" onto it. It is just as important
that vending machines be well located.
Cited, was the case of one small, 1.500-
seat neighborhood house that plays to capacity.
It has a vei-y small foyer and lobby;
and drink, ice cream, cigaret and candy
machines were located in various points
around the lobby, with the candy counter
head-on from the entrance doors. This
proved a very bad situation for. with the
machines off to one side, they did not do
very well. Further, the ticket-taker was
confused, standing out in center of the
lobby, because it was hard to tell whether
patrons belonged inside or out.
The solution was to remove one row of
seats across four aisles at the rear of the
auditorium, and to locate all of the vending
machines in the alcove which this
space permitted to be constructed. It cost
the management a little, but vending machine
sales were greatly increased.
Coin-operated vending machines should
never be overlooked or underplayed for
they have proved that they can produce a
high percentage of profit. There are a
number of reasons for this. For one thing,
many people would rather buy from vendors
offering ice cream, candy, drinks, cigarets,
etc. Some people are shy, others
won't wait in line at the stand, some like
to operate the machines.
Another reason why coin-operated machines
are a necessity is, the counter can't
always take care of the trade If the theatre
is playing to an extra thousand people.
Machines step in and care for those extra
persons.
ICE CREAM VENDORS USED
So successful have the ice cream vendors
been in theatre operation that some neighborhood
houses, it was reported at the
Chicago meeting, use two 140-unit capacity
machines. Theatres with vending machines
reported sales on ice cream and beverages
about equally divided between the
counter and the vendors.
One theatreman at the concessions meeting
told of boosting his sales by placing
emphasis on the stand, even though he had
a problem to solve in order to do so. The
concessions stand was located in the lobby,
but since the theatre faced west it had been
A record attendance of ISO theatre, concessions and vending operators attended the recent midwest regional
sales conference of (he National Ass'n of Concessionaires at Hotel Sherman, Chicago. This view
shows the interested and attentive group listening to one of the speakers. Brief tall

getting at least 16 to 18 cents per patron
had better look into the operation. Per
capita sales at some of the theatres reporting
at the meeting have been as low
as ten cents and as high as 30 cents.
7. The surface has only been scratched
on potential sales in neighborhood theatres.
An aggressive program will result in increased
per capita sales.
MORE ICE CREAM SALES
When the concessionaires turned their
attention to the matter of increasing sales
of ice cream in theatres, they were told
by Burton Olin. Goldenrod Ice Cream Co..
Chicago, that, '// you let your patrons
knoiv you have ice cream, you will sell three
ice cream items to one that you ivould
otherwise.
"We know ice cream sells when displayed
in glass front cabinets . . . just like popcorn."
Olin said. "In spite of the price of
this type of cabinet, it's the coming thing,
and it is to be hoped that manufacturers
interested in this type of merchandising
answer in an economical fashion.
"Cabinets vary, however, for everyone
has a different idea as to how ice cream
should be merchandised. There are glasstopped,
open front and back-filling cabinets
available also." Olin said.
"Other things besides equipment can help
you sell, however. Take concessions stands
built before display cabinets were available.
Since ice cream is an impulse item
and in these stands it is hidden behind
the counter, you liave to tell your patrons
you have it. Have an illuminated backbar
fign. Have your attendants talking ice
cream and wearing hats imprinted w-ith ice
cream advertising. Use ice cream signs at
the backbar and at the boxoffice. They are
available with Kleenstick on the back.
Hanging signs are available. Your displays
need be limited only by your imagination
and desire to sell ice cream.
TRAILERS ARE HELPFUL
"Trailers are excellent if not used too
often and may be obtained at very reasonable
price. We have a stock trailer which
Vie adapted for our use. We have added 15
seconds on ice cream in color and sound
that matches the original. Talk to your
suppliers. You may be able to obtain
something like this at reasonable cost."
The concessionaires were urged to buy
quality.
"You don't buy off-brand candy bars.
You use good pxjpcorn. real butter. Buy
quality ice cream, keep it well refrigerated.
The public is willing to pay for it. If the
product goes bad for any of a hundred reasons
you will kill off sales. Keep your
prices right. Prices are more or less pegged
in theatres. If you go up on price, you're
only defeating yourself." Olin cautioned.
On the subject of price. Harold Chesler,
Theatre Candy Distributing Co.. Salt Lake
City, commented: "You can't sell a Milk
Nickel for a dime in a theatre without incurring
ill will. We have a special ice
cream bar made up under our own name
Snow Cones Roll Up Profits
For Drive-ins and Hardtops ^
No Problem in Indoor Houses
The snow cone was not even on
the program at the Chicago concessions
meeting, but the frosty treat is such a hot
item in both drive-in and indoor theatres
it was bound to pop up for discussion.
Here are some of the interesting comments
made from the floor:
• Use very deep red and very bright
green syrup. It's color rather than flavor
that sells.
• As for flavor, different communities
will have different tastes. The concessions
manager can determine flavors to
sell by trial. Grape is good, especially
where there is a Mexican or Porto Rican
population. Some exhibitors have been successful
using any beverage syrup, including
Coke.
USE STRAIGHT SYRUP
• The regular snow cone syrup which is
thicker than beverage syinip is considered
best, however. It should not be watered,
but used straight. It's wrong to cheat on
this when the profit is so high anyway.
«•
Speaking of profit, snow cones cost
only 1'2 cents, sell for a dime, making 8',2
cents profit!
o A variation is the snow sundae reported
by Augie Schmitt, Houston Popcorn
and Supply Co. This is a nine-ounce
cup of snow, flavored with a good wild
cherry syrup, topped with a w'hole or half
cheiTy, served with a sfxson. It costs two
cents, sells for 15. Schmitt gets four snow
sundaes from a pound of ice.
• Weather doesn't affect snow cones.
They are good anytime.
• Snow cones don't offset soft drink
called Reel Creme Bar. Same size as a
Milk Nickel, higher butterfat content, sells
for ten cents. We also have a sandwich at
15 cents, slightly different than the tencent
product.
"The novelty items patrons can get only
in theatres are the ones that will sell.
Have special theatre items in ice cream
and sales will go up and profits will be
greater." said Chesler.
The specialty Item presents a problem,
however. Olin said, that from the manufacturer's
viewpoint it is murder, because
even in an absolutely efficient plant a small
run of an item makes the cost prohibitive.
He felt that if theatre concessions men
would check with their ice cream manufacturers
they would find they could get
a product that would fill the bill.
sales. They appeal to an entirely different
kind of patron.
• It requires only 20x20 inches of counter
space for snow cones in an indoor house.
• One exhibitor made a counter unit by
drilling holes in a block of wood with a
brace and bit. The pointed, paper snow
cones can be set in the holes, filled with
ice. It takes just a few seconds to add the
patron's desired synip.
• Syrup can be handled two ways, either
by just pouring out of the bottle or. the
better w^ay. with a measure attached to
the bottle. Measure costs $1.
• If the concessions is already making
ice, as in the case of most drive-ins, ice
presents no problem. However, one exhibitor
reported buying ice already snowed
from an ice company for 70 cents for 50 lbs.
Not a bad deal, but the consensus is that
it is best to have an ice making machine
which serves for drinks also.
GRIND ICE BACK STAGE
• Ice grinding need present no problem
in an indoor house. Harold Chesler, Theatre
Candy Distributing Co.. Salt Lake
City, reported a theatre grinding the ice
back stage, and using a regular snow cone
cabinet in the stand. The ice keeps several
hours.
• No carpet problem in indoor theatres if
you serve snow cones with straws; patrons
will drink from the bottom rather than eating
from the top.
• Nine out of 16 major league ball parks
have been selling snow cones for several
years. Ball parks are always a good tipoff
for a good item.
A Chicago exhibitor said that Popsicles
and Fudgsicles sell for 11 cents in Chicago
theatres during the hot weather with no
objection from the children.
It was brought out that the ice cream
makers had reams of sales and display material
available and that exhibitors should
make use of these merchandising tools to
the fullest extent.
"If you're thinking about adding soft
ice cream to your theatre concessions, seek
out a man who knows the business and
find out if the investment is worthwhile
for you. The anticipated volume would be
the basis of youi- decision."
This advice was given to the concessionaires
by Mr. Strand of Sweden Freezer
Continued on page 17
BOXOFFICE August 3, 1957

EARNS ADDED INCOME
BY SERVICING NEARBY PARKS
CIRCUIT
Concessions Setup Is Ready-Made to Handle Business
By
SUMNER SMITH
Circuits operating their own concessions
business at their drive-ins are
missing a big bet by not going after the
concessions business at nearby amusement
parks, kiddies' parks and stock car racing
tracks, according to Albert Floersheimer jr.,
head of the concessions division of Walter
Reade Theatres of New York and New
Jersey.
With Floer.sheimer in charge, Reade,
president, and Edwin Gage, executive vicepresident,
have built up what they describe
as a "multimillion-dollar" business. Besides
amusement parks and one New Jersey
racetrack, they have food and drink concessions
rights to restaurants on New Jersey
thoroughfares, and they are constantly expanding
the business.
Principal
concessions
business at Storylond
Village, a 50 acre
children's park in
Neptune, N. J., is
in
the building called
"King
Arthur's
Court." This view
shows the counters
for outdoor serving.
They open off the
large inside concessions
room. Storyland
Village also
has a milk bar
located
building
elsewhere in the
park. The entire
concessions operation
is managed by the
concessions
division
of Walter Reade
Theatres.
sions, 50 of which are theatrical in nature.
To see a typical Reade operation, this reporter
visited Storyland Village, a 50-acre
project for juveniles at Neptune, N. J. Its
owner is Max Kolmer, a New York ladies'
coat and suit manufacturer, who got the
idea in 1954 of a kiddie park based on fables.
For example, there are King Arthur's
Court, the House That Jack Built and similar
structures reached by a miniature railroad.
There is also a theatre showing
"Hansel and Gretel." located in the park.
The project was opened in June 1955,
with Reade the food and drink concessionaire.
At first there were three operations;
now there are two. It was found that there
was a limit to the number of sales-perperson
in the captive audience. 'Wliere
drive-ins are patronized for periods of three
to four hours a day. by more adults and at
different times of the day and bring in
an average revenue of 35 to 40 cents per
person, this kiddie park is patronized for
briefer periods per child during daylight,
with children the main customers, resulting
in an average income per person of 20
to 25 cents. It takes the average child from
one and one-half to two hours to "do" the
park.
A FLEXIBLE SERVICE
Another discovery concerned the circular
milk bar building. It was found highly impractical
to try to serve all around the
circle, so one-half of it was turned into
storage. The other half consists of two stations.
When business is dull, only one station
is open.
King Arthur's Court is the gateway to
Storyland Village. There Reade has his
main concessions, though much that is
there can also be purchased at the milk
bar. The former opens well in advance of
the park opening, supplying waiting room
for customers and, of course, the opportunity
to buy food and drink.
Some of the personnel wear special uniforms
similar to those in theatres. Originally,
Reade tried Robin Hood and Little
Miss Muffit uniforms, but they were abandoned
because of personnel turnover and
difficulty in fitting employes with the right
sizes.
Well-known brands in food and drink are
served. They are purchased because, while
they mean that food costs go up, sales do.
REASONS ARE GIVEN
Floersheimer supplied a number of reasons
why circuits should take his advice.
The menus are very similar to those in
drive-ins. trained drive-in supervisory personnel
is at hand and overhead can be
spread to get added income "without many
headaches." He warned, however, that a
situation must be studied carefully and
contracts signed to serve it only if it is
apparent there will be enough gross to
make the operation pay.
Under Floersheimer there is a supervisor
in charge of each type of operation and
there are managers at each station, noersheimer
called the supervisor the key man.
During the summer season. Walter Reade
Theatres operates about 100 food conces-
The attractive interior of the King Arthur's Court concessions is decorated with heraldic shields above the
cafeteria counter and wall figures, such as the knight on prancing steed shown at far right. The display
board at left of the knight advertises billings at Walter Reade theatres in the area. Counter cords near
center of snack bar advertise "Storyland Preserves" for take home, and suggest seeing doughnuts made in
"The House That Jack Built."
10 The MODERN THEATRE SECTION

King Arthur's Court is the entrance building
and main concessions at Storyland
Village. The building is a gleaming white,
topped by coral roof and towers. Woodwork
at windows is bright blue. Gaily colored
heraldic flags fly in front of the
entrance beneath Old Glory. The Village
is characterized as "a 50-acre, Hying
storybook, a 'Child's Garden of Verse'
and stories come to life."
too. In Floersheimers words, there is also
no "cheating" on equipment. Only the best
is used to "give employes the right tools to
work with."
Here is a percentage record of Reade
sales:
Soft drinks 25 %
Frankfurters 25 7o
Hamburgers 8 '"r
Novelty ice cream mo bulki 7 Co
Coffee and tea 6 %
Gingerbread 6 %
French fries 3 %
Tobacco 2 %
Popcorn
iy2%
Doughnuts and novelty candy 16'2'~r
These prices are in effect:
Hot chocolate
Ice cream
15c
10 and 15c
y> •hi:^^jh)jm
Hamburgers
35c
Cheeseburgers
45c
Frankfurters
25c
"Long dogs" 40c
Pink lemonade 25c
Pepsi-Cola, root beer, etc 10 and 20c
Coffee, tea and milk 15c
French fries
25 and 40c
Doughnuts two for 15c
Small bags popcorn
15c
Gingerbread men
15c
Gingerbread with a book about Storyland
25c
Lollipops
15c
Pail of salt water taffy 95c
COTTON CANDY AND SNOW CONES
Additional items sold at the milk bar
are cotton candy, 15 cents, and snow cones,
15 cents.
The concessionaire also has vending machines
in front of the animal houses. For
instance, for a nickel a child can feed corn
to the "three little pigs."
Electricity is generally used for cooking
and heating by the Reade projects. One
reason for that is that there is no charge
for the power.
As for equipment, the Hot Point line is
used pretty generally. Among the heavy
duty machines are Carbonic, Sodamaster
and Perlick dispensei-s. For dispensing pulp
drinks Majestic and Jet Spray are used.
There are Hot Point bun warmers and Norris
milk dispensers.
The latest Reade circuit concessions
project is Pioneer Town near Atlantic City.
It opened Memorial Day. It relies on wild
west appeal. The Reade menu there is
about the same as at Storyland. Employes,
however, wear cowboy outfits.
PLAN FURTHER EXPANSION
It was said earlier that Reade and Gage.
through Floersheimer, have made concessions
a "multimillion-dollar" business and
that they plan continued expansion.
Among their targets are the restaurants
along New Jersey's teeming highways.
Howard Johnson operates a number of
them. The time isn't far off when Reade
will begin filing bids.
get the
PLUS
••••••••
that only
iii§i
pii
liquid popping oil
offers!
rich
butterlike
/ for your
•
flavor.
popcorn! '
PLUS
all these other advantages:
• golden color
• appetizing aroma
• fewer duds
• less cost per bag
• all-weatlier pouring
• meosuresaccurotely— no waste
• stores easily-no fire hazard
To sell a product well, you must know
as much as possible about it. Few people
know the true story about the products
I hey sell.
by tiie Popping Oil Specialists
To The Nation
Simonin, Philadelphia 34, Pa.
BOXOFTICE August 3, 1957 11

Decause they like
light refreshment
people are saying
"Pepsi, Please"!
Good news for theatre
operators— because Pepsi
means more drinks per gallonmore
profit per drink, too!

I
12 Theatres Tie In With a Beverage Firm
On Bottle Cap Auction to Increase Sales
ffeMjGdi!
Brini Iht «C BOTTLE CAPS Tiii'o Betii Si>io| l>
RC AUCTION i^^^
tomorrow
TIME:
PLACE:
WIN A . . .
/ku n e{a.h.JxLn.ci- lIa-.
SPORTS CAR
hot you con ocluaiiy
-—j^j'
OTHER PRIZES YOU CAN WIN!
BrCYCLE .BASKETBALL
FOOTBALL • R OL LER SKATES
AIR RIFLE -BADMINTON SET
AND MORE!
Quarter-page newspaper ads announced the auction.
Youngsters in Waycross, Go., thrilled at the very sight of the handsome new Thunderbird jr. sports car, one
of twelve auctioned for RC bottle caps in twelve South Georgia towns in a theatre-beverage firm promotion.
Upon announcement of the auction the cars were taken on tours of schools, parks and other spots to
build
interest.
Bottle cap auction parties sponsored
by 12 South Georgia Royal Crown-
Nehi bottling plants proved highly successful
for all concerned, including the theatres
where auctions were held.
Top target of youthful bidding in each of
the areas was a bright new Thunderbird jr.
sports car, an authentically Ford-styled,
electrically powered automobile. Like the
big Thunderbird it has forward, neutral
and reverse shifts. Equipped with brilliant,
sealed-beam lights, it has an electric horn
and puncture-proof tires. Safety is its
Continued on page 76
'RoU-(Sni(le
HOTDOG BROILERS
G'v^aU IMPULSE BUYING
r/ie Difference is the Amazing Rotisserie Action
Sewettc POPCORN WARMERS
SERVEMASTER
New. 9*n^l04Aed ANIMATOR
W/t/i Exciting New Action!
The
popco
design
114 WEST 18TH ST.
KANSAS CITY 8, MO.
PHONE HARRISON 1-6856

-rmzMZ^
\@'^BW^^M ICE MACHINES run 12 hours a day,
all year long! produce 'Perfect' ice!
Newark Drive-In, Newark, N. J.—The daytime scene
above is quiet, but by show time there'll be as many as
2,400 cars! Food Concession business is fast and demanding,
and the Newark will serve up to 5,000 iced beverages
per night! With this volume, according to manager Manuel
Lima, the ice machines are vitally important major appliances
. . . and they're Scotsman!
Two dependable Scotsman Super Flakers produce
crushed ice of perfect size and consistency for rapid beverage
service. A storage bin is used, and they fill portable
carts direct from the bin. A cart stands at each beverage
station, supplying Scotsman ice for the beverage containers.
When empty, the cart is wheeled away and replaced
by a filled one.
The manager states that his Scotsman Ice Machines are
operated 12 hours a day, 365 days a year! That's the kind
of dependability you can count on when your ice supply
goes Scotsman!
Select from a broad line of 8 cube making machines and
24 crushed ice models. Scotsman has a type and capacity
for every ice need!
CAtl your local Scotsman ice specialisf now
for details or send coupon for illustrated 44
page brochure: "How To Use An Ice Machine".
Mail to: American Gas Machine Co., Division Queen Stove Works,
Inc., 28 Front Street, Albert Lea, Minnesota.
BOXOFFICE August 3, 1957 15

. . then
BOTTLE CAP AUCTION UPS SALES
Continued from page 14
most inipo: taut feature. Other merchandise
vvhich younssters bought with Royal Crown
bottle caps as money included bicycles, air
rifles, roller skates, football, basketball,
badminton sets, etc.
A fall promotion, the auction parties
were announced in early September, with
quarter-page newspaper advertisements,
colorful posterettes, radio and television
At the same time, the 12 new Thunderbird
.spot.s.
jr. sport cars were delivered to
sponsoring bottlers to begin a tour of exhibitions
at public schools, parks and dealer
outlets to build interest in the auctions.
Radio and TV scripts were supplied by the
liome office of Nehi in Columbus, Ga., with
posterettes and ad mats at cost.
Auctions were held simultaneously in the
12 areas late in October, allowing approximately
six weeks to build up interest and
sales.
According to Sam Moore, Nehi district
representative, "the campaigns caught the
imagination of children and their parents.
Youngstei-s literally turned South Georgia
upside down looking for RC caps. Some
swapped bubble gum for crowns, but most
THE BUTTERMATIC WARMER FOR QUICK SALES
'.ft»K
OTHER "BEST SELLERS": BUTTERCUPS— COLDISPLAY— JUNIOR COLDISPLAY—
BUTTERMAT - BUTTER SERVER— FRONT & REAR SERVICE CANDY CASES— BUTTER CONSOLE— DISPLAY STAGE
SUPURDiSPLAY, INC* 1324 W. Wisconsin Avenue, Milwaukee 3, Wis.
flavor simmered in
Smithfield Ham Stock !
Genuine
lAMES RIVER ^itU^/ifieU
PORK BARBEQUE
The quickest-to-prepare hot sandwich ... no cooking
. . just heat and
any other barbeque
by actual test!
serve!
on the
More lean
American
meat than
market -
PRE-ACCEPTED . .
300 yr. REPUTATION
SOLID PACKED...
ASSURES FULL PROFIT
RAISES CHECK AVER-
CAN'T BE BEAT TO SERVE OR EAT! " ^^^' ^'^^^S PROFIT
(Sandwiches cost opprox. 13c
Disfributorship Open m Some Areas
complete—Sell for 30c to 35c)
W The Smithfield Ham and Products Co., Inc
SMITHFIELD, VIRGINIA
important of all, .sales went up in every
market."
Prime objectives of the bottlers, reached
as a result of these twelve test promotions,
were 99 per cent point-of-purchase displays,
bigger Royal Crown displays in traffic
hot spots, special Royal Crown sales in
many markets, new accounts and increased
sales, according to Calvin Pratt of Nehi's
public relations department. To be eligible
to bid in the auction a youngster had to be
a resident of the franchised county. A panel
of judges screened bottle caps that were
filtered for identification and counted by
weight.
RC auction parties were sponsored by
Georgia RC-Nehi plants in Albany, Bainbridge,
Brunswick, Carrollton, Cordele.
Dawson, LaGrange, Moultrie, Thomasville,
Tifton, Valdosta and Waycross.
Participating theatres where auctions
were held benefited by the attendant publicity
and increased attendance on the day
of the auction as well as by an increase in
conce.ssions sales.
Cup Firm in Expansion
The Dixie Cup Co. has acquired the
Kleen Products Division of the Modena
Paper Mills, North Wales, Pa,, as a subsidiary
that will provide an assured source
for all sizes, styles and finishes of Dixie
plates. Under the new name of Kleen
Products, Inc.. the subsidiary will continue
to manufacture and sell Kleen brand products,
including hot dog holders, packaged
and bulk aluminum foil plates, ice cream
dishes and fiber and plastic spoons, knives
and forks. Kleen 's management, personnel
and policies will be retained.
16 The MODERN THEATRE SECTION

PKOFITS froiii
FO^dftRHl
-By
PHYLLIS HAEGER*
Helow MUCH DO you know about the
nutritive values of the foods which you
serve at your concessions stand? For example,
when someone says, "Oh, I'd love
some popcorn, but it's too fattening," can
you tell him how mistaken that notion is?
Or are you sui'prised to hear that it just
isn't so?
When your patrons load themselves with
popcorn. Coke and such things as hamburgers
and hot dogs, they don't have to
feel guilty about it. They are receiving
some very nutritious foods! If you will
glance at the chart below, you will see
that many of your concessions foods don't
have to take a back seat at all so far as
wholesomeness is concerned!
Take a look at the food values of your
highest profit Item, popcorn. Two things
will jump right out at you:
• Popcorn is lowest in calories, having
only 54 calories in a full cup of popped
corn.
• Popcorn ranks at or near the top in
protein, phosphorus and iron content,
as well as being rich in the other basic
nutrients.
SURPRISING POPCORN FACTS
There are a few other facts about popcorn
that may also surprise you:
• Popcorn contains more food energy
than 96 per cent of all edible foods!
• Popcorn has been rated as a top food
snack by many dentists and dental
societies across the nation.
• Popcorn is extremely low in the type
of calories which produce fat. Only
six of the 54 calories in one cup ( 1
per cent) are of the type which are
converted by the body into fat.
'The Popcorn Institute.
Now let's take an average portion of each
of the listed foods and see just how many
calories are in a .serving of each:
Cola Drink leight oz.i 104 calories
Hamburger & Bun (bun is
equal to about 126 cal.) 442 calories
Hot Dog & Bun 250 calories
Ice Cream (1 slice, plain* 167 calories
Popcorn (average bag) 108 calories
Potato Chips (average bag) ....216 calories
It should be pointed out, of course, that
the figure for popcorn does not include
buttered corn, and when you add butter,
you add plenty of calories. One tablespoon
of butter contains 100 calories, 99 of which
are fat calories. This, in itself can be a
boon to young customers because they need
plenty of calories to provide energy, but
to many people it may mean the difference
between eating and not eating popcorn.
Many theatres offer both plain and
buttered corn, so either desire can be satisfied.
THE PSYCHOLOGY OF CALORIES
As you know, much emphasis is placed
today on low calorie foods. You are lucky
in that you have a food to offer which is
actually lower in calorie content than
many fruits and vegetables which are normally
associated with dieting! In fact,
there are increasing numbers of people who
eat popcorn as part of their diets because
it is vei-y filling, yet is not fattening.
If your customer is like the average person,
he thinks and worries a lot about his
calorie intake, but does almost nothing
about controlling it. If he likes fattening
drinks, for example, he'll drink the brand
which advertises that it's lower in calories
than most and he will feel virtuous about
it—even though he knows very well that it
still has too many calories for him! However,
he has eased his conscience by paying
lip service to his weight-watching "program."
You can capitalize on this tendency by
relieving his mind with soothing information
on popcorn. He can munch popcorn
all through the show and never have a
twinge of guilt!
PROMOTION OF THE MONTH-The ways
in which you can use the information above
are limited only by your own imagination.
You know the best approach to your own
NUTRITION CHART
U. S. Dept. of Agriculture Handbook No. 8

New Idea in Concessions Trailer Delights Patrons, Steps Up Sales
. .
"Well, il you're feelin' kinda' "And you'd like to have a tasty "Swing on down to the snock "Hot dogs and ice cream "And here's o
treat
quenchin' treat .
." bar, wonderful things to eat ." popcorn, candy and nuts
." hungry and thirsty . .
Clips and Dialog From Animated Color Cartoon Designed to Push Big Ticket Items
real
thrist-
. Ah! Frosty!"
An unconventional, new. cai'toonanimat*cl
snack bar film trailer is receiving
rave notices from both exhibitors and
patrons throughout 45 states.
Produced for the Dr. Pepper Co., the
unique 90-second. color cartoon trailer is
increasing exhibitors' concessions stand
sales by three to five per cent, according
to Bill Rautenberg. regional sales manager
for Dr. Pepper's Fountain Division.
Of primary importance to the theatre
manager is the fact that the widescreen
color production delightfully and skilfully
pushes such high-profit snack bar items as
popcorn, hot dogs, nuts and ice cream.
According to Mortie Marks, concessions
manager of Jefferson Amusement Co.,
which operates approximately 74 theatres,
"Not only has the film increased Dr. Pepper
sales, but it has also increased our concessions
stand gross considerably. Its entertaiimient
value is as high as its commercial
value."
"That trailer actually opens the car doors
and brings them into the snack bar." a
Temiessee drive-in operator reported.
One Alabama theatre manager told a Dr.
Pepper zone manager: "I've been forced
to run that film for five straight months
because people keep calling up and asking
for it to be shown."
The film employs modern, highly stylized
art, combined with brilliant changes of
color. A lively 18-piece jazz band and vocal
group provide the lyrics and music, an
original score composed exclusively for
the trailer.
The entire film was written and produced
by Keitz & Herndon of Dallas, specialists
in animated commercials for regional and
national television advertisers. A staff of
30 animation artists, photographers, composers,
and musicians created the film.
Color film processing was accomplished in
California.
The first Dr. Pepper film, produced in
1956 by the same company, was tested by
the beverage company in a limited number
of ozoners. So enthusiastic was the response
from drive-in theatre operators that
the company's original order for 500 prints
was increased to 800 prints within a 12-
month period.
"Our scripts and storyboards were ere-
FAMOUS
MAKER...
MOVER..
Here's a top profit combination for you. . . . the famous
Heide trade-mark pZus the taste appeal of all-ways popular
Jujyfruits. Now backed by increased television advertising
and continuing national magazine ads, Jujyfruits
belong on the cotinter of every outlet you service. Push
them for all they're worth . . . they're worth plenty to you!
HEIMK T rIEIDEy incorporated
New York 13, New York
As nationally advertised in
Lookl
AMERICAN m\
Boys Life
18 The MODERN THEATRE SECTION

I
I
ated with the drive-ins in mind," says
Film Producer Larry Herndon. "However,
the conventional theatres soon began clamoring
for prints."
With approximately 2.000 prints of this
year's snack bar film in circulation, 25
per cent go to conventional houses; the remaining
75 per cent are shown in drive-ins.
While approximately the first 70 seconds
of the film sell "snack bar." only the last
20 seconds are devoted to Dr. Pepper, with
a bouncy treatment of the "Friendly Peper-Upper"
jingle. Yet. Dr. Pepper sales increases
have been, in some markets, nothing
short of spectacular.
AIDS PROFITABLE ITEMS
"Our principal objective," according to
Bautenberg. "was to create a trailer that
would push the exhibitor's most profitable
snack bar items, including Dr. Pepper.
With the rapid growth of concessions stand
rotisseries, the animated, appetizing hot
dog, for instance, plays an important role
in the cartoon production."
Showings are arranged on a year-round
basis by Dr. Pepper zone managers. For
those theatres using Dr. Pepper fountain
syrup, prints may be requested from the
Dr. Pepper Fountain Division, P.O. Box
5086. Dallas. Tex.
Refrigerated showcases pay for themselves
in merchandising chocolate candies,
fancy packages and nut confections.
7 BOUGHT
A DEAL"
Old Popcorn Expansion Terms Should be Abandoned
The Weight Volume Tester, recently
adopted by the Popcorn Processors Ass'n
as the organization's official popcorn volume
tester, was designed by Cretors. manufacturers
of popping equipment since 1885.
H. E. Chrisman, a Cretors official, said
that the new tester will be especially valuable
for assuring the processor and buyer
of a uniform method of testing popcorn
expansion.
The new W.V.T. replaced the original
O.V.T. (official volume tester) also manufactured
by Cretors. Chrisman advises that
it is particularly important that the industry
discontinue the old terms of 35-to-one,
etc., expansion, as there can be a variance
Serve beverages in
the grand manner.
mimm^
H '^5 j "^BbP^^ ^^^^ l\
If
"I ge* d real charge
out of this."
in the expansion quoted raw corn buyers.
The old .system used an arbitrary volume
ratio in expressing expansion of popped
corn which was not satisfactoi-y in view of
the greater expansion ratios of recently
developed hybrid corn. The new tester
measures the expansion of corn in cubic
inches of popped corn per pound of raw
corn and became official last October 1.
A conversion chart, comparing the old
method with the new, is definitely not
recommended by Chrisman for several
reasons, chief of which is the fact that the
amount of raw corn used under the old
method was too frequently incorrect and as
a result the expansion was not correct.
iVi
7^
AND DO IT AT A FRACTION
OF YOUR PRESENT COSTS
I" '^^ nation's famous eating places and
cocktail lounges ... in luxury liners on the
high seas ... at major league ballparks,
drive-in restaurants and theatres, neighborhood
taverns and corner drugstores, in hospitals,
clubs, other institutions large and
small . . . wherever
are dispensed . . there
soft drinks
you will
or mixers
find SODA-
.
MASTER, product of the world's largest manufacturer of multi-flavor beverage
dispensing equipment. There is no more modern, refreshing, sanitary method.
SODAMASTER'S leading popularity results both from this preferred manner
of serving AND the fact that no other method is so economical. Costs of club
soda and flavors are cut to a fraction. Profits multiply.
CHECK THESE SPECIFIC ADVANTAGES
• The identicol beverages obtoined frotr
higher.
• As much as 65°» savings on bottled fl^
• Choice of models to serve 2, 3 or 4 high
soda stream, or can be installed to se
ottles 'ith al
jonated flo
still drinks ell
including plain drinking water.
• Variety of flavors, instantaneously, at the finger tips
• Unmatched service speed, avoiding dissatisfaction and
club
sodc
aikouts" of rush
• Elimination of costly, troublesome, time-consuming bottle handling.
• Uniform coldness and perfect proportions of beverages, automatically.
SEIF-CONTAINED SODAMASTER MODELS INCLUDE REFRIGERATING SYSTEM,
CARBONATOR, SYRUP TANKS, AUTOMATIC CONTROLS, EVERYTHING IN A
SINGLE CABINET SODAMASTER REMOTE MODELS MAY BE INSTALLED IN SEPA-
RATE ROOM OR BASEMENT WITH ONLY THE FAUCETS IN THE SERVICE AREA.
. . . But next time I'll MAKE
SURE it's Castleberry's
Pit Cooked Barbecue for
Sandwiches]"
I
I
D Mi
Super
Fi.
Addri
MAIL THIS COUPON TODAY
facts on the J Sodamosler
send me full
Monitor Foucel Q 100 gollon-per-hour
horger corbonotors.
West Coast Plant: UOM S. Marquardt Av.., P.O. Box '^'Norwalk Calif.
IN CANADA; GENERAL EQUIPMENT CORP., LTD., TORONTO, ONT.
SOXOFFICE August 3, 1957
19

Concessionaires Ass'n Adds 13 New Members Tie-In Concessions Banner
TTiirteen firms recently have been accepted
for membership in the National
Ass'n of Concessionaires, according to Philip
L. Lowe. Theatre Candy Co.. NAC chairman
of the membership drive.
The new members include Robert Mittman.
Berlo Vending Co.. Washington. D. C:
Milton Rcsenblum. Drive-In Foods. Inc.,
Paterson. N. J.: Kenneth Progin, Lovitt
Enterprises. Pitchburg. Mass.; L. D. Mc-
Kenzie jr.. L. D. McKenzie. Danville, III.;
John B. Mortenson sr.. John B. Mortenson
Co.. Chicago; Gus Kopulos. Regal Poppers
Supply Co.. Kansas City. Mo.; Melvyn Berman.
Ti'i-State Automatic Candy Co.. Buffalo.
N. y.; Gurslon Rosenfeld. Carlton
Automatic Vendors, Ltd.. Toronto; G. R
Edgar. Hollywood Brands. Inc.. Centralis
111.; Louis Lipman. Mansfield Drive-In
Theatre, Willimantic, Conn.; Alfred
Olander. Moiitebello Theatres. Inc., Montebello,
Calif.; T. A. Fowler. Nestle's Co.,
Inc.. White Plains. N. Y., and E. L. Gennaro.
Rebel Corp.. Hazelton, Penn.
The real impetus given to sales is supplied
by enthusiastic, personable, clean and
"active" sales help.
SAVON COMPANY
SPECIALISTS IN EQUIPPING DRIVE-IN
THEATRE CAFETERIA CONCESSIONS
A promotional streamer to aid theatres selling two
long- profit items, Orange-CRUSH and popcorn, is
displayed by Thomas J. Sullivan, left, and C. L.
Keefer at the recent regional meeting of the National
Ass'n of Concessionaires in Chicago. Keefer,
national fountain sales manager of the Orange-
CRUSH Co., was a featured speaker at the meeting.
Sullivan is NAC executive vice-president, secretary
and general counsel.
THE SAVON-STAR DE LUXE '57 CAFETERIA
UNIT. Accepted standard for food warmers
in drive-in theatres. Other models also avoiloble.
SAVON-STAR COUNTER STYLE OVERHEAD
RADIANT HEATING UNIT. Made in 4-foot,
3-foot, 2-foot lengths. All stainless steel ond
thermostatically
controlled.
National distributors in the drive-in
field for Hotpoint, Toastmoster, Scotsman
Ice Machines, SelMix Dispensers
Plan Operation Automation'
For MAMA Convention-Exhibit
The 1957 convention-exhibit of National
Automatic Merchandising Ass'n is being
planned around the theme "Operation
Automation," according to Frank Bradley,
Automatic Equipment Co.. general
chairman for the event which will be held
in Philadelphia October 13-16.
"Automation of manufacturing is a
reality," said Bradley, "and the rapid expansion
of vending has made automation
of distribution possible, too. The 1957
convention-exhibit is being planned to
point up the real potential of vending to
the public and to people within the industry."
The convention committee, meeting in
New York under the chairmanship of
James Wanink, Automatic Merchandising
Co., planned workshop sessions devoted to
record keeping, coffee vending and personnel
problems in vending operations.
"The sessions will emphasize what is
necessary for sound growth and expansion,"
Wanink said.
A repeat from last year's convention will
be presentation of a training film with a
take-home feature for use in the operator's
own shop, sponsored by the Coca-Cola Co.
Wide o^ fiUo^e
and many other outstanding lines.
SAVON COMPANY
286 Pennsylvania Ave. * Paterson, N. J. * MUlberry 4-6033
An intermission should be followed by
a newsreel to give your concessions customers
ample time to satisfy their demands.
Pew patrons will leave a snack bar to view
a newsreel. A feature picture should never
directly follow a break. The ideal setup
is; intermission, newsreel, trailer, feature.
20 The MODERN THEATRE SECTION

Concessions Stand Needs
Continual
Improvement
To Up Sales-Per-Person
Don't we know that once a concessions
stand gets under way that it needs continual
improvement? Some managers go
through long periods of "a lousy case of
inattention."
Don't we know that a frequent change in
trailers on the screen is necessary? Some
managers drive the poor patron "nuts"
with the same old stuff!
Don't we knoiv. for instance, that mass
display of merchandise on top of the
counter will jump those impulse sales?
Don't we know that frequently the patron
will pick up that item and buy it if
it is on top of the counter? Some managers
have never promoted a "handy mass
display" on top of the counter!
Don't we know that specific trailers on
the screen will sell specific items? Many
managers just buy trailers that sell everything—and
seldom, if at all do they concentrate
on just one item—such as POP-
CORN! Specific selling can boost a weakness
in an item in your stand!
Don't we knoiv that speed means everything
in making lots of sales that will not
wait? Yet many managers give very little
thought to arrangement. Ai-rangement is
very important—if it can save steps and
time!
Don't we knoxo that the concessions stand
deserves continual and concentrated attention?
Yet many managers just take
"the danged thing" for granted!
Don't we know that we've got to "push
those sales if we want that sales-per-person
to climb?" Yes we do!
LET'S DO IT! LET'S DO IT RIGHT!
LET'S DO IT RIGHT NOW!
—The Commonwealth Messenger.
Only Hollywood Offers Such A
Balanced 10c Candy Bor Line"^
TO SATISFY EVERY TASTE!
*Availoble with or without 10c
p.-ice on wrappers, packed \n 24's
and 60's All these bars also are
available in 5c sizes except Spot
Pecan; packed in 24's and 120's.
Stock up now'
Norman Wasser Promoted
I^ORMAN Wasser
has been promoted
to the post of
national theatre sales
manager for the
Pepsi-Cola Co. He
formerly was regional
manager in the Chicago
area for syrup
sales. A graduate of
Norman Wasser
the University of Illinois,
Wasser became
associated with Pepsi-
Cola in 1949 in the syrup division. Three
years ago he became Chicago regional manager.
He served two and a half years in the
U. S. Navy and is national collegiate shotput
champion. John Crawford is assistant
theatre sales manager. Allen Pinley. former
theatre sales manager, has been promoted
to a new post in the advertising department.
HOLLYWOOD CANDY DIV.
HOLLYWOOD BRANDS, INC. - CENTRALIA, ILL.
The NEW Patented SPEED-SCOOP
Three times more efficient. Scoop and pour o
bagful of popcorn in one single easy motion.
Made of light, stainless oluminum. Cool hardwood
hondte. Perfectly balanced for maximum
efficiency and speed. Only $2.50 at your Theatre
Supply or Popcorn Supply Deoler.
SPEED-SCOOP
109 Tliornton Ave., San Francisco 24, Calif.
PROFITS with "SNOW
All Equipment Patented, Guaranteed
and Backed by 37 Years'
Experience
SAMUEL BERT MFG. CO.
Fair Park Station
Box 7803, DALLAS, TEXAS
MAGIC
THE NEW SNOW
CONE MACHINE
50 cones
Capacity:
every 30 seconds.
Bert's The "SNOW
MAGIC" machine
combines eye-appealinn
beauty with perfect
mechanical performance
aHd targe
"Snow
capacity.
Masic" is easy to
operate and is Fully
Automatic. A Snow
Cone costs I'/i to
ll^c and usually
sells tor 10c .. .
that's
F.O.B.
profit!
Dallas
only $270.00
BOXOFFICE August 3, 1957 21

. . , Questions
and Answer|
This regular Modern Theatre feature is conducted by Dave E. Smolley, contributor to many
important magazines on mointenonce and editor of Better Maintenance Magazine. Questions from
exhibitors ore welcomed. Address them to Theatre Maintenance, The Modern Theatre, 825 Von
Brunt Blvd., Kansas City 24, Mo. Enclose stamped, self-addressed envelope for personal reply.
22
Give ice cream quality . . .
make li on
lOd sales. Cash in on the demand for
delicious soft-served cones, shakes.
Serve a 10c cone in 2 seconds . . .
your food cost less than it. Serve a
2 5(f shake in 5 seconds . . . your food
cost only 6f. Win new fans, make big
profits with a compact Sweden freezer.
Easily run by untrained help.
Model I^OO-tulomallc contlniiDiis
treeier. Ample relrlseraled mil
slotjje. Hl8^esl capacil* macMne
in llie maikel lor »out "lireak"
luslness. "Hanils liee" loot con-
:tol.
Manaeement-sel porllons.
Olhei models lor every need.
SWEDEN FREEZER MFG. CO.
Dept. T-4
SeaHle 99, Wash.
"JRUU A
MAGNIFICENT
TIP,
SIR'
"... But nearly everyone
in the know has ALREADY
switche -^ to Castleberry's
Pit
- Cook d Barbecue for
Sandwiche,;!"
?T0 REMEDY DUSTING MARBLE necessary. Then turn the runner on edge
so it will drain completely. If you have to
. We have a long marble floor leading
-^'ean
/ro7n our eiUrance to the foyer. It is dustthe
runner.s on the lobby loor and
.. ^> J . -7 .„ i.„„„ r, .„nf ri/«7,pr where a hose cannot be used, a stiff brush
ing badly and while we have a mat runner,
, ,, j , * ^ , „
\, , , , „ „ if „„w thi, on a long handle and a pail of water, cleanpatrons
do not alivays keep on it and the &
,., , v, i-i , ~ * i,„
, ... „,„„*;„ +,.„^i-„w ,nith mg the runner block by block, seems to be
oyer carpeting is constantly tracked with " '
"
'
, ,„, K7 Waxing the walls
concerned, but even such finishes can be makes the removal of lipstick easier but
slippery. There are emulsified resin floor pre.sents a problem if the walls are to be
finishes which seem better adapted as they repainted,
are not as brittle as the alcohol products.
Have you tried the "nonskid" floor waxes
q FLOOR MACHINE BLOWS FUSES
containing "Ludox," an anti-slip material r
j^^^^^^^^y ^^^ purchased an electric
developed by the Du Pont Co.?
^^^,. po^jj/jj^^ machine. Ever so often
lohen we use the machine we blow out a
Q RUBBER MATTING TURNS GRAY fuse. The people we bought the machine
m We have rubber runners from the street from tell us we should use higher amp
across the terrazzo lobby to the foyer, fuses, but we cannot do this and comply
These runners are designed in corrugated ivith the law. Have you any suggestions?
squares which make them harder to clean jt
^ jg lively you are overloading your line
because the corrugations of the separate
unnecessarily. Turn off all lights exblocks
run in opjiosite directions. These
^.^p^ ^j^^gg where you are working. If any
runners, which were originally black, are
^^^^^, j^otors or electrical devices are opnow
of a grayish cast. What is the best
grating at the same time, shut them off.
way to clean them and is tfvere any way to
p^nj^g only its own load and with a minirestore
the color? j^^^ qj lights, the machine should easily
a If you have a suitable space available, function on 30 amp fuses. However, always
turn the hose on the runners, using as connect to a wall socket and never to a
much force as you can. There may be light socket. Then if a fuse blows out the
accumulations where a wire brush may be machine itself should be checked.
The MODERN THEATRE SECTION

PROJECTION
LAMP
THE WORLD'S FINEST and MOST POWERFUL
PREPARE YOURSELF NOW
FOR THE FUTURE!
Do not make the mistake of buying Projection Lamps which
may not be adequate for your future requirements.
There are no standards now. Film widths vary from 35mm to 70mm.
The equipment you buy should be capable of projecting both of these
and anything in between, with equal perfection—with no further expense.
There is only one lamp that will do this—
THE ASHCRAFT SUPER CINEX
*1. The only projection lamp using one reflector for all film widths 35-
55-65-70mm (No relay lenses whatever are necessary).
*2. The only lamp using a heat transmitting reflector for both 35mm
and 70 mm.
*3. The only lamp producing maximum light and maximum screen light
coverage simultaneously— no hot spot under any circumstances.
Maximum light and Distribution are obtained regardless of film
width or height.
These are the four principal aperture sizes now being used and contemplated for the near future. By the simple, instantaneous
process of moving the positive carbon crater toward or away from the reflector a fraction of an inch the aperture
spot size will be enlarged from the smallest spot shown (1-1/16" diameter) to the largest (2-1/4" dia.) and the selected
position will be constantly maintained. Isn't this much better than changing reflectors and relay lenses every time the
aperture spot size is varied?
These are the possible aperture sizes your lamps should cover and the sizes of
the aperture light spot SUPER CINEX will give you. ,•-' ~-^
This is the approximate screen light with excellent distribution you will ,' ^^^ ~-~^ ^,,
obtain* with all four aperture sizes: ' ^ ^ ^ ^^
.825 X .600 Small Aperture 35mm

'
PROJECTION
AKD SOUND
Fifth of a New Series
ARC LAMP MAINTENANCE
AND SERVICING GUIDE
5. Care of Excelite "135" and Constellation "170'
By WESLEY TROUT
W ITU THE AD-
VENT of drive-in theaties
and vvidescreens
a considerable increase
in screen illumination
has been
_, ^ absolutely necessary.
,
'"
^
•
The light source is
^B ^
cf
jg^^ extreme impor-
tance. because pro-
^A J^ ^^^^k
HK4AJHi^HJ
Wesley
Trout
iection of colored and
black and white prints
must have sufficient
light to bring out all the beauty of good
photography. We understand, of course,
good projection can only be had when a
high quality objective lens, and screen
surface with a good reflectivity, is used in
conjunction with the newly designed projection
arc lamps.
OUTSTANDING FEATURES
We want to point out a few of the excellent
features built into both the new
Constellation \10" and Excelite "135" projection
arc lamps. These lamps will accommodate
the newly available, full 20-
inch carbon trim; both lamps employ an
automatic crater-positioning system which
maintains the tip of the burning carbon
at the exact focal point of the 18-inch BALcold
reflector. Change of light color at
the screen, caused by variation in carbon
burning rates, is absolutely eliminated, and
spot focusing is simplified in both lamps.
Another very outstanding feature—in
the writer's opinion—the entire burner assembly
can be moved so that the position
of the arc can be easily shifted for best
screen light without disturbing the relative
carbon positions or equilibrium of the arc.
Once the arc is struck and properly positioned,
and correct arc gap is obtained, no
further attention is needed, on the projectionist's
part, in the operation of the
lamp. It automatically maintains a good
screen light. It should be understood, however,
if there is an occasional fluctuation
in the power supply or a defective carbon,
the lamp will then require some adjustment.
VENTILATION IS IMPORTANT
One should give very careful consideration
to the proper ventilation of these
lamphouses. The ventilation 'exhaust) system
should be capable of removing all the
heat, carbon .soot and fumes, but it must
be designed to do this job without disturbing
the sensitive high intensity arc
flame. Our recommended exhaust system,
described and illustrated in Modern Theatre,
page 48, May 4, 1957, will do a first
class job, and should be the type used for
all makes of high intensity lamps. There
are some rare situations where a modified
type, using only one damper, is used at the
end of the duct system, but we do recommend
the installation of a damper at each
end of the duct, and not less than an
eight-inch exhaust pipe. Do not u.se a
damper in the lamphouse.
The Constellation lamp is equipped with
a heavy duty, quiet-running centrifugal
exhaust fan. built in as part of the equipment,
to assist in removing heat and carbon
scot, and keeping the interior of the
lamphouse and arc mechanism cool.
Let us pause here for just a moment and
make a few pointed remarks. When a
brand new lamp is placed on the market,
with increased light output, the question
immediately pops up in the purchaser's
mind, will this new lamp use more power
to operate? Will the cost of operation be
too expensive? Honestly, our answer is no.
The slight increase in power and carbon
consumption is very insignificant when
compared with the increase in screen illumination,
the higher quality of the pro-
The newly designed Constellation "170," high intensity,
rotating positive carbon, projection arc with
a Light Booster lens, used with 13.6 carbon trim.
The new lamp will supply sufficient illumination for
any size screen area now in use, indoor or outdoor
theatre. It is powered to deliver a brilliant, evenly
lighted picture for either 35mm or 70mm films. It
delivers illumination evenly distributed from center
to edge of projected image, provided the lamp is
correctly installed and properly adjusted.
jected image over the older types of Suprex
lamps, etc.
The new Light Booster lens patterns the
spot to the size and shape of the aperture
so as to efficiently utilize all the useful
light. It is manufactured from the very
highest quality optical glass, eliminating
any loss of light entering and leaving
glass. It increases the light output and
brings the spot doimi to the "right" size at
the aperture.
The new National lamps are equipped
with a "cold" reflector which removes approximately
50 per cent of the heat from
the light beam before it reaches the aperture,
thereby helping to eliminate buckling
of film due to heat.
THE "COLD" REFLECTOR
Let us, briefly, tell you about the new
"cold" reflector. Bausch and Lomb engineers
have done considerable experimenting
with coatings for arc lamp reflectors,
and have drawn on their extensive experience
to develop a reflector coating that
differentiates between visible light and
heat. The result of these very extensive
experiments is the new reflector termed
"BALcold." It is elliptical in shape, its
second surface is coated with a combination
of low and high index materials
visible light is reflected back to the film
gate, heat passes through. More light output,
minus the use of heat filters, is obtained
with the new reflectors. The lower
temperature achieved by the use of the
new reflector assures longer life for projector
parts, by cutting down the heat at
the baffle plate, and permits easy handling
of the aperture plate for changes in
aspect ratio. It practically eliminates
buckling of film, particularly, of course,
"green" film. It is another step in the advancement
of better projection.
Before we present some important
maintenance instructions on the Excelite
"135" and the Constellation "170" lamps,
we do want to bring to your attention that
the power supply for sensitive high intensity
lamps is of paramount importance.
If the lamp is to operate at peak performance,
the power supply must be exactly
the "right kind" or it will not function correctly
and deliver maximum light output.
So, one should give careful consideration
in the selection of either a motor generator
set or rectifier built for high intensity arcs.
THREE-PHASE
RECTIFIERS
National Theatre Supply distributes a
special selenium rectifier with four capacities:
65 to 100. 90 to 135 amperes and
120 to 180 amperes, three-phase: and 90
to 135 amperes, single-phasel We recommend
three-phase operation for higher efficiency.
Amperage can be adjusted while
lamp is operating; there is adjustment to
compensate for line-phase unbalance. The
rectifier is equipped with heavy duty fan.
It is built so it will be dampproof in damp
climates. Requires practically no maintenance
except an occasional cleaning. The
Excelenium selenium rectifier is built to
24 The MODERN THEATRE SECTION

deliver steady DC power to any make of
new high Intensity arc lamp.
The selenium rectifier is now manufactured
with sufficient power-handling capacity
to operate any of the most powerful
high intensity arcs on the market, with
ample reserve power. It is ruggedly built
and has a long life—the approximate life
of between 45,000 and over 50.000 hours of
continuous service. Units can be replaced
when they become defective, or worn due
to long service. They have about the same
high efficiency as a motor generator set,
approximately 80 to 90 per cent, according
to our records from out in the field
under various operating conditions. This
is very good.
BALLAST RHEOSTAT ADVISED
We advise the installation, when using
motor generator set, of special ballast rheostats
designed for these lamps. It is poor
economy to try to use old rheostats, or
those made for other high intensity lamps,
because the results, in most cases, are not
satisfactory. Generators deliver a "pure"
DC supply without any ripples, provided a
well-known make is purchased and the line
voltage is fairly constant. Tlie over-all
efficiency is about 80 to 90 per cent for
most of the leading makes of generator
sets for projection arcs. There are some
rare situations, due to power supply fluctuations,
where it Is absolutely necessary
to install a motor generator set in order
to obtain a good power supply for the sensitive
high intensity arc.
All electrical connections should be kept
tight and clean; corroded and poor electrical
contacts will cause trouble and faulty
lamp operation. It is a very good idea to
renew the connections in the lamp, cutting
away about two or three inches of
the asbestos wire, making a brand new connection.
Connections at the switches should
be checked at least every six months. If
you do not use circuit-breakers, be sure to
check your fuses for good condition and
firm contact. A poor connection will cause
a fuse to heat if it passes high amperage.
Keep extra supply of fuses on hand.
FLUCTUATING POWER SUPPLY
Erratic feeding of the carbons is often
caused by fluctuating power supply.
Most of the modern makes of projectors
are cleared for an f, 2 light beam, and a
full Cinemascope aperture. Simplex XL
mechanisms have clearance for all the
newly designed arc lamps so the light beam
will not be obstructed, but any mechanism
not cleared to project the light beam fully
can be modified via special modification
kit.
Water-cooled contacts for 9.
operation can be furnished, and the life of
your contacts will be greatly increased over
air-cooled type. With high amperages, we
recommend the installation of watercooled
contacts. We also strongly recommend
a water i-e-circulator for each lamp,
and the water kept at room temperature
for best results; we have never favored,
from long experience, water connected di-'
10 or 11mm
Developments In new motion picture techniques have
teen progressing so fast the last couple of years
that more light was absolutely necessary In order
to Illuminate the larger screens sufficiently. It
therefore was necessary to develop a new lamp
capable of furnishing light intensities which have
been recommended by the Academy of Arts and
Sciences. The National Excellte lamp is a complete,
new departure from any previous lamp design
and has unlimited possibilities— the reserve
power (light output) will be adequate for almost
any screen area. The Excellte Is equipped with 18-
Inch reflectors, and If this lamp Is optically aligned
correctly with the projector aperture, a very fine
picture will be obtained with any of the new high
speed lenses. The lamp can be modified to use
any of the standard four carbon trims by installing
roller kits, carbon contacts, and motors, depending
on the amperage necessary to Illuminate the picture
satisfactorily. Heat filters can be easily installed,
and removed when running colored prints.
rect to the contacts from the city water
supply. Keep the tanks clean and covered;
at regular intervals, check the lines and
see that the water flows freely and there is
no obstruction in the line. We suggest you
use only distilled water, maybe it costs a
little more but will save you trouble from
deposits in the lines and water jackets.
A very excellent feature of the new
lamps is a feed control calibration and
operation instruction panel plate. On this
new instruction panel, the feed control is
Arc
Recommended Carbon Trims for
Ampere
Range
calibrated in inches per hour the positive
carbon will burn for either ratio motor
and for any carbon trim. This new instruction
side panel plate has been devised to
replace the panel that was calibrated in
amperes. We are sure this new added feature
will help the projectionist to eliminate
carbon waste.
By the way. a cleaning brush is furnished
with each lamp and it should be used daily
on the silver contacts to keep them clean
and free of carbon dust. One can also
use Bon Ami on a dampened cloth to remove
the stain from silver carbon contacts.
The operation of keeping the contacts clean
is so simple, and it takes so little time, there
is absolutely no excuse for not cleaning
these contacts every day. The contacts
must be kept in immaculate condition for
best results.
CAN MODIFY PRESENT LAMP
NOTE; May we bring to your attention
that if you have an Excelite built since
April 1955 and it is equipped with the smaller
16' 2-inch reflector, it can be easily modified
to use the large 18-inch reflector, increasing
your light up to approximately 20
per cent. If you need more light, we suggest
you make the change, provided you
use high quality, anti-reflection coated objective
lens in order to obtain the full benefit
of the change and secure maximum illimiination.
(16' 2-inch or 18-inch Reflector)
We would also like to point out the importance
of using the correct carbon sizes
and combinations for the amperage at the
arc. We are presenting a table of carbon
combinations, arc voltages and amperages
for best results. Keep your carbons properly
positioned as per instructions and
drawings elsewhere in this article. The
negative flame must be so positioned that
it flattens the positive flame over the
crator face, thereby creating maximum illumination
from your arc. This is very important
with any type of projection arc,
Continued on following page
Excelite -Constellation

ARC LAMP MAINTENANCE
Continued from preceding page
bui 11 IS more so with rotating positive
arcs, we have found via tests.
On many inspection trips, we have found
many projectionists neglected to check the
heat shield in the Excelite lamp at least
every two months. When the hole in the
shield becomes too large idue to burning
outi it should be immediately replaced to
protect the silver contacts.
There are some rare cases where this procedure
to cure a bind will not clear the
trouble in the negative head, then it may
be best to dip the head in a bath of kerosene
just far enough to completely cover
the lead screw and the two guide rods. Do
not let the kerosene come in contact with
the white insulating plate. The negative
head should be cleaned and wiped thoroughly
with a lintle.ss rag and relubricated.
Never, never use graphite on either
of these lamps, use only the high temperature
lubricant supplied by the manufacturer.
Using graphite may cause trouble
in tills modern lamp, so we strongly advise
you to keep a supply of the recommended
lubricants, listed in the parts catalog.
In all the later models of Excelite lamps
you will find three large oil holes located
in the center of the guide casting so that
lubrication can reach the lead .screw and
guide rods. By using the "right kind" of
CONTROL TUBE
MOUNTING ASSY
CARE OF BRUSHES
The motors on the feed mechanism should
be inspected at least every two weeks. If
the brushes do not make good contact on
the commutator they will not operate correctly:
check the commutator to see that
it is wearing evenly. Use only brushes supplied
by the manufacturer as substitution
of other types of brushes is not advised for
serious trouble may be encountered, such as
rapid wear of the commutator, short brush
life.
etc.
It is a smart idea to keep an extra set
of brushes and a few of the major parts on
hand for emergency use—a few gears, one
set of contacts, and one extra reflector.
NOTE: The maintenance instructions
presented in this article apply to servicing
both the Excelite and Constellation models.
If you have any service problems, tell us
about them and we will try to help you.
Of paramount importance is the proper
care of the feed mechanism in order to
avoid damage to gears. On many installations
we have had to replace several fiber
gears, due to the teeth being damaged. In
some cases the teeth had been completely
broken off. simply bcause the projectionist
forced them to turn when there was apparently
a bind in the negative head. If
you feel a bind in the feed when using the
manual feed handle, do not force the feed
until you check the feed to see where the
bind or obstruction is causing the trouble.
POS. CROSS SHAFT
..HELICAL GEAR
_NEG. CROSS SHAFT
DIAGRAMS SHOW LOCATION OF ALL IMPORTANT LAMP COMPONENTS
These drawings show the location of all the important components of the Excelite "135" high intensity arc
mechanism. Note the location of the air noizle. Note also the horizontal drive shaft location, and
read in the text about the shear pins. Also observe the location of the bimetal control tube and read
about its adjustment for perfect operation of this very important component. The drawings are a guide to
disassembling and reassembling various parts for cleaning or replacement. Before making any adjustments
or replacements, carefully read instructions and study these two drawings so you will thoroughly understand
the operation and maintenance of this lamp.
CURING BIND IN FEED HANDLE
We recommend, if the negative manual
feed handle becomes too hard to crank,
that you immediately remove the negative
head from the base pan. turn it upside
dowTi and place a few drops of high-temperature
lubricant iPart No. 23066) on the
two guide rods and on the lead screw. Now
run the carbon carriage back and forth a
few times to make sure the above-mentioned
parts are thoroughly lubricated and
re-install to the base pan. As a matter
of fact, this lubricant procedure should be
done once in awhile anyway and the handle
will operate much better.
CARBON 5T0P-
NEGATIVE CARBON
INSULATING PLATE
NSULATING PLATE
2£ The MODERN THEATRE SECTION

I I
Send
lubrication on the various parts of the
lamps, they will work smoothly and you will
avoid unnecessary binds caused by insufficient
lubrication and dirt. Keep the parts
clean. We might point out here that lubrication
of the positive and negative head
feed mechanism requires just a drop or
two of the special heat resistant lubricant
once a week.
LOCATION OF OIL HOLES
The positive head and drive roller assembly
contains a total of ten drilled oil
holes. One oil hole is located at each end
of every horizontal shaft bearing in the
drive roller assembly. One oil hole is located
in the idler gear hub on the shaft
which does not turn and one oil hole is
located in the top bearing of the vertical
drive shaft.
The negative head assembly contains a
total of five drilled holes. The negative
idler gear bearing located at the extreme
lower rear end of the negative carbon carriage
guide casting should be lubricated
occasionally.
The motor gearbox and the ball bearings
in the motors are factory-lubricated,
then sealed to retain the grease and keep
the dirt out. The lubricant should be
changed about every two years: a special
grease is used and should be obtained from
the factory. If you have not changed this
grease and it has been in the gearbox and
motor ball bearings over two years, we advise
you to immediately do so, as it will
gradually lose its lubricating qualities.
Note: Be sure to thoroughly shake the
special, high temperature lubricant before
using as it contains a heavy metallic
powder which tends to settle out of the
solution while standing.
NO OIL FOR GEARS AND SHAFTS
The steel gears which run against the
Bakelite gears and the crank shafts which
run in ball bearings require no lubrication.
Oiling these would only cause trouble
by accumulating dirt which would adhere
to the oil and serve no particular purpose.
Any accumulation of dirt will cause wear.
If you are operating an Excelite lamp
equipped with a heat filter, be sure to have
the spot properly focused before placing
the filter in its holder. If you try to adjust
your over-all screen illumination with the
heat filter in place, you may damage it
a hot spot on the filter may result in damage
to the coating. Brush the filter glass
very carefully with a piece of dry cotton.
Use new cotton each time you clean the filter.
We strongly urge the installation of
the new "cold" reflector, eliminating the
use of heat filters.
Let us pause here to tell you it is advisable
to install the new curved gate when
using high amperages. You will obtain
better definition with a film that has a
tendency to buckle. Any competent projectionist
can install the new gate, if manufacturer's
instruction sheet is carefully
read and the installation procedure is fol-
They "go out" to
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Only your theatre screen is big enough to
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best. Only B&L Super Cinephor lenses fill
your screen with edge-to-edge brilliance,
for today's clearest, sharpest, most thrillingly
detailed pictures. Make your theatre
a habit by making your movies easiest
to see, easiest to enjoy. Complete line of
prime and CinemaScope lenses for all
projectors, for 4-wall theatres and driveins,
for top image quality on your screen.
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72020 St. Paul Street, Rochester 2, N.
I'd like a free demonstration of B&L
I—I
'—' Super Cinephor Projection Lenses
me Data Brochure E123
Continued on following page
BOXOFFICE August 3, 1957 27

ARC LAMP MAINTENANCE
Continued from preceding page
lowed. If you are having film buckling
trouble, we recommend the immediate in-
.stallation of the new gate. No special tools
are necessary.
These lamps (Excelite and Constellation
models' are equipped with shear pins,
therefore we suggest you keep at least six
extra pins in your parts cabinet, within
easy reach in case one is sheared off. The
shear pin is used in securing the horizontal
drive shaft gear to the horizontal drive
shaft of the positive head. A broken shear
pin can be removed easily with a pair of
pliers and a new pin quickly and easily inserted
in its place. The shear pin protects
your drive in case of a bind. In most cases,
broken shear pins can be avoided by keeping
the mechanism parts free of carbon
dust and by properly lubricating the moving
parts.
Do not drop carbon butts in the lamphouse,
place them in a carbon waste can.
Never allow accumulation of carbon soot
and carbon particles to settle on the feed
mechanism, nor let carbon .soot settle all
over the interior of the lamphouse. It takes
only a few minutes each day to clean your
lamp. Ai'Oid trouble by dojnci a cleaning job
daily.
Adjustment of the Bi-Metal Tube—
This tube plays a very important part in
tlie operation of your lamp. One should
occasionally check the indicator to see
that it works correctly. If the crater positioning
indicator light does not flash on
and off when the edge of the positive
crater is approximately 1 fa inch from the
silver contacts, it is possible, we have found,
the Bi-Metal tube is not adjusted correctly.
Briefly, to adjust this tube, remove
the cover panel from motor side of the
lamp. Turn adjusting screw, while arc is
burning, so that tip of positive carbon
image is at slot in Bi-Metal tube when the
positive carbon protrudes 1 '4 inch from
the silver contact. This is a very important
adjustment and should be checked often
in order to obtain con-ect operation.
We want to call your attention to the
fact that the negative head must be perfectly
aligned in relation with the positive
carbon so that the carbons will burn cor-
USE UP those CARBONS!
CALI CARBON COUPLERS
Let You Burn All the Carbon
"They're Expendable"
The most populor carbon saver. Used by more
theofres than ALL other makes COMBINED.
Per Hundred, postpaid: Not Packed in Mixed Sizes.
.$2.25
.$2.50
$2.75
$3.25
No worrying about injury to high priced carbon
savers. Burn 'em up, you still profit.
Full Refund
if not 100%
Satisfied
They cost less than just the repairs on
high-priced automatic savers and are
more efficient.
They save 25% or more of carbon costs.
Most economical carbon saver you ever used!
CALI Products Company
3719 Morjorie Way Sacramento 20, Calif.
• The WORLD'S LARGEST Producer of Carbon Savers
At all progressive supply houses.
OUR VACATION TIME
We will close from August 15th to September 15th.
^HeAfCi^e^ MIRRORS?
tiEYER-sHULTz UNBREAKABLE
METAL REFLECTORS
5 YEAR &UARANTEE 'iMamtum SCREEN ILLUMINATION
SEE YOUR THEATRE SUPPLY DEALER • M.n.i«i.~J b, uiY[R-SHum.ii«:,Ciiri;«,K.x
rectly and you will secure maximum light
output from your lamp. If the carbons
are not perfectly aligned you will not obtain
a good crater, resulting in poor screen
illumination. The negative head, when in
correct .sidewise alignment should direct
the negative carbon to the exact center of
the positive. If, by carelessness, the head
is misaligned sidewise, it should immediately
be carefully realigned to prevent the
positive and negative flames from separating.
This should always be given careful
check with all rotating positive carbon
lamps.
CAUSE OF YELLOW TINT
If your picture has a yellow or brownish
over-all cast, it indicates that the position
of the arc is too close to the reflector.
A steel blue tint to the projected picture
indicates the arc is too far from the reflector.
In other words, when the light is projected
on the screen without any film in
the projector, the screen illumination
should be clear and brilliant all over the
area, and there should not be any dark
corners, etc. After you once get the lamp
correctly aligned and properly adjusted, the
light will remain even, unless you run into
a defective carbon once in awhile.
If your screen illumination is discolored
or not bright and clear over the entire projected
area, it may be caused by improper
adjustment and incorrect alignment for
maximum results. There is no need for
poor light output with either one of these
lamps, provided you follow the instructions
in this article, and use the correct carbon
trim as per our table.
USE OF ALIGNMENT KIT
Moreover, the only correct procedure in
securing correct optical alignment of your
lamphouse, in relation to the aperture and
the objective lens, is by using the alignment
kit furnished free with each lamp.
After you once obtain the correct alignment,
there is little probability it will
change, but we find it is a good idea to occasionally
check the alignment to make
sure it is still okay.
Note: The 18-inch Excelite reflector
lamps are factory equipped with a SVi-inch
diameter heat filter which reflects unwanted
portions of energy back into the
lamphouse instead of letting this energy
pass through to heat the projector parts
and buckle the film. If you are using above
95 amperes to project black and white
prints, the filter must be used and a watercooled
trap. Bear in mind that black and
white film is considerably more sensitive
to overheating ( buckling) than color film.
Therefore, one must use this heat filter or
install the new "cold" reflector which
eliminates the unwanted heat at the aperture.
May we call your attention to the arc
imager wire mounted on the negative jaw
for indicating the approximate position of
the positive crater. If. for any reason, it
has been bent or pushed out of correct position,
it should be readjusted as follows:
The wire is in proper position when the
28 The MODERN THEATRE SECTION

shadow of the wire, as projected on the
arc imager screen, is just at the tip of the
positive carbon when the automatic crater
positioning control light is flashing ON and
OFF. The position of the wire then should
be about I's inch from the silver contacts
of the positive jaw. Please note this information;
This wire has no effect whatsoever
on the automatic positioning system
and is used only as a reference guide for
setting the positive carbon when the arc is
The lamp should be set up so that the
center of the reflector is approximately
35 '2 inches to 36 '2 inches from the frame
line (projector aperture plate 1. In some
cases, when using 11mm regular or 10mm
Hitex carbons it is possible to move the
distance to 35 inches. In this case it may
be necessary to remove the light entrance
cone from the projector in order to move
the lamphouse closer. The manufacturer
can supply a special light cone on request.
We have found, after many years of experimenting,
each lamphouse installation
has to be worked out carefully, by the in-
:— Ifndercuttijig
R^LECTOa LAW—ROIATINO POSITTTB CARSOT
NEGATIVE AND POSITIVE CARBON
ALIGNMENT
The importance of keeping the negative carbon in
perfect alignment with the positive cannot be overemphasized.
Too, it is of paramount importance
to use the correct sizes in negative and positive
carbons for the amperage you are using at the arc.
For brightest screen light possible, keep your light
intensity near the recommended maximum, and at
all times, maintain the recommended amperage,
voltage and proper arc gap. For lamps with a
rotating positive ( Excel ite or Constellation "170"),
the proper alignment, impact point and angle of
the negative carbon to the positive should be maintained
so that the flame does not lick too far under
the positive carbon; the flame from the negative
should always lick
only the lower edge of the crater.
Failure to maintain this setup will not only reduce
the volume of usable light, but will also result in
faster burning of the positive. In addition, it may
cause the unburnt particles of the core to bombard
the reflector, thereby causing pitting of same.
staller, in order to obtain the desired results.
The closer the reflector works, in
most cases, to the frame line, the better
light will result.
VENTILATING KITS AVAILABLE
It is recommended that the special ventilating
kit, known as part No. 90853, be
installed on all lamps that were not factory
equipped with this device and which
have raised their current to over 100 amperes.
These kits are available from any
struck. Therefore, if this reference wire
becomes bent it will indicate, of course, a
National Theatre Supply branch office for
false setting of the positive carbon, resulting
in a poor light until the arc is ad-
Excelite lamps. Simply follow the instruction
sheet and the installation is easy. The
justed manually.
installation of this device results in better
stabilization of the arc, blending the
We want to pause here for a few moments
to tell you about the importance of "learning"
about the various adjustment knobs
negative and positive flames.
One of the many outstanding features of
on your lamp and what part each knob
the Constellation "170" lamphouse is the
plays in adjusting the lamp mechanism.
carbon feed rate which can be adjusted to
You should become familiar with all the accommodate the length of the reels being
adjustments so you will get the "feel" of
projected. The carbon feed control can
just how far you should turn the knob in
be set to burn any desired number of
order to obtain the desired results. One
inches of carbon per hour. For instance,
should learn to operate any projection
the 13.6mm carbon can be burned at any
arc lamp so that the adjustments can become
second nature to him—there should
rate between 7 and 20 inches per hour.
Sizes 9mm through 11mm can be burned
be absolutely no guesswork in the manipulation
of these controls.
at from 14 to 30 inches per hour. There is
no excuse for the projectionist to run out
of carbon before the reel is completely
run.
Retrimming of the carbons, or cleaning
of the reflector, is made easy for the projectionist
because the reflector, integrated
with the rear lamphouse door, swings completely
out of the way. With two large doors
on each side of the lamphouse. and the
large rear door, the projectionist can easily
clean the interior of the lamphouse and
the feed mechanism.
QUALITY FEATURES IN LAMP
The manufacturer of the new Constellation
"170" projection lamp built high
quality and dependability into the lamp.
The famous Bodine gear head motor is
used, one for the positive drive and one for
the negative drive. Constant lubrication
and protection from abrasive damage is
provided by self -inclosing the gear reduction
with the motors.
Extra heavy duty, long life, solid silver,
water-cooled contacts are used for 13.6
carbon trim: air or water-cooled c07itacts
may be used for any of the smaller carbon
sizes for the positive carbon contacts.
The special Light Beam Booster lens,
which is provided for use with 13.6mm carbon
trim, gives the ultimate in good over-all
screen illumination, because the spot is
patterned to fit the particular size and
shape of the aperture. Using a 13.6mm
carbon (positive) trim, the over-all optical
speed is equivalent to f/1.5 when f,'1.5/1.6
projection lenses are used and your projector
mechanism is cleared for f/1.5 speed.
Using a high quality projection lens, the
illumination will be evenly distributed from
center to edge of the screen.
Both models. Excelite "135" and Constellation
"170," will produce a brilliant
Continued on following page
ITS A HIT!
in San Francisco
BUT...willitbe
a hit in your house?
It went over big in the Golden
Gate . . . but before any show can
be a success in your house, your
equipment must be in condition to
roll it perfectly. Any show can be
a better show when equipment
performs properly. That's where
RCA Theatre Service comes in.
Protect your equipment and picture
investment with RCA Theatre
Service. RCA engineers have an
average of 13 years of servicing experience.
Let them keep your
equipment operating in top-notch
condition.
It will pay you to write now for
complete information!
Technical Products Department
RCA SERVICE COMPANY, INC.
A Radio Corporation of
America Subsidiary
Camden 8, New Jersey
ETHYLOID FILM CEME^
RAPIDLY BECOMING THE AC-
CEPTED STANDARD IN THE MO- I
TION PICTURE INDUSTRY—
FROM STUDIO LABORATORIES
TO THE PROJECTION ROOM.
FSHER
AVAIUBIE AT AU MANUFACIUMM 00.
THEATRE SUmY DEALERS 11*5 Mt. Umi IM.
RedMiMr *,H.y.
BOXOFFICE August 3, 1957 29

B.O.S.
PuicUalei. Si4fiftltf
^ealz^'i C*tti^e Stock !
COMPLETE PROJECTION
& SOUND EQUIPMENT
FOR THEATRES & DRIVE-INS
;UPEII SIMPLEX. BRENKERT RC«. MOIIOGRtPH AA-
Sond lor quotation staling proloronco in equipment—or
give projection distance and picture
si^e— so wo can recommend your BEST BUY.
ARC LAMPS-AU in good condition
Peerless Magnarcs S395 pr.
Othe rom
S200 pr.
Can bo rebuilt lo look nd operale like new
lor S200 per pair.
STRONG 6 TUBE RECTIFIERS
85 Amp 220 volt Single Phase S595 pr.
80 Amp 220 volt 3 phase S495 pr.
70 Amp 220 volt 3 phase $495 pr.
NEW ROTH CENTURY GENERATORS
With control panels and rheostats:
100/200 Amp, S395 — 150/150 Amp. S1.095
SPECIAL OFFERING!.
ASHCRAFT HYDRO-ARCS 85 Amp Lamphouses
(15" reflectors).
The Constellation "170" was selected for installation in the Fox Wllshire Theatre, Beverly Hills, Calif.,
lor the world premiere of Stanley Kramer's "The Pride and the Passion" The ultra high intensity projection
arc lamps burn 13.6mm carbons at IS5 amperes and project a brilliant picture to the 26x50-foot
screen. The Wilshire which seats 2,350 is the flagship house of Fox West Coast. It was closed eight days
prior to the showing for general refurbishing and installation of new equipment. Shown with the three new
lamps are, from left, Ed Slocombe and E. C. Borden, projectionists, and John Denny, service engineer for
Notional Tfieatre Supply in Los Angeles.
ASHCRAFT 85 Amp Selenium Rectifiers excellent
condition.
ALL FOR $1,575
• Tin
Deals Available
S.O.S. CINEMA SUPPLY CORP.
Dept. C. 602 WEST 52 ST., N, Y. 19
- Cable: SOSOUNO
OF PROJECTION LENSES
Prime Lenses
F1:0 Light Collecting Speed
Thiluxh
Anamorphic Lenses
World's Finest!
PROJECTION
OPTICS
PROJECTION OPTICS CO., INC.
330 Lyell Ave.. Rochester 6, N. Y.
ARC LAMP MAINTENANCE
Continued from preceding page
screen illumination with various carbon
trims, provided the correct sizes are used
for the amperage used at the arc. As most
of you probably know, the new 10mm and
11mm high intensity projector carbons
have been developed for rotating positive
carbon arcs for motion pictui-e projection.
In the field, we made several tests land we
have contacted several field engineers who
have likewise made tests) and found that
these carbons, designed for 95-110 and
110-120 amperes, respectively, give very
substantial gain in light and higher efficiency.
They operate, under most conditions,
with greater stability and better
performance than former carbons of the
same size. Of course, these lamps handle
carbon size from 9mm through 13.6mm,
the larger size positive for widefilm presentation.
National Carbon Co. developed the
new 10mm and 11mm carbons. Lorraine
DITMCO
SPEAKER
"The
GRBAJESJ
SPEAKBR"
Designed to give you
the lotest improved
quolity in high and
low frequencies in
keeping with the new
methods of reproduction
of sound today.
Beautiful Finish • Quality Sound
Write or Wire for Full
Details. Prices on
all
Items
and Diamond carbons also have special
combinations for rotating arcs.
We recommend the installation of a
"white type" screen sm-face, manufactured
by most leading screen companies,
in conjunction with the new powerful rotating
arc lamps. A semivietalUc surjace
may be used if the auditorium is not too
unde. Too. the type of screen and surface
depends on two things: The angle of projection
and the auditorium width. Likewise,
the selection of the screen finish, metallic
or semimetallic finish, for drive-in theatre
depends on the viewing angle. If the
view angle is wide, it is best to install a
"white" finish surface. If you already employ
a screen with a good flat white finish,
we recommend that it should be repainted
every year, regardless of the type
of high powered lamp you may use. For
maximum reflection, greatest light distribution
and good picture resolution, the
"right" type of screen surface must be used
with these fine lamps in order to secure
perfect projection for indoor or under-thesky
theatres.
New DIT-MCO
STANDEE SPEAKERS
for Concession, Patio,
Playground, Back Ramp
and Overflow Areas
Most Advanced
in
DRIVE-IN THEATRE MFG. CO.
Electronic
and
Mechanical Design
30 The MODERN THEATRE SECTION

11 I |M
I
Hi
; fiE2 I m w I urn i
(. ..^^Ef,'^
«^' « THE LOWEST PRICED'
IiL-
PlPllNPA
.
rf—
I—II
ill—I
rr-r
SELENIUM TYPE
RECTIFIER
— for efficient use wiff) angle or coaxial Ulm
high intensity projection arc lamps.
Full sized, damp-proofed stocks assure trouble-free
operation in damp climates.
Amperage output easily controlled while lamp is operating.
Adjustment to compensate for line phase unbalance.
Glass-type transformer insulation withstands much higher operating
temperatures and permits emergency operation of
two lamps on one rectifier.
Heavy duty fan. Line control relay.
aranle^
J-l*^"
FOUR
MODELS;
65 fo 100 Ampere,
90 fo 1 35 Ampere and
120 to 180 Ampere three-phase, and
70 to 90 Ampere and
90 fo 1 35 Ampere single phase.
A
SUBSIDIARY OF
01
BOXOFFICE August 3. 1957
31

A Five-Story Marquee for Old Boston Theatre
Both Picture and Sound
Recorded by Video Tape
Now Used by Networks
New name and a bright new front
Remodeled and re-equipped at a cost of
$250,000. the Gary Theatre, Boston, is
scheduled to reopen August 7. The theatre,
formerly the Shubert-owned Plymouth, was
taken over in June by Benjamin Sack, and
will be his second Todd-AO house.
Remodeling included air conditioning.
for a former Shubert house.
installation of 1,350 foam rubber seats, new
draperies, mosaics and murals, new carpeting
and plumbing. Most outstanding of all
is the spectacular, masive marquee which
stands five stories high and can be seen for
miles around. The new name is in honor
of Sack's youngest son.
Video tape recording, the technique by
A hich both picture and sound from a tele-
\ i.sion camera are recorded and stored electronically
on "Scotch" brand video recording
tape rather than on motion picture film
is now being used by the major TV networks.
The networks began using the tape
April 28, with the changeover to daylight
saving time.
This first, commercially available, video
recording tape was developed and is being
made by Minnesota Mining and Manufacturing
Co. This company had previously
mude several thousand rolls of magiietic
instrumentation tape applicable for use on
previous video recording systems, but the
new No. 179 video tape is the only magnetic
tape that will work on the Ampex
video recorders used by the networks.
The new tape has a useful life of more
than 200 playbacks on the present machines,
and it can be electronically "erased"
in seconds by special degaussing equipment.
Tops!
I>^ single cone
In-A-Car Speakers
Ballantyne's NEW "E" Series
An Unbelievably LOW Price
The Ballantyne "E" Series uses
the same fine, durable, die-cast,
aluminum case—same high quality
volume control, cords, parts,
and the same tough water-proof,
heavy magnetic speaker unit —
as the famous Ballantyne Dub'l-
Cone. The only difference is the
elimination of the second or outer
cone. Write today for full information
before you buy an)
other speaker.
>»vo/(ob/e With or Wilhoul Perforated
Speaker Guards
'^ Ballantiine^
1712 Jackson Street
(mpcui(|.
Omaha, Nebraska
Extensive video tape evaluations programs set up
by ABC, CBS and NBC were essential to the development
of the new video recording tape for Ampex
recorders, according to the manufacturer, Minnesota
Mining and Manufacturing Co., since experimental
tapes could only be tested at the studios where the
recorders were installed. Here, S. M. Adier, sales
representative of the manufacturer, right, consults
with viedo recorder operator at CBS Television City
in Hollywood on performance of latest tape.
so that new material can be recorded upon
it. The tape requires no processing, and
can be played back immediately.
Termed "a tape that was almost impossible
to make." the new video recording
tape involves coating tolerances to 30 millionths
of an inch, the manufacturer said.
It is said to have fewer drop-outs (signal
losses which may be caused by imperfections
in the magnetic coating', longer life,
higher signal-to-noise ratio and a smoother
siu-face than any tape made previously.
It is capable of recording either color or
black and white TV programs, but its use
to date is restricted to black and white by
the video recorders which do not yet record
color signals.
32 The MODERN THEATRE SECTION

"Successful Sam the drive-in man is as stubborn as they come
Only Simplex Speakers will he use-and say, he's not so dumb
They're weatherproof and tamper proof and will,
without exception
Deliver to each patron's car the finest sound reception!"
••^^{^^^•>. A
IN*A*CAR
SPEAKERS
Economically Priced!
Manufactured by
INTERNATIONAL PROJECTOR
DIVISION OF SIMPLEX EQUIPMENT CORPORATION
Distributed by
NATIONAL THEATRE SUPPLY COMPANY
SUBSIDIARIES OF GENERAL PRECISION EQUIPMENT CORPORATION
H
BOXOFFICE ;: August 3, 1957 33

Holding lanes for 300 cars intervene
between the entrance to the
Commerce Drive-ln, Walled Lake,
Mich., and the twin boxoffices.
Floor level of the boxoffices is below
level of the driveways, giving
cashiers full view into each car for
quick customer-count, thus speeding
admission of each vehicle. The
permanent canopy connects the
cashiers' stations with two-story
office building, the manager's private
office occupying the upper
floor. The lower floor is a general
service
office.
CAREFUL PLANNING KEY TO TRAFFIC CONTROL
Michigan Drive-ln Features Six Holding Lanes, Full-Vision
Boxoffices
By HAVILAND F. REVES
Although the cashiers in the twin
boxoffice are the only staff members regularly
on duty near the entrance of the
new Commerce Drive-ln, Walled Lake.
Mich., customer traffic entering the theatre
grounds is easily and safely controlled.
This control, with a minimum of theatre
personnel, is the result of careful layout
of the holding lanes and an unusual feature
in the boxoffice construction.
HOLDOUT FOR 300 CARS
Six holding lanes lead from the highway
toward the boxoffices. narrowing to four
lanes before reaching the cashiers' stations.
Total capacity of the six-lane area is 200
cars, while an additional 100 cars may be
held in the four lanes passing the boxoffices.
Since motorists may immediately
enter any one of the six holding lanes upon
leaving the highway, the problem of long
lines of slow moving or halted cars waiting
their turn to enter the theatre grounds
is solved automatically. This immediate
turnoff into the theatre grounds thus eliminates
possibility of a theatre patron's car
being exposed to speeding cars, as it waits
to enter the theatre driveway, or becoming
a hazard to highway traffic by obstructing
the road.
Admissions traffic flow also is speeded
up by the boxoffice construction plan. The
floor of each of the twin boxoffices is below
the ground level of the two driveways it
serves. This places a cashier on eye level
with each paying driver and provides full,
clear view of the entire interior of each
car, enabling her to count accurately and
quickly the customers in each car. In
addition to helping the cashiers do their
work accurately and fast, this boxoffice
planning does away with need for carhops
to assist the cashiers.
The two boxoffices are of attractive,
modernistic design, the lower half of each
constructed of simulated limestone, the upper
half of glass and concrete blocks. The
upper walls, which angle outward as they
rise, are of yellow, orange and deep blue,
with green trim—the color scheme used
throughout the theatre. Walls of the boxoffices
also serve as supports for a permanent
canopy which extends over all four
admissions lanes and is connected to a
two-story office building in line with the
boxoffices.
OFFICES AT ENTRANCE
Lower half of this office building is of
simulated limestone, the upper portion
finished in cement board painted yellow,
striped with vertical batten boards painted
dark green and spaced on one-foot centers.
Lighting controls for entrance and exits
are housed in the general .service office
on the first floor. The upper floor is the
manager's private office. Each floor provides
an excellent view of the theatre
screen.
COLORED JUNCTION BOXES
Lanes passing the boxoffices and twostory
office building enter the theatre ramp
area near the 11th of 14 ramps. Red, blue,
green and amber junction boxes help guide
patrons to favorite or available rows. The
14 ramps ai-e of standard construction,
spaced 40 feet apart, with speaker posts
20 feet apart. Posts are provided for 1.100
cars. The Commerce, which is 25 miles
northwest of downtown Detroit and serves
clientele from small towns, rural areas and
resort centers, also provides seating for
100 walk-in customers.
These seats are near the patio that fronts
the 72x60-foot concessions building at the
center of the ramp area. The building
exterior is of simulated limestone to the
36-inch level, with tan painted concrete
block above that level. The canopy of the
concessions building is lighted by white
fluorescent tubing, identification signs being
a contrasting blue.
The concessions area occupies the center
of the building, and is equipped with both
Ten square tables and 40 chairs for diners occupy the patio beside the pro- Constantly supervised, the Commerce playground is immediately behind the
jection booth. The popular hot food bar is just inside the doors leading from concessions building, which is near the center of the ramp area. A cower
the patio, and is well patronized by patrons using the tables. merry-go round is one of the most popular rides.
34
The MODERN THEATRE SECTION

FOR MORE INFORMATION
USE THE FREE RETURN CARD
The postcard at the bottom of this page is designed to help you get more information
on products and services advertised in this issue of The Modern Theatre Section,
or listed in the "New Equipment and Development" and "Literature" departments.
An alphabetical Index of Advertisers appears below; on the back of this card is a
G>ndensed Index of Products. In both, FIGURES in the Key Number shown for each
advertiser indicate the page on which the firm's advertisement appears. The postcard
below carries numbers corresponding to the page numbers—with letters added.
Grcle the Whok Key Number, including the letter, corresponding to the page numbers
of the advertisements on which you want more information. Then: fill in your name,
address, etc., in the spoce provided, tear out card and mail. For more information
on listings in "New Equipment and Developments" and "Literature" departments,
circle number corresponding to Key Numbers published with each item below.
ALPHABETICAL INDEX OF
Abbey Chemical Co 40b
ADVERTISERS' KEY NUMBERS
Heyer-Shultz, Inc 28b
American Gas Machine Co 15a
Hollywood Brands, Inc .21a
a full double line of patrons the full 35-foot length of each
American Seating Co
4a
Hollywood Servemaster 14o
'enance tasks are made easier by the white tile floor and half
inters.
C. S. Ashcraft Mfg. Co 23a
Ballantyne Co. 32a
Bousch & Lomb Optical Co .27a
Samuel Bert Mfg. Co .21c
Brulin & Co 36rive-ln Theatre Mfg. Co 30c, 37a, 38a, 42o
)ura Engraving Corp 42c
Indiana Cash Drawer Co 42e
International Projector Corp 33«
Notional Excelite 31a
National Theatre Supply 42b
Pepsi-Colo Co 12o, 13a
Phillips Electro Extensions 42f
Pic Corp 4la
Projection Optics Co., Inc 30b
RCA (Service)
29a
RCA (Thea. Equip.) 5a
Rowe Mfg. Co 3a
C. F. Simonin's Sons, Inc 11a
Savon Co
20a
iterior decorated with broad horizontal stripes of
ng or orange, yellow and dark blue, illuminated
;d for with colored floodlights.
The ramp area is protected against highplay-
way traffic lights by about 800 feet of
Dnces- aluminum-covered wood fencing, eight
i-ound, feet high.
3 with Attention of highway traffic is drawn
picnic to the theatre by an attractions board 32-
ttrac- feet high, positioned at an angle so it is
super- visible from two roads. Red and green
ponsi- plastic ten and 17-inch letters are employed
on the 32-foot-long board, which pro-
0-foot vides space for ten lines of copy. Sign
except lighting is controlled by a time clock. The
:e was word. "Commerce," siu-mounts the sign in
linum cleep red block letters three feet high.
;. The The entire Commerce area has a sand
3r are Continued on following page
•PRAD
41c
Smithfield Horn & Products Co 16b
:lectric-Alre Eng. Corp 40a
=isher Mfg. Co 29h
^lavo-Rite Foods Co., Inc lib
larwald Company 40c

CONDENSED INDEX OF PRODUCTS
CAREFUL
PLANNIN
Michigan Drive-In Featur
By HAVILAND F. REVES
Although the cashiers in the twin
boxoffice are the only staff members regularly
on duty near the entrance of the
new Commerce Drive-In, Walled Lake.
Mich., customer traffic entering the theatre
grounds is easily and safely controlled.
This control, with a minimum of theatre
personnel, is the result of careful layout
of the holding lanes and an unusual feature
in the boxoffice construction.
HOLDOUT FOR 300 CARS
Six holding lanes lead from the highway
toward the boxoffices, narrowing to four
lanes before reaching the cashiers' stations.
Total capacity of the six-lane area is 200
cars, while an additional 100 cars may be
held in the four lanes passing the boxoffices.
Since motorists may immediately
enter any one of the six holding lanes upon
leaving the highway, the problem of long
lines of slow moving or halted cars waiting
their tm-n to enter the theatre grounds
is solved automatically. This immediate
turnoff into the theatre grounds thus eliminates
possibility of a theatre patron's car
being exposed to speeding cars, as it waits
to enter the theatre driveway, or becoming
a hazard to highway traffic by obstructing
the road.
Adn
up by
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gallon water tank to supply pressure.
Water is supplied from the theatre's own
well by an electric pump.
a cafeteria counter and a hot food counter,
which occupy opposite sides of the area.
The hot food counter, across the front of
the room, i.s 30 feet long. Cafeteria service
is provided at two 35-foot counters.
The entire concessions is operated by the
Berlo Vending Co., under management of
Burt Howe, who has a staff of ten employes.
Equipment includes two soft drink dispensers;
popcorn popper; one popcorn
warmer: four deep fat friers: two grills;
two pizza ovens; two six-seotion self-service
warmers for hot dogs, popcorn, hamburgers,
etc.; two self-service refrigerated
drink cabinets; two automatic coffee urns;
a 600-pound deep-freeze; two ovens; two
automatic butter machines; two ice cream
coolers; a walk-in cooler, 8x8xl0-feet; an
eight-section ice cream cabinet; one warmer:
a three-section cooler, and a 1,000-
Specialty of the hot food bar is chickenin-a-basket
at $1.15. Also highly popular
are pizza pies for 65 cents. Other hot bar
items include barbecue, shrimp rolls,
cheeseburgers, hamburgers and French
tflMM£RC€
Although single-faced, this 32x30-foot attractions
board is positioned so it may be read from two approaching
roads. Sign lighting is controlled by a
time clock. Space is available for ten lines of copy
with ten and 1 7 -inch letters.
fries. These go especially well with patrons
using the open air patio nearby.
Sharing the front of the concessions
building with the dining patio is the projection
room. The booth has an all-glass
tilted front, in several panels. Conduits
installed in the floor provide for eventual
use of four projectors.
Toward the rear of the concessions
building are two large restrooms. Both
the men's and women's rooms include a
Bright yellow railings are positioned to allow a full double line of patrons the full 35-foot length of each
twin self-service concessions counter. Maintenance tasks are made easier by the white tile floor and half
wall behind the green and coral Formica counters.
small size fixture for children. Interior
walls are treated to prevent writing or
marking. Fan ventilation is provided for
each restroom.
The free, constantly supervised playground
is immediately behind the concessions
building. A power merry-go-round,
two whirls, two double sets of swings with
hobby horses, an elephant slide and picnic
tables for parents are among the attractive
features of the kiddyland. The supervisor
is especially trained for the responsibility
of playground activities.
The tilted, slightly curved 50xl20-foot
screen is of all-steel construction, except
the marine plywood face. The surface was
treated with a first layer of aluminum
paint, then coated with a vinyl white. The
highway side of the screen and tower are
decorated with broad horizontal stripes of
orange, yellow and dark blue, illuminated
with colored floodlights.
The ramp ai'ea is protected against highway
traffic lights by about 800 feet of
aluminum-covered wood fencing, eight
feet high.
Attention of highway traffic is drawn
to the theatre by an attractions board 32-
feet high, positioned at an angle so it is
visible from two roads. Red and green
plastic ten and 17-inch letters are employed
on the 32-foot-long board, which provides
space for ten lines of copy. Sign
lighting is controlled by a time clock. The
word, "Commerce," surmounts the sign in
deep red block letters three feet high.
The entire Commerce area has a sand
Continued on following page
CREDITS: Attractions board: Long Sign Co. •
Booth equipment: Century projectors, pedestols,
400-watt sound system; Goldberg rewind; Hi-Lux
Vol onamorphic lenses; Kollmorgen widescreen and
basic lenses for CinemaScope; Neumade film cabinets,
tables; Strong Super 135 lamps, selenium rectifiers.
• Concessions equipment: Buttermats, E-Z
Way automatic coffee urns, Griswold deep fat friers,
grills; Manley Model 49 popcorn popper; Peerless
pizza ovens; Pronto popcorn warmer; Savon-Star
self-service warmers, refrigerated drink cabinets;
Selmix soft drink dispensers; Toastmaster ovens;
Victor deep freeze, walk-in cooler. • Junction
boxes: Glo-Top. • Playground equipment: Miracle
rides and swings * Signs, entrance and exit: Dit-
Mco. • Speakers: Eprad.
Facing the two self-service counters in the Commerce concessions building is a hot food bar, specializing in
chicken-in-the-basket and pizza pies, two big ticket items popular with patio diners.
BOXOFFICE August 3, 1957 35

PLANNING KEY TO TRAFFIC CONTROL
Continued from preceding page
base, providing such ideal drainage conditions
that no special drains were necessai-y-
Since the land is relatively level, no major
grading problem was encountered. The
entrance road for 100 feet in front of and
125 beyond the boxoffices is asphalt paved.
All other portions of the driveways, as well
as the ramps, are oiled. Generous use of
several types of pines and floral beds have
added to the attractiveness of the landscaping.
William "Bud" Harris, his son William
H. Harris and their associates are owners
of the Commerce Drive-In.
Automatic Shutoff Device
Silences
In-Car Speakers
INSECTICIDES
and WEED KILLERS
Brulin's insect and weed controls can materially
reduce your drive-in maintenance problems.
FOR INSECTS—Brulin has 2 effective, fast acting
insecticides—Brulin's Liquid No-Tox for
use around food concessions and Brulin's Insecto-
Fog for quick knock-down and rapid kill of flying
insects.
Both of these insecticides may be used more
effectively when dispersed with the Dyna-Fog,
Jr. insecticide fogging unit available through
your Brulin representative. Ask for a demonstration.
FOR WEEDS—A produa proven by years of
use by drive-in operators is Brulin's Non-Selective
Weed Killer. Completely destroys imwanted
plant growth on ramps and drives. Supplied
in economical, liquid concentrate form.
Plan now for proper and eflfective control of
weeds and insects with Brulin's chemical killers.
36
BRULIN THEATRE
MAINTENANCE
PRODUCTS
Brulin makes a complete
line of maintenance products
for indoor theatres.
Bakespar, Brulin Coat and
Brulin Bright for floors •
Octo-Solve, liquid cleaning
concentrate . Disinfectant,
Antiseptics • Deodorizers •
Bowlene in the new, throwaway
botde, other rest room
products.
There's a Brulin representative
near you. He'll be
happy to show you how to
reduce your cleaning and
maintenance problems. Write
today for further information.
BRULIN & COMPANY, INC.
2939 COLUMBIA AVENUE . INDIANAPOLIS 7, INDIANA
1793 12TH STREET . OAKLAND 7, CALIFORNIA
With renewal of interest at many drivein
theatres in methods of silencing a
speaker when it is hanging on a post,
Eprad Co. is again making available a shutoff
device which first appeared on its list
three years ago but was later dropped because
no calls were received for it at that
time.
"This switch is installed in series with
the speaker," said Al Boudouris, Eprad
president, "and when the speaker is hung
up, the switch is depressed and the speaker
is disconnnected from the circuit. This, of
course, removes the load from the amplifier
and makes more power available to
the speakers remaining on the lot."
Boudouris said that another means of
silencing the speaker is to short it out
when it hangs on the junction box.
"F^-om a strictly engineering and efficiency
point of view, we do not recommend
this," he commented. "However, some customers
having difficulty with sound disturbing
the neighborhood obviously have
no choice,"
MODIFICATION IS FEASIBLE
Such a modification of existing installations
can be accomplished by buying two
dropping resistors, a short piece of wire
and a shorting plate that fastens to the
top of the junction box so that the hanger
plate contacts it.
"This system is feasible if the theatre is
adequately powered, or if more amplifiers
are added in the projection room," Boudouris
said. "A one-half power loss is exactly
a three decibel loss in the level. We
have always claimed that practically 95
per cent of the drive-in theatres throughout
the United States were inadequately
powered. You should have available, for
really excellent sound, two watts peak
power per speaker. Most theatres have installed
only one-quarter watt per speaker.
These theatres, with a dropping resistor,
will have serious trouble. Theatres which
do have a two watt installed power could
probably use this system without too much
difficulty in any case, additional amplifiers
would make up for the power loss."
The MODERN THEATRE SECTION

I
. Guaranteed
1
SMlM
Broadside view of the interior of the new Bauer Xenon lamp sfiowing arrangement of bulb, main mirror
and auxilliary mirror. The lamp is a product of Germany.
A New German Carbon-Less Arc Lamp
Creates British Exhibitor Interest
By F. C. LIVINGSTONE
London
A NEW TYPE of cinematograph
projector lamp has been perfected in Germany
and has created considerable interest
among exhibitors here, although it is
still not in use in English cinemas.
The great advantages claimed for it are
that, once installed, it operates free of attention
for long periods, has simple pressbutton
operation, eliminates all moving
parts in the lamphouse and produces
constant and uniformly good standard of
screen illumination with color, black-andwhite,
or Cinemascope pictures. There is
also no mirror deterioration because no carbon
or copper spatter occurs.
MINIMUM LIFE OF 1,000 HOURS
Known as the Bauer Xenon* lamp BL9X,
it has a guaranteed minimum life of 1,000
hours. With the first installation in England,
where it is used by the Army Kinematograph
Corp. (which provides film
shows in military posts, etc.) the estimated
life of a Xenon lamp is given at 1,600
hours. This long life puts the new lamp in
favorable economic operating comparison
with carbon lighting, despite its high initial
costs. The cost of a Bauer lamphouse
is about $1,100 and that of a lamp about
$210.
Using the experience of the British AKC.
the following comparative running costs
are obtained: If the Bauer lamp has only
its minimum life of 1,000 hours, the cost
per hour works out at 22.4 cents, which decreases
to 14 cents if the lamp has 1,600
hours' life. Current consumption is approximately
1.81 kw per hour. These figures
compare with 31.78 cents per hour
using 9mm positive and 7.5mm negative
carbons, plus power which would bring
the total to about 36 cents an hour. Using
smaller carbons (8mm positive and 7mm
negative) the cost of carbon lighting is
32.1 cents an hour.
SPECIAL OPTICAL SYSTEM
The high degree of light-exploitation obtained
with the Bauer Xenon lamp arises
from a very carefully designed optical system.
This system is comprised of a main
mirror with a diameter of 14 inches and a
light-reception angle of 180' and an auxiliary
mirror with a diameter of four inches
'
likewise with a 180" reception angle.
For special high requirements, a cylindrical-lens
system composed of two cylindrical
lenses with their curved surfaces
mounted in cross-opposition can be fitted.
The whole of the light symmetrically emitted
by the Xenon tube at a radial angle of
360" is therefore gathered in by the two
mirrors, so that projection with the Xenon
lamp results in a pure white and uniformly
brilliant light over the whole of the screen
area.
The light output, even for the maximum
picture widths, can be kept constant over
the total life of the Xenon bulb. This is
possible because of an initial bulb-loading
of 60 amps. The unavoidable blackening
of the bulb interior which takes place during
its working life can be counterbalanced
by gradually increasing the current load,
and hence the light intensity, as time goes
on, until the maximum 70-amp loading is
reached.
The powerful 2.000-W Xenon lamp employed
in conjunction with a cone-shutter
projector will supply sufficient light for
widths of standard film pictures up to 26
feet and Cinemascope pictures up to 38
feet in width. Using a normal white plastic
.screen, these picture widths can be
SIMPLE TO OPERATE
projected at the standard illumination intensity
prescribed for large cinemas. With
silver or beaded screens, of coui'se, these
widths of picture can be considerably exceeded.
The operation of the Xenon lamp is surprisingly
simple. When the initial and
only adjustment required is carried out,
the auxiliary mirror and the main mirror
are so set that an optimum image of the
Xenon arc results at the aperture plate.
This primary adjustment then requires no
alteration at all during the whole burning
life of the lamp.
The igniting unit contained in the lamphouse
performs the striking operation in
the Xenon bulb by a momentary impactvoltage
of 20-30,000 volts. The rectifier
regulating control enables the lamp current
to be continuously adjusted over wide
limits, with a consequent wide control
over the light output from the lamp. The
Continued on following page
Highly Efficient New DITMCO
Your Best Buy .
...^
RAMP
LIGHTS
• Eosy to read
Numerols
• Prevent
Accidents
• Plenty
of
Illumination
• Easier
for
Patrons to
Park
Satisfaction
New DITMCO Cast Aluminum
AISLE LIGHT
With
PLEXIGLAS PANELS
• Blue
Hommertone
• Weatherproof
• Black Numerals
White Background
• No
• Low
Breakage
Maintenance
R -1
1
II
Write Wire for Full Ut'tdU. Prices
DRIVE-IN
THEATRE MFG. CO.
World's Largest Manufacturer of Drive-lQ Tlieatre
Equipment"
505 W. 9tlt Street. HArrison 1-S006—1-8007, K. C, Mo.
I
BOXOFFICE August 3, 1957 37

Tlir Lcpl iliigli':
Is
An Employer Liable
For Acts of Employes?
By NORMAN SHIGON'
What is an exhibitor's liability when a
patron is assaulted by one of the theatre's
ushers?
In an interesting decision, recently decided
by the Superior Court of Pennsylvania
in the matter of Straiton vs. Rosinsky,
the court held that a verdict in favor
of the injured party would be permitted to
stand.
USHER WARNED CHILD
The facts in the case show that on Aug.
15. 1952. Richard Straiton. who was then
twelve years old, was attending a matinee
motion picture performance at the Broadway
Theatre in Philadelphia. While viewing
the performance, the child propped his
knees against the back of the seat in front
of him. An usher employed by the manager,
tapped the youngster on the knees
with a flashlight and instructed him: "Put
your knees down." The minor complied
wuth the request but. a short time later,
had his knees up in the same position again.
'Member, Philadelphia Bar.
Sensational!^^
DIT-MCO
REVOLVING LIGHT
Multicolor
HI-BALL
, ^ -k MADE LIKE A
J L'^^,i^ FINE WATCH
•*.—J*-*-^ * BUILT FOR YEARS
OF SERVICE
RAINBOW FLASHES.
BLUE - CLEAR - AMBER - GREEN
Simply plug in to your ordinary 115/120 volt
light source and you'll witness the most amazing
display you ever saw. Every ^4 of a second,
OS the revolving table turns, you'll see a powerful
flash of successive colors that draws the
ottention of passers-by like flame draws a moth.
Heavy, clear plostic dome. Beautifully plated
body. Continuous duty motor. Powerful bulb
with exceptionally long life. A gleaming ball,
91 2 inches in diameter.
Write for Prices or See Your Dealer
DRIVE-IN
THEATRE MFG. CO.
505 W. 9tti Street. HA. 1-8006—1-8007, Kansas City, Mo.
Again the usher instructed the youngster
to remove his knees or he would have to
take the child up to see the manager.
Straiton replied. "You don't have to
take me up to see the manager. I will go
by myself. ' The child testified that the
usher held him by the arm. and that he
jerked his arm away from the usher and
started up the aisle. In any event, at some
point in the sequence, the usher struck
Straiton over the head with the flashlight.
The minor was subsequently taken to the
hospital, where it was found that he had
suffered a laceration of the scalp, which
was cleansed, sutured and dressed. As a
result of an infection, several subsequent
visits were made to the hospital. The boy
missed two weeks from school.
The usher had no personal hatred nor
animosity towards Straiton. and the evidence
showed that there had been no previous
ill feeling between the participants.
The testimony in the case showed that the
entire incident occurred because the minor
had placed his knees against the seat in
violation of the rules of the theatre.
The defendant contended, in his motion
for judgment notwithstanding the verdict,
that the usher was acting outside the scope
of his employment, and therefore the manager
of the theatre could not be held liable.
EMPLOYER GENERALLY LIABLE
The Superior Court stated that there are
many cases involving grossly excessive assaults,
that conduct of an employe, in
such cases, may, as a matter of law, be so
unreasonable as to insulate the employer
from liability. However, the court pointed
out that generally a master is liable for the
tortious of his servant done in the course
of his employment and within the general
scope of his authority. It stated that
whether the particular act is within the
scope of employment ordinarily presents
a question of fact for a jury. The court
stated that the usher's conduct in the
present case was not so "shocking and a
gross abuse of all authority," nor was his
use of force "so excessive and dangerous,
totally without responsibility or reason" so
as to absolve the principal from liability.
Therefore, the court held that a verdict
in favor of the minor plaintiff should be
allowed to stand.
LAMP ELIMINATES CARBONS
Continued from preceding page
current and voltage measuring instruments
for this purpose are arranged in prominent
positions on the rear lamphouse wall.
With some photo-track and magnetictrack
sound systems the ignition procedure
is marked by a crackle in the loudspeakers.
Both the Xenon lamps of a projection
equipment can be ignited before the show
starts and then run on just sufficient current
to maintain the arc. Only the particular
lamp required for projection pui'-
poses need be loaded to the full-workingcurrent
value.
An image of the Xenon arc is projected
by an arc-reflector onto a ground-glass
disc. The image on this di.sc can be utilized
to set, once and for all, the correct positioning
of the mirrors with relation to the
Xenon arc. This arc-image then remains
as a useful guide for checking the correct
adjustment of the lamp.
All auxiliary equipment necessary for
Xenon lamp working is accommodated in
the lamphouse. This includes the ignition
apparatus with moment-contact relays
The main mirror and the auxiliary mirror surround
the Xenon bulb in the new Bauer Xenon lamp.
which ignite the lamp by supplying a
momentary impact-voltage when the DC
rectifier supply is switched through, ammeter
and voltmeter for adjusting lamp
current and lamp voltage, adjustment controls
such as side and height adjustment
of the auxiliary mirror, horizontal and
vertical coverage of the main mirror, and
a control for moving the auxilary mirror
along the optical axis, and the arc reflector
with ground-glass disc.
Causes of Sound Trouble
"Buzz" or hum in reproduction may be
caused by improper adjustment of lateral
guide rollers—sprocket holes are "riding"
in scanning beam. Hum in sound reproduction,
when projector is not running,
may be caused by defective filter condenser
(capacitor), poor ground connection or defective
tube. Low volume is sometimes due
to incorrect positioning of exciter lamp,
dirty or defective photocell, obstruction
in the scanning beam, defective tubes or
component in the pre-amplifier or power
amplifier; or it may be low recording in
the print. Bad sound reproduction at
changeover may be caused by the rotary
stabilizer becoming loose on its shaft (retighten
securely).
38 The MODERN THEATRE SECTION

Popcorn Warmer Keeps 54 Cups P-1617
Ready for Instant Service
FOR MORE
INFORMATION
clusters of floodlights may be set up where
desired in the drive-in area without excess
equipment or wasted light spillage. Illumination
with these facilities may range
from a wide-angle sweep of light to extra
USE Convenient
Readers* Bureau Coupons
CIF^
'J
The Buttermatic warmer, which keeps
54 pre-filled, heated Buttercups heaped
with popcorn ready to serve at peak periods,
has been designed for theatre concessions
requiring a single station, all-exclusive
popcorn dispenser. The unit is now
available from Supurdisplay, Inc. The
warmer has an engineered space on the top
arrangement for the installation of a Butter-Mat,
a butter-server. In addition to the
54 full Buttercups ready for instant service,
the machine provides an additional pop-up
display of 150 Buttercups ready for fast
service. Effectiveness of a large illuminated
sign calling attention to the product is
augmented by behind-the-glass display of
sufficient loose corn to fill 180 Buttercups.
The steel cabinet is available in wheat,
bleached or mahogany grained finish with
stainless steel trim. The unit utilizes a
double blower system of 140° to permit
dispensing hot corn at all times.
Remote-Controlled Neon Letters P-1618
Permit Daily Changes in Signs
Radalite, a system by which neon letters,
2y2 inches high, ai-e lighted by remote electronic
control, is now in production by
Radalite Corp., offering many interesting
applications for indoor and outdoor theatres.
The system consists of a transmitter,
two letter racks for holding the message
formed by the neon letters, a stock of individual
neon letters and a 12 -foot cable.
The transmitter broadcasts a beam up to
20 feet, so the letter rack may be displayed
to the public anywhere within 20 feet of
the place chosen to conceal the transmitter.
On the back of the rack is an antenna.
which picks up the transmitted energy.
The letters, set in the rack to form a sales
message or announce coming attractions,
light up the moment the antenna picks up
the transmitted beam. There is no connection
between the individual neon letters
in this system, so they may be moved about
to change the advertising message as frequently
as desired. The letter rack permits
the use of 12 lineal feet of movable letters,
which may be broken up either into four
rows three feet long or two rows six feet
long. The fluorescent letters are available
(MOW PLAYIf
ROCK
LOVE
JOHIMSOi?^
CONQUERS ALL^
in red, orange, green or blue—so the theatreman
may spell out his advertising message
in any mixture of these coloi's he desires.
At present the system is only for
indoor use, but as production continues,
the size of the letters will vary from IV2
inches up to 18 inches, with applications
ranging from indoor shadow boxes up to
the largest size marquee announcements
and roadside attractions boards. The Radalite
system of transmission is approved by
the Federal Communications Commission.
Wiring Trough, Splice Boxes P-1619
For 'Tailored' Floodlighting
Weatherproof wiring troughs and splice
boxes which permit a drive-in theatre manager
to "tailor" floodlighting to provide the
exact illumination needed have been introduced
by Stonco Electric Pi'oducts Co.
With these troughs and splices, unlimited
Claims made for products described editorially
on this and other pages ore taken from the
manufacturers' statements.
^
long, high intensity pencil beams. Troughs,
available in sizes from nine to 22 inches,
hold up to 12 lampholders individually.
The splice boxes are made in square, round
and hexagon shapes, equipped with locking
set screws at each hole to fix permanently
the floodlighting focus once it is set.
Troughs and splice boxes are made of
tough aluminum alloys, with precision cast
aluminum covers which are made fuU
length to expose the entire trough interior
for quick, easy splicing.
Automatic Coffeemaker Unit P-1620
For Small Theatre Operation
The 3-A automatic
E-Z Way coffeemaker,
which will
produce 80 to 100
cups of coffee an
hour on a cold water
line and higher capacity
on a hot water
line, is being introduced
to smaller theatre
concessions operations
by Steel Products Co. The unit
can also be used for serving hot or iced
tea, as well as iced coffee. For serving
coffee, hot or iced, the E-Z Way has a
concentrate capacity of one pint, using
restaurant and institutional type soluble
or instant coffee. There is said to be no
waste, no stale or throw-away coffee; nor
are there any urn bags, filters or coffee
grounds to clean up. A three-gaUon water
tank, automatic temperature control and
simple-to-fill concentrate holder are other
features. The only installation connections
needed for the counter coffeemaker
are a 115-volt electric outlet and water line.
The unit is adjustable for coffee strength,
and requires less than 11 inches of concessions
counter space.
BOXOFFICE August 3, 1957 39

Convertible Electric Unit Serves P-1621
As Bun Warmer, Tomale Steamer
A steam uiiit which may be converted
easily from bun warmer to tamale steamer
has been introduced to theatre concessions
by the Star Manufacturing Co. Designated
as Model 174 bun warmer, the electric
steam unit will keep rolls or buns ready to
Neat Reslrooms
bring
patrons back
•f*
Electric-AIre
Hand Drying Service
...eliminates paper towel fire hazard!
Eliminate paper towels and all their mess,
nuisance and expense. Keep washrooms
neat and clean with far less labor cost.
Tamper-proof—always ready to serve. Recessed
or surface mounted types, engineered
for years of trouble-free operation. Write
for name of near by representative.
ENGINEERING
CORP.
3138 W. CHICAGO AVE. • CHICAGO 22, 111.
ELECTRIC- AIRE of Conodo. 669Talbol SI . 51. Thomoi, Onl.
TANK-
SEPTIC
OUTDOOR TOILET
- CESSPOOL
Save expensive digging and
pumping. Simply pour enzyme
concentrate Sept-0-Solve into
tank or toilet. Deodorizes
and creates waste-consuming
bacteria. Makes tanks, etc.
work like new. No lye, lime.
Harmless to humans, animals,
plumbing. Postcard brings
free
literature.
M. T. ABBEY CHEMICAL CO.
646 N. Michigan Ave. Chicago, III.
SPLICE-0-FILM
seconds o perfect pe
in 1/10,000 of on inch
AUTOMATICALLY
The HARWAID Company
1216 Chicago Ave., Evanston,
Pt^.
serve for hours. Conversion to tamale
steamer is accomplished by simple removal
of the central control panel, allowing full
passage of steam. Capacity is 50 to 60
buns and 60 to 70 tamales, which are inserted
and removed through two stainless
^
steel sliding doors. Stainless steel also is
used for the body, water reservoir, racks
and liner of the unit. Thermostat and
humidity are regulated by adjustable controls.
The unit is portable, weighing only
30 pounds, and may be plugged in anywhere.
To aid in easy cleaning, the cover
had been made removable.
Simple Self-Service Operation P-1622
For Ice Cream, Milk Shakes
Automatic soft-serve and milk shake dispensing
equipment for customer self-service
at theatre concessions has been developed
by the Sweden Freezer Manufacturing
Co. The equipment is so simple to
operate that it is said that a customer may
draw a dish of ice cream or a milk shake
as easily as though drawing a glass of
water, since the only operation required is
to lift a handle on the soft-serve freezer or
milk shake machine. The self-service operation
cuts down on concessions labor costs
while speeding up service at rush periods.
In connection with the self-service operation,
a customer may purchase a plastic
portion cup of topping with which to make
his own sundae. Noncoin-operated, the machine
could be placed in the cafeteria line,
with the patron paying cashier at end of
the line.
Automatic Unit Produces
Uniform Cups of Coffee
\
P-1623
An automatic coffeemaker that electronically
turns out a uniform cup of coffee
every time is being produced by Best Products.
The machine is simple to operate.
When the push-button is pressed, a signal
light goes on and the coffeemaker automatically
delivers coffee that is kept within
five degrees of brewed temperature at all
times. Features claimed for the unit include
no water to pour, no valves to turn,
no evaporation of brew, no time lost waiting,
no grounds in brew, no pres.sure to
collapse or cause explosions. The manufacturer
claims that the automatic coffeemaker
saves 90 per cent of the attention
required by some other devices, 55 to 70
per cent of the labor required by some manually
operated urns. Ease of cleaning is
another feature of the unit, which contains
a complete power pack. All controls
are accessible from the front.
An Ice-Making
Machine
For Drive-In Theatres
P-1624
The Chip-Freeze, an automatic ice making
machine, capable of making 560 pounds
daily is introduced to theatre concessions
operators by Cold Corp. of America. The
flaked ice is stored in a two-section, sanitary
stainless steel cabinet, the ice being
removed from the lower, waist-high section.
As ice is scooped from this section, new
ice forms in the top of the storage bin.
The manufacturer claims this positioning
of the storage bin not only has the advantage
of convenience for the user but
also prevents dirt, bacteria and scum accumulating
in the cabinet. Cost of icemaking
with the unit is said to be six cents
per 100 pounds, with practically no waste,
since the machine turns itself on and makes
additional ice only as ice is used from the
bin. The units may be used with any type
of water system and are equipped with lowpressure
cut-out protection in case the
water supply is interrupted temporarily.
Remodeling a theatre pays off at the
boxoffice. For instance, before being remodeled,
the Egyptian Theatre in San
Diego was averaging $600 a week. Transformed
and renamed the Capri, the house
has grossed as much as $10,000 the opening
week of a hit show.
40 The MODERN THEATRE SECTION

The following concerns have recently
tiled copies of interesting descriptive literature
with the Modern Theatre Information
Bureau. Readers who wish copies may
obtain them promptly by using the Readers'
Bureau postcard in tliis issue of The Modern
Theatre.
L-1813 — "Plexiglas Backgrounds for
Changeable Copy Signs," a four-page color
booklet issued by Rohm & Haas Co., pictures
several theatre applications for marquees
and attractions boards. Such Plexiglas
backgrounds may be formed easily on
the job to follow the contour of curved
marquees. High resistance to breakage,
light weight and ease of handling are other
important advantages.
GUARANTEES
NO MORE
WILL ELIMINATE YOUR MOSQUITO COMPETITORS.
WITH PIC YOU CAN BETTER YOUR BUSINESS
AND MAKE MONEY BESIDES!
L-1814 Laminated magnetic tracks for
motion picture film are discussed in
"Sound Talk" bulletin 33, issued by the
Minnesota Mining and Manufactui'ing Co.
Illustrations show ten standard magnetic
recording films in 16, 17 ',2 and 35mm
widths and standard track widths and
positions applicable to 8 and 16mm motion
picture film using the Scotch magnetic
laminate system.
L-1815—A BOOKLET explaining applications
of mercury and mercury-xenon lamps
to projection and photography has been issued
by Westinghouse Electric Corp. The
manual, "Westinghouse Short-Aic Lamps,"
points up the value of mercury-xenon
lamps for projection of motion pictures in
true life colors. Diagrams, graphs, technical
data and operating instructions for
short-arc lamps are provided in the booklet.
L-1816 "All-Star Theatre Seating," a
12-page catalog of chair models for both
indoor and outdoor theatres, has been published
by the Griggs Equipment Co. Each
of the standard Griggs models is presented
in several variations, offering a theatreman
an opportunity for selecting seating
adapted to his budget, situation and longrange
plans.
L-1817—Bulletin AL-54, "C & C Arc
Lamp Rectifier for Standard and Widescreen
Projection," has been made available
by the McColpin-Christie Corp. The
firm's "H" and "M" series of arc lamp rectifiers
are pictured and their specifications
tabulated. Another feature of the bulletin
is diagrammed instruction for installation
of a transfer switch box.
L-1818 Of special interest to projectionists
is a booklet issued by National
Carbon Co. to publicize activities at its
new Parma, Ohio, research laboratories.
Carbon arc research, a principal field of
inquiry at Parma, is subject of interesting
photos and descriptive material detailing
objectives and problems of investigations
in that field.
YOU CAN SAVE
TIME . MONEY . . . .
Yes, drive-in owners have found that you can keep
your grounds clean, quicker and cheaper, with the
PORTABLE
INCINERATOR CART
One man does the work of many .
. . burns all refuse
right on the spot. Just right for paper, leaves, twigs,
etc. Large capacity, 18 cu. ft., yet perfect balance
makes it easy to handle. Wide wheel treads; all
welded steel construction means lasting wear.
Hundreds of satisfied
users. CUTS
/ / j l\
CLEAN-UP TIME
IN HALF!
Shipped uncroted by
prepaid Rwy. Exp.
74 50
COMPLETELY AS-
SEMBLED (West of
Miss, add $12)
WRITE TODAY TO DEPT. MT
COUNTY SPECIALTIES
P. 0. Box 968 Grand Central Station
New York 17, N. Y.
DRIVE-IN THEATRES!
Practically DOUBLE
Yearly
GROSSES
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"Hot-Shot"
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HEATERS!
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Economical, Ample Power.
*By adding heaters (a 10 to 20% total investment
increase) yeorly grosses are nearly doubledf
EASY TERMS!
Call Your Favorite
Theatre
Dealer.
Independent
Supply
nmiimijiiiuiim/rm
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1206 CHERRY ST. TOLEDO 4, OHIO
BOXOFFICE August 3, 1957 41

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Plostic Signs Engraved for the Entire Theatre
Send for Folder "Pat pend
DURA ENGRAVING CORP.
LAMOLITE-BOWMAN DIVISION
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famous since- 1916
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5
• 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
JRK
'ew y
Tabloid Section Sells
A New Movie Season
Jack Mitchell, manager for the Schine
circuit in Watertown, N. Y., recently received
the congratulations of Seymour Morris,
ad-publicity director, on the Schine
Theatres Movie Section which he put over
in the local Eteily Times.
The eight-page tabloid size section starts
with this headline, "Schine Tlieatres Special
Section . . . It's A Brand New Movie
$51,000,000 Worth of Hollywood's
Season . . .
Best Are Coming to You One After
Another."
On the front page were scene mats from
seven upcoming films, and a boxed explanation
of how to "win free movie tickets"
by guessing the names of star head
photos inserted in merchants ads throughout
the section. The stars were from these
pictures: Silk Stockings, Something of
Value. Pajama Game, An Affair to Remember,
A Hatful of Rain, Beau James. The
Prince and the Showgirl and Fire Down
Below.
The contest ran from the date of the
special section, July 16, to August 1.
The section contained ten ads, one by
the Avon and Olympic theatres in Watertown,
and another by Schine theatres in
six nearby upper New York towns; Ogdensburg,
Massena, Malone, Saranac Lake,
Tupper Lake and Carthage.
Morris sent copies of the section to all
Schine managers, suggesting that those
who are trying to land similar sections
show the Mitchell layout to their local
newspapers.
Nice 'Bernardine' Deal
The Music Center of Newark, Ohio, went
for 1,000 fan photos of Pat Boone for a
giveaway at the store a few days before
the opening, and at the theatre on opening
day of "Bernardine." Paul Pearson, manager,
also got a window in the center displaying
Boone records, stills from the pictuie
with credits. He plugged the photo
giveaway in the regular ads.
A 1 for 3 Admission
In an effort to improve midweek attendance,
Paul W. Amadeo. Pike Drive-In, advertised
a Wednesday offer recently of free
admission to the driver of any car containing
three or more adults.
Extensive Retail Merchant Tieups
Back
Value for Money' Openings
The initial campaigns for
"Value for Money," starting with
the world premiere at the Du-
Pont Theatre in Washington, have
demonstrated the great value of
the title words in retail merchant
tieups.
The capital city promotion
reached near-saturation volume
through this angle alone, in co
operation with representatives
of the advertising-publicity department
of the Rank FUm Distributors
of America office. There
the large Hecht Co. department
store and the BOAC resulted in a
record volume of ad space for a
film co-op.
As the full page Hecht ad reproduced
herewith shows, the
catchline in all Hecht sales and
ads is "Value for Money." This
extends through most of July. In
addition Hecht in conjunction
with BOAC, sponsored — "Value
for Money" Honeymoon Contest
for a trip via a BOAC jet prop Vicount airliner
to Bermuda and a five-day stay at
the Castle Harbor Hotel there.
The Hecht stores distributed 50,000
coupons. All a contestant had to do was to
fill out a coupon and deposit it in the Official
Contest Box in the Better Dress departments
of Hecht's three stores—downtown
Washington, Silver Spring or Parkington.
BOAC had special window displays on
the contest.
The co-op marked the introduction in
U.S. advertising of the Rank emblem, the
Man with the Gong.
Tlie Rank ad-publicity department,
headed by Steve Edwards, also completed
the "Value for Money" co-op with the 80
merchants in the Ci-oss County shopping
center at Yonkers, N. Y., where the week of
July 22-29 was designated "Value for
Money" Week with the stores featuring
the provocative title in displays and ads.
Mayor Kristen Kristensen and a "Value
for Money Girl" formally initiated the
week at a noon ceremony.
The film was given a saturation opening
in the New York City area July 31. The
Rank publicists had the retail tieup set
with the Vim chain of 58 stores, Russek's
and others.
Preview for Women Aicis
'Designing' in Englandi
Designers of the two fashion stores,
women newspaper reporters, nurses from
the local hospitals and "the mayoresses"
of three Medway towns (we don't know if
a mayoress is the wife of a mayor or is
actually the elected official) were invited
to a screening of "Designing Woman" at
the Regent Theatre in Chatham Theatre
in Kent, England. Manager G. Williams
reports the local Chatham Observer ran
a four-column photo of the group.
A blowup-of Alan Ladd and his son with
copy, "Like Father . . . Like Son," appeared
in a window display in Phillip's, "gents'
outfitters," in advance of "Stampede," in
which Ladd appears with his son, at the
Regent. A Ladd blowup was placed in the
doorway.
Manager Wilhams also got several tieups
on cowboy outfits.
BOXOFFICE Showmandiser :: August 3, 1957 183 — I

Shower of Gold Ping Pong Balls^ Some
With Prizes^ Heads Tammy Campaign
John Denman's Salt Lake City campaign
for "Tammy and the Bachelor" is typical
of the allout promotional effort extended
pictures in this relatively new Fox Intermountain
area, reports a recent issue of
National Theatres' Showman.
As detailed by Denman. "Tammy" exploitation
included the "usual" items, such
as short ID'S on radio and some standard
newspaper campaign but the added efforts
made this campaign a surefire success for
"Tammy" at the boxoffice.
The Deseret-News cooperated with the
Uptown and Villa in a newspaper contest
in which contestants were asked to fill in
the last line of the "Tammy" song. First
prize in this contest was $100 with 25 pairs
of guest ticket-s as additional prizes.
co>rrEST ON radio
A free radio tie-in consisted of a mystery
tune contest on stations KNAK and KALL.
Prizes included Decca, RCA and Coral
(free) record albums and theatre guest
tickets. Music stores felt the magic Denman
touch and featured window and inside displays
of albums, single records, picture stills
and window cards for "Tammy and the
Bachelor."
The visit to Salt Lake City by Bill
Thomas, head designer for U-I, proved an
excellent break for the campaign. He was
interviewed on three TV stations and five
radio stations in Salt Lake, and appeared in
person and lectured at a Style Show presented
by ZCMI, the city's leading department
store.
Resultant publicity hit the newspapers
city pages, women's pages and the ZCMI
additionally carried a full-page notice in
the Sunday paper advertising the fashion
show and lecture.
SEVERAL SCREENINGS
Keeping the momentum of the campaign
rolling, Denman and his Villa and Uptown
managers. Dick Frisbey and Ted Kirkmeyer,
planned a series of sneak previews
and private screenings for word-of-mouth.
Denman says a selected group of persons
from all age brackets was invited. According
to comment cards, this picture is a
"natural" for such special treatment. There
were no adverse comments, according to
Denman. For the "Tammy" campaign,
Denman experimented with the use of offamusement
page advertising. The ads, carrying
a new catchline, as furnished by U-I
were used on page two of Salt Lake papers.
As the outline was written to appeal particularly
to those persons who seldom attend
the movies, this important page two
placement was vital to the success of the
ad.
The highlight of the entire campaign,
however, was a promotional tie-in with the
Downtown Merchant's Ass'n and the Chamber
of Commerce. Denman arranged for
Pox Theatres in Salt Lake to have the exclusive
tie-in on the promotion of a downtown
day of values.
The plan was to drop 1,500 ping pong
balls (painted gold) by helicopter over the
downtown area between the Rialto and
Uptown theatres.
Various prizes had been
inserted in the decorated balls. Fox managers
provided 200 guest tieckets to theatres
playing "Tammy and the Bachelor"
and two single annual passes to any Fox
Theatre for the coming year.
Looking back at his big plan, Denman
cautions persons using this stunt to plan
to use at least 5,000 prize-filled ping pong
balls. As shown in photos appearing on the
front page of the Salt Lake papers, over
30,000 persons turned out for the event.
Artist Makes 'Hoppers'
Big as 'End' Monsters
A "grasshopper invasion" of Paris, Tex.,
was pictured in a three-column illustration
in the local Daily News prepared by
an artist as a promotion for "The Beginning
of the End" and "The Unearthly" at
the Grand Theatre. The artist drew twostory
tall grasshoppers crawling up the
side of the Paris First National Bank building.
The Grand is an Interstate circuit operation.
Vic Nowe, manoger of the Odeon Carleton in
Toronto, Ont., gave the Columbia package,
"The 27th Day"-"20 Million Miles to Earth,"
special lobby treatment as the above illustration
shows. This one is 14x9 feet with the
heading in bold, black lettering and the monster
painted in luminous colors. The display was
used at the base of the marquee during the
run. Some 20,000 heralds were distributed on
the streets, beginning three days in advance,
by a man dressed up in a monster costume and
two
boy escorts.
'Dear Reverend' Notes
Give Epic Third Week
When M. K. Chakeres, vice-president of
the Chakeres Theatres circuit, decided to
hold "The Ten Commandments" for a
third week at the circuit's Regent Theatre
in Springfield, Ohio, he inmiediately ,'^'
mailed the following notice to each clergyman
in town:
"Many of your parishioners have not
seen The Greatest Story Of All Times,
'The Ten Commandments.' Therefore we
are holding it an additional week at our
Regent Theatre through July 11, in order
that everyone may see it. Would you please
bring it to their attention by announcing
from the pulpit or through your Sunday
it
Bulletin? Thank you for your cooperation."
The printed notes, in the form of a memorandum
"from the desk of" M. K. Chakeres
and addresed to "Dear Reverend,"
were mailed on Friday to give the clergymen
an opportunity to cooperate by making
announcements at their Sunday services.
Each of the clergymen had been
guests of the theatre for a special showing
prior to the regular opening, and all coop>erated
with the management in bringing
the third week showing to the attention
of their congregations.
As a result of this effort and other
promotional projects worked out by Chakeres,
who invested $2,000 in newspaper
advertising in Springfield alone for the
DeMille feature, "The Ten Commandments"
was the first picture in the circuit J-
executive's memory to run three weeks in
Springfield. Grosses amounted to much
more than those accumulated by "Gone
With the Wind," and many former motion
picture fans were brought back to the
theatre for the first time in years.
Many patrons came from suiTounding
towns, too, in response to Chakeres advertising
in newspapers in Urbana, Yellow
Springs, Paris, South Charleston and
Mechanicsburg and both Springfield radio
stations.
Within a short time after the Bible epic
completed the long Springfield showing,
Chakeres reported that he already had
received more than 125 queries as to when
the picture would retm-n. These queries
came from persons who said that they had
been unable to see the picture during the
first booking but regretted having missed
it.
'Wet' Stunt on Rainmaker
A lot of laughter around town and good
business on "The Rainmaker" were stirred
up with a "wet" stunt put on by Casey
Jenkins, manager of the Shadyside Drivein
in Albertville, Ala. Jenkins had a projectionist.
Freeman Pankey, dress up in
galoshes and slickers, then walk about
town with an umbrella, with appropriate
signs, a strange sight in the bright sunlight.
— 184 BOXOFFICE Showmandiser :: August 3, 1957

Staffers Offer Ideas
For 'Man On Fire'
"A campaign which would do any pictui-e
proud was conducted by Sonny Shepherd
to acquaint all Wometco personnel in
Miami, Fla., with the employe contest on
_j 'Man on Mre' and to stimulate interest
"' in it." The company house organ, Contact,
thus summed up the event.
Two announcements were mailed to every
employe's home, besides the reminders enclosed
in pay envelopes. James Loomis in
the art department got out some colorful
posters which were displayed where employes
would be apt to see them. They went
to theatres, offices, WTVJ, Reela art shop
and the confections, upholstery and advertising
sections. Lee Ruwitch volunteered
a plug on two of the TV station's closedcircuit
telecast meetings.
Four special screenings were held at different
places and times to accommodate aU
employes and their families. With such a
thorough "briefing" of Wometco staffers,
all south Florida, it was stated, should
have been aware, via this spreading grapevine,
of the picture's opening at the Carib,
Miami and Miracle.
There was an enthusiastic response to
the employe contest which included important
prizes for the best ideas on ways to exploit
the picture.
Jan VanHeam of Reela won an all-expense
vacation for two to his choice of
Havana or Nassau. Norman Feaster, same
department, also won a Caribbean holiday.
•^°^ Campbell, projectionist at the 27th
;RI\
-^ Avenue Drive-In, copped a $100 savings
bond. Campbell, incidentaUy, first became
associated with Mitchell Wolfson and Sidney
Meyer prior to the establishment of
Wometco, when they headed a real estate
office.
Mrs. Elaine Herman won a $50 bond
secretary in the main office. Another $50
bond was awarded to Arline Perry, secretary
in the public service department of
WTVJ.
Ideas submitted ran the gamut from
"play up the title" to "play down the title,"
with novel variations on selling Crosby,
the cast, the song, the story, the problem
posed and the happiness found.
Likes His Office Bible
Jack Thorson was away on his vacation
and unable to send in a photograph for
publication with the
announcement of the
BOXOFTTCE Citation
of Honor winners for
June, but sent along
1 picture, even though
tardy, he writes, because
"I couldn't resist
the opportunity
of having my story
and photo in BOX-
OFFICE, because to
me BOXOFFICE is
my office bible." Thorson directs the Manor
Theatre in San Mateo, Calif.
24-Hour 'Frankenstein'
Horror-A-Thon
Sets Opening Day Mark at San Diego
'rMf^--^
Here's a fright front offering the new Frankenstein success as a new concept in horror pictures. It was
at the California Theotre in San Diego, which featured a Horror-A-Thon premiere of the Warner Bros,
twin chiller.
An opening day record gross for any picture
except "The Robe" was rolled up by
an around-the-clock HoiTor-A-Thon premiere
of "The Curse of Frankenstein" at
San Diego recently. The Warner Bros, whodunit
was coupled with "X the Unknown"
in the 24-hour showing at the California
Theatre.
All the old gimmicks and some new ones
were employed by Ben Williams, manager
of the California, and Max Bercutt, Warner
publicist, in a campaign with most of the
budget going for radio and TV.
The HoiTor-A-Thon started on the stroke
of midnight with the showing of "Frankenstein."
The continuous showing was
scheduled on the stroke of midnight with
the showing of "Frankenstein." The continuous
showing was scheduled into eight
"premieres" via the ads, with each sold
as a specialty: at 12, Midnite Scream Premiere;
3 a.m., Swingshifter's Premiere; 6
a.m.. Breakfast Premiere; 9 a.m.. Housewife's
Jamboree; 12 noon, Shopper's Premiere;
3 p.m.. Servicemen's; 6 p.m.. Elbow
Bender's, and 9 p.m.. the Dater's Premiere.
The ads are available at National Screen.
The sock front reproduced here was made
up with special blowups following the theme
of English theatre front and lobby. Sign
above the boxoffice read, "Children under
12 not permitted unless accompanied by
a parent."
TV time was concentrated around teenage
programs. A contest promoted on
Lucky Dance Team program cost 100 passes
as prizes, and resulted in 100 gratis plugs.
The purchased radio time was early
morning, up to 9, and again from 5 to midnight,
afternoons skipped.
A screening was held in advance for
press, radio and TV contacts.
Williams and Bercutt arranged with ambulance
service to station ambulance outside
theatre and receive aU calls there during
day. Radio was kept going full blast
so everyone near theatre could hear calls
ana every time ambulance left or returned,
siren blared.
For gag picture, a girl who fainted in
theatre during showing was carried out to
ambulance. This broke space.
A "faint" or "pass-out" ticket was given
to everyone entering theatre.
A smelling salts package was available to
patrons alongside sign which read, "For
those with nervous disposition, etc."
Ushers wore stethoscopes, a nurse was
in attendance.
Big Lobby Display Sells
Stay-at-Home Vacations
"SEE THE WORLD THIS SUMMER .
. .
Cruise in the Air Conditioned Luxury of
Your Seat in the Miller!"
These giant lines in an overhead display
preempted attention in the outer lobby of
the Miller Theatre in Wichita. The display
sells coming attractions in a background
of world vacation spots, some of
which the Miller's "summer cruise" wiU
make in pictures.
A large half globe of the western hemisphere,
in three-dimension buUt up from
the flat surface, appears in the center. An
ocean liner dips up and down on the painted
waves at the bottom.
Recently featured in the display were
"Take a trip to Paris with (star names)
in 'Love in the Afternoon' . . See the good
.
old USA with the new recording sensation
. . . Pat Boone in 'Bernardine.' "
Manager Buddy Brown says the piece
has attracted a great deal of comment.
Portraying Ernest Hemingway's famous
Cuban fisherman, Spencer Tracy fights off
sharks near Honolulu in WB's "The Old Man
and the Sea."
BOXOFnCE Showmandiser : : August 3, 1957 — 185 3

Baby Park, Financed by Merchants
Profitable in Theatre Foyer
The foyer and lounge facilities of the Fox Theatre in Taft, Calif., have for years
been just as vacant and empty as in any theatre with a week-night and weekend
FKJiicy.
In those years, untold thousands have passed by the theatre in the mornings
and early afternoons—untold thousands who may have thought to themselves how
nice it would be just to go inside and rest for a few minutes in the theatre they
a.ssociated with comfort and relaxation.
Now ifs going to be different. Manager Bob Dye, with a merchant tieup blessed
by the Chamber of Commerce, is opening the front of the house as a Baby Park for
busy shoppers.
Merchant-furnished swings, slides, toys and TV will be ready for parked toddlers
in the Pox Theatre during the daytime nonoperating hours. A reliable baby-sitter
will be on hand.
Admission tickets are furnished by the merchants themselves, who have long since
disca\ered tlie percentage operating against housewife shoppers, encumbered or
distracted by small fry.
Costs of early opening, maintenance, and baby-sitting is defrayed by the merchants
on a monthly subscription basis through the Chamber of Commerce which is
quite happy about the whole thing.
And it all serves to keep the theatre happy and functioning, keep the merchants
happy, keep the housewives happy, keep the kids happy, and make a few extra bucks
for the theatre (into the several hundreds weekly) as well.
Saturday A.M. Teenage Parties Emceed
By Disc Jockey, Pack B.C. Theatre
Capitalizing on the popularity of "Red"
Robinson, Vancouver, B.C.. teenage disc
jockey. Manager Ivan Ackery of the Orpheum
Theatre has built up a house-packing,
once-a-month teenage Saturday morning
show. Robinson emcees the fast-paced
shows that consist of jitterbug contests,
Elvis Presley imitating contests, teenage
fashion shows, jive bands from local
schools and screen programs tailored for
an overflow teenage audience.
"The kids behave themselves wonderfully."
said Ackery. "Of course, they keep
in time witli their hands and feet to the
jive tunes. This is the reason we open
an hour before our regular Saturday performance
times—so they won't disturb our
regular patrons."
Advertising costs for these teenage
parties are almost nonexistent as far as
Ackei-y's theatre is concerned. The radio
station runs a large newspaper ad before
each program to build up its broadcast of
the stage show, and the disc jockey himself
plugs the party continually.
"We get all the prizes we want for the
contestants by just giving the merchants
a plug from the stage and over the radio,"
Ackei-y noted. "The record companies get
in the act by supplying plenty of records
for prizes. We also give away slacks, lipsticks,
bathing suits and many other
items prized by teenagers."
While doing top business with his first
four parties, Ackery already is experimenting
with a way to provide more room for
his steadily growing audience by scheduling
the next party at a drive-in theatre.
Left, a stage scene with Manager Ackety, Red Robinson and a teenage performer. Right, an audience shot.
Stores Give Lavishly
For Miss Cinderella
When Alfred F. Cerankowski presented
"Cinderella" at the Strand in Buffalo, he
got a lot of publicity for the attraction by
staging a Cinderella contest. ,as.
Patrons of the Strand were invited to^ss.
vote for any gii'l between the ages of 16
and 21 whom they would hke to have be
their theatre's Cinderella. Entry blanks
were printed in all the theatre's programs.
The contest ran for two weeks, during
which 2,000 programs were distributed, and
790 were returned with Cinderella votes.
Merchants of the Strand neighboi-hood
cooperated 100 per cent with the theatre
in this interesting community event. Some
of the prizes promoted by Cerankowski included
a diamond ring, a gown, crown,
slippers, roses, a trophy, portable phonograph,
camera, portable radio, etc. The
winner was picked up at her home, with
her parents, in a specially decorated convertible
and escorted to the theatre for
her personal appearance by a sheriff's department
motor patrol.
The crowning was held on the Strand
stage, with the councilman-at-large taking
part in the presentation ceremonies. After
the ceremony, the winner, her parents and
Cerankowski were escorted by the sheriffs
patrol to the Glen Casino in Williamsville,
where the young woman was introduced
from stage during the floor show.
A photo of the winner, Miss Lorraine A.
Horbett, 17, with details of the contest,
were used in the Buffalo Evening News. "It j.
was a day that long will be remembered in
this neighborhood," said Cerankowski.
Africa Angle Stressed
In Ads on 'Something'
Aided by the local travel agency, James
Speed, manager, and John Reed, publicist,
constructed a lobby display suggestive of
Africa for "Something of Value" at the
Palms Theatre in Homestead, Fla. The
same idea was carried out in displays at
bookstores.
"Filmed in Africa Under MilitaiT Protection
MGM's Most Shocking Pic-
. . .
tui-e," used as a topline in ads added interest.
Speed reports the picture did well in a
four-day run which included the Fourth
of July program at the ballpark.
"Everybody Goes for . . . Something of
Value ... Go See MGM's 'Something of
Value' Now at Loew's Theatre." This copy
headed a double-truck co-op Manager
Lester Pollock promoted for the film in
Rochester, N. Y. Eight major retailers divided
the space.
Pollock made a deal with the local Co-
Op drugstore chain for a Loew's Gift Book
giveaway. Each book contains $5.50 worth
of theatre tickets. The drugstore advertises
a giveaway of nine Gift Ticket Books
every other week, based on numbers displayed
at each Co-Op store.
— 18G BOXOFFICE Showmandiser : : August 3, 1957

Masterpiece Week
Good if
Sponsored
J. William Mullin, winner of a recent
BOXOFFICE Citation of Honor, is a hard
worker who avers that promotion is the
Jifeblood of his theatre, the small Citrus
>i-ive-In at Hernando, Pla. He is always
busy with some promotional idea or other,
cultivating the friendship and support of
civic clubs, schools, churches, etc., and
running his shows. The Citrus is a yeararound
operation.
In addition he is a teacher in the schools
at Wildwood, and is serving his second
year as president of the Lions Club. With
all this, he is a family man, father of three
girls and one boy, all under 7.
In operating a small drive-in in a sparsely
populated area, Mullins finds he has to
work twice as hard because "I have to cover
such a wide area with my advertising."
"Our people like lots of action pictures,
but will go for a real good drama," he
says. "Musicals are rough unless they have
Elviry and the Weaver brothers."
Mullins recently offered "Six Masterpiece
Productions," one each night, Sunday
through Friday, at $1 a ticket, good for
all shows. He reports this is a sure thing
if "you can get a good, active civic club to
go along . . . concessions do terrific."
A combination fish fry with "The Silent
World" and an oldie, "Crosswinds," was
offered one night for $1 adults, 35 cents
children—all the fish and hush-puppies
:!5I) anyone could eat. Result, 200 adults and
''*'
about 30 children. And says Mullin, it
didn't hurt the concession total take a bit.
He planned a barbecue next.
"I've watched the New York Yankees a
long time," Mullins sums up- "I firmly believe
a person must give a little, and spend
a little in order to make a little."
A GUIDE TO ANALYZING YOUR DRIVE-IN
You do not need special analytical training
to analyze your own situation.
If the job is to be done properly, however,
you must be willing to be and do certain
things.
1. Objective and Open-minded
You must approach each subject or area
of investigation in the same manner as if
you were starting all over from the beginning.
Your greatest difficulty will be in taking
things for granted.
2. Sincere in Purpose
You must truly have the desire to do the
job. To approach this in a half-hearted
manner will give the analysis little worth.
3. Work with Diligence
Analyzing a drive-in systematically in each
of its phases is a difficult, time-consuming
job. It can be done only through hard work.
/ 4. Review and Follow-up
It is essential that you review your conclusions
and follow up on them to determine
their validity. This is a continuous job, but
one that makes an analysis effective or ineffective.
Pretty Women^ and Men^ in Film Display
If a picture is as good as a thousand
words, then the real thing (or person) is as
good as at least two thousand words! Here
are displays on four pictures built around
young women (always "attractive") and
men! Top, left: Loew's Orpheum in New
York was one of several of Loew's houses
which offered an Elvis Presley haircut to
the first ten girls on opening day of "Loving
You." Age was no qualification
they could be 16 to 80—in the tieup with
local barber shops. Top, right: Customers
in a restaurant near the Paramount Theater
in Long Branch, N. J., were surprised
when they found the waitresses all decked
out as harem beauties. Bernard Depa.
manager, arranged the promotion for
A Dallas 'Holiday' Tieup
A tieup with the Nieman-Marcus department
store of Dallas has been arranged
for "Paris Holiday." During the store's
annual "Paris Fortnight," a citywide camlaaign
to be launched in mid-October, sequences
from the film will be shown.
Money Back Guaranteed
Playing the revival of "The Teahouse of
the August Moon," Roger Livingston, Art
Theatre, Hartford, advertised: "For those
who have yet to see this picture we guarantee
a treat or your money back!"
Norman Taurog, a leading comedy director,
was chosen by Warners to direct "Onionhead."
BOXOFFICE Showmandiser : : August 3, 1957 — 187 —
"Barak." The restaurateur was so well
pleased that he kept the "Ekberg Special"
on his menu.
Lower photo at left shows a live baby
doll in a window display at a department
store in Buenos Aires for a ll-theatre,
day-and-date showing of "Baby Doll." The
Argentineans, no doubt, are on the excitable
side, for the photo caption says that
police had to be called to handle the
crowds which turned out to witness the
display.
Bottom, right: Manager Paul Johnson
of the Mayfair Theatre in Asbury Park,
N. J., is shown interviewing a pretty
"patient" on a couch in the lobby in behalf
of his showing of "Oh, Men! Oh, Women!"
'Monte Carlo' Shoe Tieup
United Artists concluded a tieup with
Wohl Shoes that will spothght "The Monte
Carlo Story" in 17,000 stores across the
country. The co-op involves big space ads
and display pieces featuring a still of
Natalie Trundy who makes her screen debut
in the comedy. Wohl will use tieup ads
in TV Star Parade, Movie Life, Movie Star
Parade, Intimate Romance and Personal
Romances.
Kit on 'Curse of Frankenstein'
A comprehensive merchandising kit on
"The Curse of Pi-ankenstein" is being distributed
by Warner Bros, to leading exhibitors
and WB field exploitation representatives.

^^1
BOXOFFICE BAROMETER
This chart records the performance of current attractions in the opening week of their first runs in
the 20 key cities checked. Pictures with fewer than five engagements ore not listed. As new runs
are reported, ratings are added and avarages 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.

Feature production! by company In order of release. Number In squore Is national release date. Running
time is In parentheses. © is for CinemoScope; ® VistoVlsion; 8) Superscope; ® Noturamo; ® RegalScope;
Technirama. Symbol ^J denotes BOXOFFICE Blue Ribbon Award; © color photogrophy. LeHers ond combi-
Cf)
nations thereof Indicate story type—(Complete key on next, page.) For review dotes and Picture Guide
page numbers, see Review Digest,
^EATURE CHART

FEATURE
CHART
story type: (Ad) Adventure Drama; (Ac) Action
Comedy-Droma; (Cr) Crime Drama; (DM) Dramo
The key
Drama;
to tetters
(An)
ond combinations
Animated-Action; (C)
thereof
Comedy;
indicating
(CD)
with Music; (Doc) Documentary; (D) Dromo; (F) Fontosy; (FC) Force-Comedy; (Ho) Horror Drama; (Hi)
Historical Drama; (M) Musical; (My) Mystery; (OD) Outdoor Drama; (SF) Science-Fiction; (W) Western.

I
Baby
il
BOXOFFICE BookinGuide : : August 3, 1957
.
I
.W.
. D . .
Nov
.Ad.
. D
Mar
jRiy
story type: (Ad) Adventure Drama; (Ac) Action
Comedy-Drama; (Cr) Crime Drama; (DM) Drama
The key
Dramo;
to retters
(An)
and combinotlons
Animated-Action; (C)
thereof
Comedy;
indlcotrng
(CD)
with Music; (Doe) Documentary; (D) Drama; (F) Fantasy; (FC) Farce-Comedy; (Ho) Horror Droma; (Hi)
Historical Drama; (M) Musical; (My) Mystery; (OD) Outdoor Drama; (SF) Science-Fiction; (W) Western.
WARNER BROS.
Ili The Girl He Left Behind
(103) C.
rub Hunter, Natalie Wood
a ©Giant (201) D..606
Bilzabi'th Taylor, Hudson,
Rock
James Deaii. Jane Withers
ED CSChasing the Sun
(31) Featurette. .4911
riclure essay on Florida
The Wrong Man (105)
.
Henry Fonda, Vera Miles,
Antliony
IJuayle
SI Top Secret Affair (100) .CD. .609
Susan Ilayward, Kirk Douglas
j©The Big Land (93).. W.. 610
Alan Ladd, Virginia Mayo
(a ©Paris Does Strange Things
(86) CD.. 611
Ingrid Bergman, Mel Ferrer
y©The Spirit of SL Louis
I
(135) © D .614
James
Stewart
g) Shoot-Out at Medicine
Bend (87) W..615
Randolph Scott, James Craig
(n) The Counterfeit Plan
(80) D..612
Peggie Castle
Zaohary
a Untamed
Scott,
Youth (80) 0..613
Mamie Van Doren, John Russell
H ©Deep Adventure
(46) Featurette 4912
S\ A Face in the Crowd
(126) D..S16
Andy Griffith, Patricia Neal, Anthony
Franclosa, Lee Remlck
a The D.I. (106) D..617
Jack Webb, Monica Lewis
m OThe Princa and the Showgirl
(117) CD. 618
Marilyn Monroe, Laurence Olivier
ga X the Unknown (80) SF 619
Dean Jaeger, Eilward Chapman
M ©The Curse of Frankenstein
(S3) Ho.. 620
Peter (Mshlng, Hazel Court
[iI©Band of Angels (127) D..621
Clark Gable, Yvonne De Carlo
Rising of the Moon (81) D..622
S^
Frank Lawton, Denis IVDea
[Ul The James Dean Story
(82) Doc. 623
Jar
©The Pajama Game
(101)
Doris Day. John Hailt,
Wlllaril Parker, Mara Corday, B.
MacLane
ASTOR
Passport to Treason (70) Md. .Jun 56
Doll (114) CD. 607
Paige
Karl Maiden. Carroll Baker.
BUENA VISTA
Ell Wallach, Mildred Dunnock
MISCELLANEOUS
.
.
ASSOCIATED FILM
Forbidden Cargo (83) . .Ac. .Sep 56
Nici'l Patrick,
Frontier Gambtcr (70) .VK. .Jul 56
Elizabeth Sellars
JANUS
Juhn lirnnifleld, Cnlccn Gray
. 56 Bullfight (76) Doc. Jul 56
The Naked Gun (70)
Hod tUiraeron, Lois Maxwell
©Men of Sherwood Forest
(77) Ad. .Sep 56
Dim Taylor, Eileen Moore
Hour of Decision (70) . Jan 57
Jtff Morrow, Hazel Court
Stranger in Town (74) . . D. .May 57
Alex Nicol, Colin Tapley, Anne
©Davy Crockett and the River
Pirates (81) Ad.. Jul 56
Fess Parker, Buddy Bbsen
of Life
. . . . ©Secrets (70) Doc Nov 56
©Westward Ho, The Wagons
(86) © 0D..Dec56
Fess Parker, Kathleen Crowley
If All the Guys in the World
(95) Ad. .Jun 57
Andre Valmy, Jean Gaven. Georges
Poujouly (French-language: Eng
titles)
©Johnny Tremain (80) ..Ad. .Jul 57
Hal Stalmaster. Luana Patten
CONTINENTAL
Ship That Died of Shame
(79) D.. Sep 56
Richard Attenborough, George
Baker
©Secrets of the Reef
(72) Doc. Oct 56
Undersea chronicle
©The Love Lottery (82) C. Feb 57
David Nlven. Peggy Cummins
©Raising a Riot (91) . .C. .May 57
Kenneth More, Mandy Miller
The French They Are a Funny
Race (83) C. .Jun 57
Marline Carol, Jack Buchanan,
Noel-Noel (English-language)
A Novel Affair (S3) D.Jul 57
Ralph Richardson, Margaret
Leighton
in Maid Paris (88') C. .Aug 57
Dany Robin, Daniel Gelin
(French-iangUiige; Eng. titles)
DCA
(99) C. Sep Private's Progress . . . 56
Richard Attenborough. Dennis
Price
Woman of Rome (93) 0.. Sep 56
Gina LoUobrigida. Daniel Gelin
Rock, Rock, Rock (85) . . M . . Dec 56
Alan Freed, Frankle Lymon &
Teenagers
©John and Julie (82) C. Feb 57
Constance Cumniings, Wilfred
Hyde- White
Colditz Story (97) D.. Feb 57
John Mills, Eric Portman
Unnatural (90) 0.. Feb 57
Hildegarde Neff, Eric Von Strohelm
The Widow (87) D . . Feb 57
Patricia Roc, Aklm Tamlroff
Gold of Naples
(107) Episode Dr Mar 57
Vittorlo de Slca, Sllvana Mangano,
Sophia Loren (Italian-language;
Eng. titles).
©Baby and the Battleship
(96) C..Mar57
John Mills, Richard Attenborough
Bermuda Affair (87) ..0.. Mar 57
Kim Hunter, Gary Merrill
©Loser Takes All
(88) © CO.. Mar 57
Glynis Johns, Rossano Brazzl
in Hell Korea (82) D.. Apr 57
Stanley Baker, George Baker
©Don Giovanni
(157) Opera Film Apr 57
Cesare Slept. Lisa Delia Casa
Battle Hell (112) ....D.. May 57
(Formerly "Yangtze Incident")
Richard Todd, Aklm Tamlroff
Monster From (ireen Hell
(71) Ac. May 57
.lim Daii.s, Barbara Turner
©The Miller's Beautiful Wife
(92) C. May 57
Vittorio de Sica. Sophia Loren
The Green Man (SO)
. . My/C. .Jun 57
Alastalr Sim, George Cole, Jll
Adams
©Scandal Sorrento
in
(92) © C. Jun 56
Vittorio de Sophia Loren
Slca,
The Devil's General (120) D. Aug 57
Drrt Jurgens, Marlaane Cook
(German-language; Eng. titles)
JACON
Rosanna (72) D. .Jun 56
Rossana Podesta, Crox Alvarado
(Dubbed In English)
Midnight Episode (78) ..C. Aug 56
Stanley Holloway. Leslie Dwyer
.
KngUsh narration
JOSEPH BRENNER ASSOC.
Drew Pearson Reports on the Holy
Land (60) Doc 57
Narrated by Drew I'l-arson
LOUIS deROCHEMONT
©Albert Schweitzer
(SO) Doc. Mar 57
(I'roiluced by Hill and ,Vnderson)
MOTION PICTURE DIST'RS
©Oedipus Rex (88) D.. Jan 57
(Stratford. Ont., Festival players)
TOP PICTURES
Fr-oniticr Woman (813) . .W. .Jul 56
Cindy Carson. Lance Fuller, Ann
Kelly
TRANS-LUX
©Dance Little Lady (87) D.. Mar 56
Mai ZetterUng. Terence Morgan
Lovers and Lilllpops (85) CO. Apr 56
Lori March, Gerald O'Laughlin
REISSUES
BUENA VISTA
©Cinderella (75) An. .Feb 57
COLUMBIA
©Ten Tall Men (97) . . Nov 56
Bint Lancaster. Jody Lawrance
Rogues of Sherwood Forest
(80) Ad.. Nov 56
John Derek, Diana Lynn, Alan Hale
MGM
Tale of Two Cities (128) D.. Nov 56
Ronald Coleman, Elizabeth Allan
Mutiny on the Bounty
(133) D.. Dec 56
Charles Gable
Laughton, Clark
Green Dolphin Street
(141) D.. Jan 57
Lana Turner, Heflln, Donna
Van
Reed
Boys Town (96) D.. Jan 57
Spencer Tracy. Mickey Rooney
Gaslight (114) D.. Apr 57
Ingrid Bergir>an, Charles Eoyer
The Postman Alvrays Rings
Twice (114) D. Apr 57
Lana Turner, John Garfield
The Bride Goes Wild (9S) C. Jun 57
June Allyson, Van Johnson
Our Vines Have Tender Grapes
(106) D.. Jun 57
Edward G. Robinson, Margaret
O'Brien
PARAMOUNT
©For W/hom the Bell Tolls
(130) D.. May 57
Gary Cooper, Ingrid Bergm.'ui, A,
Tamlroff
REPUBLIC
The Red Pony (89) D. Apr 57
Robert Mltchum, Myrna Loy. L.
Calhcrn
The Woman They Almost Lynched
(90) D.. Apr 57
John Lund, Audrey Totter, B.
DonlevT
©The Quiet Man (129) CD..J»lay57
John Wayne. Maureen O'Hara,
Ward Bond
20th-FOX
Rebecca (127) D . . Oct 56
Laurence Olhler, Joan Fontaine
UNIVERSAL-INT'L
The Killers, (102) D.. Sep 56
Burt Lancaster, Ava Gardner,
Edraond O'Brien
The Sleeping City (85) My.. Sep 56
Richard Conte, Coleen Gray, Alex
Nicol
WARNER BROS.
©East of Eden (115) D . . Mar 57
James Dean, Julie Harris, Jo Van
Fleet
©Rebel Without a Cause
(111) D .
Mar 57
James Dean, Natalie Wood, Sal
(105) D . .
.
Mlneo
Jim Thorpe, All-American
May 57
Burt Lancaster, (Carles Bickford
The Winning Team (98) . . May 57
Doris Day, Ronald Reagan, F.
Lovejoy
Bright Leaf (110) D.. May 57
Gary Cooper, Lauren Bacall
The West Point Story
(107) D. May 57
James Cagney. V. Mayo, Doris Day
Stranger on a Train
(101) D.. May 57
I'arley Granger, Ruth Roman
Young Man With a Horn
(101) D.. May 57
Kirk Douglas, Lauren Bacall. Doris
Day
ALLIED ARTISTS
Looking For Danger C.
Iluntz Hall, Stanley Clements
(^Hunchback of Notre Dame ©,.D..
Gtoa LoUobrigida. Anthony Qulnn
©The Rifle © W..
Joel McCrca, Virginia Mayo
The Fever Tree D..
,lolin Cassavetes, Raymond Burr
Man From Monterey W.
StcrlinR Hayden, Duncan
Pamela
Doll Teenage Ac.
June Kennev, Fay Spain
FEATURE
COMING
Undersea Girl Ac .
Mara Corday, Pat Conway
©Naked in the Sun Ad..
James Craig, Lita Milan
Hongkong Story Ad .
Jack Kelly, Lill Hwa
©Sabu and the Magic Ring.... Ac.
Salni, William .Marshall
AMERICAN INTERNATIONAL
The Amazing Colossal Man....SF..
Glenn Langan, Cathy Downs
The Cat Girl Ho..
Lynn Tracey, Shelley
Barbara
Sorority Girl D. .
SusiiTi Cabot, Barhoura O'Neill
COLUMBIA
The Brothers Rico D..
Richard Conte, Dltna Foster
©This Bitter Earth (B D.
S. .Mangano, A. Perkins, ValU
Bridge on the River Kwai D..
Wllliaiti Holden, Jack Hawkins,
Alec Guinness
The Golden Virgin D.
Juan Crawford, Brazzl
Uossano
3:10 to Yuma W.
Van Heflin
Glenn Ford,
How to Murder a Rich Uncle. CD..
Charles Cohurn. Wendy Hiller
The Long Haul D .
Victor Mature. Diana Dors
Operation Mad Ball C. .
Jack Lemmon, Grant,
Kathryn
Mickey Kooney, Artlnii' O'Connell
©Decision at Sundown W..
Randolph Scott, Valerie
©The Hard Man ©
French
W.
Valerie Cnv
©Pal
Madison.
Joey ©
French
D/M..
Rita Hayworth. Frank Sinatra,
Kim Novak
©High Flight © D..
Ray Milland. Sean Kelly
The Admirable Crichton CO .
Kcnnelh More, Sally Ann Howes
She Played With Fire D..
.\rlene Dalil. Jack Hawkins
MGM
©Raintree County ®65 D.
Elizabeth Taylor. Montgomery nift
The House of Numbers D..
lack Palance, Barbara Lang
Happy Road The C.
Barbara Laage
Gene Kelly,
©Les Girls © MC.
Gene Kelly, Mltzl Oaynor
©Don't Go Near the Water ©..C.
Glenn Ford. Anne Francis
Action of the Tiger .
Van Johnson. Marline (^rol
©The Living Idol © Ad.
Steve Forrest, Llllane Montevecchl
©Merry Andrew © C.
Danny Kaye, Pier Angell
©Gigi
C/M..
Leslie Caron. Maurice Chevalier
©The Brother Karamazov D..
Yul Brenner, Maria Schell, Oaire
J. Blum. Lee Cobb
Jailhouse Rock C/M. .
Elvis Presley, Judy Tyler, Mickey
Shaughnessy
PARAMOUNT
©The Joker (8 CD..
Crain
Frank Sinatra, Jeanne
©Spanish Affair ® Ad .
Richard Kiley, Sevllla
Carmen
Hot Spell (2) D. .
Shirley Booth, Anthony Qulnn
The Tin Star (g) W..
Henry Fonda. Anthony Perkins
Short Cut to Hell ® Cr.
Robert Ivers. Georgann Johnson
A Woman Obsessed ® D .
Anna MagnanI, Anthony Qulnn
©The Devil's Hairpin ® Ac.
Cornel Wilde, Jean Wallace
Teacher's Pet ® C. .
Clark (Jable, Doris Day
Desire Under the Elms ® D.
Tnny Perkins. Sophia Loren
Zero Hour Ac.
Dana .\ndrews. Sterling Hayden
Sack ® C.
Sad
Jerry Lewis, PhyllLs Kirk
Manuela D.
Trevor Howard, Blsa Martinelli
REPUBLIC
©In Old Vienna M .
Heinz Roetthiger, lUllick
Robert
.
The Lawless Eighties D
Buster Oabbe, John Smith
CHART
©Taming Sutton's Gal .
John Luston. Olorla Talbott
Wayward Girl D..
.Marcla Henderson, Peter Walker
Panama Sal D.
ICli-na Vi-rdngo. Carlos llivas
RANK FILM DIST'RS OF AMER.
©Pursuit of the Graf Spee ® D. .Sep
.lohn Gregson. Anthony Quayle
©Spanish Gardener © D..Sep
Dirk Bogarde, Jon Wbltdey
©An Alligator Named
Daisy ® C.Sep
Donald Sinden, Diana Dors
Hell Drivers ® Ac...
Stanley Baker, Herbert Lom
Across the Bridge D..
licirl Stiiger. David Knight
The Secret Place D
Belinda Lee. Ronald Lewis
Woman for Joe ® The D..
liiane Cilento, George Baker
20th-FOX
No Down Payment © D..
Jeffrey Hunter, Sheree North,
Tnny Randall, Joanne Woodward
©The Sun Also Rises © D..
Tyrone Power, Ava Gardner
The 3 Faces of Eve © D,
David Wayne, Joanne Woodward
©A Farewell to Arms © D..
Rock Hudson. Jennifer Jooes,
Vittorio de Slca
©Peyton Place © 0..
Lana Turner, Lloyd NoUa
©Kiss Them for Me © D..
Gary Grant, Jayne Mansfield
©Stopover Tokyo © D,.
Robert Wagner, Joan Collins
Forty Guns © W.
Barbara Stanwyck,
© Enemy Below ©
Barry Sullivan
D .
Kohert Mltchum, Kurd Jurgens
The Young Lions © D..
Marlon Brando, Montgomery (311ft
April Love © M..
Jones
Pat Boone. Shirley
©The Deerslayer © CO..
Lex Barker, Elta Moreno
UNITED ARTISTS
Gunsight Ridge W..
Joel McCrea, Mark Stevens
©Legend of the Lost ® A*..
John Wayne, Sophia Loren
©Paris Holiday C
Bob Hope, Femandel, A, Etttrg
Enemy From Space SF.,
Brian Donlevy. Sidney James
Girl in Black Stockings My..
Mamie Van Doren, Lex Barker
The Quiet American D..
.Vndie Murphy, Michael Redgrave
Paths of Glory D..
Kiik Douglas, R:ilph Meeker
Time Limit D..
liicliard Wldmark, R. Basehart
Hell Bound Ac .
,luhn RusseU, June Blair
Careless The Years D ,
Dean Stockwell, Natalie Truody
Jungle Heat Ac.
Lex Barker. Marl Blanchard
Street of Sinners D..
Geo. Montgomery, G. Brooks
UNIVERSAL-INT'L
©Quantcz © W..
Fred .MacMurray. Dorothy Malone
©Interlude © D..
June Allyson, Rossano Brazzl
Pylon © D..
Rock Hudson, Dorothy Malone
Badge of Evil D..
Charlton Heston, Welles
Orson
Man of a Thousand Faces D,.
James Cagney, Dorothy
©Doctor at Large ®
Malone
C.
Dirk Bogarde. Muriel
©Lady Takes a Flyer
Pavlow
© CD..
Lana Turner. Jeff Chandler
The Female Animal © D..
Hedy Lamarr. Jane Powell
Summer Love M..
.lohn
©My
Saxon.
Man
Judy Meredith
Godfrey © C.
June Allyson. David Nlven
That Night (RKO) D..
John Real, Augusta Dabney
The Violators (RKO) D..
.Vrthur O'Coraiell, Nancy Malone
WARNER BROS.
©With You in My Armt O-.D--
Tab Hunter, Etchlka
©No Sleep Till Dawn ©
Choureau
D,.
Karl Maiden, Natalie ^Wood
©Sayonara ®
Marlon Brando, Red Buttons
The Black Scorpion Ac .
Richard Dennhig, Uta Milan
The Helen Morgan Story © D..
Ann Blyth, Paul Newman
Johnny Trouble D .
Ethel Barrymore, Carolyn Jones
Deep Six D. .
The
Alan Ladd. William Bendlx
Time for Sergeants No C.
Andy Griffith, Myron McCormick

^HORTS CHART
Short subjects, listed by company. In order of releose. Running time follows title. First Is national release
month, second the dote of review In BOXOFFICE. Symbol between dotes is rating from BOXOFFICE
review. -R Very Good. + Good. ± Fair. — Poor. = Very Poor. Photography: Co)or and process as specified.
tea tc so
BUENA VISTA
FEATURETTES
LIVE-ACTION
(In Color)
0068W«lbock Hound (20) .
.Jun 57 H
0069 The Story of Anyburj,
USA. (10)
00J9 Samoa (31) (4-re«l)
WALT DISNEY CLASSICS
(Tectmicolor Reissues)
7-1101 Hocliey Chamo (7).. Aug 56
>4102 Pluto at the Zoo (S) Aug 56
74103 Donalds Tire Trouble
(7) Sep 56
74104 Purloined Pup (7)
. .
Oct 56
Billuosters C8) ;4105 Oct 56
Pluto's 4106 Playmate (8) Mo* 56
74107 DoiKild's Snow Fioht
(7) Dec 56
Society 74108 Dog Show
(8) 0« 56
74109 Donald's Gold Mine
(7) Jan 57
74110 T-Boiie lor Two {7)..F«k57
74111 Dumbell of the Yulion
(7) Mir 57
74112 Bone Trouble (9). Mar 57
74113 Window Cleaners (8

.
,
Kemmer.
ALLIED ARTISTS
Calypso Joe (AA)—Herb Jeffries,
Angie Dickinson, Edward
Attendance was poor.
'!^'''-S We did not get even our regular
•lar- group of teenagers on this one.
We did a big snack bar business
as the picture held little interest
for my customers. Etoubled with
"Hot Rod Rumble" and, if this
good entertainment and worth
is
the price of admission, then I'm
nuts. You'd better steer clear of
this one. Played Sat. Weather:
Clear and hot.—W. R. Woody,
Texas Drive-In Theatre, Pairfield,
Texas. Pop. 1,742.
Crime in the Streets (AA1—
James Whitmore, John Cassavetes,
Sal Mineo. This is a picture
that has a lot of action and
is good and true. I thought because
of some of the actors in it
we might have good business, but
I was wrong. Certainly was no
fault of the picture. Played Sat.,
Sun. Weather: Warm.—Harry
Hawkinson, Orpheum Theatre,
Marietta, Minn. Pop. 380.
Hot Rod Kiunble (AA)—Leigh
Snowden, Richard Hartunian,
Wright King. This was a surprise
to everyone—showed with
"Cah-pso Joe" to above average
business. Many good comments
on the picture. A small picture,
but it still did the business. They
walked out on "Caljrpso Joe" but
enjoyed every minute of this.
Played Tues., Wed., Thurs.
Weather: Hot.—Mickey and PenjRI\
ny Harris, Wakea Theatre, New
~:^ Boston, Texas. Pop. 2,688.
No Place to Hide (AA)—David
Brian, Marsha Hunt, Hugh Corcoran.
A good story about kids
and marbles. The color is very
nice and it is a good show with a
happy ending. However, our ending
wasn't so happy. No business.
Played Wed. Weather: Warm.
Harry Hawkinson, Orpheum Theatre,
Marietta, Minn. Pop. 380.
Oklahoman, The (AA) — Joel
McCrea, Barbara Hale, Brad Dexter.
A good western in color—but
not worth the terms AA asked
us for it. If westerns go over in
your town, this will do as well as
the next. Played Tues., Wed.,
Thurs. Weather: Stormy and hot.
—Mickey and Penny Harris,
Wakea Theatre, New Boston,
Texas. Pop 2,688.
Screaming: Eagles (AA)—Tom
Tryon, Jan Merlin, Alvy Moore.
This was a very good show with
a good story and cast. I wished
'J'-
that it had been made in color
it would have been even better.
Business was much better. Played
Sat., Sun. Weather: Rainy. —
Harry Hawkinson, Orpheum Theatre,
Marietta, Minn. Pop. 380.
AMERICAN INTERNAT'L
Shalie, Rattle and Rock (AIP) —
Touch Connors, Lisa Gaye, Stersw
J
ling Holloway. This was my first
picture from an independent
company and I must say I like
doing business with someone who
isn't always begging me for play
dates. This is a wonderful rock
and roll show. But I was very
disappointed in business. Played
Thurs., Fri. Weather: Cool.
Harry Hawkinson, Orpheum Theatre,
Marietta, Minn. Pop. 380.
BUENA VISTA
Littlest Outlaw, The (BV) —
Pedro Armendariz, Joseph Calleia,
Rodolfo Acosta. Played this
with "Johnny Appleseed." Both
are very good. I made up some
extra advertising and it paid off.
However "Desert" and "Prairie"
grossed more. Played Fri., Sat.,
Sun. — Frank Sabin, Majestic
Theatre, Eureka, Mont. Pop. 929.
Lost Patron Lure
"The Brave One" is a very
fine family picture. It did a little
above averagre business and
—what's more important—
think it convinced people that
movies are better than TV.
More like tliis and we might
get back our lost patrons.
VICTOR WEBER
Center Theatre
Kensett, Ark.
COLUMBIA
FuU of Life (Col)—Judy Holhday,
Richard Ckjnte, Salvatore
Baccaloni. This show was good
and brought many laughs. Business
was a little stronger than
usual. I think that it may have
been just a little too strong for
kids. Played Sat., Sun. Weather:
Warm.—Harry Haw-kinson, Orpheum
Theatre, Marietta, Minn.
Pop. 380.
Giant Claw, The (Col)—Jeff
Morrow, Mara Corday, Morris
Anknim. Played this with "The
Night the World Exploded." Did
above average but even some
youngsters were disappointed.
Some walked oiit. The big bird
looked so artificial and when it
picked up a whole train there
was ridiculing laughter. Played
:5.
Thurs., Fri., Sat. Weather: Good.
—Leonard J. Leise, Roxy Theatre,
Randolph, Neb. Pop. 1,029.
Sierra Stranger (Col)—Howard
Duff, Gloria McGh«e, Dick Foran.
Doubled with "Bigger Than
Life" (20th-Fox) for a very disappointing
draw. Played Wed.,
Thurs.—R. B. Tuttle and Don
S"wenk, Lenawee Auto Theatre,
Adrian, Mich. Pop. 18,393.
Solid Gold Cadillac, The (Col)
—Judy Holliday, Paul Douglas,
John Williams. Doubled with
"The Naked Hills." Even the lovely
word "naked" in the title
didn't help Monday or Tuesday,
but a little better than average
Sunday business pulled us
through. Besides, we put on a
team of hillbilly musicians on the
roof for a preshow attraction,
and did pick up an early crowd
that upped concession business,
too. Played Sun., Mon., Tues.
R. B. Tuttle and Don Swenk,
Lenawee Auto Theatre, Adi-ian,
Mich. Pop. 18,393.
Zarak (Col) —Victor Mature,
Michael Wilding, Anita Ekberg.
Rain and wind the first day and
rain the third day gave us a
very low gross. Percentage terms
in this case held the rental down,
but S'tiU left no margin. Played
Wed., Thurs., Fri.—R. B. Tuttle
and Don Swenk, Lenawee Auto
Theatre, Adrian, Mich. Pop. 18,-
393.
XHIBITOR HAS HIS SAY
METRO-GOLDWYN-MAYER
Great American Pastime, The
(MGM)—Tom Ewell, Anne Fran-
cis. Aim Miller. Didn't even pay
for film rental on this one. It is
a good sliow and those who came
commented on how funny it was
and said they enjoyed it. However,
every Wednesday we get
stiff competition from a band
cert held on Main Street.
Played Wed. Weather: Cool.—
Harry Hawkinson, Orpheum Theatre,
Marietta, Minn. Pop. 380.
Ransom (MGM)—Glenn Ford,
Domia Reed, Robert Keith. A
well made suspenseful movie that
did not draw at all. I cannot
make out why, as both Ford and
Reed are drawing cards here.
Only reason I can find is perhaps
the weak trailer. It showed nothing
and meant vei-y little else.
Perhaps the theme did not appeal
to them either. Who knows
in this business? Surely not us!
Played Wed. -Sat. Weather: Cool.
—Dave S. Klein, Astra Theatre,
Kitwe-Nkana, Northern Rhodesia,
Africa. Government, mining and
business patronage.
Teahouse of the August Moon,
The (MGM) — Marlon Brando,
Glenn Ford, Machiko Kyo. A
good all around picture which
barely hit average attendance.
We need more like it. We played
it very late due to excessive demands
in rental. It's the same
old story of the pinch. Trying to
play good pictures at livable terms
and on proper playdates. Played
Sun., Mon. Weather: Good.—
Leonard J. Leise, Roxy Theatre,
Randolph, Neb. Pop. 1,029.
Ten Thousand Bedrooms
(MGM) — Dean Martin, Anna
Maria Alberghetti, Eva Bartok.
Very entertaining feature that
just made average boxoffice.
Maybe it's the title—this didn't
appeal. With Jerry Lewis this
could have geen * top bellringer.
Here is one comment heard
yesterday, "Dean Martin is a
good singer, but who cares for
singing in a picture—you hear it
all day long on television, radios
and juke boxes!" Played Sun.,
Mon. Weather: Good.—Leonard
J. Leise, Roxy Theatre, Randolph,
Neb. Pop. 1,029.
These WUder Years (MGM)—
James Cagney, Barbara Stanwyck,
Walter Pidgeon. A good
teenage picture. Would be fine
in color. A good lesson for both
young and old. The smallfry
seemed pleased. All in all, a
good action picture in black and
white. Played Fri., Sat. Weather:
Fair.—W. M. Finley, Lyric
Theatre, Norfork, Ark. Pop. 500.
PARAMOUNT
Buster Keaton Story, The
(Para)—Donald O'Connor, Ann
Blyth, Rhonda Fleming. This
movie is okay but it did low busi-
Hess. Mom and Dad might have
remembered who Buster Keaton
was, but the kids never heard of
him—and what's more, they don't
care about starting at this late
date. The little children got a
laugh, but the middle-of-theway
group, who pay for the pictures
these days, stayed away.
Played Sun., Mon. Weather: Hot.
—Mickey and Penny Harris, Wa-
lABOUT PICTURESi
•
kea Theatre, New Boston, Texas.
Pop. 2,688.
Girl Rush, The (Para)—Rosalind
Russell, Fernando Lamas,
Eddie Albert. I had put off playing
this picture because I had
read that it wasn't rnuch to brag
about. But business was much
better and the show was very
good—and beautiful, too. Played
Wed. Weather: Hot.—Harry
Hawkinson, Orpheum Theatre,
Marietta, Minn. Pop. 380.
Pardners (Para)—Dean Martin,
Jerry Lewis, Lori Nelson. Jerry
Lewis garnered a lotta laughs.
His partner could have skipped
his singing for all of me. Business
was good. VistaVision superb!
Played Fri., Sat., Sun.—Frank
Sabin, Majestic Theatre, Eureka,
Mont. Pop. 929.
Business Recipe
At a time when we need big
family comedies and films with
greater entertainment value,
we see that of about the last
36 releases only sis are recommended
family pictures by the
National Board. Too many
have violence or downbeat
themes that simply don't appeal.
Give us a good tearjerker,
clean comedy or drama and we
wiU get a lot of old patrons
back. .\nd by all means, give us
a solid story in every picture. .
LEONARD J. LEISE
Roxy Theatre
Randolph, Neb.
Proud and Profane, The iPara)
—William Holden, Debora Kerr,
Thelma Ritter. Excellent adult
fare. Held their interest. Thelma
Ritter was outstanding—but then
that's routine for Thelma. Balance
of the cast was fine. Played
Fri., Sat., Sun.—Frank Sabin,
Majestic Theatre, Eureka, Mont.
Pop. 929.
Unconquered (Para)—Reissue.
Gary Cooper, Paulette Goddard,
Boris Karloff. Good reissue. Ten
years old. They liked it and business
held up well. Good print,
color and sound. Played Fri., Sat.,
Sun. — Frank Sabin, Majestic
Theatre, Eureka, Mont. Pop. 929.
REPUBLIC
Pawnee (Rep)—George Montgomery,
Lola Albright. BUI Williams.
Good western, good color
and action that takes place on
a grand scale, even if it was cut
from the old Fox pictui'e "Buffalo
Bill." But no one but I knew it,
so it didn't make any difference.
It did good business for me and
that's more than a lot of them
will do these days. Played Fri.,
Sat. Weather: Fair and hot.—Victor
Weber, Center Theatre, Kensett,
Ark. Pop. 1,000.
CENTURY-FOX
20th
Nightmare AUey (20th-Fox) —
Reissue. Tyrone Power, Joan
Blondell, Coleen Gray. Doubled
with "Dakota Incident" (Rep) for
a feeble par, but blame the fact
that it rained both nights. Played
Wed., Thurs.— R. B. Tuttle
and Don Swenk, Lenawee Auto
Theatre, Adrian, Mic'n.
(Continued on following page)
BOXOFFICE BookinGuide August 3, 1957
II

Manson
^'^^
EXHIBITOR HAS HIS SAY
(Continued from preceding page)
True Story of Jesse James, The
(20th-Pox)—Robert Wagner, Jefrey
Hunter, Agnes Moorehead.
Okay, but why make it, HoUywood?
It's not as good as the old
one with Tyrone Power. It's bad,
I think, for people to see the old
one and then to turn one out like
this. Are movies getting better?
Oh, well, back to the TV set.
Played Sun., Mon. Weather: Fair
and Hot.—Victor Weber, Center
Theatre, Kensett, Ark. Pop. 1,000.
UNITED ARTISTS
Apache (UA>—Burt Lancaster,
Jean Peters, John Mclntyre. We
hear so many exhibitors say their
patrons do not go for pictures
with a lot of Indians. Our situation
is different, give us a good
cowboy and Indian picture and
we do satisfactory business as we
did with this one. And everyone
had played it before us. Burt Lancaster
was great—so everyone
said. The farmers came in Fourth
of July evening to see him so we
did all right. This made it a
United Artist week 100 per cent.
We would rather play the good
ones later than the mediocre ones
red hot. So, everyone is happy.
Played Thurs., Fri., Sat. Weather:
Wonderful. This is the garden
spot of the world.—Bob and Joyce
Alexander, Park Theatre, Braham,
Minn. Pop. 960.
Trapeze (UA)—Burt Lancaster,
Gina Lollobrigida, Tony Curtis.
No doubt most exhibitors have
played this one by this time. We
play UA after everyone else, but
as the week of June 30th was UA
week, we gave them two dates
and they received many nice
comments. We did all right at
the boxoffice, so we're happy.
Played Sun., Mon., Tues.—Bob
and Joyce Alexander, Park Theatre,
Braham, Minn. (Correction
on the population of our town.
It's now 960—we've grown since
the last census!)
Vera Cruz (UA)—Gary Cooper,
Burt Lancaster, Denise Darcel.
Personally, I hated this show and
comments were not very good.
There is too much slaughter and
I don't believe it is a family picture,
either. Business was just
like the picture—rotten. Played
Sat., Sun. Weather: Hot.—Harry
Hawkinson, Orpheum Theatre,
Marietta, Minn. Pop. 380.
UNIVERSAL-INTERNAT'L
Bundle of Joy (U-D—Debbie
Reynolds, Eddie Fisher, Adolph
Menjou. Fine movie, but no business
at all. The music in it just
killed it for me. Musicals just
don't go over at my theatre, and
if I hadn't been stuck for a picture.
I never would have played
it. Played Sun., Mon. Weather:
Pair and hot.—Victor Weber,
Center Theatre, Kensett, Ark.
WARNER BROS.
Giant (WB) — Rock Hudson,
Elizabeth Taylor, James Dean.
Most pictures go through the
cutting room, but not "Giant." I
don't believe they intended for it
to be so long, but after Dean got
killed they decided to make it
long and big. A lot of it could
have been left out and the picture
would have been a little less boring.
It did a little above average
business and I was hoping for
much more. Played Sun., Mon.,
Quotes on Letters
You recently published three
excellent articles. We enjoyed
and feel we should conunent on
them, because people who think
and take the time to put
their thoughts down on paper,
so the rest of us will know there
are others who share our problems,
and that each situation
has its own particular little
•griefs," The three articles, in
the July 6 issue, are too good to
read just once and forget.
Beginning with "Where Are
All the Showmen?" by Stewart
Sheldon. This letter should be
read again and again. It applies
to many of us, and expresses
exactly how we feel and think,
and there is a lot of encouragement,
too, for the exhibitor
as it
recalls other days of crisis
in the industry, as bad or worse
than these days.
Then there was the article by
Edith Lindeman of the Richmond,
Va., Times-Dispatch.
More truths. "Mass audience"
taste in pictures has not
changed. There is nothing anyone
could add to what Miss
Lindeman says, wish the "boys"
in Hollywood would STOP,
LOOK and LISTEN to this very
good advice, as to what the people
really want, and then DO
something about it. Here is one
"critic" with which we agree
wholeheartedly. Third — what
Elsie Loeb of Cleveland has to
say. Another "So True" article
which ends with, "By the time
we get a good picture, which has
been given a lot of expensive
publicity, it is so old the producer
has forgotten all about it
and is going all out selling his
next release." Again how very
true. Now, maybe, if more thinking
people take the time to write
"facts" as expressed in these
articles and BOXOFFICE
prints them, and more of us
"little fellows" each make a
little more noise about what
we need—there are so many of
us—just maybe the producers
might listen to our cries for
help out here in the wide open
spaces all over America, and
go back to first principles and,
give us more easy-to-enjoy pictures
of romance, action and
adventure to entertain the
masses, and that is what the
United States has the most of.
Give us comedy and don't forget
to "holler" for more color,
that is what the movie patron
asks for, (too many prepositions)
must end this right now.
BOB & JOYCE ALEXANDER
Park Theatre
Braham, Minn.
Tues. Weather: Fair and hot.—
Victor Weber, Center Theatre,
Kensett, Ark. Pop. 1,000.
Shoot-Out at Medicine Bend
(WB)—Randolph Scott, James
Craig, Angle Dickinson. Randy
Scott is still one of the best western
stars that Hollywood has. He
may be old, but over the years
he seems to be getting better.
Most fans know that his pictures
are good, and business was the
same way. Played Fri., Sat.
Weather: Fair and Hot.—Victor
Weber, Center, Kensett, Ark.
FOREIGN FEATURES DIGEST.
An alphabetical index by country of origin and by title of current
foreign-made product, together with an interpretative analysis of loy and
tradepress reviews. Symbols ond terminology are the some as those
employed in REVIEW DIGEST. Except where specified, foreign-longuoga
films carry English titles.
. ^ „ I
.1
I .« E fa s| i I
ARGENTINA
Dark River (90) Melodrama Times 4-28-56 :t H 3+1—
AUSTRIA
©Don Juan (85) Opera film Times 7-7-56+ ± + +4+ 6+1—
BRITAIN
Anoel Who Pawned Her Harp (73) Com...Dom'nt 4-28-56+ ± + ± 4+2-
Court Martial (105) Drama Kingsley 10- 1-55 + -1+ + H R+
©Dance Little Udy (87) Melodr Trans- Lux 12-24-55 + it
++
+ + tt 6+1-
His Excellency (84) Drama Brenner 4-28-56 ± ± + 3+2—
©John and Julie (82) Comedy-Dr Dominant 12- 8-56 + + H +- 5+
©Kid for Two Farthings, A (91) C-D Lopert 4-28-56 + ff 4+ + H # 10+
©Makc Me an Offer (88) Comedy Dominant 4-7-56+ ± ± + tt 6+2—
©Richard III (162) (8 Shakes. Drama Lopert 3-17-56++ + +f tt ++ #11+
©Wee Geordie (94) Comedy Times 11-10-56 + + + +- tt 4+ 8+
FRANCE
6+2—
Adorable Creatures (108) Comedy Cont'l Dis 1-14-56+ ± tt ± +
Diabolique (107) Horror-Drama UMPO 3-3-56++ ± ++ + ++ 101+
++
Doctors, The (92) Drama Kingsley 1- 5-57 ± ± + ++ 5+2—
French They Are a Funny Race ..Confl Dis. ++ 3+
(S3) +
Fruits of Summer (102) Comedy Ellis + ± 5+3—
8-11-56+ ± — +
©Grand Maneuver, The (107) Rom. Comedy UMPO 12- 8-56 + + + ++ ++ 7+
Heartbreak Ridge (86) Documentary- Dr Tudor 6-11-55+ + ++ ++ + 7+
If All the Guys in the World (95) Adv BV 6-22-57+ -|-
+ +f f+ 7+
Girls Inside a Dormitory (100) Mystery Ellis 11-17-56 ± ++ 3+1—
La Sorciere (97) Drama Ellis 3- 9-57 + + 6+ +
Lady Chatterlcy's Lover (102) ..Kingsley
+
±
++
2+2—
Drama ±
Letters From My Windmill (116) Comedy.. Tohan ft + 9+
4-21-56+ + 4+ H
. 6-23-56 ± + + ©My 7 Little Sins (98) Comedy/Songs.
©Nana (122) the Emile Zola novel
Kingsley
Times
+
+
+
++
++
+
7+1—
"+
One Step to Eternity (94) Drama Ellis 1-28-56+ ± + + 4+1—
8- ©Only the French Can (93) Cos. Musical. .UMPO 4-56 + f+ ± + +f 7+1-
©Pantaloons (93) Comedy Satire UMPO 5-4-57+ ++ + ++6+
Papa, Mama, the Maid & I (94) Com.. Col. Infl 11-10-56 + + ++ 6+
++
Proud and the Beautiful (94) Drama Kingsley 9- 1-56 ++ + + ++ 9+1—
++ ±
Rififi (119) Crime-Suspense Drama UMPO 9-22-56++ ++ + ++ ++ 9+
©Royal Affairs in Versailles
(152) Historical Drama Times 5-4-57-+ + + + 4+-
Shecp Has 5 Legs (93) Farce-Comedy UMPO 11-26-55+ + + +1+6+
Snow Was Black, The (105) Drama Cont'l Dis 1-12-57 +f + + + + 6+
We Are All Murderers (118) Drama Kingsley 2-16-57 ++ ± +f ++ 7+1-
GERMANY
+ Dairy of a Lover (96) Comedy..- Grand Prize ++ 3+
Emperor's Waltz (107) Comedy/Songs. .. .Casino + + + 3+
Ust 10 Days, The (lU) Drama Col. Infl 5-12-56+ ++ + + + + 7+
GREECE
Barefoot Battalion (63) Drama 20th-Fox 5-6-54+ + + + H + 7+
INDIA
Awara (The Vagabond) (lOO) Drama Hoffberg ± — 1+2—
1^ (90) Drama URO ± + 2+1-
ITALY
Bed, The (101) Episodes Getz-Kingsley 8-13-55+ + ± ± 4+2—
Gold of Naples (107) Episode Drama DCA 4-13-57 ++ ++ ++ +f 9+
+
©House of Ricordi (117) Drama/Music. . 6-30-56+ + + rf tt +4 9+
Trans- Lux 11- 3-56 f+ +4 +r + + 44 ll>+
La Strada (115) Drama
©Madame Butterfly (114) Opera Film IFE 5-26-56+ + + +- + 44 7+
©Maddalena (90) Drama IFE 10- 8-55 + ± ± + 44 6+2—
Return of Don Camillo (115) Comedy IFE 7-7-56+ 44 + + + + 7+
©Riviera (8S) Drama IFE 11-10-56 ± + + 3+1—
Too Bad She's Bad (95) .Getz-Kingsley 1-21-56+ ± + 6+2-
Comedy. +4 ±
Umberto D. (89) Drama Harrison 12-31-55 4+ 4+ + ± 7+1—
Vitelloni (103) Satire Janus-API 2-9-57+
+
+4 — 7+1—
Drama ff -1+
White Sheik, The (86) Farce-Comedy. .Janus-API 12- 1-56 ± 4+ 4+2—
±
JAPAN
©Gate of Hell (89) Drama. . Harrison & Davidson 1- 8-55 +4 ft 4+ 4+ ++ ++ 12+
©Golden Demon
Hiroshima (85)
(95)
Documentary-Drama.
Drama Harrison
.Cont'l Dis
6-23-56+
7-30-55+
++
±
+ +4
+
4+
+
8+
4+2—
—
Imposter, The (89) Cost. -Drama Brandon 11-26-55 ± — ± 2+3—
Magnificent Seven, The (155) Dr Col. Infl 1-5-57+ + +4 8+
+4 4+
©Phantom Horse, The (90) Drama Harrison 8-4-56+ + f+ ft 44 8+
©Samurai (100) Drama Jacon 11-19-56 + +4 + + + ft 8+
©Yang Kwei Fei (95) Costume Dr..Buena Vista 11-17-56 ± + + + + 5+1-
RUSSIA
©Boris Godunov (105) Opera Film Artkino + it 2+1—
©Romeo & Juliet Ballet (96) Tohan 9-1-56+ +4 + ++4 7+
SPAIN
Marcellno (90) Drama UMPO ft ft ft +4 8+
SWEDEN
Naked Night, The (82) Drama Timet 7-21-56+ + + ± + 5+1—
YUGOSUVIA
Legends of Anika (85) Fantasy Grand Prize ± + 2+1—
I
12 BOXOFFICE BookinGuide : : August 3, 1957

lay end trodepress An Interpretive anolysis of reviews, ^h» plus and minus signs indicate
degree of merit. reviews, Listings cover current updated regularly. This department serves
olso OS an ALPHABETICAL INDEX to feature releoses. Symbol ij denotes BOXOFFICE
Blue Ribbon Award Winner. Photogrophy: © Color; © CinemoScope; ® VistaVision; ®Superscope;
® Noturama. For listings by company, in the order of release, see Feature Chart.
Review digest
AND ALPHABETICAL INDEX
++ Very Good; + Good; - Fair; - Poor; = Very Poor. In the summary -ff is rated 2 pluses, — as 2 minuses.
±^
2074 Abandon Ship! (100) Sea Drama Col 4- 6-57 ff + + + ± + ± 8+2-
2111 Abductors, The (80) .H) Susp. Dr. 20-Fox 7-20-57 ± ± ± ± 4+4-
2041 Abme Us the Waves (92) Sea Drama Rep 12-20-56 + +f + + +f ± 8+1-
2065©Accused of Murder (74) ® Crime.. Rep 3- 9-57 ± + + 3+1-
2110 ©Affair to Remember, An
(114) © Comedy-Drama, ,. .2Qth.Fox 7-13-57 ++ ff +f ++ tt +1- +f 14+
2066 ©Albert Schweitzer
(SO) Documentary DeRochemont 3- 9-57 + + +
2044 ©Anastasia (105) © Drama 20th-Fox 12-29-56 ++ +f H ++
2089 Angels of Darlcness (84) Dr ExcefSior 5-18-57 ±
2115ADache Warrior (73) Ri Western. .20-Fox 7-27-57 ± +
2024 ©Around the World in SO Days
(170) T-AO Fantasy-Adv U A 10-27-56 ++ +f +f ++
2071 Attack of the Crab Monsters
(64) Horror Drama AA 3-30-57— it +
—B—
2035 Baby Doll (114) Drama WB
2063 Bachelor Party, The (94) Drama UA
20S9 Badlands of Montana (75) ® W'n 20-Fox
20S2 Bailout at 43,000 (78) Action UA
2112 0Band of Angels (127) Drama WB
2048 ©Barretts of Wimpole Street. The
(106) © Drama MGM
2096 Battle Hell (112) War Drama DCA
2043 ©Battle Hymn (108) © Drama U-l
2099 Bayou (88) Outdoor Drama UA
2097 ©Beau James (105) ® CD Para
2108 Beginning of the End (73) Sc-F. ..Rep
2103 ©Beinardine (95) © Com/Songs. .20-Fox
2094 ©Beyond Mombasa (90) Adv. Dr...Col
2054 Big Boodle, The (83) Adventure UA
2074 Big Caper, The (84) Crime Dr UA
2049 Big Fun Carnival, The (90) Juvenile
Variety Film. .Artists Producers Ass'n
2054 ©Big Land, The (93) Western WB
2066 ©Bitter Spears (70) Adv. Doc. .. Brenner
2108 ©Black Tent. The (93) (J) Adv RFDA
2040 Black Whip, The (77) ® Wn. .20th-Fox
2038 Blonde Sinner (74) Drama AA
2112 Bop Girl Goes Calypso (79) Mus UA
2078 0©Boy on a Dolphin (111) © Dr. 20-Fox
2037 Brass Legend, The (79) Western UA
2013 ©Brave One, The (100) © Dr, RKO-U-I
2085 Break in the Circle (69) Action 20th-Fox
2111 Buckskin Lady (66) Western U A
2026 Bullfight (76) Doc, ... Pacemaker-Janus
2037 ©Bundle of Joy (98) Comedy RKO-U-I
2085 Burgler, The (90) Crime Drama Col
2080 Buster Keaton Story, Thi
(91) (S) Comedy-Drama Para
12
4+4+7+
+f +f 14+-
±L 2+2-
3+2-
++ ++ 14+-
- 3+4-

REVIEW DIGEST- Very Good; -r Good; — Fair; - Poor; - Very Poor. In the summary t+ is roted 2 pluses, — oi 2 minuses.
^ i^-s >

Opinions on Current Productions
Feature reviews
Symbol © denotes color photography; © ClnemoScope; ® VistoVlslon; ® Superscope; W Noturomo. For story synopsis on eoeh picture, see reverse side.
Omar Khayyam F 't^ .T\
Paramount ( ) 100 Minutes Rel. Aug. '57
1"'_4 It is to be expected that the discriminating and the
iiif sophisticated will—and, with considerable justification
lampoon this Arabian-Night's-ish spectacular as unadulterated
corn. But, given smart and intensive exploitation, it can
,
well develop into corn of the golden variety, as concerns the
cash drawers of the theatres into which the picture is booked.
And there are plenty of pegs upon which such business-building
ballyhoo can be hung. There are the lavish mountings with
which producer Frank Freeman jr., endowed the feature:
VistaVision; Technicolor; breath-taking sets; startling
special effects; daring and beautiful costumes; scantily-clad
femmes; vast scope; to name but a few. Then there is the
name-freighted stellar cast, the combined marquee weight
of which is not to be overlooked. True, the screen story
utilized to meld these opulent and physical accoutrements
is circuitously confusing and, in spots, as talky as a filibuster.
It fails to afford the troupers' proven talents much
chance to display themselves. Nor does the dated direction
of William Dieterle. Nonetheless, those ticket buyers who
are prepared to settle for unstinting munificence will feel
that they have been richly repaid for their investment and
they should be sufficiently plentiful to insure profits.
Cornel Wilde, Michael Rennie, Debra Paget, John Derek,
Raymond Massey, Yma Sumac, Margaret Hayes.
,,;,,
^

. . Meet
FEATURE REVIEWS Story Synopsis; Exploitips; Adiines for Newspaper and Programs
THE STORY: "The Fuzzy Pink Nightgown" (UA)
Jane Russell, movie star, is kidnaped before the premiere
of her latest film by Ralph Meeker, just released from
prison where he has been serving time for a murder he
did not commit, and Keenan Wynn. too kindly to make a
convincing thug. Jane soon discovers there is no criminal g_
intent but the hope of being paid by her studio for resulting l^^publicity.
Her producer, her agent, and a columnist—even
the police refuse to believe it is anything but a hoax. Jane
kidnaping can harm her career, they decide to make it real
by demanding ransom. At the last moment Jane sacrifices
her career by claiming she has hired the men to kidnap
her, thus clearing the way for her romance with Meeker.
EXPLOITIPS:
Play up the movie star kidnaping angle, similar to the sensational
one of recent date, to attract action fans. Publicize
the star's sex appeal and past successful performances. Emphasize
the comedy which points up the drama.
C.\TCHLINES:
Was this Sensational Kidnaping of a Movie Star a Hoax?
—Ifs the Old Story of a Star's Choice Between Her Career
and Ti-ue Love . Two of the Softest-Hearted Kidnapers
Who E\er Made a Snatch.

I iiiirliiae.
lis.
Hill
lilr
RATES: 15c per word, minimum S1.50. cash with copy. Four consecutive insertions for price
ol three. CLOSING DATE: Monday noon preceding publication date. Send copy and
• answers to Box Numbers to BOXOFFICE, 825 Van Brunt Blvd., Kansas City 24, Mo. •
GUeRinG
POSITIONS WANTED
Road man, experienced in booking, exploitation
and advance, boiidable. Wants connection witll
responsible stage, exploitation film or road sliou.
Bo^offliT. 7536,
Manatjer 30 years one comiiany. Married, sober.
Biiylnii. biKikine. top exploitation and ad man,
prefer Okialiom.i. Texas or central stales. Best
of rcfciciices. lioxoffice, 7550.
HELP WANTED
Wanted manaDer for d. ive-in tliealrc in middle
west. Send photoijrapii and references, ileply Boxnfice,
7543.
VJanted, theatre manaoer, experienced, conscientious
and sober. Give inliMnnitioii and
all
salary re'i'iired in first letter. Itenlies strictly
confidential. Location, subn ban lictroit. Itciily
to BoMoffice, 7551.
Wanted, operator for drive-ln theatre. Most
clean grounds and concessions. No drinkers or
drifters. $00.00 a week. Boxoffice, 7553.
Wanted manager, college town. Apply Arn
long arenit. Inc., Bowling Ci'een 1, Ohio.
EQUIPMENT WANTED
Wanted pipe organ. Wuilitzer, 3 or 4 manual.
Complete \Vill pay cash and remove at my expense.
Boxoffice. 7537.
Wanted, used theatre booth equipment. We dismantle.
I,eon .iarodsky, Lincoln Tlieatre, I'aris, 111.
Wanted, ten drive-in X L projectors, bases, sound
systems. X L or M X mighty ninety or exeeliite
lamps, drink machine, pupcorn. Will buy if price
is right. Write Box 66 or call 22W after 6 p.m...
Laurel Montana.
DRIVE-IN THEATRE EQUIPMENT
Antitheft device for speakers! Complete protection
for only 64 cents per streaker! Secure
yours now ag.iinst costly and repeated losses.
Our customers from coast to coast are happy!
Speaker Security Company, Dept. 42, Willow Ave.
at 17tli St., llnboken. N. J.
4" RCA replacement speakers with dust covers.
Begu'ar list, $3.95. now only S>9e in lots of 60
or moic! Cash with order only, sent piepjid.
Metro. Cramer Itoad. rouglikeepsie. New York.
improve your light! Ashcraft Hydro-arcs 85A
lamphouses (15" reflectors) w/85 ami) selenium
reclifiers, all excellent condition, $1,575. Liberal
trades. Time deals available. Dept. cc. S O.S.
Cinema Suiiply Corp., 602 W. 52nd St.. New
York 19.
Mil.
Drive-in speakers reconed. We buy used frames.
Speaker Bepair, 3312 Jopiin St., Joplin,
Your sprockets rcground tor Cinemascope. $3 00
eacli. Good used sprockets for '^iile in'^vTuiMpnt
,
^
$5.00. U!)per and lower and sonir .m;':| \:i
ground for Cinemascope. Lnii w K.i.ni
Service, 8548 San Fernando W.ii, |i

,N A SERIES OF IMPORTANT ANNOUNCEMENTS
with
the
industry's
biggest
talents .
STANLEY
KRAMER
SOON TO GO
mo PRODOCTIOH
INHERIT THE WIND
Produced and Directed by Stunlo,