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NEATEST TRICK
OF THE SEASON!

A whole new generation wants to see it. Others want

to renew happy memories of it. And Judy Garland

sings "Over The Rainbow” in it. So M-G-M brings you

its joyous entertainment "THE WIZARD OF OZ.”

♦

M-G-M presents "THE WIZARD OF OZ" starring JUDY GARLAND • Frank Morgan • Ray Bolger • Bert Lahr • Jack Haley
Billie Burke * Margaret Hamilton • Charley Grapewin • And The Munchkins • Color by Technicolor * A Victor Fleming Production
Screen Play hy Noel Langley, Florence Ryerson and F.dgar Allan Woolf • From the Book by L. Frank Baum • Lyrics by E. Y. Harburg
Music by Harold Arlen * Directed by Victor Fleming • Produced by Mervyn LeRoy • A Metro-Goldivyn- Mayer Masterpiece Reprint

PRE-TESTED! A PROVEN SUCCESS!
FIRST DATES ARE OUTSTANDING!

Ask your M-G-M Branch Today About

WIZARD OF OZ

SALT LAKE CITY- 3rd Week!

Doing almost 3 times average re-release business.

NEW YORK CITY

Close to record holder of Normandie Theatre. Off to a long run.

INDIANAPOLIS

Re-release terrific. Doing NEW picture business and topping many new
attractions of the past year.

COLUMBUS

First week equals '^Executive Suite.” Doing TWICE the average re-release
business.

JOY WITH JUDY!

OZ” PROMOTION IDEAS!

'Roll up
your sleeves!”

TRAILERS: Endorsement over P. A. system. Advance
teaser copy trailer followed by regular trailer. "OVER
THE RAINBOW”: Song was plugged several weeks
in advance inside the theatre and in the lobby. LOBBY:
Cut-out letters over entrance doors. 40 x 60 in foyer.
Illuminated still and cut-out board. NEWSPAPERS:
Critics urged to re-review the picture. Enlist aid of movie
editors. RADIO AND TV: M-G-M Records and Decca
have albums and window display cards. WINDOW
DISPLAYS: Travel agency tie-up. "Happy Land of Make
Believe to Happy Land of Sunshine.” BOOK STORES:
Oz ’ books. Good displays for windows and ads.
SCREENING: For staffs of college and high school

newspapers, also for Teen Council. MAILING: To mem-
bership of local Film Society and to local women’s clubs
for bulletin boards. BALLY: Walking book used several
days before opening, also at schools. LIBRARIES:
Natural for local library tie-up with stills. SPONSORSHIP:
One individual, amusement editor or columnist makes
the appeal that it was by his personal intervention that
the picture has been brought back. He continues to
plug it, arranges stunts. CHILDREN’S SHOW: A
popular local TV children’s show stages a contest, "Why
I Like This Show.” Prizes are tickets to a special
screening Saturday morning. GET FREE PRESS BOOK
FROM NATIONAL SCREEN SERVICE.

Have you mailed your Audience Awards Nominations?

Mew FRc>l_e !

THE GIGANTIC JACK WEBB CROSS-COUNTRY
TOUR BEGINS JULY 27!

It’s a showmanship dream come true! Jack Webb meets the
public and press in person in a month-long city-by-city
build-up that knows no equal! Newspapers, TV and Radio

AS PETE KELLY

It was th^

wide-open 20s - and. you got great hiusic,bad booze
^^tand a bullMif you didn't jump for the mob... This i|^t;Kf
^^ory 0* man who wouldn't jump — Pete Kelly, .who
play^ a horn and packed Rudy's joint witfeb&s
f: -.Pete Kelly , who had nothing to lose —

the most gorgeous dame in the

They’ll hear
the new hit
Pete Kelly's
Blues’-and
the great
jazz-tunes
of the times!

will beam a barrage of publicity across the land!

AND!! ON SUNDAY, JULY 24, JACK WEBB stars in
the COLGATE VARIETY HOUR on NBC-TV-
the entire show devoted to PETE KELLY’S BLUES !

Reminder from COMPO: Did you mail your nominations for Audience Awards 7

REMEMBER “GENTLEMEN
PREFER BLONDES"? WANT
ANOTHER ONE LIKE “HOW
TO MARRY A MILLIONAIRE"?
WASN’T IT GREAT WITH
“THERE'S NO BUSINESS

LIKE SHOW BUSINESS”?

NOW 20th
BRINGS YOU

HOW
TO

-fi

POPULA

Produced, Directed and Screen Play by NUNNALLY JOHNSON

COLOR by DELUXE • A

Picture

20th Century Fox presents BETTY GRABLE • SHEREE NORTH • BOB
CUAAMINGS • CHARLES COBURN • TOMMY NOONAN in "HOW TO
BE VERY, VERY POPULAR" with Orson Bean • Fred Clark

'7f's a pleasure
to do business
with 20th i*'

MOTION PICTURE HERALD

MARTIN QUIGLEY, Editor-In-Chief and Publisher

Vol. 200, No. I

MARTIN QUIGLEY, }R., Editor

July 2, 1955

Discovering the Code

by MARTIN QUIGLEY

ALENT guilds In Hollywood have rather suddenly come to
sit up and take notice of the Production Code and the
Production Code Administration.

Up to now the Code and the board which administers
it have had to struggle along with little or no public or private
support from the talent guilds. Among the memberships of
the talent guilds have been many of the most vocal and
acidulous critics of the Code and everybody and everything
connected with it.

But all this Is now changed and quite abruptly, too. Resolu-
tions have been passed which imply an endorsement and
acceptance of the Code that has hitherto been conspicuously
missing, together with a pat on the back tor Geoffrey Shurlock,
the director of the Production Code Administration. So far so
good, a couple of decades late but still good and still welcome.

Unfortunately the story of the actions taken by the guilds
becomes from here on one whose artfulness is clearly showing.
The adroitly masked gimmick which quite obviously prompted
the resolutions is the somewhat silly contention that the Pro-
duction Code Administration Is Infallible and that its decisions
are not subject to any criticism anytime, anywhere.

Many persons of good common sense will laugh quietly at
the folly of the guilds in allowing themselves to be maneuvered
into this position. Among these will be the members of the
British Board of Film Censors, Including its distinguished and
capable secretary, Arthur Watkins. This board is of course a
very important Institution in the very important British market.
The Ideas and actions of this board are of vital concern to the
American Industry.

The British board has made no secret of its respect for the
United States Code or of its belief that pictures made in con-
formity to our Code thereby generally qualify for acceptance
under their own rules and regulations. Yet some ten pictures
recently awarded certificates of approval by the Production
Code Administration have gotten into serious trouble with the
British board. It would appear that the British board has an
opinion that the Production Code Administration — in keeping
with every other human agency — can make an occasional mis-
take.

A CURIOUS bit of intrigue is suggested in the fact that
the talent guilds, long known, generally speaking, as no
friends of the Production Code, suddenly break out In
defense and approval of the Code right at a time when the
important British Board of Film Censors and other Institutions
and individuals believe that there has been In recent months
a deterioration in the application of the principles and regu-
lations of the Code. The apparent purpose and Intent Is to
raise a backfire to becloud and confuse the questions that have
been raised about certain recent pictures. The wily maneuver
will fool no one, except possibly some of those who allowed
themselves to be led into the action taken.

It will be of no help to the Production Code, the Production
Code Administration or Geoffrey Shurlock, its conscientious,
able and experienced director. It will not unwrite the record

of the mistakes that have been made or prevent new mistakes
that undoubtedly will be made from time to time In the future.
It will still no criticism of past mistakes, nor will it stop criti-
cism that may be expected when grave and numerous mistakes,
misjudgments or oversights reappear.

The motion picture in its public relations cannot enjoy a good
name by resort to deceit, bombast or blindness. No miracles
of superhuman attainment are expected to insure a good repu-
tation. But a smokescreen effort such as the resolutions of the
Hollywood talent guilds, in face of the recent appearance of
a number of pictures which contain subject matter and treat-
ment not to be justified with the principles and the regulations
of the Production Code, serves no useful or legitimate
purpose.

What Is needed is renewed watchfulness and determination
on the part of Geoffrey Shurlock and his staff of capable and
experienced associates. What is needed also is some reason-
able recognition in executive quarters in the industry of the
great responsibility which the Production Code Administration
carries virtually single-handedly. The good name of the motion
picture and the Industry depends more upon the work of this
institution than any other single factor.

Yet its members with very little in the way of support and
encouragement, receiving financial compensation at modest
rates for long and arduous hours of work, are expected to
prevail invariably over the wilfulness of creative personnel of
abundant talent and powerful position.

SOUND judgments under the Code on the vast and com-
plex range of moral and social problems that appear In
story material which comes under consideration in Holly-
wood are at times most difficult, aside and apart from the
pressures of one kind or another that interested persons apply
to gain their particular objectives. But in face of such pres-
sures, unrelentingly and cleverly applied, the wonder is not
that mistakes are made but, rather, that the number made are
as few as they actually are.

Over the past twenty-five years the Code In Hollywood has
had an eventful career. Aside from responsible and Informed
executive circles It has repeatedly been misrepresented,
assailed, ridiculed and ignored. Recently, it appears, there has
come a long-overdue awakening among persons of a type who
are sharply resentful of criticism from whatever source, that if
Hollywood did not have the Code it would not merely be in a
little hot water once in a while but In a lot of hot water all
the time.

With this realization and in the absence of any genuine
knowledge of the Code, what it is and how it functions, it has
been just one easy step to the position such as that Implied in
the resolutions of the talent guilds under which the Code and
its administration are hailed as infallible — and let no man dare
raise a breath of criticism! This is pure rot which lacks even
the complexion of sincerity. It serves no worthy purpose.

The Production Code represents a pledge of high purposes
on the part of all responsible elements in the American indus-
try. It is a commitment that is not easy or simple to fulfill.
Its best chance of fulfillment lies in the policy of honestly
recognizing mistakes when they appear and then promptly
proceeding to steps to prevent their recurrence. To this end
intelligent cooperation is needed from all elements of the
industry — and gestures at whitewash from none!

cjCettefd to tlie ^J^et'ccid

The Toll TV Issue

To THE Editor :

I notice in your issue of The Herald
of June 25, an item concerning a bill I
have offered to prevent “gas meter’’ or “pay
as you see TV.’’ Mr. Arthur Levey, presi-
dent of Skiatron. is quoted as saying that
my measure would be helpful to Toll TV
interests bj- bringing the issue to a head.

It seems to me it has already been brought
to a head, judging by the avalanche of mail
I have received from all parts of the coun-
try and it is presently running 30 to one
in favor of FREE TV. I am told the FCC
has also received opinions from the four
corners of the land on this subject and that
the preference is overwhelmingly in favor
of free TV. As a result, I am quite sure
the FCC would not run counter to the great
weight of such opinion and unleash pay TV
on the country. Therefore, IMr. Levey is
right. My measure has been helpful in
bringing the issue to a conclusion, and the
problem has been resolved by opposition to
Mr. Levey’s proposal. — EMANUEL CEL-
LER, House of Representatives, Washing-
ton, D. C.

What's the Recipe?

To THE Editor:

In the issue of The Her.ald dated June 18
in reference to the letter headed “An Ex-
hibitor’s Recipe.’’

Several exhibitors have mentioned this
to me and we are curious as to the size
town this exhibitor operates, policy, etc.
Don’t care about his name or his town.

.•Mso might he be kind enough to write
an article on how he turns most anything
into a smash hit? From his article you
would think he does just that — and if he
does — this industry would surely benefit
from his experience. — /. GLENN CALD-
WELL, Princess-Caldwell Theatres, Aurora,
M issouri.

[Editor's Note: The zvriter of the letter,
“An Exhibitor’s Recipe,” operates a cir-
cuit of seven theatres in toivns of 250,000
and 45,fKK) population, respectively.

Personal Contact

To THE Editor:

A recently published letter in The Herald,
by a writer who chose to remain anony-
mous, suggested that exhibitors refrain from
decrying the high cost of rentals, and return
to the fundamentals of showmanship, in-
stead. Among the salient points mentioned
was that of personal contact between the
manager and his patrons.

.Although the example stated in the letter,
that of a TV personality’s fan following,
may not be analogous to that of a theatre

manager’s situation, it stressed the element
of personality, which is in itself an impor-
tant aspect of showmanship.

The immediate contact between manager
and patron is the best possible means of
forging goodwill between the public and the
theatre, a factor too readily overlooked.

In many instances, particularly in key
spots of metropolitan areas, the manager
can’t be generated in any other fashion,
because of his absence from the floor, or a
self-imposed, regal air of aloof detachment
when he is about.

I have found that getting to know the
patrons has created an air of cordiality that
can’t be generated in any other fashion.
Standing in the lobby, greeting the incom-
ing patrons with a cheery “Good evening’’
during the peak periods of business serves
many purposes. Not only does it stimulate
staff members to exert a greater effort in
the same direction, but also encourages
patrons to speak freely about matters per-
tinent to the business.

This measure of hospitality should not be
reserved ffir adults alone. Children are im-
portant, as the potential adult movie-goers
of tomorrow. When dealing with a teen-
age audience, it is of paramount importance.
Getting to know them by name, with a basis
of friendship, will be a primary factor in
curbing rowdyism in the theatre, and facili-
tate the task of handling the unruly ones.

When dealing with a patron’s complaint,
it is much easier to settle the matter if
patron and manager know each other. The
general public takes pride in the theatres
they attend. It engenders a deeper feeling
of being a part of it if they are on a speak-
ing basis with the manager.

All this calls for but a little initiative on
the manager’s part. In a sense, it’s funda-
mental operation, yet how many managers
are actually known by a big percentage of
their audience?

Huge sums are invested by producer and
exhibitor in selling their product. When it
comes to selling the theatre as an integral
part of the community, and to public rela-
tions, no one can do it like the manager.

Gentlemen, this is a competitive field. The
motion picture industry is a great one ; the
manager’s role is a key one. Know your pub-
lic!— MELF/V ARONSON, Manager,
Century’s Kingszvay Theatre, Brooklyn,
N. V.

Indians

To the Editor:

If you don’t think the public can get
enough Indian pictures, here’s a list I have
had and still haven’t disposed of more that
are to come : “Drum Beat,” “They Rode
West,” “Yellow Mountain,” “White Feath-
er,” “Smoke Signal,” “Charge at Feather
River,” “.Santa Fe Passage.” — /. C. BALK-
COM, Gray Theatre, Gray, Georgia.

MOTION PiaURE HERALD

July 2. 1955

Page

ALLIED unit urges new sales plan for
"top films” 12

U. S. tells Allied circuit expansion

plans closely watched 12

CINE-MIRACLE is National Theatres'
entry in techniques arena 13

DISNEY'S "Circarama" — and around
and around we go 13

UNITED ARTISTS to have twenty-six
films by year's end 16

"HEART" of Variety big, annual
tents' report proves again 1 7

POPE PIUS discourses on importance
of the art of the cinema 18

PARAMOUNT'S sales drive in tribute
to Barney Balaban 22

CEA in Britain engaged in putting its
house in order 24

NATIONAL SPOTLIGHT— Notes on
personnel across country 32

SERVICE DEPARTMENTS

Refreshment Merchandising 42-54

Film Buyers' Rating 3rd Cover

Hollywood Scene 25

Managers' Round Table 37

People in the News 30

The Winners' Circle 28

In for JULY

Section begins opposite 54

ADAPTING Theatres to Wide-Screen
REMODELED Kenmore in Boston
OPTICAL Efficiency in Projection

IN PRODUCT DIGEST SECTION

REVIEWS f/» Product Digest): The Man
from Laramie, House of Bamboo, Francis
in the Navy, Bring Your Smile Along, The
Road to Denver, Wakamba! The Naked
Heart

Showmen's Reviews 497

Short Subjects 498

The Release Chart 500

MOTION PICTURE HERALD, published every Saturday by
Quigley Publishing Company, Inc., Rockefeller Center,
New York City 20. Telephone Circle 7-3100; Cable address,
"Quigpubco, New York", Martin Quigley, President;
Martin Quigley, Jr., Vice-President; Theo. J. Sullivan.
Vice-President and Treasurer; Raymond Levy, Vice-Presi-
dent; Leo J. Brady, Secretary; Martin Quigley. Jr., Editor;
James D. Ivers, News Editor; Chorles S. Aoronson, Produc-
tion Editor; Floyd E. Stone, Photo Editor; Ray Gallagher,
Advertising Manager; Gus H. Pause!, Production Manager.
Bureaus: Hollywood, Samuel D. Berns, Manager; William
R. Weaver, editor. Yucca-Vine Building, Telephone Holly-
wood 7-2145; Chicago, 120 So. LaSalle St., Urben Farley,
odvertising representative, Telephone Financial 6-3074:
Washington, J. A. Otten, Nationol Press Club; London,
Hope Williams Burnup, manager, Peter Burnup, editor, 4
Golden Square. Correspondents in the principal capitals
of the world. Member Audit Bureau of Circulotions. Other
Quigley Publications: Better Theatres and Better Refresh-
ment Merchandising, each published thirteen times a^ year
as a section of Motion Picture^ Herald; Motion Picture
Daily, Motion Picture and Television Almanac, Fame.

MOTION PICTURE HERALD. JULY 2. 1955

C^n the

opizon

MULTI-TAX PROBLEM

A special government commis-
sion, studying the relation of
the Federal, state and local
governments, for the past two
years, announced there was no
pat solution to the problem of
overlapping taxes. In the
year ending June 30, 1953, the
Federal Government collected
$416,000,000 from amusement
taxes while the states collected
$19,000,000.

PACT TALKS

The Herald's London corre-
spondent reports industry ob-
servers there say that negotia-
tions for renewal of the Anglo-
American film agreement are
scheduled for London this year.
The British Board of Trade and
the London office of the Motion
Picture Association are now
waiting for the date to be fixed
by Eric Johnston, MPA presi-
dent .

PREDICTION

Sufficient stock subscrip-
tions to Exhibitors Film
Finance Group will be on hand
by October, when Theatre Own-
ers of America holds its annual
convention in Los Angeles, to
permit the start of active oper-
ations. That is the prediction
in a current TOA bulletin.

NEW CABLE

Much publicized, the new cable
from Great Britain to the United
States will not carry television
programs. It will do many things
— carry 36 telephone conversa-
tions simultaneously, for in-
stance— but it is unsuitable for
television. And so the day of
transatlantic TV cable trans-
mission remains distant.

SUCCESS

Columbia reports its "Dial
Jimmy Stewart" promotion a ring-
ing success in the eight cities
where it is now in operation.
In New York, its success was
overwhelming even before it had
officially begun. The idea is a
phone number, listed in the
newspapers, which anyone can
call and receive a recorded mes-

sage from Mr. Stewart on "The
Man from Laramie." In New York,
where the plan was not to start
until July 1, it was tested for
one day. The 5,400 calls re-
ceived backed up the entire
Plaza 7 exchange.

WHAT SHORTAGE?

If the top dozen theatre cir-
cuits were to emulate the Na-
tional Theatres entry into the
production and roadshowing of
special-type pictures, reported
at length on page 13, what would
become of the product-shortage
in about as long as it takes to
say Elmer C. Rhoden?

^ TEXAS

Claude Ezell, of Texas and
operator of the large Ezell Cir-
cuit of drive-in theatres, said
in Dallas this week that nego-
tiations are under way for sale
of the circuit to another Texas
operator, E. L. Pack, of El
Paso. If the deal is consum-
mated— and at press time it had
not been — the fabled financial
giant, Clint Murchison, will be
somewhere on the buying end.

}Q OFF

Producer Michael Todd — he of
the Todd-AO process — kicked off
the start of production on his
forthcoming film version of
Jules Verne's "Around the World
in 80 Days," by taking two plane
loads of industry press and per-
sonality down to Tijuana, Mex-
ico, from Hollywood Monday to
see co-star Cantinflas perform.

DIAL TURNER

What you often have longed to
do to your television set, soon
will be possible. Shoot the
danged thing ! Zenith Radio Cor-
poration, that wreaker of mira-
cles like Phonevision, has
brought this about. Within the
next month, it promises, will
appear its Flash-Matic sets',
along with a small widget,
shaped like a pistol. Aim it at
the set, and turn it off. On,
too.

J. A. Otten-William R. Weaver-

Vincent Canby - Floyd Stone

WHEN AND WHERE

July I I : Deadline for the filing with the
Federal Communications Commission
of answering comments on toll television
briefs, Washington, D. C.

July 15: Pittsburgh Variety Club, annual
golf tournament and dinner dance. High-
land Country Club, Pittsburgh.

July 25: Annual golf tournament of the
Variety Club of Indianapolis, Broadmoor
Country Club, Indianapolis.

July 26: Annual golf tournament of the
Motion Picture Theatre Owners of Con-
necticut, Racebrook Country Club,
Orange, Conn.

August 15-20: Audience Collection Week
to benefit Will Rogers Memorial Hos-
pital and Research Laboratories.

August 26: Annual golf tournament and
dinner dance of the Variety Club of
Washington, D. C., Manor Country Club,
Norbeck, Maryland.

September 19: Annual stag outing of the
Motion Picture Association of Kansas
City, Mo., Hlllcrest Country Club, Kan-
sas City.

September 30-October 2: Second annual
convention of the Women of the Motion
Picture Industry, New Orleans.

October 3-7: Seventy-eighth semi-annual

convention of the Society of Motion Pic-
ture and Television Engineers, Lake
Placid, New York.

October 6-9: Annual convention of Theatre
Owners of America, Blltmore Hotel,
Los Angeles.

October 26: Annual convention of the

Motion Picture Theatres Association of
Ontario, Toronto.

October 31: Annual convention of the

national committee of the Motion Pic-
ture Exhibitors Associations of Canada,
Toronto.

November 1-2: Annual convention of the
Motion Picture Industry Council of Can-
ada, Toronto.

November 2: Annual award dinner of the
Canadian Motion Picture Pioneers, To-
ronto.

November 4: 17th annual dinner of the

Motion Picture Pioneers, honoring Her-
man Robbins as "Pioneer of the Year,"
Waldorf Astoria Hotel, New York City.

November 17-27: Final balloting In the
first annual Audience Awards Poll spon-
sored by the Council of Motion Picture
Organizations.

MOTION PICTURE HERALD, JULY 2, 1955

by the Herald

BREAKFAST at the Ambassador, New York, with
the press. Joseph Newman, producer-director, and
Vic Orsatti, president, tell about plans tor their
Sabre Productions. They go first to Europe to pre-
pare locations for "Flight from Hongkong," their
first picture. They also intend to make "In the
Depths of Space," "Prelude to Murder" and pos-
sibly "Sir Pagan." They are expected by United
Artists to deliver two films yearly. Their first would
have been "This Island Earth," but they sold the
screenplay to Universal. They feel science fiction
is highly appreciated; they also report financing
easily available tor the "right story."

BERNARD LEWIS, until recently
exploitation chief at IFE Releas-
ing, and a veteran in industry
showmanship, this week was ap-
appointed advertising, publicity
and exploitation director for Times
Film Corporation, New York.

A SPEAKER, and a new president. George Gaughan,
Theatre Owners of America field representative,
tells the Virginia Motion Picture Theatre Owners,
meeting at Old Point Comfort, about the Exhibitors
Film Finance Group. At his side, Seymour Hoffman,
Richmond, elected the unit’s new president.

^Ltd

wee

Ictur^

THE BIG SHOW. Some of the principals at the
international convention of Titanus Films, Italy's
oldest company, last week at the Rome Exposition
Grounds. Above, Eitel Monaco, president of
ANICA, Italian producers-distributors' organiza-
tion; at the right. Dr. Goffredo Lombardo, Titanus
president, left, and Martin Quigley, Jr., editor of
The HERALD. The convention was unique in Euro-
pean film history, touched everywhere with what
Americans call "savvy" and sales promotion.
Among the 1,000 guests were 100 distributors and
50 journalists from outside Italy.

THE BONUS, right. Lee
Heidingsfield of RKO
Pictures, Cincinnati,
gives to Max Milbauer,
right, owner of the Bel-
mont drive-in, Dayton, a
check tor $100, the
award for buying two
SuperScope lenses at
the regular price of
$395. Mr. Milbauer may
apply the money toward
a SuperScope picture.

■

FELICITATIONS, upon an appointment. The recipient
is F. E. Hutchinson, right, new managing director in
Great Britain tor Paramount Film Service, Ltd., and
congratulating him is J. E. Perkins, who recently was
elevated to executive vice-president ot Paramount
International.

THE GREAT HEART AWARD, from the Variety Club of New
England, goes to Rudolph King, Massachusetts Registrar of
Motor Vehicles. Mr. King is treasurer of the Jimmy Fund,
Variety Club-sponsored campaign for child cancer victims. Mr.
King, left center, receives the plaque from Dr. Sidney Farber,
scientific director of the Children's Cancer Research Foundation.
Center, Ted Williams, Boston Red Sox player. With the men,
Samuel Pinanski, George Hoover, John Rowley, John B. Dumestre
and Martin J. Mullin. Variety Club and the ball club sponsored
the awards dinner June 20 in Boston. For a Variety Club Inter-
national "Heart Report" see page 17.

by the Herald

THIRTY-ONE per cent ahead of last year. That's the estimate of billings mads
Tuesday morning in New York by William J. Helneman, distribution vice-president
for United Artists. Mr. Heineman promised release between June I and Decem-
ber 31 of at least 26 pictures. Right, Bernard Kranze, general sales manager.

J. H. STRAUSS, chairman of the board ot the Quebec
Theatre Owners Association, a New York visitor last weekend,
confirmed talk of affiliation with the TOA, and said there now
is exchange of business information. His unit has established
a film buying service, he noted.

THESE are the Foys —
the seven little ones,
and papa, whom you
will recognize as the in-
effable Bob Hope. The
scene is from Para-
mount's historic "The
Seven Little Foys," the
story of vaudeville's
famed Eddie Foy, Sr.,
which the company
opened Wednesday eve-
ning at the Criterion
theatre. New York. Para-
mount chose to tell the
story in its VistaVision.
It also chose as its open-
ing night charity the
United Cerebral Palsy
Fund.

XEW “TOP FILM”
POLICY CRGED

Circuit Mfeuts
llVutchedt V.S,
Tells Allied

Jersey Allied Offers Plan;
Joint Group Talks with
More Sales Heads

Students of intra-industry trade practices
this week were awaiting- the outcome of
talks of the joint Allied States Association-
Theatre Owners of America committee with
top officials of several more major com-
panies. and had for their consideration a
“top picture” sales policy formula which the
New Jersey Allied unit was recommending
to the national body.

The proposed “top picture” for-
mula, which was contained in a
resolution passed at New Jersey
Allied’s three-day annual meeting
late last week at the Concord Hotel
near Monticello, N. Y., provided that
all such pictures be sold on a sliding
scale to allow a reasonable profit to
the exhibitors; that there be a ceil-
ing based on run, with the first run
ceiling fixed at 50 per cent; second
run, 35 per cent, and all other runs
at 25 per cent.

The formula, which was arousing no pre-
liminary excitement whatsoever among dis-
tributor spokesmen, also contained another
provision, based on the above sliding scale,
to the effect that any theatre whose average
price for top pictures is $200 or less, would
buy all pictures on a flat rental basis.

The joint exhibitor group on trade prac-
tices, which already has met with top ex-
ecutives of 20th Century-Fox, Loew’s,
Paramount, Columbia and RKO, began a
new round of conferences Tuesday. In the
morning, talks were held at the Warner
Brothers home office with Ben Kalmenson,
vice-president and general sales manager,
and in the afternoon similar discussions were
held at the Universal home office with Mil-
ton Rackmil, president ; Alfred Daff, vice-
president and world-wide sales manager ;
Charles Feldman, vice-president and general
sales manager, and Ray Moon, assistant to
the general sales manager.

Martin, Shor Head Group

Heading the exhibitor group were E. D.
Martin, president of TOA, and Rube Shor,
president of Allied. With them were Walter
Reade, Jr., of TOA, and Wilbur Snaper,
Ben Marcus and Irving Dollinger, of Allied.
On Wednesday conferences were continued
with Republic Pictures and Allied Artists.

In a statement issued Wednesday night,
the ciunmittee said it was arranging talks at
United ArtiTs, to conclude the program,
and that TOA and Allied members would
report shortly to their respective organiza-
tions on the results of the conference series.

The New Jersey Allied unit’s sales for-
mula was in a resolution passed by the con-

vention. The resolution, addressing its pro-
posal to the Emergency Defense Committee
of Allied States, pointed up the “lack of
profits” situation of many theatres grossing
more than $1,000 a week as well as those
theatres grossing less per week. While the
resolution commended the EDC for its ef-
forts on behalf of theatres grossing less than
$1,000 per week, it said remedial measures
should be taken for the larger theatres too.

Continued the resolution : “Should the
EDC . . . fail in its efforts to obtain such
a sales policy, we then recommend to it,
that they examine closely the sales policy
of each company and of each picture as it
is released and advise all Allied members
in the country whether it is their considered
judgment that these policies should be ac-
cepted or pictures should be played because
a reasonable profit can be made, or should
not be accepted or played because no profit
will be left to the exhibitor.”

In the course of the convention Wilbur
Snaper stepped down as president of the
New Jersey unit after a five-year tenure
of office. Elected as the new president was
Sidney Stern, president of Columbia Thea-
tres, a former vice-president of the unit.

Other officers elected were : Louis Gold,
vice-president ; John Harwan, vice-presi-
dent; William Basil, secretary; A. Louis
Martin, treasurer ; Harry Sheer, sergeant-
at-arms, and Irving Dollinger, chairman of
the board and the unit’s representative to
Allied States.

Directors Are Elected

Directors were elected as follows: Henry
Brown, Maurice Spewak, Howard Herman,
John Fioravanti, Herb Lubin, Mr. Harwan,
Jack Unger, William Infold and Richard
Turletaub.

The meeting, which was attended by some
240 exhibitors from other nearby states as
well as by New Jersey theatre men, also
passed a resolution endorsing the Audience
Awards campaign sponsored by the Council
of Motion Picture Organizations. A resolu-
tion of commendation also was passed prais-
ing the outgoing president, Mr. Snaper and
Mr. Dollinger for their work on EDC.

The EDC, to which the sales price for-
mula was recommended, will meet shortly,
probably soon after this week’s series of
conference with the film companies.

Century Elects Officers

The board of directors of Century Cir-
cuit, Inc., met Tuesday in Jersey City, N. J.,
to elect the following officers : Henry C.
Miner, chairman of the board; Leslie R.
.Schwartz, president; Samuel Goodman, first
vice-president; Andrew A. Nelson, second
vice-president; Martin H. Neuman, secre-
tary-treasurer ; Dorothy Barko, assistant
secretary.

WASHINGTON : The Justice Department
has notified Allied States Association that
it tries to make sure that exhibitors have
advance notice on proposed theatre acquisi-
tions by the divorced circuits.

Allied recently protested to Justice on
this point, urging the department set up
machinery insuring exhibitors affected by a
proposed acquisition the right to protest
and present the facts to the court passing
on the acquisition.

A reply from Justice has now been sent
Allied, it was understood, and in it Justice
defends its present procedures as adequate.
The department has assured Allied that it
does attempt to get and investigate all re-
evant facts as to the effect an acquisition
might have on independent exhibitors, and
that it tries to make sure that there is full
publicity in the trade press on the proposed
acquisition, so that exhibitors can bring to
the department any pertinent information.
The reply indicates that exhibitors cannot
present this information directly to the
court, but that Justice will be careful to
represent the independent exhibitors ade-
quately in any of these cases.

Exhibition Leaders Attend
"Stranger" Bow in New York

More than 100 circuit heads and indepen-
dent exhibitors attended the preview of
Stanley Kramer’s “Not As a Stranger” at
the Capitol theatre in New York Tuesday
night. Gloria Graham, who co-stars in the
United Artists release with Robert Mitchum,
Olivia DeHavilland and Frank Sinatra, led
the list of entertainment personalities in
the audience. Among the exhibition leaders
present were S. H. Fabian, Leonard H.
Goldenson, Harry Brandt, Walter Reade,
Jr., Samuel Rinzler, Sol A. Schwartz, Spyros
Skouras, Jr., and Wilbur Snaper. The film
also received a benefit premiere at the War-
ner Beverly theatre, Los Angeles, Wednes-
day night, with proceeds going to the Mt.
Sinai Hospital.

Fox Renovates Buildng
For TV Subsidiary

HOLLYWOOD: Renovation of the old

Motion Picture Research Council building
on the Fox Western Ave. lot has been start-
ed under supervision of studio manager
Harold Lewis as part of the $2,000,000 re-
furbishing program for TCF Television
Productions, the 20th Century-Fox TV sub-
sidiary. The interior will be completely re-
done to provide additional office space for
TCF as well as for outside companies rent-
ing space on the lot, according to Mr. Lewis.
The council recently moved to another loca-
tion after having been on the Western Ave.
lot 10 years.

MOTION PICTURE HERALD. JULY 2. 1955

CINE-MIRACLE: NATIONAL
THEATRES’ DERRY ENTRY

DISNEY'S 'CIRCARAMA" AND
AROUND, AROUND WE CO

One Booth for 3-Filmstrip
Pictures Demonstrated;
Circuit Will Produce

by WILLIAM R. WEAVER

HOLLYWOOD : Last week Thursday tall,
lean, candid Elmer C. Rhoden, president of
National Theatres, Inc., exploded two news-
bombs in the circuit’s spacious Melrose thea-
tre, once-thriving Hollywood neighborhood
house converted two years ago to experi-
mental and research uses of NT’s famed
technical director, R. H. McCullough.

First the straight-talking Mr. Rhoden told
his press guests simply, without boast or
bombast, that NT had developed a single-
booth setup capable of projecting Cinerama
or any other three-filmstrip pictures as well
as they’re being projected from three booths
in present engagements, as to size, bright-
ness, clarity — better as to panel-to-panel
match-up — and was going to demonstrate
the setup then and there.

National Will Produce,

Roadshow Pictures

Next he told them that, since a single-
booth S3'Stem of projecting three-filmstrip
pictures isn’t very useful unless you’ve got
some three-filmstrip pictures to project. Na-
tional Theatres is going to produce some,
for its own use on its own equipment in its
own theatres, and for the use of other ex-
hibitors who may be disposed to book the
pictures, and the equipment, on a roadshow
basis.

Interwoven with these disclosures was the
announcement that a working arrangement
had been entered into with the Smith-Die-
trich Corporation, under which that com-
pany will furnish electronically-synchron-
ized photographing lenses capable of virtu-
ally eliminating inter-panel vignetting in
multi-panel projection, and that P. Stanley
Smith, president of that concern, was on
hand to demonstrate their effectiveness and
to answer questions.

Sees No U. S. Objection
To Production Plan

To press people quick to ask whether
Government objection to production of pic-
tures by a circuit only lately separated from
a major producer-distributor might not be
encountered, the circuit head said, “I don’t
see why it should be. The Stanley Warner-
Cinerama precedent is a direct parallel. We
expect no objection.”

To inquirers asking whether any definite
subjects for production were in mind, and
what kind would be filmed, the answer was,
“No, we haven’t acquired any story proper-
ties, so far. As to kind, we think we can
take our cue from the fact that three travel-
type features have been produced in this

HOLLYWOOD: The widening of the
motion picture screen, which started with
Cinerama, continued through Cinema-
Scope, VistaVision and other expansions,
culminating last week in National Theatres'
Cine-Miracle process, which produced a
145 degree image on a curved screen,
attains the finalistic maximum in Circarama,
demonstrated Monday morning here at the
Disney studios, where it was produced.

In Circarama, a spectator stands in-
side a round enclosure, completely en-
circled by the screen which surrounds him.
Although not intended tor theatre use at
this time, Circarama, which will be among
the free attractions at Disneyland, clearly
could be employed theatrically for Cine-
rama-type productions in appropriately-
constructed housings.

The Circarama setup demonstrated this
week, and to be installed immediately at
Disneyland as part of the American Motors
Corporation exhibit, measured 40 feet in
diameter with an I I -panel screen extending
completely around the circumference, and
with eleven 16mm projectors, pointed
through interstices between panels, pro-

type of process already, and we probably
should make a story-type of subject, se-
lecting one, of course, that will take advan-
tage of the scope the process affords.”

Yes, there had been conferences with a
producer experienced in making three-strip
pictures. “In fact it was he who led us to
the Smith-Dietrich people, and made our
photographing process practicable.” But no
deal has been made with him and he can’t
be named at this time.

No, NT’s entry into picture production
will not entail entry into distribution. NT’s
three-filmstrip pictures will be roadshown,
only, and will move from point to point,
theatre to theatre or town to town, aboard
a two-truck caravan transporting the porta-
ble single-booth projection unit and the
curved screen. It is estimated that installa-
tion of this portable setup will cost between
$2,000 and $3,000 per theatre, on the aver-
age, but these figures are subject to reduc-
tion, rather than to increase, as simplifica-
tion progresses.

An earh' arrival at the place of demon-
stration is personally conducted by Mr. Mc-
Cullough on a tour of inspection through
the surprisingly compact single-booth — -13 x

jecting their I I constituent segments of a
complete 360-degree picture.

The projectors are synchronized, as also
were eleven 16mm cameras with which the
picture was photographed, and the inter-
stices between panels, surprisingly, sharply
minimized the demarcation junctures which
are perceptible in other multi-panel setups.

In photographing, I I cameras, equipped
with matching lenses, were mounted, linked
for synchronization, on top of a station
wagon which then was driven through Los
Angeles, Beverly Hills, Las Vegas, Monu-
ment Valley, Little Grand Canyon and,
aboard a boat, through Balboa Bay. The
effect on an observer standing in the en-
closure is to make him feel he is viewing
the scene from a moving vehicle and able
to look in any direction he chooses. The
"participation" effect is dismayingly —
sometimes dizzingly — complete.

Eastman cameras, projectors and film are
used in Circarama, although other brands
could be utilized. Likewise, 35mm film can
be used with a larger setup, although none
is contemplated by the producers at this

22 feet over-all — containing the three pro-
jectors that deliver the picture to the three
panels and the fourth used, in this instance,
for the seven-track stereophonic sound. The
projection mechanism is a modified Cen-
tury, with the intermittent sprocket axis
specially fortified, and altered to pull down
six sprocket-holes at a time, as in Cinerama
and Todd-AO, instead of the standard four.
The process will give a 145-degree picture.
The booth requires the removal of only 52
seats, it was explained.

One of the three projectors faces the
screen head-on and projects its image di-
rectly onto the middle panel of the screen.
Another, positioned at right angles to this
one and pointing at 3 o’clock, projects its
image onto a surface-coated mirror that de-
flects it onto the left-hand panel of the
screen. The third projector, positioned op-
posite to the second and pointing at 9
o'clock, projects its image onto a corre-
sponding mirror that deflects it onto the
rigth-hand panel.

The last 20 or 25 minutes of “This Is
Cinerama,” lent to Mr. Rhoden by Stanley
Warner’s Si Fabian for use in the McCul-
{Continucd on page 16)

time. — W.R.W.

MOTION PICTURE HERALD. JULY 2. 1955

THE STORY TOKYO COULDN'T
HIDE... WASHINGTON
COULDN'T HOLD BACK!...

How the U.S. MPCI and the
Japanese Security Police used
a Kimono girl to smash
the Tokyo underworld!

■1

THESE GREAT AQS WILL
KEEP ’EM FLOCKING TO YOUR 'HOUSE”!

ROBERT RYAN • ROBERT STACK ■ SHIRLEY YAMAGUCHI
CAMERON MITCHELL with Brad Dexter • Sessue Hayakawa
Biff Elliot • Sandro Giglio • Elko Hanabusa • Produced by
BUDDY ADLER ■ Directed and additional dialogue by
SAMUEL FULLER • Written by HARRY KLEINER

it now !

so TIMELY

FROM

20th

CENTURY-FOX

^^Will do as
much for
Tokyo as
Three Coins
in the

F ountain’ did
for Rome!”

— Dorothy Kilgallen

lillf

20th CENTURY-FOX present*

The story of how the
U.S.MPCI and
the Japanese Security Police
used a Kimono girl to
smash the Tokyo underworld!

_ COLOR by DE LUXE ^

Cl N EM aScoPc

Rouse of

8AMB00

JOBERT RYAN ROBERT STACK -SHIREEY YAMAGUCHI - CAMERON MITCHELL

i tTM COULDN’T HIDE...

In the wonder of STEREOPHONIC SOUND

WASHINGTON
COULDN’T j
HOLD R
BACK! i

20th CENTURY.FOX

presents

-HOUSEofSAMBOO

ROBERT RYAN ROBERT STACK
SHIRLEY YAMAGUCHI
CAMERON MITCHELL

with BRAD DEXTER • SESSUE HAYAKAWA
Produced by BUDDY ADLER Direcled and
additional dialogue by SAMUEL FULLER
Wntien by HARRY KLEINER

Color by
DE LUXE

hod to film on tt>«

spot . . . with the coopwofioft o{ the U.S. Atmy for Eo*f, tfse
Jopanete Government and the Tokyo Melropeiiton Polite

STEREOPHONIC

SOUND

“It’s a pleasure to do business with 20th!”

CINE-MIRACLE

{Continued from page 13)
lough experiments, and run through the
XT projectors 270 times before demonstra-
tion day, was projected for the attendant
press upon a screen 23 feet high (archi-
tectural limit of the Melrose theatre) and
63 feet wide, by curved surface measure, 58
feet edge-to-edge by straight line. The
measurements were approximately identical
with those of the Cinerama screen on which
“This Is Cinerama’’ had its world-premiere.

Cine-Miracle Impact
Compares to Cinerama’s

And the impact of the Cinerama footage
on the attentive Melrose audience of re-
porters was approximately identical, too.

The McCullough single-booth setup is as-
serted to achieve a reduction of inter-panel
oscillation, as compared with the three-booth
setup in Cinerama use, due to a gain in
projector stability attributed to the fact that
the three projectors are mounted within lit-
tle more than arm’s length of each other. Al-
though this of necessity remains a claim
open to rebuttal, it appeared to be supported
by a consensus of those attending the demon-
stration. But the NT planning is not limited
to this degree of difference.

On the contrary, the NT plans contem-
plate a three-panel picture in which the lines
of demarcation will be so nearly impercepti-
ble as to escape notice save by trained ex-
perts. This improvement over all present
three-strip screenings will be achieved, in
the Rhoden and McCullough opinion, by the
Smith-Dietrich system of three-camera pho-
tographing. As explained by Mr. Smith,
the electronically-synchronized lenses to be
used “achieve the essential vignetting of the
panels in the photographing stage, instead
of only in the projection operation, and our
system permits an inter-panel overlap
greater than any other.” Unscientific press
people who witnessed the ensuing screening
of a two-panel test film shot in black-and-
white with the Smith-Dietrich lenses were
convinced that he spoke with authority.

Mitchell Now Making
Cine- Miracle Cameras

In a sub.cequent conversation the lens ex-
pert said his system of electronic-synchoni-
zation accomplishes its purpo.se by altering
the internal relationships of the integral
parts of the lens, without altering the dis-
tance between the lens and the photographic
plane, as is done in standard camera-lens
focusing. The Smith-Dietrich photograph-
ing setup consists of three cameras, mounted
in much the same fashion as the Cinerama
three-camera unit; and two such setups,
comprising three cameras each, are being
manufactured for National Theatres by the
Mitchell Camera Company at this time.

Mr. Rhoden said he expects it will be
about six months until the Smith-Dietrich
camera setups are completed and ready for
the start of production, and hazarded the
estimate that it might be as long as six
months after that before the first picture
produced in the process can be completed.

Answering a long-running barrage of

JUSTICE DEPARTMENT
APPROVAL EXPECTED

The announcement in Hollywood of
National Theatres' new Cine-Miracle
process created lively interest in the
east. Also, the chances appeared ex-
cellent that the circuit would get
Justice Department approval to pro-
duce pictures in the process, subject
to the same kind of restrictions on
number and distribution as the de-
partment set up in the case of
Stanley Warner and Cinerama. A de-
partment spokesman said this week in
Washington that preliminary confer-
ences on "general terms" already
have been held with the circuit.
Among the industry personnel ex-
pressing interest in the new medium
were Paul Raibourn, Paramount vice-
president; Hazard E. Reeves, presi-
dent of Cinerama, Inc., and the de-
veloper of the Cinerama system, and
Eugene Picker, vice-president of
Loew's Theatres.

questions, some of which he referred to Mr.
McCullough and/or Mr. Smith, the circuit
chief covered many points.

The Cine-Miracle pictures and the NT
single-booth projection equipment are to go
hand-in-hand as a package, available on a
roadshow basis exclusively.

National has a number of theatres, as
have other circuits, needful of tri-panel
attraction of magnitude and exploitability.
The circuit has been hopeful of getting an
arrangement for showing the Cinerama
films in secondary-size cities, and still is.

The recent acquisition of large blocks of
National Theatres stock, such as the Vir-
ginia Zanuck holdings, has not been entirely
unrelated to the new undertakings disclosed
last week, but the relationship is not of the
cause-and-effect variety.

The motion picture theatre has an abiding
and growing need of entertainment that can-
not be duplicated on television, and the
three-panel Cine-Miracle process is one of
the best answers to that need.

Elmer Rhoden, National Theatres presi-
dent, in New York this week, said he will
conduct talks with Stanley Warner officials
on the possible use of “This Is Cinerama”
with Cine-Miracle. He questioned whether
SW is “free to negotiate” the use of the
first Cinerama production, referring to SW’s
contract with Cinerama Productions on ex-
clusive production and exhibition rights.

He also said National plans to acquire
additional theatres although he denied any
“great ex{)ansion movement” under way,
saying NT is interested in theatres to “com-
plement” holdings in areas already occupied.
Acquisitions will be “where permitted” by
the Justice Department.

Mr. Rhoden said he, representing himself
and a group, had acquired 100,000 shares of
NT stock from Mrs. Virginia Zanuck, bring-
ing management’s holdings to more than
500,000 shares.

U.A. to Mtave
26 Films by
January 1

United Artists’ distribution head, William
Heineman, Tuesday issued what he termed
a “progress report for exhibitors.”

Mr. Heineman said his kind of report was
keyed to showmen in the theatre : they want
to know “how many pictures, what kind of
pictures, and who is in the pictures.”

Mr. Heineman promised that between
June 1 and December 31 his company would
release at least 26 pictures. This number
now is completed or in final stages. He
added billings so far this year are 31 per
cent ahead of last year’s. The pictures to
come represent $40,000,000. He and his staff
will spend in point-of-sale promotion $6,-
000,000. They will issue pictures at least
at the rate of four per month. The pictures
they will issue are top flight, he said. Some
examples ;

“Marty,” “Summertime,” “Not As a
Stranger,” “The Kentuckian,” “Night of
the Hunter,” “Gentlemen Marry Brunettes,”
“The Troubleshooter,” “Alexander the

United Artists will not handle dis-
tribution of the Korda film “Richard
III,” Mr. Heineman said, if talk of
its release to television first is true.
“We will not take on any picture
set in advance for television,” he
pledged.

Great.” The latter will be the Christmas
season special, and prints will be available
in October.

Mr. Heineman ran through lists of addi-
tional pictures being made and projected, in
Hollywood, New York and Europe. Some
of the titles are “Trapeze,” “Foreign In-
trigue,” “The Ambassador’s Daughter,”
“Patterns,” “Wedding Breakfast,” “Man
with the Golden Arm,” “The Big Caper,”
“The Beast of Hollow Mountain,” “A Kiss
Before Dying,” “The Indian Fighter,” “God
Is in My Corner,” “Lincoln McKeever,”
“News Is Made at Night,” “Run for the
Sun,” “The Sharkfighters,” “Three Bad
Sisters,” “Top Gun,” “One Way Out,” “The
Big Knife,” “Fort Yuma,” “The Mountains
Have no Shadows,” “Desert Sands,” “Storm
Fear,” “Three Bad Sisters.” He cited the
product’s star roster, as well.

The company also announced this week
that it would start a 25-week sales drive
July 10 in honor of Max Youngstein, vice-
president in charge of advertising, publicity
and exploitation. Co-captains of the drive
are Mr. Heineman and Bernard Kranze,
general sales manager.

United Artists Week, aimed at placing a
U.A. release in every theatre in the United
States and Canada, is being observed July
1-7, it was announced last week. The cele-
bration of U.A. Week, the company says, is
designed to present at least one U.A. feature
on each of America’s film screens.

MOTION PICTURE HERALD. JULY 2, 1955

That Big ^^Heart of Variety^’

The “Heart of Variety” report for 1954 which gives
a tent-by-tent breakdown of each Variety Club’s
expenditures and charities was made known this
week by Nathan D. Golden, who serves as the Heart Com-
mittee chairman.

It shows the charities have wide range, from Cerebral
Palsy schools and clinics and crippled children’s hospitals
to foundling homes, a boys’ ranch and summer camps.
The complete list reads like a “Who’s Who” of medical
and social organizations.

The total charitable expenditure for all tents, includ-
ing foreign, was $3,194,567.38, with the number of people
benefiting from these totaling 360,727. The Boston tent
was the largest contributor with $461,000 and Miami was
runner-up with $426,478.42. The total pledges for 1955

from all tents is $2,880,560. The largest of these pledges
comes from the Miami tent, with $426,010, while other
large ones are from the Philadelphia, Boston, Minneapolis
and Pittsburgh tents.

The report also showed that total membership in 44
tents (Bombay, India had not reported) was 9,488, that
Dallas had the largest with 707 and Pittsburgh was next
with 628. Other large tents include New York, Washing-
ton, Atlanta and Los Angeles.

The Heart of Variety award given at the annual con-
vention in May, went this year for the first time to the
Pittsburgh tent. Honorable mention went to Minneapolis
and Las Vegas. Below is the detailed tabulation of the
1954 Heart report, the figures proving the value of the
work of the clubs in their communities.

Expenditures

Tent

No.

City

Membership Name of Main Charity

Main

Charity

Additional

Charities

Total

Expenditures

Pledge

1955

Number of
People
Benefiting

Pittsburgh

628

Roselia Foundling Home

$373,294.00

$28,235.00

$401,529.00

$125,000.00

3,000

Cincinnati

185

Foundation for Retarded Children

32,144.86

8,175.00

40,319.86

50,000.00

1,016

St. Louis

176

Day Nursery Care Program

40,000.00

41,001.00

81,001.00

90,150.00

14,451

Detroit

106

Cerebral Palsy . . .

1,200.00

2,500.00

1,200.00

N.R.

5,000

Cleveland

119

Cerebral Palsy Foundation School

20,000.00

22,500.00

35,000.00

2,060

Buffalo

164

Cerebral Palsy Clinic

17,545.95

2,500.00

20.045.95

30,000.00

135

Albany

Variety Club Camp Thacher

1 1 ,500.00

150.00

1 1,650.00

12,000.00

640

Indianapolis

. 98

United Cerebral Palsy

90,000.00

3,601.10

93,601.10

100,000.00

6,000

Wasington, D. C.

. 452

Children's Hospital

21,533.34

23,503.30

45,036.64

60,000.00

100,000

Minneapolis

. 278

Variety Club Heart Hospital

61,650.00

18,000.00

79,650.00

150.000.00

10,000

Philadelphia

. 379

Variety Club Camp & Infantile Paralysis

321,000.00

1 ,500.00

322,500.00

275,000.00

7,336

Milwaukee

. 153

Variety Club Heart Clinic

25,000.00

15,000.00

40,000.00

35,000.00

160

Des Moines

. 141

Des Moines Health Center

9,200.00

2,000.00

1 1,200.00

20,000.00

7,200

Omaha

. 186

Omaha Opportunity Center

10,000.00

41,000.00

51,000.00

50,000.00

295

Dallas

. 707

Variety Club Boys' Ranch

110,322.26

8,691.84

1 19,014.10

1 10,000.00

6,399

Dayton

88,000.00

18,831.20

85.000. 00

75.000. 00

2,800

Baltimore ....

. 263

Boys' Clubs & Summer Camp

4,750.52

14,080.68

3,500

Memphis

. 220

Convalescent Hospital for Rheumatic Children..

30,000.00

50,000.00

80,000.00

40,000.00

500

Atlanta

. 451

Cerebral Palsy School

89,768.21

24,673.26

1 14,441.47

125,000.00

2,239

Oklahoma City . .

. 256

Variety Club Health Centers

8,850.57

18,350.00

27,200.57

60,000.00

52,482

Boston

. . 204

Children's Cancer Research Foundation

450,000.00

1 1,000.00

461,000.00

215,000.00

222

Charlotte

. 199

Variety Children's Clinic and Eye & Ear Clinic. . .

32,018.80

1,438.78

33,457.58

35,000.00

10,690

Los Angeles

. 420

Variety International Boys' Club

50,000.00

1,000.00

51,000.00

55,000.00

3,025

Chicago

. 243

La Rabida Jackson Park Sanitarium

108,000.00

12,000.00

120,000.00

75,000.00

2,500

Grand Rapids . . .

Youth Commonwealth

30,000.00

1,224.00

31,224.00

35,000.00

81,000

Toronto, Canada .

. 351

Variety Village for Handicapped Boys

50,000.00

4,442.99

54,442.99

75,000.00

1,025

Mexico City, Mexico 123

Not reported

N.R.

17,000.00

N.R.

New Haven

Fresh Air Fund

600.00

100.00

700.00

1,000.00

San Francisco . . . .

. 237

Blind Babies Foundation

45,490.79

500.00

45,990.79

50,000.00

1,550

Miami

. 345

Variety Crippled Children's Hospital

426,478.42

426,010.00

23,91 1

Houston

. 324

Variety Boys' Club

51,403.71

600.00

52,003.71

1 10,000.00

3,804

New York

. 552

Foundation to Combat Epilepsy

33,000.00

4,000.00

37,000.00

60,000.00

1,030

London, England .

. 331

Heart of Variety, Ltd

41,543.60

54,43 1 .40

95,975.00

60,000.00

1,000

Denver

106

Denver University Speech Clinic

2,684.00

5,000.00

167

Salt Lake City . . . .

. 163

Children's Hospital

6,000.00

2,000.00

8,000.00

6,000.00

200

Las Vegas

. 163

School for Handicapped Children

88,200.00

1 1 ,800.00

100,000.00

90,000.00

5,200

Tokyo, Japan . . . .

Not reported

N.R.

Dublin, Ireland . . .

127

Irish Blind Children's Institutions

4,200.00

1,590.00

5,790.00

8,400.00

100

Hamburg, Germany 49

Not reported

N.R.

Bombay, India . . . .

. N.R.

Not reported

N.R.

Jacksonville

Pre-School Blind Children Project

100.00

15,000.00

New Orleans . . . .

. 176

Not adopted as yet

15,000.00

N.R.

International

Will Rogers Hospital

N.R.

TOTALS

. 9,488

$2,784,179.03

$410,388.35

$3,194,567.38 $2,880,560.00

360,727

N.R. — Not reported.

MOTION PICTURE HERALD. JULY 2, 1955

THE ART OF THE CINEMA
—ITS IMPORTANCE

Pope Pius XII, in Rome Discourse,

Cites Vast Attainment, Power of Screen

Rightly can one speak of a special
“world of the Cinema” when one
thinks of the tremendous dynamic
activity to which the Cinema has given life,
whether in the strictly artistic field, or in
the economic and technical sphere. Towards
it are directed the energies of large numbers
of producers, writers, directors, actors, mu-
sicians, workers, technicians and so many
others, whose duties are declared by new
names, and of such a nature as to create a
terminology of their owm in modern lan-
guages. One thinks also of the vast number
of industrial plants which provide for the
production of the material and machines, of
the film-studios, of the public cinemas : these,
if placed in imagination, in a single setting,
would surely make one of the most extensive
cities in the world, — such as, moreover, al-
ready exist on a reduced scale, on the fringe
of many cities.

Further, the sphere of economic interests
created by the Cinema, and drawn in its turn
tow'ards it, whether for the production of
films or for their exploitation, finds few
counterparts in private industry, especially
if one considers the bulk of capital invested,
the readiness with which it is ofYered, the
speed with which — not without considerable
profits — it returns to the same industrialists.

So, then, this world of the Cinema cannot
do other than create around itself a field of
unusually wdde and deep influence, in the
thinking, the habits, the life of the countries
wLere it develops its power — particularly
among the poorest classes, for whom the
Cinema is often the sole recreation after
work, and among the youth, who see in the
Cinema a quick and attractive means of
quenching the natural thirst for knowledge
and experience which the age promises them.

Thus it is, that to the cinema-world of
production, which you represent, there
corresponds a special, and very much great-
er, world of spectators, who, more or less
consciously and effectively receive from the
former a definite force guiding their devel-
opment, their ideas, feelings, and — not rarely
— their way of life. From this simple con-
sideration, the need for a proper study of
the art of the Cinema in its origins/ and its
effects becomes clear, to the end that it, as
every other activity, may be directed to the
improvement of man and the glory of God.

The extraordinary influence of the Cinema
on present-day society is shown by the grow-
ing thirst which this society has for it, and
which, reduced to numbers, constitutes a

Pope Pms XU in a discourse
to representatives of the motion
picture industry of Italy and
others June 21 presented an im-
pressive discussion of the art of
the cinema and its importance.
An introductory portion of the
discourse is presented herewith.

quite new and remarkable phenomenon. In
the statistics kindly presented to Us, it is
reported that, during the year 1954, the num-
ber of cinema-goers for all the countries of
the world taken together, was twelve thou-
sand million, among whom 2,500 million go
in the United States of America, 1,300 mil-
lion in England, while the figure 800 million
puts Italy in the third place.

What is the source of the fascination of
this new art, which, sixty years after its
first appearance, has arrived at the almost
magical power of summoning into the dark-
ness of its halls and not without pay, crowds
that are numbered by the billions? What
is the secret of the spell which makes these
same crowds its constant devotees? In the
answer to such questions lie the fundamen-
tal causes which bring about the great im-
portance and the wide popularity of the
Cinema.

The first power of attraction of a film
springs from its technical qualities,
which perform the prodigy of transferring
the spectator into an imaginary world, or, in
a documentary film, of bringing reality, dis-
tant in space and time, right before his eyes.
To the technical process, then, belongs the
first place in the origin and development of
the Cinema. It preceded the film, and first
made it possible ; it also makes it every day
more attractive, adaptable, alive. The chief
technical elements of a cinema show were al-
ready in existence before the film was born ;
then gradually the film was taken under
their control until it at length arrived at the
point where it exacts from the technical
process the invention of new methods to be
placed at its service.

The reciprocity of influence between the
technical process and the film has thus
brought about a swift development towards

perfection, starting from the shaky retakes
of a train arriving, to pass on to the ani-
mated film of ideas and feeling, at first
with silent actors, then with actors speaking
and moving in places filled with sound and
music. Under the spur of effecting the com-
plete transposition of the spectator into the
unreal world, the film has asked of the tech-
nical process Nature’s colours, then the three
dimensions of space, and at the present time,
is striving with daring ingenuity to place the
spectator on to the actual screen.

In looking today at a film of forty years
ago, it is possible to note the remarkable
technical progress achieved, and it must be
admitted that, by its qualities, a present-day
film — even though merely a sound film in
‘black-and-white’ — appears like a magnificent
stage-presentation.

But to a greater degree than from the
technical finish, the attractive force and
the importance of the film derives from the
artistic element, which has been polished not
only by the contribution made by the au-
thors, writers and actors, chosen in accord-
ance with severe tests, but by the undying
rivalry established among themselves in
world-wide competition.

Erom the simple visual narration of an
ordinary incident, there has come to be car-
ried on the screen, the progress of human
life in its manifold dramas, tracing skilfully
the ideals, the faults, the hopes, the ordinary
happenings or the high achievements of one
or more persons. A growing mastery of im-
provisation and of setting of the subject has
made ever more alive and enthralling the
entertainment which, in addition, equals the
traditional power of dramatic art of all times
and in all civilizations, nay, with a notable
advantage over the latter, by the greater
freedom of movement, the spaciousness of
the scene, and by the other effects special to
the Cinema.

But to understand thoroughly the power
of films, and to make a more exact
evaluation of the cinema, it is necessary to
take note of the important part played in
them by the laws of psychology, either in so
far as they explain how the film influences
the mind, or in so far as they are deliber-
ately applied to produce a stronger impres-
sion on the viewer. With careful observation
devotees of this science study the process of
action and reaction produced by viewing the

{Continued on opposite page)

MOTION PICTURE HERALD. JULY 2. 1955

POPE PIUS XII, in Sf. Peter's Basilica, Vatican City, after his discourse last week on
motion pictures. He is talking to Most Rev. Martin J. O'Connor, president of the
Pontifical Commission for Motion Pictures, Teievision and Radio, Looking on are
Gotfredo Lombardo, center, head of Titanus Films, and Monsignor Albino Galletto,
executive secretary of the Pontifical Commission.

picture, applying the method of research and
analysis, the fruits of experimental psychol-
ogy, studying the hidden recesses of the sub-
conscious and the unconscious. They inves-
tigate the film’s influence not only as it is
I)assively received by the viewer, but also by
analyzing its related psychical “activation,”
according to immanent laws, i.e., its power
to grip the mind through the enchantment
of the representation.

IF, through one or the other influence, the
spectator remains truly a prisoner of the
world unfolding before his eyes, he is forced
to transfer somehow to the person of the
actor his own ego, with its psychic tenden-
cies, its personal experiences, its hidden and
ill-defined desires. Through the whole time
of this sort of enchantment, due in large
part to the suggestion of the actor, the
viewer moves in the actor’s world as though
it were his own, and even, to some degree,
lives in his place, and almost within him, in
perfect harmony of feeling, sometimes even
being drawn by the action to suggest words
and phrases.

This procedure, which modern directors
are well aware of and try to make use
of, has been compared with the dream state,
with this difference, that the visions and
images of dreams come only from the in-
timate world of the one dreaming, where-
as they come from the screen to the spec-
tator, but in such a way that they arouse
from the depths of his consciousness images
that are more vivid and dearer to him. Often
enough then it happens that the spectator,
through pictures of persons and things, sees
as real what never actually happened, but
which he has frequently pondered over deep
within himself, and desired or feared. With
cause, therefore, does the extraordinary
power of the moving picture find its pro-
foundest explanation in the internal struc-
ture of psychic process, and the spectacle
will be all the more gripping in proportion
to the degree it stimulates these processes.

AS a result, the director is constantly
forced to sharpen his own psychological
sensibility and his own insight by the efforts
he must make to find the most effective form
to give to a film the power described above,
which can have a good or a bad moral
effect. In fact, the internal dynamisms of the
spectator’s ego, in the depths of his nature,
of his subconscious and unconscious can
lead him thus to the realm of light, of the
noble and beautiful, just as they can bring
him under the sway of darkness and depra-
vation, at the mercy of powerful and un-
controlled instincts, depending on whether
the picture plays up and arouses the quali-
ties of one or the other camp, and focuses
on it the attention, the desires and psychic
impulses. Human nature’s condition is such,
in fact, that not always do the spectators
possess or preserve the spiritual energy, the
interior detachment, and frequently, too, the
strength of will, to resist a captivating sug-
gestion, and thus the capacity to control and
direct themselves.

Along with these fundamental causes and
reasons for the attractiveness and impor-

tance of motion pictures, another active
psychic element has been amply brought to
light. It is the free and personal interpreta-
tion of the viewer, and his anticipation of
the action’s subsequent development ; it is
this which obtains, in some degree, the de-
light proper to one who creates an event.

AN EXHORTATION

“To you, so full of good will, let
Us tiozo address a confidential and
fatherly tvord. Is it not timely that
a sincere evaluation and a rejection of
zvhatever is unworthy or evil be had
from the start, and in a special zvay
placed in your hands? The charge of
incompetence or bias certainly could
not be made, if zmth mature judgment
that has been formed on sound moral
principles, and zjvitJi earnest intent, you
reject whatever debases human digni-
ty, the individual and common good,
and especially our youth.

“No discerning person could ignore
or deride your conscientious and well
weighed judgment in matters concern-
ing your own profession. Put to good
use, therefore, that preeminence and
authority which your knowledge, your
experience, and the dignity of your
work confer on you. In the place of
irrevelant or harmful shows, present
pictures that are good, noble, beauti-
ful, which undoubtedly can be made
attractive and uplifting at the same
time, and even reach a high artistic
level. You will have the agreement
and approval of everyone of upright
mind and heart, and above all the ap-
proval of your own consciences.”

—POPE PIUS XU

From this element, too, the director draws
profit, through apparently insignificant but
skilful movements, as, for example, the ges-
ture of a hand, a shrug of the shoulders, a
half-open door.

The moving picture has thus adopted,
in its own way, the canons of the tra-
ditional narrative — these, too, based on psy-
chological laws — the first of which is to keep
the reader’s attention awake until the last
episode, arousing him to foresee, to await,
to hope, to fear, in a word provoking his
anxiety for what will befall the personages
who have already become, in some way, his
acquaintances. For this reason it would be
a mistake to give at the very beginning a
clear and transparent outline of the tale or
picture. On the contrary, the book, and per-
haps more so the moving picture, because
of its more varied and subtle means, draws
its typical fascination from the urge, com-
municated to the spectator, of giving his own
interpretation to the story, and which leads
him, by the thread of a scarcely perceptible
logic, or even through harmless deceit, to
glimpse that which is indefinite, to foresee
an action, to anticipate an emotion, to re-
solve a problem. Thus, through application
in the film of this psychological activity of
the viewer, the enchantment of the motion
picture is increased.

Because of this inner power of the mov-
ing picture, a«d because of its wide influence
on the masses of men and even on moral
practices, it has drawn the attention not only
of competent civil and ecclesiastical author-
ity, but also of all groups possessed of calm
judgment and a genuine sense of respon-
sibility. . . .

[The entire discourse, only
an excerpt of which is herewith
published, comprises a text of
approximately 4,000 icords.]

MOTION PICTURE HERALD. JULY 2. 1955

IS THE PICTURE FOR
and UNIVERSAL HAS
THAT WILL REACH THEM ALL!

WOMAN APPEAL!

aimed straight at the hearts
of all women of all ages!

SHOCK APPEAL!

the sensational intimacy of the
great Pulitzer Prize play!

DRAMATIC APPEAL!

a man-woman story that will be the
most talked about picture of the year!

STAR APPEAL!

Jose Ferrer-June Allyson ...a sure fire
combination of top Box-Office power!

Don't Delay! Mail Your Nominations For Audience Awards

EVERY KIND OF AUDIENCE...

THE BIG PRE-SELLING CAMPAIGN

PARAMOUNT'S SALES DRIVE
HONORS BARNEY BALABAN

For the first time in his 20 years as
president of Paramount Pictures, Barney
Balaban has permitted dedication of the
company’s annual
sales drive to him.
The Barney Balaban
Drive will begin
August 28 and will
run 17 weeks,
through December
24.

In announcing the
drive, George Welt-
ner, head of world
distribution for Par-
amount. declared :
“During the 20
years since he as-
sumed the presi-
dency of our company, Mr. Balaban has
led us each year to greater and greater
heights, until today Paramount proudly
stands at the summit of our industry as
the acknowledged leader. I know that ex-
hibitors and theatre owners in every part
of the country will join with every Para-
mount employee in this opportunity to ex-
press to Mr. Balaban the respect, admiration
and affection which the entire motion pic-
ture industry feels for him and for Para-
mount.”

Attractions which will be in release dur-
ing the initial period of the drive will in-
clude: “The Seven Little Foys,” in Vista-
Vision and color by Technicolor, starring
Bob Hope; “We’re No Angels,” Vista-

Barney Balaban

Vision and Technicolor, starring Humphrey
Bogart, Peter Ustinov, Aldo Ray and Joan
Bennett; “You’re Never Too Young,” Dean
Martin-Jerry Lewis production in Vista-
V’ision and Technicolor ; and Alfred Hitch-
cock’s production in VistaVision and Tech-
nicolor, “To Catch a Thief,” co-starring
Cary Grant and Grace Kelly, filmed mainly
in Europe.

“The Girl Rush,” a Technicolor musical
comedy in VistaVision starring Rosalind
Russell, Fernando Lamas and Gloria De-
Haven, has been designated the “Paramount
Weeks Picture.” “Paramount Week is tradi-
tionally the opening week of our annual sales
drives,” said Mr. Weltner, “and this year,
because of the outstanding importance of
‘The Girl Rush,’ we have taken the un-
precedented step of designating the first two
weeks of the Barney Balaban Drive as
Paramount Weeks, instead of confining it
to the single week as heretofore.”

Other properties which wall be released
during the latter period of the drive will
include : “Ulysses,” co-starring Kirk Doug-
las and Silvana Mangano, and filmed in
Technicolor in Italy, “Lucy Gallant,” Vista-
Vision, Technicolor, co-starring Charlton
Heston, Jane Wyman and Thelma Ritter,
and Alfred Hitchcock’s “The Trouble With
Harry,” co-starring- John Forsythe, Shirley
MacLaine and Edmund Gwenn, VistaVision,
Technicolor.

Heading the drive as co-captains are
Paramount home office executives E. K.
O’Shea, Hugh Owen and Jerry Pickman.

Expect Trust
Bin Signe€l

IVASHIXGTON : President Eisenhower is
expected to sign into law shortly a bill set-
ting a uniform four-year Federal statute of
limitations on private treble damage anti-
trust suits. The Senate passed the bill last
week exactly as it had passed the House.
The Senate also passed a bill raising the
maximum fine for Sherman Anti-Trust Act
violations from $5,000 to $50,000, which
the President is also expected to sign.

Both exhibitors and distributors had sup-
ported the idea of a uniform limitations bill,
ljut had differed on the length of time. Ex-
hibitors wanted four to six years, while
distributors suggested a two or three-year
limit. At present, the time limit is governed
by state law and ranges from one to 20
years.

Adolph Schimel, head of the Motion Pic-
ture Association’s law committee, was
scheduled to testify before a House Judici-
ary subcommittee this week in support of

legislation to give Federal courts authority
to award less than treble damages in pri-
v.ntp anti-trust suits. Abram F. Myers, Al-
lied States general counsel, was to appear
in opposition.

Cinerama, Inc. Acquires
Vitarama Corporation

Cinerama, Inc., equipment producing firm
for the film process, has acquired Vitarama
Corporation, Cinerama patent licensing com-
pany, it was announced last week by Hazard
E. Reeves, Cinerama president. “The move
is a ste;) in consolidating Cinerama oper-
ations and simplifying corporate structure.”
Mr. Reeves said. He added a careful study
of all Vitarama patents will be undertaken
including those patents which are unrelated
to Cinerama.

Telemeter Appoints Graybar

Graybar Electric Company will distribute
all manufactured products such as antennae
and electronic comjxjnents necessary to toll
TV equipment, Ampli-Vision, a division of
International Telemeter, announced in New
York Thursday.

Film Codecs
Vulue Cited
By Krawtter

HOLLYWOOD : Stanley Kramer praised
the Production Code Administration here
this week upon his return from a European
tour in preparation for his next production
for United Artists, “The Pride and the
Passion.” He said it is a far better instru-
mentality for regulating picture content than
that enjoyed by any other film industry in
the world.

Although it has certain faults in opera-
tion, as any constitution must have, he said,
its written guidance is greatly superior to
censorship, such as practiced in England, for
example, which rests solely on the individual
opinion of some appointed official vested
\4ith absolute power.

Mr. Kramer also said he believes the
American industry, which maintains the
Code and abides by it, should stand firmly
on code-approved product against all
pressures.

He will leave for Spain soon, preparatory
to shooting op.erations on his new film next
March.

New York Benefit Premiere
Held for Hope's "Foys"

The New York premiere of “The Seven
Little Foys,” Paramount picture starring
Bob Hope, was held Wednesday night at
the Criterion theatre for the benefit of
United Cerebral Palsy. Many..famous per-
sonalities from show business amended as
well as the star and the sey^f^oungsters
who play the title roles. General James H.
Doolittle, chairman of the premiere com-
mittee, presented Mr. Hope with the UCP’s
first “Humanitarian Award” in recognition
of his contributions to the United Cerebral
Palsy drive, for which $40,000 was raised.

Ask Boston^Papers for
More Film Space

BOSTON : More space for news and pic-
tures of local theatre interest is sought in
Boston’s four morning and four evening
dailies, and four Sunday papers, by Hub
theatre operators. In interviews with pub-
lishers, spokesmen are expressing apprecia-
tion of the national film news features, but
are asking that more editorial and picture
space be devoted to meeting acknowledged
reader interest in current offerings of local
theatres. More space for reviews and in-
terviews with film personalities visiting the
city is also sought.

Send Out Poll Brochures

The Council of Motion Picture Organiza-
tions put into the mails this week brochures
and pressbooks designed to aid exhibitors
in their preparations for the first annual
COMPO national Audience Awards Poll,
November 17-27.

MOTION PICTURE HERALD. JULY 2, 1955

15^-

The brightest juvenile
talent introduced to
the screen in years!”

MOTION PICTURE HERALD

Unearths the type
of personality
Hollywood has been
frantically searching
for during the past
few years ... in the
person of young
Tim Hovey!”

INDEPENDENT FILM JOURNAL

Has the appeal
that Jackie Coogan
had long ago when
he appeared with
Chaplin in The Kid’”

, HOLLYWOOD REPORTER

1 1.1 PRIVATE WAR OF
MAJOR BENSON

CEA IS PUTTING
HOUSE IN ORDER

JOHN DAVIS, managing director of the J. Arthur Rank Organization, and Mrs. Davis,
above left, are host and hostess at the Rank party given at the CEA convention at
Llandudno, Wales, last week. At right are Robert Godfrey, new president of the
CEA and Mrs. Godfrey.

by PETER BURNUP

LLAXDUDNO, WALES: Doves of peace
were to be observed on all hands here last
week backstage and front-of-house during
the four days’ deliberations of CEA’s gen-
eral council.

Behind the scenes much was accomplished
toward the association putting its momen-
tarily divided and disordered house in order.
The better informed and more responsible
among the delegates very well knew that
the way had been made clear for the uni-
versally desired rapprochement between
J. Arthur Rank’s organization and the as-
sociation. But — irony though it be — no pact
obviously could be signed during the time
of mourning for Walter Fuller, the principal
protagonist in the conflict between CEA
and John Davis, chief Rank aide.

The general council immediately and unan-
imously adopted its officers’ recommenda-
tion that Ellis Pinkney be appointed general
secretary in succession to Mr. Fuller. Mr.
Pinkney, a lawyer of distinction, had been
carefully groomed by Mr. Fuller over the
last seven years to the job of immense im-
portance.

Sheckman Raises Issue

In the midst, however, of the seeming
amity, acrimony developed over the resent-
ment of Sol Sheckman, chief of the powerful
Essoldo Circuit, that he can’t book pictures
in his first run situations for whose financ-
ing he contributes so handsomely under the
Eady Levy.

Mr. Sheckman’s general manager, Thomas
Massicks, is a delegate to general council
and the latter drew attention to a resolu-
tion still standing on the council’s agenda
and in these terms :

“That in view of the large sums which
independent exhibitors pay to the British
Film Production Fund to encourage the

production of British films, they should be
entitled to be able to book on release an
agreed proportion of all British films pro-
duced.’’

Mr. Massicks startled some by revealing
that • the Essoldo Circuit annually pays in
excess of £250,000 to the Production Fund
under the Eady Levy. He also announced
that in common with Granada's Sidney and
Cecil Bernstein his circuit wanted the levy
to be made a statutory one and regulated
by the Government. More importantly, Mr.
Massicks went on to proclaim that the only
answer to independent exhibitors’ grievances
in this Eady business was a revival of the
Renter’s Quota.

Face Product Shortage

In so declaring, Mr. Massicks put several
cats among the peace doves ; for the Renter’s
Quota had been dropped as part of the bar-
gain negotiated with Eric Johnston follow-
ing the lamentable Dalton ad valorem duties.
Air. Massicks suggests that the Renter’s
Quota be reintroduced so that Warners, for
example, or 20th-Fox or Paramount be com-
pelled by law to have on offer a given per-
centage of British-made films.

Exhibitors here are threatened with a
shortage of product and, so the Massick
argument runs, product shortage would be
lessened with a Renter’s Quota reintroduc-
tion l)ut the grievances of people like Mr.
Sheckman over Eady would be adjusted
also if American distributors were compelled
by law to have British pictures on offer.

There is, however, a considerable sugges-
tion of shadow-boxing about general coun-
cil’s current tactics. The present Quota Act
exj)ires in 1958. Say lots of the industry's
leaders : The Government can’t have it both
ways. If it is set on the sustenance of British
production, it must drop one or other of its
expedients — the Quota principle or the Eady

Levy. For, as is shown in the Essoldo ex-
ample, they are mutually self-contradictory
devices.

General council also adopted a motion
that a committee be appointed to prepare
an entirely new form of its constitution. The
industry, as ABC’s delegate Sydney Lewis
aptly pointed out, has grown out of its fair-
ground status but CEA is still ruled by
regulations proper to the conditions of 30
years ago.

There’ll be a new kind of CEA with in-
ternational affiliations before long. Also, the
Rank Organization will be back in the fold.
At one of the Rank entertainments Robert
Godfrey, CEA president, spoke in simile of
the industry being a three-legged stool
which was only as strong as any of its
three legs.

John Davis in ending proceedings talked
of democracy as the most exacting form of
government but that he, like all of us, fer-
vently believed’ in democracy. That long-
awaited and urgently necessary rapproche-
ment is to hand. But — as most of the elder
statesman opine — it will be achieved through
an over-riding organization which will em-
brace in some form^or other not only ex-
hibitors but producers and distributors too.

1 ,545 British Cinemas Got
Quota Relief in 1954-55

LONDON : The annual report of the Cin-
ematograph Films Council, out this week,
reveals that the Board of Trade in the 1954-
55 year granted quota relief to 1,545 cinemas
and total quota exemption to 165 cinemas.
Applications for relief from 345 houses were
rejected, while 644 were granted relief in
respect to the supporting programme quota.
The present quota is 30 per cent for first
feature pictures and 25 per cent for support-
ing features.

Kefauver May Ask for
More Film Hearings

WASHINGTON : The Kefauver subcom-
mittee studying juvenile delinquency may
decide to have further hearings on the im-
pact of motion pictures, according to James
H. Bobo, committee counsel. He said the
staff “still has a lot of research to do on
the whole subject’’ and if further hearings
are forthcoming, the committee will prob-
ably want to hear from spokesmen for in-
dependent producers. The subcommittee
goes out of existence July 31 under present
Senate action but Senator Kefauver said
last weekend he will request shortly an ex-
tra six months to complete the investigation.

lATSE Seventh District
Meeting in Tennessee

CH.4TTANOGA: The 7th district of the
International Alliance of Theatrical Stage
Employes and Moving Picture Alachine Op-
erators met here this week at the Hotel
Patten for its 26th annual session. Richard
F. Walsh, international president, was the
principal speaker. Locals 140 and 259 were
hosts to the 200 delegates from Tennessee,
Alabama, Georgia, Alississippi, Louisiana,
North Carolina, South Carolina and Florida.

MOTION PICTURE HERALD. JULY 2, 1955

MitBnk 3Move
A^im to Hold

i Sc

cene

British Grip

by WILLIAM PAY

LOXDON : Chief factor behind J. Arthur
Rank’s dramatic announcement last week
on the future control of the Odeon Group
was undoubtedly his fervent desire to ensure
that the Group remained in British hands
even after his death.

Mr. Rank’s statement began with a refer-
ence to recent press reports of 20th Century-
Fox’s bid to acquire a controlling interest
in African Theatres, Ltd. A spokesman for
the Rank Organisation, in fact, confirmed
that although the 20th Century-Fox-Schles-
inger negotiations were not the only reason
for this move, the proposed South African
deal certainly hastened public announcement
of the Rank plans.

Has 50% Odeon Interest

African Theatres, Ltd., has a 50 per cent
interest in Odeon Cinema Holdings, the con-
trolling company of the Group. On the
other hand, the Rank Group has a 25 per
■cent interest in African Consolidated Thea-
tres. This Rank move obviously thwarts any
foreign bid to gain power within the Group.

Another reason behind the move is be-
lieved to be the desire to escape death duties.
The shares that gave Mr. and Mrs. Rank
a controlling interest in the Odeon Group
have been handed over to a charitable trust.
This means that if Mr. and Mrs. Rank both
live more than a year after the gift then
the trust’s money is free of death duty. The
trust’s money is also free from income tax
and surtax.

Unofficial reports suggest that Mr. and
Mrs. Rank’s gift involves more than £2,000,-
000. Not surprisingly the announcement
caused speculation on Mr. Rank’s retirement
but such suggestions were quickly dis-
counted. Mr. Rank will remain active as
chairman of the J. A. R. O. and the Rank
milling combine.

Associated British Picture Corporation,
Ltd., owners of the 400-strong A. B. C. cir-
cuit, report an excellent year’s trading for
the year ending March 31 last.

Preliminary figures show trading profits
risen from £2,213,312 to £2,988,093 and at
£1,025,399 the net profit is £460,115 higher.
In addition, the directors recommend a
final dividend of \2y^ per cent together with
a special bonus dividend of 10 per cent on
the corporation’s ordinaries. With the in-
terim dividend already paid this makes a
final of 30 per cent compared with 20 per
cent for the previous year.

The Chancellor of the Exchequer is not
prepared to set up a commission or depart-
mental committee to inquire into the pro-
visions of the Finance Acts relating to en-
tertainments duty. That was the Govern-

HOLLYWOOD BUREAU

The recently booming production activity
slackened off only slightly, on completion of
five pictures and start of three, to bring the
shooting level to a still strong 38 at the
weekend.

MGM’s veteran and versatile Lawrence
Weingarten started “The Tender Trap,” in
CinemaScope and Eastman color, with
Charles Walters directing a cast headed by
Debbie Reynolds, Frank Sinatra, David
Wayne, Celeste Holm, Jarma Lewis, Lola
Albright and many others.

Universal-International launched “The
Square Jungle,” with Tony Curtis, Pat
Crowley, Ernest Borgnine, Paul Kelly and
Jim Backus. Albert Zugsmith is the pro-
ducer; Jerry Hopper is directing.

“Hired Guns” is the first production of
the newly organized Gannaway-Ver Halen
Productions, independent, which has A1
Gannaway as producer-director and Angie
Dickinson, Theron Young, Richard Arlen,
Bruce Bennett, John Carradine and Lloyd
Corrigan in the cast.

Starting Dates Set for
Four Allied Artists Films

HOLLYWOOD : Lindsley Parsons, Allied
Artists producer, has announced the start-
ing dates, subject to availability of players,
for the four films he will make by the end of
this year. They include “The Come On,”
starring Barry Sullivan, August 2; “The
Intruder,” based on the novel by Helen
Fowler, September 5; "Desperate Women,”
based on the novel by James D. Horan,
October 3, and “Proving Ground,” an origi-
nal dealing with atomic tests, November 1.

Shelley Winters Forms Firm

United Artists has announced the forma-
tion of a new independent film production
company, headed by Shelley Winters, to
produce the screen adaptation of the Broad-
way play, “Wedding Breakfast,” with Miss
Winters as star. U.A. will release the picture.

ment’s reply to a question from Labour M.P.
Harold Wilson last week. Meanwhile, the
film trade’s plan for an all-industry tax com-
mittee develops. At the CEA’s Llandudno
convention last week there was much sup-
port for a completely new approach to the
Chancellor for an entertainment tax remis-
sion.

_ V

William J. Gell’s Monarch Film Corpora-
tion has decided to disband its British dis-
tributing organization. As from July 4, the
physical distribution of the company’s output
will be handled by British Lion. The ar-
rangement concerns only the United King-
dom. World sales will continue to be dealt
with by Monarch from its head office in
Wardour Street.

IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIINIIIIIIIIIIIIII

IN PRODUCTION:

STARTED (3)

INDEPENDENT

Hired Suns (Sannaway-
Ver Halen Prods.)

M-G-M

The Tender Trap

COMPLETED (5)

ALLIED ARTISTS

Son of Slade

UNITED ARTISTS

Top Gun (Fame Pics.)
The Indian Fighter

SHOOTING (35)

ALLIED ARTISTS

Bobby Ware Is Missing

ARC (American
Releasing Corp.)

Apache Woman

(Golden State Prods.;
Superscope; Eastman
Color)

COLUMBIA

Inside Detroit
1984 (Holiday Prods.)
Picnic (CinemaScope:
Technicolor)

Joe Macbeth (Film
Locations, Ltd.)
Survivors Two

(Warwick: Cinema-
Scope; Technicolor)

INDEPENDENT

Bombay Flight 4 1 7
( Paal-Filmistan, Ltd.;
Eastman Color)

MGM

Forever, Darling
(Zanra Prods.;

Eastman Color)

I'll Cry Tomorrow
Guys and Dolls

(Goldwyn; Cinema-
Scope; Technicolor)
Tribute to a Bad Man
( CinemaScope;

Color)

Kismet (CinemaScope:
Eastman Color)

Diane (CinemaScope;

Eastman Color)

Bhowani Junction
( CinemaScope;

Color)

PARAMOUNT

Too Late, My Love
( VistaVision )

The Man Who Knew
Too Much
(VistaVision;
Technicolor)

Anything Goes (Vista-
Vision; Technicolor)

The Ten Command-
ments (VistaVision:

(CinemaScope;
Eastman Color)

U-l

The Square Jungle

(Bryna Prods.;
CinemaScope; Color)

U-l

Tarantula

The Girl in the Cage

RKO RADIO

The Way Out (Todon
Prods.)

Texas Lady (Holt-Rosen
Prods.; Superscope;
Technicolor)

REPUBLIC

Come Next Spring
(Trucolor)

20TH-FOX

The Girl In the Red
Velvet Swing
(CinemaScope:

Color)

The View From Pom-
pey's Head
(CinemaScope;

Color)

UNITED ARTISTS

News Is Made at Night
(Friedlob Prods.)

A Kiss Before Dying
(Crown Prods.;
CinemaScope;

Eastman Color)
Alexander the Great
( Robert Rossen;
CinemaScope;
Technicolor)

U-l

World in My Corner
Backlash (Technicolor)
Away All Boats
(VistaVision;
Technicolor)

WARNER BROS.

The Court Martial of
Billy Mitchell ( U. S.
Pics.; CinemaScope:
WarnerColor)

The Searchers (C. V.
Whitney Pics.; Vista-
Vision; Color)

Sincerely Yours
(WarnerColor)

Giant (George Stevens;

WarnerColor)

Miracle in the Rain

Technicolor)

IIIIIIIIIIIIIIIIIIIIMIIIIIIIIIIIIIIIIIMIIIIIIIIIIIIIIIIIII

MOTION PICTURE HERALD, JULY 2, 1955

...SET TO MAKE A
BLOCKBUST

Color by TECHNICOLOR

Don't Delay I Make Your Nominations For Audience Awards I

BOXOFFICE KILLING FOR YOU...ANOTHER
ER FROM PARAMOUNT... IN AUGUST!

Three Oscar-worthy performances from three big
stars. They’re blood-thirsty thugs with bad names
to live up to -but they can't keep their good im-
pulses down. “Paramount has itself a solid hit,’’
raves Film Daily, “it’s for top playdates!’’ reports
Variety. “Should score at the boxoffice,’’ shouts
Showmen’s. “A big commercial success,’’
claims Hollywood Reporter. “Stand-out acting
jobs,’’ says M. P. Daily.

■^Paramount theatre-previewed this tremendous
VistaVision entertainment in 100 cities to terrific
audience reaction. Every exhibitor who saw it
was thrilled by its performance and boxoffice
potential. Ask them.

RAY PETER USTINOV

THE WINNERS CIRCLE

Pictures doing above average business at first runs in the key cities for the week ending
June 25th were:

^BC-Korda
Beat Stirs Up
Toll TV Fire

The reported $500,000 purchase by NBC
of Sir Alexander Korda’s forthcoming new
picture. “Richard III,’’ for a "one shot" as
an NBC-TV “spectacular” next January,
prior to its theatrical release, this week
touched off a flurry of correspondence be-
tween two articulate spokesmen on either
side of the toll television controversy.

Also this week. Federal Communications
Commission approval was expected momen-
tarily on a request for a two-month delay
in the deadline for filing comments on sub-
scription television briefs.

Many, Varied Comments

The Committee Against Pay-As-You-See
TV last week asked that the deadline of
July 11 be set back to September 9. The
committee said the comments filed June 9
were so varied and so voluminous that more
time was needed to study them accurately.
The request for delay was agreed to by all.

The announcement about “Richard III,”
a VistaVision, color by Technicolor produc-
tion starring Sir Laurence Olivier, prompted
Paul MacNamara, of Paramount’s Interna-
tional Telemeter Corporation, to wire Al-
fred Starr, co-chairman of the Committee
Against Pay-As-You-See TV, that such a
presentation of a motion picture, prior to
its theatrical release, over free TV might
make Mr. Starr think kindly of pay TV.

“On the contrary,” answered Mr. Starr,
“one of the most compelling arguments
against licensing pay-as-you-see television is
that you and Zenith and Skiatron have noth-
ing whatever to sell that is not now being
given away or soon will be.

“The motion picture you referred to in
your telegram is only one of the many im-
portant and expensive new programs for
the coming fall season. Television had hard-
ly come of age in its eight short years of
existence, and there is absolutely no doubt
that its programming will continue to im-
prove rapidly in the years to come.”

Big Films Not for TV

Mr. Starr also said that the pay TV
forces had no chance of success with the
public if they tried to sell films of scope and
color over the TV screen. Their only chance
of success, he added, would be if the film
producers themselves starting making pic-
tures for the limitations of the TV screen.

Meanwhile, the National Association of
Radio and Television Broadcasters an-
nounced in Washington that it has set up
a three-man committee to get across to
Congress and to the American public its
stand against toll television. The committee
will help prepare the NARTB’s answer for
the FCC and will undertake “appropriate
means for the full disclosure of pertinent
facts and information to Congress and the
American public concerning pay television.”

•Albany: Davy Crockett (B.V.) ; This

Island Earth (U-I).

Atlanta: The Far Horizons (Par.) ; The
Seven Year Itch (20th-Fox) ; This
Island Earth (U-I).

Baltimore: Love Me or Leave Me (MGM) ;
Seven Year Itch (20th-Fox).

Boston: Doctor in the House (Rep.) 5th
week; Interrupted Melody (MGM) 4th
week; The Little Kidnappers (U.A.) ;
Love Me or Leave Me (MGM) 2nd week;
This Island Earth (Univ.).

Buffalo: The Dam Busters (W.B.) ; Love
Me or Leave Me (MGM) 2nd week;
Seven Year Itch (20th-Fox) 2nd week;
This Island Earth (Univ.).

Chicago: Blackboard Jungle (MGM) 8th
week; Innocents in Paris (Tudor) 2nd
week; Interrupted Melody (MGM) 3rd
week; Lady and the Tramp (B.V.).

Des Moines: The Glass Slipper (MGM)
2nd week.

Detroit: Davy Crockett, King of the
Wild Frontier (B.V.) ; Love Me or
Le.ave Me (MGM) ; Seven Year Itch
20th-Fox) .

Hartford: Big Street (RKO) (Reissue) ;
Davy Crockett, King of the Wild
Frontier (B.V.) ; Mad at the World
(Filmakers) ; Seven Year Itch (20th-
Fox) 2nd week; This Island Earth
(U-I) ; To Paris With Love (Cont.
Dist.) 2nd week.

Indianapolis: Davy Crockett, King of the
Wild Frontier (B.V.) ; Love Me or
Leave Me (MGM) 2nd week; Seven
Year Itch (20th-Fox) 2nd week.

Jacksonville: Interrupted Melody (MGM);
Moonfleet (MGM) ; Purple Mask
(Univ.); Shot Gun (A.A.).

Kansas City: Blackboard Jungle (MGM)
5th week; Love Me or Leave Me (MGM) ;
Soldier of Fortune (20th-Fox).

"Pearl" Foreign Premiere
Set for London July 25

“Pearl of the South Pacific” will have its
foreign premiere at the Gaumont houses in
London, July 25, it was announced this
week by Walter Branson, worldwide sales
manager for RKO Pictures. It had its world
premiere this week at the Fox theatre, St.
Louis. The film was produced by Benedict
Bogeaus, directed by Allan Dwan and stars
Virginia Mayo and Dennis Morgan.

Venice Film Festival
To Open August 25

This year’s Venice Film Festival, the
16th, will open August 25 and run for 15
days. It will be preceded by the Seventh

Memphis: The Cobweb (MGM) ; The Far
Horizons (Par.).

Milwaukee: Marty (U.A.) ; Wayward

Wife (I.F.E.).

Minneapolis: Blackboard Jungle (MGM)
8th week; Love Me or Leave Me (MGM)
3rd week; This Island Earth (Univ.).

New Orleans: Davy Crockett (B.V.) ; The
Far Horizons (Par.) ; Five Against
THE House (Col.) ; Love Me or Leave
Me (MGM) 2nd week; A Prize of Gold
(Col.) ; This Island Earth (Univ.).

Oklahoma City: Ain’t Misbehavin’

(Univ.) ; Davy Crockett (B.V.) 4th
week; Hell’s Island (Par.); Magnifi-
cent Matador (20th-Fox) 2nd week;
Strategic Air Command (Par.) 5th
week.

Philadelphia: Davy Crockett, King of the
Wild Frontier (B.V.) ; End of the
Affair (Col.) 2nd week; The Far
Horizons (Par.) ; Interrupted Melody
(MGM) 2nd week; Love Me or Leave
Me (MGM); Marty (U.A.).

Pittsburgh: The Cobweb (MGM); Davy
Crockett (B.V.) ; Green Scarf (Asso.
Artists) 9th week; Love Me or Leave
Me (MGM) 2nd week; This Island
Earth (Univ.) 2nd week.

Portland: Love Me or Leave Me (MGM)
2nd week; Soldier of Fortune (20th-
Fox) 4th week; Strategic Air Command
(Par.) 4th week; This Island Earth
(Univ.) ; To Paris With Love (Cont.
Dist.) .

Providence: End of the Affair (Col.) ;
The Far Horizons (Par.).

Toronto: Davy Crockett (B.V.) ; Love Me
or Leave Me (MGM) 3rd week; Marty
(U.A.).

Vancouver: A Bullet for Joey (U.A.) ;
Moonfleet (MGM).

Washington: The Cobweb (MGM) ; Fox-
fire (U-I) ; Love Me or Leave Me
(MGM); Marty (U.A.) 3rd week.

International Festival of Children’s Films
and the Sixth International Festival of Film
Documentaries and Short Subjects August
18. These will run eight days. Principal
prizes will be the Grand Prize in gold, “Lion
of St. Mark,” four silver “Lions of St.
Mark,” and two “Count Volpi di Visurata”
cups for best female and male performances.

Brandt Takes Drive-in

HARTFORD : Poquonock Drive-In The-
atre Corp., newly-formed Connecticut cor-
poration, has taken over the Bridge drive-in,
Groton, formerly operated by the Associated
Management Corp. Harry Brandt, New
York theatre owner, is president; Richard
Brandt, vice-president, and Vivian Gruber,
secretary.

MOTION PICTURE HERALD, JULY 2, 1955

STARRING

Ohio Censor
Fight

For 3Mo§nent

COLUMBUS : The Ohio censorship fight
appears to have ceased, temporarily at least,
as the state legislature adjourned last week
without enacting the new censorship bill.
However, it seems certain that proponents
will attempt to revive the measure in the
next session.

A statement was issued immediately by
the Independent Theatre Owners of Ohio,
which urged exhibitors in the state to
“place their reliance on the seal of the mo-
tion picture Production Code.” It con-
tinued, “Inevitably there will be some pic-
tures available which do not bear this seal.
We urge that you screen these carefully and
that you play nothing that would subject
you or the motion picture industry as a
whole to criticism.”

The organization said the theatre owners
should now be the sole judges of what is
suitable screen entertainment for the public.
It added, “We hope that you will join us
in our pledge to keep the theatres clean and
decent places of family entertainment, which
is the objective of our industry.” The state-
ment also noted the new situation should
also ease the print situation since prints may
now be borrowed from out-of-state ex-
changes.

The Senate did approve a bill to pro-
hibit the showing to minors of “obscene”
films and those which contribute to juve-
nile delinquency and promote crime. It also
bans the sale of obscene comic books.

Bowen Replaces Flick as
New York Film Censor

ALBANY : Dr. Ward C. Bowen, chief of
the Bureau of Audio and Visual Aids, State
Education Department, New York, has been
designated by Commissioner Lewis A. Wil-
son as acting director of the Motion Picture
Divison, effective July 1. He replaces Dr.
Hugh M. Flick, who has been appointed
executive assistant to the Commissioner. Dr.
Bowen, associated with the department since
1923, served as acting director of the film di-
vision (censor) from 1946-1949 while hold-
ing his other position and will do so now.

Fall River Bishop Assails
Salacious Pictures

FALL RIVER, MASS.; “Cleaning up the
movies and literature is something you can
do,” Most Rev. James L. Connolly, Bishop
of the Fall River Diocese, told a gathering
at the graduation exercises of Mount St.
Mary Academy here this week. He said it
is up to the people to decide who will en-
tertain them and what ideals they will tol-
erate in civic, social and political life. He
condemned salacious films and added the
Supreme Court makes decisions that are
pleasing to the majority of the people rather
than adhering to the law.

M.olRK Sheridan, 20th Century-Fox Dallas
branch manager, has been named south-
west district manager with headquarters
in Dallas. William B. Williams, for-
mer city sales manager, will succeed him
in Dallas.

Murray M. Kaplan has been elected a
vice-president of Artists-Producers As-
sociates, Inc. He' had recently been vice-
president of Specialty Features.

Legion Approves 7 of
I I New Productions

The National Legion of Decency this
week reviewed 11 pictures, putting three in
Class A, Section I, morally unobjectionable
for general patronage ; four in Class A,
Section II, morally unobjectionable for
adults, and four in class B, morally objec-
tionable in part for all. In Section I are
“Day to Remember,” “The Private War of
Major Benson” and “The Tiger and the
Flame.” In Section II are “Lady Godiva,”
“Mau Mau,” “Pearl of the South Pacific”
and “The Scarlet Coat.” In Class B are
“Finger Man” because of “excessive brutali-
ty” ; “Man Who Loved Redheads” because
of “light treatment of marriage ; suggestive
situations”; “Seven Year Itch” because
“the film treats in a flippant and farcical
manner marital fidelity and is suggestive in
costuming, dialogue and situations”; “Sum-
mertime” because it “tends to arouse undue
sympathy for immoral actions; suggestive
.sequences.”

Detroit Fox Manager
Honored with Drive

DETROIT : J. J. Lee, 20th Century-Fox
Detroit branch manager, will be honored
on the 30th anniversary of his association
with the film company with a week-long
sales drive, July 10-16. All exhibitqrs in
the Detroit area are invited to participate
in “Joe Lee Week.”

Atlanta WOMPI Installs
New Officers for Year

ATLANTA: Mayor William B. Hartsfield
was the principal speaker at the Variety
Club where the Atlanta club of Women of
the Motion Picture Industry installed its new
officers for 1955-56. The new officers in-
clude Mrs. Stella Poulnot, president; Mrs.
Evelyn Snow, first vice-president ; Mrs.

J. Raymond Bell, public relations execu-
tive for Columbia Pictures, has been
elected first vice-president of the New
York Chapter of the Public Relations
Society of America. He was also elected
a national director.

Robert W. Selig, division manager for Fox
Intermountain Theatres, was reelected to
his eighth term as president of the board
of trustees of the University of Denver.

Ernestine Carter, second vice-pi'esident ;
Doris Hones, recording secretary ; Katherine
Moore, corresponding secretary, and Edythe
Bryant, treasurer. Delegates to the national
convention in New Orleans, September 30-
October 1, will be the new president and
Mrs. Betty Rary.

Poe Gets Fult
IFF Potrer

by ARGEO SANTUCCI

ROME: Seymour Poe, named executive
vice-president of IFE Releasing Corp., was
given complete autonomy at a meeting of
the board of directors of Italian Films Ex-
port here last week to select the Italian pic-
tures which he believes to be suitable for
U.S. distribution, as well as product from
other countries.

Mr. Poe said IFE has been an experiment
up to now and that as an experiment it was
a success chiefly in publicizing the Italian
film in the American area, although the
gross receipts were not high. He added
that very few pictures from any country
abroad were successful in the United States.

According to Mr. Poe, the opposition to
foreign films is not due to American audi-
ences, but to the exhibitors who resist not
because they are foreign but because they
are so off the beaten path it requires a lot
of difficult effort to successfully launch them.
He said one of the chief aims of the new
program of IFE is to establish good public
relations with American exhibitors. Mr.
Poe said although other than Italian films
may be distributed, they will be selected only
in the measure they can help the success
of the Italian films which remain the main
goal of IFE Releasing Corp., whose branch
operations may be reorganized.

Eric A. Johnston, MPAA president, went
to the coast Jhis week for two weeks. His
schedule includes Seattle, Spokane and
Hollywood.

Ross Hastings, general counsel and execu-
tive at RKO Radio studios, will resign
July 30, to open his own law offices. He
has been with RKO since 1936.

W. J. Singleton, director of sales and serv-
ices for Associated Screen News, Toronto,
has resigned, effective July 31.

.•K

Frank J. Shea has joined Pelican Films,
Inc. as vice-president in charge of sales.
He was recently director of sales at John
Sutherland Productions.

MOTION PICTURE HERALD, JULY 2. 1955

t\ o

•|o

for your

THE RIGHT TIME

THE RIGHT ENTERTAINMENT

starring

SEAN McCLORY • JOANNE JORDAN
RAY MIDDLETON ♦ JACLYNNE GREENE

starring ^

VICTOR McLAGLEN k

w«h JOHN BAER • KATHLEEN CROWLEY . ANTHONY CARUSO

starring

ROD CAMERON- GALE ROBBINS • ALLISON HAYES

Check these NEW iU minute features
with the Manager of your Repuhlic branch

ALBANY

Patrons of approximately 60 drive-ins dot-
ting the exchange district apparently will not
participate in the Audience Award balloting,
from Xov. 17 through Nov. 27. Few, if any,
outdoor situations will be open that late.
However, drive-in operators can submit
nominations, in the categories of best pic-
tures, best star performances, and most
promising young personalities, for the pe-
riods ending Mar. 31, June 30 and Sept 30,
co-chairman Harry Lamont has pointed out.

. . . Joseph Andrek, new owner of the River-
side drive-in, Ogdensburg, has been conduct-
ing a contest to rename it. . . . Peter Papaya-
nakos postponed the premiere of a drive-in
between Potsdam and Massena until about
July 1. . . . The Mohawk and Saratoga drive-
ins held a Chevrolet car giveaway, June 28;
Proctor’s, Plaza, State and Erie, Schenec-
tady, a Hudson giveaway, July 1 — as part of
Fabian Jubilee of Hits campaign. . . . Visi-
tors included ; Jack Harris, chief buyer for
Walter Reade, Jr. Theatres; James Bracken,
Stanley Warner zone contact manager ;
Charles and John Rossi, Strand and Para-
mount. Schroon Lake ; Clarence Dopp,
Northville, Poland and Frankfort.

ATLANTA

Clifton Droke and Tom Perdue are the
new owners of the Mid-Way drive-in at
Bluff City, Tenn. . . . Back at her desk after
a spell in the hospital is Miss Hilda Knight,
of the accounting department at Allied Art-
ists. . . . Mrs. Polly Puckett, also of Allied
Artists, is back after a vacation in North
Carolina. . . . J. H. Edwards is the new man-
ager of the Peachtree drive-in. He trans-
ferred from the .Scott drive-in, Decatur, Ga.
L. E. Waldrup was transferred from the
Decatur theatre to .Scott drive-in. George
Huff is the new manager at the Decatur. . . .
Sara Morgan has been added to the booking
department at .\BC Booking Service. . . .
Lorene Winbley, Republic Pictures, and
Mrs. .Stella Poulnot, same company, have
returned from vacations. . . . Mrs. Jannice
Linsday has purchased the Fox theatre. La
Follette, Tenn., from Joe Martin. . . . The
Georgia Theatre Co., owner and oj)erator of
the Modjeska and Miller theatres in Augus-
ta, Ga., has taken over the .Sky View drive-
in, the Forest Hill and the Don Air drive-in
there. . . . Mrs. George L. Parker, a veteran
of 39 years in the motion picture industry in
Jacksonville, Fla., was honor guest at a
luncheon given by her friends at the Roose-
velt Hotel there. . . . Homer Ricks, husband
of Mrs. -Mildred Ricks, of Film Row, died
in his home in Atlanta.

BALTIMORE

The large amount of heavy rains that have
been falling in this area have affected not
only the indoor theatres, hut the drive-ins as
well. . . . Jack Fruchtman, operating the
Keith and New theatres here, came in to
visit with his manager Nat Hodgdon. . . .
W. Perkins, former assistant manager at the
Patapsco theatre, is now the assistant at the

new Timonium drive-in, scheduled for open-
ing around July 15. . . . Bill Downey has
resigned as assistant manager at the Town
theatre. Bill Avis, former student assistant
at the Century and more recently with the
Social Security Department, will replace
him. . . . Jack Whittle, Avenue theatre, spent
the weekend in Alexandria. . . . Mrs. Rhona
Lee Tabor, daughter-in-law of Sam Tabor,
Republic salesman, graduated from the Uni-
versity of Maryland. . . . F. H. Durkee, Sr.,
Durkee Enterprises, attended the graduation
of his granddaughter at the University of
V^irginia. . . . Mickey Hendricks, Mayfair,
was given a birthday party in the Variety
Clubhouse by area film salesmen.

BOSTON

Film Exchange Transfer Company, larg-
est New England film delivery service,
started its trucks moving again after agree-
ing to a 15 cents an hour pay raise for
drivers, pending signing of final contracts
hy units of Local 25, Teamsters Union.
.Some other concerns had already signed.
. . . Robert Coyne, COMPO general coun-
sel, explained to a group of New England
exhibitors their part in the Audience Awards
plan, at a meeting in the Bradford Hotel.

. . . From Fall River 1,400 school children
came to the Boston theatre for a special
showing of ‘‘This Is Cinerama,” which is
to he replaced by “Cinerama Holiday” Au-
gust 30, after an 87-week run. . . . Redstone
Drive-In 4'heatres is seeking a license for
a big drive-in on 30 acres of undeveloped
land fronting on Bennington Street, East
Boston, and Mayor Hynes has stated that
he approves the project. . . . Melvin Davis,
head booker at Republic, is engaged to
(41enys Blumenthal of Portland, Maine. They
plan to be married in the fall. . . . The State
theatre. East Milton, has been leased by
Robert Werner.

BUFFALO

Buffalo’s newest drive-in, the Twin,
opened last Friday night on Walden Avenue
at Dick Road. . . . VVOien Edward J. Wall,
field representative, Paramount Pictures,
was in town the other day conferring with
Arthur Krolick and Charlie Taylor at the
UPT executive office on promotion plans for
“The Seven Little Foys,” he also was pass-
ing out stogies in celebration of the fact that
Mrs. Robert T. Wall, wife of his son, is the
mother of a bouncing baby boy (Peter
James) born in Brady hospital, Albany. . . .
Edmund C. DeBerry, manager of the Para-
mount branch here is vacationing in Char-
lotte, N. C., for a couple of weeks. . . . Oscar
Morgan, manager of Paramount’s short sub-
jects department, was in Buffalo last week-
end conferring with the local sales staff. . . .
Mrs. Robert M. Kallett, and her children,
Afichael Robert, Steven Lux and Douglas
Edward, will arrive in Buffalo July 1 to be
guests for the summer of Mrs. Kallet’s par-
ents, Mr. and Mrs. Elmer F. Lux, at their
summer home in Waverly Beach, Ontario.
... Jim Fater, recently a member of the
Columbia .sales staff, has rejoined the U-T

sales forces, with which he formerly was
associated for several years. Fater will cover
the Rochester-Syracuse territory. . . . Clar-
ence Miller, recently a motel operator in
Niagara Falls, has opened the Orleans drive-
in on Highway 31, three miles west of
Albion. . . . Ben Felcher, manager of the
local Columbia exchange is vacationing at
the Browm Health Resort in Garrison, N. Y.

CHICAGO

James Jovan, owner of the Monroe thea-
tre and president of the Globe Film Com-
pany, wrote from Delphi, Greece, that he
is still trying to find what is “wrong with
the motion picture business.” Mr. Jovan and
his son, Constantine, are touring several
European countries. . . . Irving Joseph,
general sales manager here for Modern Film
Distributors, left for an extended business
trip in Cleveland. Cincinnati, Buffalo and
New York. . . . Victor Vicks has been ap-
pointed to manage Harry Nepo’s Roseland
theatre. Vicks, who has had to discontinue
coast to coast traveling in the interests of
national publicity projects because of illness,
was a Scribes Award winner last year. . . .
The Palace, formerly known as the White
Palace, has been redecorated and reopened
by the former owner, Sinuel Roberts. . . .
The Calo, another neighborhood theatre
which has been closed for some months, was
to open July 1 under the ownership of G & G
Enterprises headed by Raymond Geraci and
Harold Goldsmith.

CLEVELAND

Frank Gilfilen’s new Tri-Vale drive-in at
Coshocton was severely damaged by a dyna-
mite explosion at 3 :30 A.M. last Wednesday.
Perpetrators of the vandalism are unknown
by the FBI which is working on the case.
Screen tower, screen, part of the projection
booth and the concession building were de-
stroyed. The theatre was built this spring to
take the place of Gilfilen’s nearby Skyway
drive-in, taken over by the county for a new
road. . . . Katherine Swilling, long-time Re-
public bookkeeper, is in St. Vincent’s Charity
Hospital for surgery. . . . IM. B. Horwitz.
head of the Washington circuit, returned
from a whirlwind four-week European tour.
. . . Harry Buck, manager of Shea’s .State
theatre, Conneaut, is vacationing in New
Hamp.shire with Tom Durkin substituting
during his absence. . . . Mary Maxw'ell,
Modern theatre secretary, is vacationing in
Florida. . . . Ottmer J. Dangl has leased
the Paramount theatre, Akron, and reopened
it after being dark two years, on July 1st.

COLUMBUS

Three members of the I.A.T.S.E. local
were presented gold 50-year cards at a com-
memoration dinner held at the Virginia
Hotel. They are Morgan Johnson, Charles
Dillon and Albert Trott. Richard F. Walsh,
international president, made the presenta-
tions. . . . Abe Bernstein of United Artists

{Continued on opposite page)

MOTION PICTURE HERALD, JULY 2, 1955

{Continued from opposite page)

was nere in advance of opening- of “Not As
A Stranger” at Loew’s Broad, booked to
start July 8. . . . “Davy Crockett, King of
the Wild Frontier” went into a second week
at RKO Grand after a first week at RKO
Palace. . . . Norman Nadel, theatre editor
of the Columbus Citizen, was in New York
last week to arrange details of the Citizen’s
fall "show-train” which will be going to
New York.

DENVER

C. K. Beatty has opened Blackhawk, Colo.,
to films with a 200-seat New^ Central, run-
ning weekends at present, with another
change later. . . . The Centennial twin-screen
drive-in now using both screens, with one
showing a first run and the other screen a
subsequent. . . . Five Fox houses here offer-
ing string of ten children’s shows this sum-
mer at $1 for season for children. Single
admissions are 20 cents with 50 cents for
adults. . . . Following the death of Leo
Bertolero, president Black Hills Amusement
Co., Deadwood, S. D., these new officers
were elected : Chas. Klein, president and
treasurer ; John Bertolero, vice-president,
and Marguerite Bertolero, Leo’s widow,
secretary and assistant treasurer. . . . With
Jack Felix as chairman, a meeting on the
audience awards was held at the Paramount
screening room, ilanagers were asked to
get their nominations for autumn poll in by
July 11. . . . Paula Nolan, manager’s secre-
tary, Universal, quitting to be with husband
in Ft. Worth, Texas.

DES MOINES

The w'orld premiere of “Night of the
Hunter” is expected to be held at the Para-
mount theatre in Des jMoines on July 26.
Present for the festivities w-ill be Paul
Gregory, producer of the film and a former
resident of Des Moines. . . . Earl Kerr was
on the Row from his Colorado retreat, doing
the booking tor several of his theatres in the
state. . . . Irwin Godwin, RKO head shipper,
is vacationing. . . . Morrie Rosenblatt, Allied
Artists salesman, is spending two weeks in
New York on his vacation. . . . Dave Gold,
Fox manager, and his salesmen have re-
turned from a meeting in New York. . . .
Chuck Laughlin, Universal salesman, is on
vacation. . . . Dora Schinkel is working as
an inspectress at Universal. . . . The Paris
theatre in Afton was closed for 10 days
while the owners took a vacation trip
through the west. . . . The ^lemorial theatre
at Thompson was reopened last week under
the management of the Legion post. There
are two program changes weekly. W'ayne
Bravick and Paul Sill, both former theatre
managers, are handling the booking for the
house which had been closed since April.

. . . !Max Shoemaker, owner of the Isis thea-
tre in Tabor, has installed new equipment
enabling him to show CinemaScope and
other wide-screen pictures. . . . A1 Myrick,
owner of the Lake theatre at Lake Park, was
host to theatre owners and managers in the
area at a meeting which included a discus-
sion of ways and means of keeping theatres
open in small towns.

DETROIT

Way up north in Thunder Bay where
Alice Gorham spends her vacations, a new
drive-in started operation July 1. Floyd
Chrysler is backing the 500-car spot with
Wesley Benac and J. Totten operating. . . .

THEY CUT A BIG CAKE
FOR CIRCUIT DOCTOR

PHILADELPHIA: Dr. Bernard L Kahn, who
this year is celebrating his 70th birthday as
well as his 46th year as a doctor, Wednes-
day evening was
guest of honor at a
birthday-anniversary
dinner at the RDA
Club, arranged by
the Stanley Warner
Company. Dr. Kahn,
assistant in derma-
tology and syphilol-
ogy at the Phila-
delphia General
Hospital since 1912,
has for many years
been the official
Dr. Bernard Kahn doctor of Stanley
Warner here.

Graduated in medicine in 1909, Dr. Kahn
served his interneship at Mount Sinai Hos-
pital, Philadelphia (now the Albert Einstein
Medical Center, Southern Division), from

1909 to 1910. He was chief resident from

1910 to 1911, and associate in dermatology
and syphilology from 1911 to 1936. In 1912,
he was made instructor in dermatology and
syphilology at the Graduate School of
Medicine, University of Pennsylvania, where
he was retired as adjunct in 1954. He is
well known for his civic, organizational and
professional extra-curricula activities. Dr.
Kahn's chief hobby is swimming, which he
practices daily.

Clark Theatre Service boss William Clark
is hunting in Wisconsin. . . . Donald McRae
is now managing the River Rouge for Max
Gealer. . . . The DeLuxe, operated by Elliott
Eine and Adrian Rosen, is on the block. . . .
National Theatre Supply is in the bidding
for projection equipment for the Edsel Eord
Auditorium nearing completion in the Civic
Center. . . . Jack Share is the new manager
at Dudelson Enterprises, coming here from
United Artists’ Cleveland office. . . . The ex-
panding list of theatres being serviced by
Clark Theatre Service necessitates expand-
ing office space. Lloyd Turel has been added
to the staff to handle bookings for the im-
mediate Detroit area sub-runs. John Him-
melein will handle outstate bookings. . . .
Howard Reynolds, who formerly owned the
Vogue and Family theatres, died in Grand
Rapids.

HARTFORD

State Police Commissioner John C. Kelly
has granted a permit to Atty. George LeWitt,
New Britain theatre owner, for construction
of a drive-in theatre at the intersection of
Route 5 and Deming Rd., Berlin, Conn. . . .
Joe Bronstein. manager of the East Hart-
ford Eamily drive-in, and Mrs. Bronstein,
the former Mary Shovak, have returned,
following a brief honeymoon. . . . Henry
Germaine, Paramount exchange manager in
New Haven, and i\Irs. Germaine are mark-
ing their 28th wedding anniversary. . . . Ann
Lamo of the Webster theatre, Hartford, has
returned from a New York and Connecticut
shoreline vacation. . . . Ray McNamara of

the Allyn theatre, and Allen M. Widem,
motion picture editor, Hartford Times, at-
tended the Boston press reception set up by
Paramount to honor Bob Hope and the lat-
ter’s “Seven Little Foys.” . . . Atty. Steven
Perakos of Perakos Theatre Associates,
New Britain, has been named to the board
of trustees of the New Britain Branch of
the American Cancer Society. . . . Ray Mc-
Namara, Allyn, has been elected a director
of the Greater Hartford Cerebral Palsy
Assn. . . . The Strand, Winsted, first run
operated by Lockwood & Gordon, has re-
sumed weekday matinees. . . . The Pine
drive-in, Waterbury, is now screening its
main feature first Sundays through Thurs-
days. Move was by popular request, accord-
ing to manager Frank McQueeney.

INDIANAPOLIS

Lyle Cole, formerly manager of the Strand
at Muncie, has succeeded the late Burrell J.
Byrd as manager of the Ritz here. ... A
camera crew headed by Ralph Staub was
here Thursday and Friday to film scenes at
the Cerebral Palsy Clinic, sponsored by the
A’ariety Club, for "The Heart of Show Busi-
ness.” . . . Dallas Schuder is showing "Davy
Crockett, King of the Wild Frontier,” on a
15-hour schedule at the Circle, from 9 A.M.
to 12 midnight. . . . Earl Cunningham, south
side exhibitor, has announced plans for a
new shopping center. . . . Guy Craig, former
Columbia branch manager now retired in
Elorida, and Otto Ebert, RKO branch man-
ager at Detroit who advanced from Indian-
apolis, were film row visitors during the
past week.

JACKSONVILLE

Forrest C. Wood’s Southeastern Film
Studio, which opened here several months
ago with a fanfare of publicity, is being
offered for sale at $14,000. . . . Carroll Og-
burn, W’arner branch manager, spent a week
covering the area to introduce his new sales-
man, I. F. Dolid, to Florida exhibitors. . . .
F. T. Summerlin has acquired the Capitol
theatre, Homerville, Ga., from Mrs. Lucy
Shapiro. . . . Alec Newman, U-I auditor, is
here from New York City to set up a new
records system at the local branch office. . . .
Jerry Earnest has been transferred from the
local Elorida theatre to the management of
the Rialto theatre, Orlando. Billy Wall, for-
mer manager of the Rialto, is now an assis-
tant to George Krevo, manager of the local
Palace theatre. . . . E. Wulfekuhler has been
remodeling and re-equipping his Dixie
drive-in theatre at DeLand. . . . The Delray
theatre, Delray Beach, has been closed for
the summer months. . . . Mrs. Joseph L.
Pappy, the mother-in-law of Dunbar Mor-
row, stage manager of the Elorida theatre,
died in a fire at her home. . . . Buford Styles,
U-I branch manager, is serving actively as
area chairman for the Will Rogers Memo-
rial Hospital fund drive.

KANSAS CITY

The board of directors of the Motion Pic-
ture Association of Kansas City, Missouri,
met recently at the Muehlebach hotel to dis-
cuss the annual stag outing to be held at
Hillcrest Country club September 19, and
also to hear a report from A. Cole on the
Sam Abend Memorial Shelter at the Boys’
Camp near Lees Summit, Missouri, which
has been completed and will be dedicated
August 9. ... Mr. Harold Lyon, of Para-

{Continued on follozving page)

MOTION PICTURE HERALD. JULY 2. 1955

{Continued from preceding page)
mount, with his family is motoring to Min-
nesota for vacation. . . . ilr. Harold Hume,
of 20th Century-Fox, has just returned from
fishing at Kenora, Ontario, Canada.

LOS ANGELES

Bernie Cobb, who recently resigned his
sales post at RKO, has joined the Columbia
Pictures office. ... A new drive-in, the Big
Sky, opened in San Diego June 22, with
stars and members of the industry in atten-
dance. Open air theatre has a 2,000 car
capacity and boasts the largest screen in
California (60 ft. by 120 ft.). Wade E. Allen
is the owner, and the buying and booking
assignment has been given to the Judy
Poynter office. ... A new widescreen and
CinemaScope lenses have been installed in
the Rustic theatre in Idyllwild, nearby moun-
tain resort. The Rustic is operated by Mr.
and Mrs. Glen Froelich. . . . Hugh Owen,
in charge of western distribution for Para-
mount, concluded a three-week stay on the
coast and headed for a meeting in Atlanta
enroute back to New York. . . . Oscar Amons
has shuttered his Beaumont theatre in Beau-
mont. . . . Morrie Sudman, 20th Century-
Fox branch manager, is sporting a new
Buick. . . . There was plenty of excitement
on the Row when a high-tension wire
snapped and draped itself across the roof of
Ida Schreiber’s car. Police and a mainte-
nance squad finally fixed things so the
Southern California Theatre Owners Asso-
ciation executive secretary could climb into
her car without danger of being electro-
cuted.

MEMPHIS

Lloyd T. Binford. 88-year-old chairman of
the ^iemphis and Shelby County Board of
Censors, will ask the City Attorney about
having an alternate censor serve when a
board member is not present if the present
board is unable to agree on whether or not
to ban Universal’s film, “The Naked Dawn.”
. . . A well-known theatre exhibitor, V. E.
Crawford, who owned and operated Jeran
and Von theatres at Booneville, Mass., and
had served his community as mayor of Ash-
land and state representative, died in a
Booneville hospital last week. Mr. Crawford
was 60. . . . MGM’s film, “The Cobweb,” did
50 per cent above average business during
its first week at Loew’s State to lead the
first runs in Memphis. . . . A. F. Rossie,
owner of New Roxie theatre, Clarksdale,
Miss., is on a three months’ visit to his na-
tive Lebanon. He came to America 35 years
ago and this is his first trip back home. . . .
J. C. Beasley, manager. Strand theatre,
Memphis, is on vacation. . . . Mrs. C. E.
Matthews, wife of C. E. Matthews, National
Theatre .Supply Co., is in Baptist Hospital
at Memphis for surgery. . . . Leon Round-
tree, \^alley at Water Valley and Holly at
Holly Springs, Miss., was in town on busi-
ness.

MILWAUKEE

The Lyric theatre at Stevenspoint, oper-
ated by Gran Enterprises, has been closed
for an extensive remodeling program. A
whole new front is being added to the thea-
tre with a new box office booth to the side
instead of in the middle. The 550 old seats
of theatre will be replaced with 500 new
ones. The rest rooms will also be refinished
in modern design. Weinberger of Minne-
apolis has done the designing and the Globe

Construction Co. of Stevenspoint the physi-
cal work. . . . R. P. Williams sold the Sun
theatre at Brodhead to Bobbie Soplien. . . .
Ra}' Johnson is taking over the Fern
theatre here from Barney Sherman. . . .
The Climax theatre here is installing Cin-
emaScope. . . . Angelo Provinzano, chap-
ter president of the Italian Civic associa-
tion, was on hand when the association hon-
ored five 1955 high school graduates at the
annual awards dinner where each received
scholarships. . . . Tax liens totaling more
than $24,0U0 were filed in federal court this
week against the former operators of the
Century and the Atlantic theatres here.
Named by the Milwaukee office of the in-
ternal revenue service were John R. Freuler
and Mrs. Loraine Walker, both of Glencoe,
111., and Mrs. Gertrude Hammelman of
Shorewood, Wis.

MINNEAPOLIS

“Blackboard Jungle,” in its ninth week at
the loop Gopher, has broken all house rec-
ords. . . . Ralph Pielow of Quad-States The-
atre Service, buying and booking combine,
is vacationing in the Black Hills in his new
Buick hardtop. . . . Peter Boosolis is the
new student booker at Warner Bros. . . .
Don Swartz, operator of Independent-Lippert
exchange, was in Kansas City on business.
. . . Irene Rogers, a stenographer, is a new
addition to the staff of independent Film
.Service. . . . Marilyn Miller, daughter of
branch manager LeRoy Miller, is the recep-
tionist at Universal-international for the
summer. . . . Howell Owens, MGM office
manager, is vacationing at his home in Ten-
nessee. . . . Cathy Talvey, branch manager’s
secretary at Columbia, is vacationing on the
North Shore of Lake Superior. . . . Wally
Bloom is celebrating the fifth anniversary
of his Sunset drive-in theatre at Alexandria,
Minn. . . . Jim Douglas is the new manager
of the Lake theatre at Willow Lake, S. D.
. . . George L. Turpen has taken over opera-
tion of the Quinn theatre at Quinn, S. D.
. . . Work has started on a $10,000 remodel-
ing program at the Lake theatre at Wood
Lake, Minn.

NEW ORLEANS

Paramount Gulf Theatres closed the sub
Ak'.mo, Vicksburg, Miss. . . . The Round-Up
drive-in Lake Charles, La., operated by
Southern Amusement Company is closed
temporarily for remodeling. . . . Abe Beren-
son, president Allied Theatre Owners of
Gulf States; Gaston J. Dureau, Jr. president
Paramount Gulf Theatres, and C. J. Jimmy
Briant, MGM branch manager, comprise the
exchange area committee which will poll
activities for the National Audience Awards
election to be held Nov. 17 to 27. . . . Russ
Bovin, Loew’s District manager, was in
New Orleans to discuss plans with manager
Rodney Toups regarding presentation of
films for the summer season at Loew’s State.
. . . Haywood Hanna assumed ownership of
the Tone theatre, Cantonement, Fla., from
I'red T. McLendon Theatres, Union Springs,
Ala. Hanna formerly managed the circuit’s
Milton, Milton, Fla. . . . Ann Schenck of
Lazarus Theatres is vacationing on Missis-
sippi’s Gulf Coast. . . . Carroll Puciato, Car-
roll Pictures, New York, visited with Milton
and Mamie Dureau at Masterpiece to discuss
a deal for the distrdmtion of the company’s
new product. . . . Mr. and Mrs. Bill Terrell,
Koseland, La., were at Stevens booking and
buying for their theatre in Amite, La.

OKLAHOMA CITY

Mr. and Mrs. H. A. Garrett have been
named managers of the Circle drive-in thea-
tre, in Oklahoma City. . . . Beryl Johnson
has been named manager of the Del drive-in
theatre, Oklahoma City. . . . The Tower
theatre, Oklahoma City, has installed new
deep cushion seats. A children’s show was
held there June 18 when every child got a
prize. . . . The Plaza theatre, Oklahoma
City, held a "spook show,” June 18. Ad-
mission was free to all kids with six Pepsi-
Cola caps. The “Friendly Frankenstein” was
there in person. . . . The film “Smoke Sig-
nal” was playing at the McLoud, Okla.,
Avon theatre when it burned Monday night.

PHILADELPHIA

William Israel, who left his booking post
with Allied Artists, returns to the theatre
management field to supervise the six thea-
tres of the A. M. Ellis chain in the North-
east section of the city, including the new
Ellis which is being renovated at a cost of
over $100,000. . . . William Goldman, head
of the William Goldman Theatres, resigned
as a member of the board of directors of
Hahnemann Medical College and Hospital
here. . . . Charles Beaky, former assistant
manager of the Arcadia, is the new manager
of the Trans-Lux. . . . Max Slavitz bought
the closed Rialto, West Chester, Pa., as a
real estate investment. . . . The formation of
Brian Cartoons, Inc., in conjunction with
the commercial and television film produc-
tion firm of Louis W. Kellman Productions
was announced. The new firm will produce
special color theatrical cartoons for national
and international distribution.

The Renninger at Schuylkill Haven, the
first drive-in in Schuylkill County, was
opened, operating six nights a week. . . . Bob
Murrin named central city relief manager
for the Comerford houses in Scranton, Pa.
. . . The city’s German-language film house,
Stanley Warners’ Lindley, has closed for the
summer. . . . Lou Fortunato succeeds Frank-
lin O. Pease as manager of the Park. . . . Roy
.Sullender was appointed sales representative
for the local exchange area for Hallmark
product. . . . DeLuxe Buying and Booking
Service is now handling the Hazelton drive-
in, Drums, Pa., and the Refowitch, Free-
land, Pa.

PITTSBURGH

“End of the Affair” will follow the cur-
rent “Three Cases of Murder” in the Squir-
rel Hill with Louis de Rochemont’s “The
Great Adventure” also set here. . . . The
phenomenal “Green Scarf” goes a tenth
week in the Guild art house with the man-
agement not even posting “final week” no-
tices yet. . . . Bob Hope will do only one
show the night of July 6 on the Stanley
stage in connection with his “Seven Little
Foys” plugging. . . . The Penn gets “The
Hou.se of Bamboo” the week of July 1. one
of the first 20th Century-Fox pictures ever
to play the big de luxer before it gets the
world premiere of “We’re No Angels” on
July 8. . . . The David Kimelmans (he’s the
local Paramount branch manager) cele-
brated their 30th wedding anniversary. . . .
More than 175 mayors and burgesses have
been invited to meet with Pittsburgh’s
Mayor David L. Lawrence in connection
with the current “Cinerama Holiday Tri-
.State Area Week.”

{Continued on opposite page)

MOTION PICTURE HERALD, JULY 2, 1955

PORTLAND

Guild theatre manager iMarty Foster left
lor San Francisco and Los Angeles on busi-
ness trip. . . . John Peterson has resigned as
manager of Modern Theatre Supply here
and purchased Interstate Theatre Supply
which he is now operating. . . . Richard
Lange, RKO branch manager, is suffering
from arthritis. . . . Lassie and pal Jeff will
appear at the Mollala Buckeroo July 2-4. . . .
A. C. Lyles has returned to the film capitol
after two weeks here. . . . Hamrick city
manager Marvin Fox is back at work after
a week's vacation.

PROVIDENCE

The Avon Cinema brought back Laurence
Olivier, in ‘AVuthering Heights.” . . . Rhode
Island’s wonders are the subject of a 13-
minute movie, “The Many Faces of Rhode
Island,” being distributed throughout the
country, in an attempt to build up tourist
trade to this state. . . . The Uptown, neigh-
borhood house, presented for the entertain-
ment of their predominantly Italian trade,
the first local showing of the first Italian
musical-comedy film made in color. “Taran-
tella Napolitana,” with English sub-titles
for the non-Italian patrons, enjoyed a lucra-
tive tour-day run. . . . E. M. Loew’s Provi-
dence drive-in is again sponsoring a team in
the top Providence Amateur League. Cur-
rently in sixth place in the standings, the
nine which has won two games and lost
four, has been seriously handicapped be-
cause several of their 1954 stars have gone
into the Armed Eorces. However, with the
season comparatively young, and judging by
the brand of baseball demonstrated in their
last two starts, the Loew-team may still get
up to the top. . . . The Quonset drive-in is
featuring free pony rides for the kiddies.

ST. LOUIS

A drive-in movie benefit for the Imperial,
Mo., boys’ baseball team was booked June 29
at the 61 drive-in theatre at Pevely, Mo.,
and the sale of tickets was heavy. . . . The
merchants of DeSoto, Mo., and the Collins
theatre of that city, have arranged to con-
duct a shopning center at the theatre for
an indefinite time, to stress the desirability
of DeSoto as a shopping center. A free show
will be given every Saturday for children.
. . . The Pox Illinois and Times theatres in
Jacksonville, 111., have been conducting a
“Shop and Show” night during which they
furnished entertainment for the kiddies on
Friday nights while the parents do their
shopping. . . . The 61 drive-in theatre at
Festus, Mo., now is showing pictures on a
new wide CinemaScope screen and is open
every day. . . . ^ilarvin Gebhardt has leased
the Electric theatre in Glasgow, Mo., and
has taken over its operation. Air condition-
ing has been installed and a general renova-
tion and remodeling program is under way.
. . . The Camdenton drive-in theatre at Cam-
denton. Mo., has just been opened for the
first time in two years.

TORONTO

The Odeon Better Management Contest
of 26 weeks finished up with Wannie Tyers,
manager of the Hyland, Toronto, steaming
into first place in showmanship and attend-
ance to win a $350 prize. He was followed
by Frank Lawson, of the Danforth, and
Barry Carnon, Fairlawn, both of Toronto.
. . . Ben Sommers, State theatre, Winnipeg,

heads the newly-elected executive of the
Manitoba Motion Picture Exhibitors Asso-
ciation, succeeding S. Richard Miles, also of
Winnipeg. . . . A1 Duguid, manager of the
Academy, Lindsay, was a Kiwanis luncheon
speaker. . . . J. C. Kennedy, manager of the
Roxy, Cornwall, has been transferred by
National Theatre Services to the Roxy,
Burlington. . . . Head of the advertising
agency representing the Motion Picture
Association of America in the Canadian
Cooperation Project, John A. MacLaren,
died in Miami at the age of 63. . . . CHUM’s
Phil Stone, who recently became regional
public relations head for the Red Cross, is
doing his “In Town Tonight” program from
the lobby of Loew’s here. ... New use of
theatres closed is that of the Giant Auction
Sale at the Variety here, while the Vogue
theatre plays host to a Sunday night West-
ern Jamboree.

VANCOUVER

British Columbia projectionist union No.
348 has moved into its two-story office build-
ing on Seymour St. Under the British
Columbia liquor act, the union is privileged
to carry on business of a cocktail bar and
lounge for its 175 members and friends. . . .
Jack Armstrong, manager of the Paradise,
Vancouver, is moving to Victoria to man-
age the 850-Plaza. He replaces Norman
Reay who is moving to Vancouver to join
the booking department of Odeon at the dis-
trict office. . . . Frank Smith, Sr., of the
Kerrisdale, and treasurer of the projection-
ists union, is hospitalized for surgery. . . .
Guy Upjohn, Odeon executive, is here from
Toronto and is expected to be looking over
the Pacific division for the next two months.
. . . Don Barnes, from London, England, is
assistant at the Odeon-Vogue. He is taking
over from Ed Newton who will act as relief
manager for Odeon during the summer holi-
days. . . . Jack Stewart, of the Dominion,
and Ernie Sauer, manager of the Odeon,
North Vancouver, are on vacations south of
the border. . . . Ross Beesley, ASN repre-
sentative in British Columbia, has flown up
the Alaska Highway, north of Whitehorse,
to film the activities of the Army Engineers
who are responsible for the maintenance of
the Highway. The footage will appear in
newsreels.

WASHINGTON

District commissioner Robert L. Mc-
Laughlin was made an honorary member of
the Variety Club of Washington, and was
presented his membership card at a luncheon
w’ith the Variety Club board of governors.
. . . iMichael Siegel has been named sales
representative for the Kay Eilm Exchange.
. . . Tom Baldridge, MGM, was reelected
chairman of the United States Junior Cham-
ber of Commerce’s War Memorial Fund
board of trustees. . . . Co-Chairmen Sam
Galanty, George A. Crouch and Albert W.
Lewitt have selected the date of August 26
for the Variety Club golf tournament and
dinner dance. It will be held this year at the
IManor Country Club in Norbeck, Maryland.
. . . The Super-Chief drive-in celebrated its
third anniversary with many prizes given to
patrons. . . . Joseph C. Nickels, assistant
chief industrial engineer for the United
States Post Office Dept., has been approved
for Associate membership in the Variety
Club. . . . Jake Flax, Republic Pictures
branch manager, visited accounts in Rich-
mond and Roanoke.

Find Teens
Dmp Off in
Fu tmnnge

LOS ANGELES : A survey by the research
department of National Theatres in six of
its neighborhood theatres here revealed that
teen-age patronage is dwindling and 62.9 per
cent of the total audience were between the
ages of 21 and 40.

In a breakdown by age groups, it was an-
nounced in the circuit’s house organ. Show-
man, that 7.7 per cent were in the 1-1 1 age
bracket; 16.3 per cent, 12-20 years; 41 per
cent, 21-30 years; 21.9 per cent, 31-40 years;
7.5 per cent, 41-50 years, and 3.4 per cent,
51-60 years. Only one per cent of the pa-
trons were over 60 years of age.

The survey also revealed that 76.7 per
cent had television sets and that comfort
with 30.7 per cent was the main reason why
patrons liked a particular theatre. The aver-
age distance driven by a patron to a circuit
theatre was 3.9 miles and 54.5 per cent said
they had attended a theatre within the week.
It was found that 46.9 per cent said they
liked foreign films.

When asked how they obtained informa-
tion on current programs, the breakdown
was : newspapers, 69.9 per cent ; theatre
fronts, 15.3 per cent; word-of-mouth, 7.8
per cent ; trailers, 6.5 per cent, and telephone
3.3 per cent.

Big Bronstein Drive-in
Opens in Hartford July 8

HARTFORD : Richard Smith of Smith
Management Co., which will operate the
2,070-car Meadows drive-in theatre under a
30-year lease from the A. J. Bronstein inter-
ests, has invited Broadway and Hollywood
personalities to attend the opening July 8.
The half-million dollar project will have a
screen measuring 126 feet wide and 50 feet
high. Mr. Bronstein, who heads North
Meadows Realty Corp. of Hartford, indi-
cated that he and his associates are negoti-
ating for additional outdoor theatre sites in
Connecticut. “We have the utmost confi-
dence in the future of the drive-in theatre
field.” he said, “and are prepared to expand
our operations in the immediate future.”

Museum Shows UFA
Cartoons in Exhibit

An art exhibit and a series of film show-
ings featuring the works of United Produc-
tions of America, creators of animated films
for Columbia Pictures release and commer-
cial use, opened at the Museum of Modern
Art, New York, last week, for two months.
The exhibit will be the first in 10 years
devoted by the museum to the art of the
motion picture and will mark the first time
in 15 years a display has been centered on
animated or cartoon films. Cartoons will be
screened daily, and an exhibit will feature
historic and modern animation devices.

MOTION PICTURE HERALD. JULY 2, 1955

CLASSIFIED ADVERTISING

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commission. Address copy and checks: MOTION PICTURE HERALD, Classified Dept., Rockefeller Center, New York (20)

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OFFSET MOVIE PROGRAMS. LOW PRICES.
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SEATING

VACATING OUR IRVINGTON, N. J. WARE-
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Contains over 12.000 biographies of important motion
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Complete listings of -feature pictures 1944 to date. Order
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New York 20. N. Y.

RICHARDSON’S BLUEBOOK C)F PROJECTION.
New 8th Edition. Revised to deal with the latest tech-
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the art of the motion picture. The standard textbook
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Invaluable to beginner and expert. Best seller since
1911. 662 pages, cloth bound, $7.25 postpaid. QUIGLEY
BOOKSHOP, 1270 Sixth Avenue, New York 20. N. Y.

STUDIO EQUIPMENT

ART REEVES 35MM RECORDING OUTFIT,
$5,000 value— $495.00; Eastman Developing Machines,
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Tripod for heaviest TV or Movie Cameras on 3-wheel
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floodlights holding 12 bulbs, $180.00 value, now $29.50.
S. O. S. CINEMA SUPPLY CORP., 602 W. 52nd St.,
New Y’ork 19.

l^arhshnps
^ Big Help^
Sags Simons

With the last in the series of MGM
Ticket Selling Workshops concluded in San
Francisco 10 days ago, Mike Simons, MGM
director of customer relations, returned to
Xew York last week with the confidence of
a man who has seen a job well done.

Information gleaned at the workshops al-
ready has been put to practical use and ex-
hibitors who attended one or another of
the 24 “laboratories” now are cashing in on
the promotional ideas brought forth at the
sessions, said Mr. Simons. He also said
that MGM has no plans at present to con-
duct any more sessions in the next year. He,
however, will address the Famous Players
Canadian convention for circuit managers
-•\ugust 4, in Toronto, explaining the work-
shop agenda.

“Young people in exhibition and many
new theatre owners in the business now
have benefited enormously by the ideas pre-
sented by ‘old showmen’,” the MGM official
said. Exhibitors are back at work selling
pictures, installing the latest screen equip-
ment in their theatres, and doing things

which sell tickets, he added. Included in
the latter, he said, is the “new slant” on
television which many exhibitors received
at the workshops. Exhibitors, he said, “now
are utilizing this medium in selling their
presentations to the public.”

Film Men Across Nation
Meet on Audience Poll

The Council of Motion Picture Organiza-
tions-sponsored Audience Awards campaign,
and its promotion, are the subjects of a
series of current and projected “grass roots”
meetings of exhibitors and distributors in
various key areas of the country. Denver
area film men met at the Denver Club, Den-
ver, last week for a conference sponsored
by Frank H. Ricketson, Jr., Pat McGee and
Jack Felix. Similar meetings were held
Wednesday this week in New York City
and Thursday in St. Louis, Oklahoma City
and Boston. In July more meetings will be
held in New Haven, San Francisco, Char-
lotte and Milwaukee.

Long Is Named to Head
U. S. Overseas TV Program

WASHINGTON : Frederick A. (Ted)

Long, veteran broadcasting and advertising
executive, have been appointed head of the
overseas television activities of the U. S.
Information Agency. Theodore C. Streibert,

U.S.I.A. director, said Mr. Long’s appoint-
ment was the first step in a planned expan-
sion during the coming year of U.S.I.A.
television service to overseas stations to
more than double present levels. Since Jan-
uary Mr. Long has been executive vice-
president of Continental Pictures, Inc., New
York. In 1953 and 1954 he was director,
vice-president and general manager or
United Artists Television Corp., producing
and distributing TV film programs. Prior
to that he was wdth CBS and a number of
advertising agencies. Expansion plans in-
clude putting out the present weekly news-
reel twice a week, having special regional
editions instead of just one worldwide edi-
tion, and for the first time the production
of special TV films and kinescopes on vari-
ous themes and objectives of the informa-
tion program.

Lamb, RKO Manager in
Seattle, Dies at 65

SEATTLE: Edward A. Lamb, 65, branch
manager here for RKO, died June 23. Mi.
Lamb became a booker and salesman witn
Pathe in Seattle in 1924, and joined RKO
when the two organizations merged. In
1929 he became manager of RKO’s Portland
exchange, and a year later was assigned to
manage the Seattle exchange. He is sur-
vived by his wife, Zella M. Lamb, and also
his brother.

MOTION PICTURE HERALD. JULY 2. 1955

"Cl4ef CitijeHJ ” C^ul4 ^ecaptute a HcM /luMence

STANLEY SUMNER, a partner in the
operation of the University theatre,
Cambridge, Mass., is back in the mail
with further recommendation of a plan for
“Elder .Citizens” — which we praised on this
editorial page when he originally proposed
it last November. We’ve always been in
favor of “Old Folks’ Matinees” — and the
subject has been referred to often, both be-
fore and after the Cambridge demonstration.
It has long been popular in England, where
the idea is known under the descriptive title
of “Darby and Joan Clubs” — from the legend
of an old-age couple devoted to each other.
And in England, they have special tickets
for pensioners.

In Cambridge, also, the plan was tied
to the Red Feather campaign and old people
had the benefit of special admission prices
when they were identified by the agency,
with a ticket to be carried to the box office.
W'e believe there is a vast waiting audience
of older people, in every situation across the
land, who need and deserve special handling,
for shows that would attract as many or
more than children’s programs.

We don’t particularly like the notion of
making identification necessary, based on
welfare or pension payments from any
agency. Why should there be any inference
that these old couples are “on relief?” Cer-
tainly, they don’t earn as much or have as
much as they did in their prime, but they
need entertainment as much, and the blessed
privilege of being themselves, away from
the family and with their own kind. We
think any old couple of retirement age,
sixty-five or thereabouts, should have the
benefit of “two-for-one” admission prices,
and preferably on occasions that were dis-
tinctly NOT children’s matinees. They
would be grateful if they could avoid the
special shows for children.

Let’s see some examples of special mat-
inees in midweek, programs somew'hat more
mature than the Saturday bill, and “no
children admitted” — so the old folks
wouldn’t find the youngsters underfoot. Be-
lieve me, they would appreciate it. Older

THREE-TO-ONE AGAINST

The New York Herald-Tribune, in
its syndicated TV-Guide, issued as part of
the Sunday paper, conducted a poll of
their readers asking a vote on whether or
not they would be willing to pay for special
television programs on any kind of "meter"
basis. Twenty-four percent said "Yes" —
with reservations. Seventy-six percent said
"NO" — with emphasis.

That's a particularly illuminating reply to
a questionnaire, from a metropolitan audi-
ence, who can usually afford better things
and are accustomed to paying for them.
When it came to "how much" — there was
great divergence of opinion, with those
willing to pay at all averaging a total of
$2.46 each week, which is astonishing.
The lowest bid was 25c and the highest was
$35 — which was probably a freak. Most
voters wrote in their opinions, some of them
caustic, and with considerable emotion.
"An outrageous idea" — exclaimed one per-
turbed viewer.

We like to speculate on the future of this
interesting by-play in the public interest,
convenience and benefit. For instance, if
they drop coins in slots to see first-run
movies, then why not drop in 10% more to
pay amusement tax — or else take the tax
off theatres? Will television always be tax-
free, on the public air? Or — why not pay
a "juke box" license, if you have a juke-box
in your home? New York is looking for ad-
ditional tax income, and they never over-
look an opportunity.

folks like romantic pictures, which the kids
call “mushy”— they like pictures for grown-
ups, not the typical juvenile fare. They want
to meet and see and talk to each other, as
friends who gather as members of a movie
club, at your theatre. In England, they give
them tea and cakes — and it is a big audience
factor in many circuit theatres.

^ THE WORKSHOPS have been com-
pleted, but there are no present plans for
MGM to conduct any more of the seminars,
according to Mike .Simons, who came right
back to his busy desk in New York after
the San Francisco finale, in spite of our
efforts to promote a vacation for him. Now,
we’re waiting for pictures from Santa Fe,
Seattle and San Francisco, in one last fling
at the pictorial side of these constructive
sessions. Ivan Ackery and Charlie Doctor
were down from Vancouver to attend the
Seattle meeting, heading another Canadian
delegation from across the border.

But we may tell what has been a well-
kept secret. MGM will take the Workshops
to Canada this Fall, at the request of John
J. Fitzgibbons, president of famous Players-
Canadian, and Mike will open this part of
the agenda with an address at the com-
pany's convention to circuit managers, in
Toronto, on August 4th. And we will ven-
ture one small prediction of things to come
— the interest of Arthur Loew in the great
success of the Workshops in this country
will result in a reasonable facsimile of the
seminars in England, and perhaps on the
Continent, next year.

^ THE EDITOR of the Service Bulletin
of the West Virginia Allied Theatre Own-
ers Association says that folks are staying
at home more — and it’s not all on account
of television, according to his spare-time re-
search. He thinks television plays a rela-
tively small part in the trend. Most people
pick their programs closely, and will drop
anything scheduled for something that’s a
little more “off beat.”

He believes, in his neck o’ the woods,
there is a genuine trend to stronger family
ties, that may be a delayed reaction from
the wars. More young people are becoming
interested in church work and civic affairs.
Parents are taking more of an interest in
their children, and topics of family conver-
sation have changed. — Walter Brooks

MANAGERS' ROUND TABLE SECTION. JULY 2. 1955

AIR LIFTED over the Miami premiere of "Strategic Air Command" was this
press conference in a KC-97 taking off for the SAC base for lunch. Included
in the group are Bob Batten, manager of the Beach theatre; Harry Margolsky,
Gables theatre, with Howard Pettengill and Al Glick, from the strategic ad-
vertising and publicity headquarters of Florida State Theatres, at the Olympia
theatre in downtown Miami.

JOIN THE

I found out myself
-you go places

FASTER

in the

U.S. AIR FORCE

'''^COMMAND

U.S.AIR FORCE

The air was full of model planes, flying low over the lobby at
meiianine level, as one of the ideas developed by Leonard Worley,
manager of the Madison theatre, Peoria, Illinois.

40,000 of these posters, prepared and planted
by the Air Force Recruiting Service, provide all
the necessary headlines for this page of pictures
on Paramount's "Strategic Air Command."

There were many military parades, so we show
you one of the smallest, but nevertheless most
effective streets stunts, put on by Eddie Miller,
manager of the Paramount theatre, Buffalo, using
just three ushers, carrying a banner.

f NTH INC

mtssAigponit
' emrrar

mtimnMmnin AfflA
¥fSfTW fmumi STUDIOS

JUST BECAUSE it's
the Air Force is no
reason for leaving out
the girls. At left, "Miss
Air Power" is selected
at the Orpheum theatre,
Seattle; and at right,
Dick Osgood of WXYZ
interviews the baton-
twirling American Le-
gion champions in the
lobby of the Michigan
theatre, Detroit.

MOTION PICTURE HERALD, JULY 2, 1955

owmen in

VV'alter Tremor, manager of the Florida
theatre, St. Petersburg, Fla., sends in a
whole copy of the St. Petersburg Times with
a sensational front-page picture of Jimmy
Stewart, starring in “Strategic Air Com-
mand”— which was made in Florida, with
cooperative advertising and publicity
throughout the issue.-

Ralph Stitt, manager of Schine’s Rialto
theatre, Amsterdam, N. Y., is another who
is doing an outstanding job with “Strategic
Air Command.” The Air Force brought in
a sound truck from Albany, which covered
the entire trading area. Ralph was made
Honorary Recruiting Officer, complete with
scroll and credentials, with his recruiting
office in the lobby. The Air Force brought
in their own flood lights for the premiere.

Joe DeSilva, manager of Schine’s Play-
house, in Canandaigua, N. Y., suggested to
a local dentist that he give the children
theatre passes instead of candy, as a reward
for good conduct while having their teeth
fixed. Even the dentist is pleased — for the
kids buy candy at the theatre with the cash
they have over — and it pulls out all the new
fillings, just as originally planned.

Rock Salzer, manager of the State thea-
tre, St. Petersburg, Fla., sends in a picture
of his colorful theatre front with 3-dimen-
sional display designed by an artist who
makes many New York displays. It looks
entirely different with each change of bill,
and appropriate art.

Ken Carter, manager of the Madison the-
atre, Richmond, Ky., who is right down
there in the Davy Crockett country, really
got a bang out of his campaign for the
“King of the Wild Frontier.” Lots of mer-
chandising tieups from friendly and coopera-
tive dealers. He made a cut-out of “Davy
Crockett” from the 24-sheet, eight feet tall !

Ernie Emerling has written a by-line col-
umn for local papers throughout the Loew’s
Theatre circuit, stressing safety as a topic
of importance to managers and municipal
authorities. The Hartford Times ran a spe-
cial safety section, in which the column was
featured, with credit to the national director
of advertising and publicity for the chain.

Bob Sweeten, manager of the Center the-
atre, Denver, had the Fred Astaire Dance
Studios, the Rocky Mountain News and a
local TV station all excited about the “Slue-
foot Dancing Contest” as promotion for
“Daddy Long Legs.” News pictures of con-
tenders hit the air and the front pages.

Tony Masella, manager of Loew’s Poli
Palace theatre, Meriden, Conn., promoted
a cooperative full page newspaper ad for
“The Prodigal.”

Close to 2,000 youngsters, all with “Davy
Crockett” furs and fever, gathered outside
the Fox theatre in Phoenix, Ariz., an hour
before the 10 o’clock opening of their morn-
ing show, with the police and fire depart-
ment— and the news photographers, to help
restrain and report the event.

Fox theatre cashiers in Denver are hold-
ing their own beauty contest, and we see
pictures in the Fox Showmun that could be
used here. Any reader of this Round Table
knows that the combination on our picture
file is something like 36-22-35.

Colonel Bob Cox, Kentucky zone man-
ager for Schine’s theatres, sends us an out-
line of something sensational done for Al-
lied Artists’ “Kiss Me Deadly” at the Bel
Ali theatre, Lexington, which required talent
in the ballyhoo bracket. The University of
Kentucky cooperated with the pitch which
puts the picture over — they had plenty and
to spare.

Jake Weber, manager of Schine’s Liberty
theatre, Herkimer, N. Y., had a request
some time ago from the sixth grades in local
schools, to have a joint theatre party to
celebrate the end of the school year. They
also requested that the concession counters
be open, since they were loaded with cur-
rency ! The two classes bought 54 gift books
of tickets with their own funds, one for
each of their members.

▼

Fred R. Greenway, manager of Loew’s
Poli Palace theatre, Hartford, Conn., had
a shapely model touring downtown streets
and parks with advertising sign for “Naked
Amazon.”

Fox West-Coast “Showman” prints a pic-
tures of a crowd gathered in front of a
theatre, with the headline; “An accident, a.
fight? No, it’s showmanship!” Just dancing
on the sidewalk as promotion for ‘Prom
Night’ at the Grand theatre, DeQuoin, Illi-
nois, in Hollywood premiere style.

Special Italian Exhibit Is
Appreciated In Rome

ROMA: Una speciale manifestazione ha
accompagnato quest' anno la 29. ma edi-
zlone deir assegnazlone annuale dei Premi
Quigley, una specie di Oscar per i direttori
di sale cinematografiche istituito dal “Man-
agers' Round Table" del Motion Picture
Herald, Nuova York.

Collegata al concorso che e chiuso il 2
maggio, era stata allestita una speciale
esposizione del materiale pubblicitario e
propagandistico per il lancio in Italia di
cinque film di produzione italiana.

From "Informazione Cinematografiche
Italiane, Roma," widely quoted
in the Italian trade press.

Arthur Alperin, manager of the Colonial
theatre, Southington, Conn., is testing the
effectiveness of his newly-installed phone
answering device by mentioning the name
of a local resident at the end of the phone
message, with a month’s pass for two if
person mentioned calls at the theatre. A
heavy bordered ad across two lower news-
paper columns announces the give-away.

Nyman Kessler, manager of the Stanley-
Warner De Witt theatre, Bayonne, N. J.,
sends a tear-sheet to show full-column re-
porting in the Bayonne Times of his 25-
minute speech, delivered to the Rotary Club,
on the subject, “Hollywood, the Motion
Picture Theatre, and the Community.” All
of which comes under the heading of good
public relations as they should be promoted,
for profit — for the local theatre.

▼

Mel Jolley says that, to date, the Hamilton
Spectator, wonderfully cooperative news-
paper in his town, has given more than
$2,500 in prizes to members of its sponsored
“Junior Press Club” — which is another
name for Mel’s childrens’ show at the Cen-
tury theatre, Hamilton, Ontario. This is in
addition to unlimited publicity, plenty of
free space, every week. He says. The Spec-
tator is happy, I’m happy, the children are
happy, and attend our theatre every week to
have lots of fun together.”

"J. C." continues to cash-in, tor MGM's contest winners. Above, James Micheletfi,
salesman, presents a check for a first-prize "Julius Caesar" campaign to George McCor-
mack, owner of the Skyline theatre. Canon City, Colorado; Eddie Mackins, booker, gives
second prize check to Jesse Lund, manager of the State theatre, Aliquippa, Pa., and
right, Merf Evans, is rewarded for his campaign at the Lakewood theatre, Lakewood,
Colo., by Frank Jenkins, MGM field man.

MANAGERS' ROUND TABLE SECTION, JULY 2, 1955

CONTENDERS EOR
QEIGLEY AWARDS

4 Shotvwnen
Promoted in
Pittsburgh

D. A. ALLAN
Metro, Perth, Aust.

TED ALLEN
Rivoli

Hempstead, N. Y.

MARK ALLING
Golden Gate
San Francisco, Cal.

KERMIT W. ALLUM
Majestic
Evansville, III.

JOHN BALMER
Mayfair

Asbury Park, N. J.

FRED BARTHOLDI
Drive-In

Eatontown, N. J.

JOHN BEE
Odeon

Worcester, Eng.

W. H. BELLE
Laurelton
Laurelton, N. Y.

F. J. BICKLER
Wisconsin, Milwaukee

H. G. BOESEL
Pal ace, Milwaukee

J. W. BONNICK
Regal

Halifax, Eng.

JOSEPH BOYLE
Poli, Norwich, Conn.

J. BRADLEY

Midway

Forest Hills, N. Y.

JIM BROWN
Nortown, Toronto, Can.

A. BUCKLEY
Capitol, Bolton, Eng.

Harry burke

Co mmunity

Saratotga Springs, N. Y.

BARRY CARNON
Fairlawn, Toronto, Can.

EDELBERTO CARRERA
Trianon, Havana, Cuba

ART CAULEY
Paramount
Peterboro, Can.

RAYMOND CHARLES

Regal, London, Eng.

FRED CHIVERS
Capitol, Sydney, Aust.

J. D. CLARK
Gaumont
Sheffield, Eng.

JOHN CLARK
Broadway,

Haverstraw, N. Y.

H. CLAYTON-NUn

Broadway, Eccles, Eng.

FRANK CLEWS
Olympia

Glasgow, Scotland

E. J. CLUMB
Riverside, Milwaukee

J. COUMATIS
David Marcus, N. Y.

R. J. CRABB
Lyric

Wellingborough, Eng.

TED DAVIDSON
Majestic

Perth Amboy, N. J.

GEORGE DAVIE
Palace, Toronto, Can.

W. E. DENNIS
Cla Zel

Bowling Green, Ohio

MIKE DORSO
Community
Kingston, N. Y.

W. V. DWORSKI
Harris, Findlay, O.

JOHN M. ENDRES
Calderone
Hempstead, N. Y.

ROBERT FERBER
Colony, New York

PAUL FLODIN
Paramount Films
Stockholm, Sweden

ED FORCE

Brandeis, Omaha, Nebr.

HOLLY FULLER
Skyway, London, Can.

HARRY GABRIEL
Town, Miami, Fla.

M. C. GLENDY
Majestic
La Salle, III.

DIANE GORDON
Oritani

Hackensack, N. J.

MEL HABER
Carib, Miami, Fla.

JAMES J. HAYES
Cinema, Buffalo, N. J.

BILL HERTZ
Granada, Ontario, Cal.

Sam horwitz

Harbor, Brooklyn

B. JANKOLOVICS
Paramount Films
Brussels, Belgium

JOSEPH JARVIS
Gilbert Stuart
Providence, R. I.

R. A. KEETEN
Littleton
Ltitleton, N. C.

MARGE KEINATH
Jackson

Jackson Heights, N. Y.

GEORGE KEMBLE
Kingston
Knigston, N. Y.

MICHAEL KING
Nortown,

Toronto, Can.

ARNOLD KIRSCH
De Luxe, New York

LOU KLINGER
Squire

Great Neck, N. Y.

GEORGE KRAUS
Variety, Buffalo, N. Y.

D. E. LACEY
Regal, London, Eng.

A. LA HAYE
Gaumont, London, Eng.

RALPH LANTERMAN
Community
Morristown, N. J.

FRANK LAWSON
Danforth, Toronto, Can.

MEL LAWTON
Prince Edward
Sydney, Australia

G. LENNOX
Regal, Stirling, Eng.

BILL LESLIE
Roxy,

Georgetown, Can.

B. C. LEWIS
Regal, Dursley, Eng.

JOHN LORENZ
Pascack,

Westwood, N. J.

LOUIS LUTZ
6 Mile Uptown
Detroit, Mich.

A. S. MC DONALD
Carlton

Red Bank, N. J,

LILLIAN MC VEIGH
Manhasset
Manhasset, N. Y.

TONY MASELLA
Palace, Meridan, Conn.

H. S. MOH
Paramount Films
Hong Kong

DOUG. G. MURRAY
Kings, Montrose, Scot.

G. NELSON
Teaneck, Teaneck, N. J.

VIERI NICCOLI
Paramount Films
Rome, Italy

JACK PARDES

Park, Morristown, N. J.

CHAS. PEMBERTON
Payret, Havana, Cuba

JACK PLUNKETT
Paramount Films
Paris, France

LESTER POLLOCK
Loew's

Rochester, N. Y.

GEORGE ROBERTS
Empire,

Birmingham, Eng.

TED C. RODIS
Astoria, Astoria, N. Y.

ANTHONY ROSATO

Playhouse

Great Neck, N. Y.

ROBERT ROSEN
Bismarck,

Bismarck, N. D.

W. S. SAMUELS
Texas, Dallas, Tex.

ANTONIO SASTRE
Paramount Films
Mexico, Mexico

MATT SAUNDERS
Poli, Bridgeport, Conn.

L. SCHAIN
Park Plaza, N. Y.

H. G. SCHENK
Paramount Films
Berlin, Germany

IRVIN SCHMETZ
Forest Hills
Forest Hills, N. Y.

I. SCHWARTZ
Crotona, New York

F. W. SMITH
Center, Monroe, N. C.

JOHN L. SMITH
Ritz, Edinburgh, Scot.

ROBERT SOLOMON
Victoria. New York

SOL SORKIN
Keith's, Syracuse, N. Y.

T. STAMATIS
Bayside, Bayside, N. Y.

ESTELLE STEINBACH
Garfield, Milwaukee

P. C. STEVENSON
Palace, Lancaster, Eng.

EVAN THOMPSON
Fox, Hackensack, N. J.

JOE TOLVE
Capitol

Port Chester, N. Y.

D. TORRES
Riviera, New York

P. E. TRELEAVEN
Strand, Brandon, Can.

WALTER TREMOR
Pheil

St. Petersburg, Fla.

WANNIE TYERS
Hyland, Toronto, Can.

A. S. VELASQUEZ
Paramount Films
Manila, P. I.

T. W. VERNON
Gaiety, Leeds, Eng.

L. P. WARD
Savoy, Swindon, Eng.

B. WIGGLESWORTH
Metro, Brisbane, Aust.

LEO WOODS
Bronxville,

Bronxville, N. Y.

Promotion of four Stanley Warner show-
men and realignment of theatre districts
were announced by M. A. Silver, Pittsburgh
area zone chief. The selections are in line
with the company’s policy of advancement
from the ranks, effective immediately.

In the changes, Henry Burger, advertis-
ing director, becomes district manager for
the 14 Pittsburgh city houses, the Stanley
downtown, and the deluxe Squirrel Hill art
house, in Squirrel Hill. A veteran of 21
years’ service with the circuit. Burger will
continue to serve in an advisory capacity
to the advertising department, in addition to
supervising the in-town theatres. Phil Katz,
Burger’s assistant, has moved into the post
as advertising-publicity head. Phil has been
with the company for 12 years, starting as
a manager of the 375 -seat New Oakland
in 1943 and moving in four years to the
Enright, largest neighborhood house in
America. He was the zone’s top showman
four years’ running and assumed his as-
sistant publicity post in the downtown office
the latter part of 1951. His assistant will
be Jules Curley, of the circuit’s Haven The-
atre, Olean, New York, a career veteran of
27 years. Along with his managing affilia-
tions, Curley has also been in the advertising
departments of the company in Philadelphia
and Newark. Byron F. Moore, who had been
temporarily overseeing the city of Pitts-
burgh theatres, in addition to supervising
11 Main Line theatres, takes on Stanley
Warner houses in Washington, Ambridge
and Donora. More popularly known as
“Dinty,” he first came to Pittsburgh in 1939.

The Pittsburgh zone office of the Stanley
Warner Management Corporation is a busy
“Ticket Selling Workshop’’ that operates all
the year round — days, nights, Sundays and
holidays, for a showman’s work is never
done.

NOTICE TO QUIGLEY
AWARD CONTENDERS

Contenders listed on this page, and
others, are asked to note that none can be
listed more than once in the same quarter.
Thus, if you were listed in the issue of May
28th, you are considered as a contender
without further notice. We haven't space
to list names more than once for the second
quarter, which ended June 30th. As it is,
we have listed 182 names and have more
than fifty campaigns held over, because we
have too many entries to handle for the
judging, now scheduled for July 22nd. The
Quigley Awards are the most sought-after
prizes in any showmanship competition in
motion picture industry, and have been,
through more than 21 years.

MOTION PICTURE HERALD, JULY 2. 1955

interstate *s
Teenaffe Idea
x\ tl vertisei!

Interstate tlieatres, who announced their
own “intermediate” admission price plan for
teen-agers in the 12-tlirough-17 age bracket
recently, have put the idea into current use,
with large display space, as shown in the
reproduction of the circuit’s advertising for
“Seven Little Foys” at the Majestic theatre,
in Dallas, in the adjoining columns. It will
be especially noted that the virtues of the
picture and the attraction of the plan for
junior admissions get almost equal display
in this half-page space.

Under the plan, laminated plastic cards
of identification are sold to teen-agers at
$1.00 each, good for one year, and durable
enough to stand the test of constant use.
Holders of the special card will be entitled
to the special intermediate price scalej and
these youngsters will see almost twice as
many films for the same amount of money
they previously had to pay for “adult” ad-
missions. The cards will be renewable until
the 18th birthday is reached, and of course,
there will be new card-holders at age 12,
coming up. The circuit is blanketing the
state of Texas with strong display advertis-
ing, radio and TV exploitation, lobby dis-
plays screen trailers, etc., with stress on the
price angle and the value of the identifica-
tion cards to ticket holders, in seeing the
cream of the crop of current pictures in cir-
cuit theatres.

Promotion for Bowling
Scores a Strike

All-out promotion for a new Paramount
short subject, “High Score Bowling,” was
slated by the National Bowling Proprietors,
whose annual convention was held recently
at the Schroeder Hotel in Milwaukee. A
preview of the exciting one-reeler showed
men and women stars in action. Following
the convention, delegates returning to their
own communities will urge local theatre
managers to make the film available to local
bowling addicts. The proprietors of local
alleys will promote the film with coopera-
tive advertising.

1327 S. WABASH, CHICAGO • 630 NINTH AVE..NEW YORK

LOOKING FOR
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DISCOUNT CARO
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YOUR MOVIE DISCOUNT CARD IS GOOD for a WHOLE YEAR

This is a rather large cut to run in our iimited space, but we felt justified, since it
shows you all the copy in sufficient size so you can read the small type. Note how the
fine art of ticket selling is combined with the proper selling approach for the picture,
plus the personality of the star, on four.

MANAGERS' ROUND TABLE SECTION, JULY 2, 1955

50,000,000 times a day . .
IT’S A MATTER O

F PREFERENCE-

Coca-Cola is first choice

at cup machines*

. In the growing cup vending business,
Coca-Cola outsells all other
soft drinks combined.

2 . The thousands who select Coca-Cola
at cup machines want their favorite
beverage in your theatre too.

Of theatres handling beverages

more than 3 out of 4 sell Coke!

hen you meet this demand, you turn
oven preference into nrofit.

*1954 surveys by Alfred Politz Research, Inc.

GEORGE SCHUTZ, Director . . . CARL R. MOS, Associate Editor

How Concessionaires
Operate in Theatres

FROM SMALL AND tenta-
tive beginnings — in many cases consisting
only of tiny, makeshift units placed in
some obscure corner of the lobby — the re-
freshment service in motion picture theatres
has grown over the years into an important
and indeed vital accessory of the industry.
And as it has grown it has become an in-
creasingly complicated business requiring its
own unique methods and techniques of op-
eration if it is to achieve its highest profit
potentiality.

It is on this theory — that the refreshment
set-up is a “business” separate and distinct
from all other phases of theatre operation
and one requiring highly specialized skills
in administering it — that the concession-
aire offers his services to motion picture
exhibitors. In return for a share of the
profits the concessionaire ordinarily as-
sumes complete responsibility for operating
the theatre’s refreshment stand — from in-
stallation of equipment facilities to the hir-
ing and supervision of personnel.

In the case of the ABC Vending Corpora-
tion, which has the refreshment concession
for a large number of indoor and drive-in
theatres throughout the country, service
begins with the design and construction of
the stand itself. The importance of this
factor was emphasized recently in an inter-
view by Charles L. O’Reilly, ABC’s chair-
man of the board, who explained that it
was his company’s policy in going into a
theatre to build an entirely new stand, or.

if this should not be advisable for any rea-
son, to remodel the existing stand exten-
sively.

In building a new stand major consid-
eration is given to selecting a conspicuous
and advantageous location and also to fit-
ting its design into the theatre’s general
decor, Mr. O’Reilly pointed out. In some
instances, he said, this has even involved
removing seats in the rear of theatre audi-
toriums in order to acquire sufficient space
for the most desirable location.

Once the physical stand has been readied,
then equipment must be selected and in-
stalled. There is no standard blueprint for
such arrangements adopted by ABC, Mr.
O’Reilly explained, each situation requiring
individual study for the best plan. It is
largely a matter of fitting the equipment

Concessionaires Service
Both Types of Theatres

Approximately 24% of the refreshment
stands in indoor theatres in the United
States are leased to concessionaire or-
ganizations and about 14% of drive-ins.
This was disclosed in the 1955 survey
of refreshment service methods con-
ducted by MOTION PICTURE HERALD.

Of the indoor theatres 14% are circuit
operations and 10% are independently
owned, the survey revealed.

Telling some of the methods and tech-
niques of refreshment merchandising
adopted by concessionaires for the the-
atre field, as exemplified by practices
of the ABC Vending Corporation.

into the available space in such a way as to
provide an attractive layout and one de-
signed for convenient and expeditious
handling by the personnel hired to operate
the stand.

In one typical indoor installation (pic-
tured on the following page) the candy case
has been placed between popcorn warmers
on either side, and ice cream is dispensed
from a freezer behind the counter. In other
installations, however, where space permits,
ABC has introduced in recent years self-
service ice cream freezers placed in front of
the stand. (Their experiments with these
latter units, which have met with great
success, were described in Motion Pic-
ture Herald of June 11th.)

POPCORN WARMERS PREFERRED

The use of popcorn warmers at the
stand, in preference to popping machines,
is now a standard practice with the com-
pany. They have found from experience,
Mr. O’Reilly stated, that preparing pop-
corn in advance insures a more consistent
quality in addition to relieving stand per-
sonnel of the popping so they can devote
more time to other duties.

At the theatre pictured soft drinks are
sold from an automatic vendor placed away
from the stand. In other installations,
howeyer, drinks are sold over-the-counter
from manually operated machines. This de-
pends, of course, on the amount of space

again and the preference of local patrons.

Tliat question of patron preference is
one to which AHC naturally gives a great
deal of study, Mr. O’Reilly said. In the
matter of brands of candy, for instance,
what is extremely popular at one theatre
may not sell at all at another theatre a
few blocks away ! The reasons for this are
not always apparent, and all the conces-
sionnaire can do is to supply each operation
with what is most in demand there.

Determining that factor is one job of

Condy Sales for 1954
Over Billion Dollars

Candy sales in the United States
reached a record high in 1954, going
over the billion dollar mark by 19 mil-
lion dollars, according to a report for
that year recently issued by the U. S.
Department of Commerce, Washington,
D. C.

The record reflects mainly an increas-
ing population and higher prices, it was
pointed out, since poundage produced
decreased 51 million pounds compared
with the year before and per capita con-
sumption declined to 16.5 pounds, the
lowest in a 15-year period.

The record sales were achieved, how-
ever, despite the handicap of a drop in
chocolate production as the result of
critically high cocoa bean prices for most
of 1954. There was a decrease of 13%
in total cocoa bean use during the year
as many manufacturers experimented
with the use of confectionery coatings in
an effort to maintain profits in the face
of high cocoa prices.

Sales of lOc bars increased nearly 8%,
it was stated, while 5c krars declined
more than 3%. The nickel-size bars still
represent 70% of the bar goods market,
however.

Showing above a typical indoor theatre stand install,
equipment with the long glass candy case between t\
a freezer behind the counter and soft drinks are
cated away from the stand. Note also the recessed

ABC’s statistics departments, which study
sales and inventory reports prepared regu-
larly for each theatre serviced. These re-
ports are thoroughly checked, and if a par-
ticular Item shows a decline at a theatre,
then It is replaced by another Avhich might
be a new item, since ABC often introduces
these and watches their reception carefully.

Incidentally, approximately 70% of the
candy sold at ABC stands consists of na-
tional brands, the rest being regional.

How many different types of refresh-
ment products will be sold at a theatre be-
yond the staples of candy, popcorn and soft
drinks is an individual matter, according
to Mr. O’Reilly, and there can thus be no
generalizations. He did state, however,
that experience has shown the number
should not be too great — and this is par-
ticularly true in the drive-in field. Most of
the refreshment business there must be
done within 10 or 20 minutes, he pointed
out, and there is not so much patron in-
decision when the variety is limited.

A DRIVE-IN SET-UP

Geared for speed in this respect and
others is ABC’s set-up for the 2000-car
Westbury drive-in at Westbury, Long
Island. Service there is in cafeteria style
with six separate lanes, each of which is
stocked with identical merchandise and
equipped with individual cashier stands.

The hot foods are prepared In advance
in the kitchen and then delivered to self-
service counter units. In the arrangement
of merchandise at each counter first in line
are the hot items. Including frankfurters,
pizza pies, french fried potatoes, and shrimp

ition of ABC Vending, indicating the placement of
to popcorn warmers. Ice cream is sold here from
dispensed from an automatic coin machine lo-
display case built into the right side.

rolls. This section Is followed by popcorn
and then ice cream. Both hot and cold bev-
erages are at the end of the line.

In addition to buying top-quality food
products and efficient equipment in which
to prepare all of them, ABC further seeks
to insure high standards by hiring expert
chefs. And their work is also supervised by
other chefs whose job it is to visit the drive-
ins during operating hours and check on
the quality of the food. These supervisors
may visit the same theatre as many as three
times an evening, and no one is advised In
advance of their coming.

EMPLOYEE TRAINING PROGRAM

The work of other personnel is also sub-
jected to this careful scrutiny. Attendants
are not left on their own at the stand until
they have undergone five weeks of special
training, consisting of two weeks of prepa-
ration and three weeks of supervised activ-
ity ’’n the theatre.

To take care of all these details of ad-
ministration and supervision, ABC main-
tains general offices in -14 key cities through-
out the country. It is there that large sup-
plies of merchandise are kept from which
the theatres are supplied by tbe company’s
own trucks. It is from these bases also that
the company’s maintenance crews service
all types of refreshment equipment in
theatres.

Ordering for the individual theatres is
done according to a carefully worked out
system. Each operation is supplied with an
inventory that is about 25 to 30% over
its average weekly sales. Special allowances
are made, of course, for holiday periods.

MOTION PICTURE HERALD, JULY 2, 1955

'®ident

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£225 '-easons; £2£ other n=ti

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inued

New beverage trend gives
progressive theatre operators
highest refreshment profits

Readjwhat one
of America’s 5
^ ' biggest I
operators says
. -'■ about
Pepsi -Cold

■ a '

. . . and the same is happening in theatres all over the country!

Check your own operation.

Refreshment space is limited. Traffic must turn over fast.

To get the top return from your refreshment space, sell the
brands in the biggest demand. Pepsi-Cola is the fastest growing
beverage in America. It turns refreshment space into sales
for you at a faster rate than ever before in soft drink history.

Pepsi can boost your beverage sales and profits all along
the line!

Write today for full details.

Pepsi-Cola Company, 3 West 57th Street, New York 19, New York

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people ir
pto4uct^

by Carl R. Mas

AN OUTSTANDING piece
of public relations was
Hershey’s half hour
over the NBC-TV net-
work’s Hallmark Hall
of Fame program on
Father’s Day. In telling the story of Mil-
ton S. Hershey, it revealed little known
facts about the founder of the giant choco-
late company: that he was an impoverished
Pennsylvania farm boy; that he failed at
least three times in the candy business;
and that he was nearly 40 }'ears old before
he achieved success.

At this point, Mr. Hershey, himself
childless, was able to express his lifelong
interest in children in concrete form by
endowing a school for orphans at Hershey,
Pa., in which more than 1000 boys are
currently enrolled.

Many candy companies have a long
family-owned history. Perhaps they, too,
might advantageously use some human in-
terest mixed with the more obvious “sell.”

SALES STIMULANTS

NATIONAL theatres’
house organ. Showman, consistently plugs
refreshment merchandising. Current em-
phasis is on cool stand decorations for sum-
mer. Among those illustrated are: A crepe
paper lattice work in pastel colors across
the front of the stand — inexpensive but
effective — at the Senator, Oakland ; a sway-
ing palm tree decoration featuring “King
Size” drinks at 19c at the Orpheum,
Spokane ; a silver foil decoration on back
bar and counter, so attractive that it
brought a 3c-per-person increase in sales
over a two- week period at the Tower in
Oakland.

Most elaborate was the New York
Roxy’s tie-up with the Barton candy chain
during Children’s Week, opening session of
Walt Disney’s “Lady and the Tramp.”
Here’s the 7-point program:

Prominent display of picture title and
theatre name in Barton’s 400 and 500 line
newspaper ads; (2) radio commercial spots
averaging 1 5 spots per week for two weeks ;
(3) 150,000 Children’s Week enclosures in
candy boxes; (4) tie-in window displays in
all 58 of Barton’s New York stores; (5)
{Continued on page 54)

MOTION PICTURE HERALD, JULY 2. 1955

Merchandise Mart

★ news of products for the theatre
refreshment service and their manufacturers

New Manley Popcorn Machine Introduces
Special Features for Automatic Control

A NEW POPCORN machine,
incorporating a number of recently de-
veloped features designed to give the
popping operation a more completely “auto-
matic” control for increased efficiency, has
been announced by Manley, Inc., Kansas
City, jVIo. Called the “Manley Vistapop,”
the machine is also equipped for visual
merchandising with a cover of pyrex glass
(3,000° F. and ^-inch thick) through
which patrons may watch the popping.

First of the new mechanical features is
a change in the electrical controls, which
have been designed in this model to govern
the heat of the kettle “automatically within
a few degrees.” This feature makes it pos-
sible to pop popcorn without regard for
fluctuations in the electrical supply, accord-

ing to the manufacturer, who states this
has been a major problem with older
models. In addition, he points out, it is
designed to eliminate another variable that
can effect popping volume: the operator’s
opinion of proper heat.

Another change introduced in the new

Manley machine is In the warming pan.
Heating is supplied by forced air blown
upward through the working popcorn. In
this model the temperature of the air and
thus the popcorn is thermostatically con-
trolled. In this way popcorn is heated
evenly, it is stated, and there are no hot
spots at the bottom of the corn bank to
pull seasoning to one side of the kernel.
Furthermore, tests of the warming pan have
shown it prevents soggy popcorn, accord-
ing to the manufacturer’s report.

Other features of the new unit include
an Increase in depth which is designed to
give the Interior of the machine 126 more
square inches of working area than in older
models. The width has been held constant.
It is pointed out, so that it will fit into
the same space In refreshment stands as
previous machines. The front is sloped
slightly from waist-height both upward and
downward to give it a modern contour.

Further mechanical devices to increase
the ease with which the machine can be
operated include an automatic seasoning
pump and a push-button for emptying the
kettle. The only hand operation remaining
Is that of the putting the popcorn and salt
Into the kettle, it is pointed out.

Good Season Seen for
Ice Cream Business

CONTINUED high employ-
ment, an indicated hot summer, and com-
paratively high prices for competing des-
serts, all point to a good season for the ice
cream business this summer, according to
Harry Bresler, president of the Cook
County Ice Cream Manufacturers Asso-
ciation and general manager of the Bresler
Ice Cream Company, Chicago. The asso-
ciation represents about 25 ice cream manu-
facturers in Cook County.

Competing desserts during the summer
are primarily such fresh fruits as peaches,
strawberries, and apples. Late frosts have
seriously Impaired the peach and straw-

berry crops in the South Central States and
it is expected that these fruits will be com-
paratively high in price this summer.

Air. Bresler said that ice cream is one
of the few processed foods that have shown
an appreciable drop in price in the past
year. The price of ice cream dropped 25 %
about a year ago following a cut in the
government support price for milk.

The weather bureau predicted that the
month of July will be hotter than the like
month in 1954, and the Farmer’s Almanac
indicates above average temperatures.

With all of these factors at work, Mr.
Bresler said. Cook County ice cream pro-
ducers could top last year’s production by
as much as 10%. “However, this is not to
say that ice cream sales will become less
competitive,” he pointed out. “The ice
cream manufacturer who expects this in-
creased consumption to drift his way is
in for a big disappointment.”

Regardless of natural and economic
conditions, ice cream sales will depend
heavily on these factors: first and foremost,
a ffood product; second, a competitive and
attractive price; third, an eye-catching
package ; fourth, point-of-purchase displays.

The Bresler firm will inaugurate its
summer sales drive with the Introduction
of a new flavor — Grenadier Black Cherry,
featuring large black cherries In ice cream.
Air. Bresler says the flavor Is designed for
those who have “a taste for something
different.”

Hot Beverages' Vendor
With All-Dry Ingredients

A NEW coin-operated bev-
erage vendor, designed to serve up to 12
cups per minute of hot coffee and hot choco-
late, made from all-
dry ingredients, has
been announced by
Apco, Inc., New
York. Tbe new
unit, called the
“CoffeeShoppe,” Is
said by the manu-
facturer to incorpo-
rate a number of
special features not
included before In
hot beverage vend-
ing machines.

Among such items is an extra selection
of coffee with cream and double sugar. In
addition the machine offers button-type
post-selection designed to give the patron
the type of drink he selects ajter inserting
the coin. This is contrasted, it is pointed
out, with dial-type machines with which
“the patron must be alert to dial first, be-
fore inserting the coin ; otherwise he will
get the prior selection, no matter what he
dials for after dropping his coin.”

The new dispenser is designed to serve

BETTER REFRESHMENT MERCHANDISING

Best way to catch j
your public’s eye

In the public eye for more than 30 years!
Constant national advertising of constant

quality makes CANADA DRY Beverages
the choice of millions at home
— and away from home.

Give them the flavor they like -

The name they know

Promoting Food Specialties at Drive-in Theatres

FOOD SPECIALTIES have shown great
strides as a refreshment product for the drive-In field in
recent seasons, and among those items which have met with
outstanding success are the shrimp rolls and turkey "Steam-
rollers" (roast diced turkey baked in a bun) manufactured
by Flavo-Rite Foods, Inc., Bronx, N. Y. These foods are now
a staple in over 1,000 drive-ins throughout the country,
according to a report by the company.

The Flavos shrimp rolls are a mixture of shrimp, celery
and seasonings encased in a noodle Jacket. They are de-
livered frozen, and the manufacturer suggests that part of
them be stored in the freezer and a supply for two or three
days be placed under normal refrigeration. The shrimp rolls
must be thawed out in the refrigerator for at least 24 hours.

Preparation after thawing is simple, requiring only deep
frying at approximately 375° Fahrenheit for about two
minutes or until they are crisp. After draining they are
inserted in the individual serving bags provided and placed
in a bun warmer.

The Flavos turkey "Steamrollers" consist of roasted dark
and light meat turkey, natural gravy and green peas baked
and sealed in a bun. Also delivered frozen, they need only
be inserted in the individual glassine bags provided and
placed in a bun warmer until heated throughout. (At a
temperature of 200° Fahrenheit, this requires from 25 to 30
minutes.)

Much of the credit for the quick popularity achieved by
these specialties is attributed by theatre operators to the
merchandising material to promote them supplied by the
manufacturer. The material includes a film trailer to be run
during intermission periods and permanent display signs for
the refreshment stand area.

Animated and produced in color, the trailer runs for 20
seconds, giving a narrated sales message in concise form.
The display signs include one for the shrimp rolls which is
in four colors on heavy plastic so that it may lighted from
behind for an added eye-catching effect. It features a large
reproduction of the product. One for the turkey specialty,
also in four colors, is made of metal and illustrates and
describes the item. It also has a reproduction of the dispens-
ing bag for additional identification.

In addition to these signs the company is now offering
one developed with the cooperation of the Pepsi-Cola
Company, which ties in that beverage with the shrimp rolls.
Made in four colors, it pictures two shrimp rolls (with one
opened to illustrate the ingredients) alongside a cup of
Pepsi-Cola. (For other signs see top photo.)

A further means of promoting these products has been
devised by the Berio Vending Company. It is a special
transparent display piece in color which is placed on the
superstructure of the warming equipment from which the
items are sold.

Considered as especially effective in increasing "impulse"
sales are the colorful individual bags in which the two

Various stand signs and streamers provided by Flavo-Rite Foods, Inc.,
to promote its shrimp rolls and turkey "Steamrollers" include the Pepsi-
Cola tie-in streamer (shown in photo above at upper left); the shrimp
roll point-of-purchase sign available in paper or plastic (upper right);
the "Steamroller" paper streamer (middle right); and a metal back
bar or counter sign [lower left). Also shown are the individual glassine
bags supplied with both products and two film trailers. Below two of
the stand signs are shown as installed at the Bucks County drive-in
theatre in Johnsville, Pa.

foods are packaged. And it has also been found that placing
the frying equipment in full sight of the customers at the
stand helps to stimulate appetites for the shrimp rolls.

hot chocolate and five types of coffee : with
cream and sugar, with cream, black, wdth
cream and double sugar and black with
sugar. The machine also features a plastic
door embellishment, illuminated from wdth-
in, with copy designed to help merchandise
the drinks.

NEW "DAVY CROCKETT” CUM

A special ‘‘Davy Crockett” chewing gum,
authorized under an exclusive license by
Walt Disney, has been placed on the mar-
ket by Topps Chewing Gum, Inc., Brook-
lyn, N. Y. The Disney contract grants the

company the fight to use the name Davy
Crockett” in its picture-card chewing gum
packs.

Topps will offer full color, giant-size
cards picturing scenes from the Disney film
which stars Fess Parker in the role of the
famed frontiersman.

MOTION PICTURE HERALD, JULY 2, 1955

Customers See
Buy

You Get Popping Volume

Quality Control
Sales

Repeat Sales
IS/IOP9E Profits

Jamaa ye^sjaa

MANLEY, INC.

1920 Wyandotte St.,
Kansas City 8, Mo.

Don't Be Satisfied
With Anything Less . . .

Get MORE Sales, Profits!

INVESTIGATE THE NEW

No matter how you look at it, you get MORE in the all new,
Manley VistaPop Popcorn Machine with the exclusive mer-
chandising feature — the VistaPop kettle.

MORE EYE APPEAL . . . Customers can actually see the
kernels of hot popcorn jumping around inside the VistaPop
kettle. They can see them being popped into crisp, mouth-
watering goodness. And when they see this, they just
automatically buy!

MORE VOLUME . . with controlled popping volume, you

are assured that you will get the maximum volume inherent
in the corn itself. Controlled heat eliminates guesswork on
the part of the operator as well as fluctuations in electrical
energy supply — both known profit robbers. A group of 20
VistaPop kettles were tested for 14 months and always
popped within 7% of each other in dollar yield per lb.
of corn!

MORE TASTE QUALITY . . . thanks to new, exclusive "hot
air conditioning." The warming pan of the VistaPop elimi-
nates soggy popcorn. Even where humidity is extremely high,
corn is kept fresh, hot and crisp. All this plus 126 more square
inches of working space.

MANLEY, INC. Depf. MPH-755

1920 Wyandotte Street • Kansas City, Missouri

CD Send me information on how I can make MORE money with a Manley
VistaPop.

n Without any obligation, have a Manley representative call on me.

MANLEY

MAIL THE COUPON MOW!

Name

city

Zone ^tate

New Display Case for
Ice Cream Specialties

A DISPLAY CASE for mer-
chandising ice cream specialties, designed
especially for theatres “having a minimum
floor space available,” has been announced
by the National Alarket Equipment Com-
pany, Royal Oak, ]\Iich. Styled with a

enclosed plexi-glass superstructure for
visual display, the unit measures 27 inches
wide by 30 deep by 51 high.

Fabricated of heavy-gauge steel and fully
insulated, the case is completely self-con-
tained and operates on 100 or 200 volts.
Product is removed from the unit for cus-
tomer service through a panel in the rear.

Frozen Pizza Pies
Packed Four to Box

QUICK-FROZEN pizza pies,
individually packed four to the box, have
been added to its line of frozen food prod-
ucts by Nino Food Products, Inc., Newark,

N. J. The pies are trade-named “Pizza
Snax.” Of the four pizzas in each box two
arc topped with anchovies and two with
-Mozarelle cheese and all with tomato
sauce. They require only healing before
serving.

DRINK SALES DOUBLED WITH SPECIAL STUNT

Seeking new means of increasing fountain sales of Pepsi-Cola at Famous Players' Paramount theatre in
Peterboro, Canada, manager Arthur E. Cauley came up with the idea of marking the cups with numbers
and offering as prizes cartons of the beverage. He took this plan to his local Pepsl-Cola distributor, who
cooperated enthusiastically by decorating the stand as shown above, complete with an electric sign
and special display stand (at right) and supplying 16 cartons of Pepsi each Saturday for two weeks.
He also provided the promotional sign which reads as follows: "Hey Kids! Free — carton (6 bottles)
of Pepsi-Cola. You may have a prize-winning cup — look on the bottom for the red number." Fountain
sales of Pepsi were doubled, Mr. Cauley reports, and at no cost to the theatre!

CHILDREN'S CONTEST BOOSTS POPCORN SALES

With the arrival of spring Freeman Skinner, manager of Famous Players' Paramount theatre In Halifax,
Nova Scotia, decorated his snack bar as shown above and also announced a new promotional contest
for younger patrons. The aim of the contest, which was run for eight weeks, was to attract more chil-
dren to the Saturday matinee shows and at the same time to increase the sales of popcorn. The stunt
was set up this way: Upon entering the theatre each Saturday the children were given a sports crest
for their blouses or jackets and were informed they could secure additional crests with each purchase of
popcorn at the stand. At the end of eight weeks, the boys and girls attending the theatre with the
largest number of crests pinned on them were eligible tor the following awards: first prize, a bicycle

(shown at left above); second prize, a baseball bat and gloves tor a boy and a raincoat and hat for
a girl. (These gifts were promoted from local sporting goods and children's wear stores.) As a third prize,
theatre admission tickets were offered. Winners were selected by a panel of judges on the stage at the
matinee show. During the period of the contest popcorn sales increased nearly 30%, according to Mr.
Skinner's report.

MOTION PICTURE HERALD, JULY 2. 1955

Apco s SodaShoppes
are used in such national chains as

as well as in thousands of leading
independent theatres and
other chains.

Du3l Cup Station Theatre Model

For the larger house. Features two cup stations, two coin
inserts, and serves two people at one time. It handles
twice the customers in half the time to double your profits
during peak loads at picture breaks! It’s a sensational
producer indoors as well as In Drive-Ins.

Vends 6 carbonated and 4 nan-
carbonated drinks. Has 2000
cup capacity, 2800 drink syrup
capacity. Also available in the
popular 8-Drink model featur-
ing 5 carbonated and 3 non-
carbonated drinks.

AIIOBaik .

3- Drink SodaShoppe

Specially designed for the small-
er theatre. It has all the service
free features of every Soda-
Shoppe. Allows for consider-
ably bigger profits per patron!

Vends 2 carbonated and 1 non-carbo-
nated drink. Has 1000 cup capacity,
1250 drink syrup capacity.

There is an Apco SodaShoppe to fit the requirements of
every type and size of theatre. Get the facts — write for
literature on the complete Apco Line and check with your
operator or concessionaire to be sure he installs the
SodaShoppe model designed for YOUR theatre — and
watch your earnings zoom!

APCO, INC.

1740 Broadway, New York 19, N. Y.
Gentlemen: Please send me complete information on:
n Dual Cup Station Theatre Model SodaShoppe

□ 6-Drink SodaShoppe □ 3-Drink SodaShoppe Jr.

□ Complete Apco Line □ Name and address of nearest

SodaShoppe operator

Name

The World s Foremost Pioneers of Beverage Dispensers

T740 Broadway (at 56th St.) N. Y. 19, N. Y. PLaza 7-3123

Regional Soles Representatives Throughout The United States

Address.

The standard of the industry — pulls more sales than any other
type of cup dispenser anywhere near its class. Its tremendous
interior illuminated plastic door embellishment sparks
impulse buying to build up 30% to 80% extra sales!

Vends 4 carbonated and 2 non-carbonated drinks.
Has 1200 cup capacity and 2400 drink syrup capacity.

Coupon and

MAIL TODAY!

COCA-COLA HOSTS AT ST. LOUIS WORKSHOP

Playing luncheon hosts to the 304 exhibitors attending MGM's 21st Ticket Selling Workshop at the Chase
Hotel in St. Louis, Mo., recently, was this group from the Coca-Cola Company, shown with Edward
Arthur of the St. Louis Amusement Company (second from left). From left to right are Charles Bour-
delais, national entertainment representative for Coca-Cola, with headquarters in Atlanta; F. E. Riggs,
division sales manager in Chicago; Bill Pfeffer, theatre representative and Don Alrutz, district manager
from the company's St. Louis office.

Heated Display Cases
For Prepared Foods

TWO HEATED display cases,
designed to keep prepared foods uniformly
warm and fresh without burning, charring,
or drying out, have been placed on the
market by Heat-O-Mat, Inc., Newark,
N. J. One type, the “all-purpose” case, is
constructed to contain' rolls and buns,
chicken, meats, and casserole dishes, in ad-
dition to pies and pastries, for which the
second type is designed exclusively.

Called the “Heat-O-lVIat,” the units will
become sufficiently warm within three min-
utes, it is stated. They are thermostatically
controlled at 200° Fahrenheit, and have
easily removable “shatter-proof” glass
shelves. They are constructed of stainless
steel.

The “all-purpose” case measures 50

reshmeni Me
r's Index and

ADVERTISERS' PAGE AND REFERENCE NUMBERS:

Ref. No.

1— APCO, INC

2— CANADA DRY GINGER ALE. INC

3— THE COCA-COLA COMPANY

4— MANLEY, INC

5— THE PEPSI-COLA COMPANY

6— C. F. SIMONIN'S SON, INC

Page No.
53

. . 48-49

42
51

REFERENCES FOR ADDITIONAL IN9UIRY:

100 — Beverage dispensers, coin

101 — Beverage dispensers, counter

102 — Candy bars

103 — Candy Specialties

104— Candy machines

105 — Cash drawers

106— Cigarette machines

1 07 — Coffee-makers

108 — Cups & containers, paper

109 — Custard freezers
I 10 — Films, snack bar adv.
I 1 1 — Food specialties
I 12 — French fryers
I 13 — Grilles, tranks, etc.

1 14 — Gum, chewing
I 15 — Gum machines
I 16 — Ice cream cabinets
I 17 — Mixers, malteds, etc.

I 18 — Popcorn machines
I 19 — Popcorn warmers

120 — Popping oils

121 — Scales, coin operated

122 — Soda fountains

123 — Soft drinks, syrup

1 24 — Showcases

125 — Vending carts

126 — Warmers, buns, etc.

The all-purpose "Heat-O-Mat."

inches long, 12 wide and 18 high with 6
inches between shelves.

The pie and pastry case measures 25^
inches high, 13 wide and 13 deep with 3j4
inches between shelves.

People and Products

{Continued from page 46)

counter display cards in all Barton stores ;
(6) over 100,000 entry blanks for prizes
distributed in all Barton stores, sent to
Barton’s mailing lists, distributed in schools
and at the Roxy; (7) 40 x 60 display in
Roxy lobby.

Climax was drawings for grand prizes
in the Roxy Rotunda (also the locale of the
Roxy’s refreshment stands) with stars of
the stage show making the awards and
lending glamour. Top prize was a trip to
Hollywood for a family of four.

Quite a stunt — but definitely adaptable

to other “downtown” theatres.

•

Too successful! When Eddie Fisher, Coca-
Cola's singing star, was giving his final con-
cert at Monte Proser's plush New York
night club. La Vie, the place was packed.
So jammed, in tact, that even Coke's prexy,
Bill Robinson, barely got a table — and that
hardly large enough tor one of the new,
jumbo-size bottles.

MOTION PICTURE HERALD, JULY 2. 1955

uJOD-azuJZi- • auuj-i-uJui-Diiuj -za-zhujzcizuuj

ASHCRAFT

f/1.7

MORE LIGHT

F 1.64—18 in. High Speed Precision Focus
Bousch & Lomb Reflector. Collects and pro-
jects the maximum light Perfect coordina-
tion with F 1 .5— F 1.8 or F 1.7 High Speed
Projection lenses.

High Powered — Low Angle — Super
Brilliant — Magnetically Controlled Arc
produces more light at source than can be
obtained from conventional high angle,
uncontrolled arcs.

3 While the standard 1 1 mm carbon is rec-
ommended at 118 ta 130 amperes, the
Cinex lamp can be operated with every
size carbon from 9 mm to 13.6 for special
wide aperture applications.

A The Cinex lamp does not rely upon air
cooling clone. An automatic— dependable
water recirculator maintains the carbon
contacts at exactly the right temperature
for optimum operation.

5 Complete circuit forced air injection into
lamphouse through duct system and com-
plete forced exhaust permits use of higher
arc currents— protects reflector and main-
tains low operating temperatures.

6 Heavy duty— water cooled carbon contacts
allow perfect high current conduction to
rotating positive carbon. Contacts are
maintained at low temperature oi all times.

MONEY CAN’T BUY THESE ASHCRAFT FEATURES IN ANY OTHER LAMP!

d(oadmfli

fua

OUliISX^IV C VRl'JiX

. . . playing the Radio City Music Hall since its opening. Over 168 million people
have seen and eomfortably walked on its superb installation. Like Radio City Musie Hall,
your theatre, too, can have a specially designed carpet. Or choose from such outstanding
designs as these below. For full details see your Certified Gulistan Dealer. Or write
Contract Division A. & M. Karagheusian, Inc., 295 Fifth Avenue, New York 16, N. Y.

MADE IN THE U. S. A. BY AMERICAN CRAFTSMEN • A. & M. KARAGHEUSIAN, INC., 295 FIFTH AVENUE, NEW YORK 16, N. Y.

BETTER THEATRES SECTION

HOW TO FILL YOUR

NIGHT, AFTER NIGHT,

All over the country, theatre operators are
finding the luxurious comfort of airflo
Rocking Chair Loges paying handsome dividends
in box office receipts. The unique spring base of
the AIRFLO permits the whole chair to maintain
a scientifically correct pitch of seat-to-back
regardless of how the patron shifts his weight or
position. Here is solid comfort that invites your
patron to sit back and relax . . . and come back
again. Let a Hey wood- Wakefield representative
give you complete details about airflo,
America’s finest theatre chair.

Rocking Chair Loges

The reclining “rocking
chair” action of the
exclusive Hey wood -
Wakefield spring base
mechanism.

MOTION PICTURE HERALD, JULY 2, 1955

ENTIRE THEATRE

AFTER NIGHT

A Choice of Two Luxurious Cushions

"Contour"

Formed Rubber Cushion

/^/Ueur

SIT- 1 INI"

Coil Spring Cushion

The new contour conforms to the contours of
the occupant’s body . . . assming utmost com-
fort regardless of how he shifts his weight or
position. Extra comfort is provided by the resili-
ency of three inches of formed rubber over
helical construction springs.

The occupant sits deep down in, not high up on,
this wonderfully comfortable spring coil cushion
. . , whether he sits in the middle, on the side or
way back in the seat. Sixteen coil springs of
varying gauge steel wire are so placed to insure
feather-soft comfort over the entire seat.

Heywood-Wakefield, Iheafre Seating Division, Menominee, Michigan. Sales Offices: Baltimore, Chicago, New York

BETTER THEATRES SECTION

PERFECT- PICTURE PAIR

SEE THE BIG DIFFERENCE
ON YOUR OWN SCREEN
IN FREE DEMONSTRATION

Write today for demonstra-
tion, and for Catalog E-123.
Bausch & Lomb Optical Co.,
67943 St. Paul St., Rochester
2, New York.

ACADEMY HONORARY AWARD FOR OPTICAL SERVICE TO THE INDUSTRY

Count on Marilyn to bring them
in . . . and count on your B&L
Perfect-Picture Pair to bring
them hack, week after
week, to enjoy today’s
clearest, brightest full-
screen views. Complete line
for all projectors . . . for
theatres and drive-ins . . .
for Wide Screen, CinemaScope,
SuperScope,

Bausch & Lomb
CinemaScope
Projection Lenses

Aitpui people

0^ the ykeatte

AND OF BUSINESSES SERVING THEM

•

William T. Saxon has been appointed employ-
ment supervisor for the Ampex Corporation,
Redwood City, Calif., manufacturers of theatre
sound systems and
other equipment, in-
cluding magnetic tape
recorders, according to
an announcement by
George /. Long, presi-
dent. For the past
four years Mr. Saxon
was employment su-
pervisor at Chrysler
Corporation’s San Le-
andro, Calif., plant and
previous to that he
worked with the Con-
tra Costa county wel-
fare department in
Martinez, Calif., for
one and a half years. Before that he was em-
ployed by the State Compensation Insurance
Fund in Oakland, Calif., for more than a year.
During World War II he served as a lieutenant
with the U. S. Navy for four years in the Pacific
Theatre as an executive officer on a destroyer
escort. He is presently residing in Santa Cruz,
Calif., with his wife and two daughters.

Harold J. Leitch has been transferred by the
Berio Vending Company, Philadelphia, from his
post as branch manager in Cumberland, Md., to
the same position in Scranton, Pa. His wife,
Mrs. Betty Leitch, is stand manager for Berio
at Fabian’s Mohawk drive-in, Colonie, N. Y.
Mr. Leitch handled stands for Berio at various
theatres in the Albany, N. Y., area before his
promotion last winter to the Cumberland
position.

R. C. Mullins of Bronson, Fla., has purchased
the New drive-in at High Springs, Fla.

John J. Scully, Jr., formerly manager for
E. M. Loew Theatres of the West End drive-in
at Allentown, Pa., has been appointed district
manager for the circuit in the southern New
England area.

William Lambert has been named manager
of the Eckel theatre in Syracuse, N. Y.

John Wolf berg, formerly active in theatre
exhibition in Denver before moving to Cali-
fornia, has returned to that city to take over
the Vogue, which he will continue to operate
as an art theatre.

Robert Demshky has returned to the post of
manager of the Centennial theatre in Denver,
from which he resigned last year.

Mitchell Kelloff has purchased the Valley
theatre in Fowler, Col., and the Ord in Ordwar,
Col., from Schumour Theatres.

Sal Adorno, Jr., formerly assistant general
manager of the M & D Theatres circuit, has

William T. Saxon

MOTION PICTURE HERALD, JULY 2. 1955

BECAUSE . . .

It’s durable. An entirely new outer cone assembly is re-
inforced with a metal ring and spider — absolutely prevents
collapsing or rattling. New outer cone is self-aligning.
Two-coat tough finishing on die-cast aluminum case.

BECAUSE . . .

It's weatherproof. Every part of the speaker is treated for
greatest possible resistance to rust and corrosion.

BECAUSE . . .

It’s dependable. Heavy Alnico magnet gives ample power.

BECAUSE . . .

It has superb sound. Double cone gives lower speaker
resonance for greatly improved low frequency reproduc-
tion. Faithful undistorted reproduction at all volume levels.

ALL NEW Outer Cone Assembly reinforced
with a one piece metal ring and spider.
No rattles. Non-collapsable. Self-center-
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Spring supported with rubber shock ab-
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See Ballantyne for Com plete Speaker Selection

“Q” Series Double-Cone

Has the same unex-
celled Dub'l-Cone
speaker unit as the
"A" Series. Finish is
a rich, long lasting
Hammerloid Gray
baked on at 250 de-
grees to give perma-
nent protection.

"E” Series Single-Cone

Now Ballantyne offers
superb quality sound
in a single cone speak-
er unit. The entire
speaker is weather-
treated to resist mois-
ture and dampness.
The case is extra tough
die cast aluminum —
the same case as our
famous double cone
line.

“H” Series Single Cone
Quality plus Economy

To meet the needs of
drive-in operators who
want a low cost, qual-
ity speaker. Unit is
housed in a sturdy
sand-cast aluminum
case finished in two-
tone grey enamel. En-
tire unit is weather-
treated to give long
service. Price S5.60
each.

1712 Jackson St.

Multi-Channel Dub’l-Cone
Speakers

Greatly improve your sound quality. Faith-
fully reproduces four track magnetic sound
prints through two channels of amplification
and two in-a-car speakers. Single volume
control gives perfect sound balance. When
used with single track magnetic or single
track photographic, speakers can be wired to
use only one with other as standby or con-
nected in parallel, for added power and
quality used together.

MX and RX Amplification Systems

Designed with a surplus of power for even the largest
drive-in theatre. Systems have all the latest and most
desirable features for top quality, trouble-free per-
formance. RX Series incorporates the -above features
but is designed for economical operation in many
small drive-ins.

Omaha/ Nebraska

BETTER THEATRES SECTION

THE WISE BUY TODAY is the NEW
Raytone HILUX JR. Screen !

The HILUX JR. is Raytone’s new economy-
priced, high quality screen for all-purpose
projection. It is a heavyweight, seamless
metallic surface with fully improved side-
lighting at the lowest price ever. See your
regular dealer NOW for prompt delivery.

RAYTONE Screen Corp. 165 Clermont Ave., Brooklyn 5, N.Y.

MIDWEST: Raytone Screen Corp., 401 West St. Charles Rd., Lombard, III.

eliminate redecorating
with MARLITE WALLS

Cover old walls with the beauty of Mar-
lite paneling— and forget about redecorat-
ing! Marlite needs only an occasional wipe
with a damp cloth to stay fresh and clean
as new.

And Marlite’s permanent plastic finish
resists smudges, grease and stains — take
hard wear without care.

Best of all is the money you save:
Marlite is inexpensive, and your own
maintenance men can install it (without

interrupting normal activity). Marlite is
available in a beautiful array of "Com-
panion Colors” styled by Raymond Loewy
Associates, plus distinctive wood or mar-
ble patterns. Choose your favorite and
add practical new beauty to entrances,
lobbies, lounges, rest rooms, offices, and
other service areas.

Your building materials dealer will be
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Wall Products, Inc., Dept. 769 Dover, Ohio.

marlite

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Morlitt ^lank and Block Potent Applied for
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replaces paint on a brush!

opened his own drive-in theatre, the Middle-
town, on Route 9, Middletown, Conn. The
screen is 120 feet wide and 52 feet high. Mr.
Adorno will operate the drive-in theatre him-
self.

Ampex International has been formed as a
new division of the Ampex Corporation, Red-
wood City, Calif., manufacturer of magnetic
tape recording and
theatre sound equip-
ment, according to an
announcement by
George /. Long,

Ampex president. The
new division is de-
signed to expand
Ampex’ business to
countries outside the
United States, Mr.

Long declared. Named
as managing director
of Ampex Internation-
al was T. Kevin Mul-
len, vice chairman of
the Ampex board of directors, presently located
in Europe. Assisting him from the Redwood
City plant is Harrison Johnston, director of
the new division. In outlining the program for
development of Ampex International, Mr.
Johnston said that sales offices will be set up
in other countries, with the first new office
scheduled for London, England. Mr. Mallen
and Mr. Johnston have recently conducted sur-
veys in several countries overseas and in Latin
America to study the best methods of reaching
potential customers. Mr. Mallen has been with
Ampex Corporation since 1949. Prior to that
he was with International Business Machines.
Mr. Johnston has been with Ampex since 1951
and prior to his new appointment was general
sales manager. Before that he was with General
Electric.

Aladdin Enterprises, Los Angeles, which is
headed by Harry Popkin, Kenneth Chantry and
Jack Y. and Izzy Berman, has announced the
construction of a new drive-in in Santa Ana,
Calif., with an opening tentatively scheduled
for August 15th. The new operation is the
tenth drive-in for the circuit and its second
with a 2000-car capacity.

Harry Zumar has been appointed manager for
Sterling Theatres in Las Vegas, Nev.

August Nardom, formerly assistant manager
at the Victory drive-in, Los Angeles, has been
appointed manager of the Cherry Pass drive-in
near Hemet, Calif.

Oscar K. Fine of Evansville, Ind., has pur-
chased the Bard theatre in Louisville, Ky., from
the estate of the late Chris Thodis. Mr. Fine
will operate the theatre himself.

T. R. Pemberton, owner of the Ritz theatre
in Bisco, Ark., has reopened it following re-
modeling. The theatre had been closed about
a year.

Gordon Hutchins, owner and operator of the
State theatre in Corning, Ark., has purchased
the 64 drive-in at Russellville, Ark., from
Henley Smith.

Irwin Sklar, operator of the Crest theatre in
Oceanside, Calif., has announced he is taking
over the Margo theatre there when Fred Siegel’s
lease on the property expires in August. Mr.
Siegel will continue to operate his Palomar
theatre and has begun construction of a new
theatre in the town.

MOTION PICTURE HERALD, JULY 2, 1955

Why Do the Majority
of Theatre Owners
Choose Wagner
Attraction Panels?

... a few of the many advantages! f !

window typo plots and frames ... exctusive
with Wagner. Can be built without limitation
of size. Readily serviceable without remov-
ing frames.

Wagner changeable letters ... exclusive
tapered slot. The only changeable letter
that can be locked against wind or vibration
movement. Wide selection of sizes and
colors. Permits greater emphasis of your
attractions. Easier to change. Will not warp
in storage.

Wagner enduronamel panel . . . economical,
effective, durable . . . panel comprises both
background and letter mounting arrangement.

DONALD O’CONNOR

"WALKING MY BABY
BACK HOME”

lc”IT CAME FROM OUTER SPACE

complete the attached coupon . . our descriptive

and illustrative catalog will be sent promptly.

BETTER THEATRES SECTION

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MOTION PICTURE HERALD, JULY 2. 1955

Far JULY 1955

GEORGE SCHUTZ, Editor

EDITORIAL INDEX:

ADAPTING THEATRES TO THE FULL POTENTIAL OF THE BIG PICTURE.

by Ben Schlanger 1 2

THE LA RAMPA, HAVANA. CUBA: 950-SEAT THEATRE ABOVE STORES REACHED
BY LOBBY RAMP 14

REMODELED FOR MODERN DECOR AND ARCHLESS SCREEN SETTING: THE

KENMORE THEATRE. BOSTON 16

DRIVE-IN department’:

REMODELING OF THE FRESH POND DRIVE-IN. CAMBRIDGE. MASS 18

BETTER PROJECTION department:

CONDITIONS NECESSARY FOR OPTICAL SYSTEM EFFICIENCY, by Gio Gagliardi 21

METHOD IN MANAGEMENT department:

EXPLOITING COMFORTS OF AIR CONDITIONING 30

CHARLIE JONES SAYS: No Problem's So Small a Worrier Can't Use It 32

ABOUT PEOPLE OF THE THEATRE 6

ABOUT PRODUCTS 34

BETTER THEATRES is published the first week of the month, with each regular
monthly issue a boand-in section of Motion Picture Herald; and in an annual
edition, the Market Guide Number, which is published under its own covers in
March as Section Two of fhe Herald.

•

QUIGLEY PUBLICATIONS. Rockefeller Center. New York 20. N. Y., Circle 7-3100.
Ray Gallo, Advertising Manager. HOLLYWOOD: Yucca-Vine Building; HOIlywood
7-2145. CHICAGO: Urben Farley & Co., 120 S. La Salle St.; Financial 6-3074.

Attitudes of
Staff— and Boss

Dan Krendell’s alert “Ballyhoo,” house
organ of the Famous Players Canadian
circuit, recently observed an instance of
staff rudeness that is extreme but illustra-
tive of a condition which theatre manage-
ment has allowed itself to get into more
and more deeply as broad problems of the
business have mounted, tending to sub-
merge details. He tells of a patron — a man
— who approached a girl usher recently
and remarked that he had just seen an
excellent picture.

“Well,” replied Miss Usherette, “I guess
you were just lucky!”

The patron then asked her for the names
of pictures that were to be shown in com-
ing weeks. The comely lass responded:

“Mister, 1 only work here. I don’t book
the pictures.”

Mr. Krendell has some sprightly things
to say about that, but we’re going to let
the moral emerge as it may, except to re-
mark, as the fellow did concerning a rail-
road, that to allow conditions which could
produce an incident like this one is a
helluva way to run a theatre.

For some reason — perhaps the above
damsel’s reference to the “excellent pic-
ture” as a lucky break for the patron —
we are reminded of another condition that
is no help in the industry’s efforts to re-
capture public enthusiasm for motion pic-
ture entertainment. The condition is this:
There are too many people in exhibition
— owners and managers included — who
don’t care much for motion pictures them-
selves !

\^'ell, one may say, it’s their business,
it’s not their amusement. They can’t see
pictures the way the public is supposed to.
Granting that one connected with theatre
operation has a different point of view
from that of the public, be also has an
interest in pictures far more vital than that
of the public, one that should make bim
want to take a positive attitude toward

each new production, eager to find quali-
ties of humor and pathos and beauty
which, giving him a bang, he can recom-
mend to his public with enthusiasm.

There is more to the negative psychology
than the “inside” point of view. It also
involves a habit of questioning whether
a picture is worth the rental. Another ele-
ment of it may be a kind of vocational
snobbery, a feeling that to get a kick out

of a picture on your own screen is to be
naive. Pictures are for the public to enjoy,
not for those in the business!

Nevertheless, we wonder if it is really
any disgrace for a theatre man to be a
movie fan. One thing is sure: It’s pretty
hard to sell a picture effectively if one
gets a feeling of being “in the know” from
calling it a “dog.”

— G. S.

Adapting Theatres
to the Full Potential
of the Bi^ Picture

n examination of
trends and objectives in the
continued development of wide-
screen technique, with consider-
ation of wide-film and the role
of the seating plan . . . and sub-
mitting the idea of an interim
“all-purpose” film.

THE BIG PICTURE has be-
come a permanent factor of cinematography.
Prior to 1953, the average projected pic-
ture at indoor theatres had a width of 18
feet ; it is very likely that the average has
now doubled, with many regular theatres
projecting a picture far Avider than 36 feet.

This increase has been effected, of course,
with 35mm film. Various types of “enlarged
picture” projection systems have been intro-
duced or placed under development since
Cinerama convinced the industry of favor-
able public reaction to a large screen image.
So far, only Cinerama uses film wider than
35mm, and even so, its “panoramic” image
is realized in three sections. But Todd-AO

will shortly exploit its process employing
70mm, while other methods contemplate
widths running from that measure down to
55mm. Additionally, VistaVision’s longi-
tudinal print, with horizontal projection,
produces essential conditions of film wider
than 35mm.

This situation suggests an evaluation of
the methods being used and in prospect for
realization of the “big picture,” with par-
ticular reference to certain questions of
exhibition which are inherent in this de-
parture from the squarish little image of
previous practice.

Is standardization possible and desirable,
or are different sj^stems for different

By BEN SCHLANCER

Theatre Architect and Consultant

“classes” of exhibition preferable and fea-
sible ?

Do different types of story material call
for different systems of cinematography,
therefore of projection?

Is there an important relationship be-
tween the projection system and the size
and design of the auditorium?

To appreciate the issues that these ques-
tions present, it is necessary to review

FIGURE I — Showing Iho effect of
increased film width and screen
sizes on theatre seating patterns.

In the right hand diagram the
solid outline seating pattern shows
the desirable seating area for a
-504oot screen froage projected
from 35mm film. The dotted out-
line pattern shows the desirable
seating are'a for a 22-foot screen
image. The small shaded area in
this righthand diagram is the very
limited seating area (white back-
ground) from where the viewer
can enjoy an "at-the-scene feel-
ing." This scene is obtained from
a much larger seating area (left-
hand diagram) when 70mm film is
used with a 60-foot curved screen.

The 60° angle in both diagrams
indicates the angle of vision the
patron normally and naturally en-
compasses (no unusual movement
of the head or eyes). Any seat
placed to the rear of the 60°
angl'; exposes the physical struc-
ture of the auditorium to the
viatfer, reducing the "dominant”
effect of the screen image. The

shaded orea in the lefthand diagram shows the preferred area *or optimum effect with 70mm film,
surround, which gives the effect of an obscure peripheral trailjoff, making the image seem evoo loiter

MOTION PICTURE HERALD, JULY 2, 1955

earlier practice. Until the avalanche of
“new techniques” in 1953, an acceptable
set of circumstances existed for one stand-
ard method universally employing 35mm
film. These circumstances were :

(a) Theatres built throughout the world
with auditorium seating having the first
row quite close to the screen — a distance
not greater than the picture width; and
having the last row at a distance at least
six times the picture width (the maximum
distance actually recommended under the
old conditions was as much as 5.2 times
the picture width).

(b) Cinematographic technique based on
the viewing conditions cited in (a), with
the close-up a principal device of dramatic
portrayal so as to attain effective acuity for
remote viewing locations.

(c) Acceptable resolution of the film
photograph at a distance from the screen so
little as 15 feet because of the relatively
small magnification factor, since picture
widths were usually under 20 feet and
practically never more than 25 feet.

Wide-Screen with a Luminous Surround

Screen with surround of the new La Rampa theatre, Havana, Cuba (other photos on following pages).

“BIG PICTURE’’ VALUES

Under these conditions of the art, a
world-wide motion picture industry devel-
oped. It long was a formula of success in
the amusement business, but I believe that
the overworking of this formula had as
much to do with the drop in attendance
eventually suffered by the industry as com-
petition from other recreational media, led
by home television.

Wonderful story material, with superb
direction and casting, undoubtedly can
assure a popular production even with the
old formula ; however, subjects having
powerful appeal inherent in the very story
material are few and far between. That is
true of all media of public entertainment.
Many things more than a story usually
must go into a production, be it a stage
play, a book, or a TV program, to make it
worth the risk of the investment in it.

It seems obvious that the “big picture”
already has given the motion picture greater
impact, yet the industry has only started to
learn how to take advantage of it. The
technique now in development will prove
before long, in my opinion, substantially as
important an advance in the art of the
screen as sound was.

There have been growing pains, of
course, and there are more to come. Many
problems remain. It is the purpose of this
article to examine some of them, to see how
they may be dealt with for the various new
techniques.

At the outset, let us observe what the
“big picture” is as a function of these tech-
niques. There are a number of advantages
to the art in the increase in scale repre-
sented by the format that has come to be
known, perhaps more for convenience than
{Continued on page 20)

WIDE-SCREEN INSTALLATIONS structurally associated with synchronous type
luminous surrounds, both designed by Ben Schlanger as consulting architect for the
new La Rampa theatre In Havana, Cuba, and for the remodeling of the Five Points
theatre in Jacksonville, Fla. Both screens are about 40 feet wide, with the surrounds
adding approximately 12% to the visual field (Figure 1 of the adjoining article is of
interest in this connection). No movable maskings were employed in these screen
Installations. Both picture width and position of the top of the picture are constant
regardless of projection system used. The aspect ratio for non-anamorphic projection
is 1.77-to-l; for anamorphic it is 2-to-l, leaving unused strip across the bottom of
the screen (area of which audience is least conscious). Mr. Schlanger comments: "It is
not possible to have a contiguous surround lighted by reflection of the picture light,
so as to maintain the surround in the same color temperature as the picture, when
movable maskings are used; the surround, of course, has the very purpose of eliminating
such bold picture-framing borders." These surrounds are fabricated of cement
asbestos wallboards on steel framework, with the boards covered in canvas, which is
painted the same tone as the screen surface. Colored light is projected on the screen
during intermissions.

Screen and surround built Into the Five Points theatre, Jacksonville, Fla.

BETTER THEATRES SECTION

* The front of the La Rampa is a simple composition of
rectangular forms largely of fluted stone wivh entrance to the
theatre brightly marked out from adjoining businesses by a
m.arquee with fascias of silhouette attraction panels and a
back-lighted soffit of translucent material combining fibre glass
and plastic. The box-office is recessed in right vestibule wall.

Theatre Above
Stores Reached
By Lobby Ramp

Picturing the La Rampa, new 950-seat playhouse in
Havana, Cuba, of modern design with a distinctive
plan combining street lobbies with theatre location
over commercial space required by site values.

Architect: GUSTAVO BOTET, Havana.

Consulting Architect: BEN SCHLANGER, New York.
Acoustical Consultant: DR. CYRIL M. HARRIS, New York.

■ The La Rampa is located in a new business
section of Havana and is owned and operated
by a Havana company headed by Dr. Ventura
Dellunde. Contemporary in architectural styling
throughout, with an auditorium almost purely
functional in design, the La Rampa presents an
architectural scheme of general rather than local
possibilities of application, except for a plan of
approach from street to theatre-proper oc-
casioned by the economic advisability of locat-
ing the auditorium at a second-story level. An
airlines office adjoins the vestibule (above) on
one side, a restaurant is on the other. The ves-
tibule leads into a lobby containing a sunken
garden-like lounge, which is encompassed by a
rai led ramp (right) giving access to auditorium.

MOTION PICTURE HERALD. JULY 2. 1955

® The auditorium of the La Rampa seats 950,
with only 300 on the main floor, the rest In a
stadium section. Chairs throughout are Hey-
wood-Wakefleld upholstered In dark green
nylon. Both walls and celling are 3/16-Inch
perforated asbestos board backed by mineral
wool, and air space Intervenes between the
acoustic wool and the structural wall, giving
the asbestos board diaphragmmatic action,
with the board variously braced to give differ-
ent frequency response. Further, wall boards

form splayed panels to
break up sound reflec-
tion directionally, and
the ceiling is similarly
splayed. The screen is
built into the auditorium
design, with synchronous
luminous surround (see
page 13). Photo at left
looks across auditorium
in front of screen, show-
ing bottom surround
panel curved to floor.
With a Raytone "white"
screen, a 42-foot picture
is lighted by Strong
lamps at 115 amperes.

® Pictured below Is the women's lounge of the La Rampa. This and
the men’s lounge are located on opposite sides of the building, and
with the stadium form the theatre area above the commercial space.
The lounges are reached from a landing where the ramp turns to the
auditorium entrance. The lower righthand photo looks toward the land-
ing, the lefthand photo from the landing.

BETTER THEATRES SECTION

Remodeled

or Modern Deeor and

y ■'

Archless Screen Setting

FRONT AND VESTIBULE: Except
tor the semi-circular marquee, the
front of the theatre was com-
pletely remodeled with the walls
refaced in semi-glazed brick. The
centrally located box-office (above)
was removed and a new one built
into the middle of a curved side-
structure (right) which hides stairs
leading to the manager's office
and the projection booth. The
box-office is flanked by two 8-foot
high brass panels extending a few
inches outward from black mosaic
strips above and below. The floor
here has been covered with rubber
matting in a reddish-brown color.

Following a fire at the Kenmore theatre in Boston last winter
which seimty <lama^ the screen end of the main auditorium,
owner LdBb Richmond decided to renutdol
tcuMformation, designed by Willi

The theatre eeets 700 on "

tire theatre,
n, is

S HUROK PRESE^r

JfERm^'AlOAUILCOU

SOPHIA L(»EN VOICE OF IPS

LOBBY: From the front doors (visible in "before"
view above and "after" view at left) entrance
is made into a small lobby to the right of which
are ten stairs leading down into the main audi-
torium. Directly beyond the lobby is the foyer-
lounge. The new lobby flooring is white vinyl
plastic tile; the ceiling grey plaster and the walls
white cork tile combined with charcoal plaster.

MOTION PICTURE HERALD, JULY 2, 1955

FOYER-LOUNGE: Separating the foyer-lounge, which also serves as
an art gallery, from the lobby is a wooden planter (right) with smaller
bronze boxes mounted on six green steel bars reaching from ceiling to
floor to make a semi-screen of flowers. Stairs at the right of the lounge
lead up only six flights to the balcony entrance doors. In the lounge
(below) the wall opposite the main entrance doors is covered with a char-
coal-colored drape and the others are of white cork tile, contrasted in
sections with charcoal plaster. On the street side is a tall, narrow pic-
ture window. The floor here is covered with an Alexander Smith carpet.

AUDITORIUM: From the downward stairs off the lobby, entrance is
made through Chinese red doors into the main auditorium, the fire
damage to which is pictured at right. In the remodeling (below) the
stage and proscenium arch were eliminated and a new screen curtain
installed extending all the way from the floor to a recess in the ceiling
and almost the full width of the front. The new screen is a Walker,
30 by 15 feet. The auditorium walls were repainted in cocoa and the
ceiling refinished in beige California stucco acoustical tile. New aisle
carpeting is an Alexander Smith; the theatre was reseated throughout.

BETTER THEATRES SECTION

Zhe 'Drive-in . .

REMODELING

For example, the Fresh Pond drive-ln at Cambridge, Mass.

THE DRIVE-IN division of motion picture exhibition has
reached an age which calls for remodeling, partly to
overcome the effects of use, but also to meet standards
and conditions of operation which have overtaken it.
Adaptation of the screen and projection facilities to wide-
screen technique of course is sparking the program of
revision which got well underway early this year, but this
activity is also being accompanied by changes elsewhere
for improvement of appearance, better handling of traf-
fic, more effective exploitation, and expansion of refresh-
ment facilities — in some cases, expansion of car capacity
as well. The Fresh Pond drive-in at Cambridge, Mass.,
of which George MacLaughlin is managing director, is
essentially typical of the kind of revisions being made.
What Mr. MacLaughlin has done at the Fresh Pond is
pictured on this and the opposite page.

■ The remodeling program of the Fresh Pond drive-In included increase
in capacity and erection of steel additions to the screen tower, exten-
sion of the refreshment building, repaving of drives and ramps with
black-top, addition of exits so as to reduce clearance time, and improve-
ments to the landscaping, consisting chiefly in the planting of a row
of poplar trees and of red climbing roses along a pole fence. Ramp
area was added along one side, increasing the capacity from 1100 to
1350 cars. This of course moved the axis of the parking space, so exten-
sion of the screen was greater on one side than the other, and a new
booth (pictured at left) was built to center the ports on it. The new
screen is 120 x 48 feet, is curved on a 383-foot radius (projection throw),
and has a tilt placing the top 48 inches from the perpendicular. It is
fabricated of Robinson-Q interlocking decking and surfaced with marine
flat white paint. Projectors are Simplex; lamps. Peerless HyCandescent.

MOTION PICTURE HERALD, JULY 2. 1955

® To provide service facilities primarily necessitated by the Increase in car
capacity, an addition was constructed on each side of the retreshmeni
building of the Fresh Pond drive-in. With a cafeteria type service system,
the additions provided two more lanes. Each of the new lanes has its own
doors for entrance from outside, allowing service to be restricted to the
central section, or to that area plus one side, as patronage indicates. The
new sections are of the same construction as the original building, with
walls of concrete blocks having wood louvered ventilator strips along
the eaves, and a roof of wood planking laid on rough-hewn timber beams
and covered with asphalt roll roofing. Inside the beams and planking are
left exposed and are stained. Asphalt tile flooring covers the cement slab.
Besides service at the refreshment stand, the Fresh Pond uses car hops
with "buffeteria" carts offering popcorn, cold drinks and frankfurters.
Besides pizza pie, which is generally a big-seller at drive-ins in this part
of New England, a popular food item at the Fresh Pond is hot pastrami,
which is sold in a 40-cent sandwich. Instead of large pizza pies prepared
on the premises In an oven and cut into four servings, the Fresh Pond offers
a frozen kind that comes in a 6-inch size and Is heated in an electric warmer.
Three drinks are sold — non-carbonated orange. Coca Cola and Hires root
beer — over the counter. The location of the Fresh Pond, says Manager
MacLaughlin, In an area where parking space Is a common problem —
a 20-minute drive from downtown Boston and half that time from the
center of Cambridge — sometimes brings people to It as much for its
refreshment service as its screen attractions.

Interior of the Fresh Pond refreshment building, looking
from original central section to new righthand lane
(above) and down this lane (below) towards its entrance.

A drive-in becomes part of huge shopping center, and in a most novel
manner, in plans for a countryside market at Dover, N.J. The shops will be
under one roof, and the drive-in will be constructed upon it. To be an opera-
tion of Walter Reade Theatres, the theatre will have a capacity of 1,000 cars.
Its area will be used as a parking "lot" for the shopping center during the
day. Walter Reade, Jr., head of the circuit, has announced that a fully-

equipped restaurant will occupy the center of the upper deck, to be operated
during the day for service to shoppers as well as at night for drive-in patrons.
The screen will be over 100 feet wide and in front of it will be a children's
playground. The designer's sketch reproduced above offers a general concep-
tion of the plan, which provides for ramps to the upper deck from ground-
level entrance plaza and drives along the sides.

BETTER THEATRES SECTION

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See your favorite Independent Theatre Supply
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^^The Voice of the Drive-In’’
1207 Cherry St. Toledo 4, Ohio

Adapting Theatres to the Big Picture

{Continued from page 13)

clarity, as “wide-screen.” But basic to
them all is domination of the field of vision.

The viewer should not be “picture”-
conscious. Instead, he should essentially
feel as though he were at the scene. When
the screen has physical relationships to the
auditorium like those of a good-sized paint-
ing to a living room, it is just that — a pic-
ture on a wall. This artificial, unconvincing
quality of a motion picture performance is
the more damaging to the illusion as small-
ness in actual dimensions is supplemented
by a bold, rigid frame and, further, by
points of light and architectural forms that
intrude into perception of the picture from
beyond the screen. Making the picture
wider is incidental to making the screen
bigger, and making the screen bigger is one
of the factors of a visually dominant pic-
ture.

Under the practical conditions of a thea-
tre an audience must be seated at widely
varying distances from the screen. Obvi-
ously, the closer to the picture a person
may sit, the greater the potential sense of
presence he may have. In order to realize
the objective of visual domination in a
higher degree for a majority of the audi-
ence, seating should tend to be near the
screen rather than distant from it {see
Figure 1, page 12).

AUDIENCE DISTRIBUTION

Over-magnification of the film photo-
graph is a fundamental barrier to this.
With the 35mm film frame of the standard
projection blown up to a screen image from
around 35 to as much as 65 feet wide, the
picture does not have definition for enough
forward viewing positions for the sense of
presence to be fully exploited. A very size-
able amount of space at the screen end of
the auditorium is not effectively useable,
whereas most of it should contain a large
portion of the best viewing positions.

Increase in the size of the film photo-
graph, with such emphasis on width as
natural vision indicates, allows comparable
increase in the scale of the projected image
with less magnification. It is not, of course,
width of film frame alone which makes pos-
sible a “dominant” image. The problem
starts with the seating capacity of an audi-
torium, which in turn dictates the size of
the picture.

Actually, then, the matter of going to film
wider than 35mm is not something to be
considered only in connection with cinemat-
ographic and projection mechanics; what
the wu’dth might better be proceeds very
importantly from the prevailing range of
picture sizes indicated by seating capacities.

To illustrate this, one may say (and
there are grounds for use of these amounts)

that one millimeter of film width is re-
quired for each foot of projected image in
order that the picture may be sufficiently
resolved from the viewing locations at
which the performance area actually or vir-
tually fills the field of vision.

The 35mm film, with vertical projection,
cannot meet these conditions of “presence”
except for an audience too small to be com-
mercially feasible, unless the admission
price were extraordinarily high. In most
cases, the seating capacity requires a picture
at least 45 feet wide for “domination” and
“presence” to be the forces they ought to
be in theatrical exhibition of motion pic-
tures. For a picture size of this order,
however, the photograph of 35mm film for
vertical projection is overly magnified for
efficient use of the forward portion of the
auditorium.

There is another reason besides “pres-
ence” for placing the center of seating as
close to the screen as possible This is
derived from the natural relationship of
viewing angle to camera angle. Wide-angle
cinematography is inherent in “wide-screen”
technique. Viewing positions are the better
— are capable of producing more realistic
perception — the closer their angle comes to
camera angles. The angle for camera and
for viewing should be wide enough to make
the peripheral areas of the picture a realis-
tic part of the whole screen image, as they
would be in comparable perception of real
life. The trend already is in this direction.

For this realistic effect it is further de-
sirable to restrict the number of focal
lengths employed in cinematography; nvo
camera angles are preferable to three, and
one to two, in contrast to past practice,
which has employed lenses of numerous
focal lengths for a rapid-fire sequence of
close-ups, middle-shots and long-shots. This
continual variation of course has had the
great virtue of overcoming practicably the
limitations of the relatively small screen,
which compelled close-ups for effective per-
ception of detail, which in turn required
interpolation of longer shots to maintain
the whole scene. “Wide-screen” technique,
on the other hand, allows perception of
detail without loss of the scene as a whole,
and for a more natural shift of viewpoint,
thus creating conditions most congenial to
the spectator’s “role” of witness.

ADVANTAGE OF WIDER FILM

To all of these considerations of the “big
picture” format a larger film photograph is
better adapted than that available in 35mm
film, unless an anamorphotic system, or
horizontal projection, is regularly em-
ployed. The process which contemplates
{Continued on page 40)

MOTION PICTURE HERALD, JULY 2. 1955

Mter Projectm

A Department nn PHDJECTIOIV S. SDUND

Conditions Necessary for
Optical System Efficiency

By CIO CACLIARDI

GIO GAGLIARDI

THE EFFICIENCY of any
projection system is directly related to the
manner in which the following problems
are solved.

(aj What part of
the total light radiated
by the carbon crater is
collected by the lamp-
house condenser or re-
flector?

(b) What portion
of the light collected
by these condensers and
reflectors actually goes
through the film gate?

(d) What percentage of the light deliv-
ered to the screen is reflected back to the
seating areas of the auditorium?

At the present time carbon arcs are the
principal sources of projection light, and
there seem to be three general groups of
arcs which are used with certain types of
lamphouse magnifying systems.

The first group is the suprex, or copper-
coated non-rotating, carbons, which are
used with ellipsoidal mirror type lamphouse
• optics. These systems have a range of 45 to
80 amperes and can produce up to 15,000
lumens.

The second group consists of the 13.6mm
rotating carbon used with a lens type con-
densing optical system. These carbons have
a normal range of 125 to 185 amperes, and
some special types have been used up to 270
amperes. They can produce 23,000 lumens
and may be pushed up to 30,000 at the ex-
treme current ranges.

The third group consists of the 10mm
and 11mm rotating carbons, used with the
large reflector type lamps. These systems
have a current range of 90 to 135 amperes
and can produce from 20,000 to 30,000

lumens when the larger reflectors are used.
It is possible that this type of lamp may be
designed to use the 13.6mm carbon at
higher currents and thus make available
even greater quantities of light.

As may be seen from the above, there are
two optical systems generally used in pres-
ent day lamphouses. The lens, or condenser,
type ; and the mirror, or reflector, type.
Both accomplish the same task : to collect
the light radiated from the carbon arc
crater and to project a magnified image of
this crater either upon the film aperture
gate or upon the projection lens rear ele-
ment.

LIGHT COLLECTION ANGLES

The efficiency of a lamphouse optical
system depends upon the size of the angle
of collection from the crater, and the angle
of projection to the film gate. Figure 1
shows this principle for both reflector and
condenser type lamps. Angle ©, the light
collecting angle for an 18-inch reflector
lamp is approximately 150 degrees, while
angle 0 for a condenser type lamp is about
90 degrees.

However, the angle ©' for the reflector
is 16 degrees, and for the condenser angle
©'is 14 degrees. These last two angles are

Theatres Equipped with

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need & use brilliant light from

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means

MAXIMUM LIGHT
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Longer Burning
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Amp. Volts

Pos. Grade

Neg. Grade

40 (I Kw) 28
42-50 31-38

55-65

65-70

75-80

80-85

80-90

34- 37
38

35- 37
39^
37-40
50-55

lOO-lie 54-60

115

115-130

60-66

130-150 65-67
150-160 68-70
170-180 68-69

7x14

8x14

9x14

9x20

10x20

11x20

13.6x22

54IC

544C

544

544C

544-1 OC

552-09

552- 09

553- 01
523

583-08

6x9

7x9

8x9

5/16x9

11/32x9

3/8x9

7/16x9

1/2x9

545-20C

545-C

545C

557C

5550

There’s a Lorraine Carbon
for your particular lamp

Write for your FREE NEW

LORRAINE CARBON CHART

of recommended amperages,
voltage and arc gaps.

CARBONS. Inc.BOONTON, N.J,

BETTER THEATRES SECTION

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For all exhibitors —
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Supply Dealer. Don’t
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Send for Bulletin 222

KOI.I.A\OR.«e!li

Plant: 347 King Street
Northampton, Massachusetts

COKIMlirATlOK

NEW YORK OFFICE: / 30 CHURCH STREET, NEW YORK 7, N. Y.

to be used in conjunction with the
PRO 47

EW78

The Improved Wenzel Heavy Duty
Triple Tension Film Door Assembly

WENZEL PROJECTOR CO.

2509-19 S. State St.

Chicago 16, III

WENZEL NEW
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SHIELD

PRO 55

Write for Illustrated
Circular showing these
and other Wenzel Im-
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Products.

the measure of the speed of the systems.
For the reflector, 16 degrees represents a
speed of //1. 7; and for the condenser, 14
degrees represents a speed of //2.O.

The problem with both systems is to
magnify the carbon crater just enough in
order to cover the film aperture as evenly
as possible, and to maintain the collecting
angle ®, and the speed angle as large as
possible. If these conditions are fulfilled,
then the light from the carbon crater is
utilized to its greatest extent.

CONTROLLING FACTORS

These three fundamental factors control
the action of an optical system in a lamp-
house. They are tied in close relationship
so that fixing any two of them will deter-
mine the third. These are;

1. The angle of light collection from the
cai'bon crater.

2. The angle of light delivery to the film
aperture plate.

3. The magnification ratio between the
spot on the film aperture and the carbon
arc crater.

In a reflector type system the optimum
light collecting angle will vary between
130 and 150 degrees. Let us see xvhat
would happen to the other factors when
the size of the carbons is changed.

Figure 2 shows the light brilliancy dis-
tribution curves for an 8mm, an 11mm,
and a 13.6mm carbon crater. Since the core
of the carbon produces the most intense
part of the light, a magnification power is
chosen for each carbon, such that the cen-
tral part of the light curve will fill the
diagonal of the film aperture. At the pres-
ent moment the aperture diagonals vary as
follows :

Aspect Ratio Dimensions

Diagonal

1.33 .825" X .600" 1.020"

1.75 .825" X .471" .950"

2.00 .825" X .412" .922"

C’Seope .912" X .715" 1.160"

Assuming an average aperture diagonal
of 1 inch, the 8mm carbon core has been
magnified 6.6 times. The 11mm carbon
core needs only a magnification of 5.4 times,
and the 13.6 carbon core needs only a mag-
nification of 3.3 times, in order to produce
fairly even light distribution across the film
gate of the projector.

DETERMINING SPEED

Using these values of magnification and
the large collecting angle of the mirrors,
let us see what the resultant speed would
be if these carbons were used in a reflector
lamp. Figure 3 is a chart showing the re-
lation between lamp speed, crater magnifi-
cation and light collecting angle for re-
flector type systems. (This is adapted from
data published by National Carbon Com-
pany engineers in the SiVIPTE Journals.)

Some Suprex lamps with 14-inch reflec-

MOTION PICTURE HERALD, JULY 2, 1955

Get Unsurpassed Quality!
Perfect Tone!
Proven Performance!

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Since 1919 the Projection Optics
Co. has pioneered in the develop-
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8 mm. Over thirty-five years of pro-
jection experience are behind every
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you are getting the finest projection
humanly possible, when your lens is
made by Projection Optics.

PROJECTION OPTICS CO.

wherever Fine Optics are Important
330 lyell Avenue Rochejter 6, N. Y.

tors have a collecting angle of 140 degrees,
and a magnification ratio of 6.6-to-l. From
the chart in Figure 3 we can see that this
particular system will have a maximum
optical speed of //2.3 projection lens to
collect all the light which passes through
the center of the film aperture.

mensions for a 14-inch reflector lamp, such
as mentioned above. Looking at Figure 3,
we see that for a magnification of 6.6-to-l,
and a collecting angle of 140 degrees, the
lamp can only have an //2.3 speed. How-
ever, if the reflector is made to have a mag-
nification of only 6.2-to-l (shown in sec-

FIGURE 2 — Section of carbon crater and magnifica-
tion necessary to cover aperture plates at film plane.

COLLECTING ANGLE

FIGURE 3 — Relation between speed, magnification
and collecting angle for ellipsoidal reflector lamps.

Figure 4 (page 26) is a schematic for
reflector systems. A tabulation is given
showing different diameter reflectors and
different optical speeds which are now being
used in the field. It is interesting to see
how these values check out with the theo-
retical conditions charted in Figure 3.

The first column shows the physical di-

ond column), maintaining approximately
the same collecting angle (143 degrees),
then the speed of the lamp will be increased
to //2.1, and an //2.0 lens could be used.
This would have the effect of increasing
the light on the screen 20%.

This particular set-up could utilize 9mm
suprex carbons because their larger cores

MOTION PICTURE HERALD, JULY 2, 1955

Another Reason I

RectiliersL

Preferred

^3 ^ea/tA S

Within one year from date of factory shipment, re-
placement is made with no charge; within 2 years, at
33 '/3% of replacement price; within 3 years, at
66%% of replacement price.

Efficient operation of each type and^rating of pro-
jection arc necessitates a rectifier specifically en-
gineered to its particular requirements. That is why
Strong manufactures a complete line of rectifiers,
which includes one for every type of lamp. Every
Strong rectifier assures smooth output current, long
life, low operating temperature, and flexibility in
control. Transformer taps provide adjustment to
compensate for supply voltage variations through a
range of 10% above or 10% below the rated
A. C. input voltage throughout the output rating
range. Fine taps on the primary are connected to an
8 -point external manually controlled switch which
permits output adjustment while the arc is burning
and without the necessity of reconnecting wires.

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and 13.6 Hitex carbons.

90-135 Ampere rectifier for use with 10 mm and 11 mm regular, or 10 mm
Hitex carbons.

80-120 Ampere for use with 9 mm, 10 mm or 11 mm carbons.

70-90 Ampere for use with 9 mm carbons.

60-75 Ampere for use with Suprex type carbons.

All models may be used with angular or coaxial trim lamps.

Applicable whenever slacks become inoperative for reasons other than neglect or
abuse. Replacement covers unit shipped collect from factory with defective unit
shipped prepaid to factory and does not include cost of installation.

SINGLE OR THREE-PHASE
MODELS AVAILABLE

THE
STRONG
ELECTRIC
CORP.

1 CITY PARK AVENUE • TOLEDO 2, OHIO
Please send free literature on Strong Rectifiers.

NAME^

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are suitable for a smaller magnification fac-
tor. The greater light output of this carbon
should also add to the screen brightness.

In checking the characteristics of the
16-inch reflector lamp, we find that for the
10mm carbons a smaller magnification fac-
tor is needed. At a magnification of 5.4-to-l,
and a collecting angle of 136 degrees, the

R ef lector Dia.

14"

16"

18"

Crater Dist.

5%"

6'/2"

6t^"

A perttire Dist.

35"

33"

35"

34"

Reflector Depth AB

2%"

3'/4"

4%"

Collect. Angle

ECF

140“

143°

136°

154°

Speed Angle

EDF

25°

26.5°

28.5°

34°

Speed

F/2.3 F/2.1 F/1.96 F/1.65

Magnification .

6.6

6.2

5.4

to 1 to 1 to 1 to 1

FIGURE 4 — Physical and optical characteristics of
four different types of reflector lamps.

reflector speed is approximately f/2.0, and
this checks with Figure 3.

The new 18-inch reflector lamps are
characterized by very large collecting
angles (154 degrees) and, using a mag-
nification of 5.4-to-l, this reflector will
have an optical speed of approximately
//1. 7. The actual dimensions and the theo-
retical values in Figure 3 agree very closely.
For this particular reflector an //1. 7 lens
is needed in order to collect all of the light
at the center of the film aperture.

MAGNIFICATION AND SPEED

It can be seen from these various figures
that there is some leeway between carbon
sizes and magnification, as well as position-
ing of carbon crater and reflector with re-
spect to the film plane. However, the re-
sults of such adjustments must be carefully
weighted, keeping in mind always the rela-
tionship of the various factors.

As we decrease the magnification of the
carbon crater, maintaining the same collec-
tion angle, the speed of the lamphouse opti-
cal system is increased. In order to utilize
this increase in lamp speed, a projection
lens of similar relative speed should be
used.

There is a point however where lowering
the magnification will produce an undesir-
able light distribution pattern on the
screen. The side and corner lighting will
be considerably lower than the center
brightness. Some engineers demand a side-
to-center distribution of 80%. Others con-
sider 65% entirely satisfactory. There are

MOTION PICTURE HERALD. JULY 2. 1955

SHOW THEM THE DIFFERENCE

""" National Projector Carbons

TRADE-MARK ^

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Improved theatres, imaginative promotion, colorful display — all help
the successful exploitation of these terrific, new media. But above all, wide-
screen showings demand light — as much light as you can give them.

Good projection is just good business. Be sure that your projection
equipment keeps pace with other improvements in physical theatre. And
continue to trim your lamps with "National” projector carbons for maximum
picture quality.

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with “NATIONAL” CARBONS

The term "National” is a registered trade-mark of
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Sales Offices: Atlanta, Chicago, Dallas, Kansas City,
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In Canada: Union Carbide Canada Limited, Toronto

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many conditions where only 50% distribu-
tion can be reached, especially on the very
large screens.

This drop in screen light distribution may
be particularly true with the new wide-film
systems coming into use, such as Vista-
Vision, Todd A-O, MGM and large Fox
anamorphic prints, where the film aperture
diagonals have been increased to over 1.5
inches. In these cases, the carbon crater
images must be magnified considerably be-
yond their present values. To accomplish
this without loss of screen light, new lamp-
house design would be needed, where higher
speeds, or larger carbon craters, are used.

However, it may be possible now to
adapt the existing 13.6mm carbons to re-
flector-type lamphouses, thus making use
of present equipment. If such a carbon
were used with a reflector having a mag-
nification of 5.4-to-l, proper coverage
should be obtained for the new larger film
apertures. Figure 3 shows that such a sys-
tem is possible, utilizing a reflector with a
collecting angle of 150 degrees, a magnifica-
tion of 5.5-to-l, and optical speed of f/1.7.

NEW LITERATURE

Theatre Sound Systems: A catalogue
describing its line of sound equipment,
which includes system for theatres, has
been published by the Stephens Manufac-
turing Corporation, Culver City, Calif.
The literature is composed of five separate
loose-leaf sections placed in a cover which
has folded ends that form a pocket. The
first three sections are four pages each:
two dealing with speaker enclosures, the
third with coaxial and full-range loud-
speakers and speaker systems. The last
two are two-page sheets concerned with
component loudspeakers, horns, networks
and theatre installations. Copies may be
secured by writing the company at 8538
Warner Dr., Culver City, Calif.

NEW FEATURE FOR EXCELITE 135

A water-cooled carbon contact assembly is now
being offered as an optional feature with the
"Excelite 135" projection arc lamp (above) which
is distributed by National Theatre Supply. Other
new features of the lamp include an 18-inch
reflector, an improved positive carbon contact, a
ventilated reflector frame and a removable holder
for the heat filter.

MOTION PICTURE HERALD, JULY 2. 1955

NAnONAL EXC ELITE 135”

Projection Arc Lamps

now available with

WATER-COOLED CARBON CONTACTS

18" f 1.7 or .16-1/2" f 1.9 reflector.

Readily adaptable to all modern screen presentation
techniques.

Burn a choice of tour carbon trims (9, 10, or 11
mm regular or 10mm Hitex.)

Correct amperage selection by a single control.

Long-life positive carbon contacts.

Ventilated reflector and reflector frame.

Reflect-O-Heat unit reduces heat at the aperture.
Removable holder cooled by blower.

NAT

T H EATRE SUPPL

«( Noilonol . Simple, . BludwciK.U

as optional equipment

The Automatic Grater Positioning Control System in-
sures that both carbons are so fed as to maintain a
correct arc gap length and to keep the position of
the positive- crater at the exact focal point of the
reflector. Thus, the screen light is always of the
same color, without variations from white to either
blue or brown.

The arc is stabilized by a stream of air which main-
tains a prescribed system of ventilation of the area
surrounding the arc. This air Jet prevents the hot
tail flame of the arc from reaching the reflector,
supplies enough oxygen so that no black soot is
produced, and keeps white soot from collecting on the
reflector in such quantity as to absorb heat which
would cause breakage.

Unit construction permits easy removal of elements
for inspection in servicing.

A SUBSIDIARY OF GENERAL PRECISION EQUIPMENT CORPORATION

BETTER THEATRES SECTION

method in

MdMgement

★

staff supervision
institutional advertising
exploitation equipment
housekeeping & maintenance
and related activities

Exploiting Comforts of Air-Conditioning

Describing a campaign to promote
advantages of theatre cooling de-
vised by Edgar Coth, director of
advertising and publicity for
Stanley-Warner’s Newark zone.

IN THE FACE of SUch
formidable recreational competition in the
summertime as beaches, picnics, motoring
and the like, the motion picture theatre
equipped with air-conditioning has a tre-
mendous advantage to exploit. That of
course is pli3'sical
comfort, which, when
combined with good
merchandising of film
product, adds up to a
bid for the public’s
recreational time which
is hard to beat. Box-
office receipts all over
the countrv during the
past few summers have
provided especially
convincing evidence of
this fact.

To take full advan-
tage of this unique
benefit requires intelli-
gent and aggressive
campaigning, and to
that end Edgar Goth,
director of advertising
and publicity for the
Stanley - Warner cir-
cuit’s Newark, N. J.,
zone, recently prepared
a special press book on
the subject. He calls it
“Your 1955 Air Con-
ditioning Manual,”
and it contains a good-
ly number of schemes
for ads, posters and
trailers all designed to
promote the idea that
the theatre is “the cool-
est place in town !’’

There are certain fundamentals which
must be included in all aspects of a success-
ful “cooling” campaign, ]\Ir. Goth explains,
and the first of these is the proper copy
approach. Words to stress are “comfort”
and “relaxation,” he points out, and the use
of “frigid,” “cold” and “arctic” should be
avoided, since they may suggest unhealthful
and uncomfortable conditions.

It is important, too, that every piece of
advertising — including heralds, novelties,
throwaways, posters, window cards, bus
cards, counter cards, street ball}ffioos, etc.
— contain copy referring to the “cool com-
fort” offered by the theatre. The ad cam-
paign should be a constant, da^^-bj^-day
affair, Mr. Goth believes, with liberal use
of either special copy or “air-conditioned”
signature cuts. During a heat wave he ad-
vises that the size and prominence of the
copy be stepped up.

Full use should also be made of the front
and lobby areas, making them “inviting in
appearance with the promise and suggestion
of cool comfort on the inside.” To achieve
this Mr. Goth recommends that valances
or hanging frames reading “comfortably
cool” he placed on the marquee. Colors
should give the impression and e^ect of
coolness, he points out, with greens, blues
and whites being used on mats in poster
frames and in all art work. Also, all poster
and still frames should have an “air-con-
ditioned” snipe, the best position usually
being along the bottom of the frame.

In addition Mr. Goth recommends plac-
ing “air-conditioned” plastic stick-ons in
box-office windows and a 40 by 60 easel out
front. Suggested copy : “Come on in ! Al-
ways comfortably cool inside. Scientifically
air-conditioned.”

And an further cool touch might be

No need to bang around fbe bouse
these hot- uncomfortable summer days.
The family can have a delightfully
air-conditioned holiday any day in the
week simply by hopping into your car or
grabbing a bus to downtown Paterson]

So, dress up and enjoy an evening out!

Get out of the house! Dine at a comfort-
able air-conditioned Restaurant- see
a movie af a cool Theatre. You'll
find you'll stay refreshed with that
extra lift a movie vacation and dining
out will give you]

hr Ih rrrnhs.

both summer anot 'X

One of the cooperative institutional newspaper ads suggested for a
tie-in with restaurants to publicize them as cool places to go to.

MOTION PICTURE HERALD, JULY 2, 1955

Would You Rather Do

I < You'll be sitting on top of the world
I I when comfortable seating makes your
5 I Box Office zoom! As seating special-
! - I ists, we repair, tighten parts, replace
i I them, re-upholster or replace cushions
f , or back. And the show goes on with- '

I I out a minute’s Interruption I To get !

i j our unbelievably low prices, all you ; , !

I I have to do is

! 1 WRITE— WIRE or PHONE 42-1658 i

I i MANUFACTURERS — Foam Rubber & Spring *

I ^ Cushions, back and seat covers '

I i DISTRIBUTORS — Upholstery fabrics and gen-
I era! seating supplies

theatre seat
seruiceca.

160 Hermitage Avenue
Nashville, Tennessee

added bj’ potted palms and ferns, which
Mr. Goth suggests placing on top of the
box-office provided the style and construc-
tion permit.

Included in the manual also is copy sug-
gested as catchlines for ads, posters, trailers,
etc. A typical one reads as follows : "Be
comfortable! Enjoy refreshing entertain-
ment in the c-o-o-l comfort of the f\Iontaiik
theatre."

From a listing of copy for a variety of
short trailers to alternate throughout the
summer, this one is representative : "Just
what the doctor ordered! Relaxation and
entertainment in the healthful, scientifically
controlled, air-conditioned comfort of this
theatre."

As an important part of an intensive air-
conditioning campaign, IVIr. Goth proposes
in the press book an institutional program
which could be worked out as a cooperative
venture with other local establishments that
stand to profit by people coming downtown
— such as restaurants and clothiers. The
theatre exhibitor could secure the participa-
tion of restaurant and retail executives by
suggesting a meeting and explaining that
their interests and problems are mutual —
“to get people out of the house and to shop
downtown.”

By pooling their knowledge, experience,
facilities, manpower and advertising dollars,
it would be explained, they could work out
together a successful long-range public re-
lations and advertising program, with the
cost to each business unit being negligible.

AIM OF THE NEWSPAPER ADS

For the theatre exhibitor the aim of such
advertising is “to bring people out of the
house, pointing up advantages, comforts
and pleasure of theatre-going plus superi-
ority of movie fare. Air-conditioning, par-
ticularly, is emphasized. And, Indirectly,
the discomforts of summer TV-viewing at
home are suggested.” One of such coopera-
tive ads as devised by Mr. Gotb is repro-
duced on the opposite page.

The advertising can be adapted to the
number of theatres and restaurants par-
ticipating in a particular town. At least
one should appear each week, preferably on
Friday, according to i\Ir. Goth. It could
be placed off the theatre page (possibly on
page 2 or 3) or, provided the feature pic-
true advertised has already opened, it could
be used instead of the regular ad on the
theatre page.

As a final means of giving impetus to the
air-conditioning campaign, ^Ir. Goth cites
the value of newspaper publicity stunts.
“Since the weather is always news,” he
explains, “editors are always receptive to
timely and interesting stories and pictures
about the heat and what is being done to
lick it. And, if you use a pretty girl for
your picture stunt, the chances of getting it
printed are that much better.”

THE NEW

SPENCER

7f8 H. P. PORTABLE

Why be satisfied with inadequate cleaning
equipment, when you can have this genuine
“Spencer quality” commercial portable vac-
uum cleaner for less than $250, complete
with hose and tools? Better cleaning, easier
operation will make every cleaning hour
more productive. Wet or dry pick-up —
cleans bare floors, carpets, rugs, upholstery
and draperies. Explosion-proof motor avail-
able. Write today.

THE SPENCER TURBINE COMPANY • HARTFORD 6, CONNECTICUT

^ SPENCER^

Yotii' SmRniee

of Consistent Quality
and Outstanding Service
For Every Theatre Need!

NATIONAL THEATRE SUPPLY
29 Branches Coast to Coast

BEHER THEATRES SECTION

when considering curtain
controls & tracks, look for:

ersatilily

utomatic operation

ong service life

ow maintenance

fficiency

oiseless performance

you get all this and more from VALLEN
— world-famous for stage curtain controls
and tracks of unsurpassed quality, dependa-
bility and efficiency.

The Widest Line

Theatre Chairs

• The lowest priced to the
most luxurious.

• Sturdy cost iron and/or
steel.

• Comfortable full-uphol-
stered, padded or spring
backs and seats.

• Beautifufly styled end
standards.

• Upholstering materials, fin-
ishes and colors for every
taste.

See Yovr independent Theatre Supply t

Dealer or Write for Literature . |

IDEAL SEATING COMPANY]

, Grond Rapids, Michigan I

— ' ......rfilfr A’CMt!

BETTER

SEATIN6

MEANS

BETTER

BUSINESS

No Problem's So Small

A Worrier Cant Use It

says

owner-manager af the Narthwaad Thomtra. Marthvmmd. la.

NORTHWOOD, lA.
I'vE BEEN getting around

exhibitors — and the reason I call them
“brother” is not so much because we are
in the same business as that we are in a
common state of bewilderment. Perhaps a
leport on some of this bewilderment will
make you feel better. It may show that
you are just a busher in comparison to some
of the real professional worriers I know.

Fellow I’ve known for a long time,
who qualifies as one of the frettingest ex-
hibitors who ever missed a nine-inch putt,
called me a while back and asked, “How-
inell are you going to get them in next
September?” At that time 1 still hadn’t
gone CinemaScope, with its increased quan-
tity of product, and was worrying about
the next ten days. Knowing that he never
heard of a release schedule, I had no an-
swer for him.

He has developed the art of worrying
ahead to about as keen an edge as anyone
in the held. He worries about six months
in advance. This way he can keep his ir-
ritations way ahead of himself and save
today for golf.

He named about a dozen “big” pictures,
told how they’d laid their eggs, and he
posed the question: “If pictures like that
won’t do it, can you tell me what will?”
Do you know the answer? Here’s your
chance to prove you’re a real smart man.
•

Then there is Mr. Average, who justihes
his name by worrying about the very same
things that most of us worry about. How-
ever he does it in such a pitiful way that
he has no trouble getting listeners. He
worries about aspect ratio, about people
who don’t worry about aspect ratio, and
about overpowering picture size that isn’t
overpowering. He has trained his mind
to worry in full anamorphosis. He can
blow up a 1.33 worry to a 2.55 at the flip
of a psychic switch. Mr. Average has some-
thing to worry about, at that. Himself.

Another guy, who seems to have worked
his way well up to the top of the Worriers
Guild, got me cornered one day and tried
to get me to worrying with him about why

his business men didn’t patronize him, why
his town council wouldn’t reduce his li-
cense, and why his newspaper editor only
wrote three editorials a year about movies.

I scythed him down by reminding him
that I only handle Special Complaints, that
I would gladly punch his card and that he
should see the Chaplain. This is a tough
business, but it could be made easier if we
could departmentalize our worrying so
that specialists could work on an answer.
•

When you come in contact with one of
the clan of “specialized” worriers, you
want to be prepared for either an answer
for a quick exit. These people are usually
a hybrid and raise a crop of worries pe-
culiar only to themselves. A few samples
from the batch of Special Worries filed
with me lately go like this :

“How do they expect me to pay 50%
for a picture like that?”

“Does everybody have to give them Sat-
urday and Sunday time on that picture?”
“I didn’t know I was being checked!”
Fortunately, there aren’t very many
Special Worriers. Still, this group, like
Democrats in Vermont, constitute an ele-
ment in the overall scene and should not be
ignored altogether. That’s taxation with-
out representation!

•

The Miscellaneous Worriers probably
form the largest of all exhibitor groups,
but they’re the least organized. Their
worries seem to keystone, or pyramid, de-
pending on the current crop of pictures,
prices and general economic conditions.
They sometimes worry about worry it-
self! They’ll worry in circles about one
thing, and in a tangent about another. If
there is anything consistent about the
worrying characteristic of this tribe it is
a tendency to fret over what has hap-
pened to Saturday nights.

“For mor’n thirty-five years I could
count on Saturday night. What happened?”
No matter how many times you shake
your head in reply and say, “Danged if I
know,” they’ll ask you where the Saturday
night crowd went.

Occasionally, just to make like you want

MOTION PICTURE HERALD, JULY 2. 1955

to be helpful, you may say, “Maybe we
don’t give our Saturday night shows enough
showmanship.’’ And that really sets ’em

off.

“Showmanship? Did you say showman-
ship? Well, let me tell you that the biggest
grosses I’ve had in the last three years
came on pictures I didn’t lift a finger on to
put over.”

And like as not the fellow’ll go off mut-
tering, “Showmanship is self-hypnosis, just
so much self-hypnosis,” thereby shunting
his worrying over to another track.

One of these Miscellaneous Worriers
told me, confidentially, that he didn’t re-
gard himself as being in the theatre busi-
ness anymore. “I’ve decided I’m a real
estate operator,” he said, adding, “Now
ain’t that a helluva state of mind for an
exhibitor to get into?”

•

From the scientist in the laboratory who
has made our business possible, to the
gaudy barker singing his Lorelei song in
front of the show; from the lens grinder
who makes the make-believe seem true, to
the artist who creates the stuff of it ; from
the belabored film salesman to the exhibitor
and his usher, projectionist, janitor —
we’re all in it together. We all have our
problems and our worries. Whatever wor-
ries the producer inevitably affects the ex-
hibitor and the public. W^e’ve come a long
way together, not always pulling equal
shares of the load. Even so, we’ve made
this a great business for each other and
certainly the greatest that ever hit the
American scene as far as the consumer is
concerned.

You’ll not find in this corner any doubt
that we can’t keep right on going. We’ll
have rough spots, detours and blockades,
but we’re a mighty big team, well able to
pull the load when we all get our shoulders
in the harness.

But right now, seems like too many of
us are just champing around with our ears
back, snarling the reins, and if that keeps up
a lot of us are going to break a leg on the
whiffle tree.

To Build New Drive-Ins

M & R Theatres, Chicago, have an-
nounced plans to construct a new drive-
in in Chicago on the old Quarry site.
The new operation is to be called the
Bel-Air and it will have a 2.500-car
capacity. The screen will be 135 by 90
feet, it was stated.

The Georgia Theatre Company is
constructing a new drive-in on U. S. 41
South near Atlanta, and it will have a
car capacity of 1000, according to John
H. Stembler, president. The screen will
be 120 feet wide and 70 feet high.

Your usherettes may
be the smartest .. .

BUT

EVERY PERFORMANCE
STILL

A perfect performance calls for equipment that rolls in top shape from
earliest matinee to midnight show. The best man to keep it that way
is an expert RCA Theatre Service Engineer. And he’s the only man
who’s backed by all the broad technical resources of RCA.

RCA SERVICE COM PA NY, INC.

A Radio Corporation of America Subsidiary Camden, N. J.

You get MORE for Your MONEY with the

Raytone HILUX JR. Screen!

The HILUX JR. is Raytone's new economy-priced, high
quality screen for all-purpose projection. It is a
heavyweight, seamless metallic
" surface with fully improved
sidelighting at the lowest price ever.

your regular dealer NOW
for prompt delivery.
RAYTONE Screen Corp. 165 Clermont Ave., Brooklyn 5, N.Y.

MIDWEST: Raytone Screen Corp., 401 West St. Charles Rd., Lombard, III.

FOR THEATRES OUTSIDE U. S. A. AND CANADA—
FOR STUDIOS EVERYWHERE—

No Matter What You Need...Westrex Has It!

Westrex maintains a complete supply and service organization
to meet the needs of studios throughout the world and of
theatres outside the United States and Canada. Look to Westrex.

Westrex Corporation

111 EIGHTH AVENUE, NEW YORK 11, N. Y.
HOllYWOOD DIVISION: 6601 ROMAINE STREET, HOLLYWOOD 38, CAl.

Research, Distribution and Service for the Motion Picture Industry

BEHER THEATRES SECTION

about Products . .

news and views nf the market and its sources of supply

16mm Anamorphic Lens
In "Vidoscope" Line

A 16mm. anamorphic lens
has been placed into production by Walter
Futter, New York, with initial deliveries
scheduled for this month. Designed with
the same features as the company’s “Vido-

scope” 35mm. anamorphic lens, the new
model is equipped with screw mountings
and attaches without brackets to 16mm.
professional and amateur projector mecha-
nisms, including the Victor, Ampro, RCA,
Natco, Formay, Bell & Howell, Keystone,
Revere and others.

The company also has available a special
adaptor designed for attaching the 16mm.
lens to Jan or Bell & Howell 35mm. pro-
jectors. In addition it supplies adaptors for
prime 35mm. lenses so they can be used
with the Jan and Bell & Howell 16mm.
professional projectors. This permits wide-
screen viewing in limited “throw” areas,
it is stated.

Electric Generators
With New Ford Engines

TWO XEw SERIES of elec-
tric generating plants powered by new
short-stroke, high-compression Ford indus-
trial engines have been announced by D.
W. Onan & Sons, Inc., Minneapolis, Minn.
Series 25EC is 25,000-w'att and 35ED is
35,000-watt.

The generators for the new electric
plants are revolving field types and were
designed and built by Onan. They have
2% (plus or minus) voltage regulation
and 3-cycle frequency regulation and

heavy-duty types, conservatively rated for
continuous service. Other features include
a self-aligning semi-flexible drive disc,
“drip - proof” construction, “all - climate”
insulation, constant pressure brush springs,
double-sealed pre-lubricated ball bearings
and an automatic voltage regulator. All
standard voltages are available for 60-
cycle, 1 -phase and 3-phase models.

The plants are powered by 6-cylinder
(25kw) V-8-cylinder (35kw) overhead-
valve Ford engines. These gasoline-driven
units have large bore, short stroke rotating
valves ; full pressure lubrication with full-
flow filter ; tapered spark plug seats and a
“low-noise-level” cooling system.

Both series of electric plants are avail-
able in either fully housed or unhoused
models. All models are equipped with a
rugged sheet metal control box mounted
over the generator. Control features in-
clude engine Instruments, high-water-tem-
perature and overspeed shutdowns, an a.c.
voltage regulator, a field rheostat, and an
a.c. voltmeter. A circuit breaker and a.c.
ammeter are standard accessories on the
housed units, and optional on the un-
housed models.

Plastic Rain Visor
For All Auto Makes

AN AUTOMOBILE rain visor
of vinyl plastic, constructed with adjustable
features to make it adaptable to any size
car, has been introduced to the drive-in
theatre field by the Sightmaster Corpora-
tion, New Rochelle, N. Y. The new visor

was developed at the request of Arthur
Steel, one of the company’s directors and
owner of the Elmsford drive-in, Elmsford,
N. Y., who states that such a unit can do

much to counteract the drop in attendance
at drive-ins which usually accompanys in-
clement weather.

The new visor is 48 inches long and 18
Inches wide. Two elastic straps with clamps
on the end of them are designed to make
it adjustable for attachment to the rain-
gutter of any car. Suction cup attachments
fit to the base of the windshield.

The manufacturer points out that the
visor, while developed especially for use
during rain at drive-ins, may also be em-
ployed for a variety of purposes in driving,
such as preventing fog or snow from form-
ing on windshields.

New Vacuum Cleaner
For Medium Capacity

A VACUUM CLEANER for
medium capacity commerical use with both
wet and dry pick-up has been added to its
line of cleaning equipment by the Kent

Company, Rome, N. Y. The manufacturer
states the unit is designed for use where
cleaning needs do not require or justify
heavy-duty and more expensive commerical
cleaning equipment.

Trade-named the “Lightning” vacuum
cleaner, the machine measures 24j4 inches
in height and 18 inches In width. Con-
structed of all-aluminum, it weighs only
21 pounds and is equipped with 3-inch
ball-bearing casters.

Complete attachments for dry vacuum-

MOTION PICTURE HERALD, JULY 2. 1955

THE THEATRE SUPPLY

MART

Index to Products Advertised
&. Described in this Issue, vrith

• Dealer Directory

• Convenient inquiry prstcard

Final ore numbered for easy identificatien in nsino postcard. Dealer Indications refer to listing on foliewing page.

ADVERTISERS

NOTE: See small type under advertiser's
name for proper r^erence number where
mere than one kind of preduct is advertised.

Reference Adv.

Number Pege

1 — Adler Silhouefte Letter Co 39

Chansesbts letter signs; Front-lighted panels for
drive-int (lA), baek-llghted panels (IB), and
ehangeable letters (1C). All dealers.

2 — American Seating Co 10

Auditorium chairs. NTS.

3 — Ashcraft Mfg. Co., C. S.. 2nd Cover

Prolection are lamps. Unalllllated dealers.

4 — Ballantyne Co., The 7

In-car speakers. Unatllliated dealers.

5 — Bausch & Lomb Optical Co 6

Projection lenses. Direct and branches and deaiers
in all major cities.

6— Bodde Screen Co 26

Projection screens. Direct.

7 — Carbons, Inc 21

Projection carbons. Franchise dealers.

8 — Eprad 20

In-car speakers. Unatllliated dealers.

9 — F & Y Building Service, The 38

Architectural design and building service.

10 — Goldberg Bros 28

Rewinders. All dealers.

I I — Heyer-Shulti, Inc 38

Metal projection arc reflectors. All dealers.

12 — Heywood-Waltefield Co 4-5

Auditorium chairs. Branches and unaffiliated dealers.

13 — Ideal Seating Co 32

Auditorium chairs. Unafllliated dealers.

14— International Projector Corp 23

In-car speakers. NTS.

15 — Koiled-Kords, Inc 37

Self-colling cords for in-car speakers. All dealers
and Graybar Electric Co.

16 — Karagheuslan, Inc., A. & 3

Wool carpeting. Direct.

17 — Kollmorgen Optical Corp 22

Projection lenses. NTS and all dealers.

18 — LaVeiii Machine Works 26

Projector parts. All dealers.

R«f«r«ne« Adv.

Number Page

19 — Marsh Wall Products, I nc 8

Decorative wall paneling. Direct.

20 — National Carbon Co., Inc 27

Projection carbons. All dealers.

21 — National Theatre Supply 29, 31

Distributors.

22 — Projection Optics Co., Inc 24

Projection lenses. Distributor: Raytone Screen Corp.

23 — Raytone Screen Corp 8, 28, 33

Projection screens. Direct.

24 — RCA Service Co 33

Projeetion pnd sound equipment maintenance service.

25 — S. O. S. Cinema Supply Corp 28

Projection lenses. Direct.

26 — Schlanger, Ben 39

Architectural service.

27 — Spencer-Turbine Co 31

Vacuum cleaners. Unafllliated dealers.

28 — Star Cinema Supply Corp 39

Distributors.

29 — Strong Electric Corp 25

Rectifiers. Unafllliated dealers.

30 — Theatre Seat Service Co 31

Theatre chair rehabilitation service. Direct.

3 I — Vallen, Inc 32

Curtain controls and tracks. Direct.

Reference Adv.

Number Pege

32 — Wagner Sign Service, Inc 9

Changeable letter signs: Front-lighted panels for
drive-ins (32A), back-lighted panels (32B). and
changeable letters (32C). Unafllliated dealers.

33 — Weniel Projector Co 22

Lens light shield. Unafflllated dealers.

34 — Westrex Corp 33

Foreign distributors.

35 — William* Screen Co 31

Projeetion screens. Direct.

EDITORIALLY . . .

I6MM ANAMORFHIC LENS, page 34.

A 16mm anamorphic lens designed with same
features as the 35mm "Vidoscope" lens by Walter
Putter. Equipped with screw mountings and
attaches without brackets. Postcard reference num-
ber 36E.

PLASTIC RAIN VISOR, page 34.

Automobile rain visor of vinyl plastic to boost
drive-ln attendance In rainy weather. Made with
adjustable features to adapt to any size car by
SIghtmaster Corporation. Postcard reference num-
ber 37E.

MEDIUM VACUUM CLEANER, page 34.

Vacuum cleaner for medium capacity commer-
cial use. Both wet and dry pick-up. Manufactured
by Kent Company. Postcard reference number 38E.

PROJECTION SCREEN, page 37.

New screen made of glass cloth vinyl-coated on
both sides. Marketed by H. R. Mitchell & Com-
pany. Postcard reference number 39E.

For further information concerning products referred to
on this page, write corresponding numbers and your name
and address, in spaces provided on the postcard attached
below, and mail. Card requires no addressing or postage.

TO BETTER THEATRES Service Department:

Please have literature, prices, etc., sent to me according to the following
reference numbers in July 1955 issue —

NAME.

THEATRE or CIRCUIT .
STREET ADDRESS

STATE

Theatre Supply Dealers

Dealers in the United States listed alphabetically by states, numbered or other-
wise marked for cross-reference from index of Advertisers on preceding page

ALABAMA

1— auMB Fwtira StrriM, laitM HmtIi An., BlmlBtlMa.

ARIZONA

2— GInrd Thotn Supply. S3Z W. Vu Buru SL, PImmiIi

ARKANSAS

3 — IrltMiii Thratrp Supply, 1(00 Mala St.. Little RmL.

4 — TlMatra Supply C*., 1921 Grand Ave.. Fart Saltk.

CALIFORNIA

Fresno;

5— Mldftata Tbaatra Supply. 1906 Thoaaa.

Los Angeles:

6— Jaka P. Fllbart 2007 8. Vermont Ava.*

National Tbontra Supply. 1961 S. VanaoBt Ava.

7— Paabrax Theatra Supply. 1969 S. Vermont Ava.
i — B. F. Sbaarar, 1064 S. Varmont Ava.

Son Francisco:

Natlanal Tbaatra Supply. 265 Golden Gate Ave.

9 — Pradday Tbaatra Suppilea, 187 Golden Gate Ava.

10 — B. F. Sbaarar, 243 Golden Gate Ave.

12 — United Tkaatro Supply. 112 Golden Gate Ava.

13 — Waxtara Tbaatrlaal Equipment 337 Golden Gate Ava.*

COLORADO

Denver:

Natlanal Tbaatra Supply, 2111 Champa St.

14 — Sarvloa Theatre Supply. 2064 Broadway.

16— Weetom Service A Supply, 2120 Broadway.*

CONNECTICUT
New Haven:

National Tbaatra Supply, 2312-14 Cau Ava.

DISTRICT OF COLUMBIA (Washington)

16 — Briant & Soni, 925 New Jeriey Ave., N.W.

17 — Ban Luet 1001 New Jerxey Ave., N.W.

18 — R A 8 Theatra Supply. 920 New Jaraey Ave., N.W.

FLORIDA

19— Joe Horniteln, 329 W. Flagler St., Miami.

TO— Southaactern Equipment 625 W. Bay St. Jacluonvilla.*

21— United Theatre Supply, 110 Franklin St. Tampa.

22— United Theatre Supply, 329 W. Flagler St, Miami.*

GEORGIA

Albany:

23— Dixie Theatra Service A Supply, 1014 N. Slappay Or.

Atlanta:

24 — Capital City Supply. 161 Walton St., N.W.

National Theatre Supply, 187 Walton St. N.W.

25— Southeaetem Theatra Equipment 201-3 Luekle St, N.W.*

26 — WII-Kla Theatre Supply, 301 North Ava.. N.E.

ILLINOIS:

Chicago:

27— Abbott Theatra Supply, 1311 8. Wabaxh Ava.*

28 — Gardner Theatra Service. 1235 S. Wabaeh Ava.

29— Movie Supply. 1318 S. Wabaeh Ave.

National Theatro Supply, 1325 8. Wabaeh Ava.

INDIANA

Evansville:

30— Evantvllla Theatre Supply, 2900 E. Chandler Ava.

Indianapolis:

31— eer-Bar, Inc., 442 N. Illlnoic St.

Natloaal Theatre Supply, 436 N. Illlnela St

IOWA

Des Moines:

32 — Dee Molaee Theatre Supply. 1121 High St
National Tbaatra Supply, 1102 High St.

KANSAS

Wichita:

33 — Sauthwait Theatre Equipment. P. 0. Box 2138.

KENTUCKY

Lottlsville:

34 — Fallt City Theatre Equipment 427 8. Third St

35— Haddaa Tbaatra Supply. 209 8. 3rd St

LOUISIANA
New Orleans:

36— Hodges Theatre Supply. 1309 Cleveland Ava.

37 — Johnson Theatra Service. 223 S. Liberty St.

38 — Southeastern Theatra Equipment 314 S. Liberty St.*

Shreveport:

39 — Alon Boyd Theatre Equipment P. 0. Box 362.

MARYLAND:

Baltimore:

40— J. F. Dusman Co.. 12 East 25th St.

National Theatra Supply. 417 St Paul Place.

MASSACHUSETTS

Boston:

41 — Capitol Theatre Supply, 28 Piedmont St.*

42 — Indopandent Theatro Suppiy, 28 Winchestor St.

43 — Major Theatre Equipment 44 Winchestor St.

44 — Massachusetts Theatra Equipment, 20 Piedmont St.
National Theatra Supply, 37 Winchester St.

45— Standard Theatre Supply, 78 Broadway.

46— Theatre Service A Supply, SO Piedmont St.

MICHIGAN

Detroit:

47 — Amusement Supply, 208 W. Montcalm St.

48 — Ernie Forbes Theatre Supply, 214 W. Montcalm St.

49— McArthur Thoatre Equipment, 454 W. Columbia St.
Natioiml Theatre Supply, 23-12-14 Cats Ava.

Grand Rapids:

50— Ringold Theatre Equlpmaat, 106 Michigan St.. N.W.

MINNESOTA

Minneapolis:

51 — Elliott Theatre Equipment 1110 Nicollet Ave.

52 — Frosch Theatre Supply, Mil Currie Ave.*

53 — Minneapolis Theatro Supply, 75 Glenwood Ave.
National Theatre Supply, 56 Glenwood Avo.

54 — Western Theatro Equipment, 45 Glenwood Avo.

MISSOURI
Kansas City:

55 — Missouri Theatre Supply, 115 W. ISth St*

National Theatro Supply, 223 W. I8h St

56 — Shrevo Theatre Supply, 217 W. ISth St.

57 — Stebbins Theatre Equipment, 1804 Wyandotte St.

St. Louis:

58 — McCarty Theatre Supply. 3330 Olive St.

National Theatre Supply, 3212 Olivo St

59 — St Louis Theatro Supply Co., 3310 Olivo St.*

MONTANA

60 — Montana Theatre Supply, Missoula.

NEBRASKA

Omaha

National Theatre Supply, 1610 Davenport St.

61 — Quality Theatre Supply. 1515 Davenport St.

62 — Western Theatre Supply, 214 N. 15th St.*

NEW MEXICO

63 — Eastern New Mexico Theatre Supply, Box 1009, Clovis.

NEW YORK
Albany:

64 — Albany Theatre Supply, 443 N. Pearl,

National Theatre Supply, 962 Broadway.

Auburn:

65— Auburn Theatre Equipment 5 Court St.

Buffalo:

66 — Eastern Theatre Supply. 496 Pearl St*

National Theatre Supply, 498 Pearl St.

67 — Perkins Theatro Supply. 505 Pearl St.

68 — United Projector A Film, 228 Franklin St.

FIRST CLASS

(See. 34.9, P.L&R.)
PERMIT NO. 8894
NEW YORK, N.Y.

Postage will be paid by —

QUIGLEY PUBLISHING COMPANY
ROCKEFELLER CENTER
1270 SIXTH AVENUE
NEW YORK 20, N. Y.

BUSINESS REPLY CARD

No Postage Stamp Necessary if Mailed in the United States

New York City:

69 — Amusement Supply. Ml W. 44tb St

70— Capitol Motion Picture Supply. 630 Ninth Ava.*

71 — Crown Motion Pleturo Supplioe. 354 W. 44th St

72 — Joo Hornstoln, 6M Ninth Avo,

National Thaatre Supply. 356 W. 44th St

73— Norpat Sales. Inc., 113 W. 42nd St

74 — S.O.S. Cinema Supply, 602 W. 52nd St

75 — Star Cinema Supply, 447 W. S2nd St

Syracuse:

76 — Central N. Y. Theatre Supply, 210 N. Sallna St

NORTH CAROLINA
Charlotte:

77— Bryant Theatre Supply. 227 S. Church St

78 — Charlotte Theatro Supply, 227 S. Church St

79 — Dixie Theatre Supply, 213 W. 3rd St
National Thoatre Supply, 304 S. Church St

80 — Southeastern Theatro Equipment 209 S. Poplm St.*

81 — Standard Theatre Supply. 219 S. Cburth St.

82 — Thoatre Equipment Co., 220 8. Poplir St.

83 — WII-KIn Theatre Supply, 229 8. Chmh St

Greensboro:

84 — Standard Theatre Supply, 215 E. Waahlniton St.

85 — Theatre Suppliora, 304 S. Davie St

OHIO

Akron:

S6— Akron Theatre Supply. 120 E. Market 84.

Cincinnati:

87 — Mid-Weot Thoatre Supply, 1638 Central Parkwagr*
National Theatro Supply, 1657 Central Parkway.

Cleveland:

National Theatre Supply, 2128 Payne Ave.

88 — Ohio Theatre Equipment, 2108 Payne Ave.

89 — Oliver Theatra Suppiy, E. 23rd and Payne Avo.*

Columbus:

90— Amorioao Thoatre Equipment 165 N. High St
Dayton:

91— Dayton Theatre Supply, Ml Volkenand St

92 — Sheldon Theatre Supply. 627 Salem Avo.

Toledo:

93 — American Thoatre Supply Co., 439 Dorr 8t

94 — Thoatre Equipment Co., 1206 Cherry St

OKLAHOMA
Oklahoma City:

95— Century Theatre Supply Co.. 20 N. Loo St.

96 — Howell Thoatre Supplioe, 12 S. Walker Ave.

National Thoatre Supply, 700 W. Grand Avo.

97 — Oklahoma Thoatre Supply, ^ W, Grand Avo.*

OREGON

Portland:

98 — Modern Theatre Supply. 1935 N.W. Kearnay 8t.*

99— Portland Motion Picture Supply. 916 N.W. 19th St.

100— B. F. Shearer. 1947 N.W. Kearney 8L

101— Intor-SUto Theatro Equipment 1929 N.W. Kearney St

PENNSYLVANIA

Philadelphia:

102 — Blumberg Broo., 1305-07 Vine St.*

National Theatre Supply Co.. 1225 Vino St.

103 — Superior Theatro Equipment 1315 Vino St
Pittsburgh:

104 — Alexander Theatre Supply, 94 Van Bramm St.*

105— Atlas Thaatre Supply, 402 Mlltanborgor St
National Theatra Supply, 1721 Blvd. of Allies.

Wilkes Bar re:

106 — Vincent M. Tate. 1620 Wyoming Ave.. Ferty-Fert

RHODE ISLAND:

107 — Rhode leland Supply, 357 Westmlneter 8t, Prwidonce.

SOUTH DAKOTA

108— American Theatre Supply, 316 8. Main 8t, Sioux Falle.

TENNESSEE

Mempkis:

109 — Monxrch Theatro Supply, 402 S. Second St*

National Theatre Supply. 412 S. Second St,

MO — Trl-State Theatre Supply. 320 S. Soeond St

TEXAS

Supply, 714 South Himptoa Rd.

M2 — Herber Broe., 406 8. Hm-weod St

M3 — Modern Theatra Equipment 1916 Jaekun 8t

National Theatre Supply, 306 S. Hanroed St.

114 — Southwestern Theatro Equipment 2016 Jaekion St*

115— Sterling Salea A Servlco, 2019 Jackson St

Houston:

M6 — Southwestern Theatre Equipment, 1622 Auotin St*

San Antonio:

117— Alamo Thaatre Supply, 1308 Alamotoo St

UTAH

Salt Lake City:

Theatre Supply, 264 8. Cast First 8t
Tjieatro Supply. 256 8. East FIret 81.

120 — Wottern Sound A Equlpmant, 8. East FIrat 8t*

VIRGINIA

121— Norfolk Theatre Supply, 2706 Colley Avo., Norfolk.

WASHINGTON

Seattle:

Avo.. at Boll 8t
Equipment Co., 2224 Second Ava.
l»^M^orn Thoatre Supply. 2400 Third Ava.*

National Theatre Supply, 2319 Soeond St.

125 — B. F. Shearer, 2316 Second Avo.

WEST VIRGINIA

126 — Charleston Theatre Supply, 608 Lea Bt. Ckarlootoa.

WISCONSIN

Milwaukee:

Clybonra 8t.*

NatlonM Theatre Supply. 1027 N. CIthtk «

129— Rav Smith Tip w —

ing are included with the cleaner, which
has a capacity of 7 gallons for wet pick-up.
Also furnished as standard equipment are
a water shut-off to prevent motor flooding
and a double-acting floor squeegee. Power
for the unit is supplied by a Lamb electrical
Universal ac-dc motor with sirrocco-type
fans.

National Single-Phase
Selenium Rectifier

A SINGLE-PHASE Selenium
plate rectifier, designed especially for drive-
in theatres “which must use powerful lamps
to project to large
screens but which
do not have three-
phase current read-
ily available,” has
been announced by
National Theatre
Supply. It is de-
signed for efficient
burning of 10mm.
and 11mm. regular
carbons and 10mm.
“Hitex” carbons.

Among the features of the new rectifier
are a remote control relay, a large fan
ventilator, moisture-proof selenium units,
and an air flow protective device. In ad-
dition taps provide adjustment to compen-
sate for supply voltage variations through
a range of 10% above or 10% below the
rated a.c. input voltage throughout the out-
put rating range.

National Theatre Supply carries a com-
plete line of selenium plate and tube type
rectifiers for use with all carbon trims.

New Projection Screen
Made of Glass Cloth

A NEW PROJECTION screen
constructed of glass cloth vinyl-coated on
both sides has been placed on the market
by H. R. Mitchell Sc Company, Hartselle,
Ala., manufacturers of draperies, contour
curtains, screen curtains, tracks, motor con-
trols and the “Bowline” screen frame.

Trade-named the “Mitchel-Lite Screen,”
it is said to be both flame-proof and wash-
able with soap and water. The manufac-
turer states that it has seams every 52 inches
only, “which, when properly installed, will
rar»ly be noticed by the viewers.”

Fixed Anamorphic Lens
For Small Theatres

A CYLINDRICAL anamorphic
lens designed for use with objective lenses
with a 2-25/32-inch barrel or smaller has
been announced by the Projection Optics
Company, Inc., Rochester, N. Y. The com-
pany states that the lens was “especially
developed for the small neighborhood thea-
tre.”

Trade-named the “Hilux 264,” the new

mode! is said tO' have the same optical fea-
tures of the company’s “Hilux-Val” ana-
morphic lens except that it is fixed and
can be used with the smaller-sized prime
lenses only. The mounting portion has
been designed to fit into any standard
2-25/32-inch projector mount, it is stated,
and will clear all accessories on the face
of some projectors. Threading directly on
the prime lens, it does not not require sup-
port brackets or extension tubes, according
to the manufacturer.

The company reports that more than
6,000 theatres are now equipped with
its projection lenses, which include the
“Hilux” //1. 8 and the “Super Hilux”
series in addition to the “Hilux-Val.”

Air Conditioners with
Two Cooling Systems

NEW SELF-CONTAINED air

conditioners, of 10- and 15-ton capacity,
equipped with two cooling systems each so
that they are automatically adjusted to con-
form with varying heat temperatures, have
been added to the “iVIaster-matic” air con-
ditioning line of the Frigidaire division of
General Motors, Dayton, Ohio. The com-

pany also manufactures 2, 3, 5, and Jyz
ton models for a variety of commercial ap-
plications.

With the new “twin cooling” feature
that each of the new models has, one sys-
tem can be operated during warm weather,
but both systems will operate automatically
during periods of extreme heat and humid-
ity, it is pointed out. This feature is de-
signed to eliminate both under-cooling and
over-cooling, it is stated, in order to reduce
operating costs.

The blower section, located at the top
of the cabinet, can be adjusted so that the
conditioned air may be discharged to the
front, back, or top. This is designed to

fCn/M WILL
HELP SAVE THEM!

Retractile cords eliminate those
accidental speaker losses in drive-ins
caused by cars hooking into looping,
drooping straight cords. KOILED
KORDS are compact, retractile
speaker cords that extend to si^c
times their coiled length, then retract
against the speaker standard to their
neat spring-like shape that no car
can hook.

KOILED KORDS add to the well-
equipped feeling that all good drive-
ins strive for. They are so neat, so
compact. KOILED KORDS are long
lasting and the tough neoprene
jacket withstands sunshine or storm,
high or low temperatures without
failing.

Whenever you buy new speakers be
sure to specify KOILED KORDS, but
start now by replacing your straight
cords as required with KOILED
KORDS. See your theater equipment
dealer.

INCORPORATED

BOX K, Hamden, Connecticut

*Trade Mark of Kolled Kords, Inc.

BETTER THEATRES SECTION

help simplify installation and tyinjr into
existing duct work. If remote installation
is desired, the compressor section can be
separated from the cooling section.

Refrigeration is furnished by two Frigid-
aire XD Meter-Miser compressors. These
units are the sealed reciprocating type with
direct drive design and are oiled for life.
Overall dimensions of both models, includ-
ing the accessory hood, are as follows;
93^ inches high, 67 inches wide and 29j4
inches deep. For year-round service, steam
heating coils are also available.

New Playground Equipment
Added to Miracle Line

V.XRIOUS TYPES of iiew
children’s plavground equipment have been
added recently to the products manufac-
tured by the Miracle Equipment Company,
Grinnell, Iowa, so that they now have a

Skyway Climber

complete line of such devices for drive-in
theatres. The equipment is pictured and

described in a new catalogue issued by the
companv called “Your Guide to Acres of
Fun.’’

Among the newer general equipment is
the “Miracle Skyway Climber,” which can
be used both as a climber and also as a
hand-over-hand ladder. It is all electrically
welded construction with a stainless steel
rod and is fabricated in four ladders, 10
feet long and bent on a 5-foot radius,
which telescope and lock together. Requir-
ing ground space 15 by 15 feet, the unit
is built to be anchored in four footings with
a 6-foot clearance.

New among the motor driven rides is a
ferris wheel, called the “Star Gazer.”
It is simply constructed with telescoping
pipe design for fast erection or disassembly

within one hour’s time. The motor of the
unit is equipped with a Dodge reduction
gear sealed in oil, which is designed to pre-
vent the ride from moving backwards.
There is also a safety brake and safety-lock
seats.

The ferris wheel is 16 feet high with
26-inch wide all metal seats accommodating
two children each. The driving mechanism
is located in the hub of the wheel, 8 feet
from the ground and seats. The frame is
painted black and white in a candy stripe
design to contrast with the bright pink
seats.

In its auxiliary playground equipment
line. Miracle has introduced horizontal
ladders in both junior and senior models.
The top ladder and side rails are positioned
flush on top of the side ladders as shown
in the photo; four inner pipes join the parts
together and flush set screws lock the unit
securely. They are sturdily built with
2;l4-inch standard hot-dipped galvanized
pipe with l-inch rungs which are elec-
trically welded in position. The ladder is
also available in baked enamel solid colors
if desired.

The Miracle line also includes the “Life-
time Whirl,” swing sets with a choice of

Horiiontal Ladder

five types of seats, hobby horses, slides, see-
saws, the “Pony Ride” merry-go-round,
the “Miracle Chair Ride,” bicycle racks
and picnic table and bench sets. In addi-
tion the company offers cut-out fairyland
characters which can be used to decorate
picket fences or placed at playground en-
trances. The characters are fabricated of
18-gauge cold-rolled sheets and weigh ap-
proximately 12 pounds each. They are
screen-processed and finished in baked
enamel in a wide variety of colors.

KENT 19-INCH FLOOR MACHINE

The addition of a new 19-inch floor
machine to its line of equipment has been
announced by the Kent Company, Rome,
N. Y., which also manufactures industrial
vacuum cleaners. Designed for larger floor
area and for extra heavy duty, the “K-19,’
as the new unit is called, features an off-
set motor design to minimize torque and
counterbalance the weight of the handle.
It also incorporates the Kent “floating

HThe F & Y Building Service is the outstanding
agency in Theatre Design and Construction in
Ohio and surrounding territory.

THE F & Y BUILDING SERVICE

319 East Town Street Columbus 15, Ohio

"The Buildings We Build Build Our Business”

MOTION PICTURE HERALD. JULY 2. 1955

power” principle, which is a cushioning
gear arrangement designed to withstand
shock and to allow power to flow smoothly
from the motor to the brush. Adaptable to
both wet or dry scrubbing, the machine
has a Y\ h.p. motor fully enclosed.

Raytone to Market
Plastic Screen Coating

THE RAYTONE Screen Cor-
poration, Brooklyn, N. Y., has joined forces
with Protective Coatings, Inc., Tampa,
Fla., in marketing “cinemaplastic,” the
drive-in screen coating made of liquid
plastic, according to an announcement by
Alfred C. Bergman, president of Protective
Coatings, and Leonard Satz of Raytone.
Under arrangements made by the two com-
panies, Raytone will now offer the product
as a regular part of its service to outdoor
theatres.

Made of vinyl plastic form, “Cinema-
plastic” is designed for spraying on any
type of surface. It dries to a “tough, flex-
ible skin” which is said to adhere to the
surface and then expand and contract
with it.

Mr. Satz stated that Raytone devoted
months of research and investigation to this
screen surfacing and found that it “with-
stands the most rigid weather tests, will
not yellow, is water-proof, has no fall-off
and is easy to apply.” Nearly 100 drive-ins
in the U. S. have used the coating on
their towers with excellent results, he said,
and several that are more than two years
old still do not require repair or repainting.

He added that Raytone will back the
product with the entire facilities of its own
sales and advertising departments, vigorous
promotions being planned in both the U. S.
and Canada.

Series of Booklets
On Sanitary Methods

THE NATIONAL Sanitary
Supply Association, Chicago, has announced
expansion of activities, with development
of further educational aids for those
charged with the sanitary maintenance of
industrial and commercial properties.

With the cooperation of association mem-
bers, expert methods are developed and is-
sued in training films, illustrated booklets
and bulletins. These are then made avail-
able through member firms, usually local
janitorial supply houses.

Booklets now available include: “Plan-
ning an Efficient Floor Maintenance Pro-
gram,” “Maintenance Planning Work-
book,” “Care and Maintenance of Floors,”
“Washing Windows and Sweeping Floors,”
and “Digest of Modern Sanitation Meth-
ods.”

In addition there are bulletins on asphalt
tile, wood floors, sanding [irocedures for

wood floors, washroom sanitation, and
sweeping stairways.

•

RCA EQUIPMENT FOR “BIG SKY”

The new 2000-car “Big Sky” drive-in,
recently completed at Chula Vista, Calif.,
near San Diego, has been equipped through-
out with RCA sound and projection sys-
tems, according to an announcement by
A. J. Platt, manager. Theatre Equipment
Sales, Engineering Products Division, RCA.
The equipment includes a dual-channel
sound system (PG-353-X); a magnetic
soundhead and preamplifier system
(PG-392) to project four-track magnetic
sound films through the regular amplifier
system by converting the four-track sound
into single-channel magnetic sound ; in-car
speakers; aluminum die-cast “Circlite”
junction boxes with plactic light diffusers;
and “Dyn-Arc” 18-inch reflector lamps.
The “Big Sky” is equipped for all projec-
tion systems, with a screen measuring 120
feet in width. The RCA theatre equipment
was sold and installed by J. P. Eilbert,
Inc., RCA theatre supply dealer in Los
Angeles.

•

JACK FROST CANADIAN OFFICE

Jack A. Erost, supplier of lighting
equipment for motion picture production,
television shows, and special theatre and
convention displays, has announced the
opening of a new Canadian office in To-
ronto, Ontario, at 425 Burnamthorpe Rd.
Jim Fuller has been appointed manager of
the branch.

RADIANT EXHIBITS IN PARIS

In prominent view at the International Photo and
Cinema Exhibition held in Paris in May was this
exhibit of the Radiant Manufacturing Corporation,
Chicago, which featured its line of "Superama”
theatre screens and new models of screens for
amateur use. In addition the company introduced
to the European market the ''Ultra-Panatar" ana-
morphic lens manufactured by Panavision, Inc. The
trade show was attended by exhibitors from over
35 countries.

SPECIAL PURCHASE!

aiiM

★STAR CINEMA SUPPLYCO.

447 West 52nd Street, New York 19, N.Y.

REAR SHUTTER
DOUBLE BEARINGS
Another shipment of Simplex rear shutter
double bearings has arrived from large
circuit. High numbers, latest features. Good
condition, for regular or standby use. A
steal at only $99.75 each.

Bm SCHLAIVGER

35 WEST 53rd STREET
NEW YORK 19, N. Y., U.S.A.

Theatre Design and Motion Picture
Exhibition Engineering Service

PLANNING

# ACOUSTICS #
LIGHTING

SEATING and SIGHT LINES
PICTURE PRESENTATION
PICTURE PROJECTION

\n architectural consultation service based on wide
experience in the United States and countriee
itirou^hout the world, enabling the use of your loeel
architect and builder.

Inquiries ore invited

ADLER

ANNOUNCES

Inetv sizes

4" . 6” - S” - 24”

■THIRD DIMENSION"
PLASTIC LETTERS

Write for Free Catalog of
Adler Letters & Adler Frames

Adler Silhouette Letter Co.

11843 b W. Olympic, Los Angeles 64, Calif.

30 West Washington, Chicago, 111.

YOUR QUESTIONS ARE INVITED. If you have a
problem of design or maintenance, the editors of
BETTER THEATRES will be glad to offer sugges-
tions. Please be as specific as possible so that
questions may be answered most helpfully. Address
your letter to BETTER THEATRES SERVICE DE-
PARTMENT, Rockefeller Center, New York.

BETTER THEATRES SECTION

RCA Sets Patron Ads
To Publicize "Push-Backs"'

PLANS FOR A promotional
program to help exhibitors exploit the ad-
vantages of auditorium “push-back” chairs
among their patrons have been announced
by John P. Tatdor, manager, Advertising
and Sales Promotion, Engineering Products
Division, RCA. The chair is manufactured
by the Griggs Equipment Company and dis-
tributed by RCA theatre supply dealers.

The program will give exhibitors con-
tracting for new installation of “push-
backs” a variety of advertising and pro-
motional aids for use at the neighborhood
level, Mr. Taylor said. The ads will an-
nounce the new installation and describe the
advantages with an emphasis on “elimina-
tion of the confusion and annoyance caused
by patrons passing through seating lanes
provided by the push-back, which, with
slight backward pressure by the occupant,
slides back to provide adequate passing
room.”

•

“PUSH-BACKS” IN WEST VIRGINIA

Griggs’ “push-back” auditorium chairs
have been installed in the Palace theatre
in Huntington, West Va., according to an
announcement by A. J. Platt, manager.
Theatre Equipment Sales, Engineering
Products Division, RCA, distributor of the
seats. The sale was made to the theatre
through the Midwest Theatre Supply Com-
pany, Cincinnati, RCA theatre supply
dealer. The installation was carried out
by technicians of the Griggs Equipment
Company, which manufactures the “push-
back” models.

Adapting Theatres
To the Big Picture

{Continued from page 20)

use of a film wider than 35mm in-
volves such installations of special theatre
equipment that it is reasonable to think of
them, at least at the outset, as techniques
restricted to certain extraordinary produc-
tions intended for “roadshow” exhibition
at relatively high admission prices, prob-
ably w'ith reserved seat policy. Their suc-
cessful application, however, no matter
what the policy under which they are ex-
ploited, is bound to exert influence on the
art, and wider film, at any rate a much
wider film photograph, is likely to figure,
in some way, at some time, in motion pic-
ture technique generally.

One hears opinion that there could be
two basic techniques, each having its own
sphere of public interest. One would repre-
sent the fullest possible development of the
“big picture” format, with a relatively large

film photograph produced by wide-angle
cinematography contemplating an audience
assembly best adapted to it through a policy
of “individualized” exhibition, with a
deeply curved screen. The other would con-
tinue “wide-screen” technique essentially as
it has developed with 35mm film cinema-
tography and projection used more or less
conventionally.

The future will have to decide how far
and how long the industry could go in
those directions. It is difficult not to be-
lieve, however, that the better story ma-
terial will always tend to find expression
through the better medium.

In any case, for all theatres, the “big
picture” format is here, with the prospect
of a consistent increase in the amount of
production employing the more competent
devices of “wide-screen” technique as they
develop ; and wide-film, or some other
means of achieving a much larger film
photograph, has a natural claim to place
among those devices.

EFFECT ON SEATING PATTERN

Projection systems for producing the
larger, wider picture definitely affect the
seating pattern of a theatre. Existing seat-
ing patterns commonly vary from long and
narrow to a shorter rectangle in shape, with
some theatres having a seating plan actually
square, or almost so. The long, narrow
shape was useful and acceptable, and the
medium rectangle was excellent until 1953,
up to which time screen width averaged
one-third the width of the seating area.

With former screen widths doubled, the
desirable seating positions moved to the
rear half of the pattern {see Figure 1).
Those theatres that happened to be given
seating patterns that flared out toward the
rear, now have valuable viewing positions
to make up for the loss of seats in the front
rows due to over-magnification of 35mm
film.

A substantial increase in film photograph
width reverses the distance from the screen
of the valuable seating locations, the front
portion of the pattern becoming the more
valuable area, the rear portion less favor-
able to the desired effect of the picture
(though at least as effective as it would be
for 35mm projection). A wide-film system
advises avoidance of remote viewing posi-
tions.

The optimum shape for wide-film seating
is close to a square, with the long, narrow
shape being the least desirable. Figure 1
compares desirable seating positions for
wide-film and for 35mm film projection.
The effect on the seating pattern of in-
creasing picture size without increasing film
width is also indicated by comparing these
diagrams.

How long present requirements of “tech-
nological transition” are to complicate so
many of our considerations of theatre de-
sign and remodeling cannot be measured

now. The questions of standardization are
many and they are influenced by many in-
terests, technical, economic and proprietary.
But doesn’t Avide-film itself offer a method
of dealing with this situation? Might tve
not have an “all-purpose” film?

AN “ALL-PURPOSE” FILM

Say, for purposes of discussion, that 70mm
film were adopted. Pictures could then he
photographed at an aspect ratio of 2-to-l,,

o a

CAMERA

FIGURE 2 — Illustrating how 70mm film may
be used with vertclal, instead of horizontal
anamorphosis, to produce an "all-purpose"
film for either wide-film or 35mm projection
(and making the film readily adapted also
to subsequent use for television). See text.

SCREEINI

with it squeezed anamorphotically in the
vertical direction, instead of horizontally as
anamorphic processes now do, with this
anamorphosis calculated for a projected
picture in a ratio of about 1.5-to-l. (This,
incidentally, would be adaptable as well for
subsequent use on television without seri-
ous cropping losses.)

Theatres could use as much of this avail-
able picture height as conditions indicated,
within limits allowing an aspect ratio of
around 1.8-to-l (in production, composition
could be arranged for such an optimum).
Prints so made on 70mm films would be
for theatres able to take advantage of wide-
film projection. Eor theatres requiring, or
for some reason preferring, 35mm projec-
tion, prints could be made by optical reduc-
tion of the 70mm master.

MOTION PICTURE HERALD, JULY 2, 1955

FILM BUYERS RATING

Film buyers of ludepcudcnt circuits in the U. S. rate current
product on the basis of its performance in their theatres. This
report coi ers 100 attractions, 4,721 playdates.

Titles run alphabetically. Numerals refer to the number of en-
gagements on each attraction reported. The tabulation is cumula-
tive. Dagger (f) denotes attractions published for the first time.
Asterisk {''•) indicates attractions which are listed for the last time.

EX means Excellent; AA — Above Average; AV — Average;
BA — Below Average; PR — Poor.

A & C Meet the Keystone Kops (U-l).. .

tAida (I.F.E.)

Americano (RKO)

Annapolis Story (A. A.)

Atomic Kid, The (Rep.)

Bad Day at Black Rock (MGM)
Bamboo Prison, The (Col.) .

Battle Cry (W.B.)

Battle Taxi ( U.A.)

Bedevilled (MGM)

Big Combo (A.A.)

Blackboard Jungle (MGM)

Black Tuesday (U.A.)

Bridges at Toko-Ri (Par.)

Camille (Reissue) (MGM)

Captain Lightfoot (U-l)

Carmen Jones (20th-Fox)

Carolina Cannonball (Rep.) .
Cattle Queen of Montana (RKO)
Cell 2455, Death Row (Col.)
Chief Crazy Horse (U-l)

Conquest of Space (Par.) .

Country Girl (Par.)

Crest of the Wave (MGM) . .
Cult of the Cobra (U-l)

Daddy Long Legs (20th-Fox)

Davy Crockett (Reissue) (Realart).

Deep In My Heart (MGM)

Destry (U-l)

Detective, The (Col.)

Drum Beat (W.B.)

East of Eden (W.B.)

End of the Affair (Col.)
Escape To Burma (RKO)
Eternal Sea, The (Rep.)

Far Country (U-l)

Gang Busters (Visual)

Glass Slipper, The (MGM)
Green Fire (MGM)

Hell's Outpost (Rep.)
Hit the Deck (MGM)

Julius Caesar (MGM) . . .
Jupiter's Darling (MGM)

Kiss Me Deadly (U.A.)

AA AV BA PR

4
42

5
3

1 I

2
12

3
33

4
18

22
10
I I
1 I

I I
I

2
14
6
9

I I
29

I I
15

I I
8
3
3

EX AA AV BA PR

Last Time 1 Saw Paris, The (MGM)

Long Gray Line, The (Col.) .

Looters, The (U-l)

Ma and Pa Kettle at Waikiki (U-l)

Mambo (Par.)

Man Called Peter, A (20th-Fox)

Man From Bitter Ridge, The (Univ.)

. . 2

Man Without A Star (U-l)

Many Rivers To Cross (MGM)

. . 9

Masterson of Kansas (Col.)

New York Confidential (W.B.)

. .

1 1

Operation Manhunt (U.A.)

...

Phffft (Col.)

Prince of Players (20th-Fox)

Prodigal, The (MGM)

Purple Plain, The (U.A.)

Racers, The (20th-Fox)

(Rage at Dawn (RKO)

...

Revenge of the Creature (Univ.)

. .

Run For Cover (Par.) .

... -

1 1

Sea Chase, The (W.B.)

Shotgun (A.A.)

...

Sign of the Pagan (U-l)

Silver Chalice (W.B.)

Six Bridges To Cross (U-l)

Smoke Signal ( U-l )

...

(Soldier of Fortune (20th-Fox)

So This Is Paris ( U-l )

Son of Sinbad (RKO) .

Star Is Born, A (W.B.)

Strange Lady In Town (W.B.)

...

Strategic Air Command (Par.) .

“

”

Tarzan's Hidden Jungle (RKO)

Ten Wanted Men (Col.)

There's No Business Like Show Business (20th-Fox) 30

1 1

They Rode West (Col.)

1 1

This Island Earth (U-l)

Three for the Show (Col.)

Three Ring Circus (Par.)

1 1

Timberjack (Rep.)

...

1 1

Tonight's the Night (A.A.)

...

Trouble in the Glen (Rep.)

20,000 Leagues Under the Sea (B.V.)

(Unchained (W.B.)

Underwater (RKO)

Untamed (20th-Fox)

Vera Cruz ( U.A.)

Violent Men (Col.)

Violent Saturday (20th-Fox)

...

West of Zanzibar (U-l)

1 1

White Christmas (Par.)

White Feather (20th-Fox)

(Women's Prison (Col.)

• ■ “

Yellow Mountain (U-l)

Yellowneck (Rep.)

. . .

Young at Heart (W.B.)

1 1

m/YMmumm

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Alexis Minotis

Written by William Faulkner
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Produced and Directed by
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Presented by
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Music composed and conducted by
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DIMITRI TIOMKIN

who went to the land of the Nile
and captured it in haunting melody!

cinematic spectacie as
big as anything that's
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MOTION PICTURE HERALD

“ ‘BIG’ is the keyword for this vast
attraction! Big exploitation is indicated,
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‘‘One of the most spectacular
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In July... from 20th!

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MOTION PICTURE HERALD

MARTIN QUIGLEY, Editor-in-Chief and Publisher

Vol. 200. No. 2

MARTIN QUIGLEY, JR., Editor

July 9, 1955

Summertime Optimism

Thanks to efficient air conditioning and cooling
systems, and a diminution of television competition
— as well as to good programs in theatres — the
summer has become a period of good business for the
motion picture industry. This is in decided contrast to
conditions years ago when the distributors began their
film “seasons” around Labor Day and were reluctant to
release any hit attractions in the hottest months of the
year.

This year is particularly memorable because the usual
optimism of the motion picture industry at this time of
year has spread to the whole economic scene. In years
past heavy industry, as well as the Federal Government
(whose year ends June 30) were feeling pretty blue in
July. Now the Government and Big Business are vying
for press attention with glowing statements of prosper-
ous conditions and outlook. This 1955 is expected to
be a record peace time year for the nation as a whole.

While it is too early to predict with certainty what
kind of a year 1955 will be for the film business Nathan
D. Golden, film chief of the U. S. Department of Com-
merce, said recently that attendance in the United States
continues to improve and that the foreign market “is
holding at a high rate.” Mr. Golden foresees a total
U. S. theatre gross of $1,300,000,000 for the year, an in-
crease of $80,000,000 over 1954. He also expects foreign
remittances to be about $200,000,000.

In order to translate these encouraging estimates into
realities, it will be necessary for all branches of the in-
dustry to redouble efforts during the last half of the
year. Motion pictures will have to be merchandised as
never before at every opportunity and through every
effective medium.

Benefits of Self-Regulation

OF the many points made by Pope Pius XII in his
discourse on motion pictures, a part of which was
printed in last week’s issue of The HERALD,
Italians inside and outside the industry have taken most
to heart the plea for self-disclipine on the part of the
producers. Observers with as diverse outlooks as Eitel
Monaco, president of the Italian motion picture associa-
tion, and the film critic for L’Unitd, Roman daily Com-
munist newspaper have centered attention on this ex-
hortation.

In the United States where producers have long
recognized that they have a responsibility to make
decent entertainment much interest was created by the
Pope’s words on “the importance of the art of the

motion picture.” This section of the discourse included
a keen definition of the power and influence of pictures.
Also of lasting importance was the definition of “the
ideal film,” as an ultimate goal.

On July 1 L’Osservatore Romano, quasi-official Vati-
can daily newspaper, answered criticisms of the Papal
discourse on films made by L’Unitd, the Communist
journal. L’Unitd had asserted that it was inconsistent
to point out responsibilities of public authority with
respect to public entertainment and also simultaneously
to encourage self regulation. L’Osservatore Romano
gave a sharp answer — effective self-discipline on the
part of the producers can even forestall intervention by
the state. In other words, if an industry has a really
good self-regulation system, efficiently applied, there is
no need for censorship. That is a point the American
industry has always insisted upon. It is the reason for
the Production Code and the Production Code Adminis-
tration. Under the Code, intervention by political cen-
sorship in the United States has been less and less.
Without a code and an administration machinery such
intervention by censor boards or penal laws would be
inevitable.

Oh! To Be a Politician

The New York Times recently gave an extensive
account of the latest fad of the Washington politi-
cian— televisionitis. An employee of the Congress
of the United States — and of the taxpayers — is Robert J.
Coar who has the title of coordinator of the Joint Senate
and House Radio Facility. What would Washington do
without the word coordinator? The term Radio is also
obsolete as most of the attentions of the Congressmen
go to television. Nearly one half the members of the
Senate and a third of the members of the House use the
“Facility” monthly. According to the Times Mr. Coar
estimated that during the last political campaign his
studios ground out enough film messages from Congress
to girdle the earth. It is also noteworthy that Mr. Coar
tries to discourage his “clients” from making long
speeches for television. He recommends instead the use
of a one or two minute news clip with a commentary
by the Congressman or Senator concerned. Advice is
even given on how to “slant” the news pictures to give
the best of it to the particular Congressman or at least
to his party.

What a hue and cry would arise if the newsreels fea-
tured such “doctored news.” Some day the public will
put an end to the spending of public funds for election
purposes.

— Martin Quigley, Jr.

MOTION PICTURE HERALD

cJHettepS to tlie ^J^efciicl

July 9. 1955

An Exhibitor Answer

To THE Editor :

The Herald. June 18, 1955, published a
letter from an exhibitor who didn't have the
g:uts to allow his name to he published at
the end of his letter.

The fact that he won’t stand up and be
counted testifies to his iMr. Milquestoast
character. His attack on exhibitors gener-
ally, as being lazy, makes this writer tho-
roughly angry. He holds himself as the
paragon of perfection and looks down his
nose at the problems of his fellow exhibi-
tors. I’ll lay money he hasn't done one lick
of work on the ‘Tay T\”’ threat and if we
went back a bit to the tax fight, I’ll further
het that he didn’t turn his hand to help.

This man is a total ingrate, for he dis-
misses the plight of the small exhibitor,
failing to realize that these small exhibitors
are a most important segment of our indus-
try and that the increasing closing of these
theatres is a loss to every element of our
industry. Eventually, if enough of these
houses close, the distributors’ demands for
higher and higher film rentals from the
larger houses and circuits in an attempt to
maintain dividend rates and company profits
will sink the larger operations as they have
and are sinking the smaller ones. Eventu-
ally this unsigned sage, in spite of his al-
leged 43 years in the industry, will go down
the drink as did his small exhibitor brothers
whom he would disinherit.

Although you allege an exhibitor signed
the piece, yet refused to allow his name to be
published, his whole letter stinks with dis-
tributor propaganda. As for government
regulation in this country, it will come as
surely as it did in England, France, Bel-
gium, the Xetherlands and Scandanavian
countries if producer-distributor greed is not
curbed and unless production furnishes
enough product to the market so that the
jiercentage of his is sufficient to maintain
hoxoffice momentum. No one can deny, in-
cluding Mr. Anonymous, that attendance
continues to decline in sjiite of the many
fine promotions that exhibitors are engag-
ing in presently.— T. RILU-
Bl'SCH, Syndicate Theatres, Inc., Frank-
lin, Ind.

Excessive Cruelty

To THE Editor:

In a recent issue of The Herald were let-
ters from a representative group of circuit
operators, all deploring the present trend of
pictures toward excessive cruelty, violence
and sex.

Nearly all of the trade journals are car-
rying reports of increasing difficulties with
state censors. According to a recent article,
Englaml will refuse to {lermit movies of the
type referred to above shown in their thea-

tres. Church groups are beginning to com-
ment more and more on the type of movies
that Hollywood is producing. Senator Ke-
fauver is making an investigation. Cer-
tainly, the producers should be able to see
the handwriting on the wall.

I’ve written to you previously in regard
to the over-emphasis on se.x and brutality
which is placed in advertising. One of the
large circuits is conducting a survey to de-
termine why the patronage of children has
fallen off in the theatres. The majority of
the parents of this nation are conscientiously
trying to do a good job of raising children.

jMany, many times have I noticed families
walk up to the front of the theatre, look at
the advertising, then turn around and walk
away. Youngsters love movies, hut since
juvenile delinquency is becoming more and
more of a problem, parents are even more
careful about what their chiklren see.

There are so many factors responsible for
the declining attendance at movies, and yet
when we recognize obvious symptoms, we
do nothing about it. Although we shun
government intervention, yet, government
control of the motion picture business might
he a blessing in disguise. — HAROLD IF.
STRUVE, Manager, Strnve Enterprises,
Deshler, Nebraska.

Horse-and-Buggy Ads

To THE Editor:

Here is a comment that came to our
office unsolicited from one of our patrons :

“I have a suggestion to make, and this
has to do with movie newspaper advertising.
Why do the movie makers insist on staying
in the horse-and-buggy age in this impor-
tant phase of their selling program? Movie
“ads” haven’t changed much in 20 years,
despite the fact that advertising in general
has made important advances. It has been
my observation that most movie “ads” just
aren’t factual enough to tell the reader what
he wants to know before he’s willing to
siiend money for a ticket. I believe the day
is jiast when the public can be stampeded to
the theatres through sensationalism and
‘gimmick’ advertising. But does Hollywood
realize this?”

1 thought this might he of interest to you.
— .S'. J. GREGORY , Alliance Anniseinent
Co., Chicago, III.

Rentals

To THE Editor:

As a result of the curtailment of produc-
tion the producers realize how desperately
exhibitors need jiroduct and all producers
arc guilty of demanding — and getting — 50%
rental for 30 or 40% jMCtures. It’s the only
business in the world where di.stributors try
their best to break their outlets — the ex-
hibitors.—LEE/A IL CULPEPPER, Caro-
lina Ainnscinenl Co., Elizabeth City, N. C.

Page

BOOM time In Europe, a study by
Martin Quigley, Jr, I2

OPERATION TV — or where are those
TV films coming from 13

FRIENDS of Iowa's jet ace say his
story cries for screen 14

TOLL TV briefs deadline Is extended
to September 9 1 5

NEWSREEL veteran says guts and
vision are needed now I6

AUDIENCE poll backing urged on
entire film industry I8

BOX OFFICE Champions for the
month of June 23

RANK acquires two houses, extend-
ing British circuit 23

QUALITY, not quantity Is product
lack, Cleveland showmen say 24

ALLIED STATES board of directors
set meeting for July 20 24

ILLINOIS Allied marks anniversary of
leader. Jack KIrsch 26

ALLIED ARTISTS sets program of re-
leases for year 27

NATIONAL SPOTLIGHT— Notes on
personnel across country 29

SERVICE DEPARTMENTS

Refreshment Merchandising 37

Film Buyers' Rating 3rd Cover

Hollywood Scene 27

Managers' Round Table 33

People in the News 28

The Winners Circle 26

IN PRODUCT DIGEST SECTION

Showmen's Reviews 505

Short Subjects Chart 506

The Release Chart 508

MOTION PICTURE HERALD, published every Saturday by
Quigley P-jblishing Company, Inc., Rockefeller Center,
New York City 20. Telephone Circle 7-3100; Cable address,
"Quigpubco, New York", Martin Quigley, President;
Martin Quigley, Jr., Vice-President; Theo. J. Sullivan,
Vice-President and Treasurer; Raymond Levy, Vice-Presi-
dent; Leo J. Brady, Secretary; Martin Quigley, Jr., Editor;
Jomes D. Ivers, News Editor; Charles S. Aaronson, Produc-
tion Editor; Floyd E. Stone, Photo Editor; Ray Gallagher,
Advertising Manager; Gus H.Fausel, Production Manager.
Bureaus: Hollywood, Samuel D. Berns, Manager; William
R. Weaver, editor, Yucca-Vine Building, Telephone HOHy-
wood 7-2145; Chicago, 120 So. LaSalle St., Urben Forley,
advertising representative. Telephone Financial 6-3074:
Washington, J. A. Otten, National Press Club; London,
Hope Williams Burnup, manager, Peter Burnup, editor, 4
Golden Square. Correspondents in the principal capitals
of the world. Member Audit Bureau of Circulations, Other
Quigley Publications: Better Theatres and Better Refresh-
ment Merchandising, each published thirteen times a year
os a section of Motion Picture Herald; Motion Picture
Daily, Motion Picture and Television Almanac, Fame.

MOTION PICTURE HERALD. JULY 9. 1955

On the

opizon

UPBEAT

All is upbeat. Attendance at
theatres is increasing daily,
and the film industry may expect
its foreign market to "hold at
a high rate". Authority for this
is Nathan D. Golden, head of the
Department of Commerce film sec-
tion. Mr. Golden also ventured
a prediction: theatre gross re-
ceipts this year will be $1,-
300,000,000 against last year's
§1,220,000,000. And the foreign
receipts will be §200,000,000.
Mr. Golden expects 400 new
drive-in theatres.

MG BUSINESS

That the making of television
films is big business was empha-
sized this week in a report which
appeared on page one of the "New
York Times". Jack Gould, TV
editor, reported that within
the next year the three larg-
est television networks expect
to distribute a minimum total
of 2,768 hours of Hollywood-
made entertainment for the home
screens, in addition to 300
hours of TV film fare sold di-
rectly to individual stations.
This compares, said the "Times"
man, to a maximum of 300 hours
of Hollywood-made films to be
shown on theatre screens.

UNBOWED

Dauntless despite defeat so
far by courts. New York exhib-
itors will continue battling the
five per cent amusement tax,
Harry Brandt, president of the
Independent Theatre Owners As-
sociation, of that city, prom-
ised last week. He said the line
would be, removal of the State
Enabling Act of 1947.

PROFIT

The British picture continues
also to change for the better.
Associated British Pictures
Tuesday reported for the year
ended in March a peak profit
of three million pounds. This
represents profit in three
branches, production, distribu-
tion and exhibition. The com-
pany's profits had been for the
past eight years averaging two
million pounds. The corporation
increased its common stock’divi-

dend from 20 per cent to 30.
Board chairman Sir Philip Warter
noted 380 theatres converted to
accommodate new techniques, the
money coming from revenues
rather than capital, and that
Cinemascope and other processes
"kept us alive and made us
virile" .

ON TAPE

Bing Crosby's VTR (video tape
recorder) within the year will
be ready to reproduce color
telecasts or any other pictorial
product, Frank Healey, execu-
tive director of Bing Crosby
Enterprises, told newsmen at
Hollywood headquarters Tuesday.
His guests saw a reproduction,
through the system, of a "Shower
of Stars" color telecast. Their
consensus seemed to be: color is
good, so is definition, assum-
ing improvement as a basic, and
the system would certainly offer
immediacy and portability and
therefore probably economy and
infinite adaptability. Tape
travel time has been cut.

DISTINGUISHED AUDIENCE

Washington's Number One Per-
son knocked off work Tuesday to
see a movie — "This is Cinerama"
— which has been playing the
Warner Theatre since November
5, 1953. The President's de-
cision to attend threw Stanley
Warner executives into a flurry
and brought Lowell Thomas from
New York by plane. Last week
Soviet Foreign Minister Molotov
and Indo-Chinese Premier U Nu
watched Cinerama at the New York
Warner.

MONEY FROM ^

If NBC's "spectacular" (pre-
theatre release) telecast of Sir
Alexander Korda ' s new film, "The
Constant Husband," in Septem-
ber, has a beneficial effect on
the subsequent box office re-
turns, it may mean that TV inter-
rests would be willing to help
finance theatrical motion pic-
tures in return for a one- or
two-shot (pre-theatre release)
telecast deal. For more on this
subject, see page 13.

J. A. Otten - Jay Remer -

Vincent Canby-Floyd Stone

WHEN AND WHERE

July 15: Pittsburgh Variety Club, annual
golf tournament and dinner dance, High-
land Country Club, Pittsburgh.

July 25: Annual golf tournament of the
Variety Club of Indianapolis, Broadmoor
Country Club, Indianapolis.

July 26: Annual golf tournament of the
Motion Picture Theatre Owners of Con-
necticut, Racebrook Country Club,
Orange, Conn.

August 15-20: Audience Collection Week
to benefit Will Rogers Memorial Hos-
pital and Research Laboratories.

August 26: Annual golf tournament and
dinner dance of the Variety Club of
Washington, D. C., Manor Country Club.
Norbeck, Maryland.

Sept. 9 : Deadline for the filing with the
Federal Communications Commission
of answering comments on toll television
briefs, Washington, D. C.

September 19: Annual stag outing of the
Motion Picture Association of Kansas
City, Mo., Hillcrest Country Club, Kan-
sas City.

September 30-October 2: Second annual
convention of the Women of the Motion
Picture Industry, New Orleans.

October 3-7: Seventy-eighth semi-annual

convention of the Society of Motion Pic-
ture and Television Engineers, Lake
Placid, New York.

October 6-9: Annual convention of Theatre
Owners of America, Blltmore Hotel,
Los Angeles.

October 26: Annual convention of the

Motion Picture Theatres Association of
Ontario, Toronto.

October 31: Annual convention of the

national committee of the Motion Pic-
ture Exhibitors Associations of Canada,
Toronto.

November 1-2: Annual convention of the
Motion Picture Industry Council of Can-
ada, Toronto.

November 2: Annual award dinner of the
Canadian Motion Picture Pioneers, To-
ronto.

November 4: 17th annual dinner of the

Motion Picture Pioneers, honoring Her-
man Robbins as "Pioneer of the Year,"
Waldorf Astoria Hotel, New York City.

November 17-27: Final balloting In the
first annual Audience Awards Poll spon-
sored by the Council of Motion Picture
Organizations.

MOTION PICTURE HERALD, JULY 9, 1955

EIGHTEEN MONTHS of pre-selling — $1,200,000 worth — preceded "Not
As a Stranger" into the Capitol, New York, last week. Crowds jammed
streets tor a peek at numerous celebrities. United Artists also opened
the picture in Los Angeles, and at the weekend reported record breaking
grosses.

wee

Ictured

NEW YORKERS were treated to another opening last week, as Paramount
brought its "The Seven Little Foys" to the Criterion, after a Coast pre-
miere. Bob Hope had most of his troupe on hand tor a "Hollywood-type"
picture launching.

THE VISITOR. Eric A.
Johnston, president of
the Motion Picture
Association of America,
poses on the set of
Warners' "Giant," with
producer - director
George Stevens, right,
and star Elizabeth Taylor.

by the Herald

THE GUEST. Warren
Hull, television actor, is
a principal attraction at
the monthly luncheon,
in New York last week,
of Variety Tent 35. With
him, Martin Levine and
luncheon chairman Larry
Morris. Television pro-
ducer Walt Framer was
another guest speaker.

rhotos by the Herald

THAT AUDIENCE PCLL was explained last week to those
in the New York area who are interested; and the Hotel
Astor luncheon room was crowded with industry personal-
ities. In the photograph at the top, number one proponent,
Elmer Rhoden, is talking. With him, Emanuel Frisch and
Harry Brandt, also speakers. Second photo, Herman Rob-
bins, Herbert J. Yates, Rube Shor, Walter Reade, Jr.,
Wilbur Snaper; lower photo, William Heineman, William
C. Gehring, Ben Marcus, Abe Montague, E. D. Martin.

NEW FACES for Bostonians, at a
luncheon there tendered three branch
managers by the Variety Tent. At
the right are Michael Redstone, act-
ing chief barker; Archie Silverman and
Glenn Norris; Al Levy, new 20th-Fr>»
branch manager, receiving a desk set
from E. M. Loew; Theodore Fleisher,
rear, toastmaster at the affair; Gaspar
Urban, also rear. Paramount's new
branch manager; William Kumins.
new Warner branch manager; Martin
I. Mullin and Edward Lider.

by the Herald

C. A. MUTTER now is in this country
rounding up picture commitments so he
can enter distribution in New Guinea.

An Indonesian who owned three theatres,
lately he has been living in Holland.

ALLIED ARTISTS will pro-
duce 15 features between
now and January, and re-
lease at least five before
October, Walter Mirisch,
executive producer, prom-
ised, at a press interview in
New York last week. See
page 27.

ON THE SET of Paramount's "Anything
Goes," Bernard L. Kilbride, center, an owner
of Detroit's Kilbride-Hillier Theatres, is en-
tertained by star Donald O'Connor, right,
and Charles Foy, a technical adviser.

SOME OF THE GUESTS at the sneak pre-
view of Universal's "The Private War of
Major Benson" at the Golden Gate Theatre,
San Francisco. In array are Bill Greenbaum,
Film Booking Agency; Pete Vigna, Fox West
Coast circuit; Roy Cooper, Cooper Thea-
tres; George Milner, Fox West Coast; Ted
Reisch, Universal; Chan Carpenter, Cooper
Theatres; and George Archibald, Arch
Theatres.

THESE ARE THE OFFICERS AND DIREC-
TORS of Women of the Motion Picture
Industry's new chapter. Number Ten, of
Denver. Seated, A. La Gendre, second vice-
president; Toni Medley, first vice-president;
Jean Gerbase, president; Charlotte Steuver,
treasurer; Mary Ann Hogle, recording sec-
retary; and Irene Canini, corresponding
secretary. Standing, Edith Musgrove, Flor-
ence Pell, Bess Warner, Pauline Hall, Ruth
Wolfberg, Alice Montague.

BOOM TIME FOR EUROPE

Screen Shares Western Enrope’s Prosperity

LAST MOISTH the editor of The HERALD, Martin Quigley, Jr., revisited
Ireland, England and Italy, areas of the foreign motion picture market
with which he is especially acquainted. He visited there in 1933 and 1939
and during World War II he spent several years there in motion picture
work connected with the war. Equipped thus with key contacts in the
industry in these countries, he was able to observe the changes effected
by post-war economic conditions. His observations are recorded here in
the first of a series of articles.

by MARTIN QUIGLEY, Jr.

ON a first trip since World War II to
London, Rome and Dublin one is
first struck by the almost unbeliev-
able progress in all things material. Even
comparisons with the so-called normal
years in the 1930s are unsatisfactory be-
cause present prosperity in these typical
Western European cities is so far above
anything enjoyed in the past.

it is natural and understandable that the
motion picture industry has benefited im-
portantly by the tact that more British,
Italian and Irish people have more money
to spend for all commodities, including
films, than ever before. While it is true
that the film business — especially the thea-
tres— did well during the war on account
of orevailing conditions, it was inevitable
that the boom could not last indefinitely.

On Firm Foundation

There was a certain lessening in theatre
attendance right after the war in the ma-
jor European countries. Then people used
their energies and money to take care of
pent up needs tor such things as housing,
clothes and autos. That rush-to-buy period
is now past and the film business in West-
ern Europe appears to be on a firm foun-
dation. Only a war of major proportions
or a depression of considerable magnitude
could make a change in the auspicious
outlook.

In Europe television, unlike in the United
States, is still a factor of virtually no
marked effect on the motion picture In-
dustry. Not until next Fall will there be In
Britain a commercial television service In
competition with the Government-spon-
sored British Broadcasting Corporation. In
Italy, television, like radio. Is exclusively in
the hands of the Government. Only some
50,000 Italians own television receivers.
Typical of the smaller European countries,
Ireland has no television station and admits
to no plans tor one. For Ireland and many
other small countries a television service of
any kind Is likely to remain a very expensive
luxury. The people who have enough mon-
ey there to buy a TV set are the ones least
likely to enjoy it.

TV No Competition

All of this may be bad news tor those
Europeans who expect TV to revolutionize
entertainment everywhere by bringing It
into the home tor tees less than admissions
to theatres. However, the tact that TV Is
not a force to be reckoned with Is the best
of good news tor the European motion
picture industry.

While the motion picture In Europe —
and elsewhere outside America — does not
have to contend seriously with television
now or In the foreseeable future, theatres
have benefited by the counter measures

taken In the United States. The revolution
or evolution of the new techniques which
have contributed so much to enhancing
motion picture appeal In comparison with
home television has also played a similar
— If less vital role abroad.

London, well recovered from the blitz
and polished and painted as never before
(parrially due to the new construction but
also to the general cleaning up before the
Coronation of Queen Elizabeth) is proud
of its current role as a cosmopolitan city.
Fashions have dictated a return to the for-
mality of the pre-war era, a formality
which of necessity was discarded — It now
seems reluctantly — In the period from 1939
to 1945. This high fashion formality, quite
diverse from customs In America, has Its
effects In motion picture theatre operation.
While few American theatre managers own
a tuxedo or full evening dress, no English
manager of any cinema of consequence
would be on the job in the evening without
wearing a dinner jacket.

A reflection of the material prosperity
and the Inflation is that theatre admission
prices are quite high, even by American
key city standards. The British have not
discarded, and presumably never will, the
custom of selling seats at several different
price levels. The highest price seats are in
the balcony. This Is a carryover from the
days when the "upper classes" wanted to

French, director general of the British Film
Producers Association, during Mr, Quigley's
recent visit to London.

look down on "the mob" but it Is decidedly
unsatisfactory tor the new techniques of
the screen and tor modern architecture.

British custom requires construction of
theatres with balconies which wreak havoc
with sight-lines in the rear of the orchestra
whenever really big screens are installed.
Moreover the sloping of the balcony to
accommodate a reasonable crowd puts the
projection booth so high that keystoning
of the Image on the screen is a problem.
This means big screens must be tilted back
at the top, creating additional problems
for viewers In the orchestra.

It is understandable that there still Is a
good deal of controversy among exhibitors
and distributors about some of the new
techniques, especially the merits of full
stereophonic (magnetic) sound. Develop-
ments move slower in Britain, with its cen-
turies of culture and tradition than in
America. For this reason acceptance of
the new techniques has not been as whole-
hearted or as enthusiastic as it has been
here at home.

Techniques Problems

As was pointed out above, the tact that
television Is a much less menacing threat
also is a factor. However, there are ex-
ceptions to all general rules. Some of the
circuits and independent operators are
more anxious to install the latest techniques
In Britain than anywhere else in the world.
Including the United States. This applies
to the techniques already Introduced and
also to those further costly refinements now
on the horizon In Hollywood.

Most British theatres have had a greater
problem Introducing wide screens than in
the United States. Few theatres, even the
key first runs, have really large proscenl-
ums. From today's point of view a screen
40 feet wide for a theatre seating three or
four thousand persons is pretty small. Of
course this, like many other things, is rela-
tive. A forty-foot screen in such a theatre
Is gigantic compared with what was used
as recently as three years ago.

[This is the first of several articles
on the foreign market. The second,
treating of British exhibition and pro-
duction problems, will appear in next
week’s HERALD.]

MOTION PICTURE HERALD, JULY 9, 1955

OPERATION TV or WHERE
ARE THOSE FILMS FROM

Television, in Toll Battle,
Shoots for Bigger and
Better Films on TV

by VINCENT CANBY

The air-conditioned atmosphere of one of
the nation’s major free TV networks this
week was perhaps just a little more super-
charged with excitement than usual. At
hand, and pushbuttoned into action by the
toll television controversy, was an operation
described on Madison Avenue as “cutting
the commander off at the buttons.”

Bedfellows Newly Made
By Toll TV Situation

The phrase is thought to date back to an
obscure naval incident in the American Rev-
olution. An unnamed frigate captain, at the
height of battle, got hung up on a closet
door by his tunic buttons. Its current appli-
cation is to the high-powered drive by the
National Broadcasting Company to show
the Federal Communications Commission —
and the nation — that toll T\’ will never be
able to offer the public anything which free
T\' can’t otter — more easih' and cheaply.

This, of course, is one of the more spec-
tacular ramifications of the toll controversy
which has made bedfellows of many who
previously were so disinclined. It also has
sent many exhibitors back for a second look
at their home screens to find out just what
they are presently competing with.

NBC’s Operation Commander envisions
the telecasting, in color and as a three-hour
“spectacular,” Sir Alexander Korda’s forth-
coming theatrical release, “Richard III,”
starring Sir Laurence Olivier. The $2,000,-
000 production, photographed in \"ista-
\hsion and color b)’ Technicolor, would be
telecast some time this coming January prior
to its theatrical release this side.

Sets Deal to Telecast
British “The Magic Box”

The price which NBC will be paying for
“Richard III” is reported variously at $300,-
000 (by a network spokesman) and $500,000
(by a spokesman for London Film Produc-
tions, Sir Alexander’s representatives in this
country). At midweek no one in the laby-
rinth which is the NBC chain of command
would admit that a deal had yet been con-
summated. Actually NBC’s Operation Com-
mander already takes in more than “Rich-
ard III.” however.

Last week the network completed arrange-
ments for the telecasting July 25 of “The
Magic Box,” another British production in
color by Technicolor which had its theatrical
run here in 1952. The all-star film, produced
for the Festival of Britain, was reportedly
obtained by the network for $75,000 and will

COMPETITION

New York area motion picture ex-
hibitors, in one recent but representa-
tive Sunday-through-Tuesday period,
competed with 42 different feature
motion pictures shown free by the
area's seven TV stations. Each of
these films was formerly a theatrical
release. In several cases, where the
films are regarded as classics, they
are still shown at art houses. Seven-
teen of the 42 were impossible to
identify in HERALD files, either be-
cause of change of title or because
they are unreleased foreign product.
The total age of the 25 remaining fea-
tures came to 299 years, for an aver-
age age of almost 12 years each.

be telecast as “Producer’s Showcase” first
feature film. Also coming is the pre-theatri-
cal release telecasting of Sir Alexander’s
“The Constant Husband,” set as a two-hour
NBC color spectacular October 9.

The effect which their television pre-
mieres will have on the consequent theatrical
engagements of “Richard” and “Husband” is
providing subject for much inconclusive
speculation. According to one NBC execu-
tive, who did not hesitate to express his sat-
isfaction on beating the theatres to the draw
on “Richard,” it would all depend on the
individual picture. It was his opinion that
the “Richard” telecast would, in effect, be a
spectacular trailer, since the screen adapta-
tion of Shakespeare will be a “timeless”
subject and since most people will not be
viewing it in color or in the vast scope
which VistaVision gives to the big theatre
screen.

“For a drawing room comedy, or a black-
and-white picture like ‘On the Waterfront,’
it might be a different story,” he said. He
then quickly qualified his statement: “But
look what happened with ‘Marty’ — all that
buildup and advance promotion can still pay
off theatrically.”

Many Features Now Are
Showing on Home Screen

Exhibitors who take that second look at
their home screens may be surprised to see
just how many former theatre features they
already are competing with. In the Colum-
bia Broadcasting System brief outlining the
evils of subscription television, the network
stated that if pay-to-see TV were turned
down by the FCC “there is reason to believe
that much, if not all, of the motion picture
product that is suitable for home showing
will be released for free television.”

A glance at any TV guide will show that

as of this moment the only product being
withheld from free TV is major company
product, and that of such independents as
David Selznick (who does have a price tag
on his) and Sam Goldwyn.

Upcoming too, within the ne.xt 10 days
or so, is a decision which may jimmy
open some of those major company vaults.
The Internal Revenue Bureau is to decide
whether film companies can sell their older
films to television under a capital gains
set-up, or whether profits from such deals
will be subject to higher corporate or per-
sonal income taxes. If the capital gains
set-up is approved, the boys on Madison
Avenue look forward to an unloading of a
backlog of theatrical films, having a value,
it is estimated, at close to $100,000,000.

42 Different Pictures
In Three-Day Period

To the exhibitor who still is in business —
and thus, presumably, still making money —
this news will not strike the fear it might
have a couple of years ago. Today, in the
ordinary course of things, he already is com-
peting with the free telecasting of not-so-old
theatrical films starring such as Gary Cooper
(“Along Came Jones”), Ingrid Bergman
(“Arch of Triumph”), Gregory Peck (“The
Macomber Affair”) and Ava Gardner (“One
Touch of Venus”), just to name a few.

In one recent average three-day period
the seven television stations in the New
York City area offered their audiences a
total of 42 different motion pictures. The
majority of the pictures never were exactly
box office block busters, but many of them
have star appeal, what with John Wayne,
James Mason, Ray Milland, Randolph Scott,
Laurence Olivier, Joan Bennett, as stars.

Estimates 4,000 to 5,000
Films Available to TV

One executive at CBS this week estimated
that there were already available for tele-
casting between 4,000 and 5,000 motion pic-
tures which had been made originally for
theatrical distribution. The business of dis-
tributing these films to television stations
already has brought forth an entire new in-
dustry-within-an-industry, ranging from the
one-picture-office-in-my-derby distributor to
the big syndication outfits, several of which
are operated by the networks such as NBC
and General Teleradio (Mutual).

The CBS executive said that the net-
work’s New York outlet, WCBS-T\', has
in its library at present some 400 films for
its own telecasting. Over the past five years,
he added, the station has presented for first-
run-over television in New York approxi-
matelv 1.000 different pictures. Another
New York station which specializes in first-

{Continucd on folloicing page)

MOTION PICTURE HERALD, JULY 9. 1955

FILMS FOR TV

FRIENDS OF IOWA’S JET ACE
SAY STORY CRIES FOR SCREEN

by CHARLIE JONES

NORTHWOOD, lA.: Three thousand
farmers and townspeople gathered in Lake
Park, Iowa, the night of June 29 to welcome
Captain Harold Fischer, the Iowa double-
ace jet pilot recently returned from two
years' imprisonment in Communist China.
They roared an enthusiastic approval to the
suggestion of Al Myrick, president of
Allied Independent Theatre Owners of
lowa-Nebraska and Lake Park theatre own-
er, that the story of Captain Fischer be
made into a film.

Feeling that the heart-warming story of
the Korean war hero would make ideal pic-
ture material, Mr. Myrick called a meeting
of press, radio and theatre people to poll
their ideas on the desirability of such a
movie.. The captain was on hand with his
mother and father and six-year-old son,
Harold Fischer III., Mr. Myrick enlisted the
aid of his local Chamber of Commerce,
which cooperated in promoting a dinner, a
street show and three appearances of Cap-
tain Fischer on the street and in the
theatre.

Mr. Myrick said that In Captain Fischer
the screen had another potential "Sergeant
York" type of story. He emphasized the
appeal of a story based on the normal
childhood of a typical Iowa farm boy who
from childhood was obsessed with the idea
of airplanes. Captain Fischer had con-
quered polio as a child, returned to health.

had captured the nation's heart through his
heroic war efforts and had received indi-
vidual attention from the highest officer of
the world's highest organization, Dag Ham-
merskold, secretary-general of the United
Nations.

The theatre owner called attention to
the recent article in Life magazine of Cap-
tain Fischer's own story of his confinement,
articles in some of the nation's largest mag-
azines and papers and reminded all that
this was a lot of publicity for a small Iowa
farm boy to receive. He stressed the fact
that this sudden publicity had not changed
the hero's simple, down-to-earth character.
As an example. Captain Fischer was leaving
the next day, driving alone in a 1950 Ford
to meet the secretary general of the
United Nations.

Among those present at the reception
was Leo Elthon, Lieutenant Governor of
Iowa, who welcomed the captain and said
that he would personally do all in his power
to have the state of Iowa lend any support
it could toward making the story a reality
on film.

Mr. Myrick urged the radio and press to
give their support to the proposal that
Hollywood make the necessary contacts to
film the life story of Captain Fischer, and
thus echo the sentiment of the overwhelm-
ing majority of American people who know,
respect and take pride in this heroic young
airman.

(Continued front preceding page)
run-over-TV product is Mutual’s WOR-TV
which, through its related General Tele-
radio, has access to 30 big budget pictures
now owned by the Bank of America, plus 17
other first run films. These include many of
the star names already mentioned.

The Mutual outlet also has 123 Gene
Autry and Roy Rogers pictures for which it
paid a cool $1,500,000, along with the Mu-
tual stations in Memphis and Los Angeles.
The standard price paid for a first-run-on-
TV film is said to run between $10,000 and
$12,000 each.

A representative of the American Broad-
casting Company’s WABC-TV in New
York revealed that the amount of time given
to feature films on that station varies almost
as do the seasons. A month and a half ago,
■:he station telecast no more than two differ-
ent films a week. In these dog days (for
TV), they are using 25 a week. The station
has a non-exclusive contract with MPTV,
Inc., to draw on that distributor’s library of
an estimated 600 films, including French
films, British films, and old United Artists
product.

Devotes 25 Per Cent of
Total Air Time to Films

The DuMont network’s WABD-TV cur-
rently is devoting approximately 25 per cent
of its air time to feature motion pictures,
chosen from a library of 200 different fea-
tures, about one-third of which are exclusive
with WABD. A DuMont executive this
week discussed with a candor unusual in his
field the attitude of the networks towards
the telecasting of feature films. “About half
our people,’’ he said, “think they deaden our
programming. Some other people — important
people — think they pay off.”

DuMont, incidentally, has taken cogniz-
ance of weak-willed stay-up-laters who get
caught by the opening credits on a“late, late
show.” The station currently is waging a
campaign against what is called LMF (Late
Movie Fatigue) and as its answer is running
each evening, from 11 to midnight, a pro-
gram of short subjects. They range in run-
ning time from four to 13 minutes each, and
every evening their running order is
changed so that by the end of the week the
viewer can have seen the entire program
without ever staying up beyond 11 :13. This
is the kind of problem, however, that is in-
digenous to television.

Massachusetts Sunday Law Is
Declared Unconstitutional

BOSTON : The Sunday censorship law re-
garding motion pictures, which has been on
the books since 1908 in the commonwealth
of Massachusetts, was declared unconstitu-
tional and void as of Wednesday in a un-
animous decision of the .Supreme Judicial
Court of Massachusetts. The opinion was
written by Judge Raymond .S. Wilkins. In
Massachusetts, prior to the Wednesday opin-
ion, the Commissioner of Public Safety had
the authority to pass on all films before
granting Sunday licenses to exhibitors.

Television in Africa
Is Expected Shortly

CAPETOWN : The debut of television on
the African continent is expected soon.
According to reports from Lisbon, a $30,-
000,000 television installation is scheduled
to be erected immediately in Portuguese
East Africa, 400 miles from Johannesburg.
The initial transmission will be directed to
Central Africa rather than South Africa,
although the equipment is sufficient to han-
dle South Africa later. The move is ex-
pected to spur South African broadcast
officials into action despite the noncommittal
attitude adopted by South Africa’s Minister
of Postal and Telegraph Department. It
was also learned technicians and others are
engaged in practical research regarding the
future of television here.

U.S. Screen Time in Greece
Down, Attendance Up

WASHINGTON: The U. S. share of the
Greek film market continued to decline in
1954 for the sixth consecutive year, accord-
ing to Commerce Department film chief
Nathan D. Golden.

During the year from October 1, 1953
to October 1, 1954, U. S. films accounted

for 58.87 percent of films released in Greece,
compared with 61.14 percent during the pre-
ceding 12 months, Mr. Golden said. How-
ever, the percentage of total paid admis-
sions to U. S. films remained practically
unchanged at about 53 percent.

Mr. Golden said the total number of paid
admissions in the Athens and Salonika areas
during the 1953-54 year was the highest on
record, 6 per cent above the previous year.

Basil Tries Discount Plan

BUFFALO : Basil Theatres here have an-
nounced a discount plan which will enable
boys and girls from 12 to 18 to save up to 50
per cent on admissions. Application blanks
may be obtained at any Basil theatre or from
the display ad in the local newspapers. This,
plus a fee of 25 cents, will entitle the ap-
plicants to benefits for a year.

New Fabian Drive-In

LATHAM, N. Y.: Work has been started
by Fabian Theatres on a 1,500-car drive-in
in Latham, N. Y., on tlie Albany-Saratoga
Road. It was announced it will be the largest
in Northeastern New York and may be
opened by Labor Day. Leon M. Einhorn, of
Albany, is the architect.

MOTION PICTURE HERALD. JULY 9. 1955

Ash U.S. Off
Cine^Atiracie

DEADLINE FOR
TOLL TV SEPT. 9

Two-Month Postponement
Gives Time for Added
Details in Analyses

The deadline for filing reply comments on
subscription television was extended last
week by the Federal Communications Com-
mission from July 11 to September 9. The
FCC said it felt the extension “will serve
the public interest, convenience and neces-
sity.”

The FCC originally had set July 11 as
the deadline for answering coniments which
proponents and oponents of toll TV sys-
tems had filed June 9. But practically all
parties had requested the two-month post-
Donement with the FCC noting arguments
that the original comments were extremely
voluminous and varied and that all sides
would be able to file more detailed and
thorough analyses if the time limit for re-
plies were extended.

All Sides Favored Delay

The National Association of Radio and
Television Broadcasters, American Broad-
casting Company, Columbia Broadcasting
System, and the three toll TV proponents —
Zenith, Skiatron and Telemeter — had all en-
dorsed the request made by the Committee
Against Toll Television.

Meanwhile, the FCC was notified of a
fourth subscription TV system. Ultravision,
patented by Dynamics-Electronics-New
York, which uses neither a punch card nor
a coin box and may be employed by any
conventional television receiver.

Dynamics told the FCC that Ultravision
can utilize the UHF band and will “mini-
mize costs both to the operator and the
home consumer.” No special equipment is
needed for the owner of a VHF receiver to
pick up Ultravision, Dynamics said.

Instead of a coin box or a punch card
Ultravision will use its Television Audience
Analyzer to keep track of the audience.
Dynamics says this serves a double function
— the TAA master station in any area, into
which the extra cable on the individual set
will feed, will record subscription television
programs watched, so the viewer can then
be billed ; and it also shows a running count
of the audience reached by any program.
The consumer may have a coin box installed
if he wishes, the company said.

Further Comments In

Some further comments on the toll TV
problem were made last week by two oppos-
ing parties. The Committee Against Toll
TV said in a policy statement, “The quick-
est way to kill pay-to-see TV for once and
for all is to submit the question directly to
the people, as proposed by Rep. Chelf (D.,
Ky.) in the bill he introduced in Congress.”

Pointing to results of recent polls and

the current trend of letters being received
at the FCC, the committee said, “There
can be no doubt that, as the public becomes
more informed about pay-TV, the opposi-
tion to this unwarranted air-grab becomes
stronger and stronger.”

Supporting toll-TV was Walt Framer,
television producer of “Strike It Rich,” who
told members of New York Variety Club
Tent No. 35 that theatres will not be hurt
by the system even though the medium will
create another market for motion pictures,
because “the public is indoctrinated with an
entertainment-away-froni-home idea.” He
said television is a tool for the theatres and
cited the Ed Sullivan program as an exam-
ple of how films of calibre are exploited.

Some dissension among the interested par-
ties in favor of toll television was heard
this week when Jerrold Electronics Corp.,
Philadelphia, announced that details for con-
ducting public tests to prove that “no scram-
bled television code can long remain secret
once the code is put to public use,” will be
filed with the FCC. At the same time, ac-
cording to Milton J. Shapp, president, “we
will reveal a plan for public demonstration
to show the advantages of using a Jerrold
wired system for subscription TV.”

Mr. Shapp predicted the use of scrambled
broadcast techniques would be “an open in-
vitation to bootlegging and the future of
subscription TV lies with wired television.”

Flaud Sees’Waste in
French Sales to U.S.

PARIS: Jacques Flaud, director general
of the French National Film Centre, said
here on his return from a trip to the United
States that French producers could increase
their returns from the American market ten-
fold if they kept closer watch on the distri-
bution of their product. Mr. Flaud said this
would entail the eliminating of three-quar-
ters of the “intermediaries” now used in the
distribution of French films to the 5,000
U.S. art houses. He added that many of
the distributors today sell their films out-
right and rarely prepare publicity campaigns
or follow the progress of pictures in release.
He advocated the setting up of some sort of
centralized office in the U.S. to aid in the
promotion and distribution of the pictures,
adding that the market could take at least
30 a year.

Malco Extends Property

MEMPHIS : Malco Realty Co. has pur-
chased about 60 acres on Highway 70 here,
site of the Malco Summer Drive-In theatre
and land adjacent to it, it was announced
by M. A. Lightman, Sr., president and gen-
eral manager. He said a commercial and
residential development for that section is
being planned and the theatre, now occupy-
ing four acres, may be enlarged.

WASHINGTON : National Theatres has
sounded out the Justice Department on the
conditions that would have to be met before
the circuit can start producing pictures to be
used with its new Cine-Miracle projection
system.

The problem was presented by Elmer
Rhoden, National Theatres president, and
other of the circuit’s representatives during
conferences here last week. Further con-
ferences will be needed before the Depart-
ment announces any decision, it was re-
ported.

Indications have been that the Justice
Department, having once agreed to permit
Stanley Warner to produce films for Cine-
rama projection under certain limitations,
would have to grant permission to National
Theatres to produce films, providing similar
limitations are met.

MGM Executives Confer
On Television, Product

MGM’s studio and home office executives
began a series of conferences Wednesday
in Hollywood relating to the company’s
television deal with the American Broad-
casting Co., distribution and promotion
plans on “Guys and Dolls” and other pro-
ductions to be released during the summer
and early fall. Among those attending are
Charles M. Reagan, vice-president and gen-
eral sales manager ; Howard Dietz, vice-
president and director of advertising, pub-
licity and exploitation; Dan S. Terrell, pub-
licity director; Arthur M. Loew, Loew's
International president, and Orton H. Hicks,
Loew’s International executive. After the
studio meetings, the MGM executives will
confer with Samuel Goldwyn, chairman ;
James Mulvey, president, and Dave Golding,
publicity head of Samuel Goldwyn produc-
tion. The meetings will last a week.

Six Arizona Drive-Ins
Are Planned by Nace

PHOENIX : Five new drive-in theatres

are planned for Arizona by Westside The-
atres, Inc., a new corporation with Harry
L. Nace, Jr., as the major stockholder. They
will be built in Goodyear, Litchfield, Scotts-
dale, Tempe and Kingman and each will
have facilities for approximately 800 cars.
Another drive-in also was announced for
Scottsdale, to be built by Valley Theatres,
Inc., another Nace enterprise, with an ap-
proximate 1,200-car capacity.

Plans Negro Theatre

NEW ORLEANS : A syndicate headed by
Joel Bluestone has completed plans for the
erection of a modern Negro patronage thea-
tre in the St. Bernard Housing project here.
The 800-seat house will feature the latest
in projection, sound and wide screen and
a large area parking space. Mr. Bluestone
was formerly on the sales staff of U.I., and
now runs a buying and booking exchange.

MOTION PICTURE HERALD, JULY 9. 1955

REEL VETERAN SAYS

GUTS, VISION CRYING NEEDS
TO REJUVENATE NEWSREELS

by CHARLES S. PEDEN

CHARLES S. "CHIC" PEDEN Is a newsreel sound man for News of the Day and
has been since 1928, He is also a man with faith and a tremendous enthusiasm —
faith in the medium in which he works and enthusiasm for the journalism of the
screen which he believes is the greatest medium of communication devised by man.
During his career he has seen the great days of the newsreel, roaming the world
from Fiji fire-walkers to the first air raid over Tokyo, and he has seen and in tact
worked in that offspring of the screen newsreel, television news coverage. Today
he believes, as he always has, that the motion picture newsreel has a great place
in the theatrical motion picture industry, that it by no means has to surrender to
television. In The HERALD for March 31, 1951, Mr. Peden spoke vigorously on
the theme, "if there must be a wedding of television and the film Industry, let us
be the one who picks the partner and runs the household. We wrote the book."
Here, in an exciting and stimulating article, he enlarges on that theme, in the light
of the experience of the past four years. The opinions, he says, are his own but
"if it starts a fire I'll be happy." — The Editor.

IHA\’E been a newsreel man in the field
for more than 25 years. A career of
which I am very proud ; and a business
I love. There was a time when people
would stop us to ask about our adventures,
and the inevitable question as to what left
us with our greatest impression. And like
my contemporaries I would name some big
story or spectacular catastrophe such as the
crash of the Hiudcnburg.

Nowadays, however, these same people
only ask one question, “What happened
to the newsreels?” I would be less than
a good reporter if I answered other than
that rigor mortis is setting in. It is the
most bewildering and tragic thing I have
seen in my whole newsreel career.

I refer to the amazing attitude of both
the motion picture big brass and the ex-
hibitors. They both raise their hands in
horror if asked to return the theatre news-
reel to its former great prestige and popu-
larity by added subsidies and rental fees.
Yet the former will devote hundreds of
thousands of dollars to revive old tired plots
or build up recalcitrant stars who have
messed up things with their idiotic didoes ;
and the latter, parado.xically enough, recog-
nize news and will spend fantastic amounts
to rewire houses for giant screen, closed
circuit TV shows of sporting events in the
name of public service. Remember that last.

Those of us who make and love the news-
reel know its value. The public once held
it in high esteem and would embrace it
quickly. Honest exhibitors know in their
hearts that it was a great a.sset, an attrac-
tion people sought. And most important,
we live in a news-conscious i)eriod as never
before. Our editors know it, too. Who
goofed ?

Cites Television Stress
On News Reporting

The thing becomes more incredible when
it is obvious that the great television net-
works consider theeir newreel j)ictures
important enough to spot j)rograms all
through the day. Fanunis commentators dress
up the presentations. Competition is keen.
And in one case, Edward R. Murrow’s “See
It Now” show has won every honor a news
program can collect.

This writer knows a little about that. He
was privileged to be on the staff of “See
It Now” for three and a half years. Fred
Frienrlly, the guiding genius and producer
of the show, knew what he was doing when
he came to the newsreels in the beginning
for his film organization, equipment and
personnel. Those of us behinrl the camera
knew a great hope when he breezed in. Not

for him the short cuts. No dubbing, clipped
versions, etc. Despite much head-shaking,
he demanded actual sound — if for no other
effect than "presence” ; he wanted to cover
stories "back-of-beyond,” and he was daring
enough to bolster his beliefs with out-size
cash before his idea had a sponsor. That
is the sort of guts we operated under in
the old days. No hill too steep. No sand
too deep. Good reporters thrive in that
atmosphere. He demanded the works and
got it. His faith paid off.

Now any newsreel organization in the
Inisiness could have done the same thing.
The vision and know-how was there. The
courage was lacking. Costs entered the
j)icture at first. Yet, almost a score of
rinky-dink, shoe-string TV producers will
beg, borrow and steal to finance a pilot film
of some chancy show because they have
faith. The newsreel had everything else —
worldwide organization, equipment, experi-
ence, and men willing to try anything.

Actually, with all due respect to Mr.
Friendly, and tlie undeniable skill mid
jiersonality value of Mr. Murrow, newsreels
in the old days did the same thing when
they frequently included certain feature
stories in their makeup.

Mark Twain once observed that there
is nothing so timid as a million dollars.
This seems to be the case so far as back-
ing newsreel production nowadays. A
curious attitude that threatens to destroy
a great property. Even now, one by one
the top men behind the cameras, disillu-
sioned and broken-hearted, are leaving
decades-old connections to join the ranks
of TV newsreel producers because they
know that the magic spark, so necessary
to good reporting, exists there — the com-
petitive spirit and drive.

Before making a few suggestions, this
writer wants to get one thing straight. He

likes TV newsreels and accepts them. But
he doesn’t think theatre newsreels should
even attempt to compete as they now do.
The time element is too high a barrier; and
it will grow bigger when pictures are trans-
mitted via tape. The theatre newsreel’s forte
should be to elaborate on these news briefs
people see at home. Build up the basic re-
port so that TV audiences will know that
when they go to a theatre they will see a
detailed version done entertainingly.

Producing Newsreels
For TV Networks

Only one good step has developed. The
older companies are producing newsreel
material for the TV networks. But it would
seem this can have its disadvantages under
the existing conditions. TV demands fast,,
brief and numerous subjects at the cost of
quality sound and pictures. That is under-
standable and will improve in time. Un-
fortunately, in an effort to hit theatres
quickly, this sort of coverage is slopping
over into the original product. It seems
wrong.

TV camermen are in very many cases
newer men, accustomed to the silent hand
camera techniques. It takes years to develop
a good sound newsreel cameraman. The
experienced ones should be allowed to work
on their medium entirely. Let them develop
better stories with .some meat in them ; as
tliey can well do.

Never mind the man-on-street, off-the-
curb-opinion type of coverage in theatrical
newsreels. Show where that man comes
from, what he is doing, who he is visiting.
Who cares what politicians and so-called
oracles, and others say about world affairs
unless they can make solid statements ? Let
us see the thing in the works. A complete
story of the Salk Vaccine from ring-tailed
monkeys in Madagascar, to the injection is
(Continued on ol't’osite page)

MOTION PICTURE HERALD, JULY 9, 1955

NEWSREEL NEED

{Continued front opposite page)
tlie sort of thing that theatre audiences could
understand.

The old adage about the better mouse
trap is still good. This should be the mot-
to of the theatrical newsreel. Make it big-
ger, and better. Then exhibitors would be
happy to present the newsreels in its
former status as a feature of a well-bal-
anced program. Pay for it, too.

Sure, this thing will cost money. What
new and good thing doesn’t at first? The
men who make the newreels are dedicated
to their work. All they ask is a little en-
couragement and backing from the top
brass. They’ll come up with a class product.
These men who once roamed to the ends of
the earth in search of material, now operate
on a tether, a silver chain, almost inflexible
financially, that makes assignment editors
consult the tariff pages of timetables, rather
than fast schedules. A hell of a note.

For these were the men of vision and
daring who sent their boys with Byrd to
the Antarctic, over the North Pole, into
volcanoes, through swamps and impenetra-
ble jungles, the boys who okayed chartered
aircraft, boats, trains and even dogsleds
to get a story. And almost without excep-
tion their men came back with epics. Stories
that caught the public fancy and made ex-
hibitors paste one-sheets outside their
theatres.

Make the newsreel so good and big ex-
hibitors will cry for it and wave fresh cash.
They are seasoned showmen. They know
a good thing when they see it. Return to
the thousand-foot reel where a man can
sink his teeth into a subject and tell a good
yarn. Send those experienced men out
again. Forget the inclination to let local
men with so-so equipment take over assign-
ments on big stories.

Bandung is a classical example. That dis-
tant meeting was no sweat for the old days.
This time it was left to local men in most
cases. Men who wouldn’t dare poke a lens
into some big wheel’s face as old timers do.
Here was one of the world’s greatest inter-
national meetings, a hallmark of world af-
fairs. What does anyone actually know
about it? Mighty little from the films re-
leased. They were trivial by comparison
with the past.

A Timidity That Is
Turning to Rigor Mortis

This is the timidity that is turning into
rigor mortis. A stifling, frustrating atmos-
phere. The public doesn’t remember news
that springs from restrictions — dull, factual
news. It remembers color and spirit. Cir-
culation was built on the daring things.
Stanley’s trek to Africa in search of Living-
stone was the big storv, not the final report.
The way Floyd Gibbons covered a yarn
was what caught people’s imagination and
made them look for more. When an atmos-
phere of daring pervades a news shop it
rubs on the men and gets into the story.
That devil - may - care, to - hell - with - the -

CHARLES S. (CHIC) PEDEN

expense-account coverage that makes the
auditors cringe, but the public applaud, and
the cash registers sing.

Newsreels need a face-lifting and injec-
tion of new drive. They need fresh win-
dow dressing in the form of new tech-
niques and a renewal of every trick in the
bag — competition, not cooperation with
each other. Individual treatment and cov-
erage, not roto coverage. The sort of
backing that makes a world personality
welcome interviewers because he knows
he is going to get a big deal. Integrity
in news reporting depends on such things,
not short cuts or haste.

Sure, this treatment would cost money.
But think of the impact of occasional “pre-
mium” shots such as the Kentucky Derby,
a national flower show, a regatta, a big
football classic. Not in terms of cash, but
prestige. TV does it when they sustain
great shows, or present giveaway programs
to hold a dialer’s attention for one-half
hour. The motion picture industry, with all
of its fabulous assets and talents, can afford
to do no less these days. The handwriting
is bright and vivid on the face of millions
of television tubes.

Finally, the newsreel business must be-
gin to think in long range terms if it ex-
pects to attract new blood. The present
atmosphere would scare away new talent.
Electronics has only been scratched mo-
vie-wise ; and may well solve all problems.
Even put the industry on a happy, money-
making basis.

Every big business from plastics to motor
cars recognizes this policy of ear-marking
certain sums for research and constant im-
provement to hold patrons and keep their
trade marks before the world. Newsreels
trail-blazed sound-on-film and were the best
advertisement any motion picture producer
ever had.

Here is what is on the horizon. Two years
will see a practical and economical system
of recording and transmittting motion pic-
tures on magnetic tape.

The first newsreel company to adopt this

system will become the unchallenged leader
in both theatre and TV fields. money-
making outfit guaranteed to bring prestige
to its sponsors.

Think of it? A newsreel, or newstajje if
you will, crew will cover a story on loca-
tion, and transmit the sound and picture
direct from source to key studios. There,
the basic story will be re-recorded on a
storage tape or processed immediately — just
as directors and monitor men now do with
live TV pickups. Experienced men will sit
at master consoles and edit, add vault cut-
ins, proper music, commentary (scripted
from telephonic information at the news
site), even include pre-taped titles. Then,
in turn, the finished clip will be re-trans-
mitted direct to theatres and TV stations
for immediate release or storage tapes until
specific spots allow for release.

Foresees Vast Interflow
Of News Film Material

Ultimately, there will be a vast inter-flow
of news picture material exchanged between
network facilities, just as news copy is
transmitted to newspapers via tele-printers.
This is a whole new industry the great wire
services may do well to investigate.

And it goes without saying that news-
reels will have to adopt the newer sound re-
cording techniques of tape and strip film
just as production has done. The public
isn’t going to stand for the violent contrast
between Hi-Fi sound on features, and stand-
ard recording.

Other new electronic gadgets will be
used; just as some TV productions already
are playing with the midget, wireless micro-
phone. Its possibilities are many in news
work. A newsreel contact man wearing one
of these could pick up the direct orders of
fire marshals or other leaders of rescue
teams during catastrophies. Football
coaches haranguing their teams; jockeys
urging on their mounts. All the things spec-
tators have not yet heard. Those “premium”
touches that point up stories.

Some smart outfit will start the ball roll-
ing one of these days. I hope it is mine.
One good beginning would be to establish
definite liaison between film producers and
the electronic laboratories, so that both
could know each others’ problems and ideas.

Men with Purse Strings
Hold Fate of Newsreel

Let’s not get sand-bagged again, as we
were 25 years ago because apathy and short-
sightedness plugged ears when a synchro-
nized disc transcription and a projector
clarioned the end of an era.

Those of us who went everywhere and
risked everything to build up newsreel pres-
tige, willing!}' gave of all our talents and
time to make a dream come true. Those
who handle the purse strings, hold the ulti-
mate fate of a great industry in their hands.
We are ready, willing, and able. And are
waiting for some daring guy to come along
and slash the ropes. The whole newsreel
business needs a renewal of faith and the
same sort of vision and guts it asked of
every man who ever covered a story.

Anyone for competition ?

MOTION PICTURE HERALD, JULY 9. 1955

AUDIENCE POLL
BACKING URGED

July 11 Is the Deadline for
Exhibitor Nominations
for Year's Pictures

All exhibitors who have not yet submitted
their Audience Awards nominations for pic-
tures released between October 1, 1954, and
March 31, 1955, were urged to mail them at
once in a statement issued last weekend by
Robert W . Coyne, special counsel for
COMPO.

“The July 11 deadline,” he said, “refers
to the date on which the nominating ballots
must be in the hands of Price Waterhouse
& Co. in Xew York. ... No ballots received
by Price Waterhouse after that date will be
counted.”

Want Real Cross Section

Mr. Coyne stressed the importance of hav-
ing the opinion of the largest possible num-
ber of the nation’s exhibitors. He pointed out
that every manager of a circuit theatre has
the privilege of making his individual selec-
tions regardless of whether they coincide
with the choices of other managers in the
same circuit or those of the executives in his
circuit. “We are seeking a real cross-section
of e.xhibitors’ choices,” he added.

The Audience Awards project, near the
completion of its first phase, is acquiring
more and more pledges of support from
various exhibitor groups. Telegrams and
letters assuring company presidents and stu-
dio heads that New York City theatres were
solidly behind the poll and would welcome
one- and two-reel subjects introducing new
personalities were sent last week by Eman-
uel Frisch, president of Metropolitan Motion
Picture Theatres Association, and Harry
Brandt, president of Independent Theatre
Owners Association.

The telegram sent by Mr. Frisch said ex-
hibitors present at a joint industry meeting
at the Hotel Sheraton-Astor “were thrilled
and inspired by Elmer C. Rhoden’s report of
the wholehearted endorsement of the pro-
gram by Hollywood studio heads and of
their plans for special reels introducing new
pictures, personalities and fledglings.” Mr.
Frisch felt these special reels will prove mu-
tually beneficial to exhibitors, studios and to
the public.

Urges Trailers Be Made

Mr. Brandt’s letter assured the executives
that exhibition “will cooperate and give
choice playing to such subjects.” He urged
them to produce such trailers and added,
“This feeling of enthusiasm for the Audi-
ence Awards Poll has. spread through the
ranks of exhibition and theatre owners are
anxious to do a job.”

At the meeting, Mr. Frisch called the
awards program, "Operation Big Switch”

because “we, the industry, decided to do
something for ourselves to stimulate the
public’s interest in motion pictures and thea-
tres, instead of helping charitable causes.
The COMPO audience awards plan is not a
depression move to save a dying business.”

Mr. Coyne addressed a large group of ex-
hibitors and distributors at the Hotel Brad-
ford, Boston, last week saying the awards
plan is pointed directly at the public and “we
should have a sense of gratitude toward
these patrons and we must cater to their
wishes and whims.” .Samuel Pinanski, Mar-
tin Mullin and Edward Eider, New England
exhibitors, all pledged full support.

Beneficial to Newspapers

Other meetings last week were held by ex-
hibitors and distributors in the Oklahoma
City exchange area, by the Mississippi The-
atre Owners Association in Gulfport and by
New Haven area people in New York.
Planned are sessions at San Francisco,
Charlotte and Milwaukee.

COMPO used the poll as the subject for
last week’s ad in its series in Editor and
Publisher. It urged newspaper editors and
promotion men to get in touch with their
local theatre managers and work out pro-
motion to be mutually beneficial. The ad
said the election “is bound to arouse great
local interest in every community in which
the voting is held.” At least 10,000 theatres
will take part and the vote may be as high
as 60,000,000, according to the ad.

Krave+z Suit Against
U.A. Is Dismissed

The 1953 action filed by the late Max
Kravetz against United Artists and others
was dismissed last week by New York
Supreme Court Justice Jacob Markowitz.
The suit alleged breach of an option to pur-
chase 90 per cent of the U. A. stock for
$4,000,000. It claimed that Mary Pickford
and Charles Chaplin closed a deal with
Arthur Krim, Robert Benjamin and their
group for control of the company before
Mr. Kravetz had an opportunity to execute
the option after the late Paul McNutt, then
an associate, withdrew from the deal. Judge
Markowitz said he could find no element
of fraud or conspiracy from the evidence.

Eichman Joins Screencraft

Cy Eichman has resigned as advertising-
publicity head of Astor Pictures and At-
lantic Television Corp. and has joined
Screencraft Pictures, Inc., in a newly-
created post of eastern television sales man-
ager. Louis Scheingarten will handle the
art work and production of advertising ac-
cessories on all future Astor and Atlantic
releases.

tl.A.. Orive
Will Honor

Younff stein

A 25-week sales drive honoring Max E.
Youngstein, United Artists vice-president,
will be launched in the United States and
Canady July 10, the
company announced
last week.

The billings and
collections campaign,
which will award
$50,000 in cash
prizes to winners
among the 32
branches, marks the
first salute to Mr,
Youngstein since he
entered the industry
in 1940. Co-captains
for the drive are
William J. Heine-
man, vice-president in charge of distribu-
tion, and B. G. Kranze, general sales man-
ager.

The exchanges will compete in three
groups of equal grossing potential, with the
campaign to run in three six-week sec-
tions and a final seven-week drive. The
first phase extends from July 10 to August

20, while succeeding stages will begin August

21, October 2 and November 13.

Among the pictures that will be in release

during the drive are “Not As a Stranger,”
“Summertime,” “The Kentuckian,” “Gentle-
men Marry Brunettes,” “The Night of the
Hunter,” “Marty,” “Alexander the Great,”
“The Troitbleshooter,” “Desert Sands,”
“The Indian Fighter,” “The Beast of Hol-
low Mountain,” “The Man Who Loved Red-
heads,” “Shadow of the Eagle,” “The Naked
Street,” “Killer’s Kiss,” “The Lucky Kid,”
“The Big Knife,” “Fort Yuma,” “A Kiss
Before Dying,” “Storm Fear” and “Top
Gun.”

United Artists' Far East
Convention in Tokyo

United Artists for four days beginning
July 18 will hold a convention in Tokyo for
its Far Eastern and Australasian sales per-
sonnel. Arnold M. Picker, vice-president in
charge of foreign distribution, will super-
vise. This will be the company’s second in-
ternational meeting. The first was in Lon-
don in May. There will be another in
September. This will be for personnel in
Latin- America. Max E. Youngstein, vice-
president, will accompany Mr. Picker. So
will Andy Albeck of the home office ad-
ministrative staff.

"Neapolitan Carousel" Soon

An American adaptation of “Neapolitan
Carousel” will begin work in Italy during
July, IFE Releasing stated recently. The
picture has won international prizes in its
original version.

Max Youngstein

MOTION PICTURE HERALD. JULY 9. 1955

AVDIEIVCE POLL
BACKING URGED

July 11 Is the Deadline for
Exhibitor Nominations
for Year's Pictures

“The Tuh' 11 deadline,” he said, “refers
to the date on which the nominating ballots
must be in the hands of Price Waterhouse
& Co. in Xew York. . . . No ballots received
by Price Waterhouse after that date will be
counted.”

Want Real Cross Section

The telegram sent by Mr. Frisch said ex-
hibitors present at a joint industry meeting
at the Hotel Sheraton-x-\stor “were thrilled
and inspired by Elmer C. Rhoden’s report of
the wholehearted endorsement of the pro-
gram by Hollywood studio heads and of
their plans for special reels introducing new
pictures, personalities and fledglings.” Mr.
Frisch felt these special reels will prove mu-
tually beneficial to exhibitors, studios and to
the public.

Urges Trailers Be Made

At the meeting, Mr. Frisch called the
awards program, "Operation Big Switch”

Beneficial to Newspapers

Kravetz Suit Against
U.A. Is Dismissed

Eichman Joins Screencraft

tJ.A. Orive
Will Honor

Youngsiein

A 25-week sales drive honoring Max E.
Youngstein, United Artists vice-president,
will be launched in the United States and
Canady July 10, the
company announced
last week.

The billings and
collections campaign,
which will award
$50,000 in cash
prizes to winners
among the 32
branches, marks the
first salute to Mr.
Youngstein since he
entered the industry
in 1940. Co-captains
for the drive are
William J. Heine-
man, vice-president in charge of distribu-
tion, and B. G. Kranze, general sales man-
ager.

20, while succeeding stages will begin August

21, October 2 and November 13.

Among the pictures that will be in release

during the drive are “Not As a Stranger,”
“Summertime,” “The Kentuckian,” “Gentle-
men Marry Brunettes,” “The Night of the
Hunter,” “Marty,” “Alexander the Great,”
“The Troubleshooter,” “Desert Sands,”
“The Indian Fighter,” “The Beast of Hol-
low Mountain,” “The Man Who Loved Red-
heads,” “Shadow of the Eagle,” “The Naked
Street,” “Killer’s Kiss,” “The Lucky Kid,”
“The Big Knife,” “Fort Yuma,” “A Kiss
Before Dying,” “Storm Fear” and “Top
Gun.”

United Artists' Far East
Convention in Tokyo

United Artists for four days beginning
July 18 will hold a convention in Tokyo for
its Far Eastern and Australasian sales per-
sonnel. Arnold M. Picker, vice-president in
charge of foreign distribution, will super-
vise. This will be the company’s second in-
ternational meeting. The first was in Lon-
don in May. There will be another in
September. This will be for personnel in
Latin-America. Max E. Youngstein, vice-
president, will accompany Mr. Picker. So
will Andy Albeck of the home office ad-
ministrative staff.

"Neapolitan Carousel" Soon

An American adaptation of “Neapolitan
Carousel” will begin work in Italy during
July, IFF Releasing stated recently. The
picture has won international prizes in its
original version.

MOTION PICTURE HERALD, JULY 9, 1955

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f Hank Buys
1 Ttvo Mare
Theatres

by WILLIAM PAY

LONDON : The J. Arthur Rank Organisa-
tion continues to expand its theatre interests
in the United Kingdom. Latest acquisitions
are the two Regals in Newcastle and Sun-
derland from Black’s Northern Theatres.
The Regal, Sunderland, seats 2,500 and the
Newcastle houses 1,800.

This follows the Group’s takeover earlier
this year of seven cinemas in Scotland and
eleven in Northern Ireland. It is under-
stood that other deals are approaching final-
ity in which the Group will expand its hold-
ings even further.

It is also announced that J.A.R.O. will
reopen the 1,873-seat Gaumont, Streatham,
London July 18. This key theatre was orig-
inally opened in 1932 but has been closed
for the past 10 years because of bomb
damage.

The Gaumont is now claimed to be one
of the most modern and luxurious theatres
in South London. Virtually a new theatre
has been built within the outer shell of the
pre-war Gaumont. The equipment includes
anamorphic lenses and a wide screen capable
of showing VistaVision and CinemaScope.
The screen measures 48x23 feet to handle
the various new techniques.

The film winning the 1955 Golden Laurel
Award will be announced and the award
presented during the forthcoming Edinburgh
Film Festival, August 21-September 11. The
Golden Laurel Award, the Golden Laurel
Medals and the Golden Laurel Trophy are
offered annually — this time, for the sixth
successive year — by David O. Selznick for
outstanding contritions, through the pro-
duction of motion pictures of artistic merit,
to mutual understanding and goodwill
among people of all races and nationalities
of the world.

These awards, which previously have been
restricted to films made by Europeans in
Europe, have this year been extended to be-
come universal in scope, excepting only films
produced in the United States and those
made by American producers or companies
abroad. Thus, for example, motion pictures
from Latin America, Russia, Eastern Europe
and the Far East are eligible for the first
time.

David Hilberman, former Disney designer
and founder of United Productions of Amer-
ica, has been signed by the screen advertis-
ing firm. Pearl and Dean, Ltd., to advise
on animated and cartoon subjects. He also
will recruit a team of British designers and
animators.

Pearl and Dean entered the TV field ear-
lier this year when the Southall Studio was
acquired for the production of commercial
films.

B ax Office Chawnpians
Far Tune, 1955

The Box Office Champions are selected on the basis of the gross revenue at key city
theatres throughout the country.

BLACKBOARD JUNGLE

( Metro-Goldwyn-Mayer )

Produced by Pandro S. Berman. Directed
by Richard Brooks. Written by Richard
Brooks (from a novel by Evan Hunter).
Cast: Glenn Ford, Anne Francis, Louis Cal-
hern, Margaret Hayes, John Hout, Richard
Kiley, Emile Meyer, Warner Anderson, Basil
Ruysdael, Sidney Poitier. {C hampion for
the second month.)

DADDY LONG LEGS

(20th Century-Fox)

CinemaScope

Produced by Samuel G. Engel. Directed
by Jean Negulesco. Written by Phoebe
and Henry Ephron (from a novel by Jean
Webster). Color by De Luxe. Cast: Fred
Astaire, Leslie Caron, Terry Moore, Thelma
Ritter, Fred Clark, Charlotte Austin, Larry
Keating, Kathryn Givney, Ray Anthony and
his orchestra. {C hampion for the sec-
ond month.)

LOVE ME OR LEAVE ME

( Metro-Goldwyn-Mayer )

CinemaScope

Produced by Joe Pasternak. Directed by
Charles Vidor. Written by Daniel Fuchs and
Isobel Lennart. Eastman Color. Cast: Doris
Day, James Gagney, Cameron Mitchell,
Robert Keith, Tom Tully, Harry Bellaver,
Richard Gaines, Peter Leeds, Claude
Stroud, Audrey Young, John Harding.

THE SEA CHASE

(Warner Bros.)

CinemaScope

Produced and Directed by John Farrow.
Written by James Warner Bellah and John
Twist (from the novel by Andrew Geer).
WarnerColor. Cast: John Wayne, Lana
Turner, David Farrar, Lyle Bettger, Tab
Hunter, James Arness, Richard Davalos,
John Qualen, Paul Fix.

SOLDIER OF FORTUNE

(20th Century-Fox)

CinemaScope

Produced by Buddy Adler. Directed by
Edward Dmytryk. Written by Ernest K.
Gann. De Luxe Color. Cast: Clark Gable,
Susan Hayward, Michael Rennie, Gene
Barry, Alex D'Arcy, Tom Tully, Anna Sten,
Russell Collins, Leo Gordon, Richard Loo,
Soo Yong.

STRATEGIC AIR COMMAND

( Paramount)

VistaVision

Produced by Samuel J. Briskin. Directed
by Anthony Mann. Written by Valentine
Davies and Beirne Lay, Jr. Technicolor.
Cast: James Stewart, June Allyson, Frank
Lovejoy, Barry Sullivan, Alex NIcol, Bruce
Bennett, Jay C. Flippen, James Millican,
James Bell, Rosemary De Camp, Richard
Shannon, John R. McKee, Henry Morgan.

Golden Says Festivals
Good for Our Industry

WASHINGTON : Nathan D. Golden,

Commerce Department film chief, said he
is more than ever convinced that interna-
tional film festivals do the American film
industry a great deal of good. He recently
returned from the Cannes Film Festival,
where he represented the U. S., at which
an American picture, “Marty,” won the
“top film” award at an international festival
for the first time. “We had four good films
there,” he said, “and they couldn’t be denied.
. . . The foreign producers were genuinely
happy to see the U. S. finally win a best
film award.”

France Now Reports 5,300
Motion Picture Theatres

WASHINGTON : There are now approxi-
mately 5,300 motion picture theatres in
France, with a seating capacity of about
2,600,000, according to a Commerce Depart-

ment report prepared by Nathan D. Golden,
film chief. The report says attendance dur-
ing 1953 was 365,700,000 and during the
first nine months of 1954 was 264,400,000,
slightly behind the 1953 rate. However, Mr.
Golden said, final statistics are expected to
put 1954 attendance slightly ahead of 1953.
The report also said that exhibitors are
complaining about the low admission prices,
frozen at their August 31, 1952, level and
are urging decontrol of prices. While de-
control is not likely, it is expected the Gov-
ernment will allow a price increase, the
report added.

Theatre Cuts Price

HARTFORD : The Hartford Theatres Cir-
cuit has reduced adult admission prices and
resumed weekday matinees at four houses,
the Colonial, Central, Lenox and Lyric. New
price scale — 50 cents — is a reduction of 10
cents from the regular 60-cent charge. The
latter scale, however, is retained for eve-
ning and Saturday and Sunday per-
formances.

MOTION PICTURE HERALD, JULY 9. 1955

BOX OFFICE QUALITY Allied Plans

CALLED PRODUCT LACK

CLEVELAND : Theatre owners in the

Greater Cleveland area say there is no
shortage of pictures as such, but, they main-
tain there is a very serious shortage of
quality pictures of box office value.

In the category of quality pictures of box
office value they list such money makers
as “A Man Called Peter,” “Battle Cry,”
“Love Me or Leave Me” and “Blackboard
Jungle.” “These pictures have done excel-
lent business in all of our houses,” says Jack
Essick of the 12-theatre Modern Theatre
circuit with houses in Cleveland, Willough-
by, Berea and Medina.

Few *‘Money Pictures”

Booking for more than 100 northern Ohio
theatres, IMilton Mooney, head of Co-opera-
tive Theatres of Ohio, says, “we find a
great shortage of what we call “money pic-
tures.” Mr. Mooney points out the increas-
ing selectivity of film patrons and the
multiplicity of entertainment media, “the re-
sult being,” he says, “that nobody goes to
the theatre to see just an average picture.”
Joe Robbins, president of the Robbins
Amusement Company, with theatres in War-
ren and Niles, says that his business is hit-
ting new lows because there are not enough
good pictures to bring people to the theatres.

While a majority of the exhibitors have
accepted what has come to be known as
the “June Blues,” others point out that re-
gardless of weather, box office quality attrac-
tions do business. An example is “The
Seven Year Itch,” now in its second big
week at the SW Allen theatre. “We were
criticized for booking this big one for June
opening,” one of the SW bookers said, “but
we had a tremendous opening weekend with
the hottest weather of the season. And at-
tendance is holding strong both matinee and
evening.”

“Delayed availability to subsequent run
houses due to extend downtown runs is an-
other factor in the suburban business slump,”
according to some exhibitors. “Either the
long first run engagements milk the picture
dry or we lose out on the impact of national
advertising.” Extended first runs block the
flow of product to the neighborhoods and
create an unnecessary shortage.

Says Majors Hold Back

“If there is an actual shortage of film it’s
because the distributors are holding back
new product for August-September release,”
another exhibitor explains. “This is a fal-
lacy,” he went on, “else it wouldn’t be true
that some pictures do big business regardless
of season or weather. It’s not the season
or the weather that affects the box office, it’s
the picture and it’s always an open season
for pictures that appeal to the public.”

Theatre owners in this area point out
the difference between quality pictures and
quality box office pictures. “There are qual-

ity pictures that have little box office value.
Just quality alone is not enough. They must
have box office appeal as well. To point out
the fallacy of delaying picture releases until
later in the season, exhibitors point to those
which have been playing the downtown
theatres ;

In Cleveland there are seven downtown
first run houses. This week four of them are
playing double features of secondary value
or reissues, two have holdovers and the
seventh is playing a foreign film.

“With nothing of value released to the
downtown houses, what pictures of enter-
tainment value will become available to the
subsequent run houses?” ask the owners of
houses in this category.

Optimistic About Fall

Every exhibitor questioned on the product
situation agreed that the shortage is cre-
ated by the fact that “we can’t buy the top
product at a price we can afford to pay and
so we have to play inferior product which
the public just won’t buy. But as for actual
footage shortage, there are plenty of pic-
tures available.”

In spite of this gloomy presentation of
the present situation, most exhibitors are
optimistic about the fall. They have faith
in the industry both on the basis of its en-
tertainment value and on its appeal to the
public. “Give us a steady run of box office
attractions and our receipts will show the
public is giving us its support,” is the
general attitude toward the coming season.

It is generally conceded that July and
August are the best months in this area. The
lure of the outdoors has waned. Vacation
trips have reduced the exchequer so that
lower priced entertainment becomes attrac-
tive. September, with opening of schools
and wardrobe replenishing, sees a drop in
the attendance chart and it rises, in propor-
tion to the box office appeal of product, until
the holiday season when it takes another
temporary dip. Thereafter, say the exhibi-
tors in this territory, “it’s up to the picture,
plus the exhibitor’s selling ability to direct
the chart’s business line.”

Universal Sales Drive
Winners Announced

Winners of the $50,000 “added” prize
money in Universal’s 17-week “Charles J.
Feldman Annual Sales Drive,” concluded
May 1, were announced last week. The com-
pany said the drive was marked by a new
high in worldwide billings. The southern
division, headed by F. J. A. McCarthy, won
first place among the divisions, while the
district headed by Henry H. Martin, com-
prising Dallas, New Orleans, Oklahoma
City and St. Louis branches, won in its
classification. The winning branch office was
Seattle, managed by Arthur Greenfield.

Board Meet
July 20~21

Allied States Association will hold a mid-
summer board of directors meeting July
20-21 at the Staffer Hotel in Washington,
it was announced this week by Abram F.
Myers, general counsel. The announcement
came shortly after the conclusion last week
in New York of the series of joint meetings
of Allied and Theatre Owners of America
officials with distribution chiefs.

Although no agenda has yet been set,
the Allied board can be expected to act on
the report of its Emergency Defense Com-
mittee relative to the joint meetings with
the company heads. It thus will decide on
what further action need be taken and make
preparations for any Congressional hearings
that might be sought.

The joint committee would up its program
of talks last week in conferences with Uni-
versal, Allied Artists, Republic and Warner
Brothers. Earlier meetings were held with
20th-Fox, Paramount, MGM, Columbia, and
RKO. Talks with United Artists also are
expected to be held shortly. Following the
talks at Warner Brothers the committee an-
nounced that Ben Kalmenson, vice-president
and general sales manager, had promised to
“give every assistance to the small grossing
theatres” and to offer “flat rental terms to
these small grossing theatres.”

In another release, at the conclusion of
all the meetings, the committee said: “As a
result of these meetings, distribution now
recognizes and appreciates the serious eco-
nomic position of exhibition and particularly
of the smaller grossing theatres in the coun-
try. We believe that sales policies will be
formulated that will bring immediate and
remedial relief. There was clarification as
to sales policies of the various companies
and problems of production and distribution
were discussed. ... It is sincerely hoped
that this all-out effort by exhibition will im-
prove distributor-exhibitor relations and
that production and distribution will demon-
strate their desire to prevent the closing of
many theatres throughout the country.”

USIA Funds to Increase
For Next 1 2 Months

WASHINGTON : The motion picture pro-
gram of the U. S. Information Agency, the
Government’s overseas information service,
probably will get a sizeable increase in
funds during the next 12 months, as Con-
gress last week approved an appropriation
bill greatly increasing funds for USIA dur-
ing the fiscal year starting July 1. The
agencv was given $85,000,000 for the com-
ing year as compared with $77,114,000 for
the year just ended. It had originally re-
quested $88,500,000. The agency will decide
how much of the total should go to the mo-
tion picture service, which received $3,087,-
000 the past year.

MOTION PICTURE HERALD. JULY 9. 1955

M-G-M SHORTS
SPARKLE YOUR
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starring Tom and Jerry, Spike and Tyke, Barney
Bear, Lucky Ducky and Droopy.

RESULTS OF A SURVEY:

A leading circuit asked its Managers

6-ROBERT BENCHLEY COMEDIES

Like Will Rogers, Robert Benchley has become
an immortal among American humorists. These
reprints are his best.

★

^ to do some research on Short Subjects.

You’d be surprised how eloquent the
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They want ’em. Shorts add pleasant
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why M-G-M Shorts are top quality of
the industry. You’re building extra
good will when you sparkle your

6— PASSING PARADE Produced and
Directed by JOHN NESBITT

Behind-the-scenes secrets of turning points in
world history, scientific discoveries, individual
achievements by a master story-teller.

★

14-GOLD MEDAL CARTOONS

{Reprints in Technicolor')— '¥or theatres that require
comedies in volume. Great for M-G-M Kartoon
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show with M-G-M’s wonderful Shorts.

DO IT TODAY! ASK M-G-M I

A^liied Lfttit
Ceiehrates
2oth Year

Twenty-five years were celebrated the
other day by an organization of exhibitors.
Allied of Illinois marked the occasion with
luncheon at the Blackstone Hotel, Chicago
June 29, and reelection of its leader and
president Jack Kirsch.

Mr. Kirsch. reviewing the past year, said
it was “hectic’’ because of the strain be-
tween exliibitor and distributor, and this is
occurring' because the latter presses for
higher and higher terms. Telling of the
meetings of the joint Allied-TOA commit-
tee with sales managers, Mr. Kirsch com-
mented ;

“The temper of exhibition today is such
that unless distribution makes an honest
effort to reconcile the vast differences, it is
hard to predict to what extremes exhibition
will go to achieve measures for preserving
its theatres.”

Mr. Kirsch also reported on the toll TV
campaign, to which 90 per cent of the unit’s
membership has contributed ; two legislature
bills, one on censorship and the other ban-
ning drive-in screens visible from state high-
ways, both opposed by Allied; and a bill
prohibiting collection of fees for reproduc-
tion of copyrighted music, which Allied
favors.

Other officers elected are Van Nomikos,
vice-president, and Ben Banowitz, secretary-
treasurer, both for one year. Mr. Kirsch
will serve three years.

New England Allied Unit
Runs Membership Drive

BOSTON : Independent Exhibitors, Inc., of
New England, a unit of Allied States, is
conducting an extensive membership drive
in an effort to sign every independent the-
atre owner in the five New England states.
Edward Lider, president, said “only through
a strong exhibitor organization can we hope
to survive in the face of higher film rentals,
fewer pictures, print shortages, adverse leg-
islation, the threat of toll TV and other
serious ills confronting exhibitors.” Mr.
Lider and Carl Goldman, executive secre-
tary, are planning to travel through New
England to contact exhibitors personally.
The organization will hold a two-day re-
gional convention at Toy Town Tavern,
Winchendon, Mass., October 24-25 and
Allied units from Pennsylvania, New Jersey
and Connecticut will be represented.

New Hoffberg Shorts

Eour new shorts have been added to the
current releases of Hoffberg Productions,
the company announced. They include
“Merry Wives of Windsor,” 27-minute
operetta and ballet; “The Islands of Venus,”
“Travels in Cyprus” and “Summertime in
Attica,” each 10 minutes and in color.

THE WINNERS CIRCLE

Pictures doing above average business at first runs in key cities for the week ending
July 2nd were:

Albany: Land of the Pharaohs (W.B.) ;
Love Me or Leave Me (MGM).

Atlanta: Long John Silver (DCA) ; Love
Me or Leave Me (MGM) ; Seven Year
Itch (20th-Fox).

Boston: The Little Kidnappers (U.A.)
2nd week; Seven Year Itch (20th-Fox).

Buffalo: Foxfire (U-I) ; Land of the
Pharaohs (W.B.) ; Not As a Stranger
(U.A.) ; Seven Little Foys (Par.) ;
Seven Year Itch (20th-Fox).

Chicago: Lady and the Tramp (B.V.) 3rd
week; Moonfleet (MGM); Not As a
Stranger (U.A.) ; Seven Little Foys
(Par.) 2nd week; Seven Year Itch
(20th-Fox) 2nd week.

Columbus: Seven Year Itch (20th-Fox).

Denver: Ain’t Misbehavin’ (U-I) ; Davy
Crockett (B.V.) 2nd week; The Eter-
nal Sea (Rep.); Far Horizons (Par.);
Seven Year Itch (20th-Fox) ; This
Island Earth (U-I).

Des Moines: Seven Year Itch (20th-Fox).

Detroit: Creature with the Atom Brain
(Col.) ; It Came from Beneath the Sea
(Col.) ; Love Me or Leave Me (MGM)
2nd week; The Magnificent Matador
(20th-Fox) ; Seven Year Itch (20th-
Fox) 2nd week.

Hartford: A Bullet for Joey (U.A.) ;
Game of Love (Times) 2nd week; Hiro-
shima (Continental) ; Land of the
Pharaohs (W.B.) ; Love Me or Leave
Me (MGM) ; Seven Little Foys (Par.) ;
Seven Year Itch (20th-Fox) 3rd week.

Indianapolis: Interrupted Melody

(MGM); Land of the Pharaohs
(W.B.).

Jacksonville: Foxfire (U-I) ; Kiss Me

Deadly (U.A.) ; Land of the Pharaohs
(W.B.) ; The Seven Little Foys (Par.).

Kansas City: Davy Crockett (B.V.) ; The
Seven Year Itch (20th-Fox) ; The
Wayward Wife (I.F.E.).

Memphis: The Cobweb (MGM) 2nd week;
The Far Horizons (Par.) 2nd week;
White Feather (20th-Fox).

Miami: Interrupted Melody (MGM);

Love Me or Leave Me (MGM) ; Mister
Roberts (W.B.) ; Seven Little Foys
(Par.); Seven Year Itch (20th-Fox).

Milwaukee: Davy Crockett (B.V.); Seven
Year Itch (20th-Fox).

Minneapolis: Blackboard Jungle (MGM)
9th week; Davy Crockett (B.V.) ; Seven
Year Itch (20th-Fox).

New Orleans: Interrupted Melody

(MGM) ; Mister Roberts (W.B.) ; Seven
Year Itch (20th-Fox) ; This Island
Earth (Univ.) 2nd week.

Oklahoma City: Far Horizons (Par.) ; Kiss
Me Deadly (U.A.) ; Land of the Phar-
aohs (W.B.) ; Naked Amazon (Times)
2nd week; Seven Year Itch (20th-Fox)
2nd week; Strategic Air Command
(Par.) 6th week.

Philadelphia: Davy Crockett (B.V.) 2nd
week; Interrupted Melody (MGM) 3rd
week; Marty (U.A.) 2nd week; Seven
Year Itch (20th-Fox).

Pittsburgh: The Cobweb (MGM); Green
Scarf (Asso. Artists) 11th week; Inter-
rupted Melody (MGM) ; Seven Year
Itch (20th-Fox) 2nd week.

Portland: Davy Crockett (B.V.) ; It Came
FROM Beneath the Sea (Col.) ; Seven
Year Itch (20th-Fox) ; This Island
Earth (Univ.) 2nd week; To Paris
With Love (Continental) 2nd week.

Providence: Davy Crockett (B.V.) ; Seven
Year Itch (20th-Fox).

Toronto: Love Me or Leave Me (MGM)
4th week; Marty (U.A.) 2nd week;
Seven Little Foys (Par.) ; Seven Year
Itch (20th-Fox).

Vancouver: Davy Crockett (B.V.) ;

Strange Lady in Town (W.B.).

Washington: The Cobweb (MGM) 2nd
week; Davy Crockett (B.V.) ; Five
Against the House (Col.) ; Love Me or
Leave Me (MGM) 2nd week; Marty
(U.A.) 4th week; A Prize of Gold (Col.).

Israeli Censor Board
Completes New Code

TEL- AVIV, ISRAEL: The Israeli board
of censors has included 13 principles which
have been incorporated in the nation’s film
censorship code. They include : infringe-
ment of religious susceptibilities or tradi-
tion ; desecrating law enforcement, officials
or judges; creating disturbances of the
peace; attacking ethics, truth, justice; de-
picting murder, theft; cursing or disgusting
habits; cruelty, showing a man being killed;
creating mass fears; showing use or sale
of opium ; depicting prostitution, sexual per-

versions, white slavery ; scenes showing
births; insulting foreign states; propaganda.
If any of the principles are violated, foreign
or local films may be banned after the code
comes into effect.

RKO Promo-hes Managers

Promotion of two RKO branch managers
has been announced by Herbert H. Green-
blatt, domestic sales manager. Don Conley,
branch manager in Des Moines, was trans-
ferred to Seattle, while Max Rosenblatt has
moved from Omaha to Des Moines. The
Omaha branch manager will be named later.

MOTION PICTURE HERALD, JULY 9. 1955

^J^oiiuwoocl Sc

^cene

A. I lied A r lists
Mtea€ly HVith
Big Program

Exhibitors will receive from Allied Art-
ists five top pictures before October, and
the company, proceeding with its ambi-
tiously capitalized program of quality films,
will produce at least 15 between now and
January, executive producer Walter Mirisch
pledged at a conference last week with news
men in New York, where he has been con-
ferring on the new program with home of-
fice executives.

Allied Artists also is interested in acquir-
ing for distribution the best in independent
and foreign pictures, to supplement its 35
films this year, Mr. Mirisch remarked.

The company’s top release program seems
to take this form, according to Mr. Mirisch.
“Wichita” and “Phenix City” will be re-
leased this month. Walter Wanger’s “Body
Snatchers” comes along in September, and
“The Warriors” in August and “Gunpoint”
in October.

These pictures are part of the $25,000,000
program Steve Broidy, president, announced
during his recent tour of exchange centers.
The money is to be spent on approximately
38 pictures during 12 to 17 months.

Among the 15 pictures are William Wyler’s
“The Friendly Persuasion,” starring Gary
Cooper; Billy Wilder’s “Arianne”; “The
First Texan,” “Jeanne” and “Legionnaire.”

“Man Who Would Be King,” which John
Huston was to make, is delayed, and the
company hopes Mr. Huston will begin an-
other one within three months, Mr. Mirisch
said.

He also disclosed that “Phenix City,”
photographed on the scene of the sensa-
tional story about gambling and crime in
the Alabama city of that name, will have as
an advance selling agent a 25-minute, two-
reel documentary for showing to civic
groups. The picture opens in Chicago
July 19.

New Terrytoons Character in
First CinemaScope Short

Terrytoons’ first CinemaScope short, “An
Igloo for Two,” introduces a new character,
Willie the Walrus. The cartoon’s world
premiere was ?.t Loew’s State theatre. New
York, recently and Paul Terry, head of
Terrytoons, Inc., said all Terrytoons pro-
ductions in the immediate future will also
be produced in CinemaScope. Other Terry-
toons characters created by Mr. Terry in-
clude Mighty Mouse, Heckle and Jeckle and
Dinky.

Mrs. A" to Paramount

“Gertrude Lawrence as Mrs. A,” the book
written by the late star’s husband, Richard
Aldrich, has been purchased by Paramount.
Melville Shavelson will direct. Jack Rose
produce and both will write the screenplay.

HOLLYWOOD BUREAU

The production level fell only slightly —
35 to 32 — over the long holiday weekend,
a kind of time when producing pictures
tends to lag if for no better reason than
because it’s hard to keep people genuinely
interested in their work while most of the
populace is working at nothing more ex-
hausting than relaxation.

The outstanding new undertaking prob-
ably is Universal-International”s “Benny
Goodman Story,” which will be a whopping
money-maker if it’s only fractionally as good
as the “Glenn Miller Story” of like trade-
mark. And, with Aaron Rosenberg produc-
ing and Valentine Davies directing, the
project might very well live up completely
to its tremendous forerunner. Steve Allen,
who has some television following and who
looks a little like Goodman, has the title
role, with Donna Reed opposite, but the
basic power of the picture figures to come
from the great Goodman bandsmen — Gene
Krupa, Harry James, Ben Pollack, Lionel
Hampton and others — -who, with the clarinet
king himself on the licorice stick, will be
pouring in the music. Technicolor should
make it look as good as it sounds, too.

Based on TV Show

Back in Brooklyn the independent Harris-
Meyerberg Productions began filming “Pat-
terns,” most people’s selection as the year’s
best television show, with Van Heflin head-
ing a cast that includes the incomparable
Everett Sloane and Ed Begley of the orig-
inal cast. Jed Harris and M. Meyerberg
are the co-producers, and Fielder Cook is
directing.

“The Last Hunt” is an MGM production
in CinemaScope and Eastman color, di-
rected by Richard Brooks, with Robert
Taylor, Stewart Granger, Lloyd Nolan and
Anne Bancroft in the cast.

Overseas the S. Reynolds company, pro-
ducing for United Artists release, began
shooting “Foreign Intrigue,” in Eastman
color, with Robert Mitchum and Genevieve
Page. Sheldon Reynolds is the producer.
Steve Previn is directing.

RKO to Release 10 Films
From 8 Independents

HOLLYWOOD: Eight independent com-
panies currently have 10 pictures in pro-
duction or various stages of preparation for
release by RKO Pictures, it was announced
by C. J. Tevlin, vice-president in charge of
studio operations. Two of the films are now
in production, Holt-Rosen’s “Texas Lady”
and Todon Productions’ “The Way Out.”
The five being edited include King Bros.’
“The Boy and the Bull,” Panamint Pictures’
“Bengazi,” Filmcrest Productions’ “Ten-
nessee’s Partner,” Edmund Grainger’s
“Treasure of Pancho Villa” and Todon’s
“Alison.” Scheduled to begin filming shortly

iiiiiiiiiiiiiiiiiiMiiiiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiiiii

THIS WEEK IN
PRODUCTION:

STARTED (4)

INDEPENDENT

UNITED ARTISTS

Patterns ( Harris-Meyer-

Foreign Intrigue (S.

berg)

Reynolds; Eastman

color)

MGM

The Last Hunt (East-

U-l

man color; Cinema-

The Benny Goodman

Scope)

Story (Technicolor)

COMPLETED (8)

ARC

MGM

Apache Woman

Tribute to a Bad Man

COLUMBIA

PARAMOUNT

Inside Detroit

Too Late My Love

Survivors Two

Anything Goes

INDEPENDENT

RKO RADIO

Bombay Flight 41 7

Texas Lady

SHOOTING (28)

ALLIED ARTISTS

RKO RADIO

Bobby Ware Is Missing

The Way Out (Todon

Prods.)

COLUMBIA

1984 (Holiday Prods.)

REPUBLIC

Picnic (CinemaScope;

Come Next Spring

Technicolor)

(Trucolor)

Joe Macbeth (Film

Locations, Ltd.)

UNITED ARTISTS

News Is Made at

INDEPENDENT

Night (Friedlob

Hired Guns (Ganna-

Prods.)

way-Ver Halen

A Kiss Before Dying

Prods.)

(Crown Prods.;

CinemaScope; East-

MGM

man color)

The Tender Trap

Alexander the Great

(CinemaScope; East-

(Robert Rossen;

man color)

CinemaScope; Tech-

Forever, Darling (Zan-

nicolor)

dra Prods.; Eastman

color)

U-l

I'll Cry Tomorrow

The Square Jungle

Guys and Dolls (Gold-

World in My Corner

wyn; CinemaScope;

Backlash (Technicolor)

Technicolor)

Away All Boats (Vista-

Kismet (CinemaScope;

Vision; Technicolor)

Eastman color)

Diane (CinemaScope;

WARNER BROS.

Eastman color)

The Court Martial of

BhowanI Junction

Billy Mitchell (U.S.

( CinemaScope;

Piets.; CinemaScope;

Color)

WarnerColor)

The Searchers (C. V.

PARAMOUNT

Whitney Piets;

Man Who Knew Too

VIstaVIsIon; color)

Much (VIstaVIsIon;

Sincerely Yours

Technicolor)

(WarnerColor)

Ten Commandments

Giant (WarnerColor)

(VIstaVIsIon; Tech-

Miracle in the Rain

nicolor)

llllllllllltlllllilllllMItllllllllllllllllllllllMIIIIMIII

are David Butler’s

“Glory,” Filmcrest’s

“Counterfeit” and Grainger’s “Great Day
in the Morning.”

MOTION PICTURE HERALD, JULY 9, 1955

Kaimus Reelected Head of
Technicolor for Six Years

The directors of Technicolor, Inc., and
the directors of Technicolor Motion Picture
Corp., last week voted to extend the con-
tract of Dr. Herbert T. Kaimus as general
manager for six years. He is also president
of both companies and has served in both
capacities since the organization’s inception.
Dr. Kaimus announced the board of direc-
tors of Technicolor, Inc. has declared a
dividend of 25 cents per share on the new
$1 par common stock, and 50 cents per
share on the old no par common stock, not
exchanged, payable July 22, 1955, to stock-
holders of record July 8. Dr. Kaimus also
announced the consolidated earnings of the
Technicolor companies for the first six
months of 1955 after taxes are estimated
to be 65 cents per share as compared to
32 cents per share for the corresponding
period in 1954. The directors of Techni-
color Motion Picture Corp. also voted to
amend the by-laws of the company to create
a new position of executive vice-president,
to which John R. Clark, Jr., w'ho was
formerly assistant to the president, has been
appointed.

"Queen" to Benefit
Children's Theatre

The premiere of 20th-Fox’s “The Virgin
Queen’’ at the Strand Theatre, Portland,
Maine, the evening of July 22 will benefit
the Children’s Theatre of that city. The pre-
miere. in addition to the usual attendance of

Jerry Pickman, Paramount advertising-
publicity vice-president, left New' York
last week for Rome for meetings on the
filming of “War and Peace.”

W'alter Branson, world wide sales mana-
ger for RKO Pictures, left last week for
a month’s business tour of RKO’s offices
in Europe.

A. Julian Brylawski, head of the Motion
Picture Theatre Owners of Washington,
D.C., has been presented with a plaque by
the National Safety Council for outstand-
ing achievement in public safety educa-
tion.

John B. Cron has been named director of
European sales for Screen Gems, Inc., and
general manager of Screen Gems of
Great Britain, Ltd.

Ben Goffstein, head of the Resort Hotel
Association of Las Vegas, was appointed

local and state personalities, will be enliv-
ened by the entertaining of some 100 TV,
radio and stage personalities and press rep-
resentatives from New York and Hollywood
and Boston. Bette Davis, star of the picture,
is a resident of Portland, and director of the
Children’s Theatre.

head of studio and TV relations for
Variety International. Robert Adleman,
president of the Philadelphia advertising
firm of Lohmeyer, Adleman and Mont-
gomery, w'as appointed International
Press Guy.

Louis J. Finske, who succeeded Leon D.
Netter, Sr., as president of Florida State
Theatres July 1, was honored by his cir-
cuit associates the same day at a luncheon
in the Hotel Roosevelt, Jacksonville.

Stanley Kolbert, treasurer of Interboro
Circuit, Inc., New York, will serve as
chairman of the Motion Pictures Division
in the 1955 Sister Elizabeth Kenny Polio
Foundation fund-raising campaign, to be
held in August.

Tyree Dillard, Jr., formerly of Loew’s
New York legal staff has been elected
president of the Berryville-Clarke, Va.,
Chamber of Commerce.

Open Georgia Drive-in

ATLANTA : One of Georgia’s largest and
most modern theatres. The South Express-
way drive-in, has been opened by Georgia
Theatre Company. It is located on U. S. 41
Expressw'ay South and built to accommodate
more than 1,000 cars.

COLUMBIA PICTURES ANNOUNCES THAT PRINTS OF THE FOLLOWING
PICTURES ARE NOW AVAILABLE IN OUR EXCHANGES FOR SCREENING

JAMES STEWART

CO'Sforrir

ARTHUR KENNEDY* donald CRISP • cathy O’DC

with WALLACE FORD • Screenflayby PHILIP YORDAN end FRANK BURT • Based upon the Si

A WILLIAM GO

Ql N EM aScoP^

r THE MAN

FROM LARAMIE

DNNELL- ALEX NICOL- ALINE MacMAHON

UURDAY EVENING POST story by THOMAS T. FLYNN • Oireded by ANTHONY MANN

ETZ PRODUCTION

COLOR bvTECHNICOLOR

FtanMelAINE Keefe BRASSEILE '

and introducing

CONSTANCE TOWERS

with leXJCy ivrAK,r,ow- wiLLrAivr Leslie

Screen Play by BLAKE EDWARDS • Produced by JONIE TAPS

Directed by BLAKE EDWARDS Color by lllUni'lwLUl\

SPIICIAI. DIELIVERY

starring

lOSEPH COHEN EVA BARTOK

with Niall Rene Robert Don Lexford

MacGINNIS • DELTGEN • CUNNINGHAM • HANMER • RICHARDS

Screen Play by PHIL REISMAN, Jr. and DWIGHT TAYLOR
Produced by STUART SCHULBERG and GILBERT de GOLDSCHMIDT
Directed by JOHN BRAHM • An N. PETER RATHVON Production

MOTION PICTURE HERALD, JULY 9. 1955

ALBANY

Public-spirited Albany and Troy theatres
lent their screens for a brief message on
behalf of retarded youngsters and lent their
lobbies for collections by women of Capital
Distiict Chapter Association for the Help
of Retarded Children, Inc. . . . Hope that
audience collections for Will Rogers Memo-
rial Hospital at Saranac Lake, during the
week of August 7, would yield $4,000 to
$5,000 in the exchange district was ex-
pressed by Harry Lamont, co-chairman with
Warner branch manager Raymond Smith.
Lamont expected his drive-ins to produce
$50 per unit — probably on a Saturday-Sun-
day schedule. . . . The circuits have pledged
cooperation in this important effort to aid
the fight on tuberculosis. . . . Another in-
dustry promotion, COMPO’s Audience
Awards Poll, will be launched at a meeting
of exhibitors, branch managers and sales-
men in 20th Century-Fox screening room
July 11. Widespread support has already
been indicated.

ATLANTA

George Ebersole, 20th Century-Fox Char-
lotte sales representative, just celebrated his
35 years with the company. . . . William J.
Anglin, 43, died at his home in Detroit,
Mich. He was a brother of Mrs. Rose
Lancaster, of Strickland Films Atlanta of-
fice. . . . The Jimmie Tringas, Florida the-
atre owner, who has his home base at Fort
Walton Beach, Fla., has added another lit-
tle baby to the family. This makes two
boys and one girl. . . . Glenn DeFallo, for-
mer manager of the Pala Fox drive-in,
Pensacola, Fla., is the new manager of the
theatre in Natchez, Miss. ... It is a baby
boy for the Norris Stephens, of the Stephens
Booking Service, Savannah, Ga. . . . Mr.
and Mrs. Oscar Howell (he is president of
Capital City Supply Co.), are off for a
vacation in Tennessee. . . . Tom Baldridge,
MGM’s press representative, was reelected
chairman of the Jay-Cee Memorial Fund
board of trustees. . . . Frank D. Rubel is
now part ow,ner of the Lee theatre. Fort
Myers, Fla. . . . P. J. Henn, Henn theatre,
Murph}-, N. C., was here visiting. . . . Alvin
Glazebrook has been appointed manager of
the Colonial theatre, Valdese, N. C. He re-
places Kenneth Benfield, who has been
named manager of the Colonial, Hickory,
N. C.

BOSTON

Bob Hope’s visit to Boston on the eve
of opening “Seven Little Foys’’ at the
Paramount and Fenway, attracted wide
press, radio and TV attention. Press and
other interviews were arranged by Arnold
Van Leer, Paramount publicist. . . . Eleven
members of the Projectionists Union gave
blood for Joe Liss, Stanley Warner dis-
trict manager, given a 50-50 chance of pull-
ing through at Worcester Hospital after a
highway accident. . . . Robert Coyne,
COMPO general counsel, explained exhibi-
tors’ parts in the Audience Awards plan at
a kick-off meeting in the Hotel Bradford,

arranged by the publicity committee, in-
cluding Paul Levi, Arthur Lockwood, Jack
Saef, Edward Lider, Erank Lydon, Charles
Kurtzman and Harry Feinstein of New
Haven. . . . Three new branch managers,
Caspar Urban, Paramount, A1 Levy, 20th-
Fox, and William Kumins, Paramount, were
greeted by 160 fellow members of the in-
dustry at a Bradford Roof “New Faces”
luncheon sponsored by the Variety Club of
New England. Michael Redstone, Redstone
Drive-In Theatres president, replaced chief
barker Walter A. Brown, who could not be
on hand, as chairman. Theodore Fleisher,
president of Interstate Theatres, served as
emcee.

BUFFALO

E. K. (Ted) O’Shea, vice-president.
Paramount Pictures Dist. Corp., in town
the other day and getting in shape with
a rub in the Buffalo Athletic Club. . . . Art
Krolick, district manager, UPT, Buffalo
and Rochester, returns Monday from a
week’s vacation, part of which was spent in
Toronto. . . . P. Robert Meinhard, manager
of the amateur still products advertising
division of Eastman Kodak in Rochester,
retired July 1. He joined Kodak’s industrial
relations department in 1920. Will move to
southwest with his family. . . . Buffalo was
jammed with big pictures for 4th of July
week, sort of an inducement for folks to
stay in town and enjoy the big shows in
cool comfort. . . . The page ad in the New
York sheets showing the “Seven Little
Foys” arriving in Gotham aboard an Amer-
ican Airlines DC-7 was featured on a 30x40
poster, made up by Charlie Taylor and
placed in the local office windows of Amer-
ican and tying in the local showing of the
picture at the Buffalo Paramount . . . Jim
Fater got a big welcome home at the Uni-
versal branch when he returned to the sales
staff there last week and where he former-
ly had been a salesman for many years . . .
Bill Brett, now managing both the Skyway
Lakeshore and Niagara, reports business
good in both spots and the miniature golf
course at the latter garnering a lot of extra
money.

CHICAGO

Kathleen Roberts of the Albert Dezel
company left for a six weeks’ trip on the
Continent. . . . Sam Kaplan of the same
organization is taking an extended business
trip through the Louisville and Indianapolis
area. . . . Clyde W. Eckhardt and Mrs.
Eckhardt, well known on Film Row, are
here from California to visit with family and
friends. . . . E. Montemurro, of Movietone
News, returned from Istanbul where he was
among the guests attending the opening of
the new Hilton Hotel. . . . Lester Stepner,
manager of the Evanston theatre which held
its formal opening July 1, announced that
they will follow a single feature policy with
a special children’s matinee on Saturdays.

. . . The Calo, which also reopened July 1,
will likewise follow the single feature policy
with a program change twice weekly. . . .

Herb Ellisburg, manager of the Piccadilly
theatre, returned to his chores following a
10-day illness. Rose Dunn, manager of the
Hyde Park, returned from a New York
holiday. . . . The Howard theatre has been
completely redecorated.

CLEVELAND

Sam Shubouf, local Loew manager is
back from a vacation in Boston and points
east. . . . Local Lion’s Club sponsored an
orphan Saturday morning show of “Wizard
of Oz” at the Stillman, providing all trans-
portation, free candy and popcorn. . . . Art
Brown succeeds Edward Richardson as man-
ager of the Granada theatre. . . . James
Kalafat, “Andy” Anderson and J. Stuart
Cagney are owners of a new Crestline Voy-
ager, launched this week at the Lakeside
Yacht Club. . . . Cleveland Salesmen’s Club
holds a screening and Smorgasbord July 16
at Harry Mamolen’s Euclid Ave. place.
Club’s annual picnic, scheduled for June 25,
was postponed to August. . . . Jerry Rein-
hart closed the Mozard theatre. Canton.
Property is reportedly to be converted to
parking space. . . . Leo Jones’ son Dick
enters Notre Dame University in the fall.
Jack Lewis, RKO salesman, married Peggy
Holiday July 1. . . . Dueber theatre. Canton,
closed July 5.

COLUMBUS

Governor Frank Lausche vetoed the State
House underground parking garage bill
passed by the Ohio Legislature. The chief
executive said the garage, which would
have given much-needed parking relief for
downtown theatres, would put the state in
the commercial garage business. Proponents
believe they can muster enough votes to
override the veto. . . . “The Seven Year
Itch,” after one of the biggest weeks in
recent RKO Palace history, went into a
second week. . . . Mrs. Ethel Miles is book-
ing a variety of stage acts in the East Main,
North High, Scioto Drive and West Broad
drive-ins. . . . Loew’s Ohio has a sneak pre-
view of Bob Hope’s “The Seven Little
Foys.” . . . “Love Me or Leave Me” went
into a second week at Loew’s Ohio. . . .
Mrs. Erva Swysgood has been appointed
secretary to Robert Wile, secretary of the
Independent Theatre Owners of Ohio.

DENVER

J. M. F. Dubois, free lance newsreel
cameraman, flew to Scottsbluff, Neb., to get
pictures of a destructive tornado for the
newsreels. . . . Scotty Allan, Noth Platte,
Neb., theatre man, in for the opening of
horse racing at Centennial race track. . . .
Lou Kolocheski, head booker, and Walter
Coven, shipper. Paramount, vacationing. . . .
Beth Hall, previously secretary to Mayer
Monsky, Universal branch manager, back
on the job. . . . John Allan, Dallas, Tex.,
southwestern division sales manager, was
in for conferences with Henry Friedel,
branch manager. . . . Alma Simpson, re-

(Continued on following page)

MOTION PICTURE HERALD. JULY 9. 1955

(Coiitimu'd from preceding page)

tired contract clerk, iVIetro, taking a three-
month tour of Europe. . . . Clarence Cal-
land, owner of the Iris, Edgemont, S.D., is
building a 300-car drive-in there for open-
ing this month. . . . The West, formerly
the E’nique, Gunnison, Colo., reopened after
extensive remodeling and addition of
Cinemascope. Dave Davis, general man-
ager for Atlas Theatres, owner, went over
for tlie reopening. . . . C. U. Yaeger, presi-
dent Atlas Theatres, has moved Eddie
Specht from Salida to Lamar as city man-
ager, and Ered Allusie, assistant at Salida,
becomes city manager. . . . Theatre man-
agers and other executives of Fox Inter-
Mountain Theatres, and personnel from
National Theatres of Wisconsin, Detroit,
Philadelphia and New York, will attend a
meeting July 12-14 in Denver, attended
also by Elmer Rhoden, National Thea-
tres, president, and presided over by Frank
H. Ricketson Jr., Fox Inter-Mountain presi-
dent.

DES MOINES

The Valley theatre at Eddyville has been
closed. IManager Dwight Hanson gave “lack
of business” as the reason for darkening
the house. Hanson, who operates the thea-
tre at Rockwell City, will continue that op-
eration. . . . Dr. J. F. Hardin says he is
planning to open the rebuilt theatre at Bed-
ford about the middle of September. . . .
Two more theatres in the state have in-
stalled new equipment for the showing of
CinemaScope films. They are the Ogden at
Ogden and the drive-in near Mason City.
. . . Plans for a $40,000 community theatre
in Council Bluffs have been approved. The
theatre is expected to seat 600 persons.
. . . Hazel Hudson, Vern Stephens and Lois
Lohr have returned to Warners from their
vacations. . . . Beatrice Madsen is the new
Warners PBX operator. . . . Bill Lyons,
Columbia second booker, has been trans-
ferred to the Omaha exchange where he will
be head booker. . . . Phyllis Kost, Columbia,
is vacationing in the Ozarks. . . . Bob
Hensley, Columbia shipper, is a father for
the third time. This one is a boy, named
Michael. . . . NSS is planning an office
party for early in July.

DETROIT

“This Island Earth” promotion includes
a plea for any or all who have authentic
pictures of flying saucers to show them to
the Palms management. A savings bond is
promised the lucky snapshooters. Henry
Maday, Detroit Flying Saucer Club presi-
dent, is the judge. ... At the Michigan
theatre opening of “Not As a Stranger,”
each of the first 50 patrons was presented
with a record of Frank Sinatra singing the
title song. . . . Mrs. Ernest Conlon, wife
of the Allied executive secretary, died re-
cently. . . . 20th-Fox is planning a huge
party for Joseph Lee, Detroit manager,
commemorating his 30th anniversary with
the company. . . . The annual Allied golf
tournament at Tam O’Shanter CC closed
most of the exchanges and business offices
June 27 to allow a maximum attendance.
. . . Otto Eberts, RKO head, and his son,
based in Puerto Rico, met at an Indianapolis
vacation. . . . Old time comic, George K.
Arthur was through on a selling trip and
doing the city with Sol Krim.

80 YEARS OLD-STILL
VERY MUCH ON JOB

SAN FRANCISCO: Can anyone top this
record? Bill McCarthy, above, mainte-
nance man at RKO Golden Gate theatre
here, and the oldest working stage hand
in the local union, recently celebrated his
80th birthday — on the job, of course. He
started at 14 with the old Bostock & Ferrie
Carnivals and worked with various shows
throughout the country. He was a boxer,
and a contender in the middleweight divi-
sion at the turn of the century. Mr. Mc-
Carthy has spent some 60 years in show
business. For many years he was top set
builder for the Fanchon & Marco and Fox
Studios in Los Angeles. According to Mark
Ailing, manager of the Golden Gate
theatre, "Bill McCarthy is a master crafts-
man and, despite his advanced years, he
still does the best job around here."

HARTFORD

Opening of the $200,000 drive-in theatre
being built by Lockwood & Gordon Enter-
prises at Bridgeport, Conn., is slated for
July 20. The theatre, to be known as the
Pix drive-in, will have a 70-cents admission
scale, according to Douglas Amos, who is
Lockwood & Gordon’s Hartford division
manager. Don MePhee, now assistant man-
ager of the Danbury (Conn.) Drive-In, will
serve as manager. . . . Sperie Perakos, gen-
eral manager of Jerakos Theatre Associates,
New Britain, Conn., has been elected pres-
ident of the Yale Club of that city. . . . The
Lyric, operated by Hartford Theatres Cir-
cuit, has adopted a 50-cents admission scale
at all times for adults. The reduction from
60 cents had initially been tried for matinees
only. . . . h ilmtronics, Inc., of New London,
a new Conn, corporation, has filed a cer-
tificate of incorporation with the Secretary
of State’s office. Incorporators are Robert
L. Perry, Wallace Abrams and Mario
Romano. . . . Albert Clarke has been named
manager of the Bijou theatre, Springfield,
Mass., .succeeding Ralph Carenza, who has
resigned.

INDIANAPOLIS

Greater Indianapolis will reopen the
Lyric Sundays only for a two-a-day hill-
billy show starting July 17. The house was

closed recently for the summer. . . . Ex-
hibitors from Indiana and Kentucky repre-
sented by Affiliated Theatres held their an-
nual meeting here Tuesday. ... A new
drive-in is under construction by Carl
Stewart on state road 37 between Blooming-
ton and Bedford. . . . Variety members Win.
A. Carroll, Robert Conn, Murray Duvaney
and Robert Jones have been elected to the
board of United Cerebral Palsy along with
Marc Wolf, a hold-over director. . . . Bill
Reinecke has resigned as assistant manager
of the Indiana to leave theatre business.
. . . Better than average trade was reported
by all first run theatres over the holiday
weekend except those with hold-overs.

JACKSONVILLE

Jerry Gold, president of the Motion Pic-
ture Exhibitors of Florida, and his brother
Louis were here from Pahokee to make pre-
liminary arrangements for the MPEOF’s
fall convention, which is held here annually
at the Roosevelt Hotel. . . . Bob Pollard,
Republic salesman, came in from his Tampa
office. . . . Oliver Matthews, U-I’s head
booker, said that the local U-I branch
achieved second place nationally and first
place in the South during the company’s
“Charley Feldman Drive,” January 1-
April 30 of this year. . . . Many holiday
motorists were being stopped by Jackson-
ville Beach police to receive tickets — to the
movies. The drivers were all safe drivers
and the stunt was a promotion by Jess
Marlowe, manager of the Beach drive-in
theatre, to help police promote traffic safety.
. . . Carroll Ogburn, Warner branch man-
ager, spent part of the week in Miami with
Florida State Theatres and Wometco execu-
tives. . . . Harley Bellamy, St. Johns as-
sistant, circled the State on a vacation tour.
. . . Thomas P. Tidwell, 20th-Fox branch
manager, and his assistant Bob Stevens,
were back from a visit with Carl Floyd in
Haines City. . . . Bill Beck, manager of the
Five Points theatre, flew to Canada for two
weeks’ of fishing. . . . Herb Ochs has
acquired two Tampa drive-ins, the 40th
Street and the Auto Park, from S. E. Brit-
ton, the former owner.

LOS ANGELES

The Film Row Club of Los Angeles
made a donation of plastic covers to the
Budlong School for Handicapped Children.
These covers, which were presented by Max
Factor, Paramount sales manager, and Mor-
rie Kleinman, are used by the school with
therapy mats. . . . The El Rancho theatre in
Moor Park has been closed by John Hatcher.
... A visitor here was Ernesto Ruffino, head
of the Luzon Theatres in the Philippines.
. . . Bob Kronenberg, of Manhattan Films
International, returned from a business trip
to San Francisco. . . . Also returning from
visits to the Bay City were Lester Blum-
berg of the Principal Theatres; Jim Velde,
western district manager for United Artists ;
and Jerry Zigmond, western division man-
ager for United Paramount. . . . The office
personnel of the Warner exchange held
their annual picnic June 28 at Griffith Park.
. . . In the anniversary department were
Mr. and Mrs. Lou Berman, who celebrated
their 33rd anniversary, while the Jules
Blyands (he operates the Alvardo theatre
here) celebrated their 13th. . . . The Sher-
wen Corp., headed by Harold Wenzler, has
taken over the Roxy theatre in Glendale,

(Continued on opposite page)

MOTION PICTURE HERALD, JULY 9, 1955

(Continued from opposite page)

which was recently shuttered by Grover
Smith. . . . Las Vegas lured Saul Mohi of
the Lankershim theatre in North Holly-
wood, for a brief vacation. . . . Morrie
Abrahams, Columbia exploiteer, returned
from Salt Lake City.

MEMPHIS

Nine acres of land on Jackson Avenue in
Memphis, in the heart of a rapidly-grow-
ing northeastern section of the city, have
been purchased as the site for a drive-in
theatre and a new corporation will be
formed to construct and operate it, M. A.
Lightman, Jr., vice-president of Malco
Theatres Inc., announced. . . . Memphis
CIO council went on record as opposing
authorization by the Government of a pay-
as-you-see television system. “Working
people would be hardest hit,” said a resolu-
tion passed by the large Memphis labor
council representing all CIO unions in the
city. . . . Plaza theatre at Memphis staged
a theatre party for the Fun Over Fifty Club
at which “A Man Called Peter” was shown.
. . . A. J. Protas, owner, closed the Dixie
theatre at Mansfield, Ark., indefinitely and
went on a vacation trip. . . . Max Connett
has bought Strand theatre at Kosciusko,
Miss. . . . E. E. Reese, owner, has finished
his 250 car Twilite drive-in at Bruce, Miss.,
and it is open to the public. . . . Abner
Lebovitz of the Skyvue Amusement Co., has
bought Skyvue drive-in at Memphis, one of
the largest outdoor theatres in this section of
the country. . . . James E. Castle has bought
Joy theatre at Pontotoc, Miss, and will book
and buy in Memphis.

MIAMI

That “Interrupted Melody” has interested
Miamians is proven by its above average at-
tendance but there are three Miamians who
have a personal interest in the story of
Marjorie Lawrence’s triumph over polio.
These include her father-in-law, sister-in-
law and brother-in-law who say that their
famous relative plans to move to this area
to take advantage of our healthful climate.
. . . Working on exploitation for “Cobweb”
was Judson Moses who was down from
MGM’s Atlanta office. . . . The Sidney
Meyers were happy to be back from New
York where Mr. AI. had a successful spinal
operation. . . . Elmer Hecht, Wometco
executive, was spending some time at a local
hospital for extensive check-ups. . . . Para-
mount manager Charlie Whitaker was en-
joying a vacation spent at home, far from
the maddening mob that was storming the
theatre’s doors to see “Seven Little Foys,”
according to Fred Hughes, his assistant.
. . . The Mitchell Wolfsons, have left for an
extended vacation of several months which
will take them up through Canada, back
down into the states and then on to their
mountain home in the Carolinas. . . . Jerry
Lewis in to entertain needy children.

MILWAUKEE

Vacation bound are many from the RKO
exchange here. John White, cashier, left
for California. John Radke, head shipper,
is going to Florida and Cuba, and Helen
Harsh, head inspectress, is going to Seattle.

. . . Oliver Trampe announced that Robert
Koebb is the new assistant booker at the
Allied Artists exchange here. ... In town
along Film Row was Eddie Safeer, Buena

Vista. . . . The board of directors and their
wives were invited out to the Ray Trampes’
place on Phantom Lake for a meeting and
a day of relaxation.

MINNEAPOLIS

A thief stayed for the late show at the
neighborhood Rialto and when everyone had
gone home, took a claw hammer belonging
to the theatre to break into the ice cream
and soft drink machines. John McCashlin,
manager, said the loss was undetermined.
. . . Milt Lipsner, branch manager of Allied
Artists in Washington, D. C., was a Film
Row visitor. . . . Leslie Bird, manager of
the Campus, an art house, was married to
Shirley Loija at Sebeka, Minn. . . . Jay W.
MacFarland, branch manager of NSS, va-
cationed at his lake home near Glenwood,
Minn. . . . Ethel Curtiss, former contract
clerk at Columbia, and now a booker’s clerk
at 20th-Fox in Washington, D. C., was an-
other Film Row visitor. . . . Ernest Schweig-
erdt, exhibitor at Miller, S. D., visited the
exchanges. . . . Geraldine Holdvogt, assist-
ant cashier at Columbia, was married to
Dennis Stalberger. . . . Irene Fraser, cash-
ier at NSS, vacationed in southern Illinois
and Missouri. . . . Ivan Fuldauer, MGM
midwest press representative, was in.

NEW ORLEANS

Harold Authenreith assumed operation of
the Joy drive-in, Milton, Fla. which was
closed several months ago by the Fred T.
McLendon Theatres. ... A thief entered
the booth at the Palm drive-in, Pensacola,
Fla., struck the 17-year-old ticket seller,
Fred Brown, on the head with a bottle and
robbed him of $150 plus. The man struck
from behind before Brown could call for help
. . . R. S. Price has reopened the briefly
closed Rex, Osyka, Miss. . . . N. Solomon
Theatres, McComb, Miss., headed by T. G.
“Teddy” Solomon, acquired ownership of
the Star, Natchez, Miss., from Charles
Morel and the Warrington drive-in, War-
rington, Fla., from S. E. McDaniel, opera-
tor of drive-in theatres in Marianna, Fla.
. . . Frank Pasqua shuttered the Gonzales,
Gonzales, La. . . . The Rio drive-in, Vidalia,
La. resumed operation after nearly a
month’s closing due to screen tower repairs
which was badly damaged in a storm. . . .
Dixie Theatres closed the sub-run Rex in
Hammond, La. . . . Russell Elliot reopened
the Hi Way drive-in. Bay St. Louis, after
a brief closing by the previous operators,
Mr. and Mrs. Neilius Rhodes. . . . Wm. H.
Sudor, of the Army Motion Picture offices,
Atlanta, announced that Theatre No. 1,
Camp Polk, Leesville, La., reopened.

OKLAHOMA CITY

“The Prodigal” was playing at four sub-
urban theatres in Oklahoma City this week.

. . . The Moonlite drive-in theatre at Still-
water, Okla., has installed a “giant” new
screen. . . . The Jake theatre, Shawnee,
Okla., held a penny day June 29. . . . Sky-
vue drive-in theatre, Ponca City, Okla., and
the Airline drive-in theatre at Ponca City,
Okla., admit children under 12 free. . . .
“This Island Earth,” now showing at the
Warner theatre, is giving space man bal-
loons free to all children attending the show.

. . . Twilight Gardens drive-in had a big
fireworks display July 4. . . . Barton Thea-
tres had a Davy Crockett display in fire-
works at each of their eight drive-in thea-
tres July 4.

PHILADELPHIA

The first drive-in in the territory operated
by a church was opened near Lancaster,
Pa., known as the Drive-In Church, and
operated by the Lancaster Gospel Center for
the showing of religious films on Sundays.
. . . E. G. Wollaston, manager of the State,
Harrisburg, Pa., named treasurer of the
newly-formed Downtown Harrisl)urg Busi-
nessmen’s Association, also serving on the
group’s Board of Directors. . . . Jack Harris’
Exploitation Pictures will handle the Gibral-
tar releases in Pennsylvania, starting with
“A Life at Stake.”. . . A. M. Ellis, the movie
chain owner, has turned over his Castor in
the Northeast section of the city on Sunday
mornings to a new priest assigned to start
a new parish in the area. . . . Dr. Bernard

L. Kahn, official doctor for the Stanley
Warner Theatres for many years, was feted
by circuit officials on his 70th birthday with
a dinner at the RDA Club. . . . Mrs. Edna
R. Carroll, former chairman of the Pennsyl-
vania State Censor Board, serving as a
captain of the current Multiple Sclerosis
Drive. . . . She has also signed with the
Harry Biben Theatrical Agenc\ here for
lectures and speaking engagements. . . . The
Sablosky interests, operating the Norris,
Norristown, Pa., withdrew their anti-trust
action in U. S. District Court here against
Buena Vista Film Distributing Company on
getting playdates for “Davy Crockett, King
of the Wild Frontier.”. . . Irving Rossheim,
owner of the Midway, Allentown, Pa., filed
an antitrust suit in U. S. District Court
against other area exhibitors and the major
distributors, charging conspiracy to deprive
him of product.

PITTSBURGH

The Harris gets Jimmy Stewart's new
one, “The Man From Laramie” following
its current “Foxfire.” . . . A1 Weiss, owner
of the Liberty and Capitol theatres in near-
by McKeesport, and his wife Helen cele-
brated their 25th wedding anniversary with
a trip to Miami. . . . “Bedevilled,” which
has been on and off the Penn booking chart,
is on again. . . . Fred Kunkle, assistant
manager of the Penn, vacationing in Ocean
City and New York. . . . “Cinerama Holi-
day Tri-State Week” well promoted by Art
Manson, gave the Warner a terrific week.
. . . “The Green Scarf,” heading for a 12th
week in the Guild, continues to amaze local
Film Row. . . . Bob Hope’s personal ap-
pearance on the Stanley stage was emceed
by Buzz Aston and Bill Hinds, two top
local TV personalities. ... A top social
event of the summer season was the wed-
ding of Barbara Silver, daughter of the

M. A. Silvers, to Jacob H. Deutschann of
Newton Falls, Mass. Silver is the Stanley
Warner zone manager for this area. The
Harry Kalmines came on from New York
for the wedding. . . . Murray Harris, Dubin
and Feldman account executive, and Bever-
ly Schulberg announced their engagement.

PORTLAND

First run business is booming here de-
spite the many transient name attractions.
House managers are all starting to do more
promotion campaigns that are paying off at
the box office. ... Fox theatre manager
Oscar Nyberg had a big promotion on
“Seven Year Itch” and set a new house
record with near capacity business for the

(Continued on foUoiving page)

MOTION PICTIDRE HERALD. JULY 9. 1955

(Coiiti)iucd front prccaUitg page)

entire first week. . . . Guild theatre man-
ager Marty Foster is back at his desk after
a business trip to the Bay Area and Los
Angeles. . . . Evergreen's Oregon district
manager Russ Brown also is back at his
desk after a trip to the film capitol. . . .
Judy Garland set to appear here the middle
of July with heavy advance seat sale. This
will be her northwest debut. . . . RKO
branch manager Dick Lange is nursing his
arthritis. . . . Journal drama editor Arnold
Clarks was off to Seaview for a short rest.

. . . Dick Xewton has new outfits for his
Paramount theatre usherettes.

PROVIDENCE

The ^lajestic was the locale of the New
England premiere of “The Seven Year Itch.”
. . . Another premiere took place locally
when the Avon Cinema presented the first
R. I. screening of “The Little Kidnappers.”
. . . Dave Levin, RKO Albee manager,
scored with extensive exploitation in anti-
cipation of the forthcoming “Davy Croc-
kett.” . . . William J. Trambukis, Loew’s
State manager, was enjoying a week of his
annual summer vacation. . . . The Somerset
Playhouse, a member of the straw-hat sum-
mer stock circuit, opened the season with
“The Tender Trap” starring Sloan Simp-
son. Outstanding among the film-players to
make personal guest appearances at the
Somerset will be Jeffrey Lynn who will star
in "The Caine Mutiny Court Martial,” the
same vehicle he will appear in at Matunuck’s
Theatre-By-The-Sea.

TORONTO

The Hamilton Spectator has Walter
Hardaker writing the amusement column
once handled by John Robinson and lat-
terly Jane Baker. John “Robbie” Robinson
as he was known among the managers is
writing a personalized column on the second
front section each day. . . . The Avalon,
Downtown and Cinema, units of Famous
Players Canadian Corp., in Hamilton, were
hooked up on a day-and-date policy, begin-
ning with “Son of Sinbad.” . . . Dan Kren-
del. Famous Players Ontario District “B”
supervisor, is holidaying in Florida with
his wife. . . . William J. Singleton, director
of sales and services at Associated Screen
News, has resigned, effective July 31. He
succeeded Ben Xorrish as president in
March, 1953 following the latter’s retire-
ment. He had been the general manager
from 1948 to 1954, assuming his present
post in the recasting of the executive struc-
ture following the acquisition of ASN by
Paul Xathanson and Maxwell Cummings
early in 1954. . . . Graydon A. Matthews,
veteran of the distribution section of the
Canadian motion picture industry, died in
Montreal following a lengthy illness at the
age of 56. At the time of his death he was
Saint John branch manager for J. Arthur
Rank Film Distributors ("Canada) Ltd. and
its Cardinal Films Division.

VANCOUVER

Ivan Ackery, of the Orpheum, is bene-
fitting from child support on “Davy
Crockett,” with plenty of special tie-ins.
The juveniles keep the 3,000-seater filled
until around 5 p.m. but night business is
only fair. . . . Established drive-in operators
who plan to expand, as well as prospective
drive-in builders, are faced with mounting

real estate costs with shopping centers here
competing for acreage. This is the experi-
ence of many outdoor theatre owners in
British Columbia and Alberta. Exhibitors
seeking new locations also are finding them-
selves bidding against home builders. This
means that many drive-ins are being forced
further away from city and suburban areas.

. . . The YMCA community theatre at Field,
B. C., operated for 20 years for railroad
men, has closed. The new long-distance
trains no longer change crews at Field so
there’s no need for films. . . . Ray Lowdon,
of the Lougheed drive-in, Burnaby, got a
bad break when his youngster was hospital-
ized with polio. . . . The Ridge drive-in
near Haney, which opened a year ago, has
closed. . . . The North Star drive-in at
Langley, also has closed. Both are in the
Fraser Valley area.

WASHINGTON

George Kelly, Paramount Pictures sales-
man, was married June 25 to Jane Harrell,
Paramount booker. . . . Ike Ehrlichman,
Universal Pictures sales manager, and Mrs.
Ehrlichman, are the parents of a new baby
son. . . . The Vernon theatre in Alexandria,
celebrated its 25th anniversary. . . . Sara
Young, 20th Century Fox booker, is vaca-
tioning in Florida. . . . Sympathy is ex-
tended to Mr. and Mrs. Frank B. Stover,
of the Alexandria Amusement Co., who re-
ceived news that their son, Lt. Frank B.
Stover, Jr., was missing when his plane
crashed off Edenton, North Carolina. . . .
The Variety Club is getting its committees
set up for the 1955 Welfare Awards Drive,
the Golf Tournament and Dinner Dance, and
the Dinner Dance Program.

Pledges for Hospital Fund
Theatre Collections Rising

The number of pledges for theatre col-
lections to help the Will Rogers Memorial
Hospital Fund is rising satisfactorily, S. H.
Fabian, national chairman of the special
drive, announced at the New York office
this week. He added his committee is “de-
lighted” with support by drive-in theatres.
He said these types of theatres are potential
sources of badly needed funds. He believes
that with the coast-to-coast Telethon and
active support by trade publications, more
theatres will be enrolled than at any time
since the March of Dimes.

Expect 1 00-Theatre Network
For Marciano-Moore Fight

The largest closed-circuit telecast hookup
in history will be assembled for the heavy-
weight championship fight between Rocky
Marciano and Archie Moore, September 20,
from Yankee Stadium, New York, it was
announced by Nathan L. Halpern, Theatre
Network Television president. More than
100 theatres are expected to join the hookup,
which would surpass the 83-theatre pre-
vious high for the Marciano-Don Cockell
fight held May 16. The size of the network
will be increased by the use of TNT owned
and operated large-screen projection equip-
ment, the company added, and 60 of these
units will be moved into theatres that do
not have their own large screen projectors
as yet.

Sales Tax an
Shaating Cut
In Canada

TORONTO : A change in the manner in
which the sales tax is imposed in Canada
is expected to result in increased motion
picture production in both 16mm and 35mm
— in this country.

Whereas formerly the sales tax of 10 per
cent was imposed on the total cost of pro-
duction it is now based on 10 per cent of
the total based on nine and a half cents a
foot. For example: a 22-minute, 16mm film
costing $25,000 formerly carried a sales
tax of $2,500 added to the cost. However,
under the new regulations, the 800-foot film
would be charged $7.60 sales tax, taking it
at 10 per cent of nine and a half cents a
foot.

The footage is based on the original foot-
age in which the production value is con-
centrated as distinct from release prints, the
value mentioned to include sound strip, if
any. No change was made on the excise
tax on release prints: 10 per cent on the
actual invoice to the customer.

There is exemption from the sales tax
on any films classified as educational by
the National Film Board. The new tax is
applicable to both 16mm and 35mm, black
and white or color.

Coincidental with the announcement by
the Government of the sales tax reduction
were announcements from two motion pic-
ture producers of construction plans for new
studios. In Vancouver, construction already
has begun for buildings covering 10,000
square feet, costing $45,800 for Lew Parry
Productions, Ltd. The building will include
all needed facilities for production, while
Peterson Productions of Toronto is plan-
ning a studio on an acre of land, with a
45,000 square foot sound stage, on the city
limits.

Disneyland Premiere
Set for July 17

No angle of coverage and certainly no
piece of necessary equipment is being over-
looked by the American Broadcasting Com-
pany for the highly touted opening of “Dis-
neyland,” Cal., the evening of July 17. The
network show will be entitled, “Dateline
Disneyland.” The dedication activities at
the 60-acre Anaheim, Cal., playland, will be
covered, as an instance, by 24 cameras, said
by ABC to be the greatest number ever
used ; “zoomar” variable focus lenses and
many others of special purpose ; five miles
of camera and 10,(X)0 feet of coaxial cable; a
micro wave communications system to co-
ordinate technical personnel, along with
five control rooms ; and other technical fac-
tors. Frank Mar.x, engineering vice-presi-
dent, this week declared the single pickup
will be the most complex in the history of
television. More than 100 engineers are in
on the planning.

MOTION PICTURE HERALD. JULY 9. 1955

An International Association of Motion Picture Showmen — Walter Brooks, Director

the Ticket Wetk^kcp^,

Dear students: Now that you

have finished your short course in
]\IGM’s College of Useful Knowl-
edge— Professor Simon’s regional classes in
“Ticket-Selling” on tour — and you have
your diplomas, we would like to discuss a
common phenomenon in curricular activi-
ties of this order, both here and there,
around the table. We have an excellent ob-
servation post, and the opportunity to com-
ment, from a safe distance.

What we want to know is — when so
many good ideas for ticket-selling and
showmanship are interchanged between
working managers in these meetings, then
WHY is it that so few will follow a good
example, when it is presented in tangible
form, for their own benefit? It’s a problem
of diminishing returns, rather than the ex-
tension of a privilege to many more who
might profit. They drop out of class too
soon, without even trying new ideas.

Professor Simons will tell you — they
come to listen, but they seldom follow the
leadership offered in their scholarship. More
than 7,000 members of this Round Table,
and 7,000 who have attended the Work-
shops, have heard ideas and suggestions that
could — and should — be used on their own
home grounds, but the results don’t show in
any volume. Mike is more fortunate than
we are, in that MGM has thirty-five field
men in local areas, to pound ideas home,
along lines laid down in 24 Workshop ses-
sions, across the continent. He has more
luck in the follow-up.

We’ll give you an example of what we
mean, outside of the Workshops, and in our
mail from across the border. Consider Mel
Jolley’s very successful “Junior Press Club”
at the Century theatre, Hamilton, Ontario,
which is the best children’s show idea in
our book. It is sponsored by the Hamilton
Spectator, and the friendly newspaper has
given thousands of dollars in prizes, thou-
sands of inches of free space, and their
genuine enthusiasm in making this idea
profitable for all concerned. The kids have
to wear their badges to obtain special ad-
mission prices at the box office.

"DAVY, DAVY CROCKETT"

The advertising trade press is wondering
out loud “if the Davy Crockett fad is going
to last?" The researchers say Davy has all
the elements, symbols, a carrying device
(the song) and he fills every need. They
are counting on this phenomenal little
fellow to “endure at least until year's end."
We'll venture the prediction that Davy will
be going strong for a great deal longer.

The fur trades were first to find it out,
when the terrific demand for Davy Crockett
hats pulled them right out of a deep de-
pression. They sold every scrap of fur big
enough to fit a youngster, and made the
hats a premium item in many stores. The
records have hit 7,000,000 sales, which is
far and away above any score in the music
trades. We know that the youngsters have
been anxious to drop their out-moded cow-
boy suits and Davy Crockett has everything
that intrigues the youthful imagination.
"The King of the Wild Frontier" is the
biggest hit with the moppets in twenty
years of children's shows.

Actually, film industry is slow climbing
aboard this fast moving vehicle for mer-
chandising children's attractions. Even the
original Disney film was made first for
television and later for theatres. The woods
are full of Indian fighters who are in the
public domain, and there are even political
parodies on the subject, aimed at a candi-
date for president who also wore a coon-
skin cap, without starting a vogue. Don't
diminish the original.

There are thousands of cities and towns
where this same plan will work as well, and
it may be improved in multiple use across
the continent. The Round Table is filled
with “one time shots” that can be duplicated
by a thousand others, but it seldom happens.
We don’t want to be repetitious and we like
to keep our meetings filled with new ideas.

^ SMARTEST stunt of the month was
Columbia’s telephone answering device
whereby if you dialed the right number in
a dozen key cities, you heard the unmis-
takable voice of Jimmy Stewart, who told
you about “The Man From Laramie” —
and thanked you for calling. The stunt was
so successful in New York they had to
discontinue PLaza 7-8570 after three days,
because “it swamped the switchboard” —
even with ten leased wires and automatic
tape-recording play-back mechanism. Co-
lumbia says “it was expensive” — but we
think it’s a pretty nice promotion when as
many as 13,000 eager patrons deposit their
own dimes to hear a sales talk, with the con-
viction they are hearing the voice of a favor-
ite star in a believable manner. Columbia is
coming back on July 11th with an installa-
tion able to handle the calls in any quantity.
W’ell have a picture of it, and the whole
story of how it operates, when they resume
in New York.

^ OUTDOOR advertising has taken an
upswing in Hollywood’s pre-selling budgets,
according to Tide, the advertising trade’s
paper. The year ahead will run to four
times the 1954 figure, with showings in up-
wards of fifty trading areas. The flight to
the suburbs, which is changing the merchan-
dising map of America, has much to do with
it, and the importance of 24-sheet posters in
putting over a pre-selling message, so he
who runs may read, is a generous confirma-
tion of our conviction with regard to “the
best poster art in the promotion field.” The
Monroe Greenthal agency is placing Colum-
bia's “Not As a Stranger” as billboard ad-
vertising in 23 states ; the C. J. La Roche
agency is following Walt Disney’s policy
with top-bracket showings for “Lady and
the Tramp” and Bob Gillham, old friend at
this Round Table, now with Cunningham
and Walsh, announces big displays for Uni-
versal’s “To Hell and Back,” starting in
Texas and spreading with the playdates
across the country. — Walter Brooks

MANAGERS' ROUND TABLE SECTION, JULY 9, 1955

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Overall view of the 25-foot circular merchandising area in
the rotunda of the Roxy theatre, especially equipped for
the sale of thousands of items associated with the promotion
of the Walt Disney picture. This is in addition to the
Pepsi-Cola refreshment counter shown below, and two smaller
counters, in other locations.

William J. Moclair, managing director of the
Roxy theatre on Broadway, and Charles Levy,
advertising and publicity director for Walt Disney,
award pedigreed cocker spaniels to two of the
prize-winners in Barton's "Children's Week" con-
test, with 150,000 entries.

Myron Levy, Roxy theatre assistant
manager in charge of merchandising,
and managing director William J.
Moclair, discuss details of the concession
counter display, just before the doors
opened to a $90,000 week.

The lobby of the Roxy theatre at 8 a.m. opening
morning was crowded with hundreds of happy
youngsters who received free autographed records
of "The Siamese Cat Song."

Right now, the crowds are milling around the Roxy con-
cession counters — there are three of them on the street floor,
two for Peps-Cola and candy — the other, for Walt Disney
special merchandsie — and you'll find plenty of patronage
going and coming at all hours.

Walt Disney's "Lady and the Tramp" had all-out poster advertising support
in 50 national markets, with more than 4,000 of these 24-sheets displayed in
conjunction with early-run playdates. This is another of the Disney outdoor cam-
paigns, in line with the previous record for "20,000 Leagues Under the Sea
which was placed on a national basis by the C. J. LaRoche agency.

MOTION PICTURE HERALD, JULY 9, 1955

owmen in

^^cti

Mioxy l/eads
With Movie
Merchandise

William J. Moclair, managing director of
the Roxy theatre, of Broadway, in coop-
eration with Charles Levy, advertising and
publicity head for Walt Disney, have estab-
lished a tremendous merchandising area in
the big theatre’s rotunda, as an important
part in the premiere and continuing run of
“Lady and the Tramp” — feature length
CinemaScope cartoon which is heralded as
Disney’s happiest picture.

The display centers around a new 25-
foot semi-circular counter, brilliantly light-
ed and backed with advertising art in color.
The display is already attracting thousands
of patrons of all ages, and is served by
five especially trained uniformed attendants,
under the supervision of Myron Levy, as-
sistant manager in charge of merchandising,
who estimates that more than 10,000 items
will be carried in stock during the run.

These consist, in part, of 2,000 “Lady
and Tramp” charm bracelets; 500 all-speed
records; 2,000 story books; 3,000 comic
books; 150 copies of the popular music
score; 500 children’s wash mitts; 500 girls’
bubble bath and powder sets; 500 stuffed
“Lady and Tramp” animals; 200 puppets;
250 clay model sets; 100 McCall’s cut-out
motifs, 200 hat box bags and a display of
Cheryl May blouses. The Walt Disney Store
should prove a fabulously successful venture,
and a good example to follow.

Last week, prizes were given out in the
cooperative promotional contest sponsored
by Barton’s candy stores, which had 150,000
contenders. First prize, of a week in Holly-
wood for a family of four, went to 12-year-
old Denise McGuire, of Far Rockaway, L. I.,
who will share her trip with her parents
and another sister. Prize pedigreed cocker
spaniels went to happy children shown with
Mr. Moclair on the picture page opposite.
Hundreds of other prizes, including dog
food as well as candy for children, Disney
books and Roxy passes, were given to other
winners in the metropolitan area, served by
the forty Barton stores. TWA’s Maggi Mc-
Nellis served as a representative for the
airline that will fly the lucky McGuire
family to California. The first 100 children
in line on the opening date received record-
ings of “The Siamese Cat Song” from the
Marion Sisters, who autographed copies of
their rendition of the hit tune.

Academy Award Week

Sam Horwitz, manager of Interboro’s
Harbor theatre, Brooklyn, ran an “Acad-
emy Award Week” with six Oscar-winning
films programmed in a special offset folder,
distributed from door to door. He also wrote
personal letters to the clergy as promotion
for “A Man Called Peter” — and gave away
fifty stiff straw hats to early patrons on
“Father’s Day” matinee.

Tift' Cook, exploitation manager for
Famous Players-Canadian Theatres at the
Toronto home office, sends us a sample of
a practical cardboard giveaway “Davy
Crockett” hat and says the circuit bought
half a million of them for use across the
country. The kids get the hats when they
purchase popcorn, which is something that
happens inside the theatre.

▼

Charlie Doctor writes from the Capitol
theatre, Vancouver, to say that Charley
Hacker, manager of operations at the Radio
City Music Hall, has just spent a day or so
with fellow Quigley Grand Award winners
out there, en route to Lake Louise and
Banff, on his vacation trip across the con-
tinent.

Elaine George, owner-manager of the
Star theatre, Heppner, Oregon, attended
the MGM Workshop in Seattle, and writes
her praise of this showmanship seission,
which will recur in her future entries as
she follows the pattern of the panelists.

Boys at RKO headquarters in New York
are pleased with the tour of Gordon Scott,
who has completely captured the British
public in his role of “Tarzan” — they say he’s
doing a “Davy Crockett” on his personal
appearance in England.

Murray Spector, manager of Skouras
Plaza theatre, Englewood, N. J., had news-
paper breaks when he reported the disap-
pearance of a cut-out of Marilyn Monroe,
as she appears in “Seven Year Itch.” The
cardboard doll was kidnapped right out of
the lobby, although nothing else was taken.
But it wasn’t exactly a loss — in publicity.

▼

Columbia Pictures has furnished more
than 200 television stations with a 2-minute
film clip from “The Man from Laramie”
which goes with recordings of the title
song in the Jimmy Stewart picture, now
playing.

Matt Saunders reports that his assistant,
A1 Lessow, promoted 200 cigars to be given
away on Father’s Day to first in line, and
the sponsors were so pleased they sent over
a pretty girl and a bouquet of roses, as
lobby decoration for the stunt, at Loew’s
Poli theatre, Bridgeport.

T. Murray Lynch, manager of the Para-
mount theatre, Moncton, N. B., sends a
picture of theatre displays done with the
cooperation of the Canadian National Rail-
ways to celebrate the Company’s 35th An-
niversary,

W. S. Samuels, manager of the Texas
theatre, Dallas, had a good tieup with his
“Housewives’ Jamboree” — sponsored give-
away show which runs every Tuesday to
capacity audiences.

Jack Sanson, manager of the Stanley-
Warner Strand theatre, Hartford, Conn.,
screened the RKO short, “Devil Take Us”
for a special audience composed of state and
city police, city officials and the press.

Sal Adorno, general manager of M & D
Theatres, Middletown, Conn., inviting all
public and parochial school graduates in the
county to attend a performance at the Pa-
lace, Capitol or Middlesex theatres as an
expression of congratulations.

Morris Rosenthal, manager of Loew’s
Poli, New Haven, Conn., tied in with a local
community drive when he played “Davy
Crockett,” with free photos to all and over
100 door prizes. Good newspaper space
helped make it a success.

Ray McNamara, who manages the Allyn
theatre, Hartford, Conn., used a selected
mailing list of 500 for invitations to a sneak
preview of “The Seven Little Foys,” refer-
ring to the picture as a red carpet surprise
preview.

Andy McDonald, manager of the Ridge-
way theatre, Stamford, Conn., used an all
out newspaper advertising campaign for
“Marty” with sketch in each ad of “Marty”
phoning and ads headed “Marty’s Calling.”

Walter T. Murphy, manager of ATC’s
Capitol theatre, London, Conn., got dairy
industry sponsorship for a special theatre
party for 4th and 5th graders in the area,
with tickets distributed in the schools. Co-
operative newspaper ad listed the dairies
and announced the party.

John Scanlon, Sr., manager of the War-
ner theatre, Torrington, Conn., donated
guest tickets to participants in the blood
donor programs sponsored by the local
Junior Chamber of Commerce.

Lou Cohen, manager of Loew’s Poli the-
atre, Hartford, Conn., set up newspaper
interviews for Rita Morley, local actress
who happened to be at home between Broad-
way assignments, during his “Seven Year
Itch” opening. Miss Morley appeared in
road versions of the comedy.

Irv Hillman of the Stanley-Warner Sher-
man theatre. New Haven, Conn., tied up
with the local Register-Family Fresh Air
Fund collection by offering passes to all
children participating in a collection of $15
or more, photographs of the children to
appear in the newspaper.

▼

James J. Beebe has just become manager
of Smalley’s Walton theatre in Walton,
N. Y. and our best wishes are with him in
his new post. He was formerly with Schine
theatres at Carthage and Massena.

MANAGERS' ROUND TABLE SECTION, JULY 9, 1955

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Sylvio B. Troianello, 316 Jackson Street,
Lawrence, Mass., submits this sample of his
advertising ideas, and says he is taking the
course in "Principles of Advertising" at the
Lowell Technological Institute, at night, as
part of his basic training.

Here are two examples of advertising art,
both from the Commonwealth of Massa-
chusetts, but with a difference. On the right
above, is an advertisement conceived by
Paul D. Robinson, art director for New
England Theatre, Inc., at the suggestion of
Leo A. Lajoie, manager of the Capitol
theatre, Worcester. It has a different ap-
proach, based on a substantial tieup with
radio station WTAG, and it quotes their
opinions of “Strategic Air Command” as
a hold-over ad, in the second week of the
run. The local radio people are well known,
both as voices and opinion-makers, and
their quotes are pertinent, and proper, in a

cooperative gesture of good will.

At the left above, is a hand-written ad-
vertisement, done by a young student, Syl-
vio B. Troianello, of Lawrence, Mass.
Sylvio is well-known in these pages, and is
an avid correspondent, in his quest for
knowledge. He reads The Herald, and con-
tributes not only to the Round Table but
also to “Letters to the Editor.” We applaud
his good effort, which is as professional as
you could ask, done with limited facilities,
but with unlimited ambition to succeed in
this business. Above, in a narrow space
left open by a difference in cut sizes, we
print a few' additional lines in his interest.

Harry Wilson Really
Delivers the Papers

Harry Wilson, manager of the Capitol
theatre, Chatham, Ontario, had an interest-
ing publicty stunt which resulted in front-
page newspaper space. He and a young
carrier for the Chatham Daily News
swapped jobs for a day, young Bill Hen-
neker managed the theatre and Harry Wil-
son delivered papers on Bill’s newspaper
route, on his day off. As manager of the
theatre. Bill wrote enough passes to take
care of all the News’ carrier boys.

Gives Free Haircut

Russ Barrett, manager of the Stanley-
Warner Capitol, Willimantic, Conn., pro-
moted a free haircut for the first ten ladies
in line on opening day of “Prize of Gold.”

Seven Doris Days

Ervin J. dumb, manager of the c-o-o-1
Riverside theatre in Milwaukee, had another
of his super-excellent sponsored pages in
the Milwaukee Journal for “Love Me or
Leave Me” — supported by seven Doris
Days, each one carrying the banner of a
cooperative advertiser.

Canada Makes Use
Of the Workshops

Chet Friedman, MGM’s exploitation ex-
pert across Canada, sends in a report from
Bill Leslie, manager of the Roxy theatre,
Georgetown, Ontario, who attended the
“Ticket-Selling Workshop” and went
straight home to put ideas into effect. He
posted 24-sheets for his 1955 Motion Picture
Celebration, and had a Georgetown Mer-
chant’s Old Time Fiddlers Contest on stage.

Albert Bernstein, district manager for
Neighborhood Theatres in Petersburg, "Va.,
and Sam Northington, manager of the Cen-
tury theatre, of the same circuit, in their
headquarters-town, have combined two
famous figures of American and local his-
tory in a city-wide celebration for “Peter
Jones,” founder of Petersburg, with “Davy
Crockett” — “who kilt him a b’ar before he
was three.” It’s a dual legend, with accent
on the Wild Frontier of those historic days.
He says it’s the best promotion stunt ever
attempted in the State of Virginia.

“Peter Jones Day” is an annual shopping
day in Petersburg, and it goes without say-
ing that “Davy Crockett” is a hot merchan-
dising item. Local merchants wanted to
cash in on the novelty. “The)' came in and
asked me,” the manager says, “if we wanted
to participate — and of course, we would, al-
though we are not members of the Retail
Merchants Association, and ‘The King of
the Wild Frontier’ would not be available
until a month later than the local celebra-
tion.” That gives you a rough idea of how
they started to work on the promotion idea.
So, “Peter Jones Day” in Petersburg was
postponed until June 24th.

The local newspaper, the Progress-Index;
the retail Merchants Association, radio sta-
tion WSSV, the Chamber of Commerce,
city officials and the theatre management
went into action. The RMA pledged $750
to pay all expenses. The Progress-Index
sought all families named Crockett, and
found the great, great grandson of the hero
of the Alamo. They ordered 10,000 photos
of “Davy Crockett” from National Screen
Service, and these w'ere numbered by ma-
chine. If you found a prize on display in
local stores with the same number you could
claim it. Northington says “We should have
ordered 30,000 photographs.”

News pictures developed from local
characters in old time costumes. More than
100 local merchants cooperated, and each
displayed their own participating prizes in
their windows. All communities within 25
miles were asked to take part, and an
“Honor Court” of young “Davy Crocketts”
was assembled, with 17 top winners. The
local transit company set up a special truck
and ran wires to operate a PA system. The
Colonial Heights Saddle Club sent a delega-
tion of their members in western attire with
a buckboard for “Peter Jones” to ride in.
Prizes were given for best costumes, in-
cluding the “Injuns” that Davy Crockett
championed. Although the schools were
closed for the summer, the Petersburg High
School Band lead the parade. “Peter Jones”
met “Davy Crockett” with the acclaim of
a tremendous theatre audience.

A1 Bernstein concludes, “Next year we'll
all be in there pitching, to do the same
thing all over again.”

MOTION PICTURE HERALD, JULY 9. 1955

Seillna

ina

SOLDIER OF FORTUNE— 20th Century-
Fox. C inemaScope, in color by Deluxe,
with Stereophonic sound. Filmed in Hong
Kong, "Floating city of the Orient" with
Clark Gable and Susan Hayward in star-
ring roles. Ernest K. Gann's great story
of a Yank-in-exile, and a woman deep in
trouble, in a labyrinth of tortuous streets,
where Americans, British, Eurasians, Rus-
sians and Chinese gamble with destiny, and
match fate with luck to win or lose. Two-
color herald from Cato Show Print keys the
campaign with all the best showmanship
angles. 24-sheet and smaller posters have
strong heads of the two stars against at-
mospheric color settings. Never so much
art material for so little money. Gable is
in his prime as an adventurer in this dra-
matic scene. Newspaper ads are fine, and
in good variety for size and shape. Two
sets of teasers will supply new slants in a
majority of theatres — one is halftone for
scenic value, the other Chinese characters
as eye-catching display. Complete cam-
paign mat is especially well selected for all
small situations, with six ad mats and two
publicity stills of the stars. You should take
the whole mat, costing 35c at National
Screen, to your newspaper man, and work
out variations in your foo-familiar theme.
Critics have exclaimed that "Soldier of
Fortune" is the best picture of Hong Kong
ever photographed in color.

THAT LADY — 20th Century-Fox. Cinema-
Scope. Print by Technicolor. Clivia de
Havilland and Gilbert Roland, in a picture
that shocked a nation. Filmed in the
authentic locations. England has its
"Amber" — America had its "Scarlett" —
but you'll never forget that woman of Spain
who was marked for all time as "That
Lady." The "inside story" of the woman
who created the scandal of the centuries.
24-sheet and all posters feature huge por-
traits and pictorial art for lobby and
marquee display. Trademark pose of the
star, wearing a black patch on her eye, is
also appropriate for ballyhoo and exploita-
tion stunts. Talk about "That Lady" cues
many merchandise and other tie-ins. Spanish
atmosphere and story suggest many similar
associations for publicity purposes. Folder
herald has the right sales approach in com-
prehensive form. Newspaper ad mats fol-
low the style of posters and accessories
generally, to provide a distinctive appear-
ance. A set of 2-column teasers in outline
will be useful in both large and small situa-
tions. Another set of teasers for publicity
tieups and cooperative ads, has only por-
traits of Olivia with her eye-patch. The
complete campaign mat, which costs only
35c at National Screen, gives you six good
ad mats in a variety of sizes and shapes,
and two publicity mats, all keyed to the
advertising theme.

STRATEGIC AIR COMMAND — Para-
mount. In VistaVision, with color by Techni-
color, and High-Fidelity Sound. James
Stewart and June Allyson in a picture with
striking emotional force, second to none. It
sweeps you from horizon to horizon, from
earth to sky! Living in combat readiness,
it's a story of men who never relax. So far
to go, so much to return to! You share the
loves, the lives, the real romance of "those
sweethearts" of the screen. 24-sheet and
other posters give you air-lift pictorial ma-
terial for lobby and marquee display.
Herald and window card to key the cam-
paign, and color stills to sell color with
color. Newspaper ad mats in generous
variety for size and style, including an
assortment of small space ads, and teasers
to build interest in the title of the picture.
The complete campaign mat, selling tor 35c
at National Screen, has 14 ad mats and
(mostly) slugs, with three publicity stills, a
real bargain in quantity and quality, for the
price of one mat. Pin-pointed for your
convenience in the pressbook are the bases
of the Air Force throughout the country,
and there are plenty of them. You’ll get
plenty of cooperation from the nearest one,
if you make your contact direct, and ask
for help. They are eager to put over this
flying picture on the big VistaVision screen,
and will do it. The Air Force Recruiting
Service has its own line of posters and ads.

THE WIZARD OF OZ — MGM Reprint.

Color by Technicolor, adapted for wide
screen. We're off to see the Wizard, again
— the picture of 1000 delights! Judy
Garland, and the original great cast of Oz
characters. Let's go "Over the Rainbow"
with Judy, in her greatest hit! No poster
larger than the 6-sheet, which is crowded
with type and a portrait head of the star.
Two-color herald from Cato Show Print keys
your campaign in circus style. Newspaper
ad mats are also "circus" in advertising
display, and sell a bushel of things all at
once, to attract the eye. Plenty of sizes
and shapes for all purposes.

1337 S. WABASH, CHICAGO • 630 NINTH AVE..NEW YORK

LOOKING FOR
SOMEONE TO
MAKE YOUR

SPECIAL
fRAI

GOOD

Then Try

ILMACK

( You'll Be Glad You Did )

. . . Timely news supplementing the
special monthly department covering
all phases of refreshment service.

Popcorn and Drink Snack Bar

Manley, Inc., Kansas City, Mo., has an-
nounced a new machine in its line of refresh-
ment equipment — a combination drink dis-
penser and popcorn unit. It is called the
“Manley Coliseum Model.’’ The drink ma-
chine is a two-faucet “Ice-O-Bar” and has
a capacity of 1,000 drinks. It is constructed
of stainless steel with a red Formica top.
The “Manley Display Console Popcorn
Machine’’ has an Aristocrat cascade kettle
and an elevator warmer capable of holding
72 popcorn cartons (the IJ^-ounce size). It
is available with either a 12 or 16-ounce
kettle.

April Candy Sales Higher

Sales of candy during April were 3%
ahead of the figure for last year, according
to the Bureau of Census of the U. S. De-
partment of Commerce, Washington, D. C.
In its regular monthly report, the depart-
ment stated that April, 1955 sales were $77,-
022,000 for confectionery and competitive
chocolate products. Last year the figure was
$74,768,000. For the first four months of
1955 total sales were estimated at $330,588,-
000 — which is 1% over 1954.

•

Disneyland Refreshment Head

Chester C. Miller has been appointed
manager of the food and concession opera-
tion in the new Disneyland Park at Ana-
heim, Calif., by U. P. T. Concessions, Inc., a
subsidiary of American Broadcasting-Para-
mount Theatres, Inc. Mr. Miller was for-
merly in charge of purchasing and theatre
concessions for United Detroit Theatres, Inc.
More recently he was with Millprint. Inc., as
assistant to the manager of the Western
Division.

•

New Twin' Drink Dispenser

To its line of animated and illuminated
soft drink dispensers the Orange-Crush
Company, Chicago, has now added a “twin”
model with two separate juice bowls. Cata-
logued as the “OC-75,” it is constructed
with two separate cooling circuits from one
refrigeration unit. It will cool from 75°
to 40° within a matter of minutes, according
to the manufacturer. The two drink bowls
have a capacity of nine gallons each.

MANAGERS' ROUND TABLE SECTION. JULY 9, 1955

CLASSIFIED ADVERTISING

Fifteen cents per word, money-order or check with copy. Count initials, box number and address. Minimum insertion $ 1 .50. Four
insertionsfor the price of three. Contract rates on application. No border or cuts. Forms close Mondays at 5 P.M. Publisher
reserves the right to reject any copy. Film and trailer advertising not accepted. Classified advertising not subject to agency
commission. Address copy and checks: MOTION PICTURE HERALD, Classified Dept., Rockefeller Center, New York (20)

HELP WANTED

WAITED, MANAGER EXPERIENCED IN Ex-
ploitation and promotions for New York State situa-
tion. Reply givinsr full resume, salary requirements,
etc. BOX 2859. MOTION PICTURE HERALD.

SERVICES

WINDOW CARDS. PROGRAMS, HERALDS,
photo-offset printing'. CATO SHOW PRINTING CO.,
Cato. N. Y.

PHOTO BLOWUPS. 40x60, $7.50; 30x40, $5, un-
mounted. PHOTO BLOWUPS, P. O. Box 124, &ran-
ton. Pa.

OFFSET MOVIE PROGRAMS. LOW PRICES.
Write for Samples. BRONX ART PRESS, 582 Cort-
land Ave., New York City 51.

PHOTO-OFFSET PROGRAMS. WINDOW CARDS,
one sheets, three sheets. Serving motion picture
theatres over 25 years. FILMLAND PRESS, 358 W.
44th St., New York City. Phone: Circle 6-8875.

SEATING

VACATING OUR IRVINGTON, N. J. WARE-
house. All chairs sacrificed — prices start at $2.95.
S. O. S. CINEMA SUPPLY CORP., 602 W. 52nd St..
New York 19.

THEATRES

WANTED TO LEASE THEATRES IN NEW
England area. State full particulars in your reply.
BOX 2861. MOTION PICTURE HERALD.

NEW EQUIPMENT

VALUE UNSURPASSEDl METALLIC SCREENS,
invisible seams, 75c sq. ft.; Beaded Screens 15'6'' x
20'6", $75. All sizes projection lenses at lowest prices.
S. O. S. aNEMA SUPPLY CORP., 602 W. 52nd
St., New York 19.

NEW SURPLUS HOLMES PARTS: EE14070

vertical drive shaft w/5 gears, 5 ball bearings $9.75;
Intermittent Movements (less flywheels) $49, pair;
Starwheel-sprocket assembly $10 each; lOOOW
T-20-C-13 Mogrul Pref. Lamps $25 dozen ($3.95 each).
S. O. S- aNEMA SUPPLY CORP., 602 W. 52nd
St., New York 19.

SEND PROJEfOTON THROW-SCREEN SIZE,
we’ll compute your CinemaScope requirements free.
Combination pair Cinematic IV adjustable anamorphic
lenses and pair Snaplite Series II prime projection
lenses, all for $595. Buy on time with $200 down.
S. O. S. CINEMA SUPPLY CORP., 602 W. 52nd St..
New York 19.

USED EQUIPMENT

FOR REAL SAVINGS— TRY STAR I Pair Simplex
Rear Shutter Mechanisms, rebuilt and used two weeks,
one year guarantee, $295 pair; Century Intermittents.
new, $89.50; Western Electric 208 Soundheads, re-
built, $195 pair; Pair Simplex SP Projectors, rebuilt.
Strong Arc Lamphouses, Rectifiers, Amplifier, etc.,
$1,195; Ashcraft or Strong Lamphouses, rebuilt, new
metal reflectors. $489.50 pair. What do you need? STAR
aNEMA SUPPLY. 447 West 52nd St.. New York 19.

DRIVE-IN EQUIPMENT

PAY $200 DOWN— PLAY aNEMASCOPE! aNE-
matic IV adjustable prismatic Anamorphic Lenses plus
Snaplite Series II prime lenses, all for $595. Available
on time. S. O. S. CINEMA SUPPLY CORP., 602 W.
52nd, New York 19.

BOOKS

MOTION PICTTURE AND TELEVISION ALMA-
nac — the big book about your business — 1955 edition.
Contains over 12,000 biographies of important motion
picture personalities. Also all industry statistics.
Complete listings of feature pictures 1944 to date. Order
your copy today, $5.00 postage included. Send remit-
tance to QUIGLEY BOOKSHOP, 1270 Sixth Avenue,
New York 20, N. Y.

RI(3IARpSON’S BLUEBOOK OF PROJECTION.
New 8th Edition. Revised to deal with the latest tech-
nical developments in motion picture projection and
sound, and reorganized to facilitate study and refer-
ence. Includes a practical discussion of Television
especially prepared for the instruction of theatre pro-
jectionists, and of new techniques for advancement of
the art of the motion picture. The standard textbook
on motion picture projection and sound reproduction.
Invaluable to beginner and expert. Best seller since
1911. 662 pages, cloth bound, $7.25 postpaid. QUIGLEY
BOOKSHOP, 1270 Sixth Avenue. New York 20. N. Y.

STUDIO EQUIPMENT

ART REEVES 35MM RECORDING OUTFIT.
$5,000 value — $495.00; Eastman Developing Machines.
$295.00; Mitchell tripod freehead. $375.00; Moviola
35mm composite sound/picture $495.00; Escalator
Tripod for hea-viest TV or Movie Cameras on 3-wheel
dolly, $295.00; Motorized Dolly with 2 seats, takes
heaviest cameras, $195.00; Rolling Stand multiple
floodlights holding 12 bulbs, $180.00 value, now $29.50.
S. O. S. CINEMA SUPPLY CORP., 602 W. 52nd St..
New York 19.

Two Pittsburgh Drive-Ins
File Anti-Trust Suits

Two Pittsburgh drive-in theatres, the
Harmer and the Colonial, have filed anti-
trust suits against the major film companies
and two circuits in New York Federal
Court, charging discrimination in the grant-
ing of first and subsequent run pictures.
They have asked for an injunction to re-
strain the producer-distributors from al-
legedly discriminating against them in favor
of the Loew’s, Stanley Warner, Harris and
Shea circuits in Pittsburgh. The defendants
include Warners, 20th Century-Fox, Para-
mount, Loew’s, United Artists, Columbia,
Universal, Allied Artists, Republic, their
subsidiaries, the Motion Picture Associa-
tion of .'\merica, the Jamestown Amusement
Co. and the Harris Amusement Co.

RCA Is Marketing New
Motion Picture Projector

CAMDEN, N.J.: A new motion picture
projector which provides double rear shut-
ter, water-cooled film trap and other fea-
tures for operating quality, convenience and
safety was announced last week by the en-
gineering products division of Radio Cor-
poration of America. The new projector, the
RCA-200, is designed for both indoor and
drive-in theatre use and replaces the RCA-
100 type, according to A. J. Platt, manager

of RCA theatre equipment sales. Water-
cooled aperture-unit mechanisms are availa-
ble to enable larger theatres to present a
large picture screen and increase illumina-
tion, and still maintain a cool picture aper-
ture and film trap, Mr. Platt said.

Exhibitors Told of New
German Productions

Exhibitors, particularly in the specialized
situations, now have a new and active
source of product in the revived German
film industry, Munio Podhorzer, president
of United German Film Enterprises, said
recently. Mr. Podhorzer, whose company
represents many leading German producers
and exporters in the U. S., told American
theatre men to give these new German films
a chance to reestablish themselves with the
public. He said all the films are titled and
many are in color.

Pennsylvania Exhibitor
Files Trust Action

PHILADELPHIA: An anti-trust suit has
been filed by Irving Rosshein, Midway
theatre, Allentown, Pa., charging that cer-
tain area exhibitors and the major distribu-
tors have been guilty of a conspiracy in re-
straint of trade to deprive him of product.
His theatre recently suffered a $100,000 loss
from fire.

House Unit to Resume
Trust Damages Hearing

WASHINGTON : Monday here the House
Judiciary Subcommittee will resume hear-
ings on whether to support a bill to allow
damages in anti-trust and conspiracy suits
at the discretion of the court rather than,
as currently, arbitrarily treble the amount
claimed or determined. To be heard Mon-
day are Abram F. Myers, general counsel
for the National Allied States Association,
and Adolph Schimel, general counsel for
Universal Pictures.

Perce Pearce, 55, Disney
Producer, Dies in London

LONDON : Perce Pearce, 55, Walt Disney
producer, died July 4 in London. He had
recently formed a company to produce a
series of films here for Disney’s American
television program. Survivors include his
wife and two daughters, elder of whom is
married to Stanley Kramer.

Joe Horns+ein Moves

Joe Hornstein, Inc., theatre equipment
distributors, have moved to 341 West 44th
Street, New York, having been located at
630 Ninth Avenue for 22 years. Cinemato-
graph International, Inc., the company’s ex-
port division, also is at the new address.

MOTION PICTURE HERALD. JULY 9. 1955

FILM BUYERS RATING

Film buyers of independent circuits in the U. S. rate current
product on the basis of its performance in their theatres. This
report covers 102 attractions, 4,839 playdates.

Titles run alphabetically. Numerals refer to the number of en-
gagements on each attraction reported. The tabulation is cumula-
tive. Dagger (f) denotes attractions published for the first time.
Asterisk ('■') indicates attractions tvhich are listed for the last time.

EX means Excellent; AA — Above Average; AV — Average;
BA — Below Average; PR — Poor.

A & C Meet the Keystone Kops (U-l)

Aida (I.F.E.)

Americano (RKO)

Annapolis Story (A.A.)

Atomic Kid, The (Rep.)

Bad Day at Black Rock (MGM)
Bamboo Prison, The (Col.) . .

Battle Cry (W.B.)

Battle Taxi (U.A.)

Bedevilled (MGM)

Big Combo (A.A.)

Blackboard Jungle (MGM)

Black Tuesday (U.A.)

Bridges at Toko-Ri (Par.)

Camille (Reissue) (MGM)
Captain Lightfoot (U-l)

Carmen Jones (20th-Fox)

Carolina Cannonball (Rep.) .
Cattle Queen of Montana (RKO)
Cell 2455, Death Rovr (Col.) . .

Chief Crazy Horse (U-l)

Conquest of Space (Par.)

Country Girl (Par.)

Crest of the Wave (MGM) .
Cult of the Cobra (U-l)

Daddy Long Legs (20th-Fox)

Davy Crockett (Reissue) (Realart)

Deep In My Heart (MGM)

Destry (U-l)

Detective, The (Col.)

Drum Beat (W.B.)

East of Eden (W.B.) .
End of the Affair (Col.)
Escape To Burma (RKO)
Eternal Sea, The (Rep.)

Far Country (U-l)

Gang Busters (Visual) . .
Glass Slipper, The (MGM)
Green Fire (MGM)

(Hell's Island ( Par.) .
Hell's Outpost (Rep.)
Hit the Deck (MGM)

Julius Caesar (MGM)
Jupiter's Darling (MGM)

Kiss Me Deadly (U.A.)

EX AA AV BA PR

4
43

5
3

1 1
3
13

4
18

I I

1 1

13
10

14
8
9

15
6
7
2

I I
29

I I
15

1 1
8
3
3

Last Time I Saw Paris, The (MGM).

Long Gray Line, The (Col.)

Looters, The (U-l)

Ma and Pa Kettle at Waikiki (U-l)

Mambo (Par.)

Man Called Peter, A (20th-Fox)

Man From Bitter Ridge, The (Univ.)
Man Without a Star (U-l) .

Many Rivers to Cross (MGM)
Masterson of Kansas (Col.)

New York Confidential (W.B.)

- I 5 12 8

Operation Manhunt (U.A.)

Phffft (Col.)

Prince of Players (20th-Fox)
Prodigal, The (MGM)
Purple Plain, The (U.A.)

I I
2
2

Racers, The (20th-Fox)

Rage at Dawn (RKO)

Revenge of the Creature (Univ.)
Run for Cover (Par.)

Sea Chase, The (W.B.)

Shotgun (A.A.)

Sign of the Pagan (U-l)

Silver Chalice (W.B.)

Six Bridges To Cross (U-l) .
Smoke Signal (U-l)

Soldier of Fortune (20th-Fox)
So This Is Paris ( U-l )

Son of Sinbad (RKO)

Star Is Born, A (W.B.) . . .
Strange Lady In Town (W.B.)
Strategic Air Command (Par.)

4
16

Tarzan's Hidden Jungle (RKO)

Ten Wanted Men (Col.)

There's No Business Like Show Business (20th-Fox)

1 1

They Rode West (Col.)

This Island Earth (U-l)

Three for the Show (Col.)

Three Ring Circus (Par.)

1 1

fTight Spot (Col.)

TImberjack (Rep.)

Tonight's the Night (A.A.)

Trouble in the Glen (Rep.)

20,000 Leagues Under the Sea (B.V.)

I I

II
7
3

Unchained (W.B.)

Underwater (RKO)

Untamed (20th-Fox)

Vera Cruz (U.A.)

Violent Men (Col.)

Violent Saturday (20th-Fox)

- - - 4 6

4 37 39 5 2

1 13 34 7 I

31 50 33 6 I

2 24 26 22 8

- - 5 8 10

West of Zanzibar (U-l) .
White Christmas (Par.)
White Feather (20th-Fox)
Women's Prison (Col.)

5
10

Yellow Mountain (U-l)
Yellowneck (Rep.) . .
Young at Heart (W.B.)

- 10 13 9 3

- - I - 6

6 15 45 II 5

LOEW’S CIRCUIT

Top Billing In Entire
New York Metropolitan
Circuit July 19th-23rd

OHIO Th. Cleveland * STATE Th. Boston

STRAND Th. Syracuse

MAJESTIC Th. Bridgeport

COLONIAL Th. Reading * PALACE Th. Hartford

WARNER CIRCUIT

1st Run Pittsburgh -11 Theatres * WARNER Th. Youngstown

and PARAMOUNT THEATRES • SCHINE CIRCUIT • SHEA CIRCUIT
LEADING DRIVE-IN THEATRES REPORT SMASH BUSINESS

Backed By Sure-Fire
EXPLOITATION CAMPAIGN

WATCH FOR: “Game Of love” &

Approved By The M.P.A.

WIRE OR PHOHl: WILLIAM C. SHELTON (Vice Pres, i General Soles Manoger)

“One Summer Of Happiness”

TIMCC Ell M TADD w. 57 st., new york 19, n. y.

IIIiICJ lILIfl vl/lir • TELEPHONE: PLoza 7-6980

by Ottiaumz #b Wi

WiSSM

Boards;
Urges
egulation

|res Warning
Defense Meeti

THJEF, FEMALE ON THE BEACH. THE
iUN THAT WON H-H£ «V£$r V. '

r. .'i

, w - ^ 'T. .* I

a$ bfi'w 4., 'wiCiifV the

-JCocJct}

a*. All

M G M HAS 3 OU

(3 TIMES AS MANY AS ANY OTHER MAJOR COMPANY)

TOP PICTURES T
AMERICA IS SEE

VARIETY’S NATIONWIDE BOXOFFICE \

SURVEY OF THE “10 MOST
POPULAR MOVIES” SHOWS

M-G-M FIRST !

“LOVE ME OR
LEAVE ME”

M-G-M presents in CinemaScope • DORIS DAY . JAMES CAGNEY in
“LOVE ME OR LEAVE ME” . co-stairing Cameron Mitchell • with
Robert Keith . Tom TuUy • Screen Play by Daniel Fuchs and Isobel
Lennart . Story by Daniel Fuchs • Photographed in Eastman Color
Directed by Charles Vidor • Produced by Joe Pasternak.

★

BLACKBOARD

JUNGLE”

M-G-M presents “BLACKBOARD JUNGLE” starring GLENN FORD
Anne Francis • Louis Calhern . with Margaret Hayes • Screen Play by
Richard Brooks • Based on the Novel by Evan Hunter . Directed by
Richard Brooks • Produced by Pandro S. Berman.

★

“INTERRUPTED

MELODY’^Sr

M-G-M presents in CinemaScope . “INTERRUPTED MELODY”
starring GLENN FORD . ELEANOR PARKER . with Roger Moore
Cecil Kellaway • Written by WiUiam Ludwig and Sonya Levien » Based
On Her Life Story by Marjorie Lawrence . Photographed in Eastman
Color . Directed by Curtis Bernhardt • Produced by Jack Cummings.

★

NEXT: 'THE COBWEB”

seeing
a lot of
"JACK"

soon !
—^yjan/rvin^
B/ios.

He starts the fanfare July 27th j

THAT’S

WHEN JACK WEBB BEGINS

THE MOST INTENSIVE IN-PERSON BUILD-UP
THE INDUSTRY HAS EVER SEEN !

THE GIANT DAY-BY-DAY, CITY-BY-CITY

MONTH-LONG PERSONAL APPEARANCE

SEND-OFF FOR «JACK WEBB

AS PETE KELLY IN

WRITTEN BY RICHARD L. BREEN

„_«JANET LEIGH
EDMOND O’BRIEN

ANDY DEVINE * LEE MARVIN ELLA FITZGERALD

A MARK VII LTD. PRODUCTION • directed by jack WEBB
'PRINT BY TECHNICOLOR* PRESENTED BY WARNER BROS.

WarnerCouor [T^ stereophonic Sound

And on July 24th watch and listen to the way the entire
Colgate Variety Hour (NBC-TV)-with Jack Webb star ring-
will shout out the news about Pete Kelly’s Blues!

REMINDER FROM COMPO: DID YOU MAIL YOUR NOMINATIONS FOR AUDIENCE AWARDS?

“ft’s a pleasure to do business with 20th!"

20th Century-Fox presents ROBERT RYAN • ROBERT STACK
SHIRLEY YAMAGUCHI • CAMERON MITCHELL in HOUSE OF
BAMBOO with Sessue Hoyakowo * Sandro Giglio ' Produced by
BUDDY ADLER • Directed and additional dialogue by SAMUEL
FULLER • Written by HARRY KLEINER • COlOR by DE lUXE

A CINemaScoP^ PICTURE

It’s true what they’re
saying about 20th’s

■house

BAMBOO

(THE PLACE THEY TALK ABOUT IN WHISPERS!)

Tokyo couldn’t hide it! Washington
couldn’t hold it back! CinemoScope hod
to film it on the spot!

For the first time,"House of Bamboo” re-
veals the sensational story of how the
U.S. MPCI teamed with Japanese Security
Police. ..and baited their plan with a for-
bidden Kimono Girl. ..to crack the terror
of renegade ex-GIs who formed the Tokyo
underworld, the hottest since "Chicago”
days.

For the first time, CinemoScope plunges
you into the teeming heart of exotic
Tokyo with its bizarre Oriental streets,
crowded waterways and magnificent
ancient shrines. ..sights even more en-
chanting than the streets of Rome in
"Three Coins in the Fountain”.. .even more
startlingly picturesque than the pano-
ramas of Hong Kong in "Soldier of For-
tune.”

It’s available in July, from 20th!

MOTION PICTURE HERALD

MARTIN QUIGLEY, EJitor-in-Chief and Publisher

Vol. 200, No. 3

MARTIN QUIGLEY, JR., Editor

July 16, 1955

Every Exhibitor an Editor

The ultimate effect of the current clarification of
the status of film censor boards will be that re-
sponsibility will fall absolutely on the exhibitor
for what goes on his screen.

While numerically there never were many censor
boards in the United States, there was a time when their
direct and indirect influence was considerable. Some ex-
hibitors in censor-less territory have been able to say in
defending some particular booking that it had been
passed by a state censor board. In fact it was to have
such an explanation available that the industry originally
set up and long supported financially the National Board
of Review. The slogan “passed by the National Board
of Review” bemused many people for a long time until
it became apparent that the board had no power to dis-
approve a picture.

From now on exhibitors who play pictures not carry-
ing the seal of the Production Code Administration have
the personal responsibility of defending their actions.
Before long it seems likely that there will be no censor
boards functioning to which any share of the theatre’s
responsibility may be assigned.

Exhibitors who book films without PCA approval do
so at their hazard, now more than ever. This does not
mean that there are not acceptable pictures without code
approval. There are a small number. However, the ma-
jority of pictures that do not have code seals lack them
because they include material barred by the Production
Code. Exhibitors not only in fairness to their commu-
nity but also in fairness to themselves must carefully
weigh the booking of potentially objectionable films.
Reviews should be consulted, advertising material and
press books studied and, if possible, the picture should
be screened in advance of signing up for films not hav-
i ing code seals.

The Engagement Is Over

IT is likely that 1955 will be recorded in film history
as the year in which the sometimes stormy engage-
ment between motion pictures and television ended.
Whether the resulting marriage will be a happy one or
not is unpredictable at this time. Happy or no the two
are destined to work out a modus vivendi — a way of
living together — from here on, indefinitely.

No one single argument or happening ended the major
studios’ reluctance to the formation of a liaison with
television. It came from a variety of conditions. For
years the leaders of production and distribution were
concerned about the question, “What would the effect
of this or that television activity be on the theatres?”
While there still is no general or specific answer to that

query, major company executives feel, apparently quite
unanimously, that television can be both a good outlet
for studio-made shows and also an effective method of
advertising theatre releases. Outside the production of
26-minute TV shorts, all the major company activity is
primarily directed at using television as a merchandis-
ing method for theatrical pictures.

Walt Disney’s phenomenal success with “20,000
Leagues Under the Sea” and his release of a theatre
version of the TV series “Davy Crockett” were factors
that made up the mind of many hesitating film company
executives. In the space of a few short months the ma-
jors of the industry have switched from the roles of
“reluctant dragons” with regard to television into ener-
getic seekers for any kind of deals that would open up
their output to television.

Next Winter will give the answer to the problem of
how a patron can be two places at once — at home
watching one of the many studio-made shows and also
in a theatre viewing a Hollywood production. Even
philosophers will take notice if the ancient principle of
simultaneity is disproved.

At the moment the studios certainly could not be
charged with any short-sighted view. No one of them
stands to make important money from television in the
near future.

Those who stand in the most unenviable position in
this whole situation are the motion picture theatre own-
ers. The exhibitors hear that all this television promo-
tion — six minutes of studio feature promotion in an
hour; nine minutes in an hour and a half TV show —
is going to make the public flock to his theatre. Never-
theless the exhibitor may be pardoned for wondering
who and what will get the real benefits from Hollywood
major-made home TV entertainment.

Eirst Balahan Sales Drive

SPECIAL importance attaches to the forthcoming
Paramount Sales Drive, running from August 28
through December 24. This is true because this is
the first time such a drive has been conducted in the name
of Barney Balaban, Paramount president. George Welt-
ner, head of world-wide distribution, pointed out that
during each of the twenty years the company has been
headed by Mr. Balaban it has made outstanding prog-
ress. The drive will open with two Paramount Weeks
with the film “The Girl Rush,” especially featured. Co-
captains of the drive are E. K. (Ted) O’Shea, Hugh
Owen and Jerry Pickman. There is no doubt that
through exhibitor cooperation the drive will be a great
success.

— Martin Quigley, Jr.

oCettevA to tLe .^J’^eraid

High Rentals

To THE Editor:

The "Letters to the Editor” section of
your fine pulilication I regard as the listen-
ing post of the exhibition side of this great
industry. A great deal is said in this sec-
tion about toll-television and high film rent-
als and it is hard to say which is the most
talked about. Toll-television will he a dead
issue soon in favor of free-television. How
can the FCC come up with anything less
when the public sentiment is 30 to one
against toll-television.

I'm going to confine my remarks to film
rentals — correction — high film rentals. In
my humble opinion I believe all film rentals
for all situations are too high — for first runs
and all sub-runs and all situations. Why is
film rent so high now as compared with
say seven or eight years ago when we had
the 20 per cent Federal tax to contend with?
And. by the way, what has happened to the
relief we received from L’ncle Sam when
he took off this tax and reduced it to ten
per cent for all tickets over 50 cents ? The
producers and distributors were not satis-
fied with the increase in film rent due to
this relief hut have gone far beyond any
relief we ma>- have realized for a short
jieriod of time.

I have asked this (jnestion of distribution
executives and film salesmen many times
and they come up with this answer : The
cost of producing pictures has increased so
tremendously due to the unbelievable salaries
that are paid to the star power of each
])icture and in addition to that they receive
a certain percentage of the gross take. I
have asked "Why pay them such high
salaries,’’ etc., and they say that if they
don't get their demands they will go over
to television. I say Let Them Go to Tele-
vision. There are plenty of excellent young
actfirs to take their places.

James Dean who starred in "East of
Eden’’ is a good example of young talent
and I’m sure there are many more like him.

1 for one am not interested in making Bing
CTosby, James Stewart, John Wayne and
many others into multi-millionaires.

All this talk of showmanshij) is OK but
it can be overdone. I mean by that that if
a manager or owner keeps his theatre in
top repair, clean and I mean really clean,
and orderly and run with a well trained
staff and advertises properly he is doing
a good job. He doesn’t have to stand on
his head in the lobby of his theatre to at-
tract patrons because they already know
what they want to see and where to see it.
If your theatre is clean and comfortable
they will come — if they want to see the
picture you are showing.

It takes hard work on the part of a man-
ager to run this type of theatre and I don’t

The Letters page of The
HERALD is a forum for industry
opinion on any and every sub-
ject connected with the hitsiness.
It is a place where everyone in
the industry can have his say
about whaTs on his mind. Your
letter tvill he welcome.

see why any exhibitor who operates this
kind of situation should be penalized with
a sliding scale film rent. 1 believe that
straight percentage is the only fair way of
setting up rent for any situation.

Some letter writers have mentioned in
several issues of The HERALD that if a
sliding scale is set up it should he a dimin-
ishing scale instead of one that increases.
That would truly build up incentive to im-
prove the box office but I don’t think that
would be fair to the producer and distribu-
tor because after all is said and done they
are the ones that spend big money preparing
nation-wide advertising and that is the ad-
vertising that puts the picture over at the
box office. If 1 were to use an entire page
in my daily papers advertising a picture that
has never appeared in all the national maga-
zines, on television and radio, etc., I wouldn’t
get any larger crowd than my usual two
column by two inch daily ad. I think most
exhibitors will agree with me on this.

Forty per cent and 50 per cent film rental
for sub-runs in any situation is too high
and something has to be done to bring it
down to a fair-for-all scale. When this
happens then the average good exhibitor
can be expected to spend some money on
long overdue repairs, improvements and re-
furbishing. This in turn will bring better re-
sults at the box office. — FRED I. LINDAU,
Oivnci'-Mamigci', Valley Theatre, Jl^est
Texas Amasemeiit Co., Inc., El Paso, Texas.

Anniversary Issue

To THE Editor:

The Fortieth Anniver.sary issue of The
HERALD, June 11 is one that everyone
connected with our business will want to
keep for reference for many years. Cer-
tainly, I want to keep mine until you iniblish
the Fiftieth Anniver.sary Issue.

Several of our newspaper and radio
friends have expressed great interest in this
issue while in the office. I would like each
of them to have a copy or if not the entire
issue, the insert portion, “A Headline and
By-Line History of 40 Years.”

Congratulations on this issue, which sur-
passed all the excellent efforts of the past.
—WILFRED GILLEN WATER, Manager,
Faramount and State Theatres, Briston,
Tenn.-Va.

MOTION PICTURE HERALD

July 16, 1955

Page

FILM censorship locally attacked

from two directions 12

ALLIED fires barrage before meeting
of the EDC 1 3

TRIPLE damage bill testimony is a
trade practice pro and con 13

ITALY'S screen enjoys resurgence,
by Martin Quigley, Jr. 17

REPUBLIC reports 26-week net profit
of $878,613 20

THEATRES' parties for graduates
pays excellent dividends 25

ADMISSION tax should be aban-
doned by U. S., group asks 25

OHIO ITO directors urge multiple
sound on prints 27

20TH-FOX acquires control of Schles-
inger African circuit 30

BRITISH trade units may join in
assault on ticket tax 32

COMPO audience poll nominations
date is delayed 40

EXHIBITORS Film Finance Group
seeks more sponsors 30

SERVICE DEPARTMENTS

Refreshment Merchandising 45

Film Buyers' Rating 36

Hollywood Scene 27

Managers' Round Table 41

National Spotlight 37

People in the News 35

The Winners Circle 33

What the Picture Did for Me 34

IN PRODUCT DIGEST SECTION

Showmen's Reviews 513

Short Subjects 514

The Release Chart 516

MOTION PICTURE HERALD, published every Saturday by
Quigley Publishing Company, Inc., Rockefeller Center,
New York City 20. Telephone Circle 7-3100; Cable address,
"Quigpubco, New York”, Martin Quigley. President;
Martin Quigley, Jr., Vice-President; Theo. J. Sullivan,
Vice-President and Treasurer; Raymond Levy, Vice-Presi-
dent; Leo J. Brady, Secretary; Martin Quigley, Jr., Editor;
James D. Ivers, News Editor; Charles S. Aaronson, Produc-
tion Editor; Floyd E. Stone, Photo Editor; Ray Gallagher,
Advertising Manager; Gus H. Fausel, Production Monager.
Bureaus: Hollywood, Samuel D. Berns, Manager; William
R. Weaver, editor, Yucca-Vine Building, Telephone Holly-
wood 7-2145; Chicago, 120 So. LaSalle St., Urben Farley,
advertising representotive. Telephone FInoncial 6-3074:
Washington, J. A. Often. Notional Press Club; London,
Hope Williams Burnup, manager, Peter Burnup, editor, 4
Golden Square. Correspondents in the principal copitals
of the world. Member Audit Bureau of Circulations. Other
Quigley Publications: Better Theatres and Better Refresh-
ment Merchandising, each published thirteen times a year
os a section of Motion Picture Herald; Motion Picture
Daily, Motion Picture and Television Almanac. Fame.

MOTION PICTURE HERALD, JULY 16. 1955

(^n the

OFizon

ZANUCK DENIES

Darryl F. Zanuck doesn't know
of any changes. So far as he
knows, he still is 20th-Fox
vice-president in charge of pro-
duction. On the stationery of
that company, his statement
read: "I have made no new deal,
or any new arrangements." He
added his contract always has
provided he could go into "an
advisory capacity" and make pic-
tures personally. He did say
about Buddy Adler that a number
of months ago he had added Mr.
Adler to his staff, and Mr. Adler
also is an individual producer.
And "one of the most capable in
the industry".

OPEN LINE

Now you can call Jimmy Stewart
at Judson 6-7020 (New York).
This telephone number will not
cause the telephone system's
widgets to fidget. Thirty play-
back devices will give you
Jimmy's voice, part of Colum-
bia's campaign for "The Man From
Laramie", in New York and 14
other cities. The New York cam-
paign floundered several weeks
ago when the machinery tangled
and the fans found themselves
talking not to Jimmy but to irate
private subscribers.

CINEMIRACLE

National Theatres needs only
permission by the Justice De-
partment to become a producer,
and is ready to make five pic-
tures this year in its new
process, Cinemiracle, and also
equip 50 of its theatres. So said
Elmer Rhoden, president, to the

circuit's eastern division con-
vention in Denver Tuesday. Mr.
Rhoden also had some optimistic
comment anent the state of the
industry: it has weathered tele-
vision's competition — business
is good with good pictures, and
Hollywood has plenty coming ; the
COMPO Audience Poll should bring
great results ; his own company
envisions design changes in ac-
cordance with trends — it is
planning theatres covering per-
haps six acres, with parking,
refreshments, and diverse en-
tertainments, and even experi-
mental seating in groups as well
as singly.

DEMAND

When and if the Screen Actors
Guild succeeds in compelling the
major producers of television
films to pay players 100 per
cent of original salary for a re-
peat run, it figures to follow,
as the day the night, that SAG
negotiators will stand pat on a
demand for second payment to
players in theatrical films re-
issued for exhibition in thea-
tres that played them new.

PROTEST

Owen Hand, manager of the
Wildwood drive-in, Wildwood,
N. J. , does not like film fare
of what he calls the "burlesque
and nudist colony variety. "
When the owners of his theatre
persisted in booking this sort
of program, he quit, with the
backing of the mayor of nearby
Rio Grande and the Rio Grande
Chamber of Commerce, which has
been petitioning against the
showing of such films.

WHEN AND WHERE

July 20-21: Allied States Association, mid-
summer board of directors meeting.
Statler Hotel, Washington, D. C.

July 25: Annual golf tournament of the

Variety Club of Indianapolis, Broadmoor
Country Club, Indianapolis.

July 26: Annual golf tournament of the

Motion Picture Theatre Owners of Con-
necticut, Racebrook Country Club,
Orange, Oonn.

August 15-20: Audience Collection Week
to benefit Will Rogers Memorial Hos-
pital and Research Laboratories.

August 26: Annual golf tournament and
dinner dance of the Variety Club of
Washington, D. C.. Manor Country Club,
Norbeck, Maryland.

September 9: Deadline for the filing with
the Federal Communications Commission
of answering comments on toll television
briefs, Washington, D. C.

September 19: Annual stag outing of the
Motion Picture Association of Kansas
City, Mo., Hillcrest Country Club, Kan-
sas City.

September 30-October 2: Second annual

convention of the Women of the Motion
Picture Industry, New Orleans.

October 3-7: Seventy-eighth semi-annual

convention of the Society of Motion Pic-
ture and Television Engineers, Lake
Placid, New York.

October 6-9: Annual convention of Theatre
Owners of America, Biltmore Hotel,
Los Angeles.

October 26: Annual convention of the

Motion Picture Theatres Association of
Ontario, Toronto.

October 31: Annual convention of the

national committee of the Motion Pic-
ture Exhibitors Associations of Oanada,
Toronto.

November 1-2: Annual convention of the

Motion Picture Industry Council of Can-
ada, Toronto.

November 2: Annual award dinner of the
Canadian Motion Picture Pioneers, To-
ronto.

November 4: 17th annual dinner of the

Motion Picture Pioneers, honoring Her-
man Robbins as "Pioneer of the Year,"
Waldorf Astoria Hotel, New York City.

November 6-9: Allied States Association,
annual convention, in conjunction with
the annual TESMA-TEDA-IPA trade
show, Morrison Hotel, Chicago.

RKO RADIO SALE ON FIRE

The sale of RKO Radio Pictures, production and distribution company, now wholly
owned by Howard Hughes, to General Teleradio Inc., owners and operators of
broadcasting stations including WOR and WOR-TV, was imminent at midweek.
Thomas F. O'Neil, president of Teleradio, was conferring with Mr. Hughes Wednes-
day and New York sources reported the deal had been closed. As of Wednesday
night there was no confirmation from Mr. Hughes. The sale, it was indicated, would
encompass all assets, including RKO's film library and studio facilities, at a purchase
price of $27,500,000. General Teleradio is a wholly owned subsidiary of General
Tire and Rubber Company and is a principal owner of the Mutual network.

MOTION PICTURE HERALD, JULY 16. 1955

THE BOYS OF ITALY will benefit from the Italian
Bazaar in the lobby of George Skouras' Academy
of Music Theatre, New York, where imported hand-
crafted lamps, dishes and other articles bring
money for the Boys Towns of Italy, a large and
lively charity visited last summer by Mr. and Mrs.
Skouras. The latter is seen above opening the
Bazaar with the star of "Summertime," Italian film
star Rossano Brazzi.

PROFITS for management: awards for employees.
Walter Reade, Jr., right, head of the New Jersey
circuit bearing his name, hands checks to Frank
Deane, manager of the Woodbridge Drive-In,
whose suggestion increased refreshment oven
capacity; Frank P. Perretto, Strand Theatre, Free-
hold, usher, who offered a method of protecting
carpet against cigarette burns; and David Rogers,
manager of that house, whose Idea reduced
advertising costs.

PART OF THE PROMOTION, right. The
man seated is Rex Reason, star of Universal's
"This Island Earth," and he is in the Cleve-
land exchange with, left to right, Ruth Gar-
dlnler and Marcel Rudzinski, Cooperative
Circuit; F. Xavier Musto, Universal office
manager; James Schulman and Jack Schul-
man, of the Schulman circuit; and Norman
Allen, Cooperative. Mr. Reason has been
on tour for the picture.

Id wee

ictured

ON THE SET of "Texas Lady,"
some Texans. Nat Holt, left,
producer of the Superscope
picture which RKO will handle,
is host to Mr. and Mrs. Claude
Stewart. Mr. Stewart is Inter-
state Theatres Waco city man-
ager.

THE PRODUCER DELIVERS THE PRINT. Sam
Bischoff, center, is seen at the Columbus, Ga.,
airport with the cans containing his Allied Artists
picture, "The Phenix City Story." His greeters are
Carl Patrick, left, general manager of the Martin
circuit; and E. D. Martin, head of the circuit and
Theatre Owners of America president. They will
open the picture Tuesday at the Phenix City Drive-
In and Palace theatres, Phenix City, and at the
Georgia Theatre, Columbus.

Herald Photos

IT WAS A PICNIC. Monday, af Governors
Island, in New York Harbor, the First Army
and Universal entertained New York ex-
hibitors and news writers at luncheon
al fresco, a conducted seeing of the sights,
a dress parade and induction, of enlistees, a
cocktail party, and a preview of "To Hell
and Back," the stary of America's most
decorated hero, Audie Murphy. Mr. Murphy,
at left, spoke briefly to the new recruits,
and was the honored guest. At the upper left,
Donald Schine and George Lynch of the
Schine circuit, P. T. Dana, Universal eastern
sales manager; and Bill Kramer, also of the
Schines. Also, left, above. Col. John Roosma;
Mr. Murphy; Brig. Gen. Ralph C. Cooper;
Charles Feldman, Universal sales vice-presi-
dent; and Sol C. Schwartz, RKO Theatres
president. Mr. Murphy has been doing yeoman
pre-release personal promotion, and the com-
pany is backing him in national media with
what it claims is one of its most comprehen-
sive and biggest advance campaigns. The
picture will have October release.

MARTY WOLF, below, who since 1952 has been
assistant sales manager for Altec Service Corporation,
this week was appointed sales manager. He succeeds
Leon D. Netter, Jr., who went over to Todd-AO vice-
presidency. Mr. Wolf joined his organization in 1928,
when it was known as ERPI. He continued with Altec,
in sales, and was Philadelphia credit manager, New
York b ranch manager, eastern division sales repre-
sentative, and then New York sales executive.

the occasion was LIBERACE'S 35TH BIRTHDAY. The musician, after cutting a
cake formed like a piano, then sat down at a real piano on the set of Warners' "Sincerely
Yours, in which he stars. With him are music director Ray Heindorf, business manager
George Liberace, and Warner director of advertising and publicity Mort Blumenstock.

FILM CEIVSOR ATTACKED
FROM TWO DIRECTIONS

Massachusetts Throws Out
Censor; Allied Leader
Warns on Lewd Films

by JAY REMER

Botli state and local censorship received
new setbacks last week from the courts in
Massachusetts and Atlanta. At the same
time New Eng;land exhibitors were warned
by a local exhibitor leader not to buy doubt-
ful films currently promoted because of the
freeing- of censorship ties.

The Supreme Judicial Court unanimously
declared unconstitutional the Alassacbusetts
state blue law which governed censorship of
motion pictures to be exhibited on Sundays
and which gave authority to the State Com-
missioner of Safety, as well as to mayors
and city managers, to permit or withhold
permission for Sunday showings of any film.

Says Peddlers Flooding
Mails Since Decision

Edward Eider, president of Independent
Exhibitors, Inc., of New England, a unit of
National Allied, who cautioned the exhibi-
tors, said film peddlers are flooding the local
mails with announcements of their product
since the decision. He believed the decision
“does not mean that exhibitors can show
films contrary to the public welfare or those
which are immoral or obscene.”

He said a city has the right to stop the
exhibition of any film classed as indecent,
and this protects the welfare of the citizens
and prevents a breach of the peace. He felt
exhibitors should stay away from “doubtful”
films which may offend patrons or those
which could arouse public opinion against
the operation of theatres, “thus inviting ad-
verse legislation which could restrict exhibi-
tors more closely than ever in freedom of
exhibition.”

The court’s decision arose from a con-
troversy between the Brattle theatre in Cam-
bridge and Otis M. Whitney, Commissioner
of Public Safety. The theatre was denied
IK-rmission three times by the Commissioner
to show the Swedish film, “Miss Julie,” on
Sunday, although it had played weekdays.

Appeal Taken to Highest
Massachusetts Court

Cyrus Harvey, Jr. and Bryant Haliday,
the theatre’s owners, took their case to court,
but their petition was dismissed in Middlesex
•Superior Court. The appeal then went to
the .Supreme Judicial Court.

A similar case involving two foreign films,
“Came of Eove” and “One .Summer of Hap-
piness,” distributed by Times Eilm Corp.,
was argued before the court at the same
time as the Brattle case. Alfred Albert, one
of the attorneys for Times, warned exhibi-
tor- they should be on the alert “lest the

FACTIONS GIVE VOICE
ON OHIO MEASURE

COLUMBUS, O.: Two opposing fac-
tions of the late, unapproved Ohio
censorship bill made statements on
the measure last week. Governor
Frank J. Lausche said the legislature
"erred grievously in failing to pass
a pre-censorship law" although the
obscene-films-comic book law ban
which was passed "will be of some
help in curbing the evil influence cer-
tain comic books and motion pictures
have upon morals." Senator Charles
Mosher, leader in the fight against
the bill said it was a "fraud" and
although "well-intentioned and clever-
ly written, its practical results could
have been little more than zero." He
said the approved bill will get much
better results than censorship will ever
produce. Another aftermath of the
fight was the virtual closing of the
Ohio Division of Film Censorship
office with some employees trans-
ferred to other departments.

state legislature or local authorities attempt
to pass new legislation adverse to the right
to show motion pictures without prior cen-
sorship.”

The decision, written by Judge Raymond
S. Wilkins, said in part, “The present con-
troversy concerns exhibitions on only one
day a week and that day Sunday, which
does not seem to alter the governing rules
of law. It is unthinkable that there is a
power, absent as to secular days, to require
the submission to advance scrutiny by gov-
ernmental authority of newspapers to he
published on Sunday, of sermons to he
I)reached on .Sunday, or public addresses to
be made on Sunday.”

Judge Wilkins added that in the court’s
opinion the issues are similar to those in the
Burstyn case, in which the United States
Supreme Court held that motion pictures are
entitled to the protection which the Consti-
tution extends to free speech and free press.

Paper Supports Move to
End Sunday Censor

An editorial in the Boston Herald re-
marked that the Massachusetts blue laws
have been a kind of national joke but “some
of those 17th Century cobwebs are getting
swept loose.” It added that purveyors of
motion pictures, like newspa])er publishers,
are answerable to a judge and jury after
they have erred, not to some censor before
they have made a move.

The Attorney General’s office in Boston
has not as yet indicated any move toward

an appeal to the United States Supreme
Court on the decision. It appears doubtful
that one will be filed.

Meanwhile, in .Atlanta, the censorship
board was enjoined by a U.S. District Court
ruling from enforcing a ban against “Black-
board Jungle.” Judge Boyd Sloan granted
a temporary injunction to Loew's, Inc., dis-
tributor of the film and said, “There is seri-
out doubt as to the constitutionality of the
ordinance.” He added the ban would also
do damage to the film company.

The court order could affect future efforts
to censor films. Attorneys are studying the
decision and its probable future implications.
Barton Bloodworth, assistant city attorney,
who defended the ban of Mrs. Christine
Smith Gilliam and the hoard, said he has
not yet conferred with citj- attorney Jack
Savage or other members of the staff con-
cerning future actions.

Says Court Will Grant a
Stay If Desired

“The decision does not necessarily mean
that our rights have ended to censor pictures
or plays,” Mr. Bloodworth said. “We will
determine our course after conference and
after the court order has been handed down,”
he added. Judge Sloan said if the city asked
for a stay of the court injunction, he would
grant one.

Chicago also came into the censorship pic-
ture last week when Times Film instituted
another suit in Federal Court there. The
company charged in its action that the de-
fendants (the city of Chicago. ^layor Rich-
ard A. Daley and Police Commissioner Tim-
othy J. O’Connor ) were illegally withhold-
ing a permit for “Game of Love.”

In denying Times the requested permit
to show the film in Chicago, the defendants
are infringing on its constitutional rights to
freedom of speech and of the press and pre-
venting it from engaging in lawful business
activities in Chicago, the suit charges. The
proceeding has been initiated in the Federal
court, the company explained, because it is
a New York corporation and the defendants
are Chicagoans.

Eisenhower Signs
Anti-Trust Bill

WASHINGTON : President Eisenhower

last week signed into law a hill providing
a uniform four-year Federal time limit on
private treble damage anti-trust suits. The
new time limit goes into effect six months
from July 7, the day the bill was signed.
Previously, the time limit had been set by
state law and varied greatly from state to
state. The president also approved a hill
boosting from $5,000 to $50,0(X) the max-
imum fine that can be levied as penalty un-
der the Sherman Anti-Trust Act.

MOTION PICTURE HERALD. JULY 16, 1955

ALLIED

BEFORE

Parley with UA Concludes
Series by Joint Group
with Major Companies

by VINCENT CANBY

Statements tliat predicted continuing close
cooperation l>et\veen Allied States Associa-
tion and Theatre Owners of America, along
with at least one threat to distribution to
make good on its promises “or else . .
highlighted the week, which saw the joint
TOA-Allied committee on trade practices
wind up its series of talks with distribution
at a luncheon meeting with United Artists.

Representatives Prepare
Reports on Talks

Representing exhibition at the U.A. con-
ference in New York Tuesday were Wilbur
Snaper, of Allied, and Walter Reade, Jr., of
TO A. On hand for the film company, to
discuss their sales policy and other industry
problems, were William J. Heineman, vice-
president in charge of domestic distribution,
and B. G. Kranze, general sales manager.

Mr. Heineman, following the conference,
explained the exhibitor leaders had told of
e.xhibitor problems and grievances and that
United Artists would do everything in its
power to get the cooperation "of our pro-
ducers in meeting these problems.” It is un-
derstood U.A. represented a unique situa-
tion to the committee, for the sales terms
of many of its films are governed by its
agreement with the particular independent
producer concerned.

The United Artists conference wound up
the series of meetings which began over a
month ago when joint committee members
met with officials of 20th-Fox. Other meet-
ings were held subsequently with the heads
of Paramount, Warner Brothers, RKO, Re-
public, Allied Artists, Columbia and Univer-
sal. The TOA and Allied joint committee
representatives now have retired to their
respective corners to prepare reports for
their respective organizations.

.\ concrete tipoff on the outlines of future
TO.-\,-Allied cooperation is expected to be
offered by Allied’s Emergency Defense Com-
mittee report to the Allied board of direc-
tors meeting in Washington next Wednes-
day and Thursday. The EDC, members of
which are also members of the joint exhibi-
tion committee, will meet in Washington
prior to the board meeting, probably Tues-
day, to put together its final report.

See Joint Committee
Partially Successful

Both Allied and TOA officials, in New
York earlier this week, indicated their strong
belief that the joint Allied-TOA committee,
functioning only a short time, already has
achieved some measure of success. They

FIRES BARRAGE
EDC MEETIIVG

Triple Damage Testimony
Is a Trade Pro and Con

W ASHIISGTOIS : Hearings before a subcommittee of the House of Represen-
tatives Committee on the Judiciary this week became the forum for an attack
ami defense of industry trade practices. Testifying Monday in connection
with a distributor-backed bill to permit Federal judges to award less than
treble damages in private anti-trust suits, Abram F. Myers, general counsel of
Allied States Association, bitterly attacked the proposal. Wednesday Adolph
Schimel, general counsel for Universal Pictures, appeared before the com-
mittee speaking for the MPA A in favor of the bill. The testimony:

MR. MYERS:

Mr. Myers told the committee that if film
distributors want relief from exhibitor anti-
trust suits they should “mend their ways,”
rather than ask Congress to cut down their
potential liability under such suits. Repre-
sentative Emanuel Celler ( Dem., N. Y.)
known to be opposed to the bill was the only
committee member present.

“The best way for the film companies to
obtain relief from the flood of litigation that
threatens to engulf them,” he said, “is to
mend their ways, not to call upon Congress
to shield them from the consequences of their
persistent wrongdoing.”

Mr. Myers said independent theatre own-
(Contimicd on page 16, column 3)

MR. SCHIMEL:

Mr. Schimel reminded the committee of
his testimony before its special subcommit-
tee, when he supported the Attorney Gen-
eral’s recommendation that discretionary
powers for damages be 'given judges. Re-
capitulating major points, he stressed that:
phenomenal rise has taken place in
recent years in the number of private treble
damage actions. A significantly large num-
ber involved the motion picture industry.

. . . They bear out the view that to a cer-
tain extent Section 4 of the Clayton Act
is now being used for something more than
the ancillary enforcement of the anti-trust
laws and that the treble damage feature of
{Continued on page 16, column 1 )

raised the point of how much greater will
be the accomplishments following a longer
period of v.'orking together.

Concrete results from the individual com-
pany conferences already are being enjoyed
by many smaller theatres, they said. Ac-
knowledging that there still is much to be
done and that it will take time before many
of the promises made by distribution execu-
tives at the home office are executed in the
field, the exhibition leaders expressed satis-
faction with the gains now apparent.

It was acknowledged that there may be
areas in which Allied and TOA might find
themselves at opposite ends of the pole on
such an issue as the Allied proposal to seek
Federal regulation of film rentals. At the
same time it was pointed out that there is
a wide area of mutual interest, an area
which can be fruitfully harvested.

Meanwhile, in Minneapolis Monday, Ben
Berger, chairman of Allied’s EDC. issued a
statement saying flatly that the major dis-
tributors have one week to make good on
oral agreements to the joint committee, or
the EDC will take other action.

“So far we’ve had a lot of promises and
not much action from the major film com-
panies,” said Mr. Berger. “We want those
promises implemented by the time we meet
in Washington July 20 or we'll have to start
planning along another direction.”

Conceding that the planned adjournment
of Congress by the end of this month bars
introduction of regulatory legislation this
year, Mr. Berger said that Allied’s EDC
will push for an early start of hearings be-
fore Senator Hubert Humphrey’s (D.,
Minn. ) small business subcommittee so that
the report will be available for the opening
of Congress in January.

Mr. Berger said Allied is asking the ma-
jors to set a policy of flat rentals for the-
atres grossing less than $1,000 a week, and
is asking further “protection” for the small
houses in the form of an arbitration setup
to judge whether rentals are reasonable.

“All we are asking is that all small the-
atres be guaranteed the opportunity to play
the top pictures at prices they can afford
to pay. The mere fact that a film company
will sell flat is no guarantee that the figure
is within reason, and we are asking that
they be given some opportunity to arbitrate
such rentals where they believe them to be
out of line,” iVIr. Berger said.

He added that next week’s session will be
for Allied’s EDC team only, but emphasized
that there was no important difference of
opinion between Allied and TOA’s commit-
tee on the important issues. “We expect that
they will continue to cooperate with us as
they have. We seem to be in agreement on
the major issues,” he declared.

MOTION PICTURE HERALD, JULY 16, 1955

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SCHIMEL SAYS:

{Continued front page 13)

Section 4 is exploited for purposes not in-
tended by Congress.”

Mr. Schiinel also stressed that Govern-
mental actions become precedental and he
claimed 90 per cent of private actions follow
Government court victories. In the industry,
he contended, "the great mass of civil liti-
gations followed the judgment of the Su-
preme Court in the Paramount case." He
also charged "it would not be unfair” to
state most complainants "discovered their
cause of action" only after the decision,
and that anti-trust suits have "become a
form of prospecting for gold.”

Says Lawyers Have Stake

He added lawyers generally have a con-
siderable stake : their cases often are con-
tingent : and he cited one firm which had
at one time 17 cases pending, each for a
different client.

Furthermore, with all this legal talent
available and continual litigation, judgments
have been made which are substantial and
have little or no relationship to the wrong
done or damages sustained, he charged. The
"last word” usually is the Supreme Court,
whose votes are close, showing how much
division there is on cases of ‘‘illegality,” he
also commented. The conclusion, as he
reached it, is that it is appropriate to leave
punitive damages to the discretion of a
judge.

A judge who sits for weeks on a trial
has bases of appraisal which are unique ; he
also has power to frame a decree ; the courts
have recognized this authority and its ad-
ministration with justice, Mr. Schimel also
reminded the committee. And he also re-
marked the Department of Justice addition-
ally is given comparable discretion.

Mr. Schimel also brought up a point of
singularity : It may be that neither in state
nor other Federal laws is there provision
for mandatory trel)le damages.

He then attacked the amendment provid-
ing treble award upon ascertainment of
“willful” damage. The language is in ques-
tion, Mr. Schimel .said: what is “willful?”
Does it mean intent, or intent at the time
noted; and is it for decision by judge or
jury; and if such a moot question is in
reality for a jury, is not reference therefore
reducing the stated authority of the judge?
And if for a judge, then it is claimed it
doesn’t alter his discretionary power.

Challenges Testimony

Mr. Schimel also challenged testimony
previously given which he said was about
intra-industry problems, had little or no re-
lation '. the matter the Committee was con-
sidering, had already been studied by the
Senate ‘ ‘ommittee on .Small Business, and
had been dispf;,ed of in interim anti final
report^ ‘negating the unsupported charges
here made to you.”

He said he didn’t intend to use the Com-
mittee as a forum to defend distributioii but
was impelled to point out:

That the Justice Department zealously in-

ANNOUNCEMENT

Raymond. Levy

Quigley Publications
pointed a
in 1951.

Martin Quigley,
president of Quigley
Publishing Company,
Inc., has announced
the appointment of
Raymond Levy,
vice - president, to
the newly created
post of executive
publisher of Quigley
Publications. Mr.
Levy, who has had a
broad experience in
publishing, advertis-
ing and promotion,
joined the staff of
in 1950 and was ap-
/ice-president of the company

vestigates every exhibitor complaint ; that
exhibition is affected by competitive factors
over which distril)ution has no control ; that
the new medium of drive-ins has “seriously
affected” conventional theatres ; that tele-
vision’s impact may not be overestimated ;
that drive-in operators are "new venturers”
in the motion picture industry ; that trade
practices are matters of opinion and judg-
ment most appropriate for arbitration ; that
the 19.S2 arbitration plan failed because of
its "flat rejection by the exhibitor organiza-
tion whose general counsel appeared before
you. . . .”

He added that world conditions materially
affect the industry ; that foreign revenues
account for recent picture company profit
rises; that these companies have learned. to
obey the law not only through the great
Government case but through hundreds of
anti-trust suits. “A charge they now act in
disregard of their obligations obviously re-
quires no answer.”

liVins Trust
Duwnuge Suit

HOUSTON: A verdict of $20,000 in favor
of I. B. Adelman, Houston theatre operator,
against eight major distributors and Inter-
state Circuit was returned in Federal Dis-
trict Court here last week. Attorneys for
the film companies and the circuit announced
they will appeal the jury verdict.

Mr. Adelman had originally asked for
$2,436,000 which represented triple damages
on $5(K),000 for alleged forced sale of his
Houston theatre and $312,000 because of a
conspiracy to deny him first run product.
Under the triple damages clause of the Sher-
man Anti-Trust Act, the $20,000 verdict
represents a $60,000 award. The court set
August 22 as the date for a hearing on the
matter of e{|uitable relief.

The defendants, in addition to Interstate,
were 20th Century-Fox, RKO Radio, Para-
mount, Warners, Loew’s, Inc., Columbia,
United Artists and Universal.

MYERS SAYS:

{Continued front page 13)
ers were especially concerned about the bill
because “they have been more exposed to
and have suffered more from monopolistic
practices than anr’ other class of business
men.” He charged that film distributors
would be the “principal beneficiaries” of the
bill, and cited the Supreme Court’s observa-
tion in the Paramount case on the distribu-
tors’ “marked proclivity for unlawful con-
duct.” They are still continuing their un-
lawful practices, he added.

Asks Thorough Inquiry

The Allied official called on Congress to
make a “thorough inquiry into the effective-
ness of the decrees entered in Government
civil actions, especially the consent decrees,
and as to the manner in which those decrees
are being enforced, before taking any action
on the bill. He declared that the consent
decrees in the film cases “have not protected
the independent exhibitors from the monopo-
listic power of the film companies,” and that
“the policy of fewer pictures and higher
rentals, adopted subsequent to the decrees,
is forcing many small theatres to close, while
the film companies’ net earnings increase.”

Noting the argument of supporters of the
bill that the anti-trust laws are so indefinite
that many violations are unwitting and
should not be penalized by mandatory treble
damages, Myers said this claim “will not
stand up under an analysis of the decided
cases.”

Mr. Myers noted that the recent report
of the Attorney General’s Committee to
study the anti-trust laws had endorsed dis-
cretionary damages, and said that this rec-
ommendation should be considered in light
of the fact that the Committee included four
lawyers who had represented defendants in
the Paramount case and did not include any-
one who had ever represented independent
exhibitors.

Finally, Mr. Myers argued, the provision
requiring treble damages where the violation
is “willful” does not make the bill a good
one and may even make it a worse one by
requiring the plaintiffs in anti-trust litigation
to prove “willfulness” as well as to prove a
violation.

Recalls RoyalVs Testimony

Mr. Myers noted that Kenneth Royall,
testifying in behalf of MPAA in support of
a similar bill several years ago. had warned
that anti-trust suits threatened to wreck the
financial structure of the major film com-
panies. He charged that since then. Con-
gress had reduced the admissions tax, that
the major companies had “confiscated” the
benefits of this tax cut by cutting back pro-
duction and forcing higher film rentals, and
that the earnings of the major companies
have “increased by leaps and bounds.” He
reviewed recent favorable earnings state-
ments of the major companies and sarcasti-
cally observed that ‘‘these are the corpora-
tions who claimed that their very existence
was threatened by treble damage suits just
four years ago.”

MOTION PICTURE HERALD, JULY 16, 1955

ITAL V’S SCREEN HOPPING

Post-War Resurgence Is Extraordinary

Dr. Richard Hayes, Irish State censor for IS years who is now retired on a consultant
basis; Martin Quigley, Jr,, and Dr. Martin Brennan, new censor, in Dublin.

IIS THIS second of a series of three
articles commenting on film industry
conditions abroad, Martin Quigley,
Jr., editor of The HERALD, continues
a discussion of the impact of new
techniques on the industry in Britain.
Last iceek the first article commented
on the general health of the intlustry
in Europe following the post-war eco-
nomic adjustment, Mr. Quigley visited
England, Ireland and Italy last month,
areas of the motion picture market
with which he is especially familiar
through earlier visits ami through ex-
tended sojourns in each of these coun-
tries during the war.

by MARTIN QUIGLEY. Jr.

The general exhibition situation in Brit-
ain has been upset by the booking innpasse
between Twentieth Century-Fox and the
Rank Organization. This is reported to
have arisen over reluctance of the Rank
group to meet 20th-Fox's requests with
respect to CinemaScope installations (and
presumably rental terms). The effect has
been that that product has been largely
sold away for the first and other key runs.

Th is has been a golden opportunity to
Sidney Bernstein's Granada Circuit and
some of the other chains. Despite the radi-
cal change in its long established releasing
patterns, 20th-Fox expects to finish this
year In Britain with its best sales record
since 1946. This is remarkable because the
number of accounts equipped to play
CinemaScope was relatively small in the
first months of this year.

For their part the Rank theatres have
not suffered especially on account of the
withdrawal of the 20th-Fox product. This
is due principally to the fact that British
product — and the Rank organization, of
course, is the chief supplier — continues to
make steady progress with the paying
customers.

British Ban Brutality

While naturally enough producers in
Ffollywood are sensitive to criticism ema-
nating from the 48 states, it might be well
also to give some heed to what our cus-
tomers abroad like and dislike. The British
are already on record against alleged ex-
cessive brutality in American films. A half-
dozen have been banned and several more
held up. The number cut to ribbons may
only be surmised but is a considerable
figure. While such attentions as have been
given to the British objections have cen-
tered on brutality, the British Board of Film
Censors also has been objecting to certain
other treatments in American films during
the past two years.

The American industry in general and
Hollywood in particular is not yet suffi-

ciently aware of the fact that many Euro-
pean patrons prefer locally made product.
The day is long since past — and is not
going to return — when patrons in every
land felt that a Hollywood trade mark was
a sure sign of quality and that locally pro-
duced films were likely to be less appealing.
In countries sufficiently large to maintain a
sizeable production industry, the trend is
toward approval of native product.

As long as the total market keeps ex-
panding— and it is likely to do so more or
less indefinitely on a worldwide basis,
American companies do not need to suffer
from this state of affairs. In fact in the
long run it may be beneficial.

Local Success Helps All

In Britain, tor example, the American
film industry was always on precarious
ground, from a long range point of view,
when British product was inferior. This
flowed from the fact that such a state of
affairs enkindled official and public jeal-
ousy and bred discriminatory and, one
might say, retaliatory legislation. On the
other hand a successful local film industry
makes the way to free competition easier.

American film companies will continue to
do very well with their hit pictures even in
countries such as Britain and Italy where
native competition Is keen. Nevertheless
locally made films will probably keep get-
ting a higher percentage of the total box
office receipts. In Ireland, which has no
local Industry and Is too small to support
one on a sound basis, British pictures have
been gaining ground each year since World
War II. It would be difficult to find a
harder market for British pictures than Ire-
land on account of the diversity of the
peoples and the hundreds of years of bitter-
ness (which thankfully Is now showing signs
of diminishing).

British production companies have been
relatively slow to rush Into the new tech-
niques— even In comparison with those in

Italy. The first British film with full stereo-
phonic sound, made by Herbert Wilcox,
is now In the editing stage.

While during the war major cities in Italy
were not as badly damaged as those In
Britain, the economy of the country was
almost totally destroyed. As tens of thou-
sands of American and other Allied soldiers
can testify, the Italian peninsula was fought
over almost Inch by Inch. Having been an
original member of the Axis, It Is not sur-
prising that the country suffered grievously
not only from direct military action but also
from ruinous Inflation.

The Italian film production Industry was
for all practical purposes wiped out in the
period 1941 to 1950. Rome, the major pro-
duction center, was first occupied by the
Germans and then by the Allies. The major
studio, Cine-Citta, became a giant refugee
camp. Much studio equipment was taken
to the North when Mussolini sought safety
with Hitler.

Shortage Followed War

Those Italian theatres which were not de-
stroyed or seriously damaged during the
war endured many years of product short-
age. After the war American pictures en-
joyed a very high proportion of the playing
time. Although the film legislation of Mus-
solini, encompassing many laws, was wiped
out in 1945 (partially as a result of this
writer's efforts) the new Italian Government
quickly took legislative steps to protect the
industry. Subsidies and Government assis-
tance take a variety of forms, including a
requirement that Italian theatres give so
much playing time to local productions.
Successful Italian films stand to make fan-
tastic profits due to government rebates to
producers of the admission tax collected.

The rapid progress made by fhe Italian
film Industry in winning a sizeable share of
the Italian market and to rank third only
to the American and British In the world
(Continued on page 20, coliunn 1)

MOTION PICTURE HERALD, JULY 16, 1955

^''ekyvvheiie it

and IT\

^f-AYs iT’c

^‘^^AIENDousi

«^'NG B,GGE« BVERV D4V.;
WE URGE YOU TO CHECK
ANY OF THESE SITUATIONS
ji AND SEE FOR YOURSELF!

‘'ci’een Play by GEORGE WORTHING KATES bud HAT SMITH • lechnical Effects Createif by RAK HARRKHAOSEN
ProJuceil by CHARLES H. SCHNEER • Directed by ROBERT GOROON • A COtUMilA PICIDBE

with

SAN FRANCISCO "A" Houses

SAN FRANCISCO- PARAMOUNT
SAN JOSE-SrUD/O
BERKELEY- OAKS
OAKLAND- TAD

SEATTLE "A" Houses

SEATTLE - COLISEUM
SPOKANE— ORPHEUM

PORTLAND "A" Houses

PORTLAND - ORPHEUM

DENVER "A" Houses

DENVER- DENVER

ALBUQUERQUE, NEW MEXICO - KIMO
COLORADO SPRINGS -8fh ST. Drive In
PUEBLO - MESA Drive In

LOS ANGELES "A" Houses

LOS ANGELES - HILLSTREET
LOS ANGELES - HAWAII
LONG BEACH -STATE
LONG BEACH - CIRCLE Drive In
SANTA BARBARA - GRANADA
SAN PEDRO- WARNER
GLENDALE- CAP/TOL
HUNTINGTON PARK- WARNER
SAN BERNARDINO - RITZ
BAKERSFIELD - CALIFORNIA
PASADENA - HASTINGS Drive In
PASADENA- UNITED ARTISTS
SAN DIEGO - SPRECKLES

DETROIT "A" Houses

DETROIT- CAPITOL
GRAND RAPIDS - REGENT
SAGINAW- FRANKLIN
BATTLE CREEK- 6/JOU
BAY CITY- WASHINGTON
PONTIAC- STRAND
MUSKEGON - MICHIGAN
LANSING -GLADMER

flint- palace

JACKSON- CAP/TOL
KALAMAZOO— CAPITOL
ANN ARBOR- MICHIGAN

DES MOINES "A" Houses

DES MOINES - ORPHEUM

SALT LAKE CITY "A" Houses | ^

SALT LAKE CITY- LYRIC | ^

SALT LAKE CITY- AUDITORIUM Drive In | ^

■mi

Executive Producer-SAM KATZMAN

ITALY RESURGENCE

(Continued from page 17)
market is one of the most astonishing de-
velopments in post-war film history. It was
anticipated that the French would have that
position and If not the French then the
German industry.

There is no doubt that the Italian Indus-
try richly deserves its present high rank. It
combined production daring and experi-
mentation with a keen appreciation of the
niceties of international film diplomacy. An
Important share of the credit for the pres-
ent position of the Italian film Industry goes
to a man who is neither producer, distribu-
tor or exhibitor.

Cite Work of Monaco

The man Is Eltel Monaco, president of
A.N.I.C.A., the Italian motion picture asso-
ciation. Mr. Monaco was trained as a law-
yer and from youth specialized in motion
picture affairs. Eventually during the war
he reached the position of director general
of cinematography (top government official
concerned with the industry) in the last
Mussolini Government In Rome. This posi-
tion was a reward for his technical com-
petence because he was not a political
figure. Mr. Monaco had the wisdom not
to follow Mussolini in his folly of establish-
ing a Government under Nazi tutelage.
Mr. Monaco was first general counsel of
A.N.I.C.A. later becoming its president.

One of his first activities for that organ-
ization In 1945 was the drafting, in associa-
tion with this writer, of II Codice per la
Cinematografla, a motion picture produc-
tion code. The Italian document was in-
dividually accepted by most of the Italian
nroducers in 1945 and officialy adopted by
A.N.I.C.A. in 1946. It was never put into
operation although it continues to be a
point of reference in all attempts to im-
prove the moral base of Italian films.

Cne of the problems of Italian product
in the home and International markets is
thal too many films are wanting In those
moral principles which would make them
acceptable family entertainment. Even now
efforts are continuing, led by Mr. Monaco,
to put Into operation an effective self-regu-
lation system under a sound production
code. Aims would Include not only provid-
ing pictures with a wider audience but also
to lessen government censorship and other
interference In production and distribution.
Some Italian films have been held up by
the Government on the grounds that their
distribution might harm the prestige of the
country abroad.

Lux, Titanus Are Leaders

The old government-supported produc-
tion companies — Enic and Cines no longer
are In a dominant position; nor is Scalera,
which was the chief factor In the war pe-
riod. The giants of the Italian industry are
Lux, headed by Dr. Renato Gualino, and
Titanus, headed by Dr. Goffredo Lombar-
do. Both are young men, sons of famous
fathers. For several years Dr. Gualino has
been In the forefront of Italian production

activities. He Is a head of Italian Films Ex-
port and Is a past president of the Italian
Producers Association as well as a past
president of the International Federation
of Film Producers Association. Dr. Lom-
bardo Is just now coming Into the limelight.

[This is the second of three articles by
Mr. Quigley. The concluding article next
tveck tvill discuss production in Italy,
with particular reference to co-produc-
tion with U.S. and European companies,
and zoill surz'cy the c.chibition scene in
Ireland.^

Smith Circuit Plans
Four New Drive-ins

BOSTON : E.xpansion plans of Smith Man-
agement Co. of Boston, operators of 20
drive-ins scattered tlirough the Midwest,
New Jersey, New York and New England
include four new outdoor theatres, three to
be ready for occupancy by August 1 and the
fourth to be started in September.

The latter drive-in is to be located in the
Boston metropolitan area and will accom-
modate 3,600 cars in a true dual-type theatre
with 1,800 cars on each side.

On July 15, Smith was to open its Jersey
City Drive-in, accommodating 1,800 cars.
On July 22, its new' Hartford, Conn., thea-
tre. located in the heart of the city, will
open for 2,1(K) cars, while on July 29, the
circuit will present its first theatre in the
Baltimore area. Situated in Timonium, Md.,
this theatre was started by Freeman &
Lerner of New York, but was taken over
by the Smith interests about a month before
completion.

Warners' Ralph Budd in
Film Lecture Series

Ralph W. Budd, personnel director for
Warners, has begun a series of lectures en-
titled “What Is a Motion Picture ?’’ He
will speak before Rotary, Kiwanis, Lions
Club, Chambers of Commerce, Women’s
Clubs and other community groups in the
New York area and will also address high
school audiences in the fall. The series will
include an outline of all the phases of W'hich
a motion picture consists, from the time
a property is secured to the finished product
which plays in theatres. He is next sched-
uled to speak before the Kiwanis Club of
New York at the McAlpin Hotel, July 27.

Loew's Leases House

Hemlock Theatre Corporation, a wdiolly
owned Loew’s Inc. subsidiary, last week
leased the 2,(XX) seat Loew’s Victory, the
Bronx, New York, to W & G Operating
Corp., headed by Morris Goldman and Mar-
tin Wurtzberger. The theatre now is closed
and being refurbished.

Judge McCraw Reappointed

The Honorable W’illiam McCraw, judge
in the Texas Criminal Courts, has been re-
appointed executive director of International
Variety Clubs. Last year he was appointed
to the bench and he temporarily relinquished
the ijosition he had held for several years.

Mtepublic Met

$879,613

Republic Pictures Corporation and its
subsidiaries reported a net profit of $1,911,-
613 before provision for Federal taxes for
the 26 weeks ended April 30, 1955. Esti-
mated Federal, normal and surtaxes are
$1,033,000, or a net after taxes of $878,613.

For the similar period last year, the com-
pany reported a net profit of $1,045,393 be-
fore provision for Federal taxes. Estimated
Federal, normal and surtaxes were $565,000,
or a net after taxes of $480,393.

Don't Blame Movies,

Youth Tutor Advises

Juvenile criminality must not be blamed
on the movies or even on comic books, in
the opini<3n of a New York youth leader,
speaking recently to the Summer Institute
for Social Progress, at Bard College, Pough-
keepsie. Ralph Whelan, executive director
of the Youth Board of New York City,
pointed out 97 per cent of adolescents are
exposed to allegedly detrimental media, and
survive. He added he feels all mass com-
munications should police themselves as the
films do. The children wdio develop anti-
socially do so because of early experiences
most likely in homes and would be delin-
quent without movies, comic books, or TV,
he believes.

Producers Guild Writer
In Support of Code

HOLLYll^OOD : Unqualified support of
the Production Code Administration by the
Screen Producers Guild is expressed in a
letter prepared by Samuel G. Engel, presi-
dent of tbe guild, for transmission to Eric
Johnston, president of the Motion Picture
Association of America, and for presenta-
tion to the board of directors of the guild.
The Screen Directors Guild and the screen
writers division of the Writers Guild of
America recently went on record as sup-
porting the code and urged all producers
to resist attempts by organizations outside
the industry to enforce changes in films that
have been given the Code seal.

"Stranger" Song Keynotes
Picture's Promotion

A mass music promotion supported by
340 disc jockeys and more than 2,500 music
shops in every exchange area in the coun-
try is setting the tempo for intensified local
campaigns for United Artists’ “Not As A
Stranger,’’ the film version of the best-sell-
ing novel produced and directed by Stanley
Kramer. The campaign is pegged to five
recordings of the picture’s title song being
distributed by Capitol, Columbia, RCA-
Victor, Epic and Label-X. Music shop
activity includes window and counter dis-
plays and accessories, as well as a life-size
blow-up of Frank Sinatra, who is co-starred
in the film and who is featured on the
Capitol record.

MOTION PICTURE HERALD, JULY 16. 1955

Excitement is the key-note of

our industry . . . call it show busi-
ness . . . call it entertainment . . , call it
whatever you like, but EXCITEMENT
is what it all boils down to.

United Artists has it!

lOBERrr A|

p^ktcer-Director nHEulM
MfHE BIG KNIFr*— iip
SHELLEY WINTERS, WN
JEAN HAGEN

''ifSbji

CHARD

iieer-Direetor , -

Cfin^|iijBiScope--st^ J
'n&rVMaiJ"~CDlor-Cii

f'J' ■ I*

Alx W

rodueers gtmm
««ROBBEIIS

starnm

■

ANIII

The list of personalities and properties
in this ad spells it out. There are RIGHT
NOMh in some stage of actual prepara-
tion or production, over 100 top quality
pictures. This guarantees to exhibitors
throughout the world more than 30
films a year for the next 3 years — with
a promise of even greater news to
come, in quality and quantity.

Backed by a distribution and promo-
tional staff that has more than doubled
its world-wide personnel in the last few
years, it is no exaggeration to state
that UA is prepared to fulfill not just
the greatest program in its 36 year
history, but one of the greatest in the
history of this industry.

“NOT AS A STRANGER"— starring OLIVIA de HAVILLANO,
ROBERT MITCHUM, FRANK SINATRA, GLORIA GRAHAME,
BRODERICK CRAWFORD, CHARLES BICKFORD

“THE PRIDE AND THE PASSION"-Technicolor

VistaVision

KORMAN KRASNA

Producer-Director-Writer

“THE AMBASSADOR'S DAUGHTER’
“KIND SIR"

ANATOLE LITVAK

Producer-Director

Three pictures in four years

HAYMES-

MAYWORTH

r tCHYSTAL BAY PROD.)

pictures in two years

ILYA LOPERT

LD HECHT-
LANC ASTER

hicer-DireetorStar (hecht^^ncaster prod

Producer

“SUMMERTIME"— Technicolor— starring KATHARINE HEPBURN,
ROSSANO BRAZZI
In association jvith London Films

“RICHARD III" (IN ASSOCIATION WITH LAURENCE OLIVIER)

Technicolor— VistaVision— starring LAURENCE OLIVIER,

CLAIRE BLOOM, RALPH RICHARDSON, MICHAEL REDGRAVE,
JOHN GIELGUD, JOHN MILLS

“THE LUCKY KID”— Eastman Color— starring CELIA JOHNSON

“THE MAN WHO LOVED REDHEADS"— Technicolor
starring MOIRA SHEARER, JOHN JUSTIN

JOS. L. MANKIEWICZ

**TNE KCNTUCKIAN"— Technicolor— Cinemascope j

Starring BURT UNCASTER with DIANNE FOSTER. DIANA LYNN

Producer-Director-Writer (Figaro, inc.)

Four pictures in three years

•*«IAinY"-starring ERNEST BORGNINE, BETSY BUIR

‘*niAPlZE"-starring BURT UNCASTER, GINA LOLLOBRIG?
TONY CURTIS

“THE WAY WEST"
“TOO MUCH MAN"
“ELEPHANi;jilLL"
“THE T

VICTOR MATURE

Producer-Star^^^^ ^

Six pictures in five years

DAVID MILLER

Producer-Director

“THE SHORT WEEK-END”

Producer-Smrtomi .

Fiveil^i^uct^;^ in four years

I.'^^FORELGK IfCTRiGUE” (IH association with SHtLDON REYNOLDS)

E.t\

AM NASSOUR

-•(i

‘ ^.-HC BEAST OF HOLLOW MOUNTAIN"

Eastma^ Color— Cinemascope— RegiScope
starring GUY MADISON, PATRICIA MEDINA

^‘RING AROUND SATURN"— Color— RegiScope

ROBERT PARRISH
and TOM LEA

Prod ucer-Dire ctor

•* ■ w

"THE WONDERFUL COUNTRY

PINE-THOMAS-SHANE

Producers

"LINCOLN McKEEVER"-starring JAMES CAGNEY

“MOUNTAINS HAVE NO SHADOWS"

"THE BIG CAPER"

OTTO PREMINGER

Producer-Director

Three pictures in three years

1. "THE MAN WITH THE GOLDEN ARM"

starring FRANK SINATRA

ROBERT ROSSEN

Producer-Director-Writer

Two pictures in two years g

1. "ALEXANDER THE GREAT"— Technicolor-^CinemaScope
starring RICHARD BURTON, FREDRIC MARCH,

DANIELLE DARRIEUX, CLAIRE BLOOM

SABRE PRODUCTIONS

Producer-Director (frank seltzer, victor orsahi, Joseph newman)

"FLIGHT FROM HONG KONG"— starring ANTHONY QUINN

"THE BOSS

‘MR. TEX'

VICTOR SAVILLE

Producer-Director (parklane pictures)

"KISS ME DEADLY"-starring RALPH MEEKER

"MY GUN IS QUICK"

"A MOST CONTAGIOUS GAME"

"ONE LONELY NIGHT*

"BIG KILL"

•I

SCHENCK and ^
HOWARD W. KOCH

Producer-Director (bel-air prod.)

Six pictures in two years

1. "BIG HOUSE, U.S.A."-starring BRODERICK CRAWFORD.
RALPH MEEKER

2. "DESERT SANDS*’— Technicolor— SuperScope
starring RALPH MEEKER, MARLA ENGLISH, i. CARROL NAISH

3. "FORT YUMA”-Technicolor-starring PETER GRAVES,

JOHN HUDSON

4. "REBEL IN TOWN"

5. "THREE BAD SISTERS"

FRANK SINATRA

Producer-Star (Oxford productions)

Five pictures in four years
1. "ONE WAY OUT"

EDWARD SMALL

Producer

"THE NAKED STREET”— starring ANTHONY QUINN.
FARLEY GRANGER, ANNE BANCROFT

"TOP GUN**-starring STERLING HAYDEN

"GOD IS IN MY CORNER
"THE LAST NOTCH'

OBERT WATERFIELD
JANE RUSSELL

Producer-Star (russ-fielo corp.)

‘GENTLEMEN MARRY BRUNETTES**-Technicolor

CinemaScope-starring JANE RUSSELL. JEANNE CRAIN

q"THE last man in wagon MOUND"-Color

Widescreen— starring CLARK GABLE

"RUN FOR THE SUN"-starring RICHARD WIDMARK

"THE GREAT MANHUNT"

“WAY OF AN EAGLE"

“OIL FIELD STORY” (Untitled)

ORSON WELLES

Producer-Director-Star

‘OTHELLO"

CORNEL WILDE

Producer-Star (theodora prod.) ^

"STORM FEAR**-co-starring JEAN WALLACE

SHELLEY WINTERS

Group Urges
U.S.A bundoMB
Ticket Tux

WASHINGTON : A special advisory com-
mittee of the Commission on Intergovern-
mental Relations has recommended that the
Federal and state governments give up the
admission tax to local government use or
at least allow local admission taxes to be
credited against the state or Federal tax.

The report of the advisory committee has
just been made public. The commission,
set up by the President and Congress to
study problems between the Federal and
state and local governments, submitted its
report and went out of business June 30.
The commission’s report ducked the sub-
ject of the admission tax and merely de-
clared there was no pat solution to the prob-
lem of overlapping Federal, state and local
taxes.

The commission has special study groups
on various subjects, however, and one of
these groups dealt with the problems of
local government. It was headed by Sam
H. Jones, former governor of Louisiana,
and its members included the mayors of
Kansas City, Kalamazoo, Bismarck, Cleve-
land Heights, San Francisco, and Keokuk,
the commissioner of Milwaukee County, the
president of the National Association of
County Officials, and public opinion pollster
George H. Gallup.

On the subject of taxes, the group de-
clared the Federal government should stay
out of the retail sales tax field because that
is so widely used by state governments.

Moreover, the group said, “The admis-
sions and amusement taxes can be admin-
istered by local governments as effectively
as they can by either the national or state
governments. Furthermore, since the local
costs of servicing places of entertainment
and amusement are high, the national gov-
ernment is urged either to abandon the tax
on admission or allow credit for local ad-
mission taxes against the Federal levy.”

The success of this plan, the study group
noted, is “further dependent on state en-
abling acts in some states and the with-
drawal of other states from this revenue
source.”

Skouras in Brussels;

Talks on Brotherhood

Spyros P. Skouras, president of 20th Cen-
tury-Fox, was to arrive in Brussels from
Johannesburg Wednesday, July 13, and ad-
dress a panel session of the World Brother-
hood’s Second World Assembly the follow-
ing day. The film company president also
will introduce a special filmed subject which
will feature excerpts from Gentleman’s
Agreement,” “The Good Earth,” “Going
My Way,” “Pinky” and “A Alan Called
Peter” in CinemaScope. The subject will
illustrate the potential of motion pictures as
an instrument for world brotherhood.

PARTY FOR GRADUATES IS
DIVIDEND-PAYING AFFAIR

Shown at one of the breakfast tables at the Eureka theatre. Eureka, Calif., is part
of the senior class who were pre-dav/n guests of the Redwood Theatres management.

SAN FRANCISCO: Nine houses, under the
aegis of George Mann's Redwood Theatres,
generously gave the recent graduating
class, in their respective localities, a special
film preview and breakfast in their honor.

This striking and outstanding example of
good community relations was enthusias-
tically supported by the PTA, church and
community leaders. School authorities co-
operated wholeheartedly with the theatre
managers in organizing the project. Teacher
committees divided the responsibilities,
some serving as ushers while others cooked
and served the breakfast.

The publicity, both before and after the
event, was terrific — it made the front pages
of the local press and had good radio and
TV coverage as well. A story also appeared
in the San Francisco Examiner. The stu-
dent response was astonishing, not to say
overwhelming. Of a total of some 1,650
graduates, there was a 100 per cent attend-

ance in every locality where the entertain-
ment was offered.

Participating theatres included: Areata
theatre. Areata; Eureka, Eureka; Fortuna,
Fortuna; Noyo, Willits; State, R. Bragg;
Ukiah, Ukiah; Aven, Healdsburg; State,
V/oodland, all California, and Pelican,
Klamath Falls, Ore.

Letters of appreciation poured into the
San Francisco headquarters of the circuit
from students, parents, principals and inter-
ested citizens besides the official thanks
from the student and PTA groups.

"The success of this initial effort so tar
outdistanced our most optimistic expecta-
tions," according to George Mann, "that
we have decided to make it an annual af-
fair." The fact that there were none of the
unfortunate incidents which have marked
the post-celebration of youthful graduates
in recent years was most gratifying and
proof that it was eminently worthwhile.

Television Set Production
Increases Over 1954

WASHINGTON : Television set production
in May followed a seasonal pattern and
dropped off from April, but was above May,
1954, according to the Radio-Electronics-
Television Alanufacturers Association. Alay
production was put at 467,394 sets, com-
pared with 583,174 sets for April and 396,-
287 sets in May, 1954. There were 3,238,820
sets produced during the first five months
of 1955, RETMA reported, a 41 per cent
increase over the 2,301,055 sets produced
during the comparable period in 1954.

"Wichita," "Phenix City"

Have July Premieres

John C. Flinn. Allied Artists director of
advertising and publicity, and Joel McCrea,
star of “Wichita,’’ attended the film’s world

premiere Wednesday at the Aliller theatre,
Wichita, Kansas. Following this premiere,
Mr. Flinn went to Chicago for the world
premiere of “The Phenix City Story” at
the Woods theatre July 19. The film will
be simultaneously shown at the Palace the-
atre and Phenix City Drive-In, Phenix
City. Ala., and the Georgian. Columbus. Ga.
Mr. Flinn will then go to New York for
conferences with Martin S. Davis, eastern
advertising and publicity managei , and
Harry Goldstein, head of eastern field
activity.

Columbia Dividend Set

Columbia Pictures Corp. board of direc-
tors at a meeting last week declared a quar-
terly dividend of $1.06j4 per share on the
$4.25 cumulative preferred stock, payable
August 15, 1955, to stockholders of record
August 1.

MOTION PICTURE HERALD. JULY 16, 1955

ey&NOUNCING

Tsieuishn Today

A concise report and analysis of
the significant news and events —
to be presented in a new style of
trade paper journalism.

Editorial Staff:

Editorial Director, Charles S. Aaronson
Eastern Editors, Pinky Herman and Vincent Canby
Hollywood, William R. Weaver and Samuel D. Berns
Washington, J. A. Otten; London, Peter Burniip
Photo Editor, Floyd E. Stone

To be published each Monday
in conjunction with Motion Picture Daily
commencing July 18, 1955

A QUIGLEY

PUBLICATION

Urge 3More
3§ultipte
Sound Filwn

J^otiuwood

^cene

HOLLYWOOD BUREAU

IIIIIIIIIIIIIIMIIIIIIIIIIIIMIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII

COLUMBUS : Resolutions urging produc-
ers of CinemaScope pictures to continue to
issue them in both optical and magnetic
stereophonic sound prints and commending
William J. Heineman of United Artists for
his stand in refusing to distribute any pic-
ture which has previously been shown on
television were approved here last week by
the board of directors of the Independent
Theatre Owners of Ohio.

The board said that while it heartily ap-
proved the policies of companies in making
optical sound prints available for small the-
atres and drive-ins, it hoped that stereo-
phonic sound prints would not be abandoned,
since many large Ohio theatres had spent
thousands of dollars to equip with stereo-
phonic sound. “To abandon this improve-
ment would be a step backward, something
the industry never before has done,” said
the board.

The board also took note of the negotia-
tions between the National Broadcasting
Company and Sir Alexander Korda for the
telecasting of Sir Alexander’s forthcoming
“The Constant Husband” and said that “the
public will not patronize a picture which has
previously shown on television.” It hoped
Mr. Heineman’s stand w'ould cause Sir Alex-
ander’s “Richard III” to be released to the
theatres rather than television.

RKO to Distribute Next
Three King Bros. Films

HOLLYWOOD : King Brothers have com-
pleted negotiations with J. R. Grainger,
president of RKO Pictures, for distribution
by RKO of their next three productions, the
company has announced. They are “The
Two-Headed Spy,” to be filmed in Berlin
and London; “The Seven Lanterns of
Japan,” to be filmed in Japan, and “The
Syndicate.” RKO also will release soon the
completed King Bros, production, “The Boy
and the Bull.”

Studio Employees' Wages
Average Higher in May

HOLLYWOOD : The weekly earnings of
craft employees in the studios averaged
$129.77 in May, according to the monthly
report of the California Division of In-
dustrial Relations. This compared with
$124.44 in April and $124.33 in May, 1954.
The work week in May averaged 43.4
hours, as compared to 41.9 hours in April.

Bel-Air to Produce 18
Films for United Artists

A new production agreement providing
for 18 films within the next two years has
been concluded with Bel-Air Productions,
headed by Aubrey Schenck and Howard
W . Koch, it has been announced by United

The start of nine pictures and the comple-
tion of 11 others brought the production
level to 32 as of the weekend.

Columbia started three pictures.

Sam Katzman began shooting “The Hous-
ton Story,” directed by William Castle,
with Gene Barry, Barbara Hale, Edward
Arnold, Jeanne Cooper, Paul Richards and
Chris Alcaide in the cast.

Bryan Foy went to work on “Battle Sta-
tions,” directed by Lew Seiler, with John
Lund, William Bendix, Keefe Brasselle,
Richard Boone and Eddie Foy HI, among
others.

Mike Frankovich is executive producer
of “44 Soho Square,” for Columbia release,
which is being produced by George May-
nard and directed by Vernon Sewell. Faith
Domergue, Lee Patterson and Martin Ben-
son have leading roles.

Paramount is represented in the new totals
by two standouts.

“The Lady Eve” is the property that is
to bring the record-breaking George Gobel
of TV renown into the big, bright world
of VistaVision and Technicolor in such
capable cast company as Mitzi Gaynor, Fred
Clark, David Niven and Reginald Gardner.
It is being produced by the skilled Paul
Jones and directed by gifted Norman
Taurog.

“War and Peace'* Begins

The Ponti-de Laurentiis version of “War
and Peace” for Paramount got under way
in Rome in VistaVision and Technicolor.
Dino de Laurentiis is producing. King Vidor
is directing, and the principals include
Audrey Hepburn, Henry Fonda, Mel Fer-
rer, Milly Vitale, Barry Jones, Jeremy Brett
and May Britt.

Producer Samuel G. Engel put “Good
Morning Miss Dove” into CinemaScope pro-
duction for 20th-Fox, with Henry Koster
directing a cast headed by Jennifer Jones
and Robert Stack.

Producer-director David Butler started
“Glory,” in Super Scope and color by Tech-
nicolor, for RKO release. Margaret O’Brien,
Charlotte Greenwood, Arthur Hunnicutt,
John Lupton and Byron Palmer are among
the players.

“Three Bad Sisters” is a Bel-Air Pro-
duction for United Artists release. Aubrey
Schenck is executive producer, Howard W.
Koch is producer, and Gilbert L. Kay is the
director. Marla English, Kathleen Hughes
and Sara Shane have the title roles.

Artists. The first two films set under the
new schedule are “Three Bad Sisters” and
“Frontier Scout” starring Tony Martin.
Five films from Bel-Air have already been
released by United Artists and two others
have been completed, “Desert Sands” and
“Fort Yuma.”

THIS WEEK IN
PRODUCTION:

STARTED (9)

COLUMBIA

Battle Stations
The Houston Story
44 Soho Square (Film
Locations)

PARAMOUNT

The Lady Eve (Vista-
Vision; Technicolor)
War and Peace (Ponti-
de-Laurentiis; Vista-
Vision; Technicolor)

RKO RADIO

Glory (David Butler:
Superscope:
Technicolor)
REPUBLIC
T reachery
20TH-FOX

Good Morning, Miss
Dove (CinemaScope;
Color)

UNITED ARTISTS

Three Bad Sisters
(Bel-Air Prods.)

COMPLETED (II)

ALLIED ARTISTS

Bobby Ware Is Missing
COLUMBIA
Picnic (CinemaScope:
Technicolor)

Joe Macbeth (Film
Locations, Ltd.)
INDEPENDENT
Hired Guns (Ganna-
way-Ver Halen
Prods.)

MGM

Guys and Dolls (Gold-
wyn; CinemaScope;
Technicolor)

REPUBLIC
Come Next Spring
(Trucolor)

ROOTING (23)

COLUMBIA

1984 (Holiday Prods.)
INDEPENDENT
Patterns (Harris-
Myerberg)

MGM

The Last Hunt (Cinema-
Scope: Eastman
Color)

The Tender Trap
(CinemaScope;
Eastman Color)
Forever, Darling
(Zanra Prods.;

Eastman Color)

I'll Cry Tomorrow
Kismet (CinemaScope:
Eastman Color)

Diane (CinemaScope:
Eastman Color)
Bhowani Junction
(CinemaScope:

Color)

PARAMOUNT

Man Who Knew Too
Much (VistaVision;
Technicolor)

Ten Commandments
(VistaVision:
Technicolor)

RKO RADIO
The Way Out (Todon
Prods.)

UNITED ARTISTS

News Is Made at Night
[ Friedlob Prods.)

A Kiss Before Dying
(Crown Prods.;
CinemaScope:
Eastman Color)

Alexander The Great

(Robert Rossen;
CinemaScope;
Technicolor)

U-l

World in My Corner

Away All Boats (Vista-
Vision; Technicolor)

20TH-FOX

The Girl in the Red
Velvet Swing
( CinemaScope:

Color)

The View from Pompey's
Head (CinemaScope:
Color)

UNITED ARTISTS

Foreign Intrigue
(S. Reynolds: East-
man Color)

U-l

The Benny Goodman
Story (Technicolor)
The Square Jungle
Backlash (Technicolor)

WARNER BROS.

The Court-Martial of
Billy Mitchell (U. S.
Piets.; CinemaScope:
WarnerColor)

The Searchers (C. V.
Whitney Piets.; Vista-
Vision; Color)
Sincerely Yours
(WarnerColor)

Giant (George Stevens;

WarnerColor )

Miracle In the Rain

iiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiiiiiMiimiiiiiiiiiiiMiii

MOTION PICTURE HERALD, JULY 16, 1955

T)ean

Stsshes vjef’ry away I’n a girls' school io

THEIR

“Sock boxoffice

Produced by

Paul Jones

Directed by

Norman Taurog

Screenplay by

Sidney Sheldon

Suggested by a Play by Edward Childs Carpenter
from a Story by Fannie Kilbourne
Songs — Music by Arthur Schwartz
Lyrics by Sammy Cahn* A Paramount Release

'Destined to b

‘Exhibitor

“Hiiarious musical from produce

SUPER-SOLD-AND READY

killsr In —

BIGGEST MONEY-SHOW!

Colo;?, bv TECHNICOLOR,

CO-STARR|^^G

DIANA LYNN
NINA FOCH

RAYMOND Burr

their funniest!”

— Variety

boxofficel Audiences will have a grand time.”

— M. P. Herald

“Promises to equal the boxoffice success of ‘Living It Up’!’

— Hollywood Reporter

high grosser. Fantastically funny.”

can go all the way in guaranteeing hilarious fun.”

‘ — M. P. Daily

and director of ‘Living It Up'|!’’

TO JOIN THOSE HOT-SUMMER HITS FROM PARAMOUNT

FOX ACQUIRES
AFRICA CIRCCIT

Gets 90% of Schlesinger^s
Holdings of 150 Houses
at Reported $7,000,000

JOHAXXESBURG : Twentieth Century-
Fox has acquired Schlesinger’s African
Theatres under a deal completed here last
week by Spyros Skouras, 20th-Fox presi-
dent, and John Schlesinger, head of the
organization bearing his name.

The deal, concluded after weeks of ne-
gotiation, provides for the purchase by 20th-
Fox of 90 per cent of the oustanding stock
of Schlesinger’s African circuit, comprising
more than 150 theatres stretching from
Capetown to Kenya. No purchase price was
disclosed, although prior reports indicated
that the deal was in the neighborhood of
$7,000,000.

Some Details Lacking

It is understood that Mr. Schlesinger will
retain his interests in the J. Arthur Rank
Organization under the agreement, details
of which have not been disclosed yet. Prior
to the deal, Schlesinger’s African Theatres
had a 50 per cent interest in Odeon Cinema
Holding, the controlling company of the
Rank Group. On the other hand, the Rank
Group had a 25 per cent interest in African
Theatres. The terms under which Air.
Schlesinger retained his interest in the Rank
Group are not known at this point.

Air. Schlesinger, commenting on the deal,
said the sale was caused by the growth of
his organization, leading to the possible neg-
lect of other than theatre responsibilities.
His organization includes insurance com-
panies, citrus groves, hotel chains, restau-
rants and amusement parks.

In connection with Air. Schlesinger re-
taining his British Rank interests, it is re-
ported that a Schlesinger organization proj-
ect with Canadian insurance interests is
involved.

Executives Prepared Way

The negotiations, which were carried on
here for three weeks, were preceded by
preliminary talks by Donald Henderson,
20th-Fox treasurer, weeks before Mr.
Skouras’ departure from New York for
South Africa. Talks also took place in the
United States, when Air. Schlesinger joined
Mr. Skouras in New York and in Holly-
wood. Present at the climax of the deal
for 20th-Fox, in addition to Air. Skouras
and Air. Henderson, was Otto Koegel, gen-
eral counsel.

The acquisition of Air. Schlesinger’s
South African Theatres will bring 20th-
Fox’s foreign theatre holdings to more than
630 theatres, the greatest number of which
are in Great Britain, Australia and now,
under the present deal, in South Africa.

The inter-continental negotiations, watched

closely by J. Arthur Rank, stimulated Air.
Rank’s announcement in London that the
controlling voting power in Air. Rank’s mo-
tion picture and theatre empire has been
vested in a company which insures its con-
tinuance in British hands in the event of
Air. Rank’s death.

Reciprocal Plans Noted

While the pact assures 20th-Fox of an
outlet for its CinemaScope pictures in the
South African market, as desired by the
company, public assurances have been given
by 20th-Fox that it will play the product
of other companies, in addition to native
African features. It is understood that the
agreement with African Theatres also con-
tains a number of reciprocal arrangements,
one calling for the production of Cinema-
Scope features here by 20th-Fox.

It is reported, as part of the deal, that
20th-Fox plans to continue the operation of
Schlesinger’s legitimate stage theatres. In
addition, 20th-Fox plans to .establish a Fox
Alovietone base here. Air. Skouras left
Johannesburg for a speaking engagement
in Brussels, Belgium, Sunday.

FCC Receives Further
Anti-Toll TV Comment

Pending final decision by the Federal
Communications Commission on subscrip-
tion television, viewer groups, civic organ-
izations and other “interested parties” are
continuing to make their voices heard on
the subject. The FCC offices in Washington
report that the latest to go on the record
as opposed to the medium are four Okla-
homa Chambers of Commerce, representing
business and professional interests in Sayre,
Hominy, Wewoka and Ardmore. At the
same time, the Knoxville (Tenn.) News-
Sentinal reported this week that a survey
of its readers revealed them to be 136 to 1
in favor of maintaining the present system
of sponsored TV. The newspaper tabulated
820 replies, with only six going on record
for toll TY. One of these six was a scientist
at nearby Oak Ridge.

MGM Buys "Hot Tin Roof"

As Grace Kelly Vehicle

HOLLYWOOD: AIGAI announced this

week that it has purchased Tennessee Wil-
liams’ “Cat on A Hot Tin Roof,” current
Broadway stage hit and winner of the Pul-
itzer and New York Drama Critics Circle
prizes, as a starring vehicle for Grace Kelly.
Dore Schary, studio head, said he had sub-
mitted a personal treatment of tbe contro-
versial play to Geoffrey Shurlock and offi-
cials of the Production Code Administration,
and that the treatment had been approved.
No producer or director yet bas been as-
signed to the production.

EFFG Seeks
More Stock
Subscribers

BOSTON : Twenty-two exhibitors in 16 ex-
change areas have been named area chair-
men in a drive to secure more subscriptions
to Exhibitors Film Financial Group, Inc.,
it was announced here this week by Sam
Pinanski, president of the EFFG as well as
head of American Theatres Corporation.

The area chairmen, more of whom will
be named shortly in other exchange areas,
will hold exhibitor meetings and explain
EEFG’s activities before the first stock-
holders’ meeting which will be held late
this summer or just before the annual con-
vention of Theatre Owners of America in
Los Angeles October 6-9.

Air. Pinanski said earlier that when the
first meeting of the EFFG subscribers takes
place, “we will know to what extent our
activities will enfold.” He said that subscrip-
tions to the “self-serving financial group’’
since its launching nine months ago ex-
ceeded his greatest expectations. Mr. Pinan-
ski revealed, however, his disappointment at
the response to EFFG during the month of
June “but June business for exhibitors was
one of the worst periods ever seen in the
history of the industry.”

The exhibitors named by EFFG are as
follows :

E. D. Alartin, Nat Williams, Atlanta;
Arthur Lockwood, Edward W. Lider, Bos-
ton; George MacKenna, Buffalo; George
Kerasotes, Chicago; John Rowley, Dallas;
Pat AIcGee, Denver ; Myron Blank, Des
Aloines ; Horace Denning, Alark Chartrand,
Jacksonville; Burton Jones, Los Angeles;
Albert M. Pickus, New Haven; Abe Beren-
son. New Orleans ; Henry Griffing, Okla-
homa City ; Robert Livingston, Omaha ;
Sam Gillette, Sid Cohen, Salt Lake City;
Nate Blumenfeld, San Erancisco; Will J.
Connor, Fred Danz, Jr., and J. J. Rosen-
field, Seattle.

"Catch a Thief," "Kentuckian"
For Venice Film Festival

Paramount’s “To Catch a Thief” and
United Artists’ “The Kentuckian” have been
nominated as American entries of the AIo-
tion Picture Export Association in the In-
ternational Film Festival in Venice, Italy,
which begins August 25. The two films
were selected by a special committee of the
MPA. “To Catch a Thief” stars Cary
Grant and Grace Kelly and was produced
and directed by Alfred Hitchcock. “The
Kentuckian,” a Hecht-Lancaster production,
stars Burt Lancaster, who also directed.

Nafional Theatres Dividend

HOLLYWOOD : The board of directors of
National Theatres, Inc., last week declared
a 12j^-cent quarterly dividend on the out-
standing common stock, payable August 4,
1955 to holders of record July 21.

MOTION PICTURE HERALD, JULY 16, 1955

JOAN CRAWFORD
JEFF CHANDLER

“ JAN STERLINC

CECIL KELLAWAY • CHARLES DRAKE • JUDITH EVELYN Directed by JOSEPH PEVNEY • Screenplay by ROBERT HILL and RICHARD ALAN SIMMONS • Produced by ALBERT ZUGSMITI

PLAN ASSAULT
ON BRITISH TAN

Ask Other Trade Groups
to Join CEA Following
Annual Convention

by PETER BURNUP

LO\ DOA : First fruits of the exhibitors’
momentous convention at Llandudno are to
he seen in an invitation sent out by the
Cinematograph Exhibitors Association’s
executive group, to the other three trade
associations to join in an all-industry drive
for entertainment tax remission.

The invitation is in pursuance of a re-
solution adopted at Llandudno following a
lengthy debate in the CEA general council.
Many exhibitors are exceedingly ticklish at
the suggestion that other branches of the
trade should have a prime hand in tax dis-
cussions with the Treasure.

For Exhibitors Only

It is true that producers and distributors
supported CEA in its plea earlier this year
for remission to the order of £6 million.
But the theatre men in question maintain
that tax remission is primarily a matter for
exhil)itors only and indeed the intricate case
for remission this year was prepared by
CEA’s accountant Clifford Barclav and
presented by the Association's tax com-
mittee.

That is now seen by many as a wholly
parochial attitude and inappropriate to pre-
sent conditions, and the point of view was
forcefully put forward by a number of speak-
ers in the Llandudno debate; notablv, York-
shire’s J. X. Prendergast.

Ebullient Mr. Prendergast sees in a sub-
stantial tax remission a greater flow of top-
flight British pictures; for a share in any
remission would proceed to producers. The
latter wouhl be enabled to make more and
better pictures, which would not only help
correct the dangerous product shortage sit-
uation but lx.*come an additional dollar-
earning agency for Britain. That, said Mr.
Prendergast, was an argument th.at no
Chancellor of the Excheejuer could resist.

Emphasized by Warier

The same line of thought was expressed
by .Sir Philip Warter when he amplified to
the press his statement to ABPC stock-
holders. Exhibitors, said Sir Philip, had a
vital and urgent interest in a healthy Brit-
ish film production industry. It was es-
-sential, the ABPC chief added, that the
industry go forward united for a substantial
cut in the tax anrl that a reasonable proj)or-
tion thereof should go directly to Briti.sh
production.

The Kinematograph Renters Society’s
Sir David Griffiths set the trade by the ears
in propounding the idea that the trade
should enter into unity on the tax question
and demand a remission of not less than

BRITISH TECHNICIANS
GET WAGE BOOST

LONDON; After 10 months of nego-
tiations, the Association of Special-
ized Film Producers and the Associa-
tion of Cinematograph and Allied
Technicians this week signed a new
contractual agreement under which
some 2,000 film technicians will re-
ceive a 10-shilling boost in minimum
wages. The new pact, which insures
peace for five years, also provides for
some relaxation in a ruling which
prohibits the awarding of union work
tickets to industry newcomers. This is
regarded as the greatest progressive
step in the film industry since World
War II.

£24 million, if not the complete abolition
of the tax.

CEA has suggested that the other three
associations meet them July 26. KRS and
the Association of .Specialised Producers
accepted with alacrity. The Producers’ Sir
Henry French and Robert Clark have been
attending the Berlin Festival but BFPA un-
doubtedly will accept the exhibitors’ sugges-
tion as soon as the producers’ executive
assembles again.

Details to Come Later

"Aim of the July 26 meeting will be to
set up a new all-industry committee on tax,”
says Ellis Pinkney, the newly-appointed
CEA secretary. “Details of how to tackle
the tax problem will come later.’’

A section among the jjroducers want the
thorny (|uestion of defaulters in the Eady
Levy and cognate matters cleared up before
gcjing forward with a joint tax campaign.
The KR.S-CEA joint committee had a meet-
ing last week to consider the defaulters’
problem. No official statement of the out-
come thereof was issued. It is understood,
however, that “some progress” was made
and that the i)arties will now report back
to their respective councils.

Nevertheless, the hope grows among the
entire trade that no splinter faction will
attempt to attach strings to the latest tax
move. The matter, so most executives aver,
has become urgent in the extreme.

WIDE SCREEN DATA

Following the meeting recently of the
International .Standards Organisation in
Oslo, the British Standards Institution has
issued “for comment and discussion’’ a draft
specification of picture composition for wide
screen j)rojection.

The draft proposes that the ])icture should
be composed in the camera for projection

at any ratio between 1.65 and 1.85 to 1 ; as
well as 1.33 known as the “basic aspect
ratio.’’

In wide screen projection, the draft con-
tinues, the top of the picture should be
fixed at 0.05 inches from the top of the
full camera frame so that at a ratio of 1.65
to 1 the cropping is equal at top and bottom
of the picture ; for higher ratios the crop-
ping should be at the bottom.

The cameraman will be assured, if he
adheres to the proposed standards, that the
tops- of his pictures will bear a fixed rela-
tion to the screen masking for wide screen
projection at any ratio. He would be re-
quired to ensure that no essential action oc-
curs below a line representing the bottom
of the 1.85 to 1 picture. The effective height
of the image in the camera would therefore
be reduced from the old figure of 0.631
inches to 0.447 inches.

NEWSREEL INCREASE

Newsreels here have under urgent con-
sideration an increase in charges to their
customers. Reasons given therefor are
three-fold; (1) The recent rise of 0.15d
per foot in the cost of positive film stock
and 0.25 per foot in negative stock; (2)
Adoption of non-inflammable base; (3j
Wage increases passed on by laboratories
following a recent agreement with A.C.T.

It is stated that the increase in film stock
prices alone costs about £1,200 per week.

In his latest progress report, 20th-Fox’s
sales director, J. F. Pattinson, states that
by the end of September 2,449 theatres in
the United Kingdom will be equipped with
wide or all-purpose screens capable of tak-
ing the full CinemaScope ratio.

Thev include 1,407 independent houses
which play the 20th-Fox release. 202 in
dependents which do not, 550 on J. Arthur
Rank’s CMA Circuit and 290 of ABC. It
is estimated that the 2,-149 theatres in ques-
tion represent 80 per cent of the total earn-
ing capacity of a picture.

Mr. Pattinson also gives spectacular
figures showing the superior earning capac-
ity of anamorphic subjects. He says that
20th-Fox CinemaScope releases are sub-
stantially outgrossing the company’s previ-
ous biggest winners, despite the fact that
they play in far fewer situations and without
circuit bookings.

“The Robe,” for example, has played only
820 theatres but already has outgrossed
“The Snows of Kilimanjaro” (2,263 thea-
tres) by 38.8 per cent and “Call Me Mad-
am” by 63.6 per cent.

Buckley Files $2,400,000
Pennsylvania Trust Suit

LEJriSBURG, PA.: Buckley Amusement
Enterprises has filed a $.400,000 anti-trust
suit against eight major distributors and
American Broadcasting-Paramount Thea-
tres in the Middle District Federal Court
here. The circuit, operating theatres in
Mount Carmel, Shamokin and Mahanoy
City, contended that it has been relegated
to an inferior position in comparison to
allegedly favored theatres.

MOTION PICTURE HERALD, JULY 16, 1955

Siilttey LiUst
Dies at 70

THE WINNERS CIRCLE

Pictures doing above average business in key cities tor the week ending July 9 were:

Albany: Seven Little Foys (Par.); Seven
Year Itch (20th-Fox).

Atlanta: Ain’t Misbehavin’ (Univ.) ; Love
Me or Leave Me (MGM) 2nd week;
Seven Little Foys (Par.) ; Uncon-
quered (D-M).

Boston: Not As a Stranger (U.A.) ; Seven
Little Foys (Par.) ; Seven Year Itch
(20th-Fox) 3rd week.

Milwaukee: Davy Crockett (B.V.) ; Land
OF THE Pharaohs (W.B.) ; Not As a
Stranger (U.A.) ; Seven Year Itch
(20th-Fox) .

Minneapolis: Blackboard Jungle (MGM)
10th week; Davy Crockett (B.V.) 2nd
week; Interrupted Melody (MGM);
Land of the Pharaohs (W.B.) ; Seven
Year Itch (20th-Fox).

WASHINGTON : Funeral services were
held Monday for Sidney Lust, director of
the Theatre Owners of America and veteran
Washington exhibi-
tor. IMr. Lust, who
died unexpectedly of
a heart attack July
9, would have been
71 next clay. When
he died, be was op-
erator of 11 thea-
tres, including three
drive-ins, in Wash-
ington and suburban
Maryland.

A veteran of more
than 50 years in
Sidney Lust show business, ]\Ir.

Lust began working
as a stage carpenter for road shows and
at one time managed many big-time vaude-
ville acts for the Orpheum circuit. He came
to Washington in 1914 as a Warner partner
opening their local film exchange, and a
year or so later went into business for
himself, distributing films in the middle At-
lantic area for several independent pro-
ducers. He leased his first theatre in the
early 1920s and gradually extended his op-
erations to a large and profitable circuit.
His non-theatrical real estate holdings were
also considerable.

Mr. Lust was active in civic and charita-
ble atYairs. More than 15,000 children each
year attend an annual egg hunt he spon-
sored in Maryland, and his toy and canned-
food matinees at Christmas time were a
W ashington tradition. He was active during
World War II in bond drives and other
patriotic and civic enterprises. He was a
member of the Variety Club of Washington,
Motion Picture Pioneers and other groups.

Survivors are his widow, Celia, and a son,
Bernard, both partners in his theatre busi-
ness; a daughter, Miss Geraldine Lust, and
four grandchildren.

Henry Rosinsky

Henry Rosinsky, 63, owner-operator of
the New Broadway, Philadelphia neighbor-
hood house, for more than 25 years, died
July 4. His wife, two daughters, two sons
and a sister surviv-e.

Pittsburgh Drive-ins Spark
Rogers Hospital Campaign

PITTSBLRGH: The Pittsburgh area

drive-ins got off to a very successful early
start in the Wall Rogers Hospital audience
collection and patrons of 14 drive-in thea-
tres contributed $2,400. This amount was
the result of a weekend collection, June 24-
26 by the first of 100 drive-ins which will
make the collection. The collection drive
was sparked by distributor chairman Larry
Siedleman, Republic branch manager; ex-
hibitor chairman Harry Hendel, Allied
M.P.T.O.A.; and drive-in chairman Jack

Buffalo: Davy Crockett (B.V.) ; Land of
THE Pharaohs (W.B.) 2nd week; Not
As A Stranger (U.A.) ; Seven Little
Foys (Par.) 2nd week.

Chicago: End of the Affair (Col.) 2nd
week; Lady and the Tramp (B.V.) 4th
week; Love Me or Leave Me (MGM);
Moonfleet (MGM) 2nd week; Not As a
Stranger (U.A.) 2nd week; Seven Year
Itch (20th-Fox) 3rd week; We’re No
Angels (Par.).

Columbus: Love Me or Leave Me (MGM) ;
Seven Year Itch (20th-Fox) 2nd week.

Denver: A Bullet for Joey (U.A.) ; Love
Me or Leave Me (MGM) ; Not As a
Stranger (U.A.) ; Seven Year Itch
(20th-Fox) 2nd week.

Des Moines: Seven Year Itch (20th-Fox)
2nd week.

Detroit: Lady and the Tramp (B.V.) 2nd
week; Land of the Pharaohs (W.B.)
2nd week; Not As a Stranger (U.A.)
2nd week.

Hartford: Adventures of Sadie (20th-
Fox) ; Bring Your Smile Along (Col.) ;
Dam Busters (W.B.) ; House of Bam-
boo (20th-Fox) ; Seven Little Foys
(Par.) 2nd week.

Indianapolis: Far Horizons (Par.); Tight
Spot (Col.).

Jacksonville: Dam Busters (W.B.) ; Pearl
OF THE South Pacific (RKO) ; Seven
Little Foys (Par.) 2nd week.

Memphis: Daddy Long Legs (20th-Fox) ;
Land of the Pharaohs (W.B.) ; Seven
Year Itch (20th-Fox).

Miami: Interrupted Melody (MGM) 2nd
week; Love Me or Leave Me (MGM)
4th week; Mr. Roberts (W.B.) 2nd week;
Seven Little Foys (Par.) 2nd week;
Seven Year Itch (20th-Fox) 2nd week.

Judd, Columbia branch manager, as well as
national exhibitor chairman M. A. Silver,
Stanley Warner Theatres zone manager.

Sunday Show Election

STATESVILLE, N. C.: The city election
board here has called for a special election
to be held August 9 to determine whether or
not local citizens want Sunday films. A 1947
city ordinance forbids such shows. The is-
sue arose in June when a local theatre ad-
vertised a film for Sunday but it was
cancelled when the election was planned.

New Orleans: A Bullet for Joey (U.A.) ;
Foxfire (Univ.) ; Interrupted Melody
(MGM) 2nd week; Mister Roberts
(W.B.) ; Seven Year Itch (20th-Fox)
2nd week.

Oklahoma City: Foxfire (Univ.) ; It Came
FROM Beneath the Sea (Col.) ; Long
John Silver (DCA) ; Seven Year Itch
(20th-Fox) 3rd week; This Island
Earth (Univ.) 2nd week.

Philadelphia: Foxfire (Univ.); House of
Bamboo (20th-Fox) ; Lady and the
Tramp (B.V.); Land of the Pharaohs
(W.B.) ; Marty (U.A.) 3rd week; Not
As A Stranger (U.A.) ; Seven Little
Foys (Par.) ; Seven Year Itch (20th-
Fox) 2nd week.

Pittsburgh: Seven Little Foys (Par.);
Seven Year Itch (20th-Fox) 3rd week.

Portland: The Cobweb (MGM) ; Land of
THE Pharaohs (W.B.) ; Seven Year
Itch (20th-Fox) 2nd week; To Paris
With Love (Continental) 3rd week.

Providence: Interrupted Melody (MGM) ;
Seven Little Foys (Par.).

Toronto: Love Me or Leave Me (MGM)
5th week; Marty (U.A.) 3rd week; Sev-
en Little Foys (Par.) 2nd week; Seven
Year Itch (20th-Fox) 2nd week.

Vancouver: Divided Heart (Rep.) ; Marty
(U.A.) ; Seven Year Itch (20th-Fox).

Washington: The Cobweb (MGM) 3rd
week; Land of the Pharaohs (W.B.) ;
Love Me or Leave Me (MGM) 3rd week;
Marty (U.A.) 5th week; Seven Little
Foys (Par.) ; Seven Year Itch (20th-
Fox) .

Branson Holds RKO Radio
Meetings in Paris

PARIS : Walter Branson, world wide sales
manager for RKO, began a week-long busi-
ness visit with RKO sales personnel here
this week. He held meetings with Joseph
Bellfort, European general manager, and
Charles Rosmarin, European sales manager.
Last week IMr. Branson was in London and
following the Paris meeting, he will visit
RKO offices in Belgium, Switzerland, the
Netherlands and Italy. He plans to discuss
forthcoming product.

MOTION PICTURE HERALD, JULY 16, 1955

, . . the original exhibitors' reports department, established October 14, 1916. In it theatremen
serve one another with information about the box office performance of product — providing a
service of the exhibitor for the exhibitor. ADDRESS REPORTS, What the Picture Did for Me,
Motion Picture Herald, Rockefeller Center, New York 20.

Columbia

LAW VS. BILLY THE KID: Scott Brady, Betta
St. John — Another natural for small towns — very good
outdoor picture with an excellent cast. Play it, you
can’t go wrong on this. I had extra business on
Friday night. Good comments on this one. Played
Friday, Saturday, June 10, 11. — ^James Hardy, Shoals
Theatre, Shoals, Ind.

LONG GRAY LINE, THE: Tyrone Power, Maureen
O’Hara — ^This is a fine picture, and although it runs
well over two hours, it certainly doesn’t lag. Audience
reaction very good, and Monday was a lot above
normal, so I guess everyone told his neighbor. Busi-
ness above normal. Played Sunday, Monday, June 5,
6. — F. P. Gloriod, Rodgers Theatre, Poplar Bluff, Mo.

OLD WYOMING TRAIL: Charles Starrett, Bar-
bara Weeks — O. K. reissue western. Roy Rogers
and Ray Whitley are in the band that plays for the
dance m this — you know it is plenty old! — S. T. Jack-
son, Jackson Theatre, Flomaton, Ala.

OUTLAW STALLION, THE: Phil Carey, Dorothy
Patrick — This one sure hit the spot here — a natural
for small towns and rural patrons. It has everything
in it to make a good story. Comments good. Play
it, by all means — maybe you can get some of your
lost customers back. Played Friday, Saturday, June
3, 4. — James Hardy, Shoals Theatre, Shoals, Ind.

THEY RODE WEST: Robert Francis, Donna Reed
— A western with enough speed and action for the
public who like this type of picture. Played Thurs-
day, Friday, Saturday, May 19, 20, 21. — Jussi Kohonen,
Kino-Halli, Kotka, Finland.

Me+ro-Goldwyn-Mayer

BEAU BRUMMELL: Stewart Granger, Elizabeth
Taylor — A good historical picture. Peter Ustinov and
Robert Morley did a fine job too. If Curtis Bernhardt
and Sam Zimbalist had seen the French “Madam Du
Barry,’’ the magnificent picture of Christian Jacque,
they would have made “Brummell’’ much better.
Played Thursday, Friday, Saturday, Sunday, Monday,
Tuesday, Wednesday, May 12, 13, 14, IS, 16, 17, 18. —
Jussi Kohonen, Kino-Palatsi, Kotka, Finland.

EASY TO LOVE: Esther Williams, Van Johnson—
A “Water- Esther” picture in which is something new.
The ski ballet at the end was a very clever innovation.
This picture was made just for wide screens. Busi-
ness was not so bad. Played Sunday, Monday, Tues-
day, Wednesday, Thursday, Friday, Saturday, May
22, 23, 24, 25, 26, 27, 28. — Jussi Kohonen, Kino-Halli,
Kotka, Finland.

STUDENT PRINCE, THE: Ann Blyth, Edmund
Purdom — Metro has again made a nice musical. The
women liked this picture and the music stores gave
it very much advertising with Mario Lanzo plates.
Dear Mr. Leo Lion, why can you not send to Europe
CinemaScope prints with magneto Stereophonic sound
like the other great corporations do so you get better
business? Played Sunday through Saturday, May
15-21. — Jussi Kohonen, Kino-Halli, Kotka, Finland.

Paramount

ALASKA SEAS: Robert Ryan, Jan Sterling — A
tinted print could have helped this ancient offering
hold its own most any place, as it has the lure of
Alaska, a rough and tumble story and a fairly well
liked cast to back it up. Doubled with “Submarine
Command” against the roughest competition in years.
— Bob Walker, Uintah Theatre, Fruita, Colo.

COUNTRY GIRL, THE: Bing Crosby, Grace Kelly,
William Holden — After seeing this, I wonder how
Crosby failed to get the Oscar. T^is is without a
doubt the finest piece of acting I have seen in several
years. Excellent story and of course Holden was
his usual fine self. Kelly got what she deserved be-
cause she sure does a good job. Business fine and
audience pleased. Played Sunday, Monday, Tuesday,
May 22, 23, 24. — F. P. Ciloriod, Rodgers Theatre,
Poplar Bluff, Mo.

COUNTRY GIRL, THE: Bing Crosby, Grace Kelly,
William Holden — A little too heat^ acting for this
small town, but a very good picture. I had to
play it four nights — two would have been enough.
This type of picture will not hold up four nights in
small towns. Also the percentage was too high.
Played Sunday, Monday, Tuesday, Wednesday, June
19, 20, 21, 22. — James Hardy, Shoals Theatre, Shoals,
Ind.

SUBMARINE COMMAND: William Holden, Nancy
Olson — Since I bought it cheap, I can’t say much
about the business it didn’t get, but it was going
back too far for a fairly good sea story. Doubled
with “Alaska Seas” for slightly below average busi-
ness against the most rugged competition we’ve had
in ten years. — Bob Walker, Uintah Theatre, Fruita,
Colo.

RKO Radio

CATTLE QUEEN OF MONTANA: Barbara Stan-
wyck, Ronald Reagan — The trailer made me want to
see it, but had a date at the zoo in St. Louis, so
missed this one. The zoo was terrific, and the gross
this did was enough to let me enjoy the memory of
the zoo, so I’m happy. Evidently it is a good western
as it did more than most RKO features do here.—
Bob Walker, Uintah Theatre, Fruita, Colo.

HANSEL & GRETEL: Anna Russell, Mildred Dun-
nock — Stupid — even the children thought so. You would
be better off not to play it, since a picture like this
stops them from coming for a long time, and some
may never come back after seeing such a thing. Played
Wednesday, Thursday, June 8, 9. — Milan G. Steele,
Lakeside Drive-In Theatre, Pawnee, Okla.

SON OF SINBAD: Dale Robertson, Sally Forrest —
This should play the burlesque houses only. Will
do nothing but make enemies in small towns. 'Those
who like it won’t help and those who object really
get mad about it. Business below normal. — Played
Sunday, Monday, June 12, 13. — F. P. Gloriod, Rodgers
Theatre, Poplar Bluff, Mo.

SUSAN SLEPT HERE: Dick Powell, Debbie Rey-
nolds— Certainly was well received, as it so justly de-
served. Played Thursday, June 2. — J. C. Balkcom,
Gray Theatre, Gray, Ga.

TARZAN’S HIDDEN JUNGLE: Gordon Scott,

Vera Miles — Gordon Scott was well received as the
new “Tarzan.” “Tarzan” movies seem to hold their
own. Played Tuesday, Wednesday, May 17, 18. — J. C.
Balkcom, Gray Theatre, Gray, Ga.

Twentieth Century-Fox

HOW TO MARRY A MILLIONAIRE: Betty

Grable, Marilyn Monroe, Lauren Bacall — This is a
sweetheart and the kind of picture that makes you
proud to be part of this screwy business. 'The gals
are terrific and would have been so" on a postage
stamp. Business was excellent considering there were
at least a dozen community things competing with
this during the run. Played Sunday, Monday, Tues-
day, May 15, 16, 17. — Bob Walker, Uintah 'Theatre,
Fruita, Colo.

KING OF THE KYBER RIFLES: Tyrone Power,
Terry Moore — 'This was an experiment in a wide
screen with nothing on it — ugh. Kept waiting for
Power to break into a big yawn, as he seemed bored
and listless as I felt. A poor trailer, a poor picture
with a listless job by a cast that is capable of much
better didn’t contribute a thing to the fair business
we had when we should have had much better. 'This
set CinemaScope back on its heels, and if there’s

any more like it, I don’t care about it. Played
Wednesday, 'Thursday, May 18, 19. — Bob Walker,
Uintah Theatre, Fruita, Colo.

MAN CALLED PETER, A: Richard Todd, Jean
Peters — This is the finest picture produced in many
years — that includes “The Robe.” We had the finest
audience reaction that I have witnessed in many
years in this business. Don’t be afraid of extended
time. Business builds. Excellent business. Played
Tuesday, Wednesday, Thursday, Friday, June 14, 15,
16, 17. — E. P. Gloriod, Rodgers Theatre, Poplar Bluff,
Mo.

MAN IN THE ATTIC: Constance Smith, Jack
Balance — The films have not in a long time had so
perfect a scoundrel as Jack Balance. Played Wednes-
day, Thursday, Friday, May 11, 12, 13. — Jussi Kohonen,
Kino-Halli, Kotka, Finland.

NIGHT PEOPLE: Gregory Peck, Rita Gam — It’s
always a pleasure to run a show as good as this one.
You’ll be proud to take their money after you see
the first few scenes. 'The comments were wonderful
and the screen was nice and clear, though for the
life of me I don’t see why it should have cost me so
much extra for that two and a half feet more on
each side of the screen. Did any of you catch any-
thing it added other than a mortgage? Maybe I’m
blind, but I know I have the mortgage. Business was
good, but not better than it is on any good old-
fashioned regular sized print. Played Wednesday,
Thursday, June 1, 2. — Bob Walker, Uintah Theatre,
Fruita, Colo.

Universal

OUTLAW’S DAUGHTER, THE: Bill Williams,

Kelly Ryan — This little picture gave me extra business
on Sunday night. TTiis one can stand up alone with
some good shorts. It looked like old times to see
the crowds I had. I guess the title of the picture
brought them in. If you have not played it, book
it in. Played Sunday, Monday, June 12, 13. — James
Hardy, Shoals Theatre, Shoals, Ind.

FAR COUNTRY: James Stewart, Ruth Roman — Ex-
cellent picture with good cast and good color. Did
extra business for me, which is unusual these days.
Jimmy Stewart never fails here. Play this one, by
all means, it should do well in any situation. Played
Sunday, Monday, June 5, 6. — James Hardy, Shoals
Theatre, Shoals, Ind.

Warner Bros.

BATTLE CRY: Van Heflin, Aldo Ray— Perfect
picture. CinemaScope and color great. Interesting
story which had best reviews in the press. Played
three shows a day, Monday, May 27, through Tues-
day, June 7. Wonderful weather outside. You can
feel lucky to have this picture under contract.—
Heinz Heidenkampf, Eraelka-Palast, Augsburg. Ger-
many.

SECRET OF THE INCAS: Charlton Heston, Nicole
Maurey — Playing this on a single bill after it had
been bled on double in the county proved more than
this nice picture could overcome at the box office.
Folks liked it, but it didn’t do anything like it should
have, so we wasted the playdate. Played Friday,
Saturday. May 20, 21. — Bob Walker, Uintah Theatre,
Fruita, Colo.

YOUNG AT HEART: Doris Day, Frank Sinatra —
Very good and audience liked the picture. Biggest
grip was Frank Sinatra. Most older people like^
“Four Daughters” better because of Garfield. Busi-
ness average. Played Sunday, Monday, Tuesday,
June 26, 27, 28. — F. P. Gloriod, Rodgers Theatre,
Poplar Bluff, Mo.

MOTION PICTURE HERALD. JULY 16. 1955

HHO Drive to
Day Tribute
To Grainger

The J. R. Grainger Sales Drive, a 16-
week casli competition for RKO exchanges
throuirhout the United States and Canada.

James R. Grainger

will begin August 12,
it was announced this
week by Herbert H.
Greenblatt, domestic
sales manager. The
drive marks the first
time Mr. Grainger,
company president,
has given his name
to a sales competi-
tion since becomaig
president of the or-
ganization.

Mr. Greenblatt said
16 features will be
available to the ex-

changes and “extraordinary cash prizes will
be awarded to winning district and branch
managers, with proportionate cash prizes to
runners-up.”

C. J. Tevlin, vice-president in charge of
operations at RKO Studios, predicted “rec-
ord billings” during the sales drive period
which ends December 1.

The pictures to be released during the
campaign include “Underwater !,” “Tarzan’s
Hidden Jungle,” “Quest for the Lost City,”
"Hansel and Gretel.” “W'akamba,” “Rage at
Dawn,” “Escape to Burma,” “Son of Sin-
bad,” “Pearl of the South Pacific,” “Ben-
gazi,” “The Conqueror,” “The Young and
the Brave,” “Tennessee’s Partner,’’ “Glory.”
“Te.xas Ladv” and "Treasure of Pancho
\'illa.”

Martin Levine to Head
Variety Club Meeting

Martin Levine, Xew York exhiintor, will
he chairnnn of the 20th Annual Convention
of Variety International, in Xew York next
May. Mr. Levine for several years has been
Xew York Tent Xumber 35’s luncheon
coordinator.

The convention in ^lay will be at the
Hotel Waldorf-Astoria. Mr. Levine this
week predicted it would be the organiza-
tion’s largest. Meanwhile, in Pittsburgh,
international chief barker George Hoover
announced that George Eby of that city
would be chairman of the Annual Humani-
tarian Award committee; that Edward
Emanuel of Philadelphia. Jake Flax of
Washington, and James G. Balmer of Pitts-
burgh would work with him; that Xathan
D. Golden of Washington has been reap-
pointed chairman of the International Heart
Committee ; that C. J. Latta will continue
European representative. Edward O’Connor
Far East representative, Louis Montes
Latin-American representative, and that
Reuben Bolstad will represent Canada for
the organization.

Eric Johnston, MPA A president, is sched-
uled to leave Washington at the end of
the month on his fourth trip to the Xear
East as President Eisenhower’s per-
sonal emissary to work out a solution of
Arab-Palestine water disputes.

How.^RD Dietz, MGM vice-president in
charge of advertising, publicity and ex-
ploitation, and D.\n S. Terrell, publicity
manager, were scheduled to return from
Hollywood Friday.

X^ORMAN X'lELSEN has bccii prouiotcd from
salesman to branch manager of the
Omaha RKO e.xchange. He succeeds
Max Rosenblatt, who was recently
made Des Moines branch manager.

Mary Tuttle, director of personnel for
RKO Theatres, has resigned effective
July 15 to become executive director of
the Vocational Advisory .Service in Xew
York.

Pedro Di.\z, former manager in Peru for
RKO. has been promoted to manager of
the Colombia exchange. Arthur Her-
SKOViTZ, from the home office foreign de-
partment, has been assigned to Peru.

Otto Luther has been appointed art di-
rector of the Monroe Greenthal Co., ad-
vertising agency. He has been active a^
an advertising art consultant for the last
four years.

Charles iM. Reagan, MGM vice-president
and general sales manager, and John P.
Byrne, eastern sales manager, returned
from Hollywood this week following
studio conferences and talks with Gold-
wyn executives on “Guys and Dolls.”

Phillir L. Gundy, manager of the audio
division of Ampex Corporation, has been
elected an officer of the company. He
joined .Ampex in 1953 and has been
manager of all sales offices east of the
Rockies.

Theatres Hit
By Novel TV
In Cana€la

TOROXTO : Decline in second-run busi-
ness has overbalanced the improvement in
the first-run business, John J. Fitzgibbons.
president and managing director of Famous
Players Canadian Corp., notes in a message
to the company’s 8,560 Canadian sharehold-
ers. The message accompanied the 37 cent
(piarterly dividend.

Mr. Fitzgibbons pointed out that business
in the first-run houses has “favorabh- re-
flected the good effect of better motion pic-
tures and the revolutionary new methods of
producing and presenting films.”

The increasing number of T\' sets is
blamed for the decline in business in the
neighborhood theatres and those in smaller
towns, which “follows the experience of mo-
tion picture theatre operators in the United
.States up to 18 months ago. when due to the
improvement in the quality of films and new
systems of presentation, an upturn in busi-
ness began to take place and has since con-
tinued.”

Mr. Fitzgibbons said that with the im-
provements in the motion pictures “immeili-
ately at liand’’ the period of attendance ad-
justment in Canada should be considerably
shortened as compared with the U.S. experi-
ence. “For the moment the decline in the
secondary theatres overbalances the first run
theatre improvement with a consequently
lower profit,” he said.

He said, however, that there is reason “to
look forw.ird with confidence to the boxoffice

results that should be obtained from the ex-
ceptionally strong product available to u>
for our fall and winter seasons.”

He cited various new films, mentioning
"Strategic .Air Command,” "Dadd}' Long
Legs,” “Love Me or Leave iMe,” as being
pictures which have shown strength.

Name Leo D. Hochstetter
MPEA Far East Manager

.Appointment of Leo D. Hochstetter as
Far East manager of the Motion Picture
Export .Association was announced this week
by Eric Johnston, president. In his new
assignment Mr. Hochstetter will report
through Irving .A. Maas. MPE.A vice-presi-
dent in charge of the whole Far Eastern
area. The : ppointment is part of Mr. Johns-
ton’s progra.m for increased attention to the
Iiroblems of the expanding .Asian market.
Mr. Flochstetter, who joined the MPE.A in
1952 as an assistant to Mr. Johnston in
Washington, will leave for his new post in
two weeks and make his headquarters in
Tokyo.

Shea Circuit Managers
Meet in Pennsylvania

Shea Theatres JuU’^ 7 at Erie, Pa., held
a regiond meeting for managers from
.Akron, Youngstown, -Ashtabula, Conneaut.
and Geneva, all in Ohio; Jamestown, Xew
York ; and Bradford, Pittsburgli. and Mc-
Kees Rocks, Pa. On Thursday, at Xewark.
O.. managers from Zanesville, Cambridge,
Dover, Xew Philadelphia, Lancaster, Mari-
etta. and Xewark attended a second meet-
ing. The third is to be in Xew England.
Gerald .Shea, circuit president, supervised,
aided by Ray Smith and Bernie Hickey of
the X"ew 'S’^ork head office.

MOTION PICTURE HERALD, JULY 16, 1955

FILM BUYERS RATING

Film buyers of indepemlcnt circuits in the U. S. rate current
product on the basis of its performance in their theatres. This
report covers 120 attractions, 5,064 playdates.

Titles run alphabetically. Numerals refer to the number of en-
gagements on each attraction reported. The tabulation is cumula-
tive. Dagger (f) denotes attractions published for the first time.
Asterisk ("') indicates attractions which are listed for the last time.

EX means Excellent; AA — Above Average; AV — Average;
JA — Below Average; PR — Poor.

A & C Meet the Keystone Kops (U-l)

fA & C Meet the Mummy (U-l)

*Aida (I.F.E.)

(Ain't Misbehavin' (U-l)

Americano (RKO)

Annapolis Story (A.A.)

. . .

*Atomic Kid (Rep.)

“

Bad Day at Black Rock (MGM)

Bamboo Prison (Col.)

, .

Battle Cry (W.B.)

*Battle Taxi (U.A.)

Bedevilled (MGM)

1 1

Big Combo (A.A.)

(Black Tuesday (U.A.)

1 1

Blackboard Jungle (MGM)

Bridges at Toko-Ri (Par.)

Camille (Reissue) (MGM)

Captain Lightfoot (U-l)

Carmen Jones (20th-Fox)

Carolina Cannonball (Rep.)

*Cattle Queen of Montana (RKO)

1 1

Cell 2455, Death Row (Col.)

. .

Chief Crazy Horse (U-l)

....

Conquest of Space (Par.)

Country Girl (Par.)

(Crashout (Filmakers)

(Creature With the Atom Brain (Col.)

*Crest of the Wave (MGM)

1 1

Cult of the Cobra (U-l)

, , , ,

Daddy Long Legs (20th-Fox)

Davy Crockett (B.V.)

*Davy Crockett (Reissue) (Realart)

*Deep in My Heart (MGM)

1 1

Destry (U-l)

Detective (Col.)

(Doctor in the House (Rep.)

*Drum Beat (W.B.)

East of Eden (W.B.)

End of the Affair (Col.)

Escape to Burma (RKO)

....

Eternal Sea (Rep.)

1 1

Far Country (U-l)

, . 10

(Far Horizons (Par.)

5 Against the House (Col.)

Gang Busters (Visual)

Glass Slipper (MGM)

. 1

Green Fire (MGM)

. . . .

Hell's Island (Par.)

*Hell's Outpost (Rep.)

Hit the Deck (MGM)

(Interrupted Melody (MGM)

(It Came From Beneath the Sea (Col.) .

Jump Into Hell (W.B.)

Julius Caesar (MGM)

1 1

Jupiter's Darling (MGM)

Kiss Me Deadly (U.A.)

fLand of Fury (Brit.) (U-l)

*Last Time I Saw Paris (MGM)

Long Gray Line, The (Col.)

(Long John Silver (DCA)

Looters (U-l)

(Love Me or Leave Me (MGM)

Ma and Pa Kettle at Waikiki (U-l)

fMagnificent Matador (20th-Fox)

Mambo (Par.)

Man Called Peter (20th-Fox)

Man From Bitter Ridge (U-l)

Man Without a Star (U-l)

Many Rivers to Cross (MGM)

Marauders (MGM)

(Marty (U.A.)

Masterson of Kansas (Col.)

(N ew Orleans Uncensored (Col.)

New York Confidential (W.B.)

*Operation Manhunt (U.A.)

♦Phffft (Col.)

Prince of Players (20th-Fox)

Prodigal, The (MGM)

Purple Plain (U.A.)

Racers, The (20th-Fox)

Rage at Dawn (RKO)

Revenge of the Creature (U-l)

Run for Cover (Par.)

Sea Chase (W.B.)

Shotgun (A.A.)

*Sign of the Pagan (U-l)

Silver Chalice (W.B.)

Six Bridges to Cross (U-l) ...

Smoke Signal (U-l)

Soldier of Fortune (20th-Fox)

So This Is Paris (U-l)

Son of Sinbad (RKO)

*Star Is Born (W.B.)

Strange Lady in Town (W.B.)

Strategic Air Command (Par.)

Tarian's Hidden Jungle (RKO)

Ten Wanted Men (Col.)

*There's No Business Like Show Business (20th-Fox)

*They Rode West (Col.) .

This Island Earth (U-l)

Three for the Show (Col.)

Three Ring Circus (Par.) ..

Tight Spot (Col.)

Timberjack (Rep.)

*Tonight's the Night (A.A)

*Trouble in the Glen (Rep.)

*20,000 Leagues Under the Sea (B.V.) .

Unchained (W.B.)

Underwater! (RKO)

Untamed (20th-Fox)

*Vera Cruz (U.A.)

Violent Men (Col.)

Violent Saturday (20th-Fox)

West of Zanzibar (U.l.)

White Christmas (Par.)

White Feather (20th-Fox)

Women's Prison (Col.)

*Yellow Mountain (U-l) .

*Yellowneck (Rep.)

Young at Heart (W.B.)

1 1

MOTION PICTURE HERALD, JULY 16, 1955

ALBANY

The growth of drive-ins is dramatically
demonstrated by two concurrent develop-
ments. First is the launching by Alan V.
Iselin of an anniversary celebration for
Auto-Vision, East Greenbush, built in 1939
as the exchange district’s first drive-in thea-
tre and scheduled to entertain its 1,000,000th
patron during July. Second is completion
of preliminaries for construction by Fabian
of a 1,500-car drive-in at Latham on Al-
bany-Saratoga Rd. . . . The experiment with
an imposing cooperative advertisement by
the Auto-Vision, Carman and Riverview
drive-ins, with Paramount, for simultaneous
opening of “Strategic Air Command,”
proved successful. Business was big. The
trio also ran individual copy, with the Al-
bany Times-Union placing all drive-in in-
sertions that day on a separate page. . . .
Variety Club expects to occupy new quar-
ters on mezzanine of the Sheraton-Ten
Eyck Hotel, Sept. 1. ... A three-month
refurbishing of Proctor’s in Troy has been
completed bv Fabian.

ATLANTA

Kenneth Massingale has returned to Ben-
ton Bros. Film Express after a stay in the
Armed Forces. . . . Mrs. Marie Moore, of
Howco Films, has resigned to wait for the
stork. . . . Mr. and Mrs. John Jarris (he is
branch manager for IFE and she is with
Eilm Booking Service), are visiting in Nor-
folk, Va. . . . Canton, Ga., soon will have
a new radio station owned by L. H. Chris-
ton and C. A. McClure. . . . The Ochs Man-
agement Co., Cleveland, Ohio, now owns
the following drive-ins : the Auto drive-in,
Tampa; the Dania, Dania, Fla., and the
Siesta, Sarasota. . . . James M. Miller, of
the Ace, Belle Glades, Fla., and Laverne
Carter were married. . . . Pat Tufano,
United Artists’ booker, Jacksonville, Fla.,
was married to Leonard C. Thomas. . . .
Charlie S. Milholland, brother-in-law of
Jimmy Bello of Astor Pictures, died at his
home here. . . . Walter Morris, theatre owner
in Tennessee, was in for a booking trip. . . .
The Valley-Drive-In Theatre, West Point,
Ga., the first one in the south to show seven
features in one night, starting at 7 p. m.
and last show over at 5 a. m. to great busi-
ness. . . . The Delray Theatre. Delray, Fla.,
has clo.sed for the summer.

BOSTON

With a proclamation by Governor John-
son of Vermont continuing daylight saving
time through October, all New England
states, as well as New York State have
extended it beyond the original September
finishing date. . . . Two new drive-ins opened
on the July 4 weekend; the Clinton, at Clin-
ton, Mass., owned by Simon Queen and
Frank Calvi, and the Den Rock, at North
Andover, Mass., owned by the Shav Broth-
ers. . . , The Majestic, Springfield, Rifkin
circuit house, has closed for the summer.
The circuit is now operating six drive-ins
in Masachusetts and Rhode Island, and onlv

MOTION PICTURE HERALD. JULY 16, 1955

two hardtops, the Phillips and Jefferson,
both in Springfield. . . . Burton Bonoff, Ben
Segal, Robert Lappin and Stanton Shiffman,
owners of a theatre-in-the-round-style mu-
sical comedy tent show in Warwick, R. L,
announce they will launch a similar enter-
prise in Framingham, Mass., next summer,
competing somewhat with Smith Manage-
ment’s Natick drive-in and three indoor
theatres in the area. . . . Smith Manage-
ment Associates, who just opened the Jer-
sey City drive-in addition to their chain
and plan to launch another in downtown
Hartford, Conn., and still another in Balti-
more before the summer is over, are plan-
ning a 3,600-car dual-type theatre, with the
two screens on opposite sides of the field.
The site will be announced soon and work
is expected to start in September

BUFFALO

After 20 years of operation in Buffalo,
the local film buying-booking office of the
Schine Theatres, Inc., in the Crosby build-
ing, has been closed. Chris Pope, manager
of the office for the past five years, has gone
to the Schine home office in Gloversville
where he will assume the position of buyer-
booker for both the Buffalo and Albany
areas. This post will cover all Schine thea-
tres in New York state. Harry Goldsmith,
a predecessor in the Buffalo office, now is
district manager for Schine operations in
Buffalo, Lockport, Rochester and Salamanca.
His office is in the Palace theatre building
in Lockport. . . . Joseph H. Schinstock,
former general manager of the three local
Sears-Roebuck stores, has announced the
formation of Schinstock Enterprises, with
a capital of $300,000, and which companx
will build two drive-in theatres in Florida,
one in Fort Lauderdale and one in West
Hollywood. . . . Basil Theatres has an-
nounced a discount plan which will enable
hoys and girls from 12 to 18 to save up to
50 per cent on admissions. . . . The annual
Variety Club handicap will be held at the
Fort Erie track across the border July 18.
according to an announcement by chief
barker W. E. J. Martin. ... A theatre
romance was culminated in a wedding the
other day when assistant manager David
Miller of the Paramount in Rochester was
married to Arlene Sutherland, cashier at
the Arnett in the same city. The couple met
when Miss Sutherland was employed at the
Paramount.

CHtCAGO

The 400 theatre, dark for five years, was
reopened by M. E. Rheingold, owner-opera-
tor of the Devon. Mr. Rheingold has made
extensive improvements in the theatre, in-
cluding a new CinemaScope screen. . . .
George Phillips, long time owner of the
Pickwick in suburban Park Ridge, pur-
chased the Park Avenue Cinema in the
same village. The sale was made by Stan-
ford Kohlberg, who reopened the Park Ave-
nue last January after it was closed for 18
years. . . . Mr. Kohlberg, owner of the

thriving Starlite drive-in, continues to in-
crease his operations. Latest addition is a
building designed with a Mickey Mouse
motif and housing such amusement rides
for children as a racing car, boat, rocket
ship and duck. . . . Richard Beck, managing-
director of the Oriental theatre, is spending
his vacation fishing. Harold Williams, the
theatre’s night manager, is enjoying ^his
holiday in Michigan. . . . George Hunter,
of the Capitol theatre, died as the result of
a stroke. . . . Capitol manager Richard
Barry drove his family to Florida for a
vacation. . . . Metropolitan theatre manager
Hugh Thornton motored south to spend his
vacation with his daughter. . . . September
1 this year has been set as the definite time
to start tearing down the Astor theatre.
Construction of a downtown synagogue be-
gins immediately thereafter.

CLEVELAND

Bob Hope, here for one day for the open-
ing of “The Seven Little Foys” at Loew’s
State theatre, possesses The only honorary
membership card to the Cleveland Chamber
of Commerce ever issued. Presentation of
the card, also a scroll in recognition of his
services, took place at a TV-Radio cocktail
party in the Statler Hotel following a press
luncheon attended by Mayor Anthony Cele-
brezze and Louis B. Seltzer, editor of The
Press. . . . Leo Burkhart, owner of the Crest
theatre, Crestline, paid his first visit to Film
Row after more than a month’s hospitaliza-
tion for surgery. . . . Meyer Fine, president
of Associated Circuit, and Mrs. Fine were
in New York to meet their son Marshall and
his bride upon their return from a European
honeymoon. . . . Aircooled theatres are doing
business on the strength of the temperature,
but more houses in the territory without air
conditioning are closing for the summer, in-
cluding the Rockford, Rockford ; Sylvan.
Sylvania and the Paid, Grand Rapids. In
Cleveland E. J. Stutz has reduced the Circle
theatre’s playing time to Saturday when he
presents hillbilly shows. . . . Herbert Hor-
stemeier, booking agent, will be in Chicago
to attend the annual Shrine convention.

COLUMBUS

Summer upswing, aided by a heat wave,
is noted in the current number of holdovers.
“Love Me Or Leave Me” had a second week
at Loew’s Ohio, “The Seven Year Itch”
went into a third week at RKO Grand,
“Not As A .Stranger” was held for a second
week at Loew’s Broad, “One Summer of
Happiness” at the Bexley and “Julius
Caesar” at the World gained second weeks.
. . . Manager Walter Kessler of Loew’s
Ohio presented Arthur Frank, executive
director of the Columbus Convention Bu-
reau, with the “Not As A Stranger” Award
in honor of the high rank of Columbus as
a convention city and a city where the visi-
tor is treated as a friend and not as a
stranger. Mr. Kessler was relief manager
of Loew’s Broad during the vacation of
{Continued on follozving page)

{Continued from preceding page)
Robert Sokol. . . . Robert Wile, secretary
of the Indepeiulent Theatre Owners of Ohio,
urged that theatre owners fill out the bro-
chure from COMPO on the Audience
Awards.

DENVER

Edward J. Mapel, owner of the Gem, in
the city council for 13 years, was for the
second time elected president of the city
council. . . . The Flame, Deadwood, S. D..
did the unusual and closed for the Fourth
of July. . . . 850 early birds went to a break-
fast matinee of “Seven Year Itch’’ at the
Centre. The line started forming at 5:15
a. m. Admission was 50 cents and a coupon
out*of the Ncivs. . . . Mr. and Mrs. Hai'okl
Brown have opened their new 300-car Cactus
drive-in, Shoshone, Wyo. . . . Geo. and
Edna Kelloff opened! their new 300-car
drive-in at IMonte Vista last week. . . . Carl
\'eseth, owner of the Palace, has opened his
new 700-seat Villa, Malta, Mont. . . . Boh
Hope was in for several events, especially
the opening of “Seven Little Foys” at the
Denham with a cerebral palsy benefit. . . .
Oscar Morgan, IMetro head of shorts and
news department, in for a day. . . . Joe
Dekker. Civic Theatres partner, hecame
grandfather a second time when his son,
David, with Army in Germany, became
father to Erik Sage Dekker. . . . B. J.
McCarthy, formerly branch manager here
for various companies, now headquartering
in St. Louis, here screening some of his
independent product.

DES MOINES

Dcs Moines’ Variety Club is sponsoring
heart surgery for three Iowa youngsters at
the Heart Hospital in Minneapolis. The
children are Douglas Gruver, 3 months, of
Des Moines; Jesse Weddle, 21 months, of
Bayard, and Carol Dahms of Ottumwa.
Frank D. Rubel, chief barker, says the club
expects to underwrite a total cost of $15,000
in the three cases. No surgery has been
performed as yet, but operations are ex-
pected in the near future, Rubel said. . . .
Dwight Miller has reopened the Lyric thea-
tre at Seymour for Friday and Saturday
night showings. Mr. and Mrs. Byron W’hit-
more will manage the house. . . . The Time
’at Albert City has reopened after extensive
remodeling. Manager Art .Sunde reports
the house now has a new wide screen, new
cooling system and lighting. . . . The Riada
theatre at Adair has l)een closed due to lack
of business. The Adair Commercial club,
which sponsored the house, voted the shut-
tering. Free movies will be shown in Adair
on Saturday evenings. . . . Dick Rafferty
has closed the Lyric at Coon Rapids be-
cause of ill health. Plans for the house have
not been announced. . . . 'I'he Iris theatre
in Riceville has been reopened after cus-
tomers expressed a desire for the move.
Businessmen of the community arc co-operat-
ing to help keep the theatre open.

DETROIT

The annual summer outing of the i'ihn
Bowling League will be held August 22 at
the Glen Oaks Country Club. Robert Buer-
mele, of General Theatre .Service, is in
charge. . . . Plans to show United Artists’
“Not As a Stranger’’ at Ford ffor Henry)

Hospital fell through when the board said
no. Substitute showing was at Mt. Sinai.

. . . Frank Bremer is operating the Sunset
drive-in at Midland under lease from Mrs.
William Cassidy, who, until recently, oper-
ated it. . . . David Gonda, of the Universal-
International office, married Jackie Hunt
from the same place. Following close be-
hind at U-I Lois Jomas married William
Duffee and Antoinette Kowalczyk will marry
Richard Piasecki late in July. . . . Moe
Teiter has taken over operation of the
Rogers theatre from Harry Balk. . . . The
Elsie, there, the Thumb, Deckerville, and
the Temple, in Detroit, have closed for the
summer. . . . Art houses. Cinema and Carl-
ton. operated by .Sterling have also closed.

HARTFORD

Superior Court Judge James C. Shannon
has named a two-man committee, consisting
of Louis Antos and David C. Mahoney,
local businessmen, to appraise assets and
state of the Turnpike Theatre Corp., opera-
tors of the Pike drive-in. At the same time,
the judge appointed Atty. Michael C. Radin
as j)ermanent receiver for the theatre cor-
poration. Radin had been functioning as
temporary receiver since May. The re-
ceivership action was started by Lou Rogow,
major stockholder in the theatre, who said
the corporation was solvent but that its
assets are in danger of waste. Judge Shan-
non ordered that claims against the corpora-
tion l)e filed within four months. . . . Lou
Cohen, Loew’s Poli, Hartford, and Mrs.
Cohen have returned from Minneapolis. . . .
Dr. and Mrs. Ben Vicas have returned to
•San Francisco, following a visit with Mrs.
Vhcas’ parents, George E. Landers, Hart-
ford division manager, E. M. Loew’s Thea-
tres, and Mrs. Landers. . . . Ted Harris,
managing director. State theatre, Hartford,
and Mrs. Harris are grandparents for the
first time, with birth of a girl, Nancy Gayle,
to their daughter, Mrs. Marvin Koppel. . . .
Leo Hooper, student assistant manager,
Loew’s Poli, Hartford, married Miss Ann
Majewski.

INDIANAPOLIS

Cantor Amusement.s have secured the
first run of “Lady and the Tramp’’ for the
.Shadeland and Lafayette Road drive-ins the
week of July 20. . . . Oscar Kuschner, 61,
e.xhibitor and former Warner branch man-
ager, died here July 5. Born in Chicago,
Kuschner came to Indianapolis 40 years ago.
He worked for United .\rtists and Pathe
early in his career. . . . Henry (Bud)
Steamer, formerly assistant to the general
manager of the Morrison Hotel, Chicago,
is the new assistant manager of the Indiana
theatre, succeeding William Reinecke. . . .
Dick Frank, Paramount branch manager,
booked “Strategic Air Command’’ for a
simultaneous sub run break in 10 neighbor-
hood and drive-in theatres this week. . . .
Tom Dillon, Republic salesman, has resigned
to rei)resent Buena Vista here. . . . Alliance
has reoi)ened the Frankfort Outdoor after
rei)airing damage to the screen and tower
wrecked in a storm May 28. . . . Joe E.
Brown is here this week a])pearing in “Plar-
vey’’ at the Avondale, summer ])layhouse.

JACKSONVILLE

Norris Hadaway, civic leader of Birmin.g-
ham, Ala,, and manager of the .'Mabama

theatre there, was scheduled as the mam
speaker at a theatrical advertising seminar
to be held here. . . . Ken Laird and Harvey
Reinstein were here from the Buena Vista
office in Atlanta to set up booking dates on
“Lady And The Tramp.’’ . . . Jack Wiener,
MGM publicist, judged the talent part of
the Miss Dixie beauty contest at Daytona
Beach on the 4th of July. . . . LaMar Sarra,
vice-president, Florida .State Theatres, and
his family vacationed in Washington, D. C.

. . . Serving as relief manager of the Brent-
wood theatre was Billy Wall. . . . The local
WOMPI group is now aiding the Pine
Castle .School for Retarded Children. . . .
George Smith has acquired the Palms
drive-in theatre at Largo from H. J. Knight.

. . . Whitney Lindsey is the new manager
of the Orlando drive-in theatre, Orlando.

. . . The Carl Floyd circuit scheduled the
closing of the Florida theatre, Haines City,
for July 16. . . . CinemaScope and wide
screens were being installed at three Negro
patronage theatres operated by National
Theatre Enterprises. They are the local
.Sky-Vue drive-in and the Lincoln and Car-
ver theatres in Tampa.

LOS ANGELES

Ray Robbins, who operates the Midway
theatre, is in the Hollywood Presbyterian
Hospital. . . . Henry Balk, Allied Artists
salesman, has resigned his post and is plan-
ning to go into the real estate field in San
Francisco. . . . Services were held for John
C. Feys, 59, veteran Southland exhibitor,
who passed away after a heart attack while
aboard his yacht anchored at Newport
Beach. . . . Back from a business trek to
Portland and Seattle was Francis A. Bate-
man, Republic western division sales man-
ager. . . . Visitors from New York were
Nat Saland and his son Mike of Mercury
Laboratories. . . . The officers of the Film
Row Club met at the Variety Club Rooms
in the Ambassador Hotel to draft plans for
the Film Row annual picnic to be held at
Crystal Springs in Griffith Park on Satur-
day July 23. . . . Huddling at the local
National .Screen branch was Robert Prop-
per, auditor. . . . Alex Cooperman, western
division sales manager for IFE, returned
from a junket to San Francisco and Salt
Lake City. . . . Flying out to Pittsburgh.
Pa., to join his family for a two weeks’
vacation, was Joe Zangrilli, Warner Bros,
booker. . . . The local branch office of Uni-
versal-International hosted their western
district manager, Barney Rose, with a party
at Mike Lyman’s.

MEMPHIS

Two Memphis first runs, Loew’s Palace,
showing 20th-Fox’s “The Seven Year Itch,"
and Malco, with “Daddy Long Legs.’’ an-
other 20th-Fo.x film, did two and one-half
times averge business the first week. . . .
Ed Williamson, former branch manager of
Warner Bros., in Memphis and now (listrict
manager for his company in Dallas, was
a visitor. . . . Marjorie Lawrence, world
famous dramatic soprano, who was crippled
with ])olio, appeared at Loew’s .State in
Mcmifhis for the opening of film story of
her life, “Interrupted Melody.’’ . . . Joe
.Simon, assistant to Au.gu.stine Cianciolo,
who owns and operates Plaza. Luciann and
Kosemarv theatres at Memphis, will be oft"
to Chicago on July 24 for his annual visit
(Continued on opposite page)

MOTION PICTURE HERALD. JULY 16, 1955

{Conlinitcd from opposite page)

with his old friend, Merle Evans, hand-
master, and the Ringlin.sf Bros., and Barnuin
and Bailey Circus. Simon was with the
circus for many years and visits it annually
on his vacation. . . . The Majestic theatre.
Green Forrest, Ark.; Wilmot theatre, W'il-
mot. Ark.; Medina theatre, Medina, Tenn.,
and Roxy theatre at Hot Springs, have
been closed.

MIAMI

Burt Clark of the Boulevard drive-in had
a bang-up program for Independence Day
with circus acts, playground activities,
square dancing and fireworks included at
regular prices with the movie features, with
the grounds opening at 3 :30 p. m. . . . The
Claughton circuit also is planning an extra
treat for patrons with a one week appear-
ance of hypnotist Ralph Slater at both Royal
and Xorniandy theatres with performances
at 4 and 8:30 p. m. . . . Mark Chartrand,
W'ometco's public relations man, was in
Tampa recently where he appeared over T\’
station \VT\'T presenting the arguments
against toll T\’. . . . Claughton’s publicist.
Don Tilzer, has made a November reserva-
tion for a visit from the stork. . . . Tom
Rayfield, manager of the Carib, returned
from a holiday in Richmond, \'a. . . . Harry
Kronewitz, relief manager for W'ometco, on
vacation.

MILWAUKEE

Wisconsin ^Mriety Club's annual golf out-
ing will be held August 26 at the Puckaway
Country Club. . . . Miss Beverly Siegal,
secretary to ^Ir. Petterson at the Universal
exchange here, is engaged. ... A new
drive-in at Xagaunee, Michigan, has opened.
Delft Theatres are operating the new Air-
port drive-in there. . . . Another engaged
girl along Film Row is \’i Lucia, inspectress
at the RKO e.xchange. . . . The RKO ex-
change has new lighting fixtures and also
a new paint job to its credit. . . . Columbia
and the L’nited Artists exchanges have in-
stalled air-conditioning units.

MINNEAPOLIS

new marble and glass front and lobby,
new concessions stand, new carpeting, new
rest rooms and new soft cushion seats have
been installed in the loop Gopher. The audi-
torium also has been redecorated. . . . Mickey
Goldhammer, AA divisional sales manager,
was in for ‘‘\\ ichita.’’ . . . X^ew tile flooring
is being installed in the MGM exchange.

■ .' .■ Haufle, De Sinet, .S. D., ex-

hibitor, was in. . . . Leonard \’assbotn is
the new projectionist at the 20th-Fox screen-
ing room. . . . Kenny Bergman, hooker at
Lniversal, vacationed in Colorado. .
Wally Weber, shipper at UA, is sporting
a new Oldsmobile. He plans a vacation in
it soon. . . . Blackboard Jungle” went for
a inth week at the loop Gopher to set a new
house record. . . . Glen Wood, U-I booker,
vacationed in the Canadian Rockies, Mon-
tana and Seattle. . . . Another Seattle vaca-
tionei was Ruth Johnson, office manager's
stenographer at Paramount, back at work.

NEW ORLEANS

Wm. J. Briant, 20th-Fox branch man-
ager, advised that 400 indoor theatres and
106 drive-in theatres in the New Orleans

film exchange territory are equipped for
CinemaScope presentations. The figures
include all Army and Air Force theatres
in the territory. . . . Boh Hope was slated
to be in town the 14th for tlie opening
of his "The .Seven Little Foys” at the
-Saenger. . . . C'y Bridges, MGM salesman,
and John Roberts, manager of the Civic,
had good cause for extra celebration on the
4th. Bridges became a great-grandfather for
the second time, while Roberts chalked up
his half-century birthday. . . . Milton Du-
reau, Jr., young son of Milton and Mamie
of Masterpiece, is hospitalized with a very
had cold. . . . Robert Molzon, Royal, Xorco,
La., is on a two-week pleasure jaunt to
Connecticut. . . . J. G. Broggi, buyer and
booker for the Star, Lafayette, La., advised
that owner Joe Pentard closed it for 90
days for remodeling. Reopening scheduled
for Oct. 2. . . . Allied Artists' home office
representative R. Graber visited the local
branch.

OKLAHOMA CITY

Theatre business has been very good
here, exhibitors say, especially at drive-in
theatres. . . . Eskie Radford, manager of
the Chieftain theatre, is on her vacation.

. . . Pat yicGee, Denver, general manager
of Cooper Foundation Theatres, was in
Oklahoma City last week for a meeting with
Oklahoma theatres operators to outline plans
for the COiMPO Audience Awards Poll. . . .
The Midwest theatres last week showed
newsreel coverage of Oklahoma's delegation
at the opening of "Cinerama Holiday”
recently in Chicago. On hand from Okla-
homa were Robert Goombi, one Indian
princess and Hallie Johnson of the Bilti-
more hotel. All but Hallie were in Indian
costume. . . . Barnesdall's theatre in Paw-
huska, Okla., has reopened under a new
name and new management. Lt. Col. Gene
E. Thompson, the new owner, has changed
the name from Roxy to Thompson theatre.

. . . "It Came From Beneath The Sea”
will be shown at 141 theatres in Oklahoma,
Texas and Arkansas during the month of
July. . . . "The .Seven Little Foys” started
at the Criterion theatre July 8.

PHILADELPHIA

The former Jackson, one of the older
neighborhood houses, was sold at auction.
. . . Charles Judge, general manager of
the TransLu.x, recovered from a bout with
the virus. . . . Jack Flynn, who had been in
charge of the center-city district for the
.Stanley Warner Theatres, has been named
out-of-town booker for the circuit. He suc-
ceeds Bill Yurasko, who became head film
buyer in jilacc of Harry Kaplowitz, who
went to New Haven, Conn., as head film
buyer. . . . The former Brandywine drive-in
near Wilmington, Del., became the Elli"
drive-in upon its reopening last week under
the direction of the A. M. Ellis Theatres
here. Don Warner, who managed the Ches-
ter (Pa.) drive-in, comes in as manager
under the supervision of Larry Ruch, dis-
trict manager. Completely renovated for
year-round operation, the drive-in accommo-
dates more than 1,000 automobiles, twice its
former capacity. . . . Stanley Warner Thea-
tres has been sprucing up its first-run houses
on Market Street in the center of town.
The Mastbaum is getting a new marquee :
the Stanley gets a front cleaning and new
frames ; and the Stanton is having a $75,000
escalator installed along with .getting a new

niar(|uee and front. . . . William C. Hunt,
head of tlie Hunt Theatres in Southern New
Jersey, was honored by the citizenry of
Wildwood, X. J., of which he is a resident.
.•\t a dinner in the Monor Hotel, he was
presented with a special achievement award
by the Chamber of Commerce for 50 years
of "aggreessive leadership and community
service.”

PITTSBURGH

Joan Bennett made the usual press, radio
and TV tours to plug the Penn’s current
"We're Xo Angels.” . . . “Prize of Gold”
added to the Harris schedule. . . . Joseph
Scanlon, Jr., a .Shea veteran of 20 years
service, is the new manager of the Fulton
theatre. Scanlon came here from Zanesville,
O. to replace Frank King, the interim man-
ager. . . . "Adventures of Sadie” is set to
follow "The Great Adventure” in the Squir-
rel Hill. . . . "The Intruder'’ finally got into
the Guild art house after the 11-week run
of "The Green Scarf.” . . . The intense
heat, three days of Ringling Brothers and
Barnum & Bailey circus, the home stand
of the Pirates at Forbes Field and the
Civic Light Opera, all were cutting into
film attendance. . . . Johnny Kurtz, 76, elec-
trician at the Stanley since the house opened
28 years ago, retired. . . . Columbia’s “Chi-
cago Syndicate” gets a multiple run booking
in a flock of neighborhood houses starting
July 17. . . . Saul Perilman has left Allied
Artists to join .Screen Guild as city booker
and salesman. . . . Bill Decker, Stanley
Warner city manager in nearby Butler,
turned down an offer from the Democratic
committee to run for mayor there.

PORTLAND

Evergreen Circuits’ showman. Fox thea-
tre manager Oscar X'yberg, fought to get
“Seven Year Itch’’ single billed at his usual
dual house. After the OK, he had a big
campaign. First week's gross was over
$20,000. . . . Columbia field man Sammy
Siegel has gone to Los Angeles to work
Mike Newman’s territory while the latter
is recuperating from an illness. . . . Don
Hassad is doing a big job as new manager
of the Liberty theatre. . . . Mel Barnes took
over as new assistant manager at the Fox
theatre. . . . Paramount manager Dick New-
ton had to take out the last 10 rows of hi-
3.400 seat house when he installed a new
\’ista\'ision screen.

PROVIDENCE

The Quonset drive-in, celebrating the
first anniversary of the official opening,
staged a gala three-day celebration. In ad-
dition to a double feature program, souvenirs
and novelties were given to all patrons the
first two nights of the affair, while free ice
cream was distributed to all of the children
on the final night. . . . Chester Morris in
"The Caine Mutiny Court-Martial” and
Joan Blondell in “A Palm Tree in A Rose
Garden’’ will make personal appearances at
the Newport Casino theatre during the com-
in.g months. ... In a special “night-hefore-
the-4th” midnight horror show, E. M.
Loew’s Providence drive-in presented films
featuring Bela Lugosi and Boris Karloff.
. . . The Fairlawn, neighborhood house in
nearby Pawtucket, has closed for the summer.
Reopening has been set for August 28th.
. . . The Pike drive-in, as an added induce-

(Contiuued on foUondng page')

MOTION PICTURE HERALD, JULY 16, 1955

(Continued from preceding page)
nient tor the children, brought back "Old
Betsy.'’ the miniature fire-engine that at-
tracted so inanv riders when it was here
last season. The engine, an exact replica
of the inodern-dav fire-fighting equipment,
has been loadetl to capacity claily.

ST. LOUIS

The Air National Guard and the Civic
.-\ir Patrol set up a display at the Trail
Theatre in St. Joseph, Mo., entitled the
"Strategic Air Command” recently. . . .
The Mid-Way drive-in theatre, on Highway
25, midway between Bloomfield and Dexter
in Missouri, was robbed of more than $200
the other night by four men, two of whom
had shotguns. . . . The Hannibal, Mo., mer-
chants provided free shows at the Tom
Sawyer and Star theatres in that city for
the youngsters one day this week to permit
the mothers to do their shopping at a special
bargain week. . . . The De Soto, Mo., shop-
pers’ center at the Collins theatre in De Soto
was opened for the first time July 2. . . .
Edwards & Plumlee Theatres announced last
week that the Ozark theatre in Bismarck,
Mo., would close during the summer months
and will reopen in the fall. . . . The Glasgow
Chamber of Commerce at Glasgow, Mo.,
has just inaugurated a series of free picture
shows for children for six weeks.

TORONTO

First page of the financial section of the
Telegram was dressed with a story on the
J. Arthur Rank non-profit set-up. The top
of six columns went for pictures of a Rank
star, June Thorburn, Rank and Pinewood
studios. . . . Frank Moriss of the Winnipeg
Free Press did a series of columns from

Hollywood. . . . Newest firm in this country
to make commercial, documentary and edu-
cational films, the Mars Film Studio, was
opened in Ottawa. . . . The Community,
v55mm. house in Cut Knife, Sask., recently
t)ffered an all-Canadian show made up of
three National P'ilm Board shorts. . . . If.
F. Holliday, audio-visual director for die
Saskatchewan Department of Education, will
have modern quarters in the Provincial
Building now under construction. He was
recently made honorary president of the
Regina Film Society in appreciation of past
help. . . . Court dispute over the new Para-
gon, Melville, Sask., now under construc-
tion, was initiated by Gilbert Morrison, who
claims he owns the property. He wants the
Town of Melville to stop Hugh Vassos from
continuing work.

VANCOUVER

Frank Smith, Sr., treasurer of Projec-
tionists Union 348, recovering at home after
a stay in hospital for surgery. . . . Ray Gehr-
man, a student at B. C. university, is spend-
ing his holidays helping out at downtown
theatres while staff members holiday. . . .
Gay Carl is in charge of the Paradise until
a replacement is made for Jack Armstrong,
who was moved to the Plaza in Victoria.
. . . Warwick Johnson, assistant at the
Orpheum, is in charge of that 3,000-seater
while Ivan Ackery takes a vacation. . . .
Di.sney's “Davy Crockett” played to over
30,000 children and broke all concession
records on its week run at Orpheum. . . .
Ben Chechik, formerly in show business
here and who has been in Australia for the
past two years, is planning a second drive-
in near Sydney. His brother Max operates
the Bav theatre here and two drive-ins :

HE SOLVED HIS
SERVICE PROBLEM

So can you!!!

A stroke of tlie pen on an ALTEC service
contract brought protection of
performance and equipment investment
to this wise showman.

His satisfaction has since been expressed
with a contract for additional theatres.

You can solve your .sound service
problem today. Call your nearest ALTEC
office, or write Altee Service Corporation,
161 Sixth Avenue, New York 13, N.Y.

the Delta at Burnaby and the Tilheum at
Victoria. . . . Recently formed Screen Gems
will open a Vancouver office shortly. They
will make films for the television market.
The head office is in Toronto. . . . Barbara
Gray, formerly with Columbia I’ictures and
who has been in Tramiuille Sanitarium near
Kamloop.s for the past year, is recovering
her health rapidly, her Film Row friends
report. The Golden West drive-in near
Lloydminster, Sask., operated by Coombes
& Hudson, and the North Star drive-in
near Aldergrove, B. C., operated by Boyce
& Reeder, of Mission, B. C., have both
clo.sed because of lack of business.

WASHINGTON

The committee for the Variety Club An-
nual Golf Tournament and Dinner Dance
at Manor Country Club, Norbeck, Mary-
land, August 26, includes George A. Crouch,
Sam Galanty and Albert W. Lewitt as co-
chairmen. . . . Joseph Gins, Universal-
International, now in Boston, was in Wash-
ington over the July 4th weekend with his
wife and family, to celebrate the confirma-
tion of his son, Richard. . . . Duane David-
son, son of Mr. and Mrs. Harley Davidson,
Independence Theatres Service, was ac-
cepted at the Yale School of Music. . . .
Morton Gerber, chairman of the Variety
Club welfare committee, had a meeting of
his committee July 8. . . . The local transit
strike, which was one week old on July 8,
has resulted in many holdovers.

ExtcMud Mtate
Eor COMPO
Poll Return

The time limit for the first exhibitors
nominating ballot for the Audience .*\ward>
poll was extended one week to July 18 by
Elmer C. Rhoden, national chairman of the
.‘Vwards committee. Mr. Rhoden said the
date was extended at the request of many
e.xhibitors who complained they did not re-
ceive their ballots in time to meet the
original deadline of July 11.

Robert Coyne, special counsel for the
Council of Motion Picture Organizations,
said the July 18 deadline was the limit on
which the ballots could be accepted by Price
Waterhouse & Co., not the date by which
they can be mailed. It was also pointed
out that ballots could be obtained from any
National Screen Service office.

In an address to an Albany exchange
district meeting this week, Mr. Coyne said
united support by exhibitors and producers
for the poll will make it “the big picture
event of the year,” creating perhaps in the
climactic voting period — November 17-27 —
public interest comparable with that of a
presidential election.

He said a promotional effort is needed in
the industry at the present time and the
poll plan can capitalize on “the selectivity
and di.scrimination of today’s motion picture
audience.” Once, he added, people went to
“the show,” now they go to see “a picture,”
and “we have become a nation of critics.”

MOTION PICTURE HERALD. JULY 16. 1955

An International Association of Motion Picture Showmen — Walter Brooks, Director

JSiMeif Jfntc Opinm

Theatre managers interested in
either “the product shortage” or the
promotion of pictures on schedule,
should note the trend implied in this head-
line, an opinion expressed by a newspaper
writer, outside of regular trade channels..
As a matter of fact, there has been a de-
cided change in viewpoint on this impor-
tant subject, which affects all branches of
film industry, and especially the exhibition
end of our business.

We have always believed in the future
use of film materials and techniques, from
television into theatres, and vice versa. We
couldn’t see how there would be any loss
to our industry, or to local theatres, if and
when the hurdles were overcome. Always,
it has been an artificial obstruction and never
a real problem. Television doesn’t diminish
motion pictures in theatres — it builds them
up. On the other hand, “going to the
movies” puts Films-on-TV in theii' proper
place — secondary to theatres.

It’s very true that “Hollywood has fol-
lowed Disney into TV” because it took a
strong forward movement to overcome the
inertia — and sheer ignorance — that stood in
the way of progress. Everything that “Dis-
neyland” shows on TV is increasingly im-
portant in movie theatre programming, be-
cause it benefits from tremendous national
promotion. “Davy Crockett” started on TV
— and is now the greatest attraction of its
kind in our motion picture theatres. Disney
is making two more “Davy Crockett” pic-
tures, and it’s to be expected that both will
be seen on television first.

Currently, there are negotiations under
way with the major TV networks to buy
the one-time “spectacular” use of a motion
picture that has not yet been seen in thea-
tres, and we predict that this use will boost
our potential and actual grosses wiih these
attractions. “Oklahoma” played for ten years
in legitimate theatres, and earned a ten mil-
lion dollar profit in that narrow field.

A year or so ago, we argued with a young
theatre executive, at a press preview of a
picture in New York, that what we needed
was more alliance and affiliation between

NEW FACES ARE NEEDED

A few years ago, Elmer Rhoden, address-
ing a Quigley Awards Luncheon at the
Waldorf-Astoria, made one of his original
appeals to industry leaders for new faces
on the screen. He had a list of popular
stars, and compared it with a similar list,
a quarter of a century earlier. Even Rln-
Tin-Tin, in a seventh generation replica of
the original, was still current.

That was quite a while ago, and today
Elmer Rhoden renews his wish for "New
Faces" In the upcoming National Popular
Audience Awards Poll, which he Inspires
and sponsors, as head of National Theatres
circuit. We knov/ that he carries his con-
viction directly to audiences In his own cir-
cuit, and to his managers, as part of their
assignment in meeting the public.

There are many who might qualify as
"Stars of Tomorrow" — and quickly become
established as "Stars of Today" — with
proper promotion, and popular apprecia-
tion. We have young talent, and all we
need Is to sell It, on a basis of reasonable
showmanship. The other day, we com-
mented on this page that too few managers
sold the supporting members of their casts,
even when it was fairly obvious that the
public was interested.

NEWSWEEK, in its current Issue, de-
votes a feature story with the headline, "A
Star Comes to Life" to Paramount's Carol
Ohmart, who deserves the build-up. It's a
three-page story In a national magazine,
and typical of what can be done to culti-
vate "New Faces" in a practical way.

theatres and television. He remarked “that
would be all we needed — to put us out of
business.” Since then, the same young ex-
ecutive has left his circuit to enter produc-
tion and distribution — and how his viewpoint
has changed, in so many ways ! We are
in the midst of an almost complete turn-
about on the subject of television.

^ WE ALMOST missed the accounting of
a dandy promotion stunt, buried in small
type in Fox-National Shominan, but it’s a
lulu. There must be something in the air
along that Canadian border, that blows
showmanship two ways. LeRoy Kastner,
manager of Evergreen’s’ American theatre
in Bellingham, Wash., crossed over to Van-
couver and promoted a special train to take
the carrier boys of the Vancouver Sun to
Bellingham for their annual “One Day In
the States.” That’s really going a long way
to get extra revenue. The mutually appreci-
ated tieup goes back several years, and the
newspaper boys are well sold on the 110-
mile trip across the border. City manager
Kastner arranges a special show at the
American theatre, and makes all the reserva-
tions necessary for a big noon-time feast at
the Bellingham Hotel, plus a day of sight-
seeing. The event has become the biggest
plum in the annual newspaper carrier com-
petition in Vancouver.

q AND ANOTHER from the Fox Show-
man. Glad we took time out, on Sunday
afternoon at home, to read all recent num-
bers of this excellent circuit house organ.
They get piled up in our mail. Charlie
Reed, manager of the Fox theatre in Hays,
Kansas, has a way of getting around the
country-side and promoting people into his
theatre. He has what he calls “Sneak Days”
■ — not exactly a preview, but a special audi-
ence. Recently, he celebrated his 79th event
of this sort, when classes from the High
School in Quinter, Kansas, came 94 miles
to spend the day, see a special program at
the Fox theatre, enjoy a meal arranged by
a cooperative restaurant, do some shopping,
and, generally, make a holiday of the occa-
sion. Charlie blocks off seats for them ; the
merchants love the idea, and local sponsors
take part. At this writing, the plan has
produced 1500 extra admission for the thea-
tre, so far this year. It’s a ticket-selling
idea that can be successfully used in riiany
other situations. — Walter Brooks

MANAGERS' ROUND TABLE SECTION. JULY 16, 1955

OUINNP!^

DtTFCTlVE

jcrjisairrifi

Leo Raelson, manager of the Trylon theatre, Forest Hills,
is one of the most ingenious members of the Round Table.
Who else eve," thought of such a good idea as a magnifying
glass to call attention to a coming attraction? This display
is made of beaverboard, four feet long, and the cellophane
"lens" is 20 inches in diameter, with a title card 14x16, spot-
lighted to make it realistic.

DAVY CROCKETT — really Fess Parker, and
Buddy Ebsen, who play the leads in Disney’s "King
of the Wild Frontier" — are welcomed in Philadel-
phia by Ted Schlanger, Stanley-Warner zone man-
ager, as they visited Independence Hall. You'll re-
member, Davy once "patched up the crack in the
Liberty Bell."

Hot weather publicity, high temperatures running in the
lobby of the Astor theatre, on Broadway, when the girls strut
their stuff for "Summertime" with Rossano Brazzi as the sole
judge. Winner, Georgiafaye Kennedy, fourth from left, gets
a free trip to Venice — and richly deserves her award. Sorry
we missed the judging.

y / / I

Oscar Nyberg, manager of Evergreen's new Fox theatre,
Portland, Ore., had this twist as a promotion for "Seven
Year Itch" with potential Marilyn Monroes putting their
footsies on record — and a radio commentator coming up
out of the ground, center, to record the similarity with the
pattern, which was flown In from Hollywood.

Frank Hensen, manager of Loew's State theatre, St. Louis,
had two strong boys to carry this huge display for "The
Cobweb" through the streaming streets of St. Louis, where
it is hotter than any place this side of.

Even a popular stunt
can be improved upon
by a clever manager. It
remained for John Di-
Benedetto, manager of
Loew's Poll theatre,
Worcester, Mass., to
put an actual skirt on
this cut-out figure of
Marilyn Monroe — and
have a fan to blow it,
according to script!
Every day, in every way,
exploitation gets better
and better, when good
men use their heads,
hearts and hands, to
obtain results.

MOTION PICTURE HERALD, JULY 16, 1955

olvmen in

^^cti

Bill Hendley, formerly manager of the
Paramount theatre in Atlanta, whom we
met down there just as he was lieading
north to his original climate, is now es-
tablished as manager of the Stanley-\\ arner
Majestic theatre in Gettysburg, Pa., which
he says is one of the very finest small-city
theatres, in a town that is making the head-
lines, as Ike’s future home. We hope they
will have the world premiere of MGM’s
new film, ‘■Getty.slnirg’’ at the Majestic.

▼

Fox Shozvman asks a pertinent question:
"Did’ja know, that every day there are
twice as many copies of U. S. daily news-
papers sold than there are postage stamps ?"
That’s convincing evidence of where we
find our best advertising tieups.

Willis Shaffer, city manager for Fox the-
tres in Hutchinson, Kansas, again doing
well with his “Cinema-Dinner” promotion,
done in cooperation with a local restaurant.
“All for $1.50, enjoy a good dinner, then
go to the movies, all for one price.”

▼

Invitation in the mail to meet “Miss
Universe” at a “Press Breakfast” scheduled
for 9 o’clock in the morning ! Just imagine
crawling out of the hay to meet “Miss Uni-
verse”— who dreams up these things and
such hours they figure out !

▼

Iz Perlin, manager of the Stanley-Warner
theatre in Camden, N. J. sold a sponsored
kiddie show for $400 and then went out
and sold a $150 pencil box matinee, besides.

Ben Blumberg, manager of the 69th Street
theatre in Philadelphia, has been making
club contacts for “Cinerama Holiday” — and
sold three clubs a minimum guarantee of
500 tickets each, plus a Saturday morning
show, with another 500 minimum guarantee.
T

Bob Kessler, manager of the Benn thea-
tre, Philadelphia, sold the flash tabloid
berald for “Blackboard Jungle” as a spon-
sored co-operative advertisement for the
Elmwood Federal Loan and Savings Associ-
ation— which proves something you hadn’t
thought of.

▼

Incidentally, Birk Binnard’s “Spotlight”
— the Stanley-Warner cue-sheet out of Phil-
adelphia headquarters, is well-edited and has
good make-up ideas which put the accent
on showmanship — as performed by show-
men in action. He says, editorially, “It
takes managers to run theatres !’’ And how
true that is.

Mike Dorso, manager of W’alter Reade’s
Community theatre, Kingston, N. Y., had
the full cooperation of the .\ir Reserve in
an equipment display for his lobby, as pro-
motion for “Strategic Air Command” — plus
the hearty approval of the American Legion.

Front page story in the Waco, Texas,
N cws-Tribune with a four-column photo-
graph, shows members of the Student Coun-
cil of local schools, signing up teen-agers
for their special Interstate circuit discount
cards, entitling them to as much as 50 per
cent reduction in ailmission prices, so long
as they are within the age bracket.

Arnold Kirsch, manager of the DeLuxe
theatre, one of the Five Boro circuit, in
the Bronx, had good contact with the U. S.
Marines in his exploitation of “Battle Cry”
— with a radio jeep, combat truck, machine
guns, bazookas for display purposes and
demonstrations of the Walkie-Talkie as bal-
lyhoo. An active recruiting office operated
in the theatre lobby.

▼

Norm Levinson has inaugurated a new
issue, “Leo’s Mid-West Info” — which is sort
of a young nephew of Loew’s Movie Memo,
without pictures. It packs a lot of punch
as selling approach for MGM pictures.

Sperie Perakos, general manager of
Perakos Theatres, New Britain, Conn., has
tied up with WKNB, local radio station, to
broadcast popular cowboy personality Tex
Pavel’s show from the Plainville Drive-In
every Monday and Lriday evening.

▼

Joe Miklos, manager of the Stanley
Warner Embassy theatre. New Britain,
Conn., promoted a full page cooperative
newspaper ad for his Davy Crockett Lash-
ion Show when he played “Son of Davy
Crockett.”

Lou Cohen, Loew’s Poll theatre, Hart-
ford, Conn., made sure his patrons were
aware that air conditioning had been re-
sumed in a newspaper piece which also
listed coming programs.

IVI. C. Glendy, manager of the Alger thea-
tre, La Salle, Ilk, sends a tear-sheet of ?
full-page ad which we’d like to reproduce
if we could give it the sjxice it needs to
display all the good points. He headlines
“War Declared — on Hot Weather, Gloom,
Worry” — with the big guns being upcom-
ing attractions at the Alger, headed with
“Battle Cry” and “Strategic .-kir Command.”

G. M. Westergren, assist;int general man-
ager for Basil Theatres in Buffalo, sends
in sample stunts thought of and carried
through by Harold C. Murphy, manager
of the Roxy theatre, and George Kraus,
manager of the Varsity.

John DiBenedetto, manager of Loew’s
Poll theatre, Worcester, Mass., created a
cardboard cut-out of Marilyn Monroe from
the 24-sheet poster on “Seven Year Itch”
— and then added a practical skirt, which
was kept blowing by a concealed fan.

Sid Kleper, manager of Loew’s College
theatre, discovered that New Haven sharp-
sters know a good deal when they see one.
He had a pretty girl on the street, selling
$1.00 bills at 90c each, and giving away
guest tickets for Columbia’s “5 Against
The House” and “Tight Spot” to the lucky
gamblers.

Louis Lutz, manager of the 6-Mile Up-
town theatre, Detroit, had a local tieup
with Kresgo stores for “Davy Crockett’’
and gave away fifty items in that famous
merchandising series, worth an average oi
$1.00 each, courtesy of the stores.

Famous Players-Canadian Corporation are celebrating their 35th anniversary across
Canada, and Michael King sends us this display from the Norwood theatre, Toronto, to
show how the circuit pin-points all its theatres on a map of the city, as simultaneous
showing in the neighborhoods and downtown, accenting the strong position of Famous
Players in local cinematographic affairs.

MANAGERS' ROUND TABLE SECTION. JULY 16. 1955

^eiiina

ina ^y^ppmaCi

NATIONAL POPULAR AUDIENCE
AWARDS POLL — Council of Motion Pic-
ture Organizations. A review and survey
based on the exhibitor's campaign press-
book, with working accessories available at
National Screen Service. The first truly
national poll of The Public's Choice — in five
categories: (I) the best motion picture of
the year, (2) the best performance by an
actor, (3) the best performance by an
actress, (4) the most promising new female
personality, and (5) the most promising new
male personality. In the past, "The Ten
Best Pictures" have always been the critic's
choice. The Academy Awards are the
choice of 12,000 qualified technicians in the
Hollywood studios. Now, the patrons of
your theatre will make their own choice.

•

There are no posters mentioned, and the
largest display piece is the 40x60 in two
styles. There is a fluorescent valance ban-
ner, and a fluorescent lobby streamer, both
listed at $7.50 each, and worth it. There
are ushers' lapel badges, at 40c each, which
can be used throughout the campaign, as
desired. The newspaper ad mats are in
generous assortment, tor size, shape and
style, with several large ones that could and
should have local sponsorship, on coopera-
tive ad pages. The newspaper ad repro-
duced here is available in three sizes,
4-column, 3-column and 2-column width.
The special composite, complete campaign
mat for small situations includes twelve ad
mats and slugs, ranging from 3-columns
wide down to program slugs and fillers.
Every theatre manager should have several
of these composite mats, plus an assort-
ment of larger sizes, for his campaign.

•

There are two trailers, one for advance
use and one for the voting period. There
are also TV slides and Telops, available
from Q. Q. Title Card Co., In New York.
The pressbook contains radio and news-
paper copy, for publicity and promotion
throughout the campaign. You are urged
to tie-in your local newspaper from the
very beginning, for this is a natural for
newspaper cooperation and sponsorship.
Local fan clubs and audience groups
should be solicited to take part and to cam-
paign with you for their favorites. Try for
editorials in your newspapers, and to do
this, you should have a real understanding
with your newspaper man, from start to
finish. The accumulative benefits of public
interest can be as profitable to him as it
v/III be for you. "Audience Awards Sweep-
stakes" — with local sponsorship — can give
prizes to members of your loyal audience,
for their selections. "Letters to the Editor"
should be encouraged, to stir up rivalry
end competition between leaders and run-

ners-up. Get your Mayor to seal the ballot
box In the lobby, and give it official sanc-
tion. "Inquiring Reporters" and "The Man
In the Street" representing a popular radio
or TV program, can give the contest tre-
mendous Impetus, in any community.

•

\/Vith the procedure for nominations, we
can't go along at all. The first ballot listed
72 pictures, 184 stars, for the exhibitor's
choice, and this ballot was to be sent to
Price, Waterhouse & Co., an Important firm
of certified public accountants, to be re-
ceived not later than July I Ith. The date
Is already past. About seven lawyers in
film business know Price, Waterhouse &
Co., but the average exhibitor will never
make this hurdle. On the first list for
nomination, only one out of eight names
on the first page would be likely to be
among the finalists. In other words, this
step In the process Is so complicated and
so unnecessary that it will tangle the whole
procedure. There will be a "token" vote,
a scattering of ballots, but nothing like
what is apparently expected. In such quan-
tity, so far ahead of time.

•

The Industry knows simpler ways of
establishing the nominations. The "Box
Office Champions" In Motion Picture
Herald, or "Film Buyers Rating" or cross-
sectional polls such as determine the best
box-office personalities In FAME, would
shorten and materially strengthen the
nominations. The public will eventually
vote for only five, but the public's ballot —
so it says here — Is to have twenty nomina-
tions In each category, or a total of 100 for
the public's choice. And that's many too
many for practical purposes. In our opin-
ion, this is the greatest weakness In the
Audience Poll plan — and It would have
been better for all concerned If the trade

press had been included in the scheme for
making nominations. We predict some
changes will be made in procedure, based
on experience in our first national poll.

•

The wise manager, the smart showman,
the good member of this Round Table, will
start now, work early to create interest,
develop the plan from week to week, build-
ing to a climax, and always with the co-
operation of local sponsors — and a friendly
newspaper. It is axiomatic in this business
that you can't start with too much If you
hope to build up. So avoid the kind of
procedure that will create a descending
curve of public Interest. Match your own
local poll and local prizes against the
national result, and work for your own
audience reaction, your own public's choice,
from the beginning. In that way, you will
build-up over six months to a blazing finish.

The price quoted for the Audience Poll
package at National Screen Service is $25
and that sounds like a lot. But it includes
the outright purchase of two trailers, and
the complete assortment of mats and ma-
terials. We though this price was high
when It was quoted by Texas COMPO in
their own "Oscar Race" last year, but Kyle
Rorex convinced us that it was really quite
a bargain, with plenty of good value, and
no profit except to the user.

Jackson, Miss., Shows
Another Movie Section

Norman Shavin, Sunday editor of the
Jackson, Miss., State Times, sends us a new
issue of “Cavalcade” — a special summertime
edition devoted to Jackson movie theatres,
and very well done, with 12 pages of good
promotional and informational material on
motion pictures, supported by local adver-
tising, some of it in two colors. They must
have “color on the press” — and it should be
on their front and title page, too. Color
flows more freely, when the process is
primed with liberal use.

It's the Windy City

E. L. Thorne, manager of the Criterion
theatre, in Oklahoma City, used a 40-foot
blow-up of Marilyn Monroe being blown by
the breeze from below, in “Seven Year
Itch” — the one they had on Broadwax' was
blown off the Main Stem by the autliorities.

LOOKING FOR
SOMEONE TO
MAKE YOUR

SPECIAL
TRAILE

GOOD

Then Try

ILMACK

< You'll Be Glad You Did )

MOTION PICTURE HERALD, JULY 16, 1955

RULES OF THE

WEEKLY REPORT

supplementing the
monthly department

QUIGLEY

AWARDS

CTWO Grand Award plaques will be
awarded annually to the two theatre
managers or theatre publicity men whose
exploitation and promotion campaigns are
adjudged best throughout the year, one in
smaller situations, where the manager is
"on his own" — the other in larger cities,
where there may be circuit cooperation.

Every three months a committee of
judges will appraise the campaigns sub-
mitted by contestants during the preced-
ing quarter period and select two show-
men to receive the Quarterly Awards for
outstanding achievement. The next seven
best will receive Scrolls of Honor. Cita-
tions of Merit will be awarded to forty
theatre men whose work is outstanding.

Consistency of effort is of paramount
importance. Single submissions are less
likely to win awards, which are made on
the premise of sustained effort, but these
may have news value in the Round Table.

No fancy entries are necessary. Costly
and time-wasting "gingerbread" decora-
tion are not encouraged.

In addition to exploitation on feature
pictures, entries may be made on short
subjects, serials, stage shows, or institu-
tional and civic promotions.

Evidence proving authenticity of each
entry should be submitted, such as photos,
tear sheets, programs, heralds, etc.

The Round Table cannot undertake to
prepare campaign books for submission to
the judges from materia! sent In without
assembly at the source.

The Quigley Awards make no distinc-
tion for size of theatre or community except
the two classifications above. The judges
make full allowance for individual show-
manship displayed by comparing budgets,
newspaper facilities and assistance from
distributing companies.

In addition to the awards mentioned,
special Certificates of Merit will be
awarded quarterly and annually to show-
men from outside the United States and
Canada. The campaigns submitted by the-
atre men abroad which are deemed of
special merit shall be included in the annual
competition.

Address all entries to:

QUIGLEY AWARDS COMMITTEE
MANAGERS’ ROUND TABLE
1270 Sixth Avenue, New York 20, N. Y.

Dime Baris 11%

o£ Candy Sales

•

The ten-cent candy bar now accounts lor
11% of the total candy sales of American
confectionery manufacturers and 23% of the
total bar goods volume. The present status
of the dime bar was thus analyzed accord-
ing to the most recent statistical data avail-
able, by the trade publication Candy Indus-
try and reported in a recent issue.

The market for the dime bar is big and
growing steadily, the report noted, with total
sales at the wholesale level for 1954 amount-
ing to $107,810,200. This figure represents
a “volume business that is in excess of the
entire yearly output of the industry’s three
giants — E. J. Brach, Mars and Peter Paul
— and then some," it was stated in the maga-
zine’s report.

The rise of the dime bar to a figure of
11% of the industry’s total volume makes
it the second largest classification of candy
sold — second only to nickel bars, which are

35% of total sales. Other types are as fol-
lows: five and ten-cent specialties (other
than bar goods), 10%; under 50c items,
10% ; 50c to 99c items, 8% ; fancy packages,
7%; penny goods, 7% and bulk and mis-
cellaneous, 2%.

The report also noted that while sales
increases were recorded in practically all
outlets, a slight decline occurred in the
theatre market last year.

New Korday Candies Head

Hy Becker has been elected president of
Korday Candies, Inc., Brooklyn, N. Y., by
the board of directors of Bonomo’s-Korday
Candies, according to an announcement by
Victor A. Bonomo, president of the Gold
Medal Candy Corporation, Brooklyn. Mr.
Becker will also continue as executive vice-
president for the Gold Medal firm, it was
stated. In addition Mrs. Samuel D. Fried,
who had succeeded her late husband as
president, has been elected chairman of the
board of Korday.

"FEMININE TOUCH" FOR MOTHER’S DAY DISPLAY

This colorful snack bar display for Mother's Day at the Strand theatre in Brandon, Manitoba, has a
definite "feminine touch," evidence of the hand of Miss P. E. Treleaven, manager of the Famous
Players' theatre. In keeping with the spring season, flowers are spotted about, and special copy on
the back-bar sign reads as follows: "Be sure to remember Mother's Day. Treat mother to a show on
this special day and be sure to stop at our candy bar, as you know how mother likes candy."

MANAGERS' ROUND TABLE SECTION, JULY 16, 1955

CLASSIFIED ADVERTISING

Fifteen cents per word, money-order or check with copy. Count Initials, box number and address. Minimum insertion $ 1 .50. Four
Insertions for the price of three. Contract rates on application. No border or cuts. Forms close Mondays at 5 P.M. Publisher
reserves the right to reject any copy. Film and trailer advertising not accepted. Classified advertising not subject to agency
commission. Address copy and checks: MOTION PICTURE HERALD, Classified Dept., Rockefeller Center, New York (20)

HELP WANTED

WAXTKI). MANAGERS AND ASSISTANTS. EX-
per enc<.d. for Xew York City circuit theatres. Reply
jrivinfi: full resume, salary rcnuirements. etc. HOX
2Sb2. MOTION PR'TURK' IIERATvI).

THEATRE MAXAC.ER^E'OR XOR'fHERX XEW
Jersey drive-in theatre circuit. Reply ffivinjr full
resume, salarv requirements. lU^X 286J. MOTION
PICTURE HERALD.

AMHITiOUS ASST. MAXAt.ER FOR KEY THE
atre. Giye full details first reply to Armstrong; C'ircuit
Inc.. BOX 220, Bowling Green, Ohio.

SERVICES

WINDOW CARDS. PROGRAMS. HERALDS,
photo-offset printing. CATO SHOW PRINTING CO.,
Cato, N. Y.

OFFSET MOVIE PROGRAMS. LOW PRICES.
Write for Samples. BRONX ART PRESS, 582 Cort-
land Ave.. New York City 51.

PHOTO-OFFSET PROGRAMS. WINIXJW CARDS,
three sheets. .Serving motion picture theatres 25
years. FILMLAND PRESS, .T58 W. 44th St., New
York City. Phone: Circle 6-8875.

SEATING

VACATING OUR IRVINGTON. N. J. WARE-
house. All chairs sacrificed — prices start at $2.95.
S. O. S. CINEMA SUPPLY CORP.. 602 W. 52nd St.,
New York 19.

NEW EQUIPMENT

VALUE UNSURPASSED! METALLIC SCREENS,
invisible seams, 75c sq. ft.; Beaded Screens 15'6" x
20'0", $75. All sires projection lenses at lowest prices.
S. O. S. ONEMA SUPPLY CORP., 602 W. 52nd
St.. New York 19.

NEW SURPLUS HOLMES PARTS: EE14070

vertical drive shaft w/5 gears. 5 ball bearings $9.75;
Intermittent Movements (less flywheels) $49, pair;
Starwheel-sprocket assembly $10 each; lOOOW
T-20-C-13 Mogul Pref. Lamps $25 dozen ($3.95 each).
S. O. S. CINEMA SUPPLY CORP., 602 W. 52ml
St.. New York 19.

SEND PROJECTION THROW-SCREEN SIZE,
we’ll compute your CinemaScope requirements free.
Combination pair Cinematic IV adjustable anamorphic
lenses and pair Snaplite Series II prime projection
lenses, all for $595. Buy on time with $200 down.
S. O. .S. CINEMA SUPPLY CORP., 602 W. 52nd St..
New York 19.

DRIVE-IN EQUIPMENT

PAY $200 DOWN-PLAY aNEMASCOPE! QNE-
matic IV adjustable prismatic Anamorphic Lenses plus
.Snaplite Series II prime lenses, all for $595. Available
on time. S. O. S. CINEMA SUPPLY CORP.. 602 W.
52nd, New York 19.

STUDIO EQUIPMENT

ART REEVES 35MM RECORDING OUTFIT,
$5,000 value — $495.00; Eastman Developing Machines,
$295.00; Mitchell tripod freehead, $375.00; Moviola
35mm composite sound/picture $495.00; Escalator
Tripod for heaviest TV or Movie Cameras on 3-wheel
dolly, $295.00; Motorized Dolly with 2 seats, takes
heaviest cameras, $195.00; Rolling Stand multiple
floodlights holding 12 bulbs, $180.00 value, now $29.50.
S. O. S. CINEMA SUPPLY CORP., 602 W. 52nd St.,
New York 19.

BOOKS

MOTION PICTURE AND TELEVISION ALMA-
nac — the big book about your business— 1955 edition.
Contains over 12,000 biographies of important motion
picture personalities. Also all industry statistics.
Complete listings of feature pictures 1944 to date. Order
your copy today, $5.00 postage included. Send remit-
tance to QUIGLEY BOOKSHOP, 1270 Sixth Avenue,
New York 20. N. Y.

RICHARDSON’S BLUEBOOK OF PROJECmON
New 8th Edition. Revised to deal with the latest tech-
nical developments in motion picture projection and
sound, and reorganized to facilitate study and refer-
ence. Includes a practical discussion of Television
especially prepared for the instruction of theatre pro-
jectionists, and of new techniques for advancement of
the art of the motion picture. The standard textbook
on motion picture projection and sound reproduction.
Invaluable to beginner and expert. Best seller since
1911. 662 pages, cloth bound, $7.25 postpaid. (JUIGLEY
BOOKSHOP. 1270 Sixth Avenue. New York 20, N. Y.

THEATRES

FOR SALE. DUE TO HEALTH. MODERN
drive-in. Long established, in central Alabama
Heavily populated. Excellent location. \Vide-Screen,
CinemaScope. modern snack bar, playground. Will
sacrifice. Must see to appreciate. Apply to BON
286-1, MOTIO'.N PICTITRE HEBALD.

FOR RENT SEVEBAL THEATBES. MUST BE
family opeiated, projection included. -\lso neces.sary
ibat applicant have car, $200 cash and good references
FBED T. .McLendon. Union Springs, Ala.

THEATBE WANTED— 60 MILE BADIUS NEW
York City — Small town preferred. BOX 2865, MO-
TION PICTUBE HEBALl).

Webb to l^ly
A^cross tJ.S.

M^or

Jack \Vel)l), director and star of Warner
Brothers’ fortlicoininjc “Pete Kelly’s Blues,"
will take off from Hollywood July 27 in a
specially fitted United Air Lines Convair for
a month-long promotional tour covering 30
major cities in the United States and several
principal cities of Canada.

The kickoff of the tour, which will cover
more than 12,000 miles, will he in San
-\ntonio, Texas, July 27, and will end in
.San Francisco Sejitemher 1. Mr. Webb will
he accompanictl by his wife; Richard Breen,
whf» wrote the screenjilay for “Pete Kelly’s
Blues," and other aides, all of whom will
virtually live in the jilane during fhe tour.

According to Mr. Wehh ; "We plan to
sjjend every moment not utilized in actual
ap[)earanccs traveling to the next oj'cning.
I believe an actor should meet the peojile
who buy theatre tickets, and we are making
this trip to greet the nation’s fans face-to-
face.” 'J'lie jneture also stars Janet Ix’igh,
Ifflmond O'Brien and Peggy Lee.

Connecticut MPTO
Golf Tourney July 26

HARTFORD : The MPTO of Connecticut
will hold its annual golf tournament at the
Kacebrook Country Club, Orange, Tuesday,
July 26, with Harry Feinstein, zone man-
ager, Stanley-Warner Theatres, and George
H. Wilkinson, Jr., president of the state-
wide organization, as co-chairmen. The
tariff for the day, including lunch, golf and
dinner, will be $12.50. Checks may be ad-
dressed to Samuel W’eber, treasurer, at 30
Prout St., New Haven. The co-chairmen
advise : "VV’e shall have the customary

abundance of prizes for golfers and for
non-golfers. Let’s get together for the day
and have fun !’’

Legion Approves I I of
I 3 New Productions

The National Legion of Decency this
week reviewed 13 jiictures, putting two in
Class A, Section 1, morally unohjectionahlc
for general patronage; nine in Class A, Sec-
tion 11, morally unohjectionahlc for adults,
and two in Class B, morally ohjcctlonahlc
in part for all. In Section 1 are "Bring
Your Smile Along’’ and "Francis in the
Navy.” In Section II are "Double Jeopar-
dy,” "Hou.se of Bamboo,” “Kiss of Fire,”

“The Prisoner,” “The Seven Little Foys. ’
“Sins of Pompeii,” “Ulysses,” “Wakamha”
and "You’re Never Too Young.” In Class
B are “Killer’s Kiss” because of "low moral
tone; suggestive sequences; excessive bru-
tality’’ and “Naked Amazon” because “this
him is a pseudo-documentary purporting to
record native life and customs. It contain>
material which is sensationally and mere-
triciously iiresented.” The Legion also
changed the classification of two pictures
from C to B, noting that sufficient revisions
had been made to warrant the change. They
are “Lover Boy’’ (formerly known a>
“Lovers, Happy Lovers”) and “They Were
So Young — And So in Danger" ( formerly
known as “They Were So Young”).

Government's 16mm.

Suit to Start Sept. 20

HOLLYJrOOD: The trial date of the
Government’s 16mm. suit against 12 com-
panies, originally set for Sept. 6 before
Federal Judge Harry C. Westover. Monday
was put over to Sept. 20 and to h'ederal
Judge Leon M. Yankwich. Judge M'estover,
who has had virtually all the him industry
cases assigned to him during the past year,
cx])laincd he was setting the 16mm. ca.se
over to Judge Yankwich due to his own
calendar licing extremely full for October.

MOTION PICTURE HERALD, JULY 16, 1955

I^otr Television is to have

its own ALMANAC

WHY everybody in or connected with Television needs
this reference book ....

Wherever motion pictures are produced,
distributed, exhibited, or written about, the
ALMANAC has a standing that is unique.
It is unquestionably the standard reference

ron "Who", "What", "Where" throughout
the motion picture industry.

4 Fifteen years ago the ALMANAC began
including a Television section. By 1952 that
section had so grown in importance that
the name of the book became "Motion
Picture and Television ALMANAC." Many
suggestions from enthusiastic subscribers —
followed by a survey to determine the ex-
tent to which the TV field was being served
in a practicable manner — made this fact
clear: The Television industry needs
and Hants a complete TV ALMAJSAC
— a book to answer all its factual questions
in the thoroughly reliable and easy-to-find
manner which made the ALMANAC so
widely preferred in the motion picture field.

Ykumb-ihilexed in IS

TURN TO ANY SECTION IN SECONDS, TO
FIND WHO, WHAT, WHERE, WHEN — THE
FACTS YOU ARE ALWAYS NEEDING, such as:

(I) WHO’S WHO — not a mere list of a few dozen
names — over 300 pages of biographies, alphabeti-
cally arranged— the industry’s ONLY real “Who’s
Who’’: (2) PRODUCERS and DISTRIBUTORS
—of everything for TV time; (3) PROGRAMS—

I an A to Z list of all shows nationally available,

* with all pertinent information, also typical week’s
programs of each of the networks; (4) SERVICES
4 & EQUIPMENT — all types of services for TV
production, includ.ng film and music libraries,
laboratories, studio equipment, etc.; (5) CORPS. —
corporate structure and executive personnel of the
companies in or related to TV; (6) MOTION
PICTURES — list of over 4,000 features from Jan-
uary, 1944 to now, with factual data; (7) TV STA-
TIONS—full listings, with data; (8) AGENCIES
& STATION REPS— full listings, with data and TV
execs., (9) STATISTICS — many up-to-date facts
and figures of the needed kinds, plus highlight-
review of the year; (10) CODES— with full text of
TV Code and background data; (II) AWARDS—
lists of winning shows and performers covering sev-
eral years; (12) ORGAN IZATIONS— national and
regional, with officers, etc.; (13) CANADA— com-
plete breakdown of TV in Dominion; (14) GREAT
BRITAIN breakdown of TV data, commercial
and non-commercial; (15) WORLD MARKET—
the listings and status, country-by-country. Also:
PRESS listings, RADIO information and a mine
of other reliable data — all up-to-date and cross-
indexed.

The reasons are twofold: (1) It provides
decidedly useful and valuable informa-
tion which is NOT TO BE FOUND ELSEWHERE.
(For example, the “Who’s Who” section
of over 11,000 concise biographies of
executives, producers, directors, writers,
performers, etc., covering television, mo-
tion pictures, and radio;) (2) It is thumb-
indexed in 15 organized sections, with the
first page of each section setting forth each
category of the section and its page num-
ber, Instead of guessing and searching.

you find the information you want quickly
and very easily.

This book will speak for itself more con-
vincingly than any description that could
be written for it. If you are tvilling to part
with it within tivo weeks after you get it,
just send it back for a full refund.

Th's Edition is limited to 10,000 copies.
Orders prior to this announcement exceed
the advance sale of any book in the 40-year
history of this company. To make sure of
YOUR copy, order now!

1956

WlMTIOlUl

Teievisiof)

almanac

QUIGLEY PUBLISHING COMPANY, INC.

1270 Sixth Avenue • New York 20, N. Y.

Please reserve for me a copy of the next edition of:

□ MOTION PICTURE ALMANAC ($.5)

□ TELEVISION ALMANAC (S5l

□ Companion Set of the two ALMANACS ($8.50)

I prices include packing and postage )

Q Payment herewith
Q Bill me when shipped

Date of this reservation

Name

Address

Edited by CHARLES S. AARONSON

MAIN TITLES BY NSS!

SensationsI main, credit and end title treatment pro-
duced by National Screen Service for tbe great 20th
Century- Fox Cinemascope hit in De Luxe Color brings
these unusual, first time trade comments:

National Screen expresses its admiration to Saul Bass, distinguished artist-
designer who created the original idea for the titles for “THE SEVEN YEAR ITCH"
and also for “CARMEN JONES", another NSS title production.

mmomu

Ct€£/l SCRVICE

pnuf BnBY Of THf mOUSTBY

e 0*Neils or

eneral Tire

AREWELL

AN EDITORIAL BT
MARTIN QUIGLEY

HOW TO BE VERY VERY'H'

teMCK. THE
iOM. THE

lt79.

HORSE SENSE!

M-G-M’s emphasis on pay-off showmanship, as
evidenced with "Blackboard Jungle,” "Interrupted
Melody” and "Love Me Or Leave Me” is more
potent than ever as "THE COBWEB” campaigns roll
up fine grosses. It’s a tribute to the promotional skill
of America’s showmen to see the scope and ingenuity
of the advertising.

It's time to mail your Audience Awards nominations

ROCK!

REMEMBER M-G-M'S
''BLACKBOARD JUNGLE” !
j WELL, THEY HAVE TAKEN
THE DARE AGAIN. EXCEPT
THIS TIME THEY BRING
YOU ANOTHER DARING
PICTURE — OF TEEN-
AGERS' ROMANTIC PROB-
LEMS — AND OF THE
DOCTOR'S WIFE WHO
WANTED TO BE LOVED
. . . PREFERABLY BY HIM !

IT’S POWERFUL!!
IT’S FRANK!!
IT’S BIG!!

and introducing

JOHN KERR

SUSAN SmSBERG

with

OSCAR LEVANT
TOMMY RETTIG

M-G-M presents in COLOR

and CinemaScoPE

RICHARD WIDMARK
LAUREN BACALL
CHARLES BOYER
GLORIA GRAKAME
LILLIAN GISH

“THE

C0BTVEB

Scr^nPlayby JOHN PAXTON

Additional Dialogue by William Gibson
From the Novel by William Gibson
Photographed in EASTMAN COLOR

Directed by VINCENTE MINNELLI
Produced by JOHN HOUSEMAN

IVEXT

LIBERTY THEATRE

Portland’s campaign
is up-to-the-minute
with excitement!

THERE’S COIN IN
M-G-M’s “COBWEB”

MEMPHIS

Tops even *Tove Me Or Leave Me.” Equals New Year’s biz
of ”Deep In My Heart.”

BALTIMORE

Wonderful extended run engagement.

WASHINGTON, D. C.

Tops all M-G-M pictures of recent years except
''Blackboard Jungle.”

PITTSBURGH

Manager happily reports best biz in a long, long time.

PORTLAND, ORE.

Best M-G-M biz in past year except "Blackboard Jungle.”

(Available in Magnetic Stereophonic, Perspecta Stereophonic or 1-Channel Sound)

Warner Bros, held a
sneak preview last week.
We wish every exhibitor
could have been there.

It was a hats-off occasion.
The picture was

“The McConnell Story.”

It is a pictu

You’ll be hearing
a lot about it.

(

)

NLADD AND June Allyson

The true
and warming
story of
Capt. Joe McConnell
who became
America’s
first Triple Jet Ace
--and the
beautiful
bundle of
courage
called ‘Butch’,
who became
his wife.

-UL STORY...

• WarnerColor • Stereophonic Sound

.,n=JAMES WHITMORE

ALSO STAR

SCREEN PLAY BY TED SHERDEMAN and SAM ROLFE • Music by Max Steiner

PRODUCED BY HENRY BLANKE • DIRECTED BY GORDON DOUGLAS

iRtMINDER FROM COMPO: DID YOU MAIL YOUR NOMINATIONS FOR AUDIENCE AWARDS?

On/y life itself
could write it so real.
Only WARNER BROS.,
makers of 'Battle Cry ’,
could make it
so thrilling!

"HowIbBe

Very.Wtsc^

Popular

AVAILABLE

NOW!

Plant it with
disc jockeys! j
Play it in your M
lobby or at M
intermissions H
and candy ■
breaks! m

Centoct:

press Book Editor,

20th Century-Fox ^
444 W. 56 St.
N.Y. 19, N. Y,

\easure to do business with 20th!”

recording of

HOW TO BE VERY
VERY POPULAR''

Lyric by Sammy Cohn
. Music by Jule Styne t

MOTION PICTURE HERALD

MARTIN QUIGLEY, JR., Editor

July 23, 1955

MARTIN QUIGLEY, Editor-w-Chief and Publisher

Vol. 200, No. 4

HAIL AND FAREWELL!

The entry of the O'Neil interests into the motion picture
industry through the acquisition from Howard Hughes of
the properties and facilities which constitute RKO Radio
Pictures is a development of major significance — an event that
may well be viewed with gratification by both the business of
motion pictures and the public at large.

The O'Neil interests bring to the industry a measure of char-
acter, intelligence and experience that will have a deep and far-
reaching effect. They bring a sense of public and private re-
sponsibility that will enhance and embellish the Industry. Their
arrival should be accorded a solid and hearty welcome.

It is well known that the O'Neils were primarily attracted to
RKO Radio Pictures as a source of library material, consisting
of older pictures, which could immediately be made available
for purposes of programs for the extensive television facilities
which they operate. Less well known is the tact that they have
equally been attracted by the prospects of rehabilitation of a
ranking major film company out of what has long been the
neglected and semi-dormant film interest under the capricious
control of Howard Hughes.

Theatre owners who have been feeling the pinch of a product
shortage should be jubilant — but their jubilation should be tem-
pered with a sharp realization that if the O'Neils are to be

encouraged to produce and distribute for theatrical exhibition
it will be up to exhibitors to afford a good and profitable mar-
ket. The General Tire and Rubber Company, the parent com-
pany of the O'Neil interests, has applied a policy of wide
diversification in investment and operation. It is logical to
assume that they can be encouraged to go a long distance in
producing and distributing pictures tor the theatres provided
that they meet with the requisite demand.

WITH the consummation of the RKO Radio Pictures sale,
it is to be presumed that a finis has been written to the
motion picture career of Howard Hughes, at least as a
major Industry factor. Mr. Hughes' retirement from the scene
will occasion few regrets, not because he lacks any of the re-
quired attributes and qualifications for success in the industry,
but due to persistent wilfulness and caprice he constantly
defeated the objectives which he was presumed to be seeking.
His frequent disregard of both the causes of the Industry and of
public opinion has at times been a burdensome handicap. It
is, however, the spirit of the industry that he will leave with
many good wishes for the attainment of his objectives in what-
ever undertakings he chooses to direct his indubitable genius.

To his successors a hearty welcome and best wishes for the
realization of the great possibilities which are theirs to gain
through the great medium which Is now in their custody!

— Martin Quigley

Timely Warning

Edward LIDER, president of Independent Ex-
hibitors of New England, recently reminded
exhibitors of their responsibilities about control-
ling what goes on their screens. He said, “A city has
the right to stop the exhibition of any motion picture
classed as indecent. This is a proper exercise of the so-
called police power by government. . . . We caution
exhibitors to stay away from doubtful films which may
offend patrons or those who could arouse public
opinion. . . .” Mr. Eider’s advice is sound not only for
Massachusetts where the Sunday censoring law was
recently declared unconstitutional but everywhere in the
country.

■ ■ ■

Expanding World Market

A FLYING trip to Europe last month gives visual
documentation to what was already evident from
reports in recent years : The day is fast approach-
ing when the total amount earned by American film
companies abroad will be greater than the amount
earned in the domestic market of the United States and
Canada. The only thing that can delay for long this
eventuality is a serious military or economic dislocation.

The motion picture industry is destined to become the
first major American industry to be more dependent
on the export than on the home market. This outlook
means that the American industry must give increasing
attention to long range operations abroad. If the mo-
tion picture needs of the hundreds of millions of weekly
theatre patrons abroad are neglected to satisfy only the
requirements of patrons in America, dominance in the
rich foreign market will pass to those producers — be they
British, German, Italian or French — or even Japanese or
Indian — who will carefully and diligently cultivate the
world markets.

COMPO Star Poll

TN order to make the COMPO star poll as effective
an instrument as possible exhibitors should coop-
erate as requested. Robert W. Coyne, COMPO ex-
ecutive counsel, has pointed out that exhibitors who have
cooperated thus far must stand ready to assist in the next
phase of the polling. The ultimate aim is to encourage
the development of new stars as well as to give added
recognition to performers and producers. The first
nominees who will stand up for national election in the
poll will be announced next Wednesday at a luncheon
in Hollywood. Final balloting will be November 17-27.

MOTION PICTURE HERALD

oCettef’6 to tLe ^.J^eraicl

Make It Courtesy

To THE Editor;

The industry’s ubiquitous cry today is :
"Let’s get back to showmanship”, a valid
request, not only for showmanship dealing
with exploitation of product, but that touch-
ing concomitant factors of comfort and serv-
ice in the theatre itself.

Exhibitors strive constantly to improve
the physical aspect of their theatres with
new seating innovations and projection tech-
niques, yet remain remiss in regard to im-
proved techniques of patron service by mem-
bers of their staffs.

You may recall the unmatchable service
standards of the old Publix Paramount days,
when intensified staff training was manda-
tory, standards since undermined by chang-
ing conditions. Also responsible to a great
degree for the slack-off of service was the
retrenchment period after the lush days of
the war, when necessary curtailment of ex-
penditures forced a manager to operate with
six ushers where formerly he utilized a
dozen. It was inevitable that service would
be impaired.

Despite today’s upswing in business, serv-
ice has not returned to its previous niche.
The essence, the pride and spirit that moti-
vated a crack staff is noticeably absent, even
in the top Broadway houses.

The greatest shortcoming is inadequate
courtesy. I have seen that evidenced by
cashiers, doormen and ushers in large and
small theatres, in Xew York City and other
parts of the country : brusque answers, ob-
vious impatience when asked too many ques-
tions, and primarily, a lack of informality
and warmth.

However well versed in their duties staff
members may be, invariably they become
automatons when dealing directly with a
patron, their manner lacking the necessary
degree of friendliness, acting instead as if
a void existed between the two.

I would like to see the point reached
where cashiers, doormen, and ushers alike,
inject into their patron relations, the cor-
diality, enthusiasm and underlying patience
that airline personnel exhibit when dealing
with passengers. That is the epitome of
service. When that is attained, we may
view our staffs with a degree of com-
placency.

Innumerable houses have well-trained and
courteous staffs; it is the over-all picture
which reflects a need for inculcating the per-
sonnel with more than fundamental train-
ing. We must imbue them with the thought
that they are hosts, and must infuse a con-
sistent warmth and personality in every
patron contact.

That extra bit of attention bestowed on
a patron may offset a disgruntled attitude
after seeing a poor show, or being subjected
to a price increase at the box office. It may

MANAGERS ROUND TABLE
DRAWS WORDS OF PRAISE

That Walter Brooks' Managers'
Round Table is as popular abroad as
It is here is underscored in three
letters at hand this week.

E. F. Lane, director of advertising
and publicity for Greater Union
Theatres, Sydney, Australia, writes:
''Once again I would like to express
my appreciation of your articles,
which are always sound, and contain a
good deal of philosophy. Carry on the
good work.''

From Leeds, England, E. F. Johnson,
of Associated Tower Cinemas, Ltd.,
writes: "You can rest assured that I
read all the promotional items in The
HERALD . . . they give us ideas from
which we can start v/orking on our
own type of campaign."

G. S. Lomas, manager of the Plaza
Cinema, Gloucester, England, says
simply: "I treasure my membership in
the Round Table."

sway him to continue attending your theatre
instead of seeing the same show at an oppo-
sition house.

People rave about service on a ship or
plane; how many rave about service in a
theatre? If not enough, then the fault is
ours. It is incumbent upon us to maintain
the highest possible standards; that is show-
manship too.

It means dispensing with the myopic at-
titude adhered to by many exhibitors to-
wards the true potential of a thoroughly
indoctrinated staff. Whether it requires the
implementing of a differently conceived
training program with the inclusion of
visual aid shorts, or the expansion of the
staff budget to effectuate the program, the
ultimate result will justify the move.

The Plollywood scene is booming again ;
but the greater percentage of films pro-
duced are slated for TV, a better quality
than the previous year. The entertainment
field is becoming increasingly competitive.
We cannot rely solely on our product to
bring the public in ; that must be supple-
mented by us in clean, confortable theatres
. . . and service ! — MELVIN ARONSON ,
Mgr., Kingszvay Theatre, Brooklyn, New
York.

[Mr. AroiKwii’s vigorously expressed views
on courtesy as an essential element of show-
manship have been a matter of editorial
policy in The HERALD and in our Man-
agers Round Table section for many years.
Other managers are invited to comment on
its value. — The Editor^

July 23, 1955

Page

ITALY'S co-production important —
by Martin Quigley, Jr. 12

RKC RADIC faces brighter future
with sale to the C'Neils 13

ALLIED board mapping strategy at

board meeting in Washington 16

ADMISSICNSin 1954 $1,275,000,000
Commerce unit says 17

STANLEY WARNER reports net
profit of $2,222,000 in 39 weeks 17

UNITED ARTISTS Far Eastern grosses
far ahead, Tokyo meeting told 18

QUEBEC theatre group cements link
with TCA in U.S. 18

DAVIS named head of Producers
Association in Britain 20

MPA rejects proposal to sponsor
Academy nominations, awards 22

REDS in East Germany block show-
ing of top West German films 28

AUDIENCE Awards nominees will be
named on coast next week 28

CENSCR in Memphis active again,
bans two more films 33

SERVICE DEPARTMENTS

Refreshment Merchandising 32

Film Buyers' Rating 3rd Cover

Hollywood Scene 22

Managers' Round Table 29

National Spotlight 24

People in the News 28

The Winners Circle 33

IN PRODUCT DIGEST SECTION

Showmen's Reviews 521

What the Picture Did tor Me 523

The Release Chart 524

Release Chart by Companies 529

MOTION PICTURE HERALD, published every Saturday by
Quigley Publishing Company, Inc., Rockefeller Center,
New York City 20. Telephone Circle 7-3100; Cable address,
"Quigpubco, New York", Martin Quigley, President;
Martin Quigley, Jr., Vice-President; Theo. J. Sullivan,
Vice-President and Treasurer; Raymond Levy, Vice-Presi-
dent; Leo J. Brady, Secretary; Martin Quigley, Jr., Editor;
James D. Ivers, News Editor; Chorles S. Aaronson, Produc-
tion Editor; Floyd E. Stone, Photo Editor; Ray Gallagher,
Advertising Manager; Gus H. Fausel, Production Manoger.
Bureaus: Hollywood, Samuel D. Berns, Manager; William
R. Weaver, editor, Yucca-Vine Building, Telephone Holly-
wood 7-2145; Chicago. 120 So. LaSalle St., Urben Farley,
advertising representotive. Telephone Financial 6-3074:
Washington, J. A. Often, Notional Press Club; London,
Hope Williams Burnup. manager, Peter Burnup, editor, 4
Golden Square. Correspondents in the principal capitals
of the world. Member Audit Bureau of Circulations. Other
Quigley Publications: Better Theatres and Better Refresh-
ment Merchandising, each published thirteen times a year
as a section of Motion Picture Herald; Motion Picture
Doily, Motion Picture and Television Almonac, Fome.

MOTION PICTURE HERALD, JULY 23, 1955

On the OJi

orizon

RETIRED

Louis B. Mayer is through with
pictures; he says so himself.
The former MGM executive, now
in London meeting with "old
friends," this week put himself
on record against the repeti-
tious rumors he again will be a
major factor in the industry. He
and Clarence Brown, with whom he
traveled, both reiterated they
had retired, and Mr. Mayer de-
nied he had any interest or had
bought Agatha Christie’s "Wit-
ness for the Prosecution", a
Broadway play. He said his only
interest in films now is as a
stockholder in MGM and chairman
of Cinerama, and that he hadn't
seen a picture in 18 months. He
has other interests, he said,
such as oil wells, uranium, and
horses.

APPOINTMENT

Thomas F. O'Neil, president of
the General Teleradio, making
news this week with the purchase
of RKO Radio from Howard Hughes,
announced late Wednesday the ap-
pointment of Charles L. Glett,
most recently a CBS vice-presi-
dent and an old film man, to the
General Teleradio executive
staff in Hollywood. It is ex-
pected Mr. Glett will assume a
high production post at the RKO
studios. For further details on
Mr. O'Neil's giant purchase, see
page 13.

PLUGS

With NBC's George Gobel and
Steve Allen spending their sum-
mers making theatrical motion
pictures in Hollywood — "The
Lady Eve" and "The Benny Good-
man Story" respectively — and
destined to spend a good part of
their winters plugging them on
NBC's air, what's to worry about
if TV gets bigger and bigger?

COLOR ADS

Phil Breem, director of ad-
vertising for the Newspaper
Printing Corporation, Nash-
ville, is pushing the use of
color in newspaper theatre ad-
vertising. Newspapers, says Mr.
Breem, now can offer their ad-
vertisers the use of an addi-
tional one to three colors — not

TOLL TELEVISION IS
WRONG, SAYS SKOURAS

LONDON: Toll television is "altogether
wrong," Spyros Skouras told reporters here
Wednesday. "The proposed schemes would
bring chaos again to the film business and
deliver a body blow to the box office,"
the 20th Century-Fox president said. "Pay
television will impede the progress of the
industry toward better pictures," Mr. Skou-
ras continued. Denying that he was op-
posed to television as such, he said, "We
are twin industries and each has its own
field. Don't let us cravenly sell out." Mr.
Skouras gave his views in answer to a ques-
tion about the recent controversy between
David Sarnoff, chairman of RCA, and
Barney Balaban, president of Paramount,
during which Mr. Balaban said that toll
television was "inevitable."

just "spot" color, but full,
process treatment in quality
approaching color inserts in
magazines. Color television ad-
vertising is on the way and
newspapers are going to meet the
competition. Mr. Breem is won-
dering just how long exhibitors
can afford not to use it.

HELP WANTED

Existing skilled help for film
laboratories is "just about used
up" by the demand created in
television and the enlarged
field of color film, Herbert R.
Pilzer, president of Circle Film
Laboratories, New York, de-
clared last week. Mr. Pilzer
suggested an industry-wide plan
to acquaint youngsters in the
film business with the "advan-
tages of laboratory work".

STANDARD

This may not interfere with
the American genius for experi-
mentation, but another organi-
zation of scientic stature has
asked for standardization of as-
pect ratio. The International
Standards Organization, meeting
in Stockholm, plumped for 1.8
to 1. It also proposed standard
prints to have two magnetic and
one optical sound track.

William R. Weaver-J. A. Otten-
Vincent Canby-Floyd Stone

WHEN AND WHERE

July 25: Annual golf tournament of the

Variety Club of Indianapolis, Broadmoor
Country Club, Indianapolis.

July 26: A nnual golf tournament of the

Motion Picture Theatre Owners of Con-
necticut, Racebrook Country Club,
Orange, Conn.

August 15-20: Audience Collection Week
to benefit Will Rogers Memorial Hos-
pital and Research Laboratories.

August 26: Annual golf tournament and

dinner dance of the Variety Club of
Washington, D. C., Manor Country Club,
Norbeck, Maryland.

September 9: Deadline for the filing with
the Federal Communications Commission
of answering comments on toll television
briefs, Washington, D. C.

September 19: Annual stag outing of the
Motion Picture Association of Kansas
City, Mo., Hlllcrest Country Club, Kan-
sas City.

September 30-October 2: Second annual
convention of the Women of the Motion
Picture Industry, New’CrIeans.

Cctober 3-7: Seventy-eighth semi-annual

convention of the Society of Motion Pic-
ture and Television Engineers, Lake ■
Placid, New York. I

October 6-9: Annual convention of Theatre
Owners of America, Biltmore Hotel,

Los Angeles.

October 26: Annual convention of the
Motion Picture Theatres Association of
Ontario, Toronto.

October 31: Annual convention of the

national committee of the Motion Pic-
ture Exhibitors Associations of Canada, |
Toronto.

November 1-2: Annual convention of the
Motion Picture Industry Council of Can-
ada, Toronto. |

November 2: Annual award dinner of the
Canadian Motion Picture Pioneers, To-
ronto.

November 4: 17th annual dinner of the

Motion Picture Pioneers, honoring Her-
man Robbins as "Pioneer of the Year,"
Waldorf Astoria Hotel, New York City.

November 6-9: Allied States Association,
annual convention. In conjunction with
the annual TESMA - TEDA - IPA trade
show, Morrison Hotel, Chicago.

November 17-27: Final balloting in the first
annual Audience Awards Poll sponsored
by the Council of Motion Picture Cr-
ganlzatlons.

MOTION PICTURE HERALD. JULY 23, 1955

HOLLYWOOD PARTY. Max Youngstein, right, was on the receiving end. The United
Artists vice-president was en route to a Tokyo sales meeting. His hosts were producers
Aubrey Schenck, and Howard Koch, who is seen at the left. With them, performers
John Bromfield, Marla English, Kathleen Hughes, and Sara Shane.

wee

MR. KALMENSON inspects
the properties, "The Lone
Ranger" and "Tonto" and
their steeds, out West.
Benjamin Kalmenson, cen-
ter, Warner vice-president
in charge of distribution,
has arranged for the com-
pany's handling of Jack
Wrather's "The Lone
Ranger."

ARTHUR LUBIN feels our government should
subsidize a national theatre and orchestra. He
returned to New York after three months in
Europe (completing "Footsteps in the Fog"
for Columbia) and the Near East, impressed
wi th the necessity of showing the world our
creative talents. The director hastened to add
he disapproves subsidization for films. He also
commented some Amercian producers are get-
ting careless about research for period pictures,
especially those about England.

by the Herald

E. S. SEELEY now will direct engineering
for Altec Lansing at the West Coast
plant, Beverly Hills. He had been chief
engineer at the New York headquarters.
He takes his new post August 15. Mr.
Seeley came to the firm's predecessor.
Electrical Research Products, in 1929, as
field engineer.

THE NOBLE DEED, told In legend, and
told again by 20th-Fox in its "The Virgin
Queen " which opened in Portland, Me.,
Friday. Queen Elizabeth (Bette Davis)
accepts the courtesy and sacrifice of Sir
Walter Raleigh, and uses his cloak as a
footbridge.

CONVENTION of "the greatest
showmen on earth"; in this case,
National Theatres' eastern men, meet-
ing at Denver. At the head table:
Albert Frank, Ray Davis, Gordon
Hewitt, Frank H. Ricketson, Jr. (divi-
sion head), Joseph Ross (store execu-
tive), Elmer C. Rhoden, NT president,
Robert W. Selig and Tom Brennan.

THE PRODUCER, the sales man-
ager, the star, and the exhibitor.
At the opening in San Antonio
of Columbia's "The Man From
Laramie," in array below are pro-
ducer William Goetz, Columbia
general sales manager Abe Mon-
tague, Jimmy Stewart, and Robert
J. O'Donnell, Interstate circuit
general manager.

STARTING EARLY, in
the National Audience
Collection Drive for the
Will Rogers Memorial
Hospital. In Pittsburgh,
as money poured in
from drive-ins, the men
made happy are exhi-
bitor chairman Harry
Mandel, drive-in chair-
man Jack Judd, national
exhibitor chairman Moe
Silver, and distributor
chairman Larry Seidle-
man.

OLD FRIENDS around
the table, in Paramount's
studio commissary. In
array are John J. Fiti-
gibbons. Famous Players
Canadian head; Y.
Frank Freeman, studio
head; Cary Grant; Don
Hartman, executive pro-
ducer; Louis Novins,
secretary: and Robert

M. Weitman, ABC-
Paramount Theatres
vice-president.

AT THE OPENING of
one of the most modern
and uniquely designed
theatres in Europe, the
Thalia, Rotterd am. In
conversation are H. R.
A. de Jonge, joint man-
aging director of G. B.-
Kalee, Ltd., of England,
which supplied sound,
projection and screen;
and W. G erschtanowitz,
director of the Tuschin-
ski circuit, which built
the house, its 18th, for
$400,000.

THE COSTUMES. Mariko Niki, left,
and Midori Tsuji model for Maggi
McNellis, center, on her station
WABD program. New York, the cos-
tumes (Academy Awards) worn in
"Gate of Hell."

RKO pictures are the subject, at the
meeting of company personnel in Lon-
don. Walter Branson, right, worldwide
sales executive, from the New York office,
presides. Clockwise from him are Joe
Vegoda, Ernest Simon, Oscar Barber,
Leon Jacobs, Gordon Chester, Harold
Possener, David Jones, George Dawson,
and Bob Wolff.

CO-PRODUCTION THE KEY

Vital to Italy’s Success; Irish Complain

This is the last of a series of articles
by Martin Quigley, Jr., editor of The
HERALD, commenting on industry
conditions abroad. Mr. Quigley last
month visited England, Ireland and
Italy, areas of the motion picture mar-
ket tcith ichich he is especially famil-
iar through earlier visits and through
extended sojourns in each of these
countries during the tear. The previ-
ous articles touched on the genera^
health of the industry in post-war
Europe and reported on specific prob-
lems in England and on the remark-
able rebirth of Italian production.

by MARTIN QUIGLEY. Jr.

Italian production has prospered not
only on films made in Italy but through co-
productions, notably those made with
French organizations. At present co-pro-
duction deals are also in effect with Span-
ish, German, Austrian and other producers.
Eitel Monaco, a principal architect of the
co-production basic arrangements, foresees
a time when, through a co-production com-
bination led by Italy, France and Germany
there will be available a large part of the
film needs of all Europe. He looks for a
continuation of favored taxation and quota
arrangements for such co-productions.

Some Americans regard co-productions
and the further ideal of an all-Europe film
union as threats to Hollywood. There is no
doubt that co-production has tended to in-
crease the number of good European films.
However, such deals also have a favorable
side for American companies. It is diffi-
cult or impossible for any European country
to make good films that will pay 100 per
cent of their costs in the local market, this
means a way must be paved for such films
in other markets. Co-production is a way
of opening up some national doors. With-
out the successes enjoyed by European co-
productions It would be inevitable for the
Italian Government to intervene In film
matters even more than It does now.

Language Is Handicap

The ultimate aim of the Italian Industry
Is to bring before the entire world more
films made In Italy. This penetration of the
International market is a difficult problem
for Italy. Handicapped more than the Brit-
ish by disparity In language, Italian films
must enter the great English-speaking lands
either with subtitles or in dubbed versions.
Neither method is wholly satisfactory.

The Italians with their great sense of the
artistic are excellent set and costume de-
signers and still photographers. Too often
their films fail to make effective use of the
motion picture camera as a story-telling
device. Italian films have encountered
more difficulty when they have attempted

Argeo Santueci, HERALD representative in
Italy and editor and publisher of "II Bollet-
tino del Risparmio," monthly magazine, with
Martin Quig/ey, Jr.

to imitate Hollywood. Best success for the
Italians has come when they have made
films truly Italian. And so it Is also with the
British. Hollywood naturally can make good
"Hollywood" films. Up to now the Italians
have not been as successful as the British in
developing several different types of good
films for the International market. A whole
Industry cannot be built on the sex appeal
of a few performers, as Italian producers
are now learning.

The adulation of a few performers also
has resulted already In a shocking Increase
In the cost of making films in Italy. At
present the Italian producers are nearly
pricing themselves out of both the local
market and the world market. It Is for this
reason that they are pleading, almost piti-
fully, for Government aid. The high cost
of producing in Italy is the fault both of
the few performers who have greatly In-
flated their salary demands and of the pro-

NO DIVORCE
IN BRITAIN

From a trade practice point of
view, Britain without monopoly legis-
lation, obviously encourages a corpo-
rate integration. The Rank Organiza-
tion and Associated British Rathe,
headed by the conservatively forward
looking Sir Philip Warter, pretty well
dominate production as well as key
exhibition. The Government's efforts
to maintain a third major production
company through subsidy thus far
have been unsuccessful. Competition
is considerably keener on the exhibi-
tion side. Several circuits besides
Rank's and ABC's are now large by
any standard.

ducers who have yielded to them. Other
costs of production. Including union wages,
cannot be controlled if the stars are paid
fantastic salaries.

On the exhibition side, Italy has made
great progress in the past ten years. Sev-
eral thousand new commercial theatres
have been built. But even more surprising
Is the development of more than five thou-
sand parochial theatres. These are under
the sponsorship and management of the
Church. They are technically non-commer-
cial but now account for a sizeable percent-
age of the total distributor gross of a film.

Influence Increases

The existence of this large number of
theatres seeking to play only pictures suit-
able for the family has been exerting an in-
creasing Influence on the industry In Italy.
It is the only country where such an In-
fluence is so potent from the point of view
of controlled outlets.

Italian exhibitors generally are In good
enough financial circumstances to buy and
profit by the new techniques. Somewhat
astonishing is the report that there are now
400 theatres in Italy equipped with Per-
specta Sound Integrators, more than in the
whole of Europe combined and even more

than in the United States.

* * * ♦

The Irish as a critical race, famed as the
best theatre-goers in relation to the popu-
lation in the whole world, have been com-
plaining of late about Hollywood product.
Dr. Richard Hayes, distinguished historian,
film censor for a decade including the diffi-
cult years of World War II when Ireland
had a "neutrality censorship" in addition to
the "morals censorship," turned over his
post a year ago to another medical man.
Dr. Martin Brennan. Dr. Brennan now finds
himself blamed for all the woes attributed
to Hollywood films.

Desire Own Production

The Irish continue to be unhappy that
they have no production of their own and
are hence unable to make a direct contribu-
tion to films as they have to the stage,
through the Abbey, Gate and Gaiety thea-
tres. The size of the audience and the fact
that any production would become a Gov-
ernment issue make an Irish industry most
unlikely. The country is too small to pro-
vide a reasonable market for more than a
few shorts a year and perhaps a feature
once every couple of years.

In view of the official and educational
pressures for the Irish language It seems
likely that any Irish production activity,
especially one partially subsidized, would
be required to make films in or dubbed-In
Irish (as they call the Gaelic language). This

(Coiilimicd on page 16, column 3)

• MOTION PICTURE HERALD, JULY 23, 1955

RKO Radio IVow Faces
Far Rrighter Fatare

by JAMES D. IVERS

RKO Radio Pictures, Inc., its studios, facilities, exchanges and pictures,
was purchased this week by General Tire and Rubber Company of Akron
from Howard Hughes, its sole owner, for $25,000,000 in cash.

The sale contract was signed Monday in
Mr. Hughes’ Las Vegas office and head-
quarters by Thomas F. O’Neil, who is a
\ ice-president of General Tire but more
significantly is president of General Tele-
radio, Inc., and president and chairman of
the board of the Mutual Broadcasting Sys-
tem, Inc. The multi-million dollar check
binding the sale is scheduled to change
hands next Monday.

Assets of RKO Radio include studio
and production facilities in Hollywood
and Culver City, part ownership of pro-
duction facilities in Mexico City, 101
domestic and foreign exchanges which
the company operates in its worldwide
distribution system, and RKO Pathe,
Inc., producer of commercial and tele-
vision short subjects.

The sale does not involve the former
holding company, RKO Pictures Cor-
poration, from which Mr. Hughes bought
the operating production and distribution
assets a year ago for slightly over $23,-
000,000 in cash.

.\long with these assets the new owners
will acquire a library of about 900 theatrical
motion pictures including a number of com-
pleted but unreleased productions now on
the company’s schedule. There is no indica-
tion, however, that the purchase was made
solely to acquire these films for television.

On the contrary there is every indication
that the new owners have every intention
of continuing to operate the company as
a major theatrical producer and distributor,
integrating its operations, obviously, with
the television production needs of General
Tire’s TV interests.

Plans No Present
Changes in Personnel

Following the sale Monday Mr. O’Neil
said he planned no changes in personnel
“although policy changes will be made to
accomplish more extensive use of facilities.”

General Tire’s growth in the amusement
industry has been rapid and expansive under
the guidance of Thomas O’Neil, who is the
second son of William F. O’Neil, president,
chairman and general manager of the tire
and rubber company. In 1948, when General
bought the Yankee Network, its first ven-
ture, Thomas O’Neil became vice-president.
Two years later he became chairman of
Mutual Broadcasting System, in which
Yankee Network is a principal stockholder.

In 1951 Mr. O’Neil, for General Tire,

THOMAS F. O’NEIL

bought a controlling interest in the Don Lee
Broadcasting System and in 1952 he ac-
quired a majority interest in WOR and
WOR-TV. He then set up General Tele-
radio, Inc., which now is the parent com-
pany for all of General Tire’s broadcasting
interests. Since then General Teleradio has
acquired stations KHJ and KJH-TV, Los
Angeles; WHBQ and WHBQ-TV, Mem-
phis; and KFRC, San Francisco.

Significantly, RKO Radio was bought not
by General Teleradio but by General Tire
and Rubber Company. It is anticipated in
financial circles that a new holding com-
pany, paralleling the General Teleradio
company history, may now be set up by the
O’Neils to encompass both the broadcasting
and the new motion picture interests.

The O’Neils, father and sons, themselves
have fabricated a remarkable story in busi-
ness and finance. William F. O’Neil built
the present tire and rubber company from
a series of small mid-western tire companies
which he began to acquire in 1909. The
present company was formed in 1915, and
over the years has become one of the giants
in its field.

Three sons now are associated with their
father in the company — William, the oldest,
is a vice-president ; Thomas, also a vice-
president, who has taken the amusement
industry interests as his special field ; and
Michael G. (Jerry), executive assistant to
his father, whose special area is financing.

General Tire in recent years has diver-

sified in other directions. It owns 95 per
cent of the Aero-Jet General Corporation,
largest commercial developer and manu-
facturer of rocket motors, components and
propellants. Through its wholly owned
Textileather Corporation and Bolta Cor-
poration, it is the largest producer of plastic
sheeting and film for automobile interiors.

Numerous Subsidiaries
In O’Neil Portfolio

Other subsidiaries include Aldora Mills;
India Tire and Rubber Co.; Pennsylvania
Rubber Company ; General Specialties
Chemical Company; General Tire Accept-
ance Corporation; General Tire Interna-
tional Company; General Tire and Rubber
Company, South America, and General Tire
and Rubber Company of Canada, Ltd.

The background augurs a prosperous
turn in the checkered career of RKO. Since
its inception in the roaring Twenties, built
out of Pathe and FBO by Joseph P. Ken-
nedy and then by RCA, which then was
looking for control of the amusement in-
dustry, it has passed through a succession
of ownerships each more colorful than the
last. After the depresssion of the Thirties
it passed to control of Floyd Odium’s Atlas
Corporation. After some years of successful
operation by Mr. Odium the Atlas stock was
acquired by Howard Hughes, multi-million-
aire aircraft enthusiast, manufacturer and
motion picture producer.

Then came divorcement, sale of control of
the theatre interests to Albert List, and an
attempted sale of the production-distribution
company by Mr. Hughes to a Chicago
syndicate headed by Ralph Stolkin. After
that brief interlude, attended by lurid news-
paper publicity, Mr. Hughes took back con-
trol, at a profit.

Hughes Bought Company
Assets for $23,000,000

Then, annoyed by stockholder suits at-
tacking his operation of the company, he
bought the operating assets of the company
from the parent holding company for $23,-
000,000. The parent company tried to vote
itself out of business by paying off its stock-
holders $6 per share, the basis on which the
$23,000,000 was paid, but some stockholders
considered the cash assets plus a $30,000,000
possible tax write-off of lasting value and
the company is still in existence. Atlas,
which re-invested in stock of the parent
company, and Mr. Hughes are the chief
owners, each holding more than a million
shares.

It is the production and distribution
company which has now been bought by
the O’Neils. As of last Monday, in Las
Vegas, Mr. Hughes had retired from the
motion picture business.

MOTION PICTURE HERALD. JULY 23, 1955

THE NATION’S BIGG

EXHIBITORS!
Mail your

nominations ^
for AUDIENCE ^.f{
AWARDS/

CHARLES K. FELDMAN Group Productions presents Directed

COLOR by DELUXE with EVElYN KEYES • SONNY TUFTS • ROBERT STRAUSS -OSCAR HOMOLKA-MARG

' As presented on the Stage by Courtney Burr

EST BOXOFFICE HIT!

by BILLY WILDER starring MARILYN MONROE and TOM EWELL in CiNemaScoPE

UERITE CHAPMAN - VICTOR MOORE • ROXANNE • Screen Play by BILLY WILDER and GEORGE AXELROD

and Elliott Nugent - Released by 20‘h Century-Fox

BOARD MAPS STRATEGY AT
ALLIED WASHINGTON MEET

WASHINGTON; Future strategy in Allied
States Association's struggle to get better
rental terms from distribution was being
mapped here at midweek as the associa-
tion's board of directors met in crucial ses-
sions at the Statler Hotel.

Wednesday morning the association's
Emergency Defense Committee, with Ben-
jamin Berger as chairman, held a confer-
ence to draw up its report and recom-
mendations on the recent Allied-Theatre
Owners of America joint meetings with in-
dividual distribution company heads.
Wednesday afternoon and Thursday the
Allied board had that report under con-
sideration.

The board was to decide whether to
press for Congressional hearings this month
on exhibitor problems, or other action to
take on the EDC report. In addition, the
board was to discuss plans for the Novem-
ber convention of National Allied in Chi-
cago and to work on Allied's plan for
exchanging rental information among ex-
hibitors.

Earlier in the week, informed observers
in New York were predicting that the Allied

directors would conclude its sessions here
by issuing an "ultimatum" to distribution on
film terms. The same observers also were of
the opinion that the joint Allied-TOA com-
mittee had not made a favorable impres-
sion on some of the sales chiefs. The feeling
that some of the leaders of both Allied and
TOA "are out to feather their own nests"
has been expressed by at least two distribu-
tion chiefs.

"Where relief is honestly needed, we are
more than ready and anxious to cooperate,"
one executive said, "but we are suspicious
of some of the requests for adjustments for
the smaller exhibitors made by big oper-
ators."

Some curiosity was aroused by Mr.
Berger's declaration last week of a one-
week deadline for distributors to make
good on "oral commitments." Mr. Berger
said there had been a lot of promises by
distributors, "but not much action." Re-
ports are that distributors will center their
offers of relief only on the very smallest
"distress" situation, with little or no change
in present sales policies of the larger
operations.

$4,514,242 Loew's
40-Week Net Profit

Consolidated net profit of Loew’s Incor-
porated, including- theatre subsidiaries, for
the 40 weeks ended June 9, 1955 were re-
ported to be $4,514,242. This is equal to
88c per share on 5,142,615 shares of stock
outstanding, compared with $4,466,376 or
87c per share in the corresponding period
for the previous year. Gross sales and oper-
ating revenue for these 40 weeks of the
current fiscal year amounted to $131,272,000
against $138,250,000 for the same period of
the previous year. Figures are subject to
year-end audit and adjustments.

Ca+holic Congress Annual
Award to "Waterfront"

DUBLIN : The annual congress of the Of-
fice Catholique International du Cinema,
held in Dublin this year, has awarded its
first annual Grand Prix to Columbia’s “On
the Waterfront.” The O.C.I.C. jury, com-
prising representatives of Cuba, .Switzerland,
Belgium, Canada, Scotland, Spain and Ire-
land, said the prize was given to “(4n the
Waterfront” “by reason of sublime signifi-
cance of its message in the social, human,
moral and spiritual spheres.”

"Major Benson" Stars Appear
At Kansas World Premiere

MANHATTAN , KANS.: Julie Adams and
Tim Hovey, who appear in “The Private
War of Major Benson,” made personal ap-
pearances here at the film’s world premiere

at the Wareham theatre this week. The
“heart of America” benefit premiere, with
half the proceeds going to the “little
leaguers” in Boston, was preceded by the
dedication of a new $1,000,000 civic memo-
rial auditorium. The premiere, which was
in the nature of a state wide promotion with
the Governor of Kansas and other state and
civic leaders participating, launched a series
of Kansas-Missouri territorial dates for the
new production.

ANNOUNCEMENT

Appointment of
William Pay as Lon-
don News Editor of
Quigley Publications
has been announced
by Martin Quigley.
Peter Burnup, Lon-
don Editor since
1944, will continue
as chief editorla I
representative in the
United Kingdom.
Mr. Pay in his new
post will augment
under Mr. Burnup's
direction the British news coverage for
Quigley Publications. Mr. Pay was born in
London in 1922. His entire business career
has been in association with Quigley Publi-
cations, Ltd., which he joined In 1938. From
1941 to 1946 he served In the Royal Air
Force, making a distinguished record as a
fighter pilot.

William Pay

CO-PRODUCTION

(Continued from page 12)

would reduce to the zero point the possi-
bilities of making a financial success of
serious film production. Even In Ireland the
majority of the theatre-going population
could not be attracted — or even driven —
into theatres showing all-Irish speaking films
no matter how good they might be techni-
cally and dramatically.

Several of the principal theatres have
Installed wide screen, CinemaScope and
stereophonic sound. Wide screen and
CinemaScope installations, without the
magnetic sound, are common and are
found even In the smaller provincial towns.
On account of restrictions on materials,
theatre building has been at a low level
since the war. However, a large number of
16mm theatres have been set up In village
halls.

These are beginning to be of commercial
significance, especially in the aggregate.
These 16mm shows are exempt from the
heavy admissions taxes. Also of interest is
the fact that art theatres are prospering In
a few localities and quite generally the bet-
ter Italian and French films are getting
bookings. British films have never done as
well as now in Ireland.

[An editorial summing up Mr. Quig-
ley’s conclusions and comments on the
industry in Europe appears on Page 7 oj
this issue.]

Gran Buys Milwaukee
Theatres from Orto

MILWAUKEE: F. F. Gran, Milwaukee
businessman, has purchased the local Ori-
ental theatre building and Tower theatre
building from Orto Theatres Corporation of
New York City for a price reported to be
in excess of $1,000,000. Kent Theatres, Inc.,
of which Mr. Gran is president and Harold
F. Janecky secretary-treasurer, was or-
ganized to make the purchase. Mr. Gran
also owns the Century theatre here and
heads Gran Enterprises. Jerry Gruenberg,
Orto’s district manager in charge of the
Oriental and Tower, is now buyer for Gran
Enterprises.

Critic Sees Cinema
Replacing Stage

The motion picture has replaced the stage
as a superior form of modern theatre, Hollis
Alpert, critic and author, argues in the lead
article of The Saturday Reziezv issue of July
23. “The film is not so much of an art form
as it is modern theatre,” Mr. Alper writes,
going on to document his view that in qual-
ity, variety and meaningfulness for the audi-
ence, the product of Hollywood has finally
surpassed that of Broadway. He continues :
“The truth of the matter is that the theatre
seldom has more than mild entertainment
to offer us these days; it has little or no
profundity. To intrigue the audience it has
left to it, the theatre must perforce go in
for sensationalism, sex farces and near-
nudity. . . .”

MOTION PICTURE HERALD. JULY 23, 1955

1954 ADMISSION
$1,275,000,000

Commerce Department in
Annual Report Says an
Upturn Was Evident

WASHINGTON : Americans spent about
$1,275,000,000 on motion picture admissions
in 1954, the Commerce Department reported.

This was the first upturn in the steady
decline taking place since the peak of 1946
in consumer spending on motion picture ad-
missions. From a high mark of $1,692,000,-
000 in 1946, consumer spending on this item
fell steadily to a post-war low of $1,227,-
000,000 in 1953. The 1954 figure was back
almost to the 1952 total of $1,284,000,000.

An Annual Study

These figures were contained in the Com-
merce Department’s annual "National In-
come Number’’ of the survey of current
business, summarizing major economic
trends during the prev'ious year. Despite
the upturn in the total box office gross, the
percentage of total recreation spending go-
ing to motion picture theatre admissions re-
mained just about the same in 1954 as in

1953, due to a continuation in the steady
rise in total recreation spending.

It went from $11,832,000,000 in 1953 to
$12,220,000,000 in 1954. In both 1953 and

1954, motion picture theatre admissions ac-
counted for just a fraction over 10 per cent
of total spending on recreation. Back in the
1930’s and early 1940’s, motion picture thea-
tre admissions accounted for 20 per cent
more of total recreation spending.

Consumer spending on radio and televi-
sion receivers, records and musical instru-
ments rose from $2,161,000,000 in 1953 to
$2,204,000,000 in 1954. The peak was $2,-
379.000,000 in 1950, following which it
dropped to $2,100,000,000 by 1952. Spend-
ing on radio and television repairs has been
rising steadily over the years, reaching a
peak of $600,000,000 last year, compared to
$533,000,000 a year earlier.

$744,000,000 Compensation

-•\11 branches of the motion picture indus-
try contributed $964,000,000 to the total na-
tional income last year, compared with
$839,000,000 in 1953' and $853,000,000 in
1952. The peak was $1,133,000,000 in 1946
and the recent low point was in 1953.

The industry paid its employes last 3'ear
a record $744,000,000 of compensation of all
types, including a record $709,000,000 of
wages and salaries. This compares with
$707,000,000 of total compensation in 1953,
including $678,000,000 of wages and salaries.
The previous peaks were in 1947, when total
compensation reached $718,000,000, includ-
ing $694,000,000 of wages and salaries.

Employment in the industry continued to
drop. The industry had the equivalent of

206.000 full-time employes last year, com-
pared to 209,000 the previous year. This
was the lowest total since 1943, when there
were 204,000. The average number of full-
time and part-time employes fell from 232,-
000 in 1953 to 228,000 last year, the lowest
since the 226,000 recorded for 1943. Aver-
age annual earnings per full time employe,
however, rose to a record $3,442 last year,
compared with $3,244 the previous year.
The number of persons engaged in produc-
tion dropped from 220,000 in 1953 to 217,-
000 last 3'ear, the lowest total since the

211.000 working in 1943.

No Figures on Profits

The survey did not have any 1953 or 1954
figures on the industry’s profits, sales or
dividends. Commerce Department officials
explained these figuies are obtained from
the Internal Revenue Service and run sev-
eral years late. The report did disclose,
however, figures for the first time for 1952.-

Film industrr* corporate income before
Federal and state income and excess profits
taxes amounted to $80,000,000 in 1952, the
lowest since the $78,000,000 figure recorded
for 1942. It compared with $94,000,000 for
1951. Federal and state corporate income
and excess profits taxes totaled $56,000,000
in 1952, compared with $52,000,000 in 1951
and $51,000,000 in 1950. Corporate income
after taxes was $24,000,000 — the lowest fig-
ure since 1936. The 1951 total was $32,-
000.000.

Net corporate dividend payments in 1952
were $51,000,000, compared with $57,000,000
the year earlier and $40,000,000 in 1951.
Corporate sales in 1952 were $1,010,000,000.
the lowest since the $1,004,000,000 figure in
1941. It compared with $1,804,000,000 in
1951.

New TV, Radio Records

For the radio and television industry, the
picture was quite different, with most new
figures setting new records. The industry
contributed $551,000,000 to the national in-
come last year, a record figure and com-
pared with $491,000,000 a year earlier. Its
workers got a record $428,000,000 of com-
pensation, including $420,000,000 of wages
and salaries. A year earlier the comparable
figures were $377,000,000 and $370,000,000.

The number of full-time equivalent em-
ployes rose from 63,000 in 1953 to a record

69.000 last year, and the average number
of full-time and part-time employes rose
from 70,000 to a new high of 76,000. The
average annual earnings per full-time em-
ploye hit a high $6,087, compared with
$5,873 a }'ear earlier.

The broadcasting industry’s corporate in-
come before Federal and state taxes in 1952
was a record $86,000,000, compared with
$80,000,000 a year earlier. Tax liabilit>- was

up from $45,000,000 to a peak of $47,000,000,
and corporate income after taxes was up
from $35,000,000 to a high of $39,000,000.
Net corporate dividend payments were $11,-
000,000 in 1952, compared with $10,000,000
the previous j'ear and $18,000,000 in 1950.
Corporate sales in 1952 were a record $781,-
000,000, compared with $692,000,000 a year
earlier.

Stanley JSfet
S2,222.000
In 39 Weeks

Stanley Warner Corporation and subsidi-
ary companies, for the 39 weeks ended May
28, 1955, showed a net profit after all
charges of $2,222,000, equivalent to $1.01
per share on common stock outstanding,
compared with a net profit of $1,495,000 for
the same period last year, equivalent to 64
cents per share, it was announced this week
b)’’ S. H. Fabian, president.

The company' showed an operating profit
of $5,270,700 before losses arising from the
sales of fixed assets and provisions for con-
tingencies and Federal and Canadian in-
come taxes. The operating profit for the
similar period last year amounted to $2.-
614.100.

Included in the expenses for the 39-week
period ended May 28, 1955, were charges
for depreciation and amortization totaling
$3,373,800 compared to similar charges of
$2,328,100 for last >’ear. Theatre admissions
and merchandise sales, rents from tenants,
etc., aggregated $68,630,600 for the current
period which compares with $44,236,400 for
the comparable period last year.

A loss of $123,600 was sustained on sales
of fixed assets during the current period as
compared with a profit of $80,800 from
similar sales during the same period last
year. The provision for contingencies this
year amounted to $75,000 as compared with
a charge of $100,000 last year. Provision
for estimated Federal and Canadian income
taxes was $2,850,000 in the 1955 period.

Two Notre Dame Games
On Theatre Television

Two Notre Dame football games will be
offered to local sponsors in 29 cities. Box-
office Television said this week. The games
are with Na\'y at South Bend October 29,
and with Iowa November 19. Eight of the
theatres to be used are permanently
equipped ; the firm will equip the others for
the occasions.

20th-Fox Opens Houston
Exchange on Monday

HOUSTON : Twentieth Century-Fox’s new
branch office here, the first full-size film
exchange in Houston, will be opened Mon-
day with a gala cocktail party for local ex-
hibitors. Henry F. Harrell, branch man-
ager, will be host at the party, to be held
at the office, located at 2119 Bagby Street.

MOTION PICTURE HERALD. JULY 23, 1955

U. A. GROSSES IIS
FAR EAST LEAP

Picker Gives Convention
in Tokyo Report of Big
Increase in Business

TOK] O: L nited Artists grosses in the Far
East and Australasia for the first six months
of 1955 are running 80 per cent ahead of
returns for the same period last year, it
was disclosed here last week hy Arnold i\I.
Picker, vice-president in charge of foreign
distribution, as he opened the company’s
first international convention ever held in
Tokyo.

Highest Since Founding

This gross represents the highest receipts
registered in the Far East-Australasian re-
gion since the founding of the company in
1919, Mr. Picker told the gathering of exec-
utives and representatives from the U.S.
home office and 11 foreign countries. Terri-
tories figuring in the record return are
Japan, the Philippines, Thailand, Hong
Kong, Australia, Indonesia, New Zealand,
India, Pakistan, Taiwan and Singapore.

Mr. Picker predicted that the 1955 grosses
for the area will top 1954 returns by 100
per cent, due to the concentration of quality
product slated for overseas release in the
second half of this year. He also announced
that 30 U.A. releases will go into distribu-
tion in the Far East and Australasia during
the next 12 months.

Max E. Youngstein, vice-president, told
the gathering that the company’s new long-
range program of production-financing and
fostering of new independent units would
assure overseas exhibitors of an uninter-
rupted flow of quality product for years to
come.

Pictures Listed

Among the 30 features to he released dur-
ing the coming year are Ilya Lopert’s “Sum-
mertime,” Hecht-Lancaster’s “Marty” and
“The Kentuckian,” Stanley Kramer’s “Not
As a Stranger,” Paul Gregory’s “The Night
of the Hunter,” Kuss-Field-Voyager’s “Gen-
tlemen Marry Brunettes,” Samuel Goldwyn,
Jr.’s “The Troubleshooter,” Kirk Douglas’

‘ 1 he Indian Fighter,” Robert Rossen’s
“Alexander the Great,” Robert Aldrich’s
“The Big Knife,” Bel-Air’s “Desert Sands,”
Orson \\ elles’ “Othello,” Cornel Wilde’s
“Storm Fear” and the Nassour Brothers’
“The Beast of Hollow Mountain” and “Re-
bellion of the Hanged.”

Six of the features for the 12-month pro-
gram covering the territory are in Cinema-
Scope and more than half are in color. A
number of the releases were screened for
the delegates.

Many Far Eastern industry leaders at-
tended the four-day meeting, including key
executives of the Shochiku Company, Ja-

pan’s largest production-distribution-exhibi-
tion organization. Among the U.A. person-
nel attending were Milton Schneiderman,
managing director in Japan; Hisashi Fuku-
zawa, sales manager, and various managers,
supervisors and representatives of other
Far Eastern countries. Andy Albeck, of
the home office administrative staff, also
participated in the session,, setting distribu-
tion and promotion plans in the Far East
for the coming year.

AB-Paramount Quarter
Earnings Are Doubled

American Broadcasting-Paramount The-
atres has doubled its earnings this second
quarter, compared to last year. The report,
made this week by president Leonard Gold-
enson, put the profit at $1,438,000 — equal to
32 cents per share on 4,119,542 shares of
common — compared with $715,000, or 14
cents per share on 3,967,496 shares. For
the six months of 1955, estimated net oper-
ating profit was $3.355.(X)0 or 77c per share
common as compared with $1,754,000 or 37c
per share common in the like period of 1954,
based on the number of shares outstanding
at the end of each quarter. Mr. Goldenson
reported theatre earnings ahead for the six
months. Business was off slightly in the
seasonally weak second quarter, principally
because of fewer good pictures. Pictures
of the third quarter look very promising
and the outlook is good, Mr. Goldenson said.

"Davy Crockett" Trademark
Court Action Is Settled

The litigation between Walt Disney Pro-
ductions and Davy Crockett Enterprises,
Inc., has been settled, it was jointly an-
nounced by both companies last week. Dis-
ney has obtained from its licensees full rights
under the Davy Crockett Enterprises’ trade-
mark while Davy Crockett Enterprises has
obtained for its licensees all the rights of
Walt Disney’s licensees. Retailers are now
free to purchase clothing products from
licensees of both companies without threat
of a law suit, it was announced.

Seven Chicago Theatres to
Show TNT Champion Fight

Seven theatres in the Chicago area which
have a combined seating capacity of 25, IKK)
will show the Marciano-Moore heavyweight
championship fight from Yankee Stadium
in New York September 19, it was an-
nounced in New York this week by Nathan
L. Halpern, president of Theatre Network-
Television. d'icket prices at the seven thea-
tres will range from $3.50 to $5.50. Mr.
Halpern said that the last closed circuit
television fight was available to approxi-
mately 14,0(K) scats in Chicago.

Quebec Unit
Itt Attiliatien

With TOA

The affiliation of the Theatre Owners As-
sociation of Quebec with the Theatre Own-
ers of America was announced last week
by E. D. Martin, president of TOA. The
formal acceptance and induction of the Ca-
nadian exhibitor organization, the 29th the-
atre association to affiliate with TOA, will
take place at TOA’s annual convention in
Los Angeles, October 6-9, at the Hotel
Biltmore.

The officers of TOA long have advocated
the need for a world organization of the-
atre men, J\Ir. Martin said. “This affilia-
tion by the Canadian group marks the first
step toward the aim of international unity,”
he added.

The TOA of Quebec, which represents
120 theatres throughout the Canadian prov-
ince, will actively participate in the 1955
TOA convention with either E. N. Tabah,
president, or J. H. Strauss, chairman of the
executive committee, attending. Mr. Martin
has extended an invitation to other foreign
exhibitor groups to attend the meeting.

With the Canadian affiliation, TOA is
reported considering joining the Union In-
ternationale de Exploitation Cinemato-
graphique. Walter Reade, Jr., chairman of
the board, had said upon his return from
Europe in May that a global organization
of British, French, Italian and U.S. exhibi-
tors may come into being in 1956 following
that organization’s annual convention which
will be attended by a representative oi the
TOA group.

Mr. Reade, Alfred Starr, chairman of
TOA’s executive committee, and Herman
Levy, TOA general counsel, have stated in
the past that a close liaison between TOA
and foreign exhibitor groups, namely Cine-
matographic Exhibitors Association in
Great Britain, have been in effect. Mr.
Reade said “I foresee an international or-
ganization being set up, not formally, but,
I am hopeful, with a definite basis for meet-
ings and exchange of information. TOA
has been cooperating with CEA, we feel to
our mutual advantage.”

Irish Censor Passes First
"Adults Only" Picture

DUBLIN : “Father Unknown,’’ the English
subtitled version of the French film, “Ne
de Pere Inconnu,” produced hy Maurice
Cloche, has been officially passed for exhibi-
tion to adult audiences. This is the first
time the State Censorship Office of Ireland
has ever classified a film in such a manner,
although the law has always had a provision
for limited certificates, meaning that atten-
dance by children under 18 is forbidden. It
is expected that the development will raise
problems in suburban, provincial and rural
cinemas which depend almost entirely on
family audiences.

MOTION PICTURE HERALD, JULY 23, 1955

“Crime pays off in hearty
laughter!” reports World-
Telegram as the New York
Paramount holds over
this wonderful comedy.
“Creating howls” says
the Mirror— not only
on Broadway but in all
its first engagements.

BE ONE OF THE HUNDREOS
OF ALERT SHOWMEN WHO ARE
PLAYING THIS SMASH SUMMER
ATTRACTION EARLY IN AUGUST

CROWDS AT THE

PARAMOUNT’S
COMEDY SENSATION!

DAVIS IS BRITISH
PRODIJCER HEAD

Association Names Rank*s
Chief Aide; Clark Hits at
''Inadequacy'' of Fund

by PETER BURNUP

LOXDOX : At the annual general meeting
of the British Film Producers’ Association,
John Davis, managing director of the J.
Arthur Rank Organisation, was unani-
mously elected president of the producers’
body succeeding ABPC’s Robert Clark.

Cites Disappointments

In his valedictory address, Mr. Clark re-
ferred to the disappointments British pro-
ducers encountered during his two years of
office, the chief of those arising “from our
inability to persuade the CEA last summer
to accept our carefully considered estimate
of the amount of the annual income which
the British Film Production Fund required
to enable it to give the production side of
our industry confidence and a reasonable
measure of stability.’’

The retiring president recalled that pro-
ducers had asked for a fund of million
for the three years beginning August 1,
1954, which was approximately the amount
which the then Government anticipated
would be paid into the fund as a result of
the revision of the levy in 1951; whereas,
following a succession of compromises, the
total of the fund’s income in the present
year is likely to be in the neighborhood of
£2.6 million only.

Shrewd and cautious Scotsman Robert
Clark continued in the following significant
terms :

“I feel it is my duty to make it per-
fectly clear that, in my opinion, first, the
present scale of levy is inadequate to
achieve the object for which the levy
was introduced with the general approval
of all sections of the industry; secondly,
the large numbers of exhibitors who are
either paying no levy or less than the
proper amount is a serious danger to the
whole scheme ; thirdly, this association
should not, in my opinion, support any
application to the Chancellor of the Ex-
chequer for a reduction in cinema Enter-
tainment Duty unless it is given in ad-
vance a firm undertaking by the other
branches of the industry that a substan-
tial proportion of any reduction granted
will be used to increase the income of the
British Film Production Fund; fourthly,
means should be evolved of safeguarding
the fund against falls in attendances at
cinemas and of stabilising the annual
revenue of the fund.”

Mr. Clark returned to the now familiar
argument that exhibitors “have a vested in-
terest in ensuring that the British film pro-

duction industry is kept in a healthy and
flourishing condition.”

The retiring president revealed that the
association is about to begin an exhaustive
investigation into the expenditure and in-
come of the producers of British long films ;
the object thereof being to collect particulars
“which will show beyond any possible doubt
what the British film production industry
needs to supplement film rentals and other
receipts earned at home and overseas to
put it in a position to be self-supporting.”

“No Easy Matter”

Discussing overseas earnings, Mr. Clark
commented on the worldwide national re-
strictions on film imports and remarked that
“the expansion of British film exports is,
therefore, no easy matter.”

In America, lamented Mr. Clark, the
progress of selling British films is still
slow and more intensive effort is needed,
adding, with a suggestion of Scots’ satire,
“it will be a pity, indeed, if distributors of
films in America leave it to the television
networks, who are buying British films for
first showing in the U. S., to prove that the
American public can really enjoy good Brit-
ish films.”

Following the annual meeting, BFPA’s
executive decided to accept CEA’s invita-
tion to the all-trade meeting on July 26 for
a preliminary discussion respecting the pro-
posal to set up a committee for the 1955/56
tax campaign.

Sir Henry French, BFPA’s director gen-
eral, told newsmen in this regard that his
members were going into the meeting with
“no marching orders or any other restric-
tions.’’ Sir Henry added that all the
Association’s experience in recent years
pointed to Members of Parliament being
well aware of the vital need of a flourishing
British film production industry.

AN EADY FORMULA

A formula for dealing with Eady non-
cooperators devised by the CEA-KRS joint
committee promises at long last to end the
vexatious levy dispute.

Basis for the agreed formula rvas a con-
cession by KRS that will allow the claim
of an individual theatre within a circuit for
a film hire reduction to be treated on its
merits. In return CEA representatives
agreed to allow income from ancilliary
sales to be taken into account.

The formula was ratified forthwith by
CEA’s executive committee. Subject to
ratification by KRS, which may be taken
as assured, it is proposed that an immediate
start be made by accountants for both sides
to examine accounts submitted in all out-
standing cases, irrespective of whether the
theatres form part of groups or not.

Further witness to the new conciliatory

spirit abroad was to be seen in another
agreement reached by the joint committee.
This concerned the long disputed matter of
film rental terms for theatres changing
hands.

The committee adopted a resolution which
completely reversed the existing practice
and in the following terms :

“That in cases where a cinema changes
hands, the incoming proprietor shall be en-
titled to negotiate with renters on an in-
dividual basis for variations in the film hire
terms as paid by the previous proprietor,
with the right of recourse by either side to
the Joint Committee of the CEA and KRS
in the event of disagreement between the
parties.”

PLAN UNACCEPTABLE

At the first meeting of CEA representa-
tives with Tom O’Brien’s NATKE wage
structure committee the former indicated
that the union’s plan was unacceptable.

CEA’s executive committee subsequently
decided to set up a small sub-committee
which would examine the NATKE pro-
posals in detail and, in the light of clarifica-
tions now obtained, prepare counter-pro-
posals.

The sub-committee, however, will have
no mandatory autfiority. It will only make
recommendations to the general council,
which jealously holds on to its authority in
anv matter relating to theatre wages.

Warner Theatre, Ltd., owners of the
Warner theatre, Leicester Square, London,
answered a summons at Bow Street Police
Court alleging that they failed to show the
proper percentage of British films — namely
30 per cent — at the theatre between October

I, 1952, and September 30, 1953. In their
behalf, Derek Curtis-Bennett, Q. C., pleaded
not guilty. The theatre was fined £100 and
costs, however, by the court.

The Board of Trade’s prosecuting attor-
ney said that in the period in question the
Warner theatre achieved a quota of only

II. 26 per cent, against the prescribed per-
centage of 30. During the year the theatre
showed only two British feature films; the
renter of one of which was the Warner
Bros.’ company.

In the following year, instead of showing
30 per cent British films the theatre showed
38.9 per cent. The theatre company’s profits
then rose to £20,068 as opposed to £11,277
in the period involved in the summons ;
namely, twice as much profit when more
than the statutory quota of British films
was shown than when less than the quota
was screened.

Warners, ABPC Co-Produce

LONDON : Van Johnson and Joan Fon-
taine will star in “This Is My Man.” a
large-scale Anglo-American co-production
to be produced by Warner Brothers and
Associated British Pictures Corporation.
Gottfried Reinhardt will produce and direct
the film, which will utilize the music of
Johann Strauss and will have as its back-
ground Austria’s famed music festival at
Salzburg. Shooting starts August 24.

MOTION PICTURE HERALD. JULY 23, 1955

SlrangerMIGHTY!

House Record Broken !”

Stranger’ WOW!
Leader On B’way!”

/“Stranger SMASH!

Nabbing Top Money!”

-DENVER

"Stranger’TERRIFIC!”

Stranger’ TALL!”

-FRISCO

Stranger’ SOCK!

Setting Records!”

-PH ILL Y

Stranger’ PACING
THE HEID!”

-CLEVELAND

Stranger’ SLICK!

The Topper And
A Brisk Winner!”

-CINCINNATI

-SEA TTLE

^ STRANGER" starring OLIVIA de HAVILLAND ROBERT MITCHUM • FRANK SINATRA • GLORIA GRAHAf
j^DERICK CRAWFORD • CHARLES BICKFORD • with Myron McCormick • Lon C ney • Jesse White • Written for the Screen by Edna and Edward Anhal

Morton Thompson • Music by George Anthet Produced and Directed by STANLEY KRAMER

Bans
AiM'ards TV

Sponsaring

The board of directors of the Motion Pic-
ture Association of America this week re-
jected a proposal whereby the MPA A would
sponsor the telecasting of Academy Awards
nominations and the presentations of the
awards. The board’s action followed a sim-
ilar stand taken by the Association of Mo-
tion Picture Producers.

It was estimated the “package deal” in-
volving the two telecasts would have cost
appro.ximately $900,000. Consideration of
the sponsorship of the two events followed
the reported dissatisfaction by some indus-
try segments, and the public, with the com-
mercial sponsorship of this year's Academy
Award presentations.

Eric Johnston, president of the MPAA,
presided at the meeting and announced he
had appointed Morris Evenstein, of Warner
Bros, legal department, to head the MPAA’s
copyright committee, to succeed Adolph
Schimel, Universal vice-president and gen-
eral counsel, who recently was appointed
chairman of the law committee.

Robert Siodmak's "Rats"

Wins Berlin Festival

BERLI\ : Director Robert Siodmak’s pro-
duction of “The Rats” was voted the best
of the feature length pictures presented at
the fifth International Film Festival of Ber-
lin, which had entries from 31 countries.
The picture was selected by audience voting
after screenings in the course of the 12-day
festival. This differs from other festivals
which have committees of judges select the
winners. Other American films shown here
included 20th-Fox’s “The Seven Year Itch,”
Paramount’s “Strategic Air Command,”
MGM’s "Beau Brummel,” Disney’s “The
\'anishing Prairie” and Columbia’s “Prize
of Gold.” L.S. industry representatives in
attendance included Marc Si)iegel, head of
the European division of the Motion Picture
Export .Association, and Fred Gronick, head
of the German office of the MPEA. — Robin
Jon Joachim.

Designs "Roberts" Set

Bruno Maine has designed the stage set-
ting used for the show accompanying “Mr.
Roberts” at the Radio City Music Hall,
New York. The set features “Magic Mir-
rors” which in 22,fXK) square feet reflect so
the audience sees the entire company from
every section of the theatre.

Brenner Has "Mau Mau"

Joseph Brenner Asociates of Xew York,
har, taken over theatrical distribution of the
motion picture “Mau .Mau” for the New
York, .Alban\% Buffalo and Connecticut ter-
ritories. “Mau Mau” opened at the Trans-
Lux 49th .St. theatre, Xew York, recently.

HOLLYWOOD BUREAU

Start of four pictures, none of them in
plain black-and-white, was more than offset
by completion of seven others, six in color,
to bring the over-all shooting level down
to 29 at the weekend.

Paramount began shooting “The Proud
and Profane” in the Virgin Islands (Vista-
Vision and Technicolor) with William
Holden, Deborah Kerr, Dewey Martin,
Thelma Ritter, Marion Ross and Ann Mor-
riss in the cast. William Perlberg is the
producer, George Seaton the director.

Jane Russell and Cornel Wilde, each of
whom has an independent production com-
pany, went to w'ork as co-stars in Welch
Productions’ “Tambourine,” which is for
Columbia release. Production (if you are
still aboard) is by Howard Welsch and
Harry Tatleman, and direction is by Nicho-
las Ray. It’s a CinemaScoper with color by
Technicolor.

Universal-International’s Albert Zugsmith
launched “Decision at Durango” — Techni-
color— with Jack Arnold directing Rory
Calhoun, Martha Hyer, Dean Jagger, Rob-
ert Middleton, James Millican, Lita Baron
and Trevor Bardette.

Independent Benedict Bogeaus began film-
ing “Slightly Scarlet” — Technicolor, Super-
Scope — for RKO release. John Payne, Ar-
lene Dahl and Rhonda Fleming head the
cast directed by George Moskov.

"Kentuckian" Showing
Honors Senator Barkley

WASHINGTON : A special invitational
showing of United Artists’ “The Kentucki-
an” was held Tuesday in honor of Senator
Alben W. Barkley at the Ontario theatre
here. The showing was dedicated to Mr.
Barkley, former vice-president, as the out-
standing Kentuckian of our time. The Ken-
tucky State Sf)ciety of Washington spon-
sored the showing and House and Senate
leaders and noted Kentuckians attended.

Cagney in MGM's "Badman"

James Cagney this week was set by MGM
to replace Spencer Tracy in “Tribute to a
Badman,” shooting on which was postponed
when Mr. Tracy became ill on location.
Shooting on “Tribute” will resume in mid-
August at Montrose, Colo.

Fonda in "Angry Men"

Henry Fonda will star in the film version
of the Television Academy award-winning
play, “Twelve Angry Men” by Reginald
Rose, as a joint jjroduction venture of his
newly-formed Orion Productions and Mr,
Rose’s own production company, it has been
announced by Mr. Fonda, Mr. Rose and
Arthur B. Krim, president of United Art-
ists, which will release the film. Mr. Rose

lllllllMIIIIIIIIIIIIIIIIIIMIIIIIIIIIIIIIillllMlilllllllll

THIS WEEK IN
PRODUCTION:

STARTED (4)

COLUMBIA

Tambourine (Welsch
Prods.; CinemaScope;
Technicolor)

PARAMOUNT

The Proud & Profane
(VistaVision)

COMPLETED (7)

M-G-M

Forever, Darling (Zanra
Prods.; Eastman
Color)

Diane (CinemaScope;
Eastman Color)

Bho'wani Junction
( CinemaScope;

Color)

20TH CENTURY-FOX

The Girl in the Red

SHOOTING (25)

COLUMBIA

Battle Stations

The Houston Story

44 Sohp Square (Film
Locations)

1984 (Holiday Prods.)

INDEPENDENT

Patterns (Harris-
Myerberg)

M-G-M

The Last Hunt (Cinema-
Scope; Eastman
Color)

The Tender Trap (Cine-
maScope; Eastman
Color)

I'll Cry Tomorrow

Kismet (CinemaScope;
Eastman Color)

PARAMOUNT

The Lady Eve (Vista-
Vision; Technicolor)

War and Peace ( Ponti-
de Laurentiis; Vista-
Vision; Technicolor)

Man Who Knew Too
Much (VistaVision;
Technicolor)

Ten Commandments
(VistaVision; Tech-
color)

RKO RADIO

Slightly Scarlet (Super-
scope; Technicolor)

UNIVERSAL-INT'L

Decision at Durango
(Technicolor)

Velvet Swing (Cine-
maScope; Color)

The View from Pompey's
Head (CinemaScope;
Color)

UNIVERSAL-INT'L

Backlash (Technicolor)

WARNER BROS.

Miracle in the Rain

RKO RADIO

Glory (David Butler;
Superscope; Techni-
color)

The Way Out (Todon
Prods.)

REPUBLIC

Treachery

20TH CENTURY-FOX

Good Morning, Miss
Dove (CinemScope;
Color)

UNITED ARTISTS

Three Bad Sisters (Bel-
Air Prods.)

Foreign Intrigue

(S. Reynolds; Eastman
Color)

UNIVERSAL-INT'L

The Benny Goodman
Story (Technicolor)
The Square Jungle

WARNER BROS.

The Court-Martial of
Billy Mitchell (U.S.
Piets.; CinemaScope;
WarnerColor)

The Searchers (C. V.
Whitney Piets.; Vista-
Vision; Color)
Sincerely Yours
(WarnerColor)

Giant (George Stevens;
WarnerColor)

iiiiiiiiiiiiiiiiiiiiiMiiiimiiiiiiiiiiiiiiiiiiiimiiiiiii

will write the .screenplay of the film, which
i-^ the first from Mr. Fonda’s company in
the deal whereby he will produce si.x films
in five years for U..\.

MOTION PICTURE HERALD, JULY 23, 1955

IVou? Television is to have

its own ALMANAC

Wherever motion pictures are produced,
distributed, exhibited, or written about, the
ALMANAC has a standing that Is unique.
It Is unquestionably the standard reference
on Who , What ', "Where” throughout
the motion picture Industry.

Fifteen years ago the ALMANAC began
Including a Television section. By 1952 that
section had so grown In Importance that
the name of the book became "Motion
Picture and Television ALMANAC." Many

suggestions from enthusiastic subscribers

followed by a survey to determine the ex-
tent to which the TV field was being served
In a practicable manner— made this fact
clear: The Television industry needs
and Hants a complete TV ALMANAC
—a book to answer all its factual questions
in the thoroughly reliable and easy-to-find
manner which made the ALMANAC so
widely preferred In the motion picture field.

yhutnl^ - i^4^xc4 ih IS

CffaHije4

TURN TO ANY SECTION IN SECONDS, TO

find who. what, where, when — the

FACTS YOU ARE ALWAYS NEEDINO. such as:

(I) WHO’S WHO— not a mere list of a few do
names-over 300 pages of biographies, alphab
cally arranged— the industry’s ONLY real “Wl
Who ; (2) PRODUCERS and DISTRIBUTO
of everything for TV time; (3) PROGRAM!

!i° ^ nationally availal

With all pertinent information, also typical wee

& EQUIPMENT- all types of services for
production, including film and music librar
laboratories, studio equipment, etc.; (5) CORPS
corporate structure and executive personnel of

feat'^res from J

uary, 1 944 to now, with factual data; (7) TV <;■

TIONS— full listings, with data; (8) AGENCI
& STATION REPS-full listings, with data and
execs ; (9) STATISTICS-many up-to-date fa
and figures of the needed kinds, plus hiqhlio
review of the year; (|0) CODES-with full text
IV Code and background data; (||) AWARD!
lists of winning shows and performers coverino s
eral years; (12) ORGAN IZATIONS-national i

regional, with officers, etc.; (13) CANADA cc

plete breakdown of TV in Dominion; (I4) GRF
BRITAIN-breakdown of TV data, commer
and non-commercial; (15) WORLD MARKE'
the listings and status, country-by-country. Al
PRESS listings, RADIO information and a m
of other reliable data— all up-to-date and cn
indexed.

Edited by CHARLES S. AARONSON

WHY everybody in or connected with Television needs
this reference book ....

you find the information you want quickly
and very easily.

This book will speak for itself more con-
vincingly than any description that could
be written for it. If you are willing to part
with it within two iveeks after you get it,
just send it back for a full refund.

This Edition is limited to 10,000 copies.
Orders prior to this announcement exceed
the advance sale of any book in the 49-year
history of this company. To make sure of
YOUR copy, order now!

'•itimijiui

1‘etevislon

aimanac

IQUIGLEY PUBLISHING COMPANY, INC.

•1270 Sixth Avenue • New York 20, N. Y.

Please reserve for me a copy of the next edition of:
□ MOTION PICTURE ALMANAC ($5)

I □ TELEVISION ALMANAC (S5 )

. □ Companion Set of the two ALMANACS ($8.50)
(prices include packing and postage)

□ Payment herewith
L] Bill me when shipped

•Date of this reservation

I Name

• Address

ALBANY

H igh July temperatures affected the
grosses of top pictures, and wilted those for
average releases, in many indoor situations,
but it boosted the take at drive-ins. . . . “We
are operating in a fish bowl,’’ commented
COMPO counsel Rober. W. Coyne to area
exhibitors and distributors in explaining
why the important firm of Price Waterhouse
& Co. had been engaged to count ballots in
the Audience .-Awards poll. Formation of
local accounting committees, to aid theatre
operators, was suggested by Coyne to insure
fairness and guarantee public confidence in
the Xov. 17-27 poll. . . . Elmhart Theatres
notified exchanges Joseph Agresta was as-
suming operation of Rialto, Massena, and
taking on Crandell, Chatham, July 15.
Agresta also has the Orvis, Massena. . . .
X'isitors included : Glenn Norris, 20th Cen-
tur\'-Fox division manager for the East, and
Charles Cosco, Buffalo manager ; Robert
Johnson and H. L. Gilladette, Smalley The-
atres, Cooperstown.

ATLANTA

George E. Smith has purchased the Largo
theatre. Largo, Fla., from H. S. Knight. . . .
Ochs Management Co., Cleveland, has taken
over the following theatres : .\uto drive-in,
Tampa, Fla.; 40th Street drive-in. Tampa;
Dania drive-in, Dania, Fla., and the Siesta
drive-in, Sarasota, Fla. . . . Carlene Kessler,
formerly cashier with Pekin drive-in, Pekin,
111., has been added to the booking depart-
ment of Allied Artists Southern Exchanges.
. . . O. S. Barnett, office manager at the
same company, and his wife are back after a
vacation in I'lorida. . . . Don Hassler, office
manager of Astor and Capital Exchanges,
and his wife are back from a trip to Florida.
. . . Mrs. Rose Lancaster, Strickland Films,
is back after a vacation at her home in
Brookhaven, Ga. . . . Mrs. Kate Wright,
Capital and Astor Exchanges, is visting in
New York and Washington, D. C. . . .
Charlie Clark is back on Film Row after a
spell in the hospital. . . . On the Row book-
ing were: P. L. Taylor, Dixie, Columbus,
Ga. ; Sidney Laird and L. J. Duncan,
.Al-Dun Amusement Co., West Point, Ga. ;
W. Welch, Dallas, Dallas, Ga. ; R. H. Bran-
non. theatres in Georgia ; J. H. Thompson,
president of Martin and Thompson Thea-
tres, Georgia ; and John Thompson, Skyview
drive-in, Gainesville, Ga.

BOSTON

Joseph Levine, Embassy Pictures presi-
dent, flew to Los Angeles for four days, to
see screenings of two new pictures in which
he is interested, and to set up franchise
arrangements on the coast for “Sins of
IVjmpeii’’ which Embassy is distributing
nationally, with a 150-theatre New England
opening heralded by TV, radio and full-page
advertisements in the Boston Sunday Adver-
tiser. ... A 2,000-car drive-in on Route 114,
off Route 1, in Middleton, Mass., being built
by the Minasian brothers, is scheduled for
niid-.August opening. Drive-ins built by the
Minasians in Reading and Oxford have been

leased by American Theatres Corporation,
but they plan to operate the Middleton
drive-in themselves. Massachusetts Theatre
Equipment Company is installing Century
equipment. The Minasians have also been
granted a permit to build a drive-in at
Leicester, Mass. . . . The Saxon, Fitchburg,
Mass., closed for a month, reopened to good
business with radio spot announcements for
“Strategic Air Command.” . . . Harry Gold-
stein, Allied Artists publicist, was in Boston
for the opening of “Wichita” at the Para-
mount and Fenway, arranging, among other
things, for disc jockey plugs. . . . Dennis J.
Callahan, 80-year-old father of Jerry Calla-
han, Allied Artists Boston sales manager,
died in Faulkner Hospital. . . . “Mike”
Bruno, owner-operator of the Tilton, N. H.,
theatre. Exalted Ruler of the Franklin,
N. H., Elks Lodge, attended the order’s
convention in Atlantic City.

BUFFALO

The Schine Realty Corporation, involved
in an anti-trust suit brought by the U. S.
Government, now is fighting a $2,620 claim
by the Village of Perry for improvements
to a Schine-owned vacant lot in that Wy-
oming county village. The corporation does
not object to a $400 sidewalk assessment,
but refuses to pay $2,220 for a retaining
wall. The lot was acquired several years
ago for a theatre site. . . . Captain Edward
J. Smith, formerly a manager of Basil Thea-
tres in Buffalo, was one of the crew of ten
killed when a gasoline-laden tanker plane
crashed in flames after its takeoff from
Castle Air Force Base in California on July
13. . . . Danny Gill represented Local 10,
lATSE, and Bert Rhyde represented Local
233, Motion Picture Operators Union, at
the District 10, lATSE meeting on July 17
in the Hotel Statler in a special meeting
which had as its main topic the fight against
toll TV. About 150 members of the lATSE
attended this meeting. . . . W. E. J. Martin,
chief barker. Tent 7, Variety Club, an-
nounces that the Variety clubrooms will be
open on Mondays and Saturdays only until
after Labor Day. . . . Tony Mercurio, booker
at the Paramount branch, and his family are
vacationing at Silver Bay up in the wilds
of Canada. . . . Sidney S. Kulick, Bell Film
Exchange, New York City, was in town
conferring with exhibitors on dates for sev-
eral of his new productions. . . . Donald R.
Stevenson, veteran Rochester exhibitor, has
announced plans for Kodak Town’s first
“twin” drive-in — an extension of the present
Starlite outdoorer on West Henrietta Road.

CHICAGO

The I.oop theatre is getting a big re-
sponse from a gimmick idea which has been
conducted in connection with its current
presentation, “Prize of Gold.” Manager Jim
Gorman .said they have been burying cards
on the lake front beaches, and the finders
who present them at the box office receive
such prizes as wristwatches, compacts and
comparable merchandise. Prizes are sup-
plied by the Goldfilled Manufacturers Asso-
ciation. . . . Joe McClain, manager of Alli-

ance Amusement Company’s Skyline drive-
in, is getting along all right despite multiple
injuries suffered in an automobile accident
last week. . . . Pete Panagos and John Doerr
of Alliance are off to visit Seattle Film Row
interests. . . . Waldo Bail of B&I’s adver-
tising department took a trip to Michigan
during his vacation. . . . The Arena theatre,
destroyed by fire two years ago, has been
remodeled by John Manata. hormal open-
ing date of the now up-to-date house is
scheduled for July 29. . . . All construction
work at the State theatre, which continued
to operate during the remodeling period, has
been completed and the grand opening was
to take place July 22. . . . N. S. Barger and
Mrs. Barger returned this week from an
extended trip to the Continent.

CLEVELAND

Top product and aircooled theatres are
resulting in big grosses here. This combina-
tion has had happy results where pictures
played are “Strategic Air Command,” “Not
As A Stranger,” “Davy Crockett” and
“Lady and the Tramp” among others.
“Davy Crockett” has had an unusual history
in this area. It had only a pretty good week
in its first run downtown at the RKO Pal-
ace Theatre, but in all other spots its busi-
ness has been phenomenal. . . . S. P. Gorrell
and Leonard Mishkind who own and oper-
ate five houses in Cleveland and one in
Orrville, have taken a long term lease on
the Community theatre, Cadiz, from Mrs.
Esther Clark, owner of the building. The
new lessees take possession on Aug. 1.
Frank Maley, manager of the circuit’s Orr
theatre, Orrville will also supervise this
latest circuit acquisition. . . . Donald E.
Lefton, son of Albert Lefton, who is finan-
cially interested in several theatres, was
graduated from the law school of Western
Reserve University. . . . The marriage of
Grace Engelbert, of the Warner cashier
department and daughter of cashier Arthur
Engelbert, to Mel Klein of this city has
been announced. . . . Irwin Pollard, of Im-
perial Pictures, was in Detroit to attend the
funeral of the brother of his partner. Jack
Zide, who died suddenly as a result of a fall.

. . . Mary Lou Weaver, secretary to Warner
branch manager. Bill Twigg, was notified
of her new status as grandmother of a little
girl born in Salina, Kansas, to the wife of
her son Staff Sgt. Forrest Weaver, cur-
rently stationed with the Air Forces in
Okinawa.

COLUMBUS

Business continued at high levels with
“Love Me or Leave Me” completing a sec-
ond week at Loew’s Ohio, “Not As A
Stranger” in a second week at Loew’s
Broad and “The Seven Year Itch” earning
a fourth week at RKO Grand. . . . “Lady
and the Tramp” started its run at RKO
Palace with healthy returns. . . . Long fight
to win approval for the construction of a
1200-car underground parking garage at the
State House was won by one vote when the
Ohio House of Representatives voted to
(Continued on opposite page)

MOTION PICTURE HERALD, JULY 23. 1955

(Continued from opposite page)
override Governor Lausche’s veto of the
measure. The Senate earlier had voted for
the measure. When completed, the garage
is expected to provide ample parking for
downtown theatre patrons. . . . Richard
Secord, who has been acting in relief capac-
ity at the Ohio and Broad, has gone to
Dayton, Ohio, to be relief manager of
Loew’s during the vacation of Carl Rogers.
The latter formerly was manager of Loew’s
Broad here.

DENVER

Frank H. Ricketson, president of Fox
Inter-Mountain Theatres, announces these
changes in city managers : Lloyd Boreing,
from Ft. Collins, Colo., to Helena, Mont.;
Sid Page, Helena, to Alliance, Neb.; Lloyd
Gladson, Alliance, to Durango, Colo. ; John
Telia, Durango, to Butte, Mont. ; Dick Con-
ley, Butte, to Billings, Mont., and Robert
Pennock, who went to Helena only a few
weeks ago, returns to his former post at
Ft. Collins, Colo. . . . Frank Carboni, booker
at Republic, moves to Paramount in a simi-
lar capacity, succeeding Lou Kolocheski,
who had resigned. The Republic job goes to
Don Spaulding, shipper at Denver Shipping
& Inspection Bureau. . . . Ralph Staub,
Hollywood cameraman, was here taking
pictures of institutions that receive contri-
butions from the Variety Club. . . . Ray E.
David, city manager for the Black Hills
Amusement Co., Chadron, Neb., is father
to a new seven-pound daughter. . . . Charles
F. Holtzman, from the N. Y. RKO Theatres
office, here supervising redecoration and

renovating of the Orpheum, largest theatre
here. Work to be completed about Aug. IS,
with house operating all the time. . . . Re-
cently organized Chapter 10 of Women of
the Motion Picture Industry is holding their
inaugural and “Bring Your Boss” luncheon
Aug. 2 at the Cosmopolitan hotel.

DES MOINES

Bob Miller of Alton has leased the Palace
theatre at Orange City from Carl Harriman
and has assumed active management. Miller
operated a grocery store and meat market
before taking over the theatre. . . . Employee
week was observed at the Strand theatre in
Creston with a number of activities. During
the week the theatre held a “one-cent night ’
when patrons buying one ticket at the regu-
lar price could purchase a second one for
one cent ; a cartoon and comedy festival,
and the selection of a king and queen for
1955. . . . Color films were taken last week
of some of the patients at Des Moines’ Ray-
mond Blank hospital by Ralph Staub of Los
Angeles, a producer and director. The
scenes will be used in Variety Club’s “The
Heart of Show Business.” Des Moines was
one of 34 cities visited by Staub. . . . Max
Rosenblatt, who formerly served as nian-
ager of the RKO exchange in Des Moines,
has returned to his old post. He replaces
Don Conley, now the manager for RKO in
Seattle, Wash. . . . Irene Lind and Kathryn
Volk of Universal are on vacation. . . .
Mildred Holden’s daugh< :r, Kathleen, is
home from the hospital iollowing her recent
illness. . . . Norman Holt of Warners is
taking a two-week vacation.

DETROIT

Buddy Eields joined the Delbridge and
O’Halloran office as booker. . . . The Lyon,
South Lyon, has been closed by Rex Kinne.
. . . After four years across the river as a
Canadian, Lynn Tuttle has returned to De-
troit to the West Side drive-in booth. . . .
Dick Sloan of the Mercury was winner of
the Buick grand prize at the Variety out-
ing. He turned it over to charity. . . . Sidney
Blumenthal, Film Exchange projection room
partner, married Cara Wigodski. . . . Rich-
ard Hayes has come from the Adirondacks
to take over the Flint-Saginaw territory for
United Artists. . . . Thomas Smale, Van
Dyke projectionist, died late in June. . . .
Secretary Sharon Hunter, from 20th-Fox,
married Irwin Meisel.

HARTFORD

Harry Brandt, the New York theatre
executive, is listed as president of two new
Connecticut amusement corporations, which
have filed certificates of organization with
the Secretary of State’s office at State Capi-
tol here. The new firms are Barvic Theatres,
Stamford, and Poquonock Drive-In, Inc.,
Poquonock Bridge, Groton. . . . Jack Sanson
of the Stanley Warner Strand, Hartford, is
in upstate New York on a vacation. Serving
as relief manager is Joe Miklos of the Stan-
ley Warner Embassy, New Britain. . . . Ted
Harris of the State theatre and Mrs. Harris
have returned from Cincinnati and Louis-
ville. . . . Ray McNapiara, Allyn theatre,
has returned from a Cape Cod, Mass., vaca-
(Contimtcd on follozi’ing page)

BIG CITIES

OR SMALL TOWNS...

'^THEY'RE GOING

ntten

CHICAGO

ROOSEVELT

STANOOUT!

(HELD OVER)

DETROIT

PALAAS STATE

WHAM!

BOSTON

PARAMOUNT

FENWAY

nmn

SAN DIEGO

BALBOA

BOFF!

(HELD OVER)

LONG BEACH

IMPERIAL

SMASH!

(HELD OVER)

EL CENTRO

FOX

6REAT

“Strong juvenile
delinquency drama-
packs lusty wallop!”

^ -HOLIYWOOD REPORnR

DireGted by HARRY ESSEX • Oslnliuted by RLMAKERS RELEASING ORGANIZATION ,

(C oiitiiiiicd from preceding page)
tion. . . . Harold Cummings, formerly man-
ager of E. Loew’s Riverdale drive-in,
\\ est Springfield, Mass., has been namecl
manager of the Smith Management’s
iMeadows drive-in here. . . . Cameron Mac-
kenzie. sales promotion manager of WICC-
Radio and T\ . Bridgeport, since last De-
cember, has been named assistant to Philip
Merryman, president of the two stations.
Mackenzie, at one time, was a business con-
sultant in the T\ , film distribution and
phonograph records field in Xew York.

INDIANAPOLIS

The \ ariet}' Club will hold its annual
golf tournament and outing at the Broad-
moor Country Club Monday. . . . Win. A.
Carroll and Trueman Rembusch are attend-
ing the National Allied board meeting in
Washington this week. . . . “Not As A
Stranger” did turn-away business at Loew’s
over the weekend, manager Howard Ruther-
ford reports. . . . Harry Coleman and W’il-
liam Wunderlich have taken over the Amer-
ican at Evansville from the Fine circuit. . . .
E. L. Ornstein is now buying and booking
for the State at Crothersville. . . . Alliance
closed the State at Terre Haute June 26. . . .
John Jones. \ ariety International repre-
sentative, met with the crew of Tent No.
10 here U'ednesday. . . . Clarence A. Hill,
supervisor of branch operations for 20th-
Fox, was here Wednesday and Thursday.
. . . Reuben L. Chambers is closing the
Jewel at Jamestown on Tuesdays and
Wednesdays this month to install Cinema-
Scope.

JACKSONVILLE

The \ ariety Club will sponsor the city’s
first annual Agricultural and Industrial Fair
at the Gator Bowl November 10-19, and
Fred Hull, iMGM branch manager, has been
named manager of the fair’s midway com-
mittee. . . . Jimmy Biddle, vice-president of
the Motion Picture Exhibitors of Florida,
was here on a booking trip from Jasper. . . .
“Jacksonville Confidential,” a leading week-
ly program of WMBR-TV, starred Leonard
Allen, Paramount publicist, who did a fine
job (July 11) describing the high-level

product coming from Hollywood studios

Paramount men calling on booking offices
were Hugh Owens, vice-president from
New York, and Gordon Bradley, Atlanta
district manager. . . . Other distributors in
from Atlanta were Paul Wilson, 20th-Fox;
James Frew, Universal; and Jimmy Bello,
Capitol Releasing Corporation. . . . Visiting
exhibitors were R. C. Mullis, Cedar Key;
Bob .Skaggs, E. C. Kaniaris and Roy Bang,
all from St. Augustine; Ed Roberts, Gaines-
ville; Red Tedder, Palatka; and Bill Lee,
Keystone. . . . Two suburban houses, the
Eflgewood and San Marco, have been suc-
cessful in maintaining single-feature policies.

. . . The Brentwood theatre, managed by
Bob Greenleaf, has been converted to Cine-
maScope, which means that all local theatres
are now equipped with wide screens.

KANSAS CITY

Film Row is contributing the only woman
canrlidate for municipal office in northeast
Johnson County — Mrs. Hazel LeNoir, run-
ning for the city council of Roeland Park.
Mrs. LeNoir, now with National Theatre
Supply, was for many years with the Dick-
inson circuit at Mission, Kans. Her husband
died five months ago; anrl neighbors urged
her to run for the council. Her only oppo-

nent withdrew, saying it might be a good
thing to have a woman on the council. Thus,
her election is fairly sure. . . . Drive-ins near
Kansas City have settled down to a fairly
steaciy summer schedule — most with three
features. . . . "Rhoden Week.” the annual
drive by Fox Midwest theatres, had first-
rate results which — on the whole — were
better than last year. . . . First run theatres
in Kansas City, and a few of the larger
subsequent runs, are doing as well as or
better than at the same time last year, but
smaller theatres are lagging. The hot weath-
er, with temperatures in the 90’s, helped
larger houses, but small houses, even when
airconditioned, lost ground. . . . The Kimo
holds "Forbidden Games” for a third week.

LOS ANGELES

In town for his monthly buying and book-
ing stint was George Diamos, of the Tri-
Delta Amusement Co., Ariz. . . . Celebrating
his 65th birthday was Carl Young, who
operates the Empire theatre here. ... In a
gin-rummy contest held at the Variety Club
rooms in the Ambassador Hotel, Ben Pes-
kay, Popkin and Ringer theatres, won first
prize. Bernie Wolfe, National Screen, took
second prize. Third prize was captured by
Leon Blender, Realart manager, while
fourth place was taken by I. Berman, of the
Berman Theatres. . . . The Sierra Madre
theatre, which was darkened by Harold
Stein two months ago, has been reopened
by Stein, who plans to continue operating
the house. . . . Making one of his rare visits
to Film Row was Hap Simpson, veteran
exhibitor, who manages the Granada thea-
tre in Wilmington. . . . Off to New York
on a two-week vacation was Gloria Barlow,
W^arner Bros, stenographer. . . . The San
Gabriel drive-in, 30th drive-in to be un-
veiled by the Cal Pac chain, had its grand
opening on July 13.

MEMPHIS

The Memphis Board of Censors has re-
fused to take a second look at the film, "City
Across the River,” which was banned about
five years ago and was shown in the city
across the Mississippi river from Alemphis
— West Memphis, Ark. . . . Richard C. Set-
toon, branch manager of Universal-Inter-
national at Memphis, had requested the cen-
sors to see “City Across the River” again.
. . . The Strand at Memphis is showing
Universal-International’s “Foxfire,” and
Loew’s Palace is showing the 20th-Fox film,
“The Seven Year Itch” for a second week.
Both did twice average business to set the
pace for Memphis first runs. . . . First run
business, generally, was above average.
Malco had 50 per cent above average with
a second week of the 20th-Fox film, “Daddy
Long Legs,” and Loew’s State had the same
result with MGAI’s film, “Interrupted
Melody.”

MIAMI

Walter Klements, manager of the Mayfair
Art, was taking his family to the mountains
of North Carolina to enjoy a six-week vaca-
tion. . . . Television station WTVJ and its
affiliate, Reela Films Inc., are cooperating
with the University of Miami on a summer
television institute to enable 50 selected
registrants to obtain practical and academic
training. The course is for adults already
active in teaching, radio work, theatre, pub-
licity and advertising. . . . Frank Maury,
managing director of the Miracle, is on
vacation for three weeks. . . . Miami saw

stars recently, but only briefly as the actors
and actresses for the Paramount production
of “Magnificent Devils,” also listed under
production as “The Proud and the Profane,”
stopped over between planes. Puerto Rico
and the Caribbean area is skedded for loca-
tion and William Holden, Deborah Kerr
and Thelma Ritter are in the cast. Execu-
tives include producer William Perlberg and
director George Seaton. . . . Tom Connor,
retired MGM executive, was a recent Miami
visitor. . . . The Empress was the vacation
address of Harold Grossman of Cinerama
enterprises.

MILWAUKEE

Jerry Gruenberg is now buyer for the
L. F. Gran Enterprises, Inc., which has
just taken over the Oriental and Tower
theatres under the corporation name of Kent
Theatres, Inc. . . . Doug Taussig, exploita-
tion man from Columbia, has been in town
helping to set up a campaign for “It Came
From Beneath the Sea” and “Creature With
the Atom Brain” which opened at the Al-
hambra theatre July 20. H. Olshan, branch
manager, announced that these two pictures
are playing in over 70 key theatres in a
period of two weeks. . . . Two of the Martin
Thomas theatres have closed. They are the
Rex at Iron Wood and the Range at Hurley.
. . . The United Artists exchange has broken
all booking records in the recent weekly
U.A. Drive. . . . Floyd Albert, Mount Horeb,
was in town for booking and to see 20th-
Fox’s “House of Bamboo.” . . . Elvah
Swainston, cashier at Republic, is on vaca-
tion at Hancock, Wis. . . . Nat Nathenson
was here with his family to attend the All
Star game.

NEW ORLEANS

Carl Jones and Edward Goss will reopen
the Kay at Farmersville, La., which was
closed a year or so ago by R. W. Everett,
owner of the Strand in that town. The new
management will take over August 2. . . .
Joe Pentard closed the Star, Lafayette, La.,
for extensive remodeling and conversion to
CinemaScope operation. Reopening is sched-
uled for latter part of September or early
October. . . . Mrs. Ray Fleming closed the
Ray’s, Iowa, La., until further notice. . . .
Roland Hoffman of Dixie Theatres advised
Transway that the Varsity, Baton Rouge,
La, will be closed from July 31 through
September 10. . . . Mr. and Mrs. Alex
Gounares closed the Oakdale. iMobile, Ala.,
after two months of operation. . . . Ralph
Reid, Exhibitors Poster Exchange, treated
his family to a two-week motor excursion to
Georgia and Florida, while Harold Sham-
bach, Joy’s Theatres office manager, spent
his vacation with his family in Colorado. . . .
A beauty contest is underway in Locke
Bolen’s Alabama theatres in Jackson, Thom-
asville and Grove Hill. The winner in each
town will receive a one-week, all-expense-
paid trip to Florida. . . . Mary Morris, Para-
mount’s cashier, and her son Bobby vaca-
tioned in New York. . . . A1 Johnstone,
president ; E. L. Beaud, business agent, and
W. L. Breitenmoser, chairman of board.
lATSE, Motion Picture Machine Operators,
local 293, attended the district meet in Chat-
tanooga, Tenn.

OKLAHOMA CITY

Mr. and Mrs. R. Lewis Barton, Barton
Theatres, have gone to Washington, D. C.,
on a business trip. . . . “Lady and the
(Continued on opposite page)

MOTION PICTURE HERALD. JULY 23. 1955

{Continued from opposite page)
Tramp” opened at the Center theatre July
14, to tlie delight of the children who could
hardly wait for the opening at 12 o’clock.
. . . "Davy Crockett” was shown at both
the May and Will Rogers theatres July 14
through July 16. . . . Lewis Barton, Barton
Theatres, has built a group of new business
buildings in the 400 block, West Commerce.
One of the structures houses a new store for
the O. K. Furniture and Rug Co. . . . “Battle
Cry” is showing at four drive-in theatres
here this week. . . . Ray Sikes, Lubbock,
Texas, will become resident manager of
Hobart, Oklahoma’s three \hdeo theatres,
James H. Rush, present manager, announced.
The change took place July 10. Rush was
transferred to management of theatres in
El Reno, Okla.

PHILADELPHIA

Loew’s, Inc., made settlement for the Film
Exchange Building, two-story air-conditioned
office building at 2-14-52 No. 13th Street for
$185,000. The building will be used as the
MGM film exchange at the expiration of the
present lease with RKO Radio Pictures, Inc.
. . . Mel Paskman, manager of the Byrd, has
joined with Tina Jaye in opening a theatri-
cal promotion and personal management
office in the Shubert Building here. . . . Neil
Conway, manager of the Riviera, Scranton,
Pa., instituted a new summer policy geared
to youngsters. Called a “Kiddie Summer
Bonus,” and continuing on Fridays, Satur-
days. Sundays and ^Mondays until October,
it offers two serials along with the regular
double feature. . . . The Comerford chain is
opening a new drive-in on Route 611 between
Harrisburg and Scranton, Pa. . . . The Scavo
Amusement Company, Wilkes-Barre, Pa.,
opened a new open-air theatre in that area,
the Oak Hill drive-in. . . . Theatre closings
in the area included the Strand, Kutztown,
Pa. ; the Orient, Scranton, Pa., and the Lark,
Larksville, Pa. . . . The Stanley Warner’s
Hi way in suburban Jenkintown, Pa., is
slated to reopen next month. . . . The Sky,
Middlesburg, Pa., is now being serviced for
its booking and buying by Allied Motion
Picture Service here. . . . The Newport,
Newport, Pa., was reopened by Robert A.
Moore, who also operates the Kanon, Dun-
cannon, Pa. . . . Tri-State Buying and Book-
ing Service here will handle the booking and
buying for the new Deer Lake drive-in,
Pottsville, Pa., which is scheduled to open
on August 1, and is handling now the
l\lotor-Vu, Berwick, Pa.

PITTSBURGH

“The Malta Story,” which has been on
and off the Squirrel Hill booking chart for
almost a year, will follow “The Great Ad-
venture in that art house, which has plaved
all of the Alec Guinness previous pictures
with resounding success. . . . “Wichita” at
the Harris theatre was the only new open-
ing this week, with all of the downtown and
art houses holding over their product.

Art Manson, Cinerama publicist, visited
.Akron. Canton and Massillon, O., in behalf
of the Stanley W’arner film, now in its 22nd
week locally. . . . Charlie Eagle, veteran
Stanley manager, and his wife are vacation-
ing in Kentucky, visiting her 90-vear-old
mother. . . . “Not .As .A Stranger’’ finally
reached the Penn. . . . “AMu’re Never Too
A oung,” the Martin-Lewis comedy which
marks the debut of Pittsburgh’s Alitzi
(Steiner) McCall, also set for the Penn
following “Stranger.”. . . Jack Webb gets
here .Aug. 20 to plug his picture.

PORTLAND

Judy Garland is in town with her big
show and then heads for tour of other
northwest cities before returning to Holly-
wood. . . . Evergreen’s Oregon district man-
ager Russ Brown has been appointed to an
executive post in the Fox West Coast Thea-
tre office in Los .Angeles. Fox theatre man-
ager Oscar Nyberg takes over Brown’s
post. . . . Hildy Peterson, NW Releasing
Corp. branch manager, was feted at a sur-
prise luncheon by other l^'ilm Row personnel
in honor of 10 years’ service on Film Row.
. . . Paramount branch manager Wayne
Theriot flew to the New York office for a
week of administrative observation. . . . Dick
Colbert took over as branch manager here
for U-I, replacing Ernie Piro. Barney Rose,
western sales e.xecutive for U-I, was here
ro break in Colbert. . . . Evergreen president
William Thedford was in town for a few
days. . . . Dick Newton reports that his
3.400-seat Paramount theatre was completely
filled to capacity on Saturday night for
“Not As A Stranger.” This is the first time
the ropes have been used since the war.

PROVIDENCE

Robert E. Hoye, a native of Warwick,
R. L, and a graduate of Providence College
in the class of 1953, was recently appointed
manager of the Hope, neighborhood house,
a Lockwood & Gordon enterprise. Hoye
was formerly an assistant at the Avon
Cinema before going to South Weymouth,
Mass., as manager of the Cameo there.
Alore recently he has been on the faculty of
St. John’s University in Brooklyn, N. A'.
. . . Dave Levin, RKO Albee manager, re-
cently staged a puppy-naming contest as
part of an exploitation program heralding
the presentation of “Lady and the Tramp.”
A thoroughbred cocker spaniel puppy was
obtained from the Gay-Day Kennels. Entry
blanks were available at the theatre box
office only, and a steady stream of contes-
tants kept attendants busy. . . . Willard
Alathews, Alajestic manager, virtually took
over the amusement advertising page of the
local papers with spectacular announce-
ments before the screening of “Land of the
Pharaohs.” . . . Willard E. Binford. for over
50 years identified with Rhode Island news-
papers, recently died after a long illness.
Having handled the advertising of virtually
every theatre in the state at one time or an-
other, for the various papers he represented,
Binford was well known among all theatre-
men. . . . Robert F. .Aiken, Airman 2 'c,
having recently graduated from Radar-
Electronics School, Keesler .AFB, Bilo.xi,
Aliss., has been transferrel to Orlando .AFB.
Florida, for advanced training. .Aiken was
chief-of-service at the RKO .Albee before
entering the service.

ST. LOUIS

The Woodlane drive-in theatre, Waynes-
ville, AIo., had its gala opening recently and
the merchants of the city got together and
ran a full page advertisement in the Waynes-
ville newspaper congratulating the manage-
ment. . . . Harry J. Nash, proprietor of the
Ritz theatre, California, AIo., has just com-
pleted fifty years in show business. . . .
The Canton theatre. Canton, Mo., is spon-
soring a Birthday Club for all children in
Lewis County under fifteen years of age. .A
pass to the theatre is sent to every child
on his her birthday. . . . James Mario, own-
er of the Liberty theatre, Murphysboro, 111.,
is having the theatre repaired.

TORONTO

Kenneth \’. Cooper, formerly Ontario
sales chief for .Associated Screen News, has
taken over the post of public relations and
advertising director for the company. Jack
Chisholm, now head of the Ontario sales
dejiartment and Toronto production unit,
formerly held the post. Cooper will also be
responsible for theatre trailer sales, moving
to .Montreal. . . . George D. Koppehnan was
appointed acting branch manager of the
.Saint John branch of the J. .Arthur Rank
Film Distributors (Canada) Limited, filling
the vacancy created by the death of Graydon
Alatthews. . . . Appointments of Rejiublic
sales representatives in three exchange terri-
tories were made by the J.ARO organiza-
tion. In Montreal, Bert Franks, who re-
signed from Empire-Universal, was ap-
pointed; in Calgary, Reg Doddridge takes
over, while Ralph Zelickson, who resigned
from International Film Distributors in
Calgary, to take on the new post. . . . Rich-
ard Todd, who shares star hilling in WB’s
“The Dam Busters” with Alichael Red-
grave, will attend the local premiere, then
afterwards he is going to Montreal aiul
also to Ottawa.

VANCOUVER

Famous Players has announced the clos-
ing of five theatres of the chain in A'ancou-
ver. .All are suburban theatres. . . . With
the closing of the five, a total of nine FPC
theatres have closed in the past few months.
. . . AActor Tombe. former manager of the
A’ictoria Road, has resi'gned to go into an-
other business. . . . Frank McKenzie, former
manager of the closed Paramount in New
Westminster, is acting as relief manager for
the summer. . . . Bingo is showing up as
new competition for the amusement dollar —
with playing nightly in halls in this area
and keeping former patrons away from thea-
tres. . . . Lou Segal, International Film
Distributors manager, is the father of a
baby girl. . . . Fred Stone, manager of Sov-
ereign Films, and his family are on a holi-
day at Birch Bay, Wash. . . . Ivan .Ackery,
Orpheum manager, is on a fishing vacation.
. . . Herman Goldberg. W.B. purchasing
and construction manager, who was here for
the past month from New A’ork to supervise
the moving of Warners to the new film
building where the company is located in
this city, has left for California.

WASHINGTON

.Audie Murphy was a Washington visitor,
for a private press showing of “To Hell and
Back” at the Motion Picture .Association.
. . . Senator .Alben Barkley was scheduled
to be an honor guest at an invitational show-
ing July 19 of “The Kentuckian” at the
Ontario" theatre. . . . A’ariety Club secretary
Dorothy Kolinsky is on vacation. . . . The
AA'omen of the Alotion Picture Industry, a
national organization, now has an official
Washington unit. Lucille Traband. United
.Artists booker, is president. . . . The .Alex-
andria. A'a.. City Council turned down a bid
for a drive-in theatre. Several citizens asso-
ciations in the neighborhood of the proposed
theatre objected on the grounds that it
would result in traffic congestion and that
the lights and sound would be a nuisance.
The .Alexandria .Amusement Co. had made
the recjuest to build the theatre, at a cost of
$250,000. . . . Chief Barker .Alvin Q.
Ehrlich, of Tent 11, has set up his advertis-
ing committee for the 20th annual dinner
dance program.

MOTION PICTURE HERALD. JULY 23, 1955

Iteds Bloch
Shotvings in
l^est Beich

BERLIX : Xot only have officials of East
Germany failed to make good their promises
to import high quality international films,
but their bureaucratic machinery is block-
ing the showing of various important West
German films, according to a recent broad-
cast in Berlin transmitted by the Voice of
America.

Although Johannes R. Becher, Minister
for Cultural Affairs, promised East Ger-
mans a year ago that “all good West Ger-
man and foreign films” would be shown in
the Soviet zone. Mr. Becher’s own ministry
since has banned "Gone With the Wind”
and "Captain Lightfoot.” The Soviet zone
motion picture industry is handicapped by
its eft’orts to exploit all films for propaganda,
and will not show any films, like the two
named above, from which all “ideologically
dubious" passages cannot be cut.

Before showing in East Germany foreign
films must be reviewed by a board composed
of members of the main film administration
in the cultural affairs ministry, representa-
tives of the Central Committee and the
Progress Distribution Agency. The latter,
which holds the monopoly for film distribu-
tion in the Soviet zone, has limited the run-
ning time for pictures from the west to a
total far below public demand.

E. R. Slocum to Direct
New Oklahoma Association

OKLAHOMA CITY: E. R. (Red) Slo-
cum of El Reno has been named executive
director of United Theatre Owners of Okla-
homa, the state’s new exhibitor unit, or-
ganized last month when Theatre Owners
of Oklahoma and Allied Theatres of Okla-
homa consolidated. He assumed his new
duties when the organization opened an of-
fice here this week at 20 North Lee Street.
Mr. .Slocum is a partner of Video Inde-
pendent Theatres, Inc., El Reno and is turn-
ing the management over to James Rush
of Hobart. However, he will continue to
own his interest in the theatres. He had
been director of Theatre Owners of Okla-
homa for eight years.

Fox West Coast Names Brown
New Ad-Publicity Director

PORTLAND, ORE.: Russ Brown, Oregon
district manager for the Evergreen Circuit,
last week was promoted to advertising and
publicity director for Fox West Coast Thea-
tres with headquarters in Los Angeles. He
will work under Edwin F. Zabel, western
general manager. Oscar Nyberg, manager
of the Fox theatre here, succeeds Mr. Brown
as Oregon district manager in charge of
two theatres in Eugene, two in Vancouver,
in addition to the new Fox, Orpheum and
Hollywood in Portland. The circuit's Ori-
ental here is temporarily dark.

Eric Johnston, MPAA president, will
visit India and Pakistan in the fall. He
will work on ways to expand U.S. film
markets in those countries and other parts
of the Far East, according to an MPAA
official.

H.\rold J. Fitzgerald, prominent Milwau-
kee exhibitor, was president of this year’s
Civic Progress Commission, sponsors of
the city’s All Star Festival, July 10-17,
designed to call attention to Milwaukee’s
“prominence as a great place to live,
work, play and worship.”

Dave Golding, director of advertising and
publicity for Samuel Goldwyn Produc-
tions, and Barbara Cowley, secretary to
Max Youngstein, U.A. vice-president,
were married last weekend.

Lionel Clyne, sales manager for Republic
Pictures International of Great Britain,

Reade Announces Changes in
Ad-Publici+y Department

Walter Reade, Jr., president of Walter
Reade Theatres, this week announced the
appointment of Albert Floersheimer, Jr ,
director of advertising and publicity for the
circuit since 1947, as general manager of
the catering department, replacing James
Loeb, who resigned. Sheldon Gunsberg, who
joined the Reade Circuit last fall as di-
rector of specialized theatre activities, will
replace Mr. Floersheimer in addition to con-
tinuing his regular duties.

"Thief" Premiere in
Philadelphia August 2

The world premiere of Alfred Hitchcock’s
“To Catch a Thief” will be held at the
Trans-Lux theatre, Philadelphia, August 2,
for the benefit of the Woman’s Medical Col-
lege of Pennsylvania. Grace Kelly, who co-
stars in the film with Cary Grant, will be
guest of honor. Mrs. Lois Mattox Miller,
chairman of the College’s national board, will
also serve as chairman of the benefit. The
premiere will be followed by a supper-dance
at the Drake Hotel.

Viano Asks $10,500,000 in
Four Boston Trust Suits

BOSTON : Four separate anti-trust actions
have been filed in the U.S. District Court
here against the majors and some exhibitors
in suits totaling $10,500,000 in damages.
Theatres seeking damages are owned and
operated by Arthur Viano and include the
Teele Square theatre, the Broadway and
Somerville, all in Somerville, and the Re-
gent theatre, Arlington. Exhibitor defen-
dants are American Theatres, New England
Theatres, University Theatre, Inc., Loew’s
Boston Theatres Co., RKO Keith Orpheum
Theatres and Keith Massachusetts Corp.

arrived in the U.S. this week on the first
part of a trip awarded as prize in the
Herbert J. Yates 45th Anniversary Drive.

James Tobin, manager of Stanley Warner’s
Warner, Bridgeport, has been named act-
ing district manager for Massachusetts
and upstate New York, during the ab-
sence of Joe Liss, recently injured in an
automobile accident.

Dick Smith, Arizona district manager for
Fox West Coast Theatres, is the new
president of the Phoenix Chamber of
Commerce.

Harry Odell, prominent Hong Kong dis-
tributor-exhibitor, who has been in Holly-
wood and New York for talks with Allied
Artists executives, left the U.S. this week
after a two-months visit. He will go to
Puerto Rico and Europe before returning
home.

Boll JVames
Bue July 27

The first nominees for the national elec-
tion of COMPO’s Audience Awards Poll
will be made public at a luncheon July 27
at the Beverly Hills Hotel, Hollywood,
Elmer C. Rhoden, national chairman, an-
nounced this week. He said the luncheon
will be attended by approximately 300 per-
sons representing the Hollywood press, in-
dustry leaders and exhibitors.

Meanwhile Harry C. Arthur, Jr., chair-
man of the Audience Awards committee for
Southern California, has called an all-indus-
try mass meeting at the Boulevard theatre,
Hollywood, to be held August 2. All film
exchange personnel will attend and all ex-
hibitors aie urged to bring their entire
staffs.

Mr. Rhoden will speak for the exhibitors ;
Y. Frank Freeman, vice-president of Para-
mount Pictures, will speak for the producers,
and Ronald Reagan will speak for the Ac-
tors Guild. Other prominent industry rep-
resentatives also will be present.

"Splendored Thing" to Open
In New York, Singapore

“Love Is a Many Splendored Thing” will
have simultaneous world premieres at the
Roxy theatre. New York, and in Singapore
in late August, it was announced by 20th
Century-Fox. The film has an Oriental
background and much of the filming was
done in the Singapore area. The two open-
ings of the CinemaScope production will
receive world wide press, television and
radio coverage, according to the company.
The picture stars William Holden and Jen-
nifer Jones, was produced by Buddy Adler
and directed by Henry King.

MOTION PICTURE HERALD, JULY 23. 1955

An International Association of Motion Picture Showmen — Walter Brooks^ Director

ttlaiHf Cities Ate "“The t^eclme ”

Recently, a metropolitan news-
paper published a series of articles
on “The Flight to the Suburbs’’
which attracted attention in other than the
areas directly concerned, because the trend
is clearly established and now recognized
as part of our present growth and change.
People are moving out of town to live, and
staying out of town to shop.

A by-line writer in the business section
of The New York Times says retail mer-
chants now have the pressing problem of
how' to hold business in downtown stores.
For years, they have been pursuing their cus-
tomers into the suburbs — now it’s past the
hand-wringing stage, and these business men
have taken the lead to revitalize downtown
areas. The program consists of the reno-
vation of facilities, improvement of traffic
conditions — and selling the public on the
advantage of coming downtown.

Aggressive promotion, cooperative adver-
tising, special campaigns — that sound sus-
piciously like our own brand of showman-
ship— are expected to swing a certain
percentage back to their old habits, if they
do not turn the tide. City-wide programs
cost hundreds of millions of dollars, and are
now underway in Pittsburgh, Baltimore,
Dayton, Rochester, Detroit, Chicago, St.
Louis, Hartford, Dallas and elsewhere.
That’s large scale promotion to save “down-
town’’— and the identity of the city.

These changes are especially noticeable
to students in our business. The super-
cinema of the 1920’s is a problem theatre,
today. The small, or average-sized theatre
in suburban or rural areas should be in line
for new recognition in film industry. All
the old complaints about small situations
could now be revamped with new complaints
about larger ones. Even “clearances” are
out of date, since the public have learned
they can wait for twenty years, to see a pic-
ture on television, and still like it.

There is a community interest in this
matter that concerns the theatre manager
from the outset. Many Round Table mem-
bers have utilized return-trip bus fares,
through cooperative deals, and parking-fee
deals, to help their customers get downtown
and enjoy the theatre, even when it’s against

SELLING WITH TV

Several years ago, Leonard Goldenson,
speaking at an AMPA luncheon which served
as a reunion of Quigley Grand Award win-
ners and the presentation of plaques to
new winners for the year, said that tele-
vision was entree to (then) thirty million
homes with the best advertising of motion
pictures It was possible to show, literally a
showmanship "trailer" for upcoming attrac-
tions, right In their own living rooms. Now,
It's 36,000,000 homes, and next year. It will
be 40,000,000. The television trades have
done us a favor by using all the ancient
films they could lay their hands on, and ac-
centing the difference between our new di-
mensions and the narrow limitations of
their small screen and lack of color.

Now, we can anticipate that television
In the home will continue to sell motion
pictures in theatres because It will merely
bait the public Interest, whet their appe-
tites for superior film fare, and create
new audiences who will "go out to the
movies" — some that never have before.
Mr. Goldenson was responsible for bringing
"Disneyland" to ABC-TV, and by doing so,
he has surely found a greater audience for
Walt Disney's products and by-products
than has been known In the past. "Davy
Crockett" Is a fair example of how
"sampling" on TV can build audiences for
theatres that follow. Ivan Ackery reports
that he had 30,000 children at the Or-
pheum theatre, Vancouver, to see "Davy"
— and that exceeds any previous records.
In a city noted for showmen. The young-
sters were "sold" up to their coonskin caps
by the national pre-selling contained In
the "Disneyland" television programs.

the traffic. In fact, jmur business partners
along Main Street, anywhere in any town
of any size, will welcome the showmanship
and promotional effort which you bring to
them, in solving a problem of mutual aid
and benefit.

^ BOB WILE, in the Ohio bulletin for
Independent Theatre Owners, manages to
make a doleful story out of a piece in the
July 4th issue of TIME magazine, regard-
ing “Automation on the Farm.” But we
think that anyone who reads the whole arti-
cle will get a different viewpoint. We know
farms, and small towns, and they have never
' been more prosperous. The days of the
“small farm” are ended, but it was a labor
problem, and nothing else. You couldn’t get
a hired man, or a tenant farmer, worth his
salt. So, farmers went in for mechanization,
and they combined small farms into larger
acreage. It’s true that the average Ameri-
can farm is growing food enough for 17
persons today as compared with 10 persons,
twenty years ago, but it’s a necessary thing,
and they prosper accordingly. It’s true that
“in Iowa’s Shelby County, 138 farmhouses
stand abandoned in the midst of fertile,
machine-tilled acres,” but the land itself is
producing more, and the farmer is now til-
ling from two to four times his former
holdings, with consequently-mounting profits.
Population has increased, and more people
have more money to spend today, than
formerly.

^ GOVERNOR HARRIMAN says he is
going to do something to restore motion
picture and television production to New
York, but from past experience, we know
any such intention from high places should
be viewed with qualms, or at least, qualifi-
cations as to the quantity and quality of re-
sults expected. The last time, in our mem-
ory, was when the late Mayor LaGuardia
launched a similar drive. We were then
established at the Astoria studio, doing a
public relations job towards that end. The
Mayor brought in some of his experts as
“consultants” — and the unexpected hap-
pened. We had over $2,000,000 in signed
contracts for future production in New
York. When the “consultants’’ finished their
contribution to the end result, all of this
production was diverted to Hollywood, and
Western Electric Company gave up their
occupancy of Eastern Service as a rental
studio in this area. — Walter Brooks

MANAGERS’ ROUND TABLE SECTION, JULY 23, 1955

BANNERS ON BROADWAY provide ballyhoo for "Not
As A Stranger" at the Capitol theatre, and a welcome for
the influx of summer visitors to the Gay White Way.

Times Square^ N. Y.

"The Lady and the Tramp" enjoy dinner
at Leone's — our favorite Italian restau-
rant in New York — as part of promotion
for the picture, inspired by Isabelle
Austin, advertising and publicity director
for the Roxy theatre. The menu consisted
of bones, spaghetti and ice cream, just
as it is in the script.

The Summer Festival is
kicked-off, in front of
Loew's State theatre at
45th and Broadway, as Si
Seadler, advertising direc-
tor for MGM, Ernest Emer-
ling, advertising and pub-
licity director for Loew's
Theatres, and Oscar Doob,
theatre executive, look on.
Oscar is avoiding the glare
of the bright lights with the
dark glasses.

Deputy Commissioner
Nolan, President of PAL,
presents prizes to winners
in "The Lady and the
Tramp" pet show, with 150
entries, including the pet
rooster, who got in the pic-
ture, at left.

Sheree North, star of
"How To Be Very, Very
Popular" launches a
safety campaign, and
promotion for the next
attraction at the Roxy
theatre, with a placard
posted on a Broadway
corner.

Shirley Yamaguchi,
Japanese star of "House
of Bamboo" sees Broad-
way and her billing at
the Mayfair theatre,
wi th Harry Goldstein,
advertising director for
Brandt Theatres.

MOTION PICTURE HERALD, JULY 23, 1955

owmen in

^^cli

Smoke signals, drifting over the Rockies
and across Canada, have brought inklings
that Ivan Ackery was selling plenty of pop-
corn to papooses, out in \’ancouver. Now
comes confirmation, by more direct methods
of communication, and it seems that the
Orpheum theatre played to over 30,000 chil-
dren, for \\'alt Disney's ‘‘Davy Crockett” —
and broke all records for purchases at the
concession counters.

The other day, somehody sent us a little
silver bugle, to wear in a coat lapel but not
to play. Now comes a mighty attractive
folder from Warner Brothers on the new
Jack Webb picture, “Pete Kelly’s Blues” —
which opens through a slot in a sinister
door, and includes a 78-rpm plastic record-
ing with a sample of the sound track, so
you can hear that bugle.

▼

A. J. Benya, manager of the Magnolia
theatre. New Albany, Miss., sends snap-
shots of his active displays for “Davy
Crockett” — and says he made tieups with
local five-and-ten-cent stores to provide win-
dow displays of merchandise. His special
matinee on a Wednesday drew more chil-
dren than the Saturday show, plus many
adults, which only goes to prove a point.

Louis Lutz, manager of the 6-Mile Up-
town theatre, Detroit, sends tear sheets of
his suburban newspaper to show a fine co-
operative spread, sponsored by neighborhood
merchants, to celebrate the new refurbish-
ing program at the theatre.

▼

Area doctors and their wives were invited
to an advance screening of "Not As a
Stranger” by Morris Rosenthal, manager of
Loew’s Poll theatre, New Haven, Conn.,
and their mixed comments were puhlished
in a newspaper story.

Jack Hamaker, city manager for Fox-
National theatres in Spokane, Washington,
has the neatest trick of the week. He has a
deal with a television repair man, so when
he picks up a "dead” set to take it back to
the shop, or knows that any set is out
of order, he issues a pass to the Fox. Or-
pheum or State theatres, stamped with an
expiration date when he expects to have the
set working again.

“Doc” Clarence Morris, owner of the
Morgan theatre, Morgan, ]\Iinn., is passing
out “prescriptions’’ to his patrons — sugar
pills which he advises you to dissolve in
water for 2^ hours, go to the movies in
the meantime, then return and see if you
don’t feel so much better you can throw the
pills away.

▼

Bob Bothwell, manager of the Liberty
theatre. Great Falls, Alontana, is credited
hy Stan Brown, of National Theatres Cir-
cuit with the issue of a “Alerry Xmas”
folder, describing his plans in advance for
Christmas shows — in July, yet ! Well, may-
be the seasons change faster in Montana,
or the climate is more conducive to these
ideas, but right now, it’s 92.8° in New York,
and we're going home, where we can be
calm, cool and collected.

Erv Clutnb^s
Biff JEeicome
Eor **Bavff^^

Ervin dumb, manager of the Riverside
theatre, in Milwaukee, worked out one of
his biggest newspai)er promotion lieupN
with the city-wide welcome for “Davy
Crockett” — with one extra page of publicity
pictures of local youngsters celebrating the
arrival in town of "The King of the Wild
Frontier.’’ The Mihmiikce Sentinel, for the
first time in its history, devoted a full-page
to a scene from the picture, captioned with
verses from the song.

Gimbels had a special eight-page advertis-
ing section in the Milwaukee Journal, with
the front page consisting of a two-color
advertisement for the theatre, sponsored by
Columbia Records, and the other seven pages
all devoted to “Davy Crockett” Alerchan-
dise, on sale in their store. Gimbels had
two windows right across the street from the
Riverside Theatre, and also other merchan-
dising displays as “The Davy Crockett
Trading Post” — illustrated below. A spe-
.cial series of “Davy Crockett’’ sayings, each
illustrated with a scene from the film, ran
for nineteen days in local papers, as advance
publicity. This is “Issued hy IVIirror En-
terprises, copyrighted by Walt Disney” —
so it is apparently syndicated.

Erv also promoted window space and
tieups with the Boston Store, and Schus-
ter’s, as well as 25 record stores through
window and counter displays. Local disc
jockeys gave the occasion ample play, and
the front of the theatre was trimmed to
the hilt with “Davy Crockett” pictorial art,
made from poster copy.

Matt Saunders made a street banner,
strung across in front of Loew’s Poli thea-
tre, Bridgeport, Conn., using that windswept
pose of Marilyn Monroe in "Seven Year
Itch” — up there where the breezes blow.

Henry Cohan, manager of the Dixwell
Playhouse, New Haven, Conn., started plans
for a Eresh Air Fund benefit at his rheatre,
and when Dr. Jacob B. Fishman, president
of the Fishman chain, heard of the idea, he
immediately volunteered all four theatres of
the circuit.

Fred Quatrano and John Sirica of the
\\ atertown. Conn., Drive-In theatre, give
explicit directions to reach the theatre in
their newspaper ads.

Joe Miklos, manager of the Stanley War-
ner Embassy theatre. New Britain, Conn.,
advertised a “Davy Crockett” singing con-
test and fashion show and free comic books
to all.

^ Kv«nide

“Rveoler

httUBT w

Ray IMcNamara, manager of the Allyn
theatre, Hartford, Conn., mailed invitations
to 500 selected names for a sneak preview,
without revealing that the picture to be
shown was “We’re No Angels.”

THIS IS GIMBELS — in Milwaukee, But if might easily be "The Davy Crockett Trading
Post" in twenty thousand other towns — a counter given over entirely to merchandise
inspired by the newest and most popular character in song and story, on the screen and
on the air-waves. You'll find one around the corner from your box-office, and remember
— it got there under its own power. Ali you have to do is to go looking for the
sponsorship that's waiting.

MANAGERS‘ ROUND TABLE SECTION, JULY 23, 1955

^eiilna

ina ^y^ppmaCi

SEVEN YEAR ITCH — 20th Century-Fox.

CinemaScope, in color by De Luxe, Marilyn
Monroe and Tom Ewell in a motion picture
version of the three-year Broadway stage
sensation, still running after more than 1000
performances. Now on the screen, and
aimed for even greater success. The most
thoroughly pre-sold attraction of the year.
It’s an III wind that doesn’t blow Marilyn
some good. That skirt-blowing pose has
been front-paged around the world, but it
wouldn’t offend your maiden aunf. In actual
fact. And it attracts plenty of attention.
24-sheet and all posters are Marilyn with
her skirts a'blowing. Newspaper ad mats all
similar to the point of saturation. Likewise
for the two-color herald from Cato Show
Print. But, after all, it’s the trademark of
this particular picture — and you’ll not be
using It again, nor anywhere else. A few
hundred million people have already seen
it, so remind ’em. You can find newspaper
ad mats of this pose, up to full-pages, and
in every variation, except different. But
seriously, folks will have to admit that
Marilyn has talent, and interesting quali-
ties besides her snuggles. Selling approach
on this picture pretty well simmers down
to putting out a standee, or a poster, or
a 50-foot blow-up, or otherwise using what
all of the newspapers, magazines and other
opinion makers have generally accepted as
the picture's trademark.

THE COBWEB— MGM. CinemaScope, In
color. Richard Widmark, Lauren Bacall,
Charles Boyer, Gloria Grahame, Lillian
Gish, with an all-star supporting cast, in a
daring novel on the screen. What strange
things happened behind these windows?
The Mansion on the Hill, where the secrets
of a psychiatrist’s couch are revealed.
Caught In the cobweb of human emotions,
MGM has dared to dramatize a hitherto
forbidden subject. If you don’t already
have the heebie-jeebies, this picture will
provide everything. 24-sheet and other
posters have pictorial art, especially that
provocative cardboard house of many win-
dows. You can also buy It as a blow-up, or
mount It yourself from the 24-sheet. Good
when illuminated and highlighted and prop-
erly labeled. Two-color herald from Cato
Show Print keys the campaign in all Its
angles. Pressbook has ample materials, and
this has been added to with a pressbook
supplement, containing still more variations
of the advertising themes. MGM's com-
plete campaign mat, selling for 35c at Na-
tional Screen, Is mostly small ads and slugs,
not up to their usual selection for small situ-
ations. A set of teaser ads. In the press-
book supplement, can be used advanta-
geously and will even serve as sufficient
display ads In two-column space In your
local newspaper.

TO PARIS WITH LOVE — Continental Dis-
tributors-J. Arthur Rank. We have reviewed
this selling approach on a recent page of
Brifish picfures, but now we have received
a new pressbook from the distributors in
this country. Walter Reade, Jr. Is a part-
ner In the new enterprise, and Al Floers-
helmer writes to give credit for the fine job
that has been done. In the best showman-
ship style, by Sheldon Gunsberg, who has
the fancy title in the Walter Reade organ-
ization of ’’Director for Specialized Theatre
Activities.” At any rate, even though we
suspect Al is biased, as he admits, in favor
of their own handling of a good picture,
there are excellent national tieups and
everything that makes a good pressbook.
It’s a ’’Ticket-Selling” campaign book and
will be Invaluable to Round Table members.
We don't see any reason for the repeti-
tion of all we said in favor of this first Altec
Guinness comedy In Technicolor, nor to
renew our approval of the excellent draw-
ings that make the newspaper advertising
look new and different. Pressbooks and
accessories are available from Don Velde
Enterprises and Continental Distributors,
both In New York.

How To Make Friends

Ray Boyen, manager of the Broadway
theatre, Newburgh, N. Y., sends a ticket
good any time, after commencement, which
he issues to graduates and friends when
they finish their school year. Good public
relations, good will, good business, good
common-sense — which pays off at the box
office the year around.

Selling the "Cool"

Joe Borenstein, manager of the Stanley
Warner Strand theatre, New Britain, Conn.,
told the public about his new air condition-
ing installation in a cooperative newspaper
page ad, with the engineers and electricians
who did the work taking space. A newspaper
reporter invited for a tour of the new system
further publicized it with a story.

1 327 S. WABASH, CHICAGO • 630 NINTH AVE..NEW YORK

LOOKING FOR
SOMEONE TO
MAKE YOUR

SPECIAL
TRAILERS

GOOD
FAST?

Then Try

ILMACK

( You’ll Be Glad You Did )

. . . Timely news supplementing the
special monthly department covering
all phases of refreshment service.

New Plant for Canada Dry

Canada Dry Ginger Ale, Inc., has begun
full-scale operations at a large new bottling
plant at Maspeth, Long Island, which has
a production capacity of 19 bottles per sec-
ond or 29,000 cases of quarts and small bot-
tles per day. The plant is “equipped for the
highest degree of automation which is pres-
ently possible in soft drink production,”
according to R. W. Moore, Canada Dry
president. It replaces two older plants and
will serve the 7,684,000 population of Brook-
lyn, Queens, Long Island and most of Man-
hattan. Other portions of the metropolitan
area are served by company plants at Mount
Vernon and Orange, N. J. Named as divi-
sion manager of the new plant is Jack
Kowet, and Arthur White has been ap-
pointed production manager.

Drink Unit with Magnet Pump

Majestic Enterprises, Ltd., Los Angeles,
has added a new model to its line of re-
frigerated juice dispensers — one equipped
with an electro magnet pump. The manu-
facturer states that this feature provides
an elimination of hoses and leakage. The
dispenser is equipped for animation of the
beverage and will be supplied with or with-
out illumination. It has a capacity of
gallons and requires counter space of 15
by 16J4 inches.

•

Mars Sponsors Television Show

Mars, Inc., Chicago, candy bar manufac-
turer, has announced it will be a participat-
ing sponsor in a new television show to be
called Walt Disney’s Mickey Mouse Club.
Scheduled for a premiere on October 3rd,
the program will appear daily, Monday
through Friday, and run for an hour. It is
directed toward a child audience, and the
network is the American Broadcasting Com-
pany.

lOc Size Richardson Mints

A dime-size package of Pastel Mints has
been added to its line of “U-All-No Rich-
ardson” candies by the Thomas D. Richard-
son Company, Philadelphia. The new item
is wrapped in cellophane bags of “pocket”
size and was designed by the manufacturer
to supplement sales of the large “family-
size” package.

MOTION PICTURE HERALD. JULY 23, 1955

THE WINNERS CIRCLE

Pictures doing above average business in key cities for the week ending July 16 were:

il#r. Censor
Bans 2 Films
In Ftemphis

MEMPHIS : The local censors banned two
more pictures last week, one the United
Artists release, “The Night of the Hunter,”
and the other, an RKO Pictures reissue,
“Notorious.”

Tonv Tedesco, Memphis branch manager
of U.-’X.. received a letter from Lloyd T.
Binford, censor chairman, telling him the
film was banned. “He wrote me the film
was 'the rawest’ he had ever seen,” Mr.
Tedesco said. “The funny thing is that
Binford wasn’t at the screening,” he added
and only the three women members of the
board attended.

The censor chairman admitted he had
not seen the film. He said he did not in-
tend to imply by his letter that he had seen
it, although he said he knew what the film
was all about.

“Notorious” was banned without even be-
ing seen. The film, which stars Ingrid
Bergman, was shown in Memphis in 1946,
but Miss Bergman’s private life has since
incurred Mr. Binford’s disfavor. He refused
to see the film again, saying all her films
are automatically banned.

“Notorious” opened at the Sunset Drive-
In, just across the Mississippi River in West
Memphis, Ark., Thursday. “Night of the
Hunter” is scheduled to open there Au-
gust 5.

Memphis censors also refused the request
of Richard C. Settoon, branch manager of
Universal, to review “City Across the
River” a second time. It was banned five
years ago here. The chairman said, “We
ban some 15 or 20 films a year ; if we started
looking at them again, they’d bring out
these banned films year after year and we’d
never get through with them.”

He also said Universal’s “The Naked
Dawn,” which he had previously ordered
held up, could now be shown.

Cathay Opening Two Units
In Malay Settlement

The Majestic, at Kampar, and the Ma-
jestic. at Taiping, Kinta Valley, Malaya,
tin mining centers, are being opened by the
Cathay Organization this month. Both are
equipped for CinemaScope; both are in mod-
ern buildings, and each will seat about 700.
The Cathay Organization will be in partner-
ship with the Majestic circuit in the opera-
tion of the theatres.

Casino Closes Deal

Casino Film Exchange of New York City
has concluded a long-term contract with
the Paramount theatre of Akron, Ohio, now
being converted to a regular weekly Ger-
man film policy, it is announced by Munio
Podhorzer, head of Casino Film. The Para-
mount, operated by Ottmar Gangl, has been
completely renovated.

Albany: Not As a Stranger (U.A.).

Atlanta: Blackboard Jungle (MGM) ;

How TO Be Very, Very Popular (20th-
Fox) ; Pearl of the South Pacific
(RKO).

Boston: Not As a Stranger (U.A.) 2nd
week; Seven Little Foys (Par.) 2nd
week; Seven Year Itch (20th-Fox) 4th
week.

Bufifalo: House of Bamboo (20th-Fox) ;
Mr. Roberts (W.B.) ; Not As a
Stranger (U.A.) 3rd week; We’re No
Angels (Par.).

Cleveland: Lady and the Tramp (B.V.) ;
Land of the Pharaohs (W.B.) ; Not
As a Stranger (U.A.) ; Seven Year
Itch (20th-Fox) 3rd week.

Denver: Adventures of Sadie (20th-Fox) ;
Land of the Pharaohs (W.B.) ; Love
Me or Leave Me (MGM) 2nd week; Man
FROM Bitter Ridge (Univ.) 2nd week;
Not As a Stranger (U.A.) 2nd week;
Santa Fe Passage (Rep.); Seven Year
Itch (20th-Fox) 3rd week.

Des Moines: Lady and the Tramp (B.V.).

Detroit: House of Bamboo (20th-Fox) ;
Lady and the Tramp (B.V.) 2nd week;
Not As A Stranger (U.A.) 2nd week;
This Island Earth (Univ.).

Hartford: Adventures of Sadie (20th-
Fox) : House of Bamboo (20th-Fox) ;
Not As a Stranger (U.A.); Lady and
THE Tramp (B.V.) ; Pearl of the South
Pacific (RKO); Purple Mask (Univ.).

Indianapolis: Foxfire (Univ.) ; Not As a
Stranger (U.A.) ; Seven Little Foys
(Par.).

Jacksonville: MAGNIFICENT Matador (20th-
Fox) ; Marty (U.A.) ; Not As a
Stranger (U.A.) ; Seven Year Itch
(20th-Fox) .

Kansas City: Land of the Pharaohs
(Par.) 2nd week; Seven Year Itch
(20th-Fox) 3rd week; This Island
Earth (Univ.).

Memphis: Daddy Long Legs (20th-Fox)
2nd week; Foxfire (Univ.); Inter-
rupted Melody (MGM) ; Seven Year
Itch (20th-Fox).

COMPO Ad Hails Newspaper
Response to Audience Awards

The enthusiastic response of newspapers
and theatres to the announcement of the
Audience Awards election was greeted with
pleasure in the latest COMPO ad in Editor
& Publisher of July 16. Entitled, “Your
Readers Are the Voters in This Election,”
the ad says newspapers are giving wide
publication to the announcement and have
made numerous requests for more details.
Many papers have asked how they can par-

Miami: House of Bamboo (20th-Fox) ; In-
terrupted Melody (MGM) 3rd week;
Love Me or Leave Me (MGM) 5th
week; Mr. Roberts (W.B.) 3rd week;
Seven Little Foys (Par.) 3rd week;
Seven Year Itch (20th-Fox) 3rd week.

Milwaukee: Land of the Pharaohs

(W.B.) ; Not As a Stranger (U.A) 2nd
week; Seven Year Itch (20th-Fox) 3rd
week.

New Orleans: Foxfire (Univ.) ; Land of
THE Pharaohs (W.B.) ; Marty (U.A.) ;
Mr. Roberts (W.B.) 3rd week; Shot
Gun (A. a.); To Paris With Love
(Cont. Dist.).

Oklahoma City: Cell 2455, Death Row
(Col.) ; Interrupted Melody (MGM) ;
Lady and the Tramp (B.V.); Long
John Silver (D.C.A.) 2nd week; Seven
Little Foys (Par.) 2nd week; Seven
Year Itch (20th-Fox) 3rd week.

Philadelphia: Lady and the Tramp (B.V.) ;
Marty (U.A.) 4th week; Not As a
Stranger (U.A.) 2nd week; Seven
Little Foys (Par.) ; Seven Year Itch
(20th-Fox) 3rd week; We’re No Angels
(Par.) .

Pittsburgh: Seven Little Foys (Par.);
Seven Year Itch (20th-Fox) ; We’re No
Angels (Par.).

Portland: Land of the Pharaohs (W.B.)
2nd week; Not As a Stranger (U.A.) ;
Seven Year Itch (20th-Fox) 3rd week;
To Paris With Love (Cont. Dist.) 4th
week.

Providence: Land of the Pharaohs
(W.B.) ; Seven Little Foys (Par.) 2nd
week.

Toronto: Seven Little Foys (Par.) 3rd
week; Seven Year Itch (20th-Fox) 3rd
week.

Vancouver: It Came from Beneath the
Sea (Col.) ; Strategic Air Command
(Par.) ; Seven Year Itch (20th-Fox)
2nd week.

Washington: the Cobweb (MGM) 4th

week; Love Me or Leave Me (MGM) 4th
week; Marty (U.A.) 6th week; Seven
Little Foys (Par.) 2nd week; Seven
Year Itch (20th-Fox) 2nd week.

ticipate, the ad continues, and COMPO re-
plies by sending them a free copy of the
campaign book which gives advertising sug-
gestions and other helps. The ad also notes
that fan magazines have taken to the elec-
tion and are going to participate in it.

Martin Starr Goes to TV

Martin Starr is now master of ceremonies
on “Here’s Hollywood.” This new television
presentation will appear via the Mutual
Broadcasting System, Monday through Fri-
day, from 12:00 to 12:05 P.M.

MOTION PICTURE HERALD. JULY 23. 1955

CLASSIFIED ADVERTISING

Fifteen cents per word, money-order or check with copy. Count initials, box number and address. Minimum insertion $ 1 .50. Four
Insertions for the price of three. Contract rates on application. No border or cuts. Forms close Mondays at 5 P.M. Publisher
reserves the right to reject any copy. Film and trailer advertising not accepted. Classified advertising not subject to agency
commission. Address copy and checks: MOTION PICTURE HERALD, Classified Dept., Rockefeller Center, New York (20)

HELP WANTED

AMBITIOUS ASST. MANAGER FOR KEY THE
atre. Give full details first reply to Armstrong: Circuit
Inc., BOX 220, Bowling Green, Ohio.

DRA'E-IX THEATRE MANAGER WANTED FOR
the Los Angeles area. Excellent opportunity for top
calibre man. All replies will be treated in strict con-
^ence. Write DON GVTTMAN. Pacific Drive-in
Tlieatres, 141 South Robertson Boulevard, Los An-
geles 48, California.

SERVICES

WINDOW CARDS. PROGRAMS. HERALDS,
photo-offset printing. CATO SHOW PRINTING CO..
Cato. N. Y.

OFFSET MOVIE PROGRAMS. LOW PRICES.
Write for Samples. BRONX .\RT PRESS, 582 Court-
landt Ave., New York City 51.

PHOTO-OFFSET PROGRAMS, WINDOW CARDS,
three sheets. Serving motion picture theatres 25
years. FILML-\ND PRESS, 358 W. 44th St., New
York City. Phone; Circle 6-8875.

STUDIO EQUIPMENT

ART REEVES 35MM RECORDING OUTFIT,
If5,000 value — $495.00; Eastman Developing Machines,
$295.00; Mitchell tripod freehead, $375.00; Moviola
35mm composite sound/picture $495.00; Escalator
Tripod for heaviest TV or Movie Cameras on 3-wheel
dolly, $295.00; Motorized Dolly with 2 seats, takes
heaviest cameras, $195.00; Rolling Stand multiple
floodlights holding 12 bulbs, $180.00 value, now $29.50.
S. O. S. CINEMA SUPPLY CORP., 602 W. 52nd St.,
New York 19.

NEW EQUIPMENT

VALUE UNSURPASSED! METALLIC SCREENS,
invisible seams, 75c sq. ft.; Beaded Screens 15'6" x
20'6", $75. All sizes projection lenses at lowest prices.
S. O. S. aNEMA SUPPLY CORP., 602 W. 52nd
St.. New York 19.

NEW SURPLUS HOLMES PARTS: EE14070

vertical drive shaft w/5 gears, 5 ball bearings $9.75;
Intermittent Movements (less flywheels) $49, ptiir;
Starwheel-sprocket assembly $10 each; lOOOW
T-20-C-13 Mogul Pref. Lamps $25 dozen ($3.95 each).
S. O. S. CINEMA SUPPLY CORP.. 602 W. 52nd
St., New York 19.

SEND PROJECmON THROW-SC31EEN SIZE,
we’ll compute your CinemaScope requirements free.
Combination pair Cinematic IV adjustable anamorphic
lenses and pair Snaplite Series II prime projection
lenses, all for $595. Buy on time with $200 down.
S. O. S. CINEMA SUPPLY CORP., 602 W. 52nd St..
New York 19.

DRIVE-IN EQUIPMENT

PAY $200 DOWN— PLAY ONEMASCOPE! ONE-
matic IV adjustable prismatic Anamorphic Lenses plus
.Snaplite Series II prime lenses, all for $595. Available
on time. S. O. S. CINEMA SUPPLY CXIRP., 602 W.
52nd, New York 19.

SEATING

VACATING OUR IRVINGTON, N. J. WARE-
house. All chairs sacrificed — prices start at $2.95.
S. O. S. CINEMA SUPPLY CORP.. 602 W. 52nd St.,
New York 19.

BOOKS

MOTION PICTURE AND TELEVISION ALMA-
nac — the big book about your business — 1955 edition.
Contains over 12,000 biographies of important motion
picture personalities. Also all industry statistics.
Complete listings of feature pictures 1944 to date. Order
your copy today, $5.00 postage included. Send remit-
tance to QUIGLEY BOOKSHOP, 1270 Sixth Avenue,
New York 20, N. Y.

RICnARDSON’S BLUEBOOK OF PROJECTION.
New 8th Edition. Revised to deal with the latest tech-
nical developments in motion picture projection and
sound, and reorganized to facilitate study and refer-
ence. Includes a practical discussion of Television
especially prepared for the instruction of theatre pro-
jectionists, and of new techniques for advancement of
the art of the motion picture. The standard textbook
on motion picture projection and sound reproduction.
Invaluable to beginner and expert. Best seller since
1911. 662 pages, cloth bound, $7.25 postpaid. QUIGLEY
BOOKSHOP, 1270 Sixth Avenue. New York 20. N. Y.

THEATRES

FOR SALE. DUE TO HEALTH. MODERN
drive-in. Long established, in central Alabama.
Heavily populated. Excellent location. Wide-Screen,
CinemaScope, modern snack bar, playground. Will
sacrifice. Must see to appreciate. Apply to BOX
2864. MOTION PICTURE HERALD.

THEATRE WANTED— 60 MILE R.^DIUS NEW
York Citv — Small town preferred. BOX 2865, MO-
TION PICTLTRE HERALD.

WANTED TO BUY

REQUIRE 600 TO 1000 USED THEATRE CHAIRS.
Veneer back, arms and seat. Perfect condition. Photos
indispensable, prices and details fob. EDFER, Box
1517, San Jose, Costa Rica.

3€cF€buI Dies
A.t GG Years

BUFFALO : \’incent R. McFaul, 66, presi-
dent and general manager of the New Buf-
falo Amusement Corporation, operating the-
atres in Buffalo and
Niagara Falls for
Loew’s Theatres,
died here July 16 at
Mercy Hospital after
a brief illness.

Mr. McFaul was
the dean of local
showmen, having en-
tered show business
with the late Mike
Shea in 1904, as as-
sistant treasurer of
the old Court .Street
theatre, a vaudeville
house. Later he man-
ager! the Criterion, then the Hippodrome.
In 192.S, Mr. McFaul became vice-president
and general manager of the .Shea Theatre
Corporation. L’pon -Mr. .Shea’s death in
19.34. Mr. McFaul became presirlent of Buf-
falo Theatres. Inc., merging as a partner of
Paramount Theatres. In 1949 the New Buf-

falo Amusement Corporation was formed
by Loew’s and he was general manager.

He had many community interests and
was a director of the Liberty Bank of Buf-
falo and a former director and treasurer of
MPTOA of Western New York. He is
survived by his widow, Mrs. Elizabeth Mc-
Faul. and three stepchildren.

Patrick W. Campbell

I’atrick W. Campbell, 64, radio and tele-
vision program officer with the United
.States Information Agency, London, died
there last week from a heart attack. Mr.
Campbell's home was in Los Angeles and
he was widely known as an early leader in
the motion picture industry.

Alexander Black

Alexander Black, 65, chief sound engi-
neer for Paramount News studio and field
equipment, died at his desk in New York
July 6. He had been with the company
since 1927. He leaves a widow, Florence.

Publish Movie Manual

“Our Modern Art : The Movies” is be-
ing ])ublished by the Center for the .Study
of Liberal Education for Adults, Chicago,
as discussion material in a college level
program for adults.

S.O.S. Cinema Announces
"Advanced" 16mm Viewer

An advanced type of 16mm viewer which
projects a large “aerial” image 3 by 4 inches
has been put on the market by S.O.S. Cine-
ma Supply Corporation, the company an-
nounced in New York. Called the S.O.S.
16mm action viewer, the new device is said
to enable editors, laboratory workers, ani-
mators and TV technicians to run originals
as well as prints without worry of film
scratches or damage to sprocket holes. The
viewer is built of rugged aluminum alloy,
measures 16 by 10 by 12 inches, weighs 19
pounds and is priced at $124.95.

Ask Cantor to Appear in
Ta xi Driver's Suit

Justice Aaron Steuer of New York State
Supreme Court has ordered Eddie Cantor
to appear for pre-trial examination in con-
nection with the suit filed against Mr.
Cantor hy .Samuel Silverman, Bronx taxi
cab driver, who charges Mr. Cantor
“pirated” some of his writings for use in
the T\'^ sketch, “Maxie the Taxie.” The
suit, which asks $2,250,000 damages and
names, besides Mr. Cantor, NBC, Colgate-
Palmolive-Peet Co., and others, was orig-
inally filed in 1953.

Vincent McFaul

MOTION PICTURE HERALD, JULY 23, 1955

FILM BUYERS RATING

Film buyers of independent circuits in the U. S. rate current
product on the basis of its performance in their theatres. This
report covers 120 attractions, 3,989 playdafes.

Titles run alphabetically. Numerals refer to the number of en-
gagements on each attraction reported. The tabulation is cumula-
tive. Dagger (f) denotes attractions published for the first time.
Asterisk indicates attractions which are listed for the last time.

EX means Excellent; AA — Above Average; AY — Average;
BA — Below Average; PR — Poor.

A & C Meet the Keystone Kops (U-l)

A & C Meet the Mummy (U-l)

Ain’t Misbehavin' (U-l)

Americano (RKO)

Annapolis Story (A.A.)

Bad Day at Black Rock (MGM)

Bamboo Prison (Col.)

Battle Cry (W.B.)

Bedevilled (MGM)

Big Combo (A.A.)

Black Tuesday (U.A.)

1 1

Blackboard Jungle (MGM)

Bridges at Toko-Ri (Par.)

. . 30

Camille (Reissue) (MGM)

Captain Lightfoot (U-l)

Carmen Jones (20th-Fox)

Carolina Cannonball (Rep.)

Cell 2455, Death Row (Col.)...,

Chief Crazy Horse (U-l)

Conquest of Space (Par.)

Country Girl (Par.)

Crashout (Filmakers)

Creature With the Atom Brain (Col.)

Cult of the Cobra (U-l)

Daddy Long Legs (20th-Fox)

1 1

Davy Crockett (B.V.)

Destrv (U-l)

Detective (Col.)

Doctor in the House (Rep.)

East of Eden (W.B.)

End of the Affair (Col.)

Escape to Burma IRKO)

Eternal Sea (Rep.)

1 1

Far Country (U-l)

Far Horizons (Par.)

5 Against the House (Col.)

Gang Busters (Visual) ..

> 1

Glass Slipper (MGM) ...

1 1

Green Fire (MGM) .. .

Hell's Island (Par.)

1 1

Hit the Deck (MGM) ....

Interrupted Melody (MGM)

It Came From Beneath the Sea (Col )

Julius Caesar (MGM)

1 1

Jump Into Hell (W.B.)

Jupiter's Darling (MGM)

Kiss Me Deadly (U.A.)

Land of Fury (Brit.) (U-l)

Long Gray Line, The (Col.)

Long John Silver (DCA)

Looters (Ll-I)

Love Me or Leave Me( MGM) .

Ma and Pa Kettle at Waikiki (U-l)
Magnificent Metador (20th-Fox) ..

Mambo (Par.)

Man Called Peter, A (20th-Fox) .
Man From Bitter Ridge (U-l) . .

Man Without a Star (U-l)

Many Rivers to Cross (MGM).

Marauders (MGM)

Marty (U.A.)

Masterson of Kansas (Col.)

New Orleans Uncensored.

New York Confidential (W.B.) . . .

Prince of Players (20th-Fox)

Prodigal, The (MGM)

Purple Plain (U.A.)

Racers, The (20th-Fox)

Rage at Dawn (RKO)

Revenge of the Creature (U-l)..
Run tor Cover (Par.)

Sea Chase (W.B.)

Shotgun (A.A.)

Silver Chalice (W.B.)

Six Bridges to Cross (U-l)

Smoke Signal (U-l)

Soldier of Fortune (20th-Fox) .

So This Is Paris (U-l)

Son of Sinbad (RKO)

Strange Lady in Town (W.B.) . . . .
Stranger on Horseback (U.A.)
Strategic Air Command (Par.)...

Tarian's Hidden Jungle (RKO) ..

Ten Wanted Men (Col.)

(That Lady (20th-Fox)

This Island Earth (U-l)

Three for the Show (Col.)

Three Ring Circus (Par.)

Tight Spot (Col.)

Timberjack (Rep.)

Unchained (W.B.)

Underwater! (RKO)

Untamed (20th-Fox)

Violent Men (Col.)

Violent Saturday (20th-Fox)

West of Zanzibar (U-l)

White Christmas (Par.)

White Feather (20th-Fox)

Women's Prison (Col.)

Young at Heart (W.B.)

34
2

1 1

7 I - -

14
1 1
2

5
14
4

I I

6
3

Co-Starring

CATHY

WALLACE FORD Screen Play by PHILIP YORDAN and FRANK BURT
Based upon 1%ATUR0AY EVENING POST story by Thomas T. Flynn . Directed by ANfHONY MANN /

TECHNICOLOR

lUIV .0,

mmm

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r.y:'

stay

■ X' V .'i!?^'

^"‘-2.- - ‘ -if ^V-V^ ■, ■

’i.y ■ V- : * .i.'--:j^^_^V*r ^

JEEW. THE LAST COMMAND.. SPECIAL DELIVERY. THE
|{»KE. NAKED DAWN

'0#kc, at iWw York; U^'S. :-f.', nndt-r the act of March 3, 1879. Puh
me. ^hefeller PUsf:a.^^esu Far* IP, A'. K. Subscription prices: 83.00
er»ts. AH’ contents zppyri^ited 1935 by Qit^y Pnblishing Cfimpany, la&.

THE

MOST

FROM THE

COAST!

The talk out West is
about the M-G-M Studio!
ZOOMING! Never such
activity! This is No. 1 of a
series of ads about BIG
M-G-M attractions to
come. Watch this space
for more and more of
the GREATEST!

IT’S ALWAYS
FAIR WEATHER"

(In CINEMASCOPE and COLOR)

The grapevine from Hollywood is buzzing about
this gigantic, gorgeous musical sunburst. Star-
bright talents glorify it: Gene Kelly, Dan Dailey,
Cyd Charisse and Dolores Gray, famed star in film
debut. A 10-year reunion of three war buddies
brings hilarious complications, enlivened by
glamour and spectacular song-and-dance numbers.
This is ENTERTAINMENT!

FORECAST!

M-G-M presents in Cinemascope • “IT’S ALWAYS FAIR WEATHER” starring Gene Kelly • Dan Dailey • Cyd Charisse
Dolores Gray • Michael Kidd • Story and Screen Play by Betty Comden and Adolph Green • Music by Andre Previn • Lyrics
by Betty Comden and Adolph Green • Photographed in Eastman Color * Directed by Gene Kelly and Stanley Donen
Produced by Arthur Freed

"IVANHOE" DOUGH!

"QUENTIN
DURWARD"

(In CINEMASCOPE and COLOR)

The producers of "Ivanhoe” have brought to life
an equally great romantic novel by the master
story-teller, Sir Walter Scott. Handsome Durward,
played by Robert Taylor, is sent to France to
observe the girl* selected in a politically-designed
marriage and falls in love with her under circum-
stances suspenseful with danger and surprise. Filmed
in the real locations abroad.

★

M-G-M presents in CinemaScope • Sir Walter Scotfs ‘"QUENTIN DURWARD” starring Robert Taylor • Kay Kendall
Robert Morley • Photographed in Eastman Color ♦ Screen Play by Robert Ardrey • Adaptation by George Froeschel • Directed
by Richard Thorpe • Produced by Pandro S. Berman

VERDICT-

SMASH!

TRIAL

Petting parties are startled by a scream on a beach
at night and a teen-age loiterer is accused of murder.
A young law professor defends him in a story that
packs suspense and romance and surprise in a
picture of unusual power. Based on the prize-
winning novel and best-seller.

★

M-G-M presents “TRIAL” starring Glenn Ford • Dorothy
McGuire • Arthur Kennedy • John Hodiak • Katy Jurado
with Rafael Campos • Juano Hernandez • Written by Don M.
Mankiewicz from his Harper’s Prize Novel • Directed by
Mark Robson • Produced by Charles Schnee

THEY're Lined up fp^om N

Records broken, lobby holdouts, pe

held over,then held again and again

you’ll need extra time, then more ex

MIST

starring

HENRY FONDA JAME
WILLIAM POWELL JAC

also starring BETSY PALMER - WARD B0<

by FRANK NUGENTand JOSHUA LOGAN Based on the play by THOMAS HEGGEfl

PRODUCED BY LELAND HAYWARD Directed byJOHN FORI

1 1

opie turned away—

I Mister Showman, Mister Booker,

tra time for

S CAG N EY
K LEMMON

ND • PHIL CAREY Screen Play

J and JOSHUA LOGAN and Conducted by

Franz Waxman

DandMERVYN LeROY

VARIETY says it:

“‘Mister Roberts’
is shaping up
as the all-time
top grosser from

talent for

20lh Cenlury-Fo« presents

BETTE DAVIS • RICHARD TODD
JOAN COLLINS in THE VIRGIN
QUEEN to-slornng JAY ROBINSON
HERBERT MARSHALL • DAN
O’HERLIHY with Robert Douglas
Romney Brent • Morjorie Hellen • Lisa
Daniels * Produced by CHARLES
BRACKETT • Directed by HENRY
KOSTER • Written by HARRY
BROWN and MINDRET LORD
PRINT by TECHNICOLOR

a pleasure to do

business with 20th’’
EXHIBITORS MAIL YOUR NOMINA-
TIONS FOR AUDIENCE AWARDS

BETTE DAVIS

Two-time Academy
Award Winner in her triumphant return to the screen !

RICHARD TODD

Who electrified the
nation in A “Man Called Peter”. ..as Sir Walter Raleigh!

lOAN COLLINS

Luscious English beauty
whose portrayal of The Lady-in-Waiting will rocket her to stardom !

Producer

CHARLES BRACKETT Three-time Academy Award winner!

Director

HENRY KBSTER Who gave you “The Robe” and “A Man Called Peter”!

CiNemaScoP^

spectacularly spreads before you the velvet cloak, the violent dagger,
the never-told story of “The Virgin Queen”. ..the Lady-in-Waiting...
and the boldest adventurer of a lusty age !

MOTION PICTURE HERALD

MARTIN QUIGLEY, Edi/or-in-Chief and Publisher

Vol. 200, No. 5

MARTIN QUIGLEY, JR., Editor

July 30, 1955

The Wrong Battle

The right to disagree and the right to be
wrong are inalienable in all phases of American
activity, not excluding motion pictures. That the
buyer and the seller of film disagree frequently
and each think the other in the wrong should not be
surprising. Nor should it be surprising that there is
sharp, divergent viewpoints on the wisdom of appealing
to the Federal Government for intervention.

At the board meeting in Washington last week Na-
tional Allied took the fateful — or even fatal — step of
charting a new course for Federal intervention. This
decision by the Allied directors had several immediate
effects. The most important of these for the time being
is the cleavage between Allied and TOA. Of late the
organizations had been working together on a number
of issues. Successes in mutual activity in the tax fight
led to the joint committee on toll TV and then to the
committee on trade practices. Members of this last com-
mittee had been making calls on the distributors. Allied
now concludes that a dead end has been reached. TOA
feels that the joint committee approach could still accom-
plish good results.

It should be no surprise that Allied finally decided to
go all-out for seeking help from the Government. Sev-
eral key, influential directors of Allied have long advo-
cated that course. Many months have now passed since
the publication of the bill drafted by Abram F. Myers,
general counsel, providing for Federal regulation of
rentals.

What is surprising is that Allied’s action came at a
time and in a manner that ruptured the growing co-
operation with TOA. It was in manifestations of this
cooperation that observers had seen progress on the road
to the goal of a single national exhibitor organization.
It is not impossible that some thought too much prog-
ress was being made in that direction,

The herald has time and again stressed the
necessity of granting rental terms relief to thea-
tres in the lower grossing capacities and others in
distress which can be alleviated. Special emphasis has
been given to the necessity of keeping alive the one-
theatre towns lest much of the population of the United
States grow up in a movie-less world.

Just because relief has been difficult to attain in rea-
sonable approaches up to now does not mean there is
either an excuse or a justification for resort to what is
known in advance to be an unreasonable approach.

At the Allied Milwaukee convention a year ago it
was necessary to bring to bear the big oratorical guns

to get the Government control bill endorsed, even tenta-
tively. This indicates that sentiment for bringing the
Government into the business is less than unanimous.

It is to be realized that desperate men do desperate
things. Many members of Allied and other small exhibi-
tors feel they are being crushed economically. That the
pressure exists may not be denied. However, Washing-
ton is not the proper resort.

Any lasting beneficial relief on trade practices is to
be won in the offices of distribution and not in the halls
of Congress or a Federal Court. Some conditions within
the industry make the granting of relief difficult or im-
possible in certain instances. Exhibitors who have joined
buying and boking combines have signed away their
direct right to negotiate for terms. Such booking groups
are businesses and must be operated in ways that attract
and hold customers, preferably those from whom most is
received. Incidentally no buying and booking combines
operate in Britain.

Apart from trade practices no lasting relief is to
be won until another battle is fought successfully
- That is to bring more paying patrons to the box
office. The real survival of thousands of theatres de-
pends not so much on rental terms as such but on a sub-
stantial increase in attendance. There are theatres exist-
ing which could not operate on a normal profit margin
if films were delivered free. While there are many one-
theatre towns that should and do receive film on a
rental basis that provides the distributors with no profit,
the film companies are not non-profit foundations. To
continue service, these too must operate at a profit.

Only so much money comes in to be divided between
exhibitor, distributor and producer. The problems of all
three would be eased substantially if the amount of do-
mestic receipts could be stepped up. The battle for
attendance is the crucial one.

Allied’s current drive for Government attentions to
the industry may be a boomerang that could touch off
a new public wave of indifference to pictures on the
part of the public. Psychological factors play a great
part in movie going. Members of the public who read
in their newspapers about intra-industry strife may not
be in the mood to go to theatres for amusement and
relaxation.

■ ■ ■

C| Raised Eyebrow Department : — In Britain the Cine-
matograph Exhibitors Association’s executive commit-
tee has agreed with the Kinematograph Renters Asso-
ciation that the income received from concessions sales
will be taken into consideration whenever there is a re-
quest for a reduction in film rentals.

— Martin Quigley, Jr.

MOTION PICTURE HERALD

cJHetlerS to the

On Expenses

To THE Editor:

I have been a member of your HERALD
Institute exhibitor panel for several years,
and was quite interested in your report in
the issue of July 31st, 1954, "Theatre Man’s
Dollar in Xew 5-\Vay Stretch.’’ It so hap-
pened that this report came out soon after
the end of my fiscal year.

When I compared my operating expenses
with those of your report, I was consider-
ably over on the expenditure for the
House, so I decided to try this past year to
reduce these expenditures to come under the
27 per cent for the House for my size opera-
tion. I was unable to do so, and for this
reason would greatly appreciate your assist-
ance on this question : could you break your
percentage (27 per cent) down by outlining
to me the percentage of the House Expendi-
ture that the different items should run.

For instance: My bookkeeper breaks the
House into the following items: 1. Book-

keeping, 2. Bad checks (this is inconse-
quential), 3. Donations, 4. General Expense,
5. Insurance, 6. Interest, 7. Legal Expense,
8. Lights, Water and Gas, 9. Depreciation.
10. Supplies and Repairs, 11. Taxes, 12.
Telephone and Telegraph, and 13. Travel
Expense.

I would great!}' appreicate it if you could
help me to further study my situation by
breaking your 27 per cent House expendi-
ture down into similar items as I have
listed above, and what your average of each
item is percentage-wise of the 27 per cent. —
T. E. WILLIAMS, Tyson Theatre, Clarks-
dale, Mississippi

[Because of "joidely varying bookkeeping
practice, particularly among smaller theatre
operations, the editors of The HERALD
Institute, in the study referred to by Mr.
Williams, did not ask panel members to break
dou'n categories toithin the broad main ex-
penditure for the House. Panelists were
asked to include in this main item all ex-
penditures used directly for the operation
of the theatre buliding such as rent or mort-
gage payments, taxes, interest, light and
power, repairs and insurance. Readers are
invited to comment on their own experience
with these figures. — The Editor.]

Newsreels vs. TV

To THE Editor:

Chic Peden’s evaluation of newsreels past
and present in the July 9 issue of The
HER.^LD w'as very interesting, although I
must differ with his analysis of their future.

The motion picture theatre’s answer to
television with regard to newsreels must be
the same as its answer regarding feature
picture, quality. Television, with its live
pickup of any significant planned “news”

event, and its within-hours release of film
shot anywhere in the world, certainly cannot
be beaten.

But the theatre can offer its patrons some-
thing more, current events photographed in
full color, wide screen, and on occasion per-
haps also stereophonic sound. I say current
events rather than news because I am speak-
ing of intelligently directed and written
coverage of events, produced by a crew of
from four to a dozen men, rather than by
one brash cameraman with a wavering
Eyemo in one hand, leaving the other hand
free to shove anyone else out of his way.

Leave the latter coverage to television.
Let the theatre offer one or two reels per
month, each of which would contain no more
than three items, and let the treatment be
somewhere in the vicinity of the March of
Time and This Is America style. Obviously
the use of color film exclusively would im-
pose a longer delay between event and thea-
tre exhibition than ever is present in black-
and-white, but people will wait for quality.

One example that comes to mind is the
coronation of Elizabeth H. Most people
saw the event covered on television either
in the scheduled newscasts or in the full
coverage offered by some networks; then
a few months later they paid hard cash to
see the event again when presented as a
feature production in full color and with a
brilliant script, narration, and live sound.

Who would not like to see the Miss Amer-
ica contest in featured coverage, in color,
VistaVision, CinemaScope, or one of the
other wide screen processes ?

A beautiful picture has attraction regard-
less of its news timeliness. The same is
true of other events. Theatres would not
bother with a lot of the news that clutters
TV news shows, because their current
events coverage would contain color, sound,
wide screen, intelligent writing, directing,
narration, and other attributes available
from the motion picture industry. Regard-
less of the courage and brass of the old-time
newsreel man, we must all admit that the
motion picture quality of most newsreels is
appallingly bad. A picture poorly exposed,
out of focus, shaky and sketchy is poor mo-
tion picture work, regardless of how hard
it was for the man to get the pictures.

Let’s forget the old-time newsreels and
make something worth while for our thea-
tres. And leave the electronic tape to tele-
vision, too, that is not our medium. — HER-
BERT A. BERRY, La Mirada, Cal.

”}/ery Fine Reviews"

To THE Editor:

I have been receiving your magazine for
the last six years, and congratulate you for
the very fine reviews, which help me a lot
in the choice of American pictures. — J. R.
CARBONI, Rialto Theatre, Casablanca.

July 30. 1955

Page

THOMAS O’NEIL pledges RKO
product for theatres 12

ALLIED setting sights on Federal film
regulation 13

20TH-FOX tells the nation as "Virgin
Queen" is previewed 16

JOHN McCarthy and Richard
Davis organize new company 16

AUDIENCE Awards nominees named;
second ballot goes out 17

MAX THORPE chairman of board
of Columbia in Britain 20

BRITISH firms now manufacturing

anamorphic lenses 20

COMPO plans new dues drive among
theatres 20

ACTORS Guild votes to strike tele-
vision film producers 21

NEW YORK statute of limitations six
years, court rules 24

NATIONAL SPOTLIGHT — Notes
about personnel across country 25

NEW spotlight for theatres invented
by theatre man 28

SERVICE DEPARTMENTS

Refreshment Merchandising 33

Film Buyers' Rating 3rd Cover

Hollywood Scene 2 1

Managers' Round Table 29

The Winners Circle 24

IN PRODUCT DIGEST SECTION

Showmen's Reviews 537

Short Subjects 538

What the Picture Did for Me 539

The Release Chart 540

MOTION PICTURE HERALD, Martin Quigley, Editor-in-
Chlef and Publisher; Martin Quigley, Jr., Editor; Raymond
Levy, Executive Publisher; James D. Ivers, News Editor;
Charles S. Aaronson, Production Editor; Floyd E. Stone,
Photo Editor; Ray Gallagher, Advertising Manager; Gus
H. Fausel, Production Manager. Bureaus: Hollywood.

Samuel D. Berns, Manager: William R. Weaver, Editor,
Yucca-Vine Building, Telephone HOIlywood 7-2145;
Chicago, 120 So. LaSalle St., Urben Farley, Advertising
Representative, Telephone Financial 6-3074; Washington,
J. A. Otten, National Press Club; London, Hope Williams
Burnup, Manager; Peter Burnup, Editor; William_ Pay,
News Editor, 4 Golden Square. Correspondents in the
principal capitals of the world. Member Audit Bureau of
Circulations. Motion Picture Herold is published every
Saturday by Quigley Publishing Company, Inc., Rocke-
feller Center, New York City 20. Telephone Circle 7-3100;
Cable address; "Quigpubco, New York", Martin Quigley,
President; Martin Quigley, Jr., Vice-President; Theo. J,
Sullivan, Vice-President and Treasurer; Raymond Levy,
Vice-President, Leo J. Brady, Secretary. Other Quigley
Publications: Better Theatres and Better Refreshment Mer-
chandising, each published thirteen times a year as a
section of Motion Picture Herald; Motion Picture Daily,
Television Today, Motion Picture Almonac, Television
Almanac, Fame.

MOTION PICTURE HERALD, JULY 30, 1955

On iLe Oti

onzon

OFFICIAL ATTACK

Toll television would "black
out the best of free television"
and "it is hard to think of a
single argviment in its favor
other than profit to the pro-
moters". This striking assail-
ment came Tuesday in the House of
Representatives from Edmund P.
Radwan, New York Republican. He
added he felt "the nerve of these
promoters is almost fantastic".
Mr. Radwan, who has a gift for
the pungent, also commented:
"They would render the tele-
vision set owner blind, then
rent him a seeing eye dog".

COURT IMPASSE

Justice Department officials
are still refusing to say what
they'll do about the Schine con-
tempt proceedings in Buffalo,
but it looks as though a succes-
sor to the late Judge Knight
won't be named until next year
and that he'll almost certainly
grant any Schine motion for a new
trial.

CYCLE

In the wake of Allied Artists'
smashing "Phenix City Story"
may be expected to come — if the
Samuel Bischof f-David Diamond
production grosses only half as
grandly as Hollywood preview
audiences predict — a cycle of
factually-grounded melodramas
telling straightforwardly the
stories, good or bad, of other
cities, towns and villages — by
name. It ' s never been done , this
way, before.

NEW TECHNIQUE

One of the few major studios
that haven't taken a lead-off
position with a new photo-
graphic-projection system up to
now is all set to announce one
any day now — a whopper.

IZAAK WALTON READE

Speckled and multi-hued, the
hand of showmanship gives its
benefits to Asbury Park's famed
but comparatively moribund Con-
vention Hall. Visitors to the
renowned Jersey resort are able
this summer — perched over the
salt waters of the Atlantic
Ocean (the Hall is built out to
sea) — to fish for fresh water

brook, brown, and rainbow trout.
This is the first of many attrac-
tions the Hall will receive, now
it is being run under a three
year agreement by the Walter
Reade circuit. The anglers, 300
at a time, fish in 90 tons of
water with rods and reels sup-
plied them. They may keep the
fish, and for convenience there
are at hand frozen food lockers.

COLOR DIVERSIFICATION

Pathe Laboratories , Inc., sub-
sidiary of Chesapeake Indus-
tries, announced Wednesday a
$1,000,000 expansion program
which will enable it to develop
and print amateur color still
film. Under a license from East-
man Kodak Company, granted under
the terms of the consent decree
which Eastman signed with the
Government last December, Pathe
will begin processing Kodachrome
Kodacolor early next year. James
L. Wolcott, executive vice-
president of Pathe Laboratories ,
said the laboratory would also
process Eastman's Ektachrome
and all Ansco color still film.

COMING

If you desire to project a
"Cinerama-type picture" through
one machine, you may within 60
days buy Todd-AO equipment,
Douglas Netter, new sales man-
ager, promised this week in New
York. He added 25 theatres this
year will be able to project the
70mm "Oklahoma" which opens
first at the Rivoli, New York.
Meanwhile, in Hollywood, Mike
Todd has moved his headquarters
from the MGM to the RKO lot to
make "Around the World in 80
Days " .

SMOOTH PROSPECT

Industry officials expect the
coming London talks on renewing
the British-American film agree-
ment to go off smoothly. "No
problems are in sight," says one
report .

AIR CONDITIONING

Want some hot air? Cool air?
If the A.R.A. Manufacturing
Company of Dallas succeeds in
marketing its new drive - in
weather conditioner, that's the
choice you'll have in your fa-
voi’ite drive-in. The system.

WHEN AND WHERE

August 15-20: Audience Collection Week
to benefit Will Rogers Memorial Hos-
pital and Research Laboratories.

August 26: Annual golf tournament and
dinner dance of the Variety Club of
Washington, D. C., Manor Country Club,
Norbeck, Maryland.

September 9: Deadline for the filing with
the Federal Communications Commission
of answering comments on toll television
briefs, Washington, D. C.

September 19: Annual stag outing of the
Motion Picture Association of Kansas
City, Mo., Hillcrest Country Club, Kan-
sas City.

September 30-October 2: Second annual
convention of the Women of the Motion
Picture Industry, New Orleans.

October 3-7: Seventy-eighth semi-annual
convention of the Society of Motion Pic-
ture and Television Engineers, Lake
Placid, New York.

October 6-9: Annual convention of Theatre
Owners of America. Biltmore Hotel,

Los Angeles.

October 26: Annual convention of the
Motion Picture Theatres Association of
Ontario, Toronto. g

October 31: Annual convention of the |
national committee of the Motion Pic- I
ture Exhibitors Associations of Canada, I
Toronto. I

November 1-2: Annual convention of the f

Motion Picture Industry Council of Can- L
ada, Toronto. ^

November 2: Annual award dinner of the
Canadian Motion Picture Pioneers. To-
ronto.

November 4: 17th annual dinner of the f'
Motion Picture Pioneers, honoring Her-
man Robbins as "Pioneer of the Year,"
Waldorf Astoria Hotel, New York City.

November 6-9: Allied States Association,
annual convention, in conjunction with
the annual TESMA - TEDA - IPA trade
show, Morrison Hotel, Chicago.

November 17-27: Final balloting in the first
annual Audience Awards Poll sponsored ;
by the Council of Motion Picture Or- i
ganizations. ;

mounted on a stand alongside the ri
parked car, provides two tubes,
one for cool or warm pumped air, j
the other for return air.

William R. Weaver-J. A. Otten- ■
Vincent Canby-Floyd Stone

MOTION PICTURE HERALD, JULY 30, 1955

wee

THE CHECK. Thomas Francis
O'Neil buys a picture company.
At well-photographed cere-
monies in Jersey City (see
page 12) he hands to How-
ard Hughes' representative,
Thomas Slack, right, a check
for $25,000,000. And thus RKO
Radio Pictures passed into his
hands, in a transaction which
for the film industry is incal-
culably important now and tor
history.

AND THE CAMERAS ROLL, on $5,000,000 worth
of "War and Peace." Watching the first day's
shooting (in VistaVision and color by Technicolor)
on the Rome lot are a group of Paramount execu-
tives. They are Richard Mealand, London produc-
tion head; Russell Holman, New York production
head, and Jerome Pickman, advertising and pub-
licity director. With them, at the right, producer
Dino De Laurentiis.

"TRIAL." This is a scene from the MGM
picture which in its portrayal of the un-
varnished facts of life in the big city is
a shocker comparable to "Blackboard
Jungle," the company feels. Glenn Ford
is the defense counsel whose job is not
easy. Rafael Compos also is in the picture.

TWO more from Stanley
Kramer. The agreement
is signed at United Art-
ists' New York office by
Mr. Kramer, right, pres-
ident Arthur B. Krim,
left, and board chair-
man Robert S. Benjamin.
Mr. Kramer's current
commitment is "The
Pride and the Passion."

THE HOST. Earl Douglass, manager
of the Wareham theatre, Manhattan,
Kan., with his guests tor the opening
of Universal's "The Private War of
Major Benson." They are Tim Hovey,
new child star; Mrs. Douglass; their
son, Bobby, and Julie Adams, right,
also a star in the picture.

DAVE S. KLEIN of the Astra theatre in
Kitwe/ Nkana, Northern Rhodesia, Africa,
and a long and loyal supporter of our
Managers Round Table and consistent con-
tributor to the What the Picture Did for Me
department, was in to visit us the other day.
He gives to his assorted patrons the balm
and surcease for which our industry is
noted, and he woos them with showmanship
notable anywhere. Business is good, Cinema-
Scope is fine, and he's going to have two
theatres soon, he says.

IN TOKYO, at the right, a United Artists conference. The
Japanese staff, plus representatives from 10 other Far
Eastern countries, clusters about the home office men.
Seated are Milton Schneiderman, managing director for
Japan, and his guests: Arnold Picker, foreign distribution
vice-president; Max E. Youngstein, vice-president, and
Andy Albeck, assistant.

BETTER MANAGEMENT — and prizes. The scene at the
Odeon Theatres awards luncheon in Toronto. In array,
"Champion Showman" Frank Lawson, of the Danforth theatre,
Toronto, circuit president Leonard W. Brockington, general
manager David Sriesdorf, "Candy Sales Champion" William
Britt, of the Roxy, Newmarket, assistant general manager
E. G. Forsyth, and advertising and publicity director James
Hardiman.

by the Herald

PRESENTATION of the
first album of "Pete
Kelly's Blues" to studio
chief Jack L. Warner.
In array at the right,
music director Ray Hein-
dorf, producer Jack
Webb, Mr. Warner, and
Columbia Records pres-
ident J. B. Conkling.

RELAXING with three Goldwyn Girls from "Guys and Dolls"; Howard
Dietz, MGM advertising-publicity vice-president, at his New York office.
The girls are Barbara Brent, Larri Thomas, Jann Darlyn.

O'Neil's Pledge— Films
For Nation's Theatres

mKT¥ FIVE MiLUON A^gl NO/lOO

by JAMES D. IVERS

RKO Radio Pictures is in the motion
picture business to stay.

That is the firm and reiterated posi-
tion of Thomas Francis O'Neil, speak-
ing for the General Tire and Rubber
Company, which, through its subsidi-
ary, General Teleradio, is the new sole
owner of the company.

Monday, in Jersey City, Mr. O'Neil
handed Thomas A. Slack, representing
Howard Hughes, a bank check for $25,-
000,000, payment in full for the motion
picture production and distribution
company. That afternoon he was
elected chairman of the board and
Tuesday afternoon he exposed himself to the eager questioning of upwards of 100
representatives of the press.

Their eagerness arose from the fact that many persons in motion picture, television
and financial circles have assumed that because Mr. O'Neil is president of General
Teleradio, owners of five TV stations, the Yankee and Don Lee networks, and 95
per cent of the Mutual Broadcasting System, his primary purpose was the acquisition
of RKO's library of films. To repeated and sometimes repetitive questioning on this
point, Mr. O'Neil said:

1. It is true that the backlog of films first attracted his attention as a source of
TV program material but during the year-long negotiations "we became convinced
there is a large and growing market for fine films for theatrical distribution."

2. "It is our full purpose to continue and to increase RKO's role in the important
theatrical release field and more vigorously to pursue the successful operation of the
company as a motion picture company."

3. The new owners are morally if not legally bound by a promise made to Howard
Hughes who made it a condition of sale that the company continue substantially as
it is. This he desired for both humanitarian and economic reasons, tor the sake of
the employees of the company and because he did not want to see a major motion
picture company removed from the field.

Mr. O'Neil said frankly that he could not give specific or detailed plans for the
company until he and his organization become oriented. There are no present plans
for any changes in personnel he said, except for the appointment of Charles Glett
as supervisor of production at the studio. He will replace C. J. Tevlin, present
director of studio operations, who is leaving to continue with the Hughes organization.

Production, both direct by the company and through independents will continue
and will be expanded as necessary. There will also be direct production for television.

The company's present distribution organization will be kept intact and "given
plenty to do." The company's announced release schedule will be continued in force
and probably supplemented. This includes "Jet Pilot," completed some time ago,
and "The Conqueror," finished last autumn. Asked if these would be seen on tele-
vision before they were released, Mr. O'Neil snapped erect and said, "No. You can
go see them in your theatre."

On the point that the purchase represents sole control of a motion picture com-
pany by television interests, Mr. O'Neil said that obviously it was "vertical integra-
tion" in order to acquire control of a source of supply, — facilities for producing new
film as well as control of the inventory that already exists.

On the production side he envisions the making of "new, good quality feature
films, designed for television, which as they become available probably will push
aside the older product which is now being used out of necessity. ... It will be a
process of product substitution rather than any real addition of supply to the market."

Much of the inventory of some 800 older films "quite likely will ultimately appear

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[Continued on page 16, column 3]

WE WILL continue RKO Radio as a valuable
part of the film industry, Thomas F. O'Neil
tells the press. With him is Jack Poor,
Mutual executive, now an RKO director.

MOTION PICTURE HERALD, JULY 33. 1955

ALLIED SETTING SIGHTS
OX FEDERAL REGFLATIOX

Board Drops Conciliatory
Approach After Report
From Emergency Group

by VINCENT CANBY

Just when things were beginning to look
up at the summit of exhibition affairs, Allied
States Association, in the persons of its
board of directors, examined a report of its
Emergency Defense Committee and conse-
quently decided to abandon its recent con-
ciliatory attitude in favor of a concerted
drive for Federal regulation of the industry.
Spiritually, it was a neat twist on the results
of that other summit conference at Geneva.

Meeting in Washington last
Wednesday and Thursday the Allied
board announced that it was now
“prepared and determined to go for-
ward” with the drive for Federal
regulation and “will do so as rapidly
as circumstances permit.”

At the same time the board passed two
resolutions which : Focussed attention on
“whether the quota restrictions of foreign
countries which grant subsidies to their own
producers are having the extraterritorial
effect to regulate production in this country,
and, if so, what our Government proposes
to do about it” ; and which

Scored “the growing practice of the film
companies in demanding as film rental for
virtually all box office attractions 50 per
cent regardless of the gross receipts of thea-
tres” and directed the EDC to study “the
growing evil” of 50 per cent pictures.

TOA Leaders Express
Disappointment at Move

Allied’s new determination to go to the
Government was met with both “surprise
and disappointment” by leaders of Theatre
Owners of America, with whom, for the last
several months. Allied has been presenting
an encouraging solid front on trade practice
affairs. This unity was most pronounced in
the joint Allied-TOA committee which held
the recent series of talks with distribution
company chiefs, aimed at acquainting the
latter with exhibition problems.

It was after hearing the report of its EDC
members on this joint committee that the
Allied board decided upon its course of ac-
tion. The report, however, was not to be
made public, the board said, until the film
companies have had “a reasonable time in
which to announce and put into effect the
promised change in their selling policies.”
The Allied announcements out of Wash-
ington immediately prompted E. D. Martin,
president of TOA, to issue a statement
which read :

“TOA’s disappointment stems from the
fact that the work of this (joint) committee

ALLIED AND TOA IN
TRADITIONAL ROLES

Allied States Association's historic
role as an organization of ambitious
action and Theatre Owners of Amer-
ica's role as an organization of more
temperate design, were confirmed
once again last week as the Allied
board, meeting in Washington,
dropped all plans for peaceful solu-
tion to trade problems and mapped
strategy for Government interven-
tion. At the same time, Alfred Starr,
chairman of the TOA executive com-
mittee, warned from New York that
exhibition will never see the full
potential of strength, never reach the
real goal of defense against the ex-
ternal facets of the industry, until
"we all come to learn that there is
strength in unity." Mr. Starr added
that it still "is my most revered hope
that one day there will be one
national exhibition organization in this
country."

is not nearly completed. We feel that the
committee made distributors cognizant, for
the first time, of the harsh economic plight
of exhibition and that this committee had
obtained valid promises which we have
every reason to believe will be implemented
and honored.

“For ourselves we intend to continue this
plan of getting relief, and we are sorry that
Allied has chosen to withdraw from the
field of friendly negotiations, long before
they have been satisfactorily concluded.

Martin Expects Vital
Concessions to Come

“We cannot emphasize too strongly our
belief that the visits made to the various
film companies by members of the Allied
and TOA groups will bring about impor-
tant concessions for all exhibitors, large and
small. TOA has historically taken a dim
view of the value to exhibition of govern-
mental intervention, and the results obtained
in the past certainly justify our pessimism.
However that may be, we are irrevocably
committed to going forward with the dis-
cussions that have been initiated and which
we are confident will be productive of relief
from the harsh terms and conditions now
imposed on exhibition.

“The TOA committee that joined with
the Allied group in visits with the presidents
and distribution sales heads, will be pre-
pared to make final report to the joint meet-
ing of the board of directors and executive
committee on October 5 in Los Angeles.
Final TOA action will be taken at that

time.” The 1955 TOA convention will take
place at the Hotel Biltmore in Los Angeles
October 6-9.

Following last week’s Allied board meet-
ing, Abram F. Myers, Allied general coun-
sel, said he expected a Congressional hearing
on Allied’s bid for Federal control, but not
until after Congress reconvenes in January.
Time is needed, Mr. Myers said, to deter-
mine whether it would be better to introduce
a bill in Congress and then hold the hearing
before a legislative committee, or whether
the hearing should be held before an inves-
tigatory committee, such as the Senate Small
Business Committee, which is not empow-
ered to propose or originate Congressional
legislation.

Action on Government
Intervention Delayed

The Allied board, in a statement issued at
the conclusion of the two-day meeting, de-
clared it wished to make it clear that action
on Federal regulation had been postponed in
order to allow the EDC time in which “to
explore the possibilities of peaceful settle-
ment” and in order that Allied “might per-
fect its case for presentation to Congress.”
Mr. Myers commented tersely by saying;
“The train is back on the track.”

The board also said that the results of the
EDC-distributor negotiations “fell far short
of the hopes and expectations of the board”
and consisted “only of oral promises made
by certain film executives in general terms
and relating only to the very smallest ex-
hibitors.” In the case of some companies,
the board said, the promises were “confined
to distress situations.”

In discussing the foreign quota situation,
the board said; “The relation between the
number of films that may be exported by
American film companies under the quota
laws and the number being produced and
made available in the American market
appears too marked for happenstance.”

Board Cites Regulation
In Foreign Countries

In addition, the board said, some of its
information on government film regulation
in European countries might not only influ-
ence members of Congress, but might also
“reassure the few exhibitors who have been
made uneasy by the propaganda emanating
from the film companies concerning the dire
consequences to the exhibitor if such regu-
lation comes to pass. ... In virtually all
European countries there is some form of
government-imposed ceiling on film rentals
and in some there is what amounts to com-
pulsory arbitration of film rentals.”

Under these conditions, the board con-
tinued, “and apparently because of them, the
foreign exhibitors are prosperous and
happy.”

MOTION PICTURE HERALD. JULY 30, 1955

AVAiLABLE IN Al

BETTY SHEREE BOB

6RABLEN0RTHCUMMINGS

CHARLES TOMMY

COBURN NOONAN

VgAaj T^>f>ufio7C'

SHEREE NORTH TV APPEARANCES on top-rated
national network shows: Colgate Variety Hour,
Name’s the Same, Dave Garroway, Home
Show, Steve Allen, Arthur Murray Party,-,
Morning Show, “What’s My Line,” “Masquer-
ade Party” — and more!

BETTE RICHARD JOAN

DAVIS TODD COLLINS

The

Qjieen

WATCH THE NATIONAL PUBLICITY fan out in

July from Portland, Me., Bette Davis’ home
town, where gala world premiere will be
covered by press syndicates, national maga-
zines and noted radio-TV commentators.
Special Bette Davis subject, filmed at her
home, will be available FREE for local
planting.

TWO BEST-SELLING RECORDS! Title song, re-
corded by top female vocalist Theresa Brewer,
already an airwaves sensation! Six different
“Shake, Rattle and Roll” recordings plugging
film’s Rock ’N’ Roll production number!

LIFE devotes cover to Sheree North. Stories
and layouts already set in Cosmopolitan, Red-
book, American, Good Housekeeping, Tempo,
Quick! Plus full fan magazine ad campaign!

COLOR by DE LUXE

Ol N EM aScoP£

Produced, Directed and Screen Play by

NUNNALLY JOHNSON

RADIO AND TV GUEST STAR appearances
by Richard Todd, cashing in on his ac-
claimed role in “A Man Called Peter ’’ and
plugging “The Virgin Queen.”

WATCH FOR NATIONAL MERCHANDISING
PROMOTIONS and special “comic” book edi-
tion to help pre-sell “The Virgin Queen.”

COLOR by DE LUXE

C|NemaScoP£

Produced by Directed by

CHARLES BRACKETT • HENRY KOSTER

Written by

HARRY BROWN and MINDRET LORD

BACKED BY TBE 20th SHOmtANSKIP TB

WST FROM 20ai

WILLIAM JENNIFER

HOLDEN JONES

LdOve is s IN^sriv-
S|»lsnclorscl
TKiing

ED SULLIVAN'S TOAST OF THE TOWN salutes
“LOVE IS A MANY-SPLENDORED
THING” by presenting to its over 37,000,000
viewers a preview of the picture and a spec-
tacular production number featuring one of
America’s top vocalists singing its beautiful
title song!

THE GREAT TITLE SONG will sweep the nation in
recordings by The Four Aces, Don Cornell,
Woody Herman, David Rose.

NATIONAL MAGAZINE CAMPAIGN —
launches an advertising saturation program
designed to reach at least 40,000,000 readers
of the nation’s top publications!

CONDENSATION OF HAN SUYIN'S BEST-
SELLER in September issue of 20,000,000 reader-
ship in Woman’s Home Companion.

HUMPHREY GENE

BOGARTTIERNEY

The IfFTHANDOFqoP

GENE TIERNEY INTRODUCES exciting scenes
from the picture on Ed Sullivan’s “Toast
of the Town” August 28th, inaugurating the
first of the many guest TV appearances by
the cast designed to reach over 37,000,000
viewers!

NATIONAL MAGAZINES headed by
LIFE, LOOK, THIS WEEK and RED-
BOOK are featuring this outstanding mo-
tion picture to their 85,000,000 readers!

SPECIAL POCKET BOOKS motion picture
edition of William E. Barrett’s best-selling
novel, featuring full-color cover devoted to
scene from picture.

BOGART SINGS! Humphrey Bogart and
Lauren Bacall will record “Loaf of Bread”
from picture’s musical score. This is a
recording “first” which will create coast-
to-coast publicity.

NATION-WIDE FASHION PROMOTION with

nation’s leading department stores, timed to
picture’s release. Special editorial section in
Vogue Magazine.

COLOR by DE LUXE

0|Nema5coP£

Produced by

Directed by

Screen Play by

BUDDY ADLER • HENRY KING • JOHN PATRICK

COLOR by DE LUXE

On EMA

also starring LEE J. COBB

Produced by Directed by

BUDDY ADLER • EDWARD DMYTRYK
Screen Play by ALFRED HAYES

EXHIBITORS!

‘“'"•"“S'?,

AT SELLS MORE TiCKETS!

for AUDIENCE AWARDS!

As Maine Knows, So Knows
The Nation — About ‘‘Queen ”

by JAMES D. IVERS

Twentieth Century-Fox told Portland.
Maine, about its newest release last Friday
and using that proud down east city as a
generating point this week was fanning pub-
licity about it to the nation. As of Friday
evening there could hardly have been a man,
woman or child in Portland who did not
know that their neighbor and good friend
Bette Davis, was the star of “The Virgin
Queen.”

crowd of more than 3,000 persons stood
in a broiling sun in front of Portland’s City
Hall at noon time for an hour waiting for
a delayed plane load of stars, television per-
sonalities and newspaper people. The wait
did not dim their enthusiasm. They cheered
when City Council President Ben B. Wilson
presented Miss Davis a plaque honoring her
for her activities in behalf of the Children’s
Theatre, for which the premiere was a bene-
fit.

Crowds Line Streets

Lining the streets, they cheered some
more as stars Jay Robinson, Tom Ewell,
Conrad Xagel, Faye Emerson and Jinx
kalkenburg McCrary, proceeded by car to
the home of Mrs. Jean Gannett Williams,
publisher of the Portland Evening Express,
Press Herald and Sunday Telegram, for a
real Xew England clambake, and to Miss
Davis’ home on Cape Elizabeth for cock-
tails.

And by the thousands they blocked off the
downtown streets of Portland and, at $10 a
ticket, jammed the Strand theatre for the
opening of the picture, preceded by street-
side radio and television interviews of the
visiting celebrities.

The end product, in terms of good will
for the industry and specific publicity for
“The \ irgin Queen,” reviewed in this
week’s Product Digest, included thousands
of column inches of newspaper publicity

ITEWOra.1
tEMIERE^
GIN QUEEII

Top. Siors Jay Robinson and Conrad Nagel,
left, and Tom Ewell, righf, are welcomed to
Portland by Bette Davis and her husband,
Gary Merrill. Above. Miss Davis is inter-
viewed for local television in front of the
Strand theatre before the opening.

locally and on the wire services, and at least
a dozen taped and filmed television and radio
interviews which were used on the networks
this week.

Credit for a smoothly run show, and an
enormously effective one, goes to Charles
Einfeld’s publicity and exploitation staff,
headed by Ed Sullivan and including Meyer
Hutner, Leo Pillot, Ira Tulipan and Harold
Rand of the home office, and Phil Engle of
the Boston office.

Levy Resigns Disney Post

Charles Levy has resigned as eastern pub-
licity, advertising and exploitation head of
Walt Disney Productions to establish his
own public relations organization. He has
been with the company 12 years.

Form New
Company

Richard Davis and John G. McCarthy
this week in New York announced the for-
mation of a new film importation and dis-
tribution company, United Motion Picture
Organization, which will specialize in the
presentation of European film product to the
American and Canadian market.

Mr. Davis is president and Mr. McCarthy
chairman of the board of the new firm. The
latter formerly was vice-president and man-
aging director of international affairs for
the Motion Picture Association of America.

Mr. Davis and Mr. McCarthy said they
were negotiating with national distributing
organizations for those importations which
have mass U. S. audience acceptability.

O'NEIL PLEDGE

(Continued from Page 12)

on television.” The process will be slow, "It
should be emphasized, that no major film
company,” and Mr. O'Neil made it clear
that he was including himself here as the
new proprietor of a major film company, "is
likely to make its entire library available at
one time. It is not likely there will be any
real upset, least of all any 'loosening of the
floodgates' to pour thousands of films on a
suddenly disinterested market.”

Young — he was born April 15, 1915 —
and vigorous, Mr. O'Neil was straightfor-
ward and down to earth in his answers, most
of which would have delighted any exhibitor
convention. He has been in the entertain-
ment business since 1947 when, a vice-
president of General Tire of which his
father is president, he became vice-presi-
dent and a director of the Yankee Network.
Along with his knowledge of the business he
has a refreshing frankness — "We'd better
start making money with RKO; right now
I'm a nervous man"; determination — "The
only thing that will close up the company
will be the sheriff"; and a layman's dislike
for red tape — "After the last few months
of negotiations, if I ever have a chance to
learn something about the law, I won't."

The interview, held at the Hampshire
House on New York's 59th Street, was a
model of its kind. Mr. O'Neil was flanked
by Jack Poor, executive vice-president of
Mutual, and now a director of RKO Radio;
George Ruppel, vice-president and trea-
surer of Mutual; Bob Manby of the execu-
tive staff of General Teleradio; Dwight
Martin, vice-president and director of the
film division of General Teleradio; and Bob
Schmid, vice-president of General Tele-
radio. The arrangements were made by
Ed Butler, director of public relations for
General Tire, and by Francis X. Zuzulo,
director of press information for General
Teleradio.

As it broke up, Mr, O'Neil said, "This
acquisition was made to make us better
able to develop entertainment both inside
and outside the home."

That nailed it down.

MOTION PICTURE HERALD, JULY 30. 1955

XAME FIRST ISOMIISEES
FOR AFDIEISCE POLL

THE EXHIBITOR SELECTIONS;

COMPO Gives Exhibitors'
Selections to Press at
Luncheon in Hollywood

by WILLIAM R. WEAVER

HOLLYWOOD : Nominations for the first
pul)lic election of favorite stars, pictures and
most promising newcomers were announced
to the press of the nation Wednesday in
Hollywood. The nominees, ten in each
category, were selected by the exhibitors of
the country in balloting conducted by the
Council of Motion Picture Organizations
which is sponsoring the poll.

Nominees Are Eligible
For Vote Nov. 17-27

.•\nnouncement of the exhibitor nomina-
tions based on pictures released between
October 1, 1954 and March 31, last, was
made at a luncheon in the Crystal Room of
the Beverly Hills Hotel. These nominees
now become eligible for balloting by the
public during the final election — November
17 to 27. Other nominations will be made
by exhibitors from pictures released between
March 31 and next September 30.

The luncheon, attended by several hun-
dred Hollywood celebrities including top-
flight motion picture stars, was sponsored
by the Audience Awards Poll Committee of
COMPO.

With Dick Powell as toastmaster, Walter
Pidgeon, president of the Screen Actors
Guild, presented certificates of nominations
to the actresses whose performances during
the first six-month nominating period were
voted the best. Mr. Pidgeon also accepted
certificates in behalf of the actors who have
been similarly honored. June Allyson made
the presentation to actors voted the “most
promising new male personalities” for roles
during the voting period.

After an introduction by Toastmaster
Powell, A1 Lichtman, vice-president in
charge of distribution for 20th Century-Fox,
outlined briefly the six year history and
function of COMPO, which he serves as co-
chairman.

Rhoden Expects Millions
To Come to the Polls

Elmer C. Rhoden, president of National
Theatres Inc. and national chairman of the
Audience Awards Poll Committee, said that
he expected millions of people will express
their choice of pictures and personalities in
the first annual Audience Awards Poll.

Singling out the assembled Hollywood
press correspondents, Mr. Rhoden said,
“Your interest in the Audience Awards
Poll should be as keen as that of the exhibi-
tors for it is your readers who will make up

The 10 pictures nominated as the best
of those released between October 1,
1954 and March 31 last were announced as
follows :

“The Bridges of Toko-Ri,” Paramount;
“Battle Cry,” Warner Brothers; “Black-
board Jungle,” MGM ; “Country Girl,”
Paramount; “The Long Grey Line,” Co-
lumbia ; “Rear Window,” Paramount ;
“Sabrina,” Paramount ; “A Star Is Born,”
Warner Brothers; “There’s No Business
Like Show Business,” 20th Century-Fox;
“White Christmas,” Paramount.

The 10 male players nominated for best
performances and the pictures in which
they appeared were as follows:

William Holden in “The Bridges of
Toko-Ri,” Paramount; Spencer Tracy in
“A Bad Day at Black Rock,” MGM ;
Glenn Ford in “Blackboard Jungle,”
MGM ; Bing Crosby in “Country Girl,”
Paramount ; Marlon Brando in “Desiree,”
20th Century-Fox; Tyrone Power in
“The Long Grey Line,” Columbia; James
Stewart in “Rear Window,” Paramount;
James Mason in “A Star Is Born,” War-
ner Brothers; Gary Cooper in “Vera
Cruz,” United Artists; Burt Lancaster in
“Vera Cruz,” United Artists.

the large majority of public voters in No-
vember.”

Mr. Rhoden continued: “If we had given
the public this opportunity to express their
preference in yom;g actors and actresses 25
years ago I feel confident we would have
many more young star players attracting
a vast young audience today.”

B. B. Kahane, vice president of Columbia
Pictures, spoke of the Hollywood producers’
interest and enthusiasm for the Audience
Awards Poll. He placed special emphasis
on the service the poll will render to pro-
ducers in casting new personalities in im-
portant and expensive pictures. Mr. Kahane
added that several Hollywood studios would
soon produce special short subjects for the
purpose of exploiting their new talents and
that the Audience Awards Poll fits perfectly
into these plans.

At the conclusion of the meeting, officers
of COMPO and Robert W. Coyne, special
counsel for the Audience Awards Poll, met
with newsman in a question-and-answer
period.

This week the second nominating ballot
for the Audience Awards Poll was in proc-
ess of distribution to some 18,000 theatres,
including drive-ins, throughout the country.
This ballot covers pictures released between
April 1, 1955 and June 30, 1955.

The 10 female players nominated for
best performances and the pictures in
which they appeared were as follows :
Ava Gardner in “The Barefoot Con-
tessa,” United Artists; Dorothy Dan-
dridge in “Carmen Jones,” 20th Century-
Fox ; Grace Kelly in “Country Girl,”
Paramount ; Maureen O’Hara in “The
Long Grey Line,” Columbia ; Elizabeth
Taylor in “The Last Time I Saw Paris,”
MGM ; Audrey Hepburn in “Sabrina,”
Paramount; Judy Garland in “A Star Is
Born,” Warner Brothers; Susan Hay-
ward in “Untamed,” 20th Century-Fox;
June Allyson in “A Woman’s World,”
20th Century-Fox; Doris Day in “Young
At Heart,” Warner Brothers.

Nominations for the 10 most promising
new male personalities went to :

Tab Hunter, John Ericson, Harry Bela-
fonte, Russ Tambl3m, Jack Lemmon, Jack
Balance, George Nader, Richard Egan,
Brian Keith and Gig Young.

These were nominated as the 10 most
promising new female personalities:
Dorothy Malone, Dorothy Dandridge,
Barbara Rush, Anne Bancroft, Kim
Novak, Anne Francis, Rita Moreno, Lori
Nelson, May Wynn and Cleo Moore.

Like the first ballot it is distributed
through the regional offices of National
Screen Service,

Mr. Coyne emphasized that it was urgent
that all exhibitors fill in and mail their bal-
lots as quickly as possible in the postage-
paid envelope enclosed for that purpose. All
ballots for the second series of nominations
must be in the hands of Price Waterhouse &
Co. not later than August 15.

The winners of the first ballot, together
with the five top names on the second and
on the third nominating ballots, will appear
on the official ballot to be voted on by the
public in the Audience Awards election to
be held November 17-27.

On the second ballot, each exhibitor is
asked to nominate not more than five names
in each of the five categories. No player
may be nominated for more than one per-
formance. Nomination of a picture, how-
ever, does not necessarily mean that the
exhibitor must also nominate the stars or
promising personalities listed in that picture.

Personalities may be named for their per-
formance in any qualified pictures besides
those elected as the best. No ballots will be
considered if more than five pictures and
more than five players in each category are
nominated, or if a player is nominated more
than once.

MOTION PICTURE HERALP, JULY 30, I9"5

More Than 35 Years,

PmRAMOUN

HONORED THIS YEAR AS THE BIG PICTURE TO

FREDERICK BRISSON

Rosalind Russell’s first film as
a song-and-dance girl, following
her brilliant success on the Broadway
stage in the musical, “Wonderful Town’’.

3v»

yistaVisioh

MOTION PICTURE W HIGH-FIDELITY

Starri ng

with

ROSAUND RUSSELL

Eddie Albert

MARION LORNE ‘JAMES GLEASON • produced by

(Courtesy of MR. PEEPERS TV CO.)

Screenplay by Robert Pirosh and Jerome Davis

Dances and Musical Numbers Staged by Robert Alton

HIGHLIGHTW'

THIS FAMOUS EVENT :

-- X

It II be a wonderful thrill for showmen
to present the “Wonderful Town”
girl, having a wonderful time
in that fabulous town — Las Vegas!

Color by TECHNICOLOR

FERNANDO LAMAS

Gloria De Haven

Frederick Brisson • Directed by Robert Pirosh

Based on a Story by Phoebe and Henry Ephron
Songs by Hugh Martin and Ralph Blane

A Paramount Picture

Singing-est Star-Cast
of the year !

All four principals sing
outthese rousing hit tunes

IF YOU’LL ONLY TAKE
A CHANCE

AN OCCASIONAL MAN
AT LAST WE’RE ALONE
CHAMPAGNE
BIRMIN’HAM
OUT OF DOORS
HOMESICK HILLBILLY
THE GIRL RUSH

British Close
Beal to 3ialie
jVetr Censes

by PETER BURNUP

LOXDOX : Westrtx announces here that
arrangements have been completed for the
production in Great Britain of the Hi-Lux
\’al variable anamorphic lens.

The lens is manufactured by \V. Watson
& Sons. Ltd., under a license issued by Pro-
iection Optics Co., Inc., of Rochester, N. Y.
Westrex has exclusive distribution rights
and will demonstrate the new lens to the
British trade August 3. The action serves
to confirm the earlier disclosure of the
Board of Trade decision to halt the issuance
of import licenses for anamorphic lenses.

Cites Experimentation

Passing through London on the last leg
of a round-the-world trip, R. E. Warn,
W'estrex’s vice-president in charge of for-
eign operations, paused here last week to
talk to newsmen about the development of
new techniques in Hollywood. Experiments,
he said, are being carried out by MGM’s
Douglas Shearer and 20th Century-Fox’s
Earl Sponable to adapt the new double-
frame negative to their respective systems.

The aim, he said, of these and other ex-
periments is always better clarity and def-
inition with less grain in order to give the
customers better pictures on the big screen.
It is Mr. Warn’s personal impression that
the current developments indicate a trend
toward a dual form of exhibition, a standard
and a de luxe.

Incidentally, other companies here already
manufacturing anamorphic lenses are J.
Arthur Rank’s British Optical and Pre-
cision Engineers and the Wray Optical
Company. B.O.P.E.’s Varamorph is turned
out currently at the rate of 400 a month.
First deliveries from the Wray concern are
expected before the end of July.

Spyros P. Skouras, in behalf of 20th Cen-
tury-Fox, and John Schlesinger Tuesday
signed the agreement in the latter’s London
office by which 20th-Fox acquires the
Schlesinger interests in African Theatres.
In addition to these interests, the transaction
includes certain cinemas and other proper-
ties privately owned by Schlesinger.

The transaction is subject to 20th-Fox’s
ability to acquire all the remaining ordinary
shares in African Theatres, other than those
at present held by the Schlesinger interests,
or at least 90 per cent of the total. If this
is not achieved by December I next, 20th-
Fox has the option of cancelling the pact.

The Board of Trade announces that
Douglas Raymond Collins has accepted its
invitation to become a member of the board
of the National Film Finance Corporation.
He is managing director of a number of
non-cinema, industrial concerns.

14 U.A. Overseas Units
Top Billings Quota

Fourteen of United Artists’ overseas
branches have topped their billings quotas
in the first six-month competition of the
year-long, international Blockbuster Drive
honoring Robert S. Benjamin, chairman of
the board, it was announced this week by
drive co-captains Arnold M. Picker, vice-
president in charge of foreign distribution,
and Louis Lober, general manager of the
foreign department. The winning offices in-
clude three branches in the French organiza-
tion: Casablanca, Algiers and Tunis; two in
Australia; Adelaide and Perth; and Tokyo
(Japan); Stockholm (Sweden); Manila
(Philippines); Santiago (Chile); Taipei
(Taiwan) ; Singapore (Straits Settle-
ments) ; Port of Spain (Trinidad) ; Glas-
gow (Great Britain); Curitiba (Brazil).
Each branch will receive a cash prize.

Thorpe Post
Is Shifted

Lacy Kastner, president of Columbia Pic-
tures International Corporation, has an-
nounced the appointment of Max Thorpe
as chairman of the board of Columbia Pic-
tures Corp., Ltd., England. Mr. Thorpe
who has served as managing director of
that company for many years, has asked to
be relieved of the operational duties because
of recent ill health.

At the same time, Mr. Kastner announced
the appointment of M. J. Frankovich to
succeed Mr. Thorpe as managing director of
Columbia Pictures Corp., Ltd. Mr. Franko-
vich has been active during the last few
years in independent production, with “Foot-
steps in the Fog” and “Joe Macbeth” for
forthcoming Columbia release. He will now
devote himself exclusively to the supervision
of Columbia’s activities in England.

Mr. Kastner also announced that Wil-
liam Levy has been appointed to the posi-
tion of manager of distribution.

RKO Sets Release on
Three Top Pictures

RKO has set national release dates for
three of its forthcoming pictures, “Bengazi,”
“Tennessee’s Partner,” and “The Treasure
of Pancho Villa,” H. H. Greenblatt, do-
mestic sales manager, announced last week.
“Bengazi,” a Panamint Pictures production
produced by Gene Tevlin and Sam Wiesen-
thal, starring Richard Conte, Victor Mc-
Laglen, Richard Carlson and Mala Powers,
will be released August 31. “Tennessee’s
Partner,” Benedict Bogeaus’ Superscope-
Technicolor production directed by Allan
Dwan, starring John Payne, Ronald Reagan,
Rhonda Fleming and Coleen Gray, is set
for release on September 21. “The Treasure
of Pancho Villa,” an Edmund Grainger
production filmed in Superscope and color
by Technicolor, starring Shelley Winters,
Rory Calhoun, Gilbert Roland and Joseph
Calleia, will be released October 5.

COMBO Sets
Bues Brire

In order to meet the heavy cost of the
Audience Awards campaign, a possible re-
newal of the Federal tax removal drive and
its public relations activities, COMPO will
conduct a dues collection canvass during the
month of August, Robert W. Coyne, special
counsel, announced last week. The campaign,
which was authorized by the COMPO ex-
ecutive committee, representing all branches
of the industry, will be the first appeal for
funds since 1953, as no annual dues were
requested last year.

The schedule of dues this year will be
held to the reduced level instituted in the
dues campaign two years ago. As in the
past, dues from exhiibtors would be matched,
dollar for dollar, by contributions from the
distributing companies.

With the approval of the general sales
managers, the campaign will be conducted
in the same manner as previous COMPO
dues solicitations, with the sales forces of
all the film companies canvassing all ex-
hibitors.

The schedule of dues, as approved by the
COMPO governing committee, is as fol-
lows :

Four-Wall Theatres

Up to 500 seats $ 7.50 yearly

“ “ 750 “ 11.25 “

“ “ 1,000 “ 18.75 “

“ “ 2,500 “ 37.50 “

Over 2,500 “ 75.00 “

I'rive-In Theatres

Up to 300 car capacity $ 7.50 yearly

“ “ 500 “ “ 11.25 “

“ “ 600 “ “ 18.75 “

Over 600 “ “ 37.50

A meeting of all branch managers was
held in each exchange city this week, for
the development of a field organization and
the distribution of work.

New York Film Labs Local
Signs Two-Year Contract

Local 702, which represents laboratory
workers in the film processing plants in
New York, has accepted a two-year con-
tract, retroactive to June 19, 1955, which
provides for the establishment of a pension
fund and wage increases, according to
Joseph E. McMahon, secretary of Republic
Pictures Corporation, and chairman of the
management negotiating committee. The
new tw'O-year pact provides that the labora-
tories establish a pension fund at the rate
of $4 a week or 10 cents an hour, a 12)4
cents hourly wage increase, three weeks
vacation for employees with 12 or more
years of service, and the adjustment of
other working conditions and rates.

Lees Has Carpet Color Film

“Amazing What Color Can Do !” is the
title of a film being offered by James Lees
and Sons Company first to retailers and later
to consumers. The film stresses the impor-
tance of color as well as content, construc-
tion and price.

MOTION PICTURE HERALD, JULY 30, 1955

SA.G Votes
TV Strike

HOLLYWOOD : The Screen Actors Guild
membership, in an emergency mass meeting
at the Hollywood Legion Stadium last Sun-
day night, voted to authorize a nationwide
strike against television film producers fol-
lowing a breakdown in contract negotia-
tions.

The guild immediately disclosed that bal-
lots, returnable by July 31, were on their
way to the Guild’s 10,000 members, together
with a letter from the board of directors
unanimously recommending a “yes” vote.
A Guild spokesman said the strike can be
expected to begin August 1 or “very shortly
thereafter.”

The three-year contract covering actors
in entertainment television films expired last
\\'ednesday night. The board’s letter to the
membership said in part, “the existing con-
tract was negotiated in the infancy of the
television entertainment business. During
three years, the income of the television film
industry has increased several hundred per
cent. We believe that actors are now entitled
to a just increase.”

Report lA Demands
Royalty on Pictures

Film company executives were briefed on
the studio contract demands of lATSE by
Y. Frank Freeman, chairman of the Asso-
ciation of Motion Pictures Producers, and
Charles Boren, vice-president in charge of
labor relations for AMPP, at a meeting in
New York this week.

Attending the closed door session was
Eric A. Johnston, president of the Motion
Picture Association of America. Mr. Boren,
reached in the afternoon following the close
of the session, declined comment. It is un-
derstood that “lA,” in addition to seeking
a five-day week, is requesting a five per cent
royalty on theatrical films released to TV
and reissues, to be paid into the union’s pen-
sion fund, and a basic wage rise. The con-
tract expires October 25.

Expect $4,000,000 Budget
For U.S.I.A. Film Program

WASHINGTON : Officials of the U. S.
Information Agency expect that between
$4,000,000 and $4,300,000 will be allotted to
the motion picture program for the current
year. This would be up sharply from the
$3,087 ,000 on which the film program oper-
ated during the year ending June 30. The
agency had sought $4,484,000 for the film
program for this year. U.S.I.A. had asked
$88,500,000 for this year for the entire
agency, and Congress voted $85,000,000.
Congress did not specify how the total was
to be allotted the various media. Agency
officials said they thought they would feel
their way for some while in breaking the
total down among the media, but that they
were confident the film program would be
over $4,000,000, possibly to $4,300,000.

J^oKuwood .Sc

>cene

HOLLYWOOD BUREAU

llllllllllllllllllllllllllllllllllllllllllllllllllllllllilll

THE start of five pictures, offset by the
completion of four others, lifted the over-
all shooting level to 30 as of the weekend.

Allied Artists started two pictures.

“The Toughest Man Alive” is a William
F. Broidy production directed by Sidney
Salkow with Dane Clark, Lita Milan, Myrna
Dell, Anthony Caruso and Tony Rock.

“World Without End” is produced by
Richard Heerniance, with Edward Bernds
directing Hugh Marlow, Nancy Gates, Lisa
Montell and others.

“The Gamma People,” a Warwick Pro-
duction for Columbia release, got under way
in Austria. John Cossage is the producer,
John Gilling the director, and the cast is
headed by Paul Douglas and Patricia
Medina. Irving Allen and A. R. Broccoli
are executive producers.

“A Day of Fury,” Technicolor, is a Uni-
versal-International project, with Dale Rob-
ertson, Mara Corday and Jock Mahoney in
top roles. Robert Arthur is the producer,
Harom Jones the director, and Technicolor
the process.

“The Burglar” is a Samson Production,
independent, presenting Dan Duryea,
Martha Vickers, Jayne Mansfield, Peter
Capell, Wendell Phillips and others. Louis
W. Kellman is the producer. Paul Wendi-
kows is directing.

Des Moines Honors Gregory
And "Hunter" at Premiere

DES MOINES : This city rolled out the
red carpet Tuesday night for a day-long
tribute to native son Paul Gregory and his
first film production. United Artists’ “Night
of the Hunter,” which had its world pre-
miere at the local Paramount theatre to cap
the day’s activities. Governor Leo A. Hoegh
of Iowa and Mayor Joe Van Dreser of
Des Moines headed the list of local digni-
taries who joined the Hollywood group in
the festivities. In the latter group were
Charles Laughton, director of the film, Elsa
Lancaster, Marilyn Maxwell and others.

Technicolor Gets Plant

Technicolor Motion Picture Corporation
this week took title to the buildings and
grounds in Burbank, California, formerly
owned by Color Corporation of America, it
was announced by Herbert T. Kalmus,
Technicolor president and general manager.
Technicolor will utilize the former Cine-
color plant for its research staff and
laboratories.

THIS WEEK IN
PRODUCTION:

STARTED (5)

ALLIED ARTISTS

Toughest Man Alive
World Without End
(Color)

COLUMBIA

Gamma People
(Warwick)

COMPLETED (4)

COLUMBIA

Houston Story

M-G-M

Kismet (CinemaScope;
Eastman Color)

SHOOTING (25)

COLUMBIA

Tambourine (Welsch;
CinemaScope;
Technicolor)

Battle Stations
44 Soho Square
(Location Prods.)

1984 (Holiday Prods.)

INDEPENDENT

Patterns

(Harris-Myerberg)

M-G-M

Last Hunt

(CinemaScope;
Eastman Color)
Tender Trap
(CinemaScope;
Eastman Color)

I'll Cry Tomorrow

PARAMOUNT

Proud and Profane
(VistaVlsion;
Technicolor)

Lady Eve
( VistaVision;
Technicolor)

War and Peace ( Ponti-
De Laurentiis;
VistaVision ;
Technicolor)

Man Who Knew Too
Much (VistaVision;
Technicolor)

Ten Commandments
(VistaVision;
Technicolor)

UNIVERSAL-INT'L

Day of Fury
(Technicolor)

INDEPENDENT

Burglar

(Samson Prods.)

REPUBLIC

Treachery

WARNER BROS.

Sincerely Yours
( WarnerColor)

RKO RADIO

Slightly Scarlet
(SuperScope;
Technicolor)

Glory (David Butler;
SuperScope;
Technicolor)

Way Out

(Todon Prods.)

20TH-FOX

Good Morning Miss
Dove (CinemaScope;
color)

UNITED ARTISTS

Three Bad Sisters
(Bel-Air Prods.)
Foreign Intrigue
(S. Reynolds;

Eastman Color)

UNIVERSAL-INT'L

Red Sundown (formerly
"Decision at Duran-
go"; Technicolor)
Benny Goodman Story
(Technicolor)

Square Jungle

WARNER BROS.

Court-Martial of Billy
Mitchell (U. S. Pic-
tures; CinemaSsope;
WarnerColor)
Searchers

(V. C. Whitney;
VistaVision; color)
Giant (George Stevens:
WarnerColor)

llllllllllllllllllllllllllllllllllllllllllllllllllllllllllll

Wins "Small Fry Award"

Tim Hovey, Universal - International
child actor, has been named the winner of
the Screen Children’s Guild “Small Fry
Award” for the outstanding performance by

a child actor during 1955. Phillip McClay,
president of the Guild, awarded the chil-
dren’s “Oscar” — an engraved golden skillet
— to young Tim in recognition of his per-
formance in U-I’s “The Private War of
Major Benson.”

I40TION PICTURE HERALD, JULY 30, 1955

Now audiences sit entranced
...sirens of the sea aii around

They're there with their stars — within touching dis-
fance— almost! That’s the thrill big-scTeen shows give
as nothing else in the entertainment-world ever has!
Part of it comes from size, of course; much of it is
illusion; all of it is the result of new technics in pro-
duction, processing and projection . . . technics which

the Eastman Technical Service for Motion Picture
Film is proud to have helped develop. Branches at
strategic centers. Inquiries invited.

Address: Motion Picture Film Department

EASTMAN KODAK COMPANY
^ Rochester 4, N.Y.

East Coast Division
342 Madison Avenue
New York 1 7, N.Y.

Midwest Division
1 37 North Wabash Avenue
Chicago 2, Illinois

West Coast Division
6706 Santa Monica Blvd.
Hollywood 38, California

THE WINNERS CIRCLE

Pictures doing above average business in key cities for the week ending July 23 were:

Albany: House of Bamboo (20th-Fox) ;

You’re Never Too Young (Para.).

Atlanta: Blackboard Jungle (MGM) ;

The Informer (RKO) (reissue); Mister
Roberts (W.B.) ; Not As a Stranger
(U.A.).

Baltimore: Interrupted Melody (MGM);
Lady and the Tramp (B.V.) 2nd week;
Mister Roberts (W.B.) ; Not As a
Stranger (U.A.).

Boston: House of Bamboo (20th-Fox) ;

Lady and the Tramp (B.V.) ; The
Night Holds Terror (Col.) ; Not As a
Stranger (U.A.) 3rd week; We’re No
Angels (Par.).

Buffalo: Lady and the Tramp; Mister

Roberts (W.B.) 2nd week; Not As a
Stranger (U.A.) 4th week; We’re No
Angels (Par.) 2nd week.

Chicago: Davy Crockett (B.V.) 2nd week;
The Kentuckian (U.A.) ; Lady and the
Tramp (B.V.) 6th week; Long John
Silver (D.C.A.) 2nd week; Love Me or
Leave Me (MGM) 3rd week; The
Phenix City Story (A.A.) ; Wages of
Fear (D.C.A.) 3rd week.

Cleveland: The Far Horizons (Par.) ; Not
As A Stranger (U.A.) 4th week; Seven
Little Foys (Par.) 3rd week.

Columbus: Lady and the Tramp (B.V.) ;
Not As a Stranger (U.A.) 2nd week;
Seven Little Foys (Par.) ; Seven Year
Itch (20th-Fox) 4th week.

Denver: Abbott and Costello Meet the
Mummy (Univ.) ; Foxfire (Univ.) ;
Moonfleet (MGM) ; Not As a Stranger
(U.A.) 3rd week; Seven Little Foys
(Par.) .

Des Moines: Seven Year Itch (20th-Fox)
3rd week.

Detroit: Lady and the Tramp (B.V.) 3rd
week; Love Me or Leave Me (MGM) 5th
week; Not As a Stranger (U.A.) 3rd
week.

Hartford: How to Be Very, Very Popular
(20th-Fox) ; The Informer (RKO) (re-
issue) ; Lady and the Tramp (B.V.) 2nd
week; Not As a Stranger (U.A.) 2nd
week.

Indianapolis: How to Be Very, Very

Popular (20th-Fox) ; Lady and the
Tramp (B.V.) ; Not As a Stranger
(U.A.) 2nd week; Seven Little Foys
(Par.) 2nd week.

Jacksonville: Not As a Stranger (U.A.)
2nd week: Wichita (A.A.) ; You’re

Never Too Young (Par.).

Kansas City: Lady and the Tramp (B.V.) ;
Not As a Stranger (U.A.) ; Seven Year
Itch (20th-Fox) 4th week; Wichita
(A.A.).

Memphis: Interrupted Melody (MGM)
2nd week; Lady and the Tramp (B.V.) ;
Seven Year Itch (20th-Fox) 3rd week.

Miami: Love Me or Leave Me (MGM) 6th
week; Marty (U.A.) ; We’re No Angels
(Par.) 2nd week.

Milwaukee: Lady and the Tramp (B.V.);
Not As a Stranger (U.A.) 3rd week;
Seven Year Itch (20th-Fox) 4th week.

New Orleans: Foxfire (Univ.) 3rd week;
Mister Roberts (W.B.) 4th week; Not
As A Stranger (U.A.) ; Seven Little
Foys (Par.) ; To Paris With Love
(Cont. Dist.) 4th week.

Oklahoma City: Interrupted Melody

(MGM) 2nd week; Lady and the Tramp
(B.V.) 2nd week; Seven Little Foys
(Par.) 3rd week; Seven Year Itch
(20th-Fox) 4th week.

Philadelphia: The Cobweb (MGM); Lady
AND the Tramp (B.V.) 3rd week; Marty
(U.A.) 5th week; Not As a Stranger
(U.A.) 3rd week; We’re No Angels
(Par.).

Pittsburgh: The Intruder (A.A.) 2nd
week; Seven Little Foys (Par.) 2nd
week; Seven Year Itch (20th-Fox) 4th
week; We’re No Angels (Par.) 2nd
week; Wichita (A.A.).

Portland: Lady and the Tramp (B.V.) ;
Not As a Stranger (U.A.) 2nd week;
Seven Year Itch (20th-Fox) 4th week.

Toronto: Dam Busters (W.B.) ; Inter-
rupted Melody (MGM) 2nd week; Seven
Little Foys (Par.) 4th week; Seven
Year Itch (20th-Fox) 4th week.

Vancouver: Love Me or Leave Me (MGM) ;
Seven Little Foys (Par.) ; Soldier of
Fortune (20th-Fox).

Six Y ears Ms
M/itnitations
in ^^etr York

ALBAXY : The statute of limitations in
New York State is six years. United States
District Court Judge Stephen \V. Brennan
has ruled in a five-page decision denying a
motion by defendants in the $1,500,000 anti-
trust action of St. Lawrence Investors, Inc.,
operating the American in Canton, against
Schine Chain Theatres, Inc., and other
Schine companies, as well as eight major
distributors.

The defendants argued that the limitations
statute, under Section 49 of the New York
Civil Practice Act, was three years. One,
Universal Film Exchanges, Inc., which
Judge Brennan pointed out was not made a
defendant until July 17, 1954 — “a period of
three }’ears after commencement of the ac-
tion”— moved the dismissal of the complaint
on the ground of that alleged defense. Uni-
versal Pictures, Inc., was an original de-
fendant.

Judge Brennan’s ruling will affect two
other industry anti-trust suits pending in
the Northern District of New York. A re-
cently enacted Federal statute places the
statutory limit period at four years in the
future. The statute of limitations in anti-
trust cases has depended upon that prevail-
ing in the state where the action started.

Cinerama Inc. Makes Plans
To Produce in Process

Cinerama, Inc., announced this week plans
to go into production, with the appointment
of Grant Leenhouts as vice-president in
charge of production. Production plans by
Cinerama, Inc., the company which holds
the patent rights to the Cinerama process,
were disclosed in New York in the wake
of what was described as the July 11 dead-
line in the company’s contract with Stanley
Warner. It was said that under terms of
the contract between the two companies.
Cinerama, Inc., has the right to start pro-
duction of a film in the system if Stanley
Warner has not started on a third produc-
tion in the first two years of its exclusive
contract. Stanley Warner has the current
“Cinerama Holiday” and the forthcoming
“Seven Wonders of the World.” Mr. Leen-
houts is said to be working on three story
properties.

Ho use Un-American Group to
Study New York Talent

IVASHIXGTON : The House Un-Amer-
ican .Activities Committee will hold about a
week of hearings in New York, tentatively
set to start .August 15, on Communist
activity in the entertainment industry. Of-
ficials ;aid that practically all the attention
would be on individuals now active in the
legitimate theatre or in radio and television,
but that some of these individuals might also

be, or have been, connected with motion pic-
tures. The committee would make no wit-
ness names public, but indicated that sub-
poenas have already been issued for about
50 persons.

New York Exhibitors Paid
$4,708,499 In New Tax

Motion picture theatres in New York
City collected $1,298,409 of the total $3,-
101,028 amusement tax during the last quar-
ter of the fiscal year ended June 30, a rep-
resentative of the City Tax Collectors’
office announced this week. The revenue col-

lected by all the city’s motion picture thea-
tres during the first year of the five per cent
amusement tax’s imposition was $4,708,499
of the total of $9,301,678, it w'as announced
by the city official.

Mass Drive-in Dates Set

Six exchange areas will have mass drive-
in bookings of John Ford’s “She Wore A
Yellow Ribbon” during August, it is an-
nounced by Walter Branson, RKO world
sales manager. The reissue will be available
to exchanges in Chicago, Milwaukee, St.
Louis, Minneapolis and Indianapolis.

MOTION PICTURE HERALD, JULY 30, 1955

ATLANTA

Miss Carlene Kessler, formerly with the
Pekin drive-in, Pekin, 111., and now with
Allied Artists Southern Exchanges, and
Clayton Gardner, of Chicago, 111., were mar-
ried and will honeymoon in Chicago. They
will make their home in Atlanta. . . . Charlie
Jordan, former branch manager of Warner
Bros, here, has been appointed manager of
Howco Films. . . . T. G. Stanley, new owner
of the Ann theatre, Estill, S. C., will change
its name to the Estill theatre. . . . O. E.
Hudgins, owner of the Thomaston drive-in,
Thomaston, Ga., died at his home there. . . .
Ed Stevens, president of Stevens Pictures,
is back in his Atlanta office after a trip to
Chicago. . . . On the Row were : Mr. and
Mrs. LeRay Rollins, Rogers theatre, Mont-
gomery, Ala. ; Jay Soloman, Independent
Theatres, Chattanooga, Tenn. ; Mary H.
Brannon, and her father, owners of theatres
in Georgia; Dick Kennedy, theatres in Ala-
bama and Tennessee; and Mack Jackson,
theatres in Alexander City, Ala. . . . Jerry
Lasswell, Alexander Film’s sales representa-
tive, has been promoted as Alexander’s dis-
trict manager for Florida, Georgia, Alabama
and central Tennessee. . . . Tom R. Pike is
the manager of the new South Expressway
drive-in, owned by the Georgia Theatres,
and which has capacity for 1,000 cars. . . .
James W. Robinson has opened his new
Wheeler drive-in, Florence, Ala., for 350
cars. . . . The Largo theatre. Largo, Fla., is
owned and operated by Floyd Theatres of
Jacksonville, and has not been purchased by
George E. Smith as reported.

BALTIMORE

Robert Mathew Rappaport, who with his
father, I. M. Rappaport, operates the Hippo-
drome, Town, Little and Film Centre thea-
tres, was in Atlanta this past week where his
son Robert was married to Miss Eilen Marx,
daughter of Mr. and Mrs. David J. Marx,
Jr. of Atlanta. The wedding and reception
took place at the Standard Town and Coun-
try Club there. . . . Henry Jones, assistant
manager of the Hippodrome theatre, re-
turned from a vacation. . . . Miss Madalyn
Hoff, assistant manager of Loew’s Century,
returned from a two weeks’ vacation in
Florida. . . . Jack Sidney, manager of Loew’s
Century theatre, left for a three-week vaca-
tion in California.

BOSTON

Philip Smith, Smith Management presi-
dent, has been named chairman of the Com-
bined Jewish Appeal of Greater Boston’s
advance gifts committee. The Appeal sup-
ports 201 philanthropic organizations
through a fall fund raising campaign. . . .
After more than 40 years in the industry,
Andy St. Ledger, manager of the com-
munity-owned Bijou theatre in Pittsfield,
Maine, for the past 25, is retiring and will
live in Lowell, Mass. . . . Maynard and
Henry Levine have closed the Roxbury
theatre, Roxbury, Mass., permanently. The

building is expected to be turned into a
supermarket. . . . William Sheldon, of Times
Film Company, New York, attended a lunch-
eon and press screening of “Game of Love”
on the eve of its opening at Benjamin Sack’s
Beacon Hill theatre. . . . Earl B. Raifstanger,
60, manager of Interstate Theatres’ Mahawie,
Great Barrington, Mass., since 1924, died at
Fairview Hospital. He was a member of
Rotary, a Mason and a Shriner. . . . Joseph
Leahy, booker in Joseph Levine’s Embassy
Pictures office for eight years, who has also
been gaining concession experience at the
Meadow Glen drive-in, Medford, recently,
has taken over management of Levine’s
Nashoba drive-in, Boxboro, Mass. He is
continuing to spend several hours each day,
as well, at Embassy.

BUFFALO

Frank Murphy, district manager, Loew
theatres, with headquarters in Cleveland,
will continue to supervise the operations of
the local Shea theatres, the Buffalo, Ken-
sington and North Park plus the Bellevue in
Niagara Falls and the entire present per-
sonnel will continue in their various capaci-
ties. Following the death of Vincent R.
McFaul, the above announcement was made
to the Shea employes by Murphy. . . . Ed-
mund P. Radwan, Buffalo Representative in
Washington, has a new crusade — a campaign
against pay-as-you-go TV, which the local
Republican calls “scrambled phony-vision.”
Radwan has had inserted in the Congres-
sional Record a statement lambasting the
promotion of pay television and suggesting
that the proposition be turned down with
finality by the FCC. . . . Few expected the
Glowmeter Corporation plant in North
Tonawanda to be sold when it was put up
for auction the other day. And it wasn’t.
The top bid — probably a “feeler” — was $150,-
000, and that wasn’t high enough. However,
there is “evidence of interest in the plant on
the part of a buyer and “discussions are
developing”.

CHICAGO

The State theatre, which had its formal
opening July 22, reported far above expecta-
tion grosses with “The Seven Little ^oys”
and “Annapolis Story.” . . . More and more
exhibitors are giving major consideration to
the critical problem of parking. As an ex-
ample, the Evanston theatre, which reopened
July 1, now boasts a large free parking lot.
Northwestern University has approved thea-
tre patron use of the Dyche Stadium parking
facilities a half block east of the theatre. . . .
MGM publicist Norman Pyle won fifth place
in the Thorngate Country Club Calcutta
Tournament. He participated in a group of
25 foursomes. . . . Sam Gorelick of RKO
left to spend his vacation in the Wisconsin
Dells. . . . Martha Stengle of the same
company selected Hawaii for her annual
holiday. . . . Frances Sheldon, formerly a
copywriter with radio and TV stations in
Akron, Ohio, is now presiding over copy-
writing chores at Filmack Trailer Company.

. . . Jonathon Reynolds, laboratory chief at
Filmack, and Pat Cascio, head of the pro-
duction department, are vacationing during
the city’s unparalleled heat wave. . . . Rich-
ard Kiley, star of “The Phenix City Story,”
arrived here to boost the film’s world pre-
miere at the Woods theatre.

CLEVELAND

“Lady and the Tramp” tripled the aver-
age business in its opening week at the Pal-
ace where it is holding over. Manager ]\Iax
Mink reports the picture draws heavy adult
evening attendance as well as children for
matinees. . . . Contrary to announcement,
Sam Nathanson, president of Gibraltar Mo-
tion Picture Distributors, Inc., has not
opened an exchange here. . . . Schine circuit
has bought IFE’s double program, “Way-
ward Wife” and “Outlaw Girl,” for all of
its Ohio houses, IFE branch manager Mark
Goldman announces. . . . Jerome Safron,
Columbia branch manager, is vacationing in
Banff and Lake Louise. . . . Mae Pollen,
secretary to Nat Holt when the producer
was manager here of the RKO Palace thea-
tre, is pinch hitting for Eilene Steiner, sec-
retary to Schine Ohio booking manager
Harold Raives. . . . James Benes, 77, who
operated the Quincy theatre back in 1910
and has been retired for 20 years, died. . . .
Frank Cost, manager of the Lake and Shore
theatres for Associated Circuit, returned
from Saginaw Bay. . . . Ohio Schine man-
agers’ meeting held here last Wednesday
was to discuss product and policies for the
coming season.

COLUMBUS

Fifty-nine theatres in the Columbus area
are co-operating with the Columbus i\uto
Club in showing safety trailers. Group of
local theatremen met with Russell H. Camp-
bell, general manager of the club, and Dr.
C. C. Sherburne, vice-president, to arrange
the showings. These included J. Real Neth,
who also is a trustee of the club ; Edward
McGlone, RKO city manager ; Robert Sokol,
manager of Loew’s Broad ; Robert Little,
manager of the Bexley ; and Charles Sugar-
man of the World. Robert Wile, secretary
of the Independent Theatre Owners of Ohio,
said in his most recent bulletin that the club
has purchased 20 prints of each of two trail-
ers on highway safety. Wile hopes the
trailers will be shown in every theatre in
Franklin, Delaware, Union, Pickaway and
Madison counties. Similar showings can be
made in all Ohio cities in co-operation with
local auto clubs, said Wile. . . . “Lady and
the Tramp” went into a second week at
RKO Palace and “Not As a Stranger”
started a third week at Loew’s Broad. . . .
Columbus theatremen lost two valued friends
in the same week with the deaths of Lewis
Hill, advertising director of the Columbus
Dispatch and Claud Weimer, former editor
of the Columbus Citizen. Mr. Hill died sud-
denly following a heart attack and Mr.
Weimer died in a Philadelphia hospital after

{Continued on following page)

MOTION PICTURE HERALD. JULY 30, 1955

{Continued from preceding pago)

an ofieration. At the time of his death Mr.
Weimer was publisher of the Pomeroy, Ohio,
Sentinel.

DENVER

A lone gunman got $150 from Miss Erma
Arthur. Tabor cashier, as pedestrians passed
within a few feet of the booth. He took the
money and told her: "Don't grab that phone
or I’ll kill you." . . . Marvin Goldfarb, dis-
trict supervisor for Buena Vista, is visiting
the othces of the company in Des Moines,
Omaha and Kansas City. . . . Edwin Koehler
has opened his new 350-car drive-in at Gun-
nison. Colo., which he has named the Island
Acres drive-in. . . . Tom Robinson, Columbia
office manager and head booker, is vacation-
ing at an unknown spot. . . . Kroger Babb,
president of Hallmark Pictures, in confer-
ring with his agents. . . . Branch managers
met at Paramount screening room to set up
organization to help collect COMPO dues,
with salesmen doing the contact work. Jack
Felix, Allied Artists branch manager, is
chairman of drive.

DES MOINES

Paul Gregory day was observed in Des
Moines July 26. He is the producer of the
film, “The Night of the Hunter,’’ which had
its world premiere at the Paramount theatre
the same night. . . . C. A. Clark has sold
his half interest in the Hillcrest drive-in
theatre at Cedar Falls to the other half-own-
er. Glen Heckroth. Clark had been associated
with Heckroth in the theatre’s management
since 1950. . . . The Tripoli theatre at Tripoli
has been closed because of lack of business.
Owner is George \\’. Lindsley. . . . ^’. \V.
Hazelhoff has leased the Lyric theatre at
Coon Rapids from F. V. Rafferty. The house
had been closed because of Rafferty’s ill
health. Hazelhoff announced he has raised
the price of children’s admission because of
rising costs. . . . Mr. and Mrs. A. H. Blank-
attended the opening of Disneyland in Ana-
heim, Cal., as the guests of Walt Disney. . . .
iMary Lou \’augh of Warners spent her two-
week vacation at Clear Lake.

DETROIT

Newest staff physician at Sinai Hospital is
Dr. Bert London, son of the late Julius Lon-
don. ... A new drive-in, the Eldorado, will
be built in Lincoln Park by John Magocs.
Roger Robinson will build the Willow drive-
in. . . . Robert Tuttle, of the Sk\- Drive-in.
Adrian, reports success in “wide screening’’
all cartoons. Tuttle, using a Super Pantar
lens, blows all cartoons to wide screen size,
says there is little distortion. . . . Millie Tork,
who started with the Koppin Circuit 30
years ago. has retired after a 25-year hitch
with the London Circuit. . . . The Krim.
Highland Park art house, is repeating
“Limelight.” Two years ago when the Chap-
lin picture ran the house was picketed by
the American Legion three daj-s and curious
patrons stood in line to get in. On the fourth
day pickets were called off and business
dropped. Sol Krim called the Legion to re-
mind them that the picture was still on, and
without identifying himself, wondered if
they were going to continue picketing. The
Legion did not oblige.

HARTFORD

Phil Cahill and his associates have opened
their newly-constructed 800-car capacity

FILM COUNCIL AWARD
FOR FILM QUALITY

MILWAUKEE: Mrs. Fred Rosenkranz, pres-
ident of the Better Films Council of Mil-
waukee County, has started an award sys-
tem for the theatre
here which plays the
greatest number of
fine pictures. She
feels the council
should take a posi-
tive stand toward
motion pictures to
promote better pic-
tures. The first such
award, a scroll, was
made last month to
Erv dumb, manager
of the Riverside
Erv Chimb theatre, who ac-

cepted on behalf of
Standard Theatres, the company which
operates the house.

The award was based on all the pictures
played downtown from October through
June, 1955, inclusive. The preview com-
mittee kept a record of all the pictures
screened and of the theatres that played
them. Out of all the best rated pictures
screened the Riverside played the most.
Stanley Warner's Warner theatre and Fox
Wisconsin's Wisconsin theatre were both
close seconds. Mrs. Rosenkranz reports
that theatre people here all agree on the
value of the award.

Clinton drive-in, Clinton, Conn. Cost of
construction of the project, first open air
theatre in the shoreline resort town, was not
disclosed. . . . M&D Theatres has reopened
the Middlesex theatre, downtown first run at
iMiddletown. Conn., Hugh J. Campbell of the
Central theatre, West Hartford, is marking
his 40th year in the motion picture industry.
. . . Don Borenstein, son of Joe Borenstein
of the Stanley Warner Strand, New Britain,
Conn., is serving as a musician aboard an
aircraft carrier in the Pacific. . . . Harry
Sullivan has been named manager of the
Lockwood & Gordon East Windsor (Conn.)
drive-in, replacing Bill Daugherty, shifted to
the circuit’s Norwalk (Conn.) drive-in, suc-
ceeding Bill Hayes. . . . Hartford Visitors :
Harry Feinstein, zone manager, Stanley
Warner Theatres ; Lou Ginsburg, Amalga-
mated Buying & Booking Service, New
Haven ; Harry Browning, district manager,
New England Theatres.

INDIANAPOLIS

Cantor Amusements reported attendance
of 10,(X)0, opening night of the “Lady and
the Tramp” first run in the Shadeland and
Lafayette Road drive-ins Wednesday. . . .
“Pete Kelly’s Blues” will open Aug. 4 at the
Circle when Jack Webb is here for personal
appearances. . . . Buena Vista has opened
an office at 443 North Illinois street, with
Tom Dillon as local representative. . . .
.States Film Service has leased a building at
427 North Senate avenue but will not move
until extensive alterations are completed. . . .
Sam Oshry, U-I branch manager, is vaca-
tioning in Canada. . . . Howard Pontius will
reopen the Fairy at Nappanee about Aug.

15. CinemaScope has been installed during
the close-down. . . . Harry Coleman has
announced a $12,000 remodelling program
for the American in Evansville. . . . Dick
Tricker, Sullivan exhibitor, has promoted a
“Go To The iMovies Month’’ there.

JACKSONVILLE

Fred Hull, iMGM branch manager, has
been elected president of the Blind Children’s
Foundation, new local charity supported by
the ^’ariety Club. . . . Bob Harris, Florida
State Theatres concessions manager, and his
family returned from a Miami Beach vaca-
tion. . . . Driving his new Cadillac was Bill
Lee. owner of Florida’s smallest drive-in,
the Community at Keystone Heights. . . .
Walter Powell, 20th-Fox salesman, suffered
a broken arm in an accident at his home. . . .
H. D. Popel, former Py.lm Beach exhibitor,
is now general manager of three theatres
owned by the Southern States Amusement
Co., Astor, Orlando ; State, Gainesville ; and
Ritz, Ocala. . . . Anita McDaniels is the new
secretary of Thomas P. Tidwell, 20th-Fox
branch manager, replacing Teresa Finch. . . .
T. E. Bell is building a new drive-in at Lake
Shore. . . . Jeff Paulk, Willacoochee, Ga.,
exhibitor, came in on a buying trip. . . .
Sarah Keller, MGM booker, vacationed at
Daytona Beach. ... A good catch of black
bass was reported by Carroll Ogburn, War-
ner branch manager, while vacationing at
Welaka. . . . Ralph Puckhaber, manager of
the Florida theatre, Miami, visited here dur-
ing a state-wide tour. . . . Charleen Eliza-
beth is the name bestowed on the new daugh-
ter born to C. H. “Buck” Robuck, UA’s
Florida salesman, and Mrs. Robuck.

KANSAS CITY

Film Row and exhibitors honored Frank
L. Norris July 19, at a luncheon, before his
departure to take up new work as manager
of the Denver Shipping and Inspection Bu-
reau. Denver, Colo. Mr. Norris, five years
office manager for Twentieth Century-Fox
here, had previously been with Warner
Brothers and Eagle Lion, in his 15 years
with the industry. His family includes his
wife and Iwo daughters. . . . Earl Jameson,
president of Exhibitors’ Film Delivery and
Service Company, attended the Shrine con-
vention in Chicago as representative of
Ararat Temple in Imperial Council activi-
ties. . . . Details for this area’s part in the
Audience Award Poll program were to be
worked out at a meeting next week. Senn
Lawler, general manager of Fox Midwest
Theatres, is chairman. . . . Heavy matinee
attendance, with almost as many adults as
children, and full houses nights, is putting
“Lad}' and the Tramp” into very high over-
average records at the RKO ^Missouri. . . .
Temperatures in the high nineties, making
cool theatres inviting, have helped to give
several first run theatres exceptionally high
grosses.

LOS ANGELES

Marcal, Inc., headed by Tom Muchmore,
is buying the Plaza Square in Hawthorne,
where the Plaza theatre is located. . . . Ralph
Clarke, UA district manager, is back from
a fishing trip to Ensenada. . . . Andy Heed-
rick, UA salesman, is passing out the pro-
verbial stogies to celebrate the arrival of a
second blessed event, a daughter again. . . .
Ray Robbins, owner of the Midway theatre
{Continued on opposite page)

MOTION PICTURE HERALD. JULY 30. 1955

{Continued from opposite page)

here, is back on the Row after undergoing
surgery at Hollywood Hospital. . . . The
\’ariety Club was to hold its sixth annual
golf tournament on Friday at the Inglewood
Country Club, with O. X. Srere in charge.

. . . The Everett Summings circuit trans-
ferred R. V. Cunditt, manager of the Nor-
walk theatre in Norwalk, to Ridgecrest to
supervise operations at their indoor and
drive-in theatre there. Assuming Cundiff’s
duties in Norwalk is Bob E. ilarseilles, who
has been a manager for Fox \\ est Coast
during the past 12 years. . . . Hospitalized
at the Good Samaritan Hospital is Sam
Olander. the father of A\ Oiander, who has
houses in the Montebello-Whittier district.

. . Carole Marono, who resigned from the
Warner Bros, contract department, has
been succeeded by a former Warnerite,
Charlene Gaxiola. ... In town on one of
his rare visits was Bob McCracken, of the
Arizona-Paramount Theatres. . . . Back from
a two-week holiday was Art Sanborn, of the
El ^lonte theatre in El Monte.

MEMPHIS

Malco Theatres, Inc., offered $1,000 bonus
prize for a specific period in connection with
The Press-ScimiHir’s pruzzle contest. No-
body won and the time expired. . . . ]\I. A.
Lightman, Jr., of Malco. gave the $1,000 to
charit>'. \'ariety Club’s Home for Convales-
cent Children received $800 and The Press-
Scimitar’s Cynthia Milk Fund $200. . . .
Walt Disney’s “Lady and the Tramp’’ hit
Malco theatre and set some sort of first
week’s record with business zooming to two
and one-half times average. . . . Mesa drive-
in. Camden, Ark., has been closed for exten-
sive repairs and remodeling and Camden
drive-in at Camden opened for business the
same day. . . . Drive-in operations in the
Memphis trade territory have been hard hit
during recent weeks by an unusual amount
of rain, salesmen for film companies return-
ing to Memphis from the territory, report.

. . . James Prichard, district manager, Allied
Artists, Dallas, was in Memphis on business.

. . . Doug Disch, district manager, Buena
Vista, Dallas, was also here. . . . William E.
Moore, Film Transit, Inc., auditor, and his
faniih’ are vacationing in Boston.

MIAMI

From the volume of approving phone calls
and letters received following the appear-
ance of Wometco’s Mark Chartrand on
Ralph Renick’s WTVJ "What’s The Story’’
program, it would seem that he effectively
presented the arguments against toll TV. . . .
Rose Nevels, secretary in the Miami office
of Florida State Theatres, went down the
orange blossom trail recentlv when she be-
came the wife of Tam Braun, assistant man-
ager of the Florida. . . . Included in the ex-
tensive promotion for the showing of “Not
As A Stranger’’ at the Olympia, Beach,
Gables, was a $50 bank account given to the
first baby born on opening day and a $50
prize for the person writing the best letter
nominating an outstanding nurse, with the
local nurse also benefiting. Howard Pettingill
and A1 Glick. his assistant at Florida State,
report strong interest in the campaign. . . .
A1 Weiss, of the same circuit, is enjoying a
welcome vacation, with an aerial tour
through many of the states, accompanied by
his family. . . . Martin Caplan. manager of
the Roosevelt, Miami Beach, offered a week
of 11 p.m. sneak previews.

MILWAUKEE

Exhibitors attending the National Allied
board meeting in Washington, D. C., from
Milwaukee were: Sig Goldberg, Ben Mar-
cus, and Harold Pearson. . . . James Docter,
operator of the Climax theatre, accidentally
had one finger cut off by a saw. . . . \'ariety
Club’s Monda}- luncheons have resumed.
There was a good turn out last Monday. . . .
Harry Eifert, 65, projectionist at the Ori-
ental theatre for 28 years, died last week at
Misericordia hospital after a long illness.
He had been a projectionist here some 43
years, with work at the Liberty, Avalon and
the old \’enetian theatre. He was a member
of the local 164 of the AFL Motion Picture
Projectionists’ union. Survivors are his wife,
Jeannette; a son, Harold; his father and
three brothers, all of Milwaukee.

NEW ORLEANS

The Moonlight drive-in. West Long
Beach, reopened after closing for repairs
of screen tower which was severely damaged
in a windstorm. Luther and Euel Woodfield
are the owners. . . . A. L. Royal, operator
of a string of theatres in Mississippi, leased
the closed .\lberta. Meridian, from Para-
mount Gulf Theatres. The house is sched-
uled for reopening soon, remodeled and
equipped for CinemaScope presentations.

. . . Patsy Borques, secretary to Dan Bran-
don, Transway, and her sister Mildred L.ong,
Paramount, are back after vacation in Nas-
sau, Cuba and Miami, Fla. . . . Olin and
Louise Evans have a drive-in under con-
struction on Highway 31, two miles fiom
Evergreen, Ala., on the Brewton road. The\
have christened it the Fairview. The drive-
in will replace the Moonlite which was
badly damaged by a severe windstorm re-
cently. The screen tower and the attraction
board were completely destroyed. . . . J. E.
Hamilton’s Pine Hill drive-in. Picayune.
Miss., now boasts a new wide screen. . . .
The Do drive-in. Mobile, Ala., marked its
5th anniversary recently with a Davy
Crockett Day. . . . Mary Claire Francis,
Paramount Gulf booker, is off to Chicago
on a pleasure jaunt. . . . Southern Amuse-
ment have slated July 31 for reopening of
Round-Up, Lake Charles, La., which was
closed for renovations and installation of
wide screen and all necessary CinemaScope
equipment.

OKLAHOMA CITY

“Lad}’ and the Tramp,” which has been
drawing crowds at the Center theatre for
the past week has been held over for an-
other week. . . . Under a plan developed by
the Oklahoma City Downtown Association,
mothers with small children to look after
while shopping, are offered one of the
cheapest baby-sitting services yet devised.
On Saturdays, mothers can place their chil-
dren (12 or under) in a movie without
charge. Children will be admitted free to
the Criterion theatre, if they enter the show
between 9:30 a. m. and noon on Saturdays.
. . . All downtown parking lots are free to
patrons of the Midwest and Warner theatres
after 6 p.m. through an arrangement with
Stanley Warner Theatres. . . . Miss Rad-
ford, manager of the Chieftain theatre, is
on a two-week vacation and is expected
back the latter part of the week. . . . Mr. and
Mrs. R. Lewis Barton returned July 19 from
Washington, D. C., where they had gone
on a business trip.

OMAHA

Mort Irves, former Columbia salesman
and ex-partner wth Bill Barker in the Co-
Op Booking Service, has been named RKO
salesman by the branch’s new manager,
Norman Nielsen. Nielsen moved up from
the salesman’s position when Manager Max
Rosenblatt was moved to Des Moines to
head that exchange. . . . Max McCoy, 20th-
Fox salesman, left to join the Tension En-
velope Company of Kansas City at Dallas,
Tex. ... S. R. Nothan, exhibitor at Remsen,
la., and John Doyle, Lenox, S. D., theatre
owner, are recovering after hospitalization.

. . . The 84th and O Street drive-in at
Lincoln has opened and Herman Gould,
part owner with Russell Brehm and Roman
Hruska, said construction took just 53 days.

. . . Carl Hoffman, manager of the Omaha
theatre, announced the arrival of a son,
Timmy, at St. Joseph’s hospital. . . . Frank
Hannon, Warner branch manager, is vaca-
tioning at a Wyoming ranch and I. M.
Weiner, Universal chief, is on a trip to
the Pacific northwest and California. . . .
Virginia Struble, AIGM cashier, suffered
arm and leg cuts when a motorcycle on
which she was riding with a friend skidded
in loose gravel. . . . H. S. Conroy, exhibitor
at Gibbon and Shelton, has returned from a
visit in California. . . . Tom Sandburg,
Ravenna, Neb., exhibitor, has rigged up an
old school bus with bunks and cooking facili-
ties to make life more comfortable on fre-
quent fishing trips.

PHILADELPHIA

Melvin Koff closed his suburban Glenside
to reopen his renovated Keswick in the same
area. The reopened Keswick includes air
conditioning, a new wide screen, new light-
ing and interior decorations, its 1,400 seats
re-upholstered, a new front including a new
marquee, plus its own off-street parking lot.

. . . Members of the local Variety Club,
Tent No. 13, will conduct an outing on Aug.
7 at the club’s Camp for Handicapped Chil-
dren in Worcester, Pa. . . . Two local chari-
ties received $1,000 each under terms of the
will of Henry Rosinsky, owner of the New
Broadway here, who died July 4. . . .
Charles Judge, general manager of the
Trans-Lux Theatres here, has recuperated
from illness and returned to his theatre
post. . . . James B. McKinney, assistant
treasurer of Comerford Theatres. Inc.,
Scranton, Pa., was installed as treasurer
of the local chapter there of the National
Association of Cost Accountants. . . .
Marshall Seidman, brother-in-law to Colum-
bia sales manager Dave Korson, has been
appointed an assistant district attorney here.
... A fund-raising campaign, headed by
A. Irving Witz, local Emerson radio-TV
distributor, is being conducted among the
industry to help elect Victor H. Blanc,
former chief barker of the local \'aiiety
Club, who is a candidate for district attor-
ney on the Democratic ticket.

PITTSBURGH

The eagerly-awaited “Marty” finally got
a local date. It will follow the impending
“Adventures of Sadie” in the Squirrel Hill
art house. . . . “Innocents in Paris” went
into the other Squirrel Hill art house, the
Guild, after three weeks of “The Intruder.’”
. . . Sun-Telegraph critic Karl Krug is on :i

(Continued on follozoing page)

MOTION PICTURE HERALD, JULY 30. 1955

{Continued from preceding pogo)
three-week tishing vacation in the Clearheld
territory in northern Pennsylvania, with
Leonard Mendlowitz taking over his duties.
. . . "To Catch a Thief" booked into the
Stanley, probably between "Mr. Roberts"
and "Pete Kelly's Blues.” . . . "How to Be
\'ery. \’ery Popular” went into the Fulton
after five weeks of "Seven Tear Itch.’ . . .
Bob Ellison is back at the Fulton as assis-
tant to new manager Joseph Scanlon, Jr.,
with Lee McFarren moving to the State
in Ciinneaut as manager and Harry Bush
transferred to Westfield, Mass. . . . “An
Annapolis Story" and "Seven Angry Tien”
went tirst run into a flock of local and
neighborhood houses. . . . The Variety Club
hopes to name a room in its new wing at
the Roselia Foundling Hospital for TIrs.
.•Mice Ziegler, veteran T’ariety Club secre-
tary, who died last week.

PORTLAND

Orpheum theatre manager Kenny Hughes
celebrated his 20th wedding anniversary this
week. . . . Journal drama editor Arnold
Marks is off to California for two weeks
vacation. Oregonian drama editor Herb Lar-
son is also on vacation. . . . Lou TIetzlaar,
former booker for Evergreen circuit, now is
booking for Oregon Theatre Co-op. . . . The
Rex theatre, Eugene, Ore., is undergoing
a complete facelifting. Dick Goldsworthy is
in as new manager. . . . Emeries Evans
is the new manager of Evergreen's theatres
in Hoquiam and Aberdeen, Wash., replacing
Willard Elsey, who resigned. . . . Hamrick-
city manager Marvin Fox resigned sud-
denly. . . . Will Hudson will replace him,
leaving his spot as house manager of the
Music Box in Seattle. Cass Smith, assistant
city manager in Seattle, came here to get
Hudson started. . . . W. J. Connors, Ham-
rick e.xecutive vice-president, also was here
for a few days from Seattle. . . . Paul La-
Riviere, manager of the Family drive-in,
has started the Tualitan Valley branch ot
the Isaac Walton League.

PROVIDENCE

The Warwick music theatre recently lost
an evening’s performance when a torrential
rainstorm, accompanied by gusty winds,
estimated at up to 50 miles an hour, ripped
the canvas big top. Weight of the water
caused huge rents in other parts of the
covering, causing almost complete flooding
of the orchestra section. Firemen and volun-
teer workers assisted the management in a
vain attempt to get the tent theatre in shape
for the regularly scheduled performance.
Necessary equipment was rushed from New
York, and after hasty repairs, requiring
around-the-clock labor, the theatre resumed
activities. ... A series of violent thunder-
storms, six in a period of less than three
hours, all occurring just about the time when
moviegoers would normally be leaving for
their favorite theatres, put a crimp in two
successive evenings, insofar as box-office
grosses were concerned. . . . Matunuck’s
theatre-by-the-sea recently promoted a
special ‘all-inclusive’ evening excursion,
from this city. A choice reserved seat, a
complimentary cocktail, and round-trip bus
transportation, was made available for a
charge of S5.50. . . . WNET-TV, this city’s
only ultra-high UHF television station, re-
cently suspended activities. . . . “The Seven
Little Toys’’ went into a second week at
the .Strand.

ST. LOUIS

The Starlite drive-in theatre at Potosi,
TIo., had an anniversary celebration recently
and the event lasted for a week. Every night
four passes were given away and they were
good for a full automobile load of patrons.

. . . Capshaw’s "Home of the Stars,'’ a new
drive-in theatre has just been opened at
Chaft’ee, Mo. The layout includes a snack-
bar, carside service and a playground for
the youngsters. . . . The Moonlight drive-iu
tlieatre at Hayti, Mo., has provided a con-
cession stand tor its patrons. . . . The Shan-
non theatre at Portageville, Mo., has been
conducting a “Family Night’’ on Wednes-
days and has admitted entire families at 15
cents each. . . . A new screen for the Sikes-
ton drive-in at Sikeston, Mo., has just been
installed and replaces one blown down by
the wind. . . . An arrangement has been
worked out at Tipton, Mo., between the Tip-
ton theatre and the merchants of the city,
recently, whereby matinees are held to
which admittance is by tickets distributed
by the merchants and the presentation of an
advertisement in the Tipton Times.

TORONTO

First building to present motion pictures
in Ottawa, the Lakeside Gardens, more re-
cently an amusement pavilion, was destroyed
by fire. The building was originally erected
in the late 1890’s as a vaudeville house, while
latterly it was used as a dance-hall. . . .
Dawson Exley will represent 20th Century-
Fox in Saint John, N.B. . . . The Elmwood,
London, Ont., 620-seater was closed pending
a lease renewal. Originally an independent
house, it was recently operated by National
Theatre Services, Torpnto, and later ac-
quired by 20th-Century Theatres. . . . Final
standings in Canada for the fifth Charles J.
Feldman Annual 1955 Drive saw Jack Bel-
lamy at the top of the heap in first place
with Joe Garfin, of Calgary and TIickey
Isman, of Montreal, in second and third
places respectively. . . . Excellent publicity
was given the Variety Village, a school for
crippled children sponsored by the Toronto
Tent, by a feature mailed by The Canadian
Press to 90 dailies injhe country. Variety
will sponsor a benefit' baseball game at
Maple Leaf Stadium in Toronto in aid of
the school in cooperation with Jack Kent
Cooke, owner of the ball club. . . . Number
of readjustments in first-run bookings in
Hamilton were necessitated by the tem-
porary closing of the Century, a Famous
Players unit managed by Mel Jolley, for
renovations to the theatre’s sound system.

VANCOUVER

Six Odeon theatres in the Greater Van-
couver area will be closing down at the
end of July. Gerry Sutherland, Odeon dis-
trict manager, announced that the houses
are ; the Hastings, Rio, Kingsway, Marpole,
all of Vancouver, and the Metro in New
Westminster, and the Sapperton at Sapper-
ton. . . . The 450-seat Main theatre, 'Van-
couver, an independent house, also closed
this week. . . . The total of recent closings
are FPC, nine; Odeon, six; two area drive-
ins, and two independent houses. . . . The
projectionists local, which will have 25 men
out of employment with the closings, are
blaming distributors for charging exorbitant
film rentals. . . . The bill at the International-
Cinema is “Creature with the Atom Brain”
and “It Came from Beneath the Sea.”

Invents IMen'
Spotlight

WASHINGTON : A Stanley Warner

Theatres official has developed a unique
method of harnessing the light of a motion
picture projector and using it in place of
special spotlights.

The new device, patented under the trade
name of Project-O-Spot, was invented by
J. Alton Pratt, head of the Stanley Warner
Theatres Washington zone projection and
sound department. He said his invention
should draw the interest of exhibitors aim-
ing at more economical theatre operation,
since it would save them the price of ex-
pensive special spotlights needed for stage
shows or special stage ceremonies.

Mr. Pratt declared his device would cost
“appreciably less” than a booth spotlight
and would also eliminate the need for a
special spotlight generator. Moreover, he
said, many theatres with booths too small
to use conventional spotlight equipment will
now be able to spotlight their stage activi-
ties. and without the need of special port-
holes. The entire cost of the device will be
$250, with no installation charge, Mr.
Pratt indicated.

Mr. Pratt’s device is attached directly
to the lens of a projection machine, and by
merely moving a small knob projecting
from the box attachment a free-moving
light — either clear or colored — results. Two
fingers can manipulate the device and follow
any action on the stage.

Connecticut MPTO
Meets on Fairway

HARTFORD : A salute to veteran exhibi-
tors of Connecticut highlighted the annual
MPTO of Connecticut golf tournament, at-
tended by 150 industry representatives, at
Racebrook Country Club, Orange, July 26.
Speakers Herman M. Levy, general coun-
sel of TOA; George H. Wilkinson, Jr., and
Irving C. Jococks, president and treasurer,
respectively, of the state organization, hailed
theatre men with long-time industry records
as representatives of “a great phase of the
greatest entertainment medium — motion
pictures.” Co-chairmen this year were Mr.
Wilkinson and Harry Feinstein, zone man-
ager for Stanley Warner Theatres.

Legion Approves Four
Of Seven New Films

The National Legion of Decency this
week reviewed and classified seven pictures.
Two are in Class A-1, unobjectionable for
general patronage; “The Dam Busters” and
“The King’s Thief.” In Class A-2, unob-
jectionable for adults, are: “The Left Hand
of God” and “To Catch a Thief.” In Class
B, morally objectionable in part for all, are;
“The Girl Rush,” due to “suggestive cos-
tuming and dancing”; “How to Be Very,
Very Popular,” because of “suggestive
dancing, dialogue and situations,” and
“My Sister Eileen,” because of “suggestive
costuming, dialogue and situations.”

MOTION PICTURE HERALD. JULY 30. 1955

An International Association of Motion Picture Showmen — Walter Brooks, Director

9t yakeA T<> Theatte>6 "—/f ChalleH^e

BIRK BINNARD, director of adver-
tising and publicity for Stanley-
Warner Theatres in Philadelphia,
made this thought a headline in an issue of
“Spotlight” — which accents the activities of
circuit managers in his area, and we noted
it a week or so ago, under “Showmen in
Action.” But now, Ted Schlanger, general
manager for the Philadelphia Zone thea-
tres, backs up his original theory and en-
larges upon it. He addresses all theatre
managers, all district managers and depart-
ment heads, in a circular letter, with in-
structions to follow this policy.

Attached in our mail is further comment
from Birk Binnard, who says, “For years,
the ‘rubber stamp’ circuit type of theatre
operation has been one of the major evils
of our business. The theatre manager who
only knows, or is only allowed to follow
the book, is in reality, not a manager at all,
and where this condition exists, it can only
reflect unfavorably at the box office.

It is pleasant to observe Ted Schlanger’s
progressive thinking in this matter of policy,
for it is typical of his management plan,
and carried out by Birk Binnard’s “Spot-
light” story, as confirmation of this view-
point. We are impressed with the basic
idea, as we were with the original headline,
because it reflected a management policy
operating from top brackets down to work-
ing levels, as a fixed policy.

Mr. Schlanger, in his circular letter to
all concerned, makes clear that he means
what he said, and even that the “Spotlight”
story stopped short of the full meaning in-
tended. In other words, he believes his man-
agers must interest themselves in all phases
of operation, and be able to judge how his
theatre stacks up in competition with other
entertainment in community standing.

He tells Stanley Warner managers “Re-
member you are the boss of your theatre —
and that district managers and the home
office are here for the express purpose of
assisting yon.” He advises them “to dig
deep into every facet of your theatre’s op-
eration— just as though you owned it your-
self.” He concludes, “Be a real manager,
and not a manager in name only.” We com-

HOW TO KEEP COOL

This one's In horiion blue This is grass green

Joe Redmond, advertising and publicity
manager for Fox Midwest Theatres in
Kansas City, is responsible for the "cool"
displays above, a series which Midwest
uses every summer on theatre doors, box-
offices and elsewhere to catch the eye and
convey convincing argument about theatre
refrigeration. They are properly fortified
with "cool" lighting, "cool" staff uniforms,
"cool" atmosphere around the concession
counters.

pliment Ted Schlanger on his clear-cut
statement, for we welcome such a viewpoint
in our Round Table meetings, when ex-
pressed as a matter of policy. Not that it
is so unusual — or unheard of — but that it is
seldom said with so much sincerity.

^ WHAT ARE they doing to Davy Crock-
ett? Somewhere, under a mountain of coon-
skin hats, frontier shirts, and plastic powder
horns, lies buried tbe true story of one of
the most controversial characters in Ameri-
can history. What was Davy Crockett really
like? Harper’s Magazine describes him as
“indolent, shiftless, a man who took to the
woods whenever a steady job threatened.”
Murray Kempton, labor editor of the N. Y.
Post calls him “a brawler, a wastrel, poor
husband and father.” John Haverstick. in
the Saturday Review of Literature, says he
“was a political buffoon.” Yet — each of
these three publications are “liberal” — and
left-wing in our opinion. What do the so-
called “liberals” have against Davy Crockett ?
The more we read of this sort of criticism,
the less we like their comments, and the
better we like the idol of the young genera-
tion of today. At least, Davy was no left-
ist— and his legend has set cash-registers
ringing throughout the nation. “Davy
Crockett’s Own Story” is a warmly human,
completely frank, often hilarious account of
his remarkable life.

q THE SAD STATUS of color TV is
described in TIDE, the advertising trade’s
magazine, in succinct terms. They say, al-
though the number of color programs on
the air steadily grows, the plain, sad fact
is that most big manufacturers have stopped
color set production — among them, CBS-
Columbia, Crosley, General Electric, Mo-
torola and Zenith. Only RCA-\'ictor seem
bullish on color television, claiming the
market will “break through” by Christ-
mas— but they don’t say which Christmas.
Out of 36,000,000 television sets in use. fewer
than 10,000 are color sets, and many of these
are “on the cuff” — loaned to editors, writers
and opinion-makers for the publicity value.
The same old problem is blocking color —
and that is the price. Most of the manufac-
turers can’t break tbe $895 bottleneck — and
every one of the 36,000,000 sets in use will
have to be replaced individually to acquire
color at home. — Walter Brooks

MANAGERS' ROUND TABLE SECTION, JULY 30, 1955

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BENEA"

Believe IT or not, but read what the sign says,
as publicity for "It Came From Beneath the Sea" —
displayed in the cashier's cage, at the RKO
Orpheum theatre, Minneapolis.

Bill Blake's stunt tor "Cobweb"
— a girl with a butterfly net,
catching customers, for Loew's
Warfield, San Francisco.

John Conhaim, manager of the
Stanley theatre, Newark, poses
with the winner in his beauty con-
test and the sponsor.

Diane Gordon, manager of
Stanley Warner's Oritani theatre,
Hackensack, N. J., wished good
luck to a contender who repre-
sented her theatre in the National
Soap Box Derby. There were 95
local entries, sponsored by differ-
ent industries in the area.

William H. Belle, manager of
Interboro's Laurelton theatre, Lau-
relton, L. I., played "Three Coins
in the Fountain" late, but did a
very fine job, building a lobby
display to sell the picture.

This Puts IT
In Publicity

when Washington
was hit by a transit
strike, Vincent lorio,
manager of the Trans-
Lux theatre, arranged
this transportation tor
"A Man From Laramie."

Larry Graver, manager
of the Stanley Warner
Mastbaum theatre in
Philadelphia, shows his
sponsored T-V contest,
displayed in the lobby
for "A Prize of Gold."

Raymond Willie, assistant gen-
eral manager tor Interstate Thea-
tres, in Texas, and Frank Stari,
advertising and publicity director
for the circuit, pose with a life-
size cut-out of Jimmy Stewart.

Max Rubin, manager of Schine's Paramount thea-
tre, Syracuse, had these fencers as lobby and street
advertising for "The Purple Mask."

MOTION PICTURE HERALD, JULY 30, 1955

Calumhiu^s Phane
Pramatian Clicks

“The Man From Laramie” lias had more
phone calls than any film star in history —
and all in the past month, in fifteen cities
from coast to coast, thanks to the ingenious
telephone gadget illustrated below, which
Columbia has installed to provide a direct
and “personal” message from Jimmy Stewart
— his unmistakable voice and personality.
It's now a long story, carried on in key
cities, and still current in New York.

The device is available from your tele-
phone company's business office. It costs $12
per month, and is not for sale. It has a
disc which records an incoming conversa-
tion (if you wish) or repeats a reply, as
desired. Theatres have used the equipment
in various cities — we believe Trueman Rem-
busch was the first to talk about his experi-
ence with the machine. He had it hooked
up to give out program information. An-
other manager somewhere in the Fox-Na-
tional circuit reported that he clocked 68
incoming calls per hour.

Started on the Coast

William Goetz, who produced “The Man
From Laramie” for Columbia release, saw
the device in use in a Los Angeles broker’s
office, where it gave out market informa-
tion recorded every hour. It was installed
for the premiere of “The Man From Lara-
mie” in the West and South. Fort Worth
was a real champion of the whole country
in this promotion, and it was necessary to
use 18 of the playback machines in that
territory. The first cities to use the pro-
motion were San Antonio, Houston, Dallas,
Fort Worth, Detroit, Philadelphia, Boston,
Chicago, Seattle and Salt Lake City. In
Philadelphia, a battery of fifteen machines
were in constant operation. Each person
dialing heard Jimmy Stewart answer the
phone, say what he had to say, thank
them for calling and hang up, as realisti-
cally as anything could be. In Boston, they
averaged 1,200 calls an hour, and the tele-
phone company asked Columbia to place five
more machines to relieve the situation. As
Jim Ivers said in last week’s “Horizon”
in the Her.ald, when the wires become over-
loaded, “It gave the phone company’s widg-
ets the fidgets.” We can’t quite explain it,
but when all wires were “busy” it piled up,
rang bells in the supervisor’s office, and
jammed the switchboard.

Climax in New York

Which brings us up to the story of this
promotion in New York. Apparently, the
bigger the city, the more “widgets” that
would develop. First, Columbia had a num-
ber that had to be discontinued after three
days, with 13,000 calls coming in, to com-
pletely swamp the facilities. There were
other troubles, such as conflict with wrong
numbers that originated through no fault

of any one, but resulted from the conges-
tion. So, they stopped service temporarily,
and started over again, this time with thirty
of the playback machines, and a new num-
ber to insure a reasonably clear field. Now,
that number is working, and you’ll see the
set-up in the photograph below.

Some Things Were Funny

But there is one more anecdote that we
can’t resist telling. Somehow, the published
number, wdiich is JU 6-7020 was printed in
one newspaper as JA 6-7020, and that num-
ber turned out to be a firm of lawyers in
Jamaica, Long Island. They were some-
what annoyed, but they knew how to retal-
iate ! They stopped cursing the telephone
company, and took the calls. But, each one
who called was told to call Circle 5-5000,
which is Columbia’s number, and ask for
Mr. Howard LeSieur, who would be glad
to send them two free tickets for “The Man
From Laramie.” That was a fiendish re-
venge, which only a lawyer who knew his
film industry could think of. Columbia’s
switchboard was loaded with calls, but Mr.
LeSieur was “out of town” — and he really
was, for Howard has been traveling, taking
charge of these openings in fifteen cities.
But he heard about it when he got back !
Or, sooner. In Fort Worth, they had one
other slight slip-up. Folks dialed a wrong
number by error, and got a small manufac-
turing plant, where there really was a Jim-

^TOI* PIIESSf NEWS

Since this story was written, the New
York Telephone Company has exercised its
option of requiring Columbia Pictures to
install 20 more machines to handle its "Call
Jimmy Stewart" campaign tor "The Man
From Laramie." The decision was made to
raise the number of playback machines to
fifty after the telephone company had
clocked 91,163 calls to Judson 6-7020 be-
tween 10 a.m. and 9 p.m. on Thursday.

Incidentally, since this was a cash busi-
ness, with each paying patron depositing
his own dime in advance to "Call Jimmy
Stewart" — it adds up to a daily income of
$9,116.30 for the telephone company, in
addition to the complete cost to Columbia
for the playback installations and the leased
wires for incoming calls. Thus, the movie
fans have paid more in a 12-hour day to
"Call Jimmy Stewart" than even a movie
star gets for a studio day, making a picture,
and possibly as much as the film will gross
per day when it opens in a Broadway thea-
tre. We suggest that the A. T. & T. Com-
pany put Jimmy Stewart under contract.

my Stewart — and now he knows how it
feels to be a film star !

It was a grand idea, and worked uni-
formly well, with thousands of happy cus-
tomers, so don’t hesitate to put the device
into use. Any theatre in -almost any situa-
tion can afford the $12 per month installa-
tion cost, and in many cities and towns,
the service is unlimited, so there is no lid
on the number of calls or the costs, beyond
the necessary wires and playback machines.
Everybody got a kick out of “talking” to
Jimmy Stewart.

Howard LeSieur. Columbia's director of advertising, publicity and exploitation, and
Robert Ferguson, his assistant, examine the battery of thirty telephone recording playback
devices being used in the "Call Jimmy Stewart" campaign for "The Man From Laramie" in
New York. Note that each device has its own regular telephone hand set, so you can
listen in, or cut in with your own conversation, or use if as your telephone, if you wish.
The cost of the device, on rental from the telephone company, is $12 per month, probably
in addition to the wire charge, for one or more additional lines, or a separate listing.

MANAGERS' ROUND TABLE SECTION, JULY 30. 1955

*'Davy Crockett** Arrives
At the Campus Theatre

You would know that J. P. Harrison, the
old master showman, Quigley Award win-
ner and manger of the Campus theatre, Den-
ton, Texas, would dream up something new
and different as his selling approach for
“Davy Crockett.” The photograph above is
one of a number of news pictures that land-
ed in the Denton Record-Chronicle because
these eager-beaver Scouts brought their cots
and spent part of the night on the sidewalk
in front of the theatre, waiting for the
arrival of “Davy Crockett” on Saturday
morning, so they would be first in line !
Made fine publicity — and a good adventure
for kids.

Getting up in the middle of the night and
pitching camp in front of the Campus thea-
tre was only part of the promotion which
J. P. provided. He had an exhibit of “Davy
Crockett” merchandise in the lobby, and
made good use of a 24-sheet for pictorial art
and lettering as front display. And a co-
operative advertiser took space in the paper
to announce the arrival of a granddaughter,
named “Dava Crockette” — born on a moun-
tain top in Tennessee — a true Southern
Belle. The merchant announced that he was
going back home to see the new arrival.
J. P. has still another co-op with a used
car dealer, known as “The Swap King” —
and apparently J. P. is impartial chairman
of swaps.

There was a contest running five weeks
in advance of playdates for the youngster
who could “best sing the Davy Crockett
song” — and again J. P. was the judge.
There’s no limit to this man’s energy, and
endurance. He says his stunts “save him
quite a hunk of money” — by getting deals
with willing sponsors, and making the most
exploitation out of the least expenditure. He
recommends cut-outs from 24-sheets which
he mounts directly on tile, glass or brick
wall.-i. Say- this saves a lot of work, time

and expense, with a maximum of good re-
sult— the best thing he ever hit on to put
out a flashy front at the very least cost.
The best line in his letter is the fact that
adults outnumbered even the kids for “Davy
Crockett” — and he gave awards to the
youngsters who brought in the most adults.
The winner took the prize — for persuading
twelve grownups to go to the movies.

John Scanlon, manager of the Palace the-
atre, Torrington, Conn., launched the county
premiere of “Strategic Air Command” with
an impressive campaign. Air Force recruit-
ing officers attended and newspaper space
with art was promoted to depict the mayor
receiving an invitation, also a write-up with
picture on a local service man who took
part in the picture.

**The 3Man **
Visits Four
Texas Cities

DALLAS: The giant four-city Texas pre-
miere festival for Columbia’s “The Man
From Laramie” hit Dallas Friday (15)
after its first two big openings in San An-
tonio and Houston. Star Jimmy Stewart
and the rest of the caravan arrived here by
chartered plane after a full day of activity
in Houston.

The festivities here today and in Ft.
Worth Saturday will follow the pattern
utilized in San Antonio and Houston, as
Columbia and the Interstate Circuit combine
to generate hoopla as hot as the Texas sun
this time of the year.

Press breakfasts. Western style, parades
in mid-day and Kleig-lighted evening open-
ings with stage appearances were the big
doings for the world premeire at the Majes-
tic theatre in San Antonio Wednesday (13)
and the opening at the showcase of the same
name in Houston yesterday. Today's ac-
tivities centering on the Majestic theatre
here and tomorrow’s opening at the Worth
in Ft. Worth will wind up the festival.

Among the film indust>-y figures present
were Interstate’s Robert J. O’Donnell and
Raymond Willie, two Columbia vice-presi-
dents, A. Montague, general sales manager,
and Paul N. Lazarus, Jr., in charge of ad-
vertising and publicity, and William Goetz,
producer of “The Man From Laramie,”
first picture from his organization for Co-
lumbia release.

"Davy" Does It Again

Bill Sobel, manager of the Starlite Drive-
In, Stamford, Conn., used a kiddie appeal
in his newspaper ads for “Man of Conquest”
with free “Davy Crockett” souvenirs for all
and extra gift for those in costume.

It's not only the kids who are crazy about "Davy Crockett" — but it's the teen-agers,
too, and the grown-ups. In Philadelphia, 1,000 students at the Central High School held a
"Davy Crockett" dance for the opening of the Disney picture at the Stanley-Warner
Mastbaum theatre, wearing their coonskin caps, and trying for "Davy Crockett" trophies.

MOTION PICTURE HERALD, JULY 30, 1955

Sdtina

mg ^y^pproaci

INTERRUPTED MELODY— MGM. Cinema-
Scope, in color by Eastman. The dramatic
story of Marjorie Lawrence, portrayed by
Eleanor Parker, with Glenn Ford. The
story of a crisis in a woman s life; and of
the broken record that was her song of
love. A great drama, with music, for into
their lives came "the interrupted melody."
24-sheet and all posters have been well
designed to provide pictorial art materials
for marquee and lobby display. Two-color
herald from Cato Show Print keys your
campaign with all the best advertising
slants. Newspaper ad mats are especially
good, and inspired with the dramatic theme
of the picture. There is a variety of sizes,
shapes and styles, to give you an excep-
tional choice. One 2-column ad, mostly
type reads, "The story of a farm girl who
sang her way to fame and romance, and
then met with a sudden blow from fate."
It provides a personal appeal to rural
patronage with the manager's recommen-
dation. Don't fail to tell them that this is
a true-life story of a world-renowned per-
sonality. A set of teaser ads will start the
advertising theme ahead of your regular
ads. The complete campaign mat for small
situations has ten ad mats and slugs.

THE MAN FROM LARAMIE— Columbia
Pictures. CinemaScope, in color by Tech-
nicolor. James Stewart, in a William Goetz
production. "The Man" comes to you
straight from one of the most powerful ad-
venture stories in the Saturday Evening
Post. "The Man" who came a thousand
miles to kill a man he had never seen!
Powerful western drama in super-deluxe
style. 24-sheet and all posters have "The
Man" in strong portrait and pictorial art
backgrounds for lobby and marquee dis-
plays. A 9x12 herald carries all the best
of the selling approach for most situations.
A set of six door panels introduce all
members of the cast and do it importantly
for display purposes. This is an exceedingly
good investment, at $6 for the set. News-
paper ad mats are very good, and in a full
range of sizes and shapes, from very large.

LOOKING FOR
SOMEONE TO
MAKE YOUR

SPECIAL
TRAILERS

GOOD
FAST?

Then Try

FILMACK

< You'll Be Glad You Did )

1327 S. WABASH. CHICAGO • 630 NINTH AVE..NfW YORK

down to the one- and two-column widths
included in the composite campaign mat
for small theatres. This gives you eight ad
mats and slugs, plus two publicity mats, all
for 35c at National Screen. Get the whole
mat and take it to your newspaper, so you
can have your choice at the press.

HOUSE OF BAMBOO — 20th Century-Fox.

CinemaScope, in color by DeLuxe. The
story that Tokyo couldn't hide, and Wash-
ington couldn't hold back! Filmied on the
spot with the cooperation of the U. S.
Army Far East, and the Tokyo Metropolitan
Police. In Japan, a woman is taught from
childhood to please a man! Is this what's
happening in Tokyo today? The U. S.
MPCI use a kimona girl to smash Tokyo
terror! A ring of ex-G.I.'s in the Tokyo
underworld! 24-sheet and every poster
has art materials, which you can use as cut-
outs to build your own lobby and marquee
display. "The most of the best art for the
least money" — says J. P. Harrison, grand
old showman, down in Denton, Texas.
Newspaper ad mats in all sizes, from very
large to smaller, and feature that advertis-
ing theme of the Japanese girl in the
"House of Bamboo" — you can see behind
the screens to sense the dramatic story.

PIONEER Qualatex Balloons

• are inexpensive, easy to
distribute

• have real toy value as premiums \PARENTSy

• carry name of your movie

and theatre far and wide

A Guaranteed by

Get ideas, samples and V Good Housekeeping i
imprint information from
our Premium Dept. —

. . . Timely news supplementing the
special monthly department covering
all phases of refreshment service.

New Headquarters for
ABC Vending Corporation

Plans for the immediate construction in
Long Island City of a large building to
house its national executive offices and to
serve as distribution center for the New
York metropolitan area have been an-
nounced by the ABC Vending Corporation,
operator of attended stands and automatic
concessions in the motion picture theatre
and other fields. The building will be of one-
story and mezzanine design and located on
Northern Boulevard and 50th Street in
Queens, adjacent to principal traffic arteries.
In making the announcement, Charles L.
O’Reilly, chairman of the board of directors
of ABC, said the erection of the building
is his company’s way of’ “dynamically re-
inforcing our confidence that the vending
industry in metropolitan New York and the
nation continues to have a sound and bright
future."

Pepsi-Cola at Disneyland

One of the main attractions of the
“Frontierland" section of Disneyland Park
in Anaheim, Calif., is the Golden Horse-
shoe, a replica of a saloon of the Old West,
the “bar” of which is being operated by
the Pepsi-Cola Company.

Billed as “the longest little bar in the
world,” it is offering youngsters “the tallest
glassful of Pepsi-Cola" in addition to light
luncheons. The saloon is equipped with
swinging doors and has a seating capacity
of 300 and a balcony where guests can relax
and watch the stage show, which features
“Gay ’90’s" entertainment continuously.

Adjacent to the Davy Crockett museum,
the Golden Horseshoe faces a river dock
where visitors to the park board a 105-foot
paddle-wheeler steamboat for a cruise on
the rivers of America.

1955 Candy Sales Up Slightly

Sales of confectionery and competitive
products for the first half of 1955 are 1%
higher than those for the same period in
1954, according to a report by the Bureau
of the Census, U. S. Department of Agricul-
ture, Washington, D. C. It was in 1954
that the candy industry set an all-time sales
record. The report also showed that sales
for Alay, 1955, increased 5% as compared
with the same month in 1954.

MANAGERS' ROUND TABLE SECTION. JULY 30. 1955

CLASSIFIED ADVERTISING

HELP WANTED

AMBITIOUS ASST. MANAGER FOR KEY THE
atre. Give full details first reply to Armstrong Circuit
Inc., BOX 220, Bowling Green, Ohio.

DRn'E-lX THEATRE MANAGER WANTED FOR
the Los Angeles area. Excellent opportunity for top
calibre man. All replies will be treated in strict con-
^ence. W rite DON GUTTMAN, Pacific Drive-in.
Theatres, 141 South Robertson Boulevard, Los An-
geles 4S. California,

EXPERIENCED FTT.M OPERATORS WANTED
in Southern New York State, Simple.x Machines. Top
salary, vacation pay. State age. experience, send
photo, and full information in fetter C/O Box 2866,
MOTION PICTURE HERALD.

SERVICES

WINDOW CARDS. PROGRAMS. HER,\LX)S.
photo-offset printing-. CATO SHOW PRINTING CO..
Cato. N. Y.

OFFSET MOVIE PROGRAMS. LOW PRICES.
Write for Samples. BRON.X .-KRT PRESS. 582 Court-
landt Ave., New York City 51.

PHOTO-OFFSET PROGRAMS. WINDOW CARDS,
three sheets. Serving motion picture theatres 25
years. FILMLAND PRESS, 358 W. 44th St.. New
York City. Phone; Circle 6-8875.

USED EQUIPMENT

150— PROJECTION LENSES— 150. SUPER SNAP-
lite fl. 9 $170 pr. ; Superlite $150

pr. ; Superlite 3j4"-3^"-4"-4*4" $90 pr. AH coated,
excellent condition (some like new). Trades taken.
Some sizes short supply-wire or telephone order to-
day. S. O. S. CINEMA SUPPLY CORP.. 602 W.
52nd St., New York 19.

STUDIO EQUIPMENT

MAGNECORDER STEREOPHONIC BINAURAL
Outfit, $800 value, like new $495; Berndt-Maurer 16mm
Camera Outfit, 3 lenses, 3/400' magazines, Mitchell
Tripod, 3 motors, etc. $6,000 value, $2,495; Art Reeves
35mm recording outfit, $5,000 value — $495; Moviola
35mm composite sound/picture S495; Escalator Tripod
for heaviest TV or Movie Cameras on 3 wheel dolly.
$295; Motorized Dolly with 2 seats, takes heaviest
cameras, $195. S. O. S. ONEMA SUPPLY CORP.,
602 W. 52nd St., New York 19.

NEW EQUIPMENT

VALUE UNSURPASSED! SEAMLESS METAL-
lic Screens, 75c sq. ft. ; Beaded Screens 15'6" x 20'6"
— $75. .-Ml sizes Projection Lenses at lowest prices.
S. O. S. CINEMA SUPPLY CORPORATION. b02
W. 52nd St.. New York 19.

SEND PROJECTION THROW-SCREEN SIZE,
we’ll compute your CinemaScope requirements. Com-
bination pair Cinematic IV adjustable anamorphic
lenses and pair Snaplite Series II prime projection
lenses, all for $595. Buy on Time with $200 down.
S. O. S. CINEMA SUPPLY CORP.. 602 W. 52nd
St., New York 19.

DRIVE-IN EQUIPMENT

YOUR BEST aNEMASCOPE BUY! CINEMATIC
I\’ adjustable prismatic Anamorphic Lenses plus Snap-
lite Series II prime lenses, all for $595 (with used
prime lenses $495). Available on Time. S. O. S.
CINE.MA SUPPLY CO-RP., 602 W. 52nd St., New
York 19.

SEATING

VACATING OUR IRVINGTON, N. J._ warehouse.
All chairs sacrificed-prices start @ $2.95. S. O. S.
CINE.MA SUPPLY CORPOR.YTION, 602 W. 52nd
St., New York 19.

BOOKS

MOTION PICTITRE AND TELEVISION ALMA-
nac — the big book about your business — 1955 edition.
Contains over 12,000 biographies of important motion
picture personalities. Also all industry statistics.
Complete listings of feature pictures 1944 to date. Order
your copy today. $5.00 postage included. Send remit-
tance to QUIGLEY BOOKSHOP, 1270 Sixth Avenue,
New York 20, N. Y.

RICHARDSON’S BLUEBOOK OF PROJECHTON.
New 8th Edition. Revised to deal with the latest tech-
nical developments in motion picture projection and
sound, and reorganized to facilitate study and refer-
ence. Includes a practical discussion of Television
especiallv prepared for the instruction of theatre pro-
jectionists, and of new techniques for advancement of
the art of the m.otion picture. The standard textbook
on motion picture projection and sound reproduction.
Invaluable to beginner and expert. Best seller since
1911. 662 pages, cloth bound, $7.25 postpaid. QUIGLEY
BOOKSHOP, 1270 Sixth Avenue. New York 20. N. Y.

THEATRES

THEATRE WANTED— 60 MILE RADIUS NEW
York City — Small town preferred. BOX 2865, MO-
TION PICTURE HERALD.

WANTED TO BUY

REQUIRE 600 TO 1000 USED THEATRE CHAIRS.
Veneer back, arms and seat. Perfect condition. Photos
indispensable, prices and details fob. EDFER, Box
1517, San Jose. Costa Rica.

Claude Ezell Sells Holdings
In Six Cities to E. L. Pack

DALLAS : \ joint statement issued here
last week by Claude C. Ezell and E. L. Pack
disclosed that an agreement of sale has been
signed between Mr. Pack, president of Bor-
dertown Theatres, Inc., and I\Ir. Ezell, rep-
resenting Claude Ezell and Associates, by
which Mr. Pack purchases all the stock of
the Eizell -operated theatres in Fort Worth,
Waco, San Antonio, Brownsville, Houston
and three drive-ins in Dallas. At the same
time Mr. Ezell sold his two drive-ins in
Austin to Trans-Texas Theatres and the
Gulf drive-in in Corpus Christi to his part-
ner, Rowley United Theatres. He will con-
tinue to operate and manage the Circle and
.Surf drive-ins, Porth Arthur, held in part-
n -rship with Jefferson Amusement Com-
pany, as well as his other theatre interests.

Ben Piazza Dies; Veteran
Talent-Casting Director

LOS ANGELES : Ben Piazza. 69, veteran
talent and casting director, died here last
week at the Cedars of Lebanon Hospital
following a lengthy illness. Mr. Piazza
began his career in the entertainment world

with Paul Armstrong. He was general man-
ager of the RKO circuit and in 1928 Irving
Thalberg brought him to MGM as first
talent scout for the then new talking pic-
tures. Subsequently he headed the talent and
casting department at Paramount and then
formed a production company. Major Pic-
tures, with Emanuel Cohen. He later headed
the RKO talent and casting department
from 1940 to 1948, when he retired because
of illness. His wife, two daughters and one
son survive.

W. J. McShea, 57, Manager
Of RKO Branch Operations

William J. Alc.Shea, 57, manager of
branch operations for RKO Radio Pictures,
died suddenly this week of a heart attack
while on vacation in Scranton, Pa. Mr.
Mc.Shea, whose home was in Lynbrook,
Long Island, was an industry veteran. He
came into the old Pathe company with the
Joseph P. Kennedy regime in 1927 as a
treasurer’s representative. At RKO he be-
came assistant manager of operations and
then, in 1953, manager. He was born in
Lowell, Mass., and was a graduate of Holy
Cross. His widow, two daughters and two
sons survive.

Senate Extends Life of
Delinquency Committee

WASHINGTON : The Senate Rules Com-
mittee has voted to extend the life of
the special Senate Judiciary subcommittee
studying juvenile delinuency. The sub-com-
mittee, headed by Senator Estes Kefauver
(D., Tenn.) has been studying among other
things, the effect of crime and horror films
on juvenile behavior. It was scheduled to
go out of existence at the end of July, but
now will continue through next January.

Joseph Rosenfeld

Joseph Rosenfeld, 48, traveling auditor
for RKO Radio in Latin America, died
suddenly in Trinidad July 24 of a heart
attack as he was preparing to come to New
York, the home office was advised. He had
been with the company since 1943.

Maurice Dassa

Maurice Dassa, 40, general manager of
MGiM of Egypt, died in Paris July 19 fol-
lowing a brief illness. Surviving are his
wife and three children. He began his
motion picture career with MGM in 1936
as assistant shipper in the Alexandria office.

MOTION PICTURE HERALD, JULY 30, 1955

FILM BUYERS RATING

Fib)! buyers of iudepeuJeut circuits in the U. S. rate current
product on the basis of its performance in their theatres. This
report covers 100 attractions, 4,148 playdates.

Titles run alphabetically. Numerals refer to the number of en-
gagements on each attraction reported. The tabulation is cumula-
tive. Dagger (f) denotes attractions, published for the first time.
Asterisk ('•') indicates attractions which are listed for the last time.

EX means Excellent; AA — Above Average; AV — Average;
BA — Below Aierage; PR — Poor.

A & C Meet the Keystone Kops (U-l)
A & C Meet the Mummy (U-l)

Ain't Misbehavin' (U-l)

Americano (RKO)

Annapolis Story (A. A.)

Bad Day at Black Rock (MGM)

Bamboo Prison (Col.)

Battle Cry (W.B.)

Bedevilled (MGM)

Big Combo (A. A.)

Black Tuesday (U.A.)

Blackboard Jungle (MGM)

Bridges at Toko-Ri (Par.)

Camille (Reissue) (MGM)

Captain Lightfoot (U-l)

Carmen Jones (20th-Fox)

Carolina Cannonball (Rep.)

Cell 2455, Death Row (Col.)

Chief Crazy Horse (U-l)

Conquest of Space (Par.)

Country Girl (Par.)

Crashout (Fllmakers)

Creature With the Atom Brain (Col.)
Cult of the Cobra (U-l)

Daddy Long Legs (20th-Fox)

Davy Crockett (B.V.)

Destry (U-l)

Detective (Col.)

Doctor in the House (Rep.)

East of Eden (W.B.)

End of the Affair (Col.)

Escape to Burma (RKO)

Eternal Sea (Rep.)

Far Country (U-l)

Far Horizons (Par.)

5 Against the House (Col.)

EX AA AV

5
27
56

1 1

23
5
5

7
5

25
10
17

2
2

7
2
16
1 1

8
I

5
1 1

2
8

4
2
8
9

6
I

2
I
I

2
2

5
2
I

Gang Busters (Visual)
Glass Slipper (MGM)
Green Fire (MGM)

Hell's Island (Par.)
Hit the Deck (MGM)

18 3-

22 14 II 14

9 37 24 7

- 12 4 I

10 33 16 2

Interrupted Melody (MGM)

It Came From Beneath the Sea (Col.)

2 - I I

12 11

Julius Caesar (MGM)
Jump Into Hell (W.B.) .
Jupiter's Darling (MGM)

13 22 22 II 4

- - 2 5 -

7 31 30 17

EX AA AV BA PR

Kiss Me Deadly (U.A.)

. . . .

Land of Fury (Brit.) (U-l)

Long Gray Line, The (Col.)

Long John Silver (DCA)

. . . .

Looters (U-l)

Love Me or Leave Me (MGM) .

Ma and Pa Kettle at Waikiki (U-l)

Magnificent Matador (20th-Fox)

Mambo (Par.)

. . . .

Man Called Peter, A (20th-Fox)

Man from Bitter Ridge (U-l)

Man Without a Star (U-l)

Many Rivers to Cross (MGM)

Marauders (MGM)

. . . .

Marty (U.A.)

Masterson of Kansas (Col.)

New Orleans Uncensored (Col.)

New York Confidential (W.B.)

^ .

Prince of Players (20th-Fox)

Prodigal, The (MGM)

Purple Plain (U.A.)

. . . .

1 1

Racers, The (20th-Fox)

Rage at Dawn (RKO)

. . . .

Revenge of the Creature (U-l)

Run tor Cover (Par.)

. . . .

Sea Chase (W.B.)

Shotgun (A. A.)

Silver Chalice (W.B.)

Six Bridges to Cross (U-l)

Smoke Signal (U-l)

1 1

Soldier of Fortune (20th-Fox)

...

So This Is Paris ( U-l )

Son of SInbad (RKO)

. . . .

Strange Lady in Town (W.B.)

. . . .

Stranger on Horseback (U.A.)

...

Strategic Air Command (Par.)

Tarzan's Hidden Jungle (RKO)

Ten Wanted Men (Col.)

That Lady (20th-Fox)

This Island Earth (U-l)

Three for the Show (Col.)

...

Three Ring Circus (Par.)

1 1

Tight Soot (Col.)

. .

Timberjack (Rep.)

. . . .

Unchained (W.B.)

Underwater! (RKO)

Untamed (20th-Fox)

Violent Men (Col.)

Violent Saturday (20th-Fox)

1 1

West of Zanzibar (U-l)

White Christmas (Par.)

White Feather (20th-Fox)

Women's Prison (Col.)

Young at Heart (W.B.)

1 1

^KraveL'Ad -A ReallyNew
and Practical Ticket Selling Idea"

Says BOB ANDERSON. BURIEN THEATRE, BURIEN, WASHINGTON

2413 Secon^i

.esscon-esup

„ someone m den. Na«o«e'

once m a »nd P’'a"'^“'

«-,th a cea"!' «>* ^ ^ ^„„,b and

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Sincerely 1

naeau-

„ersona' teftarda-
\^\rvdest P

bob

nmmm.,\Ci^ scrvke

XJpptzfBfiBr Of memousmY

/IVjyjKJiJX \^y i /

for AUGUST

iph in Wide-Screen Technique
cin Asset of Drive-In Operotion
jotre Gimmick or o Social Sign?

IBTHAJ^mSirXG:

Program That Hiked Sales 3c Per Cnatomer
o ^

al X7&I y'otk City, tfr S. A- nnder the act u/ March i 7779. Pvb-
WksF RockcftUer -S' etc York 20, AL Y. Xa^rithioa pries: Jj."

All coHtents'i^Sn^l/llIV li 72*$ by 0Mtey PuMskiap Campamy. I

THE

BEST

FROM THE

WEST!

This is No. 2 of a series of ads
about the Big M-G-M attractions
to come. No wonder all eyes are
watching the unprecedented activ-
ity at the world’s greatest Studio.
Watch for more Top attractions in
this space next week!

Last week we told you about
“It’s Always Fair Weather,”

“Quentin Durward” and “Trial.”

BEST-SELLER!

O c CO

TV FAME!

"I’LL CRY
TOMORROW

Twenty million people wept and then cheered when
Lillian Roth, famed ex-Ziegfeld Follies star, appeared
on television and told the intimate details of her life
from footlight heights to the depths. As an autobio-
graphy, "Til Cry Tomorrow,” it became an overnight
best-seller. Now this frank, sometimes shocking,
always heart-moving revelation of man’s love and wo-
man’s courage comes to the screen as an inspiring
human document, with Susan Hayward recreating the
role of Lillian Roth in a great personal triumph.

★

M-G-M presents "I'LL CRY TOMORROW"
starring Susan Hayward . Richard Conte
Eddie Albert . Jo Van Fleet . Don Taylor
Ray Danton • Screen Play by Jay Richard
Kennedy and Helen Deutsch . Based on the
book by Lillian Roth, Mike Connolly, Gerold
Frank . Directed by Daniel Mann . Produced
by Lawrence Weingarten

CINEMASCOPE

AND

COLOR

Richard Harding Davis’ famed
story, known and beloved by
generations of Americans,
comes to the screen at last. For
the millions who ask for some-
thing new, here’s the answer to
their wishes. Through the mind
and philosophizing of an
amazing dog star, Wildfire,
whose observations are actual-
ly spoken in an off-screen voice,
the audience enjoys adventure,
romance and humor in a novel,
fast-paced entertainment.

★

M-G-M presents in CinemaScope • Richard
Harding Davis’ “THE BAR SINISTER”
starring Jeff Richards • Jarma Lewis
Edmund Gwenn • Dean dagger • and Wildfire
with Richard Anderson • Willard Sage
Screen Play by John Michael Hayes • Photo-
graphed in Eastman Color • Directed by
Herman Hoffman • Producedby Henry Berman

THE

TENDER

TRAP'

1 ^ ■ - - -1

1 1

O 0 o o

o o o

o o

IN CINEMASCOPE and COLOR

This riotous film from the Broadway stage hit brings
a company of top-flight funsters from both Hollywood
and New York to catch every one of its thousand
laughs! Frank Sinatra and Debbie Reynolds of the
movies, David Wayne and Celeste Holm of the legiti-
mate stage assure color, romance and fun galore in
this hilarious escapade of the gay bachelor who seeks
safety in numbers — until he finds he can’t have the one
girl he wants!

M-G-M presents in CinemaScope • “THE
TENDER TRAP” starring Frank Sinatra
Debbie Reynolds • David Wayne • Celeste
Holm • Jarma Lewis • Screen Play by
Julius Epstein • Based on the Play by Max
Shulman and Robert Paul Smith • Photo-
graphed in Eastman Color • Directed by Charles
Walters • Produced by Lawrence Weingarten

It's time to mail your Audience Awards nominations

Warner Bros:

WORLD PREMIERE

AT THE

FOX THEATRE IN
SAN FRANCISCO!

Frisco’s big salute
gets it in the air!

Parades! Air Corps Bands!
Top names in the
Air Force! Top stars
and celebrities! And the
same night to top it ail—
a spectacular full
hour-and-a*half nation-wide
telecast on Steve Allen’s
‘Tonight’ Show over NBC-TV!

J^LANbUi

"TMB

WarnerCouor I

ALSO STARRING [

JAMES WHITMORE • Screen Play by TED SHERDEMANjj|

GIRL WITH THE
LAUGHING EYES AND THE GUY WHO
WROTE HISTORY IN THE SKIES.

To the roar of the Sabre- Jets, the true and
tender story of Capt. Joe McConnell,
the ‘Sky-Tiger’ who became America’s
first Triple Jet Ace — and of ‘Butch’
the beautiful bundle of courage
who became his wife.

STEREOPHONIC SOUND

and SAM ROLFE • Music by Max Steiner • Produced by HENRY BLANKE • Directed by GORDON DOUGLAS

international world premiere AUG. 17th

in NEW YORK and SINGAPORE!

This ts the true story of
their forhidden romance
as Ha n Buy in herself
tells it. . . sweeping aside
5000 years of tradition
in the most enchanted
Jove-mahing the screen
has seen in a long time!

'It’s a pleasure
to do business
with 20th!”

1 lie price tliey pay wlien they come out of tlieir secret garden
and face the world in modern-day Hong Kong — makes this
one of the screen’s unforgettable experiences.

20ilt Century-Fox captures all the beauty and rapture of
Han Suyin’s true hest-seller.

William Holden • Uenniffer Uones

Love is a Many-Splendored Thing

will, TORIN

THATCHER

PRODUCHD BY

BUDDY ADLER

Ol N EM a5coP^

DIRECTED BY

HENRY KING

COLOR ty

DE LUXE

SCREEN PLAY BY

JOHN PATRICK

she was Han Suym, the fascinating Eurasian...

He was Alarh Elhott, the A^merican correspondent...

MOTION PICTURE HERALD

MARTIN QUIGLEY, Editor-in-Chkf and Publisher

Vol. 200, No. 6

MARTIN QUIGLEY, JR., Editor

August 6, 1955

The New RKO

The O’Neil group has lost no time in revitalizing
RKO. This is welcome news to the RKO organ-
ization at home and abroad and also to the whole,
industry, in particular to exhibitors.

With Daniel T. O’Shea as president and several new
associates, including Charles R. Manby, Charles Glett
and John B. Poor, RKO has a splendid staff to imple-
ment the new policies. RKO always has had a fine sales
organization. What it has been doing with so little to
sell in the domestic and foreign markets in recent years
is truly remarkable. James R. Grainger is to remain and
supervise sales distribution. Walter Branson, world-wide
sales manager, and Herbert Greenblatt, domestic sales
manager, are also to continue in their posts. This will
give an effective continuity of administration.

There is no secret about what has been the matter
with RKO. The situation has been analogous to trying
to operate an engine without fuel. The fuel of a dis-
tribution company is product. RKO has been starved for
product.

By independent production and perhaps by direct pro-
duction Thomas F. O’Neil plans to correct the RKO
product deficiency. As he said recently, for a company
such as RKO which has no list of contract players and
creative workers, there is not much of a distinction be-
tween independent and company productions when both
are financed by RKO and both made on the RKO lot.

The exhibitors of the country in the past four years
have rallied magnificently to the support of United Art-
ists. For their efforts and pains they now have a U.A.
on-its-feet and becoming each year a source of more and
better films. With like cooperation the exhibitors can do
as much for RKO — and for themselves.

Abuses of Advertising

UNDER the headline “Terror for Sale” the influ-
ential “Christian Science Monitor” for July 15
published a sharp editorial critical of certain ten-
dencies in some motion picture advertising. Of late most
criticisms of film advertising have centered around sex
references, in art and captions. This present criticism
has to do with alleged audience stimulation through ex-
cessive brutality and inciting to crime.

The “Monitor” summed up its position this way;
“Legitimate bidding for customer attention seems in
these cases to have been abused through advertising that
has moved outside the realm of transparent, innocent
ballyhoo into an area where much harm could follow.”
Two instances cited were copy which said; “Before
this picture is over . . . YOU will want to kill this man”
and “You have to watch what they’re doing to your wife.
. . . Now you know you’ve got to do something . .

It is to be recognized that the problems faced by mo-
tion picture advertising are great. Film advertisements
have to compete with all other advertising and with
each other. In the expression of the “Monitor” “superla-
tive-packed claims” have become general in much adver-
tising to consumers. Advertising for autos, soap and
breakfast foods has long ago taken over many of the
ingredients that used to make film copy stand out.

While it is, therefore, true that motion picture adver-
tising needs reasonable latitude, any tendencies to over-
step the bounds of good taste, decency and a sense of
responsibility must be restrained. The document adopted
in 1930 is still the best guide — “An advertising code;
To reflect the high quality of motion pictures.” The ad-
vertising code, as the motion picture code itself, needs
to be administered with the constructive cooperation
and support of responsible executives, including top man-
agement.

■ ■ B

Mid-Summer Work

This period of mid-Summer is a time for renewed
dedication to two jobs; 1) further stimulation of
hot weather attendance with all the old approaches
and any new ones that give promise of being successful;
and 2) making detailed plans for launching an atten-
dance drive when the schools open in the Fall and tele-
vision blossoms again in full vigor.

From time to time complaints are received about the
mal-functioning (or even total absence) of air-condition-
ing in theatres. This should never be. Theatres pioneered
in air-cooling. Even though shops, restaurants and even
super-markets are now generally air-conditioned, this
is no excuse for theatres to fail to give proper attention
to this subject. Of course air cooling no longer has any
novelty attraction. Now it must be considered essential
for all theatres which can afford it.

In all businesses there is an increasing need for plan-
ning and research. One difficulty is that right now when
the weather is least cooperative the motion picture in-
dustry must be making ready for the Fall. With few
exceptions the films to come to the theatres in the next
six months have already been completed and only await
laboratory processing. Distributors’ plans for advertis-
ing and promotion are already well advanced, at least
for the more important attractions.

However, no matter how good Hollywood has made
a film and how well distribution has promoted it, the
final job must be done by the exhibitor in his community.
The best job can not be done without advance planning.
That means this Summer-time is the time for thinking
for Fall business building.

— Martin Qui.^ley, Jr.

MOTION PiaURE HERALD

oCetterd to the

August 6, 1955

Enthusiastic

To THE Editor :

For the past four years I have been read-
ing The HERALD. I have also saved
every copy. I want to start a library of
these Heralds so I can refer to them fre-
quently. I am now working for Charles
Weigel at the Deer Park and Ken-
tucky theatres. I expect to continue in this
business and some day own a circuit of
theatres.

^ ou hear a lot about the shortage and
high cost of pictures nowadays. You hear of
the poor attendance at theatres and many
other troubles. Some of these problems may
become serious problems but I still say
there’s no business like show business. —
L. J. DIECKHAUS, Deer Park Theatre,
Deer Park, Ohio.

Information Wanted

To THE Editor :

In the June issue of the “Motion Picture
Service Newsletter,” I announced a new
service to our friends in agriculture and
requested their reactions, as follows :

“There have been many agricultural films
made in the past and and more will be made
in the future, but who will know their titles,
where they are, where to get them, and what
they contain as subject matter. The title of
a song used by the late Mr. Bert Williams
in vaudeville will answer those questions — ■
NOBODY!

“The Motion Picture Service will attempt
to bring this whole field into focus with the
thought that anyone seeking information re-
lating to agricultural films can find the an-
swers at Washington, D. C., in the Depart-
ment of Agriculture.

“The Motion Picture Service now pub-
lishes a catalogue of USDA films and a
catalogue of films on agriculture produced
by and for the states. We are considering
compiling information and publishing an ad-
ditional catalogue listing non-government
films on agricultural subjects. In connection
with this project, the Motion Picture Serv-
ice would also establish a central register for
titles of all films on agriculture.

“Would these additional services be of
value to our friends in agriculture? Drop
me a note and give us the benefit of your
ideas.”

We have received nothing but congratula-
tions and encouragement to go ahead with
our plan to establish a central register for
agricultural film titles and publish a cata-
logue of non-government films on agricul-
ture.

To insure the success of such an under-
taking, we need the support of the entire
16mm film industry. We especially need
your assistance in disseminating information
about this service to all individuals, com-

panies, associations, and organizations who
sponsor, produce and distribute agricultural
motion pictures. They should send us their
catalogues and advise us when titles have
been selected for new agricultural films.

The following information is needed for
each film included in the central register and
the catalogue : (1) title; (2) running time;
(3) color or b/w; (4) source; (5) rental
and/or sale; (6) TV clearance, if any; (7)
audience; and (8) synopsis.

We sincerely hope the central register and
the catalogue will be of value to everyone
interested in motion pictures. If you have
any questions regarding the proposed serv-
ice, I will be very happy to answer them. —
WALTER K. SCOTT, Chief, Motion Pic-
ture Scnnce, Office of Information, United
States Department of Agriculture, Washing-
ton, D. C.

\_Any readers having information about
agricultural films are invited to zirite to
The HERALD or direct to Mr. Scott. —
The Editor.']

WHEN AND WHERE

August 15-20: Audience Collection Week
to benefit Will Rogers Memorial Hos-
pital and Research Laboratories.

August 26: Annual golf tournament and
dinner dance of the Variety Club of
Washington, D. C., Manor Country Club,
Norbeck, Maryland.

September 9: Deadline for the filing with
fhe Federal Communications Commission
of answering comments on toll television
briefs, Washington, D. C.

September 19: Annual stag outing of the
Motion Picture Association of Kansas
City, Mo., Hillcrest Country Club, Kan-
sas City.

September 30-October 2: Second annual
convention of the Women of the Motion
Picture Industry, New Orleans.

October 3-7: Seventy-eighth semi-annual
convention of the Society of Motion Pic-
ture and Television Engineers, Lake
Placid, New York.

October 6-9: Annual convention of Theatre
Owners of America. Biltmore Hotel,
Los Angeles.

October 26: Annual convention of the
Motion Picture Theatres Association of
Ontario, Toronto.

Page

RKO's boil er fired up with new ex-

ecutive appointments 12

SAG strike outlook cloudy as TV
producers are hit 13

SPYROS SKOURAS has a word or
two for this and that 14

BRITISH industry moves to form
legion to fight tax 16

BOX OFFICE Champions for the
month of July 1 7

HERMAN LEVY. TOA counsel, to
Europe tor Inquiry I7

UNITED ARTISTS "reservoir" prom-
ises a flow of product 20

MGM executives gather on coast for
look at films 21

FILMS off lightly as Congress con-
cludes session 24

NATIONAL SPOTLIGHT— Notes on
personnel across country 27

SERVICE DEPARTMENTS

Refreshment Merchandising 36-46

Film Buyers' Rating 3rd Cover

Hollywood Scene 21

Managers' Round Table 31

People in the News 26

The Winners' Circle 24

for AUGUST

Section begins opposite 46
WIDE-SCREEN Image Qualify
STEREO-SOUND as a Drive-In Asset
NEW JERSEY'S Absecon Drive-In

IN PRODUCT DIGEST SECTION

REVIEWS (In Product Digest) ; Pete Kelly's
Blues, Trial, I Am a Camera

Showmen's Reviews

545

Short Subjects Chart

546

The Release Chart

548

MOTION PICTURE HERALD, Martin Quigley, Editor-in-
Chief and Publisher; Martin Quigley, Jr., Editor; Raymond
Levy, Executive Publisher; James D. Ivers, News Editor;
Charles S. Aaronson, Production Editor; Floyd E. Stone,
Photo Editor; Ray Gallagher, Advertising Manager; Gus
H. Fausel, Production Monager, Bureaus: Hollywood,

Samuel D. Berns, Manager: William R. Weaver, Editor.
Yucca-Vine Building, Telephone HOIlywood 7-2145;
Chicago, 120 So. LaSalle St., Urben Farley, Advertising
Representative,' Telephone Financial 6-3074; Washington,
J. A. Qtten, National Press Club; London, Hope Williams
Burnup, Manager; Peter Burnup, Editor; William Pay,
News Editor, 4 Golden Square. Correspondents in the
principal capitals of the world. Member Audit Bureau of
Circulations. Motion Picture Herold is published every
Saturday by Quigley Publishing Company, Inc., Rocke-
feller Center, New York City 20. Telephone Circle 7-3100;
Cable address; "Quigpubco, New York", Martin Quigley.
President; Martin Quigley, Jr., Vice-President; Theo. J.
Sullivan, Vice-President and Treasurer; Raymond Levy,
Vice-President, Leo J. Brady, Secretory. Other Quigley
Publications: Better Theatres and Better Refreshment Mer-
chandising, each published thirteen times a year as a
section of Motion Picture Herald; Motion Picture Daily,
Television Today, Motion Picture Almanac, Television
Almanac, Fame.

MOTION PICTURE HERALD, AUGUST 6, 1955

On tLe Ori

orizon

MANEUVER

No confirmation comes from
Loew's, but the industry in New
York feels fairly certain (and
the Wall Street Journal gave
dignity to the rumor) , that
Louis Wolfson is interested in
the company. Mr. Wolfson is of
some renown as a man who knows
about "unrealized assets."
Which brings to mind there soon
must be, under legal compulsion,
a Loew's Theatre Company, pre-
sumably with new officers and
a reappraisal of properties.
Mr. Wolfson is partial to stock-
holders. He fought to get into
wealthy old Montgomery Ward, and
he's in. He has rewarded hand-
somely the stockholders in Cap-
itol Transit, Washington (and
neither his workers nor some
Senators like it) . He owns ship-
building, construction, paint
and other firms, and knows the
theatre business through Wom-
etco circuit, Florida, and the
film business generally through
reported but unconfirmed pic-
ture investments.

Citing a recent decision by
the United States Court of Cus-
toms and Patent Appeals, George
Seaton, president of the Acade-
my of Motion Picture Arts and
Sciences, this week warned
manufacturers and retailers
against commercial uses of the
Academy's statuette, known as
"Oscar." "The manufacture of
any reproduction of the statu-
ette by any one other than the
one firm licensed by the Academy
to make the official trophies is
in violation of the Academy's
rights," he said.

NOT FOR REVIEW

The long pending "Oklahoma"
in Todd-AO will be shown to mem-
bers of the press and invited
industry guests at showings on
August 16 at the MGM studio in
Culver City. A guest of honor
at the showings will be Governor
Raymond Gary of Oklahoma, whose
presence is given as the reason
for the presentation. But mem-
bers of the press are puzzling
over a restriction on the invi-
tation. It is specified that
the picture is not being shown

■B

for review. They wonder how
long the "hold for release" re-
striction will stand up in the
face of the dammed up interest
in the picture.

CANADIAN BOOM

As many Canadian theatres
opened the first six months of
this year, as closed. The num-
ber is 26. Seven indoor houses
opened in Quebec during the past
several weeks. Most new houses
are in new communities. Only two
were replacements.

PROGRAM

An experiment, they call it.
The Valley Drive-In, West Point,
Ga. , ran seven features the other
night — and morning. They began
at 7 P.M. and ended at 5 A.M. Five
hundred cars at first, 32 at the
end. Concession sales were 92
per cent of ticket sales.

WRITERS' INCOME

Television writers' earnings
have more than tripled in the
past nine months over the cor-
responding period of last year,
according to the Writers Guild
of America, West, Inc. A report
showed that TV writer income was
$2,400,000 this year compared
with $800,000 for the same peri-
od last year. Screen writers'
earnings increased by half a
million dollars in the same
period, rising from $6,400,000
to almost $7,000,000.

PRESTIGE

Columbia feels the need of a
"prestige unit" to distribute
foreign pictures, and will form
one within several weeks. This
is according to a top but un-
named spokesman. It would be
similar to the one in Universal
which handled J. Arthur Rank
product .

HAZARDS

Normal midwest operating haz-
ards. The other day, at the East
Park Drive-In, Watertown, S. D. ,
the owners finished installing
their new wide screen. A tornado
snatched it away. Also the
screen tower. In the same state,
at Gettysburg, a storm threat-
ened disaster two nights before

opening, then departed, leaving
a rainbow arched over the new
drive-in. Result; the Rainbow
Drive-In Theatre. At New Ulm,
Minn., a twister took flags,
fences, and projection booth
doors. The show, however, went
on.

HANDS ACROSS THE CURTAIN

The tenuous threads of friend-
ship between east and west,
earnestly stranded at Geneva,
are being helped along in the
film industry. MGM announced
this week the Soviet Government
had agreed to photograph four
world famous paintings by Van
Gogh which are in the Moscow
Museum of Art and deliver the
film for use in MGM's production
"Lust for Life." The matter was
arranged in correspondence be-
tween MGM and the Russian em-
bassy in Washington.

INTO PRODUCTION

Elmer Rhoden, president of
National Theatres, has been in
negotiations with Louis De
Rochemont on a contract under
which Mr. De Rochemont would
produce pictures in the Cine-
Miracle process. He said he ex-
pects the discussions to cul-
minate in an agreement soon.
Earlier in the week Mr. Rhoden
reported to the stockholders of
National Theatres that the com-
pany had acquired exclusive
rights to the Smith - Dietrich
patent relating to an electronic
lens system of photography, I
known as CineMiracle, which was I
demonstrated on the coast a S
month ago. Modification of the |
Federal consent decree is neces- |
sary before National Theatres
can go into production. Mr. Rho-
den's report showed that the
consolidated net income of the
company for the 39 weeks ended
June 25 was $1,768,490. The fig- P
ure for the corresponding period I
last year was $1,884,636. |

LIONS ^ ^ RESCUE |

William R. Weaver-J. A. Otten- I
James D. Ivers-Floyd Stone |

MOTION PICTURE HERALD. AUGUST 6. 1955

SELLING HIS PICTURE. At the opening
of his "Pete Kelly's Blues" at the Majes-
tic, San Antonio, producer Jack Webb
Is a principal speaker. Mr. Webb this
week had traveled by air to more than
30 cities here and in Canada, telling
people about his change of character
in the Warner release.

ALBERT MARGOLIES
this week became the
director of advertising,
publicity and exploita-
tion for Buena Vista
Film Distribution Com-
pany, Walt Disney sub-
sidiary. Mr. Margolies
has a long and varied
industry experience and
for several years has
been an independent
publicist.

iJ wee

PAUL GREGORY DAY in Des Moines
featured opening of the producer's first
film, "Night of the Hunter," which United
Artists Is releasing. The celebrity packed
premiere was televised nationally.

AND ... A special audience. The 12
shirtsleeved men in a Des Moines screen-
ing room are the Russian farm experts
of whom you have heard. "Night of the
Hunter" was their first American film.
The man explaining matters to them is
UA exploiteer Howard Pearl.

THE GOLF COURSE was the site, as usual, of the annual get together of the
MPTO of Connecticut. At the Race Brook Country Club in Orange: Harry
Feinstein, Stanley Warner zone manager; Ray Moon, U-l; Charles Okun,
Coca-Cola; Joseph Stein, attorney; Barney TarantuI, Burnside Theatres, East
Hartford; Allen Widem, Hartford Times; Harry F. Shaw, Loew's Poll division
manager; Ray McNamara, Allyn, Hartford; and Paul Tolls, Kounaris-Tolis
Theatres.

ON THE SET of
"Glory" at RKO Radio.
Walter Brennan, center,
with Arey Miles and
Mrs. Miles of the
Eminence Theatre, Emi-
nence, Ky.

t *

NOMINATION CERTIFI-
CATES, in the COMPO Audi-
ence Poll, are handed on the
West Coast to executives and
talent whose product is men-
tioned. At the right, Elmer C.
Rhoden, national chairman of
the awards committee with
Jerry Wald, Columbia; Don
Hartman, Paramount; Walter
Lang, 20th-Fox; Jack Warner,
Jr., Warners; and Robert Em-
mett Dolan, Paramount.

TV AND MOVIE names, at the MGM studio,
as ABC and circuit executives and wives were
studio guests and were greeted by MGM TV
Parade host George Murphy and Ann Blyth.
First row: Mr. Murphy. Mrs. Leonard Golden-
son, John Balaban, Mr. Goldenson. Miss Blyth,
Mrs. M. C. Callahan, Mrs. A. H. Blank, Mr.
Blank, Anthony Augelli, Mrs. Charles T. Fisher,
Jr., Les Peterson; second row, Robert Weitman,
E. Chester Gersten, Mrs. Robert Wilby, Mrs.
Robert Hinckley, Mr. Wilby, Mrs. Balaban, Mrs.
David Wallerstein, Sidney Markley, Mrs. Robert
O'Brien, Mr. Callahan, Robert Huffines, Mrs.
Robert Kintner, Edward J. Noble, Mrs. HufRnes,
Robert O'Donnell, Earl J. Hudson; third row,
Mr. Wallerstein, Jo-Ellen O'Brien, Jerry Zigmond,
Mrs. Zigmond, John Coleman, Harry Haggerty,
Mr. Hinckley, Mrs. Hugh McConnell, Mr, Kint-
ner, Mr. Haggerty, Mr. McConnell, Mr. O Brien,
Mr. Fisher.

by the Herald

EXPLANATION of Pathe Labora-
tories' entrance last week into the
color still processing field. At the
top, in New York James L. Wol-
cott, executive vice-president;
below, P. B. Nortman, general
manager of marketing. Setting up
its own laboratories and special
machinery in key cities, the com-
pany hopes to seize a hefty slice
of the huge amateur color film
market.

IT'S A FAMOUS FIGHT, Re-
public says, and it occurs in
that company's "The Last
Command," between Sterling
Hayden (Jim Bowie, the hero)
and Ernest Borgnine (Mike
The Bull, a nasty man with a
knife). Mr. Hayden, however,
has the trusty "Bowie Knife."
The Alamo also figures in the
story. The picture opened
Wednesday in San Antonio,
and this month in Texas and
Oklahoma will have 300 dates.

RKO’S BOILERS
GET FIRED FP

Daniel O'Shea President;
Grainger Stays to Head
Sales; Manhy ''Liaison"

There’s a new look at RKO Radio.

Its new boss, Thomas Francis O’Neil,
whose General Teleradio bought the film
company, this week and last almost each
day named new executives and made ar-
rangements with older ones.

The industrj^ watched, fascinated, know-
ing more new faces will appear, and new
policies made, and above all that the com-
pany’s established and smooth worldwide
system of distribution and modern studio
quite soon will give the industry the pic-
tures it needs.

Mr. O’Neil is marrying General Teleradio
to the picture company ; and, in a sense still
to be fully realized, the television industry
to the picture industry.

His appointments thus far are:

Daniel T. O’Shea, president of RKO.
Mr. O’Shea resigned this week as
senior vice-president of the Columbia
Broadcasting System, and was to be-
gin his new work as a film executive
almost immediately.

C. R. Manby, vice-president of Gen-
eral Teleradio. Mr. Manby, it is an-
nounced, will be liaison between his
company and the film company’s “sub-
sidiary.”

John B. Poor, RKO Radio director.
Mr. Poor is a General Teleradio vice-
president.

Charles L. Glett, executive staff
member of General Teleradio in
charge of RKO studio operations.

James R. Grainger, supervisor of
sales and distribution. Mr. Grainger,
whose contract as RKO president was
with RKO Pictures, the inactive par-
ent company, was superseded last

week by Mr. O’Shea and resigned.
This week, at Mr. O’Neil’s request, he
elected to remain to head sales.

Mr. Grainger stressed to RKO personnel
his relations with Mr. O’Neil and Mr.
O’Shea were very cordial, and he pledged
support of his organization, including
Walter Branson, world wide sales manager,
and Herbert Greenblatt, domestic sales
manager.

Mr. Branson arrived in New York Tues-
day after four weeks visiting company of-
fices in England, France, Italy, and Ger-
many.

To Go to Hollywood

Mr. O’Neil was expected to go to Holly-
wood late this week. Mr. Grainger already
is there. Mr. O’Neil’s previous business
often has taken him to the production capi-
tal, as well as to Akron, Ohio, site of the
General Tire and Rubber Company, of
which he is vice-president. His home, how-
ever, is in Greenwich, Conn, and his Gen-
eral Teleradio and Mutual Network are in
New York.

Mr. O’Shea comes into RKO Radio as no
stranger. As stated by Mr. O’Neil, he has
a “broad background in every phase of the
entertainment business, with knowledge and
experience of motion picture and television
production, distribution, and financing.”

Before joining CBS in 1950, he was presi-
dent of David O. Selznick’s Vanguard
Films, and executive director of Selznick
Enterprises ; and, previously, he was execu-
tive vice-president of Selznick International
Pictures. During this period, as a member
and directive factor in this organization, he
helped develop such personalities as Jennifer
Jones, Ingrid Bergman, Dorothy McGuire,
Vivien Leigh, Joan Fontaine, Alida Valli,
Joseph Gotten, Gregory Peck, Louis Jordan,
Guy Madison, and Rory Calhoun.

He also knows the RKO studio quite in-
timately. Mr. Selznick, when he brought

DANIEL T. O'SHEA, new president.

Mr. O’Shea to California in 1932, was RKO
production head. Mr. O’Shea became RKO’s
West Coast counsel, and remained until
1936, when he left to join his fortune with
Mr. Selznick’s.

A New York native, 51, Mr. O’Shea is a
product of Harvard Law School ; and, like
his sponsor, and good friend, Mr. O’Neil, is
a Holy Cross man.

Mr. Manby, whose job it is to develop
General Teleradio’s objectives in its subsidi-
ary film company, came to radio and tele-
vision in 1946. He moved into radio stations
at Cleveland, Hartford, and Worcester, and
then became a Yankee Network executive
and assistant to Mr. O’Neil. He joined
General Teleradio in 1953.

Thirty-five years old, from Battle Creek,
Mich., he received his education at Hills-
dale College in that state, and followed it
through during the year 1951-53 with a
special course at Harvard, from which he
received his MBA degree.

Mr. O’Neil’s bold moves and his forth-
right statements last week that he meant to
continue RKO as a theatre film company
(with some frank remarks about use of some
films, judiciously, for television) brought
from the industry almost universal acclaim.
Circuit executives such as Walter Reade,
Jr., of the circuit bearing his name, Sol A.
Schwartz, of RKO Theatres, Harry Brandt,
of the Brandt Theatres, said they were “de-
lighted” and would do what they could to
help the company. Sidney Markley, vice-
president of American Broadcasting-Para-
mount Theatres, said that along with other
showmen he had felt it a “shame” the RKO
studio, capable of doing so much for the
industry at a time of shortage, was not
making pictures.

Urges Support for Theatres

SAVANNAH, GA.: Andy Sullivan, man-
ager of Dixie Theatres here, urged mer-
chants to support motion picture theatres
in a recent address before the local Rotary
Club. “Movies are everybody’s business,”
said Mr. Sullivan, who described how all
business suffered when a community’s thea-
tre went dark.

CHARLES R. MANBY, GT vice- JOHN B. POOR, member of JAMES R. GRAINGER, remains
president and liaison. the board of directors. as sales chief.

MOTION PICTURE HERALD, AUGUST 6, 1955

OUTLOOK CLOUDY AS SAG
STRIKE HITS TV FILMS

Crux of Problem Payment
of 100% Minimum Salary
for Second Showings

by WILLIAM R. WEAVER

HOLLYWOOD: A nationwide strike

against all producers of television entertain-
ment films, effective one minute past mid-
night Thursday night, August 4, was called
Monday by the board of directors of the
Screen Actors Guild following completion
of the counting of a mail referendum in
which members voted 4,848 in favor of
authorizing a strike to 184 against.

At midweek union and employer
sources held out very little hope that
the work stoppage might be averted.
The gloomy outlook was underscored
by the fact that representatives of
both sides could see no ground, on
the basis of unofficial discussions held
earlier, for resumption of formal con-
tract negotiations, which were broken
off July 13. The referendum affirmed
a unanimous strike vote taken at
an emergency membership meeting
last week in the Holl3wvood Legion
Stadium.

The strike notice, which was dispatched
late Monday to all members, specified that
the “strike applies to all production of tele-
vision entertainment films throughout the
United States’’ and added, “you are further-
more instructed not to accept employment
in television entertainment films made in
Mexico, Canada or any other foreign coun-
try, without first checking with the Guild.’’
The notice further stipulated that “this
strike call does not apply to production of
theatrical motion pictures, filmed television
commercials nor non-television industrial
and educational pictures.’’

John Dales, SAG executive secretary, said
the principal issue involved in the strike is
the "refusal of the producers of filmed tele-
vision programs to agree to make any re-
sidual payment whatsoever to actors for
second run of video film.” Under terms of
the original contract negotiated three years
ago, the performers received additional pay
on a percentage basis of salary minimums,
starting with the third showing of a film
and continuing through the sixth. That con-
tract expired last Wednesday.

Negotiations Broke Down
Originally July 13

In its negotiations with the Association
of Motion Picture Producers and the Alli-
ance of Television Film Producers, which
opened June 6 and broke up July 13, the
Guild asked for 100 per cent payment of
minimum salaries for the second showings.
The ATFP-member producers contend that

INDICATIONS ARE
THEY MEAN IT

This week's strike call by the Screen
Actors Guild, calling upon actors to
refuse to appear in television enter-
tainment films, does not directly af-
fect production of theatrical films,
which are covered by a different
SAG contract. But it is the second
strike in SAG's 23-year history, not
called lightly, and could be an index
to the mood and temper of the score
and more unions and guilds which
have contract negotiations with em-
ploying studios coming up this Sum-
mer and Fall. SAG's only other strike
was in the TV field, also, and SAG
won it.

it is virtually impossible to get sufficient
money out of the first showing of a film
produced solely for television to pay off the
initial production investment. It is reported
that many bank loans are predicated on
earnings from the second run.

The AMPP-member producers’ stand
against making residual payment on second
runs is believed to relate, in major part, to
their feeling that SAG might use such an
agreement with actors in television films as
a precedent in seeking repayment to actors
in theatrical films when they are reissued.
This has been sought at various times but
not obtained.

Under SAG’s proposed new contract,
producers of television entertainment films
would have to pay 100 per cent on third
runs, as well as second runs, with lesser
percentages set for thereafter.

No Interference With
Theatrical Production

Asked whether possible picket lines
around major studios would interfere with
actors entering to work in theatrical films,
SAG spokesmen said no. More than 200
producers are to be affected by the strike,
while between 2,000 and 3,000 guild mem-
bers are employed regularly, although not
exclusively, in production of television films.
Some 3,000 craft workers belonging to other
unions also will be directly affected by the
stoppage. These include camera men, sound
technicians, editors, electricians, carpenters,
property men and others.

Deane Johnson, attorney for the ATFP,
commented on the strike by saying that
“some producers are in good shape with a
backlog of completed product and say they
can ride out a prolonged strike. Some other
producers will feel the pinch rather quickly.”
He added that he thought the situation was
the same with the actors: those who also

do theatrical work won’t miss the television
activity while those who depend on it “will
be hard hit.”

In addition, Mr. Johnson said he was
“not optimistic about an early settlement.
. . . The actors appear to be determined to
carry out the strike.”

The only previous strike action by SAG
was called in December, 1952, against pro-
ducers of television commercials. It involved
a formula for extra payments to performers
for continued use of film and was won by
the Guild after three months.

Year 'Round Quality Habit
Must Develop: Goldenson

The industry must give the public a
steady, continuous flow of quality product
rather than spurts, Leonard Goldenson,
president of American Broadcasting-Para-
mount Theatres, stressed in New York
Tuesday following his return from the
Coast, where he saw much of the coming
product. He added he feels the COMPO
Audience Awards Poll "will stimulate at-
tendance and everyone in the industry
should support. He stressed that his own
circuit’s varied methods of cultivating audi-
ences will be thoroughly analyzed at the an-
nual meeting in September, He commented,
anent the Allied States Association move
to have the Goverment step into industry
affairs, that he still feels “the industry
should resolve its own problems.”

General Precision Net
Rises for Three Months

General Precision Equipment Corporation
reports for the three months ended June 30,
1955, consolidated net sales of $35,985,184,
compared with $30,816,064 for the three
months ended June 30, 1954. Consolidated
net income for the quarter ended June 30,
1955, amounted to $1,211,668, equal, after
allowance for dividends on the preferred
and preference stocks, to $1.10 per share
on 1,022,882 shares of common stock out-
standing on June 30, 1955. For the cor-
responding period of 1954, net income was
$1,485,993, equivalent, after allowance for
dividends on preferred and preference
stocks, to $1.86 a share on 749,509 shares of
common stock.

Senate Commerce Committee
Will Explore Radio, TV

The Senate Commerce Committee Jan-
uary 17 will begin hearings on problems of
radio and television, chairman Magnuson,
Democrat, Washington, announced this
week in Washington. The hearings will
cover the need, if any, for tighter control,
ultra high frequency, and possibly subscrip-
tion television.

MOTION PICTURE HERALD, AUGUST 6, 1955

Mr, Skouras Has a Word for This and That

SPYROS P. SKOURAS, the industry's trav-
elingest president, returned to the 20th-Fox
home office last week from South Africa
and London, ebullient, enthusiastic and as
fresh as if he had never left his air-condi-
tioned office. That was Thursday. Saturday
he left for Hollywood to look after some
production matters and Tuesday he was
back in New York ready to take off for
Burma, Singapore and points east.

From South Africa Mr. Skouras brought
an enthusiastic description of his latest pur-
chase, the Schlesinger theatrical empire,
comprising 140 theatres, a distribution
company and a stage and concert booking
business. He outlined the details of the
purchase plan, most of which had preceded
him by cable. Twentieth Century-Fox is to
buy the Schlesinger 20 per cent controlling
stock in African Theafres, Lfd., provided it
can buy up 90 per cent of the remaining
outstanding stock in the company, now held
by the public, before December I, 1955.
Fox is offering sfockholders five pounds
(100 shillings) a share and the current mar-

ket price of fhe securities, it has been in-
dicated, is 97 shillings.

Mr. Skouras insisted his only interest in
the purchase was because it was a "good
'business proposition." He was enthusiastic
about South Africa as a rapidly growing
country. The present theatres in the circuit,
he said, will be immediately equipped for
CinemaScope, if fhe deal goes through.
The number of theatres for nafives, mostly
16mm, will be increased and the South
African newsreel, operated now by the
Schlesingers, will be continued. Both these
latter projects carry the blessings of the
Government.

Not a man to be confined at a press
conference to one topic, Mr. Skouras en-
thusiastically reported 14,673 Cinema-
Scope installations in the United States and
Canada and 1,227 overseas and he esti-
mated that from 125 to 150 pictures will
be made this year in CinemaScope.

Twentieth-Fox has no intention of selling
ifs inventory of old pictures to television
until "I can get my price." That price he

indicated is far beyond the present or fore-
seeable fufure means of television. He was
talking in the range of $150,000,000 and
upward.

He said again, as he had in London, fhat
neither the company nor so far as he knew,
Darryl Zanuck, contemplated any change in
Mr. Zanuck's status as head of production.

On toll television Mr. Skouras was most
fervid. He is against, he said unalterably.
It would be disastrous for fhe motion pic-
ture industry and only slightly less so for
the television industry. He has been op-
posed to it since it was first mentioned,
and he would like to have it repeated for
fhe record that 20th-Fox was the only com-
pany that had not supplied pictures for the
Phonevision test in Chicago, and this in the
face of pressure from the Department of
Jusfice.

Then Mr. Skouras leff for fhe coast and
for fhe Far East, to press for more Cine-
maScope installations and to attend the
world premiere of the company's "Love Is
a Many-Splendored Thing" in Singapore.

ASS to Hohl
Sales 3€eets

Four regional sales meetings to be held
during August have been scheduled by Na-
tional .Screen .Service to set the pattern for
1956 ad accessory-trailer sales, it was an-
nounced in New York last week by Burton
E. Robbins, vice-i>resident in charge of
sales, who will preside at the sessions.

Branch managers and sales personnel
representing all of the 29 key city offices of
X.S.S will attend the meetings in the geo-
graphic groups covering the four parleys.
“The development in the past year by Na-
tional Screen of many new promotional aids
to increased box office makes it necessary
that our men in the field become thoroughly
conversant with the advantages to the ex-
hibitor of these ideas,” .said Mr. Robbins.

The first meeting to be held at the Savoy-

Plaza, New York City, this Saturday and
.Sunday. The second meeting will be held
at the Sheraton-Blackstone, Chicago, Au-
gust 13-14; the third at the Roosevelt Hotel,
New Orleans, August 20-21, and the last at
the Beverly-Hilton, Los Angeles, August
23-24.

Exhibitors and Distributors
Meet Again on Arbitration

The “off again-on again” arbitration
meetings between exhibitor and distributor
attorneys and executives were “on again”
Monday when an inconclusive meeting to
finalize a set of rules and regulations for
the industry took j)lace at the Motion Pic-
ture Association headquarters in New York.
The meeting was the first gathering of the
full subcommittee in many months, even
though attorneys Adoph .Schimel and Her-
man Levy have met in previous attempts.
It is understood the meeting was called to
ajjprove a draft which has been drawn up

by the attorneys. It was not stated whether
the group reached any definite conclusions
on the draft. Attending the meeting were
Mr. Schimel, William C. Gehring, A. Mon-
tague, Charles Reagan, Mr. Levy, Simon H.
Fabian, Leo Brecher and Max A. Cohen.

Option Holder Buys
AB-Paramount Shares

U’ASHINGTON : Robert H. O'Brien vice-
president of American Broadcasting-Para-
mount Theatres, bought 12,500 common
stock shares of ABPT through his stock
option, according to a report to the Se-
curities and Exchange Commission. The
exercise of Mr. O’Brien’s option increases
his holdings to 12,600 of common. At the
same time, the SEC was informed that
Douglas T. Yates, director of Republic Pic-
tures Corp., had holdings of 3,005 common
shares. Tonrud, Inc., a Delaware corpora-
tion and an associate, bought 5,000 common
shares, increasing holdings to 196,536.

MOTION PICTURE HERALD. AUGUST 6, 1955

TAKES OVER
DETROIT'S
PALMS STATE

SECOND
LARGEST
WEEKDAY
GROSS

HISTORY I

BRITISH FORM
TAX LEGIOA

Four Trade Associations
Form Committee to Fight
Tax on Entertainment

by PETER BURNUP

LOXDOX : Representatives of the trade’s
four associations — BFPA, KRS, CEA and
the Association of Specialised Film Pro-
ducers— summoned at the instance of the
exhibitors’ general council, have agreed for-
mally to form an all-industry entertainment
tax committee.

After a meeting with Sir Alexander King
as chairman, the meeting reached the fol-
lowing unanimous conclusions :

1. That an all-industry tax committee
be established consisting of a maximum
of four representatives of each of the four
associations and not more than two offi-
cials or advisers from each association, if
required.

2. That the new committee have power
to appoint either from its members or
from outside the industry its chairman
and also a secretary from outside the
industry.

3. That the committee should also be
empowered to invite to its meetings other
persons whom it might think it desirable
to consult.

4. That the committee shoxold also be
authorised to engage whatever assistance
it considered necessary.

5. That the decision of the committee
shall be on a majority vote by associa-
tions and all decisions of the committee
will be referred back for ratification to
the respective governing bodies of the
associations.

It was agreed by the four associations
that they should nominate their representa-
tives to serve on the all-industry committee
and that a preliminary meeting of this com-
mittee should be held in September.

The four associations were necessarily
concerned with procedural matters. But the
creation of an all-industry body is regarded
here as a most significant step forward not
only toward a combined assault on what is
universally described as “this scourge of a
tax” but towards unity in regard to the
betterment of the industry generally.

Much clearly remains to be done in the
clearing up, for example, of anomalies in the
administration of the Eady Levy, but the
KRS already has formally approved the
recommendations of the joint CEA-KRS
committee on two major issues. They con-
cern film-hire, terms ensuing on a transfer
of ownership of theatres and the formula for
dealing with Eady Levy “non-cooperators”.

Thoughtful executives in all branches of
the industry look upon the formation of the

tax committee as a complete reversal in the
hitherto prevailing climate of thought, par-
ticularly among exhibitors. They regard it
as an augury of amity.

TALKS ON TELEVISION

Leaders of the trade have another highly
important meeting on September 1, after the
all-industry tax committee. They are sched-
uled then to engage in talks with the BBC
in regard to the possibility of the corpora-
tion’s TV service reviving in new shape the
experimental “Current Release” programme
of three or four years ago.

The programme, consisting of excerpts
from films about to go into release and ac-
companied by a commentary from BBC men,
rated high popularity among viewers. Dis-
tributors and exhibitors admitted also that
the programme helped enlarge receipts at
their box offices.

The programme ran for its experimental
year, but was then dropped; mainly, it was
understood at the time, because the trade
couldn’t agree with the BBC on the form it
should take subsequently and also “who
should pay for what.”

NEW O'BRIEN CHALLENGE

NATKE’s Tom O’Brien has issued an-
other of his characteristically bellicose chal-
lenges to CEA in the form of a letter to the
association’s newly-appointed general secre-
tary, Ellis Pinkney.

The NATKE boss previously presented
the exhibitors’ association with a demand
that what he called “the whole wage struc-
ture” of the theatre side of the industry
should be examined.”

At the first meeting of CEA representa-
tives with Mr. O’Brien’s committee, theatre
negotiators indicated the union’s proposals
were unacceptable but agreed to set up a
sub-committee which would examine NAT-
KE proposals, and if necessary prepare
counter proposals.

In his letter to Mr. Pinkney, Mr. O’Brien
says that a meeting of his executive council
had considered the matter and had protested
at the fashion in which CEA had treated
the “wage structure” proposals which had
been lodged with representatives of the ex-
hibitor association April 14.

Issues Ultimatum

His group, added Mr. O’Brien, was not
prepared to negotiate on “this loose basis
and on the processes and procedures of the
past” and unless CEA showed “a more
marked sense of responsibility towards la-
bour relations,” the aid of the Trades Union
Congress (of which Mr. O’Brien is cur-
rently a vice-president) would be sought for
the appointment of a Governmental Court

of Inquiry, which would once and for all go
into “the whole matter of wages and work-
ing conditions in British cinemas” at the
present time.

Sol Sheckman, chairman and governing
director of the growing Essoldo Circuit, an-
nounces the circuit has acquired two more
theatres in the north of England of, respec-
tively, 1,600 and 1,700 seating capacity. That
brings the Essoldo Circuit to a grand total
of 185 houses.

The Quota Act expressly provides that a
circuit of 200 or more houses is barred from
any relief from the standard Quota. Mr.
Sheckman is known to have 10 sites avail-
able for building and to be interested in
other theatre propositions. Speculation is
widespread as to what the Board of Trade
will say if and when the Essoldo Circuit —
as seems likely at any moment — reaches the
200 mark.

New Government regulations under the
Cinematograph Act 1952, affecting safety in
cinemas and the admission of children, have
been laid before Parliament. The regula-
tions draw a sharp distinction between the
use of inflammable and safety film. Where
the latter is used the rules have been consid-
erably relaxed.

For inflammable stock the regulations are
virtually unchanged, except that the mini-
mum age of operators is raised. In the case
of safety stock, however, rewind rooms can
now be in the projection room itself, which
need have only one exit and can have in-
direct access to any place where the public
is admitted.

The regulations regarding the admission
of children will be warmly welcomed by
theatre managers, for they relieve them of
the responsibility of determining the age of
youngsters seeking admission. The new
regulation runs: “No child apparently under
the age of five years shall be admitted . . .
unless accompanied by ... a person who
appears to have attained the age of sixteen
years.”

STUDIO AT CAPACITY

The Shepperton Studios of British Lion
Studio Company — subsidiary of the new
British Lion Films, Ltd., — have been fully
booked until the end of November. So said
the company’s chairman, Harold C. Drayton,
at the annual meeting of stockholders last
week.

“That was something better than ex-
pected,” commented Mr. Drayton, but he
warned that the letting position between
November and March would determine the
company’s profit and loss account for the
current year. There were no firm “lets” be-
yond November, although there had been a
great number o^ enquiries for use of the
company’s studios.

Resolutions were carried at the meeting
reelecting Sir Arthur Jarratt of the parent
company and David Kingsley of the Na-
tional Film Finance Corporation to the
board of directors of the new British Lion
Films subsidiary.

MOTION PICTURE HERALD. AUGUST 6, 1955

B ox Oifice Champions
For Suty^ 1955

Once again, high hot weather grosses and generally strong product released during the
summer season have combined, as they did last year, to produce a record number of
champion pictures. Jtdy statistics, gathered from reports from key city theatres through-
out the country, show nine Monthly Champion pictures. Here they are-.

FOA Fevy
To Europe
For ittquiry

Herman Levy, general counsel for The-
atre Owners of America, left New York
Wednesday for England, Scotland and the
continent, where he will make “a complete
survey and investigation of the methods and
procedures now in effect in various Euro-
pean countries pertaining to film rental ceil-
ing and trade practices.”

The fact that ilr. Levy, whose trip is in
effect a follow-up on earlier visits by such
other TOA leaders as Alfred Starr, R. J.
O’Donnell and Walter Reade, Jr., will ex-
plore “film rental ceilings and trade prac-
tices” overseas is particularly pertinent in
view of Allied States Association’s recent
decision “to go to the Government” which
was accompanied by statements to the effect
that government intervention in the indus-
tries abroad has been very successful.

Mr. Levy, who will be away six weeks,
will meet with officers of the Cinematograph
Exhibitors Association in Great Britain and
the Union Internationale de I’Exploitation
Cinematographique in Paris. Included in
his schedule are addresses before a special
luncheon meeting of the Birmingham CEA
branch August 24 and before a gathering of
industry people in Edinburgh, Scotland,
-August 31. In addition while in London he
will conduct talks with executives of CEA,
distribution and production. The latter will
be part of his plan to survey, as a means to
alleviating the product shortage in the U.S.,
the facilities and product of independent
European producers.

In order to explore the possible affiliation
and membership by TOA in the UIEC, the
TOA lawyer will hold a series of investi-
gating talks with officers of the international
exhibitors union. TOA officers long have
advocated a world organization and coopera-
tion among exhibitors with the ultimate goal
of international unity. Mr. Levy’s trip
abroad is expected to establish a closer
liaison between TOA and British and
French theatre groups.

Mr. Levy will give a complete report on
his trip and his findings to the TOA board
of directors and executive committee at the
pre-TOA convention meeting in Los An-
geles October 5.

Universal Negotiates
New Revolving Credit

IVASHINGTON : Universal Pictures has
negotiated a nev\' $5,000,000 credit agree-
ment with the First National Bank of Boston
and the Guarantee Trust Co. of New York.
The arrangement will replace the credit
agreement of 1952 with the same banks. Of
the $5,000,000, $2,950,000 will be used to
repay the outstanding balance of the previ-
ous agreement, while $2,050,000 will be
added to the company’s working capital for
general corporate purposes.

INTERRUPTED MELODY

( Metro-Goldivyn-Mayer)

CinemaScope

Produced by Jack Cummings. Directed
by Curtis Bernhardt. Written by William
Ludwig and Sonya Levien. Eastman Color.
Cast: Glenn Ford, Eleanor Parker, Roger
Moore, Cecil Kellaway, Peter Leeds, Evelyn
Ellis, Walter Baldwin.

LADY AND THE TRAMP

(Buena Vista)

CinemaScope

Produced by Walt Disney. Associate Pro-
ducer: Erdman Penner. Directed by Hamil-
ton Luske, Clyde Geronimi and Wilfred
Jackson. Written by Ward Greene. Tech-
nicolor. Talent: Peggy Lee, Larry Roberts,
Bill Baucom, Verna Felton, George Givot,
Lee Millar, Barbara Luddy, Billy Thompson,
Stan Freberg, Alan Reed, Dallas McKen-
non. The Mello Men.

LAND OF THE PHARAOHS

(Warner Bros.)

CinemaScope

Produced and directed by Howard
Hawks. Written by William Faulkner, Harry
Kurnitz and Harold Jack Bloom. Warner-
Color. Cast: Jack Hawkins, Joan Collins,
Dewey Martin, Alexis Mlnotls, James R.
Justice, Luisa Boni, Sydney Chaplin.

I OVE ME OR LEAVE ME

( Metro-Goldwyn-Mayer)

CinemaScope

Produced by Joe Pasternak. Directed by
Charles Vidor. Written by Daniel Fuchs and
Isobel Lennart. Eastman Color. Cast: Doris
Day, James Cagney, Cameron Mitchell,
Robert Keith, Tom Tully, Harry Bellaver,
Richard Gaines, Peter Leeds, Claude
Stroud, Audrey Young, John Harding.
(C hantpion for the second month.)

MARTY

(United Artists)

Produced by Harold Hecht. Directed by

Drive-in Forum Feature
Of TOA Convention

A special open forum, devoted to drive-
in theatre operation, has been scheduled for
the 1955 TOA convention and trade show,
October 6-9, at the Biltmore Hotel in Los
Angles. The forum will be under co-chair-
men Michael Redstone, Boston, of Sunrise
drive-in at Valley Stream, N. Y. and White-

Delbert Mann. Written by Paddy Chayef-
sky. Cast: Ernest Borgnine, Betsy Blair,
Esther Minciotti, Augusta Ciolli, Joe Man-
tell, Karen Steele, Jerry Paris, Frank Sut-
ton, Walter Kelley, Robin Morse.

NOT AS A STRANGER

(United Artists)

Produced and directed by Stanley Kra-
mer. Written by Edna and Edward Anhalt
(based on the novel by Morton Thompson).
Cast: Olivia de Havilland, Robert Mitchum,
Frank Sinatra, Gloria Grahame, Broderick
Crawford, Charles Bickford, Myron Mc-
Cormick, Lon Chaney, Jesse White, Harry
Morgan, Lee Marvin.

THE SEVEN LIHLE FOYS

( Paramount)

Vista Vision

Produced by Jack Rose. Directed by
Melville Shavelson. Written by Melville
Shavelson and Jack Rose. Technicolor.
Cast: Bob Hope, Milly Vitale, James
Cagney, George Tobias, Angela Clarke,
Herbert Heyes, Richard Shannon, Billy
Gray, Lee Erickson.

THE SEVEN YEAR ITCH

(20th Century-Fox)

CinemaScope

Produced by Charles K. Feldman and
Billy Wilder. Directed by Billy Wilder.
Written by Billy Wilder and George Axel-
rod. Color bv De Luxe. Cast: Marilyn
Monroe, Tom Ewell, Evelyn Keyes, Sonny
Tufts, Robert Strauss, Oscar Homolka,
Marguerite Chapman, Victor Moore, Rox-
anne, Donald MacBrIde.

THIS ISLAND EARTH

(V-D

Produced by William Alland. Directed
by Joseph Newman. Written by Franklin
Coen and Edward G. O'Callaghan from
a novel by Raymond F. Jones. Technicolor.
Cast: Jeff Morrow, Faith Domergue, Rex
Reason, Lance Fuller, Russell Johnson.

stone drive-in, Bronx, and Horace Den-
ning, Jacksonville, of Atlantic Drive-In
Theatre, Inc. Particular emphasis will be
placed on the latest equipment innovations.
Special speakers and panel members will
report on and discuss vital problems with
a question and answer period following.
There has been scheduled a complete show-
ing of drive-in theatre equipment for this
year’s show.

MOTION PICTURE HERALD, AUGUST 6. 1955

with JESSIE
Sere

A NEW EXPLOSION OF BOXOFFICE POWER
IN PARAMOUNT’S RECORD-SHATTERING
SUCCESSION OF BOXOFFICE BLOCKBUSTERS!

WITH EVERYTHING TO ATTRACT

ACTRESS IN THE ARMS OF HER MOST ROMANTIC CO-STAR

r,” ' ^

Bristling with that famous Hitchcock suspense — blazing with
the most daringly projected love-affair of the decade-
starred with unmatched marquee strength. Pulse- pounding
story . . . heart-quickening romance . . . all in a dazzlingly
opulent setting that transports your audience to the fabulous
French Riviera where the VistaVision cameras captured all
its splendor right on the spot!

ROYCE LANDIS • JOHN WILLIAMS • Directed by ALFRED HITCHCOCK
enplay by JOHN MICHAEL HAYES • Based on the novel by David Dodge

Color by TECHNICOLOR

THAT'S Robert Mit-
chum, who's all over
the lots these days.

This scene is from the
first film of Samuel
Goldwyn, Jr., "The
Troubleshooter."

AND that's Kirk
Douglas, as the "In-
dian Fighter" in the
picture of that name
by Douglas' picture
company, Bryna Pro-
ductions. It's in Cin-
emascope, and is the
first of six for U.A.

THE two girls are
Jane Russell and
Jeanne Crain. They
carry on in this man-
ner in U.A.'s Cinema-
Scope and Technicol-
or "Gentlemen Marry
Brunettes."

FILM FLOW FROM
U.A. ‘RESERVOIRS

"PRACTICALLY every top star, top producer, top writer you can name in the
independent field is on their list!" This comment these days comes from men in the
industry as they examine United Artists' promises and predictions of things to come.

The company itself states not so reservedly that now, after the four years during
which it altered its function from simple distribution to development and financing of
independent productions — it has "a reservoir of the finest creative manpower
available."

Some statistics: It guarantees showmen more than 30 films per year the next three
years. It will have more. This year alone, its investment is $40,000,000. It expects a
total return of more than 50,000,000. This year alone its promotion will cost
$6,000,000.

Some vital statistics: It has signed producers, director, stars, writers, functioning
many times in two or more capacities — such as Robert Aldrich, Joan Crawford, Kirk
Douglas, Errol Flynn, Henry Fonda, Samuel Goldwyn, Jr., Bert Friedlob, Paul Gregory,
Charles Laughton, Jed Harris, Dick Haymes, Rita Hayworth, Harold Hecht, Burt
Lancaster, Lew Kerner, Stanley Kramer, Norman Krasna, Anatole Litvak, Ilya Lopert,
Joseph Mankiewicz, Victor Mature, David Miller, Robert Mitchum, Otto Preminger,
Victor Seville, Frank Sinatra, Edward Small, Orson Welles, Jane Russell, Cornel Wilde.

It has more names, in a feast of names, featured in the cascade of product:
Rossano Brazzi, Richard Burton, James Cagney, Jeanne Crain, Tony Curtis, Olivia
De Havilland, Rhonda Fleming, Clark Gable, Gloria Grahame, Farley Granger, Van
Heflin, Katharine Hepburn, Gina Lollobrigida, Ida Lupino and others.

IT'S MITCHUM again, in the top photo, ir
"The Night of the Hunter," Paul Gregory's
first film effort. Immediately above, Burt
Lancaster settles matters with his fists in
Hecht-Lancaster's "The Kentuckian." And,
at left, some of the spectacle in the spectacu
lar "Ale:;ander the Great."

1WMU3M Miea€ts
On Coast to
See Product

HOLLYWOOD BUREAU

d s.

cene

HOLLYWOOD : Launching MGM’s 1955-
56 production season. Dore Schary, studio
chief, was host here this week to New York
and regional sales and promotion executives
at preview screenings and conferences on
distribution plans.

Heading the list of visiting executives
were Arthur M. Loew, president of Loew’s
International ; Charles i\I. Reagan, vice-
president and general sales manager ;
Howard Dietz, vice-president and director
of publicity, advertising and promotion ;
Silas F. Seadler, advertising manager ; Ed-
ward IM. Saunders, assistant sales manager ;
Hill is Cass, general sales manager for MGM
Films of Canada, Toronto.

In the course of the four-day meeting the
company announced it will release three pic-
tures in September. They are “It’s Always
Fair Weather,” the company’s Labor Day
release, in CinemaScope and Eastman color,
starring Gene Kelly, Dan Daih^ and Dolores
Gray; “Svengali,” in wide screen and East-
man color, starring Hildegarde Neff, and
“The Bar Sinister,” starring Jeff Richards
in CinemaScope and color.

In addition to these releases, the visiting
executives also were to see “Trial,” starring
Glenn Ford and Dorothy McGuire; “Quen-
tin Durward,” starring Robert Taylor and
Kay Kendall, and “Kismet,” starring How-
ard Keel and Ann Blyth, and which will be
the IMGM Christmas release. Scenes from
other films now in production also were to
be shown. They include “I’ll Cry Tomor-
row, The Last Hunt,” “The Tender
Trap,” “Diane” and “Forever Darling.”

UPA Signs to Make
Cartoons for CBS-TV

CBS Television and United Production
of America have entered into a long-term
agreement for the creation for CBS-TV of
a LPA series of all-color variety cartoon
programs, it was jointly announced this
week by J. L. Van \ olkenburg, president
of CBS Television, and Stephen Bosustow,
founder and president of UPA.

UPA will produce the new half-hour car-
toon series for CBS-TV in both California
and New \ork. In addition, the agreement
provides for UPA to produce a full-length
animated feature film program.

All of these productions will be scheduled
for release in 1956.

Wald Has New Contract

Columbia Pictures this week on the
Coast confirmed reported details of Jerry
Wald’s new contract. It is for three years,
without options, at $4,000 weekly, without
expenses, but with 50 per cent participation
in two features yearl}', and with a five week
annual vacation.

HOLLYWOOD started five new pictures
and finished four others, bringing the over-
all total of pictures in shooting stage to 31
at the weekend.

Hecht-Lancaster Productions, liveliest of
the big-scale independents, started “Tra-
peze,” in Paris and in Eastman color, for
United Artists release. James Hill is getting
the producer credit on this one, and Carol
Reed is directing it. Burt Lancaster, Tony
Curtis, Gina Lollobrigida, Katy Jurado and
Thomas Gomez are principals.

Direct from TV', and with splendid rea-
son, “Our Miss Brooks” is being trans-
ferred to the screen by Warner Brothers
with Eve Arden and the regular members
of her cast, plus others, making up the
player personnel. Warners’ David Weis-
bardt is the producer, and A1 Lewis, who
directs the TV show, is directing the film.

Producer William Fadiman got the long-
pending “Jubal Troop” into production for
Columbia, in CinemaScope and color by
Technicolor, with Delmer Daves directing
Glenn Ford, Valerie French, Ernest Borg-
nine, Felicia Farr and many others.

“Shack Up on 101” is an Allied Artists
project, with Terry Moore, Frank Lovejoy,
Keenan Wynn and Lee Marvin in top roles.
William F. Broidy is executive producer ;
Mort Millman is producer ; and Edward
Dein is directing.

Lyon & Bartlett Productions, independent,
went to work on “Six Gun Lady,” with
Peggie Castle, William Tallman, Marie
Windsor, Bob Lowery and others. Earle
Lyon is the executive producer ; Richard
Bartlett the producer-director ; Ian MacDon-
ald the associate-producer, and Harold E.
Knox is assistant.

"More Films Need New
Players": Freeman

The cut back in production partly is be-
cause there aren’t enough new faces, Y.
Frank Freeman, Paramount studio head and
board chairman of the Association of Mo-
tion picture producers, told a COMPO
Audience Awards meeting in Hollywood
Tuesday.

Elmer Rhoden, Audience Awards chair-
man, also stressed the need for new players.
He asserted if there were enough person-
alities, Hollywood production currently
could be increased by 25 pictures. Differ-
ence of opinion appeared when Screen
Actors Guild vice-president Ronald Reagan
declared there are plenty of new faces but
the industry does nothing to keep them
bright.

The guild, he added, does more than
others in the industry to develop and pro-
tect them. He also said the Guild, with
8,000 on its rolls, was able to supply talent
for the ‘25 pictures’ if the producer-^

THIS WEEK IN
PRODUCTION:

STARTED (5)

ALLIED ARTISTS

Shack Up on 101

COLUMBIA

Jubal Troop (Cinema-
Scope; Technicolor)

INDEPENDENT

Six Gun Lady (Lyon &
Bartlett Prod.)

FINISHED (4)

INDEPENDENT

Patterns

RKO RADIO

Way Out (Todon Prod.)

SHOOTING (26)

ALLIED ARTISTS

Toughest Man Alive
World Without End
(Color)

COLUMBIA

Gamma People
Tambourine (Welsch;
CinemaScope:
Technicolor)

Battle Stations
44 Soho Square
(Location Prod.)

1 984 ( Holiday Prod.)

INDEPENDENT
Burglar (Samson Prod.)

MGM

Last Hunt (Cinema-
Scope: Eastman
Color)

Tender Trap (Cinema-
Scope; Eastman
Color)

I'll Cry Tomorrow

PARAMOUNT

Lady Eve ( VIstaVision;
Technicolor)

War and Peace (Ponti-
de Laurentils; Vista-
Vision; Technicolor)
Proud and Profane
( VistaVisIon;
Technicolor)

Man Who Knew Too
Much (VIstaVision;
Technicolor)

UNITED ARTISTS

Trapeze (Hecht-Lan-
caster; Eastman
Color)

WARNER BROS.

Our Miss Brooks

UNITED ARTISTS

Three Bad Sisters
( Bel-Air Prod.)

U-l

Square Jungle

Ten Commandments
(VIstaVision;
Technicolor)

RKO RADIO

Slightly Scarlet
(SuperScope;
Technicolor)

Glory (David Butler;
SuperScope;
Technicolor)

20TH-FOX

Good Morning Miss
Dove (CinemaScope;
Color)

UNITED ARTISTS

Foreign Intrigue (S.
Reynolds: Eastman
Color)

U-I

Red Sundown
(Technicolor)

Benny Goodman Story
(Technicolor)

Day of Fury
(Technicolor)

WARNER BROS.

Court-Martial of Billy
Mitchell (Cinema-
Scope: WarnerColor)
Searchers (C. V.

Whitney; VIstaVision;
Color)

Giant (George Stevens;
WarnerColor)

illlllllllllllllllllllllllllllllllllllllllMIIIIIIIIIIMIIII

“honestly” needed them. VIr. Freeman re-
torted his company had five pictures ready
to shoot, but can’t even completely cast one.
Harry C. Arthur, of the Southern California
Theatre Owners Association, was meeting
chairman.

MOTION PICTURE HERALD. AUGUST 6, 1955

ITO ot Ohio
Head Bans
COMBO Dues

Horace Adams, president of the Independ-
ent Theatre Owners of Ohio, a unit of
Allied States Association, this week urged
Ohio exhibitors not to contribute any money
to the Council of Motion Picture Organiza-
tions in the suddenly announced dues col-
lection campaign.

Mr. Adams said that at the time of the
collection of money for the anti-toll lA'
campaign he had asssured Ohio theatre men
that unless COMPO entered the fight he
would be opposed to paying any more dues
to COMPO. ^Ir. Adams also quoted a state-
ment by Abram F. Myers. Allied general
counsel, that national Allied had not agreed
to a dues collection, “contrary to a COMPO
statement.’

Robert W ile. secretary of the Oliio group,
announced that COMPO should be able to
finance the Audience Awards Poll with "the
money it has in the treasury.” He said that
five other Allied units have adopted a no-
dues policy and forecast that other Allied
organizations would do the same.

Last week Trueman Rembusch, of Allied
Theatre Owners of Indiana, wrote a
strongly worded letter to Robert Coyne,
COMPO special counsel, attacking the fact
that the dues drive was launched without
informing “all interested parties two months
or more before launching the drive and
securing clearances from these parties.” Mr.
Coyne answered by saying that the COMPO
governing committee had been authorized to
start a dues drive earlier than anticipated
"in the event that the Audience Poll or some
other emergency made an unusual drain on
the COMPO treasury.”

August-November Releases
Are Shifted by 20th-Fox

Twentieth Cantury-Fox announced last
week the switching of the release date of
“The Left Hand of God” from August to
-September in a revised product lineup cover-
ing August through November. The Cin-
emaScof>e production, directed by Fdward
Dmytryk, stars Humphrey Bogart and Gene
Tierney. Also set for Sei)tember release are
“.Seven Cities of Gold” and “The Tall Men.”
“The View from Pompcy’s Head” has been
made a November release, instead of Octo-
ber, as previously announced. “The Girl in
the Red Velvet Swing” remains an October
release.

Warners Take Film

Wolfe Cohen, president of Warner Bros.
International, has announced the company
has acquired the foreign distribution rights
t j the feature, “Mr. Evil,” produced in
Europe by Filmorsa Film Organization,
S. A. Orson Welles, who stars in the title
role, produced and directed “Mr. Evil”
from his own original story.

BIG PRIZE IN DENVER
FOR AWARDS GUESS

Concurrent with the national plan-
ning on the first annual COMPO
Audience Awards poll, there is much
being done at the regional level. In
Denver, Robert Selig, COMPO chair-
man in that area, has announced a
local contest, the first prize of which
is a new, three-bedroom, two-bath-
room house, completely furnished
even to new clothes in the closets, to
the Denver resident whose ballot most
closely coincides with the national poll
winners. Twenty-five other prizes also
are offered in a move expected to
create tremendous interest in the
area.

**Cotnmawt€l ”
Jff Bremiere

SAX AXTOXIO : The world premiere of
Republic Pictures’ “The Last Command” at
the Alajestic theatre here Wednesday night
climaxed five days of civic festivities in
honor of the picture and the history of this
Texas city.

On hand for the gala events were Herbert
J. Yates, Republic president ; Richard W.
Altschuler, worldwide sales manager for
Republic: Frank Lloyd, associate producer
and director of the film, and stars Sterling
Hayden, Richard Carlson and Anna Maria
Alherghetti. Directly following the premiere
here, the stars left San Antonio to make
personal appearances in connection with the
film at other Texas cities.

One of the most spectacular events con-
nected with the “Heritage of Freedom Day,”
as Wednesday was designated, was the ar-
rival here of a frontier wagon train which
left Brackettville last week and made the
125-mile trip to San .Antonio in true frontier
style. Republic star Ben Cooper made the
trip with the train, which was greeted at
City Hall by the Mayor and other officials,
including representatives of Interstate The-
atres, operators of the Majestic.

Eastman Kodak Earnings,

Sales Hit Record High

.Sales and earnings of Eastman Kodak
Company for the first half of 1955 — the 24-
week period ended June 12, 1955 — were at
the highest levels in the company’s history,
it was announced last week by Thomas J.
Hargrave, chairman, and .Albert K. Chap-
man, president. Consolidated sales of
Kodak’s units in the U. S. in this period
amounted to $315,850,102, a 13.6 per cent
increase over the like 1954 period. Net
earnings after taxes were $36,365,989, an
increase of 29 per cent over earnings of
$28,134,192 for the first half of 1954. Earn-
ings were equal to $1.97 per share, compared
with $1.60 per .share in the corresponding
24-week 1954 period.

COMBO Boll
Bress Value
Citetl in Ml

The Council of Alotion Picture Organiza-
tions’ .Audience .Awards Poll is the subject
of the 49th in the the series of COAIPO ads
in Editor & Publisher which appeared last
week. The ad tells newspapers how their
readers may participate in the election, em-
phasizing that the voters are the readers of
the publishers’ newspapers.

The ad reads in part : “This election will
mark the first time the movie-goer — }’Our
reader — will have a chance to cast his ballot
in a national selection of the best movie of
the year, the best performances and the most
promising players.

“Alillions of votes will he cast — and
among them could be many thousands of
ballots clipped from your newspaper. . . .
If you are interested in an ine.xpensive,
popular promotion, your papers can partici-
pate easily and pleasantly in the .Audience
.Awards.”

On another front, Robert \V. Coyne,
COMPO special counsel, announced early
this week that nine of the original 57
sketches submitted by industry artists for
the trophies to be given winners of the elec-
tion will be sent to e.xchange area awards
committees for further judging. .At the same
time, regional promotion of the awards cam-
paign continues.

Plans for the campaign were set in meet-
ings last week in Pittsburgh, Kansas City,
.Atlanta and Salt Lake City. Exhibitors in
the Seattle area will gather to discuss the
project .August 18, while Des Aloines area
theatre men will meet near the end of the
month.

Four Philadelphia Theatres
To Show Closed TV Bout

PHILADELPHIA : Four theatres here

will present the closed circuit telecast Sept.
20 of the heavyweight championship bout
between Rocky Marciano and Archie Moore,
originating from A'ankee Stadium in New
A'ork, Nathan L. Halpern, president of The-
atre Network Television, has announced.
.A mobile unit has been installed in the
4,381-seat Alastbaum theatre here, boosting
Philadelphia’s seating capacity for closed
circuit presentations by 50 per cent. Air.
Halpern said.

New Stewart and Everett
Theatre in North Carolina

CHARLOTTE : Construction began this
week on a new Stewart and Everett theatre
in Jacksonville, N. C., C. B. Tre.xler, vice-
president and treasurer announced. The
925-seat theatre is scheduled to be com-
pleted in November at a cost of $200,000.
Air. Trexler said the theatre would be of
a totally new' design to permit the latest
techniques of film presentation.

MOTION PICTURE HERALD. AUGUST 6, 1955

“The

best friend
your desk has
ever had^^

That’s a paraphrase of hundreds of letters from active
executives to the editor of the ALMANAC. Time after
time such letters have told of the specific cases when the
writer was able to accomplish something important, and
quickly, through having this source of accurate informa-
tion available by merely reaching out his hand for it.

Much of the important information in the ALMANAC
cannot be found elsewhere — and nowhere else can any
of its information be found so quickly. Each of the
ALMANACS is organized in 15 tJonmb-imlexed sections.
They are designed for constant use — and they certainly
get it, at thousands of executive desks every day!

Wherever motion pictures are produced, distributed or
written about — throughout the world — the standing of
Motion Picture ALMAN AC is unique. It is unquestion-
ably the standard reference on "Who,” "What,” "Where”
for the entire industry. Now, with its Television sections
having become a separate complete volume, the motion
picture volume is adding new and important data.

This is a revised, expanded, even-more-useful-than-ever-
before edition of International Motion Picture
ALMANAC. Its 15 thumb-indexed sections are: Who’s
Who, Statistics, Corporate Structure, Circuit Lists, Drive-
in Lists, Pictures (11-year list, with details). Awards,
Codes, Organizations, Services, Equipment, Press, Great
Britain, World Market, Non-Theatrical. The first page of
each section contains an index of the section contents, ad-
ditional to the complete index for the entire book. In the
new edition it is even more simple to find exactly what you
want to know — in seconds.

The 1956 editions

are now in
preparation

Now

Television is to hove its own
ALMANAC . . . and here is on
outline of its contents—

THUMB-INDEXED SECTIONS: (I) WHO’s WHO— over 11,000 concise biog-
raphies, the industry’s ONLY real “Who’s Who”: (2) PRODUCERS and
DISTRIBUTORS — of everything for TV time; (3) PROGRAMS — an A to Z
list of all shows nationally available, with all pertinent information; (4)
SERVICES & EQUIPMENT — all types of services for TV production, including
film and music libraries, laboratories, studio equipment, etc.; (5) CORPS. — cor-
porate structure and executive personnel of the companies in or related to TV;
(6) MOTION PICTURES — list of over 4,000 features from 1944 to now, with
factual data; (7) TV STATIONS — full listings, with data; (8) AGENCIES &
STATION REPS — full listings, with data and TV execs.; (9) STATISTICS —
many up-to-date facts and figures of the needed kinds, plus highlight-review of
the year; (10) CODES — with full text of TV Code and background data; (II)
AWARDS — lists of winning shows and performers; (12) ORGANIZATIONS —
national and regional, with officers, etc.; (13) CANADA — complete breakdown
of TV in Dominion: (14) GREAT BRITAIN — breakdown of TV data, com-
mercial and non-commercial; (15) WORLD MARKET — listings and status,
country-by-country: Also: PRESS listings, RADIO information and a mine of
other reliable data — all up-to-date and cross-indexed.

A word about the “Who’s Who
in the ALMANACS . . .

The term has been used similarly by other
books in these fields. Only the ALMANACS
contain a real "Who's Who" — not merely
a list of a few dozen selected names, but
over 11,000 actual biographies of person-
alities and executives in the motion pic-
ture and television fields — occupying over
300 pages. The complete "Who's Who"
is in both volumes of the ALMANAC — and
on/y in the ALMANAC.

television

almanac

Edited by CHARLES S. AARONSON

Order either volume, or both

QUIGLEY PUBLISHING COMPANY
1270 Sixth Avenue • New \ ork 20, N. \ .

Please reserve for me a copy of the 19.56 edition of:

□ MOTION PICTURE ALMANAC (S5)

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Fit ms; Once
Over Ligtttly
By Cottyress

Jf ASHI\ GTOX : Some bills of interest to
the motion picture industry were passed and
some have gone over until next year in the
Congressional rush to adjourn this week.

The Senate ratified a proposed tax treaty
with Italy, exempting U.S. film rentals in
Italy from Italian income tax and Italian
rentals in the U.S. from U.S. tax. Senate
approval permits the exemption to be retro-
active to January 1, 1955.

Both House and Senate approved, sending
to the White House, a bill to boost the Fed-
eral minimum wage from 75 cents an hour
to $1, effective March 1, 1956. This would
affect production and some distribution em-
ployees. The question of extending coverage
to theatre workers went over until next
year.

Top Congressional item of interest for the
film industry next year probably will be
Allied States Association's bid for Federal
regulation of the industr}’. To no one’s sur-
prise, one of the bills on which action went
over until January was the measure to per-
mit Federal judges to award less than treble
damages in private anti-trust suits. Rep.
Celler (D., N. Y.), whose House Judiciary
subcommittee held hearings on this measure,
says he wants some further testimony. The
bill was backed by the ^lotion Picture Asso-
ciation, but opposed by Allied.

Next year may also see hearings on an-
other bill to exempt from tax any punitive
damages won in anti-trust suits. This would
reverse a recent Supreme Court decision in
the Goldman theatre case.

The House Ways and Means Committee
probabh- will take up next year the Admin-
istration’s request for easier tax treatment
for foreign income. The committee put off
until next year any further consideration of
the so-called catch-all tax bill, which permits
tax deferment on money put into voluntary
pension pdans by self-employed persons. This
plan, which has attracted the interest of
many persons in the film industry, will get
a close going-over again in January.

Society Gathers tor
"Catch a Thief" Premiere

PHILADELPHIA : A sellout audience of
social, civic and business leaders of Phila-
delphia, Washington and New York Tues-
day night gathered for the benefit world
premiere of Paramount’s “To Catch a Thief
at the Trans-Lux theatre where seats were
scaled to yield more than $22,000 at the
box office. The first night proceeds will go
to the Woman’s Medical College of Penn-
sylvania.

Grace Kelly and Cary Grant, stars of
the Alfred Hitchcock picture, in VistaVision
and color by Technicolor, were on hand for
the glittering, Hollywood-style opening.
Philadelphia-born Miss Kelly, who was

THE WINNERS CIRCLE

Pictures doing above average business in key cities for the week ending July 30 were:

Albany: Lady and the Tramp (B.V.) ;
Mister Roberts (W.B.).

Atlanta: Blackboard Jungle (MGM) 3rd
week; House of Bamboo (20th-Fox) ;
Mister Roberts (20th-Fox) 2nd week;
Not As a Stranger (U.A.) 2nd week.

Baltimore: Interrupted Melody (MGM) ;
Mister Roberts (W.B.) ; Not As a
Stranger (U.A.) ; Seven Little Foys
(Par.).

Boston: COURT Martial (Kingsley) 2nd
week; Lady and the Tramp (B.V.) 2nd
week; Mister Roberts (W.B.) ; Not As
A Stranger (U.A.) 4th week; We’re No
Angels (Par.) 2nd week.

Buffalo: The Cobweb (MGM) ; Lady and
THE Tramp (B.V.) 2nd week; Mister
Roberts (W.B.) 2nd week; You’re Nev-
er Too Young (Par.).

Cleveland : It Came from Beneath the Sea
(Col.); Lady and the Tramp (B.V.)
3rd week; Mister Roberts (W.B.) ; Not
As A Stranger (U.A.) 5th week; Seven
Little Foys (Par.) 4th week; You’re
Never Too Young (Par.).

Columbus: Interrupted Melody (MGM) ;
Lady and the Tramp (B.V.) 2nd week;
Not As a Stranger (U.A.) 3rd week.

Denver: House of Bamboo (20th-Fox) ;
Lady and the Tramp (B.V.) ; Mister
Roberts (W.B.) ; Not As a Stranger
(U.A.) 4th week; Seven Little Foys
(Par.) 2nd week.

Des Moines: Lady and the Tramp (B.V.)
3rd week; Night OF the Hunter (U.A.) ;
Not As a Stranger (U.A.) 3rd week;
Seven Little Foys (Par.).

Detroit: How to Be Very, Very Popular
(20th-Fox) ; Lady and the Tramp (B.V.)
4th week; Love Me or Leave Me (MGM)
6th week.

Hartford: Court Martial (Kingsley); Fox-
fire (Univ.) ; How to Be Very, Very
Popular (20th-Fox) ; It Came from
Beneath the Sea (Col.) ; Not As a
Stranger (U.A.) 3rd week; We’re No
Angels (Par.).

Indianapolis: Lady and the Tramp (B.V.)
2nd week; Mister Roberts (W.B.) ; Not
As A Stranger (U.A.) 3rd week; We’re
No Angels (Par.).

Jacksonville: Lady and the Tramp (B.V.) ;
Man from Laramie (Col.) ; Mister
Roberts (W.B.) ; Not As a Stranger
(U.A.) 3rd week.

Kansas City: Lady and the Tramp (B.V.)
2nd week; Mister Roberts (W.B.) ; Not
As A Stranger (U.A.) 2nd week; Pri-
vate War of Major Benson (Univ.) ;
Seven Little Foys (Par.) ; Seven Year
Itch (20th-Fox) 5th week.

Memphis: Lady and the Tramp (B.V.) ;
Mister Roberts (W.B.) ; Not As a
Stranger (U.A.) ; Seven Little Foys
(Par.).

Miami: How to Be Very, Very Popular
(20th-Fox) ; Not As A Stranger (U.A.)
2nd week.

Milwaukee: Lady and the Tramp (B.V.)
2nd week; Mister Roberts (W.B.) ; Not
As A Stranger (U.A.) 4th week; Seven
Little Foys (Par.).

New Orleans: Adventures of Sadie (20th-
Fox) ; Lady and the Tramp (B.V.);
Mister Roberts (W.B.) ; Moonfleet
(MGM) ; Not As a Stranger (U.A.) ;
Seven Little Foys (Par.) 2nd week;
Soldier of Fortune (20th-Fox) ; We’re
No Angels (Par.).

Oklahoma City: Five Against the House
(Col.) 2nd week; How to Be Very, Very
Popular (20th-Fox) 2nd week; Lady and
THE Tramp (B.V.) 3rd week; Mister
Roberts (W.B.) ; Seven Little Foys
(Par.) 3rd week.

Pittsburgh: How TO Be Very, Very Popu-
lar (20th-Fox) ; Lady and the Tramp
(B.V.) ; Man from Laramie (Col.) ; Not
As A Stranger (U.A.).

Portland: House of Bamboo (20th-Fox) ;
Lady and the Tramp (B.V.) 2nd week;
Not As a Stranger (U.A.) 3rd week;
Wizard of Oz (MGM) (reissue).

Toronto: Interrupted Melody (MGM) 3rd
week; Marty (U.A.) 7th week; Seven
Year Itch (20th-Fox) 5th week.

Vancouver: Seven Little Foys (Par.) 2nd
week; Wichita (A.A.).

Washington: Interrupted Melody (MGM)
2nd week; Lady and the Tramp (B.V.)
2nd week; Man from Laramie (Col.) ;
Mister Roberts (W.B.) ; Seven Little
Foys (Par.) ; Seven Year Itch (20th-
Fox) ; This Island Earth (Univ.).

guest of honor, is a member of the Na-
tional Board of the Woman’s Medical Col-
lege.

The premiere showing of “To Catch a
Thief’’ was followed by a supper-party at
the Drake Hotel. Mrs. Lois Mattox Miller,
chairman of the National Board of the
Woman’s Medical College, was chairman of
the benefit premiere. Barney Balaban, presi-
dent of Paramount, headed a contingent of
company executives from New York to
attend the opening.

Returns Stock to Philip Foto

NEW ORLEANS : The Civil District
Court here last week ordered E. V. Rich-
ards Jr., and Manheim H. Jacobs to return
to Philip Foto his stock and debentures of
United Theatres, Inc., which the pair had
held as trustees under voting trust agree-
ments and extensions of such agreements.
Mr. Foto contended the trusts should be
held to have terminated because of misman-
agement by the trustees.

MOTION PICTURE HERALD, AUGUST 6, 1955

Rules Roston
Cunnot Rumb

BOSTON: Mayor John B. Hynes of Bos-
ton, accompanied by Police Commissioner
Thomas F. Sullivan and Nelson Aldrich, a
member of the Art Commission, attended a
showing of Times Film Corporation’s “Game
of Love’’ at the Beacon Hill theatre here
iMonday and declared afterward that al-
though he thought the film “unwholesomely
immoral,” it was not “obscene” and thus city
officials were powerless to ban it.

This board of authority was called upon
to view the picture after the city censor,
Walter MilliLen, had reported to the Mayor
that he did not think the picture obscene, but
that he wanted the board of authority to
look at it. Times Film, making a test case,
did not invite Mr. Milliken to see the pic-
ture prior to its opening.

On the Sunday censorship question here,
Otis M. Whitney, Commissioner of Public
Safety, last week filed a new bill relating to
the licensing of certain entertainment on
Sundays. Last month the Supreme Judicial
Court of Massachusetts declared unconstitu-
tional a bill governing Sunday film show-
ings.

COLUMBUS, OHIO: Governor Frank
Lausche this week approved a suggestion by
Representative Edmund Jones, Republican

of Caldwell, that the advisory board on film
censorship be kept, pending future attempts
to enact a prior censorship law. It is ex-
pected that such attempts will be made at
the special session of the state legislature in
January.

5,000 Theatres Pledge
Rogers Drive Collection

More than 5,000 theatres have pledged
cooperation in the one-day audience collec-
tion for the benefit of the Will Rogers Me-
morial Hospital and Research Laboratories,
it was announced this week by S. H. Fa-
bian, national chairman of the drive. The
number of pledges including top circuits is
mounting daily with a large percentage stat-
ing they will continue their collections be-
yond the opening day and many for the
entire week of August 15. All over the
country theatres are announcing that they
will anticipate the w'eek of the Drive in
order to run the trailer and pass the col-
lection baskets during the week when they
are playing one of the top pictures of the
season, it is reported.

Schine Station to ABC

ALBANY : WPTR, 50,000-watt station op-
erated here by the Schine interests, will
become an affiliate of American Broadcast-
ing Company radio network in the Fall.
Managed by Leo Rosen, former theatre man
and theatre-television executive, it is now a
member of Mutual Broadcasting System.

RKO Circuit
Net $269,521

RKO Theatres this week announced that
consolidated net income for the second quar-
ter of 1955 was $269,521, compared with
$418,666 for the second quarter of 1954 be-
fore deduction of special items. After deduc-
tion of special non-recurring loss items, the
net income was $64,521 for the 1955 period.

Net income before deduction of special
non-recurring loss items for the first six
months of 1955 was $804,757, compared with
$955,118 for the first six months of 1954.
After deduction of special non-recurring loss
items, the net income was $599,757 for the
1955 period, compared with $904,025.

The special non-recurring loss items in-
cluded a loss of $500,000 in connection with
the cancellation of a lease in 1955, and a
loss of $86,093 from the disposal of a thea-
tre property in 1954, resulting in reductions
of Federal income taxes of $295,000 in 1955
and of $35,000 in 1954, which otherwise
would have been payable on net income.

Biggest Arizona Drive-In

PHOENIX, ARIZONA: A 2,000-car

drive-in designed to be the largest in Ari-
zona, is under construction here at a cost
of $170,000. The twin-screen project is be-
ing built by Dr. Edgar Pease, James B.
Ware and Reuben Shore.

COLUMBIA PICTURES ANNOUNCES THAT PRINTS OF THE FOLLOWING
PICTURES ARE NOW AVAILABLE IN OUR EXCHANGES FOR SCREENING

with

JACK HILDY VINCE JOHN DAVID

KELLY * PARKS * EDWARDS * CASSAVETES * CROSS

Written, Produced and Directed by ANDREW STONE

"DENNIS MORGAN

..PMUMYNOHI-MGIUMIDEIINM

Stoiy and Screen Play by JAMES B. GORDON • Produced by SAM KATZMAN
Directed by WIUIAM CASTU

.JILL WILLIAMS

RICHARD JAECKEL • ALEX MONTOYA

story and Screen Play by DAVID LANG
Produced by WALLACE MacDONALD • Directed by FRED F. SEARS

MOTION PICTURE HERALD, AUGUST 6, 1955

^•StnaU Fry^^
Circuit Fiuti

Big Success

LOS AX CELLS: More than 2,000.000
children are being entertained this summer
at special shows in the 345 houses operated
by National Theatres, Inc., according to
figures disclosed here recently by Elmer
Rhoden, president.

The “small fry" audiences are being treated
to 2.650 showings, one each week, usually
during morning hours on midweek dates
throughout the summer months, ^Ir. Rhoden
said. In addition, many theatres feature
children’s shows Saturdays. ]\Iost of the
special shows are presented under the spon-
sorship of local parent-teacher associations,
some by civic clubs, some by welfare depart-
ments and others by dairies, bakeries or soft
drink distributors.

A breakdown of anticipated summer at-
tendance in the various divisions operated
by National Theatres shows approximately
2.236,890 children who will be entertained at
2,650 special performances. Leading the
divisions is Fox iMidwest with an estimated
attendance of 816,000. Other divisions fol-
lowing are Southern California, with 436,-
090; Northern California, with 386,000;
Evergreen, with 203,000, and Milwaukee,
with 107,800.

Buena Vis+a Establishes
Sales Incentive Plan

A sales incentive plan, through which the
entire personnel of Buena \’ista Film Dis-
tribution Co. will share prizes amounting
to as much as $50,000 a year, has been in-
augurated by the Walt Disney releasing sub-
sidiary, it has been announced by Leo F.
Samuels, general sales manager. The plan
will be open to all employees in all of the
eight division of Buena \'ista. Each em-
ployee will share in the prize money in ac-
cordance with the position he or she holds.
The awards will be based on the played-and-
paid business achieved, as against the total
possibilities in each division. The plan has
been so arranged as to provide a constant
flow of prize money to the Buena Vista
[x;rsonnel. In addition a special fund will
provide a monthly prize to the individual
contributing outstandingly during the month.

"Virgin Queen" Gets I 10
Openings in New England

Twentieth Century-Fox’s “The Virgin
Queen” will open in about 110 theatres
throughout New England between August
7 and 15 in a regional campaign led by the
world premiere of the Cinema.Scope produc-
tion last week in Portland, Maine. The
Charles Brackett profluction will be on ex-
hibition in a host of key situations in Mas-
sachusetts, Maine, Vermont, New Hamp-
shire and Connecticut.

Eric Johxstox, president of the Motion
Picture Association of America, this week
was confirmed by the Senate for a new
term as chairman of the International
Development Advisory Board.

i\L\x Yocxgsteix, vice-president of United
Artists, arrived in New York this week
from Hollywood for home office confer-
ences on the company’s long-range prod-
uct and promotion programs. He is mak-
ing his headquarters in Hollywood for the
summer.

Edmuxd C. Gr.mxger, Jr., who has resigned
as special assistant to the Attorney Gen-
eral in the tax division of the Justice
Department, has resumed his association
with the law firm of O’Brien, Driscoll &
Rafferty.

North California Group
Renames Hamm President

SAN FRANCISCO : L. S. Hamm, of West
Side Theatres, was reelected president of
the Northern California Theatre Associa-
tion at a membership meeting here this
week at the Clift Hotel. Other officers
elected were Homer Tegtmeier, first vice-
president : Ben Levin, second vice-president ;
William Elder, treasurer ; Charles M. Thall,
executive secretary. Also reelected was
Hulda McGinn as public relations and legis-
lative counsel. Elected to the board were
IMark Ailing, Abe Blumenfeld, David Bol-
ton, Robert Broadbent, Roy Cooper, Air.
Elder, Air. Hamm, Gerald Hardy, Lamb
Lloyd, Air. Levin, Irving Levin, Earl W.
Long, Henry Nasser, John Parsons, George
Stamm, C. A". Taylor, Air. Tegtmeier and
Harry Weaverling.

Boasberg Leaves DCA,
Replaced by Wormser

Charles Boasberg, Distributors Corpora-
tion of America vice-president and general
manager, has resigned, effective August 8.
In the new DCA setup Irving Wormser,
vice-president, will take over Air. Boasberg’s
general manager’s post, and Arthur Sach-
son, formerly general sales manager for
Samuel Goldwyn and prior to that assistant
sales manager for Warner Brothers, joins
the company as general sales manager. Fred
J. Schwartz, DCA president, said that while
he deejily regretted Air. Boasberg’s resigna-
tion. he was extremely jjleased to acquire a
sales executive of the caliber of Air. Sachson.

Stanley Warner Dividend

The board of directors of Stanley Warner
Corporation has declared a dividend of 25
cents per share on the common stock, pay-
able August 25, 1955 to stockholders of
record August 8.

James J. Kane has been named CBS direc-
tor of press information in Hollywood,
effective immediately. He succeeds Ted
Wick who will handle the special projects
unit of the press information department
in Hollywood.

Edwix L. Weisl, member of the board
of Paramoimt Pictures, and AIorton
Downey, financial executive and profes-
sional singer, have been elected to the
board of American News Company, maga-
zine distributor and parent of the Union
News Company.

C. T. Jordan, Jr., has been named manager
of the Howco Exchange, Inc., in Atlanta,
succeeding Roy J. Nicaud who resigned
to enter business in his native New
Orleans.

FOA Finns n
Suiety Drive

Theatre Owners of America, in the wake
of “substantial increases” in theatre insur-
ance rates in various states, has inaugurated
a safety drive, it was announced in New
York last week in the organization’s month-
ly bulletin.

The bulletin, reporting on the activities of
the National Bureau of Casualty Under-
writers, stated that conventional theatres
and drive-ins in the following states have
had the basic liability rates raised: Califor-
nia, Colorado, Connecticut, Florida, Indiana,
Maryland, Alassachusetts, Pennsylvania,
Washington and Wisconsin. Rate reduc-
tions were reported for the following :
Alissouri, Alontana, Nebraska, Tennessee,
Texas and West Virginia.

Commenting on the mixed situation, the
TO A bulletin noted that “the rate decreases
are small while the increases are substan-
tial.” Regarding the safety campaign, the
bulletin stated that literature and other per-
tinent data will be sent to all TOA members
in the near future. TOA field men, it was
added, will offer personal instruction to
exhibitors on their visits.

Clayton E. Bond Dies;

Retired Film Buyer

FORT LAUDERDALE : Clayton E. Bond,
65, retired film executive, died here unex-
pectedly Sunday after a heart attack. Born
in Allegan, Alichigan, Air. Bond came here
three years ago from Scarsdale, N. Y. He
was chief film buyer for Warner Brothers
Theatres in New A’ork City for 19 years
and was associated with the industry for
42 years. He is survived by his widow, two
daughters and one son.

MOTION PICTURE HERALD. AUGUST 6, 1955

fjati onci IS,

ALBANY

“It’s a bargain that no exhibitor should
miss — tlie dues to support COMPO, which
achieved the tax reduction for us.” Thus
commented Harry Lamont, of Lamont The-
atres, who as co-chairman of the Audience
Awards also is aiding in the current dues-
collection drive for the exchange area. . . .
The A'ariety Club will not move into its
new rooms at Sheraton-Ten Eyck Hotel
until Oct. 1, property master Lewis A. Sum-
berg has announced. . . . Visitors included
Joseph Gins, Universal district manager,
and Louis W. Schine, Schine Circuit. . . .
Hot weather is a boom to drive-ins except
on Sundays “when families go on outings
and are too tired to attend the theatre at
night,” a leading operator reported. . . .
Business at the 2,700-seat Stanley in Utica
has perked up with better product. . . .
Fabian’s Palace charged children 35 cents
for “Lady and the Tramp.”

ATLANTA

Chester Drake, Pearson theatre, Pearson,
Ga., was seen on Atlanta Film Row after
several weeks away for an operation. He is
recovering nicely. . . . Larry McClune has
opened his new drive-in theatre at Law-
renceville, Ga. . . . The Family drive-in.
Oak Grove, Ky., has opened. It is owned
by Kline Duennier. . . . H. T. Posey, of the
Dixie drive-in theatre, Atlanta, is back at
his office after a vacation spent in Florida.
-Also back after a vacation is Eugene
Skinner, from Charlotte, N. C. . . . The
Glenn theatre, Decatur, Ga., owned by Mr.
and Mrs. William Greene, is installing a
new snackbar, adjacent to the theatre, and
new plush seats. . . . Alac L. Polston has
assumed management of the Hardee theatre,
a unit of Floyd Theatres in Florida. He
comes to W auchula, Fla., from Greenfield,
Tenn. . . . The closed Dyer theatre. Dyer,
Tenn., has been reopened by the Jones
Amusement Co., Obion, Tenn.

BALTIMORE

After 27 years in show business, James
Gladfelter is quitting to enter the insurance
field. He has worked in ^Maryland, A'irginia
and the District of Columbia and until his
resignation becomes effective around the end
of this month, he is manager of the Play-
house. . . . Stanlet Stern, Manager of E. AI.
Loew’s Governor Ritchie Highway drive-in,
returned from a manager’s meeting in Bos-
ton. His young son has fully recovered from
injuries received when struck recently by

an auto Frank H. Durkee, head of

the Durkee Enterprises, is commuting be-
tween business and his country home along
Maryland’s Magothy River. . . . Rodney
Collier, Stanley manager, was vacationing.
. . . Walter Gettinger, part owner of the
Howard, was in New York for business and
pleasure. . . . Larry Hyatt, manager of the
Little, returned from a vacation. . . . Jack
Fruchtman, owner of the Fruchtman drive-
ins in southern Maryland, came over from
Washington to supervise the New' and
Keith’s which he operates here.

BOSTON

Drive-in owners, managers and employes
met at the Jimmy Building, Boston, for a
tour of the building, where they were showm
the medical care and treatment given chil-
dren suffering from cancer. Special Jimmy
Fund drive-in kits were given out, along
with advice from James Mahoney, chairman
of the drive-in committee of the fund, on
ways of bettering collections in the coming
1955 drive. . . . Joseph J. McDermott, 64,
manager of American Theatres Corpora-
tion’s Wollaston theatre, Wollaston, Alass.,
died at his home in Quincy. Funeral serv-
ices were held in St. Ann’s Church July 27.
For many years he had headed the theatrical
division of charitv drives in Quincy. . . .
Gertrude Rittenburg Finn, office manager
for E. M. Loew for 25 years, was honored
on the eve of her retirement hy a dinner
and reception attended by more than 200 at
Loew’s Brush Hill Road estate in Alilton’s
Blue Hill section. A year ago she married
Max Finn, general manager of E. M. Loew'
Theatres. Highlight of the occasion was the
presentation of a miniature "Oscar” statuette
and a check for $10,000 to Mrs. Finn by
Loew in recognition of faithful service. . . .
A1 Boudouris, operator of six drive-ins in
Ohio and two in ^Michigan, and president
of the Eprad Alanufacturing Company of
Toledo, drive-in speaker manufacturers,
spent some time wfith P. E. Comi of Mas-
sachusetts Theatre Equipment Company,
Eprad representatives in the area. . . . E. M.
Loew's new'est drive-in, the Candlelight,
Bridgeport, Conn., is due to open before the
end of August.

BUFFALO

A deed filed in the Erie county clerk’s
office discloses that Michael D. Perna. for-
mer owner of the old Academy theatre, had
bought the Keith theatre at 261 Main Street.
Stamps attached to the deed filed by the law
firm of Pacini, Neri & Runfola, represent-
ing Mr. Perna, disclose that the purchase
price was $65,000. The seller is Alichaels-
Keith, Inc. The Academy theatre recently
was sold by Mr. Perna to the Marine Trust
Company which plans to use the site for
expansion purposes. . . . Alfred E. Ans-
combe, station manager of WKBW since
Aug. 1, 1953, will continue to serve in that
capacity for the next five years under a
renewal contract signed with Dr. Clinton
H. Churchill, president and general manager
of the station. . . . John Serfustino, assistant
booker at the Paramount exchange is vaca-
tioning. The annual summer party of the
local Paramount exchange personnel will be
held August 8 at Evangola on Lake Erie. . . .
Joan Steinle, picture report clerk at Para-
mount is back from her honeymoon. She
recently was married to Richard Damros.
. . . John Moore, eastern division manager
for Paramount, was in town last week for
conferences with branch manager Edmund
C. DeBerry. . . . E. J. Wall, field representa-
tive for Paramount, was in Buffalo last
weekend conferring with Arthur Krolick and

Charles B. Taylor at the UPT executive
offices on promotion plans for "To Catch a
Thief,” and to circulate the news that his
daughter. Miss Patsy Wall is doing all right
for herself in Albany district golf circles.
Patsy, who is a member of the Wolferts
Roost Country club in Albany, captured the
second flight prize in the recent district meet
at Mohawk.

CHICAGO

Sam Levinsohn, president of the Chicago
Used Chair Alart, reported that he is re-
seating the Erlanger, one of the city’s large
legitimate theatres. . . . James Jovan, owner
of the Alonroe theatre, has produced a 40-
minute 16mm film in color on his European
trip. . . . Kathleen Roberts, of the Albert
Dezel organization, sent word from London
that movie houses are doing a landslide busi-
ness, with patrons lining up to get in. . . .
Atlas Film Corp. is shooting a motion pic-
ture for the A.merican Junior Red Cross on
the Lake Forest Academy campus. . . .
Frank Toler has been appointed southern
representative for Kling Film Productions.

. . . Irene Rader, of the'Alliance xAmusement
Company, left for her usual vacation spot,
Florida. . . . Joseph Berenson, of National
Theatre Advertisers, returned from Ken-
tucky and Indiana, where he has been ex-
tending his campaigns. As he covered the
territory, he selected field representatives.
. . . Don Alack, who represents Filmack
Trailer Company in New York City, arrived
here for a Filmack meeting of directors and
stockholders. . . . Sheri Thau, of Filmack,
is vacationing in Wisconsin. . . . Werner
Wolff returned from National Guard en-
campment. ... Air. and Airs. Harold x-Abbott,
of the xAbbott Equipment Company, arrived
here from Arizona for a month’s stay.

CLEVELAND

“Lady and the Tramp” is rolling up box
office receipts in this area comparable to
“The Robe” it is reported. . . . Eugene Ros-
enbluth, owner of the now defunct Stork
theatre, died this week, leaving as survivors
his wife, a daughter and six sons. . . . Cary
Grant will be in town xAugust 9 for personal
appearances at Loew’s State theatre when
"To Catch a Thief” will be sneak prevued
in advance of its x\ug. 1 1 opening at Loew’s
Stillman. . . . Airs. Jerome Steel, wife of the
owner of the .Apollo theatre. Oberlin, was
discharged from the Cleveland Clinic follow-
ing major surgery and is now convalescing
at home. . . . Dan Rosenthal, U..A. branch
manager, held a local branch managers’
meeting Tuesday to launch the .Audience
.Award plan. . . . Cleveland independent ex-
hibitors association is not participating in
the COAIPO drive, but the circuits — Loew’s,
Schine and Shea — are going into it enthu-
siasticalU'. . . . Joseph Blaufos of the U. I.
publicity staff is here on temporary assign-
ment while the resident publicity representa-
tive covers the San .Antonio, .Austin, El

(Continued on jollotving page)

MOTION PICTURE HERALD. AUGUST 6. 1955

{Continued front preceding pngc)

Paso and \’ictoria openings of “To Hell and
Back.". . . Jerome Safron, Columbia branch
manager, returned from his vacation in
Banff and Lake Louise. . . . Herbert Ochs,
whose organization recenth' purchased three
drive-ins in Florida, announces the purchase
of still another in Florida, the Siesta in
Sarasota, from Hugh Thomas who is now-
associated with Hal Makelim.

COLUMBUS

“Lady and the Tramp” moved into a third
week at RKO Palace. . . . Lou Holleb at the
In Town Auto theatre has installed a mod-
ern and completely-equipped playground
with slides, swings, a merry-go-round and
teeter-totters. . . . Ohio State Fair officials
announced that Hopalong Cassidy and Las-
sie will appear on opening day, August 26,
at the annual state e.xposition in Columbus.
. . . Film, video and stage actor Jackie
Cooper was a gruest of Robert Fergus of
suburban Upper .\rlington last week. Cooper
and Fergus are sports car enthusiasts and
plan to enter several races together next
season. . . . Robert Wile, secretary of the
Independent Theatre Owners of Ohio, an-
nounced the signing of the Robins circuit
of \\ arren and Niles as a new' member of
the association. . . . Fred Oestreicher, Loew’s
publicist, is vacationing at the new Jackson
Lake Lodge in Grand Teton National Park,
Wyoming.

DENVER

Margaret Ratliff, Colorado cashier, lost
$50 to a young gunman w'ho, after giving
her a $20 bill to change, grabbed the $50
bunch of bills she picked up to make change.
. . . Fred Wade, manager for the Black Hills
Amusement Co., Newcastle, Wyo., on leave
of absence due to heart attack. Gayle Po-
land, manager at Hot Springs, looking after
post until manager is secured. . . . Marvin
Goldfarb, Beuna Vista district manager,
Mrs. Goldfarb and two children, to Holly-
wood to look over Disneyland. . . . William
Harrison, Republic salesman at Salt Lake
City, moves to Denver as Universal sales-
man. succeeding Gene Klein, who was moved
to San Francisco. . . . J.M.F. Dubois, free-
lance newsreel cameraman, in St. Joseph’s
hospital where he underwent an operation.
... A week after she had given birth to a
daughter, Mrs. Ray David, w-ife of the city
manager for Black Hills Amusement Co.,
Chadron, Neb., returned to the hospital for
an emergency appendectomy. . . . George
McCool, office manager at United Artists,
and his wife, flew to the Pacific Northw-est
for a two-week vacation. . . . L. T. Albertini,
\\ olfberg drive-in district manager, Mrs.
Albertini and two children to California for
extended vacation.

DES MOINES

It was 102 degrees here last week for
Paul Gregory day and the w'orld premiere
of his picture, “Night of the Hunter.” But
the hottest day of the year did not dim the
enthusiasm of the large crowd on hand to
take part in the ceremonies. . . . The Strand
at Edgewood has reopened following exten-
sive repairs and redecorations. Owner is
Chuck Mormon. . . . The Mills theatre, at
Tama, has curtailed operations to Fridays,
Saturdays and Sundays. Lester Pospichal,
manager, cited poor business for the reduced

BUSINESS MEN BACK
SMALL TOWN HOUSE

Business men and civic leaders of Phila-
delphia, this one in New York State, some
200 miles from Albany, with a population
of 870, believe the
Crescent theatre to
be one of the town's
"main sources of en-
tertainment and re-
laxation. For that
reason, and certain
that its operation
was "desirable for
our youth and for
business," these
business leaders con-
ducted a campaign
to sell family admis-

^ ^ ^ . sion tickets, and

K. C. Liznngston . . rr • ,

raised sufficient

money to equip the upstairs house with
CinemaScope. Roger C. Livingston, who
continued the operation following his

father's death, remains in charge. The

house operates each weekend for four days,
and Albany exchange managers are co-
operating. The family admission is $1 for
three, with the excess 40 cents for adults
and 20 cents for children. The film theatre's
valuable place in the community once again
is demonstrated.

program. . . . Dick Phillips, manager of the
Algona theatre at Algona and the Starlite
drive-in outside Algona, is recovering at his
home following a heart attack. Phillips had
been in the hospital ; he is not expected back
on the job for several weeks. . . . The Band
Box theatre in Mason City will undergo ex-
tensive remodeling in the near future. As a
result, week-day matinees will be discon-
tinued and evening shows will start at 6:30
with the exception of weekends. C. A.
Schultz operates the house. . . . Thieves
broke into the West-Vue drive-in near Des
Moines and stole 20 cartons of cigarettes.
It was the second time this summer the
house has been burglarized.

DETROIT

Something of a record was set in the
building of the Thunder Bay drive-in at
Alpena; Wesley Benac and H. E. Totten re-
ported the theatre open nine weeks after the
land purchase. . . . Four hundred and forty
thousand feet of film reviewed in June was
the highest footage of the year. Mexican
films again led the foreign field with 68,000
feet, Italian second with 22,000. . . . Mem-
ories were refreshed at the appointment of
William Brucker as Secretary of the Army.
It was he who arbitrated the Parkside thea-
tre case in 1941. . . . Death took Justine
Igna, wife of the Berkley operator and Paul
Simon, father of shipper Jess Simon. . . .
Gales that swept Detroit joined forces with
legal entanglements to frustrate Elliott
Cohen’s drive-in building program in War-
ren Township. Latest casualty: the huge
screen tower. . . . After four weeks “Lady
and the Tramp” still enjoys long 11 a.m.
line-ups. . . . Automatic telephone answering
equipment used in the ballyhoo for “Man
from Laramie,” has been handling a daily

average of 11,000 calls a day. . . . William
Westman, of W. & W. Theatres, has been
named chairman of the Detroit Theatre
Committee for the National Movie Audience
Poll conducted by the Council of Motion
Picture Organizations.

HARTFORD

Albert M. Pickus, owner of the Stratford
theatre, Stratford, and a vice-president of
TOA, is listed as an incorporator of Strat-
ford Enterprises, Inc., Stratford, a newly-
chartered Connecticut corporation. . . . Sam
Cornish, partner in the Niantic Theatre
Corp., Niantic, is marking his 43rd year in
the film industry. . . . Norm Levinson, MGM
press representative at Minneapolis, has re-
turned to that city, following a vacation in
Hartford and New York. He was formerly
with Loew’s Poli-New England Theatres.

. . . Loew’s Poli Bijou and an adjoining
structure at 162 Crown St., New Haven,
purchased by the First National Bank and
Trust Co. last December for $200,000, will
be razed. The owners are reportedly plan-
ning a parking facility on the location. . . .
Sperie Perakos, Perakos Theatre Associates,
reports the children’s playground at the
Southington (Conn.) drive-in, is now open
from 2 to 5 p.m. on Saturdays and Sundays,
as an added customer convenience.

INDIANAPOLIS

Statia O’Conell has taken over operation
of the Oriental here from Amusement En-
terprises. Her family has owned the 1,400-
seat house since it was built in 1912. Rex
Carr will buy and book. . . . Forrest Songer
has bought the Vee at Veedersburg from
Mr. and Mrs. William Wallace. . . . A1 Hen-
dricks, manager of the Indiana theatre, and
his wife, Alice, manager of the Indiana Roof
Ballroom, have gone to Amarillo, Texas, for
his parents’ golden wedding anniversary. . . .
Harry E. Askew, 81, veteran Bedford ex-
hibitor, died July 26. . . . The Cantor chain
announced 50,000 attendance in the first
week for “Lady and the Tramp,” now hav-
ing a simultaneous first run showing at the
Lafayette Road and Shadeland drive-ins. . . .
Bob Conn, 20th-Fox branch manager, went
to Cleveland Wednesday on business.

JACKSONVILLE

Horace Denning, board chairman of the
Motion Picture Exhibitors of Florida, was
heading a drive to collect funds for
COMPO’s Audience Awards campaign. . . .
Veteran showman Col. John L. Crovo and
Mrs. Crovo left by air for visits in Louis-
ville, Ky., and Miami. . . . Jack Miller, man-
ager of the Shores theatre, Miami Shores,
and Mrs. Miller visited local friends while
en route to New Orleans. . . . Variety has
closed its clubroom bar at the Hotel Roose-
velt for the summer vacation period. . . .
All theatre managers and executives of
Florida State Theatres are enrolled as mem-
bers of the National Conference of Chris-
tians and Jews, stated LaMar Sarra, FST
vice-president. . . . Janice Claxton and Mag-
gie Gardner have been named as delegates
to the WOMPI convention in New Orleans
on September 30-October 2. . . . Louis Gold
of Pahokee, board member of MPEOF, an-
nounced that the following local men will
handle the group’s annual convention here
November 6-8 : Bob Heekin, Bob Anderson,

{Continued on opposite page)

MOTION PICTURE HERALD. AUGUST 6. 1955

{Continued from opposite page)

Bill Beck, Sheldon Mandell, Carl Carter,
George Krevo and Bob Cornwall. . . . Max
Stepkin, MGM office manager, vacationed at
Goldhead Branch State Park. . . . Mrs.
French Harvey, wife of the FST advertis-
ing chief, was convalescing from an emer-
gency operation.

KANSAS CITY

Even with 15 drive-ins, TV, and a major
league baseball team in addition to other
usual summer competition for “entertain-
ment dollars,” motion pictures at first runs
often do as much business as in any recent
years. ... A few subsequent run theatres
are doing as well relatively as first runs ;
but smaller neighborhood theatres continue
at a low level of attendance. . . . The River-
side drive-in put on a special midnight show
three nights, Thursday, Friday and Satur-
day*. . . .“Gate of Hell” is in its second week
at the Kimo. . . .“Animal Farm” is in its
second at the Glen. . . . Plans are being
made for the stag party at the Hillcrest
Country Club, September 19, by the Motion
Picture Association of Greater Kansas City.

LOS ANGELES

Wayne Hawkins, manager of the Vogue
theatre in Oxnard, will be on crutches for
some time as a result of having been struck
by a passing car when he stepped off the
curb in front of the theatre. . . . Helen Per-
kins, Fox West Coast secretary, celebrated
her 30th year with the company. . . . Ben
Taylor, former salesman for Favorite Films,
has joined the Allied Artists office to suc-
ceed Henry Balk, who resigned to enter the
real estate business in San Francisco. . . .
Bill Jenkins, Western Amusement booker,
has reopened the long shuttered Dale theatre
here. House was formerly operated by Max
Laemmle, who has the Los Feliz and Park
theatres in Los Angeles. . . . Back from a
va^cation in Tucson and Nevada was Bill
\\ atmough, Warner Bros, salesman. ... A
visitor from New York was Arnold Kahn,
20th Century-Fox home office auditor. . . .
Henry Herbel, Warner Bros, western dis-
trict manager, flew to Seattle on company
business. . . . Helen Cook is the new secre-
tary to Mel Evidon, Favorite Film sales
manager. . . . Norman Moray, Warner Bros,
short subjects sales chief, flew into town for
a series of business conferences. Moray re-
cently returned from a tour of the European
continent accompanied by a camera crew,
which photographed scenes in many coun-
tries to be used in future short subjects.

MEMPHIS

Memphis first runs hit new attendance
heights for 1955 during the current week.
Loew’s Palace reported its best attendance
in three years and the Palace showed the
United Artists’ “Not As A Stranger” to
three times average attendance. . . . Charles
Clemons has purchased the Dixy theatre at
Adamsville, Tenn. and will book and buy in
Memphis. . . . Buford Partlow, owner, has
re-opened the Gem theatre at Saltillo, Miss.,
which has been closed for about six months.
. . . Mrs. Mildred Bomar, of Wren Theatres,
reports that the Mena drive-in, Mena, Ark.,
which has been closed for some time, has
been re-opened for business. . . . Miss Jo
Ann Balthrop, stenographer at 20th-Fox,
Memphis, and Robert Lewis Ladd, young

business man. were married last week. The
bride and groom will make their home in
Gary, Ind., after a wedding trip. . . . John
Miller, booker, 20th-Fox, has been promoted
to salesman and transferred to Houston. . . .
Miss Margaret Wood, assistant cashier,
20th-Fox, and Bobby Bradley will be mar-
ried soon.

MIAMI

The Mayfair theatre will have a full house
on August 27 when the Symphony Club will
have an all day meeting to hear a report on
the Club’s activities given by its re-elected
president, Mrs. Mitchell Wolfson. Aside
from its cultural aims, the club recently
donated $18,000 to the University of Miami
for scholarships and musical appurtenances.
. . . Virginia Parker, pianist who has been
labeled “sensational” by entertainment greats
including Cugat, Liberace, Frankie Laine,
and Rudy Vallee, appeared recently over
New Orleans TV station WDSU and was
asked to make a guest artist appearance
with the N. O. Symphony Orchestra. ... A
telephonic interview of Jack Webb has been
arranged to coincide with the Florida State
theatre showing of “Pete Kelly Blues,” with
a special screening arranged for disc jock-
eys. . . . Golden Gate guests recently were
Detroit’s NBC-TV manager Allan Kerr
and family. . . . Martin Caplan, manager of
the Roosevelt, is very excited about the
August 12 American premiere of the Swedish
film, “Thirst” as his house. Distributor
Arthur Davis is experimenting with using
cities other than New York to open out-
standing foreign films. . . . WGBS-TV has a
new general manager, Frank Riordan, who
was promoted from sales manager. . . .
Gables assistant Sheldon Goldstein was
proudly handing out cigars recently when
Mrs. G. presented him with a 7 lb. 5 oz. girl,
Andrea.

MILWAUKEE

Vera Mellin is back from her vacation,
and is again at her desk in the Wisconsin
Allied office. . . . Mr. Bates, office manager
at the Republic exchange, is on his vacation.
. . . Oliver Trampe escaped the recent heat
wave here by being up at Sturgeon Bay on
a golfing vacation. ... At the Milwaukee
County Stadium here July 23, some 7,000
saw the Billy Graham film, “Souls in Con-
flict.” The event was sponsored by Youth
for Christ International, the Christian
Businessmen’s committee and the Evangeli-
cal Ministers’ fellowship. The film was
shown on a 30-foot screen supported on
steel pipe scaffolding. . . . “Heidi” was to
be shown at special children’s shows August
1-5 at the Century, Oriental and Tower
theatres here.

NEW ORLEANS

Transway again acquired the transporta-
tion service to R. E. Hook’s Alabama thea-
tres, which has transferred all buying and
booking from the Atlanta to New Orleans
territory. Theatres included in the transfer
are the 17 drive-in and the Palace, Alice-
ville, the Hook in Eutaw and the Pickens in
Reform. . . . John Harvey, Joy’s Theatres’
newly appointed advertising, publicity and
public relations representative, was here to
confer with Joy N. Houck head of the cir-
cuit. Harvey’s headquarters are in Alexan-
dria, La. . . . Members of U.A. personnel
who will be off on their vacations the first
and second week of August are manager

Alex Maillho, Alice Martinez, bid clerk;
Gerry Adams, ledger clerk. . . . Liz Mann,
20th-Fox, and Nettie Cusiamo, Theatres
Service Company, are the newest members
on the WOMPI roster. . . . L. W. Stephens
has closed his American Legion drive-in,
Coushatta, La. . . . Southern Amusement
Co has set back re-opening day of Round-
Up, Lake Charles, La., to Sunday, August
14. . . . The Starlite drive-in, Florala, Ala.,
is closed temporarily for repair and equip-
ment replacement due to a fire in the booth.

OKLAHOMA CITY

The new baby-sitting service inaugurated
by the Oklahoma City Downtown Associa-
tion received enthusiastic response the first
Saturday of its existence. E. L. Thorne,
city manager for the Cooper Foundation
Theatres, said he thinks the plan will gain
steadily in popularity. Under the program,
any child 12 or under will be admitted free
to the Harber theatre between 9:30 a.m.
and noon on Saturday. Thorne said that
although the theatre was not jammed a good
crowd was on hand for the free film. . . .
“Mau Mau” was shown at four theatres
here July 28-29-30, at the Airline drive-in,
Capitol theatre, Rialto theatre and Twilight
Gardens drive-in. . . . The Orpheum theatre,
at Okmulgee, Okla., once each year chooses
a picture-of-the-year attraction, one that
they feel sure their patrons will enjoy seeing
more than once. This year they have chosen
“The Long Gray Line.” . . . The Ritz and
Bison theatres celebrated their 21st anniver-
sary in Shawnee, Okla., July 27. Roses were
given all ladies attending the show at both
theatres.

PHILADELPHIA

Eddie Fisher, former booker at R.K.O.,
is now the head booker at Republic. . . . Ben
Schindler has resumed the booking and buy-
ing for his Ace, Wilmington, Del. . . . The
New-way drive-in, Hummelswharf, Pa., has
been taken over by the Comerford Theatres
Circuit from M. L. Spiegelmeyer. . . . Ar-
nold Farber, a member of the staff of Jay
Emanuel’s publications, became the father of
a son born last week. . . . A. J. Belair, presi-
dent of the Rialto theatre Co., Wilmington,
Del., and Mrs. Belair, celebrated their gold-
en wedding anniversary last week. . . .
Absecon drive-in, near Atlantic City, N. J.,
was opened by the Walter Reade interests.
. . . Theatre closings reported in the terri-
tory include the Milroy, Milroy, Pa. ; Ram-
sey, Stewartstown, Pa. ; Glen, Glen Rock,
Pa., and the Millerstown, Millerstown, Pa.
. , . Tri-State Buying and Booking Service
here is now providing such services for the
Motor Vue drive-in, Berwick, Pa., which
was just opened by Marcy S. Trynoski and
Chester V. Rusczyk. . . . The Senate here
closed indefinitely. . . . Scavo Brothers
opened their new Wilkes-Barre drive-in,
Wilkes-Barre, Pa., with Tri-State here
handling the booking and buying for the
new open-airer. . . . The former Montgom-
ery, local neighborhood house, was sold by
Sidney and Paul Felix for use as an auto-
mobile showroom.

PITTSBURGH

The Stanley, Penn and Harris will tele-
vise the Moore-lMarciano fight Sept. 20 with
seats ranging from $3.50 to $5. . . . Talk of
Film Row is the $35,000 figure which the

(Continued on following page)

MOTION PICTURE HERALD, AUGUST 6. 1955

(Continued from preceding page)

Peim took in for its first week of "Xot As A
Stranger" despite the intense heat and three
adverse notices from the critics. . . . “To
Catch a Thief" will follow "Mr. Roberts”
at the Stanley with Cary Grant expected to
do a personal ahead of its arrival here. . . .
"The Virgin Queen" and "The Left Hand of
God” have been set for the Harris. . . .
Critic Kap ^Monahan of the Press is oft' to
Canada for a vacation and Harold Cohen
of the Post-Gaaette will join his wife and
daughter in Cape Cod. . . . Julie Adams was
here for two days ahead of “The Private
War of Major Benson." . . . “The King's
Thief" tentatively booked into the Penn be-
fore “Summertime'’ and “The Kentuckian.”
. . . Ike Sweeney, signed as Allied Artists
sales manager here, working under the di-
rect supervision of hranch manager Abe
Weiner. . . . ilanager Bill Zeilor of the Penn
visiting his mother in Romney, W. \’a..

PORTLAND

Herman Saunders, ^lark VII productions
e.xecutive, was in town for a few days work-
ing with Warners’ field man Willard
Coughlin. . . . Mrs. J. J. Parker, head of
J. J. Parker chain, is back at her desk after
a trip to California where she visited her
son and his family and took care of some
business. . . . Paramount branch manager
Wayne Theriot has returned to his desk-
after a week’s work in Paramount offices in
Xew York. He heads for Seattle in a day
or two to meet with Paramount short subject
representative Oscar Morgan. . . . The Ever-
green circuit has made some changes in
managers and assistants. Dean Mathews
leaves his manager's post in Olympia,
Wash., to take over like joh at the new Fox
here. Bert Gamble, leaves the assistant
manager’s position at the Orpheum theatre
to become manager of the Olympia, Wash.,
spot. Tom Murphy has been appointed assis-
tant manager to Kenny Hughes at the Or-
pheum. . . . Evergreen’s new Oregon dis-
trict manager Oscar Xyberg off to Seattle
to confer with boss William Thedford.

PROVIDENCE

In another, but b}- far the most extensive
exploitation undertaken on a cooperative
basis, 15 surrounding neighborhood houses
and drive-ins purchased dominating adver-
tising space in local newspapers promoting
“The .Sins of Pompeii.” Joining in this
stunt were the Castle, Elmwood, Hope, Lib-
erty, Uptown, local houses; Palace, ami
Park, Cranston ; Hollywood, East Provi-
dence; Bijou, Woonsocket; Greenwich, East
Greenwich ; Community, Centerdale ; plus
the following drive-ins: Pike. Johnston ; Bay

•••¥fhen Time
is Precious
REMEMBER TO ORDER

SPECIAL
TRAILERS

FROM DEPENDABLE

FILMACK

State. Seekonk; Rustic, Xorth Smithfield;
and Route 44, Smithfield. ... A very brief
respite in the scorching heat and humid
weather which has been plaguing this area
for several weeks has encouraged more per-
sons to stay in-town and patronize their
favorite theatres. . . . Attendance was so
gratifying that Walt Disney’s “Lady and the
Tramp" was held for a second week at the
Albee. . . . The Avon Cinema ran another
of its special request programs, bringing
back “The Country Girl,” and “The Last
Time I Saw Paris,” on the same bill. . . .
Joni James, MGM recording star, made a
personal appearance at Rhodes-On-The-Paw-
tuxet. . . . Eva ^larie Saint, whose perform-
ance in "On the Waterfront" won for her
an Academy Award, was the subject of a
half-page story, complete with pictures, in
the Evening Bulletin, on the occasion of her
appearance at the Theatre-by-the-Sea.

SAN FRANCISCO

William Foreman, of the Cal-Pac Drive-
Ins of Los Angeles, visited on the local Film
Row. .Stanley Lefcourt, representative of the
Principal Theatre Circuit, and Royal Thea-
tre Ltd. of Honolulu, was his host. . . . R. W.
Harvey Sr., of Westlake Theatres, Harvey
Amusement Company, suffered a broken
foot in a tractor accident at his mountain
cabin. He is carrying on, on crutches. ... In
a summer replacement move, R. W. Harvey
Jr., formerly assistant manager of the Har-
vey house in Stockton^ Cal., has moved to
the iMcCloud, releasing Warren Camplin,
manager, for duty as relief circuit manager
in the San Francisco Office. Ben Stevenson
of home office has returned from his vaca-
tion, and Eddie Coffey, manager of the
Laurel theatre, is off to "Cancouver, Canada,
shortly. . . . Fred Salih, 75, prominent th^-
tre builder in the area and who was active
in the management of the Center theatre,
Centerville, Calif, died,

ST. LOUIS

Owners of theatres at Bloomington, 111.,
told city councihnen that the four per cent
tax on moving picture houses, in effect for
the last seven years and netting about $18,-
000 annually, as a matter of justice should
be eliminated. . . . The 61 drive-in theatre
at Festus, Mo., has installed a new Cinema-
Scope screen. . . . The Weeks theatre at
Dexter, ]\Io., made a special offer by offering
one ticket free for each one bought. Children
were admitted free when accompanied by an
adult. . . . The Quincy drive-in theatre at
Quincy, 111., has established an “Acre of
Fun” free jdayground for children. . . . The
Canton theatre at Canton, Mo., recently had
a four-week series of free motion picture
shows. . . . Kent Thompson, public relations
representative of the Starlight theatre of
Kansas City, ]\Io., recently was the guest
speaker at a dinner meeting of the South
Side Lions Club at St. Joseph, Mo.

TORONTO

Maurice Scully, veteran of the Canadian
film industry, was appointed branch man-
ager in Saint John for J. Arthur Rank Film
Distributors (Canada) Ltd. He succeeds the
late Graydon Matthews who passed away
recently. . . . Harvey Kathron, who has
been an efficiency consultant since leaving
the motion picture industry some years ago,
returned to the industry to become sales
representative for Republic product in the
Toronto territory. . . . Norman Reay, man-

ager of the Plaza, Victoria, was recently
made booker and buyer for Odeon in British
Columbia. . . . Mrs. E. Crozier, relief cashier
at the Roxy, Edmonton, was injured when
a heavy truck crashed into the theatre caus-
ing $1,600 damage. . . . Projectionists in
Pictou Count}' formed Local 855 of the In-
ternational Alliance of Theatrical Stage
Employees and Moving Picture Machine
Operators of the United States and Canada.
Hugh Sedgwick, Canadian vice-president
and fifth international vice-president pre-
sented the charter and installed the members.

VANCOUVER

Projectionists and the two circuits here
are again working on a new contract. . . .
Albert Mitchell, with Odeon since it started,
has resigned. So has Ed Newton, assistant
at the Vogue. The reasons are better pros-
pects in big wage industries in British
Columbia. More resignations are said to be
on the fire. . . . Wally Hopp, Cinema man-
ager, is spending his vacation with his par-
ents at Kipling, Sask., in the Regina area
of the wheat belt. . . . The 1,000-seat Odeon-
Hastings is another victim of the brutal
theatre situation in Vancouver. The house,
the former Pantages on the East-side, will
close August 31. This is added to the 10
other chain theatres closed here in the past
month. . . . Gay Carl, Paradise manager, is
spending her vacation at her upcoast sum-
mer home at Half-Moon Bay.

WASHINGTON

Paramount had a sneak preview of “To
Catch a Thief’ at Loew’s Capitol theatre
August 1. . . . Jack Foxe, Loew’s Theatres
publicity director, returned from his vaca-
tion. . . . Josephine Evans has joined 20th
Century-Fox. . . . Newest Associate mem-
bers approved by the \'ariety Club are Dr.
Maurice J. Kossow, physician ; and David
J. Weltman, president of Weltman’s Inc. . . .
Fred Fiske, WWDC, and Mrs. Fiske are the
parents of a baby son. . . . The officers and
board of directors of the newly organized
WOMPI group, held a meeting recently. . . .
The Variety Club Board of Governors met
at the Willard Hotel August 1. . . . Johnson-
Saunders’ new Queens Chapel drive-in thea-
tre opened July 29.

RCA Six-Morrl-h Profit
Shows Record High

Sales and net profit of the Radio Cor-
poration of America during the first six
months of 1955 represented the most suc-
cessful first half-year in the corporation’s
36-year history, David Sarnoff, chairman of
the board, has announced. The volume of
sales of products and services of RCA and
subsidiaries for the six-month period
amounted to $488,510,000, exceeding by
$44,141,000, or 10 per cent, the previous
record established in the first half of 1954.
RCA earnings before Federal income taxes,
for the first six months of 1955. amounted
to $44,351,000, also an all-time high. After
providing $22,290,000 for Federal taxes, net
profit for the half year amounted to $22.-
061,000, an increase of $2,793,000. or 14
per cent over the first six months of 1954.
After payment of preferred dividends this
represents earnings on the common stock of
$1.46 per share, compared with $1.26 in the
fir.st half of 1954.

MOTION PICTURE HERALD. AUGUST 6, 1955

An Inlernational Association of Motion Picture Showmen — Walter Brooks^ Director

greater Put^iic MaJ fftpre Choice "

Moke people, with more money to
spend, enjoy a greater opportunity
to select their merchandise, includ-
iiig their entertainment, then ever before
in our history. The alarming thing is that
we are getting only about one-fifth of the
total potential audience for motion pictures,
and as population continues to increase at
a phenomenal rate, our share of the public’s
recreation dollar seems to diminish, for a
greater loss than is apparent.

There are today more than 165 million
people in the United States — yet our best
film attractions seldom sell more than 25
million admission tickets to theatres — except
in the case of a “Gone With the Wind”
which has been several times re-issued, and
each time found a new audience. If we dis-
count the total population figures by some
40 millions, to eliminate the non-eligibles,
there is a potential audience five times
greater than we can draw at the box office,
even for a “hit” picture, across the country.

TIDE, the advertising trade’s magazine,
in a "checklist for unbelievers” says, "People
have only begun to enjoy their leisure. They
want to try new things, they want to live
better than formerly. They have had a long
taste of prosperity, spread across every eco-
nomic group, and their new wants and
needs, created by new living standards, have
barely been scratched. Personal income for
May passed an annual total of 300 billion
dollars — 14 billion dollars more than a year
ago. a big increase in spending money.”
The observation, made for other lines, is
as pertinent to film industry as elsewhere.
Business is changing faster than ever. Com-
panies must sell to more customers. A ris-
ing break-even point and a high tax rate
have put business in a position where profits
lie in the area of greater sales. And we can
sell more if we work everlastingly, and en-
thusiastically at the marketing job. We
have always talked about “merchandising
the picture.” That was Henderson Richey’s
slogan in Metro’s exhibitor relations depart-
ment, ten years ago. Now, we must face it,
along with others who feel the same pres-
sures, and for the same reasons. Changing

CINERAMA CELEBRATION

Harry Kalmine, vice president and gen-
eral manager of Stanley Warner Corpora-
tion, and two Quigley Grand Award
winners, Harry Goldberg, advertising and
publicity director for the Corporation, and
Everett Callow, now assigned to Cinerama,
were all in Minneapolis for the opening of
"Cinerama Holiday" at the Century thea-
tre, last week.

But that is not the news we wish to
accent here. The previous "This Is
Cinerama" program had just completed
sixty-seven weeks in the same theatre,
and closed to a gross tor the last week, of
$30,000. That's unbelievable — in Minne-
apolis, or for any run within a thousand
miles, and the motion picture industry
would never have dreamed of anything
like it, back in 1950, B. C., meaning "Be-
fore Cinerama" — it's too fantastic.

It has not only happened in Minneapolis,
but Harry Goldberg tells us it happens
everywhere, in the twenty-odd cities where
"Cinerama" is playing. Five or six weeks
would normally be a long run, in Minneap-
olis— but "Cinerama" stays tor consider-
ably more than a full year, at prices up to
$2.65 top. And, invariably, the last weeks
of the run will climb to new highs, occa-
sioned by people who don't want to miss
the production that is still playing. Who
says that we have scratched the surface of
today's market for motion pictures in thea-
tres — and the future isn't a bright
prospect?

conditions have made advertising a vastly
more essential link in the business of sell-
ing motion pictures — or any product — to the
ultimate consumer. The theatre owner and
manager, at the point of sale, is the driving
force that will bring results at the box-
office, which can’t be wished for — or legis-
lated in our behalf.

^ COMPO, in the 49th of its series of
friendly talks to the newspaper fraternity,
as full-page advertisements in Editor &
Publisher — which, incidentally, is the best
example of public relations in the history
of film industry — draws a picture of crowds
entering a theatre lobby to deposit their
ballots in our National Audience Poll, and
they say to the publishers, “These are
YOUR readers, they’re voting with ballots
cut from your paper.” Which is exactly on
the beam, calculated to obtain the coopera-
tion and support of our co-sponsors in this
endeavor — the friendly newspaper in each
community, large or small. Theatre man-
agers will take their campaign books to the
newspaper office, and vice versa. They will
come seeking their opportunity to take part
in anything as provocative in public inter-
est. Millions of votes will be cast — we ex-
pect a landslide — and in every city and town
there are sponsors waiting to get on the
bandwagon. We also note, with pleasure,
that in some National Theatre towns, sub-
stantial prizes are being put up for local
winners — such as new houses, for instance,
or new automobiles and big money prizes —
all underwritten by cooperative advertisers
who want to share the benefits.

^ FRANK MAYO, famous actor in the
1870’s, used to live in our home town of
Canton, Pa., and so we are doubly interested
in "Davy Crockett” which was Frank
Mayo’s greatest stage success. In coonskin
cap and fringed buckskins, he played more
than 2,000 performances in his most popular
role. The Nczv York IVorld Telegram says
that back in 1878, New York was agog over
the exploits of that wonderous frontiersman,
and Frank Mayo idolizers stormed the
Grand Opera House and other theatres to
see the Shakespearian actor who found re-
warding material in the “Davy Crockett’’
part. The Third Avenue “El” was an im-
portant link — as the "subway circuit” of its
time — and Frank iMayo barnstormed from
the Bowery, to Harlem. — Walter Brooks

MANAGERS' ROUND TABLE SECTION, AUGUST 6, 1955

Ann Mill er, MGM's pretty star, has visited a score of
countries on three continents, as good will and good pub-
licity for movies. Here she is with Maurice Chevalier,
who gave her a warm welcome in Paris.

Dancing Star

Delphiniums, and photographers, greet her arrival at the Empire
theatre in London. The glorious flowers were especially grown and
named in honor of the charming visitor, as a tribute to her slender
grace and beauty.

Sells Movies

You don't have to
read Arabic to un-
derstand this street
ballyhoo for "Hit
the Deck" at the
Metro theatre, Cairo,
Egypt. Ann made a
great hit in the land
of the Ph ardohs.

Ann Miller went first to Sydney, for the premiere of "Interrupted
Melody" — the life story of Australian-born Marjorie Lawrence — and hero
she is welcomed by descendants of the aboriginal tribes who met Captain
Cook when he landed at Botany Bay in 1770.

She made a pretty picture, in the Old Mont-
martre section of Paris, and one to attract the
attention of artists.

Ann Miller's arrival in Berlin, to attend the Film Festival.
As she leaves the Airport, she is assailed by aggressive
autograph seekers, waiting for her signature.

MOTION PICTURE HERALD, AUGUST 6, 1955

HARLEM, AND HACKENSACK-
WINNERS SPAN THE HUDSON

Because of the heat wave, and the fact
that we were overloaded with campaigns
from around the world, we postponed the
judging in the second quarter, until we were
two weeks behind schedule. But, we had
e.xperts, who knew all the routines, and they
picked two winners, on opposite sides of
the Hudson River. We compliment them
for their belief in community relations.

A Rig City Neighborhood

Robert Solomon, manager of Loew’s Vic-
toria theatre, in New York’s Harlem, took
top honors in large situations, for his good
handling of community relations with a
Negro audience. We commend to Alfred
Starr, chairman of the board for Theatre
Owners of America, and Milton Starr,
president of Bijou Amusement Company,
operating fifty theatres for Negro audiences
in eleven states, that they watch closely the
showmanship of Bob Solomon, Hugh Bor-
land, Rocque Cassamasine, and others of the
Round Table, who have had unusual success
with colored patronage.

Good Suburban Community

Diane Gordon, across the Hudson in New
Jersey, had a similar reception for her ex-
cellent community relations, which includes
her previous small theatre in Jersey City
and her present situation, also with the
Stanley Warner circuit, at the Oritani
theatre, Hackensack. Diane has a fine rec-
ord, and she gets fine results in her com-
munity enterprise. Among the Scroll of
Honor winners, in alphabetical order, are
the following ;

H. G. Boesel, Palace theatre, Milwaukee,
Wise.

Denis Cave, Regal theatre, London, Eng-
land.

Max Cooper, Cove theatre, Glen Cove,
New York.

George Forhan, Belle theatre, Belleville,
Ont.

Rod Gurr, Metro-Goldwyn-Mayer, Sydney,
Australia.

Al Perkins, Roxy theatre. Midland, Ont.
Joe Tolve, Capitol theatre. Port Chester,
New York.

And then came. Overseas, where we were
over-board. In the market which accounts
for more than half of the revenue of Amer-
ican film industry, we were glad to have
Arthur Pincus as a consulting expert. He
picked the campaign submitted by H. G.
Schenk, publicist for Paramount Films in
Berlin, Germany, on “White Christmas” as
the best of the lot — and nominated several
Scroll of Honor and Citation winners to
follow his lead. It’s a large world, and we
are increasingly aware of it !

Hof, wasn't if? We simmered down the number of entries in the second quarter to a
mere sixty-two, in the fear that our judges would melt during the arduous process of
picking the winners, but they survived — and here you see them, from left to right; Arthur
Pincus, assistant director of publicity for Loew's International as our expert on overseas
showmanship, Charley Hacker, manager of operations at the Radio City Music Hall, and
Lige Brien, director of promotion and special events for United Artists, both Quigley
Grand Award winners and veterans of these quarterly judgings. The interesting pose is
the result of a first call for lunch!

Znd Quarter Citation Winners

D. A. ALLAN
Metro, Perth, Aust.

J. ALLCHURCH
Gaumont, Preston, Eng.

TED ALLEN
Rivoli

Hempstead, N. Y.

JOHN BALMER
Mayfair

Asbury Pk., N. J.

F. BICKLER
Wisconsin, Milwaukee

EDELBERTO CARRERA
Trianon, Havana, Cuba

E. J. CLUMB
Riverside, Milwaukee

D. S. COPELAND
Globe, Stockton, Eng.

TED DAVIDSON
Majestic

Perth Amboy, N. J.

W. E. DENNIS
Cla-Zel

Bowling Green, Ohio

PHILIP DE SCHAAP
Paramount Films
Amsterdam, Holland

JOHN M. ENDRES
Calderone
Hempstead, N. Y.

PAUL FLODIN
Paramount Films
Stockholm, Sweden

HERMAN FLYNN
Paramount Films
Sydney, Australia

ED FORCE

Brandeis, Omaha, Neb.

GEORGE FORHAN
Belie, Belleville, Can.

ANDRE FRANCOIS
Paramount Films
Brussels, Belgium

CHARLES GAUDINO
Loew's

Springfield, Mass.

HARRY GREAVES
Winter Garden
Queensland, Aust.

MEL JOLLEY
Century, Hamilton, Can.

MARGE KEINATH
Jackson

Jackson Heights, N. Y.
I. KLEIN

Tower, Peckham, Eng.

P. H. KRISHNA
Columbia Pictures
Bangkok, Thailand

A. LA HAYE
Gaumont, London, Eng.

A. LOEWENTHAL
Ward, New York

LILLIAN MeVEIGH
Manhasset
Manhasset, N. Y.

TONY MASELLA
Palace, Meriden, Conn.

NAT MATTHEWS
Ritz, Leyton, Eng.

ED MEADE
Shea, Buffalo, N. Y.

AL MESKIS

Warner

Milwaukee, Wis.

H. S. MOH
Paramount Films
Hong Kong

VIERI NICCOLI
Paramount Films
Rome, Italy

VICTOR NOWE
Odeon, Toronto, Can.

L. OLDMEADOW
Metro-Goldwyn-Mayer
Melbourne, Aust.

FRANK PAGE
Regent, Deal, Eng>

CHARLES PEMBERTON
Payret, Havana, Cuba

GEORGE PETERS
Loew's, Richmond, Va.

JACK PLUNKETT
Paramount Films
Paris, France

R. M. RICHARDS
Majestic

Melbourne, Aust.

MORRIS ROSENTHAL
Poll, New Haven, Conn.

ANTONIO SASTRE
Paramount Films
Mexico, Mexico

JERRY SCHUR
Uptown, Los Angeles

JACK SIDNEY
Century, Baltimore, Md.

F. W. SMITH
Centre, Monroe, N. C.

ESTELLE STEINBACH
Garfield, Milwaukee

G. A. WALTERS
Prince Edward
Charlottetown, Can.

B. WIGGLESWORTH
Metro, Brisbane, Aust.

LES WOODS

Bronxville
Bronxville, N. Y.

MANAGERS' ROUND TABLE SECTION. AUGUST 6. 1955

British Bound Table

aj J. AuLCHfRCH, assistant manager of the

Gaumont. Preston, had a ]\Iesserschmitt
scooter displayed in his lobby and touring the
streets with throwaways when he played "Prize
of Gold." and two of the scooters were offered
as prizes in a tie-in contest. . . . H. Bailey,
manager of the New Empress, Nottingham,
carried out a comprehensive campaign on "Beau
Brummell," with seven full window displays
and contest cards handed out by a suitably
dressed man, part of his exploitation. . . . Man-
ager J. W. Bonxick of the Regal. Halifax,
with a doorman who works days at a factory
employing 4.000 had him distribute throw-
aways as the workers were leaving, to adver-
tise "Raising a Riot.” . . . C. F. Bkodie. man-
ager of the Regal, Barrow-in-Furness, tied up
with a pet shop for a window display with two
live monkeys for "Tarzan’s Hidden Jungle"
which attracted plenty of attention. ... A.
Buckley, assistant manager of the Capitol,
Bolton, arranged a lobby display for “Raising
a Riot” of baby carriage, play pen and other
equipment with a line of diapers spelling out
the name of the film. . . . D. M. C.^mpbell,
manager of the Regal, Stirling, gave his “Beau
Brummell’’ exploitation a different twist by
handing out cards to smartly dressed men in-
viting them to enter the contest for the “Brum-
mell" statuette. . . . Dexis C.we, assistant man-
ager of the Regal, S. E. London, put on an
all-out campaign for “Seven Brides for Seven
Brothers," utilizing 26 angles of approach. A
pep talk in advance to the staff on the quality
of the film caused them to spread the word.

. . . J. D. Clark, trainee manager of the
Gaumont, Sheffield, arranged with the local
Ship Model Society for a lobby display of
model ships for “The Eternal Sea,” with a
member of the Society on hand each evening
giving detailed explanations. . . . Fr.ank Clews,
assistant manager of the Olympia, Glasgow,
had a model dressed a la Parisienne, carrying
gaily decorated hat box with credits for “The
Last Time I Saw Paris.”

▼ T

D. S. Copeland, assistant manager of

the Globe, Stockton-on-Tees, promoted
overprinted drink mats for distribution to local
inns and hotels from a sherry maker who also
supplied sherry which was served to picked
patrons at the late evening showing of “Beau
Brummell.” . . . R. J. Crabb, manager of the
Lyric, Wellingborough, promoted l,dfW brass
rings from a local jeweler which were distrib-
uted in sealed envelopes as a reminder to see
“Seven Brides for Seven Brothers.” . . . Peter
Dryhurst, manager of the Regal, Camberwell,
took advantage of the fact that a local carnival
would be parading during his “A Star is Born ’
playdate and rigged up a float, with one of
his staff depicting Judy Garland in a swing,
l^ter the float toured the town to further ad-
vertise the picture. . . . S. K. Ellis, recently
made manager of the Regal, Hammersmith,
masked his staff when he played “The Purple
Mask” and had a Tony Curtis identification
competition. . . . Georoe Fawcett, manager of
the Plaza, Queensferry, used throwaways in
the form of summonses for “Rogue Cop” and
Iiublished a set of six action strip pictures,
two each week, for advance interest. . . .
Arthur Gadsby, manager of the Oxford,
W'hitstable, promoted a column in the local
pajier for “A Star is Born” headed “Most
Anticipated Film of Our Time” and used an
attractive truck display with suspended star.
. . . To.m Grazier, manager of the Arcade,
Darlington, promoted the use of a strip cartoon
!»n “Duel in the Jungle” which ran in the local
newspaper three days prior to and three days
during playdate, with an ad for the picture
above the strip. . . . L. Harvey, manager of
the Ritz, Romford, and his assistant, J. Sar-

GE.AXT, arranged a lobby display of a beautifully
set table for “Seven Brides for Seven Broth-
ers,” which on opening night was used for a
reception to the Alayor and Mayoress and the
press. , . . C. A. Hodgson, assistant manager
of the City Picture House, Carlisle, managed
to get a five installment serialization of “Her
Twelve Men” in the local newspaper prior to
and during playdate and had a film memory
competition via 2,000 throwaways, with guest
tickets as prizes.

▼ T

• I R. Hornsby, manager of the Ro.xy, Ash-
by, sends photos of the winners in his
Miss Neptune Contest to tie in with “Mad
About Men,” which he says represents a lot
of hard work but resulted in good press and
very good box office. . . . D. Hughes, manager
of the Cabot, Bristol — ever the opportunist- —
heJd a contest at the children’s show in advance
of playing “Phffft.” Those who could pro-
nounce the word 12 times over the mike with-
out stopping were awarded prizes. ... I. Klein,
manager of the Tower, Peckham, used an
eight-foot telephone for “A Star is Born” lobby
display, with sign “Make a Date With Judy”
and tape recorder playing back a recording
from the film. . . . D. E. Lacey, assistant man-
ager of the Regal, Wembley, promoted swim
suits as prizes in a swim suit competition, with
mannequins modeling the suits. With Cinema-
Scope taking up all of his stage, it was neces-
sary to build a rostrum in the orchestra for
the parade. . , . G. Lennox, assistant manager
of the Regal, Stirling, Scotland, reports that
by the time he played “Unchained,” the theme
song from the picture had become a top hit
and it was therefore easy to get the music
stores to provide good windows. . , , B. C.
Lewis, recently transferred as manager of the
Regal, Wallingford, invited all members of the
local Women’s Institute to the first showing
of “One Good Turn,” resulting in good word-
of-mouth advertising. , , . G. Lockyer, man-
ager of the Odeon, Stafford, obtained a write-
up with four pictures in the local newspaper
in praise of his Saturday morning Children’s
Cinema Club. . . . L. Lovell, manager of the
Regal, Edinburgh, chose “Seven Brides for
Seven Brothers” as his first sneak preview, with
the press running opinions of patrons on a
sneak preview, which were all favorable. He
advertised for seven handsome young men to

act as escorts for the seven mannequin brides
on stage — and got them ! . . . Desmond McKay,
manager of the Regal, Dumfries, and his as-
sistant, H. W. Bailie, promoted a cooperative
half-page for “Beau Brummell” and organized
a search for the local “Beau Brummell,” who
turned out to be the Town Provost.

T V

Nat Matthews, manager of the Ritz,

Leyton, executed the greatest campaign
for “Deep in My Heart” he had on any film
in recent years, his singing contest being the
high point and receiving good newspaper space.

. . . F. Mawby, manager of the Empress, Urm-
ston, gained much advance attention for “Ring
of Fear” with the antics of two of his staff
in clown and bear costumes in lobby and street.

. . . Frank Page, manager of the Regent, Deal,
by some means or other managed to get one
of the leading insurance companies to issue
£5,000,000 policy against dying from laughter
when seeing “The Long, Long Trailer,” with
the actual policy on display in the lobby. Un-
able to get the loan of a long trailer, he went
to the other extreme, and labeled his own
Mini car a “Short, Short Trailer” covering it
with picture credits. . . . R. W. Parker, now
manager of the Savoy, Exeter, carried out a
fine campaign on “The Last Time I Saw
Paris” while he was at the Regal, Torquay. A
Renault car was promoted for lobby display,
with a 17 foot Eiffel Tower in the background,
a gendarme uniform hired for his six foot door-
man and a friend pressed into service to model
a chic outfit promoted from a leading store.
“Fifi,” a borrowed French poodle completed the
picture. . . . H. Roberts, manager of the Capitol,
Wallasey, played up the strong man angle
in “.-\thena,” arranging a contest to find Mr.
Wallasey and Mr. Wallasey, Jr., and the event
was given excellent press coverage. . . . Sydney
L. Sale, manager of the Granada, Dover, had
as his main tieup for “Green Fire” a jewelry
shop window display with a huge green stone
purported to be a replica of the famous “Green
Fire,” blow-up of Grace Kelly and picture
credits. . . . A. L. Sargeant, assistant manager
of the Regal, Camberwell, had four large local
factories distribute autographed portraits to
workers with their wages in a tieup for "Many
Rivers to Cross. . . . Frank Seymour, manager
of the Ritz, Potters Bar, had a contest to
find deliberate mistakes in two window displays
in his lobby, with nylon hose for winners and
passes for runners-up. . . . G. C. Williams,
manager of the Regent, Chatham, distributed
cards sprayed with Evening in Paris perfume
in advance of “The Last Time I Saw Paris”
playdate. —IV. T.

Frank Page, manager of the Regent cinema, Deal, England, is surely ingenious and has a
typically British sense of humor, which is keen. When he couldn't find a "caravan" — as
they call trailers over there, he produced this "short, short car" to advertise "The Long,
Long Trailer." And for this MGM comedy, he managed to get a leading insurance company
to write a five million pound policy — against onyone "dying from laughter."

MOTION PICTURE HERALD, AUGUST 6, 1955

CLASSIFIED ADVERTISING

Fifteen cents per word, money-order or check with copy. Count initials, box number and address. Minimum insertion $ 1 .50. Four
insertions for the price of three. Contract rates on application. No border or cuts. Forms close Mondays at 5 P.M. Publisher
reserves the right to reject any copy. Film and trailer advertising not accepted. Classified advertising not subject to agency
commission. Address copy and checks; MOTION PICTURE HERALD, Classified Dept., Rockefeller Center, New York (20)

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SEATING

V.ACATING OUR IRVINGTON, N. J. warehouse.
All chairs sacrificed-prices start @ $2.95. S. O. S.
CINEMA SUPPLY CORPORATION, 602 W. 52nd
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USED EQUIPMENT

150-PROJECT1ON LENSES— 150. SUPER SNAP-
lite fl. 9 $170 pr. ; Superlite 2J4”-5J4'’ $150

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day. S. O. S. CINEMA supply CORP., 602 W.
52nd St., New York 19.

YOU SAVE AT STAR! RCA BELT DRIVE
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for heaviest TV or Movie Cameras on 3 wheel dolly,
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cameras, $195. S. O. S. aNEMA SUPPLY CORP.,
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NEW EQUIPMENT

VALUE UNSURPASSED! SEAMLESS METAL-
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York 19.

SERVICES

WINDOW CARDS, PROGRAMS. HERALDS,
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MOTION PICTURE AND TELEVISION ALMA-
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Contains over 12,000 biographies of important motion
picture personalities. Also all industry statistics.
Complete listings of feature pictures 1944 to date. Order
your copy today, $5.00 postage included. Send remit-
tance to QUIGLEY BOOKSHOP. 1270 Sixth Avenue.
New York 20, N. Y.

RICHARDSON’S BLUEBCK>K OF PROJECTION.
New 8th Edition. Revised to deal with the latest tech-
nical developments in motion picture projection and
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especially prepared for the instruction of theatre pro-
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the art of the motion picture. ’The standard textbook
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Invaluable to beginner and expert. Best seller since
1911. 662 pages, cloth bound, $7.25 postpaid. QUIGLEY
BOOKSHOP, 1270 Sixth Avenue, New York 20, N. Y.

THEATRES

FOR SALE. DUE TO HEAL’TH. MODERN
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Heavily populated. Excellent location. Wide-Screen,
CinemaScope, modern snack bar, playground. Will
sacrifice. Must see to appreciate. Apply to BOX
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TV Film Cade
Called ]\eed

WASHINGTON : Senator Estes Kefauver
(D., Tenn.) warned here last week that
firms producing films for television should
have some sort of industry code on film con-
tent. He made the statement in a summary
of the work thus far of his special subcom-
mittee studying juvenile delinquency.

The life of the subcommittee has just been
extended through next January 31. The sub-
committee has been looking into the effect
of horror and crime films and TV programs
on teenagers. Some further hearings on
the film situation are likely in the Fall,
subcommittee officials have indicated.

Senator Kefauver said the television in-
dustry, “brought face to face with the prob-
lem of its influence on juvenile conduct,”
was taking steps to improve its programs.
However, he noted that while most broad-
casters adhere to the radio and television

code, those producing films for television
have no restrictions of their own on content.

Turning to the motion picture industry,
the Senator said the Advertising Code
“seems to have been administered far too
laxly in the last few years. . . . Both the mo-
tion picture producers and the advertisers
have finely-worded codes, but too often these
codes are violated.”

TV Set Retailers Vote
Opposition to Toll TV

CHICAGO : More than 4,000 television set
retailers from every section of the country
voted 14 to 1 against any form of toll TV,
in a poll conducted at the week-long an-
nual convention of the National Associa-
tion of Music Merchants just concluded at
the Palmer House here last week. Of the
more than 5,000 retailers registered, 4,200
were queried in the poll. A total of 3,630
were opposed to toll TV, 320 were in favor,
and 250 expressed no preference. Many of
those opposed said plans to install “slot
machines” on sets has had an adverse effect

among potential buyers both of their first
TV sets and replacements. Growing num-
bers of viewers, they added, express con-
cern that obligations for time payments
would be swelled by charges for viewing
and some shoppers declared they would not
commit themselves to a purchase until the
issue was resolved.

SMPTE Says It Gained 600
Now Members, Totals 5,330

During the past six months or so, some
600 new members have been listed and the
roster now is 5,330, the Society of Motion
Picture and Television Engineers has an-
nounced, in New York. The board, meeting
there this week, authorized a 20 per cent
increase in monies for its “Journal,” and
appointment of a delegate to the Acoustical
Standards Board of the American Standards
Association. It also decided its 84th con-
vention would be at the Sheraton Cadillac
Hotel, Detroit, October 19-24, 1958, and its
86th at the New York Statler October 5-8,
1959.

MOTION PICTURE HERALD, AUGUST 6. 1955

50,000,000 times a day ...

IT’S A MATTER OF PREFERENCE-

Coca-Cola is the most asked-for

soft drink among people 'on the job”*

r As they work, Americans drink more
Coca-Cola than all other soft drinks
combined.

REFRESHA^FNTS

3. Their preference is your profit
when you feature Coca-Cola.

2. After work, these same people fill
your theatre.

*1954 surveys by
Alfred Politz Research, Inc.

Of theatres handling beverages

more than 3 out of 4 sell Coke!

“COKE” IS A REGISTERED TRAOE*MARK

GEORGE SCHUTZ, Director . . . CARL R. MOS, Associate Editor

A Merchandising Program That
Hiked Sales 3^ per Customer

With a campaign that empha-
sized neat and convenient ar-
rangement of equipment and
attractive displays of all refresh-
ment products, backed by a
number of special exploitation
efforts, exceptional sales results
have been achieved at Famous
Players’ Palace theatre in Wind-
sor, Ontario. Told here are some
of thVimportant elements in the
scheme as carried out by Ed
Lamoureux, manager of the thea-
tre, that brought an average
increase in sales of 3c a patron.

Advantages of a self-service policy are ex-
ploited at the Palace snack bar with several
products, including candy, which is sold from
open shelves (see left) where it is stacked
in massive array. In addition ice cream is
dispensed from a self-service freezer (above)
and potato chips from a display rack above
that unit which is easily accessible to patrons.

THROUGH an intensive
merchandising program conducted recently
at Famous Players’ Palace theatre in Wind-
sor, Ontario, Manager Ed Lamoureux was
able to record an average increase in re-
freshment sales of 3^ per customer! His
campaign constitutes a blueprint for theatre
snack stand operation which might well be
studied by managers seeking to attain simi-
larly exceptional results.

It is notable in Mr. Lamoureux’ report
on his efforts that, while he exploited a
variety of “special” promotional possibili-
ties, such as free candy samples and sea-
sonal stand decorations, the greater em-
phasis was placed on certain fundamentals

of efficient refreshment operation in arrang-
ing and displaying merchandise at the stand
and in instructing attendants in aggressive
techniques of merchandising.

Good refreshment merchandising begins
with the physical stand itself — its location
and the equipment layout. At the Palace
the snack bar has been placed in the inner
lobby adjacent both to the balcony stairs
and the doors to the main auditorium where
it catches the eyes of all incoming patrons.
And the equipment is arranged so that the
various products can be attractively and
prominently displayed in addition to afford-
ing convenience for both patrons and clerks.

The stand is constructed in a corner of

the lobby at a right angle, with the pop-
corn warmer placed on the left (see photo).
Next to it is the automatic butter dispenser,
napkins and salt shakers. The long front
counter contains large candy shelves, which
are open for self-service by customers. A
smaller candy case is next to the large one,
and behind it on the counter is an animated
beverage dispenser. Next to this in front
is the self-service ice cream freezer, on the
counter behind which is a display unit for
potato chips and a Pepsi-Cola dispenser.
At the end of the counter is a frankfurter
warmer, in front of which is a built-in
shelf with plastic containers for condiments.

Placed about the stand are a great many

BETTER REFRESHMENT MERCHANDISING

m 1

IlL

^ f

Arrangement of the refreshment
equipment at the Palace and the
general display scheme is indi-
cated in the view at left taken
when the stand was also decorated
tor the Christmas season last year.
The popcorn warmer is placed on
the left, and on the counter next
to it are the automatic butter dis-
penser, napkins and salt shakers.
The long front counter contains
large candy shelves, which are
open for self-service. A smaller
candy case is next to the large
ones, and behind it on the counter
is an animated beverage dispenser.
Next to this in front is the self-
service ice cream freezer, on the
counter behind which are a dis-
play-unit for potato chips and a
Pepsi-Cola dispenser. At the right
end is the frankfurter warmer and
the condiment table. For additional
revenue a small stand has been
placed on the mezzanine level for
patrons sitting upstairs (see be-
low). Equipped for self-service it
is stocked with boxed popcorn,
potato chips and ice cream. This
stand is attended by the usher
checking the mezzanine tickets.

rORVOUS. co>

Patrons of the Pal ace are notified that
the snack bar will be open until shortly
after the last feature begins by this sign
placed above the door to the stock room.
The clock has movable hands for chang-
ing the time as necessary.

signs, prominently displayed to identify the
various items offered. They state that pop-
corn is sold at for regular and 25^ for
buttered; potato chips are in two sizes, 15^
and 25^*; beverages sell for 10^^ and 20^;
ice cream for 10(^ and 15^^; frankfurters
for 25c ; and candy in several sizes. An-
other sign advises patrons that the stand is
kept open until just after the last feature
begins for their convenience.

A fundamental rule of merchandising
observed by Mr. Lamoureux is that the
stand should be well stocked rvith the vari-
ous types of products at all times. This is
particularly true with candy which he sells,
as noted previously, from open display
shelves in massive array. In arranging the
candy stock he places the most expensive
items — such as the 25('- cellophane pack-
ages— on the first shelf so that they will he
closest to the customers.

In doing this he tripled the sales of the
large-size candies, of which he handles
about 12 different types. A believer in han-
dling only “best-sellers” Mr. Lamoureux
immediately eliminates from stock any type
of candy that drops in sales. Where pre-
viously 56 different bars Avere sold they
have now been cut to 22.

Self-service is also applied to as many
other products as possible on the theory that
it not only speeds up turnover and increases
sales but relieves personnel of rvork as Avell.
Potato chips, for instance, have proved a
big seller at the Palace, and Mr. Lamou-
reux attributes their success to the fact that
they are neatly displayed on a rack in front
of the stand in easy reach of the patrons.

Also stacked in massive style in a self-
service unit i> ice cream. Signs on top an-
nounce the three types available: bon bons,
]()(!■, bars, 10('* and sundaes, 15(''.

In regard to sales of frankfurters, which

many indoor exhibitors are reluctant to
offer because they feel they conflict with
other products and are difficult to handle,
Mr. Lamoureux has this to say: “It has

been my experience that they will be rvell
received, even in a first-run ‘class’ theatre,
and there is very little trouble in serving
tliem. However, you must have a warmer
at the stand so they can be prepared in
advance. I have also found that the major-
ity of sales are made during lunch hours.”

Ascertaining the number of frankfurters
to prepare in advance presents no problem
either, Mr. Lamoureux has found. “After
a week’s experience our attendants discov-
ered just how many and when to prepare
them for advance sales, d'hey keep fresh
and hot in the steamer for at least two
hours, and the percentage of spoilage is
very low,” he said.

Great stress is also placed at the Palace
on the part that Avell-trained attendants can

play in the success of the refreshment oper-
ation. In addition to being neat and dean
at all times and friendly toward the pa-
trons, attendants should be instructed in
aggressive sales techniques, according to
Mr. Lamoureux.

Such training should be similar to that
given sales personnel In retail department
stores, he believes, and when such a clinic
was offered recently by the Windsor Ad-
vertising and Sales Club he arranged for
his snack bar employees to attend. “This
course only cost me $10 per attendant,” he
declared, “and I feel I got my money back
within a week after it was held.”

By such a simple device as having the
attendant ask a patron who Avants popcorn,
“Buttered or plain?” these sales Avere in-
creased 30%. LikeAvise, Avith beverages,
the 20^' size can be sold just as easilv,
IMr. Lamoureux has found, if attendants
{Continued on page 46)

MOTION PICTURE HERALD. AUGUST 6, 1955

Theatre operators report

HIGHEST REFRESHMENT PROFITS
FROM LIMITED STAND SPACE
-with Pepsi-Cola!

omm

Photographed at Refreshment Stand, Lobby, Roxy Theatre, N. Y. C.

Pepsi turns
space into sales
at the fastest rate in
soft drink history.

Check your own operation.

Stand space is limited.

Traffic must turn over fast.

To get top volume from your refreshment space,
sell the brands in the biggest demand.

Pepsi-Cola is America’s fastest growing beverage.

Pepsi profit tops all nationally advertised and
nationally available cola syrup lines. Pepsi’s syrup
price is the lowest of any nationally advertised
cola. And Pepsi-Cola’s heavier baume gives you
13 extra 10<f drinks per gallon.

Pepsi can boost your beverage sales and profits
all along the line. Write today for full details.

Pepsi-Cola Company

3 West 57th Street, New York 19, N. Y.

in tlte/*ckah(fi^ih^ cn—

Building Soft Drink Demand
By Assuring Top Quality

By CURTIS MEES ^e\ng persnickety about your beverages pays o

• — and

that is why the Coca-Cola Company is helping theatres maintain proper
dispensing, as reported here by Curtis Mees, who writes regularly on
theatre management in Better Theatres.

MERCHANDISING TECH-
NIQUES today go a long way beyond adver-
tising and display. There would seem to be
no better example of this than the methods
employed by the Coca-Cola Company. We
have learned about them in a visit to the
headquarters of this company in Atlanta,
a visit prompted not so much by the fact
that Coca-Cola now is theatre merchandised
as to take advantage of that organization’s
unique experience in mass merchandising.

It Avas interesting to learn from Wilson
Franklin, regional sales manager, that the
company is taking measures to promote de-
mand for refreshing soft drinks at theatres
through a free service [See page 44] offer-
ing merchandising counsel and quality tests.
A remarkable aspect of this service is that
it is available without respect to a particular
kind or brand of soft drink. Good will is
doubtless one of the objectives, but the
broad policy under which this service is
offered is probably motivated quite as much
by the belief that anything which fosters
public demand for soft drinks at theatres is
likely to redound somewhere to the benefit
of Coca-Cola. That is modern merchan-
dising technique.

My talk with Mr. Franklin (which fol-
lowed an interview with Edgar J. Forio,
vice-president in charge of public relations,
on mass merchandising, a discussion that I
have reported in another article appearing
concurrently in Better Theatres) brought
forth some interesting facts concerning
methods of dispensing Coca-Cola and other
beverages. For drinks that require it, car-
bonation is a critical factor, involving both
the nature of the drink and the dispensing
equipment.

It is important that good carbonation be
a consistent factor. Coca-Cola has a very
high carbonation point — the bottles carry-
ing 3.5 volumes of gas. A fountain drink
may have a lower carbonation, which is not
the aim of the vendor but rather the fault
of equipment. Temperature has a lot to do
with carbonation, as a cold drink (about
34°) will take and hold the gas much better
than a warm liquid. For that reason, pre-
cooled syrups and water are very desirable.

The mechanism which performs the car-
bonation and the dispensing mixer are also
important. For example, the device which
infuses the water with gas may be of a very
high operating standard yet the gas may be
dissipated through faulty dispensing equip-
ment which agitates the water, thereby
causing it to bubble and lose its gas !

Fruit flavors require a lower level of
carbonation than Coca-Cola, which means
that vending equipment must be adjusted
for best results. (This has been one of the
faults of automatic drink vending equip-
ment, since some machines carbonated all
flavors at the same level.) Present auto-
matic machines, in many cases, now provide
for two levels of carbonation, one very high
for Coca-Cola and one much lower for fruit
flavors.

What is a volume of gas, you say? Now
that is a tricky question for the layman. As
applied to drinks we might boil it down to
the statement that it is a measure of gas
equal to the volume of liquid which it is to
carbonate. For example, in a bottle of Coca-
Cola having 3.5 volumes of gas, there
would be compressed within the bottle three
and a half times as much gas as the liquid
content. The engineers have lots more com-
plicated technical terms for this definition,
but that is as good an answer as any for
our purposes.

KEEPING PROPER SUPPLY

Have you considered “freshness” in your
drink syrups? These can go stale, just as
any other foodstuff, though they are not
apt to actually spoil for a long time. The
ideal practice is to carry on hand no more
than one week’s supply at a time. Of course
where inadequate supply may be a problem,
and where consumption is irregular, there
will have to be some leeway in the quantity
bought and stored. But generally speaking.

it is desirable to continually be buying
syrups, and rotating stock on hand so that
the oldest is used up first, just as should be
done with popcorn and candy.

The keynote to merchandising in the ap-
proach by the Coca-Cola Company, as dis-
closed by Mr. Franklin, is quality. They
feel that if quality can be maintained other
desirable features will naturally follow.
Mr. Franklin’s formula is to start with a
quality product (and this would apply to
other refreshment sales items as well as his
own), national brand merchandise which
can be depended upon for uniformity as
well as excellence.

Other quality features to be sought are :
quality of refrigeration, carbonation, fresh-
ness of syrup, dispensing equipment, and
the type of personnel handling sales!

When jVIr. Franklin’s agents offer their
assistance in surveying your methods of sell-
ing Coca-Cola they are interested in finding
ways and means to increase sales through
advertising displays in and near the counter ;
through suggested changes in equipment to
improve the quality of the drink and the
speed of services ; and through suggestions
for merchandising by the employees them-
selves.

If your theatre is not already trying one
of their most successful — and simple —
methods of boosting sales you might offer
both a 104 and a 20^ drink cup having
your attendants ask the one word “Large?”
when called upon hy a patron for a drink.
The results are phenomenal! And you
cannot be accused of “forcing” a high-
priced drink as though that were the only
one offered thereby creating buyer resist-
ance.

Mr. Franklin went on to elaborate on
the reasons fiational brand merchandising
is important for the refreshment depart-
ment. As he pointed out, such sales items
are pre-sold and make sales for themselves

MOTION PICTURE HERALD. AUGUST 6. 1955

Only the Manley

Vistapif

with Visual Popping
Gives You these
THREE BIG Features

for More Profits

MERCHANDISING ... the all new

VistaPop Kettle, with the see-through feature,
lets your customers actually see the corn popping.
Here is a sure-fire attention getter! Impulse buy-
ing is stimulated when customers see those ker-
nels of corn exploding into delicious, mouth-
watering popcorn. They like what they see . . .
they buy what they see!

2. CONTROLLED VOLUME . . . means

bigger profits from each lb. of corn popped. The
VistaPop lets you enjoy maximum profit poten-
tial by popping at the top volume inherent in the
com itself. How? By eliminating guesswork on
the part of the operator as to proper heat, and by
controlling the heat in the kettle itself. Con-
trolled heat and electrical energy supply assures
top popping volume.

1. MERCHANDISING

2. CONTROLLED VOLUME

3. QUALITY CONTROL

3. QUAlU^[^aNTKUL\^ that means
more sales, morel^eal sale5?-"Wew, “hot air condi-
tioned” warming pan keeps popped corn fresh, hot
and crisp. Even high humidity will not make com
soggy or unsaleable. “Hot air conditioning” with
forced draft heat is an exclusive with the Manley
VistaPop. This quality control feature results in
tastier popcorn . . . more repeat sales.

THE PROOF IS IN PERFORMANCE

A group of 20 VistaPop Kettles were
exhaustively field tested for a period
of 14 months in actual locations
throughout the coimtry. Results?
Each machine was within 7% of the
others in dollar yield per lb. of corn.
Let your Manley representative give
you all the facts and figures on the
sales and operating performance of
the new Manley VistaPop. Just send
in the coupon and get all the facts.

GET YOUR

MAXIMUM

POPCORN

PROFIT

POTENTIAL!

FILL OUT

AND MAIL

THIS

COUPON

NOW!

MANLEY, INC. 1920 Wyandotte Street,

Kansas City 8, Missouri MPH-855

□ I want to know more about how the new Manley
VistaPop can increase my sales and profits.

□ I would like to have a Manley representative call on
me. I understand, of course, that there is no obliga-
tion.

Name.

Address.

jtone State i

Spacious Single-Counter Snack Bar
For New WOO-Car Drive-In Theatre

■ Drive-in theatre operators have long been in disagreement as to which is the
best scheme of service tor their refreshment operations — a cafeteria, a general
counter or a two-or-more station system. The problem is, of course, finding the
method which combines speed with efficiency as the bulk of each evening's
business must usually be done within a short intermission period. Recently an
increase has been noted in the number of drive-ins adopting the cafeteria system
— particularly those having a large car capacity. However, Walter Reade Thea-
tres, Inc., in constructing its new 1000-car Absecon drive-in at Absecon, N. J.,
which is just outside Atlantic City, chose a single counter system with service
to be provided from three sides (see photo above). The circuit, which operates
seven drive-ins in New Jersey, employs both cafeteria and counter systems,
having found there are numerous advantages in both and the type of service
must be selected according to the individual situation. At the new Absecon
(a general description of which appears in the Better Theatres section of this
issue) the layout has been designed to provide ample space throughout. The
counter has been set far back from the front and side entrances, giving the
customers plenty of room, and there is a depth of nearly 20 feet from the front
of the counter to the rear wall so that the attendants may move about freely.
To speed service double banks of drink fountains have been placed at both ends
of the counter, and the Manley popcorn machine on the left is supplemented
by a warmer on the right for patrons seeking service at that end. In the center
of the front counter the frankfurter and hamburger grill has been placed with
friers for potatoes, shrim,p and chicken at each side and a bun warmer adjacent.
The refreshment counter is finished in ridged, ribbed wood and painted a light
green. The walls are of cinder block and the floor poured concrete painted with
a rubberized plant. Condiment counters are on both sides by entrance doors.
The building is entered from doors in front and on either side (see view below).

at a much faster pace than attendants can
perform when faced with the problems of
“selling” some relatively unknown product.

T his is worth serious consideration in our
operations because speed of sales at peak
periods can, in many cases, more than offset
that slight price advantage accruing from
the purchase of off-brand merchandise.

I'he Coca-Cola Company has no interest
profit-wise in the various equipment avail-
able for dispensing their drinks, but they
are interested in maintenance of quality
control in the finished drink. For that rea-
son, their laboratories take the drink ma-
chines in and test them exhaustively so the
company is in a position to know which
manufacturers meet their exacting stand-
ards.

It was interesting to discuss the adver-
tising side of the sales program with Coca-
Cola officials as one of our notions about
this was completely shattered. We were of
the opinion (where we got it we cannot
say for sure — it was just “one of those
things we heard about”) that there was a
fixed procedure for determining Coca-Cola
advertising budgets. We had the impression
that if Coke made a million this year, they
plowed back about half of that into in-
creased advertising for the following year.
Or something like that.

SETTING UP THE BUDGET

It seems, however, that advertising bud-
gets are decided at the policy level by a
Hoard of Directors who are widely experi-
enced in such matters. Individual items of
the budget might be approved or disap-
proved much as would our own advertising
plans worked out with the distributors on
a “co-op” campaign trying to keep every-
one happy. And, as in any other well-
organized business, during times of de-
pressed business activity there might be
official frowns upon what might be con-
sidered extravagant gestures.

In only two years of its existence, how-
ever, has the Coca-Cola advertising budget
suffered a cutback. This occurred in 1918,
after the First World War, and again in
1933, as a result of the depression which
affected every industry. Otherwise there
has been a steady increase of advertising
dollars for this popular soft drink, which
carries the familiar trade-mark all the way
around the globe.

Another surprising thing to learn was
that it was only after 1928 that bottle sales
exceeded fountain sales! Truly this was a
beverage nourished at the American soda
fountain — but with changing times the
parent company has exercised its flexibility
in planning to meet current problems. As
of today the sales of Coke are divided
roughly 80% for bottles as compared with
20% for fountain sales (which include
most theatre sales, since we find bottles
inconvenient in our theatres.)

MOTION PICTURE HERALD, AUGUST 6, 1955

Petple &r
tifeductA

by Carl R. Mas

Coonskin Cash-In

IN dan’l boone’s
stamping - ground in
Richmond, Ky., the
IVIadison theatre’s
manager, Ken Carter tied in his candy ma-
chines with “Davy Crockett, King of the
Wild Frontier.” Ken promoted 100 small
Davy Crockett figurines from the new J. J.
Newberry store there, and in his candy
machines he set up a “Davy Crockett Sur-
prise Column,” in which roughly every fifth
item vended was attached to a miniature
Davy Crockett.

Quoting Ken : “This caused quite a run
on the machines and resulted in greatly
increased confectionery receipts for five
days before opening and on opening day.”
Shows there’s more than one way to skin
a ’coon.

Irving Mack, Mr. Filmack himself, has come
up with a bright new set of trailers with stunts
promoting drive-in theatre snack bars. All of
them simple, easy to work, proven effective.
Among the intriguing trailer titles: Poultry
Scramble, Buck Night, Dusk to Dawn Shows,
Balloon Giveaway, Clock Game, License Night.
And every one of them steers patrons toward
the refreshment stand.

Walter Reade Reaches Out

WALTER READE Theatres’
prexy, Walter Reade, Jr., reports wider
activity for the company’s catering depart-
ment with the recently awarded food sales
and parking lot concessions at the American
Shakespearean Festival, Stratford, Conn.
This six-year deal is in addition to operat-
ing all food sales facilities at Storyland
Village, Neptune, N. J., and Fairytowm
U.S.A. in Middle Island Village on Long
Island — both fabulous children’s -recreation
centers.

Besides, the catering department, oper-
ates the concessions in restaurants, stock car
and horse racing tracks and beach clubs,
plus those in 40 theatres coast-to-coast.
Proves how applied showmanship can pay
off in refreshment merchandising. And
expect even more enterprise from Walter
Reade activities with the appointment of
Albert Floerscheimer, Jr., as new concesh

BETTER REFRESHMENT MERCHANDISING

chief. A1 was previously the circuit’s ad-
publicity head. So it figures.

•

Carl Siegel, Stanley Warner concession head
and IPA exhibit chairman, reveals that over
85% of the 117 booths at the November con-
vention in Chicago have already been spoken
for. That's a new record and shows how im-
portant this show has become. If you’re planning
to be represented (and who isn’t?) better play
safe and make reservations now.

NEWS NOTES . . .

R. W. Moore, Canada Dry’s prexy, was
guest of honor on the WRCA-TV “Mr.

Executive” show. . . . Cantrell & Cochrane
is spending $4,000,000 on TV spots to plug
its Super Coola line. . . . Prexy Jeff Jaffee
reports Chunky Chocolates has purchased
ABC-TV'^’s “Super Circus” for fall show-
ing in 46 U.S. markets. . . . Thomas F.
Black, Cliquot Club head, announces
stepped-up merchandising activity to cele-
brate the company’s 75th anniversary. The
trade mark Eskimo boy will get a girl
friend, “Lotta Sparkle,” who will appear
with him in all media. . . . “Summer Thea-
tre,” over NBC-TV, is promoting Ameri-
can Chicle’s Clorets, Rolaids and Dentyne.
Ted Bates & Company, Chicle’s ad agency,
made the arrangements.

COCONUT— new

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THE NESTLE COMPANY. INC., 2 WILLIAM ST., WHITE PLAINS. N. Y.

Merchandise Mart

★ news of products for the theatre
refreshment service and their manufacturers

Report Shows Price Cut in "Five-Cent" Bars
Unlikely to Affect Sales of "Ten-Cent" Size

Doughnuts Popular at j

Connecticut Drive-In

Refreshment grosses at Lockwood &
Gordon's East Windsor (Conn.) drive-in
have been given a sizable boost by the
introduction of doughnuts — with the |

biggest sales occurring during the late I

intermission on Saturday nights. |

The service was started by patron 1

request some weeks ago, according to
Don Amos, Hartford division manager
for the circuit, who explains that
"customers, realizing they won't have to
dash out of the house early Sunday
morning for doughnuts, have been buying
them heavily." As many as 80 dozen
have been sold on a Saturday night,
he said.

THE RECENT reduction in
price of 24-count “five-cent” chocolate bars
from 85^ to 80^ by the Hershey Chocolate
Corporation and the Nestle Company will
have no “material effect” on the sale of
“dime” bars, according to an analysis of the
possible results made by the trade publica-
tion Candy Industry in a recent issue.
Sales of “dime” bars accounted for more
than 23% of the total bar goods volume
and more than 10% of total candy sales
during 1954, and advance reports from
manufacturers indicate this trend in the
growth of “dime” bar business has con-
tinued thus far in 1955, it was stated.

Several leading bar goods manufacturers
who sell both large and small sizes of their
products told the publication that the
“dime” type now amounts to 20% of their
entire volume. In addition one of the
country’s four top bar goods firms revealed
that 1954 was an especially good year from
the point of view of sales, but the “gains
were entirely in the dime bar field while
sales of nickel goods declined.”

The publication pointed out that P. A.
Staples, president and chairman of the
board of directors of Hershey, in announc-
ing the price reduction for 24-count bars,
indicated “there is a possibility that the size
of the solid chocolate bar will be increased
although he pointed out that there was less
likelihood of an increase in the weight of
the chocolate nut bars since the prices of
peanuts and almonds have increased.”

The present weight of Hershey ’s and
Nestle’s bars is J^ths of an ounce. “It is
conceivable,” the publication noted, “that
solid chocolate bars will be upped to a full
ounce if present cocoa bean prices remain
at current levels or go lower. The weight
will not be increased if cocoa bean prices
go higher.”

Neither Hershey nor Nestle announced
any changes in the price of “dime” bars
and none are contemplated, it was stated.
Hershey and Nestle “dime” bars sell at
$1.50 per box of 24 or the equivalent of
IStf for 12 bars.

The policy adopted last year by Nestle
to sell only “dime” bars in the Far West-
ern market will be continued, the publica-
tion reported, and the company is still con-
templating expanding exclusive “dime” bar
merchandising. Hershey ’s “dime” bar busi-
ness has grown, too, it was pointed out,
and the company does not plan any changes
in its marketing program, which gives the
larger bars full support.

Snack Bar Unit for
Popcorn and Drinks

A NEW SNACK bar unit,
which combines a drink dispenser with a
popcorn machine, has been added to its
line of refreshment equipment by Manley,

Inc., Kansas City, Mo. Called the “Man-
ley Coliseum Model,” it includes the com-
pany’s “Ice-O-Bar” drink dispenser and a
“Display Console” popcorn machine.

The drink dispenser is a two-faucet
model with a capacity of 1,000 soft drinks.
They can be served at a temperature of
40° or less with three volumes of carbona-

tion hourly, the manufacturer states, pro-
vided the incoming water temperature is
80° or less and an adequate supply of water
is available. The drink machine section is
stainless steel with a red Formica top.

The manufacturer states further that the
drink machine has been service-tested for
several years in stadiums and drive-in
theatres “under conditions of extreme de-
mand.” It gives the equivalent in ready
capacity of 18 cases of bottled drinks, he
points out, and cold storage space in the
refrigerator compartment for an additional
six gallons of syrup affords reserve capacity
equivalent to an additional 27 cases of
bottled drinks.

The popcorn machine has an Aristocrat
cascade kettle and an elevator warmer
capable of holding 72 popcorn cartons (the
IJ^-ounce size). It is available with either
a 12 or 16-ounce kettle.

Surveys of Theatre
Drink Service Offered

THE COCA-COLA COMPANY
has announced a new service for theatre
refreshment operations whereby it will pro-
vide managers with a periodic written re-
port of the condition of their fountain
equipment and service, along with sugges-
tions for improvements. The scheme is
similar to one conducted by the company’s
Fountain Sales Department for many years
for general store outlets under the name
“Special Soda Fountain Equipment Sur-

vey.

The plan for theatres is termed the
“Theatre Survey of Drink Dispensing
Equipment” and is designed for all types
of theatre operations, including those with
manually operated equipment, those with
automatic cup machines and those with
both. It Is expected to be particularly use-
ful, the company states, to theatre owners
and concessionaires operating in more than
one theatre.

Under the plan devised by the company

MOTION PICTURE HERALD. AUGUST 6, 1955

its local divisions inspect soft drink equip-
ment and service policies and fill out a spe-
cial form, which is then turned over to the
theatre or concession owner or manager.
Extra copies for local managers will be
supplied upon request.

Among the subjects covered in the form
on which the theatres are graded are
the general appearance of the equipment,
how efficiently it is operating, the flavor,
quality and temperature of the drinks, syrup
storage and rotation, etc. The service will
also be supplied to theatre operators han-
dling a competitive product exclusively.

Popcorn Warmer from
National Theatre Supply

A NEW POPCORN warmer

designed to provide over 13,000 cubic
inches of heated storage space or “enough
to keep about $35 worth of corn hot and
crisp and ready for peak demand” has been
announced by National Theatre Supply.
The warmer is constructed throughout of

heavy-gauge steel finished in baked enamel
and overlaid with sparkling quilted stain-
less steel.

Tradenamed the “Showman,” the unit
is also equipped with cash and utility
drawers, fiber-glass insulation, and built-in
casters for portability. The well is heated
by a Cromolox heater, which is thermo-
statically controlled. A large capacity fan
blows hot air into the well bottom and
circulates it through the corn in the well.
The heater, thermostat, fan and drive
motor are combined into one compact unit,
which is easily accessible and readily re-
movable for servicing.

On the counter display area, which is
lighted by a fluorescent tube, the corn is
kept hot by a separate Cromolox heating
element. Bagged or boxed corn is stored in
a bin of large capacity which is also heated.

All parts of the warmer coming into
contact with the corn are of stainless steel.

Candy Mints Packed
In Reusable Container

CANDY MINTS packaged
in a reusable metal dispenser designed for
furtlier service to patrons as a pill or match
box have been placed on the market by
Edward Sharp Sales, Inc., New York. The
mints are made with “Mitcham” pepper-
mint oil, which is said hy the company to
give them an exceptionally strong flavor.

Called “Mitcham” Mints, they are
priced to retail at I5c. The reusable dis-
penser measures 2^ by 2^ inches deep.
It has a sliding cover lithographed with
full color pictures of “The Queen’s Beasts,”

a series of paintings adapted from the
gargoyles and griffins that adorn medieval
architecture.

Here's how to
put extra profit
in your pocket

with an

CHECK THIS PROFIT STORY

If You Serve
Bottled Drinks

You buy, store and cool
30 cases of bottles
to serve 720 drinks.

■Average cost

per bottle SEac

(Handling, icing,

breakage, loss . . .1V2C
Cost Per Bottle 7c

I Sales-720

bottles @ 10c. .$72.00
i Cost of

bottled drinks . . 50.40
Your Profit $21.60

If You Serve
Soda Bar Drinks

720 drinks from a Soda
Bar can be served from
just 6 gallons of syrup. ,

-a;;/;!

Cost of syrup
per drink IVic

Cost of COj gas,
electricity, wate£_

V2C -7

Cost per drink 2c ■

SODA BAR ^

Sales-720

drinks @ 10c . .$72.00
Cost of

Soda Bar drinks 14.4QA..Vi 4
Your Profit $57.60 1

No matter how you look at it— it's
the repeat business that builds up
your profit factor. Every customer
you serve from an Everfrost Soda Bar
is bound to become a "regular”. ..to
come back for the second and even
the third drink.

The attractive styling of the Everfrost
Soda Bar draws on your lobby traffic
like a magnet. And once they’ve tried
an Everfrost dispensed drink they’ll
be back again and again, for only with
Everfrost do you get Such sparkling,
refreshing, perfectly chilled drinks.
You’ll be surprised at the low cost
of the new Everfrost Soda Bar.

i- ■ *

'n.

MODEL ESB 33-C

All stainless steel fin-
ish with black Formica
syrup tank cover.

COMPARE THESE FEATURES

THREE 2-GALLON CAPACITY LOW temperature (28°)
syrup tanks with individual stainless steel covers.
POSITIVE CONTROL SYRUP FLOW serves 120 drinks
to the gallon, each drink the same proportion of
syrup and water.

NEW, FAST-ACTING FAUCETS for easier, speedier
operation.

PATENTED REFRIGERATED carbonator with 90 gallon
per hour water pump supplies a large volume of
highly charged low temperature water.

V2 H.P. HERMETIC COMPRESSOR mounted on rigid
heavy duty base for quiet operation.

ALL DRY REFRIGERATION for both syrup and carbon-
ated water. No unsanitary water bath.

DUAL TEMPERATURE CONTROL provides 28° syrup
temperature in storage tanks and just above freez-
ing carbonated water. No ice needed.
EYE-APPEALING, sales building appearance in your
choice of red dulux and stainless steel finishes.

EVERFROST SALES, INC., 14815 S. Broadway, Gardena, Calif'-

BETTER REFRESHMENT MERCHANDISING

OPENING OF NEW LONG ISLAND DRIVE-IN

The occasion: the opening of Prudential Theatres, Inc.'s new Bridgehampton drive-in at Bridgehampton,
L. I. The setting: the drive-in's elaborate refreshment building, where among those gathered were Bert
Nathan, of the Theatre Popcorn Vending Corporation, Brooklyn, N. Y., and president of the International
Popcorn Association; Mrs. L. A. Edwards and Mr. Edwards, Prudential vice-president; Stewart Topping,
supervisor of the Bridgehampton Township; and Mrs. Charles Okun and Mr. Okun, special sales repre-
sentative of the Coca-Cola Company.

I :

ADVERTISERS' PAGE AND REFERENCE NUMBERS:

Ref. No.

Page No.

1— THE COCA-COLA COMPANY

2— EVERFROST SALES. INC

3 MANLEY INC

4— THE NESTLE COMPANY

5— THE PEPSI-COLA COMPANY

REFERENCES FOR ADDITIONAL INQUIRY:

100 — Beverage dispensers, coin

109 — Custard freezers

1 18 — Popcorn machines

101 — Beverage dispensers, counter

1 10 — Films, snack bar adv.

1 19 — Popcorn warmers

102 — Candy bars

1 1 1 — Food specialties

120 — Popping oils

103 — Candy Specialties

1 12 — French fryers

121 — Scales, coin operated

104 — Candy machines

1 13 — Grilles, franks, etc.

122 — Soda fountains

105 — Cash drawers

1 14 — Gum, chewing

123 — Soft drinks, syrup

106 — Cigarette machines

1 15 — Gum machines

1 24— Showcases

1 07 — Coffee-makers

1 16 — Ice cream cabinets

1 25 — Vending carts

108 — Cups & containers, paper

1 17 — Mixers, malteds, etc.

126 — Warmers, buns, etc.

To BETTER REFRESHMENt^
Motion Picture Hecaidi I27l^

f. am interested
below, and would like

COUPON

j|40ISING Departmen'
' lU^jjjbw York 20, Nf.

the reference
them.

New Spice Coating for
Frankfurters-on-Stick

A NEW SPICE coating de-
signed for frankfurters-on-sticks, manufac-
tured in powdered form and prepared by
the addition of water, has been placed on
the market by National Industries, Inc.,
Wallace, N. C., which also manufactures
snow ball machines, cotton candy equip-
ment, deep fat fryers and ice grinders. The
manufacturer has in addition a complete
line of supplies for this equipment.

Trade -named the “Dixie Hot Dog
Mix,” the coating has a corn meal base,
blended with spice flavors. As the mix con-
tains milk and eggs as well as a hardening
agent to prevent sogginess when cooked,
nothing need be added except cold water,
it is pointed out.

The mix is packed in 5-pound bags and
since it is dry requires no special handling
or refrigeration, according to the manufac-
turer. It can also be used, he states, for
making hush puppies and as a cracker meal
in breading all seafoods, steaks, chops,
chicken and other meats where a dry or
wet dripping is needed to prepare for
cooking.

In order to boost sales of coated frank-
furters, the company provides its customers
with skewers (wooden sticks), serving
bags and a line of lithographed signs, hand-
bills, newspaper mats and a 35mm film
trailer. All advertising, including the
trailer, is imprinted with the customer’s
name of business and his address.

•

Program that Hiked
Sales 2^ per Patron

{Continued from page 38)

will simply suggest "'Large or small?” be-
ing sure to accent that first word and place
it first.

As for those “special” exploitation efforts,
Mr. Lamoureux has found that one of the
most effective means of attracting attention
to the bar in to change the decorative dis-
play often. An excellent opportunity is
provided, of course, by holidays such as
Christmas or Easter. On other occasions
he has made tie-in arrangements with local
candy distributors, including material for
special stand displays and the offering of
free candy samples to patrons.

As an important source of additional re-
freshment revenue a small snack bar has
been installed on the mezzanine of the
Palace to serve patrons sitting in the bal-
cony (see photo). This stand is attended by
the usher who checks the tickets of patrons
going upstairs (the price for this section is
different), and thus requires no additional
personnel. The stand is equipped for self-
service, and is stocked with boxed popcorn,
potato chips and ice cream.

MOTION PICTURE HERALD, AUGUST 6, 1955

UJOD-Q2UZ1- • aaui-i-uJUHDQcuj -za-zi-ujzazuuj

Big Picture Impact,

Small Image Quality

. . . the reason for renewed interest in wider film

AUGUST 1955

1 F 1.64—18 in. High Speed Precision Focus
Bousch & Lomb Reflector. Collects and pro-
jects the maximum light. Perfect coordina-
tion with F 1.5— F 1.8 or F 1.7 High Speed
Projection lenses.

3 While the standard 1 1 mm carbon is rec-
ommended at 118 to 130 amperes, the
Cinex lamp can be operated with every
size carbon from 9 mm to 13.6 for special
wide aperture applications.

S Complete circuit forced air injection into
lamphouse through duct system and com-
plete forced exhaust permits use of higher
arc currents— protects reflector and main-
tains low operating temperatures.

2 High Powered — Low Angle — Super
Brilliant — Magnetically Controlled Arc
produces more light at source than can be
obtained from conventional high angle,
uncontrolled arcs.

^ The Cinex lamp does not rely upon air
cooling alone. An automatic— dependable
water recirculator maintains the carbon
contacts at exactly the right temperature
for optimum operation.

6 Heavy duty— water cooled carbon contacts
allow perfect high current conduction to
rotating positive carbon. Contacts are
maintained at low temperature at all times.

MONEY CAN’T BUY THESE ASHCRAFT FEATURES IN ANY OTHER LAMP!

U. S. Distribution through INDEPENDENT THEATRE SUPPLY DEALERS

^ ..eign: WESTREX CORPORATION Canada: DOMINION SOUND EQUIPMENTS. LTD.

C- S. ASHCRAFT MANUFACTURING CO., INC.

36-32 THIRTY-EIGHTH STREET. LONG ISLAND CITY 1, NEW YORK

OffICt OF THE
^*ESI0ENT

*oc.ef£ieer center
NEW yORtC20.N.y.

Juljr 1, 1955

Ino

New v« v

"e» york 16,

O' 6n til ei]j gjj ,

5,® want to ten ,

Gullfiten e how pleaseTi

„’ed“ri

the

«i6r “Sr

Proudf'halVleel^el"'’ “"toh »e ar

Sincerely,

h* V. Downing
J^reeldent

After 22 years* Giilistan Carpet

is still a smash hit at the Ratlio City Music Hall!

Costs no more than ordinary rarpet

*first Gnlistan carpet installation... 1033

made in the U. S. a. by AMERICAN CRAFTSMEN • A. & M. KARAGHEUSIAN, INC., 295 FIFTH AVENUE, NEW YOR< 16, N, Y.

BETTER THEATRES SECTION

m 1955 AS IN THE PAST
NATION'S LARGEST DRIVE-INS

Starllte Drive-In, Milwaukee, Wis., 1500 capacity.
“I think I made an excellent choice in installing
RCA equipment."

Ben Marcus.

Valley Drive-In, Hamilton, Ohio, 1500 capacity.
"We’re selling a beautiful picture and high quality
sound ... that’s what we have with RCA."

G. Turlukis.

Union Drive-In, Union, N.J., 1400 capacity.

"I’m convinced . . . in theatre equipment you can’t afford
anything but the best . . . that’s why I specified RCA.”

Frank Damis.

Big Sky Drive-In, Chula Vista, Calif., 2000 capacity.

“In our year-round operation, RCA equipment stands up
to every performance requirement."

Wade Allen. ■' >'

In-Town Auto Theatre, Whitehall, Ohio, 1000 capacity.
"We can always count on RCA performance . . .
on maintenance savings, too."

Jerry Shinbach.

Sherwood Drive-In, Dayton, Ohio, 1000 capacity,
"Consistent performance of RCA equipment impresses
us with its superb engineering.”

Sam Levin.

SMART OPERATORS RATE RCA ECONOMY

The kind of steady projection that every
wide-screen presentation must have to
assure successful showing ... from RCA
Projectors. Low original cost makes it
easy on your budget. Sealed-for-life ball
bearings which require no lubrication.
Film-compartment lighting aids accurate
threading and glass doors on operating
compartments allow an easy check on
vital mechanisms.

Optical or magnetic film, the sound's as
true as the sound track . . . when repro-
duced by an RCA Amplifier System.
Power output ranges from 70 to 1200
watts. Separate emergency channels are
ready to switch on in case of trouble.
Thanks to advanced RCA rack canstruc-
tion, servicing is easy. Tip-out rotating
chassis allow greater accessibility. This
amplifier system is the latest in a dis-
tinguished line of theatre sound equip-
ment associated with the pioneer name,
RCA "Photophone”®.

Plenty of light for today's widest screens,
with reserve lighting capacity for even
wider projection ... from RCA Projection
Lamps. RCA Wide-Arcs give more light
per ampere than any other projection
lamp. Low operating temperatures, low
carbon-burning rate, cut operating costs.
There’s RCA Dyn-Arc, too, for f/1.7 lens
and 1 20-foot screens.

MOTION PICTURE HERALD. AUGUST 6, 1955

CHOOSE SCA QVALiTY

Meadows Drive-In, Hartford, Conn., 2100 capacity.
"In the long run, no equipment can match the way
RCA quality pays off.”

Phil Smith.

Circle Drive-In, Moorestown, N.J.

"RCA has quality where it counts . . . in money-saving
dependability.”

Varbalow Circuit (Henrietta Varbalow Kravitz).

Roosevelt Drive-In, Jersey City, N.J., 1700 capacity.
"I like drive-in equipment I can depend on . . . RCA
fills the bill completely.”

Dick Smith.

Newark Drive-In, Newark, N.J., 2500 capacity.

"For a quality operation that pays, I’m sold on RCA equipment.”

Mickey Redstone.

Comet Drive-In, Lancaster, Pa., 1150 car capacity.

"For my new drive-in I naturally selected RCA equipment

it has given me wonderful service over the years.”

Harry Chertcoff.

Timonium Drive-In, Towson, Md., 2600 capacity.
"Performance of my RCA installations convinces me
I have the best money can buy.”

Saul Lerner.

Queens Chapel Drive-In, West Hyattsville, Md., 1500 capacity.

"The performance of our RCA equipment convinces us it has no equal.”

Saunders & Johnson.

AND DEPENDABILITY TOPS

Take it from the men on the map! Smart
operators — the ones spending the wisest
dollars in the drive-in business — invest those
dollars in equipment bearing the letters "RCA.”
There's a double pay-off. Top quality per-
formances boost immediate returns. Long
operating life means long-term savings.

For instance, RCA Speakers and Junction Boxes
...your perfect answer to those speaker
replacement problems that crop up this time
of year. Thanks to RCA engineering, more
than a million are now giving season after
season of trouble-free service. "Starlite"
Deluxe units or economy models. ..RCA

Speakers deliver high-fidelity sound to every
patron’s car. You can specify many of RCA’s
"Proven-in-Use” features like: trim, smart
"Circlite” Junction Boxes . . . roadway and post
lighting . . . "Cast-In” hangers or baskets.

Talk over your speaker replacement needs
with your independent RCA Theatre Supply
Dealer. Don’t delay . . . because you’re losing
money on every non-operating speaker. Your
RCA Theatre Supply Dealer can show you the
best speaker for your operation ... or help
you plan a complete RCA sound and pro-
jection system. See him or call him now!

the Line thet builds Lines
3t Your Box-Office

RADIO CORPORATION of AMERICA

ENGINEERING PRODUCTS DIVISION CAMDEN. N.J.

BETTER THEATRES SECTION

PERFECT- PICTURE PAIR

Count on Marilyn to bring them
in . . . and count on your B&L
Perfect-Picture Pair to bring
them back, week after
week, to enjoy today’s
clearest, brightest full-
screen views. Complete line
for all projectors . . . for
theatres and drive-ins . . .
for Wide Screen, CinemaScope,
SuperScope.

Bausch & Lomb
CinemaScope
Projection Lenses

SEE THE BIG DIFFERENCE
ON YOUR OWN SCREEN
IN FREE DEMONSTRATION

Write today for demonstra-
tion, and for Catalog E-123.
Bausch & Lomb Optical
Co., 67944 St. Paul St.,
Rochester 2, New York.

people
0^ the^keatfe

AND OF BUSINESSES SERVING THEM

Don W . McManus has been appointed director
of sales of the Servus-Fone Division of Motio-
graph, Inc., Chicago, according to an announce-
ment by Fred Mat-
thews, executive vice-
president. The division
was created recently
for production and
marketing of Motio-
graph’s newly devel-
oped “electronic car-
hop’’— a combination
communication and
music system fordrive-
in restaurant and drive-
in theatres also serv-
ing the highway trade.
Mr. McManus, who
will have headquarters in Chicago, will per-
sonally contact Motiograph’s distributors in 30
key cities and its sales representatives in over
200 communities throughout the country. He
was formerly general sales manager of the
Dad’s Root Beer Company and the Pepsi-Cola
Bottling Company, both in Chicago; the Sweden
Freezer Manufacturing Company of Seattle;
and General Equipment Sales of Indianapolis.

Alvin Glazebrook has been appointed manager
of the Colonial theatre in Valdese, N. C., re-
placing Kenneth Benfield, who has been named
to manage the Colonial theatre in Hickory,
N. C.

Art Brown has succeeded Edward Richardson
as manager of the Granada theatre in Cleve-
land, Ohio.

Plans for a new community theatre in Coun-
cil Bluffs, Iowa, have been approved by the
city council. It is to have a seating capacity
of 600.

Plans for opening the recently rebuilt Bedford
theatre in the Iowa town of that name have been
announced by Dr. J . F. Hardin.

Herb Ochs has purchased two drive-in thea-
tres in Tampa, Fla., from S. E. Britton — the
40th Street and the Auto Park.

The Sherwen Corporation, Los Angeles,
headed by Harold Wenzler, has acquired the
Roxy theatre in Glendale, which was recently
closed by Grover Smith.

Max Gannett has purchased the Strand thea-
tre in Kosciusko, Miss.

Opening of the new 250-car Twilite drive-in
at Bruce, Miss., has been announced by owner
E. E. Reese.

James E. Castle has purchased the Joy thea-
tre in Pontotoc, Miss.

Don McVhee has been appointed manager
of Lockwood & Gordon Enterprises’ new Pix
drive-in theatre, opened last month at Bridge-

MOTION PICTURE HERALD, AUGUST 6. 1955

SUPER 135

★ Water-cooled carbon contact assem-
bly. (Optional).

★ Infra Ban Beam Cooler diverts heat
rays from the aperture. Removable
holder permits easy cleaning.

★ Filter cooled by separate blower.

★ Reflector and frame cooling device.

★ 18" f 1.7 or 16-1/2" f 1.9 REFLECTOR.

★ Long-life positive carbon contact.

★ Exclusive Lightronic system automat-
ically maintains the correct position
of the positive arc crater at the
EXACT focal point of the reflector. A
perfect light, evenly distributed, of
constant intensity and unchanging
color value, is maintained WITHOUT
MANUAL ADJUSTMENTS.

★ Burn a choice of four carbon trims
(9, 10, or 11 mm regular, and 10 mm
Hitex) to attain any desired degree
of cost of operation, screen illumi-
nation, or burning time. Quick, simple
changes attain the correct light re-
quirements for VistaVision, Cinema-
Scope, Cinerama, or any other
presentation technique — even two or
more on the same program. A TRULY
ALL-PURPOSE LAMP!

★ Single control amperage selection.

★ Air jet stabilization of the arc pre-
vents deposit of soot on reflector.

★ Unitized component design.

Thanks to the continuing program of the
renowned Strong engineering staff, Strong arc
lamps always represent the latest thinking in
projecdion lighting . . . are always a step
ahead, setting the pace.

These modern lamps, with all their exclusive
features are your guarantee of superlative
presentation . . . brightest pictures.*

* Cjt

THE STRONG ELECTRIC CORPORATION

**The ft arid s Largest Manufacturer of Projection Arc Lamps

! CITY PARK AVENUE • TOLEDO 2, OHIO

Please send free literature on Strong Projection Arc Lamps.

NAME

THEATRE
STREET -

CITY & STATE

BETTER THEATRES SECTION

Single Track?

’ Four

*(//i(/p

It all adds up to ONE TOP QUALITY
Magnetic Reproducing System

So Low in cost every Theatre
can afford it . . .

. . . and reproduce either type sound by flipping a switch. Reproduces
from four tracks or one track magnetic. Flip a switch and change
so that you can reproduce optical sound. It’s that simple with the
Ballantyne 4452 Series package. Install it without having to change
or enlarge your present booth. All equipment is compact. Both
pre-amplifier and power supply can be wall mounted.

The Ballantyne Magnetic Sound Reproducer is a precision built, easy-to-
install mechanism. Simplicity is a feature of the design. Complete
flutter-free film speed is attained through balanced stabilization
methods, employing the latest principles. All tension roller arms are
anti-friction bearing mounted and perfect balance is attained through
both hydraulic and spring tension.

port, Conn., according to an announcement by
Douglas Amos, Hartford divisional manager for
the circuit. Mr. McPhee was formerly assist-
ant manager of the Danbury (Conn.) drive-in.

Harold Authenreith has assumed operation of
the Joy drive-in at Milton, Fla., which was
closed some time ago by Fred T. McLendon
Theatres.

R. S. Price has reopened the Rex theatre in
Osvka. Miss.

Simon Queen and Frank Calvi opened their
new drive-in theatre, the Clinton, at Clinton,
Mass., over the July 4th weekend.

Joseph H. Schinstock, formerly general man-
eral manager of Sears-Roebuck stores in Buf-
falo, N. Y., has announced the formation of
a new company to be called Schinstock Enter-
prises, with plans to build two drive-in thea-
tres in Florida, one in Fort Lauderdale and
one in West Hollywood.

Following a remodeling program, including
installation of a wide-screen, the 400 theatre in
Chicago has been reopened by M. E. Rhein-
gold, owner-operator of the Devon theatre in
the same city.

George Phillips, owner of the Pickwick thea-
tre in suburban Park Ridge, 111., has purchased
the Park Avenue Cinema in the same village.
The sale was made by Stanford Kohlberg, who
reopened the Park Avenue last January after
it had been closed for 18 years.

Mr. and Mrs. Harold Brown have opened
their new 300-car Cactus drive-in theatre at
Shoshone, Wyo.

The new Villa theatre in Malta, Mont., has
been opened by owner Carl Veseth. It has a
capacity of 700 seats.

Wide-screen and a new cooling system and
lighting, are additions made to the Time theatre
in Albert City, Iowa, in a recent remodeling
program, according to manager Art Sunde.

Frank Bremer has assumed operation of the
Sunset drive-in at Midland, Mich., under a
lease from Mrs. William Cassidy, who operated
it herself until recently.

A compact unit complete with volume
control and changeover switch, the pre-am-
plifier unit mounts on the front wall of the
projector booth, between the projectors.
For immediate accessibility, the entire unit
can be lifted off the wall by means of slip
hinges. The unit is compatible to existing
power amplifiers. Control of volume and
changeover is available from each projec-
tor or central control. D. C. for the pre-
amplifier is supplied by the SX 452 power
supply unit, located in a compact wall
mounted cabinet.

Designed so that installation is just as simple as can be, with a
minimum amount of wire required.

Now used by hundreds of Indoor
and Outdoor Theatres

Whitney Lindsey has been appointed manager
of the Orlando drive-in theatre in the Florida
city of that name.

Remodeling at the Gopher theatre in Min-
neapolis recently included installation of a new
front of marble and glass, a new refreshment
stand, new carpeting, renovated rest rooms and
redecoration of the auditorium, including new
chairs.

The former Brandywine drive-in theatre near
Wilmington, Del., became the Ellis drive-in last
month when it was reopened by A. M. Ellis
Theatres, Philadelphia. Don Warner, who has
managed the Chester (Pa.) drive-in for the
circuit, was named to that post for the Ellis,
under the supervision of Larry Ruch, district
manager. The drive-in was expanded by more
than twice its former capacity by the circuit
and now has accommodation for more than 1,000
automobiles.

1712 Jackson St.

Omaha, Nebr.

Philip L. Gundy, manager of the audio divi-
sion of Ampex Corporation, Redwood City,
Calif., has been elected an officer of the com-
pany, according to an announcement by Alex-
ander M. Poniatoff, chairman of the firm’s board
of directors. The audio division develops and
sells a complete range of magnetic tape equip-
ment for the recording and reproduction of

MOTION PICTURE HERALD, AUGUST 6. 1955

A SUBSIDIARY OF GENERAL PRECISION EQUIPMENT CORPORATION

PROJECTION

ARC LAMPS

BURN A CHOICE OF FOUR

CARBON TRIMS (9, 10, or 11 mm
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THAN ORDINARY LAMPS

O Water-cooled carbon contacts. ( Optumal.)

Q Long-life positive carbon contacts.

o IS" f 1.7 or 16Vi' / 1.9 reflector.

O Ventilated reflector and reflector frame.

O Correct amperage selection by a single
control.

O Unit construction permits easy removal
of elements for inspection in servicing.

O Reflect -O-Heat unit reduces heat at the
aperture. Removable holder cooled by
blower.

O The Automatic Crater Positioning Control System insures
that both carbons are so fed as to maintain a correct arc
gap length and to keep the position of the positive crater
at the exact focal point of the reflector. Thus, the screen
light is always of the same color, without variations from
white to either blue or brown.

Excelite Lamps, X-L
Projectors and Sound
System in Texas
Theatre, Dallas.

O The arc is stabilized by a stream of air which maintains a prescribed system of
ventilation of the area surrounding the arc. This air jet prevents the hot tail
flame of the arc from reaching the reflector, supplies enough oxygen so that
no black soot is produced, and keeps white soot from collecting on the r^ector
in such quantity as to absorb heat which would cause breakage.

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for reliable service

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The tough neoprene jacket used on
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sound, from professional studio recorders to
hif<h fidelity for home use. Mr. Gundy joined
Ampex in 1953 and has been manager of all
Ampex sales offices east of the Rockies. Prior
to that he was manager of electronic sales in
the Michigan area for the Graybar Electric
Company and has been associated with the
Western Electric Company and Bell Telephone
Laboratories as a held engineer on radar
projects.

Stanley-Warner Theatres has made improve-
ments recently in three of its hrst-run opera-
tions in Philadelphia. A new marquee was in-
stalled at the Mastbaum; a new marquee and
front and an escalator at the Stanton; and new
front poster frames at the Stanton.

Joseph Scanlon, Jr., a veteran of 20 years’
service with Shea Enterprises, Inc., has been
appointed manager of the Fulton theatre in
Pittsburgh by the circuit.

Mel Barnes has been named asistant manager
of the Fox theatre in Portland, Ore.

Plans to construct a drive-in with a dual-type
arrangement for a car capacity of 3600 in the
Boston metropolitan area have been announced
by the Smith Management Company of Boston.
It will have two complete refreshment build-
ings, projection booths, entrances, exits, etc., ac-
cording to Philip Smith, president. The circuit,
which operates some 20 drive-ins in the Mid-
west, New Jersey, New York and New Eng-
land, scheduled openings for three new drive-ins
last month in Jersey City, N. J.; Hartford,
Conn.; and Timonium, Md.

The Drive-In Theatre Company of Sioux
Falls, S. D. has announced plans to construct
a 650-car drive-in at Faribault, Minn., with John
Watters of Fairmont, Minn., to be appointed
manager.

Jerry Jeter, 59, veteran Oklahoma City the-
atre projectionist, died of a heart attack May
26th. He worked at the Warner theatre there
and had been in the industry since 1920.

A. M. Ellis Theatres Company, Philadelphia,
has acquired the Forum theatre, a neighborhood
operation in that city, according to Abraham M.
Ellis, president.

Kersey Clark of St. Joseph, Mo., has pur-
chased the Camdenton drive-in in Camdenton,
Mo., and will be assisted in its management by
Mrs. Clark, his wife. He was manager of the
Trail theatre in St. Joseph for the past two
years. He plans to enlarge his drive-in from its
present 156-car capacity.

M & R Theatres, Chicago, have announced
plans to construct a new drive-in in Chicago
on the old Quarry site. The new operation is to
be called the Bel-Air and it will have a 2,500-
car capacity. The screen will be 135 by 90 feet,
it was stated.

Paul and Florence Allmeyer have purchased
the Lake theatre in Grand Lake, Col., from
R. D. Ervin.

Wometco Theatres, Miami, Fla., has begun
construction of a 750-car drive-in at Ft. Lauder-
dale, Fla., with an opening planned for Labor
Day. The circuit has also enlarged its 27th
Avenue drive-in at Miami by 120 speakers,
bringing the capacity to 870 cars.

G. S. Owens of Opp, Ala., who recently pur-
chased the Dixieland drive-in theatre, has also
purchased the Midway from Robert Senn —
making his third drive-in in that vicinity.

AT FILM OPENING IN NEW YORK

Attending the premiere of Paramount's "The Seven
Little Foys" at the Criterion theatre in New York
with their wives were Charles Okun (left), special
sales representative of the Coca-Cola Company,
and Leonard Pollock, director of purchases for
Loew's Theatres. The film opening was for the
benefit of the United Cerebral Palsy Fund.

W. R. Madsen is constructing a new drive-in
theatre at Hector, Minn., which will have a 350-
car capacity.

Raymond L. Harriman III, has joined the
projection staff at the Stanley-Warner Ritz thea-
tre in Wilmington, Del.

Laus Hall and Joseph Schell have taken over
operation of the Oxford theatre in Oxford, Pa.,
formerly operated by the late Joseph Crowell.
The theatre was reopened late in May after
being equipped for CinemaScope.

Mr. and Mrs. Lawrence Walter of Howard,
S. D., have purchased the Canton theatre in
Canton, Mo., from Bill Collins and ’ ave taken
over active management.

The Georgia Theatre Company is constructing
a new drive-in on U. S. 41 South near Atlanta,
and it will have a car capacity of 1000, according
to John H. Stembler, president. The screen will
be 120 feet wide and 70 feet high.

/. R. Glesne and Mrs. Lily Johnson have re-
opened the Swan theatre in Mediapolis, Iowa,
which has been closed since early last year.
They purchased the theatre from Dr. W. L.
Stewart and the equipment from the local
Citizens’ Theatre Committee.

Charles Aaron, formerly manager of the Vic-
tory theatre. New London, Conn., has been ap-
pointed manager of the Star theatre in Hartford
by the Community Amusement Corporation.

Manny Marcus and Marc Wolf have sold their
Tri-Way drive-in at Plymouth, Ind., to .Maurice
Robbins of Huntington, Ind., operating as the
Plymouth Amusements, Inc. David Battas, man-
ager of the Tri-Way has been transferred to the
Ski-Hi at Muncie, Ind.

Frank Bates, formerly with the Greenwood
drive-ln at Indianapolis, has been appointed
manager of the Parkway at Louisville. Ky.

Paul Mart has purchased his partner’s inter-
ests in the Arrow and Fontana theatres in
Fontana, Calif.

The Strand theatre, first-run operation in
Memphis, has installed equipment for Cinema-
Scope, including stereophonic sound, according
to J. C. Beasley, manager.

MOTION PICTURE HERALD, AUGUST 6, 1955

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MOTION PICTURE HERALD, AUGUST 6, 1955

For AUGUST 1955

GEORGE SCHUTZ, Editor

EDITORIAL INDEX:

PROJECTING A BIG PICTURE WITH SMALL IMAGE QUALITY, by Gio Gagliardi 14
A 900-CAR DRIVE-IN EXPLOITING STEREOPHONIC SOUND— Super Skyway.

Kuhnsville. Pa 16

ART EXHIBITS AS A DEVICE OF SHOWMANSHIP 24

DRIVE-IN department:

A NEW 1.000-CAR DRIVE-IN: ABSECON. N. J 21

CUTTING DOWN ON IN-CAR SPEAKER LOSS 23

METHOD IN MANAGEMENT department:

MASS MERCHANDISING . . . TAKING A PAGE FROM THE OTHER FELLOW'S

BOOK, by Curtis Mees 32

CHARLIE JONES SAYS: History Shows Few of Our Mistakes Are Original 34

ABOUT PEOPLE OF THE THEATRE 4

ABOUT PRODUCTS 28

BETTER THEATRES is pubiished the first week of the month, with each regular
monthiy issue a bound-in section of Motion Picture Herald; and in an annual
edition, the Market Guide Number, which is published under its own covers in
March as Section Two of the Heraid,

•

QUIGLEY PUBLICATIONS. Rockefeller Center. New York 20. N. Y.. Circle 7-3100.
Ray Gallo, Advertising Manager. HOLLYWOOD: Yucca-Vine Building; HOIlywood
7-2145. CHICAGO: Urben Farley & Co., 120 S. La Salle St.; Financial 6-3074.

Screen Image Quality

Despite groans provoked by circum-
stances of product, the industry seems to
be in pretty good health organically. Cer-
tainly it has recovered some of the energy
of youth and is taking renewed interest in
life. Its verv irritability may well be an
indication of a revitalized nervous system.
It is a bit lean in spots, but we know now
that it was ill prepared for the tasks ahead
when it was fat all over.

A specific and, to this observer, a con-
spicuous indication of organic soundness is
vigorous continuation of its pursuit of
technical improvement. Wide-screen tech-
nique has lived up to its promise and is a
fact of progress in the art today. But the
industry isn’t altogether satisfied with it
and appears determined to make it right,
even if one has to get a bit drastic about it,
and that is a fine display of its old zip and
ginger.

A basic impediment of the new tech-
nique is noted by Gio Gagliardi in this
issue. Our bigger picture doesn’t enjoy the
sharp definition of the little one. Suffi-
cient light has ceased to be a problem, at
least for indoor projection. Enlargement
continues to blight the screen image by
over-magnification.

ith several major producers working
on processes primarily concerned with an
increase in the size of the film photograph,
and Todd-AO about ready to exhibit its
first wide-film production, we can expect
the wide-screen picture to be soon relieved
generally of this fundamental defect in-
herent so far in its technique. And widen-
ing of the film photograph, as standard
practice by whatever means, will come
pretty close to qualifying this new tech-
nique as a revolutionary change in the art,
with an impact on theatre equipment
keenly felt around the world.

•

What's an Art Theatre?

Since preparation of the article on “art”
theatres which appears in this issue (page
241 we have seen a statement by a repre-
sentative of French producers — Jacques
Flaud — that their pictures distributed in

this country are booked by 5000 “art”
theatres. We take issue only with the use of
quote-marks around the word art. Of the
quote kind there can’t be 500 — more likely
less than 400 in the entire United States.
What’s going on here?

Is there a clue to the answer in the recent
statement of Edward Hyman, president of
AB-Paramount Theatres? Talking about

single-feature policy, he cited two of their
houses and said, “Although they come
close to an ‘art’ theatre in their appeal to
the more intelligent, discriminating audi-
ence, they are primarily an outlet for Hol-
lywood product.”

Social changes may be making the word
“art” less and less quotable in this business.

— G. S.

Projecting a Big Picture

with

Small

mage

Quality

'ide-screen technique is stymied in its objectives by lack of sharp definition.
The attack underway on this problem points to further basic change in the art.

FIGURE 1 — Comparison of magnification rates prior to wide - screen
technique with those of CinemaScope in a relatively small picture width.

Projection

Systems

Aperture

Dimensions

Projected
Film Area

Picture

Dimensions

Linear

Magnif'n

Enlarge-

ment*

Item

Old Style
Projection For
20' Picture

.825" X .600"

.495 sq. in.

20' X 15'
300 sq. ft.

290 Times

88,000

Times

Item

Old Style
Projection For
24' Picture

.825" X .600"

.495 sq. in.

24' X 1 8'
432 sq. ft.

350 Times

125,000

Times

Cinema-

Item Scope Projec-
3 tion For
88,000 Times
Enlargement

.9l2"x.7l5"

.652 sq. in.

32' X 12.5'
400 sq. ft.

420 Ts. hor.
210 Ts. ver.

88,000

Times

^Picture size relative to aim area.

CIO CACLIARDI

LARGE SCREEN projec-
tion has been with us
for two years or there-
abouts, and although
the “big picture” is
definitely established as
a new format, the tech-
nique of achieving it
is still in ferment, and
experience with it has
increased interest in
the efficacy of a much larger, especially
wider, film photograph.

The tremendous impact which Cinerama
seems to have had on the public, led to the
success of CinemaScope. In the relatively
short period of two years, over ten thousand
theatres have been equipped for the presen-
tation of CinemaScope pictures on rela-
tively large screens, which are being
employed for the projection of standard
prints in somewhat greater size than pre-
viously. These latter are of course magni-
fied proportionately in both width and
height, and to an extreme degree that low-
ers screen image quality.

Up to the time of wide-screen technique,
the average picture size in the United
States (SMPTE surveys) was a little less
than 20 feet wide by 16 feet high. A 24 x
18-foot picture was considered to be just
about the limit for good illumination and
resolution. When CinemaScope and wide-
screen projection of “cropped” standard
films came along, picture sizes went up
and up until standard prints were being
enlarged to 40 feet in width, and in some
cases even more.

The effect on image quality should be
noted here because this constitutes the ex-
perience which has sent research in the di-
rection of a larger film photograph. First,

as a remedy, older lamps were “boosted ;
then new higher-powered lamps were de-
veloped, while specular aluminum screen
surfaces were resorted to for more efficient
use of available light. “Cropped” stand-
ard prints required lenses of shorter focal
lengths than previously manufactured, until
now high-speed lenses are now available
even in focal lengths below 2 inches.

RESOLUTION DEGRADED

Nevertheless, these larger pictures, when
viewed from the best seating areas of our
theatres, have not been clear or sharp
enough. In other words, the picture qual-
ity, or resolution, has been degraded from
that available with traditional practice.

The physical quality of a picture depends
upon the number of fine details which can

be perceived. The greater the visible de-
tails, tbe more convincing the image as a
representation. If these details are blurred,
or are enlarged to such a point that they
lose form and tone, then the picture looks
shallow, fuzzy, false.

Three factors mainly influence screen
image quality. One is the grain of the film
itself. Each grain, after having undergone
chemical treatment, cannot be broken down
into smaller values of picture information.
The finer the grain and the better the
chemical process, the more detailed the in-
formation that can be crammed into each
tiny part of the film photograph.

The second factor is the amount of mag-
nification given the picture on the film.
This means the amount of enlargement be-
tween aperture and screen.

The third factor is the viewing distance

MOTION PICTURE HERALD, AUGUST 6, 1955

FIGURE 2 — Comparison of magnification rates according to
projection systems, using 1500 square feet as basis of picture size.

Projection

Systems

Aperture

Dimensions

Projected
Film Area

Picture

Dimensions

Linear

Magnif'n

Enlarge-

ment*

Item

"Standard"

1.33-to-l

.825" X .600"

.495 sq. in.

44' X 33'

1 500 sq.ft.

640 Times

430,000

Times

Item

"Cropped"
1 .66-to- 1

.825" X .495"

.410 sq. in.

50' X 30'

1 500 sq.ft.

720 Times

530,000

Times

Item

"Cropped"
1 .85-to- 1

.825" X .445"

.367 sq. in.

53'x28'

1 500 sq.ft.

760 Times

590,000

Times

Item

C'Scope 35mm
2.55-to-l

.9l2"x.7l5"

.650 sq. in.

60' X 24'
1440 sq.ft.

780 (width)
390 (ht.)

330,000

Times

Item

SuperScope

2-to-l

.7l5"x.7l5"

.510 sq. in.

55'x27'

1 500 sq.ft.

920 (width)
460 (ht.)

420.000

Times

Item

Wis. horiz.
2-to- 1

l.40"x.720"

1 .0 sq. in.

55'x27'

1 500 sq.ft.

470 Times

2 1 6,000
Times

Item

Cinerama

I.l0"x.93"
(Each proj.)

3.0 sq. in.
(3 aperts.)

65' X 23'

1 500 sq.ft.

260 Times

70,000

Times

Item
1 1

1 odd-AO

2.0" X .85"

1 .70 sq. in.

60' X 25'

1 500 sq.ft.

360 Times

127,000

Times

Item

C'Scope
Wide Film

1 .8" X 1 .4"

2.50 sq. in.

60' X 24'
1440 sq.ft.

400 (width)
200 (ht.)

86,000

Times

Item

MGM-Gotts.
Wide Film

2.0" X .85"

1 .70 sq. in.

60' X 25'

1 500 sq.ft.

360 Times

127,000

Times

•Picture size relative to film area.

— that is, the area in the auditorium from
where the picture on the screen has the
best resolution. This is an area in which
the spectator should be able to see the small-
est details in their true color and he should
not be conscious of any space or bleeding of
color between them.

Lnder traditional practice, good or ac-
ceptable resolution has been obtainable at a
distance from the screen between two and
five times tbe screen width. This means
that for a 20-foot picture, the closest seats
compatible with good resolution were 40
feet from the screen. If this saf/ie picture
were magnified to a width of 50 feet, the
closest acceptable seats would be 100 feet
from the screen.

These conditions are of course prohibi-
tive in auditoriums of commercial theatres.
W e must seat people much closer than that,
and there are other conditions which make
it highly desirable to seat them nearer. The
fact remains, however, that our wide-screen
pictures often have poor resolution for the
majority of patrons, seem fuzzy, lack detail
except in close-ups.

MAGNIFICATION RATES

Let us have a closer look at this matter
of magnification. Figures 1 and 2 contain
data comparing the phvsical area and mag-
nification ratios involved in most of the

known projection systems. Item 1, in Figure
1, shows that the standard aperture dimen-
sions of .825" X .600", when projected to
give a picture 20 feet wide by 15 feet high,
results in a linear magnification of 290
times, and an area enlargement of 88,000
times. In other words, the picture area of
the film in the projector gate, which is
approximately one half of a square inch,
is enlarged 88,000 times in being projected
to a size of 20 x 15 feet on the screen !

This tremendous enlargement of the film
frame also magnifies the photographic,
chemical and mechanical imperfections in-
herent in the manufacture and processing
of black and white and colored negative
and positive film. However, these imper-
fections did not interfere with proper res-
olution if seen from a point no nearer the
screen than twice the width of the picture
— in our example, 40 feet.

Now let us see what happened when we
began projecting much larger pictures.
Item 4, in Figure 2, takes into considera-
tion the same 35mm film, using the same
size aperture (.825" x .600") ; but in this
case the picture on the screen has been in-
creased to a width of 44 feet. The film
area of .5-inch has been blownup to a pic-
ture area of 1500 square feet, an enlarge-
ment of 430,000 times, while the linear
magnification has become 640 times.

This tremendous change in picture size

has also magnified the imperfections pro-
portionately, so that in order to maintain
the same picture resolving quality the spec-
tator should not view the picture at a dis-
tance smaller than twice the new width,
or 88 feet from the screen. This of course
is an impossibility; few usable seats would
be left in the theatre. Therefore the min-
imum viewing distance must be reduced.

EFFECT ON “PRESENCE”

A much smaller minimum viewing dis-
tance is desirable also to heighten the effect
of "presence.” In a case represented by
Item 4 of tigure 2, however, this could be
done only by reducing the picture quality
for a large percentage of the audience — all
of it seated closer than 88 feet from the
screen. Items 4, 5, and 6 are all of similar
character, and they typify the conditions
caused when the standard 35mm film frame
is enlarged to the new picture widths.

Picture aspect ratios now vary from the
old 1.33 through 1.66 and to the 1.85-to-l.
In the accompanying tables a picture area
of 1500 square feet has been maintained
in all cases in order to make comparisons
with other systems. If we use a 1.85-to-l
aspect ratio (as in Item ^6) for a 53-foot
picture, the area enlargement is 590,000
times. This represents an increase in picture
enlargement of six times over the former
average under traditional practice given in
Item 1.

It is pretty definite that the physical
quality of such a picture is a burden on
the industry’s efforts to advance the art,
to give a screen performance the greatest
possible conviction. Engineers and pro-
ducers have been striving energetically for
a solution of this problem. If wide-angle
large pictures are to be maintained, which
of the three factors effecting screen image
quality could be more readily improved?
Considering the size and shape of most ex-
isting theatre auditoriums, the present view-
ing distances cannot be altered very much.
That leaves the problem one of improving
the grain and die quality of 35mm film, or
to decrease the required picture enlarge-
ment by increasing the effective area of the
film in the projector gate.

WIDE-FRAME METHODS

Both of these sources of a solution are
now being explored in various ways. Cin-
erama got around the limitations of 35mm
film at the outset by combining three strips
in projection. You will see in Item 10 that
the actual film area in each Cinerama pro-
jector gate is approximately 1 square inch,
and since three projectors are operating at
the same time, the projected film area Is
equal to 3 square inches.

Thus for a picture 65 x 23 feet (an
area of 1500 square feet), the linear mag-
{Continued on page 26)

:better theatres section

^ 900-cat exphitina

Metecpkchie Mun4

Witnessing a perform-
ance at the Super-Sky-
way drive-in near Allen-
town, Pa. ... a scene
from the 20th Century-
Fox CinemaScope pro-
duction "White Feath-
er," photographed from
a point adjoining the
projection booth, 400
feet from the screen.
Note two speakers on
front car door windows.

PHOTOGRAPHY BY ED SULLIVAN, NEW YORK

Built for Wide-Screen
with Two Car Speakers

“ HAT THE relationship between wide-
screen technique and stereophonic sound
for an enclosed theatre is materially differ-
ent from that for a drive-in is obvious
enough ; whether stereophonic reproduction,
modified to fit the special physical condi-
tions, is of no value to a drive-in is not so
clear. 'I'he cost of extra speakers and atten-
dant installations alone has been enough,
however, to lend superior weight to denials
of its practical value under the conditions
of picture presentation peculiar to drive-ins.
For that matter, it was economics rather
than considerations of quality that ulti-
mately talked down stereophonic sound as
a needed complement of the wider picture

at enclosed theatres. If it can be said that
stereophonic sound is not absolutely neces-
sary indoors for an effective wide-screen
presentation, it becomes more definitely dis-
pensable for drive-ins.

That, however, is not to deny, in itself,
that reproduction of multiple-track prints
by two or more speakers can give a per-
formance greater realism for drive-in pa-
trons. Without going into the reasons why
it can, one needs to point only to practice
recommended for listening to a radio or
television set, or to a phonograph, of having
two or more speakers in different parts of
the room. It may be recalled, also, that
when stereophonic sound was an issue of

CinemaScope bookings at drive-ins, demon-
strations of it with two and three speakers
in ,t car convinced many, if not most, of
the persons witnessing them that the sound
was “somehow better” than that from a
single speaker.

That is the opinion now, based on expe-
rience through many months of operation, of
the owners of a Pennsylvania drive-in
which has had stereophonic, or multi-
speaker sound, from the beginning. This
opinion, of course, reflects the reaction of
the patrons.

The Super-Skyway drive-in at Kuhns-
ville. Pa., is advertised as “the only drive-in
in the world with real stereophonic sound.”
While various other outdoor operations
have modified original single-track sound
equipment for use of more than one speaker
unit per car, the Super-Skyway may very
well be the only one designed and built for
two-channel reproduction.

Located a few miles west of Allentown,
on Route 22 (Lehigh VTlley Thruway),
the Super-Skyway occupies 17 acres of for-

MOTION PICTURE HERALD. AUGUST 6, 1955

The three screen-speaker tracks of a CinemaScope magnetic
print are diverted into two speaker channels by feeding the
output of the magnetic preamplifiers into networks which
divide the center track signals between the left and right
speakers. H. J. Brown, Altec engineer, is pictured above
balancing the preamplifier output, using a meter to check
voltage of vacuum tube section, as Carl Frye, projectionist,
takes down readings. A section of the speaker installation is
shown at right, each post mounting two pairs of Motiograph
in-car speakers. C. A. McCrork, Altec Philadelphia branch
manager (left), and Mr. Brown are shown during a test of
volume, with L. J. Patton, Altec eastern division manager.

mer farm land, with a ramp capacity of 900
cars. The projection booth layout includes
four complete racks for amplifiers and asso-
ciated equipment. The booth-refreshment-
toilet building contains concession area of
2750 square feet with facilities rated able
to serve 1000 patrons in 15 minutes.

Convincing testimony on the box-office
potential of two-speaker sound for drive-ins
is supplied by Sol Schocker, head of outdoor
operations for Manos Enterprises, which
has headquarters in Greensburg, Pa. Mr.
Schocker built the Super-Skyway as an in-
dependent venture, following experience in
the outdoor field as general manager of the
Pocon drive-in at Stroudsburg, and the
Starlight at Shenandoah, both in Pennsyl-
vania.

Shortly after he opened the Super-
Skyway, Mr. Schocker was visited by
Michael iVIanos, president of the circuit

Sign at the entrance of the Super-Skyway with
stereophonic sound included in the attraction ad-
vertising copy. It is emphasized in all promotion.

bearing his name. Mr. Manos was so im-
pressed with the clarity, fidelity and “pres-
ence” of the sound produced by the Super-
Skyway’s double-speaker system that he
suggested, according to Mr. Schocker, that
they merge interests. This was done.

PROJECTION-SOUND SYSTEM

The Super-Skyway projection and
“stereophonic” sound systems were installed
during construction by the Altec Service
Corporation, using Motiograph equipment
throughout, except for building speakers
and booth accessories. The Motiograph
“AAA” projectors are equipped with pent-
house four-track magnetic pickups as well
as optical heads. Since drive-ins require
relatively high power, Altec engineers in-
stalled a system capable of supplying 750
audio watts (as compared to systems using
banks of 50 watts). The Super-Skyway’s
three 250-watt amplifiers may be used two
at a time in any required combination.

A mixer channels four-track sound to
1800 Motiograph “Rainmaster” in-car
speakers, which patrons are instructed to
mount on the front car door windows ; and
to four supplementary speakers. The latter
include two Altec units located immediately
under the bottom edge of the screen, one
at extreme left, the other at extreme right.
There are also two Altec 600B speakers in
the refreshment area.

The screen, supported by a steel struc-
ture, is 120 feet wide and is 400 feet from
the projection ports. It is fabricated of
Alasonite tempered prestwood and surfaced
with Raytone drive-in screen paint. The
picture is lighted by Ashcraft “Super-
Power” lamps operated at 135 amperes.

On the highway side, the screen structure

The amplifier rack installation of the Super-Skyway
is pictured below, along one wall of the 15x1 5-foot
booth. Three racks of picture sound amplification
supply 750 audio watts, with the 250-watt systems
capable of being used in any combination. The
sound system includes a Webcor turntable for inter-
mission music, plus a microphone hookup for P. A.

also mounts a luminous name sign in which
is incorporated a field of stars lighted in
various colors and flashing alternately.

Mr. Schocker declared that there is
ample evidence of the enthusiastic reception
patrons have accorded the use of “stereo-
phonic” sound at the Super-Skyway. Favor-
able comment comes not only from patrons
at the theatre, but in letters and postcards,
and occasionally, he sat's, b_v phone.

EXPLOITATION OF SOUND

A seasoned showman. Air. Schocker made
certain that the $285,000 investment, which
the Super-Skyway represents to date, was
insured by a barrage of publicity and ad-
vertising. This bore heavily on the idea

BETTER THEATRES SECTION

wi/yw

B.A.

APPEAL)

MOVIES

ARE

BETTER

THAN

EVER

SlIPKIt-SKAPUTU

• GREATER LIGHT • GREATER CONTRAST • GREATER SHARPNESS
Watch your “B.A.” climb when you install Super Snaplite
Lenses. Give your patrons the benefit of pictures at their
best. You can't beat the Super Snaplite f/1.7 when it
comes to putting a clear, sharp picture on your screen.
Ask your Theatre Supply Dealer about these fine lenses.
For more information ask your dealer or write for
Bulletin 222.

"You Get More Light with Super Snaplite"

KOLIiMORjIiEN

Plant: 347 King Street
Northampton, A^assachusetts

r7> /

OltrOltA'I'lOK

NEW YORK OFFICE: X 30 CHURCH STREET, NEW YORK 7, N. Y.

that this was “the only drive-in in the
world offering authentic stereophonic
sound.” Emphasis in newspaper advertising,
heralds, programs, window cards and post-
ers was laid on the fact that the sound and

A section of the Super-Skyway refreshment stand,
showing left-and-right channel speakers installed to
maintain "stereophonic" reproduction for patrons
in concession area during the performance. A
pair of supplementary speakers are also mounted
on the screen tower (below), at extreme left and
right just below bottom edge of screen.

Exhibitors EVERYWHERE are Saving Money with the

Raytone HILUX JR. Screen

RAVTONE Screen Corp. 165 Clermont Ave., Brooklyn 5, N.Y.

MIDWEST: Raytone Screen Corp., 401 West St. Charles Rd., Lombard, III.

projection equipment represented an outlay
of $40,000, while the steel tower and its
screen involved an expenditure of $35,000.
A campaign of radio spots on AVHOL,
local CBS affiliate, and WKAP, independ-
ent Allentown radio station, has continued
to promote the “high fidelity” of the Super-
Skyway’s double-speaker sound system to a
drawing area with a radius of 15 miles.

[Photographs and data for this article on
the Super-Skyway were procured through the
courtesy of Mr. Schocker, and of C. S. Perkins,
operating manager of the Altec Service Corpo-
ration. The installation was made under the
supervision of L. J. Patton, Altec eastern divi-
sion manager, and C. A. McCrork, manager of
Altec’s Philadelphia branch. H. J. Brown,
Altec field engineer, is in charge of sendcing
the Super-Skyway equipment, — ED,]

l«

MOTION PICTURE HERALD, AUGUST 6, 1955

THE THEATRE SUPPLY

MART"

Index to Products Advertised
6i Described in this Issue, with

• Dealer Directory

• Convenient inquiry postcard

Firmi ore numbered for easy identification in using postcard. Dealer indications refer to listing on following page.

ADVERTISERS

NOTE: See small type under advertiser’s
name for proper r^erence number where
more than one kind of product is advertised.

Reference Adv.

Number Page

1 — Adler Silhouette Letter Co. 33

Changeable letter signs; Front-lighted panels for
drive-ins (lA). back-lighted panels (IB), and
changeable letters (1C), All dealers.

2 — American Seating Co 30

Auditorium chairs. NTS.

3 — Ashcraft Mfg. Co., C. S 2nd Cover

Projection arc lamps. Unafflllated dealers.

A — Automatic Devices Co 34

Curtain tracks and controls. Unaffiiliated dealers
and direct.

5 — Ballantyne Co., The 8

Sound systems. Unaffliiated dealers.

6 — Bausch & Lomb Optical Co 6

Projection lenses. Direct, branches and dealers in
all major cities.

7 — Bodde Screen Co 27

Projection screens. Direct.

8 — Carbons, Inc 26

Projection carbons. Franchise dealers.

9 — Eprad 23

In-car speakers. Unafliliated dealers.

10 — F & Y Building Service, The 31

Architectural design and building service.

1 1 — Goldberg Bros 35

Film rewinders. All dealers.

12 — Heywood-Wakefield Co 30

Auditorium chairs. Branches and unaffiliated dealers,

13 — Ideal Seating Co 36

Auditorium chairs. Unaffiliated dealers.

14 — International Projector Corp 12

In-car speakers. NTS.

15 — Karagheusian, Inc., A. & M 3

Wool carpeting. Direct.

1 6— Koiled-Kords, Inc 22

Self-coiling cords for in-car speakers. All dealers
and Graybar Electric Co.

17 — Kollmorgen Optical Corp 18

Prejeetlon leases. NTS and all dealers.

18 — LaVeiii Machine Works 29

Projector parts. All dealers.

19 — National Carbon Co., Inc I |

Projection carbons. All dealers.

20 — National Super Service Co 35

Vacuum cleaners. Direct.

Reference Adv.

Number Page

21 — National Theatre Supply 9, 30

Distributors.

22 — Norpat, Inc 26

Distributor.

23 — Projection Optics Co 26

Projection lenses. Distributor: Raytone Screen Corp.

24 — Radio Corp. of America 4-5

Projectors (24A). amplifiers (24B), projection lamps
(24C), in-car speakers (24D>. Dealers marked *.

25 — Raytone Screen Corp 18, 31, 35

Projection screens. Direct.

26 — RCA Service Co 31

Projection and sound equipment maintenance service.

27 — S. O. S. Cinema Supply Corp 27

Projection lenses. Direct.

28 — Schlanger, Ben 33

Architectural service.

29 — Spencer-Turbine Co 33

Vacuum cleaners. Unaffiliated dealers.

30 — Star Cinema Supply Corp 30

Distributors.

31 — Strong Electric Corp., The 7

Projection lamps. Unaffiliated dealers.

32 — Theatre Seat Service Co 33

Theatre chair rehabilitation service. Direct.

33 — Vallen, Inc 30

Curtain controls and tracks. Direct.

34 — Vocalite Screen Corp 29

Projection screens. Direct.

Reference Adv.

Number Page

35 — Wagner Sign Service, Inc 34

Changeable letter signs: Front-lighted panels for
drive-ins (35A), back-lighted panels (35B), and
changeable letters (3SC). Unaffiliated dealers,

36 — Westrex Corp 29

Foreign distributors.

37 — Whitney-Blake Co 10

Non-conduit speaker system cable for drive-in thea-
tres. Distributor: Graybar Electric Co.

38 — Williams Screen Co 26

Projection screens. Direct.

EDITORIALLY . . .

NEW MODEL PROJECTORS, page 28.

New models of Century "C" and "CC" projec-
tors, incorporating now features to provide for the
latest high output arc lamps and high-speed lenses.
Other improvements Included by Century Projector
Corporation. Postcard reference number 39E.

DRIVE-IN THEATRE PAINTS, page 28.

Complete line of paints for drive-ln theatres.
Includes those for screens and towers, concession
stands, road markings, rest rooms, ceilings and
floors, speakers and posts, projection rooms, fences,
etc. Raytone Screen Corporation. Postcard refer-
ence number 25A.

NEW SOUND SYSTEMS, page 28.

New Simplex series of theatre sound systems.
Designed to Integrate controls for one-track optical
and four-channel magnetic reproduction. Series
XL-500 in National Theatre Supply line. Postcard
reference number 2 1 A.

AUDITORIUM CHAIR CHANGES, page 29.

Backs of theatre chairs in line of International
Seat Corporation extended 2^/i Inches In length.
All-steel construction. Postcard reference number
40E.

TO BETTER THEATRES Service Department:

Please have literature, prices, etc., sent to me according to the following
reference numbers in August 1955 issue —

NAME.

THEATRE or CIRCUIT.

STREET ADDRESS

CITY

-STATE .

Theatre Supply Dealers

Dealers in the United States listed alphabetically by states, numbered or other-
wise marked for cross-reference from index of Advertisers on preceding page

ALABAMA

I— Fmtmm SwlM, ItItW Mwrk A**,, IlnilAflMM.

ARIZONA

I— «lr»4 TkMtr* 8o*tr. >S2 W. Via Both St,. PImwU.

ARKANSAS

8 Tkntn Sorply, IW6 Mtia St„ LIttI* RmS.

4— TkMtr* Supply C*., 1921 Sraod Av*., F*rt Saiith.

CALIFORNIA

Fresao:

5— MIMat* Tk»itri Sapply, IMS TIiMBa*.

Los Aagelss:

*— l*ha P. Fllhtrt 2007 8. Vemoot Av*.*

Batiiaai Th*ato* Sap^. 1961 S. Vvraoat Av*.

7— P*atr«x TkMtr* Supply. 1969 S. VariMBt Av*.

( — a. F. SkMr*r. 1164 8. Vtrmont Av*.

Saa Fraacitco;

Natl«a*l TkMtr* Sapply. 2S5 Goldvn Gate Av*.
p— Pr*ai*y Tk*itr* Supplla*. 167 Geldaa Ott* Av*.

16— •. F. Sk**r*r, 243 Gvldt* Gate Ave.

16— Ualtad TiMatr* Supply, 112 Geldee Gat* Av*.

16— Waatara Tk«rtrl*al Eaalpaieot 337 GeldM Gat* Av*.*

COLORADO

Oeavar:

a*tl*Ml TkMtr* Supply, 2111 Champa St.

It S*rv1** Tkaatr* Supply. 2064 Braadway.

IS— Weatar* Sarvle* A Supply, 2I2S BrMdway.*

CONNECTICUT
New Haven:

Notlaaat TkMtr* Supply, 2312-14 Cat* Av*.

DISTRICT OF COLUMBIA (Washington)

16— Briaat A Seat, 925 New Jereey Av*.. N.W,

17 — Bm L«et 1001 New Jereey Ave., N.W.

IS— a A S Theatre Supply, 920 New Jtrtoy Av*., N.W.

FLORIDA

19— Jt* Hernitein, 326 W. Flagler St., Miami.

20— SeutkMiter* Etulpoiaeit. 623 W. Bay St.. Jatkitavlll*.*

21 — United Theatre Supply, 206 Memorial Highway, Tampa.

22— United ThMtr* Sapply, 326 W. Flagler St., MItal.*

GEORGIA

Albany:

23 — Dill* Theatre Service A Supply, 1614 N. Slappay Dr.

Atlanta:

24— Capital City Supply. 161 WaltM St., N.W.

National Theatre Supply. 187 Walton St., N.W.

23— Seutheaeter* ThMtr* Equipment. 20i-3 LuekI* St.,

26— WII-KI* ThMtr* Sapply. 301 North Av*., N.E.

N.W.*

KENTUCKY

LouItvIUe:

34 — Fall* City ThMtre EquIpoiMt. 427 S. Third St.

33— HaddM Theatre Supply. 209 S. 3rd St.

LOUISIANA
New Orleans:

36 — Hodges Theatre Supply. 1309 Cleveland Av*.

37 — Johnson Theatre Sarvle*. 223 S. Liberty St.

38 — Southeastern Theatre EguipmenL 314 S. Liberty St.*

Shreveport:

>9 — aim Boyd Thootro EgulpmooL P. 0. Bei 362.

MARYLAND:

Baltimore:

40— J. F. Ousmon Co.. 12 East 23th St.

Natlooai ThMtre Supply. 417 SL PmI Plato.

MASSACHUSETTS

Boston:

41 — Capitol ThMtro Supply. 26 Plodment St.*

42 — Independont ThMtre Supply, 28 Wlnchestor St.

43 — Major Theatre EguipmenL 44 Wlnchestor St.

44 — Massachusetts Theatre Equipment 20 Piedmont St,
Natiooal Theatre Supply, 37 Wlnchestor St.

45— Gtandard ThMtre Supply. 76 Breadway.

46 — ThMtr* S^c* A Supply, 30 Piedmont BL

MICHIGAN

Detroit:

47 — Arousamont Supply. 208 W. MMtaalm St

48 — Ernl* Forbe* ThMtre Supply, 214 W. Mentcalm St.

49 — McArthur ThMtre EquIpmMt. 434 W. Colnnibla St
National Theatre Supply, 23-12-14 Cat* Avt.

Grand Rapids:

50 — Ringold ThMtre Equipment 106 Michigan St, N.W,

MINNESOTA

Minneapolis:

31 — Elliott ThMtr* EquIpmMt 1110 NIeollet Av*.

52 — Frosch ThMtr* Supply. 1111 Currie Av*,*

33 — MinnMpollt ThMtr* Supply. 73 Glenwood Av*.
National ThMtre Supply. 36 GiMWMd Avt.

54 — Western ThMtr* Equipment, 43 GiMweed Av*.

MISSOURI
Kansas City:

33— Mltsouii Theatre Supply, 116 W. IStk St*

National ThMtre Sapply, 223 W. I8h St

56— Shrev* ThMtr* Supply, 217 W. 18th St

37 — Stebblns ThMtr* EquIpmMt 1804 Wyandotte St.

St. Louis:

36— McCarty ThMtre Supply. 3330 Olive St
National ThMtre Supply, 3212 Olive St

39 — St Louis ThMtr* Supply Co., 3310 Olivo St,*

ILLINOIS:

Chicago:

27— Abbott Thoatr* Supply. 1311 S. Wabash Ave.*

28 — Gardner Theatre Service, 1314 S. Wabash Ave.

29— Movie Supply. 1318 S. Wabash Ave.

Netleciai Theatr* Supply. 1325 S. Wabash Ave.

INDIANA

Evansville:

30— Evansvlll* ThMtr* Supply, 2900 E. Chandler Av*.

MONTANA

60— Montana ThMtr* Supply. Missoula.

NEBRASKA

Omaha:

129 — The Ballantyne Co., 1712 Jackson St.
National ThMtre Supply, 1610 Davenport St.

61 — Quality ThMtre Supply, 1313 Davenport St.

62— Western Theatre Supply, 214 N. I3tb St*

NEW MEXICO

Indianapolis:

31 — Ger-Bar, In*.. 442 N. Illinois St.
Natleoal ThMtr* Supply, 436 N. Illlp*l* St

63 — Eattern New Mexico Theatr* Supply. Bex 1009, Clovis.

NEW YORK

IOWA

Des Moines:

32 — Dm MolnM ThMtre Supply, 1121 High St
NatiMal Theatre Supply, 1102 High St

KANSAS

Wichita:

88 SeathwMt ThMtr* Equipment. P. 0. Bex 2138.

Albany:

64 — Albany Theatre Supply, 443 N. Pearl.
NatiMal ThMtr* Supply, 962 Broadway.

Auburn:

65 — Auburn Theatre Equipment, 5 Court St.

Buffalo:

66— Eastern ThMtre Supply, 496 Pearl St.*
National Theatre Supply, 498 Pearl St.

BUSINESS REPLY CARD

No Po»tag9 Stomp N^eussary if Moiled in tlie United States

Postage will be paid by —

QUIGLEY PUBLISHING COMPANY
ROCKEFELLER CENTER
1270 SIXTH AVENUE
NEW YORK 20, N. Y.

FIRST CLASS

|Sec.34.9.P.L.&R.)
PERMIT NO. 8894
NEW YORK. N.Y.

67 — Parkins Theatre Supply. 305 Pearl St.

68 — United Projector A Film, 228 Franklin St.

New fork City:

69 — AmuMmcnt Supply, 841 W. 44th St.

70— Capitol Motion Picture Supply, 630 Ninth Ave.*

71 — Crown Motion Picture Supplitt, 334 W. 44th St

72— Joe Hornstein, 341 W. 44th St.

National ThMtre Supply, 356 W. 44th tt

73— Norpat Sale*. Inc., 113 W. 42nd St

74 — S.O.S. Cinema Supply, 602 W. 32nd St

75 — Star Cinema Supply, 447 W. S2nd St

Syracuse:

76 — CMtral N. Y. ThMtr* Supply, 210 N. Sallna St

NORTH CAROLINA
Charlotte:

Tt — Bryant Theatr* Supply, 227 8. Church St

78 — Charlotte ThMtr* Supply, 227 S. Chioeh St

79 — Dixie ThMtre Supply, 2I3 W. 3rd St
National ThMtre Supply, 304 S. Church SL

80 — Southeastern Theatr* Equipment. 209 S. Pejriar St,*

81 — Standard ThMtr* Supply. 219 S. Church St

82 — Theatre EquIpmMt C*.. 220 S. PMlar St.

83 — WII-KIn ThMtr* Supply, 229 S. Church St

Greensboro:

84 — Standard ThMtr* Supply, 215 E. Waehingtee St.

63— ThMtr* Supplier*. 304 8. Davie St

OHIO

Cincinnati:

87— Mid- West Theatre Supply, 1638 Central Parkemp*
National Theatr* Supply, 1657 Central Parkway.

Cleveland:

National Theatr* Supply, 2128 Payne Av*.

88 — Ohio Theatre Equipment, 2108 Payne Av*.

89— Oliver ThMtr* Supply, E. Srd and Payne Av*.*

Columbus:

90— Amerieaa ThMtr* Equipment 163 N. High St

Dayton:

91— Dayton ThMtr* Supply, III Volkenand St.

92 — Sheldon Theatre Supply, 627 Salem Av*.

Toledo:

03 — American Theatre Supply C*., 430 Derr St
94 — ThMtr* Equipment Ce.. 1206 Cherry St

OKLAHOMA
Oklahoma City:

93— CMtury ThMtr* Supply Ce.. 20 N. Lm St

96 — Howell Theatre Suppllei, 12 S. Walker Av*.

Natlenal ThMtr* Supply. 700 W. Grand Av*.

97— Oklahoma Theatr* Supply, 828 W. Grand Ave.*

OREGON

Portland:

98 — Modern Theatr* Supply. 1835 N.W. Kearney St*

99— Portland Motion Picture Supply, 916 N.W. 19th St

100— B. F. Shearer. 1947 N.W. Kearney SL

191— Inter. State ThMtr* EquIpmMt 1928 N.W. Kearney St

PENNSYLVANIA

Philadelphia:

102 — Blumberg Brea., 1305-07 Vine St.*

National Theatre Supply Co., 1223 Vine St.

103 — Superior Theatr* Equipment 1313 Vine St.
Pittsburgh:

104 — Alexander ThMtre Supply, 94 Van Bramni St.*

105— Atlas ThMtre Supply, 402 Mlltenberger SL
National Theatre Supply, 1721 Blvd. of Allle*.

Wilkes Barre:

106 — Vincent M. Tate, 1620 Wyoming Av*., Feriy-Fert

RHODE ISLAND:

107— Rhode Island Supply. 357 Westmlnater St, PrevIdMC*.

SOUTH DAKOTA

106— American ThMtre Supply, 318 S. Main SL, Slam Fall*.

TENNESSEE

Memphis:

109— Monarch Theatre Supply. 402 8. Second St*

National Theatre Supply, 412 S. Second St
MO— TrI-SUt* ThMh* Supply, 328 8. SliMd St

TEXAS

111— Hardin ThMtr* Supply, 714 South HamptM Rd.

112 — Herber Bros.. 408 8. Hvwoed St

113 — Modem Theatre Equipment, 1918 Jaeksen St
National Theatre Supply, 300 S. Harweed St.

1 14— Southwestern Theatre Equipment 2018 Jackeen St*

115— Sterling SalM A Service, 2019 JaekSM St

Houston:

118— Southwestern Theatr* Equipment 1822 Aoetln St*

San Antonio:

117— Alamo Theatr* Supply, 1898 AlametM St

UTAH

Salt Lake City:

IIS — Intermountain Theatr* Supply. 264 8. Eaet Flfol St
I9-S*rvl.e ThMtr. Supply. 258 8. Eaet Fl^St

120— Western Sound A Equipment 8. East First St*

VIRGINIA

121— Norfolk Theatr* Supply, 2706 Colley Av*.. HlHMk.

WASHINGTON

Seattle:

!Ji — [nt«r-8tata Theatre Equipment Co.» 2234 CaieaB Am
Supply. 2400 Third Av*.*

Theatre Supply, 2319 Second St
125— B. F. Shearer, 2316 Second Av*.

WEST VIRGINIA

128 — Charleston ThMtr* Supply, 808 La* SL, Otari*

WISCONSIN
Milwaukee:

Clybeum St.*

sISSr fW; Btata Si. “•

Zke T)nve-in . .

A regular department devoted
to the design, eguipment and uperation of outdoor theatres.

A New 1000-Car Driye-ln . . .

Absecon, N. J„ theatre has a screen 112 feet wide
and playground adjoining the refreshment building

THE ABSECON drive-in, which opened in June, is
the eighth outdoor operation of Walter Reade The-
atres. Located only two miles from Atlantic City, it
has a capacity of 1,000 cars with provisions for adding
250 at the screen end. The screen tower is 112 feet
wide by 68 feet high and is of wood construction (by
Cartwright & Morrison, Inc., Holcomb, N. Y.) on a
concrete base. Curved on a radius equal to the pro-
jection throw, and with a 6° tilt, the screen itself, which
is 48 feet high, is Masonite surfaced with "white" out-
door screen paint. Non-anamorphic prints are pro-
jected in a picture size 80x48 feet. The projection
booth (right) is housed in the refreshment service build-
ing. Projectors, soundheads (optical) and amplification
system are Simplex X-L, lamps National Excelite oper-
ated at 135 amperes. In-car speakers are RCA.

Other pictures of the >tb$econ are on following page.

BETTER THEATRES SECTION

ABSECON DRIVE-IN continued

Kai led /Cords

KOILED KORDS, retractile speaker
cords, minimize replacements because
they last longer. KOILED KORDS do not
catch in door handles, bumpers and other
car accessories so speaker losses too,
are reduced.

KOILED KORDS, retractile speaker
cords, extend to six times their retracted
length then return to their neat out-of-the-
way coil against the standard when not
in use.

KOILED KORDS add that touch of neat-
ness and order that all good drive-ins
strive for. KOILED KORDS are jacketed in
neoprene and withstand the weather no
matter how extreme.

Specify neoprene-jacketed KOILED
KORDS for all your new speakers and
use them always for replacements. Your
theatre equipment dealer can supply you.

/Coiled /Cords

Incorporated

Box K, New Haven 14, Connecticut

* KOILED KORDS is a trademark of
KOILED KORDS, INC.

A SPACIOUS PLAYGROUND is provided in the Absecon drive-in plan at the rear of
the refreshment-toilet-projection building, following practice which has recently devel-
oped (despite a slight loss in parking space) importantly for the purpose of making re-
freshments immediately available during pre-show playtime. Also being near the cen-
ter of parking, instead of at the edge of it in front of the screen, this location is more
convenient for patrons with children using the playground. Neatly surrounded by a picket
fence suggestively trimmed with painted wood cutouts of cartoon characters, the
playground is equipped with a variety of slides, swings, etc., by the J. E. Burke Com-
pany, and rides by the Miracle Equipment Company. (Refreshment service facilities
of the Absecon are pictured and described in the Better Refreshment Merchandising de-
partment preceding Better Theatres.)

THE TRAFFIC PLAN of the
Absecon takes cars from the
highway (right photo) a consid-
erable distance to the left of
the ramp area, with the en-
trance drive swinging back to
reach twin ticket booths serving
two lanes (above) 200 yards
from the highway — nearly op-
posite the screen tower. The
ticket taker is 100 yards beyond
this point. Exit is by a drive
from the opposite side of the
ramps. The ticket booths are of
California redwood, and flower
plots in front are lighted by
fluorescent lamps behind "win-
dows" in the bases.

/ ' — i.„

iAWaLTER RSADE'SlEArRE

■ trHIttrWfLtTi'i

f » 'THE COUNTRY GIRL* ,
^ tat 'PERILOUS JOURNEY" ‘

MOTION PICTURE HERALD. AUGUST 6, 1955

DOUBLE-DUTY TRUCK . .

Besides being the usual cart-of-all-
work, running errands, hauling re-
freshment merchandise and other
supplies, plus pushing a patron's
stalled car now and then, the pick-
up truck of the Absecon, N. J.
drive-in is also a bearer of adver-
tising of both that theatre and its
sister Walter Reade drive-in at
Pleasantville, N. J. Attractively
painted white with blue trim, it
carries two one-sheets on both
sides.

Can't Forget to Leave These Speakers

SPEAKER LOSS is being cut
from a rate of 400 a season to merely 20,
James Collins, manager of Smith Manage-
ment's Natick (Mass.) drive-in reports on
the basis of results so far, through a new
speaker mooring system installed there. The
plan was developed by Jack Hauer, dis-
trict manager for the circuit at Montgom-
ery, Ohio, and Lou Gates, chief engineer.
A patent has been applied for.

It isn’t that willful attempts to carry off
speakers are common at Natick, Mr. Col-
lins explains, but rather that in their hurry
to try to get ahead of the rush at the exit
gate, patrons pay no attention to remind-
ers that speakers must be put back on the
posts. Dozens of them would step on the
starter and dash toward home, ripping the
cable and not even noticing until later.

Top picture shows a
speaker case open, with
finger pointing to con-
duit and piano wire at-
tachment. Immediately
above is pictured at-
tachment of the wires to
bolt in junction box. At
left James Collins, man-
ager of the Natick
drive-in, demonstrates
how the cable extends.

quite often, that the speaker was still in
the car. Whether or not they were aware
of what they had done at once, very few
bothered to return a speaker. “Probably
ashamed to admit their carelessness,” says
Mr. Collins.

Such bits of forgetfulness now, however,
are more likely to leave a chunk of window

glass behind than to result in a missing or
damaged speaker! Not only is each cable
enclosed in an obviously strong length of
flexible battleship-type steel conduit, but
inside this conduit, unseen, are two stout
piano wires, which are attached to bolts in
the post and the speaker casing, as illus-
trated in the accompanying photos.

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See your favorite Independent Theatre Supply Dealer

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literature.

"The Voice of the Drive-In"
1207 Cherry St., Toledo 4, Ohio

BETTER THEATRES SECTION

Art Exhibits as a
Device of Showmanship

Section of art exhibit in
the foyer of the motion
picture theatre of Shop-
pers World, huge popu-
lar market at Framing-
ham, Mass., on the
Boston-Worcester Turn-
pike. On the table is a
box, labeled "Critic's
Forum," into which
patrons may drop com-
ment on the pictures.

€The adjoining article on the exploitation by motion picture
theatres of public interest in the graphic arts concerns
developments in an area that could be judged under the influence
of Boston, and the traditions of America’s erstwhile ” Athens”
may color this report for citizens of other regions. Actually, of
course, there is nothing regional today in conditions for the de-
velopment and exercise of such interests. Education and travel,
common things in these times, are alone enough to provide them
pretty generally in this country. So-called "art film” theatres,
IV here the art exhibit is a common device of showmanship, have
been having a modest groivth in distribution as well as in number.
This report also notes the successful use of such displays at a
1 500-seat theatre in a popular shopping center. Instances of that
sort may not mean anything in themselves; they might, however,
represent factors of patronage no longer quite as restricted as the
narrow policy of "art” theatres have made them seem — as, indeed,
they once really were. . . . An incidental aspect of this association
of art and motion pictures is the regularity and leis?ireliness tvhich
the foyer displays apparently inject into movie-going at these
theatres. This tvould reflect an appeal of the intimate and per-
sonal in a theatre’s environment, of a clubby, communal atmos-
phere that does not require an art exhibit for its contrivance.

OTION PICTURE exhibi-
tion long has found use for Art — here
meaning the graphic arts, especially paint-
ings— to give its own medium a desired cul-
tural identification. In practical effect, such
displays were part of the setting. Lately,
however, they seem to be acquiring an ac-
tive part in the scheme of showmanship,
with interest extending to a broader section
of the public.

The idea of hanging paintings on the
foyer walls of theatres is at least as old as
the huge, palatial theatres with which great
circuits promoted the aspirations of the
screen. Usually they were permanent adorn-
ments, magnificently framed, but here and
there, as at the Metropolitan in Boston,
there were occasional exhibits of fresh lo-
cal art, sometimes by members of business
men’s art clubs. All this jibed with the
grand appointments and with the symphony
orchestra that also contributed to the pro-
gram.

But with the passing of stage shows gen-
erally at such “super-deluxe” showplaces,
incidentals of showmanship like art displays
were forgotten. They became the badge of
little “art film” theatres when these set out

MOTION PICTURE HERALD, AUGUST 6, 1955

Displays of pictures in three thea-
tres in Boston and its suburbs —
left, the Brattle in Cambridge
(note also photo at bottom of
page); immediately below, the
Beacon Hill In Boston; and the
Fine Arts which is in Maynard.

to attract the so-called intelligentsia as their
special section of the public.

The Fine Arts theatre in Boston, for ex-
ample, displayed paintings, which w’ere con-
stantly changed, along wide stairs which
led up to it in the Loew’s State Building.
They became a feature of the operation
when George Kraska took it over in 1927.
The function of art exhibits as a sort of
companion of the motion picture in its so-
cial ambitions was further demonstrated in
the screening of films, including cartoons,
at such places as the lecture hall of the
Boston Museum of Fine Arts.

Today in certain parts of New England,
particularly in or near the Boston metropoli-
tan area, “art film” theatres, presenting a
mixture of imported pictures with the
“best” of Hollywood product, are among
the most successful operations in the region.
They have developed their own audiences,
and these include thousands of art fans,
who watch for announcements of new ex-
hibits as well as of the screen features in
the programs Avhich are mailed out regu-
larly by these theatres.

More recently, the art exhibit has gone
farther afield in its association with motion
picture exhibition in New England. If this
is warranted by broadening cultural inter-

ests as a result of social changes, then it is
not a development of significance only to
this section of the country. In any case, this
association of motion pictures and art has
been found a good w'ay to exploit local ac-
tivities.

At the Cinema in Shoppers World, a
huge shopping center on the Boston-

Adjoining the art ex-
hibit room of the Brattle
theatre in Cambridge is
a cocktail lounge. Both
rooms are located in the
basement of the build-
ing, with access directly
to the street lobby. The
art gallery is a commer-
cial venture of two stu-
dents, but the cocktail
lounge is operated
by the theatre itself.

Worcester Turnpike, Smith Management
is using it rather ambitiously. The Cinema’s
public is as diverse as the customers of a
mammoth popular market, and the art e.x-
hibits in the theatre’s spacious foyer, says
Lloyd AI. Mills, the manager, are arousing
wide interest.

Pictures hung here are the work of art-
ists for the many surrounding communities.
To give the Cinema’s patrons a feeling of
personal participation, they are invited to
drop their comments on paintings in a
“Critics Forum” box. A Framingham art-
ists’ guild, of which Air. Alills is one of
the founders, shows the work of its mem-
bers, one at a time, throughout the }'ear.
Then each spring each member supplies one
or two paintings for a big joint exhibit.
This year 42 artists joined in this.

But the show which provides the most
effective publicity for the Cinema and does
most to develop good public relations in
general, is the High School Student Art
Festival toward the end of the school year.

{Continued on page 36)

BETTER THEATRES SECTION

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A Big Picture with
Small Image Quality

{Continued from page 15)

nification is only 260 times, and the area
enlarjiement is only 70,000 times. 'I'his is
actually less magnification than in tradi-
tional practice as shown in Item 1 ! With
Cinerama good picture resolution can be
maintained for viewers seated even so close
as 25 to 30 feet away from the screen.

CinemaScope {Item 7) enlarged the pic-
ture frame area of the regular 35mm film.
Its projector aperture of .91 2 x .7 1 5-inch
has an area of .650-square-inch, which is
75% larger than the 1.85-to-l “cropped”
aperture. However, even this increase in
film area still required an enlargement of
330,000 times in order to produce a picture
60 feet wide, and this enlargement is over
3^ times greater than that of former prac-
tice {Item 1). This means that for desired
resolution in a 60-foot picture the min-
imum viewing distance should not be less
than about 70 feet.

Item 3, Figure 1, refers to a Cinema-
Scope picture only 32 feet wide. Here the
enlargement is 88,000 times or exactly the
same amount as in Item 1. With a picture
of that size, good resolution should be ob-
tained at a viewing distance of 40 feet.

Improvement in film grain characteristics
is the basic objective of Paramount’s Vista-
Vision process. The negative film, which is
normal 35mm stock, is exposed in double
frames (8 sprocket holes) in a horizontal
camera. The size of the negative frame
is 1.472-inch wide by .997-inch high. After
development this large negative frame, with
an area of 1.46-square inch, can be reduced
optically in printing to a normal positive
35mm frame of about .45-square inch,
thereby decreasing print film grain.

There is no doubt that the reduction in
film grain thus accomplished permits better
viewing conditions in the theatre. Recent
announcements by Fox and MGM indicate
that both of these companies contemplate
using large negatives in their cameras, then
reducing the film grain size by reduction
printing to the standard size 35mm positive.

'Pwentieth Century-Fox will use a nega-
tive about 55mm wide with an eight sprock-
et hole pull down. This Avill give a neg-
ative film area of 2.5-square inches (see
Item 12 in Figure 2), which will give a
print-down reduction of 4-to-l for optical
track CinemaScope prints. It is believed
that MGM will use the large Todd-AO
frame {Item 13) on a negative 65mm wide.
'Phis will produce a negative area of ap-
proximately 1.7-square inches.

4'his form of reduction printing from
large negative to standardjsize positive will
minimize to some extent the flaws and res-
olution errors which have been inherent in

but nobody

under-sells

HILUX

See your Theatre Supply Dealer
or write us directly . . . NOW

PROJECTION OPTICS CO.

ROCHESTER, NEW YORK

THE FELLOW SAID:

Why get fancy? I spent a lot of money
putting in a big screen. I'm going to
wait a couple of years before I put
more money on my stage.

THE SHOWMAN ANSWERED:

The stage is the Swim Suit on the
bathing beauty. Without it the pic-
ture is raw. Dress it up! Even a
"master" needs a frame, or it looks
raw, too. I sell the illusion that my
patron is part of the picture. I can't
if he's conscious of unmasked screen,
poor framing, dirty drapes. Modern-
izing stage? Call Doc Faige.

NORPAT, Inc., 113 W. 42 St., N. Y. C.

■■ J

LiiJ

1674 SUMMIT LAKE BLVD., AKRON. O.

Originators of All-Plastic 8 Seamless Plastic Screens

MOTION PICTURE HERALD. AUGUST 6, 1955

the over-enlargement of the picture on the
screen. The result should be the presenta-
tion of better defined screen images in
every theatre. Such improvement does not
entail any change of equipment in the field. |

Ultimate accomplishment of the desired
quality can really only come, however,
when the actual positive film-to-screen mag-
nification is reduced to the old-time min-
imum. As we said. Cinerama accomplished
this by using triple prints in three projec-
tors( Item 10). Todd-AO, with its single
65mm positive {Item 11) will have a total
enlargement of 127,000 times, which is
greater than Cinerama but should be com-
parable in quality to the old-time 24-foot
picture {Item 2).

Paramount in special cases has released
unreduced positives, printed directly from
their large VistaVision negatives {Item 9).
These 35mm prints were projected through
special horizontal projectors and demon-
strated that good picture quality can be
brought back to the theatre on a large
screen.

It is quite possible that Twentieth Cen-
tury-Fox may release some of their new
55mm CinemaScope pictures on full-sized
55mm positive prints {Item 12). In this
case a 60-foot picture should have the
equivalent quality of the old-time 20-foot
picture even when viewed from a distance
of 40 feet.

The nature of film presentation has
changed radically in the last two years.
Producers and engineers have been trying
to change the scope and dramatic range of
the theatre screen. An attempt is being
made to bring dynamic reality to the
theatre.

DIRECTION OF PROGRESS

Excellent picture quality, in combina- |
tion with proper large picture size, are the
two principal factors which will produce
this realism. These two are only compati-
ble if the film-to-image magnification does
not destroy good seating arrangement. The !
efforts of the various producers to solve
this problem are leading towards the use j
of large negatives first, then large positives 1
as the final answer.

The trend for the future, at least for j
the larger theatres, seems to be towards !
the possible use of larger positive film.
Cinerama started it with its sectional I
prints ; Paramount followed with its single j
double-frame horizontal projection; Todd-
AO is now getting ready for 65mm pres- |
entations ; 20th Century-Fox and MGM
are developing wide-film processes. This
means that engineers and manufacturers
must be prepared to produce equipment
capable of handling and projecting the new
films. There is no doubt that this chal-
lenge Avill be met by producer, manufac-
turer and exhibitor in order to keep the
motion picture industry the leader in the
entertainment field.

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BETTER THEATRES SECTION

about Products

news and views nf the market and its sources of supply

New Models of Century
and "QC Projectors

NEW MODELS of the Cen-
tury “C” and “CC” projector mechanisms,
designed Avith a number of features to pro-
vide for the latest developments in arc
lamps and high-speed lenses and incorpo-

ine Century projector mechanism shown above
with operating side door closed and opened below
with 4-inch diameter lens mount visible.

rating other improvements, have been an-
nounced by the Century Projector Corpora-
tion, New York.

The new models are equipped with light
shields designed to accommodate the latest
high output arc lamps — specifically those
already available with 18-inch mirrors. In
addition they are designed to mount 4-inch
diameter high-speed lenses as well as to

use, with adapters, all standard lenses, in-
cluding anamorphic.

The lens mount now incorporates fea-
tures of design to permit a projectionist to
focus easily the new short-focal length,
high-speed lenses. It has a newly developed
lubricant, which, it is claimed, will not
flow or creep or change viscosity from freez-
ing to boiling temperatures, thereby insur-
ing uniform focusing at all times.

A nerv and enlarged observation door is
constructed for easier viewing of the film
as it passes through the projector. A newly
designed water-cooled gate provides for easy
changing to accommodate all standard and
special film, sizes.

The main drive shaft of the mechanism
is now designed so that the soundhead coup-
ling is directly mounted to the shaft, elimi-
nating the 17-tooth pinion and stud unit,
thus to provide a more positive, trouble-free
driving arrangement between the mechan-
ism and the soundhead.

New Line of Paints
for Drive-in Theatres

A COMPLETE line of special
paints for drive-in theatres, including those
for screens and towers, concession stands,
road markings, rest rooms, ceilings and
floors, speakers and posts, projection rooms,
fences, etc., has been announced by the
Ravtone Screen Corporation, Brooklyn,

n.'y.

Designed for all interiors, including re-
freshment buildings and rest rooms is the
Adelphi “Redi-Blend” flat enamel. A pure
oil-base alkyd resin paint, it is provided in
25 basic colors, including 12 pastels and
1 3 deep tones. The manufacturer states
that a single coat will act as a primer,
sealer and finish all in one and that it dries
and sets quickly whether it has been
brushed or rolled.

For e.xterior use, including refreshment
buildings, rest rooms, and others, is the
Adelphi “house and trim” paint, which is
supplied in 22 colors. Also designed for
only one application, it is said not to crack,
chip, peel or fade.

For all drive-in floors, both exterior and
interior, the company has the Adelphi “floor
enamel.” It may be used over almost any

type of flooring surface, the manufacturer
states, and is weatherproof and easy to
apply.

A variety of white paints is also available
in the line. Including a flat-white for ceil-
ings; a “road marking” white specifically
formulated for traffic lanes; an “exterior”
white for wooden fences ; an “aluminum”
paint for speakers and posts; and an “ex-
terior flat Avhite” for walls of refreshment
buildings, rest rooms, projection rooms and
others.

For the screen itself the company features
“Vinylkote,” a white paint that is thinned
with water. It is designed to be applied
over painted or unpainted asbestos, transite,
concrete or plywood. The manufacturer
claims It will not scale, crack or blister and
has very high light reflectance. In addi-
tion it is said to dry in one hour and can be
applied even in damp weather.

Also for screens is the Raytone “regular”
white paint which, it is stated, has “an exact
degree of matte finish which diffuses pro-
jected light at a rate that far exceeds the
minimum standards of the SMPTE.” It
can be applied to asbestos, wood, concrete,
transite and metal and is said to dry hard
and resist dirt.

The “Stereo” paint is provided by the
company for outdoor theatre screens where
3-D films Avill be exhibited.

New Simplex Integrated
Sound System Series

A NEW SERIES of theatre
sound systems with features designed to
integrate controls for one-track optical and
four-channel magnetic reproduction has
been added to its line of Simplex XL equip-
ment by National Theatre Supply. The
new series is designated the XL-500.

In the new systems optical and magnetic
controls have been integrated so that a
single changeover box at each station pro-
vides for both, thereby eliminating a dupli-
cation of controls on the front wall of the
booth, it is pointed out.

By means of a pre-selector switch the
sound is set for magnetic, optical or non-
sync, and change is made from one to the
other by pressing a changeover button. For

MOTION PICTURE HERALD, AUGUST 6, 1955

instance : after the pre-selector switch has
been set with a feature magnetic stereo-
phonic print running on projector one, it
is necessary only to operate the sound
changeover button to bring in an optical
print on projector two. To change to non-
sync the pre-selector switch can be set dur-
ing the last reel and the sound button
merely pressed when it is finished.

For emergency use in case of failure in
any one channel, a special standby switch
is also included. It permits mixing mag-
netic sound from the center channel into
the left and right channels. However,
stereophonic sound from the left and right
channels can be mixed into the center chan-
nel only. This same switch will also per-
mit playing optical sound through all three
power amplifier channels and screen
speakers.

The same volume control is used for
both optical and three of the magnetic
sound channels; however, a separate con-
trol is employed for the fourth magnetic.
Balancing of the two types of sound has
also been provided for, and plug-in optical
and magnetic pre-amplifiers permit easy re-
placement and service, according to the
company.

You will find the projectors give a steadier picture, oper-
ate more quietly, need less service, and the parts will last

^su PE:/?.

longer — See your Theatre Equipment Dealer
about this important improvement in your theatre,

Chair Backs Extended
In International Line

THE BACKS of all theatre
auditorium chairs in the line of the Interna-
tional Seat Corporation, Union City, Ind.,
have been extended 2J<2 inches in length,
according to a recent announcement by the
company. The change was made to give
added protection to the upholstery at the
back of the seat, thereby reducing wear at

that point to a minimum, the announcement
states, in addition to providing “added com-
fort and protection to the theatre patron.”
Made of all-steel construction, chairs in
the International line features a hingeless

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FOR THEATRES OUTSIDE U. S. A. AND CANADA—
FOR STUDIOS EVERYWHERE—

No Matter What You Need .. .Westrex Has It!

Westrex maintains a complete supply and service organization
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theatres outside the United States and Canada. Look to Westrex.

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BETTER THEATRES SECTION

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447 West 52nd Street, New York 19, N.Y.

SPECIAL PURCHASE!

Comfort is
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THEATRE CHAIRS

Theatre Seating Division
Menominee • Michigan

an4

Some advertisements offer literature on
the product advertised, and often a coupon
is included as a convenient means of pro-
curing it. Moreover, The Theatre Supply i
Mart (insert at page 19) provides a post- |
card for this purpose. . . . Or, if you do
not see what you want advertised in this I
particular issue, you may write the BETTER '
THEATRES SERVICE DEPARTMENT,
Rockefeller Center, New York 20.

seat suspension requiring no lubrication.

I he backs and cushions are removable so
that damaged parts may be easily replaced,
the manufacturer points out, and cushions
and backs from less-used seats may be
quickly exchanged with those subjected to
heavier wear in other parts of the theatre.
The cushions are the coil-spring type.

The chairs are available in a wide choice
of seat ends, with aisle lights, with DuPont
enamel metal finishes and in a wide range
of plastic-coated leatherettes and other
fabrics.

Projector Designed for
Lamps of f/ 1 .64 Optics

.A PROJECTOR mechanism
with design features that include provisions
for lamps with //1. 64 optical systems, has
been announced by the Engineering Prod-
ucts Division of RCA, Camden, N. J.
Supplanting the RCA-100 projector, the
new mechanism is cataloged as the RCA-
200.

Both film gate and the double-shutter
unit have been redesigned especially for
efficient utilization of the light output of
the new high-speed lamps with 18-inch
mirrors, and the trap may be water-cooled.
Other features include independent drive
for the reverse shutter, sealed ball bearings
requiring no lubrication, and automatic
loop-setting pad rollers.

Unit for Converting
To Selenium Rectifiers

AN EQUiP.MENT package
designed for converting tube type rectifiers
to selenium has been placed on the market
under the tradename, the “Kni-Tron Con-
version Unit,” by the Kneisley Electric

Company, Toledo, Ohio. The package con-
sists of a selenium stack, a fan, a fan motor
and stack housing and also includes all nec-

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MOTION PICTURE HERALD, AUGUST 6. 1955

essary wiring and detailed instructions for
the installation.

Stacks are supplied for rectifiers of vari-
ous outputs, thus increasing power range in
each case, to 60 amperes in the case of a
50-ampere tube rectifier, to 80 for six-tube
equipment capable of 60 amperes, or to 100
amperes for a 75-80 mercury vapor rectifier.

'I'he manufacturers’ announcement states
that, according to the findings of its engi-
neers, it is possible to convert almost any
type of tube rectifier to selenium at a low
cost since “the transformers and housings
incorporated in present tube type rectifiers
are essentially the same as those required
for selenium.” A complete changeover from
tubes to selenium is said by the company to
take only 20 minutes and is easily carried
out right in the projection booth.

RCA Adds "Dyn-Arc" Lamp
With 18-Inch Reflector

REFLECTOR LAMPS with

an 18-inch, //1. 64 mirror have been added
to the line of projection light sources dis-
tributed by RCA, according to A. J. Platt,
manager of theatre equipment sales. Called
by RCA the “Dyn-Arc,” the lamp is de-
signed for regular use of either 10mm or
11mm positive carbons and anticipates ap-
plication to a reflector lamp of the 13.6mm
positive. Heat control and dissipation fea-
tures include a blower type deflector, com-
plete lamphouse ventilation by an internal
forced air system, and water-cooled carbon
jaws. A water circulator that operates di-
rectly from the arc voltage is available for
supplying cooled water to carbon lamps.

•

“HILUX” FACTORY IN ENGLAND

The formation of a manufacturing out-
let in London, England, to produce the
“Hilux” line of projection lenses for the
British Commonwealth and export has been
announced by Fred E. Aufhauser, president
of the Projection Optics Company, Inc.,
Rochester, N. Y. The new company will
be called Projection Optics, Ltd., and
Westrex Company, Ltd., will handle dis-
tribution of the British-made products.
Delivery of the “Hilux Val” anamorphic
lens has already begun, it was stated, and
a demonstration was held for the trade in
M-G-M preview rooms in London.

•

NEW HEADQUARTERS FOR BODDE

The Bodde Screen Company and the
Bodde Projector Company have announced
a new location for their offices and prin-
cipal factory in San Fernando, Calif., at
11541 Bradley Avenue. The move pro-
vides the companies with an additional
20,000 square feet of building area and
offices, the announcement states. The official
opening of the plant was held July 10th.

Your usherettes may
be the smartest.. .

BUT

every performance

STILL

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A Radio Corporation of America Subsidiary Camden, N. J.

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The F & Y Building Service is the outstanding
agency in Theatre Design and Construction in
Ohio and surrounding territory.

THE F & Y BUILDING SERVICE

319 East Town Street Columbus 15, Ohio

"The Buildings We Build Build Our Business’’

BETTER THEATRES SECTION

method in
Mtinagement

★

staff supervision
institutional advertising
exploitation equipment
housekeeping & maintenance
and related activities

mass merchandising

. . . taking a page from
the other fellow's book

EXCEPT THAT theatres
dispense its famous
product, the Coca-
Cola Company seems
far removed from the
field of motion picture
exhibition, until one
considers how it, too,
has had special prob-
lems of public relations
in merchandising a
product associated with pleasure in distinc-
tion to basic necessity.

That it has been brilliantly successful in
making and keeping the public favorably
aware of its particular kind of service, just
about everybody knows from roaring me-
tropolis to quiet country town. Even so,
you might not have been prepared for the
information given in the July issue of
Fortune, which ranked the Coca-Cola Com-
pany 126th in a list of 500 of the largest
companies in the United States; and on the
basis of profits-before-taxes, placed it 53rd
— this in selling what may be classified as
a five-and-dime item in contrast to the
merchandise of such other corporations in
the list as General Motors and U. S. Steel !

That explains how I came to be, the
other day, in the office of Edgar J. korios,
vice-president of the Coca-Cola Company,
in charge of public relations. This was at
the Atlanta headquarters of the company.
I had come to talk about public relations,
about merchandising with a man who has
made a notable career of understanding a
huge mass market in a field dependent on a
heavy volume of sales at a low price.

By CURTIS MEES

Despite the relatively stable retail price
of Coca-Cola, its undeviating standards of
quality, and the. retention of its familiar
bottle design, there is nothing static about
its research activities or its executive think-
ing. We in the motion picture industry
frequently talk about setting up a research
program, but this one big company conducts
a research program commanding wide re-
spect (and envy), which is especially note-
worthy considering there are no yearly
models or seasonal flavors requiring experi-
mentation.

For one thing, the Coca-Cola Company
has long been conducting research into our
buying habits, yours and mine. As far back
as 1924, it pioneered a new field Avith the
introduction of the first handy six-bottle
carry-home package when the need for such
a sales unit was uncovered. Judiciously
fanning the flames, nurturing the demand
of the housewife, Coca-Cola supplied a
growing market Avhich is now of tremen-
dous proportions and still growing.

As Mr. Forio pointed out, “The shop-

ping habits of America have undergone
drastic changes in the past 10 or 15 years.
Whereas in the past the corner grocery
store could be depended upon to deliver as
few bottles and groceries as rvere wanted
fromi day-to-day, the trend now is to self-
service in huge super-markets, Avith the re-
sult the houseAvife tries to do all of her
shopping at one time, or twice a AA^eek.

“The result has been increased study by
the Coca-Cola Company to devise Avays of
making it easiest for the shopper to main-
tain a plentiful supply of its soft drink in
the home refrigerator. An outgroAvth of
this has been experimentation Avith larger
size bottles and improved cartons for
handling the larger loads betAA'een super-
market and the home.”

CHALLENGE OF CHANCES

Where do “the movies” come into this?
Well, Avhat about the changes in the Avay
of life around you as it affects your theatre
attendance? Is any thought being given to
concrete methods of meeting the challenge
thrust upon us by these changes?

Communities have spread out, Avith in-

CURTIS MEES

MOTION PICTURE HERALD. AUGUST 6. 1955

THE NEW

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Theatre Design and Motion Picture
Exhibition Engineering Service

PLANNING

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LIGHTING

SEATING and SIGHT LINES
PICTURE PRESENTATION
PICTURE PROJECTION

An architectural consultation service based on wide
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throughout the world, enabling the use of your local
architect and builder.

fnijuiries art invited

creasing demand for suburban theatres, and
of different facilities and atmosphere ( see
"The Theatre for a New Era" in the 1955
Guide Number of Better Theatres).
Competition for the entertainment dollar
has increased to the point where a “choosey”
public demands comfort and quality as it
restlessly seeks recreation. A zooming birth
rate has added to the problems of young
married couples seeking economical enter-
tainment, which has been met, in part, by
drive-in theatres, which eliminate baby
sitter fees while providing entertainment “a
la carte.”

Unfortunately, the conventional indoor
theatres have not been as successful in meet-
ing the problems, showing little counter-
activity in combating the inroads on their
patronage. Some exhibitors in this position
have helped maintain a high dollar volume
of receipts through “roadshow prices” on
many pictures — sometimes being forced into
this, and occasionally doing so on their own
initiative.

The fact that the volume of money is
high sometimes fools them into believing
increased receipts is as worthwhile to them
— and the industry as a whole — as the same
dollar volume achieved through greater
attendance at “popular prices.” (Don’t get
us wrong, we are for a popular price which
is in fair proportion to the cost of other
commodities on today’s market. In numer-
ous cases theatre admission prices are en-
tirely too low in comparison with pre-war
prices, in our humble opinion).

RESEARCH PROGRAM NEEDED

In place of the continual “see-sawing” of
roadshow prices on the “big ones,” as com-
pared with run-of-the-mill product, would
we not all be better served by a generally
higher level of so-called popular prices, still
in line with the purchasing power of the
majority of our patrons? This is one point
where an industry research program could
provide an answer based upon proven
facts.

The Coca-Cola Company consistently
applies the principle that no organization,
be it large or small, can ever sit back and
rest on its laurels. Whenever a business
quits earning its own way with the public,
they say, seeds of disintegration sprout im-
mediately and the business goes down-hill !
Mr. Forio’s formula for overcoming this is
to instill a genuine desire for service on the
part of every person in the company as his
contribution to the program. Quoting him,
“What you say about yourself is adver-
tising; what others say about you is repu-
tation. But it is what other people say
about \'our product that really pays off !
The product must be promoted with truth
and sincerity.”

How m.any of us in the theatre business
have been content to sit back and take it
{Continued on page 36)

The Honeymoon
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repairing or replacing worn parts, seats
or arms. We do it without interrupting
your show . . . and our low, low prices are
easy to take!

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BETTER THEATRES SECTION

ADC curtain track and con-
trol equipment can be custom-
Rtted to your needs. Our Besteel,
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tracks . . . our Autodrape, Silver
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Write for full information.

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Some advertisements offer literature on
the product advertised, and often a coupon
Is included as a convenient means of pro-
curing It. Moreover, The Theatre Supply
Mart (insert at page 19) provides a post-
card for this purpose. . . . Or, if you do
not see what you want advertised In this
particular Issue, you may write the BETTER
THEATRES SERVICE DEPARTMENT,
Rockefeller Center, New York 20.

History Shows Few of

Our Mistakes Are Original

says

owner-manager of the Northwood theatre, Northwood, la.

Northwood, Ia.

HISTORY IS supposed to be
the recording of consequential events in
the past affecting human society. It has
always held a strong fascination for me,
and to prove the point I want you to know
that I have recently waded through the
strong, swift stream of Toynbee’s “Study
of History.’’

It has been said that unless we know the
past, we cannot understand the present.
It also has been said that those who do
not know history are condemned to make
the same mistakes. It is with this straight-
laced and scholarly viewpoint that we take
a look at history as it pertains to our in-
dustry, using the recent 40th Anniversary
issue of Motion Picture Herald as our
text.

Starting in 1916, on page 46, we see a
film market quotation and discover that
not a single company listed at that time is
now in existence. Doubtless they paid all
their surplus out as dividends and silently
folded their tent.

We see that the scourge of “gimmees” is
not of recent vintage, for forty years ago
somebody was receiving donations for the
benefit of actors. (That was in the days
before the backyard swimming pool became
a standard accessory.) Also to catch our
eye is Vitagraph’s president making a
pitch for his coming years’ product, say-
ing, “There are to be no bad pictures on
our program.’’ Famous last w'ords!

If you look across the page you will see
that hallowed spot where the first print of
the oft-repeated “Count of Monte Cristo”
was made. They shoulda torn up the script
when they tore down the building. And
did you notice the admission price on the
hox-office window of Warner Brothers’ first
theatre, featuring “refined entertainment
for ladies, gentlemen and children?” Five
cents! Permanently painted on the win-
dow, too. No jockeying admission prices
in those days. Wonder when we started
having a kids price? (As a passing thought:
How’d you like a JO-30 deal in those days
with that admission?)

•

It looks like inflation really started in
1917, when bold headlines featured some-
one telling exhibitors to raise their price to

15c. Somebody’s always telling exhibitors
what admission price to charge 1 That was
a year, too, when a familiar blazing head-
line declared that “Small Exhibitors Face
Rum in Big U. S. Tax.” The printer
could have left the type set to use again 30
years later! Both Universal and Uncle
Sam got into big fights that year — 1917.
One won a legal battle and the other
emerged a champion.

Well, in 1918 a lot of patrons caught
cold and got runny noses standing around
in wet lines waiting for change for a quar-
ter. So the motion picture people urged
Congress to make a 15c piece to speed up
the flow of traffic past their box-offices.
They certainly were the good old days!
Can you imagine thousands of people
catching the sniffles because they had to
wait in line for some cashier with nine
thumbs to hand back a dime change from
a two-bit piece. A lobbyist armed with
that kind of ammunition probably' went
and jumped in the Potomac. Besides, those
snifflers shoulda been glad they had lines
to stand in. In 1955 they’d be getting
antihistimine shots in the line, if there
was a line, and they’d be paying for it —
or, brother, how they’d be paying!

That was also the year the government
conceded that the screen spoke to a pretty
sizeable hunk of the population every night,
makuig theatres a pretty handy thing for
propaganda. They’re good for taxes, too.
•

You fellow-exhibitors who lived through
much if not all of the historv displayed in
those Anniversary issue pages may not be
able to appreciate the reaction of a Johnny-
come-lateh' like Northwood’s present and
only representative of showbusiness. Look
at those headlines, for example, of 1923:
“Exhibitor Politics Boiling” . . . “Schenck
Bars Road Shows” — that was Joseph M.
whom 1955 identifies with Todd-AO —
“Wants Theatres to Prosper” . . . “De-
Mille’s ‘Ten Commandments’ Is Monu-
ment to Industry.” What goes on here?
What am I living through now, a reissue?

I see some references to Smith Bookhart,
who used to be U.S. Senator from the state
where I now pay taxes. Smith Wildman
Brookhart — that second name sure made
him vulnerable — got himself a big scrap-

MOTION PICTURE HERALD, AUGUST 6. 1955

book of press notices out of the motion
picture industry. Wanted the Government
to lay down the law to it. Smith wasn’t
around when it germinated, but the idea
dropped on fertile soil. By the way, what
pictures you playing next week or week
after? On what terms? . . . ^ ep, once in
awhile lowans remember Senator B. But
there ain’t near the loco weed in Iowa there
used to be. Looks like our big southwesters
blew most of the seed over into Wisconsin.
•

In 1921 a Public Rights League was
organized under the leadership of the
Herald to enlist theatre patrons in a fight
for freedom of the screen. “Radical re-
formers,” as the zealous supporters of
censorship were called, were applying a
great assortment of local, and mostly per-
sonal, prejudices in requiring that this, that
and the other thing be cut out of films.

We weren’t in the picture business then,
since Mom tucked us in bed by 7 o’clock
every night, but we can imagine what a
mess of things was made by cutting out
certain scenes for one city or state, putting
’em back for another, and in general hash-
ing up the sequences until \’ou couldn’t tell
the plot without a score card. Musta cost
the distributors quite a piece of change,
too — and with the pictures already bought
on contract they couldn’t recover the
charges by upping the percentage a point
or two.

Apparently this noble experiment, like
that other one of the same period, didn’t
do much for censorial sobriety. But Martin
Quigley and his Herald didn’t give up the
fight, and won out, some half-dozen years
later, in the Production Code, which has
put a crimp in the style of narrow-minded
busybodies and irresponsible producers.

•

When those Herald headlines came up
to our own day in the business, we felt
like we had just got done backtracking
through the same woods and were picking
up the trail again. “Vitaphone Perfection
Seen” . . . “Fox Grandeur Films Make
Xew History” . . . “Exhibitors Urge Qual-
ity Films to Bolster Box Office for 1932,”
and so on, “Alore Product Crying Need”
. . . “New York Public Gets a Look at
Cinerama” . . . headlines about Cinema-
Scope, about VistaVision. It took a lot of
dreaming, and jostling, and fighting, and
double-talk, and organizing, and meetings,
and inventing, and risking to make all that
history, and it’s out guess that they’re the
stuif of Herald headlines yet to come.

I’d like to speculate on them, to talk a
bit about the future. However, I’d better
get on home and hoe the quack grass out
of those spuds.

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CHAIN NO. B— Starte"d in 1945. Hos
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BETTER THEATRES SECTION

New .. . Revised . . .

8tk Edition of the

Bluebook of
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The standard textbook on motion picture
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Extensively revised to deal with the latest
technical developments in motion picture
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1270 SIXTH AVENUE. NEW YORK 20. N. Y.

Art Exhibits As a
Showmanship Device

{Continued fro?n page 25)

Art departments of high schools in 28 sur-
rounding towns are represented.

This year Smith Management offered
two First Year Scholarships at the School
of the Museum of Fine Arts in Boston, to
winners in a competition associated with
the festival. Patrons were invited to vote
for the best picture in the show.

A different approach to the development
of such interests has been taken by Burton
Coughlan at his Fine Arts theatre in May-
nard, Mass., which shows both art films and
regular Holhovood product on a matinee
and twice-a-night single feature policy. Mr.
Coughlan studied to be a commercial artist
himself at the Museum Art School to which
Smith Management is giving the scholar-
ships mentioned above, before joining his
father in theatre operation. There is an
excellent free parking space across the road
from his theatre, and 90% of his patronage,
he figures, is from suburbs of Boston out-
side Maynard itself.

A COMBINATION PROGRAM

In response to suggestions from many of
these patrons, he began two years ago to
list, free in his program, art exhibits and
stage theatres in Boston, along with con-
certs and special events. He found that
this convenient grouping of information in
the Fine Arts and Peoples theatres com-
bined program added noticeably to the care
with which this program was saved and
consulted.

This interest in art led him last fall to
open a “gallery” of his own in a remodelled
barn adjoining the theatre — a barn in which
his father once kept trotting horses. Here
a number of recognized artists hang their
work with a view to sales. A number of
patrons like to come early for the show and
browse through this gallery until it is time
to go into the theatre.

TIE-IN WITH A GALLERY

Two Boston art film houses have ar-
ranged with the Margaret Brown Gallery
to provide a new exhibit of pictures by
modern artists with each new bill, usually
something more or less in harmony with
the subject or setting of the feature. The
policy at both houses is long runs. The
Beacon Hill, owned by Benjamin Sack and
managed by Harry Harding, hangs the
paintings in the foyer, on the stairs to the
balcony and in an upstairs lounge. The
Kenmore, operated by Louis Richmond, has
a special gallery corner of its foyer, shielded
from the main entrance traffic by a screen
of flowers in boxes at different levels.

mounted on floor-to-ceiling bars. Both re-
port a good deal of interest among their
patrons. Margaret Brown advises that a
number of these patrons have dropped in at
her gallery, and there is evidence that some
of her regular customers have become reg-
ular patrons of the Kenmore !

GALLERY UNDER FOYER

The art show policy at the Brattle, in
Cambridge, operated by Cy Harvey and
Bryant Halliday, is more like that of the
Fine Arts in Maynard. A separate gallery,
in this case leased by two Harvard students,
is located beneath the theatre, but it has
become something like a foyer of the thea-
tre, where friends meet and talk before
shows.

Leading out of it is a cocktail room,
which is operated by the theatre manage-
ment on a club basis. While the Brattle
screen program changes weekly, the art
shows change every three weeks. An effort
is made to match interest of one or more
of the features shown during each three-
week period.

When the gallery opened, incidentally,
the two student proprietors served as jani-
tors for the theatre in lieu of rent. Now
they are selling enough paintings to pay
cash! — Donald O. J. Messenger.

Mass Merchandising

{Continued from page 33)

easy, thinking “house prestige,” or Holly-
wood pre-selling would carry the load?

And, thinking back to Mr. Forio’s state-
ment, we wonder if our reputation is on a
par with our advertising in the sense he
expressed it. Do your patrons think as well
of you as you do of yourself? Can you
honestly say that you promote your product,
your theatre, with “truth and sincerity”?
Has every member of your “theatre family”
been imbued with a real desire to serve
your patrons well — to give that little “ex-
tra” measure of personal attention which
earns gratitude and friendship, keeping
them coming back for more movies at your
theatre? All of these qualities must be
cultivated and practised by the management
as an example for the junior employes to
follow.

Mr. Forio believes that the basic con-
cept of a sound public relations policy may
be summed up in the words of an old Negro
philosophy, “People are down on what they
ain’t up on!”

We resist things we do not fully under-
stand ; consequently, a primary function of
public relations is to supply guidance in
making company policy easily understood by
the employes, the general public, and
particularly the customers.

MOTION PICTURE HERALD, AUGUST 6. 1955

FILM BUYERS RATING

Film buyers of independent circuits in the U. S. rate current
product on the basis of its performance in their theatres. This
report covers 102 attractions, 4,370 playdates.

Titles run alphabetically. Numerals refer to the number of en-
gagements on each attraction re ported. The tabulation is cumula-
tive. Dagger {-\) denotes attractions, published for the first time.
Asterisk ( ) indicates attractions which are listed for the last time.

EX means Excellent; AA — Above Average; AV — Average;
BA — Beloiv Average; PR — Poor.

A & C Meet the Keystone Kops (U-l)

A & C Meet the Mummy (U-l)

Ain't Misbehavin' (U-l)

Americano (RKO)

Annapolis Story (A-A)

Bad Day at Black Rock (MGM)

Bamboo Prison (Col.)

Battle Cry (W.B.)

Bedevilled (MGM)

Big Combo (A.A.)

Black Tuesday (U.A.)

Blackboard Jungle (MGM)

Bridges at Toko-Ri (Par.)

Camille (Reissue) (MGM)

Captain Lighttoot (U-l)

Carmen Jones (20th-Fox)

Carolina Cannonball (Rep.)

Cell 2455, Death Row (Col.)

Chief Crazy Horse (U-l)

Conquest of Space (Par.)

Country Girl (Par.)

Crashout (Filmakers)

Creature With the Atom Brain (Col.)
Cult of the Cobra (Ul)

EX AA

23
8
10
34

8
8
7
5

4
3
2

19
8
2
6
5
I I

2
8

18
7
5

Daddy Long Legs (20th-Fox)
Davy Crockett (B.V.) . .

Destry [U-l)

Detective (Col.)

Doctor in the House (Rep.)

East of Eden (W.B.)

End of the Affair (Col.)
Escape to Burma (RKO)
Eternal Sea, The (Rep.) . . .

Far Country (U-l)

Far Horizons. The (Par.)...
5 Against the House (Col.)
(Foxfire (Univ.)

Gang Busters (Visual) ... .
Glass Slipper, The (MGM).
Green Fire (MGM)

I I

3
I

4
I

9
2
17
I I

3
I I
24

Hell's Island (Par.)

Hit the Deck (MGM)

Interrupted Melody (MGM)

It Came from Beneath the Sea (Col.)

- 13 5 I

10 33 17 2

2 I 13 -

12 11

Julius Caesar (MGM)
Jump Into Hell (W.B.) .
Jupiter's Darling (MGM)

13 22 22 II 4

- - 3 5 -

7 31 31 17

EX AA AV BA PR

Kiss Me Deadly (U.A.)

■ ■

Land of Fury (British) (U-l)

Long Gray Line, The (Col.)

Long John Silver (DCA)

Looters, The ( U-l )

Love Me or Leave Me (MGM)

Ma and Pa Kettle at Waikiki (U-l)

. . 4

Magnificent Matador (20th-Fox)

Mambo (Par.)

Man Called Peter, A (20th-Fox)

Man From Bitter Ridge (U-l)

Man Without a Star (U-l)

. . .

Many Rivers to Cross (MGM)

Marauders, The (MGM)

Marty (U.A.)

Masterson of Kansas (Col.)

New Orleans Uncensored (Col.)

New York Confidential (W.B.)

. . . .

Prince of Plavers (20th-Fox)

1 1

(Prize of Gold, A

. . . .

Prodigal, The (MGM)

1 1

Purple Plain, The (U.A.)

. . - . — *

1 1

Racers, The (20th-Fox)

Rage at Dawn (RKO)

Revenge of the Creature (U-l)

. . 1

Run tor Cover (Par.)

. . . .

Sea Chase, The (W.B.)

(Seven Little Foys (Par.)

(Seven Year Itch (20th-Fox) .

Shotgun (A.A.)

. -

Silver Chalice (W.B.)

Six Bridges to Cross (U-l)

Smoke Signal (U-l)

Soldier of Fortune (20!h-Fox)

. ^ .

So This Is Paris ( U-l )

Son of Sinbad (RKO)

. . .

Strange Lady in Town (W.B.)

. . . .

Stranger on Horseback (U.A.)

. . .

Strategic Air Command (Par.)

1 1

Tarzan's Hidden Jungle (RKO)

Ten Wanted Men (Col.)

That Lady (20th-Fox)

This Island Earth (U-l)

... 1

Three for the Show (Col.)

. . . .

Three Ring Circus (Par.)

1 1

Tight Spot (Col.)

Timberjack (Rep.)

. . . .

Unchained (W.B.)

Underwater! (RKO)

Untamed (20th-Fox)

Violent Men (Col.)

Violent Saturday (20th-Fox)

. . . .

1 1

West of Zanzibar (U-l)

White Christmas (Par.)

White Feather (20th-Fox)

Women's Prison (Col.)

. . . .

Young at Heart (W.B.)

1 1

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Arbitration

Time Again

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Y. SubscriptUm prices: fS.OO ''
0iigley Pubiishimg Company, Inc. ,

FIRST ,N
FILM-
LAND!

Th e industry
is electrified
with the news
of wonderful
M-G-M shows
to come.

More on
the way.

Previously we fold you about "It’s Always
Fair Weather," "Trial," "Quentin Durward,"
"I’ll Cry Tomorrow," "The Bar Sinister,"
"The Tender Trap."

MAGIC!

"KISMET"

IN CINEMASCOPE and COLOR

Long-run, record-breaking engagements here and
abroad of the new stage triumph of "Kismet”
prove that in all show business there is no story so
beloved as that of the bold, romantic poet-beggar
and his lovely daughter. M-G-M has made a screen
production so enchanting, so rich with the warmth
of love and laughter, so bubbling with sights to see
and music to dream to, that audiences will pack
theatres the world over to enjoy the Giant of
Musicals!

★

M-G-M presents in CinemaScope • “KISMET” starring
Howard Keel • Ann Blyth • Dolores Gray • Vic Damone
with Monty Woolley • Sebastian Cabot • Screen Play by Charles
Lederer and Luther Davis • Adapted from the Musical Play
“Kismet” • Book by Charles Lederer and Luther Davis
Founded on “Kismet” by Edward Knoblock • Music and
Lyrics by Robert Wright and George Forrest • Music adapted
from themes of Alexander Borodin • Photographed in Eastman
Color • Directed by Vincente Minnelli • Produced by Arthur Freed

THE ROMANTIC STORY
COMES TO LIFE I

"DIANE"

IN CINEMASCOPE and COLOR

This is the dramatic love conflict of a beau-
tiful, brilliant woman and the world’s most
feared Queen, Catherine de Medici — for the
heart of the same man. Lana Turner plays
the fascinating, darirtg Diane whose ro-
mantic adventures carried her into a fabu-
lous world of spectacle and intrigue ... an
entertainment to hold you spellbound with
its thrills and pageantry.

★

M-G-M presents in CinemaScope • Lana Turner
in “DIANE" • co-starring Pedro Armendariz
Roger Moore • Marisa Pavan • Sir Cedric Hard-
wicke • with Torin Thatcher • Taina Elg • Screen
Story and Screen Play by Christopher Isherwood
Based on the story “Diane De Poitieres” by John
Erskine • Photographed in Eastman Color • Directed
by David Miller • Produced by Edwin H. Knopf

GREATNESS ON YOUR SCREEN!

"THE LAST HUNT"

IN CINEMASCOPE and COLOR

Difficult and dangerous it was to round up the largest existing herd of buffalo for this adventure-packed Big One in
CinemaScope and Color. A top-talent company, headed by Robert Taylor, Stewart Granger, Lloyd Nolan, Russ
Tamblyn and Anne Bancroft, w^ent to the Badlands of South Dakota to film this flaming drama in its authentic locale,
the tense tale of two men who went out to hunt down the buffalo — and ended by hunting each other — because of an
Indian girl.

★

M-G-M presents in CinemaScope • “THE LAST HUNT" starring Robert Taylor • Stewart Granger • Lloyd Nolan • Anne Bancroft
Russ Tamblyn • Written by Richard Brooks • Based on the Houghton Mifflin Literary Fellowship Award Novel by Milton Lott • Photo-
graphed in Eastman Color • Directed by Richard Brooks

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STARRING

JANET

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PRESENTED BY WARNER BR

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AS PETE KELLY IN

WRITTEN BY

RICHARD L BREEN

.EDMOND

O'BRIEN

OS. • WarnerColor

ANDY DEVINE

LEE MARVIN ELLA FITZGERALD A MARK VII LTD. PRODUCTION

DIRECTED BY JACK WEBB ■ PRINT BY TECHNICOLOR

Stereophonic Sound

ALBANY

20th Cenlury-Fox S<reenjng Room
IOS2Bway. * 12:30 P.M.
ATLANTA

20lh Century-Fox Screening Room
197WoltonSt.N.W. • 2:00 P.M.
BOSTON

20th Century-Fox Screening Room
nSBwoy. • 2:00 P.M.

BUFFALO

20th Century-Fox Screening Room
290FronklinSt. • 2:00 P.M.
CHARLOHE

20th Century-Fox Screening Room

30B S. Church St. • 2:00 P.M.

CHICAGO

Warner Screening Room

1307 So. Wabash Ave. • 1:30 P.M.

CINCINNATI

RKO Palace Th. Screening Room

Palace Th. Bldg. E. 6th • 8:00 P.M.

CLEVELAND

20th Century-Fox Screening Room
2219 Poyne Ave. • 8:00 P.M.
DALLAS

20th Century-Fox Screening Room
1803 Wood St. • 2:00 P.M.

DENVER
Ogden Theatre
2:00 P.M.

DES MOINES
20th Century Screening Room
1300 High St. • 12:45 P.M.
DETROIT

20th Cenlury-Fox Screening Room

2211 CossAve. • 2:00 P.M.

INDIANAPOLIS

20lh Cenlury-Fox Screening Room

326 No. Illinois St. • 1:00 P.M.

JACKSONVILLE

Florida Theatre Bldg. Sc. Rm.

1 28 E. Forsyth St. • 2:00 P.M.
KANSAS CITY
20lh Cenlury-Fox Screening Room
1720 Wyandotte St. • 1:30 P.M.

LOS ANGELES

20lh Century-Fox Screening Room

1620 W 20th St. • 2:00 P.M.

MEMPHIS

Crosslown Theatre

400 North Cleveland St. • 10:00 A.M.

MILWAUKEE

Warner Theatre Screening Room

212 W. Wisconsin Ave. • 2:00 P.M.

MINNEAPOLIS

20th Cenlury-Fox Screening Room

1015 Currie Ave. North • 2:00 P.M.

NEW HAVEN

Warner Theatre Projection Room

70 College St. • 2:00 P.M.

NEW ORLEANS

20lh Cenlury-Fox Screening Room

200 liberty St. • 9:00 A M.

NEW YORK
Home Office

321 W. 44th St. . 2:15 P.M.
OKLAHOMA

20th Cenlury-Fox Screening Room
10 North Lee St. • 1:30 P.M.
OMAHA

20th Century-Fox Screening Room

1 502 Davenport St. • 1:30 P.M.

PHILADELPHIA

Universal Screening Room

251 No.UlhSt. • 2:00 P.a

PITTSBURGH

RKO Screening Room

1811 Blvd. of Allies • 1:30 P.M.

PORTLAND

21st Ave. Theatre

616 N.W. 21st Ave. • 2:00 P.M.

SALT LAKE CITY

20th Century-Fox Screening Room

316 East 1st South • 1:00 P.M.

SAN FRANCISCO

Republic Screening Room

221 Golden Gote Ave. * UOP.M.

SEAHLE

Modern Theatre

2400 Third Ave. • 10:30 A.M.

ST LOUIS
S'renco Screening Room
3143 Olive SI. • LOOPJIlL
WASHINGTON
Worner Theatre Building
13th BE. Sts. N.W. • 10:30 A.a

THE WORLD SAID "NO

Next 'week from coast to coast!

Tune in this Sunday! See Ed Sullivan’s ’’Toast of the Town”

salute ’’Love is a Many-Splendored Thing” on CBS-TV network. Hear The Four
Aces sing the beautiful title song! Get 'our FREE record, Radio-TV Dept., 20th
Century-Fox, 444 W. 56 St., N.Y., and Titart plugging this great number now!

. “Jf’5 a pleasure to do business with 20th!**

But Han Suyin
and Mark ElHot ^
shut the world out ^jjjH
as they were swept
into a love that
defied 5000
years of
tradition!

She was the fascinating Eurasian... he was the American correspondent

20th Century-Fox presents

with TORIN THATCHER

PRODUCED BY DIRECTED BY SCREEN PLAY BY

Cl N EM a5coP£

COLOR by DE LUXE

BUDDY ADLER • HENRY KING • JOHN PATRICK

MOTION PICTURE HERALD

MARTIN QUIGLEY, Editor-in-Chief and Publisher

Vol. 200, No. 7

MARTIN QUIGLEY, JR., Editor

August 13, 1955

The Hard Way

A COMBINATION of circumstances — some of
them avoidable — has made the road to an in-
dustry arbitration system a long one, with many
turnings, not a few detours, hazardous bridges to cross
and roadblocks to circumvent.

One of the factors that has made the task harder than
necessary and one that need not have been present is
the secrecy generally maintained for the past several
years by the principals involved in the negotiations.
This is doubly disturbing because, so far as exhibition
is concerned, the real principals are not organization
leaders and lawyers but the thousands of theatre own-
ers throughout the country. They are the ones whom
an arbitration system must serve. They are the ones
who have been kept in the dark.

No one has a vested interest in arbitration as such
or in any draft of an agreement. The reluctance to keep
exhibition generally informed of the drafts of the arbi-
tration plan or even of the nature of the points at issue
understandably has bred distrust and lack of enthusiasm.
This “Big Brother” attitude that every one should wait
patiently until the arbitration document is signed, sealed
and tied with a pretty red ribbon is no way to build
confidence in arbitration that must be used by hundreds
of “Little Brothers” or it is doomed to be a grandiose
failure.

About all those directly concerned have been pleased
to inform the industry at large is that arbitration has
been under discussion, admittedly intermittent, and that
once again the “final draft” is near at hand. Now that
the draft has been through such a long period of gesta-
tion, it certainly is not to be suddenly understood by
exhibitors through some mysterious process. Exhibitors
can not be expected to “get” arbitration by osmosis
Obviously there are certain types of negotiations that
must be carried on in private. There are others that
progress much better outside the spotlight of public and
press attention. Furthermore there are technical and
legal points involved in many issues, including arbitra-
tion, that are not of interest to the industry as a whole.
Yet the cause of arbitration is too important potentially
for the benefit of all to be so long continued as a Star
Chamber matter.

An exhibitor is an individual and a theatre owner
before he is a member of an exhibitor organization.
Arbitration will be used by individual exhibitors, not by
trade associations. The individual has a right to know
what is going on and why. If he does not, he is not
to be blamed if he does not shout for joy when the
“blessings” of arbitration are revealed to him for the
first time in the eventual publication of a document.

THIS IS the week for theatre audience collections for the Will
Rogers Memorial Hospital. Approximately 5,000 theatres sent
in advance pledges of cooperation. Hundreds of other theatres
are also expected to make the collections. The Will Rogers
Hospital eminently deserves support. The theatre going pub-
lic will not be upset when they are informed that the hospital
cares for the industry's own and also carries on a research pro-
gram which, it is hoped, will make important contributions in the
fight to eradicate tuberculosis.

COMPO Dues

The introduction of any issues outside the value
of COMPO in connection with its current dues
campaign is out of order. COMPO should be sup-
ported or not depending on what each exhibitor thinks
of COMPO’s record to date and expectation of perform-
ance in the year ahead. Presumably as a result of the
excessive heat wave oppressing most of the country,
some statements have been made on this subject which
would have been much better unsaid.

Reckless charges have no place in a responsible and
mature industry. The fact that COMPO includes dis-
tributors as well as exhibitors means that sometimes
divided viewpoints will mean inaction as in the fight
against Toll TV. The fact that COMPO is an all-indus-
try organization with a permanent staff means that it
will spend more and on certain questions do more than
any component organization. That too is in the nature
of things. It has caused jealousy in the past and will
again but is certainly not a proper issue on which to
. decide to withhold dues. COMPO has not fulfilled all
the promises of its charter yet its record is impressive.
Taxes are likely to be reduced for some industries in
1956. COMPO is the motion picture’s best hope — indeed
only present hope — of being included in such a list. The
goal of COMPO’s audience poll — the development of
new stars — is also something shared by all.

COMPO should be supported or liquidated. It should
not be given lip-service and stabbed in the back.

^ The anti-trust policies of the Federal Government
continue to be a mystery to the uninitiated. Industrial
concerns, newspapers and banks have been merging right
and left. Yet when Curtis Publishing Co. sold its un-
profitable “Better Farming” (known until recently as
“Country Gentleman”) to “Farm Journal” the Federal
Trade Commission intervened.

— Martin Quigley, Jr.

MOTION PICTURE HERALD

cHetterS to the .^J^erctid

August 13, 1955

Wants Movietime

To THE Editor :

I recommend that more Movietime, U.
S. A., shows hit the road. They should
cover as many of the rural areas as possible.
Appearances by stars in large cities is a
common thing. They should drop in on us
and give us a plug. We’ll plug for them.
Give the public a chance to meet their idols.
— fr. B. BEGERT, Strand Theatre, Berlin,
X. H.

Help!

To THE Editor:

I think that the film companies should, on
all percentage pictures, give each theatre so
much per cent for advertising, even a small
amount, because like this theatre (500 seats,
town of 6,000) every bit helps. And after all
it is the film company pictures we are
advertising.

Why don’t the candy companies supply
us with displays, like tooth paste companies
have, etc. I try to make my candy stand as
attractive as I can with ideas that I think
up myself but with the help of our candy
company we could make our stands more
attractive and I know we would sell more
candy.— Fi?A.VA' LAMBERTSON, JR..
Toien Theatre, Ale.vandria, Indiana.

No Controversy

To THE Editor:

Although an occasional controversial pic-
ture is always a welcome diversion in the
regular run of the year’s product, our ex-
perience indicates the warning sign should
go up on the current trend toward too many
pictures of this type. Too many patrons are
getting up in arms about it, causing serious,
even alarming, animositv at the local level.
—L. EDWARD FORESTER, Adv. Mgr.,
Erontier Theatres, Inc., Dallas, Tex.

New Stars

To THE Editor:

Better product is needed. Stars are on
the wane and new blood is needed badly.
Too much blood and guts pictures — more
comedies are needed. Also pictures, espe-
cially "B” pictures, are too long in time. —
S. CO XT I, Brook Theatre, Bound Brook,
X. J.

Stop Premieres

To THE Editor:

I’roducers should .stop trying to sell ex-
hibitors with their premieres in natural loca-
tions. This stunt creates good trade paper
publicity, but does not always reflect in box
office. My suggestion would be to use the
expense anrl have our motion picture stars
visit the neighborhood theatres and I am
sure it will reflect in box office results as

well as bringing people back to the theatres
more often. — A. WILLIAMS , District Man-
age, Stanley IVarner, Newark, N. J.

No Showmanship

To THE Editor:

I believe the most serious problem to hit
the business today is the lack of showman-
ship most (99 out of 100) theatres are
guilty of. To make a complete comeback
the theatre must publicize itself and build
itself up in the public eye until it is again
considered an exciting and entertaining spot,
a spot where there’s always something going
on. The theatres themselves must do this —
no one will do it for them. — Gatezmy Thea-
tre, Fort IVorth, Texas.

The Figures

To THE Editor :

Seventeen months have passed since we
took over the Plaza, Burlington Wisconsin
527-seat theatre, modernized it to the extent
of $49,000 which was the approximate cost
of the Plaza building and equipment 25 years
ago. Since we had no experience in theatre
operation, we made many mistakes. Our
accountant buys and books the film deals
and we are happy to be able to state that
Plaza Theatre business has been profitable
and enjoyable.

Our relationship with ten film companies
has been most cordial and is getting better
as time goes on. Just finished looking over
the profit and loss statement of all pictures
played during 1954. Tried to compare with
three other exhibitors in like towns to no
avail.

Here are my figures : Box office gross —
$65,336.34; Profit — $3,905.38; Profit per
cent of gross — 5.98%. We played 140 pic-
tures, lost money on 24 of them, from four
companies.

There isn’t the same feeling between ex-
hibitors and producers as there is in other
businesses, so I thought I would send it along
for publication. — BEN B. POBLOCKI,
President, Poblocki and Sons, Milwaukee,
W isconsin.

Modest

To THE Editor:

Couldn’t help but smile when I read this
copy. (See below.) It certainly can’t be ac-
cused of using superlatives! — DAVE GAR-
VIN, JR., Manager, Paramount theatre,
Newport Neivs, Va.

Page

DANIEL T. O'SHEA takes office as
new president of RKO Radio 12

PARAMOUNT second quarter net
earnings are $2,307,000 12

COLUMBIA opens sales meet; sets
18 through January 12

ATTACK on COMPO dues drive
"disgrace," Lichtman says 13

SCREEN ACTORS GUILD halts pro-
duction of television films 16

WARNERS report net profit for nine
months of $3,3 1 2,000 1 6

ARBITRATION peeks around that
corner again 17

REGIONAL meetings spur interest in
Audience Poll 21

BRITISH distributor will try to sell
pictures to Russia 22

UTAH-IDAHO exhibitor organization
is TOA affiliate 23

MEXICAN Union wins pay hike from
distributors 26

NATIONAL SPOTLIGHT — Notes
about personnel across country 28

SERVICE DEPARTMENTS

Refreshment Merchandising 37

Film Buyers' Rating 3rd Cover

Hollywood Scene 21

Managers' Round Table 33

The Winners Circle 20

IN PRODUCT DIGEST SECTION

Showmen's Reviews 553

What the Picture Did for Me 555

The Release Chart 556

MOTION PICTURE HERALD, Martin Quigley, Edltor-!n-
Chlef and Publisher; Martin Quigley, Jr., Editor; Raymond
Levy, Executive Publisher; James D. Ivers News Editor;
Charles S. Aaronson, Production Editor; Floyd E. St^e,
Photo Editor; Ray Gallagher, Advertising Manager; Gus
H. Fausel, Production Manager. Bureaus: Hollywood.

Samuel D. Berns, Manager: William R. Weaver, Editor,
Yucca-Vine Building, Telephone HOlywood /-2M5;
Chicago, 120 So. LaSalle St., LIrben Farley, Advertising
Representative, Telephone Financial 6-3074; Washington,
J A Otten National Press Club; London, Hope Williams
Burnup, Manager; Peter Burnup, Editor; Willionn Pay,
News Editor, 4 Golden Square. Correspondents in the
principal capitals of the world. Member Audit Bureau of
Circulations. Motion Picture Herald is published every
Saturday by Quigley Publishing Company, Inc., Rocke-
feller Center, New York City 20. Telephone Circle 7-3100;
Cable address; "Quigpubca, New York", Martin Quigley,
President; Martin Quigley, Jr., Vice-President; Theo. J.
Sullivan, Vice-President and Treasurer; Raymond Levy,
Vice-President. Leo J. Brady, Secretary. Other Quigley
Publications: Better Theatres and Better Refreshment Mer-
chandising, each published thirteen times a year as a
section of Motion Picture Herald; Motion Picture Daily,
Television Today, Motion Picture Almanac, Television
Almanac, Fame.

MOTION PICTURE HERALD, AUGUST 13. 1955

On the

orizon

PEACE

Martin and Lewis have agreed
to make another picture "despite
personal differences". Exhibit-
ors who feel the zany pair still
have a mighty vogue, will be
glad. The picture will be "Where
Men Are Men" for Paramount.

EXCEPTION

Hollywood may make some mighty
peculiar Biblical pictures, ac-
cording to the "Christian Her-
ald, " which in July carried J. C.
Furnas' lengthy blast, "Look
What Hollywood's Doing to Your
Bible" — but Cecil B. DeMille is
the "shining exception." The
"Herald's" September issue will
clear Mr. DeMille. Its editors
will insist, however, there are
others in Hollywood "who v/ould
misuse the Bible for their own
gain." The argument seems to
precede, handily, release of the
biggest picture of all time (we
expect), Mr. DeMille's "The Ten
Commandments. "

WILLING TO TRY

A Pennsylvania Ultra High
Frequency station has asked the
Federal Communications Commis-
sion for immediate authoriza-
tion to go on the air in a trial
of subscription television. The
Penn-Allen Broadcasting Company
asked for the authorization for
its WFMZ-TV which suspended op-
erations last April because of
lack of revenue. The company
wants to try toll TV to "gain
factual knowledge" about the
method. WFMZ-TV has a license
for Channel 67 in Allentown,
Pa.

COURTESY

These nights during the heat
wave, too hot to sleep? Well,
bring your cots and blankets,
yes blankets, and come over to
our air conditioned theatre. No
charge for sleeping. After the
last show, that is. The public
servi»:e was offered last week
by the Grand Theatre, Ester-
ville, Illinois.

NO MOVIES

That picture on the screen in
the barroom had better be tele-
vision, not 16mm film, the Bos-
ton Licensing Board warned own-

ers last week. Bars showing
movies free may lose their li-
censes. Boston theatre owners,
resigned to competiton from
television but angry at 16mm
ooerators, are happier.

BOON

If the SAG strike against pro-
ducers of television films con-
tinues in force long enough to
wear out the TV public's pa-
tience with repeat showings, and
if this forces TV to swing over
to preponderent use of live
shows, the motion picture thea-
tre operator figures to be wel-
coming back to his box office old
friends he hasn't seen since way
back when all the cinema had to
compete against was the stage.

GOING PLACES

The increasing number of in-
stances in which scenic setting
sets off story — Venice in "Sum-
mertime," the Riviera in "To
Catch a Thief," Hong Kong in
"Love Is a Many - Splendored
Thing," to name three — appears
to be establishing the attrac-
tive truth that the camera, in
its present expanded uses, is
mightier than the pen. And
that's the truth the movies
started with I

IN WILLIAMSBURG

Beginning in the spring of
1956, visitors to the Rockefel-
ler restoration of Virginia's
Colonial Williamsburg will be
conditioned for an appreciation
of life in that Early American
capital in a motion picture the-
atre with twin auditoriums, each
with a curved screen 60 feet wide
presenting a specially produced
film recreating those times.
Each auditorium will seat only
250, with every row providing
vision of the entire screen over
heads immediately in front, and
with the chair assembly no wider
than the screen at any point. The
auditoriums have been designed
by Ben Schlanger, New York con-
sultant in theatre architec-
ture. The wide-screen process
employed may be that of Todd-AO.

Floyd E. Stone — George

Schutz-William R. Weaver
-James D. Ivers

WHEN AND WHERE

August 15-20: Audience Collection Week
to benefit Will Rogers Memorial Hos-
pital and Research Laboratories.

August 26: Annual golf tournament and
dinner dance of the Variety Club of
Washington, D. C., Manor Country Club.
Norbeck, Maryland.

September 9: Deadline for the filing with
the Federal Communications Commission
of answering comments on toll television
briefs, Washington, D. C.

September 19: Annual golf outing of the
Motion Picture Association of Kansas
City, Mo., Hillcrest Country Club, Kan-
sas City.

September 30-October 2: Second annual
convention of the Women of the Motion
Picture Industry, New Orleans.

October 3-7: Seventy-eighth semi-annual
convention of the Society of Motion Pic-
ture and Television Engineers, Lake
Placid, New York.

October 6-9: Annual convention of Theatre
Owners of America. Biltmore Hotel,
Los Angeles.

October 24-25: Annual convention of the
Theatre Owners of Arkansas, Mississippi
& Tennessee, Hotel Gayoso, Memphis,
Tenn.

October 26: Annual convention of the
Motion Picture Theatres Association of
Ontario, Toronto.

October 31: Annual convention of the
national committee of the Motion Pic-
ture Exhibits Associations of Canada,
Toronto.

November 1-2: Annual convention of the
Motion Picture Industry Council of Can-
ada, Toronto.

November 2: Annual award dinner of the
Canadian Motion Picture Pioneers, To-
ronto.

November 4: 17th annual dinner of the
Motion Picture Pioneers, honoring Her-
man Robbins as "Pioneer of the Year,"
Waldorf Astoria Hotel, New York City.

November 6-8: Annual convention of the
Motion Picture Exhibitors of Florida,
Jacksonville.

November 6-9: Allied States Association,
annual convention, in conjunction with
the annual TESMA - TEDA - IPA trade
show, Morrison Hotel, Chicago.

November 17-27: Final balloting in the first
annual Audience Awards Poll sponsored
by the Council of Motion Picture Or-
ganizations.

MOTION PICTURE HERALD, AUGUST 13, 1955

by tiie lleiuld

THE AWARD. Medal on his
lapel, Adolph Zukor, Para-
mount board chairman, poses
in New York for newsreel
cameramen after being award-
ed the Belgian decoration
Chevalier of the Order of Leo-
pold. With Mr. Zukor at the
right are his wife; his daugh-
ter, Mrs. Mildred Z. Loew;
and Paramount's sales man-
ager, George Weltner. At the
left, Belgian Ambassador Bar-
on Silvercruys, and members
of his staff.

THE NEW OFFICE. A. W.
Schv/alberg, former Para-
mount sales head who left
to form his own producers'
representative agency, at his
desk in New York headquar-
ters, with his wife, former
screen star Carmel Myers.
The pair were hosts at a "pre-
view" Monday evening of
offices notable for period de-
cor, lavish and discerning.

wee

P-

lctui*eS

by the Herald

BIG PLANS. Some of the activity last week during the screening
at the Goldwyn Studios for MGM home office and various circuit
executives of Mr. Goldwyn's "Guys and Dolls." Below, left, Mr.
Goldwyn greets MGM's advertising vice-president, Howard Dietz,
right, as James Mulvey, Goldwyn Productions president, Charles

Reagan, MGM vice-president, and Robert Mochrie, Goldwyn vice-
president, look on. Center photo: Sol Schwartz, RKO Theatres, and
Edwin Zabel, National Theatres. Right, Mr. Goldwyn, Harry Gold-
berg, left, Harry Kalmine and Ben Wallerstein, of Stanley Warner
Theatres.

IT'S "THE LAST COMMAND" and
it set Texas abuzzin' and news
about the stunts and the crowds
and the good-will trickled north.
Republic's picturization of the
last days of the Alamo in its San
Antonio premiere even survived
a cloud burst two hours before
screening. At the left, below, the
visiting wagon train of person-
alities. Seated on board are Re-
public president Herbert J. Yates
and star Anna Maria Alberghetti,
and Cy Dillon. Standing, E. M.
Brauer, Claude Adkinson, Jake
Guiles, L. V. Seichshnaydre, Ned
Weise, Edmund C. Grainger,
Richard Altschuler, H. E. Laird.
In front, James Shehan, "trail
boss," and Louis Hobbs, mayor of
Brackettsville, on whose ranch
the film was made.

PHILADELPHIA and the entire East
was made aware the other day of
Paramounf's "To Catch a Thief";
and a news peg in particular for the
papers, radio, and press, was atten-
dance of the Brotherly City's favor-
ite native, actress Grace Kelly. At
the right, shown arriving at the
Trans-Lux Theatre, are Miss Kelly
and co-star Cary Grant, and Penn-
sylvania Governor and Mrs. George
M. Leader.

THEY'RE PLOTTING the next aerial scene,
and they're using a replica of the famed
original plane, "The Spirit of St. Louis"
for the picture of that name Warner's is
making. The men are producer Leland
Hayward, director Billy Wilder, and re-
nowned flier Paul Mantz, and the location
is Zahn's airport. Long Island. The orig-
inal flier, Mr. Charles Lindbergh, was a
visitor to the scene the other day, and
that occasion got national picture cover-
age.

Paratttoutt t
Quarter JVet

52.307.000

Paramount Pictures Corporation estimates
the earnings from operations of the corpora-
tion and its consolidated domestic and Ca-
nadian subsidiaries for the second quarter
ended July 2, 1955 at $2,307,000 after pro-
vision for United States and Canadian in-
come taxes. These earnings on operations
represent $1.05 per share on the 2,188,916
shares outstanding and in the hands of the
public at July 2, 1955.

The comparative consolidated operating
earnings for the quarter ended July 3, 1954
were estimated at $1,726,000, or $.78 per
share on the 2.217.036 shares than outstand-
ing. In the second quarter of 1954 an addi-
tional amount of $832,000, or $.38 per share
was earned by a non-recurring net profit on
the sale and adjustment of investments in
subsidiary and affiliated companies ; no cor-
responding non-recurring net profit was
realized in 1955.

The consolidated earnings for the six
months ended July 2, 1955, after taxes, are
estimated at $5,165,000 and represent $2.36
per share on the stock outstanding at that
date. The comparative earnings for the first
six months of 1954 were estimated at $3,-

962.000 or $1.79 per share.

The board of directors of the company
this week voted a quarterly dividend of $.50
per share on the common stock payable
September 15, 1955 to holders of record
August 26, 1955.

Sales of General Precision
Rise to $70,238,745

General Precision Equipment Corporation
announced this week that consolidated net
sales for the six months ended June 30, 1955
were $70,238,745, compared with $54,305,196
in the like 1954 period. Net profit in the
six-month 1955 period was ^$2,173,654,
against $2,541,652 in the corresponding 1954
months. Earnings per share in the 1955 pe-
riod were equal to $1.95 on 1,022,882 shares
of common stock outstanding, compared with
$3.37 per share in the 1954 period, based on
700,352 shares, the average number of shares
outstanding in that period.

Fuller Will Recondition
Columbia's New Home

Columbia Pictures this week appointed
the George A. Fuller Construction Com-
pany, New York, to improve the 15-story
and penthouse building at 711 Fifth Avenue
in New York, at a cost of $3,000,000. The
company will completely air-condition the
248,000-square foot structure, install new
electrical and plumbing facilities, soundproof
ceilings and recess lighting, and modernize
the elevator system. With Columbia will
move its subsidiaries, Columbia Interna-
tional and Screen Gems, the latter a tele-
vision film producer.

MR. O'SHEA TRIES IT
FOR SIZE: IT FITS

Daniel T. O'Shea, former CBS vice-presi-
dent, descended from the elevator onto the
16th floor of the Americas Building, New
York, Tuesday morning, was greeted by a
receptionist and his secretary from his for-
mer company, and entered RKO Radio
Pictures' "first suite." Mr. O'Shea sat down
and commenced work as president. Quite
soon, he will go to Hollywood and the
studio property he knows so well from pre-
vious years when he was studio counsel, and
confer there with James R. Grainger, sales
supervisor, whom he displaced as president;
Charles Glett, who Wednesday was named
executive vice-president in charge of the
studio and a member of the board; and
Thomas F. O'Neil, RKO board chairman
and president of General Teleradio, the
man who bought the film company.

New RKO Pictures Head
Is A. Dee Simpson

A. Dee Simpson, vice-chairman of the
National Bank of Commerce, Houston, is
the new president of RKO Pictures Corpo-
ration. He succeeds James R. Grainger.
The election was at the annual stockholders’
meeting, in Delaware last week. Mr. Simp-
son is a Howard Hughes representative. He
came onto stage years ago as a director of
both the parent company and the producing
distributing subsidiary, a candidate of the
owner, Mr. Hughes. At the time ]\Ir.
Hughes offered to buy assets of RKO Radio
at $6 per share, Mr. Simpson stepped out.
Other officers elected are J. Miller Walker,
vice-president and general counsel and sec-
retary; William H. Clark, treasurer; Gar-
rett Van Wagner, comptroller; Joseph J.
Laub, assistant secretary ; Charles G. Dray-
ton, assistant treasurer and assistant secre-
tary.

Loew's Seeks Permission to
Acquire Florida Drive-In

WASHINGTON : Loew’s Tlieatres will
ask court permission to acquire a new thea-
tre in suburban Coral Gables, Fla., accord-
ing to an official of the Department of
Justice. The theatre, now under construc-
tion, will seat 1,300 and be called the
Riviera. Loew’s will lease it and will prob-
ably try to get first-run films, according to
the official.

Ed Sullivan to Lead
"Oklahoma" Promotion

Ed Sullivan, columnist and television per-
sonality, will be master of ceremonies at an
“Oklahoma ! Song Fest’’ the evening of Au-
gust 21 in Central Park, New York. With
him will be Red Buttons, television comic ;
Rod Steiger, performer in the Todd-AO
“Oklahoma!’’; Will Rogers, Jr., former
Congressman and motion picture performer ;
and Bernard Gimbel, chairman of the New
York Summer Festival.

Columbia in
Sales Meet;
Schedules 13

A three-day meeting of Columbia Pictures’
domestic division managers and home office
sales executives was held at the Savoy Plaza
Hotel, New York, this week, to discuss im-
portant productions on the company’s sched-
ule. Films include the current “The Man
from Laramie’’ and the forthcoming “My
Sister Eileen.’’ A Montague, vice-president
and general sales manager, conducted the
meeting. One session was devoted to adver-
tising and promotional plans.

In the meanwhile, it was learned the com-
pany has tentatively scheduled 18 pictures
for domestic release between August and
January in addition to two serials. Eight
of the features are in color by Technicolor,
three of which are in CinemaScope.

The August releases, both in color, are
“The Man From Laramie” (CinemaScope)
and “Bring Your Smile Along.” Scheduled
for September are “Special Delivery,” “The
Night Holds Terror,” “Apache Ambush,”
“Footsteps in the Fog” and “The Gun That
Won the West,” the latter two in color.

October releases include “My Sister
Eileen” and “Count Three and Pray,” both
in color and CinemaScope, and “Devil God-
dess.” Set for November are “Queen Bee,”
“Three Stripes in the Sun” and “Teen Age
Crime Wave.”

The December schedule includes “Duel on
the Mississippi” and “Marshal of Medicine
Bend,” both in color. The three releases for
January are “The Last Frontier,” “The
Big Shock” and “Hell’s Horizon.”

TOA, TESMA Discuss Plans
For 1956 Industry Fair

Initial plans for an all-industry exposition
and fair, to be held at the soon-to-be com-
pleted New York City Coliseum during Sep-
tember of 1956, were discussed in New
York Wednesday by committees from Thea-
tre Owners of America and the Theatre
Equipment Supply Manufacturers Associa-
tion. Heading the TOA committee was
Walter Reade, Jr., who said the affair, to
be financed by TOA and TESMA, would
be held in conjunction with the 1956 TOA
convention. Attemps will be made, he said,
to secure the participation of the film com-
panies, COMPO, Allied States Association
and others.

Dallas Company to Produce
Theatrical, Television Films

DALLAS: Big D Pictures,. Inc., has been
organized here to produce films for theatres
and television. Officers include Harold
Schwartz, president; Charles Edwards, ex-
ecutive vice-president, and Charles Marcus,
vice-president and general counsel. The
company’s first film will be a Western, ac-
cortling to Mr. Schwartz.

MOTION PICTURE HERALD, AUGUST 13. 1955

FIGHT OIV COMPO DFES IS
“DISGRACE”-LICHTMAX

Fox Head of Distribution
Attacks Allied Units;
Stresses Value of Poll

by VINCENT CANBY

A1 Lichtman, director of distribution of
20th Century-Fox and a member of the gov-
erning triumvirate of the Council of Motion
Picture Organizations, this week described
as “a disgrace” the action of certain ex-
hibitor groups in boycotting COMPO’s cur-
rent dues drive to finance the Audience
Awards campaign and the entire COMPO
program.

Mr. Lichtman met members of the New
York trade press Monday afternoon at the
20th-Fox home office in his first interview
since his lengthy illness on the west coast.
Only the fact that he is still in a convales-
cent stage, said Mr. Lichtman, prevented
him from using any stronger language to
describe what he felt about the issue of
COMPO dues. So far, the only exhibitor
groups known to be actively campaigning
against payment of the dues are affiliates of
Allied States Association.

The issue broke into the open early last
week with the release of an exchange of
letters between Trueman Rembusch of Allied
of Indiana and Robert Coyne, special coun-
sel for COMPO. Mr. Rembusch charged

Samuel Pinanski, speaking as pres-
ident of American Theatres Com-
pany and specifically “not as a
COMPO executive,” Wednesday is-
sued a strong appeal for a fight this
year against the remaining Federal
admission tax. “Let’s complete the
original job,” he said. There are still
9,000 theatres paying Federal admis-
sion tax, he added, pointing out that
the total paid this year will be about
$81,000,000.

that the decision to hold a dues collection
had been made without the consent of the
interested parties. The prime reason, how-
ever, behind the disaffection of Allied mem-
bers is the fact that COMPO has refrained
from taking any action in the subscription
television controversy.

Shortly after release of the Rembusch
charges, Horace Adams, president of the
Independent Theatre Owners of Ohio, an-
other Allied unit, issued a bulletin urging
Ohio members to bypass the dues collection,
stressing COMPO’s inactivity in the toll TV
fight. A similar stand was taken by Allied
unit in the northeast, the Independent Ex-
hibitors of New England.

At his home office press conference, Mr.
Lichtman called the various statements of
the Allied units only “an excuse to duck the

LICHTMAN, ILL, BUT
DENIES RESIGNATION

Al Lichtman, director of dhtribu-
tion for 20th Century-Fox, this week
scotched all rumors of his immediate
resignation. The veteran industry ex-
ecutive who is still recovering from a
long illness, said his contract with
20th-Fox did not expire until next
March and that Spyros Skauras, 20th-
Fox president, was urging him to stay
on. '^The company” said Mr. Licht-
man, "has been tolerant of my inac-
tivity due to ill health. I cannot give
ftill services even now.” He added
that he would decide by next March
whether he would stay on as distribu-
tion director or perhaps, as provided
in his contract, continue on in a con-
sultant capacity.

dues.” He pointed out that COMPO could
not enter the toll television fight because of
a bylaw — which the exhibitors had origi-
nally insisted upon — which requires the
unanimous approval of its membership in
order to undertake a public activity. Because
the Society of Independent Motion Picture
Producers, as well as Paramount Pictures,
is not opposed to toll TV, COMPO obvi-
ously was prevented from taking any action.

ilr. Lichtman indicated that he felt more
irritation than fear about the dues issue.
He said that although the action had stirred
up a lot of talk, actually most exhibitors
were cooperating in the campaign. He added
that he had talked with Mr. Coyne and he
too was not afraid that the dues campaign — -
and as a consequence, the Awards campaign
— would founder.

The 20th-Fo.x executive called the Audi-
ence Awards poll the “greatest public rela-
tions” job to be done for the “benefit of the
industiA' and particularly the exhibitor,”
adding an expression of amazement that any
exhibitor could be so small as to try and
“duck his dues” on such trumped-up charges.

In his opinion, Mr. Lichtman said,
COMPO would long since have been dead
had it not been for the general banding to-
gether for the tax repeal campaign. Now
the industry is faced with the spectacle of
a few exhibitors “trying to save a buck” in
the current dues campaign. He stressed his
belief that both the Awards poll and
COMPO would be successful.

^leanwhile, from Pittsburgh this week
came a report that although the directors of
Allied of Western Pennsylvania had voted
not to support the dues drive, rank and file
members are “whole-heartedly subscribing
to COMPO in recognition of the need for a
formidable intra-industry organization.”

COMPO Ails

To Industry
**Satnple**

A two-color booklet reproducing many of
the COMPO advertisements published in
Editor & Publisher over the last year-and-
a-half is being distributed this week by the
publication to nearly 2,000 leaders in the
advertising and public relations field as an
example of how an industry should tell its
story to the newspapers.

The booklet reprints 12 of the ads and
devotes two pages to excerpts from letters
COMPO has received from editors and
publishers as well as editorials on the motion
picture industry from newspapers and film
trade papers. It also reproduces a letter from
Charles E. McCarthy, COMPO information
director, explaining how the advertisements
came about and COMPO’s satisfaction with
the results.

The COMPO ads are the work of a copy
group made up of members of the COMPO
Press Relation Committee, including Harry
Mandel, chairman ; Harry Goldberg, vice-
chairman; Oscar A. Doob, Gil Golden,
Ernest Emerling and Mr. McCarthy.

"Deep Blue Sea" to Have
U.S. Premiere in October

The first British CinemaScope production,
“The Deep Blue Sea,” will be released in
the United States in October according to
20th Century-Fox, the film’s distributor. The
Alexander Korda production stars Vivien
Leigh and Kenneth More and was directed
by Anatole Litvak. With this production,
20th-Fox releases for 1955 are expected to
number 31.

Studio Workers Average
June Earnings Declined

HOLLYWOOD: Craft workers in studios
averaged $127.25 weekly earnings during
June, according to the monthly report of
the California Department of Industrial Re-
lations. This compares with $129.77 average
earnings in May. The June work-week
averaged 42.7 hours as compared to 43.2
hours in May.

Tennessee Drive-In Planned

DICKSON, TENN.: i\Irs. W. F. Bruster,
of Dickson Theatres Co., Inc., has an-
nounced plans for construction of a drive-
in here on Highway 70. In addition to a
300-car capacity, there will be an audito-
rium for 200 people. It is scheduled to open
next spring.

MOTION PICTURE HERALD. AUGUST 13. 1955

PARAMOUNT’S FABULOUS SUCCESSION OF HITS
NOW AMAZES THE INDUSTRY WITH

The great ”t adventure

In all history, this is the most widely
read epic* Spectacular with heroic
action, it has thrilled the world for five
thousand years* Now at last brought to
the screen, and filmed along the actual

— Shoivmen’s Trade Review r t > i •

sea routes or Ulysses voyage, this
great boxoffice attraction recreates
unforgettably:

ALL THE MOMENTOUS
EXCITEMENT OF HOMER'S ODYSSEY

of all time!

— the flaming destruction of Troy from
the Wooden Horse***

— the Sirens who lure men with their
songs of love***

— the one-eyed Cyclops hurling lO^ton
boulders on Ulysses’ fleet***

— irresistible Circe from whose en-
chantment no man can escape***

These and many other mighty scenes
‘headed/for strong RETURNS!'* have Sparked raves from the trade-papers!

— Variety

“MAGNIFICENT SPECTACLE ‘-SHOULD DO EXCELLENT BUSINESS.”

— Boxoffice

^'MONUMENTALLY PRODUCED!”

— M. P. Daily

^'CARRIES THE BOXOFFICE BANNER — LUSTY, VIVID!”

— The Independent

KIRK DOUGLAS AND SILVANA MANGANO ARE MARQUEE BAIT!"

— M. P. Herald

KIRK

SILVANA

DOUGLAS ^MANGANO

ACTORS’
HITS TV

Production Shuts Down as
Negotiations Fail; Some
Independents Sign Alone

HOLLYWOOD : The nation-wide strike
called by the Screen Actors Guild against
producers of television films began as sched-
uled last Friday morning, August 5, and
barring unforeseen developments, it is ex-
pected to run into protracted duration. Ob-
servers are of the opinion that no quick
settlement is probable as both parties to con-
tract negotiations had plenty of time to pre-
pare their positions and took them firmly.

An unsuccessful meeting, immediately
prior to the strike, was held between nego-
tiators of the SAG and the two producer or-
ganizations involved, the Association of Mo-
tion Picture Producers and the Alliance of
Television Film Producers. This was fol-
lowed by a joint statement issued by Charles
Boren, AMPP vice-president, and Dean
Johnson, ATFP counsel.

It said, "Major producers of television
films regret that efforts to negotiate a new
contract with SAG have failed thus far, and
that the Guild has called a strike. Negotia-
tions broke down over basic economic facts
of life in television film business. Salary pro-
posals made thus far by the Guild are eco-
nomically unrealistic, calling for minimum
rates higher than general economics of tele-
vision film production can stand. Producers
intend to continue negotiations in order to
reach a reasonable and equitable agreement.”
Meanwhile, television film production is at
a virtual standstill. Except for companies
which have signed unilateral contracts with
SAG subject to revision if more favorable
terms are granted elsewhere, no television
film producers are in active production now.

STRIKE

FILMS

The shutdown of production not only affects
actors, but also large numbers of writers,
directors, cameramen, technicians, stage-
hands and other studio workers.

Estimates of unemployment due to the
strike range as high as 4,500 and as low as
3,000. If the strike continues for an extended
period, studio leases and contracts can be-
come involved, in addition to agency con-
tracts with sponsors, although the latter are
believed to contain escape clauses covering
strike situations.

As of Tuesday, August 9, 11 independent
producers not associated with either associa-
tion had signed unilateral contracts with
SAG. Among these are Quintet Productions,
Charles E. Skinner Productions, Spectrum
Productions, and the companies of Loretta
Young, Jane Wyman and William and Ed-
ward Nassour.

Museum Plans Series to
Aid Preservation Fund

The Film Library of the Museum of Mod-
ern Art in New York is preparing to present
a special Thursday evening film series for
the benefit of the Film Preservation Fund.
The series gets under way October 6 and
will end December 15, and includes such
films as “A Bill of Divorcement” 1932, "The
British Royal Family” 1897, “Blood and
Sand” 1923, and “Safety Last” 1923. Ad-
mission, which is by subscription only, is $10
for the series.

"Oasis" tor October

“Oasis,” the first European motion pic-
ture filmed in Cinemascope, has been added
to 20th Century-Eox’s release schedule and
will open in the United States early in Octo-
ber, it was announced this week.

UVarner Nine
Month Net
$3,312,000

Warner Bros. Pictures, Inc. and subsid-
iary companies report for the nine months
ending May 28, 1955 a net profit of $3,312,-
000 after a provision of $3,500,000 for
Federal income taxes and after a provision
of $400,000 for contingent liabilities.

The net profit for the nine months ending
May 29, 1954 amounted to $2,536,000 after
a provision of $2,250,000 for Federal income
taxes and after a provision of $300,000 for
contingent liabilities.

Included in tha profit for the nine months
ending May 28, 1955 is a profit of $15,000
from the sale of capital assets, before pro-
vision for Federal income taxes thereon,
which compares with a profit from the sale
of capital assets of $772,000 for the nine
months ending May 29, 1954.

The net profit for the nine months ending
May 28, 1955 is equivalent to $1.33 per
share on the 2,474,275 shares of common
stock outstanding or reserved for exchange
at May 28, 1955. The net profit for the
corresponding period last year was equiva-
lent to $1.02 per share on the 2,474,337
shares of common stock then outstanding or
reserved for exchange.

Film rentals, sales, etc., for the nine
months ending May 28, 1955, amounted to
$53,080,000 as compared with $49,506,000
for the corresponding period last year.

Evergreen's Special Shows
Cultivate Young Audiences

SEATTLE: William H. Thedford, presi-
dent of Evergreen Theatres, said this week
that his company had tackled the problem
of diminishing box office returns by culti-
vating young audiences. It has promoted
the establishment of special children’s shows
in all its theatres in Portland, Seattle, Van-
couver and Eugene, Ore. He said the em-
phasis is on valid, wholesome fare at a
price so low it takes heavy popcorn sales
to offset financial loss. Some 203,000 chil-
dren are attending the programs in the
circuit’s 13 houses and the entire series of
12 matinees is made available for $1.50, 50
cents of which goes to a co-sponsor, a char-
ity group, in each of the theatres. He calls
the project a good investment.

Universal Foreign Grosses
Exceed 1954 Business

Universal Pictures’ grosses in the foreign
market during the first six months of 1955
has been “far in excess” of the correspond-
ing period in 1954, Americo Aboaf, vice-
president and general manager of Universal
International Films, announced last week-
end. “In all territories, despite currency de-
valuations, and fluctuations in certain mar-
kets, we have registered a substantial in-
crease in billings dollarwise,” he said.

Digesting the "DIGEST"

A total of seven new pictures are reviewed in the Product Digest Section of this

week’s HERALD. A sentence of significance follows from several of the reviews:

LOVE IS A MANY-SPLENDORED THING (20th-Fox)— “The production is
sharply imprinted with the unvarying directorial skill of Henry King who
reveals full-bodied characters in relationships impregnated with high emotion.”

THE GIRL RUSH (Paramount) — “it can be forecast that the picture’s going
to be looked at and listened to by millions upon millions of paying customers.”

THE McConnell story (Wamers) — “the picture has built-in box office
strength sure to account for favorable grosses.”

THE AFRICAN LION (Buena Vista) — “beautiful pictorially, intensely inter-
esting and highly informative.”

THE DIVIDED HEART (Republic) — “superior film making that touches the
emotions with an honesty that is rare and richly rewarding.”

MOTION PICTURE HERALD, AUGUST 13, 1955

ARBITRATION PEEKING
AROUND THAT CORNER

NO NEED FOR STATEMENT BY
FOX ON POLICY-LICHTMAN

Gehring Admits Draft Is
Ready; Schimel and Levy
Agree; Lawyers Working

Arbitration may be just around the corner
— again.

William C. Gehring, executive assistant
sales manager of 20th Century-Fox, said in
New York Alonday that a new arbitration
draft has been completed and copies of it
now are being circulated among interested
parties for their study and recommendations.
Mr. Gehring made the statement in the
course of a home office press conference held
by A1 Lichtman, 20th-Fox director of dis-
tribution.

Declines All Questions
Until Accord Is Reached

Mr. Gehring, who sat in on the arbitration
meetings as an alternate delegate for Mr.
Lichtman when he was ill, declined to
answer any questions on the draft. He ex-
plained that the distribution - exhibition
arbitration committee will make the draft
known publicly when the committee reaches
■‘full and final agreement” on its content.

Mr. Gehring did say, however, that the
two lawyers who have been working on the
draft, Adolph Schimel for distribution, and
Herman Levy for exhibition, had reached
agreement on its content. When all the
lawyers, representing all the organizations
on the committee, agree, said Mr. Lichtman,
the draft then will be submitted to the De-
partment of Justice.

Asked when the next meeting of the
arbitration committee would take place, Mr.
Gehring expressed belief that there was no
need for such a meeting. He indicated that
any changes that are suggested probably will
be of such a nature that the individual
lawyers can take care of them.

.Although Mr. Gehring was mum about
the arbitration draft, other sources in New
\ ork said last week that in the proposed
set-up for an administrative committee for
the system, the drafting committee ap-
parently had kept the door open for Allied
States Association in the event that organ-
ization should eventually participate in the
project.

Mew Version Is Specific
On Pre-Release Issue

This is indicated, reportedly, in Section
IV of the latest draft which proposes that
the administrative group shall be composed
of three members designated by Theatre
Owners of America, three by the distributors
and one each by Metropolitan Motion Pic-
ture Theatres Association, Independent
Theatre Owners Association, Southern Cali-
fornia Theatres Association and the Inter-
national Drive - in Theatres Association.

Twentieth Century-Fox has no inten-
tion of releasing a sales policy statement
as a result of the meeting its executives
had in late May with the now defunct
joint Allied States Association-Theatre
Owners of America committee on trade
practices.

A1 Lichtman, 20th-Fox director of dis-
tribution, so stated in unequivocal terms
at his press conference at the company’s
New York home office Monday.

Such a statement, which was said to be
forthcoming at the conclusion of the joint
committee’s talks with 20th-Fox, is not
necessary, said Mr. Lichtman, since ex-
hibitors “find no fault with 20th-Fox.”
The company’s policy, he continued, has
always been to consider each case on its
individual merits and to grant aid “when
aid is necessary.” Without hesitation, he
added that “there is no outstanding beef
against the company from anybody.”

Meanwhile this week, two other dis-
tributors were charged with having for-
gotten their pledges to the joint exhibi-
tor committee. In Minneapolis, Benjamin
Berger, president of North Central Allied
and chairman of Allied’s Emergency De-
fense Committee, declared in a North
Central Allied membership bulletin that
both Warner Brothers and United Artists
“forgot” their promises to sell all pictures

However, the proposal provides for the pos-
sibility of another exhibitor group which
would be limited to the designation of three
members.

In the 1952 draft, the drive-in association
was not mentioned since it had not yet been
organized, and Western Theatre Owners
was named instead of the Southern Cali-
fornia association.

The 64-page, 1955 version is said to be
more specific in its treatment of pre-releases.
It provides that each distributor be permit-
ted to designate two pictures, of an unusual
character, that would be exempt from the
arbitration agreement and would not be sub-
ject to arbitration until they are announced
for general release.

As in the two 1952 drafts, the document
is said to be broken down into seven articles
as follows: (1) availability of arbitration;
(2) scope; (3) damages and awards; (4)
the system; (5) rules of practices and pro-
cedures; (6) appeals, and (7) conciliation.

“flat” to low grossing theatres and were
asking 50 per cent for “Mr. Roberts” and
“Not As A Stranger,” respectively.

In the bulletin, Mr. Berger briefly re-
viewed the meetings with top distribution
executives, explaining that he believed
that some good would result from the
conferences and that he was satisfied that
most company heads “were sincere and
will live up to their word.”

“They (the film company executives)
frankly admitted that theatres grossing
less than $1,000 per week, cannot possibly
pay 50 per cent rentals,” Mr. Berger
wrote. “They committed themselves to
selling all pictures, including the toppers,
on a flat basis. . . .

“You can imagine my shock on learn-
ing that two of the companies forgot all
about it almost the minute the door was
closed on the heels of the committee. The
companies were Warner Bros, and United
Artists, and the pictures were ‘Mr. Rob-
erts’ and ‘Not As A Stranger.’ In both
cases, 50 per cent is a firm deal. (No
looks, no adjustments.)”

Mr. Berger said that the demands have
“infuriated” many exhibitors “who have
told me that they absolutely would not
buy either one of these pictures under
any circumstances, until this policy is
knocked down as it must be.”

Hold Gala "Pre-Premiere"

For 20th-Fox "Splendor"

Twentieth Century-Fox will introduce its
new CinemaScope and color by Technicolor
production, “Love Is A Many Splendored
Thing,” with a gala pre-premiere celebration
at the New York Roxy theatre Monday
night. At that time the picture will be given
a special preview performance for an invited
list of celebrities. Government officials,
United Nations representatives, the press
and the public. The preview of the film,
which stars Jennifer Jones and William
Holden, will precede by three days the offi-
cial launching in New York August 18 co-
incident with the Far Eastern premiere in
Singapore. Monday night’s special showing
will be covered by newsreels, radio and teF
vision, and will feature a fashion show of
Chinese gowns, inspired by the picture, and
a performance by a Chinese band. Exterior
scenes of the film were shot in Hong Kong.

MOTION PICTURE HERALD, AUGUST 13. 1955

ALFRED

HITCHCOCK’S

leading

CONTENDERS

IN THE NEXT
VOTING;

Paramount’S

SUMMER-

AND-FAI-L.

blockbusters

ALFRED /

HITCHCOCK’S

Paramount swept 5 out of 10 Best-Picture nomina-
tions in the biggest award news that ever made
national headlines. The men who know motion
pictures best— the exhibitors of America— voted this
fabulous tribute to Paramount’s leadership. Now
while the headlines are hot is the time to play or
re-play these five great winners while they ride the
crest of this new wave of nationwide interest . . .

!•

IRVING BERLIN’S

white CHRISTMAS

COLOR BY TECHNICOLOR

PERLBERG-SEATON’S

"^he country girl

SABRINA

HITCHCOCK’S

^ WINDOW

TECHNICOLOR

THE

SEVEN

LITTLE

FOYS

STRATEGIC

AIR

COMMAND

YOU’RE

NEVER

TOO

YOUNG

WERE

ANGELS

THE WINNERS CIRCLE

Pictures doing above average business in key cities for the week ending August 6th were:

Theatres ofi
Iwtcrease
COMPO Says

The Council of ^Motion Picture Organiza-
tions claimed this week that the number of
active motion picture theatres in the United
States totaled 19,108 on July 1, a net gain
of 7 since the end of 1954. This was the
largest number of theatres in operation since
1946.

The report showed the rapidly declining
trend in active theatre operations came to
an abrupt halt immediately following
COMPO’s victory in the fight for tax relief,
and there has been a slow but steady in-
crease in the number of active theatres since
the tax cuts. At the low point in March,
1954, there were 13,553 four-wall theatres
and 3,911 drive-ins, or a total of 17,464.

Including 594 seasonal theatres and an
“undetermined number” of houses that oper-
ate only part of each week, on July 1, 1955,
there were 14,734 active four-wall theatres
and 4,384 drive-ins, or a total of 19,108,
COMPO said.

During the first six months of 1955, there
were 900 closings of four-wall theatres,
while 585 new and re-opened theatres went
into operation. Thus, the net loss in four-
wall theatres was 315, but this was more
than offset by an increase of 322 drive-in
theatres. Actually, there were 387 drive-in
theatres constructed and 65 closed perma-
nenth' or abandoned, but about 20 of the
new constructions replaced drive-in opera-
tions which were closed.

A state-by-state tabulation of active thea-
tres, prepared for COMPO by Sirwdlinger &
Co., research analysts, shows that Texas
leads the country with a total of 1,427 of
which 465 are drive-ins. New York is sec-
ond with 1,166 theatres of which 143 are
drive-ins, closely followed by California with
1,089 theatres of which 195 are drive-ins,
and Pennsylvania with 1,063 theatres of
which 214 are drive-ins. Nevada has the
smallest number of theatres, 32, of which
eight are drive-ins.

British Attendance
Shows Slight Decline

LONDON : Admissions to Britain’s theatres
during the first quarter of this year aggre-
gated 309,000,000, which was a five per cent
drop from the corresponding quarter last
year, but was six per cent higher than the
last quarter of 1954, the Board of Trade
Journal reports. Accounting for at least
some of the decline was the exceptionally
severe winter weather during the period re-
ported on.

The average seat price rose from 20.5
pence to 21.5 pence which, the Journal com-
ments, offset the decline in attendance in
the first 1955 quarter.

Net receipts at the box office for the
quarter amounted to £18,221,000, of which
£11,800,000 represents the exhibitors’ share.

Albany: How To Be Very, Very Popular
(20th-Fox) ; Las Vegas Shakedown
(A.A.) ; Shot Gun (A. A.).

Atlanta: Kiss Me Deadly (U.A.) ; Lady
AND THE Tramp (B.V.) ; Mister Roberts
(W.B.) ; Not as a Stranger (U.A.).

Baltimore: Mister Roberts (W.B.) 4th
week; Not as a Stranger (U.A.) 4th
week; Wizard of Oz (MGM) (reissue).

Boston: It Came From Beneath the Sea
(Col.) ; Mister Roberts (W.B.) 2nd

week.

Buffalo: The Cobweb (MGM) 2nd week;
Lady and the Tramp (B.V.) 3rd week;
Mister Roberts (W.B.) 4th week; You’re
Never Too Young (Par.) 2nd week.

Cleveland: Man From Laramie (Col.);
Mister Roberts (W.B.) 2nd week; Not
AS A Stranger (U.A.) 6th week; Seven
Little Foys (Par.) 5th week; You’re
Never Too Young (Par.) 2nd week.

Chicago: Lady and the Tramp (B.V.) 8th
week; Love Me or Leave Me (MGM)
5th week; The Phenix City Story
(A.A.) 3rd week; Summertime (U.A.)
3rd week; Wizard of Oz (MGM).

Denver: The Kentuckian (U.A.) ; Lady
AND THE Tramp (B.V.) 2nd week; Man
From Laramie (Col.) ; Mister Roberts
(W.B.) ; Seven Little Foys (Par.) 3rd
week; Wichita (A.A.).

Des Moines: Mister Roberts (W.B.) ; Sev-
en Little Foys (Par.) 2nd week.

Detroit: Lady and the Tramp (B.V.) 5th
week; Man From Laramie (Col.) ; Seven
Little Foys (Par.).

Hartford: The Cobweb (MGM) ; It Came
From Beneath the Sea (Col.) 2nd
week; Mister Roberts (W.B.) ; To Paris
With Love (Cont. Dist.) ; Wichita
(A.A.) ; Wizard of Oz (MGM) (reissue).

Indianapolis: The Cobweb (MGM); Mister
Roberts (W.B.) 2nd week; Pete Kelly’s
Blues (W.B.).

Jacksonville: Lady and the Tramp (B.V.)
2nd week; Man From Laramie (Col.)
2nd week; Mister Roberts (W.B.) 3rd
week.

Kansas City: Lady and the Tramp (B.V.)
3rd week; The Magnificent Matador
(20th-Fox) ; Mister Roberts (W.B.) 2nd
week; Not as a Stranger (U.A.) 3rd
week; Seven Little Foys (Par.) 2nd
week.

The total net was 4.3 per cent more than
in the corresponding 1954 quarter, and the
exhibitors’ share was 4.2 per cent higher
than a year ago. The reduction in the enter-
tainment tax last year helped the results for
the period, too.

The returns on which the Journal’s report
was based were received from 4,497 theatres,
or 99.7 of those known to be operating.

Memphis: Lady and the Tramp (B.V.) 2nd
week; Mister Roberts (W.B.) 2nd week;
Not as a Stranger (U.A.) 2nd week.

Miami: The Cobweb (MGM) 2nd week;
Not as a Stranger (U.A.) 3rd week.

Milwaukee: Lady and the Tramp (B.V.)
3rd week; Mister Roberts (W.B.) 2nd
week; Not as a Stranger (U.A.) 5th
week; Seven Little Foys (Par.) 2nd
week.

New Orleans: Lady and the Tramp (B.V.) ;
Not as a Stranger (U.A.) 3rd week;
Pearl of the South Pacific (RKO) ;
Pete Kelly’s Blues (W.B.) ; Soldier of
Fortune (20th-Fox) 2nd week; We’re
No Angels (Par.).

Oklahoma City: House of Bamboo (20th-
Fox) ; How To Be Very, Very Popular
(20th-Fox) 3rd week; Lady and the
Tramp (B.V.) 4th week; Mister Roberts
(W.B.) 2nd week; We’re No Angels
(Par.) 2nd week.

Omaha: House of Bamboo (20th-Fox) ;
How To Be Very, Very Popular (20th-
Fox) ; Lady and the Tramp (B.V.) 2nd
week; Seven Little Foys (Par.).

Philadelphia: Man From Laramie (Col.);
Marty (U.A.) 7th week; Mister Roberts
(W.B.) 3rd week; Not as a Stranger
(U.A.) 5th week; The Shrike (Univ.) ;
You’re Never Too Young (Par.).

Pittsburgh: How To Be Very, Very Popu-
lar (20th-Fox) 2nd week; Man From
Laramie (Col.); Mister Roberts
(W.B.) ; Not as a Stranger (U.A.) 2nd
week.

Portland: Lady and the Tramp (B.V.) 3rd
week; Mister Roberts (W.B.) ; Seven
Little Foys (Par.).

Providence: It Came From Beneath the
Sea (Col.) ; Lady and the Tramp (B.V.)
3rd week; Mister Roberts (W.B.).

Vancouver: The Cobweb (MGM) ; House
OF Bamboo (20th-Fox) ; Man From Lar-
amie (Col.).

Washington: Lady and the Tramp (B.V.) ;
Man From Laramie (Col.) 2nd week;
Mister Roberts (W.B.) 2nd week; Not
AS A Stranger (U.A.) ; Seven Little
Foys (Par.) 5th week; You’re Never
Too Young (Par.).

Bridgepori Drive-in Opens

HARTFORD : Lockwood & Ciordon Enter-
prises announce the opening of their new
750-car, $200,000 Pix drive-in, Bridgeport,
Conn. John O’Sullivan, formerly manager
of the L & G Danbury drive-in, has been
named general manager of the Danbury and
Bridgeport drive-ins, with Don McPhee as
resident manager in Danbury.

MOTION PICTURE HERALD. AUGUST 13. 1955

J*oll Aided
By Beyiottai
Aieetinys

Regional activities promoting the forth-
coming Audience Awards poll, sponsored by
the Council of Motion Picture Organiza-
tions, continue in all parts of the country.

In Detroit last week exhibitors represent-
ing 200 Detroit theatres and 150 outstate the-
atres gathered at the Fox theatre to make
plans for the poll itself as well as for a con-
test to be held to enliven public interest.
Other meetings were held in Portland, Ore-
gon, and Philadelphia.

In Milwaukee last Friday over 100 ex-
hibitors gathered at the Schroeder Hotel to
hear details of the poll from Elmer C.
Rhoden, president of National Theatres and
national chairman of the campaign. At the
same meeting Angelo Provinzano, president
of Allied of Wisconsin, pledged his unit’s
support of the drive.

Ben Marcus, Wisconsin co-chairman of
the campaign committee, pointed to what
the industry has accomplished in the past in
civic affairs such as bond drives and March
of Dimes collections, and added that “now it
is time we did something to benefit ourselves
and help to get back the lost audiences.”

Pathe Laboratories to
Expand Coast Plant

HOLLYWOOD : Pathe Laboratories, Inc.
announced today a $250,000 West Coast
motion picture processing expansion pro-
gram which will double its 35mm. Eastman
color processing facilities and provide addi-
tional high speed equipment for developing
and printing of 16mm. commercial and TV
film. The project was announced by O. W.
Murray, Pathe vice-president in charge of
\\ est Coast operations.

On July 28, Pathe announced formation
of a subsidiary, Pathecolor, Inc., to enter
the processing of color still film under
license from Eastman Kodak Company.
First processing of still film will be in
Pathe s New \ ork laboratory, with expan-
sion of the still film printing line expected
to the \\ est Coast within two vears.

Pathe Laboratories is a subsidiary of
Chesapeake Industries, Inc., a diversified
industrial management company.

New King Bros. Film

Heaven with a Gun,” an original screen-
play by Robert Presnell, Jr., has been pur-
chased by the King Brothers and is sched-
uled to start in October. The film will be
made in Superscope and color for distribu-
tion by RKO.

Theme Song Published

HOLLY WOOD : “Heart of Gold,” theme
song of the Benedict Bogeaus-RKO picture,
"Tennessee’s Partner,” has been published
by the H. R. Music Corporation.

d N

cene

HOLLYWOOD BUREAU
THIRTY pictures were in photography
stage at weekend, five of them new under-
takings, all promising.

Columbia’s Jerry Wald, snug in a new
three-year contract as that company’s ex-
ecutive producer, started “The Eddy Duchin
Story” in CinemaScope and Technicolor
and New York. The late great pianist is
being portrayed by Tyrone Power, and
George Sidney, president of the Screen Di-
rectors Guild, is directing him, Kim Novak,
Janies Whitmore, Rex Thompson and the
others in the cast. No life story of an en-
tertainer who died at the peak of his Eame
has ever failed of box office success.

Eor the same company release Warwick
Productions, whose expert executive pro-
ducers are Irving Allen and A. R. Broccoli,
started shooting “Safari” in CinemaScope
and Technicolor and London. Adrian D.
W orker is down as producer, and Terrence
Young as director. Victor Mature and Janet
Leigh head the international cast.

MGM’s gifted Joe Pasternak and skilled
Roy Rowland, producer and director respec-
tively, set cameras to turning on “Viva Las
Vegas” in CinemaScope and Ansco color
and — of all places — Hollywood. Dan Dailey,
Cyd Charisse, Oscar Karlweis and Jim
Back-us head a large cast.

The same studio’s scholarly John House-
man began filming “Lust for Life” in Cin-
emaScope and Eastman color and Erance.
Versatile Vincente Minelli is the director.
Kirk Douglas and Anthony Quinn, whose
career is progressing brilliantly these days,
are the top names.

W^arner Brothers started shooting “The
Lone Ranger” in W’arnerColor and Kanab,
L^tah. It has Clayton Moore, Jay Silver-
heels, Bonita Granville and Lyle Bettger
as top personnel and is being produced by
W illis Goldbeck, directed by Stuart Heisler.

"Phenix City" to Have
Broadway Opening

Allied Artists’ “The Phenix City Story”
has been booked into Loew’s State Theatre,
New York, to follow MGM’s “The Cob-
web,” it was announced Tuesday by Morey
Goldstein, Allied Artists vice-president and
general sales manager. The New York
City engagement will be the first following
the simultaneous world premiere at the
W'oods Theatre, Chicago, the Georgia Thea-
tre, Columbus, Ga., and the Phenix City
Drive-In and Palace Theatres, Phenix City,
Ala. It is reported to be breaking records
in these engagements.

Makelim Forms Music
Publishing Company

The Makelim Music Publishing Company
is being formed to publish songs and musical
scores from all forthcoming features pro-

lllllllllllllllllllllllllllllllllllllllillllllMIIIIIIIIIIII

THIS WEEK IN
PRODUCTION:

STARTED (5)

COLUMBIA

The Eddy Duchin Story
( CinemaScope:
Technicolor)

Safari (Warwick Prods.;
(CinemaScope:
Technicolor)

M-G-M

Viva Las Vegas

COMPLETED (6)

ALLIED ARTISTS

Toughest Man Alive

COLUMBIA

Battle Stations

M-G-M

Tender Trap
(CinemaScope:
Eastman color)

SHOOTING (25)

ALLIED ARTISTS

Shack Up On 101
World Without End
( CinemaScope:

Color)

COLUMBIA

Jubal Troop (Cinema-
Scope; Technicolor)
The Gamma People
(Warwick)

Tambourine (Welsch;
CinemaScope;
Technicolor)

44 Soho Square (Film
Locations Prod.)

1984 (Holiday Prods.)

INDEPENDENT

Six Gun Lady (Lyon &
Bartlett Prods.)

The Burglar

(Samson Prods.)

M-G-M

The Last Hunt
(CinemaScope;
Eastman color)

I'll Crv Tomorrow

PARAMOUNT

The Lady Eve (Gomalco
Prods.; VistaVision;
Technicolor)

War and Peace ( Ponti-
de Laurentiis; Vista-

(CinemaScope;
Ansco color)

Lust for Life
CinemaScope:
Eastman color)

WARNER BROS.

The Lone Ranger
( WarnerColor)

RKO RADIO

Slightly Scarlet (Super-
Scope; Technicolor)
Glory (David Butler;
SuperScope; Techni-
color)

UNIVERSAL-INT'L

Red Sundown
(Technicolor) ■

The Proud and Profane
( VistaVision )

The Man Who Knew
Too Much (Vista-
Vision: Technicolor)
Ten Commandments
(VistaVision;
Technicolor)

20TH-FOX

Good Morning Miss
Dove (CinemaScope;
color)

UNITED ARTISTS

Trapeze ( Hecht-Lancas-
ter: Eastman color)
Foreign Intrigue

(S. Reynolds: Eastman
color)

UNIVERSAL-INT'L

Benny Goodman Story
(Technicolor)

A Day of Fury
(Technicolor)

WARNER BROS.

Our Miss Brooks
Court-Martial of Billy
Mitchell (Cinema-
Scope: WarnerColor)
Searchers

(C. V. Whitney;
VistaVision: Color)
Giant (George Stevens:
WarnerColor)

Vision; Technicolor)

MIMIMlimilMIIIIMIIIIIIIIIIMIIIIIIIIIIIIIIIIIIIIIIIII

duced under the Makelim 'Plan, it was an-
nounced by Hal R. Makelim. Recordings
and sheet music will be made available to
exhibitors at their refreshment counters,
he added.

MOTION PICTURE HERALD, AUGUST 13, 1955

BRITOX
TO SELL

London Importer Hopes to
Ease Two Way Flow of
Film Productions

by PETER BURNUP

LOXDOX : 111 the present warm glow of
co-existence between Russia and the West,
Kenneth Rive, whose company specialises
in the distribution here of foreign — particu-
larly Russian — films, announces that he has
been invited to IMoscow and hopes to dis-
cover whether he can’t find somewhere in
the glow a glimmer of an additional outlet
for Britain's product.

Mr. Rive has already raised the matter
with Mr. Robert Clark, last year’s president
of the Producers' Association, who has
promised to raise it at the meeting of his
Association in September. BFPA’s support
of his project is essential. Mr. Rive thinks;
for he envisages the possibility of a British
film week in Moscow, with a Russian one
in London. Such an arrangement has al-
ready been made between France and Rus-
sia. and reciprocal film weeks are to be
held in Moscow and Paris in October. It
is also suggested that there should be a reg-
ular exchange of suitable newsreel material
between Russia and England.

Since the wartime exchange of such films
as “Desert Victory” and “Battle in Stalin-
grad,’' the general public has seen little of
each other’s films. In the last two and a
half years, Mr. Rive’s company has imported
no fewer than 67 Russian films, but has
managed to sell only one British film, “Pick-
wick Papers,” to the Russians at, it is un-
derstood, the outright figure of £7,500.

Mr. Rive says that he has sent in all 35
films to Moscow. Of the last group, Brit-
ain’s leading money-makers, “Doctor in the
House,” “Genevieve’’ and “The Cruel Sea,”
were all marked in Russia as “not suitable.”

Russian films have come in here on a
50 per cent commission basis on net takings.
\\ ith the exception of one or two documen-
taries, none of them has rated general ac-
ceptance here. Mr. Rive declares that per-
suading exhibitors to show Russian films
is the most difficult thing in the world.
French and Italian subjects are difficult
enough, but they are easy going compared
with selling the Russians.

MANY TO VENICE FETE

Reversing its previous policy, the Film
Prorlucers’ Association here is making an
all-out effort at the forthcoming Venice
Festival.

A considerable delegation will attend the
Festival, headed by John Davis, the Rank
Organisation’s managing director and
BFPA president, ABPC’s Robert Clark and
last year’s president, with the Association’s

TO TRY
RUSSIA

director general Sir Henry French. A num-
ber of the country’s leading producers and
directors with around twenty stars will also
flv out.

Westrex held a highly successful demon-
stration here of the first Hi-Lux Val ana-
morphic lens manufactured by the Barnet
firm of W. Watson & Sons under the new
arrangements whereby Westrex markets the
lens in Britain under franchise from Pro-
jection Optics.

The demonstration was given before an
audience of trade newsmen and technical
members of the staff's of the three companies
concerned. It included a Westrex test card
of CinemaScope proportions and sequences
from Columbia’s “Three For The Show”
and Warners’ “Star is Born.” In all cases
the audiences were impressed with the spread
of light and clarity of definition.

W. S. Tower, Westrex’s London manag-
ing-director, stated that the lens is available
for immediate delivery. Its price will be “no
more” than that of British Optical and
Precision Engineers’ Varamorph. B.O.P.E.
hitherto has had a monopoly in the ana-
morphic field. Its Varamorph sells at £390
a pair including mounting brackets.

O'BRIEN'S CONCERN

NATKE’s Tom O’Brien, M.P., has issued
another of his pronunciamentos ; this time
in connection with the increasing shortage
of projectionists, which causes concern to
many exhibitors this side.

In his document, which has been pre-
pared— he says — to “provoke practical dis-
cussion” among his union’s members, Mr.
O’Brien makes great play with the currently
fasionable word here, “automation.”

Only by bringing “the advancement of
science and technology to our aid,” the
NATKE leader declares, can:

( 1 ) The working week be reduced ;

(2) A “shift” .system be applied;

13) The existing technical forces be re-
deployed so that projectionists can have
better working conditions “without adding
to the industry a financial burden which it
cannot carry.”

Mr. O’Brien concedes that shortage of
personnel in the motion picture industry is
not unique and indeed one of the great prob-
lems which all industries face here is the
condition of full employment which the
country now enjoys. But for a variety of
reasons that factor bears with peculiar
severity on the film business. According to
Mr. O’Brien, wages generally are not
enough. Hours of employment will not at-
tract the modern youth, nor the younger
married man.

Other industries, the document continues.

are meeting their difficulties by employing
the latest advances in electronics, mechan-
isation. and the “scientific application of
what is known as automation.’’ But the
film industry, O’Brien says, has so far neg-
lected this advance. Outside CinemaScope,
VistaVision and Cinerama there is hardly
a change in the fundamental process of
projecting a picture.

The industry, he claims, needs to revise
its ideas. “Indeed,” he adds, “we will have
to welcome with open arms any improve-
ment of advancement that is made in this
direction that will enable projectionists to
do their jobs better.’’

BRITISH LION SETUP

The Board of Trade has formally an-
nounced, in a Government White Paper,
financial arrangements for the liquidation of
British Lion Film Corporation and the set-
ting-up of British Lion Films Ltd.

This White Paper allows for the post-
ponement and remission of payments due
from the N.F.F.C. on the £3 million loan.
It also empowers the N.F.F.C. to pay £964,-
000 to satisfy bank loans and creditors of
the British Lion Film Corporation, out-
standing when the corporation was liqui-
dated in respect of which the N.F.F.C. has
given undertakings to permit the corpora-
tion’s business to continue.

It also empowers the N.F.F.C. to sub-
scribe in cash at par for £160,000 five per
cent unsecured loan stock in the film com-
pany and to transfer this stock to the Brit-
ish Lion Studio Company in satisfaction
of a debt which was guaranteed bv the
N.F.F.C.

In satisfaction of these arrangements, the
Receiver and Manager of the Corporation
will repay £555,000 to the N.F.F.C. and
transfer the remaining assets of the Film
Corporation to British Lion Films Ltd., in
exchange for 600,000 fully paid Ordinary
shares of £1 each in the new company.
These shares to be transferred to the N. F.
F. C. in satisfaction of the loan.

Alike Todd arrived in London last week
to set up filming of his projected Todd-AO
version of Jules Verne’s “Round the World
in Eighty Days.” And in doing so he read
professional publicists a sharp lesson in
the exercise of their craft.

Mr. Todd asked newsmen to meet him —
and Noel Coward who will make a guest
appearance in “Round the World” — in the
Regency splendour of the Messel suite in
the Dorchester. Without exception, every
newspaper in this town carried stories the
following morning of (1) Mr. Todd’s new
film; (2) his new hig screen process; and

(3) Mr. Todd.

Among other things, Mr. Todd told news-
men that his first film, “Oklahoma!’’ will
not open here until after the New York
premiere, “probably around the first of the
year.” He has only very tentative plans at
the moment but anticipates a road-showing
policy throughout the U. K. He estimates
that installation costs of Todd-AO will be
in the neighborhood of £12-£ 15,000.

MOTION PICTURE HERALD, AUGUST 13, 1955

Atlas UaMs
One Thirtl o/
HKO Parent

Atlas Corp. held 1,000,000 shares of RKO
Pictures Corp. stock as of June 30, last, the
company’s report to stockholders for the
first half of the current year showed this
week. Atlas described the holdings, valued
at $9,750,000 as of June 30 market quota-
tions, as constituting approximately one-
third of the outstanding RKO Pictures
stock.

Howard Hughes owns about 1,450,000
shares of the stock of the inactive, former
parent company of RKO Radio Pictures,
and the remainder of the stock is in the
hands of the public.

The Atlas report reiterates that “Discus-
sions have continued with respect to plans
for the activation of RKO Pictures Corp.
and this project is being actively pursued.”

A similar report was made to RKO Pic-
tures Corp. stockholders at their annual
meeting in Dover, Del., last week. Atlas has
been interested for some time in reactivating
RKO Pictures in order to make use of its
more than $20,000,000 estimated tax loss
carryover.

The Atlas portfolio saw no changes in
the company’s holdings of motion picture
stocks during the first half of the year. In
addition to the RKO Pictures stock. Atlas
owns 25,000 shares of Paramount Pictures
common, valued as of June 30 at $1,037,500,
and 105,000 shares of Walt Disney Prod,
common, valued at $3,990,000.

Atlas reported six months profit after
taxes of $3,678,527.

Music Hall Books
'Trial" for Autumn

Following the announcement of the book-
ing of MGM’s new film, “Trial,” at the
Radio City Music Hall, Russell Downing,
president and managing director, said he
would not concede that the booking is in the
nature of a “radical departure” for the the-
atre.

“The booking of ‘Trial’ is a variation for
the IMusic Hall but certainly not a change
of policy, ’ he said. “We will not reject
strong dramatic productions if they meet our
standards. . . . While it undoubtedly will be
widely discussed, we do not regard the pic-
ture as ‘controversial’.”

He said, “There has been a steady change
in public taste in entertainment and we must
keep up with the times.” “Trial” is sched-
uled as a fall attraction at the theatre.

Legion Approves Seven of
10 New Productions

The National Legion of Decency this
week reviewed 10 pictures, putting five in
Class A, Section I, morally unobjectionable
for general patronage; two in Class A, Sec-
tion II, morally unobjectionable for adults,
and three in Class B, morally objectionable

Eric Johnston. MPAA president, is sched-
uled to return to Washington from
Spokane at the end of this week. He plans
to leave Washington aroun;! August 20
for a three-week trip to the Near East
as President Eisenhower’s personal am-
bassador.

Bernard Zeeman, treasurer of Columbia
Pictures International Corp., has been
elected a member of the board of directors.
He was elected treasurer in 1951.

R. J. O’Donnell, International Ringmas-
ter of Variety Clubs International, was
guest of honor at a luncheon given him
by the crew of the British Tent at the
Savoy Hotel, London, August 2.

Michael Bergher, Far Eastern supervisor
since 1951, was elected a vice-president
of Columbia Pictures International Corp.
last week.

Robert Dorfman has been promoted to ex-
ploitation manager of Buena Vista Film
Distribution Co. He has been a member
of the publicity and advertising depart-
ment of Walt Disney Productions for the
past seven years.

in part for all. In Section I are “Case of
the Red Monkey,” “The Divided Heart,”
“The Last Command,” “The Virgin
Queen” and "Wichita.” In Section II are
“Count Three and Pray” and “The Naked
Street.” In Class B are “Betrayed Women”
because of "low moral tone” ; “The Big
Bluff” because of “suggestive situations ;
low moral tone,” and “The Kentuckian”
because of “excessive brutality.”

Rogers Hospital Directors
Meet September 8-1 I

The annual meeting of the board of di-
rectors of Will Rogers Memorial Hospital
has been scheduled for the weekend of Sep-
tember 8-11, A. Montague, president, an-
nounced this week. The directors and their
guests will leave New York September 8
for Saranac Lake, where they will make
their annual visit to the hospital the follow-
ing day. The meeting, postponed from last
June, will be held September 10 and will
be the first in 16 months. In addition to
regular and accumulated business, reports
will be presented on this month’s audience
collection drive.

Settle Ireb Trust Suit

Settlement out of court of the $3,000,000
anti-trust suit brought by the Ireb Theatre
Corp. against eight major companies and
four exhibitors was reported in New York
Federal Court last weekend. The plaintiff
had charged the defendants with discrim-
inating against its Central theatre. Pearl
River, N. Y., and giving preference to com-
petitive houses.

Herbert Kalmus, president and general
manager of Technicolor Motion Picture
Corp., returned this week from Europe.

Arthur B. Krim, president of United Art-
ists, arrived in New York last week from
Rome after a two-week business trip to
Europe.

Michael Woulfe, chief designer at RKO
Studios for the past seven years, resigned
last week.

Hugh Thomas, Jr. has sold his interests
in his drive-in theatres in Sarasota, Fla.,
to become active in his duties as vice-
president of the Makelim Organization.

Peter A. Mellas, special Middle East rep-
resentative for 20th-Fox, has been given
added duties as assistant to William
Lampros, for Greece. In addition he will
represent Fox Movietone News in Greece
and the Near and Middle East.

Philip IMiles has resigned from Lynn
Farnol public relations office and has been
made director of advertising and pulilic
relations for Restaurant Associates, Inc.

U tah"Itlaho
Joins TOA

COLUMBUS, GA.: The Utah-Idaho The-
atre Owners Association, a new exhibitor
organization covering the Salt Lake City ex-
change area, has become an affiliate of the
Theatre Owners of America, it was an-
nounced here by E. D. Martin, TO*\
president.

The new organization, at a meeting held
in Salt Lake City last week, unanimously
voted to join TOA, following meetings over
the past few months with Mr. Martin, Wal-
ter Reade, Jr., chairman of the TOA board,
and George Gaughan, TOA field repre-
sentative.

Formal induction of the Utah-Idaho group
as well as the Theatre Owners Association
of Quebec will take place at TOA’s annual
convention, October 6-9, at the Biltmore
Hotel, Los Angeles. A large delegation of
UITOA members are scheduled to represent
the local group during the ceremonies.

Clyde A. Blasius, president of the new
organization, has announced that his theatre
group has approved and urged its member-
ship to fully support Exhibitors Film Finan-
cial Group and to cooperate with the
COMPO Audience Awards program.

U-l Acquires Haas Film

Universal-International has purchased its
second Hugo Haas production, “Hold Back
Tomorrow.”

MOTION PICTURE HERALD, AUGUST 13, 1955

TULSA

SALT LAKE

Packed 'em in at Gem, Hyland and
Redwood triple date! HELD OVER!

Standout of the entire southwest
at the Ritz! 2nd WEEK smash!

RENO

BIRMINGHAM

48% above average at Empire!
2nd WEEK like usual first stanza!

PITTSBURGH

“Lusty” shouts Variety as the
Harris does top biz of summer!

JACKSONVILLE

Boxoffice hurricane runs up
sensational gross at the St. Johns!

Full week's biz in 4 days at
Majestic! Like owning slot machine!

CHECK

THE BIG FIGURES

in PORTLAND, Ore., ROCKPORT,
III., COLUMBIA, S. C. and
WORCESTER, Mass.

We're not mentioning the iowh
Topeka. You'd expect it to be bijp

ished ill,
Jt the fic

VERA MILES * LLOYD BRIDGES • WALUICE FORD • EDGAR BOCHANAN ■ REFER GRAVES .»>. KEIIH ura IM BENTON REID . JOHN SMITH
A WALTER MIRISCH Producton • Direcled by JACQUES TOURNEUR • Stoiy and Scmplay by DANE B. ULLMAN

An ALLIED ARTISTS Picture

giant tops everything
bx Midwest’s

theatres dayrand-dai

GATEWAY TO THE WEST...

DOORWAY TO HELL!

MEXICAN ENIOX
WIXS PAY HIKE

by LUIS BECERRA CELIS

in Mexico City

Hardly was the ink dry on the new pact
between the National Cinematographic In-
dustry Workers Union and three top Mex-
ican distributors and the nine major Ameri-
can distributors, granting wage hikes of 17
per cent, than the union (^STIC) made de-
mands for similar increases on the small
independent distributors of domestic and
foreign films.

STIC argues that if the big distributors
can afford to pa\' 17 per cent more in wages,
the little fellows also can. The latter, how-
ever, have told the Federal Board of Media-
tion and Conciliation, which is seeking to
avert the threatened strike, that their busi-
ness at best only allows them to make ends
meet. The STIC replied by saying: “That’s
what the big ones said, but look at them !’’

Import of Italian pictures, which have
become increasingly popular here, has been
forbidden by the National Cinematographic
Commission, because, according to president
Jorge Ferretis, Italy, has ignored the
reciprocal pact under which the films of
each country were to be exhibited. Mr.
Ferretis said that 40 Italian films had been
shown in Mexico against four Mexican
films in Italv since the pact was signed.

Hollywood films, numerically, still domi-
nate the Mexican film scene by a very com-
fortable margin.

Of the 224 films exhibited in this country
from Janaury 1 through July 28 this year,
106 were .\merican and 57 were Mexican.
They were followed by Italy with 31, France
17, Great Britain four, and one each from
Cuba, Argentina, Guatemala, Spain, Brazil
and Poland. Also shown during the period
were six co-productions: two French-Span-
ish, two Cuban-Mexican and two French-
Italian.

FRANCE

by HENRY KAHN

in Paris

Although full plans for the opening of a
French Film Office in New York are not
complete, it is safe to say that preparations
are going ahead rapidly. The office mo.st
likely will be a combination of information
bureau ("with advice for exhibitors of
French films), propoganda office and official
representative of the French industry. No
great difficulty is expected to arise over the
nomination of a director, and the name of
Robert Favre-Lebret has already been sug-
gested. He is secretary-general of the
Cannes film festival and well-known to
many Americans.

.-Mthough the Cinema Confederation,
which was dissolved over a year ago, is not

likely to be revitalized, closer collaboration
between producers and exhibitors is not
only expected but assured.

The Congress of French Exhibitors last
month marked the beginning of that closer
collaboration when the delegate general of
French film protlucers, Mr. H. Frenay,
joined hands with the exhibitors and an-
nounced his intention of working with them
to free the motion picture industry from
state control.

The aim is to persuade the Government
to cut down its support of the National
Film Centre which, in point of fact, runs
the industry. The industry feels that the
Government should know that it can handle
its own affairs. It also maintains that
given a free hand to take care of itself, the
Development Law, administered by the Na-
tional Film Centre, would not be necessary
as is now thought.

Robert Craven, delegate general of Uni-
france, announced on his return from Mos-
cow last month that the Soviet Union now
has 50,000 cinemas, plus another 26,000 of
the traveling- variety. Mr. Craven went to
Moscow to arrange for a French Film Week
to be held there at the end of October.
Seven French films will be sent to Russia
to be shown in three special theatres during
the week’s festivities.

ISRAEL

by ALBERT DE MATALON

ill Tel-Aznv

The construction of a large theatre here
by 20th Century-Fox Import Company has
been approved by the Investment Centre.
Approximately $600,000 and 500,000 Israeli
pounds will be invested in the building,
which will have five floors. The first will
house the theatre and the rest will be given
over to office space. The plans have been in
the offing since 1949 but were only just now
approved by the Investment Centre.

ARGENTINA

by NATALIO BRUSKI

in Buenos Aires

The political developments which took
place here as a consequence of the attempted
revolution in June have caused the resigna-
tion of the former Secretary of Press of
the Government House, Raul A. Apold, head
director of the Entertainment Board, whose
supervision also included motion picture in-
dustry affairs. To replace Mr. Apold, the
Government appointed Francisco Leon
Bouche, a well-known and experienced
newspaperman. Film industry matters espe-
cially are expected to be made easier by
Mr. Bouche, who will have to make a de-
cision concerning the previous policy of
protecting Argentine films to the detriment
of foreign producers.

AUSTRALIA

by FRANK O'CONNELL

in Sydney

With 35mm people concerning them-
selves about the bad business in Melbourne
and the gradual, mushrooming of drive-ins,
little is being said or done about the looming
threat of television. The threat took a new
turn recently when the Rola Radio Company
of Australia took air time to interest listen-
ers in subscription TV. Apparently the pay-
as-you-see TV people are not going to wait
for TV to establish itself along set lines
before coming into the picture; they want
to start and grow with the new medium.

The apathy of the motion picture indus-
try has been astonishing. Several of the
companies, of course, have financial stakes
in TV stations — notably Hoyts and Greater
Union Theatres — while the distributors have
no doubt plans to release some product on
T\’. Established exhibitors, the independ-
ents whose theatres are not often models
of smart, up-to-date showmanship, appear
to exhibit nothing so much as an oriental
fatalism. Perhaps they are hoping that
CinemaScope, VistaVision, SuperScope
might do for them what new seating, sound
and carpets will.

JAPAN

by A. C. FINDER

in Tokyo

Heads are expected to roll in the Red
Chinese film industry following a recent
Government announcement that production
there has been “unsatisfactory.”

According to the Peiping Peoples Daily:
“The crucial problem of the present situa-
tion is to increase the number of feature
films and to raise their quality. . . . Produc-
tion has been unsatisfactory. Work has had
to be suspended by various studios because
there were no scripts to shoot. Many direc-
tors, actors and actresses have had, for
prolonged periods, no chance to show them-
selves and the public is complaining of the
small number of films.”

To make sure their films remain “a proper
propaganda medium,” the Government sees
to it that a number of checks are made in
the course of production. Making the checks
are representatives of the Army’s political
department, the trade unions and the Youth
Corps. The Ministry of Cultural Affairs
also gives all scripts careful scrutiny, while
the Ministry’s film bureau watches the shoot-
ing to see that the script is carefully fol-
lowed. Finally, the bureau must give its
permission for final release of the film.

Famous Players and Odeon
Close Two Key Theatres

TORONTO : Announcement was made at
Peterborough, Ontario, of the closing of
Famous Players’ Capitol tlieatre there, the
900-seat unit being managed by L. J. Gouin.
The Capitol is expected to reopen when con-
ditions improve. The chain will continue to
o|)erate the Paramount at Peterborough. In-
formation from a Canadian Odeon source
told of the closing July 30 of tlie downtown
Odeon in Vancouver, B. C.

MOTION PICTURE HERALD, AUGUST 13, 1955

pDiVIVTE

OR'S

THE HEADLINES TELL THE STORY!

Benson’ Bangup
at ®C, K.C.

Town ha.s a bcxv oi hoiac
miv licw null 001114, “M
Siiuauiiiii: MU m tom ‘

‘Benson Hot
IG, Omaha

I -.n hv.M vuvo

vveok. evcif

j;; bocsui i'. trucit

...and they've taken the “Major” right into their hearts EVERYWHERE! Talk to
your exhibitor friends in these early-bird towns. They’re all “Benson” boosters:

Fox, Sedalia, Mo; Fox, R. Madison, la; Cooper, Dodge City, Ks; Paramount, Baton Rouge, La; State, Burlington, N.C;
Masonic, New Bern, N.C; Weiss, Savannah; Warner, Frederick, Md; Ridgeway, Stamford, Conn; Cambria, Johnstown;
Myers, Janesville, Wise; Center, Little Rock; Center, Charlotte.

There’s Mciaiml

‘ about the i

“Certain to delight every member of the family”

— Muncie, Ind. Star

“Merry, heartwarming, uproarious comedy”

— Kansas City Star

An Editorial

“We have heard quite a bit of late from churchmen, educators, civic
groups and others about the alleged misuse of the screen by a minor
fraction of Hollywood product ... it accordingly will be interesting to
see what our vocal critics do in the instance of that happy example of
Hollywood picture-making. Universal’s ‘THE PRIVATE WAR OF
MAJOR BENSON’.” -Film Daily

“Superb ... A really fine comedy”

— Boston Globe

An Editorial

“If you are smart, you will take in ‘THE PRIVATE WAR OF MAJOR
BENSON.’ It’s grand entertainment. If a dirty film were to be booked
at one of our houses, all of these (civic) groups would be heard from.
Why cannot these same groups assert a positive influence for the
better pictures? _ St. Joseph (Mo.) News Press

“The most delightful surprise of the year”

^ —New York Daily News

An Editorial

“ ‘THE PRIVATE WAR OF MAJOR BENSON’ proves again that
Hollywood can provide good, wholesome, family entertainment at its
best. It remains for the movie patrons to prove by their attendance that
they appreciate this type of picture.” _ Pittsburgh Catholic

An Editorial

“With the arrival on the cinema scene of a nine-year-old actor capable
of carrying a picture (Tim Hovey in ‘THE PRIVATE WAR OF MAJOR
BENSON’) this industry, having been without a child star coining
money and family-favor for it since Shirley Temple and Mickey Rooney
grew up, may be on the eve of a whole new wholesome era.”

— Motion Picture Herald

“One of the most delightful pictures of the year”

— Quincey, III. Herald-Whig

An Editorial

“In ‘MAJOR BENSON’ U-I has a picture of exceptional entertainment
values, a heart-warming, delightful, rib-tickling story. It is an answer to
the demands for wholesome films — and comedy — so often made by
people within and without the industry. Seeing it should convert many
a persistent complainer into a movie booster.” — Boxofflce

“It’s a real heartwarmer”

-New York Journal-American

MAPPILV YOURS FROM UMiVGRSAL-lMTeRKlATlOKJAC '

PRIVATE WARiFMAIOR BENSON

STARRING Technicolor

CHARLTON HESTON JULIE ADAMS

with TIM HOVEY WILLIAM DEMAREST • TIM CONSIOINE • SAL MINED
NANA BRYANT • MILBURN STONE • MARY FIELD
Direcied d, JERRY HOPPER • Scrcenpia, d, WILLIAM ROBERTS and RICHARD AUN SIMMONS • Produud d, HOWARD PINE

ALBANY

Drive-ins and summer situations are ahead
of last summer, while many city-town indoor
theatres are behind. The prolonged, record-
breaking heat has been an adverse factor —
except in mountain and lake spots. . . . The
Strand, which with "Mister Roberts” ap-
proached its all-time high gross of “Battle
Cry" — held the Xavy picture a second week
— at $1 top. . . . Attracting strong matinee
business with “Lady and the Tramp,” the
Palace extended its run two daj’s. ... Si
Feld, former Columbia and 20th Century-
Fox salesman, later traveling with a line of
women’s apparel, and most recently re-
appearing as an IFF salesman in Boston,
made a business trip here. . . . Thomas A.
Shea, husband of ^Irs. Katherine Shea,
manager’s secretary at iletro, and himself a
one-time accountant for Buckley Theatres,
died after a long illness.

ATLANTA

Hal Jordan. Central drive-in, Dunn, N. C.,
was here visiting with his family. . . . Bob
Moscow, general manager of the Rialto
Theatre Co., is back at his office after a
business trip to X^ew York. . . . Leonard
Burch. L'nited World Films, is off for a vaca-
tion in Havana, Cuba. At the same com-
pany, Miss Joan Hunt, office manager is back
after a vacation spent in Florida. . . . Bob
Davis and Curley \hnson. Sundown drive-
in theatre. Columbia, Tenn., were in for a
booking trip. . . . Branch manager Hobbs,
Allied Artists, is back after a trip to Jack-
sonville. . . . Louis Strickland, president of
Strickland Films, is back at his desk after a
business trip out of the city. . . . Lois New,
formerly with Howco Films, now is in the
booking department at Allied Artists. . . .
Mildred Cashy has been appointed assistant
cashier at Howco Films and Shirley Hicks
is in the booking department. . . . Mary Jarvis,
formerly with IFF, now is in the booking
department of ABC Booking Service Co.

BALTIMORE

The Stanley theatre has installed a new
Raytone seamless screen, according to man-
ager Rodney Collier. . . . William Gude,
manager of the Boulevard, was host to traf-
fic law enforcement officers and the Mary-
land traffic safety commission for the show-
ing of a new traffic safety film titled “Devil
Take Us”. . . . James Richards, assistant
manager at the Little, is father of a nine-
pound son born to Mrs. Richards at
Women’s Hospital on July 20. They’ve
named the newcomer Davis .Scott Richards
. . . Mrs. Helen Diering, secretary of the
Allied Motion Picture Theatre Owners of
Maryland, has returned from a trip to Cape
Cod, Mass. . . . C. Flmer Xolte, Jr., gen-
eral manager of the Durkee Fnterprises,
was on vacation. . . . The new Timonium
drive-in, in Baltimore County, with a ca-
pacity for 2..S00 cars, opened last week.
Walter Gettinger is handling the booking
for the theatre.

BOSTON

Business at the Beacon Hill theatre was
500 per cent above average, despite near
100-degree weather, for the opening week of
“Game of Love,” one of the films involved
in the recent Massachusetts Supreme Court
decision ending Sunday' censorship. . . . Fr-
nest Warren’s Paramount theatre, Needham,
will start a new single feature policy for
Sunday, Monday and Tuesday of each week,
beginning September 4. . . . Smith Manage-
ment’s new 2400-car Meadows drive-in in
downtown Hartford opened with a first run
policy. . . . Smith Management plans active
participation in the August 26-September 1
celebration of the 22nd anniversary of the
first open air theatre in Camden, N. J.
Fxtra newspaper space will be used during
this National Drive-In Week, and a number
of special events are planned. . . . Cary
Grant met Boston film critics at a cocktail
party arranged by Paramount publicist Ar-
nold Van Leer in the Sheraton Plaza Hotel,
in connection with early opening of Alfred
Hitchcock’s “To Catch a Thief.” . . . Audie
Murphy is due in Boston August 28 to be
guest of honor at the national convention of
Veterans of Foreign Wars.

BUFFALO

Jack Curtin, eastern division district man-
ager, Republic Pictures, was in town last
weekend for conferences with local branch
manager Leon Herman and conferences with
exhibitors along first run Row. . . . Four
cash awards, the largest $2,500, have gone
to four Fastman, Rochester, employes, for
suggestions to improve plant procedures.
The top award goes to Charles R. Cotter of
Mendon, who suggested use of a coating
that insures operation of film packaging
equipment parts without excessive mainte-
nance. . . . J. Woodrow Magnuson, 41, of
North Fvans, a staff announcer for WFBR
and a radio broadcaster in the Buffalo area
for nearly two decades, is dead of a heart
attack. . . . F. J. Wall, field representative
in tlie Buffalo and Albany areas for Para-
mount Pictures, is sporting a new Buick.
F. J. was in Buffalo this week conferring
with Arthur Krolick and Charles B. Taylor
of Paramount Theatres on promotion plans
for the opening of “To Catch a Thief.” . . .
Harry Buck, formerly manager of the State
theatre in Conneaut, O., has been named
manager of the Park theatre in Westfield,
N. Y.

CHICAGO

Harry Balaban is general chairman of the
Variety Club “Golforama” to be held at St.
Andrews Golf Club August 26. Mike Stern
and Johnny Jones are ticket co-chairmen.
. . . Fred Matthews, diead of Motiograph
Company, and TFSMA president, left for
New York to attend a joint meeting of of-
ficials of TOA and TFSMA. . . . Clayton
Bond, well known on Film Row because of
the many years he spent here, died at Ft.
Lauderdale, Florida. . . . There was a real
mob scene at the Chicago Theatre Friday

when Jack Webb made a personal appear-
ance in connection with the opening of
“Pete Kelly’s Blues.” . . . Rosalind Russell,
accompanied by her son, Lance, visited here
briefly before going on to New York. . . .
“A Day to Remember” opened for its first
showing at the Cinema theatre. . . . R. J.
Kenny, manager at the Jeffery, left for a
vacation in Michigan. . . . Herb Fllisburg,
manager at the Piccadilly, reported that his
mother, Mrs. Flizabeth Fllisburg, has shown
no improvement following a stroke. She is
at Myer House, Michael Reece Hospital.

CLEVELAND

Downtown extended runs are indicative
of the popular appeal of the new product
and emphasizes the fact that “family type”
pictures pay off. Holdovers include “Not As
a Stranger,” six weeks; “Seven Little Foys,”
five weeks; “Lady and the Tramp,” three
weeks ; “Mister Roberts,” two weeks, and
“You’re Never Too Young,” two weeks,
and “It Came from Beneath the Sea” paired
with “Creature with the Atom Brain,” two
weeks. . . . Gerold Kerner, MGM booker and
his wife left for two weeks in the east in-
cluding visits in New Hampshire and up
and down the shore. . . . Very few exhibitors
braved the 90 plus temperature to visit Film
Row this week. . . . RKO’s “The Outlaw,”
complete with a code seal and Legion of
Decency approval, has a Sept. 8 opening
date at the RKO Palace. . . . Bon Ancell,
Akron Radio WCUF disc jockey, is putting
on a show every Friday night in the lobby
of the State theatre, Cuyahoga Falls, in
which he gives away a free record to the
first 20 people who ask for it. During the
week he plugs the State show on his regular
radio program. . . . Rialto theatre, Akron,
is permanently dismantled. Property is being
converted for use as a union headquarters.

DENVER

F. F. Jameson, Sr. and Jr., Kansas Cit>’,
owners of the Denver Shipping and Inspec-
tion Bureau, were in to install Frank L.
Norris as manager. Norris was formerly
office manager for 20th-Fox m Kansas City.
He succeeds Lynn Fetz. . . . Paul Lyday,
Denver publicity manager for Fox Inter-
IMountain Theatres, is in St. Luke’s hospital
recovering from an operation. . . . Robt.
Garland, property manager for Fox Inter-
Mountain Theatres, was in the hospital with
the flu. . . . The Lincoln, Cheyenne, Wyo.,
was reopened after a $125,000 remodeling
job. Fox Inter-Mountain Theatres char-
tered a plane to fly guests from Denver to
attend the reopening. . . . Pauline Hall,
Paramount branch manager’s secretary, to
California on her vacation.

DES MOINES

Jerry Bloedow last week celebrated his
10th anniversary as manager of the RKO-
Orpheum theatre here. Jerry’s two sons are
being initiated into the theatre business, he

{Continued on page 30)

MOTION PICTURE HERALD. AUGUST 13. 1955

The 1956 editions

‘The

best frierit^
your desk ha
ever had^'

Much of the important information in the ALMAN AC
cannot be found elsewhere — and nowhere else can any
of its information be found so quickly. Each of the
ALMAN ACS is organized in 1 5 thjimb-indexed sections.
They are designed for constant use — and they certainly
get it, at thousands of executive desks every day!

THUMB-INDEXED SECTIONS: (I) WHO’s WHO— over 11,000 concise biog-
raphies, the industry’s ONLY real “Who’s Who’’; (2) PRODUCERS and
DISTRIBUTORS — of everything for TV time; (3) PROGRAMS — an A to Z
list of all shows nationally available, with all pertinent information; (4)
SERVICES & EQUIPMENT — all types of services for TV production, including
film and music libraries, laboratories, studio equipment, etc.; (5) CORPS. — cor-
porate structure and executive personnel of the companies in or related to TV;

preparation

Television is to hove its own
ALMANAC . . . and here is an
outline of its contents—

(6) MOTION PICTURES — list of over 4,000 features from 1944 to now, with
factual data; (7) TV STATIONS — full listings, with data; (8) AGENCIES &
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many up-to-date facts and figures of the needed kinds, plus highlight-review of
the year; (10) CODES — with full text of TV Code and background data; (II)
AWARDS — lists of winning shows and performers: (12) ORGANIZATIONS —
national and regional, with officers, etc.; (13) CANADA — complete breakdown
of TV in Dominion; (14) GREAT BRITAIN — breakdown of TV data, com-
mercial and non-commercial; (15) WORLD MARKET — listings and status,
country-by-country; Also: PRESS listings, RADIO information and a mine of
other reliable data — all up-to-date and cross-indexed.

< wcrd about the “Who’s Who
in the ALMANACS . . .

•nniuTiciui

lelevision

almanac

Edited by CHARLES S. AARCNSCN

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, QUIGLEY PUBLISHING COMPANY
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{Continued front, page 28)

says. Both are working in Des ^loines thea-
tres during the summer vacation. . . . Buck
Manbeck. former owner of the Forest thea-
tre who now operates Midwest Pictures,
Inc., was married recently. . . . Lois Ann
Lattimer. Warners, is on vacation with her
husband who is back on furlough. They have
moved into their new home. . . . Martha
Ringland of Warners has moved to Denver.
She was replaced as booking clerk there by
Xancy Trost. . . . Xew assistant booker at
Columbia is Bill Bell. . . . Lois Ewing,
Columbia cashier, is on her vacation. . . .
Lou Levy and Mrs. Levy flew to Minneapo-
lis for the Harold Field wedding anniversary
observance. . . . Rosetta Dunlap has resigned
her Universal position. . . . Carol Olson, UA
manager, is at Virginia Beach with the
Marine Reserves, and A1 Ungerman, Uni-
versal booker, is with the Xational Guard at
Ripley, Minn. . . . UA is the latest Des
Moines exchange to install air conditioning.
. . . Frank Bailey, the father of Evelyn
Tellis, died at his home in Sterling, 111.
Evelyn is employed at Universal. . . . Variety
club's annual hole-in-one tournament will be
held here Aug. 12 to 21 at the Grand Golf
driving range. Three new Plymouths will be
the prizes. All proceeds will go to the Heart
Eund. . . . Marion Campbell, cashier at the
Boone drive-in, will be married Sept. 21 to
Richard Dunkelberger. The ceremony will
be performed at the Little Brown Church at
Xashua. . . . Stanley Dean of Spencer is the
new manager of the Arrow and Corral thea-
tres at Cherokee.

DETROIT

Howard Pearl has just returned from
Iowa where he arranged United Artists
showings for the visiting Russian farmers.
. . . The long ailing James Sharkey of Co-
operative Theatres has been replaced by
Daniel Lewis. Lewis was for many years
film buyer for Wisper-Wetsman. . . . Para-
mount secretary Norma Richards is a new
mother — Lisa Gale being the new arrival.
. . . General business slumped considerably
during the longest heat wave in the city’s
histor}'. Seventeen days above 90 in July
with August starting out all above 90 at this
time found air-conditioned houses losing out
to the heat between home and theatre. . . .
The Riverama being planned for Detroit’s
river front later in August is constantly re-
ferred to as Cinerama, delighting the Music
Hall management. . . . George Wishart, of
Highland Park, won the Switzerland trip in
the lecent “Cinerama Holiday” contest....
The committee for the National Audience
Poll is headed by William Westman of W.
and W. Theatres.

HARTFORD

Paul Tolls, of Kounaris-Tolis Theatres,
has disclosed plans for construction of a
l.fXX)-car capacity drive-in theatre, as part
of a huge, 35-acre shopping center adjoining
K-T’s Meriden theatre, a first-run situation
in Meriden, Conn. K-T operates houses in
Meriden and Newington. . . . Charles Lane,
operator of the New Haven drive-in, and
Irving C. Jacocks, operator of the Branford
theatre, a conventional, four-wall house at
Branford, Conn., have opened their newly-
built. 1,990-car capacity Summit drive-in.
Route 1, Branford. Cost of construction was
not disclosed. The project covers a 40-acre
site. . . . Barbara Dolgin, daughter of the
Joe Dolgins of the Pine drive-in, Water-

bury, has announced her engagement to
Stanley Walden of New York. . . . Phil
Harrington has been named assistant man-
ager of the Stanley Warner Garde, New
London. . . . Bernie Menschell of Com-
munity Amusement Corp. has named Art
Jennings, formerly at the Music Box thea-
tre, Xew Britain, as manager of the Man-
chester drive-in, Bolton Notch, replacing
Henry Pardo, who becomes concessions
manager of the Meadows drive-in here. . . .
Walter Lebowitz, manager. Parsons, has re-
signed to continue post-graduate study, with
James Kulowski replacing.

INDIANAPOLIS

Jack Webb got “Pete Kelly’s Blues” off to
a good start with two personal appearances
on the stage at the Circle when it opened
Thursday. . . . Dave Friedman, Paramount
field representative, was here last week set-
ting up plans for a visit by Cary Grant Fri-
day. . . . Curt Butler, Film Row veteran who
tired of retirement, has come back to join
Republic’s sales staff. . . . Walter Wolver-
ton, advertising manager of Greater Indian-
apolis, left Friday on a vacation trip to
Canada by way of Akron, O. . . . Sidney
Blackmer was here the past week to appear
in “Second Threshold” at the Avondale
Playhouse. . . . Statia O’Connell, new oper-
ator of the Oriental, has announced that W.
Ray McCormick will stay as manager. . . .
O. Templeton has taken over the Wheel-In
at Mooresville from Indianapolis Coopera-
tive. . . . Marc Wolf and Trueman Rem-
busch are judges for the central Indiana
amateur talent contest staged by the city
park department Wednesday night.

JACKSONVILLE

Danny Deaver, Variety’s chief barker and
former manager of the Normandy Twin
Outdoor theatre, is now sales manager of
Phil Kafka’s photo blowup service. . . . Jack
Wiener, MGM publicist, returned from a
Florida tour in connection with openings of
“The Cobweb.” . . . Nondenominational
church services are now being conducted at
three local drive-ins: the Main Street, At-
lantic and Normany. . . . Maurice Shaaber,
Wil-Kin Theatre Supply salesman, was
struck by a car and painfully injured while
crossing a downtown street on foot. . . . The
young son of Bill Baskin, Florida State
Theatres booker, is recovering satisfactorily
from an attack of polio. . . . Tom P. Tidwell,
29th-I "'ox branch manager, returned from a
visit to Haines City. ... In town from
Atlanta branch offices were Gordon Bradley,
Paramount : Ollie Williamson, Warners ; and
Jimmy Hobbs, Allied Artists. . . . Edith
Smith, FST ad writer, returned from a
vacation spent in Topeka, Kansas. . . . James
L. Cartwright, FST district supervisor at
Daytona Beach, and his family were vaca-
tioning in Tennessee. . . . George Bradley
was managing the Southside drive-in during
the absence of H. S. Stewart.

KANSAS CITY

Zeva Yovan, manager of Loew’s Orpheum,
St. Louis, is again, as on more than one
previous occasion, substituting as manager
of the Midland at Kansas City, in the ab-
sence of Maurice Druker, manager, who is
finishing out his uncompleted vacation. . . .
Continued hot weather is a factor in the
good attendance at first runs and, more
imi)ortantly, at subsequent runs. . . . “Too
Young for Love” opened at the Glen August

5. The Kimo is showing “Gate of Hell.”
The Vogue has “Mr. Hulot’s Holiday.” . . .
The Claco drive-in had an extra midnight
show, admission 75c, Friday and Saturday,
August 5 and 6.

LOS ANGELES

After 30 years with National Screen
Service, Les Rapp is retiring, and to give
him a farewell tribute his friends on the
Row tossed a luncheon at the Rodger Young
Auditorium. . . . John F. Rickert, branch
operating manager for U-I, arrived from
New York to make plans for the opening of
the new U-I branch building here, which
boasts the latest innovations in this type of
structure. . . . The first new “hard-top”
theatre to be built in southern California in
a good while is to be erected in West Covina
by Sid Pink, local exhibitor. Pink has ap-
plied for a zone variance to build the thea-
tre on two and one-half acres of ground, as
he plans a $250,000 development which will
include 10 stores. Work on the project will
begin as soon as the zoning variance is
approved, and the plans call for “the world’s
most modern theatre,” equipped to show
every type of motion picture now known,
including Cinemascope and films of the
Cinerama type. The deep curved screen will
be the largest in Southern California, with
stereophonic sound reproduction built into
the walls. Seating will be for approximately
1,000 people on one floor. ... A faulty pop-
corn popper caused $100 in fire damage to
the roof of the El Cajon theatre in El Cajon.

MEMPHIS

Tri-State Theatre Owmers will hold their
annual 1955 convention at Hotel Gayoso in
Memphis Oct. 24 and 25. Date and place was
announced by Tri-State president Nathan
Flexer following a board of directors meet
in Memphis. The board urged exhibitors to
send in their ballots in the Audience Poll
Awards voting. The board also voted to buy
$1,000 worth of stock in EFFG. . . . Frank
Hurd, owner, has finished his new 375-car
Lee drive-in at Tupelo, Miss., the formal
opening being held last weekend. . . . Loew’s
State celebrated the opening of the film
“The Kentuckian” with a square dance in
the lobby. . . . J. W. Wofford, who operates
the Eupora theatre at Eupora, Miss., is
building a new 300-car drive-in to be named
the Jomac drive-in, near Eupora, which he
expects to open around Sept. 1. . . . Skyvue
drive-in, Jonesboro, Ark., has completed an
extensive remodeling project. . . . Five thea-
tres in the Memphis trade territory, operated
by Strand Enterprises, have installed air
conditioning. They are : the Dixie at Ripley,
Miss., Strand at Philadelphia, Miss., Strand
at Millington, Tenn., Star at Trenton, Tenn.,
and Strand at Ripley, Tenn. . . . R. L. Bostick,
district manager of National Theatre Supply
Co., and his family are on an automobile
vacation trip. . . . John Gannon, 20th-Fox
salesman, is back on the job after having his
appendix removed. . . . C. E Sumner, man-
ager, National, and his family are at Sea
Island, Ga, on vacation.

MIAMI

The vacation merry-go-round spins mer-
rily on with the following either coming,
going or on holidays: The Mitchell Wolf-
sons; Sidney Meyers; the A1 Weiss’; How-
ard Pettingill ; Harry Kronewitz ; Mario

{Continued on opposite page)

MOTION PICTURE HERALD. AUGUST 13. 1955

(Continued from opposite page)

\'alle : George Fielder; Ralph Puckhaber;
Charles Rich ; and the newly wedded Tom
Brauns. . . . The Marciano Sept. 20th closed
T\* bout will be shown at Wometco’s Carib,
Miami and Capitol. . . . Joe Hyams was
down from Columbia’s New York office
assisting on exploitation for “Man from
Laramie.” . . . Harry Botwick, southeast
district supervisor of Florida State Thea-
tres, was very pleased with the reaction to
the all-day record session recently over
WIXZ which was dubbed “Pete Kelly Blues
Day.” . . . Edgar Pearce, head of Pearce
Theatre Equipment, Miami, reports his firm
has taken over the exclusive dealership of
the Fleetwood TV Projector which projects
a 9x 12 foot picture at locations where such
a size is desired. Present installations in-
clude units at the Biscayne Terrace Lounge
and the Fontainebleu Hotel. . . . Footings
have been poured for the 900-car drive-in
being constructed by George Wilby. The un-
named theatre will be fitted with the latest
type equipment and be valued at $200,000,
with opening planned for late winter. . . .
The Golden Glades D.I., a 1,200-car twin
drive-in, is just beyond ground-breaking
stage. This $250,000 project is set for a
Thanksgiving opening, according to Hoover
Enterprises, headed by Variety Club’s
George Hoover.

MILWAUKEE

A1 jahneke, booker at the United Artists
exchange, is recuperating from surgery. . . .
Salesman Provenger, at United Artists, va-
cationed in Maine. . . . Darleen Twaroske,
bookers’ clerk at U.A., is getting married.

. . . L. Howard, of the Boulevard theatre in
Los Angeles, was a recent visitor with his
wife on their 20th anniversary. Howard,
who was manager of the Wisconsin theatre
here in 1935, was entertained at Milton
Harman’s home. For the occasion, Harman,
manager of the Fox-Uptov/n theatre, hung
artificial oranges on his crabapple tree and
then had floodlight shining upward in the
tree. It was very effective. . . . Another recent
visitor here was Gene Arnstein, studio man-
ager for .Allied Artists. Mr. Arnstein was
at one time booker here at the Warner and
Universal exchanges and manager of the
Garfield theatre. ... At the National Thea-
tres meeting in Denver recently, which all
managers and main office personnel attended,
Estelle Steinbach, manager of the Fox-
Garfield theatre, received an award for her
theatre being judged the most courteous. . . .
Jerry Youniss relates that on August 7 he
was manager of the Tower theatre here for
a year. . . . The theatre at Black Creek
closed. It was run by the community. . . .
Oliver and Ray Trampe attended an Allied
Artists meeting in Chicago August 8.

NEW ORLEANS

N. Solomon Theatres, McComb, Miss.,
headed by T. G. Solomon, acquired opera-
tion of the Vicksburg drive-in, Vicksburg,
Miss., from Mr. and Mrs. W. A. Porter. . . .
The local Peacock is closed again, as is the
Roxy. The latter in the past few months was
operated by Frank Zigler, manager of Dixie
Film Exchange, who has taken over opera-
tion of the uptown neighborhood Laurel,
which has been a dark house for several
months. . . . Pike Booking Company, one of
T. G. Solomon’s enterprises, was recently
equipped for direct telephone service to and
from booking offices in McComb, Miss.,

DETROIT HONORS ITS OWN
CARL SHALIT ANNIVERSARY

DETROIT : Columbia Pictures will pay
national tribute to Detroit’s own Carl H.
Shalit this week on the occasion of his
25th anniversary with the company. Abe
Montague, Columbia vice-president, will
start the celebration with suitable lunch-
eon ceremonies in New York.

When he returns to Detroit, Carl, who
is central division manager for the com-
pany, will be honored by the Variety
Club of Detroit, the “heart” of show busi-
ness. Variety is planning a big testimo-
nial banquet on August 23 in the Sheraton
Cadillac Hotel in the Casino Room. Har-
old H. Brown, chief barker, is in charge
of arrangements with Arthur Robinson,
chairman, and Sam Barrett, C. L. Buer-
mele. Bill Clark, Ernie Conlon, Fred
DeLodder, Adolph Goldberg, Irving
Goldberg, M. F. Gowthorpe, Dave Idzal,
Barney Kilbride, Dan Lewis, Dave New-
man, D. Ritter, Richard Sloan, Alden
Smith, Ed Stuckey, Frank Wetsman, Wil-
liam Wetsman and Lew Wisper as co-
chairmen on ticket sales. Variety’s tribute
will recognize the fact that Carl Shalit
was one of the founders of the Detroit
Tent over 23 years ago.

Carl originally hales from Toronto. He
first studied medicine and then changed
his mind to become interested in the mo-
tion pictures. He worked at first for
Educational Pictures which at that time
distributed shorts and which later
branched out into the feature field. Fol-
lowing this he worked for Tiffany Stahl

CARL H. SHALIT

productions and he recalls that the first
talking picture he ever sold was Georgie
Jessel’s “Lucky Boy.”

Carl has two children and four grand-
children. His children are Ivan, a medical
student at Western Reserve, Cleveland,
and Leona who is married to Dr. Sidney
Shear of Beverly Hills, California. He is
a member of the Masons, the Standard
Club, Franklin Hills Country Club and
was a founder of Variety Club. His hob-
bies are golf and fishing.

with film exchanges in New Orleans. . . .
The Pix, Collins, Miss., one of M. A.
Connett’s units, was damaged by a fire. No
reports on how much of the theatre was de-
stroyed. . . . James E. Smith has reopened
the Mayvel, Sandersville, Miss. . . . Reopen-
ing date of the Round-Up drive-in. Lake
Charles, La., has again been set back. It
is now slated for August 14. . . . Arthur
Barnett, who recently departed from the
buying and booking post at United Theatres,
is blossoming out with his own business as
buyer and booker representative with desk
space in Lippert Exchange. . . . Col. Shelton
P. Hubbard, chief of slum clearance in New
Orleans was the guest speaker at the
WOiMPI’s August luncheon meet at the
New Orleans Hotel August 10. . . . D. E.
McCrosky, the newly appointed general
manager of Jenkins and Bourgeois ex-
changes, Dallas, Memphis and the local
Dixie, was in town to make arrangements
for a new front office for the latter.

OKLAHOMA CITY

“Gangbusters” will be shown in 58 thea-
tres in 39 Oklahoma cities during the month
of August. It was shown at eight theatres in
Oklahoma City August 3 through 6, at the
Airline drive-in, Bomber drive-in, Del City

theatre. May theatre. Redskin theatre, 77
drive-in. Twilight Gardens drive-in and Will
Rogers theatre. . . . The Oklahoma com-
pany of young Naval enlistees were hosted
by the Midwest theatre in Oklahoma City
August 11 for a showing of “Mr. Roberts.”
This was the first look at Navy life for the
75 young Oklahomans who left for San
Diego the next day. This special company
will remain together all throughout their
basic training, come home on recruit leave
together, and carry a state flag of Oklahoma
as their company flag. . . . NE 66 drive-in
celebrated its 5th anniversary August 3 with
fireworks, and had birthday presents for
every person attending the show.

OMAHA

Ralph W. Morgan, former RKO and
Monogram salesman and onetime head of
the Monogram exchange in Kansas City,
has become associated with A. A. (Jack)
Renfro’s Theatre Booking Service for the
lowa-Nebraska-South Dakota area. He is a
native of Kansas City. . . . Cal Bard, United
Artists salesman, and Bonnie Kayser, Co-
lumbia contract clerk, were married in
Sioux City. Best man and matron of honor
were James Sparks, U.A., salesman, and
(Continued on folloiving page)

MOTION PICTURE HERALD, AUGUST 13, 1955

{Continued from preceding page)

Mrs. Sparks. . . . Pat McGee of Denver,
head of the Cooper Foundation, and Bob
Livingston of Lincoln, state TOA official,
headed a meeting at the Blackstone in con-
nection with the exhibitors’ poll for this
area, . . . Walt Hagedone, resourceful ex-
hibitor at Cozad, acted quickly when an irri-
gation flume broke and crops on his farm
faced destruction by the heat wave. He
rounded up a crew, dug his own irrigation
well to replace the canal loss and soon had
water for his crops. . . . Outstate exhibitors
coming into town for bookings all had the
same story — non-irrigated corn was taking
a beating from heat and lack of rain and the
trade territory likely would feel the cut in
this year’s crop.

PHILADELPHIA

Jack Beresin, past chief barker of the
Variety Clubs International and head of
Berio Vending Company here, was named
chairman for the entertainment division in
the forthcoming United Community Chest
fall drive. . . . John Schaeffer, independent
film distributor, has opened new exchange
offices at 235 No. 13th Street. . . . Colonial
Amusement Co., which operates the Colonial,
local neighborhood house, is the latest in-
dependent to start an anti-trust suit against
the film majors. . . . Johnny Roach, man-
ager of Stanley Warner's Stanley, and i\Irs.
Roach, celebrated their 25th wedding anni-
versary. . . . Bert Leighton, manager of the
Grand, Lancaster, Pa., returned to work
after a long illness. . . . The West Side
drive-in, Kingston Corner, Pa., with a 1,000-
car capacity, opened this week, and is being
operated by Tom Walker, the Comerford
Theatres, Robert Rowland and Charles
Stecker. . . . The Astor and Strand, Reading,
Pa., once again staging the annual “Miss
Reading Fair’’ beauty contest to select a
hostess for the Reading Fair which opens
on September 11 and through 18. . . . John
O. Hopkins, Jr., president of Hopkins The-
atre, Inc., \\ ilmington, Del., was appointed
as a commissioner of the Wilmington Hous-
ing Authority by the Mayor. The City
Council unanimously confirmed his appoint-
ment for a six-year period.

PITTSBURGH

The Stanley and Penn with “Mr. Roberts”
and “Not As A Stranger” respectively are
both doing smash business, while “The Man
From Laramie” is also attracting a healthy
business at the Harris. . . . Jack Webb,
scheduled for an appearance at the Stanley
Aug. 22 on behalf of “Pete Kelly’s Blues,”
cancelled out, but Liberace is due at the
same house Nov. 8 in behalf of “Sincerely
Yours.” . . . Vicki Grosse, wife of Post-
Gazette film critic Win Fanning, won a disc
jockey program, “The German Family
Hour” every Saturday over WPIT. . . .
Former local actress Phyllis Love signed
for the new Gary Cooper picture, “Mr.
Birdwell Goes to Battle” at Allied Artists.
. . . “Private War of Major Benson” fol-
lowed “How to Be Very, Very Popular” in
the Fulton. . . . Prize fight tickets are going
very well for the Marciano-Moore fight at
the Penn, Harris and Stanley box offices.

PORTLAND

William Duggan has opened a new office
on Film Row. Emil Markkanen in as Dug-
gan’s assistant. . . . The Oregon Film Men’s

annual golf tourney was held at Tualitan
Country Club Tuesday and Wednesday —
two days loaded with activity. . . . Journal
drama editor Arnold Marks is back at his
desk after a two-week vacation in California.
Also back is Oregonian drama editor Herb
Larson, but not from California. . . . Elsie
Boozeny, chief cashier at the Paramount
theatre, was married last week to Bob Por-
ter. . . . Cass Smith has returned to his desk
as assistant city manager for Hamrick The-
atres in Seattle after holding down the
manager’s job at the Portland Liberty for
several weeks. Wil Hudson took over the
manager’s post at the Liberty. Marvin Fox
resigned several weeks ago. . . . Jack Mat-
lack, ex-theatre executive, was very suc-
cessful on promotion for the Vancouver
Stockade Days. . . . Former city manager
for the Hamrick chain, Virgil Faulkner, is
making a name for himself as sales man-
ager for the Oregon Sign and Neon Co.

PROVIDENCE

Nearby Bristol will soon have a drive-in
theatre. Two men who previously vied in
attempts to get permission to construct an
outdoor theatre, joined hands and were re-
cently granted a permit to build, off Good-
ing Avenue, northeast of the busy town’s
business center. William A. Rego and Caesar
Brito jointly were granted the permit after
several weeks of competition between their
respective organizations. . . . This was a
week of hold-overs. “Lady and the Tramp”
held for a third week at the RKO Albee, as
did “Not As A Stranger” at Loew’s State.
... At the Quonset drive-in, Eddie Zack
and his nationally-famous recording “Dude
Rancliers” made a personal appearance, en-
tertaining capacity crowds before the open-
ing of the regular screen show. . . . Shelley
Winters, making personal appearances at
iVIatunuck’s Theatre-by-the-Sea in “Wed-
ding Breakfast,” got a front-page break in
The Evening Bulletin. The three-column art
was in addition to a half-page personal in-
terview, inside, which also featured a four-
column picture.

ST. LOUIS

The Sunset drive-in, Mount Olive, 111.,
located at the junction of Highways 66 and
138, has installed a new screen for the show-
ing of CinemaScope, VistaVision and other
wide screen pictures. . . . Edwin Moore
Gardiner, 62 years old, manager of the Belt
drive-in and the Kiddie Karnival at St.
Joseph, Mo., was suffocated August 1 in a
fire in his office at the theatre. The fire
blocked the only entrance to the office. . . .
The Arkansas Amusement Company has
announced the closing of the Lee theatre at
Thirteenth and Pine Streets in Little Rock,
Ark. No plans were announced for the fu-
ture of the theatre. . . . Wilbert Becker,
manager of the Sunset drive-in, Washing-
ton, Mo., also will manage the Calvin thea-
tre, Washington. He will succeed Robert
Marchbank who has resigned. . . . The
Camdenton drive-in opened recently at Cam-
denton. Mo. A bar has been installed.

TORONTO

Lady Korda, wife of Sir Alexander, re-
cently visited her parents, Mr. and Mrs.
Mike Boycum, at the Twin Cities Hotel,
Port Arthur, Ont. . . . William J. Gimmi,
25-year-old Swiss native who worked for
the National Film Board and the Ontario

Department of Lands and Forests after he
came to this country in 1950, was appointed
movie cameraman with the Saskatchewan
Government Photographic Services by
Frank Reiss, division head. . . . The Grand-
view drive-in theatre on the Amherst-
Springhill highway at Nappan, N.S., was
opened. This is the third drive-in for the
Spencer circuit, and has a capacity of 378
cars. . . . Opening of four theatres brings
the number of new situations bowing in
since the beginning of the year in Canada
to 21 standard houses and 11 drive-ins.

VANCOUVER

Odeon Circuit, with the closing of five
suburban theatres, has reassigned the man-
ag;ers to other spots. Jack Ellis, former
Kingsway manager, takes over as Paradise
manager. He replaces Jack Armstrong who
was moved to Victoria. His assistant is Doug
Steverson, former manager of the Marpole.
Jim Moore, former Rio manager, takes over
as assistant at the downtown Plaza, replac-
ing Byron Paety, who is transferred as assis-
tant manager of the Odeon-Victoria. . . . The
Royal Canadian Mounted Police stepped in
and stopped bingo at the Delta drive-in,
Burnaby. The manager of the Delta was in
trouble last on a tax free admission plan,
also stopped by the RCMP. . . . Harry
Howard, owner of Theatre Equipment Sup-
ply Co., returned from Kitamat where he
and Cecil Steele, who operates a circuit in
northern British Columbia, are building a
750-seat theatre. It is the first in the new
mining township in the Prince Rupert area.
... A group of Vancouver businessmen is
behind the new studio — a $50,000 project —
on the north shore being erected by Parry
Films Ltd. . . . Bob Kelly, manager of the
Odeon-Dunbar, resigned as secretary of
Vancouver District Soccer League to take
over as registrar of the British Columbia
Football Commission. . . . Walter M'ilson,
FPC veteran theatre manager who retired
from the Paramount, Edmonton, and was
succeeded by his son Bill after 45 years in
show business, is now enjoying life in his
rose gardens, according to reports from the
prairie city. . . . Four Vancouver and two
New Westminster theatres have locked their
doors after fighting a losing battle against
television and bingo competition.

WASHINGTON

J. E. Fontaine, United Artists salesman,
and Mrs. Fontaine spent three weeks in
Spokane, Washington, visiting their daugh-
ter and her family. . . . Lynn, daughter of
Stanley Warner’s Lou Ribnitzki, was mar-
ried to Paul Smith. . . . Ben Strouse, vice-
president and general manager of Station
WWDC, was appointed publicity committee
chairman for the Community Chest cam-
paign. . . . Jake Flax, Republic Pictures
branch manager, celebrated his 44th year in
distribution. . . . Spanky McFarland, of the
old “Our Gang” comedies, was a Washing-
ton visitor. . . . Jack Webb will be in town
on the 19th to publicize “Pete Kelly’s Blues”
at the Metropolitan theatre. . . . RKO em-
ployees Jean Tuazon and Donald Hibbard
were recently married. . . . lilrs. Sara S.
Young, 20th Century-Fox booker, was out
ill with an infected jaw. . . . James H. Simon,
50, president of the Simon Distributing Co.,
and a long time member of the \’ariety Club
of Washington, died on August 3, of a heart
attack.

MOTION PICTURE HERALD. AUGUST 13. 1955

An International Association of Motion Picture Showmen — Walter Brooks, Director

One Ifkeatfe the SuMmAA

They say, there are at least 8,000 situ-
ations where the community theatre
is without competition in its own
trading area. The big circuits may be the
backbone of this business, but the one-
theatre towns are the heart and soul of film
industry. It is here that we feel the pulse
of the public — their approval and apprecia-
tion of motion pictures, and their acceptance
of our product, as friends and neighbors. It
is here that we stand or fall, depending on
how wisely and how well we have sold the
ultimate consumer.

We read with regret of the passing of a
theatre in Pennsylvania town. For the first
time in fifty years, this community will be
without a motion picture house. The theatre
was built in 1905 — and now it’s closed. Tele-
vision, and drive-in theatres, are blamed.
But maybe the theatre itself was tired.
Theatres wear out, and reach retirement
age, as do their owners and managers. We
can’t quite believe this is an example of
“just another theatre closing.” There must
be more to the story than just the obituary
notice.

And in a rural area we know, two small
town theatres, about 17 miles apart, are en-
gaged in a rat-race of day-and-date booking
and competitive bidding. You’d think they
were across the street from each other, but,
in fact, they’re not even in the same trading
area. There isn’t a handful of potential
patrons who hesitate as to whether they will
drive east or west, to the movies. There
can be, and surely is, a loyal audience for
both theatres, and it depends on community
relations more than trying to compete on a
booking basis. Folks don’t drive 17 miles
to meet or match playdates. No good can
ever come from competition within the in-
dustry that is manufactured out of whole
cloth.

Frankly, we can’t see how there can be a
product shortage, even in these trying times,
in a one-theatre town that has a single-
feature policy. With three changes a week
— the best playing time allocated to Sunday,
Monday and Tuesday; the “adult fare” for
grown-ups on Wednesday and Thursday,
and the children s shows, for all the family,

MOTION PICTURE HERALD, AUGUST 13, 1955

ART IN THEATRES

Better Theatres for August, in last
week's issue of The HERALD, has an
interesting article on "Art Exhibits as a
Device of Showmanship." We refer to it
now, while the issue is on your desk, and
you can look back for a re-examination of
this interesting variation as found in
Boston's "art" theatres.

The idea of conducting an exhibit of
good paintings in theatre lounges is a
recurrent one in these Round Table meet-
ings. We have had many examples, over
the years, and they come up quite fre-
quently, from various points of the compass.
Monty Salmon, at the Rivoli theatre on
Broadway, has done dozens of them.

The Odeon circuit across Canada has
long used art exhibits as an audience attrac-
tion, and they have the architecture which
contributes to the end result. There have
been others, in various parts of this country,
and overseas, all duly reported as news of
showmen in action.

It requires the right theatre with the
right audience. Then the right manager
must have the right Impulse at the right
time. And, most important, the paintings
on exhibit must be good, and have the
endorsement and sponsorship of an art
group associated with the theatre audience.

on Friday and Saturday — then how can any
situation in this classification be hard
pressed for product?

It’s in the one-theatre towns that the
manager has his best opportunity, to know
his patrons as personal friends, to take part
in community affairs, to belong to the local
business men’s association, and the civic and
school organizations that count most in
building theatre patronage, over the years.
Where we have known such local conditions
intimately, and that includes many situa-
tions, nothing holds patronage against new
competition more than the owner’s or man-
ager's personal standing in the community.

q THERE’S A BOY in Kansas who will
grow up to be a good showman, or a great
merchandiser. He put a sign out on the front
lawn — “Big August Clearance of January
Goods” — and opened a stand to sell snow-
balls that he made last winter, and has been
keeping in his mother’s deep-freezer. The
news photographers and reporters came
a’running — and the story went on the wire
services and was retailed by radio commen-
tators and columnists, across the country.
He made money on his out-of-season mer-
chandise, and has had some attractive offers
from big business enterprises.

^ CENSORSHIP is a moot question — but
we must admit that we have made it a
problem, largely by our own efforts. And
that fact was never more evident than in
the case of some pictures now current, which
have been booked by large circuits that
should set a better example. As the trade
expresses it, “they may make a fast dollar,”
but they contribute to our fate in the hands
of opinion makers and legislators, through-
out the 48 states and the District of Colum-
bia. There is a certain kind of people who
will persist in doing this sort of thing,
against all better judgment.

^ BY METHODS mysterious and peculiar
to the radio and television industry, they
have come up with the conclusion that 47,-

560.000 viewers saw the “$64,000 Question”
program the other evening, when a con-
testant stopped at $32,000 in take-home pay.
They figure the telecast was seen in 16,-

630.000 homes by an average living-room
audience. These “surveys” are eagerly
sought for — but mean very little, in our
opinion. The so-called “Hooper” survey
makes telephone calls to a minu.scular cross-
section, and then multiplies the percentage
against the total of 36,000,000 television sets
installed. We could do as well, by pure
guess-work, but we think the real $64,000
question is — “Who goes to the movies on
Tuesday nights?” — JValter Hooper Brooks.

Here's an old ■friend from Georgia, Col. William B.
Zoellner, who left A-flanta ■fo become short subjects
sales manager tor MGM, posing with some cartoon
characters — named Tom & Jerry, Spike & Tyke, and
Barney & Droopy, which are now available in a nation-
wide promotion with Alany-Jay Plastics, of New York.

Evan J. Thompson, manager of the Skouras Fox theatre, Hackensack,
N. J., extreme right, and Douglas Hood, his assistant, extreme left, pose
with members of the North Bergen Council, Boy Scouts of America, as
they are given a 16-millimeter film of their recent camp activities, of
keen interest to 22,000 Scouts in the area, their families ancf friends.

"How to be Very, Very Popular" with paying customers at the Roxy
theatre, in New York. Present 1500 lucky patrons who are first in line
with free recordings of Terese Brewer's version of the title song from the
picture, at the opening performance.

Co-star Julie Adams takes over as cashier for
the first performance of "The Private War of Major
Benson" as one of a series of promotions arranged
by Universal tor the opening at the Plaza theatre,
in New York.

(

L. E. Fraser, manager
of the Bloomfield thea-
tre, Birmingham, Mich-
igan, is one in a small
situation who selected
his own candidate for
the "Miss Universe" con-
test in California.

Wanta kiss a camel?
Phil Katz and this traf-
fic-stopping ballyhoo for
"The Land of the Pha-
raohs" at the Stanley
theatre in Pittsburgh.
City officials could find
no rule to fit.

MOTION PICTURE HERALD, AUGUST 13, 1955

otvtnen in

^^4chon

The youngsters of Mel Jolley’s “Famous
Fun Club’’ — who must wear their badges as
members of the Hamilton Spectator Junior
Press Club, literally "brought down the
roof” at the Century theatre, Hamilton,
Ontario, Several thousand of them, on re-
cent Saturday mornings, caused the ceiling
to sag, with their laughter — and conse-
quently, the theatre is closed for two weeks,
and Mel is getting a well-deserved two-
weeks vacation, with no worries.

Steven McManus, district supervisor for
Famous Players-Canadian Corporation at
the Capitol theatre, Hamilton, Ontario, ad-
vises that he has one of the three Canadian
winners. Miss Gisele Zinkgraf, arriving here
this week as one of 18 finalists in the United
Artists “Miss Exquisite Form” contest —
and we’ll be doing some electioneering, with-
in 300 feet of the polls.

Jim Hardiman has a characteristically
cute trick, in his illustrated folder describing
the conclusion of his nautical contest with
some pictures that have been seen and will
appear in the Herald. Looks exactly like a
souvenir folder you would send back home
from somewhere you liked, on a trip.

▼

Bill Hendley, manager of the Stanley-
Warner Majestic theatre in Gettysburg, Pa.,
wrote such a strong letter to patrons about
his air-conditioning, that it was reproduced
in full in Birk Binnard's “Spotlight” for all
circuit managers.

▼

Irving Mack sells church trailers in his
“Inspiration” issue, with the headline,
“There’s nothing old-fashioned about earn-
ing good will” — which is typical of his own
practical philosophy.

Andy McDonald, Connecticut district
manager of Brandt theatres, brought back
to the Ridgeway theatre six of the best pic-
tures produced in the last two years, for
the benefit of those who missed them and
those who want to see them again.

▼

Tony Masella, manager of Loew’s Poli
Palace, Meridan, Conn., ran newspaper
cooperative ads for “Not .\s a Stranger”
with a super market offering free guest
tickets to 50 residents listed in its store.

Walter Lebowitz, manager of the Parsons
theatre, Hartford. Conn., had an impressive
write-up with art in the local Times when
he brought back “The Informer.”

Frank McQueeney, manager of the Pine
Drive-In, Waterbury, Conn., used large
space in ads to tell the public that his
controlled exits and entrances asssured them
of quick, efficient and safe passage in and
out of his drive-in.

Joe Bronstein, general manager of the
East Hartford Family Drive-In, South
Windsor. Conn., celebrated the theatre’s
first anniversary over two weekends. The
first weekend live entertainment was pre-
sented from 7 :30 to 8 :30, with souvenirs
for all, and the following weekend an aide
on horseback in Davy Crockett costume
entertained the youngsters.

John O'Sullivan, manager of the Pix
Drive-In, Bridgeport. Conn., and Doug
Amos, division manager for Lockwood &
Gordon, arranged a full page newspaper ad
to announce the opening of the drive-in,
with a helpful map in the center and credits
to all companies who contributed something
to the construction of the Pix.

Jack Auslet, our favorite correspondent
in New Orleans, sends us samples of a pro-
motion that he encountered down there —
and he needled ’em, with it. A friend had
35,000 sample packages of needles, which
he wanted to distribute where it would do
the most good. So, Jack wound up with
all the needles, and they were given out
by theatres in the area where J. Auslet is
the best correspondent for the motion pic-
ture trade press.

W. W. Spurlock, manager of the Elk thea-
tre, in Italy, Texas (population, 1,5(X)) sug-
gests as a result of his experience in MGM’s
“Ticket-Selling Workshops” that the indus-
try supply gummed tape, imprinted “Why
Not Go to a Movie Tonight” for use by local
stores and others, wrapping packages for
delivery ?

In our 40fh Anniversary Issue, we asked if
the young man with the dapper mustache in
1927, labeled M. A. Cooper — could be the
Max Cooper that we know, today, with the
Skouras circuit. So, here is the proof — Spy-
ros S. Skouras, Jr., president of Skouras
Theates in New York, young but without the
mustache — introducing old Max Cooper, man-
ager of the Cove theatre at Glen Cove, Long
Island, who looks a little like George Skouras.

Henry Cohan, manager of the Dixwell
Playhouse, Hamden, Conn., participated in
a four-theatre benefit party to aid the local
Fresh Air Fund, the other theatres being
the Howard and Lawrence in Hamden and
the Rivoli, West Haven.

Bernie Menschell, manager of the Par-
sons, Hartford, Conn., got newspaper break
on “The Informer” revival playdate when
he asked news men to interview police of-
ficials on present day informers.

Lou Cohen, manager of Loew’s Poli,
Hartford, Conn., planted scene from “Guys
and Dolls” in large newspaper space as a
movie memo for its future playdate.

Sid Kleper, relief manager of Loew's Poli,
New Haven, Conn., offered guest tickets to
anyone who had participated in the delivery
of a baby, to emphasize the medical back-
ground of “Not As a Stranger.”

At the Prize Presentation Luncheon for Odeon Theatres' Better Management Contest,
in Toronto, known nautically as "Operation 26" — one of Jim Hardiman's ingenious promo-
tions: Left to right, Wannie Tyers, first prize winner from the Odeon, Hyland, Toronto;
supervisor Chris Holmes of the Championship District; general manager David Griesdorf,
with the certified checks, and Candy Sales winner Bill Britt, of the Roxy, Newmarket. In
the background, those sailorettes are familiar. Last time we saw the one on the right,
she was Madame Zaza, and told fortunes to lucky managers In another of Jim Hardiman's
eelorful contests.

MANAGERS’ ROUND TABLE SECTION. AUGUST 13, 1955

It Yourself**^

Is Ithaden Slagan

Frank H. “Rick” Ricketson, Jr., president
of Fox Inter-Mountain Theatres, has sent
us a copy of the provocative “Do It Your-
self” booklet, conjured up by Ray Davis
and his staff of experts, managers of Fox
Inter-Mountain houses, for their participa-
tion in “Rhoden Weeks” — in honor of the
president of National Theatres. It’s a very
convincing exlaibit of showmanship in ac-
tion, as Elmer Rhoden wants to see it.

For instance, and starting at random,
Inter-Mountain expert Jim Sutton, manager
in Rawlins, Wyoming, discusses the value of
working with the booker, to accomplish bet-
ter results by cooperative thinking about
special events, city activities, etc., which can
be in tune with bookings — or quite the
opposite — to throw you for a loss. He makes
the point that “each town is different” and
therefore can never conform to a pattern
that is set up in any central headquarters.

Car Giveaways and Cash
Prizes Create Business

Expert Frank Larson, in Sheridan,
Wyoming, is one of several who discuss car
giveaways. He tells how he works with
sponsors, who pay $250 each, plus $1 per
thousand for giveaway tickets. Fourteen
merchants, last year, gave away 800,000
coupons, and each participated in two trail-
ers on the theatre screen, and in heralds
and displays. Ed Doty, manager in Las
Vegas, N. M., describes a “jalopy” give-
away, which is along similar lines, but dif-
ferent. He says “get a real jalopy — and
don’t let a dealer sell you the idea of a
better car.” The kids want a jalopy — so
paint it, their way, and parade it on the
streets, in advance. He advises, “insure it”
before you use it for ballyhoo purposes.
Bob Pennock, at Fort Collins, Colorado, has
“multiple car awards” — not just one car, but
several, conducted on a very high plane of
sponsorship, and Wilford Williams, at
Kammerer, Wyoming, handles a local, spon-
sored giveaway of cash prizes, with the
American Legion Post in his town. There is
a top-cash prize of $500 and the Legion
makes a profit of $500, but the home-talent
show on stage and the popular interest jams
the theatre to capacity.

Ticket Script Books
And Library Shows

A1 Bamossy, Inter-Mountain’s manager
in North Platte, Neb., runs cartoon shows
of 20 to 25 subjects with a sales slogan of
“Can you imagine? Only a penny a car-
toon !” to describe his prices. But he
grossed $473 on his Easter show, plus $111
in candy sales. Joe Vleck, manager at La
Junta, Colorado, offers “Children’s Library
Shows” with special tickets sold through
the PTA for a series lasting ten weeks.
The Parent Teachers retain 50^ on each

ticket as their profit, but there is a door-
sale which is not included in their partici-
pation in the advance selling. Bob Sweeten,
manager of the Center theatre, Denver, sells
Ticket Script Books, on a contest basis,
with his Kids’ Show customers canvassing
the town. Good prizes, good profits, and
real live selling, with enthusiasm running
high, and ticket sales booming. Bob says
this stunt is not as good in small situations,
because you must have several hundred
little sales people working to make the con-
test a real success.

Dick Conley, Fox manager in Butte, Mon-
tana, talks about his “Planned Weeks” — and
he has plenty of them, the year around, in-
cluding a cooking school, which is also
described by John Telia, in Durango, Colo-
radio, with the sponorship of the local power
company, the newspaper and theatre. Henry
Westerfield, in Trinidad, Colorado, outlines
his plan for a “Fourth of July Jubilee”' —
and Ray Search, in McCook, Nebraska, has
a “Men’s Style Show.” Bob Bothwell, in
Great Falls, tells how he raised $5,000 in
new revenue with 13 different miscellaneous
sponsored stunts. John Denham, at the
Center theatre in Denver, and Charles Al-
lum, in Laramie, Wyoming, tell the boys

Woman's Home Companion, who designate
their own "approved" movies for their four
million readers, have tied in with theatres,
on Broadway, and elsewhere, to explain "The
Shrike" — which needs some sort of explana-
tion to make the title intelligible. The Com-
panion piece — a "Shrike Test" for wives — is
thoroughly explained by June Aliyson in the
July issue of the magazine, who should know
what it means.

about theatre benefits and theatre rentals,
which are highly organized and contribute
to the total annual gross of their houses.

Russ Berry, in Cheyenne, Wyoming, out-
lines his “Staff Benefit Plan” — which is a
way of honoring popular theatre staff people
with the votes of contented patrons, and
awarding cash prizes. The staff sell advance
tickets for a special performance in their
behalf, and results are outstanding. One
such show was a complete sell-out, and an-
other very close to it. “The extra revenue
for unredeemed tickets runs high” — he says,
and the staff members are in on the take,
from the first dollar, for a percentage.
Lloyd Gladson, Fox manager in Alliance,
Nebraska, has “Staff Weeks” — not on quite
the same participation basis, but with staff
morale running high. Staff meetings are
held to discuss “Staff Week” activities, and
they select their own “acting” manager and
assistant manager, which gives you the
idea. In other words, they take over and
run the house, and make a real go of it.
Full-page ads are sold to cooperative mer-
chants, and local publicity credits the “Staff
Week” operation for all it is worth in news-
paper space.

Signing off, chairman Ray Davis salutes
Mr. Rhoden, and says “Okay, I’ll do it my-
self”— which is their slogan for “Rhoden
Weeks” — incentive and reward to theatre
managers as a periodical pepper-upper and
business-building device.

We Need Good Pictures

Seymour Morris is always sending us
photographs, but he didn’t send us the orig-
inal news pictures of that promotion for
“Seven Year Itch” which was conjured up
by Foster Leiderbach, manager of the Ken-
tucky theatre, in Lexington. We have a lot
of photos for our picture page, but they
must be engraver-proof, and this is also
news-worthy and has the seven elements of
journalism. Sorry we can’t reproduce it,
unless and until we have better copy.

Her Initials Were M. M.

Jack Foxe found a Washington, D. C.,
housewife (it says here) who looks exactly
like Marilyn Monroe (enough to fool even
autograph hunters) and he' had her on the
street in a windidown skirt, getting plenty
of pictorial art in the papers for “Seven
Year Itch” at Loew’s Capitol theatre, on F
Street. Her initials are “M. M.” (honestly)
for her name is Monte McMurray.

15,000,000 Print Order

H. Stuart Codde, director of advertising
for 20th Century-Fox in Sydney, Australia,
sends us samples of a set of thirty four-
color gravure portraits of popular fiilm
stars, put out by Purina Foods in that
country. Besides the sponsorship, the in-
teresting detail is that the print order was
for 15,000,000 — which, for a population of
about nine million, is somewhat past the
saturation point, proving there isn’t such
a thing, when it comes to a good promotion.

MOTION PICTURE HERALD, AUGUST 13, 1955

Some Figures
In This U~A
Competition

A $75,000 beauty contest, co-sponsored by
United Artists and “Exquisite Form” will
spotlight “Gentlemen Marry Brunettes” —
which seems to us to be swapping prefer-
ences in mid-stream, for this contest started
out with “Vera Cruz” — or we are all mixed
up, with the heat and the proclivity. At any
rate, it says here, there were 63,000 con-
tenders— that’s right, sixty-three thousand,
in the United States and Canada, and the
eighteen finalists will be here this week.
We have applied for the week- off, and
will spend it at the Sheraton-Plaza. Espe-
cially, since a letter comes in from good
old Steve AIcManus, who says his finalist,
a winner on the local stage of the Capitol
theatre, Hamilton, Ontario, will be here.

The big figures in this press release prom-
ise some interesting conclusions in the
final judging, and we hope to see the pro-
ceedings from nearby sidelines. The elim-
ination contests wefe held in 2,300 theatres,
and there is $65,000 in jewelry, plus in-
numerable other prizes, at stake. Also a
$10,000 contract for modeling and an addi-
tional purse prize of $4,000 in savings
bonds, awarded to exhibitors and managers,
for their good judgpnent and co-operation.
Co-star Jeanne Crain and a panel of career
students of feminine topography will select
the grand prize winner and the runners-up.

Jack Harvey, manager of the Stanley
Warner Palace theatre, Danbury, Conn., in-
vited a Veterans of Foreign Wars glee club
to play on stage at the premiere of “Stra-
tegic Air Command.”

Irving Hillman, manager of the Stanley
Warner Sherman theatre. New Haven, pro-
moted a Pepsi-Cola IMickey Mouse kiddie
show, with six of their bottle tops as the
price of admission.

Norman Bialek, manager of the Fine Arts
theatre, Westport, Conn., ran his third an-
nual Film Festival consisting of ten out-
standing films of recent years to good audi-
ence response.

1337 $. WABASH ^
CHICAGO

630 NINTH AVE.j
NEW YORK

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Rowe Expands
Vending Line

New additions to its line of automatic
merchandising machines, including coffee,
hot chocolate and soup vending units made
by the Bert Mills Corporation, St. Charles,
111., and ice cream vendors made by the
Fred Hebei Corporation, Addison, 111., have
been announced by the Rowe Manufacturing
Company, New York. The move gives the
company, according to Rowe President Rob-
ert Z. Greene, “a complete line of automatic
food and drink vending equipment — which
literally will dispense everything from soup
to nuts.”

Rowe itself manufactures many types of
cigarette, sandwich, soft drink, milk and
candy vendors, as well as the “Auto-Snak,”
a prefabricated common front which ac-
commodates whole batteries of food vending
machines for in-plant and institutional
feeding.

Under the agreement with the Bert Mills
Corporation, Mr. Greene and Bert Mills,
president, announced, the Rowe sales or-
ganization added the Mills’ “Coffee Bar,”
“Hot Chocolate Bar” and “Hot Soup Bar”
— which dispense hot drinks in cups at the

drop of a coin — to its equipment line. At
the same time, Bert Mills’ distributors and
salesmen will include in their line all Rowe
products except candy and cigarette vending
machines.

“This cooperative sales plan,” it was
stated, “is designed to make available to
customers of both companies the most effi-
cient and broadest coverage, particularly in
light of the growing trend toward multiple
and ‘full-line’ vending.” The agreement went
into effect August 1st.

While both companies’ sales departments
will remain separate, plans are under way
for cooperative training of salesmen and
field engineers of each company in the serv-
icing of the other’s equipment.

Operators who purchase Rowe equipment
through a Bert Mills distributor or salesman
will have the benefit of the Rowe’s finance
plan, it was stated. Similarly, Bert Mills
equipment purchased through the Rowe sales
organization will be financed through the
Bert Mills Corporation.

The agreement with the Fred Hebei Cor-
poration provides for the addition of the
Hebei five-flavor and three-flavor ice cream
vending machines to the Rowe sales line.
Hebei also will continue to sell its machines
through its own sales organization, but will
not take on the Rowe line.

HIGHWAY-TYPE SIGNS IN A THEATRE LOBBY

The lobby leading Into the main auditorium of Loew's State theatre in Cleveland, Ohio, embraces an
area of about 440 feet. Including carpeted and terraizo-covered sections — a distance suggesting to
manager Arnold Gates a "highway" of sorts which he has appropriately utilized for refreshment adver-
tising. Two page boy models have been placed near the automatic drink dispensers, the first bearing a
sign reading "Reduce speed! Soft drinks ahead!” The second, next to the machines reads "Stop! Cool
refreshing drinks here!" Manager Gates states that "patrons smile, snicker, giggle and laugh as they
see the signs on their hike into the theatre but they DO go over and buy a drink, which is the objective."

MANAGERS' ROUND TABLE SECTION, AUGUST 13, 1955

CLASSIFIED ADVERTISING

HELP WANTED

DRn'E-IN THEATRE MANAGER WANTED FOR
the Los Angeles area. Excellent opportunity for top
calibre man. .-Ml replies will be treated in strict con-
fidence. Write DON GUTTMAN, Pacific Drive-in
Theatres, 141 South Robertson Boulevard, Los An-
geles 48, California.

E.XPERIENCED FILM OPERATORS WANTED
in Southern New York State, Simplex Machines. Top
salary, vacation pay. State age, experience, send
photo, and full information in letter C/O Box 2866,
-MOTION PICTURE HERALD.

SEATING

VACATING OUR IRVINGTON, N. J. warehouse.
All chairs sacrificed-prices start @ $2.95. S. O. S.
CINEMA SUPPLY CORPORATION, 602 W. 52nd
St., New York 19.

USED EQUIPMENT

150— PROJECTION LENSES— 150. SUPER SNAP-
lite fl. 9 2"-2’/i" $170 pr. ; Superlite 244”-3l4'' $150
pr. ; Superlite 3j4"-344’'-4"-454" $90 pr. All coated,
excellent condition (some like new). Trades taken.
Some sizes short supply-wire or telephone order to-
day. S. O. S. CINEMA SUPPLY CORP., 602 W.
52nd St., New York 19.

STUDIO EQUIPMENT

MAGNECORDER STEREOPHONIC BINAURAL
Outfit, $800 value, like new $495; Berndt-Maurer 16mm
Camera Outfit, 3 lenses. 3/400' magazines, Mitchell
Tripod, 3 motors, etc. $6,0(K) value, $2,495; Art Reeves
35mm recording outfit. $5,0(X) value — $495; Moviola
35mm composite sound/picture $495; Escalator Tripod
for heaviest TV or Movie Cameras on 3 wheel dolly.
$295; Motorized Dolly with 2 seats, takes heaviest
cameras, $195. S. O. S. ONEMA SUPPLY CORP.,
602 W. 52nd St., New York 19.

NEW EQUIPMENT

VALUE UNSURPASSED! SEAMLESS METAL-
lic Screens, 75c sq. ft. ; Beaded Screens 15'6" x 20'6"
— $75. All sizes Projection Lenses at lowest prices.
S. O. S. CINEMA SUPPLY CORPORA'nON. 602
W. 52nd St., New York 19.

SEND PROJECTION THROW-SCREEN SIZE,
we’ll compute your CinemaScope requiiements. Com-
bination pair Cinematic IV adjustable anamorphic
lenses and pair Snaplite Series II prime projection
lenses, all for $595. Buy on Time with $200 down.
S. O. S. a.NEMA SUPPLY CORP., 602 W. S2nd
St., New York 19.

WANTED TO BUY

WANTED: WURI.1T7ER ORCHESTRA ELEC-
trie piano with music rolls, suitable for small motion
picture theatre. PATRICK O'REILLY, 712 South
Pacific. Glendale, Calif.

REQUIRE 600 TO 1000 USED THEATRE CHAIRS.
Veneer back, arms and seat. Perfect condition. Photos
indispensable, prices and details fob. EDFER, Box
1517, San Jose, Costa Rica.

BOOKS

MOTION PICTURE AND TELEVISION ALMA-
nac — the big book about your business — 1955 edition.
Contains over 12,000 biographies of important motion
picture personalities. Also all industry statistics
Complete listings of feature pictures 1944 to date. Orde
your copy today, $5.00 postage included. Send remit
tance to QUIGLEY B(X)KSHOP. 1270 Sixth Avenui:,
New York 20, N. Y.

RICHARDSON’S BLUEBOOK OF PROJECmON.
New 8th Edition. Revised to deal with the latest tech-
nical developments in motion picture projection and
sound, and reorganized to facilitate study and refer-
ence. Includes a practical discussion of 'Television
especially prepared for the instruction of theatre pro-
jectionists, and of new techniques for advancement of
the art of the motion picture. The standard textbook
on motion picture projection and sound reproduction.
Invaluable to beginner and expert. Best seller since
1911. 662 pages, cloth bound, $7.25 postpaid. QUIGLEY
BOOKSHOP, 1270 Sixth Avenue. New York 20. N. Y.

DRIVE-IN EQUIPMENT

YOUR BEST aNEMASCOPE BUY! CINEMA-nc
IV adjustable prismatic Anamorphic Lenses plus Snap-
lite Series II prime lenses, all for $595 (with used
prime lenses $495). Available on Time. S. O. S.
aNEMA SUPPLY CORP., 602 W. 52nd St., New
York 19.

SERVICES

WINDOW CARDS, PROGRAMS, HERALDS,
photo-offset printing. C!ATO SHOW PRINTING CO-,
Cato. N. Y.

OFFSET MOVIE PROGRAMS. LOW PRICES.
Write for Samples. BRONX ART PRESS, 582 Q)urt-
landt Ave., New York City 51.

Walter Griffith Dies;

Carolina Exhibitor

CHARLOTTE: Walter L. Griffith, well

known Charlotte exhibitor, died here .-Vuguit
6. Mr. Griffith, who was 71, had been ac-
tive in the affairs of Theatre Owners of
Xorth and South Carolina. He had been in
declining health for several years. Griffith
was the husband of Mrs. Pauline Griffith,
secretary of the association.

Carmen Miranda, Dancer and
Comedienne, Dies at 41 Years

Carmen Miranda, Brazilian comedienne
and dancer, whose arrival and career in
films, on stage and clubs and then in tele-
vision established a variation of the vogue
for the Latin manner, collajised and died ot
a heart attack at her home in Hollywood the
morning of .August .S. .She was 41. .She had
been performing with Jimmy Durante in a
filmed television show.

Harry Finkel, 86

Harry Finkel. Pittsburgh theatre owner,
died there .August 4. aged KG. He was head
of Carson .Amusement. Mr. Finkel oiiened
the Colonial in 1915, and then the .Arcade.
He leaves Morris. Bill, and .Abe h'inkel, sons
all active in the industry, and Mrs. .Sarah
Black, of Cleveland, a daughter.

Glenn Cameron

SUMNER, WASH.: Glenn Roy Cameron.
77, of Sumner, Wash., life member of the
Alotion Picture Machine Operators Union
Local No. 175, Tacoma, died at the Sumner
Hospital after a long illness. He had been
affiliated with the organization since 1914.

Jacob Berkson

Jacob .S. Berkson, 69, president of Screen-
craft Pictures, Inc., died August 5 in New
York after a brief illness. .Active in the film
industry for 30 years, Mr. Berkson formerly
owned the Buffalo and .Albany franchises
for Monogram and Republic.

Prepare "Robe" for
Release in 1 6mm.

CinemaScope prints in the 16mm. ana-
morphic version of "The Rohe” have been
ordered from Technicolor and will be avail-
able for non-theatrical exhibition "sometime
in September,” according to a 2()th Century-
I'cjx spokesman.

The 20th-Fo.x official declared that the
delay in marketing the first CinenuuScopc
jjroduction in a small-gauge version is at-
tributed to the slow development of a satis-
factory anamorphic lens by Bausch & Lomb,
which it is reported will sell the 16mm.
lenses for about $125.

The 16mm. CinemaScope prints of "The
Robe” will be available to some 28,500 nar-
row gauge exhibitors, public institutions,
churches, schools, etc., the 20th-Fox official
said. Eventually, all of the company’s Cine-
maScope product and possibly product of
other film companies, will be available in
16mm. versions, the spokesman for 20th-Fox
said.

Post Acquires I 5 Films

Post Pictures Corporation has obtained
the 16mm. non-theatrical distribution rights
for the United States and Canada to 15 pic-
tures owned by the Bank of .America, ac-
cording to Peter W. Geiger, head of the
bank’s New A’ork motion picture depart-
ment. .Among the films are "Body and Soul,”
“Caught,” “The Other Love.” "Ramrod,”
"Four Faces West.” and "So This Is New
A'ork.” none of which were available before
for non-theatrical exhibition.

NBC "Monitor" Covers Filming

NBC Radio’s "Monitor.” network program,
last Saturday covered the shooting of the
final scene of United .Artists’ forthcoming
"Patterns.” at Tynam’s Bar in lower Man-
hattan. The broadcast included interviews
with star A’an Heflin and director Fielder
Cook. Jed Harris and Michael Alyerberg are
the producers.

MOTION PICTURE HERALD, AUGUST 13. 1955

FILM BUYERS RATING

Film buyers of independent circuits in the U. S. rate current
product on the basis of its performance in their theatres. This
report covers 115 attractions, 4,60 5 playdates.

Titles run alphabetically. Numerals refer to the number of en-
gagements on each attraction reported. The tabulation is cumula-
tive. Dagger (t) denotes attractions, published for the first time.
Asterisk ('• ) indicates attractions ivhich are listed for the last time.

EX means Excellent; AA — Above Average; AV — Average;
BA — Below Average; PR — Poor.

A & C Meet the Keystone Kops (U-l)

A & C Meet the Mummy (U-l)

Ain't Misbehavin' (U-l)

Americano (RKO)

Annapolis Story (AA) .

Bad Day at Black Rock (MGM)

Bamboo Prison (Col.)

Battle Cry (W.B.)

Bedevilled (MGM)

Big Combo (AA)

fBig House, U. S. A. (U.A.)

Black Tuesday (U.A.)

1 1

Blackboard Jungle (MGM)

Bridges at Toko-Ri (Par.)

Camille (Reissue) (MGM) .

Captain Lighttoot (U-l)

Carmen Jones (20th-Fox)

Carolina Cannonball (Rep.)

Cell 2455, Death Row (Col.)

(Chicago Syndicate (Col.) .

Chief Crazy Horse (U-l)

Conquest of Space (Par.)

Country Girl (Par.)

Crashout (Filmakers)

Creature with the Atom Brain (Col.)

Cult of the Cobra (U-l)

Daddy Long Legs (20th-Fox)

Davy Crockett (B.V.)

Destry (U-l)

Detective (Col.)

Doctor in the House (Rep.)

East of Eden (W.B.)

1 1

End of the Affair (Col.)

Escape to Burma (RKOj

Eternal Sea, The (Rep.)

Far Country. The (U-l)

Far Horizons, The (Par.)

Five Against the House (Col.)

Foxfire (U-l)

♦Gang Busters (Visual)

Glass Slipper, The (MGM)

1 1

Green Fire (MGM)

Hell's Island (Par.)

Hit the Deck (MGM)

(House of Bamboo (20th-Fox)

Interrupted Melody (MGM)

It Came from Beneath the Sea (Col.)

Julius Caesar (MGM)

1 1

Jump Into Hell (W.B.) ...

Jupiter's Darling (MGM)

Kiss Me Deadly (U.A.)

...

(Lady and the Tramp (B.V.)

♦Land of Fury (Brit.) (U-l)

(Land of the Pharaohs (W.B.)

Long Gray Line, The (Col.)

Long John Silver (DCA)

Looters, The (U-l)

...

Love Me or Leave Me (MGM)

. . 5

1 1

Ma and Pa at Waikiki (U-l)

Magnificent Matador (20th-Fox)

Mambo (Par.)

....

Man Called Peter, A (20th-Fox)

. 37

Man From Bitter Ridge, The (U-l)

Man Without a Star (U-l)

Many Rivers to Cross (MGM)

Marauders, The (MGM)

Marty (U.A.)

Masterson of Kansas (Col.)

New Orleans Uncensored (Col.)

New York Confidential (W.B.)

(Not as a Stranger (U.A.)

♦Prince of Players (20th-Fox)

1 1

Prize of Gold, A (Col.)

Prodigal, The (MGM)

Purple Plain, The (U.A.)

1 1

Racers, The (20th-Fox)

Rage at Dawn (RKO)

Revenge of the Creature (U-l)

Run for Cover (Par.)

(Santa Fe Passage (Rep.)

Sea Chase, The (W.B.)

(Seminole Uprising (Col.)

. .

Seven Little Foys (Par.)

Seven Year Itch (20th-Fox)

Shotgun (A.A.)

Silver Chalice (W.B.)

Six Bridges to Cross (U-l)

Smoke Signal (U-l)

. . . .

Soldier of Fortune (20th-Fox)

So This Is Paris ( U-l )

Son of Sinbad (RKO)

Strange Lady in Town (W.B.)

...

Stranger on Horseback (U.A.)

...

Strategic Air Command (Par.)

Tarzan's Hidden Jungle (RKO)

. 1

(Tall Man Riding (W.B.)

Ten Wanted Men (Col.)

That Lady (20th-Fox)

This Island Earth (U-l)

Three tor the Show (Col.)

Three Ring Circus (Par.)

1 1

Tight Spot (Col.) .

...

Timberjack ( Rep.)

Unchained (W.B.)

Underwater! (RKO)

, . 4

Untamed (20th-Fox) .

♦Violent Men (Col.)

Violent Saturday (20th-Fox)

1 1

West of Zanzibar (U-l)

♦White Christmas (Par.)

White Feather (20th-Fox)

Women's Prison (Col.)

...

(Wyoming Renegades (Col.)

...

♦Young at Heart (W.B.)

1 1

SPENDS A DOLLAR

Sure it’s an old showman’s expression, BUT ... it still pays off at your
lioxoff iee !

Trailers and Accessories represent an inexpensive investment in the kind
of showmanship that has heen a proven success . . . for old and new showmen!

Contact your local N.S.S. office today and you’ll he shown many new prof-
itable promotions, new techniques for selling your special events, new mer-
chant tie-in plans and many other money-making ideas like the GO-TO-CHURCH
Tie-In Plan . . . N.S.S. TRAVF2L-AI) Banner Frame . . . and the “TAKE THEM
OUT TO THE MOVIES” Campaign!

For men of success . . . there’s always a surer, safer way to show a profit
. . . PROFIT hy their suecess with Trailers and Accessories!

RATionni service

PBfZf BPBr Of TNf mousmy

■ ■•■Plfeg ti:

AUGUST 2a, 19$h

HMini

int to Have Special

jfvance Department

\AY NOT "FIRE!'

-An Editorial by
Sin Quigley

JRTtAL. NIGHT FREIGHT

I;-. u'._j:tij3artfra^T«M‘ :

SWi,

^ . ■ ‘.v ..ur.: . ■'•'■ '■ ''^ - .

Awri0^^o#^afe/Vt/>?»y- i, i^79.

“T|iL^w<fi6*/ /^/)r4*'/r//rr ' ‘‘jVx^ .T: y. .S?fagrri>atoift

Q»^ Compmty. Itur,

.-'■^^ . ■ . i- ;vt>v

HOi..,

HOTTEST

"FOREVER

DARLING"

(COLOR)

In a trade-paper poll "The Long, Long Trailer” was
voted by exhibitors the Top Comedy of the Year! It’s
good news that Lucille Ball and Desi Arnaz, plus
James Mason, have made an equally sensational box-
office comedy in this story of a girl who married a guy
who works on insecticides. When they go on a field
experiment and try to adjust to sleeping bags . . .
well, you know what this pair can do to audiences!

★

Zanra Productions Inc. presents • Lucille Ball, Desi Arnaz • James
Mason in “FOREVER DARLING" co-starring Louis Calhern
with John Emery • John Hoyt • Natalie Schafer • Written by
Helen Deutsch • Photographed in Eastman Color • Directed by
Alexander Hall • Produced by Desi Arnaz • Filmed in Hollywood
by Desilu • Distributed by M-G-M

"FEARFUL

DECISION"

(COLOR)

With renewed fame from his widely acclaimed
performances in "BLACKBOARD JUNGLE” and
"INTERRUPTED MELODY,” Glenn Ford is now
starred in a tried and proven vehicle; a suspense
drama that made instant impact when presented on
TV by the Theatre Guild on the U. S. Steel Hour.
The story is about the kidnapping of a boy, held for
$500,000, and the counter-reward of a million dol-
lars offered by the boy’s father for the capture of the
criminals. Certain to be one of the top thrill pictures
of the year. ^

M-G-M presents “FEARFUL DECISION" starring Glenn Ford
Written by Cyril Hume and Richard Maibaum • Produced by
Nicholas Nayfack

FROM HOLLYWOOD!

The series of ads about wonderful M-G-M entertainment to come has
electrified the trade. We’ve already told you about "It’s Always Fair
Weather," "The Bar Sinister," "Trial," "Quentin Durward," "I’ll Cry
Tomorrow," "The Tender Trap,""Kismet,’’"Diane"and"The Last Hunt."
Four more Big Ones are listed below. But the end is not yet. The
M-G-M studios are humming with other Giant Attractions.

"BHOWANI

JUNCTION"

(In CINEMASCOPE and COLOR)

M-G-M sent its cameras and stars half way around the
world to film this sultry, smouldering best-selling
novel. Ava Gardner as the Anglo-Indian beauty and
her three loves is magnificent in this drama of in-
trigue, revolt, unbridled passion in far-off Pakistan.
The authentic scenes are breath-taking in the vast
beauty of CinemaScope and Color. A BIG attraction.

★

M-G-M presents in CinemaScope • “BHOWANI JUNCTION"
starring Ava Gardner • Stewart Granger • with William Travers
Abraham Sofaer • Screen Play by Sonya Levien and Ivan Moffat
Based on the novel by John Masters • Photographed in Eastman
Color • Directed by George Cukor • Produced by Pandro S. Berman

"MEET ME IN
LAS VEGAS"

(In CINEMASCOPE and COLOR)

This happy-go-lucky musical romance, of a rancher
and a dancer who brings him luck, will lift the
folks to the skies. Filmed in Las Vegas with all the
glamor, excitement and fun of its top spots. Plans
are under way for a tremendous cooperative tie-up
using the title, "MEET ME IN LAS VEGAS.” This
powerful promotion behind one of the liveliest
shows of the year spells sure-fire boxoffice.

★

M-G-M presents in CinemaScope • “MEET ME IN LAS VEGAS"
starring Dan Dailey • Cyd Charisse • Liliane Montevecchi • with
Oscar Karlweis • and Jim Backus • and Guest Stars; Lena Horne and
Frankie Laine • Screen Play by Isabel Lennart • Photographed in
Eastman Color • Directed by Roy Rowland • Produced by Joe Pasternak

It’s time to mail your Audience Awards nominations

ROBERTS!
KELLY!

AND
NOW

McCONNELL!

Today’s
three
great
box-office
names//'i^

* 'ir

RIGHT ON
TOP OF THE
MIGHH MOP-UP WITH

Kr<'

‘MISTER ROBERtI’ AND%*
‘PETE KELLY’S BLUES'^
COMES WARNERS’ ^ ^

^lOOMING SEND-OFF FOR

• ■

* * '★

_■' JisS- jf- 1

JiLAN ILAB

TRADE SHOWS
AUGUST 23rd

ALBANY

20th Century-Fox Screening Room
1052 Bwoy. * 12:30 P.M.
ATLANTA

20th Century-Fox Screening Room
197 WoltonSt. N.W. • 2:00 P.M.

ALSO STARRING

WarnerColor

JAMES WHITMOR

Music by Max Steiner • Produced by H E

BOSTON

CHICAGO

20lh Century-Fox Screening Room Warner Screening Room

1 307 So. Wabash Ave. • 1:30 P M.

115 Bwoy. • 2:00 P.M

BUFFALO
Motion Piet. Oper. Hall
498 Pearl St. • 8:00 P.M.
CHARLOTTE

20th Century-Fox Screening Room
308 S. Church St. • 2:00 P.M.

CINCINNATI

RKO Palace Th. Screening Room

Polace Th. Bldg. E. 6th • 8:00 P.M.

CLEVELAND

20th Century-Fox Screening Room
2219 Payne Ave. • 8:00 P.M.

DALLAS

20lh Century-Fox Screening Room

1803 Wood St. • 2:00 P.M.

DENVER

Ogden Theatre

2:00 P.M.

DES MOINES

20th Century Screening Room

1300 High St. • 12:45 P.M.

DETROIT

Film Exchange Screening Room

2310 Cass Ave. • 2:00 P.M.

INDIANAPOLIS

20th Century-Fox Screening Room

326 No. Illinois St. • 1:00 P.M.

JACKSONVILLE

Florida Theotre Bldg. Sc. Rm.

1 28 E. Forsyth St. • 2:00 P.M.

KANSAS CITY
20lh Century-Fox Screen!
1720 Wyondotte St. • 1:
LOS ANGELES .
20th Century-Fox Screenl
1 620 W 20th St. • 2:0q
MEMPHIS
Crosstown Theotre
400 North Cleveland St.

k t'

SMASH
IN RRST
TWO DATES,
FRISCO AND
OAKLAND!

PROMOTION!

Estimated 50 million people
and heard full hour-and-half
NBC telecast on Steve Allen’s
“Tonight” show... and on
Jack Bailey's Old Gold
“Truth or Consequences” show

( started Aug. 16 and will run
for 4 successive weeks)

on NBC-TV and Radio

^UNE JlLEVSON

Stereophonic Sound

E Screen Play by TED SHERDEMAN and SAM ROLFE
NRY BLANKE Directed by GORDON DOUGLAS

The true and warming story of Capt. Joe McConnell,
the ‘Tiger in the Sky’ who became America’s first (|
Triple Jet Ace - - and the beautiful bundle of courage
called ‘Butch’, who became his wife.

MILWAUKEE

NEW ORLEANS

OMAHA

ng Room

Warner Theatre Screening Room

20th Century-Fox Screening Room

30 P.M.

212 W. Wisconsin Ave. • 2:00 P.M.

200 So.LibertySt. • 2:00 P.M.

1502 Davenport St. • 1:30 P.M.

MINNEAPOLIS

NEW YORK

PHILADELPHIA

ng Room

20th Century-Fox Screening Room

Home Office

Universal Screening Room

P.M.

lOlSCurrie Ave. North • 2:00 P.M.

321 W. 44th St. . 2:15 P.M.

251 No. 13th St. • 2:00 P.M.

NEW HAVEN

OKLAHOMA

PITTSBURGH

Warner Theotre Projection Room

20th Century-Fox Screening Room

RKO Screening Room

i 10:00 A.M.

70 College St. • 1:30 P.M.

10 North Lee St. • 1:30 P.M.

1811 Blvd. of Allies • 1:30 P.M.

PORTLAND

21st Ave. Theatre

616 N.W. 21st Ave. • 2:00 P.M.

SALT LAKE CITY

20th Century-Fox Screening Room

316 East 1st South • 1:00 P.M.

SAN FRANCISCO

Republic Screening Room

221 Golden Gate Ave. • 1:30 P.M.

SEATTLE
Modern Theotre
2400 Third Ave. • 10:30 A M
ST. LOUIS
S'renco Screening Room
3143 Olive St. • 1:00 P.M.
WASHINGTON
Warner Theatre Screening Room
1 3th &E. Sts. N.W. . 10:30 A M

For Labor Day. . . From 20th!

20 th Century-
presents

HUMPH

COLOR by DELUXE

THE

STRANGEST
COVENANT
MAN EVER
MADE WITH
GOD!

The best-seller
that rocked the
world with its
daring is on the
screen at last...
of a man who
committed an
unforgivable sin —
and a woman
who fought against
a love she thought
was impossible I

also starring

LEE J. COBB

with AGNES MOOREHEAD

Produced by BUDDY ADLER . Directed by EDWARD DMYTRYK . Screen play by ALFRED HAYES
Based on the Novel THE LEFT HAND OF GOD by William E. Barrett

"tV’s a pleasure to do business with 20th!”

MOTION PICTURE HERALD

MARTIN QUIGLEY, Editor-in-Chkf and Eublisher

Vol. 200, No. 8

MARTIN QUIGLEY, ]R„ Editor

August 20, 1955

You May Not Cry “Fire!”

by MARTIN QUIGLEY

Bosley Crowther and "The New York Times" in their policy
of relentless assault upon the Production Code have
entered, as might well be expected, the current trade
controversy over "I Am a Camera." Mr. Crowther's promi-
nently featured Sunday article expresses anxiety that this inci-
dent of a Code seal denial "is one of those passing phenomena
that are coming more and more to contuse the motion picture
people and expose the anomaly of their regulatory restraints."

Mr. Crowther affects a position of seeming to be concerned
that the picture unworthily may become popular as the result
of the attention drawn to it by the Code seal denial. Just how
seriously he is concerned about this ever-present possibility is
indicated in the fact that on the basis of the record any picture
in trouble with the Code can rely upon "The New York Times"
if not for approval and praise — which is usually the case — at
least for quantities of attention, all calculated to promote the
synthetic popularity which Mr. Crowther professes to deplore.

Mr. Crowther just imagines, if not wishes, that the motion
picture people are becoming confused as to what he refers to
as "the anomaly of their regulatory restraints." There is not
now and never has been any confusion on the point that a
voluntary industry plan such as the Production Code, set up
in the public interest and to assist producers in the discharge
of their inherent responsibility, may be defied to the end of
promoting sensational attention — especially when there are
about such willing hands as "The New York Times."

This is an inescapable condition that simply must be
reckoned with alongside of the major, day in and day out,
accomplishments of the Production Code. The alternative
— which of course Mr. Crowther and those of associated view-
point plead for — would be to drop the Code, ignore the
standards of decency and morality which it seeks to maintain,
and leave the motion picture and the industry floundering in
a morass of public protest and betrayed responsibility. Let
all who would be seriously concerned about this as a reality in
prospect consult the Code record tor the past quarter of a
century and meanwhile interview qualified spokesmen for pro-
duction, distribution and exhibition.

The industry is not at all likely to buy the favor of those who
speak for unbridled and unrestrained freedom of expression at
any such cost. This is so because it is in the case of the
motion picture that the arguments of those who plead for such
freedom become patently false and invalid. In order to give
a semblance of reasonableness to the arguments against any
and all regulatory measures being applied to motion pictures
it is necessary to ignore the unique graphicness of the screen,
the circumstances of theatrical exhibition and the mass audi-

ence that is attracted. Even though every one of these factors
is self-evident the promoters of unbridled freedom for the
screen captiously ask for proof.

The late Oliver Wendell Holmes is generally a great favor-
ite with the Liberal Left who seek completely unrestrained free-
dom in all media of expression, yet they carefully avoid the
implications of his dictum which flatly asserts that all freedoms
in a civilized society are subject to limitation and restraint.
He gave sharp and memorable underscoring to this thought
when he said that no one is free to cry "Fire!" in a crowded
auditorium.

Some measure of regulation and restraint must be imposed
upon all popular media — the press, television, radio, as well as
motion pictures. The only sensible question that remains is
how the required regulation and restraint shall be imposed.
There are only two possibilities: Regulation and restraint im-
posed by law which is censorship, or self-regulation which is
the theory of the Production Code. Those who are against
both censorship and self-regulation are in effect asserting a
right to cry "Fire!" in a crowded auditorium if they happen
to be in that mood.

The real difficulty of the problem arises not from the likeli-
hood that any person in his right senses will insist upon a
right to cry "Fire!" in a crowded auditorium. Any such
person could quickly envision the result of panic with attendant
dangers to life and limb. The real difficulty of the problem
arises from those who cannot see or will not see the like — and
socially and individually graver — peril incident to a free rein to
anyone who would use the power and influence of the screen
to spread what all religions and the experience of the race
teaches is a moral contagion.

It is capricious and dangerous to quibble over every for-
bidden incident in a film. A common sense application of
common sense rules, based on judgment and experience, is
what is needed. That's what the Code does.

We are sure that if Mr. Crowther on his next visit to the
Radio City Music Hall should find himself in a mood to arise
and cry "Fire!" he will impose upon himself a measure of cen-
sorship and self-regulation. He would not be guilty of an act
likely to cause panic and possible danger to life and limb.

But in his "Times" column on Sunday while he acknowledges
"I Am a Camera" is not "defensible on moral grounds" yet
he lavishes attention upon it calculated to promote synthetic
popularity and meanwhile he heaps customary scorn upon the
Production Code and its purposes.

It is an unhappy state of affairs that the great "New York
Times" and the brilliant Bosley Crowther go regularly to such
lengths in adding difficulties to the public relations problem
and to the stresses and strains of internal order in the motion
picture industry.

MOTION PICTURE HERALD

oCettet'd to the -.J^eruid

Sees New Dawn

To THE Editor:

I believe that the future theatre will de-
pend on intelligent programming. Just
throwing pictures together as most circuits
now do is the wTong approach and has
alienated most people. Clean fresh theatres,
extra services, intelligent, consistent pro-
granmhng and unusual events at the thea-
tres will regain the audiences who even now
are tired of sitting in front of a television
set and watching those stupid shows.

Most theatres should be converted to mar-
kets or funiture stores or warehouses and
a new approach to theatre design develofied
— a place with landscaped grounds, plenty of
parking, sidewalk cafe style eating and re-
freshment places. Theatres designed for up
to 180 degree screens and not converted
from old legit or vaudeville houses which
are too shallow for even today’s Cinema-
Scope screens.

Tell other exhibitors not to underestimate
the intelligence of their audiences — even the
small towns, and give them a program of
unusual films on a subscription sereis and
they will be surprised at the new audience
they will develop. Our plan for organized
audiences is available for all situations out
of National Theatres orbit. — PAUL G.
ANGLIM, Esquire Theatre, Denver, Colo.

Single Features

To THE Editor;

With the production of films 87 minutes
and over and the disappearance of the
59-65 minute co-features, will the nation’s
theatres finally be forced to go to single
feature programs only plus shorts and thus
eliminate co-features? — ALEX FRANCIS-
SMITH, Playhouse Theatre, Scituate, M.ass.

For Series

To THE Editor:

It is time that Hollywood came up with
another good family series similar to '‘The
Hardy Family.” Recently there have been
a number of child stars that showed promise
like the one in “The Silver Chalice” and
why the producers cannot find material for
them in a good child angle story is more
than a lot of us can understood. The family
style picture was always good box office. —
ED PURCELL, Stanley Warner’s Virginia
Theatre, Harrisonburg, Va.

New Newsreel

To THE Editor;

Give us a newsreel in color and Cinema-
Scope or some other wide screen process not
a monthly issue as advocated by Herbert
A. Berry in the July 30 issue of The
HERALD. It might be a little late but we
sure would have something to offer our

patrons that they couldn’t get on television
and it would be just as interesting even
though it wasn’t hot news.

Let’s stay away from the courts w'ith our
troubles. It didn’t help us before and look
where we are now. Let’s do our washing
and hang it in our own backyard.

After 25 years I still think it is a great
business regardless of all the ups and downs.
— E. S. PIERCE, Manager, Rex Theatre,
Nor-ivay, Maine.

Adult

To THE Editor:

Our patron’s minds are adult ones. The
proof of this can be seen in grosses rolled
up by such fine entertainment as “Inter-
rupted Melody,” “Mr. Roberts,” “Marty,”
“East of Eden,” “Battle Cry,” etc. The day
of the matinees for neighborhood houses is
over. It is the evening adult business that
has become the backbone of our business. —
MAURY WEINBERG, Main St. Theatre,
Flushing, N. Y.

Change for Children

To THE Editor:

It is my theory, from observation, that
for child entertainment we should go mod-
ern. Children have outgrown the Westerns,
advancing with modern times. Producers
should emphasize this and build heroes and
imaginative stories around talk of the future
— space men. The grosses for “Conquest
of Space,” “War of the Worlds,” “This
Island Earth” prove the desire and appeal
this medium has had in holding children’s
interest whereas the typical Western, with
its romantic scenes, and they all have them
— well, just try and keep the kids quiet
during these scenes. — RICHARD PART-
RIDGE, Thompson Theatre, Charlestown,
M ass.

Harmful

To THE Editor:

I find that the national advertising is so
far in advance of release date on television
and in the national magazines that it has
a harmful reaction for smaller towns. Pa-
trons remembering the ads months before
firmly believe that the picture is not a new
one.— CHARLES A. EVERETT, Man-
ager, Stewart & Everett Theatres, Inman
Theatre, Inman, S. C.

Too Many

To THE Editor:

There are too many productions on the
same subject and always released at the
same time. If a producer scores with a
product everyone jumps on the wagon giv-
ing only quantity not (|uality. — LES GOLD-
HERD, Elm Theatre, Brooklyn, N. Y.

August 20, 1955

Page

EXHIBITION pot is boiling over on
the COMPO issue 12

PARAMOUNT announces plans to
come to aid of exhibition 16

FILM "exposition" plan is abandoned

by sponsor 16

REFRESHMENT Award winners cited
by Canadian executives 18

UNIVERSAL plans to produce 36 fea-
tures in next year 18

"OKLAHOMA" in the Todd-AO
process well received on coast 20

SAG strike ends as members ratify
new contract 20

STUDIOS zoom, sending eleven new
films into production 21

BRITISH film company securities hit
in weakened market 24

COMMUNIST probe begun in New
York with theatre as target 26

TESMA-TOA trade showing promises
to be outstanding 27

NATIONAL SPOTLIGHT— Notes on
personnel across country 28

SERVICE DEPARTMENTS

Refreshment Merchandising 37

Film Buyers' Rating 3rd Cover

Managers' Round Table 33

People in the News 27

The Winners Circle 26

IN PRODUCT DIGEST SECTION

Showmen's Reviews 561

Short Subject Chart 562

The Release Chart 564

MOTION PICTURE HERALD, Martin Quigley, Editor-in-
Chief and Publisher; Martin Quigley, Jr., Editar; Raymond
Levy, Executive Publisher; James D. Ivers, News Editor;
Charles S. Aaronson, Production Editor; Floyd E. Stone.
Photo Editor; Ray Gallagher, Advertising Manager; Gus
H. Fausel, Production Manager. Bureaus: Hollywood,

Samuel D. Berns, Manager: William R. Weaver, Editor,
Yucca-Vine Building, Telephone HOllywood 7-2U5;
Chicago, 120 So. LaSalle St., Urben Farley, Advertising
Representative, Telephone Financial 6-3074; Washington,
J. A. Often, Notional Press Club; London, Hope Williams
Burnup, Manager; Peter Burnup, Editor; William^ Pay,
News Editor, 4 Golden Square. Correspondents in the
principal capitals of the world. Member Audit Bureau of
Circulations. Motion Picture Herald is published every
Saturday by Quigley Publishing Company, Inc., Rocke-
feller Center, New York City 20. Telephone Circle 7-3100;
Cable address; "Quigpubco, New York", Martin Quigley,
President; Martin Quigley, Jr., Vice-President; Theo. J.
Sullivan, Vice-President and Treasurer; Raymond Levy,
Vice-President, Leo J. Brady, Secretary. Qther Quigley
Publications: Better Theatres and Better Refreshment Mer-
chandising, each published thirteen times a year as_ a
section of Motion Picture Herald; Motion Picture Daily,
Television Todoy, Motion Picture Almanac, Television
Almanac, Fame.

r- [ -i-i II I'll leiniiBir'Miiniiriii

MOTION PICTURE HERALD, AUGUST 20. 1955

(^n tlie

opizon

NEWSREEL

Now that Americans are crawl-
ing all over the Russian conti-
nent, taking notes, snapping
pictures, talking, inspecting,
studying and reporting on the
strangeness of it all — it would
be natural now to have newsreels
of the friendly bear. And that
is what is happening. In Moscow
Cedric Baynes, from the London
office of Warner Rathe News was
to arrive Sunday in Moscow — the
first professional motion pic-
ture cameraman admitted since
1947. He will be allowed to
photograph anywhere, limited
only by what is deemed military
security.

^ CODE

Recognition that self regula-
tion avoids public argument and
that generally there must be re-
sponsibility to society seems to
have hit television film produc-
ers. The National Society of
Television Film Producers is
asking all in the business to
attend a Hollywood seminar in
late September, which will dis-
cuss a code of ethics. We hear
that like the radio-televison
broadcasters' code it will in
great measure parallel the mo-
tion picture's 25-year-old sys-
tem of pre-censorship.

COMPATIBILITY

The amiable conduct and peace-
ful settlement of the Screen
Actors Guild strike against the
AMPP-member television film
producing companies and the Al-
liance of Television Films Pro-
ducers, who negotiated and acted
jointly, show plainly that the
long-awaited era of inter-
medial compatibility is at hand,
and promiseful of pleasanter
years ahead than might have fol-
lowed stone wall resistance in
any quarter.

POLICY CHANGE

Now it's stage shows at the
Roxy. The Broadway theatre
(20th-Fox's first run show-
case) abandoned stage shows at
the time Cinemascope made its
bid to become a new and suffi-
cient entertainment medium.
Shorts as well as shows on the
new and then fantastic wide

screen filled the house. The
"ice show" which had been a spe-
cialty and enthusiastically
promoted, was dropped suddenly,
and relegated along with vaude-
ville to limbo or extinction.
William Moclair, manager, now
lets it be known he is "explor-
ing" the return of stage shows
and is talking with crafts
unions. The shows would be
of "predictable potential. "

PROSPECT

If production lives up to the
promise of its 1955 peaks — June
17, when 40 pictures were in pho-
tography, and this week with 33
— the Y. Frank Freeman forecast
of 290-300 pictures for the year
can be bettered in exhibitor be-
half without hardship in any
quarter.

STORM OVER

"Connie" hit Broadway physi-
cally and financially; but peo-
ple flowed right back into
theatres the remainder of the
weekend. The Radio City Music
Hall did capacity business Sat-
urday night with "Mr. Roberts"
and is expected in its fifth week
to draw $150,000. The Paramoiont,
with the second week of "To Catch
a Thief", expects $90,000. The
Aster's "Summertime" will prob-
ably be counted in at $25,000,
and the Capitol, with "Not As a
Stranger" in its seventh week,
is expected to announce $41,000.

HONORS

Add honors for Jack L. Warner.
And a promotional lift, and
recognition, for "The McConnell
Story." The Warner Brothers ex-
ecutive producer over the week-
end was awarded the Air Force
Association Citation of Honor
for his aid to recruiting for
military aviation.

RETURN

MGM's contract with him having
terminated, Ben Goetz, its man-
aging director in Great Britain
since 1945, was to return from
London shortly. He told trade
writers he had no plans for the
future.

Floyd E. Stone — William

R. Weaver — James D. Ivers

WHEN AND WHERE

August 23: Annual golf tournannent and
dinner dance of the Variety Club of
Denver, Park Hill Country Club, Denver.

August 26: Annual golf tournament and
dinner dance of the Variety Club of
Washington, D.C., Manor Country Club,
Norbeck, Maryland.

September 9: Deadline for the filing with
the Federal Communications Commission
of answering comments on toll television
briefs, Washington, D. C.

September 19: Annual golf outing of the
Motion Picture Association of Kansas
City, Mo., Hlllcrest Country Club, Kan-
sas City.

September 30 - October 2: Second annual
convention of the Women of the Motion
Picture Industry, New Orleans.

October 3-7: Seventy-eighth semi-annual
convention of the Society of Motion Pic-
ture and Television Engineers, Lake
Placid, New York.

October 6-9: Annual convention and trade
show of Theatre Owners of America,
Biltmore Hotel, Los Angeles.

October 24-25: Annual convention of the
Theatre Owners of Arkansas, Mississippi
& Tennessee, Hotel Sayoso, Memphis,
Tenn.