Boxoffice (Jul-Sep 1947)

EDMUND GWENN PERSUADES MAUREEN O'HARA THAT HE IS THE MAN TO PLAY SANTA CLAUS AT MACY’S. SANTA'S FINE PHILOSOPHY BOOSTS BUSINESS, AND EVEN MACY AND GIMBEL COME UNDER HIS SPELL. I in A MARVELOUS COURT SCENE, SANTA ACTUALLY IS ABLE TO PROVE THAT HE ACTUALLY IS SANTA CLAUS. 20th-Fox ‘Miracle on 34th Street’ Awarded Blue Ribbon for July By VELMA WEST SYKES “j^IRACLE on 34^ Street," the 20th Century-Pox film now delighting audiences all over the country, met the approval of the National Screen Council as family film fare and received the July BOXOFFICE Blue Ribbon Award. For those who would argue that it is a Christmas story out of season the answer is that Christmas and the Santa Claus myth are never out of season. Moreover, it is pleasant to think that by Christmas of this year, the neighborhood and the small town theatres will still be showing this jolly bit of entertainment and perhaps it will become a standard holiday film for many years to come, as Dickens’ "Christmas Carol” is seasonal reading. This is one show where adults will take the children and vice versa with happy results all around. Patrons who have become a little fed up with so many psychological dramas will particularly enjoy the way "Kris Kringle” pokes a little fun at the psychologist in the picture, who starts giving him some of the “tests." It is a riotous moment when Kris gets bubble-gum in his beard — real, not the off-and-on whiskers of the average Santa Claus. In the issue of May 10 of this year, when this Blue Ribbon winner was reviewed, comments in the review included these which have since been borne out on its playing record: “A refreshingly different and thoroughly heart-warming comedy of New York life, this rates among the season’s best . . . The picture is a genuine ‘sleeper’ which will continue to build on the favorable wordof-mouth of delighted patrons in any type of theatre.” Playing at regular prices and during the summer slump, when outdoor recreation centers and resorts are most competitive, its average on first run reports from key cities is still 135 per cent. “Miracle on 34th Street’’ has played six weeks in Chicago and is being held over in almost every one of the other key cities, even during this dull season. 'When the school year starts, PTA organizations can sponsor special matinee showings for children, and by that time the special Blue Ribbon Award trailer on the film should be ready to use with the general exploitation material in the regular Blue Ribbon Award kit which some exhibitors will now consider standard equipment for ready use when an Award winner is showing. This is the first 20th Century-Fox picture to win the Award this year but the company has been one that has consistently added to its Blue Ribbon Plaques. Several in the cast and on the production staff have other Blue Ribbon Plaques to which the ones for this film, showing their particular contribution, will be added. Among the comments penned on ballots by members of the National Screen Council was that of Mrs. William R. Thomas of the General Federated Women’s Club motion picture committee of Cleveland. Mrs. Thomas writes: “ ‘Miracle on 34th Street’ is one of those pleasant surprises, a delightful, sentimental comedy with just enough satire and serious thought to prevent it from being too sweet” Mrs. John S. Thayer of the G.F.W.C. at Los Angeles calls it “the ideal family picture.’’ And the enthusiasm of Mrs. Byron Mathews of the Atlanta Better Films Committee is expressed in this fashion: “I’ve never seen an audience enjoy a picture more. Young and old alike seemed to love it. The court scene is the funniest thing I’ve seen in a long time ’’ One of the film critic members, A. D. Markie of the Jersey Journal, believes that “ ‘Miracle on 34th Street’ should drive home the point that faith is paramount to happiness.” John X. King of the Phoenix Gazette says the winning film is “ideal for children— possibly the best thing of its kind.” And Lois J. Fegan of the Harrisburg Telegraph calls it “the ‘miracle’ of the motion picture age.” The Cast Doris Walker Maureen O’Hara Fred Gailey John Payne Kris Kringle Edmund Gwenn Judge Henry X. Harper.... Gene Lockhart Susan Natalie Wood Mr. Sawyer Porter Hall Charles Halloran William Fra'wley Thomas Mara Jerome Cowan Mr. Shellhammer Philip Tonge Dr. Pierce James Seay Mr. Macy Harry Antrim Mothers Thelma Ritter, Mary Field Cleo Theresa Harris Albert Alvin Greenman Mrs. Mara Anne Staunton Thomas Mara, Jr Robert Hyatt Reporters Richard Irving, Jeff Corey Secretary Anne O’Neal Mrs. Shellhammer Lela Bliss Peter Anthony Sydes Dr. Rogers William Forrest Mara’s Assistant Alvin Hammer Bailiff Joseph McInerney Drum Majorette Ida McGuire Santa Claus Percy Helton Mrs. Harper Jane Green Salesman Loren Raker Dutch Girl Marlene Lyden Production Staff Executive Producer Darryl F. Zanuck Producer William Perlberg Director George Seaton Story by Valentine Davies Directors of Photography Charles Clarke, ASC, Lloyd Ahern, ASC Art Direction.. Rich hRB Day, Richard Irvine Musical Direction Alfred Newman Music Cyril Mockridge Orchestral Arra7igeme7its..EDWART) Powell Set Decoration Thomas Little, Ernest Lansing Film Editor Robert Simpson Wardrobe Direction Charles Le Maire Costumes Designed by Kay Nelson Makeup Artist Ben Nye Special Photographic Effects Fred Sersen Soiind.... Arthur L. Kirbach, Roger Heman U This Award is given each month by the National Screen Council on the basis of outstanding merit and suitability for family entertainment. Council memoershio comprises motion picture editors, radio film commentators, ano repr«entatives of better film councils, civic and eaucational organizations.