Boxoffice (Oct-Dec 1963)

THE NATIONAL FILM WEEKLY Published in Nine Sectional Editions BEN SHLYEN Editor-in-Chief and Publisher DONALD M. MERSEREAU, Associate Publisher & Generol Manager JESSE SHLYEN ....Managing Editor HUGH FRAZE Field Editor AL STEEN Eastern Editor I. L. THATCHER Equipment Editor MORRIS SCHLOZMAN Business Mgr. Publication Offices: S25 Van Brunt Blvd. Kansas City 24. Mo. Jesse Shlyen, Managing Editor; Morris Soholzman, Business Manager; Hugh Fraze. Field Editor: I. L. Thatcher, Editor The Modern Theatre Section. Telephone CHestnut 1-7777. Editorial Offices: 1270 Sixth Ave., Rockefeller Center, New York 20, N. Y. Donald M. Mersereau, Associate Publisher & General Manager; A1 Steen, Eastern Editor. Telephone COlumbus 5-6370. Central Offices: Editorial — 920 N. Michigan Ave., Chicago 11, 111., Frances B. Clow, Telephone Superior 7-3972. Adver Ss tising — 5811 North Lincoln, Louis Didier and Jack Broderick, Telephone LOngbeaeh 1-5284. Western Offices: Editorial and Film Advertising— 6362 Hollywood Blvd., Hollywood 28, Calif., Sid Cassyd. Telephone Hollywood 5-1186. Equipment and Non-Film Advertising — New York Life Bldg., 2801 West Sixth St., Los Angeles 57, Calif. Bob Wettstein, manager. Teleplvone Dunkirk 8-2286. London Office: Anthony Gniner. 1 Woodhrrry Way, Finchley, N. 12. Telephone Hillside 6733. The MODERN THEATRE Section is included in the first issue of each month. Albany: .1. S. Conners. 140 State St. pi Atlanta: Mary Charles Walts, 205 Walton pi St., N. W. Baltimore: George Browning, 208 E. 25th St. pi Boston: Guy Livingston, 80 Boylston, Boston, Mass. pi Charlotte: Blanche Carr, 301 S. Church. Cincinnati: Frances Hanford. UNiversity 17180. Cleveland: W. Ward Marsh, Plain Dealer. Cnlumbus: Fred Oestreichcr. 52% W. North Broadway. Dallas: Mablc Guinan, 5927 Winton. Denver: Bruce Marshall, 2881 S. Cherry' Way. Dcs Moines: Pat Cooney. 2727 49th St. Detroit: II F. Roves. 906 Fox Theatre pi Bldg., WOodwrd 2-1144. Hartford: Allen M. Widem. CH 9-8211. Indianapolis: Norma Geraghty, 436 N pi Illinois St ;l;l;i Jacksonville: Robert Cornwall, 1199 Edgewood Ave. ip Manchester, N. II.: Guy Langley. P.0 Box 56. ip Memphis: Null Adams, 707 Spring St Miami: Martha Lummus. 622 NE 98 St Milwaukee: Wm. Nlchol. 2251 S. Layton. ;P Minneapolis: Jon Pnnkake, 729 8th Ave SB. pi New Orleans: Mrs. .lark Auslct, 2208% pi St. Claude Ave. pi Oklahoma City: Sam Brunk, 3410 N Virginia. Omaha: Irving Baker. 5108 Izard St. Philadelphia: A1 Zurawski. The Bulletin Pittsburgh: It. F. Klingensmith. 516 Jean pi ette. Wilkinslmrg. 412-241-2809. Portland. Ore.: Arnold Marks, Journal. St. Louis: Joe & Joan Pollack, 7335 P: Shaftshiirv, University City. PA 5-7181. ip Salt Lake City: II. Pearson. Deseret News San Francisco: Dolores Rnrusrh. 25 Taylor St.. ORdwav 3-4813; Advertising* Pi Jerry Nowell, 417 Market St., Yukon 29537. £i Washington: Virginia R. Collier. 2308 pi Ashmend Place, N. W , DUpont 7-0892. In Canada Montreal: Room 314, 625 Belmont St., pi Jules Larochelle. St. John: 43 Waterloo, Sam Babb. PI Toronto: 2675 Bayview Ave., Wlllowdale, Ont. W. Gladish. pi Vancouver: 411 Lyric Theatre Bldg. 751 Granville St.. Jack Droy. pi Winnipeg: The Tribune, Jim Peters. ip Member Audit Bureau of Circulations Second Class postage paid at Kansas City, III Mo. Sectional Edition. $3.00 per year ip National Edition, $7.50. DECEMBER 2 3, 1963 Vol. 84 No. 9 BOLSTERING APRIL-MAY PERIOD THAT the new year will start out on a happy note is implicit in the announcement by Edward L. Hyman that April and May of 1964 will see a greater number of high-quality releases from the major companies than has been the case in many a year. Thus, the opportunity is provided to eradicate this so-called “orphan period” and develop it into a period of top attendance which, needless to say, will make exhibitors, producer-distributors and the public, too, the happier. For many years, exhibitors have been seeking the cooperation of producer-distributors to achieve this objective and it is, at long last, coming to hand. This development is the result of the untiring efforts of Mr. Hyman through his orderly release campaigning, which has served to improve “off” periods in other seasons of the year. It is gratifying that the producer-distributors have moved up the release of many of their top pictures, adhering to the exhibitors’ demands. And, with the fulfillment of the assurances given to Mr. Hyman by exhibitors in every part of the country that they will extend the greatest possible effort in merchandising this product, “the last of the orphans” will have been sent on its way. Spreading the orderly release of quality product throughout the year will do much in itself to increase theatre attendance, not only because of the better attractions made available but, also, in the help given thereby to the restoration of the moviegoing habit. It has long been evident that the hiatus in steady moviegoing resulting from a dearth of quality product in the early spring months has caused heavy loss of regular patronage. Letting people get out of the habit of going to the movies has been costly, not only during April and May but by carrying into other months of the year. Thus, causing patrons to seek other forms of entertainment, it adds to the difficulty of regaining this lost patronage. s. eadon J Now, with producer-distributors doing their part to help improve the business during April and May, it is up to the exhibitors to make assurance doubly sure by going all-out in the promotion of the top pictures that will be made available. By increasing the grosses on these pictures in particular, they will provide the concrete reason for producer-distributors to continue the release of top product in succeeding April-May periods. And, too, they will lend encouragement to furthering steady improvement in the orderly release pattern throughout the year and for years to come. Exhibitors must not allow themselves to be content with the mere fact that better pictures are to be made available to them, relying on the pictures “to sell themselves.” That would be a fatal mistake, as has been experienced in all too many instances when strong product was not backed up with strong point-of-sale showmanship. Moreover, exhibitors should not let Ed Hyman down by laying down on their part of the job necessary to keep up the steady flow of good product. Mr. Hyman has rendered yeoman service to the industry at large throughout the eight years he has untiringly devoted his efforts to this worthy task. He has done a magnificent job in getting the ear of producers and distributors, in securing their earnest interest and, finally, their cooperation. As executive vice-president of American Broadcasting-Paramount Theatres and through his long experience in exhibition, Mr. Hyman has had first-hand knowledge of what it takes to get people to come to theatres — and to keep them coming. In short, it’s product and promotion. With a plenitude of both, well-sustained, business can be made to boom again. THE BOXOFFICE STAFF EXTENDS BEST WISHES FOR A MOST JOYOUS YULETIDE . . . AND MAY 1964 REWARD YOU WITH ALL THAT YOUR AMBITION DEMANDS