Motion Picture Herald (Aug-Oct 1947)

Independence, Missouri Has Community Spirit "Harry's Town" is a quiet suburb of Kansas City, just outside the city limits, approximately ten miles from downtown. And, since, Independence, Mo., comes in for much national publicity, we were glad to meet and talk with J. A. Becker, owner and manager of three theatres in Independence and prominent in exhibitor affairs in the middle west. Mr. Becker is regional trustee of the Motion Picture Foundation, active member of the Kansas-Missouri Theatre Association and was a speaker at the recent convention in Kansas City. The town has a population of about 16,000, and is the county seat of Jackson County, which contains Kansas City. Here, in the early twenties, Harry Truman was presiding judge of the county courts. The summer White House stands out clearly, adjacent to the business section, and it's natural that many local figures are politically minded. Mr. Becker is an exception in the sense that his interest centers in the Reorganized Church of the Latter Day Saints, of which he is a bishop, active in financial leadership of this dominant group, who established the local radio station KMBC and have other large property holdings. The editor of the daily Excelsior is widely known as author of a syndicated weekly Sunday School lesson. Daughter Wanted a Theatre Mr. Becker came into theatre business when his daughter, Dana, had a desire to own a theatre and he acquired the Granada for her and her husband. With her untimely death, at 24, came the establishment of Associated Theatres, -Inc., under Mr. Becker's direct management, and the operation of the Granda, Plaza, Electric and the May wood, in an adjoining intercity neighborhood. Associated Theatres is largely a family affair, all concerned being interested in community as well as personal relationships. Thus, the theatre operation reflects the background, traditions and character of It's quiet at night, on the streets of Independence, and the Granada is a bright spot. J. A. BECKER Independence, as well as the ideals of the individuals involved. The Granada is a single-feature house with a top-admission of 45c, while the Plaza runs double-features with a top of 35c and the Electric, repeat-runs sixty to 120 days old, at 25c for adults. Newspaper advertising is limited to the local daily, a neighborhood sheet, as these houses are not represented in downtown Kansas City's theatre directory. A throw-away handbill, printed one side only from all-type, and measuring 6x9 inches, would be much improved with the use of mats for illustration, both front and , back. We recommend to Mr. Becker that he try some of the herald stunts that are used so beneficially and cooperatively by other members of the. Round Table. Son Supervises Operations There's an -architect, Ed. Becker, Jr., in the family and in the corporation, so the Granada is well designed and decorated. As assistant manager of the theatres, Ed Becker sees that acoustics, meaning sound controls, and the atmosphere of auditorium and rest-rooms is up to highest standards. Program is up-to-date, and it's obvious that folks in Independence don't wait long to see their films after first-run downtown Kansas City. The program itself, as an example of house advertising, could be better and more inclusive of editorial and management policy. Theatres with less to say take greater advantage of the opportunity. J. A. Becker is a Rotarian ; served as district Governor of Rotary International in 1945-46 and was one of the organizers of the Rotary Club in Independence, so he's at home on his feet, speaking for the motion picture in local public relations. And, at Kansas City, he spoke eloquently of exhibitor-distributor problems, and the need of a better understanding in trade relationships, so commonly demonstrated in day-by-day dealings, between sources of production and final contact with the public. — W. B. Florida Circuit Managers Get Promotions All members of the Round Table, the following managers have moved into new positions, according to announcement by Frank Rodgers, President of Florida State Theatres, Inc., at Jacksonville. Jack Fitzwater, former city manager, Fort Lauderdale, has been made East Coast District Manager with headquarters ■ at the Florida theatre, West Palm Beach. R. J. (Dick) Ludwig, succeeds him at Fort Lauderdale. Homer Fuller becomes city manager of the Florida theatre, West Palm Beach, and R. L. Puckhaber will succeed him at the Grand theatre, Orlando. Robert Anderson moves to the Beacham theatre, Orlando, as manager, and R. R. Montgomery is the new manager of the LaPlaza theatre, St. Petersburg. Archie Adams takes over at the Edgewood theatre, Jacksonville, and Dan Sheffield, former assistant at the Arcade theatre, Jacksonville, goes to the Brentwood theatre, as manager. Our congratulations to good men in new posts and for promotions they earned through good showmanship (with thanks to Howard Pettengill for the good news). Fall Fashion Show Draws Extra Business to Avalon A Fall Fashion Show drew considerable extra business for manager John J. Driscoll at the Avalon theatre, Milwaukee, Wis. The show was sponsored by the Mary's Fashion Shoppe at no cost to the theatre. Thirtyfive models appeared on stage, some professional and some recruited from the vicinity of the theatre. Talent from a neighborhood dancing school entertained during the various changings of costumes. The show was held on a Thursday evening, which has been one of the poorest gross nights for Driscoll. For the fashion show, the theatre (1,700 seats, 1st run neighborhood) was jammed to capacity. Standee Wins Patrons and Prize A 22x28 standee with a diorama effect was a highlight of manager J. Pecora's campaign for "Carnival in Costa Rica" at the Fox Allis theatre, Milwaukee, Wis. The standee, which won Pecora first place in his Fox Wisconsin theatres division, consisted of mounted cutouts, actual balloons and serpentine and an appropriate painted backs-round. Sets Safety Week Tie-in A special proclamation issued by the mayor on a safety week tieup was displayed on a 40x60 board in the lobby by manager Roy Peffley to publicize his date on "Devil on Wheels" at the Indiana theatre, East Chicago, Ind. A wrecked car also was placed outside the theatre for a week. 42 MOTION PICTURE HERALD, OCTOBER 25, 1947