Boxoffice (Apr-Jun 1937)

PITTSBURGH Tribute to Second Runs From Pittsburgh Editor Pittsburgh — Recognition of the important job performed in this industry by the second-run and neighborhood theatres is contained in a recent article in the Pittsburgh Free Press, authorized by Florence Fisher Parry, motion picture editor. Although written primarily for Pittsburgh readers, its tribute applies equally in all parts of the country. The article follows: To us who, fortunately or unfortunately, are consigned to seeing only “first run” pictures at the major motion picture theatres, it is easy to neglect the many theatres in and around Pittsburgh, which offer the great residential sections their splendid and generous programs, and cater to the most substantial patronage of all. The neighborhood theatre, and the downtown “second run” theatre, are all too little celebrated. They are the real merchants of the industry, giving much for the money, taking more blame and less praise, diagnosing public taste to a more accurate degree than their more fortunate “superiors,” the first run de luxe theatres. Unsung Heroes Those who are put in charge of their destines are nearly always found to be men of zeal and enterprise, who work hard for their theatres’ reputations, put in long and arduous hours at what is often a thankless task. Moreover, they are closer to their “public” than any other showmen; know their clientele by face if not by name, listen patiently to their ready complaints. The neighborhood theatre especially becomes, in its life, a community center, and establishes a personality as distinctive and unlike that of other theatres, as persons themselves are different. Sometimes (though not often) a large “downtown” first run theatre, too, takes on this individuality. I have felt, always, that the Fulton and the Alvin have a patronage which supports them, week in, week out, with little regard to the name of the picture featured. But as a rule the large movie theatre is an impersonal structure, housing, each week, a selective audience little concerned with anything save the particular picture it has specifically come to see. Picture Hunt What has brought the significance of the smaller theatre sharply to mind today, has been the lively interest that is exhibited by our young people just now returned home from college and prep school, in pictures which to us are “old,” yet which they have missed. You will find that they turn to the ads of the “Neighborhood” and second run theatres, ransacking them for fine picture which they MUST SEE. We find that they were busy with exams, or were shut away by distance, and missed such classics as “Tale of Two Cities” or “Camille” or “San Francisco” or “The Great Ziegfeld.” And, scorning to go with us to the latest releases, will hie them eagerly to some out-of-the-way theatre and pay 15 cents to see a double feature containing pictures of the quality of “Anna Karenina” and “Mutiny on the Bounty.” I know that even as often as I am required to go to the movies, a fine picture will escape me; and I scour the lists to make sure that I shall pick it up at its first showing in a neighborhood theatre or in those downtown “subsequent run” theatres. Royal List During the past months, we have been able to see such old favorites there as “The Count of Monte Cristo,” “Kid Millions,” “Les Miserables,” “The House of Rothschild,” “Dr. Jekyll and Mr. Hyde,” “Ruggles of Red Gap,” “Scarface,” “Hell’s Angels,” “The Ghost Goes West,” “These Three,” “The Scarlet Pimpernel,” “Henry the Eighth,” “Fury,” “Smilin’ Thru,” “Rose Marie,” “Mutiny on the Bounty,” “Treasure Island,” “Men in White,” “Dinner at Eight,” “Escape Me Never,” “David Copperfield,” “Anna Karenina” and “Escapade.” The Enright Theatre in East Liberty has made a national reputation on account of its exceptionally fine Saturday morning childrens programs. There isn’t a residential neighborhood which hasn’t its attractive community theatre, and when one goes into the most impoverished and congested parts of this district, the most inspiring thing about them is their motion pictui'e programs! However cramped and doubtful the quarters in which they are housed, the best of the motion pictures eventually are shown to our slum districts. I shall never forget going into a humble little theatre in the Hill district and seeing a rapt audience of youngsters enjoying “Treasure Island.” "Barriers" as First Run Pittsburgh — “Silent Barriers,” GB’s spectacular production filmed in Canada, will not be presented here as a roadshow as formerly announced, but will play a first run engagement at the Harris-Alvin Theatre, opening May 6, according to Mark Goldman, GB branch manager. Hendee in Address Cleveland — Before an assembly of approximately 200 women, Harold Hendee of New York, director of Research for RKO, spoke last week on “Authenticating the Movies.” Hendee explained the detailed research required before starting production of a picture, illustrating his points with short flashes of pictures. (Continued from page 60) Duquesne Garden, this time it’s a 6-day bike race. Charles Thaddius Jones, 37, organist and pianist at several East End theatres, died last week. Known as the “biggest man in East Liberty,” Jones was buried in two graves in Mt. Royal Cemetery. MPTO of W. Pa., Inc., directors met in regular session last Friday. Jack Walsh, M-G-M’s district exploitation head, will attend the company’s annual sales convention in Hollywood. Harry Bernstein was here recently representing Columbia Pictures as company manager of “Lost Horizon” in its second week at the Nixon. Ray Pickerine, operator at the Rankin Theatre, Bridgeville, for the past nine years, became the father of a baby boy recently. Rex Theatre, Wheeling, W. Va., is reported closed for extensive remodeling. Carl Poke has installed new RCA High Fidelity sound equipment at his Shiloh Theatre, Mt. Washington, city. LeViant, the Filmrow printer, will remove from his location in the rear of the M-G-M exchange entrance to the corner of Van Braam and Edna Sts., where he has purchased the property. Martin Seed, son of Harry A. Seed, local Warner Bros, branch manager, was a visitor here recently. He is employed by the same company at the New York office. W. J. Whalen, manager of the State, Castle Shannon, is smiling these days. He has just received a wage increase. Thayer Builds Another Gassaway, W. Va. — R. E. Thayer, owner and operator of the Lyric Theatre, a 250seat house here, is expanding his exhibition activities with a new theatre under construction. The new project for this city will have a seating capacity of 400 and Thayer’s present plans indicate that work will be completed and the house will be opened late in May. Two Akron DeLuxers Akron — Two new de luxe theatres are planned here. A $200,000 house seating 1,500 is being built by J. S. Jossey and associates of Cleveland. The other will be built this spring by A. J. Bianchi and associates, who operate the Ohio Theatre, Cuyahoga Falls. McCALMONT HEADS PITT RIALTO Pittsburgh — R. V. McCalmont has been appointed house manager of the Rialto Theatre, Brownsville Road, effective April 1, according to J. H. Taylor, treasurer of Weiland Theatres, Inc. McCalmont has been with this company since its organization in 1920. 62 BOXOFFICE :: April 10, 1937.