Boxoffice (Apr-Jun 1937)

Chi. Premium Comeback Proving B. 0. Stimulator Chicago — The use of premiums in Chicago is beginning to “click” at the city’s neighborhood boxoffices. When cash giveaways were banned by police order some months ago, exhibitors turned to dishes, silverware, ktichenware, and such other premium items as were offered and which were permitted according to Corporation Counsel ruling. They found, however, that such attractions had paled into almost insignificance in the light of the then only recently discontinued $1,000 “pots” and other large cash prizes, and that the public were alarmingly apathetic to the cup, the spoon or the bar of candy. A fickle public, however, soon forgets, and now, with a higher class of merchandise being offered by the premium distributors than ever before, particularly those on short time deals, the exhibitors are finding very healthy increases in boxoffice receipts on the nights they give them away. The result is that once more the premium men are busy as a hive of bees, and that the showrooms are getting more play than at any time in the last two years or so. Another interesting result of this condition is that the potteries and the glass factories are coming out with merchandise of a much higher calibre set of dishes and of glassware as no one would have thoueht could be sold at such prices are now being disnlayed on advantageous deals and once aeain it anpears that the cycle of business stimulants has veered back to a former course and that healthy stimulation may be had by the use of premiums. HFNRT ELMAN CLOSES TWO MONO. AREAS Chicago — Henri Elman, who just returned from New York, made a deal in the east with W. Ray Johnston, head of the reestablished Monoeram Pictures, whereby Capitol Film Exchanees in Chicago and Indianapolis would become the Monogram exchanges in those two territories. Capitol Film will continue to operate as such, and also will distribute the feature pictures Monogram will produce for the coming season. The Indianapolis branch is now being established. EXPANDS PORTABLE CIRCUIT Kansas City — Lee Allen of Browning, Mo,, who has operated a couole of portable circuits out of that town for some time. Plans on several more in north central Missouri. NOBLESVILLE CHANGE Indianapolis — Harry Vonderschmitt, who operate a circuit of Indiana houses, has taken over the State Theatre in Noblesville, Ind. ED ZORN TO REOPEN BELVIDERE MAJESTIC Pontiac, III. — Edward Zorn, who operates the Crescent Theatre in Pontiac, and the Apollo, Belvidere, 111., has announced that as soon as remodeling work can be effected, he will reopen the Majestic Theatre in Belvidere. Zorn has owned the 600-seat Majestic for several years, but in the interest of the Apollo has kept it closed. He states that now, however, with other interests eyeing the town as a possible new theatre site, he feels it is best to open the house and prevent such possible building and consequent overseating of the town which cannot possibly support three theatres. Zorn is also now set to go ahead with the new theatre building which he has planned in Pontiac, and expects to start actual building operations some time during the month of May. Although the Majestic in Belvidere has been in operatable condition all the time, Zorn will not open it until he has completely redecorated and installed up-todate booth equipment, probable new seating, new screen and other modernizing features. R. O. ROLLER GETS COLLINSVILLE JOB Collinsville, III. — Robert O. Boiler of Kansas City has been retained to prepare plans and specifications for alterations and improvements to the Miners Theatre here which is owned and operated by Sam Komm. The proposed work will include alterations to the foyer and lounges, new electric wiring, etc. Will Build in Clinton Clinton, Ind. — Linton Theatres Co. has announced plans to build a 1,000-seat motion picture theatre on a downtown site acquired here. The new house will replace the Grand. EXCLUSIVE DISTRIBUTORS Entire Middle West SEND US YOUR DATES JEWEL PRODUCTIONS H.Sl S. Wabash CHICAGO Phone! Webster 7237 News in Brief pLANS for a new theatre at Phillips, * Wisconsin, have already been approved, and actual work is to begin this week. The theatre is to be completed in time for opening during the latter part of May. This theatre will be another unit of the George Miner circuit, and associated with Mr. Miner in his new theatre at Phillips are Mr. Lyle Webster and Mr, A. N. Donnellan. Plans call for the latest, most modernistic type of theatre building with seating capacity of about five hundred. The latest and finest equipment obtainable has been purchased for this new theatra, including deluxe AIR-LOC fullupholstered chairs, latest type ULTRAPHONIC SOUND SYSTEM, JEWELL low intensity lamps and rectifiers, SIMPLEX projectors, etc. All of this equipment was purchased from CINEMA SUPPLIES, INC. Hannah, North Dakota, is to have a new moving picture house scheduled to open on April 15th. Mr. W. 1. Ptlaum has bought the highest quality equipment for this beautiful theatre from CINEMA SUPPLIES, INC. Work on the new Avalon Theatre, Minneapolis, is progressing rapidly. AIR-LOC full-upholstered seats have been scheduled tor this theatre, delivery to be made on May 1st by CINEMA SUPPLIES, INC. The new State Theatre at Lake Mills, Iowa, opens April 15th. This theatre will be one of the finest in northern Iowa, and will include the latest ULTRAPHONE JEWELL Sound System together with Jewell lamps in the projection room, and the famous AIR-LOC lull-upholstered seats, all of which is furnished by CINEMA SUPPLIES, INC. — Adv. 64 BOXOFTICE :: April 10, 1937.