Boxoffice (Apr-Jun 1937)

Terminal Theatre Holds Five Previews for Guests New York — One of the most unique theatres in the country was opened here Wednesday after five special previews for 1,500 invited New Yorkers. The multiple “samplings” were necessary because the theatre seats only 242. The house is the Grand Central Theatre, in the heart of the New York railroad terminal of the same name. It is probable that film theatres are destined to become a part of the nation’s leading railroad terminals, considering that the sponsors of the Grand Central house have, architecturally, designed a theatre wdiich is "scientifically” appropriate to the surroundings. Cost is about $100,000. Shows Average One Hour While South station in Boston, the St. Louis terminal and several other stations in the west have film theatres, they are not so luxurious as the Grand Central. The local house is designed not only as a place to kill time between trains but as a restful interlude for the traveler. Even sleeping in the seats will be allowed. The seats are that comfortable. Programs will consist of newsreels, cartoons and other shorts, the average maximum running time being one hour per show. The house opens at 9 a. m. and closes at midnight. Programs will be changed twice weekly, with newsreel “specials” shown as available. Admission is 25 cents at all times. Seat Rows Extra Wide The project was undertaken by a group of business men not heretofore connected with show business, headed by John Sloan, architect and member of the New York racing commission, as president of Grand Central Theatre. Inc. David Dubin, formerly a theatre manager in Chicago, is operating director of the new house. Among the unique features for the comfort of the traveler-patron are an additional six inches of knee space between seats and broad aisles to permit train catchers easy exit. The time is given by illuminated dials on each side of the proscenium. At the back of the auditorium is a lounging nook where one may rest or stand and watch the show. Standing room is provided for 60 persons. Tony Sarg murals decorate the entrance to the auditorium. Philly Dante Opens Philadelphia — The Dante Theatre, Broad and Federal Sts., opened Wednesday night. The house, in the heart of Ji^niiaaeiphia’s “Little Italy,” will show Dotn English-speaking pictures and Italian films. It was built, in the latest design, by Joseph Lombardi and will be operated by A. M. and M. B. Ellis, widely known independent exhibitors. Allen Lewis is the manager. Bob Smeltzer Heft) midAtlantic district manager for Warner with headquarters in Washington, where he is also branch manager, smiles his appreciation on receiving a bonus check as second prize in the district manager awards of the Sears Sales Drive. The donor is Gradwell L. Sears, general sales manager, at the Warner sales convention in New York this week. iCosmo-Sileo Photo). COLUMBIA'S SALES DRIVE SETS RECORD New York — Columbia’s Montague Sweepstakes drive, in honor of Abe Montague, general sales manager, broke all records for billings and collections in its last week, the company announced. Returns received by the home office reveal that the branches went 190 per cent over stipulated quotas. Columbia said all exchanges, in their composite standings, exceeded 125 per cent of their quota for the entire 15-week period of the drive which began January 17 and ended May 1. New Fox Referee Atlantic City, N. J. — A new referee in the pending bankruptcy petition of William Fox, former motion picture magnate, will be appointed following the sudden death on Wednesday of Robert E. Steedle, federal referee in bankruptcy here. The Fox matter had been Steedle’s most important case and he had cited Fox’s wife for contempt of court when she failed to give testimony concerning her husband’s transfer to her of assets listed at $7,000,000. During the depression Steedle was referee in thousands of bankruptcy cases. WARNER HIGHLIGHTS New York — They came and they were conquered. They’re back in their home bailiwicks now, but a more triumphant lot never strode the face of a film exchange floor. Having one’s name spread across the face of one of America’s foremost newspapers is no small accomplishment. Yet that’s the sight that greeted about 200 field men attending the Warner sales meeting early Monday morning when they reached for the Netv York American, quietly reposing against their hotel room doors. The front page had been made over entirely and an 8-column banner screeched “Warner Sales Army Invades New York.” The page was devoted to the names and stories that predicted “a history making year for Warner Bros.” The handicraft of George Dawes, of the home office publicity department, the stunt was a topic of conversation throughout the first day’s session. A ‘tieup” with the American editors turned the trick. Vice-president Jack L. Warner was hustled into the Waldorf with the aroma of salt air still clinging to him. Fresh off the S. S. Virgmia, which brought him from California just in time for Monday’s opening gong, he presented a confused picture. With the enthusiasm of his “boys” running at fever pitch on one side, and the Warner emblem flying over four Broadway show windows simultaneously on the other side, the vice-prexy decided to "call it a day” until he had lunch, which gave him the necessary stimulus to regain his composure. Among theatre operators who attended the conclave were Spyros Skouras, William Powers, Jack Sullivan, Ed Zabel and Aubrey Schenck, all of National Theatres; John J. O’Connor of RKO; John Nolan of the Comerford circuit; Y. Frank Freeman of Paramount and W. G. Van Schmus, managing director of the Radio City Music Hall. Grad Sears, general sales manager, dropped the hint that he wished there were a lot of Searses instead of oiily one. Trying to be in a half dozen places at the same time, shaking multitudinous hands, posing for pictures, making speeches, etc., etc., was part of the problem. All is forgiven, though, because the boys like Sears’ attitude. Here it is: “Motion pictures have become the world’s greatest matrimonial agency. One of the greatest biological services that the modern screen renders to society is that it keeps the world in love with love.” Carl Leserman, Sears’ assistant, promised the boys that Warner will release at least three outstanding productions through each of the summer months. Norman Moray, in charge of Vitaphone shorts, wasn’t to be outdone, so he promised twice the number of outstanding one and tworeelers. Ralph Budd will act as judge. Roy Haines, eastern sales manager, was on the dais this year. He used to be around the floor tables with other branch managers, but says he likes the elevated position better. Sam Sax, head of production of Vita< Continued on next page) 18 BOXOFFICE :: May 15, 1937.