Boxoffice (Apr-Jun 1937)

Kuijkendall Urges Heavij Selling of Average Films NEW QUALITY SCREEN MONTHLY ANNOUNCED New York — A quality screen monthly, Cinema Arts, aimed at “a discriminating class of readers who appreciate the growing art of the cinema,” will appear early in June on newsstands throughout the country. The new periodical, in Fortune size, will sell for 50 cents and will be edited by Paul F. Husserl, formerly managing editor of ‘‘The March of Time,” according to President Albert Griffith-Grey of Cinema Arts Co. Griffith-Grey, a brother of David Wark Griffith and a former vice-president of United Artists, has also announced an extensive advertising program to be handled by Kelly, Nason & Winsten. E. A. Tropp is executive vice-president and general manager of the new publication. Bernard Palmedo is circulation manager. Contributors to the opening issue include Benjamin de Casseres, Homer Croy, Reuben Mamoulian, Richard Watts jr., Irene Kuhn, Eugene Walter, Jim Tully, Norman Anthony. CANADIAN THEATRES REACH 1,089 TOTAL New York — Canada’s 1,089 theatres contain a total seating capacity of 603,346 in 659 towns with a total population of 5,026,799, according to the theatre directory issued this month by the Canadian Film Board of Trade. Detailed information by distribution centers: No. No. Center of Towns Top. Tli’res Cap’ety Calffarv, Alta !(!:> 29G,077 186 5.S,864 Montreal, (Jiie 8.8 1,483,482 176 119,000 Saint ,Iohn. N. B 70 406,1.50 102 58,181 Toronto, Out 156 1,989,805 3.88 237,164 Vaneoiiver, B. C. ... 51 468,196 94 .57,016 Winnipeg, Man 184 489,639 193 78,171 Totals 6-59 5,026,799 1,089 603,346 LETTERS FROM READERS Box Office, 4701 East 9th Street. Kansas City, Mo., Gentlemen : I own and operate a chain of 11 theatres in Indian-i and Ohio, and have been in business for a period of twenty years but have never seen anything like it in all my experiences. f booked the picture entitled “Body of Beautiful" produced by S. S. Millard, to open on April i:Uh for a period of 4 days at the Riley Theatre, Fort Wayne, Ind., which has a population of 122,000. On account of the immense crowds w^e were having we were unable to accommodate them during these four days and I was forced to hold this picture over for an additional 15 days, playing only from Monday through Friday. I had to use my regular shows on Saturday and Sunday on account of the Children, and start over on Monday again. For your information or any other exhibitor I have had nothing but praises from the city and civic organizations. I played to a total of 37,607 people at the Riley Theatre, which has a seating capacity of 700, which I believe is a record established in Fort Wayne, Indiana. I surely hope that the Hollywood Movie Center will send more attraction as “Body of Beautiful" produced by S. S. Millard. Very truly yours, (Signed) Peter Mailers 20th-Fox Meet Sets Attendance Record New York — Setting an attendance record for industry sales conventions, more than 800 representatives of 20th CenturyFox enterprises, including the National Theatres division, are expected to be on hand when the opening gavel falls on the company’s annual sales meeting in Los Angeles on Monday. The sessions will terminate on Thursday. Opening with an address of welcome by John D. Clark, general manager of distribution, the program will be devoted the opening day to conferences on the Outdoor series. Movietone News and short subjects. Features of Monday’s sessions will be distribution of awards to winners in the fourth annual S. R. Kent drive and announcement of Educational’s program of short subjects to be made by E. W. Hammons, president. Product Lineup Monday Production discussions, including announcement of the 1937-38 program, will be held on Tuesday, with Darryl F. Zanuck, vice-president in charge of production, and Col. Jason Joy, studio public relations director, among the speakers. Distribution will occupy the convention Wednesday, with an explanation of policies and other matters by Joseph M. Schenck, chairman of the board; Sidney R. Kent, president, and Clark. Charles E. McCarthy, advertising and publicity head, and Harry Brand, west coast publicity chief, will talk on advertising, publicity and exploitation plans for the new season. Sessions End Thursday The sessions are scheduled to wind up Thursday with a visit to Movietone City where the delegates will see the studios in action, and the usual convention-end festivities. Four special trains this week transported the representatives to the coast from all sections of the country. The eastern delegation of 175, including home office men, was due to leave on the return trip Friday morning, arriving in New York Tuesday, June 8. LOEW DIVIDEND TOTAL REACHES $5.50 SHARE New York — Loew’s, Inc., dividend distribution so far for the current fiscal year totals $5.50 a share. This includes the $1.50 extra dividend and 50 cents regular quarterly distribution announced late last week, representing a melon of some $3,200,000 to stockholders. Columbus, Miss. — “As good exhibitors we must use every bit of energy and ingenuity at our command to bolster up the ‘average’ pictures,” Ed Kuykendall, MPTOA president, said here in commenting on the editorial, “The Forgotten Pictures,” by Ben Shlyen in Boxoffice for May 15. “Most of the average pictures,” Mr. Kuykendall continued, “are good entertainment, and they should be sold as such. All cannot be specials.” The MPTOA head admitted that “it is regrettable, but true, that the average theatre manager lets down and lessens his selling efforts when he finds one of the so-called ‘B’ pictures coming along, when, above all other times, it is then necessary to put out special effort.” Contending also that exhibitors should pay more attention to the exploitation of the “newer stars” and to timely pictures with lesser-known stars Mr. Kuykendall said that it is good theatre insurance for the future. “The older established stars are losing their attraction value with each picture,” he reminded, “and the younger generation of patrons are demanding more and more the type of stars that represent the modes of today. We must not forget that a large percentage of today’s patrons is this younger generation.” Pointing to another “weak link” in exhibition policy, Mr. Kuykendall termed it the “method of asking the same admission for all types, the good and the bad. I am sure the day is rapidly coming,” he said, “when we shall see pictures made for different admission prices, and even for different classes of patronage.” Star Club Rein Albany — Formation of film star clubs without the consent of the stars is prohibited by a new state law. For More Efficient — More Economical Air Washing The finer the spray the cooler the theatre. Marley spray nozzles wash air more thoroughly because they provide a finer, more uniform spray. They reduce costs because they operate efficiently under low pressures. These nozzles machined internally — equipped with remo^■ahle base plugs — made in all caiiacities. Wr'te for literature and free sample. THE MARl.EY rOMPANY 1915 Walnut St. Kansas City, Mo. MARLEY PATENTED SPRAY NOZZLES BOXOrnCE ;; May 29, 1937. 67