Boxoffice (Apr-Jun 1939)

Revivals, in Double Doses, at United Artists and Cinema By H. P. REVES Detroit — Two major changes in theatre policy are in effect which, with the recent price change at the Adams, and the expected dropping of stage shows at the Fox, will radically alter the setup of the principal downtown houses. The latest change is the adoption of a double bill revival policy at the United Artists and the Cinema. The United Artists change is the more significant of the two, inasmuch as this house, since its opening some ten years ago, has been the outstanding quality film house here, never offering double bills, and nearly always getting the preferred pictures of those booked through the extensive buying power of the United Detroit circuit. Present policy is to play revivals, probably only for the summer months, and it was decided to make this a double bill policy, inasmuch as it was felt a single revival would not have enough drawing power to keep the house in the black. The launcher is “San Francisco” and “The Champ.” At the Cinema, a 450-seat house normally playing foreign films, the revival policy is combined with a drop in prices from 55 to 40 cents for weekends, making the top rate 40 cents all week. Few for eign films of suitable merit are available for booking until next fall, Manager Max Zala said. The opening bill is “Mayerling” and “Secret Agent,” followed by “Mr. Deeds Goes to Town” and “It Happened One Night,” and then by “Zola” and “Modern Times.” The Cinema will change bills three to four times a week. Zala expressed himself in favor of daily changes, as is the practice in some Broadway revival houses, but pointed out this offered considerable difficulty from the promotion and publicity angles. This marks the first time that any downtown house has been definitely committed to the revival policy here. The Belmont, a Sam Brown house managed by A. Milo DeHaven, has been making a success of revivals for several years in the suburb of Highland Park, and a new theatre downtown, to follow a similar policy, has been announced by the Brown circuit. General sentiment of exhibitors around Detroit has been strongly against revivals, particularly reissues, on the ground that styles change so rapidly that performances of several years ago often seems absurd to today’s audiences. The new policy, however, is designed to prove there is a limited market for intelligently chosen revival bills in a few houses. CLEVELAND OCHS, long connected wtih the Liberty Theatre here, has been appointed manager of the Mt. Union in Alliance . . . Ben Stahl, former manager of the Medina Theatre, Medina, succeeds Ochs at the Liberty . . . The Medina now is Schineoperated. John Coyne, M-G-M booker, received his discharge from Charity Hospital and is back at his regular job . . . “Buck” Stoner, Metro salesman, is doctoring for an ear infection. Ohio bow June 2 in Dayton where it will ope?i ivith a reserved seat policy. Harry Goldberg, national advertising head of Warner’s theatre department, held two regional meetings last week in this territory, to discuss exploitation plans for “Juarez.” One meeting was held in Cleveland, the other in Columbus. Jane Meisel, secretary to Warner’s exploitation chief, Sid Dannenberg , is sailing June 14 for a vacation to Bermuda. Nat I. Walken, owner of the Grand and State theatres in Salem, was operated on last week for appendicitis. At last report, he was doing nicely. “ Goodbye Mr. Chips,” about which M-G-M is rightfully boasting, makes its A Sure-Fire Box-Office Title and a Mystery Drama With Lots of Thrills "MURDER IS NEWS" with JOHN CALLA DUET and IRIS MEREDITH Now Booking Big Feature Rights Exchanges, Inc. Jack Steinberg, Youngstown exhibitor in town recently, doesn’t mind saying that business down his way is, to put it mildly, at a standstill . . . Mrs. Georgia Moffett, secretary of the Variety Club, is back from an extended trip to Florida and Washington, D. C. W. N. Skirball has closed a contract with the local 20 th Century-Fox exchange for its entire 1939-40 product . . . Arthur Spaeth, film editor of The News, will represent Cleveland at the big 20 th-Fox celebration in Springfield, III., for the premiere of “ Young Mr. Lincoln.” George Roberts, district manager and I. J. Schmertz, branch manager of 20th-Fox, were in New York last week consulting home office officials on sales and contract policies. Akron exhibitors are holding a series of meetings in an effort to get unanimous RKO Fair Visitor— J. E. Stocker, Myrtle Theatre, Detroit, relaxes in the RKO Radio New York World’s Fair lounge after taking in the exposition. Salesmen Come Through For UA's Bert Stearn Cleveland — Bert Stearn, United Artists district manager, is proud of the sales record made by the boys in his territory. Out of 14 honor salesmen chosen from all United Artists offices who received bonuses for having sold 100 per cent of their possibilities, six are in Steam’s district. Cleveland’s 100 per cent men are Lou Geiger and Jim Hendel. The Cincinnati office contributed Irving Sochim. Elmer Donnelly is Indianapolis’ honor man, and in Pittsburgh, Harry Reese and Jim Nash take top place. UA has announced that in the current drive, the central division, which includes Steam’s district, is in the lead. And, within the district, Cleveland is in first place in distribution, while Cincinnati leads in dates played and money earned. Steam announces the drive period is being extended to June 30. action in the elimination of double features for at least one change a week . . . Cleveland independent West Side exhibitors, after a series of meetings, failed to get together on a single feature policy, according to reliable information. Cleveland friends of Harry Reinhart, Canton theatre owner, are growing weary waiting for him to bring up the color film he made of his recent trip to California and Hawaii . . . And speaking of homemade pictures, what’s become of those Sam Gomel took of the recent Republic convention in New York . . . Lou Walters, manager of National Theatre Supply Co., is enthusiastic over the new home he just bought out in Lakewood . . . Warners have installed the latest RCA sound equipment in their screen room. Raymond Schmertz, only son of I. J. and Mrs. Schmertz, was married last Sunday to Miss Lois Wolf of this city at Wade Park Manor. 90 BOXOFFICE :: May 27, 1939