Boxoffice (Apr-Jun 1948)

Public Cooperation By Theatres Gains SAN FRANCISCO^“Exhibitors are feeling an increasing realization of their responsibilities to the community but theatres must be utilized, as an even greater power for community good,” Irving M. Levin, district manager for San Francisco Theatres, Inc., told a discussion group at the Jewish commrmity center recently. “It is a sobering resiponsibility to realize that for every one person attending church each week there are five Who patronize theatres,” he said. “Thus, judging by niunerical values alone, the movies are definitely serving the public, but we are attempting to create a feeling of public service as well as presenting entertainment.” He said theatres often do too little for the public, but that much of the exhibitor’s indifference to public relations is disappearing. He cited the wartime collections and war bond sales as setting the pattern of procedure. “We have found a most gratifying response from the community when we have cooperated in special events,” said Levin, “working with the PTA in altering programs for children’s matinees: cooperating with local merchants with free Christmas parties for children, and fimctioning with patriotic groups have all proved that special attractions serve all parties in mutual advantage.” Menlo Park Guild Now Foreign Film Theatre MENLO PARK, CALIF. — The 300-seat Guild Theatre, formerly the Menlo, has been reopened here by Westside Theatres as a showcase for British and foreign language pictures. Admission price is 90 cents. Appeal is being made oniy to adult patronage. No popcorn or candy is sold. The Guild went into operation this week with the British production, “This Happy Breed.” Hal Honore, district manager of the Mayfield-Menlo Amusement Co., a unit of West side Theatres, is supervising the operation. Mrs. Marjorie Gray is house manager. The theatre has been completely rebuilt. Extensive use of tile and chrome was made in remodeling the front. Inside there are new drapes and carpets, seats and new sound equipment. Honore has announced appointment of Robert Winslow as manager of the Park here and Alan Baldwin as manager of the Mayfield in Palo Alto. Both managers are law students at Stanford university. Vaudeville Back in Frisco For Three Days a Week SAN FRANCISCO — Stage shows will return to San Francisco three days a week at the Downtown Theatre beginning April 9. Shows will be presented Friday, Saturday and Sunday and will consist of five acts of vaudeville plus a feature picture. The rest of the week the theatre will continue its present policy of subsequent runs with daily changes. San Francisco has been without vaudeville since the Golden Gate Theatre discontinued its offerings last month. The Downtown is operated by the Blumenfeld circuit and Irving Ackerman. PHOENIX ^he Fox enjoyed a banner run last week with “Gentleman’s Agreement,” and reported the best Monday and Tuesday business of the year . . . The Tucson Fox broke all regular-rim records with the picture. The local Fox was visited last week by George Bowser, divisional manager of Fox West Coast Theatres, who checked in with Paul Scherer, film buyer; John Healy, assistant to Bowser, and statistician John Hodges. 'The Bowser entourage is making a two months’ tour of Fox theatres in Milwaukee, Detroit, Philadelphia, St. Louis and Denver. Perry Lieber, RKO publicity chief, was on hand for the world premiere here of “Port Apache.” Lieber was accompanied by Milt Howe of the RKO publicity staff . . . The Lew King kiddy show at the Rialto has been moved back to April 10 . . . Hank Squire, 20th-Pox publicity man and former sports editor of the Tucson Citizen, is a recent father . . . Harry Nace jr., Paramount-Nace head, is back in town after trek to the coast with Chet Murphy for a look at baseball talent. Deal in the making for a big outdoor show here next month for the benefit of St. Joseph’s hospital. Talent is expected to include Bing Crosby and Mickey Rooney, with the affair being held at the Phoenix Municipal stadium. Ricky LaRicos, husband of Fifi D’orsey, is handling arrangements. The Vista took quick advantage of the Academy awards by bringing back “Miracle on 34th Street,” \^ieh won an Oscar for Edmund Gwenn as the best supporting actor. Coupled with a former Academy winner, “Song of Bernadette,” the bill played to lusty returns during Holy week. 'The twin bill ran more than four hours, which cut the niunber of shows to three a day, but the payoff was well worth it. Gene Hollis, Vista manager, helped his cause along by BOOST CHURCH DRIVE— Heading the annual drive to raise money for the Portland Council of Churches, Jack Matlack, assistant to the president of J. J. Parker Theatres, is shown with Graham Kisslingbury (right), western publicity representative for the Universal-International studio. Kisslingbury was in Portland on promotion for “The Naked City.” A photo of the late J. J. Parker, founder of Oregon’s largest independent theatre circuit, looks approvingly over Matlack’s shoulder. inserting a teaser ad on “Bernadette” in the Arizona Times. The ad called for readers to call the Vista if they could identify a certain actress (Jennifer Jones) and the calls came in by the hundreds. The Azteca Theatre ran a three-day weekend stage show featuring Rambhn’ Tommy Scott and four additional acts . . . Press of business kept Gene Autry from appearing at the Fox Saturday morning for the weekly kiddy stage show . . . Winner of the trip to Hollywood and title of queen of the Mesa “Rawhide Roundup” was Billie Hansen. The Fox is helping the local safety campaign by running a 30-second trailer at each performance, pointing up safety precautions. Shorts bear such titles as “Three Cs of Safety,” “Kitchen Casualties” and “Caution with Pets.” Twenty of the trailers were previewed at a special showing last week for members of the local police, the Soroptimist club, and the Junior and Senior Chambers of Commerce. Plans call for additional trailers to be turned out at an early date. Dresses worn by Lana Turner and Greer Garson in recent motion pictures and a dress and hat designed by Adrian of Hollywood will be auctioned off April 3 as part of the Desert Gayeties program to raise funds for the new St. Joseph’s hospital. The goal is $4,500,000. Tom Fitzwater and J. Robert Bruns of the Phoenix Chamber of Commerce did yeoman work in getting the Apache Indians to Phoenix for the premiere of “Fort Apache” . . . The Fox brought in “A Double Life” following the run of “Gentleman’s Agreement” — two Academy award films in succession . . . Dick Smith and Clyde Griffin of the Fox are still congratulating themselves on some very timely bookings. John Terrill Is Doubling Orosi Theatre Capacity OROSI, CALIF. — Capacity of the Orosi Theatre will be doubled by a remodeling program scheduled to be finished in May, according to John L. Terrill, owner. A 50-foot section is being added to the building, 60 new rocking-chair loge seats are being installed, the aisles widened, and the men’s and women’s rooms enlarged and rebuilt. Terrill also will install a larger screen. The theatre was built three years ago but the expanding population here has made it inadequate for the community. Terrill also has plans to build a new theatre in Cutler but lacks federal authority to proceed. Fire Destroys Seats FORTUNA, CALIF. — Ten seats in the loge section of the Fortuna Theatre were damaged by fire which developed from a smoldering cigaret. The destroyed seats, plus a hole in the floor resulting from the blaze, will cost about $250 to repair. Manager Raymond Jensen said. Conduct Fire Drills tn Theatre QUINCY, CALIF. — Fire drills are being conducted in the theatre here through the cooperation of the PTA, fire chief and theatre management. The drills are conducted for children on Saturdays. BOXOFFICE :: April 3, 1948 58C