Boxoffice (Apr-Jun 1948)

Talent Show at Dixie Has Surprise Star MIAMI— The Dixie, a Bernstein theatre, has been deluged with telephone calls as the result of its latest Sid Franklyn Talent show, a stage presentation each Siuiday evening. Each of these shows features a surprise guest star, the latest being Emile Boreo who, to quote Nat Bernstein, “practically tore down the house.” Simday’s attendance beat all previous records, and Monday’s telephone calls did, too, everyone wanting to know who the guest star would be for next week. The winner of each week’s talent show receives as a prize a week’s engagement at a local club. The Bernsteins have a very large-scale promotion scheme in the offing. A special trip has been made here by Joe Berenson of the National Advertising Co. of Chicago, and a tiein has been arranged between the Dixie and 19 important merchants of Greater Miami. Their names appear both in the theatre’s lobby and on the screen. Numbered coupons have been printed and will be given away by the participating merchants with purchases made in their stores. A large local dairy will distribute coupons with its milk deliveries. These coupons may be deposited in a container which will be placed in the Dixie’s lobby. On the date that the drawing is made. May 27, coupons will be given theatre patrons also. The prize is a radiophonograph. The usual screen fare will be offered and the drawing will be made on stage at 8:30 p. m. The winner must be in the theatre at that time. The crowd is expected to bulge out the walls. The Dixie is owned by Nat Bernstein and his son Robert. George Wendhal is the manager. Double features are shown at this house, the current showing being “Wonder Man” with Danny Kaye, and “Strange Impersonation,” with William Gargan and Brenda Marshall. City Lifts 'Mom and Dad' Ban After a Preview MONTGOMERY — Two years ago, “Mom and Dad” was booked for a showing at the local city auditorium. After handbills and other publicity had gotten out the city authorities banned the picture. The Rogers Theatre is now showing “Mom and Dad” for two weeks. This theatre got around the ban by having a preview for the city commission, ministers, the press, school authorities, and other civic personages. This group endorsed the picture unanimously after seeing the preview. Each night many people have been turned away for lack of seats. Plug 'Northside' by Phone INVERNESS, FLA.— “Call Northside 777” was advertised in a novel manner by the Valerie Theatre. The manager picked at random numbers from the phone book. If the party called answered by saying “Are you calling Northside 777,” free tickets to see the show were given. Rogers Redecorated MONTGOMERY — The Rogers Theatre has been redecorated and its marquee repainted. Opens Capstone Theatre ALBERTA CITY, ALA.— Harry G. Willoughby of the Hueytown Theatre, Hueytown, opened his Capstone Theatre here May 7. A ceremony for the opening included the commissioner of public safety cutting the proverbial ribbon, free candy bars for children, cigars for men and cosmetics for women. The house is fully air conditioned, has Motiograph sound and projection equipment and an adjoining parking lot for 250 cars. Burglars Fail at Surf MIAMI BEACH — Thieves made an unsuccessful attempt to break into the safe at the Surf Theatre. Entrance to the theatre was gained sometime between midnight and daybreak by knocking a steel panel from a rear door. The knob was knocked off the safe before the burglars were frightened away. 12 Stores in Montgomery Tie-Up on Quiz Show MONTGOMERY, ALA. — Montgomery’s lone independent theatre, the Rogers, has worked out a co-op plan with 12 of the city’s business firms for a stage quiz show modeled after radio quiz shows. The contestants are members of the theatre audience. The quiz takes place each Wednesday night from May 5 through June 9. In order to be eligible to participate a person must obtain a special ticket from one of the 12 cooperating firms. These tickets are free. The only other requirement is that the person attend the theatre at the time of the quiz. The contestant is chosen by drawing. One question is asked. It is relatively simple, but if the contestant is unable to answer it, another is chosen. The winner is awarded an Admiral radio each week. IN THE LARGER METROPOLITAN NEIGHBORHOOD IN SMALL THEATRES Pictured (left) is the palatial Mexican Teatro Juarez, one of the world’s finer theatres using DeVry "12000 Series” theatre equipment to faithfully present the producer’s finest. Study this sturdy projector pair pictured in the New Era Theatre’s tidy booth. Then realize that whether you are a metropolitan exhibitor or a neighborhood operator, you can now afford perfection in projection with DeVry’s "12000 Series” theatre equipment. THEATRES DeVrys are building audience satisfaction in theatres like the popular New Era at Harvey, III. ..IS HELPING EXHIBITORS BUILD “BOX OFFICE” In the display room of your theatre supply dealer ... in the projection booths of many of the world’s finer theatres ... and in a daily increasing number of model drive-ins you can see DeVry "12000 Series" projectors and amplifiers, and DeVry in-car speakers, in action. ARKANSAS ■ TENNESSEE ALABAMA MISSISSIPPI Tri-State Theatre Service 318 South Second Street Memphis 3, Tennessee Telephone: 5-8240 ALBANY. GEORGIA CHARLOTTE 2, NO. CAR. Theatre Equipment Company 220 South Poplar Street Telephone: 2-2722 TAMPA 1. FLORIDA FOR THE PERFECT SHOW Indoors or Out Dixie Theatre Ser. & Sup. Co. 1014 North Slappey Drive Telephone: 3431 or Res. 2015 United Thea. Sup. Corp. 110 Franklin Street Telephone: M-3045 BOXOFFICE : : May 8, 1948 113