Boxoffice (Apr-Jun 1961)

Page scan 000622 from Boxoffice

Record Details:

Title:
Boxoffice
Date:
Apr-Jun 1961
Publisher:
New York, Boxoffice
Volume:
Boxoffice (Apr-Jun 1961)
Leaf #:
000622
Language:
English
Collection:
Hollywood Studio System
Format:
Periodicals
Contributor:
Media History Digital Library
Sponsor:
Media History Digital Library
Coordinator:
Media History Digital Library
Description:
BOXOFFICE was the leading American exhibitor trade paper of the post-World War II era. But the publication had modest beginnings. In 1920, Ben Shlyen founded the paper, orginally titled THE REEL JOURNAL, in an office located in Kansas City's Film Row district. Like other regional exhibitor publications, THE REEL JOURNAL focused its attention on the local -- in this case, KC and the nearby territories that the city's distribution exchanges served. By the end of the 1920s, however, Shlyen had acquired or founded several more small exhibitor papers serving other US markets. In 1932, their titles all changed to BOXOFFICE, though they continued to be published in regional editions for decades to follow. -- Eric Hoyt, 2015
Date Added:
June 06, 2024
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(Q.) When SHOWMEN want to aquaint the public with the superiority of Motion Picture y Entertainment... MOTION PICTURE DAILY “Operation Big Screen,” a new project in showmanship designed to acquaint the public with the superiority of the visual entertainment available only in motion picture theatres, was announced yesterday by Theatre Owners of America. Albert M. Pickus, TOA president, said that the first of what he expects will soon be a monthly series of screen trailers citing the great advantage of big screen motion picture entertainment, will be offered, without charge, to all the nation’s theatres in early May. “We exhibitors,” Pickus said, “have long felt that we have not been taking full advantage of our screens to emphasize that the huge picture, the sharp definitions, the magnificent color, and the superb stereophonic sound to be found in theatres, particularly on the big spectacle films, can never be equalled by any other media.” Trailer Best Way “After study and conversations with leaders in our industry, we concluded that a short trailer stressing the superiority of theatre presentation would be the simplest and most effective means of portraying this message. We believe that today’s big quality pictures must be seen in a motion picture theatre for maximum entertainment value, and that by utilizing scenes from these major pictures, we could dramatically and concisely point this out. “The trailer program will also emphasize to the public that they can obtain the greatest impact from new movies, by seeing them In the medium for which they were produced — namely — the motion picture theatre.” WHAT MEDIUM ( DO THEY USE? '^TRAILERS ...of course! They’re the Showman's most EFFECTIVE advertising medium... and most ECONOMICAL, too! nmionfu, \ Vte€/l service ( J PO/gf BQ8Y Of JHt MDUi M