Boxoffice (Jan-Mar 1961)

THE NATIONAL FILM WEEKLY Published in Nine Sectional Editions BEN SHLYEN Editor-in-Chief and Publisher DONALD M. MERSEREAU, Associate Publisher & General Manager NATHAN COHEN. .Executive Editor JESSE SHLYEN. .. .Managing Editor HUGH FRAZE Field Editor AL STEEN Eastern Editor IVAN SPEAR Western Editor I. L. THATCHER .. Equipment Editor MORRIS SCHLOZMAN Business Mgr. Publication Offices: 825 Van Brunt Blvd. Kansas City 24, Mo. Nathan Cohen. Executive Editor ; Jesse Sblyen, Managing Editor; Morris Schlozman, Business Manager: Hugh Erase, Field Editor; I. L. Thatcher, Editor Ttie Modem Ttieatre Section. Telephone CHestnut 1-7777. Editorial Offices: 45 Rockefeller Plaza, New York 20, N. Y. Donald M. Mersereau. Associate Publisher & General Manager; A1 Steen, Eastern Editor; Carl Mos, Equipment Advertising. Telephone COlumbus 5-6370. Central Offices: Editorial — 920 N. Michigan Ave., Chicago 11, HI., Frances B. Clow, Telephone Superior 7-3972. Advertising— 59 East Van Buren, Louis Didier and Jack Broderick, Telephone WAbash 2-2334. Western Offices: Editorial and Film Advertising— 6404 Hollywood Blvd., Hollywood 28, Calif. Ivan Spear, manager, Telephone HOUywood 5-1186. Equipment and Non-Film Advertising-— 672 S. Lafayette Park, Los Angeles, Calif. Bob Wettstein, manager. Telephone DUnkirk 8-2286. London Office: Anthony Gruner, 1 Woodberry Way, Finchley, No. 12. Telephone Hillside 6733. The MODERN THEATRE Section Is Included in the first issue of each month. Atlanta: Martha Chandler, 191 Walton NW Albany: J. S. Conners, 140 State St. Baltimore: George Browning, Stanley Thea. Charlotte: Blanche Carr, 301 S. Church Cincinnati: Frances Hanford, UNniversity 17180. Cleveland: W. Ward Marsh, Plain Dealer. Columbus: Fred Oestreicher, 52% W. North Broadway. Dallas: Mable Guinan, 5927 Winton. Denver: Bruce Marshall. 2881 S. Cherry Way. Des Moines: Russ Schoch, Register-Tribune Detroit: H. F. Reves, 906 Fox Theatre Bldg., WOodward 2-1144. Hartford: Allen M. Widem, CH 9-8211. Jacksonville: Robert Cornwall, 1199 Edgewood Ave. Memphis: Null Adams, 707 Spring St. Miami: Martha Lummus, 622 N.E. 98 St. Milwaukee: Wm. Nichol, 2251 S. Layton. Minneapolis: Don Lyons, 72 Glenwood. New Orleans: Mrs. Jack Auslet, 2268% St. Claude Ave. Oklahoma City: Sam Brunk, 3416 N. Virginia. Omaha: Irving Baker, 911 N. 51st St. Pittsburgh: R. F. Klingensraith, 516 Jeanette, Wilkinsburg, CHurchill 1-2809. Portland. Ore. : Arnold Marks, Journal. Providence: Wm. Trambukis, Loew’s State. St. Louis: Joe & Joan Pollack, 7335 Shaftsbury, University City, PA 5-7181. Salt Lake City: H. Pearson, Deseret News. San Francisco: Dolores Barusch, 25 Taylor St., ORdway 3-4813; Advertising: Jerry Nowell, 355 Stockton St., YUkon 29537. Washington: Charles Hurley, 306 H. St. N. W. In Canada Montreal: Room 314, 625 Belmont St., Jules Larochelle. St. John: 43 Waterloo, Sam Babb. Toronto: 2675 Bayvlew Ave. Willowdale, Ont. W. Gladish. Vancouver: 411 Lyric Theatre Bldg. 751 Granville St. , Jack Droy. Winnipeg: 300 New Hargraves Bldg., Kenneth Beach. Member Audit Bureau of Circulations Second Class postage paid at Kansas City, Mo. Sectional Edition, $3.00 per year. National Edition, $7.50. FEBRUARY 2 7, 1961 Vol. 78 No. 19 GOING THE RIGHT WAY UR OBSERVATION of a few weeks ago that “the pendulum is swinging back” is being borne out from a variety of directions. First, there is strong evidence at theatre boxoffices that motion pictures generally are regaining their attraction value with the public; second, that good family type pictures again are taking hold — and how; and, third, but not least, that the swing away from television sets to moviegoing is gaining pace. There is encouragement in all three areas, each of which embraces other significant factors, that a momentum is being built up to make 1961 a peak year in theatre attendance. The start, beginning last Christmas, was exceptionally good and the fact that it is being sustained, despite adverse weather conditions, certainly augurs well. While criticism of certain types of films still is being leveled at the industry, with generalizations that are unfair, evidences are building up of positive approaches that will much more rapidly cure the cause of complaint. More and more newspapers, religious orders and other groups are advocating patronage of the “better” pictures — those dealing with wholesome subject matter — instead of laying emphasis on punitive action that calls for “abstention from attendance” for the types that have been the targets of their attacks. Since it was the lack of sufficient patronage for the so-called family pictures that pushed them into the background, it seems patent that their output would be increased if the demand is backed with adequate support at theatre boxoffices. As so often has been stated, the public indicates its likes by what it will pay to see. Pertinent and significant is the comment by Janet Kern, radio-TV columnist for the Chicago American, made after noting the lineup in front of the Pickwick Theatre in suburban Park Ridge: “As I drove by, the block presided over by the theatre looked to a casual observer as though a mob scene were in progress. Lines of customers extended the full length of the block and then some. There were hundreds of men, women and children ... a line the like of which I haven’t seen in front of a movie house since Orphan Annie’s Sandy was a pup ! This patient line was standing, in the cold, harsh wind, at precisely the Sunday evening time when the Shirley Temple show, Lassie, Dennis the Menace, Maverick, Ed Sullivan, National Velvet and such ‘family shows’ were being offered by the various TV networks. It speaks badly for TV’s present quality and appeal that so many people were willing to desert the warmth and convenience of their homes, on a high-budget-show Sunday night, to stand in a cold, windblown line in front of a movie theatre. Conversely, of course, it speaks well for the movie industry, which can turn out a picture like ‘Swiss Family Robinson.’ Here, perhaps, is a moral which TV-ers, and would-be government TV overseers would do well to study. It seems obvious that when mediocrity in the comfort of the home must face the competition of alluring fare outside the home, neither wind nor cold nor inconvenience will stay the customers from the better product. When TV attracts and holds the public with substandard stupidities, it is only because movies, book publishers, game manufacturers, etc., are offering nothing better by way of competition.” The high volume of patronage that the Walt Disney production drew at Park Ridge at prime Sunday evening time and in competition with some of TV’s highest rating shows is heartening. It is but one of many such examples in the exhibition record of this fine film, giving concrete proof of the attraction power that motion pictures can and do have over their strongest competition, as a number of other films are proving. Of course, one picture doesn’t make a season any more than one swallow makes a summer. But, it might be well to bear in mind that, just as one picture started a cycle and trend in what some have called going “the wrong way,” so can a single picture start a trend in “the right direction.” Producers can supply the vehicles, but the public has to lead the way. ★ ★ Where There's a Will— When a community gives its backing, a small town need not be theatreless. That is well brought out in the novel way a closed theatre in Grant, Neb., was reopened and is being profitably operated, as reported elsewhere in this issue. The interest taken in this project by several merchants, the town’s newspaper and the eager participation in its operation by a group of teenagers, “brought a gay touch to the main street . . . and smiles to the merchants’ faces.” Noteworthy, also, is the fact that only familytype pictures are being shown, with business much better than before, according to Mrs. Maxine Erickson, the manager. Perhaps the example shown in this instance can be duplicated in many other “dark” towns.