Boxoffice (Jan-Mar 1962)

Trans-Lux Will Invest ST. PAULITES BET ON FUTURE OF NEIGHBORHOOD HOUSE Find Novel Way to Play Top' Feature At Time When Patron Wants to See It $2,800,000 in Projects NEW YORK — Investments totaling a record $2,800,000 in major entertainment projects in 1962 will be made by TransLux Corp., it was announced last week by Richard Brandt, president of the company’s entertainment division, at a press conference. Four separate major branches of the company — Theatres, Independent D i stributing, Television, and Television Affiliates Corp. (TAC) — will participate actively in Trans-Lux’s “Power Program for 1962,” Brandt said. The erection of a new theatre, to be known as the Trans-Lux East, will be one of the major projects, Thomas E. Rodgers, T-L vice-president, reported. The theatre, under construction at 58th street and Third avenue, will have 600 seats and is expected to be completed this fall at a cost of more than $500,000. Architect Drew Eberson is the designer. The company now operates ten theatres (nine of them first run and one newsreel house) here, in Boston, Philadelphia, Washington and Detroit. Rodgers said that Trans -Lux hopes to acquire or build other theatres in major cities. Trans-Lux Distributing will launch its “most ambitious program,” Ed R. Svigals, vice-president of that branch, reported. Three major films being prepared for release in 1962 are “Horror Hotel” from England, “La Morte de Belle” from France, and “A Stranger Knocks” from Denmark. He said that T-L has achieved a depth of distribution in areas that had heretofore not accepted a foreign film, mainly in the southern and midwestern states. For T-L’s current release, “The Head,” he forecasts a distributor’s gross of $750,000 from a minimum of 5,000 theatres. He said expenditures on promotion of releases would be increased. Operations of Television Affiliates Corp. were summed up for the past six months by Robert Weisberg, TAC vice-president, and its 1962 library of 100 programs announced. About $1,750,000 will be invested in the production of new programs for 1962 and 1963, Richard Carlton, Trans-Lux Television vice-president, reported. Norman Taurog to Direct Third Presley Feature HOLLYWOOD— For the third time, Norman Taurog will handle director chores on an Elvis Presley picture, with announcement that he has been signed by producer Hal Wallis to helm “Gumbo Ya-Ya,” romantic comedy with music to be filmed in New Orleans this spring. The assignment reunites the star-producer-director trio which made Paramount’s “Blue Hawaii” and “G.I. Blues.” Taurog heads an advance unit which left Hollywood to scout locations in New Orleans and several Gulf Coast settings. “Gumbo Ya-Ya” was scripted by Edward Anhalt from a story by Allen Weiss. ST. PAUL — Charles and Sheldon Rubenstein, operators of the neighborhood Faust Theatre here, believe they have solved a problem facing many exhibitors — patron complaints that the picture they want to see on a double bill is always scheduled at an inconvenient hour. The Faust is located in an area which is in a state of transition. A freeway is slicing the district in two. Many families are moving out, and the area’s redevelopment program is yet to get under way. As a result, the Rubensteins are out to attract patronage from other St. Paul neighborhoods. “We have instituted what we think is a unique policy,” Sheldon Rubenstein says. “We offer three attractions for 49 cents. We play only the top attractions, after they have been played off by most other theatres in town. One thing we noted, as I am sure other theatremen also have, is that many prospective moviegoers don’t make up their minds to see a certain film until, ordinarily, it has been completely played off in town.” “So, we have adopted this policy. We change our program twice a week, so in Lewis Ginsburg Sets New Film Distributing Co. NEW YORK — Lewis S. Ginsburg, formerly with United Artists in New England, has formed Vid-Ex Film distributing Corp. for the distribution of feature films, short subjects and cartoons to both theatrical and television outlets. Ginsburg recently returned from a threemonth business trip abroad where he acquired the rights to a group of 16 features for theatrical release and 34 features for television. Among the pictures for theatres will be a three-hour version of “The Count of Monte Cristo,” plus a variety of others. Ginsburg said that he and his associates had formed an international producing and releasing organization which will produce features and handle sales for theatres and television stations in the United States and foreign markets. King-Size Promotion Kit For Cinerama's 'West' LOS ANGELES — A king-size publicitypromotion kit is being prepared by MGM Studios for distribution to Cinerama theatres throughout the world in advance of openings of “How the West Was Won.” MGM says it will be “the largest” kit of its kind ever assembled for a motion picture. Feature material, photographs, tie-up material, film strips, study guides and similar promotion tolls are being put together to maintain the picture campaign through the balance of 1962, through 1963 and into 1964 in anticipation of long runs for the hard-ticket attraction Supplemental material will be provided periodically throughout the film’s engagements here and abroad. the course of seven days we have offered six films. Starting times always are published in our ads. Some of our patrons come for all three films. Others select the picture they want to see, and then leave. A picture that is shown late — about 10 p.m. — one week may be brought back in a month and scheduled first — about 7 p.m. Three weeks later, it may be the middle feature. One thing we make certain — no film brought back is ever shown in the same time slot it had occupied earlier. This gives every patron a chance to catch the picture he wants to see at an hour most convenient for him. Despite the problems created by a changing neighborhood, the Rubensteins are so certain that the right kind of policies will pay off at the boxoffice that they have just spent $25,000 updating their theatre. The 950-seat auditorium has been redecorated as has the lobby. New lighting fixtures were installed, chairs reupholstered, and a new screen added. Keeping a theatre attractive and showing pictures at a time slot most convenient for patrons, to the Rubensteins, is a two-way policy of keeping the neighborhood theatre healthy. Sam Katzman Starting 'Don't Knock the Twist' HOLLYWOOD — A sequel to “Twist Around the Clock” is being prepared by Sam Katzman titled “Don’t Knock the Twist,” which will star Chubby Checker. The film, for Columbia release, was slated to roll this week. Katzman has signed Oscar Rudolph, who directed “Clock,” to return to guide the new feature, and James B. Gordon, who scripted the former, has also written the screenplay for the new musical. In the cast with Checker will be Lois January, Paul Sullivan and Viola Harris. Columbia Pictures’ contract with Katzman ’s Four Leaf Clover Productions has been revised, whereby the producer will make four films for the company instead of the two originally called for under a recent agreement. In addition to the recently completed “Twist Around the Clock,” and “Don’t Knock the Twist,” Katzman also will make “Broken Lariat” and an untitled vehicle. Signed to topline the “Twist” were Lang Jeffries, Mari Blanchard and Georgine Darcy, plus Gene Chandler, the Deauvilles, Tol Avery and 24 twist dancers. 70 Dates for ‘Light in Piazza' NEW YORK— MGM set more than 70 engagements for “Light in the Piazza” following its west coast opening January 31. The picture will open at the Victoria and Trans-Lux 85th Street Theatres February 7. Other key city bookings include: the Stillman Theatre, Cleveland: Mid-City, St. Louis: Tower East, Salt Lake City; Visulite, Charlotte: Palace, Cincinnati; 5th Avenue, Seattle; Palace, Dallas, and the Penn, Pittsburgh. Richard Brandt BOXOFFICE ;: February 5, 1962 11