Boxoffice (Jan-Mar 1963)

THE NATIONAL FILM WEEKLY Published in Nine Sectional Editions BEN SHLYEN Editor-in-Chief and Publisher DONALD M. MERSEREAU, Associate Publisher & General Manager JESSE SHLYEN ....Managing Editor HUGH FRAZE Field Editor AL STEEN Eastern Editor CHRIS DUTRA Western Editor I. L. THATCHER. . .Equipment Editor MORRIS SCHLOZMAN Business Mgr. Publication Offices: 825 Van Brunt Blvd. ICansas City 24, Mo. Jesse Shiyen. Managing Editor; Morris Sdilozman, Business Manager; Hugh Praze. Kield Editor: 1 L. Thatdier, Editor lire Modern Theatre Section. Telephone CHestnul 1-7777. Editorial Offices: 1270 Sixth Are., Rockefeller Center, New York 20, N. Y. Donald M. Mersereau, Associate Publisher & (icneral Manager; A1 Steen, tkistern Editor. Telephone COIunihiis 5-6370. Central Offices: EWilorial — 920 N. Michigan Ave., Chicago 11, III., Prances B. Clow. Telephone superior 7-3972. Advertising— 5809 North Lincoln, Louis Didier ami Jack Broderick, Telephone LOngbeach 1-5284. Western Offices: Editorial and Pilm Adverlising — 6362 Hollywood Bird., Hollywood 28, Cal., Chris Dutra, manager. Telelihone Hollywood 5-1186. Ekiuipment and Non-Piln» Advertising — New York Life Bldg., 2801 West Sixth St., Los Angeles 57, Calif. Bob Wettstein, manager. Telephone Dunkirk 8-2286. London Office: Anthony Gruiier, 1 Woodherry Way, Pinchley, No. 12. Telephone Hillside 6733. The MODERN THEATRE Section is included in the first is.sue of each month. Atlanta: Jean Mullis, 1*. 0. Box 1695. Albany: J. S. Conners, 140 State St. Ualtiniore: George Browning, 119 E. 25th St. Boston: Guy Livingston. 80 Boylston, Boston, Mass. Charlotte: Blanche Carr. 301 S. Church. Cincinnati: Prances Hanford, UNIversity 17180. Clevelanil: W. Ward Marsh, Plain Dealer. Columbus: Pred Oestreicher. 52Vx W North Broadway. Dallas: Mable Ouinan, 5927 Winton. Denver: Bruce Marshall, 2881 S. Cherry Way. lies Moines: Pat Cooney, 2727 49th St. Detroit: H. P. Reves, 906 Pox TTieatre Bldg., woodward 2-1144. Hartford: Allen M. Widem. CIl. 9-8211. Indianapolis: Norma Gera^ty, 436 N. Illinois St. Jacksonville: Robert Coinwall, 1199 Edgewood Ave. Memphis: Null Adams, 707 Spring St. Miami: Martha Lummus, 622 N.E. 98 St. Milwaukee: Wm. Nlchol, 2251 S. Layton. .Minneapolis: Paul Nelson. 3220 Park Ave. S. New Orleans: Mrs. Jack Anslet, 2268% St. Claude Ave. Oklahoma City: Sam Briink. 3416 N Virginia. Omaha: Irving Baker, 5108 Izard St. Philadelphia: A1 Zurawski. The Itidletin. Pittsburgh: R. F. Kiingensmilh, .516 Jeanette, Wiikinsburg. 412-241-2809. Portland, Ore.: Arnold Marks. Jniirnal. Providence: Guy Langley. 388 Sayle.s St. St. Louis: Joe & Joan Pollack. 7335 Shaftsbury, University City. PA 5-7181. Salt Lake City: H. Pearson. Deseret News. San Francisco: Dolores Barusch, 25 3'aylor St.. ORdway 3-4813: Advertising: Jerry Nowell, 417 Market St.. YUknn 29537. Washington: Virginia R. Collier. 2308 Ashmead Place, N. W., DUpont 7-0892. In Canada •Montreal: Room 314, 625 Belmont St.. Jules Larochelle. St. John: 43 Waterloo, Sam Babb. Toronto: 2676 Bayview Ave., Wlllowdale, Ont. W. Gladlsh. Vancouver: 411 Lyric Tlieatre Bldg. 751 Gr.mvllle St., Jack Droy. Winnipeg: The Tribune, Jim Peters. Member Audit Bureau of Circulations Second Class postage paid at Kansas City, Mo. Sectional Edition, $3.00 per year. Natinn.ll Edition, $7.50. JANUARY 7, 1963 Vol. 82 No. 11 OPERATION UPBEAT' From several quarters of the industry, activity is under way which, if carried forward at all levels and in depth, can bring about the revival that has eluded this business for far too long. The key to this accomplishment simply is TEAMWORK. That factor usually has been present when the industry must gird itself in defense against a common danger. But it seems to be absent when conditions require what might be termed an “offensive” movement. Even in the face of adverse conditions whose tide could be stemmed by unity of action and cooperation all along the line, there is division in the industry’s ranks, when there should be the strength of a united front comprising all elements of this business. The lack of cohesion between production, distribution and exhibition forces has caused manv a constructive, forward movement to be dissipated, if started at all. So the course to be followed is clearly indicated. Some alert and aggressive men in this business have recognized the need and shown a willingness to do their part to bring motion pictures strongly to the forefront of public attention. Roy Cooper, president of the Northern California Theatre Ass’n, and chairman of TOA’s Executive Committee, has launched what John Stembler, TOA president, has termed “the motion picture industry’s ‘Operation Upbeat.’ ” John Dobson, United Artists Denver manager, launched a “Forw'ard Look” by bringing members of all branches of the industry together, seeking to accomplish through collective effort what could not be done unilaterally. Richard Orear, president of Commonwealth Theatres and board chairman of United Theatre Owners of the Heart of America, is rallying the forces of Kansas City’s Filmrow into a local team that will create a better image for the industry among themselves, as well as wdth the public; and to develop ideas that will help exhibitors in the area do a better job of picture selling, which he hopes to see extended throughout the country. “Operation Upbeat,” as exemplified by Mr. Cooper, is doing just what the title implies: giving the upbeat to the good things the industry has to offer, whether it be improvement in the quality and entertainment values of its picture offerings, improvements in the physical attributes of its theatres or anything else of a positive nature that enhances the appeal of moviegoing. In his comment thereon, Mr. Stembler quotes George Whitesell who, in a front-page column in the San Mateo (Calif.) Times, said in part: “Going to the movies gives a feeling of having done something out of the humdrum daily routine. “You get the age-old magic feeling of the theatre, the sense of anticipation and, if the movie was a good one, there is a sense of satisfaction with having made the effort to see it .. . “Many are rediscovering that it takes a big audience to get the full impact from entertainment. Drama and suspense while a thousand watch are multiplied in intensity in about the same ratio . . . “It is difficult to have an emotional experience seated in front of TV. In a theatre, it just comes naturally. “But there is more to it than this. With giant screens, stereo sound and partial stereo-vision, a big movie delivers a big impact. “The theatremen have something to offer and they are building it up. Programming is rapid and well-rounded. Short subjects were never better . . . They are beginning to advertise and exploit big films like they did in the heyday . . .” These factual words are good to see in print. But they can bear “fruit” only when the industry itself implants the “seed” they offer firmly in the minds of the public. Columnist Whitesell is not the first to make such a fine appraisal of what the movies have to offer; nor will he be the last. It helps, to be sure, but the industry needs to do more on its own to get this message across. In fact, it needs to pound it home continuously by every means at its command— on theatre screens, in lobby displays, in programs and all other forms of advertising used hy exhibitors. Indicative of this is Mr. Stembler’s urging that everyone in the industry — in pioduction and distribution, as well as exhibition— “get on the bandwagon and publicly acclaim ‘Operation Upbeat’ via every channel of communication.” The industry has much — VERY MUCH — to sell. And it needs to do a selling job as never before, not only to the public outside, but inside the business, as well. The time and the opportunity were never better. LET US ALL. ONE BY ONE, ' AND ALL TOGETHER BE BIG BOOSTERS FOR OUR BUSINESS!