Boxoffice (Oct-Dec 1963)

MILWAUKEE combines can be of mutual assistance in the handling of industry problems. J^ow that Milwaukee has two new theatres, the Mayfair and the Point, the managers of each are already knee deep in promotional activities. John Roche, Mayfair, which plays day-and-date with first runs downtown, is scheduling theatre parties, art exhibits and kiddies matinees. Bob Groenert, Point, lined up the merchants of Point Loomis to buy out the house one day each week and has some special parties dated. It was nip ’n’ tuck for the staffs at each, in the throes of formal opening, both managers barely getting into their “evening’ clothes as the ribbons were cut to mark the opening festivities. Bud Rose, free-lancing publicity and public relations, spreads the word that he has added several Florida hotels to his banner and was on his way to New York for finalizing. He intimated that while in New York he would be in conference with some VIP politicians, relative to handling the public relations chores for a presidential candidate, with headquarters either in Chicago or Milwaukee. “You’ll really see some showmanship in all its traditional glory,” he said. The teachers convention, scheduled here for November 7, 8, is expected to attract the largest number of conventioneers to Milwaukee in years, around 12,000. Most exhibitors plan their programs with this event in mind . . . Over at Madison, the opening night of “Lilies of the Field” at the Strand Theatre was a special St. Benedict’s Academy Library benefit premiere. In some quarters there is a growing feeling that ratings of movies suitable for children aren’t reaching the proper sources. Someone, therefore, apparently has prevailed upon Chris Schroeder & Sons, to do something about it. So, they’ve sponsored BUILD YOUR BUSINESS WITH BRIGHTER PICTURES 1 NATIONAL “35/70 SPECIAL” Projection Lamps Call or write your nearby N.T.S. branch . . . KANSAS CITY 8, MO. 223 W. 18th Street MILWAUKEE 3, WIS.. 1027 N. 8th Street MINNEAPOLIS 3, MINN 56 Glenwood Avenue NATIONAL THEATRE SUPPLY COMPANY a project called “Dial-a-Movie.” It is a 24-hour automatic dial service for the Milwaukee area. All anyone interested in obtaining the ratings on suitable movies need do now, is dial SHeridan 4-4822. Movie titles are recorded and classified as suitable for the Entire Family, Teenagers, Adults and Objectionable. The service reports classification by such agencies as the Protestant Motion Picture Council, Parents’ Magazine and National Legion of Decency. The recording and answering equipment was installed at DeSales Preparatory Seminary, with Rev. Louis E. Riedel, rector, announcing and Rev. Gerald Hauser as the narrator. How to succeed in the theatre business without half-trying: Get a Ford Foundation grant for $118,000, have the community contribute $2,250,000 to build the theatre and sell 21,000 advance tickets. The Guthrie Theatre at Minneapolis did it. But how about the movie exhibitor? Motion pictures in Cinerama at the Palace Theatre here are on their last lap, according to the Prudential Theatres’ general manager, Albert P. Frank. The house will be closed for two days to replace seats and equipment and will reopen November 13 with “McLintock!” and show genera! motion picture fare in the future. Seating capacity will be increased from 1,130 to 2,300. The Wisconsin Theatre, where remodeling is going on to convert the auditorium into two theatres, will close November 11 for final structural changes and will reopen December 20 as Cinema I, on the main floor, and Cinema II, in the balcony. Stanley Kramer’s “It’s a Mad, Mad, Mad, Mad World,” in the new single lens, single projector Cinerama process will be the premiere feature at Cinema I. The feature for Cinema II has not as yet been decided upon. The new 1963-’64 series of international films presented by the Milwaukee Film Circle and sponsored by the University of Wisconsin-Milwaukee is now under way at the Kenwood campus. Such old favorites as Queen Christina, What Price Glory and Duck Soup are some of the films to be presented. MINNEAPOLIS ^ U. S. District Court judge was expected to sign a stipulation this week dismissing an appeal by Sauk Centre exhibitors Burt and Freeman Parsons of a verdict against them in a $300,000 suit they brought against Minnesota Amusement Co. and nine film distributing companies in an alleged antitrust case begun here more than a year ago. A welcome back to Mill City for Bud Wiggins, manager of the State Theatre, a recent vacationer . . . The efforts of Ben Berger on behalf of the problems of the smaller outstate exhibitor members of North Allied Central have resulted in a proposed meeting between buying and booking combines of the area and NCA officials. The feeling is that the organization and the Bob Schmid, assistant president of Minnesota Amusement Co., suffered an injured left arm in an auto accident while on his vacation. Bob’s getting around in fine fashion with the recuperating member in a sling . . . Porter W. Ashley, who owned and operated the Lyric Theatre at Lakefield, Minn., for more than 30 years until his retirement recently, died in Lakefield hospital after a brief illness. Ashley was 81 years old. The Minnesota Educational Ass’n’s annual convention is approaching once again and will put the kids out of school for two days in a coming week. Among others, Ben Berger of the Gopher is waiting for ’em with a triple-feature horror show at his theatre . . . Maco’s Bob Carr points out that, to his knowledge, his Lyric Theatre is the only house in the country currently playing the National Anthem before each and every feature. Lyric audiences are requested to stand while the Anthem is played, accompanied by a color trailer featuring scenes of historic and patriotic interest. Now in its second month, the theatre’s policy will be subject to an audience survey in another four weeks. This writer’s visits to the Lyric have observed appreciative patrons, and this is a timely and handsome gesture which ought to be picked up by theatres far and wide. Hootenannies are the order of the day locally as well as across the country: no less than four of the things are due to appear on local stages between now and Christmas, with even more being booked for early 1964. The secret of their success with the younger set? Your guess is as good as ours. This writer attended an advance press screening of “Lord of the Flies” at Ted Mann’s Suburban World Theatre last week and noticed the prominence of reviewers from campus and student publications. The novel is currently the literary rage among local students and to a large extent has presold the picture. University audiences, often an apathetic film market, have boomed the film’s first week at the Suburban World and are expected to keep coming. Rave reviews from Morrison and Jones of the Star and Tribune helped to grease the ways, too . . . Speaking of university audiences, the local one has kept “8Y2,” a disappointment in its downtown run at the Academy, at the on-campus Varsity Theatre for double the scheduled run. Hayward Development Plan Provides for New Theatre From Western Edition HAYWARD, CALIF.— This city will have a new indoor theatre as part of a $40-$60 million civic and recreational center proposed by city and Chamber of Commerce officials. Plans for the elaborate project were revealed at an informal breakfast meeting between those officials and trustees of the Hayward Unified School District. The trustees are concerned with the development since the proposed site for the new center is the Foothill High School, formerly Hayward High. Of the 50 acres in the area, 47 would be available for development. NC-2 BOXOFFICE :: October 28, 1963