Boxoffice (Oct-Dec 1963)

Most Valuable Player Poll Creates Theatre Traffic, Sports Page News SMU linebacker John Hughes, his fiancee and Dallas theatre manager Bill Risener pictured here in a pose that made the sports pages of Dallas papers with mention of the second annual Most Valuable Mustang poll conducted by Interstate Theatres. Bill Risener, manager of the Inwood Theatre in Dallas and an avid Southern Methodist University football fan, originated a Most Valuable Mustang poll which garnered some off-the-amusement-page publicity recently for Interstate circuit theatres in Big D for the second straight year. Risener launched the poll at the start of the 1962 football season to give the Dallas area fans a chance to honor their favorite SMU grid star and at the same time to bring traffic by and into Interstate theatres. To cast a vote, the fans were asked to write the jersey number of their choice on the back of an SMU game ticket stub and deposit it at any Interstate theatre. It was not necessary to attend a movie in order to vote, but most fans did buy movie tickets when they voted, according to Interstate publicist Shirley Miller. At the end of last year’s football season, the player who won the Interstate poll received an engraved silver bowl donated by a local jewelry company. The presentation, made at halftime of a SMU basketball game, was made by Risener. To promote the second annual poll this year, the Interstate publicity office took some pictures of last year’s winner, his fiancee and Risener, and presented them to Dallas newspaper sports editors. Then a bit of fate assured top publicity. That afternoon the Associated Press announced that John Hughes, the winner of the 1962 Interstate Mustang poll, had been selected as the Lineman of the Week. The result was that pictures of Hughes, his fiancee and Risener made all the sports pages, with ample mention of Interstate Theatres. TV and radio also noted he was a Most Valuable Mustang poll winner. Mom, Dad and Kids Claim Only True Family Theatre in Area; Reminder Ad Tells Why Theatregoers of Upland, Calif. — especially parents — were reminded in a four-column ad recently in the Ontario-Upland Daily Report that the Grove Theatre is “the only true family theatre in the area.” In bold 14-point type, the reminder was signed by — “The Thomas Family, Sarah and Hugh (Mom and Dad) and the kids Larry, Martha Dee, Fritz, Freddie and our newest (2 months) Sean . . . and our staff — Robert Bell, house manager . . . Harry Cameron . . . projectionist < union) . . . Michael Hughes, usher . . . James Bell, snack bar . . . Jack Roberts assistant, Bill Mayles and Damiano Cusumano, maintenance.” The copy, which appeared below mats on the current bill, “One of Our Finest Programs * Don’t Miss It * — ‘55 Days at Peking,’ It is known to history as the Boxer Rebellion . . . ‘Flipper,’ You’ll have to see it to believe it,” went right to the point. It follows: We feel it is about time to remind our patrons (especially parents), and to inform you newcomers about the rigid program policy maintained at the Grove, which we consider to be the ONLY true family theatre in the area. Here you will never see (nor will your children be subjected to) any “sex,” “horror” or “nudie” pictures produced solely for exploitation. It is our opinion that there is far too much obscenity and crime in real life without flaunting it before the eyes of our young people for commercial gain. (Even television seems to be capitalizing on these subjects! ) We give particular attention to our special Kiddy Shows and Saturday “Pal Club” shows. We feel we have gained the confidence of you parents so that your mind will be at ease when your youngsters are in our care. We constantly patrol the aisles and entire theatre. No adult tickets are sold unless the adults are bringing children. Juniors (12 through 15) now get a price break on the Saturday “Pal Club” shows ... as a “Pal Club” member they are admitted for 50c (a saving of 40c) . . . free every 4th Saturday . . . and special Birth day gifts! The little Pal Clubbers (under 12) are admitted for 35c (saving 15c). One last thing that we feel is worthy of mention is that your Grove is the ONLY completely locally-owned and operated (by the family) theatre in the Pomona Valley! Revenue remains in this community. Our operational formula is simple: We believe in and practice courteous service, *n cleanliness and select pictures for the entire family. (We don’t get pictures first, but be assured we will have ALL the ones with family appeal) . . . Our chairs are comfortable . . . seat-to-screen (the only wall-to-wall screen in the area!) angle is excellent! These features, combined with crisp, hi-fi sound ensures your visit to this theatre will be truly enjoyable and entertaining. We stand ready to be put to the test. The ad, nearly 11 inches deep, dominated the Daily Report amusement ad page. Mom and Dad Thomas’ definition of a family theatre, clear-cut and impressive in its large bold type, leaves no doubt as to the type of films featured at the Grove, of the high type of sound and service and the close supervision of the young audiences. Jean Renoir Celebration Hails 'Elusive Corporal' At the Beverly Canon Theatre, situated in the city of motion picture celebrities, Beverly Hills, Calif., special appeal pictures are the regular “bread and butter” attractions, and the team of E. D. Harris, advertising-publicity director, and Sydney Linden, general manager at Los Angeles of Herbert Rosener Theatres, comes up consistently with ticket-selling campaigns ne on these “unusual” bookings. Recently “The Elusive Corporal,” a Jean Renoir comedy, was the attraction. For this, Harris and Linden worked up an anniversary celebration to honor Jean Renoir on 40 years of making pictures, thus capitalizing on Renoir’s residence in the LA area. A preview showing cited Renoir on his 40th anniversary as director, writer and producer, with Renoir appearing in person to greet patrons, industry associates and press folk. Interviews were arranged by Harris with film editors and columnists, and radio show people. At Harris’ suggestion, the Hollywood Foreign Press Ass’n had Renoir as an honored guest at a meeting in the swank Ambassador Hotel, which was attended by all the media folk. Window displays emphasized Renoir’s book about his father, Auguste Renoir, the famous painter. Classics on Schedule Pictures based on well-known books and plays highlighted the October film schedule at the Clark Theatre in Chicago. Among classic works booked were The Castilian, The Doctor’s Dilemma and The Millionairess. Plus adaptations of several works by Irwin Shaw and Sloan Wilson, such as e The Young Lions, Tip on a Dead Jockey ^y and Two Weeks in Another Town. Van Dyke in Trailer Jerry Van Dyke, who stars in McLintock!” appears in and narrates theatre trailers and television spot commercials for the United Artists-Batjac production. — 178 — BOXOFFICE Showmandiser :: Nov. 11, 1963 2