The Exhibitor (1953)

PROBABLY to he recorded among famous last words were those of a film director in East Germany who sounded off by telling Communists that what moviegoers in the Russian zone want is more love in their films, and not material about life in a village or those about activist brigades. ★ A MIDWESTERN theatre gave away Marilyn Monroe calendars to the first group of patrons. They went fast. ★ WHEN business of a theatre in a western town got so had it was about to close, businessmen of the community look it over, and decided to operate it on a non¬ profit basis. They also pledged aid until their investment is retired, and the house can be self-supporting. ★ WHEN AN eastern theatre had a fire in its boiler room, the name of the attraction was “Apache War Smoke.” ★ WHEN the apartment of a rotund western manager was robbed, he thought his suit was stolen. He had trouble convincing the adjuster that this had happened until the culprit was apprehended. The thief was wearing the suit with a pillow stuffed inside. ★ AN EXHIBITOR in the midwest says he has had 3-1) for years, height, width, and debt. — H. M. M. INDEX Vol. 49, No. 17 February 25, 1953 SECTION ONE Editorial . 5 Feature Article — “Adolph Zukor — 80 Years Young” . 6,7 New York News Letter . 12 The International Scene . 14 What’s New In 3-D . 15 This Was The Week When . 16 The Score Board 16 In The Newsreels . 17 People . 17 The Tip-Off On Business . 18 SECTION TWO The Sf.rvisection . SS-1 — SS-8 _ THE COVER PHOTO _ Variety Clubs International sponsors a big tes¬ timonial dinner at the Hollywood Palladium to celebrate Adolph Zukor's 80th birthday and kick off a world-wide celebration of the pioneer's golden anniversary in show business. Seen, left to right, are: Zukor, Mayor Fletcher Bowron, Los Angeles, and Paramount's Barney Balaban. The BusiiiKss At Hand While 3-D films ami wide screen pictures seem to have taken over the industry headlines lor an indefinite period, as should he considering the impact of these technical developments, it would he well to remember that there is still plenty of current business at hand which has to he considered. Granted that every exhibitor wants answers to specific ques¬ tions on 3-D films and wide screen shows so that he may judge for himself just what his own situation will he, hut he also has more immediate problems which do not lose their importance because technological changes may he on their way. And none of these headaches is more pressing than that of the high percentage, advanced admission picture. It was predicted here and elsewhere that 1953 would see a continuance of this type of show, and this is already hearing fruit. Mail from exhibitor organizations is filled with protests against the practice o f tl lose distributors who sell pictures of this type, hut these do not seem to have had been any deterrent, as far as can he observed. With chances of all-industry arbitration remote at this writ¬ ing, it is not to he expected that much relief in this particular situa¬ tion could come from trade parleys. This leaves legal action as the only other alternative, if a case can he made out of the problem. Until such time, however, indi¬ vidual resistance by exhibitors is about the only protection a theatreman has; that is if he cares to resist. A JAY EMANUEL PUBLICATION. Founded in 1918. Published weekly by Jay Emanuel Publico tions, Incorporated. Publishing office: 246-248 North Clarion Street, Philadelphia 7, Pennsylvania New York office: 1600 Broadway, New York 19. West Coast Representative: Paul Manning, 8113Vj West Fourth Street, Los Angeles 48, California. Jay Emanuel, publisher; Paul J. Greenhalgh, general manager; Herbert M. Miller, editor; A. J. Martin, advertising manager; Max Cades, business manager; Marguerite Gibson, circulation manager; George Nonamaker and Mel Kone coff, associate editors. Subscription rates: Each of six sectional editions (New England, New York State, Philadelphia— Washington, Southern, Mideast, Midwest— Western): one year, $2; two years, $3.50; three years, $5. International edition: one year, $2.00 in United States and pos¬ sessions, $3.00 in Canada and Pan-American countries, $5.00 in all other countries. General edition: one year, $7.50 in United States and possessions, $10 in Canada and Pan-American countries, $15 in all other countries. Address all correspondence to the Philadelphia office