The Exhibitor (1950)

THE TOUGH BREAK which resulted for one drive-in when the state decided to re¬ build the road on which it is situated resulted in good fortune for another lo¬ cated on the highway used as the detour. ★ PROBABLY because drive-ins use a similar idea to advantage, a southern theatre has started a free nursery service, taking a vacant store next door where infants and toddlers may be left, a nurse being on hand, and a doctor always on call. The nurse even feeds the children on schedule, and keeps the formulae refrigerated. ★ A WESTERN TAVERN has this sign over its TV set: “When this begins to look as good as the picture at the (local theatre), go home, you’re drunk.” ★ COMPETITION for the industry in an east¬ ern city ended when the city fathers de¬ cided that a garage which was showing free films was unfair competition, and that a license hadn’t been secured, anyway. ★ A THEATRE in the West German area was host to three German girls who swam across a river to see what they termed “a decent western film.” Apparently, in Germany, only on the west side are “Movies better than ever.” ★ THE BANDIT who held up a midwestern theatre must have been surprised a few hours later when he discovered that the car from which he tried to thumb a ride contained the officers looking for him. ★ THE EASTERN manager who received $5 in the mail from an unknown patron who wrote “I owe this show” is now wondering how the donor ever managed to get into the house so many times without paying. — H. M. M. INDEX Vol. 44, No. 10 July 12, 1950 Section One Editorial . 5 Feature Article — “It Was Timed For The Hot Weather” . 6, 7 In The Newsreels . 14 People . 14 Release Date Guide Inside Back Cover Scoreboard . 11 Trade Screenings . 11 Studio Survey . SS-1 — SS-4 Section Two The Check-Up . SS-1 -SS-8 ON THE COVER Arranging final details in Hollywood for the ex¬ ploitation tour for Columbia's "The Good Humor Man" are, from left: producer S. Sylvan Simon, Ben D'Angelo, exploiteer Joseph W. Phillips, and actress Lola Albright, starred in the picture. Vol. 44, No. 10 July 12, 1950 A Survey To Be Watched There is certain to be plenty of industry interest in the nation¬ wide market study being undertaken by Audience Research, Inc., to find out who is and who is not going to the movies today, and also to investigate various factors which may account for the fact that too many people are staying away. While no survey will bring people hack to the theatres, it is certain that a study of what it develops could influence not only theatre operation hut production. At any rate, inasmuch as COMPO is not yet geared to do a similar job, it is quite likely that the re¬ sults of the ARI inquiry will he welcomed. Some of the suggestions for study as advanced by industry leaders to the ARI for scrutiny include the following: Various aspects of the effect of television on theatre attend¬ ance; the influence of ticket prices, including the federal tax, and other economic factors; the competition of other forms of enter¬ tainment such as spectator sports; the current effectiveness of movie publicity and advertising to determine to what extent people don’t see movies which they would like to see simply because they do not know about them; the public’s opinion of the subject matter of today’s pictures; the current impact of the stars; the importance of the alleged gregarious instinct which is supposed to take people out of their homes, and get them into the theatres; the sale of pop¬ corn, soda, and candy — is it good or had for attendance?; the effect of double features and continuous showings, including the timing of shows, and the parking problems, lack of baby sitters, and other factors which make attendance difficult. ARI points out that the findings will not reveal solutions to all industry problems, hut it believes that the trade will be in a better position to appraise some of its own problems. We agree. A JAY EMANUEL PUBLICATION. Founded in 1918. Published weekly by Jay Emanuel Publica¬ tions, Incorporated. Publishing office: 1225 Vine Street, Philadelphia 7, Pennsylvania. New York office: 1600 Broadway, New York 19. West Coast Representative: Paul Manning, 923 Alandele Avenue, Los Angeles 36, California. Jay Emanuel, publisher; Paul J. Greenhalgh, busi¬ ness manager; Herbert M. Miller, editor; James A. Dalton, advertising manager; Max Cades, production manager; Marguerite Gibson, circulation manager; George F. Nonamaker and Mel Konecoff, 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. General edition: one year, $7.50 in U. S. and possessions, $10 in Canada and Pan-American countries, $15 in all other countries. Address editorial and business correspondence to the publishing office, 1225 Vine Street, Philadelphia 7, Pennsylvania