The Exhibitor (1952)

A SOUTHERN exhibitor ran a double fea¬ ture program at a matinee. The first was for mothers and children while the second was for the kiddies only, while the mothers went shopping, leaving the children to be taken care of by the theatre staff. ★ THIS IS the week which has been heralded for months as one in which grosses will drop because of interest in the national conventions over TV. It will be confusing if exhibitors do business anyway, a kind of confusion they like. ★ AN EASTERN theatreman, heralding the official start of summer, gave free bubble gum to children as they left the house, not as they entered. ★ HOLLYWOOD economies being what they are, the change of “The Dirty Dozen' to “Eight Iron Men” was probably expected. ★ A DOORMAN in a Texas theatre got the entire high school body to sign a pledge to attend the theatre and take someone with them at least once a week for 12 consecutive weeks. A check showed that 88 per cent fulfilled the pledge. THE manager of an eastern drive-in in¬ cluded in his monthly report: “Of the two woodpeckers destroying the moonlight light pole at the rear of the theatre: shot one — one got away”. ★ A THEATREMAN said he is waiting for the first picture with chlorophyll to come down the release schedule lane. ★ A MIDWESTERN exhibitor put on a “Black Cat” program, showing four full length features and running five-and-one-half hours. The patrons brought their own food, it is presumed. —LI. M. M. INDEX Vol. 48, No. 10 July 9, 1952 Section One Editorial . 7 Feature Article — “More Than Social Visits” . 8,9 New York News Letter 13 The International Scene 18 This Was The Week When . 20 In The Newsreels . 21 The Score Board 21 The Tipoff On Business . 22 People . 24 Organization Bulletins . 24 Studio Survey SS-1 — SS-104 Section Two The Servisection . Vol. 48, No. 10 /Ml MM* Vuorr iuREAtf icuumofct July 9, 1952 The Laurel Awards The fourth annual International Laurel Awards constitute an important part of this issue of Exhibitor. The section devoted lo the balloting by the nation’s hookers and buyers as well as a representative number overseas speaks for itself. It is refreshing to note how the results are motivated by the boxoffice story. By their attractiveness to the public shall stars, personalities, and pictures ever he judged. The International Laurel Awards serve another purpose for they point up the abilities of the craftsmen who make and play in our pictures. Especially interesting are the new personalities, the people on which our boxoffices must depend in future years to attract new patrons. It is true that many stars bold top positions in the ballot¬ ing year in and year out but as the new generations of theatregoers become ticket prospects, their interests are more likely to center about the newcomers. Glance at the new personalities, and there is cause for encouragement. There could be a lengthy discussion of the various divisions in the poll but space does not permit. However, it will be worth the time and attention of every industryite to study the selections. The results are worthy of attention. Four years ago, when the International Laurel Awards started, no one on Exhibitor had any idea that the balloting would catch on so quickly, and attain such a high status. Now, the pro¬ duction division looks forward eagerly to sec what the exhibition brethren has to say. Such a high mutual interest is a healthy sign. A JAY EMANUEL PUBLICATION. Founded in 1918. Published weekly by Jay Emanuel Publica¬ 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, 428 South Mansfield Avenue, Los Angeles 36, 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 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. 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. SS-1— SS-8