The Exhibitor (1953)

3 EXHIBITOR CAN NEWS A guide to the headlines in EXHIBITOR this issue. Distribution MGM officially begins its “30th Anni¬ versary Jubilee” (page 15). Paul Lazarus, Jr., and Leo Jaffe are elevated to become Columbia vice-presi¬ dents (page 18). Exhibition S. J. Gregory, general manager. Alliance Theatres, outlines a 10-point program for distribution and exhibition (page 15). Exhibitor Philip Smith says he has per¬ fected a new drive-in screen that will permit starting two hours earlier than now (page 9). Emanuel Frisch reveals his aides in the “Brotherhood Week” drive (page 18). “The French Line” continues to make news in St. Louis, Hollywood, and New York City (page 22). international The Ontario, Canada, board of censors is currently testing the 18-and-over cate¬ gory in theatres (page 10). J. D. McCulloch is reelected president. Motion Picture Theatres Association of Ontario (page 10). Legal The United States Supreme Court rules against a Baltimore, Md., theatre in an action involving first-runs in that city (page 9). An exhibitor’s suit in Spring Valley, N. Y., is settled (page 9). The United States Supreme Court hears appeals in the “M” and “La Ronde” cases and sees both films (page 15). A Palm Springs, Cal., exhibitor asks the D. of J. to investigate Paramount and Telemeter in a matter involving runs (page 22). Legislative Representative Noah Mason introduces a new bill broadening tbe tax concept (page 18). Mel KonecofF A delayed balloon and a New York City contest take the spotlight (page 8). Organizations The General Federation of Women’s Clubs lists its “bests” (page 9). Production Mervyn LeRoy rejoins WB as a pro¬ ducer (page 20). Present at the recent opening of RKO's "The French Line," Fox, St. Louis, were, left to right, Dave Cantor, RKO exploitation manager; Perry Lieber, RKO director of advertising, publicity, and exploitation; Herbert Greenblatt, midwestern district manager; Louis Ratz, RKO salesman; Ray Nolan, RKO St. Louis branch manager; Mark Steinberg, RKO salesman; T. Williamson, area sales manager; and producer Edmund Grainger. Bad Weather Knocks Broadway Grosses New York — With only one opening, plus a combination of post-holiday slump and a snowstorm, the grosses in most of the Broadway first-runs slipped consider¬ ably over the weekend. According to usually reliable sources reaching Exhibitor, the breakdown was as follows: “BENEA'TH THE 12-MILE REEF” (20th-Fox). Roxy annoimced $30,700 for Thursday through Sunday, with the fourth week heading toward $40,000. “HOW TO MARRY A MILLIONAIRE” (20th-Fox). Globe anticipated the ninth week at $21,000. “ALL THE BROTHERS WERE VAL¬ IANT” (MGM) . Loew’s State announced the second, and last, week would reach $14,000. “THE EDDIE CANTOR STORY” (War¬ ners). Paramount dropped to an expected $34,000 for the third, and last, week. “KNIGHTS OF THE ROUND TABLE” (MGM) . Radio City Music Hall, with stage show, claimed $105,000 for Thursday through Simday, with the opening week bound to top $160,000. This was at in¬ creased prices. “PARATROOPER” (Col.) . Criterion slipped to $17,000 on the second week. “KING OF THE KHYBER RIFLES” (20th-Fox). Rivoli looked toward $27,000 for the third week. “HERE COME THE GIRLS” (Para.). Mayfair was hopeful that the third week would hit $15,000. “THE BIGAMIST” (Filmakers). Astor reported $12,000 for the third week. “MISS SADIE THOMPSON” (Col.). Capitol reported $28,000 for the third week. “THE MAN BETWEEN” (UA) . Victoria expected the eighth, and last, week to reach $9,000. Cleveland Strike Averted Cleveland — A strike of stage hands in downtown and neighborhood theatres which would have affected lATSE projec¬ tionists was averted last week by a last minute agreement on a new three -year contract. The agreement calls for a sixday week with seven days pay in progres¬ sive steps. New York News Letter By Mel Konecoff BACK in August, 1953, when the Astoria, Astoria, L. I., booked “It Came From Outer Space,” manager Ted Rodis decided to send up some balloons with passes plus one large one with a $25 cash reward to the finder to herald the arrival of the feature. The small ones were cap¬ tured, but the large one was unheard of until the other day, that is, when a hunter pursuing the sport on Long Island followed his dog to where he bagged a rabbit. There he found a battered balloon with the re¬ ward notice. While it came a little too late to do any good for the picture, still it turned out alright for nearly every other angle. CONTEST NOTE: The New York Journal American started its second an¬ nual “Movie Contest” over the weekend. Readers will compete for $1,000 in prizes for selecting the outstanding films and players of 1953. The paper’s editors, aware of the in¬ terest shown by the public in annual selections of films and players by various boards, committees, and publications, de¬ cided to let the public in on the game. To win one of the numerous awards the readers must match the selections made by Rose Pelswick, the paper’s movie critic, and where there is a tie, the contestants will then submit 100-word or less letter detailing why they selected the winning film. Miss Pelswick made her selections be¬ forehand. They were then locked up in the mayor’s safe at City Hall. The Organization of the Motion Picture Industry is again cooperating, and it made arrangements for Broadway first-runs to donate a goodly number of passes as giveaways to contestants. The production, and it is one, will again wind up this year, as it did last year, with a cocktail party for the winners. THE METROPOLITAN SCENE: Samples of a photo-and-viewer set which pre¬ sents a photo of Martin and Lewis in 3-D, now being sent out to exhibitors, may be used as giveaways plugging “Money From Home.” The set is packaged in an en¬ velope on which may be imprinted the the theatre’s sales message. . . . Paula and George Fraser, both of the Paramount advertising-publicity department, adopted a seven-year-old girl from Belgium. . . . More seasonal greetings are in from Wal¬ ter and Doris Pashkin, the Sam Fullers, and the Charles Schlaifers. . . . Okeh pressbooks are in on “Drums Of Tahiti” and “The Wild One.” January 13, 1954