Motion Picture Daily (Jan-Mar 1951)

6 Motion Picture Daily Thursday, March 29, 1951 They Don 't Do It for TVNot Even for Kefauver 5T" AVENUE r ■ ItllllllilM ROCKEFELLER PLAZA In LU 10 taiiiatmi'i \ b us o LI AVENUE OP THE AMERICAS jr //VT^S six blocks long, in which police estimated there were / between 10,000 and 12,000 persons, formed for admittance to Radio City Music Hall throughout a large part of yesterday. The scene was without parallel at Broadway motion picture theatres since the Christmas-New Year's week of 1949. Despite this week's 7:45 A.M. opening hour and extra shows at the Music Hall, the line formed early and at times those near its end had a threehour wait for admission to the theatre, where M-G-M's "Royal Wedding" and the Music Hall's annual Easter stage pageant are the attractions. Because of the line's winding length it was impossible to photograph it in its entirety. Therefore, the diagram above was prepared to illustrate the length it attained between 11:00 A.M. and 1:45 P.M., when it was at its maximum. The end of the line was almost directly across 50th Street from the theatre entrance at Sixth Ave. But to get to the theatre a standee had to travel the block to Rockefeller Plaza, crossing to the east side of the thoroughfare and going to 51st St., crossing there to the north side of the street and going to Sixth Ave., crossing and re-tracing the route to Rockefeller Plaza on the south side of 51st, then back to 50th St. on the west side of the Plaza and thence on the north side of 50th St. to the theatre entrance at Sixth Ave. Music Hall (Continued from page 1) where "The Lemon Drop Kid" took in $97,000 for its first week and started the second with a hefty $13,000 yesterday, and Loew's State, where about $50,000 is due for an opening week of "Up Front." By far the most spectacular showing is being made at the Music Hall, with "Royal Wedding" and its traditionally popular Easter stage show. Before the noon break yesterday the waitingline, three and four abreast, curved through Rockefeller Center's streets under the supervision of some 25 policemen. Persons approaching the sergeant in charge were told the line was six blocks long and that a three-hour wait was necessary to gain admittance, but still the line continued to grow. The noon break shortened the queue by half, but by mid-afternoon it had grown again until those at the end could look forward to a three-hour wait. Inside the house several hundreds more were standing, either in the lobby or with a view of the screen. The drawing power of the picture is pointed up by the fact that last night concluded the third week of its showing. As of last night,, the total gross is reported at $450,000'. A spot check of Broadway yesterday just before the midday break showed substantial waiting lines at the Roxy, the Paramount and the Strand. By mid-afternoon, the streets had cleared but some hold-outs were in evidence in the lobbies. The Roxy reports $96,000 for its second week with "Bird of Paradise," a bit under the original estimate of $98,000, and yesterday, the first day of the third week, accounted for about $15,000. "Lullaby of Broadway" opened Monday at the Strand and has been averaging about $8,000 per day. This is good business but not sensational for an Easter week with a new picture. The Capitol is looking to wind up the Easter Week in better style with "Soldiers Three," which opens today. "Inside Straight" ended a disappointing two-week stand yesterday with about $33,000 in the till for the last period. "Rawhide" is holding up well at the Rivoli ; if the pace continues it will easily make an estimate of $33,000. At the Park Avenue, where "Odette" began its U. S. premiere run yesterday, an opening day's gross of $2,500, said to be the best first day take since the theatre returned to Walter Reade management. Pearson with M-G-M Manny Pearson previously with United Artists and Warner, has been engaged by M-G-M to do special promotional work on "Teresa," for the Toledo opening of the Arthur Loew production at Loew's Valentine on April 21. CBS Names Lewis, Davis Mario Lewis and Donald Davis have been appointed executive producers for CBS TV programs originating in New York. Lewis will be in charge of programs in the comedy, variety and program-participation fields and Davis will be responsible for dramatic productions. Film Price Control (Continued from page 1) little effect on the inflation problem that it is very doubtful that we will try to get control power. In fact, all of our moves are in the opposite direction— to end government responsibility in fields where there are no inflationary problems." Even should the Administration change its present thinking and decide to seek such power from Congress, it is highly unlikely that Congress will end the exemption. This exemption was in effect during World War II and lawmakers with jurisdiction in this field say they cannot see how the ' situation differs now. Hope Here Monday Bob Hope will arrive here Monday for the in-person show which he will present at the New York Paramount Theatre, on April 8, Entire proceeds will go to the Damon Runyon Cancer Fund. In addition to Hope the benefit stars will include Jimmy Durante, Tallaluh Bankhead, Frank Sinatra, Ethel Merman and Ed Wynn. Classify Three 'Adult' Toronto, March 28. — Only three features were graded adult entertainment by the Ontario Board of Censors in the past month. They were : "Devil's Weed," "The Steel Helmet" and "Sound of Fury." Top Pictures, Top Grosses in Circuits Top product booked into New York neighborhood circuits for Easter Week is paying off with exceptional grosses, circuit heads reported yesterday. Most popular attractions are "At War with the Army," currently playing the first-runs of Loew's and "Call Me Mister" at RKO and Skouras houses. "Harvey" is doing well in secondary spots in both the Loew's and RKO circuits. A good many enterprising neighborhood houses are making a bid for the vacationing school children with special morning shows designed for the youngsters. Film Starting Service For Dallas Patrons Dallas, March 28— Switchboard service on starting times of features at five downtown Dallas and 10 neighborhood theatres has been inaugurated by Interstate Circuit. By phoning a single number, a Dallas theatregoer can determine exactly when a film will begin at any of the 15 houses. Services for Swan, 68 Albany, March 28. — Funeral services for Joseph Swan, 68, electrician at Fabian's Palace for 20 years, were held today. ELC Plans (Continued from page 1) office that current product and productions scheduled for the summer and fall "will insure the company at least one 'A' picture a month for the next year," a home office statement disclosed. MacMillen stated that the development of new selling techniques will eliminate paper work for the salesmen and give them the opportunity to get into the field and do a more direct job of distributing ELC product. Milton E. Cohen, ELC's general sales manager, discussed the liquidation and sales problems of current releases and Howard LeSieur, advertising-publicity chief, presented his department's plans for advertising and sales promotion. Other speakers were David Melamed, treasurer, Joe Sugar assistant to Kranze and Charles Amory, head of ELC's "art" film sales unit. 'More Even Flow' (Continued from page 1) in New York this fall, for which Si Fabian has prepared a budget ; reported violations of the government's M-4 theatre construction and repairs orders ; theatre television ; trade practices, with emphasis on competitive bidding ; Federal, state and local taxation ; drive-in admissions ; 16mm. competition; effects of increased issuance of pre-releases to Armed Services camps ; print shortages, and the need for a theatre employes' training film in view of a step-up in the turnover of ushers as a result of the military draft. Sullivan last night left here for Washington where he plans to remain until after the April 4 board meeting.