Motion Picture Daily (Jul-Sep 1954)

Monday, July 26, 1954 Motion Picture Daily 3 In the THEATRE Equipment & Reireshment World . . . • • with RAY GALLO REDUCTIONS in the prices for "Ampex Master" stereophonic sound systems to be made effective immediately have been announced by Jim Mahon, theatre equipment sales manager for the Ampex Corp., Redwood City, Calif. In announcing the price reductions, termed "drastic" by Mahon, he said that "enthusiastic acceptance of Ampex equipment in the motion picture industry has_ enabled us to achieve the economics inherent in efficient, quantity production. The savings are being passed along to the theatre owner in the form of decreased prices," Mahon said. • Wallet-size cards containing projection formulae for calculating any lens or screen dimensions or the screen throzv-distance are being supplied free of cost to the trade by the Projection Optics Co., Inc., Rochester, N. Y ., either directly or through its dealers. One side of the card is devoted to CinemaScope's 2.55 to 1 ratio while the other is for standard films in any aspect ratio. The data can he applied both to indoor and drive-in theatres. • A pocket 3-D image "axis finder" has been marketed by Polacoat, Inc., Blue A-sh, O. A projectionist viewing a polarizer in the projection booth through the finder can instantly determine whether the axis of a port is proper, it is said, and also the efficiency of the polarizer can be determined by the relative density of wedge-shadows appearing on the finder. The angle of the axis of polarization is read directly on a calibrated scale at the rim of the lens, which is housed in a metal ring that slides between the cover plates of a rigid anodized aluminum case. The case completely protects the lens when carried as a pocket instrument. • Graham W. Dible, _ "The Orchid King," Los Angeles, is offering orchid corsages to theatres which can be used as gifts to theatre patrons in special promotions to boost attendance. Under the special offer, which is an annual event conducted for a limited time only, exhibitors buying 100 corsages at the regular price can purchase an extra 100 at only one cent each. The corsages are available in one, two or three blooms and require only ordinary refrigeration, according to Dible. He also states that shipment will be made to any location in the country overnight via air. Disneyland Premiere Set Walt Disney's forthcoming television series, "Disneyland," will bow on the American Broadcasting Co. network on Oct. 27, ABC-TV has announced. The series of programs will include cartoon animation, live action and a combination of both with Disney hosting the above. Cincinnati Area Business Okay in ^Scope Theatres CINCINNATI, July 25. — A survey of theatre business in the local and surrounding territories reveals that the turnstiles are clicking and the receipt curves point upward in those houses which show CinemaScope programs, although there are a few isolated exceptions. The scales have been increased, but in one house, the Paramount, larger of the two Northio units at nearby Hamilton, O., admissions have been reduced from the original 90 cents plus to the regular house scale of 50 cents for matinee and 70 cents evenings. Three downtown and five suburban houses in Cincinnati show CinemaScope programs, although on a sporadic basis. When playing regular product, business conforms to the usual pattern, the better pictures garnering good grosses, while those in the mediocre category "wither on the vine" from the box office angle. Outstanding business currently in Cincinnati is being done by Cinerama at a scale of $1.20-$2.60. This latest addition to the entertainment field appears to have helped CinemaScope business by "whetting the public's appetite for something new in amusements." Subsequent Runs Suffering Although CinemaScope has proved a blessing for the theatres showing it, the subsequent run houses are suffering an adverse reaction, because of these showings. F. W. Huss, Jr., president of Associated Theatres, one of the largest local chains of suburban subsequent run houses, aptly expressed the mass plight of his fellow theatremen and their thinking on business conditions, present and future. "Although business is normally better during the hot sumnler months, because of the patrons taking advantage of the cooling systems, our greatest problem, and it is indeed a major problem, is securing product. Our bookings are becoming increasingly more difficult. Since downtown showings of CinemaScope eliminates the regular product for subsequent run availability. We are not equipped to show CinemaScope, and even though we were, the smaller houses could not afford to pay the high percentage terms which the distributors are demanding. This limitation is working a definite hardship and makes it imoossible for us to plan or predict what future business will be, if any." Hopeful With Crossed Fingers "The consensus of exhibitor opinion," Huss continued, "is that conditions will adjust themselves sooner or later. Othewise, the future outlook for business in the suburban spots does not present a very optimistic outlook. I speak in behalf of mv fellow exhibitors," he concluded. "We are keeping our fingers crossed and are honeful." Some of the drive-ins here and in the area are booking first run product, while others are plaving triple bills of the older releases. Business generally at the outdoor theatres is good, due in a large part, exhibitors say, to the fact that patrons can "come as they are" and the added economy of not having to employ a baby sitter. First-Runs Above Normal in Memphis MEMPHIS, July 25. — First run theatre attendance here is reported to be "well above normal summer business," according to a checkup. Whether the pull is due to strong product or a desire on the part of the public to cool off in the air-conditioned theatres has been a topic for speculation, but most theatre managers give full credit to the pictures. "Gone With the Wind" drew "six times the average-size audience," according to Arthur Groom, manager of Loew's State, who said that the picture in its first week drew the biggest gross since "GWTW" first played the State in 1940. Recent standout business was reported here on "High and the Mighty," "Three Coins in the Fountain," "Knock on Wood" and "Garden of Evil." In some cases, it was said, patronage was doubled over that of an average week. The neighborhood houses report spotty attendance, depending on the picture. People Drive-ins Doing Better Business in Nashville NASHVILLE, July 25.— Drive-ins apparently are doing the top business in this area, although "Gone With the Wind" was a sell-out four times daily at Loew's. Theatres of the Crescent circuit claim there is no marked improvement over patronage a year ago, with top pictures doing the usual better business. The Rockwood Amusement Co. reports that large screens have been installed in eight of its theatres but that, as yet, there has been no improvement in attendance. On the other hand, the Colonial, with a new screen measuring 50 by 120 feet, has held over every CinemaScope picture since it opened with "The Robe." Nashville will have its third television station in operation next month. Exhibitors here have their fingers crossed as to what the effect be. Wants To Drop Charter OTTAWA, July 25. — Esquire Films, Ltd., of Toronto, has applied to the Secretary of State of Canada for leave to surrender its charter. 35 Theatres Book Telecast of Opera With other, deals pending, 35 theatres in the Warner, Loew's and Fabian circuits have been booked to televise the Metropolitan Opera's opening night on a coast-to-coast hook up. Theatre Network Television reports. The special program will offer top singers in scenes from three operas : "La Boheme," "The Barber of Seville" and "Aida." The cast for the Nov. 8 opening will include, among others, Robert Merrill, Roberta Peters, Richard Tucker, Norman Scott, Jerome Heinz, Leonard Warren, Blanche Thebom, Vittorio De Los Angeles and Mario Del Monaco. Some of the theatres will operate on a commercial basis, while others will be tied in with charities in asso ciation with the Metropolitan Opera Guild. Committees to support the program are being appointed throughout the country. TNT expects the event to be the "greatest of its kind to date." R. Keith Petzold, until recently general manager of Jesse Jones Theatres, Portland, Ore., and previously advertising manager of J. J. Parker Theatres, has been named executive secretary of the Portland Junior Chamber of Commerce. Mrs. Rose Lancaster, who has been on Atlanta's film row for the last 27 years and with Astor Pictures for the past 10 years, has resigned to go with Strickland Film Co. as laboratory technician. Louis Orlove, M-G-M exploiteer for Wisconsin and Upper Michigan, rated a four-column feature story in the Madison, Wis., "Capital Times" for his plan to beautify neglected graves. n Gordon Scott, a six-foot-three inch lifeguard from the Sahara Hotel, Las Vegas, is the newest "Tarzan." He will debut in "Tarzan's African Legend," to be produced by Sol Lesser for RKO release. L. Roy Pierce, former district manager for FoxWisconsin Theatres and recently a theatre man in Milwaukee, has retired after 19 years in the industry to Klamath Falls, Ore. Walter Lantz, cartoon producer, and Mrs. Lantz will leave here Aug. 20 for a six-week tour of Universal's European offices to stimulate Lantz product sales overseas. Mary Fears, who has been with the Interboro Circuit here for 19 years, has resigned to join another industry. She was the personal secretary to Stanley Kolbert. Nate Oberman, head booker for the M-G-M exchange, in Boston, is in the Allerton Hospital, Brookline, for an emergency appendectomy. n Harold Young, director, is off to Amsterdam to direct Robert Alda in a TV series for Triangle Productions. n Albert D. Van Brunt also of Buchanan & Co., has been named a vice-president. Herald-T. Ran 'Line* Ad; World'T. Balked "Motion Picture Daily" inadvertently reported on Friday that the N. Y. Herald-Tribune in addition to the N. Y. Times had rejected the display advertising on the "The French Line" ordered by RKO Radio for the metropolitan area subsequent runs of the picture. The N. Y. HeraldTribune ran the ad in question. It was the N. Y. World-Telegram which, after running the ad on Wednesday, declined to repeat it on Thursday.