The Exhibitor (1966)

Walter Reade Hostesses To Launch New " Courtesy With Style" Program NEW YORK— “Courtesy With A Style,” the new concept developed by The Walter Reade Organization, was announced by the president, Walter Reade, Jr. The program fea¬ turing the Walter Reade Hostesses will be in¬ augurated on Nov. 22 in six of the New York theatres. The attractive, poised young Walter Reade Hostesses will be stationed in various theatre lobbies to extend a warm and gracious wel¬ come to patrons. The Hostesses will all be attired in distinc¬ tive haute couture ensembles especially created for the purpose by noted American designer Donald Brooks. The Brooks high-fashion hostess gowns, made in the characteristic blue tones of the Reade Organization, are calcu¬ lated to impart a “want to go to the theatre” feeling, according to a Reade executive. “The Hostesses will immediately inspire in the patrons a mood of warm welcome and gracious sincerity,” Reade stated. “They should exude an atmosphere of quiet ‘dinner party’ elegance. Ideally, our Hostesses should make the patron feel at home, wanted. They should create a ‘something special . . . something ex¬ citing’ image. They should project a happy, dignified, well-dressed personality.” Directly responsible to the managers of the various theatres where they are assigned, the Walter Reade Hostesses “. . . will help to re¬ lieve them of some of their more-time-consum¬ ing ‘meet-and-greet’ chores. This will permit managers to give fuller attention to the mani¬ fold problems involved in running a high-traf¬ fic ‘quality’ theatre today,” a Reade executive said. The first six theatres in the 50-odd Walter Reade group to institute the Hostess policy are the Little Carnegie, the Fine Arts, the Festival, the 34th Street East, and the twin Baronet and Coronet theatres. Others are slated to be added as the program develops. Included among the first group of Hostesses are winners of the recent Miss Universe Beauty Pageant, Miss Nancy Self, Miss New York State, and Miss Susan Miller, Miss New York City. “The ultimate aim of our ‘Courtesy With A Style’ Hostess program is to encourage patron¬ age by making movie-going a more pleasurable experience. We believe the Hostesses will prove to be successful in achieving this end,” Reade asserted. NCC Fetes Howard LOS ANGELES — Leonard Howard, who joined Fox Wisconsin Theatres in Milwaukee in 1929 and in 1943 was transferred to Fox West Coast Theatres in Los Angeles, was honored here at a retirement luncheon at the Tail Of the Cock Restaurant. Howard, who was feted by 50 business associates and friends, has managed theatres for National General Corp. and its predecessor companies in the middle west and on the west coast. In Milwaukee, he served as manager of the Princess, Strand, and Wisconsin theatres; in Los Angeles, he managed the Carlton, Boulevard Stadium, Culver, and El Rey theatres William H. Thedford and Dan A. Polier, co-directors of theatre operations for National General Corp., presented Howard with a life¬ time gold theatre pass at the luncheon. Sterling Opens Unique Twin In Seattle Area SEATTLE — A completely unique idea in motion picture viewing convenience, perhaps the first of its kind since the double bill, hit the Seattle area with the opening of the Lynn Twin Theatre in Lynnwood. This is a result of Sterling Theatres’ building a second, identical auditorium to the Lynn, which opened in 1963. It has the same viewing capacity (812 seats) and shares a common lobby and box office. The Lynn " win differs from “twin” operations in other parts of the U. S. in that the same program will be shown in both auditoriums. Jerry Vitus, Sterling operations manager, said: “By showing both features simultane¬ ously on a staggered schedule, we enable theatregoers to attend either feature at a convenient time. For example, on our opening night, ‘The Russians Are Coming The Russians Are Coming’ began at 7:00 pm, 8:41 pm, and 10:50 pm, while ‘Up To His Ears’ was shown at 7:00 pm, 9:15 pm, and 10:50 pm.” Vitus explained that this was possible by having two projection booths and by run¬ ning the prints back and forth by reels. “Music” Plays In Philadelphia PHILADELPHIA — An out-of-court settle¬ ment between 20th Century-Fox and William Goldman Theatres will keep “The Sound Of Music” at the Midtown at least until Dec. 28. The agreement ended the prospect of a legal battle started when 20th-Fox filed suit to stop Goldman from ending the picture’s run despite a contract that stipulated that the him would stay at the theatre until the weekly gross dropped below $7615 for three consecutive weeks. Ulla Bergryd, who stars as Eve in 20th-Fox's "The Bible," recently tempted Harry Feinstein, Stanley Warner tri-state zone manager, and Robert Mortenson, president, Golden Triangle Association, at the premiere of the reserved seat attraction at the Warner, Pittsburgh. Columbia Feature Lineup, TV Activity Brighten Future NEW YORK — In a statement to Columbia Pictures’ stockholders, president A. Schneider and executive vice-president Leo Jaffe, said: “Columbia is well advanced with our pro¬ gram of pictures for at least the next two years, and feels confident that the improved results now being reflected will continue and that this trend, combined with the continued gains from our diversified television activities, should augur a better year. The company’s long range program should strongly fortify our competi¬ tive position in the industry. “A development of significance was the recent showing on television of “The Bridge On The River Kwai”. . . . This one event not only gave emphasis to the popularity of out¬ standing films as network fare, but made it unmistakably clear that movies, both old and new, are more valuable than ever. Our own library of over 1,000 feature films represents an asset appreciably greater than previously anticipated.” The report also notes that “Screen Gems, the tv subsidiary in which we have 88 per cent ownership, continues to reinforce its command¬ ing position. New highs in gross and earnings were recorded for the eighth straight year.” In addition, an agreement with RCA Victor for RCA to manufacture and market a new record label, Colgems, was termed an “encour¬ aging” development. Columbia had consolidated net earnings of $2,292,000 or $1.11 per share for the year ended June 25, 1966, which compares with the previous year’s earnings of $2,924,000 or 97 cents per share. FWC Reopens Calif. House LOS ANGELES — Renovated at a cost of $100,000, the State Theatre, Pasadena, had a gala reopening, it was announced by John Klee, Pacific Coast division manager of Fox West Coast Theatres, a subsidiary of National General Corporation. The 700-seat showplace has been equipped with new carpeting, new screen, merchandise bar, scientifically-controlled refrigerated airconditioning and heating, comfortable seats, an updated marquee, and completely re¬ modeled restrooms. Craig S. Holden continues as manager of the theatre which is under the supervision of Harold Wyatt, district manager. The State Theatre is operated by Fox West Coast Theatres, subsidiary of National Gen¬ eral Corporation. The company, which now has 242 theatres in 19 states, currently has underway a $50 million, three year expansion program. New Orangeburg Opens NEW YORK — The brand new Orangeburg Theatre, Orangeburg, N.Y., has just been opened by exhibitors Howard and Ronnie Les¬ ser and Edmund Linder. One of the most mod¬ ern and attractive theatres in the area, the new Orangeburg features Simplex XL projectors, a completely transistorized Simplex XL sound system, American Bodiform chairs, Alexander Smith carpet, scientifically controlled fourseason air-conditioning, and a, comfortable sound-proof waiting lounge. All equipment and furnishings were sup¬ plied by National Theatre Supply under one of its “one-contract” package pains. The Na¬ tional representative from N.T.S.’s New York City branch worked closely with the theatre. 12 MOTION PICTURE EXHIBITOR November 16, 1966