Motion Picture Herald (Jan-Mar 1954)

. . . the original exhibitors' reports department, established October 14, 1916. In it theatremen serve one another with information about the box office performance of product — providing a service of the exhibitor for the exhibitor. ADDRESS REPORTS What the Picture Did for Me, Motion Picture Herald, Rockefeller Center, New York 20. Allied Artists HIAWATHA: Vincent Edwards, Yvette Dugay— Not exactly an inspired effort, but good entertainment all the same. Played with the Bowery Boys’ “Jalopy” (AA) to business which definitely helped us out on the week. Played Thursday, Friday, Saturday, November 5. 6, 7. — W. R. Shepherd, Regent Cinema, South Shields, England. LOOSE IN LONDON: Bowery Boys — Double billed this one with an old Rogers’ and played them on Beggar’s night and Hallowe’en night, expecting “nothing.” Had a big carnival on Hallowe’en night which everybody in the county attends annually, but the box office receipts held up regardless. From now on I’ll hold to the belief that this combination can’t be beat! Played Friday, Saturday, October 30, 31. — Marcella Smith, Vinton Theatre, McArthur, Ohio. Columbia CHINA VENTURE: Edmond O’Brien, Barry Sullivan— A very good war operations picture and O.K. for small town exhibitors. Did fairly well on Saturday, but down on Friday. Played Friday, Saturday, Decern \ ber 4, 5. — Dick Smith, Albany Theatre, Albany, Ind. PARIS MODEL: Marilyn Maxwell, Paulette Goddard— We were able to get this hot and thought we might be getting something, but it turned out to be lower half double feature material. Running time was first given as 90 minutes; the print we received ran 81 minutes. Now I see by the latest Herald that it has been cut to 59 minutes. If you are a small town and depending on a single feature, my advice would be to skip it. Did poor business. Played Tuesday, Wednesday, Thursday, December 15, 16, 17. Dick Smith, Albany Theatre, Albany, Ind. Metro-Gold wyn-Mayer BRIGHT ROAD: Robert Horton, Dorothy Dandridge — Teamed this with the reissue of “Challenge to Lassie” (MGM) and the audience was most enthusi astic. We had three ministers, who usually are very critical, return to see “Bright Road” a second time. Although an all-Negro cast, you forget all that as you become so engrossed in the picture. Wonderful for kids’ matinee and adults also. Did above usual weekend business. Small town and rural patronage. Played Friday, Saturday, December 11, 12. D. P. Savage. Capitol Theatre, Listowel, Ont., Canada. LILI: Leslie Caron, Mel Ferrer — Don’t pass this picture up. It has everything your customers will like. Also do not bill it as a kids’ picture. The adults will rave more than the juveniles. MGM can go along any time on pictures like this. It’s great. Small town and rural patronage. Played Wednesday, Thursday, Friday, December 2, 3, 4.— D. P. Savage, Capitol Theatre, Listowel, Ont., Canada.. LILI: Leslie Caron, Mel Ferrer — A picture with a different angle. All who saw it liked it. Lots of appeal for children in the puppet show. Didn’t do very well at the box office, but it’s a good picture just the same. Played Sunday, Monday, December 6, 7. — Dick Smith, Albany Theatre, Albany, Ind. LOVELY TO LOOK AT: Kathryn Grayson, Howard Keel — Good picture with good color. Favorable remarks from customers. — W. P. Brown. Nifty Theatre, Waterville, Wash. SMALL TOWN GIRL: Jane Powell, Farley Granger — Good picture with good color and good stars, but I made a mistake in showing this picture during local “County Fair’’ week. Played Wednesday, September 16. — W. P. Brown, Nifty Theatre, Waterville, Wash. PLYMOUTH ADVENTURE: Spencer Tracy, Gene Tierney — Not so good for my town. Picture scenes good, but my patrons just did not care for it. Receipts below average. Played Saturday, Sunday, September 12, 13.— W .P. Brown, Nifty Theatre, Waterville, Wash. Paramount BLAZING FOREST: John Payne, Susan Morrow — Good forest fire type of picture that my patrons like. Good color. Had many favorable remarks. Best logging picture in four years with good forest scenes. Tough competition by local benefit firemen’s dance kept receipts down. — W. P. Brown. Nifty Theatre, Waterville, Wash. CADDY, THE: Martin & Lewis, Donna Reed — Silly as ever, but they seem to have a following. The first show to have any extra drawing power in several weeks. Played Sunday. Monday, December 13, 14. — Rowell Brothers, Idle Flour Theatre, Hardwick, Vt. CARRIE: Jennifer Jones, Laurence Olivier — Good acting but very poor show for small towns. Very much over-rated — my customers came out holding their noses. Lost my shirt on this one. — W. P. Brown, Nifty Theatre, Waterville, Wash. COME BACK. LITTLE SHEBA: Burt Lancaster, Shirley Booth This is a natural for any situation. Wonderful acting. Did above average at the box office. Very small town, rural patronage. Played Saturday, Sunday, November 28, 29.— J. R. Snavely, Leith Opera House, Leith, N. Dak. DARLING, HOW COULD YOU: Joan Fontaine, John Lund — No competition on this one and no complaints. Good picture, receipts average. — W. P. Brown, Nifty Theatre, Waterville, Wash. JUST FOR YOU: Bing Crosby, Jane Wyman— Good entertaining picture which was well received by my audience. Above average receipts. — W. P. Brown, Nifty Theatre, Waterville, Wash. ROMAN HOLIDAY: G re gory Peck, Audrey Hepburn—An excellent film, generally enjoyed. However, it did not have any drawing power and' did a poor gross. Played Sunday, Monday, December 6, 7. — Rowell Brothers, Idle Hour Theatre, Hardwick, Vt. Republic QUIET MAN, THE: Maureen O’Hara, John Wayne — Played this one too late but did better business than T expected. This is a very beautiful picture with beautiful color. Comments good from all who saw it. Played Sunday, Monday, November 15, 16. — James Hardy, Shoals Theatre, Shoals, Ind. Twentieth Century-Fox GENTLEMEN PREFER BLONDES: Marilyn Monroe, Jane Russell — There is growing resistance in smaller communities to increased prices, and patrons did not think this picture worth the advance. Had more complaints on this than any for some time. Film good but maybe too subtle for rural communities. Played Monday, Tuesday, Wednesday, Thursday, December 7, 8, 9, 10. — D. P. Savage, Capitol Theatre, Listowel. Out., Canada. Universal ABBOTT & COSTELLO GO TO MARS: Bud Abbott, Lou Costello — All I can say for this picture is that it did above average business both nights. Just a fair comedy. These two are beginning to get old and they don’t do so well any more. Played Thursday, Friday, November 12, 13. — James Hardy, Shoals Theatre, Shoals, Ind. CITY BENEATH THE SEA: Robert Ryan, Mala Powers — If your patrons like water pictures with a little suspense, this will please them. Did just average at the box office here. Good color and novel plot. Very small town and rural patronage. Played Saturday, Sunday, December 5, 6. — J. R. Snavely, Leith Opera House, Leith, N. Dak. CRUEL SEA, THE: Jack Hawkins, Donald Sinden — An excellent picture which will make you feel proud of the industry. You won’t have any gripes on this one. Don’t miss playing it. Small town and rural patronage. Played Wednesday, Thursday, Friday, December 2, 3, 4. — D. P. Savage, Capitol Theatre, Listowel, Ont., Canada. EAST OF SUMATRA: Jeff Chandler, Marilyn Maxwell — Another good Universal production in color. Plenty of action and comedy relief. Well liked and did a fairly good business. Played Sunday, Monday, November 29, 30. — Dick Smith, Albany Theatre, Albany, Ind. FRANCIS COVERS THE BIG TOWN: Donald O’Connor, . Yvette Dugay — This series always brings extra business here. Same routine of acting, but still brings them in. Played to above average business both nights. Played Sunday, Monday, November 22, 23. — James Hardy, Shoals Theatre, Shoals, Ind. IT CAME FROM OUTER SPACE: Richard Carl son, Barbara Rush — Good enough science fiction type of picture, but did only a fair business. Played Friday, Saturday, December 11, 12. — Dick Smith, Albany Theatre, Albany, Ind. MISSISSIPPI GAMBLER: Tyrone Power, Piper Laurie — Good color, and that is all — the lowest grosser we’ve had in a long time. It certainly doesn’t deserve the percentage Universal is charging for it. Small towns should leave this one alone. Very small town, rural patronage. Played Saturday and Sunday, November 21, 22. — J. R. Snavely, Leith Opera House, Leith, N. Dak. REDHEAD FROM WYOMING: Maureen O’Hara, Alex Nicol — Another good western from Universal with excellent color. Good for any small town; play it, you can’t go wrong. Universal westerns are all good and the price is also right. Had average business both nights. Played Wedneday, Thursday, November 18, 19. — James Hardy, Shoals Theatre, Shoals, Ind. Warner Bros. BY THE LIGHT OF THE SILVERY MOON: Doris Day, Gordon MacRae — Here is a picture that should go well in any situation. This one is full of lively entertainment with lots of cowboys — just what my patrons like. Play it — you can’t go wrong — it will please young and old. Just made to order for small towns. Play it by all means. Played Thursday, Friday, November 26, 27. — James Hardy, Shoals Theatre, Shoals, Ind. LION IS IN THE STREETS: James Cagney, Barbara Hale — Another “Kingfish” story which was not liked much here. Did very poor business. Played Sunday. Monday, November 22, 23. — Dick Smith, Albany Theatre, Albany, Ind. SO BIG: Jane Wyman, Sterling Hayden— This is the third make of this picture, and it’s good. Perfect for small town exhibitors. Anyone who doesn’t like this picture wouldn’t like any picture. The producers should dig up some more of this kind. Did fair business. Played Tuesday, Wednesday, Thursday, November 17, 18, 19. — Dick Smith, Albany Theatre, Albany, Ind. MOTION PICTURE HERALD, JANUARY 2, 1954