Motion Picture Herald (Oct-Dec 1956)

Curbing Rowdyism To the Editor: Recently I had a meeting with all of our managers in Ft. Wayne, Ind. One of the most serious topics I put a great deal of emphasis and stress on was the curbing of rowdyism in our auditoriums. I told our managers that by not curbing and controlling the teenagers they were keeping adult patronage away from the theatre. I was pleased to receive in the mail a letter informing me of a positive step that was taken by Frank Stiles, the manager of our Uptown theatre in Richland, Wash., who did not attend this meeting and therefore was not motivated by anything I had to say. In this letter, Mr. Stiles stated that the student admission price gives him a powerful hand in curbing rowdyism among teenagers. Following is an excerpt from his letter: “If we revoke a few of them and the kids have to pay 75 cents — if they can come at all — it’s going to make the rest stop and think. Along this line, I have gone a step further — and it’s working! I have put into effect a simple ‘code of dress’ for the boys in particular and the girls, too, if they need. I am insisting that the boys wear pants that fit properly and cover them decently and they must wear belts! No more are they allowed to come to the theatre indecently exposed. The girls are to be dressed properly, too. “Short” shorts, shirts hanging out and dirty jeans are out. “Drastic, you say. I don’t think so. Every school, church and countless parents have called me, congratulating me for taking this step. The high school P.T.A. is all for it. Most of the kids agree with me. A few — very few — think I’ve got a lot of nerve trying to tell them how to dress. I’m not telling them that at all. I’m telling them how to dress if they want to come to my house. It’s a proved fact that the manner of dress definitely influences any group’s behavior. This is working for us. Soon they’ll know that all they have to do is dress neat and clean, and we’ll get along fine. “I understand that when the high school P.T.A. discussed this the other night they made the comment that if one of the merchants was that much interested in the looks and behavior of the Richland teenagers, it was time that the parents and schools did something too. I believe that we have started the ball rolling in the right direction.” I am sure a move in this direction for all theatres, in cooperation with the school authorities and the P.T.A. would help in every community. — S. J. GREGORY, Alliance Amusement Company, Chicago, III. • Starting Time To the Editor: Not only do we show the starting time of our performance in every ad we run, regardless of size, but we have a displayin the window of our box office into which is inserted a copy of our program and schedules, the same as is used in all parts of the theatre. In addition to this, from time to time we run a short institutional trailer on the screen, not only requesting that patrons get into the habit of seeing all movies from the start, but also requesting our patrons to check our daily ads for programs and show times playing. We try to set a standard of times such as complete shows at 1, 3, 5, 7 and 9, and on those occasions when we have to deviate from this, we call attention to this with a notation in our ads along with the time of the programs. I have been doing this in the theatres that I have managed for the past 29 years and I was surprised to note all the comment about this in the Letters to the Herald.—EARLE M. HOLDEN, Lucas Theatre, Savannah, Ga. MOTION PICTURE HERALD October 27, 1956 SHORT SUBJECTS ON THE MARCH — A special section 24-34 MPAA organizes program to build business at box office 12 FINANCING gives new impetus to Hollywood production picture 13 J. R. VOGEL optimistic as he takes over post as Loew’s president 16 RANK plans to open U.S. distribution offices in New York 17 INDIANA Allied holds 30th annual convention 17 ELECTRONICAM, after demonstration, finds a market in Hollywood 20 POLL of patrons by Malco circuit provides valuable information 21 BRITISH Board of Trade receives film report of the NFFC 22 ROY COCHRAN named president of Tri-States association 35 AB-PT reports earnings rise for first nine months 35 SERVICE DEPARTMENTS Film Buyers' Rating 3rd Cover Hollywood Scene 23 Managers' Round Table 41 The Winners' Circle 36 National Spotlight 37 IN PRODUCT DIGEST SECTION Showmen's Reviews 121 Short Subjects Chart 1 22 The Release Chart 124 MOTION PICTURE HERALD, Martin Quigley, Editor-In-Chief and Publisher; Martin Quigley, Jr., Editor; Charles S. Aaronson, Managing Editor; Floyd E. Stone, Photo Editor; Vincent Conby, News Editor; Ray Gallagher, Advertising Manager; Gus H. Fausel, Production Manager. Bureaus: Hollywood, Samuel D. Berns, Manager; William R. Weaver, Editor, Yucca-Vine Building, Telephone HOIlywood 7-2145; Washington, J. A. Often, National Press Club; London, Hope Williams Burnup, Manager; Peter Burnup, Editor; William Pay, News Editor, 4 Bear St., Leicester Sq. Correspondents in principal capitals of the world. Member Audit Bureau of Circulation. Motion Picture Herald is published every Saturday by Quigley Publishing Company, Inc., Rockefeller Center, New York City 20. Telephone Circle 7-3100; Cable address: "Quigpubco, New York", Martin Quigley, President; Martin Quigley, Jr., Vice-President; Theo. J. Sullivan, Vice-President and Treasurer; Leo J. Brady, Secretary. Other Quigley Publications: Better Theatres and Better Refreshment Merchandising, each published thirteen times a year os a section of Motion Picture Herald; Motion Picture Daily, Television Today, Motion Picture Almanac, Television Almanac, Fame. SHORT SUBJECT REVIEW This issue of The HERALD includes a special review of short subjects. With the concentration on "big" pictures and pictures with special merchandising appeal, there never was a time when programming deserved more careful attention by exhibitors in every type of situation. In keeping with the progress of the new techniques— and changing audience tastes— production emphasis has shifted in shorts as well as in features. A familiarity with what the producers are making is essential in order to make best use of the various types of shorts available. It may be debatable whether a good short subject is enough to "save" the entertainment value of an otherwise mediocre program. On the other hand there is no doubt that a good short can help make a good program better. Every good showman makes the maximum possible use of good short subjects, carefully selected to fit his community. —M.O.,Jr. 8 MOTION PICTURE HERALD, OCTOBER 27, 1956