OCR Text |
Show Yergensen Bros. Pioneer Roadshow Engagements For many years there has hcen a hue and cry on the Iart of movie-goers in .small towns that they have been obliged to wait what seemed forever before seeing top roadshow road-show attractions in their communities com-munities - films such as 'Hawaii," "The Greatest Story Ever Told," "Dr. Zhivago," and The Sound of Music." Their contention has been that there must be some way to bring high production value roadshows road-shows to the local level much, much sooner. The city of Cedar City has found its champion of the day in Kldon and Glen Yergensen, owners of the Cedar Theatre. Reacting to the tide of public sentiment out of their deep concern for the town's moviegoers, movie-goers, Yergensen Bros, took up the standard to see what they could do to give Cedar City a top roadshow attraction. After a series of lengthy discussions dis-cussions and negotiations, they were eminently successful success-ful in prevailing upon James R. Velde, United Artists Vice President and General Sales Manager, to have a test engagement en-gagement of "Hawaii," the immensely im-mensely popular reserved-seat presentation starring Julie Andrews, An-drews, Max Von Sydow, aiid Richard Harris. Cedar City is one of three small but important cities in the country where "Hawaii" will be shown, and the experiment, exper-iment, if successful, could well pave the way for a revolution re-volution in roadshow policy. It was decided that this test roadshow engagement of "Hawaii" will be held at the Cedar Theatre for three days: Tuesday, Wednesday, and Thursday August 15, 16, and 17 (four performances only) one performance each evening and a matinee performance on Wednesday. A special Reserved Performance" Per-formance" policy will be inaugurated in-augurated for this important limited "Hawaii" roadshow engagement. The "reserved performance" policy will enable the moviegoer movie-goer to purchase tickets in advance, which will guarantee a seat to every ticket holder for the performance of his or her choice. Tickets will be on sale at the Cedar Theatre Box Office and elsewhere around town and can be purchased up until the time of the evening or matinee performance. Evening performances will be at 8:00 p. m. and the Wednesday Matinee at 2:00 p. m. The importance of this test run of "Hawaii" can be underscored under-scored in the following ways: 1. For the first time in film history, a small city will be playing a major roadshow attraction at the same time as the large population centers, cen-ters, such as Chicago, San Francisco, and Seattle. 2. The "Hawaii" test will determine whether there are enough people In Cedar City who want to see a top roadshow road-show attraction and thus whether bringing other such films to town in the future Is feasible. 3. If "Hawaii" Is a success here, similar communities throughout the country will be given the same opportunity to play roadshows while they are still fresh and new. United Artists has sent James Bruno, supervisor of roadshow theatre operations, to Cedar City to arrange for the showing of "Hawaii" and to acquaint the Yergensens with roadshow policy and operation. |