Boxoffice (Apr-Jun 1937)

Paramount Airer No Trade Threat New York — “Paramount on Parade,” the first series of nationwide radio broadcasts sponsored by a major film company and originating from its studio, will have to improve appreciably if it is to keep potential motion picture patrons at home. That was the impression gained by this reviewer last Sunday when the first program of the series came over the NBC network from Paramount’s Hollywood film factory. Below Average Stuff Allowing for slight delays and some confusion in getting started and in locating the players, the broadcast was in no way outstanding and in point of humor or originality was below the standard set by the average Sunday entertainment dished out by the major networks. Shirley Ross, singing “Sweet Is the Word for You” from her picture “Waikiki Wedding,” was the high spot of the program, no doubt intended as a strong plug for the picture, which is a current release. The cross patter betwen Lynne Overman and Mary Carlisle, who will appear throughout the series, was nonsensical enough to elicit a few laughs, while Phil Harris, conducting his orchestra and introducing a few specialists from “Turn Off the Moon,” provided several melodious interludes. Dedicated to Exhibitors The series is dedicated, according to the announcer, “to the exhibitors throughout the country,” probably as a sop to the showmen who have been objecting militantly against the appearance of film stars on air programs. The broadcast emanated from the studios in Hollywood at 9 a. m., was heard in the Rocky Mountain region at 10 a. m., in Chicago at 11 a. m., and was received in New York and other eastern points at noon. The same time schedule will be maintained for the series. “Paramount on Parade” is being produced by Boris Morros, Paramount’s studio music director, under the supervision of C. J. Dunphy, studio publicity and advertising head. Dunphy caught the initial program in New York. — D. R. Plan Indefinite Run The NBC program department this week informed Boxoffice that “Paramount on Parade” is scheduled to run “indefinitely” each Sunday, over the NBC red network, “until they find something better to take its place.” Garnett on "Stand In" Tay Garnett goes over to the Walter Wanger unit April 14 to begin direction of “Stand In,” the Clarence Budington Kelland yarn which Wanger will produce from the script being prepared by Gene Towne and Graham Baker. Leslie Howard takes the starring role. OPERATIC SEQUENCE FOR "BIG BROADCAST" Adding a touch of operatic lustre to “The Big Broadcast of 1938,” Paramount has signed Kirsten Flagstad, Wagnerian soprano, for a number in the forthcoming musical show which Harlan Thompson will produce. Miss Flagstad’s number will be recorded and photographed in Paramount’s Astoria studio, but all sets will be designed and built in Hollywood, then shipped east. AL LEWIN APPOINTS "GETTYSBURG" AIDES Albert Lewin, Paramount producer, has appointed Charles Reznikoff as his assistant, and has made William G. Beymer technical adviser on “Gettysburg,” the Fred MacMurray starrer which will be Lewin’s first production for the studio. Beymer is considered one of the nation’s foremost authorities on Civil War history. A Pretty Tale The beauty industry, in which it is estimated that women spend at least one billion dollars a year, will form the basis of a new story to be filmed by Samuel Goldwyn, tentatively titled “Beauty Parlor.” Merle Oberon will be starred. Goldwyn is dickering with Elizabeth Arden, famed beauty specialist, for the use of the famous Arden Beauty Camp in Maine. GN Assigns Try on Glenn Tryon will collaborate with Armine von Tempski on the screenplay of her original story, “Honolulu Honeymoon,” which will be the third feature produced by the Victor Schertzinger-Zion Myers unit for Grand National release. Tryon, who will direct “Honeymoon,” puts the first Myers production, “Small Town Boy,” into work April 5, with Stewart Erwin starred. WANGER SIGNS MARLA SHELTON Walter Wanger has signed Marla Shelton, San Diego stock company player discovered by W. S. Van Dyke, to a longterm contract and has spotted her in a role in his “Vogues of 1938.” “CARNIVAL QUEEN " CHORES SET Lew Collins will direct “Carnival Queen” for Universal. Robert Presnell produces, with shooting scheduled to start this week. Boyer Will Produce for Walter Wanger Charles Boyer has joined the ranks of production executives at the Walter Wanger studio under terms of the new contract signed by the French actor. He will continue to act, however, and his first production will probably be his own original story, ‘‘The Man With Twelve Models.” Norma Shearer Not "O'Hara" Candidate One of the score or more candidates, Norma Shearer, whom the film colony some time ago nominated, elected and virtually cast as Scarlett O’Hara in Selznick International’s filmization of “Gone With the Wind,” has been permanently lopped off the list, even though it took a battery of official statements and signed denials to lend an air of indubitable authenticity to the announcement of her retirement from the race. Miss Shearer’s withdrawal from consideration for the part bears out the surmises set forth by insiders last week who laid the responsibility for the intensive campaign of casting conjectures at the door of Russell Birdwell, Selznick International publicist, who has proven his mettle in this method of arousing public interest on previous occasions. David O. Selznick issued a statement this week affirming Miss Shearer’s retirement from the race, which read: “Miss Norma Shearer and we of Selznick International have jointly come to a conclusion against the further consideration of the idea of Miss Shearer playing the role of Scarlett O’Hara in ‘Gone With the Wind.’ Miss Shearer has made other arrangements, and we are continuing the search begun several months ago, and never interrupted, for an unknown, or comparatively unknown, actress. To this end the staff assisting George Cukor in his survey of potential talent in theatrical and other groups in the east and south has been augmented. Our regret that Miss Shearer’s decision and our own have made impossible our association at this time, is tempered by the hope she may one day find it possible to do a picture for us.” Miss Shearer’s statement of withdrawal was worded: “I regret very much that due consideration by Mr. Selznick and myself has caused us to abandon the exciting part of Scarlett O’Hara as a possibility for me. I have other plans which I cannot divulge at this time which preclude my giving the idea any further consideration. I shall be watching with great interest to see whom Mr. Selznick selects and whether she will be a well-known star or a newcomer. I know she will be wonderful and I will be wishing her luck.” The studio last week had already denied that Miss Shearer was on the inside track for the part, pointing out that she was only one of scores of others under consideration. As yet “Gone With the Wind” remains uncast. Reinhardt Is Assigned Warner has assigned Max Reinhardt to direct “The Gamblers,” starring Bette Davis, from the original by Feodor Dostoievsky. Production will start this summer, after Miss Davis has completed her role in “That Certain Woman.” Adaptation on “The Gamblers” is being handled by Milton Krems. 20 BOXOFFICE :: April 3, 1937.