Boxoffice (Apr-Jun 1937)

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NHWS AND VIEWS OP THE PRODUCTION CENTER An Impressive Lesson By IVAN SPEAR ^HERE is something of a moral victory for the nation's motion picture exhibitors in the resignation of Paramount's Fred MacMurray as master of ceremonies of Columbia Broadcasting System's Hollywood Hotel radio program. Showmen's attitude toward the continued appearance of picture stars on air programs is now history, the latest and most emphatic chapter of which was written at the recent convention of the Motion Picture Theatre Owners of America, when that body went on record as unmitigatedly opposed to the union between films and the ether waves, which has grown to unbelievable strength and proportions during the past year. Exhibitors contend this union is having a definitely detrimental reaction on boxoffice grosses for reasons too numerous to list; not the least of which is the claim that film folks are shorn of their glamour when they attempt to broadcast their particular and respective brands of talent. The loss of this glamour and the consequent disillusionment of picture fans is, according to the theatre operators, resulting in the developing of many of filmdom's erstwhile best boxoffice bets into turnstile duds. MacMurray's short sally into the realm of radio entertainment would indicate that the exhibitors are not entirely wrong in this attitude. While it was announced that his separation from the soup program resulted from differences over salary, it is a generally accepted fact in both film and air circles that he bowed out of the picture because he was delivering a very poor job in his efforts to fill the shoes vacated by Dick Powell. In short, MacMurray, who has enjoyed a rather meteoric rise in popularity as a picture star, just failed to click as a regularly scheduled air entertainer; and it is reasonable to assume that his sponsors, his fans and he, himself, were quick to realize it. Certainly, the listening public did not hesitate to turn thumbs down on his other efforts. This is not intended in any way to castigate MacMurray. Rather, he is entitled to a word of approbation for displaying good judgment in recognizing his shortcomings and taking steps to rectify his mistake; and, surely, no one will deny that his taking the Hollywood Hotel spot was a mistake in the first place. It is to be hoped that his decision to devote his entertainment activities exclusively to his first love — the screen, a medium that has treated him exceptionally well — has not come too late and before his ill-advised radio venture cost him any of his splendid film fan following. In any event, his experience should be an impressive lesson to other screen personalities, more and more of whom are being approached every day with radio offers. They will be wise to weigh well their own talents and abilities, to consider thoroughly what motion pictures are doing and have done for them before they are lured by the possibly unstable lush verdure of radio's fields. WESTERN EDITION Is One of the Seven Sectional Editions in Which BOXOFFICE Is Published Weekly. The Other Six Editions Are: NEW ENGLAND. MIDEAST, CENTRAL, MIDWEST, SOUTHERN, EASTERN. IVAN SPEAR, Western Manager, Suite 219, 6104 Hollywood Blvd., HoIlyTvood, Calif., Phone GLadstone 1186. WALTER BARUSCH, 201 Golden Gate Bldg., 25 Taylor St., San Francisco, Calif. JOE COOPER, 2417 Second Ave., Seattle, Wash. JOHN A. ROSE, 1620 Clarkson St., Denver, Colo. VIOLA BROWNING HUTTON, 605 Utah Savings & Trust Bldg.. Salt Lake City. Utah.