Boxoffice (Apr-Jun 1937)

FWC Will Discontinue All Forms of Giveawaijs spring, remaining three still being under construction. Two Grand National features have been hooked for a double bill at the RKO-Hillstreet and Hollywood Pantages Theatres, starting April 21. Douglas MacLean’s “231/2 Hours Leave” will have top billing with B. F. Zeidman’s ‘‘Girl Loves Boy” sharing the bill. Ronald Vincent has changed the names of his two theatres at Laguna Beach, the Lynn being redubbed the Laguna and the New Lynn being called the Southcoast. A new theatre is being built at Arvin, Cal., by Dick Lemmuchi, Bakersfield exhibitor. As yet unnamed, the new house will have between 250 and 300 seats and will be decorated by Nate Smythe. Three of Republic’s current releases were screened this week at RKO’s projection room. They were “Jim Hanvey, Detective,” “Navy Blues” and “Git Along Little Dogie.” Warner Division Manager Jack Brower is off on a two week tour of his exchange centers. The first stop was in Salt Lake City. Among the visitors; Vincent Russo, Casino, San Diego; Jack Nelson, Fox Nile, East Bakersfield; Mr. and Mrs. Charles Gaertner, Simi Valley, Moor Park, and Earle Strebe, Plaza, Palm Springs; A1 Woods, Chino Theatre, Chino; Jake Dorner. Globe Theatre, San Pedro; Monte Friend, Montrose Theatre, Montrose; and Glen Harper, Corona Theatre, Corona. Bob Lippert of Royalty Films, is on a business trip to Detroit, Mich. He expects to return in several weeks. “Night Key,” Universal’s latest Boris Karloff starrer, was screened in the projection booth at the exchange, this week. Jack Berman. Filmrow’s only political tycoon, won a nomination for councilman from the ninth district in the local primaries, running the incumbent officer a close race for top honors. Here to make his home and build or buy a theatre, is F. Casey, former exhibittor from Sebastopal and Chico, in northern California. Filmrow’s oldest employe, from the standpoint of service, Betsy Bogard, is taking a few days off frome her duties at Warner’s booking desk to recover from a nervous ailment. Word was received at the Universal exchange that Ollie Wog, salesman, had been in an automobile accident near Tempe, Ariz., and although not injured, would be delayed for several days while repairs were made on his car. Ray Peterson, operator of the Fair Oaks theatre, Pasadena, returned recently from a four week tour of New Mexico and Arizona. The exhibitor, with his family, visited many of the vacation spots at Taos, Santa Fe, Phoenix and Albuquerque. Ben Fish, United Artists’ western division (Continued on next page) UNIVERSAL EXTENDS SALES DRIVE A MONTH New York — On the basis of a thorough reorganization of its studios during the first year of activity under the new regime ending April 5, Universal Pictures will extend the previously announced Grainger Month, which is being celebrated during April, to include another month of celebration during May. J. Cheever Cowdin, chairman of the board, returned to the home office Wednesday after a flying trip to the studios to witness filming of five new productions. Support for Good Art Films Exists New York — There is a motion picture public which is “neither herd nor clique,” observes the New York Times editorially in supporting the view that there is a place in films for “good art.” “The next time a movie producer rises to point out that the public gets only the kind of pictures it wants he can be confronted with Will H. Hays,” the Times observes. “In his annual report our movie czar asserts that the public wants good pictures. ‘Films based on the great works of drama and literature no longer are made in the resigned expectation that they must fall at the boxoffice.’ ” As for the low intelligence of the movie audience compared with the theatre audience, Mr. Hays finds it is only alleged. “It should be noted that Mr. Hays speaks of films based on great works of drama and literature. In other words, it must be good art, but also widely accepted art. This is a point overlooked by producers who seem to think it must be a choice between the commercial product and the arty. There is a public which is neither herd nor clique.” Emil Pathe Dead Paris — Emil Pathe, pioneer motion picture producer, died Monday at Pau. With his brother, Charles, he originated the firm of Pathe Freres, famous in the history of the film industry. The company opened a Jersey City studio in 1908. In later years the firm became, in the United States, Pathe Exchange and Pathe Film Corp. At the time of his death Pathe was president of the Pathe-Marconi Co. of Paris, which manufactures radio instruments. Los Angeles — What is believed by southern California exhibitors to be the death knell for all forms of theatre giveaways has been sounded here, with the announcement that Fox West Coast will discontinue its cash and merchandise lures at all theatres within the next two weeks. The sudden decision to stop using the boxoffice builders was, according to circuit spokesmen, in no way a result of recent attempts of Long Beach police to outlaw the lures in that city, but is a matter of policy reached after an extensive survey of the circuit’s operations. Among First Bank Nighters FWC theatres were among the first users of Bank Night and subsequent games when they were introduced here several years ago. Since then they have fostered several new stunts in this area, among them TenO-Win and car giveaways. There had been several attempts, led by prominent independent exhibitors, to get FWC to drop the coin games, hoping that such a move would result in a general decline in their use. The circuit, however, was adamant in its stand not to drop the games until now. It is the belief of observant showmen that nearly all the independents will fall in line with the Fox move and drop the coin games and merchandise lures entirely. MUSIC GROUP NAMES NEW EXECUTIVE BODY New York — The board of directors of the American Society of Composers, Authors and Publishers on Tuesday voted to reorganize its executive personnel by setting up an administrative committee, with E. C. Mills as chairman. Mills for a number of years has been general manager of Ascap. In addition to Mills, the new committee consists of John G. Paine, formerly chairman of the board of the Music Publishers’ Protective Ass’n, who has resigned to succeed Mills as general manager of Ascap, Gene Buck, Ascap president; Walter Fischer, Irving Caeser and Louis Bernstein. Harry Fox, manager of electrical transcriptions for MPPA for the past five years, assumes Paine’s former post as board chairman. EL REY MARQUEE BURNS Sacramento, Cal. — Fire of unknown origin broke out at the El Rey Theatre here recently seriously damaging the marquee before the blaze was extinguished. The house is a 1600-seater operated by Allen Lee, well-known local theatre man. BOXOFFICE :: April 10, 1937, 45