Exhibitors Herald (1927)

28 EXHIBITORS HERALD March 26, 1927 !)■ Reichenbach, 30 Years on Job, Tells What He’s Learned And Ids a Panoramic Picture of Entire Industry — Cheese Club Honors Press Agent DeLuxe — Foxites Frolic By JOHN S. SPARGO New YORK, March 22. — Thirty years a press agent and the topnotcher of them all (see income tax returns) is a record that ought to get man something, and in this case it does. The man is Harry Reichenbach and the something it gets him here is a chance to do a little extra work for this column. And he did. Last week Reichenbach celebrated (by a lot of hard work) the passing of the thirtieth year in his chosen profession. Incidentally also he celebrated a birthday anniversary — just what one we don’t know — ^but the silver crown he carries on his inventive noodle is a sign of youth, not age. And now about the extra work. We asked Harry to write us something about what he had learned during that thirty years, and here it is : By HARRY L. REICHENBACH That the farther up you go. the colder it get.s and the smaller things look below. That publicity is like the proofs of a picture; after the sitlee sees either. enthusiasm wanes. That a press agent's bitterest enemy is another press agent. That an actor thinks aU the stories printed about hint are true and that he deserves even more. That a producer has the most insatia* ble appetite for personal mention and that the less important a personality really is. the more important it is that he get important mention. That the more successful you become in your business the less 80 you are with your friend.<>. That the more stuff you get in the papers the easier it seems to your client and the more loath they become to paying you. .4s to Gratitude That there is less gratitude for good exploitation than any other human service. That press agents have done less to dignify themselves than any other set of employes. TH.VT petty politics enter into the realm of publicity more than any other branch of theatricals. That the average publicity man knows less of his true value than any other species of writer. That press agents are less thrifty than any other writers and thus are rarely fortified against loss of work. lliat press agents cringe and cry and cater to their employer more than any other theatrical workers. That few producers take their publicity heads seriously. That hard work and a constant desire for results are better etiuipments than college training for publicity men, H.VT a press agent is never paid more than he asks. That with some publicity workers, as with some film critics and reporters, it's a long time between, thinks. That Howard Dietz, Victor Shapiro, Paul Gulick, Glendon Allvine and A1 Feinman constitute the front rank of film publicists. That Metro advertising is the outstanding copy of the day. That alter Wanger is the finest and most understanding production head to work with. 'That S. K. Kent is the superior mentality encountered during my thirty years. That Sam Katz is the smartest showman and has the most progressive theatre mind I have ever known. That Nick Schenck is the greatest executive I have ever met. Tliat Joseph Schnitzer is the most sincere employer I have worked with. That A, M. Botsford is at once the hardest worker and most understanding associate 1 have ever dealt with. That Martin Quigley is the finest type of editor I have ever known. That I have never been “held up" or “touched" by a reporter in iny life. That I have never been defrauded of a loan made to a newspaper man in my life. That Clara Kimball ^ oung was the most remarkable star; Alice Brady, the best natured ; Francis Bushman, the most appreciative; Mae Murray, the most intolerant and egotistical; Mrs. Valentino, the least able ; Rod La Roc(]ue, the most likable, an<l Ethel Barrymore, the most exacting. That Adolph Zukor. the greatest visionarv; Dick R owland, the most affable; Marcus Loew, the most lovable, and Carl Laemmle, are the most ambitious heads of firms I have known. That Albert Parker was the most desirous of advancement; Edwin Carewe, the most tenacious; Stroheim, the most egotistical, and George Loane Tucker, the most lovable of directors. That Samuel Gohlwyn was the toughest employer and at the same time the greatest educator and Jesse Lasky the easiest to get along with. Tliat's what I've learned— if I have learned. ♦ * * The Cheese Club will throw a luncheon to Harry Reichen1>ach next Friday afternoon, as a testimonial to Harry upon the occasion of his celebration of thirty years in the show business. Just that long ago Harry broke loose from his home ties in Cumberland, Aid., and joined a tent show. Ever since then the show business and Harry have been inseparable. During this period of thirty years, Harry has accomplished much in the realm of the amusement world. He has been actively identified with world tours of distinguished artists ; as press agent for some of America’s foremost dramatic artists. The luncheon will be held in the main dining room of the Friars, and members of the A. M. P. A. and Green Room Club, of both of which organizations Harry is a member, will be on hand. Harry will be told something of himself at this particular luncheon and the Cheese Club is preparing a program of events that will surprise the guest of honor, to say the least. * * * The Minstrel Show staged at the Fox Fun Frolic at the AdcAlpin Hotel last Friday was broadcast for an hour by WMCA. A burlesque Fox News reel, prepared by Truman Talley, was another highlight. Fox Athletic Club issued an elaborate 104-page booklet for the occasion. ^ ^ Hamilton Called to California Neil Hamilton, whose Paramount contract was renewed recently, has been summoned to California for his first role under the new arrangement. What that role will be is not yet known to Hamilton, beyond the fact that it will require a three days’ growth of beard to play it. * * Louis Anger, acting vicepresident of United Artists Theatre Circuit, Inc., left New York last week for Pittsburgh, Chicago, Toledo, Kansas City and Cincinnati. Mr. Anger said that he was going to Pittsburgh, Chicago and Kansas City to perfect details on United Artists theatres already announced for those cities, and to Cincinnati and Toledo to entertain propositions for theatres in those cities. >}: Richard Dix, who remained in New York long enough to assist Julian Johnson and John W. Conway with the editing and titling of his latest Paramount picture, “Knockout Reilly,’’ has seen this work satisfactorily completed and the film turned over to the laboratory. ^ Hendee Addresses Women Harold Hendee, director of research at the Paramount Long Island studio, has accepted an invitation of the Woman’s Reading Club of Rutherford, N. J., for next A'londay evening, when he will give a talk on the necessity for research in motion picture production. The arrangements were made through the offices of the Motion Picture Producers & Distributors of America. THE FOX FILMS MINSTRELS gave “A Night in Minstrelania” at the Fox Fun Frolic at the Hotel McAlpin in New York. “Bunny" Weldon, night club producer, supervised, while Fox personnel provided the talent.