Inside facts of stage and screen (May 23, 1931)

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Page Ten INSIDE FACTS OF STAGE AND SCREEN Expert Exploitation 3y J.y Perry Silvey, S. F. Office, In.ide Fact* Outdoor News S'VN ^'RANCISCO, May 14.—The present slump and general busi- ness depresion apparently has all of show business looking for alibis and outs. Epecially the easy chair boys in the home offices of the chains This week sees the issuing of a so-called economic order by one of the biggest circuits, cutting all advertising to the bone or closer. The alibi in this particular case appears to be that regardless of what is done in the way of advertising and exploitation, business is still off, thereby, scoring a point in their own minds that advertising is worthless at this time. But the thought lying dormant in the back- ground is "Cut everything, and we can still make a good percentage. 'Otherwise we Will only have small returns on our investments until business retunrs to normal." Managers and p. a.'s of the circuits can- not be blamed for the poor business that will ensue, for to quote the classics "Theirs is but to do and die." The smaller exhibitors and the independents, on heariin? of these drastic big-timers' views, also become panicky and do likewise, when, if they stepped out, they could reap a lot of extra business. Concede that business is bad ati' ~ this time. Check on the causes. ' things off, the Umann scion of- One of the greatest is poor prod- ] fered the services of Don (who uct. But even a i oor feature will! in case you didn't know, is an ex- draw if the supporting bill is bol-! cellent organist, to the Boy Scouts By Rub<? Cohen. stered to the nth degree. A few extra dollars and a great amount of time expended in picking and booking shorts will go a long way toward turning out a satisfied pa- tron. Use a little of that oft-touted showmanship, for lying down and giving up isn't going to help mat- ters in the least. Then, too, many good explo. .tion gags take little or no cash, and if properly con- ceived and placed, will more than pay for itself in the box-office shekels garnered The .nain thing is to remember what the public will be interested in, and to sell them on that point. The lads in and about the Bay Section this week are putting a mark out to shoot at with plenty of fast stunts and gags, making the town look like old home w^eek. Rube Paradise The Weavei Brothers, Elviry and their Home Folks are at the RKO Golden Gate this week, which gives Arvid Ericksoai and Jack Gross something to do. Just a few- highlights from their excellent campaign follow. For one week in advance the inner foyer was transformed into a barnyard, with all the floor-boys in overalls and typical rube attire, in an environ- ment of hay bales, wagon wheels, horse collars and various other farm paraphernalia. The center of attraction was the life-sized cut- outs of the Weaver boys and El- viry well spotted in the center of the layout. On the sidewalk more hay bales were placed with the coming attraction bannered on. An advance street ballyhoo of a dilapidated buggy and a crow-bait nag, driven by a lad in customary farm attire, the whole gag weil bannered, made the business sec- tions with great regularity. The entire Weaver company also pa- raded a few dayb before opening, in a large truck, also bannered, wearing their costumes and play- ing a flock of hick instruments. A professional stilt-walker in over- alls, 15 or 20 feet from sidewalk to farmer hat, with the theatre banner on his back, entertained Market Street crowds throughout the engagement. A radio plug was received by having the troupe on the air. On this entire cam- paign, practically the only expense called for, - de of brain-work, was the salary oi the boy on Which goes its way to prove stilb that all exploitation need not be :J0Stly. Greeting Don George Dun George being engaged at the RKO Orpheum v.as an occa- sion for the demon p. a., Emil Umann, to strut his well-known ability. Emil found out that Don was a song-writer, whereby hangs a lot of exploitation. The Chron- f.T, }}^^ ^ syndicate column called Hollywood Close-Ups," and Don wrote his number around it. The paper ran a contest in its pages asking for a title for this number and offering a series of prizes for -je most fitting. Printed copies of the song and a flock of records autographed by Don will be given aw^ to patrons of the theatre, this also was included in the news- paper plug. A special tie-up was also obtained witl the junior page of the Daily News, which reaches two-thirds of the kids in the Mis- T^"^ ^"i^ "^^^^^ outlying sections. A double-truck co-op page of greeting to Professor George was a natural for Emil, as were the windows of the music stores with for their convention at the Civic Auditorium in return for a lit- tle (?) free publicit. And the offer was accepted in short order, thereby giving the enterprising musician a great welcome and the aforesaid demon p. a. an oppor- tunity of breaking the vest" but- tons. The Public Enemy Ed Fitzgerald, returning to San Francisco after a long absence, proceeds to make himself known at the Warner Theatre by indulg- ing in a selling spree of fine merit for the blood-curdler, ''The Pub- lic Enemy." A tie-up with a local dairj"^ resulted in the placing of 25,000 milk bottle hangers on as many bottles of the fluid placed on the doorsteps in the wee morn- ing hours. The housewife, upon reaching for the bottle could not help but notice the hanger and its copy — ''Protect your milk from 'The Public Enemy.' Flies are dangerous, but *The Public En- emy' is still more terrifying. Don't fail to see this remarkable melo- drama at Warner Brothers' Thea- tre, starting (date)." Fitzgerald chartered an airplane and attached a 55xl2-foot banner to it in the manner of the sleeves used for aerial target practice, with the theatre name on one side and the title on the other. This covered the entire regrion flying at an alti- tude so that the copy was clearly decipherable. A 55-foot spread is darned effective, even in the air. A special story was elicited from the Call-Bulletin with the Kiss-o- meter (scientific name being for- gotten), which tells the reaction from a kiss. Dr. George D. Gil- laspie officiated, with Earl Austin the lucky lad and Lorraine White and Estelle De Baca the kissees. No matter who won, Earl received a break right along with the the- atre. The Call took pictures of the experiment, and ran a fea- tured story with them. At press- time, Ed was working on having the city health officer proclaim a "Public Enemy" w^eek in conjunc- tion with the theatre, tying in with exterminating vermin and filth in the city, as exemplified with the wiping out of gangsterdom in the picture. All in all, these few items from his campaign will well bear repeating elsewhere. More Co-Ops Fay Reeder and George Sharp, both with the Fresno Fox staff, worked out a special tab co-op sec- tion with the Fresno Bee for the opening of "Trader Horn" at the Fox State. Well illustrated and with the news angle of "Trader Horn" played up throughout, the issue created more than usual in- terest, and was of great benefit to both theatre and merchant, which is the point always sought after in this type of exploitation. George Roesch and Ralph Allen, of the Fox Hippodrome in Sacra- mento, pulled a similar tab sec- tion in the Sacramento Bee on the return of stage shows to that house. The stand-out, though, on their campaign was the staid old Bee running a front-page story of the event, which is something to look wise about in Sacramento. Special billboards, a double-truck page, many lights, and a boister- ous parade finished the opening, with a free-for-all newspaper-men- and-theatre-staff party after work- ing hours that was the hit of the SAN FRANCl.SCO, May 22.— A communication from the Ukiab (Calif.) Rodeo Association noti- fies this columnist that the com- mittee will book eight acts of RKO vaudeville to be presented in the high school auditorium the first two nights of the event, RKO will also produce the page- ant "La Fiesta" on the third night. More than 300 people will participate. Orchestra from San Francisco will furnish the music. A "Princess" contest is now on under the management of Arthur Craner. Dates of the above event are June 12-13-14. James Ransom, the clever acro- batic clown, writes that Texas is bad medicine this season and de- sires to come to the coast for some engagements. He will prob- ably hook up with some outdoor outfit out here. Board of directors of the Rcd- w 0 o d Empire Association will hold a meeting this week at Lu- cerne, Calif., to discuss plans for a Golden Gate Bridge celebration in July. A plan has been pre- sented to them by a prominent producing company and they will probably accept. Val Valente, one of the most popular radio and cafe band lead ers on the Pacific Coast, will take a band on tour this summer. His outfit will be featured at many of the more prominent fairs and celebrations. They will also play dance and theatre engagements Band will travel in own bus and consists of 12 pieces. Foy Amuse- ment Enterprises, of San Fran- cisco, is arranging the route for the tour. A company of seven members, capitalizing on in-person appeal of screen players, is opening a tour at the Lincoln Theatre, Cheyenne, Wyo., May 31. Wesley Barry, former promi- nent "kid" picture actor, heads the cast. The plav is "The Moulting An- gel," by Ralph Welles. Welles, who is well kno^vn in Hollywood both as writer and actor, present- ed the play locally at the Writers' Club and got a highly enthusi- astic response from all critics who caught it. Where possible the show will Saturday, May 23, 1931 be booked into Fox houses, with the tour planned to cross the coun- try and end up in New York. The organization carries two arc lights for in-front ballyhoo, showing the stickstei's how Hollywood circuses its openings, whether of a new million-dollar theatre or a poanut stand. Al W. Gillis is manager and producer. IN ST LOUIS SAN FRANCISCO, May 22.— Ruby Lang and Will Hayes are now in St. Louis at the Gaiety Theatre in stock burlesque. Fanchon and Marco Route List of "Ideas" Gardner Harold Stanton (21-27) Walkathon at Spokane folded last week due to bad business'. Will Maylon was Opposition, and among contestants closing. the promoter, dissatisfaction hurried the Babcock Shows are playing the lots around Los Angeles. Hun- sakers* Exposition Shows are also booking busy residental corners. Business fair. Will Wright, friend and busi ness associate of *'Speedy" Dick Parks, popular vice-president of the Pacific Coa.st Showmen's As- sociation has a tremendous money maker with his **Death on the Guillotine" show now booked with Conklin and Garretts Canadian Shows. He got top money on the Elks midway at Vancouver, B. C, opening week of that show. Hollywood Juvenile Circus, comprising 250 of Hollywood's cleverest children, will open at Pasadena' on June 22, under Al Leichter's direction. They will play under the auspices of the Sciots. Ten other California cities are also booked to play the at- traction. pics and theatre copy. To top year, from all reports. Joe E. Brown, screen and stage comedian, has cancelled his $100,- 000 suit against the Al G. Barnes Circus. Suit was looked upon as a publicity stunt in connection with one of Brown's forthcoming productions. *'Hoot" Gibson's Rodeo at Sau- gus, Calif., drew tremendous crowds on both days of its show- ing. Third, and final day, had to be held week later. Postpone- ment was caused by rain. Big- gest turnout of cowhands ever assembled in these parts. Con- tests were featured by many ac- cidents to performers. Henry Bros. Circus is a little wagon show that is making money in California. It features the Henry family and they do everything but pull the wagons to the next stand. Very versa- tile little show. Pleasing the cus- tomers, too. Elitch Gardens, Denver park, is now open and had big crowd waiting for gates to swing wide. Park features Earl Kaye and or- chestra in the Trocadero ball- room. Many new features are (Continued on page 11) Following is the Fanchon and Marco Ideas route Bchedtilo, with the opening and closing: dates, all of the current nnonth, in parentheses, beside the name of the town: LOS ANGELES (21-27) Loew's State Theatre "Vacation Days" Idea /.eiaa Santloy Kathleen Kay 3 Jacka and a Queen Lee Wilmot and Ralph Peters Kirk and Lawrence SAN DIEGO (21-27) Fox Theatre "3 Big Figures" Idea S Janjileys Muriel Haline Francis HOLLYWOOD "Tomorrow's Stars" Idea Bernie, VeromVa and Walker Zelma Bushner Dorothy Welch Ruth Kuiianiatsu Karsen and Grctel Wanda Allen Harry Stockwell Mary Miles Fern Dale Theol Nelson Anderson and Allan FRESNO (28-30) Wilson Theatre "Sketches" Idea "Limberlegs" Edwards Royal Gn<;r»?irne Angelo. Andre and Sanger Mildred Perlee Frank Hopkiosoa Allan and Campbell SAN JOSE (24-27) CaUfomia Theatre "North-South-East-West" Idea Jack Waldron and Harriet Helen O'Shea Elvira Tanzi Glen Dale SAN FRANCISCO (21-27) Warfield Theatre "Broken Doll" Idea Charles Bennington and Co. Three Comets Mowatt and Hardy OAKLAND (21-27) Oakland Theatre The Great Raymond Jones and Wilson PORTLAND (22-28» Paramount Theatre "Varieties" Idea Sully and Thomas Flying Flemings Daker, Dove and Allen Norman Thomas Quintet UTICA (22-28> Avon Theatre "Gold**!. West" Idea Bill and Harriet Hutchins Ben Hur Ponies Chief F^nffle Feather Jimmie Ames Vi^.^rie W^ade Be Ho Cray and Co. Aibertina Ranch Girls SPRINGFIELD (22-26) Palace Theatre "Love Letters" Idea Nelson and Night Will Aubrey Jeanne Devereaux George Ward French's Aeroplane Girls WORCESTER (22-28) Palace Theatre "lleadliners" Idea Mel Klee Great Yakopis Gay Sister*? Walter Jennier Wells Winthr.rop and Stanley HARTFORD (22-28> Capitol Theatre "African" Idea Ed and Morton Beck Prosper and Marct 3 Brown Buddies Foster's Monkeys Cherie and Toniasita NEW HAVEN (22-28) Palace Theatre "Top of World" Idea Gene Morgan Russell and Johnson Fawn and Jordan BRIDGEPORT (22-28) Palace Theatre "Prosperity Idea" Lucille Paige Danny Beck Jack La Vier Co. Aaron Sisters BROOKLYN (22-28) Fox Theatre "Vaudeville Echoes" Idea Four O'Connors Aerial Rooneys Eight Allisons Bobby Henshaw Dorcen Rae NEW YORK (26-27) Audubon Theatre "Icy Hot" Idea Al Ic Groh Horas and .Wallace Bloniberg's Dogs Helen MacFarland PHILADELPHIA (222-8) Fox Theatre "Topical Tunes" Idea Costia and Verdi Alexander Sisters Bob and Eula Burroff Niles Marsh Don Carroll Dorothy Thomas VIC DE LORY SEATTLE (22-28) Paranaount Theatre '•Russian Art" Idea Walters Duo Russian Ensemble Olga and Mishka Eddie Kube Bill Telaak Bud Hanley ST. LOUIS (21-27) Fox Theatre "Mickey Mouse" Idea Louis and Cherie Chrissie and Daley Three Rolling Stones Helen Pctch Toots Novelle MILWAUKEE (21-27) Wisconsin Theatre "Submarine" Idea Radcliffe and Bob Ward and Pinkie Aerial Bartletts Claire and Stuart Robt. Cloy Steve Moroni DETROIT (22-28) Fox Theatre "Talent" Idea The Marinellie George P. Wilaon Jean Carr and Family Gaynor and Byron NIAGARA FALLS (22-28) Strand Theatre "Moroccan"Idea Ferdna and Go. James Gaylord Gaylene Gny\, Bert and Daro Sherry Louise Eva Nightingale WASHINGTON (22-28) Fox Theatre "The Dance" Idea Everett Sanderson Arnold Giu-er Lee Murray Dave Roble Patsy Boland ATLANTA (23-29) Fox Theatre "Society Circus" Idea Tabor and Greene Harry Wooding Harris Twins Betty Martin NEWORLEANS (22-28) Loew^s State Theatre "Espanola" Idea Mayo. Caruso and Suzanne Harry Vernon John and Harriett Griffith May Packer Abbey Green NEWORLEANS (22-28) Loew's State Theatre "Gondoliers** Idea Jassllps Richardson Ben All's Bine Devils Moro and acYonelH The Romeros HOUSTON (22-28) Loew's State Theatre "Seasons" Idea Frank Melino and Co. Lotti Loder Aida B roadbent Russell and Marconi Campbell APARTMENT HOTEL 971 WILSHIRE BOULEVARD Catering Exclusively to the Theatrical Profession and making exceptionally low rates Wire — Write — Phone for Reservations VA. 2276 SALES RENTALS SCENERY COMPLETE STAGE EQUIPMENT FABRICS J. D. MARTIN STUDIOS PRESENTATION SETTINGS STAGE PRODUCTIONS RIGGING — SCREENS 4110-18 Sunset Boulevard HOLLYWOOD, CALIFORNIA OLympia 1101