Motion Picture News (Jul - Sep 1930)

34 Motion Picture News July 5, 1930 New Advertising Code Gives Thrill To Newspaperman When the Hays organization sent to the metropolitan press copies of the advertising code adopted last week, Howard Cushman, feature writer for the World, chortled with glee, rushed to his typewriter and banged out the following news story of the event: "Here's the news, folks — news packed with 1,000 thrills! What lovin'— what a man! The hottest show in ... . Wait a minute — we're getting all mixed up. It's that movie page we've been reading. "What this story started to chronicle was that the press agents of all the big movie companies have gone and adopted a code of advertising ethics — you know, like their bosses under Will Hays adopted their own code of sweetness and light a short time ago — and from now on it looks as though the movie stories and the ads will be as dull reading as the financial advertising in the Wall Street Journal. The code, which will apply to press hooks, newspaper advertising, trailers, outdoor display, novelty distribution and all other forms of motion picture exploitation, will be based on 'truth, honesty and integrity.' (The quotes are the press agent's who sent out this announcement from the office of the Will Hays organization, the Motion Picture Producers and Distributors of America, Inc.) It Looks Unanimous "All the big member producers of that organization— Fox, Radio, Loew, Metro, Paramount, Pathe, Warner, Tiffany, et al — have signed the pledge, so it looks unanimous. The new code was accompanied by a letter from Carl E. Milliken, secretary of the Hays organization. "Besides the trinity of truth, honesty and integrity, the twelve commandments of the code call for 'good taste as the guiding rule of motion picture advertising' that illustrations and text shall faithfully represent the pictures themselves, that there shall be no false or misleading statements, either directly or implied by type arrangements or by distorted quotations. Then the code declares against the ridiculing of religion or the illustration of a character in clerical garb in any hut a respectful manner. The history, institutions and nationals of all countries shall be represented with fairness. Vulgarity? Never Again "Profanity and vulgarity shall be avoided. (We'll tell 'The Cock-Eyed World' it shall!) Officers of the law shall not be pictured so as to undermine their authority, while specific details of crime, inciting imitation, are taboo. So is the use of liquor in American life 'except for the necessities of characterization and plot' (whatever that means). Nudity with meretricious purposes and salacious postures are out, and the advertising must not capitalize court actions relating to the censoring of pictures. "Ho, hum ! It just seems as though we can't go on now without being able to see pictures of movie queens cooking flapjacks for their husbands, film flappers signing testimonials and ghost stories and all the other delightful byproducts of movie press agentry. It just seems that we can't give it all up. It has even been suggested that we won't have to. Any bets?" The Mystery Man It happened on a Hollywood lot. They were making a picture and the director noticed a strange man on the set. He was a short, stocky man, had a beard, and, to hear Sid Skolsky, of the N. Y. News tell it, was dressed entirely in black. To complete this odd appearance he wore a square black derby. The director had seen him about for several days. He was afraid to speak to him, thinking he might be the representative of the eastern backers. There's no sense insulting the people who are paying your salary. After five days of this, an assistant director shouted: "Mr. Housenwaser!" The mysterious man attired in black walked to the microphone. The assistant director held a card before the camera which read: "Cut insert — Cat." Then Mr. Housenwaser whispered: "Meow — Meow" into the mike. The director felt relieved. So this was the famous Mr. Housenwaser who receives $50 a day to make sounds like animals! Twin City Union Fight May Close Forty Theatres Minneapolis — Whether some 40 odd houses of the Twin Cities will close or go non-union after Saturday is being awaited with considerable interest here. These independent houses declare they can not exist if they agree to employ two operators as demanded by the union. Theatres here a few years ago went on a non-union basis in a squabble with operators. They were regarded as victors after a strike lasting several weeks, which was marked by bombings and the throwing of stench liquids. While Publix is not concerned in the present dispute, it is considered likely that operators will be called out in the circuits and in Orpheum houses if the matter reaches the strike stage. Biechele Seeks Rest; Was Kans,-Mo. Chief 6 Years Kansas City — R. R. Biechele, who has just finished his sixth sucessive term as president of the Kansas and Western Missouri MPTO, has at last shifted responsibility to the shoulders of a new president and has left for a vacation in the East. His successor is Earl Van Hyning, of Tola, Kans. Home Office of Sono Art Moved to Educ'l Quarters Sono Art-World Wide has moved its home office to new quarters in the Paramount building. It will be located in the same office with Educational, which handles physical distribution of the Sono Art-World Wide product. Oklahoma Deal Ends Squabble Over First Runs Oklahoma City — The first run situation in this town has ceased being a "bottle neck" proposition insofar as Warner and First National product is concerned. The deal which gives Warners control of the six Midwest houses paves the way for heavy company representation along the main stem. Houses in the deal are the new Midwest, Orpheum, Empress, Liberty, Folly and Palace. The deal, which becomes effective immediately, is a five-year lease with option to purchase at the end of that time. Warners insisted that the Midwest officials remain out of the Oklahoma theatre business for ten years, and the latter agreed. Tiffany to Release U. K. Films Made by Gaumont London — Tiffany's 1930-31 product will be distributed in England by Gaumont, thereby continuing the arrangement which has been in effect for several years. The deal provides for joint production by the two companies in London with Tiffany distributing the pictures so made in the United States. The number has not been set. Fox Theatres Staff in New Coast Bldg. on Studio Site Los Angeles — Present site of Fox studio will house a new headquarters structure for all units of Fox Theatres and Fanchon and Marco, work commencing immediately on the first wing of the new building at Sunset and Western. The studios will be gradually moved to Movietone City, and by the first of the year, a whole city block will be devoted to theatre interests. Katz to Talk Toronto — Sam Katz will deliver an address before the annual convention of Eastern managers of Famous Players Canadian to be held at the Royal York Hotel on August 1. Plans for a three-day pow-wow have been sidetracked. Brown and Hicks Switch San Francisco — Stanley Brown, general manager of the California, has been promoted to take charge of the Paramount, Los Angeles, and Robert E. Hicks of the Paramount, Atlanta, has been appointed general manager of the California. Broekman Quitting "U"? Hollywood — David Broekman, compo.->er who scored many Universal productions during the past year, is reported to be leaving the Laemmle organization. Busy at M-G-M Hollywood — There is no letup of activity at the 'Culver City studios of M-G-M this summer. At the present time twenty pictures are in various stages of production.