Motion Picture Herald (Apr-Jun 1931)

April 4 , 19 3 1 MOTION PICTURE HERALD 61 YOUR PUBLIC by RITA C. McGOLDRICK In there last was RITA C. McGOLDRICK A^MONTH ago we emphasized in this department the importance of the "thematic" program — a program that suitably commemorates a national holiday, an historic birthday or event, or a civic celebration. In the past few years forward looking theatre managers have found pictures appropriate to the occasion a most valuable box office attraction largely because of their advertising possibilities and for the opportunities they afford for original lobby displays. week's Motion Picture Herald a strong article on "100% Community Representation Needed for Success of Theatre" which analyzed the need of local showmen and presented an outline which Paramount Publix theatre men have been ordered to study. First on the list of suggestions was the following: "1. Local holidays and occasions . . . the date, spirit and extent of the celebration ; facts which will hamper theatre attendance ; facts which can be used to increase theatre attendance." Another paragraph suggests : "Clubs and Societies, purpose, type of membership, character of activities, meeting days (include Chamber of Commerce, Rotary, commercial, civic, fraternal and social organizations, American Legion, Boy Scouts, camera clubs, dramatic societies, etc.)." And finally, the following important inquiry: "What is to be done to develop children's patronage, since children are the patrons of tomorrow? What are the possibilities of children's matinees ; Saturday morning matinees ; children's souvenir performances and Kiddie Clubs?" These pertinent questions mesh with identical precision into the aims, possibilities and thoughts for community cooperation with the theatre which this departrnent has stressed and with which we are particularly concerned. When theatre managers and public are so strongly agreed upon the same essential points then there is bound to be a leaping momentum in local patronage of motion pictures. April Suitability Early April, with the closing of Lent and the religious festical of Easter, is the time for dignified programs and for the avoidance of the blatantly sophisticated picture with lurid captions that would unintentionally strike a jarring note to that element in your community whose good will you are anxious to retain. These are the days for a revival of "The King of Kings," for Pathe's short features on jaunts through the Holy Land; for garden and flower subjects and for dignified music. "The Magic Garden," an RKO feature of seven reels, would also be appropriate, with any of the following shorts: "Birds of a Feather" (Silly Symphony), Columbia, 1 reel. "King of Bugs" (Fable), Pathe, 1 reel. "Blossoms" (Spring), RKO Pathe Review No. 20, 1929. "Bre'r Rabbit and His Pals" (Pathe), 1 reel. SatTirday, April 11. Peary Reached the North Pole (April 6, 1909). Invite school and church officials and members of historical or geographic societies as guests of honor. Features : "Nanook of the North," Pathe, 6 reels. "With Byrd at the South Pole," Paramount, 7,593 feet. "At the Bottom of the World" (South Pole), Talking Picture Epic, 3,300 feet. Shorts : "Arctic Antics" (Silly Symphony), Columbia, 1 reel. "Explorer" (cartoon), Educ, 1 reel. Saturday, April 11, is also in Garden Week. Invite as guests of honor : Members of Garden Clubs, Teachers of Agriculture of the public schools, horticulturists and a representative member of Chamber of Commerce. Children might be invited to submit garden sketches, members of Garden Club to act as judges and make awards. Free packets of flower and garden seeds may be obtained from Department of Agriculture in Washington, D. C. Garden week offers excellent opportunities for art store, florist and library cooperation. Upon careful check up with the exchanges we find that there is no suitable feature picture available for this year's Garden week, but that there are any number of attractive short subjects : "Enchanted Forest," Tiffany, 1 reel. "King of Bugs" (Fable), Pathe, 1 reel. "Mickey's Warriors" (comedy — garden party), RKO, 2 reels. "Springtime" (Silly Symphony), Columbia, 1 reel. "Playful Pan'' (Silly Symphony), Columbia, 1 reel. (The year's best cartoon.) Saturday, April 18. Be Kind to Animals Week. Guest of honor : Officers of Humane Society and school officials. The promotion of a Pet contest, with suitable awards would be an amusing attraction likely to cause a good deal of local attention and newspaper publicity. Features : "Land of the Silver Fox" (Rin Tin Tin), Warner, 5,200 feet. "Million Dollar Collar" (Rin Tin Tin), Warner, 5 and 6 reels. "On the Border" (Rin Tin Tin), Warner, Warner, 4,410 feet. Shorts : "Barefoot Days," Warner, 1 reel. "Dogs of Solitude" (St. Bernard Dogs), Vagabond Series, Pathe, 1 reel. An excellent and interesting feature. "Big Dog House" (dog comedy), M-G-M, 2 reels. "Birds of a Feather" (Silly Symphony), Columbia, 1 reel. "Like a Beaver" (Beaver Life), Talking Picture Epics. "So Quiet on the Canine Front" (Dog Comedy), M-G-M, 2 reels. Saturday, April 18. Is also American Forest Week. It was designated as such by President CooHdge in order that interest might be aroused in the forestry problems of the nation. From a long list of announced films suitable for for estry week only one short is available : "Tree Saps," Paramount, 1 reel. Saturday, April 25. Opens Boys' Week. It is aimed to arouse the consciousness of manhood toward boyhood ; also to call attention in every possible way to the agencies which are operating to help boys to work toward the higher aims in life. Boys' Week offers theatre men an exceptional opportunity to win community interest and appreciation and should be featured in an especial manner. Guests of Honor : Boy Scout Executives ; School executivesj Y. M. C. A. ; Committee on Boys' Promotion and Welfare ; Camp and club directors. Have a father and son night. Ask Boy Scouts to be ushers ; invite book stores and libraries to feature books of special interest to boys. Banners for your marquee and special lighting effects should announce the occasion. Features : "Tom Sawyer" (mischievous boy). Paramount, 7,972 feet. "Skippy," Paramount (excellent — the best Juvenile picture of many years), nile picture of many years). "Connecticut Yankee" (with Will Rogers and Maureen O'Sullivan), Fox. Shorts : . ( "Barefoot Days," Warner, 1 reel. "Brats" (Laurel and Hardy), M-G-M, 2 reels. "Self Defense" (Sportlight), Pathe, 1 reel. Almost any of__the Grantland Rice Sportlights available are suitable. Saturday, April 25. Ulysses S. Grant (birthday April 27, 18221885), a Union general and 18th president of the United States. Guests : Civil War veterans, in uniform, if possible. United Daughters of Confederacy ; officers of any patriotic organization. Display Civil War flags, guns, relics, etc. Features : . "Fighting Caravans," Paramount, 8,566 feet. "Only the Brave" (Civil War), Paramount, 6,347 f_eet. "Abraham Lincoln," United Artists. Magnificent! 8,280 feet. Shorts : "Two Americans" (Lincoln and Grant characterization). Paramount, 2 reels. "Our Presidents," 1930 Pathe Review No. 36, 1 reel. ( The above named pictures have all been checked ivith the exchanges and are all available.) AAA The Month's Best Pictures The following pictures have been reviewed by the leading national organizations interested in distributing information on better films, and have merited unanimous indorsement for family audiences and selected entertainment : Juvenile Suitability ji^j "Skippy," Paramount. "Charlie Chan Carries On," Fox. "A Connecticut Yankee," Fox. "Forgotten Frontiers," Duo Art. "Gun Smoke," Paramount. "Heroes of the Flame," Universal (serial). "Dirigible," Columbia. Adult Classification "Skippy," excellent for adults as well as children. Paramount. "Drams of Jeopardy," 'Paramount. "Flood," Tiffany. "The Last Parade," Columbia. "Tabu," Paramount. "Heimatskiange" (in German), Otto Trippel, distributor. "The Painted Desert," Pathe. "The Perfect Alibi," RKO. "Riders of the North," Syndicate Pictures. Lists of endorsed pictures issued by the various national organizations engaged in this work may be obtained from this department as a free service upon request.