Showmen's Trade Review (Apr-Jun 1939)

S 1 1 ( ) W M 1'. N ' S I' 1< A I ) 1'. \< V. V T IC W Page 33 Short Subject Reviews FASHION FORECAST FOR SPRING AND SUMMER Prod. /Vo. 960:i (Tech.) Excellent 20th-Fox Fashion Forecasts No. 3 9 mins. Comment: Here's another in the "Fashion h'orecasts" series that's bound to please the women and give tiie men an eyeful. Some of the loveliest models in these Lhiited States display the newest styles in spring and summer attire for daytime and evening wear. With the sly, satirical commentary by Ilka Chase, plus the fact that fashions are presented informally in most instances rather than in the usual parade manner, this subject succeeds in holding one's interest. All the gay colors are emphasized by Technicolor photograph)'. The higlilight is the forecast of wedding gowns and dresses for the bridesmaids, all in pink and white as a departure from the traditional white. Vyvyan Donner directed, with Jack Painter supervising. Exploitation: This is a "natural" for tieups with women's shops and the newspapers. Arrange for cooperative window displays as well as cooperative ads. By inviting your local paper's fashion editor to a private screening, you pave the way for much extra publicity on the fashion pages. Conduct a contest among would-be fashion designers for the best sketches of spring and summer wear. See that the subject gets a good plug in your ads, programs, in your lobby, out front and on the marquee. If you have not yet staged a fashion show, here's your opportunity to tie it up with this fashion reel. JAPAN— MASTER OF THE ORIENT Prod. l\o. 93,109 Very Good RKO-Radio March of Time No. 9 19 mins. Comment: Japan's huge military machine and its present drain on the nation's resources is S'howm in this picture. It presents some views of Japan never before seen and which are likely to be closely studied in this country as well as in various European Chancellories. It gives one on idea of how much a war can mean to a country and how greatly it affects every citizen. The effects of the war on Japanese business are clearly indicated and the pictures of Manchukuo are the first to give a true indication of the extent to which Japan has developed that country at a cost of her own resources. The subject is very good and should lend itself to most any program. Exploitation: Plug this through the newspapers to tie up with their stories from China. Give it plenty of space in your newspaper ads, programs and in your lobby. SEAL SKINNERS Prod. No. W -881 Poor MGM Cartoon No. 1 7 mins. Comment: A trained seal escapes from a show and gets on board the Captain's boat. The trainer comes after him, dressed in a seal skin. The resulting antics make up the balance of the cartoon. li's pretty poor material without a laugh in, it. The audience at the Criterion Theatre, New York, where this was caught evinced far more interest in the trailer for the next week's show. Exploitation: Mention the subject in all your advertising, including lobby, programs and newspaper ads. Create Box Office Magic With "Magician's Daughter" Tieups "The Magician's Daughter," a short sub ject filled with music, merriment and magic, offers exhibitors a splendid opportunity for a good exploitation campaign. The picture will naturally have special interest for members of tlie American Magicians' Society, which is represented everywhere with local chapters. For this reason, you should contact the local secretary and make plans for cooperation in various promotional activities. Right now you can undoubtedly think of many local amateur magicians who are quite proficient at the sleight-of-hand art. With your newspaper aiding you in sponsoring a contest in which these amateurs perform their tricks on your stage for cash prizes, you have a stunt which is sure to bring magical results to your box office. Arrange a screening for local magicians daughters, provided you can locate them. Have them photographed and interviewed following the screening for newspaper publicity purposes. Stores featuring toy and game departments also sell various paraphernalia designed for amateur magicians. There have also been hundreds of liooks written about magic. Remembering this, obtain stills from your exchange on "The Magician's Daughter" to aid you in dressing up window and counter tieup displays. If you want crowds to congregate, put a magician in a downtown window and let him do his stuff. If you wish, you can use him as a special lobby stunt. Benchley's Base-Ball Throwing Subject Has Good Sales Values Gag exploitation should be the rule in selling "Opening Day," the Robert Benchley short subject. In most cities and towns at the start of the baseball season, the Mayor or some other dignitarj^ is given the honor of throwing out the first ball, as Benchley does. Let them in on Benchley's technique. It ought to make good newspaper feature copy. Arrange a special screening for as many first-game ball throwers as you can round up. If you're playing this subject around the (Released Saturday, April 15) PARAMOUNT (No. 73) — Clipper blazes air trail to Europe; Hughes' 77th birthday; Works of peace in Madrid; Crown of Andes shown in New York; Joseph Beck confers with English government; Telephone weather service; Preview of N. Y. World's Fair; Baseball's 100th anniversary; National baseball mUEeum at Cooperstown, N. Y. MOVIETONE (Vol. 21, No. 62)— T r a i n i n g air pilots; Hughes' 77th birthday; (jlass blowers at N. Y. World's Fair; Hollywood stars at "Bell" premiere; Crown of Andes shown in New York; French army and British navy parade; King and Queen visit housing project; New torredo boat tried on Thames; Twin convention in New York ; Baby contest in Brooklyn hospital; Lew Lehr and beard of bees; Rowing crew practices on circular moving boat: El Chico racing at Belmont Park. PATHE (Vol. 10, No. 77)— Sen. Lewis' funeral; Hughes' 77th birthday; U.S.S. Saratoga planes practice ; Ex-service men swell army reserve ; Feminine diving champion tries comeback ; White House awaits royal guests; Firemen quench N. J. timber blaze. UNIVERSAL (Vol. 11, No. 762) — White House awaits royal guests; Danish royalty visits San Francisco Fair; President greets new secretary; Hughes' 77th birthday; Grain ship activities; Target war at St. Joseph, Mo.; N. Y. debs exercise babies; Kids baseball game at Mamaroneck, N. Y. ; Tree planting in Ore.; Girls dancing troupe; Models show new "back" art in N. Y.; Model of N. Y. World's Fair displayed; Glass blowers at N. Y. World's Fair; Crown of the Andes shown in New York. NEWS OF THE DAY (Vol. 10, No. 258)— ItalianFrench ships at sea; Yankee Clipper crosses Atlantic; House of glass at N. Y. World's Fair; Hughes' 77th birthday; Coast Guard tests amphibian tank; Crown of Andes shown in New York; Twin convention in New York; Baby contest in Brooklyn hospital; Midget racing. Special Lincolnia Display The Public Library cooperated with Manager C. L. Hollistcr on the showing of the Warner Bros, short subject, "Lincoln in the White House" at his Babcock Theatre, Wellsvillc, N . Y. Shown above is a Li)icolnia display of books and biographies, augmented by stills from the picture, and a play-date credit card. time of year wdien baseball is all but completely forgotten, make a tieup with your newspaper whereby members of the local team will be the publication's guest at one of the performances. They'll be glad to be remembered, and will enjoy IBenchley's ball-throwing ceremonies immensely. Also, during the off-season, uniformed ball players can parade down the main street. "My Ten Years in a Quandary," "After 1903 What?", and other Benchley books offer direct tieups with window displays and mailing lists of book stores and libraries. Go to bat on this, and watch 'em make a home run to your box office. (Released Wednesday, April 12) PARAMOUNT (No. 72) — Easter parades throughout the country; British freighter sinks off west coast; Henry Ford visits N. Y. Fair; Danish royalty arrive in Los Angeles; Refugees pour into England; "Upside-down stomach girl" wins health honor; Seizures of Albania perils Europe's peace; Marian Anderson sings before 75,000 at Washington, D. C. MOVIETONE (Vol. 21, No. 61)— Franco's troops take Madrid ; French ambassador presents credentials to Franco at Burgos; France and Rumania sign new trade treaty; Mussolini conquers Albania; Easter parades throughout the country; Danish royalty arrive in Los Angeles; Henry Ford visits N. Y. Fair; Army Day celebrations in New York and Ft. Lewis, Wash.; Marian Anderson sings before 75,000 at Washington, D. C. ; British freighter sinks off west coast; Lew Lehr's college rodeo; Dick Metz wins $5,000 golf open at A.sheville, N. C. NEWS OF THE DAY (Vol. 10, No. 259)— Scenes of Albania, conquered by Italy; Air raid drills in Poland; Neutrality hearings in Washington; Marian Andersen sings before 75,000 at Washington, D. C. ; Avalanche in French Pyrenees; British freighter sinks ofi west coast; Danish royalty arrive in Los Angeles ; English dinghy fleet braves choppy seas; College rodeo at Victorville, Calif. PATHE (Vol. 10, No. 76)— Hitler at Memel; Celebration of Italian Fascism's 20th anniversary at Rome which precedes attack on Albania; France and Britain weld democracies; Air raid drills in Poland; Neutrality hearings in Washington; Henry Ford visits N. Y. World's Fair; 200 California families battle depression by exchanging work for needs; Danish royalty arrive in Los Angeles. UNI-VERSAL (Vol. 11, No. 761)— Italy absorbs Albania; Nation observes Army Day; Easter parades throughout the country; Avalanche in French Pyrenees; British freighter sinks off west coast; Henry Ford visits N. Y. Fair; Coast greets Danish royalty; "Upside-down stomach girl" wins health honor; College rodeo at Victorville, Calif. . . NEWSREEL SYNOPSES . .