Showmen's Trade Review (Apr-Jun 1939)

snow M I'. N ' S T U A I ) I'". K I'", \' I l". W Pufjc 17 THE OREGON TRAIL Univ. Seria' Thrills «t Injuns THE POINTER Prod. ISo. 94. mt (Tech.) Vory Funny Comment: Take Johnny Mack Brown. Put him in a serial as a daring Indian scout. Add some wagon trains, a pretty heroine Hke Louise Stanley, ruthless villains like James Blaine and Jack C. Smith. Then throw in at least a hundred million Indians, and you have a lively, action-packed chapter play that even the adults will enjoy. Of course, the more intellectual souls who happen in will marvel at the superior quality of Louise Stanley's dress — it resists water, fire and other ravages and yet looks as fresh and clean at the end of the third episode as it did when the serial started. Many of the scenes in which the Indians appear look as though they had been clipped from old films — from an old Universal serial, "The Indians are Coming," for instance. Briefly, the serial deals with the efTorts of fur syndicate racketeers in Oregon to prevent settlers from reaching Oregon and thus sharing in the fur industry. They'll be thwarted on every side, but by chapter 15 — or perhaps before — they'll get there — you can bet on that. If your patrons like serials, they'll surely take this one in their stride. Except for a few inconsistencies, which the average fan won't notice, it's thrilling, exciting stuff well done. Henry MacRae produced, and Ford Beebee and Saul Goodkind directed. Exploitation: Give your opening a strong advertising campaign. There will probably be several ads with action as their keynote for your use. Use plenty of posters, and distribute circus heralds. Use an old covered wagon, if possible, or an auto made up to resemble one, for street ballyhoo. DEAN OF THE PASTEBOARDS Prod. No. 4910 Informative Vita. Vitaphone Variety No. 10 10 mins. Comment: Invited to speak before several students who have been involved in a nearby gambling house, Luis Zingone demonstrates to them the various tricks of card sharps. He also reveals the secret of the old shell game. Audiences will find themselves fascinated by Zingone's deft handling of the cards. The subject is informative, and should put folk prone to gamble on their guard. Lloyd French directed. Exploitation: Perhaps there are card tricksters in your community who would like to do their stuS either in your lobby or foyer or on the stage. Tie up with drug, department stores and other shops selling playing cards. IT'S THE M'COY Prod. ISo. 4712 Sweet & Hot Vita. Melody Master No. 12 10 mins. Comment: In the first half, Clyde McCoy and his orchestra dispense sweet music in a night club setting. Then, influenced by a crowd of young jitterbugs, the sweet music gives way to hot and fast rhythms while the dancers go through all sorts of contortions and gyrations. Opinions of audiences will be divided as to just which half they like best. On the whole, it's entertaining. Joseph Henabery directed. ExDloitation : Tie up with music shops and the music departments of 5 & 10c stores on displays of Clyde McCoy's recordings. Ofifer a prize to the local trumpeter who can best imitate McCoy in the band master's rendition of "Sugar Blues." Comment: Mickey is trying in vain to teach Pluto to be a good hunting dog. He thinks be finally has taught Pluto the idea but while Pluto goes off on a wrong scent, unknowingly Mickey disturbs a bear. The bear follows for some time and Mickey thinking it is Pluto following is blissfully ignorant. The climax comes when Mickey escapes from the bear and Pluto finally comes to a point when he sees the can of beans which Mickey had discarded because he thought he'd catch a quail. Little Mickey is still a favorite and when Donald Duck doesn't steal the picture from him he can still be a big drawing card. This one without benefit of Donald is very funny. Exploitation: Tie up with some grocer on the angle "Take a can of beans along in case , . ." Also tie up with stores selling hunting equipment. Don't forget to put a big standee of Mickey Mouse in your lobby and a small cut of him in all your ads. DONALD'S COUSIN CUS Prod. l\o. 94,113 (Tech.) Excellent RKO-Radio Disney Cartoon No. 13 7 mins. Comment: Donald Duck is about to eat a hearty meal when his cousin Gus Goose appears to visit him. Gus is a hearty eater and in less time than it takes to tell Gus has eaten the meal. But the methods he uses are extraordinary to say the least. Whipping a pair of knitting needles out of his pocket he whisks them around a few times and suddenly the bowl of spaghetti is in the shape of a sock which he pops into his mouth. Similarly peas disappear by means of a suction tube. Donald finally resorts to some very funny strategy to induce Gus to leave. Exploitation: If you can get a still of the repast which Gus consumes put it up in a grocer's window. It makes an appetizing looking meal and the grocer can advertise that it's so good his customers will want to linger over it if they buy the ingredients from him. Put a big standee of Donald Duck in your lobby. VOODOO FIRES Prod. ]\o. 4309 Satisfactory Vita. True Adventures No. 9 12 mins. Comment: Floyd Gibbons relates the adventure of the Indianapolis man, RoTsert Taylor (no, not the movie star) who while stationed as overseer of a sugar plantation in the tropics learned too much about voodooism for his own good. He was marked for death, escaped by a miracle when he left his cabin through a trap door, and literally rose from the dead as he made his way out of a grass-covered door in the midst of the voodooists. The voodooists were scared (who wouldn't be?) and Taylor escaped. The reel concludes with Gibbons presenting him a check for his true adventure. Although this subject is satisfactory, it doesn't possess the intriguing, gripping situations that made others in this series outstanding. Joseph Henabery directed. Exploitation: Conduct a search for people in your community who have had some experiences in voodooism and get them to relate them either over the radio or in a series of short feature articles. Appeal for other true adventures to be forwarded to Flovd Gibbons for his consideration. THE MARCH OF FREEDOM Special 1939-40 W ,11 Done First 3 Chaps., 21 mins. each; 12 others. RKO-Radio Disney Cartoon No. 18 8 mins. Univ. 21 mins. Comment: This is a difficult subject to review. One realizes the purpose behind it is to show our love for Democracy, and the haza;rds Democracy faces in the world today. But good as it is, it smacks strongly of propaganda, and some folk object to propaganda on the screen. The subject begins with Washington at Valley Forge, the Constitution and Bill of Rights, continues through the World War up to the menace of Communism, Fascism and Naziism. Some of the scenes of war in Spain and the Far East are horrible enough to turn anyone against war. Concluding, it shows the U. S. as still a free country, with its inhabitants living as they please — enjoying complete freedom. The compilation of newsreel shots has been assembled with great care, and the subject is extremely interesting. But its reception is somewhat problematical. For us, it made us even more appreciative of the freedom of this country of ours. Consider the types of patronage you cater to before booking it. Better still, screen it. Graham McNamee is the narrator, and Joseph O'Brien and Thomas Mead were the producers. Exploitation: Get the support of patriotic organizations. Invite your newspaper editor, for here is certainly something to furnish him with excellent editorial material. Give it extra space in your ads. All this, of course, if you feel the subject will be approved — as it should — by your patrons. THE HOCKEY CHAMP Prod. ISo. 94,112 (Tech.) A Uotvl RKO-Radio Disney Cartoon No. 12 7 mins. Comment: Donald Duck takes up ice skating in a big way. He even goes so far as to imitate Sonja Henie which he does to perfection. That scene alone is a howl. But Donald's three famous nephews, Huey, Dewey and Louie are playing hockey so Donald is forced to show them that he is the hockey champ. The hockey game that follows with Donald playing blindfolded is like no other hockey game you've ever seen before. This subject is one of the funniest Disneys we've seen and that's saying a lot. Exploitation: Display skates and hockey sticks in the lobby. A burlesque story about the hockey game on the sports page would be a good bet. Use a standee of Donald in the lobby. DONALD'S PENGUIN Prod. No. 94,114 (Tech.) Swell RKO-Radio Disney Cartoon No. 17 8 mins. Comment: Remember the sad little penguin from "Polar Trappers." Admiral Bird presents him to Donald. Well, the little penguin is as sad as always. First he meanders around and looks doleful and then he swallows Donald's goldfish. When Donald starts looking for him with a tempting fish in his hand, he grabs the fish. Finally, unable to stand it any longer Donald decides to shoot him but the sad little penguin overwhelms him and Donald embraces him for the fadeout. This one is just as funny as the "Polar Trappers" if not funnier. Exploitation: Put a display of goldfish in the lobby with a sign next to it reading, "See how Donald taught the penguin not to eat goldfish." You might tie this up with the current goldfish eating contests:'