Showmen's Trade Review (Apr-Jun 1939)

6 T H A !^ N 1 V E R S A R Y ISSUE Faye 65 Universal Relies on Flexibility Just about four weeks ago, at the annual sales conxcntion, Nate Blumberg, president of Universal sounded the key-note for the company's new season, and already there have been at least two occasions when it became evident that he meant what he said. "We will continue the policy of flexibility in story material, in casting, in titles — to meet today's need!" was his message at the convention. Hardly a week later came the announcement from the Universal studios that Charles Boyer had been cast as a co-star with Irene Dunne in "The Modern Cinderella" so capitalizing upon the current box-office power of these two great stars. Another instance came about but a few days later when the press of the entire country echoed the praise of a new baby star making her initial appearance in Bing Crosby's "East Side of Heaven." No one could have known that "Sandy" Henville, the new wonder baby, was going to figure in the company's plans at the time when the year's program was announced in 1938 for the simple reason that "Sandy" had not yet seen the light of day. But here she was, and without further ado, "Sandy" was cast in a new Mischa Auer picture to be released before this summer is over. From all reports, the picture should be one of the funniest comedies of the year — coming to the exhibitor during the summer months, Cliff Work when he needs good product the most. For the 1939-40, this same plan of flexibility will be adhered to. Bigger pictures, with greater star attractions and outstanding direction will be had, of course. The company having gone through a successful \ear, is in position financially to step out. To continue her amazing series of successes there will be two more Deanna Durbin productions, one of which will co-star Charles Boyer. Henry Koster will deliver "The Ocean Between." John M. Stahl, with a long record of box office successes to his credit is down for "The Bull by the Horns." Joe Pasternak, in addition to the several other pictures he will make, is down for two of his own: one, starring James Stewart, with Mischa Auer already cast; and "The Under Pup," starring Nan Grey, Robert Cummings and little Gloria Jean, his latest singing find. One each from the following group of stars is on. the schedule: Irene Dunne, W. C. Fields, Bing Crosby, Danielle Darrieux in "Rio," Edgar Bergen and Charlie McCarthy (with Mortimer Snerd) and Margaret Sullavan, Backing up this line-up are two pictures starring Jackie Cooper and Freddie Bartholomew; Basil Rathbone in "Tower of London" and "Victoria Docks at 8;" Jackie Cooper in "His Son;" "The Invisible Man Returns;" Boris Karlof? and Bela Lugosi in "Friday the 13th;" two more in "The Family Next Door" series starring Hugh Herbert: two "Little Tough Guy" productions and "Return of the Skeik." Richard Arlen and Andy Devine are to be teamed up in a series of seven action pictures, the first of which "Mutiny on the Blackhawk," is already nearly completed. Ben Pivar is producing this series. Sixteen "Marquee Pictures" are divided into groups of four exploitation production, four musicals and eight action pictures. And for the Westerns, there are seven pictures starring John Mack Brown with Bob Baker and Fuzzy Knight in support. Again the policy of flexibility proved itself when Universal was able to contract with Harry Edington and his newly organized "Famous Productions" for three outstanding pictures during the year, bringing to Univeral, Douglas Fairbanks, Jr., in "Atlantic Cable," Cary Grant in the tentatively titled "Paris Streets" and an original screenplay by Francis Marion, "South of the Amazon," slated for a cast of stars of the first magnitude. And finally comes the first screen version of the famous Gilbert and Sullivan's "The Mikado" in Technicolor. In the serial department, LIniversal has added to the announced "Oregon Trail," "The Phantom Creeps" with Bela Lugosi and "Buck Rogers Conquering the Universe" another 13 episode play that has been receiving a radio build-up during the past year, "The Green Hornet." Color has been added to the Walter Lantz cartoons for the new year: the 2-reel musicals will be made at the Hollywood studios where there is no dearth of entertainment stars: there will be 15 each of the "Going Places" and "Stranger Than Fiction" series. A two-reel special "March of Freedom" takes advantage of the current fight against un-American "isms" and the 104 issues of the Universal Newsreel completes the years plans — but not without the thought that if opportunity for bettering even such a splendid program arises during the season, it will be done. Horace MacMahon Management Samuel Arnow