Variety (Aug 1938)

Record Details:

Title:
Variety
Date:
Aug 1938
Publisher:
New York, NY: Variety Publishing Company
Volume:
Variety (Aug 1938)
Leaf #:
00079
Language:
English
Subjects:
Motion Pictures, Film Industry Trade Magazine",Vaudeville,Theatr
Collection:
Hollywood Studio System, Early Cinema, and Theatre and Vaudeville
Format:
Books
Contributor:
Media History Digital Library, Media History Digital Library
Coordinator:
Media History Digital Library
Description:
Founded in 1905 by Sime Silverman, Variety is the best known and most important trade paper in the history of American entertainment. Variety began as a New York weekly publication covering vaudeville, however, its scope expanded over time to include legitimate theatre, burlesque, motion pictures, radio, and television (transitions that the MHDL will eventually document within this record). In 1933, Daily Variety was launched in Los Angeles to offer in-depth coverage of the motion picture industry and serve as a competitor to The Hollywood Reporter, which was founded 'on the Coast' in 1930. In March 2013, Variety's owner ended the print edition of Daily Variety, though as of this writing, the weekly publication and a website offering non-stop news updates still exist. Variety may ultimately be best remembered for its integration of show business slang into entertainment trade coverage. Boffo. Hokum. Quickies. Svelte. Climaxer. Tenpercenter. Coastlander. Skein. We're still feeling zowied. -- Eric Hoyt, 2013
Date Added:
August 29, 2022
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VARIETY W«dneBda7« August 10, 1938 They had to spray Leo's tonsils this week. So much good news to ROAR about, he sttained his sound track.. For instance: Continued amazing box-office perform- ance of "Love Finds Andy Hardy" with 2nd week hold-overs mounting. Followed by sock-o-penings qf Bob Taylor in "The Crowd Roars." And the announcement of -' Marie Antoinette " at popular prices ! / ★ ★ ★ ★ ★ TRADE-SHOWS! Ask your M-G-M Branch where the near- est Trade Show of "Marie Antoinette" will be held. Call your wife and enjoy it with her. Until you sit before this enthrall- ing picture you cannot fully realize what's in store for you and your patrons. An eyeful, a heart-full, a theatre-full! ★ ★ ★ ★ ★ " BARNUM GIVES UP V\ M-G-M showmanship. More than 200,000 persons have already visited the Marie Antoinette Museumi in the Astor Theatre. Summer visitors to Broadway send postcards back home. Feature stories in newspapers and magazines everywhere. Broadcasts from the lobby with visitors interviewed. Entire theatre converted into a museum, seats covered with terraced plat- forrhs'covered with royal purple plush to display exciting properties from the pic- ture. Real antiques, historical items from the dramatic period . The Premiere o f the picture is Tu6S- day, August 16. New York, Los Angeles and San Francisco are the only advanced price, twice- daily engage- ments. Speaking of M-G-M show- manship: thanks for your vote of confidence which gave M-G-M four out of five awards in the A. M. P. A. exhibitor survey on promotion determined by leading showmen through- out America. n AT POPULAR PRICES! As its sincere contribution and gesture of enthusiastic cooperation with the united industry drive ("Motion Pictures Are Your Best Entertainment") M-G-M has can-' celled elaborate road-show plans for this glorious and truly road-show picture in, order to bring it directly, to the public at popular prices- .as.the first of the great en-/ tertainments of-the new season. Preceded by the longest advance publicity'campaign any picture ever received, plus a nationwide billboard campaign with thousands of boards in 1200 cities, plus color-ads in all fan magazines, plus the; fame of three advanced price engagerhents in Los Angeles, New York and San Francisco, plus large-scale newspaper advertising ... ."Marie Antoinette" is on the way to fame and (your) fortune! Sweetheart of the Day'* NORMA DEAR YOUR FANS ARE WAITING! The most beloved, the most admired personality dn the screen comes to her mil- lions of loyal followers in a role so thrill- ing, so touching, so beautiful that it must truly remain first and forever in their memories as the greatest they have ever witnessed. Many lines will be written in praise of her, but the greatest line will be at your box-officei^ ★ ★ ★ ★ * HOLDING THE HARDYS Two weeks for Mickey Rooney and his women. "Love Finds Andy Hiardy" ex- tended engagements at Capitol, N. Y., Baltimore, Houston.Wilmington, Atlanta, Harrisburg, Indianapolis, New Orleans, St. Louis, Toledo, Boston (State & Orpheum day and date), Wiashington, Cleveland, Hartford, New Haven, Pitts- burgh, Worcester and still they come! ABOVE: Interior of Museum from Stage. RIGHT: From morning to midnight crowds wait patiently to enter. Bold 24'Sheet "Nationwide ! WATCH M-G-M! Leo's list of releases for August, Septern- ber and October made public last week brought roars of approval from showmen . "Love Finds Andy Hardy" followed by "Crowd Roars" started the ball rolling. "Rich Man, Poor Girl" with Bob Young, Lew Ayres, Ruth Hussey and a cast of new faces is an Augusfrbright spot together with Laurel-Hardy's funny feature "Block-: Heads." August 26th ushers in "Marie Atitoinette" as first of the impressive Fall Season Big Ones. Closely followed by Clark Gable-Myrna Loy in "Too Hot To Handle" {still in pro- duction, it's terrific!) Next comes the great heart drama, Spencer Tracy-Mickey Rooney in "Boys Town." "The Great Waltz" with Luise Rainer, Fernand Gravet and Miliza Korjus is some- thing to look forward to. "Stablemates" gives you Wally Beery and Mickey Rooney. "Listen Darling" brings Freddie Bartholo- mew, Judy Garland', Mary Astor, Walter Pidgeon: j/Three Loves Has Nancy" de- lights with Janet Gaynor, Robert Mont- gomery, Franchot Tone. Lots of other M-Q-M money-makers in between and then the October-topper: Jeanette MacDonald, Nelson Eddy in the Technicolor triumph "Sweethearts." That's what you'll call ieach and every one of those August, September, October re- leases. Yes, we repeat "SWEETHEARTS"