The Bioscope (Nov-Dec 1930)

November 12, 1930 THE BIOSCOPE 17 Talk of the Trade Thanks for the Pats! — Newfoundland Wants British , But . . !— Fox’s “Big Trail ” in Lord Mayor’s Show— Why Not a British Tableau — Dying to Live! Faraday House, Thank November 12, 1930 You, Too ! First let me thank the large number who sent along their congratulations on the British Films Gala Number of The Bioscope published last week. Quite frankly, I felt, and still feel, that the occasion called for something more, but our British producers are not yet alive to the full value of publicity. It is more than ever gratifying in these circumstances to hear so many nice things about last Week’s Bioscope. And Now Newfoundland Following the provocative messages sent to The Bioscope by the Premiers of Australia and New Zealand comes another forceful argument from Sir Richard A. Squires, Prime Minister of Newfoundland, who says : There is no part of the British Commonwealth of Nations which Would extend a warmer welcome to British films than the Dominion of Newfoundland. The chief obstacle in the Way of handling British films is to be found in our geographical situation, Which renders it much easier for exhibitors to make contact with United States producers. The sentimental preference of Newfoundland would be strongly in favour of British films, but unless the British producers place films, equally attractive with the American product, on a convenient commercial basis for Newfoundland use, they will find considerable difficulty in securing a market in our country.” Sir Richard takes up the argument of other Dominion officials. They do not query Britain’s ability to make good films so much as her efficiency in getting them sold when they are made — a point to which I have returned with an insistence for Which I will not apologise until British producers abandon their present Weak marketing tactics. Happy Days In Some Circs. ? The dear old family retainer was just nearing the pearly gates ; the audience Was going into involuntary liquidation — it was a small London suburban hall where Weepers and creepers are perennials. The non-sync, set had worked Well, when all at once into this solemn scene of death burst the tonic tones of " Happy Days are Here Again ’’ ! The operator had quite sane ideas in musical setting, but, as he afterwards explained, he mistook the dear dying retainer for somebody’s mother-in-law. " The Big Trail ” Wagon In Lord Mayor’s Show It has been left to an American film company to get the first film ballyhoo barrow in the pageant of London pageants — the Lord Mayor's Show. Thus with Union Jacks fluttering in the breeze, with British gold braid and ermine splashed with the red and khaki of British soldiery, Monday’s long procession, representative of all our national crafts and traditions, included an attractive exhibit listed in the official programme as “ The Big Trail ” Wagon. There is no question of incongruity, because this actual “ covered wagon ” was built and used 100 years ago for the big trail when British pioneer settlers opened up the Great North West of America. Escorted by Red Indians (real live ones) and others dressed to represent pioneers of the period, “ The Big Trail ” Wagon attracted the attention of probably a million and a half of people, most of Whom read in the programme that it had been fitted out and lent by the Fox Film Company. What terrific publicity ! Roy Simmonds Excels Himself It represents a magnificent stroke of showmanship on the part of Roy Simmonds, publicity director of Fox, to Whose credit stood already some of the most brilliant exploitation ideas ever launched by a film publicist. Not only the conception of the idea, but the restraint — Which heightened the effect— so scrupulously observed in its execution, mark the Fox publicity organisation as a 101 per cent. unit. I understand that Walter Hutchinson, Fox chief in this country, was from the beginning particularly keen that " The Big Trail ” Wagon (literally) should leave nothing unpleasant behind. It had to be an exhibit British enough to be fit for the London Lord Mayor’s Show. And it Was ! Why Not a British Film Tableau ? I have nothing but admiration for all those Who helped so to publicise " The Big Trail,” but as I watched the procession from the balcony of Anderton’s Hotel — reserved for the Press by the same persistent Roy Simmonds — I could not help wondering Why the British Film Group had done nothing to avail themselves of such a splendid " follow-up ” to last Week’s Gala. Imagine the public interest which could have been fostered by a tableau representing a British film in course of production — a complete set, with some star artists in person, director, camera, tracking microphone, lights and the Whole paraphernalia. Such lost opportunities serve to emphasise the need for that Central Film Publicity Bureau — -first mooted by The Bioscope months ago and now, apparently, within " walking distance ” of realisation. Comfort for Small Exhibitors ! Hurrah ! A scheme has been devised— in U.S.A. — which may be copied here later. All small " darkened ” theatres, shut down by “ talkie ” percentages, are being converted into free sleeping quarters for “ downand-outers.” So that the small exhibitor will be able to go back to his old theatre to sleep when he hasn’t the price to sport a doss-house bed ? The Mecca of Technicians The mere passage of time has solidified the position of Hollywood as the world’s production centre. Each month that passes entrenches future production there more firmly by the sheer aggregation of material and Wealth. It is difficult to realise the figures revealed by a recent survey of the capital invested in Hollywood now. The total of existing investments in land, building and studio equipment is £22,000,000, while plans now in hand call for the expenditure of many more millions on expansions and new erections. In this total Fox has the highest individual figure at £5,000,000, With Paramount and First National following With £4,000,000 and £3,400,000 respectively. These are facts which give solid justification to British technicians Who talk of Hollywood as their eventual goal. To them it is worth pointing out that, even to-day, while production is Well below its normal, 10,000 people are employed in Hollywood studios. M.-G.-M. heads the list with 2,100 technicians of many kinds, Fox have 2,000, Paramount 1,600 and R.K.O. 1,000. These figures give some idea of how solidly production is entrenched in Hollywood and how unthinking those people are who imagine that the World’s production centre can readily be shifted to other countries. Dying — To Live ! Much sympathy will go out to Reginald Smith, managing director of P.D.C., Who suffered considerable shock when Chas. B. Williams’ literary agent, who had called to discuss the new film " Dying To Live,” expired suddenly in Mr. Smith’s office. Mr. Williams, who Was formerly manager for C. B. Cochran, was in the early fifties, and was apparently in good health. There is a pathos attaching to sudden death, which in this case is apt to obscure the prophetic beauty of that title " Dying— to Live.” Sound in Germany It is interesting to see what progress has been made in Germany in connection With talking pictures. There Were several factors which delayed the German reception of the new films and tended to perpetuate silence. But recently much progress has been made. The latest official statistics available (July) show that 572 theatres, with a seating capacity of 443,000, had been wired. Since this rapid progress has been made and to-day probably over a thousand theatres are now equipped for sound reproduction. About 600 of these are fitted With Klangfilm or Tobis sets. Production has naturally decreased. Instead of 400 or 500 pictures usually offered in previous years, the figure for the present business year is round about 200 sound pictures only. The investment risk is proportionately high. Turning on The Evidence Phillips are showing endless ingenuity in discovering new uses for loud speakers. Their latest effort is installed in a South African court room. By means of a small amplifier, complete with microphone and loud speaker, a reluctant or nervous witness can be persuaded to " speak up ” by a turn of the knob. Let us hope that Phillips will even matters up by inventing some means of " tuning down ” an excitable K.C. Joke Over Sidney “ I enclose herewith list of some of the more important guests present at the Gala of British Films.” — In a letter from Sidney Rogerson, F.B.I. And shining out of that formidable list I find the name of — -Sidney Rogerson. Really, Sidney, that modesty complex is literally getting you down ! OBSERVER