Boxoffice (Apr-Jun 1937)

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Paramount Airer No Trade Threat New York — “Paramount on Parade,” the first series of nationwide radio broadcasts sponsored by a major film company and originating from its studio, will have to improve appreciably if it is to keep potential motion picture patrons at home. That was the impression gained by this reviewer last Sunday when the first program of the series came over the NBC network from Paramount’s Hollywood film factory. Below Average Stuff Allowing for slight delays and some confusion in getting started and in locating the players, the broadcast was in no way outstanding and in point of humor or originality was below the standard set by the average Sunday entertainment dished out by the major networks. Shirley Ross, singing “Sweet Is the Word for You” from her picture “Waikiki Wedding,” was the high spot of the program, no doubt intended as a strong plug for the picture, which is a current release. The cross patter between Lynne Overman and Mary Carlisle, who will appear throughout the series, was nonsensical enough to elicit a few laughs, while Phil Harris, conducting his orchestra and introducing a few specialists from “Turn Off the Moon,” (Continued on next page) England's most popular comedienne. Grade Fields, arrives in Hollywood — umbrella and all — to confer with 20th Century -Fox on details of her new contract with that studio. Stevens to Keokuk Lawrenceville, III. — H. E. Stevens, manager for the past year of the Avalon here, will leave this weekend for Keokuk, Iowa, where he will operate the Prisina circuit houses as city manager. Vincent Helling, former manager of the Grand in Keokuk, will head the Avalon here. ST. LOUIS LICHTMAN, M-G-M executive, dropped off here en route from Hollywood to New York City. While here he received instructions from Nicholas M. Schenck to roadshow “Captains Courageous.” W. E. Branson, RKO midwestern district manager, was here on March 25 conferring with Manager B. J. McCarthy of the local office. Several local theatres were used for Good Friday services by various church denominations. Similar services were held at the Ozark Theatre in Webster Groves, Mo. Loew's Theatre has completed the installation of new RCA sound reproducing equipment. It is being used for the first time in connection with the current firstrun showing of Metro's “Maytime." Mr. and Mrs. Max B. Stubbs, late arrivals from Hollywood, are the new comanagers of the Panchon & Marco School of the Theatre. Recently the local school affiliated with the famous Ethel Meglin school in Hollywood. IMPERIAL EXECUTIVE TOURS Chicago — E. J. Smith, general sales manager of Imperial Pictures, New York, was here late this week on a swing around the central states. Look ahead to HOT WEATHER Don't let your patronage get away from you again this summer. A National Sirocco Air Conditioning System offers you the COOLING EFFECT that will protect your boxoffice against the loss of patronage and profit. We offer you the greatest dollar-for-dollar value ever before presented in a guality-made, guiet and economical cooling and ventilating system — priced right for your theatre. Did you get our latest "Comfort Cooling" broadside — just out? If not, ask for it. Call up, write or come in and get our 1937 theatre cooling proposition today. Remember — We're here to serve you on EVERYTHING in equipment your theatre may need. CHICAGO 825 S. Wabash Ave. Phone: Webster 7346-7-8-9 INDIANAPOLIS 436 N. Illinois Street Phone: Lincoln 5758 ST. LOUIS 3210 Olive St. Phone: Jeflerson 8494-5 MILWAUKEE 725 W. Wells St. Phone: Marquette 7333 THEATRE SUPPLY COMPANY kr:iiL>Jkr;i BOXOFFICE :: April 3, 1937. 15