Boxoffice (Apr-Jun 1937)

C HI I C A (G O MPTO Resolution Lists Preferred Film Stories St. Louis — A resolution protesting any reappearance of emphasis on sex in the production of motion pictures has been forwarded to producers by Fred Wehrenberg, president of the MPTO of St. Louis, E. Mo., and S. 111. The resolution contains a plea for “downto-earth” pictures with wholesome delineations. The text follows: RESOLUTION At a meeting of the Motion Picture Theatre Owners of St. Louis, Eastern Missouri and Southern Illinois, held on Monday, March 29, 1937, and whereas it was brought to the attention of this meeting that the St. Louis Globe-Democrat . carried an article in their Feature Forum asking the question, “Is Sex Coming Back to Hollywood?” this organization went on record as being opposed to sex coming back to the screen and therefore, be it resolved: That the findings of the committee, appointed by the president to ascertain through a canvass of exhibitors desires in film attractions of the public at large, be transmitted to the Motion Picture Producers of America for their earnest consideration in future productions and sincerely hope they will produce pictures with stars of the first rank, and this provided they appear in: Stories of the “down-to-earth” variety, of clean, wholesome, American life, particularly those dealing with people commonly in contact with the great masses and having plots that maintain pronounced heart interest. Out-door stories with a musical-drama strain and fast action: for example, such as “The Gay Desperado,” with “devil-maycare” characters of the nature as portrayed by Leo Carrillo. Musical romances of “Maytime” type with Jeanette MacDonald and Nelson Eddy, and such pictures as “Trail of the Lonesome Pine” with Sylvia Sidney, “Cain and Mabel” with Marion Davies and Clark Gable, “Mr. Deeds Goes to Town” with Gary Cooper, “Pigskin Parade” with Stuart Erwin, “My Man Godfrey” with Carole Lombard and William Powell, and “Swing Time” with Ginger Rogers and Fred Astaire. Contrary to the above, the findings of the committee as to types of pictures that do not appeal at the boxoffice were as follows : 1. Stories with sex angle and displaying of nudity. 2. Stories without feminine appeal. 3. Stories in which war predominates. 4. Stories of great brutality and numerous murders. 5. Costume stories of foreign locale. 6. Stories with morbid endings. 7. Stories in which the major portion is a dream. The committee further finds, in connec tion with the latter listing of undesirable stories, that even the use of stars of the first rank will not enhance their appeal at the boxoffice to a profitable degree, and, in addition, is detrimental to the reputation of these stars and detracts from their drawing power in succeeding attractions. Therefore, be it resolved: That a copy of this resolution be mailed to each and every producer, opportuning them to utilize every effort to follow the wants of the show-going public as above outlined, and further, that a copy of this resolution be sent to the various trade journals for publicity, so that everyone concerned in the production of motion pictures may be fully informed of the present-day wants in photoplay entertainment of the great masses, and for the mutual benefit of everyone in the motion picture industry. FRED WEHRENBERG, President Motion Picture Theatre, Owners of St. Louis, E, Missouri and So. Illinois. LOUIS K. ANSELL, Chairman of Committee. ANTON MATRECI, CLARENCE KAIMAN, JOSEPH ANSELL. EXPECT LARGE FUND FFOM MISSOURI TAX Jefferson City. Mo. — State Auditor Forrest Smith, who is seeking an increase of $400,000 in his appropriation for administering the state sales tax law, informed the senate committee of appropriations April 5 that if he had an adequate force of field agents he could collect an additional $1,250,000 in sales taxes annually. Smith estimated that the two per cent sales tax bill sponsored by Gov. Lloyd C. Stark will produce $55,000,000 during the next two years, or 61.13 cents of every dollar paid into the general revenue fund of the state. FOX MIDWEST TO TAKE THEATRE BIDS Mount Vernon, III. — The Fox Midwest Theatre, Inc.. Kansas City, will take bids about April 15 on the construction of the new theatre building here. The plans and specifications prepared by Robert O. Boiler of Kansas City call for a two-story building. The house will seat 1,200 persons and cost about $150,000. FURNISH ELECTION RETURNS St. Louis — Many of the local motion picture theatres furnished their patrons with returns of the municipal elections held April 6. ^^HAT better piece of news could be found to fill this one most important weekly spot than the culmination of a romance which has been in flower for many months, and which, as spring comes upon us and the young man’s fancy turns to thoughts, etc., etc., tra-la, has reached the “I Do” stage. All of which is mere preface to the fact that Cecil Shepherd, whole able operation of the Apollo Theatre in Belvidere, 111., has been chronicled here on several previous occasions, has up and done it. “Shep” was married on Friday, April 2, to Miss Ida Wickey of Rockford. Eddie Zorn of Pontiac, who owns the Apollo, attended the ceremony with Mrs. Zorn. The young couple spent a honeymoon week in Chicago. And that’s not all. The news has just leaked out that one of our own Filmroio’s most eligible bachelors has also taken the fatal leap. He kept it a secret for about seven weeks, but now Sam Clark of Warner Bros, is freely admitting his entry into benediction and his simultaneous removal from circulation. And that’s still not all. There’s another one. This time it’s Sherman Pedersen, manager of the Oakley Theatre, Chicago, who two weeks ago took the fatal leap, “Mazeltov” to you, “Pete,” and also to you, Sam and Shep. And that’s that for the boys who have taken ivives unto themselves. Of course, Al Simon has taken xmto himself a brand 7iew set of show-cases for the cigar stand in the Harmony Restaurant, which isn’t exactly a wife, but still worth mentioning. That Fred Bartow of Metro, with the able assistance of Capt. Volney Phifer, again is bringing animals into Chicago as press stunts. The latest is a huge and authentic water buffalo, christened Hii, which was featured in “The Good Earth.” A nice piece of exploitation resulted for the closing days of the seven-week roadshow engagement of “Good Earth” at the Apollo. The old Lyric Theatre building in Anna, 111., will be remodeled into a modern picture house by the Rodgers circuit of southern Illinois. Howard Hejiderson, who manages the Yale for the outfit in the same toion, also will handle the new house. The Marches! Brothers, who operate theatres in Amboy, Freeport and Lockport, 111., have opened the Town Theatre in Prophetstown, 111. Kermit Reinboth will manage the house. Even the illustrious nainc of Schoenstadt doesn’t prevent the dashing Sam from doing a little work once in a while. And he wasn’t taking his morning exercise either last Wednesday when he came out of the 831 building with a full sized can of feature film in each hand. Thomas Berta, who formerly operated the Wilton Theatre in Wilmington, 111., which burned down some time ago, will build a new show house in the town. It will probably also be called the Wilton. 66 BOXOFTICE :: April 10, 1937,