Boxoffice (Apr-Jun 1937)

Monogram Pictures Starts New Season With Nation-Wide Setup Completed More Than 100 Men From Home Olfice, Studio and Field in Convention Chicago — With W. Ray Johnston presiding as chairman, the fifth annual convention of Monogram Pictures Corp. began its series of meetings Friday at the Drake Hotel under the most auspicious conditions. More than 100 men were present, representing the home office, studio and exchanges, to plan for the greatest year in Monogram’s history. Associated with Mr. Johnston in this endeavor are many outstanding personalities in filmdom, as well as several whose presence here marks their advent into the ranks of important screen executives. Among those who are taking part are J. A. Sisto of the New York stock exchange firm which is underwriting Monogram’s stock subscription; O. Henry Briggs, president of Pathe; Sol A. Rosenblatt, former chairman of President Roosevelt’s Code Authority for the industry and member of the board of directors; Scott R. Dunlap, vicepresident in charge of production, and Fdward A. Golden, general sales manager of the organization. A Success Story Monogram’s is a success story of an organization established by W. Ray Johnston on principles of sound showmanship. In 1924 he started Rayart Pictures Corp., terminating the company’s profitable activities four years later when talking pictures made their debut. After Rayart’s liquidation, Monogram was founded in 1931 as a cooperative organization of 20 exchange franchise holders with 30 affiliated exchanges. Its achievements in its own field have been notable. Such production as “The Girl of the Limberlost,” “The Keeper of the Bees,” “Sweetheart of Sigma Chi” and the “Hoosier Schoolmaster” have steadily added to the strength and prestige of the organization and won for it the good will of thousands of exhibitors. Experienced Personnel W. Ray Johnston’s career in the entertainment world dates back more than a score of years to Thanhouser, at which studio he played leading roles while functioning in the executive capacities of secretary-treasurer. Thanhouser produced “The Million Dollar Mystery,” the serial that made boxoffice history. In 1917 Johnston was at the helm of Arrow, advancing its position steadily until the formation of Rayart in 1924. To Scott R. Dunlap falls the responsi bility of producing Monogram’s schedule for the coming season. A veteran of the motion picture business, Dunlap has had a wide variety of experience as a director for Fox, Warners and Columbia. Prior to his association with Monogram, for seven years he was a member of the agency firm of Frank and Dunlap in Hollywood. He relinquished his partnership on January 1 of this year to become identified with Monogram. The home office personnel of Monogram includes Herschel Stuart, treasurer; Norton V. Ritchey, manager of the export department; Louis S. Lifton, director of advertising and publicity; J. P. Friedhoff, comptroller, and J. S. Harrington, manager of accessories. Dunlap’s studio staff includes as supervisors, Ken Goldsmith, Dorothy Reid, Lon Young, Robert N. Bradbury and Joseph H. Steele; George E. Kann, production manager; Hazel Jameson, story editor; William L. Peirce, publicity director, and Ernest R. Hickson, technical director. Monogram Players Jackie Cooper, Mickey Rooney, Ralph Morgan and Edward Arnold jr. are among the prominent players who will be starred in Monogram’s 1937-38 productions. Scott R. Dunlap, vice-president in charge of production, will make a wide search to obtain other stellar-calibre players to appear in the company’s releases for next season. Others featured in the first group of productions to go before the cameras are Florine McKinney. Inez Courtney, Ralph Forbes, Kay Linaker, Guy Bates Post, Irene Franklin, Warren Hull. Movita Castenada, Weldon Heyburn and Ben Alexander. Westerns for 1937-’38 Two series of westerns, in addition to its regular program of 26 features, will be made for Monogram’s 1937-38 program, it is announced by W. Ray Johnston, president. A “Lone Star” series of eight outdoor dramas, and another eight listed as “Fast Action” westerns will be made with two prominent stars to be announced. The titles of the first group are: “West of Rainbow’s End,” “A Ridin’ Gent,” “The Code of the Range,” “Trailin’ Back,” “Romance of the Rio Grande,” “God’s Country and the Man,” “The Painted Trail” and “The Country Beyond.” In the “Fast Action” series are; “Danger ’Valley,” “Where the West Begins,” “Snow Dust,” “Riders of the Dawn,” “Wanderers of the West,” “Man From W. RAY JOHNSTON President of Monogram SCOTT R. DUNLAP Production Chief Herschel Stuart Treasurer. Norton V. Ditchey Export Mgr. 16 BOXOFFICE :: May 8, 1937.