Boxoffice (Jul-Sep 1939)

Exhibitors Sponsor Distributor Drive — That's NEWS — In the man-bites-dog legend is the push for dates which already 1,000 and more theatre operators throughout the United States and Canada have voluntarily undertaken under the monicker, “The Exhibitors’ Sponsored Testimonial to New Universal.’’ Running the rest of August and through September and October, the expectancy is that about 2,000 exhibitors in this country and Canada will join what carries all the earmarks of a rapidly growing procession. Spyros Skouras of National Theatres, who appears above, left, is national chairman. Alongside of him is Mort Singer, head of the midwestern circuit bearing his name; he has volunteered to see that the central belt comes through. On the right is N. L. Nathanson, president of the Famous Canadian Corporation and volunteer chairman above the border. Most unusual is the series of prizes which various exhibitors are offering U7iiversal salesmen who turn in the best record. For instance, M. A. Lightman of the Malco Theatres centering in Memphis, is on the line with a piece of luggage; John Nolan of the Comerford circuit in Pennsylvania and a self-appointed drive “rear admiral’’ is offering money. Bob O’Donnell, general manager of the Interstate circuit, Dallas, is another, while Charles Hayman, Buffalo and Niagara Falls operator, is coughing up with $200 of his own money. Universal frankly admits Universal salesmen are somewhat bewildered by these world of tomorrow developments — maybe — in the world of today. Results of the three-month playdate push are expected to reflect substantially in the company’s earnings statement for the year. "U" Quielly Forges Star Talent Links By IVAN SPEAR Hollywood — ^Without raising much of a fuss about it. Universal has been forging steadily ahead on one of its most important self-appointed jobs under the year-and-a-half-old administration of N. J. Blumberg. That job has been the strengthening of its supply of star and featured player roster, augmented to a point where Universal officials express their current satisfaction, through outside deals principally. The lineup has never been fully divulged. That is, it has not been divulged in toto until now. Aside from Deanna Dimbin, who is under exclusive contract, of course, the permanent list is made up of Mischa Auer, Robert Cummings, Andy Devine, Nan Grey, Baby Sandy, Samuel Hinds, Joy Hodges, Lewis Howard, William Lundigan, Constance Moore, Helen Parrish, Gloria Jean and Robert Stack. The array includes the usual “hopefuls” which every studio anticipates will come through, but in the case of Gloria Jean, who is starred in “The Under-Pup,” the studio feels the youngster definitely arrives in her first starring picture which was previewed here during the week and submitted to a large scale exploitation opening in Scranton on Thursday. Bing Crosby’s outside picture next year Universal Trade Paper Ad Budget Is Up New York — Universal will increase its trade paper advertising budget “very much higher” than last year in order to get the “best possible coverage” for its 1939-40 program, according to Matty Fox, executive assistant to Nate Blumberg, president. Pox said the campaign, which is now under way, will be Intensified immediately after Labor Day. again goes to Universal. Through Harry Edington, who is now a producer on his own for the studio, Cary Grant is on a “per picture” arrangement. “U” has Margaret Sullavan for one picture a year for three years; Irene Dunne for one a year; Charles Boyer for one; Douglas Fairbanks jr., for one a year, again through Edington; Freddie Bartholomew is down for one, with options and this applies, as well, to Marlene Dietrich and Mae West. Edgar Bergen and his wooden McCarthy are committed to one a year; Jackie Cooper to a brace a year; James Stewart, borrowed from M-G-M for “Destry” in which Miss Dietrich will appear opposite; Sigrid Gurie for three a year; Boris Karloff for two a year; Bela Lugosi and Vincent Price likewise; Basil Rathbone is on a “per picture” arrangement via Edington, while Richard Arlen is to make six a year for the ArlenDevine series. It is understood others are on the way. 15,000 Scrantonians On Deck for Gloria By LEONARD WEISBERG Scranton, Pa. — When Joe Pasternak plucked the 11 -year-old daughter of a local piano salesman from the seventh grade class of the Alexander Hamilton School for a Hollywood career eight months ago it is safe to assume that she was known, at the outside, to possibly 50 or 100 persons, mostly her classmates. As of August 24, Gloria Jean, star of “The Under-Pup,” has extended her circle of friends by the thousands. If the blueeyed, brown-haired youngster is not one of the most talked about girls in the country, it is no fault of Universal’s press agentry magic. For if a city ever turned itself inside out to pay homage to one of its own, this community of anthracite mines and silk mills did for the premiere of Gloria’s initial film effort at the Strand. A quick estimate saw about 15,000 Scrantonians on hand when the train bearing Gloria, New York newspaper and trade paper correspondents, radio commentators, a newsreel crew, home office and studio executives pulled in early Thursday afternoon. All told, there were about 40 critics from various sections of the country on hand for the festivities. All told, they were (Continued on page 39) BOXOFFICE :: August 26, 1939 31