The Canadian Motion Picture Exhibitor (Sep 15, 1941)

Page 2 ‘SO EXHIBITOR Published Semi-Monthly by the INDEPENDENT THEATRES ASSOCIATION HYE BOSSIN Managing Editor Vol. 7, No. 18, Sept. 15th, 1941 Subscription Rates: Canada and U.S.: $5.00 per annum <> 28 Address all communications to The Managing Editor The CANADIAN EXHIBITOR 21 Dundas Square AD. 4818 Toronto, Canada Gala Premiere At Elgin, Ottawa (Continued from Page 1) ian Broadcasting Corporation and now special war-time assistant to the Prime Minister. Pascal received a great reception. The proceeds were turned over to the Women’s Auxiliary of the Merchant Seamen’s Fund. A congratulatory telegram was read from the Princess Alice. Present from Toronto for the event were Nat A. Taylor, General Manager of Twentieth Century Theatres; Raoul Auerbach, manager of Twentieth Century Theatres; Sam Glazer, Canadian General Manager of United Artists, and Mr. Jeffery, Toronto Sales Manager. Marion Baldwin of the New York office of United Artists took in the proceedings. The glittering sendoff seems to guarantee “Major Barbara” an indefinite run at the Elgin. Reconsecration (Continued from Page 1.) erty” is-part of the regular program and all newsreels have shots of Canada busy at her task ‘of. aiding. the. allies. . , Famous Players lobbies: are displaying copies of the proclamation. The military forces everywhere have shown aj willingness to join in -any , celebration -of the occasion and many live-wire managers took. advantage of this. Civic officials and: service organizations joined in and quite often the local theatre became the centre of the town’s expression of loyalty. J. J. Fitzgibbons and his assistants of the Canadian Motion Picture War Efforts Committee called upon the industry for a powerful response—and got it. DeMille Cecil B. DeMille, whose spectacular productions have stimulated the movie business for several de cades, gets off some interesting ideas on business, movie and otherwise. His thoughts cover showmanship inside the industry and out. Read what he says: The show business is a much vaster and more important institution than most people give it credit for. It extends far beyond the motion picture industry, which happens to be among the largest industries of the nation; beyond the stage, the radio, and the circus. It permeates almost every aspect of life in the world today. This is the age of showmanship —in business, in government, in diplomacy, even in war. And today the great democracies of the world need good showmen—honest, intelligent, patriotic showmen. I don’t suppose the average businessman ever thinks of himself as being in the show business, but if he isn’t, then I’m mot a businessman. And I {can assure you, every major motion picture project, like the Technicolor sea saga, “Reap the Wild Wind,” which I now have before the cameras, is big business. The biggest show on earth today is the news of the day, and the price of admission to the gallery seats is the price of your daily newspaper. The front page is the feature attraction, and the motion picture section is the Wild West Show. Of course, the Hollywood brand of showmanship can become a little bizarre at times. Once, I remember, an:ingenious press agent sent all the way to Egypt to have the title of-a certain picture’ emblazoned on the pyramids. Not long iago, another press agent arranged to have the star of his picture hypnotized on the set—then invited the press out to see how he’d take it. But clever exploitation ideas have helped to sell many a picture—and to cement many a profile in the forecourts of Time. And if you think Hollywood exploitation methods are somewhat extreme, let me call your attention to some straight business merchandising’. Skywriting, for instance. That, gentlemen of the business world, was your idea. So were the “human flies’ of a few years ago, climbing up the faces of tall buildings that had offices for rent. So were the channel swimmers, the flagpole sitters, and “Big Butch,” a real fly, painted gold by a large fly spray corporation. “Big Butch” was unleased in Jersey City with a $1,000 reward to any lucky householder who could bring him down. And I’ll bet he sold a The Exhibitor Speaks lot of fly spray, too. * * * * * There was once a_ producerdirector of motion pictures who for a time was called ‘“‘the bathtub king.”’ The reason for the title was the lavishness of the bathing scenes in some of his pictures. While those bathing scenes did much to sell the pictures themselves, the plumbing’ industry credits them with establishing the tile bathroom as a national institution. And I believe the screen sets most of today’s feminine styles. That affects not only the whole garment industry, but the leather goods business, the fur business, the cosmetics manufacturers, and the hairdressers. You know, when a picture that’s supposed to take place in the Winter time is made in the Spring time, the styles in that picture can’t be last Winter’s styles. They have to be next Winter’s styles. That’s why we all employ leading desigmers, and that’s why many great business houses send Scouts to cover our previews. It used to be that trade followed the flag. Today it follows the screen. And with international greed causing most of the trouble in the world, some flags try to follow trade. * * % Co * The point is that business needs motion pictures, motion pictures need business, and Democracy needs all of us. We believe in Democracy, and it’s up to us—as showmen—to see that Democracy continues to believe in itself. Today every upright business man in this hemisphere is engaged in a holy crusade. Now we have to sell more than our own merchandise. We have to sell liberty all over again. We have to resell the principles of free and honest enterprise, of tolerance, and of good will. We have to resell work, and honor, and courage. We have to safeguard our free speech and our free press. We have to sell national security. That’s why, in the past five years, I’ve turned away from an| cient history in my picture-making leaving the periods of ‘‘The Ten Commandments,” “The King of Kings,’ ‘“‘The Crusades” and ‘‘Cleo patra” for our own American epoch, and pictures like ‘The Plainsman,”’ “The Buccaneer,”’ “Union Pacific’ and “Reap the Wild Wind.” Po * * bo This country, for instance, is founded upon a great maritime tradition, which now it is in danger of forgetting. If ‘Reap the Wild Wind” can re-stimulate pride in that tradition, besides providing (Continued on Page 6) September 15th, 1941 Movie Dedicated To Air Exiles Toronto. — Warners introduced its newest air epic, “International Squadron,” to Canada with a private showing for some of the most distinguished airmen in the Dominion today. The film is dedicated to the Royal Air Force and the allied exiles who serve with it. “To the men of the Royal Air Force,’’ the opening words read, “and those exiled flyers who still fight for their homelands in England’s skies.” Officers of the Royal Air Force, the Royal Canadian Air Force, the Royal. Norwegian Air Force and other representative flyers expressed appreciation of the recognition given their struggle. The picture points out the contribution of manpower made by exiled flyers from countries still under the Nazi yoke. The RAF is shown in bombing’ expeditions over Germany and the conquered Channel ports. These sequences were of particular interest to. Wing Commander Dickens, one of those present. He was the leader of a flight of bombers which went into action eleven hours after war was declared. “International Squadron” is the last movie made by James Stephenson, who died of a heart attack a few weeks. ago in Hollywood. The actor, who was born in Selby, Yorkshire, England, had recently attained star status at Warners through his fine work with Bette Davis in “The Letter.” He also starred in the splendid medical play, “Shining Victory.” Mobile Theatres Three mobile movie setups for outdoor showings have been attached to the American Army and will entertain troops between training periods and mock war trials. They are gifts of the United Service Organizations. 2172 SHEA'S THEATRE (Toronto) USED Theatre Chairs FOR | Immediate Sale These are spring cushion seats and | upholstered backs. | Apply Only To HARDWARE AGENCIES 404 McKinnon Bldg. 69 York St. Phone WA. 0342 Toronto, Ont.