The Canadian Motion Picture Exhibitor (Sep 15, 1941)

September 15th, 194] Big Boost for Short Subjects A concentrated effort to sell short subjects to both theatre operators and audiences, on the basis of their individual merits instead of along with the feature pictures, will be launched by the major film companies next month. One of the principal objecuves in the drive . will be the elimination from all theatre marquees and screen trailers, the familiar line of ‘Also Selected Short Subjects,” this line to be replaced by proper advertising and publicity on each outstanding short presented at the theatres. From Hollywood reports come that the studio production heads are also lending new aid in the building of ,short subjects as theatre attractions with more top directors, producers, writers, and even some top stars assigned to short subjects in between feature work. One studio, M-G-M, reports a production budget in advance of last year by 20 per cent. Other increases in the money, men and materials to be allotted to making numerous shorts are impressive. Publicity material on shorts is being specially prepared by home offices, picking from each reel cne point on which managers may build an effective exploitation effort. Press books, display material, mats and newspaper campaigns are being prepared for distribution through exchanges. In many cases this is the first time in a long, long time, if ever, any such effort has been made in behalf of the short subjects. “Institutional” campaigns on a national basis are also reported brewing in several shorts departments.-M-G-M and warners both tell of ‘‘very special’ short subjects promoticn schemes set for launching in September. FOR ALL THEATRE EQUIPMENT and SUPPLIES —Call on— PERIGINS COMPANY LIMITED 277 VICTORIA STREET TORONTO 2027 BLEURY STREET MONTREAL A The Exhibitor On the Square By HYE BOSSIN Jack Karr, the Toronto Daily Star’s film columnist, is vacationing out west . . Laura Elston, radio screenotator for Vick’s Vapor Rub, has been renewed and will be airing her cinema city chit-chat shortly. She has just returned from a several-week visit in Hollywood, were she was made thoroughly welcome by stars and studios ... Rohama Siegel, Toronto maid who shared the writing credits for Gracie Fields’ “We’re Going To Be Rich,’ is now the secretary of Luella Parsons, Hearst syndicate scribe, known as “The First Lady of Hollywood.” co * % * Bo Jack (Scotty) Johnson, On The Square for a long time in behalf of Filmart, has moved to Vancouver to manage the Music Box theatre, which he acquired in partnership a while ago. Good luck, lad . . . To the Imperial Bank on the corner: Will you get that dag-nab clock of your’n fixed? I’ll have to get my tick-andtin timepiece out of hock if you don’t ... EBA has extended its space on the 5th floor of the Hermant Building. The main offices remain on the 11th. The only pheasants, some twenty of them, shown at the Canadian National Exhibition in the Ontario Government Building were borrowed from Frank Meyers prize flock of Golden and Silver breeds. Among them was Lady Amherst, a royal bird. Frank raises them on his lakeshore place at Bronte... Squire Harry Price of Beyond Weston has a glum look on his face. A dog got into his coops and killed 32 of his guinea-hens. Raising them is Harry’s best fun. * * * * * Funniest short subject I’ve seen in a long time is the amateur film record that the Casino’s Charlie Mackie has of his Muskoka vacation with Dick McBride . . . Eddie Wells of the MPDA was a lieutenant in the AEF during the last big tiff... Somer James, who left Premier Operating to join the merchant marine, was last heard from in Cardiff, Wales—as he was leaving on a Norwegian boat. Somer got there on a Greek boat which, having delivered the goods, was headed back to Montreal. Not for Somer. %* %* * % * Nearest thing to a theatrical gym in town is Art McColl’s Milo A.C. on Adelaide St. McColl is a well-known vaudeville performer and other acts rehearse their routines there. Most any five o’clock you can find the editor getting a boxing lesson from the Casino’s Murray Little, while Famous Player’s Harry O’Connor looks on indifferently and Shea’s Freddy Trebilcock makes bloodthirsty remarks . .. Jack Silverthorne, brother of O. J. of the Ontario Board of Censors, is now manager of the Classic, Stratford. Lou Rosefield, formerly of the Palace, Galt, followed him into the Westdale, Hamilton. * * %* * od Art Arthur is writing the first of a new Paramount series, “Dr. Broadway,” and Rod Cameron, another Canuck, will play the lead . . . Ned Sparks, they say, will take the comedy role in a forthcoming Michael Todd musical comedy . .. Norman Reilly Raine, Queen City scenarist, is one of the writers of Warners Canadian air opus, “Captain of the Clouds.” Raine was in several services, including the air force, during the last war . .. David Manners, the star who got his training at Hart House, is retired on a desert ranch and just wrote a book called “Convenient Season.” * * %* Co % Jerry Taube, son of Syd, the popular Vending Machine man, has joined the air force . . . Another whose quiet kindnesses to the boys in uniform deserve note is Sydney Herman, who has helped them often by solving their personal optical problems. . . . In “How Green is My Valley” Walter Pidgeon of St. John sings for the first time in films. He used to warble in operettas. They’re praising the authentic reproduction of a Welsh village in the picture, which is the work of 20th Century-Fox’s Art Director, Richard Day, another Canadian. if Page 3 Ascap-Chains Feud Finished The Ascap-network feud, which began at the first of the year, was finally settled. The battle cost both sides a great deal and affected advertisers, film studios and others caught between the chains and the composers. The stoppage cost Ascap $3,000,000 in royalties so far and will bring them a total of $16,500,000 less than they would have gotten under the old agreement. Happiest of all is Hollywood. Screen music has had to reach the public while still unfamiliar. Also the advantages of advance plugs for pictures as the source of the music was lost and could not be made up through any other medium. Picture producers have consistently demanded a new pact and the present one may owe tliem its existence. Canadian radio was not affected by the fight but that did picture advertising little good, since the most-listened-to programs originate in the United States. U. S. Exhibs KO Tax LaFollette Helps The American motion picture in. dustry has been successful in defeating the Senate Finance Committee’s raising of the theatre admission tax to 15 per cent. The Senate rejected the suggested measure by a great majority. American exhibitor organizations, aided by Senator Robert M. LaFollete, staged a powerful defence against the tax. Senator LaFollette. called the rate ‘“an inordinate burden” on theatres and said that it added difficulty to the recreational habits of the poorer classes. sess HEATING AND VENTILATING CONTRACTORS AND ENGINEERS NAVAN