The Exhibitor (Nov 1938-May 1939)

BM-20 BETTER MANAGEMENT ff One of the most elaborate theatres recently built • . n Uses ADLER ^Streamline” SLOTTED SILHOUETTE LETTERS and ADLER MULTI-DECKER GLASS-IN-FRAME UNITS IN ONE LARGE OPENING IN SIGNS. FOR 8 "-10 "-12 -16 ' ADLER SLOTTED LETTERS PROTECTED er VI national patent/ CORPORATION CHICAGO ALL ADLER EQUIPMENT FULLY APPROVED BY UNDERWRITERS Fully Covered by U. S. and Canadian Patents ADLER SIGN LETTER CO. 2909-E Indiana Ave., CHICAGO 1457-E Broadway, NEW YORK CITY CHICAGO NEW YORK TORONTO, CAN. LONDON, ENG. THE NEW i n National Tieups "Angels with Dirty Faces” Ever on the alert for valuable tie-in material, exhibitors will be quick to realize the follibilitie ; of a letter sent to president Harry M. Warner by Chief Scout librarian Franklin L. Mathiews, Boy Scouts of America, on "Angels with Dirty Faces.” Said the scout executive in part: "It is altogether the most soul-searching I have seen for a long time ... It is like going to church in hell . . . Sobering it is indeed, but not sober . . . Neither is it another gangster picture . . . And all this without mock heroics or sickening sentimentality. I wish that every person, the whole country over, sincerely concerned for the welfare of youth, might see it. I am confident, too, movie fans of all ages will hail it with equal delight for, to an unusual degree, the picture possessed the kind of stirring situation, combined with jocular humor and farcical fun that keeps it dramatically, constantly moving forward to a climax that is, even though subdued, simply terrific. Such language seems extravagant. So it is. But not after you have seen 'Angels with Dirty Faces’.” "Pygmalion” THE Cf WteW CHAIR "SOLD EVERYWHERE BY DEALERS S Q. U A R E 0 GENERAL SEATING COMPANY CHICAGO DISTRIBUTED BY BEN LUST 1001 NEW JERSEY AVENUE, N. W.. WASHINGTON, D. C. Fittingly to launch the first picture made from one of his plays, George Bernard Shaw will b’ seen in the special trailer being built for Metro’s "Pygmalion.” Addressing "My very dear friend in America,” the great Irish dramatist states he has no object:on to filming his works, providing the perfection of his lines is not damaged, that he does not know "whether I shall live long enough to educate America, but I am still trying.” Shaw called this first authorized production "magnificent.” The trailer, Shaw’s statement should be welcomed by exhibitors as unusual advance ballyhoo for the picture. "Marco Polo” Five winners of the cash prizes in the national exploitation contest conducted by United Artists for the best individual campaigns on Samuel Goldwyn’s "The Adventures of Marco Polo” were recently chosen from a field of 3 23 entries. Ed Levin, Chicago, was awarded first prize of $100 for a publicity drive that extended over a period of four months. Other winners were John Hesse, Roger Sherman, New Haven, second, $50; Russell Bovim, Loew’s Columbus, third. $50; Marsline K. Moore, Hollywood, Fort Worth, fourth, $2 5; Bill Saxton, Century, Baltimore, fifth, $25. "Nancy Drew” Tying in with national release of "Nancy Drew — Detective,” Warners production, Gro'set and Dunlap, publishers, will re-issue this series of Carolyn Keene novels. Dealers throughout the country will cooperate with the campaign, which the publishers will back with a big advertising appropriation. Jackets of the Nancy Drew books will carry photo of Miss Granville. ( Continued on page 23BM, column 2) ON YOUR DESK EVERY WEDNESDAY November 1 5, 19)8