The Exhibitor (Nov 1938-May 1939)

10 SPECIAL FEATURES • HELLO, FOLKS! This is WARREN STOKES speaking to you from Hollywood over the JEP network. While much interest is centered on the outcome of the Academy awards, particularly because three foreign made pictures are nominated in this year’s contest, there is a decided interest on the part of Hollywood in the outcome of the eastern campaign to eliminate dual bills. • THE EXHIBITOR’S LOSS, attributed to the dual bill policy; and his subsequent grief, with mediocre product dashed out to meet the alleged demand, has really been quite profitable to Holly THEATRE MANAGER AT LIBERTY For 7 years manager 1800 seat theatre. Buying Booking Exploitation. More recently Circuit Division Manager. wood in a general way. Perhaps that is why Hollywood stands by and continually passes the buck to the exhibitor for first introducing and later building up a following for dual features. • SHORT SUBJECT PRODUCERS have been openly accused of fostering every movement to abolish dual features in order to increase the market for their own wares. Independent producers have continually advanced the belief that the major producers, favoring a single bill policy, did so because it would put the independent, unable to cope with major producing budgets, completely out of business. The major producers have used the alibi that they were forced to make a certain number of lower bracket pictures to fill the demand for dual bills. As the situation stands now, most of the one time independent producers are associate producers on the major lots turning out the lower budget pictures. • OUR HOLLYWOOD SURVEY, getting reactions to the situation with promises not to quot: any individuals, discloses a few startling facts and perhaps proves that the task of eliminating the dual feature is almost a 100 percent exhibitor job. Doubling the output of Hollywood has given employment to more producers, more directors, more writers, cameramen, actors and actresses. Manufacturers of raw film and other commodities necessary in the making of pictures have benefitted accordingly. There is no use denying these facts. Double features may have proved a hadache at the box office but Hollywood has gained substantially. Hollywoodites will hasten to explain that the elim nation of dual features will bring about a serious unemployment problem in Southern California. • INDEPENDENT PRODUCERS will undoubtedly cite this unemployment problem in an attempt to preserve their market, should the single feature policy gain momentum as a result of this campaign. Many are of the opinion, despite public protest, that movie patrons have been educated to the dual bill policy too long to accept a single feature without the thought of being cheated. Some even go so far as to state that it will automatically call for lower admissions. I am inclined to believe there is little cure for the box office outside of better pictures. Maybe the answer is Bigger ami Better Double Bills. • LOUIS HAYWARD, by virtue of his performance in EDWARD SMALL’S United Artists release "The Duke of West Point,” rates a close-up THEATRE MANAGER 14 Years experience in publicity, exploitation and tieups — 33 years old and married. Available now and willing to go anywhere. • BOX S. K. NEW YORK STATE EXHIBITOR 1600 Broadway. New York, N. Y. BOX H. N. Louis Hayward JAY EMANUEL PUBLICATIONS 1225 Vine Street Philadelphia ENDORSED BY LEADING AUTHORITIES ON Fire Prevention und Safety in this week’s edition of our Hollywood Newsreel as another name to remember in building your record of worthwhile boxoffice names. Hayward, who was born in Johannesburg, South Africa, took the usual Hollywood bumps with mediocre roles and was on the verge of saying goodbye to Hollywood when asked by Producer Small to play the role in "The Duke of West Point.” This was literally the turning point in his screen career. He is definitely slated to become a star of the first magnitude. His next picture to be produced by Small is "The Man In the Iron Mask,” in which he will play the role made popular by DOUGLAS FAIRBANKS, SR., in the silent version several Hayes Republican GEORGE (Windy) HAYES, of "Hop-a-Long Cassidy” fame, starts his new contract with Republic Pictures February 17, going before the cameras with ROY ROGERS in "Headin’ for Texas.” Short Feature Warners will produce "Sons of Liberty,” latest in the studio’s series of historical featurettes in Technicolor, in four reels instead of the customary two. This offering will be given full feature production value under direction of MICHAEL CURTIZ. Cast includes CLAUDE RAINS, portraying Haym Salomon, Revolutionary patriot, GALE SONDERGAARD, RONALD REAGAN, HENRY O’NEILL, MONTAGU LOVE, DONALD CRISP. Judith in Saddle JUDITH ALLEN has been signed by DON LIEBERMAN, Coronado Pictures, to replace DOROTHY PAGE, as the singing cow girl in this company’s series of girl westerns for Grand National release. Raft, Cagney Teamed GEORGE RAFT goes to Warners for a leading role with JAMES CAGNEY in "Each Dawn I Die.” Signing of Raft brings a switch in characters for Cagney who will play the newspaper reported released from prison by a racketeer. Raft will play the racketeer now. O’Brien Set GEORGE O BRIEN has signed a new contract with RKO calling for four to six pictures during the year. Roach Sets Budget HAL ROACH will spend $5,000,000 on his six pictures to be made for UA release. First to go before the cameras will be "Water Gypsies,” slated to start May 22. Schlesinger Shoots I.EON SCHLESINGER is underway with his first Canyon Kiddies cartoon which JAMES SWINNERTON will create the screen characters, collaborate on story and create the background. First of the Kiddies subjects will be released as a Merrie Melodie. years ago. Hayward is the tops in the new crop of Hollywood marquee names. • CHARLES SPENCER CHAPLIN appears to fall in with the duals with the announcement that he has pluralized the name of his new picture to "The Dictators.” Through MURRAY SILVERSTONE, head of United Artists, Caplin revealed that the first film he has made in three years will see him playing a dual role. "Its primary idea,” Chaplin said, "is to make people laugh. The present political situation as it concerns dictators makes an exceptional vehicle for comedy and people with an over-abundance of dignity and power make themselves targets for laughter.” Approximately $2,000,000 has been budgeted for the film, in which Chaplin will talk for the first time on the screen. And that’s out cue to fade out on another edition of your Hollywood Newsreel. This is WARREN STOKES saying, "So Long, Folks.” February 15, 19)9