The Exhibitor (Nov 1938-May 1939)

20 BETTER MANAGEMENT E£ ROCHESTER, NEW YORK New York Critics Choose K For "Ten Best" Lists! Pygmtllon' megnllt N. Y H»r»ld Tribun# "Drop everything and ruah over to tee ill" — NY World Ttltgraa "Thoroughly enjoyable." — N Y Journtl-Amoilctn loue/l# Put oot THIS CITY CHOSEN TO SEE THE HIT THAT ALL AMERICA IS WAITING FOR! PYGMALION 3flT.IT. ' WENDV3HILLER ; WILFRID LAWSON • MARIE LOHR • SCOn SUNDERLAND Screen Play and. Dialogue by Bernard Shaw • Music J»y Arthur 'HoneggerDirected by Anthony Asquith and Leslie Howard A METRO-GOLDWYN-MAYER PICTURE • Produced by GABRIEL PASCAL DOORS OPEN DAILY 11 A. M. LESLIE HOWARD BERNARD SHAW’S LOEW’S 2nd ACHONi THRILLS' ROMANCE' “MY SON IS A CRIMINAL” With ALAN BAXTER • JACQUELINE WELLS He Created A Society Siren From A Girl He Found In the Gutter! Any gill can crash society this way — * if she knows the secret! . . . Shaw's wise, witty, romantic picture is the talk of America! RECOBD CROWDS I At New Yorks lamed Astor Theatre (now in its 3rd month) and in Los Angeles capacity throngs hail this great hit I LAST NIGHT’S PREVIEW ACCLAIMED. AS THE MOST EXCITING EVENT IN THIS CITY'S ENTERTAINMENT HISTORY! Everybody greeted the premiere of Bernard Shaw's splendid entertainment with cheers and applause I Ask any of your friends who saw it I It's the grandest picture in many seat sons Be on hand early today for the first regular contiguous performances! BAL. 15c TO 3 P. M. 1939's greatest entertainment eventl We have been' selected among the First Few Cities in all America to view this spectacular hit. PHILADELPHIA fo°^D; you H g Los wn«en BWIVflUKOI. LESLIE HOWARD In Bernard Shaw’s fim htlioraed Pbotopisy. He wrote the Script Hmsell and He lorn it1 PYGMALION WENDY HILLER WILFRID LAWSON -MARIE LOHR "Pygmalion” i$ o down to earth story of o man who wagered and won that he could pick a guttersnipe from the street and in 3 months make her a lady you yourself would fall in love with! LOS ANGELES . DAYTON, OHIO SMASH HIT at LDEW’S/ H YOU TOO CAN BECOME A PYGMANIAC ! w JOIN THE FUN AT LOEW’S TODAY! From Broadway to Hollywood record crowds are laughing, chuckling, cheering and going completely crazy over this wise and witty romantic comedy ! LESLIE HOWARD BERNARD SHAW’S PYGMALION WITH SENSATIONAL NEW STAR DISCOVERY WENDY HILLER WILFRID SCOTT MARIE LAWSON * SUNDERLAND * LOHR PHILADELPHIA BOYD CHESTNUT TODAY POORS OPEN 10t3O A M. This Picture could have. been called the "Artists Model” — But, he„was a different kind of an artist,.,*.*. while the model was a guttersnipe whom he found . ,3. dressed up.. ._ taught the manners of a Lady . . . and transformed her into the most sought after beauty who ever Made Society! ★ ★★★★★★★★★★ P.S. Confidentially , I think " PYGMALION ” is the nerts Hints on Newspaper Advertising No. 16 — "Pygmalion” (Metro) Frankly, this offers a challenge to managers who play it, especially in the same towns where they will probably find difficulty pronouncing the title and be not too impressed by Shaw’s having authorized the present version. But the ads illustrate the admen knew they had a job to do. We did not spot the Rochester ad in the pressbook so perhaps this is one of the special ads made up for the houses operated by Loew’s. What makes it look like a circuit ad is, first, the artwork, and secondly, the fact that the copy reads " this city chosen", etc. We don’t see why Rochester wasn't used in reverse plate to make it even more local. The ad from Dayton is a pressbook ad pure and simple but to our mind this isn’t the best policy. We prefer the Philadelphia layouts because special attention is pointed to several angles that might attract. The copy, " Warning , don’t be fooled by the title,” is an admission that the title might scare some of the folks away; and the attempt to bring the nature of the story down to the general level, away from the apparent highbrow motif, is praiseworthy. Both of the Philly ads work along the same lines and we did not spot these in the pressbook, either. They look like originals to us and we think they are worthy of use in other spots. Inasmuch as a lot of towns still will play the show, this page becomes even more important. As to names, Howard is important while the girl, Wendy Hiller, has gotten a lot of publicity so she should not be ignored. As to possibilities ; the show did real business in New York City and was handled with kid gloves in all key spots. Do not treat it like just another picture. If it is worth playing, it is worth playing right: The whole way or nothing — that is what we think. March 1, 19)9