The Exhibitor (Nov 1938-May 1939)

18 • HELLO FOLKS! This is WARREN STOKES speaking to you from Hollywood over the JEP network. Foreign made pictures and the recent wisecracks about GEORGE BERNARD SHAW, who was not surprised but rather sarcastic in his comment regarding the Academy Award for “Pygmalion,” continue to be the subject of discussion with our Hollywood contemporaries. One dwells at length on America doing right by the British producers. On "Pygmalion” • HOLLYWOOD PRODUCERS and distributors of Hollywood-made product, in the estimation of the Hollywood publisher in question, need only cite the best bookings and preferred playing time given “Pygmalion” to prove that America has done right by the British producer, who, if ever he had a squawk before, has none coming now regarding the handling of his product on the American market. This is a feeble statement of existing facts. • BOX OFFICE ATTRACTIONS are helped on their way to success through carefully planned selling campaigns and the necessary exploitation. They launch a ship in the same manner. A lot of ballyhoo, a broken bottle of wine after that it sails under its own power and the ticket buyers for the maiden voyage tell their friends whether or not it lives up to its advance ballyhoo. A picture is sent on its way in much the same manner but whether or not it weathers the storm is also dependent upon the reaction of the customers attending its christening. Celluloid Universal • CELLULOID ENTERTAINMENT is a universal commity. It stands or falls upon its own merits. A company trade mark might have some significance on a can of beans because the customer has become accustomed to asking for a can of so and so’s beans, with or without tomato sauce. But to cite a picture given good playing time and establishing box office records because of this industry’s desire to get behind the foreign label is just a lot of insignificant apple sauce. Le: us be broadminded and admit that "Pygmalion” secured better bookings and established record breaking grosses on its own merits and because it was accepted by the American public as better entertainment, on a higher level, heralding the new era of cinema entertainment which Hollywood must recognize if it is to hold its place in the sun, compete with foreign made pictures and keep step with the mental progress of today’s cinema audience. Last, but not least, let Hollywood remember that the exhibitors’ chief concern is not the trade mark on the picture but the trade the picture itself pulls to the box office. Shatv Ahead • GEORGE BERNARD SHAW, in the opinion of his many critics, was always believed to be 20 years ahead of his time. Unless Hollywood is too deeply saturated in formula, "Pygmalion” proves that while this industry is still a commercial art, its future commercial success depends upon recognition of its patrons advanced mental capacity in the past 20 years. Once again, we SPECIAL FEATURES credit radio with educating the public to the more intelligent subjects, penetrating the places we once called "sticks” and paving a trail upon which the motion picture industry can, if it will, ride to better grosses through acknowledging the new era in motion picture entertainment, discard the worn out formulas and take every advantage of the radio trail blazer which, in the final analysis can really be accepted as co-operative competition. • BETTER HOLLYWOOD PRODUCT is indicated through some of the recent previews. "DarkVictory” from Warner Brothers, a top notch attraction off the beaten track which avoids the conventional ending, should prove a top grosser in city and hamlet alike. Paramount’s "Midnight” is the best comedy to come out of Hollywood in many months and "Love Affair,” from RKO-Radio, shows every indication of becoming a smashing success. With a goodly number of promising pictures nearing completion at other lots Hollywood appears to be making every effort to deliver the goods. We sincerely hope so. Boiv to "Lucky” • RUSSELL (LUCKY) HAYDEN who has been riding the trail with HARRY SHERMAN’S "Hop-a-long Cassidy” series, wins a place in our Stars of Tomorrow record. With the acknowledged scarcity of romantic leading men, particularly by Paramount itself through which the "Cassidys” are released, we might suggest that studio executives take the western garb off "Lucky” put him in a dress suit and make a screen test. HARRY SHERMAN might try some of his sharpshooting on me for this because he lost JAMES ELLISON the same way. After seeing Russell Hayden hop right along with the "Hop-a-longs” however and display further histrionics in Sherman’s latest ZANE GREY opus, "Heritage of the Desert,” we accord him this close up in our Hollywood Newsreel with the prediction that he will soon be out of the saddle and into the drawing room. He’s got everything it takes, and better than that, he remains unspoiled by his present success. Russell (Lucky) Hayden, is our newest candidate for the higher Wanger Signs Wayne As a result of critical acclaim for his outstanding work as the "Ringo Kid” in WALTER WANGER’S "Stagecoach,” Wanger has arranged with Republic studios for the loan of JOHN WAYNE for a second out-of-doors drama to be filmed next year. Selznick Buys "Stream” DAVID O. SELZNICK announces the purchase of motion picture rights to the London stage success "Flashing Stream.” Picture will be directed by ALFRED HITCHCOCK. Cissie at Warners CISSIE LOFTUS, one of the greatest mimics on the stage, has been signed by Warners for the grandmother role in "The Old Maid,” BETTE DAVIS-MIRIAM HOPKINS co-starring picture. Pete Wins Votes PETE SMITH is resting comfortably after addressing 700 members of the California Federation of Women’s Clubs who went on record 20-1 for the elimination of double bills. Highlights of Pete’s address was comparison of too much celluloid at one sitting with too much candy in a youngster’s stomach. "They both make you sick,” said Pete. His discourse was (short) and to the point. Coogan Leg-Man JACKIE COOGAN gets a supporting role in Paramount’s "Million Dollar Legs,” his best part since his childhood starring days. places in Cinemaland. This is WARREN STOKES saying, "So Long, Folks.” Reciprocity • WE HAVE JUST TAKEN TIME OUT to listen to a radio commentator who recently opposed Hollywood producers for taking their stars off the air, attempting to point out that the ether appearances of such stars aided rather than retarded business at the theatre box office. A Hollywood trade paper publisher printing mostly box office grosses and relying on the patronage of the producers for his livelihood stepped into the guest spot with the announcement that the producers were anxious to hear from the radio listeners themselves whether or not the appearance of screen stars on the radio kept them at home listening instead of going to the theatre. We can’t understand why a supposedly experienced trade paper man should become an associate in stirring up a controversy of this nature when common sense should tell him that he, too, in addition to displaying his own ignorance of competitive showmanship, is also competing with himself and aiding a competitive force to the detriment of his own standing in the community. March 29, 19)9