The Exhibitor (Nov 1938-May 1939)

16 • HELLO, FOLKS! This is WARREN STOKES speaking to you from Hollywood over the JEP network. We added another book to our library this week which marks a new departure for Hollywood producers. It has long been the custom to send out novel versions of forthcoming pictures, either as a goodwill gesture or a plain publicity stunt. EDWARD SMALL combines both with a soliciation of opinion regarding the filming of HOWARD SPRING’S best seller "My Son, My Son!" Value of Preparation • PREPARATION OF A STORY for the screen has always been regarded as one of the most important factors in determining its ultimate value as finished cinema product. This is the first time in the history of picture making, however, that any producer has solicited a prior opinion of the several hundred critics and correspondents in Hollywood who have, or should have, at this late day, developed a screen sense and a knowledge of entertainment values. To be sure some still have a biased viewpoint believing their individual taste the best criterion. There are many yet capable of viewing the cinema product from a standpoint of audience psychology and its box office possibilities. From these, Mr. Small should secure his most valued comment. ® MR. SMALL SAYS: "I would be grateful for any thoughts or opinions you may have concerning the filmization of the novel — whether you see the story through the eyes of the father or the son, and to whom the sympathy of motion picture audiences would naturally flow; whether the audiences will accent the character of Oliver as he has been created by Mr. Spring; whether you think the bite of the Irish interlude is essential to a natural conclusion of the story; your ideas on the matter of casting; and, finally, I would like to know generally what you think about filming 'My Son, My Son!” A Novel Analysis • BEST SELLER NOVELS have not always made the best office pictures. Primarily the reason has been an over estimated valued placed on the wide circulation of such successful novels. In most cases, the book sale has increased after the celluloid version has reached the general public. Mr. Small realizes that he is catering to a much larger audience through the medium of the screen. He is fully aware of the fact that while millions might be familiar with the novel that millions mors, whose limited income does not permit the purchase of best sellers, but allows them to purchase a ticket to the movies, constitute the real barometer by which the financial success of the picture can be judged. Word of mouth advertising from movie patrons is worth twice that coming from the book readers. He is to be congratulated on his showmanship and foresight in soliciting opinion based upon mass reaction. Ask the Exhibitor • EXHIBITOR OPINION would prove by far tht most valuable in such cases and we are of the opinion that Mr. Small, perhaps unwittingly, has chartered a new course which producers would do well to follow. In the very near future, we would not be surprised to see, in the cases of novels pre senting such problems, a circulation of synopses to the nation’s exhibitors who are best fitted to supply regional audience reactions for the expert computing of the general box office reaction on a national basis. This would constitute real preparation through a bonifide source of public likes and dislikes in the world of cinema entertainment. A Bow for Sol C. Siegel ® SOL C. SIEGEL wins a close-up in this week’s edition of our Hollywood Newsreel for his production chore on Republic’s biggest offering, "Man of Conquest.” Siegel’s latest production proves that this independent company is capable of delivering, with adequate budget and production intelligence, motion picture fare on a par with the long established major organizations. When HERBERT YATES announced the expansion of Repubhc, the elimination of lower budget product and the "Man of Conquest” un Sol C. Siegel dertaking, Hollywood raised quizzical eyebrows. Today, after seeing results on the screen, it is openly admitted by the bigwigs that real competition is expected from the Republic fold. Sol Seigel gave the bigger movie plants their first surprise with his company’s release of "Army Girl,” one of his first pictures to definitely raise the standard of independent product. He has followed through with "Man of Conquest,” delivering a piece of celluloid entertainment worthy of any major label, a picture that should find its way deep into the hearts of all Americans and undoubtedly garner new box office records under the Republic trade mark. Take a big bow, Mr. Siegel! — and keep up the good work. And that brings us to the end of another edition of your Hollywood Newsreel. This is WARREN STOKES saying, "So Long, Folks!” Americans Famed in Film Columbia’s picturization of Elizabeth Page’s "The Tree of Life” will depict more than three score famous Americans. Hitchcock Arrives Joining the Hollywood motion picture colony for the first time, ALFRED HITCHCOCK, England’s most noted director has arrived here, reporting to Selznick International. His first film assignment is "Rebecca,” best-seller novel by DAPHNE du MAURIER. Ellen Drew Vamp ELLEN DREW, Paramount’s Cinderella Girl, runs true to form and continues her meteoric rise to film fame by winning the leading feminine role in this company’s English production of "French Without Tears.” Ellen will be seen as a seductive young flirt who disrupts the morale of a school for young diplomats with the whole student body falling in love with her. RKO Sets Tracy LEE TRACY returns to RKO-Radio late this month to play the title role in “The Spellbinder.” This is a screen drama woven around the life of an unscrupulous lawyer whose lack of ethics bring bitter heartache when his daughter falls in love with a criminal he has successfully defended. Surprise Birthday Party The New York world premiere date of "Confessions of a Nazi Spy,” has been changed to April 20, which, incidentally is ADOLPH HITLER’S birthday. LYA LYS, Continental actress appearing opposite EDWARD G. ROBINSON, will make personal appearances with eastern showings of the picture. Novel Business ELIZABETH PAGE’S “The Tree of Liberty” appears to be continuing its best-selling pace. FRANK LLOYD will direct and produce the cinema version under the Columbia banner. Another historical novel to be filmed by Columbia is "Arizona,” with JEAN ARTHUR set to play the leading role. Picture making is getting to be more of a novel enterprise every day. More History The life story of EDITH CAVELL, heroic English nurse who met death before a German firing squad during the World War, will be filmed early this summer by HERBERT WILCOX at the RKO-Radio studios in Hollywood. Role of Miss Cavell will be played by ANNA NEAGLE. This will mark the first appearance of the British screen star in an American film. Paramount Signs Dekker Continuing to inject new blood into the movies, Paramount has signed ALBERT DEKKER, currently before the cameras in "Beau Geste,” to a long term contract. Dekker’s first assignment under his term pact will be the title role of "Dr. Cyclops,” the picture this studio is guarding with much secrecy. Stooges in "Sappy” Appropriate titled is the next comedy of the Three Stooges at Columbia, "Three Sappy People.” Comedy went into production last week. Abril 19, 19)9