The Exhibitor (Nov 1939-May 1940)

12 THE EXHIBITOR WARREN STOKES HOLLYWOOD NEWSREEL • HOLLYWOOD'S FORMULA PICTURES, which have been worrying the exhibitors, and which we believe are responsible, more than anything else, for the decline in box-office receipts, tell their own story of a gross misconception of the public’s attitude on the part of the moviemakers who still believe they can dress up the old situation because of a new generation of picture-goers is continually coming out of high school ready and willing to patronize carbon copies of earlier releases. Unless this plague of carbonitis is halted, we might soon expect the major and independent studios to merge into one unit under the general heading of Formula Pictures, Inc. His Own Quizz • OUR OWN MOVIE QUIZ, in which we have questioned writers and producers, gives us a cross section of alibis that furnish food for thought by which this industry can perhaps better judge the entertainment appetite of the public and perhaps avoid the now contageous desease of cinematic indigestion. Movieland’s pet excuses fail to hold water when we take into consideration the complete structure of this industry, which, despite its claim to art, eventually emerges as a vast commercial enterprise. Its commercial angles extend into every branch of the business but, differing from the suit, overcoat or spats, which the purchaser discards at will for something new to suit his taste, this industry has begun to believe pictures can be renovated to fit the measurements of the new generation neglecting the desires of the old customer. Getting New Customers • THE CLOAK AND SUIT business, or any other merchandising organization, builds its future by catering to the new customers without losing the old ones. By the same token it is a fallacy for this industry to pacify itself with the excuse that the old merchandise can be made over for today’s audience because it will be new to them. The old adage “They are coming out of high school every day” is a poor alibi. They are not coming out of high school fast enough to fill the theatres through the screening of rehashed product. The old customers must be retained if the theatre box office is to show a profit. They cannot be retained under the carbon copy method. There is nothing to be gained by enlisting new patrons at the expense of losing the old. This industry needs both. The only way to accomplish this is to abolish the present re-hash system and concentrate upon worthwhile entertainment especially created to meet the demands of both old and young. The industry’s biggest problem today is that of bringing the old patrons to the theatres. If it will do this the younger generation will come of its own accord. Then and not till then will the old SRO signs be dusted off. The industry should concentrate upon the idea of getting the old timers back to the theatres. Honor for Westerns • SPEAKING OF OLD-TIMERS, Darryl F. Zanuck is about to do for the old-time two-gun heroes of the westerns what he did for slap-stick and the early screen days in “Hollywood Cavalcade.” The business this picture is now doing offers some proof that the old-time movie fans are still the backbone of this industry. Zanuck plans shortly to place before the cameras another cavalcade story of the evolution of the Western type of pictures from the days of the serials and Broncho Billy Anderson to such epics as “The Big Trail” and “The Covered Wagon.” We sincerely hope, and we believe, that Zanuck will take into consideration the present status of western pictures in which, unlike many of the things discarded by this industry as revealed in “Hollywood Cavalcade,” have remained unchanged because of their typical American appeal and that, in the final analysis, have shown more progress than any other part of this industry. The picture has been temporarily titled “The End of the Trail,” which is a little suggestive of the end of western pictures. We are inclined to believe however that Mr. Zanuck selects that monicker because the picture will mark the end of the trail for many of the industry’s western players portrayed therein who have gone beyond the borders of the range. The end of the trail marks another beginning. There really is no end. And there seems to be no end to the western picture which continues to ride the celluloid trail into more and more theatres of the nation every day. The western has outlived every other form of screen entertainment and contributed more big names to this industry than any other source. It is still the proving ground of tomorrow’s stars. The western picture deserves every ounce of genius Mr. Zanuck can put forth to establish its proper status in this industry. The Patriotic Problem •PATRIOTIC FEATURES AND SHORTS have been getting, according to reports, some excellent patronage throughout the country. We were reminded of this while attending a VFW meeting where Harold B. (Billy) Lull, VFW Commander, Department of California, complained about a serious situation in San Bernardino. Billy, in no small words, condemned the lack of patriotism on the part of the citizenry of this community during a parade in which hundreds of the townspeople failed to recog Advance Shots Philadelphia— Received too late at The Exhibitor’s office here to be included in this week’s Blue Section were reviews of the following pictures. These Advance Shots are given pending the publication of the next issue of the Six-Point Reviews (Blue) Section. Features ANOTHER THIN MAN (Metro)— William Powell, Myrna Loy, Virginia Grey, Otto Kruger, C. Aubrey Smith, Nat Pendleton. 95m. The return of this popular box office pair in another of a profitable series is a signal for happiness at the box office, with the grosses undoubtedly in the best tradition. With the usual quota of murders, laughs, etc., directed by W. S. Van Dyke, II, this should get the dough. FLAMING LEAD (57m.), with Ken Maynard and Eleanor Stewart, and SONGS AND SADDLES (65m.), with Gene Austin and Lynne Berkeley, are being distributed by Monogram. The former is the first of a new series of six. THE HIGGINS FAMILY IN “THE COVERED TRAILER” (Republic) — James, Lucille, Russell Gleason, Harry Davenport, Mary Beth Hughes. 66m. Once again the Gleasons play the celluloid Higgins right up to the hilt, and once again Republic comes through with okay family-nabe fare. What happens when the family goes on a trailer tour adds up to pretty nice nabe entertainment. THE PHANTOM STRIKES (Monogram) — Wilfred Lawson, Sonnie Hale, Louise Henry. 58m. Monogram’s tie-up with England’s Pathe is the happy cause for the importation of this suspenseful and exciting film version of Edgar Wallace’s “The Ringer.” The picture proceeds at a speedy clip, and should not fail in pleasing the whodunit fans. Shorts HOLIDAY GREETING SHORTS (National Screen Service — Trailers). DeLuxe, lV2m.; junior, about %m. Excellent. QUAINT SAINT AUGUSTINE (MetroFitzPatrick Traveltalk). 10m. Excellent. RAIDERS OVER ENGLAND (Monogram). 18m. Fair. SKI BIRDS (Metro — Pete Smith Specialty) . 8m. Excellent. nize the U. S. flag in the customary manner of doffing the hat and placing it over the heart. He described very vividly the lack of enthusiasm for blocks until one lone Mexican took off his hat shaming the rest of the people in the line of march into doing likewise. This is a sad situation and looks like virgin territory for Warner Brothers who should lose no time booking some of their fine patriotic subjects in this territory. It might also be well for Columbia to send Mr. Smith to San Bernardino as soon as possible. November 15, 1939