The Exhibitor (Nov 1939-May 1940)

Warren Stokes’ HOLLYWOOD NEWSREEL Tale of a Dog • OUR RECENT COMMENT ON B’s (B pictures), in which we pointed out that the letter “B” referred more to the low production cost than the entertainment value of the finished product, garnered considerable comment of a favorable nature which prompted us to look for some of the interesting facts, which definitely establish certain qualities in the lower budget production leading to a discovery of the public trend in celluloid entertainment. Lobby comment (from the paying patrons) which most of the producers overlook, proves a worthwhile barometer for gauging, even in the lower bracket productions, future possibilities of screen personalities, and the discovery of prospective stars thus introduced to the cinema going public. Canine Candidate • PARAMOUNT’S “EMERGENCY SQUAD” is a striking example of this theory, based on audience reaction and lobby comment, following the screening of the picture at a downtown metropolitan theatre. In this instance, it was not the male or female personality sharing top billing, that received the plaudits of the after theatre crowd, but a clever canine performer whose name I am at present unable to recall. This dog was the main topic of conversation in the lobby, at the corner drug store, where youngsters were sipping ice cream sodas while their elders indulged in heavier midnight snacks, and in several instances, we caught remarks about the late Rin Tin Tin, with young and old generally agreed that another series of dog pictures would be most opportune. Here was an expression of public opinion, perhaps completely overlooked by the studio executives. Popular Puppies • SECURING CHILD PATRONAGE, because it constitutes the adult ticket buyers of the future, building a nation of picture goers, has long been acknowledged one of the industry’s major problems — a minor problem of major importance. Walt Disney’s “Snow White and the Seven Dwarfs,” which was conceded by the so-called intelligentia to be primarily a fairy tale for juvenile consumption, sold a surprisingly large number of adult tickets. It accomplished its purpose of stimulating child patronage, making it necessary, in most cases, through the children’s desire to see it, for the parents to go along. In the final analysis it was family entertainment that sold tickets to every member of the family. Today, proving the human appeal of animals on celluloid, they are still talking about the scenes depicting animal life in this particular epic. The same can be said of the successful “Three Little Pigs.” We cannot overlook the magnetism of the animal kingdom, whenever it is introduced on the screen, even in minor sequence. Next time you play a “Thin Man,” or a “Blond THE EXHIBITOR ie,” note the reaction of the audience to these popular puppies. Dog-Loving Millions • IT WAS A DOGGONE CINCH for the canine in “Emergency Squad” to steal the picture. It would have been more so if some of the scenes we saw in the making had not been left on the cutting room floor. Of course, it was not intended to be a picture starring this clever animal. Nevertheless, it indicates the possibilities of such a series, from a box office viewpoint, based on the ability of the animal and its current public reception, plus the fact that millions of dog-lovers, young and old, constitute a ready made audience for a follow up on the once highly successful exploits of the late Rin Tin Tin. Maybe Screen Test ® UNLIMITED EXPLOITATION through tailwaggers associations, dog food manufacturers, etc., can be tied in with such a 13 series, which, to say the least, would prove a welcome relief from the current formula. “Emergency Squad” might have been a test for our canine friend on the part of Paramount to ascertain the future possibilities of a star canine series. This enterprising outfit might even be contemplating a re-issue of the Rin Tin Tin pictures, or a series of dog films, tailor made for this canine star. That remains to be seen. Wise exhibitors will, in any event, sell the dog in this picture, and, if Paramount is wide awake, it will lend an ear to audience comment, consider the possibilities from every angle, and beat its competitors to the gun, with some canine celluloids featuring this remarkable animal, winning our heartiest endorsement against all comers for such a venture in the celluloid market. The latest star to twinkle in the Hollywood sky is this remarkable dog, a worthy successor to the once famous Rin Tin Tin and a box office bet from wire to wire. Thus ends the tale cl a dog which is just the beginning. Where does he (or she) go from here? Brief Glances At PRODUCTION HAPPENINGS West Coast News Items Hollywood — So that its readers may keep abreast of the times, be in the know on the major developments and interesting sidelights, The Exhibitor offers the following items from the various lots. Columbia Cecelia Callejo will be Jack Holt’s leading lady in “Passport to Alcatraz.” . . . Option on John Brahm, director, has been renewed for another year. . . . C. Henry Gordon goes into “Passport to Alcatraz.” . . . Gail Patrick, Edmund Gwenn, and Reginald Gardner have been signed for parts in “The Doctor Takes a Wife.” Lesser With the signing of William Holden for the role of the youth, and Martha Scott for the femme lead in “Our Town,” Sol Lesser’s initial United Artists production is now before the cameras, under the direction of Sam Wood. Metro-Golchvyn-Mayer Laurence Olivier will star with Greer Garson in “Pride and Prejudice,” bringing them together for the first time since they appeared on the London stage. . . . “Mortal Storm,” drama of Nazi Germany, with Margaret Sullavan, Jimmy Stewart, Frank Morgan, and Robert Young, is in the making under direction of Frank Borzage. Norma Shearer will star in “Forever,” story of two lovers in the spirit world. Joan Crawford will be co-starred with Fredric March in “Susan and God,” with Hunt Stromberg producing and George Cukor directing. . . . “Two Girls on Broadway” has gone before the cameras. Madame Maria Ouspenskaya will be featured in “Waterloo Bridge.” . . . Robert Taylor and Vivien Leigh will be costarred. An untitled Dr. Kildare show has been started with Lionel Barrymore and Lew Ayres. . . . Virginia Fields has been added to the cast of “Waterloo Bridge.” . . . Jack McGowan has signed a new writing contract. . . . Rita Johnson will have the most important feminine role in “Edison the Man.” The stars of “Babes In Arms” will be reunited in “Babes on Broadway.” . . . Frank Morgan has started in an untitled piece. . . . Rights to “The World We Make” have been purchased, as well as to Millen Brand’s “The Outward Room,” on which the Sidney Kingsley play is based. . . . Joan Blondell has been signed for “Two Girls on Broadway.” . . . Gene Reynolds and Henry Travers have been added to “Edison the Man.” . . . Judith Anderson goes into “Forty Little Mothers.” . . . The first symphony composed for a motion picture will shortly be aired and published. It is Frank Waxman’s “Florian Symphony.” Paramount El Brendel has been signed by producer Harry Sherman for a top supporting role in the 1940 series of Hopalong Cassidy features. Brendel will provide comedy support for Bill (Cassidy) Boyd. Russell Hayden, who carries the male romantic interest in the series has also been re-signed by Sherman. . . First directorial effort for Joseph Santley under his contract at this studio will be “Dance Little Lady,” a story acquired from Columbia. Neil Hamilton checked in for a part in “The Woman from Hell.” . . . John Cromwell has been signed to direct the screen version of Augusta Tucker’s “Miss Susie Slagle.” . . . Lloyd Nolan has joined the “North West Mounted Police” cast. . . . Frank Loesser, tunesmith, will work on the forthcoming “Dance, Little Lady.” Pascal First picture under Gabriel Pascal’s three-year releasing contract with United Artists will be George Bernard Shaw’s "Major Barbara.” . . . Second picture from the producer of “Pygmalion” will be “The Doctor’s Dilemma,” or “The Devil’s Disciple,” or “Caesar and Cleopatra” — all Shaw works. RKO-Radio Lucille Ball has been called back from a New York vacation to play the feminine lead in “The Romantic Mr. Hinklin,” January 31, 1940 QUAD.