The Exhibitor (Nov 1939-May 1940)

20 THE EXHIBITOR Advance Shots On COMING REVIEWS DR. KILDARE’S STRANGE CASE (Metro) — Lew Ayres, Lionel Barrymore, Laraine Day. 77m. Another yarn about the young Dr. Kildare, although not quite as fresh and interesting as the previous films in the series, this nevertheless provides absorbing entertainment, especially for those who like stories of the medical profession. Ayres and Barrymore dominate every scene, so that one really does not notice the supporting cast which does a good job throughout. Catpitalize on previous Kildare successes in selling this one. ENEMY AGENT (Universal) — Richard Cromwell, Helen Vinson, Robert Armstrong. 61m. Routine spy meller, with a slight surprise ending, this will fit into the lower half of the duals without any trouble. It lacks any special feature strength but keeps moving, which is an asset. The cast is filled with familiar faces, most of whom do their work in a routine manner. The topical angles may help. HIDDEN MENACE (Alliance) — Otto Kruger, Gertrude Michael, John Clements. based on "Dark Eyes of London" by with Hugh Williams • Greta Gynt Edmon Ryan • Wilfred Walter A John Argyle Production Directed by falter Summers A MONOGRAM PICTURE STARRING] rw 1 'Ay. ■ *1 * J I U | T T ■ • j till 1 M 1 1 ■ I j IkijuTuT! HjTj i * i j ’I M 1 1 I II * ^ < % j i j 1 1 W \ 56m. For filler on nabe duals, the exhibitor won’t go wrong in marking this English-made film into the bottom spot. Although it’s the usual triangle yarn, there are certain elements of suspense which lift it above the cut-and-dried variety. The film pleased a matinee mob in a metropolitan grind house and there were no complaints as to the thickness of the English accent. THE UNASHAMED (Cine-Grand) — Rae Kidd, Robert Stanley, Lucille Shearer. 66m. This nudist film will draw according to the lure of sex films in the locality. Strictly for the adult trade, it shows activity in a nudist camp, with a boy meets girl angle worked in. There is a song, “Back to Nature,” as well as a little comedy. The dialogue is limited, with most of the film being done in pantomime. Shorts ARISTOCRATS OF FASHION (A1 O. Bondy). 10m. Excellent. IT MUST BE LOVE (20th CenturyFox — Terrytoon). 7m. Fair. SWING WITH BING (Dis:ributor not set) . 13m. Excellent. TUGBOAT MICKEY (RKO— Walt Disney) . 7m. Good. Warren Stokes (Continued from page 18) Picture Business • THE MAIN OBJECT is to confine your quiz to things dealing with the picture business. Conduc ed in the proper manner, your program will have the same appeal as any conducted on the national radio networks, bringing the patrons to your theatre instead of allowing them to sit at home and listen to a radio quiz. It is well to remember that the radio people have invaded the theatres to hold the interest of your patrons. By the same token, you can follow that plan and hold the interest of your patrons without sacrificing them to the drawing power of the ether lanes. Works Both Ways • COMING TO THE THEATRE for a radio quiz program, they are intrigued with the idea of seeing a picture and perhaps walking away with a little extra cash for the price of one admission ticket. It works both ways. You can get them into the theatre and you can bring them back, week after week, on that off night, without contributing to the progress of your radio competitors, if you will only realize that is within your power to do so. The radio cash giveaway is the greatest drawing power radio has ever experienced. The big difference is the legality of the procedure, safe from interference because it is free and absolute from any element of chance. It is a game, yes! but it is a game of skill. Don’t cry about this compe'ition, get into the game. There is nothing to stop you from conducting your own quiz program. I have tried to explain in simple language how you can take advantage of this current trend. If there are any questions, any further advice or ideas you think I might be able to advance on the subject, for the promotion of your business, let me hear from you. My duty is to serve you to the best of my ability. It will be a pleasure to co-operate. April 10, 1940