The Exhibitor (Nov 1939-May 1940)

Warren Stokes’ HOLLYWOOD NEWSREEL • WE QUOTE JAY EMANUEL in the April 17 issue of The Exhibitor: “This has been called an odd business and we can think of nothing more peculiar than the situation regarding previews and early previewing of features ... at least two companies have requested that no previews of their pictures be printed until the official coast screenings of the shows. A reason one of them gave is that the coast papers have promised to stop carrying reviews on sneak previews of uncompleted pictures. At least one company will not let the tradepapers see its pictures but it does offer early co-operation to the National Legion of Decency and the National Board of Review. They see shows weeks ahead of the trade press, in many cases. And screenings for music, radio and other groups always come ahead of the trade press viewings, too.” To make a long story short, this business is not just “odd,” in most instances it is just plain screwy in its methods of favoring and fostering certain publicity outlets, and previews of its product, and allowing any printed media prior publication, instead of keeping the entire press happy with an even break. The Sneaks Continue • TO BEGIN WITH, the coast papers have not ceased to carry reviews on sneak previews. Nor will they do so until they have been shown that others are not enjoying that privilege. The newspaper reviewers and those of the trade press, both east and west, are often beaten to the punch, through advance private showings, in other media, prior to the so-called official screenings. When a monthly publication catches the screening of a new picture, three weeks before it has even been screened for the daily and weekly publications, to which it will not be shown for at least another week following the date on which this edition of your Hollywood Newsreel is being written, there is little hope of any change in the present previewing situation. Newspaper and tradepaper reviewers have another headache, trying to cope with the preview situation, and keep faith with the producers who are continually promising to give everyone an even break, with the producers defeating their own purpose, blinded by what they might consider a literary scoop in the way of publicity for public consumption. • THE JUNE ISSUE OF REDBOOK, which reached the newsstands and its subscribers April 22, designates “Redbook’s Patronize Oar Advertisers / TELL THEM “I SAW IT IN THE EXHIBITOR” THE EXHIBITOR Picture of the Month,” as selected by Douglas W. Churchill, as Sol Lesser’s first production for United Artists, namely, “Our Town.” With this picture so honored, several weeks before “the official coast screening” and a month before its release date, which is scheduled for May 24, it is quite obvious that Churchill was privileged to obtain a special screening that far in advance. As a consequence, the previewing fraternity is once more agitated over the preview scoop situation, impressed with the belief that there is no justification on the part of the industry contributing, or confining its advance showings to any one individual for any particular purpose. One Instance • THIS IS ONE INSTANCE where a sneak preview was allowed to pass and the lads and lassies of the press are kicking their shins. We can be reasonably sure that from now on the sneak preview will have a much harder time sneaking past the watchful eyes of the press representatives in Hollywood. Obviously, Redbook’s selection of “Our Town” as its Picture of the Month (with the lads and lassies of the press still trying to figure out which month) is after all one man’s opinion. From the following statement made by Churchill, and we quote, “It is dangerous to write of a fine picture immediately after leaving the projection room, for under such emotional stress the adjectives that come to mind are extravagant and may appear to possess the insincerity of Hollywood publicity” — it is obvious that he saw the picture screened in a projection room without benefit of audience reaction. We can take it for granted that its selection as “The Picture of the Month,” since it has not yet been screened for the press or the public, is not based upon its comparative value with competitive product that will also be released and previewed during the same period. It is, in the final analysis, simply a prediction. Under the circumstances, this should be quite obvious to Redbook readers, who, after all, since Churchill has dealt with the story from beginning to end, in such a fluent manner, might even consider it as Hollywood publicity. The Acid Test • SOL LESSER’S “OUR TOWN” might stand the acid test of public opinion and really emerge as the best picture of the month currently showing with competitive product. Not having yet seen the picture ourselves, we cannot express even a personal opinion. We do believe, however, that Churchill has divulged so much of the story and plot that he has taken the edge off the interest it might have held for moviegoers otherwise. This might be considered good publicity but, according to the tried and tested rules of good showmanship, it is better to leave the customers wanting more than to give them an overdose. In any event, the fact still remains, that the Hollywood producers jumping the gun on previews to secure publicity from one quarter, are still making the mistake of blocking the larger avenues to success, through failure to cooperate with the press in general and fulfill their oft repeated promise of an even break. 17 Brief Glances At PRODUCTION HAPPENINGS Columbia New story purchase here following the trend of screenfare based on headlines, is made by BL P. Schulberg, who has acquired the original story, “Blitzkrieg,” authored by B. P. Fineman. . . . Lola Lane is set for the feminine lead in “Girls of the Road.” . . . Danny Mummert, who plays Alvin in the “Blondie” series, has been signed to a term contract. Metro-Goldivyn-Mayer Seymour Nebenzahl’s first American film production got under way here with start of “To Own the World,” Dalton Trumbo screen story which features Lana Turner and John Shelton. Direction is in the hands of Harold S. Bucquet. . . . “Maternity Clinic Racket,” two-reel Crime Does Not Pay thriller, is now in the making with Joe Newman directing. This is an expose of quack maternity doctors. Marsha Hunt, C. Henry Gordon, Jane Drummond and Mary Bovard will be seen in featured parts. . . . Edmund Lowe signed for the featured role of Duke Sheldon, ace confidence man is the new William Powell-Myrna Loy production, “I Love You Again.” Paramount Joel McCrea is set by this studio for the male lead opposite Claudette Colbert in “Arise My Love,” now being scripted by Charles Bracket and Billy Wilder for Producer Arthur Hornblow. . . . “Road to Rio,” an original story by Don Hartman and Sy Bartlett, has been purchased here as a starring vehicle for Bing Crosby and Bob Hope. . . . “Dancing On a Dime,” musical comedy laid against background of the old Garrick, New York City, is now before the cameras under direction of Joseph Santley. Cast includes Robert Paige, Grace MacDonald, Virginia Dale, Carol Adams, Eddie Quillan, Frank Jenks and William Frawley. RKO-Radio Robert Stevenson, English director who recently completed “Tom Brown’s Schooldays,” will remain at this lot to direct the forthcoming Robert Sisk production, “Sanda Mala,” from a screenplay by Gene Fowler. . . . Cliff Reid will produce “Once Around the Clock,” story of the adventures of a man about to quit his job in an auto court because of lack of excitement. . . . “Cross Country Romance” is now before the cameras with Gene Raymond and Wendy Barrie in the top spots, under direction of Frank Woodruff. 20th Century-Fox Jeffrey Household’s novel “Man Hunt,” a best seller in England under the title of “Rogue Male,” has been purchased by this company. ... A new term writing contract goes to Darryl Ware. . . . “Man With a Shovel,” Dalton Trumbo original, will be given early Fall production by Walter Morosco and Ralph Dietrich, coassociate producers at this plant. . . . First role for Arleen Whelan under her new (Continued on page 19) May 8, 1940