The Exhibitor (Nov 1941-May 1942)

16 New Wagner Idea Hailed by Trade Adaptable to Any Situation Chicago — Exhibitors last fortnight hailed the new use of Wagner plastic Sign Let¬ ters to other than the marquee. Adaptable to any given situation, these boards are to be sold including fonts of four-inch and 10-inch letters in all colors and at a cost that is low enough to pay for itself in less than six months out of the normal rental fees for relatively minor lobby displays. With the use of these boards, all colors can be produced mechanically and inter¬ changeably, with the illumination being handled economically by a light source that can also illuminate the lobby itself. Mechanically speaking, they consist of a strip of lamps on close centers which illuminates both the glass frame, and indi¬ rectly illuminates the translucent plastic letters above and below it. The frame contains opal glass, and has open sides so that light escapes above and below for indirect lighting effects. Delivered in fourfoot units, as many units as desired can be assembled together with only a threeeighths inch obstruction between sections. The slotted principle of Wagner letters is used for mounting in front of the glass frame, while the new Wagner standee principle is used to affix the same slotted letters either above or below it. All of these four-inch and 10-inch letters can be interchanged for use on the changeable letter signs on the theatre front. An equally interesting feature and one whose possibilities will probably be re¬ searched by theatre architects in future remodeling and construction work is the use of illuminated transparencies of star heads counter sunk in shadow boxes in both lobby and standee area walls. Useful in illuminating, decorating, and effective advertising, their dramatic appeal can be combined in many ways with the new Wagner lobby boards in accordance with the ideas of the particular showmen or the limitations of his wall areas. Para. Short Honored New York — The first award ever given a motion picture by the Puppeteers of America in its six year history goes to “Rhythm in the Ranks,” Technicolor short subject in Paramount’s “Madcap Models” series, it was said last week. An international organization made up of professionals, teachers, and hobbyists, the Puppeteers of America presented a citation to Adolf Zukor for Paramount. The presentation was made by Miss Catherine Reighard, director of the Pup¬ petry Workshop of New York University. “Rhythm in the Ranks” is the fifth “Madcap Models” Puppetoon released by Paramount. More Time For 20th-Fox New Haven — 20th Century-Fox was last week granted more time in which to answer the $5,452,575 anti-trust suit filed by the Pickwick, Greenwich, against the eight majors. THE EXHIBITOR The Score Board (Editor’s Note: Highlight opinions of recent pictures screened under the consent decree follow. Full reviews appear in The Pink Section.) METRO “Mr. and Mrs. North” — For the lower half. “The Bugle Sounds” — Army back¬ ground, story has angles for the action and Beery-Main fans. 20th CENTURY-FOX “Blue, White and Perfect” — Good nieller for the duallers. “Remember the Day” — High rating, with strong women’s angles. WARNERS "The Man Who Came to Dinner” — Amusing comedy has names and repu¬ tation of play to sell. Will fare best with sophisticated audiences. “Dangerously They Live” — Okay action program, with topical angles to help selling. “Kings Row" — Meritorious produc¬ tion, but will need heavy selling. S.O.S. Renews Deal New York — Both the International As¬ sociation of Machinists and the American Federation of Office Employees, A. F. of L., have renewed their contracts with S.O.S. Cinema Supply Corporation, it was said last week. Warner Publicist Scores New York — “Forty Whacks,” mystery novel by Geoffrey Homes, was last week acquired by Warners as a probable vehicle for Humphrey Bogart and Mary Astor. Homes is the non de plume of Dan Mainwaring, Warners’ New York publicity department. Terry Turner On Trip New York — Terry Turner, head of RKO Radio’s field staff, left last week end for Boston and other cities to set up cam¬ paigns for the “Ball of Fire” openings. RKO Readies Five NEW YORK — RKO’s sales manager, A. Wr. Smith, Jr., announced last week that his company’s fourth group of five under the consent decree selling is scheduled for trade screenings in the 32 exchange cities on Jan. 5, Jan. 6, and Jan. 7. The pictures in this group are “Call Out the Marines,” co-starring Victor McLaglen and Edmund Lowe; “Mex¬ ican Spitfire at Sea,” with Lupe Velez and Leon Errol; “Valley of the Sun,” with Lucille Ball, James Craig, Sir Cedric Hardwicke, and Dean Jagger; “Sing Your Worries Away,” featur¬ ing Bert Lahr, June Havoc, Patsy Kelly, and Buddy Ebsen; and “Joan of Paris,” featuring Michael Morgan and Laird Cregar. Hollywood Set With Camouflage Art Departments Will Co-operate Hollywood — Hollywood studio art di¬ rectors and their aides last week perfect¬ ed organization of a “Motion Picture Camouflage Unit” in co-operation with the United States Army, following a meeting at which Lionel Banks, head of Columbia Pictures’ art department and originator of the proposal, was named chairman by army representatives and film producers. Art departments of every studio were represented at the meeting and assured prompt, wholehearted support of the plan to give the army immediate, expert as¬ sistance in conducting vital camouflage work in the Pacific Coast Defense Area. Paramount Bonus Given New York — A Christmas bonus was distributed last week to all Paramount home office employees whose salary does not exceed $75 weekly, employees receiv¬ ing a week’s salary up to a maximum of $50, in addition to their regular weekly salary check. A cost-of-living bonus was distributed to all home office employees with salaries up to and including $100 weekly, this bonus being four percent of present sal¬ aries retroactive to July 7 last. A Christmas bonus was paid also to employees in the Paramount exchanges. Claire Trevor Helps New York — The exploitation depart¬ ment of Columbia last week tied up with the American Women’s Voluntary Service, when it arranged to have Claire Trevor, who recently completed Jack London’s “Martin Eden,” enlist as a member of that civilian defense organization. Eddie Golden Moves New York — Eddie Golden’s University Film Productions, Inc., last week moved from 1600 Broadway to 1270 Sixth Ave¬ nue, the RKO Building, Radio City. “Bugle" Premiere Set New York — Metro’s “The Bugle Sounds,” will have its world premiere on Jan. 14 at Loews, Louisville, Ky., it was learned last week. Weekly Newsreel Information Is a Regular Feature of This Publication. Dunn In Shanghai New York — Harold Dunn, Far Eastern supervisor for Warners, last week advised the home office that he is in Shanghai. Exhibitors Are Shouting Their Praises of The Exhibitor Kit To The Housetops. It’s Sensational. Sam Wood Arrives New York — Sam Wood arrived at Grand Central Station on Dec. 22. December 24, 1941