Exhibitors Herald World (Jul-Sep 1930)

July 26, 1930 EXHIBITORS HERALD -WORLD 43 Paul JFhiteman got a reception fit for a king when his picture, "King of Jazz" came to the Fox Lincoln theatre in Springfield, III. Whiteman ivasn't there in the flesh to enjoy the reception, of course not, but it's too bad he couldn't come and see what this house did to promote his picture. J. B. Giachetto, manager of the Fox Springfield Theatres, a link in the Fox West Coast Service Corporation's chain, was in charge of the promotional campaign. Films Not a 'Danger' To Other Arts^ Says De Mille to Critics (Sfecial to the Herald-World) NEW YORK CITY, July 22.— "If anyone doubts that the motion picture as an art is surging irresistibly forward, that person need only scan the history of all who have attempted to prophesy regarding it." This is the statement of Cecil B. De Mille, M G M producer-director, who has just completed "Madam Satan," his second sound film. "For seventeen years I have tried to be a prophet on 'where films are going' with absolutely no success," says DeMille. "Less than a year ago I made a statement that despite the talkers the silent picture would always live. And today you are hard put to find a non-talking film. "In 1913 I was moderately enthusiastic about the motion picture, for I started in the industry as a light amusement. I had no idea of a time when more than $20,000 would be needed to make a picture. And every producer in the business has been confounded by his own prophecies. "As long as this contmues to happen, as long as the films continue in genuine progress to outstep the tallest imaginations of its own sponsors, certainly we can take with a grain of salt the words of those calamity howlers who do not like pictures, and who claim to see in them a 'danger' to other arts." 99 Mail Presentation No Good, So Stage Is Picked; More Patronage Results WTien the prize winners in the nationwide picture puzzle contest of the Bond Electric Corporation were announced it was found that the winner of one of the $500 prizes was a resident of San Francisco. The presentation of the check by mail would result in no added publicity, so the makers of dry batteries and flashlights arranged with the management of the Paramount theatre to have the award made from the theatre stage. In the absence of Mayor James Rolph, Jr., the award was presented by Supervisor Dr. J. M. Toner, the affair attracting considerable added patronage to the theatre. The donor of the prize advertised the special presentation quite extensively. Lincoln ^s Display for "King of Jazz Rivals Attraction of Picture Itself The Fox Lincoln theatre at Springfield, 111., used a display front for its showing of "King of Jazz" that rivalled the attraction of the screen production itself. J. B. Giachetto, manager of the Springfield houses in the Fox West Coast Service Corporation circuit, had charge of the promotion, which included everything from drawings of the jazz master down to a pair of kiddies who sang the theme song of the picture. Art Layout Attractive The art layout used in front of the house could not fail to attract attention. The fat roundness in the caricature that artists make of Paul Whiteman has become a symbol of what is good in popular music, and the Lincoln management utilized this with excellent effect. Likenesses of Whiteman were tossed into the array at random, with a cutout of John Boles thrown in for good measure. So much for description of the front. The rest is all evident from the pictures. But Giachetto used more than the art work to make this show a success. An air Byrd Film Held Test Of Theatre Patronage (Special to the Herald-World) BERKELEY, CAL., July 22.— "Well, we'll see if Berkeleyans are sufficiently interested in a truly worth while movie to go to see it," the Berkeley Daily Gazette said editorially when it was announced that the him "With Byrd at the South Pole" was coming here. "As this picture is not sensational, is devoid of plot and contains no 'love' scenes" continues the editorial, "it has not proven altogether popular with the masses or profitable for the theatres where it has been exhibited. This seems strange, too, in the country from which Byrd sailed on his unusual mission to the foot of the world. As a pictorial record of one of the most remarkable modern voyages of discovery, this picture is without parallel in present-day life." plane was hired to distribute announcements of the picture. , The two cute kiddies shown in the photographs are Betty Esslinger, 9 years old, and Thomas Fernandes, 10 years old. They were dressed in costume and sent on a parade through the department stores with announcements of the film. The day before the picture opened Giachetto took them out to the factory district of the city to do the same stunt again, and somehow these youngsters put it over in a way that no grown up could, he declares. Organist Plays Out Front Harry Wagner, organist at the Lincoln, played the piano in front of the theatre before the picture began each day that it showed. The kiddies were used on the stage in connection with the prolog of the film, while Wagner was at the organ. Before the feature the youngsters sang "In Old Monterey," the theme song of the picture. And each time they sang the house stormed with applause. "The art work, special music and featuring of the two kiddies with their singing made this picture a great box office attraction for me," says Giachetto. Orpheum at New Orleans Gives Patrons $2 Checks To Start Savings Account A two-dollar check to each patron of the theatre ! That's the novel plan of Manager Vic Meyer of the New Orleans Orpheum theatre and President James J. A. Fortier of the Continental Bank and Trust company in a novel thrift tieup. The check when deposited at the bank entitles the bearer to open a savings account. The only stipulation is that the check remain in the bank at least one week and that a dollar a week be deposited during the year. Figured to its ultimate value it means that the patron receives 9 per cent on the money deposited. A miniature bank cage has been set up in the Orpheum lobby and the checks are distributed as patrons enter. MkiM: