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EXHIBITORS HERALD-WORLD
October 11, 1930
BROADWAY
IT'S last call for reservations for that Presidents' Beefsteak Dinner which will be held at the Motion Picture Club Thursday evening, October 16. Max says if you attend you will have steak that will make your mouth water and if you don't you will have regrets. Max knows, and should, for year 'round he tickles the palates of club members with the most delectable food in New York. It is planned to make this the outstanding get-together at the club.
There has been a temporary decrease in the use of color in motion pictures. Anv number of several reasons might have caused this situation but only two seem logical.
In the opinion of many, color too frequently has been used in inferior screen product and therefore it has been impossible to get the true public reaction to it. Effort has been made by producers, according to some observers, to bolster up poor stories with color, and while this has increased production value it has not been sufficient to make these pictures box office during a period of economic depression. Bankers also, it is said, have influenced the situation through pressure brought to bear on production expenditures. Although producers are desirous of using color they have temporarily heeded the warning of financial interests. Wide use of color, it is thought, will be resumed soon.
Mike Simmons, president of Associated Motion Picture Advertisers and advertising director of Sono Art-World Wide, has pulled another fast one to exploit one of his company's current attractions. This time it is "Reno," starring Ruth Roland.
New York's Alimony Club impressed Mike as a natural, so this week RCA Photophone carted its portable sound reproduction equipment to this haven for those who, despite the court's ruling, believe that ex-wives should make their own livelihood, and gave them an exhibition of this picture authored by Cornelius Vanderbilt, Jr. A group of more than 80, including members of the Alimony Club and the daily and trade press, attended and now, says Mike, "we'll renovate — a mop up at box offices."
Social events: Pathe's and Columbia's dances at the Hotel Astor. And words won't express the wonderful time had by all.
Aaron Sapiro. And where have we heard that name? Oh, yes, the man who once sued Henry Ford for libel and is now planning to organize operators of 10,000 independent taxicabs in New York. Had ambition^ plans at one time or another to organize independent exhibitors of the countrv. Remember? —JAY M. SHRECK.
When the Oklahoma territory was thrown open to settlers. That race for land by hardy sons of the soil is [unsurpassed in the annals of the United States by anything that has happened before or since. A pictorial version of the famous Edna Ferber novel, "Cimarron," dealing with that trying period of westward expansion, is being made by Radio Pictures, and it promises to be a distinct contribution for a better understanding of the hardships attendant upon this great (movement. Shown below are Richard EHx, the star of the picture, in a Roosevelt Rough Rider costume, and the main street of a typical Oklahoma "boom" town.