Exhibitors Herald World (Oct-Dec 1930)

34 EXHIBITORS HERAjLD-WiORLD November 1, 1930 Technicolor Profitable, Say Theatre Managers in Survey Are Desirous of Obtaining More Productions in Color — Public Goes for Them — "Always Draws a Good Crowd," According to One Report — Colored Shorts Popular (Special to the Herald-World) NEW YORK, Oct. 30. — A survey, partially completed, which is being conducted on behalf of Technicolor to ascertain the popular appeal of natural color productions, reveals that theatre managers, finding it profitable to advertise features filmed in color, are desirous of obtaining more of this type production. Managers of leading houses located in Boston, Bridgeport, Danbury, Providence and East Orange, New Jersey, answered the inquiry, conducted for the most part by personal interview. Following the results of the preliminary investigation, Technicolor executives are planning a more comprehensive survey. Here are excerpts from some of the interviews : Manager of theatre in Danbury, Conn. : "I mention Technicolor in our newspaper ads every time we have a Technicolor picture (even though our local newspaper man says it doesn't mean a thing and might as well be left out. I know that a majority of our patrons will be interested ; of course there are some who won't, but then you can never please them all no matter what you do, so I aim at the greatest number. The advertising must be kept going, because people want to know when and where Technicolor features are to be seen." Another theatre manager in Danbury: "Haven't had any Technicolor picture since 'The Rogue Song.' People have asked us when other Technicolor pictures are coming, and of course, we don't know. The short subjects in color seem to be popular." Theatre manager in Bridgeport, Conn. : "When we get a Technicolor picture we mention it in our advertising. Technicolor always draws a good crowd but there. are not many of them made." Will All Be In Color Theatre manager in Boston : "I think all pictures eventually will be in Technicolor. People are a little tired of the musical comedy type of picture and more features such as 'Follow Thru' will be coming along. If the picture is a good one, it certainly helps to say 'It's Technicolor.' We believe in taking advantage of what national advertising is being done — it helps our business." Theatre manager in Boston : "We hear the public say a lot about how beautiful, etc., and the name Technicolor is undoubtedly a coming thing. Musical comedies are out and now it's the show that counts. Technicolor needs the large screen to put it over." Theatre manager in Boston : "Personally I don't like Technicolor, but the public do — that's because the pictures have been fine and spectacular. We haven't had a Technicolor in about eight weeks but next week have Dixiana coming and announcing Technicolor does help because Technicolor is popular with the public— no question about it." Confined to Features Theatre manager in Providence : "Technicolor seems to be popular with the public — though we have very little of it. I think Technicolor should be confined to big features so it will continue to stand out and not become commonplace." Theatre manager in Providence: "All that advertising has its effect — you would be surprised to see how quick people are to catch on to new things that are advertised. And they know too that we have a Western Electric Sound System. We take advantage of national publicity whenever we can. We announce Technicolor out front and in our newspaper ads. It all helps. "Don't kid yourself. The public is becoming more discriminating all the time and they want to know exactly what they are going to get in the way of entertainment — just as with a can of peas — it used to be anyone would do, but now they want to know who made it and all about it. That's the way they are about movie entertainment, too." Theatre manager in East Orange, New Jersey: "Technicolor is helping business. I should say it was past its primary stage and was susceptible of further improvement. I try to take full advantage of the fact that Technicolor is being advertised. We had a beautiful Technicolor picture here recently. 'Under a Texas Moon,' in which Frank Fay played the leading role. In the electric lights out front we didn't mention him or say anything about the all-star supporting cast, but simply announced — 'Under a Texas Moon' — All Technicolor. We did a very fine business on that picture." Sono Art Adds to Sales Staffs in Denver, Omaha (Special to the Herald-World) DENVER, Oct. 30.— Syd Weisbaum, formerly with Columbia in Omaha, has been added to the Sono Art-World Wide sales staff here. (Special to the Herald-World) OMAHA, Oct. 30.— W. C. Wallace, at one time R K O branch manager in Denver and more recently connected with M G M, will work out of the Sono Art-World Wide sales office here. Sam Kaplan Honored by New York Projectionists (Special to the Herald-World) NEW YORK, Oct. 30.— Sam Kaplan was to be guest at a testimonial dinner and dance by the Kaplan Projection Society in the grand ball room of the Hotel Commodore on Saturday November 1. The society is an organization made up of members of Local 306 of the Moving Picture Machine Operators Union of the United States and Canada. Station WMCA arranged to broadcast the evening's proceedings. Fox New York to Show Pathe in 25 Theatres (Special to the Herald-World) NEW YORK, Oct. 30.— Through the terms of contracts just negotiated, Fox New York circuit will show all the 1930-31 Pathe features in 25 or more theatres in the Metropolitan district. The deal was closed by Robert Wolff, Pathe branch manager in New York. Most of the theatres involved are in Brooklyn and Long Island. NEW YORK. WHEN Army scored that touchdown against Yale on October 25 in the Yale Bowl, the Cadets were jubilant and Yale men thought of a lot of things to say but didn't say them. Down on the sidelines, however, was the best evidence of all, a motion picture camera. Yale officials, after viewing the film of the game at a private showing, came to the conclusion that the touchdown in question was scored in a not altogether legal manner, according to the rules of the game. A player carrying the ball is not supposed to receive aid from a teammate. The film showed, though, that when the Army man took the ball on the fourth down with one yard to go for a touchdown, he was hurled back after hitting the Yale line. Another Army man, charging hard, hit him in the back and boosted him over the line, for the score that caused the game to end in a tie. Yale authorities have no intention of appealing from the referee's decision, which is good sportsmanship, and Army athletic leaders are not commenting, which is sensible. We merely tell the story to indicate that the motion picture camera can be used for other purposes than to provide amusement and entertainment for the populace. When television is sufficiently perfected, it may be possible to sit in the old easy chair by the fire (or radiator}, and see the great Siwash-Podunk battle of the year on the gridiron, without the necessity of catching special trains, paying two bucks to park your car or staggering under a load of robes and blankets, which they used to fasten on the backs of pack horses in the old days of '49. AAA Broadway was treated to a sight of the Amos 'n' Andy Fresh Air Taxicab Company Incorpulated the other day, when an RCA sound truck ran up and down the street playing various songs, followed by two boys in black face in an excellent representation of all that the famous taxicab flivver is suppose to look like, even to the name of the "corpulation" painted on the sides. It seemed to make quite a hit with the folks on the street, and should bring at least a few of them into the new Mayfair. AAA Here's a story straight from a New York City courtroom, which happens to be true whether anybody believes it or not. It was one of those negligence cases which help to keep the court calendar some three years behind. A little girl, 3}4 years old at the time, fell down a flight of steps into a cellar while out walking with her mother. The owner of the property was being sued for damages, in quite the usual way. The defense attorney asked the 6-yearold child to take the stand, to the surprise of the jury (those who were awake) and the annoyance of the judge. At first he refused to permit the small girl to give testimony but finally consented after pleading by the attorney. Hiz Honor began to question the child about her school work and such like things, and the following resulted: H. H. — Do you know what an oath is? 6-Year-Old — No, sir. H. H. — Do you know what this place is? 6-Year-Old — A court. H. H. — Have you ever seen a court before? 6-Year-Old — Yes, sir. H. H.— Where? 6-Year-Old — In the movies. When the judge had sufficiently recovered to speak, and the jury had stopped laughing long enough to hear, Hiz Honor dismissed the case. Score one more for the industy.— "CHIC" AARONSON.