Independent Exhibitors Film Bulletin (Sep 1935 - Aug 1936)

12 WEDNESDAY, JUNE 17, 1936 HONEST . . . IMPARTIAL REVIEWS YOU CAN TRUST! AS I SEE, THEM . . . reviews or new films By ROLAND BARTON BOXOFFICE RATING We have been requested by many exhibitors to use some simple system of indicating our rating of the boxoffice value of the films reviewed below. The "point" system of evaluation, at best, can give you only an arbitrary estimate of a picture's drawing power, so we urge you to read the entire reviews. Some pictures are particularly suitable for certain types of audiences and this must be covered in the detailed criticisms. • Means POOR • • Means AVERAGE • • • Means GOOD • • • • Means EXCELLENT Plus ( -f ) and minus ( — ) will be used occasionally to indicate slightly above or below the point rating. Hollywood Preview MY MAN GODFREY BOXOFFICE RATING FARCE COMEDY . . . Powell and Lombard swell in a mad, merry comedy of dizzy moderns . . . Ranks with the top comedies of the year . . . Grand supporting cast helps, too . . . Rates • •• + for better class spots; slightly less for action and rural houses. Universal 9 5 Minutes William Powell . . . Carole Lombard . . . Alice Brady . . . Eugene Pallette . . . Gail Patrick . . . Alan Mowbray . . . Mischa Auer . . . Franklyn Pangborn . . . Robert Light Directed by Gregory La Cava A steady succession of hilarious situations, played to the hilt by a grand cast, makes this one good for continuous laughter. It ranks right at the top of the season's bright film pieces and is a great sample for the New Universal. It has that gay, carefree air that so many present-day movies strive for, but so few capture. Characters romp through the film speaking lines in an unstudied, easy manner, which gives it a decidedly different effect. It reflects high credit on the skillful direction of Gregory La Cava, the madcap playing of Carole Lombard, Bill Powell, Alice Brady, Gene Pallette and as fine a supporting cast as anyone could wish for. Miss Lombard must have loved her part of a nit-wit society girl, for she does it to perfection, topping all previous performances. Powell, as a brokendown society man, is likewise swell, and the scenes between these two are priceless comic moments. A palm also to Alice Brady, who makes her role of the dizzy mother outstanding. And Pallette scores heavily as the long suffering father. Photography and sets are first class. It's perfect warm weather entertainment, but a grand show at ten below zero as well. Will do ace business in better class spots and anywhere they like fun; well above average in action and rural locations as well. PLOT: Two high society girls, sisters, engaged on a scavanger hunt as part of a charity affair, set out to find the Forgotten Man at a hobo camp. There they discover Godfrey, who is immediately engaged as butler by the younger sister. After a series of mad happenings, it develops that Godfrey is likewise a socialite come on evil ways and it is he who eventually comes to the rescue when it seems certain that the family fortune is about to be lost. AD TIPS: Sell the team of Powell and Lombard, well matched and of added interest to the public because they were formerly married to each other in real life. Bill the cast as the merriest group of people eicr assembled in one film The story is adapted from a well-known noiel of the same title; tie up with book stores for display. HARRY BLAIR (Hollywood) BBHBHM— WW—— SPREADING THROUGHOUT THE EAST FILM BULLETIN MOST IMPORTANT TRADE PAPER nM THE INDUSTRY REVOLT OF THE ZOMBIES BOXOFFICE RATING HORROR MELODRAMA . . . Title a darb for exploitation, but this has too much love story and not sufficient zombies or revolt . . . Eerie atmosphere its chief asset . . . Rates • • + for short runs in action and rural spots. Academy-Grand National 62 Minutes Carol Stone . . . Dean Jagger . . . Robert Noland . . . Roy D'Arcy Directed by Douglas Biggs The fascination the subject of black magic and the legend of the zombies holds for so many people will bring a good response to this intended horror film, but "Revolt of the Zombies" will disappoint them. There is too much love story and far too little of the material patrons of this type of art relish. Despite its defects, it can be counted upon to do above average business on short runs, but word of mouth advertising will not be favorable. The title is a honey and will draw every lover of eerie, fantastic melodrama. There are no names in the cast that mean anything, but the performances are adequate enough. Photography creates the creepy atmosphere that is the film's outstanding virtue. Where they go for these things, this will probably hold its own, but its mildness creates a distinct let-down after being lured by that immense title! PLOT: A Yogi priest introduces a regiment of zombies to the French forces during the World War. Fearful that these living dead creatures will destroy civilization, the various governments appoint delegates to an expedition to learn the secret of zombieizm. While on this expedition Jagger and Noland both fall in love with Carol Stone. She shows a preference for Noland. Jagger comes upon the secret of the creation of zombies and he soon has the natives, as well as the rest of the members of the expedition under his power. Carol persuades him to renounce his power for her sake The zombies revolt and Jagger is killed. Carol marries Noland. AD TIPS: Sell the title for all its worth. Go strong on the weird stuff; lobby displays, zombies walking the streets, a girl being hypnotized in a window, etc. It's a corker for exploitation. NONNIE. Additional Reviews an page 10