The Film Daily (1934)

EXPLOITETTES Big "Tarzan" Campaign Put on in Cleveland TN bringing "Tarzan and His Mate" to the attention of the Cleveland movie patrons, District Manager H. M. Addison of the Loew Cleveland Division of Theaters and his able exploiteers, Milt Harris and Art Catlin, did a neat job in an extensive campaign on this M-G-M jungle thriller. Ten thousand special groove drawings were distributed to school children. The Cleveland News carried a threeday animal word contest in the classified ad pages. Autographed photos of Johnny Weissmuller were distributed to customers by the Taylor department store, which also carried a window display on "Tarzan" sweat shirts and B.V.D. swim suits worn by Weissmuller. A tie-up was made with the Laub Baking Co. in connection with their "Tarzan" whole-wheat bread. Twentyfive thousand imprinted envelopes containing animal crackers were distributed by two attractive young ladies, attired in colorful bell-hop uniforms, stationed on the most important street corners. Book stores gave the picture attractive window displays exploiting the picture and the book. Radio broadcasting of the "love call" in the picture and special announcements. Special tabloids distributed from home to home by messengers. Lobby hanging figures of "Tarzan." Special jungle display and atmospheric cutouts in front of theater during run of picture. Extensive newspaper advertisement campaign. "Tarzan" stickers placed on large delivery bags used by leading cleaning company, also large banners on their trucks and stickers on their wind shields. Tie-up with Cleveland News on Lost and Found contest. Guest tickets given to readers who find lost articles and return them to rightful owners. Car hangers in trolley cars. — Loeiv's State, Cleveland SUNSHIN€ IN THE DAY'S NEWS "The Lost Patrol" piles up a fourweek run at the Rialto, New York. THE -%2H DAILY Monday, April 23, 1934 • • • STILL GROGGY from that AMPA merry-go-round at the Astor Saturday nite and Sunday morn to be exact easily the banner social affair of the film world for years everybody and his wife or sweetheart was there a banquet at which hilarity and likker were unconfined a smash lineup of celebs an entertainment program that provided a li'I of everythin' installation of the new officers with Billy Ferguson trying to make a speech as the new AMPA prexy in the midst of a riot of ballyhoo . the Admiral Byrd broadcast of the program then into the Dancing till Dawn the affair was a great tribute to the outgoing and incoming administrations a financial success for the Relief Funds a great social get-together for everybody and a swell boost for AMPA giving a practical demonstration of just how these Pressageys can make themselves impressively heard when they all work together • • • ONE OF those comprehensive and very practice) publicity and advertising portfolios featured by Charles E. McCarthy, advertising director of Fox has been prepared for exhibitors on "Stand Up and Cheer" it contains newspaper stories, gorgeous stills, fashion tie-up material and a smash broadside showing how to sell the pix T T T • • • GUEST OF honor at the spring meet of the Society of M. P. Engineers at Atlantic City this week will be William Reed the very first projectionist in 1896 when William Rock and William Wainwright formed a partnership to exhibit pix in a New Orleans park Reed was employed as projectionist when the park season ended a vacant store on Canal Street in New Orleans was rented and thus became the first motion picture theater with Reed as its projectionist • • • A LUNCHEON to Robert Donat at the Lombardy Hotel today Donat arrived from England Friday ! and leaves for Hollywood tomorrow to play the title role in Reliance's "The Count of Monte Cristo" At the .Empee Club there is a banner on the wall alongside Peggy McGee's switchboard bearing the club monogram, M.P.C but Peggy insists it stands for More Phone Calls since they installed that spiff y bar • • • A FILM Fairy Tale that came true a New York youngster, Jay Henry went to Hollywood three months ago for a visit with no idea of entering pix , he was spotted on a golf course by a Paramount official given a screen test and immediately signed to a fiveyear contract . . . . he makes his screen debut this Wednesday at the Rivoli in "We're Not Dressing" • • • WHAT IS the oldest theatrical column? well, that's a very disputed question but how about "One on the Aisle" conducted by W. W. Dunkle he started it on the South Bend "Tribune" Apr. 8, 1913 . 21 years ago "Dunk" has not missed a single issue since it started! he has a collection of over 10,000 theater programs covering the past 21 years Jack Livingston has engaged Gregory Deane as Director for his summer stock at the St. James theater on Longisle, which opens Decoration Day « « « » » » TIMELYTOPICS Dubbing vs. Superimposing an Unsettled Question TN many foreign countries, notably the South American territories, the move-going public has shown a marked lack of enthusiasm for dubbed versions of motion pictures. Although this dubbing process has been developed to a high degree, there are many film fans whose enjoyment of a dubbed picture is marred by the subconscious thought that the players are not actually doing the talking. Furthermore, they often feel that the substitute voice does not adequately express the personality of the player, or that it does not suit the characterization portrayed by that particular actor or actress. On the other hand, dubbing has heightened the enjoyment and understandability of talking pictures for thousands, who, though conscious of the mechanics, yet prefer to hear their own language. For those devotees of American stars and American productions to whom dubbing is anathema, the superimposed version fills the bill very satisfactorily. In the superimposed picture the original English dialogue is retained, but explanatory subtitles are inserted in the language of the country for the benefit of those who do not understand English. Because of this sharp difference of opinion, between the advocates of dubbing and the pleaders for superimposing, the American film industry finds itself on the horns of a dilemma. In some countries, exhibitors will accept only dubbed versions of American pictures; in others they insist on superimposed versions. Naturally, American producers would welcome the day when superimposed versions were universally acceptable, because dubbing is an infinitely more expensive and painstaking process. However, until that happy day arrives, we must cater to the needs of exhibitors, who supposedly know their public. — Arthur W. Kelly Hatty H. Thomas H. G. Knox