The Film Daily (1934)

Thursday, June 21,1934 THE -g2H DAILY EXPLOITETTES Intensive Campaign for "Sweethearts" at Indianapolis (~)UT in Indianapolis, Irving Windisch, Warner exploiteer, put over a campaign for "20 Million Sweethearts" that certainly had the folks talking. A front was designed with a circular post effect, electric sign? for side masks, electric changeable letters, and valences for title and catchlines; many still and blowups plus a set piece were also used. Out of door coverage included 25 24sheets, 50 news bulletins downtown, 15 hotel cards in 15 leading hotels, 110 trash cans sniped with attraction in the downtown area, and four inserts in downtown garages. The Wm. H. Block Co. was tied in with a complete window made up as a broadcasting station; enlargements of Powell and Fiorito were spotted; a half page co-op ad on Powell and Philco was run; and a window on studio styles. Five music store windows were spotted with displays, Western Union was tied in with window displays which included six foot telegrams to be autographed by Powell fans. — Warner Bros., Indianapolis. Process Poster Added to Mickey Mouse Accessory SUPPLEMENTING the strong array of effective exploitation accessories gotten out on each Mickey Mouse subject, United Artists has added another attractive novelty to the material now available on these productions. Starting with "Gulliver Mickey," all future Walt Disney Mickey Mouse films will carry a 40 x 60 special stock 7-color screen process poster of Mickey Mouse, which can be used on all Mickey Mouse subjects by just changing the title and the scene stills. Many exhibitors have found this 40 x 60 exceptionally effective for outer lobby displays, and others have also used them in merchant window displays. — United Artists. W' 'with' PHIL M DALY Ralph Block John A. Waldron DeWitf C. Jennings • • • NOW WE have the "sandwich movie" originated by Charlie Mensing, manager of the Orpheum at Memphis Charlie is putting up a valiant one-man fight against the Tennessee blue laws prohibiting Sunday movies so wot does Charlie do? he gets hisself a license as a restaurant proprietor and advertises that he will sell de-lic-ious sandwiches on Sunday for 40 pennies of course the patrons have to come into the lobby of the theater to buy the sandwich and if they want to wander into the theater itself and watch the pix on the screen nobody will stop 'em the point is they are* paying for the sandwich not for the show well after the judge mulls over this knotty one we will know whether Charlie sells Tennessee sandwiches for 40 cents on Sunday or goes fishing with the family or whatever a family does on Sunday in Tennessee where there ain't no movies © • • ONE OF the Coast publicity boys Eddie Hitchcock wired Marcus Griffin of the "Enquirer" as follows "Rush fight print immediately. For space in your column you could get print very easily. Can place picture here." to which Marcus wired back "Can't accept marvelous proposition. Too busy booking Dillinger in vaudeville" isn't it a shame Marcus was so busy with a lotta guys just dying for propositions to handle T T ▼ • • • ON THE Paramount stage starting Friday Miriam March will introduce her newest tap routine "The Rhumbelero" she created a sensation with her own dance creation, the "Rhumba Tap" Barbara Brown, who has appeared in pix, and is scheduled to make more next fall opens at the Starlight theater at Pawling on July 2 Back in New York for the first time since he became a screen name Bill Gargan got a big hello at Sardi's yesterday noon Bill hasn't gone Hollywood T T T • • • THE JUDGES of the best exploitation campaigns on Warners' "The Circus Clown". . . . . .are announced as A. Mike Vogel, of the M. P. Herald Major Albert Warner and Charles E. ("Chick") Lewis, editor of Showman's Round Table Walt Disney's gang is still mussing round the barnyard following "Three Li'l Pigs" and "Wise Li'l Hen" comes "Cock Robin" • • • CONVENTION NOTES from Paramount headquarters concluded yesterday at the Ambassador Hotel in Losang James E. Perkins, sales director in China says the Chinese fans won't stand for delays in showing pix so that the distribution system has been improved to the extent that negatives of pix frequently reach Shanghai before the Paramount exchange in China has had time to obtain reviews on the features from American papers J. C. Gra ham, general manager for Para, in Great Britain says the double feature situation long since solved itself in England legislation limited advance bookings to protect the home product British production increased with only 4,000 theaters to serve double feature bills proved a life-saver to the industry T T T • • • THAT GENT who was unseen in "Invisible Man" has got even Claude Rains appears in every scene but one in "Crime Without Passion" the Ben Hecht and Charles MacArthur pix in work at the Eastern Service Studio, Astoria if Ben and Charlie are smart they will make a retake and stick him in that one scene or have they done it already? « «c « » » » TIMELY TOPICS Elizabeth Bergner Finds Screen Acting Hardest 'TO ACT in the films, one needs infinitely more imagination, concentration and endurance than to act on the stage. Not only does the studio lack a receptive audience, ready to respond and encourage, but the people round one are all critical and vigilant. The scenes are so short that it is almost impossible to become imbued with the conviction that one is playing a part. Most actors who view their photoplay work upon the screen are only too thankful that such an experience is impossible in the theater. A screen performance is a standardized one, representing you certainly not at your worst, and probably, but not necessarily, at your best. Acting being only one of the factors in films, it also follows that your work will be only fully effective if the best studio technique is available. The finest actor in the world cannot overcome second-rate production methods, but on the stage he can take possession of the play. This direct personal hold on the audience is one of the greatest thrills of the theater, as the playgoer knows. It is what the actor hopes to do. No, acting in films is neither so easy nor so pleasant as acting on the stage. Yet, once the film is made and you have given of your best — assuming that you are lucky enough to be allowed to — your performance will live for longer than one night, and will be seen by millions. You are in something of the same position as the successful dramatist. He does not have to write his play every night, whereas the actor has to give his best on the stage, night after night, throughout the run. — Elizabeth Bergner. Russell Roberts Dead Bonne Terre, Mo. — Funeral services were held here recently for Russell A. Roberts, at one time a film editor for Fox and R-K-O. Adelman's Father Dead Fort Worth — F. Adelman, Waco, Texas, father of I. B. Adelman who is manager of the Tivoli in Fort Worth, died recently in Dallas. SHOWMAN'S REMINDER Pay bills promptly and cash in on discounts.