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22
V ^V DAILY
Monday, May 9, 1938!
MONO. TO DISTRIBUTE SPANISH PIX SERIES
Cincinnati — Monogram Pictures has closed a deal to distribute a series of Spanish-language productions of which the first, "Castles in the Air," has been completed, according to Norton V. Ritchey, the company's foreign manager, who has just returned from a threemonth tour of Latin-American countries. Eddie LeBaron Productions, the producing unit, will operate at the Monogram studios in Hollywood, using the facilities of the studio in producing exclusively for Monogram distribution.
One of the important purposes of Ritchey's recent tour was to inspect studio equipment in the Argentine and other Latin countries to arrange for a production unit to make Spanish product exclusively. "None of these countries," he reported, "has reached a point of technical perfection which can seriously compete in quality with the output of Hollywood.
"The importance of the Spanishspeaking market is becoming increasingly great with the construction of new theaters everywhere. It is Monogram's intention to establish the company firmly in this market by giving these audiences the type of product they are looking for.
'There is no problem in getting
talent for Spanish-speaking pictures in Hollywood as many of the best South American stars and directors are on the West Coast now."
One of the serious mistakes which Hollywood has made in the past in attempting to penetrate into this market has been in the type of story material selected. "Heretofore, the average American story with American directors made in a Spanish version has been released for this highly specialized market with disastrous results," says Ritchey.
"A thorough knowledge of story backgrounds, and direction which appeals to the Latin-American public is of vital importance in winning this market. Hollywood-produced features with well known South American stars in Spanish, Mexican and Argentine stories directed by experienced men from those countries will not only offer genuine competition to native product, but because of the superior technical facilities, perfect sound and photography, will surpass the average South American release," Ritchey added.
Derr, Monogram Producer, Rates As Star Discoverer
E. B. Derr, Monogram producer, introduced to the movie public several of the biggest stars in pictures. Derr gave Jean Harlow her chance in "Hell's Angels"; first presented Clark Gable in "The Painted Desert"; gave Paul Muni his chance in "Scarface."
Best Wishes
to
Scott R. Dunlap
and
Monogram Pictures
#
FRED W. JACKMAN
THE FRED JACKMAN PROCESS CORPORATION
1809 SOUTH MAGNOLIA BOULEVARD BURBANK,
CALIFORNIA
BEST WISHES
for
CONTINUED SUCCESS
to
W. RAY JOHNSTON
SCOTTY DUNLAP
and the entire
Monogram Organization
WESTERN COSTUME CO.
HOLLYWOOD
J. I. Schnirzer, President
WALTER O. GUTLOHN, Inc.
Exclusive distributors of Monogram Productions in 16 mm Sound
35 West 45th Street
New York City
EST WISHES TO W. RAY JOHNSTON
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SUPER QUALITY
318 E. 23rd St.
New York City