The Film Daily (1928)

fKpM4' 0-64am<i DAHY TIPS WHICH MEAM DOUAiiS FOB SHOWMEN "Love" (M-G-M) Four well known High School girls paraded all over the business district hand in hand. Each wore a letter on her back and when placed together it spelled out the title of the picture— LOVE. Each end girl carried in her free hand a cut-out heart lettered on both sides "Love" and a neat ribbon formed a handle. These girls also drank beverages at soda fountains and visited the department stores and other public places — but always hand in hand— J. P. Harrison, Hippodiome, Waco, Tex. "Now We're In the Air" (Paramount) Had a painted cut-out (4' wide and 10' long) of Wallace Beery and Raymond Hatton holding fast to a parachute, and this was mounted on a drop. The drop was let down two days in advance at the beginning of every show. On opening day 20 balloons were turned loose from the top of theater building. This stunt had been advertised in advance and the crowd on the sidewalks knew that the balloons contained passes. — H. B. Howard, Rex, Sumter, S. C. "Serenade" (Paramount) Tied up with the KLZ broadcasting station. Every evening at 8 o'clock during the first three days, the organist played three serenades. These serenades were broadcasted through the local station and all those sending in the correct title of serenades were given a pair of tickets to see the pic ture. In making the announcement about the stunt, the name of Menjou the title of picture, and the name of theater and play dates were prominently mentioned. — Ross A. Wiegand, Rialto, Denver, Colo. "Very Confidential" (Universal) Took advantage of the curiosityprovoking title of "Very Confidential" when that picture played. Had 3000 envelopes distributed marked mysteriously: "This Is 'Very Confidential' But a Life Saver for you." Inside there were a few hygienically wrapped Life Savers and a card saying, "You will enjoy Life Savers but you will love Madge Bellamy in ■Very Confidential' at the Rivoli." — Rivoli, East Indianapohs, Ind. "West Paint" (M-G-M) Two high school boys posed as West Point cadets. The uniforms were rented from a costume company and happened to be an excellent fit. These boys stood on either side of the lobby entrance and carried the regulation army rifles. The boys were on duty during the more important hours each day during the run of picture. — J. L. Cartwright, Capitol, Meacon, Ga. Sunday, February 111 Offsetting Competition (Continued from Page 1) tures is that the distributing machinery must have its celluloid meals without interruption if it is to survive. If this is the case, distribution should be placed under the knife and the parts diseased by uneconomic ailments cut away. This can be done without touching upon competitive selling in any way whatsoever. The cry has always been that centralizing physical distribution would result in an insignificant saving. Perhaps, but since the day has approached where alleged efficiency is careening wildly on its rampage through the business, a reopening of the discussion along the lines mentioned here may not appear as childish as many have been wont to believe. Some day the producing and distributing branches of the industry will pocket their pride. Then instead of doing those things which are great for their organizations alone they will adopt tactics which will make the future of the busines a trifle more optimistic. A Factor Often Forgotten Personal aggrandizement, puerile vanity and grandstand plays are resulting in indiscriminate waste of money. The guardians of the business should never be permitted to forget that they have thousands of partners scattered all over the country for whom they hold the stewardship of their companies The investing public is a vital factor in motion pictures, but of it you hear only rarely. The confidence of this group cannot be shaken if the industry is to continue its march forward. Neither can any factor in motion pictures afTord to gamble with the goodwill of the theater-going public. This entire structure is founded on good pictures. If in order to improve it appears necessary to cut output, whatever factors in the way should be cast overboard. There should be no quarter with incompetence. Saying It With Titles The hey day of the printed program in many de luxe theaters has gone. They are difficult to read while the show is on and, more often than not, do nothing more than prove annoying. Theaters therefore, are telling the story in titles. The screen drops, the announcement flashes before you ; up goes the curtain and the number is on. Very workmanlike. KANN Klitsch Sends Greetings Over Berlin-N. Y. 'Phone (Continued from Page 1) of the Scherl Publishing Co., managing director of the Ufa and chairman of the League of German Film Industries, to August Halfeld, New York representative of the Berliner Lokal Anzeiger, a Scherl newspaper Klitsch's message follows: "I gladly use this opportunity of the opening of direct telephone service between Berlin and New York to express the hope that the economic relations between the two countries will be promoted by this new means of communication, and that the relations between the German and American film industries will be furthered and intensified in the same manner. "With this wish I am sending my heartiest congratulations to Mr. Hays, Mr. Zukor, and Mr. Schenck." Fairfield House Closes Fairfield, Cal. — Owing to lack of patronage, the Arlington, owned by the Blumenfeld Theater Circuit, is dark. Gusdanovic Plans Sixth Cleveland — Paul Gusdanovic, who owns and operates four local theaters and is building a fifth to be completed in March, will build another one on Miles Ave. and East 131st St. The new house will have 2,500 seats. The building, which contains the theater will have 14 stores on the street and 14 suites above. It will cost $700,000. Gusdanovic now has the Orpheum, Norwood, Regent and Corlett. The LaSalle at East 185th St. and Lake Shore Blvd. is almost completed. Newspaper Opinin "Sadie Thompson" United Artists Rivoli AMERICAN—* * * While "S-™ son" is not a "come and bring the (I picture, it will give group-ups so stantial film fare. ♦ * ♦ DAILY MIRROR—* * * Gloria's the giddy, then repentant Sadie is to first prominence. * * * DAILY NEWS—* * * Swanson emotional heights in some of these She is lovely to look upon always, cellent lighting and many, many ♦ * * EVENING JOURNAL—* * • Swanson's best picture since "Man! In fact, she does better work in it has done in her entire screen career HEkALD-TRIBUNE* * * SwanMr. Maugham's heroine better than has played anything in all of her reat^ TELEGRAM—* * * Tush, no "Sadie Thompson" is a good credit to Gloria, even though it consomme compared with the great preceded it. * * * TELEGRAPH—* * * The star i every sequence of the drama, and '■ the sheer vitality of her performance ; It to the heighths of histrionic achii * * » TIMES—* * * stirring pictorial' with a shrewd development of the ; ■ admirable characterization. ♦ * * WORLD—* * * the star herself been more happily cast or more drar effective since she made her "i Bird." Reopen Colorado House Colorado Springs, Col. — The Amer ican has been reopened by the Colorado Springs Theater Corp. Im provements cost $75,000. Henry Cocke Sells Two Wellington, Tex. — Henry Cocke has sold the Rialto and Weltex to Nelson & Simpson, who have now taken over operations. "Sunrise" I. Fox L,ocust Philadelphia RECORD* • * Marvelous in many * * * alternately thrilled and delijb lookers * * * a stirring production, ' with engaging fund. * * ,. MORNING ENQUIRER—* • ' as close to being pure cinematograp: raony as anything that has ever bet: . • * * bears the indelible print of tie , piece. ♦ • * , EVENING LEDGER—* • * A' picture, a simple and compelling sto. lives in its telling ♦ * ♦ thrilling ao, tiful story of simple realism. * ♦ * DAILY NEWS—* * * MechanicJl as nearly perfect as any picture t'r been ♦ * » fascinatingly unfolded > don't miss "Sunrise." EVENING BULLETIN f the most unusual picture that has e^ flashed before a movie audience tain to appeal to those who wa ' that inspire thought and considera:ur Great States Buys One Decatur, III. — The LincoH,.^ las been acquired by the Grdft' Theaters. Quota Plan Approi By French Gouijy (,C<mtiHued from Page 1) Jj; tion will reduce film imp by at least 25 per cent, tions are that the arrangem* be efifected next September. With the Council of State proval the plan goes to the of Ministers, which is expec^'i ter the plan is held by the H let Commission, which resumes m*' concur on it. However, righ!jj = Sept. 15. « One phase of the plan provK a board of 25 members wl"' exercise a broad censorship, I* it in mind the treatment a^l French pictures in the country which the foreign films undo c sideration come.