The Film Daily (1934)

THE Thursday, Jan. 25, 1934 ■—■ — — — OAiLV 7 EXPLOITETTES "Eskimo" Press Book M-G-M's Best in 10 Years TN recognition of the unusual showmanship possibilties of "Eskimo," and its ability to respond to special merchandising effort as demonstrated in prerelease engagements, M-G-M is backing up this picture with the largest and most complete press book it has put out in 10 years. With more than triple the usual number of big national tie-ups, including manufacturers of 29 nationally known products, and educational hook-ups whereby 150,000 grade schools may avail themselves of material such as water-color contests and children's tests of their knowledge of Arctic life, enterprising showmen have been provided with a campaign brochure that spells money for them in many ways. Additional tie-ups include local distributors of mackinaws, stoves, underwear, ulsters, comforters and blankets, skates and skating outfits, weather devices for houses and automobile necessities like No Freeze. Exhibitors all over the country have been supplied with some of the most comprehensive and useful accessories ever distributed in connection with the national release of a feature production. Complete information is given as to just how "Eskimo" was put over in nine special pre-release engagements. A 15-minute radio dramatization is available on request. Publicity material supplied in advance of the film's release includes 35 feature stories of all sorts with an unusual selection of large and small stills. A 12chapter serial, specially illutrated, has also been prepared for country-wide distribution. Special trailers have been sent out, and exhibitors have the advantage of one of the most unusual and extensive national advertising campaigns ever undertaken by M-G-M. The press book presents a detailed survey of all national tieups and of all the special stunts, such as the dog train and trained penguins, recommended to exhibitors. Corinne Griffith Back West Coast Bur., THE FILM DAILY Hollywood — Corine Griffith is set to return to the screen in RKO's "The Crime Doctor." She will be co-starred with Otto Kruger. John Robertson will direct. MONCfHEj PHIL M DALY • • ABSOLUTE FAITH in your product whether is automobiles tea-balls. ....... .or motion pictures is the greatest selling asset one may possess. Fortunately the film salesmen of today are disposing of their wares in the modern, intelligent manner and that goes for the advertising and publicity departments .... that sell directly to the consumer * * * * • • • IN FOX'S "CAROLINA". the company has a pix authored and directed by the specialists who did the same job for "State Fair" which came in number five in the Ten Best poll the gents are Paul Green and Henry King, respectively and Reginald Berkeley, adaptor of "Cavalcade" first place winner wrote the scenario Janet Gaynor and Lionel Barrymore head the six-star cast and the production cost plenty * Hfc ^ % • • • THEREFORE because they have faith in the pix because those who have seen it say it's a knockout and because they spared no cash to make it good entertainment the home office boys have been told to put ALL THEY HAVE behind it in effort talent and expense Under the direction of Charles E. McCarthy, the press book and extensive campaigns have been issued Publicity by Earl Wh.gart Press book by Carl Mos, Joel Swenson, Al Margolis, and Russ Moon Advertising cam pagns by Gabe Yorke Art by Louis Shanfield and Hanff Metzger and all in all SOMETHING for which the Fox executives should be proud The pix opens early in February at the Music Hall and with the added imoetus of Bob Sisk's local campaign you'll get an idea of what we mean by MERITORIOUS * * * * • • • WARNER'S IDEA of holding world premieres in the actual city which provided the background for the pix has become a set policy and we hear from Charlie Einf eld that a gala pre-release of "As The Earth Turns" will soon be staged in either Bangor or Portland, Maine where the action of the story takes place They're planting the slogan "As Maine goes for 'As The Earth Turns' — so will the nation" "Silver Dollar" was first presented in Denver "I Am a Fugitive from A Chain Gang" first saw the public screen in Atlanta and Charlie's worried for fear they'll make a pix with "Little America" as the locale * * # * • • • ACCORDING TO a note from Greta Meyer the character actress who is appearing in Columbia's "The Line Up" European producers don't pull talent "out of space" nor because certain players have "It" make them stars in no time Pupils of Max Reinhardt and other Continental directors, must be grounded in rhetoric, diction, gestures, make-up, ensemble, dancing and fencing and MUST have human understanding of and be in sympathy with the characters he or she portrays it's a swell formula and we pass it on as a constructive thought * * * * • • • WE GOT a kick out of reading about Al Sindlinger's tabloid stunt up in Appleton, Wisconsin last week Al dispatched several lads with good lungs throughout the city's streets each with a bundle of the tabloids and each yelling "Extrie! Miss Fane's Baby is Stolen!" Gals left petting parties to grab a copy Bridge games were abandoned to read the news according to Al, folks came out of their houses like flies with the result that the Paramount pix about the snatch racket did a bumper week at the Appleton Theater ...... The stunt cost a pittance but reaped a harvest of coin and good will A display of gowns valued at $3,000 representing six eras in American history from 1840 to 1934 and worn in Universal's "Beloved" has been installed in the show windows of Macy's the pix opens at the Roxy tomorrow and should be a sure bet for the gals TIMELY TOPICS Timing Greatest Factor in Filming Comedy (CONTRARY to popular opinion, "gags" or clever lines are not of the most importance in filming a screen comedy, but timing. Humorous lines are, of course, indispensable to a comedy. But it is the director's job to go on from there. In filming a comedy I can think of no one element more essential than timing. The funniest stage play I ever saw, was one in which the comedy scene was played in rhythm to the beating of a metronome, one of those instruments used by beginners in piano playing. It was frankly ludicrous, the actors nodding "yes" or "no" or delivering sentences in one-syllable words to the swinging of the pendulum. The audience, I remember, all but fell out of their seats. Yet, upon analysis, it wasn't the dialogue that was so excrutiatingly funny, but the fact that every movement, every word was done in rhythm. Although less pointed, the same spirit must be behind any successful comedy. The actor's lines must be spaced and their movements controlled to the beating of an imaginary metronome. It is the director's duty to see that this is done. His success in a large measure rises or falls with this ability. We had not spoken dialogue or musical accompaniments to aid a weak scene then. Either a comedy sequence was perfectly timed or it was a complete flop. And the same thing goes for slapstick as for the most subtle type of humor. — Harry Beaumont. Warners Lead in Pittsburgh Pittsburgh — Warner-First National lead in Pittsburgh this week, with three of the company's pictures playing simultaneous first run theaters here. These are "Hi, Nellie," at the Stanley; "Massacre," at the Warner and "The Big Shakedown," at the Davis. January 25 May Millay Victor M. Shapiro