The Film Daily (1934)

THE EXPLOITETTES Broadway's Biggest Sign Exploited "Queen Christina" ^FTER a glittering first night world premiere at the Astor Theater, New York, Tuesday evening, December 26, "Queen Christina" seems established as an outstanding new season MG-M special-run hit. The sign above the theater — the largest illuminated theatrical sign on Broadway — carried the single word Garbo in flashing electric bulbs over a massive likeness of the Swedish ,star. The sign is probably the simplest and yet most effective used by M-G-M for an Astor presentation. The lobby design is done in modernistic style combining the historical appeal of the story with the modern treatment accorded it and was highly praised by persons in the industry. Fashion tie-ups with "Queen Christina" were sought by New York's leading department stores and fashion houses. The result was an exclusive tie-up with Macy's, publicizing the type of gowns worn by Greta Garbo in the film. The store gave a special window display to the fashions used in the picture and also devoted page after page of costly advertising space in the New Yojrk daily papers to reproductions of special Garbo silhouette styles. This represented perhaps the most unusual fashion tie-up worked out in New York on a new screen production. — Astor, New York City. Ftnger and Footprints Exploited "Missing Persons" JRVING BLUMBERG, manager of the Stanton, attracted a lot of attention to "Bureau of Missing Persons," by offering to make finger and foot prints of all children who were brought to the theater by their parents any day between the hours of 12 and 2 P. M. during the run of the picture. Blumberg obtained the finger printing apparatus from the Philadelphia Police Department. His offer was made via the newspapers, on a special lobby easel in front of the theater and on the screen. The first day of his offer, which was on a Saturday, two hundred parents took advantage of the theater's offer. — Stanton, Philadelphia. 9 Million Saw Museum Films A total of 27,160 pictures were sent out last year by the Visual Education Service of the American Museum of Natural History, according to F. Trubee Davison, president, who estimates that 9,000,000 persons saw the pictures. J^LONG THE PHIL M DALY • • • WINDING UP last week's social activities with a couple of tricky receptions the party fiends found much to discuss over yesterday's breakfast coffee as they bathed their pounding temples Revelry began Friday afternoon at a nifty little ex-speaky on East 38th St. where Helene Costello, who will soon return to the films was the gracious hostess Introductions were made by Walt Reichenbach who is ushering Miss Costello's re-entry ■; J*\e p!irty was very informal and two score important folks of the Fourth Estate partook of the canapes and cough syrup * * * * • • • THEN LATER in the afternoon those who could trap a taxi dashed up to the Waldorf-Astoria where Fox and Gaumont-British were introducing Madeleine Carroll to tne lads and lassies at a distinguished «m ,•"«?* m Le Perr°quet Suite Genial Earl Pink Wingart again proved that when it comes to not-to-be-forgotten affairs of this type. he is the ace putter-onner * * * * • • • FESTIVITIES wound up Friday night with a gala supper and dance at the Commodore under the auspices of the Press Photographers' Association A swell bunch of lads who seldom receive proper or sufficient recognition for their talents Their party was a grand success both financially and as the builder ot good-will and so having come up for air we hope we survive the katzenjammer and are prepared for future rejoicings * * * * • • • THOSE WHO get a kick out of seeing faCe to lace . . ... .titled personages and others whose names mean something should step over to the 55th St Plav house tomorrow night where "La Frochard et Les Deux Orphelmes" whatever that means will be jriven its American premiere the film, which was produced in France ...and directed by Maurice Tourneur is Yvette Guilbert celebrated character actress ' ' who makes her debut in movies Among those who will attend are Count de Fery de Fontnouvelle, French Consul in New York Mme Lily Pons. Mme. Camela Ponselle and Leon Rothier of the Metropolitan Opera Mons. Bedard, director of the French Institute Princess Matchabelli Otto Kahn and George Tyler, manager of Miss Guilbert * * * * • • • INTERESTING INCIDENTS Along the Rialto The United Artists advertising lads g are not through receiving congrats . : ... for the one page ad which appeared in Friday's FILM DAILY in which no star n.° Producer . no pix title or no theater was mentioned but which put across . in 36 words j an important message to exhibs which all un derstood Today is moving day for Benko Muss0j"ni, Crown Prince Wilhelm, Clemenceau, Marechal Foch, David of Windsor and other internationally prominent folks whose autographed photographs adorned the walls of Roy Del Ruth's offices on the coast .. The pix were hung for Douglas Fairbanks, Sr., who formerly occupied the suite but Rov sez the display is not in keeping with his ideas of decorations so either the photos scram or he moves out with the common people * * * * fi r , * IHR,?U£? THESE Portals Pass the Most Beautiful Girls in the World" the famous Earl Carroll inscription . . now hangs over a special entrance at the Paramount coast studios where the "Murder at the Vanities" beauts ente,r ■ Dick Powell and Al Jolson return to the ether this week both singing numbers from First National's "Wonder Bar Dick on Wednesday for a cigarette sponsor and Al the day after for the Kraft Co « « « » » » TIMELY TOPICS Lubitsch Likens Directing to Generalship in Battle pOR every battle that is won, defeat is suffered by the opposing army because its campaign wasn't planned correctly. For that reason the only rule to be applied to the filming of a successful motion picture is that its various parts must harmonize into a well-directed whole. "In producing an outstanding picture, the only thing a director can insist upon is harmony," Lubitsch amplifies his theory. "Outstanding performances on the screen are irregular for the same reason that novelists cannot always produce superb novels, horses cannot win every race, and every man cannot become President of the United States. By admitting that really exceptional performances are rare, I do not wish to make it appear that I concede the average performance to be uninspired. Bad performances are exceptionally rare, and generally poor casting is to be blamed for them. Only occasionally, however, do we have the happy combination of actors ideally suited to their parts, the parts to the performers, the players to the director, the director to the story — all fitted like a glove." — Ernst Lubitsch. Install Crooning Devices Western Electric crooning attachment, used to give the effect of a radio number to individual singing acts, has been installed or contracted for by 11 theaters, Erpi announces. They are: Winter Garden, Audubon, Harlem Opera House and Mt. Morris, New York City; Howard and Lincoln, Washington; Park and Howard, Boston; York, Athol, Mass.; the Ritz, Newburgh, N. Y, and the Lyric at Fitchburg, Mass. "Enlighten Thy Daughter" at Fox Arthur Greenblatt has closed a booking on "Enlighten Thy Daughter" for the Fox Brooklyn the second week in February. February 5 Monta Bell J. A. Miller — -TT