The Film Daily (1930)

Friday. July 18, 1930 DAILY Timely Topics A Digest of Current Opinion o concerning the Fad br Title-Changing T ADIES and gentlemen of the critical pen are showing — and risrhtly, I think — increasing dissatisfaction with two favorite Hollywood indoor oastimes, one the changing of titles of Broadway successes and "best sellers" when brought to the screen, the other the tampering with the storv structures of well known novels and plavs. The demands' of the box office are presumed to iustify both. That is, in the juderment of the producer master minds such a title as "Bride of the Reeriment" has more sex appeal than "Lady in Ermine," while there is more lure in "Toast of the Lesion" than in "Mile. Modiste." in "Du Barrv, Woman of Passion" than in olain "Du Barry" and in a "Ladv of Scandal" than in "The High Road." Similarlv. William Vaughn Moody's drama "The Great Divide" was materially altered that it might conform to the conventional Western oattern, to cite a typical case. Title changing, it seems to me. is a foolish practice, whether it is employed by a Hollvwood picture maker or a book publisher. Particularly so where the plav or story is well known. Consider, please, "Mile. Modiste." There is a Victor Herbert ooeretta known the world over. Will "Toast of the Legion" add a single ounce to its pulling power at the box office? I doubt it. Unless the producer stresses the fact that the picture is adapted from the Herbert operetta, he will sacrifice the certain pulling power that "Mile. Modiste" has developed. And if he must carry the credit, "based upon 'Mile Modiste'^ on his billing and in his advertising, why the change in the title at all? — Chester B. Bahn, "Syracuse HeraW The first children's film theater was opened in London in 1927 by Joan Luxton, a young Australian actress. Along The Rialto with PhilM. Daly OHIL REISMAN — one Big Reason why the Pathe rooster crows continuously he was raised in a saintly atmosphere, this boy, and then he had to go and get himself mixed up with this film biz he was born in Saint Paul and educated at the Saint Paul College of Law in 1917 he started with the old Triangle organization as a salesman then he took a whirl with Sam Goldwyn's outfit later he became manager in Minneapolis for Hodkinson but he really started living up to his rising name when he joined the sales organization of Paramount from manager of their Minneapolis exchange he became district manager, then to general manager of the Canadian territory, and finally sales manager of the eastern division since May, 1927, he has been crowing very efficiently in the general sales manager's roost for Pathe his motto is: "Rise, man, rise." he has as one Phil to another, we greet you * * * * JIMMY GRAINGER scored two records the other day, which had nothing to do with selling Fox product playing golf at the Lawrence Country Club, he beat Jack Sullivan and Harry Buxbaum, which ain't so easy then he busted the course time record by traveling the route in an hour and a half. Lou Lusty has resigned as head of Warner's trailer dep't on the Coast Marjorie Rambeau, stage star with Pathe, will give a series of radio talks on diction and correct speaking and H. "Happy" Van Loan, author-playwright, will introduce the actress to the ether-whiffers — or sniffers — and later introduce her to the altar — y'kno, the marriage-halter Gas jet footlights were used in theater scenes in Radioi Pictures' "Dixiana," a romancie of 1840 lots of gas was supplied by the cast * * * * TF PRODUCERS are still looking for new stars, all they gotta do is put the letters in the names of their present stars in a hat individually, chuck 'em in the air, and lookit what comes out f'r instance, First Nash gets a swell break Billie Dove gets a ritzy foreign name, Lil Debovie Loretta Young becomes Glory Taunte an' look what happens to ^ Otis Skinner — Rin Tin Sooke! Conrad Nagel can do a f emme impersonation as Anna Cordleg and for a common ornery monicker like Joe E. Brown he cops Owen Bejor and Joe Frisco is transformed into a big foreign star as Rico Josef so why look for new stars when the old ones will do just as well, sez we, as we submit this new and fascinating game to a breathlessly waiting industry startin' tomorrer this kolyum may be sighed Hy Madpill or Dampfll, or mebbe Hy A. Pill, M.D. (monicker doctor) o-och, leggo me, I'm sorry * * * * A L SELIG is the possessor of an interesting document six months ago, January 10, a chap named Louis Lewyn mailed him a letter by air mail from the Coast the airplane was lost in a snow storm in Utah the other day he received the letter, which had just been recovered from the wreckage, with a letter of apology from the post-office department that's service for you Do You Know — that to the ordinary film, blues and lavenders reflect the most light, then the yellows, and least of all greens and reds? CTILL GOING Back A Few— Jack Fuld recalls the days of N. Y. Motion Picture Corp., (Kessell & Bauman, 1914) when Charlie Chaplin was working side by side with Mildred Harris, and such names as Mack Sennett, Frank Borzage and Thomas H. Ince were on the other end of the megaphone Bert Ennis was publicity director these were the good old days of nothing but two-reelers such as Broncho, Kay-Bee and the Keystone Comedies short subject producers are trying to bring these days back again EXPLOITETTES A Clearing House for Tabloid Exploitation Ideas — e— Putting Contest for "Match Play" 1THE Scanlan Pitch and Putt Rug on which Educational made a tieup arrangement :n connection with its golf special, "Match Play," got publicity for the Eastman, Rochester. The rug was tied up with a putting contest, staged by a professional who was in attendance a week in advance and throughout the week of showing of the comedy. The offering of a free admission to the theater to any person putting three balls consecutively into the cup, brought hordes of people to the theater continually. Local golf celebrities for theater parties, etc., were contacted, and a tieup was effected with Sibley's, a large department store of the city, who m*"-chandise Walter Hagen golf togs. — Educational * * * Tie-Up Arranged With Sandwich Shop AS a part of the exploitation campaign conducted on "Numbered Men" during its engagement at the Paramount, San Francisco, a tieup was arranged with the B. G. Sandwich Shops. A sticker was placed on the paper napkins distributed in the B. G. Shops. The words on the sticker were: "Learn what caused Prison Riots and Jailbreaks — Numbered Men with Conrad Nagel at Paramount Theater— Then enjoy any of the B. G. Summer Salads." — First National TF YOU see it in this kolyum, it's so-so. MANY HAPPY RETURNS Best wishes and congratulations are extended by THE FILM DAILY to the following members of the Industry, who are celebrating their birthdays : July 18 Richard Dix Paul Perez Lupe Velez Morgan Farley Jeanette Mac Donald Charles A. Stimson