The Film Daily (1930)

THE THE NEWSPAPER OF FILM DOM All THE NEWS ALL THE TIME VOL. LIII No. 23 Monday, July 28, 1930 Price 5 Cents Paramount First Half Net 65 P. C. Ahead of 1929 20 P. CjNSURANCE REDUCTION FORjfOUSES Six of Columbia's 20 Features Aimed at Juveniles The Mirror a column of comment THEATER STANDARDS, as gauged by the attractiveness, comfort and service to be found in the nation's amusement places collectively, are marching onward and upward at a steady clip. The gait is expected to be accelerated in the next season, according to the presently indicated trend of the big circuits to pass up third-rate houses and those of an even lower order. Building instead of buying, in cases where the available theaters do not fit in with the modern expectations of the public, is obviously the wisest policy. Barn-like show houses, instinctively shunned by the growing number of discriminating folks, are a destructive element not only with respect to immediate business but more particularly in their adverse effect on general public sentiment and future patronage. New structures in addition to reviving and stimulating interest, serve to help prosperity along. * * * FREE LUNCH, free refreshments, free cigarettes, and various other gratuitous offerings are now being held out by some theaters as special inducements to draw patronage. Whether the bait is bringing any results worth mentioning, the records do not yet show. But one thing is certain. This is not show business. If the show is good, they will come in flocks and droves without special urging. If the show is poor, even the side offer of a free turkey dinner will not bring very many. Folks in this fast age are wise enough to suspect that when something is offered for nothing there must be some kind of a catch in it. Some theater men have strayed so far in their business promotion ideas that they seem to have forgotten they are in the amusement business and that it is the picture, and how the picture is merchandised, that is responsible for perhaps 98 per cent of the b.o. takings. Joe Brandt Sets Third of Budget for Youthful Appeal Films Six of the 20 features on the Columbia schedule for 1930-31 will be produced with an eye to hitting the juvenile fancy as well as pleasing the adults, and more than one-third of the company's appropriation for the new product is to be devoted to pictures having an appeal for youth, it (Continued on Page 2) GERMANS PLEASED OVER PARIS CONFAB RESULTS Berlin (By Cable) — In connection with formal announcement by the German Film Theater Owners' Ass'n that all American talkers now may be exhibited in this country, it is brought out that the German film interests are well pleased over the results of the Paris conference under the direction of Will H. Hays, and a new attitude of friendliness toward the U. S. is apparent in the trade here. Charles Logue Resigns as "U" Scenario Editor West Coast Bureau, THE FILM DAILY Hollywood — Charles Logue has resigned from the post of scenario editor at the Universal studios. Multi-Active Elkville, 111. — Besides owning and managing the Lyric here, R. E. Atkins operates an electrical equipment shop, is timekeeper at the Union Electric mine, owns a cobbling shop, is official undertaker for the town, and has just been elected county assessor. And in his spare time Lower Rate Being Negotiated by W. Pa. and W. Va. M.P.T.O. Pittsburgh — Negotiations are expected to be concluded soon between a group of standard fire insurance companies and the M. P. T. O. of Western Pennsylvania and West Virginia that will result in a reduction of 20 per cent in theater rates. In houses with an approved safety control or projectors, another five per cent will be saved. Small-Town Exhibs Confident, Depinet Says After Survey NEW SUPERVISION PLAN PENDING IN SEATTLE Seattle — A new ordinance governing theater supervisors is now before the city council. The measure would reduce the board to five members, instead of nine, and give it power to act in the matter of films, publicity, advertising and lobbies. The present board acts merely in an advisorycapacity to the Mayor. New Six Month 's Record Reported by Paramount Some Picture! A wire to Ned E. Depinet from the Stanley, Pittsburgh, where First National's "Top Speed" opened Thursday, said the picture with Joe E. Brown as comedian scored such a hit with the steel city natives that it made them forget the heat. Vlthough the second quarter of 1930 shows a slight falling off from the firsl quarter, consolidated net profit of Paramount Publix for tinsix months ending June 28 are esti,l by the company at $8,434,000, all charges and taxes, equal to $2.98 p< i on 2,832,277 shares. the average number outstanding during the period. The profit for the six months created a new high rcc(Contin*ed on Page 8) Small-town exhibitors, taken as a whole, are in a fundamentally favorable position and are confidently preparing for a prosperous new season, it is stated by Ned E. Depinet, general sales manager of First National, after a four weeks' survey in connection with the marketing of his company's 35 forthcoming productions. "In spite of the marked increase in chain bookings," says Depinet, "reports from men in the field in the east, mid-west, south and far west show gratifying returns from independent exhibitors, many of whom are conducting relatively small the (Continucd on Page 8) What They Like Minneapolis — In a survey made at the University of Minnesota, nearly all the women expressed a preference for heavy love stuff, while the men voted for Westerns and slapstick. Tense drama, mystery plays and clever photography appealed to both. Five out of every six men and women said they attend movies solely or chiefly to be entertained.