The Film Daily (1930)

THE Monday, September 22, 1930 EXPLOITETTES A Clearing House for Tabloid Exploitation Ideas © National Magazine Tieup for Pathe p.VfHE has arranged a tie-up X with the Z.B.T. Products Company, manufacturers of the widely popular Outdoor Girl face powder, whereby a series of advertisements will be run in the leading national magazines featuring pictures of Helen Twelvetrees and Sally Starr. The first of these ads will be on Sally Starr in connection with the Eddie Quillan picture "Night Work," in which she plays the lead, and the publications will be on the news-stands October 1st. The next will be on Helen Twelvetrees, crediting her latest Pathe picture "Beyond Victory." Among the publications which will carry the Outdoor Girl advertising are the Tower magazines including The New Movies, The New Home, Illustrated Love Stories and Illustrated Detective Stories, which are sold at all Woolworth 5 & 10 cent stores. Pathe * * * Switched From Candy to Sticks of Chicle TX "The Big Pond," Maurice Chevalier works for love in a chewing gum factory. Ralph Lawler, of the Publix-Irvin theater, Bloomington, 111., worked the old candy gag on chewing gum. A local confectioner filled a large glass jar with sticks of chewing gum and Lawler offered tickets to those who could most accurately estimate the number of sticks in the display. It put a coat of varnish on an old gag and made it look like new. Age does not matter. Only ticket sales count. Lawler sold extra tickets. — Epes W. Sargent. TEN YEARS AGO TO-DAY IN SINE IM XIVSKIIL Of IIIMHIM Morris Gest threatens court action over his film version of "Aphrodite." * * * Marcus Loew expected to take over Swanson and Nolan theaters in the West. * *■ » First National reported as having lavish film version of "Du Barry." TS A college education of any practical use to a gent in this film biz? the question is raised after reading a blurb by Warren Nolan about Allan Dwan and William Anthony McGuire, who are products of Notre Dame University it so happens that Warren also strolled through this collitch for four years, kidding himself that he was learning something of practical value so during college days McGuire wrote a play for the opry house at South Bend, and Dwan was the star and soon Gloria Swanson's picture "What a Widow" appears at the Rialto, directed by Dwan and McGuire's play, "Whoopee," with Eddie Cantor, opens at the Rivoli so all these gents learned after expensive college educations was to direct or write or publicize plays about widows and whoopee and Gloria Swanson and Eddie Cantor never went to collitch, but they know all about widows and whoopee and they have these college boys working for them! the moral of this sermon, is: Let a widow educate your son, and he'll know all about whoopee in four weeks a college takes four years to teach it ^\NE OF the earliest pioneers in developing the motion picture was Louis Augustin Le Prince, born in Metz, who later settled in Leeds, England, where he made a one-lens camera in 1888 and photographed animated pictures later he made a projection machine and thus, the British claim, initiated the art of motion pictures he mysteriously disappeared on his way to Paris from a small French town, and no clue was ever found although he held master patents in England, these lapsed after the statutory seven years so the English city of Leeds is now erecting a memorial to Le Prince as one of the fathers of the motion picture TODAY THEY start voice and screen tests for film aspirants " at the Radio World's Fair at Madison Square Garden Universal is sponsoring the idea, hoping to discover some outstanding future screen celeb so any of you publicity gents, salesmen or exchangemen, who think you are a combination of Ronald Colman and Jack Oakie, here's your chance Will Burn is the odd name of the fire chief of Radio's studio in Hollerword, which seems like tempting fate but for 24 years in fire department work, Will has been saying: "It shall not burn." so far he has been lucky T-IERBERT BRENON has picked out a newcomer without any previous film experience for the heroic lead in "Beau Ideal" Lester Vail is the fortunate's name Brenon has been pretty good at this picking biz he had a lot to d.i with starting Mary Brian, Betty Bronson, Richard Barthel mess and Nils Asther on the starry road Martin Lewis. manager of the 55th Street Playhouse, is autunming at Lake George Henrietta Kay, now appearing in "The Torch Song," and Bene Carroll, Broadway's pop hat custodian, are collaborating on a story probably a variation on "Check and Double Check" Virginia Morris is hack in the Warner publicity department after a six-month leave of absence. pAUL L. HOEFLER, the explorer, was given a swell testimonial t'other night at the Dixie hotel in honor of his "Africa Soeaks" such notables as Kermit Roosevelt, Lieutenant Thomas Mulroy, of Byrd expedition fame, and Nathan Burkan were there, and that suave pa.. George Morris, gets the encomiums for the racket Monte Brice, a youth who has done some good directing in times past, is now vice-presidenting in a swell layout on Fifth Avenoo for Famous Artists of the Air. Timely Topics A Digest of Current Opinion — .©— Hollywood Learns from Its Critics LJOLLYWOOD has prospered under the fire of criticism and ridicule that skeptical critics have directed at it, and is slowly but surely vindicating itself in spite of and because of these aspersions. It was but a comparatively short time ago that most of the "high-brow" commentators who deigned to notice filmland at all, did so only in a spirit of contemptuous sarcasm, while there were few who tried to discern the virtues that were here and there to be observed if one looked for them. Things have changed considerably since those days, but I have no doubt Hollywood profited by them. Some of the rude things said about us only spurred us on to greater efforts to vindicate the industry, and now that it has been vindicated, I guess we can thank our former critics. It is our enemies that teach us our faults, not our friends; and faults we had, there is no denying. It is our turn to laugh, however, at the dire predictions of many self-satisfied detractors who regarded the entire motion picture business as bunkum, childish and unworthy of the attention of intelligent minds. It is noteworthy, however, that since many of the faults have disappeared and motion pictures have taken a high place in the affairs of men, few of these former detractors seem willing to come forward with acknowledgements. We no longer furnish them with material for adverse comments, but they abstain from volunteering anything of a favorable nature. —Roy Del Ruth. MANY HAPPY RETURNS Best wiihet and congratulation* art estend-d by THE FILM DAILY to the following members of the in duatry, who are celebrating theit birthdaya : Sept. 22 Carlyle R. Robinson Mathilda S. Brundage Frances Guihan