The Film Daily (1931)

THE Wednesday, February 11, 1931 EXPLOITETTES A Clearing House for Tabloid Exploitation Ideas e Novel Fashion Tieup on "Paid" jyj. A. MALANEY, manager of Loew's Allen, Cleveland, Ohio, included a novel fashion tie-up in the exploitation campaign on M-G-M's "Paid." Malaney arranged this tie-up with the Bedell Company, a ladies apparel store, whereby he photographed one of their models in one of their charming gowns. Joan Crawford's head was superimposed to this photograph which was enlarged to life-size, giving it the appearance of Joan Crawford wearing the gown. This photograph was displayed in a beautiful frame with the gown placed in front of it. Window cards announced Joan Crawford's appearance in "Paid" at the Loew's Allen Theater, and two smart frocks were used to make the display more attractive. — Allen, Cleveland * * * Wax Mould Display for "Min and Bill" AN interesting display was arranged by the manager of the Stanton, Philadelphia, which he included in the campaign he used to help put over "Min and Bill." The original wax mould of scenes taken from "Min and Bill" was displayed at the Jacobs Music Store, and surrounding this wax mould were several stills from the picture, and a large window card with this inscription: "Original Wax Mould on which first scenes for 'Min and Bill,' featuring Marie Dressier and Wallace Beery, were recorded at the MetroGoldwyn-Mayer Studio, Culver City, California." This mould was sent in thirty-six hours from the coast by Airmail, and the display attracted a great deal of attention. — Stanton, Philadelphia TEN YEARS AGO TO-DAY IN Peoples Theaters, Inc., has 28'. sites in the East. * * * New York Strand theater holds over "The Kid" for second week, establishing a precedent. * * * Ohio Censor Board suggests elimination of crime scenes from films. -2&K DAILV • • • FOR THE benefit of theater district managers we are seriously considering running a series of informative articles on "Know Your Territory" these will consist of historical highlights on the various localities where the theaters are located in fact, such knowledge should be of great value to everybody connected with the theater end of the biz for instance, take Yonkers if you asked the average gent in a home office what he knew about Yonkers, he'd say: "Oh, that's the town where they try out a picture they suspect of being a palooka" a lotta pictures have been suspected of being palookas this last season, so that means a slew of gala Broadway openings have really been premiered on the main street of Yonkers therefore, you fellers connected with the theater angle should know something of the historical background of this much abused hamlet on the Hudson 'way back in 1646, a delicatessen dealer named Adrian Van der Donck bought the land which is now Yonkers from the Indians after many pow-wows, the deal was closed Adrian gave the coppercolored lads 17 doubloons, 4 gulden, 9 Edam cheeses and his old wooden galoshes for a few square miles of choice city lots if he had been born 300 years later, there is small doubt that Adrian would have been the theater broker for the Para mount-Publix or the Fox circuit he had a way with him for getting Something for practically Nothing the Redskin lads suspected this sometime later, and complained to Adrian that they thought they had been gypped and Mister Van der Donck grew very dignified and looked hurt he sez to those scalp-snatchers : "Then give me back my Edam cheeses and I'll give you back your property" of course they couldn't give him back his cheeses, for they had eaten them this settled the argument right there so Van der Donck built himself a nice bungalow on what is now the site of the Loew theater on Sundays excursionists would come up from the Bronx and the East Side and eat picnic lunch on Adrian's front lawn, and leave sandwich papers scattered all around, even as they do this day when they go picnicking but the visitors referred to Adrian as "Jonkheer," meaning young lord this pleased der Donck, so he said nothing about the garbage they left finally his land became known as "de Jonkheer's landt" hence the name "Yonkers" isn't it all terribly interesting? don't miss the next installment of this marvelous series, which will give the low-down on the origin of the Roxy theater site just to whet your curiosity, we mighf say that it was originally a pile of granite rock in old Colonial days when the sightseeing bus passed there, the driver would point to the site and say: "Rock, see?" hence the name "Roxy" see.' • • • JOHNNY CASSIDY, the Hipp pressagey, driving his car in Jersey City the other nite was stopped by two cops they were looking for an escaped convict who had stolen a car for his getaway after exchanging a line of abuse with each other, one copper sez: "What's your name?" "Cassidy," sez Johnny the cop shook hands with him and said his name was also Cassidy so they left the car standing there, and went places together where they could trace their family trees at leisure Johnny got home the nnxt afternoon ain't these Irish the sociable cusses, though. Colonel Hiram S. Brown is treasuring a letter from Governor Roosevelt, written on the executive stationery, waxing enthusiastic over "Cimarron" as a great historical document Baldheaded men make the best husbands, but many wives make the best husbands baldheaded « « « » » » Timely Topics A Digest of Current Opinion c Special Kid Theaters Do Not Click RECENTLY Fox conducted experiments looking to the possible establishment of theaters especially for children. It was the idea to bring back the lost juvenile patronage. The chief experiment was made in Jersey City, starting off with a good run, but dropping alarmingly later. The house then dropped the idea. Lack of proper product seems to have been the chief obstacle, but there is the other angle that the child resents, the idea of being relegated to special theaters. Several efforts have been made to establish juvenile drama theaters in New York. These, too, have been uniformly unsuccessful. The children resent being segregated. They want to share the adult entertainment. If this does not appeal, they stay away, but they will not patronize their "own" theaters, because half the fun of going to shows is the feeling of importance it gives the child mind. There is only one way to bring the children back. Give them action, and plenty of it. — Jay Emanuel, "The Exhibitor" 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: February 11 Joseph Mankiewicz Rex Lease Joe Brown Anita Garvin