The Film Daily (1931)

Wednesday, February 18, 1931 EXPLOITETTES A Clearing House for Tabloid Exploitation Ideas c Three Big Tie-ups In "Lonely Wives" npWENTY thousand drug *■ stores, 5,000 chain stores, 3,300 Underwood typewriter dealers, fifty radio stations and a national cooperative advertising campaign in the Ladies' Home Journal, Woman's Home Companion and the film fan publications, will render sales aid in behalf of Pathe's feature farce, "Lonely Wives," through tie-ups with John H. Woodbury, Inc., the Underwood Typewriter Company and the Jo-Cur Laboratories. The Woodbury tie-up calls for this manufacturer of well-known toilet preparations to distribute attractive window display material to drug and department stores and beauty parlors from coast to coast. Laura LaPlante of the "Lonely Wives" cast will be featured in displays and also in the series of advertisements to be published in the magazines. —Pathe * * * Big Campaign On "Devil to Pay" HTWELVE thousand cards engraved with Ronald Colman's name and address as Century Theater were distributed in advance. .. .Banner across street announcing picture. . .Pet stores tied up with the theater with wire haired terriers and dog foods. .. .Special want ads with fox terrier sales copy tying up with "George" the dog in "The Devil To Pay". .. .Augmented newspaper ads. . . . Loretta Young fashion feature in Star.... Special two-color ad in Star.... Advance broadcasting over WCCO ....Window displays in drug, music, bank, men's clothing, and beauty shop windows and in bus depots. .. .Hotel menu cards ...Hotel boards. . .Street ballyhoo of man in evening suit with a wire haired fox terrier on leash, dog blanketed with a >ign announcing "The Devil To Pay" at the Century. — Century Minneapolis Total cost of production in 1930 was approximately $182,000,000. • • • THESE NEWSREEL fellers think they are pulling a great scoop when they show on the theater screens an event that has transpired and been caught by the camera hounds the same day but the camera boys 26 years ago beat them to it and worked under much more trying conditions, tremendously handicapped with crude apparatus and other mechanical difficulties imposed by the limitations of that early day the first time the scoop of showing a newsreel photographed the same day was pulled, happened when the British king arrived in Edinburgh to review his Majesty's Scottish troops a newsreel crew travelled from London to the Scotch city, and spent the\ entire day before the great event in making preparations this consisted of fitting up a dark-room for developing the film developing tanks had to be erected printing and perforating machines fixed the drying room had to be arranged, where special heating apparatus had to be installed the next day the cameramen caught the event, from the time of the king's arrival at the station, till the last file of soldiers passed the reviewing stand and five prints were shown in theaters in Scotch cities the SAME NIGHT two in Glasgow, one in Dunfermline and two in Edinburgh and so many orders for prints came in from other exhibitors that the lab gang was up all night they worked on a 27 -hour stretch without stopping so whadja mean, you present-day newsreel fellers, when you brag about scooping the field by showing films the same day they were shot? with modern science magic like radio, television and telephoto, you oughta be ashamed that you can't show newsreels a coupla hours at the most after they're taken in Timbuctoo * * * * • • • DON EDDY, head ofi Radio publicity on the Coast, worked out a swell ballyhoo on "Cimarron" he had two girls dressed in yellow berets and blouses and black shorts, standing on a. scaffold before a blank billboard, painting in the word "Cimarron" at one of the busiest corners in Losang the blank board was built at Radio's stude and the outline of the copy was spenciled in (invisible from the street) and the girls were provided with a cclor sketch sheet, so all they had to do was use the penciled lines for guide rules hundreds of citizens were gaping costantly at the gals as they worked * * * * • • • C. E. RAUCH, formerly of the Roxy program and the Exhibitors' Trade Review, has joined Tom Hamlin's "Film Curb" as advertising manager Hamlin announces that his weekly, started eight years ago in New York City as a regional, now becomes an internationally-circulated bulletin Charlie Farrell and Virginia Valli were married in Yonkers a few minutes after midnight last Friday, to avoid the ole Friday 13 hoodoo Irene Dunne will appear on the "RKO Theater of the Air" Friday nite George Cronan Astor house detekative, who probably knows more picture and stage celebs than any other sleuth in Youessay, is the proud possessor of William S. Hart's autographed picture in his collection, he being a bug that way * _* _ * * iqness Compared with the lstaff after lonp experience with ' wn a word-picture of the com Onr T, ,_ -r a i iy ^>.t w,-*.R. to wit 10:45 a.m BE THE TALK OF YOlornin' Miss Bumps cor • • I • I .. n wait till this afternoon >t enjoyed in a long time < tell him I'm in conference ' disturbed till lunch hour .„ *,._, auinc neavy intuiting on this production problem what, Miss Bumps! lunch hour already? my, how the time flies when you're busy! be back in two hours <c « <t » » » Timely Topics A Digest of Current Opinion — c= Importance of Clothes To Feminine Stars (""LOTHES may make the man, but they can unmake the woman, especially if she is striving for success in motion pictures. Work and worry about what to wear is one of the crosses attached to a career in pictures for milady. Picture fans, especially women, are so critical of clothes worn in pictures that the slightest incongruity or lack of taste about the wardrobe will incite an avalanche of fan mail about the oversight. Men are not conscious of the details of what a woman wears, although they can sense when she is well dressed and when she is not. But women— well, just let the slightest detail be wrong and they notice it and talk about it. In planning clothes for a new picture, which may require 20 different changes, one has to bear in mind that the production may not be released for several months, during which anything may happen to the prevailing styles. sort of prophetic genius is necessary to plan the wardrobe so that it will not be subject to criticism as being1 out of date. The feminine star must make it a habit to give lots of thought to clothes because if she is not satisfied with what she is wearing she becomes mentally handicapped when it comes to playing a scene. There is more importance than one would imagine in feeling right — feeling that one looks right and is right — when standing before the camera, especially where the female species is concerned. — Leo McCarey MANY HAPPY RETURNS **• Best wishes and congratulation* are extended by THE FILM DAILY to the following members of the industry, who are celebrating their birthdays: February 18 Adolphe Menjou Maury Asher Leslie F. Whelan John F. Goodrich