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Small Towns As Critical As Cities
'THE provincial attitude toward A the theater, once associated exclusively with rural communities and small towns, no longer manifests itself there; while, on the contrary, the larger cities exhibit quite as much naivete toward drama and theater folk as the "tank towns" ever did. The lesser centers of population are quite as critical of the motion picture today as their metropolitan neighbors ever were, and it is equally true that there is a surprising want of discrimination among the fans of the large cities. It is no longer profitable to exploit the small towns with inferior pictures. The demands there are for the most sophisticated and modern productions.
— Richard Wallace • ♦ *
Serials Belong
In Neighborhood Houses
CERIALS are "box office" for J the neighborhood theaters but not for the major houses. That's the verdict of Syracuse exhibition, based upon the experience of the past few months. Patrons of the down town theaters are too sophisticated in their amusement tastes to accept the chapter plays, but in the ward houses the youngsters are eating 'em up and yelling for more. Providing, if anything, that kids are still kids. Neighborhood exhibitors report that the serials are chiefly responsible for their successful opposition to the special children's matinees run down town by the majors. One answer is that the outlying houses permit the kids to hiss the villain and cheer the hero, practices verboten down town.
— Chester B. Bahn, Syracuse Herald
TEN YEARS AGO TO-DAY
IN
Sigmund Lubin leaves for Europe where he expects to perfect important producing combine.
* * *
J. Gordon Edwards to produce for
Fox in Europe.
• * *
Harley Knoles, Alliance production chief, returns from England. Denies serious difficulties in company affairs.
• • •SPRING IS in our midst, boys and girls and
we hope you were up bright and early this morn to greet the
fair maid we got our dates mixed, and jumped up Friday
morn at the break of dawn and rushed out to the front
doorstep to greet her and plunked right into the milkman
we have been dodging for a month, who handed us the bill
along with the milluk however, we were not to be de
nied to us, Spring had started on the 20th so to
work with unwonted enthusiasm, gusto and whatnot we
dashed into the home ossif of RKO Pathe and found the
Rooster strutting and crowing all over the place evidently
we were not alone in our belief that Spring was here
the whole gang was springing around like a load of Mexican
jumping beans in rapid succession we flew into the coops
of Lee Marcus, Ned Depinet, Manny Goldstein, A. P. Waxman, C. J. Scollard, E. J. O'Leary, Joe O'Sullivan and Rutgers Neilson they were all in fighting trim, spurred and kicking
up dust and shaking their plumes several of these champs
have lately been recruited from other film barnyards all
have records to crow about and with those 21 promising
features in the new RKO Pathe lineup to go to work on, this
aggregation looks like a winning combination they've
already started to strut their stuff yezzir, Spring is here
and you realize it when you walk in on this bunch
the Rooster has undergone a rejuvenation treatment you
wouldn't know the ole place now
* * | * *
• • • AND THERE was the gink who became a big film
exec, and hired a genealogist to trace his ancestry and the
research developed such surprising things that now the exec is paying him hush-money
• • • AFTER THAT testimonial dinner the Film Center boys gave him, "Zip," the odd-job man known to everybody on the Film Curb, feels that he owes it to his public to appear and give everybody a thrill he has sent us a series of photographs, intended to show him registering the entire series of
human emotions they are captioned respectively Fear,
Happiness, Misery, Anger, Sorrow, Puzzlement but to us
they all show Puzzlement
• • • ANDY KELLEY, feature writer for the Washington "Times," wafts this fair bouquet in the general direction of
Emgeem "Trader Horn," say D. C. showmen, was the
best exploited and publicized roadshow picture to hit Washington since 'Birth of a Nation'." them's powerful woids
Andy but happening to know the work that Exploiteer
Chief Billy Ferguson, and his ally, Dewey Bloom, did on the pix in the Capital, we know this praise must be deserved
• • • RALPH STITT of the Rivoli blurbed that in translating "The Front Page" from the stage to the screen, they had soft pedaled on the lurid, pungent phrases to avoid censorship,
and still retained the PUNCH as big as ever it sounded
exaggerated to us but after seeing the pix, we're convinced Ralph understated, if anything oh, boy, wot a
Wallop! Lillian Bleeker, sec to Max Fleischer, is motoring to Miami in a baby Lincoln and it ain't no cartoon
car. either It costs nothing, but buys much it is
born in an instant, but lives forever it means as much to
the film exec as it does to the ossif boy A Kind Word
Moral to Ossif Boys: Give the Film Exec a kind word,
once in a while
Lucky Coupon Wins Refrigerator
THE idea of giving away an electric refrigerator to the holder of a lucky coupon, tried out at the Playhouse in Ridgewood, N. J., has proved so excellent a box-office stunt that it is likely to be widely copied. Manager Costa arranged with a furniture house for the electric refrigerator. The contest ran for a week, during which time, "Little Caesar," "Divorce Among Friends" and "Outward Bound" were the bills.
— Playhouse, Ridgewood, N. J.
Comedy Stunt Gets a Play
AMONG the means taken by the management of the Regent in Springfield, Ohio, to awaken interest in "Sit Tight," was the distribution of what appeared to be a doctor's prescription, a small dried pea the size of an ordinary pill accompanying it. The "prescription" advised its possessor to take the pill in a tub full of fervent water and then rush madly to the theater, disregarding traffic signals, and meet Dr. Winnie and Jojo the tiger. The "prescription" was signed by "Dr. Bunkem." The stunt had the merit of putting people in good humor.
— Regent, Springfield, Ohio
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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:
March 21-22
James Ford Sam Hardy W. S. Van Dyke Edward Cronjager Sidney Franklin
Henry Hobart Bernice Claire Carmelita Geraghty