The Film Daily (1931)

Friday, June 12, 1931 \ Clearing House for Tabloid Exploitation Ideas \\ in (low Displays On -Trader Horn" W/IXIX >\V displays were cmployed in a campaign used iM Elmer Heins, manager of the American, Roanoke, Va., to put over "Trader Horn." Heins obtained cooperation of two merchants and •secured excellent window displays. One display was on an Edwina Booth Catalina Swim Suit tie-up, and the store had an artist make a seashore background displaying swim -nit and special pictures of Miss th in addition to scenes from the picture and an announcement card. In the other window Hems obtained a large display on hooks with a special hackground which included stills from the picture and window cards. — American, Roanoke, Va. Mystery Contest For Radio T . (*. WORLEY, manager of the Palace, Peoria, 111., inincluded a radio tie-up in his showing of "Trader Horn." Worley arranged with radio station UMBO for a "Trader Horn" Mystery Number hroadcast which ran for five days. Each day for five minutes, both in the morning and evening, a number of musical selections were played. Contestants were requested to write in and identify the mystery numbers played In the orchestra, and winner^ were presented with either a photograph of Edwina Booth, heroine of "Trader Horn" or a ticket to the picture. — Palace, Peoria, III. Approximately 150 feature films will be produced in French studios this season. • • • WHILE SOME big film execs are always weeping into their lunch wondering wotin'ell they can do to put pep into their organizashe other execs in other outfits are Showing 'Em the Way f'r instance Arkayo a happy gang from office boy to head man a bunch that's always steamed up and going some place with a Definite Purpose and the explanation isn't hard to find for a guy is reasonably sure of his job in this aggregation if he attends to it and it isn't necessary for him to worry about stepping on anybody's toes in a political way for in an outfit where they don't tolerate gents with political toes a mugg can walk around the office freely and keep his mind 100 per cent on his work and with the big chief Hiram S. Brown declaring that the pay envelopes are going to remain INTACT that serves to keep a gent's heart in his job and he doesn't spend a big proportion of his working day figuring out the family budget wondering how the home folks are gonna get by with a big gob bitten out of his bread-andbutter * * * * • • • AND JUST by way of indicating that the personnel appreciates the pronouncement from their chief what docs tln\ Arkayo gang do? why, they've already figured out a plan to reduce the overhead in every individual department with intelligent prunings and shavings all along the line a dollar here and a dollar there which in the aggregate at the end of the year will amount to more than any salary cuts could accomplish so the savings will he attained the morale maintained and everybody's extremely happy and if you think this is the ole applesauce just talk to Hy Daab Jack Hess "Bo" Dowling Charlie Rosenzweig Mark Luescher Jules Levy "Emo" Orowitz and every other department head in the Arkayo lineup when you talk to 'em, you realize that what they say comes From the Heart why, they even give us trade paper muggs a Hearty Welcome and don't treat us as if we were a Necessary Evil * * * * • • • MEBBE WE have never given musicians a proper break mebbe it's because once upon a time a saxophone player next door made so much noise we couldn't hear the gal's old man turn the key in the hall door as he entered unexpectedly you know how it is anyway, these slight incidents stick in your memory and make you form likes and dislikes to musicians in general and other things but in spite of it all right here we're breaking down for Milton Schwarzwald who through his excellent knowledge of music and men has advanced from general director of R-K-0 theater orchestras to the head man of all Arkayo radio broadcasts J. H Turner, who formerly handled the radio end, saw in Schwarzwald that rare combination a shrewd executive as well as an accomplished musician so Mister Turner w^~ has plenty to do anyway turned over the job to Milt and he doesn't have to worry about it, either • • • MIKE OTOOLE, sec of the M.P.T.O.A., was in Washington the other day with his daughter, Helen to see his son Kenneth graduate from Georgetown as an M.D and that guy. Joe Hummell, of Warners, is lining out the Big fish stories following his efforts at Rockland Lake F. E Kelingbury, manager of the Paramount at Plainfield, X. 1.. is ifsing the lounge of this ritzy house for bridge and oilier "card games and getting a play from all the haute monde in 'own and times are so tough that assistant directors are hoarding their breath, and instead of saying "Yes," merelv nod their heads TIMELY TOPICS A Digest of Current Opinions € Do Newspapers Give Films An Even Break? J-^ECENTLY this publicatiod called attention to the lack] of proportion between the space bought by motion picture theaters and publicity given as pared with other forms of entertainment and sport. In this connection a tabulation recently prepared by the Fox West Coast) Circuit is interesting in that it represents practically the country-wide reaction of newspapers to its advertisers. One chart shows that one inch of space in all of the Los Angeles news' papers would cost $19.57 if paid at the rate charged for financial advertising and $26.04 if charged at regular commercial rate. In consideration of the additional publicity given the theaters, the rate is $33.81. Only one classification exceeds this charge. That is for political advertising. In a given week there were 5.750 linos of financial advertising for which the newspapers paid 182,000 lines of publicity. Sports advertisers took less than 500 inches and received 14,500 inches of free publicity. The automotive industry took 3,500 inches and got 2,000 inches free. Motion picture advertisers got merely an even break; the paid space and the publicity running about 7.000 inches each. In many sections the proportion is less than an even break. This does not mean house publicity, hut the entire mention of motion pictures, very little of which directly benefits any single house. Why continue to tolerate this unfair situation? — Jay Emanuel Many Happy Returns « « « » » » gest wishes and congratulations are extended by THE FILM DAILY to the following members of the industry, who are celebrating their birthdays: June 12 William Austin Ann Rork Victor D. Voyda