The Film Daily (1932)

Wednesday, Nov. 23, 1932 THE U. A. REJECTS NEW PACT; M-G-M WILL APPROVE IT (Continued from Page 1) companies. Both Lichtman and Feist have notified M. A. Lightman and Abram F. Myers accordingly. "United Artists prefers to run its own business in its own way," declared Lichtman, who said he expects to attend the New York exhibitor mass meeting Dec. 1. RKO Films to be Nucleus In Radio City House, Roxy (Continued from Page 1) Moritz. "Our policy will be so arranged that we will not be forced to run any pictures that we do not actually want," said Roxy. The theater will be equipped with regular and large size screens and will have an orchestra of forty-five. Admission prices will range from 40 cents to $1.50 with the orchestra floor at 83 cents. Leon Leonidoff will head the production department and Russell Markert, director of the Roxyettes, will have charge of precision dancing. Trans-Lux Franchises For Outside New York (Continued from Page 1) sire to operate houses similar to the two it now runs in New York City. The Trans-Lux theater on Madison Ave., will not be enlarged, as in the case of the Broadway house, owing to lack of available space. Policy of the Broadway house provides for a newsreel comprising clips from three reels, a cartoon, a travelogue or scenic in a single reel and a two-reel comedy. This represents the average planned bill. Warner Bros, to Extend Wm. Goldman's Contract (Continued from Page 1) which were already denied in The Film Daily of Nov. 16 after they first reached New York, Bernard says that Goldman's record, both as an individual and operator, has been such as to meet with the entire approval of the New York executive staff. David (Skip) Weshner, Warner theater executive, joined Bernhard in condemning the rumors, which were laid to malicious sources. Under Goldman's management, the Stanley circuit has become one of the best in the country, declared Weshner BUYS SHORTS FOR TEXAS Syndicate Pictures of Texas has acquired the territorial rights for Emil Velazco's 26 "Organettes." What a Man! Philadelphia — "Crowning" him as the world's champion movie-goer, William Goldman, Stanley-Warner general manager, has presented a large silver plaque to Dr.' Ellwood R. Kirby, who is on the records as seeing as many as five pictures in a day. • • • WHEN A Hollywood director talks about his latest picture and himself that isn't News it's just personal publicity but when he talks about the proper Advertising of pictures in general and focuses attention on some fundamental truths that the motion picture industry has lost sight of that most certainly is News and so we are honored in devoting this column to a big director whose vision and judgment encompass the entire Motion Picture and not just his picture so we present Cecil B. De Mille in this delightful and original role. ....... • • • AS THE father of the Spectacular Picture he was justified in pointing out that the onward march of the industry has been milestoned by Eras in Big Pictures so we speak of the days of "The Birth of A. Nation" "Ben Hur" "The Covered Wagon" "Big Parade" "King of Kings" "Ten Commandments" and now "The Sign of the Cross." • • • THE BIG pictures have carried the industry along setting a standard a vogue something to shoot at till the next Big One came across the screens of the nation and Mister De Mille cited an apt illustration in the Marlin swordfish that great fighter ....... with scores of pilot fish clinging to its massive body which clung to it till it was being hauled up still fighting over the side of the boat thus the Big Pictures have carried the little ones the average product and kept the industry going forward • • • THIS DIRECTOR with Vision insisted that the entire success of the industry is predicated on only two things Pictures, and the Advertising of them everything else is merely incidental whenever we have lost sight of this truism, the film biz has suffered as witness the recent overemphasis of the theater circuits and the return to sanity with Decentralization * * * * • • • THEY TRIED to regiment pictures like beans in a can produced 'em en masse like any factory product advertised and sold them the same way ....... yet every worthy picture has sprung from the creative effort of several minds harmoniously blending their talents and such pictures must be Advertised with the same originality of thought and expertness that entered into their creation • • • SO IT is that Cecil B. De Mille is felicitating himself on having that Advertising Expert John C. Flinn to publicize his latest "The Sign of the Cross" for Mister Flinn agrees with his advertising ideas in these words "It's simply a case of filling the theaters, or closing 'em. That means we must have PICTURES. Then go out and shout about 'em. With advertising space in trade papers and newspapers. And PLENTY of advertising." • • • WE ARE hoping that Mister De Mille will forgive us for only alluding to several of the highlights of his interview one column has its space limitations and this director spills thought-provoking ideas with the same prodigality that he put spectacular scenes in his "Sign of the Cross" but the Paramount thought was "Make Big Pictures — then Advertise them BIG" the Inseparable Twins that must forever LIVE together « « « » » » NEW BODY OF MUSIC MEN TO DICKER ON CONTRACT (Continued from Page 1) lishers. His contract has expired. Pending composition of the music publishers' demands, negotiations towards a music contract are at a standstill. The film producers are in agreement as to their demands. Major Edward Bowes, who is chairman of the film producers' committee, is also acting as referee in event of disputes arising between both sides pending signing of a contract. Fox Studios Are at Peak With 15 Films Under Way (Continued from Page 1) with nine features in work, three being edited and three in preparation. "Cavalcade," "State Fair," "Handle With Care," "Face in the Sky," "Canyon Walls," "Hot Pepper," "Broadway Bad," "Dangerously Yours" and "Infernal Machine" are in production. "Walking Down Broadway," "Robbers' Roost" and "Second Hand Wife" are in the cutting rooms. "Zoo in Budapest," "Paddy-the-Next-BestThing" and "His Majesty's Car" are being prepared. $1,000,000 Sales Drive Is Launched by Monogram (Continued from Page 1) eral sales manager. Cash prizes for winners in the campaign are now being mapped out by Golden. "MLLE. MODISTE" FOR VITA. Sam Sax, Vitaphone chief at the Brooklyn studios, has acquired rights to film Victor Herbert's operetta, "Mile. Modiste," as a tworeeler. Roy Mack will direct, and Bernice Claire may appear in it. "NO MORE ORCHIDS" RELEASE Columbia's "No More Orchids" will be released Nov. 25. The cast is headed by Carole Lombard and Lyle Talbot. ' IT'S NOW COLONEL JACQUES Cincinnati — Stanley C. Jacques, branch manager for RKO, has been commissioned a Colonel by Governor Ruby Lafoon of Kentucky. Nov. 23 Hobart Henley Stephen Roberts Rosetta Duncan