The Film Daily (1936)

20 DAILV Friday, Dec. 11, 193; TIMELY TOPICS EXPLOITETTES Effect of Spain's Civil Wor on Film Business CPAIN is being torn by the unspeakable horrors of Civil War. Yet in the midst of the holocaust her kinemas are open — there are even long runs of successful films— and newspapers advertise them exactly as a few short weeks ago, when the country was at peace. The fact is there is no country in the world in which the people are so movie-mad as in Spain. In normal times — and. it must be remembered, however, times are normal in Spain, the country is rarely free from political and social disturbance — the Spaniard will have his amusement at all costs. Today there is no type of entertainment in Spain which can vie with the kinema. It has been asserted that as a national amusement it has ousted the bullfight. The theater, once the glory of Spain, has fallen into such decadence that it hardly counts. There are some 2,500 kinemas in Spain, forty of which are in Madrid alone, six being news or partly news halls. In addition, it is not infrequent for an ordinary theater with a run of ill-luck to try and recuperate by going over to movies. Most of the kinemas are bright and commodious, particularly in Madrid. Performances, like everything else in Madrid, start late. Apart from the two or three theaters running continuous performances from early afternoon, kinemas give two sessions: in winter at 6.30 and 10.30, terminating just before 9 p.m. and 1 a.m. respectively, and in summer they run a quarter of an hour later. Most Spaniards go to the kinema at least once a week, many two or three times, and not a few every day, and this practically throughout the year, for in winter, which can be extremely cold, the halls are well heated, while to attract audiences in the fierce heat of summer most kinemas have refrigerating systems installed, or project in gardens attached to their halls, or on the terraces or roofs of their buildings. Sunday is the favorite day. Nearly 500 films are projected yearly in Spanish kinemas, and this represents the output of many countries. The United States, of course, lead, Germany follows a fair second, and France comes third. English films only occasionally dribble through. National production is still in its infancy, and, apart from the terrible existing circumstances, which will be an enormous set-back, it has heavy uphill work. However, from small beginnings — in 1932 no more than three national films were projected in Spain — it has forged valiantly ahead, and last season saw on the home screens some 40 national productions. The Spaniard is exceedingly proud of his native scenery, customs and manners, and so it is that nearly all successful home productions have concentrated on a background of folklore, bullfights, regional dancing, local custom and religious processions. The Spanish audience is quick to react to what it sees, and applause in approval, or whistling and stamping of feet in disgust, are frequently heard, particularly in news films, for the political situation of the moment has its repercussions. — Gertrude Hartsilver, in Kinematograph Weekly. File B'klyn Fox Plan Plan for reorganization of the Fox Theater and 10-story office building at Flatbush Ave. and Nevins St., Brooklyn, was filed in the U. S. District Court yesterday. The plan provides for the organization of a new company and the sale of the building to the highest bidder at a knockdown figure not less than the outstanding first mortgage 6V2 per cent bonds— $5,650,000. Public Library Tie-up "Libeled Lady" Feature QNE of the highlights of the Libeled Lady" campaign conducted by Milton Harris for Loew's State, Cleveland, campaign was a tie-up arranged with 22 branches of the Cleveland Public Library, with artistic and colorful displays of posters and stills on bulletin boards as well as displays in glass fiames in front of each building. Over 5,000 bookmarks were distributed to patrons at lending libraries of Burroughs Book Stores and in lending libraries of department stores and other book shops along Euclid Avenue; 5,000 blotters were distributed to patrons at principal branches in the Cleveland Trust Company banks; 300 gummed stickers were placed on windows and behind fountains exploiting a "Libeled Lady Sundae" and giving names of cast, theater, and date. These were displayed in all Kresge, Woolworth, McCrory, and Miller chain drug stores. Seventy-five Postal Telegraph messenger boys carried triangular cards on their bikes for a week prior to playdate. A large banner was displayed at League Park during the Baldwin-Wallace Western Reserve football game, and 10,000 score cards, giving names of players of both teams with appropriate United States Universities Stressing Foreign Films University and collegiate interest in foreign films is growing. In Virginia, State Division of M. P. Censorship is expediting examination of French films to meet demands for them. In addition, the University of Virginia is displaying a lively interest in English films. At Richmond, the Sigma Union Literary Fraternity and the Bryn Mawr Club are uniting to sponsor French films. In Portland, Ore., Reed College will start weekly presentation of foreign product Jan. 7, student committee selecting "Brothers Karamazov" for the first program. In Oberlin, O., Jerry Steel of the Apollo theater has tied up with the French department of Oberlin College to present a series of French pictures. State Job for Clark? Philadelphia — Jim Clark of the Horlacker Delivery Service is being mentioned as a likely appointment to the Delaware River Bridge Commission. He is active in political affairs in this city. Kittanning, Pa., House Is Purchased by Dipson Kittanning, Pa. — The Dipson Theatrical Enterprises, Inc., acquired the Lyceum Theater here from its veteran owner, Dominick Serrao. The deal was consummated last week by N. D. Dipson of Batavia, N. Y., president of the circuit which operates some 20 theaters in Pennsylvania, New York, Ohio and West Virginia. The Lyceum will continue to operate as a first-run house. Serrao, an independent exhibitor for 15 years, stated he has no definite plans for the future. Arthur Johnston to Wed West Coast Bureau of THE FILM DAILY Los Angeles — Arthur Johnston, film song writer, and Loretta Sayres, former actress, plan to be married during Christmas holidays. Johnston says ceremony may take place at Miss Sayres' family home in Larchmont, N. Y. copy concerning "Libeled Lady" were distributed. The Mayfair Theater Restaurant and night club placed its own small cards at tables reading "This table reserved for 'The Libeled Lady.' " Three thousand hangers were placed on mouthpieces of public pay station phones by special permission of Ohio Bell Telephone Co. Over 10,000 tabloid newspaper heralds were distributed from home to home; 8,000 special heralds were inserted in Liberty Magazine and distributed from heme to home; 10,000 one-page heralds were distributed by Firestone employees to all patrons visiting service stations; 5,000 heralds were distributed from office to office by attractive young ladies and also inserted on windshields of parked autos in downtown Cleveland; 10,000 heralds distributed to passengers on Greyhound Bus Lines; 5,000 special heralds were distributed at fights and wrestling matches at Armory and Public Hall. A radio contest was arranged, with guest tickets awarded to listeners guessing names of melodies played by a studio orchestra. Silk badges were worn by 500 clerks and soda fountain attendants and waitresses with copy on the picture. — Loew's State, Cleveland. , Landers' Campaign For "In His Steps" J^ STRIKING example of how | theater advertising and publicity may be built to merge the j various units into one compact, 1 ticket-selling campaign is that I prepared by George E. Landers, | manager of E. M. Loew's Theater, Hartford, Conn., on Grand National's "In His Steps." ] Starting two weeks in advance, ] a special lobby display was ar I ranged including a booth where J copies of the book "In His Steps" was placed on sale. Ush | ers wore sashes bearing the title. A special trailer was also shown followed by the regular trailer one week later. Eleven days before the opening, 5,000 heralds were inserted in the then current issue of Liberty Magazine which carried an article by Charles M. Sheldon, author of "In His Steps." Ten days in advance, 200 one-sheets were posted in store windows around town. One week before opening date 200 half-sheets and 500 window cards were posted; 5,000 book marks were distributed to branch libraries; 10,000 heralds were distributed house to house. — Loew's, Hartford. ' I w .