Fox West Coast Theaters Now (April 16, 1930)

!1 I° p * THEM ALL ... IT SHAMES THE BEST! WITH SOLLICKING JOHN BOLES World Premiere «.^TA p ?'l 19 DOORS open fjimmiox rZ) World . ^Z/^remier^j SATURDAY APRIL 19 DOORS OPEN II AM It COST A MlLLIOn,-/ AND WORTH EVERY DIME/ Here is splendor...here is the magnificence that is Holly- wood...here is lavish spectacle ...the daring to be original... to stun with ideas...here...and only here...is a production that shames the best... pLi Fat...Funny... Melodious . .. PAUL Whiteman k f. V* l_|. Ilf n I His world famous Band... and Stars...Stars...Stars ^ JOHN BOLES JEANNETTE LOFF Wps/M LAURA LA PLANTE MYRNA KENNEDY SHI GLENN TRYON WafcSl. KATHRYN ■ CRAWFORD I GRACE HAYES ' WILLIAM KENT TWIN SISTERS G NELL O'DAY and 500 OTHERS Mat No. 101 • EVERY cut on this page is avail- able in mat form. Order by num- ber from Los Angeles office. These are all two-column lay-outs. Black backgrounds predominate in all ads. Mat No. 102 • Let’s get this straight . . I’ve seen a lot of pictures . . I’ve never seen a more glor- ious spectacle than the Uni- versal production of Paul Whiteman in The King of Jazz. That’s just it . . spectacle; we’ve got to add, in our adver- tising, the entertainment the picture has . . which the title, the star and the cast does not indicate. There is no dodging the fact that The King of Jazz is a re- vue . . and right now—revues, in the theatre taste, are bitter. Do not . . in any way . . use the word “revue” in your copy. As a word, “jazz” died years ago. “Syncopation” died with it. The only excuse for “jazz” being in the title . . is White- man,—for with Whiteman, the word “jazz” was created. Whiteman is an institution . . no other orchestra leader ever compared with him . . probably none ever will. Whiteman is in- ternational . . he is small town and big city and yet . . to me —the picture, the glory of the thing, the entertainment, the cast, the production . . is big- ger than Whiteman. selling copy 9 I THINK it has been our ex- perience . . in selling pictures —that the person that comes to the screen from outside of the movies . . is a dud on their first venture. This was true with a half dozen well-known stage stars . . there is a chance that it may be true with Whiteman . . that’s why I say—smother Whiteman, the title of the pic- ture . . with the entertainment that is in the picture itself. Read the copy in the attached ads . . We’ve tried to keep away from bromides . . adjectives . . superlatives—on the contrary . . we’ve tried to give them selling copy. We’ve tried to get it away from The usual run of sales argument—we’ve intro- duced, we think, a new angle in the way we’ve handled “cost a million and worth every dime” . . “The most talked about pic- ture in history.” Not the lines themselves . . but the thought behind them. girl appeal # Get Girls into your appeal with this attraction. The mere announcement, in towns where Whiteman has played, of “Paul Whiteman in The King of Jazz,” may infer that Whiteman, in person, is again appearing at the theatre with his orchestra. John Boles should be an im- portant figure in your campaign . . Boles made good in Rio Rita and he should repeat in this one. His two big numbers are Dawn of the Day and Monte- rey. Boles is a Victor recording artist. • ColulMbia Phonograph Company will play ball with you in the exploiting of Whiteman—they have all the song and music hits of the pro- duction. Get in touch with your merchant who handles this line . . in the cities . . . contact with the Columbia agency. Follow through with the cast in this picture . . each has a fol- lowing . . give them all a break. iNOTE title has been played above Whiteman’s name. Reason for this is explained in text matter on this page. Bear this in mind when creating your ads. # BALLOONS . . Fred Cruise. manager of the Fox CRITER- ION, in L. A,, where the pic- Mat No. 103