Harrison's Reports (1931)

Entered as second-class matter January 4, 1921, at the post office at New York, New York, under the act of March 3, 1879. Harrison’s Reports Yearly Subscription Rates: United States $15.00 U. S. Insular Possessions. . 16.00 Canada, Alaska 16.00 Mexico, Spain, Cuba 16.00 Great Britain, New Zealand 16.00 Other Foreign Countries.. 17.50 35c a Copy 1440 BROADWAY New York, N. Y. A Motion Picture Reviewing Service by a Former Exhibitor Devoted Exclusively to the Interests of Exhibitors Its Editorial Policy: No Problem Too Big for Its Editorial Columns, if It is to Benefit the Exhibitor. Published Weekly by P. S. HARRISON Editor and Publisher Established July 1, 1919 Tel. : Pennsylvania 7649 Cable Address : Harreports ( Bentley Code) A REVIEWING SERVICE FREE FROM THE INFLUENCE OF FILM ADVERTISING Vol. XIII SATURDAY, FEBRUARY 28, 1931 No. 9 DOES IT PAY TO ADVERTISE? The Paramount picture, “It Pays to Advertise,” is nothing but a billboard of immense size. I have not been able to count all the nationally advertised articles that are spoken of by the characters; but some of them are the following: Boston Garters, Arrow Collars, Manhattan Shirts, Colgate Cream, Gillette Razors, B. V. D.’s, Hart, Shaeffner & Marx clothes, Listerine, Victor phonographs, Murad cigarettes, Florsheim shoes, Dobbs hats, Forhans toothpaste, and others. But the most subtle thing is the brand. “13 Soap. Unlucky for Dirt.” A trade mark such as this does not, of course, exist ; but I understand that Paramount has made the picture for the purpose of making a trade mark out of it. My information is to the effect that Colgate has offered $250,000 for it, and that Paramount is asking $500,000. I understand, in fact, that Paramount has decided to make a regular business out of creating trade marks and then selling them. In "No Limit,” there is mention of Lord & Taylor, the famous department store in this city. I have been informed that Publix has closed a contract with India Tea Growers Association, Texas Oil Company, and other concerns, and that it is soon to have shorts advertising Lysol. Warner Bros, has closed a contract to advertise Listerine. At the Strand Theatre, New York, this week, they are showing a short called “Graduation Day in Bugland,” which is an advertisement for Listerine. At the conclusion of this short, when the name of Listerine was flashed on the screen, there was a hum of disapproval throughout the audience. The feature picture on the same program is “Father’s Son.” In this picture they advertise several nationally known magazines, namely : Literary Digest, Forbes, Review of Reviezvs, the National Geographic Magazine, the Magazine of Wall Street, and others. Vitaphone Varieties contain in the introductory titles an advertisement for Brunswick. Metro-Goldwyn-Mayer, too, has decided to go into the advertising reel business. In “The Easiest Way,” two magazines are advertised, Photoplay, and American Weekly. The industry today presents the sad appearance of a dearth of men with real brains. There is not one of the old guard who has risen to the occasion; has realized that the industry is being wrecked by this advertising orgy. Some of these days the picture-going public will revolt and will throw rotten tomatoes on the screen in retaliation, ruining thousands of dollars worth of property. We shall inevitably come to this, unless the leaders of the industry see the precipice that lies ahead of them. To prove to you how hostile are the picture-goers to advertising, open or subtle, let me call your attention to the fact that, in the RKO Special, “Cimarron,” which is shown at the Globe, this city, as a roadshow, the name “Texaco" appears on a truck in the scenes that depict an oil field. When this part of the picture is shown, the audience hums disapprovingly, in the same way as they have done at the Strand. A friend of mine, who saw the picture the other day, told me that he had heard those around him say: “Ha-a-a-a! That’s an ad! Every picture has an ad nowadays !” And RKO has not received any money for it, as I have been informed reliably ; it has been used only for atmosphere. But the public are so tired of subtle advertisements in pictures that they are now disapproving everything that looks like a paid advertisement. _ It should be an education if the leaders of the motion picture industry go to these theatres to get the reaction of the public: they should save millions of dollars, for unless they discontinue the practice the box office receipts will dwindle to such a point that what profits they make out of the advertising reels and the subtle advertisements that are put into the features as well as the shorts will not make up the losses. Many of them point out to the radio ; they say that the public has become accustomed to it and do not protest. This is not so ; they protest, by shutting oil the radio or by switching to some other station. But even if it were not so, the motion picture industry cannot be compared with the radio. The public are lenient toward radio because, although the radio entertainment costs thousands of dollars, they get it free; but they pay an admission price to see motion pictures. This paper will advise its subscribers and all independent exhibitors to keep their screens clean of advertisements of this kind; they should feel proud of them. There was a time when big producers felt proud of their screens, too, but the circuit idea has warped their minds to the point of permitting a change of policy. Two years ago, who would have believed that the Paramount Theatre would turn its screen into a billboard? As you were advised in last week's issue, you should inform the distributors from whom you have bought film that you forbid them to use your screen to show commercial advertisements on, and that, in case they should “post bills” on your screen, you would invoke the Bill Posting Law, and in addition you will sue them for damages for “trespassing on your property,” or for appropriating your property without your permission. Remember that there is a Bill Posting Law in every state, protecting the rights of property owners ; if any one should paste a poster on a fence, or board, or building on which there is a sign reading, “Post No Bills,” the consequences are serious. The same should hold true of your screen. AGAIN ABOUT MGM’S “THE LUCKY SEVEN” In last week’s issue I told you that “The Easiest Way,” one of “The Lucky Seven” Metro-GoldwynMayer Distributing Corporation is offering to you in place of the seven pictures it has decided to drop from its production schedule, is of mediocre quality. “Dance Fools, Dance!” is scheduled for a run in this city shortly — perhaps in a week or so. “Among the Married” was finished, according to The Hollywood Filmograph, January 24. It is the old Vincent Lawrence stage play, which deals with married people, who exchange husbands and wives. The dialogue is supposed to be clever. Production of “Shipmates” and of “Stepping Out” were started January 31; they ought to have been finished by this time. If so, it will not be long before they are shown in this territory. “Stepping Out” deals with two married couples, each of whom had been married for sixteen years. The wives decide to go away on a vacation. As they had forgotten one of their valises, they return home and find their husbands having a great time with two gold-diggers. Elmer Harris is credited as the author. “Shipmates” is being produced with the star announced— Robert Montgomery. It is a sort of “Midshipmen,” the picture in which Ramon Novarro starred. Malcolm Stuart Boylan wrote the story. “Lullaby,” which is to be founded on the stage play by Edward Knoblock, has not yet been put into production. It would be well if it were never produced, for it was a demoralizing play. It is the story of a middle-aged harlot, who plies her trade in North Africa. ( Continued on last page )