Inside facts of stage and screen (February 28, 1931)

Page Six INSIDE FACTS OF STAGE AND SCREEN Saturday, February 28, 1931 ACTS S<SlP(§&lAi One Year - Published Every Saturday - $4.00 Foreign $5.00 Advertising Rates on Application Established 1924 As a weekly publication : Entered as Second Class Matter, April 29, 1927, at the Post Office at Los Angeles, California, under the Act of March 3, 1879. Published by INSIDE FACTS PUBLISHING CO., LTD. 230 Bank of Hollywood Building, Hollywood, Calif. Telephone HEmpstead 8797 Downtown Office: 809 Warner Bros. Downtown Theatre Building JACK JOSEPHS President and Editor Vol. XIII . Saturday, February 28, 1931 No. 7 SEEKING STIR FOR Arthur Greville Collins has bought “Fish Got To Swim,” a new ' comedy drama by Bernard Schubert. The play was originally purchased by William LeBaron for R-K-O during the time that the studio contemplated crashing the legit with a series of productions at the Mason. The play calls for a male star, and Collins is at present negotiat- ing with a big New York name for the part. As soon as the star is definitely set. he will beginning casting other roles in Los Angeles. The opening is slated for Easter week at the Columbia Theatre in San Francisco, with the L. A. showing to follow. Collins plans to take the new pop comedy to New York in September. Why certain civic or fraternal organizations persist in tak- ing advantage of the usual good nature of theatrical people is something to be pondered upon. The thought is brought to mind by the recent request of the Kiwanis Club for the Pantages Orchestra to play gratis at one of their gatherings. The Musicians-’ Union denied the request this time, and it’s a precedent that is well worth following in unbroken train. Entertainment is bread-and-butter to show people, and when some Glorified Good Fellowship Club asks for it free, it is cheap, tawdry and absolutely without warrant. The rate for entertainment is so much per hour, and there’s no reason why the Kiwanis. the Optimists, the Breakfast Club or what have you should he so beatified that thev are above the usual tax paid by “lesser"’ members of the public. KING HELD OVER SEATTLE. Feb. 27. — Hermie King will appear at the Seattle Paramount for one month’s ex- tended stay. Hermie has proved such an attraction that Mgr. Ben- der obtained permission from A. M. Bowles to hold him over. King opens at the Fox Oakland, March 19th. MISS DAILEY ARRIVES Allan Dailey playing in stock at the Texas Grand Theatre, El Paso, is now a family man. A daughter, Patricia Mary was born on Febru- ary 20. TO START DANCING SAN FRANCISCO, Feb. 26.— Loew’s Warfield will inaugurate stage contest dancing at its Sat- urday midnight matinees begin- ning this week. OPENS SONG OFFICES OAKLAND, Feb. 19—-Charles Midgley has opened office on Rose- mount Road for the purpose of as- sisting songwriters in preparing their melodies and lyrics for copy- right and publication. Midgley, well known, as . a composer, most recently was with Paramount stu- dios as an arranger and composer. HOTEL RECENT Hates $2.00 per Bay XJ« 6182 Hollywood Blvd. Conveniently located in the center of Hollywood’s business and theatrical district, The Re- gent has gained much favor with visitors to this famous city. The hotel is also within easy reach of all the important studios and only twenty min- utes from the seashore and beaches. Every Room with Private Bath Located across from Pantages Theatre Special Professional Hates HOLLYWOOD GARDENS HOLLYWOOD (Reviewed Feb. 241 With Sol Barker in as the new director and manager, and an ag- gregation of red hot rhythmers in the persons of the 10-piece Brown- Davenport Orchestra, this Holly- wood dance spot is rapidly building up a steady business of excellent boxoffice merit. Judging by remarks on the night when this reviewer caught the pro- ceedings, the steadies at the place are plenty loyal, and newcomers to the Gardens are flowing in. Barker, who was formerly man- ager at the A ,r enice Ballroom for the Abbot Kinney Company, has just returned from an eastern swing, chock full of ideas. He made a survey of successful ballrooms in New York, Chicago, Philadelphia and Atlantic City to see what new ideas might be ripe for the pluck- ing, and upon his return he lauched a program of novelty and drawing stunts that look sure-fire at this writing. His first move was to bring in the Brown-Davenport group, and these ten boys include class special- ists as well as plenty of that sort of rhythm' that just makes the feet move. A cornet specialty and some duetting and soloing went over big on the night of the review. Marching under the slogan of “The Power of Rhythm,” Barker has announced a series of special nights, every night of the week be- ing dedicated to something differ- ent. Monday is Waltz Contest Night, Tuesday is a Fox Trot Con- test, Wednesday ,is a Novelty Mus- ical Night, Thursday is a so-called Lalapaluza Run Feast, Friday is Collegiate Contest Night, and Sat- urday is Paris Night Life Night. Policy of matinees, which are held every Saturday from 2 to 5 p. m., is 25 cents admission with no charge for dancing. Night pol- icy is free admission and a 5-cent charge for dancing. Charge for loges is 50 cents. The Gardens joined the craze when the miniature golf fad was on but, like most of the rest of them, it took the bumps. The place has been completely renovated and redecorated for its ret u r n to dancing, and is one of the classiest spots in town for coziness and that- place-to-spend-an-evening. Sammy. NEW F-M SPOT F. and M. have put presentations into the Fox-Bakersfield on the last half of the week, starting this week. Murray Peck is m. c. and Earl Keates is booking the house.’ THE TALK OE HOLLYWOOD Special for This Month Only Permanent $ g 0OO Wave far CALL OR PHONE FOR APPOINTMENT 5531 HOLLYWOOD BLVD. GRanite 5676 Mae Me Erans Permanent Waring Shop By JAY PERRY SILVEY San Francisco Office, INSIDE. FACTS IN THINKING EXPLOITATION DON'T FORGET THAT YOUR DUTIES DO NOT END WITH MERELY ADVERTISING AND SELL- ING YOUR PICTURE. A GREAT DEAL DEPENDS ON YOUR PA- TRONS’ RECEPTION AT YOUR THEATRE; THE GENERAL APPEAR- ANCE OF THE HOUSE; THE COURTESIES SHOWN, IF ANY; THE SCREEN ITSELF AND THE SOUND; AND THE HUNDRED AND ONE OTHER DETAILS THAT MAKE THE THEATRE A PLEASURE TO ATTND. A PATRON WILL USUALLY LEAVE THE HOUSE MORE OR LESS PLEASED, EVEN IF THE PROGRAM IS NOT OUITE UP TO SNUFF, IF PROPRIETY IS SHOWN IN THE ACTUAL CONDUCT OF THE THEATRE. GRANTED THAT YOUR DOORMAN MAY FEEL THE NEED OF CONVERSATION AND WISH TO TALK TO THE CASHIER, AND PERHAPS THE CASHIER IS IN A BAD MOOD; BUT THIS IS AN EXCELLENT METHOD OF SENDING OUT A DIS- GRUNTLED AUDIENCE. SEE THAT YOUR STAFF SHOWS REAL COURTESY TO YOUR PATRONS, EVEN TO THE EXTENT OF GOING OUT OF THEIR WAY TO PLEASE. The Cimarron Land Rush is now an institution throughout the na- tion in all spots where this great epic is being shown. And Jack Gross and Emil Umann of the S. F. Orpheum didn’t overlook this bet. The tie-up was effected with three outside concerns—a furniture store, a stage line and a realty firm. Con- testants must register at one of the firms or at the theatre. The rush starts from the theatre with the fin- ishing point at the realtor’s prop- erty. Here the realtor has a num- ber of lots staked out and design nated, that are given gratis to the fortunate ones. .Starting from a line at the sound of the gun, the first on the designated lots are the lucky new owners of the property. A se- ries of prizes are offered in addition to the most antiquated vehicles used in traveling to the property and to the most picturesque costumes in keeping with the “Cimarron” pic- ture. The stage company takes care of the overflow without vehicles of their own. The furniture company' also issues a few prizes. All in all it is a great idea and a lot of fun for ali concerned to say nothing of the advertising value. Spier Scores For “Little Caesar” at the S. F. paramount, Dick Spier splurged on quantities of exploitational effects. The libraries and book stores were covered thoroughly with an attrac- tive book-mark tying the book to the picture. A throwaway of the same size and shape as the motor- ists’ boon — a parking tag — were showered throughout the metropoli- tan district in parked autos, copy on both sides calling attention to the feature and the star lead off with a bold-faced type Warning. If any- thing will get attention from a mo- torist, it is the police ticket gag, but care must be shown to avoid leaving a bad taste in said driver’s mouth. People often react unfavor- ably to the sight of a tag and will refuse to bother with the copy if sufficient nettled. A miniature "tab- loid extra was strewn about, too, with a screamline heading, “Gang War Begins.” This was but part of the complete campaign which in- cluded window easels, billboards, ra- dio and, of' course, the newspapers. Heralds While heralds were probably used successfully in the days when Moses was parting the Red Sea, favorable mention may be given by this de- partment to one issued by the Co- lumbia Theatre for Walker White- side’s “Chinese Bungalow.” The en- tire layout is very attractive, start- ing with page one which is a white on black with a photo of White- side and a line cut of said bungalow gracing the page over the theatre and selling copy. And the copy is kept down, which is a point in it- self. The inside spread is a series of drawings of Whiteside in his various Oriental characterizations while the back cover tells the story of the show. One of the best sell- ing spots is the minimum of copy, which shows remarkable restraint on the part of the originator, who is nameless. Candy Hook-ups Candy and gum concerns are often advantageously tied to in sell- ing an attraction. Numerous cases of this come to mind. On “Sew Moon” there was a bar of the safne name for sale at all stores as also with “Amos and Andy,” A couple of mints in a cellophane envelope with appropriate theatre copy can he distributed to diners at almost all cafes and restaurants by the hos- telry management at small cost. Gum, a national and inexpensive American commodity, can be re- labeled effectively, It is not advis- able to use the kids on this distribu- tion, naturally, as they are notori- ous for their . leanings toward sweets. Roesch Busy George Roesch, Fox assistant di- visional advertising; took time out to help Jack Ryan open the new Fox Senator at Vallejo. And did he do things up right? Vallejo has three papers, and Roesch blossomed out with a total of 2 cooperative pages in the three for the premiere. Which is a whale of a lot of adver- tising for any town, large or small. This will probably confirm the. be- lief that Ryan owns an interest in the Vallejo news-sheets. Or at least knows where the body is buried. 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