Inside facts of stage and screen (March 21, 1931)

Page Six INSIDE FACTS OF STAGE AND SCREEN Saturday, March 21, 1931 I SIDE FACTS On-e 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 Courting Patriotic Wrath By Jay Perry Silvey A telephone call to our office and the speaker announces that she is a member of the Daughters of the American Revo- lution. 7 hear, she says, “that Alan Mawbray, an Englishman, is to play the part of George Washington in a picture First Na- tional is making.- Haven’t those people any regard whatso- ever tor American ideals and institutions?” S here then follows a one-woman lecture, delivered in hectic phrases, in which the picture industry is taken to severe task for every sin it has committed from inception to date. She finishes with this : ‘But it seems to me that one thing those people would know is that millions of Americans, particularly Patriotic or- ganizations, will be extremely indignant if they use an Eng- lishman in the role of George Washington. “Such a trick certainly will give Europeans a good laugh, appearing, as it does, that when the greatest American of all is to be portrayed, America has to go to England to find any- one worthy of the part. “I am sure that not only will hundreds of people take this action as a direct insult to America and stay away from the picture, but also that First National will become the recipient ot many resolutions of condemnation from Patriotic groups.” _ Getting the first part of the good lady’s lecture pass for 'what it is worth, this last paragraph is spoken in language that producers understand, to-wit: box office. As a matter of fact, George Washington’s forbears came to this country 100 years previous to George’s birth, and hence any argument that Washington’s manners would be English is not tenable. They were those of the Colonial South, which is as close to modern Americanisms , as it is to modern Britishisms. Consequently it would seem foolish for First National to risk any patriotic anger when, it would seem certain, an actor for the part could be found who could establish his legitimate right to be numbered among the 120,000,000 children of the Father of his Country. Also it is our sentiment that the gnod lady of the D. A. R. was quite right in stating that Europeans would get a laugh at that “gauche” America which apparently could not find an actor within its far-flung borders who could play the high-tone gentleman Washington was., London papers, we imagine, would exercise quite a bit of that well-known English wit on the episode. There are enough things about moving pictures which, are ridiculous (Exhibits A and B : “Queer People” and “Once in a Lifetime”) without going out of the way to add to them. By all means let the George Washington of George Arliss’ “Alexander Hamilton” be an American, Mr. Zanuck. Even if good taste means nothing in this hectic era of show business let us have discretion. JOE BRANDT HERE Joe Brandt, president of Colum- bia Pictures, has arrived in Los An- geles to confer with Harry Cohn on the Columbia 1931-32 program, which gets under way immediately. Among story vehicles bought by Columbia are “Via Manhattan,” “The Men In Her Life,” “Pagan Lady,” “Help Yourself to Happi- ness,' “Let’s Get Famous,” and “Guilty Generation." FRONT PAGE” OPENS “The Front Page,” Howard Hughes’ production, will have its world premiere at the Rivoli Thea- tre. New York City, this week. The ■western opening will be early in 'April. NEW MART SHOWS Owing to rentals for concerts, re- citals, etc., the Theatre Mart has not been making any of its own pro- ductions this month. However, com- mencing the first of April, a num- ber of premieres will take place. On April 1 a comedy by Wm. Jefferis will have its first production, enti- tled “The. Mountains Come to the Goldsteins,” featuring Wm. Strauss and Pearl Winters. “Easy Living,” by Madeline Blackmore, will be presented on April 12, and “The Spider’s Web,” by Sada Cowan, on April 20. BUY UNPRODUCED PLAY “Right Court,” an original play by Mark Hollinger and Charles Beachan, has been purchased by stage production. Film Row Cuttings By VI The auction held at the* storage company on Film Row this week was an event that assumed supreme importance with the boys. Blind boxes disclosed an extremely slid- ing scale of values on various pur- chases. Henry Copeland, Universal cashier, drew $350 worth of books for the round sum of $4. That’s certainly a literary scoop. Then there’s Carb(K C.) Manny, theatre owner, whose investment may cause him to change his line of business. His box contained the wherewithal for a very nice start in the account- ing business. F’rinstance: A set of files therein contained might come in handy, or those 15 lovely ledgers, or that choice assortment of cor- poration seals could be made to pay dividends on his investment, that is if they’re properly used. But just who is it that went for the hot dog stand? 23. F. Robinson had to take a few days off this week for a battle with the flu. He's back at his Fox city salesman’s desk with a slightly hoarse voice but otherwise okay again. Finlay Benson, United Artists branch manager is on the job again, too, after a siege of illness. He says he’s glad he’s back, and so is every- body else, so that makes it unani- mous. A1 I.ichtman, general sales man- ager, is in Los Angeles, for a week or ten days conferring with officials on U. A’s forthcoming production schedule. Another LI. A. representative to arrive this week was L. J.' Slafer. district manager. He's been attend- ing a series of sales meetings of district managers in New York. The effectiveness of theatrical exploitation depends upon the novelty of its appeal to your prospective audience, and the manner in which it blends with the type of entertainment. To explain in the roughest possible manner, a parade of cars is not the best selling idea in the world for a sea picture. Try and fit your advertising to the type of entertainment offered and do npt overdo it. When the novelty has worn off, scrap it and do it quickly. And do not cheapen a stunt because doing it right would mean a trifle greater expenditure. Because a gag has been used at some previous time though is no criterion. Some of the best exploitation stunts ever pulled have been gags yanked out of the dim past, cleaned and reno- vated, and put to work again to results far better than the original idea. Class an attraction’s appeal and then reach that particular.class of patron. A notable example of class sell-^ : ing is found in the recent* Warner Bros, release, “Outward Bound.” George Riley of the San Francisco A. pair o.f rebellious tonsils and an infected throat are causing Art Kalleh, Universal booker, to do his, stuff in pantomime for a few days. Harold Whitman is acting as in terpreter. Phil Winestefn, formerly with Co- lumbia, is down from San Francisco giving the Row a couple of once- overs L. K. Tillman, western division manager for Columbia, is attending a meeting in San Francisco. J. W. MaciFarlane of the Disney Studios, whose products are distributed through Columbia, is among those present at the meeting. After a trip in the western terri- tory where he has been selling the- atre display signs. Jackie Carruthers is taking it easy wandering about the Row. Co-operative Exchangers- releas- ing a new series of shorts called Cartoon Tips. James Dickie, car- toonist, shows the fans how to draw and the novelty angle is putting the series over especially well. The RKiO-Pathe sales convention has been definitely scheduled to take place at the Drake Hotel, Chi- cago, April 20-22. Exchange man- agers and leading salesmen of vari- ous branches throughout the coun- try will be present The Arizona Lizard, sometimes known as Louis O’Brasky, War- ner Brothers-First National sales- man, has-left for Arizona again. W. B. have purchased approxi- mately 100.000 feet of animal life film from William Hubbard, African expjorer. There’s a lion hunt that has every kind of a punch in it among the outstanding - scenes. It is planned for release in a series of 12 consecutive two-reelers. HAVE BENEFIT SHOW Warner Bros, realized that while this was an achievement as far as the picture itself was concerned, it was not the type that would appeal to the rank and file but would to the intellectuals. Hence a concert- ed effort was made to reach that element of the city’s population. Clubwomen were the best bets- and they were thoroughly and efficiently told of the picture’s play-date well in advance, so that when the pic- ture did arrive practically every per- son of that element in the city was anxious to see it. Riley is an old- timer and an experienced showman who rarely overlooks an opportun- ity, the prime attribute of the suc- cessful manager. Some managers, feature private previews on pictures that call for unusual exploitation, inviting only those who can be depended upon to be interested in the type of attrac- tion to be played, knowing full well that those who see it will tell their friends, starting an endless chain of word-of-mouth advertising, a classi- fication of advertising that cannot be bought. And a classification that cannot be beat if the attraction is meritorious. . Sometimes a great deal depends on the invitation itself to an affair of this sort. A little thought and ingenuity used in fram- ing the bid will in itself cause com- ment of the favorable sort. An in- expensive and novel form is made by having your artist draw your in- vitation up in the form desired and having your. engraver make as small a cut as possible without running the wording together. Any novelty- house can supply you with small magnifying glasses at little cost. Enclose the bid and the glass in a small box or bag and mail to your selected list. This is merely a vari- ation of the oversize idea. Mystery Pictures The selling and presentation of a mystery picture should, and does, require much consideration. Most pictures in this classification run along the same plot with screams, masked figures and the like running through the action. Therefore, to make the attraction stand out as be- ing above the average run, some distinctive feature must be added to the advertising or the presentation or both. William B. Wagnon, in present- ing “The Terror" at his Embassy some months back, played up the eerie to his patrons. His entire lighting in front of the house and in the lobbies was changed to green for the occasion and augmented by green screened kliegs in front of the house. His entire staff wore black capes with cowls throughout the en- gagement and his house lights were dimmed down at the start of the feature, leaving the house in prac- tically total blackness until the final iadeout. Added to this he placed extra loud speakers in the rear of the main floor and in the balcony, with controls in the projection booth. Ail screams, shots and the like were raised to the nth degree on the fader and thrown over the added speakers as well as through the regular equipment. Needless to sav, his patrons were sold, and they, liked it. Good Campaign Emil Umann, at the RKO Or- pheum, has planned an excellent campaign for “Dracula,” which is soon to play at this theatre, An ex- tensive endeavor is to be made be- forehand to sell the meaning of the word “vampire” and the results to the vampire victim’s soul. During this attraction each patron will re- ceive a printed card on vampires, together with a piece of wolfbane (an antidote against the undead). Emil believes that this should put the recipient in the proper frame of mind to witness this picture. He is also taking a page from the stage play by having made a large lumi- nescent bat that will fly over the audience at intervals during the screening of the picture. In addi- tion to his regular advertising on the air, bilboards, newspapers, et cetera, he is having cards printed with the wording, "Beware, Dracula is here.” These will be tacked to stakes and used in the residence sec- tion, being placed at night with the printed side facing the houses at an angle that will allow both the ten- ants and the passerby to read the copy. Cards of similar nature will also be used in apartment houses, hotels and as throwaways. The more weird the methods used in selling this class of attraction, the more comment is created. And, too, the more the tickets that will be sold. Emil has several more tricks up his sleeve to. use on “Dra- cula,” which means that box office will benefit accordingly. The Italo-American Society will hold a benefit show at the Mason next Sunday (March 22). Forty vaude acts will make up the bill. ROSENZWEIG HERE Charles Rosenzweig, vice-presi- dent in charge of Radio Pictures’ distribution, is in Hollywood for a series of business conferences with Toseph I, Schnitzer and William Le- Baron, Radio executives. ; H. E. RILLHEIMER SCENIC CONSTRUCTION CO. SPECIALIZING IN BUILDING SCENIC PRODUCTIONS FOR LEGITIMATE THEATRES HOlIy 0738 6122 Salem PI. Hollywood, Calif. VILLAGE INN HOTEL One Block from Fanchon and Marco’s Office Making Special Low Theatrical Rates Wire, Write, Phone for Reservations 57^4 Sunset Blvd. Hollywood, Calif. Telephone HO. 4735 SALES RENTALS J SCENERY COMPLETE STAGE EQUIPMENT D. MARTIN STUDIOS PRESENTATION SETTINGS STAGE PRODUCTIONS FABRICS — RIGGING — SCREENS 4110-18 Sunset Boulevard HOLLYWOOD, CALIFORNIA OLympia 1101