Motion Picture Daily (July–Sept 1938)

MOTION PICTURE M PRODUCERS & D1STRIBUT0RS OF AM., i« 2 8 WEST 44TH ST. , NEW YORK, (3 coPie J ILY First in Film am VOL. 44. xNO. 57 P >JAB Pictures Query Checks On Film Hours NEW YORK, FRIDAY, SEPTEMBER 23, 1938 TEN CENTS Quiz Followed Failure To Use Air in Drive The National Association of Broadasters' film questionnaire, recently dispatched to radio stations throughl&it the country, which seeks basic nformation on the extent of motion Dicture programs being offered over ,fiie air, bears five main questions, each with numerous subdivisions. The investigation has been undertaken by the N.A.B. because radio was ignored is an advertising medium for the modon picture industry's current campaign, "Motion Pictures' Greatest Hear." c The questionnaire starts with the luery : Does your station currently :arry any paid advertising programs Dr announcements sponsored by the (Continued on page 14) More Pledges in From Independents Independent exhibitor pledges to the Motion Pictures' Greatest Year camaaign are still being received daily and in good volume, campaign headquarters reported vesterday. The total pledges from independent exhibitor sources to date are estimated to be in excess of $300,000, although the figure is subject to audit and it is possible that some duplications in the lists may exist. Officials of the campaign expect the pledges from theatres joining the drive will continue through October (.Continued on page 6) Mae West Forms New Production Company Hollywood, Sept. 22. — Mae West Empire Pictures Co. was incorporated here yesterday with Louis B. Lurie, San Francisco financier, listed as president of the corporation. Miss West is a vice-president. According to James Timony, the actress' business manager, the company irill make four films a year, two of them to star Miss West. Miss West will write all the stories. The first, he said, will feature her as "Catherine the Great." Radio News — P. 14 HURRICANE SMASHES, FLOODS FILM HOUSES MGM Not to Force Shorts, Rodgers Says M-G-M's policy is not to "insist on short subject representation in theatres whose policy it is not to use this type of entertainment," William F. Rodgers has informed Allied Theatre Owners of New York in a letter to Max A. Cohen, president. The forcing of shorts with feature sales is one of the allegations in the Government's anti-trust suit. Mr. Cohen read Mr. Rodgers' letter at a meeting of independent exhibitors sponsored by the Allied unit at the Astor yesterday. Hailing the M-G-M commitment as "the first milestone in the elimination of unfair trade practices and industry abuse," Mr. Cohen (Continued on page 6) Grand National Case Dropped by the FTC The Federal Trade Commission will drop its complaint against Grand National Films, Inc., because of the recent reorganization of the company, Merle P. Lyon, the commission's attorney, said at a hearing yesterday. The complaint, which was issued March 31, charges that Grand National used "misleading" advertising in connection with the sale of the film "In His Steps." It was alleged that the advertising matter gave the impression that the picture was based on the best seller of the same name written bv Dr. Charles M. Sheldon in 1896, "and that the two stories were unrelated. A formal stipulation will be entered at a later date, according to Mr. Lyon. Round Table Contest Winners Due Monday Winners in the recent contest conducted by Managers' Round Table of Motion Picture Herald will arrive in New York Monday on the all-expense trips awarded by participating companies for best summer campaigns on selected pictures. Trips were voted to: William Saxton, Loew's, Baltimore, by United (Continued on page 2) Cuts 100-Mile Swath Across Long Island And New England — One Collapses and Power Cut-offs Are General In the wake of the tropical hurricane which cut a 100-mile wide swath up the Atlantic Coast until it struck Long Island and southern New England late Wednesday afternoon, circuit heads were aghast yesterday trying to assess the extent of the damage. It was the first time in modern history that rain, wind and flood had burst upon this area with such devastating effect. Long Island was hardest hit. At Greenport the wall of a Prudential house blew out and the building practically collapsed two hours after the manager had sent his audience home. On the Rockaway peninsula, in the Flatbush section, at Long Beach, Freeport and other spots along the south shore ; at Queens, Hempstead, Mineola and other places in the center of the island, and out in the Hamptons where the full force of the storm hit floods were general. Actual damage to the theatres in this section was confined to water in the basements, but business was at a standstill yesterday. Power was being restored in many spots and streets were being cleared of fallen trees, but New York offices of the Prudential, Century, Loew's, Skouras, Randforce, Community Playhouses and others were still awaiting detailed word from executives who were trying to cover the territory by automobile. Horlacher's Film Delivery Service resumed yesterday after several days of shutdown due to a trucking strike, but details were unavailable last night on how many houses had been served. In Manhattan, from 59th St. north all houses were affected from 8 :47 to 9 :38 when power was shut off. Bronx and Washington Heights lights were off from 6 to 12 :30 o'clock. Westchester power was off from six (Continued on page 3) UA Publicity May Move to Hollywood Hollywood, Sept. 22. — Lynn Farnol, United Artists publicity and advertising director, arrived here today bv plane to discuss with U. A. producers and publicity heads the feasibility of establishing a central clearing house here for the distribution of U.A. photographs and news. He will meet tomorrow with the publicity heads of five companies, with Russell Birdwell of Selznick International as chairman. The project is seen as eliminating duplicate mailing lists and might eventually make Hollywood the sole source of U. A. publicity, with the New York office abandoned. Mr. Farnol was accompanied by Sabu and Morris Helprin, publicity director for Alexander Korda. Hays Board Decides To Meet Next Week The M. P. P. D. A. board of directors, after a brief session yesterday, adjourned to next week, the date of the meeting to be set later. Discussion of the Italian film distribution monopoly decree and the industry's cooperative advertising and business campaign again occupied the meeting, it was said. No action on the Italian problem was taken due to the fact that the required clarification of the language of the decree and the hope of new modifications of its provisions are still be(Continued on page 6) Arnold Conference Will Be Set Today Date for a conference of major company counsel with Department of Justice officials in Washington is scheduled to be arranged today for early next week, it was learned yesterday. Indications are that the conferences will be held at the earliest convenience of department officials. The meeting, which is being arranged at the invitation of Assistant U. S. Attorney General Thurman Arnold, is for the stated purpose of conferring on an injunction proceeding by the Government to restrain theatre (Continued on page 6)