Motion Picture Herald (Apr-Jun 1931)

April 18, 1931 MOTION PICTURE HERALD 11 RCA UNITS IN ADVERTISING POOL" WITH LEADING NON-FILM PRODUCTS Something New in Socks from the hAasses. The following squawk was received the other day by one of the fan publications from an indignant picturegoer: "Announcennents of pictures to be displayed must be concocted by ex-circus ballyhooers gone literary. Invariably they disappoint. They remind one of the sales sheet of the hometown drygoods merchant. They inspire about as much excited anticipation in a blase film fan as posters announcing a lecture on China missionary work. They are like the fanfare of a circus band which accompanies the outstanding trick of an elephant or poodle dog without variation. Audiences, grown cynical by disappointments, endure with boredom the verbal acrobatics and trumpetings of these proclamations. A calm, cool statement of the merits of coming pictures would arouse an audience from apathy because of its novelty." Trans-Lux Eyeing Home Field; Readying for Television Advent Combine With Fox Saved Hoyt Chain, Munro Tells Board Sydney, Australia — The general depression is costing amusement companies here plenty. Balance sheets tell the sad story. For the six months ended Decemher 27, 1930, Hoyts Theatres Ltd., turned in a loss of $50,490, and for the six months ended June 30, 1930, J. C. Williamson, leading "legit" venture, showed a loss of $92,515. These figures contrast with Hovts' profit of $404,000 for 1929-30, and with Williamson's surplus for 1928-9 of $254,020. Inside facts concerning the amalgamation of Fox and Hoyts' interests found light at an extraordinary meeting of Hoyts' stockholders at the tabling of the half yearly balance. Since last October it was disclosed that Fox has assisted Hoyts by advancements totalling $150,000, and that Hoyts' directors' fees had been reduced' from $37,500 a year to $18,500. The meeting gave directors a few tough hours. Most shareholders kicked bitterly because no dividend was declared, their 'plaints drawing the reply from Charles Munro, managing director, that while their chance of getting a dividend for this half was negligible, owing to the deficit, they would get them in the future, or else he would be looking for another job. Fox of America had made that clear to him, Munro told them. In reply to queries why preference holders had not been consulted before the negotiations with Fox had been concluded, Munro commented that if the deal had not been consummated, Hoyts would now be in liquidation. Asher Returning to Field Harry Asher, Universal Boston franchise holder for many years, recently retired, plans a return to the independent field. Now Developing Cabinet to Combine Motion Pictures, Sound and Radio as Unit Trans-Lu.x is eyeing the home field for both entertainment and educational purposes. Besides e.xtension of its present New York newsreel theatre to a national circuit of houses similarly using rear projection, the company declares that plans "have already been made" for combining Trans-Lux equipment for visual instruction and entertainment when television has developed to the point of commercial exploitation. Currently under development, it is stated, is a cabinet designed to include motion picture, sound and radio apparatus. Net 1930 earnings of the Trans-Lu.x Daylight Picture Screen Corporation, which, with Radio-Keith-Orpheum, owns the stock of the Trans-Lu.x Movies Corporation, the theatre concern, are given as $475,606, as against $525,388 in 1929, and $44,719 in 1926, first year of the company. Fox Sells Three in New York After Announcing Sales' End Fox will dispose of three Bronx houses, Blenheim, Belmont and Parkway this week, despite recent announcement that no more would be sold in New York. 'It is thought the three will be taken by the Manhattan Playhouse circuit. Gloria Plays Safe Hollywood — Before Gloria Sw-anson left for New York to seek financial backing for a film, she deposited in a local bank $25,000 in a commercial account and $115,000 in a saving account. Peltijohn to Europe Charles C. Pettijohn, Film Board chief, and general counsel of the Hays organization, leaves New York for a European vacation early in May Regular Meetings Held for Cooperative Action Public Pronnotion Cannpaigns Built By Same Agency to Connbine Interests of Each Other An "advertising pool" tying up one of the motion picture mdustry's largest holdings with important non-film products and services, is revealed in a system of Lord & Thomas and Logan, national advertising agency. The film and theatre interests participating are those of RKO, which, along with the other companies involved, place their advertising through Lord & Thomas and Logan. One of tlie major phases of the system calls for meetings each Friday of the advertising and publicity e.xecutives of all Radio Corporation of America companies, including Radio Pictures, RKO Pathe, Radio Keith Orpheum and RCA Photophone, besides RCA itself, Victor and the rest, with executives of Lord & Thomas and Logan participating. At these meetings ideas for sales promotion are brought forward and efforts inade to select points of common public interest along which the various advertising programs can be built. The second step in the system calls for similar cooperative efforts between the RCA companies and other Lord & Thomas and Logan accounts, for the purpose of "pooling" any common advertising interests. An example would be a Lucky Strike advertisement picturing a Radio t tar smoking a cigarette of that brand. 1,000 Theatres Net $350,000 For NVA's Sanitoriunn Fund Easter week showing the NVA film, "Stolen Jools" has resulted in 1,000 theatres collecting $350,000 from the public for the Saranac Lake sanitorium campaign. The remaining 1,200 houses which booked the short have not yet filed collection reports. Collections averaged $300 per theatre. Former Gaumont Executive Reported With Bernstein London— It is understood Will Evans, recently resigned as managing director of Gaumont-British, is planning a connection with the Bernstein circuit. Reports indicate that Sidney Bernstein nitends extending his circuit ' by joining with a South London exhibitor. Another Try at "Quiet" in Germany Berlm — Completely revised in certain sequences and generally toned down to meet with German sentiments, "All Quiet on the Western Front" is to be submitted again to the German censors. Passage is expected. "Quiet," submited twice previously, has been the cause of considerable agitation.