Motion Picture Herald (Jan-Mar 1932)

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January 16, (932 MOTION PICTURE HERALD 35 PASSING IN REVIEW The department endeavors to set forth two lines of nnaterial of service to the exhibitor — first a showman's evaluations of the oustanding pictures — second, reviews of information ^^THIS RECKLESS AGE" may be recalled ' as the talker version of the original "The Goose Hangs High," which was made some years ago as a pretty darned good picture. Now, in its present form, we consider it even better and all in all it represents genuine entertainment from beginning to end. Those who look at pictures with super-critical eyes can find something here or there that may not exactly please them, but for the kind of picture that appeals to the masses, "This Reckless Age" will be accepted with real enthusiasm. From the title it might be mistaken for "another one of those" pictures about the younger generation and thereby suffer at the box office as a consequence. It is far above that ranking of production and regardless of how strong or weak you may personally find the story, the cast just about makes it perfect for entertainment purposes. Therefore, a sensible campaign should back up your selling of this picture and by all means sell away from the idea that it's a preachment about the morals or action of the young folks or growing generation. So, with intelligent merchandising, we assume that you can make that title pretty strong for your box office. The better you do that the more admissions you're going o sell, and the more people see it at its early showing, the more talk there will be about the grand show you have at your theatre. In "audience value," for almost every conceivable type of house and community, this one will register as near a hundred per cent as you could hope for. And it is fine entertainment, marvelously acted and perfectly directed. Names? In order of their importance in the film, Richard Bennett, Frances Starr, Frances Dee, "Buddy" Rogers, Charlie Ruggles, and Peggy Shannon. You can change that order to suit your patrons' tastes and play up the ones who get you the most dough. But we've given the names in the importance and honors of the film. Regardless of what your particular situation may be, we heartily recommend this picture and predict far above normal business for the theatreman who sells it strong. It deserves that much support at any rate. No good for the kids and possibly best spotted midweek in the smaller towns, but there's really nothing objectionable for Sundays if you feel inclined to play it on that day. V ^^C TEPPING SISTERS" was built for loud and long laughs and succeeds in delivering them in abundance. At some spots in this picture your audience will let out some of the longest and loudest laughing that you've heard for a long time. The story, as you may have learned by this time, is about three ex-burlesque chorus girls who have progressed quite a bit since they hung up their tights and retired (two of them) to society and a respectable life. At certain times the dialogue is rather rough, but only the touchy places will be offended. • The title certainly can be worked up to rnean plenty at the box office providing you give them what this picture offers : a splendid campaign designed to provoke laughs even before they see the picture. The Roxy theatre here in New York used just that kind of appeal and must have created plenty of interest in the picture itself. The mere thought of three chorus girls graduated from the burlesque ranks offers enough side-splitting slants to start your newspaper campaign humming. Once you get them into the house you will be able to judge how well they are enjoying themselves by the laughing and guffaws that should sweep the theatre. So don't worry about its "audience" strength. It has plenty and then some, the "then some" being some corking good musical numbers delivered during the charity benefit show. We suggest that you make this picture the subject of a new slant in selling your shows. Inject mats, copy or both to create the thought that here is a hilarious picture packed with plenty of fun. Make the ads as funny as the picture. It's quite possible and will attract no end of comment from the newspaper readers. Every town has its ambitious women who are trying to climb the social ladder via benefits for the homeless cats or what have you. And every one in your town knows it, too. They'll get the drift of the plot right away with good selling stuff. N. G. for kids or Sundays, but for midweek laugh purposes you ought to mop up with this screamingly funny picture. You have names, title and story to back you up. V ^^AA ICHAEL AND MARY." A British production. Having seen the play, I can safely say that it's just as interesting and as well done as the stage show. BUT . . . that's the rub, but . . . it's so thoroughly British in acting and dialogue that it will find the going rough in all but the larger cities. This is unfortunate, but nevertheless I believe it will be found to be the truth. And BUT number two : Herbert Marshall and Edna Best may mean the world to Piccadilly Circus, but they won't mean peanuts to Main Street. Which is likewise unfortunate, but again most likely to be found true. The title and type of story suggest many fine sales angles, especially via a good newspaper advertising campaign. It IS one of the sweetest stories ever told and as a play was considered something of a success. To those who will play "Michael and Mary" I would suggest that you sell it for just what it is. Avoid deception or in any way trying to leave the impression that it is an American-made picture. Rather sell it as a picturization of the successful American stage production made by the two leading stars of Great Britain. Surround your campaign with the "sweet" slants and the love theme of the story. In "audience value" it will measure up to many of the better Hollywood releases. We found it interesting and real entertainment all the way through despite the fact that we had seen the stage play and knew the whole story. It will not interest children, but there is nothing to prevent its use for Sunday showings. In the right spot, backed up by the right kind of a selling campaign, "Michael and Mary" will be found good entertainment. The other spots will have to be guided by their better judgment and best ways for getting the thought across to the community. ^^(^IRL OF THE RIO." Picturization of ^ the stage play, "The Dove," and featuring Dolores Del Rio and Leo Carillo. A huge overdose of dialect is going to be the toughest obstacle to overcome in a picture that might have turned out much better with a lot less of it. Accustomed as we are to all sorts of dialect, good or bad, we had difficulty at times to make out what they were really trying to say. Since audiences don't pay to figure out riddles, they may not like it served so thick. The title is just so-so "box office." While it can be built up a bit, your chief battle is to make them understand that this is not just "another western." Its connection with the stage play is also negligible unless your town knows something about that play. Otherwise it's entirely up to you. "Audience value" is according to your community's likes and dislikes for this sort of entertainment. While it is fairly well done, the extreme use of the dialect halts the tempo just enough to make it a bit draggy. Just sell it as strong as you can with your eye focused on the angles which carry the most appeal for your class of patronage and keep it away from the kids or Sundays. V ^^TONIGHT OR NEVER" is another suc' cessful stage play that has found its way to the screen, making number five in this week's reviews. While it is well done as compared to the stage show, it may not find the going as nice and profitable as it should. There are several reasons for saying this : First, few spots outside of the big key cities ever heard of the show ; secondly, it deals with matters not generally known or understood in the smaller communities throughout the country. The title has many angles that could be built up to make it a pretty good draw at the b. o. But avoid the questionable slants ; they are not needed for clean show-selling and might hurt in the long run. Gloria Swanson's surrounding cast, while not money-names, are so well cast that they can be played up for slightly different advertising purposes. The butkr, Robert Greig, I believe his name is, handled his part to perfection and certainly deserves a boost, especially if you are going to play him in "Stepping Sisters" (Fox), where he plays a similar part. You can get the full cast and credits from the Herald's informative review on this picture. In "audience value" the picture is quite satisfactory. In other words, it's up to you to get them into the house. Smaller towns may not find it exactly the type of picture they go for big, but they won't have any kicks to register after they've seen it. Surrounded with a carefully selected group of good shorts it ought to make a good evening's entertainment. It means nothing for the kids and is best played away from Sundays. The amount of business you do on "Tonight or Never" will depend to a large extent on the way you sell it to your community. Backed up with a campaign that will appeal to your particular type of patronage, and sold along the safest lines, it may come through with at least average business. If it falls below that mark then you may have been lax in your handling of a picture with this type of delicate theme. —CHARLES E. LEWIS Arsene Lupin (MGM) Comedy-Drama (Seen in Hollywood) Seldom have I heard such "Ohs" and "Ahs" of joy as the preview audience at the Fox Uptown theatre let loose when it discovered it was "Arsene Lupin" they were to see. It was a great compliment to the Barrymore boys