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PARAMOUNT PUNCH.
HAIL—
“THE SIGN OF THE CROSS”
The great outside show put on by the Rialto Theatre New York for “The Sign Of The Cross” which opened there last month.
THERE S PLENTY OF PUNCH IN THE BLUE RIBBON BUNCH.
SCREEN FASHIONS BRING NATION-WIDE PUBLICITY FOR PARAMOUNT STARS.
NATIONAL TIE-UP.
IF you Want a real Ionic for those Depression Blues, stand in the lobby at the Prince Edward Theatre, Sydney, or our oWn Capitol Theatre, Melbourne at the opening of any session of ‘‘Love Me Tonight" and if you have the show business in your blood, you Will be THRILLED at the sight of eager, jostling crowds fighting to get to the box-office ... In short. We mean that "Love Me Tonight” is a possitive clean-up . . . IVhat more could We ask from the studios to help us start off the New V ear right ... To see the smiles of satisfaction on the faces of both Mel Lawton and Jim Thornley, you Would think that they had been included in the New Year Honors . . . And haven’t they?
And speaking of celebrations, can you imagine the Xmas celebrations they had in our studios with the announcement that Paramount grabbed off five out of the nine coveted Motion Picture Arts and Sciences awards . . . Read the full story on page three of this issue. . . It’s enough to make you turn handsprings in the air.
Th is is the time for New Year resolutions ... A/ ost of them are forgotten in a day or two . . . But let’s all get together this time as a body and resolve "that more than ever before will we show in a practical way Our loyalty to Paramount, by hard Work and enthusiasm, and so speed the return of Prosperity in which we Will all share" . . . And let this be a resolution that we will carry out to the Very letter.
AS Hie result of a tie-up recently completed by H.O. Exploitation Department with Clifton Joseph Mfg. Co. Pty. Ltd., of Melbourne, nationwide publicity of the finest nature will be given practically every Paramount picture and actress during the ensuing year.
Under the terms of the tieup, the firm will reproduce hats, frocks and other apparel worn by the leading actresses in Paramount pictures. Newspaper advertisements wili feature blocks of the Paramount actresses, and the copy will incorporate the names of actresses, pictures and theatres. These ads. will also be enhanced by window displays.
The first stunt under the new tie-up was in connection with "Love Me Tonight’’, at
the Sydney Prince Edward. The accompanying photo shows the striking window display by McDowell’s Ltd., featuring the hats and frocks worn by Jeanette MacDonald and Myrna Loy in that picture. In addition, a quarter-page advertisement was published in “The Sun’’ the day prior to the picture’s opening.