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DAILY
/ . Showman's Pix ~« “Four Daughters’’
By CHESTER B. BAHN
“F=OUR DAUGHTERS,” caught at a War
ner home office screening for Fannie Hurst, author of the story upon which it is based, is a picture for the showman.
Perhaps showman should be in_ italics, thus, showman, to get over the thought
For it is the exhib. giving this very human story the full benefit of showmanship, expressed through advertising, exploitation and publicity, who will cash in most generously.
“Four Daughters” will make money for any exhibitor, even the laziest, but forthe showman who gets behind it, this First National release will prove a gold mine. Just that.
ke essentially a selling job. That applies to the distributor as well, of course, and Warners may be counted upon to take care of their end. If the exhibitor follows through with advertising space and budget in kind, “Four Daughters” should write a bright new chapter in box-office history.
And while on the subject of—advertising, there’s plenty of ammunition in the picture for a telling barrage—wholesome, down-toearth story, peopled by wholly natural and sympathetic characters and effectively told against an inspired musical setting by a cast that brings new faces sharply to the fore.
ee as
Tae quite a bit been said and written of late about the need for new faces on the screen. Whether by accident or design, “Four Daughters” qualifies as a Warner answer. The picture introduces John Garfield and further places the responsibility of leads upon Jeffrey Lynn, Gale Page and the three Lanes—Priscilla, Rosemary and Lola. That gamble undoubtedly required courage, but the results promise to be most happy for all concerned.
These young players all establish they have something to contribute, and make no mistake about it, they are going places. Stars have been made by far less effective performances than those given in ‘Four Daughters” by Garfield, Priscilla Lane, Lynn and Gale Page especially.
As for Garfield personally, here’s a hunch: Within a month from the day “Four Daughters” hits the country’s screens, he'll be one of Hollywood’s most talked about personalities.
“NO ORDINARY FILM’
it WILL MAKE MONEY FOR ANY EXHIBITOR” S | rs
mee THE TRADE EXPERTS KNOW HOW TO HANDLE "FOUR DAUGHTERS
Quotes are from M. P. DAILY— FILM DAILY—VARIETY and JIMMIE FIDLER. Reviews reprinted in full on next pages.