Publix Opinion (Jan 10, 1930)

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PUBLIX OPINION, WEEK OF JANUARY 10rx, 1930 _ SELLING ‘‘CONDEMNED !” By BRUCE GALLUP Advertising Director, United Artists Corporation (Not For Publication) Here’s a worthy sequel to Colman’s first talker, “Bulldog Drummond.” And it offers Colman in a type of part the fans know, expect and admire. , Stress the fact that Colman is the same, lovable, romantic, happy-go-lucky adventurer he was in “Bulldog Drummond.” Definitely associate this picture with “Drummond,” and Colman’s natural flair for the talkies. Sound has made him one of the four or five really big male stars in the business. And “Condemned!” shows him at his best. Bill it as the Broadway hit of the movies. The picture has had a tremendously successful run at $2.00 top! prices in New York and Los Angeles. The clever dialogue and the cast of Broadway stage stars appearing with Colman make it an at traction to compete with the biggest special. Every one of the principal players supporting Colman has been headlined in:a Broadway: stage success. Ann Harding made a national reputation in the star role ao ‘The Trial of Mary Dugan.’ Her first picture, the alltalking drama ‘‘Paris-Bound”’ has already established her as a. film star of the first magnitude. _ Dudley Digges, the villain in the picture, is an ace director and'actor of the Theatre Guild Company. An important figure in the Irish Theatre, Digges was responsible for bringing the plays of Synge, Lady Gregory and Yeatg into this country. He has acted with such stage celebrities as Arnold Daly, Mrs. Fiske and George Arliss. Digges as the prison warden contributes one of the finest performances ever seen on the screen. Louis Wolheim, the convict friend, was one of Broadway’s greatest drawing cards before casting his lot with the movies. As the star in ‘‘What Price Glory’ and ‘‘The Hairy Ape’ he made possible some of the longest runs and biggest grosses known to the theatre. He played Captain Flagg in the first mentioned play and the title character in the second. On the screen Wolheim has played featured roles in ‘Two Arabian Knights,’ “The Awakening,’ “Wolf Song’ and John Barrymore’s ‘“‘Tempest’’. . The dialogue has been written by one of Broadway’s most successful playwrights. Sidney Howard, who was responsible for the virile, spell-binding dialogue of Colman’s “Bulldog Drummond” was the dramatist of ‘‘The Silver Cord,’ and “They Knew What They Wanted,” the Pulitzer prize play. Wesley Ruggles, director of ‘‘Condemned!” has with his megaphone work on ‘‘Street Girl’ proved conclusively that he is one of the foremost directors of talking pictures. Ruggles had directed some of the biggest silent pictures made and for years was one of the top-notch supervisors on the Mack Sennett lot. The story is taken from Blair Niles’ sensational best seller, “Condemned to Devil’s Island.’’ Without any of the sordidness of the book, the picture has all the power and fascination that lies in a setting like Devil’s Island. In selling his picture concentrate on your Broadway cast and the glamorous, romantic appeal cf the story. Get over the fact that it is a romantic drama of the type for which) Ronald Colman is so well known. A sublime revelation to lovers all over the world. The screen’s great lover in his supreme romance. A gay, audacious yacketeer of the Paris Boulevards! —-condemned to Devil’s Island from which they say, there is no escape!—but on Devil’s Island was a prize, treasure greater than he had every stolen— and he dared all for a woman’s love. Breathless drama! ~Romance so fine, so true, so stirring that you cannot escape its magic spell! You will relive its mad moments of; passion—feel the thrill and glow of its glorious love story for days to come! Devil’s Island! Doesn’t it stir your imagination? That tiny dot of land off the. coast of South America. Back of it lies the jungle; ahead the shark-filled sea. Here in this mysterious, fascinating setting is told a romance, so thrilling, so stirring, so filled with life and love that you will sit spellbound, eyes fastened to the screen—eager to catch every word —to feel every motion! : The voice that thrilled you in “Bulldog Drummond” will hold you spell-bound in this glorious romance! ‘He loved to steal—and stole to love'i SHORT REVIEWS OF SHORT FEATURES, by Louis Notarius Publix Theatres Booking Department Felolefeleloiotefotesiotetetefetoteet : PARAMOUNT DANGEROUS FEMALES (20 min.) a 2 reel Christie comedy with Marie Dressler as the star comedienne. The subject deals with an escaped convict who poses as a minister and reaches this particular town at the same time that a new Minister.of the Church is about to arrive. Situations of mistaken identity then take place and Marie Dressler, as the captor of this criminal, goes thru low comedy that should create a lot of laughter. Somewhat broad and risque at times but good entertainment for average audiences. AT THE GATE with Smith & Dale. (7 min.) a 1 reel comedy that has class all the way thru. the comedians of the former Avon Comedy Four, and do their stuff as a Dutch and Jewish comedian respectively in a very clever fashion. Should prove an asset on any bill. MARCHING TO GEORGIE (21 min.) a 2 reel Christie comedy with Buster West in his second comedy. This subject is similar to THE DANCING GOB (which was his first subject) in many respects and should be just as successful. There is no reason why this comedy should not go over. BELLE OF THE NIGHT—a 2 reel comedy that has several funny and intriguing situations. Has a fairly clever plot and should be good entertainment. IN THE SHADE OF THE OLD APPLE TREE (8 min.) Screen JEP ep Het obeeeieieioininininicieieiaioioioietotetetotololoieletedetetetetetosofotototoet < * SOs Smith & Dale are two of © ‘VAGABOND KING’ IS TRIUMPH OF NEW SCREEN “The Vagabond King” is the biggest accomplishment since the ‘ladvent of sound pictures, not only by Paramount, but by any com ‘pany in the entire industry, ac cording to Arch Reeve, who attended the preview of this stupendous production recently in San Bernardino. “It swept the audience with its glorious music, beautiful alltechnicolor photography, lavish production and thrilling story of romantic adventure,’’ he says. “Tts reception proves that it is destined for a box office success of the first magnitude. The picture is a triumph for Dennis King, who sings and interprets the Francois Villonj role in the same masterful way that made him a big Ziegfeld stage star. “Jeanette MacDonald, O. P. Heggie, Lillian Roth and Warner Oland all do splendid work, with Heggie’s character pro-| trayal of the weak King Louis a masterpiece in its blend of comedy and menace. “Director Ludwig Berger has made the most of his opportunities in translating this tremendous stage success to the talking and singing screen. It is truly a big picture and a great step forward for the entire industry.” BEAUTY IN MUSIC BOOTH ATTRACTS At the Minnesota Theatre, Minneapolis, there’s an added attraction which received tremendous newspaper publicity and in consequence exercised a beneficial influence on the box-office. Pearl Cramer, crowned ‘‘Miss America’? in Detroit last year, took charge of the lobby music booth. to find out about music from her. Her unusual beauty endowments lent themselves readily to other forms of exploitation, as well. When “Glorifying the American Girl’? played the Minnesota, Miss Cramer ‘modeled gowns in the window of a leading store as part of an effective tie-up. ——— ieee eal rr eerie mere aN ay SALT Ry ga aes Neeser Se MPO NUE erie Wek eee Ea Mee eS EE Song Cartoon which should go over with the usual success of this type of novelty. COLUMBIA IN DUTCH (8 min.) This is a colored subject that will prove successful due to its novelty. “Has a Dutch garden wall as background; has a young girl flirting with various soldiers, from buck-private to the general, each of whom, in his turn, is ordered to the barracks by his superior officer as he is The general, the last officer remaining, is suddenly pounced upon by the husband. While the coloring is not perfect, it is pleasing to the eye, and the subject, as caught flirting. a whole, is appealing. THE SINGING BRAKEMAN (10 min.) the brakeman comes home from his work and sings various songs that are associated with his job. This he does to the His songs are simple, but he renders them in a clear voice and puts them over capably. THE GREAT NAVARRO (9 min.) while clever at the keys, lacks screen appeal. subject may be used as an opening number on a 3 or 4 Act accompaniment of a banjo. bill. THE STAGE DOOR PEST with Boyce Coombes (10 min.) PARLOR PEST, which was so successful In fact, the situations are alike, and his recitations, while not the same, are similar to those in his former subject;—-he does another sneezing number that Consider it a good Act. STATION B-U-N-K with Georgie Price. side a Radio Broadcasting Station. supposed to appear fails, and Georgie Price When he is told that Eddie Cantor, Al Jolson, and others were supposed to appear, he decides to imper sonate them all over the air, and this he does in a clever Consider it a good Act. METRO A 2 reel Gang comedy which should go over better than average. FITZPATRICK CHRISTMAS REEL “THE ORIGIN OF CHRISTMAS.” subject takes on a one hundred percent religious aspect, rather than the Christmas angle which usually appeals to It is solemn all the way thru, portraying the birth It is done exceedingly well and its value is en is a sequel to his wherever played. should go over. _for a job. ‘fashion. “MOAN & GROAN (21 min.) children. of Christ. He roughhouses. He acts. and unexplainable. Minneapolis then began | SELLING “ROADHOUSE NIGHTS” By Russell Holman, Advertising Manager, Paramount Pictures ~—— (Not For Publication) Sell this baby to the limit, boys! Don’t say afterward that you didn’t know it was such a knockout. I’m telling you now. Everybody who has seen it will tell you. You’ll tell yourself after you get a look at it. Audiences eat it up. We tried it out at previews in Yonkers, N. Y. and at the Paramount Theatre, N. Y. C., and they went for it like cats to catnip. It’s built on a surefire formula—authentic thrills mixed with belly laughs. And some music and a song or two to lend it sparkle. It’s not the easiest show in the world to sell in advance because it hasn’t famous picture people in it. Your problem is to do an advance job that will pack the house. The ‘wordof-mouth will do the work for you after the first day. But don’t let “‘Roadhouse Nights’? come and go with thousands of folks WISHING they’d seen it. The advance campaign should be especially heavy and smartly planned. The people in ‘‘Roadhouse Nights” are: Helen Morgan—star of ‘‘Applause,’’ but not the Helen Morgan of ‘‘Applause.’’ She’s the glamorous, beautiful brunette Morgan who gets the customers in exclusive N. Y. night —elubs all goosefleshed when she swings her legs over a piano and gets all hot and bothered over her man who done her wrong. They get so excited cheering that they pay the $56.75 check in a trance. Doing this kind of stuff she played a bit in Ziegfeld’s stage show of ‘‘Show Boat’? and became the talk of the town. She’s this kind of a Morgan in much of ‘‘Roadhouse Nights.” Charles Ruggles—funny and lovable drunk of “Gentlemen of the Press” and ‘‘The Lady Lies.’ Charlie is stewed again in “Roadhouse Nights” and has a part that gives him a chance to show why he wowed ’em as the hero of such musical comedy hits as ‘“‘Queen High,” “Rainbow’’ and the others. ” Fred Kohler—heavy of ‘‘Thunderbolt’” and “Underworld.” Doing a Bancroft and doing it swell. : Fuller Mellish, Jr.—the tough hit of the stage “What Price Glory?’”’ and Morgan’s ‘‘sweet man” of ‘‘Applause.”’ And——-and mark this well lads, because ‘it’s HISTORY— AND— Jimmy Durante—of the famous Broadway stage and night club devastating comedy trio of Clayton, Jackson and Durante. Motion Picture News says, “Jimmy Durante is the Charlie Chaplin of the talking sereen.”’ . After his first scene in the preview at Yonkers the audience burst into roars of laughter if they even caught a glimpse of him in the distance! MHe’s the funniest guy that’s hit the sereen since the talkies started. He sings. He plays the piano. His technique is absolutely unique Durante is terribly IMPORTANT. Go after him. Promise them plenty. They'd never heard of the Marx Brothers either —most of ’em—when “Cocoanuts’’ came to town. Story by Ben Hecht, who wrote “Underworld.” Direction by Hobart Henley, who made “‘The Lady Lies.” Copy angles: Rum Runners v. Coast Guards is on the front pages of the newspapers right now. Get out imitation tab newspaper with headline: ROADHOUSE NIGHTS UNMASKED! Coast. Guards Battle Bootleg Ring in Gaudy Resort! Beautiful Show Girl, Rum King’s Sweetheart, Saves_ Newspaper Man from Death! Illustrated with scenes from the pictures. Ten Nights in a Roadhouse—a Liftime of Thrills, Romance and Laughs for. All! ; g IS THIS MAN, as Motion , Picture News says, “THE CHARLIE CHAPLIN OF THE TALKING SCREEN?” (Based on Jimmy Durante. ) The first night’s a love song; The second is grins; ‘The third is a thriller; THEN THE RIOT BEGINS! An ad framed around the character of Helen Morgan in the picture: PERSONAL. To anybody interested in the whereabouts of Lola Davies, beautiful Kenosha, Wisc. girl, who left town with traveling man to seek career as cabaret singer in Chicago. Call Main 65 (your theatre’s number). See the trick ad and contest in the press sheet based | on telegraphic message tapped by Charles Ruggles with ring on telephone transmitter. Tell the newspaper folks in town that the picture’s about two reporters sent on a dangerous story. One gets killed; one marries Helen Morgan. They’ll be inter— ested. “Roadhouse Nights’ has more exploitation angles than a chicken has feathers. But time’s up, boys. It’s up to you what business you do. There’s no limit. As the name implies, A comedy pianist, who, However, the This (9 min.) Seene is inThe talent which is es in asking This hanced by a touch of color here and there. . That’s not the half of it! ©