Publix Opinion (Jan 24, 1930)

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SELLING ‘‘HOT FOR PARIS” By GLENDON ALLVINE Advertising Manager, Fox Films (Not for Publication) All you really have to know about this to sell it: it’s Raoul Walsh’s follow-up on “‘The Cock Eyed World,’’ although not in any sense a sequel. A_ built-for-laughing-purposes-only comedy done in the Raoul Walsh-Cock Eyed World manner. Same authors, Walsh and Billy K. Wells, same director, and two of the same stars—Victor McLaglen and El Brendel. If you never told them any more than that, you’d have what it takes to get them to the box-office, because they’re still talking about “The Cock Eyed World,’ and you know they’re hungry for more. Here it is! Don’t get the idea that “Hot For Paris’ is just a weak sister to ‘‘The Cock Eyed World.’ Far from it. At the Fox, Philadelphia, it did as much business in five weeks as “The Cock Eyed World” did in six. At the Roxy it stayed for two weeks, taking more than $200,000. The kind of money means it’s got something in its own right. The point is, you don’t have to softpedal your advertising. : The story? Why mention it? It isn’t the story that counts here. It’s Walsh and “The Cock Eyed World.” It’s" Vic McLaglen and El Brendel back again, continuing their cockeyed adventures in France, with Vic concentrating his energies on the concentrated beauty of Fifi Dorsay, fascinating French charmer of ‘‘They Had to See Paris.’’ And while on the subject of Fifi, get an eyeful of the stills of this baby! It’s the gags and the gals. And don’t forget the songs, because picture songs in this day and age are music to the box-office and “‘Hot For Paris’ has a flock of hits by Walter Donaldson and Edgar Leslie. “The Cock Hyed World’’ annihilated records and gave Raoul Walsh something to shoot at. ‘“‘Hot For Paris’ makes it two bull’s-eyes ina row. Sez me? Sez anybody! By LOUIS NOTARIUS ~ -Publix Theatres Booking Department PARAMOUNT : DEEP ‘‘C’’ MELODIES (9 min.) As the name implies, this is a singing number with Frances Williams and the Yacht Club “Boys. It is a sequel to ON THE HIGH ‘C’S’’—the only difference being that new songs are sung. Consider the number more entertaining than its predecessor. Should be booked at least from six to eight weeks apart. Will go well as an opening act on a three act Dill. FOR LOVE OR MONEY (20 min.) Comedy with Lois Wilson as the wife of a millionaire who believes he has lost her love. if he can prove that his wife married him for love rather than for money. This proof is accomplished in an ingenious manner, making use of rather elaborate production, especially in the race-track sequence. Lois Wilson is supported by Bert Roach... The comedy is of the -dressed-up variety and the dialogue is fairly amusing. Will serve as contrast with a dramatic feature of the underworld type, or with a feature containing low hokum. THE FAMILY NEXT DOOR (15 min.) This is a two reel domestic comedy with Charles Ruggles in the role of a goodnatured souse. Ruggles and wife intervene in a quarrel of neighbors, and, after succeeding in their efforts, bring about peace, return to their apartment only to wind up in a quarrel of their own. Now the neighbors become peace-makers —again they quaff the forbidden liquor and before you know it—it is a battle royal—all parties soused and wind up with “Sweet Adeline.’ Good, fast dialogue from beginning to end. Situations exceedingly funny. Has those elements that mean real entertainment and will prove surefire on any bill. Will go great with a dramatic feature. EDUCATIONAL SUGAR PLUM PAPA (21 min.) A two reel Sennett low slapstick comedy with Clyde, Gribbon and Marjorie Beebe. Situations are concocted for these three comedians that cannot fail to draw loud guffaws. The plot—a rich man’s son (Gribbon) is about to be married off to a French noblewoman. His preference, however, runs in the direction of the house maid (Miss Beebe.) The extreme contrast should make one anticipate the hokum which follows. Clever use of sailors on a whoopee spree, who attend the secret marriage of Eddie to Marjorie, and the comical use of pails of water, which replace the pies of old, will undoubtedly cause side-splitting laughter. Good old-fashioned hokum that will go great with a tense dramatic feature. CASTLE WHERE THE SUN PLAYS (colored) (10 min.) A scenic in color of the Great West. Splendid shots of the cattle country, portraying a Round-Up and several Rodeos. It is all done in color, which is far superior to LAND O’LEE, the previous subject released by the same company. Several theme songs, symbolic of the grandeur presented, are introduced at the right time and prove very effective. Will add class and variety to any program. Consider this a worthwhile novelty. treatment. COLUMBIA ~— MERRY DWARFS (6 min.) Silly Symphony Cartoon. In the MERRY DWARFS we get another Silly Symphony cartoon which may be inserted to advantage in the front show, or after a program feature with a doubtful ending. Similar in type to SPRINGTIME, although not nearly its equal. Yet, excellent synchronization and clever cartooning make it a diverting subject. VITAPHONE 940 ROSE PERFECT (8 min.) Billed for years in vaudeville as “The Girl With the Golden Voice,’’ who renders standard ballads in a clear soprano. She is assisted by a pianist who sings a Chinese character number. The act as a whole is This is a two reel Christie He offers his friend $10,000, | Jebieloleletotelefeetotutototeieieieteteteteetestetuiofotetifetotetestetiotototetestesteteteteatestat SHORT REVIEWS OF SHORT FEATURES x ters a te FIO OOOO OILS Contains shots which merit magnascopic — | possibilities of “Paramount on | better name for what you can ex -Harry Green, James Hall, Neil = PUBLIX OPINION, WEEK OF JANUARY 24ru, 1930 RAVES OVER PARAMOUNT PARADE — Arch Reeve, in a special communication from the West Coast studio, literally raves over the Parade,” which he describes as Paramount's answer to the revue situation. His message reads as follows: “Paramount On Parade’’ will be, strictly speaking, a revue. But it will be entirely different from any you have seen and heard. “An intimate film frolic’ is a pect. It will be gay, tuneful, funny, merry. It is designed to offer the great Paramount personalities in the most charming and suitable and entertaining way possible. There will be big scenes and big flash numbers—some in Technicolor—but in the main the idea is to give quality in entertainment and in personality rather than simply show you a series of huge, big sets. Intimate entertainment has been the consistent aim. The picture, one of the most ambitious undertakings in Paramount’s history, is still in work, and any specific information here must be regarded as tentative, because numbers may be eliminated or added after the picture is cut]. and previewed. At present, the cast includes the following amazing list of personalities—the greatest array of BIG names ever assembled for one production. Richard Arlen, Jean Arthur, William Austin, George Bancroft, Evelyn Brent, Mary Brian, Clive Brook, Nancy Carroll, Ruth Chatterton, Maurice Chevalier, Gary Cooper, Leon Errol, Stuart Erwin, Kay Francis, Skeets Gallagher, Hamilton, Helen Kane, Dennis King, Fredric March, Jack Oakie, Warner Oland, Zelma O’Neil, Eugene Pallette, William Powell, Charles Rogers, Stanley Smith and Fay Wray. Lack of space excludes mention of many other players. The picture will consist of short numbers, but they will be knit together and woven into one entertaining whole in a novel, surprise manner. The picture has a completely different opening, and for a big smashing finish a number by Maurice Chevalier and a chorus of chimney sweeps on the roofs SELLING “SLIGHTLY SCARLET” By RUSSELL HOLMAN, Advertising Manager, Paramount Pictures (Not For Publication) Shows like “‘The Love Parade’”’ and ‘‘The Vagabond King” are cinches to sell. They stand out in the public’s mind as “must-see” pictures months before they arrive; your seats are sold in advance. The sign of a smart showman is to take a very good picture like ‘Slightly Scarlet,’’ set it up in your patrons’ consciousness as important and wring a flock of extra dollars out of it. 2 A “Slightly Searlet’” requires more work and brains to sell than, a ‘“‘Love Parade’. See the picture in advance if you possibly can. If you can’t, take our word for it that it’s worth going after big. Nobody in your audience is going to tell you afterward that you over-sold them. “Slightly Scarlet’ is the ‘‘Raffles’’ type of polished crook melodrama with a nice romance. The stars are Evelyn Brent and Clive Brook. Copy: They fought each other in ‘Interference’. They love each other in “Slightly Scarlet’. And how!....Not Boyand-Girl Love, but the Fierce, Sophisticated Love of a Grown Man for a Beautiful Woman. Love that will not be denied even when Handcuffs are upon Her Wrists and He Knows She has been Living a Lie! (There are some nice love shots of Brook and Brent in the press sheet to back up this kind of stuff. ) How about teasers or contest, asking fans what two famous stars’ last names each start with BR and then tell them they’ll see the two in the same picture. : Both Brent and Brook play society roles and are really crooks. Neither knows the other is a crook. On the Riviera they both trick their way into the house and confidence of a wealthy American family headed by Eugene Pallette (the dumb police sergeant of ‘‘Canary”’ and ‘‘Greene’’) with the idea of stealing a very valuable necklace. Brook is a lone ‘‘Raffies’’. Brent is the tool of a master mind, Paul Lukas (‘‘Shopworn Angel’’, “Halfway to Heaven’’). Brook nails Brent in the dark at the wall safe where she is about to lift the necklace. She thinks he is a dick. So does Lukas, who busts in and pulls a gun. Battle. Lukas is killed. Brook hands a fast line to the police and both Brent and he go free. Clinch. Good copy can be built around the title, but don’t get-rough with it. Suggestion: When is a Woman “Slightly Secarlet’’?... They Were Madly in Love. Society Branded them Slightly Scarlet and Denied them Happiness. General copy: <A love-swept melodrama...He came to steal a million dollar necklace—and he left with a woman’s heart...Ladies! When attending ‘Slightly Scarlet’? at the Rialto, please leave your jewelry at home. The principals in this picture are the two smoothest crooks in the world... Pitch darkness. A slim white wrist in the glare of his flashlight. He seized it. The woman he loved—a, thief! Stills of Brent or of both Brent and Brook with daubs of scarlet paint on them and the title of the picture printed on, will attract attention. ; : Tie up with department stores: The Mode of the Day is ‘Slightly Searlet’’. ..Have them hold a sale of dresses, scarfs or other dry goods of scarlet hues. Dress a woman in scarlet from head to foot and let her promenade the streets. Keep your lobby decorations and outside stuff scarlet wherever you can. Several stills showing the famous necklace of the picture offer tie-up possibilities with jewelry stores. Brent wears some exquisite ultra-modern clothes in the picture and many of her stills are good for fashion tie-ups. She uses a plain calling card with “Countess Stavrin” on it. Write “Slightly Scarlet’ on such a card in red ink and use as throwaway. : of Paris and the clouds of the skies. In between these numbers will come comedy skits, song numbers, beautiful technicolor numbers, girl numbers, burlesques, a seri 937 THEN & NOW, with Billy and Elsa Newell (7 min.) “class”? and will be appreciated as an opener in a program containing hokum comedy as contrast. 987-8 IN THE NICK OF TIME (16 min.) This is an old vaudeville act which is only fair entertainment. The original vaudeville stage set is used—the seene being a little farm house with old mother and farmer-husband worried about the mortgage which is in the hands of the old-fashioned villain who wants the daughter or—etc. Of course, he doesn’t get her and the homestead is saved by the rube lover. Rather dull entertainment. 932 GIOVANNI MARTINELLI (9 min.) As usual, Giovanni Martinelli displays a fine tenor voice in an operatic selection—‘“‘Martha.” The subject should go well in ‘‘class’’ houses but will have little appeal generally. Excellent material wherever this type of subject is appreciated. 923 MILLER & LYLES in “‘The Midnight Lodge.” (8 min.) This colored team, well known in negro musical comedies © such as “Shuffle Along,’ present their old skit, making use of “deducks” material. The scene is a Lodge Meeting where the president and members sing several spirituals—finally making way for the two comedians, who try to explain certain misappropriations of lodge funds. Their original idea of “revision” and “mulsification’”’ is funny and will entertain those who have never heard it. tertaining act. These two old vaudevillians show how love was made in the nineties and how it is done today. They appear first in the oldfashioned costume—she with bustle, etc., and he with loud checked suit, walrus mustache and grey derby hat. The scene then changes and we find them modern. All done in song and dance. A good opening act. 936 THE MUSICIAN, with Al Trahan. (8 min.) Al Trahan is a pianist who burlesques parlor virtuosos. by a soprano who serves as foil for him. The scene is a salon and the famous musician and singer are introduced. “Low, the Gentle Lark’’ serves as their material and they go through their stuff in a low comedy vein that will unPreceding a dramatic feature it will A good number. . doubtedly get laughs. prove diverting contrast. Consider it an en. He is assisted ous note or two, and in general, the finest entertainment that the co-operation of the entire stidio staff can give you. I have already heard a least six songs which sound like potential hits. “Paramount On Parade’ is being personally supervised by Albert A. Kaufman, Jesse Li. Lasky’s executive assistant, closely aided by Elsie Janis, internationally known stage star. Half a dozen Paramount directors have worked on various parts of the reyue. It can’t fail to be great stuff. AUTO SHOW BASIS OF GREAT TIE-UP Taking advantage of the impending opening of the annual Automobile Show in Springfield, Mass., Manager Herbert Chatkin Jof the Paramount Theatre ob tained a new Chrysler, to be driven by his organist; Joe Alexander, for several weeks. The Chrysler agency has obligated itself to play this up strongly in all of their advertising during the period Alexander uses the automobile, and will feature it in all of the literature they pass out during the show. Four ushers from the Paramount will be in nightly attendance at the Chrysler booth, during the show itself. BOLIVAR HYDE WEDS From Lakeland, Florida, comes the announcement of the marriage ~ of Miss Mary Floy Streater, daughter of Mr. and Mrs. John Baxter Streater, of that town, to — Bolivar F. Hyde, Jr., city manager for Publix.