Publix Opinion (Jul 4, 1930)

va A—— ae | SELLING “GooD INTENTIONS” . By GLENDON ALLVINE Advertising Manager, Fox Films, (Not For Publication) cme That former Paramount film salesman, William turned out a swift and realistic drama in “Good eee pound to be a push-over for Paramount exhibitors wide-awake apo as well. With the story and direction that Howard has contri with Edmund Lowe topping a topping cast, “Good Tubontione? will fall into NS pera column almost, automatically bike A quarantine sign on your theatres is ab ; ‘ will keep you from doing capacity. ovy theronly thing that There are roe in ae Picture, but the es. Howard has emphasized two things—action and h ; uman interest, and he gets more thrills out of them than 1° ? | a Beenie cons, Jax you'll ‘find in a nest . As a slant on the under-cover work that 8o0es on i “Good Intentions” is a revelation. with plenty of pace and smartness. Remar per the eae about the nice old laq of Napoleon from a riend? “Don’t tell me how it ends,” i a few days later. I haven’t finished it yet.” That’s a ils ee regard to Good Intentions.” Don’t tel] too much of the story in advance advertising. Let your patrons find it out for themselves eee ie Tee best in the part of David Cresson, and Marguerite Churchill and Regis Toomey do their share “i Intentions” the splendid picture it is. Sure oeen Just for good measure, there is a song by Cliff Friend and Jam _ Y. Monaco, called “A Slave To Love,” which ties up nicely with the story. Here are a few catchlines: “Two men in one—a crook and a gentleman—and one destroyed the other.” “When thieves fall out there’s the devil to pay.’’ “He laughed at the stars that warned him of his fate.’ Despite its serious theme, “‘Good Intentions” is salted with laughs. It will appeal to all sorts of people—for different reasons. But no matter why they like it, you can rest assured they will. Howard, has tions” that’s And for al] other y are cCharacters—not n crookdom, It’s not Overdrawn, but it’s done + 7 SRA AAA A ARO +, CAR? eolerterfertertertertertertertertertess EXE BOO eeeeieieiiot at raryertent Relegetehutotatetatet SHORT REVIEWS OF SHORT FEATURES { By LOUIS NOTARIUS Roheitey * Publix Theatres Booking Department He MHeieleieieiieieiies iofelioiutelatetatetetutetotetetes hee eieietes Vitaphone 3781 THE PEOPLE VERSUS— (6 min.) Here we get a crook drama in which a wily criminal, in the person of Frank Campeau, attempts to place the guilt of a murder on his young partner in a holdup. He reckons, however, without the District Attorney, Pat O’Malley, who gets his confession in a cunning manner. A short dramatic sketch which should be booked with a slapstick comedy of the free and easy type. Nothing unusual and should get fair audience reaction. 4034 HER RELATIVES with Neeley Edwards. (6% min.) A steal on THE BRIDH’S RELATIONS, but done crudely by comparison. The wife’s relations come and take possession of house. This is accompanied with the usual slapstick. When little Jimmie gets the measles and the place is quarantined, all call for situations of the low hokum variety, which should get laughs when preSented to an audience. Should go with a tense dramatic subject Such as Shadow of the Law. Has elements of belly laughs which will go over. 1002 OFFICE STEPS (914 min.) A jazz-mad business office where everyone does his att to syncopated tunes. Typists ae and dance, and the boss dictates letters in jazz time. as SS Ta have been coralled from the musical hit “FIFTY AEOEONN FRENCHMEN” and the cast also includes Harry Monaven 192 ©: the Ziegfeld and Winter Garden shows. Some ony ae ne per Tendered are: “Office Steps,” ‘‘Painting the Clouds Shine,” “Singin’ in the Bathtub,” ‘Miss Wonderful.” A fairly 800d flash to close the front show. Fey ranean 0 THE CHEER LEADER with Tom Dee a ciiella ete. A cheer Maudlin drama of the college campus, sxcitement of a een in the e leader loses the use of his limbs, and, fn a rather miraculous football game, regains the use of them jioot?? averare auWay. Peeaeiuaine but yet hokey enoush A thal eerie x the diences. The flashback to lively shots of @ A subject which ro watches it thru a window, is See e nee it in the “B” Will get by with a comedy feature. e) houses generally. Unusual Photoplays us curator SPRING (7% min.) Another scenic with Dar ne oa : This sub of the New York Zoological Park, Ree not only presents the ject displays the beauty of the season. trees, but also shows Udding of flowers and the rie oF ‘ane winter aes an : i o life . at at wi / ee om coming an interesting subject th * touch of variety to the program. Eee This subject presents the a LAIR OF CHANG-HOW (9% min) |.’ ouses, temples, rice, : ith its jo “How — the Comat civilization in the Dr ieieal Jair Of Cae ee) aravel Olies, it es and the bond Ser dreaded bandit. It is another of the bees up to the stanan® rd °ENe, Which, while interesting, does? pis However, will ho é ed it. : : the subjects of this Series which preced ram a bit of variety ive the pros ° the attention and help to jae) Al St. John and in a cabaret as = PRESH EGGS (20 min.) ho land edy ' edians W dental com pad mn Fo NT ig. They ene A girls and @ waiter, r f k p » to gon iven by ‘ts to lo ,« S0ng and dance as & le resorts 00 3 iWenile. The comedy as a ar minutes of eae feature. cient yariety to give twenty a ore e resents a Mpeltnt. A good subject to be booke in eae beauty “Or 7 H AL BEAUTY SHOP (19 mine of it takes PlAC "their stuft “&-' 2 tom, dance. 4 ers, ete. at contho, WY, With song and d anicurists, pare matic feature th ays Bs ta Where customers, Mi dre ect will serve 4 unt ‘filth song and dance to mus hout, this subJ w, Suggest, HOWE,” So Straight dialogue caer f the front a rather than tie ast in a number two “BRB” hou “Mat the subject be booked in the y who borrowed a life, ‘ ery 7 Y 4TH, 1930 CHILD PICTURES SUBJECT FOR STORIES Parents dismayed at the mature gestures and words acquired by movie attending children may now breathe easier. Realizing that the advent of talking pictures has resulted in ‘the production of fewer and fewer photoplays appealing to i F: childish sensiDeL 1-1 -G ives: the Paramount Publix Corpora Plant this in tion has anyour local pa-{ nounced a propers. Build up| duction sched ule for 1930-31 in which will appear these favorites of the young: “Tom Sawyer,’ Huckleberry Finn,” and “Skippy.”’ Anxious to fulfill its obligation to all of its patrons, this company is taking so radical a step feeling that there is a distinct value to the young in wholesome entertainment. For this reason, not only will special juvenile films be made, but a large portion of other pictures will have those elements of movement, thrilling action, and robust humor that children and even adventure loving adults like. Not content with designing stories for this purpose, Paramount Publix has gone out of its way to procure talented juvenile stars with a distinct charm of their own. Jackie Coogan, it is expected, will perform the title role in the Mark Twain adaptations, while Mitzi Green is getting ready to enact more ambitious parts than she had in “Honey,” ‘“‘The Marriage Playground’ and “Paramount On Parade.’’ Radio Salute For Byrd On His Arrival Admiral Byrd’s arrival in New York City was heralded in New Orleans by a radio salute arranged by Raymond B. Jones. Speakers were Mayor Walmsley, President James Smith of the Association of Commerce, two representatives of Publix, and C. E. Zrenner, who read Floyd Gibbons’ dramatic description of Byrd’s flight over the Pole. Finish of salute was tied into the picture, with a great plug for its New Orleans opening at the Tudor Theatre. ; Salute came at end of the N. B. C. broadeast of Byrd’s arrival and reception, at a strategic time which guaranteed that it would be heard by all who had followed the New York broadcast. to your juveniles. Will Rogers, at Met., Gets Big Play in Boston Papers Will Rogers, making personal appearances at the Metropolitan, Boston, was a publicity natural. Publicity Director Harry Browning planted stories on the fact that he was to fly to Boston, one landing on the staid Traveller s front page through efforts of O’Brien of Browning’s staff. Other stories ‘told that he would announce the key-Schmeling fight from the apy ie chronicled his visit to Governor Allen. Interviews landed in_ several Beech-Nut chewing gum rs. Ae itD. with samples distributed, came easy. Browning ran a one i d under Rogers’ daily story ite Globe, in addition to regu lar ads. MeFAUL’S ADDRESS ail for theatres in Buffalo, eu Falls and North Tonawanda, N. Y., should be addressed to Vincent R. McFaul, Buffalo The atre, Buffalo, W.. Xf, i PUBLIX OPINION, WEEK OF JUL | 7 ry, LL. SELLING ‘A MAN FROM WYOMING? By RUSSELL HOLMAN, Advertising Manager, Paramount Pictures (Not For Publication) “The Virginian.” ‘The Texan.’”’” And now—Gary Cooper in ‘“‘A Man from Wyoming.”’. A good box office title. Folks want Gary in he-man outdoor stuff. His two previous pictures named after states left a good impression. They’re not going to be disappointed in “A Man from Wyoming.” To my mind, individual performance of Cooper in this picture is the finest he has ever given to the screen. Here’s a preliminary warning: Don’t lead people to believe they’re coming in to see a Western, with Cooper as a cowboy. The picture is all-outdoors and packed with thrilling action, but the background is the war, not the West. Except for some preliminary shots showing Gary building a bridge somewhere in America's great open spaces, the scenes are laid. at the front in France, behind the front and on the wartime French Riviera. What you’ve to sell are: 1. Cooper—the new type of handsome, raw-boned hero of the screen. Popular on account of his appearance, his acting ability and a succession of good shows. A big draw with the women. Check with the ladies and you’ll be amazed at the. power this lad wields over them. Cooper ad copy directed at women sells seats. 2. An exceptional cast. June Collyer, handsomer and “It’’ier than ever before. Regis Toomey, putting up his usual at tractive performance. Morgan Farley and others. 3. Direction by Rowland V. Lee, who made the “Fu Manchu” pictures and other money-getters. 4, A stirring, true-to-life love story of the war. A drama in which war is handled in the grim, relentless way that it is in “All Quiet on the Western Front,” except for certain scenes in which a few romantic liberties are taken. A drama that at the Same time introduces the angle of a pretty woman at the front such as you find in popular books like “War Nurse,’’ ete.—the intensely interesting conflict ensuing when a pampered, protected daughter of wealth is thrown suddenly into an atmosphere of blood, battle and men in the raw. Finally, the picture introduces, for the first time on the screen as far as I know, the atmosphere of the wartime Riviera—Cannes, Nice, ete.— where the luckier wounded officers of the Allies were sent to get well and momentarily to forget and did so to the tune of jazz bands, popping champagne corks and gay ladies’ too gay laughter. Cooper is a captain of engineers in the story. The first time the engineering corps has gotten a break in a war picture. The story accurately shows the heroic, all-important work they did under gruelling physical conditions and gunfire. Incidentally, Gary makes a most convincing captain—tight-lipped, tough but a good guy, an efficient fighting man. “Veterans in audiences will believe and respect him. Suggested ad copy: A Man from Wyoming and a Girl from the Ritz. Meeting, loving, marrying, parting—on the Western front. And when he came back, bullet-shattered, she was in another man’s arms! What did he do—this man who had boasted that nothing had ever licked him? A. girl on the Western front—a girl and ten million men— and one man saved her, conquered her pride and her beauty, lost her—all in one savage, gun-torn night. Did they meet again? He treated her rough and she loved it. and found her in another’s arms. When a soft-eyed society girl meets a hard-boiled captain where the guns roar on the Western front—who wins? From the Western frontier to the Western front—battle your way with Gary Cooper through shot and shell, grim danger and wild gayety, to love and happiness. GENERAL’S PRETTY NIECE INVADES NO MAN’S LAND! Handsome Captain Saves Her, then Reads Her Riot Act! But Love Softens His Wrath. See “The Virginian” jump into the Biggest Fight of All! Snatch victory and a girl from the enemy. fire. A Man from Wyoming. Clean, handsome, courageous. A born leader of men. Ignorant of women, their charms and their love. <A Girl from Society. Pretty, rich, pampered, sophisticated. Somewhere in France they meet. Where war sweeps barriers and conventions down. Where the living present is all that counts and happiness must be seized on the wing. Love strikes these two—blindly, fiercely. While guns roar a wedding march, they marry. Then he plunges back into the inferno of fire and smoke, leaving the wife he hardly knew. In a week he’s a name in the casualty list. And she—grieving, bewildered, embittered by this blow of fate—seeks wildly to assuage the wound in her heart on the gay, wartime Riviera. Outwardly the merriest widow in France. But yet not a widow. For he comes back—this Man from Wyoming—back to find her in another man’s arms—to— The Man, from Wyoming is Gary Cooper. The Girl is June Collyer, ‘inspired by the greatest role she ever played. The picture, with its amazing and unforgettable story and climax, comes to this theatre next.......... He married her— Manager Gets Mailing in Brunswick Reduction Sale Although dealers handlin g Brunswick radio-panatropes were recently authorized to allow a credit of $64 on trade-ins of old radios or phonographs, Manager B. W. Winstanley of the Saenger, New Orleans, tied-in on the reduction in an unusual way. Brunswick dealer in New Orleans is a leading department store. Winstanley had the stores send heralds to its mailing list of 15,000, stating that patrons of the Saenger would receive a certificate entitling them to this allowance, during the run of “Mammy,” All expenses borne by store. Innovations Welcomed By Local Merchants full page merchants’ co-operaave ad, in the Mobile, Ala., Register, welcomed the inception of the magnoscope screen and the return of a former organist to the Saenger Theatre. Becaus of the conecerted efforts of Harry Marchand, manager of the theatre, George Watson, publicity director for the Gulf Coast district and Emma D. Poe, secretary to Ricardo Monteil, district manager, there was no expense to the theatre. Several stories about the two innovations also appeared in the paper, “3 “a