Publix Opinion (Aug 29, 1930)

PUBLIX OPINION, WEEK OF AUGUST 29rx, 1930 SHORT REVIEWS OF SHORT FEATURES By BURT KELLY General Director, Short Subject Department PARAMOUNT “RED, GREEN AND YELLOW,” with Lulu McConnell, Arthur Aylesworth (11 min.) Story: The two principals are here presented as a scrappily-married couple. Scene is their apartment, and opens at dinner time. Thru the windows can be seen the red, green and yellow traffic lights. In their arguments they have difficulty as they both talk at once. Arthur suggests as a plan that they utilize the traffic lights to regulate their arguing, he talking on yellow, she on green and the both of them shutting up on red. This gives them both a chance to verbally lambast each other until the lights on the traffic tower go hay-wire and stick on green. This gives Lulu the chance she has wanted all of her married life and she makes use of it. Gag is used for closing laugh. Baby carriage is delivered and hubby is overjoyed. Asks when the blessed-event will occur and is told it happened that day. He sinks when he finds out Lulu bought it for her sister. Criticism: Idea novel. Rather inclined to be “‘talkie” but closing should, be “wow.” Production excellent. Booking-Routining: Domestic type subject so keep away from features of that sort. Bxcellent for opening act of front show. Should be followed by musical'or flash act. Exploitation: Lulu McConnell is well-known and deserves mention. Idea of traffic light can be tied up with domestic rule. PATHE “SWELL PEOPLE,” with Harry Gribbon, Dot Farley (21 min.) Story: Gribbon is pictured as a millionaire brick-layer and as the scene opens he is having a manicure while on top of the building under construction. When the whistle blows he leavesfor home in his Rolls Royce, inviting a bank president, whom he meets, ‘to his house for dinner. Balance of short is filled with gags and most of the laughs are derived from the bad manners of the bricklayer and his wife. Clever bits such as having an auto horn for a front door bell, a cigarette lighter that explodes, etc., are used to advantage. At the dinner table, unable to carve the roast pig, Gribbon dynamites it. When the smoke clears away we find Gribbon back on the building. It has all been a dream. The foreman yells to him to get to work and as Gribbon falls into a tub of mortar the splash falls on the foreman. Ends with chase. Criticism: Novel and’ sure to get good laughs. Booking-Routining: Best if used on program that needs a bit of foolishness and slap-stick. Care should be exercised not to book it with society; drama as it is in reality a burlesque on manners. Use with) features such as ‘THE STORM,” “WAY OF ALL MEN,” “WAY OUT WEST,” “MAN TROUBLE,” etc. Routine ahead of feature. Other subjects should be musical or cartoon. Exploitation: prove suitable. “MIND YOUR BUSINESS,” with Robert Agnew, Dorothy Gulliver (19 min.) Story: Story revolves around a sales celebration of a real estate company at which a revue is to be presented. One of the salesmen (Agnew) is taking the boss’ daughter (Gulliver) to the festivities but his rival intervenes and succeeds in getting the boy in the bad graces of both father and daughter. Resolved to get even, Agnew attends the affair dressed as a girl. From there on the subject concerns itself with the ‘‘Charlie’s Aunt’ type of humor with the father falling for the feminized Agnew. Idea is not handled with the subtlety it requires. Ends with the boy outwitting his rival and reinstating himself with girl and her father. Criticism: Only mildly diverting. Booking-Routining: Suitable for class B houses only. Should be used with strong feature. Routine ahead of feature following it with good fast cartoon. Exploitation: Title and Agnew’s name might be used to advantage. “DEEP SOUTH,” with James Stanley, Louis Bennett, (Song-Sketch) (10 min.) Story: As a background for the Southern songs that are rendered we are offered some pictorial scenes of Southland. A rather sentimental story is sketched. The girl’s father is supposed to be leaving the plantation but upon hearing his daughter sing he retracts his steps and abandons the trip. Some of the more familiar Southern tunes are done as well as some negro songs. Criticism: Okey for a program filler. Booking-Routining: Action is very slow and subject depends on the songs. Accordingly would spot it early in the program, pernans immediately after the News. Follow with snappy comedy subject. Exploitation: A line such as ‘‘the height of bad manners” might Title might be mentioned. COLUMBIA “NEVER STRIKE YOUR MOTHER,’ with Eddie Buzzell, Mildred Harris (8 min.) Story: Scene opens with Buzzell as radio announcer. Having just finished telling the kiddies a bed-time story he announces that he is going to tell one for the grown-ups. This he proceeds to do and as he announces, the absurd story is pictured. The story is a collection of gags strung together. Some of the gags are old but their treatment is more or less novel. Criticism: Good novelty subject. This is first one of Columbia’s “Specialties” series. Booking-Routining: Avoid' booking near the Vitaphone act ‘‘The Fight,” or the Paramount two-reeler “Hot Air Merchants,” as they are similar in treatment. Otherwise can be used wherever novelty subject is needed. Suitable for opening act of front show. Other shorts should be musical and comedy. Exploitation: Eddie Buzzell, the Broadway musical comedy comedian, has been making quite a few shorts and he is undoubtedly becoming popular. ‘Title of short appeals to the imagination and is suitable for novelty exploitation. “opPHE SHINDIG,’’ Mickey Mouse Cartoon (7) min. Synopsis: The animals are holding a “shindig” in a barn. Opens with gang on wagon. going to the party. Mr. Cow calls on Miss Cow and takes her. Mickey is one of the musicians with Minnie Mouse, the other. The dances, etc., at the “shindig”? provide the balance of the entertainment. Piano playing by Minnie Mouse is excellently synchronized and is good for a laugh. Criticism: Up to the standard of the Mickey Mouse series. Booking-Routining: Can be used any place cartoon is needed. Strong enough to be used just ahead of feature if such treatment of program is desired. Exploitation: Mickey Mouse series is popular so use series name, Carry; in all mention of short program. WARNER BROS. “BRIDAL NIGHT,” with Johnny Arthur (9 min.) Story: Newlyweds slip away from their friends and drive off to be alone. At the dead of night they run out of gas in a deserted part of the road. Hunting for a place to phone they find an old house. Upon entering the door slams shut. The balance of the subject is devoted to ghostly happenings in the house; the slamming of doors, the hooting of owls, etc. They get mixed up in the sheets covering the furniture and scare each other, ete. Criticism: Plot is familiar and contains nothing original. Booking-Routining: There have been several shorts using similar idea of spooky house, among them the “Laurel and Hardy Murder Case,’”’ so avoid booking them close together or with feature that has mystery; element. In, routining use as opening act of front. show following with a musical short or lively comedy. BWxploitation: If mentioned use mystery treatment. “CRY BABY,” with Bobbie Vernon (7 min.) Story: Opens in moving picture theatre with talking picture being shown. Bobbie, wife and baby enter and make so much noise that the actors on the screen look down and tell them to be quiet. (Bit sure for a laugh). Next scene shows the family at home with child still crying. ‘The only thing that will stop his crying is for Bobbie to break plates. Ends with wife breaking all the dishes by hurling them at Bobbie. . Criticism: First part good, second part ordinary. youngster not particularly pleasant to listen to. Booking-Routining: Other shorts should be strong and fast. Spot this one to follow the News and then use musical or cartoon. Exploitation: Bobbie Vernon should be remembered for his silent comedies. “ACROSS THH WORLD,” with Mr. & Mrs. Martin Johnson—travelogue, General: The old Johnson travel films have been re-edited and are here presented in serial form. There are four episodes of two reels each with the exception of episode No. 3, which is in three reels. Each episode is complete in itself and opens with a scene in Johnson’s home at a supposedly private showing of the film for his guests. As the actual travel scenes are shown Johnson is heard (off stage) explaining the adventures pictured. Episode No. 1: (21 min.)—This episode has to do with their trip to the South Pacific Islands. The natives, their curious customs, the islands themselves are all shown and explained. Interesting. Episode: No. 2: Crying of (20 min.)—This one has the Johnsons still in the South Pacific Islands and has for its climax their party being captured by head-hunters. They are only saved, in the nick of time, by the appearance along the coast of a man-of-war. Episode No. 8: .(28 min.)—The Johnsons now journey to Africa and are shown navigating the Nile with their special boat going deep into the country. During the course of this episode we are presented with interesting shots of the natives, especially the pygmies, and the animals inhabiting the country. Crocodiles, hippopotami, elephants, white rhinos, zebras, giraffes, wild dogs, water bucks, gazelles and other wild animals are shown in, profusion. Excellent. | Episode No. 4: (28 min.)—Still in Africa the Johnsons now enlarge their party by the addition of three boy scouts who came by train to be with them for several weeks. Camp has been made and we are introduced to the peculiarities of camp life in Africa. Later we are shown many shots of lions, all of which are interesting. ‘The boy scouts are utilized to advantage in many of these scenes. Closes with the boys being back on the train. The finish of the serial at thea end of the private showing. Criticism: The shots are all authentic and interesting. Johnson as an announcer leaves something to be desired, however, the subject makes good entertainment. Booking-Routining: Wherever a two-reel travelogue can be used these would make excellent subjects. By slight change in title at opening, they could very well be used as single subject. However, there is no objection to using them in serial form. In routining it would.be best to follow the News with a short comedy act, then the Johnson subject and then either a cartoon, a musical, or a comedy subject. If time does not permit such an arrangement then use subject after News and use same type subject as above to follow. Exploitation: Mr. and Mrs. Martin Johnson have been well publicized in connection with their previous road show pictures. Their names should be of great value. On the last episode the Boy Scouts should be taken into consideration and suitable tie-ups made. “THE POOR FISH,” (6 min.) Story: The husband returns to find his wife talking to her lover over the telephone. After a short argument the lover arrives and the two men while-trying to decide who shall have the wife discover they are both fish enthusiasts. Whereupon they both leave the wife, to go fishing. Wifie calls another boy-friend (the keeper of the Aquarium) who declares he hates fish. At closing the two would-be fishermen are seen on the dock and, engaged in an animated discussion accidentally walk off the dock. Criticism: Rather pointless sketch however, contains some elements of comedy. f ; Booking-Routining: In booking keep away from any Sportlights or other sport pictures. Suggest using as opening act in front show and following with fast musical act or good cartoon Exploitation: ‘Title may be used. j “POOR LITTLE BUTTERFLY,” (7 min.) Story: Opens in a Japanese tea garden. At opening two Japanese girls are doing a har mony in front of a chorus of girls. One of the serving maidens is asked to read the tea leaves in a guest’s cup. She complies b singing the story ‘‘Poor Little Butterfly.” Scenes description t the song-story are interspersed and we see the American 1] e leaving Butterfly and later see him forgetting her in as an a cafe. Closing shot shows Butterfly with her (eupposcdney acti who is attired in a miniature i wig American naval uniform. Techni Criticism: Moderately entertaining nary recommend it. ‘ ooking-Routining: Some care should b i 1 @ exercised i gubleat on account of the use of real Japanese aire prance e one who has the affair with the officer. Its favorabl : on the Coast is doubtful. Use a program ee ing in color. Spot early in 7 subject. y Program and follow with fast comedy Exploitation: The song and has been moderately however, nothing to partic “Poor Little Butterfly” popular for years. YAR AC enn interurban in Iowa, has increased businegg at the Paramount theatre ma. terially, according to Arthur 1, Mayer, division director. turned at Fourteenth street in Omaha, making a loop through the wholesale district and back across the Missouri river bridge, The Paramount is located at Twentieth street, six blocks up Farnam street from. the Bluffs car line, five of them up a rather steep hill. / tween Omaha and the community of 50,000 across the river. a great deal of it is via street car, due to the traffic and parking congestion. from the Bluffs have proceeded up Harney street from Fourteenth to Twentieth street, turning to Farnam and passing the door of the Paramount before going back to Fourteenth. itself substantially at the box-office. Unique Ballyhoo Sells ager of the Lyric theatre in Mo that is otherwise lack ae bea Trolley Ro ite Change Aids BoxOffice — Revision of the route throupy, the Omaha business district fo, street cars from Council Bluffs, across the river Bluffs street, cars always hayg There is much commuting be And For several weeks street carg The new routing has reflected ‘Runaway Bride’ Film Mitchell Conery, former man bile, Alabama, promoted two roadsters for a ballyhoo on “The Runaway Bride.” A girl in bridal costume drove one of them through the streets, followed by the bridegroom in full dress uniform as pilot of the other. The attraction name appeared on the first car, the theatre and playdate on the second. An automobile bedecked like a newlyweds’ car, with signs, cow bells and old shoes, was used by G. EB. Hoffman, manager of the Ritz theatre in Anniston, Alabama, for a similar bally on “Blushing Brides.” Theatre Profits With Savings Bank Tie-Up Newspaper space worth $375 was netted by the Saenger theatre in New Orleans in a savings bank tieup arranged by Joe Bstes, direttor of publicity. Two dollar checks from the bank were distributed to theatre patrons during the week. They were void unless deposited with ten dollars in cash in opeling a savings account. The bank paid for the printing of the checks and the salaries of the persons who distributed the checks in the lobby. :The bank gave the theatre $375 in cash for payment for eight quarter pase ads on the tie-up, copy to be writ ten by the theatre. Picture Title Suggests Personal ’Phone Stust “On The Level” at the Jefier son, Huntington, Ind., lent itself so well to a sincere exploitatio stunt that Manager A. H. Lawtt! forthwith put into action the well known personal telephone stunt. Inasmuch as the town }§ comparative small one, this mes sage from Lawter carried consider able weight. Stunt was both ine pensive and effective. A “CUCKOO” STUNT A decorated Christmas tree the lobby of the Granada, Norf?) Neb., during a recent heat SR effectively exploited the “Cl. koos,” one week in advance. al day prior to opening, man dress a as Santa Claus, was «iv, through the town by horse ay buggy, which was approprial® bannered.