Publix Opinion (Sep 26, 1930)

COMBINES WITHIT OPPOSITION IN CAMPAIGN Led by Manager C. T. Perrin of the Paramount and Harry Blake of the Publix Strand, all four theatres in Cheyenne, Wyoming, united in a campaign on the opening of Greater Talkie Season. With all Publix and opposition theatres combined, many things were accomplished which could not have been effected by either company individually. Arrangements were made with the Cheyenne Tribune for a numbering machine to be used on all city and suburban circulation on Monday, August 25th, first day of]. the week’s campaign. Merchants were tied-in, with corresponding numbers placed in downtown windows. Subscriber finding number of his newspaper in merchant’s window received a prize donated by that merchant. Ads of cooperating merchants made possible the largest special section in the history of the newspaper, which reciprocated with profuse publicity. . In addition to the section, the paper ran a special streamer across amusement pages for the entire week. Window Contest Theatres offered prizes, principally guest tickets, for best windows decorated in recognition of Greater Talkie Season. People of Cheyenne were judges, with ballot boxes in each theatre lobby. Elks Club staged a Greater Talkie Season Movie Ball; merchants gave prizes for the best “movie” impersonations, and the newspaper cooperated with publicity. At 7 P. M. on Monday, the theatres pulled a parade, with a prize of $25 offered for the best deco“rated car. Banners, 4’ x 18”, were furnished for each car in the parade, which was six blocks long and most successful. Drum corps and two bands participated. Mayor of Cheyenne issued a proclamation recognizing the special week, and gave permission both for the parade and for theatres to fire bombs from marquees on Monday night. Perrin’s activity gave early promise of being so successful that the opposition theatres came forward with an offer to furnish the trailers for all houses. Entire cost of the campaign to each theatre, aside from this, was $21. COIFFURE STYLE REVUE IS A HIT First ‘“‘Reyue de Coiffure’ in Cheyenne, Wyoming, featuring hair-dressing styles, was held on the stage of the Paramount Theatre. Leading local beauty parlor footed expenses, furnishing fourteen models and paying for a trailer and cooperative newspaper advertising. Only cost to theatre was $2 for a stage hand; more were unnecessary as the revue was put on in front of the curtain. Stunt occupied only five minutes, made a hit with feminine patrons, and since the models were attractive, didn’t displease the men. Manager C. T. Perrin attributes at least one-third of the excellent business on a very good opening night to this added attraction and the extra free advertising. Film Plane Delivery Offsets Late Booking A photo and story in the local paper was the medium by which Manager A. M. Jacob advertised ‘Those Who Dance,’ booked into the Istrione, Jackson, Miss., at the last moment. The can of film was shipped by airplane to Jacob, who had staff photographer ‘shoot’ arrival. Stunt appeared in evening edition prior to opening day. PUBLIX OPINION, WEEK OF SEPTEMBER 26tn, 1930 SHORT REVIEWS OF SHORT FEATURES By BURT KELLY General Director, Short Subject Department PARAMOUNT “DRIFTING ALONG,” with Robert Bruce. Scenic (8 min.) Synopsis: “SWING YOU SINNERS,” Talkartoon (8 min.) Synopsis: “SI, Two elderly fishermen comment on the ambition of youth and, speculate upon the thoughts of two young lovers who are in a canoe at the opposite side of the lake. The microphone and camera are transplanted to the young couple and we find that the boy is wishing he could drift forever in a canoe with the girl by his side. As he talks we see many shots of waterways while we apparently drift along with the current. The shots are extremely beautiful. As we drift we hear a song (off stage). We are later brought back to the canoe to find that the girl is not in sympathy with the idea of drifting and would rather have the boy be a go-getter. The boy resents this and paddles her home in a hurry. We are taken back to the two fishermen who close the subject with a humorous line. Criticism; An excellent scenic, cleverly presented and made interesting. Photography above average. Booking-Routining: Ideal for inserting a touch of “class’”’ to any program. Best if used with comedy feature such as ‘‘ANIMAL CRACKERS.” If a comedy short is also used on the game program, subject should be inserted between the comedy and feature. Exploitation: Usual mention for this series. As an example of clever drawing and originality. this one is notable. Subject is reminiscent of a nightmare with its strange figures, ghosts, ghouls, etcetera, rising to haunt the poor, creature that attempted to steal a chicken. ‘Sing You Sinners” is used as the basis for the music. (The lyrics have been changed slightly to fit). There has been nothing just like this before in cartoons and it must be seen to be appreciated. Criticism: Absorbing cartoon, fast moving and funny. Will appeal especially to better type audiences. Booking-Routining: Avoid playing with mystery feaures and do not use on the same program with “HER FUTURQD” which also uses “SING YOU SINNERS.” Spot on prominent position: on program. Suggest it be placed immediately ahead of feature. Exploitation: Suggest it be mentioned as a new and radical idea in cartooning. EDUCATIONAL SI, SENOR,"’ with Tom Patricola, Joe Philips (19 min.) Story: As the scene opens the two boys are being pushed over the Arizona boundary line into Mexico by an irate sheriff. They start on a long hike over the desert and coming upon two Spaniards who are bathing in a pool, they steal their clothes and run. Later entering town they are mistaken for the two Spaniards | is the first of a series of six two reel comedies, featuring Fazenda, Exploitation: Louise Fazenda should undoubtedly mean something. However avoid over-selling subject. “SOCIETY GOES SPAGHETTI,” with Henry Armetta and Nick Basil ‘HELLS HEELS,’ Oswald Cartoon (6 min.) .Story: ug and are taken to the home of the girl betrothed to one of the | Spaniards, whom she has never seen. As the marriage is done in Spanish, Patricola doesn’t know what they are doing. The real Spaniards arrive but by this time the girl loves Patricola and prefers him to her intended husband. Ends with Philips being chased by the other angry Spaniard. In one of the scenes, Patricola is given the opportunity to do a tap dance. Criticism: Should be pleaser. Cast and production excellent. Booking-Routining: Good for use with sophisticated societydrama. Do not use with Westerns. Routine immediately preceding feature. Other shorts should be musical or novelty. Exploitation: Patricola and Philips are known names and should be mentioned. “THE FRESHMAN’S GOAT,’ with Ray Cooke, Marion Shockley (20 min.) Story: A college comedy which has to do with the spirited rivalry between the Sophomore and Freshman classes. The brawl between them starts over possession of a goat that each class wants for its mascot. The athletic coach decrees that the ownership of the goat will be decided by an auto race. The race is pictured in detail and it holds many thrills and a goodly amount of laughs. The Freshmen win the race by an ingenious trick and the goat is given to them. There is a romance woven through the story. Criticism: An excellent’subject containing plenty of action. Booking-Routining: Can be used to advantage where youth and action are required. Suggest it be used with feature using domestic or problem plots. Routine immediately ahead of feature.. Other shorts should be musical and novelty. Exploitation: Subject lends itself well for exploitation in college towns. “A FLYING TRIP,’ with Lyman H. Howes, (Hodge-Podge Series) (10 “PURE AND SIMPLE,” with Louise Fazenda (20 min.) Story: As the min.) Synopsis: The first subject in the new series of HodgePodge, the novelty reel combining ‘‘some sense’ and ‘‘some nonsense.”? Idea in this one is of a cartoon airship travelling over England, Scotland, Holland, Germany, etcetera. Cartoon as well as actual scenic shots are shown of each country. Synchronized. Criticism: The actual scenic shots are fairly interesting. The cartooning does not compare fayorably with the faster sound cartoons. Subject frequently drags in spots. | Booking-Routining: If booked use as novelty reel and routine early in program. Follow with a good fast comedy or musical subject. Keep away from cartoons or other novelty subjects. Exploitation: Usual novelty treatment. R. K. O. story opens Bowens South Sea Musical Comedy Company is embarking for their journey to the South Seas. One of the roustabouts of the company becomes enamored of Louise Fazenda, who is the prima donna of the troupe. He attempts to make love to her but she spurns his advances. Several bits of slapstick are used for comedy during the scenes on the boat. Comes a storm and the boat is wrecked. The sole survivors are Fazenda, the lovesick boy and six of the chorus girls. When they land on an island the girls discover there is only one man among them, they all give chase. chasing him. After several episodes devoted to the boy using a gorilla suit to scare the girls, and himself in:turn getting scared by a real gorilla, everyone is rescued but Fazenda, who is left on the Island with the real gorilla. Criticism: A rambling story that has occasional bits of humor. Watch. the sound on this one. . Booking-Routining: Keep away from any. sea ‘or desert island stories, both in regard to features and cartoons. If used it would be best to spot it early in program, preferably after Newsreel and follow with a fast cartoon or sure-fire one reel comedy act. This Supposedly three years later we see them still]: ee ee (20 min.) Story: The first of the Nick and Tony series. One of the Italians is a balloon peddler, the other dealing in statuettes, They are instrumental in returning a lost, child to her home and the parents invite them to stay to dinner. Picture is highly gaggeq up and contains one really original gag, that of the child’s caps (from her cap-pistol) getting in the spaghetti with subsequent explosions when it is chewed. (Bit sure-fire for laughs.) The wops succeed in completely breaking up the dinner party and stage a hasty retreat chased by a policeman who falls overboard as the two boys sail on an Italian liner for their home country, Criticism: A great deal of effort has evidently been spent in making the story plausible. However, gags are good enough to put it over for many good laughs. Booking-Routining: Be careful to avoid booking with features in which Armetta has a leading comedy part. (“LITTLE ACCIDENT,” “THE GIRL SAID NO,” etcetera.) Best if used on program that needs a bit of slap-stick. Routine ahead of feature, Other shorts should be musical and novelty. Exploitation: Henry Armetta has done some excellent work in features and his name may possibly be remembered. Houses in Italian districts should capitalize on the series. UNIVERSAL The scene is a prairie with Oswald tramping across it. He gets in trouble with the sheriff and runs away. Meets a lost child who turns out to be the sheriff’s son. The child insists that Oswald take him home. During their ramblings Oswald plays tunes on the ribs of skeleton cattle lying about, etc. Criticism: Average cartoon of this type. . Booking-Routining: Do not play with Westerns or out-door features, otherwise it is, good for opening spot on program or to follow news-reel, or to follow dramatic feature. Music in subject will not conflict with musical acts. Expoitation: Be careful about using title. If mentioned at all it would be better to bill it as an Oswald cartoon. TRANGE AS IT SEEMS," Novelty (10 min.) Synopsis: This is the _ first of this series prepared by John Hix similar to the Ripley ‘‘Be lieve It Or Not’’”’ subject. It differs from the Ripley subject in that it shows the actual curiosities instead of pictures of them. Subject is entirely in color and has been carefully prepared and edited. Some of the novelties contained in this one are, fantastic shapes of a group of oak trees; a fish that can puff itself up to twice its size; the origin of the expression “‘tickled to death,” and the San Francisco Chinatown Telephone Exchange. The shots are all explained and commented upon by an offstage voice. The “tickled to death’? shot is sure-fire for laughs. Telephone exchange is particularly interesting. Criticism: Holds interest throughout. Production excellent. Booking-Routining: Can be used anywhere for novelty subject. Subject has an air of class and should go well in all type houses. Keep in mind subject is in color. ; Exploitation: “Strange As It Seems” is syndicated in cartoon form in newspapers throughout the Country and suitable tie-ufs can no doubt be arranged with papers using the feature. “HAMMER AND TONGS,” ‘eather Pushers” series, (21 min.) Story: This is the second of the series and upholds the good impression created by the first subject. -Kid Roberts and his manager in this one, manage to get out of their hotel in San Francisco and start on a hitch-hike to Los Angeles where their next fight is to take place. The Kid’s girl friend and her sister pass them on the road and give them a lift to the city. In Los Angeles the Kid has his second fight and wins it with a K.O. Ends as the Kid next day receives the welcome news that the girl friend has relented and has forgiven him for entering the ring. Criticism: A clean-cut, interesting subject. Booking-Routining: Usual serial treatment. Exploitation: As covered in first review on series. “HENPECKED,” Oswald Cartoon (646 min.) Synopsis: Oswald at the opening is having a merry time playing the piano to the great annoyance of the one legged bear upstairs who comes down and throws the piano out. Oswald then tries to be quiet but his nephews (scores of them) arrive to play in his house and their noise gets Oswald into lots of trouble with the bad tempered bear. Telephone bit is particularly novel and laughable. Criticism: Good cartoon of this series. Synchronization and effects are excellent. Booking-Routining: Strong enough’ to be used any place in program that cartoon is desired. Exploitation Notes: Usual cartoon mention. COLUMBIA “WATITH, HOPE AND CHARITY,” with Eddie Buzzell (11 min.) Story: Evidently after making ‘‘Never Strike Your Mother,” Columbia decided to make a series of these ‘‘bed-time stories for grown-ups.” Buzzell figures again as author and works in the short as a radio announcer. Subject, like its predecessor, opens with Buzzell just finishing his children’s bed-time stories. He then proceeds with his story of three girls: Faith, Hope and Charity. <As he talks the girls fit their actions to his words. Story tells of the three small town girls and how two of them achieve dubious ‘‘success”’ in the big city. They decide to send for their little sister Charity, but are stunned when she arrives in a Rolls-Royce and a mink Oa) which according to Buzzell proves that Charity begins at ome. : Criticism: Subject uses a number of puns for its gags, as for example: when Buzzell describes ‘‘A man who has cleaned up in the market,” picture shows a man sweeping up a fish market. These quips are fast and amusing. Idea of subject is a little blue but inoffensive. Booking-Routining: Can be used to advantage as a novelty subject and accordingly would not use on same program with travelogues, etcetra, using offstage announcer. Would routine to follow News and use two reel musical comedy act to follow. ; Exploitation: If subject used in copy mention Buzzell and play on title. : i i ‘