Publix Opinion (Oct 3, 1930)

4 SCHOOL TIE-UP ON BYRD FILM SENSATIONAL Success of “With Byrd at the South Pole” at the Paramount Theatre, Hammond, Indiana, was so phenomenal that the school tieup of Manager §S. S. Holland is urged on managers who have not yet played this attraction, and second-run houses listing it among i ictures. SS aamgetenak Holland’s cam —___—_—_—_—_—_—— paign, although Repeat this} executed after a splendid bit ef} majority of Pub‘selling when/lix theatres exyou play hibited the picGriffith's/|ture, is recounted “AbrahamLin-jas worthy of coln’” or any |repetition anyother picture/where, on _ this that has a big] picture and any school appeal.| other which has an educational angle. Picture had not played Hammond earlier because of the comparatively recent opening of the Paramount there. Analyzing appeals used elsewhere on the attraction, Holland decided to sell it to adults on the romance and adventure angle, but to children on the educational angle, using the schools as his avenue of approach. It is this phase of his campaign which Publix Opinion commends as unusually effective. Ties-in School Approaching the local superintendent of schools three days before the picture opened, Holland impressed him with the fact that every school child in the Calumet region should see this chronicle of Byrd’s trip, and induced him to call an immediate meeting of the principals of the 25 schools in the district. Fixing an admission price of 10 cents for all school children, with the provision that children unable to pay this would be admitted as guests of Publix, Holland’ convinced the principals of the theatre’s honest desire to have children see the picture. . A plan was worked out whereby special performances would be given daily, at 9 and 11 A. M. and 1 and 3 P. M. Schedule of attendance for all schools and classes was arranged, and three hour recess periods set aside. Attendance of all pupils in the district was made compulsory, with those not attending requested to bring a note from parents stating reasons. Promotes Busses Fifteen busses were promoted for all-day service between the schools and the theatre, transporting the children. The fact that the picture played to nearly 10,000 children in two days speaks for itself. Program was augmented with a specially prepared organ novelty including songs appealing to kids, and they thoroughly enjoyed the idea as Holland carried it out. Newspapers and the Hammond citizenry marvelled at the dispatch with which the crowds of children were handled. Although lines of pupils approached the theatre from all directions and busses discharged spirited detachments into the midst of the mob, the house was filled on each show within ten minutes. Teachers had systematically collected the dimes from children in advance, in accordance with the outline Holland worked out. At the end of each show, the house was cleared in ten minutes, pupils exiting school by school. Adult evening business as a result of the word-of-mouth sales of the children and the accumulated newspaper advertising was way above average, and warranted holding the pitcure over for two additional days. Receipts for the first two days very nearly touched the theatre’s record figures, established opening week, in spite of the fact that Holland’s opposition had Norma Shearer in “‘Let Us Be Gay.” ROSELAND, with Ruth Etting, Donn Cook (12 min.) Story: PUBLIX OPINION, WEEK OF OCTOBER 3rp, 1930 WARNER THE SONG PLUGGER, with Joe Frisco (15 min.) Synopsis: Opens in a music publisher's office. Deciding they want Frisco to use a number they’ve just heard the publishers call the Palace Theatre where Joe is playing. Some flashes to the theatre with Joe doing his act and we see him do his “‘Street-Fakir” bit. Next shot has Frisco at the music studio where he tries but fails to get acquainted with a girl he meets there. Joe listens to the new number and then does a dance to it. Closes with a shot of Frisco going into the stage entrance of the Palace, and with him is the girl who snubbed him at the office. Criticism: Pleasing, but fails to get momentum enough to make it sure-fire. Fade out is good laugh. Booking-Routining: Do not use with “back-stage”’ type story such as “BRIGHT LIGHTS,” etc. On short programs subject should be placed after News and be followed by good cartoon. On longer programs it may be followed by a fast comedy act. Exploitation Notes: Frisco is well known in the vaudeville centers. He also has a reputation as a wit and is well publicized by syndicated columnists. WHO'S THE BOSS, with Franklyn Pangborn and Esther Howard (8 min.) Story: Pangborn as the husband claims that if he were running the house it would be run on a more systematic basis. Invited to try it by his wife he sends her out and engages in business of straightening up the house and doing the washing as well as taking care of three children. Naturally everything goes wrong and when friend wife returns she finds the entire house in confusion, everything of value broken, and the husband in a state of collapse. Instead of wasting sympathy on him however, she gives him a resounding slap on the face and declares herself ‘‘Boss’’ from then on. } Criticism: While the plot is familiar the subject moves fast. Dialogue is handled so as not to interfere with the action of which there is plenty. Booking-Routining: May be used to give a touch of slapstick in an otherwise sophisticated program. On a short program should be used to open front show followed by musical flash act. (or if only one act used, by the feature). On longer programs suitable for number two spot. Exploitation Notes: Franklyn Pangborn has been identified with some of the better two reel comedies and his name may be remembered. HIS. BIG AMBITION, with Lucien Littlefield, (The Potters Series) (12 min.) Story: The Potters, at home are confronted with the furniture company taking back the furniture, the telephone and water being shut off, ete They all jump on Pa and in a burst of enthusiasm he decides to become a professional man—a doctor. Next scene shows him as a soda fountain clerk in a drug store. He would rather wait on the customers at the drug counter however, and this leads to several humorus scenes. ‘Ends with a built up, black-out gag, using the old one of the doctor (Pa) coming out of operating room and telling the man waiting that everything is alright. Nurse wheels out baby buggy. Close-up reveals it to contain six puppies. Oriticism: Better than average of this series. Booking-Routining:. Can be used where short comedy subject is required. Suitable to play as second act on three act front show using musical personality as number one and cartoon as number three. Exploitation Notes: Usual for this series. SCHOOL DAZE, with Jack White (736 min.) Synopsis: A flash act using the school room as background. (Class consists of the chorus, a male trio, and an ingenue and juvenile who do a number together. White, acting as the teacher, or rather a friend pinch hitting for the teacher, uses his position as sort of a MasterOf-Ceremonies, and attempts some gags between numbers. Most of the gags are slightly old. Criticism: White’s personality and pep alone saves this one from being ordinary. As it is, subject is pleasant material. Booking-Routining: Might be used to advantage in a program that needs a brief subject containing song and dance. In short programs should be used as opening act in front show and followed by comedy or cartoon. In longer programs could be used as number two, following a subject that is fairly slow. Exploitation Notes: Jack White is well known in vaudeville and was one of the featured players in last year’s “SCANDALS.” He is also a popular New York nite club entertainer. THE BABY BANDIT, with Anne Cornwall and Bobby Watson (8 min.) Story: The Baby Bandit is an attractive girl who indulges in baby-talk and also in holding up men at the point of a gun in their hotel rooms. Watson, as a member of the “Live Wires” club, falls a victim to her charms while attending the club’s convention. His wife finds them together and she and the house detective further the natural complications. Criticism: There is scarcely any material to the plot and the story seems to ramble about although some of the situations might furnish laughs. Booking-Routining: If used would use in strong bill, preferably with a light comedy feature. Would routine immediately after the news-reel following with a faster comedy short, a musical subject or a good cartoon. Exploitation Notes: Title might be mentioned. HEAD OF THE FAMILY, with Little Billie (9 min.) Story: Billie and his wife are two of the freaks of the Colonel’s Carnival. As the subject opens friend wife is laying down the law to Billie telling him he’ll have to demand their salary from the Colonel this week and that he isnot to take I.0.U’s, for it as he has done in the past. But the Colonel winds Billie around his finger by telling him he is henpecked, and Billie, to show him he is not, takes another I.0.U. The wife however, by a bit of strategy succeeds in getting their money from the owner, much to Billie’s phen ts for he feels that as head of the family he should have one it. Criticism: Only mildly amusing. Booking-Routining: Keep away from other carnival subjects. Should be used early in the program and followed by something lively; either a musical subject or a cartoon would be preferable, Exploitation Notes: Littld Blilie’s name might be of value. publect would be of interest to children on account of the midgets n it. Etting, a hostess at Roseland, on her way to work stops to talk to her father, 2 doorman, and a chauffeur friend of hers. The chauffeur inveigles her to sit inside the car. , Sitting there she sings “Tet SHORT REVIEWS OF SHORT FEATURES By BURT KELLY General Director, Short Subject Department AN ILL WIND, with Edna Hibbard (11 min.) Story: THE BANDMASTER, Krazy Kat Kartoon (73 min.) Me Sing And I’m Happy.” At the conclusion of the song she goes on her way. The chauffeur’s employer (Cook) returning to the car notices a card Ruth has dropped and decides, for a lark, to return it to her. He meets her at Roseland and hears her sing “I’m Dancing With Tears In My Eyes” and falls in love with her. Closing shot shows them (after having been married) leaving their Park Avenue home accompanied by her father, who is now dressed in the height of style. The laugh is of the old man showing the new doorman how to open the car door properly. Criticism: Amusing story built around Etting who, as usual, is sure-fire when she sings. 3 Booking-Routining: Keep away from “Dancing Sweeties” or other features using dancehall sequences or from back stage stories. Can be used to advantage with outdoor type pictures. Would suggest using after News, following with cartoon and then feature. Exploitation Notes: Ruth Etting is of course, well known haying been well publicized through her appearances in the “‘Follies.” She last appeared in “Simple Simon” with Ed Wynn. Subject might be tied in with her record ‘‘Ten Cents A Dance.” FIVE MINUTES FROM THE STATION, with Lynn Overman, Sylvia Sidney, Burton Churchill (18 min.) Story: This one has been in vaudeville for some time but serves to make good short principally because of the excellent work of the three players. Story is of the young husband unexpectedly bringing the boss home to dinner. Totally unprepared, the wife somehow manages, but later when they learn that the boss is giving the coveted promotion in the firm to someone else, wifie goes on the rampage and tells friend boss what -she thinks of it. The employer, it seems, has just been testing their spirit’'and at close he gives hubby an even better job and all ends happily. Criticism: Amusing playlet devoid of any hearty laughs but excellently done Booking-Routining: Suggest it be used with musical comedy type of feature. Use as openingiact and follow with good cartoon, Exploitation Notes: The three players are well known Broadway names. Burton Churchill is at present appearing in the Owen: Davis melodrama “The Ninth Guest.’’ He is best remembered probably for his excellent performance in “Alias The Deacon.” Lynn Overman is currently being featured in David Belasco’s ‘Dancing Partner.” Sylvia Sidney is now playing in the dramatization of Vina Delmar’s “Bad Girl” in the title role. Good press story should be easily obtained. THE LEGAOY, with Betty Compton, Jack White (12 min.) Story: Three vaudevillians are seen rehearsing their act. The girl of the trio receives word that a relative has died leaving her an old hotel. The three promptly abandon their route and make for the hotel. They find the place old and deserted but they concentrate on making it up to date. Next shot shows the re-juvenated hotel with chorus girls as waitresses and chorus boys as the bell boys and plenty of life in the lobby. Subject from there on goes musical with several chorus routines, a tap dance by Miss Compton, and another tap dance by two boys. Several numbers are sung during the subject. Criticism: Fast moving and entertaining. Booking-Routining: Can be used with anything but musical comedy feature. Routine immediately ahead of feature. Other shorts should be novelty or cartoon. Exploitation Notes: Remember, this is Betty Compton, the musical comedy ingenue last seen in “Fifty Million Frenchmen,” and not Betty Compson,’the picture actress. Titled An Ill Wind, or No Mother To Guide Her, this one pokes fun at the old style melodrama. Idea is of a performance in one of the Opera Houses of yesterday with the poor but honest lad forestalling the machinations of the long mustached villian and eventually saving the old home and Winning the virtuous heroine. The buzz saw is used to’ great effect with the dauntless Harold arriving just in time to save his love from being ripped asunder by the giant teeth of the saw. The cast appreciate the humor of the offering and use dialogue and gestures to great advantage. Criticism: An excellent satire on the old theatre which should prove diverting to an intelligent audience. Booking-Routining: Would suggest it be used in connection with a semi-comedy feature. Routine immediately after Newsreel and follow with fast musical short. Exploitation Notes: one Hibbard is a well known legitimate actress, however, suggest using both titles if mentioned on copy. COLUMBIA Synopsis: Krazy Kat appears as the leader of a band playing in SSRN park. The band at first gives its impression of some of the Sousa marches and lates goes jazz with everything in the park swinging in time to the music. An interesting innovation in the subject is ate ae Ghee aioe eer aral familiar figures: Paul Whiteman, arlie aplin, an en Turpin. a lead ‘kop i) Each of the characters in turn ticism: Splendid cartoon of this type. Full of music. Booking-Routining: Can be used anywhere cartbon subject is de sired. Excellent to use on program otherwise lacking j Exploitation: Usual cartoon mention. SEEMS: ones. Mutiny starts and Mickey escapes and is chased by the Fenanaas who do a good (and audible) job of sniffing for the Criticism: Up to standard of this series, Booking-Routining: Necessary to avoid using with “The Big House,” “Numbered Men,” etcetera. Otherwis ¥ a e a where cartoon subject is desired. ohh he used aay Exploitation: Usual mention for this series. MIDNITE IN A TOY SHOP, Silly-Symphony Cartoon (734 min.) Synopsis: A spider figures as the principal char acter in this one. He breaks into a toy shop and has a whale of a time investigating the toys. Jumping jacks, baby dolls, toy Dianos, etcetera, all contribute to his enjoyment until he tips a candle into a box of fire works. As they start going off he ma Criticism: Novel idea well done. * BAsty retreat Booking-Routining: Usual cartoon treat : ment. Exploitation: Usual cartoon treatment. pak