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"Louder, Please" was written by Norman Krasna to kid the publicity methods of the picture companies. Mr. Krasna was a press agent himself and knows all about it. He got the idea for his play while he was turning out publicity stories in the public relations department of one of the major film companies in Hollywood. The "hero" of "Louder, Please" is the harassed young publicity head of one of the biggest studios. The "front office" orders him to put over a new star, Polly Madison, in record time — or else. The p. a. groans — and goes to it. He stages a disappearing act for Polly to play in — and makes the front pages, but only after he has all Hollywood in an uproar, the studio swarming with detectives, the star on the verge of a nervous breakdown, and his boss eating out of his hand.
Krasna swears it isn't exaggerated. Certainly the late Harry Reichenbach staged far wilder stunts. Have you ever heard how he put over Francis X. Bushman? Seems Francis X. was only a rising star at the time. He came into New York and the press agent Reichenbach met him at the station to escort him to the film company offices. In Reichenbach's pocket were a thousand pennies. As they walked up Broadway the pressagent scattered pennies along the street. Soon a crowd was following them. By the time they reached the office the street was black with people. All Reichenbach had to do was to point out of the window and say: "Any actor who can attract a crowd like that is worth $1,000 a week!" And Bushman got it. This and other amusing movie anecdotes make "Phantom Fame," the Reichenbach book, worth reading.
No — Hollywood isn't worrying. Hollywood lives its own life. When Alfred Lunt and Lynn Fontanne, idols on Broadway, reported for work at the Metro Studios the doorman wouldn't let them in. Didn't know 'em, he said. And of course you've heard the Hollywood response to one of the stage's greatest actors: "Leslie Howard — who's that? — a man or a woman?"
Hollywood knows the answer to that last one now, however. Howard recently turned down its offer of five thousand dollars a week to stay on the stage. That's Hollywood!
D. E.