Showmen's Trade Review (Apr-Jun 1939)

/itiic 24, 19S9 S II O W AL 1<: N ' S TkADK R \M 1-: W L'acje 31. RADIO HAMS Prod. No. S-908 Very Good MGM Pete Smith Specialty No. 8 10 mins. Comment: There is the ham (some of us) eat and there are "ham" actors, but few of us ever hear of the radio hams, that army of amateur short wave station operators who cmirageoush' offer their services in times of (li>aster. The reel shows how one of them saved the Hfe of a movie cameraman, Clyde De Vinna, another liam who was overcome while conversing with him. Another scene shows the part a ham played in effecting a rescue at sea. It's a subject that Avill hold your patrons' undivided atention from beginning to end. Felix Feist directed, with Pete Smith handling the narration. Exploitation: Manj^ good selling angles on this subject are included in a short article to be found in the issue of June 3, page 42. SATURDAY NIGHT SWING CLUB ON THE AIR Prod. ISo. 4715 For Jitterbugs Vita. Melody Master No. 15 10 mins. Comment: In a radio station setting, Leith Stevens and his orchestra play several selections with Bobby Hackett's Swing Band joining in. Nan Wynn sings, Leslie Lieber performs on the toy whistle and Melvin Allen does the announcing. Except for thos' who are confirmed jitterbugs, this subjec. will probably be more annoying than anything else. For the latter class, however, it will probably be the best ever. Lloyd French directed. Exploitation: Tie up with music stores, and with anj^ radio programs on which these artists appear. PEST FROM THE WEST Prod. ISo. 9485 Keaton Humor Col. All-Star Comedy No. 15 18 mins. Comment: Following a long absence from the screen, Buster Keaton returns in the type of comedy that made him famous. Here, the frozen-faced comedian dishes out the gags as a wealthy (but dumb) yachtsman whose boat has docked at a Mexican port. To tell the story would reveal some of the gags. Suffice it to say that those who like Keaton, and those who have yet to see him, will get plenty of laughs from his newest effort. Del Lord directed under associate producer Jules White. Exploitation: Advertise this as a reunion in laughs with the return of Keaton to the screen. Give it a strong plug in j-our newspaper ads, in your house programs, and on your marquee. YANKEE DOODLE GOES TO TOWN Prod. No. K-926 Outstanding MGM Passing Parade No. 6 10 mins. Comment: In taking the spirit of democracy from the heart of America and placing it on the screen, John Nesbitt has used the symbol of the old but stimulating air that stirred the Revolutionists to throw off the shackles of British domination — "Yankee Doodle." He shows how the spirit of democrac)' has carried on since '76, moving ever forward and with firm confidence in the future. This dramatization of ISO years of America's progress is thrilling and inspirational, and the producers have delved into the archives of hi.=".tor3f to faithfully portray GOOD NEIGHBORS Delicate Art of Diapering Tommy Hozvell, manager of the Bison Theatre, Dallas, zvho won a 7-day trip to the MetroGoldzvyn-Mayer Studios in that company's Short Subject Exploitation Contest, gets a few pointers from. Robert Benchley on the delicate art of diapering a baby. Howell already knozvs something about the matter, having zvon first prise on the strength of a diaperpinning contest held on the stage of his theatre in connection zvith Benchlev's comedv, "Hozv to Raise a Baby." that progress. Here is easily one of the finest patriotic short subjects ever produced, one that every American should see. Credit Jacques Tourneur for a fine piece of direction and John Nesbitt for a masterful and stimulating narration. Exploitation: Its timely patriotic theme makes it imperative that you stage an advance screening of "Yankee Doodle Goes To Town" for officials of your local Chamber of Commerce, newspaper editorial writers, city offfcials and heads of various patriotic organizations. To express the title and spirit of the subject, use the song, "Yankee Doodle." Play it over a loudspeaker on a ballyhoo truck driven around town, and play a record through a loudspeaker in your lobby. Since the film was produced with the cooperation of Collier's magazine, tie up with local distributors for news stand announcements, truck banners, inserts, etc. HOME EARLY Prod. No. F.957 Funny MGM Robert Benchley No. 7 9 mins. Comment: Married men will see their own experience in this newest Benchlej' subject. Having finished his work at the office early, Benchley returns home early only to find his wife is entertaining the bridge club. The gossips figure something is wrong, or he wouldn't be home so early. Mrs. Benchley is skeptical, too. Her first search reveals him sitting on the stairs. He goes to an upstairs room, where Junior is also isolated from the chatter going on below. Seeing the evening paper on the porch, he slips around the house to get it, and in passing the window is observed by the women, who add this as further proof that something is wrong. Retired now to the basement, Benchlc}^ indulges in some liquor, and eventually comes running through the house with Junior's Indian war bonnet and a carpet beater. The laughs may not be of the slapstick variety, but they're laughs. Roy Rowland directed. Exploitation: Direct the appeal of your ads to that "group of men who try to surprise their wives by coming home early only to find its the day of the weekly meeting of the bridge club." Prod. N<,. 9106 Gottd Stuff 20th-Fox Magic Carpet No. 6 11 mins. Comment: This photographic record of the natural lieauty, man-made mysteries of South America, our neighbors to the South, is something every patron will enjoy witnessing. First, there is a montage-like presentation of the great cities of the Southern Continent. Next come skytrips over the impressive Andes mountains from Peru to Chile, in which the audience gets an impressive view of the man-made cones of the Nasca Valley. A visit to the pre-Inca settlement on top of the Andes at Macchu Piccahu, Peru, is next, followed l^y a sky-ride over the famous El Misti crater. The flight over Mt. Huascaron is something to be seen. Seldom does one witness such beautiful photography as this travelogue presents. Lowell Thomas' narration is tip-top. Truman Talley produced. Exploitation: Give this subject extra space in all your advertising media. Tie up with travel agencies for displays tieing in with your showing and any cruises they may be offering to South America. ANGEL OF MERCY Prod. No. K-925 Impressive MGM Passing Parade No. 5 10 mins. Comment: Tribute is paid to Clara Barton, the kindly New England school mistress who fought the ravages of war and disaster. She believed women should be near the men in time of war to nurse the injured back to health, and she was responsible for the creation of the American Red Cross. Here is a subject that's deeply impressive, one that will do more for the cause of the Red Cross than any campaign reel ever put out by the organization itself. Sara Haden is excellent in the title role, and Ann Rutherford is featured, among otliers, in support. Edward Cahn was the director. Exploitation: Get the endorsement of your local Red Cross chapter in helping you put over your showing. A Red Cross booth could lie set UP in the lobby where those wishing to contribute to the worthwhile organization could do so. When the time rolls around again for the annual roll call, you should bring back "Angel of Mercy" for a repeat engagement. SAND HOGS Prod. No. 9205 Interesting 20th-Fox Camera Adventures No. 5 10 mins. Comment: The long-neglected job of glorifying the sand hogs, that body of men who bore tunnels and aqueducts out of the earth, has at last been undertaken by the newsreel cameraman, and a fine job he does. One is thrilled as he watches the men in their daily task below the surface. The locales of the film are the Lincoln Tunnel under the Hudson River between New York City and New Jersey and the San Jacinto Mountain Aqueduct. There is electrifying suspense as the workers, with dynamite and dredge, plow through to the completion of their jobs. It's an intensely interesting subject from beginning to end. Lew Lehr handled the narration (without dialect), and Truman Talle}' produced. Exploitation: Few people know about the sand hog or his hazardous duties, so for this reason you should place extra emphasis on your publicity announcing the showing of this subject. Give it strong billing in your lobby and in your newspaper ads. Try to plant several little stories about it.