Showmen's Trade Review (1939)

July 8, 1939 SHOWMEN'S TRADE REVIEW Page 17 HOLLYWOOD HOBBIES Prod. No. M-878 Good FOR YOUR CONVENIENCE Prod. No. 4610 Fair MGM Miniature No. 8 Comment: As a couple of tourists, Joyce Compton and Sally Payne take a sight-seeing ride around Hollywood during which time they see Clark Gable whitewashing his barn, Robert Young and Alan Jones awaiting the birth of a colt, and several male stars and comedians participating in a baseball game. The producers have injected a few gags for laughs, as for instance, the scene where the two movie-struck girls sit in the bleachers hoping to see James Stewart and George Murphy while directly in front of them are — you guessed it. The subject has been photographed in sepia tone and was produced by Louis Lewyn. George Sidney directed. Exploitation: You could arrange a hobby exhibit in the lobby of your theatre or in a merchant's show window, tieing it up with the subject. OLD GLORY Comment: There are a number of sequences: the first shows a Bowery beautician who fixes up black eyes; the second shows how parachutes are folded; the third has to do with coffee making; the final sequence presents modern methods of keeping a slim figure. To this reviewer the subject is rather boring all in all, as none of the clips is sufficient to excite a great deal of interest. However, certain parts may be interesting to certain sections of your audience. Ira Genet directed, E. M. Newman produced and Dwight Weist narrated. Exploitation: You might run a gag contest on the best recommendations for fixing a black eye. The coffee making sequence can be tied up with dealers in the Silex which is highly recommended in the film and also with various stores selling coffee, who can add a line to the advertising, "And for the best coffee use . . ." Prod. No. 4521 (Tech.) Okay as Propaganda TEMPEST OVER TUNIS Vita. Merrie Melody No. 21 7 mins. Prod No 9107 : Comment: Porky Pig is trying to memorize the Pledge of Allegiance to the flag. After a few attempts he gives up the idea and falls asleep. The mythical figure of Uncle Sam appears, awakens Porky, and explains to him why he should learn the Pledge of Allegiance. Uncle Sam begins by telling Porky how America won its freedom and how it fought to retain it beginning with the Revolutionary War and ending with Abraham Lincoln's Gettysburg address. Porky awakens and hurriedly memorizes the Pledge of Allegiance. From this description, you can readily see that anything else to the contrary notwithstanding, this subject is entirely different from any other cartoon. The difference lies solely in the fact that it is pure propaganda and not entertainment. Despite our 100% Americanism, STR must take the stand from the exhibitor's viewpoint, that this subject is not worth any price to the exhibitor who is buying entertainment and selling it to his patrons. It is rather alarming to contemplate the extent to which this sort of thing is being foisted upon the exhibitor and the public in the guise of entertainment. The American public is willing to be lectured to we have no doubt, but the question always arises as to whether the theatre is the proper place for it or whether the lecture shall be given in the proper surroundings for it. Exploitation: Sell it solely as propaganda. Timely 20th-Fox Magic Carpet No. 7 11 mins. Comment: Tunis, the capital of French Tunisia, a strategic spot in the Mediterranean on which the eyes of the world are focused at present because of the claims of Italy, is given the once-over by the Magic Carpet cameraman. Customs of its inhabitants, some of the most famous sights such as the Carthage ruins, and action shots of the crack regiment make up most of the reel's footage. It is interesting and especially timely. Lowell Thomas is the narrator. Truman Talley produced. Exploitation: Because of the world-wide interest in this Mediterranean port, invite your newspaper editor and a feature writer to attend a private screening in order that they may give their reactions and opinions editorially on the subject. Devote extra space in your ads to publicizing the reel. THE GREENER HILLS Prod. No. M-880 Good MGM Miniature No. 10 11 mins. Comment: Those who think the grass in the other fellow's backyard is greenest, and those who enthuse over an idea and adopt it before they even stop to carefully consider it, should see this short. It tells of a husband who spends his money moving from place to place because each place seems to have a "get-rich-quick" aspect about it. Finally his wife gives up and lets him go on alone. Everything is ironed out satisfactorily. Sammy Lee directed. Exploitation: Growing peanuts is quite a topic in this subject, so here's your chance to tie up wkh peanut and candy shops. Give the subject prominent mention in all your advertising. THE MOVIES MARCH ON Prod, No. 93,112 Very Good RKO March of Time No. 12 22 mins. Comment: Here is a real history of the movies going from the very first pictures right on down through the present with a glimpse at the future. Any theatre owner or manager, proud of the business in which he is engaged, should be glad to run this subject for it certainly shows the industry in a most favorable light and provides real entertainment as well. Starting with glimpses of the film library in the new Museum of Modern Art in New York, the subject goes on to show the various studios and sets, some off-stage scenes and a few glimpses of executives working on new productions such as Frank Capra on "Mr. Smith Goes To Washington," Walt Disney on "Pinocchio," Zanuck on "Grapes of Wrath," and Walter Wanger who makes a little speech. We might add that Mr. Wanger is a much better producer than an actor as we feel certain he would fire any actor who shifted his eyes and betrayed the nervousness that he did in this film. Exploitation: This subject can be exploited best throughv your own theatre. Trailers, lobby displayS, etc.,«fshould be used in profusion. Any local movie veterans should be invited to attend. THE RIGHT WAY Prod. No. 4908 Good Propaganda 10 mins. Vita. Color Parade No. 10 10 mins. Vita. Variety No. 8 9 mins. Comment: At the risk of having all kinds of opprobrium heaped upon us, we unhesitatingly condemn this as entertainment. As propaganda it is excellent but from our experience as an exhibitor, we feel that if propaganda is wanted on the screen, the exhibitor is entitled to expect it for nothing and not as a part of film service from a company which he has to pay for. This particular subject shows a young schoolboy about to go to a meeting (obviously Nazi) and while he is preparing to go, his dead father's ghost appears before his mother (Irene Rich) and gives her advice on Americanism, etc. The mother takes the advice and when the boy comes down convinces him the idea of his "club" is all wrong and goes with him to tell the other members about Americanism. Producing a film of this kind is an entirely laudable idea but the company should GIVE it to exhibitors and not pass it off on them as one of a series of shorts sold as entertainment, which it most decidedly is not. Crane Wilbur directed. Exploitation: Tie up with Americanism groups, Boy Scouts, the American Legion, D.A.R. and any other patriotic organization you can think of, if you show the subject, but don't repeat the distributors' mistake of presenting it as entertainment. HOW TO EAT Prod. No. F-958 Excellent MGM Robert Benchley No. 8 10 mins. Comment: How the various emotions play havoc with the digestive system is the subject of Bob Benchley's latest discourse. He shows how a man may lose his appetite when hearing there might be a shake-up at the office; what happens when hubby nibbles between meals; how difficult it is to eat on the diner when a man sits down across from you and stares first at your food and then at you. Many other examples are shown. It's an excellent short, one of the best Benchley has made. Roy Rowland directed. Exploitation: Benchley's weekly radio broadcast gives you the opportunity for spot announcements. The title lends itself to tieups with restaurants. See that you accord "How to Eat" the extra plugging in all your advertising it deserves. WOTTA NITEMARE Prod. No. E8-8 Swell Para. Popeye No. 8 7 mins. Comment: Popeye's slumbers are disturbed when he finds himself at the mercy of Bluto for the favor of Olive Oyl. A bicycle he is pedaling changes into a snail. His blows against Bluto are ineffectual. He pulls out almost every other kind of food except spinach, and awakens to find himself eating the straw out of the mattress. Then he goes out and wallops the daylights out of Bluto, whom he leaves in a state of bewilderment. Words can't convey the humor of the cartoon. It must be seen to be appreciated. Dave Fleischer directed. Exploitation: Because the cartoon is built around a weird nightmare, it's a natural for tieups with sleep shops. Provide them with a cutout of Popeye to use in their window displays. Sell the short along regular lines with the various Popeye promotions.