Showmen's Trade Review (Jan-Mar 1940)

January 20, 1940 SHOWMEN'S TRADE REVIEW Page 17 FRANKIE MASTERS AND HIS ORCHESTRA Prod. l\o. A9-5 Entertaining Para. Headliner No. 5 11 mins. Comment: Frankie Masters and his musical aggregation display remarkable versatility to make this an entertaining short. Resorting to swing only once in a short sequence (sorry, jitterbugs) Frankie takes the word "heart" for his inspiration and plays several melodies with "heart" in their titles — "Says My Heart," "Heart and Soul," "Peg O' My Heart," "Hearts and Flowers," "The Curse of an Aching Heart," etc. The last number, "Key to My Heart," is a clever novelty. Vocalists include Frankie, himself; Marian Francis and the Masters Voices. Lesley Selander directed. Exploitation: A display calling attention to Frankie Masters' records and this short subject should be planted in a music shop v/indow. If a local band broadcasts, a contest might be arranged in which radio listeners identify "heart" songs. JUDO EXPERTS Prod. ^o. 59-6 Excellent Para. Sportlight No. 6 10 mins. Comment: Fears of veritable "Casper Milquetoasts" will be considerably quelled after seeing this subject, for it is devoted to the sciences of Jiu Jitsu and Judo, the ancient Japanese sport. A slight woman is shown having no trouble at all overpowering a masher. Defenses against hold-up men, boxers, a man with a bayonet, etc., are clearly revealed. That the science is simple when mastered is proven by the fact that a small girl can throw her towering opponent to the mat. Ted Husing's narration is good. The subject was produced by Jack Eaton, Exploitation: Local gymnasiums should be notified of your showing. If there are Judo experts in your community, perhaps you could arrange to have them demonstrate the science in the lobby. THE MAD MAESTRO Prod. ISo. W-82 (Tech.) Good MGM Cartoon No. 2 8 mins. Comment: Amid tumultous applause the maestro raises his arms for the concert to begin. With hair flying, violins swaying, horns blowing, the musicians go to town and the maestro leading the mad whirl with his hands in various positions goes mad in his own peculiar way. The music reaches the crescendo and the maestro is driving the musicians at a fast pace until at the finish he collapses and they are in a state of exhaustion. Although not a Toscanini the Mad Maestro is quite a musician, at least his actions look good. Most people have at one time or another pictured themselves as conductors and should appreciate this cartoon. Produced by Hugh Harmon. Exploitation: Conduct a contest from your stage offering a prize for the person who can display the best band leading gestures. Plug it in your newspaper and program advertising. THAT INFERIOR FEELING Prod. No. F-143 Excellent MGM Robert Benchley No. 3 9 mins. Comment: Robert Benchley comes to the conclusion that when confronted with an FIRST RUN SHORT PRODUCT BROADWAY, NEW YORK (Week Beginning January 20) CAPITOL— Pound Foolish (MGM) rev. this issue; forgotten Victory (MGM) rev. 12-30-39. CRITERION— Symphony of Swing (Vita.) rev. 12-2-39; Fresh Fish (Vita.) rev. 11-4-39, GLOBE — The Green Hornet No. 11 (Univ.) rev. 12-2-39; Nothing But Pleasure (Col.) PARAMOUNT — Shalvesperean Spinach (Para,) ; Bowling Skill (Para.) RADIO CITY MUSIC HALL— Crisis in the Pacific (RKO-M of T). RIALTO— Scrambled Eggs (Univ.) rev. 12-3n-39. RIVOLI— Officer Duck (RKO-Disney) rev. 9-16-39; Skv Game (RKO-Pathe) rev. 12-23-39. ROXY— Life in Paris (Col.) ; Screen Snap fliots (Cel.). STRAND— Royal Rodeo (Vita.) rev. 1 1-25-39; Mechanix Illustrated No. 2 (Vita.) ; The Film Fan (Vita.) rev. 1-6-40. CHICAGO LOOP (Week Ending January 20) APOLLO — Sniffles and the Bookworm (Vita.) ; Romance of the Potato (MGM) rev. 12-23-39; For Plav Hours (20th-Fox). CHICAGO" — Forgotten Victory (MGM) rev. 12-30-39. GARRICK— Sky Fighters (20th-Fox) rev. 12-9-39; Valiant Venezuela (MGM) rev. 12-23-39. ROOSEVELT — Novelty Parties (Col.) ; Judo Experts (Para.) rev. this issue; Frankie Masters and His Orchestra (Para.) rev. this issue. UNITED ARTISTS — Remember When (Vita.) rev. 9-2-39; Goofy and Wilbur CRKO-Disney) rev. 10-22-38; Land of Alaska Nellie (MGM). emergency situation the average man expresses a feeling of inferiority internally by a feeling of g:uilt and externally by an unmistakable guilty look. To prove this point Benchley depicts an average man in several situations, such as a wedding, registering at a hotel, and cashing a check at his bank. This short is done in the inimitable Benchley fashion and is extremely funny. The situations depicted should have the men in the audience wriggling with embarrassment and guilt because they at one time or another must have been part of a like circumstance. Exploitation: Have a sandwich man stand in front of your theatre with the poster reading — "Are we men or mice?" The Saturday Evening Post recentiv ran an article on the life of the famous Benchley and this material should prove to make a good lobby display, POUND FOOLISH Prod. l\o. P-1 Excellent MGM Crime Does Not Pay No. 1 20 mins. Comment: This deals with the smuggling of articles through the Custom Inspectors and how it has been permitted to become a big-time professional racket by the same people who condone the practice. The story deals with the wife of a Customs official who regularly brings into the country undeclared merchandise in order to save a few dollars and how she contacts a ring to bring in pieces of jewelry at a considerable saving. The inspectors finally suspect her and track down the entire organization. The short is interesting and timely and should hold the attention of your patrons. The cast includes Neil Hamilton and Gertrude Michael. The film was directed by Felix M. Feist. Exploitation: Make up a lobbj^ display of the various newspaper headlines in connection with the case of the wife of the New York Judge who was recently convicted for smuggling. REPUBLIC OF FINLAND Prod. /Vo. :ij06 Very Timely RKO-Radio March of Time No. 6 18 mins. Comment: Following, its policy of keeping abreast of the news, the March of Time takes up in this issue the struggle of the Finns to maintain their independence. Cleverly contrived of scenic material, action shots of the war and scenes from the embassies in Washington, the picture tells vividly its story of the heroic fight of tlie Finns. Except in those few spots wliere Communists predominate, the picture will receive enthusiastic praise as the cause of brave little Finland has excited considerable admiration. Exploitation: It should be easy to get publicity on this because of the constant stream of news coming from Finland and appearing in your daily newspaper. Tie up with any Finnish relief units and run a benefit show for the cause, if you think your community is m.inded that way. MIRACLE AT LOURDES Prod. ISo. M-75 Excellent MGM Miniature No, 5 11 mins. Comment: A party of men and women are discussing the theory that sick' people who make pilgrimages to certain shrines for prayer and meditation will be cured. One skeptic debunks the idea as fantastic and another member of the party relates a story which he heard in connection with the shrine at Lourdes. A young doctor takes his wife, who is paralyzed for life, to the shrine although he, as a man of medicine, has no faith in the theory. The prayers at the shrine are useless and the couple go back to the hotel. The wife, sitting at the window, sees her husband about to be trampled to death by a pair of runaway horses. She shouts to warn him and at the same time stands up. It is then left^ to the audience to decide whether her standing was a result of her pilgrimage or because of the shock she received when she saw her husband so near death. This latest of the What Do You Think series is an excellent short. The story is quite absorbing, it brings up a question that everyone has some idea about and is narrated in a fashion that will keep everyone interested. Cary Wilson is the narrator and Henry K. Dunn directed. Exploitation: Miracles that are performed at Shrines is a good topic for an essay or a debate. Perhaps you can locate through your church someone in your communit}' who actually made a visit to Lourdes. This short is worthy of special mention in your newspaper advertising. MAINTAIN THE RIGHT Prod. ISo. S-104 Very Good MGM Pete Smith No. 4 10 mins. Comment: This film depicts the various stages of training that an applicant must go through before he can become a member of the Royal Canadian Mounted Police. The Rova! Canadian Mounted Police is a famous organization and the narration of tliis film explaining its work is highly interesting and informative. Exploitation: Play up in your regular advertising. Arrange a lobby display of the articles that a Mountie has to carry as part of his equipment. A man dressed in the scarlet uniform of a Constable should attract plenty of attention.