Showmen's Trade Review (Oct-Dec 1939)

November 4, 1939 Page 17 BIRTH OF THE MOVIES Alliance 22 mins. Interesting Comment: Although produced in England, this subject on the progress of motion pic- tures should find wide favor among Ameri- can audiences. It shows the development of camera equipment from the struggling pre-nickelodeon days to the present day sound-on-film apparatus. Appearing in the short are such famous stars of silent days as Mary Pickford, Charles Chaplin, Tom Mix and Rudolph Valentino. There are scenes from "Camille" with Sarah Bern- hardt; "The Champion," with Chaplin, and "The Blue Angel," in which Marlene Diet- rich sings "Falling in Love Again" to Emil Jannings. There are also flashes of early newsreels. All in all, "Birth of the Movies" is a worthwhile documentary film. Exploitation: In selling it, be sure to list the names of the stars of silent days. Many people make scrapbooks of their favorite stars or of certain films produced over a number of years. Through the newspaper, conduct a search for these scrapbooks and have them placed on display in your lobby. Have your artist make up cut-out standees of Chaplin, Pickford, Valentino, etc., and place them in conspicuous spots around town with this copy: "See (name of star in standee) in 'Birth of the Movies' with (names of other silent days stars appearing in the short)." Note: This film is being States Righted. ICE CUTTERS Prod. No. 4,303 Good RKO-Pathe Sportscope No. 3 9 mins. Comment: Excellent camera work high- lights this subject on ice hockey. Several of the offensive and defensive plays are shown in slow motion and explained by Narrator Andre Baruch. Then the varsity and reserves "go to it" in an effort to keep each other from scoring. The game is ex- citing enough to interest general audiences and particularly, sports lovers. Frederic Ullman, Jr., produced the subject, and Frank' Donovan supervised. Exploitation: If there's an amateur or professional hockey team in your commun- ity, invite the members to be your guests at one of the showings. This should be pub- licized on the newspaper sports page. Al- though it's only a gag, you might place a large cake of ice in front of the theatre and invite guesses as to what day and time of day it will be completely melted. OfiFer tickets to see "Ice Cutters" to the best guessers. ACRES OF PLENTY Prod. No. 4,602 Very Good RKO-Pathe Reelism No. 2 9 mins. Comment: Since the recent appearance of a popular novel on the subject, nation-wide attention has been drawn to the plight of those who migrated from the "dust bowl" to California. This reel shows how they have been put to work in the sunny state, their duties, rate of pay, how they are housed, etc. Shown, too, is the manner in which arid lands are irrigated to promote the growth of California's agricultural prod- ucts. Harry Von Zell's explanatory re- marks enhance the values of this subject, which was produced by Frederic Ullman, Jr., and supervised by Frank Donovan. Exploitation: You can tie up with geog- raphy classes with a contest in which the students write essays on the geographical phases of California. Classes in social prob- lems should be invited to see the reel for discussion and debate concerning the plight of the migratory workers. NAUGHTY NEIGHBORS Prod. !\o. 5,603 Vita. Looney Tune No. 3 Good 7 mins. Comment: Porky and Petunia sign a non- aggression pact to end the ancient famih^ feud between their two mountaineer fam- ilies. The barnyard animals are reluctant to stop the feud and when Porky and Pe- tunia go for a walk the fighting starts all over again. Porky comes to the rescue with an ingenious invention known as a Feud Pacifier which turns the fenders into peace- ful people once more. This is a cute little cartoon and will provide a few laughs. Leon Schlesinger produced. Exploitation: Tie up Porky's non-aggres- sion pact with the present situation. Blow up a local newspaper for a lobby display substituting the real headline for one an- nouncing that Porky has signed a pact. WORLD'S FAIR JUNIOR Prod. No. 5,104 Just Fair Vita. Broadway Brevity No. 4 20 mins. Comment: The children build a minature World's Fair and put on a show of their own. With little Skippy Curie as the m. c. the children take part in various musical, comedy, dancing, and acrobatic numbers comprising a kiddie revue. An entire short based on kid acts with the talent nothing to write home about this might prove to be tedious and monotonous fare for adults. On the other hand it will go swell on any kid show as the acts are definitely kid stuff. Exploitation: Arrange kiddie show on the stage. Make a play for the kids by giving a special matinee show. FRESH FISH Prod. No. 5,305 (Tech.) Swell Vita. Merrie Melody No. 5 7 mins. Comment: A professor goes down to the bottom of the ocean in a diving bell search- ing for a rare species of the shark family. He sees many strange fish pass and finally catches his shark but by the time the diving bell is raised to the surface it's a case of Jonah and the Whale. Treated in the usual Schlesinger manner this cartoon is good for some laughs. A typical species of fish en- countered is the Taxi Crab which should give some idea of the strange animals which roam the ocean bottom. Exploitation: Tie up with a local pet shop for a display of tropical fish in your lobby. RUBINOFF AND HIS VIOLIN Prod. No. 5,503 Good Vita. Melody Master No. 3 10 mins. Comment: Rubinoff and his orchestra of- fer several selections. To round out the program, which consists of about five num- bers, there is a dance by Jack Holland and June Hart and a vocal offering by Jane Claire. The songs such as "You Know What I Know" and "Dark Eyes" are suited for Rubinoff's inimitable style and the ren- ditions are good. All in all this should please your audiences. Roy Mack directed. Exploitation: Rubinoff is a well known figure so use his name in j^our newspapers and program advertising. Have a cutout of the maestro set up in the lobby. HUNTING HOUNDS Prod. No. 4,302 Very Interesting RKO-Pathe Sportscope No. 2 9 mins. Comment: Unlike the hounds who follow the scent of the sly old fox, the dogs in this subject, when unleashed and permitted to go ahead of the riders, search for the wary wildcat. And when the animal has been spotted, it's up to the men to bag him with a few yards of rope. As revealed here, hunting wildcats has its tense and thrilling moments, and the subject as a whole is very interesting. It was produced by Frederic LUlman, Jr., and supervised by Frank Dono- van. Exploitation: Promote a display of "essen- tials for the hunt" in a sporting goods store window. Contact a local kennel for permis- sion to exhibit "hunting hounds" either in your lobby or in the sporting goods store windovi'. The newspaper might run a con- test in which definitions of various breeds of dogs are given, requiring the reader to sub- mit a sketch of one of the dogs so defined. MOMENTS OF CHARM OF 1940 Prod. A9-3 Very Good Para. Headliner No. 3 11 mins. Comment: Phil Spitalny and his 30 tal- ented and charming girl musicians are again featured in an entertaining short subject that compares favorably with last year's "'Moments of Charm." The orchestra plays "Toy Trumpet", after which Evelyn and the violin section offer an interpretation of "The Bee." Laying aside their instruments, the girls become a choir for the rendition of Schubert's "Ave Maria," in which lovely Maxine, of the haunting voice, is featured. The reel closes with the Spitalny version of Cole Porter's hit, "Begin the Beguine." At times the Cinecolor photography seems slightly hazy, but on the whole, it is sat- isfactory. Leslie Roush directed. Exploitation: Since General Electric has prepared some special dealer display mate- rial, it should be easy to get window tieups in connection with the orchestra's radio pro- gram. Tie up with music shops. Perhaps you can arrange tieups with beauty parlors on Evelyn, Maxine, and the Three Little Words, who are well known radio person- alities. A DOG IS BORN Prod. No. R9-2 Excellent Para. Sportlight No. 2 10 mins. Comment: Ted Husing narrates the story of a litter of puppies from the time they are seven days old. One is shipped to Holly- wood where he becomes a star; another becomes a guardian for a little girl; another becomes the herder of sheep and cows for a farmer; another is assigned to State Police work, and so on. The last of the litter is shown winning top honors at a dog show. That the Shepherd is more adaptable and more practical for use than any other canine is borne out by the subject, which was produced by Jack' Eaton. Exploitation: Arrange a contest with the newspaper in which readers are to suggest names for the litter of puppies. Write to officials of local Kennel Clubs advising them that this is a short all dog lovers will en- joy. A department store could cooperate by using a window featuring articles for canines, such as beds, jackets, collars, leashes, etc.