Showmen's Trade Review (Oct-Dec 1941)

December 6, 1941 SHOWMEN'S TRADE REVIEW Page 29 Studios Humming With Short Subjects Activity Two of the most successful series ever produced by Warner Bros, will be revived in the form of two-reel subjects. They are the "Penrod" and "Torchy" series. The decision to revive the two series is in line with the studio's policy of producing high-quality short subjects to replace the discontinued "B" features. Cliff Nazarro has been signed by George Pal to supply double-talk for "In Soiunia," a forthcoming Technicolor Puppetoon for Paramount. Xazarro will zcritc his oztm dialogue and will act as commentator when the film is completed. Pal is currently producing "Jaspar and the W atermclons." Walter Lantz will launch a new film cartoon series to be titled "Swing Symphonies," for Universal release. The series will be produced in addition to the popular Andy Panda and Woody Woodpecker cartoons now being made by Lantz. Columbia's "And So To Bedlam," currently before the cameras, tvill headline Johnny Downs and Marjoric Dcannc supported by Helen Lynd, Arthur Q. Bryan and Walter Soderling. Del Lord is directing the tzco-rcclcr. The juvenile best-seller, "Horton Hatches the Egg," will be produced by Leon Schlesinger as a Merrie Melodie Technicolor cartoon in the near future. This is the first time in his career as a producer of cartoons that Schlesinger has purchased an outside property as the basis of an animated subject. Newest James A. Fitzpatrick Travel talk for MGM will be "Minnesota — Land of Plenty." The onc-reeler zt'ill be made in Technicolor.. Indian reservations of the West will provide the background of "Wacky Wigwams," forthcoming Screen Gems cartoon for Columbia. Written by Frank Tashlin, the short will be directed by Alexander Geiss. Preparations are being made for the filming of "Blue Danube" and "Prince Igor," which zvill be the next Technicolor featurettes starring the Ballet Russe de Monte Carlo to be made by W arner Bros. Three important roles in Carey Wilson's newest Miniature for MGM, "The Lady Or the Tiger," were assigned to Jules Cowles, Barbara Bedford and Bill Tannen. Fred Zinneman is directing the short. Wins Award from Veterans Group "The Tanks Are Coming," Technicolor preparedness short subject produced by Warner Brothers as part of a series of national defense films, has been voted "this year's most valuable motion picture contribution to the national defense" by the Patriotic Films Committee of the Disabled American veterans of World War I. Sport Reels Get Promotional Boost From California Showman Glendale's Ed Harris Stages 12 -Week Sports Parade/ It Gets Publicity, Builds Gross Whether Manager Ed Harris of the Fox Glendale Theatre, Calif., is a sportsman or not is beside the question ; he is a showman, as his past short subject campaigns have proved and as his latest Sports Parade merchandising campaign clearly indicates. Knowing that nearly every branch of sports has a large following, Harris believed it would be profitable to push a special promotion for sports reels. So he worked out a plan whereby every Friday and Saturday a Sports Parade show featuring two different short subjects was presented. To offer variety as an inducement for repeat business, he booked sports shorts from all the major companies. Every Saturday night a Sports Quiz was held on the Glendale stage, with Harris himself as master-of-ceremonies. Contestants chosen from the audience received cash prizes according to the number of questions on sports they answered correctly. Most of the questions, which were furnished by patrons, the sports editor of The Glendale Star, and the director of the city's Recreational Department, dealt with the short subjects to be presented on the following week's program, thus serving as a plug for the coming Sports Parade. Some leader of sports in or around Glendale was a guest of the Quiz every week. On one occasion, Harris relates, women competed against the men in a "battle of the sexes — women athletes vs. men." To everyone's surprise, the women won, and the audience had a "barrel of fun." Cash prizes and gifts of sporting goods were furnished by the local hardware company in return for advertising their sports department. Promotes Sports Sweepstakes The Glendale manager tied up his Sports Parade promotion with his candy counter by inaugurating a Sports Candy Sweepstakes that ran for ten weeks. Twenty-five Sport Service Tickets, redeemable at all leading sports centers, were donated by the merchants. 1 For his main lobby display, Harris rigged up an eight-foot-square board which featured photos of important sports and titles of short subject sports series. This material was highlighted by the following copy : "For complete relaxation . . . take a Movie Vacation (note how vaell that M.V. idea worked in this instance) and enjoy your favorite sports from our screen . . . get a ringside seat and watch your favorite leaders of the sports world in action." In return for giving the Los Angeles Examiner a plug on the board, Sports Editor Al Sontoro wrote weekly publicity stories boosting the Sports Parade. For a few weeks during the special promotion, Harris boosted his candy sales not only through the Sports Candy Sweepstakes, but also by stressing the health value of candy through copy which pointed out that "leaders of the sports world, for that tired feeling, eat candy to build body energy." A trailer boosting the Sports Parade fea Harris' lobby display; note the sports background. tured this copy : "Here's another Glendale treat '0, . . . when you are too tired to play . . . just relax . . . take a Movie Vacation . . . and enjoy p your favorite sports from our screen . . . Let p us do the work . . . while you relax in comfort." Results of the promotion: capacity business every week-end ; a substantial increase in candy || sales. "It offered the public something different and i| timely in entertainment as an inducement to attend our theatre," Harris concludes, "and i§=£ after forming the Glendale habit, they became steady patrons for our other programs — always in search for something different." Billiards Subject Provides Exhibs With Special Selling Opportunities Production was completed recently on a Columbia sports reel, "Rack 'Em Up," featuring Erwin Rudolph, four-time pocket-billiards champion of the world. The picture presents a difficult feat shown for the first time on the screen as Rudolph, in one straight shot, pockets fourteen balls. Among other unusual plays are the caroming of a cue ball off fifteen balls and pocketing balls while rolling. Scheduled for release December 14, the subject provides exhibitors with opportunities to display posters in local recreational centers, send letters to billiard enthusiasts and arrange lobby demonstrations by local billiard "champions." Paramount News Cameraman to Be Guest Speaker at B'nai B'rith Meet Arthur Menken, world-famous traveler, lecturer and ace Paramount Newsreel cameraman who has just returned from the Far East, will be guest speaker at the first Fall meeting of Cinema Lodge, B'nai B'rith, on the evening of December 9, in the Grand Ballroom of the Hotel Edison, it has been announced by Arthur Israel, Jr., president of Cinema Lodge. In addition to discussing the war conditions in Europe and Asia, Menken will exhibit his feature film, "The Battle for the Pacific," a pictorial resume of his exciting travels on the war front. A 1 $ H 0 B 1 / D R