Showmen's Trade Review (Oct-Dec 1941)

Page 30 SHOWMEN'S TRADE REVIEW December 6, 1941 Bach Stage in the Short Shops — Henry MacRae m HENRY MACRAE In Hollywood they call Kini him the "Serial i IN HOLLYWOOD they call him the "Serial King." For Henry MacRae, who joined Universal in 1910 and has served as general manager on three different occasions, has supervised the filming of more screen footage than any other individual in the industry. Now one of the company's foremost associate producers, MacRae includes among his memorable serial plays such outstanding chapter plays as "Perils of Pauline," "Liberty," "The Scarlet Street" and "The Indians Are Coming," the latter making screen history in 1930 as the first talkie serial — a bold stroke to take at a time when the newfound sound and dialogue had movies in the "stand still and recite" stage of their development. The film was one of Universal's big money-makers for that year, and created a new market for chapter plays. For his work in bringing about this situation, MacRae was commended in a letter from Will Hays, who expressed the thanks of the industry for bringing millions of children — today's adult movie patrons — back into the theatre. For the past dozen years, MacRae has devoted his efforts to developing and producing Universal's chapter-play product Currently at work on his 1942 output, he has completed a 15-chapter western epic, "Overland Mail," featuring Lon Chaney, Noah Beery, Jr.. and Helen Parrish, and he is now preparing "Junior G-Men of the Air." MacRae entered the "flicker" industry in 1909 after several years behind the footlights as an impresario. Born at Toronto, Ontario, Canada, he became the only theatrical member of a family which boasts doctors, lawyers, soldiers and ministers. He studied medicine and chemistry in school, but spent his spare time producing plays at local theatres. For a time he appeared as a regular performer at Toronto's Princess Theatre, later became associated with a traveling stock company. One of the most popular novels of the day served to influence MacRae's first important venture with his own road show. Recognizing the dramatic qualities of Rex Beach's "The Spoilers," he purchased the western rights and adapted it for stage presentation over the John Court Circuit With the great San Francisco earthquake and fire of 1906 terminating his engagements in that city, MacRae made another bold step when he took a company of 40 players to Hawaii where they enjoyed a long and successful run at the Royal Hawaii Opera House, Honolulu. Upon his return to the mainland in 1909, he became associated with the old Selig Polyscope Co. The following year he became a writer-director for Universal and, shortly after the company moved to its present San Fernando Valley location. Universal City, he was made director-general of the entire studio. During his Universal association, MacRae fostered the careers of such movie personages as Lon Chaney, Rudolph Valentino, Jack Holt, Harry Carey, Betty Compson, Priscilla Dean, Laura LaPlante, Tom Mix, Janet Gaynor, Ruth Roland, Marion Nixon, Hoot Gibson. Buck Jones, Hal Roach, Robert Z. Leonard, John Ford, Frank Borzage. Al Green. Allan Dwan, King Vidor, Nat Goodwin. George Fitzmaurice, John Blystone, William Seiter and Frank Lloyd. MacRae was responsible for many "firsts" in technical advances. He directed the first airplane thriller, "The Great Airmail Mystery," which brought together such well-known flyers as Glenn (Martin bomber) Martin. Lincoln Beachy, Max Lily and Orville Wright. MacRae was the first to utilize a covered set to shoot an "interior" scene; first to make a picture at night, using sodium flares for illumination; first to introduce double and triple exposure; first to use a wind machine; first to introduce artificial lights on film sets, using sun rays reflected by huge mirrors. During World War I, when the industry was in one of its severest depressions. MacRae, collaborating with Rupert Julian and Elliot Clause, wrote the story for "The Beast of Berlin." which, when made into a picture, broke all box office records up to that time with the exception of "The Birth of Nation." MacRae's credo for film-making is: motion pictures are meant to "move." Accordingly, he tries to incorporate suspenseful action into every reel he turns out. Acknowledged one of the film colony's snappiest dressers, he is one of the film colony's most colorful and beloved figures. Since 1906 he has been married to Margaret Oswald, former stage star. They have resided in Beverly Hills for nearly a quarter of a century. Two Comedies on RKO 1941-42 Schedule to Be Finished This Year Two of the eight two-reel comedies still to be produced by RKO Radio on the 1941-42 schedule will be completed by December 31, but the remaining six will not be filmed until the early part of 1942, according to Bert Gilroy, short subjects producer. The two to be finished by the end of 1941 are an Edgar Kennedy "Average Man" comedy and a Leon Errol short. Charles Roberts is directing the Kennedy film, while writing of the Errol picture is still unassigned. 'Superman' Being Sold Heavily Across Nation Showmen from every section of the nation report unusual activity in exploiting "Superman," based on the famous comic strip that appears in magazines and hundreds of newspapers. The Criterion Theatre in Sapulpa, Oklahoma, gave "Superman" equal billing with the feature m all its newspaper advertising. In a tie-up with a department store, the theatre arranged a full window display with two Superman standees on a turntable, and a nine foot banner plugging the playdate. The Criterion enlisted new members for the Superman of America Club both at the theatre, and the department store. A special lobby consisted of three regular standees, one of which, floodlighted, was placed atop the marquee. A three day teaser ad campaign advertised that "Superman is coming!" Follow-up ads of two-column size gave the short 50 per cent billing. Special announcement cards were distributed at all schools, placed in autos, stores and downtown offices. One-sheets were placed in three surrounding towns and country schools. Highlight of the Superman campaign at the Paramount Theatre, Marshall, Texas, was a 12-foot cutout of Superman, used 12 days in advance and during the engagement. The Newman Theatre, Kansas City, broke a four column story and cut on the Superman engagement in connection with a special showing for newsboys of the Kansas City Star which carries the cartoon strip. The local Superman magazine dealer sniped trucks with Superman posters. The Paramount Theatre, New York City, broke a long-standing advertising policy by incorporating "Superman" illustrations into extra-space ads, and plugged a "3 for 1" show featuring "Skylark," stage attraction and Superman. The house also exhibited a 40x60 blow-up of the double page spread that ran in "Click" magazine. Creators Appear in Person At Loew's State in Cleveland, Jerry Siegel and Joe Schuster, home town boys and creators of the cartoon character, made personal appearances in the lobby. Newspapers gave unprecedented space to the short subject. The Hollywood Theatre, Leavenworth, Kansas, planted an editorial in the Leavenworth Times, which commented on the amazing success of the cartoon hero and what type of a husband he would make. At the Rio Theatre, Blythe, California, the manager distributed a case of Superman lollypops to patrons. One-sheet and photos were posted in special frame ten days in advance, and a trailer was used for two weeks. A contest was held for grammar and high school students, with a prize awarded for the best article on why Superman is popular with both adults and children. Winning answers were published in local newspaper preceding the showing. Through a tie-up with N. Y. Post, the Brooklyn Paramount Theatre promoted a slug atop the daily cartoon and obtained unusual free space. A feature of the various "Superman" campaigns is the two-way tieup with the Supermen of America Club, an organization of juveniles that has enlisted more than 600,000 members who paid 10 cents each to obtain a button, membership blank and secret code card. Theatres are able to obtain 500 free memberships in the Supermen of America Club each time they play a "Superman" cartoon, provided they run a trailer mentioning the club and the magazines. Tieups with the local sponsors of the "Superman" radio program have been very successful and many theatres have reported special matinees, underwritten by radio advertisers. Theatres have also promoted spot announcements in connection with program. First Time In History! 'mk 'Superman' PACKS TWO THEATRES ifif^y Day and Date in Lincoln, Nebraska! (3 Superman, Inc.