Showmen's Trade Review (Apr-Jun 1944)

il/av 6. 1944 SHOWMEN'S TRADE REVIEW 37 SHORTS SHOPPING Utilize Production Numbers of Past Feature Musicals in New Shorts Series, Says Associate Rather than start an argument, we won't venture to state which company pioneered the tworeel musical short. But we don't believe anyone will argue the fact that Paramount has carried out the project to its successful fruition through that company's current series of Technicolor Musical Parades. We have seen two of the releases— "Caribbean Romance" and "Showboat Serenade" — and if these two are typical of the others, we can well understand why many theatremen are substituting these two-reelers for second features. Not a few of the current second features are shallow in story content, and only moderately entertaining. Maliy of them, even in their honr-or-so length, are still long enough to prove wearisome. Yet because some theatres have educated their public to buy quantity instead of quality, the double-feature policy must go on. From information we've been able to gather, theatremen courageous enough to break away from the tradition and substitute a Technicolor Musical Parade for the second feature, advertising it and selling it as a second feature, have found the change well worth while. Since we're on the subject of two-reel musicals, we'd like to mention an idea advanced by one of our editorial associates — an idea that seems to have considerable merit. As this editorial associate sees it — and he has had wide and varied experience as a theatreman — there are many feature musicals of the past with at least one outstanding production number which could be "lifted," so to speak, and made into a short subject. He believes patrons would enjoy seeing these numbers again; that the songs, many of which are now forgotten, could be revived and made favorites once more to be featured on the radio, hit parades, phonograph recordings, etc. Considerable conservation of funds in short subject production could also be realized. And, oh yes, there would be star values to sell — perhaps the most important aspect of the situation, inasmuch as most short reels lack this angle for box-office success. All in all, the idea is worth the serious consideration of the producers, and not until someone is resourceful enough to try it out can its feasibility be determined. That trite old statement nevertheless is still true: "Nothing attempted, nothing gained." W e have occasion to look over house programs which come into this office, and we are surprised at the lack of judgment in booking short subjects. In one instance, we noted a Technicolor feature musical paired with a Technicolor musical short. In another, there was a war picture to which shorts of similar calibre had been added to complete the bill. And in still other instances there were feature comedies and short comedies paired. With the complete enjoyment of the public to be considered, it seems to us that any considerate and enterprising manager would see to it that every program is properly balanced. {Continued on Page 38) Manager Francis Vickers, Paramount, Austin, Texas, played up local and state interest in these two crowd-stopping setpieces for Unlversal's "Hit Tune Serenade" and RKO's "On Point," shorts which succeeded so well under this treatment they had to be held over three extra days. Thirteen Shorts Set by 20th-Fox For Release May Through July Titles and release dates of thirteen short subjects to be released from May through July have been announced by William C. Kupper, general sales manager of 20th Century-Fox. This includes three untitled March of Time tworeelers. The list follows : "Mailman of Snake River," a A'lovietone Adventure narrated by Hugh James, May 5; "My Boy Johnny," a Terrytoon in Technicolor, May 12 ; an untitled March of Time, May 19 ; "Nymph of the Southland," a Sports photographed in Technicolor and narrated by Ed Thorgersen, May 26; "Wolf! Wolf !," a Terrytoon in Technicolor, June 2 ; "Lew Lehr Makes the News," Dribble Puss Parade, June 9 ; "Eliza on the Ice," a Terrytoon in Technicolor, June 16 ; an untitled March of Time, June 23 ; "Gridiron Highlights," a Sports narrated by Ed Thorgersen, June 30 ; "The Green Line," a Terrytoon in Technicolor, July 7 : "Blue Grass Gentleman," a Technicolor Sports narrated by Ed Thorgersen, July 14 ; an untitled March of Time, July 21 ; "Carmen's Veranda." a Terrytoon in Technicolor. July 28. Top Billing for Little Lulu First of Paramount's Little Lulu cartoons, "Eggs Don't Bounce," took precedence over the feature in the advertising of the Lyric Theatre, Brownswood, Texas. Subject was announced by a two-column 150-line display ad headed "Look Who's Here" and, reversing the usual procedure, was followed by this underline at the bottom of the ad : "Plus Regular Screen Program." Tipica Orchestra in WB Short The Tipica Orcliestra of the Mexico City Police Department, at present in Los Angeles under auspices of President Manuel Avila Camacho, has been signed by Warner Bros, for a short subject. Production has started, with Gordon Hollingshead supervising. Plugs V-Mail Angle In Exploiting Short That short subjects can be effectively exploited was recently demonstrated by Manager Charles E. Shutt of the Telenews Theatre, Denver, Colorado, when he made all Denver V-Mail-conscious as a result of his campaign on the RKO Pathe "This Is America" factual, "Mail Call." First, the Denver Chapter of the American Red Cross was secured as co-sponsor of a special V-Mail writing room which was prepared in the lounge of the theatre and two Red Cross Grey Ladies were in attendance during the busy hours to offer assistance to persons writing V-Mail letters. The postoffice cooperated by supplying V-Mail blanks and placed a regulation mail box in the lobby which, in turn, was placed on the regular collection route. The Eversharp Company supplied half a dozen speciall}' engraved pencils with V-Mail leads, while the Telenews Theatre supplied the postage for all those who wrote letters and maile'd them at the theatre. The Recordak Company, makers of V-Mail equipment, placed a complete V-Mail unit in the theatre lobby with an operator to demonstrate its workings. Attention was also called to the showing of "Alail Call" in a special display on the postoltice bulletin board. 'I Am An American,' Two-Reel Patriotic Short, on WB Schedule Jack L. Warner, executive producer for Warner Bros., announces production for August release of a two-reel patriotic subject. "I Am An .American," based on roles played by immigrants in building the United States. Shooting starts the week after "I Am An American Day" programs are staged throughout the country, with Crane Wilbur writing and directing the short, and Gordon Hollingshead producing. Camera crew is being sent to cover the "American Day" ceremonies May 17 at Soldiers Field. Chicago, for use as part of the background material. Cast will be headed by ^^larjorie Riordan. Jean Sullivan, Colleen Townsend. Robert Shayne, Craig Stevens and Stephen Richards. 'Women at War' Tied in With Air Wac Recruiting Programs Earl Bell, branch manager for Warner Bros, in Denver, through cooperation with his home office, recently placed the two-reel short. "Women at War," at the disposal of the Air Wac recruiting teams in the Colorado and \\'3'oming territory. In other cities — for example, the Paramount in Joplin, Mo. — theatre managers have been using special recruiting booths in the lobbies, and have also been using marquee signs and billboards to help in the Air Wac procurement campaign. In nearly all cases, these activities have been tied in with showings of the short.