Showmen's Trade Review (Jul-Sep 1945)

July 14, 1945 S H O W MEN'S TRADE REVIEW Paramount Marking One-Third Century Milestone Whoops It Up for New, Timely Films It is characteristic, ratlier than novel, for Paramount Pictures to celebrate the company's 33rd milestone with emphasis upon the rich present and promising future instead of making the occasion one of historical association and attachment. For this is the company whose founder, Adolph Zukor (see cover), brought to the motion picture of that time a sadly needed vision of the rich and dignified potentialities of this new dramatic form and viewed the photoplay as worthy of the great talents of foremost artists of the stage and the literary works of great playwrights and novelists. Thus today Paramount, just as Zukor did in 1912, looks to the present by training its energies and showmanship resources on bringing to the market quality pictures and extensive merchandising campaigns as it celebrates "One-Third of a Century of Industry Service" during the month's period beginning August 26 and ending September 29. In that period, Paramount will release seven attractions, including two great pictures of the not distant past — re-issues of "Northwest Mounted Police" and "This Gun for Hire." Inherent in the attractions Paramount will i)fTer during the celebration period and in the method whereby the pictures and the event will be publicized throughout the land are many elements of commonplace practice in the industry today but which were originated by Paramount producers, sales executives or advertising men. In the picture lineup, for example, is one of the great Cecil B. DeMille's productions. This is "Northwest Mounted Police," one of two reissues on the schedule. DeMille brought to the films the glamor which now is part and parcel of every successful picture or personality associated with the screen. He gave pictures that lavishness which has served directors and producers (including those who specialize in a far different style of story treatment and production tiian does DeMille) so effectively in punching up drama or comedy, of attracting attention and winning those great audiences which are essential to achieving a great picture or novel or poem. Moreover, DeMille actually is the daddy of Hollywood. It was he who went west from the theatre capital of the U. S. (which was New York, remember?), in search of scenery and lighting conditions conducive to camera work. Special radio broadcasts, visits to key centers by Paramount stars as ambassadors of good will, extra advertising campaigns, special trailers and various other media of publicity will be used during Paramount Month in bringing to attention the story of the box-office attractions which Paramount has ready for the screen. Topping the list of film offerings is the Technicolor production, "Incendiary Blonde" in CECIL B. Producer DE MILLE BARNEY BALABAN President Lake, for a change, plays "the other woman." "You Came Along" will bring to screen patrons their first glimpse of tall, tawny and torrid Lizabeth Scott, regarded as such a sensational discovery that she was given the feminine starring role in this picture as her first work before a motion picture camera. Miss Scott was a fashion model in New York, understudy to Tallulah Bankhead in "Skin of Our Teeth" .and a member of the cast of Olsen and Johnson's "Hellzapoppin' " roadshow before she was called to Hollywood and catapulted into a co-starring role with Robert Cummings. She was discovered by the veteran Hal B. Wallis, who produced "You Came Along" as his third picture for Paramount. "Midnight Manhunt" is a Pine and Thomas dramatic offering starring William Gargan, Ann Savage, and presents a murder mystery keyed to the action formula in which these producers have specialized with success for a long time. "Northwest Mounted Police" stars Gary Cooper and Madeline Carroll. This DeMille western is in Technicolor and was released in 1941 to a fanfare and popular applause which (Continued on Next Page) CHARLES M. REAGAN Vice-President in Charge of Bistribniion which Betty Hutton is starred in the role of the late Texas Guinan, with Arturo de Cordova in the male romantic lead and Barry Fitzgerald prominently cast. One week in Paramount Month will be observed as "Incendiary Blonde" Week, marked by an intensive campaign. ".\ Medal for Benny" brings Dorothy Lamour and Arturo de Cordova to the screen as lovers and J. Carrol Naish in a character portrayal described as the best of his versatile career. The story deals with the dramatic problem faced by millions of girls today — the boy she loves won't write and the boy at home won't wait. The cast includes Mikhail Rasumny and Frank McHugh and the screenplay was written by Frank Butler, co-author of "Going My Way." "Out of This World," a musical romance with comedy, stars Eddie Bracken, who zoomed to the top as a comedian in "The Miracle of Morgan's Creek," "Hail the Conquering Hero" and "Bring on the Girls." Here Bracken portrays a Sinatra-like role. Diana Lynn displays her acting and musical talents in the role of the leader of an all-glamour-gir! band. Veronica Still At It The roster of great motion picture stars of all time has been plentifully supplied by Paramount, which company has developed some of the most popular of all screen personalities. That the company is stiU working at its job of creating new stars of overwhelming popularity among screen patrons of the whole world is attested in the lineup of comparatively newer stars who have come up to the top under Paramount tutelage and development. That lineup includes: Alan Ladd, Betty Hutton, Veronica Lake, Sonny Tufts, Eddie Bracken, Arturo de Cordova, Katina Paxinou, Marjorie Reynolds, Gail Russell, Diana Lynn, Barbara Britton, Helen Walker, James Brown and Bill Edwards. I,