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Freeman Lang has been master of ceremonies at countless famous Hollywood premieres, and most of the stars are his friends. He's shown here introducing Tom Mix to the mike.
AT THE PREMIERE
By MAYME OBER PEAK
Harold Lloyd, left, and Charlie Chaplin don't care for premiere microphones at all, and Mr. Lang has never been able to overcome their modest reluctance.
M'
ANY stars of the erstwhile silents were microphone-broke before the advent of talking pictures. For some time prior :o the vogue of this new medium, the instrument played a prominent role at movie premieres.
When first introduced, merely a description of the gorgeous fashion pageant was broadcast. Gradually, the stars were enticed to the microphone to say^a few words, and now along with their personal greetings (and oftentimes embarrassed giggles) goes a colorful picture of the whole glamorous spectacle.
"Hello everybody, I'm so glad to be here," is the usual greeting. From the lips of a screen favorite, however, it takes on the warmth of a personal message to the great sidewalk audience crowding theatre entrances.
Among those who have come to ogle their idols in the flesh, and become a part of such gleaming array, are shop girls, tourists, tired housewives and business men — thousands of
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Freeman Lang, celebrated master of movie premiere ceremonies, induces Hollywood notables to greet their radio public by means as varied as are the speakers
of them. The majority cannot get near enough for close-ups. Since the enthusiasm of the sidewalk audience makes up somewhat to screen players for the applause they otherwise miss, the picture powers cater to it through the medium of the microphone.
S THE raucous announcement of the arrival of some luminary sweeps down the waiting line, cheers go up that must have a great kick for that particular star. Frequently, there is good natured kidding. "Hello, Billy, where did you get that hat?" If it happens to be Billy Haines, he goes to the microphone and responds with a wisecrack. Or somebody sings a song — maybe the theme song of the piaure, or introduces his best girl; or if newlyweds they say something sweet about each other.
Hollywood premieres, by reason of this chumminess with the stars in the flesh, are unique the world over. Largely responsible for the friendly informality is the announcer. Freeman Lang, originator of premiere broadcasting in the first place, and in his way as much of a Hollywood institution.
By his engaging personality, spontaneous wit, quickness and
Diminutive Lupe Velez has to climb up on the microphone stand to reach the instrument and her public. Her lively behavior and greetings in Spanish are usually a feature of premieres she attends.