Variety (Apr 1935)

VAItjETY 1*1 XT ITediiesdaj, April 3« 1935 Pjff Polklnng Olf ^ (Best Lo9 Angeles, April 2. ■ exploitation: State-Chinese) circus a;Ubi the curi-ent one. Barnes show . In town opeiilng tO; better trade" than lait year and with ^ couple of other; types of opposition Including ' sports show at Shrine a;udltorium, theatre operators none too happy.; Paramount with *Mls- slsslppr la leader frbhi gross take angle? Chinese and State with 'Foltes Bergere' having tough sled- ding aa combined gross will barely - get over $15,000, Hollywood arid ' BKO even find it bit more sad with ^Traveling Salesladyi' .after the healthy 'Roberta' engagement as this combination will fall short on their multiple gross of $10,000, ' Downtown which is housing •Roberta' after the BKO r\iri is hit- ting :intc) black for hrst time in inonths and! looks as though attrac-,: tlon will hold for another stanza. State and Chinese weremost ag- gfeissiye houses oh exploitation . front' f<ir the: week with 'Folie^; -^■-^Rerg e rff/- ThftV tied in w ltH- Gold cigarettes on window displays ■all over town, also With music stores on Victor records as well as the • KMlio stations to plug, the picture tunes.; Window display at Bullocks on 'Folies* hats was most attractive In addition. The. advertising ap'^: proprlation for the two houses was Jumped $1,500 above,'the average with most going to newspapets and ■ Uttte extra for. billboard. However, tbis outstanding exploitation 4id.the . ; box office-little-go<^, if any; : Eatimatea for ThJa Weak : ChineM (Grauman) . '(2,028: 30- 40-5B)—'Folies Bergerie' (20th Cen- tury). Heavy . ; explbitation not material help here as take will Just hit short b£ $8,000. Last .week < 'After Office Hours', (MG-); 5'aded \ out most quietly to a poor $6,900. Criterion (PartmarV (1,600: 30- 40-65)—Unfinished Symphony* (Oaiimont British) (3rd week). With no other attraction on hand ---Btnck -for-third- stanza which will : be,around $900. Last week for sec- ond stanza it tuned off with/the .expected $1,200. ' - Downtown (WB) (1.800: 2B-30- 40)—'Rob6 rta\ (Radio). After three -^weeks it the RKO :Kot off to neat . etart and is set for. a;n easy $6,600. which Is saviour for house. Last week 'A Night air the Ritz* (WB) and 'Pea;th Files East' (CoD.'"Very; very rough Koing to a $3,000 flnalo. Filmarte; (Relsenfeld) (900: 40- ; 60)—'Ghapayov* (Amklno). Got bis . $unday crowd from film colony and will check out with around $2,600. Last week, .second and final, 'Little Friend' (GB). Came uo to antlci- patioh with a. Hnjile of $1,300 which . lets house break. Four Star (Pox) (800: 30-35)^ , 'Scarlet Pimpernel' (UA) (2nd . week). Another socko for this : house with holdover session an easy ■$4;90P ahd about two weeks more to linger. Last week, first stanza hit to corking profit with a total take Of $5,700. Hollywood (WB) (2,756: 25-35- .B6-05)—'Traveling Saleslady' (WB). Though the pa,pers bked this one it's ho panic -as boWout will not show more than $4,900. Last week 'Ro berta'^;.(Radio). Third and. final stanza, a little below expectations but great with $6,500. Pantages (Pah) (2.700: 25-40)— •Broken Melody' (Olympic) and 'Mystery Man' (Monogram), split. This duo not so forte and off to poor pice which if keeping through stanza will wind up" with less than $3,000 Last week 'Princess O'Hara' (U) and 'The Ghost Walks' (In vincible):. Rain along at mild, even pace to a wlndup bringing the ex-; pected !$4.000. Paramount (Partmar) (3,595; 30- 40-56)—'MIssisslppr (Par) and stage show; They are going plenty strong for this one which will prob- ably holdover on 4t3 estimated $21.- 600 for current week. Last week, •RiigRl^s of Red Gap' (Par). For second and final week right up . to calculations; of little better than $12;000. RKO (2.950: J5-,36r66-65)—'Trav- eling Saleslady* (WB). They're not so hot for this one here, with the BIondell-Farreir names meaning .__.nothlng.; to custoniers- as" a $4,300 take Would, indicate. Last week. 'Bobprta' (Radio).. Third and flrial stanza ran at smart .»ace with tune off little short dt $9.000.. :"■;'< State (Loew-Fox) (2.024: 30-40- 65)—Folies Bergere',(20th Cen- tury). Not going; as strong for this one as in Hollywood so house will be lucky to hit the $7,500 mark. Last week ;. 'After Office Hours' . (MG). Had a tOugh vdyago and cahie home with $8,200. United Artists . (Fox-UA) (2,100; 25-30-40-65)—'$10 Raise' (Fox) and .'Car 99' (Par), split. Though art -ideal combb this dUo' has no pulling names iso $2,300;will be ton for t!ilc6. . which is.red for .hou.'ie; Last wc(?k . 'The Little Colonel' (Fox), switched In from State gave hou^e neat .nrolit with a $3,800 session. ^ 'COLONEL/ $7,900, NICE Ben Blua <9uita a Celeli in Birmina- ■■ham '-.'■;'-;• Birmingham, April 2. V (Best Exploitation: ParitaflCB); Spring rains doing nobody any good except the farmers. 'Little Colonel' tops everything this week and doing hiceiy, picture Is getting both matinee and night business In fashionable style. Ben Blue at Pantages. has been given a good send-off. Just iabdut every form bt expldltaitlon known to the boys has been u^ed; Taxlcabs are yelling his name, radio and in- creased neWspalper space. Bay Teal with his band oh the same show and he always cUcks. •; ; Estimates fbi* Thia Week : - Alabima (WIlby) (2j8d0; 30-36-40) 4-'Llttle Colonel' (Fox). Nice little pile of greenbacks this week,. $7;900. Last week 'Roberta' (Radio) $7,60.0. ^lPind^^Hby)-^*00i--^B)^Ba=^ bbona) 'Fox) and - 'President Vanr Isheis' (Par) on split, ;$1,500, fair. Last week 'Night Is; Youhg* (MG) and 'Society Doctor' (MQ) |1,600. ' Pantages (WUby) (1,850; 30^35)— 'Times; Square Lady'. : (MG) • and vaude, $2,600, -better. Last; week 'Rocky Rhodes' (U) and vaude, $1,700, light Ritz (WUby) (1,600; 26-35)—'Va-; nessa' (MG). Helen Hayes and Rob- ert Montgoihery will help, but the name Is goingr^ to-scare ■ some away. $2,200. Last week 'Cliye of India' (UA)' $2,500, fair. Empira (Acme) (1,100; 25)— 'Let's Live Tonight' (Col). Bally- hooed as Another 'One. Night of Love' and likely to get a moderate sum, $2,400. Last week 'Sweet;Ade- line' (WBt) $2,600. ■ ; .Buffalo, April 2. . (Beat Exploitation: Buffalo) Takingis are see-saw at downtown theatres currently, the Buffalo showing about average returns for a strong show and the; Lafayette picklng. up after a^bad opening for what looks like; a good gross. 'Ro- berta' in its second week la^ still do- ing better than average. Last week saw 'RbbertaMeap into the van" turning in one of ;the best weeks the house has had in a long time a:nd practically doubling esti- mateSi Buffalo dropped off as did the Hipp, but .the^Century for some reason or other took 6. neat brace. Shea exploitation for 'Gold Dig- gers' was outstanding. Fine tie-up with Bulck for half page newspaper ads and: giant displays in Buick dealers show windowis in; return for new model display in the lobby was featured.'; Herbert's personal ap^ pearanee went big with the paper photogs and helped over the air. Napkins, hemlds, mehus, florist cards and cigarette ads were sniped with special lines oh.the show. Estimates for This Week Buffalo (Shea) (3.600; 30-40-55)— 'Gold Diggers of 1936' (WB): ahd, Hugh Herbert. Doing well with a strong show, but not jgettlng what It should . Probably $15,000. Last week, '-West Point of the Air' (MG) and stage show, .slumped to unsatis- factory figures at $11,000. Hipp ; (Shea) (2,400;-- 25-40)^ 'Wedding Xlght' (tTA). Picking up from last week, but figured for ^erage-^ua luesa at ovet" $7,00 0 . Last week, 'Enchanted April' (Ra- dio) and 'Murder on Honeymoon' (Radio), dual program' hit the skids down to $5,300.' Great Lakes (Shea) (3(400;' 25- 40)-^'R6b|!rta'" (Radio) (2nd week). Still doI;ig nice business, and: may get up to $8,000. '.Laist week sensa- tional takings with plenty of favor- able comment. Tops at $16,700. Century . (Shea) (3,40O;;' 25)— 'Love in Bloom* (Par), 'Rocky Mountain Mystery* (Par). Looks like about middling takings for this show at. probably something over $5,500. Last Week, ^Car; 99' (Par) and 'Enter;Miidamer (Par); .braded nit'ely.for best figures at $6,300.. Lafayette (ihd.) (3,400; 25)^ 'Bost Man WirisV (Col) and 'Among tlio 5li.«;sing' (Col). Opened bad but with strong pick-iip over weekend m.ny do ; $8,000. Last week, 'Ever- (i-iT.on'. IGB) . {in.d '.Jealousy' ;(Col), held, about up tb'anticlpatlohs for :T;?o(1 l)U!.!lnffjs at $7,100.'; l«t Runs oh Brpidway (Subject to Chjan(ja) Waak of April 5 Capitol^'Weist tolnt oi the Air* (MG). •. ■ ■■■ ■■ Music Halt—Xlfe Begins at 40* (Pox) (4). Paramount—'Private Worlds' (Par) (2d wk.), . Rivoli—'Brewster's Millions'. (UA) (6). Rojty—'It Happened in :N. T.' (U). : ;--;^';: ;^-,•;■ ■■■-; strand—'Curious B rl d e' (WB) (4). Week of April 12 Capitol—'Vajiessa' (MQ). • ; Music Hall—'Star of Mid- night' (Radio) (11). Paramount — 'Stolen ■ Har-. mony' (Par). Rialto — 'Princess • O'Hara'. (U) (9). Rivoli—'Brewster's Millions' (UA) (2d wk.). Roxy—'My Heart is Calling' (GB). ,-;■...■,;;-..>.■•.■ ;:■■■■;■>■; strand—'Black Fury' (WB). . / : Omaha, April 2. . ' (Best Exploitation: Omaha) ': National Flower and Garden show holds the epotUght for the week, in the Aksarben Coliseum. Opened Saturday (30) for nine 'days which allows it to" cut In on." thellcurrent full week and also part of next. One of the city's'^outstanding con- ventions and exhibitions for the year, and expected to show to. prac- tically eVeryohe In town with esti- mates varying as to total attend- ance. Factor of outside visitors may help on the show, though general effect likely to be cutting.: Fifteen thousand saw first day. Dust storm getting to be a niat- ter of■'continuity with ^ some silt about or In the air perpetually. Just a matter. of intensity. When the dirt flares up it has the direct effect of all bad Weather on the show houses, and that occurred 'twice last week with mlhor blasts In between; And then the dUst cleared up for two days of perfect spring weather which didn't help box of- ■ flee a bit.. ■■; Par reverts to its spilt Week pol- icy with Polly Moran the name in the three-day stage show and 'Love in Bloom' counting as strong screen fare. Opened regular and should see a; week ardund $7,500. Both Orpheum and Omaha turning them oyer nicely with 'Mississippi.' Bran- deis seeing; only an ordinary week with 'Living on Velvet' ahd 'Whjle the Patient Slept' marking 4. return to ,the double'features after a'week of single. Best; exploitation of ; the " week credited to the Omaha theatre and Mahager Ted Emerson with an old- time minstrel parade ballyhoolng for 'Mississippi* opening day and two following. Estimates for This Week Orphou m. (Blank-Trl-States) (2,976; 26-40)—'Life-Begins at 40* (Fox). New Roger opus the whole show ahd could gel along very nice- ly without 'Mystery Woman' (Fox) but gets it as a dual partner. any- how. Flower show, competition and weather make it a hard guess, but opened for . about $9,500 and can easily do more. : Last week 'Good Fairy' (U) went over well with A-1 publicity^ garnered from Alene Fransen, the Orpheum usherette, who won the national contest, biit 'We Live Again' (UA) was little help. $8,000. - Omaha (Blank-Trl-State) (2.100: 25-40)—'Mississippi' (Par). With good ballyhoo got the best start of any picture in weeks, and likely to hold to it. $7,600, okay. Last week 'West Point of the Air' (MG) slipped slightly after a strong opening day lead, but was coih;. -mondaM e at % T^tis(K~ — ~- — ■ ' , Paramount (Blank-Trl-State) (2,785; 25-35-40)—'Love in Bloom' (Par). In a class with other picture fare offered as competition, and has in addition Polly Moran and Irene ■Vermillion as stage attractions. But It's back to the split week policy with 'Scarlet Pimpernel' (UA) and 'Mills of the Gods' (Col) screen fare the other four days. About $7,600. Last week 'Rumba' (Par) screen and Mary Brian and vaude bill on the stage: full w?ek upped the b'.o.' .figure to $11,000. nice money but not quite expectations. Brandeis (Singer-RKO) (1.200; 25-35-40)--'Hvlng on Velvet' (FN) with 'While the Patient Slept' (FN). Returns the house to the dual fl:t- traction policy. Little more than programmers and the take around $4,200. Last week 'Gold Diggers' (FN) had eight days to Itself after a rush early opening. But It made little, difference;and the $5,300 was only ailghtly over average for that extended term. , . Lup(tlUez|Good^^$^ 'LIFE BEGINS' $6,000 Hog-Calling on Stage la Sumpin -:■ in Tacoma Tacoma, April t. (Best Exploitation: Roxy) ; Center of show golngs-pn. this week Is the Roxy, Jensen-von Heir- berg spot which has ■ been having a great run of plx and biz the same way, the past Ave or' six weeks. :It's Will Rogers: this Week, with top- exploitation shouting the town down, this,being a hog-calllng contest from the stage for 'Life Be- gins at 40.' Five compete nightly, with Wlnner^ of each night, getting into the finals on eighth day for prize- of $100 cash. Entrants se- lected In co.:operatlph ;wlth' West- ern Washington fair, where hog callers get their'chance each year at the fair. Theatre front shows barn, with hogs (live) in lobby, and this Is proving great gag. ; • Estimates for This WeeV Blue Mouse (Hamrlck) (700; 26- 35)—Iron Duke' (GB), . May land $3iG0O, l good. Last week 'Roberta' (Radio), second week', $3,100^ big. Music Box (Hamrlcic) -<1.400; .16-^ and vaude, three days; 'A Night at the Ritz' (WB) and 'Mystery of El- win Drdod' (U), dual, four days, for Indicated $3,600, okay. Last week 'Gilded Lily* (Par) and vaUde, three days, $2,100, okay;. 'McFadden's Flats' (Par) and Four Mills Bros., two days,. tremendous $2,800, pack- ing in five and six shows daily, and 'Love, in Bloom' (Par), two days, $700, for great $5,600 week. Roxy (J-vH) (1,300; , 25-36)'— 'Life Begins -at 40' (Fox). With everything on publicity ball for this one, and Will Rogers always pop here, looks to do. .$6,000.. Last Week 'Little Colonel' (MG), $6,700, great. ■ . OK,Bl]TK.C.NSG Kansas City, A:Pril 2. . (Best Exploitationi toew'a Midland) Downtown houses benefited some on - Saturday' through a 'Downtown Day' sales campaign fostered by merchants and newspapers- which brought thousands of shoppers. After a week of real vaudeville iand pldtures, the Malnstreet is back to a single film, .'Living oh Velvet,' with only fair results, ' At Loew's Midland,. 'Casino M.ur-. der Case' shows some sfgns of im- provement. 'Mississippi,' after a good showing at the Newman laigt Week, Is held over and doing nicely; Although far from the downtown district, the Fox Uptbwn with 'Scandals' Is getting a heavy play. Film is set for nine days. : Loew's Midland wieht on the bill- boards for 'Casino Murder Case' and had a sWeet co-operative' tieup with a large department store In a double page newspaper epreadi for the 'Downtown Day.' Estimates for This Week Mainstreet (RKO) (3,200; 15-25- 40)—'Living on Velvet' (FN). Out- .loplt far from encouraging, around $6,000, poor. . Last week 'Edwin Drood' (U) and vaudeville with Lupe Velez, disappointing with $12,000. Midland (Loew) (4,000; 16-26-40) —'Casino Murder Case' (MG). Femmes not going' for mystery story, but the night play up. Should return close to $8,500, pretty good. Last week 'West Point of the Air' (MG)) flattened out after a nice start, $9,000, fair. Newman (Par) (1,800; 25-40)— 'Mississippi' (Par) (2nd week). Close to $7,000 after last week's $14,- 000, big. : .' ; ; Tower (Rewot) (2,200; 26)—"It Happened in New York' (U) and stage show. Looks headed for near . Minneapolis, April 2. (Best Exploitation: Century) Business here continues to set a fast pace thanks to extra stronic attractions. Current coin extrac- tors keeping the turnstiles thor- o'.iThly greased are Lupe Velez In person at the Orpheum Snd 'Mls- h--:;3ippl,' 'Sequel'" and 'The Scarlet Pimpernel' on the screens. Of this array the torrid Miss Velez easily tops the list, again giving Manager Enill. Franke's house a big box-of- flce edge, over all of its competi- tors, ■'■•■ 'Mississippi' is the best magnet that the State has had in recent Weeks and should show a: nice profit. Plenty of attention; also has ' been riveted on 'Sequoia.' It's the second week for 'The Scarlet Pimpernel* at the World. Century unturhed a lot of stones to. plug 'Sequoia,' Manager Harold Kaplan, among other things. Induc- ing the local branch of the Izaak Walton league to mall out cards recommending a picture for the first time. - ■ ^ Estimates for'Thia Week . Century (Publix) (1.600: 26-35- 40)T-'Sequbla'-.(MG).. Well sold and r-iilF16if.©nWne3J^ be • headed for good $6,600. Last week, second of 'Ruggles' (Par). $6,700; making great $14,600 for two weeks' run.'; Orpheum (Blhger) (2,890: 26-35- 40)^'Woman In Red' (FN) and Lupe Velez and vaude. Miss Velez the draw. Heaps of free newspaper publicity for the peppy star ahd this apparently is not hurting biz. Should squeeze oyer big $13,000.; Last week, second for 'Roberta' (Radio)immense $12,600, or. enor- mous total of $32,600 for fortnight . run. Record for house at scale. State (Publlx) (2,200;. 25-36-40) —'Mississippi' (Par). Crosby and Fields names pull and picture seems to hold wide appeal. Best trade at this theatre In some weeks and may exceed good $8,500. Last week, 'Devil Dogs' (WB). $6,000, "'World (Steffes) (360; 26-35-40- 56)—'Scarlet Pimpernel' (GB) (2d week). JLeslle Howard a name to be reckoned with here.' Around $2,600 indicated- Pretty good. Last week. $2,800. . - - ■ Time (Johnson) (250: 16-20-25) —'Mills of Gods' (Col) and 'Jeal- ousy' (Col), spilt About $900 m store -for this pair. fair.: Last week, 'West of Feeds' (Radio), $1,100, fair. Palace (Benz) (1,900: 16-20-25) —.'Mutiny' Ahead' (Mono) an d vaude. Pretty good $3,600 In.pros-:, pect. Lastt week, "Mystery Man'. (Mono); and vaude,. 13.400, fair. Lyric (Publlx) (1.300; 20-25)— 'Under Pressure' (Fox). McLag- len-Lowe tetLni has 'em coming. Should garner good $2,600. Last week, 'Shadow of Doubt' (MG). $2,100. fair. Uptown (Publlx) (1,200; 26-35)— 'Gilded Lily* (Par).. Around $2.00.0.; fair. Last week, 'Kid Millions' (UA), $2,600. good. ■ Grand (Publlx) (1,100; 15-25) — 'David Copperfield' (MG). Second loop run. Pulling at $2,000 rate, big. Last week 'Bengal Lancer' (Par) and 'Right to Live' (WB). former secohd run and latter first, split, $1,500. pretty good. Aster (Publlx) (900; 16-26)— 'King's Horses' (Par), first run. and 'Border Town' (WB), second run, split. Around $1,000. pretty good. Last week. 'Sweet Adeline' (WB) and 'Helldoradd' (Fox), second week and 'Winning Ticket* (MG). first run, split, $800, fair. $7,600, good. Last week 'Transient Lady' (U) and stage show, $6,300, fair. . . Uptown (Fox) (2,040; 25-40)— 'Scandals' (Fox). Clicking strong, set for. nine days and is'expected to return $7,000, good. Last week 'Lit- tle Colonel' (Fox) a three-day hold- over Into the third week, $1,600, good. ■ ; . ■ ■ MILLS BROS. $9,500 Teamed With 'King's Horses'— Portland in Good Shape ._ Portland, Ore., April 2, (Best; Exploitation: Broadway) Strong product holding all houses In the better gross class this week. Just as : the break to warmer weather came. General biz In the burg Improved and total grosses rocketted up by several grand. Mills Bros, at the Paramount doing welL Burg responds to flash name acts and Is taking better to vaude as a steady diet. Broadway set best exploitation pace on .'Iron Duke' (GB). . Estimates for This Week) Broadway (Parker) (2,000; 26-40). —'Iron Duke' (GB). Disappointing. Felt off despite heavy exploltatioii to fair $4,000. HABt week;Al Pearce and : Gang in person with 'Winning Ticket' (MG) good . $8,200. United Artists (Parker) (1,000; 25- 40)—'West Point of Air* (MG). Started strong; should go to $6,500, - ^kay,—Last—•weekr—^lles—Ber-gerc^ (UA) suffered at the b.o, from too much censorship, registered okay, but failed to get much attention. Just fair $4,300. ;; Paramount (Evergreen) (3,000; 26- 40)—Mllls-Brba. in vaude "T51lied~ above pic 'King's Horses' (Par) and running big. Will top the burg's grosses with a bumper $9,500. Last week,: 'Life. Begins' (Fox) ►clicked better than expected for a big $10,300. ■ ^ • ■ Orpheum (liamrlck) (2,000; 23- 40)—'Laddie' (Radio) : and vaudie. Looks like a winner for "this house in spite "Of strong competish, going for okay $5iOO0. Last week, 'Roberta' (Radio) good second week $4,800, after first week $7,800. :■ Mayfair (Parker-Evergreen) (1.- 400; 26-40)—'Life Begins' (Fox), Moved from the Paramount for a second week and getting, biz for this house at around $3,700. Last week 'Rumba' (Par) and 'Mystery Wom- an* (Col) combo went, fairly for $2,800.