Variety (Jun 1935)

Wednesday, Jiine. 19, 193S P ICTURCS VARIETY 11 MERCHANTS' HYPO Baer-Braddock, $8,0(IOJpIs.Lure; 'Scoundrel' $4,500 Minneapolis, June 18, .^(Bett Exploitation: Orpheum) Baer-Braddock fight films are put- tlnp the Orpheum In the money cur- rently, The Irishman's victory prob- ably will mean two grand more than otherwise would have been the case for the Singer house. Booked as an. added attraction to. 'The Informer,' the scrap picture, of course. Is the refxl draw, being, for that matter, the loop's chief magnet. For the. first time In months the downtown district Is without a sin- gle stage show, the- drop being from an almost all-time high, of four to the bottom depths of one. At that, after a stretch of gloom, during which It flirted continuously with rock bottom, business seems to be staging somewhat of ■ a comeback. Anyways, the past fortnight leaves little cause for complaint. In addition to the fight film, •Doubting Thomas,' 'The Scoundel' and 'High School Girl' are all bring- ing box-office pay dirt. The Noel Coward picture, heavily plugged by' Manager Harold Kaplan of the Cen- tury, Is proving a real surprise, the gros^ shooting well upward into the profit column. The carriage trade In particular are turning but for this one; but even tiie hoi pollol, to whom the name Coward probably suggests nothing more than a scared Individual, also have been respond- ing. Cool and rainy weather over the week ends has been a help. Satur- day and Sunday have been respon- sible for the major slices of the takings. With tie-ups with sports sections of the newspaper and with the ra- dios lor the fight films, the Orpheum . Is In the exploitation lead this week. Estimate for This Weok Century (Publlx) (1,600; 25-36-40) —'Scoundrel' (Par). Lots of ex- ploitation work put on this one, and It's clicking, despite supposed high- brow appeal and lack of cast names, to good $4,500. Last week 'Devil Is Woman' (Par), yanked after six days and only very poor $2,000. Orpheum (Singer) (2,890; 25-35- 40)—'Informer' (Radio) and Brad- dock-Baer fight pictures and third week of Miss Alda, psycho-analyst. Fisticuffs film the real box office baby, for a fine $8,000, Last week 'Caliente" (FN), eight days to $6,600. very good. State (Publlx) (2,400; 2S-35-40)— 'Doubting' (Fox). Will Rogers sure- * fire box-office here, and this one well liked by customers, altliough critics are only lukewarm. Stage shows out here now, but scale re- rniaina same. Around $7,000. Good. Last week 'Glass Key' (Par) and vaudeville, good $9,000, with picture entirely responsible for draw. World (Steffes) (350; 25-35-40-55) —'Brewster's Millions' (UA). No names that mean anything, but pretty good $1,300. Second week of 'Thunder East' (UA), $1,500, pretty fair. Time (Wathnell) (350; 15-20-25)— 'Without Children' (Liberty). 'For adults only' sign out and prob.ably helping to mild $1,000. Last week 'Mr. Wong' (Mono) and 'Flirting With Danger' (Mono), split, $700. Light. Lyric (Publix) (1,300; 20-25)— •High School Girl' (Foy). Sensa- tional advertising and 'no children under 16 admitted' still seem to pull In numerous elements for .tood $2,- 000. Last week 'Dinky' (WB) fairly good $1,600. Uptown (Publix) (1,200; -25-35)- 'Naughty Marietta' (MG). Good $2,200 in prospect. Last week, 'Pri- vate Worlds '(Par) and 'G Men' (FN), split, $2,000. Okeh. Grand (Publix) (1,100; 13-25) — 'Reckless' (MG) and 'Wedding Night' (UA), second runs and split, fair $1,200. Last week, 'Gold Dig- gers' (FN) and 'Life at 40' (Fox), second runs and split, $1,400. OUeh. Aster (Publix) (OOO; 15-25)— 'West Point' (MG) and 'Casino Mur- der' (MG), third and second loop runs, and 'Spring Fever' (Fox) flr.st run, split, topping $700. Lnst week, 'After Olfloe' (MG), second loop run; 'Mi.ssissippi' (P;ir), third run and 'Four Hour.s to Kill' (Par), flr.st run, $1,300. very big, with splendid front and lobby displ.ays helping. UTTLE CIRL,' $8,0Q0, MONTREAL LEADER Montreal, June 18. (Beat Exploitation Pr'nceis) Shirley Temple at Palace will likely rate highest gross In town currently In 'Our Little Girl.' This house runs to double features from now on, filler being 'Daring Toung Man,' following Loew's closing Thursday (13). Capitol has 'Black Fury' and 'Curious Bride,' a nice Jblll. "Imperial takes over Loew's fea- tures until latter's re-openlng in August and Is showing 'New York Night' and 'Society Doctor.' Princess has 'The Informer' and 'Adventure Girl.' Nabes feeling the heat. Tommy Cleary at the Princess has' the usual tie-ups on 'Informer' and, where the other houses are doing little beyond routine adver- tising, should get some benefit. Estimates for This Week Palace (FP) (2,700; BO)—'Little Girl' (Fox) and 'Daring Young Man' (Fox> will top the town on Shirley Temple and should -gross at lesist $8,000, Last week 'G-Men' (WB) did good biz. at $8,000, Capitol (FP) (2,700; 50) 'Black Fury' CWB) and 'Curious Bride' (WB) should get by at $7,000, Last week 'Glass Key' (Par) and •Scoundrel' (Par) grossed $6,000, fair. Imperial (FP) (1,600; 34)—'New York Night' (MG) and 'Society Doctor' (MG) looks like $3,500 on Improved program. Last week usual second-run plx. Princess (CT) (2,200; BO)—'In- former' (RKO)' and 'Adventure Girl' (RKO) may gross around $6,000, Last week all-British 'My Song For You' and 'My Old Dutch' fell off some to $5,000. Cinema de Paris (France-Film) (600; 60)—'Quel Drole de Gars' (2nd week). $2,000 after a good $2,500 last week. DENVER HOTCHA BIZ HOLDS UP FREE SHOWS ! 'TRIIDE DliyS' Alabama and Mississippi Hick Town Merchants Subsidize Local Cinemas to Keep 'Em Home VAGABOND EXHIBS Denver, June 18. (Best Exploitation: Orpheum) Three leaders here, Orpheum, Denver and Denham, are all doing fine' business, much ahead of aver- age for this time of year. All Huff- man houses are packed Tuesday nights with the auto ' giveaway Fight films helping the Orpheum tp^ In other cases the exhibitor goes a fine week, the Broadway also do- ing good biz. •Nell Gwynn' was withdrawn from the Aladdin after four disappoint- ing days. Orpheum pulled a double-header on exploitation of 'Mark of the 'Vampire,' stenciling sidewalks at 4 a.nr., against city regulations. Or- dered to remove them, boys were sent out with 'Vampire' signs on their buckets, drawing crowds at every spot for the washup. They took all, day cleaning it up. Estimates for This Week AiacJdin (Huffman) (1,500; 25-35- 50-60—'Nell Gwynn' (UA), Four days to sad $600. Last week, 'Dar- ing Young Man' (Fox) and '$10 Raise' (Fox), split, did only $1,200, "Young Man' pulled after three bad days. Broadway (Huffman) (1,500; 25- 40)^'Doubting' (Fox). Following a week at the Denver, $2,000 okay. Last week 'Brewster's ' Millions' (UA) and 'Love You Always' (Col.) and 'Sweetheart' (Col.), double bill, split, did $700, less than half of average.' Denham (Cooper) (1,500; 25-35- 50)—"Virginian' (Par). Revival only fair at $4,000. Last week 'Glass Key' (Par) backed by a big 'I'lati- num Blonde Revue,' and 40-girl lay- out, did $7,000, and had repeated standouts. Denver (Huffman) (2,500; 25-35- 50)—'No More Ladies' (MG) and stage .show. $8,000, good. Last week, 'Doubting' (Fox) did $9,000. with repeated .standouts, and went to the Broadway on an extended run. Orpheum (RKO) (2,000; 25-33-40) —'.Mark of Vampire' (MG), Baer- Rraddock fight and stage show. House had biggest Monday since 'Roberta' and a cinch for $8,000, satisfactory. Last week 'Nitwits' (KKO) did only $2,000 in spile of strong exploitation. Paramount (Huffman) (2,000; 25- 40)—'Flame' (MG). Not very ex- citing $3,000, poor. La.st week 'Thnes Snuare Lady' (MO) never got started and flni.-.hod with 50% of normal, only $2,000. By Bobert H. Brown Birmingham, June 18. ■ Small town merchants In Alabama and Mississippi have found a way to drag the folks into towrt on the so-called 'Trade Days' by buying out the local theatre and giving free shows. It .seemq- one of the best gags to get the smaller towns full of people. It's a revival of the 'farmer's' matinee of 20 years ago. With fast automobiles over good paved roads small town merchants up till now had suffered plenty. Ruralltes refused to trade exclu- sively in the hick towns, with the big cities just a couple of hours' drive from home. As one merchant in Clanton, Ala,, said: We were losing business every day to the big stores in Birmingham. It's only B4 miles over a paved highway and by getting up early people could get Into Birmingham get their shopping done, and back in Clanton by noon. They didn't get goods any cheaper, but they thought they did. In some cases they'd save a penny or two because the big stores buy In quan- tities but when the rent I pay Is compared with' the rent the stores In Birmingham pay I figure I can sell just about as cheap as they can.' So the small town merchants got the free show idea and the idea is spreading. Originally starting this year In Blue Mountain, Miss., it jumped over Into Alabama within two montlv In most cases these special days mean money to the small town ex hlbitor because be sella his house for that day for a flat sum. He figures hlr electricity, salaries, heat and film :.nd quotes the merchants a price to the merchants and sells them a batch of tickets at a special price. The merchant then gives the tick- ets to customers making purchases at the store. This stunt was pulled at Bay Minette^^^ Ala., a couple of weeks ago. Portable Exhibs Men who have portable machines are going into small towns where there are no theatres or where they are not operating and putting the stunt before the dealers. The port- able man rents a school auditorium or a large store building, or maybe a dark theatre, promotes the ticket sale to the merchantSt and leaves the next day with a nice little' pile. His film rental in most cases is not more than a few dollars and In other instances, these vagabond ex- hibitors own their prints which leaves them all the more gravy. The merchants are easy to sell on the idea these days. The big cities are calling residents of the small towns to them to trade and they see the handwriting on the wall. In Birmingham merchants have been angling for the rural business throughout the state for more than a year. Full page ads have been run in the local papers appealing to out of town people. The ads play up the good roads, the theatres and big stores to be enjoyed by coming to the city. Radio stations have been enlisted also. As soft soap to Birmingham merchants, stations when they have no announcements to be u.sed in be- tween programs come forth with an announcement something like this; 'Buy at home when you can, but when you can't come to Birming- ham.' The Chamber of Commerce has had a series of prngrani.s saluting the sm.TlI towns, which is Just an- other way of asking the ruraiitcs to come to the 'Ham. lADIES/ $22,000, Sims UP K. C. BIZ Kansas City, June 18. (Best Exploitation: ainstreet) 'Informer* at the Malnstreet, drew the rave reviews from the critics; but 'No More Ladles,' at the Mid- land, is getting the money. . At the Newman, a .revival of 'The Virginian' is gettins a fair play In the house where, six years ago, it set a record. The Malnstreet added the Baer- Braddock fight pictures to its 'In- former* and held the opening until Saturday to have the scrap from the start. Strong campaign put on for both features, with thousands of special heralds, for both, news-, stand cards, sweet hook-up with a chain drug store for windows, radio announcements and amateur contest, and a strong personal letter to the public, from Manager Lehman. Estimates for Chis Week Mainttreet (RKO) (8,200; lS-25- 40)—'Informer' (RKO) and the Baer-Braddock flght. pictures. Nice showing, with business heavy at night. Close to $7,000, pretty good. Last week 'Caliente'- (WB) $i;,B00i not so good. Midland (Loew) (4,000; 15-25-4<)) —'No More Ladles' (MG). Picture had been given a thirty day bill board campaign, in addition to a lot of extra space In the papers. Going strong with great. $22,000. Last week 'Hero' (MG), sagged some last two days, which held gross down to $11,800, still good. Newman (Par) (1,800; 25-40)— 'Virginian' (Par). Revival Is a tryr out, but' result just fair, for $6,500. Last week 'Black Fury' (FN) can credit all it got to Payl Muni, and Tuesday ' evfenlng Screeno, as the picture ■ did' hot please,' too sordid. Only $3,500, light. - Tower (Rewot) (2,200; 25)—'Mary Dow' (U), and stage show. Strong play over week end and ,a nice $7,000. Last week 'Eight Bells' (Col) and. stage show, $7,500, pretty good. Uptown (Fox) (2,040; 2B-40)— •Daring Young Man* (Fox) and amateur show as an added attrac- tion, $2,500, light. .liast week 'Pampas* (Fox) $4,400, good, SILONLYSOSO; TUFF OPPOSISH St. Louis, June 18. (Best Exploitation: Shubort) Rainiest spring In memory, open- ing of Municipal Opera, al fresco entertainment in Forest Park at popular prices. Forest Park High- lands, amusement park and setting in of real summer weather have combined to make business only so- so for picture house operators. Good entertainment offered In recent weeks failed to get 'em away from their homes. Fox, biggest house In city, man- ages to get Its sh.are, but large gro.sses are off. Loew's State and Orpheum (both downtown) haven't had many weeks this spring to store away big profits. Shubcrt, another Grand boulevard house, holding its own. Estimates for This Week Shubert (1,725; 25-35-5.';)-'Alibi Ike' (WB) and 'The Virginian' (Par). Radio hook-up, announce- ments at ball park and lots of .space in local rags helping house to groos a good $8,000. Last week 'Glass Key' (Par) and 'Nit Wits' (Radio) gar- nered a disappointing $0,300 after big start. ;■ Orpheum (1,950; 25-35-55)—'Girl From lOth Ave' (FN) and 'Scoun- drel' (Par). Should do good busi- ness with $6,700 tops. Last week 'Lamps of China' (WB) -ran into lots of competition on Grand bivd and just reached $7,000,, not so hot for pic which lias had so much free ad- vertising, etc. New Grand Central (1,860; 15-25) —'Scai-face' (UA) and 'Monte Crls- to' (UA). Renewals should hurdle $3,000, big. Last week 'Imitation of Life (U) and 'Broadway Through Keyhole' (UA) better than .average for this house, ringing the bell at $2,200. Missouri (3,514; 25-40)—'Black ,Sheep' (Fox) and 'firewater's Mil- lions' (U). well liked; $6,000 should be the count at the end of the run. Lnst week 'Mary Dow' (U) and 'Air Hawk.s' (Col) got $5,500. Fox (5,038; 25-35-55)—'Doubting Thomas' (Fo.k) and 'Jifn Burke' fCol). Points to a strong $15,000 Last week 'Kscape Me Never' (UA) and 'Chinatown Squad' (U) lived up Pitt likes Joan, Rergher, but Kath Hepburn Biz NSG Pittsburgh, June 18, (Best. Exploitation: Penn) There's apparently no middle- ground for business here this sum« mer. When It's good, It's very, very good, but when it's bad, It's awful. This week, things look considerably brighter except in one or two cases and Penn particularly should have no kicks coming with 'No More Ladies.' Despite Indifferent notices, flicker is crocking 'em on strength' of marquee names and should kick in with sizzling $19,000, the best, straight picture takings here since 'Copperfleld'. Sticks seven day^ sending house back to Friday (21) openings after more than month of Thursday Inaugurals. At Fulton, Baer-Braddock flght picture is getting credit for a. size- able pickup with 'Werewolf In the prospective take of $4,000. Berg- ner's 'Escape Me Never* is another of the town's standouts and prom- ises to , Carry Warner around the $5,000 rriark, which is swell warm- weather trade for this site.. JElsewhere, however, it's the dolr. drums. Alvln swallowed . a' bitter pill with 'Devil Is a Woman,' yank- ing the Dietrich fllm after two rnls- erable days and shooting in. 'Cop- perfleld' yesterday (17) for a down- town repeat after picture had al- ready played all of the subsequent spots in town. Doubtful IX 'Devil' got even $800 over the weekend, worst showing since house opened last Septerhber. Also on the out- side looking in Is 'Break of Hearts' at Stanley, with little likelihood of Hepburn's latest topping $5,000, pretty' bad. For 'No More Ladles,' Penn had- a flock of de'-artmeht store tie-ups, getting- 'June Bride' heralds dis- tributed all over town; also hooked In with National Life Ins. Co., with 100 salesmen plugging flicker in homes of prospective buyers, and had a plane circling the city for a week making several' dally broad- casts from midair. Estimates for This Week Alvin (Harris) (2,000; 26-35-40)— 'Copperfleld' (MG). Brought In for four-day repeat engagement down- town following flop of 'Devil Is a Woman' (Par). Dietrich flicker lasted only two days, getting around $800, with house deciding at last minute Sunday, just in time to make Monday papers, to chance 'Copperfleld.' Last week 'One Hour Late' (Par) .and all-star radio show with Mary Small and Phil Cook okay at around $11,000. Fulton (Shea-Hyde) (1,750; 25- 35-40)—'Werewolf (U) and Baer- Braddock picture. Fight reels get^ ting all the credit for putting house back into running after several weeks of miserable grosses. Should bloom Into nice $4,000, or there- abouts, which is nice warm-'weather going for this rcfrlgcration-Iesa house. ''iH&t week 'Vagabond Lady' (MG) Just another entry at $2,500. Penn (Loew's-UA) (3,300; 25-35- 40)—'No More Ladles* (MG). Craw- ford flicker going over with a ban^ and a seven-day take of $19,000 will be the best this house has had to show since 'Copperfleld' played here several months ago. Last week 'Public Hero' (MG) never got start- ed, winding up with very ordinary $8,000. Stanley (WB) (3,000; 26-35-40)— 'Break of Hearts' (Radio). Cricks tore into the latest Hepburn with a vengeance and flicker will be lucky to relieve town of even a weak-kneed $5,000. That represents plenty of the crimson hue. Last week 'Lamps of Clhlnii' (WE) and Benny Davis' revue' good for flue $17,000. Warner (WB) (2,000; 25-35-40)— 'Escape Me' (UA). Flock of bally- hoo for Bcrgncr, strengthened by endless reams of publicity she got during recei.t Broadway engage- ment, producing results and Eng- lish-made fllm should roll up a neat $5,000, excjllent. Last week 'Stolen. Harmony' (P.ir) In the dumps at just a little bettor than half that. to expectation at $10,500. but not enough to warrant holding over. Loew's State (3,103; 25-3G-55)— 'No More Ladles' (MG). Liberal use of newspaper space, together 'with swell opening' shoiiUI cn.'ihle houso to count $10,500 willKiiit .a great deal of trouljlc. Liist week 'Flame Within' (?.T(;) .'ind '.Murder in Fleet' (MG) got $y,000, a trifle off.