Variety (Jul 1937)

Page scan 000232 from Variety

Record Details:

Title:
Variety
Date:
Jul 1937
Publisher:
New York, NY: Variety Publishing Company
Volume:
Variety (July 1937)
Leaf #:
000232
Language:
English
Subjects:
Motion Pictures, Film Industry Trade Magazine",Vaudeville,Theatr
Collection:
Hollywood Studio System, Early Cinema, and Theatre and Vaudeville
Format:
Books
Contributor:
Media History Digital Library, Media History Digital Library
Coordinator:
Media History Digital Library
Description:
Founded in 1905 by Sime Silverman, Variety is the best known and most important trade paper in the history of American entertainment. Variety began as a New York weekly publication covering vaudeville, however, its scope expanded over time to include legitimate theatre, burlesque, motion pictures, radio, and television (transitions that the MHDL will eventually document within this record). In 1933, Daily Variety was launched in Los Angeles to offer in-depth coverage of the motion picture industry and serve as a competitor to The Hollywood Reporter, which was founded 'on the Coast' in 1930. In March 2013, Variety's owner ended the print edition of Daily Variety, though as of this writing, the weekly publication and a website offering non-stop news updates still exist. Variety may ultimately be best remembered for its integration of show business slang into entertainment trade coverage. Boffo. Hokum. Quickies. Svelte. Climaxer. Tenpercenter. Coastlander. Skein. We're still feeling zowied. -- Eric Hoyt, 2013
Date Added:
August 29, 2022
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Wednesday, July 28, 1937 VARIETY II BEST SHOW IN TOWN NEW YORK TIMES 11 I i x->:->:-:- -v;•.v.■^ Spectacular opening ushered in roadshow engagement of Paramount'a "High, AVide and Handsome" at Astor Theatre, New York, night of July 21. Jerome Kern and Oscar Hammerstein's musical romance- drama interested, excited and thrilled first- night audience. Precedent in connection with picture, which in its treatment set many new precedents was that limited number of free tickets were issued. Rest of audience had to put it on the line, and how they did! Critical comment also set precedent for praise. Read the highlights from the reviews on succeeding pages. ^^^^^^^^ nirri>iinciitri«TrrattTganirinff;TiimM Significant Billboard Campaigl was important element in advancMj; advertising for opening period. Painted boards lik« this m atrategia locations complemented full showing on regular stands. Hi|ll,Widl and NlRdSSmi, too. was the spe- cially designed front and lobby, which intro- duced novel mural effects and modern lighting into modern showmanship that characterized I'aramourit campaign for important picture. "HIGH, WIDE AND HANDSOME" treatment accorded picture by first-iine metropolitan film critics: FRANK S: NUGENT, New York Times — ""Moves easily into the ranks of the season's ' best. Against it 'Showboat* was an effeminate piece. The Astor lias the best show in town.'" WANDA HALE, Pally News—"An active, exciting, colorful and thrilling picture." BLAND JOHANESON, Daily Mirror— "Produced on a giant scale, splendidly direc- ted, plaj'ffd by a great cast, distinguished by a stimulating musical score. A unique and slun< ning film which will entertain any audience." HOWARD BARNES, Herald-Tribune — "Prodigal and colorful reconstruction of an exciting period. Best described by the adjec- tives of its title." WILLIAM BOEHNEL, World-Telegram— "Magnificent entertainment. A film of un- common quality, a superb piece of picture- telling which nobody who finds pleasure iti the cinema can aflord to miss," EILEEN CREELMAN, Sun—"Is a Cinmrrou' of the oil industry." ROSE PELSWICK, Evening Journal — "Kever forgets lo be a slick adventure yarn, even though it's been filmed on a large and lavish scale. You'll enjoy the picture ini- niensely/* • • « Coast Preview Brought Forth l^lore "HIGH, WIDE AND HANDSOME" comment: ERSKINE JOHNSON, Universol Service—i ^'Entertainment spelled with a Capital E." LEO TOWNSEND, Modern Screen— "A great production." HAL TODD, Boxoffice Digest — "Marvelous! Wait, that doesn't do it justice .. seinsational!" CLARK WALES, Screen and Radio Weekly —"Two great pictures rolled into one." WHITNEY BOLTON, Literary Digest— Has magnificent sweep." EDWIN SCHALLERT, Drama Editor, Los AngelesTimes—"Truly epochal production" MAXINE SMITH, Chicago American — "Marvelous entertainment." VARIETY—"Interesting and by all portents very lucrative experiment in popular screen entertainment. Fullest-value in mass appeal." HOLLYWpOD REPORTER-A new word will htive to be coined even to describe this ope- retta treatment of a dramatic episode from American history." High, Willi aPd HandSSmi was the newspaper campaign on behalf of Paramount's smashing oil industry. Refreshingly new treatments in layouts and art characterized refreshitigly new blending of entertainment elements in the picture. spectacle of tli« treatments and by Jerome Kern and Oscar Hammerstein II; Creators of ImmortarMusic Irene Dunne in HIGH, WIDE AND HANDSOME with Randolph Scott DOROTHY LAMOUR • AKIM TAMIROFF • RAYMOND WALBURN • Ben Blue • Charles Bickford • Elizabeth Patterson • William Frawley ' A Rouben Mamoulian Production A Paramount Picfurf Dircctorl by Roulici Mamoulicin Music by Jerome Kern Original Sfory, Screen Play and Lyrics by Oscar Hammerstein II