Variety (Jun 1938)

RADIO SCREEN STAGE PRICE 15^ RADIO BIZ TO TALK BACK Dramatic Critics' Box Score Season of 1937-38 (Sept. 2; 1937—ifay 31, 1938^ Kaf t« kbbrcTlalloiu: SB (shows reviewed), R O (n* opinion expressed), Pet. (percenUre). SB BROWN (Post) 62 ANDERSON (Journal-American) 73 ATKINSON (Times) 72 WATTS (Herald Tribune) 74 COLEMAN (Mirror) 72 WHIPPLE (World-Telegram) 71 MANTLE (News) 67 LOCKRIDGE (Sun) 73 VARIETT (Combined) 77 (This score based on 77 new shows) PK BIZ PRMES BACKTO-B.O. BALLYHOO Picture business is currently mull- ing, a national exploitation campaign, direct to the ultimate consumer, for united results. It's a back-to-the- box ofAce ballyhoo, with the idea of making America more film-minded. It's to be staged in September, with the start of the new sesaon, The month's drive, on behalf ot the general film industry rather than specializing in any one Arm's prod- uct, it is hoped will benefit all them, and for the future. It's a re-education program to woo fan interest back to the cinemas, with speciar emphasis, .on quality pictures. Among the objectives of the proposed campaign will be to vividly yet dis- cieetly remove the onus of the B's, and re-emphasize bigness of the new quality film entertainment. Picture industry envisions enlisting the stars directly all through the year, starting with the September tec-off, in a plan to have them ad- dress the film fan direct, via their radio programs, since so many film personalities have interlocking cellu- loid and kilocycle interests. sun another thought to crystallize the move would be something along the lines of a m.nmmoth train expe- dition from Hollywood across the country, with numerous stopoffs as Pai t of the steanr-up in behalf of b.o. HACKMEN-ACTORS, NEW BORSCHT PHENOMENON One of freaks of show business during the recesh is the act that in- suixM more income via po.sscsi.son of a cjr. Small-time ,T!;cnts who handle tlie boischt belt, light payoff one- «i« H stands, club dates and kindred backwoods theatricals no longer judge an act on ability alone. An acl owning a car is sure to got work It il can s?ivc the agent the transpor- 'itiPii nut on a show. It li.is created a new iz of hnckie- Air-Cooled Strawhat, Plus Nitery, Cottages, Last Word in Swank Air-cooled strawhat is the latest twist in the summer theatre field. An elaborate theatre costing $40- $50,000 is planned for Falmouth, Mass., intention being to open July 1. Additional plans include a nitery costing $13,000 and cottages costing $20,000 adjoining. Entire project, which will take the form of a recre- ation and art center, may cost $80- $90,000. While most strawhats are re- vamped stables, barns and churches, the Falmouth Playhouse will be one of the' few especially built and de- signed. It will be located on the water's edge with parking space for (Continued on page 10) [ GOf'T THEORIES Hundreds of Broadcasters Due to Gather in Wash- ington for Social - Eco- nomic Hearings—May Run Into July with Three or Four Sessions Each Week STARTS JUNE 6 Washington, May 31. Industry-wide assault on the novel social and economic clauses of the proposed Federal Communications Commission rules was assured this week as number of broadcasters pre- paring to participate in next week's hearings mounted into the hundreds. Previously indicated factional line- ups on such questions as power lim- itations and frequency classifications will divide the broadcasters' xanks, but virtually every party will blast the FCC's thought ot tightening con- trol over non-technical phases of sta- tion operation. Fight on behalf of 43C members will be waged by Na- tional Association of Broadcasters against the prospective domination over station policies, with the net- works and the factions lending sup- port. In notifying Commish of desire to be heard. NAB announced its intent (Continued on page 31) Brown (Post) Tops N. Y. Drama Critics Box Score; Anderson, Atkinson, 2-3 Dr. de Kniif's Film Dr. Paul de Kruif is planning to do a film on 'Syphilis,' and has been to Washington consulting with Thomas Parran, chief U, S. surgeon, and the President to see if it could be dis- tributed as a Government film. Courtney Burr, former legit pro- ducer, is reported interested in the venture. Gents May Prefer 'Em, But Wi2l Theatres? All-Blonde Act, Bally Marchand, shampoo manufacturer, is going into show biz with an all- blonde unit of girls. Wants to re- popularize gentlemen's preferences in the U. S. and will use 30 fcmmes in a 'suggested' commercial troupe headed by Jean Colwell. Star's pub- licity drive started about six weeks ago with newspaper ads for 'a Blonde Brigade for war service' turning the idea into a theatrical- commercial stunt this week when the blonde bevy went into rehearsal. Two radio shots are also set as part of the ad bally. Will be a n>u.sical revue by Dolph Singer and Harry Von Tilzer. No mention of the commercial will be (Continued on page 25) Legit In 1937-38^ Both Broadway And the Road, Grossed $20,000,000 By IIOBE MORRISON Legit seasoii\ ,o£ .1937-38 grossed over $20,000,000, figuring both Broadway and the road. Amount is al'out $1,502,000 uiidcr last season. Actual gro.ss for the 52 weeks ending last Saturday night (28) was $20,- 120,900. Corresponding figure for the preceding season was $21,488,- 800. Figures are based on VAitjCTy's weekly box otfice estimates. Broadway gross for the 1937-38 season was $11,501,300, compared with $13,886,300 for the preceding semester, a dificioncc of more than $2,000,000. While both the number ot shows and Ihe totals gross on Broadway was dropping, however, the road showed a sizable incica.'-e. Touring shows played 694 weeks during the 1937-38 stanza for a total gross of S8.!>2.).G00. Figures for the 1930-37 .season were 612 playing weeks tor a total gross of $7,602,500. Top nioncy-makcr this season is ;he tr)ui'in!!_ 'Victoria Ucgina,' which pulled $1,171,200 in 34 weeks. Show ' has f'jur more weeks to run, includ- ing this week in San Franci.sco and the next three weeks in Los Angeles. Gilbert Miller office expects it lo add another $125,000 in that time. Runner-up tor the country and leading coii\-!'cltir for Broadway is 'I'd Rather Bo Ri'^ht.' which grossed $847,700 in 31 weeks at the Alvin and Music Box. Holdover from last sea- son, 'The Women.' added $705,300 lo its $457,000 o[ last season. 'Victoria,' which drew $759,200 on Broadway during the 1930-37 .season, is figured lo have chalked up an all- time hi^h for road grosses this sea- son.. Katharine Cornell several sea- sons ago loured in 'The Barretts o( Wimpole Street.' grossing $585,255 in 2iV> weeks. However, she played only 170 pei'f')i niances. because, oric- nighter.s cut down her playing sched- ule. All amoun;.> cited include lax Other bi^ money-getters this .sea- son included 'You (,'an'l Take II Wiih You,' $liO«.;;0:) (.S:iG.).OUO Uisl .sca.ioiu: 'Room Service,' $6:;y.0l)0 i$25.00iJ last seasonj; 'Su.>an aii.-J God,' S(i:i2,500; . 'Hooray f)i- hat,' S.'")71.500: 'Babes . in Anns." $1-^,200 ($I2S.500 .sea- son i; 'St:ii- Wanon, S42.'!.DO0; 'Goldcii Boy,' .<!:!l)4.()0(): '.^rnphilryoii, SOCO.OOO: 'Ye.s, My Dulling Daughter.' $228,20^ , ($253..'i00 last sea.son); 'Tobacco Road,' $281,400 ($404,200 last sea- son); 'Mice and Men,' $279,000! Additional shows which drew heavy coin were 'Brother Rat.' $275,- (Continued on page 5f; John Mason Brown, of the N. .Y. Post, is the winner of the. Vaiiiptv t>ox score on dramatic critics for the Broadway season of 1937-38. It is his fifth win in the last nine years. Previous victories were in 1929-30, 1930-31, 1933-34 and 1934-35. Robert Coleman, ot the N. Y. M'irror, was first last seasoin, with Gilbert Gabriel, of the N. y. American, second, and Brown third. Runner-up to Brown in the season rating is John Anderson ot the N. Y, Journal-American, with an average uf .918, and Brooks Atkinson, the N. Y. Times is third witb-a mark of .903. Richard Watts, Jr., ot the N. Y. Herald-Tribunis, fourth at .878, while Coleman, last year's topper, rales fifth with .833. Sidney Whipple, the N. Y. World-Telegram, first time (Continued on page 50) SEES HIOOD ON THE DOWNBEAT FOR RADIO San Franci.sco, May 31. Predicting the continued promi- nence of San Francisco as a west coast radio production center, and the decline of Hollywood unless it .shelves its super-colossal shows with big names and too much over-ar- ranged music in favor ot shows with substantial ideas built about single personalities, Tiny Rulfner of Rulh- rauf & Ryan, addressed the San Francisco Advertising Club last week at a special luncheon meeting at the Palace hotel. In his opinion radio has pa.ssed through three stages— first, the age when music alone suf- (Continued on page 36) Listen to Houft of UmH% All Girl Orchestra Broadcasting £or General Electric Sundays 10 PM EDST WEAF—NBC—Coast'to-Coast ■