Variety (Aug 1938)

VARIETY PIGTURCS Wcdaeaday. August 8, 1939 DISTRIBS TO HIGH^PRESSURE EXHIBS ON SHOWMANSHIP TO UP GROSSES Want More Energetic Selling of Fix by Theatres- Feel They're Not Getting All PoMible Coin from Percentagfif Dates On the ground that exhibitors do not get the maximum out of pictures, with the percentage share of the dis- tributors away under what it might be, the major companies this coming season (38-39) will pressure accounts more, than ever to sell every picture as forcefully as possible. To this end it is likely that the distributors will increase th^ amount of advertising in which they share with theatres and, with a view to pushing product through for the, greatest gain, are planning more extensive use of field exploitation men. These measures will b§ supported by strong trade paper campaigns to stimulate enthusiasm in advance of releases. ■ In the past, the distributors coiti- plaih, the exhibitors have been satis- fled to sit baclt and let pictures sell themselves, 'exerting little, and in some cases virtually no effort to get a little more out of each picture played. One'of the reasons the dis- tribs grew captious during the past season over the allotment of large sums to accounts for local campaigns, plus, large national campaigns de- signed to help product evierywhere, was the feeling that in many cases exhibs cheated wherever they could, and failed to get up their usual share of advertising when getting aid from the distrib. . However, while the,feeling still persists that many extiibitoirs can't be trusted when.. money for cam- paigns is allotted by the majors, it is still regarded as wise to continue budgeting sizable amounts for adver- tising, both natibnal 'and local. The records' appear to show that, where large advertising campaigns have been indulged by distribs in behalf of exhibition, the results have justi- fied the cost, regardless of cheating here and there that is difficult to eliminate. Grosses Under Possibilities Too many pictures, it is figured, go into iniportant playdates as well as into lesser rengagements, and do not come .out with the amount of coiii they can earn. The difference in the gross results in playdates of compar- ative importance, .in widely spread areas as well as in local territories where tastes are not so divergent, would suggest that some theatres wring the maximum in possibilities .from a picture while others don't After a picture has gone out of date, it is too late to try it oyer again. With this' thought in mind, plus that distributors - regard it as more im- portant than ever before to stir up their accounts to a sense of. go-get- tiveness that will maice more for the theatre as well as for the wholesaler, the arrival of the.1938-39 season will marlc the beginning of a program to high-pressure exhibs into action. Not only is it held imperative in distrib- utor circles that the accounts try to increase the intake for the big pic- tures, but. that the lesser product,^ from the 'B' pictures down, be also given as much showmanship and merchandising attention as possible. In som^ quarters the distributors ere hot in their ciritlcism of exhib- itors who tail or refuse to sell pic- tures properly or energetically, dis- trib earnings under percentage being lost in such cases. Many exhibitors advertise lightly or not at all, while there are legions that don't go out of their way to exploit product, create ticups or otherwise campaign for b.o. gain, sim[ily figuring their regu- lar customers will come, that bank nite or something of that kind will maintain the business pace, or, pos- libly, that mailing lists or last week's Irailer is sufflcient. Entirely too nany theatre operators go no further than a few window cards or a couple sne-sheets. If the distributing companies can iteam the country's exhibs into really going to wo'rk on all . pictures they play, spending a little money along with lending some energy, it is felt that unestimated gains would ehsue to both exhib and distrib. The pos- Eibilities are there for greater re- turns, and, now that costs are. up while conditions are down, the dis- tribs want, to see what these possi- bilities nia)^ amount to. U Skeds 15 Pics Hollywood, Aug. 2. Nine A pictuires, six B's and two serialiS' are set for summer and fall production at Universal. Two of the A's, 'Youth Takes a Fling' and .^That Certain^ Age,' are currently, before the cameras. Other top bracket films on the sked are "The Storm,' "The Sun Never Sets,' "Three Smart Girls Grow Up,' 'Destry Ridis Again,' 'Rio,' 'I Stole a Million' and a John- M. Stahl pic- ture. HAYS MULLS FOREIGN GAG Hollywood, Aug. 2. How to curb haphazard spreading of American picture publicity in for- eign countries Is a serious problem being mulled by the' Will Hays of- fice. Joe-Breen, now en route home, frbni Europe,. is expected to turn in recommendations to iron out the dif- ficulty. American stars oh European visits frequently pop, off, or are misquote^ in disparaging remarks about, Hol- lywood pictures as compared to for- eign product, ' This may have-a ten- dency to lower the quota of Amier- ican films. Hays office execs. will go into a huddle as soon as Breen checks in. U. S. Closiiig Coast Exchange Scratiny, Prowl WB Books Los Angeles, Aug. 2. Departmeint of Justice operatives, prbbinj; boolciiig reicords and cor- respondence in major exchanges here for past eight. months, as part of government investigation into wide- spread indie charges of violation of Sherman anti-trust laws, iand the government's 1930 and 1932 Consent decrees by Fox-iWest Coast and dis- tribs, move into Warner's exchange this week'on last lap of their quiz. Delving into 'WB . records has been delayed, pending arrival here of I. Howard Levinsoh, company's eastern attorney, who trained in yesterday .(Mon.). from New York. L^vinson will sit in on the federal probe, in- so-far as searching of record^ is concerned. Government's investigation here is being conducted under supervision of Albert Law and Harold Collins, spe- cial assistants to the U. S: attorney- general, with the staff of Federal Biireau of Investigation agents in charge of the vetieran James Findlay. WB probe is expected to. require several weeks, after which FBI group; will spend some time checking up odds and ends before report is sent east to Thurman Arnold, assistant attorney-general. ALICE FATE BEDDED Hollywood, Aug. 2. Alice Faye collapsed on the 2bth- Fox lot Friday (29 ) and was ordered to bed for several days. Studio phy- sician diagnosed case as ptomaine poisoning, aggravated by a cold.. Work on 'By the Dawn's Early Light' was delayed while director .Gregory Ratoff rounded up cast , to shoot around Miss,Faye. Keeping Moppet Easy Los Angeles, Aug. 2. Approval of three outside deals for Anne Gillis, moppet were asked in Superior court by Sclznick-Inter- national. One is a loanout to Co- lonial Pictures for the title role in Little Orphan Annie,' while the other two are commercial ticups to advertise cfiild dresses. . Miss Gillis, whose real name is Mabel O'Connor, played the femme moppet lead in "The Adventures of Tom Sawyer.' KeigUey Stager Out Hollywood, Aug, 2. Tviro new, assignments at Warners balked William Keighley's plan to direct the legit show, 'Spllloqiiy,' Keighley had asked three months' leave to stage the Victor 'Victor play, to be produced on the Coast by Homer Currah and John Cameron, but Hall Waliis nixed it. Gleffer Hari7 MiSer I^iadies Sok Vs. On Hovels' Character Harry Miller; song\ Titer, has re- tained attorney Harild M. Goldblatt in a case involving the recent RKO filin, 'Radio City Revels.' Miller's plaint against RKO that in 'Revels' there was a. character (played by Jaclc Oakie) caUeJ Hariy Miller and described as a 'broken-down song- writer.'. According to the pic, the songwriter in question had loist his knack of penning tunes, but would swipe them frorn a friend who sang in his sleep. : Miller claims tha^ the film has brought him ridicule and damaged )iis reputation. : Charges that many people who saw the pic associated him with the Harry Miller of 'Revels.' MARK IIELLINGER MADE PRODUCER AT WARNERS Hollywood, Aug. 2. Mark Hellinger, Broadway columh' ist who came to Hollywood seven months ago as a screenwriter, has been handed a five-year'contract as producer at Warners. .Impressed by Hellinger's knack as a'showman, Warner tore up the one- year writer .pact and told him to make his own pictures. New pro- ducer will prepiare his own material. Hellingei''s contract was handled by the William Morris agency. . First producer assignment for Hel- lingei: will be 'HeU's Kitchen,' fea- turing the 'Dead End' toughles.' His last writer chore was on 'Curtain Call' for kay Francis. WB Makes Prodoct Pact In 4 European Natioiis Warner Bros, followed up 10-year pact with Hoyt^ circuit in Australia with a new deil with J.G. William- son and Fuller-Hay ward circuits of New Zealand, whereby Warner prod- uct will go into houses .of these chains for one year. Deal with Hoyts takes Warner Bros, full line of product into 110 theatres. Sam E. Morris, vice-president in charge of foreign distribution, announced new deal, Warners also announced 27 se- lected pictures will be released in Italy next y«ari contracts having been sighed recently for its pictures to go into Leonl and Enio circuits. Company also revealed pact for play- ing picture in Forum and Corsp, first-run houses in Budapest.' In Hpl; land, Warners has made a deal with Tuschinskl for entire output to go into de luxe theatres of Amsterdam' and Rotterdam. Warner Bros, complete 1938-39, line-up goes into, the RKO houses in, Rochester, Syracuse, Cleveland, De- troit, . Goliimbus. Cincinnati, New Brunswick and Trenton. . Pact was • signatured by Roy Haines, eastern-Canadian sales man- ager for WB. ■ Simon Now with MG Hollywood, Aiig. 2. Metro signed S. Sylvan Simon to a director's contract He swings over from Universal, where he .nade 'Road, to Reno.' Sings While He Rides Hollywood, Aug. 2, First of the Gene Austin films to be made by Max Alexander under the label, of Roadshow Pictures will be 'Songs and Saddles,' to be di- rected by Harry Fraser, Austin and his unit will roadshow the picture together with a stage 'show.' 20thV Fmt-Half Report Shows ^19,658 Net Net operating profit of 20th-Fox for the first half of the current year (26 weeks ending June 25) was $3,' 419,658, after all charges, as against $3,795,483 in the first 26rweeks of .1937. Total income for first six nionths wais $28,460,713. Mounting federal tax bill; was revealed in $518,748 set aside for income taxes. The 20th-Fox statement actually showed higher profits in the second quarter this year than in 1937 by about ^0,006. : Net for .... second quarter this year was $1,778,121, compared, with $1,687,885 in the same period last year. No dividends were received from National Theatres. Corp. during the first half of either year. All wholly- owhed .subslds except Roxy Theatre, Inc.; were included in statement : Company. figured the .first half earnings to be equal to $1.55 per common sharie on 1,741,932 shares outstanding at June 25, after allow- ing for preferred diwy require- ments. Mpls. Indie WiU Get MG Product Despite Duals Minneapolis, Aug. 2. Metro's threat to discontinue serv- icing the Princess theatre, indie neighborhood house that lias gone to double features in the face of North- west Allied displeasure, will not be carried out after all. W. L. Hamil- ton, owner of the showhouse, has been advised that he'll cohtiiiiie to get. films from the exchange under his contract, which doesn't prohibit twin billing, , However, Metro . will change the availability of its product for Ham- ilton, and it has notified him -that he can't pUiy its pictures until after.two other independent neighborhood the- atres with single feature policies in the same district Hitherto he -has had the releases day , and date witli the houses in question. , With the change in availability, Hamilton thinks he's entitled to a reduction in film prices, and a fight on that score now looms. It looked as though there might be a lawsuit wheii. Hamilton was called in by Metro and told that after July 24 it,would.discontinue servicing him because Northwest Allied disap- proved of his double, featuring when other Twin City independents were confining themselves to singles. , No other neighborhood exhibitor —circuit or- individual—has followed the Hamilton lead on double features yet and , other independents continue to insist they'll steer clear of the twins if the policy is confined to the Aster downtown and the neighbor- hood Princess here. 'Alex' Sokies in L A. Hollywood, Aug. 2, Fox West Coast is relaxing its dualer policy for 'Alexander's Rag- time Baiid.' Loew's State and Grauman's Chi- nese theatre both solo the film Sept 10, their first single bills in 16 months. PHIILYFILH SELLING IS SLUGGISH Philadelphia, Aug, 2 Pic sales in PhlUy territory »tu[ very sluggish, with exhibs all wait, ing to see what happens. Stall i| due principally to biz, exhibs being loath to sign contracts for anything whether it be pix or program print, ing. There is also some feeling that all the Government investigation talk may have a good effect on prices. Exchange men are unworried by the slowness of exhibs to ink the line. They know that the most Im. portant item in any hoiise is film and. if operators don't sign now they'll come in with a rush later! Pressure really hasn't been put on yet either, since deals .for the 'War. ner houses have not been set These take precedence over all others with' the distribs and many indie situa-. tions' can't be sold tmtil WB has culled the lists. /Of all the companies here. Fox do- ing most • selling. That's ; because exhibs are pretty well satisfied with what it offered last season and be- cause similar prices are being asked. Universal, asking considerable;inore, is going slowest Several other ex- changes are also asking more than last year, but under haggling revert to the old . figure. Can't Doctor Tostman' To Satisfy Joe Breen; Metro SeEs to France Metro has sold a $60,000 cinematic property, 'The Postman Always Rings Twice,' the James R. Cain play and= novel. Jack Forrester of Forrester- Parant Films; Paris, will make In French. Forrester. .paid $9,000 for the rights to the which are held to be top strong for the Joe Breen blessing in America, but which would be subject to ho restrictions In France., ■ Idea is to make it in French, but with an eye to the U. S. market, via innocuous titling. After tonight's (Wednesday),broad- cast over CBS radio-trailerizing the Irving Berlin fllmusical, 'Alex,' Dar- ryl Zanuck, Eddie Cantor, Louella. Parsons, and several other HoU.v- woodians return to the Coast. Gala broadcast will be the most preten- tious ether ballyhoo for any pic. Call the Hounds Hollywood; Aug, 2. Two game-hunter yarns are on tap at Paramount and Metro. 'Latter plant is preparing Wells Roots' 'Wild Heritage." while Par has Lucien Hubbard working on a yarn dealing with hunting on California- Oregon border. • U PDBUCITY SHIFTS Hollywood. Aue, 2. Ed Olmstead and Belle Kariter have been added to Universal s'.udio pres.s department replacing Ed Blake and Evan Hoskins,'resigned, Olm.stcad will specialize on cam- paigns for top pictures. Mis."! Kanter was formerly in U's New York of- fices. MONO'S 42 PIX ON $2,500,000 BUDGET Hollywood, Aug. 2, Monogram's 1938-39 schedule will be about the same as last year, with 42 features and a budget of $2,500,0001 according to Scott R. Dunlap, vice* president in charge of production, back from a directors meeting in New York. Monogram may produce, in Eng- land for the first time in its history, turning out four pictures during the 1938-39 season on the other sid?. The matter was given considerable dis- cussion at the board of directors^ meeting held in New York, when an' increase in the production budget for the coming year was also taken up. Levine at It Again Hollywood, Aug. 2. Nat Levine, re-entering the pro- duction field, opened headquarters on f, the Selznick-International lot yest^r- \, day (Mon.) and set about acquirinl j: stories and players. . Al Le Vpy, former Republic .pro-k ducer, is with him as assistant j. To Snare Corrigan r Hollywood, Aug, 2. Marcella Burke trained east yes- terday (Monday) to corner Douglas Corrigan long enough to get all the data On his wrong direction flifht to Ireland. Writer has the flier tied for fllms Ij and serialization, fi EOCKY MT. TOUENEY SET Denver, Aug. 2, Annual picnic and golf tourna- ment of the Rocky Mountain Screen Club will be held August 18 a Cherry Hills Country Club, s>:ene oi the 1938 National Open golf tourna- ment. . • Plans are being made to hold tne .convention of the Rocky Mountam Owners & Managers oh August