Variety (Sep 1938)

Page scan 00012 from Variety

Record Details:

Title:
Variety
Date:
Sep 1938
Publisher:
New York, NY: Variety Publishing Company
Volume:
Variety (September 1938)
Leaf #:
00012
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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2« VARIETY Wednesday September 7, 1938 A lot of the fans are pronouncing the industry's big Drive slogan this, way: they call it "METRO-GOLD WYN- LAYER'S GREATEST YEAR." Sensible when you consider what's, hap- pening. Starting with "Marie Antoinette" (Big!) Next release "Three Loves Has Nancy" (A joy!) Next release "Boys Town" (Watch!) Nextrelease"TooHotToHandle"(Hot!) And look over what's coming below? (Abo look over to the bottom of the next column to 'seehow to merchandise what's below.) HAPPY DAYS ARE HERE AGAIN! Gfttt M-O-M Hto «t to Wayl OUT WKT WITH HAtOYS Lnrti Stmt, Mkto K*"M> and all lite restal your favorite screen family—back again in MAME AMOMETTf hilarious. Kmt-toudnK. ro- Nonu Shearer lad Tyrone auntie of (-am advtotmal rrttt in " the fife. UK sou of m royal ba4.gj*i"... at REGULAR POPULAR PRICES-arnik New Yolk and Los Angeles pay 121 SWEETHEARTS In Technicolor li Victor Herbert's eniling operetta Jtsncttt MxDtiuUmi NtUm £MynirpaatlMlhrilborRoK Marie" and "Maytlroe"t THE CITADEL Froni the startling page* of Dr. A. J. Cronin's best-telling novel cornea this dramatic ro- mance witii Rtbttt Donot and Raulini RusuU. MVS TOWN Sptmr trtty and Mithy Remty are teamed la a swell story that wM tag at your heart-tlrings... The greatest heart-drama ever made! TOO HOT TO HANDLE Ttie ttare ol "Test Pilot". Cto* CoUr and Mytna Lay, in the im nan c e ol a daredevil 'round. thC'Dror Id newireel cameraman. LISTEN DARKNO Warned: a husband lor Moml ,.. FitUU Orrfietmrw and Judy Ctilcnd ia Katherine Brush's grand story. You'll ate it with a rag in your heart THE SHtNINO HOUR Clamorous Joan Creiejori—in a triumphant screen version of the brilliant long-run New York stage success...A romance to thrill yuu to the corel DRArdttTIf SCHOOL Luiu Rc\ Ihc SOW and kwr of roman of the fot HOC* 5? STABUMATES Wmllm Bury with Htikiy Roomy as his pal m roaring laughs and thrills. .. Not since "The Champ" such a drama! VACATION FROM LOVE A pair who are clicking roman* tically with the fans: firmer Ria and Dmit ffKttft.;. Rlginoid Own for laughs! THE OR EAT WALTZ Im'u Koiim, Fmuni Ciwt, and M-G-M's beautiful anting dacovery.Mi/iM Kttjta, us the thrilling musical life of Jobssvi Strauss II. the Walte Hint. JI/jV*Vi- 1 M-G-M . the scree: American romantic COMMG WATI Here ore j Dickens' "CHRIS Lhntl B others dramati Robert PASSAC Marring J TrtfrvaiM riotous- ~ DAY Al The fame in Tech M-G-M« Myma I "THEC ..."THE daring N years "Today's white-haired boys" THE TWO GREATEST ACTORS ON THE SCREEN! With tears in your eyes you'll .say it! With a laugh on your lips you'll agree it's a fact. Spencer Tracy and Mickey Rooney in M-G-M's sensational "Boys Town" will take your audience into their grasp and hold them with the power of drama, heart-throb and hu- manity from the opening thrill to the final punch-line! Remember Tracy in "San Francisco." Here's a role similar, powerful yet kindly. And as for that superb little trouper Mickey Rooney, wait 'till you see him swagger, get tough, get soft, laugh, fight, cry . . . it's im- mense! A sure-fire hit The first medal for even before the lines iK^A^S begin to form at your / pr Best Movie. More box-office. coming! ★ ★ ★ ★ * HOW TO GET A FULL PAGE IN YOUR PAPER! The best investment for your/theatre at season's beginning is to tell them you've got M-G-M pictures. We've made that easy for you by preparing an Institu- tional Press Book, containing ad layouts, pictorial still lay- outs, feature stories, etc. With FREE MATS of every- thing! To the left is reproduction of an actual newspaper page with an ad for "Marie Antoi- nette" plus a two column listing of other pictures to come. I n many cities deals arebeingmade by theatres with local newspapers where the balance of the full page is devoted to publicity and photos. A lively Way to start your season. Try it. Mor* AnlomeriQ Openi Moi-on Pictures Greoieu Yeor A t Lexw i Tbmofro WATCH FOR LEO'S "GREAT WALTZ" CONTEST! It's a honey for a honey of a picture. Plenty of promotion for "The Great Waltz" including one of Leo's big post- ing campaigns. Thousands of stands in 1200 cities. (An eyeful—below.) ^"w«*w^™^»S,'«r««;. ISN'T IT TRUE! The life-blood of this business is show^ manship and your pal Leo gave film biz: another shot in the arm this week^ Always something new. That Trackless* Train. That Travelling Studio. And novi? the trade press is agog with M-G-M's "Marionette Moviettes." Now starting a countrywide tour and then around the world! Marionettes enacting scenes from "Marie Antoinette" with synchronized records of the stars themselves deliver- ing the dialogue. Thrilling to hear. Fascinating to watch. It created a traffic bedlam on blase Broadway. Other big forthcoming attractions will be added to' the repertoire as it proceeds on its wayS Photo of Leo's latest trick! ***** "MARIE" A SOLID HIT! What a whale of an attraction to opert the season with! It's a house-packer, a critic-charmer, A HOLD-OVER EVERY* WHERE! Smacked across with high' powered showmanship. Another big stunt for "Marie" is click- ing lustily. It's the "MARIE ANTOI' NETTE FREE TRIP TO FRANCE CONTEST." More than 200 big-time", big-city papers are already running it; with 3000 more newspapers actually lined up to start! Ten free round-trips to ooh-la-la Paree, with exhibitors participating in addition to the public. That means you! A great attraction plus high-powered promotion is an unbeatable combina- tion. And the results prove it. It's a pet of a show and showmen have a pet name for it. Affectionately they're saying: "SWEET MARIE!"