Variety (Oct 1938)

6 VARIETY PICTURES ■ WcJneeiilayt October 12, 1938 ONE FILM DRIVE INVESTIGATOR LEARNS MUCH OF LOCAL PRESS ANTAGONISM Newspapers' Good Will Wordi Much and Consider- able Editorial Space Obtained-r-But Ire Against .the General Industry Stems from Petty Things By Al Sfelig Motion PiCtures*^ Greatest Year campaign will be of incalculable benefit to the motion picture indus- try if those having the general ad- vancement and welfare of it at .heart will profit by the many and sundry things its investigators have learned. In interviewing more than 100 daily newspaper editors I have gleaned facts that have entirely been over- looked, by those who are furnishing picture' entertainment to more than 85,000,000 people every week in these United States. When the production department In Hollywood has turned out a fin- ished picture, and the sales organi- zation has sold the product to the theatres, they feel that that ends their responsibilities. However, they have not considered that several fac- tors, which tliey deem trivial, have a vital bearing on the present and the future of the industry. From this campiugh .has emerged a Maginot line of friendship between the editors of newspapers and the motion picture industry which must be fostered. It was* such men as Howard Dietz of Metro, and Paul Gulick, the coordinator of the cam- paign committee, who realized that, in the last analysis, the newspapers were the important contacts, and the results have proven they are right. We have received criticisms and helpful suggestions from editors which, if followed by the leaders of the picture -industry, will cement cloc.r friendships between them and the newspapers of the country. And the friendship of the editors is vital to the industry. The basis of antagonisms which are displayed by many newspapers throughout the country, regarding the motion picture industry, are astounding. Many of the editors, in rather forceful language, criticized certain phases of the industry; in many instances these criticisms are based on incorrect facts. Editorial Cooperation That personal visits to the editors were well worthwhile is amply at- tested by the fact that, to date, more than 500 editorials, laudatory to the motion picture industry, have been printed. That, alone, is an achieve ment-whiGh-pr^ves-the-neccssity-loi^-rightlyT-this--^^ the right approach to editors, who, as a class, are broad-mind^ and public-spirited and who are more than Willing to cooperate. This letter from the editor of a leading newspaper bears out this contention, and am quoting from it (with fictitious names, of course): 'The enclosed was written to help the industry. It is not to be construed committing the writer or the Daily Bugle to anything but fair and honest, and uninfluenced* treatment of pictures. The colun-'^ in which the article appears has for 40 years been the most widely read local feature outside of the news columns in Blank'to^yn. The Bugle has the largest daily cir- culation in this state outside of the Press and the News. No ad- vertising is permitteti on its edi- torial page, or any observation not honestly conceived. 'I mention these things out of no vainglory, so you will under- stand that in the circumstances there is an obviously enhanced value to any items such as are here discussed. 'I wrote this article on the basis of whether it is deserved -on account of the merit of what the producers are trying to do and because, if that objective is attained, it will help the general public as well as the whole busi- ness of production, distribution and showing in the local com- munities, 'You got this cooperation be- cause you did not demand or try to put on pressure; because you shot straight and asked our help in this proper objective. 'There's a right and a wrong way to get things, if what you want is on the level, and I would like to compliment you on the way you go about trying to help the industry and appeal to the newspapers to cooperate with you. Of course, we, on our part, sell advertising; but we would gelt our fair ^hare of that on the merits of our circulation and the value we give„ so you can be assured thjjt what you received in today's Bugle ' was because there was merit In your stoty and merit in trying to give the public a chance to say what it wants, instead of it having to take what it gets, and like it, regardless of whether pictures are good, bad or indifferent.' Undiplomatic Local Mgrs. The first and foremost criticism voiced by nearly every editor con- tacted is the matter of the relation- ship between the managers of the picture theatres and the newspaper editor, the most vital link of all. Most conversations with editors brought out the fact that, more or less, the theatre managers were un- diplomatic and tactless. Many managers consider the newspaper a necessary evil, some- thing that takes up time in making up ads, okaying advertising bills which ihcreases the overhead, and decreases his net It also, keeps him away from utilizing idle moments for pleasure or otherwise on the days he has to paste up.his ads atid deliver the copy to the editors and advertising department. Obviously all managers do not belong i,n that category, but, sorry to say, a great many do. The manager who culti- vates the friendship and good-Will of the editor of his local newspapers is in the minority." Those managers who belong in that tactless category feel that, as long as they add to the newspaper's income with their weekly, check for the advertising st)ace they buy for their theatres, that they have the right to demand more than their share, of publicity. If, due to cir- cumstances, this demand cannot be met, they threaten to cut down their advertising budgets. ' This attitude, of course,, is not only unwise but unfortunate, because managers .who have had no news- paper experience do not realize their mistake. The editor resents, and LOEW DICKERS-METRO FOR JOE L RELEASE Hollywood, Oct. 11. Latest Joe E. Brown picture,, ♦Flirting With Fate/ Is likely to .be released by Metro. David L. Loew, who produced six Brown comedies, is dickering for release of the last film. Three of the others were han- dled by BKO and two by Columbia. Loew leaViCs for a South Ameri- can vacation as soon as he finishes retakes on 'Flirting.' the manager, a resentment which re suits in no publicity. Worst of all, the theatre manager has created an antagonism In the editor who takes it out not only on the local theatre but on the entire picture industry. This may seem rather far-fetched but, in the mind of the editor, the local theatre, and its manager, are representative of the entire indus- try, and the ahtagonism aroused by the tactlessness of ttie manager re- acts on the entire industry. Such a situation encountered in some 30 or 40 cities brings home the significance of publicity' detrimental to the in- dustry. These editors cannot be ac- cused of animus against the indus- try as a whole, but it is only natural that when they receive 'threats' they will not cooperate. This brings to mind an incident that occurred in one of the cities vis- ited, After a talk with the editor, who told of a threat he had received to withdraw advertising, we visited the manager of the'theatre in ques- tion. He told me that the local editor had refused to place certain material in his newspaper and that he was 'strafing' him by cutting down his advertising space. If one tries to ex- plain that tact and diplomacaT are much better than threats, his answer is to the effect that only by cutting down their advertising income can the editors come to terms. This is just an ejcample of a man- ager who hasn't the least conception of what a tremendous asset it is to cultivate the good will of his local newspaper. He, as many others, is laboring under the dangerous im- pression that he can dictate to the editorial end of the newspaper through the business office. The managerial problem as it af- fects the friendship and good will be? tween the newspapers and motion pictures is a vital problem which must be investigated thoroughly, not only by the entire industry, but by chain operators and the independent Chi JDallicg Co-op Chicago, Oct. 11. The Times, Herald-and-Examiner "pana~the~Anr ericaii' are c arrying-cp^ operative plugs on the film drive FILM DRIVE'S HUSK BALLY Week beginning Oct. 31 will be of- ficially observed as Musical Week in the greatest picture year campaign, it was decided by the general com- mittee last week. Bobbins Music Corp.'s theme song, 'How's About the Movies Tonight' is ready for distri- bution, to be made into a trailer em- ploying Max Fleischer's 'Bouncing Ball' device. American Society of Composers, Authors and. Publishers is working with the campaign com- mittee in exploitation ideas for the week. Plan is to have , leading orchestra leaders play at least one program during this Music Week, devoting it to hits from outstanding films of the past and dedicating it to 'Motion Pic- tures Greatest Year.' Compilation of comments made by newspapers throughout the U.S. and Canada on pictures' greatest year has been completed by the Motion Pic- ture Producers & Distributors asso- ciation as of Oct. 1. Check showed that editorial and feature comment has been 95.7% favorable, with 1.6% neutral and 2.7% adverse in nature. Meeting was held yesterday after- noon (Tues.) at the Hays office, N.Y., by the advertising and publicity committee of the Greater Season campaign, Howard Dietz. made a re- port on the progress of the campaign to date. while the Her-Ex is going along for the ride by offering cash prizes to its readers'for correct answers to the questions in contest. Warner Bros, circuit, with houses only in the southside nabes, is par- ticularly active in making the most out of the nation quiz campaign un- der the local guidance here of ad chief Larry Stein. Indies, which had been pretty lethargic about the whole thing, are npw dressing for dinner and tying their theatres in with the contest as much as possible. NEW WB PACT, COIN HIKE FOR BEHE DAVIB Hollywood, Oct. 11. Warners handed Bette Davis a new contract and tore up the old one, which had four years to run. New pact ups her salary consideraLly over the previous $2;500 a week. New ticket came voluntarily from Warners, indicating that their past arguments are forgotten. Miss Davis' next picture is 'Dark Victory.' DUKES AKE UP Hollywood, Oct, 11, Metro's pioneer caravan goes on location at Butte Meadows Thursday (13) to start shooting 'Stand Up and Fight' under direction of W, S. Van Dyke. Robert Taylor ind Wallace Beery head a troupe of 60. exhibitors. Some method of educa- tion must be devi.sed whereby the manager can be taught the value of good will between himself and the newspapers—that threats and de- mands for free space are like a red flcig to the newspaper editor. New Born Bally Hollywood, Oct, 11. Nothing is being overlooked here to promote tho picture campaign. In the maternity ward of the Madison hospital, where fath-. ers get the first glimpse of their offspring, they are confronted with a 'Picture* Are You Best Entertainment' banner. CANT TAKE IT IN PIC^TAGE BATTLE Cleveland, Oct. 11. Age-old academic feud between stage and screen is becoming a real, knock-'em-down test battle in War- ner Hippodrome's current booking of filmed 'You Can't Take It With You' against the Hanna's stage production. Pic opened last week and is being held over, conflicting directly with the legit theatre's opening of the season Monday (10). Cricks and rival house managers are avidly watching novel fight, for situation is unprecedented in local theatrical history. Odds of three to one are being laid by film exchange wiseacres that the Frank Capra film will kill business for the Sam Harris roadshow, headed by Clarence Oliver. Some of the bets have been covered by William Blair, Jr., Hanna manager, who claims that-play's bar- gain-prices and the film's publicity will react favorably for his show. Predicts his 1,475-capacity house at a $1.50 top will go over $10,000 in eight performances. • There was a bitter poster war be- tween the two theatres. Hipp got the jump by opening a week in ad- vance, plus the fact it began four- sheeting the town a 'fortnight ago. Hanna retaliated by slapping up its posters next to the film's, causing duplication of titles that had natives dizzy. Got another break from news- papers, which had to tout play in special large-sized layouts as open- ing the legit season. 1 Pay-off In publicity war carne when one of Blair's postermen pulled an unintentionally risque gag. When WPA street workers Installed a port- able Chic S^le house over a sewer in the theatrical section, be glued a 'You Can't Take It With You' sign right on its door. A city official had door and sign destroyed, but by that time the incident had become a city. wide classic. WB, PHILLY MUSICIAN UNION ROW AGAIN SEEN Philadelphia, Oct. 11. Fox theatre pit crew, perennial issue between Warner Bros, circuit and the musicians union when con- tract-making time draws around each year, again threatens to be the fly in the ointment. Preliminary meeting was held yesterday (Mon- day) between Ted Schlanger and 'Skip* Weshner, WB zone chiefs, and union exec committee. First sub- ject up was the Fox, Theatre operators indicated their annual desire to ditch the 35-piece band at the house, a relic of vaude. which recently proved unsuccessful in a five-week .revival experiment. House actually has no use for it, it's claimed. Now used solely for over- tures. Union was just as adamant as it has been in past years that the Fox crew stays or there will be no music in any WB theatre In Philadelphia, This is an ultimatum which the cir- cuit can't beat down, because music is an absolute necessity to the vaud- fllm Earle. Battle over exactly the same situation two years ago re- sulted in all WB houses being picketed by the union and the Earle going without flesh for about a month. Musicians finally won out. Bad Ear Benches King Hollywood, Oct. 11. Henry King went to the hospital for treatment of an ear infection, while Irving Cummings took over temporary direction of 'Jesse James' at 20th-Fox. Arthur Von Kirbach, sound tech- nician, and William Nugent, electri- cian, members of the same troupe, had similar infections. PITT DAILIES CLAMP DOWN ONPK Pittsburgh, Oct. 11. Action of three Pittsburgh news, papers, Post-Gazette, Press and Sun- Tele, last week in dropping free nabe film directories In return for trailer advertising on icreen will cost WB and Harris circuits in neighborhood of $50,000 yearly in future. For some time now, sheets have maintained practice as more of a good-will gesture to local film biz but publishers of late have been burning because they figure chain operators have been taking advan- tage of the handout. Started several months ago when both Warners and Harris'es, who had been using paid space for several of their top nabe situations, decided to cut down and had the houses in- cluded in directories they were getting for nothing. Spots in ques- tion were immediately eliminated from papers' 'Where to Go, When to Go' guides and latest action of publishers followed only a few days ago. Both WB and Harris execs tried to get publishers' association to re- consider or postpone action, but journals refused to alter their stand. Understood they have agreed to carry circuit nabe ads at $1 per in- sertion daily, same as rate for indie houses. For a long time as well, in- dies have been kicking about favors being shown, to major operators, claiming they were more than will- ing, too, to give papers trailers on screen in return for cuffo advertising. WARNERS WINS $100,000 'CHAIN GANG' SUIT IN GA. Atlanta, Oct. 11. Jury in Fulton superior court Thursday (6) night returned « ver- dict in favor of Warnet Bros., et al., in the $100,000 libel suit brought by Judge Vivian L. Stanley, chairman of Georgia Prison and Parole Com- mission, stemming from fllmlzatlQa of 'I Am a Fugitive From a Chajn Gang. Attorneys for Judge Stanley filed motion for new trial Friday (7) and Judge E. £. Pomeroy set Dec. 2 as date for hearing. Trial consumed nearly three weeks. Other defendants in suit besides pro- ducers were Vitaphone Corp., Vita- graph, Inc., Rialto Theatre Corp, R. B. Wilby and . Earle M. Holden. "Film was'showu al Georgia theatrer" operated at that time by Wilby and managed by Holden, who now man- ages Lucas & Jenkins' Capitol. Judge Stanley contended pic, re- leased In 1932, was based on novel by Robert Elliott Bums, an escaped Georgia convict, titled *I Am a Fugitive From a Georgia Chain Gang,' and held hini wid- other members of the then Georgia Prison Commission up to ridicule. Burn? was convicted in Atlanta of robbery and escaped twice from Georgia chain gangs. Several similar suits by other prison commissioners and state oflUcials were settled out of court for unknown amounts. Suits growing out of 'Fugitive' got national attention in 1937 when the governor of New Jersey refused to honor the Georgia govek-nor's request for extradition of Burns because of alleged inhuman treatment of pris- oners in this state. Mono Sales Up ^^% Hollywood, Oct. 11. Monogram's sales are up 43.49% over 1937-38, according to president W. Ray Johnston, here to stimulate the nation-wide sales drive with a goal of $6,345,000 for the season. Indie company has added 896 new accounts, raising the total to 4,000 theatres, Johnston declared. In keeping with increased sales, production and advertising budgets have been upped, the Mono prexy said. Bilson at Columbia Hollywood, Oct. 11. George Bilson is at Columbia to work with Harriet Parsons on 'Screen Snapshots' and supervise trailer production. He recently left Universal where he produced one picture and scripted anot>rer.-