Variety (Apr 1939)

VARIETr. PICTURES Wednesday, April 19, 1939 FILM SHOWMANSHIP BroDte NoYel Passed Oat as AdYance BaKy For'Heights'in Pitt Pittsburgh, April 18. Figuring 'Wutliering Heiglits' would take-care of itself, once re- 'views and word-of-mouth got arodnd, but that it wouljj take something special to get class flicker the proper opening, Charlie Kurtzman, manager of Loew's Penn, has been running a free circulating library in his lobby for last month. •Library's' limited to only one work, of course, and It's the Emily Bronte novel. Kurtzman stocked with 400 copies, theatre buying half of ibent and UA the remainder, and hands them out to any patron wholl sign a card promising to have copy back within seven days. So far, all but a small percent- age have returned the books and management figures that 'Wuthering Heights' will have been in at least 1,600 Pittsburgh homes before pic- ture opens \Friday (21). And even if none of 'em comes, back on' final leg, theatre won't worry too much since 200 copies cost Penn.only $80 and Kurtzman figures to double that several times in extra biz from readers who have made their first contact with the Bronte work through the Penn 'library.' TOUGH ATLANTA DAILY BOOSTS HARDY FILM Atlanta, April 18. . Despite alleged publicity ban in force among three Atlanta newspa' 39ers, any of them canjie sold on a good contest idea, especially if it costs the paper nothing but space Consistent grabber of this type of publicity is Eddie Pentecost, mgr. of Iioew's Grand'theatre. Pentecost*s latest is tieup with At- lanta Journal, In connection with Metro's 'Hardys Ride High.' Entries in contest must write letter of not over 300 words telling why various members of family enjoy reading Journal. Any member of family may write letter, but it must express ideas of whole family and only one letter can be submitted from one family. Judges from paper's stall will select 10 best letters and whole families of winners will be guests of Loew's Grand and sheet at monster dinner party, following which they will adjourn to theatre to'see pic. Journal was sold strong enough on contest to start it on i>age one, give it a column of type in addition to three-col. scene still from pic. Bank Nite Ont; Now It's Coffee and Rolls Cleveland, April 18. Coffee • and - doughnut breakfasts, dished up gratis for early femme shoppers catching the first show, are being made a regular Saturday feS' ture at Loew's Stillman by Jack Z^ykes. House manager originally worked VP the stunt with Milt Harris, Loew' p.a., and Ed Fisher, U.A. rep, as builder-upper for latter's 'Prison Without Bars.' Regarded at first as a one-shot gag ^but such -a . large horde of hungry femmes showed up and liked it so much that Lykes repeated it for 'Let Freedom Rlngl' A bona-flde U. Sj mail box in stalled in lobby of Loew's State, for convenience of convention trade, also being used as an odd weekly bally by Harris. Next to box is table with free writing paper. "Ballerina' Contest Boston, April 18. Local exploitation of national con' test for one-month all expense trip to Paris for winning essay on 'Bal lerina,' sponsored by Dance Maga- zine, is featured by window displays and brailer on screen of Fine Arts Theatre showing the picture. George Kyaska, operator of Fine Arts, arranged for a windov/ display last week-end in Jordan Marsh's de partmeht store, and for tie-up win- dow in French Line offices. Entry blanks are distributed at the door of the 'theatre. ■ - By John C* Flinn Whatever the ultimate boxoflice record of 'Wuthering Heights' (Goldwyn-UA), the production stands as a fine example of showmanship courage and skill which have expressed , themselves in both the making and launching of the flhn. Teeoff at the Rivoll (N. Y.) indicates a highly profitable engagement Its reception throu^ut the country in neighborhood and small-town theatres will depend chiefly on the word-of-mouth ad- vertising which win follow the key-city first runs. On the dfeserving side 'Wuthering Heights' rates hearty public support—and may get it' Most startled group in the industry who are observ- ing the enthusiastic audience reception of the film must be the story and scenario staffs of the Hollywood studios. 'Wuthering Heights' is a novel -written nealrly a century ago. It is a tragic, gloomy tale of mad jeal- ousy and hateful revenge. The locale is the wind- swept English highlands, gray and bleak, certainly not -a tempting background for. the camera. In other words, 'Wuthering Heights' in theme, char- acters, plot and setting possesses not one familiar at< tribute for which studio scenario departments search zealously through thousands of manuscripts, plays, novels and synopses. It violates all the accepted rules of successful film stories. Its leading characters are something less than sympatheUc—they are psychopathic exhibits. And the ending is stark, dire, tragic, an uncompromising finale which utterly disregards all popular theories of screen entertainment that you must send 'em out happy. And yet the sum total of effort by the Goldwyn organization is an attraction of undisputed power and beauty, containing excellent acting, skillful direction, excellent photography, expressive musical accompani- ment and technical perfection. What ingredient in film making contributed chiefly to the highly successful result? Showmanship—and thereby hangs a tale. 'Wuthering Heights' first appeared in film announce- ments more than a year, ago ■\yhen Walter Wanger listed it as a forthcoming production for United Artists release. It is -likely that not one in 100 persons in Hollywood had the slightest idea what the story was about 'Who wrote it or why in the world Wanger in- tended to make a picture bearing such a forbidding title. Chances are tiiat many who read the notice be- lieved the title was misspelled or, at any rate, would be lost and forgotten when the picture was ready for release—if ever. In the intervening months the screen script by Ben Hecht and Charles MacArthur was handed by Wanger to Samuel Goldwyn, who was on the earnest hunt for material for Merle Oberon. Goldwyn at the moment was disheartened after doing a succession of produc- tions from trite original stories ending with 'Cowboy and the Lady,' a Gary Cooper vehicle, and a disap- pointing one. FOSI-MORTEH PUBLICATION When Goldwyn made inquiries as to genesis of' 'Wuthering Heights' he learned that it was a novel by one Emily Bronte which was published in 1847, the same year in which the author's sister, Charlotte, . brought forth her famous 'Jane Eyre.' He was in- formed that of the two books, 'Jane Eyre' became in- stantly popular and has remained so to this day, whereas 'Wuthering Heights' at^acted no attention at all. Emily died at 31, in 1848. a year after 'Wuthenng Heights' appeared. In a brief historical account of the Bronte sisters, William tyon Phelps declares: ' 'Wuthering Heights' came from a person who lived entirely in her imagination; the persons she created were more real to her than the persons she saw on the street The terrific passion Emily displayed in her poem 'Remembrance' characterizes Heathcliff and Cathy. Today in our Interest in pathological and psychological problems, the novel 'Wuthering Heights' is more contemporary than when It was written. She was a century ahead of her time. No woman living today anywhere In the world is capable of writing a book equal in power and splendor of imagination to the novel written by this lonely girl in 1847,' What prompted Goldwyn to undertake a film pro- duction of "Wuthering Heights' has not yet appeared on the record. It is an expensively produced picture, extravagant in detail. He went about it in his usual thorough manner. He sent William Wyler, the director, to England to study the period and obtain an actor for the role of Heathcliff. All details of costuming, set- tings and production were carefully worked out Wyler brought back to Hollywood Laurence Olivier for the lead opposite Miss Oberon. INTENSIVE EXPLOITATION JOB As to the job of quickening some public Interest in ■Wuthering Heights,' a comparable intensive campaign was planned and carried through. To this end Lynn Famol, United Artists publicity director, made three trips to Hollywood for exploitation conferences. Goldwyn was as concerned with advertisitig illustra- tions and copy as he was with scene and dialog. In the magazine and local. newspaper copy which has ushered In 'Wuthering Heights,' there has been the same impudent disregard for film advertising tradition that has marked the filming of the story. The familiar catch phrases with which so many recent productions have attempted to tie in their appeal with the rapid swirl of current world events have been con- spicuously absent Attention has been concentrated on the tragic love story in copy and illustration, and on the mecjianlcal adaptation of the national magazine copy to the demands of first-run newspaper displays. Importance of the trade-paper advertising has been stressed by publication of laudatory comments by Frank Capra, Alexander WooUcott William Lyon Phelps and others. 'What they have said is hot so Im- portant as who has said it The ballyhoo has conveyed the impression of a film with class and distinction, without claiming for it any universal audience appeal except that a classic of literature has been faithfully and competently translated to the screen. That 'Wuthering Heights' warrants widespread trade interest and 'will stimulate discussion may appear- more evident in the coming months and, perhaps, years. Its success -has proved the boxoSice values of a great store of literary material which has been neglected hereto- fore. Goldwyn has done more than produce a single good film, and Famol has done something more than furnish an effective campaign. What has been demon' ' strated is that commercial values which have been overlooked and disregarded may be found in many plays and novels heretofore believed to be useless. Goldwyn has made a valuable contribution if he has opened up, as suspected in some quarters, new sources of screen material. AD Aboard for Omaha, W Jamit Costs $50,000; Radio Ballyhoo AH Set Hollywood,' April IB. Paramount's 'Union Pacific' east- bound caravan of 125 persons will cost the studio around $20,000 for the three-week trip which will end In New York after covering, for public- ity purposes, 52 key points where the film will be shown. UP ralLroad Is franking the trip along its own line. On other tracks, the charge is $2 a mile for the service, with no charge for tbe equipment from the UP and the J>ullman company, which is donated. Appropriation of $30,000 has been made by Paramount for publicity ex- penses exclusively. Of players in the film, Joel McCrea and Barbara Stanwyck will make the entire trip for personal appearances. Cecil B. DeMille joins tiie party in Omaha (27), going east as guest of William Jeflers, UP president Train list includes 10 studio tiubllc- ity men, three studio camera men and three newsreel photographers. Idea is to pick up local newspaper writers en route. WOWs Siant Omaha, April 18. Foster May, WOW special events head and newscaster, left Sunday for Hollywood, from where he will return, to Omaha with the special 'Union Pacific* premiere crowd. May plans special transcriptions there and at points along the way,, which will be airmailed back and aired over the station during regular Man on the Street' schedules. McCOY INDIAN GIVES GRANGER' GOOD BREAK Atlanta, AprU 18. Ticket tearer at Cameo theatre, downtown indie, spying Indian in front of house overheard Redskin, who was staring at one-sheet of serial, 'Lone Ranger Rides Again,' tell onlooker Thaf s my pop,' as he gazed at picture of Chief "Thunder Cloud, who plays Tonto in serial. Mgr. 'Walt Meier was summoned -and promptly signed up Indian, a full- blooded Mohawk, yclept Chief Bright Fire Thunder Sky—not only Chief Thunder Cloud's son, but his double in Lone Ranger on number of occasions. Meier put Indian on his stage Mon day and Tuesday (18), and hauled him over to Hearst's GeoFgian and Sunday American, which use Lone Ranger cartoon strip, and got pic and space with him. Chief Bright Fire, etc., is a graduate of Columbia U., speaks perfect English and sings in his act Lobby Crystal Gazer Draws Crowds to Fays ' Philadelphia, April 18. Sid Stanley, operator of Fays thO' aire here, has recently been attract ing considerable attention for both pix and stage shows at his house by setting up a booth In the lobby with a miniature mystic Who looks into a crystal ball and tells prospective pat rons not only their futures but why they should see the current bill. 'Mystic,' actually an usher, is re duced In size by having the people view him through special lenseis, Two-way speaking system enables him to talk and hear what is being said outside the booth, House car- penter- constructed it all,, excepting the lenses.. Just Neighbors Dallas. April 18. One crack in 'Dodge City,' when playing here proving a natural whameroo. It's Alan Hale's, "This town smells like Fort Worth,' as he and Enrol Flynn ride into pioneer Dodge City. Gag was greeted with much' whooping and hollering, blotting out following dialog. WILBY-KINCEY HOUSES STB» UP SPEC. BidlY Spartanburg, S. C, April 18. Barefoot boys, a stagecoach, base- ball players and 'Moonlight Sonata' cleverly mixed in a busy week of Wilby-Klncey exploitation in Its four local houses. Carolina tied in with Ford car dealer for 'Stagecoach' stunt that at- tracted wide attentioa Stagecoach, an Al meseum piece, was mounted atop a modem Ford truck with big banners plugging show and driven over city and urban areas. Opening 'Tom iSa'wyer, Detective,' the State got a nice newspaper fea ture space by admitting free the first 39 barefoot boys to attend. Carolina tied in for strong sports element good will by entertaining Spartanburg team of South Atlantic League and, introducing players from stage. 'Moonlight Sonata' was sponsored for State by local music clubs with big advance ticket sales bulld-up, emphasizing how high-type classical musicals can be sold solidly before playing dates. Some stunts were okay for page one newspaper space. All received neat plugs. RETAH. STORE ADS TIE-IN mNIGHr Oklahoma City, April IS. Lining up tie-in ads with local merchants is old stuff in show biz but generally ad man lines up a sin' gle ad and rests on his hauncbes. Not so with Pat Patchen, of Stand ard Theatres here, who figured that if one picture could be lined up why couldn't several of them. And he did just that last week. For the benefit of other si>ots where one man has several theatres to push it'i worth repeating. Patchen tied up local Montgomery' Ward store on 'Midnight' (Par) for a half page four-column spread half of «^ch was devoted to film mat and Hop half spieled, 'For That Mid- night Snack.' Display was also ar' ranged at Tower theatre. Uttle Prbicess* (20th) run at the Plaza was' blurbed by two-^column iialf-page layout under. .Brown's Dn>t Store bill with store conduct- ing a style show of clothes worn by Shirley Temple in the film and giV' ing top half of ad to Princess mat Silent for Years, Vox Humana Now a Novelty PhUadelphia, April 11. Henry Friedman has had an or- gan in his Lansdowne theatre here for years. When he was certain, 10 years ago, however, that talking piC' ture had really arrived, he decided the says of the old-piper were over, tossed a canvas cover over it and preceded to forget about it Couple months ago he got an idea and hhred an organist She plays pop requests only, mostly from kids in the audi- ence. Now it's one of the Lansdowne's most popular novelty features. CHAMP DEAD-PANS GET wmjs: 0.0. -T 1 AUentown, Pa., April 18. Two unique and highly successful stunts were used by Leo Trainer, manager of Wilmer and 'Vincent's Rialto here, in selling 'Blondie Meets the Boss.' First was a midnight screening of the film, before it opened, for AllentO'wn's four 'Cham- pion Sourpusses,' selected with the aid of the to'wn's newspapers, which gave them an immediate interest in the exploitation. Only one of the four failed to break into laughter at the picture, according to the story. Trainer also put on exhibition in a pen in the lobby for 10 days pre- ceding, the opening a wire-haired fox terrier. He offered'to give the dog to the person who gave it the best name. A sign on the pen said that Blondie was so busy making the pic- ture she didn't have time to take care of the terrier and it therefore needed a good home. Peg Maleon Has Ontmg, Back to Dock Again Ft Wayne, April 18. Palace theatre and. Fishman's Ap- parel store sponsored 'Miss Peg Maleon' contest to ballyhoo opening of 'Pgymalion' (MG) here Thursday night (13). Most popular local work- ing gal was picked, by vote. She un-. derwent a complete transformation at Fishman's on day of pix opening, was guest of honor at dlnne; party at Berghofl Gardens, and made per- sonal appearance just before picture started a special preview. First promotion contest of its kind, held here in several years, and it drew much interest 'Winner, was Ruth Nobles, secretary in local Met- ropolitan Life offices. Pete Smith's 13 for M-G Hollywood, April 18. Pete Smith's new Metro contract calls for 13 specIalUes on the 1939-40 schedule. One is a special specialty, half human and half cartoon, to be made in collaboration with Hugh Harmon -and Rudolf Ising. First under the new pact is 'Cul- inary Carving,' which rolled yester- day (Monday). Felix Feist direcUng.