Variety (Mar 1946)

ir«>iiM9Mlay, MiNMii 13, 1946 31 ^Nwr cwsr-H'CSKi MUTER SAiiTY ConsteUatmis «as% flutfly any oiflier trjms- port in semoe today-and for «iffer eKclusive Normalair vksre ifs ssiKwdi-lnit you ConsitSJtiiiBns have a safety matn^n ^-iOGlO siupliiis hxtse- ^owcr— hmhc j£han any tranS' ' Jlii-«|MNd :^>';Miiw< 'IIW»^M(" IMn&W MR UMCt * ICUR - ICNHM Forjgrtiaur tpmi, Jammer twn/ort, WW lOOK TO lOCKH«EP fOt tf ABCTSMIP- «*«S AttEWtNtHt SCrtNCE OT TIIGHT Televisitn's SwmaidMii Test Continued from page 1 piOKiam will have to be chopped to; 10 jnimites. anci more likely less, in Older to hold the mtei'est. 5—The phoney poUUcian wh* comes into your home via telecast will be stripped naked. Just as President Roosevelt revolutionized the technique ol ludio'b polilico- -.howTTidnbhip, so wiU video. Tlie Ameiitdn \o1ei will weigh any wn- diddtp quite diflcrently, when tcle- caM into his hojme and hearth, than when ht-aid tub-thurppiflg in Madi- son Squaie Gaiden, via the ncwi.- leels. m the public print'., or via ladiD A video advisei to candidates v,iil ha\f to be a combination Belas- co-Giifli(h-Max Factoi, perhaps.' Certaiifly lWeside,chats, or any other tjiltSi, Gvet 10 ■ rnjnMte.s.' reqiiire ■:i}yrfrtecbn:ic ■ teJev.isjonprodHCtioh yal uesi -to, hoilid IW* intisrest. > ©r eisp. ; ^ fi-^Tefevisiian. :Will, gtit: .the :heBefil of iiicicascd leisujip, made possible thi OLiflh bett^i iMMTie-life The mod- jfrn aenl■fcement^ ol ■the post-w.u woild 10 lighten the housewite'',. ddih burden, wjH permit hui being exposed more to vjdeo 1>f)« NI'eM'lia'ndihing ■ 7.--Meix-halSidiKlng, •vyill he, 6'|; a':tvW;; patlei II As showman Koyal put* at. •»Depailnifnt stoies, will sell servjec of a completely new calibre The idea ol the woman dropping hei broom and dashing oft to Gimbel s. Bargain Basement is .lUst one seg- ment Ma(•^'s nun come into telc- \ ision v ith a totally diflcrent con- cept ol depaitment itore public re- lations II can lun the gamut Strom weathei. book -ncviews,, « service for theatre titlsetb, how to «urc a o«>ld. demonstrationi ol this or that. 11 onlv loi Che BO)e pui^)OSP of mak- ing the •peojile Macj''«-mindod It lusl wont be du'ert-to-the consumer mcJchancUmg. but a new form of sale", etmditionms " 8—Telexisjcin xmI] make newsreels obsolete 'It wjll give the video looker the goshdliu'jadest mews cover- flse ■ he belje\«es. "With the Con- .slellatwn euttrng the jjoimtrj' down to Joui and fr\'e Tiours vveUl have the Wanket.^-blanlcertt news covei- j({te JuU imaewe 50 newsieels b.\ video lensinen i iished hither and jon fioni station to station. ItTl make the ne^^s^c■el theatre as ob- solete at the cat s-whisJcei det«(rtoi jn radio.' iSIiMi' .Stars «—TcIei'WioMi niM Din J-*" "cu- stnrs Jii.s-t n.^ rddio did 'We («■)- inmliy tJoii'i ictnil nJii/ leody-mnttt' Ktoi*. sa)/.s lie 'fniri bcfcito Ao ym ■reahze lliat ull ol today'i' ciop oj rajebo glnrs mc wrt of t'l* snine mould—T)ie vavd<nnhle mmild Cofl- T.OJ. Bevvy AUev Bimih. & Allen. Brtcc. Joan Doin.s Bal^'ii. Diirnwc .7eR.se/ V(i//ec Jolsoii— everi/ oi«' ts ikiI O'llv n» «Ill»^)u^ of (lie sUiiie hill tiiiloiniHnlcIi; iw Todw in (iriieiul i". the lun thai u'Jieii 1)i.cj/ </o. Ojcj/ (/ nil Oo <lt oiw niid Die saviv l*ine Thei/V* -of ■»>'<' ooiiic .ffpnciifllioii o»d whether tl .« ■penoiM tihoUse for n re1-iTe,aient age ■or slienM Rolne fflldclys'WiK- <'hanf/«, ni jnihlK's 7«s(e* occin nil oin lop- •«o(c>icif, could TPfll be Mccpl nM(l< 'Hi one '/ell fiiioop Tlicii irlK'ic ti^mckl. m&m b^? The «b(»w?man in,ap.^;a1 accewtp the i,ubiect oJ talent and propcrlicio him in lelalion to A'ldeo s Urtuio 'todio. lOi'dgdiiafed darii Wsiitle :tbe fii-sst 10 Ol 15 reais vou know '"but It'll have to be diflerent with tele- "Furtliertnore pTovierties, iiK'lud - jng ASCAIP'S wtn-iks the Authors Iiea$;ue cd Am©rtca. the DlamaU.sts ^uild. «t «J, will have to be coi - xtnUed and collated loi the ideo s benefit as tadio nevei did before 'Foi once the Staj!*' maA -wonder "about televisions inioads on Bitmd- waj legit although all ol us m radio leei thai tele\ i'<t»n should help wH hindei the stage" These are but the hlghhijhts In- terpreted jn its various xjrtejiorics, Tiovjil says Ihe KBC e\perts ji1i-e,ad.v h»\e dJSCovMed that tilm-Wiae, the eve IS so much quidiei than the c.u. hence the more ampalient that when I he splKt>d 1oui 3-rninut( s'horls lo- Sethei— 12 minulcs ol lootant in all '. '%,i-," ^as he :puts it^;.''«ctu^l^i,v a.'litOx- ovei a sing'le reel"—the cfleci tlu lookci gels IS that he'^. scon almost a JulHeniftli J^stune. Thi"! nmusl jnevitaWv influence thf ■Hollywood filrti - "makers sitlilude Towaixls television as i-esards Ulin liaileis into the home Alread\ the CoasI studios arc laying -plans ior suppi-tiailers foi exclusive Mri(>n purt>o.seSi Tha.t ,ni,u.sl , iTifiat!. ,specie production values and a special locli- nique in oidei to lie up IIk>^ ni()\ le- ..goitig' habit with tlife stay-at-home vid.eo novelty It may take a period time to retine It. y. . , ■ Comedy the Bisg-est Problem On the subiect ot comedy, that's bound to be lele\ ision's biggest prob- lem Foi one thing, they ooiild uever got away in the homo with v\ hat they do in the studios Playing only to 2.'>0-300 people in a .studio, an aiched eycbiow oi a knowing leci in<u be productive of a big studio-audience laugh and niade palatable loi home-consiunption on the theoiy thai the spontatieity ol laughtci percolates into the home even though the local wisecrack (vi^, Bob Hopes Gl audiences) is I'SSstrJciecl arid perhaps unaeceptable. . Sight acts will, have their reiiai.s'-, pancc). nuiy.be even proving a. boon'to thi' no\y I'orgotteii oM-siihool vaudc- J vilVe . aiCtis,: of , the Fink's , MulesV.I Swain's Gats 'and Rats, . and- All •J^OyM'^ : Pog" categpry.. Bui cveti .this ^as: til be ■tested. ■ . .Ko>'iir eisplaitis. ithal .-with the ihr Stant*; 61 West.' M ifc 5test,;{a 'pujsefire: stai,idar6 v'aude'i'illc act. w'.ho.si' ■ "Bi'icilijay^rs" knocltabout hotsLini tickled . many au,dien6es. Nevertheless; done sans studio audi- ence thi". act didn t click video- wiSf Does It metui, theicloie, that l?Je\ision acts will iiequare vj&ible audiences to help "ihmgh 'Up"" tbeir antics' Il so will the audiences hdve to be panned into the telecast'' T't'i haps telcn ision i\ ill have to go the same thiec phases jis did radio Fiisl It vas the don t-you-dai e-rio- this ppiic^d of .scare-'eveiybodj, pai- liculaih the pcrlormeis Red plush a opes chiomium aaals, etc., all loi a stifl type ol radio entertammcnt. ipolitely done «rvi politely I'eceavcd jDlo the home. Then came the laugh-on-cue tech- nique The signs ^vent up and the studjo audiences! obliged on cue, and that helped -peik the mteiest by the ■tumer-inner. Thjid phase—the mo'^t commercial —'IS with us toda.v That is, lawgh spontaneously, I'e.spond naturaJl'v to any -situation, .oomodv oi dramatic "Ttadio bacatne iidalt because of coined},' -says Roval and radio'-s commeictal prosppiilY 14> indelibly graphed on the same parity with this thud and latest phase. "Bui can we do it wUh TeleMMon"* I dont know We'i'e still trying to lind out I Til sine it will not Jje gag comedo, howe^>e^, but more. tli« legitimate oi «$lua<tii»n - jmd - plot loi mat Stut ;iA>e telemsion ichon will yet ha\ie to toe fully tes-ted on this aspect If it must be witn an audience a svnthetic audionee ol 20 OI 30 apparenlh isnt enough If big audiences v\e mav haw legal problems thiou.sh possible accidental isuckups ol tlieii likenesses unless some blanlk-et clearance absolviHB the tdeca.st-ei is obtained iSemnd ol two stonei, on Tele- •I'moil Shou-inan>,hip ■ne.rl uieei.-t, I Blast 'Shack' lonsideralion that is most deplor ; able. ! ,,lohn T. M..dMahus. .01' PM, pointe^d j I out th<rt b\ Oclobci 19«5 a total of I 14J(i;02:i men had :been idisohai'j§ied fiom the aimed sei\ice« foi menlal- I emcrttonal disoroer.s more than 2,- 1300 000 men and women were re-^ I icKtied foi thc^ sci vices because ol I menfal-emononal disopdeir«; and. in \ ai)4<» thene were SiOO.OOO poisons in , U S mental itistitiitions. "Every one ] , of thos(> people neefls or wall neod | mental care" McManus wiote ' •'Whethc-i then- gel it oi not depends in lame part on the confidence of the Antcrican people in the methods iind adminisn'ators ol mental cai'-e," Ci It ic then goes mi to stale that the psvchiati ist in the film uso.s : ■■^fnariy cif.-|he tt'chh'.iflues iri' wftieh' ,onh iect<ntl\ people ha\'e begun to ,1^a\e confidence and respect They I keep hci i films \ ictim ) dulled with s-ed.ilis t... pound her subconscious i Wilh , hypnfrtic talk. , whisWer . and . shout into her helpless ibrain that She ! if. .losing... her mind.. There are ,hypo ' needles, 'ihtravfinoiis ' ,in|«!Ctlolis. .'■SiU the paraphernalia and piotision ol 'therapy; ■ ' "MEUOW AS A SUNNY MOitNING" PRODUCT IS AMBllCA'S . MOST POPULAR illMISiCEY \ In CliL, L.A., and in tfao fitidb—tbeiduidtey that's {;ettiiig ical8.'nio^ ' real «aj«yiii«i»t ^af fijivoy gliine" . . ^ iiiiiake your next ''jdriaJk' :S(xcNL£Y.;^!iS,eseFve.!.' FEIST DOUBajlS OR 'DEm' Hollywood, March 12. rdij, rt isl docs ,1 double choic, as sci-iptci directoi on RKO's .i'oitheom iiig "The Devil ■ Thumbs a Tilde • I aid/rto.gell vviil pi''Odi.ice, ©riginal I.-!.toi\i'' Wi)''* iutfl.'.ored,by Robert I)u$oc<'I BLENDED WHISKEY «11^.65% grain jMsMialfliiriu. ■ SdmaAef Disiilkn Cwrik^N. Y.C^... '.^ " . SCHENLEY