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. .

armies under Alex- . .

|&r conquered th%worldl


. .

ox We^t Coast Theatres


were born of unity of desire . .

and thought and adtion. Unity . .

of heart made them the pbwcr


they are. The unified dream
became a fadt. v %'S/
And when fadt becomes real-
ity then, if ever, unity mu^t
. .

UNI continue. For the life-breath


of the circuit is advancement.
And advancement comes only
when each individual, each in-
By
tegral part of the circuit. desires .

Harold B. Fr and dreams and thinks wisely. . .

And adts in unity with in co- . .

The power of unity is irresist- operation with the operating . .

ible; head.
Unity built Fox West Coast Unified desire of mankind to
Theatres!!
Our orgaitf ation moveS||^|j|;
W rule the world brought control
|)fwliving things.
the concerted power of a loco- U nified need for swift trans-
motive like that giant moun-
. . portation brought ships, trains,
tain of co-ordinated steel .
which thunders toward you . Need desire thought . . . . . .

hot pulsing
. . swift. You . . adlion, brought into unity are , .

catch a breath-taking glimpse of irresistible.


the forces of man v ® erfectte .. United we stand. One man
unified. 7Uv>; , c JrH " controls the throttle of the loco-
Men making a locomdtive . . motive. But alone he cannot . .

work with unity, think, dream, * drive it oh forever. Another


act .. with unity. * muSt fire. Another mudt -govern
Draughtsmen strain oyer the cars that follow. Men mudt
drawings. Foremen encourage guard switches. Place lights and § I1§!1
their artisans. Ironworkers tend roads, oil bearings thou- . . mm
deep in fiery found lies ^ieam .
.
sands must bend their efforts
with :
''.sweat and ambition’ tow ard '^^I^Hg keeping the
r
. .

create the power of which other locomotive thundering on in . .


:

men dream. In the slIfjyDS . . a control of one man.


new power is rising;.,, mldcvp^^ Fox West Coa^t Theatres is
cold steel with a heart of unity a mighty vehicle. It is a mighty
and .unity. train . in unity of thought and
:

of action; thought . . .

The 'dretfeS^thin^s' e ver &c-;i *


attioif it will keep driving on.
complished by ma^^^^^^ie In unity lies out hope for
brought about through u gjf^ . . p^jgtess''
Unified strength built the pyr- success; t
llllll

amids.

NOW

NOW
Published by

Fox West Coast Theatres


SIXTY MORE
visional
vision
quired
theatres,
office,

over
Miller
which has super-
the recently ac-

besides
and Midwest
a St. Louis
F.W.C. President
Los Angeles, California

• HOUSES IN
divisional office
tion over the Missouri
with jurisdic-
and Il-
Introduces 7Vew
HAROLD
President -General
Howard Sheehan
B. FRANKLIN
Manager
CIRCUIT
linois theatres.

No figure
nounced, but it is
has been an-
understood
Fox Film Mead
Vice President that the purchasing price was •
over $4,000,000.
Frank Whitbcck
Director Advertising • Publicity Includes Theatres in The new properties include Also Hails H. L. Clarke Directing
• Four States ten theatres in Kansas City,
EDDY ECKELS Editor and odd theatres located in
fifty Business Genius
C. J. Vei-HALEN Managing Editor
• Harley L. Clarke, Presi-
the towns of Atchison,
• dent of the Fox Film Cor- Chanute, Clay Center, Coffey- • WHISPERINGS have died away . . the malicious
poration, announces that nego-
Gus McCarthy
Associates
KIRK (Art)
ville, Concordia, El-
Salina, tongue of Rumor is stilled ...
have been consum-
Special Representatives
BERT ADLER, New York City
tiations
mated which bring under the
dorado, Hutchinson, Lyons,
Ottawa, Pittsburg and Wichita,
Now come the cheers now comes . . order- —out of
DAVE DAVIDSON. Chicago Fox banner the Midland Cir- chaos!
H. E. JAMEYSON, Kansas City Kansas; Boonville, Brookfield,
BOB HARVEY, San Francisco cuit of theatres, located in the
Carthage, Lexington, Marshall,
The name of one man
the influence of big busi-
. .
EDDIE FITZGERALD, Seattle
middle west. ness . . has brought normalcy . . permanence . . to an
Moberly, Nevada, Sedalia,
Harold B. Franklin, Presi-
Springfield and St. Joseph in
organization that was filled with whisperings.
dent of Fox West Coast Harley L. Clarke sits firmly . . solidly . . in the
The THEATRES, has been negotiat-
Missouri, and Ft. Madison and
Muscatine, in Iowa. chair as President of the FILM FOX CORPORA-
TREND ing with
Flerbert
M. B. Shanberg and
M. Woolf, of the mid-
west properties, for the past
four months, and completed
tive
The new
on May
deal will be effec-
10th.
TION.
Clarke brings with him a masterful career in big
business and . these days .
. no old fashioned
Of the Times the transaction after a confer- K. C. Theatre weakling survives . in big business.
.

ence with Mr. Clarke. The very name of Harley L. Clarke steadies an
• Managers of the Southern The new circuit will be Is Acquired organization because . need welcomes comradeship
.

meeting.
California
Whitbeck
Division had
stepped
a
added to the
THEATRE
Fox WEST COAST
• Harold B. Franklin an-

with success.
organization, and a
nounces that Fox West Clarke has been successful because he is a modern
right in that meeting and
up special division office will be .-. because his methods of business of finance are
said: “Fellows, is there any- Coast Theatres have made . .

established in Kansas City, with


thing can do to make
we Now another step toward the Atlan- the methods of today. Clear . clean forceful and . . .
M. B. Shanberg as chief divi-
more valuable to You? Have tic Seaboard with the acquisi- resourceful.
sion executive.
you any suggestions to make?” In the Franklin jurisdiction
tion of a new theatre in Kansas Names that are synonymous with international
And one fellow without City. The Neptune The- enterprise have been associated with the name of
there is now a Kansas City di-
even scratching his head blurted atre, of that city, was brought Harley L. Clarke and these same associations

. .

right out in meeting, “Yes, into the great FWC circuit on these aides and attributes of success now become
make it a daily.”
We’re looking for that fel-
V the 8th of
tiations
May, through nego-
closed personally by
the stimulation to order and solidity that firmly,
wisely, intelligently guides the — FILM COR- FOX
low and both of our hip pockets H. B. Franklin.
PORATION.
are bulging. Asked Harry Hart-
isn't unknown to the motion
Harley L. Clarke
man which one of his managers
picture industry . to the executive heads of pro-
wanted to wish that much
work on us. Without even duction, distribution and theatre management.
hemming or hawing he said, When any captain of industry registeres national
“Isn’t this lovely golf weather.” success then that man . . and his business methods
But we’ll get him yet. — are known . . and respected.
The world of the motion picture welcomes and
From the central west one of respects . . the advent of Harley L. Clarke into this
the managers reports thusly on industry.
exploitation. “Nothing except
and 11x14
FOX WEST COAST THEATRES welcomes . .

the usual one sheet


. and appreciates
. the association of Mr. Clarke
. .
Tried opening this house
with our own organization.
. . .

3 changes a week but it’s . . .

too hard to sell them the silent


Naught hut good permanency and success
. .

pictures even at 15c these days can come from Harley L. Clarke as president of the
. .perhaps a little more pa-
.
FOX FILM CORPORATION.
tience and this theatre might His business wisdom . . his great power in the
make a dandy drug store.” financial world . . his brilliant executive acumen
will lead the FOX
FILM to new CORPORATION
• Over in San Pedro, Doc heights . . . greater endeavor . . . his work in organi-
Crews, who runs the Fox zation . . progressive expansion will place the —
Cabrillo
ducts a chatty
Theatre,
column every day
con-
company . . solidly and permanently in first posi- —
tion in the motion picture industry.
in the paper. You see, it’s the
way in which he advertises. Doc
has developed a style all his own
which we believe is being read.
It’s interesting.
the President of Fox WEST
Coast Theatres.
But ... he recently told of
a big love-festwhich was to be
NORTHWEST “Tremendous times are
ahead for the Motion Picture
put on at his theatre for a local
leader who was leaving for
Industry,” the message said,

greener pastures. The big shot DIVISION “Fox West Coast Theatres
will get its share because our
was good copy for Doc, but
what we can’t understand is man -power which has kept us
why in the same ad Doc should MEETS ahead of the field for years will
continue to keep us there.” In
talk about Such Men Are Dan- •
closing, H. B. Franklin’s mes-
gerous and Let’s Go Places.
We hope the Big Tire and Enthusiasm Marks sage declared, “I see nothing
but great days ahead.”
Spot-light man didn’t take it Region Gathering Howard Sheehan delivered
personal.
Personal words by Harold to the conference further com-
B. Franklin opened the Divi- munications from Harold
• Victories that cost little
sional Conference in Seattle, Franklin. “About the financial
worth little.
are
Washington, at a luncheon in structure — Mr. Sheehan said,
the Olympic Hotel, on April “a happy solution seems to have
• HARLEY L. CLARKE, President of the Fox
Film Corporation brings new vigor to the mo- 28th, when Howard Sheehan been arrived at.” And later,
tion picture industry. Thoroughly grounded in the read to the 36 managers and of- “We are now on the verge of a
fundamentals of finance, production and exhibition,
ficers present a telegram from great era.” Earl L. Crabb pre-
his influence presages tremendous future develop-
ment in all branches. sided at the conference.

NOW

Civic "Leaders
Extoll Career
Of F.W. C. Chief

At Hollywood Breakfast Club's
Enthusiastic Gathering
# As Living evidence of the in presenting and putting over
higu esteem in which Harold successfully pictures produced
B. Franklin, President of Fox at the various studios.
West Coast Theatres, is Through the courtesy of
held by his friends and asso- Fanchon and Marco, de-
ciates in motion picture
the lightful entertainment was fur-
business, over two thousand nished, including the LOEW’S
people from all parts of the STATE Band, under direction of
state of California gathered Georgie Stoll, an adagio team
Wednesday morning at eight from the Fox Studios, and
o’clock in a state-wide demon- many other acts, topped, of
stration Los Angeles
at the course,by the SUNKIST BEAU-
Breakfast Club, to pay their TIES who took the audience by
respects to the genius for whom storm.
“Harold B. Franklin Month” Mr. Franklin was then pre-
during May is now being cele- sented, by Dr. Von KleinSmid,
brated. with a bronze lamp, suitably
This gathering comprised decorated and significant of the
executives from the various mo- tenets of the Breakfast Club,
tion picture companies, such as as a memento of the high esteem
Louis Mayer of Metro-
B. in which he is regarded.
Goldwyn-Mayer, Joseph M. Harold B. Franklin, deeply
Schenck of United Artists, Sol affected by the demonstration
Wurtzel and A1 Rockett of Fox, accorded him, pointed out that held at the Jefferson Hotel at
and many other representatives. he was simply the head of an • RARELY does the world-famous breakfast Club
steed, Ham, welcome such a powerful group as which time a telegram from Mr.
It included Governor C. C. organization to whose great- Joseph M. Schenck, Harold B. Franklin, Governor Harold B. Franklin was read.
Young of California, Dr. Rufus ness —
as well as his own rank C. C. Young, Baron Philippe de Rothschild, and
Louis B. Mayer.
Mr. Franklin expressed him-
Von KleinSfflid, President of in the field of showmanship self as being greatly pleased
the University of Southern every individual member of with the outlook for the im-
California, more than twenty Fox West Coast Theatres suggested as a director of the different position in the life and mediate future. The large num-
members of the Superior Court had contributed to the fullest State Chamber of Commerce, by commercial phase of a town ber of especially fine pictures of-
panel of the Los Angeles Coun- measure. He
paid his respects to Harry Chandler, publisher of than does the amalgamated sys- fered promises fine spring busi-
ty Supreme Court, including the executives and members of the Los Angeles Times, and the tem of retail enterprises. ness was his opinion.
Judge Carlos B. Hardy. Repre- the organization, and expressed State Chamber of Commerce It is a business stimulant. Speakers at the dinner were
senting the City of Los Ange- his gratitude to the men and many
put stamp of approval on
its It is the focal point for Mr. J. F. Mansfield, assistant
les, Fire Chief Ralph E. Scott, women gathered to pay him the suggestion by electing H. people, both of the town and to Mr. Franklin, who urged
and Chief of Police Roy Steckel. honor. B. Franklin director by unani- in many instances from sur- that problems of Summer be
Baron Phillippe Rothschild of Maurice DeMond, founder mous vote. rounding towns. Many mer- met early before the hot weath-
the internationally famous of the Breakfast Club, delivered chants find a location near a er actually commenced.
banking family of Paris, now the closing remarks, stressing theatre very favorable to their Mr. Reid, who for the first
on a world tour, paid his re- the fact that this was one of time since FOX WEST COAST
spects to theFox West Coast the most enthusiastic gatherings CIRCUIT THE business. Theatres are heavy
tax payers, their expenditures in THEATRES acquired the houses,
chief. Executives of the Fox ever assembled at a Breakfast the town run high in advertis- had all his managers together,
West Coast Theatres, in- Club function. Photographers,
cluding Howard Sheehan, J. J.
Franklin, J. J. Sullivan, Charles
representing the
themselves in obtaining photo-
press, busied WORD TO ing, electricity, help, etc.
sibly of all outside
they invest more money in the
Pos-
interests
expressed himself as being very
happy over the new connection
and explained at considerable
Buckley, H. G. Delabar, and graphs suitable for their various town in which they are situated length the benefits of being as-
theatre
directors
managers and publicity
of the Fox West
publications, and
such as seldom assembles to pay
a meeting BE USED than any other type of busi-
ness.
sociated with such a progressive
organization.

Coast Theatres and repre- respect to a showman had ad- Where theatres play vaude- E. C. Rhoden, Midwest Di-
sentatives of the press. journed. In Referring to the ville or other live attractions vision, who attended the meet-
Fanchon of FANCHON AND additional money left in the ing as guest, spoke briefly con-
MARCO, and distinguished Theatre Group is

and
town through the hotels firming Mr. Reid’s remarks.
guests, men and women nota-
• Because Others who spoke were T. E.
bles in allwalks of life, were IS DIRECTOR some
of agitation
sections of the country
in restaurants.
Under no conditions use the Yemm, assistant to Mr. Reid;
allpresent to pay tribute to against chain stores and other word "chain.” Circuit is the Caesar Berutt, booker; H. S.
Harold B. Franklin. chain enterprises, it is Harold proper designation. a Rutherford, division auditor;
Reverend Jimmy Brougher
was Toastmaster, and Louis B.
OF STATE B. Franklin’s instructions that word grown up with
It is

the the- H. E. Jameyson, publicity di-


under no conditions is the Fox atrical business. rector.
Mayer and Joseph M. Schenck West Coast Circuit of the- At the conclusion of the
acted as hosts for the occasion.
Addresses of praise extolling
C. OF C. atres to be referred to as a talks an “open forum” was

the personal virtues and show-


“chain,” either in conversation
or any written matter. MANAGERS IN held in which everyone ex-
changed experiences, problems
manship genius of Harold B. Another Honor for The word circuit is to be and ideas. So interesting did
Franklin were delivered by Dr. used. this part of the meeting become
President
Von KleinSmid and Governer While no movement has been CONVENTION that it was only adjourned on
C. C. Young, and were broad- # AMONG other honors con- made by any of those opposed account of the necessity of many
cast over Radio Station KFWB. ferred on Harold B. Frank- to the “chain” idea in com- managers catching mid-night
Louis B. Mayer dwelt at
length on the life of the Fox
lin during the Month of May
which is being celebrated by all
merce against the theatre situa-
tion, it is believed the better
AT ST. LOUIS trains.

West Coast Theatres •


presi- theatres in the Los Angeles Di- policy is to eliminate in every # THE great thing in this
dent, from his early modest vision as Harold B. Franklin way the idea of chain in con- Talk Over Problems world is not so much where
beginnings to the present high Month, was his election to a nection with Fox West Coast we stand as in what direction
rank which he holds in the in- directorship of the State of Cali- Theatres. And Make Plans we are moving .
— Oliver Wen-
dustry. He praised his human fornia Chamber of Commerce. The power of suggestion in #T. St. Louis divi-
A. REID, dell Holmes.
qualities and his democratic Culminating two years of the word may some point
at set manager called all his
sion
virtues. Joseph M. Schenck, in progressive business leadership off a spark that would do in- managers into St. Louis, Tues-
a brief, witty speech, remarked on the west coast, Harold B. estimable damage. day, April 22, for a series of
on the keen showmanship of Franklin, President of Fox In an analysis of the situa- screenings and dinner.
Mr. Franklin, and his ability West Coast Theatres, was tion the theatre occupies a much In the evening a banquet was
a —

NOW

being conducted in
All Los Angeles
beauties is features marking the month.
each theatre by means of Enthusiasm is running high.
special trailers and heralds. The month will be productive

Unites to Honor Screen tests


Metro-Goldwyn-Mayer Studios
and
being awarded by

FANCHON AND MARCO


of many good things. Business
will be increased
publicity will be reaped
materially,
by the

H. B. Franklin contracts are stimulating scores


of
'

ambitious young ladies to


enter in each theatre. Prelimi-
nent merchants have been con-
tacted, and the value of prizes
to be awarded is enormous.
page, prestige will be enhanced.
But most important
loyalty of spirit of cooperation
will be the

nary contests will be held in The Hunt extends over the inspired by Mr. Franklin’s
the individual houses on the entire period of the observa- leadership.
Theatres in Demonstration nights from May 12 th to 15 th tion month. A special pamphlet Managers vied, with each
inclusive. Final ^election will of directions has been prepared other in devising novel exploi-
to Chief’s Leadership be made in the fore-court of that contains all information tation stunts. Among the many,
the Fox Chinese Theatre necessary to participate. Just as
one of the most unique is a card
@ The General
committee the month and are paying trib- during the following week. an example of how the stunt is
originated by W. O. Record,
in charge Harold B.
of ute toMr. Franklin’s sterling This feature will be preceded made most fascinating may be Jr.,of the FOX WlLSHIRE
Franklin month in Los Ange- citizenship and business genius. by a parade of beautiful floats, gleaned from the following THEATRE. Using the four suits
les is doing a wonderful job. The Los Angeles Chamber of one from each theatre, bearing sample direction: in a pack of playing cards and
Mainly, through splendid Commerce is arranging a bril- its winner, through the streets "Go north from theatre one and printing the picture in place of
publicity in metro- liant testimonial banquet and one-half miles to where you see a
stories all of Los Angeles. Winners will the missing word, the reverse of
drug store with a blue Neon sign
politan and neighborhood Mr. Franklin will be further prizes Loew’s
receive their in upon which the sun does not shine the card read: “You may be-
papers, supported by effective honored in that world famous STATE during the last week of after four o’clock in the P. M. Turn many you may
trailers,just about every one shrine goodfellowship
of — the the month.
west from
distance a
drug store and travel the
dog can run in one-half
long to
wear many
a club,
diamond, you may
a
in Los Angeles knows that Fox Breakfast Club. The Treasure Hunt differs minute at full speed on your left have a big heart, but you don’t
West Coast Theatre man- All Los Angeles Fox Thea- radically from the ordinary. after you have made three about faces
need a spade to dig up the loca-
agers have dedicated the month locate a store with a red awning with
tres are united in insuring the The air which
of mystery with tion of a Fox West Coast
of May to their chief. success of two great stunts — it is surrounded makes it more
the trade
same, the
name
first
"A” and the letter next
in
letter
light
of
letters on
this name is Theatre.”
Motion picture executives, Bathing Beauty Talent Con- intriguing. That popular to the last
Speed Borst of the Fox
civic, fraternal and industrial test and a gigantic and unique is attested
it

by the fact that al-


is
is —
“B” in the window is a picture
of a beautiful movie star. Ask the BELMONT took the old calen-
leaders have officially recognized Treasure Hunt. The search for ready more than 300 promi- operator of this store for a pink card dar idea and made it the inner
with his initials on it."
pages of his program. Fleading
Each week a different group it “Harold B. Franklin
of business houses are publish-
Month,” the features booked
ed. Patrons visiting all, getting
May were printed
specially for
a pink ticket, signed by the under the dates. Many special
owner, will be adjudged win-
programs were published,
ners.
prominent among them being
Individual houses, also, are
one arranged by Tom Mc-
arranging special programs and
Donald of the Fox Westlake.
The general committee is

deeply gratified with the spirit


in which every Los Angeles
employee, from division man-
ager to the humblest usher, has
entered into celebration month.
The sincerity and good will
marking every effort is indica-
tive of one splendid fact the —
unity of Fox West Coast
Theatres.

• WHEN Bill Connor, man-


ager FOX ST. HELENS
THEATRE Chehalis Wash-
, ,

ington, puts on a stage


wedding it practically be-
comes a civic holiday. Not
only did he promote $800.00
worth of gifts for the bride
and groom, but he predomi-
nated the papers for more
than a month, even broke into
the Tacoma press. He went so
far as to secure a honeymoon
trip in an airplane for the
couple. Bill did it up brown,
and by the way he is the fel-
low in the upper picture wear-
ing the iron hat.

MAY 14TH
19 3 0
• WHEN “The Rogue Song”
played the W ARFIELD
THEATRE, San Francisco,
Dick Spier, manager of that
house planted the striking
window display shown at top.
Music houses are keen for
this sort of co-operation. It
boosts production songs and
Tibbett records

• EIGHT hundred dollars is


rep^kented in the window
shown^W right. These are
the weamng presents promot-
ed by £1! Connor for the
stage wed&ng held at ST.
HELENS THEATRE, Che-
halis, Washington. Other pres-
ents included clothing

• CRACK drill team of the


J 07 U. S. Marine Corps
Reserve which amazed patrons mmm
LSONARB
of the FOX RAYMOND
THEATRE, Pasadena, Calif.,
as guests of Dick Moss, man-
ager, when they appeared JQUH W.
there in connection with DOOH&
showing of “Hit The Deck,”
with their speed and
expertness
NOW
— —
Stage 'Wed Pair
ment on a car, gas, oil, a spare ing merchants appreciated the scheduled The Rogue Song
tire, kitchen cabinet, table event. was the inspiration for Peterson
lamps, electric range, farm “I feel that this public wedding, to write to about twenty clubs

Highly Honored and with the cooper-


cultivator
ation of Conner, Rev. W. L.
Kechley was secured to tie the
gave out theatre wonderful publicity.
Every merchant who had a tie-up
with us is more than satisfied, and
they all are looking forward to
and musical societies, calling at-
tention to the week and also to
the picture that he was provid-

By Whole Town knot gratis.


The wedding night was per-
fect. The Forest Degree team,
another co-operative stunt with the
Fox Sr. Helens Theatre.
“The only thing needed in the
whole affair was, more seats. We
ing. The
his letter:
"I am
second paragraph of

writing to you as one who


turned away over five hundred peo-
of which both are members, is interested in the finer things of stage
ple.”
and screen —and since you are presi-

As Stores, Theatre, and Friends


acted
tendants.
as bridesmaids and at-
A house packed to
dent of the Sunshine Society to give
you an ‘inside’ as to the problems

happy of the theatre. What you and I would
Shower Them With Gifts
the rafters with
of theyoung couple showered
friends
GOOD STUNT consider artistic ofttimes proves
‘flop’ from an attendance stand point.
a

them with rice and old shoes. Therefore it devolves itself upon you
# STAGE weddings are not Of the many couples who Conner had saved his best and me to interest those of the com-
rare,
which
but the manner in
BillConner, manager of
harkened to the
Teeter and Mr. Leon-
Priscilla
call, Miss gift as a surprise. He
for the bridal suite in Chehalis’
arranged OVERCOMES munity who appreciate
tions,
made
better produc-
to the end that they can be
profitable to the theatre; there-
the Fox St. Helens Thea- ard Henricksen were selected to finest provided an auto
hotel, by insuring frequent showing here in
tre, Chehalis, Washington, march down to the town hall Bremerton of the classics of the
arranged and promoted his is and accept the license which
to take them there and then a
guard in the corridor to see
CRITICISM screen.”

is an artistic bit of showman-


unusual. Clerk John W. Boone issued that the young couple were not •
ship as it puts the question of
It cost him nothing to secure without charge. Then unlike disturbed. The following
front page publicity for three most bridal couples, they were morning another auto took
Newspaper Seconds presenting the finer kind of pic-
tures directlyup to the patrons.
weeks. Even the ad with which permitted to go about town them to the airport where they Manager’s Plan
The Bremerton Searchlight
he announced the event was and select their own presents. took off in a St. John Airplane
contributed by the paper. Three Priscilla and Leonard knew to Portland, their first honey-
# In The columns of the lined up with Peterson’s gag
Times, residents of Palo strongly. In news and editorial
double trucks were run through just about what they wanted. moon stop.
Alto, California, have been columns it urged its readers to
the cooperation of thirty mer- Various merchants presented Everybody was satisfied. The waging a bitter battle as to the show that Bremerton appre-
chants who also gave the bride them with suits for the groom, happy newlyweds could not propriety of showing many ciated and wanted more pictures
and groom more than $800 gowns for the bride, shoes, thank Conner enough. His let- talking pictures to children. of this type. Attendance assured
worth of beautiful and useful furniture, electric range, bank ter, in its concluding para- Without expressing his own Peterson of popular support in
presents. account, groceries, down pay- graphs, tells how the contact- opinion, the editor printed hun- the continuance of his en-
dreds of letters, both pro and deavors.
anti.
However, Manager George
Teckemeyer of the Fox VARSITY
Theatre gave the controversy A MAMMOTH
much attention, and by an-
nouncing the formation of a
Mickey Mouse Club for special CAKE FOR
children’s Saturday matinees,
he apparently has successfully
solved the problem. Treating
the matter in a special editorial
PARTY
the Times says:
"Giving an ear to the complaint Shared by Many of
often heard from parents that the best
programs in local playhouses are pro-
vided on school nights only, whereas
The W ellwishers
the Saturday matinees are the occasions •A City-Wide birthday
which best suit the children’s sched- party marked the first anni-
ules, Manager George Teckemeyer of
the New VARSITY THEATRE, has
versary of the Fox Theatre,
launched an enterprise which he hopes Seattle, Washington.
will meet this criticism. He plans to Under the leadership of man-
inaugurate a series of talkies, specially
selected for their suitability for
ager Lou Golden, the first year
juvenile entertainment, and will pres- has been just about all that
ent them on Saturdays. The forma- any one could wish. Seattle has
tion of a club among the juvenile
patrons for the purpose of assuring a
taken the Fox unto itself and
continuity interest is a detail of the made it its own. Appreciating
project. the loyalty of his patrons,
“The public has been abundantly
critical in discussion of theatre matters
Golden provided a gigantic
when disapproving of particular pro- birthday cake and set aside
grams. It is only fair then that the Thursday evening, April 24th,
public should be duly co-operative
with the theatres in the showmen’s for a big party to which he in-
efforts to do something to remove any vited all Seattle. The mob
of the usual sources of objection. that turned out, made cutting
“We hope that the Mickey Mouse
Club project of the new VARSITY the cake a mathematical prob-
Theatre will prove appealing to the lem of much difficulty.
parents and children as satisfying and Business firms and civic
wholesome fun for the juveniles, and
that it will not be a losing venture leaders united in extending their
financially for the theatre.” congratulations both Fox
to
West Coast and Golden. Of
course, Lou saw to it that the
newspapers were furnished with
LETTERS ARE plenty of publicity and pictures
of the cake. And to further
demonstrate the true showman,
SENT MUSIC be it known that the cake was
• UPPER picture shows how contributed by Manager Frank
Art Wenzel of FOX UP- W. Hull of the Olympic Hotel.
TOWN, Los Angeles, took
advantage of Boy’s week. Per-
haps you recognize Jackie
LOVERS The birthday party was a
wonderful event from all view-

Coogan, Phillippe DeLacey, points. Lou looks upon it as
and Dickey Kilby. J. J. Frank-
lin’s son, Stanley, is in front
Stimulate' Patronage outstanding inasmuch as the
was prac-
of flag. Lower picture shows
Everett Sharp, manager, FOX For Music Week cost to
tically nil.
the theatre

THEATRE, San Bernardino,


explaining sound to the boys. # The First week of May Best of all were the many
This picture clicked in the was National Music Week. testimonials and compliments
press. Apparently only a few man- which Golden received from his
agers noted it and of those who great mass of steady patrons.
did, Lynn L. Peterson, man- By letters, telegrams and phone
ager of the Fox Rialto Thea- calls, Seattle showed its appreci-
tre, Bremerton, Washington, ation of the splendid entertain-
MAY 14TH profited most. ment which the FOX THEATRE
19 3 0
A lucky break in the picture has continually provided.

NOW

"Minister Warmly
are in constant demand not only
for public appearances, but they
have featured in many motion

Approves Action pictures.


In full dress uniform, they
repeated their rapid-fire manual

of Theatre Men of arms and close order forma-


tion drill
RAYMOND
on the stage of the
between shows. As
• two of the company officers live
in Pasadena, great popular in-
Who Made Possible the Success terest
pearance.
was aroused by
A packed
their ap-
house
Of Holy Week Services greeted the marines.

good done
§ As A Result of keen fore- real
humanity,
that
by the
is

men
being
whose life
for

sight and action on the part make • SEVERAL striking windows


work is to others happy. It is
were landed by Lou Golden
of \V. C. Mitchell, manager of also gratifying to note that the man-
power behind the theatre of today as
when he played “The Rogue
the Campus Theatre, Berke- Song” in Seattle. He even
compared to the manpower of the
ley, Calfrorma', Fox West theatre of several years ago, consists
crashed a paint store window
for a striking display with
COAST prestige is greater than of the finest type of manhood:
Laurel and Hardy who appear
“Particularly is this true with the
ever. in that production.
managers of the BERKELEY FOX
Simply by offering the Berke- West Coast Theatres. We find
ley Fellowship of Churches use thesemen behind every movement for
the improvement and general better-
of the CAMPUS in which to
ment of this community.
hold special noon-hour Holy “The executives of this wonderful
Week services won the com- organization are of the highest caliber
in the land. We are fortunate indeed
plete admiration not only of
in having theatres in our city super-
the participating clergymen, but vised by such men as Harold B.
public and press as well. Franklin and Mr. A. M. Bowles.
“The church people of Berkeley
Letters from four pastors, Rev.
can well give these theatres their
Oswald McCall, First Congre- hearty support.
gational Church; Earnest A. "Let us bow our heads in thanks
for his blessing that has led us to the
Trabert, St. Michael’s Lutheran solution, in solving our problem of
Church; Lincley H. Miller, St. where we would hold our Holy Week
Church and Jacob services. Let us bow our heads in
Clement’s
thanks, to these men who have made
Trapp, First Unitarian Church, our Holy Week service possible.”
all highly commend Mitchell.
Probably the finest apprecia-
tion was the conclusion of the
Risky Stunt
sermon of Rev. E. W. Blak-
man on Good Friday. The
Is Big Booster
minister said; $ Distribution of free tickets
“In conclusion my friends, I want is usually pretty risky busi-
to take this opportunity to extend ness.However, Bill Fairchild,
our deepest appreciation to Mr.
Mitchell, the manager of this theatre,
manager of the Fox LINCOLN
for his hearty cooperation in donat- THEATRE, Cheyenne, Wyo-
ing this beautiful theatre for our ming, worked out a scheme
Holy Week services.
that redounded decidedly to his
“It is too often that we
much
neglect to observe and appreciate the advantage.
On the Saturday preceding
the opening of Montana Moon,

TICKERS SET in
Stores,
with Servey
cooperation
he gave a special chil-
dren’s matinee. Nearly 1800
youngsters jammed their way
IN A LOBBY into his
saw
1250 seat house. They
dandy show, had a won-
a
derful time and as they passed
ATTRACT out each one was handed a
ticket which admitted him free,
if accompanied by an adult, to

Heralds in Financial see Montana Moon.


both board and public money
Street Help Too the
The
work.
free tickets
The
came
surely
kiddies
did
School Students spent for
worth while.
such instructions is

Will Stage Own


•A Strikingly appropriate back enmasse, some of them
Already in the press,Berta
bit of ballyhoo was worked bringing along three and four
is running his preliminary
by Ray Deusern, manager of grown ups. The opening Sun-
stories, building up interest in

Elaborate Show
Loew’s State Theatre, Los day was the biggest day the
run of
the night. He is pulling a
Angeles, during the LINCOLN has enjoyed in weeks.
smart trick by using the pupils
Caught Short. Arrangements The opposition house, present-
as press agents. Each student is
were made with the Western ing an ace picture, played main-
supplied with blank post cards
Union Telegraph Company, ly to empty seats. That the gag
on which he writes a message
who supplied two high speed
stock tickers for the lobbies.
was
the
efficient
fact that
may be noted
Fairchild says
by To Convince Board That Special about the show to his friends.
Operating from a strong
Instead of the usual stock re- business increased every day of Courses Are Worthwhile foundation practically insures
ports coming over the wire, the the run.
Berta a packed house. Not only
— “Your
automatic machines continually • Planning an All High and dancers. More than seventy
that, but it furnishes him with
admission School Night just previous
ticked
tickets
off
buy a million shares in
Marines Drill to the closing of schools for
five pupils will participate.
Berta is playing the game
invaluable contact with the
laugh stocks at Loew’s STATE.
After Parade the summer vacation is one from two angles — the box of-
schools for future events.
Berta not only demonstrates
See and hear Polly Moran and stunt that Tom Berta, manag- fice and prestige contact. The
a complete knowledge of pres-
Marie Dressier get rich quick #A PARADE of thirty auto- ing the Fox Rialto Thea- school authorities are with him
tige building. In two ways he
on the stock market and then mobiles carried the 307th tre, Rocky Springs, Wyo- one hundred percent. To them
is doing something different
take a tumble with the crash Company, U. S. Marine Corps ming, figures will bring in a it is a grand opportunity to
permitting the schools to believe
RAYMOND THEA-
in Caught Short,
comedy talkie. It's
their
a
first

howl of
reserve to the
TRE, California,
Pasadena,
lot of additional business and
win him much favorable pub-
show results attained
music and dancing teachers. In
by the
they are indebted to him and —
sending in his plan of operation
hilarity.” which Dick Moss, the manager, licity. Rocky Springs, as in many before the event occurs. There
A neat little folder herald, arranged as a ballyhoo for Hit Also he is showing the prop- other small towns, it is always
is still time before school closes.
labelled “How to make money The Deck. er spirit by sending in his plans a battle to convince the school
B. C. and A. D.,” distributed The marines, one of Cali- now before the event occurs. board of the necessity of em-
in the financial district of Los fornia’s crack show organiza- He is planning a show that will ploying these special teachers.
Angeles also aided materially in tions, have won themselves a feature the local high school But in combining with Berta,
boosting business during the wonderful reputation for the orchestra, soloists and mixed the principal and teachers will
week. expertness of their drilling and choruses from the Glee Club have an opportunity to show
— —
NOW

#A Distinct problem
HERE'S
itself
Ex-Wife. The only story re-
semblance they have in com-
.

things
. nor racy and

for the love of Heaven
. . above all

you
HOW
because there is no synonym
can’t say ‘former wife’ or
. .
® YOU
/ Top
Greates
with Me

will note in the advertise-


ments given you on this page that
I

in the playing of The mon is the cause which


. .
. don’t use the word “hot” in
. ‘late wife’ or ‘recent wife’ . . . they are all made up from illu
Divorcee. separated the leading characters connection with it. it just doesn’t run off the tongue tions of the production and are Half - <!

It is this .... of the novel. The Divorcee is beautiful . . . it doesn’t look good in print tone cuts. This is the first time in

.

Permission to film Ex-Wife Now then . . if we advertise it is beautiful in theme . . it is it make sense.
doesn’t these pages you have been shown an
( j

jf

was given with a definite un- “taken from the novel Ex-Wife” beautifully enacted beauti- Maybe you will think we advertising campaign consisting pf

. .

derstanding that no mention of ... we are deliberately advertis- fully produced it is far above are merely hiding behind a half-tones only. No line drawings
the book be made in the adver- ing an untruth the story was . . any cheap method of advertis- subterfuge . . . maybe we are are offered you. The reason for this
tising. This obligation con- not taken from the novel . . ing that you might be tempted but our intention is honest. is that the stills of the production
cerned the Metro-Goldwyn- the theme was merely suggested to use. Personally I don’t think. . lend themselves so admirably to ad-
Mayer studio and they, in their by the novel. In the months to come we need to depend upon a refer- vertising lay-G*vtsi and they further
advertising, have lived up to If we advertise “this is the The Divorcee is going to rate
screen version of Ex-Wife” . . . as a classic! I mean this ... it
then we are piling censorship is — a classic.
troubles on our head and . . . Do you
think Norma Shearer
Wewill be flying in the face was good in Their Own Desire,
of the very organization that The Last of Mrs. Cheyney or
every film producer distribu- . . Mary Dugan? You haven't seen
tor and exhibitor is paying the real Norma Shearer until

. .
. .

the organization that is try- you see her play “Jerry'' in The
ing to correct apparent, and Divorcee.
malicious, evils in our own
business. 9 NOTE these ads note the

. . .

We. of Fox West Coast sense note the way


of them
we used word Ex-Wife. the
Never do we refer to Ex-Wife
as the title of a book from
which the picture was taken . .

because it isn’t necessary — the


copy sells the picture . . the
starand the story.
Never do we capitalize Ex-
Wife nor do we quote Ex-Wife
but we use the word ex-wife

• THIS is a two column cut.


For reproduction here it
was reduced. All other single
column cuts on this page are
really two column measure
for your use. Every cut is
of course available to you in
mat form. When ordering be
sure to refer to mat number
to facilitate handling at this
end. This cut is Mat No. 136.

• READ the copy in this ad.


It has power. Power to
pull woman patronage. It is
a picture that will inspire
copy such as this and it will
the spirit and letter of the con- also get the tongues to clatter-
tract. ing for that most valued of
We, of Fox West Coast all ads, word of mouth. You
can have this cut by ordering
Theatres, must share in this Mat. No. 137.
obligation, because we owe
our moral support to the Hays
office and to the promises made

by M-G-M.
There is still another reason • NO need to point out the
and this is truthful — and . .
ads.
high lights of each of these
You as a showman rec-
decent . . advertising. ognize it as copy and lay-out
The Divorcee
not Ex-Wife that has a strong appeal. They
is
T HEATRES, can sell this splen- are all designed for your use
. not by any stretch of the
.
designed to bring people
imagination the —
only thing
did attraction
sincere and dignified
in an
manner
honest,
. .
. .

into your theatre. We repeat


every cut is available to you
they have in common is the fact
we can secure for ourselves a in mat form. This cut is Mat
that the story of The Divorcee No. 138.
worthwhile profit and, at the
was suggested by the story of
same time, we can set an
example to the rest of the coun-
try by the integrity of our
methods.
MAY 14TH The Divorcee is not a sensa-
19 3 0 tional story ... it isn’t sexy
. — —

NOW

Piit ... Norma Shearer’s Latest and


Over "The Divorcee’
sty- Must Be Handled Carefully ... Intelligently...
It
-

o Reference to Book. too Fine for Cheap Exploitation


^ by Frank Whitbeck
. .

y
give the impression you will want to ence to the book to make the 28 sheets and you like ours you your editor
see don’t

. . . .

tmt over on this production of it be- engagement successful I think give us your requisition and tell him it is a serial of Ex- every woman will want to

. .

modern, of a high standard in the title, the star, the support- we’ll ship at once. (See cut of Wtfe because it isn’t it is the suffer as Jerry suffers . . they’ll
both production and story, ing company, the director and billboard on another page) story of The Divorcee. when
| laugh she laughs . . cry
i All cuts are two columns in width, the strength of Metro-Gold- Please use these ads. I think when she cries because
j
|
excepting the large center illustra-
tion. It was necessary to reduce the
wyn-Mayer as producers — will they have more selling power
• In Reference to the 7 Jerry is a very
. .

human, and
carry you on to an unusually than the press sheet ads. By column ads. The one repro- lovable, young
Let woman.
: two column ads to one column meas- profitable engagement. saying this ... I don’t mean to women
patrons know
duced here will make an ex- your . .

ure for reproduction here. Bear in haven’t seen the exchange take anything away from the
I
window
:

cellent or tack card. here’s a chance for a good, old


mind, however, when ordering these billboard on The Divorcee. I M-G-M The
i
copy. press sheet Do you want any? We are not fashioned cry.
cuts, that they, are all made to lit a don’t know if it is better than ads were made up before any strong for this type of adver-
two column newspaper size. ours or not —
but if you need one had seen the picture . . .
tising unless it is exception-
. .
• I Bought . . and read . .

we've seen The Divorcee and, ally well done but this copy . .
Ex-Wife in September of
I think, we have caught the so striking so different
is . .
1929 was then in its
. . . it
spirit of Miss Shearer’s great might be good idea to use
it a it. fifth edition. This is May, of
performance and, in addition,
the importance of the picture as

1930 can you imagine how
9 Don’t . . .
many copies of the book have
a production. Please don’t gag this pic-
. .
been sold since then?
ture. The Divorcee isn’t the If this is true . . . then build
# Visualize these ads as 2x10 kind of picture that you can a huge book for the top of your
not as they are shown here gag .... Don’t have matinees
. .

marquee. Copy the same colors


. 1x5. There is a punch line
.

in every ad there is a punch . .


for divorcees

or grass widows
or things of that sort. Keep
. .
of the book jacket BUT do —
illustration. The make-up of to the dignity of the attraction.
the ads — the entire spirit back To the average woman . . a
of thecampaign is different than good cry in a theatre is a re-
anything we have ever given freshing treat. That’s why
you. Camille stood the test of time
When you use these ads . .
on the legitimate stage every . .

you may be sure there will be woman wanted to think of her-


nothing like them on the page self as Camille. They’ll do the
of your local paper. same thing with The Divorcee
We have mats and cuts of
three 7x20 ads. This is studio
. not exchange
. . . copy. All
three of them (one is shown in
the center of this page) are
great . . they are different . . in
make-up and design. Send for
mats if you need them.

9 We Have a serial story . . in


six chapters . . on The
Divorcee. Can you plant it? It
is yours for the asking. When

With
JUSTIFIABLE
PRIDE...
Metro-Goldwyn-Mayer
presents its latest con-
tribution to the progress
of the talking screen.
Here in one surging pre-
sentation is a living and
breathing adaptation of
Ursula Parrott's widely
HERE’S TO LOVE TED • A NICE balance of white
talked about novel. No . . . as an ex-wife look for space has been maintained
picture or play can sur- me where the primroses in each ad without crowding
grow ... I’ll take my out- copy, at the same time there
pass it for beauty, drama, ings in the subway and is sufficient copy to get a sell-
modernness and impor- my excercise in the night
clubs from now on
. . . . . .
ing message into it. Each ad
tance. Supporting Miss you are the oply man in has a space left in it for the
Shearer are, among oth-
the world... to whom my insertion of play date and
door is closed... and such
theatre name. "When ordering
ers, Chester Morris, Con- is the philosophy of
the above cut ask for Mat
. .

rad Nagel and Robert THE No. 140.


Montgomery. The
tionof RobertZ. Leonard
direc-
DIVORCEE
And here is a girl you re
places him squarely in
newer known before ... a
• GREAT care was exercised not use the words Ex-Wife. In
the first rank of talking
picture makers
NORMA SHEARER
Here is the story of l r-
in selecting stills for these
ads. You will note each is dif-
their place . . say — suggested
by a famous novel by Ursula
sula Parrott the heart . . .
ferent, bat modern and spell-
cry that startled America
ing refinement. They indicate Parrott.
a picture that has been lav-
ishly produced. When order-
STARTS WED., MAY 14
ing mat at left ask for Mat.
No. 138. For cut above order
Mat No. 139.
MAY 14TH
19 3 0
NOW
9
views.
number
offered
THIS
contributes

by
There
week

of opinions,
Charlie
but
is

the different
a
two
Bugle

plentiful
however,
wom-
pre-
Unb i ased Opinions Passable.
interest.”
California
Women: "This
all
his
Children,

the Paramount stars,


Council
film

or her ‘bit’ in a very interesting


6 to

is
of
a
12: Little

Catholic
revue for
each doing

Relaxing, interesting and humorous. with humor; laughs galore. One that and entertaining manner. Some good
en’s clubs. Family picture.” all can enjoy. Large and excellent
comedy hits, the whole being a wealth
Women’s University Club, Los contributing cast. Amusing for adults
of good material. It is part in black

Previews By Charlie Bugle


Angeles Branch of American Assn, of
University Women: “A penetrating
satire which is’ very amusing,
sparkling
with
humor and excellent acting
tions,
vulsed
etc.
with
The audience was con-
laughter throughout the
and children.”
Daughters of the American Revolu-
tion: "This musical comedy, farcical
in treatment, is the story of a beauty
and white and part technicolor. Ruth
Chatterton’s
the
contribution
most outstanding.
probably

“A
colorful, interesting and en-
to recommend it. It will appeal to entire film. Family picture.” contest winner, who, with her mother tertaining revue. Suitable for family
adults more than Ado- and manager, crash the gates of Holly-
The Big House lescents, 12 to 16: Little interest.
to children.
wood, giving an insight into the
use, but of little interest for younger

M-G-M. Children, 6 to 12: No interest.” Framed filming of pictures. Romance is inter-


children.”
National Board of Review: "A
Los Angeles Dist., Calif. Congress spersed with lilting musical numbers, colorful, and
R-K-O. Cast: Evelyn Brent, interesting amusing
• THIS is the working title. A better of Parents and Teachers: ‘‘An amus-
Regis Toomey, Ralf Harolde,
and Keaton’s clever comedy in an revue introducing many Paramount
one to be figured before release.
is ing comedy. The playing of the stock amusing extravaganza. Action drags
Wm. Holden. Footage, 6046; Jack Oakie and Skeets Gallagher
stars.
The picture is a peach. to the Up market by two boarding house keep-
running time, 67 minutes.
toward the end. Dance numbers in- make very entertaining masters of
minute prison story, but not a ser- ers who are ever at odds; the love troduced lower the tone, cheapening ceremonies. Family audience (12
mon. It’s one hundred per cent enter- affair of their respective children, • DAUGHTERS of the American Revo- an otherwise good picture. For aver- years up).”
tainment and includes some great furnish the theme. Very well exe- lution: ‘‘Another stereotype crook age adult audiences.”
comedy. The cast looks like a Holly- cuted, extremely amusing to adults story, in which the daughter of a man General Federation of Women’s
wood casting directory. Wallace Beery and
young
adolescents, but beyond the killed by a policeman finds that love
policeman's
Clubs: “This clever musical farce Around the World
and Chester Morris, together with child.” for the son proves with its slender plot gives the history,
Robert Montgomery, hog the center California Council of Catholic Talking Picture Epics. Footage,
of the stage and give wonderful per- Women: ‘‘This is the funniest farce 5000; running time, 55 min-
comedy of the year, filled with side- utes.
formances. This will surely be one '•*>

of the outstanding pictures of the splitting wise-cracks, diverting situa- • GENERAL Federation of Women’s
year. Look at these names: Zasu Clubs: "Aerial travelogue. Beyond
Pitts, Karl Dane, Dewitt Jennings, imagining in the art of production,
Mathew Claire McDowell, Ed-
Betz, and in entertainment and educational
die Foyer, Lewis Stone, Leila Hyams, values, is this talking picture of the
J. C. Nugent, Fletcher Norton and epochal flight of the Graf Zeppelin,
more like them and each one is im- during its eleven days’ adventurous
portant. air voyage from Lakehurst, N. J., via
It ran ninety three minutes last Friedrichshafen, Tokio, Los Angeles,
night. May be slightly shorter when and back to Lakehurst. The pictures
finished. Directed by George Hill. of Chicago alone make it a valuable
asset to visual education. Recom-
mended for all ages and Junior
Women Matinees.”
Daughters of the American Revo-
Everywhere lution: "Under
auspices of the Hearst
Newspapers. This epochal film of
Fox. newsreel type is an historical achieve-
ment, establishing the value of travel
% A MELODRAMA with many songs
pictures to the world. This modern
featuring
J. Harold Murray and thriller is a notable step toward
Fifi Dorsay. Story of the Foreign cementing the nations in a closer
Legion of the French Army in Moroc- understanding and mutual admira-
co. Battle with Arabs in the desert. tion. One sails in majesty through
French cabarets. Big male chorus and banks of clouds, over land and sea
any number of fine numbers sung by rounding the globe in eleven days,
Murray and Miss Dorsay. The cast having bird’s-eye views such as the
includes Clyde Cook, Ralph Kellard, forests of Siberia, the island of Japan
Rose Dione and George Grossmith, (with its rousing welcome) the
all well known
actors of the speak- wonder cities of our own country in
ing Directed
stage. by Alexander their orderly beauty and prosperity.
Korda. Ran eighty three minutes of The value of such pictures to posterity
which perhaps ten or fifteen will be cannot be estimated, and is heartily
cut. A
good program picture until endorsed as outstanding entertainment
these feature players are made for the for families.”
screen. Los Angeles Dist.. Calif. Congress
of Parents and Teachers: "An histori-
cal epoch. The most illuminating and

Caught Short scientific advent. Twelve days of flying


to circumnavigate the globe, an un-
M-G-M. Cast: Polly Moran, paralleled feat, of absorbing interest
Marie Dressier, Anita Page, to all humanity. For adults, youth
Charles Morton. Footage, 6759; and children: Interesting.”
running time, 77 minutes. International Federation of Catholic
Alumnae: “Commander Rosendahl
• DAUGHTERS of the American Revo- outlines on a map the route followed
lution: "A light and highly amus- on the air trip. Life on board the
ing comedy concerning two boarding giant Graf is pictured interestingly,
house competitors, who, playing the and the colorful panorama below is
stock market, temporarily acquire amazing and breath-taking. Suitable
riches, which involve them and their for church hall entertainment or
two children in many hilarious situa- • THIS original drawing of Norma Catholic school showings.”
tions. Recommended as lively enter-
Shearer will not only be of service
tainment for the entire family.” to you when showing her latest success
General Federation of Women's “The Divorcee,” but is such that it
can be used with any of her produc-
The Texan
Clubs: ‘‘This slapstick comedy por-
tions. It is a splendid piece of art and Paramount. Cast: Gary Cooper,
trays the part the Wall Street crash
comes in three columns. Of course it Fay Wray, Emma Dunn, Oscar
played in the lives of two boarding
is available to you from the Los An- Apple. Footage, 7513; running
house competitors. A typical Marie
geles office. Ask for Mat No. 134. time, 83 minutes.
Dressier and Polly Moran picture.
• DAUGHTERS of the American Revo-
lution: “The story of Enrique, a

Mov
• NUMBER
i
SIXTY-FIVE.
cto
Total
nc
• NUMBER SIXTY - SIX.
News King
stronger than revenge.
tainment only.”
Fair

Women’s University Club, Los


enter-

Angeles Branch of American Assn, of


University Women: ‘‘A night club
young bandit, who pretends to be the
long-lost son of a cultured and
wealthy widow, but esteem for his
benefactress and her lovely niece soon
turns to love. Redemption of char-
Eclipse of Sun Filmed by Movie- George goes to Football Game hostess swears vengeance against a
. . . acter is shown as he resolves to re-
tone Lick Observatory Scient- His Majesty Receives Great Ovation police official for the death of her
. . .
main always, and not destroy their
ists View Unusual Spectacle at from One Hundred Thousand Fans father in a racket war. She strikes at
humorous and cherished illusion. A well developed
him through his son who is ignorant serious, of the making
Comptonville, Calif. Edda Musso- at British Association Final in plot, good acting, beautiful South
of her police record. The happy end- of a star. The photography is good
lini Weds Just Before
in Rome . . Wembley Stadium . . . Visiting and the characterization is well done. American scenes and quaint interiors,
Ceremony Kids Serenade II Duce, Fans from Germany Graf Zep- ing weakens any moral involved. make
. . .
Family picture.” excellent entertainment for all
Father of Bride . . . Mussolini’s pelin is First Foreign Dirigible to Adolescents, 12 to 16: Not advised.
California Council of Catholic the family.”
Honor Guard Salutes Newlyweds at Fly over England Since Great War Children, 6 to 12: No.”
Women: ‘‘An amusing comedy. Too General Federation of Women’s
Saint Joseph’s Church. Lord Derby His Majesty Rewards Arsenal Los Angeles Dist., Calif. Congress Clubs:
. . .
sophisticated to be used for Junior This oldtime Western film
Comes Here to Settle It Famous Team Bringing Cup to London for of Parents and Teachers: ‘‘A detective
. . .
Matinees.” is taken from O. Henry’s Double-
British Sportsman, Seventeenth of First Time Since Nineteen Twenty- story with Miss Brent as the heroine
National Board of Review: ‘‘For Dyed Deceiver and tells of the life of
his line, Welcomed by Commissioner one. Milady will use Kid this Sum- who discovers love is stronger than a young bandit who is persuaded to
family audience. Junior Matinees.”
Whalen and Joseph E. Widener. mer . Newest Fashions in Foot-
. .
desire for revenge. Good cast and well go to South America to pose as the
Coolies Coal Ships on C. O. D. wear include shoes for All Hours portrayed. Theme is one that will
runaway son of a wealthy and aristo-
System
mand Wages
Singapore Laborers De-
. . .

as Each Basket of Fuel


in Soft Leathers. World Financier
is only Thirty-five . Meet Pierre
appeal to discriminating adults only.
Youth, 14 to 18: No interest. Chil-
Paramount on cratic Spanish widow. This film is
rarely
. .
well photographed, produced
Goes Aboard. Towns and Cities Quesnay, New Manager of Great dren 8 to 14: No.” Parade and acted. This above-the-average
Threatened by Forest Fires Air . . . Bank of International Settlement in National Board of Review: ‘‘For western story will please all who en-
View Menacing Blaze Burning
of his Paris Office. Forest Fires Rage the mature audience.” Paramount. All star cast includ-
joy this type of film. An unusual
over Wide Area Throughout Long on in East Blazes continue over Educational Screen: ‘‘Adults: Good ing: Ruth Chatterton, Paul
. . . Western. Adults and adolescents.”
Island Volunteers Battle with wide area doing much damage in of its kind. For youth, 15 to 20: Muni, Maurice Chevalier, Helen
. . .
Los Angeles Dist., Calif. Congress
Fires Burning Toward Suburban South Jersey. Japanese Typists need Doubtful. Children under 15: No.” Kane, Mitzi Green, etc. Footage,
of Parents and Teachers: “An ex-
Towns near New York. Row and Good Eyes Fair Stenogs of Nip-
7282; running time, 80 min-
. . . quisitely. lovely picture of dramatic
Away Waistlines Go . . . New York pon use Machine with Complicated utes.
and artistic value.
Girls Slenderize atop Chanin Tower Characters Open Air School
. . .
Free and Easy • WOMEN’S University Club, Los
Locale
from Texas to South America. The
changes

High and Dry in New Exercise in Tokyo. Spanish Royalty Take Angeles Branch of American Assn, regeneration of a young bandit
Device. M-G-M. Cast: Buster Keaton,
Part in Fete . Queen Victoria . . of University Women: ‘‘The title is through the maternal love of the
Anita Page, Trixie Friganza,
Dons Native Andalusian Costume to an excellent summary, for many mother of the man he impersonates.
Ride in Feria Festival at Seville
Robt. Montgomery. Footage,
. . . Paramount stars pass in revue, the Very Commendable, but theme beyond
King Alfonso Prefers to use Car 8413; running time, 93 minutes.
whole being a wealth of amusing and young child. Interesting for adults
. .Colorful Sevillian Dances are
. • LOS ANGELES Congress
Dist.* Calif. interesting material. It will have the and youth. 14 to 18.”
MAY 14TH Feria Feature. of Parents and Teachers: “A usual appeal of this type of enter-
19 3 0 typical Keaton comedy, sparkling tainment. Adolescents, 12 to 16:
National Board of Review: “Suit-
able for the mature audience.”
— -

NOW

%THIS is the twenty-four sheet on “The Divorcee,”


mentioned by Whitbeck in “Here’s How” this

Showmanship . . . By Divisions week. This striking piece of paper is available to


you from the Los Angeles office. Those using paper
of this size will find it a strong bit of advertising.
It is forceful in design and copy.

% WATCH for report of show- riding a bicycle, playing a jews harp


will lead Mr. Mouse.
Cadets to hold a parade and exhibi-
tion of their models in the foyer and
manship Council next week Baker believes that these stunts lobby of the FOX EGYPTIAN. The
ore from the Southern Mines to Tule-
on the subject of “Good-Will
Building.”Among the members
should create interest, and quite
naively winds up by stating that he
Boise High School Band played for
the parade, during which two air-
burgh —
now Stockton. But with the
coming of the railroad and the wear-
Birthdays
will find out definitely on May 17th. planes from the Boise Flying School ing out of the mine, it was abandoned
are men who have had consid- circled overhead and dropped thou- • Fox West Coast Theatres ex-
on a deserted ranch. There it stood,
Manager Fox sands of circulars. The only cost to tend congratulations and best wishes
erable experience in that direc- • Being of the untouched for years. Recently, it be-
THEATRES in Centralia, Illinois, is the theatre was for half the printing to the following members of the
tion and their views should came a prized relic of Stockton’s
organization whose birthday anniver-
just an incident in the life of G. W. E. bill. Pennzoil paid the balance and pioneer days and after Turner was
prove interesting. Griffen. He is also mayor of the town. also provided the planes. through using it, the old wagon was
saries occur between the dates of
In addition to that he is a sort of a turned over to the San Joaquin Coun-
May 14th and May 21st.

perpetual Santa Claus to the chil- ty Historical Association for preserva- 14TH
St. Louis dren. Easter week, he ran a couple of
special matinees, admission to which
So. Calif tion.
Walter Peck,
L. Card Writer,
General Office, L. A.
• FOR THOSE who are planning to was one egg. The eggs were turned • The Topical title of the Polly • After Driving continuously for
100 hours. Miss Chevrolet spent Theodora McGurik. Cashier, Oak-
inaugurate Mickey Mouse Clubs, it over to the Elks, who colored them Moran-Marie Dressier comedy
her six hours of rest in a special
land, Oakland, Calif.
might be well to follow the ideas ad- and then distributed them to poor Caught Short enabled Manager W. L. first
roped of the FOX OAK- Alice Harbison, Costumer, F. 8 M.
vanced by Gerald Baker, FOX LIN- families. Just a short while ago, he Doudlah of the FOX THEATRE, Po- off section
LAND THEATRE lobby. Manager Costume Co., L. A.
COLN THEATRE, Charleston, Illinois. had another series of special matinees, mona, to get up a snappy double
His club will not hold its first admission to which was a sack of coal. truck cooperative ad in the Ponoma Frank R. Newman had arranged with 15TH
meeting until May 17th, but here are In all six tons of coal were furnished Bulletin. All firms and merchants
Montgomery-Ward Company to in- Bernard E. Loper, Manager, Bard’s,
a few of the things done by Baker to needy families. Last Christmas wit- a luxurious bed room suite and
stall
found the two words ideal to get over Glendale, Calif.
to arouse interest. Has contracted the nessed another one of his specialties. there the pretty miss slept soundly.
their messages in every thing from
P.-T. A. associations, the principals This time a truck load of toys were Her
next public appearance after 1 6TH
groceries to punctured tires. Caught
of the schools and all teachers of the garnered in for kiddies whose Christ- Short was at the head of every ad
completing the grueling test was also Montana. Ludwig, Usherette, North
lower grades who are teaching the mas otherwise might have been bare. in the FOX OAKLAND. This time on Park, San Diego, Calif.
and each one carried a reference that
children to sing the Mickey Mouse it was playing at the CALIFORNIA.
Monday evening, she stepped upon Jacob Lustig, Manager, San Carlos,
theme song. During the week preced- the stage and was interviewed by L. A.
ing the formation of the club, he will
have a large-sized cat, disguised as a
Atlanta • CELEBRATING
was a regular
its
circus
third anniversary
week for the
Hermie King. Of course Phil Phillips
made sure that the theatre figured
James De Vaney, Doorman, Capi-
tal. Yakima, Wash.

mouse, parading about the streets in • MAPPING out a schedule of twenty


Fox CALIFORNIA THEATRE, San Di- prominently in all the advertising and
1 7TH
the vicinity of all schools. boy A ego. Manager Bob Cannon didn’t let publicity run about the young lady’s
things to do in inaugurating his Esther B. Scott, Asst. Cashier, Mis-
keep cool campaign is going to keep
any bets get by at all. First, of course, exploit.
arranged
sion, San Jose, Calif.
Rocky Newton of the FOX THEA- he for an
outstanding at-
traction commemorating such an im- 18TH
TRE, Atlanta, Georgia, sweating to
accomplish them all. However, Rocky
has a habit of accomplishing every-
portant event and secured The Rogue
Song. He played that up heavy from
Northwest Robert E. Church, Asst.
Egyptian, Long Beach, Calif.
Mgr.,

The house was especially


thing upon which he embarks and it’s
a cinch he's not going to miss out
all angles.
decorated and Cannon with a nose for
• HERE’S how Russ Brown, manager
of the Fox McDonald and Rex
1 9TH —
You may belong news had pictures made showing his Henry Gunson, Doorman, Warfield,
on any of his outlined items. Particu- THEATRES, Eugene, Oregon, hits on
to many larly in Atlanta, where it does get hot.
usherettes, laying the new carpets. The all pictures.
San Francisco, Calif.
He goes all the way down the list McMarr
gantic
grocery stores donated a
birthday cake, topped with
gi-
Vagabond King — ran large ad- Haden A. Piner, Information, Di-
vision Office, San Francisco.
from change of house lights, trailers, vance campaign in all papers, plugged
three candles, and the theatre neigh-
You may wear newspaper stories, radio broadcasting, it heavy over the radio. Used picture 20TH
borhood was invited to join the party
many Frigidaire and ice company tie-ups,
when it was cut. Mayor Harry C.
coloring contest in paper and had Edward Gates, Doorman, U. C.,
to icicles on outdoor billboards and good response. Tied up with Philco Berkeley, Calif.
Clark presided at the initial slicing
for every notation, there is some good dealer for publicity in press and also Richard Manning, Asst. Mgr., Rose-
and when he laid down his knife,
window displays. Tied up with music
gag planned. mary, Venice, Calif.
You may have a Everything is zippy with coolness.
nary a crumb was left.
displays. Tied up with music stores Dorothy Reeves, Publicity, 8 D, T
big Rocky’s only lookout is that some in song and record business. Oakland, Calif.
wise-cracking columnist doesn’t pull
San Francisco Said No
Girl ——
Used puzzle mat Howard Fraizier, Janitor, General
that old story of his organist being from press sheet wonderful re- Office, L. A.
found frozen to death wrapped up in sponse. Started Mickey Mouse costume Dorothy Miller, Cashier, Imperial,
But you don’t
a fur coat. • YEARS ago a prairie schooner was contest. Long Beach, Calif.
need a not an
streets of
uncommon
Stockton.
sight
Today
upon
it
the Alias French Gertie —
Exploited this Gerald Gilbert, Asst. Mgr., Strand,
is.
one big. Capitalized on popularity of Pasadena, Calif.
up the location of a
to dig
Fox West Coast Theatre Montana During the showing of the Light of
the Western Stars, Nick Turner of
Bebe Daniels. Had a big lobby decora-
tion with crook idea motif.
Lyman Shelton, Card Writer, Gen-
L.A.
(over)
• AIR-MINDED managers have been
the FOX STATE resurrected an old
time freighter for a ballyhoo. As such
Light of the Western Stars This — eral Office,

able to work out some very good was a natural, but we gave it the
it was good. But in tracing its his-
tie-ups with Flight. The biggest works. Used big atmospheric lobby.
tory, it became a valuable piece of
THIS novel throw - away juvenile activity in Boise, Idaho, is Tied up with book stores for Zane
O publicity for Turner.
card was designed and used the American Air Cadets, an organiza- Grey windows. Local radio gave us
In the gold rush days, it carried
by W. O. Ricord, Jr., Wilshire tion of boys deeply interested in avia- considerable help which was most
Larson contacted with the beneficial in outlying districts.
Theatre, Los Angeles. tion. F. P.
? — ! — a

NOW

NOWS DAILY FEATURE SYNDICATE PAGE


Offers You This PRIVATE LIVES OFSCREEN
STARS'
Weef( in These They’re couple of old timers.
a
But they’re good. There’s nothing
Marie Dressier and Polly Moran
screen comediennes cards
w BY SHELLEY

and spades
FOP.D

and still beat them.

Six Featurettes MIRTHFUL MARKET MIXUP


spring-chickenish about Marie
Dressier and Polly Moran. They've
contributed much to the success of
Marie explains her success this
way. "It isn’t so much what one
does as the way one does it. I be-
DEPICTED IN M-G-M’S several recent pictures. Now they
• “CAUGHT SHORT” WITH have their own Caught Short.
lieve in order to burlesque, one
must first know and understand the
MARIE DRESSLER AND Both of them have long featured
Many Interesting Features in all POLLY MORAN

American theatricals,
mate and pic-
both legiti-
original character being harlequincd.
That’s all I do. I have a sense of
humor and 1 make it work for me.
of Which the Marie Dressier RUMOR D. W. GRIFFITH TO
MAKE TALKIE OF FAMOUS
ture.
played
They’ve
every-
Also, young man, I’ve been troup-
ing around for about JpPC years.
“BIRTH OF A NATION.” thing from I’ve seen about all' the tunny peo-

and Polly Moran Feature •


tank towns to
that seventh
ple in the world, both on the stage
and off. I’d have to live about 200
ANITA PAGE AND CHARLES heaven of the years to transfer
“Caught Short” Is MORTON SUPPLY ROMANCE
IN WALL STREET WOW
trouper the — all the funny
things I’ve seen to the screen.”
Palace Theatre, New York. Each Learning how Polly Moran con-
“CAUGHT SHORT”
Mentioned •
has had a batch of European tours
as a side dish.They’ve both dabbled
trived to be so whimsical
so easy. Apparently she
was not
has no
WILLIAM HAINES TO MAKE in every branch of stage art. Some- definite plan. hops into She just
STAGE HIT “REMOTE times they were stars, and then her role, plays it as she would,
CONTROL” AS NEXT again when evil days fell upon should the same things be happen-
l’ by akI K. M-G-M PICTURE them, they just worked for eating ing to her in real life.

AIL ABOUT POLLY MORAN CO-STARRED


WITH MARIE DRESSLER IN
“CAUGHT SHORT” WON
• money.

ple
Neither one’s career has
been a bed of roses. And what they
don’t know about entertaining peo-
simply isn’t.
the
Here they are in Caught Short.
Theyears that should be marking
twilight of their
really just the dawn.
careers is
Teamed to-
Caught Short Perhaps the trouble lay in the
A picture by
. .

SCREEN FAME IN MACK Strange, isn’t it, that now they gether they will contribute much
that name . . fact that producers were tying
.
SENNETT’S “SHERIFF NELL” should be paired in making such an
.

to talking comedy. One is a per-


opened my eyes. And possibly it themselves in knots trying to be
opened the eyes of a lot of well
. . . .
COMEDIES uproarious comedy as Caught Short? fect offset for the other. So much
different I don’t know just how close either like the old maid aunts that all of
informed Hollywood producers.

After all they used to get a one is to the age at which the dar-
Caught Short was a simple little kick out of the buffoon in Shake-
. .

“CAUGHT SHORT” ADAPTED ing Doctor Osier once remarked


us have. They bring the fun in our

story suggested by Eddie Cantor's speare who whacked the people FROM EDDIE CANTOR’S that mankind
own lives right home to us.
book. They gave it to Polly Moran with a bladder. It seems to be in
HUMOROUS BOOK ON all should
chloroformed, but I do know this
be It is predicted this team of com-

and Marie Dressier. These two people to enjoy seeing someone


STOCK CRASH — they
ediennes will be seen in more comedy
. . still can give quite a few 1
vehicles during the coming
modern Malaprops proceeded to get a wallop in the eye with a • year.

unwind the old slapstick, crates of fistful of custard. FRANKLIN BECOMES


H. B.
eggs, and custard pies. They made When Marie Dressier, in Caught DIRECTOR OF CALIFORNIA
an old fashion bam-wham comedy. Short drops a nickel into the flour STATE CHAMBER OF
Lots of the heavy brains of barrel and does some hilarious COMMERCE
Hollywood —my own included.
.

antics trying to get it out


.

you’ve •
I’m ashamed to say — took a look at got to laugh — . .

DUNCAN SISTERS NOW AT


Caught Short
"Bologny”.
. and said
that’s all.
And when Polly Moran gets off
some of her "elegant” mispronuncia-
WORK ON THEIR SECOND
TALKING AND SINGING
AbOUT STUDIOS ^ PLAYETiS
Y rOAA WOOD £>

"That old hokum?” we asked tions, she’s as funny as Mrs. PICTURE FOR M-G-M They can talk all they want advent, the silent stars were supposed
disdainfully, "can you get away Malaprop managed to be. The • about certain big tragic scenes jerk- to bow their way out gracefully.
with that custard pie stuff? . . old hokum is just as funny as it MARIE DRESSLER ing the heart strings of everyone The Broadway gang was going to
Give us room to laff! This is ever was. COSTARRED WITH
1930 — —1900!”
And then
not In the old days when the Key- POLLY MORAN IN “CAUGHT
on the set from supervisor to second
assistant property boy, but I got
give
just
them
how
a
should be done, and
it
few object lessons in

and wowed
the picture
’em! . .
went out
That’s the
stone Cops ran three and hopped
one, when Ford Sterling wore
SHORT” IS HAILED AS
AMERICA’S GREATEST
a real laugh out of the making of
Caught Short. Not through any of
then—
might
they cared,
well, they if
come back and hold some-
|
bitter pill . . it floored the public! square glasses, and smacked Charlie STAGE COMEDIENNE the many hilarious sequences, but body’s hat.
Just before talking pictures Murray with pastry there was
That’s true. The
. .
• simply through the costumes worn newest find is somebody by the
came movies were in a bad way.
in, laughter on the studio lot as CHAPLIN CONTEMPLATING
. .
by Marie Dressier and Polly Moran. name of Bill Hart. He affects a
It’s open secret, now. Movies
an well as on the screen. In these THE ORGANIZATION OF Such antikees! couple of guns and hairy pants.
g
1 were on the greased skids. The days when they measure a laugh
. .
NEW FILM COMPANY TO • Let me see. Where have I heard
public was tired of them, it seemed. out beforehand, with a slide rule PRODUCE SILENT PICTURES Somethings I’d like to see — that name before?
In any case, with all the quick wits and a pair of callipers the zest, . . FEATURING FIVE BEST talkie version of Tol’able David; •
in all the world to pick from, and humor, gusto, is lacking. KNOWN PLAYERS BESIDES Charlie Chaplin and Jackie Coogan Either the millennium is at hand
all the modern innovations they Caught Short may teach the pro- HIMSELF in The Kid again; myself sitting in or the picture must be good when
could think of the Hollywood ducers to inject a little more of the
. .

o the gallery at any ten, twent’ and stars not


Tzars were standing on the so- after you to
in it chase
rowdiness that is both funny, and ANITA PAGE APPEARING IN thirt’ show; soft-hearted studio
a tell you about it. That’s what
called brink of oblivion. clean. “CAUGHT SHORT” IS gateman: a picture that studio of- happened to me while browsing
DIRECT FROM RULING LINE ficials admit is not so hot; Roscoe about the M-G-M lot. Marion
OF SPAIN Arbuckle in anything at all: best Davies told me that if I wanted to
of all. one of those old time Key- see something funny, should
MACK SENNETT stone Komedy chases. into the black room
I

where they
slide

DEFINITELY CONCENTRAT-
ING ON TALKING COMEDIES • were running off some of the
If you’re in a hurry to do any rushes of Caught Short.
WITH MODERN AND fancy stock market gambling, slap
I did.

3> GLOP./A I
AS SEEN ON HOLLYWOOD BOULEVARD
JOY TIMELY THEMES

on your hat, dash out to any thea-
tre playing Caught Short. Take
She
lustily.
s right. I laughed loudly and

PUBLIC PLUNGES HEAVILY •


heed of the serio-ludicrous experi- If this be true, the future holds
Caught Short is a new slang # IN MARIE DRESSLER’S AND ences of this Dressler-Moran duo.
cepted So she found herself on the none but bitter days for the poor
phrase that has taken Hollywood
!

POLLY MORAN'S STOCK OF Then run home you can


curbing of Hollywood Boulevard
LAUGHS IN M-G-M'S as fast as press agents. The latest from studio
by storm. It has incorporated itself and the much coveted dress being and put another safety-pin on the sanctums that personal
into the queer jargon spoken on the put safely back on display in the
“CAUGHT SHORT” old sock.
is exploita-
tion of stars and featured players is
Boulevard. Stars, extras, prop men window —
herself an unwitting vic- • taboo. "The play's the thing.” said

— — "Ennyhoo” — “Be
even directors are saying it. tim of the phrase Caught Short. There’s something queer about Mr. Shakespeare, and so say the
"Oh Yeah” Marie tells this story on Polly these out-loud pictures. With their moguls, too.
Yourself” "Believe it or not” with just a gleam of malice in her

—Hollywood
are phrases
all that eye. “It was a beach party way
Boulevard have picked used until up the coast and Polly had just
they frayed at the edges and
then purchased a new swim

Has
suit for the
discarded for newer catch words.
Caught Short is the latest slang
occasion — one of those new fit me
month, but many fall by the way-
side after their first production.
Be-
Moran Opus. might cheat you We
out of some surprises. Suffice it to
tight you know. Polly, by
affairs,
phrase to be adopted by this most cause of the large mortality among say Marie and Polly play the stock
the way. is very proud of her
famous of streets.
Have you ever been Caught
curves. Well, we arrived decided
to take a dip in the ocean.
— these embryo picture makers, the
writing craft named that particular
market.

Polly's
Short section of studios "Poverty Row.”
I asked Miss Dressier. "Well suit was nowhere to be found.
With due credit, we might add,
all
When one ponders and Wonders
now,” she countered, "before any- Having brought along an extra one what might have happened to
Hollywood with myriad of
its however, that an occasional pic-
one can have the least bit of success myself for just such an emergency, the many names pictures made
in Hollywood
park bench and

they must sit on a I big heartedly offered it to her.
publicity men. newspaper repre-
sentatives and picture authors are
ture
from
of unusual
these
merit emanates
studios. They are also
famous in the past and which have
starve, you know.” After surveying herself in the glass dropped not only from the screen
I drew
that. Despite
my own
Miss Dressler’s reticence,
conclusions from with it on —
she would have none
of it. The only other extra suits
quick to label every phase of the
industry. When the independent
termed "quickies”
usually necessary to make them in
because it is
but from our memories and then see-
ing Marie Dressier in such great
producers with their limited fi- a very short time because of the
there a story going the rounds
is belonged to some of the men in
nances, sought demand by the makers of pic-
that supposed to be authentic. the party. So poor Polly sat on the
studios, it was limited money available.
is tures one is almost converted to
Marie, while strolling on the beach —
and vowed that never again
would she be Caught Short as far
noted concentrated more or
they
less in the spots which were used
All of that,

however, does not
the idea that the speaking stage
Boulevard saw a very exclusive little originally by the big companies.
does something to children and its
shop and displayed therein was the as a bathing suit was concerned.” apply howling comedy
to that gives them something that simply
The outstanding producers having Caught Short with Marie Dressier
cutest dress that she know would After the laughter had subsided.
built immense studios to care for
will not let them be pushed aside.
just So she approached a sleek, Miss Dressier adjusted her hair and and Polly Moran. Metro-Goldwyn- Marie Dressier has
fit.
their bigger productions, had to not been
satiny saleslady and asked to try naively added "I forgot to mention Mayer are the producers of this relegated to simply character parts.
desert their first properties, rent-
on the model. It was a perfect fit I packed Polly’s bag!” picture in their vast studios cover- It doesn’t matter what sort of part
ing them out to those who did
and Marie decided to take it with
her.To her chagrin her purse did — get
The moral
Caught
of this
Short.
tale is —Don’t not have studio facilities.
ing many acres out in Culver City
with every modern convenience
is given to her or what picture
she is appearing in, the character she
These independent makers of and employing some of the highest
not contain the desired amount of And thus a new fad phrase is pictures kept the old studios busy,
portrays is always outstanding.
money and checks were not ac- priced writers and directors in the She gives it
born. some can be seen there month after a personality and a
industry. sparkle that is always refreshing.
It would hardly be fair to at- She predominates the screen in every
tempt to describe the Dressler- scene in which she appears.
=

NOW

Stepping with
Fanchon & Marco's
. .

BOX O’ CANDY IDEA


# It's Under way! And how! nished with a blank card on of art. There was a Saturday TIES in Box O’ Candy Idea.
Backed with all the advertis- which to submit slogans. matinee for the kiddies, and the Using Toledo Scales that had
ing resources of the National The third big publicity fea- manufacturers did not forget previously been adjusted to the
• COMMENCING Salem, Oregon Confectioners’ Association, ture was tying-up Box O’ the best boosters. Latta Bros, finest points of accuracy, he
Nita Lorraine is out of Gyp Fanchon and Marco’s Box Candy with the tremendous gave every youngster who at- weighed each girl.
carefully
Gyp Gypsy Idea. Ruth Leavitt is
to be featured in her place. Cast O’ Candy Idea made its first advertising which all San tended a “Glider Bar,” their The SUNKISTS were clad in
for Gyp Gyp Gypsy now reads; road stop in San Diego. Diego confectioners were doing new product. the costumes they will wear
Frank Fvers and Greta Les Fountain, Fox West on Mother’s Day. As the pic- Newspaper publicity was al- in each citywhen their weights
Jeanne Alexandria
COAST City Manager, had the ture, Happy Days, was playing most endless. In about three will be checked with the Los
stage all set. To fully recognize with the Idea, Fountain landed days, San Diego became com- Angeles record.
the importance of the event, a pictorial double truck cooper- pletely Box O' Candy con- The Sealer’s report was com-
Chaz
Flarry C. Clark, mayor of San ative layout in the San Diego scious. Fountain and his able pleted in triplicate form, one
COMMENCING Springfield, Diego, issued a proclamation Sun on Saturday, May 3rd. staff covered the exploitation copy of which was handed to
Massachusetts —Terry
to be added to the cast of Hot
Green is
designating the week of May All advertisers emphasized mak- campaign from every angle. Manager Ray Deusern of
Dominoes. Cast now reads; lst-7th as Box O’ Candy ing Mother’s Day a Happy Day They set a high mark which Loew’s State Theatre, the
Les Klicks 'Week. This put the
action with a Box O’ Candy. will force later managers to ex- second forwarded to the Sealer
Paul Mall whole city in a receptive frame Three big stunts already in tend themselves to the utmost of Weights and Measures in
Libonati
Hart Whitestone S3 Polly of mind. Thus on opening day, the bag, were not the limit for to surpass. San Diego, and the third re-
Terry Green when the City Sealer weighed in Les and his assistants, Hank tained for his own record.
the Sunkist Beauties, a Peterson, manager of the Fox • On Saturday, April 24th, When the girls return from
goodly crowd was on hand THEATRE, Eddie Graham, Charles M. Fuller, sealer of
Notices witness the public ceremony.
to
general publicity engineer, weights and measures in Los
their swing around the
Mr. Fuller will again
circuit,
weigh
Smiles Idea Arranging with several local Jimmy O'Toole, his assistant, Angeles, officially checked the them and official results of the

Lamberti and Slate Brothers candy manufacturers, first ef- and Larry Blair, staff director weights of the SUNKIST BEAU- sweets diet will be announced.
are both feature numbers. forts were made to procure a
Where possible set both Lam-
national slogan. Every person
berti and Slate Brothers in
lights. entering the theatre was fur-
In newspaper, program and
other advertising copy use equal
size type for both names.
"MX WYweei: FGX s#>v
ytriiEiis way .vws way in
Must Gos SWEITEN HER DAY WITH CANDY
*
Box o’ Candy Idea SUN*^
1

CHOCOLATES
1. Arrange with city sealer of
weights and measures for of-
ficial weighing in of Sunkist
MOTHER'S DAY
Beauties on the day they ar-
rive in your city. Roinseltia Chocolates
LATTA BROS. D1LGO CANDY CO
2. Procure set of Toledo scales. SUNIFORNIA
Tlhcy a* c av*aiia!>ic to you. CONFFCTIONS
3. Forward copy weigher’s
of And Sweden Her Day
Box O’Candy
With’ a
report to manager of house MOTHERS DAY -MAY I Ith
PORCH CONFECTIONERY
next to yours on the route. BUNTE FINE CANDIES SELECTED. FANCY - - -

4. Contact all candy manufac- “MOTHER’S DAY-


box CANDY
turers, confectioners and dis- CANDY FOR - - -
BOX O’ CANDY A BOX O’CANDY FOR
MOTHER ON MOTHER’S
tributors in your locality. MOTHER'S DAY foe MOTHER’S DAY DAY -SUNDAY. MAY Ith.
I

WILL MAKE A "HAPPY DAY"


5. Furnish press with plenty of FOR HER!
AND FOR ALL OTHER OCCASIONS
picturesand publicity. E. L. KRUSE
6. Study Box O’ Candy Supple-
GONZALES CANDIES SHOWLEY

ment. c*.

§£§£££ IlIffMt
"HAPPY DAY'S" AT THE FOX NOW-
ITS BOX O’ CANDY WEEK
AT THE FOX THEATRE NOW
I Mubmlt the following iloitan In your National Candy Slogan Contest.

"» "
i s IS

slogan over 10 words will be considered. The fewer words the better. Here
0—“Keep Candy Handy.” Now write yours and give it to. the doorman at the
where you will see Fanchon & Marco’s elaborate Box O'Candy Idea, the current
lion,in conjunction with "HAPPY DAYS" on the screen. If your slogan is
numbered among the 50 best suggestions, a 2 pound box of fine chocolates will be presented
you by SHOWLBY BROS. CANDY CO., SUNIFORNIA CANDY CO, E. L. KRUSE CANDY CO..
S. D. CANDY CO., LATTA BROS, and CANDYLAND. You will be
notified by mail as well
as through the daily papers. Should your slogan be adopted in the National Campaign, you
will be presented with one of the Grand National Prizes.

• A FEW of the publicity possibilities


of “Box o’ Candy” Idea. Sealers offi-
cial weighing blank was contributed
by Ray Deuser n of LOEW’S STATE,
L. A. Double page newspaper tie-up,
photo of girls being officially weighed,
slogan contest card and Kids Kandy
Matinee were put over by Les Fountain MAY 14TH
of San Diego.
NOW
torted and fringy, check the Check the line voltage at
power amplifier tubes. With peak and low periods, have the
those sound
reproducing sys- Light and Power Company in-

ou nd iciency tems using batteries, fringy dis-


tortion is often caused by run-
down
Electric
batteries.
43-A
The Western
amplifier, which
stall a recording volt meter to
check this situation.
During my
theatres, I find that projection-
visit to many
By R. H. McCullough employs 21 1-E Vacuum Tubes, ists are allowing the guide rol-
drops to 1.7 volts per cell. If
must be watched very carefully. which are directly above
F. W. C. Sound Engineer the current flow from the bat-
This amplifier is not provided
lers,

tery is continued at this voltage the sound reproducing aper-


with a filament control, such as ture, to become cut on the inner
serious and permanent damages
is provided with the 10-A am- surface, which allows the film to
will result from over-sulphation
plifier. If such were the case we move sideways at leisure. If the
of the plates. It is well known
would have less tubes to replace. film is allowed to move side-
that the proportion of acid in
• PROJECTIONISTS are to The filament current for the ways at the sound reproducing
the electrolyte will give an in-
observe the proper location amplifier and rectifier tubes for aperture, it is possible that the
to place service labels on dication of the condition of the
vacuum tubes. Note the stand- battery, whether it is properly
the 43-A amplifier is supplied sprocket perforations will pro-
ard location of these labels from the secondary of the T-3 ject over in the light source,
charged or nearly discharged.
on different types of W. E. transformer. Any increase in which passes through the sound
Vacuum tubes in upper illus- The acid is much heavier than
line voltage will naturally in- track. If such is the case, a
tration. water, and as the proportion of
Many theatres encountered acid in the liquid becomes great-
crease the filament current. The ninety-six cycle hum will be
great difficulty with the ERPI filament current for the 21 1-E perceptible in the reproduction.
7 11- A
Drive. Note in lower er, the weight of the electrolyte
vacuum tubes should not ex- On the other hand, if the film
sketch that this drive has becomes greater. Therefore, the
been modified. ceed six amperes at a voltage moves sideways, so as to allow
heavier the electrolyte, the more
not greater than 10 volts. The the dividing line, which is be-
nearly charged the battery is
life of the filament is the life tween the sound track and the
known to be.
of the vacuum tube. The metal picture, and part of the frame
Sound on film requires great-
of the filament gradually wastes line to project into the light
er attention than sound on disc.
The two 45 volt dry B-batter-
away from continued heating which passes through the
source,
and the filament wire becomes sound track, a motor boating
ies, which supply plate poten-
thinner and thinner. This les- sound will be perceptible. In-
tial for the photo-electric cell
sens the area of filament surface spect the condition of the guide
amplifier tubes and also which
and there is less electron emis- rollers and be positively sure
supplies potential for the photo-
sion. that they are in good condition.
electric cell, have given consider-

SJ9A WCUUM TUBC

Civic Contact
# ORANGE County, California, pleasure and thrill of motion
'W5 has a children’s health camp picture entertainment at regu-
VACUUM TIME
where sickly and undernourish- lar and frequent intervals.
ed children are restored to The many letters of appre-
health. The youngsters are ciation received from the camp
housed close to nature, fed sponsors and others proves that
nourishing food, tended by Robertson’s thought has been a
• STORAGE batteries have to be competent nurses. They have “Sure fire” goodwill builder.
continually recharged and re- everything they need but enter-
tainment.
placed, which is generally # Sometimes
it’s a long wait
bothersome and expensive. Since To Fred Robertson, projec- world to beat a path
for the
the average theatre furnished
is tionist of the Fox Theatre, toyour door. But Allan Cush-
with alternating current power, Anaheim, goes the credit for man, manager of the Fox
which cannot be directly used enabling these poor children to Hollywood Theatre, Port-
for charging batteries, a charg- see and hear the latest and best land, Oregon, is in a hurry. He
ing outfit of some kind must talking pictures. He first sug- can’t afford to dally. So he has
be used to keep the batteries gested to local No. 504 I. A. taken the lead in organizing the
fully charged. Of course, the T. S. E. that it solicit the co- Hollywood Club. Forming a
ideal amplifier is evidently one operation of the American committee, Cushman prepared
which would function properly Legion, the Building Trades an invitation to be sent to
on A. C. However, there are quire true, direct current, it is able trouble. Exhausted B-bat- Council and the Fox WEST every business man and prop-
some circuits in the sound pro- much better to install a Motor teries causeweak, distorted and Coast Theatres to give a erty owner in the Hollywood
jector system, which require Generator set with the proper wavering Movietone Reproduc- benefitperformance to provide area urgingthem to join. The
true direct current. There are filter system to filter out the tion. B-batteries, which drop funds to purchase the necessary response was most gratifying.
plenty of the first type of West- commutation ripple, as this 5 volts, may become noisy and equipment. The theatre was placed at the
ern Electric Sound Projector power is constant; whereas, the even new batteries may some- Jack Rantz, Fox District disposal of the business men for
systems, which are still using battery supply discharges grad- times be noisy. When intermit-
Manager, went for the scheme the organization meeting.
batteries for the A, H, F, and ually with the result that the tent popping and crackling nois-
values of component circuits de- are perceptible, with Movie-
100 percent, and a special mid- A
campaign to develop the
B battery circuits. es
night show was set for the Fox section as a business centerwas
The Fox West Coast crease. tone Reproduction, check the
California Theatre, Santa outlined. Each man present sub-
THEATRES were the first to in- The question has been asked, condition of the dry B-batter-
Ana. The boys of local No. scribed to an advertising fund
Motor Generator for ‘Can A. C. be used for the ies. Total inaudibility can
stall sets 504 took care of the sale of and on May 1st the first 15,000
the replacement of all batteries.
plate of an amplifier?’
circuit sometimes be traced to intern-
tickets. The Legion, service edition of the Hollywood
Many projectionists are doubt- It should be noted that the ally open-circuited B-batteries.
clubs, newspapers, in fact every- Shopping Guide was dis-
ful about the successful opera- plate of any vacuum tube is al- This may be attributed to one
one in the county pitched in tributed. The paper’s primary
tion of the Motor Generator sets ways positively charged. If it cell being exhausted, or by a
heartily. More than $600 was purpose is to cover the entire
in connection with the opera- was attempted to use raw alter- poorly soldered joint between
realized on the show and this East Portland territory, and be-
tion of sound projector systems. nating current supply for the the cell connectors and cell ter-
amount was turned over to the side advertising, it carries many
It is well known that the pro- plate supply, without rectifica- minals.
Local to purchase equipment. news items of local interest.
jector arc motor generator sets tion, the output signal would be When a fuse blows, throw it With the help of various crafts Cushmanhas been doing just
give very little trouble and the unintelligible, due to the con- away. If a blown fuse is mixed
who will make no charge for the things that the Here’s How
theory of the successful opera- tinual change and reversal of with good fuses, perhaps, when their services, the local will in- article of the May 7th issue of
tion of the larger Motor Gen- polarity. trouble occurs you will pick up
Will any serious damage be
stall the entire talking outfit. NOW emphasized so strongly.
erator sets can be considered for the blown fuse, which will It will also look after main- its He is building a business center
the smaller type Motor Gener- encountered to the plates of a cause considerable delay. tenance and running of week- about the HOLLYWOOD Thea-
ator sets. Batteries have been storage battery if the voltage of
Most of our trouble with ly shows. The Los Angeles tre. Furthermore, he is im-
the cause of poor quality of re- each cell drops below 2 volts?
sound reproduction has been Film Board of Trade will fur- pressing upon the business men,
production in many instances. In the operation of a storage
with amplifier tubes. I have nish free, suitable pictures and property owners and city of-
For those circuits, which ‘re- battery, the discharge must not
found that many theatres are the Richards Trucking Com- ficials in his neighborhood that
go so far that the voltage be-
trying to get too many burning pany will take care of trans- the policy of FOX WEST COAST
comes abnormally low. Under
hours out of vacuum tubes, portation. THEATRES is to develop and
no condition should discharge
with the result of distorted out- All of which means that in create a business center in the
be continued when the voltage
put. the future, the children at the vicinity of every one of its
MAY 14TH
19 3 0 When reproduction is dis- health camp will enjoy the houses.
NOW

Operation of Theatre
• IT DOESN’T make any difference All people are potential patrons of
whether you are operating a motion your theatre, those on the street as
picture theatre, a combination picture well as those going in or coming out
and stage presentation, a vaudeville of the theatre, so extend your ideas
theatre or a legitimate theatre. There of service in every direction. Quiet
are certain rules, unwritten rules, that and neat work in changing signs will
usually come to the operator or his be a great step in the right direction. « “THE KING OF JAZZ/’
staff through experience. This chap- The same ideas should be included Paul Whiteman, is seem-
ter may prove elementary to a great in changing lobby frames. First take ingly able to produce music
many managers but on the other hand the old stuff down and neatly stack from the ordinary bamboo
it might be the means of starting a it together and not throw it all over
cane. This three column art
young and ambitious employee on the the lobby and sidewalk while you are is yours for the asking.
right path to success, and to make putting in the new cards. See that Jazzy art of this sort should
yourself reliable under every circum- glass doors are kept swinging open be welcomed by both the
stance that might come up is in a only for the moment it takes to put and the When
measure —success. the change in, and in the event that
people are coming in or going out,
theatres
ordering this ask for
press.
Mat No.
135.
Marqeis Signs stop your work and give the public
the right-of-way with the least in-
Let’s begin with the change of mar- convenience.
quis signs for the next attraction. In The manager and his entire staff
the first place the letters should be should be in the theatre and dressed
so handled that they will not be before the house opens in ample time
broken, scratched or bent, and ade- to make the rounds and see that every-
quate means besides the actual man- thing is as it should be. Exit doors
ner of handling by the boys, should be closed; curtains drawn or open; fur-
provided. Shelves with compartments niture properly placed; programs
made to hold the twenty-six alpha- ready in their proper place seats all ;

betical letters and extras for other turned up; lamps checked and replace-
signs such as combinations of “and,” ments made so that the moment the
"with,” punctuation marks, etc., in doors open to receive the public the
a spot the building that is ac-
in staff is on the job ready to serve them
cessible and
clean, and preferably not instead of running around fixing doors
in the foyer, so that at no time dur- and curtains and looking for programs.
ing a performance the audience may
be annoyed with noises made in hand- Managers
ling the letters. The best means for
carrying the letters to and from the The manager and his assistant
store room conveyance made on
is a should be on the floor from the time
the same plan as a tea wagon with the doors open until the audience is
three rubber-tired wheels, the single well in for each show;
before the
wheel free to revolve. This cart may breaks and until after the second show Acquire the observing managerial who runs across a foyer or down an especially never, if you have a live
be about three feet wide and four feet is well started. The floor should never eye; make it a habit that no matter aisleor up or down the stairs is guilty wire opposition to contend with.
long with upper and lower compart- be without one or the other, the man- on what business you are bent that of inciting a panic. If you are catering to the young
ments so that the discarded letters may ager or assistant, and preferably both. you unconsciously look at your sur- Avoid the ot employees
gathering folks at a special matinee be sure you
be placed below and the up-going sign How else is the manager or his assist- roundings. You can tell at a glance in front of the theatre loafing and don’t try to fool them. They want
letters on top, and having been placed ant going to get acquainted with his that there is a dead lamp in the bracket gossiping, at any time. Employees the whole shov'. and the same con-
in the order in which the letters are patrons and the theatre patron likes or chandelier, that there are programs not actually engaged in the operation sideration as grown folks, and the
to go up, to eliminate useless handling to be recognized just as you do when or chewing gum papers on the carpet of the floor should never be seen same delightful performance from stage
on the sidewalk. you go into a store to buy. or that someone has disarranged a cur- lounging around the doors, the lobby, artists that is accorded an adult au-
The cart and the ladder should The retiring rooms should be looked tain at an exit door. the foyer or the manager’s office. In dience.
never be left unguarded in the middle after several times during the time the fact loafing around the front by any- Each person in the front of the
of the sidewalk. The signs should theatre is open for business. See that
Training one, friends, relatives or employees house should make it a habit to be
not be changed just before the break the lavatories are clean towels and
; should be discouraged. cleanly. Boys and men should have
of the first show so that the audience toilet paper in their receptacles and the Everybody in the front of the house The telephone is a modern short their shoes shined, clean shaves, hair
coming out will be obliged to dodge floors and plumbing in good working should be trained to note all these lit- Telephone
cut for transacting business. neatly dressed. Their clothes in neat
your paraphernalia. order. The time to check these things tle things that go to make up the communication should be made pos- appearance and with a due regard to
The work and the conversations is before the house opens, after the nice operation of your theatre. sibleduring as many hours of the day others, their teeth, breath, deodorized.
necessary with it should be conducted audience is in for each show, and es- and evening as possible. And every Nothing can so completely kill the
Never lock an exit door while the
quietly and at all times with due re- pecially after the break of the first employee who answers a phone call pleasant effect of a cheery ‘good even-
is open to the public.
theatre It may
gard for the safety of those who pass. show. sound simple to many managers but should give the best information pos- ing’ than a rotten smelling breath,
the writer known
a number of
has sible and with courtesy. Proper tele- and how often have you seen it done.
instances where
inexperienced help phone service makes or breaks your
have tied doors with rope or locked business. Patrons
them for some purpose or other. The
If the manager or his assistant are
reasons for never permitting such a The Novice
on the job regularly as outlined he
thing is obvious. The exit door is
placed where it is as an emergency This chapter is designed for the will know his patrons who have
exit. It may never be used while on young man who wants to reach the slight infirmities such as weak eye-
the other hand it may be the means top position in theatre management sight, poor hearing, old folks, wom-
of saving many lives. And of course and the reasons for the conduct out- en with go carts and baby carriages
in speaking of exit doors never permit lined may not
be entirely apparent to and cripples. He will quickly spot
the inexperienced reader, or to the these people as they enter the the-
the alley ways or side courts or the
manager, assistant or other employee atre and speedily help place them in
space outside the stage doors to be
obstructed in any way, shape or man- who has never been properly instruc- advantageous seats —
not only for their
sake as a matter of service to the
ner. All fire escapes and outside stairs ed, you may be assured that the course
should be kept clear always. outlined is sound and that it is set patron but with an eye to safety in
Instruct all employees never to try forth by men who have learned by case of emergency —
and an emergency
is always possible where crowds gather
ofttimes bitter experience, that this is
to prevent a patron from leaving the
theatre. If there is an actual fire, or the best way, and they didn’t learn — so it is good forethought to have
a crippled person near the head of
only a scare, make it easy for any- about theatres from books, but through
many years of finding out for them- an aisle or near an exit door.
one who wishes, to get out. With-
draw curtains and open doors wherever selves. The theatre staff must be trained
to be fair to all classes of patrons and
they can be reached, especially the If you want to run your theatre
never play favorites for choice seats
front doors. A
little fresh air often right,and if you want to get the top
or admissions before the line is per-
quickly dispels a potential panic. If jobs you've just actually got to run
them right and no bluffing. mitted to move in, and in directing the
at the moment a panic is imminent an
Whether your job is being properly crowds, either leaving the theatre on
usher is down the aisles or near side
handled or not will be quite apparent a big break, or coming in, the di-
exit doors, they should be instructed
rections should always be firm and
to part the curtains, if any, and open to the executives and patrons in a
the doors. very short time. You can’t fix it all polite. Don’t have a man declare in
up and follow the rules outlined just a loud voice; “This way out please,”
at the moment when an executive and then calling a straggler; “Hey,
Asbestos Curtain come here, this way please.” Let the
walks into a theatre for the first time
straggler go; to all intents and pur-
The asbestos curtain should be in his life and tell you almost at a
glance what's the matter with it. For poses you are directing the majority
lowered in case of fire as quickly as
instance if your usherettes and cashiers of the crowd in the direction easiest
possible to shut off primarily the to expedite the emptying of the house,
draught, and of course are chewing gum when there’s sup-
in case of fire
posed not to be anybody looking, and a few stragglers won’t matter.
on the stage it should be lowered to
The doorman when signaled that the
protect the audience and send the fire they are just as apt to be doing it
aislesare clean for incoming
up through the vents provided in the at the moment when the president of the
the organization walks in and im- crowd can learn to handle the line and
roof in all modern theatres. cake the tickets just as fast as the usher
mediately the stigma passes right up
A manager should be accessible staff can handle them. ^Yhere there
the line to the manager, and is very
when he
in the theatre at all times.
is
are lodges or divans separate
likely under such circumstance that from gen-
Make easy for people to talk to
it
eral admission, two separate lines
you and to get to your office. You the doorman is smoking a cigarette
or looking at the show when he ought should be formed on the big intakes,
don’t have to barricade yourself in and oftentimes on big nights the man-
to be on the door, and the manager
your office and require a visitor to ager can make money for the house by
sitting in his office reading a magazine
run the gauntlet of doormen or others standing in front of the brass rail at
story.
to the point of embarrassment. You the box office and politely call out
will be just as big as you are if you what seats are going in, the prices
are and easily approached.
affable Stage Show and other information pertinent to the
Instruct your doormen and ushers condition of the seat availability.
The
manager should watch his
to be gentle and kindly when people
ask questions, or when they ask for
stage show, if any, and his sound By CHARLES WUERZ.
and projection, and his heating and
the manager and see them. You can
never tell what it might mean to you
ventilation. A of only a mo-
defect
ment’.s duration often ruins your show
• A TYPICAL Marie Dressier pose that should and your business.
and disgusts perhaps a number of pa-
click with the papers when you play “ Caught Employees should move about the
trons who may never come back, and MAY 14TH
Short,” the M-G-M comedy of roars in which she theatre quietly. Lively yet never under
appears with Polly Moran. Ask for Mat. No. 142. any circumstances run. An employee 19 3 0

*
— —

got to go" than to kid


myself into the belief
of "this is a natural
and it will sell itself."
ff C I I Q
Here in Los Angeles
we’re put on a spot .
the producer asks for
.
...Et Cetera
your opinion you

. .

give it one way or the


other. You
honest in that opinion
you take a chance on
are either
Must Gos and terms, then
is

in
received
satisfactory
or
if merchandise
work performed
manner, settle-
® I HIS is the second time the

Must Go printed on this


page has been published in Now.

Line
.


.

being frank or you ®The purchase order is made ment is in order. Payment is Everybody had been instructed
up of four copies for the Los then made, and the yellow copy on several occasions to read this
get cramps in the neck
Angeles and Southern Califor- of the purchase order with the column first. Seemingly some
from moving your head nia Divisions, the colors being invoice attached thereto is for- believe it does not have to be
up and down and say- warded with
• WHAX the hell <fc> ing "yes." I guessed
white, pink, yellow and blue,
but in all other divisions there weekly report
the
to
manager's
the account-
read at
it
all. It seems strange that

should be necessary to re-


you know about wrong on Caught Short ing department as authority for
are five copies; the additional print instructions^"- J\ who
show business? . not because I thought
. copy being buff color and a the drawing of check and pay- have reached bfnajority.
— is -

For myself . . I know myself superior but record for the divisional pur- ment of moneys as shown on They are not put in Now mere-
damn Irving
little. that was the way the chasing department. the manager’s weekly report. ly to fill space, but for you to
Thalberg proved that picture struck me at It is most important that the All invoices, by instructions read.
. . to my complete satis- the time. Still this opin- orders be made out so that they as shown on the purchase order,
faction . last week. . ion didn't stop us from can be understood, written in are first by the pur-
received @ With summer coming you
a manner, and all ar-
legible chasing department who check should commence thinking
Here's the story . . . doing the best we could
quoted by their proper the prices before forwarding of vacation days, when people
When Caught Short on the campaign. ticles
are inclined to leave for other
name: machine parts and sup- them to the theatre for pay-
was previewed a few That’s the lesson we and seek amusement that
parts
plies must carry the legal de- ment. Should there be any dif-
weeks ago I saw it and want to carry to you ference between the invoice and them into the open.
will bring
scription, serial number, etc.,
turned in a report that Don't let personal and particular care must be the yellow copy of the purchase Summer shows a slump in a
read to the effect that I opinions of a picture given to filling in the proper order, the invoice should not be number of theatres. It will
thought (notice the influence your work. I shipping instructions. paid until taken up with the
mean hard work on the part of
“I") the picture was know every picture The pink, yellow, and blue purchasing department to ex-
practicallyevery manager to
terrible that it didn't why keep business up. Now is the
. . isn't great you can’t . .
copies of the purchase order plain there is a difference.
have enough laughs to must be signed by the manager time to start thinking just what
kid yourself into be- many instances the vendor
In
make a good four-
reeler.
lievingit is but every
picture does merit the
— as the party requesting the pur-
chase be made, after which the
is not paying attention to the
billing at the footnote of pur-
you are going to do to offset
this seasonal slump. Lay your
plans well. By the same token
On
Sunday, May 4, best you can give it.
blue copy is removed and held chase order and copies of in-
that people from your town
on file as record that the pur- voices are being sent through to
Caught Short broke the Don't sluff them . . are going elsewhere for their
chase order has been sent for- the theatre. However,
single day record at the you’ll they
get all steamed ward for execution, and to should not be acted upon, but vacation, people from other cen-
great FOX THEA- up on a few big ones await receipt of goods. The should be forwarded to the ters will come to your town.
TRE in San Francisco but don’t let the pro- white, pink and yellow copies divisional purchasing office im-
Possibly not in the same pro-
. the gross intake was
. . gram pictures suffer be- are forwarded to the division mediately for determination as portion, but you can make
better than $12,000 on cause of this excess of manager for his approval, who to prices being correct and ap-
your theatre the mecca of
the day; at LOEW'S enthusiasm over a in turn passes it on to the pur- proval for payment.
amusements in their minds.
STATE the picture natural. chasing department to insert Where the items purchased
cracked another record Over the year . . we’ll prices and the name of the ven- are covered by an application
. they did close to $9,-
. have more program pic- dor from whom the purchase for appropriation, the invoice
000. And that is im- tures than specials is to be made. No signatures is paid by the Los Angeles
portant money in any should appear on the original general office and not by the
over the year the pro-
copy of the purchase order up theatre, when
theatre with the capaci- gram pictures will pay these invoices are
to the time it reaches the pur-
ty of LOEW'S STATE. us a better return on
received by the divisional pur-
chasing department. chasing
Here’s my point our investment than When
office instead of send-
the copies mentioned ing the
yellow copy with in-
Some folks think the specials ... if we'll are by the purchasing
received voice to the theatre for pay-
that I have show sense give them the attention department and the transactions ment, it must be sent to Los
. . that I have a fair we should the atten- . . consummated, the yellow copy Angeles for attention by the
average in picking a tion they deserve the . .
is returned to the theatre by the
general accounting department
good picture from a attention they must purchasing department, and On January 1, 1930 a new
bad one u Caught . . have. when received, all data such as routine was put into effect for
Short proves how well I am glad Irving pricesand the name of the ven- the handling of all parts or re-
we can judge them dor should be added to the blue
. . Thalberg reminded me placements for sound equip-
how copy which is filed in the man-
little we know of of my mistake in ment. The Electrical Research
ager s office for future
the box office value of judgment maybe, in . .
refer- Products, Inc., engineer is re-
ence, theyellow copy is held in
any picture. the future, I won't be so quired to leave his recommenda-
abeyance pending receipt of the tion in the form of a service de-
Never under-esti- quick to pass an opin-
mate the value of a pic-
ture. Give everything
ion —
maybe I'll think
invoice approved by the pur-
chasing department as to prices
partment order with the pro-
jectionist who in turn hands
it before I speak. There is it to the manager with his
you have . . let the pub- no harm in making a comment noted thereon or at-
lic the be judge . . mistake the harm
. . .
tached, after which it is for-
through the medium of comes in not profiting warded to the office of Mr.
your box office . the. if by experience and . . . R. H. McCullough, Super-
picture is good or bad. my experience in this visor of Projection for final
We’re not engaged as
critics we're not paid
. .
particular case is no
picture is a Joe Magee
— approval,
prove
and should he ap-
the
service department
a salary for our critical until it has played order, it is passed on to the
knowledge our job is — and flopped and then —
. .

general purchasing department


for a purchase order to be issued
to sell the picture to the . . . maybe it wasn’t en-
to get past the door-
public to sell it to covering the items enumerated.
. . tirely the fault of the
the best of our knowl- picture.
man we'll just say
. . . . A special order form is used
edge.
Caught Short is going for this routine and unless such
If you have Caught
to be one of
the big order is received by the Elec-
I've always taken the Short coming up for
attitude that it was bet-
money makers of the trical Research Products, Inc.,
playing step on it
. . .
no action will be taken because
year.
ter to think a picture . . the surprise pic-
. it's the type of order that is issued
was ordinary until it ture of the year. We by the general purchasing de-
had proven itself
providing you can do
your best work under
. . . won't try to analyze
why they storm the
box office in their effort
F. W. partment is the only one to be

recognized by the Electrical Re-


search Products, Incorporated.
pressure of this sort.
I'd rather say . "This .

is a tough one and I've

Main Offices: Los Angeles, California


Scanned from the collection of

Ron Hutchinson

Coordinated by the
Media History Digital Library
www.mediahistoryproject.org

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