Professional Documents
Culture Documents
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 , .
of action; thought . . .
amids.
—
NOW
NOW
Published by
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 . .
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 . .
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
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
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
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
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.”
NOW
"Minister Warmly
are in constant demand not only
for public appearances, but they
have featured in many motion
good done
§ As A Result of keen fore- real
humanity,
that
by the
is
men
being
whose life
for
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
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
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
—
. . .
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,
. .
. .
NOW
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
:
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
. .
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
. .
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,
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
“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
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
Mov
• NUMBER
i
SIXTY-FIVE.
cto
Total
nc
• NUMBER SIXTY - SIX.
News King
stronger than revenge.
tainment only.”
Fair
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
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.
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
and spades
FOP.D
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
.
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-
you’ve •
I’m ashamed to say — took a look at got to laugh — . .
"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
. .
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
— — "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
. .
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 - - -
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.
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
*
— —
in
received
satisfactory
or
if merchandise
work performed
manner, settle-
® I HIS is the second time the
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
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 —
. .
Ron Hutchinson
Coordinated by the
Media History Digital Library
www.mediahistoryproject.org