: '

THEATRES picture history will be

made by free and easy
here’s why
it’s full of stars who

do things ... play parts

here’s how
• In THE handling of the new in this one picture. The stars
Buster Keaton picture, Free act . . not as in other “star
and Easy, follow the instruc- casts” that have gone before . .

tions listed here. not just a “strut in front of the

Give the balance of the cast camera,” these stars actually
equal prominence with the star. play parts that is one reason
. .

Keaton has one of the greatest that we must take full ad-
assemblies of stars ever created. vantage of the names.
Here is the billing that you
are to follow

Free and Easy with

the greatest cast ever
brought together in any
picture— BUSTER KEA-
TON, William Haines,
Anita Page, Lionel
Barrymore, Robert
Montgomery, Trixie
Friganza, Karl Dane,
Dorothy Sebastian,
Gwen Lee, John Mil-
jan, Fred Niblo, Cecil
DE Mille, and 100 other
Metro-Gold wyn -May
Merrymakers. Directed 1

Edward Sedgwick.
If you use the M-G-fyJ^ -

‘-ljailgt 2 •
ShkT'i" iu
. .print a spot and get this cast
on it. Give all of the names a

break in your lobby display . .

and in all other advertising that

you do.
It has been found that the
above billing used in various . .

cities where the picture has

played will build up the
. .

weekly gross into the big hit

class.
Follow thru!

published by

Fox West Coast Theatres

los angeles, California

HAROLD B. FRANKLIN
president • general manager
Howard Sheehan
vice president

Frank Whitbcck
director advertising • publicity

EDDY ECKELS editor

associates
C. J. VerWALEN KIRK (art)

special representatives
BERT ADLER, new york city
DAVE DAVIDSON, Chicago
JAMEYSON, bansas city
H. E.
BOB HARVEY, san francisco
EDDIE FITZGERALD, Seattle
price
APR 16 < 25c >
ten dollars
the year
ithbp a
c
i. n
 — ! — — — —

NOW

personal talks
9 concluded from one SPRING RELEASES TO
with emotional people
... is that they become
entangled ... in their
SET NEW RECORDS
own emotions. There- studio offerings are laden with golden
fore a showman ... is a
natural victim of con-
possibilities with outstanding features
fusion especially so
when inescapable prob-
— . . including classics, comedies booked
• WITH THE ad- lems are . . hurtling . • Commencing with Easter studioswhich will have a
vent of talking
pictures came the toward him. Week a dozen pictures are mighty strong appeal to the
real
ier.
Marie Dress-
Her delight-
But to realize — his scheduled for release that show women will be Sarah & Son,
ful artistry has own limitations . . . and every indication of possessing starring Ruth Chatterton. It
won the acclaim record-breaking box-office qual- has the sort of punches that
of and
weaknesses ... is half
all critics ities. Seldom this number of will reach the heart of every
elevated her to the battle. To antici-
pictures available at one time.
is

woman who sees

new heights of pate his dilemma ... and it.
popularity among Commenting on these pro- A box-office flurry will be
the fans. Again be prepared to struggle ductions Harold B. Franklin
in “ Chasing Rain-
created by Light of Western
bows,” she com-
with his problems . . . said: “I have looked over the Stars wherever it is played, as
pletely dominates is foresight. bookings and pictures that are do all this type of outdoor
the work of
other players.
all
If he is ... a real available beginning Easter western talkies.
Critics, in pre- showman ... he will Week, and everything indicates As a sequel to Wings, Buddy
V i o u s pictures,
have compared her
somehow manage ... to this part of the year ought to Rogers will be offered in Young
mastery with that conquer his problems be the beginning of a record- Eagles. It has some mighty fine
of the super-greats
. without losing a
. .
breaking era, if we can judge by material in it from spectacular
of the stage and
whit of the splendid product available.” as well as entertainment stand-
screen, but in . . his emo- .

“Chasing Rain- tional richness. Among the foremost of these point.

bows” her great productionsM-G-M’s Rogue is A strong boxoffice
versatility finds You are no dumb ani- Song which introduces Law- offered in Ladies Love
title is

further expression. Brutes.

She’s a hot bet
mal . . . resigned to rence Tibbett to the picture go- It stars George Bancroft, whose
right now. One what comes. You are a ing public. For more than nine name always spells box-office.
character who will
man . . . you are a show-
sell any picture.
Don’t miss any
opportunity to
man —
with foresight.
weeks this picture has been en-
joying tremendous business at
With the proper spirit and
effort put back of these produc-

take advantage of
Use your brain your . .
.
Grauman's Chinese in Holly- tions, one of the most successful
her popularity. wit your ingenuity.
. . .
wood. periods ever enjoyed by the F.
Order by Mat From Fox Studios a suc-
the W. C. theatres should be es-
Number 108 Study your problems
.

closely and with con-

fidence in your ability
— cessor
given
to Sunny side Up will be
in the latest Janet Gaynor
tablished.

to understand — Draw and Charles Farrell vehicle.

High Society Blues. These pop-
trade paper
on your fund of experi- ular players have another pro-
ence ... to help you to duction which will find a strong
understand. appeal to audiences. views song o
Remember . . that Tt is prophesied by many that
there is some solution
. -----

the M-G-M picture Divorcee, my heart as an

to every problem — starring Norma Shearer, will
the
his return
age with C. O. D. charges of
They were
he found the pack-
something happens.
Make it happen your
duplicate
box-office.
Anna Christie at the
This picture is based EPOCHAL
TREND $24.
whom?

that
Inquiries
when
paid.

developed the fact

the shipment
But by

came
way.
But
Remember . . . that no
on the
It is a
successful novel
gorgeous production and
a story every one will under-
stand and appreciate.
Ex-Wife.

FEATURE
of the times Morrison was alone and ac- one man . . . was ever so During this period a western ® Indications are that Song
cepted it, paying the driver in profound . . . that an- that will create history at the O’ My Heart, John McCor-

# When we readsome of the

cash. other man . . . could not box-office is The Arizona Kid mack’s first picture which has
“You see suh,” said Morri- contribute to been made in both standard
advance information on his with Warner Baxter. It is a
son, “ah hears you talking knowledge. width and Grandeur by Fox,
Grantland Rice’s Spartlights,
about some fool package, and I
If you follow-up of the exploits of the
will be one of the outstanding
where they tell us they are go- have reached the bot- Cisco Kid made famous in Old
knows you want it so ah just productions of the year. So you
ing to show the world how
digs down in the ol sock.”
tom of your bag of Arizona.
might know what
Those points which have not the industry
homeless canines are trained to tricks ... if you have
played Montana Moon with isthinking of it and that you
perform some of the most dif- tried every stunt you
we wonder why @ Can You imagine a verse Joan Crawford have box-
might be prepared when you
ficult of feats,
sprouting in Seattle. Such know ... to drag the
a real
will show this picture, we are
some one has never built a sub- office attraction headed their
ject for the screen divulging the
oddities are rare from that sec-
melting public ... in way. quoting for you the tribute
tion. In view of the fact it was off the sizzling streets given it by Variety. This might
secret of how blondes can go so claimed by many who
It is
accompanied by ten bucks, we, . . . into your cool thea- ordinarily be called their review,
many days without food
Doggone, can those dames eat?
of course, can afford to publish
comes from Hal Elias of
ter —
let another man's
have seen Universal’s All Quiet
On The Western Front that but you will realize it is more
it. It ingenuity aid you. this is the finest war picture
of a tribute than a review after
M.G.M., and here it is. Do not be afraid ever made. you have finished reading Sil-
# No Matter what position It will have its pre-
verman’s views:
to use the other man's miereat the CARTHAY CIRCLE,
you hold in the Fox organi-
zation thereis something wrong

with you if you fail to become

I've scanned
Concerning
Pix and
your musings
Showmen plus and . . ideas
harmonize
.when they — Hollywood, with an admission
price of $1.50 during the run.
" This
is not
John McCormack singing 1 1 songs,
of

but a film that’s going to reap. Fox:

merely a matter

Such with the . . .

studio has and will surprise many in
imbued with the spirit of co- needs of your commun- This picture, as everyone knows,
the trade by the manner in which it
And based on the famous book
operation that permeates the
I
Inspiration beckoned
heard her call
ity. You know your is

bearing the same name. More

has molded what might easily have
become so much sentimental sop into
organization. patrons. You know a charming background for the
Witness the case of Charles Stunts?
Thanks
Yea — I've copped ’em all! what they need.
than a million copies of the
book have been sold.
tenor. It is spiced by more
Irish
inter-
Morrison, colored porter of the woven legitimate comedy than any
Hartman. Baetz and other West Coast Does your foresight Another unusual picture em- talker to Boiling down
Fox Waldo Theatre, Kan- date. it all
beauts tell you . . that a stunt .
anating from the Universal
leaves two basic factors. McCormack’s
sas City. and J. M. Kerrigan.
L. B. Sponsler. manager, was
Another bow to NOW you've read in NOW studios is King of Jazz with
voice
"McCormack’s first screen effort is
Ah, Fairest One will work in your Paul Whiteman. The screen has
going to be a delight for two of the
in a sweat over Mickey Mouse I'll woo you yet three present generations. And so far
material was delayed an
that Another year - - - house? Then use it I
never seen a more spectacular as the British possessions it can’t miss.

transit. Everybody around the Drill . . Hammer . . . .

or beautiful production. Effects (Sitting through ‘Song O’ My Heart’
And cheap at that is no hardship.
house had heard his prayerful For ten !
Pound away. Have have been injected in this pic-
Original story as outlined by J. J.,
‘

queries about ‘‘an express pack- foresight enough ... to ture that have never before been McCarthy, who also picked the title,
age.” On second reading of the let- see that consistent effort accomplished. had no other aim than the heart. There
was never any thought of trying to,
From
— —
Sponsler was down town. On ter we find the ten simoleons will put the comedy standpoint make
was for a subscription as indi-
. .
your
.
R-K-O’s The
a romantic screen figure of Mc-
Cormack, nor would the
theater Coocoos with singer’s dig-
catedby the caption on his verse permanently Bert Wheeler and Robt. nity permit that he be made to look
... in the public mind. Wool- ridiculous in his own eyes by any twist
which reads “The World’s First sey should find a heavy response in the scenario. Between trying to turn
Free (?) Verse Subscription, or from every box-office. out a sentimental, yet not too senti-
mental. story and preserving the Mc-
APRIL 16TH 10 Bucks for the Privilege, A release from the Paramount Cormack wishes amounted to some-
19 3 0 Thank You.” thing more than
it

the ordinary prob-

lem. Considering or ignoring these
 NOW
factors, as you choose, ‘Song O’ My man of apparently moderate means, name you have
PRESENTS CHARTS
because of the
Heart" is a remarkable piece of work. devoted to his voice.
placed on it, but because of the
"The common sense apparent in "Meanwhile, there are the two vil-
this one as it unreels should do some- lage cronies —Almost
and Farrell
Kerrigan kind of men you are.”
now
FOR FADER CUES
thing to throttle that superior skep- Macdonald. as good as Ker- The committee is devis-
tical faction which only refers to or rigan’s comedy is Macdonald’s
speaks of the screen sarcastically if at "straight.” Between them it’s superb, ing plans for a unified and con-
all. And that's the smallest of the a matter of two legitimate actors giv- centrated effort that each man-
worries for the studio, in that it ex-
pects not less-than a $2,000,000 gross
ing strictly legitimate performances.
Not simply a matter of being just two
ager in the Los Angeles Divi- following sample of scheme which home
rental from this effort. But it will top clowns mugging for hoke laughs. The sion will follow out. Several
that figure, and it looks a certainty picture has none of that. Everything meetings have been held by the office is offering for correct sound
that McCormack will make another they do and say fits, and Kerrigan's
feature for Fox. work is a study for performers either committee and sub committees
“To take care of McCormack in on the stage or screen. He’ll prob- are being appointed to carry out picture breaks to improve timing
story form the script trifles neither ably never see footlights again if the
the various phases of the big
studio has its way and a report is that
with his age nor figure in drawing him • TALKING fader cues proper- and girl in hotel room 8
as a prominent singer in his native
land colored by inference, with an un-
Fox has a long string of options to
his contract.
campaign.
All managers of L. A. are en-
ly arranged which have much Down 1 —Immediately
successful lovethe subject of
affair, Kerrigan is a former legit actor of to do with the effective showing after scene of man talk-
note, who also was director of the Ab- thusiastically co-operating.
which, Mary, has wed elsewhere by of pictures have always been a ing to newsboy . . On
command. Her death leaves him to look bey Players, Dublin, for a number of
after her two children. The building years. His personal effort here is tough nut for managers. J. J. scene of poker game ... 7
up to the ‘I Hear You Calling Me’ bound to rank among the greatest in Franklin has been giving this Reel 7 7
climax comes when Mary dies and a talking pictures to date.
superlative contribution.
Actually a tucson opens a subject much study and has ar- Reel 8, Open — middle of
In
cable so informs McCormack’s accom-
” scene of poker game
‘Song O’ My
Heart’ is a credit to ranged the following cues on
new theatre
. .
panist as the tenor is in the midst of
an American concert. Story’s only everyone concerned in its making. The Street of Chance. Division man- Powell is playing 7
continuity gap appears to be no des-
ignation of the singer’s occupation
recording
as is the
on McCormack is excellent,
judgment evidenced in the
• Fox West Coast Thea- agers are advised that Mr. Up 1 —On Sound of
until somewhere in the last three reels handling of all the component parts. Franklin’s office 'can supply these Train Whistle . . Scene
when it hinted that he will sing Its unsophistication, simplicity, and tres forged another link in
is
sheets on request. of train 8
in public ’’again.’’
the audience must
Up to that time
accept him as a
warmth are what they’ll like.” their growing chain with the
opening of a new FOX THEA- Reel 1, Open- — Music on
Reel 9, Down 1 — Scene of a
newsboy wearing white
TRE in Tucson, Arizona, April Titles 9

DEDICATE MONTH 11th.

Harold B. Franklin attended
the opening personally, leaving
Down
ell
1— Scene
and man standing on
sidewalk talking 8
of Pow-
sweater entering Apart-
ment lobby
to
Up
woman
—
. . He talks

on
7

TO H. B. FRANKLIN on the Southern Pacific for Tuc- Down 1 On Scene — . .

end
2
titles
for music
9
son and the new FOX THEA- Blonde woman enters
Sound quality is such an im-
TRE Thursday, April 10th. Ex- William Powell’s office
los angeles managers set aside month Fox West Coast
ecutives of . When She Talks to
.
portant factor in pictures that
anything that will assist in
THEATRES who accompanied Powell After He Reads
during which they will pay tribute to H. B. Franklin were Harry Ar- Summons 7
eliminating guess work in the
mechanical operation of sound
f. w. c. chief’s inspiring leadership thur, J. J. Franklin, and Bruce Reel 2, Up 1— On Scene of men
control should find a welcome
Fowler. in crap game in room. .

• In THE Los Angeles Divi- together in building up that gi- Charles Farrell, now starring Reel 3, Open —
Scene of man
among
have proved
all theatres.
a big help.
Fader cues

sion, the month of Mayhas gantic entity of Service and in High Society Blues, led a standing by windows
been set aside as Harold B. Success which Fox WEST merry company of Hollywood counting money 8
Franklin Month. This was de- Coast Theatres. You and
is

performers, including inimitable Reel 4, Down 1 —On close-up

inclusion of
cided upon a recent meeting the other men who form this Polly Moran, lovely Gwen Lee, of court summons . .

charming Lois Moran, and the Scene of Powell and

of the managers of the division.
To acquaint Mr. Franklin of
organization
and tried —-and
have been
it has been a
tested
suave Don Alvarado, all to woman sitting on a new pontages
this decision the following wire source of infinite pleasure to share in the christening of Tuc- settee 7
was addressed to him note the consistency with which son’snew Fox West Coast Up 1 — Scene again of is an additiona l

’’At a meeting of the Los you have so regularly come Theatre. boy calling papers . .

Angeles Theatre Managers to-

day it

to set aside the

was unanimously decided
Month of May
through.

the
‘‘I

month
know your
May
activities
are going to
for of
City fathers and business men
Tuscon arranged a mammoth
celebration welcoming the offi- Reel 5
After Fadeout of wo-
man in apartment 8
8
HOLLYW’D
of
—
.

as Harold B. Franklin Month

and as a Tribute to Your In-
spiration and Loyalty to us to
Concentrate Every effort to
making the month of May one
of the Biggest
History of our Circuit.
offer you Combined Congratu-
lations and Best Wishes for a
Very Happy Birthday.” Signed
H. B. Wright, Ray Deusern,
Fred Cruise, Marvin Park and
Milton Arthur, Committee.
In answer to this tribute Mr.
Franklin conveyed the follow-
ing appreciation to these
“I was more than happy to
information that as
receive the
a body you have decided to set
aside the month
Harold B. Franklin Month.
“This is a tribute which
appreciate deeply as
reasons expressed in your wire
for the designation you have
made.
“We have gone a long
widens scope
of activities
be enormously successful, not cials and visiting picture stars. Reel 6, Open Scene of Powell
ACE SPOT
• THE theatrical circles of
Hollywood and Los Ange-
les are buzzing with the
still
months in the
news of the New Pantages
We also
Theatre becoming a Fox West
Coast House.
• JOHN McCORMACK, This is considered a scoop
whose golden voice
has enthralled millions, of the first magnitude on the
brings his glorious tal- part of F.W.C. Much con-
ent to the talking screen
in “Song O’ My Heart.” jecture had been afloat during
No other figure of the the construction of this the-
operatic or concert stage
atre as to just which circuit
has such a popular fol-
lowing as this foremost the Pantages boys would de-
men: son of old Erin. His cide upon.
initial screen effort al-
ready is acclaimed a It is to the credit of John
masterpiece. For news J. Franklin, Los Angeles Di-
stories alone, long be-
vision manager, that this deal
of May as fore you have the pic-
was initiated and ultimately
ture scheduled, you will
find use for this mat. consummated.
I McCormack will find
a warm welcome in The Pantages, possibly the
I also do the
every section of the finest house in the entire
country. Unlike other country and situated as it is
artists who have come
from the stage and con- in the center of things thea-
cert platform, he has al- trical in Hollywood, where
way ready acquired a tre-
the world gathers in their
mendous public follow-
ing. Through the me- visiting and sightseeing jour-
dium of phonograph neys in Southern California,
records his voice has
been heard in practically will be the mecca of many
every home in America. millions. Mr. Franklin has
Artificial stimulation in
his case is entirely un-
strengthened the Hollywood

c • Widening
activities, H.
the scope of his
E. Jameyson
necessary. The public
has already been sold
on McCormack. Order
,
holdings of F. W. C. by this
addition, giving the Los An-
will henceforth supervise the by Mat Number 109. geles Division four major
publicity and advertising of houses in that city: Carthay
the Kansas City Division. The Circle, Grauman’s Chinese,
splendid record he has estab- Grauman’s Egyptian and now
lished in the Midwest Divi- the New Pantages.
sion was sufficient recommenda-
tion that he add Kansas City to
his present field.
Jameyson’s experience covers
every angle of theatre manage- APRIL 16TH
ment and development. 19 3 0
 —

NOW

SHOWMANSHIP. PLUS .

EDUCATION BOARD some similar welfare organiza-

tion that can be contacted and
assistant is

APPROVES TIE-UP the

be
same endorsement should
obtained from school au-
instrumental
that is ideal plan for insuring support
thorities.
The following letter from
in success of
Lucille E. Missman, Secretary
of p.-t. a. on special children’s mat.

and assuring success of kid shows

of the Virgil Junior P.-T. A.,
is indicative of the spirit in
BIRTHDAY
which the Association holds

# An
ed
Idea that is the perfect-
consummation of the
utation as a
Not
community
alone are the children im-
asset.
Borst’s action:
“We are all most happy over the
satisfactory results of the picture show
thing he was sorry for was because he
didn’t think of it first.”
FESTIVAL
Fox West Coast Theatres pressed with the theatre’s pol- given for the children last Friday and
There’s more than the mere # ANOTHER brilliant birthday
feel that it is greatly due to your reporting of a good stunt, ably party was staged at the Fox
institutional policy of reaching icy, but it cannot help but have friendly efforts and cooperation that
right to the very fountain-head a stimulating on success was attained. Your spontane-
managed, in Miller’s story. He Uptown Theatre, Los An-
effect adult
of the most desired supporters ous and helpful suggestions for pro- sets amark for managers oper- geles,by manager Art Wenzel
patronage.
cedure and cheerful interest is a source ating under similar conditions with the able co-operation of
has been evolved by Speed Nomanager any where on of much inspiration to us. Our to shoot at in emulating his
Borst, manager of the Fox BEL- the circuit can afford to pass up president, Mrs. Gillispie, and our
his assistant manager, Ray
MONT Theatre, Los Angeles. copying this plan.
executive board wish you to know idea. Perkins. The occasion was the
Whether that we are indeed most grateful to
The
Co-operating with the neigh- you for what you are doing and an-
fiddlers’ contest in itself birthday anniversary of Mme.
there is a Parent-Teachers As-
ticipate with interest our further
is nothing new. Its been done Jean Gerne, noted civic welfare
boring Parent-Teachers Asso- sociation or not, there surely is
ciations, he presents four special
association.” many times before in just as worker.
many different ways. Right at Seven hundred and fifty
children’s matinees each month.
The P.-T. A. advertises them
in all its bulletins as well as in
every school room, in addition
FIDDLER CONTEST the
admits
start of his
it didn’t pull in many

of the local regulars. He’s prob-

story. Miller Camp-Fire Girls,
Court Judges and
leading
a group of
club women attended
six Superior

to supplying both metropolitan

and regional newspapers with BIG STIMULATOR ably got them coming anyway.
The tactics in which the oppo-
sitionmanager indulged shows
the matinee, helping to make
the presentation of a gigantic
birthday cake a notable affair.
publicity stories. The theatre
and the Association split fifty- bringing many new patrons to theatre which way the wind is blowing A delightful program was ar-
in North Platte. ranged featuring William Boyd
fifty on receipts. The Associa- aids also to break down barrier that Showmanship in the last in His First Command and the
tion applying its share to the
analysis means developing busi- famous Meglin Kiddies in a
“Nutrition Fund,” which is de- kept rural population from coming ness. That’s just what Miller series of song and dance spe-
voted to providing proper food
is doing. Furthermore he is cialties.
for needy and sickly children. # MENTION has previously They came in overalls, boots and
directing his efforts to the places Wenzel gives assistant man-
The Los Angeles Board ~of been made of the old-time what-nots. Whiskers and all.
“I think it was a very good thing, and people that need most at- ager Perkins credit for securing
Education has officially gone on fiddlers’ contest which Chet as we are going to. get a lot of these tention. the noted guests and girls.
'o:d as ^-sing the scheme, Miller, managing The Fox farmers back. Some didn’t know
and is recommending it to all Theatre, North where to buy the tickets, or how to
Platte, Ne-
get in the theatre after they bought
Parent-Teachers Associations
in the city. Such recognition
was obtained by the P.-T. A.
braska,
town has been
crack.
was

Its
arranging.
a
patronage
tough nut to
is
That

drawn
them. I overheard one farmer make
the remark: ‘I don’t know whether I
want to go in there or not, as I am
USES SKY HERALDS
tying up with the BELMONT
Theatre.
The first matinee was held
practically
farmers,
100 per cent from
but the manner in
which Miller is increasing busi-
afraid
wouldn’t
got
away on
it’s

in.’
too swell for me, and I
know what
We made him
that point.
“We were not getting the farmers’
to
feel
do after
easy right
I
IN APT MANNER
Friday afternoon, April 4th, ness as well as prestige is noth- trade as we should, for the simple as airplane scatters advertising from
and more than 1,600 hundred ing but good showmanship. reason that they thought we were too

school pupils were in attend- Here’s his graphic description of

swell, and that
would be embarrassed.
if they came in they
So they stayed
half way to heaven feature boosted
ance. the contest: away. And we need the
As a means of building the- down here.
farmers’ trade
in most realistic manner to public
“I had thirty-two fiddlers, and they “They got an awful kick out of
atre prestige this idea almost
is were some fiddlers. We
unbeatable. It accomplishes the business on it. We
did a fine
didn’t have a lot
the show.
tryside.
It
The
was the talk of the coun-
papers gave me fine sup-
9 ONE OF the first principles chance. The FOX PALACE
of town trade, but, boy, we sure pulled And we had the opposi-
of showmanship is that no 1 HEATRE in Johnston City,
two objectives for which all
port on it.
the farmers and people from the small tion pretty much worried. He passed matter how attractive the offer- Illinois, is right in the midst of
true showmen should strive towns around. It was the best stunt the word around that it was a hick
yet to build good will with the farm-
ing, the first task is to make territory where competition is
increasing box-office receipts stunt. But I noticed he checked us
ers. We had many people who had both nights, and admitted afterwards
your patrons stop and lend an most keen. Practically every
and enhancing the theatre’s rep- never heard a talking picture before. that it was a good stunt. The only ear. Otherwise you haven’t a show that its manager, John
Meinardi, gets, requires a novel
campaign to fully realize on all
its possibilities.

On Half Way to Heaven he

conceived a unique scheme. In-
stead of distributing his heralds
in the ordinary manner, he had
them scattered from an airplane.
The wording of the throw-a-
way made it novel, “This ad-
vertisement is coming to you
from Half Way to Heaven —
the picture showing at the Fox
PALACE.” It clicked. Not break-
ing any records, but arousing
enough interest to give the
house one of its best weeks in
months.
Evidently he is not showing
Mickey Mouse Cartoons, nev-
ertheless,Meinardi is organizing
a Junior Saturday Matinee
Club. Membership cards and’
buttons are issued and the
youngsters of Johnston City are
enthusiastic about the club. The
club purposes and activities are
quite similar to the many
Mickey Mouse organizations
elsewhere in the circuit.
 ;

I n

mms,

MR Ai' WAROMAN Proposed new fox theatre.

OWNER. too &LOCK SO {jREENLEAF avenue.

nr.c
newt
PiX

• AT THE top is architect’s conception of the new

Fox Theatre to be erected in Whittier at a cost of
$ 1 50,000. The seating capacity will be in excess of a
thousand. The building will contain eight stores. It
is possible before construction is started revisions may
be made to include eight stories of apartments.

• IT REQUIRED ten Pickwick Buses, eight Oaklands

and ten Buicks to transport the party of 750 Camp-
fire Girls,Superior Court Judges and prominent club
women shown above to the Mickey Mouse Club
Matinee conducted by Arthur Wenzel, manager FOX
UPTOWN THEATRE, Los Angeles.

• IT IS estimated the arrival of the Fox-Fanchon and

Marco Air House Party in the giant Fokker F-52 at
Los Angeles attracted more than ten thousand people
to the Air Port. Among the passengers were four F.
U M. Sunkist Beauties.

• AT RIGHT is a photo of
the front of FOX CALI-
FORNIA THEATRE, San
Bernardino, showing mod-
ernistic design of lobby
cards. Both frames and cards
carry only black and white
in their coloring scheme.
Their simplicity in design
and lay-out brings the let-
tering out very effectively.
 1 1 1 1 I1 ' , I

NOW

JHERmiei
EXPLOIT GOLDEN
S' Mast*
King
WEEK
,f

Fox Oakland
Cpremonies /
CALF THIS WAY
“t
7HERMIE contest that may become country wide
Hs« GofijffuJ
Career /KING
IN PERSON
—
i/JISS AT STORES suggested by manager seeing great
SasI
newspaper and merchant contacts
% Fox THEATRE managers are structive showmanship. “The
not going to fall down in Perfect Leg” is the type of con-
;
1 1 1 1 1 it 1 ' 1 1 <T iii exploiting and advertising Her test Glass advances. In
that
f!
IlilllilP'iliililhi i I ! I ! ! IIS' mTrr* 1 ' i i ! I l\
I s 'i nil! ! ‘nr
1

tv
't
\i m l!l minillli'lillllil,, Golden Calf. Last week Now conjunction with the showing
ii n i ! I

I
I iliiii
" II1 1 '• 111
III: H:i
111
someone in
carried a story that of the picture in outlying
hi i ! ' ‘i '
! ii'ii
Mill 1 "I "llll Ml the studio publicity department towns, such a contest would be
iiiiiUiil iiiiiM if////// slipped a cog in not arranging undertaken with the four win-
////;;f

I
I

I -
>r„
CI “^*»

-Shraasrasl
r .h.
co2,"**

xC :^r" -
c
"Ml

»« w™
'*•'«»/

hJ

*1 I
j

-
FOKOAKtAND
atthc I ' I I 1
1
ill®
jiiii Hi
Mini il I
I llll 1
a
Moon
national

Now
Hosiery.
tie-up with

comes O. Fred Glass-

Blue ning young ladies competing
with similar winners from
every house at a grand finale to
THEATRE
l
I /
Hi!
I f J.| I
Mniiii,
I !! n manager of the Fox Temple be held in the ace house of the
I
" a ^‘anTtrmj I
ililll you, at”, .
H FO « Theatre, McCook, Nebraska, city in which divisional head-
I "’WcTl. I

Ml mi opening his quarters He

Fami letter thusly: “Just located. points
•"EDNESIMr is
iiim *°WARW “
.

/ ’i'ii!! miiiiiii! '^^zr

'«« Broadwa, saw Her Golden Calf last night out the tremendous publicity
RSLVN '
S
i UHL1 §! j!' II
h imn
1 I
THURSDAY.
. modi< ““” at midnight preview and be- that could obtained from
be
Fi„lM 1 1

23

FRIDAY .
Stw*i
lieve we have the greatest pic- newspapers all over the divi-
ture for tie-ups and exploita- sional circuits on such a con-
"‘“«H AICm ARE
SATURDAY
" tion that we have had in years.” test. Suggesting among many
DANGER , VEER,,''”"
™ ™'»
Ollf" „
J
I

satubm,
“ Glass’ suggestion en-
first others, tie-ups not only with
,

I Xt“*?K°ACUrli°“™ I

braces individual houses, whole Blue Moon, but other hosiery

1

SUNDAV
divisions and finally the entire manfacturers and dealers, shoes,
MfNffltt"”
circuit. It’s the essence of con- dancing schools, fashion shops,
sporting goods stores, physical
culture establishments and last

two ways of but not

other
least chiropractors
practitioners who
and
are

r
- “ PE^UKSOAvi:^~^ establishing anxious for publicity.

A *-CR
Furthering the divisional
^ **

New s,lverton
contacts which contests, the winners of
.could be sent to Hollywood
which
«^r, e radw to
waiicsMY k S ears, Roebuck
^ compete for picture careers with

_*^****L£s%£
EDWARDS
Tuxedo* Ren»«j r
r
Men
F00D "
INCREASE FOX and other studios and in
addition would furnish splen-
candy 7 did material for FANCHON AND
- «sc
Y b
Buy,h
- ‘Be„
OR '

VENUS
14.1, si,« t
altht
BUSINESS Marco Sunkist Beauties.
Glass is chuck full of confidence
• Increasing Monday busi- as to possibilities of the idea,
ness40 per cent at the small stating that it would prove to
cost of but $2.70, in addition be one of the greatest ballyhoo
to putting the name of his the- gags that we have had in years.
• A CITY wide celebration
atre and its feature, Sarah and This is the kind of show-
TALKING TRAILER IS
marked
reaching his 75th consecutive
week as master of ceremonies
Hermie King’s
Son, in every school room and
every home in Muscatine, Iowa,
manship which every executive
in the Fox West Coast or-
at the FOX OAKLAND
ABLY ANALYZED THEATRE.
layout
This full page
appearing in “The
Tribune” and put over by
Phil Phillips is a testimonial
is the accomplishment of J. W.

Creamer, manager of the PAL-

ACE Theatre.
ganization wants to see coming
in from every manager. Be-
cause of it, the Showmanship
by manager who intimates they should of Hermie’s popularity among Basing a contest on the story Council was created. It benefits
Oakland merchants. of the feature. Creamer offered everybody. Glass didn’t wait
excite interest but not reveal story as a framed picture of “Mother,” until he had the picture sched-
by Whistler, as a prize for the uled for his own house. Neither
well as be pToperly programmed 7’hey should not be a synop- best twenty-five word essay on was it possible to have had a
sis in tabloid form. the children’s idea of Mother. copy of Now to see what was
• Don’t Read this unless you made
ing your whole hand.
to excite interest
I believe that
without show-
Raleigh’s diagnosis will be of Instead of awarding the prize wanted on Her Golden Calf.
are vitally interested in one
Warner Brothers have evolved the best interest to many managers who to an individual, it went to the Nor did he hesitate to send his
of your ace advertising bets. trailers. As you know, their trailers find one of advertising
give a little sort of story and intro-
trailer room of the school in which idea in immediately on seeing
Studio publicity departments most
duce the cast and use various methods their important selling the child is a pupil. Each teach- the preview.
will find in it food for much of stimulating interest in the picture forces. The remedy, however, er selected the best essay sub-
thought. without spilling the beans. seems to lie with the studio. mitted by her pupils, the ulti-
A. C. Raleigh, City Manager, "The leave plenty to best trailers

Fox West Coast Theatres, the imagination. scenes might

the punch scenes.
A few mate winner of the contest be- patrons try
Olympia, Washington, critical-
be shown, but not
They could be described by some mem-
all
gas company is
ing selected from these by a

ly analyzes the trailer situation, bers of the cast in a way that would
without showing them."
committee composed of
paper editor, a
news-
a
business man and
hundreds but
and offers very constructive sug-
sell
tied-up twice
gestions for its improvement.
Study of patrons’ remarks has Creamer.
Not only is Creamer click-
only one lone
It’sshowmanship. The kind of been the basis for Raleigh’s con- § Two Portland, Oregon,
clusions. But treating the make- theatres tied up simultaneous- ing with special contests, but
showmanship that studies every
item of possible advantage and
then developes the cardinal es-
up of
his argument.
the trailer does not finish
The proper plac-
ly with the Portland Gas and
Coke Company for good pub-
by means of personal contact
and good business management
KEY WILL
he developing the PALACE
sentials to the highest degree.
Raleigh writes:
"The question of trailers is one
ing of trailer advertising receives
much
trailer
attention.
on the following
He places the
attrac-
licity
ager
Allan Cushman, man-
of the Fox Hollywood
Theatre has arranged for the
. .

atres
is

into one of the outstanding the-

of his division. During
OPEN BOX
that needs some sort of supervision or tion immediately ahead of the Gas Company to work with the run of Song of the West he • Not Seven, but 2500 keys
attention. I frequently have patrons current feature. Special subjects him in putting on a cooking extended an invitation to all were used by Harry Hun-
tell methey like the trailer better than
the picture.In my present picture,
such as scrip and policy talks school. The company is furn-
people over sixty-five years of sacker, managing the FOX VI-
the press book and all advertising come earlier in the program. ishing stoves, refrigerators and age to attend the feature as his SALIA THEATRE in an exploita-
lauded Jimmy Durante as the new The final argument anent a cooking specialist and will guests. tion tie up with six Visalia
screen comic. In the trailer he sings
practically all of the same two songs
the high cost reasons that the carry the news in all their ad- merchants on Seven Keys to
which he does in the picture. People theatre is entitled to a special vertising, in the press and both Baldpate.
had already seen what I was hollering made by means of cards to gas con-
trailer, as a trailer in its Giving away the keys to pa-
my head off for them to come and see.
"I believe that trailers should be
entirety,not merely scenes from sumers. trons at the box office there was
the picture, cut and put to- Food also was the basis for a right key for each separate
gether. Trailers have one pur- J. J. Parker’s tie-up. Fox U. A. box displayed in the windows
pose, that of exciting interest THEATRE when playing Be of the cooperating merchants.
APRIL 16 TH in the coming attraction. Yourself in which Fannie Brice A card alongside the box in-
uses a gas stove. formed key holders they could
 :

NOW
keys anytime during One of the merchants partici- ences*\vill be asked to select the
try
business
their
hours. Worthwhile
prizes in the locked boxes stim-
pating in the stunt printed the
back of the key tags with his ad
four or five best talking pictures
they would like to see again.
SIX REASONS FOR
ulated the searchers to visit each
shop. Of the six boxes dis-
played only one remained un-
reducing the cost to the theatre
to that of only providing the
keys.
Six sheet boards will be placed
in the lobbies of all theatres
suggesting the titles of all big
CHILDREN SHOWS
opened. The merchants re- The gag was good advance pictures available, with as many sends letters to parents and teachers
ported that practically every exploitation for Seven Keys to features being listed as possible.
one who had a dummy key visi- Baldpate as it gave Hunsacker Ballot boxes placed in the lobby stating good arguments for special
ted their shops. six big window displays for a and cards handed to patrons
An additional box was week preceding the opening will allow them to vote for matinees which feature right pixes
placed in the lobby of the thea- date. The word of mouth ad- their favorites. Those pictures
tre for which the key was held vertising passed around by the getting the largestnumber of
• Addressing A letter to all toons and talking comedies
peal
that ap-
to children, also group singing
the members of the Rich- of popular songs are part of the mati-
until very last.
the Conse- searchers was invaluable in votes will be the ones shown. mond, California, Parent- nee program.
quently everyone who did have stimulating attendance during Ricketson states that he is Teachers Associations. A. V. Your
3. child gets his entertain-
a key came back to try that lock the Nothing new to
feature. only picking up an old idea Brady, manager of the Fox ment during the day time, thus lessen-
after visiting all the stores. The the hunt idea, but as
key that has been used in that ter- California Theatre gives 6
ing his desire to see an evening per-
formance and later wander about the
prize in the lobby box was a worked here it was effective. ritory previously with good re- big reasons why parents should streets unchaperoned.
$5.00 scrip book. sults being obtained. Experience Every child attending the mati-
send their children to the 4.
showing that in towns where Saturday matinee.
nee receives a regular size ’’Hot Air”
candy bar, manufactured by the Car-
Week”
COSTS NOTHING TO
"Request has been put dinet Candy Company, to add to his
1 . Feature pictures,
carefully se-
on before, even though the pic- lected for their suitability to the child’s enjoyment of the show.
tures have been run twice and mind, are the only ones allowed on 5. The organization of Birthday
our screen.
Clubs, etc., help to keep an interest

DOUBLE BUSINESS three times,

cheap prices, the stunt
the
very
has
brought patrons back to a de
last at
Added attractions such as car- alive in the worthy activities of the
theater and community.

6. A Junior Matinee is primarily

schools support contest while teachers luxe house at the usual admis- a kid’s party where the conventions of
the evening show are cast aside to give
sion price.
them one opportunity each week to
feel it increases student interest in Try it. It always succeeds. have a whale of a good time in their
own way.
regular musical instruction courses
9 FIELD representatives of NOW of each contest are eligible to
are starting to get in effective become members of the Har-
work. Here’s H. E. Jameyson’s monica band being organized
first story of a real event in his by Sponsler.
territory In addition to doubling busi-
“Harmonica contests to ness, the contests have aroused
double business, to help young- much interest.
sters learn the elements of
music, and finally tomake the
Fox Waldo Theatre, Kan- to forestall
sas City, a community center of
family interest is

accomplishment of L. B. Spon-
the three-fold summer drop
sler. manager of the theatre. @ Looking ahead to summer,
Sponsler started his weekly with view to forestalling
a

Harmonica contests by enlisting the usual drop in business. Rick

the P.-T. A., who called a spe- Ricketson. Northern Rocky
cial meeting to sponsor the idea Mountain Division Manager, is
and help put it across. The planning a "Request Week.”
meeting was held in the neigh- A month in advance, audi-
borhood school. The principal
of the school put her stamp of
approval on it by declaring that • RIGHT from school came
the kiddies to attend the
interest aroused in Harmonica first junior matinee held at the
playing led to a better under- FOX BELMONT THEATRE.
Los Angeles, in cooperation
standing of the principles of with associated Parent-Teach-
music and made instruction in ers Associations. Sixteen
piano and violin easier. hundred youngsters contrib-
uted a goodly sum to the
The merchants of the com- treasury of the ‘‘Nutrition
munity came across with fine Fund.”
window displays and stores
handling harmonicas did a rush-
ing business.
The contest is held once
m
ft %jf
YOUR HARMONICA HfRf
WALDO THEATRE cotf& r
full pag;e tie-up
weekly
given,
and four prizes are
including Harmonicas
furnished gratis by the Hohner
HAS NOVEL IDEA
Company. The four winners facade of theatre and figure of modish
maiden make up entire front page of
:
'KtC,*!<>.]

a special fashion week supplement

MBi 1
i I
9 Some Measure of the ex- in front of the theatre. In the
muomtcmhi :
cellent business that Herman entire supplement, there’s only
Kersken doing at the Fox
is one other reference to Fox. On
THEATRE, San Francisco, can one of the inner pages, sur-
be attributed to his keeping his rounded by a mass of fashion
eyes and ears attuned to what notes, is a little squib stating
most interests the public. that Walt Roesner, concert over-
On Sunday, April 6, the San tures leader, spring
recognizes
Francisco Chronicle had a shoe fashion week by donning
twenty-four page section de- a pair of the latest style light
voted to a spring revue of foot- shoes for men. The front page is

wear and fashions. The entire the thing. If ever a picture was
front page depicts but two ob- worth thousand words, this
a

• WINDOW display and just

a few of the juveniles who
participated in the
WALDO Harmonica Contest.
Competition is keen for from
the four weekly winners will
be selected members of a har-
monica band that will repre-
sent the theatre.
jects —
a feminine figure garbed one surely is. The beauty of the
from chapeau to pumps in the layout, the smashing drive of
FOX ultra mode and a striking pen the tie-up, is more than stealing
and ink etching of the ornate a page. It makes the page.
facade of the Fox THEATRE.
No woman in San Francisco
could escape the terrific power
of suggestion. Just that fash- APRIL 16TH
ionable lady joining the throng 19 3 0
 . .

fjimmiox
rZ) World .

^Z/^remier^j
SATURDAY
APRIL 19
DOORS OPEN II AM • Let’s get this straight . . We’ve tried to keep away
I’ve seen a lot of pictures from bromides adjectives
—
. . . .

. . I’ve never seen a more glor- superlatives on the contrary . .

ious spectacle than Uni- the we’ve tried to give them selling
It COST A MlLLIOn,-/ versal
Whiteman
production of Paul
The King of
copy. We’ve tried to get it
away from The usual run of
AND WORTH EVERY DIME/ Jazz.
in
sales argument we’ve intro- —
Here is splendor. ..here is the That’s just it spectacle; . . duced, we think, a new angle in
magnificence that is Holly-
we’ve got to add, in our adver- the way we’ve handled “cost a
tising, the entertainment the million and worth every dime”
wood. ..here is lavish spectacle
picture has which the title,
. . . “The most talked about pic-
.

...the daring to be original...

the star and the cast does not ture in history.” Not the lines
to stun with ideas. ..here. ..and indicate. themselves but the thought
. .

only here... is a production There is no dodging the fact behind them.

that shames the best that The King of Jazz is a re-
—
. .

vue . . and right now revues,

in the theatre taste, are bitter. girl appeal
Do not . . in any way . . use
the word “revue” in your copy. # Get Girls
into your appeal
As a word, “jazz” died years with this attraction. The mere
ago. “Syncopation” died with announcement, in towns where
it. The only excuse for “jazz” Whiteman has played, of “Paul
being in the title is White- Whiteman in The King of Jazz,”
—
. .

Fat... Funny... Melodious man, for with Whiteman, the may infer that Whiteman, in

. . . PAUL word “jazz” was created.

Whiteman is an institution
person,
the theatre
is again
with
appearing
his orchestra.
at

pLi k f. V*
Whiteman l_|. Ilf n
His world famous Band...
I
. no other orchestra leader ever
.

compared with him probably

none ever will. Whiteman is in-
.
.

.
John Boles should
portant figure in your campaign
Boles made good in Rio Rita
.
be an im-

and Stars... Stars... Stars ternational . . he is small town and he should repeat in this
and big city and yet to me one. His two big numbers are

^ JOHN BOLES
.

—
.

the picture, the glory of the Dawn of the Day and Monte-
thing, the entertainment, the rey. Boles is a Victor recording
JEANNETTE LOFF
cast, the production big- artist.
Wps/M LAURA LA PLANTE . . is

MYRNA KENNEDY ger than Whiteman.

SHI GLENN TRYON
• ColulMbia Phonograph
KATHRYN
Company will play ball
WafcSl.
CRAWFORD selling copy with you in the exploiting of
I GRACE HAYES
9 I THINK it has been our ex-
Whiteman — they have all the
'
WILLIAM KENT song and music hits of the pro-
perience in selling pictures
duction. Get in touch with
—
. .

TWIN SISTERS G that the person that comes to your merchant who handles this
NELL O'DAY
the screen from outside of the line . . in the cities . . . contact
and
movies is a dud on their first
. .

with the Columbia agency.

500 OTHERS venture. This was true with a Follow through with the cast
half dozen well-known stage in this picture . . each has a fol-
stars there is a chance that it
lowing
. .

. . give them all a break.

may be true with Whiteman
—smother
. .

that’s why I say

# BALLOONS . . Fred Cruise.
Whiteman, the title of the pic- manager of the Fox CRITER-
ture . . with the entertainment ION, in L. A,, where the pic-
that is in the picture itself.
Read the copy in the attached

Mat No. 101

ads . .

• EVERY cut on this page is avail-

able in mat form. Order by num-
ber from Los Angeles office. These
are all two-column lay-outs. Black
backgrounds predominate in all ads.

!1 I° p * THEM ALL .

SHAMES THE BEST!

.
IT

WITH SOLLICKING

JOHN BOLES
World Premiere

«.^TAp?'l 19
DOORS open Mat No. 102

iNOTE title has been played above

Whiteman’s name. Reason for this is Mat No. 103
explained in text matter on this page.
Bear this in mind when creating your ads.
 .

To Exploit. . . Advertise.. Publicise 'King of .

GRAND AT
SEVENTH
MON A FOX WEST
COAST THEATRE

Jazz”... Some Don ts... and Some Dos... Read

^
Carefully ... for Important Stress Points. F
by

frank whifcbeck
ture will play, has made a deal angle into everything that you "The King of Jazz"
houjd be for Paul Whiteman balloons. feature.
They come from the Western Dance hall orchestras and . . with rotund PAUL
J
premiere Novelty Co., 718 South Los cafes .
.
get them to feature the
Whiteman . . is the
Angeles Street. Leon Harris, music hits of The King of Jazz.
ItlOX manager. The price, fully im-
printed with date and theatre,
most glorious spec-
RDAY
am is $92.50 for 5,000.
a ballyhoo
tacle ever conceived
in the mind of
• c> ..
man . .

it is the most colorful

melody romance ever

produced . . it costs
better than a million
noted director dollars . . it has more
fHE Whiteman records from The • HERE is the first picture to
clever people than
\l_KED about King of Jazz. be staged every foot of it .

—by
.

Phonograph in your lobby a legitimate stage produc- any picture produced

n the history . . better still . . can you con- er. John Murray Anderson . .

up to date it has more

loud speaker that and what . .

llY WOOD...
nect a will job he has done,
a
bring to the street the music of What the Follies, the Scandals
feminine beauty . .

• • the production? and the Greenwich Village

jn guessing •

* No*- means to New York . . what more ravishingly gor-

ilating
. • they mean for spectacle, wit,
e something to
merchant tie-Up 1
physical beauty — lavish produc- geous girls than you
IS a
picture... tion . . The King of Jazz will
ever dreamed of . .

.
entertainment Q MERCHANT tie-up on White- mean to the talkies.
man records .
.
get windows When you get a peep at The there is more genuine
. . get the merchants to dis- King of Jazz, you’ll find it a
tribute heralds. Get the girl PICTURE . . every inch of it.
entertainment than we
ever thought possible .

"The King of Jazz"

is a picture . . every
inch of it is super-
entertainment . . there
the
beautiful as
and with
are more novel
mri«e . .

ideas in it than you

DARES TO BE DIFFERENT
IT would expect to find
1
11
S U
c? WITH OR'GI
N am?v STARTLES in five pictures. . .

!AT\ONAL
ORCHESTRA WITH
R RMS WITH MEL- Believe what we are
onv° FASCINATES
ODY.. r a c£
WITH
BEAUTY. .YOU CHORT1 F telling you . . Los
WITH JOY AT THE COMEDY
OTHERS • . hen Angeles will rave over
how is 1930 entertainment "The King of Jazz"
,d

MURRAY ANDW*
|
as they never did
uni^RsmTTicture
before over any
picture!

With rollicking and

rotund
TUN
WORLD PREMIERE
STARTS
Whiteman
BAND AND HIS TOMORROW
AT A.M.

Wo
JOHN BOLES 11

'^G „7‘| A Spectacular Production

oS? More
and Feminine
Originality.. New Id
Beauty.. Th
Score of Rivals...

{ glased ... andflow ,

I JOHN MURRAY ANDERSON

- A -
UNIVERSAL PICTURE . .

Mat. No. 107

WORLD PREMIERE APR. 19
• GIRLangle has been injected in this ad via the decora-
-^KITIUMOX and the girls predominating in half-
tive illustrations
DOORS OPEN 11-00 AM' tone photos. Reason for this is also explained in text.
Remember when ordering mats use mat number at bottom
Mat No. "105 of each mat.
NOW
0 WHEN assigning the show- from a distance, also keeping the
manship council the task of inside around the box-office
ad libbing on Keep Cool it was
our belief we had given them a
dark, permitting the use of baby
spots, fastened up under the
o n
rather tough job. That they marquee, to give cool colors a
handled it like veterans of the play on the box-office display ice cream employees, to show walk infront of the theatre,
theatre is evidenced in the ma- frames, etc. them how cool the theatre ac- with a card explaining that by
terial and ideas they present. tually is. those present at the time may
A report is not given you 0 AUGMENTING marquee
the
have the coins and passes after
from each member. Wire advice 0 This One
has whiskers, but they have melted out. The bot- april
icicle effect, a compo board
from Seattle indicates Fitzgerald border is imposed over the top
is always an appreciated gag, tom of the cake should have a
was one of the first to mail in the idea being to give patrons picture, 11x14 or 8x10 still, of
his material, but it seemingly
of the lobby frames, transform-
coming in off the hot street a the current show, visible to
showmanship
ing the whole lobby scheme in-
was lost enroute. big shot of ice water, which those watching the stunt.
to a glistening cool haven that
You possiblyknow from re- is nothing if not inviting. Cool
helps cool them off, and is council
showmanship pages of taken as a special service on the
ports in
material emanating from the
copy is inscribed across the tops
part of the theatre. A large
0A SPRAY of water, shooting
of these border masks, the let- straight up from the top of
Midwest Division cooler, with the disturbance, the thought of soft-
that H. E. ters, of course, with a snow-
ice free for the marquee, and falling in a
Jameyson’s forte is newspaper credit given the ice plant, and ening down the musical num-
capped effect. fine mist on the pavement and
advertising. All single column bers by the organist, stage band
possibly the sidewalk, (if the
keep cool ads, with sketches, or orchestra should make a hit.
mist is fine enough) is a good
sprinkled over these two pages
0 Whenever a radio program Unless patrons inside the the-
is broadcast from the theatre, cooling bet, giving both a cool
are contributions of Jameyson. atre are actually cooled off, and
or for the theatre, every men- atmosphere and the suggestion.
the music strikes up double
tion of the theatre name is fol- We used the steam idea on Hot
forte for any length of time,
says brown lowed with the slogan, such For Paris, and have left the
as: the patrons are bound to squirm
“FOX McDonald, the Coolest spray pipes around the top of
in their seats, begin to feel un-
0 As SOON as the novelty of
Spot in Town;” and, quite
the marquee with the idea of
comfortable, and finally realize
the first Spring weather has
worn off, we will break out in
how hot they really are. few A
words with the musicians can
the dailies with a story of a
forestall turn,
all this, and in
complete Renovation of our
help to cool off the hot cus-
Cooling Plant, detailing num-
tomers, along with the plant.
erous newly devised improve-
ments that are being put in,
giving us “one of the most says hartman
modern cooling and ventilating
systems in the state.” This will 0 This is a campaign that has

already been set in San Diego,

be followed a few days later
by other items concerning the but which could be used in
progress of the renovation, and other places just as well.
a final story telling of the com-
A
tieup has been made with
Hages Ice Cream Company for
pletion.
This will all be in advance a threemonths’ campaign on a
of our actual Warm Spell, so
A-l Lyons Sundae. This cam-
we cannot stress too much on
paign is to be used to sell the

the subject of Keep Cool, but idea of “Keep Cool” and to

merely plant the idea that we publicize FanCHON AND MAR-
have completed steps to keep CO and the FOX THEATRE. It

our theatre comfortable in all starts with a newspaper adver-

weather.
tising campaign wherein the
We will have started Spring
Hages Ice Cream Company rttns

cleaning and painting, or redec-

a series of ads starting out with

orating by this time, and will

2 columns, 8 inches, over a

plant several news stories on

period of 6 days. Then it grows
to a quarter page for 6 more
that, augmenting the favorable • WHEN “Broadway” played the FOX JONES
THEATRE in Canon City, Colo., Dave Morri- days; a half page for a like per-
impression of our cooling plant often, the theatre name is
son tied up with one of the department stores and iod and finally winds up in full
stories. The painting and omitted, using only the slogan. secured a striking window with the sky-line of a
changes in the physical appear- big city forming the central background against
pages. This will be used in all
which the merchant displayed his wares. It is three of the local newspapers.
ance of the house give the pa-
trons something actually visible 0 In LINE with planting the striking for its simplicity and dignity. We are privileged to use space

to the naked eye, and tend to

idea of having “the coolest to sell our FANCHON AND MAR-
spot in town,” or any such slo-
back up both stories, giving us
gan, a Limerick Contest tieup a white uniformed usher with turning on the water this sum-
a lasting impression “When paper cups, is all that is needed. mer. The water must be kept in
Summer Comes.” with the newspaper is a good
bet. Each limerick should con- An embellishment would be to a spray, if it falls over the edge
As the days near, we con- have the cooler in an ice cave of the marquee, else many pe-
tinue to transform the appear-
name and slogan
tain the theatre
in some manner, and the limer- effect, under colored lights, a destrians would start using the
ance of the house, inside, grad-
icks can be judged daily, over few igloos and scenic back- other side of the street, or the
ually working out to the lobby
a period of days or weeks, with ground, or as far as one's im- back of your neck to walk Tons of cool fresh air are pouring
as the first touch of real warm
the paper running the winning agination might be permitted to upon. into the FOX PALACE . . .

weather starts. $60,000 worth of machinery work-

limerick daily. Pass tickets will go.
ing to keep you cool and comfort-

0 INSIDE the under edge of the

be all that is necessary, or a mer- • Decorating the front of able . tons of steel turning heat
. .

and humidity into summer resort

marquee, an icicle valance, of
chant tieup can be made. A co- 0 In HOUSES not equipped the house is important, and weather come to the PALACE
. . .

op page, with the paper lining with ice plants, a deal can be the foots,and pit, can be turned and laugh in the face of the weather
compo board, painted white on
arranged with a local plant to man.
up Frigidaire dealers and Ice into an everglade at little or
both sides, and covered with provide 100 pound cakes of ice
plants, ice cream emporiums, no expense. Cans of water, con-
metalic Snow Flitters, gives a gratis. Here at the McDonald CO act and our current show.
etc., can be arranged giving the cealed in the trough, and in the
cool and inviting appearance to we use ice in that manner, put- Our own art department will
theatre banner head for its
a pit, will serve to keep ferns and
Keep Cool campaign. Another ting the ice right ahead of our sprays of naturals in good con-
have charge of the layouts, in-
idea, with papers that play that air washer, which cools both dition, and there are always the
suring us of the space we are

way, is to make it a half-page the air before it strikes the artificial flowers for those who looking for along the “Keep
water, and keeps the water Cool’’ Theatre idea.
Our mammoth cooling plant
co-op ad, with the rest of the can afford to buy them.
is hit-
ting on all six bringing cool
. .
page devoted to news stories and cooler. The ice man gets screen In addition to the newspaper
comfort to fevered brows the pix about the cooling plant, mention, but not about furn- advertising, arrangements have
FOX GRANADA is oozing over
. .

ishing us ice, as we don’t care

0 ONE OF the best and most
been made for window displays
with “coolth” come and soak
. . .
and the co-opers. inexpensive cool effects is that
up your share! to spoil the ideas of those who achieved by dressing all em-
in all of the stores using Hages'
may think we have our own Ice Cream, which means over
the entire front. If the under
0A TlE-Up with a Dixie,
plant. We do manage to keep
ployees in whites just as the
one hundred stores in the city.
Eskimo Pie or similar ice heat wave breaks. The whites
side of the marquee has a border the house cool, however. Cards and cut-outs, featuring
cream bar manufacturer, to give take blue spots beautifully, and
of lights, set the valance inside A1 Lyons and the Fox THE-
away such bars at special mati- do much to add to the general
ATRE prominently will be used
of the lights, thus illuminating
nees, kiddie shows, Mickey •A GOOD
gag for a hot day is scheme of coolness within.
on mirrors and fountain backs.
the snow effect so it can be seen to with the ice com-
tieup
Mouse clubs, etc., is a good hot
All of the Hages’ trucks will
weather draw, and many other pany and have coins and passes
angles can be evolved, such as frozen in a large cake of ice.
0 To Those who have been carry banners with pictures of
good and hot (here on earth) A1 Lyons and copy which will
bannering the delivery trucks, The cake is placed on the side-
APRIL 16TH and have then been subjected to carry out the “Keep Cool” Idea
19 3 0 and a special show for all the a loud racket, noise or such and which will be tied in with
 —

NOW
which would create
size inside, with particularly attrac-
stores,

quite acrowd to watch the re- tiveshow windows, would not

k e e sult,and of course the papers

would play it up big. You
only display bathing suits on
dummies, but the theatres using
Fanchon Marco stage shows
could really make a contest out
call the longest song in the characters on Sunday. Why of it and have some prominent could send down several of the

eddie fitzgerald world and every verse ties in not use them in publicising the man of the town be the official prettiest girls and give a demon-
with their selling line of keep "Keep Cool” campaign? The judge, etc. stration of the living display.
rocky newton Katzen jammer Kids in Alaska, Naturally there would be tieups
your gasoline cool with Blu-
h. e. jameyson Green Gas. Their line offers a for instance. • I Am sure every theatre and mention of the current
tieup with the word “cool” could tie in with one of the show, and the fact that it is
russell brown
which could be hooked up with electric refrigerating companies,
haTTy hartman our campaign. If the Fox THE- says newton like Frigidaire, Kelvinator, or SPEAKING ofSUAV^BR,^-
jim hughes ATRES on the coast could tie up • HANG two large themome- General Electric, and use their RE-SORT
with Gilmore, we could get a one in town near heavy
ters; windows thru out the summer have you at-
bob harvey large amount of publicity with effective tieups of one sort
. . .

FOX
sidewalk traffic and the other in tended the
through these radio broadcasts. the theatre lobby. On the or another. Attention could be ORPH E UM
lately. Summer
the idea of the cool Fox THE- The above is just a little food thermometer in town call atten- called to the fact that the Fox resort weather . . and no sand in
.

ATRE. Every possible medium for thought. Some representa- tion to the prevailing temper- THEATRE thinks enough of the your hair. Mountain coolness . . .

of the Gilmore Company comfort of patrons to spend and no stone bruises. picnic . A . .

of exploitation will be utilized. tive ature and urge people to come its
without the ants. cool, comfort- A
Saving the best for the last could be interviewed and some to the FOX THEATRE where the $ Why not come in ing vacation . . that doesn’t leave
.

— this campaign is

the
entirely
Fox
cooperative measures lined up
between their Gas gag and our
thermometer inside the Theatre and select a Frigidaire and pro-
tect your food as well as your
you broke. Our mammoth cooling
plant makes the ORPHEUM, Kan-
without cost to is, say 20 degrees cooler. This sas City’s favorite summer resort.

Theatre. cool theatres stunt that would of course can be varied accord- pocketbook, or something along
carry the message over for both. ing to the maximum and mini- these lines. just as cool at the Fox THEA-
• Since all of the new mar- It’s impossible to state definitely mum temperatures. TRE as these FANCHON
quees are of neon display, we justwhat could be done this — 9 I Believe we could also tie Marco girls appear.
would unfold during a confer- up with the regular ice com-
believe that everyone of these # DISPLAY a large block of ice,

marquees carry red letters to an- ence with the Gilmore people. say 200 pounds, in the panies on some sort of a gag • In The ad copy here is a
nounce the current attractions. It should be made coast-wide
lobby with a placard alongside maybe to put placards on the good line: “At the Fox
It seems that some arrangement with Gilmore Gas, and in other worded to the effect that "out- sides of their wagons, pointing every day this summer you will
could be made with the Neon parts of the country this same side this cake of icewould melt out the advantages of ice to the be as cool as a cucumber: as
Company whereby blue or green proposition could be worked completely away in five hours. patrons of the Fox THEATRE comfortable as an old shoe; and
letterscould be used instead of out with other gas companies Here it will last three days. It as compared to the advantages as happy as a lark. Enjoy our
red, enhancing the "Keep Cool” exploiting the same idea. is always cool and comfortable
of their ice in protecting their hot weather programs”.
Idea. at the Fox Theatre”. This health and food at home.

• SINCE Frigidaire does a lot could be varied according to the

says hughes
• Here’s an idea that sounds of advertising, a tie up with town. You might even go to # I BELIEVE arrangements
a bit far-fetched, but which them would be profitable. the extreme of putting a cake of could be made in a great • WE Have no modern cool-
could be put over to advantage When we were giving away ice on the sidewalk in front of number of cities whereby some ing or ventilating system,
with the aid of proper promo- Chevrolet cars in our theatres, the theatre, and one of similar of the leading department only two suction fans on the
tion. through local dealers, they co- roof, so therefore about all I
At present many beverage operated to the fullest extent. can help on this issue will be
concerns are concentrating on Like the Chevrolet film we • IN making this lay-out for the FOX SAN FRAN- "what I have done in the past”
showed of the assembling of CISCO THEATRE, Bob Harvey has tied in a
to fight hot weather.
popular cartoon character as an attention getter.
different parts of a car, we He carries his head copy in the cartoon conversation
could likewise show a film of fashion and ties it in directly with the FOX THE- • It Makes my task a little
L tr tyorkiny for Os! methods of cool- ATRES of San Francisco.
the Frigidaire more difficult in hot weather
We’ve put him on ing and hooking this up with a to entice the patrons in as they
<3§£gM the staff he’s
reel showing similar methods em-
. .

a gent you can love

.

know the IMPERIAL about as

better in July than January . . . ployed in our theatre. With FcOME OH fcflOWH £YBf !
* GET THO.TE well as I do as to comfort dur-
with Jack on the job the FOX
CRITERION turns “heat waves”
proper hook-up with Frigidaire KINKT OUT OF YOUR JOINTS WE'VE GOT ing the summer so have fol-
into cool waves. Meet him today.
one of these Frigidaires could TO TAKE IN ALLTHO/E FOX WETT COATT ,
lowed different lines to keep
be given away
He’s a comforting chap. at the theatre in
-THOWr^x JHBY'Rt OUR HITCHING POfTf TODAY/, them coming.
the same manner that we gave
novel thirst quenchers to meet
A
away the Chevrolet car.
on
A f In The past I have —
Given
the demands of summer. large Frigidaire could be dis- more attention tomy book-
suitable spot could be set aside play in the lobby with the coils ings during July and August,
in an inner theatre foyer, where exposed to the air and the Frigid- bringing in the largest features
some enterprising firm could in- aire hooked up and in oper- possible, features that I knew
stall a nice display and serve ation. The coils would become the public wanted to see and
cold drinks to patrons of the covered with frost and finally would stand for a little discom-
theatre. The glasses or prefer- resemble a large snowball. This fort to see
ably paper cups used need not display could be kept in the
be over two or three ounces in lobby during the hot season and
• Always inaugurated a
capacity. would be very effective with Greater Movie Season start-
If a firm were introducing a blue and green lighting. ing the first of August, carrying
new drink to the public, no bet- Their methods of cooling my advertising campaign dur-
ter means of exploitation could could be tied up with the meth- ing July along with advertising
be found. The firm would prob- ods used in our theatres to cool on current attractions, this has
ably be willing to furnish a the air. A lot of possibilities that so-called psychological
couple of girl attendants, prop- center about this line and many on patrons, when they see
effect
erly attired, who could serve other angles could be worked the “biggerand better” pictures
these drinks to the audience dur- out in conjunction with this coming they will continue to
ing a special “Keep Cool” inter- idea. come.
mission. As a rule, a new con-
cern of this kind finds it profit- • In Houses where the Fan-
% Also just carry “It’s Cooler
able to do a lot of advertising, chon & Marco Ideas play, In The Imperial” in my
both newspapers and on bill-
in the line girls dressed in bathing newspaper space.” "It’s Cooler
boards. The Theatre could tie suits and busily polishing up Inside” signs out front, that’s
up with this display in a prom- the spray apparatus in the air
all the mention I make of the
inent manner. work system, while same being weather, for I feel the least I
This is just a suggestion that turned on, would make a very say the better.
may easily be elaborated upon. effective picture for newspaper
To demonstrate its possibilities, publicity.
• Summing up the hot
we might state that we are en- Where the Frigidaire system weather situation
upon a tie up of that kind
tering of cooling the air is used the — city the outcome will depend
in this

in San Diego. girls could be dressed in furs,

greatly upon the attractions that
mittens, fur caps, etc. while in- I have, but I never let up on my

• The Gilmore Gasoline Com- specting the cooling plant. A

pany is doing a lot of adver- picture of this stunt having the EL CAPITAN usual stunts or advertising, in
fact go at them a little harder.
tising at present in connection girls a little in the nude for
with their Blu-Green Gasoline. contrast.

They have a big broadcasting

program over the radio, at • YOUR Los Angeles ads have APRIL 16TH
which time they sing what they been carrying comic strip
 — ?

ANOTHER POPULAR
PIX MADE BASIS OF
To see a bird of paradise walk-
ing around in hen feathers is dis-
this third installment
couraging.
Why the producers of High So-
ciety Blues decided to waste a won-
derful little picture
out Janet Gaynor and Charles
to send ... I STUDIOS of syndicate features
Farrell the ——
immortals of 7 th
] PLAYERS
Heaven in an effort to fascinate
the world under a parasol like
. . .
comes to you in mats of either the heads
High Society Blues ... is beyond
For two generations, Willie Col-
comprehension.
The “blues” idea
lier as a legitimate
actor has de-
and illustrations only or mats of matter
is stale.
lighted the American theatre world.
“High 'Society” invariably calls
to mind inflexible spines and stilted
Any production which featured him as well... and they are built around
in the cast has been accepted by the
chatter.
public without reservation as good.
The names Gaynor and Farrell,
High Society Blues, his first real
will have to intrigue for this
talkie.
why
Are
Not that they can’t. But
the handicap?
titles so hard to get? It . .
talking picture is a splendid opus
for continuation of the Collier class.
It’s
Enough
Willie Collier at
said!
his best.
JANET GAYNOR AGAIN
HIGH
doesn’t seem so. Some marvelous TEAMED WITH FARRELL
titles have been wasted on some
terrible shows.
It will probably be hard to con-
vince with High Society Blues
until someone sees it and begins
—
The soft pedal has been gently
but firmly applied to studio pub-
licity
days
departments.
of flambouyant
Passe are the
•

advertising
ACTUALLY LIVES ROLES
IN “HIGH SOCIETY BLUES’’

EMIL JANNINGS NOW

• PRIVATE
f SCREEN
1 SOCIETY
. . .

and pure hokum publicity yarns. MASTER OF ENGLISH TO STARS-!

talking.
For it is
Gaynor and Farrell were the stars
of Sunny Side Up. David Butler
a sweet little story.
Straight, honest display ads with
appropriate art of course and real,
short but interesting stories for
RETURN AND MAKE
DIALOGUE FILMS
•
'SHELLEY FOPJ) (. S' BLUES
directed both shows
well . .
has done as
. perhaps
—a shade better
news columns
Just another case of imagination
is the watchword. PARIS, ROME, VIENNA,
BERLIN. NOW FEATURING Off stage, William Collier, Sr.,
with High Society Blues giving way to cold practicability. FOX MOVIETONE PICTURES is anything but ritzy, or the “high-
with
the exception
which he had no control.
of that
.

title
.

—
.

over
High Society Blues; Song O' My
• • hat” personality he plays in the
High Society
The picture has a good My Heart, John McCormack's pre-
LUCIEN LITTLEFIELD Blues. Having
moves.
It
plot.
mier screen gesture; Fox Movietone
PROMINENTLY CAST IN seen him in
Follies of 1931; The Sea Wolf;
“HIGH SOCIETY BLUES” dozens of de-
has light and shade.
It
DESIRES TO BECOME
Janet plays a city debutante Jack London’s most popular story: lightful stage
ultra smart, and all that. Connecticut Yankee in King
DIRECTOR plays and
Did you •
know that she was born a cosmo- Arthur’s Court; The Man Who known him as
AS SEEN ON HOLLYWOOD B L*£
politan ... in Philadelphia? . . .
Came Back. There’s a line-up of “HIGH SOCIETY BLUES” probably the
And Charles Farrell plays a wealthy talking screen fare to suit the most GIVES AMERICA’S POPULAR foremost light
country boy. Did you know fastidious for the coming summer STARS OF “7TH HEAVEN” comedian that The adorable sweethearts of the
he was born well, ‘back-state’? . . .
and early fall. THEIR MOST BRILLIANT the American screen are back again in High So-
It was in Walpole, Massachusetts. • VEHICLE stage has pro-
ciety Blues. Of course, you know
• duced. I won- immediately that we mean Janet
Hope he doesn’t mind. No more delightful love story
One bright young man about
Hollywood gay blade, high-
ever filmed — no better pair of play-
ever paired than Janet Gaynor
HAL ROACH WILL DIRECT
M-G-M FOREIGN FEATURES
dered just how
he enjoyed
Gaynor and Charles Farrell.
You know that we couldn’t
— High ers
. . .

playing
mean any other couple if you saw
hat. and intellectual says and Charles Farrell, rarely such a • n, c that
Society Blues is hokum. splendid supporting cast as in High
Wm. r- ii-
Collier, Sr.
p art
7th Heaven, and if you were fortu-
The wealthy country “FAN” LETTERS DEMAND nate enough to see Sunny Side Up.

rbe wealthy city girl with a uke-

a marvelous personality,
— boy wins Society Blues. It's romantic, tune-
ful, aglow with the spontaneity of
RETURN OF WESTERNS:
ESTABLISHED COMEBACK
I

First,
was not long
if there is
in finding out.
anything he likes,
It’s refreshing these days that two
people can go on being make-believe
lele. and youth. The ideal entertainment for PREDICTED it is appearing in a feature with sweethearts and still be such whole-
charm. all ages. such a zippy, interesting theme as somely good friends in real life
The b-y-m about Hollywood • High Society Blues. Secondly in
. . .

each with his or her individual do-

wouldn’t think it was so improb- FANCHON AND MARCO his long and illustrious career
able —
if only once he could see . . .
If you want to meet Janet Gay-
nor in person don’t look for her in BOOKINGS INCREASE
all
this was one of the few times he
mestic interests.
High Society Blues is the rift
the society editor of his home town the spots where filmdom’s great and DESPITE SOUND PICTURES had the pleasure of working with upon which many a matrimonial
paper doctoring the copy
. . .
• such an all-around excellent cast. undertaking wrecked.
. . .
near great gather. Only rarely does is But one
after some charming, personable, she mingle with other celebrities. “SILVER KING” TO MAKE Since first he saw Janet Gaynor in good argument for the institution
but distinctly “ineligible” young BOW AS HORSE STAR Seventh Heaven, he has yearned for
Not that Janet considers herself su- of marriage is Janet Gaynor. She’s
outlander had leaped the barricades, an opportunity to work with her. been married to the same man for
perior in any way. But you know •
and stampeded with the winsome Collier lives his roles. He con- several months and hasn’t applied
daughter of a socially-elect.
she is a recent bride and to all brides JANET GAYNOR CO- siders Miss Gaynor’s work in the
It’s home is the most charming place. FEATURED WITH FARRELL for a divorce yet. Perhaps that is
being done. picture that won for her a place one contract which will end with
Just now she is living at her beach IN “HIGH SOCIETY BLUES” a

it
And in High Society Blues
isdone so that it is funny
. . .
cottage -a —
truly
rooms, away out
one only five — TERMED ONE OF FEW among the silent screen’s im-
mortals. one of the finest pieces of
period instead of a comma.
It can be done, though
amuses ... it entertains.
at Malibu. There ACTRESSES HAVING REAL even . . .

it
she can rest and read, swim and UNDERSTANDING realism ever to come within his in Hollywood. A new note in so-
Not necessarily hokum ... It play, or if she cares to. iust lie in vision. Working with Charles ciety blues is being found by a
is treated lightly. Thev go out •
Farrell in High Society Blues, she group of actually contented couples
to win you and thev do. High
Society Blues is something of a gem.
— the sand and dream. Oh. for the
hectic life of a movie star in these
L. A. “CALIFORNIA"
THEATRE TO BE TRY-OUT does some of the greatest work the who have been married permanently
lazy springtime days. cinema has developed. Collier, a for some time.
High Society Blues! HOUSE FOR SPANISH MADE veteran, enjoys his association with Just count them on the fingers of
Just a poor bird of paradise,
• PICTURES them. It is but natural for him to your left hand. There are Mary
sent out into the world under a
To you whose piano rack is • feel that nothing will ever approach Pickford and Doug; Milton Sills
laden with Joe McCarthy song hits, BUSTER KEATON STARS IN
flannel nightcap. the regular American stage when it and Doris Kenyon; Conrad Nagel
prepare to make room for more. FIRST FEATURE M-G-M was in its heyday, but in this, his and his wife (who, by the way. is
From out the dim nast, in the days SPANISH TALKIE first big talking picture endeavor, a non-professional and who met
of “When I Get You Alone To-
• he sees a worthy successor to the Mr. Nagel while she was writing
nurtir” down to the fascinating airs
of Rio Rita, Mac has been a steady
“HIGH SOCIETY BLUES” stage’s former high estate. publicity for a movie magazine) :

REVEALS WM. COLLIER,

SOUND contributor
bits. In
of
Hia
America’s
Society
ponular “DEAN OF AMERICAN
SR. Willie Collier, as the older gen-
erations know him, is an institu-
Harold Lloyd
wife. Mildred;
and his charming
ColleenMoore and

COLOR
•>
Blues,
conjunction with James F. Hsrde .-.
i
STAGE” tion. A
show in which he was John McCormack, the producer,
• featured never lacked for crowded and last, but not in any way the
he offers several numbers destined
for a happy career.
“HIGH SOCIETY BLUES” bouses and long runs. His de- least . . . Buster Keaton and Natalie
MARKS FIFTH TIME LOUISE lightful repartee, his witty ad-lib- Talmadge.
GRANDEUk 6 : (
FAZENDA AND LUCIEN
LITTLEFIELD HAVE BEEN
bing have enshrined him in the
hearts of millions. If he is in the
Anexclusive clique of these folks
travel about quite a bit in Holly-
HUSBAND AND WIFE cast, the show just simply has to be wood. They can be seen quite
good. There’s no question about often at a theater party or at the
When was decided to make
it in establishing the resistances they that. Ambassador or Roosevelt Hotels on
High Society Blues into pictures must put in to force so that one Rack your formal dinner-dance
brain and consider nights, and
with Janet Gaynor and Charles sound does not overshadow the who could have been a better busi- frequently they hold their famous
Farrell it was realized a wider scope other and the dialogue can be clearly ness rival for the witty Collier than “soiree” at the homes of the
of action would be required for the understood. It does not stop at members.
whimsical Lucien Littlefield? What
players in this story than is usually this. Record is made of the scene could have been a better vehicle I don’t believe it can be called a
permitted with a sound picture. four and five times on film and in .
for displaying their wealth of tal- club because no one ever beard of a
Perhaps you have noticed that sound and then the most perfect of ent than the plot of High Society business meeting and no member
sound has compelled the players to these is the one that is used in the Blues And who, but another old has been appointed to keep books
stop rambling about the set. They finished production. favorite. Hedda Hopper, could have or act as treasurer. The require-
are forced to stay within range of Before sound entered the pictures ments. if you are a star and you
been a better blue blooded, high
the microphone, and still they can- usually two negatives were made of These refinements have been grad- sociefv wife? wish to be “admitted,” are:
not be stilted and stiff, the action ual and many do not realize the
a subject, today in addition to “I’ve never tried to be an actor.” 1. To be married two years or
must be natural. sound compelling the producers to great progress made in this direc- more.
he says. Quite a startling remark. . .

High Society Blues would natur- use more film in the making of a tion. Should you have the oppor- 2. To the same person during this
That’s the great quality he has
ally call for elaborate sets. Elabor- picture, they also are compelled to tunity of listening to one of the period of time, and
very first vocal pictures and then
brought to High Society Blues.
ate sets mean a wide range of ac- make more
negatives. At least To
3. enjoy a home life that is
tion. This demanded a battery of three complete negatives are made listen to Janet Gaynor and Charles
an inspiration to all your
microphones with much expert of every picture. Farrell in High Society Blues, you
friends.
labor on the part of the sound en- You will notice in High Society would realize the advance made in How many couples east of Holly-
gineers to filter the various back- Blues that the old rumbling of the sound in the past year. wood Boulevard can meet these
ground noises, but still bring out male voice is missing, there is not That greater improvement will a wider sound track, a noticeable specific qualifications?
the main action sound and dialogue. that pronounced change in tone be made in the reproduction of not refinement is brought to sound
All of this must be rehearsed when the transition is made from a only the human voice, but all reproduction. With all the resources
time after time not only until the girl’s voice to a man’s voice. This sounds in the musical scale is the of radio experiments and the re-
players are letter perfect in their is due to a further perfection in foregone conclusion of the tech- search being done by the motion
lines, but up to the point where handling of sound that was not nicians of the industry. With the picture companies themselves rapid
the sound engineers have succeeded possible with earlier productions. perfection of Grandeur, which has
 stepping with

• CANDYLAND IDEA
.

nc h
revising it to present
standing numbers, plus adding
the
n
out-
& marc
require any urging to have the
midgets enter into the routine
ager, R. B. Orvison
his best friends.
is

Anything that
one of

two or three novel and original with a vim. Temperament was Christoffers needs in any of the
features became a task for noticeable by its absence. All city departments, Orvison usu-

GIGANTIC TIE-UP Fanchon.

First thing that befell the
knew Fanchon
stars
as a maker of
and appreciated the time
ally
ing
sees that he gets.
the pictures requires
Tak-
time,
little folk, despite their years of and work she was doing to the locations always are at busy
• Fanchon and Marco's Idea goes to San Diego, the
spots, but as Chief of Police
experience, was long hours in make their Idea unique.
Candyland Idea is to have Sealer there will check the girls
the rehearsal hall. Most atten- Kelly is another of George’s
one of the most unique and ex- on another group of scales, the
tion was given to the ladies of right hand men, a couple of
tensive ballyhoo and exploita-
tion campaign tie-ups in the his-
same procedure being repeated
in every one of the thirty-six
the ensemble. Fanchon took
personal charge to transform
PASADENA motor cops are assigned to han-
dle crowds and clear the way.
tory of American theatricals. cities in which the Idea will
The National Confectioners As- play. The confectioners’ associ-
them into typical Sunkist Beau-
ties. Assuming that nothing is
PICTURES The editors of the Pasadena
Post and Star News, Messrs.
sociation and the Toledo Scale ation will publish the diet in a
Company have been contacted manner similar to the now cur-
good and complete unless thor- • Much Favorable com- Kellogg and Runyon are on the
ough from the ground up, the ment on the Fanchon and staff, too. They cooperate in
to cooperate on the Idea over rent Nancy Carroll menu. In
mat form it will be furnished
little women embarked will- Marco supplement to Now is every way possible.
the entire circuit.
ingly upon the strenuous train- being continually received. The Time, seeming impossibility,
The premise of the campaign to all houses playing F. and M.
ing to which all embryo Sun - story of the idea, exploitation other obstacles, make little dif-
and the wedge which won 100 Ideas for use in their advertising
kists are subjected. It didn’t and ballyhoo suggestions, pic- ference. If the stunt is wanted,
percent support of the N.C.A. is or publicity. General stories
tures and other information George Christoffers does every-
the necessity of including sweets have been prepared for national
contained therein apparently are thing he can to put it over.
in the diet which marks the syndication and more than
justwhat the managers want.
passing of the boyish form and 1000 publications will be sup-
Gag and tie up pictures are
hails the return of curves.
The opening episode will
plied with news relative to the
experiment.
making an emphatic impression.
The general question being:
SUNKISTS
Not only members of the N.
take place simultaneously with
the initial performance of C. A. but independent manu-
facturers all over the country
"Where
pictures?”
do you get those
CENSUSED
Candyland Idea in LoEW’S Fanchon and Marco
State Theatre, Los Angeles. will participate in the tie-up.
All • Census Takers are not go-
The Associations national ad-
Ideas have their first presenta- ing to miss out on enumerat-
The Sunkist Beauties will be tion at the Fox Colorado ing Fanchon and Marco’s
on sixteen Toledo vertising boost the stunt
will
weighed in THEATRE, Pasadena, Califor- Sunkist Beauties. And the pop-
continually. All the well known
Scales, their weights recorded nia, of which George H. Chris- ulation of Los Angeles is going
names associated with candy
by the Los Angeles Sealer of toffers is the manager. He is to be further increased by their
Weights and Measures. Then manufacture will devise special
window
decorations as well as
the man who makes most of being numbered among its resi-
they will be put on a special the pictures possible. He and dents. Many of the girls have
copy for local advertising to be
diet in which a certain amount the man who shoots them. applied to the census authorities
run simultaneously with the
of candy will be included for Christoffers’ relations with in the city inwhich they hap-
each meal as well as for between playing of the Idea. Each thea-
tre manager will be supplied
public newspaper exec-
officials, pen to be playing for the spe-
times. This diet the girls will and merchants in Pasa-
with a complete exploitation utives cial blanks, which they have
follow rigidly. When the
dena are ideal. The city man- forwarded to the local offices.
bulletin, containing all infor-
mation necessary to put the

CIRCUITS stunt over in a knockout man-

ner. New York and Los An-

ADD TIME geles publicitydepartments have

been instructed to consider this
tie-up as an absolute must go
• Commenting on a news and to keep at it hammer and
item that sound had cut into tongs during the entire period
vaudeville fifty percent, Marco of its duration. The Confec-
states that the inroad is purely tioners’ Association will spend
temporary and due to causes more money on it than they
other than sound. ever have in any other advertis-
“Latter day vaudeville as a ing campaign. Every possible
whole was waning, de luxe pre- means of exploitation and pub-
sentations or units was sup- licity will be utilized. It’s the
planting it. one big opportunity for all
“The new vaudeville, as a candy manufacturers and deal-
matter of fact, gained many ad- ers to capitalize on a psycho-
ditional weeks in 1929, our cir- logical movement. Doctors,
cuit adding 15 weeks.
alone sociologists, fashion designers
Furthermore unfavorable condi- have quit fighting the stay slim
tions, making the playing of fad. They have taken the lead
vaudeville prohibitive in some in urging womanhood to feed
spots are fairly in the way of herself rather than starve.
being adjusted by the most
interested parties. These men
cannot afford to
disappear and
see
before
vaudeville
many
TRAINING
months
a helping
elapse,
hand
we expect to get
from them,
TROUPERS
which will bring more theatres • Training Trained troup-
into the presentation fold. ers to her ideas is not an
“It may be correct to inter- every day occurrence for Fanchon.
pret the news as marking the In developing FANCHON AND
passing of ‘average second or MARCO’S Miniature Idea, the • TRAINING tiny troupers
third grade vaudeville’. That famous Singer's Midgets came for Miniatures Idea! Erst-
which sound while Singer’s Midgets under
is the only kind to her intact. The fascinating personal supervision of Fan-
can permanently supplant, but little people are known from chon, hard at work master-
our kind of presentations were one end of the country to the ing the Sunkist Beauty tech-
rapidly supplanting that before nique. Little tips that helped
other as purveyors of splendid
have stamped the F. & M.
the advent of sound. The talk- entertainment. But in coming hallmark of class on Minia-
ieshave brought the first grade under the F. Id M. banner, they tures Idea.
vaudeville talent into the films were entering the field of the
and makes them
this very fact newest and most modern the-
better attractions on the stage. atrical offerings.
Sound, therefore, will not hurt Adapting their style to FAN- APRIL 16TH
vaudeville, but help it.” CHON AND Marco standards, 19 3 0

L
 A6

NOW
by r. h. projector mechanism bearings. is caused by overloading the fore testing, so that there

me cullough, The most recent Western condenser with excessive volt- will be no shunt path around
Electric Power Amplifiers are age, which punctures the insu- them, which would give a
f*w*c* sound A. C. operated. have an- lation and provides a path for
I faulty test. Before testing the
engineer swered a number of calls in re- current across the plates. Turn condenser for open circuits and
gard to the short life of power off power to amplifier before short circuits, discharge by
amplifier and rectifier tubes. In testing for a defective condenser. holding a wire or a piece of
order to obtain full life from You will notice that all connec- metal across its two terminals.
tubes operating on A. C., the tions are soldered to the con- This will prevent an erratic test
filament terminal voltage should denser terminals on the 43-A caused by a residual charge.
not exceed that specified by the amplifier. A headphone tester and a C-
manufacturer. In appreciation Keep in mind that two battery connected in series,
• The Western Electric 46- The retardation coil and con- of the fact that the filaments are groups of condensers are in use, should be used for testing con-
A amplifier is used with the densers form a complete filter often overloaded when the in- first unsolder connection con- densers. Touch the condenser
3-S sound installations and is System, which serves to by-pass coming voltage from the A. C. nected to the lower terminal of terminals with the headphone
the smallest composite unit the or filter out the alternating com- lighting mains rise above the C-2. This lead comes from be- tips of the tester and C-battery
Western Electric manufacture ponent of the pulsating rectified point of safety, a means must hind the panel. After unsold- connected in series. There will
for theatre sound installations current, which comes from the be provided for controlling the ering connection on condenser be a click resulting from the
at the present time. This am- rectifying tubes V-5 and V-6, input voltage to the rectifying C-2, turn amplifier starting sudden formation of a charge
plifier has given very little so that true direct current is ob- transformer. It is necessary to switch to plate; if the meter on the condenser plates and the
trouble in comparison with tainedby smoothing out or re- check the incoming voltage with reading is normal, the defective accompanying rush of current
other types of Western Electric moving the A. C. ripple from an A. C. Recording Volt-Meter. condenser is in this group. through the headphones. Tap
amplifiers in use. This ampli- the current going to the ampli- If the voltage is far above nor- Again turn off power to ampli- one of the testing tips to the
fier uses 110 volts A. C. supply fier tubes V-3 and V-4. From
and also 12 volts of battery retardation coil L-2 and con-
power. The input is 250 densers, the current flows into
ohms. The first and second retardation coil L-l. Retarda-
stages employ two 239-A vac- tion coil L-l is used to prevent
uum with a resistance
tubes the amplifier current fluctuations
coupling between them. The from being shunted through the
gain control is connected be- rectifying circuit.
tween the secondary of the in- On many occasions amplifier
put transformer and the grid of tubes become unbalanced and it

the second tube and can be ad- is found that retardation coil

justed in steps of 3 DB. The L-l preserves the push-pull ac-

first and second 239-A tube fila- tion of the circuit. From re-

ments receive their supply from tardation coil L-l the current
a 12 volt battery. A rheostat flows to the secondary of trans-
is connected in the filament cir- former T-3 and to the plates of
cuit so that the proper value amplifier tubes V-3 and V-4
can be obtained. The 239-A and out through the filaments
tubes have their filaments con- into the secondary of trans-
nected in series; if the filament former T-4 and out through
of one tube burns out, the other the center tap, across resistance
tube will not function. R-18 and back to the center tap
Th e third stage employs two of transformer T-5. Across
205 -D tubes connected in push R-18 there is a voltage drop
pull. A transformer couples the that impresses a negative bias
second and third stage. The on the grids of tubes V-3 and
two 205 -D tubes in the third V-4. Resistance R-20 and con-
stage have their filaments con- denser C-5 is used to remove
the remaining ripple and unrec- mal, it will be up to the Local • THIS is a schematic drawing of the Western Electric
nected in parallel. The primar- 46-A Amplifier as described on this page. This ampli-
ies of transformers T-4 and T- tified alternating current from Power Company to correct this
fier is used with 3-S Sound Installations usually in the-
the negative grid voltage of condition, by installing a vol- atres with less than one thousand seats.
5 are paralleled on a 110 volt
A. C. supply. Transformer tubes V-3 and V-4. The Grid tage regulator. With systems
T-4 feeds current into the fila- bias for the 239-A tubes is ob- using the 41 -A, 42-A and 43-
ment circuit of the rectifying tained by a voltage drop across A amplifiers, the plate current is fier before continuing operation condenser terminal several times.

and amplifying tubes in the resistance R-l. The plate po- indicated by a plate current and find the defective condenser. Sharp clicks should not be
third stage. Transformer T-5 tential for the first 239-A vac- meter on the 42-A and 43-A Restore the connection to con- heard after the first and no click

supplies plate potential to all uum tube is taken between R- amplifiers. The plate current denser terminal C-2, unsolder should be heard when the test-
12 and
R-l 3. The second indicated value should stay connection between C-2 and ing tip is removed from the
amplifying stages in the 46-A
amplifier and also the plate po- 239-A tube (V-2), the plate within the red limits on these C-3 and again turn on starting terminal. A double click ob-
tential for the two 205-D rec- potential is taken between R-l meters. With an increase in switch to plate. If the meter tainedwhen the tip is applied
and R-l 7. The output is line voltage these indicated val- reading is still normal, it indi- and when it is removed indi-
tifier tubes. The 46-A Western
Electric Amplifier equipment through the transformer T-3 ues will pass the red mark on cates that C-2 condenser is good cates a short circuit.

includes a full wave rectifier. A and to the receiver circuits. This the plate current meter and if and that the trouble is between A condenser maybe faulty
full wave rectifier is a rectifier, amplifier has an output of 2.4 this increase in voltage con- C-3 and C-10. even though it does not show a
which rectifies both alternations watts. tinues, it is liable to break down Continue testing in this man- direct short circuit. Moisture
or both halves of the alternating Many interruptions have oc- the insulation on one of the ner until you locate the shorted in the insulation may cause a
curred due to the stripping of condensers. condenser, which will cause the slow leakage and this makes the
current. Both the positive im-
pulse and the negative impulse the fiber gear on the 707- When condenser breaks
a meter reading to fall. If you condenser worthless for use in
drive, on the Western Electric down, due to an overload, it is find at first by unsoldering an amplifier. First discharge
of the alternating current are
passed through a full-wave rec- Universal Base. I am surprised very perceptible as the reading Lower Terminal of C-2, that the condenser completely and
that so many projectionists on the plate current meter will itdoes not bring the meter back lay on a piece of glass, mica,
tifier. The resulting pulsating it

have overlooked the reason for fall below the red limit. Take to normal reading, it shows bakelite, or other insulating ma-
direct current has as many rises
and falls of current as the alter- stripping this gear. The Foot the 43-A amplifier for instance. that defective condenser is in the terial.Charge it by holding the
nating current has alternations, Brake on the Universal Base is Two groups of condensers are second group C-ll to C-19, re- two leads from a C-battery or
only to be used in case of an used with this amplifier. They store the connection on C-2 B-battery to its terminals for
this being double the number
extreme emergency. It is very are connected in parallel. As and test the second group of a moment. After waiting a few
of cycles.
important that the Foot Brake indicated on the Western Elec- condensers for a defective con- minutes touch both terminals
The following is a brief ex-
planation of the 46-A amplifier be set, so that it will stop the tric Schematic Drawing on the denser as outlined for testing with the testing tips of a head-
projector mechanism gradually cover of the 43-A amplifier, you the first group of condensers. set, without any battery in
full wave rectifier. The direc-
instead of a dead quick stop. will notice that the first group After you have found the series. If a strong click is heard,
tion of current flow from the
Stopping the projector quickly contains condensers from C-2 shorted condenser, disconnect it the condenser has retained the
rectifying tubes V-5 and V-6 is
is the direct cause for so many to C-10 and the second group from circuit and continue oper- charge, but if a weak click is
from plates to filament into the
fiber gears stripping. When the contains condensers from C-ll ation and immediately order heard, or none at all, the con-
secondary of transformer T-4
projectionist first enters the pro- to C-19. These condensers are another for replacement. I have denser is leaky. The strength
and out through center tap of
jection room, prior to starting accessible, by removing the advised before that condensers of the click of a condenser de-
the secondary to the retardation
the performance, both projec- front cover of the amplifier. should be disconnected com- pends to a great extent on its
coil L-2 and through system of
tors should be run for short If the plates of the rectifier pletely from the circuit, be- size. When testing a condenser,
condensers C6, 7, 8, 9, 10, 11.
time, prior to being threaded. tubes get excessively hot, this is care must be taken not to touch
They should be run slowly. another indication of a defec- the terminals of the condenser
This will give the bearings a tive condenser. The troubles or the bare tester tips with the
chance to loosen up and run experienced with fixed condens- fingers,as this permits a loss

APRIL 16TH free, before giving them top ers are open circuits and short through the body and conse-
19 3 0 speed. Always use light oil in circuits, usually the This
latter. quently results in a faulty test.
 . —— -

NOW
# As THEY are available re- entertainment value for average audi-
ences.”

offered
The
views

assignment of these
first

are given to you this week.

of previews
you by Charles Bugle.
will be

unbiased •pinions Women’s University Club, Los An-

gelesBranch of American Association
of University Women: “Stereotyped
Western action film, in which the
murderer of the officer of the law is
office smash if you sell Louis Mann dancers of world- wide fame a yard scenes that are not part of the story apprehended after considerable diffi-
plenty before the opening. In the long. All technicolor; music by Ir- are not recommended. Youth, 14 to culty. Tarzan, the beautiful horse,
takes first honors. It is of greater
previews cast are Leila
Francis
Hyams, Elliott Nugent,
Bushman, Jr., Robert Mc-
ving Berlin.
"Rhapsody
Whiteman’s great hit
in Blue” as a production
18,
No.”
Doubtful. Children 8 to 14,
interest to youthful than to adult au-
Wade. (M-G-M) number magnificent and the exposi-
is Women'sUniversity Club, Los An- diences, and the objectionable features
... by charlie bugle tion of Jazz as the melting pot of the geles Branch of Amer. Assn, of Univ. are, after all, only local color. Ado-
music of all nations is stupendous. Women: “ 'The Golden Calf’ is a lescents, 12 to 16: Entertaining.
Children. 6 to 12:
§ IN A Town about seventy- the arizona kid The two big song hits are “Call of facetious reference to the nether ex-
not too exciting.”
Entertaining, if

Dawn” and "Monterey”. In the cast tremeties which are in reality the fea-
five miles from Hollywood, Jeanette Loff William Kent; John tured players. Interpolated songs Los Angeles District, California
Fox. Warner Baxter. :

we preview a great many pic- Boles and Helen Hayes are prominent. confused the type of entertainment. Congress of Parents and Teachers:
e SEQUEL to In Old Arizona. Not The picture is commonplace, and the “Entertaining for adults and adoles-
tures for different studios, and NOTE: Titles and footage are often
cents 14-18. Children. 8-14, Amus-
quite as good and very similar in emphasized suggestion of exceptional
changed before release date.
so I am enabled to give you fel- treatment of a rather slender story, merit in rapid success, puts the accent ing.”
National Board of Review: “Family
lows the low down on some of but being what it is it should do on the wrong place to recommend for
audience (12 years up).”
some business on short engagements. children. Adolescents, 12 to 16, Not
the going to
pictures you are Cast includes Mona Maris_, Carol Lom- her golden calf recommended. Children, 6 to 12,
play in the succeeding months. bard, Wilfred Lucas, Hank Mann and No.”
In reviewing the pictures I want Arthur Stone. Fox.
El
Sue Carol, Jack Mulhall,
Brendel, Marjorie White,
California Council of Catholic girl of the port
Women: “An amusing comedy,
to be brief, show you only the Richard Keene, Paul Page. rather sophisticated and verging into R-K-O. Sally O’Neill, Reginald
Sharland, Mitchell Lewis.
high spots and give you a line czar of broadway • GENERAL Federation of Women’s
slapstick
children.”
at times. Unsuitable for

on the type of picture so you Clubs: “This light comedy with • DAUGHTERS of the American Revo-
Universal. John Wray and National Board of Review: “For lution: "This post-war drama deals
may be able sometimes to figure Betty Compson. its slender plot; its art of production the mature audience.” with the psychopathic condition of an
above the average, and its entertain-
ahead on exploitation, tie-ups, ment value of the best, is rounded out
ex-army man's fear of fire. The girl
O BlG racketeer picture like Street of
Chance. Handsomely staged. Plenty with very spectacular sets, a splendid
he loves aids him to gain mental and
theatre parties, etc.

In general, let me say they

of punch and a cracker-jack story. chorus and catchy music. Excellence the fighting legion moral balance by will power. Regen-
eration for the discouraged is shown
Wray will be remembered from New of acting centers in Sue Carol, who
are making them bigger and bet- by this unusual and well directed film,
York Nights and his performance in presents a new and most acceptable Sue Universal. Ken Maynard, Doro-
to her public, all of whom will appre-
with a locale of tropical scenes. Ab-
ter every day. The line-up for this even better.
picture Betty is thy Dwan, Frank Rice. 1
sorbing entertainment for adults.”
Compson is unusually pleasing. In ciate this facet of her. Jack Mulhall
the summer is going to far sur- the cast are Edmund Breeze, Willard as Homer, does the honors by his part. • GENERAL Federation of Women’s Los Angeles Dist., Cal. Congress of
pass even the past winter sea- Mack, King Baggott and John Herron. The good comedian and clever artist, Clubs: "A beautifully photo- Parents and Teachers: “A story that
deals with the mental after-effect of
Czar should prove a hundred per cent El Brendel, has human appeal, and graphed, artistically produced and very
son. I have seen more than a box effervescent.Marjorie White teams well acted piece, concerning two pals
the war on some of our boys who
office.
dozen served over there. Locale changes
pictures recently that well with Richard Keene, as the cast on the Western frontier who are
brought to see the value of honor and from the fighting line to the South Sea
will not be shown until May reveals the story of the metamorphosis
Islands, where drinking and vice are
of a homely little ‘work-a-day’ girl loyalty through an officer of the law,
and June in most spots, and la marseillaise into the beautiful winner of love and who is murdered. The rounding up encountered. An absorbing story, well
portrayed, with a theme that is too
they’re all box-office knockouts. Universal. John Boles and station. Photography fine. Good of the 'bad men’ concerned in the
mature for children.”
Laura LaPlante. family picture.” murder and the romantic and senti-
Daughters of the American Revolu- mental theme running through the
Women's University Club, Los An-
• ROMANCE interwoven with the geles Branch of Amer. Assn, of Uni-
tion: "A comedy with musical revue roughness of the plot sustains the in-
father’s day opening of the French Revolution. about an ‘ugly duckling’ who blos- terest. The fine horsemanship and versity Women: "It is an uncon-
Costume of course. Has some big vincing, mediocre production which
soms into swan to win the
a beautiful beautiful scenery add zest to a very
M-C.M. Louis Mann. moments leading up to the storming heart of the man
she loves. light A worth while family picture.”
does
2 not greatly entertain. The war
of the Bastille. Produced on a big scenes showing the horrors of the use
FORMER stage star of many suc- and amusing picture for average audi- Daughters of the American Revo-
• scale with a large cast and big mob. of liquid fire make it unsuitable for
cesses; made his first big hit in The
ence.” lution: “This picture of Western
Should do business in spots. children.”
Girl from Paris, a New York Casino
It’s Los Angeles Dist., Calif. Congress ranger life in open spaces concerns the
clean and ought to be played along
sensation some thirty years ago. He’s of Parents and Teachers: “A light rounding up of terror-spreading out-
educational lines. There is a fine theme farce, depicting the struggle of a young laws, and avenging the murder of a
a fine comedian, one who can turn
your laughter into tears play upon
the heart strings like a guitar. In
— song and a splendid musical score by
Charles Wakefield Cadman. Besides
illustrator to get a start in the com-
mercial world; the aid of his secretary
Texas ranger, interwoven with clever
comedy, sentiment and thrills. Dia-
the featured names the cast includes
Father’s Day he’s a poor German and her metamorphosis. fitting A logue weakens this film, but silent por-
barber with a growing family of chil-
Sam DeGrasse, Lionel Belmore, Stuart climax of love and wealth. Two tion is excellent. For its type, good
Holmes, Harry Burkhardt and Dewitt
dren. He sends his oldest boy to Jennings.
college to become a doctor; another
son spends the gas company’s funds
on a horse race and the barber hocks
his shop to save him; the daughter king of jazz
goes wrong and one Xmas Eve the
Universal. Paul Whiteman.
old man and his wife are alone with-
out a single child to cheer them. For • The Finest thing this company
a time it looked as. if the whole thing has ever turned out. Gorgeous be-
were to wind up a sad tragedy. The yond description; besides the marvel-
audience of two thousand was so ous band and Whiteman himself is a
tense you could hear a pin drop: then, list of names; comedians; singers:
the boy who robbed the gas company
and went to Pittsburg to start over
again comes home; gives the old man • Fox West Coast Theatres ex-
the money to pay off the mortgage, tend congratulations and best wishes
contrives a great family reunion and to the following members of the
everybody is happy and the audience organization whose birthday anniver-
is as glad as the old man. The applause
saries occur between the dates of
was terrific for three minutes as the April 16th and April 22nd.
curtains closed. It’s sure to be a box
16TH-
Charles La Rue, Publicity, Carthay
Circle, L. A.

m • v i e t • n e news 7TH
Lola B. Haizman, Usherette, Mis-
sion, San Jose, Calif.
8TH
# MANY interesting episodes in is Victim. U. S. Army Planes
first
Mobilize in "War” air Service
1

Burdett W. Loucks, Doorman,

these two Movietone News . . .
Grauman’s Egyptian, Hollywood.
Concentrates nearly two hundred
releases. The
sporting element Fighting Craft for Bombing Ma-
W. Carl Smith, Asst. Mgr., World,
McCook, Neb.
again is represented in several neuvers at Sacramento, California.
1 9TH
events which might find their • NUMBER FIFTY-EIGHT. Ad- Alma Hanseth, File Clerk, General
way as news into the sport miral Byrd Welcomed in New Zeal- L. A.
Office,

pages. With spring at hand and . . . First and Only Sound Films David Lackie, Doorman, Crystal,
of Antarctic Explorers Return to Los Angeles, Calif.
there is, of course something Civilization . Byrd Dons New
. . Grace J. Coomer, Cashier, United
about style. Many managers Admiral’s Uniform to Visit English Artists, Portland, Ore.
Cruiser in Laburnum in Dunedin Tatsutori Ikemori, Janitor, Glen
find a strong play on their news Harbor. Something New In London City, Santa Paula, Calif.
release pays. We are giving you Night Life ... At Gayest Soho 20th
the contents as we received it Clubs Boxing While you Dine is Peggy Holmes, Stenographer, Gen-
by wire. Read it over for ex-
Latest Fad And After Brawl on
. . .
eral Office, L. A.
with Ball. Fishermen take Trout Marion E. Woody, Doorman, Egyp-
ploitation possibilities. Census Ardent Anglers Open
. . .
tian, Denver, Colo.
Season Whipping Placid Brooks of J. Ovid Crook, Usher, Kennedy,
• NUMBER FIFTY-SEVEN. New Cape Cod, Mass. British Auto Race Kirksville, Mo.
York Celebrates War’s Beginning Season Opens Speed Demons . . .
—
2 1 ST
. . . Fifth Avenue Crowd of One Whiz Around Huge Cement Oval Raleigh A. Petty, Janitor, Criterion,
Hundred Thousand Sees Soldiers and at Brooklands, England. Airplanes
Medford, Ore.
Veterans Parade on Thirteenth An- Swarm Over Golden Gate War . . .
Kenneth L. Peter, Asst. Mgr.,
niversary . . . Fire Department Game on Pacific Coast Demon- World, McCook, Neb.
Couldn’t be left out. West is out strates “Attack” on San Francisco
first with Beach Wear . . . New Harbor. (Note: Following to all 2ND
Summer Styles Shown at San Fran- except Los Angeles, San Francisco, Adelaide Young, Usherette, Dome,
cisco indicate Seaside will be Crowd- Portland and Seattle). Billy Sun- Ocean Park, Calif.
ed. Marconi in Italy Talks by day Now Fights War Demon . . .
J. Leslie Swope, Mgr. Director, W.
Radio to Australia . . Inventor’s . Noted Evangelist Takes Up Cudgels C. Hollywood Theatres, L. A.
voice wirelessed eight thousand in Behalf of World Peace. (Note: Milton H. Sharp, Artist, Oakland,
Mot No. loo
miles from Yacht at Genoa to Following to Los Angeles, San Fran- Oakland, Calif.
Sydney. Desert Nomads Heed Muez- cisco, Portland, and Seattle Only.) • WHEN ordering this cut of John McCormack
zin Call . Arab Wanderers Gather
. . Meet Dean of United States Ship- please refer to mat number which you will find
in Bousaada Alberia for Ramadan ping Captain Robert Dollar
. . .
in the lower part of the cut. The mat number on
Period of Fast and Prayer. Eddie Gives Characteristic Interview on this particular cut, you will note, is 100. This
Cantor Gets New Job . . He’s Book . Eighty-Sixth Birthday at San Ra- mat is available to you from the Los Angeles Office.
Salesman now and Samuel Goldwyn fael, California.
 — . — — .

into action. A jockey

knows his horse . . . hd
knows how to get
f f i c i a most out of him
courage
speed. Know the persor
. . . stamina
.
th^

.
.

you are driving . dc . .

• • * €t C€t€TQ not use mass methods or

the individual dc . . .

not .use the whip until

THE man you get into the stretcl
|
who drives you . .
9 In THE opinion of George the yellow copy is held in abey-
— if you do . . . your
Be happy if necessity E. Montrey, manager Fox ance pending receipt of the in- horse may break.
Jispushing you! Capitol Theatre, Taylor- voice approved by the purchas- The best pictures
There isn’t a man ville, Illinois, the talking trailer . . ing department as to prices anc. were painted; the best!
Iworking under salary, is the supreme method of adver- terms, then if merchandise is re- books were written
Ithat isn’t being driven. tising on the screen. He feels ceived or work performed in under the driving ot
the silent trailer has a place in satisfactory manner, settlement
|The spot light of public necessity. Ambition is
those instances only where it is is in order. Payment is then
opinion . . . the editori- the first talking picture of a par- necessity. Give yourself
j made, and the yellow copy of
fal columns of thousands ticular star, such as Garbo or . .your theatre
— . . .
the purchase order with the in-
of newspapers drive Lon Chaney. voice attached thereto is for-
goal . . . then let it bt
j

{Herbert Hoover, Presi- He points out, in his diag- warded with the manager’s your ambition to read
fdent of the United nosis of the trailer situation weekly report to the accounting that goal. Drive your-
(States. Do you think that the spot where trailers are department as authority for the self drive your cre\ . . .

Ithat Harold B. Frank- placed on the program is im- drawing of check and payment but don’t let the*
of moneys as shown on the pull the whole load; get
—
llin isn’t being driven? portant. In his experience he
found that running the manager’s weekly report. your own neck into the
|You are kidding your- has
Iself ... if you do. The
trailer of his next attraction
away from his other trailer
lan who sits in the high that is not making it a part of
All invoices, by instructions
as shown on the purchase or-
collar get your owi —
shoulder to the wheel-
der, are first received by the pur-
ispot ... he is the one the trailer reel, but placing it chasing department who check
then encourage b}
. . .

jwho feels the driver’s in between pictures is much — the prices before forwarding fairness
when needed
but drive
. .

—
. sternness,]
jjwhip and that whip is more effective in keeping it in them to the theatre for pay-
j. . . criticism and public the minds of the people than by ment. Should there be any dif-for that goal.
jopinion. If . . . for one placing it at the end or the be- ference between the invoice and When you are drivei
that ginning of his trailers for the the yellow copy of the purchase take it kindly
I little minute . . . . .. . .

order, the invoice should not try to understand

|big executive lets down day. what
be paid until it has been taken
if he stops driving © When things look tough
.
is back of that insistent
up with the purchasing depart-
creating . . deliver- and the situation seems hard ment explaining why there is a
push . that urge in- . .

ling — .

the eyes of the to beat with the house creeping difference.

tended to carry you on,]
.world will see it and the toward the red, or possibly in In many instances the vendor If you think you arc
Itongues will start in to the red public response luke- . .
is not paying attention to the being bullied maybe . . .

warm, we have often wondered billing at the footnote of pur- the fault is with you,|
fclack.
instead of attempting to
A general manager
if,
chase order and copies of in- Think it over ... if the
hammer away with all of one’s voices are being sent through to thought is still there-
drives his executive might on the particular attrac-
the theatre. However, they go to your boss he'll
family . . .
»

They . . . in turn . . .
tion,
attitude
whether a right-about-face
would not be the better
should not be acted upon, but
should be forwarded to the di-
talk —
come to an un-
drive the employees in procedure and the course of derstanding and a deep-
visional purchasing office im-
their department. main effort be put in the selling er appreciation of the
j
mediately for determination as
No
driving ... no re- of the theatre as an institution. to prices being correct and also motive back of the drive.]
jsult! That's a cinch.
Impressing the public with approval for payment. Some of us run bettei
the pictures being offered are
|Driving makes for ne- not haphazard selections, but APRIL 16 1930 Where the items purchased without the driver’s
are covered by an application whip. If you are one of
cessity and
I makes success.
. . . necessity those which have proved
greatest success. In other words,
the VO 4 NO 15 for appropriation, the invoice is
paid by the Los Angeles general
that kind don’t kick. — .

don’t grumble don’t . . .

There are different building prestige. office and not by the theatre,
[ways of driving break . don’t lose the . .
. . .
published every Wednesday by when these invoices are received
race through stubborn-
j
there are different kinds
of drivers and the smart
FOX WEST COAST TH E ATR'S by
office
the
instead
divisional
of
purchasing
sending the ness carry on anc
. . . —
{executive . . . under- HAROLDIB. FRANKLIN, yellow copy with invoice at- when the right time
president and gen'l manager
tached to the theatre for pay- comes . . . then have ai
stands the person he is main offices: loi angeles, California
ment, it must be sent to Los honest, up-and-up tall
{trying to swing into top
speed.
Angeles for attention by the with the man doing the
| general accounting department. driving; he’ll appreci-
The chances are . . .
On January 1, 1930, a new
© HEREWITH you are given the ate it every depart- . . .
iyou are being driven. routine was put into effect for
proper procedure in handling ment head wants to un-
iDo you resent it? . . . the handling of all parts or re-
of purchase orders and invoices derstand, to know
Thank the man who is placements for sound equip-
j
in connection therewith.
The Electrical Research the men he is working
fdoing it . . he’s proba- ment.
The purchase order is made Products, Inc. engineer is re- with.
bly doing you a favor. up of four copies for the Los chase order has been sent for- Our circuit is goin§
quired to leave his recommenda-
Are you driving your Angeles and Southern Califor- ward and
for execution, to tion in the form of a service at high-speed . we are .
|own employees? If you nia Divisions, the colors being await receipt of goods. The department order with the pro- on top on the job ever^
lare not . . . they are white, pink, yellow and blue,
probably taking ad- but in all other divisions there
white, pink, and yellow copies
are forwarded to the division
jectionists who in turn hands it
to the manager with his com-
minute —driving is nec-
;

additional manager for his approval, who

essary don’t hole . . .
vantage of you. some- I are five copies; the
ment noted thereon or attached,
copy being buff color and a in turn passes it on to the pur- back don’t kick ovei
. . .
times think the worst is
after which it is forwarded to
record for the divisional pur- chasing department to insert the traces . under- . .
I thing an employee can the office of Mr. R. H. McCul-
“He’s a great
chasing department. prices and the name of the ven- lough, Supervisor of Projection
stand and thank . . .
Isay is . . .

jjguy.” If they had said

It is most important that the dor from whom the purchase for final approval, and should the man who is drivinj
orders be made out so that they is to be made. No signatures he approve the service depart- you.
“He’s hard to please; can be understood, written in a should appear on the original ment order, it is passed on to
ibut he is fair,’’ it would legiblemanner, and all articles copy of the purchase order up purchasing depart-
the general
She a finer compliment. quoted by their proper name; to the time it reaches the pur- ment for a purchase order to be
Ever watch a horse machine parts and supplies must chasing department. issued covering the items that
;race? Didn’t the jockey carry the legal description, serial When copies mentioned
the are enumerated.
number, etc., and particular care are by the purchasing
received
fcoax his horse along A form is used
special order
must be given to filling in the department and the transactions
Iwith whispering into for this routine and unless such
proper shipping instructions. consummated, the yellow copy
this ear . . . encouraging order is received by the Electri-
The pink, yellow, and blue is returned to the theatre by the
cal Research Products, Inc., no
Iwith kindness? Then... copies of the purchase order purchasing department, and action will be taken because the
fas they came into the must be signed by the manager when received, all data such as
type of order that is issued by
stretch then, and as the party requesting the pur-
. . . pricesand the name of the ven- the general purchasing depart-
jjonly then ... if at all chase be made, after which the dor should be added to the blue ment is the only one to be recog-
fthe whip was brought blue copy is removed and held copy which is filed in the man- nized by the Electrical Research
i
concluded on col. five on file as record that the pur ager’s office for future reference, Products, Incorporated.
Scanned from the collection of

Karl Thiede

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