: '

will THEATRES picture history 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 H. E. JAMEYSON, bansas city 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 SET NEW RECORDS entangled ... in their own emotions. There- studio offerings are laden with golden fore a showman ... is a possibilities with outstanding features natural victim of con- fusion —especially so . . including classics, comedies booked when inescapable prob- • WITH THE ad- lems are . . . hurtling Commencing with Easter studios which will have a vent of talking • pictures came the toward him. Week a dozen pictures are mighty strong appeal to the real Marie Dress- But—to realize his scheduled for release that show women will be Sarah & Son, ier. Her delight- every indication of possessing starring Ruth Chatterton. It ful artistry has own limitations . . . and won the acclaim record-breaking box-office qual- has the sort of punches that weaknesses ... is half of all critics and ities. Seldom is this number of will reach the heart of every elevated her to the battle. To antici- new heights of pictures available at one time. woman who sees it. pate his dilemma ... and popularity among Commenting on these pro- A box-office flurry will be the fans. Again be prepared to struggle ductions Harold B. Franklin created by Light of in “Chasing Rain- Western with his problems . . . bows,” she com- said: “I have looked over the Stars wherever it is played, as is pletely dominates foresight. bookings and pictures that are do all this type of outdoor the work of all If he is a real available beginning other players. ... 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, somehow manage ... to this part of the year ought to Rogers will be offered in Young have compared her mastery with that conquer his problems be the beginning of a record- Eagles. It has some mighty fine of the super-greats breaking era, if we can judge material in it . . . without losing a by from spectacular of the stage and the splendid product available.” as well as entertainment stand- screen, but in whit of . . . his emo- Among the foremost of “Chasing Rain- tional richness. these point. bows” her great productions is M-G-M’s Rogue A strong boxoffice title is versatility finds You are no dumb ani- further expression. Song which introduces Law- offered in Ladies Love Brutes. mal . . . resigned to She’s a hot bet 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 sell any picture. . show- weeks this picture has been en- With the proper spirit and Don’t miss any man — with foresight. joying tremendous business at effort put back of these produc- opportunity to Use your brain . . Grauman's Chinese in Holly- tions, of take advantage of . your one the most successful wood. her popularity. wit . . . your ingenuity. periods ever enjoyed by the F. Order by Mat Study your From the Fox Studios a suc- W. C. theatres should be es- Number 108 . problems closely—and with con- cessor to Sunnyside Up will be tablished. given in the latest Janet Gaynor fidence in your ability and Charles to understand — Draw Farrell vehicle. High Society Blues. These pop- on your fund of experi- trade paper 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 his return he found the pack- the something happens. duplicate Anna Christie at the age with C. O. D. charges of Make it happen your box-office. This picture is based EPOCHAL $24. They were paid. But by on the successful novel Ex-Wife. whom? way. But It is a gorgeous production and TREND Inquiries developed the fact a story every one will under- FEATURE that when the Remember . . . shipment came that no stand and appreciate. Morrison was alone and ac- one man . . . Indications are that of the times was ever so During this period a western ® Song cepted it, paying the driver in . . . O’ My Heart, John profound that an- that will create history at the McCor- cash. mack’s first picture other man . . . which has # When we read some of the could not box-office is The Arizona Kid “You see suh,” said Morri- been made in both standard advance information on contribute to his with Warner Baxter. It is a son, “ah hears you talking width and Grandeur by Fox, Grantland Rice’s Spartlights, knowledge. If you follow-up of the exploits of the about some fool package, and I Cisco will be one of the outstanding where they tell us they are go- have reached the bot- Kid made famous in Old knows you want it so ah just productions of the year. So you ing to show the world how tom of your bag of Arizona. digs down in the ol sock.” Those might know what the industry homeless canines are trained to tricks ... if you have points which have not played Montana is thinking of it and that you perform some of the most dif- tried every stunt you Moon with @ Can You imagine a verse Joan might be prepared when you ficult of feats, we wonder why know Crawford have a real box- sprouting in Seattle. Such ... to drag the will show this picture, we are some one has never built a sub- office attraction headed their oddities are rare from that sec- melting public ... in quoting for you the tribute ject for the screen divulging the way. 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 It is claimed by many who accompanied by ten bucks, we, . . . into your cool ordinarily be called their many days without food thea- have seen Universal’s All Quiet review, of course, can afford to publish ter—let another man's but you will realize it is more Doggone, can those dames eat? On The Western Front that it. It comes from of a tribute than a Hal Elias of ingenuity aid you. this is the finest war picture review after M.G.M., and here it is. you have finished reading Sil- No Matter what position Do not be afraid ever made. It will have its pre- # verman’s to use the miere at the CARTHAY CIRCLE, views: you hold in the Fox organi- I've other man's " scanned your musings This is Hollywood, with an not merely a matter of zation there is something wrong Concerning Showmen plus and . . . ideas when admission John — they McCormack singing 1 1 songs, Pix and price of $1.50 during the run. but a film that’s going with you if you fail to become harmonize . . . to reap. Fox: Such with the This studio has and will surprise many in imbued with the spirit of co- needs of your picture, as everyone knows, commun- the trade by the manner in which it And Inspiration is based on the famous book operation that permeates the beckoned ity. You know has molded what might easily have I heard your organization. her call bearing the same name. More become so much sentimental sop into patrons. You a charming know than a background for the Irish Witness the case of Charles Stunts? Yea million copies of the —I've copped ’em all! what they tenor. It is spiced by more inter- Thanks need. book Morrison, colored porter of the have been sold. woven legitimate comedy than any Hartman. Baetz and other West Does your foresight talker to date. Fox Waldo Theatre, Kan- Coast Another unusual picture em- Boiling it all down beauts leaves two basic factors. tell you . . . that a stunt McCormack’s sas City. anating from the Universal you've voice and J. M. Kerrigan. Another bow to NOW read in studios is King of "McCormack’s first L. B. Sponsler. manager, was NOW Jazz with screen effort is Ah, Fairest One going to be will work in your Paul Whiteman. The screen has a delight for two of the in a sweat over Mickey I'll Mouse woo you yet three present generations. And so far Another year - - - house? Then I never seen a more spectacular as material that was delayed an use it the British possessions it can’t miss. (Sitting Drill . . or beautiful production. through ‘Song O’ My Heart’ transit. Everybody around the . Hammer . . . Effects And cheap at that is no hardship. have been injected in this pic- ‘ house For ten ! Pound away. had heard his prayerful Have Original story as outlined by J. J., ture that have never before McCarthy, queries about ‘‘an express pack- foresight enough ... to been who also picked the title, had no other aim than age.” On second reading of the let- see that accomplished. the heart. There consistent effort was never any thought of trying ter we find the ten simoleons From the comedy standpoint to, Sponsler was . make a romantic screen down town. On . . will put—your figure of Mc- was for a subscription as R-K-O’s The Cormack, nor would the indi- theater Coocoos with singer’s dig- — permanently nity permit that he be made cated by the caption on his verse Bert Wheeler and Robt. Wool- to look ... in the public ridiculous in his own eyes by any twist which reads mind. sey should “The World’s First 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 it amounted to some- 19 3 0 Thank You.” thing more than the ordinary prob- lem. Considering or ignoring these : 8

NOW

factors, as you choose, ‘Song O’ My man of apparently moderate means, because of the name you have 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- PRESENTS CHARTS are.” this one as it unreels should do some- lage cronies—Kerrigan and Farrell kind of men you Ker- thing to throttle that superior skep- Macdonald. Almost as good as The committee is now devis- tical faction which only refers to or rigan’s comedy is Macdonald’s ing plans for a unified and con- speaks of the screen sarcastically if at "straight.” Between them it’s superb, FOR FADER CUES all. And that's the smallest of the a matter of two legitimate actors giv- centrated effort that each man- ing strictly legitimate performances. worries for the studio, in that it ex- ager in the Los Angeles Divi- which pects not less-than a $2,000,000 gross Not simply a matter of being just two following sample of scheme home out. Several rental from this effort. But it will top clowns mugging for hoke laughs. The sion will follow 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 committee and sub committees feature for Fox. work is a study for performers either picture breaks to improve timing “To take care of McCormack in on the stage or screen. He’ll prob- are being appointed to carry out story form the script trifles neither ably never see footlights again if the the various phases of the big with his age nor figure in drawing him studio has its way and a report is that cues proper- and girl in hotel room 8 campaign. • TALKING fader as a prominent singer in his native Fox has a long string of options to ly arranged which have much Down 1 —Immediately land colored by inference, with an un- his contract. All managers of L. A. are en- successful love affair, the subject of Kerrigan is a former legit actor of to do with the effective showing after scene of man talk- co-operating. which, Mary, has wed elsewhere by note, who also was director of the Ab- thusiastically of pictures have always been a ing to newsboy . . On command. Her death leaves him to look bey Players, Dublin, for a number of for managers. J. J. scene of poker game ... 7 after her two children. The building years. His personal effort here is tough nut 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. Actually a opens a tucson subject much study and has ar- Reel 8, Open—In middle of superlative contribution. cable so informs McCormack’s accom- ” cues scene of poker game . . panist as the tenor is in the midst of ‘Song O’ My Heart’ is a credit to ranged the following on an American concert. Story’s only everyone concerned in its making. The new theatre Street of Chance. Division man- Powell is playing 7 continuity gap appears to be no des- recording on McCormack is excellent, agers are advised that Mr. Up 1 —On Sound of ignation of the singer’s occupation as is the judgment evidenced in the • Fox West Coast Thea- until somewhere the last reels handling of all the component parts. Franklin’s office 'can supply these Train Whistle . . Scene in three tres forged another link in Its unsophistication, simplicity, and when it is hinted that he will sing sheets on request. of train 8 in public ’’again.’’ Up to that time warmth are what they’ll like.” their growing chain with the Reel 9, Down 1 —Scene of a the audience must accept him as a opening of a new FOX THEA- 1, Open- Music on Reel — newsboy wearing white TRE in Tucson, Arizona, April Titles 9 sweater entering Apart- 11th. Down 1—Scene of Pow- ment lobby . . He talks DEDICATE Harold B. Franklin attended ell and man standing on MONTH to woman 7 the opening personally, leaving sidewalk talking 8 Up 2—for music on 1 on the Southern Pacific for Tuc- Down —On Scene . . end titles 9 TO H. B. FRANKLIN 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 portant factor in pictures that ecutives of Fox West Coast . . When She Talks to anything that will assist in THEATRES who accompanied Powell After He Reads during which they will pay tribute to eliminating guess work in the H. B. Franklin were Harry Ar- Summons 7 mechanical operation of sound thur, J. J. Franklin, and Bruce Reel 2, Up 1—On Scene of men f. w. c. chief’s inspiring leadership control should find a welcome Fowler. in crap game in room. . among all theatres. Fader cues In THE Los Angeles Divi- in building gi- Charles Farrell, now starring Reel 3, Open—Scene of man • together up that have proved a big help. sion, the month of May has gantic entity of Service and in High Society Blues, led a standing by windows 8 been set aside as Harold B. Success which is Fox WEST merry company of Hollywood counting money Franklin Month. This was de- Coast Theatres. You and 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 . . of the managers of the division. organization have been tested charming Lois Moran, and the Scene of Powell and sitting a new pontages To acquaint Mr. Franklin of and tried—-and it has been a suave Don Alvarado, all to woman on this decision the following wire source of infinite pleasure to share in the christening of Tuc- settee 7 l was addressed to him note the consistency with which son’s new Fox West Coast Up 1 —Scene again of is an additiona

’’At a meeting of the Los you have so regularly come Theatre. boy calling papers . . Angeles Theatre Managers to- through. City fathers and business men After Fadeout of wo-

day it was unanimously decided ‘‘I know your activities for of Tuscon arranged a mammoth man in apartment 8 HOLLYW’D

to set aside the Month of May the month of May are going to celebration welcoming the offi- Reel 5 . 8 as Harold B. Franklin Month be enormously successful, not cials and visiting picture stars. Reel 6, Open—Scene of Powell SPOT as a ACE and Tribute to Your In- spiration and Loyalty to us to • THE theatrical circles of Concentrate Every effort to Hollywood and Los Ange- making the month of May one les are still buzzing with the of the Biggest months in the news of the New Pantages History of our Circuit. We also Theatre becoming a Fox West offer you Combined Congratu- Coast House. lations and Best Wishes for a JOHN McCORMACK, • This is considered a scoop Very Happy Birthday.” Signed whose golden voice has enthralled millions, of the first magnitude on the H. B. Wright, Ray Deusern, brings his glorious tal- part of F.W.C. Much con- Fred Cruise, Marvin Park and ent to the talking screen jecture had been afloat during Milton Arthur, Committee. in “Song O’ My Heart.” No other figure of the the construction of this the- In answer to this tribute Mr. operatic or concert stage atre as to just which circuit Franklin conveyed the follow- has such a popular fol- lowing as this foremost the Pantages boys would de- ing appreciation to these men: son of old Erin. His cide upon. “I was more than happy to initial screen effort al- It is to the credit of John ready is acclaimed a receive the information that as masterpiece. For news J. Franklin, Los Angeles Di- a body you have decided to set stories alone, long be- vision manager, that this deal aside the month of May as fore you have the pic- ture scheduled, you will was initiated and ultimately Harold B. Franklin Month. find use for this mat. consummated. “This is a tribute which I McCormack will find possibly the a warm welcome in The Pantages, appreciate deeply as I also do the every section of the finest house in the entire reasons expressed in your wire country. Unlike other country and situated as it is for the designation you have artists who have come from the stage and con- in the center of things thea- made. cert platform, he has al- trical in Hollywood, where “We have gone a long way ready acquired a tre- gathers in their mendous public follow- the world ing. Through the me- visiting and sightseeing jour- dium of phonograph neys in Southern California, widens scope records his voice has been heard in practically will be the mecca of many every home in America. millions. Mr. Franklin has stimulation in of activities Artificial strengthened the Hollywood his case is entirely un- necessary. public of F. C. by this • Widening the scope of his The holdings W. c has already , been sold addition, giving the Los An- activities, H. E. Jameyson on McCormack. Order 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- assistant is tion that can be contacted and the same endorsement should instrumental APPROVES TIE-UP be obtained from school au- thorities. in success of that is ideal plan for insuring support The following letter from Lucille E. Missman, Secretary of p.-t. a. on special children’s mat. of the Virgil Junior P.-T. A., BIRTHDAY is indicative of the spirit in and assuring success of kid shows which the Association holds Borst’s action: thing he was sorry for was because he # An Idea that is the perfect- utation as a community asset. FESTIVAL “We are all most happy over the didn’t think of it ed first.” consummation of the Not alone are the children im- satisfactory results of the picture show There’s more than the mere ANOTHER brilliant birthday Fox West Coast Theatres pressed with the theatre’s pol- given for the children last Friday and # 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 managed, in Miller’s story. He Uptown Theatre, Los An- right to the very fountain-head a stimulating effect on adult success was attained. Your spontane- ous and helpful sets a mark for managers oper- geles, by manager of the most desired supporters patronage. suggestions for pro- Art Wenzel cedure and cheerful interest is a source ating under similar conditions has been evolved with the able co-operation of by Speed No manager any where on of much inspiration to us. Our to shoot at in emulating his his assistant manager, Ray Borst, manager of the Fox BEL- the circuit can afford to pass up president, Mrs. Gillispie, and our executive board wish you to idea. Perkins. MONT Theatre, Los Angeles. know The occasion was the copying this plan. Whether that we are indeed most grateful to The fiddlers’ contest in itself birthday anniversary of Mme. Co-operating with the neigh- there is a Parent-Teachers As- you for what you are doing and an- is nothing ticipate with interest our further new. Its been done Jean Gerne, noted civic welfare boring Parent-Teachers Asso- sociation or not, there surely is association.” many times before in just as worker. ciations, he presents four special many different ways. Right at Seven hundred children’s matinees each month. and fifty the start of his story. Miller Camp-Fire Girls, six Superior The P.-T. A. advertises them admits it didn’t pull in many Court Judges and a group of in all its bulletins as well as in FIDDLER CONTEST of the local regulars. He’s prob- leading club women attended every school room, in addition ably got them coming anyway. the matinee, helping to supplying both metropolitan to make The tactics in which the oppo- the presentation and regional newspapers with BIG STIMULATOR of a gigantic sition manager indulged shows birthday cake a notable affair. publicity stories. The theatre bringing many which way the wind is blowing A delightful program was ar- and the Association split fifty- new patrons to theatre 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 voted to providing proper food and dance spe- is doing. Furthermore for he is cialties. 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 where to buy the tickets, or to and is recommending it to all Theatre, North Platte, Ne- how get in the theatre after they bought Parent-Teachers Associations braska, was arranging. That them. I overheard one farmer make in the city. Such town has been a the remark: ‘I don’t know whether recognition tough nut to I USES SKY HERALDS want to go in there or not, as I am was obtained by the P.-T. A. crack. Its patronage is drawn afraid it’s too swell for me, and I tying up with the practically per cent BELMONT 100 from wouldn’t know what to do after I Theatre. farmers, but the manner in got in.’ We made him feel easy right IN APT MANNER away on that point. The first matinee was held which Miller is increasing busi- “We were not getting the farmers’ 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 swell, and that if they came in they school pupils were in attend- Here’s his graphic description of half way to heaven feature boosted would be embarrassed. So they stayed ance. the contest: away. And we need the farmers’ trade in most realistic manner to public As a means of building the- down here. “I had thirty-two fiddlers, and they “They got an awful kick out of atre prestige this idea is almost were some fiddlers. We did a fine the show. It was the talk of the coun- ONE OF the first principles chance. The FOX business 9 PALACE unbeatable. It accomplishes the on it. We didn’t have a lot tryside. The papers gave me fine sup- of town trade, of showmanship is that no 1 HEATRE in Johnston but, boy, we sure pulled port on it. And had the City, two objectives for which all we opposi- the farmers and people from the small tion pretty much worried. He passed matter how attractive the offer- Illinois, is right in the of true midst showmen should strive towns around. It was the best stunt the word around that it was a hick ing, the first task is to make territory where yet to build competition is increasing box-office receipts good will with the farm- stunt. But I noticed he checked us your patrons stop and lend an most keen. ers. We had many people who had both nights, and admitted Practically every and enhancing the theatre’s rep- afterwards 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 EXPLOIT GOLDEN JHERmiei King WEEK CALF THIS WAY S' Mast* ,f Cpremonies / “t Fox Oakland Hs« 7HERMIE GofijffuJ contest that may become country wide 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 1 it ' 1 1

CI“^*» co2,"** '*•'«»/ I >r„ j Moon Hosiery. with similar winners I "Ml hJ from ill®jiiii Hi - aasrasl I -Shr Mini il I every at ' comes house a grand finale to I Fred I O. I Now Glass- *1 1 »« I - atthc r .h. w™ 1 1 c llll xC :^r" - FOKOAKtAND I l Hi! Mniiii, be held in ace THEATRE I manager of the Fox the house of the / Temple I f I J.| I !! n

"a H Theatre, McCook, Nebraska, city in which divisional head- I ^‘anTtrmj I ililll you, FO« at”, . I I "’WcTl. Ml mi •"EDNESIMr quarters is Fami . opening his letter thusly: “Just located. He points iiim *°WARW “ / ’i'ii!! miiiiiii! '^^zr'«« Broadwa, saw Her Golden Calf last night out the tremendous publicity

1 II THURSDAY. §! j!' I i UHL ““” RSLVN' h imn . modi< at midnight preview and be- that could be obtained from Fi„lM S 1 1 1 23 Stw*i FRIDAY lieve we have the greatest pic- newspapers all over the divi- . ture for tie-ups and exploita- sional circuits on such a con- "‘“«H SATURDAY tion that we have had in years.” test. Suggesting among many AICm ARE VEER,,''”" " DANGER Ollf" ,™J„™'» I “ satubm, Glass’ first suggestion en- others, tie-ups not only with , CUl

I Xt“*?K°A I r i°“™ braces individual houses, whole Blue Moon, but other hosiery 1 SUNDAV manfacturers and dealers, shoes, MfNffltt"” divisions and finally the entire circuit. It’s the essence of con- dancing schools, fashion shops, sporting goods stores, physical culture establishments and last two ways of but not least chiropractors and other practitioners who are anxious for publicity. PE establishing - “ ^UKSOAvi:^~^ r Furthering the divisional ^ **A*-CR contacts which contests, the winners of which New s,lv «^r, ertone radw .could be sent to Hollywood to waiicsMY S k ears, Roebuck compete for picture careers with EDWARDS ^ INCREASE FOX and other studios and in Tuxedo* r Men Ren»«j r addition would furnish splen- _*^****L£s%£ F00D candyY " did material for FANCHON ' Buy,hb 7 AND - - ‘Be„OR altht «sc VENUS BUSINESS Marco Sunkist Beauties. 14.1, Glass is chuck full of confidence si,«t • Increasing Monday busi- as to possibilities of the idea, ness 40 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 marked Hermie King’s This is the kind of show- TALKING TRAILER IS reaching his 75th consecutive Son, in every school room and manship which every executive week as master of ceremonies every home in Muscatine, Iowa, in the Fox West Coast or- at the FOX OAKLAND is the accomplishment of J. THEATRE. This full page W. ganization wants to see coming ABLY ANALYZED layout appearing in “The Creamer, manager of the PAL- in from every manager. Be- Tribune” and put over by ACE Theatre. cause of it, the Showmanship Phil Phillips is a testimonial 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 this unless you made to excite interest without show- • Read Raleigh’s diagnosis will be of ing your whole hand. I believe that 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 trailer advertising one of room of the school in which idea in immediately on seeing publicity departments give a little sort of story and intro- Studio their duce the cast and use various methods most 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 best trailers leave plenty to the imagination. A few scenes might mate winner of the contest be- Fox West Coast Theatres, patrons try be shown, but not all the punch scenes. ing selected from these by a Olympia, Washington, critical- They could be described by some mem- gas company is committee composed of a news- ly analyzes the trailer situation, bers of the cast in a way that would hundreds but sell without showing them." paper editor, a business man and and offers very constructive sug- tied-up twice Study of patrons’ remarks has Creamer. gestions for its improvement. only one lone been the basis for Raleigh’s con- Portland, Not only is Creamer click- It’s showmanship. The kind of § Two Oregon, clusions. But treating the make- ing with special contests, but showmanship that studies every theatres tied up simultaneous- up of the trailer does not finish ly with the by means of personal contact item of possible advantage and Portland Gas and KEY WILL his argument. The proper plac- Coke and good business management then developes the cardinal es- Company for good pub- ing of trailer advertising receives he is developing the PALACE sentials to the highest degree. licity . . Allan Cushman, man- much attention. He places the ager of the Fox Hollywood into one of the outstanding the- Raleigh writes: OPEN BOX trailer on the following attrac- Theatre has arranged for the atres of his division. During "The question of trailers is one the run of the that needs some sort of supervision or tion immediately ahead of the Gas Company to work with Song of 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 me they like the trailer better than people such as scrip and policy talks school. The company is furn- over sixty-five years of sacker, managing the FOX VI- the picture. In my present picture, age to attend the press book and all advertising come earlier in the program. ishing stoves, refrigerators and 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 the high cost reasons that the carry the news in all their ad- merchants on Seven Keys to practically all of the same two songs which he does in the picture. People theatre is entitled to a special vertising, both in the press and Baldpate. had already seen what I was hollering trailer, made as a trailer in its by means of cards to gas con- Giving away the keys to pa- my head off for them to come and see. entirety, not merely scenes from sumers. "I believe that trailers should be 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. in APRIL 16TH the coming attraction. Yourself in which Fannie Brice A card alongside the box in- uses a gas stove. formed key holders they could :

NOW

try their keys anytime during One of the merchants partici- ences*\vill be asked to select the business hours. Worthwhile pating in the stunt printed the four or five best talking pictures SIX REASONS FOR prizes in the locked boxes stim- back of the key tags with his ad they would like to see again. ulated the searchers to visit each reducing the cost to the theatre Six sheet boards will be placed shop. Of the six boxes dis- to that of only providing the in the lobbies of all theatres CHILDREN SHOWS played only one remained un- keys. suggesting the titles of all big 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 • Addressing A letter to all toons and talking comedies that ap- tre for which the key was held vertising passed around by the getting the largest number of peal to children, also group singing the members of the Rich- of popular songs are part of the mati- until the very last. 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 is he Teachers Associations. A. V. 3. Your child gets his entertain- a key came back to try that lock the feature. Nothing new to during time, only picking up an old idea Brady, manager of the Fox ment the day thus lessen- ing his desire to see an evening per- after visiting all the stores. The the key hunt idea, but as that has been used in that ter- California Theatre gives 6 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 send their children to the 4. Every child attending the mati- nee showing that in towns where Saturday matinee. receives a regular size ’’Hot Air” "Request candy bar, manufactured by the Car- Week” has been put dinet 1 . Feature pictures, carefully se- Candy Company, to add to his COSTS NOTHING TO on before, even though the pic- lected for their suitability to the child’s enjoyment of the show. mind, are the only ones allowed on tures have been run twice and 5. The organization of Birthday our screen. three times, the last at very Clubs, etc., help to keep an interest Added attractions such as car- alive in the worthy activities of the cheap prices, the DOUBLE BUSINESS stunt has theater and community. brought patrons back to a de 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 sion price. the evening show are cast aside to give 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 to make the Fox Waldo Theatre, Kan- to forestall sas City, a community center of family interest is the three-fold summer drop accomplishment of L. B. Spon- sler. manager of the theatre. @ Looking ahead to summer, Sponsler started his weekly with a view to forestalling 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 RIGHT from school came approval on it by declaring that • 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 principles of standing of the with associated Parent-Teach- music and made instruction in ers Associations. Sixteen youngsters contrib- piano and violin easier. hundred 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. m YOUR HARMONICA HfRf full pag;e tie-up contest is held once r The ft%jf WALDO THEATRE cotf& weekly and four prizes are given, including Harmonicas HAS NOVEL IDEA furnished gratis by the Hohner Company. The four winners facade of theatre and figure of modish maiden make up entire front page of

: 'KtC,*!<>.] a special fashion week supplement

i MBi I 1 Some Measure of the ex- in front of the theatre. In the muomtcmhi : 9 cellent business that Herman entire supplement, there’s only Kersken is doing at the Fox 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, recognizes spring 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 a thousand words, this

jects a feminine figure garbed one surely is. The beauty of the • WINDOW display and just — a few of the juveniles who from chapeau to pumps in the layout, the smashing drive of participated in the FOX ultra mode and a striking pen the tie-up, is more than stealing WALDO Harmonica Contest. Competition is keen for from and ink etching of the ornate a page. It makes the page. the four weekly winners will facade of the Fox THEATRE. be selected members of a har- No woman in San Francisco monica band that will repre- sent the theatre. 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 the Uni- we’ve tried to give them selling It COST A MlLLIOn,-/ versal production of Paul copy. We’ve tried to get it Whiteman in The King of away from The usual run of AND WORTH EVERY DIME/ Jazz. sales argument—we’ve intro-

That’s just it . . spectacle; duced, we think, a Here is splendor. ..here is the new angle in we’ve got to add, in our adver- the way we’ve handled “cost a magnificence that is Holly- 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 word “jazz” was created. person, is again appearing at . . . PAUL Whiteman is an institution the theatre with his orchestra.

. . no other orchestra leader ever John Boles should be an im-

compared . portant figure in your Whiteman with him . probably campaign k f. V* l_|. Ilf n I pLi His world famous Band... none ever will. Whiteman is in- . . Boles made good in Rio Rita

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- rey. Boles is a JEANNETTE LOFF thing, the entertainment, the Victor recording

cast, the production . . is big- artist. Wps/M LAURA LA PLANTE ger than MYRNA KENNEDY Whiteman. • ColulMbia Phonograph SHI GLENN TRYON KATHRYN Company will play ball WafcSl. CRAWFORD selling copy with you in the exploiting of I GRACE HAYES Whiteman—they have all the I THINK it has been our ex- ' 9 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 their first dud on 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 . . that’s why I say smother — # 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

ads . . Mat No. 101

• 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.

p* THEM !1 I° ALL . IT . SHAMES THE BEST!

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. . MON GRAND AT A FOX WEST To Exploit. . . Advertise.. . Publicise 'King of SEVENTH 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. . . with rotund They come from the Western Dance hall orchestras and PAUL J

premiere . feature the Novelty Co., 718 South Los cafes . get them to Whiteman . . is the Angeles Street. Leon Harris, music hits of The King of Jazz. ItlOX manager. The price, fully im- most glorious spec- printed with date and theatre, a ballyhoo RDAY tacle ever conceived am is $92.50 for 5,000.

in the mind of man . .

• c> ..

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

of Jazz. . King . \l_KED about be staged every foot of it Phonograph in your lobby — a legitimate stage produc- any picture produced history by . . better still . . can con- . n the you er. John Murray Anderson . up to date . . it has more WOOD... nect a loud speaker that will and what a job he has done, llY bring to the street the music of What the Follies, the Scandals feminine beauty . .

• • • the production? and the Greenwich Village jn guessing means to New York . . what more ravishingly gor- * ilating No*- . • they mean for spectacle, wit, something to geous girls than you e merchant tie-Up physical beauty—lavish produc- 1 a picture... tion . . The King of Jazz will IS ever dreamed of . . entertainment Q MERCHANT tie-up on White- mean to the talkies. .

. get a at man records . get windows When you peep The there is more genuine

. . get the merchants to dis- King of Jazz, you’ll find it a entertainment than we tribute heralds. Get the girl PICTURE . . every inch of it.

ever thought possible .

"The King of Jazz"

is a picture . . every

inch of it is super-

entertainment . . there the beautiful as with are more novel mri«e . . and

ideas in it than you

would expect to find IT DARES TO BE DIFFERENT 111 S U WITH N am?v c? OR'GI in five pictures. . . ORCHESTRA STARTLES WITH !AT\ONAL R RMS WITH MEL- Believe what we are onv° r a c£ ODY.. FASCINATES WITH BEAUTY. . .YOU CHORT1 F telling you . Los WITH JOY AT THE COMEDY will over OTHERS • Angeles rave . hen

is 1930 ,d how entertainment "The King of Jazz" MURRAY ANDW* | as they never did uni^RsmTTicture before over any picture!

With rollicking and rotund TUN WORLD PREMIERE STARTS Whiteman HIS BAND AND TOMORROW JOHN BOLES AT 11 A.M. Wo '^G „7‘| A Spectacular Production More oS? Originality.. New Id and Feminine Beauty.. Th Score of Rivals...

{ glased ... andflow , I JOHN MURRAY ANDERSON - - A UNIVERSAL PICTURE . .

Mat. No. 107

WORLD PREMIERE APR. 19 • GIRL angle has been injected in this ad via the decora- -^KITIUMOX tive illustrations and the girls predominating in half- 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 dark, permitting the use of baby o n our belief we had given them a spots, fastened up under the 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 in front of the theatre, them cool theatre is evidenced in the ma- frames, etc. how the theatre ac- with a card explaining that by terial and ideas they present. tually is. those present at the time may report is not given you have the coins and passes after A 0 AUGMENTING the marquee from each member. Wire advice This One has whiskers, but they have melted out. bot- april icicle effect, a compo board 0 The from Seattle indicates Fitzgerald is always an appreciated gag, tom of the cake should have a border is imposed over the top was one of the first mail in the idea being to give patrons picture, 11x14 or 8x10 still, of to of the lobby frames, transform- showmanship his material, but it seemingly coming in off the hot street a the current show, visible to ing the whole lobby scheme in- lost enroute. big shot of ice water, which those watching the stunt. was to a glistening cool haven that possibly from re- helps cool them off, and is You know is nothing if not inviting. Cool council ports in showmanship pages of taken as a special service on the copy is inscribed across the tops 0 A SPRAY of water, shooting material emanating from the part of the theatre. A large of these border masks, the let- straight up from the top of disturbance, Midwest Division that H. E. cooler, with the ice free for the thought of soft- ters, of course, with a snow- the marquee, and falling in a ening down the musical Jameyson’s forte is newspaper credit given the ice plant, and 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. Whenever a radio program mist is fine enough) is a good sprinkled over these 0 Unless patrons inside the the- two pages cooling bet, is broadcast from the theatre, giving both a cool are contributions of Jameyson. atre are actually cooled off, and atmosphere and the suggestion. or for the theatre, every men- the music strikes up double We used the steam idea on Hot tion of the theatre name is fol- forte for any length of time, For Paris, and have left the says brown lowed with the slogan, such as: the patrons are bound to squirm spray pipes around the top of “FOX McDonald, the Coolest in their seats, begin to feel un- 0 As SOON as the novelty of the marquee with the idea of Spot in Town;” and, quite comfortable, and finally realize the first Spring weather has how hot they really are. A few worn off, we will break out in words with the musicians can the dailies with a story of a forestall all this, and in turn, 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 This is a campaign that systems in the state.” This will 0 has already been set in San Diego, be followed a few days later but which could by other items concerning the be used in progress of the renovation, and other places just as well. tieup has been a final story telling of the com- A made with pletion. Hages Ice Cream Company for a three months’ campaign on a This will all be in advance A-l Lyons Sundae. This cam- of our actual Warm Spell, so paign is to be used to sell the we cannot stress too much on idea of the subject of Keep Cool, but “Keep Cool” and to publicize FanCHON merely plant the idea that we AND MAR- CO and the FOX THEATRE. It have completed steps to keep starts with a newspaper adver- our theatre comfortable in all weather. tising campaign wherein the Hages Ice Cream Company rttns We will have started Spring a series of ads starting out with cleaning and painting, or redec- 2 columns, 8 inches, over a orating by this time, and will period of 6 days. Then it grows plant several news stories on to a quarter page for 6 more that, augmenting the favorable • WHEN “Broadway” played the FOX JONES days; a half page for a like impression of THEATRE in Canon City, Colo., Dave Morri- per- our cooling plant often, the theatre name is son tied up with one of the department stores and iod and finally in full stories. winds up The painting and omitted, using only the slogan. secured a striking window with the sky-line of a pages. This will be used in all changes in the physical appear- big city forming the central background against which the merchant displayed three of the local newspapers. ance of the house give the pa- his wares. It is In LINE with planting the striking for its simplicity and dignity. We are privileged to use space trons something actually visible 0 idea of having “the coolest to sell our FANCHON AND MAR- to the naked eye, and tend to 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. with the newspaper is a The water must be kept in Summer Comes.” 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- tain the theatre name and slogan have the cooler in an ice cave of the marquee, else many pe- tinue to transform the appear- 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 ground, as a period of days or weeks, with or 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 into . . . the paper running the winning agination might be permitted to upon. the FOX PALACE weather starts. $60,000 worth of machinery work- go. limerick daily. Pass tickets will ing to keep you cool and comfort- be all that is necessary, or a mer- Decorating the able . . . tons of steel turning heat INSIDE • front of 0 the under edge of the In HOUSES not equipped and humidity into summer resort chant tieup can be made. A co- 0 the house is important, and marquee, an icicle valance, weather . . . come to the PALACE of with ice plants, a op page, with the paper lining deal can be the foots, and pit, can be turned and laugh in the face of the weather compo board, painted white on arranged a local plant to man. up Frigidaire dealers and Ice with into an everglade at little or both sides, and covered with provide ice plants, ice cream emporiums, 100 pound cakes of no expense. Cans of water, con- metalic Snow Flitters, gives a gratis. at the CO act and our current show. etc., can be arranged giving the Here McDonald 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 a banner head for its pit, will serve to keep ferns and have charge of the layouts, in- Keep Cool campaign. Another ting the ice right ahead of our sprays of naturals in good con- suring us of the space we are idea, with papers that play that air washer, which cools both dition, and there are always the the air before it strikes the looking for along the “Keep way, is to make it a half-page artificial flowers for those who water, Cool’’ Theatre idea. co-op ad, with the rest of the and keeps the water can afford to buy them. Our mammoth cooling plant is hit- In addition to the page devoted to cooler. The ice man gets screen newspaper ting on all six . . bringing cool news stories and advertising, arrangements have comfort to fevered brows . . the mention, but not about furn- pix about the cooling plant, ONE OF the best and most FOX GRANADA is oozing over 0 been made for and the co-opers. ishing us ice, as we don’t care window displays with “coolth” . . . come and soak inexpensive cool effects is that in all of the stores using Hages' up your share! to spoil the ideas of those who achieved by dressing all em- may think we have our own Ice Cream, which means over 0 A TlE-Up with a Dixie, ployees in whites just as the the entire front. If the under plant. We do manage to keep 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 of the lights, thus illuminating ATRE prominently will be used nees, kiddie shows, Mickey • A GOOD gag for a hot day is scheme of coolness within. on mirrors and fountain the snow effect so it can be seen to tieup backs. Mouse clubs, etc., is a good hot with the ice com- All of the Hages’ trucks will weather draw, pany and have coins and passes and many other To Those who have been frozen 0 carry banners with pictures of angles can be evolved, such as in a large cake of ice. 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

size inside, which would create stores, with particularly attrac- quite a crowd to watch the re- tive show windows, would not sult, and of course the papers only display bathing suits on k e e would play it up big. You dummies, but the theatres using could really make a contest out Fanchon Marco stage shows of the call the longest song in the characters on Sunday. Why of it and have some prominent could send down several 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- line of keep "Keep Cool” campaign? The judge, etc. stration of the living display. rocky newton with their selling your gasoline cool with Blu- Katzenjammer Kids in Alaska, Naturally there would be tieups mention of the current h. e. jameyson Green Gas. Their line offers a for instance. • I Am sure every theatre and “cool” one of the show, and the fact that it is russell brown tieup with the word could tie in with which could be hooked up with electric refrigerating companies, haTTy hartman says newton our campaign. If the Fox THE- like Frigidaire, Kelvinator, or SPEAKING ofSUAV^BR,^- tie up Electric, and use their jim hughes ATRES on the coast could • HANG two large themome- General RE-SORT could get a thru out the summer with Gilmore, we ters; one in town near heavy windows at- bob harvey . . . have you publicity effective tieups of one sort large amount of sidewalk traffic and the other in with tended the FOX O R P H E U M through these radio broadcasts. theatre lobby. the or another. Attention could be the On lately. Summer above is just a little food called to the fact that the Fox sand in the idea of the cool Fox THE- The thermometer in town call atten- resort weather . . . and no of the your hair. Mountain coolness . . . ATRE. Every possible medium for thought. Some representa- tion to the prevailing temper- THEATRE thinks enough and no stone bruises. A picnic . . . utilized. tive of the Gilmore Company comfort of its patrons to spend of exploitation will be ature and urge people to come without the ants. A cool, comfort-

some not come in . doesn’t leave Saving the best for the last could be interviewed and to the FOX THEATRE where the $ Why ing vacation . . that you broke. Our mammoth cooling this campaign is entirely cooperative measures lined up inside the Theatre and select a Frigidaire and pro- — thermometer plant makes the ORPHEUM, Kan- their Gas gag and our tect your food as well as your without cost to the Fox between 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- state definitely FANCHON • Since all of the new mar- It’s impossible to mum temperatures. TRE as these quees are of neon display, we just what 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, Gilmore people. sort of a gag is a marquees carry red letters to an- ence with the say 200 pounds, in the panies on some • In The ad copy here It be coast-wide placards on the nounce the current attractions. should made lobby with a placard alongside maybe to put good line: “At the Fox Gas, and in other sides their wagons, pointing will It seems that some arrangement with Gilmore worded to the effect that "out- of every day this summer you parts of the country this same out the advantages of ice to the as could be made with the Neon side this cake of ice would melt be as cool as a cucumber: proposition could be worked the Company whereby blue or green completely away in five hours. patrons of Fox THEATRE comfortable as an old shoe; and out with other gas companies as compared to the advantages lark. our letters could be used instead of Here it will last three days. It as happy as a Enjoy exploiting the same idea. of their ice in protecting their red, enhancing the "Keep Cool” is always cool and comfortable hot weather programs”. health at home. Idea. at the Fox Theatre”. This and food 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” Bob Harvey has tied in a showed of the assembling of CISCO THEATRE, 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! ATRES of San Francisco. the Frigidaire methods of cool- 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- know the IMPERIAL about as a gent you can love ! ployed in our theatre. With Bf * GET THO.TE . £Y dur- better in July than January . . FcOME OH fcflOWH well as I do as to comfort Jack the job the FOX with on proper hook-up with Frigidaire KINKT OUT OF YOUR JOINTS WE'VE GOT ing the summer so have fol- CRITERION turns “heat waves” one of these Frigidaires could different lines to keep into cool waves. Meet him today. TO TAKE IN ALLTHO/E FOX WETT COATT , lowed He’s a comforting chap. be given away at the theatre in -THOWr^xJHBY'Rt OUR HITCHING POfTf TODAY/, them coming. the same manner that we gave to meet away the Chevrolet car. novel thirst quenchers A f In The past I have—Given the demands of summer. A large Frigidaire could be on dis- more attention to my 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- a lighting. If a firm were introducing blue and green 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 girl center about this line couple of attendants, prop- and many effect on patrons, when they see erly attired, who could serve other angles could be worked the “bigger and 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 in bill- the both newspapers and on line girls dressed in bathing newspaper space.” "It’s Cooler boards. tie busily The Theatre could suits and 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, a very would make 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 in this tering upon a tie up of that kind of cooling the air is used the — city the outcome will depend 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 specting the cooling • The Gilmore Gasoline Com- plant. A usual stunts or advertising, in picture of this stunt having the EL CAPITAN pany is doing a lot of adver- 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- this third ing around in hen feathers is dis- installment couraging. Why the producers of High So- ciety Blues decided to waste a won- derful little picture ... to send I STUDIOS of syndicate features out Janet Gaynor and Charles Farrell—the immortals of 7 th ] PLAYERS Heaven—in an effort to fascinate comes to in the world . . . under a parasol like you mats of either the heads High Society Blues ... is beyond For two generations, comprehension. Willie Col- lier as a legitimate actor has de- and illustrations only or mats of matter The “blues” idea is stale. lighted the American theatre world. “High 'Society” invariably calls Any production which featured him to mind inflexible spines and stilted 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 talking picture is a splendid opus talkie. Not that they can’t. But for continuation of the Collier class. why the handicap? It’s HIGH Willie Collier at his best.

Are titles so hard to get? . . It Enough said! JANET GAYNOR AGAIN doesn’t seem so. Some marvelous TEAMED • WITH FARRELL titles have been wasted on some ACTUALLY LIVES ROLES The soft terrible shows. pedal has been gently IN “HIGH SOCIETY BLUES’’ but firmly applied to studio pub- It will probably be hard to con- • PRIVATE 1 SOCIETY vince with licity departments. Passe are the High Society Blues— EMIL f SCREEN until days of flambouyant advertising JANNINGS NOW someone sees it . . . and begins MASTER talking. and pure hokum publicity yarns. OF ENGLISH TO STARS-! Straight, honest display ads with RETURN AND MAKE For it is a sweet little story. 'SHELLEY FOPJ) (. S' appropriate art of course real, DIALOGUE FILMS BLUES Gaynor and Farrell were the stars and short but interesting • of Sunny Side Up. David Butler stories for news columns is the watchword. directed both shows—has done as PARIS, ROME, VIENNA, Just another case of imagination Off stage, William well . . BERLIN. Collier, Sr., . perhaps a shade better NOW FEATURING giving with way to cold practicability. FOX is anything but ritzy, or the “high- High Society Blues . . . with MOVIETONE PICTURES • hat” personality he the exception of that title—over • plays in the which he had no control. High Society Blues; Song O' My LUCIEN LITTLEFIELD High Society The picture My Heart, John McCormack's Blues. Having has a good plot. pre- PROMINENTLY CAST IN It moves. mier screen gesture; Fox Movietone “HIGH SOCIETY BLUES” seen him in It has light and shade. Follies of 1931; The Sea Wolf; DESIRES TO BECOME dozens of de- Janet plays a city debutante Jack London’s most popular story: DIRECTOR lightful stage ultra smart, and all that. Connecticut Yankee in King plays and Did you • know that she was born a cosmo- Arthur’s Court; The Man Who known him as AS SEEN ON HOLLYWOOD BL*£ politan Came Back. There’s “HIGH SOCIETY BLUES” probably ... in Philadelphia? . . . a line-up of the And Charles Farrell plays a wealthy talking screen fare to suit the most GIVES AMERICA’S POPULAR foremost light The adorable country boy. Did you know fastidious for the coming summer STARS OF “7TH HEAVEN” comedian that sweethearts of the screen are back again and early fall. THEIR MOST the in High So- . . BRILLIANT he was born . well, ‘back-state’? American ciety Blues. Of course, you know It was in Walpole, Massachusetts. • VEHICLE stage has pro- immediately that we mean Janet Hope he doesn’t mind. No more delightful love story • duced. I won- Gaynor and Charles Farrell. One bright young man about ever filmed no better pair of play- HAL dered just how — ROACH WILL DIRECT You know that we couldn’t Hollywood . . he enjoyed . gay blade, high- ers ever paired than Janet Gaynor M-G-M FOREIGN FEATURES mean any other couple if you hat. and intellectual playing that saw —says High and Charles Farrell, rarely such a n, r- ii- c • Wm. Collier, Sr. 7th Heaven, and if you were fortu- Society Blues is hokum. splendid supporting p art cast as in High “FAN” LETTERS nate enough to see Sunny Side Up. The wealthy country boy wins Society DEMAND I was not long in finding out. Blues. It's romantic, tune- It’s refreshing these that two rbe RETURN OF WESTERNS: days wealthy city girl —with a uke- ful, aglow with the spontaneity of First, if there is anything he likes, ESTABLISHED COMEBACK people can go on being make-believe lele. a marvelous personality, and youth. The ideal entertainment it is appearing in a feature with for PREDICTED 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 • High Secondly in Hollywood Society Blues. each with his or her individual do- wouldn’t think it was so improb- all his long and illustrious career If you want to meet Janet Gay- FANCHON AND MARCO mestic interests. able if only . . — once he could see . BOOKINGS this was one of the few times he nor in person don’t look for her in INCREASE High Society Blues is the rift the society editor of his home town had the pleasure of working with the spots where filmdom’s great and DESPITE SOUND PICTURES upon which many a matrimonial paper . . . doctoring the copy . . . such an all-around excellent cast. near great gather. Only rarely does • undertaking is wrecked. But one after some charming, personable, Since first he saw Janet Gaynor in she mingle with other celebrities. “SILVER KING” TO MAKE good argument for the institution but distinctly “ineligible” young Seventh Heaven, he has yearned for Not that Janet considers herself su- BOW AS HORSE STAR of marriage is Janet Gaynor. She’s outlander had leaped the barricades, an opportunity to work with her. perior in any way. But you know • been married to the same man for and stampeded with lives the winsome she is Collier his roles. He con- several months a recent bride and to all brides JANET GAYNOR CO- and hasn’t applied daughter of a socially-elect. It’s siders Miss Gaynor’s work in the for home is the most charming place. FEATURED WITH FARRELL a divorce yet. Perhaps that is being done. picture that won for her a place one Just now she is living at her beach IN “HIGH SOCIETY contract which will end with a And in High BLUES” Society Blues . . . among the silent screen’s im- period instead cottage—-a truly one—only five TERMED ONE OF FEW of a comma. it is done so that it is funny mortals. the finest pieces It can . of of be . rooms, away out at Malibu. There ACTRESSES HAVING REAL one done, though . even it amuses ... it entertains. 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 vision. Working with Charles ciety blues is being play, or if she cares to. iust lie in • found by a is treated lightly. Thev go out the sand Farrell in High Society Blues, she group of actually contented couples and dream. Oh. for the L. to win you and thev do. A. “CALIFORNIA" — High hectic life of a movie star in these does some of the greatest work the who have been married permanently Society Blues is THEATRE TO BE TRY-OUT something of a gem. lazy springtime days. cinema has developed. Collier, a for some time. High HOUSE FOR SPANISH MADE Society Blues! • veteran, enjoys his association with Just count them on the fingers of Just a PICTURES poor bird of paradise, them. It is but natural for him to your left hand. There are Mary To you whose piano rack is sent out into the world under a • feel that nothing Pickford and laden with Joe will ever approach Doug; Milton Sills flannel nightcap. McCarthy song hits, BUSTER KEATON STARS IN 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. From out the dim nast, in the days is 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 “HIGH stage’s publicity for SOCIETY BLUES” former high estate. a movie magazine) : of Rio Rita, Mac has been a steady REVEALS WM. COLLIER, SR. Willie Collier, as the older gen- Harold Lloyd and his charming contributor of America’s ponular SOUND “DEAN OF AMERICAN erations know him, is an institu- wife. Mildred; Colleen Moore and •> bits. In Hia Society Blues, i STAGE” tion. A show in which he was John McCormack, the producer, conjunction with James F. .-. Hsrde • featured never lacked for crowded and last, but not in any way the COLOR he offers several numbers destined “HIGH bouses and long runs. His de- least . . . Buster Keaton and Natalie for a happy career. SOCIETY BLUES” MARKS FIFTH TIME LOUISE lightful repartee, his witty ad-lib- Talmadge. An exclusive GRANDEUk FAZENDA AND LUCIEN bing have enshrined him in the clique of these folks hearts of millions. travel about quite a bit ( LITTLEFIELD If he is in the in Holly- 6 : HAVE BEEN 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 it was decided to make 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 brain and consider formal dinner-dance 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 whimsical Lucien Littlefield? What members. 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 film . on 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. finished production. They favorite. Hedda Hopper, could have or act as treasurer. The require- are forced to stay within range of Before sound entered the pictures been a better blue blooded, high ments. if you are a star and you the microphone, and still they usually These refinements have been grad- can- two negatives were made of sociefv wife? wish to be “admitted,” are: ual and not be stilted and stiff, the action a subject, today in addition to many do not realize the 1. “I’ve never tried to be an actor.” To be married two years or must be natural. sound compelling the great progress made in this direc- producers to more. . . he says. Quite a startling remark. High Society Blues would natur- use more film in tion. Should you have the oppor- the making of a That’s 2. To the same person during this tunity the great quality he has ally call for elaborate sets. Elabor- picture, they also are compelled to of listening to one of the period of brought to High Society Blues. time, and ate sets mean a wide range of ac- make more negatives. very first vocal pictures and then At least 3. To enjoy a home life that is tion. This demanded a battery of three complete negatives listen to Janet Gaynor and Charles are made an inspiration to all your Farrell microphones with much expert of every picture. in High Society Blues, you friends. labor on the part of the would realize the advance in sound en- You will notice in High Society made How many couples east of Holly- gineers to filter the various Blues that sound in the past year. back- the old rumbling of the wood Boulevard can meet these ground That greater noises, but still bring out male voice is missing, there is not improvement will a wider sound track, a noticeable specific qualifications? the main action be made in the sound and dialogue. that pronounced change in tone reproduction of not refinement is brought to sound All of this must only the be rehearsed when the transition is made from a human voice, but all reproduction. With all the resources time after time not only until girl’s voice a sounds in the the to man’s voice. This musical scale is the of radio experiments and the re- players are letter perfect in is due to foregone their a further perfection in conclusion of the tech- search being done by the motion lines, but up to the point where handling of sound nicians that was not 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 . nc h n & marc

revising it to present the out- require any urging to have the ager, R. B. Orvison is one of IDEA standing numbers, plus adding midgets enter into the routine his best friends. Anything that • in any of the CANDYLAND Christoffers needs two or three novel and original with a vim. Temperament was features became a task for noticeable by its absence. All city departments, Orvison usu- GIGANTIC TIE-UP Fanchon. knew Fanchon as a maker of ally sees that he gets. Tak- First thing that befell the stars and appreciated the time ing the pictures requires 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 • experience, was long hours in make their Idea unique. spots, but as Chief of Police 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- same procedure being repeated the ensemble. Fanchon took PASADENA motor cops are assigned to han- tion campaign tie-ups in the his- in every one of the thirty-six personal charge to transform dle crowds and clear the way. tory of American theatricals. cities in which the Idea will them into typical Sunkist Beau- The editors of the Pasadena The National Confectioners As- play. The confectioners’ associ- PICTURES ties. Assuming that nothing is Post and Star News, Messrs. sociation and the Toledo Scale ation will publish the diet in a good and complete unless thor- • Much Favorable com- Kellogg and Runyon are on the Company have been contacted manner similar to the now cur- 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 little women embarked will- Marco supplement to Now is every way possible. the entire circuit. mat form it will be furnished 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, stories percent support of the N.C.A. is or publicity. General tures and other information George Christoffers does every- national the necessity of including sweets have been prepared for contained therein apparently are thing he can to put it over. the diet which marks the syndication and more than in just what the managers want. passing of the boyish form and 1000 publications will be sup- Gag and tie up pictures are curves. plied with news relative to the hails the return of making an emphatic impression. experiment. SUNKISTS The opening episode will The general question being: simultaneously with Not only members of the N. take place "Where do you get those performance of C. A. but independent manu- CENSUSED the initial pictures?” facturers all over the country Candyland Idea in LoEW’S All Fanchon and Marco • Census Takers are not go- Theatre, Los Angeles. will participate in the tie-up. State Ideas have their first presenta- miss out enumerat- Associations national ad- ing to on Sunkist Beauties will be The The tion at the Fox Colorado ing Marco’s vertising will boost the stunt Fanchon and in on sixteen Toledo weighed 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 manufacture will devise special Weights and Measures. Then the man who makes most of being numbered among its resi- window decorations as well as they will be put on a special the pictures possible. He and dents. of the girls have copy for local advertising to be Many a certain amount diet in which the man who shoots them. applied to the census authorities run simultaneously with the candy will be included for of Christoffers’ relations with in the city in which they hap- playing of the Idea. Each thea- each meal as well as for between public officials, newspaper exec- to for the spe- tre manager will be supplied pen be playing times. This diet the girls will utives and merchants in cial with a complete exploitation Pasa- 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 stunt over in a knockout man- CIRCUITS ner. New York and Los An- geles publicity departments have ADD TIME 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 alone adding 15 weeks. 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 see vaudeville TRAINING disappear and before many months elapse, we expect to get TROUPERS a helping hand from them, 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- while Singer’s Midgets under is the only kind which sound 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- nique. Little tips that helped rapidly supplanting that before 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- ies have 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 this very fact makes them 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, it.” but help 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. I have an- lation and provides a path for 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, 46- • The Western Electric 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 the rectified Western Electric manufacture ponent of pulsating 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 little that true direct current is plifier has given very so ob- transformer. It is necessary to switch to plate; if the meter on the condenser plates and the tained or re- trouble in comparison with by smoothing out check the incoming voltage with reading is normal, the defective accompanying rush of current Electric moving the C. ripple from other types of Western A. an A. C. Recording Volt-Meter. condenser is in this group. through the headphones. Tap the current going to the ampli- amplifiers in use. This 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 tubes with a resistance 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 The 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 THIS is a schematic drawing of the Western Electric the remaining ripple and unrec- mal, it will be up to the Local • nected in parallel. The primar- 46-A Amplifier as described on this page. This ampli- Power Company to correct this ies of transformers T-4 and T- tified alternating current from fier is used with 3-S Sound Installations usually in the- condition, by installing a vol- atres with less than one thousand seats. 5 are paralleled on a 110 volt the negative grid voltage of tage regulator. With systems A. C. supply. Transformer tubes V-3 and V-4. The Grid using the 41 -A, 42-A and 43- T-4 feeds current into the fila- bias for the 239-A tubes is ob- A amplifiers, the plate current is fier before continuing operation condenser terminal several times. ment circuit of the rectifying tained by a voltage drop across indicated by a plate current and find the defective condenser. Sharp clicks should not be and amplifying tubes in the resistance R-l. The plate po- meter on the 42-A and 43-A Restore the connection to con- heard after the first and no click third stage. Transformer T-5 tential for the first 239-A vac- amplifiers. The plate current denser terminal C-2, unsolder should be heard when the test- supplies plate potential to all uum tube is taken between R- indicated value should stay connection between C-2 and ing tip is removed from the amplifying stages in the 46-A 12 and R-l 3. The second within the red limits on these C-3 and again turn on starting terminal. double click ob- amplifier and also the plate po- 239-A tube (V-2), the plate A meters. With an increase in switch to plate. If the meter tained when the tip is applied tential for the two 205-D rec- potential is taken between R-l 7. line voltage these indicated val- reading is still normal, it indi- and when it is removed indi- tifier tubes. The 46-A Western and R-l The output is ues will pass the red mark on cates that C-2 condenser is good cates a short circuit. Electric Amplifier equipment through the transformer T-3 and to the plate current meter and if and that the trouble is between includes a full wave rectifier. A the receiver circuits. This A condenser may be faulty amplifier this increase in voltage con- C-3 and C-10. it full wave rectifier is a rectifier, has an output of 2.4 even though does not show a tinues, it is liable to break down Continue testing in this man- which rectifies both alternations watts. direct short circuit. Moisture the insulation on one of the ner until you locate the shorted or both halves of the alternating Many interruptions have oc- in the insulation may cause a condensers. condenser, which will cause the current. Both the positive im- curred due to the stripping of slow leakage and this makes the a condenser breaks meter reading to fall. If you pulse and the negative impulse the fiber gear on the 707- When condenser worthless for use in down, due to an overload, it is find at first by unsoldering of the alternating current are drive, on the Western Electric an amplifier. First discharge very perceptible as the reading Lower Terminal of C-2, that passed through a full-wave rec- Universal Base. I am surprised the condenser completely and that on the plate current meter will it does not bring the meter back lay it mica, tifier. The resulting pulsating so many projectionists on a piece of glass, fall below the red limit. Take to normal reading, it shows bakelite, direct current has as many rises have overlooked the reason for or other insulating ma- the 43-A amplifier for instance. that defective condenser is in the and falls of current as the alter- stripping this gear. The Foot terial. Charge it by holding the groups of condensers are second group C-ll to C-19, re- nating current has alternations, Brake on the Universal Base is Two two leads from a C-battery or used with this amplifier. store the connection on C-2 this being double the number only to be used in case of an They B-battery to its terminals for are connected in parallel. and test the second group of of cycles. extreme emergency. It is very As a moment. After waiting a few 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- tric Schematic Drawing on the denser as outlined for testing planation of the 46-A amplifier be set, so that it will stop the with the testing tips of a head- projector cover of the 43-A amplifier, you the first group of condensers. set, without any battery in full wave rectifier. The direc- mechanism gradually instead will notice that the first group After you have found the series. If a strong is tion of current flow from the of a dead quick stop. click heard, 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 to C-10 and the second group from circuit and continue oper- if from plates to filament into the is the direct cause for so many charge, but a weak click is contains condensers from C-ll ation and immediately order heard, secondary of transformer T-4 fiber gears stripping. When the or none at all, the con- to C-19. These condensers are another for replacement. I have is and out through center tap of projectionist first enters the pro- denser leaky. The strength accessible, by removing the advised before that condensers the secondary to the retardation jection room, prior to starting of the click of a condenser de- the performance, front cover of the amplifier. should be disconnected com- pends to a great extent its coil L-2 and through system of both projec- on 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 free, ers are circuits through the conse- APRIL 16TH before giving them top open and short body and 19 3 0 speed. Always use light oil in circuits, usually the latter. This quently results in a faulty test. . —-

NOW

# As THEY are available re- entertainment value for average audi- views of previews will be ences.” Women’s University Club, Los An- offered you by Charles Bugle. geles Branch of American Association of University Women: “Stereotyped The first assignment of these unbiased •pinions Western action film, in which the are given to you this week. murderer of the officer of the law is apprehended after considerable diffi- office smash if you sell Louis Mann dancers of world- wide fame a yard scenes that are not part of the story culty. Tarzan, the beautiful horse, plenty before the opening. In the long. All technicolor; music by Ir- are not recommended. Youth, 14 to takes first honors. It is of greater cast are Leila Hyams, Elliott Nugent, ving Berlin. Whiteman’s great hit 18, Doubtful. Children 8 to 14, interest to youthful than to adult au- previews Francis Bushman, Jr., Robert Mc- "Rhapsody in Blue” as a production No.” diences, and the objectionable features Wade. (M-G-M) number is magnificent and the exposi- Women's University Club, Los An- are, after all, only local color. Ado- ... by charlie bugle tion of Jazz as the melting pot of the geles Branch of Amer. Assn, of Univ. “ lescents, 12 to 16: Entertaining. music of all nations is stupendous. Women: 'The Golden Calf’ is a Children. 6 to 12: Entertaining, if IN A Town about seventy- The two big song hits are “Call of facetious reference to the nether ex- § not too exciting.” the arizona kid Dawn” and "Monterey”. In the cast tremeties which are in reality the fea- five miles from Hollywood, tured players. Interpolated songs Los Angeles District, California Fox. Warner Baxter. Jeanette Loff : William Kent; John Congress of Parents and Teachers: we preview a great many pic- Boles and Helen Hayes are prominent. confused the type of entertainment. “Entertaining for adults adoles- SEQUEL to In Old Arizona. Not The picture is commonplace, the and tures for different studios, and e NOTE: Titles and footage are often and quite as very cents 14-18. Children. 8-14, Amus- good and similar in changed before emphasized suggestion of exceptional release date. ing.” so I am enabled to give you fel- treatment of a rather slender story, merit in rapid success, puts the accent 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 years some business on short engagements. children. Adolescents, 12 to 16, Not (12 up).” the pictures you are going to 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.” Arthur Stone. Fox. Sue Carol, Jack Mulhall, California Council of Catholic girl In reviewing the pictures I want of the port El Brendel, Marjorie White, 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 high spots and give you a line slapstick at times. Unsuitable for Sharland, Mitchell Lewis. czar of broadway • GENERAL Federation of Women’s children.” • DAUGHTERS of the American Revo- on the type of picture so you Universal. Clubs: “This light comedy with John Wray and National Board of Review: “For lution: "This post-war drama deals its slender plot; its art of production may be able sometimes to figure Betty Compson. the mature audience.” with the psychopathic condition of an above the average, and its entertain- ahead on exploitation, tie-ups, ex-army man's fear of fire. The girl O BlG racketeer picture like Street of ment value of the best, is rounded out he loves aids him to gain mental and theatre parties, etc. Chance. Handsomely staged. Plenty with very spectacular sets, a splendid moral balance by will power. Regen- of punch and a cracker-jack story. chorus and catchy music. Excellence the fighting legion In general, let me say they eration for the discouraged is shown Wray will be remembered from New of acting centers in Sue Carol, who by this unusual and well directed film, are making them bigger and bet- York Nights and his performance in presents a new and most acceptable Sue Universal. Ken Maynard, Doro- with a locale of tropical scenes. Ab- this picture is even better. Betty to her public, all of whom will appre- thy Frank Rice. 1 ter every day. The line-up for Dwan, sorbing entertainment for adults.” Compson is unusually pleasing. In ciate this facet of her. Jack Mulhall the is going Los Angeles Dist., Cal. Congress of summer to far sur- the cast are Edmund Breeze, Willard as Homer, does the honors by his part. • GENERAL Federation of Women’s Parents and Teachers: “A story that pass even the past winter sea- Mack, King Baggott and John Herron. The good comedian and clever artist, Clubs: "A beautifully photo- 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 the war on some of our boys who box office. effervescent. Marjorie White teams well acted piece, concerning two pals served over there. Locale changes dozen pictures recently that well with Richard Keene, as the cast on the Western frontier who are from the fighting line to the South Sea reveals the story of the metamorphosis brought to see the value of honor and will not be shown until May Islands, where drinking and vice are of a homely little ‘work-a-day’ girl loyalty through an officer of the law, in spots, la marseillaise encountered. An absorbing story, well and June most and into the beautiful winner of love and who is murdered. The rounding up 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- Women's University Club, Los An- Daughters of the American Revolu- mental theme running through the geles Branch of Amer. Assn, of Uni- • ROMANCE interwoven with the tion: "A comedy with musical revue roughness of the plot sustains the in- opening of the French versity Women: "It is an uncon- father’s day Revolution. about an ‘ugly duckling’ who blos- terest. The fine horsemanship and vincing, mediocre production which Costume of course. Has some big soms into a beautiful swan to win the beautiful scenery add zest to a very M-C.M. Louis Mann. 2does not greatly entertain. The war moments leading up to the storming heart of the man she loves. A light worth while family picture.” scenes showing the horrors of the use of the Bastille. Produced on a big picture stage star of suc- and amusing for average audi- Daughters of the American Revo- • FORMER many of liquid fire make it unsuitable for scale with a large cast and big mob. ence.” lution: “This picture of Western cesses; made his first big hit in The children.” Should do business in spots. It’s Girl from Paris, a New York Casino 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, laws, a fine comedian, one who can turn depicting the struggle of a young and avenging the murder of a song and a splendid musical score by your laughter into tears play upon illustrator to get a start in the com- Texas ranger, interwoven with clever — Charles Wakefield Cadman. Besides the heart strings like a guitar. In mercial world; the aid of his secretary comedy, sentiment and thrills. Dia- the featured names the cast includes Father’s Day he’s a poor German and her metamorphosis. A fitting logue weakens this film, but silent por- Sam DeGrasse, Lionel Belmore, Stuart barber with a growing family of chil- 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. 7TH m • v i e t • n e news Lola B. Haizman, Usherette, Mis- sion, San Jose, Calif.

1 8TH MANY interesting episodes in is first Victim. U. S. Army Planes # Burdett W. Loucks, Doorman, Mobilize in "War” air Service . . . these two Movietone News Grauman’s Egyptian, Hollywood. Concentrates nearly two hundred W. Carl Smith, Asst. Mgr., World, releases. The sporting element Fighting Craft for Bombing Ma- 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- Office, L. A.

and . . . First and Only Sound Films David Lackie, pages. With spring at hand 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, find a strong play on their news Glen 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- Latest Fad . . . And After Brawl on by wire. Read it over for ex- 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 2ND first with Beach Wear . . . New Harbor. (Note: Following to all 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. J. Leslie Swope, Mgr. Director, W. ed. Marconi in Italy Talks by day Now Fights War Demon . . . C. Hollywood Theatres, L. A. Radio to Australia . . . Inventor’s Noted Evangelist Takes Up Cudgels voice wirelessed eight in Milton H. Sharp, Artist, Oakland, thousand Behalf of World Peace. (Note: 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 please refer to mat number which you will find zin Call . . . Arab Wanderers Gather Meet Dean of United States Ship- in the lower part of the cut. The mat number on in Bousaada Alberia for Ramadan ping . . . Captain Robert Dollar Period of Fast and Prayer. Eddie Gives Characteristic Interview on this particular cut, you will note, is 100. This mat is available to you from the Los Angeles Office. Cantor Gets New Job . . . He’s Book Eighty-Sixth Birthday at San Ra- Salesman now and Samuel Goldwyn fael, California. — . — — .

into action. A jockey

knows his horse . . . hd knows how to get th^

most out of him . .

i . . f f i c a courage . stamina . . speed. Know the persor

you are driving . . . dc not use mass methods or • • * € t C € t € T Q the individual . . . dc not .use the whip until THE man you get into the stretcl

who drives you . . —if you do . . . your | 9 In THE opinion of George the yellow copy is held in abey- Be happy if necessity E. Montrey, manager Fox ance pending receipt of the in- horse may break. Jis pushing you! Capitol Theatre, Taylor- voice approved by the purchas- The best pictures ville, Illinois, trailer There isn’t a man . . the talking 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- necessity. Give yourself j the first talking picture of a par- made, and the yellow copy of fal columns of thousands . . . your theatre . . ticular star, such as Garbo or the purchase order with the in- of newspapers — drive goal . . . then let it bt j Lon Chaney. voice attached thereto is for- {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* llin isn’t being driven? portant. In his experience he of moneys as shown on the pull the whole load; get has found that running the manager’s weekly report. | You are kidding your- your own neck into the trailer of his next attraction All invoices, by instructions Iself ... if you do. The collar—get your owi away from his other trailer as shown on the purchase or- lan who sits in the high shoulder to the wheel- that is not making it a part of der, are first received by the pur- he is the one then . . . encourage b} ispot ... the trailer reel, but placing it chasing department who check feels the driver’s fairness . . . sternness,] jwho in between pictures—is much the prices before forwarding jjwhip and that whip is more effective in keeping it in them to the theatre for pay- when needed—but drive there dif- for that goal. j. . . criticism and public the minds of the people than by ment. Should be any ference between the invoice and jopinion. If . . . for one placing it at the end or the be- When you are drivei the the purchase ginning of his trailers for the yellow copy of . . . it . . I little minute . . . that take kindly order, the invoice should not |big executive lets down day. try to understand what be paid until it has been taken is insistent . if he stops driving things look tough back of that © When up with the purchasing depart- . . . creating . . . deliver- and the situation seems hard push that urge in- ment explaining why there is a to beat the house creeping tended to carry on,] ling — the eyes of the with difference. you possibly in .world will see it and the toward the red, or In many instances the vendor If you think you arc

. luke- the red . public response Itongues will start in to is not paying attention to the being bullied . . . maybe warm, we have often wondered fclack. billing at the footnote of pur- the fault is with you,| if, instead of attempting to A general manager 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 attrac- might on the particular the theatre. However, they go to your boss . . . he'll » family tion, whether a right-about-face be acted upon, but should not talk—come to an un- They . . . in turn . . . attitude would not be the better should be forwarded to the di- derstanding and a deep- drive the employees in course of procedure and the visional purchasing office im- er appreciation of the their department. main effort be put in the selling mediately for determination as j theatre as an institution. motive back of the drive.] No driving ... no re- of the to prices being correct and also Impressing the public with Some of us run bettei jsult! That's a cinch. approval for payment. the pictures being offered are the items purchased without the driver’s |Driving makes for ne- APRIL 16 1930 Where not haphazard selections, but are covered by an application whip. If you are one of cessity and . . . necessity VO 4 15 those which have proved the NO for appropriation, the invoice is that kind—don’t kick. . I makes success. greatest success. In other words, paid by the Los Angeles general don’t grumble . . . don’t There are different building prestige. office and not by the theatre, break . . . don’t lose the [ways of driving . . . when these invoices are received published every Wednesday by race through stubborn- there are different kinds by the divisional purchasing j FOX WEST E COAST TH ATR'S ness . . . carry on anc of drivers and the smart office instead of sending the — HAROLDIB. FRANKLIN, yellow copy with invoice at- when the right time {executive . . . under- 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 Angeles for attention by the with the man doing the speed. | 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 is Electrical Research men he working fdoing it . . he’s proba- ment. The The purchase order is made with. favor. Products, Inc. engineer is re- bly doing you a for the Los up of four copies chase order has been sent for- Our circuit is goin§ Are you driving your quired to leave his recommenda- Angeles and Southern Califor- ward for execution, and 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, white, pink, and yellow copies in hands it jectionists who turn minute—driving is nec- probably taking ad- but in all other divisions there are forwarded to the division ; to the manager with his com- copies; the additional essary . . . don’t hole vantage of you. I some- are five manager for his approval, who ment noted thereon or attached, back . . . don’t kick ovei copy being buff color and is a in turn passes it to the times think the worst on pur- 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- chasing department. . . . prices and the name of the ven- Supervisor of Projection stand and thank Isay is . . . “He’s a great lough, It is most important that the dor from whom the purchase the man who is drivinj jjguy.” If they said for final approval, and should had orders be out so that they made is to be made. No signatures approve the service depart- you. “He’s to please; he hard can be understood, written in a should appear on the original ment order, it is passed on to ibut he is fair,’’ it would legible manner, and all articles copy of the purchase order up the general purchasing depart- She a finer compliment. quoted by their proper name; to the it reaches time the pur- ment for a purchase order to be parts supplies must Ever watch a horse machine and chasing department. issued covering the items that carry the legal description, serial ;race? Didn’t the jockey When the copies mentioned are enumerated. number, etc., and particular care are received by the purchasing fcoax his horse along A special order form is used 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 order is received by the Electri- this ear . . . encouraging The pink, yellow, and blue is returned to the theatre by the kindness? cal Research Products, Inc., no Iwith 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- prices and 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 concluded on col. five on file as record that the pur ager’s office reference, i for future Products, Incorporated. Scanned from the collection of Karl Thiede

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