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Inside Facts of Stage and Screen (March 28, 1931)

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Inside Facts of Stage and Screen (March 28, 1931) i! RADIO NUMBER STAGE PRICE lO CENTS RADIO SCREEN MUSIC Only Theatrical Newspaper on the Pacific Coast EDITED BY JACK JOSEPHS Entered as Second Class Matter, April 29, 1927, at Post- Published Every Saturday at 6253 Hollywood Boulevard, office, Bos Angeles, Calif., under Act of March 3, 1879 Saturday, March 28 , 1931 Hollywood, Calif. Levey to More Pay TakeOver to Talent 2 Houses Demanded Launching a $1,000,000 picture The cheap policy of a majority corporation and two $25,000 stage of radio’s program sponsors came corporations, Bernard Levfey, prom- in for hearty condemnation at the inenit' New York producer, this week hands of one of Southern Califor- <)>•• - -.i - taking the 1 hilly wood V nia's most prominent e XTC .h'Uy house, and the Hollywood Music i week. Box and preparing' for eiafly pro- duct ions in both spots. The studio man, who for obvious Levey, arrived here last reasons refused to allow his name who 1 week, immediately organized a com- 1 to be published, foresaw disaster pany. which in turn launched the ahead for air entertainment unless three corporations. a right-about-face is done on the One of these, formed for the pur- extreme economy policy practiced pose of lriakiiig pictures, is desig- by sponsors when time comes for nated as The Levey Talking Pic- hiring talent. ture Corporation, Ltd., with capital- This practice, the exec stated, ztsitdon of $l,000,fXX). has its aftermath in that the ad- Stage Companies vertisers fail to get value for their A second company, capitalized at money, paying any price to reach $25,000 for the purpose of present- the. public and then failing to hold ing stage productions, is to be the public after, it is reached. known as the Brovey Productions, « Flea Circus Inc., Ltd., the name being derived "It is as though, a producer were from the first three letters of one to hire the Los Angeles Coliseum- j of Iris associates, K. Brooks, pay out big money on advertising Mary i and the last three letters of Levey’s and then put on a flea circus, to name. ] which no one would come,” he fc. r The third corporation, stated. also eapi- ; “Sponsors of programs, con- talized for $25,000, is the Yevel vinced of the radio to Productoits, Inc., Ltd.. Yevel being power of the name Levey spelled backwards. reach the people in their most re- ceptive frame of mind, will gladly It also is for stage 'productions. for an hour a Levey plans to open the Play- pay out $1000 over house April 20 with an original well established chain. And then, comedy drama by Miss Brooks. in hiring talent, they seem to think the time for budget trimming has Title is -“Kinio'ck Wood.” Opens April 27 come. They take the cheapest (and The Music Box will be opened that usually means the least desir- about April 27 with the New York able) acts obtainable, or else pay the comedy, “Bedfellows,” by Louise many excellent radio performers so Carter. poorly that they haven’t the heart to Executive offices will be opened do their best, and the public, after in the Hollywood Playhouse Build- hearing the opening, tunes out, and ing Monday, with subsidiary of- what has -the advertiser obtained: fices at the Music Box. about two minutes of lsteners-in for Associated with Levey and Miss his $3000 plus expended. Brooks is William P. Cullen, who How To Get Value “The who more than gets has been in charge ait the Playhouse. man Hie will be Levey’ts general repre- his money’s worth on the air is sentative on the coast. Attorney the mari who hires talent that will deliver his for the organizations is Charles message and pays them good salaries. For the man who Summers, who arrived in Los An- CHAS. M'. HANS® geles about a year ago from Kan- doe!s this, presuming he buys time isas City, where he was on the on a good chain or station, there is bench for 12 years. Dr* Strasska’s Big Boy no more valuable medium of adver- tising in the world today.” FRANKLIN RESIGNS The executive also blamed spon- sors for the loss of listeners J. J. Franklin, who was with Har- through too old B. Franklin when the latter was AVERILL WITH LAUGHLIN BUYS HOUSE TAKE OVER RIMPAU much forced advertis- ing. W eslt Caa‘st president, and more re- “Program value is ruined by cently. with him i:i the Hughes- The Columbia Theatre at Santa in In- yanking in advertising Frankfcn chain, this week resigned Bud Averill has been made as- As previously reported by the Paula has been taken over by J. S. heels,’.' he declared. “The first from the latter organization. At -the sistant to Jack Laughlin, ' who is side Facts, the Rimpau Theatre has Hughes-Ftanklin offices Asher and will be renamed the blurb is the only one anyone lis- no state- producing the stage shows for the been taken over by Hughes-Frank- ment was forthcoming other than Lyric. Douglas sound equipment tens to. Let that one be good, and lin. The name has been changed Los Angeles and San Francisco Or- is being installed and the opening the following entertainment sufti- that J. J. Franklin “has resigned to go into business for himself.” pheum Theatres. is scheduled for April 25. to Metro Theatre. (Continued on Page 2) r Page Two INSIDE FACTS OF STAGE AND SCREEN Saturday, March 28, 1931 KMCS SALE TO STIFFEN COAST COMPETITION L. A. Radio Cut-Ins S. F. Radio Cut-Ins By Ralph Foland By Harold Bock The baffle board in the broadcast- improved tone. Suspended from the SAN FRANCISCO, March 27.— Dick Rickard is announcer and One of the so-called big radio shots m. c. on a new program, ing studio at UBC is one of those ceiling at a height that varies ac- 01 KFRC 1 FORECAST rapidly proving gadgets to which radio performers fe more unpopular Sunday Sunshine, an impromptu cording to requirements, the baffle each day. of the always object at first, and then, One greatest guys hour with Walter Kelsey and Or- board is of particular value to dra- Stiffened competition in the radio *ou could meet before lie a after giving it a trial, they sing its was chestra and others. “name,” praises like everything. The baffle matic casts in broadcasting. The field is seen as an aftermath of the be now gets tangled up in a lot of deals and is losing more Believe it or not, the Filers board leaves the higher frequencies group of players, instead of crowd- purchase of KMCS (formerly Fred friends than he can afford to part of KYA are planning a summer alone and brings up the lower fre- the mike, 1C) Frank P. Daugherty, ing and jostling around KM by from. His latest stunt to quencies. Raising them thus brings came vacation trip through Texas on a can be comfortably spaced under attorney for William Randolph light the other day when he backed them out, and the result is a much Harley-Davidson puddle jumper. the baffle and the result is a better Flearst. out on a deal with a music pub- lisher. liked a tune that had performance. The deal was consummated two He been written expressly for him, weeks ago, and word this week was agreed to plug it, and was cut in has a new morning CHEAP POLICY OF SHIELDS KMTR that Daugherty intended to put on whatever intake there might be. SEES HEW the Viva- broadcast sponsored by across smash programs, using the But when the publisher wouldn’t of Radon Company, owners one put out tunes of the big shot's pal, which they Hearst newspaper methods on the ounce of radium, for the big shot backed out- refused to FLAYED TYPE OF mum paid $1,000,000. Jean Temple, air. plug the tune and won’t even turn Martha Russell and Allan Grant It is understood that the purchase back to the publisher his cut-in on from Page appear on the program, a darktown part of the Hearst policy of (Continued 1) Radio programs and the prefer- was the number. continuity. expanding his power on the Pacific cient to hold the dialers for a final ences of the listening public are which Coast and nationally, a policy Shell Oil has signed ad message when the program is tending more i Walt Roes- towards some definite of the factors contributing the newspaper field has recognized One : ner and his Fox Concert Orchestra over- and there you have real value. form of entertainment other than to the success of the Hargraves De- as being considerably augmented i for Monday morning broadcasts Not To Blame couple of years. For- the strictly musical, in the opinion tective series, UBC weekly broad- within the last over KPO and the Coast network | “Also this so-called subtlety in little or real- merly Hearst was considered to be of Frederic Shields, manager and cast, although known of NBC on Dobbsie’s hour. It’s 8 the public in general, is the in the newspaper business, as are advertising is a fallacy. The pub- program director of KTM, the Pick- ized by to 9 a. m. The Roesner group was the rest of them, mainly for mak- wick Broadcasting Company’s Los excellence of the cast, which has recommended as a radio feature by lic understands that the sponsors from the ing money, but latterly word around Angeles station.
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