Evening star., 1934-03-22

relationship between crltlc ana
the end that the critic has as
picture business and its problem
in writing criticisms"
s. Charles Enfield, director of ad-
vertising and publicity for Warner
Brothers, sends us this news, along
with some other interesting observa-
tions on the new film, "AS the Earth
Turns" which. says Mr. Enfield, Is "a
picture without hokum." In order to
prove that he is right COR Wrong),
and in order to set his little laboratory
of production and publicity" going.
and in order to get public reaction
to the idea of q bunkless picture, the
theater that shows AS the Earth
Turns in your city may distribute
opinion cards to every one who sees
the picture. In larger centers, invita-
tions will be extended to special
audience to represent a crosS-sectlon
of movie -goerS of all types.
This system of cards is one that, II
YOU have been to Hollywood, you know
is already popular. After a picture
is finished on the coast, and it is given
its first preview (and this is a pre-
view, cards are distributed to the
audience and people are asked to tell
what they think Of the film, as also
what they would do to improve 1t. The
picture, supposedly, is then rushed
back to the producers. the cards are
mulled over Ito what extent we don't
know and if there is some glarlng
error it is promptly remedied.
So far as we know, however this is
the first time that laboratory has
been formed in which the critic and
the producer may juggle their ideas
and in which also the public will play
a major part. Even if this Is bold
bid for publicity, it doesn't seem like
such a bad plan. The public, the
critic and the producer always are
ready to get into the thick OF an
argument.
Opinions, therefore, on the "hokum-
less" picture, LAS the Earth Turns,
are earnestly solicited.
x x x x
ERANK BUCKS new film, Wild
l. Cargo" will have its world pre-
miere at the Press Club Auditorium
on Sunday night. Mr.. Buck will be
there himself. So will the Navy Band
st. Johns Church Choir. Baritone
James Wilkinson, Three Maids on a
Mike" and Willie Green's HayShakerS.
At IL o'clock the Press Club will spon-
sor a radio broadcast to the Byrd
expedition Assistant Secretary of
the Navy Henry L. Roosevelt will be
guest speaker.
X X
TOMORROW night the Drama
Guild will present Il Love An
Actress at the Wardman Park Thea
ter, including in the cast the much
admired Virginia Rand, Marvin Beers,
Ruth Perrott, Harold Weinberger
(whose plan for Little Theater" is
one that is both interesting and in
telligenD, James Otis Porter and
Thomas Cahill. Coffee will, as usual,
be served between the acts.
4 x X x
WILL somebody please shoot that
rogue who sent us postal signed
Nelson" and asked us to come to the
Eastern High School operetta tonight?
Mr.. Nelson Bell never sent that card
and neither did We send Mr.. Bell
a card asking him the same favor.
HARDIE MEAKIN VIII entertain
Mr.. Frank Buck at an afternoon
extravaganza at the Shoreham on
Sunday.
Carter Barron played host last
night at the same hotel to Mr.. Oscar
Doob, famed Loew publicist, and an
elegant person.
Mrs Maude B. De Forest thinks We
slept through sweet Bells tangled"
Maybe We did.
Wait till you see that mule sequence
In Al Jolson's new film, Wonder Bar"
At a preview yesterday one hard
hearted critic felt like cheering.
The Columbia Players will present
"The First Mrs. Fraser" April IT
and l8.
Pauline Frederick comes to the Be-
lasco the week of April 2, in Her
Majesty, the Widow"
Sophie Tucker has had more parties
given for her than any visiting head
liner. Yesterday, SO far as We know,
there were three.
* X X X
THE new weeks attractions in the
local theaters include the follow
ing:
Jeritza in "Annina" at the National
This opens Monday, and advance
word has it that its a grand show.
Besides the operate Miss Jeritza, who
shocked local opera-goers a few sea-
sons ago when she appeared here as
Tosca with bobbed hair, the. cast in
cludes Allan Jones, Andrew Tombes
and a dancer called Paul Haakon, who
it is rumored is about half of the
show.
The Dark Tower" by George
Kaufman and Alexander Woollcott
comes to the Belasco Monday, too. In
it is the estimable Jessie Lands and
others of note This will be the Sec
ond week of the new Wee and Lev
enthal experiment which has started
right merrily.
mo More Women" with Victor
MacLaglen and Edmund Lowe ito
whom we express much sympathy
over the loss of his wife, Lilyan TaSh-
NAM comes to LoeWs Fox Friday
Sally Blame and Minna Gombel are
in the caSt-and the stage show is
headed by Phil Spitalny who brings,
of all things, 80 "comely musical
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