The Washington times., 1936-06-19

/ been scissored until it was harm
less from the censor point of
view, and that most critics found
it complete bore. The thought
was implanted that Washington
was to see something that had
been forbidden and Capital movie
goers swallowed the bait, without
mustard.
THE BUNK STILL SELLS
To a similar but greater de-
gree, Tobacco Road" a cheap
and vulgar piece of dramatic
tripe, was front.paged to prosper
ity by mayors and censor boards
who shooed it away. In less dis
eliminating jurisdictions, where it
was permitted, it thrived better,
perhaps, than any Reichenbach
campaign could have imagined.
Instances like these come under
the head of negative" publicity,
productive but not capable of rep
itition. They are the beneficiarieS
of set of circumstances not like
ly to happen again.
For all of the Reichenbach cir.
Gus originality and his recorded
skill at putting things across"
think the best press agent of this
generation was Playwright Chan.
ming Pollock who worked in strict
ly legitimate channels. The Pol
lock plan was joint debates on the
printed page with critics who
didn't happen to like his plays. Mr..
Pollock would defend his brain
children, stick up for them so ably,
that the offending critic felt guilty
unless he ran the other side of the
case, or better still, agreed to a
controversy. Playwright Pollock
also took to the huStingS in the
interest of his product.
Most of the best publicity brains
today struggle in the Hollywood
vineyards, with a scattering few
left on Broadway. None use the
Reichenbach system which, while
it makes an interesting book, is
definitely dated.
CRACK PRESS AGENTS
Ray Henderson accomplished
more for Katharine Cornell by
sustained publicity which adheres
strictly to facts. Dick Nancy
and Charlie Washburn are regu-
larly accorded bylines in every
New York newspaper because
their we'll written ballyhoo is in
Variably close to the truth. Sam
Harris able tub thumper, John
Peter Toohey, depends more upon
his writing skill and his news
sense than on fooling newspaper
men.
The Hollywood system is so we'll
organized and provides such sat
isfactory editorial service it gets
the cooperation of newspapers
from coast to coast. The studio
publicity and exploitation execu-
tives plan the campaign and
smart press agents in key cities
and towns follow through.
1t is an excellent system, and
with such brilliant writer's as How
ard Deitz and Bill Ferguson, of
Metro Goldwyn-Mayer; Charlie
Mccarthy, of Twentieth Century.
Fox; Howard Benedict, of Radio;
Charlie -Iinfeld, of Warner Bros:
Oscar Doob, of Loew's, Inc. and
Gabriel Yorke, of Paramount, the
results are mutually satisfactory
to the industry and the Fourth
Estate.
SYSTEM IS NEW
Nor can this story overlook
the army Of advance agents who
do attention calling for the United
Artists products and the theater
public relations counsels who are
the real contact men" with edi-
torial desks.
No, I think Harry Reichenbach
today would be working under
new deal in the theater and in
newspaper offices. There is no
doubt that he would hav.' been a
leader, for such high intelligence
as he possessed was adaptable.
His Phantom Fame" is a highly
interesting book and I thank
Monsieur La Falce for detouring
it this way. Out Of such things
come Friday columns in dull