Evening star., 1937-03-14


satisfaction of local exhibitors, who
- rnouthed occasional cracks about radio
performing actors and actresses keep
ing people at the loudspeaker and
away from the theaters. So seriously
did they take these rumors that Will
Hays, the movie car, assigned COM
mittee to discuss the matter with
radio executives and to find out il
the microphone was mightier than
the silver sheet, and If so, how much
and which.
The committee hasn't Haunted its
findings from the front pages, but
word has leaked out that there was
much to be said on both sides, par
ticularly the microphone's side.
MOVE magnates realize that radio
offers an effective way of pro-
noting the oral abilities of their hired
hands. Radio officials see in Holly
woods main industry a succulent
source Of scripts and talent. Sponsors,
while quailing at the high cost of
hiring screen artists, like to take ad-
vantage OF their popularity and the
build-ups they have been given by
motion picture moguls.
Only a week or so ago Will Hays
said no differences exist between the
Elm and radio INDUSTRIES and de-
MED that movie artists were being
restricted in accepting air offers. His
views support those Of network
officials. He added he had never re-
ceived specific complaint of harm
full radio competition.
When N B. c. and Paramount
signed a contract late in February for
a series of Sunday morning half-hour
productions originating on the Para
mount lot,, leaders in both the move
and radio Industries generally agreed
that hostilities were off, perhaps
permanently. All this time big flour
company had been doing its own
dickering and on March Is started a
West Coast series Of daily quarter
hour programs originating on the lots
OF nine major studies.
N1ARNER topflighters have been
wv corraled for use on programs
staged by a Warner subsidiary. and
the company is going In for radio pro-
eramming on a large scale. Colum-
bis pictures has been experimenting
with sponsorship OF spot announce
ments for its lavish production The
Good Earth"
More concerned with its own af-
fairs, the younger radio industry has
had little time to toss bricks through
competitors wincsWs, so stations have
been liberal users of theatrical tie-ups
Many broadcasters offer programs
from local stage productions. In a
lot of cases stations and theaters
barter chunks of each others facili-
= ties. One Boston station even sends
its ace news commentator to the stage
of . local theater several times a
day. Countless stations pitch their
remote equipment under movie mar
uuees for man-in-the-s street broad
casts because they are assured of both
crowds and protection from the ele-
ments.
To meet the radio problem, movie
studios are inserting mild radio
clauses in their talent contracts, re-
quiring approval of each radio ap-
pearance. AS rule, the screen stars
get anywhere from $500 to $1,000 for a
single radio performance. depending
on their prestige and popularity. In
the past, the screen executives have
complained now and then about the
material given their artists for radio
performances as we'll as interference
with production schedules. These wor-
ries are being taken care of as radio
becomes more adept at using screen
artists and as the movie folk them
selves take more interest in what
their hirelings shall do on the air.
MOT all radio appearances OF movie
performers are on the net
works, however, for they are being
used in transcribed programs. The
result is that stations not affiliated
with networks can offer Hollywoods
finest without wrecking their bank
accounts.
One doubtful spot in the radio-movie
situation has been Metro Goldwyn-
Mayer, which temporarily stopped its
stars from appearing on the air until
1t could figure out some sort of a
definite policy. The ban will be lifted
soon, it is expected, but meantime the
radio public will not get Joan Craw-
ford, Jean Harlow, Clark Gable and
many other exponents of the art of
romance.
In contrast to this attitude is the
enthusiasm with which Paramount
Is embracing its projected sustain
ing program on N. B. c. The studio,
for example, will emphasize its up-and-
coming young players, besides utiliz-
ing better-known stars, writer's and
directors.
Most Of Hollywood's ranking per-
formers have grabbed at the chance
to build their popularity through radio
appearancesII~as well as to swell their
purses, with two outstanding excep-
tions-Shirley Temple and Mae West.
Little Miss Temple, incidentally, is
ranked by theater owners as the best
money-maker the screen can offer.
To date, though, the Nations favor
ORIGINAL Federal r