Evening star., 1938-01-02

M the list of major subjects of
VI this Nations conversations.
L Hollywood Is the second
most important news center for
American newspapers.
Newspaper advertising still is the
backbone of any good motion picture
campaign.
Stars still are the prime requisites
for box Office success
Those opinions were voiced in Hol-
lywood today by Robert M. Gillham,
advertising and publicity director of
the far-f1ung Paramount Pictures Or
ganization. who is in the screen capi-
tai to glimpse previews of some of
his companys forthcoming attractions.
Glllham declares that Washington
is the No. newspaper dateline center.
In other words, more printable news
of national interest emanates from
Washington than from any other city.
Hollywood, because of the increasing
interest in motion pictures. he ranks
second. And when people get together
for chat, he declares the principal
topic is the state Of their health, fol-
lowed by comment on recent moving
pictures or stars.
Gillham is a believer in personal
contacts in the business of publicity,
which he likens to journalism, in that
a shrewd publicity man must recognize
news and must cooperate fully with
the press even when some story may
be unfavorable to his organization.
He joined Paramount in 1888, and
his first move on heading the ad-press
department of the film company was
to boost newspaper advertising space.
Today the major companies average
about S2,000.000 year in papers,
while theaters themselves spend in
the neighborhood of $12,OOO,0O0 an
nually.
by far the greatest amount of
screen ad money is spent in news
papers," Gillian said, for they are
the backbone Of any good campaign.
And newspapers, too. realize the value
of Hollywood. Here today are more
than $50 correspondents. representing
papers from all over the world, all
seeking news Of the doings of the
stars, their pictures and their home
lives. And they are supplemented
right along by visiting motion picture
editors from all parts Of the country,
editors sending them out here with
greater frequency and for longer
stays"
I 1SING the cross-examination meth
cd on Gillham, the following re-
suits were obtained:
@. Why are film company offices
located in New York, rather than in
Hollywood?
A. There are three main reasons:
(a) Since New York Is the financial
capital of the Nation, most of the
financing is done from that point;
CO. all the large film companies main
tain theater circuits and have head
quarters and buyers in New York;
(c) operating from New York, it is
possible to get a much better perspec-
tive Of national and world affairs
than from Hollywood. ,'
@. How much does 1t cost to build
a star?
A. Stars, as rule, are not made
by advance selling, but by screen
audiences. Sometimes a great amount
of money has been wasted to build
a personality. The Anna Sten build
up Of several years ago is an example.
Very often player springs to stardom
overnight by performance in a
certain picture. Martha Raye did that
in Rhythm on the Range"
O. HOW do you sell picture to the
" public?
A. BY stressing points most likely to
interest the public: The stars, the
story, the director, perhaps, and un-
usual story angles. And by sticking
to good taste. We ban vulgarity. AS
whole. I believe screen advertising Is
(see HEFTERNAN, Page F.2.)