Evening star., 1942-10-29

ou tlook that
America has never been more amuse-
nnent-minded. Whether the screen
is ian avenue OF escape from war
news, the fact is that September,
1942, found Uncle Sam collecting
the greatest amount in amusement
taxes in history. Actually it was
Sl3,662 1856, which on the 10 per cent
levy, indicates that S130.O0000 plus
was poured through windows for en-
tertainment.
Billion for Entertainment.
For the first nine months of 1912,
the total for amusement taxes was
sl04 4433539, which translated into
admissions, means that more than
q billion was expended by the pub
lie for diversion, most of it in the
cinema shrines. This was $45 .200,-
600 more than the 1941 admission
tax gross for the same nine-month
period.
! Receipts from other levies on en-
tertainment were: Radios and pho
nographs, s456.s6e, down approxi-
mately 100000: records, $127,256;
musical instruments, '$135,013: slot
machines, $468,078, and bowling al
leys and pool rooms. $94,892.
The Bureau of Labor Statistics
and other Federal agencies, who dig
deep behind the significance of these
figures. report that most families
will find the funds to attend the
movies on an average OF once a
week. This held true even during
the 1929-30 depression years.
Some unofficial estimates are that
at least 100000 people in the
United States don't give a hang
about the movies. Good or bad,
they stay away. This is an untapped
audience of proportions which are
imposing, even suggests Gallup
samplings might find why. Metro
Goldwyn Mayors research bureau
has undertaken to find out the rea-
son the screen is shunned by ap-
proximately IS per cent Of our popu-
lation.
Poll is Under Way.
What are the reactions, the pref
erences of movie goers? There have
been several single efforts to deter
mine what the public wants in the
entertainment field. Now comes
pioneering move which will con-
stsntly chart the reactions Of all
types OF audiences. This new ma
tional poll will be permanent one
that will offer a continuing study
end survey Of movie audiences In all
parts Of the country.
kThe study will be conducted for
MGM by the Motion Picture Re-
search Bureau. Representative men,
bers OF movie audiences will be in
terviewed and asked to give frank
expression to their feelings about
stories, stars and types of produc-
tlons. Thousands of these inter-
views will be conducted each week
BY trained investigators. The re-
suits Of these scientific studies are
expected to provide the closest ap-
pfoximation Of what the public
wants in It's entertainment.
SDr. Leo Handel. director OF the
NJ. p. Research Bureau, feels that
this pioneering move will bring
about findings that should be. of
vast Importance to the entire in
dustry.
Mary Lost. But Won.
Mary Brian, appearing in person
At the Capitol Theater beginning
today, Is one star who managed to
come along without winning the
Atlantic City beauty contest, in
which she completed. Twas some
years ago and Louise Birdie Dantz-
Ter, her right name, was down to
her last IS, when her mother heard
OF the competition at Ocean Park,
Long Beach, Calf So they invested
- for bathing suit, 81 more for
some chiffon to trim up an eve
ming gown, entered the beauty free
for-all
ITO make short story shorter
she didn't win. Instead she got
the second award as the best Miss
Personality" which carried with it
800 in cash and a weeks work at
Al Kaufman's Metropolitan Theater
IN Los Angeles as presentation dec
Grafton. 1t was there that Jesse
Iasky and Herbert Brennon saw
her, suggested screen test. out
Of which came the role of Wendy
IN Peter Pan and a long movie
career.
Talent Chance to Soldiers.
Major Bowes anna teurs, heard on
the radio every Thursday night in
clude many from the military camps
They are not haphazardly chosen
after they stumble into the studio
and ask for a chance to give the
network audience thrill.
Actually scouts for Major Bowes
are combing the camps looking fol-
those in uniform who have some
thing to contribute in the way Of
talent. Those whom the wheel oi
fortune selects manage to arrange
for three days furloughS. see New
York with all expenses paid, and gel
$50 for their moments before the
r,icrophone. More, if they are out.
standing in what 1t takes,
X X *
Warner Bros. News Reel.
Warner Bros will enter the news.
reel field. with a semi weekly re-
lease available after January l.
1t is understood that the compan,
will not enter any pooling arrange.
ntent with other newsreel, but will
Concentrate on its own conception
Of current events. Also its formal
is to be entirely different from thai
OF current newsreels. 1t Is further
understood that Warmers tried tt
- =. II ro,,,,