Evening star., 1948-12-05
Out of the Past Come Some Golden Stories
Period Films, Once Considered Poison the Box Office,
Are Now Hoywoods Most Popular Types
By Harold Heffernon

II motion picture exhibitors a
few years ago heard the announce
ment that major studio was about
to produce Robinson Crusoe,"
"Trilby" and "Quo Vadis" all on one
seasons program, they would
scream out in agony and threaten
to close their doors before paying
rentals on such offerings.
That was in the day when any
thing suggesting costume or
period movie was considered the
rankest sort of box-ofiice poison.
If they did find such q Aim on their
hands, it was common practice to
disguise its nature in every possible
manner. Some theater smarties
caught with the unpopular product
even sketched modern garb onto
the heads of the characters and
tossed bathing suit art into their
ads.
No one at that time could have
conceived the change that has since
taken place in public taste. Re-
sistance to period pictures was
slowly broken over the years, but
the outbreak Of the war smashed
1t completely. To-day" was so full
of trouble and strife that people
sought escape in entertainment far
removed from the turmoil Of every
day life.
So popular had become this type
OF Aim that last year 094O six Of
the 10 greatest money-makers were
of the period and costume type.
They were "Unconquered," Duel
In the Sum-" Forever Amber"
Captain From CASTLE" Life With
Father" and Green Dolphin
Street" The other four turned up
in this ofiicial exhibitor report were
Road to Rio" welcome Stranger"
Bachelor and the Bobby Soxer"
and "Gentleman's Agreement"
Plenty at Paramount.
A quick look around Hollywood
today shows that ''be modern" Is
by no means the cry, either. Pro-
duction schedules indicate conclu-
sively that the old-time story and
the cumbersome costumes still are
getting q heavy call 1t is esti-
mated, In fact, that IS per cent Of
the money movie-makers are allot-
ing for products in 1949 will 60 into
stories Of q distant day.
The case at just one big studio
should prove this point. Over at
Paramount, where they must know
something about public wants since
the company has topped all others
In net profits for the past several
years, they seem to be eating and
sleeping period stuff.
On this lot. the record picture for
going back Is at work. This, of
course, is Cecil B. De Miles Sam
son and Delilah." which stars Hedy
Lamar and Victor Mature.
Even the studios two box-o Office
champs, Bob Hope and Bing Crosby,
are not immune to the antique time
and toggery. Bing's new release
will be Connecticut Yankee in
King Arthur's Court" That one
has a time rating of 529 A. D.
Hopes The Paleface" takes him
and Jane Russell back to 1870.
A Top Money-Maker.
Furthermore, Paramount's fair
haired bobby-sox pleaser, Alan Ladd,
steps back into the past for his
next two releases, whispering
Smith," gunman special of 1890,
and 1.-THE Great Gatsby," laid in
the roaring 20s. For his first
venture since winning q flock of
Academy awards via THE Best
Years of Our Lives" William Wyler
chose to direct "The Heiress." It
takes place q century ago. It also
was the selection of Olivia De Havi-
land to follow her starring Oscar
triumph In ITO Each His Own"
Maybe the other lots aren't stick
ing their costumed necks out quite
10 far as Paramount, but all plan