Page 13 Advertisements Column 6

Otago Daily Times, Issue 23516, 2 June 1938, Page 13

AMUSEMENTS Final Screenings To-day. “DAUGHTER OF SHANGHAI” With ANNA MAY WONG (Approved for Universal Exhibition.) [ PWlUliFlf T] EMPIRE I ill 111 aiiiliilHinl I I The City’s Leading Theatre. Dir.: Fuller-Hayward Theatres. TWICE DAILY: 2.15 - 8 p.m, TO-MORROW, FRIDAY ANOTHER WINNER FROM METRO-GOLD WYNMAYER. THORNE SMITH’S “TOPPER” “TOPPER” “TOPPER” “TOPPER” FOR YOUR PERUSAL Once in a while a picture manager has a coming attraction to advertise which presents certain difficulties . . . it may be that the star value is not outstanding ... or that the story or author is not well-known . . . or that the title of the film is not particularly striking or even explanatory. The Empire’s next attraction is “ TOPPER,” and definitely comes into the unusual class. Just as “ Night Must Fall ” gave us a new technique in mystery drama—” TOPPER ” is a new and original idea in comedy films. It certainly does not lack star value, as no fewer than six front-rankers are in it. to wit, Cary Grant, Roland Young,. Constance Bennett, Billie Burke, Eugene Pallette and Alan Mowbray—a truly remarkable rosier. The author is Thorne Smith—remember his “ Turnabout,” etc.—and Hal Roach, famous for his Laurel and Hardy comedies, has produced it in a really lavish and spectacular style for Metro-Gold-wyn-Mayer. But “TOPPER” as a title is rather vague, so please accept my sincerity when I tell you that it stands for 90 minutes of merriment and fun, and when I previewed it recently “TOPPER” made me laugh so uproariously that I had to let you in on the good thing, too. “ TOPPER ”is original . . . strikes a new note . . , has a great stellar cast all giving grand performances, is magnificently mounted and dressed . . . has amazing and crazy camera work . . . and if you want to laugh and laugh and LAUGH, don’t miss “TOPPER.” It’s the surprise film of the current season. ALBERT BIDGOOD. I, Superlative First Half |||| ( Includes: llil | PETE SMITH SPECIALTY, i "Ski Skill” (|l ll' CRIME DOES NOT PAY. II j; ij “Give Till it Hurts.” |||l| BOX PLANS Be Advised, Reserve Now at the D.I.C. or Empire. Telephone 12-433. .

A DVEKTISING Is accepted as a necessary part of modern business promotion. It has won a place for itself in virtually every Industry. Rightly directed and prepared, advertising has proved that it can return a profit to the advertiser. But advertising should always be considered as a business enterprise, and not as a magic formula for unearned success. A uVEHTISING pays its way, often many times over. It will permit lower prices through increased volume. It can reduce selling costs. It can lessen the time in which a product moves from factory to consumer.