POPULAR FILMS.

Star (Christchurch), Volume LXVI, Issue 20648, 24 June 1935, Page 8

POPULAR FILMS.

Trend in Favour of Lighter Musical Type. PUBLICITY MANAGER'S VIEWS. To observe conditions in New Zealand as they affect the motion picture industry and his company in particular is the object of a visit here by Mr J. Joel, publicity manager for Australia and New Zealand for the Columbia Picture Corporation, Limited. Mr Joel arrived from Sydney some three weeks ago and his stav here has taught him many things which will be of value to his company in their effort to provide the best in this popular form of entertainment. Columbia were opening their own distribution scheme in Australia and New Zealand and for that reason it was necessary for him to make a general survey, said Mr Joel. He had made many contacts, had obtained the reaction of the public to different types of films, knew the views of exhibitors and was convinced that the main demand was for films of the lighter musical type. Columbia dealt in New Zealand with Amalgamated Theatres, Ltd., and with 64 theatres to supply it was necessary for the company to be fully informed of the trend the industry was taking here. Films of the type of “ Broadway Bill,” at present being featured at the Mayfair Theatre, were also attracting public attention. In Australia “ Broadway Bill ” had been very well received and as it was meeting with like success in Christchurch it could be seen that the. psychological reaction of audiences here were similar to that in Australia. Entertainment Specials. The film industry in New Zealand was very good and with keen competition among the producers to bring out the better type of film. Each new production launched was in the nature of an entertainment special. “ Passport to Fame,” featuring Edward G. Robinson would be released here later and Mr Joel said that the star was shown in one of the most unusual roles ever screened —that of a gangster, but without in any way glorifying the role. Tullio C-arminati would also be making another appearance here shortly. The theatres in the main centres compared very favourably with those in Sydney and the general trend seemed to be in favour of the small, intimate type of theatre. More money was being spent in Sydney at present than since the commencement of the depression, and while conditions generally were not of the best, there was a definite improvement. Local production would not take place in New Zealand for many years to come, not because there was any thing lacking in scenic attractions, but because of the fact that New Zealanders had not had the experience and New Zealand would not be able to get the artists. Grace Moore, who was the featured player in “ One Night of Love.” would be appearing in a new film called “Love Me Forever,” and this would be shown at the Mayfair Theatre. Grace Moore's success had been instantaneous and she was the only American motion picture actress to give a command performance before their Majesties King George and Queen Mary. She had appeared at a Covent Garden theatre in “ La Boheme,” and had received a wonderful reception. The “ Lost Horizon,” a Mongolian story, was at present being made. It had been proclaimed as an “ all award ” story, on account of the fact that every executive concerned in its production and the story had received an award of merit during the year. Claudette Colbert, who made her name in “It Happened One Night,” was anothei actress who would be making another appearance here soon.