The Art of Selling Movies #2

 

Art of ... Carefree, Organ Hours, and Giveaway Perfume

Ads again instruct. This one for Carefree seems aimed more at the trade. “Watch ATTENDANCE RECORDS FALL!” Every showman’s prayer, but what did their public really care? In fact, Carefree lost money, a first of the Astaire-Rogers to do so. All cycles eventually felt ground shift. Astaire got percentage pay from these. I wonder if he ever sold that interest to RKO or successors. Anyone know? He’d form dance academies bearing his name in 1947, then twirl to hopefully greater profit with Easter Parade and The Barkleys of Broadway. Suppose Fred wished he had opened the schools sooner? Perhaps, but the Depression and war would have made that a higher hill to climb. Here’s for a stun … the Astaire dance studios still flourish. I can drive no farther than Winston-Salem to begin my lessons. Is it too late to learn? Note the ad pushing Carefree’s dance called “the Yam.” I could wonder when the Yam was last executed by two partners. Did it indeed “sweep the nation” as indicated by the Great Lakes Theatre? As performed by Fred and Ginger, stylings are forever fresh. You Tube, Facebook, Tik-Tok, are rife with the pair, us for a lift over minutes spent watching them. Thing is, now as before, there are eighty-three minutes of Carefree and most is not Astaire/Rogers dancing, this the rub when would-be fans sample the team online and then seek out features in whole. Well and good to that, but it requires old-movie adjustment fewer are willing to make, contrived story, comedy not necessarily comedic. Carefree signaled tiring among even those devoted, plot and situations bearing only so much repetition. Astaire had sense to know the parade was passing by, and Rogers wanted more to do drama, or at least humor where she was dominant humorist. Both get a solo number in Carefree and slide rules are visible to give each equal emphasis. Did both feel the series was holding them back? 

Benefit of the break came immediately to Rogers for winning Best Actress as Kitty Foyle within a year after she and Fred’s last for RKO, The Story of Vernon and Irene Castle. Do you suppose she suggested they call it The Story of Irene and Vernon Castle? For the record, that one failed too. Top Hat momentum could only last so long, then it was so long to further Astaire-Rogers. I had not seen Carefree until this recent view. My understanding was they went odd direction to sweeten the formula, casting Fred not as a hoofer but a clinical psychiatrist, not so far-out when we realize intelligence he conveyed to every character he had played or would play. Mission is for him to reach Ginger’s subconscious as means to make her marry Ralph Bellamy, a move so far delayed for her indecision. Without dancing, you can imagine how such set-up would plod. We’re told Fred's character hoofed in college days to make his doing so credible here, but why bother? He was Fred Astaire, so of course he danced. Insert at least one number per reel as etched firm like commandments on tablet, seams showing the more because by 1938 the audience was restless. Not that dances fell off, far from it, as Astaire constantly looked for novelty, was loathe to repeat himself, so gave fullest value for money that his studio, and the audiences, paid. The Yam may not necessarily score as a song but look at Fred going full circle of tables and chairs, lifting Ginger over his straight and extended leg resting on them, all done in a single shot to still amaze. This is what Tik-Tokkers levitate with. You’d think from watching clips that Astaire-Rogers movies are the greatest things going, and for dedicated fans remain so. Preservation elements are tricky, which may explain why none of the RKO’s have landed on Blu-Ray yet, though whole of the group play TCM in HD and are available that way to stream.

WITH AN AD SO RICH, WHERE DO YOU BEGIN? --- Oh to have been there for Billy Muth’s daily organ club (11:00 am to 12) Did everyone get to sing as well as listen? And free prizes! Theatergoing was a heaven we will never know unless Heaven itself includes trips to the Greater Paramount Palace circa 1929. So I saw Hammer and James Bond when they were new. Big deal. Ads like this humble me. These people had it so infinitely better. My problem would have been staying away from the Palace, the Melba too. Buy why stop there … Dallas like all urbans had streets paved with show gold. Imagine the marquees alone. Like one museum after another with exquisite hangings. I looked up Billy Muth. He was, among Dallas locals, regarded a legend, had worked with Jolson, Ben Bernie, others. Mourners played his recordings after Billy crossed the bar in 1947, him but forty-six. There was a sorority delegation of high schoolers at the funeral. Fans are possibly still around for Billy Muth, but I couldn’t find anything confirming it at You Tube. He surely left recordings though. Paging old record collectors. Not that Billy was whole of a show this gala day. Jimmy Ellard and his “Bag of Tricks” had been lately installed as the theatre’s stage band. What a responsibility ... each day at your best or at least you better be. I floated Ellard as well at Google, but no soap. Wild Orchids was the Palace feature, The Canary Murder Case having just left. “A Glowing Romance of the Tropics --- Alluring Greta Fighting Herself in Maintaining Honor” Fighting herself? That sounds promising. I must get out the Warner Archive DVD and watch again. Wild Orchids had a disc score, and I don’t doubt the Palace used it, or maybe not. Surely viewers preferred their live orchestra, but bear in mind folks were drunk on newness of recorded sound. The Melba nearby had an outright talker, The Redeeming Sin, with Dolores Costello. Were she and Conrad Nagel really a “love team,” and do any of their teamings survive? Laurel and Hardy alert, they are in again with Liberty, which the ad proclaims has “sound effects,” these happily still hearable and YT viewable.

PERFUMED UPON ENTERING --- North by Northwest had borne fruit that was Charade, and so Charade spawned more that included Arabesque plus others on slope downward that was romance plus suspense plus humor figured to please all/sundry. The sixties approaching final hurrah for lady shopper matinees made giveaway of “Taji Perfume Oil” seem a sensible idea, and to a first thousand, promised Chicago Theatre management. So what did they do --- hand women a bottle going in or just spray them as they entered? What if odor seemed noxious to some … and imagine an auditorium permeated by the stuff. Was this to be the “scent of Arabesque”? Some in the audience, if not critics, might say it was the picture that smelled. Perfume was not a first gauntlet run for this engagement, as there were out-front Sophia Loren lookalikes splayed upon a “Living Billboard,” a stunt happily confined to that day’s first showing. Human beings so displayed went back at least to The Hollywood Revue of 1929. Us enlightened could call it cruelly exploitative, depending of course on individual circumstance. Imagine old folk in Chicago who might recall once being part of the human billboard for Arabesque, or perhaps one chooses to forget such experiences. Arabesque tries being “mod” in zoom shots and screwy edit way, and I to this day am confused as to what the mystery was or why we should want to solve it. Also there was Gregory Peck who seemed wrong, but for a thing like this, who could seem right? I suspect viewers were carried upon gossamer wing that was Henry Mancini’s score, Arabesque an instance where music seals gap between something watchable or not. Did the New York Daily News really give this four stars and call it a wild, wonderful winner? Maybe that writer got a big bottle of Taji Perfume Oil for his/her pains.

UPDATE: Scott MacGillivray investigates the Arabesque perfume affair, and brings illustrations with the info:

Hi, John — The Arabesque tie-in with Taji perfume oil was strictly a local promotion arranged by the exhibitor. (Taji is not mentioned among the accessories in the pressbook for the national campaign, clipping attached).

Taji was introduced in the autumn of 1965 by Shulton (ad from September 1965 attached) so when Arabesque came out, Taji was either trendy or it was slow to move off the shelves, hence the free samples!

Best wishes — Scott