As far as publicity went and it went pretty far, Maurice Chevalier, the French actor was a few years ago booted into a position of prominence in the film world. His first few pictures were mildly successful and after that each film starring him was preceded by loud shouting and splashy advertising, but the reaction at the box office was different.
Film fans lost interest in Chevalier and his latter films were expensive mistakes. During the past season nothing has been heard from Chevalier. His radio work didn’t help him and the general impression was that he was through as a film star.
Metro-Goldwyn-Mayer who introduced Chevalier to American audiences still feel that the engaging gentleman from France can be put across and they announced just the other day that he has been signed to a new contract and is now completing work on a picturization of “The Merry Widow.” Jeanette MacDonald will be costarred with him and Ernst Lubitsch will be the director. After completing work on “The Merry Widow” Chevalier will go abroad to make one picture for Alexander Korda, after which he will return to the Culver City studios and make a series of pictures for M-G-M.
OTHER SCREEN AND THEATRICAL NEWS
The Winter Garden, one of Broadway’s older houses has been renovated and from now on will be air cooled. The next show to move into the almost ancient theatre, which has to-date played fifty-five productions, exclusive of motion pictures, will be “Life Begins at 8:40” a revue written by Ira Gershwin, E. Y. Harburg, David Freedman and Harold Arlen. Early August is scheduled for the opening and the Shuberts will be the sponsors. In the cast will be 125 actors headed by Bert Lahr, Ray Bolger, Luella Gear and Frances Williams.
There are but eight stage shows open on Broadway this week and by next week the list may be further reduced. “Stevedore,” “Men in White” and one or two others are on the way out. As a matter of fact, “Stevedore” closing notice was up last week but at the last minute the Theatre Union decided to hold the doors open for the time being.
Broadway may be suffering from a scarcity of theatrical attractions but no such condition exists in the suburbs, as a matter of fact the “little” barnyard houses are going full tilt but, I am sorry to report, are not attracting a large patronage. Last summer this type of playhouse couldn’t handle the crowds, but so far this year the self-exiled city folks and the natives are showing a definite inclination to stay away. This change in attitude may be blamed on the profusion of productions. There is hardly a hamlet from the well manicured lawns of Westchester to the rocky coast of Maine that does not boast of at least one summer company; however it will save money in the end for Broadway producers who have a chance to see a script enacted before making an investment.
The return of the sizeable Kate Smith to the radio after a season’s layoff reminds me that the career of this sentimental songbird on the stage was in no way improved by her radio popularity. Before she ever thought of singing into a microphone Miss Smith found steady work on the stage and always enjoyed some popularity but after her radio fame became a byword and she tried the stage it was found that the big girl failed to draw the crowds. There should be some moral to this!
The Archive of the Jewish Telegraphic Agency includes articles published from 1923 to 2008. Archive stories reflect the journalistic standards and practices of the time they were published.
