March 7, 1932

From Luella O. Parsons:

Joan Crawford is the latest actress under consideration to play the role in Rain that Jeanne Eagels created on the stage. I think I might say that it’s more than consideration since there have been several conferences between Nicholas Schenck for Metro-Goldwyn-Mayer and Joseph Schenck for United Artists. Furthermore, Miss Crawford has expressed a willingness to play the colorful role in the South Sea Island drama.
I have an idea it will be a Metro-Goldwyn-Mayer-United-Artists picture, if you know what I mean. The Schencks are brothers and there will probably be some sort of a partnership arrangement.
I won’t be much surprised if Raoul Walsh directs Rain. He is now definitely through with Fox and at the moment is listening to several interesting offers. Remember, he directed Gloria Swanson in the silent version of Rain.



Maurice Chevalier is going to keep on a-singing and a-singing for Paramount. Dick Rogers and Larry Hart have declined an offer in New York to write the words and music for a coming Broadway musical comedy for Chevalier. Paramount put them under a new contract and their first assignment is an original for the popular Frenchman. He makes two this coming year. There is a report that Jeanette MacDonald will sign with Paramount to play opposite Chevalier in the big musical numbers.


HAYS PLANS POLL ON MOVIE CHOICES

HEAD OF INDUSTRY SAYS IT SEEKS TO ADVANCE FILMS IN THE POPULAR ESTEEM

Change In Taste Apparent

Questionnaires to Be Distributed Among People In All Walks of Life Throughout Country

Hollywood, Cal., March 6 (UP)
Will Hays and the men who make motions pictures want to know the public’s preference in screen entertainment, and who in the family dictates the choice of programs.
Mr. Hays, president of the Motion Picture Producers and Distributors of America, Inc., announced today that editors, clergymen, educators, businessmen, and housewives, as well as a wide commonality of motion picture fans, would be polled throughout the country in an effort to determine the likes and dislikes of movie audiences, all to the end that pictures may be advanced in popular esteem.
The questionnaire will ask whether the husband or wife chooses the film entertainment for the family. It is hoped to establish a type of pictures preferred by parents for children.

Among other queries are:
What difference, if any, exists between the kind of entertainment that “goes big” on Broadway, and that which attracts the main street audiences?
Is realism or romance preferred on the screen?
May classical drama expect to receive popular support?
Is there a difference in the entertainment requirements of the debutante and the shop girl?
“A definite change in taste in motion picture requirements is already manifesting itself,” the announcement said.
“Pictures of a dramatic and intellectual calibre that would not have been successful as popular entertainment a few years ago are not only being received enthusiastically by motion picture fans, but are bringing into the theater new patrons.




GLORIA SWANSON STARS AT PALACE

“Tonight or Never” Is Sophisticated Comedy

Gloria Swanson is seen on the Palace screen currently in the romantic comedy hit, “Tonight or Never.”
Miss Swanson demonstrates great tact and subtlety in the handing of comedy sequences, especially when she sets out to find herself a gigolo. Her gowns display a great variety of Spring styles. Her leading man is Melvyn Douglas. The story is very sophisticated.
Metrotone News, an Our Gang comedy and Vernon Geyer at the organ complete the program.
The Palace announces that starting today and continuing throughout the week, photos of babies will be presented free.