Word: technicolorful
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Gambling on the public's reaction to Becky Sharp at the world premiere of that all-color film at Manhattan's Music Hall last week, hundreds of Wall Streeters took a flier in Technicolor stock on the New York Curb. If John Hay ("Jock") Whitney's Pioneer Pictures, which control 15% of Technicolor, Inc., made an impressive splash with their $1,000,000 production, the black-&-white cinema industry might become as passe as the silent films, and Technicolor would stand as a very profitable colossus at the entrance to a new era in cinema production...
During the build-up for last week's opening, Technicolor stock had risen from the year's low of $11.63 in January to a high of $27. Last week Technicolor started strong, then fell off on profit-taking to $25. Wall Street brokers were in the crowd at the morning opening. That day Technicolor bounded up nearly a point. Said the Wall Street Journal: "Reaction to the color film appeared highly favorable." The catch was, however, what would the professional critics say? Excerpts from their opinions...
Bride in 1931. Jock Whitney's literary cronies are Donald Ogden Stewart and Robert Benchley, who spend most of their time in Hollywood. In Hollywood, Jock Whitney met RKO's production chief, Merian Caldwell Cooper, who talked enthusiastically about Technicolor as the next great revolution in the cinema industry. Color was the incentive Jock Whitney needed. He and his cousin bought 15%-about $1,000,000 worth-of Technicolor Inc., organized Pioneer to make color films for RKO release...
...first to carry the title of ''color director," which may soon become a familiar and important one in the Hollywood hierarchy. He was Robert Edmond Jones, famed Manhattan scenic designer, who arranged sets and worked out color schemes for both La Cucaracha and Becky Sharp. In 1930, Technicolor cameras had used two negatives, one to record reds and yellows, the other to record blues and greens. The chief faults in this process were that it blurred all outlines, failed to register either pure blue or pure yellow and had a range limited to garish greens and oranges...
...rejuvenation which the Spring sunshine pours into the blood of most of us, there are two Spring idylls awaiting you at the University this week. Fond memories will return to those who have read "The Little Colonel Series" when they see Shirley Temple, embellished by the added attractions of technicolor, winning her way into the heart of Dixie. Dixie, personified in the inimitable characterization of Lionel Barrymore as the ole Colonel, naturally hates all damyankees. You can imagine the state of his emotions when he learns that his daughter, the apple of his eye, has married one of the critters...