There is no show like "The Hurri cane" anywhere in the world, writes Douglas W. Churchill to the New York "Times." A Buckingham Palace reception, at which every ranking diplomat and statesman in the world was present, would boast fewer world-famed personages than a Hollywood opening. Nor would such men with their power to make war or peace engender the awe and enthusiasm provoked by the screen players. With Such a force at hand, it is a natural thing for producers to divert it to the glory of their films. In the light of results attained, the $35,000 spent for one night's display at the opening of "The Hurricane" in Hollywood is a justifiable figure.
Little things that appear idiotic are done for a reason. They earn far more than they cost. The space garnered by pictures and stories about the opening could not be bought by Goldwyn at any price, for it is not the kind of space that is for sale. And if he spent the $35,000 for paid advertisements, they would make searcely a ripple in the American press, to say nothing of foreign publications.
Analyzing the cost sheets for the opening of "The Hurricane" reveals peculiar expenditure, and these items together with the total sum may appear to the uninitiated as waste. But Goldwyn's reasoning proves otherwise. "The film cost me $2,000,000," he says. "With such an investment I would be stupid to hesitate about adding $35,000 to it if that additional sum would contribute in a substantial manner to the ultimate profit And it does. It attracts attention, Hollywood is the greatest personality news source. A premiere is covered by writers and photographers from all over the world. If the things I do in behalf of 'Hurricane' become a part of the stories and pictures involving the stars who attend, then the public's interest in the film is inis directly stimulated."
Decorations Outside the Theatre These are the costs that directly or indirectly make an opening colourful and hence of interest to the press. The largest item is advertising. In order to impress the public and get them out to look at the crowds, approximately $20,000 was spent, Four native huts were erected in the park in front of the Carthay Circle which, with accessories and decorations, cost 500 each With California full of palms, it was necessary to build a grove of the South Sea variety to lend the prober colour. Made in the studio stops, each cost $185. One set showing a Samoan fire-pit accounted for another $1,000. The Ligh ana generators that are rented to give the opening that desirable circuslike atmosphere cost
Text read from the printed page and cleaned; old type leaves the occasional error.