Gene Autry — Exhibitor Star (1951) 🇺🇸
In films, on radio and TV, and in a multitude of other activities, this western topnotcher keeps showmanship in the forefront.
by Paul Manning
One reason why Gene Autry may be so conscious of the exhibitor’s place and problems in the theatrical sun is because he is an exhibitor himself. He is co-owner of a small circuit of theatres in Texas, and takes an active interest in its management.
As we sat talking in his Hollywood office, the walls are literally covered with awards and testimonials to this friendly and colorful cowboy, I wondered out loud how he managed to find time to participate in so many activities.
At present, he is making six full-length Columbia features each year, he does a radio show over CBS 52 weeks a year, he is one of Columbia Records top artists (his recording of Rudolph the Red-Nosed Reindeer was listed in a recent issue of Cosmopolitan magazine as one of the 20 all time best record sellers), he appears with his rodeo at Madison Square Garden and the Boston Gardens each year, he makes at least one long personal appearance tour each year, he stars in 52 television pictures a year, and, in addition, he has his finger in a number of financial pies, such as radio stations, ranches, music publishing companies, and merchandise tie-ups.
“That’s easy,” Autry replied in answer to my question.
“I enjoy making pictures and records, and appearing on the radio. It’s not hard to find time for the things you enjoy. As for my business interests, I seldom go into a thing all by myself. My partner or partners do all the work, and you newspapermen give me all the credit.”
Autry might have added that he himself puts in an 18-hour day, and that he keeps and flies his own plane primarily for the purpose of being able to keep in close, personal contact with his various business associates and activities.
As one friend said: “Autry thinks no more of flying to Phoenix, Ariz., or Dallas or Chicago than I do of taking a bus to Hollywood and Vine.”
Busy as he is, however, Gene Autry is known as one of the most cooperative of all Hollywood stars. If he is in town, he is always available for interviews and pictures. He makes innumerable personal appearances not only to help promote his own pictures but those of other stars.
Hardly a week goes by without an Autry appearance at a hospital, orphanage, or industry rally, or an Autry transcription plugging savings bonds, the Heart Fund, or a charity event.
This willingness to “take the stump,” plus good citizenship, plus a reputation for clean, actionful, entertaining pictures have combined to keep Autry a Class A box office attraction since he first sky-rocketed to fame 15 years ago.
In general, exhibitors showing Autry films have benefited from the multiplicity of enterprises he has entered. His name is constantly before the public because of his radio show, his rodeos, his records and his tie-ups, and his personal appearance tours have helped build a large, loyal fan following. Autry believes the same will be true of his television movies.
Here is his side of the story:
“I enlisted in the armed forces in 1942. It was five years before any new Autry movies were showing on theatre screens. During that time, a whole new generation of children grew up, and I had no chance to reach them. Now a new generation of kids is coming of movie age. I can get to them ahead of time via television. I hope they will enjoy my TV films well enough so that they will want to see full-length Autry features at their local theatres. I think television can help build movie attendance, just as radio and records and personal appearances have helped build movie attendance.”
It is still too early to say positively what long-time effect television will have on theatre attendance habits but Autry, at any rate, is making a determined effort to carry through his thinking on this subject. His movies, and movie-going in general, are “plugged” on his airshow, and a come-on to see a full-length Autry movie all local theatres is featured in each of his television films.
Movie-wise, Autry’s career is in high gear. His production company, with headquarters at Columbia Studios, has concentrated on finding and developing stories with the proper blend of action, songs, romance, and scenery.
Exhibitors showing Autry movies never hear the kids complain: “Aw, he chased ‘em down that same hill 15 minutes ago.” Gene Autry Productions, under the capable direction of Armand “Mandy” Schaefer, has gone far afield to find fresh western locations: Tucson, Ariz., the Sierra Madre Mountains, and Lake Arrowhead, to name a few.
Autry productions also have shown a canny sense of exploitation values in tying in with popular songs. They “scooped” the industry in acquiring rights to the titles of Mule Train and Riders in the Sky, and accomplished a notable production and distribution job in getting these pictures to the exhibitor while public interest in the songs was at a peak.
Coming up is Whirlwind, another example of the same showmanship. This soon-to-be-released Gene Autry western not only uses the title and music of the hit song Whirlwind, written by Stan Jones, who also wrote Riders in the Sky, but also reunites the well-loved and highly successful team of Gene Autry and Smiley Burnette.
Autry is the first to admit that so far as acting is concerned he is no Barrymore [John Barrymore], and, so far as singing, no Caruso [Enrico Caruso].
But one thing he does possess in abundant quantity, far more than 99 out of 100 others in Hollywood, and that is showmanship. He has that subtle something which reaches out to an audience and holds its attention.
It seems to be a combination of talent, personality, poise, and plain old horse sense. At any rate, put them all together, and they spell Gene Autry, our favorite “Pinza of the Plains.” [Ezio Pinza] — P. M.
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Autry’s personal appearances have helped build him a large following. This scene at a department store in Louisville, Ky., is a sample of what happens from coast to coast when the star meets his fans.
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Collection: Exhibitor Magazine (Studio Survey), April 1951