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INSIDE HOLLYWOOD uy He* stein HOLLYWOOD, May 9.— OFF-THE-REC-ORD ON: HOWARD STRICKLING— One of the best-hushed named in the motion picture business so far as personal publicity is concerned belongs to a man who has probably done more to publicize top stars in greater numbers than almost anyone in the industry. He is, as you can gather from the caps above, Howard Strickling, recently named vice president of Loews, Inc. MGM in addition to his title of Director of Advertising, Pub-licty and Exploitation for the company. At the time of his announcement as Loews veep, his -department at the studio had a tough time running down a bio on him, simply because theres never been one. He shuns having his name in print. The closest thing to a fact sheet on Strick is the one in the 1958 International Motion Picture Almanac, which states: "Howard Strickling . . . Publicist, executive. Born St. Marys, W. Va., Aug. 25, 1899. Joined MGM Publicity 1919. Dir. MGM Studios Publicity and Advertising." This for the man who has been responsible through the years for the countless thousands of stories on such names as John Gilbert, Marie Dressier, Wallace Beery, Lionel Barrymore, William Powell, Myrna Loy, Joan Crawford, Greer Garson, Bob Taylor, Gable, Craw- ford, Tracy, Harlow, Shearer, Bob Montgomery, Turner, Rooney, Garland, Liz Taylor, Kathryn Grayson, Van Johnson Jimmy Stewart — we could list enough names to fill a column. AAA If Howard Strickling hadnt cast his lot in the movie business, chances are hed have made a great diplomat. In fact, thats just about what hes been not only to MGM but the entire film industry. Its no secret — its just never been publicized — hes been in on the maneuvers that have brought about countless peace-making events. Back when Louis B. Mayer and Irving Thalberg were crossing swords at MGM, Howard was on confidential terms with both. In that titanicutug of war between the two giants, it woulcl seem Strickling would have to choose sides. But he walked the tight rope, kept both friendships, often made peace pacts that held that empire together. AAA After Thalbergs death, Strickling became Mayers greatest support, without any doubt, although he was modestly always in the background. In Mayers personal life as well as studio affairs, Howard was always in the shadows, while ever at Mayers elbow, always the peace-maker, the patcher-upper whether it involved Nick Schenck, a family feud, star trouble or what. AAA Howard believed as Mayer did in the power and value of star personalities. He assigned himself to carrying out these Mayer policies. But he did vastly more than publicize players. He watched them from their first tests, the first roles they played, until they became stars. He watched over them, advised them, scolded them, held their hands. In romantic troubles, many times lurid, he was patient, understanding, ready to give all to protect them. But they must be on the level with him or he could turn his back, with Mayers approval, until the unruly personality pame back hat in hand. AAA Marie Dressier was one of Howards greatest admirers. He did every manner of kindness for her, seeting that she was kept happy when he knew, as Mayer did, that she had cancer and would never make another picture. He had scripts sent to her, published announcements of new pictures lined up for her, knowing all along she would never get out of bed. It is appropriate, that when she died, she willed Howard her Academy Award Oscar. Incidently, thats the nearest hes ever gotten to any recognition from an industry that owes him far more than it will ever realize. AAA Clark Gable, of course, has been Howards best friend and Howard his, also his severest critic. This all dates back to Clarks early days and, tragically, the death of Carole Lombard. Publicist Otto Winkler, assigned by Strickling to be with her, died in the same crash. Strick went with Gable when word came that the plane was down, Continued on Page Fifty-Seven I INSIDE HOLLYWOOD I By HERB STEIN Continued from Page Two later handed him the final word that was brought down from the scene. Gable and Strick have become the rare commodity in Hollywood, friends despite Hollywood. AAA It wasnt all gravy for Strickling with the passing of the Mayer regime some years ago. By all the laws of the town, his closeness to*Mayer_made him No. 1 target when Dore Schary came into power, especially in the bitterness that developed. But even Schary had to recognize Howards value, his loyalty to the company and himself profited by Strides advice, although a bond of warmth never came. It is recalled that one time Dore complained that Howard was still seeing a lot of Mayer, and that it was embarrassing to him. Howard was called by Loews topper Nick Schenck about it. Instead of ducking or lying, Howard stood his ground, admitted: "Yes, I still see Mr. Mayer. He is my friend. I would do the same for any friend as long as he didnt ask me to do anything disloyal." Schenck never said any more about it. AAA Strickling is a company man, lives and breates MGM probably even more sincerly than the men who founded it. He has virtually given his life to it. Even in its darkest days, Howard Strickling believed in Metro, when others refused to believe that thered always be an MGM and that it would again be on top. A A A Stricks loyalty to his friends and department are well known. He has given the film industry a new look in public relations, a far cry from trie razzle-dazzle publicity hounds and sideshow barker types of the early days. His campaigns for pictures are ticket-selling campaigns and he believes in planning them long ahead on paper. "Gig," "Some Came Running," "Cat On a Hot Tin Roof" and the forthcoming "Ben-Hur" campaigns just dont "happen." A man like Strick makes them happen. AAA In the more than 20 years weve known Strick, hes always leveled with us on a story-check, has been accessible any hour of the day or night by phone. It made so many people happy when the news broke that the Joe Vogel-Sol Siegel-Ben Thau-Eddie Mannix group had made Strick a vice president, we thought wed like to add our congrats via the column, albeit somewhat belatedly, and wish him well.
