Exhibitors Herald (Jun-Dec 1917)

16 EXHIBITORS HERALD NAPLES AND BUENOS AIRES, TWO HISTORIC CITIES OF SPLENDOR, ARE PICTURED IN GAUMONT FILM JUNE 26 \\ 'lien Mutual issues Gauniont's "Tours Around the World," No. 34, June 26, two of the world's most interesting cities will be seen upon the screen. These are Naples, the largest city of Italy, and Buenos Aires, the largest city of South America. The Bay of Naples is regarded as one of the most beautiful in the world, and being upon its shore the city is famed as occupying perhaps the most beautiful site in Europe. The Gaumont views show the well paved streets with lava blocks hewn from the side of Vesuvius, the unruly monster smoking in the distance, the stucco covered houses; the beautiful opera house, one of the largest in Europe; the Castle St. Elmo, erected by Charles V in 1535, and the busy harbor. There are also pictures of Neapolitan types. Buenos Aires, the capital of Argentina, has a million and a half inhabitants. The people call their city the "Paris of South America." The views in this section of the Gaumont reel bear out their boast. Among the beautiful places of the city are San Martin Square, Twentyfifth of May Square, Congress Square and the Third oi February Park. A familiar sight to those who have visited Buenos Aires is the British clock tower and the new station of the Argentine Central Railway. Then there also are pictures of a northern corner of the port, the government house, the catherdal dating from 1752, the national hippodrome and a panorama of the city from the House of Congress. "VARIETY DAY" AT FILM THEATERS IS ADVOCATED BY GENERAL FILM CO. Novel yet attractive has been the suggestion made by General Film Company in a circular to exhibitors urging them to devote one or two days a week to what is termed a "Variety Day." The plan is meeting with excellent response and the response is growing. A new kind of motion picture exhibition has been inaugurated, causing somewhat of a change in the established methods of motion picture entertainment. In its circular letter General Film urges the "Variety Day," which in other words is a day given to a complete program of good, snappy one-reel, two-reel and threereel pictures. This leaves out entirely the traditional five-reel feature. Says General Film in its communication; "Exhibitors all over the country, men who have made a success of the show business and who are continually, and watchfully, keeping their fingers upon the public pulse, are beginning to vary their plan of showing five-reel and sixreel pictures throughout the week. They replace one or two such programs with something different, a day of short length pictures all selected for their especial work. And the public likes the change. It is high time that you become aware of the popularity of such a program and give it a good trial." It is General Film that has most successfully held that length is not the thing that makes a "feature" nowadays. "BETTY AND THE BUCCANEERS" IS FIRST STARRING VEHICLE FOR JULIA DAY TO APPEAR ON MUTUAL PROGRAM "Betty and the Buccaneers," which will be Juliette Day's first production for Mutual, is a story of hidden treasure, pirates bold, adventure and romance. Juliette Day is Betty, a quaint little character, full of romantic dreams and fancies, who has lived an isolated life. Her only treasure is a copy of "Treasure Island," and she is overjoyed when she is suddenly thrust into an adventure which parallels the plot of her well-worn book. "JOE'' HOPP DISCONTINUES SUBSCRIPTION The following cancellation of subscription has been received from Joseph Hopp, the well known mental acrobat: NEW YORK June 13, 1917. Exhibitors Herald. 303 S. Dearborn St., Chicago, Illinois. Gentlemen: My eubcrlption to EXHIBITORS HERALD expires June 33, 191T, Please diecontinue my subscription. The above communication reminded us of another, received some time ago from the illustrious league politician. Here's what Hopp thought of the "Herald" before he became league president: October 4, 1916. To the Editor of Exhibitors Herald, 303 South Dearborn Street, Chicago, Illinois. Dear Sir: Your lively trade paper is a welcome visitor to my horns each week. Clad I subscribed. It is *1.53 well spent. Of ccurse I read all the reviews each week. Each issue manifests a spirit of independence that makes each Exhibitor etard in his own light if he does not profit by it. I suggest that in keeping with ycur progression and independence you put at ycur "masthead" the slogan: EAIR"FSS TO ALL; DICTATION BY HONE. Your "1 ive-wj re " editorials each week are interesting and if not always accepted at least surest food for thought. I an very much interested in the editorial in your issue of October 7, wherein, you ask that the word "released" be relegated to the junk heap and the word "published" used instead in correction with putting out new film. To my mind if a film is made today and distributed at once it is then "published". If a film (which is usually the easel ie n-ade today and the distribution not 9tarted for two months then it is just that long past the day of publication. Not necessary to define more fully. If as a result of my analytical state of mind I should be correct then it either remains "released" or becomes "distribution". I would like to see the Exhibitors of Chicago and vicinity, among whom there are many intellectual minds, utilize ycur valuable columns in giving expression to thought pertinent to their business. I hope this letter of mine will be an aid in that direction. If all have not already done so they should Join hands with those who recognize in the Fxhlbitors Herald we In the Middle "est have at our threshhold an organ that has a genuine I WILL spirit back of it. You said it, Joe. "Fairness to All: Dictation by None."