Exhibitors Herald (Dec 1917 - Jun 1918)

Entered as Second Class Matter at the Pest Office at Chicago, III., Under the Act of March 3,1(70. Volume VI MARCH 30, 1918 Number 14 Overlooking Some Good Bets TO be '"asleep at the switch" is one of the most severe indictments that can be launched against any business and in one very important respect the film industry may be properly subjected to this arraignment. It is on the absence of "missionary work," on the ignoring of the big outstanding fact that there are a great many thousands of people throughout the country in almost every classification and social status that should be regular patrons of picture theatres — but are not; and. moreover, are not likely to be unless the allurement of the screen is properly brought to their attention. In practically every field, whether it be electricity, motor cars or breakfast food, the big successful companies are not content with the market as they find it. Once satisfied that they have something the publicwants they arc continually on the alert to increase and augment that public. The various electric lighting companies throughout the country do not merely settle themselves to the task of supplying and accommodating the patrons now on their books. Motor car manufacturers are carrying on intensive campaigns to demonstrate what new uses automobiles may be put to. And in. the case of the breakfast food manufacturers we have an example of a vast demand existing almost solely on artificial stimulus brought about through advertising, jpui/jjcity and general promotional work all aimed to win new customers. When the motion picture was raised to its present iaecnanical and artistic standard the industry found a vast ready-made patronage ready to flock into the picture theatres. In the natural course of the business new followers of films have been added, but the num ber has been in no way proportionate to the number of new patrons that should be attracted. In the aggregate in the United States there is a vast army of people who do not attend picture theatres, but among this number there are in reality very few who do not attend stage attractions. And among the patrons of stage theatres there are practically none who are not potential picture fans. But many of these have not as yet been taught that the motion picture has evolved from the nickelodeon stage; they regard films as merely amusement for the masses and with no especial appeal for the erudite. Among the very few well-thought-out plans for bringing into film theatres those classes of people who ,are not now patrons is that being conducted by the Famous Plavers-Lasky Company in exploitation of the picturization of Maeterlinck's "The Blue Bird."" In circular letters addressed to exhibitors they request a list of names of city and county school superintendents, officers of commercial clubs and merchants" association, the city librarian, the mayor, members of the city council, heads of woman's clubs, members of the clergy and prominent citizens. This is a logical effort to reach out after persons who are not regular patrons and attract them into picture theatres. And the history of films is that once people of this kind are attracted to theatres they are very likelv to be pleased and to find reasons for continued patronage. Of course it would be a misdirected effort to attempt to bring in these people to witness a pie-throwing comedy, or a wild-eyed melodrama, but their continued patronage is almost assured in advance by their viewing of "The Blue Bird*' and other pictures of this type and standard. 15