Exhibitors Herald (Mar-Apr 1924)

24 EXHIBITORS HERALD March 29, 1924 In This Issue OF SPECIAL INTEREST "Better Theatres" Section Opposite Page 84 Containing: What about radio? . . . Landers, Sitton. answer Kock on power plants. . . . Money-Making Ideas. . . . Theatre types reflect ages in world progress. . . . Principles, application of Mazda projection. . . . H. B. Varner has fine theatre in New Lexington. . . . Music roll problem for mechanical instruments. . . . New York code would make fireproof building costly. . . . Early preparations for summer weather profitable. . . . Dancing, bowling make theatre recreational center. . . . Exhibitors information and catalog bureau. Quigley's Appraisal of Current Trade ^"Political Pitfalls Are Just Ahead". . . . "Radio Will Never Be Big Competition" NEWS OF THE WEEK Cohen and True Battle With Opposing Distributing Units 25 Powers and Price Purchase Assets of Triangle 25 Public Wants Special Acts, Not Prologues, Says Soriero 26 Cohen Retirement May Not Alter Stand of Insurgents 27 Hugo Ballin Stirs Exhibitors by His Critical Article 27 Committee in New York Assembly Refuses to Report Out Censorship Repeal Bill 27 Censorship Measure Introduced in Oklahoma Senate 27 Both Spectacular and Simple Drama in Demand, Says De Mille 28 Quimby Before Senate Body in Fight Film Investigation 29 Christie Comedies to Go Through Educational for Fifth Consecutive Year.. 29 Senator Jones Seeks to Amend Fight Film Law 29 Cloakey Is Appointed Universal Exploitation Supervisor 30 Roadshow Prices Unfair to Public, States Theatre Man 31 May Modify New York Drastic State Building Code 31 Brandt Organizing Independents Into Solid Unit on Coast 36 PICTURES OF THE WEEK Pictorial Section 37 Celebrities to return to Hollywood. . . . Jack Pickford and Marilyn Miller to costar in Geraghty production. . . . Shirley Mason signs new contract with Fox. . . . Pathe contest named in honor of Storey. . . . Old time grog house forms lobby decoration for Univenal premiere. . . . Shriners visit Pickford studio. . . . Evelyn Brent to play opposite John Gilbert. WRITTEN BY EXHIBITORS "WHAT THE PICTURE DID FOR ME" 61 Presenting 524 box office reports on current pictures including "After the Ball," "The Fast Express," "George Washington, Jr.." "Let's Go," "Name the Man," "The Night Hawk," "Phantom Justice," "Scaramouche," "This Freedom," "Three Miles Out," "Three O'Clock in the Morning," "Woman to Woman," "A Woman's Woman" and others. Letters From Readers 59 Letters to "The Theatre" 46 "Your Colyumn" 67 SERVICE DEPARTMENTS The Theatre 45 Public Relations 58 Reviews 63 Short Subjects 51 Newspictures 61 FEATURES Hollywood, by Harry Hammond Beall 36 New York, by John S. Spargo 42 Purely Personal 60 West Coast Events, by H. E. N 55 Retakes, by J. R. M 24 Middle West Events 83 SHORT SUBJECTS Christie Set* Precedent for Summer Policy newspTctures] EXHIBITORS HERALD provides in its "Short Subjects" department a sane and sound presentation of conditions and customs affecting the minor length production. Consistently advocating exhibitor advertising as the prime means to desired ends, clearly analyzing developments each week, appraising new types of product, this department has pointed the way to progress in dozens of widely read and quoted articles. He Likes the Up-to-Date Reports I like the "Herald," and especially so since reports are therein on the newer product of the various distributors, thereby enabling us to have a direct check on the subjects we run, irrespective of how new they are. I would be willing to highly recommend the "Herald" as the trade paper for the exhibitor any place, any time. L. F. WOLCOTT, Grand theatre, ElDora, la. WE thought that Teapot Dome scandal couldn't survive without bringing in the film business. All the other industries are lined up solid, so why not the galloping pictures? * * * It seems there is more than one way to fix a fight film. * * * They held a British Film Week in deah ol' England and it proved one thing: The folks across the pond want more American films. Hope they don't get sore over there and establish a three-mile limit for American productions. * * * Lots of New Words "Banbug," which is applied to all persons advocating restrictions of various rights and privileges, is another new $100 word. At that, it will go father than "Scofflaw," the other prize winner, we venture. * * * Health Hints Chicago's Board of Health has ruled against the telling of ghost stories to children. Next they'll try to prevent young husbands telling fairy stories to young wives late at night. * * * They Both Said a Lot Congress ought to change that "Ways and Means Committee" to "Roxie and Means Committee." Who's going to make the first picture, "The House in K Street" or "The Long Green Gables"? Publicity Hint "Hold Your Breath" is a new comedy being made for Hodkinson. There's a chance to tie up with Listerine or something you love to smell. * * * Another Scientific Uppercut There ain't no such thing as falling in love at first sight, according to cold, calculating scientists of the University of Chicago. Thus another one of humanity's cherished illusions goes to smash. That only leaves a couple of illusions that haven't been thrown into the discard. Plenty of Canned Rain Los Angeles is making $25 a day on its street flushers since the demand for "rain" has increased. Almost every picture has a "rain" reel nowadays and the city fathers are cashing in on the film factories. * * * Old Stuff The poor old Empey World sez its glad we told them about that there pianist who has been playing in the lobby of the Chicago theatre for two years, and they're glad we read their Chicago department for news. Accordin' to Webster, "News is a report of recent events; information about something before unknown; fresh tidings; recent intelligence." What do you mean news? J. R. M.