Exhibitors Herald (Mar-Apr 1924)

32 EXHIBITORS HERALD March 29, 1924 Opinions published on this and following pages form the third installment in the HERALD'S nation-wide survey among theatre owners on the important subject of roadshowing. Returns will be published weekly until conclusion of the survey. By HERSCHEL STUART (Missouri theatre, St. Louis, Mo. Population, 800,000. Patronage, A-l). 1. Yes. 2. None. 3. The high admission price helps the usual first run theatre at popular prices. 4. Helpful. 5. No. Each needs variety. G. No. 8. That they lose money for the road company but give prestige for after runs. By W. B. FINN (Tureman Theatre, Virginia, 111. Population, 1,500. Patronage, mixed). J". Yes on percentage , say 25/75. 3. I run seven days a week and lose money on three or four nights every week. 4. I would have to say detrimental. As the fans read the ads., and when I get the feature they tell me hozv old it is. 5 No. 6. No, the producers are too wise for that. 8. I would like to play all big pictures on percentage, the company to furnish films and advertisements and the theatre to furnish the same as they do for roadshows. By THOMAS V. LEWIS (Town Hall theatre, Westboro, Mass. Population, 3,000. Patronage, higher). 1. No. 2. Too old when we get them which is usually two years after release. 4. Beneficial. 5. No, as the public wants variety. 6. No. Too many small houses. 7. Percentage. 8. That when you are playing a great many poor ones and they happen to hit a real money maker, they should give you the sweet as well as the bitter. By C. L. BROWN (Paramount theatre, Elizabeth, La. Population, 2,500. Patronage, mixed class). 1. No. 2. People in a small town should have the same opportunity that people in a city have. But us small town exhibitors can't afford to pay the price they ask for roadshows. They should not make pictures that a small town exhibitor can't afford to run. 3. I don't favor it. 4. No. 5. If two or more houses are owned by the same company in a city I think the company should use one of their houses for playing big attractions and the other house or houses for playing Westerns and short subjects. If there is opposition let each house play a mixed program of big attractions and Westerns. 6. I don't see how there can be. 7. Let the exchanges book them as they do the rest of the pictures. Book them to exhibitors in any theatre or town and play them on percentage basis. Or book them to city exhibitors at a flat rental and small town exhibitors percentage. The reason I say book to city exhibitors at a flat rental because they have more people to draw from than a small town exhibitor. By MICHAEL ROSENBLOOM (Majestic theatre, Charleroi, Pa. Population, 10,000. Patronage, general.) 1. No. 2. My objection is that the roadshowing of pictures is detrimental to the small town exhibitors. The pictures arc forgotten and the prints are usually in such shape that it is not fit to run. 4. Detrimental. 5. The exhibitor can only answer that question himself. Mine, No. 6. No chance, the patrons of the picture industry are opposed to paying more than 50 cents admission. To my mind there is not a picture made that is worth $1.65. 7. The reason for making costly attractions in roadshowing is tlieir advertising. They advertise extensively to create a furor among the exhibitors by not only misleading in their statements but by giving out thousands of passes so the newspapers come out and say the house was packed. When the producers figure out all their advertising bill they add it on the exhibitors rental. So to play fair I would suggest to quit roadshowing and either sell the picture or play it on a percentage basis. 8. As stated above I have yet to hear from a producer as to whether or not they Itave made money on their productions. When "The Hunchback" played in Pittsburgh, Pa., (roadshow) they advertised that it would not be shown in or around Pittsburgh for one year. But it came back in less than three months and is showing in tozuns of 5,000. Other shozvs advertised for Olga Printzlau has written the screen version of Edwin Balmer's "The Breath of Scandal, ' which B. P. Schulberg is producing for Preferred. Gasnier is directing. two weeks and one month but played one week and quit. The people will not pay more than 50 cents for the best shows filmed. By G. G. SWAIN (Annex theatre, Indianapolis, Ind. Population, 350,000. Patronage, 90 per cent male.) 1. It does not make any difference to me. 4. Same answer as above. 5. Same as above. 6. I certainly do not. 7. Could only be shown in large houses that can get the prices. 8. My little joint only seats 100 and the only way to get by is to buy service at right price and keep my other expenses down. Can't get by on high class dramas — only Westerns and comedies. By DAVID MORRIS (Hippodrome theatre, Philadelphia, Pa. Patronage, all classes family trade.) 1. Yes. 3. Providing there are enough other big attractions to run while the superfeature is being roadshowed. It gives us the opportunity to buy the super-picture when it is ready for us small exhibitors at a much better price. 4. Doesn't seem to hurt the medium size house. 5. I don't seem to be ready for that yet. __6. You can't roadshow every picture made. There are only about six pictures a year worth roadshowing. 7. Roadshowing only for the truly great super attractions. 8. Roadshowing is O. K. for the 100 per cent big super-features providing there are enough good pictures for the family theatre being made. By J. J. BURKITT (Lyric theatre, Morrison, 111. Population, 3,000. Patronage, mixed). /. // producer makes more profit. 3. Profit marks success and advance. Big productions help things in general by stimulating interest. The next season will tell if more profit was derived from big productions by roadshowing or more glory was the reward. 4. After being roaded I never buy them except on straight percentage. The answer always shows no profit. 5. No. Two a day will work on all productions in time. 6. No. 8. It cannot be done successfully on a general scale. My experience has taught me not to waste two or three perfectly good days on a picture that has been on the road. If you can roadshow it O. K., if not, lay off in the smaller cities. By JAMES DOUGLAS (Theatres in Springfield and Beardstown, Illinois.) 1. No. 2. It takes out of the program the sure fire money-makers, leaving Mr. Exhibitor only the pictures that are not ab