Exhibitors Herald (Mar-Apr 1924)

March 29, 1924 EXHIBITORS HERALD 35 The Survey In conducting its exhaustive survey on the subject, "Do yon favor or oppose roadshoiving?" the HERALD presented the following questions to exhibitors as suggestive of the many phases of this important subject: 1. Do you favor roadshowing of pictures? 2. If not, what is your objection? 3. If you do favor it, state your reasons. 4. Is the playing of big attractions in legitimate theatres prior to general release detrimental or beneficial to your business? 5. Do you believe that theatres should be classified, some playing big attractions on the two-a-day policy, others playing Westerns, others comedydramas, etc.? 6. Do you believe that there is a possibility of the roadshowing of pictures entirely replacing the present plan of exhibition? 7. If you are opposed to the roadshowing of pictures, what plan of exhibition would you suggest for the costly attractions? 8. In general, what are your opinions on roadshowing of pictures? By U. E. STEPP (Regent theatre, Pleasanton, Kan. Population, 1,300. Patronage, county and town.) 1. No. 2. It ruins our business on regular bookings as they always boost the price too high and then it don't please and we have to face the people. 4. They help us providing we run the pictures later. 5. Yes. 6. Yes, if the exhibitors don't get their eyes open. 7. Us small town showmen best keep off them as we never make any real money on them. 8. I believe it a unfair deal to the exhibitor as they get all the money and we furnish the crowd. By B. G. OLDUM (Avon theatre, Buffalo, N. Y. Patronage, family.) 1. Yes. 3. Good for publicity and good cities up to 50,000. 4. Beneficial. 5. Almost impossible. 6. No. 8. Weather conditions make too great a hazard for a flat price on big features, except in big main street houses. Again roadshowing means cooperation, better exploitation, better performances, etc. By MATT WHITHAM, SR. (Alamo 2 theatre, Atlanta, Ga. Population, 250,000. Patronage, general.) 1. Yes, when production merits, but don't believe in two many because that ultimately hurts exhibitors. 3. To keep industry stimulated like all other businesses, big exploitation necessarily must do good. 4. Hard to state. May hurt subsequent showings of those particular subjects, but will keep interest keen in industry at large. 5. No. Never favored that. Diversified programs should help in the end. Generally depends on class of house, etc. 6. No. Producers should have merry time trying to supply demand. 8. Answer number one sums my opinion in a nut shell. By JAMES C. RITTER (Rialto, Rivola & Boulevard theatres, Detroit, Mich.) 1. No. 2. Motion pictures should be shown in theatres that were built and equipped to properly present them. 4. Detrimental. 5 No. 6. No. 7. Shown in motion picture houses at advanced prices. Why not? These houses are properly built to present pictures, stage play houses are not. These houses are properly built to present pictures, stage play houses are not. By EDWARDS & CASS (Opera House, Paw Paw, 111. Population, 650.) 1. No. 2. Not fair competition to the regular exhibitor. 4. Detrimental. 5. No. 6. No. 8. When it is the logical time to plan big pictures the exchanges hold the rental so high so long that when the time comes so they can be shown the interest is gone. By JOSEPH L. OTTEN (American theatre, Terre Haute, Ind. Population, 70,000. Patronage, 1st and 2nd class.) 1. No. 2. You are depending on the picture theatre for the rest of your output. 4. Yes, It takes the best class from you. 5. No. 6. No. How could you roadshow junk. 7. Give it to the picture theatre and let them set their own price of admission. 8. Great for large cities, but small cities and towns will not pay $1.65 high. By MEINAR & INGALLS (Crystal theatre, Greene, la. Population, 1300. Patronage, general.) 1. No. 2. Believe that small town should have the same privilege to show big productions while they are new as well as the large cities. This I believe could be worked out on percentage basis as most of the companies hold all big pictures at large rental that small town exhibitor cannot afford to pay. 4. Neither. 5. This does not effect the small town exhibitor. 6. No. 7. Percentage showing. 8. Believe that productions get old and people lose interest in same and some go to the cities to see it. Virginia Valli, Universal star, has returned to the Coast to resume work in Universal Jewels. "The Signal Tower," is her latest picture. By T. G. STEARNS (Auditorium theatre, Corydon, la. Population, 1,800. Patronage, laborers, farmers, small merchants.) 1. No. 2. Too much overhead expense; raised price, over advertised. 4. No effect. We do not get them soon enough after running. 5. For big towns, yes. 6. Not unless producers get control of majority of houses. 7. Cut the cost. Entertainment and not extravagance is what most patrons want. 8. Pictures are roadshowed so the producers get the money. Might be necessary in big town. Small towns can't afford it. By HARRY HOBOLTH (Theatres in Imlay City, Mich. Population, 1,000. Patronage, general small town.) 1. Yes. 3. Good publicity but small town must have equal chance with city. 4. Beneficial. 5. No. 6. No. 8. Roadshowing of pictures O. K., but give the small town a chance within at least 30 days from starting of exhibition date in city. By A. J. BRYLAWSKI (Academy theatre, Hagerstown. Md., and Liberty at Cumberland, Md. Population, 30,000 each. Patronage, first class.) 1. Not for small towns. 2. Diverting picture patronage from picture theatres. Expenditures of too much of the town's amusement funds that would otherwise find its way to the regular picture houses. 4. In big cities it might help. 5. Yes. 6. No, not until they can make them all 100 per cent. 7. Reasonable increase in reerular admission of motion picture theatres for their special showings. 8. I think that the exhibitors who support the regular program should have every benefit for special pictures made by the producers they support. When inpendent producers make a special the above would not apply. By H. W. HAINES (Star theatre, Rock Port, I1L Population, 260. Patronage, farmer.) 1. No. 2. Interfere on account of hard to get regular program canceled. 6. No. 8. Don't know much about.