Exhibitors Herald (Mar-Apr 1924)

March 29, 1924 EXHIBITORS HERALD 45 THE THEATRE Q^AjJDepartment of Practical Showmanship Twin Organs Play as One; Draw as Two "For the first time in the world," says the screen announcement, Balaban & Katz introduced the "twin organ" at the Chicago theatre week before last. While music is more or less a debatable topic under any circumstances, a column of this nature must cover the news. Mechanical preparation for a stunt of this kind consists of installing a second console which can be played simultaneously with the original one. At the Chicago it has been placed at the opposite extreme of the orchestra pit. Mrs. Jesse Crawford, formerly organist at the Roosevelt, has been brought over to play the second console, Mr. Jesse Crawford, Chicago organist since the opening of the theatre, retaining the original. The ostensible argument is that since it was impossible to provide better music by improving instrument or execution, the best having been attained, it was necessary to amplify both instrument and execution by this means if entertainment was to be enhanced. This argument seems to be very readily acceptable to the public, applause in volume welcoming the innovation. Music produced, of course, sounds not greatly unlike nor better than that originally produced by Mr. Crawford, but no different or better music is required, by Chicago or other audiences. Impressed by the announcement and the spotlighted presence of two consoles where one was visible before, however, the response is as it was calculated that it should be. "New Ones I Have Seen" In order that possibility of confusion may be avoided, reports by "What the Picture Did For Me" contributors on "New Ones I Have Seen" are printed in this department. White Tiger, with Pricilla Dean.— I did not run this one but saw it in a Toronto house. Crook story. A nice program1 picture. — Walter H. Musson, Queen's theatre, Hespeler, Ont. Rosita, with Mary Pickford. — Very good, although it has a little too much costume to suit me. But the story overcomes this. It has some very good comedy situations that get a laugh. Would be worth running if bought at the right price. — Miller & Wilcox, Lake View theatre, Lake View, la. The White Sister, with Lillian Gish. — Saw this picture at its first showing in the state. While the acting of the star is very good, do not think it's a picture that would go in a small town. It's en Attention Mc Vickers THE THEATRE, "Exhibitors Herald." — You can convey to Brothers Welch and Olmstead of McVickers my thanks for the fine music they are broadcasting twice weekly. I enjoy the playing of Mr. Welch and always listen in for him from twelve to twelve-thirty. — J. W. CREAMER, W. P. Cuff Enterprises, Chillicothe, Mo. NOTE: As has been noted in these columns, McVickers broadcasts musical programs on Wednesday and Friday nights each week through KYW. tirely Catholic in theme and has a very -tragic ending. — Ernest Vetter, Majestic theatre, Homer, Mich. Enemies of Women, with Lionel Barrymore. — In my opinion it is an excellent picture, but inclined to be too long. Must have been 10 or 11 reels. A little of everything in this one. — Walter H. Musson, Queen's theatre, Hespeler, Ont. Another "Town Crier" Appears Another "Town Crier," cast in the mold of H. E. Jameyson's publication for the Miller Enterprises, Wichita, Kans., has arrived from Cumberland, Maryland. It is devoted to civic affairs and the Strand theatre, mainly the former, and runs 24 pages in each of its first two editions. Undoubtedly a request to The Crier Publishing Co., P. O. Box 601, will bring a copy to interested exhibitors, of whom there should be many. As several readers found interesting the list of advertisers patronizing H. A. Albright's magazine, printed recently, the advertisers using the second issue of "The Town Crier" are appended. McDermott Grocery Co., Crystal Laundry, Braddock Coal Co., I. K. Little (Optometrist), Guy Neff (Jeweler), Post Card Shop. Royal Confec tioners, Maryland Hotel, Queen City Dairy, Cum berland Tire Co., White & Ankeney (Mah Jong) Shoemaker's Drugs, Hermann (Cough drops) M. D. Sprigg (corsets), Brownell Shoe Co., Potomac Electric Shop, Cessna Lumber Co., John Street Bakery. Golden Gate Tea Room, Liberty Trust Co., Cumberland Office Supply Co., Barnes & Bernard (Insurance), Cumberland Electric Co., Taxi Service, Gloss Tire and Battery Co., Two Brothers (hats), Edison Electric Shop. McMullen Bros, (ladies' wear), Schwarzenbach (clothiers). Auto Accessories Co., Beauty Shoppe, Real Estate (classified column), Shecter Music Shop, Bopps (flowers), C. A. Borchert (china), Tom the Tailor, Rosenbaum's (wall paper), Hudson Chevrolet Sales Co., Club Recreation Parlors. Cavanaugh's Lunch Room, Harrison's Department Store. House organ development during the past year has been marked by a steady (Continued on page 46) Finds Radio TieUp Aids His Theatre Frank K. Eldridge adds testimony in the theatre-radio investigation this week, finding cooperation between exhibitor and broadcaster beneficial in the box office sense. His letter and others, illustrated upon subsequent pages, follow: THE THEATRE, Exhibitors Herald. — Here is an idea for brother exhibitors and as to the outcome of the tie-up there is no question. The Mattapan theatre was the first theatre in the country to give radio concerts from the stage, which we did in February, 1922. All of the Boston papers commented on the idea and from a box office standpoint it was highly successful. The cl ipping inclosed will give you an idea as to how we have made radio help our business instead of harming it. — Frank K. Eldridge, Mattapan theatre, Boston, Mass. Creamer Details Exploitation (Mr. Creamer's letter is illustrated upon the fourth page of this department.) THE THEATRE, Exhibitors Herald. —Realizing that the writer, Zane Grey, has a large following, and that his books of tales on the early West are liked by all, I decided to exploit Paramount^ "To the Last Man," in the manner shown in the photograph enclosed : This was simply a large sheet of wallboard cut to the shape of a book, and painted up so as to further carry out the illusion. First I cut out the wallboard to the shape I wanted, painting it with white alabastine. The fine lines were then painted in, the one sheet cut-out pasted in the center and the lettering done last. I placed the completed piece in our lobby for one week in advance of playing date, and it brought us a good two days' business. — John W. Creamer, Strand-Empire theatres, Chillicothe, Mo. Ihde Works Out Mechanical Novelty (Unfortunately, Mr. Ihde's drawing cannot be reproduced, but the details are well covered in his letter.) THE THEATRE, Exhibitors Herald. —I want to tell you of a little stunt I used on "Rags to Riches" that I believe had more