Exhibitors Herald (Jun-Sep 1924)

June 28, 1924 EXHIBITORS HERALD 35 FRED S. MEYER introduces these new drawn headings in his Palace Theatre Magazine with the June issue. All are page wide in the original. A. J. KENNEDY, Melba theatre, Dallas, submits this display for “Lilies of the Field,” First National, in illustration of his “What I Did For the Picture” letter this week. Meyer Drops Reviews from House Organ Fred S. Meyer adds to the evidence in support of the “Herald’s” non-review policy with the June isuse of his Palace Theatre Magazine, Hamilton, O., terminating use of reviews in so far 2is possible in his famous “Critical X-Ray” department and substituting excerpts from “The Box Office Record.” A page from Mr. Meyer’s latest issue, showing the change made in his reviewing department, is reproduced upon a preceding page. In the introductory announcement, Mr. Meyer says: “In place of our personal opinion, we present herewith a concensus compiled where possible from ‘The Box Office Record.’ Where no record is given, the opinion of all who ‘sat in’ with us at the time of screening is averaged and presented. Thus we hope to give you an even better and more accurate Amusement Guide.” Thus has Mr. Meyer demonstrated his belief in the fundamental principle upon which this paper based its decision to eliminate the professional review from its pages. As the Meyer review department has been a feature of the famous Palace Theatre Magazine for more than two years, widely copied by other house or gan publishers and widely read in Hamilton, the importance of his step is evident. Another innovation is introduced in the June issue of Mr. Meyer’s publication with the substitution of new and especially attractive drawn headings for his various departments. These are reprodued in a group this week for the benefit of other house organ publishers interested. Brown Battles Summer in House Organ Propaganda Len S. Brown, Astor theatre, St. Paul, carries on his propaganda battle against Summer influence in the latest issue of his Astor Theatre magazine. Two pages from the issue are reproduced upon a preceding page. Using photographs as well as text, Mr. Brown presents in two columns a powerful argument for attendance at the Astor when heat is oppressive without. “Beat the Heat In an Astor Seat,” which is the headline of his story, also is used by him as a slogan published in various connections. Coupled with the pictorial and printed arguments advanced, it makes a powerful stroke. The second page reproduced shows Mr. Brown’s use of the “We and You” editorial copy supplied by The Theatre in a recent issue. It is an editorial written in behalf of the house organ itself and calculated to place the house publication upon a plane above that of the incidental theatre advertising in the public estimation. Mr. Brown seems to think it worthy of the purpose. Burns Makes Capital of Theatre’s Rehabilitation Another exhibitor prominent in house organ publication figures in the important accomplishments of the week with a Reprint From Orlando Enterprises, Inc., Weekly Magazine and Program. Pablished in the Interests of the Orlando Theatres. SPRING HOUSE CLE.4NING— .AND OTHER THINGS Spring is hereT Sure thing. It’s here! The time of the year when you just have to get out and play around a little, when youngsters begin to go in their bare feet and grown folks would like to also, but can’t. The time of The year when the thoughts of young men, so we are told, turn lightly to love, and oh, there are lots and lots of things that Spring brings to us. But first of all and what we want to talk about is what it brings to Mrs. Orlando, the house wife. And that is the annual Spring house cleaning. And so with the advent of Spring It IS necessary too for the Beacham Theatre to have its Spring cleaning. And this year the management has decided that it will be more than an application of soap and water, it is g.oing to be a thorough job. The Theatre is to be closed for two weeks and painters, decorators, carpenters, and other laborers are to have the house to themselves for that length of time. The first of June will find the Beacham ready to open again and patrons are going to find numerous changes. The entire interior will have been done over, especially the auditorium. Regulars who know what every nook and corner of the Beacham now looks like will have much that is new to occupy their time, in addition to the pictures. Back stage there will be other changes, changes which patrons will not see, but changes for which the artists who wfll visit here next season, will quickly note and thank the management for. There will be new draperies throughout the house, there will be several alterations in the foyer and lobby that will enhance the beauty of the house and make the stranger’s “first impressions,” more appealing. In fact there will not be a place in the entire theatre that will not be touched by the magic hand of cleanliness during the two weeks in which the Theatre will be closed and when the time comes for the re-opening of the Beacham, patrons will find that Manager Vincent’s biggest playhouse has felt the touch of Spring and the effect will have been more than pleasing. REPRINT of editorial in Frank H. Burns’ house organ, distributed subsequently as told in his letter this week. publicity stunt of exceptional character. When the Beacham theatre, Orlando, Fla., was closed for redecoration. Frank H. Burns convinced the newspapers that the street on which the theatre stands dropped back overnight to the sluggish bleakness of its pre-Beacham history. The papers straightway ran double column stories dwelling upon this point and regretting the necessity compelling this temporary reaction. The effect of all the matter printed was to leave definitely in the public mind an appreciation of the theatre’s value to the community, an appreciation of utmost importance to all concerned and an appreciation peculiarly difficult to emphasize.