Exhibitors Herald (Sep-Dec 1924)

42 EXHIBITORS HERALD September 27, 1924 GARVIN OUTLINES HELP GIVEN Garvin Thanks Showmen Who Answered Call September 10, 1924. THE THEATRE, Exhibitors Herald. Gentlemen : When I wrote you asking for help in starting a house paper, little did I realize your actual value to the exhibitors of this country. Neither did I hope for so much publicity in the matter, but it has surely borne fruit. Here is a list of those who have to date responded. Mrs. W. M. KIMBRO, Greenland theatre, Greensboro, Ga. Mr. FRED S. MEYER, Palace theatre, Hamilton, O. Mr. HARRY F. STORIN, Leroy theatre, Pawtucket, R. I. Mr. EARL D. MASSEY, Texas theatre, Killeen, Tex. Mr. K. C. KEHRBERG, Lyric theatre, Sheldon, la. Mr. FRANK H. BURNS, Beacham theatre, Orlando, Fla. Mr. E. H. RANDALL, Liberty theatre, Condon, Ore.''' Mr. H. E. JAMEYSON, Miller theatre, Wichita, Kans."' Mr. EARLE PAYNE, Kentucky theatre, Lexington, Ky.''" Mr. LEON O. MUMFORD, Tivoli theatre, Newark, N. J.''' Each sent me copies of their papers and some mighty fine letters offering any help they can give. And believe me, such cooperation is appreciated. If in the future I can be of any assistance to any of them, they need only to make their wish known. As soon as I have arranged my bookings and decided on the type of paper to issue, I will take advantage of the offer you made to furnish the material for the first issue. It is hard to find words to thank you and the folks who have offered help, for I feel that this is going to help put our business here over. With kindest regards, M. H. GARVIN, Crescent theatre, Holdrege, Neb. ^Asterisks indicate names of exhibitors notifying The Theatre of assistance sent too late for inclusion in Mr. (iarvin's letter of September 19. exchange copies regularly is eminently sound. Its definite approval by other showmen is practically certain, willingness to exchange copies regularly having been expressed by others many times in the past. To facilitate the operation of this plan and to bring about its immediate execution. The Theatre suggests a list of the names of theatremen participating in the cooperation, the list to be printed in this department regularly as an added feature of the house organ service. A beginning is made this week with Mr. Randall’s name and his offer published as a beginning. iMr. Stiefel’s name is also entered, his letter containing a similar oft’er. Air Randall’s sn2«estion that the house organ seinice feature of this department be expanded plainly is in order. Accordingly, such additional space as is required will be allotted each week and such new features of the service as are desired by theatre publishers will be introduced and sustained. All exhibitors publishing house organs are invited to offer suggestions, make inquiries and exchange views through this department. Assistance in keeping the work upon an efficient and productive basis can also be given by sending a copy of each house organ to this department regularly. What Showmen Wrote Garvin (Concluded from first page) believe that only a small portion of same are read, or taken home. The others are “glanced at” and discarded, then thrown away. That’s why I think that legit theatre programs are a sinKil waste of money for the advertiser, unless he advocates just “good will” and nothing else. Your mailing list must be compiled by means of your screen and through other various methods. Don’t send your publication away promiscuously; it’s only a waste of money if you do. Create a demand and make the readers look forward to and appreciate your organ. Making it interesting. Get way from the “boiler-plate” stuff. Have an around town column or page. If you’re able to write editorially, be sure you’re right, then go ahead. Be a booster for your town. If it’s for the good of the community, be for it. If it isn’t, don’t be afraid to flatfootedly come out against it. You must become imbued with spirit of service. In other words, to make my self still clearer, make the various feature pages of your organ as important as any feature page in the daily or weekly. Stay away from the “Critical X-Ray” page. If it’s a good picture, say so; if it isn’t, soft pedal it. It took me a long time to get my town to BEIJEVE. They do now, but it’s not as easy as it looks. Utilize the reports as published in EXHIBITORS HERAI.n and the BOX OFFICE REC(.HH'); devote considerable sj)ace every month to “institutional” propaganda*. The. cppy published weekly in the HERALD -is as a general rule just the thing you need; of course you’ll have to add and omit to suit your requirements. And finally, if you want any special pointers, just write me direct or through the HERALD. Harry F. Storin. Leroy theatre, Pawtucket, R. b, sent the following letter to Mr. Garvin: DE.\R t\IR. GARVIX: I have just read the request for information for you regarding a house organ, and I will give you a few facts about one I publish weekly; its layout, its source of supply, and the results I have had with the little leaflet. I am enclosing two styles, one the single sheet which I used at first and the other the folded sheet, which is far superior. I try to devote the first page to matters of interest to picture fans, localizing as much as possible. You will note there are stories of departments of the theatre, technical stories which can easily be understood by the lay patron, and once in a while a general story about a policy or seasonal programme. The second page is devoted to programme and stories about current jiictures. The other columns on the inside are stories of coming attractions. I never mention when they are coming, simply giving a few facts about them. You will find plenty of material in the press books and maybe in a couple of the best fan magazines. Watch for statements which might be too far fetched. The ambitious press sheet writer sometimes runs a little too enthusiasticaly descriptive. A few little items of movie stars fill in a column on the back page and jokes ca^n easily be found to make another column. Keep the news of stars confined to the artists in your ])ictures, not those you don’t play. Feel that you can back up every statement you make in the paper, cultivate the interest by reaching out through your paper into the patron’s heart and make him feel that to be a patron of your theatre is something you are proud of. If I can be of further service to you, just call on me. Frank H. Burns, Orlando Enterprises, Orlando, Fla., sent the following letter to Mr. Garvin: DEAR MR. GARVIN: Last week in the HER.VLD, the best old trade paper in the business, I noticed your appeal for comments on how to start a house organ and where to get the dope with which to fill it. I don’t pretend to be any expert on the subject, however, I will gladly outline my house organ, which is published weekly, and might also say that I have mailed you a couple of copies under separate cover, and have placed your name on my mailing list. First of all, I decided what size would suit my town and my pocketbook the best, as (Orlando is