Exhibitors Herald (1927)

44 EXHIBITORS HERALD March 26, 1927 LETTERS From Readers A forum at which the exhibitor is invited to express his opinion on matters of current interest. Brevity adds forcefulness to any statement. Unsigned letters will not be printed. Welcome to the Circle MADISONVILLE, TEX.— To the Editor : We enclose several reports for the “What the Picture Did For Me” department of Exhibitor’s Her.^ld, the best trade publication printed for the exhibitor. This is the first report we have made in some time, though I have been profiteering on the other boys’ reports and letters. I never lay the Herald down until I know its contents. Then I anxiously await the arrival of next week’s issue. We could never get along without the Herald — it’s the whole outfit with us. Thanking you for the good publication that you are giving us and wishing you continued success, I am — Al Stoddard, Rex theatre, Madisonville, Tex. Strong for “Exhibitors Week” PARIS, ARK. — To the Editor: Glad to note your changing the photo want ads from “What the Picture Did For Me” department, the most valuable part of Exhibitors Herald. Only wish you could cut out the producers’ ads — they are so grossly exaggerating. However, most exhibitors can now read between the lines. I certainly agree with those brothers who so justly criticise Metro’s paper. Fox and Paramount have plenty to learn yet, also. Of course they are too proud to be taught by small towm exhibitors. Such faithful reporters as Tragsdorf, Silver, Morris of Mississippi and Morris of Ohio, Cleveland, West Virginia and others who know how to report make the Herald w'orthwhile. Too many overlook reporting length of film, and certainly most of the program pictures are too long. That editorial in a cetrtain February trade paper on long features is all wrong. How EXTRA! Bride s Death Ends Romance Tempest Raps Prince Front page of tabloid got out for “Sorrows of Satan” by Buddy Stuart, Regent, Toronto, as told in his letter in this issue, on page 38. Early teaser on opening of Belpark, Chicago, by J. J. Hess, director of advertising, Lubliner & Trinz. (See letter on page 38.) Page smash on opening day of Belpark, ending progressive campaign by J. J. Hess, Lubliner & Trinz, who writes of it this week. thousands of exhibitors must have laughed at his article ! Am going to present to our Resolutions Committee at next Convention a resolution for our association to observe an “Exhibitors’ Week” this summer. The exchanges have observed everything from a “gold watch” to an “European trip” drive ; now the boys who paid for all of these should do a little observing, driving, etc. Boys, don’t be afraid to stand up for this. It won’t raise your rentals; film will be cheaper in 1928 than ever before, and some of it worse, but the big ones will be What Did It Do? WHAT did the picture really do? Regardless of opposition (which never stopped a really good picture) and had roads (they drove in aU right to see that record-holder) the picture hit or flopped. Alibis don’t build theatres. The next man may hit tough opposition or bad roads, too. What he needs to know is — What Did It Do? All right to tell him why it didn't do more, but tell him FIRST what it did. That’s the information that goes into “The Box Office Tieker” and look at it now. better, if they don’t make them all war pictures. When do we get our next Box Office Record? — G. Carey, Paris, Ark. Thanks ST. LOUIS, MO. — To the Editor: Enclosed please find check for one year’s subscription for the Exhibitors Herald. I am a Chicago boy. However, have sold films for Paramount out of St. Louis for the past five years. I find the demand for your Herald unusually great and cannot understand how anyone connected in any capacity in the film industry can be without the Herald, as the information given in the Herald is most accurate and uptodate. I have recommended your Herald to new exhibitors some years ago that say they couldn’t do without it. Trusting you will send me first issue as soon as possible. — Billy Weiss, 3734 Washington Blvd., St. Louis, Mo. Hey, Jaysee, You Missed Kelley CUSTER CITY, OKLA.— To the Editor: Enclosed you will find subscription for the Herald. The only thing I have to kick on is that your Herald Man passed up the best town in Oklahoma, and he just couldn’t have been very far from here at one time. I believe he missed Custer County altogether, and for that I am telling off on him and am glad he did get stuck-up in the mud. And I hope our old friend Phil Rand beats him in that race. But if he does not let this happen again, we will forgive and forget. 1 will enclose a few reports on some of the pictures I have run lately, some good and some not sr good. — C. A. Kelley, Custer City, Okla. Reports 1926 Bests COATICOOK, P. Q. CAN.— To the Editor: The following are the ten pictures which netted me the most in 1926, not in order of net : “The Lost World,” “Irene,” “BerlenbachDelaney Fight Picture,” two Percy Marmonths from Paramount, two Thomson’s and two Talmadges from F. B. O. and “Graustark” with Norma Talmadge. Yours truly. — Chas. W. Kennedy, Coaticook P. Q. Can. ? WHO IS CARTHAGE’S MOST POPULAR ATHLETE ? Illustrating letter from Jack Gross, Crane and Royal theatres, Carthage, Mo., on exploitation of “The Collegians,” Universal. (See page 38.)