Exhibitors Herald (1927)

April 2, 1927 EXHIBITORS HERALD 39 THAT does your public want?” This question, \ / asked in this department of the Herald, issue of V V March 19, is placed directly before the patrons of the Palace theatre, Hamilton, Ohio, in the Palace Review, an excellent house organ edited by Joe H. Mayer, advertising manager. Mr. Mayer has the right idea, and the results should have a wholesome effect on the box office. He asks his patrons three questions: Do they come to see a particular Short Feature, does any particular Short Feature ever keep them away, and, finally, what Short Feature do they like hest? Here is the way Mr. Mayer presents the matter on his editorial page in the Palace Review: “ ‘What does your public want?’ ” “That question is asked in Exhibitors Herald, a trade paper with a wide circulation among picture theatre owners and managers. “ ‘Is your public satisfied?’ ” “We would like to know if YOU are satisfied with the short features we are presenting, and if not, what do you want? It is our aim to give you the best the market affords, not only in feature length pictures, but short sub jects as well. “Patrons frequently tell us their opinion of ‘feature productions,’ but often when we inquire as to how they enjoyed a particular comedy or other svdiject, they will say: “Oh, it was all right.’ “Now we are going to put it up to you, and we will certainly appreciate a reply from every reader of thiffmagazine. We would he very glad if in writing yom would answer the following questions: “(1) Do you ever come to the Palace especially to see a comedy or other short feature? “(2) Do you ever refrain from coming to see a feature picture because you do not like the comedy or other' short feature advertised on the bill? “(3) What short features now being shown at the Palace do you like best?” There it is, the entire subject of Short Feature showing reduced to three simple questions. Every theatre owner would do well to print Mr. Mayer’s questionnaire verbatim in his own house organ and gauge his booking by the resultant replies. One thing more. When you print it, tell this department of the Herald about it and let us know the results. What Does YOUR Public Want? He Uses Pathe News For Sixteen Years Is this the record for continuous use of one company’s news reel service? For sixteen consecutive years Peter D. Beckero of the City theatre in Highland Falls, N. Y., has used Pathe News. He says he knows of fifty or sixty patrons who come weekly to see the news reel and that eight or nine army officers from West Point attend the theatre weekly to see the news events picturized and leave immediately after they are shown. Beckero played Pathe News for its opening program when the news reel was one year old. How about it, exhibitors? Do you know of anyone who has equaled or passed that mark with any news reel ? Educational Plans To Increase Product The Educational studio units will add several pictures to the established brands and may add another series soon. President E. W. Hammons announced last week after his return to New York from the Coast. Following the recent consolidation within the Educational forces considerable expansion is projected. There will be eight pictures instead of six in the new Lupino Lane series while Lloyd Hamilton again will make eight. The “Big Boy” series also is being increased to eight pictures. These are the Juvenile Comedies. Eighteen Mermaids and twenty-six of the one-reel Cameo Comedies also are to be made. Mr. Hammons announced negotiations are under way for the services of a popular stage performer in a series of his own. He has appeared occasionally before in Educational comedies. The last camera work is being done on this year’s product and there will be only a very brief shutdown to prepare for next season, President Hammons said. * -M * Here’s Real Mark to Shoot at in Sales Speaking about booking achievements, here’s a real one by Robert Horn of Pathe’s New York branch. This salesman has made a 100 per cent showing in theatres between Park Circle at Prospect Park, Brooklyn, and Coney Island. That doesn’t mean much geographically to a Westerner, but theatres in the territory include the Leader, Manor, Midwood, Kingsway, Miriam, Mayfair, Sunshine, Sheepshead Bay and Lakeland. Each of these theatres is running a complete line of Pathe comedies and each of them plays at least one Pathe comedy a week. Salesman Horn also booked four Pathe subjects into the Tivoli theatre in Brooklyn at its opening, including a Ben Turpin comedy, an Aesop Eilm Fable, Pathe News and Topics of the Day. * -:f -a Novelty and Trailer in Harmonica Contest The Juvenile Comedies-Harmonic® Playing Contest, one of the most serviceable tieups ever made in the Short Feature field, takes on added interest with the inclusion of a giveaway novelty and a short comedy trailer, which takes only two minutes to run. A small harmonica with a picture of “Big Boy” on one side and the lettering “EducationalJuvenile Comedies” on the other, will be provided! free to exhibitors staging the contests. The harmonica is one and oneeighth inches long and has eight; reeds. Each instrument goes into ai cardboard container carrying a picture of “Big Boy.” The trailer was made at the Edtr