Exhibitors Herald and Moving Picture World (Oct-Dec 1928)

Record Details:

Something wrong or inaccurate about this page? Let us Know!

Thanks for helping us continually improve the quality of the Lantern search engine for all of our users! We have millions of scanned pages, so user reports are incredibly helpful for us to identify places where we can improve and update the metadata.

Please describe the issue below, and click "Submit" to send your comments to our team! If you'd prefer, you can also send us an email to mhdl@commarts.wisc.edu with your comments.




We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.

Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.

October o. EXHIBITORS HERALD and MOVING PICTURE WORLD 37 w THE SHORT FEATURE Incorporated in this department of Exhibitors Herald is the Moving Picture World department, "Little Pictures icith the Big Punch" which has presented news, reviews and exploitation on short features and serials. Releases ■WEEK OF OCTOBER 7 EDUCATIONAL" America's Pride," Our World Today, one; "Companionate Service." Dorothy Devore, two; "The Lucky Duck," Billy Dale, Snappy, one. PARAMOUNT — "Loose Change," Sandy MacDutf. Christie, two. PATHE — "The Terrible People," Chapt 10, two; "Cure or Kill." Aesop Fable, one; "No Picnic," Smitty, two; "The Defensive Half-Backs," Grantland Rice, one; Pathe Review No. 41, one; Topics of the Day, No. 41. UNIVERSAL— "Come On, Horace." Arthur Lake. Snappy, one; "Tarzan the Mighty," No. 9. two; "Look Pleasant," Let George Do It. Stern Brothers, two; "Dead Game," Western, Acord, two. TTFFX OF OCTOBER 14 EDUCATIONAL— "Come to Papa," Big Boy— Juvenile, two; "Glorious Adventures," Hodge-Podge, one. PARAMOUNT — "Picture My Astonishment," Confessions of a Chorus Girl series, two. UNTVERSAI "The Fiery Fireman," Oswald, Snappy, one; "Tarzan the Mighty," No. 10. Adventure, two; Collegians No. 4, Junior Jewel, two; "Buster Trims Up." two; "The Fighting Forester," Cobb, Western, two. WEEK OF OCTOBER 21 EDUCATIONAL— "Stage Frights." George Davis, Mermaid, two; "All in Fun," Jerry Mandy, Cameo, one. UNIVERSAL— "Wax Figures," Snappy, one; "Tarzan the Mighty" No. 11, two; "Shooting the Bull," Mike and Ike, Stern Bros., two; Untitled Western with Bob Chandler, two. »XEX OF OCTOBER 28 EDUCATIONAL — "Fisticufis," Lupino Lane, two; Untitled Tuxeio comedy, two. UNIVERSAL — "Bull-On ey," Oswald, one; "Tarzan the Mighty," No. 12. Adventure, two; Collegians No. 5, Junior Jewel, two; "Newlyweds" Court Trouble," Junior Jewel, two; "Red Warning," Jack Hoxie. Western, two. Newspictures FOX NEWS NO. 1 — Governor Al Smith penetrates Southwestern states — U. S. rushes to aid hurricane district— Crowd greets Mr. and Mrs. Coolidge on arrival to New England States. INTERNATIONAL NEWSREEL NO. 77— Many view damage wrecks of hurricane in Florida — Sir G. H. Wilkins sails to explore mysteries of Antarctic by aeroplane — Coolidges welcomed by New England people. PATHE NEWS NO. SO — Civil War veterans hold national meet in Denver — Citizens of Florida start to repair damages done by hurricane — President Coolidge and wife visit old home in Vermont. KINOGRAMS NO. 5434 — 8.000 Indians greet Curtis at Powwow in South Dakota — Boys of 1861 hold national meet at Denver — Shipwreck Kelly stands atop flagpole 4 days, 9 hours and 13 minutes. M G M NEWS NO. 13— Captain Wilkins sails for Antarctic to fly over bottom of world — 70,000 throng on streets of Oklahoma to greet Al Smith — Fleet of canoes in 30-mile race. PARAMOUNT NEWS NO. 18— Sir Hubert Wilkins sails for South Pole — Civil War veterans hold national meeting at Denver — . Smith carries on fight in West to win presider'.al votes. Hedberg, in Town Without Press, Gives Short Films Special Play "I wouldn't put on any feature, regardless of how long it is, without pepping up the program with a good one-or two-reel comedy. The patrons expect it and the howl they have put up when we missed out on a comedy is proof enough to me that they want them." — H. H. Hedberg, Amuse-U Theatre, Melville, La. If you were an exhibitor in a town so small that it had not even a newspaper, would you worn, much about whether you booked short features regularlv, or would you just give the patrons a long one and a newsreel and call it a day? Would you think it worth while to devote a poster frame to short features throughout the week? Exploitation is a far less simple problem for the small-town exhibitor than for the one with a newspaper more or less at his disposal. We don't know to what extent special campaigns and like methods of reaching the public are employed by H. H. Hedberg of the Amuse-U at Melville, La., but we do know, from his letter to this department, that he sees to it that short features have a regular and specific part in the program and a special poster frame in addition. Here is what he writes: "Stuck awav out in the bushes in a vil Fox News Starts Tenth Busy Year Fox News starts its tenth year with an audience estimated at sixty millions and with a camera staff that spans the earth. Nine years of steady growth were celebrated last Wednesday. Before Truman H. Talley, present director in chief, Herbert Hancock was the first editor, followed by Edwin C. Hill. The editorial staff at the Fox Truman Tallev home office in New York now includes James E. Darst, associate director; John J. Spurgeon, foreign editor; Edmund Reek, news editor; Daniel Doherty, assistant news editor; Joel Swenson and John Miley, makeup editors, and Harry Lawrenson, European editor. Newly established is a department in Los Angeles under Blaine Walker, which will serve the West Coast Theatres chain with pictures to be released with the national twice-a-week issues. lage where no newspaper is published, the small town exhibitor has to use other methods of getting the attention of his patrons directed toward the short feature. Important Unit of Program "The long feature is given the right of way through use of twenty-fours, sixes, threes, ones and window cards, while the little fellow who bears the responsibility of getting the audience in a happy mood in order that they may enjoy the big picture is usually given a one-sheet tacked up somewhere in the corner of the lobby or not even at all. "That the short is an important unit of the program is a well established fact or we would never have inquiries regarding the next appearance of certain comedians who never appear in anything but the tworeelers. Special Poster Frame Built "Our lobby is small, but we had a good mechanic construct a poster frame to hold four one-sheets, side by side, and we placed this over the entrance in plain sight of every person entering our theatre. In this are placed the posters of the current shorts as well as those for the following day. All throwaways and heralds, besides bearing the name of the main picture, carry the title of the comedy and other shorts with a snappy description of the same. "As to what the Short Feature does for me: Can only say that I wouldn't put on any feature, regardless of how long it is, without pepping up the program with a good one or two-reel comedy. The patrons expect it and the howl they have put up when we missed out on a comedy is proof enough to me that they want them. And several times we have been told that, had it not been for the comedy, the program would have been rotten! "The short is the appetizer and gives a keener appreciation to the main course of the screen meal." To Play in F BO Series Hannah Washington has been engaged to play the part of Hambone Johnson in the "Mickey (Himself) McGuire" series, produced bv Larrv Darmour for F B O.