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

Ortober 6, 1928 EXHIBITORS HERALD and MOVING PICTURE WORLD 65 People Must Go Masked But Truth Shall Be Nude (Special to the Herald-World) NEW YORK, Oct. 2. — At the meeting of the A M P A last Thursday it was decided to dignify the name of the "naked truth" gathering which takes place every February, by naming it "The Naked Truth, Hollywood Masked Ball." Only those wearing masks will be allowed on the floor. Costumes may be as full as you like, but the meeting expressed the hope that the folks will all enter into the spirit of the occasion and bring out the naked truth. Peace, War Draw In Labor Battles; Sound Big Issue Labor conditions affecting principally musicians and resulting from expiration of former contracts and the introduction of sound pictures, were about equally amicable and militant the past week. Walk-outs, including those in sympathy, occurred in Salem, Ore., and San Francisco. In Kansas City, where non-members of the local union form the I orchestra of the downtown Capitol, dynamite bombs were threatened as a substitute for the stench variety which have been used. On the other hand, in Portland, Seattle, New Orleans and Columbus, O., negotiations with the stage hands and musicians produced either settlement or signs of settlement. San Francisco musicians asked that present terms be reconsidered to cover the synchronization situation. The union demands that the sound-policy Embassy use an orchestra, and also that the wage scale be increased from $81 to $105 a week. Musicians in three Salem, • Ore., houses are out in sympathy with the striking projectionists, for whom non-union workers have been substituted. Wages are the issue. A three-year agreement has been reached with musicians by the John Hamrick circuit in Portland, Ore., and Seattle, the terms requiring orchestras in addition to sound devices. In New Orleans also the managers' association has adjusted its dispute with the musicians, and a three-year contract is expected giving the musicians a five per cent increase and placing organists in houses having sound. Loew's Broad in Columbus, O., has agreed to shift the seven musicians dismissed when sound was installed to the Leow Ohio, to augment the orchestra there. Time on Hands, Firemen Start Their Own Theatre (Special to the Herald-World) ALBANY, Oct. 2.— The fire fighters of Hcrmon, N. Y., a village located in the foothills of the Adirondacks, believe they can make some money in conducting a motion picture theatre, and accordingly have opened a theatre in the village, which had been closed for some time. There are not many fires in Hermon, and the men figure that with the possible exception of an operator, they will be in readiness at all times to respond to the fire alarm even though they may be conducting a motion picture theatre. Sophie Tucker Is Guest of A M P A NEW YORK— Sophie Tucker, who is going soon to Hollywood to make a Vitaphone picture for Warner Brothers, will be the guest of the A M P A at a luncheon October 11 in the Paramount hotel. Don't Be Nuisance in Efforts At Contact, Exhibitors Warned The More the Theatre Is a Community Center the More Successful the Owner, But "Buttonholing" Patrons Until They're Scared Out Is All Wrong, Declares Biechele [Mr. Exhibitor! What do you do to make personal acquaintances of your clientele? In the following article, the first of a series to appear in the "HeraldW orld" R. R. Biechele, head of the Kansas-Missouri M P T O, points out the dangers of "buttonholing" patrons in an over-zealous attempt to establish personal contact.] [By Special Correspondent of the Herald-World] KANSAS CITY, Oct. 2. — Probably all exhibitors have varied ideas concerning contact between a theatre owner and his patrons, but R. R. Biechele, manager of the Osage theatre, Kansas City, Kan., and president of the M P T O Kansas-Missouri, has a view point all his own. Can Be Overdone, Too "I have seen and heard of so many experiences in personal contact between the theatre owner and his patrons that I have come to some definite conclusions," Biechele said. "To begin with, the practice can be overdone, as well as underdone. I have seen some exhibitors 'buttonhole' a patron until the latter pulled away in sheer self-defense. That type of exhibitor would aid his business by remaining backstage. There is, however, a real knack in knowing your patrons. Such a knowledge, of course, can apply only to suburban theatre and not larger houses of big cities. "I have found that the amount of personal contact necessary depends upon individual patrons. I have many patrons who are much more satisfied with a pleasant nod than they would be with a review of my golf game of the afternoon. Learn Patrons' Interests "In every man's life there is something of outstanding interest to him. Learn what is of most interest to those patrons of yours. It will pay you big dividends. For instance, I know three men who have large families whom they bring to the show almost every night. I feel satisfied they come often because they feel that they are known personally, although, truthfully, I scarcely know anything about them, aside from their names and their 'big interest' in life. As they pass into the theatre I greet them, respectively: "'How was your golf game today?' "'How's the car running?' "'How was business today?' "That is all that is necessary' There are other patrons, of course, who relish a longer conversation. If you have the time to spare, give them what they want. I would say that the more a suburban theatre is considered a community center for the neighborhood, the more the success of that exhibitor will be. That can't fail to prove true in all cases." Skouras to Head Warner Chain, Sell St. Louis Houses (Continued from page 27) independents because he offered to do business on a cash basis. Negotiating Outside New York Fox is also understood to be negotiating with independents in cities outside of New York, notably Philadelphia and Chicago. Apparently, he is making more than certain for an outlet of his product. The return of Joseph P. Kennedy promptly started a series of negotiations for the Keith-Albee-Orpheum circuit, but that is another story. Empress to Be Changed To Vitaphone Theatre (Special to the Herald-World) ST. LOUIS, Oct. 2.— There has been no official confirmation in St. Louis of the reported purchase of the Skouras Theatres here by Warner Brothers, nor of the companion rumor that Spyros P. Skouras, president of J Skouras Brothers Enterprises, is to head all the Warner theatre activities. J. Reeves Espy, publicity director for the Skouras Enterprises and the St. Louis Amusement Company, has repudiated published statements that he admitted "there is a chance for consolidation involving the Skouras Theatres, but said nothing definite had been done." In some quarters it is believed that if Warner Brothers do take over the St. Louis Amusement Company chain many of these houses will later be resold to individual owners. Skouras Brothers Enterprises and Harry Koplar control the St. Louis Amusement Company. The Empress theatre, which is under a long term lease to Skouras Enterprises, will be converted into a Vitaphone house under the Warner Brothers management, reopening this month. Projection Room Status Brings Order to Close (Special to the Herald-World) COLUMBUS, Oct. 2.— The Columbus Fire Department, after an inspection of the Hollywood theatre, oreder it closed because of extra fire hazards. Fred Mason, the operator, tried to have the order rescinded but to no avail until he rushed the necessary changes. The trouble was reported to be that in the projection room the magazines did not conform to state fire regulations. One of the exits also was blocked, the department stated. Orman Opens New Series Of Radio Talks on Films (Special te the Herald-World) HOLLYWOOD, Oct. 2.— Felix Orman started a news series of talks on the industry from KFI Thursday in a national hookup. In the seven talks Orman will discuss production, direction, acting, writing, photography and lighting, comedies, news reels and short features. Delight Evans Named Editor of Screenland (Special to the Herald-World) NEW YORK, Oct. 2— Miss Delight Evans becomes editor of Screenland Magazine with the January, 1929, issue. She will continue her reviews of pictures. Miss Evans started with Photoplay when 15 years old and was with Photoplay until she joined Screenland.