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

32 BETTER THEATRES SECTION OF October 27, 1928 PUBLICITY! THE theatre organist has at last doffed the drab cacoon of the mere accompanist and is blossoming forth as a brilliant butterfly, basking in the myriad rainbow colors of the spotlight. It is scarcely necessary to state that Jesse Crawford and the little black discs, and the music publishers with their gayly colored song slides, are responsible for the metamorphosis. It is a self evident fact. The phonograph has done wonders in popularizing the theatre organ as a solo instrument and the song slides have most certainly helped the good work along. In the average suburban or small city theatre, a good set of slides presented in a clean cut style by an organist who knows his audience, will draw enthusiastic applause, while a vaudeville act will take a sad flop. This fact has been brought home to me time and again, both in my own experience and in listening to other organists on the same program with an act or so of vaudeville. The quality of the acts available to the small house is never of the highest, and the manager who takes the money ordinarily expended for "added attractions," and pays a salary substantially in advance of the union scale to obtain a capable solo organist, will benefit by so doing. A good many realize this trend now, but are failing in one important particular, and that is in giving the organist sufficient publicity. The average manager feels he has done all that is necessary when he places his organist's picture in the lobby, with now and then his name in small type in the advertising. On the other hand, when he has an "added attraction," it usually gets at least a third of the paid advertising space, and the newspaper is expected to, and does, allow a write up as well. The lobby gets several photos, one sheet and the marquise and billboards all contribute toward selling the attraction. It is a well known fact that a medicore article well advertised will sell better than a good one that is unknown, so why is it then, that the otherwise astute gentlemen at the helm of the motion picture theatres neglect selling their organists, when the audience plainly shows that the organist is delivering the goods, night after night, despite the fact that he receives only the most infinitesmal advertising, still gets better response from the audience than the act which is well advertised and has the element of novelty in its favor. Show me the act that will go over night after -for the theatre ORGANIST By DENZEL PIERCY Organist, Juneau, Alaska night, for six months or a year. Granted that there are such, they would be entirely beyond the limited budget of the average theatre. It is quite natural to suppose that if the organist is given managerial cooperation in the way of publicity, and an increase in salary, that he will be able to accomplish still better results. The organist should be sold as a presonality. much the same as the larger houses put over their band leaders. Of course, it is true that the organist does not have the same direct personal appeal as the band leader, insofar as his back is usually to the audience. However, even that may be partially remedied by placing the console at one side of the theatre at an angle, thereby giving the audience at least a side view. There are many other ways in which the organist can impress himself upon his audience. I have found that announcing my solos from the console helps to create a more intimate atmosphere between audience and organist. The community sing helps if practical. It is not every audience which will take kindly to the idea, but if a study of the audience is made, it will be found that it can often be put over on Friday and Saturday nights, when the youngsters who have been kept at home on other nights because of school, attend en masse, while it would fail dismally on any other day. The Saturday matinee often lends itself to the sing. It helps to work off some of the superfluous energies of the kids, and once they become accustomed to the idea, they do all they can toward raising the roof. Contests with prizes for the best singers, not only help to exploit the organist, but really draw a considerable business. Hook-ups with music stores on current and coming organ novelties help the organist, sale of the music and the theatre, alike. A good many persons, amateur musicians especially, are very curious as to what makes the organ go. It might be mentioned in the theatre program that persons interested would be shown through the organ by the organist on certain specified days, by making appointment with the manager or some specified mem ber of the staff. The organist is usually more than willing, and such courtesies are appreciated by the public. This privilege might be extended as an invitation to the local music clubs. The possibilities of proper exploitation are limited only by the amount of energy directed toward it, and the results more than justify the slight trouble and expense involved. Three Advertising Display Compan ies Combine, Expand Three prominent advertising display manufacturers, Excelsior Illustrating Company, Standard Slide Corporation and National Photographers have just effected a merger, and as National Studios, Inc., a program of expansion is announced. Excelsior brings to the new concern a clientele consisting of many film producers and more than 500 commercial national advertisers. Standard Slide catered to many music publishers in the country, also numbering among its accounts local theatres, national advertisers and retail merchants. National Photographers, Inc., lists among its account theatrical producers and film manufacturers. National Studios, Inc., in order to be in position to offer new ideas in displays, has acquired the good will, patents, etc., of Animated Products Corporation, which concern specialized in mechanical flashing and animated action displays. Manhattan Slide & Film Corporation has also been taken over. The new headquarters of National Studios, Inc., is at 226-232 West 56th street, New York City. Executives of the organization are: President, B. J. Knoppleman; vice-presidents, H. A. Rosenberg and Murray Rosenbluh; secretary. Jack Knoppleman, and treasurer, Nat Cherin. Need a Real Organist? Pep up your audience with showmanship music by a professional organist trained to put over your performance. Ball organists can be featured with good results. Write in now for proposition Ball Theatre Organ School Professional Organists 23 E. Jnrk.on Blvd., Chicago Send to Ball! SLIDES That combine the best workmanship at low cost and quick service. QUALITY SLIDE COMPANY 6 EAST LAKE ST. CHICAGO Organists send for your FREE copy of the QUALITY SLIDE-OGRAM. Motion Picture Patents My Specialty PATENTS William N. Moore Patent Attorney Loan and Trust Building Washington, D. C. The first important step is to learn whether you can obtain a patent. Please send sketch of your invention with $5.00, and I will examine the pertinent U. S. patents and inform you whether you are entitled to a patent, the cost and manner of procedure. Personal attention. Established 35 years. Copyright your play $5.00 Trade-Mark your goods or titles $30.00