Exhibitors Herald World (Oct-Dec 1929)

12 EXHIBITORS HERALD-WORLD October 12, 1929 EXHIBITORS H E RALD WORLD Martin J. Quigley, Publisher & Editor Incorporating Exhibitors Herald, founded in 1915: Moving Picture World, founded in 1907; Motography, founded in 1909; and The Film Index, founded in 1909 Published Every Wednesday by Quigley Publishing Company Publication Office: 407 So. Dearborn St., CHICAGO, U. S. A. Martin J. Quigley, President Edwin S. Clifford, Secretary George Clifford, Asst. Treasurer Member Audit Bureau of Circulations Copyright, 1929, by Quigley Publishing Company All editorial and business correspondence should be addressed to the Chicago office Other publications: Better Theatres, devoted to construction, equipment and operation of theatres; published every fourth week in conjunction with Exhibitors HeraldWorld; The Motion Picture Almanac, Pictures and Personalities, published annually; The Chicagoan and Polo, Class publications. Vol. 97, No. 2 October 12, 1929 The March on Memphis A THEATRE owner who holds himself aloof and apart from an exhibitors' association is either a very powerful exhibitor or a very foolish one. To the vast majority of exhibitors, association membership — and the taking of an active part in the affairs of the association — is not merely a matter of choice. It is a matter of necessity. This little preamble, containing nothing at all new, yet a great deal that many theatremen have not yet realized, leads us to a consideration of an important impending event. We refer to the coming convention of the Motion Picture Theatre Owners of America, to be held commencing on October 29 at Memphis. The way of the exhibitors' organizations has not been smooth or placid. Since that first Ohio Convention it has been a hard and difficult road, strewn with many pitfalls and obstacles. Outside of the usual, natural difficulties of organization, it has been our observation that a very large percentage of the pitfalls and difficulties which exhibitors' associations have encountered have been dug or built up by the exhibitors themselves. There have been rash efforts at personal aggrandizement among leaders; there have been futile efforts at petty, political maneuvering and there has been a decided lack of cooperation and support among the rank and file of the membership. But organization continues, despite all of this. It continues because of the urgent and basic need for organization. The motion picture industry in all of its ramifications is passing through severe and radical readjustments. It is to be hoped that out of the readjustments affecting the exhibition branch of the business there will come a new and better attitude toward organization on the part of the individual exhibitors throughout the country. And a good time to let this new attitude show itself would be at the forthcoming Memphis convention. There have always been good reasons and pressing necessities for an annual conference among exhibitors. But at no time since the start of the business has there been greater or better reasons or greater necessities than at this time. There are new conditions, new problems and new opportunities, all of which call for a measure of attention. A well-planned and actively supported convention at this time will pay and pay well. It is to be hoped that the march on Memphis will demonstrate that the individual exhibitors of the country are awake to the necessities and the opportunities of their situation. Motion Picture Stocks DURING the recent hectic days in the stock markets the strength and stability of the leading motion picture securities were sufficiently outstanding to attract considerable attention. This should be very gratifying to the motion picture industry. At a time when securities of practically all the great industries were suffering severe market depreciation it is significant indeed that the film shares were so well supported. The obvious import of this is that the motion picture business is and is known to be a good business and that its leading concerns are and are known to be sound, secure and ably managed enterprises. The transition from only a few years ago is remarkable. At that time the industry was virtually without financial support from the regular sources of credit upon which commerce arid industry at large depend. By its own merits and ability to show results — and without any particular indulgence on the part of banks and bankers — the industry has raised itself to a position of such fine financial standing that even in a severe market break its securities serenely hold their positions in the stock markets. Neiv Pictures GOOD pictures and great pictures continue to show up among the new season's programs now being given premieres on Broadway. "Sunny Side Up," a truly great entertainment for all kinds of people everywhere, was a notable new arrival of last week. George Arliss in "Disraeli" received, both inside and outside the trade, very remarkable recognition. The Arliss performance in this fine play gives an histrionic display which Hollywood, Long Island and other places where talking pictures are made may study with profit. Another fine attraction is Moran and Mack in "The Two Black Crows." Richard Barthelmess came into New York in a week of fine new pictures in "Young Nowheres," the best subject he has had in a long time. The Hollywood answer to the challenge of the audible picture has been spoken, most distinctly. The handling of the new medium if not completely mastered has progressed to a most remarkable degree. Some extraordinary precedents have been established: "Madam X," "Broadway Melody," "Sunny Side Up" and "Disraeli." The pace the Hollywood producer has set for himself is a bewildering one. That it will become even more accelerated as time goes on there is no doubt. But even the present pace is sufficient to insure the most crowded houses during the coming Winter that the industry has ever seen. ♦ # # Acoustics RETURNING to our favorite subject this season — better reproduction — the exhibitor is reminded that the company supplying the reproducing device is responsible for the device but is not responsible for the theatre. Yet without reasonably good acoustical qualities in the theatre the equipment company, no matter how zealous it may be in its effort to render satisfaction, cannot succeed. Equipment in various instances is receiving a blame which it is not deserving of. The qualities of the auditorium in its sounding faculties must be adequate or proper results will remain unattainable. The theatreman, therefore, is urged to look to the conditions existing in his theatre. This is a job for an expert, but it is the exhibitor's responsibility to see that the job is done. —MARTIN J. QUIGLEY.