Exhibitor's Trade Review (Nov 1925 - Feb 1926)

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November 28, 1925 Proof of What Screen Bulletins Can Do RadiO A" * PATENTED -Mat THE most practical sort of evidence of the potential value of screen bulletins as builders of theatre prestige is to be found in the results that have been obtained by the Red Cross through the co-operation of theatre owners who have used the Red Cross bulletins in connection with the annual drive. Every Exhibitor, of course, appreciates the merit of the Red Cross cause and is glad to give his aid. But many Exhibitors who are doing their part in this drive and who have helped make a big success of the Ninth Annual Roll Call, have failed to take home to themselves the lesson that their screens, so powerful in selling the American people on the work of this great organization, can be made fully as powerful in selling the same public on the motion picture theatre and its contribution to the life, happiness and general welfare of every community. An an illustration of what the Red Cross thinks of the power of the screen bulletin, read the following taken from a recent bulletin put out by Red Cross headquarters in Washington : When a Red Cross is flashed on the silver screen, from the eleventh to the twenty-ninth of November, look behind it and read the thrilling story of the American National Red Cross which, through the courtesy of the motion picture theatres will be told and retold every day from Armistice Day to Thanksgiving. There are more than 17,000 motion picture theatres reaching approximately 15,000,000 persons daily. The good that they accomplish by co-operating with the Red Cross can not be estimated merely in figures. It has a heart interest as well. It is impossible for the screen to tell the story in detail. You will get the synopsis through a close-up view of the cross and the simple announcement that once more the American National Red Cross calls upon the people to support its work of concentrated service by joining the society during the Ninth Annual Roll Call. Iy you inquire just what that work is you will learn the following facts : $48,000,000 has been spent by the society in 700 disasters in the United States since it was organized ; when the great tornado raced through the Middle West last spring the Red Cross was on the job immediately; in 14 communities affected it gave rehabilitation service to 6,000 families; of the $3,000,000 contributed by the American people every cent was spent for the disaster victims ; all expenses of administration were borne by the Red Cross. $53,000,000 has been spent for the disabled veterans of the World War and for the men of the regular Army and Navy and their families since the Armistice. 41,000 trained nurses stand ready to answer the call in such emergencies. 1,000 public health service nurses are scattered over the country engaged in a great campaign to make the nation well. 21,000 were taught Life Saving this year under Red Cross tutelage. 18,000 learned first aid to the injured. 161,000 were taught the relation of food to health in a course of nutrition instruction. 67,281 learned Home Hygiene and Care of the sick. 1,317,718 surgical dressings, 173,822 garments, and 97,450 pages of Braille for the blind have been produced by volunteer workers. IT IS THE POLICY OF THIS HOUSE TO SHOW ONLY CLE AM PICTURES If in Your Opinion We Ever Fail in This the Management Will Welcome Your Opinions or Advice is the Stationery of the Screen Non-melting — IS on-inflammable Screen Bulletins by the Exhibitor "Have found that Radio Mats increase my business with home folks as well as it does with strangers. I change them every two nites." — S. B. Hillock, Campbellsville, Ky. "I have been a user of RadioMats for a good many years and can state that they are a mighty handy thing to have on 10,000 Typed Daily! RadiO -Mat BUT 10 DAYS MORE for the voting in the BEAUTY CONTEST One Years Free Admission to This Theatre To the Young Lady Receiving the Most Votes MISS MAY SIMPSON ■ Now Leads With 301,753 Votes is the Stationery of the Screen Page 35 Modern Theatres, Novel Construction, Projection Ideas, Equipment Helps, Theatre Management, A to Z Directory — Everything ! ! In the Equipment Section of the Exhibitors Trade Review Annual — out December 26. Free to Subscribers. $1.00 to Non-Subscribers. 5,596,633 boys and girls make up the membership of the American Junior Red Cross. They are being taught the duties of citizenship and the beauty and value of unselfish service. When the Red Cross calls the roll and the motion picture theatres flash the symbol, remember that it is YOUR Red Cross which speaks. BUILDING NEW THEATRE ATLANTIC CITY, N. J.— Work was begun: recently by the Hoffman & Heenan Co., architects and builders, of Philadelphia, on the erection of the new Stanley owned theatre at Atlantic and Missouri aves.The theatre isto be called the Earle. This is the second theatre to be erected by the Stanley company in this city recently, the first one being built at Kentucky ave. and the Boardwalk. The building now in the course of erection will be the largest the company has built in the state and will have a seating capacity of 2,000 persons. It is said that the building, which will be in keeping with the present one on the Boardwalk as to beauty and architecture is to cost over , half a million dollars. It is planned to have a1 combination bill of vaudeville and motion pictures to run the year round. The old block of stores and houses which was between Missouri ave. and the Chelsea postoffice were razed last week and a special pumping system installed to keep the ground dry until the cement foundation is finished. The mason work will be done by Doughty & Burke, of Atlantic City. SUPERIOR QUALITY is the reason for the success of GOERZ FILM RAW STOCK Use this formula for best results: GOERZ LENS in your camera. GOERZ NEGATIVE RAW STOCK in your magazine GOERZ POSITIVE RAW STOCK for your prints. Sole Distributors Fish-Schurman Corporation 45 West 45th Street New York City 1050 Cahuenga Avenue Hollywood, Cal. IN CANADA: John A. Chantler & Co. 226 Bay Street, Toronto, Ont.