Motion Picture News (Jul-Oct 1915)

September 25, 1915. MOTION PICTURE NEWS 65 EDITOR'S NOTE. — It is the desire of "Motion Picture News" to include under this heading novel advertising ideas, successful schemes in the management, decoration and equipment of the theatre — everything, in fact, done by the exhibitor to stimulate his trade. We invite every exhibitor to write us about any new enterprise he has; also to come to us for advice or information along any line. Address: Editor, "Motion Picture News," 220 West Forty-second Street, New York City OHIO EXHIBITOR ISSUES HOUSE ORGAN COMBINING BEAUTY WITH "PUNCH" ONE of the most informing and artistic house organs ever received by Motion Picture News from an exhibitor is "The Majestic Monthly," issued by the Majestic theatre, Columbus, Ohio. In fact, it marks a new era in the publication of theatre organs in this country, because it combines to a remarkable degree excellence and beauty of arrangement with just the kind of information the picture-goer wants. Consider how the publisher of this organ has utilized the space in his 24 goodsized pages (9y2 x 6%). First, he has used a dignified cover in two colors, with a neat design of organ pipes as a background for the name of the publication (top), the letter "M" in white on red (center), and an excellent reproduction of a scene from "The Blindness of Virtue" (lower half of the cover). The second page contains nothing but a list of coming Paramount attractions — simply the names of stars and productions, but no dates. Then follow pages, all of them made up in two columns with the modern typographical ideas evident throughout, on the following subjects: Editorial, Just About Ourselves, Musings of the Office Boy, Verse and Veracity. Pages 7, 8 and 9 are occupied with notices of three pictures, one notice to a page and each illustrated. Then on page 10 begins the arrangement of material shown in the accompanying cut, viz., on the left hand page, general information about the picture world, or the Majestic theatre; on the right hand page, the illustrated synopsis. In all there are descriptions of twelve current and coming releases. The picture-goer finds in addition to these, cleverly written stuff under the heads : Paramount Points. V-L-S-E — What the New Corporation Is, In Studio and Home, and Among the Players. Page 23 tells the patron the hours of the afternoon and night when shows begin. On the back cover is found a well displayed announcement of "Carmen." The whole appearance of "The Majestic Monthly" is one of dignity, refinement and force. Among the many tips exhibitors may take from it are these: Not to overcrowd your pages; put the dates of pictures in footlines after the synopsis, as shown in the reproduction of two pages from "The Majestic Monthly" accompanying this article (this will avoid making your house organ too much of a calendar); give your readers short, brightly-written gossip about screen stars who will be seen at your theatre (publicity matter sent out by various manufacturers will help you here). Finally, tell your patrons exactly what hour each show will begin. The Majestic's hours are these: Afternoon, 1, 2:45 and 4:30; night, 6:15, 8 and 9:30. This is an excellent arrangement, especially with regard to the night shows. Too many exhibitors make the mistake of beginning one of their night shows at 7:30, when they should begin it nearer the regular theatrical hour, say 8 or a few minutes after. "SHOWMAN'S ADVERTISING BOOK" CONTAINS VALUABLE HINTS Busy exhibitors who are looking for a guide to the complete art of picture advertising will find many valuable hints in a book written by Low Warren, act ing editor of the "Kinematograph Weekly," and recently published by the "Kinematograph Weekly," London, entitled "The Showman's Advertising Book." Though this volume was issued especially for the English exhibitor, its material is of wide enough range to interest Americans. Exhibitors in this country will discover that their British brethren are facing many of the difficulties familiar to themselves. The problem of advertising a picture, furthermore, is the same the world over, and there are just as many pitfalls for the unwary American as for the unwary Englishman. Many of these pitfalls, such as lurid and inartistic posters, misleading statements in house organs and heralds, and cheapness in general, this book points out effectively. It also goes into a thorough discussion of just what relation successful advertising has to the motion picture business, how to arouse curiosity in the reader of advertising, the importance of the poster, the value of street and newspaper advertising, using the theatre itself as an advertisement, the use of lantern slides, different methods of securing results from outside lighting and electric signs on the theatre front, and the mapping out of a A HOUSE ORGAN NOTABLE— THE MAJESTIC MONTHLY, COLUMBUS, OHIO