Motography (Jan-Jun 1918)

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March 2. 1918. MOTOGRAPHY 429 Scenes from the beautiful new Circle Theatre at Indianapolis and a picture of the managing director, S. Barret McCormick. Works Out Guide for Program Selection George D. Hopkinson, Manager of Hamlin Theatre, Chicago, Gauges Various Brands by Applause of Patrons GEORGE D. HOPKINSON, manager of the Hamlin Theatre, in the residence district of Chicago, has just discovered a new way to test programs as a guide to future buying. He is checking up on applause and the brands which get the most are the ones he purposes to purchase consistently. "For the Freedom of the World," the Ira M. Lowry story of love and war, was the medium of his first test. Applause that greeted patriotic scenes the first night of this picture, gave Mr. Hopkinson the idea. He resolved to see for himself by careful "Clocking" just which scenes stirred the spectators most. Much after the manner of the judge of the theatre dancing contest, in which the awards are based on the volume of applause, Mr. Hopkinson admits he was perplexed to decide which of three big scenes evoked the most approval. It was about a stand-off, Mr. Hopkin son determined, between the night battle scene in which the American flag goes "over the top" for the first time in the trenches, the playing of "The Star Spangled Banner" by a regimental band of the 97th Canadian Overseas Battalion (American Legion), in the course of which the colors are raised over the camp in France of the young heroes who couldn't wait to fight, and the actual scene showing the arrival in Paris of General Pershing and the first contingent of the American troops. But the test proved plainly that the picture pleased and it registered in the favor of Goldwyn. Since this test Mr. Hopkinson has learned much in regard to the public taste and has found that it aids him greatly in the selection of his programs. Novel Stunt Packs House The Gifts' theatre at Cincinnati used a novel scheme to boost "The Zeppelin's Last Raid." Paper Zeppelins were scattered to the winds from the roof of the house and caused considerable excitement. A clever lobby display also was arranged. It consisted of an exact reproduction of a Zeppelin, made out of silk and aluminum, and created much comment. The theatre broke all records with the film. Patrons were turned away at every performance. Plan to Open New House Kitterman Brothers, who operate the Princess theatre, at Orange, Texas, have planned to open another house. The new theatre will be called "The Queen." It will have a seating capacity of 800 and be thoroughly modern. O. C. Hauber has assumed control of the Hauber theatre at Pine Bluff, Ark. Pay Big War Taxes Theatres of Washington, D. C, including regular play houses, are contributing war taxes to the government at the rate of nearly $1,000,000 a year.