Motography (Apr-Dec 1911)

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MOTOGRAPHY Vol. V, No. 4. an annual tax of $15 monthly on a show there was confiscatory. A withdrawal of senate bill No. 129, in Columbus, the object of which was to impose certain regulations on small theaters, was also obtained. It is apparent that the individual exhibitors who were menaced by this legislation, working alone and without the power of numbers conferred by association, could not have accomplished its withdrawal. The oft proven ability of even small associations to influence legislation favorably constitutes one of the reasons why men of a trade organize ; and the acquisition of that power alone is ample reward for the effort to get together, especially in a field so legislation-ridden as that of low-priced entertainment. ADMISSION PRICES. OUR leading article this month describes a moving picture theater whose admission price runs from twenty-five to fifty cents. That such a theater can succeed, when success means the filling of a seating capacity of 1,200, may astonish many of our readers. It is our conviction, however, that instead of making an unique exception to the rule, this condition should be general. By this we do not mean that every motion picture theater should charge twenty-five or fifty cents admission, but that every city able to support a legitimate theater should readily provide equally good support for a highgrade, high-priced motion picture theater. There is no argument as to value received in this arrangement of high admission price. The motion picture provides an entertainment which is equal — and we believe superior — to any other amusement. Not only is a good picture worth the price, but the people will pay it. But of course there are a good many rules to observe when one is charging high admission, that the five or ten-cent exhibitor may consider unimportant. Music forms one item. The fifty-cent theater should have the best obtainable music, which means at least an orchestra of several pieces and musicians of no mean ability. The appointments must be artistic and elegant. The films used must be absolutely clean, and the projection must be practically perfect. With employees trained to be courteous, and with a due proportion of managerial ability and tact, almost any exhibitor should be able to operate successfully a fifty-cent picture theater, at least in our larger cities. STRIDES IN EDUCATION. ACTION begets action in the development of a meritorious project. In the state of Wisconsin the senate and assembly recently witnessed a three-hour motion picture show in their own hall while they listened to addresses on the educational value of motion pictures. The program was arranged by the National Board of Censorship, with Secretary John Collier as chief advocate in the intellectual propaganda, suitable films being loaned by their manufacturers, and Mr. J. E. Sherwood, an exhibitor of Madison, in charge of the operating end. The exhibition was arranged by the Extension Division of the University of Wisconsin and the dean of the extension spoke at some length in advocacy of the adoption of motion pictures in the schools of the state, and the formation of a circulating library of films for the university. He was ably seconded by Edward J. Ward, a member of the university faculty and an advocate of the use of school buildings for social and civic purposes From the general attitude of the legislators toward the subject there seems little question that motion pictures will be adopted by the state of Wisconsin before very long for educational purposes. And once established in Wisconsin, the other states will unquestionably follow the leader. There are several industrial difficulties to be mastered before an efficient service of educational films can be supplied continuously. As Mr. Collier has pointed out, this condition is largely due to the film renting system. It is hardly conceivable, however, that alert business men will allow any present system to stand in the way of the most magnificent opportunity motion pictures have ever had. In the meantime the New York State Board of Charities has commissioned the Kalem Company to make a series of films showing the work of the state charitable institutions. Each film will relate, possibly in narrative form, the process of gaining admission to each institution and the occupations and recreations of the inmates. The Lubin Company, too, has been making some pictures to accompany lectures on nervous diseases by Prof. Theodore H. Weisenburg. All this goes to emphasize the fact that educational motography is becoming not only practical but almost of every day occurrence. The industry, with its usual vigor, has developed this branch of its operation while its advocates were beginning to plead the cause of its desirability. COLLIER'S ON MOTION PICTURES Collier's Weekly of April, in one of its editorials, speaks thus of the advantages of moving picture shows : "In the West, the 'picture' show continues to increase in scope and influence, and in a process of becoming specialized has bettered its qualities. Actors who tour in the Mississippi valley have observed that they can't 'play to the gallery' nowadays because the old-time gallery gods' are haunting smaller, darker theaters to watch dreams of the camera. What was euphemistically described as the family circle is sparsely filled this season or is closed. A few of the theatrical managers like to insinuate that the motion-picture audiences are largely composed of former patrons of the gallery. In scores of instances, however, the film shows maintain a higher standard of censorship than first-class playhouses. In other instances, however, there is well-based alarm over the influences on young children. The better tendency is shown in such staples of the bill as living photographs of industries, travel pictures selected with judgment, and even with artistic skill, occasionally some animated scena rios of literary classics or 'photoplay biographies' of historical figures. 'Mamlet' and 'Joan of Arc' thus find new friends, and Cottonwood Falls sees Paris for a nickel. The 'picture show' is even being called on to assist and advertise good government. Governor Hadley of Missouri proposes to use it to help make clear to the legislators some of the conditions and needs of various state institutions. Iola, Kansas, jubilant after a year's trial of commission government, is showing its neighbors some of the results by means of an entertainment of films and stereopticon slides."