Moving Picture Age (Jan-Dec 1921)

16 MOVING PICTURE AGE March, 1921 tecture of the plant. Some churches are almost compelled to use the small portable projectors. In all cases, however, it is of the greatest importance that the church shall observe the city ordinances with the greatest care. We compel the theatres to observe the letter of the law. The church has no right to ask for special privilege. All fire ordinances are written for the protection of the public and no church has a right to jeopardize the safety of the people, because it costs more money to comply with the city regulations. Where to Put the Machine If only one machine can be installed, I believe that it will be found to be of greater service if installed in the social rooms of the church. Few of us care to take our entertainment functions into the sanctuaries unless compelled to do so. I believe in keeping one room of the church sacred for purposes of worship. If a second projector can be installed in the main auditorium for use in connection with the public services of worship that is a matter for the local finance committee to decide. We do not depend upon one piano for our music in all parts of the building; why depend upon one picture machine, made stationary. A variety of plans have been used in meeting the initial expense of installation. I know of several churches which have put in projectors and paid the bill out of the regular income of the church. This may be possible where the church is on a sound financial basis and is able to include an item of this size in the regular budget. In a few other cases individuals have become enthusiastic over the use of pictures and have presented the church with a full equipment. In another case the equipment was a memorial to a member of the family who had been an enthusiastic worker in the church. These, however, are the exceptional cases. The smaller churches will have to plan carefully. Plymouth Congregational Church, Minneapolis, installed a machine and announced a series of Sunday evening programs. The church is located in an industrial community and the venture attracted large crowds. The collections averaged about $40 per evening and within a short time the profits, after the film was paid for, had made a substantial payment on the machine. The balance of the cost was carried by the budget. How Our Equipment Was Financed Simpson Church, Minneapolis, borrowed the money from an interested member of the church and purchased the apparatus, paying cash. The Sunday school stood sponsor for the project and took $100 out of the regular treasury. The collections taken at the "Neighborhood Night" social programs accumulated a sufficient fund, in time, to pay the balance. One musical concert was given to the community with the understanding that all admissions were to go to the payment on the machine. This was making the social program carry its own load of expense. It required about one year's time to complete payment. St. Paul Methodist Church, Chicago, used a rqther unique scheme in paying for their equipment. The Young People's Society assumed the responsibility .in this case and capitalized the venture to the extent of the full cost of the projector, the curtain, and the first four programs. Shares were offered for sale at the rate of ten cents per share. The total number, if sold, would produce enough to pay the total cost. The shares, selling for such a small sum, were put within reach of the little children of the Sunday school. Printed certificates were issued to each purchaser of stock, showing just how many shares had been purchased. The four programs were given to the community free. It required but one day to sell enough of these shares to pay the cost of installation. Of course it was a disguised form of subscription but the stock plan made it possible to take the small subscriptions. In many instances the total cost has been figured, a subscription list has been made up, and contributors are solicited to make payments on or before a certain date. Most manufacturers will allow a few months for complete liquidation. I would advise that all items should be considered, including projector, curtain, and booth if needed, and that the total cost be made the basis of the initial asking. If the apparatus is purchased piecemeal it usually develops dissatisfaction. The wisest policy is to equip properly from the start. Such equipment will total usually about $300 to $1000, depending upon both, fireproof construction, type of machine, curtain, and other requisites. Providing for the Projectionalist The second item of expense is the cost of operation. The high powered machines require experienced operators and in "union towns" the church is sometimes compelled to use professional help at high prices. As a general rule, however, they do not interfere where the showings are made without profit. In those cities where licensed operators are required by city ordinance, it is sometimes necessary to train some young man of the church membership for this job and have them qualify for the work. In Central Methodist Church of Detroit the caretaker of the building has taken the city examination and is a licensed operator. Halsted Street Institutional Church, Chicago, for many years employed a young man for one dollar per evening. He held himself subject to the call of the church. The trouble with volunteer help is that it is not always at hand when needed worst. Simpson Church has used two high school lads who have never failed us during nearly two years of operation. By entrusting the machine to them absolutely, a pride in the task has been developed and the service has been unexcelled. In a few instances they have been paid for their time when they have used the machine at functions outside the church. But their work for us has been entirely without pay. The chief operating expense is in the film rentals. Previous articles have mentioned the free film that is distributed by various agencies. This free material, however, cannot be depended upon to furnish any large part of the programs for the church. Some of it can be used in connection with other pictures but the purely entertainment pictures will cost regular rates. In a few instances the film exchanges may be willing to give the churches a somewhat better rate than the regular exhibitors but this can hardly be expected as a regular practice. How We Get the Big Films The one way in which a church can save money on its film is in the use of those pictures which have lost their high values in the theatrical market. The theatre undertakes to secure "first runs." If a picture has been run in a community once, it loses its value to the theatre. This is not particularly true of the church. For instance : The Garrick Theatre in Minneapolis paid $5000 per week for the first run on Evangeline. Because it was a "first showing" the theatre advertised widely, the public was interested, the theatre was packed and the picture netted its promoters a small profit. Before a year was past, however, the newness was worn off, the neighborhood theatres had shown it in many sections of the city, it was no longer a new picture and the churches were renting it for $25 for a day's showing. But the value of the picture, so far as the church was concerned, was not depreciated in the least. And, indeed, its value (Turn to page 28)