Moving Picture World (Jul-Sep 1914)

1374 THE MOVING PICTURE WORLD STACKED CARDS (Kay-Bee), September 4.— A two-reel story of politics by T. H. Ince and R. V. Spencer. The trap worked on the reform candidate for mayor was rather highly colored, showing the adventuress receiving him at her bedside under pretense of illness. Later, in Alaska, he saves another man from becoming her victim by telling of his own experience. The picture closes with Travers shutting her out of his cabin. This treads on delicate grounds In certain scenes, but holds the interest throughout. The theme as a whole is not a very elevating one. THE DERELICT AND THE M.\X (Victor), September 4. — A tworeel sea story written by Leslie T. Peacocke, with Walter Miller and Irene Wallace in the leads. Walter Miller doubles. Some of the situations are very interesting, but the whole production is marred by inferior photography, many scenes being very dark and obscure. The story itself shows how a sailor impersonates a young doctor in order to gain his inheritance. The scenes on the doctor's return are full of action. But the poor photography makes it impossible to recommend the offering. SILENT VALLEY (Imp), September 7. — A two-reel number, written by George Hall. This features King Baggott, grown up from an incorrigible boy into a bully. He terrorizes the entire country district and finally breaks up a show troupe by carrying off the dancer. He takes the girl to his cabin, pursued by the angry villagers, but releases her without harming her. Later he reforms and the girl returns to wed him. The plot is unique, but steps from one situation to another in rather abrupt fashion. The transition of the bully into a good citizen was too much taken for granted. Nevertheless Mr. Baggot's forceful personality carries the story along to success in spite of imperfections in development of the plot. THE CRACK O' DOOM (Gold Seal), September 8.— This is No. 6 of the Trey o' Hearts series. It contains one big feature in the second reel where a train running at full speed crashes into a damaged automobile. The passengers all pile out and the scene is decidedly realistic. This carries the story forward in an appealing way and the installment closes with all the principals heading for New York City. FIXING THE "CLASS" IDEA. Happy Phrases by Theater Managers Convey Sense of Quality and Comfort to Public. By Frank H. Madison. ANEW school of photoplay theater advertisers is developing throughout the United States. When the business was young most of the newspaper space was given over to the circus style of exploiting the films. The words "sensational," "thrilling," "extraordinary" and meaningless phrase "Grand Special Extra Program" were the favorites in the smaller cities. This type of advertising is still in evidence, but it is passing as rapidly as the storeroom type of picture show. The alert manager realizes that he has somethine more to do for his patrons than to run off the films which he secures from his exchange. The best pictures he can give must be backed up by giving his patrons physical comfort and a feeling that they are patronizing a house which has "class." Consequently shrewd exhibitors have coined or evolved happy slogans and phrases which fix the names of their houses in the minds of ohotoplay goers. The Moving Picture World does not claim that all in the following list are original, but they show what some live managers are doing: Conveying an Idea of Quality. "Where Quality is a Reality, Not a Promise."— Bijou Theater, Missoula, Mont. "The Theater of Realization." — The Grand, Mankato, Minn. "You need't look at the posters for you will alwaj's find a program that pleases you." — The Cool Majestic, Corsicana, Tex. "Ask our regular patrons about our pictures De Luxe." — Majestic, Boise, Idaho. Coolness and Ventilation. "New pictures every day: Fresh air every minute." — Colonial Theater. Greenville, Tex. "L'nder the fans at the Varsity, Daniel Frohman presents." — \'arsity Theater, Lawrence. Kan. "Breezy as the seashore." — Savoy Theater, Greenville, Tex. "Cooler than an airdome." — Lyric Theater, Oklahoma City, Okla. "One of the cool theaters." (Strong because of its modesty.)— Oracle Theater, Ogden, Utah. "The theater known for its coolness." — Princess Theater, Austin, Minn. "The one absolutelv well ventilated theater in the city." — Grand Theater, Austin, Minn. ".\t that ice-cool, ice-cooled Majestic Today." — Majestic, Corsicana, Tex. "The cool and beauty spot of the city." — Wonderland Theater, Tulsa, Okla. Humane — Appeals to Labor. "A new cooling svstem that cools Union operators in charge of our machines." — -Hippodrome, Dallas, Tex. Suggestions of Comfort. "Plenty of fresh, cool air, pipe organ music and comfort. The place? Why, the Arcade, the house of a thousand delights."—Arcade, Walla Walla, Wash. "Every seat a fat-man's seat." — Drexel Theater, Joliet, IlL "Compare your comfort at the Star with the others." — Star Theater, Missoula, Mont. Fixing the Admission. "It tickles a nickel to act like a dime. Tickle your nickel and yourself at the Bijou." — Bijou Theater, Racine, Wis. "Value received for each side of j'our dime." — Princess Theater, .\ustin, Minn. "At hard time prices — five cents."— Airdome, Chickasha, Okla. "Admission always the same, 10c. , no matter how big the show." — Majestic Theater, Madison, Wis. "Bijou pictures are the best, prices the same as all the rest." — Bijou Theater, Walla Walla, Wash. "Always a good show. Always the same price, 10c." — Majestic Theater, South Bend, Ind. For a Special Program. "Let's not go awaj' until Thursday. Alice Joyce is at the Alhambra Wednesday in The \'ampire's Trail." — Alhambra. Theater, Springfield, O. Getting Next to the Public. "Phone us for information at anv time. Our number is Main 2270." — Apollo Theater, Tacoma, Wash. "Our business is your pleasure — at least that is what it should be, and we are doing our level best to make it so. Just simply getting the crowds does not satisfy us — we are more anxious that our programs please the people. This is a show for the peoole: of the people and by the people. We want you to feel that you have a voice in the conduct of it — if you have any helpful suggestions we will appreciate them." — Grand Theater, Jonesboro, Ark. Guaranteeing a Comedy. "Xo laugh; no pay." — Yale Theater, Tulsa, Okla. "STRIKE UP THE BAND"— ROTHAPFEL WAS A SAILOR. Dr. W. Taylor of the U. S. Navy, who at present is recruiting officer in Newark, N. J., stopped abruptly in the entresal of the Strand Theater as S. L. Rothapfel, the managing director, came out from the auditorium. Mr. Rothapfel also stopped. "Pardon me. but your face looks very familiar." said the naval officer. "Yes?" said the manager, "my name is Rothapfel — I believe I know you. too. Aren't you Dr. Taylor of the Navy?" It did not take the two men long to renew their acquaintance, which dates back to 1901. At that time they were shipmates, or at least serving their country on the U. S. S. "Bancroft." Dr. Taylor as the ship's surgeon and Mr. Rothapfel as a corporal of marines. Dr. Taylor was surprised to find Mr. Rothapfel as manager of a theater. "I knew Rothapfel was ambitious," said the doctor later, "but I never dreamed that I would see him in the capacity he has now. "When he was in the Navy he was one of our smartest lads, and it was evident that he was anxious to work himself up. W'e all knew that he was studying for a commission and it did not take long before he was placed in command of the large six-pound gun. which, by the way, was the first six-pounder in service at that time. "While I was on board the 'Bancroft' Rothapfel was promoted to a corporal, which at the time made him both happy and proud. He was always a good fellow, anxious to distinguish himself, and to my personal knowledge he saw actual service at Panama and Venezuela. Rothapfel was the best shot in the Navy and his gun crew always carried off the honors; as a matter of fact it was due to Rothapfel's zeal that the shooting score of the Bancroft jumped from the lowest to the highest amount of points." CLEAR OF MANY A PITFALL. Southern Pines. X. C. August 11. 1914. Editor Moving Picture World: Dear Sir: — I hand you herewith my check for $3 for renewal of the World from September. 1914. to August 31, 1915. I would as soon try to run my house without a picture machine as without the World. It has steered me, a beginner, clear of many a pitfall, and its criticisms of the productions I am showing have been an invaluable asset. Very trulv. CHAS. W^ PICQUET, Manager, Princess Theater.