The Moving picture world (November 1926-December 1926)

Celling the Picture to the Public J OfUs Department Was SstabLishjecL September 23. 1911 btj Us Present 6ditor^ Spes Winthrop Sdrgent Posts Entire Staff on Coming Features To Realize Full Personal Exploitation RECENTLY H. M. Addison, of the in Moving Picture World a ref did not know much about comi gating and was surprised to find how Some of them did not even know wha The company controls several theatres in Binghamton, N. Y., and Mr. Addison promptly proceeded to remedy the condition by issuing a bulletin to all employees. By all employees he does not merely mean the ushers and the cashier. The sheet goes to the musicians and stage hands, in facteveryone connected with any of the theatres, so that all may know about the attractions at all the houses, and not merely his own connection. Mr. Addison writes that it is already bringing results. We give a couple of samples, though his bulletin is issued for an entire month. Nov. 1-2-3— "SUNNY SIDE UP" Adapted from the novel "Sunny Ducrow." A comedy drama of a girl who wins out through her sunny disposition. With Vera Reynolds, Zasu Pitts, and Ethel Clayton. Nov. 4-5-6— "YOU NEVER KNOW WOMEN" A Paramount picture starring Florence Vidor with Clive Brook and Lowell Sherman. A romantic drama revolving around a Russian actress. With this bulletin he sent out a second sheet that might be useful to you. We give it entire. A LITTLE COMMON SENSE! Our theatres are operated for the benefit and convenience of our patrons. Without patrons there would be no theatre. These are simple facts easily understood. So then it behooves every man and woman employed here to remember this always, and to treat all patrons with courtesy and careful consideration. Any member of our force who lacks the intelligence to interpret the feeling of good will that this theatre holds towards its patrons cannot stay here very long. New customers are just as valuable to us as old customers. Remember that: For each new customer is an old customer in the making. See that you do your part to make him want to come back here, with his family and his friends. Impress upon him the fine good-fellowship of the place; the "No-trouble-to-help-you" spirit. Never be perky, pungent or fresh. The patrons pay your salary as well as mine. He is your immediate benefactor. Have everyone feel that for his money wo ^vant to give him more sincere attention than he ever received at any tlieatre. The employee who helps to follow these rules is never out of a job, nor does he escape the eye of the boss. Each member of our force is valuable to us only in proportion to his ability to serve his patrons. Snap judgment of men ofttimes are faulty. A man may wear a red necktie, a green vest and tan shoes, and still be a gentleman. The unpretentious man with the soft voice may possess the wealth of Croesus. The stranger in cowhide boots, broadrim and rusty black hat, may be president of a railroad or a senator from over the ridge. Tou canot afford to be superior or sullen with any patron of this theatre. I said so! It is the business of a good theatre to Binghamton Theatres Company read erence to the fact that many employees ng attractions. He did a little investilittle his staff knew of coming features, t stars would appear. cater to the public. It is the avowed business of the Binghamton Theatre to please the public more than any other theatre in the world. A theatre has just one thing to sell — tliut f>ne thing is amusement. The theatre that sells poor amusement is a poor theatre; the theatre that sells good amusement is a good theatre. It is the object of the Hinghamton Theatre to sell its patrons the very best of amusement in the world. BINGHAMTON THEATRE CO., IXC. His South Sea Lobby Qot Into the Papers Howard .\mos put up such an enticing South Sea Beach for Aloma at the Rex theatre, Sumter, S. C, that the newspaper gave him an elaborate write-up, which helped business not a little. A wagon load of sea sand, with a few rocks made the lobby floor over and a load of Spanish moss carried the idea up the walls and over the ceiling. A moon, made from a tin tub covered with blue tissue was more effective than it sounds and a dancing cutout from the 24-sheet gave the final touch. A novel shadow box was made by building the sand up around a shallow box over which was stretched a one sheet, made transparent, and lighted from below. A verj' effective box for general display could be made along the same lines. If the back is several inches higher than the front, it can be seen more readily. Free Telegrams to Endorse Fig Leaves Harold Cunningham, of the Strand theatre, Lowell, Mass., effected a fine hook-up with the Western Union on his showing of Fig Leaves. A uniformed messenger distributed blanks to patrons as they entered and the screen announced that patrons who enjoyed the picture so much that they wanted their friends to see it were at liberty to fill in the blanks and turn them in at the box office. Most of these messages were purely local, involving only delivery, and most of the remainder were to nearby towis, so the expense was not .great. The W. U. figured to get a profit through encouraging the use of the wire for local messages. A perambulating truck was loaded with apple boughs and the explanation that these were not fig leaves, but that there were plenty of fig leaves at the Strand. The largest food store made a tremendous drive on canned fig pudding, these tins being provided with special wrappers, iiooking in to the show. Two dry goods stores siiowed gown displays and a beauty shop .ijave free matinee tickets to all patrons who took an Olive Borden Bob. Business, very naturally, was well above the average. Saw Three Bad Men Each month the Omaha Xews gives a birthday party to all children born during that month, and there is considerable competition for the privilege of entertaining these parties because of the exploitation given the newspaper to the selected attraction. R. D. Goldberg captured the September party with Three Bad Men and showed the picture to a capacity morning matinee. A NEAT TENT EFFECT Planned by the Regent Theatre, Harris tent lobby and the street parade seem Circus release, starting with FOR A POLITE LOBBY burg, for Bigger Than Bamum's. The to be standard stunts for this F. B. O. the premiere at the Colony.