The Moving picture world (November 1926-December 1926)

December 18, 1926 MOVING PICTURE WORLD 479 Handles Featmre Length Pictures Tliat Lack Story Valee Eric T. Clark, General Manag-er of the Eastman Theatre at Rochester, N. Y., Introduces Novel Plan by Showing Scenic Attractions Separately ^j^OREMOST among the problems o Ij the public and feature length film to the unusual and important see drama such as "The Last Laugh." Ma classes, feeling that the efifort put int "The Last Laugh," "Moana" and mor be better expended upon more readil presentation of such subjects will giv they fear, often from past experience, t Eric T. Clark, general manager of the Eastman Theatre, Rochester, N. Y., has found a new and proved practicable way of putting these pictures over. It was done in an annex to the Eastman Theatre itself, but what was done in Kilbourn Hall can be done f the live exhibitor is getting over to without a story. For that matter, add nic a certain type of advanced photony managers are afraid to book in both o the exploitation of such stories as e recently "Alaskan Adventures" would y salable product. They know that the e dignity and tone to the house, but hat the record will fairly drip red ink. in any regular theatre. "The idea came to us," says Mr. Clarke, "after we experienced difficulty in placing picture like 'The Last Laugh,' 'Moana' and 'Grass.' Our experience in presenting the American premiere of 'Siegfried' in Kilbourn Hall, the auditorium of the Eastman School of Music, which adjoins the Easfnian Theatre, was both enlightening and profitable and when 'Alaskan Adventures' came along we decided to begin with it a series of presentations of pictures that do not ordinarily appeal to the average theatre management for general showing. Expected to Lose "All the old-time theatre people prophesied, that we would die with a scenic and particularly when offered at double the Eastman Theatre prices. Frankly we expected to take a loss. With 'Alaskan Adventures' as running mate we placed 'The Treasure.' a short German-made drama. "In offering this program we frankly told the public that we were appealing to a small minority. An invitation to the Movie Minority' was the heading of a special folder which we issued and in which we stressed the statement that these were pictures for a 'discriminating audience.' "We wanted to prepare those who might come and see a lot of empty seats to accept that situation and to congratulate themselves for a keener sense of discrimination rather than to consider the project a dismal failure. Opening two days before Thanksgiving we drew just about one-half capacity. Thanksgiving Day brought in 80 per cent, of capacity and the Friday following saw both performances sold out. Saturday the last day of the run, again saw a sold-out matinee and a near-capacity evening. We believe it could have played at least two days longer Scenes for Pathe's "Songs of Scotland." The N25 flies over King's Bay the Amundsen polar flight. Pictured for Pathe. and to capacity business, had Kilbourn Hall been available. Beginning modestly the audiences increased in size, indicating that the special public which we sought had been reached and that those attracted by our frank appeal liked the type of offering which we gave them. From this experience we may fairly draw three conclusions : "First : That there is a distinct public for this class of entertainment. "Second : That this public can pay better than ordinary movie prices. "Third : That this public can be attracted without our feeling any depression in movie attendance at the other houses. "Our policy for the time being in presenting this type of program is to try to find our public rather than to organize any special group of enthusiasts. We do this because we don't know just what this public is, who it comprises, or how many. "Through our concert lists, which include subscribers to the symphony programs of the Rochester Philharmonic, we are in touch with a wider range of public than most organizations and we are finding out about this public in a way that we could not do if we formed a guild of sponsors as the basis of our audiences. "Of course, a guild would reduce our self ing expense (publicity), but we believe it wiser to spend the money for publicity now on the chance that we may develop a still larger audience. This means that for the time being we can present only those pictures which warrant a minimum run of eight performances. Such a policy still rules out some good pictures which we have seen, but we cannot reasonably expect, right at the start, to include all worthy presentations. We feel, however, with this experience behind us, we may well claim to be on our way to the establishment of a special public that will be sufficient in numbers to make it financially safe to offer most any picture of real artistic merit, regardless of how limited may be its general appeal.'' Putting it briefly, Mr. Clark merely appeals to the pride of a community to offset the purely theoretical prejudice against the non-fiction type of feature picture, and s,»!!s largely on the verbal advertising of those who first come and find the picture well worth while.