Reel Life (1916-1917)

“MOST IMPORTANT BUSINESS” Famous editor's opin¬ ion on the exhibitor's duty to his patrons. Gardiner Mack, noted photoplay editor of the Washington Times of Washington, D. C., addresses the motion picture exhibitors in this issue of Reel Life, on his view of the motion picture theater, its duty and opportunities. Mr. Gardiner enlarges upon the fact that the motion picture exhibitor did not make the production, nor did the producer make the picture, but motion pictures made both the producer and the exhibitor. He has some good publicity advice. BY GARDINER MACK NTEREST the community in your theater and the newspaper will be interested in it by force of circum¬ stances. That is the very best way an exhibitor can go about securing the co-operation of his home newspaper in building up his theater. Go about the business of conducting your theater as you would go about the work of conducting any legiti¬ mate commercial enterprise— -but remember all the time that the commercial element must always be submerged in the appearance, at least, of artistic effort. One of the reasons that newspapers have shown so little interest in the business of the individual exhibitor is found in the fact that the exhibitor took little interest in it him¬ self. It has been my experience that a large proportion of the exhibitors— until recently at least — have had what I might call a speculative interest in their motion picture enterprise. They have assumed the responsibility of cater¬ ing to the amusement loving public, an amusement hungry public, as a side line and not as a real business. I am one of those cranks who believes that the business of amusing the public is just about the most important busi¬ ness there is in the world. And that the responsibilities that devolve on the man who caters to the desire for amusement are the most exacting. I believe that the influence of the theater is the most far reaching influence that is exerted upon the people. It necessarily follows, therefore, that the man who as¬ sumes these responsibilities will not only be a man who realizes exactly what they are but will try to meet them in the same serious spirit that actuates the doctor, the lawyer, the clergyman and the editor — each of whom appeals to the intellectual side of his clientele rather than the physical, as does the merchant or the public service corporation head, — and none of whom, to my way of thinking, has quite so large a clientele or as sure a way of appealing to it as the theater owner. To such a man it is not only valuable but it is absolutely essential to the success of his enterprise that he have the support and co-operation of the newspaper. The news¬ paper represents the public, it is the mouthpiece of the pub¬ lic as a whole or in any part in which it might divide itself, to the other parts or the remainder of the whole. The theater owner, therefore, would help greatly in inter¬ esting his community in his theater if he devoted much of his time to interesting the editor of his paper in it. He would help himself and help the public if he would try to co-ordinate his ideas of practice with the theory of what the public wants that is based on the experience of the newspaper man. This is neither difficult to do or impossible of accomplish¬ ment. The newspaper editor wants to know all the things that are being done to interest the public because it is his business to give such things publicity. In preparing matter for newspapers it is well for the ex¬ hibitor to bear in mind that a plain statement of his facts will gain him greater attention and more consistent results than a flowery description. An artist once said that the greatest picture has never been painted. And the theater owner might remember that Mary Miles Minter has never acted her greatest play — despite the statements of exhib¬ itors to the contrary each time Mary Miles Minter appears in a new play. Likewise Mary Miles Minter isn’t the dain¬ tiest, most vivacious, most alluring figure on the screen. She may -be one of these — but all of the public doesn’t like blondes, or young girls, and the exhibitor is preparing his statement for the whole public. A fairly large book could be written as to what the ex¬ hibitor should or should not do to enlist the aid of the news¬ paper in building up his business. But the main principle to observe is that stated in the beginning — Interest the com¬ munity in your theater. And if your theater is worthy of the interest of your community, if you make an institution of it, the newspaper will not overlook the chance to get more readers, and more constant readers by printing a bit about you and your enterprises every day or two. But please remember this — the exhibitors did not make motion pictures. Nor did the producers make motion pic¬ tures. It was always the motion picture that made the ex¬ hibitor, and the producer. What both want to do is to strive to be as big as their business. * * * Mayor george p. LUNN of Schenectady, New York, ex-minister and congressman-elect, is a staunch friend of motion pic¬ tures. In speaking of the judi¬ cial decision regarding the clos¬ ing of motion picture theaters on Sunday, Mayor Lunn spoke in part as follows : “I am firmly convinced that the greater majority of the peo¬ ple of Schenectady are in favor of motion pictures on Sunday. “New York State now has two decisions from the Appel¬ late division of the Supreme Court — one declaring that Sunday pictures are legal and the other that they are illegal. The latter is authority for Schenectady and for that reason we must be governed by their decision. “Personally I am absolutely convinced that Sunday pictures, such as have been displayed in this city, have been of decided good for our people. “There is no doubt in my mind but that this law should and will be changed so that the great good that is pos¬ sible through the motion pictures can be utilized on Sundays.” REEL LIFE — Page Nine