Exhibitor's Trade Review (Mar-May 1925)

April 4, 1925 Page 32 Exhibitors Urged to "Give More Thought to Music" May 3-9 Educational Buys Studio E. W. Hammons, President of Educational Film Exchanges, Inc., announces that he has purchased, in the interest of the several units producing comedies for the Educational Program, the studios previously occupied by the Principal Pictures Corporation, located on Santa Monica Boulevard, Los Angeles. The property adjpins the studios now occupied by the Pickford-F'airbanks studio and is one of the most up-todate studios on the West Coast. Mr. Charles Christie, of the Christie Film Company is also financially interested in this transaction. Before the start of the next producing season approximately $85,000 will be spent on further improvements on the existing studios and in the erection of several new stages. TORNADO NEWS WINS PRAISE FOR PATHE As a result of the rapid and complete service given exhibitors of Pathe News on the tornado disaster in the Middle West last week, the Pathe Home Office has been deluged with telegrams of congratulations. The messages were all unsolicited and come •direct from the exhibitors who received the service. Chicago was the center of distribution for the Pathe News organization in the West and Middle West while the East was served from New York. Negatives taken by the three Pathe News cameramen at the scenes of the storm-swept area were immediately dispatched to Chicago for development and printing. In a few hours after their arrival 115 prints were being rushed to theatres throughout the Middle West. The following telegram is typical of the many rece.ved from exhibitors : "Any news reel that can make it possible to show motion pictures on the screen before stills appear in wide awake up to the minute news aditions on a news item of widespread interest is certainly deservingof the warmest praise. Tour pictures of the Illinois tornado delivered to our theatres in record breaking time was received with gasps of amazement by our audiences. More power to Pathe News. — Harrv Ascher, Secy. Ascher Bros., Inc. 9:21 a. m., March 21st." INTERNATIONAL NEWS SERVICE ACCLAIMED An unusual narrative of news reel enterprise is included in the facts surrounding the efforts of the International News Reel Corporation to get and rush to the screens of the nation, pictures taken in the devastated area of Southern Illinois and adjacent States struck by last week's tornado. International's almost super-human efforts were rewarded, as that company reached the Broadway screens with its pictures Friday afternoon, well ahead of other newsreels and in an incredibly short time, considering transportation conditions in the tornado zone. International News Reel picture of the tornado, by the ingenuity of International's Chicago representatives and that of Universal agents along the route, reached California Sunday, almost a day ahead of any other tornado news reel pictures. The tornado swept across the Central States Wednesday afternoon, March 18th. Early Thursday morning, Norman Alley, International's Chicago representative, chartered an aeroplane and flew down to the wrecked zone. Excellent aeroplane shots were made over the debris strewn towns and cities, and several landings were made so that closeups could be made. Then the plane speeded back to Chicago National Music Week Committee Points Out How Exhibitors Can Increase Patronage A greater year-round use of the best music in the programs of many motion picture houses was one of the results of the first National Music Week, which was celebrated last May. Because of the success of 800 Music Weeks throughout the country last spring, it is estimated by the National organization that the picture houses will play a leading part in the second observance, May 3-9. The National Music Weeks Committee announces it has been found that such action is a wise business move because it not only increases the exhibitor's business during the actual week of the celebration but opens up to him a new clientele throughout the year. The committee is facilitating such participation through a pamphlet, "Music Week In the Motion Picture Houses." This informational booklet is obtainable without charge from the headquarters of the committee at 45 West 45th Street. New York City. The folder is being distributed among exhibitors by the New York Music Week Committee^ and also by the national distributors and Dy the associations of exhibitors. Exhibitors are urged to applv a slogan of National Music Week, "Give More Thought to Music," to the effect that their patrons are to give more thought to the music that is offered to them with their motion picture bill-of-fare. Those houses which are already putting on intense musical programs weekly may well remind their audiences of the important part that music plays in their program, says the committee. "It might be well," it explains, "for the managements of the larger picture theatres to announce on the screen the amount which the house has spent during the year for its musical features. Where an orchestra and soloists are employed, these figures will surely be imposing. "Cooperation between the exhibitor and the local Music Week committee is also recommended. In the average-sized ci+y that is without the musical resources of the metropolis, it may be possible for the manager through the local committee, to present during the National Music Week, May 3-9, the best artists which the town affords. The public response to these features is expected to encourage the manager to make them a permanent part of his institution. "Testimony as to the business-compelling power of good music in the picture program is furnished in the pamphlet by the statements of such leading exhibitors as S. A. Rothafel and Hugo Reisenfeld of New York. "It is recommended that the exhibitor who is interested in the matter first ascertain whether there is a Music Week committee in his town. The team work between the committee and the exhibitor will be mutually beneficial. The manager's service will be mostly that of extending to the committee the courtesies of his theatre — both in the form of publicity and of actual use of the house. The former cooperation will consist of advance announcements of the approach of Music Week — from the screen, in printed programs, in the lobby, on the theatre billboards and in its newspaper advertising. In this work the theatres are u+ilizing the official National Music Week announcement slide to be obtained from the National Music Week Committee." A suitable feature suggested for Music Week is *he showing of one or more of the numerous films on musical subjects. Ex tended lists of these are given in the pamphlet. Another strong recommendation is that the exhibitor utilize the aid of community singing to make his patrons feel a part of the institution. For the developing of this activity, an explanatory booklet, "Community Singing," may be obtained from the National Committee. Leaders for the singing are to be obtained through the local committee. It may be introduced both through the special films prepared for the purpose and with song slides. When once the singing has been effectively introduced, its welcome by the public may encourage the manager to retain it .in his schedule, at least as an occasional feature. New Signatures to Warner Bros. Contracts With their 1925-26 season fairly well launched this week, Warner Bros, announce the engagement of several more persons who will be attached to their Hollywood studio. One of the most important engagements is that of Gayne Whitman, for the past four years leading man at the Morosco Theatre, Los Angeles. Mr. Whitman was signed for a term of years. Whitman is following the footsteps of Douglas McLean, David Butler, Richard Dix, Warner Baxter and a score of others who have graduated from the Los Angeles playhouse to the screen with much success. Some years ago Whitman was a member of the old Thos. H. Ince stock company at the time they were making one, two and four reel features. He was later with Vitagraph, playing with such stars as Lenore Ulric and Corinne Griffith, so that picture work is by no means a novelty to him. The Warners have had their eye on Whitman for some time. He begins work at the studio at the conclusion of "Sweet Sixteen," the current show at the Morosco. All doubts about Louise Fazenda's future were settled this week when the Warners renewed her contract for a period of several years. Miss Fazenda is one of the most popular players on the Coast, and when not working at her home studio is much sought after by other companies. She had thirteen pictures to her credit last year. Alan Crosland, who directed Elmer Rubens for Cosmopolitan, has been engaged to direct one picture which is to be a big feature. This is the Success Magazine story "Why Girls Go Back Home," which will feature Marie Prevost. The scenario is being done by C. Gardiner Sullivan. Further signatures to long term contracts this week were Director Ray DeL Ruth and Scenarist Charles Logue. Mr. De Ruth had been engaged to direct one picture, "Eve's Lover," featuring Irene Rich and Bert Lytell, He made such a good job of it that Warners have obtained his exclusive services for a number of years. The same is true of Charles Logue, an old New York World man, who sprang into prominence as a screen writer when he did Ambassador Girard's "My Four Years in Germany." Logue was engaged to write "Below the Line," the next picture Warners will make with Rin Tin Tin, and did it so well he was immediately signed.