Exhibitors Herald (Jun-Dec 1917)

X H I B I O R H R D rights features and in this connection an unreserved guarantee of the reliability of these reports can be given. The Outlook TT rHILE accurate conclusions cannot be deduced * * at this time it is evident from reports from widely scattered sources that at the outset the war tax has not to any considerable extent affected attendance at motion picture theaters. This should not, however, be interpreted to mean that exhibitors everywhere are not shouldering a heavy burden as a result of the war tax. Heroic efforts have been undertaken in many places to keep up the attendance and this probably accounts for the good result to date. But even with the large attendance there is no indication that the war tax has not already begun to cut heavily into the profits of exhibitors, for in many instances exhibitors are paying the war tax in addition to the footage, or reel tax which many exchanges have imposed. Stage theaters, from reliable reports, have suffered a serious set-back since the inauguration of the war tax. This is taken by many to mean that eventually the same fate will overtake picture theaters. It is our opinion that picture theaters will not be affected adversely by wartime conditions. In England and in Canada during the period of the war the cinema has been very popular and it is reasonable to expect that our own experience will be similar. But regardless of the attendance taxation requirements may make the earning of former profits quite difficult. Yet there can be no justifiable grounds for complaint as long as attendance does not suffer and there is a chance of passing the main burden of the tax on to the public. T? C. GUNNING, conductor of "The Bradstreet • of Filmdom," in a recent issue, advances an idea thoroughly worthy of consideration. In his typical Broadwayese jargon he heads the article, "Don't tie up with any brand on advertising ; plug your own theater." This is excellent advice and in cases where such a policy is not being followed the exhibitor may some day be given an opportunity to reflect on the wasted effort of popularizing a brand only to see it transferred to the "opposition." MARTIN J. QUIGLEY. SUMMARY OF CURRENT ISSUE NEWS OF THE WEEK Film Distributors Defend Stand on Reel Tax 15 Maryland Exhibitors to Make Censorship a Political Issue 15 Paramount Rental Scheme Hit by New Jersey Men 15 Pettijohn Urges Exhibitors to Prepare for Slump and Fight High Lost of Stars 16 Seelye Is Dropped by Pathe Exchange 16 Goldwyn Optimistic on Tax Situation 16 Michigan Exhibitors in Campaign to Strengthen State Association 17 Arthur James Drops A. M. P. A 17 Rockv Mountain Exhibitors Pass Resolution Protesting 15 Cents a Reel -War Tax 18 Brenon Completes "Empty Pockets" Film; Starts "Passing of Third Floor Back" 18 Allen Film Corporation Gets "The Warrior" Film for Illinois, Michigan, Iowa and Nebraska 19 J. F. Skerrett Dies in New York City 19 The Gordons, Independent Distributors, Obtain U. S. Exhibitors Booking Corporation Films 20 Mrs. John R. F'reuler Dies in Milwaukee 20 Ordinance to Unseat Funkhouser Up Soon; City Council to Consider Steffen Measure 21 Wni. A. Brady Appears in "The Volunteer," a War Play Starring Little Madge Evans 21 H. Brenon Film Corporation Opens Canadian Office 21 Mutual Film Corporation in $400,000 Suit; N. Y. Motion Picture Corporation Defendant 22 U. S. Exhibitors Corporation Gets Ince Film, "Those Who Pay," As Its Second Feature 22 New Chicago Theatres Monuments to the Industry 23 Mutual's Subsidiary Corporations Declare Important Dividends and Stock Redemptions 32 M. P. Exposition Posters Chosen 32 Twelve Universal Companies Producing Comedies and Dramas at Coast Plants 34 Charlotte, World's Champion Woman Skater, Completes First Commonwealth Picture 34 Exhibitors Anxious to Book New Serial Besiege M. H. Hoffman, Inc., Distributors 36 Exhibitors and Associations Send Commendations to Mutual Corporation 38 "The Heart of a Lion," Starring Win. Farnum, and "Rose of Blood," with Thcda Bara, Coming 44 REVIEWS "Snap Judgment," Arc. -Mutual C-D, Five Parts, with Wm. Russell 25 "France in Arms," Pathe War Film, Five Parts 25 "Please Help Emily," Empire-Mutual C-D, Five Parts, with Ann Murdock 25 "The Adventures of Carol," World D, Five Parts, with Madge Evans 26 "When a Man Sees Red," Fox D, Seven Parts, with Wm. Farnum 26 "Miss U. S. A.," Fox D, Five Parts, with June Caprice 26 "Reaching for the Moon," Artcraft C-D, Five Parts, with Douglas Fairbanks 26 "The Zeppelin's Last Raid." Ince-U. S. Exhibitors D, Seven Parts, with Enid Markey 27 "The Kill-Joy," Essanay-Perfection C-D, Five Parts, with Mary McAlister 27 "The Medicine Man," Triangle D, Five Parts, with Roy Stewart 27 "The Fringe of Societv," Backer-Hoffman D, Seven Parts, with Ruth Roland 27 "Auntie's Triumph," Film D'Art C, Two Parts 28 "Her Bargain," MacLaren D, six parts, with Mary MacLaren... 28 "Up or Down," Triangle C-D, Five Parts, with Geo. Hernandez 28 "Outwitted," Metro D, Five Parts, with Emily Stevens 28 "The Savage," Bluebird D, Five Parts, with Monroe Salisbury... 29 "The Little Princess," Artcraft C-D, Five Parts, with Mary Pickford 29 "The Cricket." Butterfly C-D, Five Parts, with Zoe Rae 29 "Cousins," Film D'Art C, Two Parts 29 DEPARTMENTS "Over the Top" 2* The Periscope 31 The Film Stock Market 33 Official Cut-Outs by Chicago Censors 33 At Down-Town Chicago Theatres 33 Synopses of Current Publications 35-36 Chicago Trade Events 37 Canadian Film News 38 The Open Market 39-40 Calendar of Program Publications 41-42 The American Exhibitor 43 Accessory News Notes 43 New Theatres 48 14