Exhibitors Herald (Jun-Dec 1917)

&M E X H I B R H R D HOFFMAN LAUDS BIG BUSINESS IDEAS; PANACEA FOR FILM INDUSTRY EVILS Cites Success of M. H. Hoffman, Inc., Under Leadership of George Backer, Prominent New York Contractor Identification of George Backer with the film industry is, in the opinion of M. H. Hoffman of M. H. Hoffman, Inc., a most encouraging sign. It is, he believes, the forerunner of big business methods in the industry. "The fact that the motion picture industry has begun to attract men who have gone far in other lines of business is a most encouraging sign," said Mr. Hoffman. "It proves, for one thing, the nearness of the introduction of business methods which are indispensable to progress and stability. "Right now, when for its welfare the motion picture industry most needs the strengthening, steady touch of men who instill, confidence, the entry of George Backer into the field means a very great deal. How much it already has meant is shown in the accomplishments of M. H. Hoffman, Inc., of which Mr. Backer is president, and the effect upon the industry as a whole resulting from upbuilding policies to which Mr. Backer is pledged. Hoffman Business Methods "Not quite six months old, M. H. Hoffman, Inc., occupies a position among distributing organizations which could scarcely have been gained without wisest planning and administration. . Its preeminent place among independent concerns reflects the application of business procedure as yet too little practiced in the motion picture field. "Merchandising methods similar to those to be found in institutions like United States Steel, National Cash Register, United Cigar Stores and American Telegraph & Telephone, have prevailed with M. H. Hoffman, Inc., since its inception. Existing practices in the motion picture industry, which have been frowned upon by the ablest men in it, have been put under the heel of this concern. "George Backer acquired his fortune through his own unaided efforts. His holdings are perhaps the most eloquent tribute to his industry, his capacity, his integrity." Backer's Building Career Mr. Hoffman was one of the first approached by Mr. Backer when the latter GEORGE BACKER Pres. M. H. Hoffman, Inc. determined to engage in the motion picture business. Mr. Hoffman became a large stockholder in the company and assumed its vice-presidency. Mr. Backer has an enviable reputation in the building industry of New York city. Among some of his noteworthy achievements in this line are the Chatham hotel and the Godfrey building, the only building in New York devoted exclusively to the film industry. DOLLVAN FILM CO. ENTERS FIELD WITH NOVEL PRESS SHEET Distributors Have Assistance of Advertising Experts in Preparing Aid to Exhibitors Convinced that not enough attention has been paid to the matter of providing the exhibitor with proper means of exploiting attractions, the Doll-Van Film Corporation, Chicago, with the aid of advertising experts, has issued a most comprehensive press sheet covering three of the company's productions. William S. Hart in "The Cold Deck"; Florence Reed, in "Today," and Robert Warwick, in "The Mad Lover," are the plays displayed. Advertising hints to the exhibitor are the predominating features of this handsome two-color affair printed on costly, heavy paper. "The crying need of the industry today," said D. M. Vandawalker, Jr., vicepresident of the company, "is not better pictures, for there are plenty of good pictures to go around, but for some means of letting the public know when one of the good pictures is to be shown. "My firm considers the exploitation the exhibitor gives the picture at least 75 per cent of the success of that picture, and for this reason we are spending hundreds of dollars preparing business-getting campaigns for the exhibitor as he is, as a rule, too busy to prepare the proper kind of advertising himself. We have called in the greatest advertising experts in the film business to make up our aids to the exhibitor and they are carefully and thoroughly practical." Dallas, Tex., Government Agent Bans Increased Admission Including Tax Theatre owners in Dallas, Tex., who have raised admission prices and have announced through their advertisements that the increase will include the war tax, have, according to reports, come under the ban of the federal authorities in that city. This, as far as could be ascertained, is the first instance where the government has made a ruling in this connection. The ruling, if it receives the endorsement of the head of the department of internal revenue at Washington, will be far reaching in its effect. Following the imposition of the war tax, thousands of motion picture theatres throughout the United States boosted admission prices fivj cents, the increase to include the war tax. The deputy collector of Dallas in a ruling made this week, notified the theatres of that city that the government would not tolerate this in the future. The government official declared that the authorities will insist that every show advertise the exact amount charged for admission and the war tax in addition, for the benefit of the public so that patrons paying admission to the theatre may know just how much . of the charge is being paid to the government and how much goes into the exhibitor's pocket. SCENES OF FORTHCOMING GOLDWYN FILMS LEFT — MAE MARSH AND SUPPORT IN "THE CINDERELLA MAN." CENTER — MADGE KENNEDY IN "OH, MARY. BE CAREFUL." RIGHT— A SCENE FROM "THAIS" WITH MARY GARDEN. (Goldwyn.) 26