Exhibitors Herald (Sep-Dec 1918)

Exhibitor Screens Big Picture With Street as Theatre Allowed to Rope Off Block And Does a Record Business Many spectacular exploitation stunts have been employed by exhibitors who have played the Goldwyn patriotic production, "For the Freedom of the World." The latest and one of the best plans was successfully carried out by Ben Brown, manager of the Opera House at Yreka, Cal. Enlisting the co-operation of city officials and the fire department and screening the picture in the center of the town's main thoroughfare was Mr. Brown's idea. The novelty of the plan and its sensationalism registered a big hit and Manager Brown accumulated record profits and an over-night reputation as a "live wire." Mr. Brown attended a private showing of "For the Freedom of the World" and was so impressed that he decided his theatre was not large enough to hold the crowds that would want to see the production. Accordingly, he appealed to municipal authorities and obtained their permission to rope off an entire block of the main business and shopping district. Chairs were brought in from every available source and arranged from one side of the street to the other. As an advance exploitation stunt, Mr. Brown enlisted the co-operation of the fire department, the firemen rushing into action on the day the picture was shown, attracting a large crowd to the scene. The firemen turned loose a hose ful\ force and drenched the chairs thoroughly, thereby assuring a dustless evening of entertainment. Word that there was to be a big openair exhibition spread rapidly and the residents of Yreka and nearby towns turned out several thousand strong. Rochester Exhibitor Gets Many Peach Pits ROCHESTER, N. Y. — Peach pits were accepted in lieu of money for admission to matinees at Fay's Theatre for a week, with the result that Manager Charles F. Sarr obtained three barrels of stones to turn over to Uncle Sam for the manufacture of carbon for gas masks. Ten pits were necessary to obtain a ticket, and the same ratio held good indefinitely; that is, twenty pits entitled the owner to two tickets, thirty to three, and so on. The scheme was not made necessary to boost attendance, for the house has been having prosperous matinees lately, but was solely the result of a patriotic desire to help the government. MADALINE TRAVERSE, Who Will Be Starred by William Fox in Excel Pictures. Elgin Exhibitor Quits Newspaper Job to Give Entire Time to Theatre ELGIN, ILL. — Ralph W. Crocker, owner and manager of the Star Theatre, and also office manager and cashier of the Courier Publishing Company, has resigned the latter position to devote his entire time to the theatre. Mr. Crocker has been with the Courier company for four years, and his withdrawal there has caused much regret, but all are glad to know that in leaving he is bettering himself. Mr. Crocker acquired the Star about three years ago and, under aggressive management, the attendance immediately picked up. Since that time it has grown untif it became imperative that he give the house his undivided attention. Mr. Crocker is now planning to increase the Star's seating capacity as soon as possible in anticipation of further increased business. Exhibitors Join Hands To Keep Down Rentals ANDERSON, IND.— At a meeting of owners of the various theatres an organization was formed which will be known as the Exhibitors' League of Anderson. The following officers were elected: F. G. Heller, president; J. J. Ryan, vice-president; Dode Fitzgerald, secretary and treasurer. The motto adopted is "A Square Deal for All." It is claimed by the exhibitors that prices of films are increasing daily, and that unless some kind of an organization is formed whereby the film service can be held down, admission prices will have to be raised. First National Men Of Ohio Hold First Annual Convention CLEVELAND, O.— The first annual convention of the Ohio members of the First National Exhibitors Circuit was concluded here, with the election of officers as follows: President and treasurer — Emanuel Mandelbaum, Cleveland. Vice-president — A. Freedman, Cleveland. Secretary and general manager — W. E. Lusk, Cleveland. Directors — C. A. Barbien, Akron; C. A. Smith, Chillicothe; I. Libson, Cincinnati; President Mandelbaum, Vice-President Freedman and Secretary Lusk. The convention was held at the Hotel Winton September 17 and 18 and was attended by 150 exhibitors and film men. On the evening of the second day a banquet was given. The speakers were Judge W. C. Keough, President Mandelbaum, George Schade of Sandusky, C. A. Barbian, C. A. Smith, and John Kunsky of Detroit. Henry Lustig of Cleveland, president of the Exhibitors League of Northern Ohio, was the toastmaster. Minneapolis Film Man Answers Gall to Colors MINNEAPOLIS.— George A. Rogers, manager of the United Theatre Equipment Corporation's office here, has joined the colors. He has been succeeded by O. H. Dutton. Mr. Dutton has established a projection school for operators and others interested in projection, giving instruction to all who are interested after business hours. The office is now located in the Produce Exchange Building, having moved from 16 North Seventh street. Seek Sunday Opening In Suburb of Detroit DETROIT, MICH— The proprietors of the three motion picture theatres in Highland Park are circulating a petition for the repeal of the ordinance prohibiting the opening of theatres on Sundays. The petition, to be valid, must carry the names of 25 per cent of the registered voters, and the indications are that these will be easily obtained. It will be presented to the council soon and submitted to the voters at the November election. New William Fox House Opens at Newark, N. J. NEWARK, N. J.— The New American Theatre, erected by William Fox at Clinton and Peshine avenues, was opened to the public September 28. The house has a seating capacity of 1,100 and is up-to-date in its equipment, including a large pipe organ. Three programs will be presented each week. 45