Exhibitors Herald (Sep-Dec 1918)

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EXHIBITORS HERALD AND MOTOGRAPHY jmiiiiiiiiiiiimmiiiimiiiiiiiiiimiiiiiiiiiii^ | SUCCESS! 1 E A Story of a Printer Who Be E E came a Leading Theatre E E Manager E ยป 1 1 1 1 1 1 I I 1 1 1 1 1 1 1 VI 111 1 1 1 1 1 1 1 11 1 1 11 1 III I III II 1 1 1 1 I I 1 1 1 lH OMAHA, NEB.โ€” Suppose that you were a printer by trade โ€” without much of a chance to break into anything but a type case, and you got a hunch that you could make good in a big way in the theatre game โ€” what would you do? A. G. Stolde, who has just arrived in Omaha to take the management of the Strand Theatre, was a printer at Waterloo, la., a few years ago. He had dreams and ambitions for other things, and becoming interested in the motion picture business in a short while secured an opening at Vinton, where he made good as manager. When a little later he was offered a larger house in a neighboring city he turned down the opportunity, stating that he wished to stay where he was until he had mastered the game at that angle. Soon the Strand Theatre at Cedar Rapids, one of the finest theatres in the state, opened its doors and a short time afterwards closed them again on stock shows, and the directors decided to turn the house over to pictures. They found young Stolde, who was just beginning to show the people of Vinton what a real live showman looked like. He made good in Cedar Rapids. Soon men in the picture game throughout the central states knew of A. G. Stolde and his work in Cedar Rapids. Many overtures were made to the young man, but not until the big picture, "Hearts of the World," was made did any one succeed in weaning him away. He left Cedar Rapids to take one of the "Hearts of the World" shows on the road for D. W. Griffith. But old man "influenza" stepped in and closed up the theatres of the country. A. H. Blank had been watching the young man's work and secured his services for the Strand Theatre of this city. H. M. Thomas, who has been in charge of the Strand, now is manager of the Rialto, the other Blank house here, and August Hermann, who was assistant manager of the Strand, has gone as nssistant manager of the Rialto. Mr. Thomas still retains his post as secretary of the Strand Theatre company. Pathe Inaugurates Extensive Campaign For "Lightning Raider" In an effort to make its forthcoming 1'earl White serial, "The Lightning Raider," the most successful in its long list of serial releases Pathe Exchange, Inc., announces that it will start on Dec. 28 an extensive advertising campaign in America's greatest advertising medium, The Saturday Evening Post. The first advertisement which will precede the publication of the first episode of "The Lightning Raider" by about a week will be a double page display. This will be the first instance on record of a serial being advertised in this famous publications, which admittedly has more readers than any other weekly. Pathe executives hope by this campaign to greatly increase the already enormous army of srial fans throughout the country. That it will furnish readv-madc audiences for "The Lightning Raider" with its famous star. Pearl White, goes almost without saying. Following the first ad will be a complete double page display on "The Lightning Raider" in The Saturday Evenini Post's issue of Jan. 4, one day before it . date of the first episode. A peculiar innovation and one that will certainly rc bound to Pathe's credit wtih exhibitors will be introduced with the advertisement of Jan. 4. A coupon will be incorported in the ad which when clipned and presented to the nearest picture theatre will entitle the holder to an autographed photograph of Miss White. Pathe will furnish these photograohs to exhibitors who book "The Lightning Raider" and it is a service feature which should increase business enormously. In addition to The Saturday Evening Post campaign the new Pearl White serial will be backed by one of the widest bill posting campaigns ever put on the boards. The new Pearl White posters are declared to be the finest ever produced by the Pathe poster department and the showing has been arranged after weeks of study on the part of the firm's advertising department. Every state in the country will be covered and special attention will be paid to posting the central points, where thev will do exhibitors the most good. Weather conditions have also been closelv watched in arranging the display and heavier billing placed in sections where the absence of ice and snow will allow people to go about more freely and look at the billboards Famous Players-Lasky Renovate All Films The Famous Players-Lasky Corporation has completed a new system of repair and renovation of films which, it is expected, will take care of the problems, particularly of the small town exhibitor. For some months a plan conceived by Charles C. Burr, assistant general manager. Department of Distribution, has been formulated and is now in operation whereby exhibitors, even in the smallest towns, receive prints in first class condition. The direct supervision of the new system will fall to Mr. Burr, with Hector Streyckmans in charge of the technical workings of the plan. In connection with this new work, Mr. Burr said: "Better service to the exhibitor in small as well as large communities is the constant objective of the Famous Players-Lasky Corporation. Our new system of repair and renovation of film is unlike anything heretofore attempted in the motion picture industry. "Since the beginning of the business, the small town exhibitor has been handicapped with films that were in poor condition. His patrons in many instances were of high class suburban sections and discriminating in the selection of their entertainment. Our tremendous national advertising campaign has reached every city and hamlet. The wise exhibitor knows he must adopt a policy of 'the public be pleased' all the time and yet because Paramount and Artcraft pictures were in such great demand comparatively, heretofore when the prints worked ciown to towns of 3,000 population we were at a disadvantage because the revenue to be obtained would not pay the cost of a new print. With the new system in operation, including various mechanical innovations, we can repair and renovate, replacing parts, re-issuing as it were, a print as good as new." ATTRACTIVE THREE, SIX AND TWENTY-FOUR SHEETS TO BE USED IN A COUNTRY-WIDE BILLBOARD CAMPAIGN FOR THE NEW PATHE SERIAL, ' THE LIGHTNING RAIDER," STARRING PEARL WHITE. THE I Tl 38