Exhibitors Herald (Mar-Jun 1919)

EXHIBITORS HERALD AND MOTOGRAPHY Exhibitors W rite 'Herald' on Advertising Value In an article in the April 26 issue of the HERALD, Robert Lieber, president of the First National Exhibitors Circuit, Inc., in discussing the subject of trade paper advertising endorsed the policy of the Circuit in confining its advertising to the five recognized publications devoted exclusively to the motion picture trade. Mr. Lieber' s article evoked wide response from exhibitors. Communications indicating the attitude of oar correspondents on the subject are printed beloiv : Milwaukee Man's Idea To Exhibitors Herald & Motography : — I agree absolutely with the restricted advertising practices of First National Exhibitors' Circuit as it was voiced by Robert Lieber, president of the Circuit, in your issue of April 26th, that five journals are sufficient in which to advertise. This is because the average exhibitor does not get much time to read more than two, sometimes three, and I think that if the producer would take that additional money and put it into production, the results would be much better all the way 'round. Right now, a producer, when he puts out a picture and the picture is not up to the usual standard, might feel that it is compulsory in order to put the picture over to give some of the smaller publications advertising so that they won't hammer his particular picture; therefore, I don't believe that a producer should be forced to advertise more than usual, because if he has a good picture, the picture will practically speak for itself. In other words, when we have a picture that pleases and goes over very well with tis, there is very little time lost amoflg the exhibitors to find out what that particular picture did, and the "mouth to mouth" advertising from the exhibitor to a fellow exhibitor does more to sell a picture than pages of trade journal advertising. Take, for instance, Anita Stewart in "Virtuous Wives." So far as the local exhibitors were concerned, all they needed was just a mere announcement in the trade journals. The picture broke all house records for us, and we did not hesitate to tell the exhibitor the merits of that particular picture, and the answer was that they had record bookings on it and did a record breaking business on it. I am a very firm believer in advertising, and always try to advertise to the limit. Formerly we had seven daily newspapers to contend with, which meant that if we carried full copy in all seven there would necessarily be a great deal of duplication. This same idea would apply in trade journal advertising. Selecting the five publications, I think is a move in the right direction, and while there is bound to be some duplication, T feel that they have absolutely covered the field thoroughly. We receive journals from time to time for which we have never subscribed. A great many of these are never opened but find the waste basket immediately. No doubt, some of these same journals which are thrown away unopened claim a large circulation, and perhaps represent io the producer that such is the case, when in reality they have no circulation at all. I think what the exhibitor wants more than anything else is honest criticism on productions th^t are not influenced by the amount of advertising that the producer does, and the journal that will give the exhibitor that honest criticism, is the one that is going to win out in the long run, and that is the trade paper that will have the bonafide circulation, which is what the producer really wants. Very truly yours, George Fischer, Manager, Alhambra Theatre, Milwaukee, Wis. A Word From Michigan To Exhibitors Herald & Motography : — There's an old saying that "In union there is strength." Although I'm the Biggest Little Theatre in Jackson, still I teel that a few words on my part in reference to First National Exhibitors' Circuit Trade Journal advertising policy will not go amiss and when grouped with the other opinions you undoubtedly will receive will be a stronger endorsement for the stand the First National has taken to eliminate a waste of good money in unprofitable advertising. Mr. Robert Lieber, president of First National, said something in your issue of April 26th when he declared that any exhibitor who cannot be reached by advertising in one of the five mediums depending entirely upon the industry for support is a man not sufficiently interested in the business to value it worth while to try to advertise to him in any medium. When an exhibitor puts over a picture and brings the crowd he is bound to increase the value of that picture in other communities, for good news travels fast and a picture that is going over big travels like wildfire. If a picture is a good one, why not give the exhibitor a chance by giving him advertising cooperation? If this is done, the average exhibitor will be willing to pay even a little more to get some live wire advertising into the local field. Yes, I think that five trade journals should cover the field like a blanket, in fact, two or three could do it most satisfactorily. The average exhibitor does not go outside such reliable journals as The Exhibitors Herald & Motography, the Trade Review, The World and the News and maybe one other for the information he is seeking about a picture. He relies on the criticism of these publications. I am a great believer in strictly motion picture publications as a source of reliable news about coming motion picture events. Those who think that, by advertising in magazines and periodicals with nothing more than motion picture departments, they are helping the exhibitor with this class of genera! publicity are wrong. Exhibitors don't read them. I know it. Through local advertising I have benefited most directlv and I think that in making this stand, the First National have done so with the motive in view to in some way help the exhibitor who is putting their pictures across. Wishing the First National sue 57 cess in their venture and thanking you for your valuable space, I am, Sincerely yours, F. J. Zeemer, Manager, Victor Theatre, Jackson, Mich. Opinion in Illinois To Exhibitors Herald & Motography: — Common Sense! It's literally "all over the lot," to use a trade simile, in the article in your April 26 issue by Robert Lieber, president of First National Exhibitors' Circuit, and owner of the Circle Theatre, Indianapolis, regarding the trade journal advertising conservation policy practiced by First National. When I followed the carnivals, I read trade papers covering that field. When I played vaudeville and road shows, I subscribed to papers authority in that line and forgot the carnival news. When I entered the motion picture field, the motion picture trade journals then commanded my attention, to the exclusion of all others, The motion picture field is covered thoroughly by bonafide motion picture trade journals that have the confidence of the motion picture exhibitors at large. The fact that any trade journal covering a field, originally intended to be entirely foreign to the motion picture, heads one of its columns "Motion Picture Section," should be no reason for a reliable producing or releasing company to dash in with their advertising, even under the pressure of having their product unfairly criticised by some unscrupulous editor. THE ENTIRE MOTION PICTURE INDUSTRY NOW HAS SUFFICIENT BACKBONE TO STAND ON ITS OWN FEET— AND USE COMMON SENSE. Yours truly, M. M. Rubens, Manager, Princess Theatre. Joliet, 111. Letter From Missouri To Exhibitors Herald & Motography: — I want to endorse every statement made by Robt. Lieber, president of First National Exhibitors' Circuit and owner of the Circle Theatre, Indianapolis, in his article in Exhibitors Herald & Motography of April ?G, dealing with the question of advertising by producers in the trade papers. Every word of it is "plain sense." Any producing or distributing company advertising in the Herald, World, Review, News or Wid's certainly has covered the field. Few exhibitors have time to read all five of the journals mentioned— but every exhibitor reads two or three of them. Very truly yours, Harold C. Craig, Manager, Jefferson Theatre, Springfield. Mo.