Exhibitors Herald (Dec 1919)

EXHIBITORS HERALD ADOLPH ZUKOR VISITS THE WEST COAST And doing so shortly after the organization of the Associated Producers Corporation started a flood of gossip. Left to right are Dr. E. F. Cary of New York, Frank L. Newman, prominent Kansas City exhibitor, Adolph Zukor, president of Famous Players-Lasky Corporation, and Jessie L. Lasky, vice-president The photograph was taken at the Lasky studio, Hollywood. pllllUllllllllinillllUllllllMIM I 1 A MESSAGE TO EXHIBITORS f? A Period of True Appreciation ?I Of tlie Screen Is About to Dawn M By FRANK KEENAN jS * "God's in His Heaven; all's right with the world." These words carry a message of hope and optimism that offers encouragement t o all mankind, even though at times tin hour seems dark. I want to give these same words to my friends, the Exhibitors, as a cheering, h a p p y note for the New Year. We have finished t h e war, we have gone through the depths o f hardship a n d sacrifice, we have given our all without stint, and gladly ; now we face the future ; we know not what its problems or its difficulties may be, but "God's in I lis Heaven, all's right ivith the world." * * * . We are engaged in a great work, and many times it seems that our efforts are unappreciated and lost. If we were to tell PRANK KEENAN the public at large that we are not merely producers, exhibitors, actors, but are educators, filling as great, if not a greater, role than the professors and teachers of our colleges and schools, than our pastors and moral leaders, we might perceive the smile of cynicism and incredulity directed toward us. In answer we might ask where, in all the lines of human endeavor, are more people reached with entertainment that brings relief and freedom from care, where are life's frailties and troubles more vividly portrayed, where are more truths of the eternal goodness of things more strikingly set forth, where are more real, moral, helpfid lessons taught, than through the medium of the screen? Through the press and pulpit, through the text-book and the lecture, through the medium of the speaking stage, life's lessons are taught, it is true ; but there is a vividness, an impression, a reality in the screen that cannot be found in any other agency. It is vital, it is real, it is honest and it is human. It lays bare the soul. It shows the heart of man in his hours of despair, sorrow, hope, ambition and happiness. It shows how he can rise, can surmount evenobstacle in life's pathway and emerge triumphant. Where in all the agencies of mankind can we find all this set forth as clearly and indelibly as upon the screen? * * * I believe in our work. Without a whole 90 souled belief in our chosen endeavors we can never attain that fullness of success that a belief in ourselves and our work will give us. I believe that we hold an important part in the evolution of man. 1 believe that by our efforts we can sway the thought of millions along the highest, happiest lines. That is our hope. We should try through our productions to give something that will help smooth the pathway and make life happier and better. I do not mean by that, that pictures should be preachments or dogma, but on the contrary they should be entertaining. Idled with situations of comedy and laughter, and at the same time should have that punch, that tenseness, that pathos, that human touch, that gripping quality that makes them remembered, and with it all should be woven a bit of life's hope and desire that will make people think. The era of a period of appreciation of the motion picture and its place among the greatest influences of mankind is dawning. People have learned that the motion picture house is just as essential a part of the community as the school and the church. They have learned to regard the Exhibitor as a real factor in their affairs, a real moulder of public opinion, a real educator and force, whose influence and position is at all times to be reckoned with. Let us not disappoint them ; let us give them the best that we have in us ; the best effort, the best pictures, the best music, and the best surroundings. By always maintaining a high standard we can always hold the high position in civic and community life to which we are entitled. Even though at times the way seems difficult and hard, we must maintain an unfailing optimism, a firm belief in ourselves and our work and we will always find these words to be true "God's in His Heaven, all's right with ihf world." 1919 EXPLOITATION {Continued from preceding page) of songs and concentrated drives upon book sales, in connection with the publication of motion picture productions have also been tremendously effective in developing this type of exploitation. It is a type which has little history but great, promise, a type to be given attention in 1920. The latest manifestation of the wholesale realization of the importance of instilling in the public mind a desire to see motion pictures and a willingness to pay a reasonable price for the privilege is the producer-exhibitor advertising movement. It is in its infancy. But it is thriving. The coming year will see great strides in this new field. The effect of the generally intensified effort along advertising and exploitation lines in 1919 has been to rebuild the exhibitors' business. New Year's, 1920, finds the exhibitor as much an advertiser as he is a showman. He must devote to advertising fully as much thought as he devotes to the selection of his program, more than to any other phase of his business. The coming year will accentuate the present condition. The man who is to ride to 1921 upon the crest of the wave of prosperity which is certain to characterize the advance of the industry as a whole is the man who goes to work today to perfect his advertising and exploitation and maintains a steady, consistent effort to that end throughout the year.