Exhibitors Herald (Jan-Mar 1920)

March 20, 1920 EXHIBITORS HERALD 43 ewnuimmin tntitmimutmitiitit iiimiiiuiiiiiiiiiiiiiiiniiimimiiiiiium iniiinmiii miiiiiiimiiiimimi iiiiiiiiiimimiiiiiimiiiiiiiiiiiiiiimu iiiiiiiiinui uiiiiiii i iinmo t t • * 1 ._. x t t i Vitagraph Claiming I SHOW BUSINESS IS PROSPERING I Largest Studio Site Al Lichtman States That Exhibitors Demanding Long-Term Paramount Artcraft Franchises — Says New Exploitation Policy Meeting With Approval linmmii miimiiiiiimiiiiin urawmmmiiiHiii iimuniiniiiiHiimnuiHiHiiitii urn i n muii n inituiiiiiiiiiiimii imu immimmiiiiiiiiimiiiiimmi in t mm iiimiiiiiiiimmimiiiimimumim.l Al Lichtman, general manager of the department of distribution of the Famous Players-Lasky Corporation, has returned to New York after a three weeks' trip through the South and Middle West. Enthusiasm over the general prosperity of the theatrical business over the country was expressed by Mr. Lichtman. He stated also that there is an increasing demand by exhibitors for long-term Paramount Artcraft franchises. During his trip, Mr. Lichtman had an opportunity to study the successful operation of the policy of exploitation which, inaugurated last fall by the Famous Players-Lasky Corporation, was extended after the recent company convention in Chicago. Exhibitors Are Profiting "Exhibitors," said Mr. Lichtman, "are realizing more and more the great opportunities for increased profits which lie in the Paramount Artcraft policy of giving exploitation to individual pictures. With an exploitation man in every exchange, Famous Players-Lasky is equipped to help exhibitors put over their pictures in a way never before attempted in the motion picture industry. "For instance, when I was in St. Louis I saw the campaign which King's theatre, assisted by our exploitation representative, Charles L. Winston, conducted in connection with 'Everywoman.' Open letters to prominent people, a whirlwind advertising campaign and exploitation of everj' feature of this big production made 'Everywoman' the talk of St. Louis. The result was that King's theatre did four times more business than it ever did before." Conditions Are Prosperous Mr. Lichtman declared that in all of the cities he visited he found theatrical conditions unusually prosperous. This, he said, is true particularly in Texas and through other parts of the Southwest, where the oil wells have gushed a deluge of dollars. According to Mr. Lichtman. there is a growing tendency of exhibitors to demand-long-term franchises to show Paramount Artcraft pictures. "During my. trip," he said, "I met all of our branch managers in the territories I visited, as well as a large number of exhibitors. I found that exhibitors everywhere recognize the fact that the old methods of guessing what pictures may be worth, in advance of the time they are made, is short-sighted and, in the end, ruinous. Insured of Excellence "For a high and consistent standard of excellence, they realize that Paramount Artcraft pictures furnish a service which insures them a maximum of profit. And to make certain that they shall continue to receive this service, and that their competitors will not get it away from them, these exhibitors are demanding that they be given long-term Paramount Artcraft franchises upon flexible terms proportionate to the ability of each theatre to pay for these. "I know from my inquiries and investigation that the Paramount Artcraft franchise is considered the most valuable franchise in the amusement world. Not only do exhibitors look on it as the best in the motion picture business, but it is considered even more valuable than the best franchises in vaudeville and in the legitimate. Exploit Each Picture "I also learned that exhibitors are learning to exploit individual pictures for the special features contained in those pictures. The wise exhibitor no longer contents himself with merely giving the name of the star and the name of the picture. He plays up, in his advertising and publicity, the strongest features in the story, as well as the name of the star. This is of benefit to the star because it makes each of his pictures distinctive, shows his versatility and brings new admirers to his following." Omaha Has Film Paper OMAHA, NEB. — A new magazine, The Omaha Moving Picture Nezvs, has just appeared on the news stands. Leland Wooters, manager of advertising and publicity for the Moon, Sun and Muse theatres, is editor. The paper carries news pertaining to Omaha motion picture houses and general information concerning the trade. New Theatre for Venice VENICE, CAL.— C. Gordon Parkhurst and George J. Cleveland are to erect a new $50,000 motion picture theatre here. The building will be a three-story structure with a frontage of 106 feet on the ocean front walk. It will be of concrete and brick. Ten Acres Adjoining Present Hollywood Plant Have Been Purchased Through the recent purchase of ten acres of land adjoining its present plant at Hollywood, Cal., Yitagraph becomes the owner of what it claims to be the largest motion picture studio grounds in the country. The land acquired was part of the Skinner estate in East Hollywood, which had been in the probate court for several months. The bid made by W. S. Smith, manager of the West Coast studio, acting for Albert E. Smith, president of Yitagraph, was accepted, and with the approval of the probate judge the executors have transferred the property. Outbids Other Firms To obtain possession of the land, Vitagraph announces that it was compelled to outbid at least two other film companies, as the site had been used under lease for some years for temporary structure devoted to the making of motion pictures. It is well fitted, both by location and topography, for this kind of work. Yitagraph, through its new purchase, now has twenty acres of land, laid out in a square, north and east from the intersection of Talmadge street and Prospect avenue. The original site, now in use, contains ten acres. Plan Additional Buildings The Hollywood studio buildings were enlarged during the past summer, following a visit of Albert E. Smith. The capacity was nearly doubled. Now Mr. Smith is having the technical staff design several brick and stone buildings for the additional land. Work on these will be commenced immediatelv. WHY THE U. S. MAIL IS LATE It isn't all the Postmaster General's fault as can easily be seen from this little incident taken from the Paramount Carter De Haven comedy, "Teasing the Soil." Amateur farmers, equipped with modern appliances, frequently mow down fences in their haste to raise a crop.