Exhibitors Herald (Jan-Mar 1920)

March 20. 1920 EXHIBITORS HERALD 71 Fred M. Shaefer, of the Cretona theatre, New York, attired his house staff in the manner shown during the showing of "Her Elephant Man." Crotona and Rivoli Presentation of Features Make Most of Story Firmly founded upon the accepted theory that "the play is the thing," the presentation features employed at the Crotona and Rivoli theatre, New York, may be looked upon as representative of some of the most logical exploitation thought recorded. Examples of the working out of the theories upon which these theatres base their highly developed presentation features are shown in the photographs presented herewith. During the showing of "Huckleberry Finn," the Paramount Artcraft production of Mark Twain's story, the Rivoli accomplished the transition from 1920 to post-bellum days by means of the splendid stage setting pictured herewith and a special program .by the Rivoli players. Dr. Hugo Riesenfeld, who has long been identified with advanced work in theatre management and direction, managed with his usual cleverness to so fashion the program as to make the transition a gradual one and pleasant. Realizing that the mind attuned to the rush of modern living does not easily jump back half a century, he arranged the musical numbers to bring about an enjoyable, indeed an unconscious, change of attitude. By means of the program it was possible to get the picture under way before the audience was fully aware that the presentation feature has been finished. This is what has been dubbed, for want of a better phrase, psychological showmanship. The phrase serves as well as another, despite its stilted tone, and it expresses a thought that should be absorbed by every exhibitor who intends to keep abreast of the times in things theatrical. Fred M. Schaefer, manager of the Crotona, used somewhat different tactics. It was to his house staff that he gave first attention. Each and every member he had attired in costumes in keeping with the picture being presented, "Her ElephantMan," Shirley Mason's first Fox production. A picture in which the big top provides the background for almost the entire action, \vhat could be more fitting than that attempts be made to carry out the circus spirit in every manner possible. The device used — that of attiring house employes suitably — is not new. It has been used in connection with many productions in the past, always with a measure of success. But it is a measure that is inexpensive and. when the undoubted efficiency of the scheme is considered should be employed whenever the nature of the attraction permits. Both of these instances point out the fact that presentation features based upon the story of the picture is logically sound and therefore cannot be otherwise than productive of the desired results. There can be no denying of the claim that it is the story, in the last analysis, that determines the success or failure of the production when exhibited to the public. The public, of course, does consider the star, the brand, etc., when making choice of entertainments. But when the choice has been made, the admission paid, the picture viewed and the theatre left behind — it is the story of the picture, in nine cases out of ten, that determines the nature of the comment that is made. It is to every theatre's best interest, obviously, to make sure that this comment is a favorable one. Future patronage depends in great measure upon the satisfaction of present patrons. The patrons that comes to a given theatre because it prefers that theatre to any other is the one patronage that can be relied upon to pull the exhibitor through the difficult periods that are certain to be encountered. In a word, it is "the regulars" that count. And presentation based upon the story creates regulars. sjjiii inrriiirt MTiiii)iiitiii iiiiiiiiniiiiiiiiid ti [ij inrt iiiiiuiiiii tJiinuiiintJiiiiiiiriiiin tin jmr mi 1 1 : : i l rr t ii ituuxtu^g "Indispensable" I To Exhibitors Herald: | Enclosed find check for one dol | | lar for a one year subscription to | | Exhibitors Herald. We cannot get | | along without it. Yours very truly, L. M. Browne, Mission Theatre, Ponca City, Okla. | ^jmimiimiiiuiiiiiuiiuiiuiiuiiiituimiiiuHmiiiiutuiiiiiiiiiiiiuMiiiniiiiiiiuiniBHKMumHMHBMiS Dr. Hugo Riesenfeld, of the Rivoli theatre, New York, used this elaborate setting during the exhibition of "Huckleberry Finn," a Paramount Artcraft production.