Exhibitors Herald (Dec 1921 - Mar 1922)

December 31. 1921 EXHIBITORS HERALD 67 Pathe Holds Short Pictures Offer Solution to Problems of Theatre Variety Necessary to Fulfill Demands of Patrons, Says Company — Means Larger Attendance Without Greater Expenditure Special preparedness to meet the needs of exhibitors during 1922 is announced by Pathe. This organization declares itself abler than ever before to provide theatre owners with the means of stimulating increased attendance without increased expenditure, with the result of a quicker turnover and the consequent solution of problems most pressing at this time. Stresses Short Reel Value In this connection Pathe places special emphasis on the increasing value of the program made up mainly of high-class short subjects. In a statement published more than a year ago Paul Brunet announced that this tendency was foreseen and that Pathe Exchange was concentrating on short subjects and serials. The present announcement declares that energetic action under this policy enables Pathe to face the new year with confidence in keeping with the variety and richness of the material on its lists, and the timely value of which enterprising exhibitors already have attested. The claim is made of having satisfactorily solved the "feature problem" so vexing to a large class of exhibitors — meaning the picture of from five to eight reels that is attractively exploited and relied upon to fill the house. Variety Is Necessary The "problem" is that of the many exhibitors who, in order to meet the expense of playing such a feature, feel it necessary to omit from their program standard short pictures, although aware that these are established favorites with their patrons. Even if the feature is a sure fire hit it does not lessen the need LUCILE DU BOIS, who has just finished "The Fightin' Fool," her first leading role, a Prairie Production, distributed by Western" Pictures Exploitation Company. for a diversified program, but if it is lacking in broad popular appeal, many in the audience will regret their admission investment who would have gone away quite satisfied after a hearty laugh over a one-reel comedy following the feature, or contained in a short subject program. And they will be stimulated to come back again sooner than had been their intention. Statement Is Issued Referring to his conversations with exhibitors in different sections, a Pathe executive states the case in this way: "The tendency of the times is to give more for a dollar. When a movie patron goes to a candy store she finds that more and better candy can be had for a dollar than at any time in the past three years. Naturally she expects a similar advantage when paying her money at the box office. An audience is a gathering of people brought together by different motives. A certain percentage come to see the feature, but there is also a large number who attend through a desire to see Pathe News, 'Aesop's Film Fables,' or a Snub' Pollard comedy, or a Harold Lloyd attraction. It takes all these different groups of people to make a paying audience." The next series of Kineto Reviews to be distributed through the National Exchanges will be the fourth, each series comorising thirteen subjects of one reel each. The contents of the series follow: "New York — America's Gateway" — A sight-seeing trip on the Island of Manhattan, the original city of New York. The audience is taken into the city by airplane, passing over the Statue of Libertv and landing at the Battery. Thence northward to all the great buildings, the parks, the mansions, the crowds of Broadway and Fifth avenue. Is Story of Moth "Fortune Builders" — The life-story of the silk moth, which weaves and spins for mankind. A fascinating story of how these insects create fortunes in America and in the Orient. This is one of the F. Percv Smith pictures. "The Game of Golf" — This picture illustrates the proper uses of the different eolf clubs and in the illustration it becomes a lovely sport reel in the beautiful setting of a golf links in Scotland. "How the Swiss Boy Scout Spends His Vacation" — Swiss Boy Scouts, even on their vacation, work much more than they play. An intensely interesting reel to the Boy Scouts of America, and that means about every family. Brazil Is Pictured "Rambles 'Round Rio" — A travel-picture with visits to Tijuca, Sylvester, Nicheroy and Paquaft Island and other beauty spots near Rio de Janeiro, the cap'tal of Brazil. "Liquid Air" — Here is a subject that has been lectured upon for years; has proved one of the most popular subjects ROBERT G. VIGNOLA, who is directing special productions for Cosmopolitan. His most recent production is "Enchantment," a Paramount picture. Enters Production Field Victor Schertzinger, whose record Is 61 pictures directed in seven years in Los Angeles, is said to have completed plans for entering the producing field. He will use the Flying A studios at Santa Barbara. o all the lyceum circuits. It is one of the best of all scientific pictures. "A Day's Fun at Blackpool" — Blackpool is a great pleasure resort in Lancaster, forty miles north of Liverpool, and has been called the "Coney Island of England." This picture shows how the English enjoy their day. Shows Mexican Activities "Rejuvenated Mexico" — Since the revolution, Mexico has made great strides and this oicture shows it. There is much of personalitv Villa and his old band of rebels vie with the scenes of progress for attention. "Childhood" — A picture of many kinds of children, so sympathetic, so understanding that one might believe it was written by children. Nothing but children in the reel. "Giants of Industry" — This is a study of ants and flies and the title is not a bit misleading, either. Studying the Gypsies "In Gypsyland" — A lovely travel-reel that tells of the romantic nomads who are famed in music and song and story. The gypsies are chiefly of the Orient and of the Balkans. "Friends of Man" — The sagacity and usefulness of animals and birds has long been understood and appreciated, but n ;ver so much as after it has been illustrated in pictures. "Willing Captives" — Most wild animals when properly cared for and fed are quite content with their lot. This picture shows many kinds of fierce beasts under condition., of captivity that seem to make them as haripy as they were in their jungle homes. Fourth Series of Kineto Reviews Is Offered by National Exchanges