Exhibitors Herald (Dec 1921 - Mar 1922)

70 EXHIBITORS HERALD December 31, 1921 LETTERS From Readers Communications on topics of current interest Writers are requested to confine themselves to 500 words. Unsigned letters will not be considered. Some Food for Thought BELLE FOURCHE, S. D.— To the Editor: The small town exhibitor has kidded himself for months that business was going to pick up, but it did not, not even to normal (a few possible exceptions). During the past four years money was cheap, admissions raised and expenses kept ahead of even that. The small town territory fell back on its resources, and what were they? The farming and stock raising territory were broke. There was no pay roll to put some money in circulation. The result was that all the people in the small towns could not afford to go as in the past. It then became necessary to cut all overhead, and what film contracts possible, but rentals are even now quoted at war prices, and no reductions made to help the small town exhibitor. During all the good business period the small town exhibitor did not make money, as expenses increased with extra box office returns. He kidded himself that he was doing well, but at end of the month, after war tax came out, and those so-called superknock-out specials were paid for, very little was left. The small town exhibitor has got to come down to where he was in 1916, and forget the years that followed. That covers admission prices and general expense. The producer is greatly to blame for the falling off in patronage as he builds his pictures for the Capitol and like theatres, and the small town people do not want that mushy, loving soul kiss, lounge lizard stuff. There is too much rough stuff and sex situations to make entertainment for the small town family. It takes months to win back certain patronage, because of seeing such trash. The family wish to be entertained and amused and not witness such trash as "Midsummer Madness," "The Concert," and dozens of like subjects. The small town patron does not know any more than the exhibitor what scenes are in the picture. Why is it necessary to show women smoking and openly drinking, when it is so unnecessary? If the screen can educate, then all this rough stuff is surely showing its appeal to the younger folks. Why such unreasonable, rotten posters? They drive business away instead of bringing it. We can use only about half the posters furnished on pictures. The small town family has grown tired and disgusted with all such faults, and are finding other forms of amusement. I don't blame them, because I would do the same thing. They want amusement and entertainment, not insults and a slinking feeling of shame for having brought their family or friends. Some may raise the question, Why play these pictures? Here is the reason: the small town exhibitor cannot review and then buy his pictures. A friendly ( ?) film salesman hooks us on a contract for pictures before they are even released, and the exchange says, play or pay, and how can we afford to pay and then not play. All exhibitors have done so in some cases, where it was too raw, but trie small town exhibitor is stuck and MARY MILES MINTER in a scene from her latest Realart picture, "South of Suva." has to make the best of it. When pictures become entertaining, pleasant surroundings furnished, and a popular admission charged; when decent advertising is made; when exchanges treat an exhibitor as a human being, then will the small town theatre take the place it should in a community. jThe small town exhibitor pays big for his mistakes, because he must get his business every day from the same people, and how easy it is to slip and start the anvil chorus. Small town exhibitor, quit kidding yourself on the future; it is up to you to open your eyes to facts and work them out, which will take months, and if possible make the producer think of the small town patronage and not always to this city jazz life, which is tearing down the younger generation, creating lack of morals, disregard of law and teaching everything but what it should. — Leo Peterson, Iris theatre, Belle Fourche, S. D. Increased Interest Shown In Bible Feature Picture Vitagraph bookings for the six-part motion picture, "From the Manger to the Cross" indicate an increased interest in the picture, which was made several years ago in Palestine and Egypt. The bookings on the film usually multiply around the Christmas and Easter seasons but this year's bookings are reported to have set a record. Considerable exploitation matter on the production is being issued. In the making of "From the Manger to the Cross" the subject was handled with the reverence and a consciousness of responsibility, a factor which has won for the film the commendation and praise of the Church, and clergy it is said. Will Distribute Films in Intermountain Territory J. H. Hurschman and C. L. Marcroft announce the forming of a new corporation known as the H. & M. Film Exchange for the distribution of films in the intermountain territory. Headquarters of the new company are at 154 East Second South street, Salt Lake City, Utah. Both men are experienced in the industry. Mr. Hurschman was formerly connected with Universal, Sclznick and American in the territory which will be covered. Mr. Marcroft was, for some time, connected with Triangle. Small boy — Take me to the pictures, muvver? Mother — Now then, haven't yer had yer hair cut? You're always a-craving after amusement. — Auckland Daily News. * An intoxicated gentleman, holding a huge bouquet, was discovered sitting at the back entrance of a movie theatre. When arrested he explained he was waiting to take Mary Pickford home. — Snappy Stories. * Artist (with musical accent) — Are you interested in pictures? Movie fan (spontaneously)— Never miss a night! — Dorchester (Mass.) Beacon. * * A man's financial standing is known by his attendance at picture shows. The poorer he is the more often he goes. — IVatertown Standard. * Director — At the psychological moment when the villain enters the store, the heroine should have registered fear. Fair One — But the thief took the register with him. — Weymouth (Mass.) Gazette. * Were Saint Paul alive today we think he'd say: "Let your women keep silence at the movies." — Wichita (Kans.) Eagle. Interest in Distribution Of Bible Film Evidenced According to the offices of Artclass Pictures Corporation, which organization controls the film spectacle based on the Old Testament, Weiss Brothers are in receipt of many inquiries relative to the ultimate disposition of this film for the American market. Louis Weiss, commenting upon the interest displayed in the productions, said: "Since the initial announcement that Weiss Brothers Artclass Pictures Corporation controlled this film, we have received inquiries and bona fide offers from parties interested in purchasing the nontheatrical, as well as the regular motion picture theatre rights. While negotiations are pending at the moment for the disposition of this picture, I believe that Artclass Pictures Corporation will undertake the presentation and marketing of this subject as a legitimate theatre and picture house entertainment in the belief that it ranks as one of the most interesting films ever brought to this country from abroad. The handling of the Bible film as a non-theatrical proposition will be given serious thought before any deal is closed." Kirkpatrick Enthused by Success of "His Nibs" A. S. Kirkpatrick, vice-president and general manager of Exceptional Pictures Corporation, whose production, Charles (Chic) Sale in "His Nibs," is being released on the state rights market by L. L. Hiller, president of "His Nibs" Syndicate, Inc., states: "The interest which is being displayed in "His Nibs" during a period when everyone has appeared too willing to cry depression, is a revelation to me, and it is surprising to note the keen competition for the rights to the picture in the various territories."