Exhibitors Herald (Dec 1921 - Mar 1922)

32 EXHIBITORS HERALD January 7, 1922 Eastern Exhibitor Challenges Criticism of Prologues W. F. Jordan of Hoboken, N. J., Takes Issue With President of Motion Picture Directors Association WF. JORDAN of the Liberty theatre, Hoboken, N. J., in a communication to the "Herald," takes issue with William D. Taylor, • president of the Motion Picture Directors Association, on the question of extravagance in theatre presentation. Mr. Taylor, in a letter printed in the December 17 issue of the "Herald," protested against "extravagant and unnecessary phases of motion picture presentation" which he declared were overshadowing the picture, forcing high admission prices, and discouraging theatre attendance. Mr. Jordan. "Because of the undoubted value of the articles and editorials, each visit of the periodical is looked forward to with much pleasure. However, it was quite a shock to read in your issue the plea of the Moton Picture Directors Association. Why you gave valuable space to the presentation of an article as preposterous as it was absurd is a mystery. * * * "Mr. Taylor claims to be deeply concerned for the future of the industry. He feels it incumbent upon himself to develop from a faulty premise an assumption which has no foundation in fact : 'The prologue must go,' he says but he offers what? — not a single constructive thought. "He discourses on the fact that prologues are a nuisance; that the effectiveness of the photoplay is destroyed ; the story obscured and beclouded to the detriment of the industry as a whole. "Does Mr. Taylor and the association he represents believe the motion picture of today even with its great superiority in every respect over the product of ten or fifteen years ago could have attained its present popularity, alone, and unaided ? That by the merits of the pictures themselves they would have reached their present state of superlative entertainment? "It is my opinion, and candid and unprejudiced judgment will agree, that prologues and orchestras, far from retarding the development of picture-making are the very outgrowth of picture improvement during the past decade. * * * "While I write I have in mind the carefully thoughtout prologues of the Rivoli, Rialto and Capitol theatres in this city. "The men at the head of these institutions— Riesenfeld and Rothafel are master showmen. Their talent and capacity to gauge the public mind and purse, have placed them in the front ranks of exhibitors. Pioneers of the idea of prologuing their sincere efforts were directed toward meeting the insistent demand of the public for something new, a departure from the stereotyped method of presentation. Correctly interpreting the will of their audiences, success from a box office standpoint has been theirs in full measure. "The combination of good pictures, excellent music and effective prologues marks these theatres as standard bearers of achievement; real community centers for good ; a credit to both city and state. The stamp of public approval has thus been placed on the mode of entertainment which Mr. Taylor decries. "As to cost and admission prices, they nowhere enter into this discussion. Ad mission prices are fixed from day to day, prologue or no prologue. They are not advanced to meet such cost any more than they would be for an extensive advertising campaign. * * * "There is no economic loss to the industry. Those who cannot pay the admission demanded in the higher class theatre will go to the place that is within reach of thtir pocketbook "To condemn wholeheartedly and unreservedly the greatest advancement to motion picture enjoyment, is unjust and unfair. "There is only one thing that the motion picture directors have to fear, and that is scarcity of good pictures. Possibly if less attention was paid to the efforts of exhibitors to bolster up the product of some of these directors, so-called, more attention could be paid to developing a type of product that did not need the assistance of exhibitors. "If it is not possible to produce bigger and better pictures than has been done in the past, then the dire consequences predicted by Mr. Taylor will surely come to pass. The blame, however, will be placed where it belongs, for the most heroic efforts of exhibitors to save themselves and the picture, by timely prologues and good music, will not prevail against mediocrity." Hoy Reporting Service Will Operate Nationally In Settling Complaints (Special to Exhibitors Herald) NEW YORK, Dec. 27.— The Hoy Reporting Service, which has been operating in New York, Boston and other eastern exchange centers in handling complaints and claims between exchanges and exhibitors, will extend its activities to every film center in the country. Expansion of the service results from a series of conferences between executives of most of the distributing companies which have national systems of exchanges. The country will be divided into four zones under the new system. Zone 1 includes New York City, Albany. Buffalo, New Haven. Boston, Philadelphia and Washington; zone 2, Chicago. Milwaukee, Minneapolis, Detroit, Omaha, Kansas City. St. Louis, Indianapolis, Cleveland, Cincinnati and Des Moines; zone 8, San Francisco, Los Angeles. Denver, Spokane, Butte. Seattle and Salt Lake City; zone 4. Dallas, Oklahoma, Atlanta, New Orleans, Charlotte and Memphis. The service will not function in the latter two zones before March 1. Aids Local Paper in Bringing Xmas Cheer (Special to Exhibitors Herald) ST. LOUIS, MO., Dec. 27.— William Goldman, manager of the Missouri theatre, Grand and Lucas avenues, contributed the proceeds of all matinees at his house for a week to the Post-Dispatch Christmas Festival. The newspaper annually gives a big Christmas Day celebration at the Coliseum for the poor of the city. This year there was more need than ever for funds. Goldman's generous offering helped spread joy in many families. . Ask $100,000 Damages From Two Exhibitors (Special to Exhibitors Herald) FARGO, N. D., Dec. 27.— S. L. Christy of Des Moines, la., and J. R. Williams of Gore, Ind., are asking $100,000 damages from William and John McCarthy, theatre owners, for alleged injuries suffered in an automobile accident. The case will be tried in February.