Exhibitors Herald (Dec 1921 - Mar 1922)

THE THEATRE snmiANsfi^ A SK owman's Word of Honor A SHOWMAN'S WORD of honor is a new factor in civilization. Your venerable patriarch will assure you that no theatrical person possesses such an asset, basing his assertion upon ancient experiences with the fly-bynight tricksters of another generation and another theatre. Your modern citizen knows differently. IT WAS ONLY HIS word of honor that served Dwight Baker, proprietor of the Circle theatre at Ottumwa, la., when the recent packing house strike brought militia with machine guns to police the streets of the city and idleness reduced the buying power of the public to a minimum. READ MR. B Aker's report of the business done with an attraction well established as a moneymaker by exhibitors' reports to "What the Picture Did for Me." IT IS OBVIOUS THAT his personal endorsement of the photoplay was solely responsible for the most satisfactory business in months under the most unfavorable circumstances in history. The picture has no star. Such advertising as was done was equalled by that done for other productions exhibited in the period of distress. It was clearly Mr. Baker's word of honor that brought patrons to the theatre at a time when money was tight and public interest was centered in a problem of vital concern to every citizen. ♦ ♦ 3(B THIS IS THE NEW TYPE of showman; the man whose standing in his community is such that his word, given in an advertisement, is accepted Any exhibitor anywhere can make money with the First National attraction, "The Child Thou Gavest Me." With no extra newspaper space and no circulars or billboards, I did the most satisfactory business on this that I have had since last May. Our local conditions have been zero. Strikes, etc., machine guns polishing up our streets, and people's buying power is gone. But with a personal guarantee in the paper on this wonderful show, a small ad in advance turned the trick. I didn't advertise it as one of the biggest pictures, but as one of those pleasing, simple pictures that build happiness and send them away with a smile. DWIGHT BAKER, Circle theatre, Ottumwa, la. tained to this prestige. Only the proprietor of the screen theatre is looked upon as a citizen of genuine value, a dependable member of the community and a fit fellow worker in civic affairs. And only by unremitting effort and through unwavering confidence in the motion picture has he been enabled to overcome the formidible prejudice that confronted him in the beginning. * * * at par value. The policy which has brought into being this public confidence is comparable only by contrast to that of the early showman whose sole aim was to deceive, lure or tempt patrons into his playhouse by whatever means, honorable or otherwise, was available. * * * ONLY THE MOTION picture showman has at MR. BAKER'S DEMonstration of the new showmanship is ideal. It serves more effectively than might a million words of abstract argument, however inspired, to emphasize the actuality ofadevelopment transcending in importance any that might transpire in any department of the industry. WHEN EVERY EXhibitor has established t h e unimpeachability of his word of honor as has Mr. Baker, earning an esteem second to that accorded no individual, there will be less talk of censorship, Sunday closing, adverse legislation, less encouragement for those who seek to fatten upon the theatre's substance and less despairing gossip of depression w h e n a natural period of slow business is encountered.