Exhibitors Herald (Dec 1921 - Mar 1922)

THE THEATRE ^5flPRACTICM^ The Value of Information FORGET for a moment that you've read it in the advertising pages of divers publications and upon many billboards and consider the battered but indestructible maxim : "Knowledge Is Power!" Then take it apart and see what's in it. Applying it to the theatre : Knowledge of the picture market leads to economical buying. Knowledge of the picture public leads to profitable buying. Knowledge of composition makes possible the writing of effective advertising. Knowledge of theatrical effect insures exhibition circumstances that add to audience satisfaction. In short, knowledge is the beginning. Success, with attendant prosperity and prestige, is the end. * * * T F YOU read "Reviews" in * this journal you get advance information regarding the picture market. If you read "'What the Picture Did for Me" you add to and round out that knowledge. Shortly the greatest repository of box office information ever produced will be made available to you in the "Box Office Record." If you read this department you know how to advertise in newspapers, how to plan and conduct the more sensational type of advertising designated exploitation and how to present most satisfactorily pictures exhibited. 13IGHT intentions, ambij[\ tion. industry, determination and perseverance are qualities you demand of men you employ. All are important. Knowledge, for which an applicant seldom is examined directly, is more important than any. What a man intends to do. wants to do, tries or promises to do yields no return unless he knows how to do it. Knowledge, the sum of information, is success. This much for knowledge of transient operation. * * * FIXED phases of the theatre, lighting, seating, construction and allied matters are discussed pointedly and intelligently in "Theatre Equipment." Institutional management, as pertaining to defense against meddling attack, promoted legislation and similar forces, is dealt "Penrod s Premiere "PENROD," Marshall Neilan's picturization of Booth Tarkington's novel, was given its world premiere at the Chicago theatre, Chicago, the week of January 30, following an exploitation campaign surpassing in scope any similar enterprise in the city's history. Read in this department, next issue, the detailed and illustrated account of an achievement in showmanship that sets several new standards and explodes many popular superstitions— a business story with a kick in it. with by the "Public Rights League." Trade developments which affect your business are recorded first, accurately and completely in the news pages. "Letters From Readers" dealing with matters of vital import, "Money Making Ideas" contributed by showmen, production and studio news, all are presented compactly and conveniently elsewhere. The "Pictorial Section" gives you first hand views of persons and events prominent in the news of the moment. The sum of these is knowledge. T/ NOWLEDGE is power— *^ power to succeed, to make money, to establish the theatre and the motion picture on a plane so lofty that the bark of the hypocrite, even the wail of depression, will not carry thereto. This is the estate to which the theatre and the motion picture will attain. The inalienable merit of the medium is guarantee of that. Sloth and misdirected effort can delay but not prevent arrival at that level. Exhibitors making money at this time are showmen who know things to do to make money and know how to do them. Reading, the gathering of useful information, is a vital element of practical showmanship.