Exhibitors Herald (Dec 1921 - Mar 1922)

44 EXHIBITORS HERALD February 18, 1922 OOINTED comment relative to picture presenta*■ tion is made by D. H. Finke, Bellevue Theatre Corp., Niagara Falls, in the accompanying letter to this department. The above illustration shows his stage settings for the Christmas rjid New Year's programs. not strange that business during the run was of extraordinary character. Thanks, on behalf of the department and its readers, for the contribution. W. R. W. * THEATRE EDITOR, Exhibitors Herald, Chicago, 111. Dear Sir : Herewith I am attaching two photographs showing the specially constructed sets used during the Christinas and New Year's season. A variance of diffused colors made the Christmas set one of the most popular we have ever built here. Special work was done in the construction of the New Year's set in that everything depended on the lighting effects to put it across. The set as shown is identically the way it appeared after all the color combinations were worked on it. Your query as to whether or not I think that prologues, stage-sets and the like will become an integral part of a program and therefore necessary interested me very much. Candidly, I am of the opinion that prologues and sets are absolutely unnecessary. Supplementing a program with a musical or vocal number just for relief is often desirable. We have had some wonderful sets that drew praise that became as null as it was instantaneous. As wonderful as they appeared, still it was never that which the people went out talking about. They came to sec the feature attraction and their entire opinion when leaving centered not on the incidentals that came about with the picture but the picture itself. That's what counts. That is what is important. No matter how much silver you may surround an order of meat with, and no matter how beautiful the trimmings around it, if it has a stench it will assert itself. And if this same order is good, clean and wholesome, if is enjoyed just as much when served plainly, sometimes more so. These are my conclusions after careful consideration and from actual experience dating over many years with the critical public. Very sincerely yours, D. H. FINKE, Bellevue Theatre Corp., Niagara Falls, N. Y. * DEAR MR. FINKE: Among the published opinions regarding presentation we accord your contribution high place. It is essentially sane and eminently logical. Had you added that garnishment is sometimes attractive and pleasing, however unnecessary, you would have voiced our opinion exactly. We do believe /COMBINATION advertising has been developed to a high degree of efficiency by Kenneth Tallmadge, exploitation executive for the Gladmer and Colonial theatres, Lansing, Mich., as the reproduction above attests. Read his letter, herewith, to learn good news about box office conditions in Lansing. that while presentation cannot make a bad picture good, it can make a good picture at least more widely discussed, which is of course important. This reduces the question to one of economics, a point that can be decided only in the managerial office. Thanks for your photographs, as well as your letter. We are infinitely pleased to learn tluit you agree with us in the opinion that theatre observation of the various holidays is-a matter deserving of attention. We believe theatres generally will enjoy heightened prestige when your demonstrated policy has been put in force generally. W. R. W. THEATRE EDITOR, Exhibitors Herald, Chicago, 111. Dear Sir : Enclosed find a couple of recent ads which possibly might interest you. Business in Lansing is fine and picking up steadily. Respectfully, KENNETH TALLMADGE, Gladmer Theatre, Lansing, Mich. DEAR MR. TALLMADGE: Welcome to the department. Welcome, also, the information that business is fine and picking up steadily. Everybody in the business will be interested in that. Advertising theatremeit, especially those who advertise for more than one theatre, will be interested also in your duplex copy. Sorry they can't sec all the samples you submitted and note the varied borders, but space is limited. 'The arrangement mi best in the one reproduced, wc thought, but we want to see more that you use from time to time. Will you keep us supplied with spceinu ns, as well as with business (Concluded on page 46) ^ N. FRUDENFELD, publicity director for the Sun, Moon and Muse theatres, Omaha, heralded ' ' • Fox's "Queon of Shcba" to residents of that city in clarion tones, a trumpeter, not shown in tho picture, warning pedestrians of the cavalcade's approach. Good box office news is contained in Mr. Frudenfrld's letter.