Exhibitors Herald (Dec 1921 - Mar 1922)

36 EXHIBITORS HERALD March 4, 1922 "Catwalk" Lobby Exploitation Is Latest in Australia Head of Big Circuit Playing Selznick and Other American Pictures Holds Lobby Displays Most Effective EXPLOITATION which is rated as one of the fundamentals in the presentation of pictures in the United States is given no less consideration in some foreign countries, especially Australia. A stunt which has proved very effective in its use by one of the largest circuits in the Antipodes is known as the "Catwalk." THE "Catwalk," according to J. J. -*■ Denton, chairman of directors of Hoyts Proprietary, Ltd., an organization operating ten large houses which play Selznick and other American productions, is a miniature stage constructed above the box office and extending the full width of the lobby. * * * With every picture a display is created, mechanical effects and regular stage lighting featuring the stunt. Recently, in presenting "The Fighter," a Selznick picture starring Conway Tearle, the "Catwalk" was transformed into a miniature railroad train speeding its way across the track to meet disaster by falling through a burning bridge. The display was used at Hoyts De Luxe in Sydney and attracted great crowds to the theatre. Some idea of the immensity of the operations of Hoyts may be gathered from the size of the theatres under its control. Hoyts in George street, Melbourne, a picture of which is published with this article, seats more than 2,000; Kinema at Albert Park, 2,000; Lyceum at Melbourne, 3,000; Barkly at St. Kilda, 1,800; Hoyts at Essendon, 1,500; Camberwell, 1.000; Hoyts at Brunswick, 2,500, this theatre now being under construction at a cost of 30,000 pounds; De Luxe, 1,500; Australia, 1,100, and Kinema, 1,500, all at Sydney. So confident of the future of the industry is Mr. Denton that he has relinquished all his interests in other commercial enterprises to devote his time to the exhibitorial field of motion pictures. * * * Few theatres in Australia, it is said, handle such a volume of business as Hoyts De Luxe in Sydney. During the first week in November, no less than 15,000 patrons paid for admission to see a program which consisted of Conway Tearle in Selznick's "After Midnight" and a Universal attraction. This is regarded by Mr. Denton as "ordinary business." Hoyts' policy, as outlined by Mr. Denton, is to give its patrons what they want. "And," he observes, "their requirements appear to be good entertainment and plenty of it. I find that Selznick and Universal productions draw me regular business throughout the year and the special attractions released by these organizations have never yet failed to pull extra attendances. Lobby displays, I believe are the best medium of advertising. Naturally, every theatre does not lend itself to this mode of exploitation." Elaine Hammerstein, Conway Tearle, Priscilla Dean, Harry Carey and Eugene O'Brien are wonderful business getters, according to Mr. Denton, and it is on these five stars that this showman invariably increases his advertising space. Minnesota Exhibitors Notified of Conclave (Special to Exhibitors Herald) MINNEAPOLIS, MINN, Feb. 21.— W. A. Steffes, president of the Minnesota division of the Motion Picture Theatre Owners of America has issued notice of the state convention of theatre owners to be held at Minneapolis on April 11 and 12. Delegates to the Washington conclave of the national organization will be elected at the state meet. Program Picture Passe, Says Bern ■Conditions Make It Vital That Every Picture Be a Special, Goldwyn Scenario Editor Declares "The day of the program picture is gone forever. Because of conditions every production, in order to be successful, must be a 'special' in every sense nf the word." This is the opinion of Paul Bern, Goldwyn scenario editor, who has just returned to the Culver City studios after spending a month conferring with executives and officials in New York. "The public is shopping very carefully for its entertainment these days," says Mr. Bern. "The photoplay which does not possess unsttal merit is doomed to financial failure. "Every picture must now have distinction in cast, story and production. It used to be that Mr. and Mrs. Theatregoer would say, 'Let's go to a movie tonight,' and off they would go to the most conveniently located house. Now they will not go until they know all about the picture and have had favorable reports concerning it either through the press or by word of mouth." Mr. Bern expressed the belief that this attitude on the part of the public would undoubtedly bring about better pictures, as only superior productions can survive under the new conditions. HOYTS THEATRE, Melbourne, Australia, where Selznick pictures are given first-run presentation. Bill to Curb Film Piracy Is Proposed Seek Amendment to N. Y. Law; National Bill Pending Before House (Special to Exhibitors Herald) NEW YORK, Feb. 21.— An amendment to the New York State penal code in the form of a proposed film theft bill which would impose heavy penalties for violators, is sponsored to curb a practice which it is estimated is costing the industry from $250,000 to $750,000 a year in stolen and duped films. The proposed amendment to the New York law, while not as severe in its punishment as the national film theft bill proposed, is nevertheless extensive in its ramifications. Provide Heavy Penalty The national film theft bill recently introduced in the house of representatives by Congressman Walsh of Massachusetts seeks to prevent interstate or foreign commerce in stolen film, with a penalty of a fine of $5,000, or imprisonment of not more than five years, or both, for violators. The department of justice in Washington has been appealed to by the National Association of the Motion Picture Industry to take immediate steps to prevent the exportation of stolen prints or duped film to Japan, South America and the Orient, where it hasbeen discovered much of the stolen film has found its way. Legislation Would Aid The fact that these films are shown in foreign countries, thus closing avenues of sale for the producer, it is pointed out, is of greater consequence than its physical value. Numerous arrests have been made by the National Association's film theft committee, of which H. Minot Pitman is chairman. The enactment of legislation as proposed in the two bills would be a big factor in safeguarding the rights of producers and distributors, it is considered.