Exhibitors Herald (Dec 1921 - Mar 1922)

THE THEATRE iQF PRACTICAL "The Good That Pictures Do khrT7HE good that men do lives ;it~ter them.'' The venerable I proverb applies as well to pictures. G. K. Hanks, Pastime theatre, Manning, S. C, proves it in the report borrowed from "What the Picture Did for Me" by this department. Read in the accompanying box of his experience with a very old Paramount production, "The Bluebird." The good that "The Blue |, =jj bird' did in Manning will endure long after the picture has returned to its interrupted seclusion on a vault shelf. The schools of Manning, more particularly "the Supt.," as Mr. Hanks calls him, will display an altered attitude toward the Princess and other theatre attractions in future. Regarded simply as a signal triumph over prejudice, Mr. Hanks' accomplishment is a notable one. In its greater significance it is vital. The establishment of a common interest bond between school and theatre is more than selfishly desirable. The theatre does not profit most extensively as a result of the operation. , In fact, the theatre is gainer in lesser degree than any party concerned. THE BLUEBIRD (Paramount) a Maurice Tourneur production.— Old, but I was determined to get the schools here to cooperate with me and it took this picture to turn the trick. For some reason, which I am yet unable to fathom, the "Supt." here KNOWS WITHOUT A DOUBT that ail the badness in the little fellows under his care was rooted by the movies. "Yes, yes, there never was mischief until movies started," and fearing it would have the same influence over himself he never darkened my door until this picture. The day before, I got all the ministers and prominent men in town and the school board (the chairman invited the "Supt.") to attend a private screening. Result: it was announced from the school auditorium the next morning, something never before done in Manning. Since this one I can get any announcement I want. Thanks to Mr. Tourneur. — G. K. HANKS, Pastime theatre. Manning, S. C. — Report used by courtesy of "What the Picture Did for ^fc" department. IF you, like the majority of persons within and without the trade, have not fully realized that fact and its importance, it is time to give it consideration, comparing the profits yielded to all. The Pastime theatre gained a certain amount of money through the sale of additional admissions, a certain prestige in the eyes of persons formerly blinded to its exact character, and a certain measure of word-of-mouth advertising. Manning school heads and students gained a new understanding of the screen and all it represents, a new and advantageous viewpoint, an enlightened and broadened appreciation of modern civilization's advantages. They gained freedom to inspect future theatrical offerings open-mindedly and fairly. They gained unrestricted access to the educational and artistic wealth of the motion picture. UNAWARE of these facts, school and church heads in almost every community contest the right of the theatre to a hearing and seek to "protect" from its admitted appeal the individuals under their influence and others. It has been said by everyone who has said anything constructive about the theatre in its relationship to the public and the community which it serves that a campaign of education is needed — that "something must be done" to eliminate the barrier of misunderstanding and promote a working basis of congenial, mutually helpful cooperation. Mr. Hanks was not satisfied to echo the ancient "something must be done." He did "something," a very important something. He won his opponent to his side by direct, though peaceful, conquest. His example may be followed by every showman in the nation ; and the nation will profit in greater degree than its showmen. * THERE are many pictures that may be used as effectively as "The Bluebird" in work of this nature. Most of them, particularly those of early vintage, were not widely exhibited because their artistic fitness was mistakenlv deemed a fault which rendered them of little value commercially. These can be obtained at reasonable rental prices in most instances. If rental is, as it should be, a minor consideration, there are a number of well qualified attractions on the present market. In presenting them to the selected audience the comparison of potential profits to be made through cooperation should be brought out forcefully, in letter invitation or in personal message. If that demonstrated fact is driven home as such the result will be permanent. Prejudiced persons will come to see the theatre for what it is, an institution to be encouraged rather than rebuffed, to be aided in every way possible out of consideration for its value to the community. The total result of broadcast individual educational undertakings of this character must be a national awakening to realization of the >creen\s actual value to civilization. Xo more vital purpose than this mav be cited.