Exhibitors Herald (Apr-Jun 1922)

84 EXHIBITORS HERALD April 8, 1922 LETTERS From Readers A forum at which the exhibitor is invited to express his opinion on matters of current interest. Brevity adds forcefulness to any statement. Unsigned letters will not . be printed. The Reserved Seat Problem PROTECTION, KANS. — To the Editor : Many thanks for the Box Office Record. It certainly is fine. In last week's issue of the Herald, I read where you asked a fellow exhibitor how he managed his reserved seat sale, and if you, or he, will not feel that 1 am butting in, I will tell you how I handled mine. I bought "The Affairs of Anatol" before it was released and ran it a short time after Wichita did, and besides getting out heralds, calling my patrons' attention to be on the lookout for what the Wichita papers had to say about it, I put on my reserved seat sale one week before show date. I made up a cabinet with a slot to represent each seat in the house and put the ticket for that seat in the slot, and when the drug store sold that seat, they removed the ticket and there could not be any errors made. When I opened up my house, I brought the cabinet to the box office and all that got tickets at the window were sold from the board. It worked ideally and whenever I run specials that I think warrant it, I use the board, and, to my mind, it adds distinction lo the attraction. I look forward to the coming of each issue of the Herald and enjoy reading it immeasurably. Wishing you every success, I am, — Earl O. Peeler, manager, Pastime theatre, Protection, Kans. EDITOR'S NOTE— Mr. Peeler's letter is in response to a request made in The Theatre section of the Herald recently. Plenty of Work for Hays CHANDLER, OKLA.— To the Editor: I have read with considerable interest what a veteran Chicago exhibitor said in the current issue of your magazine. We have all had experience with "hard boiled" exchange managers and the sooner such unprincipaled rascals are discarded, the better off the industry will be. I am in hopes that Mr. Hays will revolutionize the producers and distributors. No doubt he will be horrified when he delves into the inner workings and sees the unethical methods employed by certain distributors in conducting their business. It has often, and truly, been said the picture show business is different from any other. It is different because the exchanges have not operated upon methods that would inspire confidence and co-operation between themselves and the exhibitors. I doubt if there is any other business that could show one per cent of the amount of complaints that have been filed with our national organization by exhibitors complaining of unfair methods employed by certain distributors. — H. G. Stf.ttmund, Jr., Odeon theatre, Chandler, Okla. A Worthwhile Task NEW YORK, N. Y. — To the Editor: What a havoc the press agent has wrought! What illusions he has created! Nazimova in a scene from "A Doll's House." (United Artists) What a monument he has helped to build! Mr. Quigley's remarks anent press agents in the March 4th issue of the Herald are sound, constructive and inspiring. Instead of idly expatiating upon a subject which had far better been dwelt upon by yourself, I would rather endeavor to point out one or two lessons applicable to press agents (and I happen to be one of them) which may be drawn from the publicity that has been deluged upon Hollywood and the film industry in general. The background of big men and big industries, in order to determine their respective potential value, are subject to four questions: What kind of people are running the industry? What can they really do? What will they leave behind? What were the sources and background of their tremendous power? The answers to the first three questions, at the present stage of the industry, need not be chronicled for the members of the cinema art. But the answer to the fourth centers in a large measure on the work of the press agent. The work of the press agent, if nobly done, always contains in itself not one but many lessons; and in case of those of us who would be singled out as specially deserving of laudatory mention, we must leave the game better than we found it. To my mind, too few press agents aim at something great; too few aim at things which are difficult; and there is no ereat thing which is not difficult. Our undertaking should not be pared down to what we can hope to see successful in a brief space of time. Rather, while the material is either in the process of materialization, or after it is written, it points the way clearly for the benefit of the concern and the industry, then it should be sent throughout the breadth and scope of the world. The entire country has been set thinking about the morals of the industry. At this crucial moment, we must fight on with all our strength against whatever odds and with however small a band of supporters. These opinions can and should be successfully counteracted by the entire force of press agents so that the problems and difficulties facing every branch of the industry may be solved for a long time to come. This is an item of debt which humanity will be doubly grateful for. and to which press agents can point with pride — pride which their whole career most strikingly illustrates. Our best directed efforts may often seem wasted and lost and that which can be definitely pointed to and distinctly identified as a definite gain to humanity and the industry will long live in the annals of those of us who have the betterment of America's greatest constructive force at heart. Let us have more of your inspiring editorials on press agentry! — Louis Marancella, publicity department, Warner Rrothers, 1600 Broadway, New York. N. Y. F-IL>1 LAUGHS FROM TOPICS S ELECTED BY TIMELY FILMS. Inc. Mary (meeting old school friend) — Are you married? How manv children? "Friend — Yes; two little folks. Mary — How old? Friend — Five and ten. Mary — H-m, I see, Woolworth twins! — Printer's Ink. * Bill Jones received the following telegram from his sister the other day: "Twins arrived. Feeling fine. More by mail." — Miami Herald. * Uncle John promised little Florence a new doll. He took her to the doll department in one of the big stores and said: "Now, Florence, which shall it be — a boy or girl?" "Twins," promptly replied Florence. — Nezv York Sunday News. * Ray — Dearest, I'm going to buy the furniture today for our future home. Shall I get twin beds? May (blushing a little) — Oh, Ray, do you think we'll ever have twins? — "Topics of the Day" Films. * Teacher — Who can tell what coincidence is? Johnny — We've got one at our house — twins. — Detroit News. * "Willie!" asked the pretty teacher, "what is the plural of man?" "Men," answered the small pupil. "And the plural of child?" "Twins." — The Crescent. * Mrs. Maloney — Twins be a great misfortune. Mrs. Finnerty — Sure they be! Wan o' thim misfortunes that niver come single. — Cincinnati Enquirer. * "I never saw two children so much alike. How does your mother tell you twins apart?" "She finds out by spankin' us. Dick cries out louder'n me." — Boston Post. Seven Century Comedies Rated as "Better Films" The National Committee for Better Films has selected three out of the four Century comedies made in January as especially good pictures and equally suitable for children. The two-reelers in question were, "Horse Sense." with Harry Sweet and Sally, the trained horse; "Little Miss Mischief," starring Baby Peggy, and "Mutts," starring Brownie, the Wonder Dog, supported by an all-dog cast. For the month of February the National Committee put on its index all four Century comedies and marked three of them as particularly good for juveniles. The pictures were, "Two of a Kind," with Harry Sweet; "Peggy, Behave!" starring Baby Peggy; "Cheerful Credit," starring Brownie, and "The Dark Horse," with Sally, the trained horse. "Twin Brides" Doris May's Next Production for R-C "Twin Brides," an original story by Ethel M. Hadden, will be Doris May's next starring vehicle for R-C Pictures. It is said the story will give Doris May ample opportunity to display subtle comedy. Work on the production will begin shortly at the R-C studios. William A. Seiter will direct.