Exhibitors Herald (Apr-Jun 1922)

tpril 15, 1922 EXHIBITORS HERALD 61 NEWSPICTURES TIT ITH a view to giving the exhibitor a better understanding of the importance of the ww Sews Weekly, to himself and to his public, and also for the purpose of providing ways and means whereby the exhibitor may apply better exploitation to his News Reel feature, the "Herald" has established this department. Miniature volcano in the lobby of the Albemarle theatre, Brooklyn, New York, advertising Fox News. LOBBY VOLCANO SMOKES AND RUMBLES A rumbling, smoking volcano circled by humming airplanes dominated the lobby of the Albemarle theatre, Brooklyn, N. Y., during the run of the Fox News depicting the flight of a Fox camera man over flaming Vesuvius. -Chasing the Moon," Tom Mix production, was all but crowded out of the lobby by the news picture representation. C. A. Chaufele. Albemarle manager, believes in strong advertising. "Give it to 'em big," is his policy, and he is not a 'believer in small type or modest banners. "There you have it," he said, pointing to 'his lobby volcano, "just what they want, ■even to the rumble." Plane Hovers Over Summit The rumble, it should be made known, was supplied by a vacuum cleaner concealed within the board and canvas mountain. A red spotlight was trained upon the structure and a miniature plane hovered over its crimson crater. Other planes were suspended through the spacious lobby to complete the picture land to focus possible straying attention lupon the center piece. These were furjnished through the courtesy of the Curtis Airplane Company. Stunt Easily Duplicated Brilliant as is Mr. Chaufele's accomplishment, there is no reason why it should not be practically duplicated by any exhibitor in the land. A little ingenuity with brush and hammer will produce a suitable mountain. Merchants selling toy planes will be found willing to supply those accessories. Red lights ard vacuum cleaners are obtainable anywhere. Mr. Chaufele's policy. "Give it to 'em big." is especially commendable in newspicture exploitation. Timeliness and popular interest go hand in hand. The point is obvious. CAMPAIGN PUBLIC HELP There are two sides to every story, including that of the newspictures educational campaign induced last week in this department and continued herewith. The second side of the story has to do directly with the public welfare. Public welfare is theatre welfare. The box office importance of advertising which endows theatre patrons with a full and intelligent understanding of the newspicture's real value has been established definitely. The importance to the public of that advertising is a matter of equal or greater concern. School Progress Parallel The development of the American public school system was not brought about without effort. The general conviction of the few years ago to the effect that knowledge of a single trade was sufficient for any boy child, with which went the assumption that a girl child needed no other knowledge than could be imparted to her in her mother's kitchen, had to be routed. Pioneer educators fought against and routed that fallacy. Motion picture exhibitors of today face a similar struggle, which it is their duty as well as their "bread and butter" to win. The deeply implanted, if unconfessed. belief that learning ends with graduation from school or college must be replaced by an an equally firm and wholly authentic belief that in the newspicture the modern adult is offered advantages comparable to those which the public school offers the modern child. Benefits Are Mutual The series of advertisements appearing on this page is designed to operate toward the bringing about of this chang%; in short, to educate the public to the opportunity the newspicture offers. This is actual, constructive effort in behalf of public welfare. Since pictures are made and exhibited by intelligent people for intelligent people, it follows that effected benefits to either are benefits to both. BOX OFFICE FOES HIT BY FOX NEWS (Special to Exhibitors Herald) NEW YORK. April 4.— In a bulletin to 230 Fox News cameramen throughtout the world Don Hancock, director-in-chief, has included the following instructions: "We do not want any pictures of or any connection with the home radio phones, baseball players in practice, actual contests, nor any prominent personages NEKSPICTURES PERFORM THE SERMCEOF TRA VEL ALWAYS wise men have considered travel the greatest broadening influence, completing book knowledge by adding perspective to detail. YESTERDAY only the favored of Fortune could avail themselves of its treasures. TODAY the whole of the worthwhile world lies at the feet of every individual, brought intact to every neighborhood by the magic of the newsnlm. SEE the world at — THE PALACE who are directly connected with the baseball sport. Both the radio phone and the sport of baseball are competitive amusements to the motion picture theatres. Our aim is to make the people patronize the motion picture theatre, not to show them pictures of amusements to which they possibly will go in preference to attending the motion picture theatres of the countrv." ★ FINAL EXTRA ★ A* ewspicture editors are requested to report contents of current ditiens requJarly and as far in advance as possible to this department. INTERNATIONAL NEWS, No. 25: New tractor-tank gun proves marvel at Hoboken test — Peoria man builds clock of wood. It runs — Notables attend Charter Day at University of California, Berkeley, Cal. — Fifteen-month girl declared Boston's best baby — Four finish in National Hunt Cup steeplechase at Cheltenham, England — Ancient Festival of Plumes revived at Brussels, Belgium— England destroys war stores at London — "Interesting Snapshots in News of the Day" — Gladys Roy performs air feats at Los Angeles — Powers Cartoon. No. 26 : Ireland's new army reiewed at Dublin — Train crashes with steam roller at Azusa, Ca. — "Interesting Snapshots in News of the Day" — President breaks ground for statue of General Meade at Washington — Tennessee and Kentucky floods caused by Spring freshets— Harvard football squad begins training at Cambridge. Mass. — Perfect Nature Baby raised in heart of New York City — Dallas, Tex., carnival aids charity — Norvich, unbeaten two-year -old, called new Man-O-War at Jamaica, L. I. — First pictures of Stephanson Arctic Rescue Expedition. KINOGRAMS. No. 2132: Dynamite Chicago fire ruins — International Rotary honors unknown hero at Washington — Steeplejack risks life for S50 in New York — New liner launched in New York — San Francisco fireman invents high speed ladder — Whiskers race begun at Sacramento, Cal. — Interior views of White House — Peoria man makes clock entirely of wood — Annual Philadelphia Style Show held — "Personalities in News of the Week." No. 2133 : Begin monument to General Meade at Washington — Ant eater arrives at Boston — Bryan {Concluded on page 86)