Exhibitors Herald (Apr-Jun 1922)

\pril 22, 1922 EXHIBITORS HERALD 49 Will Observe 200th "Orphans" Showing (Special to Exhibitors Herald) NEW YORK, April 11.— Plans are being made to observe the 200th performance of D. W. Griffith's "Orphans of the Storm" at the Apollo theatre, New York city, on April 13, with the presence of Mr. Griffith and the principals of the cast, including Lillian and Dorothy Gish. The popularity of "Orphans of the Storm" continues unabated, it is said. fote to Aid Ince in "Leech" Film Fight b. 0. C. C. to Investigate Complaints; May Bar Pictures (Special to Exhibitors Herald) NEW YORK, April 11— Thomas H. 'nee, in his fight on "leech" pictures, »-hich he declares are a detriment to the :est interests of the industry, has a trong ally in the Theatre Owners Chamber of Commerce in New York City. Appoints Committee Mr. Ince defines "leech" pictures as hose which are resurrected in order to apitalize on the popularity of new prouctions of like titles. The T. O. C. C. voted to appoint a omrrtittee to regulate the distribution of uch pictures. All complaints will be onsidered by this committee and when t is found that such complaints are jusified an order will be issued to prohibit he 700 theatre members of the organizaion from presenting the picture, or picures, in question. Is Constructive Step Members attending the meeting agreed hat passage of this resolution was a contructive achievement and would encourige the producers to make bigger and >etter pictures without fear of dangerous .nd unfair competition. Rothacker Returns to Plant After Vacation (Special to Exhibitors Herald) LOS ANGELES, April 11.— Watter■on R. Rothacker has returned to the Rothacker Aller laboratory after a few veeks vacation at Coronada and Tia uana. Supervises "U" Units (Special to Exhibitors Herald) LOS ANGELES, April 11.— Arthur ■Vesnada, former cashier at Universal, las been made production manager of everal units at Universal City. Elaborate Press Books Are Money Wasted, Says Cohen Exhibitor Would Give News and Trade Papers Share Of This Expenditure — Urges Ad Campaigns to Aid Second, Third and Fourth Runs (Special to Exhibtors Herald) NEW YORK, April 11. — "Quit wasting money getting out elaborate and expensive press books, and spend this money where it will do the exhibitor some good,'' advised Sydney S. Cohen, president of the M. P. T. O. A., to the members of the Associated Motion Picture Advertisers at their luncheon last week. The announcement that Mr. Cohen would be the speaker brought out almost a record attendance. Gorgeous and costly press books, said Mr. Cohen, cause the expenditures of a vast sum of money to no purpose. Press books have a value in the material contained, and not in the elaborateness of the book, he asserted. The money that is spent in this manner should be spent in the trade papers and in the newspapers of the country, he asserted, if the producers were really trying to be of help to the exhibitor. Protests Short-Lived Advertising Campaigns Another point made by Mr. Cohen was that the producers now use the advertising mediums largely for "announcement purposes," which indicates that they fail to see beyond the first run exhibitor. He pointed out that second, third, fourth and even fifth run exhibitors are quite important in the distribution of pictures, and advocated that these be taken into consideration in planning advertising campaigns. Advertising in national magazines was censured by Mr. Cohen as being of little or no benefit to the exhibitor, and was simply another illustration of shortsighted policy which resulted in the waste of large sums of money that could be diverted to channels where the exhibitor would be benefited. Help Means Returns "And if the exhibitor is making money," said Mr. Cohen, "the producers and distributors will make money. He has to get it from the public and pass it along to you. If he doesn't get it he can't pass it along. And the more you help him get the more he will pass along and the more cheerfully he will pass it along." Trade papers came in for their share of censure as well as praise from Mr. Cohen. He argued that they all pay too much" attention to the politics of the industry and that this was not the function of a trade paper. Stresses Cooperative Need The need of harmony and cooperation in the industry was strongly stressed. After pointing out that his organization, from the time of its inception, had found it necessary to fight for the rights of the exhibitors he stated that it was now strong enough to uphold its rights and predicted close cooperation with the other branches of the industry. "The time is coming." said he, "when the various branches of the industry will sit on opposite sides of the table and thresh out all differences." nounced by the commissioner of internal revenue, totaled $5,687,256. In January, the tax totaled $6,453,483. During February, the bureau received $374,208 from the film tax. which was repealed, effective January 1, 1922, these receipts being on business transacted prior to that date. Collections from the special theatre tax amounted to $18,241. Taxes on Admissions Hit Five Million Mark (W ashington Bureau, Exhibitors Herald) WASHINGTON, D. C, April 11.— Admission taxes for February, just an Exhibitor Stages Free Show for Residents of City Hit by Big Flood (Special to Exhibitors Herald) BURLINGTON", KAN.. April 11.— Here's an exhibitor that deserves a croix de guerre. With Burlington, Kan., stricken from the disasters of a great flood last week, J. T. Xewcomb did not discontinue to operate his Newks theatre, but hastily affected a tie-up with the local newspaper and arranged for beneficial performances for distracted citizens. The newspaper furnished the advertising, Mr. Xewcomb the show. It would be a difficult task to convince Burlington citizens that horns sprout from the head of an exhibitor. Plays Host to Orphaned Children (Special to Exhibitors Herald) RICHMOND. IND., April 11. — The Richmond Rotary Club entertained fiftythree orphans from the Wernle Home at the Murrette theatre with the assistance of Frank Holland of the Murrette and Murray theatres. The orphans were shown a Jackie Coogan film, which they thoroughly appreciated. THEFT The business of reforming is akin to that of thieving. The reformer is endeavoring to rob the public and the exhibitors of their individual liberty. Theatre owners and managers should protect their inalienable rights by showing PUBLIC RIGHTS LEAGUE propaganda slides. A set of these slides will be sent gratis upon application by exhibitors.