Exhibitors Herald (Apr-Jun 1922)

50 EXHIBITORS HERALD April 22, 1922 A mencan, Draw Not British, Films England in Government Report Says Block Booking Partly Responsible for Slump in Attendance AMERICAN producers and exploiters need feel no apprehension about their wares being shelved in England so long as present conditions prevail. One paragraph in a report from Wilfred G. Eyre, clerk, American consulate general, London, tells the story. With reference to the reported slump in attendance at the theatres in the United Kingdom, the consulate summary reads: block booking, according to the report. The consulate quotes Arthur Weigall, whose article, "Why Cinemas Are Empty," was published in the London Daily Mail. The article, which was in the form of an open letter to British exhibitors, said: kk\/T OREOVER the British films which have been shown to date are inferior to the good American productions. And the patriotism which prompts the exhibitors to show British films is not responded to by the public who are willing to pay provided they get their money's worth in amusement." That attendance has not suffered where good American productions are presented is evidenced in the consulate's summary on two specific features. * * * "The British public have not lost their taste for film plays. 'Way Down East' was produced in London on September 5 at the Empire theatre, one of the largest and best known music halls in London, and has only just concluded its run. 'The Kid' draws large audiences wherever it is shown, and during its exhibition at the Royal Opera House, Covent Garden, there was scarcely an empty seat in the theatre. "On the other hand, at a small cinema theatre where a British film adaptation of Ibsen's 'Pillars of Society' was being shown the audience did not half fill the theatre." Another factor which has been partly responsible for the attendance slump is "You are paying the price now of your block booking and blind booking of pictures you have neither seen nor read about, whether British or American, and which will often not be shown until the passage of months or years has made them almost out of date." The consulate survey has shown that in a number of instances films have supplanted other attractions at variety and dramatic houses, a condition much in evidence in America. "The Empire and the Palace, the two best known variety houses in London, have both had to resort to the cinema in order to keep their doors open," says the report. "The London Opera House, opened by Oscar Hammerstein in 1912, failed in turn as an opera house and a music hall, and is now doing good business as a cinema." New regulations relating to censorship have been issued only recently by the MONEY MA Which Have Been Exhibitors to Build By P. G. HELD (Sterling theatre, Fairmont, Neb.) It is easy for me to put over a good picture because I do not tell them it is a real good| picture unless I am sure of it. If I play a big special and know it is good. I always back it with my personal guarantee: "If after you have seen this picture, you think you did not get your money's worth, come to the box office and get your money back." KING IDEAS Used Successfully by Up Their Patronage The result is always a good turnout. By J. WILLIAMS (Cozy theatre, Checotah, Okla.) I have not made enough to retire from business but I have never lost any money and I lay my success to running good pictures and not overcharging. Also, never fight any public affair but always be one of them. Do not be afraid to spend a little money in their behalf. My house is always open to public gatherings. London county council. One of the most important of these reads: "After July 1, 1922, no person under the age of 16, unless accompanied by a parent or bona fide guardian, shall be present at any theatre where films passed by the board for 'public' or 'adult,' but not for 'universal' exhibition are shown." Films are divided into two classes by the censors, the "A" class being those pictures suitable for adults, and the "U" class, those suitable for universal presentation. Black Retains His Control of Houses Sale of Interest by Spitz Effects No Important Ownership Change Complete announcement of the details of the sale by A. A. Spitz of his interest in a group of the Black New England theatres disproves the recent rumor that Adolph Zukor had obtained the controlling interest in the Black chain of houses. Affects Only Four Theatres A. A. Spitz of Providence, it is stated, was interested in only four theatres controlled by Black and Spitz Theatres, Inc., namely: Pawtucket, Woonsocket and Arctic, R. I., and Taunton, Mass. Mr. Spitz's interest was sold to Famous Players Lasky Corporation, which, it is declared, retained one-half and sold the other half to Alfred S. Black and his brother, John A. Black, so that the relative ownership of Famous Players in the Black New England theatres and its subsidiaries remains the same as originally. Calls Dissension Talk "Rot" Alfred S. Black, president of the Black New England Theatres, commenting on reports printed in the Herald at the time the deal was consummated, declares that "reference to internal dissension, Mr. Spitz offering stock first to one interest and then the other, is nothing more or less than pure rot." Mary, Doug, and Jack To Launch Productions Shortly at Coast Plant (Special to Exhibitors Herald) LOS ANGELES, April 11.— A cloudburst of production activity seems imminent at the new Pickford-Fairbanks studio. Douglas Fairbanks is preparing to start shooting shortly on "The Spirit of Chivalry." Mary Pickford is to appear in a revival of her story of "Tcss of the Storm Country." She will start production in about two weeks. A special story by the author of "The Mark of Zorro," Johnston McCully, his been obtained for Jack Pickford. The title is unannounced. EXPLOITATION Reformers, through the enactment of their intolerant legislation, have made people forget the principles upon which the American government is founded. To revive the spirit of freedom in this country, these principles must be exploited. Showing of the PUBLIC RIGHTS LEAGUE propaganda slides, supplied gratis to exhibitors, is a part of this exploitation campaign.