Exhibitors Herald (Apr-Jun 1922)

38 EXHIBITORS HERALD April 29, 1922 Warners Give Exploitation Tips in Trade Paper Ads Progressive Step Taken by Independent Producers to Aid Exhibitors in Selling Films to Public WARNER BROTHERS, who have given to the state right field a number of outstanding successes during the past few months, have taken another step forward this week, this time in the adoption of a new policy in the preparation of their copy for trade paper advertising The advertisements, the first of which appear on pages 14 and 15 of your patrons politely tell you that your show was rotten, maybe it's the accessories and also an idea of how the big city and small town exhibitor can sell the picture to the public. nTHE stability of this industry rests JL in a large measure on truthful and helpful advertising," declares Eddie Bonus, director of advertising and publicity for Warner Brothers in discussing their decision. "It is our intention to carry out this idea and instead of bombarding the exhibitor with superlatives, we will show him what can be done with a picture from an exploitation angle. * * * "The success of any picture depends on showmanship and exploitation. We proved this fact with 'Why Girls Leave Home' and 'School Days.' Both productions were presented to exhibitors with broadside illustrations and practical suggestions on how to put them over. We made it a point to secure the largest number of novelties possible and a demonstration of our success is furnished by Wesley Barry cut-outs which tied up priceless space on Broadway and main thoroughfares throughout the country. "It is our firm conviction that producers should not only use the trade mediums to dispose of their product but also to present directly to the exhibitors showmanship methads and proper material to put over their productions." * * * Warner Brothers' success has been frequently cited as an example of the great possibilities in the intelligent and con sistent use of trade paper advertising space. Although they have spent large sums of money in the trade papers, it has been demonstrated to be an economy to themselves, to the exchanges handling their product and to the exhibitors of their pictures, as it has reduced the gross selling expense and has widened distribution. Hearing Scheduled on Music Tax Repeal Bill (Special to Exhibitors Herald) NEW YORK, April 18.— Sydney S. Cohen has announced that arrangements have been made for a hearing on Friday, May 5, before the house committee on patents on the music tax bill. In addition to President Cohen, the M. P. T. O. A. will be represented in Washington by these exhibitors: W. A. True of Connecticut; W. A. Steffes of Minnesota; A. R. Pramer of Nebraska; H. B. Varner of North Carolina; M. J. O'Toole of Pennsylvania; C. E. Whitehurst of Maryland; M. E. Comcrford of Pennsylvania; John T. Collins of New Jersey; John Mannheimer of New York; R. F. Woodhull of New Jersey, and E. M. Fay of Rhode Island. Arbuckle Showing Still in Doubt Just what course will be taken with reference to the Arbuckle pictures has not as yet been made plain. It is understood that it was originally planned by Famous Players-Lasky corporation that upon the acquittal of Arbuckle new and old subjects featuring the comedian would be distributed, thereby permitting the public to register its decision as to whether it wanted these subjects. Since this plan of Famous Players became known it appears that numerous protests have been received and from present indications what course will be pursued remains in doubt. Company for Producing Comedies Is Launched In Ohio by Fairer Sex (Special to Exhibitors Herald) COLUMBUS, O., April 18.— Women have long played an important part in the production of motion pictures, but it remained for a group of Ohio women to launch a production unit comprised entirely of members of the fairer sex. The official name of the organization is Kelly's Klean Komidies Company, Inc., with offices and studios at Columbus, O. Working quietly, the company incorporated some time ago at $100,000; equipped a studio at V22]/2 South High street, Columbus, and has already completed a two-reel comedy, titled "Ten Bar Rooms in One Night." Miss Ella Kelly of Columbus is president of the organization. Other officer? include: Mrs. Samuel R. Matson, Cincinnati, vice-president; Harriett R. Main Delaware, secretary, and Mary George Columbus, treasurer. The first comedy "Ten Bar Rooms in One Night," has woi the unanimous approval of the company': officers and critics invited to view it an< preparations have already been made fo the production of three other two-ree comedies. Barrett Kiesling New Treasurer of Wampai (Special to Exhibitors Herald) LOS ANGELES, April 18.— Barret Kiesling, associate publicity director a Lasky Studio, is now treasurer of West ern Motion Picture Advertisers, sue ceeding Malcolm S. Boylan who resigno to become director of special events fo ' the Wampas. Believe Weather Affects Applause IVcll-Knozvn Scientist and Engineer Conducting Series of Experiments in New York Theatre When your audience fails to applaud, maybe it's the weather. When your patrons politely tell you that your show was rotten, maybe it's the weather. So says Dr. E. E. Free, former major in (he chemical warfare service, and a will-known scientist and engineer. The scientist is now conducting a series of experiments on this subject at the Broadhurst theatre in New York where "Marjolaine," starring Mary Hay, is playing. * * * Applause, points out Dr. Free, is not only a mental reaction, a response to appreciation or pleasure, but it is also a physical act. One will applaud longer and more readily when the general average of energy in the audience is high, when the weather conditions arc stimulating. In "Marjolaine." by studying the responses— laughter and applause respectively— to certain carefully selected lines and songs, he expects to standardize each audience, to determine what the normal average response of an audience of that particular mental quality ought to be. "I believe that how the weather affects applause in the theatre can be studied scientifically," he declares. * * * "Researches into the effect of differences in the air, changes in climate on human behavior have been made by several American scientists, notably Dr. Ellsworth Huntington of Yale University, although so far as I am aware Dr. Huntington has not applied his results to the theatre. Dr. Huntington has proved that the energy of men, their willingness to undergo exertion, the amount of work or play they can finish without undue fatigue, varies greatly with the weather." Zukor Is Grandpa NEW YORK, April 18.— A boy has been born to Mr. and Mrs. Eugene Zukor. Mr. Zukor, son of President Adolph Zukor, of Famous Players-Lasky Corporation, is associated with his father in the producing and distributing company. This is President Zukor's first grandchild.