Exhibitors Herald (Apr-Jun 1922)

vpril 29, 1922 EXHIBITORS HERALD 45 Prevents Free-For-All at Industrial Picture Confab M. J. Cohen Scoffs at Circulation Offered to the Manufacturers by Morton F. Leopold — Fox and Rothacker Representatives Talk (Washington Bureau, Exhibitors Herald) WASHINGTON, D. C, April 18. — The use of motion pictures as a medium of advertising, both in this country and abroad, considered at a conference called on April 11 by the National Association of Manufacturers, attorded producers of commercial films and representatives of the bureau of foreign and domestic commerce an opportunity to stage a fight over who was best fitted to distribute the pictures with which American business men hope to build up trade. M. J. Cohen of Los Angeles, representing the Exhibitors' Fund, led the attack against the work which is being' done with motion pictures by the department of commerce, scoffing at the circulation which Morton F. Leopold, head of the department's film section, offered manufacturers among state and county fairs, chambers of commerce and other civic organizations, schools and colleges, etc. States 2,500,000 Circulation Can Be Obtained Mr. Cohen claimed that his organization already has tied up 1,358 theatres, and can give advertisers a circulation of 2,500.000, under the percentage plan by which the cost of the advertising is paid by the advertiser and divided among the Exhibitor's Fund, the producer of the picture, the exhibitor and the exchange. lembusch Agrees Not To Open Theatre at Irvington on Sunday (Special to Exhibitors Herald) INDIANAPOLIS, IND., April 18.— itizens of Irvington. a suburb, opposed Sunday motion pictures won a fight cently when Earl McCoy, manager of e Irving theatre, agreed not to open ;ain on Sunday. The affidavit filed by hilip Zoercher against McCoy was disissed on the understanding that the there would remain closed on Sunday. Earl Cox, attorney for McCoy, said at it was not the intention of Frank embusch of Shelbyville, owner of the leatre. or of McCoy, as manager, to >erate the show in opposition to its paons. The affidavit against McCoy resulted om an indignation meeting held at the vington Presbyterian church, following le announcement by Mr. Rembusch tat he intended to operate the theatre i Sundays. telznick Enters Into Ten Year Distribution Contract With Select ( Special to Exhibitors Herald) NEW YORK, April 18.— Selznick picjres Corporation has signed a ten-year ontract with Select Pictures Corporation jr the distribution of their product irough Select exchanges. President lyron Selznick appeared for the produclg company and Lewis J. Selznick, presient of Select, signed for the distributing oncern. Clinton Production Co. Succeeds Capital Film L (Special to Exhibitors Herald) FRANKFORT, IND., April 18.— Anouncement has been made that the Ginon Production Company will succeed the 'apital Film Company, a Frankfort moon picture organization. The company is composed entirely of le stockholders in the Capital Film Comany and practically all live in Clinton ounty. Under the articles of agreelent the amount of stock can never exeed $100,000, and no stock will be sold d anyone who was not a former stockolder. Hue Law Advocate Is Appointed Police Head (Special to Exhibitors Herald) DES MOINES, IA.. April 18.— Ap: ointment of John Hammond as chief of olice here has placed the theatres, so ir as Sunday shows are concerned, on -ie defensive. Hammond is a staunch lue law advocate and it is declared that is appointment will inaugurate a drive or closing theatres and other amuselents on the Sabbath. Exhibitor Is Suicide (Special to Exhibitors Herald) KANSAS CITY, MO., April 18.— jeorge Love, owner of Love's theatre, •ne of the better class of negro motion ".cture theatres in Kansas City, committed suicide last week. No reason for he act could be advanced by relatives of •lr. Love. His financial condition is said o have been good, and he enioved good lealth. The argument, at times, was more than bitter, and once threatened to develop into a free-for-all fight, which was avoided onh by the acticn of the chairman in calling a halt to the proceedings. The questions discussed ranged all the way from why the films made years ago for advertising purposes were not successful to whether or not the public goes to the theatre to be entertained or to read the advertisements of Heinz beans, Baldwin locomotives and Barrett roofing. Must Be Sugar Coated It seems the idea of many of the commercial film producers that, if properly sugar coated, the public could be induced to pay admission to see how beans were manufactured and why Heinz are the best — with nothing personal to Mr. Heinz or his beans meant by these references. Two-thirds of those present at the meeting were motion picture men. The other third were manufacturers. Motion picture tans, from whom, possibly, some idea of the popularity of the proposed film advertisements might have been obtained, were unrepresented and hardly considered at any time. Nor were any exhibitors present or heard from. Many of the motion picture men who spoke told tearfully of the great desire of the public for education and how the use of motion pictures as entertainment was at its height and their educational use just begun. The ideal performance, according to views gleaned at the meeting, would consist of a three-reel thriller on "The Life and Adventures of the Blueberry." a scenic "Through Dr. Killem's Patent Medicine Factory," intimate glimpses of well known people, showing them using advertised products, and topics of the day, showing a complete list of the theatre's newest advertisers' products. Hancock and Rothacker Talk Not all the motion picture men pushed circulation. Some of them devoted themselves to the actual making of films and listened while others told of the circulation which should and could be obtained. H. E. Hancock of Fox Film Corporation, several of whose pictures have been approved and accepted by the department of commerce for distribution, explained what his company had to offer in the way of facilities for producing commercial films. Douglas D. Rothacker of Rothacker Film Manufacturing Company, suggested the formation of a committee to study the subject more extensively. William A. Lochren of Lochren Film & Slide Company, advised the manufacturers to pick out a good producer and leave the work of producing the film to him and pointed out some of the things which should be considered in planning a picture. These, and others, made no attempt to sell circulation, but evinced an earnest desire to help the manufacturers produce films which would show their processes and products in such a way as to arouse interest and stimulate business. Explains G. E. C. Films Manufacturers who have successfully produced pictures also told of their work along this line. General Electric Company, said C. F. Batholts, who is in charge of its film activities, has more demands for its pictures than it can fill and much of its circulation is theatrical. But the General Electric films are highly scientific; one for instance, was the story of water, the pictures being taken under a microscope and showing what water is composed of. etc. No attempt is made to advertise General Electric, whose name appears on the film only in signing some scientific statement which might later become the subject of discussion among savants who would want to know its source. There is no doubt of the popularity of such films, but a similar dissertation on paving brick, advertising Jones's bricks, might not be so successful. Censorship Never Can Be a Success Declare Indorsers of Indiana (Special to Exhibitors Herald) INDIANAPOLIS. IND., April 18.— Censorship can never be a success in the opinion of the Indiana Indorsers of Photoplays, which held its annua! convention here last week. More effective than censorship, according to discussions on the floor of the convention, is a sympathetic policy of endorsing the good.