Exhibitors Herald (Apr-Jun 1922)

\pril 29, 1922 EXHIBITORS HERALD NEWSPICTURES \JLT ITH a view to giving the exhibitor a better understanding of the importance of the W News 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. 03 NTEWSFILM REPORTS VITAL Showmen reporting to "What he Picture Did For Me" their exeriences with newspictures con ibute vitally toward the developlent of more efficient and satisfac)iy theatre service. Newsreel ex;utives, to fashion their product in :cordance with audience demands, mst be informed by exhibitors, in irect daily contact with the public, ist what those demands, notorijsly changeable, are at all times. Too few .have to date availed lemselves of this opportunity to 3 for the newspicture what they ave done so effectively through lat medium for the feature length ctraction, the serial and the short abject. One of the chief purposes of this epartment is to bring home to :aders the fact that in this too ndent acceptance of the newspiclre as an incidental product, nec;sary but not worthy of particular ttention, showmen are neglecting a ;ady-made opportunity to make Jditional profits without commentate expense. That not all theatremen are obvious to the facts in the case, but re determined to capitalize this ature of the program to the full evident in the following reports printed from the April 22 and pril 29 issues of this paper: Selznick News.— A fine addition to any program. A 1922 newspaper has some comedy in it and I believe the news reel should make an effort to get some more smiles. Select could put a couple of their "topics" into the news and make it 100 per cent entertainment. — Chas. Lee Hvde, Grand theatre, Pierre, S. D. Fox News. — Consider this the best news reel on the market.— J. H. Talbert. Legion theatre. Norwich, Kan. — Small town patronage. Kinograms. — I've been using this service two years exclusive, and it is the most up-to-date on the market.— J. K. Johnson. Rialto theatre, Omaha, \'eb. — Transient patronage. NEWSPICTURES GIVE PUBLIC WORLDWIDE VIEWPOINT * THOUSANDS of alert newsmen, trained to foresee vital events, ready at all hours of day and night to rush to the scene of the unexpected— MILLIONS of dollars invested in costly motion cameras and an inexhaustible supply of unexposed negative — ALL unified by efficient direction and functioning faultlessly to make the modem individual's viewpoint universal — SEE Newspictures at — THE PALACE SELZNICK NAMES NEW NEWS EDITOR (Special to Exhibitors Herald) NEW YORK. April 18.— David O. Selznick, vice-president of Selznick Pictures Corporation, has appointed J. C. Cutting, newspaper and magazine editor of wide experience, to succeed Lewis Allen Browne as editor of Selznick Xews. * FINAL EXTRA * Xewspicture editors are requested to report contents of current editions regularly and as far in advance as possible to this department. PATHE NEWS: No. 30.— San Francisco welcomes Marshal Joffre ; Auto racing record broken at Daytona Beach, Fla. ; U. S. Jackies drill at Gnantanamo, Cuba ; Rome welcomes King Victor Emanuel and King Albert — Royal Greek Guard reviewed in Athens ; Booker T. Washington memorial unveiled at Tuskegee, Ala. ; Mine situation in Lansing, O. ; Leviathan leaves Hoboken for Xewport Xews and reconditioning ; Boston Navy Yard workers march in protest against closing of yards. SELZNICK NEWS: Anniversary Number 1031. — Jack Dempsey sails for Europe. D. W. Griffith fellow passenger ; Allied officers meet at Coblenz. Germany; Paris sees new type of taxicab; 32 000 attend Giants' opening game in New York; Women's Supplement (fashions) ; Mrs. Harding photographs "Laddie Boy" on White House lawn ; Mary Landon Baker sails from New York: California co-eds enact Greek legend in open (Berkeley) ; Mrs. Babe Ruth cheers suspended home run king (New York); Farmerettes work out of doors at Riverside, Cal. * FOX NEWS: No. 54. — V. S. Jackies reviewed at Guantanamo Bay, Cuba ; Bud Fisher inspects stock farm at Louisville, Ky. ; Hot coffee supplied Boston firemen at work ; Pasadena high school students hold spectacular drill; Columbus. St. Petersburg, Fla., Ft. Bliss, Tex., St. Louis and Chicago events filmed for restricted prints ; Chicago Art Institute installs clay modelling classes for juniors; Face to face with Japan. No. 55. — Ice floes in River Duna. Riga, Latvia. (Concluded on page 66) WHAT NEWSREEL WILL ASSIST ALDRICH? Memorial Day, May 30, will be observed in the majority of American theatres in a manner befitting the occasion. The annual search for suitable films has begun. As the holiday approaches, letters of inquiry are arriving at the "Herald" office in increasing volume. Memorial Day is a newspictures opportunity. Out of scores of letters that have been received and answered by the Herald service department, we quote the following question from the inquiry of D. C. Aldrich, Town Hall theatre, Philadelphia, N. Y. Mr. Aldrich has arranged with the local American Legion post for proper celebration of the occasion and, after asking the names of Xew York State distributors of certain attractions, adds: "Is it possible to get any of the war films taken by the U. S. government?" The same question or very similar ones will be asked by hundreds of showmen before May 30. In our opinion it presents a splendid opportunity for newspicture editors to enhance materially the accepted valuation of their product by supplying a special edition, possibly.au "extra." made up for the occasion. Immediate announcement of such an "extra" undoubtedly would meet with a hearty response in terms of bookings. TRY COOPERATION^ WITH NEWSPAPERS Newspapers and news pictures are not in real competition — not yet at least,. One supplements the other. Stories in newspapers heighten the interest in pictures of big news events presented on the screen. Likewise, news events on the screen awaken or keep awake interest in newspaper accounts of a story. A live newspaper editor and a live theatre manager can easily take advantage of this fact to their mutual benefit. Let the newspaper carry a box onits first page "Motion pictures of many oi the important news stories in this edition will appear on the screen of the Palace theatre." In return, let the theatre have a trailer made to attach to its newspictures at each performance read.? ing, "First stories of many of the important news events presented in these pic* tures appeared in The Daily Xews." • USE NEWS STANDS Stands from which newspapers are sold are exceptionally desirable space to advertise the fact that your theatre always includes a news reel in its program. -The expense should not be great: Iq fact, the courtesy of your theatre to _the stand owner would probably suffice. 3