Exhibitors Herald (Apr-Jun 1922)

lay 20, 1922 EXHIBITORS HERALD 59 ' NEWSPICTURES WJITH 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. 'NEWS ESSENTIAL FILM FEATURE," ROGERS "Your exhibitor "helps' through the 'Newspictures' department should ; as eagerly sought as suggestions for exploiting features," writes E. R. ogers, managing director of the Tivoli and Rialto theatres, Chattanooga, ienn., contributing the following article. "Whatever interest is created rill help that much toward creating new business. At least the departlent will awaken the slumbering exhibitor to the fact that he has been /erlooking a good bet." By E. R. ROGERS An indispensable feature of any motion 'dure theatre program is the news reel. this is doubted, just eliminate one iter you have used them for some time, id watch what a hub-bub your patrons ill raise. Appeals to All Like a biography, the news reel with s recital oi actual occurrences appeals most everyone. Many times it is the ost refreshing unit of a program. Many itrons attend motion picture theatres r this reason only. Most exhibitors alize this and exercise the same care arranging musical motifs for this feaire as they do other units of their proI'ams. The news reel offers opportunity .r interpretation musically, because of "ONE OF THE BEST PICTURES I HAVE EVER SEEN'* ^av hundreds of our patrons of "The Green Temptation." Betty Compson and Theo Xisloff in "The Green Temptation" is proving one of the hits of the year! FIRE' :°»* ml ditft ro im *mt of a 1111,4 »!arm ■iroasl, N>w Vot'.i foi !«U •»* Hipper; UMB mur N-w York j olrtpli !r, <M,t_«a „ Prologue A clcter to* done. FI«r»IK* B*ri Phi pttfrr of th* future A!,o a Bus D»v«llv ,i.a«lna in nrje colon NOW SHOWING TIVOLI the wide variety of subjects. A wellplanned musical program tor any news reel will range from ballads and character numbers to jazz and stirring marches. Incidents in the news will attract patrons when the feature will not. Xo theatre manager should permit his news reel to go on the screen without first reviewing it tor exploitation material. Not all news reels have this possibility. Accounts of national interest can be "played" up over features in the same manner as are the big comedies and attract patronage. Exploitation Profitable Any effort to strengthen interest in this reel should be of great value to the alert exhibitor. The exploitation of short reels can be made just as profitable as the effort put behind the feature. After all, what does it matter whether the news reel, the comedy, or the feature brings the patronage? eproduction of a two-column newspaper advertisment used by E. R. Rogers. Note space (under "Fire") devoted to news picture. EXPLOITATION PRECEDENT SERVES C. E. Daffin, probably the first exhibitor to send an exploitation float upon the street, didn't deceive himself that it was a new idea. But the adaptation to motion pictures was new, and it served all the purposes of an original advertising device. As to Newspictures — The exploitation stunts employed for feature length productions take on the effectiveness of fresh material when applied to the unexploited news reel. A float was recently used in the East to exploit a Fox' News reel with excellent results. The same success undoubtedly will be experienced in parallel adaptation.-. New methods are ideal, particularly in introducing what is in the advertising sense a new product, but if-new ideas do not present themselves at once modifications of established devices should not be neglected. REPORTS NEWSFILM BY SERIAL NUMBER Harold Wendt. Rivoli theatre, Defiance. O.. establishes important precedent by contributing to "What The Picture Did for Me," this issue, reports on two editions of Pathe News, indicating the edition by serial number. Previously all reports on newspictures have been made by brand name and without specification of edition. Mr. Wendt's departure from custom obviously is dictated by reason and reflects a growing appreciation of the newspicture's importance. SELZNICK NEWS TO ADD DANCE SERIES (Special to E.rhibitors Herald) NEW YORK. May 9.— Selznick News introduces this week a series of new dance steps executed by recognized dance authorities. G. Hepburn Wilson, returned from three years in South America where he studied the new dances of that continent, is first to be presented, illustrating the Buenos Aires Delight, the Brazilian Kangaroo and Chilean Capers. ★ FINAL EXTRA * INTERNATIONAL NEWS. Xo. 35: Desert Horsemen Greet French President at Fez, Morocco— England Greets Dempsey — Last Pictures of Richard Croker — Woodrow Wilson Greets Women Pilgrims — Powers Cartoon — Special Matter for Restricted Prints — NO. 36 — Bonus Petition Presented to Congress — Italian King Banquets Statesmen at Genoa — Cowboys in Exhibition at Chico, Cal. — H. K. Eustace. English Explorer, Visits Xew York Zoo — Revolution Crushed in South Africa — Tad Cartoon — Special Matter for Restricted Prints. KINOGRAMS. No. 2142: Harding Honors Memory of Grant at Cincinnati — West Point and Annapolis Men March in Honor of Grant — Mississippi Levee Gives Way — Women Met by Woodrow Wilson — Penn Relay Team Set TwoMile Record — Xew Orleans Welcomes Knight Templars — Penn Crew Defeats Harvard — Joffre Leaves U. S. — Lady Astor Arrives at Washington — Sketchogram — California Track Meet Ends in Tie. PATHE NEWS, Xo. 36: Floods Break Down Mi.-s-issippi Levee — Bryn Mawr Girls Observe May Day — England Greets Dempsey — Former President of France Dies — Joffre Leaves LT. S. — John McCormack Weil Again — Greenland Canoemen Race in Open Sea — Strikers Gather at I'niontown. Pa. — Prince of Wales Arrives in Japan — Women in Olympic Games at Monte Carlo — Civil War Ravages China — Harding Honors Grant — Special Matter for Restricted Prints. FOX NEWS, Xo. 60: Mount Vesuvius in Eruption — Luis Firpo, Dempsey Rival, in Training— Zion City has Xew Vehicle. Half Plane Half Auto — Swimming Helmet Introduced at Venice. Cal. — Motorless Airplane Competition at Thun, Switzerland — Special Matter for Restricted Prints — NO. 61 : Harding Visits Birthplace of Grant — England Welcomes Dempsey — Joffre Leaves V. S. — Xew Orleans Welcomes Knight Templars — Levee Breaks at Ft. Worth — Crush Revolt in South Africa — Stork visits Buffalo Family in Detroit Zoo — Columbia Crew Beats Harvard — Special Matter for Restricted Prints. •