Exhibitors Herald (Apr-Jun 1922)

Something to Read Each week the HERALD publishes numerous articles pertaining to censorship, blue laws and other reform menaces. Every exhibitor should keep a file of these stories for use when the occasion demands. PUBLIC RIGHTS LEAGUE Screen Message No. 57 "All the proposed Sunday legislation is simply a human attempt to whitewash what God designed to wash white. To condemn movies because some things may be objectionable is like refusing to eat fish because it contains bones." — The Rev. D. H. Jones, former Baptist minister. Presbyterians Mass For War on Theatre "While we have faith in Mr. Hays as a Presbyterian elder, we are awaiting to see what he is able to put across. However, if the movies don't clean up for six days in the week and clear out on the seventh day, our sword is unsheathed and we will fight the commercialized movie trust to a finish." That statement comes from the Rev. Harry L. Bowlby, general secretary of the Lord's Day Alliance, and was made at the Presbyterian general assembly held recently in Des Moines. The assembly adopted its committee's report condemning Sunday motion pictures. An effort on the part of an Indiana minister to put through a resolution "discouraging the use of the automobile on the Sabbath" was defeated. * * * Bowlby's attitude is that of a troublemaker. He is the most dangerous type which the industry has to fight. His livelihood depends upon his success in forcing his intolerant plans upon the people. Both the theatre and the automobile .ire recreational. Everybody, rich or :>oor, may enjoy the theatre. Only those people of means may enjoy the automobile. Many clergymen have their lutomobiles. That is the reason the resoution "discouraging the use of the autonobile on the Sabbath" was defeated. Reformers, and many ministers may >e so classed, claim that the reforms they ;eek are for public welfare. The fact is hat they seek to oppress only that which loes not interfere with their own personal lives. . The industry can not meet the reform element on a mutual basis. No effort should be made to do this. Exhibitors nust disregard the intolerants and go lirect to the people with their plea for reedom from oppression. * * * Bowlby told the assembly that "we ex>ect to fight battles for Sunday legisation in forty-three states this next year." "Ie has been marshaling his forces for hese fights for many months. Unless the ndustry wishes to go down in defeat, t must fight back. The time to begin ighting is now and not at the eleventh lour, when a piece of legislation has passed to final reading or is waiting for a governor's signature. Every exhibitor must use his screen, his program and newspaper space in an effort to crystallize public opinion in his support. Unless this is done his theatre sooner or later will become the property of the reform element. Bowlby and the Presbyterians have declared war on you. You must make a counter-attack now or your cause is lost. Survey of Conditions Made by First National (Continued from page 26) is done. New Haven reports that factories are running on better time, and that building conditions are improving. Dallas reports an abundance of rain after considerable drought which assures excellent crops, and is very optimistic over the outlook for next season. Montreal expects that by September the return to normalcy will have been completely effected. Portland, Ore., announces that full time at all manufacturing plants will be the order of the day next fall and winter, with consequently better business at the theatres. Chicago feels that, with the relief in the coal situation and the advance in corn prices, likely to materialize between now and October, a real degree of prosperity should be felt through the territory. 3. Will Rentals Go Higher, Remain Firm or Go Lower? Fourteen territories express the belief that rentals will remain firm during the coming season. Twelve look for a declining tendency in prices. Four think that in some instances rentals will advance especially on attractions o£ unusual merit. There is strong conviction in many territories that the ordinary picture will continue to go down in price, while the real special will profit by commanding the higher figure. Keen competition in some of the first-run cities will hold rentals up or advance them. In non-competitive towns, little improvement over the present low rental prices is looked for. 4. Admission Prices — Higher or Lower? Sixteen territories contend that admissions will remain at the level they have reached today. Fifteen take the position that they should and probably will go still lower. East and Middle West are squarely divided on the matter. The South seems to be hovering in indecision as to whether present admission prices can be maintained, or whether further cut is necessary. In the Far West, Denver, Seattle, Salt Lake City and San Francisco do not anticipate a lowering of prices, while Butte, Los Angeles and Portland (Ore.), claim that a reduction is inevitable. Canada is uncertain, but the Maritime Provinces report that prices will remain firm at the box office. 5. What Is the Attitude of the Exhib itors Toward Longer Runs? Here there is a wide divergence of opinion. In the San Francisco territory the small-town exhibitor hesitates to increase the run of a picture, while the city exhibitors are convinced that longer runs, with pictures that will warrant them. Order Your Slides EXHIBITORS HERALD, 417 South Dearborn Street, Chicago, IU. Send me, free of charge, the series of twelve slides which the Herald is supplying to exhibitors in furtherance of the PUBLIC RIGHTS LEAGUE campaign to maintain the freedom of the motion picture. I will run each slide at every performance for one week when conditions permit of this arrangement. Name (Write name and address legibly) Theatre Street I City