Exhibitors Herald (Apr-Jun 1922)

100 EXHIBITORS HERALD June 24, 1922 LETTERS From Readers A forum at which the exhibitor is invited to express his opinion on matters of current interest. Brevity adds forcefulness to any statementUnsigned letters will not be printed. Admission Prices and Preachers PROSSER. WASH.— To the Editor: Our subscription expires some time next fall and enclosed you will find a check for two more years' subscription and Box Office Record No. 1 and 2 ; the latter we expect as soon as issued. The writer takes great interest in your publication and especially in the letters from exhibitors. Having operated the Princess theatre here for twelve consecutive years, I feel that I can answer some of the most important questions brought up by your readers. First, I want to talk to the man who has gotten cold feet during the few months of depression and cut down his price of admission. Remember the days, ten years ago, when we charged 15 cents for a two reel western and a one reel comedy, when we seated the audience on wooden bench' and furnished tweezers for slivers. Now we charge 30 cents, give from seven to nine reels of which every 150 feet of film costs more to produce than the program of ten or twelve years ago. Instead of an investment of $1,000, we now carry a load of $24,000 and we have only 1,600 inhabitants. I'll state that where the picture business of twelve years ago was a joke, it is now ranked next to the banking business, and we must give our entire time to the progress of the business and the exhibitor who does will have no trouble in making good interest on his investment. Let the exhibitor who believes in cutting, admission prices show his patrons a program of ten years ago and he will be astonished to note that he is giving far more for 30 cents admission today than he did in years gone by for a dime. Another exhibitor writes that he could not afford to pay the rental price for films produced by the most prominent producers of the industry. My experience is to the effect that I can buy the better production for the same money and here is • the answer: The independent producer or state right man has only about six to ten pictures a year, while the larger producing corporations release from 80 to 150 pictures per year. To get these pictures at a fair rental, try out the block buying system. Pick out 30 or 40 pictures from one of these producers and give them play dates with your contract and you will find that the prices will be all right. I never buy a picture but what I give play dates and play them. Should I pick a louse of a picture in buying a bunch like that, I don't blame anyone but myself and in this direction will say that the audience of the small town is more critical than the city patrons; and it stands us in hand to spend as much time as possible to ascertain the taste of the patrons and buy accordingly. I also lay the cards on the table by showing the exchanges what their pictures bring to the box office, and believe it or not, the producers want and need the business of the small town exhibitors as well as the big ones. As there is no staple price on pictures, many exhibitors are oversold at times, which is not the fault of the managers of the exchanges or the managers of WHEELER OAKMAN in a scene from "The Son of the Wolf," a forthcoming R-C Production. sales of the various corporations but of the traveling salesman who thinks it is great to soak an exhibitor, not realizing, the loss of future business he creates for the exchange he is working for. In closing will touch lightly on the question of Sunday closing. The small town exhibitor must realize that the punkest product of preachers are placed in the small town because these places have so many churches to keep up that when the church money is divided, the salary for each preacher is so small that a minister with an education derived from a college of theology never is found in a small town. When a preacher bobs up with the idea of closing us on Sundays, we compare his entertainment, which is as free as water, with our entertainment of pictures costing 30 cents or more, and the reason that he cannot compete is the fact that he is a bum preacher. And the solution of the problem is the undisputed fact that the preacher cannot get our Sunday audience into the church, were we closed. — B. J. Pacius, manager, Princess theatre, Prosser, Wash. Newest Wesley Barry Picture is Completed The forthcoming Wesley Barry feature, "Rags to Riches," a Harry Rapt production to be distributed by the Warner Brothers, has been completed at the Warner west coast studios. In the cast supporting the freckled youngster are Niles Welch, Ruth Renick, Russell Simpson and Mrs. Minna Ferry Redman. Wallace Worsley directed the feature assisted by Jim Chapin. The story was written by Will Nigh. Warner Film Soon Ready Franklyn E. Backer of East Coast Productions expects the second picture of his series, "Crimson Gold," starring J. B. Warner, to arrive in New York within about two weeks. It is now being titled and edited. FILM LAUGHS FROM TOPICS THE S ELECTED BY TIMELY FILMS INC. Teacher— Clarice, can you decline hug? Clarice — Please, teacher, I never decline it. — Iowa State Student. * * * Blondine — Do you know anything about domestic science? Brunetta— I betcha I can throw a rolling pin as straight as anybody in town. — Youngstown Telegram. * * * -Millionaire, speaking to a body of students—All -my success, all my tremendous financial prestige I owe to one thing alonepluck, pluck, pluck. Student — But how are we to find the right people to pluck?— Dinuba (Calif.) Sentinel. * * * Clerk (displaying shoddy goods)— Here's a good buy for your money, that will wear well. Mrs. Bargain Hunter (examining goods) — Yes, it's a good-bye and farewell for my money. — "Topics of the Day" Films. * * * Old Lady — Son, can you direct me to a bank ? Boy — Yessum, for a quarter. Old Lady — Isn't that a mighty high pay, my boy? Boy — No ma'am; not for a bank director.— Success. * * * Jack— What kind of a fellow is Blinks? Bill — Well, he's one of those fellows who always grabs the stool when there is a piano to be moved. — Bell Telephone News. * * * An old gentleman entered our office the other day and remarked : "I want to get copies of your paper for a week back." Then our editor replied : "Hadn't you better try porous plaster?" — North Shore Breeze. * * * "Maybe your son hasn't found himself yet," we consoled. "Isn't he gifted in any way ?" "Gifted? I should say he is. He ain't got a darned thing that wasn't give to him." — Cleveland Plain Dealer. * * * City Editor — Did you take down all the speaker said? Cub Reporter — No, but I have it all in my head. City Editor — Ah, I see you have it all in a nutshell. — Portland (Me.) Express. * * * May — This medicine surely makes your eyes smart. Ray — Oh, put some on my head ! — "Topics of the Day" Films. ■, * * * "Sir, do you see anything ridiculous in my wig?" "Yes, your head." — New York Evening World. * * * Hub (at breakfast) — I've got a bad head this morning. Wife— I'm sorry, dear. I do hope you'll be able to shake it off. — Pearson's Weekly. * * * Ray — If I were a Doctor, I would specialize in bone surgery. May — Well, you've certainly got a good head for it. — "Topics of the Dav" Films. * * * Jones — I never know what to do with my week-end. Bones — Why not keep your hat on it. — American Boy.