Exhibitors Herald (Jul-Sep 1922)

p THE THEATRE i9£PRACTICMt Weather In The Wake Of the First Run Theatre Weather, most serious theatre consideration of the moment, simply is. There's no changing it. Yet it may be dealt with. Man is influenced by weather chiefly as pertains to luxuries. His attitude toward necessities, at least his manifested attitude, does not change with the seasons. He buys shoes, hats, houses, groceries, fundamental items, as unhesitatingly in Summer as at any other season. Simple logic shows that the one accomplishment which will render the motion picture permanently secure against the hot weather influence is the establishment of screen entertainment as an accepted necessity. Progress toward this estate is being made, slowly but surely. Every possible effort should be put forth to hasten the advent of its attainment. Memory In the success of a prosperous theatre over an extended period memory figures more importantly, perhaps, than any other human faculty. Little is heard of it in the places where showmen discuss theatre interests and activities. To draw to the theatre on a given occasion a capacity audience is not a great task if sufficient funds are available. To entertain that audience so well that the memory of the occasion will linger permanently, bringing patrons back again and again in the natural hope that a similar pleasurable evening may be experienced, is quite another matter. It is infinitely more difficult of accomplishment, but, like all the more difficult undertakings, pays an infinitely greater profit. DUE to wholly natural causes, the American theatre is judged almost entirely by the first run house. To the men in direction thereof falls the important duty of introducingthe new motion picture, shaping its presentation, establishing certain practicable exploitation precedents for the benefit of showmen who must sell it to their patrons subsequently. To the importance of the latter's part in the successful marketing of a screen attraction too little thought is given by the majority of those concerned. The motion picture is in one sense very similar to the newspaper. The latest issue is always the object of keen interest. Yesterday's issue is given scant attention. Yet in the commercial sense yesterday's issue is of even and unvarying interest from the day of its publication until the moment of its recall from circulation. It should be treated accordingly. ♦ ♦ 4s IT is largely because of the splendid showmanship in practice among those who may be called, for want of a better term, "subsequent exhibitors/' that we have no more than the recorded number of picture failures. Over the brief period during which this industry has been engaged in building up a smoothly functioning machine for the supplying of the public with screen entertainment, these men have developed to a marked degree the originality, foresight and ability essential to the successful dissemination of film entertainment on a national scale. With the passing of time they have come to rely less and less upon assistance from first run theatres and other sources and have come to regard the selling of pictures to their patrons as a strictly retail proposition for which they must assume full responsibility. On the two pages following several photographs are reproduced to show the type of exploitation done by American exhibitors in the smaller cities. In the majority of instances distinct originality is disclosed. In all the local aspect is strongly emphasized. All merit the attention of whosoever cares, as all should, to know (Continued on next page) Talk Your theatre, any theatre, will be talked about. That is one thing that may be depended upon as long as people are people. Theatre visits always have been and in all probability always will be considered events. The nature of the talk that centers about your theatre is in very large degree the measure of its prosperity. That nature can be to some extent pre-determined, although few have undertaken to avail themselves of opportunities to do so. The obvious way to go about ihe business of making general comment favorable and of such nature as to stimulate attendance is to train the public to regard the theatre as the one reliable source of entertainment information. A good house organ does this in part, although few go far in this direction. Obliging attendants, ready to give full information on all points, also help. Habit Habit, stern director of the average man, is especially dictatorial in regard to his amusement indulgences. The average man, chief support of every theatre, prefers to follow a groove, to sit in the same seat every time he attends the theatre, to be waited upon by the same usher. One of the chief disadvantages of the Summer closing program lies in the breaking off of habits formed over the open period. In every case on record a great many of those who were steady patrons, forced to find new pastimes or other theatre, do not return to the old rut, a rut that leads straight to the cash drawer.