Exhibitors Herald (Jul-Sep 1922)

54 EXHIBITORS HERALD July 8, 1922 LETTERS From Readers A forum at which the exhibitor is invited to express his opinion on matters of current interest. Brevity addf forcefulness to any statementUnsigned letters will not be printed. A Comprehensive Program KENOSHA, WIS. — To the Editor: Answering your letter asking my opinion as to the line of effort that the M. P. T. O. of A. and its executive officers should direct their efforts to during the coming year, would suggest the following : 1. The building up of the M. P. T. O. of A. to as nearly 100 per cent as possible and into a solid, harmonious, well financed, constructive, effective and efficient exhibitors' organization. That, in my opinion, is the first essential that will most quickly help to provide — 2. The very necessary reductions in film rentals, advertising accessories, labor and supply costs that must come if theatres are expected to continue in operation without loss, and will also help very materially in getting— 3. An equitable standard form contract. A legal businesslike square contract which will provide for— 4. The elimination of the very unfair deposit system, and the selling of film on the same basis as merchandise is sold in any other legitimate business. An exhibitor's financial or business rating will be the guide by which exchanges will gauge their impressions of exhibitor's responsibility. Paying for film before shipment is sufficient protection to any exchange. Any exhibitors abusing that privilege in lieu of deposits cannot remain in business long. 5. An effective legislative committee should be formed to give proper attention to adverse legislation, leading state and local organizations, as well as individual exhibitors, such assistance in advice and moral support, and where necessary for the benefit of the exhibitors in general, give financial support. To co-operate with confidence (I like that expression of Mr. Hays') with any other organization in the industry, in any effort that will be beneficial to the industry as a whole, and which in its scope may include the solution of the censorship problem, the repeal of special taxation, the repeal of "sour Sunday" laws, initiate a national agitation against the daylight saving and carnival evils, non-theatrical film service, etc. 6. The formation of a vigilance committee to protect the exhibitor and public against the buying of fake film stocks. 7. The formation of an exhibitors' board , COMING! DESERTED AT THE LTAFL BILLY BEVAN and Mildred June in a scene from Mack Sennett's latest First National comedy "Oh Daddy!" of review as a protection against unwholesome film and the placing of excessive box office values on pictures for high rental purposes. 8. To demand and secure a square deal for its members and in turn accord the same treatment to producer, exchange or any other branch of the industry — and the public. Those things can and will be done. A good many were properly taken care of last year. The membership was doubled the second year of the association's existence and it will have its proper percentage of growth this year. Many state associations were organized. The collective effort that state organizations threw into the battle resulted in the elimination of the film rental tax. Many beneficial activities were inaugurated that will see realization during the coming year, and it is my honest conviction that more constructive work will be accomplished in the next year than in all previous years of motion picture industry association history. The days of "dog eat dog" are going fast in this game and the days of "co-operation with confidence," "for the good of all" are taking their place. Don't you think so? — Joseph G. Rhode, president of Motion Picture Theatre Owners of Wisconsin. Would Educate Trade Papers CINCINNATI, O.— To the Editor: In answer to your letter to me of recent date, 1 will say that there are many things to be done the coming year and one of the biggest things in my judgment is to educate the trade papers up to the point where they would understand that the exhibitors organization is absolutely necessary, and that they should do all they could to encourage same, as without independent exhibitors :here would be no reason for trade papers to exist, and the quicker they understand this the better they will be off in my judgment. A constructive program will be inaugurated by the organization, and we have many big things to take care of this year. For further details, I would suggest that you take this matter up with our national president, Mr. Sydney S. Cohen. — I. W. McMahan, Lyric theatre, Cincinnati, Ohio. FILM LAUGHS FROM TOPICS THEr S ELECTED BY TIMELY FILMS INC. Wifey — What shall we name our baby? Hubbv— Let's call him Bill. Wifey— Why so? Hubby — Because he was born on the first of the month. — Portland (Me.) Express. * May (young wife with will of her own) — I have decided to name the baby Aphrodite. Ray (tactful husband, who dislikes the name) — Great! That was the name of the first girl I ever loved. May (after a brief silence) — I guess we'd iietter call her Adele. — "Topics of the Day" Films. * Mrs. Newmother — I wish I knew what to name the twin boys. Uncle Wetmore — Name 'em Tom and Jerry and I'll make 'em a present of a fine china mug with their names on it in gold letters. — Houston Post. * Freddie — Ma, what is the baby's name? Ma — The baby hasn't any name yet. Freddie — Then how did he know he lielonged to us ? — Pittsburgh Dispatch * Mistress — And what's your baby's name, Mandy ? Colored Maid — Hallud. We named him from the Bible. Mistress — Hallud? I never heard that before. Maid — Oh, yes'm. Ain't you never read "Hallud Be Thy Name?" — "Topics of the Day" Films. * Heck — Have you decided what you are going to call the baby? Peck — Yes ; I'm going to call him whatever my wife names him. — Boston Transcript. * Neverwed — So you've named your little boy after yourself? How can you tell which one your wife is addressing? Longwed — You heard her call "Peter, darling?" Well, wait till you hear her yell for me. — Pontiac Daily News. * "A Michigan father is puzzled to find a name for his eighteenth child." "Why not name the child, 'enough'?" — Atlanta Constitution. Premiere at Capitol for Universale "The Storm" "The Storm," Universal's Jewel production of Langdon McCormick's celebrated stage drama, had its world's premiere presentation at the Capitol theatre. New York City, and set a pace for itself in the esteem of the picture-going public as one of the greatest successes of the year, says Universal. It is hailed by Universal as the greatest picture since "The Heart of Humanity," and predictions are made that it will far exceed that picture in its money-making power. In the cast are Virginia Valli, House Peters and Matt Moore. Name New Farnum Film "Moonshine Valley" is the title chosen for William Farnum's next vehicle produced by Fox. Herbert Brenon is directing it and in the cast are Holmes Herbert, Sadie Mullen and Dawn O'Day.