Exhibitors Herald (Jul-Sep 1922)

THE THEATRE i^FPRACTICAli "Herald" Ne ws Story Prompts Ed ltoria 1 Aid In its issue dated June 27 The Hamilton (0.) Daily r Nezvs carried the following editorial : THE IMPORTANCE OF MOVIES RECOGNIZED 'T IS no secret that Hamilton's movie theatres are hard hit each summer, when the tardy darkness and the lure of outdoor life keep the patronage at such a mark that managers are pleased when the week's business does not show a loss. In that connection is an interesting comment from Columbus, Ind., as reported to the "Exhibitors Herald," a national publication designed for movie theatre managers. The Evening Republican, a newspaper of that Hoosier city, has opened a campaign to assure sufficient patronage for the theatres to make it worth while for them to remain open during the summer months. The campaign was based on a recognition of the theatres as semi-public institutions, not only valuable as the principal places of amusement in the community but actually contributing to the wealth of the city by attracting trade from the surrounding territory. "The theatres are about all the source of diversion and entertainment in Columbus during the summer months," says an editorial in The Evening Republican, "and in this are a big asset, one that should be appreciated and supported to an extent that they will not be lost to the city." The campaign in Columbus, a city of 25,000, follows closing of the theatres, with exception of Saturday nights, all last summer. Think on the Columbus situation a moment. You will realize more, the longer you ponder, of the prominent part movies play in our lives today. The complete story of the Columbus situation was given on page 37 of the Herald for June 17 under the heading, "Editor Asks Community to Attend Theatres in Summer." Mr. Fred S. Meyer, managing director of the Palace theatre at Hamilton and showman extraordinary, brought it to the attention of the editor of The Hamilton Daily News with the above result. The Hamilton editor, as reference to your file will attest, has improved upon the original. He has singled out the dominant thought and presented it with striking force. Consulting, no doubt, with the clear-sighted Mr. Meyer, he has produced a follow-up comment, easily the best reported to date, which should assure the success of any showman's suggestion that his editor give the subject editorial attention. Editorial aid of this character, fundamentally ethical, is invaluable to the theatre. Through clean showmanship and active participation in civic affairs Mr. Meyer has established the motion picture in Hamilton on such a plane as to make the extension of this cooperation a wholly natural act. It is the most important business of the exhibitorial bodv to make this condition universal. rp T L H E E T A T T E R R E S Rea's Recipe for Business THEATRE EDITOR, "Exhibitors Herald." Dear Sir : Many thanks for my photos in the July 8 issue. This makes me feel proud and full of pep. I have stumbled onto a great tonic for most any exhibitor, most any place, who is suffering with the Summer Slump. Here is it: SLEEP 5 hrs. WORK 19 hrs. 7 DAYS PER WEEK. I'd just about as soon close up as try to operate without the "Exhibitors Herald." Yours very truly, G. A. REA, Forum Theatre, Hillsboro, O. DEAR MR. REA: Your "tonic" is excellent. In these days it serves alike for exhibitors and for all