Exhibitors Herald (Jul-Sep 1922)

36 EXHIBITORS HERALD August 5, 1922 Wild West Films P opular in Southern Countries Paraguay, Angola and Bahama Patrons Prefer the Thrilling Type of Photoplays REPORTS rendered the U. S. Department of Commerce by consuls from three Southern countries state that American films are the most popular in their territories. Wild West pictures, charged with action, serials of a melodramatic type and comedies are the type of photoplays most appreciated in those quarters. IN Asuncion and other parts of Paraguay is this especially true where Consul Harry Campbell reports the demand heavy for serial pictures of a melodramatic nature. Cowboy and wild west films draw capacity houses at the theatres he reports. * * * "Amusements for the white residents of Angola are few, and they have taken kindly to motion pictures," says ViceConsul J. L. Pinkerton, Loanda. "The movies have also found enthusiastic patrons among such portion of the negro population as can afford them. The white population is estimated at not more than 15,000, but there is a large number of mulattoes who are generally in a better position financially than the negroes. The motion picture theatres now in operation in Loanda, Lobito, Benguela, Mossamedes, and other towns, range in seating capacity from 700 to a few score. "The program which gets the best reception is melodrama accompanied by one or two reels of comedy. Serials are also well received, as are cowboy pictures. American films of each of the above mentioned types have been popular. "The motion pictures shown are of America, French, Italian, and English origin. There is no import duty on motion picture films, but certain despatching charges are incurred. Printed matter for advertising motion picture films pays no import duty. * * * "Movies of the wild west, charged with the melodrama, and furnishing a succession of thrills, are the subjects which interest the Bahaman audience," says Consul Lathrop, Nassau. "Films are brought from Miami exclusively for exhibition, and the somewhat casual, irregular, and slow vessels which sail between March and December delay shipments and sometime postpone scheduled changes of programme. Only American films are shown and for colored audience, less educated and alert than a similar audience would be in the United States. It is obvious that the broadest effect and the simplest themes makes the strongest appeal. News could not profitably be shown as the bulk of the audience would not be interested. "Conditions are favorable for producing pictures. The clear atmosphere, scenic effects, and other advantages inducing leading eastern companies to take their pictures there and the islands are seldom without at least one producing company. MONEY MAKING IDEAS Which Have Exhibitors to Been Used Successfully by Build Up Their Patronage By T. H. SMITH (Princess theatre, Colchester, 111.) Once in a while put on a "Ladies Free night." Don't advertise this as a business stimulant but have another reason for doing it. For instance, I booked a lively Tom Mix picture and advertised that Tom Mix always brought out the male patrons but because the women thought they would not like him because he played in Westerns, they stayed away and for this reason they were missing some mighty good pictures. As an inducement to get them better acquainted with Tom and his pictures I said we would give a Ladies Free Admission ticket with each and every adult paid admission sold. The special price inducement and the curiosity to see the picture packed the house on the particular night and we did a much better box office business than we would have done otherwise. Another good one to work is to advertise that all tickets sold for a show on a certain night will entitle the patron to a free ticket for the following night. I did this stunt and could hardly take care of the crowd on a hot night. . . . On the free night, I gave them a picture which I knew would give excellent satisfaction and convinced my patrons that they were not "stung." The amount of business done on the first night exceeded any other similar night by at least four times the receipts and the paid admissions the second night were up to average. (The above is an excerpt from a letter from Mr. Smith which appears in "Letters from Readers" in this issue. Turn to page 56 and read the entire letter. It is well worth while.) Free Screen Clause In Missouri Beaten In First Skirmish (Special to Exhibitors Herald) JEFERSON, CITY, MO., July 25.The Committee on Bill of Rights of the Missouri constitutional convention has refused to report favorably on A. A. Speer's proposal that the constitutional safeguards guaranteeing freedom of speech and press be broadened to include freedom of the motion picture screen. This means that Mr. Speer must either have the committee reconsider its action or else raise a point of personal privilege when the bill is on the calendar for debate. Otherwise it cannot be brought up. . , This action on the part of the committee followed the storming of the convention by a small army of "reformers" representing the International Reform, Bureau, the Lord's Day Alliance, and other blue law organizations. Musicians Are Back In St. Louis Theatres (Special to Exhibitors Herald) ST. LOUIS, MO., July 25.— Musicians have returned to work in all of the motion picture theatres here. Under the terms of their settlement with the United Theatre Managers Association, the players will receive the old scale, but managers will determine the size of orchestras for "inside" theatres between June 15 and August 15. An arbitration board to be selected will settle future disputes. St. Louis Exhibitors Decline Hoy System (Special to Exhibitors Herald) ST. LOUIS, MO., July 25.— The St. Louis Motion Picture Exhibitors League has voted unanimously to refuse the invitation of the St. Louis Film Board of Trade to accept the Hoy plan. They declare it "reflects on the integrity of motion picture exhibitors individually and collectively." Exhibitor to Rebuild Despite $75,000 Loss (Special to Exhibitors Herald) ST. LOUIS, MO., July 25.— Harry and Eugene Freund, owners of the Cinderella theatre, Iowa avenue and Cherokee street, which was damaged about $75,000 by fire about a week ago, plan to have the structure repaired in time to open for the Fall season. The Cherokee is one of the best known theatres on the South Side and was erected several vears ago at a cost of $200,000 Weiss to St. Louis Harry Weiss, former assistant manager of the Associated First National exchange in Chicago and more recently manager of an independent exchange, has been made manager of the St. Louis branch office of First National. Films in Warfield (Special to Exhibitors Herald) SAN FRANCISCO, CAL. — The Warfield theatre has announced a new poluv of playing big feature films only. It will show no vaudeville.