Exhibitors Herald (Jul-Sep 1922)

30 EXHIBITORS HERALD August 19, 1922 HERAL .MARTIN J. QUI G LEY PUBLISHER. &> EDITOR Published every Wednesday by Martin J. Quigley. Editorial and Executive Offices: 417 South Dearborn street, Chicago, Illinois. (Telephone: Harrison 91:48-0^4!),) New York Office: 1470 Broadway. (Telephone: Bryant 1308 and Bryant 5111.) Los Angeles Office: 453 South Spring St., (Telephone 600-10.) All Editorial and Business Correspondence should be addressed to the Chicago Offices. Subscription Price: United States and Its Possessions, Mexico and Cuba, $3.00 a year; Canada, $4.50 a year; Foreign Countries (Postpaid), $5.00 a year. Single copy, 35 cents. Copyright, 1923. All Rights Reserved. Copyright throughout Great Britain and Colonies under the provision of the copyright act of 1911. Vol. XV. August 19, 1922 No. 8 The Whole Market "We must never forget that this business rests upon the thousands and thousands of small-town exhibitors," declared Al Lichtman in an address before the Associated Motion Picture Advertisers. It is not surprising that Mr. Lichtman should have made this assertion, emphasizing an important fact in this industry which is not given proper consideration in many quarters with the result that the distribution of a great deal of product is unreasonably limited. We say it is not surprising that Mr. Lichtman should have made this statement because he is one of a limited number of motion picture executives who have a practical knowledge of the whole territory. In many instances distributors at the outset of marketing only visualize a portion of their market. Starting under this handicap it is only natural that certain highly productive elements of the market are non-existent as far as these distributors are concerned. Executives of the long experience, ripened judgment and practical field knowledge of Mr. Lichtman know what proper distribution in the smaller towns means to the total gross revenue earned by a picture. The key centers are only the starting points for a picture that is adequately marketed. * * # What Labor Wants Circumstances surrounding a controversy that has arisen in New York between exhibitors and operators brings forth a disquieting factor that must be decisively dealt with. The operators, who are doubtless familiar witli the conditions theatres have faced during the past year and one-half, demand a ten per cent increase in wages. A demand for an increase in wages on the part of employes of motion picture theatres at this time cannot be interpreted as a reasonable request that labor be permitted to share in the increased prosperity of employer. It is based on the policy that irrespective of all else constantly increased wages will be exacted. This is an attitude of labor which is not confined to New York but is quite general throughout the country. The eventual result of such a policy, not altered, is disaster for the employer. Organization on the part of labor, however strong, cannot change the economics of the matter. When labor demands more than the business will stand then labor must yield or the business must quit. * # # The Unfailing Sign The condition of general business throughout America represents the guide of overwhelming importance as to what the immediate future of this business will be. There are many who appear anxious to explore other fields for guidance as to future conditions but such pursuit will yield no real information. The public will commence coming back to theatres in the manner of old with the return of the theatrical season in exact ratio to the improvement in general business conditions. Re -Takes J. R. M. Strikes. * * * How wc love 'em. * * * While the government's about it why doesn't it put an embargo on walk-outs? * * * And traction magnates — how we love em. Also "L" employes and street car conductors. * * * Now that Jack and Marilynn are married and Mathilde has gone abroad — what are the newspapers going to print? * * * Of course Mathilde and Max aren't married yet, so that's pretty good "copy." But the suspense is awful. * * * Suppose Newmeyer Had Forgotten It An eastern trade paper says "Grandma's Boy" has a "genuine beginning, a middle and an end." We're glad to know that, for without the latter it would be in a sad way. * * * Warning One of our steady contribs thinks Mr. Fox made a mistake changing Buck Jones' name to Charles, but Universal is going right ahead and making "Hoot" Gibson, Ed Gibson. * * * We Wonder Does "The Bonded Woman" handle bonded stuff or is it only ordinary "bootleg." * * * A Fable of Neilson's Old Rutgers Neilson says there was once a foxy vaudeville artist who refused to take any bows or crow how he "knocked 'em off their seats" and "stopped the show," but frankly we don't believe it. He should live that long. * * * High Average California is batting 1,000 in the Jury disagreement league. * * * That Explains Everything We had noticed that our restaurant pie was growing smaller but didn't know the reason until we read that they're all made by the Littler Pie Company. * * * Plenty of 'em That woman who made a plea for films for the feeble-minded ought to be given a vote of thanks by a lot of people we know. * * * New vs. Old Saw When bootleggers fall out drinkers get no booze. * * * Straphangers Win? In the Chicago street car strike the men won every point on working conditions including 8-hour day, back pay, fallback time, layover time, meal time, and reporting time, but so far they haven't figured up what the straphangers lost. * * * Vacations By Dan E. Daily Vacations. Ain't they great. For fifty weeks you look forward to having a good time. For two weeks. An' you dash away. Fuller pep. Ar ' play and fish and travel. And come home. Dead tired. Money soent. Sun-burnt. But — gee what a diff. it makes. Just that two weeks. Of something else. (Hurrah! We're off on ours.) IN THIS ISSUE OF SPECIAL, INTEREST Camera Aceount of Hays' Visit to I.ik Angeles 35 German Publication Puts World Theatre Total at 47,000 33 NEWS OF THE WEEK Goldwyn-First National Deal Apparently Is Abandoned 37 Alleged Film Pirates Jailed by Will H. Hays 31 Wurtenberger Is Killed; David Harding Shot by Bandit 31 Hays Creates Lasting Spirit of Harmony While on West Coast 33 Money Plentiful for Independent Producers, Says Shallenberger . . . 36 Rhode Declines to Seek Reelection as Wisconsin Exhibitor Head.... 37 Hoy System Eliminated in Missouri Arbitration Plan 37 Smith at Helm of Exhibitor Unit in Western New York 38 Michigan Exhibitors Frolic at First Annual State Picnic 45 Film Industry Sound Investment in Australia Says Visitors 40 DEPARTMENTS Pictorial Section 39 The Week in New York 44 Money Making Ideas 40 The Theatre 47 Newspictures 55 Reviews 57 Public Rights League 05 Letters from Readers 60 What the Picture Did for Me 07 Theatre Equipment 83 Chicago Trade Events 87 With the Procession in Los Angeles 89 Guide to Current Short Subjects. ... 90