Exhibitors Herald (Jul-Sep 1922)

^^^^^^^^^^^^^^^^^^ THE THEATRE i^fLPRAeTICALt Short Subjects Mean Money New "Box Office Record" Supplies Short Subject Data Required for Correction of Current Errors COINCIDENCE, responsible for more than a proper number of the real developments in this business, brings this series of short subject discussions to close at a singularly auspicious time. As this issue of the "Herald" reaches subscribers, the September Number of "The Box Office Record" goes to the presses. In that volume invaluable short subject data is supplied to the trade. Producers, distributors and exhibitors of short subjects will gain from perusal of the new Short Subjects division of the "Herald's" incomparable service compendium first definite and comprehensive knowledge of the minor feature's theatre importance under present conditions. With this knowledge as a working basis, and with a properly unified determination to proceed intelligently to a mutually desirable end, the redemption of this neglected program element may be brought about without further delay. AS an example of the service information on <hort subjects presented in this book we quote herewith from the assembled comments on "Aesop's Fables," the cartoon, which head-; the Short Subjects division by reason of its alphaheticization : Try 'em. About the best short reel cartoon made (American, Orlando, Fla.). A very pleasing short subject to add to any program. Will please young and old alike (Circuit, Vander. Wash.). Best of its kind I have ever shown. I run one with my serial each week and it has almost as much drawing power as the serial (Star, Corinth, Miss.). Very good for a change. Take well (Rex, Salmon. Idaho). Run one of these every week and it seems to be one of the best cartoons I ever used. Better than any of them on the market (Liberty. Verona, Pa.). Mighty fine little subject that affords a much needed relief along with the eight, ten and twelve-reel features. Hope to make room for one of these every week or at least until the novelty wears off (Palace, Hamilton, O.). Clean and somewhat educational. Patrons seem well pleased, although I won't recommend them for pull or box office value (Queen. Lonoke. Ark.). In a class by itseli. Best short subject I have used. Running them Article IV with feature and two-reel comedy (New Holland, Xew Holland, Ga.). Have shown one. Was line (Opera House, Daiton, Wis.). All -mall towns need this reel. Will please all classes (Pastime. Marmaduke. Ark.). Shows a world of improvement since its inception. Give them a trial and you will be a regular customer (Majestic. Eureka. Mont.). In these voluntary contributions exhibitors tell more about this specific attraction than all the sponsoring company's advertisements and all the trade press writers combined have been able to tell in the period of their publication. The same service is performed for all the important short subject attractions on the market. IT has been the purpose of this series of articles to outline for all parties interested the present deplorable condition of the short subject in the public eye. Properly, it is the purpose of this concluding discussion to direct the attention of those interested to the one compendium of incontestable information from which as a starting point all required reforms may be speedily and efficiently brought about. This compendium is doubly valuable in that it not only supplies the information necessary to profitable reform but the impetus as well. Revealing actual short subject values, relatively as well as individually, it solves instantly the questions of where, how and when to begin. All required information being thus provided, the proper promotion of the short subject becomes simply a matter of inclination. IT has been said that exhibitors, while actually realizing the importance of short subjects, have not advertised them sufficiently. With the information supplied by "The Pox Office Record" incentive to correct this error is given. It has been said that producers and distributors have not advertised short subjects sufficiently or properly within the trade. "The Box Office Record" supplies the needed incentive in this case also, adding dependable guidance for the composer of copy. It has been said that the short subject stands before the theatre public in the obscuring half light of reflected publicity. "The Box Office Record" makes very clear to all the advantage of terminating this circumstance at once, definitely and for all time. "O ACK of all this looms the all important box office consideration, responsible for these articles and necessarily responsible for whatever new endeavor is undertaken at any time with reference to alteration of theatre practice. "Short Subjects Mean Money," used as the group title of these discussions, is a line fraught with meaning. Short subjects do mean money, real money, to everybody concerned. Exhibitors pay real money for them. Producers pay real money to make them. Real money is involved in their advertisement, within and without the trade. Until now much of this money has been practically wasted as a result of mismanagement attributable to various correctibkcauses noted. With publication of the September "Box Office Record" the last tenable defense of parties responsible, lack of dependable information, vanishes. If improvement is not speedily forthcoming it must be concluded that the "filler" designation accurately defines the ultimate sphere of the short subject in the theatre.