Exhibitors Herald (Jul-Sep 1922)

34 EXHIBITORS HERALD September 23, 1922 Do Big Things to Make Big Money By FRED S. MEYER Managing Director, Palace Theatre, Hamilton, O. In the present and concluding installment of his remarkable contribution begun in last week's "Herald," Fred S. Meyer rounds out a composition of enduring value to theatre men everywhere. In a shortly forthcoming issue will be set down the story of how Mr. Meyer capitalized a "Herald" editorial in space purchased for the purpose with striking results. Watch for it. Now don't say that I am an optimist, because exactly the opposite is the case. What is more, until Ford's latest propaganda got on my nerves, I was like everybody else. If Smith said "Gee, ain't business H ," I'd say, "You don't know the half of it, dearie." In brief, like everybody else, I helped with the hammer. Once again, I followed the course of least resistance. Then I started to take inventory. Not like Mutt & Jeff with their "free thought" idea; I didn't kid myself into thinking that business was good when I saw the reports at the end of the day. I simply started to analyze. Time and again I have proven to my satisfaction and to yours, that when we went out after a certain picture, that is, exploited it, our receipts were not any less than otherwise; in most instances larger. Now then, on this assumption, doesn't it stand to reason, that, if we blow our horn, come out with a lot of optimistic propaganda, through our screen, the press, our mailing list, ultmately we'll be benefited? * * * Lack of time and space prevents me from You7 Auto Know HOW TO BUY A USED CAR By WALLACE REID SUr In "Acroaa the Contin, • Paramount Picture. "Tre bought a few used cars in my tlm« the same as every olher good motorist. And I find that as I look back over my experiences that therg are many things In my experiences that other motorists may find helpful. 1 In the first place, the best war to be sure that you are not buying a been reported etole*n or not sine* It keeps a repord nf all mactflnes stolen. Incidentally, many machines dishonestly acquired are later revealed as thefts because utoleo car Is to ^pply for Insurance before you mnke the final payment If the Insurance company will rover tbe csr you are safe even though U Is Ister proved tba( the car was • stolen machine; and these days one never can be sure whether a michlne Is stolen or not unless som» snch means Is nsed. The Insurance company can usually tell In a moment whether tbe car has or later come owner applies for la I have made It, a strict rule never to buy a used -marine from a man unless I was absolutely positive ci to hla reputation for fair dealing. The gyp used car men have been carefully avoided. It If too easy for a *.-■■*.■■ v-u*r tc doctor up a car *o skillfully tbat even an erpert wilt be deceived for a time. The onlv way to be sura that you are not being badly stuck Is to deal with a man having an established reputation. Wallace field in "Ac rheaVe August IS and . the Con tinent" will appear 1'al Reproduction of twocolumn feature run by "Hamilton (O.) Daily News" in cooperation with Fred Meyer, Palace theatre, advertising Paramount's "Across the Continent." making myself more thoroughly understood ; suffice to say that I have resolved to be what the newspaper editorially termed "a horn-blower." Hereafter, no matter ACROSS THE conti ik_e: NX You Auto JKmm SUNDAY MONDAY TUESDAY TV T*m Ltd by Waila*. Rt.d "ACROSS THE CONTINENT OLD FIELD CORDS ! $12.95 The Sturdy Wins Again in "Across the Continent" The Miami Motor Car Ca You Auto Know THAT TOO MUCH SPEED BRINGS NO GOOD TO RECKLESS MOTORISTS By WALLACE REID 1 in "Acroii the Continent." • Paramount Picture. From tot own experience driving bota In trnfflc and along country roada. I know tbat It does not pa* to talc chances. When someone else tries to beat me to a road Intersection, I let biro win. Why not? The fact that he crosses first dies not make blm a better drlTer nor prove that he has a better car. I shall not dispute him. When I ' driver dashing, along tbe The safest plan Is to take your time, take nothing for granted and assume that the nert man yoo meet will be breaking some rule of tbe rosd. In and oat between cars, blowlng his born loudly and frequently. I make the mental note that 1 shall probably get to my destination before he does, and frequently I hare overtaken him miles further on with a bent axle, tire trouble or some other more or seas aerlons defect caused by bis 111 considered* baste. an optlml9t by nature, I hare found It an excellent to be a pessimist when driving an automobile. I nave cultivated tbe habit Just becsuse it keeps me out of all aorta 0f difficulties. I don't go on the assoraptlon that ri! never have an accident On the contrary I operate on the theory that m be next If Tm not carefn! and by next I mean tbe next minute, not the next week or the next year. Cooperative page layout for "Across the Continent" which drove home the connection between the "You Auto Know" editorial features and the exhibition of the picture at the Palace. how poor business is, I am going to spread joy, by telling everybody that it's "getting better ; picking up ; showing improvement," etc. Just stop and consider what a good turn we can do our community. The laborer's wife reads that in a certain shop 250 men were laid off yesterday. On the next page she reads about Mr. Ford's contemplated shut-down. Clear across the front page, day after day, she is confronted with scarey headlines about the coal and R. R. situation. Can you picture how that poor woman feels, the anguish and fear she undergoes, how she suffers? I am neither optimist nor philanthropist, but I am going to try and be both. Henceforth, no matter how much it hurts, the propaganda I spread is going to be optimism. Castor oil is much harder to take than to spread cheerful news, when it is mostly imaginary. Still, Castor Oil is known to be "good for what ails you." So let A. P. and other services spread news, scandal and calamity; let us "Class Wallace Reid in "Across trie Co ntlnent" will appear at tbe Pain. Theatre. August 13. snd continuing for three days. Every day during the Hamilton theatre run of the Reid racing feature, one of these editorial features appeared in the newspaper, its position shifting from page to page. B" exhibitors try and spread joy, cheer and hope among our patrons. It can't possibly make our business any worse when conditions are off color ; then isn't it worth giving a trial ? * * * Some of the folks may say, "He's an optimist"; others may term us "theorist," but none will go so far as to say that we're crazy, or a fit subject for an insane asylum. Remember the old saying, "Laugh and the world laughs with you, weep and you are alone?" Well — it is a proven fact. Everybody is anxious to listen to the "go-getter" as to how he did it, and why? You never see any mob around a guy telling you how fate has mistreated him, or what a cruel world this is. So, with the start of the 1922-23 season, let us resolve that we will do something. And let that something consist of having faith in our city, faith in our community, faith in the business we are in, and above all, faith in ourselves. And with this firmly imbedded in our mind, we'll find it comparatively easy to shout "Business is good ; there's nothing wrong. Don't worry. Good times are coming; you know how 'tis." And now — I am patiently awaiting publication of this article, compiled at random, sent in for the sake of starting something. Let's go, now ! Who'll be the first to show me where I am "all wet?" You bet, I'll admit where I am wrong, but though living in Ohio, you'll have to show me. Urban Popular Classic Tells Story of A Horse "The Maverick," life story of a western wild horse, is the current Urban Popular Classic published by Vitagraph. It is said to be an exhilarating glimpse of the wide spaces on the Great Divide, before the coming of the white man, and a touching tribute to man's friend, the horse.