Exhibitors Herald (Jul-Sep 1922)

Something to Read Each, week the HERALD publishes numerous articles pertaining to censorship, blue laws and other reform menaces. Every exhibitor should keep a file of these stories for use when the occasion demands. PUBLIC RIGHTS LEAGUE Screen Message No. 73 The policy of this theatre is to present a diversified program so that it may satisfy each and everyone of its patrons. Your suggestions for changes which you believe would improve the program will be given sincere consideration. ADVERTISE YOUR ENTIRE BILL Get Potential Patrons Into Theatre If You Would Weaken Reform Forces Editor i al of Week Films That Satisfy (From the Minneapolis Daily News) There has been in progress for the last few months a thorough regeneration in the moving picture industry. In all the history of the world, no other industry has attained such imposing magnitude in so short a time. Such rapid growth has naturally not encouraged the development of standards that make for permanence. In their hectic endeavors to surpass each other in making and. marketing films upon an essentially commercial basis, the producers have naturally made many experiments and mistakes. Experience has fully demonstrated that permanence for the films cannot be attaiaed by mere novelty, camera trickery, the opulent display of the great spectacle or the "feeding up" of high priced stars. All these phases of the film have passed or are passing. Producers are finally harkening to the voice of the exhibitors who must sell the film to the public and are coming to the conclusion that permanence in the industry can best be served by making the film the instrument of good, genuine drama. It is along this line that the regeneration has taken place. Will Hays has had something to do with it: demands of the public taste as analyzed, interpreted and expressed by the exhibitors, who have been holding the bag, have been probably more of a factor. The change does not mean dull, uninteresting films; it means real stories of r=-al dramatic value ranging all the way from comedy to tragedy, played by well balanced companies of real actors. Merit has become the standard it is sought to establish: (Concluded on page 70) Human idiosyncrasies are the factors tending to make business a gamble — and more especially the business of theatre operation. Keen observation of people as a basis for an operating policy is vital if the owner of an enterprise desires to minimize the element of chance. Successful theatre operation depends upon the ability of an exhibitor to present a program which does not conflict in its entirety with its patrons, actual and potential. One class of patrons likes feature pictures of the virile type ; another dotes on society dramas ; still another favors the shorter subjects such as comedies, scenics, newspictures and the like. Failure on the part of many exhibitors to appreciate the significance of this has been a factor in the success of the reformer. The potential patron is the one susceptible to the hue and cry of the meddler. The exhibitor's problem then is to win over these potential patrons which reside in every community. Observe the lobby or advertising of a majority of the theatres and you will find nothing but the feature picture and possibly the comedy advertised. To the uninitiated the program is comprised of nothing but those pictures. There is no appeal to the potential patron who glories in scenics, newspictures and other film features. The enterprising department store which hopes for a quick turnover of its entire stock advertises everv article on the shelves. The man who doesn't want a hammer may need a new shirt while another man may want the hammer, so both are advertised. The same principle is applicable to theatre operation. To win potential patrons away from the ranks of the reformer the exhibitors must advertise their entire "stock." Each week in the Herald is published one of a series of institutional advertisements to acquaint the public with the significance of the newspicture. Similar advertisements built around the scenic, the screen magazine and other short features should be published faithfully in programs, herald and newspapers. You can disseminate anti-censorship and anti-blue law propaganda among your patrons, but you can not reach your potential patrons. Get this latter class into your theatre and your victory is half won for the ardent fan is not a henchman of the reformer. Advertise the news reel as suggested in the "Newspicture Department"' of the Herald : advertise other short subjects that you contract and pay good rental for and you will not only increase your box office receipts, but you will be aiding materially in the industry's campaign against intolerance.