Exhibitors Herald (Sep-Dec 1923)

'40 rvHIBITORS HERALD October 6, 1923 They Say A presentation of discussion* on topics of interest to the industry by men and women of prominence in screen activities. many a splendid film now is judged as mediocre when seen from the middle to the end and then from the start to the middle." King Vidor Says: Herman Robbins Says: The influence of the trailer as a sales and exploitation medium is discussed in the following article by Mr. Robbins of the National Screen Service who reveals some of the interesting features and effort required in its compilation. The trailer today plays an important part in the Exhibitor's campaign to exploit his pictures successfully. It has proven a potent appeal and the exhibitor recognizes it as invaluable in helping him sell his audience the proper entertainment value of his coming attractions. Trailers today are designed with unusual care and attention. It is an art in itself and requires specialization of the highest order to build a trailer that will help the box office. One must know dramatic values and incorporate in this tabloid featurettc the strength, the drama, the beauty, the massiveness of the picture to make that production linger in the spectators' memory and influence then to see the picture. Our company has won the confidence of all producers — in fact, we are making trailers on every picture produced. We devote ourselves exclusively to this business— maintain a contact with the producing units actually an location — have special material created particularly for such purposes and have the full cooperation of every producer in achieving as fine a trailer as possible. Through our offices in New York City and Chicago, the exhibitor can procure a trailer on any or every picture he plays. A large staff of reviewers are maintained whose sole duty is to witness pictures prior to release. The producer, readily recognizing the value of trailers, furnishes such portions of the negative as are necessary in building this up. The exhibitor who still resorts to old methods is overlooking the unusual advertising value of his own screen. Well chosen scenes injected with selling copy of a production will arouse the interest of his audience and will result in attracting a considerable portion of his audience. l:ollov.'ing arc the opinions of wellknown directors on the question of tv.'o presentations a day for motion picture theatres rather than the present policy of continuous performances: Jesse D. Hampton Says: Jesse D. Hampton was the producer of Goldwyn's ''The Spoilers,*' which has been accorded extended runs and high praise throughout the country. "There are characters and dramatic touches made in the early parts of films that the picturegoer misses when arriving in the middle of a picture. The two presentation a day plan seems to me the answer te the cry for better pictures, for King Vidor has produced "Three Wise Fools" for Goldwyn Cosmopolitan distribution. He is now producing "Wild Oranges" for the same company. "The two presentation a day plan undoubtedly raised the standard of moving pictures. It puts them on the same plane as the legitimate and will undoubtedly increase the patronage of the theatre. Standing in line keeps me away from theatre, and personally I welcome the change enthusiastically." Tod Browning Says: Tod Browning has just sompleted "The Day of Faith" for distribution by Goldwyn Cosmopolitan Distributing Corporation. "Now it will be possible to make more intricate plots for motion pictures. We will not have the reminder staring us in the face half of our audience are going to see the picture from the middle. It will also be possible with the innovation in presentation to make films longer. I consider it a marvelous idea." The foregoing comments on tti'o presentations a day were prompted by the new policy adopted by the California theatre, Los Angeles.. Beginning on September 31. this house will offer only two performances a day, preceded by a concert given by an augmented orchestra.. All seats will be reserved. Maurice Tourneur Says: Maurice Tourneur is now completing "Jealous Fools" at the United Studios for distribution through Associated First National. "There is a tendency on the part of some film producers to overdress scenes and situations that begins to threaten the realism of the motion picture. "Judging from some pictures we have seen of late, all American families live in homes with the impressive proportions of the Grand Central station of New York. "I recently viewed a picturization of a popular play, which told of the life and loves of a music hall singer, a drab young person who makes a living in the most drab surroundings. "The story is of tremendous dramatic interest, rendered the more vivid by the contrast of its colorful theme with the pale and wan surroundings. The play was made into a picture. The singer successful, wealthy. Her wardrobe filled with the costliest finery. Servants surrounded her. The tiny music hall with its plain deal tables was transformed into a magnificent theatre seating thousands. "This tendency of elaboration and 'overdressing,' if allowed to become general, will prove detrimental to the effectiveness of the cinema." E. E. Shauer Says: Mr. Shauer, who is assistant treasurer and director of the foreign department for Famous Players-La sky Corporation, has just returned to this country after a visit of several months in Europe. "At no time since the war have the prospects for good business abroad been as excellent as they are today. I found a great improvement in conditions over last year, and unless all signs fail all branches of the industry are certain to enjoy an improved business during the coming twelve months. "Perhaps the outstanding event of the Exhibition By C. E. LEININGER (Grand theatre, E. Palestine, O.) Some tune ago I had a Western. In one scene the villain kidnapped the girl and took her to a lonely cabin, and there the two had a desperate fight. A man about 60 years of age was sitting half way down and when the fight started he jumped up and ran down the aisle, threw his hat against the screen and yelled: "By, golly, let her go." I hurried down the aisle to where he was and found him in the act of climbing up on the stage. I asked him: "What is wrong? This is not your fight." "Well, I'm going to help her," he answered. Just then the door of the cabin opened and the hero walked in. "There is the man that will help her," I said. "Well," he answered, "he is just in time for I was going to help here." I went and got his hat and took him to his seat. And the whole house had a good laugh. By CHAS. McELWEE (Sigma Theatre, Johnstown, O.) Before I began to run a theatre I thought it would be great fun, and so it is or at least it has been for me. My brother-in-law who is now in California (and I might add here, is in the Thomas Ince studios) turned this theatre over to me. I was with him most of the time since he bought this theatre and I must say it was funny the way I got the hooks thrown into me at first. New Year's I let a man come in here and put on a little vaudeville with his 6 year old son to impersonate Jackie Coogan. He brought along his films and we had "Peck's Bad Bay" advertised, and when we opened up in the afternoon it was an old war picture that came over on the Mayflower and the comedy was rotten. I also turned away a lot of my good customers and tcld them it was rotten. It was fun to see them come to me and tell me how thankful they were. Little fellows went away crying because they did not see Jackie Coogan. new season to date has been the sensational success scored by 'The Covered Wagon' on its opening, September 5, at the London Pavilion before one of the most distinguished audiences of theatregoers which has ever greeted a motion picture. The James Cruze Paramount special is the talk of entire Europe, on all boats, trains and in every public gathering place. "Distributing conditions are becoming more nearly normal, with the completion of a number of new theatres, and before the year is over our British release schedule will be on about the same basis as in the United States.