Exhibitors Herald (Sep-Dec 1923)

November 10, 1923 EXHIBITORS HERALD 65 Associated Meets Public Demand Fan Opinions Gauge Offers Great Lineup Output, Says Woody For Year, Says Kane Exhibitor Today Is Buying for an Already Prepared Market, He Declares Public opinion is becoming a determining factor in the production of motion pictures and, says J. S. Woody, general manager of Associated Exhibitors, these demands are being heeded by producers and exhibitors alike. "Gone is the day," says Mr. Woody, "of the make-it-and-seeka-market-later class of motion pictures. The present is the time when the public is making its wants clearly known to the exhibitor, when the exhibitor transmits that information to the distributor, and the distributor, in turn, orders from the producer a picture to be made after given plans and specifications— for an already prepared market. "Associated Exhibitors is proud to be playing a part in this process. We believe we are giving the picture fan what he desires most. We base this belief partly on the fact that we cause to be made for distribution by us the character of production that the exhibitor avowedly requires. And the exhibitor buys pictures simply and solely on the basis of values and box office returns. "That the public does know what it wants, that the exhibitor is heedful of the popular demand, and that Associated's policy is the correct one we consider amply attested, moreover, by the boxoffice reports on those of the productions named in our current announcement which already have had showings: Charles Ray in 'The Courtship of Myles Standish,' Douglas MacLean in 'Going Up,' Mabel Normand in 'The Extra Girl,' and Harold Lloyd in 'Why Worry?' Each of these has "The overwhelming success of each of the offerings named in our met a reception from theatregoers and critics such as is accorded current announcement — and every' one that has been released has only an outstanding attraction of the very' first order. been put to a fair test — is evidence that they have struck the pop "Associated is proud — justly proud — of this array of product. ular chord, that they are meeting the wants of the public in full It is product in keeping with the policy we are sedulously careful to measure. follow— to offer no production that is lacking the stamp of either "We realize the extreme difficulty of surpassing this fall's at character or quality It is gratifying to know, too. that it is just tractions. Yet we feel that with Harold Lloyd's mid-winter picture, Arthur S. Kane Company Has Kept Pledge to Study Closely the Wants of Patrons. He States Associated Exhibitors is offering theatre owners for their fall and winter programs one of the greatest lineups ever presented, in the opinion of Arthur S. Kane, president. "In two and one-half years' experience in marketing Harold Lloyds we have found that the big picture is 'the thing,' says Mr. Kane. "In keeping, we have been moved to get big pictures of the calibre of those named in our announcement. Harold Lloyd in "Why Worry?" Charles Ray in 'The Courtship of Myles Standish,' Douglas MacLean in 'Going Up' and Mabel Xormand in The Extra Girl' are the kinds of attractions we are proud to sponsor. "When it started on its career as a purveyor of screen entertainment, the reorganized Associated Exhibitors declared its determination to obtain and serve the very cream of independent production. It pledged itself to study closely the wants of the public and to exert itself to the utmost to merit the public's approval. "We have kept the faith. The theatregoer has given his answer in a way that can be neither mistaken nor misconstrued. "We have grown consistently. Each succeeding season has seen a steady, logical advance in the quality of Associated Exhibitors product, just as we promised it should. Our productions during the season of 1921-22 were good; those in 1922-23 showed a decided forward step. Now, in 1923-24, we are going tar beyond anything that has been before. such big time entertainment as this that the public insists upon having. "The advantages of the process followed by the independent distributor and which is the fundamental basis of the Associated Exhibitors policy are many and manifest. Our close contact with the exhibitor, maintained through a carefully-selected and well-organized field staff, enables us to know exactly — of with as close an approach to exactness as is humanly possible — what kinds of pictures the exhibitor requires. It is our constant aim to keep our hand on the pulse of the man who runs the theatre. Thus, we are in a position to transmit exhibitor opinion and preference to the producer, to supply him with a vast fund of information and data of very great value to him. "In other words, we hand the producer a pattern to cut out and make up into a finished garment — in this case a motion picture whose character is in accordance with the consensus of exhibitor opinion throughout the country'-" J. S. Woody Douglas MacLean's 'The Yankee Consul', and Mabel Xormand's 'Mary Anne,' following the current successes of these stars, together with other big products which we hope to negotiate, the season's supply will be a group of pictures as high in quality and as big in box office possibilities as any in the market — if they are not, indeed, actually higher and bigger than any others. "Charles Ray's tremendous success on the speaking stage is at once a source of deep gratification and a promise of yet greater film triumphs. Everywhere Mr. Ray is being acclaimed as one of our greatest actors. I confidently believe that his next picture for Associated Exhibitors will reflect a further advance in his artistry, that he will return to the screen refreshed by his experience in other fields, with new and valuable ideas and a surer grasp of his great art. And. even aside from his present helpful experience, 'The Courtship of Myles Standish' would, in itself, have inspired him to greate: things."