Exhibitors Herald (Mar-Apr 1924)

24 EXHIBITORS HERALD April 5, 1924 ' 'Herald' ' Contributors Test New Pictures for Industry Twelve Hundred Showmen in Cooperative Movement to Weed Out Weak Product — Whole Industry Benefited W w T LIKE 'The Herald,' " writes L. F. Wolcott, Grand theatre, Eldora, la., "and especially so since reports are therein on the newer product of the various distributors, thereby enabling us to have a direct check on the subjects we run, irrespective of how new they are." And reports accompanying Mr. Wolcott's letter make him a member of the exhibitor-contributor body, 1,200 strong, which has developed for the motion picture industry its most dependable test of product. In this issue, for instance, the 656 reports printed concern pictures of such recent publication date as to have escaped, in many instances, the professional reviewers. Available at this early date, exhibitor-written information relative to the demonstrated box office value of these pictures is of incalculable interest and worth to every concern and individual in the trade. AMONG the new pictures reported this week in "What the Picture Did for Me" are such recently published attractions as the following: Adventures of the North Breathless Moments Galloping Fish Icebound Lilies of the Field Nellie, the Beautiful Cloak Model North of Nevada Rendezvous Shadows of the East Stolen Secrets Thy Name Is Woman Wolf Man Women Who Give Nor is this issue an exceptional one. In the Herald for March 29, published last week, the list of new pictures reported included, among others: After the Ball Fast Express George Washington, Jr. Name the Man Night Hawk Phantom Justice Scaramouche This Freedom Three Miles Out Three O'Clock in the Morning Woman to Woman Woman's Woman This is the type of service extended the trade by the 1,200 independent theatre owners who have selected the Herald as the medium through which they will carry on the work of weeding out the inferior product and, through booking encouragement of effort in the proper direction, raising the standard of motion picture production to its ultimate estate. * * * Results follow rapidly upon the dissemination of this information, as the trade has come to know. Pictures of a type or quality incompatible with theatre successs are identified and avoided. Superior product is catalogued no less promptly and attractions in this class come into immediate demand. Financial saving effected by this prompt separation of the fit from the unfit cannot be calculated. Theatres operate with a greater number of drawing attractions annually, naturally to a greater gross intake and to a correspondingly satisfied public. Reckoned on a national scale, the effect is to produce a public estimate of the motion picture bas*ed upon the superior quality of the generally exhibited product. Out of all this is taken by each branch of the business its especial benefit. The exhibitor is enabled to operate more efficiently, more profitably. The producer learns at once the degree of success with which he has served the market; hence knows in time what to do and what not to do in his next production. Actors, directors, all whose efforts have gone into the make-up of a motion picture, learn at once wherein they have succeeded or failed and are guided accordingly. All of which makes for speedy progress toward betterment. Anti-Cohen Leaders Doubt He Will Surrender Control (Concluded from Page 21) break. The defection of True can have no effect whatever on the political situation, as not only is he not in any way considered an exhibitor leader in his former state of Connecticut but is now no longer even an exhibitor. Mr. True's theatre was the Strand in Hartford and rumors of some months past that he was likely to lose it were verified by the announcement a few days ago that on March 1 this theatre had been taken over by Hoffman & Kelleher who already were operating the Princess in Hartford and another theatre at Ansonia, Conn. Mr. True was formerly president of the Motion Picture Theatre Owners of Connecticut which office is now held by Joseph W. Walsh of Hartford. However, be all these things as they may, the old adage that politics makes strange bed fellows does not make an exception of exhibitor politics and the Boston convention, the date of which is set for May 27, 28 and 29, may see Cohen, O'Reilly and Brandt or any two of them lined up together again. Connecticut With Cohen That the Connecticut state unit is strongly with Sydney S. Cohen is evidenced by the reception given him last Wednesday at the annua! meeting and banquet of the Motion Picture Theatre Owners of Connecticut held in the Hotel Taft. Mr. Cohen was the guest of honor and was accompanied by the New Jersey president, R. F. Woodhull, i.nd M. J. O'Toole, chairman of the public service committee of the national organization. The following resolutions expressing Exhibition By HILDA H. ANGELL (Park theatre, Wappinger Falls, N. Y.) If the following appeals to you as being as funny as it did to me — use it. We used an advertising trailer for the first time on a Wednesday night, advertising the following Saturday's feature. A patron of the theatre stopped our operator on the street next day and said, "Say, that was a good joke on the boss last night, wasn't it?" The operator looked puzzled, and the wise patron said, "You can't fool me — I saw you pull it off quick — you got part of Saturday's show mixed up with last night's. Ha! Ha! that was a good joke on you!" Whereupon the operator laughed too, and left the movie patron blissfully ignorant of the fact that the joke was on him! Connecticut's appreciation of the national president's labors was adopted: "Resolved, By the Motion Picture Theatre Onwers of Connecticut in session assembled at Hotel Taft in New Haven, Conn., Wednesday, March 19, 1924, that we heartily express our sincere appreciation of the great work performed by our national president, Sydney S. Cohen, on behalf of the theatre owners of the country. We are especially moved in this relation because of the intimate and constructive official relationship which always existed between the national organization and the theatre owners of this state in all phases of which Mr. Cohen participated. "That we regret his impending retirement from the presidency and express the hope that he will in every possible way continue to give to our movement the benefit of his wise counsel and advice and that his fellowship with us will always remain firm and fixed, leading ever to higher and better things for the theatre owners and our entire industry." State President Joseph W. Walsh presided at the meeting which was one of the best attended and most enthusastic in the history of the industry in Connecticut. When Mr. Cohen was introduced he was greeted with cheers. Sunday Shows Win (Special to Exhibitors Herald) ADA, MINN., March 25.— For five years the blue law advocates here have fought Sunday shows. A few days ago the question for the first time was voted on. It brought the largest vote ever polled in Ada, and the blue law forces were defeated by a majority of 65. Joseph R. Ullman will continue to operate his theatre on Sunday. Celebrate 50th Showing (Special to Exhibitors Herald) LOS ANGELES, March 25.— Monday. April 7, will be celebrated at Grauman's Hollywood Egyptian theatre as the date when performances of "Ten Commandments" hit the half-century mark. The evening performance will be the 50th given in the theatre.