Exhibitors Herald (Mar-Apr 1924)

58 EXHIBITORS HERALD April 19, 1924 picture made in the old country — i. e.r "David Copperfield." Sat right in their office and set in the dates March 6 and 7, ordered advertising, came home and tied up with the school, made a lot of noise about the picture, got everybody excited; and the darned thing never showed up. Called the exchange on the 'phone Thursday morning and was informed that Sioux City had my picture, but surely would be back that day. Got wir-e Thursday afternoon saying our show was being shipped. This would have given us a fairly good break, as we posted the information that "David" missed his train and would be here Friday sure. But our little jokers were still joking and the film never did show up. Would you advise us to take an ax to them, or let 'em die of their own meanness? The funniest part of the whole deal was that there weren't over 350 or 400 people came out on a snowy night to read our "no show" sign. Dog-gone my hide — I sure laffed. This is the second Tuesday following and not a word from them as to the why and wherefore. — L. A. Burson, Sun theatre, Gothenburg, Neb. House Organ Is "Surefire" Ad Medium, Says Brown (Continued From Page 56) ard ad and display cuts furnished by the exchanges, running from one to three columns in width and down to 1 inch in depth. An illustration of what may be accomplished in this size is noticeable in the reproduction herewith of the magazine used by the writer at the New Astor theatre, St. Paul, Minn. It will be noticed page 1 carries a stock heading cut, with the name of theatre, etc., in bold relief, the remainder of the page being given over each week to a story of next week's attraction, cut of star, and ribbon ad at boftom carrying announcement of current attraction. Page 2 is devoted to review of current bill, cuts, etc, and each week an editorial on some important phase of the industry, which is of particular interest to the patron. Much valuable propaganda can be spread through the medium of this editorial column. If you are not possessed of the peculiar knack of writing an original editorial each week — and it's no job either — it is not a difficult matter to resort to the time honored scissors and clip something of importance and interest from the columns of readable matter which is published from week to week in the various trade and other papers. Page 3 lends itself admirably to a striking full page ad on your next attraction, for which a stock ad cut can always be secured from the exchanges. Page 4 may be classed as a general utility page, allowing for local squibs, coming and current attraction announcements, columns devoted to "Public Relations," and, of greater importance a coupon to be filled out by those of your readers who wish to have their names included in your mailing list. * * * This leads up to the mailing list question. Many requests for information on how to secure a good live mailing list are constantly noted in the Herald. Properly used, the house magazine is ideal for this purpose. If you are after quick results, select at random from your city directory any number of names at the start. Mail a copy of your magazine to each one of these, with a special card enclosed, reading somewhat as follows: "We are mailing you herewith a copy of the Theatre Magazine. We feel sure you will appreciate our endeavors to bring you at all times the utmost in photoplay entertainment. If you take an interest in the Theatre, we know that you will be interested in being advised from week to week of the various attractions we are offering our patrons. If you will fill out the coupon on page four of the enclosed magazine, we will be glad to mail you your copy each and every week, at no cost to you." Enter on your lists the names and addresses of the replies you get from this first batch, and during each succeeding week, for say four or five weeks mail out copies of the magazine to different lists of names selected from the city directory. By following along this process of elimination in a very few weeks it is possible to collect a mailing list composed entrely of names and addresses of persons who have personally requested you to send your publication to them. You will assuredly find that a lively response will be given your request for names through the coupon medium. In the publication of the Astor Theatre Magazine as reproduced, never a single week goes by in which several new names are not received, properly filled out on the coupon. The mailing list of this particular magazine is constantly growing and contains positively nothing but names of persons who actually take a keen interest in the Astor theatre. For mailing purposes fold neatly in a number 9 manilla envelope, flap unsealed, and mail for 1 cent. In many communities the theatre manager is up against an indifferent attitude on the part of the local newspapers. He constantly encounters bitter opposition to the motion picture from certain elements. He frequently has a personal message to deliver. Oftimes he longs for a medium in which he can champion his cause. And above all, he NEEDS just such a medium through the columns of which he can foster the spirit of intimacy and good fellowship between his patrons and himself at all times. A live house magazine offers you, at small cost commensurate with value received, just such a medium. And it hits directly at your most valuable asset — your patrons. STATEMENT OF THE OWNERSHIP, MANAGEMENT, CIRCULATION, ETC., REQUIRED BY THE ACT OF CONGRESS OF AUGUST 24, 1912, Of Exhibitors Herald, published weekly at Chicago, Illinois, for April 1, 1924. State of Illinois, County of Cook. ss. Before me, a Notary Public in and for the State and county aforesaid, personally appeared Martin J. Quigley, who, having been duly sworn according to law, deposes and says that he is the editor and publisher of the Exhibitors Herald, and that the following is, to the best of his knowledge and belief, a true statement of the ownership, management (and if a daily paper, the circulation), etc., of the aforesaid publication for the date shown in the above caption, required bv the Act of August 24, 1912, embodied in section 4"43, Postal Laws and Regulations, printed on the reverse of this form, to wit: 1. That the names and addresses of the publisher, editor, managing editor, and business managers are: Publisher— Martin J. Quigley, 407 S. Dearborn Street. Editor— Martin J. Quigley, 407 S. Dearborn Street. Managing Editor— Edwin S. Clifford, 407 S. Dearborn Street. Business Managers — George Clifford, Tames Beecroft, 407 S. Dearborn Street. 2. That the owner is: (If the publication is owned by an individual his name and address, or if owned by more than one individual the name and address of each, should be given below; if the publication is owned by a corporation the name of the corporation and the names and addresses of the stockholders owning or holding one per cent or more of the total amount of stock should be given.) Exhibitors Herald Company, 407 S. Dearborn Street. Martin J. Quigley, 407 S. Dearborn Street. 3. That the known bondholders, mortgagees, and other security holders owning or holding 1 per cent or more of total amount of bonds, mortgages, or other securities are: (If there are none, so state.) — None. 4. That the two paragraphs next above, giving the names of the owners, stockholders, and security holders, if any, contain not only the list of stockholders and security holders as they appear upon the books of the company but also, in cases where the stockholder or security holder appears upon the books of the company as trustee or in any other fiduciary relation, the name of the person or corporation for whom such trustee is acting, is given; also that the said two paragraphs contain statements embracing affiant's full knowledge and belief as to the circumstances and conditions under which stockholders and security holders who do not appear upon the books of the company as trustees, hold stock and securities in a capacity other than that of a bona fide owner; and this affiant has no reason to believe that any other person, association, or corporation has any interest direct or indirect in the said stock, bonds, or other securities than as so stated by him. 5. That the average number of copies of each issue of this publication sold or distributed, through the mails or otherwise, to paid subscribers during the six months preceding the date shown above is (This information is required from daily publications only.) Martin J. Qu gley. (Signature of publisher.) Sworn to and subscribed before me this first day of April, 1924. (Seal) James P. Prendergast, (My commission expires February, 1925.) PURELY Personal Interesting news about exhibitors and people with whom they come into direct contact. Readers are invited to contribute items for publication in this column. Address them to "Purely PersonaL" Buddy Paul, of Mexico, Mo., plans to open a new 800-seat combination vaudeville and motion picture house in that city shortly. It is understood that he will probably call his house the Grand theatre and he expects to open the doors in about six weeks. * * * John Pratt of Fulton, Mo., and Billy Sohm of Quincy, 111., attended the Rotarian convention held in Hannibal, Mo., last week. * * * Stanley Brown, recently connected with the Finkelstein & Ruben houses in St. Paul and Minneapolis, Minn., has taken over the management of Saxe's Strand theatre, Milwaukee, Wis., succeeding E. J. Weisfeldt, who has become director of production at Saxe's new Wisconsin theatre. Leo A. Landau, director of the Garden and Alhambra theatres in Milwaukee, Wis., is expected back shortly from his annual vacation trip to Mississippi and Florida. During his absence the Alhambra has been handled by John Finger and the Garden by Charles Koch. * * * George Fischer, of the New Milwaukee theatre, Milwaukee, Wis., has announced that Clarence Eschenberg will manage the Capitol theatre in West Allis for him when it is completed in a few months. * * * A new theatre will be opened at Hoxie, Ark., in the near future. * ♦ * C. E. Boyette has opened his new Gem theatre at Brownwood, Tex. * * * An open air theatre with a roofed-in stage and an inclosed auditorium equipped for motion pictures and steriopticon work is one of the features of the International Petroleum Exposition to be held in the near future at Tulsa, Okla. * * * Carson T. Metcalf, owner of the Opera House at Greenfield, 111., was a visitor at the St. Louis First National exchange last week. * ♦ ♦ The Star theatre at Wyaconda, Mo., has been closed temporarily because of a small-pox quarantine. * ♦ ♦ George T. Chester, who formerly operated the American and Ark theatres in Orlando, Fla., has accepted a position in the sales organization of the St. Louis, Mo.,' Enterprise office. * * * John McFall has purchased the Liberty theatre in Terre Haute, Ind., of the Consolidated Theatre and Realty Corporation and plans to operate it as a first run house. * * * George Sommers, owner-manager of the Opera House, Green City, Mo., plans to erect a new motion picture house in that city. He has selected the southwest corner of the town's square as the site for the new house and expects to begin actual construction at an early date.