Exhibitors Herald (Dec 1923 - Mar 1924)

60 EXHIBITORS HERALD March 8, 1924 LETTERS From Readers A forum at which the exhibitor is invited to express his opinion on matters of current interest. Brevity adds forcefuhiess to any statement Unsigned letters will not be printed. He Liked Quigley Editorial PITTSBURGH, PA.— To the Editur : The Exhibitors Herald is on the right track in calHng attention to delivery of bum prints by exchanges. Have had experience along this line, particularly during earlier years in the business. An exchange only injures itself when it allows a bad print to be sent to an exhibitor. If a print is worth selling it is worth keeping in good condition. We don't want an exchange to give us a bad print cvcti if ti't-'d fict it free. Showing films in bad condition is an injustice to patrons. Small exchanges wonder why exhibitors light shy of their product. Bum films and doubtful delivery play an important part in preventing sales. The larger companies usually deliver films in presentable shape and on the date set by the exhibitor. Dependable scrzncc should be the watchword in all exchanges. — Henry W. GauuIng. Lincoln Theatre. Pittsburgh, Pa. The Business of Making Stars AVAPPINGER FALLS. N. Y.— To the Editor — To the uninitiated Exhibitors: Have had a very bitter experience — would warn fellow exhibitors who have not yet made same mistake: Each year new stars come out and each year the exhibitor puts them before his patrons, and works hard to build up their popularity. Prices at first are reasonable, spend a little extra to advertise them, and feel proud of success if it comes. Next time the salesman comes around, am all ready to sign the dotted line when the question of price arises. Thinking, of course, it is the same as a few months previous. But no — that particular star is making "bigger and better*' pictures — increase of 25%. Rather than lose what I had already spent to make the star popular, I sign at the increase. I find in showing the features they are not any bigger and better, so when it comes time again, I ask for original price and am met thusly: "Yes, of course, you are paying a high price for these pictures, but you see, having established that precedent, your price will have to remain the same. The home office will not change it now." Needless to say those stars do not twinkle on my screen any more. .\n,d so. having learned by sad experience I want to warn others who are new in the game. Establish a precedent to suit your means, not venture beyond, for there is no turning back. Have been an exhibitor for seven years and know. — Hilda H. Angell, Park Theatre, Wappinger Falls, New York. Maintains Ads Aid Pictures PIERRE. SO. DAKOTA. — To the EniTOR: Was interested to notice that you published my letter to you concerning National Advertising some time ago in your esteemed paper. Might mention to you that I received a very instructive letter from the advertising manager cif Wm. Fox presents Al St. John in "Be Yourself". The above are two scenes from this production. Famous Players-Lasky in reply to same. His attitude is very close to mine as to the general nature of the problem, but I still think I am right in that the present National Advertising makes it harder for us to sell an old picture to our public and m-akes them get old quickly. A picture should be new until it is shown to your public, when all the National Advertising which they read is written emphasizing the new product. If the industry is going to holier loud about how good their new pictures are, it is bound to make people think that the industry itself feels that a picture is not worth talking about when it gets to be a month old. Therefore, they will value it accordingly. — Charles Lee Hyde, Grand theatre, Pierre, So. Dakota, Albany Film Salesmen Form New Organization (Sfyccia! to li^ltibitois Hcraldj ALBANY, N. Y.. Feb. 26. — With James Rose, of the Pathe exchange in -\lbany, N. Y., as temporary president, the film salesmen of Albany have formed an organization with a membership of about twenty. David Lake, of the Paramount exchange, has been named as temporary treasurer and Samuel Hochstim of the Associated Exhibitors, was named as temporary secretary. It is expected that the organization will affiliate itself with similar ones in New York, Cleveland and Philadelphia. Among those attending the first meeting were Mr. Hochstim. Mr. Rose, Nat Marcus. Amos Leonard. Barney Prank, Roy Smith, .\rthur Goldsmith. Holbrooke Bisseil. David Levy. V'ictor Bendell. David Lake and Mr. Silver. 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** 20th Anniversary File month of February marks the twentieth anniversary of the opening of the Plattsburg Opera House, Plattsburg, Mo., by Thompson & Trimble, The theatre was originallj' devoted to legitimate productions, the opening performance being "'Tlie Bohemian Girl" by the Beggar-Prince Light Opera Company. Twelve years ago pictures were introduced and. save for an occasional road show, that marked the end of legitimate shows in the Opera House. Congratulations from the Herald staff to Messrs. Thompson & Trimble. HOPKIN'S FATHER DEAD Edwin Joel Hopkins, father of C. E. Hopkins of the Hopkins theatre. Cotter, Arkansas, died recently at his home in Cotter. The funeral was held the following Sunday, Rev. Black of the local Methodist church officiating at the services at the home and the city cemetery. C. E. Hopkins is the only son. Pasco, Not Walla WalU Last week ice printed an item concerning Mananer E. J. Reynolds of the Liberty theatre. Pasco, Wash. Through an error the item read "Walla Walla, Wash." instead of Pasco. Beg your pardon, Mr. Reynolds. Sauvage Has Grand William M. Sauvage of the Hippodrome theatre. Alton, 111., has leased the Grand theatre from the trustees of the property and plans to re-open the house in three weeks. The theatre will be redecorated and it is Mr. Sauvage's plan to show only the best of the first run pictures. People in Alton are congratulating themselves that a man of long theatre experience in Alton will take over the theatre and not an outsider. "PA" JUDD NOW MANAGER Pa Judd has taken over the management of the new Beyer theatre, Excelsior Springs, Mo. Mr. Judd successfully operated the Orpheus theatre on South St. for a number of years and his many friends are glad to see him back in the game again. Best o' luck, Pa. Andy Easton Buys Theatre As an aftermath of Mr. Vohtead's famous ael. .Indy Eastou of Edgem-ont. III., has sold his saloon and bought Mrs. Kate Kampmeyer's grocery store at S^oo State St. in connection zi'ith ivhich he will operate a motion picture theatre. Andy is in a position to provide you with physical or mental nourishment. NO PLACE LIKE HOME .A. L. Middleton has returned to DeQueen. Ark., and re-purchased the Grand theatre which he disposed of some time ago in preparation for a tour of the country in search of more desirable location and property. "There may be better places." says Mr. Middleton. "biit I couldn't find them.''