Exhibitors Herald (Jun-Sep 1924)

August 9, 1924 EXHIBITORS HERALD 17 Effect of Radio on Theatres Is Revealed in Exhibitor Test Theatre Men in Herald Aids Quimby in East to Appeal Conducting Experiment Music Tax Edict Findings to Be Published in Series of Articles Written by Theatre Man and Manufacturer By H. E. HOLQUIST {Editor, "Better Theatres” Section, Exhibitors Herald) Actual findings as to the influence and effect of radio on the theatre business and the possibilities for converting it into a showmanship asset will be presented to “Herald” readers and the industry for the first time as a result of a comprehensive experiment arranged through “Exhibitors Herald” under which radio has been tested in connection with theatre operation both from the broadcasting and receiving angles. The experiment, conducted by Kenyon W. Mix, vice president of Lyradion Manufacturing Company, Mishawaka, Ind., at the theatres of W. C. Quimby, Fort Wayne, Ind., represents the initial attempt to diagnose radio in all its ramification as applicable to theatre service. Data Collected Under Daily Operating Conditions Indicated results at this time promise to provide an answer to the many questions concerning radio and the theatre which has occupied the attention of theatre owners and the industry for the past two years. Data and facts gathered under daily and practical operating conditions will supplant theory and cursory opinion which heretofore have been the exhibitor’s only resource in determining radio’s relations and possibilities for his theatre. i special to Exhibitors Herald) PHILADELPHIA, PA., July 39.— That an appeal will be taken on the decision of Federal Judge Thompson of the United States court here ruling that theatres must pay the copyright fee demanded by the American Society of Composers, Authors and Publishers is indicated by the attitude of the thirty-one exhibitors involved in the suit. George P. Aarons, secretary of the M. P. T. O. of Eastern Pennsylvania, Southern New Jersey and Delaware, has interviewed a number of the theatre men and all are in favor of taking the matter to the United States supreme court, it is declared. A meeting is soon to be held at which a decision will be reached. The Stanley Company of America, the Fox theatre and larger houses in this city are at present paying the tax of 10 cents a seat per year to the music publishers. ** Music Tax'* Rulings Of Interest in Indiana (Special to Exhibitors Herald) INDIANAPOLIS, IND., July 29.— Probably in no state in the country did the recent decisions concerning copyrighted music cause any more interest than in Indiana. The Kansas City case and the Philadelphia decisions, in which the American Society of Composers, Authors and Publishers was upheld, are of particular interest here because of a number of cases that are pending in Federal court. In many sections of the state, njotion picture owners and managers have been defendants in suits for injunction and accounting. Thus far the cases are pending. When they are brought to trial, however, it is believed the two recent decisions will have a bearing on local cases. Try to Put Admission Tax Back in Georgia (Special to Exhibitors Herald) ATLANTA, GA., July 29. — Repeal of the admission tax on fifty cent tickets had hardly become effective here before two bills made their appearance in the assembly to put the tax back on the theatres as a state proposition. One of the bills, sponsored by the State Medical Society, was introduced in the House by Representatives Meek and Greer. The other was introduced by Representative Holden. Chain Offices to Move (Special from W. S. B.) BATTLE CREEK, MICH., July 29.— At a meeting of the board of directors of the Bijou Theatrical Enterprise Company it was decided that the entire offices of their corporation as well as the Butterfield interests will move to Detroit at the opening of the fall season in order that they might better operate their growing chain of theatres, in the state. Publication of a series of articles covering in detail the scope and effects of the tests on the theatres involved will begin in the “Better Theatres” section in next weeks Herald. Mr. Mix, authority on radio and responsible for the establishment and conduct of the W. C. Quimby broadcasting station, WDBV, will present in his articles, an intimate sketch of the work carried on, describing conditions pertinent to operating a theatre broadcasting station and sliowing through instances already executed the many uses which have been developed and are available to the theatre via ether. Exploitation Is Used Mr. Mix, for many years an advertising man and special newspaper writer, has combined with his practical radio knowledge this past experience to the end that virtually every conceivable angle of exploitation and publicity has been utilized. Sprague Green, member of the “Herald Only” Club and manager of the Orpheum theatre for Mr. Quimby, where tlie receiving end of the experiment was held, will tell first hand the audience reaction to radio. Mr. Quimby, pioneer theatre man, whose appreciation of the value of results of exhibitors generally of this experiment has made the tests possible, has been an interested observer of the effects of radio at his various theatres and his opinions and conclusions will be an important contribution to the subject. Tests Made at 4 Houses The plan of operation of the W. C. Quimby theatrical enterprises broadcasting station, further details of which will be told in forthcoming articles, is briefly as follows: Four theatres are involved in the experiment. The broadcasting station and studio are located in the Strand theatres which is closed for the summer. Musical programs and other suitable material is broadcast from the Palace and Jefferson theatres. At the Orpheum theatre a powerful receiving equipment has been installed and here patrons are provided with concerts received from Detroit and other points. In addition to the material obtained from the Quimby theatres the station broadcasts special local concerts, and local meetings and affairs of all kinds, in the name of the Quimby theatrical enterprises. Examples of the many opportunities for building good will and obtaining valuable publicity along this line will form one of the interesting phases in Mr. Mixs articles. Purpose of Experiment Summed up, the dominant idea behind the experiment is contained in the following outline: 1. Is radio, because of its nature, an inherent competitor of the theatre. 2. Can is by adaptation to exhibitor circumstances be converted into: A A box office attraction. B. A successful means of publicity. 3. Does this adaptation take the form of: A, Broadcasting the theatres own programs. B. Receiving programs of others. Careful check has been kept as to the above points with a view to presenting comparative results which will not only reveal the direction in which radio can best be used by the theatre but which will also serve as a guide for radio activities of theatres under conditions somewhat similar. Experimenting Since May Station WDBV went on the air in May and according to present plans the experiment will extend until the last of August. Over this period ample opportunity has been had to utilize the radio in every manner in which it can be used for theatres and equipment developed best suited for the purpose. In conducting the experiment Mr. Mix has kept foremost in mind the objective (Continued on page 24)