Exhibitors Herald (Dec 1924-Mar 1925)

January 3, 1925 EXHIBITORS HERALD 23 Metro Selects Agent for Australian Field (Special to Exhibitors Herald) NEW YORK, Dec. 23. — The appointment of N. Bernard Freeman as first personal representative of the Metro-Goldwyn interests in Australia and New Zealand since the consolidation of the two companies was announced today by Arthur Loew, vice president of Metro in charge of the foreign department. Mr. Freeman was born in Sydney, Australia, but has been associated with New York and Albany exchanges of Paramount, and also with the Famous-Lasky Film Service for a number of years. The picture industry in his new field, said Mr. Freeman, an already thriving business, has given every indication of increased prosperity insomuch as a large number of big theatres have just recently been completed upon a scale as large as many of the houses of New York and Chicago. N. Bernhard Freeman Bernstein Is Elected West Coast Director (Special to Exhibitors Herald) LOS ANGELES, Dec. 23. — Arthur Bernstein, production manager of Jackie Coogan productions, upon his return from Europe, where he handled the financial details of Jackie’s trip, was advised that he had been elected a member of the board of directors of West Coast Theatres. Bernstein has been production manager for Jackie ever since the boy began his first starring vehicle. His election to the directorate Arthur Bernstein of West Coast came because of his intimate knowledge of the exhibition end of the business. Before joining the Coogan forces about four years ago Bernstein was a prominent exhibitor in Los Angeles. His duties on the West Coast directorate will not interfere with his production activities for Jackie. Science of Love May Be Exposed in Pictures (Special to Exhibitors Herald) NEW YORK, Dec. 23.— With the purpose of bringing back to America Professor Freud, founder of the modern love science of psychoanalysis, and give American producers the benefit of his discoveries, Samuel Goldwyn left for Europe last week. Mr. Goldwyn’s belief that Professor Freud will be interested in the negotiations is based on the fact that the latter has frequently exerted much influence in the expressions of modern fiction. “Scenario writers, directors and actors can learn much hy delving into the psychopathology of every-day life,” said Mr. Goldwyn. “It will add to the effectiveness of their work if they learn the meaning of love symbols in dreams, settings and action.” 23,579 Exhibitors’ Reports .Printed in “Herald” in Year Annual Report of “What the Pieture Did For Me” Tells Growth of Department Despite Assaults by Trade Papers Upon Exhibitor Service “What the Picture Did for Me” contained 23,579 signed box office reports from exhibitors in the 52 consecutive issues of the “Herald” dated December 29, 1923, to December 20, 1924, inclusive. This is 13,755 reports in excess of the number printed by the trade paper offering the most presentable imitation of the original service. These facts are disclosed in the annual report of “the secretary” to the “What the Picture Did for Me” contributors, published in “The Contributor’s Column” this week. Additional information of interest to contributors and readers is included in the report. Department Thrives Upon Attacks From Outside “In the same period,” the report to contributors reads, “your department survived and thrived upon malicious attacks by so many trade journals, near trade journals, etc., that your secretary spares you the list of their names.” The sources of these attacks are well known to the trade. P. S. Harrison did wbat he coiid to put life and animation into the desultory barrage which has continued since the inception of “What the Picture Did for Me” by “analyzing” a single issue early in the year. His attempt was without immediate result but perhaps served to inspire trade paper editors to more elaborate efforts which were made later on. Statement Draws Fire There was sporadic sniping from isolated quarters for a time and then the Motion Picture News sent out over the signature of its managing editor a form letter to exhibitors soliciting subscriptions and containing the assertion that any exhibitor who would sign his name to a report commending a motion picture was a “plain fool.” Sent to exhibitors in letter form (the charge was not made in the pages of the News), this statement drew fire. Letters from outraged exhibitors flooded the Herald office, several of them being printed in the “Letters from Readers” column and in the report department. The News followed its “plain fools” letter with others giving different reasons for subscribing to that paper. The effect of this upon the Herald department was to swell the number of contributions. Exhibitors declared themselves proud to be that particular kind of “plain fools.” Robert L. Anderson, Washington exhibitor, contributed a questionnaire form which was printed for its own sake and unexpectedly drew answers from all parts of the country, as yet unpublished. One exhibitor jokingly volunteered to enroll as the first member of a “Plain Fools Club” if such an organization should be organized. Offers Anti-Climax As an anti-climax, the Exhibitors Trade Review announced in one issue and printed in the next a two-page “analysis” similar to P. S. Harrison’s, entitled “The News Was Right.” R. S. Wenger’s letter denouncing this article was printed in the Herald. The Exhibitors Trade Review utterance is apparently the final shot in the 1924 campaign of the New York papers against the Herald’s department. (The December 27 issues of the Eastern publications have not been received at this time.) The effect of their campaign has been to increase the number of contributions to the Herald and to bring into the ranks of contributors many showmen who previously had participated only in the role of reader. Letters from three of those whose first reports are printed this week are published in “The Contributor’s Column.” h^hat Sxhibitors are sagitig about iBiroRSHmu) “My subscription expires this month so I hasten to renew as I don’t want to miss a copy of your valuable magazine. From now on, the Herald is the only one I am taking. It is all any exhibitor needs. Even my wife anxiously awaits its arrival each week and if she gets it first, she won’t give it up until she has digested it all. It is an absolute necessity for us exhibitors. — W. R. Heaton, Electric theatre, Harrisburg, W. Va. “Let me congratulate you on the splendid way you have rounded out the ‘Better Theatres’ section. I find much of interest and educational value therein monthly.” — Harry F. Storin, Lee Roy Theatre Company, Pawtucket, R. I. “Enclosed please find check for one year’s subscription for Exhibitors Herald. I am opening a new suburban house December 25, so I must have your paper to make my house complete.” — L. Alphonse Centlivre, State theatre. Fort Wayne, Ind.