Exhibitors Herald (Dec 1924-Mar 1925)

r i i i Published every Wednesday by Exhibitors Herald Co. Editorial and Executive Offices: 407 S. Dearboin St.. Chicago. U. S. A. (Tel. Harrison 9248-9249) New York Office Los Angeles Office 1476 Broadway (Tel. Bryant 6111-1368) 6528 Santa Monica Blvd. (Hollywood 8620) James Beecroft, Manager Harry Hammond Beall, Manager All Editorial and Business Correspondence Should Be Addressed to Chicago Office. Edwin S. Clifford, Managing Editor George Clifford, Business Manager William R, Weaver, Exhibitor Editor Jay M. Shreck, News Editor J. Ray Murray, New Pictures Editor John S. Spargo, New York Editor Other Publications: “The Box Office Record," published semi-annually, and “Better Theatres," published monthly as a supplement to Exhibitors Herald. Subscription Price; United States and Its Possessions, $3.00 a year; Canada, $4.60 a year; other parts of world. $6.00 a year. Single copy, 26 cents. Member, Audit Bureau of Circulations. Copyright, 1924, by Exhibitors Herald Co. Vol. XX Januzu-y 10, 1925 No. 3 Box Office Reports Fix Zukor Award Several months before the appearance of the published report of the committee of judges on the Adolph Zukor award for the author responsible for the story making the best picture of the year, the Herald informed the industry what author and what picture was entitled to the prize. With the announcement last week of the judges’ choice it was found that the author and the story nominated by this publication represented the decision of the committee. The Herald, of course, based its nomination upon the records disclosed in reports received from exhibitors. This outcome should be extremely interesting and convincing to persons who desire to advise themselves on the importance and the significance of the exhibitors’ reports published in the Herald’s department, “What the Picture Did for Me.” The list of judges who passed upon the merits of the various candidates for the honor was comprised of persons of ability, experience and fairness. After many months of exhaustive study the committee found that its proper action would be to confirm the information disclosed by the Herald that Rafael Sabatini with his story, “Scaramouche,” was entitled to receive the Adolph Zukor award. From the course that this matter has taken it may be seen that the exhibitors, as representatives of public opinion, were the actual judges who conferred the honor. From this it may also be seen that the exhibitor reports published by the Herald amount to an absolute verdict that may he depended upon with reference to picture values, story values and star values. * * Hi Warning Deserves Strict Attention The vigilance committee of the Associated Advertising Clubs of the World has cautioned the industry about the possible misunderstanding in the minds of the public that may be created through advertisements to the effect that a certain picture “will not be shown in any other theatre this season.” The committee points out that what the producer may mean by “this season” may not be entirely clear to the casual reader and that such a reader might feel that this kind of an announcement meant that the picture in question would not be shown elsewhere than in the advertised theatre for the remainder of the year. The fact is that the committee of the advertisers’ clubs dealt very graciously with the industry. They might have, with good reason, made their request a more unpleasant one in which they might have called attention to cases of apparent misrepresentation; or at least cases which amounted in the long run to misrepresentation because, after advertising that there would be no other exhibitions of a particular subject, except in a certain theatre, the producer has changed his mind and put the picture out for general distribution. We trust that the full effect of the committee’s request will be driven home in places where there is a necessity for realizing that when there is a definite assurance made in a printed advertisement it behooves the advertiser to live up to it. whether it later shall appear expedient or not to do so. Fortunately, there is less cause for concern on this matter than a few years ago. Producers and their representatives are giving more serious consideration to statements incorporated in their advertisements to the public. But it must be realized that any other course is exceedingly bad business and that the industry must, at all times, keep faith with the public if it is to maintain the public’s confidence. Hi * Hi Producer-Theatre Move Approaching It may not be pleasant news for exhibitors to hear that there are indications that there is likely to be a widespread effort on the part of producers looking to the acquisition of theatres. However unpleasant such news may be, it, nevertheless, is important that exhibitors should give heed to it. Theatre alignments and booking combinations appear to be giving rise to the probably forthcoming effort that is referred to. And the prospective participants in the movement are not numbered among the very large companies but, instead, are among the smaller companies which have been hard hit during recent months by their inability to get reasonable consideration from combinations and circuits. The thought is being expressed in many quarters in distribution circles that a selling company, to make a substantial success, must operate a 'string of theatres. This is a subject upon which there is likely to he much activity before the end of this New Year.