Exhibitors Herald (Dec 1924-Mar 1925)

January 17, 1925 EXHIBITORS HERALD 21 “Publicity Presentations” Is Policy Over Midwest Circuit Prologues Without News Value Are Taboo in Theatres Which Are Operated in Illinois, Outside of Chicago, by the Balaban & Katz Combination Presentations, or prologues, are not something for the smaller theatre to shun. Although generally thought of in terms of big theatres in the meti'opolitan cities, presentations may be used as advantageously (if not more so) in towns of 20,000 population as in the larger communities. These facts are based upon the results of an experiment being conducted by Balaban & Katz Midwest Theatres, which operates some forty or fifty houses in Illinois, outside of Chicago. Prologue Useless Unless It Has News Value There is one factor, however, wherein these prologues differ from the presentations used in theatres such as the Chicago, Capitol, and similar institutions. Each of the Midwest presentations must have actual news value. They must be so constructed that the local press will give ample space, either in pictures or in stories, to the billing. Price of Tickets Cut When Wooden Takes Management (Special to Exhibitors Herald) MILWAUKEE, WIS., Jan. 6.— Prices here are falling. A reduction in the admission prices for motion picture theatres in general was given momentum when O. J. Wooden, manager of the Garden theatre, announced a drop from fifty to thirty-five cents for evening programs. It was his first move upon taking over the management of the Garden and Alhambra theatres January 1. His matinee charge was cut to twenty-five cents. Simultaneously with Wooden’s statement came that of Henry Tajdor, manager of Frouler’s Butterfly, that he is reducing his door charge from twenty-five to ten and fifteen cents. An important feature in the move of Wooden to cut prices is his determination to maintain the same high standards of program that the house has boasted in the past. It will be one of the few houses where a twelve piece orchestra and stage novelties will be retained despite an admission of less than fifty cents; and it will continue to show first runs exclusively. Doctor,, in Syndicate Article, Calls Films Detriment to Youth Dr. H. L. K. Shaw, consultant in child hygiene. New York state department of health, in an article syndicated to newspapers of the country by the American Child Health Association, gives the following reasons why, in his estimation, “your child should not be allowed to attend the movifes until he reaches his teens:” They are a poor substitute for outdoor play and recreation f they provide inaction instead of exercise; they tend to produce strain on the eyesight; expose children to contagion, undesirable companionship, poor ventilation in place of outof-door air; encourage late hours with insufficient sleep; excite the emotions ; exhaust the delicate nerves and immature brain; make the children nervous and irritable; tend to increase juvenile delinquency and lessen the child's power of concentration. Dr. Shaw undoubtedly has not read the statement of Dr Herman R. Bundesen, head of Chicago’s health department, that in a recent investigation he found only two of the city’s many theatres not properly ventilated. Nor has the doctor from New York investigated sufficiently to know that special morning and afternoon matinees are held solely for children; that the companionship in theatres is no more undesirable than in schools. Ministers* Association Stops Show for Poor By E. E. JIEllEDITII FAIRMONT, W. Va., Jan. 6.— A performance for the benefit of charity was called off here upon the protest of the Fairmont Ministerial Association this week. The performance was to offer “The Enfoldment” at the Virginia theatre. Half of the receipts were to go to the Salvation Army and the remainder was to go to a newspapers’ fund of here which is being raised for poor children. The house, attaches’ service, picture and orchestra were donated. The protest arose over the fact that the affair was to be held on Sunday. Just how successful the experiment has proved is told by A1 Sobler, exploitation chief of the circuit and producer of the prologues. The first prologue was on “North of 36,” and for the purpose of explanation, Sobler says that the free publicity accorded the presentation more than paid the salaries of the three members of the cast. He bases this undoubtedly on the space rate charged for advertising in the papers in which the free publicity was published. Three Indians comprised the cast of this prologue, the words for which were written by Sobler, who also staged it. The scenic work on the Midwest presentations is done by Louis St. Pierre, wbo formerly was with Klaw & Erlanger. Produced for Small Stages Another important factor of these prologues is they are produced for presentation on an eight foot stage, making it possible to bill them in the smallest houses. The Balaban & Katz Midwest staff now has in rehearsal a prologue for “Abraham Lincoln.” Four singing Negroes will be used in this act. Because of the exploitation value of these LOUISE CARTER, a recruit from the stage who has important roles in “The Lost Chord,” a Whitman Bennett picture, and “The Fast Pace,” both of which are distributed by Arrow. prologues, Sobler believes that they lend themselves to comparatively small theatres as the cost of production may be credited to advertising. Sobler points out that a similar policy could be adopted by four, five or six theatres playing subsequent runs on a picture. The prologue could be produced jointly and the cost prorated. Copyright Bill Would Suppress Theatre and Radio Entertainment (Washington Bureau of Exhibitors Herald) WASHINGTON, D. C., Jan. 6.— A bill providing for the consolidation of the various copyright acts and endorsing the affiliation of the United States with the other countries comprising the International Copyright Union has been introduced in the House of Representatives by Congressman Perkins of New Jersey. Representatives of the authors’ associations recently visited Washington to urge adoption of copyright legislation at this session, recommending the adoption of a bill which would include the best features of the various measures introduced last session, which were the subject of hearings by the patents committee. The bill would cover radio broadcasting and the use of copyright music in theatres, as recommended by the composers last session. No information has been obtained from the Motion Picture Theatre Owners of America regarding this action. However it is believecl that steps will be taken for the defeat of the bill. A Correction In reporting “The Early Bird” a C. C. Burr production in the New Pictures department the Herald stated Warner Brothers are the distributors. This was in error as it is an independent production by the East Coast Films, Inc., through the different independent exchanges of the country. Film Classics of Illinois, which distributes Warner Bros, product is handling it in Illinois. Going Abroad Peter J. Schaefer, of the firm of Jones, Linick & Schaefer theatre magnates of Chicago, who has been looking after the business end of the company while Aaron J. Jones was in Europe, will sail on January 20 for a cruise of the Mediterranean.