Exhibitors Herald (Dec 1924-Mar 1925)

January 31, 1925 EXHIBITORS HERALD 35 THE THEATRE Q.Aj)epartment of Practical Showmanship AUTO PARKING SYSTEM NEEDED Daley, East, Rivers, West, Widen Circle Thomas S. Daley, Schine Theatrical Co., Gloversville, N. Y., and Edwin B. Rivers, Heilig theatre, Seattle, add their names to the House Orgzin Elxchange this week. They are entered in the revbed list of house organ publishers willing to exchange copies which is published in this issue. Mr. Rivers’ enrollment is contained in the letter which accompanies his first contribution to these pages. The letter appears under “What Showmen Are Doing to Get Business” and a full page is devoted to reproduction of exhibits illustrating his communication. The first issue of his paper is reproduced in part. Mr. Daley, a veteran contributor to these pages, whose recent silence is accounted for by his change of address, did not submit a copy of his paper. Presuming upon old acquaintance, we herewith insist that he do so and add our conviction that if he publishes it it’s a knockout. (Remember those ads he used to send in from Ottawa?) Addition of Messrs. Daley and Rivers brings the House Organ Exchange membership to a total of twenty-three exhibitor publishers representing the length and breadth of the country. Eighteen states are named in the listed addresses, as follows: New York, Washington, Ohio, Connecticut, Florida, Texas, Louisiana, South Carolina, Michigan, West Virginia, Pennsylvania, Indiana, Nebraska, Kentucky, Oregon, Minnesota, Illinois, California. Canada also is represented. Cross Word Slides Good Organ Stunt Cross word puzzle film graphically and comically working out the titles of popular songs was alternated W?th text slides of the various choruses played by Mr. and Mrs. Jesse Crawford on the Wurlitzer Twin Organ at the Chicago theatre last week. A brief introduction by slide and organ led up to it and a close-in followed. The stunt got more audience response than any organ number used recently. Watch Those Sign Lights The other night a series of the sign lights spelling more than half the name of a downtown Chicago theatre went out and stayed out more than an hour before anyone mentioned it to the house staff. This Week’s Bill The Theatre Will Furnish Needed Copy 35 Auto Parking System for Theatres Needed 35 Daley, East, Rivers, West, Widen Circle 35 Coppock Presentation in “Better Theatres” 36 House Organ Star Contest Yields Data 36 What’s Being Done for The Pictures .36 Service Copy for Use of Theatre Men ;....39 What’s Going on in the Theatre 39 What Showmen Are Doing to Get Business 39 With “Peter Pan” in First Run Houses 39 House Organ Exchange 39 The Theatre Will Furnish Needed Copy Read Louis Shimon’s letter — then read the rest of this story — then be reasonable ! Louis Shimon Milwaukee theatre, Milwaukee, this week sends copy used for Educational’s Juvenile comedies. It is printed in the service copy column for showmen who wish to use it. Mr. Shimon recently contributed copy used by him to advertise Pathe’s Our Gang comedies, the copy was printed in the service column and was used by other exhibitors. Therefore, it is apparent that there is a demand for this kind of copy, copy advertising certain series, groups or brands of pictures. And therefore, this department announces that it will provide such copy to all showmen upon request, the single stipulation being that the copy requested be of such nature that it may be used by other exhibitors showing the product concerned. If response to this announcement justifies inauguration of a special column for this purpose, such a column will be added. This offer is submitted to readers at face value. All are invited to take advantage of it. Address requests to: “The Theatre,” Exhibitors Herald, 407 South Dearborn St., Chicago, 111. Read Rivers* Policy; Tell Your Method Where do your patrons park their cars? Have you worked out a system for overcoming the emd-box office effect of motor congestion? Two methods now in use are described here. Edwin B. Rivers, Heilig theatre, Seattle, reveals in ads reproduced this week the policy worked out by that playhouse. Two of the ads shown on another page contain this copy: ‘^Autoifttsl ‘"Remember, we park your car. Just drive into our commercial zone, get your identification tag from our carriage man and go in and enjoy the show. Your car will be driven one block to a steam-heated garage and brought back when you have seen the show. ‘"Charge, 25 cents. Garage fully responsible for care and safe-keeping of ma* chines.** The Heilig situation is kindred to that faced by the majority of theatres located in densely populated communities. Another policy, which may be used where space conditions permit, is that worked out by the California theatre, Los Angeles, and reported in a previous issue. The advertising copy used in that case is as follows: “A real innovation! “Free auto parking space for patrons of California theatre from 6 P. M. until midnight. “Two big auto parks. (Addresses.) “How to do it: Drive in either of the above parking spaces. Check your car and pay the parking fee of 25 cents. Two coupons will be given you, one for the return of your car. The other will be refunded in full at the box-office of the California theatre upon the purchase of an admission ticket, to be used on the same date. “Free list patrons excepted.** Increase in the number of automobiles has created a situation of grave box office concern. In Chicago, for example, the, residential theatres, even the smallest of them, are almost or quite accessible by auto during the best hours of the evening. Patrons are forced to park their cars two or three blocks from the theatre and walk to the box office, risking their property on the inadequate safety-in-numbers theory, or to park them in a public garage, which are few and excessive as to rate. In the downtown district, of course, parking is practically out of the question. Exhibitors are invited to exchange ideas on the subject in these columns, submitting plans already in force or offering suggestions for the solution of the problem. The value of a parking system universally practical would be tremendous.