Exhibitors Herald (Dec 1924-Mar 1925)

January 31, 1925 EXHIBITORS HERALD 39 Copy Service For Exhibitor House Organs House organ or newspaper publication rights to this copy is granted exhibitors by the “Herald” herewith. {NOTE: Copy based upon Juvenile and Christie comedies is provided by Louis Shimon, Milwaukee theatre, Milwaukee, as told in his letter this week.} CHRISTIE COMEDIES A FUNNY Christie comedy gives pep to any program. Whether the star is Jimmy Adams or Neal Burns — many a hearty laugh awaits you. The Milwaukee theatre takes great pleasure in presenting good comedies, and when it’s a Christie, come prepared to laugh to your heart’s content. * * * JUVENILE COMEDIES 'T'HE spirit of the American boy^ — the real he-boy who loves a dog and a fishin’ pole and a swimmin’ hole — -is the spirit of the Juvenile comedy. At the Milwaukee it’s “the spice of the program’’ — an assurance of wholesome entertainment for the whole family. * >K * AFTER “THE END” A FTER the picture is over — after you have read “The End’’ in that beautiful lettering all the film companies use — what next? What thought remains in your mind? Possibly you’ve never given it much consideration, but we do. We think of that when we select our pictures. We don’t book any pictures that we think will not leave you refreshed mentally and enriched intellectually. We book the pictures that we believe will not only give you a pleasant hour or two of entertainment but will enable you to feel as you leave the theatre that your time has not been spent in wholly idle amusement. Next time you read “The End” on a picture you have seen at this theatre, reflect for just a moment and see whether you think our policy is worth while. * * * NOW’S THE TIME WHAT’S the best time to go to the show? Ever ask anyone that? It’s a common question. We always answer by saying, “Now’s the time.” And our reason is not the one you might guess. Our reason is that we don’t know which of the week’s or month’s attractions you’ll like best, nor at what hour of the day you’re in the best frame of mind to enjoy any picture. Therefore, we base our answer on the theory that the time you are moved to inquire about pictures is the time your mind is receptively disposed toward picture entertainment, and that the present engagement is in the great majority of cases the only chance you wdll have to see the present attraction. * * * FEBRUARY The shortest month — in a way the greatest month — Washington’s Birthday — Lincoln’s Birthday — St. Valentine’s Day. Winter well past the half-way point — temperature moderating — not too cold to venture out — ^just too cold to stay out long — just about right to make the little journey to the motion picture theatre — where the holidays are properly observed — where it’s Spring the vear around. * * * ("Good Will” copy on next page) 'ricjELCOME Thomas S. Daley and VV Edwin B. Winters to the House Organ Exchange. Then (if you publish a theatre paper) read the list of those exhibitor publishers who are members and see what a lot of country is represented. And then (if you publish a paper and your name is not on the list) use your own judgment. * * * /F we could think of a good prize to offer for a universally practical auto parking system for theatres we’d offer one. But, after all, the system would be ample reward in itself. * * * rHAT "Peter Pan” suggestion didn’t miss £re. There’s enough stuff about it in "What Showmen Are Doing to Get Business” this week for anybody to make up a campaign. And there’s a whole page of illustrations. Txr HO’LL volunteer to supply three yy or four suitable jokes a week for the copy service column? (Anyone writing in to say that it has jokes enough in it now will be shot on sight.) Speak up, humorists. * * * TyE sure to examine closely the reproduction of Louis Shimon’s poster copy based on Milwaukee theatre organalogues. Anyone else using this kind of poster copy? Or displaying other copy in that manner? House Organ Exchange E. E. HAIR, State theatre, Ulrichsville, O. HARRY BROWNING, Olympia theatre, New Haven, Conn. FRANK H. BURNS, Orlando Enterprises, Inc., Orlande, Fla. M, T. CRAIG, Majestic theatre, Dresden, Ont., Canada. THOMAS S. DALEY, Schine Amusement Co., Cloversville, N. Y, E. L. FAWKS, Photo Phone theatre, Cra> ford, Tex. M. KOBLEN, Seont theatre, Oakdale, La. T. L. LITTLE, Majestle theatre, Camden, S. C. M. MacLEOD, Wolverine theatre, Saginaw, Mich. EARL D. MASSEY, Texas theatre, Killeen, Tex. E. E. MERIDITH, Virginia theatre. Box 1190, Fairmont, W. Va. CARL F. MOCK, 56 Street theatre. Pine to Delancey Sts., Philadelphia, Pa. EDGAR A. MOSS, Moss Advertising Agency, Marion, Ind. W. H. OSTENBERC, JR., Orpheum theatre, Scottsbiuff, Neb. EARLE HALL PAYNE, Kentucky theatre, Lexington, Ky. E. H. RANDALL, Liberty theatre, Condon, Ore. F. F. SCHWIE, Duluth theatre, Duluth, Minn. E. A. SNYDER, Rialto, Virginia theatres, Champaign, 111. S. STIEFEL, Roxboro theatre, Philadelphia, Pa. J. H. STILES, The Dalles Amusement Co., The Dalles, Ore. F. C. WESKIL, Rose theatre, Colfax, Wash. FRANK WHITBECK, West Coast Theatres, Inc., 134 Leavenworth St., San Francisco, Cal. EDWIN B. WINTERS, Heilig theatre, Seattle, Wash. Entry of name in above list signifies willingness to exchange theatre honse or* gang with other publishers. (Name) (Theatre) (City) (State) •• — What Showmen Are Doing to Get Business A phototype survey of current exhibitor business effort, with pictures upon the accompanying pages. Rivers Sends Ads; Joins Exchange EDWIN B. RIVERS, Heilig theatre, Seattle, whose letter is illustrated on page 41, writes: “Under separate cover I am mailing you a copy of our advertising campaign on Baby Peggy in ‘Captain January,’ which I am glad to say produced one of the biggest weeks of the whole year for us at this theatre. You will note that it was a ‘straight from the shoulder’ talk to ’em stunt with very little use of illustrations or headlining of the title. “At the same time you will also receive a copy of the first issue of the Heilig Theatre News, a monthly house organ which I am very glad to say is proving more than self sustaining through the advertising carried. “Will you be so kind as to place our name in your House Organ Exchange column? “I would particularly call your attention to the ads captioned ‘If I Owned This Newspaper,’ ‘Why I Am in the Theatre Business’ and ‘If I Were William Jennings Bryan.’” The three ads mentioned, with others, and the cover page of the Heilig Theatre News are reproduced. The latter is in 12 pages, admirably done in combined newspaper and magazine style. Exchange members will find it a well worthwhile publication. Shimon Sends Copy and Photo of Display . LOUIS C. SHIMON, Milwaukee theatre, Milwaukee, whose method of copy display by poster is illustrated on page 42, writes: “Our poster art department conducted by Shirbourn C. Youngbeck, has produced such a splendid 28x40 poster on organ songalogues that I am sending you a photo reproduction under separate cover. “This organ copy, together with the program. Juvenile and Christie Comedy copy which I am sending along, was written by myself.” Mr. Shimon’s copy advertising Christie and Juvenile Comedies is given this week in the column regularly allotted to that purpose. An announcement based upon this copy is published on the £rst page of The Theatre. With **Peter Pan** At Atlanta PERRY SPENCER, Howard theatre, Atlanta, providing illustrations reproduced on pages 38 and 42, writes: “ ‘Peter Pan’ broke all house records at the Howard, in spite of one week’s continuous rain for this particular picture. This picture was released and played in houses all over the country and the Southern premier showing was presented at the Howard.