Exhibitors Herald (Dec 1924-Mar 1925)

44 EXHIBITORS HERALD January 31, 1925 SHORT SUBJECTS Pat he News Didn Y Miss the Game F. C. Aiken, manager of the Pathe Chicago exchange, writes: We have just noticed on page 48, EXHIBITORS HERALD, issue of January 24, 1925, a statement that — “Up to the night of January 8th no newsreel showing scenes from the Notre Dame-Stanford football game for the national title at Pasadena on New Year’s Day had been shown in the £rst run Chicago theatres.” This statement is in error, inasmuch as Pathe News No. 4 containing scenes from the Notre DameStanford football game was released and shown in Chicago theatres on Thursday, January 8th. Mr. Aiken quotes from the third story which has appeared on this page relative to the reporting of this game by newsreel. The first two stories, printed in issues published in ample time for arrangements to be made, urged newspicture men to cover the game in order that exhibitors could give the pictures to their patrons and advertise their presence on the program. It was pointed out that the Notre DameStanford game, if good, would be the greatest event of football’s greatest season and that the pictures of it would be extremely valuable as a box office attraction. The third story was based upon your reporter’s observations during a busy week of theatregoing. As the Pathe News issue containing the game went into the theatres on January 8, and as the story was written on the morning of January 9th, it is apparent that the two downtown theatres visited on the night of the 8th were not among those which benefitted by Pathe’s enterprise. This fact has been verified, and it may be added here that one of those theatres, McVickers, began running Pathe News this week. Mr. Aiken’s cooperation in keeping straight the record is appreciated. It is wholly in key with the spirit of cooperation which moved Pathe News to provide exhibitors with scenes from the game, unquestionably a program asset. Now if some exhibitor who ran the Alberta Vaughn in two bits of action iiom No. 10 of “The Go Getter” series, the F. B. O. short subject, called “Ain’t Love Grand.” newsreel and properly advertised the same will kindly report the fact, this story will be completed. Make Way for Walter Hiers Move over, short subject stars, and make way for Walter Hiers. After his performance in Christie’s “A Fat Chance” there’s no question about his right to a first line position. He may or may not continue in the minor lengths, according to his wishes and those of his producers, but the niche is there for him if he does. There have been many rotund comedians, most of them funny, but Hiers seems different. He is not, as have been some of these, merely fat. He’s an actor as well, and a comedian. He’s a riot in this instance. (And the first person who bills him, proclaims him or otherwise mentions him as “The Successor to Anybody” will deserve whatever comes to him.) Pathe Radio Plan Best It remained for Pathe News to utilize the radio thoroughly. Other newspictures have been exploited over limited areas through onetime broadcasting tie-ups with local stations. One such tie-up, effected about a year ago, covered the Middle West quite well for a single issue of the newspicture. Now Pathe sets out to do the same thing nationally for each and every issue. Obviously that is the better plan, the best that has been brought forward. What effect this enterprise will produce remains to be seen. The obvious thing for exhibitors to do is to report at once the results of such broadcasting upon their attendance. If the effect is positive in the box office sense, the enterprise is considerably more than an exploitation stunt. It’s a trade development of consequence. Ryan Says It Another Way Charles Ryan, Milford theatre, Chicago, dropped in last week and talked about the “Sing ’Em Again” series of Educational short subjects, which were listed in full according to their suitability for holiday use in a recent issue. He said : ‘They’re great for novelty, and that list tells you which ones to use for holidays. You know, the short subjects are about the only things an exhibitor can do a whole lot with. He can get variety with them and pep up his show. He can’t do much to a feature picture except to put it in the machine and run it.” No use adding to that. In two past issues short subject companies were invited to submit lists of their productions under headings designating holidays for which they are particularly suitable. Mr. Ryan confirms our belief in the value of such lists. The invitation still is open.