Exhibitors Herald (Dec 1924-Mar 1925)

February 7, 1925 EXHIBITORS HERALD 45 ffHE THEATRE iO^AjDcpartment of Practical Showmanship URGES POSTER CONSIDERATION Agrees With Klock; Beats Child Record “Is the child worth a seat?” R. H. Klock, Kansas exhibitor, asked the question on this page of the January 24 issue and answered it in the affirmative, submitting figures. A. J. Milton Bean, Toronto exhibitor, this week echoes his conclusions, submits a record beating Mr. Klock’s, and tells how he made it. Mr. Bean’s letter is published under “What Showmen, Are Doing to Get Business,” with illustrations upon another page. His figures, like those submitted by Mr. Klock, cover 1924 business. Mr. Klock sold 49,415 child admissions during 1924 in Pittsburg, Kansas, a city of 18,000 population. Mr. Bean, whose Maple Leaf theatre is located at Mount Dennis, an un-incorporated district on the outskirts of Toronto, is the center of a 6,000 population. In 1924 he sold 36,995 child admissions. This number does not include free admissions to children, of which there were rtiany, as the Maple Leaf policy includes birthday tickets to all youngsters. This policy was inaugurated some years ago when school records were used to obtain information as to the birthdays of the children enrolled. Each year the children were sent complimentary tickets on their birthdays and the custom was continued as they grew up, with the result that many adults of the community now count receipt of their birthday ticket and subsequent attendance at the theatre as fi^^ features of that occasion. Mr. Bean’s letter and the reproductions illustrating the same make it possible for any showman to adapt his policy locally. There are, as Mr. Kloch pointed out, arguments for both sides of the child question. Some showmen object to filling their seats at juvenile admission prices. Others argue that the child customer is not only a legitimate cash patron but a permanent walking advertisement as well, bringing his own family to the show as a matter of course. Arguments from both sides were invited and the invitation is repeated. As matters stand, there is a preponderance of evidence on the side of the youngsters. Wants Fast Rebuilding According to a dispatch received yesterday, all papers have been signed for the immediate reconstruction of the Maltz theatre, Alpena, Mich. The theatre was destroyed by fire early Wednesday morning. It is owned by Fitzpatrick & McElroy. Theatre Paper Made Newspaper Magazine EFFECTIVE February 1, "The ^Town Crier,” house organ tor the Miller Theatrical Enterprises, Wichita, edited by H E. Jameyson, will be published as the Sunday Magazine section of “The Wichita Beacon,” Henry J. Allen s nationally known newspaper. Mr. Jameyson will continue as editor of the section, which will be enlarged and expanded in conformity with the requirements of its 50,000 circulation. The proposition to combine the two was advanced by the newspaper, terms being such as to give the theatre paper the advantages of the amalgamation at no advance over present publication expense. Roto Herald Made Theatre House Organ Want to publish a rotogravure house organ? It’s easy. W. H. Odom, Pastime theatre, Sandersville, Ga., writes this week of his house organ printed upon the blank spaces left in Paramount’s roto section for “Empty Hands.” That part of the section printed by Mr. Olson is reproduced upon another page. The fold of the roto section completes the trick. A day after the arrival of Mr. Olson’s contribution, this department received the house organ of the Ridge theatre. Park Ridge, 111., which is Paramount’s “Peter Pan” roto section over-lined with the name of the theatre and filled with a two-page insert, printed by the theatre in exact size and color of the roto. The insert carries the complete program, coming attractions, advertisements and the “A Good Theatre” editorial supplied by this department. The next mail brought the “Grand Theatre Motion Picture News,” published by the Grand at Bessemer, Ala., and this turns out to be the Paramount “Feet of Clay” roto section over-lined and filled with a four-page insert, originally printed. In this case no advertising is earned, but the four pages are given over to stories and pictures having to do with comiiig attractions, house policy and similar matters. That’s all there is to it. Convalescent After Illness OTTAWA, ONT. — Bert Brouse, son of the late Henry Brouse of Ottawa, Ontario, and manager of the Imperial theatre until recently, has recovered from a serious attack of scarlet fever and is now convalescing nicely. Bettersworth Says Artists Will Benefit J. W. Bettersworth, Istrlone theatre, Jackson, Miss., urges consideration of posters, suggesting allotment of space In these pages to reproduction of original poster drawings and discussion of the same. His letter, published complete under “What Showmen Are Doing to Get Business,” begfins: “For some time 1 have been yearning for your department to publish reproductions of hand painted posters executed by the different theatre artists and wondered if it would be worth while to add such a feature. All of the live poster artists, and especially those who cater to the theatres or those who are employed by theatres, are constantly on the lookout for something new in design and I believe that they would appreciate a service of this kind.” Another page bears reproductions of poster designs sent by Mr. Bettersworth to show how ideas in design and execution can be exchanged through these columns. The originals are in black and white, of course, so that reproduction can be made, and the drawings are small, though done to scale. Space in these columns will be available for reproduction of other designs and for publication of letters from exhibitors or artists covering any phase of the subject. In the dominant Chicago theatres the stock poster is a thing of the past. Staff artists provide all the material used in the splendid lobbies and a distinct style of design and coloration has been developed, harmonizing with architecture, color and tone of the theatre front. As bigger and better theatres are built this is a steadily accompanying development. The Chicago situation is representative. Exhibitors, artists, whether or not employed by theatres, and all other interested parties are invited to participate in the exchange of ideas, opinions and suggestions urged by Mr. Better.sworth. The Theatre seconds the motion herewith. John Murray Cast in Next Christie Feature (Special to Exhibitors Herald) HOLLYWOOD, CAL., Jan. 27.— An exceptional cast of comedy players, it is said, will be found when the next feature length comedy of A1 Christie goes into production soon. John T. Murray, stage comedian, will have the leading role in this work, “Stop Flirting.” Opposite him will be the well known Wanda Hawley, who has already been in one of Christie’s features.