Exhibitors Herald (Dec 1924-Mar 1925)

46 EXHIBITORS HERALD February 7, 1925 GIVE FEATURES A SQUARE DEAL Make Patron Demand First Reel Rights T. O. Service says his radio doesn’t keep him away from theatres because it doesn’t tell him stories. He adds that the motion picture is the favorite story teller and will continue so if given a chance, running into the familiar conclusion that something’s got to be done toward getting patrons in before the start of the feature picture. This week The Theatre begins supplying exhibitor service copy approaching this problem from a new angle. Previous attempts to bring the public to the theatre before the start of the feature picture, and exclude them thereafter until its conclusion, have been attempts by force. They have failed because of the well established fact that you can’t drive a theatre audience. This campaign is to be one of education through propaganda. Its aim is to lead, not to drive. Copy provided for exhibitor publication will be of a character calculated to acquaint the public with the facts in the matter. Presentation of these facts will be made in such manner as to lead readers to the conclusion that it’s a good idea to see pictures from the first. When a patron is permitted to figure it all out for himself, discover it, prize it as proof of his own keen perception, it is difficult to get him in during the run of the feature. The few who have made this discovery unaided are the few who now inquire at the box office as to the starting time of the feature. Education of the entire public by individual treatment would be a monumental task, but it is not necessary. Conversion of a few will do much good, for the few will talk. They will convert others. Newspaper cooperation is obtainable in a majority of cases, for the subject is a convenient one for brief editorial comment. Where theatre-newspaper cooperation is close it should not be difficult to accomplish the desired end. Exhibitors and all who share exhibitor interest in promotion and perpetuation o'' the motion picture’s popularity are invited to cooperate in this campaign. Suggestions are invited. Where the copy is used, report of results obtained is requested. It’s a big job, not a job to be tossed off lightly, and it will take real effiort to complete the work. But it can be done. People do not miss first acts in the stage theatre. Neither do they begin reading novels in the middle. If the first motion pictures had been five-reelers they would not be breaking into the middle of them now. The custom is a hang-over from the split-reel days. The fact that it is ancient and well entrenched custom is just another reason why it should be broken up and discarded right now. (NOTE: The first copy In this campaign is provided in the service copy column of this issue.) HAT’S Being Done for the Pictures “THE DIXIE HANDICAP" Los Angeles — Loew’s State — Girl dressed as jockey rides into football stadium carrying pennant advertising the attraction. (Executed by Ray Coffin.) * * * “THE DEVIL’S CARGO" New York — Story published complete in February issue of The Complete Novel Magazine. * * * “THE SIGNAL TOWER" Bay City, Mich.-— Washington — Cutout semaphore and locomotive placed in lobby with brilliant illumination from spotlight. (Executed by J. O. Brooks.) ^ ♦ “PETER PAN" Bellingham, Wash. — American — Tw^enty merchants install window displays containing five unassociated words each. Newspaper announces essay contest offering something to all the people who turn in hundred word essays on “Peter Pan’’ made up of the hundred words found in the twenty windows. (Executed by Fred Walton.) * ^ Defiance, O. — Elite — Circular bearing coupon with room for five names of adults who believe in fairies distributed among children, completed form being good for admission. (Executed by Bill Danziger.) * ♦ * “THE GREATEST LOVE OF ALL" Los Angeles — Loew’s State— Bob Hall, vaudeville monologist at another theatre, exploits picture from stage in chatter, * * * “THE FAMILY SECRET" Tolepo, O. — Temple — Twin windows feature book, “Editha’s Burglar,’’ and Baby Peggy Dolls. Bakery and bank cooperate. (Executed by A. I. Sharick.) * * * “LOCKED DOORS" Binghamton, N. Y. — Strand — -Yale lock window display carries copy; “Yale Locks Stay Locked.’’ * ♦ * “CAPTAIN BLOOD" Haverhill, Mass. — Strand — Reproduction of galley ship mounted on float is run about streets of city during four days’ run. Providence, R. I. — Modern — DeLuxe presentation and prologue given picture in six days’ run. * ♦ ♦ Allston, Mass. — Gordon’s Capitol — Picture used as attraction during Anniversary Week. ♦ ♦ ♦ “BREAD" Sandusky, O. — Schade — Loaves of bread given to all ladies attending matinee performances. (Executed by C. C. Deardourff.) * ♦ ♦ “HE WHO GETS SLAPPED" Toledo, O. — Valentine — “Most Embarrassing Moment Contest’’ staged in connection with newspaper, (Executed by C. C. Deardourff.) * * * “THE NAVIGATOR" Johnstown, Pa, — Nemo — Artist paints likeness of Keaton in prominently located window, (Executed by David Flam.) Differ Upon House Organ Text Policy Difference of opinion as to what constitutes ideal house organ contents and policy distinguishes the replies to E. A. Snyder’s questionnaire^ printed in a recent issue. Whether or not to carry outside advertising seems to be the principal point of difference. H. G. Olson, Orpheum theatre, Proctor, Minn., whose letter appears complete in the “What Showmen Are Doing’’ column this week, is one of those who advocate use of outside advertising. Mr. Olson’s paper is familiar to house organ publishers through reproduction in these pages. He refers to a widely read article by Len S. Brown, published several months ago, arguing in refutation of Mr. Brown’s statement that space worth money to othei advertisers is worth just as much to the theatre. One of Mr. Olson’s supporting arguments is that the presence of their ads in the paper leads merchants to cooperate enthusiastically in obtaining distribution. A. A. Pratt, Dreamland theatre. Fennville, Mich., whose letter also is presented in the “What Showmen Are Doing’’ column, takes an opposite view. “Eliminate as much sold advertising as possible and print only current topics and about things that will interest the public,’’ is his advice. So it runs throughout the replies, one publisher holding to this view, another to another. All agree that it is impossible to formulate a single standard for all. Local conditions govern, without exception. Policy also must be subject to alteration in compliance with the space demands of current programs, coming attractions, competition, all the forces that have influence upon theatre operation. This is no doubt the greatest asset of the theatre publication, it pliability, its fitness as an instrument for dealing with changing conditions and for meeting the needs of the moment. It excells in this respect any other medium of expression available to the exhibitor. 10 Players of Cosmic Start Appearance Tour (Special to Exhibitors Herald) LOS ANGELES, Jan. 27. — A personal appearance tour by ten stars to cover twenty-four large cities in the south and middle west is announced to start from Los Angeles on February 15 by the Cosmic Production Corporation of Hollywood. Cullen Landis, Wanda Hawley, Bryant Washburn, Anna May Wong, Carl Miller, Ena Gregory, Helen Holmes, Ruth Stonehouse, Katherine McGuire arid Jack Daugherty will form the touring party. The Cosmic Production Corporation was recently launched to produce a series of special productions. The first picture, “Some Mother’s Son,’’ will be produced after the tour. Pro-Dis-Co to Expand (Special to Exhibitors Herald) PORTLAND, ORE., Jan. 27.— The Producers Distributors (Corporation will open a branch office here to take care of the Southwest Oregon and Washington business shortly.