Exhibitors Herald (Dec 1924-Mar 1925)

26 EXHIBITORS HERALD February 21, 1925 Pathe’s Third Dimension Picture Carded for March Release (Special to Exhibitors Herald) NEW YORK, Feb. 10. — Those of you who are old enough to remember way back when you used to have on your little marble top table in the parlor a stack of pictures and a stereoscope for the entertainment of Mable’s beau or Aunt Kate and Uncle Lem will know what this new “Stereoscopiks’' of Pathe is to be like. It is a single reel novelty with the application of the “third dimension” for the purpose of getting the true perspective on objects in the background of the picture. This fusion of two pictures to appear as one having depth has been attempted time after time with little satisfaction. Ives-Leventhal sponsor the new process which will appear March 22. The PATRON By John Hamrick ^In the second of his series of business articles, Mr. Hamrick, owner of ^ the Blue Mouse theatre at Portland, Seattle and Tacoma, discusses a factor in successful theatre operation which too often is slighted. A leading independent exhibitor in the Pacific Northwest for more than sixteen years, Mr. Hamrick is ably qualified to speak on this and other problms confronting the independent theatre man. These articles are being written especially for Exhibitors Herald. DO YOU really know the value of this all important word, “Patron”? I’ll tell you: It is my opinion not one of us appreciates to the fullest extent the real meaning of “Patron” as applied to our daily business. The “Patron” — the fellow who walks up to your box office and lays down the money that keeps your doors open — the fellow who makes it possible for you to buy your pictures, so you can advertise to get the said patron up to the box office — he makes it possible for the producer to actually make the picture he comes to see. In fact he is the fellow that pays every dollar used to make every branch of this important industry function. So, you see, he is a pretty important personage, this “Patron." He is the beginning and end of it all. HOW do we treat this fellow who keeps us from starving? Do we realize how dependent we are on him ? We should be just a little humble, don’t you think? If for some reason or other this patron should feel that the doorman, usher or cashier treated him a little unfairly — should we not go to any ends possible to mend the hurt, to get him in the proper frame of mind to enjoy the entertainment offered? I have seen ushers, cashiers and doormen quarrel with patrons — actually fighting it out to see who’s right or wrong about the argument! My! what a pity zvhen a manager cannot make his employes see clearly that the patron is always right! As strange as it may seem, a lot — and a big lot of us, too — have not gotten that point over yet with our employes. Those of us who have not realized the full meaning of “Patron” have a mighty steep hill to climb. This article will do the writer equally as much good as it will do the other fellow, for as I write and analyze the patron I see clearly my own shortcomings. We are all selling merchandise. The department store sells the kind they wrap up in packages for their patrons to take home, and after the patrons get home they unwrap the merchandise to see if it is as was represented. The big, as well as the little store today is very, very particular to see that their patrons are absolutely satisfied. We wrap up our goods and hand them to our patrons to take home in the mind. The package is not visible to the naked eye, but their mind is full of one of two things — satisfaction or dissatisfaction. The satisfied patron is a bigger ad to your theatre than a whole newspaper, and the dis JOHN H AM RICK, prominent Pacihc Northwest exhibitor. satisfied patron does as much harm to your business as the satisfied one does good. Therefore, it will pay us all to take this word “Patron” a little more seriously — know its full meaning. Get your employes together just a little more often than you do and see if they know all the things you really want them to know about the source of all the supply that comes into the treasury of this grand old profession of ours. I thank you. Sincerely, John Hamrick. Senator Smoot Asks U, S. to Protect Films Abroad by Legislation (^Special to Exhibitors Herald) WASHINGTON, D. C., Feb. 10.— Establishment of a film section in the specialties division of the department of commerce is contemplated under action taken last week by the appropriations committee of the senate, which amended the appropriation bill for the department so as to provide $15,000 for this purpose. The amendment was made at the instance of Senator Smoot of Utah, who declared that it was essential that we have a man in Europe to look after the interests of American producers. The need for such a service was stressed by Secretary of Commerce Hoover, who pointed out that the showing abroad of American films led to many sales of American products. Woodhull to Be Honor Guest at M, P. T» O. Fete (Special to Exhibitors Herald) NEW YORK, Feb. 10.— R. F. Woodhull, former president of the Motion Picture Theatre Owners of New Jersey, will be the guest of honor at a banquet at the Hotel Robert Treat, Newark, N. J., March 4. Mr. Woodhull was for three years president of the New Jersey exhibitors and upon retiring from that office he became a member of the Board of Directors of the M. P. T. O. of America. At a meeting held last week, Henry P. Nelson, of Elizabeth, Secretary of the M. P. T. O., of New Jersey, was unanimously chosen to be the chairman of the general committee in charge of the banquet. Leon Rosenblatt was appointed Chairman of the Committee on tickets. Louis Rosenthal was named treasurer. Sidney Samuelson heads the committee on invited guests. Request to Stamp Out Graft *'Film Schools** (Special to Exhibitors Herald) LOS ANGELES, Feb. 10. — Following the exposure of alleged illegal methods of so-called “movie acadamies” and “makeup schools,” formal request was made last week that City Prosecutor Jack Friedlander of Los Angeles immediately draft an amendment to the city ordinances affording means for definite regulation of such institutions. Trial of U. M. Dailey, Harry Keaton and G. A. Keller on charges of conducting their schools without a license will be held the last of the month. Solon Aims Bill at Film Ads and Standing Room (Special to Exhibitors Herald) OMAHA, NEB., Feb. 10. — Elimination of all advertising from the screen in Nebraska is aimed at by a bill introduced into the legislature by Senator McGowan of Norfolk, Neb. The bill provides for a tax of two cents per ticket besides. The bill further would provide that no seats be sold after the seats in the house are filled. Suit for $15,000 Begun (Special to Exhibitors Herald) INDIANAPOLIS, Ind., Feb. 10.— Hearing began this week in the suit of Willis Kersey and J. Otway Puryear against Samuel E. and Susan E. H. Perkins, in Noblesville, where the venue was taken from here. Plaintiffs seek to recover $15,000 as a result of a breach of contract to remodel a theatre on Indiana avenue which they had leased.