Exhibitors Herald (Dec 1924-Mar 1925)

March 7, 1925 EXHIBITORS HERALD 51 THE THEATRE Q^^ijDepartment of Practical Showmanship HITCHES THEATRE TO “HERALD” Copy Service For Exhibitor House Organs House organ or newspaper publication rights to this copy is panted exhibitors by the “Herald” herewith. THINK WHAT THEY MISSED P LATO, Socrates, Nero, Alexander, Solomon, Napoleon, Columbus, Confucius, Chaucer, Milton — mix them up any way you like, add to the list until you’re tired, and then think what they missed. They never saw a motion picture show! Great as they were, how much greater would they have been had they enjoyed the privilege of the screen. Lucky, aren’t we? WHAT YOU BUY ■I^HAT you buy isn’t always wrapped * • up in the package. You can’t wrap up service, assurance of quality, good faith. Yet you don’t trade where you don’t get them. These intangible quantities are prime assets of the theatre. The. theatre that sells them is the theatre you attend and the one that survives. You wouldn’t be here unless you knew we sell them. WELCOME A CHEERFUL greeting always awaits you at the Milwaukee theatre. Coming in direct contact with the true meaning of courtesy as you find it at the Milwaukee; you instantly notice that it breathes a pleasing warmth, and a suggestion of true comfort. The restful harmony of the lighting, music and picture, inspires a finer appreciation of your favorite theatre — the Milwaukee, and instills a feeling of gratitude in knowing that the entertainment is dependable. In this season of long evenings — as in all seasons, you will rely on the Milwaukee more and more — for Milwaukee theatre courtesy adds cheerfulness to refined entertainment. If it’s at the Milwaukee it’s the best show in town! (Above copy by Louis C. Shimon, Milwaukee theatre^ Milwaukee.) HEAR YOUR FAVORITES T F you go to a friend’s house and he ^ has a piano, victrola or saxaphone, you naturally ask him to play some favorite piece of yours. If you go to a theatre you oftimes murmur to your self you’d enjoy a certain piece. The pleasure is to be had. Mr. (^Concluded on page 55) Hinds Makes Herald Sell His Tickets How Frederick C. Hinds makes us sell his tickets for him is told better than we can tell it in his letter. Who Frederick C. Hinds is and what people think of him is told better than we can tell it in R. C. Geeting’s letter. Step one column to the right and get the whole story. Maybe you’ll want us to sell some tickets for you. We Can’t Show You Another “Covered Wagon” — But We Can SHOW YOU A BETTER One! Same Producing Company Practically the same cast The Same Author And a better story EMERSON HOUGH’S “NORTH OF 36 -With — EARNEST TORRENCE; LOIS W^lUSDfr AND JACK HOLT IN THE BEST PARAMOUNT PICTURE IN YEARS. GET THIS! Out of the first 14 reports from theatre managers, 13 of them definitely state it is better than “The Covered Wagon” — and the other one says: “The greatest western ever made.” ARE YOU SOLD? If not, we’ll quit writing ads because we don’t have that hind of material to put in them very often 1 — Next— MONDAY and TUESDAY lOc 40c (25c-50c Elsewhere) NOETHEA,&T6EN IOWAN'S MO&T Beautiful theatke.oee&ooja.^ ToNight and Saturday BEBE DANIELS And RICHARD DIX And A Good Seonett Coa&edy Wednesday and Thursday RICHARD DIX In “MANHATTAN” And An Our Ganc Comedy ‘The .Mysterious Mysleiy^ FRED HINDS’ two column ad for “North of 36,” Paramount. (See letter and story.) What Showman Are Doing to Get Business A phototype survey of current exhibitor business effort, with pictures upon the accompamying pages. Geeting Introduces Frederick Hinds R. C. GEETING, Lyric theatre, Chappell, Neb., writes; I wish to congratulate you on having such a splendid contributor as Mr. Fred Hinds of Cresco, la. More like him and we would soon have productions suitable, or rather fit, for our patrons. There are too few of us who will go out of our way to help the other fellow with the benefit of the experience gained in playing different productions. The article in your paper of February 21, written by Mr. Hinds, should be of inestimable value to any exhibitor who has not bought the Famous Forty. I congratulate Mr. Hinds for his candidness and the effort he has made to help us little fellows. Hinds Tells How He Put Herald to Work FREDERICK C. HINDS, Cresco theatre, Cresco, la., writes: We’ve come to the conclusion that there’s too doggone much mystery about the business management of this theatre, so far as it concerns the public. You hear, “Why don’t you run ?” or some other picture. Well, tell, ’em why you don’t. They probably want more money for it than you can take in or else want you to take seven lemons to get the one good one. Tell ’em. Let your public know something about your side of the proposition. Just so we can talk things over with the public, we have started a movie column which we are using to replace the cut and dried press book stories. You can see, from the enclosed column, what we mean by “talking things over.” It is the direct result of the editor’s contention that we ought to be ashamed of ourselves for having him publish press book stories when we’d been a p. a. all our lives. So we asked him if we could have a column in which we could say anything we darn pleased and he said, “Sure.” So much for the column. It costs us nothing but the effort of writing it. (^Concluded on next page)