Exhibitors Herald (Dec 1924-Mar 1925)

March 14, 1925 EXHIBITORS HERALD 21 New Postal Law Increases Operating Cost of Theatre Speedier Shipment of Film Is Assured, However, if Fee of 25 Cents Is Paid — Rate on Advertising Mailing Cards Is Boosted — Cost of C. O. D. Hiked {Washington Bureau of Exhibitors Herald) WASHINGTON, March 3. — The postal bill enacted last week by the 68th congress provides increases in rates which will effect the motion picture industry. The law is effective after April 15. Private mailing cards, used by exhibitors and others for advertising purposes, will require 2 cents postage after April 15, and posters and printed matter going as third-class will be limited to eight ounces and the rate will be \y2 cents for each two ounces or fraction thereof ; such matter weighing more than eight ounces will be classified as parcel post. No change is made in the rates for parcel post matter, but an additional “service” charge of 21 cents is imposed on each package. Films sent by this service, however, may secure the same speedy treatment as first class mail upon payment of a fee of 25 cents, under a provision included in the bill providing for a special handling service. Harry Ascher Nathan Ascher Asckers Now in Complete Control of Chicago Chain Ascher Brothers, pioneer Chicago exhibitors, are now in complete control of their circuit of eighteen theatres, fifteen of which are located in Chicago. Through negotiations concluded last week, the Aschers purchased the half interest in the chain which had been held by Metro-Goldw5m, since the merger of Metro and Goldwyn. Goldwyn originally obtained a half interest in the theatres five years ago. In closing the negotiations with the Loew interests, the Aschers organized Ascher Brothers Theatre Corporation, which is incorporated in Illinois. Officials of the company are: President : Nate Ascher. Vice-President : Max Ascher. Secretary: Harry Ascher. Treasurer : Gus M. Greenebaum. General Manager: Louis P. Newhafer. The purchase price is said to have been in the neighborhood of $725,000. The new company has plans for an immediate expansion of its circuit. The first theatre to be added to the chain will be the new Terminal. Metro’s withdrawal from the theatre field in Chicago will in no way affect its bookings, according to those who are in close touch with the situation. Max Ascher Lewis P. Newhafer Fees for all services, such as registry, insurance, C. O. D., money order, etc., are increased, and an additional fee of 3 cents is provided where senders of mail matter wish to have sent back to them a receipt showing that delivery was effected. The 68th congress adjourned, however, without taking any action on the several blue law bills which had been introduced during the past two years, and there is now no danger of any Sunday closing law for the District of Columbia this year. Little or no effort was made during the short session to secure action on this subject, but members of congress received a steady stream of letters from both proponents and opponents of the legislation. Fails to Act on Copyright Another task undone by the congress was the enactment of legislation to amend the copyright laws. The Perkins measure, designed by the author’s league to supplant the Ballinger bill, was actively before the patents committee of the house, and on February 24 representatives of the industry were heard in opposition to the measure. Gabriel L. Hess, Arthur W. Weil and Louis E. Swartz appeared in behalf of the Hays organization and H. N. Richey of Detroit represented the Allied States Organization. The 68th congress will also be gratefully remembered by the motion picture industry as the congress which eliminated the admission tax, even though an eleventh hour attempt by Representative Ackerman of New Jersey to secure adoption of a measure providing for an additional cut of 25 per cent in the tax on 1924 income was unsuccessful. The repeal of the admission and rental taxes was a big achievement for the industry, the members of which Are Cross Word Puzzles Bogey of Small Towns? {Special to Exhibitors Herald") MILWAUKEE, WIS., March 3. ■—Sympathy goes out to you folks in the small communities if reports of him salesmen can be relied upon. It was the radio scare. Still groggy from the blow dealt by that bogey man the rumor runs that the cross word puzzle craze has now sunk its longest fang into the theatre owners of small towns whose patrons have pounced upon the fad. also benefitted by the other reductions in taxes made at the same time. New Bills Must Be Offered A period of nine months will elapse before the first regular session of the 69th congress, and when it convenes it will start with a clean slate, all bills pending before the present congress dying on March 4. It will be necessary, therefore, if legislation dealing with the films industry is to be considered, that new bills be introduced and referred to the appropriate committees. Misrepresenting Films Succeeds Only Once, Flynn Tells Ad Men {Special to Exhibitors Herald) NEW YORK, March 3. — In an address to the Association of Young Advertising Men this week John Flynn, vice-president of Producers and Distributors Corporation, declared that misrepresented sensationalism in advertising motion pictures can not succeed but once. A few thoughts he imparted follow: “Don’t buy space just to put a name in; make every inch count in value. ... If an idea can’t be expressed in picture form it can’t be expressed at all. ... In motion picture advertising you can’t be subtle. . . . Persistency is the greatest thing in motion picture advertising. . . . Amusement is not a necessity. In advertising you’ve got to lead the public to your theatre.’’ Trauh Wins Ruling in Case Against Pickets {Special to Exhibitors Herald) NEW YORK, March 3.— The New York Law Journal carries the report of the verdict handed down by Justice Callaghan in the litigation begun by the Traub Amusement Company, Inc., owners of the Olympia, Brooklyn, and the Grand Opera House, 23rd street and 8th avenue. The court decided that the attempt which had been made by the Moving Picture, Machine Operators’ Protective Union to injure Traub’s business by picketing the theatre with union members carrying signs telling of the theatre’s “unfairness to . . . employes affiliated with the union” should be compensated for. There was no strike. The union had sought to cause the theatre to employ union help. Metro Costume Designer Arrives NEW YORK. — Erte, the celebrated designer of French fashions, who more than anyone else is said to be responsible for the trend in present day women’s dress, arrived in New York on the S. S. France. Under contract to Metro-GoldwynMayer Pictures Corporation, Erte will hold an exhibition here before going to Culver City.