Exhibitors Herald (Dec 1924-Mar 1925)

March 14, 1925 EXHIBITORS HERALD 29 “Use Radio,” Exhibitor Urges Producers and Distributors Ferret Out “Monumental Liars,” Cut Length of Features and Eliminate Rough Language Are Other Suggestions to Makers of Pictures Mr. Producer and Mr. Distributor, tune in ! Mr. Exhibitor broadcasting! “If I were a producer and distributor I would use the radio to tell the world about my pictures, stars and stories. I would ‘fire’ the monumental liars on my staff. I would eliminate all ‘immoral language’ in subtitles, and I would keep my features within reasonable length.” Those are but a few of the suggestions offered by exhibitors this week in replying to the question : “What would you do if you were a producer and distributor?” T o Please Schools Fox Plays **Man Without a Country*^ Continuously To meet more adequately the popular demand for the new film epic, “The Man Without a Country,” and at the same time comply with requests from school authorities, William Fox has changed the policy of the Central theatre. New York, where the picture is now in its third week, from two performances daily to continuous.” The new policy became effective Washington’s Birthday with the result that the picture played to five capacity houses instead of two. Scores of school teachers wrote to Mr. Fox stating that the two-aday policy made it impossible for them to organize school parties on week days. There are 4,000,000 students in New York and as “The Man Without a Country” has attracted much school patronage, Mr. Fox decided to meet the demand for a continuous policy. Britain Nearly Up on Schedule f Says Taylor (^special to Exhibitors Herald) HOLLYWOOD, March 3.— John H. Taylor, managing director of Christie Film Sales, Ltd., of London, compared the American situation with the British on his arrival here. Not so long ago, he said, the United Kingdom was two and a half years behind the release schedule of America, whereas pictures now show in London which showed here only six months ago. “Trade showings,” he said, “are customary here. Instead of a showing in a cold projection room many exhibitors gather in a theatre to see films that have arrived from America.” Stahls Grab Control by Purchase and Lease {Special to Exhibitors Herald) ST. LOUIS, MO., March 3.— The Sanford Amusement company, chief investors in which are Louis Stahl and his son, Maurice Stahl, has completed arrangements to take over one-half interest in the Mikado theatre, 5951 Easton avenue. Sanford also took over a lease for the Hamilton Skydome theatre. The company now controls the Union, Sanford, Aubert, Ashland and Newstead theatres, aside from new acquisitions, giving it dominance of the film situation in Northwest St. Louis. Technicality Kills Bill for Export Protection {Special to Exhibitors Herald) WASHING’TON, D. C., March 3.— No film division will be created in the department of commerce for at least a year. The appropriation was killed on the technical ground that it was new legislation which had not been the subject of recommendation by the budget bureau. It was suggested that it be brought up when appropriations for 1927 are under consideration. Rogers Joins Sax Firm {Special to Exhibitors Herald) NEW YORK, March 3.— Robert “Buddy” Rogers became a business associate this week of Samuel Sax in the Lumas Film Corporation, distributors of Gotham productions. He is not entirely unfamiliar with the picture industry as he is a brother of Charles R. Rogers, connected with Hunt Stromberg. He was formerly in the mercantile business. Now read these suggestions in the words of the theatre owners themselves : Would Give Small Exhibitor a Chance EDWARDS & CASE, Opera House, Paw Paw, 111., says: If a distributor would give the small exhibitor a chance to show the better class of pictures before they are so bad that the demand does not make them only the same as an ordinary picture, but you can’t teil the distributor anything in this day and age. Wants Short Reel in Prologue Form IV. M. ZIMMERMAN, Zim Zim theatre, Cumberland, Wis., says: I would create a wonderful short reel in prologue form for every show with music served and instructions with same to put over. This to be attached or part of first reel. Also music score, small orchestra or piano on all subjects at a reasonable rental. But it is practical that this should be a part of the show with the film rental asked today and not charge extra, for certainly something should be done rmth this “radio” competition as it is today, or zve will all be out of business. Rough Language Should Be Taboo RLTDOLF DUBA, Royal theatre, Kimball, S. D., says : 1. Would make features not over 8,000 feet, not less than 5,000 feet. All wholesome and clean action with good moral in the story, not rough. 2. Give the audience enough reading so as to explain everything clear to common people, and good enough for the high tone people to give lessons in good humorous way. 3. Cut out all rough language, like swearing, so as not to give the young generation any chance to read any immoral language, and in that way we will make everybody interested in the moving pictures. 4. Make more pictures with titles which would make the church people stop and study what it might be, and make them come in the theatres and return to the title. Make a picture to satisfy all the people and send them out thinking about themselves. “Fd Tell the World Over the Radio!” AUGUST BERKHOLTZ, MerMac theatre, West Bend, Wis., says: If I were a producer or distributor I would tell the world about my pictures! Stars! Stories! And whatever other big things I had to say, via radio. so whenever a radio fan started to listen in he would hear about our movie stars, big pictures and stories. It is all right to advertise in a trade paper, but they only hit the theatre owners in this way, and in return the theatre owner does not want a thing unless the public wants it. In my seventeen years of being a theatre owner and manager, I will say again by all means use the radio to advertise the product. Everybody else is doing it. We will have to sooner or later, why not now? In my city 40 per cent of the homes have radios. Just a short time ago some came to me and said, “Do you know, I heard Carl Laemmle over my radio?” What if they could listen in and hear some big star tell all about her last big picture? Why the picture would be sold. This may be bunk to some people, but don’t kid yourself, you’re coming to it. Just a Suggestion About Salesmen C. L. WILSON, Crystal theatre, Cherokee, Okla., says: I don’t feel competent to tell producers what I would do, bzvt in the distribution end, there is one thing I would do. I would ferret out these monumental liars that go out on the road to sell exhibitors and make all kinds of representations about pictures that they know thermselves are false, and representations that they know good and well a distributor cannot fulfill. From a personal standpoint I have learned, in 13 years’ experience, how to handle this class of “cattle,” but there are a lot of “the boys” who are not next to them. And I don’t think I am above the average, just because I muke this statement. / find, recently, a pretty good way for a salesman. For instance, he says, “There’s our product; you set down the figures your show, knowing your own community, would justify you in paying.” I paid him more for some than he asked, but cut his price on some that his figures were too high for me. If I were a producer I would try to see that the paper on products represented the picture. What I mean will illustrate briefly : I was playing a progrcnn on the feature of which I had a three sheet poster up that had a prize ring scene, making the impression that the picture was a prize fight picture. The picture had less than ten minutes of the boxing scene in it. I took the time to stand in front of my place and meet the patrons and would frequently say: “You probably think this is a prize ring picture, judging from the poster, don’t you?” They would invariably answer, “Yes.” I explained that that scene {CaiUinued xm page 36)