Exhibitors Herald (Dec 1924-Mar 1925)

March 21, 1925 EXHIBITORS HERALD 43 fTHE THEATRE \Q^4J)epcaiment of Practical Showmanship PERSONAL TO JOHN HAMRICK Copy Service For Exhibitor House Organs House organ or newspaper publication rights to this copy is ' granted exhibitors by the “HeraldV herewith. THE THEATRE FAMILY The theatre is unlike any other business institution in its influence upon those who are of it. Spending the major portion of our waking hours in the playhouse, we necessarily sacrifice something of the home life which is so important to human welfare. As a natural readjustment, we make the theatre a home. It is just that to all who labor here for your amusement. We are a big family, living harmoniously together, perhaps a bit more harmoniously than most families. We live our work. We take pride in our business home and we strive to make it perfect. Thats just another of the unwritten reasons why the motion picture theatre has developed as it has. MORE GOOD PICTURES A NNOUNCEMENT is made that ExHiBiTORS Herald shortly will supply us with the sixth semi-annual edition of “The Box Office Record.” This is good news for us and for you. Every six months this volume is sent to Herald subscribers, giving them the public reaction to the pictures of the period as unmistakably indicated in terms of patronage. With this information, we are enabled to present many of the finest pictures obtainable at an admission price almost ridiculously low in consideration of quality. More good pictures for you, at the same old price. That’s good -news, isn’t it? INAUGURATION FILMS AII^E are proud of our service to you in * •' showing you pictures of the presidential inauguration almost as promptly as the telegraph wires brought news of it. We consider the theatre fulfilling its highest destiny in a service of this land. What these pictures mean to the adult is sufficient. What they mean to the child is of infinitely greater importance. Today the growing, learning youth knows his country and its chief figures as few privileged individuals ever knew them before the advent of the screen. He is a better citizen later on for this advantage. (Turn to page 45) Replying to ^‘What Is It All About?” MR. JOHN HAMRICK, Blue Mouse Theatre, Seattle, Wash. Dear Mr. Hamrick: The staff of “The Theatre” met in closed session last week, when the first copies of the HERALD came from the press, to read and discuss your article on page 24. The vote of thanks resulting is forwarded herewith. In your article you set down as well as they may be set down the basic motivants of those who operate this department in the physical sense and those whose contributions sustain it. For this, thanks; and for the ability and courage to state the case as you did, congratulations. You know that this department is made up almost wholly of contributions from exhibitors, of course; but you may not know that these contributions, without exception, are voluntary. There is a standing invitation to everyone to participate in this cooperation, but no individual invitations are issued and no individual’s support is specifically solicited. As a consequence, those who have become contributors to this quietly conducted forum make up an uniquely constituted body. It is a body of men working unselfishly and without reward, developing the theatre science steadily for themselves and whosoever may feel disposed to profit through their toil. These exhibitors are men who have learned the lesson you state at the close of your article, that: “Until we wake up to the realization that we must eliminate all envy, malice, hatred from our systems so we will have plenty of room for the biggest thing in life — Happiness— we will grope in the dark.” There is no envy, malice or hatred in the man who gives his ideas to his fellow men. There is in him, instead, and you can depend on it, that Happiness which you say is what it is all about. There is room for it, reason for it, and it cannot be absent. Just thought you might feel, as it is easy to do, that there were not many such in this business. That is a mistake. They only seem few, because they make so little noise in doing the good they do. Yours very truly, W. R. W. What Showmen Are Doing to Get Business A phototype survey of current exhibitor business effort, with pictures upon the accompanying pages. Storin Window Sells Pictures and House HARRY F. STORIN, Leroy theatre, Pawtucket, R. I., writes: I will describe the most unique exploitation stunt it has been my pleasure to execute. The entire photograph is that of a window display in one of two large windows that grace the front of the local public utility corporation building. They were having a “Better Window Lighting Campaign” among merchants and placed a box frame in their own window and therein displayed several articles of merchandise from local merchants, whose attractiveness was augmented by use of better lighting. I got in touch with an executive of the corporation and he sort of fixed it with the particular department in charge of the window lighting. My argument was that the theatre represented the highest form of the effectiveness of light. In the box frame is an exact replica of our proscenium arch and stage, including even the cloth used in the set. Note the organist, orchestra rail, silhouetted patrons. The floor of the box frame was covered with grey velvet, with a purple runner from stage to front of frame, sides are grey velour drapes and back is a vivid red velour. To left of stage is original dome drawings by architect, small cutout of 11x14 cards on current or coming attractions. To right is card on “Yolanda” and small 11x14 title card cutouts. On the floor down front are several representative specimens laid on white doilies with descriptive card behind, as follows: “700 tons of steel,” “35 miles electric wire,” “25,000 lamps,” “sample switchboard,” “crystals made in Austria,” “two million brick,” “30 electric motors.” The large frame in center, resting against box, is a gilded matrix of the story of the opening of the Leroy. This was presented to the Leroy theatre at the opening by the general manager of the local newspaper. A small card called attention to this. This of course fixed me okay for a story about the whole layout in the paper. The cards down front are mounted photographs of different sections of the theatre and views during construction. The window caused no end of comment and I took many bows. It was not only