Exhibitors Herald (1925)

April 11, 1925 EXHIBITORS HERALD 41 SHORT SUBJECTS A Good Resolution for Everybody to Read Resolution No. 7, “Diversified Programs,” adopted by the Motion Picture Theatre Owners of the Northwest at the convention held in Minneapolis last week, follows: WHEREAS, The Popularity oi motion pictures was created in the days when pictures consisted of one and two-reel subjects, and the exhibitor had the opportunity of building from these subjects a program of such diversity that it contained a wide appeal, and WHEREAS, Many patrons of the theatre today consider short reel subjects an absolute essential of an evening’s entertainment, and WHEREAS, Too many exhibitors fail to appreciate the importance to them and to their brother exhibitor of providing the public with the kind of entertainment demanded, and WHEREAS, There is now available in this territory the most meritorious and diversified list of short subjects known to the history of the industry. NOW, THEREFORE, BE IT RESOLVED, The M. P. T. O. of the Northwest, in convention assembled, that every member of this association be urged to carefully select and show as a part of his program whenever possible, one or more of the splendid short subjects which are at his disposal, thereby enhancing the entertainment value of his program and bringing credit to his theatre and the exhibitor body as a whole. The text of the resolution leaves little to be said. It may be added, however, that the “most meritorious and diversified list of short subjects known to the history of the industry” is available not only in the designated territory but in every territory. This condition exists. To take advantage of it not only is good judgment but is also the surest way of perpetuating it. Remember the Little Ones One of the great cries of censorship boards grows out of the accusation that “too many pictures are not fit for children to see.” Censors continually appear to keep in mind the child who will see the picture and receive unhealthful ideas. Short subjects have an opportunity to remedy the situation. If it be true (as it is not), that children are susceptible to alleged film evil, why not provide special programs for the youngsters? They deserve more attention from producers and exhibitors. Whether the films are an influence on the children, it is easily evident that children are a great influence on films. Children coax for the price of admission when their favorite star is advertised. Children drew the attention of New York lawmakers twio weeks ago when one bill was presented calling for chaperones for children. So children are a great factor (and grow greater) in showmanship. If a new comedy star pleases the children of an audience the star becomes a success. If he fails to please them it is not long before he returns from whence he came. There are companies which are seeking to supply the subjects children like. Comedies are not their only aim. An Educational subject which vdll be released in April is built upon the theme of the spider and the fly. It is regarded a healthful kind of theme. The principal characters will be a spider and a fly with a modem version of the old fable. Pathe Review No. 14 relies upon a child’s interest in deep sea creatures with its hero and heroine a crab and its mate. A careful selection of such subjects may be made for one program each week for a special children’s show. Parents will be cognizant of the effort to provide their children with a program that the gloomiest censor could not touch. A Vacancy in Women^s Roles H. M. Herbel, who is head of the sales force for the Century Company, has forwarded a letter which he received from Charles L. Geiss concerning Wanda Wiley. The letter contains the declaration, “If they get any better, I shall have to play them as feature pictures.” Mr. Geiss is the manager of the Olympic theatre, Monessen, Pa. The Wanda Wiley comedy, “Lookin’ Down,” is a sharp illustration of the truth of that statement. In it she has put aside a stilted air that envelops many young players and has enveloped her at times. As she becomes less self conscious of the camera and the kleigs she will continue to develop as a laugh provoker. There is a place vacant for a comedienne ; the feminine stars who reach the top in short subjects generally are rustled into a star’s dressing room for feature producers. We need a good comedienne. Miss Wiley promises to fill that need within a short time. If fortune provides a good director and better stories than “Looking Down,” it will be but a short time before she will be widely in demand. Then Mr. Geiss will advertise her in the feature place on his program. Newspaper* s Columnist May Supply Our Copy (Continued from page 37) regularly for readers of this department (if he accepts the appointment). Mr. Shimon has been a consistent contributor of poster and other copy, much of which has been widely used by other showmen following republication in these pages. Some of his recently used material is printed this week and reproduction is made of three posters bearing his copy. (PERSONAL TO L. C. S.—If these terms are acceptable, press deadline for this department is 11 a. m. Saturdays. You may fire when you are ready. —W. R. W.)