Exhibitors Herald (1925)

August 1, 1925 Barnes Emphasizes Cool and Comfort of Rialto I am enclosing one of my hot weather ads that I used in summer newspaper campaign to emphasize the attractiveness of the theatre. The same pictures, from a stock supply of newspaper mats, I had painted on the side of the theatre. In my billing campaign used two styles, one-one sheets, green ink on white stock, with the wording — “My but it is restful in the Rialto Theatre” and “Of course the show was good, and it is always so cool and comfortable in the Rialto.” Harold D. Barnes, Burlington, la. This Company Typifies the Spirit Behind “G. M. S.” We are contemplating issuing a house organ similar to those that have been mentioned in your columns from time to time. No doubt you have numerous copies that have been sent you by exhibitors and we would appreciate very much if you would forward some of them to us so as to get the other fellow’s idea. Yours truly, Morris Roth Amusements, Swissvale, Pa. Buber t Has Reason to be Proud of That House Organ The number enclosed, “The Metropolitan Movie Mirror,” is the first issued by the writer. The next one, dated July 15, will be our Anniversary Number and will run about 46 pages, the finest theatre publication in the country, we believe. Exhibitors Herald has its accustomed place in this office. We would like to open an issue with some mention of our house organ — if it seems worth it to you. Edward W. Bubert, The Metropolitan Theatre, Morgantown, W. Va. Saxe Gets Great Boost By Organizing Children in Sales Drive Thought you might be interested in knowing of a plan I have just completed in this theatre which is going to prove the greatest boost for summer business it has ever been my good fortune to concoct. The same idea can be duplicated in any city where the theatre has capacity enough and is willing to sacrifice admission prices to get more attendance. This has been my problem so far this summer but from now on I’m going to do nearer to capacity than I have done in the regular season. As to the idea. I am enclosing a card and a circular. The card I distributed at the theatre for two weeks in advance to the first free performance, of which I held two. The circular explains the idea. On next Saturday I start selling the books of tickets which the children sell in their respective neighborhoods during the week following, keeping 50 of the returns and purchasing the next book of tickets at the next free performance with the balance. I have over 500 children pledged already and should build it to 1000 after next week’s show. This means an additional $1000 in the box office each and every week during the summer, which believe me is worth going after. At each of the kiddie shows I get personal with them and explain just the kind XHIBITORS HERALD 61 All on a Summer’s Day THE THEATRE HERALD By George! Suppose they switch ’em nr HE Chicago City council A is debating a proposition of compelling saddle horses to wear tail lights. Somehow or other we never could bring ourselves to make light of any part of a horse — and we ain’t the bird that’s goin’ to light those lanterns either. * * * A man out our way was assaulted by two real estate salesmen when he refused to purchase. Well, he might have done worse. You can get rid of bruises with liniment but once you buy a lot its yours forever. ■* * ■* MARVELOUS! One of those women who writes to the newspapers finishes by saying : “Being a mother-in-law and having three wonderful daughters-inlaw, I still have a sense of humor.” Laugh that off. * * * Herrin, III., please write. From Sterling, 111., comes the following: ‘‘The Sterling Browns, a local all-star colored baseball team, has issued a challenge to the Sterling Ku Klux Klan ball club for a game to be played during the two days klan celebration here July 31 and August 1.” A fine oppor tunity to test the merits of the motorized local ambulance. •* * * Out in the Sticks Uncle Abner — reading newspaper heading — “G. O. P. to fight hard for seat La Follette had.” Aunt Sarie : “Those politicians is up to big business fighting over a man’s pants after he’s dead and gone.” * * * You tell ’em Dudley Field Malone told the court down at Dayton, Tenn., that before they could1 find the young instructor guilty of teaching evolution, the prosecution would have to define evolution. Now it’s up to Henry Ford or somebody to finance a movement to get the jurors “out of the trenches” before Christmas. C EATED on the hay wagon from left to right are George O'Hara, the incomparable Alberta Vaughn, and U oss Weigle who have principle roles in “The Pacemakers” series of Film Booking Offices. Weigle deserves considerable credit for his work in the effeminite roles which have been given him recently. Although his name has not yet appeared among the featured players it is expected that recognition of his merit is not far off. He has been in pictures but a few months but has worked his way steadily towards the top. Neil an Pays the Piper HOLLYWOOD. — It cost Mickey Neilan, director-producer, $500 here last Sunday night for knocking over a traffic signal. THE BEST Not all the books and plays published and staged can be made into pictures — there are too many of them. So only the best are picturized. of sales talk to use when calling house to house. Explain to them not to bother oi pester people to buy, but to try and induce them to come down town to the Strand theatre instead of their neighborhood house. The kids are hot for it and inasmuch as they can make themselves at least a dollar a week and more if thee go after it, it looks good to them. Stan Brown, Strand theatre, Milwaukee. (Saxe Enterprises.) Rohs’ Fifth Anniversary Week Ought to Restore Good Business During the week of August 16 I intend to celebrate Fifth Anniversary Week at the Rohs theatre. If you have any suggestions as to house programs, publicity cuts, campaigns, etc., I would appreciate it very much if you would advise me regarding same. H. H. Rohs, Rohs Theatre, Cynthia, Ky. If Rohs were to join the House Organ Exchange list it is fairly certain that Brother Exhibitors would supply him with a number of ideas wdiich he could fit to his needs. IDEALS AND PICTURES HEN you play pictures, your show * * comes in a can and you run it off.” This used to be the idea of the average management of a motion picture theatre ; an idea that has lost many theatres their prestige and an idea that for years was a stumbling block in the development of the art of the screen. Now there is a modern idea — a much better one — that rules the really enlightened theatre. The show does NOT come in a can. The show is just what the theatre’s staff can make it — and the can is incidental. Of course, the picture is the thine. One has to have a good picture to have a good show. Notice the difference — when you see a picture at the American. Every scene is analyzed by the projection experts, and “timed.” An emotional scene run too fast would lose force. A comedy scene — too slow— would lose punch. The music — the projection — and the atmosphere of the theatre are the “show.” Courtesy must rule in every branch of the theatre. We try to make the public feel that they are part of our enterprise— our one aim is to please the audience. And, if we can do it, no price we can pay is too great.