Exhibitors Herald (1925)

August 15, 1925 EXHIBITORS HERALD 29 U. S. to Appeal Ruling Against Order to Sell Eastman Laboratories (Special to Exhibitors Herald ) WASHINGTON, D. C., Aug. 4.— Decision of the circuit court of appeals that the federal trade commission was without authority to order Eastman Kodak Company to dispose of its laboratories will be appealed by the commission to the United States supreme court. The case arose out of the commission’s recent decision that Eastman Kodak Company was violating the law in agreeing with members of the Allied Laboratories Association not to operate its laboratories so long as the latter refrained from the use of imported raw stock and used Eastman film exclusively. Th Eastman concern carried the case to court, where the commission was upheld insofar as its order to discontinue the agreement was concerned. Falls Asleep ; Crash ; Car Wrecked; He’s Uninjured ( Special to Exhibitors Herald) ALBANY, N. Y., Aug. 4. — Falling asleep at the wheel on his way from Saratoga Springs to Albany, Edward Hochstim, Pathe salesman, had a narrow escape when his car crashed into a telegraph pole. Mr. Hochstim escaped with a few scratches. The car was wrecked. Uly S. Hill, managing director of the Strand theatres in Troy and Albany, luckily escaped injuries when his car overturned while returning from a fishing trip in Canada. Mr. Hill was accompanied by his son, Norman, who was also uninjured. Pennsylvania Censors Cut Out Horse-Aviator (Special t • Exhibitors Herald) PHILADELPHIA, PA., Aug 4.— Pennsylvania censors, who barred the Zulu dances from the International Newsreel, now have eliminated a picture from Berlin showing a horse being taken up into the air in a balloon, considering it offensiye. It was said there was nothing in the picture to indicate the horse didn’t even enjoy the ride. The board also barred from the state scenes of a parade of bathing girls at Coney Island. Judge Upholds Peaceful Picketing , Hits Boycott Peaceful picketing is upheld in a decision by Superior Judge Hugo Pam of Chicago but the jurist declares boycotting is illegal and that strikers have no right to attempt to keep the public from patronizing employers whose services they have left. Colony to Show New Harold Lloyd Comedy ( Special to Exhibitors Herald) NEW YORK, Aug. 4.— B. S. Moss has obtained Harold Lloyd’s latest comedy, “The Freshman,” for his Colony theatre following strong competition aroused by a special showing several weeks ago. Viewers have called it Lloyd’s best picture. Vola Vale Asks Divorce (Special to Exhibitors Herald ) LOS ANGELES, CAL., Aug. 4.— Vola Vale has filed suit for divorce from Albert Russell, brother of William Russell, charging nonsupport. Public Wants Clean Pictures San Francisco Survey Shows “Sacrifice Some Thrills So We May Take Youngsters,” Most of 1,000 Given Questionnaires Tell Loew’s Warfield — Catch Line Publicity Brings Results (Special to Exhibitors Herald) SAN FRANCISCO, CAL., Aug. 4. — Clean pictures. That’s what the public wants and is demanding, according to the results of a complete survey made by Loew’s Warfield theatre, operated by West Coast Theatres, Inc. “Sacrifice, if need be, some of the thrills so that we may take our youngsters to the theatre,’’ wrote most of the 1,000 persons from all walks of life to whom questionnaires were sent in the investigation made by Therese Fitzgerald, newspaper woman, press agent and fiction writer. Sees Replies as Direct Challenge to Producers Executives of West Coast Theatres see in the replies a direct challenge to producers and exhibitors, particularly the latter, as the inquiry was taken into all neighborhoods, every class of and financial districts. Benefits of hammering consistently at one catch line in publicity and advertising are seen in the fact that 20 per cent of those who attend Loew’s Warfield are attracted to the theatre because “it’s a habit and the Warfield is the best show in town.” That reaction in the replies follows adoption several months ago of the advertising slogan, “San Francisco’s Greatest Entertainment,” and regular use of it in subsequent publicity. Here is a list of questions submitted in the questionnaire : Do you attend the Warfield? If not — why? If so — what attracts you (newspapers, display ads, publicity, street cars, radio, mouth-to-mouth, billboards)? What newspapers do you read? What sort of pictures do you like best (romantic drama, society drama, sex drama, melodrama. Western drama, comedies)? Who is your favorite star? Comedies — what star (man, woman)? Do you understand the picture situation? Do you like our stage entertainment (have you any suggestions)? Do you like our music? What about our service — are you satisfied (have you any suggestions) ? There were also lines calling for the name and address of the patron answering the questions. Practically an equal division was shown in response to the questions regarding the medium of publicity drawing the patrons, though Loew’s Warfield in its advertising campaign uses 60 per cent newspaper display space, 30 per cent billboards and the remaining 10 per cent for a tieup with KPO, dashboards of the Market street carline and exploitation stunts. Friendly advice and conversation, which showmen term “mouth-to-mouth” advertising, also ranked high. Romantic Drama Has Edge To the query “What sort of pictures do you like best?” the answer in nearly all cases was “Any kind, just so they are clean.” Romantic drama had the edge with the added words but no costumes. Colleen Moore led the star vote with Norma Shearer second and Norma Talmadge a close third. Tom Mix was given as the favorite man star though Loew’s Warfield never plays Mix pictures. Milton Sills had practically all the rest of the field, with Harry Langdon leading in comedies. An indication of the advisability of giving more informative publicity regarding the releasing companies and producers was reflected in the interviewer’s report that the average person was interested in this phase but had never read anything about it. Less than one-half of 1 per cent gave an intelligent answer to the question, “Do you understand the picture situation?” Music and Stage Attract Music and stage entertainment attracted a fraction over 8 per cent. Fanchon and inhabitant, all sections of the business Marco stage presentations and Lipschultz and Music Master orchestral offerings figure in this theatre’s programs. Less than $60 was spent on the entire survey, including the time of the investigator and the printing cost. A. M. Bowles, general manager of West Coast Theatres, and Frank Whitbeck, in charge of publicity and exploitation, call that a pittance compared with the information obtained. Davis Heads Paramount “Circuit Ticket Plan” (Special to Exhibitors Herald) OTTAWA, ONT., Aug. 4.— Walter F. Davis, former manager of the Metropolitan theatre, Winnipeg, has been placed in charge of Famous’ “scrip book plan” for 57 of Famous’ 100 theatres in Canada. Each of the 57 theatres will issue the scrip books and the coupons therein will be good for an admission to any of the 57 theatres anywhere when presented at the door. The scrip books will go on sale August 24. The scrip books will provide reduced prices. Arthur W. Kelly Weds Josephine L. Freygang (Special to Exhibitors Herald) NEW YORK, Aug. 4.— Arthur William Kelly, vice president and treasurer of United Artists, and his bride, Josephine Louise Freygang, author, artist and gown designer, are on a three weeks honeymoon in Canada after surprising their friends by walking into the City Hall and taking the vows. Miss Freygang has designed gowns for Mrs. Coolidge. Mr. Kelly is a brother of Edith Kelly Gould. Chadwick Buys Interest in Independent Studio (Special to Exhibitors Herald) HOLLYWOOD, Aug. 4.— I. E. Chadwick, president of Chadwick Pictures Corporation, has purchased a half interest in the real estate and studio of Independent Pictures Corporation here. The studio will be enlarged to increase the stage space to 17,500 square feet. The front will be remodeled and $20,000 electrical equipment added. Beatrice Burnham Is Inez Rene NEW YORK. — Beatrice Burnham, Fox actress, has changed her name to Inez Rene. She will appear next in “The Silver Treasure.”