Exhibitors Herald (1926)

March 12, 1927 EXHIBITORS HERALD 43 Want More House Organ Copy? All Right, Here It Is, and at No Cost In response to acclaim too widespread to index, your reporter herewith continues his weekly composition of copy which, may fit at one time or another into your house organ editorial policy. And in response to slightly less widespread suggestion he raises the pointage from 6 to 8, thanking those who have informed him the stuff is worth larger type. Now if that idea can be sold generally — But to get on with the copy: WHAT MAKES A STAR? EVER try to figure out why one film player becomes a star while another who started at the same time does not? Isn't hard to figure out if you watch your neighbor in the theatre, or even yourself. Here’s how it’s done: Two out of a cast of twenty in a given picture are stars. One of the other 18 stands out from the background. Why isn’t exactly clear. Elinor Glyn says that one posses “It,” which is another way of saying the same thing. Anyway — You mention that player to your neighbor, your neighbor mentions him to another neighbor, the mails get clogged with inquiries about him, we and other theatreowners have to answer questions about him, have to write for the information to make answer with — a general demand for that player is evident. Next week stardom. But that isn’t the important thing. The important thing is that you make the stars. That’s why you like pictures so well. You made them what they are today and it’s not at all strange that you’re satisfied. * * * NEWSPAPER STORIES FOR the same reason that you like to talk about motion pictures (which reason is because you like them) newspapers like to print stories about motion pictures. Knowing you know so much as you do about pictures, the newspapers feel they must make their stories extremely interesting to hold your attention. If they have to stretch a point to make their stories hold you, that’s considered fair. It isn’t, of course, but anyway— Out of this circumstance arises a great many yarns that have one percent truth to ninety-nine percent fiction. Some of these stories have to do with elaborate behind-the-door plans supposed to be manufactured by picture millionaires for one purpose or another, it doesn’t much matter what, stories about trick agreements, high powered deals of novel nature, in short, stories that rival the picture stories themselves in picturesqueness and romance. Not a great deal of harm is done by these exaggerations and hastily taken assumptions. It isn’t possible to harm a genuinely substantial and meritorious institution like the motion picture by use of a little smudgy ink. The facts are set down here merely for your information and (as the newspaper stories themselves) because they are rather interesting. * * * YEAR ’ ROUND PICTURES 'T'HERE is only one year ’round entertainment. That one is motion pictures. Sports, amusements of all sorts, run to seasons. Maybe this is because they are better in one season than another, and maybe it is because the human animal will not be interested in them for a protracted period. Whichever reason you select, it remains true that the motion picture is Here’s a Rare One For Your Opening Remember this one next time you open a new theatre. But no, that won’t do — gotta think of it before you tear down the old one. Anyway — When Saxes tore down their Orpheum theatre, Oshkosh, Wis., last year, they broke up the door and gave pieces of wood to patrons with the promise that the pieces would admit them to the new Oshdosh theatre when it was completed and opened. And the patrons remembered and utilized the bits of wood to come in and see the new house and “Tin Hats.” Nor, so far as the report discloses at least, did any bright local genius get the brilliant idea of counterfeiting the chips and peddling them at cut rate. (Perhaps only an exploitation editor would think of anything like that.) the one year ’round entertainment and for that reason must be the best entertainment. MEET THE FOLKS ’C'UNNY, but people simply have to meet other people. No resisting the urge. Try, next time a neighbor drops in, to avoid talking to him. Try to let the other members of the family do the honors. No use. Simply have to drift into the room where the neighbor is and talk it over. That’s human. More we like to meet people, more human we are. More people we meet, more human we become. Works like that, will or no, for that’s humanity. And (of course) best place to meet the most people is at the picture show. Come over and meet the folks. French Exports Decline But Imports Show Gains ( Washington Bureau of the Herald) WASHINGTON, March 8. — French exports of motion picture films during 1926 dropped to a valuation of 123,912,000 contrasted with a total of 187,560,000 francs in 1925. French imports showed an increase to 47,472,000 francs compared with 17,939,000 francs in 1925. The United States continued to lead in supplying France with films but there was a decrease. Germany Threatens to Lead Britain in Theatres ( Washington Bureau of the Herald) WASHINGTON, March 8.— The United Kingdom has 3,896 theatres while Germany has 3,878, according to the Department of Commerce. There are 755 in London as against 342 in Berlin. Eighty new theatres are to be built in Germany this year. The number of theatres in Poland is given as 478, with a gradual increase reported. News Reel Sets Salt Lake As W ester n Aviation Hub (Special to the Herald) SALT LAKE CITY, March 8.— T. G. Randolph, chief cameraman for International News Reel, who has shot motion pictures in all parts of the world, includes in his 3,000 foot film on the air mail, a generous chapter showing Salt Lake as a natural center of western aviation. He concluded his local activities with a picture of a night landing. What’s Become of the Good Ideas? Have You Done Your Bit Today? What’s become of the good ideas? Didn’t anybody have any last week? Or did everybody forget to send them in? Things like that do happen, of course. Result of which is the slender assortment of exploitation ideas hereinafter presented. Not so good. Let’s do better next week. Let’s all send along the best three or four stunts we use or hear about. If everybody does it (and the film companies are by no means barred), we’ll pack more money-making capital into the confines of this page than you can shake the traditional stick at. Here’s what’s on hand at present: The Nervous Wreck — Racine, Wis., garages, shoe stores, laundries, furniture stores, etc., cooperated with Saxe’s State in page ad. . . . Angle must have been how to avoid becoming thing names in title, although informant doesn’t specify. * * % Orchids and Ermine — Saxe’s Wisconsin, Milwaukee, sent special cards to 1,600 telephone girls and employes, also getting window space with cards in florists’ and furriers’ establishments. H1 * ❖ The Fire Brigade — Sun, Omaha, hit opposition of city officials on loan of fire apparatus, so went in with newspapers and offered passes to all children born in February, said stunt getting front-page publicity and resulting in mammoth parade of children, firemen, band, etc., to theatre. * * * McFadden’s Flats — Henry Needles, Strand, Hartford, Conn., with Allan S. Glenn, F. N. exploitation supervisor, run of McFadden’s Flats Construction Contest in newspapers, an 8-day event, distributed 20,000 insurance policies against injury due laughter, sent special cards to all “Me” names in phone book and operated modified treasure hunt. . . . Walter Lindlar, F.N., put over Construction Contest as well as McFadden’s Flats Story Contest (offering tickets for best Irish or Scotch stories) for Bijou at New Haven. * * * Tell It to the Marines — Frank Dow, Merrill, Milwaukee, organized volunteer exploitation corps made up of Marines, which promoted hookups on Homer Harmonicas, Chesterfield Cigarettes, Life Savers. Bugler worked in front of theatre in floodlight, field piece obtained for ballyhoo, Marine song over radio with announcement of picture,, four Marines detailed to usher at opening. . . . Florida, St. Petersburg, held preview for editors and military organizations, used cutouts for auto ballyhoo, placed float in civic parade. sfs Just Another Blonde — Regent, Pittsburgh, placed cutout among sign lights, gave jeweler portraits to distribute in return for window space, advertised it as third feature of First National Month. * * * It — Utah University students, through student paper, conducted “It” Contest which helped “It” a lot in the Salt Lake Empress run. Bill Would Limit Ages of Girl Ushers to 18 (Special to the Herald) AUGUSTA, ME., March 8— A bill before the Legislature would limit the ages of girl ushers in theatres to 18 years. At present the age is 15 years.