Exhibitors Herald (1927)

September 17, 192 7 EXHIBITORS HERALD 33 paper, slides and heralds, but also of merchandising tieups. Too Many Regard Shorts as “Fillers” Although their number dwindles, there are still too many exhibitors — I can’t call them showmen — who still regard the short product as just a “fdler” and nothing more. Even the cost of a one-sheet is spent grudgingly by this type of theatre owner. The industry is still discussing the remarkable campaign waged by Universal in connection with “Snookums,” the little star of the “Newlyweds and Their Baby” comedies. I called upon a certain first-run exhibitor in a key town while this publicity was at its height. Here was the kind of advertising that live showmen hailed and used to splendid advantage. On my way to this showman’s theatre I passed a building occupied by the most important newspaper in town. A crowd was gathered in front of the bulletin board and I discovered that the center of attraction was the picture and story of “Snookums’ ” visit to Washington. What He Found at One Theatre I mentioned this incident to the exhibitor in the course of the ensuing conversation. To my surprise he hadn’t heard of “Snookums’ ” visit to Washington, nor had he read the papers that day. “Yes,” he was using Universal’s comedies and he was running one that particular half of the week. Was it a “Snookums?” He didn’t know because when booking the comedy, he never inquired about the brand, but merely instructed that a comedy be shipped. Laughter coming from his theatre prompted me to step out onto the balcony of the house. His office was situated near the balcony. There on the screen was the latest “Snookums’” comedy! Not a piece of advertising outside to tie this fact up with the greatest publicity stunt in recent years. Fortunately, this type of exhibitor is in the minority and the next few years will see them in some other field of endeavor. Ours is an industry which only has room for the livest live-wires, competition crowds the others out. Bowers Signs To Do Comedy Group For Educational (Special to the Herald) NEW YORK, Sept. 13. — Charley Bowers and his special process have been obtained by E. W. Hammons for the Educational comedy program. “The Wizard of Long Island” has left for Los Angeles, where he will make a series of six Charley Bowers comedies at the Educational Studios. All the machinery necessary for Bowers’ secret process was shipped to Los Angeles this week, and Bowers, ac charley Bowers compamed by his technical assistants, departed at the same time. It will take from two to three weeks after its arrival to get the machinery set up at the Educational Studios, where the Bowers producing unit will occupy a separate building. As soon as the equipment is ready Bowers will start immediately on the production of his first picture for Educational. Monarc hs and Savages “Shot” By Fox Man in Two Year Trip MONARCHS and jungle savages alike have come within range of camera fire of Fernando E. Delgado, in a two-year-trip to every nation of the world under Spanish influence, which has just closed with his return to the home office of Fox News. 1AHE Spanish cameraman has made pictures in Spain, Portugal, Morocco, Brazil Bolivia. Argentine. Chile. Ecuador. Fernando E. Delgado Cuba and the West Indies. In Morocco, he obtained closeups of the coronation of the new caliph, Muley El Hassan. In Argentine Delgado met Mrs. Concepcion Unzue de Cesares, whose job is to own and direct a ranch of 138,378 acres. Then he shot the races at the Argentine National Derby at Palormo. First he obtained a picture of the first fan to reach the box office. His name was Juanito Iturriverrigorrigoicoverrigoa scoeches, and that’s a long wait in itself. Delgado took scenes showing President and Mrs. Marcelo Alvear to gether with the cabinet and other high officials. Later in Brazil he obtained poses of Dr. Arthur Da Silva Bernardes, president of the republic, together with L'nited States Ambassador Edward V. Morgan. Delgado roved with the famous gypsies of Granada, Spain. In the Chirihirihuano Indian district north of Yacuiba in the Bolivian jungle, Delgado obtained pictures of the savages. Delgado has shot South American scenes from airplane, ship and horseback. He has been at the crater of the volcano Osorno, in Chile. From the deck of the Chilean cutter Porvenir, he shot another series of interesting scenes, and ashore he visited Alfonso Menendez, the “Rockefeller of South America.” Dr. Isidro Ayora, president of the Republic of Ecuador, welcomed the cameraman there. “There is a remarkable enthusiasm for American pictures in South America,” said Delgado. “I believe the people are equally as interested in news reels as they are in features.” Delgado is returning to South America in the fall to shoot another series. Six Rules to Help Put Over News Reel Offered by Talley Six cardinal rules for exploiting news reels to the best advantage at the box office are given by Truman H. Talley, directorin-chief of Fox News, in explaining why “the greatest theatre managers regard the treatment of their news reel presentation as of almost equal importance to the presentation of their feature picture.” Talley’s suggestions are: 1 Screen your news reel the moment • the print reaches your theatre so you can determine which shots are best for your newspaper advertising and your displays. 2 Use the one-sheets issued by all news • reels. These contain up to half a dozen summarized news headlines to appeal to all classes of people. "T Systematically advertise the trade marks or special subjects of whatever news reel is being run. Many persons have their favorites among news reels. A Establish contacts with newspapers so * as to get at least one story a week into the news columns on topics being presented. C Work out some of the many novelty kJ" stunts devised. An exhibitor put over one of the best ideas when he obtained cooperation of school officials in an essay contest on outstanding topics. Present the news reel as carefully as y* the long feature. Use the right kind of music and see that it is properly cued. NEWSPICTURES PARAMOUNT NEWS NO. 12— Obsolete army planes at Nashville, Tenn., are burned Prince Gustave and Princess Louise of Sweden, at Stockholm, visit Scout camp Marines at Quantico, Va., test new rubber boat attachment for parachutes— Country's champion dogs race at Hamilton, O. PATHE NEWS NO. 72— George Young, winner of Catalina swim, practices for Lake Ontario swim —American Legion lands at Cherbourg, France, for convention Coolidge continues tour of Yellowstone Hunters at Saratoga, N. Y., take jumps in Old Colony race. INTERNATIONAL NEWSREEL NO. 73 — Norwegian oars triumph at Midland Beach, Staten Island. N. Y., in first international lifeboat crew contest Charles E. Hughes returns to New York from Europe Three Brennan sisters at New York are brides at one ceremony— Lorraine Ferrary of New York wins “Miss America, Jr.,” title Japs in strange attire at Fukushima. Japan, honor ancient warriors Acrobats in New York do stunts on roof-tops Boys at Los Angeles launch toy airplanes Helen Filkey at Eureka, Cal., breaks hurdle race record. KINOGRAMS NO. 5324 “Pride of Detroit” lands in England Los Angeles greets Art Goebel. winner of Honolulu air race Tars of six nations at New York stage boat race Antique locomotives arrive at Halethrope, Md., to take part of celebration Chicago greets Gene Tunney on arrival in city. FOX NEWS NO. 97 Bobby Jones at Minneapolis wins amateur golf championship — President and family view Yellowstone Falls— New York National Guard at Fort Wright, N. Y., practice on big guns— Hop crop at Kent, England, is gathered by men on 6tilts— — Resorters at Lake Hopat cong, N. J., hold Grecian dance at night Uncle Sam rounds up his Montana buffalo Girls at Dunedin, Fla., joust on aquaplanes. FOX NEWS NO. 98 Helen Wills wins tennis cup from Betty Nuthall— Thousands of invalids go to Loudres, France, for miraculous cures— German wins 21-mile swimming contest on Lake Ontario Ireland's army shows strength at Dublin Rebuilt battleship, Tets, visits New York Princess Lowenstein-Wertheim starts flight to America. M-G-M NEWS NO. 6— U. S. Polo team at Meadow Brook club, L. I., N. Y., practice for international classic Philippine Rapids lure U. S. tourists One hundred and fifty couples, mar ried 50 years, meet at Portland, Ore.— Uncle Sam's airplanes at San Diego fly in review for Secretary of Navy Wilbur German triumphs in 21-mile swim on Lake Ontario Days of '49 are revived at buffalo round-up in Yellowstone Park —Helen Wills at Forrest Hills, N. Y., regains tennis crown. PARAMOUNT NEWS NO. 11 Ambassador Paul Claudel of France and daughter arrive in New York— Prince of Wales at Toronto, Can., opens great gate named in his honor Mayor Boess of Berlin, Germany, greets Mayor Walker of New York— Cowboys at Lindbergh Canyon, Colo., round up herd of wild horses— German wins Lake Ontario 12-mile swim— Aviators on each side of Atlantic begin ocean flights.