Exhibitors Herald (1927)

48 EXHIBITORS HERALD September 17, 1927 LETTERS From Readers A forum at which the exhibitor is invited to express his opinion on matters of current interest. Brevity adds forcefulness to any statement. Unsigned letters will not be printed. How Did You? ASHLAND, O. — To the Editor : Did it ever occur to you that “an Exhibitor” weakens his buying power when he boosts any brand of pictures in his reports to you? — Clark & Edwards, (by Edwards), Palace theatre, Ashland, O. P. S. — -Here’s one for you : A salesman calls on you with a “block” of pictures. His price is right. Bear in mind his price to you is right. You sign application and in three week “High Pressure Salesman” drops in and tells you application is rejected— you must pay so and so more money. How would you handle this? Then ask us, how we handled it/ — Edwards. Will Someone Please Reply PORTLAND, ORE. — To the Editor : Did you ever stop to think that this method of finding “box office value” is absolutely ridiculous. Just compare the range of percentages on any one picture. They vary from 15 per cent to 99 per cent. They mean nothing to an exhibitor. — D. Silis Cohen, Jr., Burnside theatre, Portland, Ore. Some Good Advice HARLEM, GA. — To the Editor : Here’s a check to cover two years’ subscription to The Herald. Please send it to Social theatre, Social Circle, Ga. Perhaps a word of explanation might not be amiss. As you know, the first thing I did seven years ago, when I began my show was to subscribe for The Herald and since that time I have not been without it. My brother, George O. Hatcher, has just opened up the Social theatre, Social Circle, Ga., and as he is new at the show business, I cannot think of a better piece of advice I could give him than to subscribe to the Herald. Please start his subscription at once and oblige. — Ernest W. Hatcher, Star theatre, Harlem, Ga. Here’s One for Old-Timers TOMBSTONE, ARIZ. — To the Editor: The Commercial Club of this city is making a list for historical purposes of the players who appeared in the early ’eighties in both the Bird Cage Opera House (playing variety) and the Schieffelin Hall (drama and stock) and if in any way you can help the organization out along this line, we will appreciate it very much. The enclosed clipping, will give you a line of thought on the subject. Mr. Gardner who is compiling this data was formerly of the firm of Clarke and Gardner who had some Southern houses and a couple of roadshows some years ago. Mr. Clarke is now an official of the Saenger Amusement Company of New Orleans. Our new show house is about completed. — Giacoma Brothers, Crystal theatre, Tombstone, Ariz. P S. — Following news item from our local paper will give you some idea of the actors who have played the local theatres in the past: “The historic research being conducted by the Tombstone Commercial Club in its endeavor to locate the names of actors and actresses who in the days gone by appeared on the stages of Tombstone theatres, has added one more name this week, that of Theodore Roberts, favorite movie actor. “Up to date the names of those known to have played in the Bird Cage, besides the opening cast, only that of Eddie Fay and possibly Lotta Crabtree for the Bird Cage. “In the old Schieffelin Hall the early day names definitely fixed at present are Charles B. Hanford, Frederick Warde, Theodore Roberts and Nellie Boyd, and later on there appeared in this old building, The Wests Minstrels, the Georgia Minstrels, Frank Keenan, Frank Bacon, Alice Johnson, Harry Bereford, Murray and Mack and Fatty Arbuckle. “Any old time programs of either house will be welcomed by the Tombstone Commercial Club.” Boston Not Overseated; Deluxe Theatres Wanted ( Continued from page 18) Operating Co. RIALTO, Roslindale, double features, New England Theatres Operating Co. DUDLEY, Roxbury, double features and vaudeville, New England Theatres Operating Co. NEW RIVOLI, Roxbury, double features. New England Theatres Operating Co. STRAND, Somerville, double features, Olympia circuit. DAY STREET OLYMPIA, Somerville, double features, E. M. Loew circuit. APOLLO, Boston. BALL SQUARE, Somerville, Locatelli circuit. BELLEVUE COMMUNITY, Dorchester. BRIGHTON, Brighton, double features, two changes weekly. BROADWAY, Somerville. BROADWAY. South Boston. CAPITOL, Somerville. CAPITOL, Everett. MARK STRAND, Everett, double features and vaudeville. CAPITOL, Somerville. CENTRAL SQUARE, East Boston. CENTRAL, Somerville. CHELSEA, Chelsea. DAY SQUARE, East Boston. EVERETT SQUARE, Dorchester (Hyde Park). GEM, East Boston. HYDE PARK, Hyde Park. IDEAL. Dorchester. INMAN SQUARE, Cambridge. LIBERTY, Roxbury. NIAGARA, Roxbury. OLYMPIA, Cambridge. OLYMPIA, South Boston. ORIENT GARDENS, East Boston. ORPHEUM, Somerville. RIALTO, Everett. RIALTO, Everett. RIALTO, Roxbury. ROXBURY, Roxbury. SHAWMUT, Roxbury. STRAND, Chelsea. STRAND, South Boston. SUPREME, Jamaica Plain. TEELE SQUARE, Somerville, Locatelli circuit. THOMPSON SQUARE, Charlestown. WARREN, Roxbury. WINTER HILL, Somerville. Nine of the theatres play double features. Boston has long been noted as the worst offender in this matter of double features. However, Boston's two most successful theatres, the Metropolitan and Loew's State, play single features and presentations. The Keith-Albee Boston and Loew's Orpheum likewise play but a single feature, with vaudeville. The Olympia circuit frequently plays a single feature at some houses. Boston's downtown theatres provide between 40.000 and 45,000 seats while the suburban list provides between 50,000 and 55,000. Another large group of suburban and community theatres outside the area in Map Two, adds another 40.000 seats and this area is growing rapidly in construction of new theatres. This territory includes most of the immediate suburbs of Boston, such as Revere, where a new theatre seating 2,000 has just opened; Winthrop, Malden, Medford, Belmont, Watertown, Waltham, Arlington, Newton, Dedham, Quincy, Norwood where a new theatre opened this week, Braintree, Weymouth and a number of other places. In proportion to the population, this last mentioned territory is growing more rapidly in seating accommodations than the territory closer to the heart of Boston. Paramount Offers Free “Mats” to Exhibitors ( Special to the Herald) NEW YORK, Sept. 13.— As a further service to exhibitors, Paramount announces that it will give free to every booker of its 100 per cent program for 1927-28 a “mat” for newspapers. The “mat” is attractively prepared. At the top will be printed in 42 point type a two-line head containing the theatre name and address. Text matter in large type, heads of the stars, and the titles of the productions in which they appear comprise the subject matter of this “broadside.” “What Price Glory ” Film Shows Sheehan of Fox in Ace Showman Role ( Continued from page 20) not be dependent on tieups with any organizations, associations, government departments or other box office ‘crutches.’ Likewise it is not to be war propaganda, or peace propaganda or any other kind of propaganda.” Before the job of making “What Price Glory” was finished, Mr. Sheehan was already busy with “7th Heaven” and “Sunrise.” Like the war picture, both were made under his close supervision. He again defied advice when he cast Janet Gaynor for the lead in the former, with the result that this youngster, who has had less than three years experience in pictures, has earned stardom. Likewise he backed up F. W. Murnau when that director chose her for “Sunrise,” and again when George O’Brien was given the male lead. At this writing “Sunrise” has not yet had a public showing but it is significant that the director, F. W. Murnau, has already been signed to a five year contract. Endowed With Showmanship There are a number of men in the business who can be credited with one outstanding success during the past two years. But there are few who within that period have been responsible for three big pictures and the discovery of star-high ability in three unknowns. Winfield R. Sheehan’s showmanship is something with which he was endowed at birth. But its development has been due, no doubt, to his newspaper training. His keen perception of what constitutes entertainment is akin to his earlier understanding of public opinion. His “nose for news” has become a nose for new talent and new trends in pictures. His capacity for working quickly and incessantly comes from the days when his paper demanded the news “accurate and first.” (He made good under the toughest city editor that ever infested Park Row.) There are some 700 former newspaper men in key positions in the motion picture industry but only one of them is a Winfield R. Sheehan. Schenectady Theatres Face Over-Seating (Special to the Herald) SCHENECTADY, Sept. 13.— When it comes to the question of being overseated, the city of Schenectady, N. Y., with a population of around 100,000, is in the running. Figures recently compiled show that one out of every four residents must attend a theatre each night in the week, if every seat is to be filled. There are 20 houses in Schenectady and there is one new theatre in course of construction in the city. Arcade Theatre Opens Soon with Vitaphone (Special to the Herald) WEST PALM BEACH, FLA., Sept. 13. — The Arcade theatre here is opening with Vitaphone presentations, on Oct. 7. The theatre is another of the E. J. Sparks’ Enterprises chain of theatres. Vitaphone has 17 new presentations available, including four “double” numbers, among which one of the best liked is the offering of George Givot and Leonard and Hinds.