Exhibitors Herald (1927)

November 12, 1927 EXHIBITORS HERALD 51 J. C. Jenkins — His Colyum DEAR HERALD: OBERLIN. O., October 24, 1927. The Buckeye state never looked better than she does at this season of the year. It’s one grand, glorious panoramic view wherever one goes. Last evening just as the sun was sinking in the West I parked Marie on the East side of the college campus and sat there and reveled in the glorious coloring of the maple, the elm and oak trees of that famous old campus, and with the sun glinting through the various colored foilage it made a picture long to be remembered. There was the orange, the green, the purple, the crimson, the golden, the silver and the drab all mingling together and all forming a picture the beauty of which is beyond description. As I sat there and drank in the beauties of this scene, I was glad that I am living now and glad that I am an American citizen living in a country especially blest with the Almighty’s richest blessings, and as I looked across the broad expanse of this famous old campus, there came to me the thought of the thousands of young men and women, who in the last 60 years have wandered over this campus and that under the stately elm and oak and maple trees had been formed new hopes and new ambitions, and I wondered not that they loved this old spot and loved to return again and again to their alma mater at each recurring Home Coming. And as I think of these things my mind recalls many personal friends who have gone forth from this old college to take their place in the great scheme of mankind and who have made the world better for their having been a part of it, and, thinking of these, I am not forgetful of the thousands of exhibitor friends I hope I have made throughout my wanderings, and to each one of these friends I would like to express that feeling of friendship that was expressed to me some years ago by a friend in a little poem on a Christmas card, but I am unable to recall the exact wording and can only give to you in substance which is as follows— All to myself I think of you. Think of the things ive used to do. Think of the things we used to say, Think of each happy yesterday. Sometimes I sigh, sometimes l smile, When 1 think of each olden, golden while, All to myself. Perhaps this is not just what would be expected in motion picture trade journal, but if you are going to read this column you can expect almost anything, for I run in moods as well as ruts and tangents are common with me. The Herald1 Fills a Want None Others Can Do When one comes to think of it this is a pretty small world after all. Seldom do we find a community where we do not run into someone who knows us, that’s what keeps the most of us on our good behavior all the while, illustrative of this, I was coming out of the dining room at the Oberlin Inn this evening when a young fellow tapped me on the shoulder and said, “I’m betting that you are J. C. Jenkins of Neligh, Nebraska,” and I looked at him a moment and said, “Young man, you can wager the last nickle you have on that proposition and cash in, but who are you?” and he replied, “My father at one time was principal of the Neligh High schools and Mrs. Jenkins took one of my brothers and raised him from a pup, now don’t you know?” That’s how it comes that I am going to spend Sunday with Howard and Gerald Stevenson at Kent. The Herald Fills a Want None Others Can Do Oscar Smith who operates the Apollo theatre at Oberlin invited me to witness “Ben Hur” at his theatre. I did, and if Oscar is as good a man as “Ben Hur” is a picture (and I think he is) Oscar is all right. I am not going to say much about “Ben Hur,” it isn’t necessary, but you may be assured that it is big in theme, big in settings and big in every way, and it will set a standard by which all future pictures will be measured for the next decade. In my judgment “Ben Hur” will be remembered long after all previous pictures have been forgotten. I had a very delightful visit with Mr. Smith for which I wish to express my thanks. The Herald Fills a Want None Others Can Do J. G. Furrier of the Harkness theatre at Clyde has adopted a new system. His usual matinees, starting at 2:30, usually ran from $3.50 to $4.00 now he starts his show at 5 o’clock and charges 10-25 for the first show and his receipts have increased to $15.00, an increase of $11.00 over his usual matinees. He also puts on what he calls his “Silver Night.” He advertises to give each lady buying an adult ticket a 26 piece set of Rogers Bros, silver ware absolutely free. This he does by giving one piece of the set with each ticket purchased and by doing this for 26 weeks they get the entire set free. He puts this on his weakest night and he advises that his theatre is taxed to capacity to hold them on these nights. Here is something for you boys to think over. Rogers Bros, at Niagara Falls will give all the information how to handle the proposition. The Herald Fills a Want None Others Can Do When we got to Wellington we noticed that W. J. Powell of the Lonet theatre was getting ready to open that night with “Ben Hur.” It looks like “Ben Hur” had taken this country, for we find it billed in about every town we visit. Mr. Powell has a beautiful theatre and we are not giving out any new ( Continued on following page ) probably am, but I never could see how a percentage of gross receipts had much bearing on the intrinsic value of a picture. For instance, you may have a picture of undoubted merit being shown under adverse conditions such as bad weather, counter-attractions or a combination of both. In fact, there are so many things that can arise to influence the attendance regardless of the fact the picture may be a real gem, while on the other hand, a mediocre picture may get all the breaks and show a far greater percentage than the more worthy one. In other words, a 20 per cent picture may show a 75 per cent gross, while a 75 per cent one might show a 20 per cent gross. Now then, can this percentage be accepted as a criterion to judge by? Eight reelsJ — Peter Blysma, Victory theatre, Napoleon ville. La. — Small town patronage. Fox GOOD AS GOLD: Buck Jones — 60%. October 24. One of the best Buck ever made. Fair business only. Five reels. — E. M. Biddle, Strand theatre, Paoli, Ind.— Small town patronage. GOOD AS GOLD: Buck Jones — Pretty good outdoor picture to average crowd. Five reels.— G. E. Widger, lone theatre, lone, Wash. — General patronage. IS ZAT SO?: Special cast — 25%. A very clever picture, high in entertainment value and with fair drawing power. Seven reels. — W. J. Powell, Lonet theatre, Wellington, O. — Small town patronage. IS ZAT SO: Special cast — Had a good crowd and they all liked the picture. Six reels. — G. E. Widger, lone theatre, lone. Wash. — General patronage. HILLS OF PERIL: Buck Jones— 35%. Ordinary Western. — G. Carey, Strand theatre, Paris, Ark. — General patronage. HILLS OF PERIL: Buck Jones— 11%. October 5. Buck again gave us a thrill and sure got the crooks right and you know the girl is always thrown in and so at this time Buck got kicked off hie horse and the girl comes and picks him up. It sure should please where they like action and thrills. Five reels. — Rudolph Duba, Royal theatre, Kimball, S. D. — General patronage. HILLS OF PERIL: Buck Jones — Good action Western, but it flopped. Five reels. — Mrs. Richard A. Preuss, Arvada theatre, Arvada, Col. — Small town patronage. OUTLAWS OF RED RIVER: Tom Mix— 20%. October 14-15. Good show for the Western fans, but Tom does not make such a big business for what they want extra for him. Well, one more and we will be on to the finish of the contract. Six reels. — Rudolph Duba, Royal theatre, Kimball, S. D. — General patronage. OUTLAWS OF RED RIVER: Tom Mix— About as good as the usual Mix picture. Business fair. — Ernest Vetter, Majestic theatre, Homer, Mich. — Small town patronage. THE CIRCUS ACE: Tom Mix— 50%. October 26. We could forgive Tom for some of the others, but can’t hardly let this go. But it’s Tom Mix and they winked their other eye when they went out. I think one night enough for it. — Bert Silver, Silver Family theatre, Greenville, Mich. — General patronage. COLLEEN : Madge Bellamy — 34%. October 26. After several months of just one show a week and that on Saturday night, we ran this one on Wednesday and could not make it pay. But those who came were pleased with it and we vote it a real good ordinary program picture. Six reels. — Clarence E. Hopkins, Hopkins theatre. Cotter, Ark. — Small town, patronage. COLLEEN : Special cast — A very good picture with plenty of interest, thrills and laughs. Seven reels. — G. E. Widger, lone theatre, lone. Wash. — General patronage. SLAVES OF BEAUTY: Earle Fox— 10%. October 21-22. Very good picture but the title killed it as the picture is most human entertainment we have seen for a long time. If they like good clean pictures show them this one. Six reels. — Rudolph Duba, Royal theatre, Kimball, S. D. — General patronage. DESERT VALLEY: Buck Jones— 15%. October 28-29. Good show for the Western fans and the small towns. Plenty of action and excitement with Buck right on time and his horse Eagle at Buck’s rescue at all times. It’s good. Five reels. — Rudolph Duba, Royal theatre, Kimball, S. D. — General patronage. THE BRONCO TWISTER: Tom Mix— 10%. Best show of Mix’s and Tony’s for some time. Tomy sure pepped everything up after he jumped off the train and joined his horse. Tony just like a hurricane. He went after the lawbreakers and got his victim. Play this one by all means. Six reels. — Rudolph Duba, Royal theatre, Kimball, S. D. — General patronage. THE BRONCO TWISTER: Tom Mix— Good Western. Lots of action and some comedy. Six reels. — G. E. Widger, lone theatre, lone. Wash. — General patronage. UPSTREAM: Earle Fox — 5%. October 25. The biggest piece of cheese John Ford has produced yet, and it’s a shame for John to put his name to a picture like this. After playing a few productions with his name on them we thought it must be a good picture but, oh, how we got fooled after we had to play it. It’s the bunk. Pay for it and don’t play it. Take my word for this report and suit yourself. Six reels. — Rudolph Duba, Royal theatre, Kimball, S. D. — General patronage. FIG LEAVES: Special cast — Very good with a fashion show in color. Seven reels. — Julius W. Schmidt, Grand theatre, Breese, 111. — General patronage. THE RETURN OF PETER GRIMM: Special