Exhibitors Herald and Moving Picture World (Jan-Mar 1928)

24 EXHIBITORS HERALD and MOVING PICTURE WORLD February 11, 1928 Exhibitor Thinks before He Buys Nowadays, Declares Manager Old Idea of Being Interested Only in Keeping Playdates Filled Is Over Now, Says Texan [By Special Correspondent of Exhibitors Herald and Moving Picture World] SAN ANTONIO, Feb. 7. — "Of prime importance to the motion picture producer of today is the standard of excellence which he maintains as an average for the firm output," declared H. E. Pickett, branch manager of the San Antonio Paramount exchange, in commenting on the increased discrimination being exercised by exhibitors in their buying of pictures. "It used to be, five years ago, that a film salesman could go into the small town and land at one shot an outlet for fifty or sixty mediocre pictures, because in those days an exhibitor was interested only in keeping his playdates filled and had notj become the craftsman and judge of product that he is today." i i \T EARS of experience have taught him, I believe, the value of booking good films with an appeal. In the case of the independent exhibitor today, much thought is put into his bookings. As the beginning of the year he decides his policy, the number of playdates and the class of product he thinks will be the most beneficial to him, and watches carefully the announcements of new films to fill open dates. He weeds out the undesirable pictures or stars — he usualy knows in his case what the patron wants and will pay for — and selects with care the bookings for open dates." Emphasizes Trade Advertising Pickett, who has been with Paramount five years as salesman and branch manager, knows from actual experience that the hit and miss methods of the old type of film salesman do not go today, and says that he is sure experience with red ink has proved to be one of the biggest factors in making the showman of today the good judge of film that he is supposed to be. Pickett is also a firm believer in steady and firm advertising in the trade journals. "The exhibitor now follows more carefully advertising in trade journals than ever before has been the case," he says. "The biggest pictures of the past three years have been put over by careful and systematized national advertising campaigns to exhibitors and patrons, and seldom is there a case where a nationally boosted product fails to bring in the crowds to the box-office. "The Film Board of Trade today also plays a great part in picture selection and discrimination," says Pickett. "The exhibitor cannot now book a list of 25 or 30 pictures with the idea of playing only six six or eight of the best and throwing out the remainder. The board has practically done away with this practice and has brought selling from a haphazard profession to its high position, in the country today. The exhibitor now knows that he cannot possibly run his business in such a manner — he has graduated from such slow time stuff." "The star, as a general rule, does not play the important part that he did a few years ago," according to Pickett, "because the public has come to believe that the story is the thing, and that if the story is good the acting rarely ever fails to be so." Pickett adds that a real star today means a lot to the box-office, but says that with a few poor stories the star's value will be killed, as has been witnessed in several cases the past few years. Pickett mirrors the thought of practically any exchange man in the South. He knows that the exhibitor's opinion of a picture goes a long way toward determining the success of future films of the producers. Lindy's Visit Aids F BO Air Thriller in Mexico NEW YORK, Feb. 7— Luis Lezama, who recently organized FBO Pictures of Mexico, capitalized on the recent gala visit of Colonel Charles A. Lindbergh by releasing with success the FBO picture, "The Noii-Stop Flight." When it became evident that Lindbergh's flight to Mexico City would be an outstanding event in Mexican history, Lezama made immediate arrangements to put over the FBO aviation thriller. The picture is reported to have done a record business. 66 Jazz Singer9' a Story of Youth, "King of Kings 99 Untrue, Minister Tells Jews (Special to Exhibitors Herald and Moving Picture World) ST. LOUIS, Feb. 7. — " 'The Jazz Singer' is a picture of the entire life of youth." " 'The King of Kings' contains no truth from beginning to end." These two statements by Rev. Wafford C. Timmons, pastor of the First Congregational church, sum up his comparison of the two pictures in an address before the Temple Men's Club of Shaare Emeth Temple, here last Tuesday. "I sat through the King of Kings," Rev. Timmons said, "and while it is a tremendous dramatic production, there is no truth in it from beginning to end. It is true that the picture has educational advantages, but it is untrue regarding the Jews. It is most unfair to charge against a people the fault of a particular group. "The picture is unfair so far as Christ is concerned. Christ should be the highest embodiment of virtue and manhood. In the picture He is personified as an anemic sort of person. Then, too, there is too much emphasis on miracles in the picture. The modern Christian does not think his religion depends upon miracles. "I also take exception to the characterization of God as a tyrant. He really is a Father, as Jesus pictures Him. "The Jazz Singer," he declared, "has been called the story of the life of Al Jolson, but it is the story of the entire life of youth, of my boy and your boy, my girl and your girl. This is an age of conflict between the new and the old, the modern and ancient. There is expressed in the picture a pulsating, palpitating life of a new generation seeking to express itself, while tradition is attempting to throttle it." Congratulations on the Merger Still Coming In From ELI WHITNEY COLLINS Martin J. Quigley, Editor and Publisher, Exhibitors Herald and Moving Picture World. Maybe I'm a little late with my congratulations but I'll shoot them through just the same, for the amalgamation of the two excellent trade papers into one that I am sure will maintain the high quality of both is a real event in the industry. No longer directly interested in the business, I am, nevertheless, much pleased with every forward step it makes, a man cannot devote the best part of his life to a business and then eu Whitney Collin* completely forget it. The HERALD-WORLD still reaches my desk and is about the only contact I now have with the industry except for some fine letters occasionally from some of the great fellows with whom I was associated in the M. P. T. O. A. I warmly congratulate your publication upon retaining you as editor. (By the way, I am now an editor myself, being the sole owner, publisher, editor, business manager, circulation manager and director general of a county newspaper called THE JOURNAL.) The quality of the HERALD-WORLD continues high and I am sure it always will. The elimination of one publication will benefit the industry generally and I feel that you will develop yours into one of the greatest trade papers in any industry. Congratulations again, and warmest regards. Eli Whitney Collins. * * * From LESLEY MASON Martin J. Quigley, Editor and Publisher, Exhibitors Herald and Moving Picture World. Your amalgamation of the oldest trade paper in the business with the most vigorous and enterprising, is a logical and not at all surprising step to one who has followed your career as a publisher with admiration and esteem. You have every reason to anticipate an unparalleled success with the bigger and better publication you are now guiding, and I hope the coming years will enable you to realize not only that increased material success which you deserve, but will afford you the opportunity to raise motion picture trade journalism to a level of aggressive and constructive leadership that has not been known since the early days of the industry. With heartiest good wishes and warm personal regards. Lesley Mason. Returns from Cuba NEW YORK. — Joseph Plunkett, managing director of the Mark Strand theatre, and Mrs. Plunkett, returned last Thursday after a three weeks' visit to Havana, Cuba.