Exhibitors Herald and Moving Picture World (Oct-Dec 1928)

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October 20, 1928 EXHIBITORS HERALD and MOVING PICTURE WORLD 45 THE SHORT FEATURE Incorporated in this department of Exhibitors Herald is the Moving Picture World department, "Little Pictures with the Big Punch," which has presented news, reviews and exploitation on short features and serials. Releases WEEK OF OCTOBER 14 EDUCATIONAL — "Come to Papa," Big Boy— Juvenile, two; "Glorious Adventures," HodgePodge, one. ,. , PARAMOUNT— "Picture My Astonishment," Confessions of a Chorus Girl series, two. UNIVERSAI "The Fiery Fireman," Oswald, Snappy, one; "Tarzan the Mighty," No. 10. Adventure, two; Collegians No. 4, Junior Jewel, two; "Buster Trims Up." two; "The Fighting Forester," Cobb, Western, two. WEEK OF OCTOBER 21 EDUCATIONAL— "Stage Frights," George Davis, Mermaid, two; "All in Fun," Jerry Mandy, Cameo, one. _ UNIVERSAL — "Wax Figures," Snappy, one; "Tarzan the Mighty" No. 11, two; "Shooting the Bull," Mike and Ike, Stern Bros., two; Untitled Western with Bob Chandler, two. WEEK OF OCTOBER 28 EDUCATIONAL — "Fisticuffs," Lupino Lane, two; "Making Whoopee," Bradley-Goodwin, Tuxedo comedy, two. UNIVERSAL— "Bull-Oney," Oswald, one; "Tarzan the Mighty," No. 12, Adventure, two; Collegians No. 5, Junior Jewel, two; "Newlyweds' Court Trouble," Junior Jewel, two; "Red Warning," Jack Hoxie, Western, two. WEEK OF NOVEMBER 4 EDUCATIONAL— "Hay Wire," Stone-Dale, Cameo, one; "The Quiet Worker," Drew, Ideal, two. F B O — "Watch Your Pep," Racing Blood series, Vaughn-Cooke, Standard, two; "OKMNX," Barney Google, Standard, two; Curiosities No. 2, one. UNIVERSAL — "Fun in the Clouds," Lake, Horace in Hollywood series, Snappy, one; "Tarzan the Mighty" No. 13, Adventure, two; "Cross Country Bunion Race," Let George Do It. Stern Bros., two; "The Secret Outlaw," Western, Bob Curwood, two. WEEK OF NOVEMBER 11 EDUCATIONAL— "Hold That Monkey." Monty Collins, Mermaid Comedy, two; Untitled, Our World Today, one. F B O— "What a Wife," Toots and Casper, Standard, two; "Mild but She Satisfies," Racing Blood, Vaughn-Cooke, Standard, two. UNIVERSAL— "Rocks and Socks," Oswald, Snappy, one; "Tarzan the Mighty" No. 14, Adventure, two; Collegians No. 6, Junior Jewel, two; "Teacher's Pest," Buster Brown, Stern Bros., two; "The Boundary Battle," Edmund Cobb, Western. Newspictures IVs Time to Book Short Films For Holiday Seasons Are Coming Xow is the time for all good exhibitors and true to get set on their short feature bookings for the holiday periods, and by that is meant the Thanksgiving holiday as well as Christmas. Exploitation Ready Made Exploitation plans for such short product also should be well in hand. Indeed, the proposition of exploitation of the picture is tied up for the most part with the matter of the original booking, for seasonal pictures probably even more so than for the year in and year out billing. Folks like to see on the screen the things gagement and with the agility of an antelope PATHE NEWS NO. 84—350.000 people present at Eucharist Congress in Australia — United States defeats Argentine polo team in final game 13 to 7 — Over 50,000 hear Hoover talk at Bristol. PATHE NEWS NO. 85— Legionnaires parade on tenth anniversary at San Antonio, Texas — Babe Ruth autographs ball for Governor Al Smith — 20,000-ton, ocean liner christened by Duchess of York. FOX NEWS NO. 5—50,000 hear Hoover outline position on tariff and prohibition — Throngs at Eucharistic congress in Australia — German naval cadets begin Fall training. M G M NEWS NO. 17— United States keeps world's polo crown, beating Argentina, 13 to 7 — Hoover gets warm reception in South — 750,000 view Eucharist Congress in Australia. INTERNATIONAL NEWSREEL NO. 80— Big German Zeppelin gets ready for flight to United States — Guns thunder as army tests newest weapons — "Prince of Wales" wins at famous track opening at Laurel, Md. PARAMOUNT NEWS NO. 23— Trans-Atlantic airship starts for trip across ocean — New York wins world series title, defeating St. Louis 7-3 — Latest type parachute gets test at California. in which they are interested, the things they are doing. Of course that does not mean that they are not interested in the other things, otherwise the field of the motion picture would be limited indeed. Appeal to Students Almost any town, regardless of its size, has its quota of students returning from school for Thanksgiving and for the Christmas vacation. Will they want to see pictures on subjects akin to the campus? Showmen agree that they will. Just as romance is a huge part of the foundation on which the success of the motion picture rests, so also is the element of romance a large factor in school life. Meeting on this common plane, the campus picture and the actual campus life have much in common for the returning student. Hence, what better for the student than a campus picture, to entertain him? They're in Hurry, Too True, this applies to the long production as well as the short feature. But there is a special reason for emphasizing the value of the short production. For the most part, the life of the student during those few short days at home during Thanksgiving is a round of activity that keeps him jumping from en Your BOX OFFICE RECORD will be delivered to you in the issue of NOVEMBER 3 as a department of Exhibitors Herald and Moving Picture World required. Would not the fact that he can see a short picture of the life he's interested in then have a special appeal to him? Showmen have found that to be the fact. Nor does the appeal stop there. Just as the student is attracted to the picturization of the life he knows, so too with his friends, and even with the other townsfolk. They All Get Collegiate How many in a university town have not seen the "town fellas," as they're termed, fall in line with as many imitations of college activities as they can muster? There may be a good-natured (or perhaps not even good-natured) rivalry between students and the folks down town, but secretly the outsider gets a thrill from the activities of the school to the extent that he can wedge his way into them. The appeal of a school picture takes in all groups. And the exploitation? Why not dress up the lobby and the theatre in campus style? Pennants and blankets and the like surely can be obtained from students for a few tickets, if you do not have time to get them from the accessories departments of the companies. Why not rig up a few minutes of the big football game on the stage? Borrow photos of the team and display them prominently in the lobby. Interest some of the singing groups of the school in taking part in the program. If they are not available, other students will do, with some of the "barber-shop agony" that seems to be as much a part of any school as its fixtures. Home Appeal for Holidays For the holiday season, the appeal is similar, but there also is the added subject of the home to use. After all, Christmas is synonymous with home to many, students as well as everyone else. People think of home at Christmas time no matter if they forget it the rest of the year. What better than the scenic picture for that purpose, in the short feature group? And Christmas, as well as Thanksgiving, is a time of jollity, of happiness. There the field is wide open for the comedy, with its innumerable opportunities for exploitation. Those seasons fairly beg for special efforts on the part of exhibitors. And now is the time to get set.