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

December 15, 1928 EXHIBITORS HERALD and MOVING PICTURE WORLD 51 THE THEATRE Incorporated in this department of practical showmanship of Exhibitors Herald are the Moving Picture World departments, "Selling the picture to the Public" and "Better Business Builders." Do Right by Our Nell! Send Copy of Each House Organ Issue to All! ADDISON registers a complaint. While we regret that the complaint is justifiable we nevertheless welcome it and it could not have come at a better time. Addison writes that not all the members of the House Organ Exchange are sending him copies of their publications regularly. Addison's letter of grievance to the house committee is particularly pertinent in view of the article in last week's issue in which we made a special plea to all members to help H. Shulgold get set for the launching of a new house organ in connection with the opening of a theatre at McKees Rocks, Pa. We'll lift only three short sentences from that article : "Service to other is of course the backbone of the Exchange. . . . Help and be helped. Simple — and it clicks!" * * * Now then, what happens in such a case as that referred to by Addison, with only ten house organs received despite the membership of 38 he mentioned. (It's 40 now, by the way.) Is it fair to expect Addison to send copies of his publication to 38 when he receives only ten? Of course it is not. There are two sides of the question, and together they represent the entire purpose of the Exchange. If either side falls off, if either objective is ignored, the other suffers at once. That's logical. The Exchange is worthwhile. Even in voicing his protest Addison writes: "The house organ exchange is a valuable asset to the press department of GOOD START! "Enclosed find copy of the house organ used at the New Capitol theatre, Alexandria, Va. This is one of the first editions and it may seem a little in the rough at present, but hope to improve as we go along. "I am sending a copy to those members of the Exchange who were kind enough to send me copies of their weekly issues. "Thanking you for your cooperation, and hoping the boys will really exchange courtesies in this very important publicity department for any theatre." F. T. SHAYNE, Theatres Corp. of America, Washington, D. C. WELCOME! Exhibitors Herald and Moving Picture World, 407 S. Dearborn St., Chicago, III. "The Theatre": Please enroll me as a member of The House Organ Exchange. I will exchange house organs with other members. Name Theatre Address any theatre, and your publication deserves credit for the organization of such a medium." You know the Exchange is valuable, and through your letters and contributions to this department we know that you know it. But like all other worthwhile things, there is a duty and a bit of effort involved, if one can call it an effort simply to drop a copy of your house organ into the mail. * * * But let's get on to the letter from Addison (for the benefit of the newest members of the exchange we'll introduce him as H. M. Addison, managing director, Great Lakes theatre, Buffalo, N. Y.). He writes: "On page 57, your issue of December 1, 1928, you give list of 38 who have agreed to exchange house organs. The Great Lakes at Buffalo was one of the first to enter this exchange column. In addition to exchanging with those mentioned in your column we have 127 others. * * * "It is a pleasure for us to exchange but we do not think some of the others are playing fair. Out of the 38 agreeing to exchange there are but ten who are keeping faith. A complete check of house organs received reveals the following: "Saginaw, Mich. ; Rochester, N. Y. ; Burlington, Vt. ; Marion, Ohio ; Torrington, Conn. ; Hollywood, Cal. ; Santa Ana, Cal. ; Add these to your House Organ Exchange list: Orpheum News, Orpheum Theatre, Sharon, Pa. New Capitol Newsette, New Capitol Theatre, Alexandria, Va. Yorkshire, England; Indiana, Pa.; Auburn, Maine; Los Angeles, Cal. "Either the boys are too tired, or they are neglecting to send out their organs, but the Great Lakes is willing to exchange with anyone if there is a fair exchange. When the time comes that we do not care to exchange we shall ask for the elimination of our name from your column. Other managers should do the same or come across. "The house organ exchange is a valuable asset to the press department of any theatre, and your publication deserves credit for the organization of such a medium. I think a few lines from the editor of this department are in order." * * * Of course there may be a number of reasons for the failure of some exchanges to reach members. For example, the sending out of the copies may be left to someone else in the theatre. We believe that this matter is important enough to merit the personal supervision of the members. Again, there are innumerable other possibilities of occasional slipups. Nevertheless our duty is clear. And let us suggest also that you remember the headquarters office when you mail the copies. We want them, too, and regularly. We receive many calls for them. * * * Let's rig up a nice, clean, properly embossed resolution (in our mind) to remember each member of the Exchange with a copy of each issue. Right? Fair enough. A special display of house organs will appear in this department in next week's Herald-World. This will demonstrate again the value of interchange of house organs. thank: YOU! "Would like to express my personal appreciation for the very nice writeup you gave the Newsette in your last issue (November 17). Your suggestions are very good and we appreciate them. "Enclosing our latest issue for your files and exchange requests. In this issue we are again using the small cut on the front page, but at the. bottom enclosed a box. You will probably note tliat it is our intention to make the front page entirely different every week. "Again thanking you for your generosity and your comments." E. D. Yarbrough Slwboygan Theatre Sheboygan, Wis.