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

52 EXHIBITORS HERALD and MOVING PICTURE WORLD December 15, 1928 A New Year Resolution On Your Mind? [For House Organ or Trailer] THE New Year Resolution is a great institution, even if it is tackled for a loss on the next play. It's a great institution because it represents thought, and positive thought. That's what the phrase means. If someone decided on December 31 that he would start the next day on a program of tearing down every good deed he had done in the past year you wouldn't even dignify the decision by calling it a Resolution. But there is many a resolution that really is kept. You'd be s'prised! The Management of the theatre has made a New Year Resolution, too, and it will interest you. We have resolved that throughout 1929 we shall give you the best possible entertainment with the greatest possible theatre comfort to you. Truly enough, that was our aim always in the departing year, and we feel that you agree that we succeeded in our ambiton to a large degree. At the same time we admit that "we may have been unable to obtain one or two of the best motion pictures produced. There are reasons. Forgive us for mentioning cold facts but it's fair to remind you that, after all, this theatre is as much a business institution as your jeweler's or your grocer's. If the wholesale price of a picture is so high because of its production cost that we could not buy it without a great loss certain, you wouldn't consider it good business on our part to get it, would you? And yet there has been more than one instance in the past year of the booking of a picture for the theatre when the management was willing to pocket a loss because it felt that you should sec the production. With our Resolution to give you only the best, will you permit us to offer a Resolution for you? Will you pledge yourselves to give us the same splendid cooperation as you did in 1928 with your patronage, and will you bring your friends? Thank you! THE MANAGEMENT 3 *u* i^ux*^ $uiu C£a~o, fat Wt~iu^u» u^t^>+ ****** This letter, on line style of those to Santa from tin children of the community, which in a \tnndnrd small newspaper idea for th I Holidays, if proposed for theatre, use by the f'uhlix manual. A Page of Christmas Suggestions for House Organs Merry Christmas! [For House Organ or Trailer] WE feel sorry for the Scrooges at Chrismastide. There aren't so many of them, and we're thankful for that, but we really feel sorry for such as there are at this Season. There's too much happiness all around them. They haven't a chance ! The man who lets his worries and troubles bend him down until he puts his gloves on his feet is getting nowhere— and wasting a lot of time and effort getting there. He has no place in the Christmas scheme of things. Tiny Tim! There's the spirit of Yule. If Tiny Tim were living today instead of in the middle Nineteenth Century of Dickens, he'd be singing "Pack Up Your Troubles," '"There's a Rainbow 'Round My Shoulder," "Rose Colored Glasses," and all the many Glad Songs that you hear in your . . . theatre. Yes, Scrooge finally saw the light, but what a mess of imaginary trouble he brewed himself before that day. Tiny Tim had more real troubles all the time than Scrooge could shake a tree at, but Tiny Tim never let the light of Happiness get out of range. The best thing of all is that Christmas makes Tiny Tims out of the Scrooges. If anything could make us happier than we are it would be just that. Merry Christmas! THE MANAGEMENT. Christinas Shopping [For House Organ or Trailer] CHRISTMAS shopping is a pleasure, but it is work, too. And to come right down to facts, don't you suppose that the very fact that it is work accounts in part for the pleasure that you derive? After all, it's the things you have to work for that you most appreciate. Isn't that true? The management of your theatre has been shopping, too. We have been shopping for motion pictures to obtain the best pictures on the market for your entertainment. It is a pleasure to shop for you. Service always is pleasure. Your gratification and measure of success in your Christmas shopping rests in the happiness you give to others. Our mead of success in picture* shopping is your continued patronage and enjoyment of joy -bringing entertainment Our Christinas shopping is work, too. Behind the story which unfolds cm the screen is another story of long study of your wishes, careful selection from the vast array of available productions. And to us, as to you, this work brings its own reward. Shop and the world ihopi with you. That is only another definition of Life. / HE to I n IGE WENT. Christmas The Children's Season [For House Organ or Trailer] CHRISTMAS belongs to the children. It is the children's season. And the strangest part of that is that age is not the criterion. Be your age? No, no! The Yuletide is the best proof that "Be Your Age" is the coldest and most false philosophy ever concocted. The fact is that everyone is young during the Happiness Season. It isn't necessary to call upon the poet's prayer to "make me a child again just for tonight." Christmas does that automatically, and for the entire season. What a different %vorld it would be if that only would hold true for the entire year ! There are many ways to make a child happy. There are many forms of gifts. There are the practical gifts of clothing and furnishings: there are the fun-bringing gifts of toys. Necessary, too. But have you thought that wholesome entertainment is also necessary? Just as the world has come to realize that many of the socalled luxuries of yesteryear are now necessities — witness the automobile — so is it true that good, clean entertainment is a necessity for keeping the individual from growing inward. Well-arranged entertainment is a necessity for children. Isn't it logical that your child is better off when seated in the comfort of a well-ventilated theatre, where you know his whereabouts, than if he or she is out on the street and out of sight? Don't misunderstand us. Every child needs his outdoor recreation with wellchosen companions. But isn't there a thought in the security of theatre attendance with good entertainment? . The management of the theatre has arranged to show a number of pictures that have a special appeal to children. And be assured that we shall cooperate with you parents at all times. THE MANAGEMENT s\\^% 15 sf ace -NOW SPECIAL Christmas Day Program Christmas cut and the printed program give the Yuletide effect to this house organ cover or newspaper ad, suggested in the Publix manual.