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

18 EXHIBITORS HERALD and MOVING PICTURE WORLD December 15, 1928 EXHIBITORS HERALD asi MOVING PICTURE WORLD Martin J. Quigley, Publisher*^ Editor Incorporating Exhibitors Herai-d, founded in 1915; Moving Pictore WoKi-D, founded in 1907; Motography, founded in 1909; and The Film Index, founded in 1909 Published Every Wednesday by QUIGLEY PUBUSHING COMPANY Publication Office: 407 So. Dearborn St., CHICAGO, U. S. A. Martin J. Quigley, President Ebwix S. Clifford, Secretary George Clifford, Astt. Treasurer Member Audit Bureau of Circulations Copyright, 1928, by Quigley PubliehinK Company All editorial and business correspondence should be addressed to the Chicago office Other publications: The Cricagoax and Polo, class journals; and the following motion picture trade publication published as a supplement to Exhibitors Herald and Moving Pictdre World: Better Theatres, which is published every fourth week. Whole Vol. 93, No. 11 (Vol. 36, No. 1) December 15, 1928 Sound Installations THE exclusive article on the installation of sound equipment, published in last week's issue of the HeraldWorld, gives the most accurate picture yet available to the trade at large as to the present status of this vital question. The article refers to equipments installed by the Western Electric Company. That the Western Electric Company is making good its promises to the trade is revealed in the fact that up to Novemiher 17 of this year 849 theatres have been equipped to present talking pictures. A striking fact in connection with the progress that has been made in equipping the theatres is to be seen in the statement that out of the theatres thus far supplied 190 have seating capacities of less than 1,000. This means that talking pictures are now available in representative types of theatres, large and small. It may be further noted that the installations have covered the country generally, going into small towns as well as the great cities. Nearly thirteen million dollars have thus far been spent by the theatres in obtaining equipment from Western Electric alone, which fact makes very plain the proportions of the expense bill to the industiy which is being incurred by the sound picture development. The rate of speed which has been attained in supplying Western Electric equipments is graphically illustrated in the following figures: The total seating capacities of the theatres equipped up to November 1 is 1,242,899. In the first seventeen days of November theatres with seating capacities totaling 128,336 were equipped. This obviously means that the efforts of the Western Electric Company have become highly geared and that equipments will be available to all theatres requiring them at a much earlier date than was expected a few months ago. The fact that 95 theatres were equipped in the first seventeen days of November gives the trade a definite basis to figure upon as to equipment from Western Electric. This may be said, roughly, to be on the basis of about 160 per month, or 1,820 a year. This may be considered a minimum basis, as the company doubtlessly will be able continually to accelerate its operations. It would be most difficult to approximate, even roughly, what percentage of the sustaining market of the industry has been thus far equipped according to the above figures. But with a total of 849 theatres, including practically all of the greatest theatres — and greatest revenue producers — it is easy to see that sound picture producers are certainly not working for a phantom market. Their manifold worries in the studio in connection with sound productions need no longer be complicated with apprehensiveness about the possible productiveness of the market they are working for. * * * Schnitzer, President rHE elevation of Mr. Joseph 1. Schnitzer to the presidency of F B O Productions, Inc., is a merited promotion for Mr. Schnitzer and a sound move for the company. The prospects of any distribution proposition in the industry would be enhanced by the addition of the talents and energies of the new F B O president. Mr. Schnitzer represents a type of experienced and proven executive upon which the industry most critically depends at this time. The widening and broadening of the industry requires the addition of other executives of other experience and other capabilities. But, after all, it is still the picture business. Qualified film men fulfill a requirement that can be met in no other way. * * * Dr. Reichenbach ONE of Harry Reichenbach's multitudinous publicity stunts apparently went shghtly askew last week and certain official persons who were not exactly privy to just what was intended became somewhat excited. As a sequel to this, various long-faced observers in the trade have mournfully recounted the incident, speaking of its various dangers and consequences. We profess little knowledge as to just what Reichenbach's latest effort consisted of. As a matter of fact, his publicity efforts are so varied and numerous that unless a person knocks off from his accustomed occupations and devotes his whole time to following the Reichenbach trail he is not likely at any specified moment to be even casually familiar with the latest notion hatched under the silver dome. But this we do know: Reichenbach is an expert in stunt publicity and it is only the amateur who recklessly pursues publicity without careful thought and attention to consequences. If this latest Reichenbach stimt did indeed go wrong — and as to this we do not know! and, anyhow, do not seem inclined to get excited about it — we should be inclined to regard it more as an accident than as an error, because this same Mr. Reichenbach has not become the leading stunt publicity person of his day without, normally, knowing both when and how to look for unfavorable consequences. * ■» if Cohen's Recommendation IN last week's issue of the Herald-World Mr. Sydney S. Cohen emerged from a long absence from the forum of the industry and struck an attention-arresting position with a sound, constructive and forceful article having to do with a recommendation to the industry on ways and means of improving its present position. Mr. Cohen has had a long and intimate contact with the important affairs of the industry and is eminently qualified to make an expert recommendation. Failure on the part of those in a position to do so to consider carefully Mr. Cohen's recommendation will be an indication of that type of self-sufficiency which usually leads to dangerous consequences. Mr. Cohen stresses publicity as the natural and indispensable aid of the motion picture business and urges a six-months campaign so that the industry may re-establish itself as a well-publicized business. He refers to the aid which publicity has been to the radio and automotive industries during the last year and asks the picture business to go and do likewise. —MARTIN J. QUIGLEY.