Exhibitors Herald World (Oct-Dec 1929)

23 EXHIBITORS HERALD-WORLD December 14, 1929 Boosts Theatre as Only Silent House In Town — And Up Qo Receipts! Hej-man Vineberg at Albany Proclaims "Silence is Golden" on 20,000 Handbills and Attendance Jumps 15 to 20 Per Cent [By Special Correspondent to the Herald-World] ALBANY, Dec. 10. — Herman Vineberg of Albany, N. Y., owns the onlysilent motion picture theatre in a city of 150,000 inhabitants and is not only ashamed of the fact, but on the contrary he has increased his business by nearly 15 per cent by proclaiming far and wide that his house is the only theatre in all Albany devoted exclusively to silent pictures. THE success which has attended Vine able. For instance, he has booked "The berg's efforts in exploiting his silent house will be of interest to hundreds of exhibitors throughout the country. Incidentally, it might be said at the very outset that Vineberg is a most energetic young man and previously to owning his own house had served as manager of the Mark Strand theatre in Albany, one of the largest first run downtown houses in the city and also has served as manager of theatres in New York City and vicinity. Light Under Bushel? Nay, Nay Vineberg is one of the sort who doesn't believe in hiding his light under a bushel. When he decided to pass up the weekly pay check as manager of others' theatres and instead concentrate his efforts in a house of his own where an increase of receipts would have an immediate effect upon his earnings, he purchased the Arbor theatre in Albany, a subsequent-run house located in what might be termed the middle class section of Albany. He then started to advertise. Vineberg is a firm advocate of advertising in all sorts of ways. He offers good programs and isn't afraid to spend a few dollars in telling the people of the fact. During the last year or so, Vineberg has seen first one house and then another in Albany become equipped for sound pictures. He admits that he did considerable thinking and at the same time he did a lot of questioning, asking his patrons whether they preferred silent pictures at a little less box office admission, or sound pictures with the necessary boost in the admission price. Plays Capacity with Silents Today, Vineberg's theatre is playing to capacity business and has the distinction of playing silent pictures, the best obtain SPECIAL ANNOUNCEMENT! Broadway Melody" for January. It is of more than passing interest, however, to know that by a skilful piece of advertising, Vineberg recently has jumped attendance at his theatre by from 15 to 20 per cent and that it is sticking. Here's how he did it. First of all he had about 20,000 hand bills printed on green paper and these were carefully distributed in sections of Albany a mile or so distant from his theatre. Vineberg explained his methods of distribution to a representative of the Herald-World by saying that his house was well known to everyone _ within a radius of a mile and that nothing could have been gained in the way of increasing attendance by distributing the handbills in that region. Gets New Patronage So he looked further for business and has found it. People are now flocking to the theatre from sections of the city which had hardly known of the existence of the Arbor, but who appreciate, apparently, the program of silent pictures and are willing to go out of their way for such entertainment. Law Passed Prohibiting Film Shows After 10:30 (Special to the Herald-World) LEXINGTON, KY., Dec. 10.— An ordinance prohibiting stage performances or motion picture shows from beginning later than 10:30 at night, has been passed by the Board of City Commissioners. Mayor James J. O'Brien, sponsor of the ordinance, stated that managers of local theatres were expected to cooperate with the city in the observance of the measure. Anderson Heads M. P. Congress Sales; Bate Named Ad and Publicity Director (Special to the Herald-World) NEW YORK, Dec. 10. — Richard V. Anderson has been named director of distribution oi Motion Picture Congress of America, Inc., it was announced today by Arthur S. Friend, vice president and general counsel. It was also made known that Henry Clay Bate has been appointed director of advertising and publicity. Anderson has been in the industry for twenty years, starting with the old General Film Company as branch manager at Atlanta, his home town. In 1918 helped organize International Newsreel Corporation, of which he became general sales manager. Anderson said Equitable Pictures is about ready to start production, the pictures to cost not less than $100,000 each, the £rst release to come in April, member exhibitors to receive ten reels each week, with the initial schedule carrying up to September 1. President Frank J. Rembusch was to attend the Pennsylvania exhibitors convention in Pittsburgh tomorrow, while Anderson was at the Pinehurst convention yesterday and today. Richard V. Anderson Henry C!ay Bate ARBOR 67-71 No. Swan St. between First and Second Sts. jg the ONLY THEATRE IN ALBANY DEVOTED EXCLUSIVELY TO SILENT PICTURES! The film is the language of images, and images do not speak. To bear the voice of a film actor is an absurd conception. Film actors are not actual living persons. THE MOVING PICTURE WAS PLANNED FOR SILENCE SILENCE IS GOLDEN! Th« Arbor, devoted exclusively to Ibe presentation of SILLNT PICTURES, offers golden boars of silent entertainment to those seeking a change from (be clamor of eye and ear entertainment and those who prefer the restful relaia lion that only silent pictures can provide. YOU CAN ALWAYS SEE MORE THAN YOU CAN HEAR I The foremost producers are still creating silent pictures of high quality and yon can enjoy them at the ARBOR THEATRE! The ARBOR ha* siways utrivea to r«sd*r the b*»t prof rim* for tb* &saU«jt admimon Hot ) j»i occasionally, but every day, lha ARBOR briata lo you the choice of bi£ picturesffe pledfe oti sincere effort lo more th.es plea** you ia tkc yaara to const. Doors open daily at 6:30 p.m. Performance starts 6:43 p.m. Saturdays and Holidays continuous from 1:15-11 p.m. PROGRAM CHANGED DAILY Doubts Features every Tuesday and Thursday. VODVIL NITE Every Wednesday 4 BIG ACTS at 8:15 p. m. FREE CANDY TO EVERY CHILD ATTENDING OUR SAT. MATINEES! ADULTS 15c PHONE DIAL 4-3724 CHILDREN 10c BRING THE WHOLE FAMILY!— AND YOUR FRIENDS TOO! H. S. VINEBERG. Mgr. This is one of the ways in which H. S. Vineberg, manager of the Arbor theatre, has increased his business almost 15 per cent by telling Albany that his is the only silent theatre in the city. Celebrates Anniversary Of EducationaVs Entry To Sound Field This Week 42 Talking Comedies Have Been Released, 36 New Ones Are Coming (Special to the Herald-World) NEW YORK, Dec. 10.— Educational Film Exchanges, Inc., celebrates this week the first anniversary of its entry into the field of sound. One year ago "The Lion's Roar," the first comedy with dialog and sound to be released by Educational, and the first talking comedy to be made by Mack Sennett, was starting its first run. Since that time, 42 two-reel all-talking comedies have been released, and 36 more are on the way. With the release of "Uppercut O'Brien" December 15, seventeen of the thirty pictures Mack Sennett is to make for Educational will have been made available to exhibitors. Two of the talking series have already been completed ; namely, the Coronet Talking Comedies featuring Edward Everett Horton, and the Educational-Lupino Lane Comedies. Date Growing Shown in Motion Pictures Date growing and harvesting in Mesopotamia is shown in the new film of the Department of Agriculture entitled "Date Culture in Iraq," by Roy W. Nixon.