Exhibitors Herald World (Oct-Dec 1929)

December 21, 1929 EXHIBITORS HERALD-WORLD 57 of the original term, is dependent upon the intention of the parties, to be gathered from the language of the lease, the purposes to be accomplished by its execution, and the surrounding circumstances at the time of its making. Considering the language in the lease now hefore us. . . . We are led to the conclusion that it was the intention of the parties to execute a lease for the period of twenty-four years, which period might he lessened at the pleasure of the lessee (theatre owner) to a six or 14-year period, by his giving the specified notice to the lessor of his intention to restrict its operation to one or the other of those periods." Fitting the Organ Solo Into the Program {Continued from page 13) completely change the whole atmosphere of the theatre at intervals, preventing monotony. Naturally the picture itself is more effective, more enjoyable. Monotony kills the power to understand, to enjoy. It has become extremely difficult for deluxe theatres to preserve this necessary distinction. The feature picture has ursurped the program. I do not know whether this is directly a result of sound. It seems to me that it was becoming pretty hard for directors to cut their "brain-childs" before the coming of sound. I do not know that the condition is truer now than it ever was, and that a solution for it must be found if deluxe theatre programs are going to be complete, well rounded out, thoroughly entertaining, consistently attractive enough to draw at the higher prices that must be charged. There is a limit to the length of a show, not only from the point of view of the manager, but from that of the public. How often has the alert manager, standing in the foyer, heard patrons say when passing out, "Pretty good show, but too long. I got all tired out just sitting there." Naturally, the patron is less likely to be wearied by a diversified program, but just the monotony of remaining in one general position sets a limit on the length of a performance. How much time, then, is left to the diversifying elements when the feature picture alone runs from 90 to 120 minutes? Unquestionably few pictures should run over 70 minutes. The routine requirements of the deluxe theatre dictate that for the reasons I have submitted. But besides these requirements of the theatre, the requirements of art — the story teller's art — would be well, served by a shortening of the picture to 70 minutes. It seems to me that there has been little making of pictures (except for a Sales and Service Offices in Chief Cities of U. S. and Can. Factories at Buffalo, N. Y. ana Toronto, Can. Win New Patrons Faster AFTER reputation for good shows has . been established, where can a theatre, ambitious to grow, find its needed new patrons easier and nearer than in the daily and nightly throng of passersby ! People in increasing numbers will patronize you if you will plainly show the way ... if you will feature your location, name and current attraction with the electrically brilliant words of a Flexlume sign. Specialists, trained by us to help you select an unusually distinctive electric sign, are located in our sales and service offices in the leading cities throughout America. A call by them will neither embarrass nor obligate you — look in 'phone book for "Flexlume" or write us for information. Flexlume Corporation, 2076 Military Road, Buffalo, N. Y. Made in the Largest Plant in the World Exclusively Devoted to Electric Signs FLEXLUME ELECTRIC DISPLAYS NEON TUBE . . . OPLEX GLASS LETTER . . . EXPOSED LAMP . COMBINATIONS OF SAME Ask the Projectionist Who Uses Them! STRONG Automatic Reflector ARC LAMPS \\\ For Sale by Trustworthy Independent Supply Dealers Everywhere Export Office 44 Whitehall St., New York, N. Y. fi»e Strong Electric*? 2501 Lagrange St. Toledo, O.