Exhibitors Herald and Moving Picture World (Apr-Jun 1930)

64 EXH I BITORS H ERALD-VVORLC June 14, 1930 A. G. Miller is the name, and the theatre is the Lyric at Atkinson, Neb. Exhibitors with small theatres can learn much from the experiences of this owner in these days of keen and stern competition. roomy seats in the auditorium. Miller and the lobby of the Lyric. Make Theatre a News Source; That’s Just What Miller Does When a theatre owner or manager “crashes” the front page of a newspaper, however large or small it may he, you have indisputable evidence of this fact at least: that manager has won the goodwill of his community. Winning that goodwill is a tribute to the method of operation of the theatre, and the picures in the adjoining columns provide ample testimony to that, in the case of A. G. Miller of the Lyric theatre at Atkinson, Neb. “How about this for front page stuff at no charge?” writes Miller to “The Theatre” across the face of the first page of an issue of the Atkinson Graphic. Two sizeable stories on the front page in that one issue. Something of a record. But we’re not for a moment considering this a case of something for nothing. Those “Gimme” Managers! We really haven’t a great deal-of s.ym . pathy with the manager who expects — and demands — that the newspaper editor hand him the entire paper, even with the exhibitor making no effort to cooperate with that editor. The “gimme” type of theatre man has alienated the friendship of more than one newspaper editor, so that legitimate news of the theatre never does have a chance in the town’s paper, and right so, in our estimation. There is the theatre publicist who dumps a load of drivel into the lap of the newspaper editor and then curses to the high heavens when he fails to see any of it in the afternoon edition. ‘ To him that hath shall be given,” and to the theatre man who has the energy to turn out readable copy, space usually is given by the average editor. Community Work? Huh! Funny, isn’t it, that the man whose one big job is to pick out pictures that will attract the largest number of patrons will hand wads of meaningless and socalled publicity to the newspaper man without the slightest effort at selection, and expect it to be printed. To the newspaper man — and no one is more jealous of his independence of thought and action than a newspaper man — that is a bald insult. And it’s no coincidence that in many cases that kind of theatre man takes no part in community events. That’s easily explained. If he has no consideration for the newspaper’s policies or standards, he is likely to have no consideration for the community welfare, at least as far as he is concerned in actively assisting in it. We’re getting far away from A. G. Miller and his Lyric theatre at Atkinson, Neb. But are we? The fact that Miller had two stories on the front page of one issue, of the local newspaper shows that Miller \vorks with the newspaper and with the community. In other words, he has established the news value of his theatre and its activities to his town. He has made his theatre a news source. Makes His Theatre News One of the stories was merely the program for the week. The other concerned the leasing of the theatre for an afternoon by M G M for a preview with exhibitors of surrounding towns as guests. But Miller has made his theatre, small as it is in these days of super-deluxe screen temples, a definite part of community life, and that’s why Miller and his Lyric are news. Ancient Armor Graces Foyer of This Theatre A historic suit of ancient armor, formerly the property of Sir John A. MacDonald, famous Canadian statesman, now graces the foyer of the picturesque Avalon theatre, Ottawa, having been purchased by P. J. Nolan, proprietor of the theatre, when the furnishings of Earnscliffe. the palatial MacDonald residence in Ottawa, were put up for sale. Baby Week Is Sendoff for Stanley Chain Family Month Family Month is being celebrated in the Stanley-Warner theatres, starting this week. Special attractions to interest all members of the family are being presented, the idea being to establish the family as a group in theatre attendance. Just prior to his departure for Europe Mayor Mackey issued the following proclamation: “WHEREAS, The family is the allimportant unit of society, the welfare of which is the purpose and business of government, and WHEREAS, Any movement or influence that tends to cement closer the ties of home life and promote the health, happiness and prosperity of the community, is the greatest factor in good government and worthy of enthusiastic support, and WHEREAS, Perfect family life, with its wholesome associations, is an ideal that should be carried beyond the home and into the hours of recreation, and its unity should be ^THEREFORE, Be It Resolved that I, Harry A. Mackey, Mayor of Philadelphia, hereby proclaim that the four weeks, starting Monday, June 9, 1930, be observed as FAMILY MONTH, for the avowed purpose of fostering this ideal of family unity. The proclamation is being thrown on the screens of all theatres participating, and 200,000 tabloid newspapers are being distributed around Philadelphia. Each week there will be special attractions that patrons of all ages will enjoy. This week is Baby Week, with contests contest in the Mastbaum theatre from June 16 to 23. There will be prizes for the prettiest babies and the most perfect twins. The week of June 16 to 23 will be known as Parents Week, and during this week children will be encouraged to bring Mother and Dad to theatres. The week of June 23 to 30 will be Family Reunion Week, with family parties at theatres in order. A special feature of Family Month will be a series of genuine weddings which will take place on the stage of the Mastbaum theatre the week beginning June 23. They will be performed with all the solemnity and impressiveness of a church wedding with leading ministers and judges officiating. The stage decorations will represent a church altar, there will be appropriate music, and the girls of the ensembles will act as bridesmaids. There will be gifts, including automobiles, diamond rings and wrist watches, for all couples participating. Trick Tops Are Given to Children by Stanley Chain Preparatory to the holding of contests in manipulation of the “Duncan Yo-Yo,” a number of Stanley theatres h-ave arranged to give away the toy to