Exhibitors' Times (May-Sep 1913)

EXHIBITORS' TIMES 17 ON THE ROAD (Continued from page li) is a hole through which the rays of the light fall against the door and show the knob or latches to throw the exit door open. (See illustration.) This new house called the "Third Street Theatre" is under the management of Mr. C. D. Buss, a young man with much experience and a strong believer in '"Appearance and Manners." Mr. Buss is opposed to a vulgar display of posters and he believes that when the patrons know the house and pictures shown therein, they do not stop to look at the advertising sheets. Mr. Buss said: "If you make a too great display of posters, you may show one scene not exactly to the fancy of one patron and drive him away." I am pleased to call the attention of the reader to this new theatre as with the new Somerville theatre, the Lyric of Reading, the Hippodrome of Lancaster. and others, we are surely on a march of progress and in the near future we will have in every town well-conducted motion picture theatres for the better classes. It will not be a mad competition on how nianj ugly and sensational posters to disfigure the sidewalk, nor on the extra long programs of 7 to 10 reels of old commercial films, nor a question of souvenirs, of contests, etc., but it will be a competition on the best manner to show the pictures, on the most courteous, clean and polite service. An Exhibitor of Easton made the following remark: "I would like to show Mutual films, but it is out of the question because the Mutual Corporation allows the "Pastime" to show from seven to nine reels per day. more than their regular output. Would it not pay the Mutual Corporation better to divide the program between two houses instead of allowing such long shows. When a theatre shows so many reels, the manager cannot take a first-run service, and if the Mutual was to divide the program, they could have two houses showing first runs instead of one theatre showing commercial films." I can say this regarding all the manufacturers, if they were to refuse service to the Exhibitors wishing to run too long programs, they would have more first runs out and less junk shown. It is no satisfaction to build a good theatre in a small town, then have to show some old films with missing titles, full of scratches and often so badly cut as to make the story incomprehensible. Allentown, Pa. A cheap peanut town. The theatres are no better than the hotels and the hotels are as bad as the theatres, yet both know how to charge. Regular traveling men hate to have to stop in Allentown. and lovers of motion pictures must hate the theatres because for the size of the town, Allentown has very few motion picture houses. The only three theatres of Allentown, of any importance, are the Hippodrome, the Xickelet and the Pergola — they are somewhat pretentious in outside decorations, when you see them in the dead of night, but in daytime they are so covered with posters as to hide all the decorations and even the architecture. Some posters are enclosed in old wooden frames, most of them falling to pieces, while others, torn and dirty, are nailed with common carpet tacks. The Hippodrome is showing a very bad picture, and if the Universal Film Mfg. Co. want to retain a reputation it would be well for them to refuse the service to the manager of the Hippodrome. All the pictures appeared on the screen as if they had been badly toned. The left side was of the reddish tint of an nndertoned photograph, while the right side was of the hard blue color of an over-toned picture. All the pictures were discolored on account of a constant ghost on the screen. But then the manager prides himself on having the biggest pictures in Allentown, and for many miles around it. Yes, it is as big as he could have it, the screen reaches the ceiling and is so low that the heads of patrons in the front seats are in the way. although the floor has a good pitch. The screen is so big that to cover same with the projection they had to remove the operating booth on the side of the auditorium half way between the screen and the lobby. An ice-cream parlor, managed by Greeks is offering free motion pictures. You buy a plate of ice cream and you enjoy — no, you curse yourself for beingcompelled to eat — your ice cream in a dark room and see something move on an old curtain. You are not sure if they are men, women or animals, as the old aluminum curtain is so dirty that you can see practically nothing. Such a free show is enough to discourage anyone from visiting motion picture theatres. Reading, Pa. Reading is another town for posters, and it is a great pity to see fine-looking theatres covered with ugly and sensational posters. The Lyric, the largest and finest motion picture theatre with a good run of licensed pictures and appropriate music, is a disgrace with its extra display of posters and signs hanging from every corner and blocking the doors. The Crescent Theatre was doing a good business with its scheme of coupons. The manager made an arrangement with a local bakery by which the Crescent redeems all the tickets issued by the bakery on a flat rate of so much per week. The tickets are not redeemed on Saturdays and holidays. To obtain these tickets, the patrons have to secure so many bread labels. Lebanon, Pa. Lebanon is not so crazy for posters. The Theatorium, o::e of the oldest houses, is still under the management of (Concluded on page 31) TRY US For Printing, Developing, Titles and Camera work. We stand for quality from start to finish. FILMS RENOVATED BY OUR OWN PARISIAN PROCESS. Parisian Mfg. & Film Renovating Co 4940 Wentworth Avenue Chicago, 1 1. F'l o . 1 Our Customers are Limited. lllTl l\6ni£ll. Opening for six more only. ACT QUICK. 6 reels S6.00 8 reels $8.00 12 reels $12.00 Posters and Features without extra cost. Hurry and Hook up with US. Moving Picture Sales Co., 540pi»mFoil1ThDpf.p,chicago. Does Your Theatre Lobby Attract the Passerby? IF NOT-WHY NOT? BRASS LOBBY FRAMES TO DISPLAY Frame of Value Our No. 1 One Sheet Hanging Poster Frame, with glass front and detachable Com *» t i\/v po-board back «P*«vU ••*•» «^-» YOUR ADVERTISING WILL ATTRACT Frame of Value Our No. 2 One Sheet Easel Poster Frame, with glass front and detachable Com /t»i i-/\ po-board back <P"'^" No. 7, 3 Sheet Frame. ASK US FOR CATALOG AND FURTHER PRICES ON OTHER DESIGNS THEATRE SPECIALTY MFG. CO., inc. G. W. ARMSTRONG, President. 357 WEST 42nd STREET NEW YORK