Exhibitor's Trade Review (Aug-Nov 1925)

September 5, 1925 Page 29 Kansas City Theatre Featuring Shorts For Child Patrons ALL other things being equal, let me have my pick of the short subjects and I don't care what my competitor has as a feature." That is the attitude of Adolph Eisner, manager of the Circle Theatre, Kansas City, and former president of the M. P. T. 0., Kansas City. Incidentally, Mr. Eisner in three weeks has built the Circle Theatre from a miserable "flop" to a money making house — and each week shows a larger net income. "It amuses me to see an exhibitor worry and fret about a feature picture and end with: 'Throw in comedy.' Therein lies the reason for so many slim nights for exhibitors on , Friday when school children make up a majority of the audience. However, careful selection of comedies should by no means be confined solely to Friday night. "Did you ever stop to think that after an exhibitor has built up a reputation as a hustler in his community his patrons naturally are inclined to accept his judgement of features as good, more or less. They also have the same attitude towards his competitor down the street. What happens. When a family is undecided as to which theatre they will attend it usually is the children who cast the deciding vote — and children vote for good comedies every time. "Although my newspaper advertising is limited on the present suburban house which I have charge of, I have found it to be a good idea to pass out a few handbills on Friday, playing up the comedy and giving it about 80 per cent of the space on the bills, mention the feature down in some corner. Of course, in my newspaper advertising, I give the 'edge' to the feature a little, as things must be balanced up evenly. "Don't merely insert the name alone of your comedy in small type in your newspaper ad. Also, don't be contented with allowing some 'stock' line to accompany your comedy. A single clever and original line, or lines, in conjunction with the advertising of your comedy frequently will result in increasing your nightly attendance beyond all expectations. "In exploiting my comedies I use onesheets on either side of the ticket booth. That's where the children are going to look. •They're like flies, they congregate around the bright lights. I have four-sheet boards in front of the canopy, visible from the street, but the youngsters like to gather in close, which accounts for the cases to each side of the ticket booth. "I find that, as a rule, one slide on Thursday night concerning the feature for the following night, is sufficient for adults, but don't be mistaken about one slide being enough to satisfy the children that there's going to be a good comedy on Friday night. The more you impress the merits of the comedy upon them the larger attendance you will have. "As to short subjects, I generally give 10 per cent of my advertising space to news reels, educational films and short dramas. It pays to do so. All persons are not interested in your feature each night. Some of them would much prefer to come after your feature had finished showing, having interest only in the comedy or short subject. It's a fact. Many times I have had patrons tell me that they had seen my feature at a first run house down town, but that they had come for the sole purpose of seeing my comedy. Little Arthur Trimble, and Pete, his dog, play Buster Brown and Tige in Universal comedies. . Al Alt, the city editor, in Universal Cen tury comedy, "Scandal Hunters." Comprehensive Short Program Announced By Universal ALWAYS one of the strongest factors in the Short Product field, the outlook for one and two reel pictures to be released by the Universal Pictures Corporation during the coming twelve months put that company in an enviable position as regards Short Product. Not only by the excellence of the product, but also by reason of the wide variety of pictures to be released, Universal is well equipped to furnish the industry with comedies, westerns, and serials. The 1925-1926 Universal Short Product includes 52 two-reel Century Comedies, 52 Bluebird or one-reel comedies, six exceptional serials, 52 two-reel Western pictures released under the brand name of Mustang pictures, a series of twelve Gump comedies, two reelers, and a two issues weekly of the International Newsreel. With this array of product, Universal officials confidently ex. pect to have the greatest year ever experienced by that firm in the widespread representation of its short product. Universal shorts show great improvement all along the line. The Century Comedies will have a banner year. In the first place, the year's output includes a series of twleve Buster Brown Comedies, adapted from R. F. Outcault's famous cartoon comics. This series is proving immensely popular and the Century Film Corporation has more tnan established itself by the extent of the big Wanda Wiley, popular Century comedy star, does a "brodie." first run houses that are signing up for the series. Also, Century's two comediennes, Wanda Wiley and Edna Marian, have come into great favor in the comedy field during the past six months. Each will supply twelve tworeel comedies to the year's release schedule. Also, Eddie Gordon, Al Alt and CharlesKing, who are making the remainder of the Century releases, are well established as fun-makers. In addition to its regular one-a-week releases, Century also will put out a novelty two-reeler, "Little Red Riding Hood," featuring Baby Peggy and Peter the Gteat, the popular dog star. Peter plays the role of the wolf and supplies great exhibition value to this featurette. "Little Red Riding Hood" is more a novelty than a comedy, but it can be used either as a comedy or as a feature. The Universal serial or Adventure Picture releases for the coming year are regarded as exceptional in every way. The number of serials has been reduced to six of ten chapters each, so that the minimum care and attention could be given to each one in production and to avoid conflicting bookings. "Perils of the Wild," the first, is based on the famous book, "Swiss Family Robinson," and is being made with an all-star cast, including Jack Mower, Margaret Quimiby and Joe Bonomo. It is being directed by Francis Ford, and has just been released, the first chapter having reached the screen August 17th. "The Ace of Spades" is a. rugged Western serial built around the great land rush days in Oklahoma territory, one of the most thrilling events in American history. William Desmond makes an ideal hero for this hardriding action picture. Miss Sedgwick, long a Western (Continued on Page 31)