Exhibitors Herald World (Oct-Dec 1930)

66 EXHIBITORS HERALD-WORLD October 11, 1930 W THE VOICE OF THE INDUSTRY LETTERS FROM READERS Credits His Operator WE WISH TO EXPRESS OUR SINCERE appreciation and thanks for the bronze plaque awarded us for better sound reproduction. The acoustics of our theatre were good when we installed sound equipment last December. However, we used acoustical felt to advantage and added aisle runners and drapes, all of which tended to better the sound. In July we purchased new upholstered seats through National Theatre Supply Company. We have the only theatre in this section, outside of the key cities, with upholstered seats. Operators can make or spoil a show. Our operator deserves credit as he is very efficient, is interested in his work and does everything possible to improve reproduction and projection. We are proud of our theatre and proud to display the award of merit in our lobby. — Clayton E. Jones, Family theatre, Sheldon. 111. Couldn't Run Without It I REALLY COULD NOT RUN MY Business without your magazine. At first I was disappointed in 3rour discontinuing "What the Picture Did for Me" page although I never sent in any reports to it. I am getting reconciled and really believe I am going to like the letters just as well. One of the greatest helps I received from the HeraldWorld was the idea that one exhibitor gave about giving birthcards to each school child. I have done that now for the last three years and find that it meets with the utmost approval. Each year the color and verse on card is changed. Sample enclosed. About the best improvement you could possibly make was the addition of the "Film Buyer." — H. E. Ruh, Ozark Theatre, Berryville, Kan. Reports from Bert Silver HERE ARE SOME REPORTS ON Pictures just recently played. Loving the Ladies (RKO), a good program picture, better than average. Loose Ankles (FN), a very good program picture. Both stars fine. Talking plain. Gave satisfaction. Son of the Saddle (U), with Ken Maynard, is a good rip-roaring talking Western. Good satisfaction to all that like this kind of entertainment, and there are a lot of them. Swing High (P), is a big program picture, extra-good but not a special, as they rate specials nowadays. Had we played it as a program at program prices, we would have done better than to try and sell it as a special. Can't kid them anymore, boys, in small towns. Those whom you might have kidded have moved to the city. Strictly Modern, Spring Is Here, Murder Will Out (FN), are good entertaining program pictures. The Vaaabond King ("Par), is certainly a great picture. Fine cast of characters. Great coloring, etc. We got very poor results (sound-on-film) and this house is noted in this part of the country for good results with talking pictures. Our business after first show was nothing for a special. Satisfaction SO per cent. Over the heads of lots of pf-ople in small towns. Too many big pictures, they don't like them and won't come to see them, and they are all losers. Broadway Scandals (Col), did not draw or satisfy. Good talent but nothing to the story. Been fed up on too much of this stage stuff, murder, etc. The stories have got to be good to get anyone now to come in and see them. The best of them won't pay expenses. The poor ones better stay dark. Here are some shorts. His Honor the Mayor (Par), good funny comedy. Stronger Sex (Par), good comedy. Down With Husbands (Par), good comedy. Match Play, Mad House, Camera Shy, (E), all average comedies.— Bert Silver, Silver Family theatre, Greenville, Mich. We Apologize YOU MADE A COUPLE OF MISTAKES in printing my letter in last week's issue and made it sound rather foolish. I said all towns under 15,000 are bothered a great deal by carnival and tent shows, and you made it read "over 15,000." And I wrote, "to keep open all nights," and you made it read, "all night. This year there seems to be a prevalence of free medicine shows in this territory. They sure do hurt. If anyone has a solution or remedy for these ills, let us hear from them, pronto. Here is what some of the pictures did for me and to me lately. Played The Virginian (Par), and The Texan (Par), both starring Gary Cooper, on Saturdays and they drew well and pleased very much. Mary Brian showed up exceedingly well in the former, but Fav Wray did not do so well in "The Texan." Richard Arlen made his small part in '"The Texan" stand out. Had an unusually large number of cussing customers come out cussing after seeinsr The Case of Sergeant Grischa (RKO). Every time the screen tries to get high-brow it puts many aches in the Bombs Duds? Depends On Your Point of View Some most unusual exploitation was employed when "All Quiet on the Western Front" opened at John Hamrick's "Music Box." A number of heavy bombs were set off on the roof of the theatre and some spectacular rockets shot into the air to advertise the war picture. However, someone in the big crowd got excited and turned in a fire alarm, to which four companies responded in record time and crashed through the large crowd which quickly collected. Although the fireworks were under strict supervision, and a permit had been granted by the city council, it was done over the reluctant consent of the fire marshal. As a result of the annoyance and expense, Fire Chief Grenfell called everybody concerned on the "carpet," soundly reprimanded them and broadcast that never again will such a permit be granted. small town exhibitor's brows. Just a waste of a good cast and good director. Drew very poor and pleased only one or two. Jack Mulhall in The Fall Guy (Radio), was very short — 62 minutes — but pleased very well but did not draw. Ned Sparks in a comedy sax player part stole the picture. I think the title hurt. Girl of the Port (RKO), was a nice little picture but wouldn't draw flies with sugar in the aisles. Buddy Rogers in Safety in Numbers (Par), drew well and pleased. The three beauties, Carol Lombard, Josephine Dunn and Kathryn Crawford, were fine in their parts, Miss Crawford almost stealing the picture with her singing and acting. Young Desire (U), with Mary Nolan, was surprisingly good drama. A sad but logical ending seemed to hurt, but there was some wonderful acting in it. — L. L. Levy, Iris theatre, Kerens, Tex. Conspicuous Place in Foyer PLEASE ACCEPT MY THANKS FOR the Award of Merit, which I received a few days ago. It is certainly a beautiful thing, and I am very proud of it. It is now occupying a conspicuous place in my foyer. Many people have asked to see it and the meaning of it. I consider it a great honor to have been awarded this emblem as it means a lot to me. I have spent a great deal of time and money in preparing my house for sound and am glad to state I have sound second to none I have ever heard. Thanking you again. — L. R. Creason, The Palace theatre, Eufaula, Okla. A Very Favorable Light HOW CAN I SUFFICIENTLY THANK you for your courtesy and kindness in sending me the HeraldWorld's award, the beautiful bronze plaque. I am and my friends are mighty proud and mighty happy in having it bestowed upon us. My patrons always have boasted of the fine sound at the Rex and this award confirms their former opinion, and place us all in a very favorable light. Again thanking you most heartily and with best wishes for your continued successes. — Philip Rand, Rex theatre, Salmon, Ida. Some Good and Some — HAVING NO REPORT BLANKS LEFT I will report this way. Fighting Legion (U), with Ken Maynard, is a good Western. Madam X (M G M), with Ruth Chatterton, is also good. Wild Company (Fox), a good program picture. Trailing Trouble (U), a good Western. Embarrassing Moments (U), a good comedy. Ifs a Great Life (MGM), with the Duncan Sisters, is very good. Hide Out (U), Good. So This Is London (Fox), with Will Rogers, is good but no drawing card. One Mad Kiss (Fox), fair. Hold Everything (WB), with Winnie Lightner and Joe E. Brown, is very good comedy. This team is hard to beat. Green Goddess (WB), with George Arliss, is pretty good. Undertow (U), good program. Song O' My Heart (Fox), with John McCormack, is a good picture but it won't click at the box office. It