The Film Daily (1924)

THE 36 •e^mk DAILY Sunday, September 14, 1924 PENNSYLVANIA The Locust, West Philadelphia, controlled by Fred G. Nixon-Nirdlinger, features Pathe News in electric lights on the S2nd St. side of his theater. The Stanley, considered the best motion picture theater in Philadelphia, features in electric lights practically all of the Pathe two-reel comedies. Without exception, every theater in Philadelphia furnishing their patrons with a program play up the short subjects just as prominently as their features. A large number of theaters throughout the Philadelphia territory and most conspicuously the City Square and Criterion controlled by E. J. O'Keefe, Atlantic City, devote one day each week to short subjects exclusively. These days are genarally designated as 'ALL LAUGH NIGHT' and the boxoffice results obtained by specializing on the short subject program once a week has made it possible for O'Keefe to carry out this weekly policy for over ten years without interruption." — W. V A. MACK, Pathe. Philadelphia. The Grand Opera House operated by Harry Davis, and Loew's Aldine, operated by the Loew Circuit, make sincere attempts to exploit their short :-.ubiects. Both of these theaters mention by name the titles of any short subjects that they may be using, in their newspaper advertising, in both the Sunday and daily issues. Both of these houses also frequently announce their comedy subjects in their electric signs, sometimes mentioning only the star and title of the subject, and at other times mentioning both the title and the brand name. These are the only two houses in the city of Pittsburgh who make a sincere attempt to sell their short subjects to the public. Other first run houses seldom mention their short subjects in their newspaper ads. and frequently present these subjects on their screen without even so much as a one sheet or a set of photographs in their lobby display. At other times they may have some display of their short subjects in the lobby, although no mention is made of these subjects in their newspaper advertisements. Strange to say, the Grand Opera House and Loew's Aldine are without doubt the two most successful picture houses in the city of Pittsburgh, ?nd it is our opinion that this fact is due mainly to their policy of selling their entire program to the public, rather than trying to attract ratronage solely through advertising their feature picture. Regarding the houses in the smaller communities of this territory, the attempts of exploiting short subjects are only spasmodic, and we are therefore unable to give you the names of anv theaters or exhibitors who make any unusual effort in this direction WASHINGTON The larger towns in the Northwest territory are controlled by Jensen & Von Herberg, which concern realizes the value of the proper presentation of short subjects and gives considerable space in the newspaper to their advertising. For example, halfpage ads were given over to our re cent novelty subject "PLASTIGRAMS," and exceptional lobby displays. The picture in their Liberty of Portland, was held over two weeks to capacity business. Recently, on a Monday night edition of the Seattle Daily Times, they advertised our two-reel novelty special, "THE CHASE," with an individual ad three columns, ten inches which was 50 per cent greater than any other theater ad carried. This is the rule rather than the exception. Educational comedies are heralded in electrics and lobby displays and a fair proportion of space of newspaper advertising. The Northwest exhibitors are convinced that the comedy and short subject matter is very essential rather than a necessary evil. There are not the same facilities or the same amount of professional talent to draw from for prologues and special acts as there are in the East. Therefore, to work out well-rounded programs, an intelligent selection of short subject material is essential. — J. A. GAGE, Manager, Educational Exchange, Seattle. We are pleased to recite one notable instance on the value of short subjects, wherein the Jensen and Von Herberg interests of the Seattle territory gave an unusually good sendofT to "Birds of Passage," three reels, "Big Moments From Little Pictures" (Will Rogers), two reels. Comparatively large advertising space was taken in the newspapers and a good portion of the lobby was devoted to a display, with excellent results as the reaction from "those who saw and gleaned." This combination proved to be so effective to the Jensen & Von Herberg interests that after its Seattle success it was used with the same good results throughout the territory in practically all the larger towns. Li each point of exhibition, the short subjects, as well as the feature, were well advertised. The big point to stress in this one instance is the fact that the exhibitor got good results from advertising the short subjects of this particular program. The results here poved should certainly be a lead for future use.— PAUL G. LYNCH, Manager Pathe Exch., Seattle. WISCONSIN The value to the Exhibitor of care fully selected Short-Subjects on each and every program is recognized more and more in this territory every day. The successful Exhibitor today announces in all his advertising, and in the lobby, the titles of his Short Subjects. George Fischer, who is one of the oldest 'big time' exhibitors in this territory is a pioneer in the presenta tion of Short Subjects. He has used Pathe News on every program since the first release. At his New Milwaukee, which he has operated for nearly two years, and which is one of the largest and most successful outskirt theaters in the city, he used every reel of Pathe Short Subjects as rapidly as released. He is in our projection room every week and reviews every current release. He then immediately cata logues the various subjects with an ciTicient index and description, which enables him, when making up his programs, to carefully select just exactly such subjects as will fit on the same program, as well as to fit with his feature, and enables him to present a perfect, balanced program at all times. Quoting Mr. Fischer: 'If any part of my audience is not pleased with my feature, regardless of how good it may be (yon can't please them all) they find something in the variety of selected Short Subjects, which is bound to please everyone of them Thanks to your production of such splendid weekly releases. I can always find room for special Short Subject releases To prove to you how keen the interest among my patrons in those subjects, — we receive as many inquiries over the 'phone regarding these splendid releases as we do regarding our feature.' So successful has Mr. Fischer been with Pathe Short Subjects that he has contracted for every release to go into his new Capitol at West Allis., Wis.— W. A. ASCHMANN. Pathe, Milwaukee. It has been our experience, more so in the past year than ever before, that the majority of exhibitors are commencing to realize how very important short subjects are on their various programs. We find in a good many instances that exhibitors are commencing to make use of the importance of the various short subjects, such as Hodge Podges and other novelty subjects and in a good rnanv instances give these as much prominence on the program as the feature attraction. This condition is especially true of first runs and key center accounts. Wherever star comedies, such as the Lloyd Hamiltons, are used, exhibitors do not hesitate to give them as much display as they do the feature attraction, and we know of a good many instances where the short subject has replaced the feature attraction in a number of theater advertisements. We have also been very successful in getting exhibitors to recognize and appreciate the importance of short subjects, regardless of what these different short subjects may be, and with very few exceotions have been verv successful in having the accounts in this territory give as much prominence to short subject d'splav as they are entitled to. MAX STAHL Manager, Educational Exch., Milwaukee. HAROLD RODNER— SHORT SUBJECT SPECIALIST If the stories of successful film men were ever combined into a single volume, some mighty interesting reading would be be provided and not the least interesting chapter would be that devoted to Harold Rodner. Rodner for nearly a score of years ,vas a film salseman, branch manaeci' and executive for various motion picture organizations. In 1922, through a re-organization of the concern he was eneaged with, Rodner found himself without a position. Through his wide acquaintance in the business other positions were offered him but ^ Rodner had an idea and he decided that this was the time to start it working. In his film career he had paid especial attention to the importance of short subjects, single reel comedies and novelties usually known to the exhibitors as "program fillers." Rodner's idea was that a short subject exchange in New York could made as successful and important any of the feature exchanges. Seeking advice from well knowfi men in the industry Rodner was told that he was dreaming; in the language of the curb, he was a "nut." Rodner then unfolded his plan to Harry Warner of Warner Bros., who is also a man with ideas and broad vision, and Warner not only gave him his first encouragement and advice bul backed it up with some practical aid in generously offering him offic< space. Rodner's first offering was a shor reel known as "Music Film," whicl was very much of an experimenlj Next came now the popular "Out the Ink Well" clown cartoon seri Rodner not only secured these New York distribution but organize a company to handle these reels the entire world. The "Inkwi comedies were quickly followed w: a contract with M. J. Winkler for series of 24 "Felix, the Cat" cartoo: Later "Screen Snapshots," Alice" series of photonovelties other short subjects were contract) for. The business grew quickly rather unique policy of Rodner's po icy business is that he never has us the services of a salseman. Breaks Records Ruffner, Real Showman, Does Thinj With Plastigrams, and Again Shows the Way Vancouver, B. C. — Ralph Ruffm one of the best known managers aij exploiteers in the business, and nc managing the Capitol Theater, aga proved himself a great showmi when he used such good judgment making "Plastigrams," the Educ tional Special, the big feature in his advertising copy, with the rest that the show broke all house recoi for the season of the year. The show opened to capacity bu ress after the preliminary newspaj advertising campaign, in which "Plastigrams" material comprise about 75 per cent of the display, a 'he single de luxe performance night proved wholly inadequate handle the business, and it was n essary to stage an extra performai each evening of the week. For the first time in the history the house it was necessary to rep the film number twice on one sb People stayed over from one sb and it was not until "Plastigrai had been repeated that the ho could be emptied to admit the croi outside. As a result of the novel mannei which the subject was advertised, gross of the Capitol for the six d of the run was within two thous dollars of the entire gross receipt the Rivoli, New York,_ running same feature length picture at same time at higher prices 1 charged by Capitol at Vancouvi