The Film Daily (1927)

THE Sunday, September 4, 1927 "You Can^t Title Shorts From a Broadway Seat" so SAYS BETH BROWN, WHO HAS VISITED 325 HOUSES THROUGHOUT COUNTRY By PHIL M. DALY GETTING the viewpoint of the small town exhibitor and patron is a phrase often on the hps of theorists in production. On all sides, one hears how it should be done, very often by those whose most intimate ideas of small towns have been Kieaned from picture post cards. To know how to plant potatoes, it would be reasonable to assume that one must go directly to the soil. To know the viewpoints of the small town exhibitor and patron, one should, by the same token, leave the cqsniopolitan centers severely alone, and head for the tank circuit. That's exactly what Beth Brown, film editor, writer of originals, and specialist in that delicate surgery of shorts, known as doctoring "sick babies," has done, and before she was through with her researches, she had covered a tour of 325 theaters — houses of every description, small, large, ornate, and simple. It is safe to say, repeating a figure, that following this tour, she knew where the Ijotatocs lay, so far as what the small town needed in short subject entertainment is concerned. "My first definite oljservation," said Miss Brown, "after making this grand tour of the sticks, is that one can't learn to write titles that click, by watching audience reaction in a Broadwav seat. Having on numberless occasions, sat next to a man in shiny pants, and whose other attire looked as though it hadn't seen a pressinsr iron in eight months, I realized that it would take something else tlian a wise-crack about nighi clubs, or some other sophisticated "nigty" to get across to this customer. The first simple principles of human psychology teach that a spectator's response to a given situation is keenest in proportion to the illusion he can get of being the chief character in that situation. Mr Shiny Pants is a far throw from an idea that takes a Harvard education, or a Broadway worldliness to grasp, and there's no real way ot gettmg his level in titles, except by studying him at first hand. "Another condition my observations taught me is that most matinee audiences are composed of at least 80 per cent women, and that these wonien must be reached intimately somewhere on the screen for the show to go over properly. Sad to relate, the short subject bill of fare is overlooking this consideration unduly. Take the news reel for example. So much time, money and energy is being spent on this form of entertainment, and yet nine-tenths of this reel seems to be made almost exclusively for the interest of men. Pictures of developments in mechanics, airplanes, polo teams, battleships, and so on. Where does woman figure to find her chief interest in this panorama of events? Woman, with her chief interest in romance, clothes and children! For this reason, most of the comedies are not funny to women. There is a rich field that has yet to be exploited in this respect." Miss Brown paused, while she let these thoughts sink into the mind of her listener. Receiving further encouragement, she continued; "The short subject, for one thing is favored by fortune in its very structure. It is short and therefore allows for economy of padding, repetition and theme. Again, no matter how poor a short subject may be it can invariably be made successful by a clever presentation. This means proper titling and editing. This shows that I am in the same position as THE FILM DAILY. when it said in its last Short Subject Number: . . . 'title writing is attaining a state of effectiveness to vie in importance with direction, acting, settings, and other primarly elements." Free Theater Campaign Supplied on M-G-M's News Avers Educational Film Has Real B. O. Appeal That a film can have sufficient educational value to Ije classed as an educational film and still be so entertaining as to be accepted with much enthusiasm by the average fan who goes to theaters merely to be '■ntertained, is the opinion of Don Malkames, of the Malkames Educational Film Co.. Malkames, in am|)lif<ini' in his opinion, states: "Such films can and are being ))roduccd in a scries of single reel cfKierts based on American industries which are in the course of profl'"-'inn bv the Malkames Educational Film Co. of H;izelton Pa. The first f)f the series entitled "The Storv of Anthracite" was favorably received bv the patrons of the Capitol on Broadway last week where it had a pre-release showing. The titles of five more of the series will be announced in the near future." St£|n Laurel Oliver Hardy Edna Marian Jimmy Finlayson DirtKCTMO »Y Cmeo OUIOL . Mf tro^(c/<ytt/<//?-Ma yer Here is a splendid 3-sheet, containing all the pictorial elements of sales appeal Many Exhibitors Already Availing Themselves of Selling Aids A HIGHLIGHT of the inauguration of M-G-M News service through the country was the complete exploitation, lobby and theater front campaign available to all exhibitors. This material which was supplied without cost included almost ever\ miaginable accessory designed to inimcfliately create a definite and steady following for M-G-M News in the particular theater to which the campaign was applied. The free accessories include "Welcome Week" one sheets, snipes, paper pennants (red and blue), advance slide and a ten foot linen banner. Complete instructions and plans for making the best possible use of this material were embodied in an attractive press sheet. Additional stock accessories on the M-G-M News include a stock one sheet, subject one sheet and ad slugs. At the M-G-M office, it is declared that the hearty reception which t\\\s\ campaign material received is indicated by the early exhaustion of thai stock on hand. However, additional! allotments have been ordered for all M-G-M exchanges in view of the fact that the free "Welcome Week" campaign material is so designed as toj make it equally effective during any i present or future week in which an | exhibitor wishes to inaugurate M-G1 M News service at his theater. i '-s^^ EARLE FOXE *A HOT POTATO" jtimVPM BIBBER siory'RlctaidHaidins Davis This week's slide often builds next week's audience. This one available at a modest cost What's Wrong With the Picture? "Produceritis Egotitus," Says Manager— And It's Not the Name of a New Skin Disease ^HE short subject is finally over-■ coming the many obstacles which have been placed in its path. One of the chief evils which it is gradually eliminating is a complication known as "Produceritis Egotitus," according to J. D. Trop, general manager of Pizor Prod. Trop further states: "The manufacturers of most commodities that are used in this little old world make their special articles with an ultimate end in view. They want to make money. Hence, you will find that the clothing manufacturer knows his wool; the hardware man knows his iron; the farmer knows his onions. But how about the moving picture jiroducer? He is God Almighty! He knows everything. As a general rule, this is hi' personal opinion and no one else even suspects his knowledge. The result of this situation is that although the producer, just like other manufacturers, wants to make money, he lacks the technical knowledge to succeed. After losing considerable money on a few pictures, if th'e bank roll still holds out, the first principle of other businesses leaves him and the urge to produce is no longer a desire to make money, it is a disease. "The cure for this illness is a realization on the part of the producer that the scenarist knows more about stories than he does. Let him stop directing the director. If he wants to teach the actors how to act, let him open a school." In the "Satevepost" In an article in the Saturday Evening Post, Carl Laemmle stresses the importance of accessories in stimulating the oublic's interest in pictures. What is worth soace in a publication of the "Post's" magnitude and prestige, is certainly wort. I the consideration of exhibitors.