Year book of motion pictures (1925)

Problems of An Exhibitor (A most interesting survey was made W. Purkett, general manager, and reporte Says the News: The survey, because of its thoroughness and the case with which it was conducted, is probably unique in the history of the industry. Questionnaires were filled out by a large number of patrons of the Kinema, a repre sentative house catering to a high-class fan audience. In addition, personal investigators were sent out. They interviewed nearly 1,600 people, representing all classes. To make the survey complete, a special investigation was made among foreigners who do not speak English. These three separate investigations covered questions of the utmost importance to exhibitor and producer alike. The compilation of results was made by Reaumont & Hohman, an advertising agency of Fresno. 1. What do you like best in pictures? (Note: This question was covered by both questionnaires.) Kinema Questionnaires results: Mystery 22.2% Melodrama 21.1% Comedy 18.5% Historical 15.1% Sex drama 11.9% Costume 10.1% General Questionnaire results : Melodrama 48.6% Historical 22.4% Costume 22.0% Comedy 6.8% It is necessary to give the results individually on this question since sex drama and mystery were not included in the General Questionnaire. It was impossible to get answers in regard to the sex drama when taken by personal investigators, although this question was readily answered when the questionnaire was filled out privately. 2. Do you like scenics? (Average Results.) Yes 81.5% No 19.3% The results on this point cut the unquestionable popularity of scenics on a motion picture program. The results on the General Questionnaire are a little higher in favor of scenics than on the Kinema Questionnaire. The percentages were as follows : General — Yes 82.4% Kinema — Yes 74.5% 3. On what days of the week do you attend the .motion picture theaters? 6 (Kinema Questionnaire) Sunday 28.9% Monday 4.1% Tuesday 3.4% Wednesday 14.3% Thursday 3.4% Friday 7.1% Saturday 22.0% No preference 16.8% a. On what days of the week do you attend the theater? (General Questionnaire) Sunday 10.6% Monday 2.1% Tuesday 4.8% Wednseday 8.0% Thursday 2.1% Friday 6.9% Saturday 23.4% No preference 42.0% The Kinema Questionnaire results show the habits of its own patrons, while the General Questionnaire results bring out the habits of all theater (vaudeville, motion picture and road show) patrons. 4. Would you like special announcements sent you? Yes 71% No m 29% by the Kinema Theater, Fresno, Cal., Frank d in the Motion Picture News, of Oct. 18.) 5. Do you go to the show because of the star or because of the picture? Picture 55.5% Star 44.5% These figures give an insight into relative "pulling power" of the star and the picture. 6. What creates your interest in motion pictures? Stories 27.8% Stars 23.1% Entertainment 12.9% Acting 12.4% Advertisements 9.6% Education 7.4% Producers 2.8% Scenery 1.7% Life 1.7% Features 1.2% Romance 6% This questions brings out what the public considers important about the picture and points out the advertising appeals as applied to the picture itself. It is interesting to note that about the same relative importance is placed on stars and stories (pictures) as was done in question 5. It also points out the small role the producer plays in actually filling the house. 7. Do you read the motion picture magazines? Yes 54% No 46% This question, in a measure, shows the actual proportion of motion picture enthusiasts (movie fans) of the Kinema's clientele. It also reveals that more women read this class of magazines than do men. Women 57.4% Men 39.3% 7a. Name of publication? Photoplay 49.6% Motion Picture 23.6% Classic 14.0% "All" 5.1% Screenland 1.8% Shadowland 1.8% Story World 1.2% A. Brewster 1.2% Hollywood 6% Movie World 6% Photo Era 6% Picture Play Review 6% Pictures that have been exploited in the first three magazines should be considered as having had good publicity and advertising given them. 8. Do you follow news items in papers about the attractions at the theaters? (Kinema Questionnaire) Yes 98.5% No 1-5% This conclusively shows the importance of publicity as a means of reaching the motion-picture public. 9. Do you discuss pictures with your friends? (Note: This question was covered by both questionnaires.) Kinema Questionnaire results : Yes 97,8% No 2.2% General Questionnaire results : Yes 76.5% No 23.5% These results should be of utmost importance to newspapers editors because it shows the widespread interest in motion pictures. 10. Are there some special features about the Kinema that appeal to you? (Kinema Questionnaire) Music 28.3% Courtesy 18.5% Seat Comfort 17.7% Beauty 15.1% Pictures 10.0% Lighting 5.3% Prestige 4.8% 59