FilmIndia (1940)

Better Showmanship Means Better Business Correct Advertising and Ballyhoo Methods By A. A. WALTER Warner Chief in India, Burma and Ceylon II In the last article I had mentioned "interval". You will find very divided opinions on the subject of interval. First of all, the exhibitor looks upon the interval as a source of revenue and many of the public as an opportunity to quench their thirst. Bearing in mind that there is "want" on both sides, we can assume that in the majority of cases an interval is advisable, but in this connection special reference should be made to prohibition areas. I am sure that the vast majority of the cinema going public in Bombay to-day are not in favour of intervals. They would much prefer to finish the show ten minutes earlier and not be bothered with a break half-way through. I am not suggesting that the only form of drink required Uy the cinema going public is an alcoholic drink, but it is a fact that when one considers that the average performance is less than two hours, a person does not require a drink merely to quench his thirst. You will find that in the majority of cases the people who did leave the theatre for the purpose of a drink before prohibition were not teetotalers. You will find to-day that the vast proportion of the audience remain in their seats. I, therefore, say that if a census were taken, the cancelling of intervals would be almost unanimous. Where intervals are necessary, at least let the exhibitor take care that the interval is at the right time. To my mind there are few things worse in connection with the screening of a good film than breaking it half-way for an interval. If it is necessary to have an interval, then let the interval follow the short subjects and let the main feature be screened without a break. When talkies first started, tinned sound was a novelty and frequently one found that operators were very anxious to make the maximum amount of use of the machinery at their disposal with the result that long before the show commenced, gramophone records were being blared through loud speakers, both in the auditorium and lobby or foyer. During the interval it was and still is, in the majority of cases, the practice to play gramophone records continuously so that well before the show starts until the last fade-out there is not a moment without "sound" of some description. MUSIC FOR THE MOOD AND TASTE Let us examine the question of gramophone records being played during the interval. First of all, proper care in the selection of such music is of great importance. The manager of the theatre should be responsible for such work. The type of audience is generally dependent upon the type of picture so that the manager can select his incidental music according to the ture of the picture. A classical picture which appeals to highbrow audiences would bring an audien?e who would appreciate classical music played during the interval, whereas the latest thing in iaz/. would probably not go over at all well. This statement cannot be taken too literally, and commonsense must be used. It is sometimes necessary, where a picture is very heavy, to break the monotony with a little light music which may be more suitable. When the interval first commences let there be dead silence as far as the operation of "sound" is concerned for a few minutes. Let the audience have a chance to speak to Mr. A. A. Walter their friends, to gather themselves together and straighten out their nerves before they settle down to listen to something new. A record might then be played which lasts three minutes and another break given fcr a couple of minutes before the next record is played Finally never spoil a good record by breaking it off before it is finished because the operators have not properly timed the commencement of the second half of the performance. Remember, in connection with, intervals, that the majority of people do not like intervals. If you find an interval necessary, be certain, that your main feature is not broken up and make your interval as short as possible. CORRECT ADVERTISING NECESSARY We now come to the subject of advertising. Some say that this is the backbone of the film business. Whether it is or not, advertising is of vast importance in every industry in the world and only possibly more important to the film industry by reason of the fact that trm motion picture industry lends itself particularly to pictorial advertising. I cannot go into this subject without referring to the comments which we hear from time to time from members of the general public. Adjectives such as super, magnificent, colossal, stupendous, it is suggested, 47