The Film Mercury (1926-27)

Hollywood, Calif. THE FILM MERCURY, FRIDAY, APRIL 30, 1926 Page Five Are Lobby Displays Really Important? April 19, 1926. Mr. Tamar Lane, Film Mercury, Hollywood, California. Dear Mr. Lane: Practically everything I’ve read written by you has been filled with a great deal of logic — but I am frank to say that you haven’t that sense of showmanship that makes all your writings perfectly correct. Of course, to a certain extent there is a marvellous sense of what is right and w*hat is wrong in all your work. But in this instanoe, I am referring to your article on “Don’t Use Lobby Displays,” or words to that effect. 1 haven’t the Exhibitors’ Number in front of me this moment, for in traveling around I misplaced it somehow. In this issue, whicH I read while in Los Angeles at the Universal Convention, I was struck with the tone of your thoughts. ..You stressed the importance of advertising in periodicals more and giving less attention to lobby displays. You felt that they were only “sold” on the picture through paid advertising — that the lobby display wouldn’t pay for itself as far as those who looked at it were concernled, because, you said, the lobby display couldn’t pull ’em in. Now mind you I can’t quote you but I believe I am writing here what you had in mind wh^n you put that article in print. All I can say is: “You're just like the forester who stands too near the woods to see the trees.” You know the value of paid advertising — and I do too. I know it through using, it here and abroad, and through my work in this business in New York and Los Angeles. But I also know that the greatest people, as far as turn-over is concerned, are the department store people and they spend plenty of money advertising in news papers. BUT THEY DON'T OVERLOOK THElR LOBBY DISPLAYS! In other words, they spend millions in the newspapers and more millions dressing their windows, which can be likened to the exhibitor’s lobby. They don’t take the attitude that you take “don’t overlook your newspaper ads, but if you have ten minutes to spare, you have a lobby that you might like to dress a little.” They have specialists, in newspaper and tnagazine advertising — and then they turn around and hire specialists super-specialists, you may call them — in dressing department store lobbies, or windows. Yes, sir — they know what it’s all about, but our Exhibitors never will if they continue to receive the kind of advice you gave in this partciular issue. Please, for your own sake, give a thought to every phase of this business. Remember, you can lead a horse to water, but you can’t make him drink. The movie-goer can go as far as the front of the theatre in a drenching rain — but if the “front” doesn’t: look “kosher” you can’t get them in “nohow.” Give a thought to accessories and remember the department stores have the right idea. Spend a fortune to get them as far as the store — and another fortune to make it attractive enough to bring them in. The exhibitor’s lobby display is the well-lighted, well-dressed, prettily arranged department store \yjndow of our business and if you spread the propaganda that mlakes them overlook any part of their business you’re only doing half your job. And Tamar Lane you've got an impor tant place in this business. Very important. I’ll say. Very truly yours, DAVE BADER, Manager, Advertising Accessories, Universal’s Home Office. (In next week’s Film] Mercury, Tamar Lane will answer Mr. Bader’s letter, and discuss the relative merits of lobby display.) AN INVITATION To all our friends and customers. Attend our grand opening Saturday night. Music, entertainment and souvenirs. Refreshments and dancing free. Many newspaper men and women and film celebrities have accepted our invitation. Everybody is going, so why not you? PARK J. RIES. PAUL RIES. RAY RIES. Rie* Brothers Building opening, May 1, corner Western and Virginia avenues. Program starts 8 o’clock. First Nat. Units Move to Fine Arts According to announcements received today, First National has definitely decided to move several units now working at the United Studios to the Fine Arts studios on Sunset boulevard. The Colleen Moore, Anna Q. Nilsson and Lewis Stone units will be moved to the new studio location by Saturday. John McCormack will also move his offices at the same time. These First National units, and probably others, will remain at the Fine Arts studio until the completion of the new First National studios in Lankershim. It is believed that because the Famous PlayersLasky are to take possession of the United Studios on May 1st, these sudden changes are made necessary. • • • GARDNER JAMES WITH RICHARD BARTHELMESS Gardner James has been signed for an important role in Richard Barthelmess’ next starring vehicle, “The Amateur Gentleman,” to be directed by Sidney Olcott for Inspiration Pictures. James is, at present, playing a role in “The Passionate Quest,” which J. Stuart Blackton is directing for Warner Brothers, and will start with Barthelmess upon the completion of the Warner production. • • * Kathleen Key is appearing in the M-G-M production, “The Man From London,” starring Ramon Novarro. Hobart Henley is directing. M-G-M SELECTS CAST FOR FIRE PRODUCTION Charles Ray has been selected by the M-G-M studios for the leading male role in the forthcoming fire picture, which M-G-M will produce with the co-operation of the fire chiefs of America and Canada. Marceline Day will play the feminine lead. Tom O’Brien, Lionel Barrymore and Bert Woodruff are others in the cast. * * * CONKLIN, SWAIN SIGN FOR CHRISTIE PICTURE Chester Conklin and Mack Swain have been signed by the Christie for roles in “The Nervous Wreck,” which Scott Sidney will direct, with Harrison Ford in the title role. * * * PARAMOUNT TO FILM J. M. SAUNDERS STORY “Wings,” a story by John Monk Saunders, is to be made by Paramount, under the direction of William Wellman. Clara Bow is to have the leading feminine role. THEATRE TICKETS AND FOR ALL EVENTS Phone GL. 7001 WE DELIVER TO YOUR DOOR 6406 Hollywood Boulevard At Cahuenga A Tom J. Hopkins WRITER Management THE EDWARD SMALL COMPANY or SANTA MONICA 24243 3i/ WHEN YOUR PICTURE IS READY FOR TITLES— DWINELLE BENTHALL 228 MARKHAM BLDG. GLadetone 4809 Lankershim 243-J