Moving Picture World (May - Jun 1918)

[nne 8, 1918 THK MOVINC; PICTUKK WORLD 1403 Los Angeles Film Men Alarmed® a At Mass Meeting Measures are Taken to Combat Situation that Is Closing Theaters and Reducing Attendance MOTION picture exhibitors in Los Angeles face at present time a most alarming situation. Teachers in the public schools, it is reported, are requesting children not to attend picture theaters but save their money for other purposes. The result of this is that many theaters have been forced out of business. A mass meeting of exhibitors, exchangemen, producers and others interested in the trade «a< called at the Mutual Exchange on Saturday, May 18, to discuss the serious situation. Nearly a hundred people from various branches of the industry attended the meeting. Testimony was given by many of the exhibitors present that their receipts had dropped fully from 30 to 50 per cent, in the last two months and that very few children are patronizing the picture theaters. It was reported by several exhibitors that teachers in some public schools even went ir as pledging children on their word of honor not to go to picture shows, with the result also of a considerable decrease of patronage from parents who have been going to shows with their children. The smaller theaters, particularly those in the residence districts, had suffered the most. The chairman of the meeting, F. A. MacDonald, who is president of the local league, threw a bombshell in the assembly by the astounding statement that on account of this thrift campaign not less than 32 theaters had been forced to close in the last few weeks. Mr. MacDonald also stated that it had been hinted that insidious German propaganda might be responsible for these abnormal conditions. It had been suggested that the consistent boosting of Government activities through special trailers and slides, and also the active work of the FourMinute men, and active assistance of producers and exhibitors in carrying out the policy of the Government might have incensed the German element to the extent of carrying on a campaign which would take away the people from the theaters with the end in view that the efforts of speakers and the screen would have less effect. Several of the producers were present at the meeting, including Jesse L. Lasky, Samuel Goldfish, Thomas H. Ince and D. E. Robbin, representing D. W. Griffith. Mr. Goldfish stated that he had already taken up the matter with New York and had wired, among others, W. A. Brady. He had received an answer from Mr. Brady, and the Los Angeles exhibitors could be assured of the assistance of the New York organizations. Mr. Goldfish, however, was of the opinion that the condition was only local and suggested that before making a national issue of it the exhibitors should leave the matter to the local producers. The studios here had considerable influence and could approach the Chambers ot Commerce, Board of Education and other civic bodies and impress upon them the unfair and precarious situation for the moving picture theaters. Whitson Denies That Situation Is Local. Mr. Whitson, of the Plaza Theater in San Diego, took exception to Mr. Goldfish's statement that the condition was only local. He said it was the same thing in San Diego and many other cities all over the country. He said the producers as yet did not realize the seriousness of the situation and that the attitude of the schools is the same in almost every city in the United States. He would suggest the producers take immediate action and get in touch with the authorities at Washington. Mr. Hepburn, local manager of the Vitagraph office, testified that conditions were very bad in Salt Lake City. Mr. Lustig of the Metro exchange said the same conditions existed in the state of Washington, and that exhibitors there had already got together and advertised full pages in the newspapers. Mr. Robbin said Mr. Griffith was sorry that he could not attend in person, but that he had received a wire from Mr. Brady in which he was requested to make investigation regarding the attitude of the Board of Education. He was informed that officially the Board of Education had made no statement to teachers with regard to telling children to stay away from the theaters. However, they had advised the children not to throw away money or buy candy. Mr. Griffith stated he would stand by any action taken by the exhibitors. Mr. Lasky said business is far from normal and that therewas much unrest and agitation. He said he would keep in touch with New York and Washington and follow developments closely. Mr. hue suggested that the exhibitors enlist the support of the local newspapers. The exhibitors spend a lot of money for advertising and could expect a friendly attitude from the press. There should be started a regular campaign in papers and on billboards. Tell the people it is patriotic to patronize picture shows. Mr. Ince also offered the co-operation of the producers to the extent of making special trailers for the houses to tell the people on the screen that the picture theater is the most wholesome amusement and relaxation, and in thus reaching the people urge them not to forget the many things done by the producers, actors, picture theater owners and exhibitors in behalf of the Liberty Loan and Red Cross. J. A. Quinn of the Rialto Theater said no better time could befound than the present moment to establish a strong campaign in behalf of theaters, to go to the teachers and school board and ask them to correct any impression that might have been made on children as to staying away from the theater. He pointed to the fact that President Wilson at one time said: "The moving picture is helping win the war"; that public information comes to a great extent from the weekly news reels of the varioirs producers and that the Public Information Bureau in Washington relies heavily upon the moving picture screens of the country to bring before the people the activities of the army and navy, etc. He suggested that action be takn at once. An exhibitor from Pasadena said the only salvation for this business would be to get President Wilson to do something. Mr. MacDonald said he was in favor of Mr. Ince's suggestion of an efficient publicity campaign. Mr. Lasky offered the services of his publicity department. A resolution was passed immediately to launch a campaign. A committee was appointed with J. A. Quinn as chairman. The campaign will interview the Chambers of Commerce, Board of Education and consult with the newspapers. Another mass meeting will be called within a few days. G. P. H. FAMOUS PLAYERS -LASKY EXCHANGE PROMOTIONS. A number of changes in the personnel of exchange offices of the Famous Players-Lasky Corporation throughout the country resulted in many recent promotions for members of the organization. Among these are J. W. Allen to special representative, C. Lang Cobb to special representative, temporarily managing the Buffalo exchange; Oscar Morgan to manager of the Washington office, M. H. Cohn to manager of the Denver branch, F. B. McCracken to manager of the Salt Lake City branch, P. C. Wreath to manager of St. Louis exchange, M. H. Lewis to manager of the San Francisco office and J. J. Halsted to manager of Los Angeles branch. Several new appointments include H. H. Buxbaum as special representative, R. R. Rich as assistant manager of the Cincinnati office, G. E. McKean as special salesman in Kansas City district and L. Rogers as assistant manager of the New York exchange. SELECT TO HAVE CANADIAN EXCHANGES. Announcement has been made in Toronto that the Select Pictures Corporation of New York has made arrangements for its own distribution throughout Canada. Phil Kauffman, sales manager of the Regal Films, Limited, is named as general manager for Canada for the Select interests, and he has visited New York City to arrange for the opening of direct branches in Toronto, Montreal, Winnipeg, Vaucouver and St. John. Mr. Kaufman was at one time sales manager for the Famous Players Film Service, Limited, former Canadian distributors for Select releases. BERST WITH DIVISION OF FILMS. J. A. Berst, formerly vice president and general manager of Pathe, has been engaged to manage the distribution of the pictures distributed by the Division of Films of the Committee of Public Information. He takes the place of G. A. Smith, who has been called to the service.