Motion Picture Herald (Jul-Aug 1936)

80 MOTION PICTURE HERALD July 2 5, 19 3 6 FEW CHANCES IN PERSONNEL {Continued from preceding page) overt act or ungentlemanly deed has been recorded against a single exhibitor since Jiniral Johnson's blue eagle bit the dust. As for the theatres, probably no town of comparable size could boast of a more peaceful and easy-going atmosphere than is found in Omaha. Admission prices have hardly varied a nickel's worth in five years, save for occasional stage shows when the ante is hiked. First run matinees have been 25 cents weekdays since the talkies began talking; 35 cents on Sundays; while night shows get 40 cents. The so-called deluxe neighborhood houses get 20 cents ; the next group 15 cents, and there is one circuit of. three houses charging a dime. Omaha is the district office for Nebraska and western Iowa for the A. H. Blank circuit. District manager is E. R. Cummings, who oversees five towns with two houses in each. The circuit operates its own advertising office here with Charles Schlaifer as manager. The latter takes the entire burden of advertising, exploitation, co-op ads, etc., for both Omaha Blank houses, and also for the Paramount, 2,900-seat deluxer, when open, which is kept dark in order that business can be kept concentrated in the two downtown houses. There are only three or four suburban houses that rate a "deluxe" classification, with only two or three being even new build "Have You Contributed Lately}" MORE PHOTOMONTAGE. Another of the unique photomontage enlargements used by publicist Lapinere for the date on M-G-M's "Night at the Opera" at the Paris Olympia Theatre. ings. To the credit of the second and subsequent run houses, it should be pointed out they have been operating consistently with hardly any turnover in management or ownership for a long period of years, thus showing them to be stable and fair moneymakers. The division between suburban and downtown business has been at an even keel with little variation in favor of either. The suburbans live, and live well. The three downtown circuit houses are nearly always in the profit column. The theatres, both downtown and in the. suburbs, suffer keenest from competition from outside sources in the late spring and summer. The biggest drain on amusement money comes from the local Ak-Sar-Ben race track which operates from May 31 to July 4. Immediately after that is over, all the local bookies and gambling houses reopen (illegally), having shut down because of a gentlemen's agreement not to compete with a home industry during its short season of operation. Bookies operating the other 10 and a half months do an enormous gambling business. Night Clubs Called Competitive Other big summertime outlets for amusement money are the numerous outdoor nightclubs which operate all around the city's borders. Some of the clubs are cheap and prices are low enough to permit an employe in the lowest salary brackets to pass up a 15-cent neighborhood show and go to a "night club" and spend 60 cents on six large beers with dancing free for himself and his gal. Showmen have come to know the night clubs as painful competitors, but there's nothing they can do about it. They just happen to head a list of the other summertime diversions, such as pools, parks, joyriding, golf, tennis, etc. Somehow, the downtown first run houses feel the pinch less than the suburbans, possibly because they are equipped with superior cooling plants. Omaha's parking situation, like most cities, is in something of a mess, year in and year out. To begin with, some of the downtown streets could be wider. Parking lots are not handily located and garages downtown have a tendency to soak night theatre patrons. Transportation Facilities Criticized As for transportation facilities, before last year's disastrous and bloody street car strike, the local system of trams was one of the best in the country. The city is covered adequately with trolleys and busses and the service was fine until the late trouble with the union and company staging the fireworks. The tram company has never resumed its former fine service, though it is adequate enough even now. Culturally, Omaha rates as a rather weak show town. Some go so far as to allege the town's taste is generally below par ; that it is still frontier in its attitude. It once supported a fine symphony, but gave it up after a number of years. Finer photoplays are quite consistently neglected and starved out. Omaha is one of the few, if any key cities, that saw fit not to give "The Informer" a second run following its being given the Academy award. Elizabeth Bergner's "Escape Me Never" set a new low at the Orpheum, a glance at the Motion Picture Herald theatre receipts section will show. Whether the show-going public reads the reviews or not can't be ascertained, but it is a known fact a panning has never been known to affect grosses. A race review is helpful, but never a dominant factor. Handling picture reviews is Keith Wilson for the World-Herald, and Jake (Jack Reel) Rachman for the Bee-News. Wilson, a year out of college, stepped into the critical shoes of the well-known Keene Abgott, who retired last June after 32 years of reviewing shows of every kind. Wilson surprised everyone with his capability and sound judgment. For a youth he keeps his critical blasts temperate. Jake Rachman is naturally governed by the well-known Hearst policy regarding motion pictures. Rachman, despite his imposed handicaps, has a definite reading public. He conducts a column of breezy show chatter called "Aisle Say," which is 90 per cent film stuff. Likewise he edits another column called "Round the Town" in which considerable theatre news is injected. "Have You Contributed Lately?" Birthday Party Given George Rotsky It has just come to the attention of this department that a birthday party was given in honor of George Rotsky, Palace Theatre, Montreal, invitations being extended to his family, personal friends, local press, theatremen and Montreal film lights. The party started at midnight with 150 on hand, leading artists of night clubs and cabarets entertained and two orchestras played dance music. "Have You Contributed Lately?" Collins Circularizes Nightingale Club K. T. Collins, Apollo Theatre, Indianapolis, Ind., began his "White Angel" campaign by mailing announcements to the local Florence Nightingale Club over his signature urging them to see the film. Department stores, bus stations, libraries, cafes, etc., cooperated. "Have You Contributed Lately?" ATMOSPHERIC FRONT. Ken King, Melba Theatre, Batesville, Ark., covered his entire front with compo board on which pine trees were painted on "Lonesome Pine." Note display of scene stills.