Motion Picture Herald (Jul-Aug 1948)

jPENINS EDITORIAL PAGE OF THE FIRST ISSUE, 1923 J TT A mofitiily stipplt-mrru to "h tiiihitors in m/ii. and io pronjDtr tl gtjidancc of cxiiihitors in mni By H, A. . ORE 'ice-president , American Bond & Mortgage Vompany OR-S J Oiiuii'iiig ^ quite :i tneat: c bonds ; the : and tov appeal litter is about to build a nezv ivhat \tke 25 Yeors 7/io# Make an Epoch ^More THE motion picture theatre is a functioning part of the art, quite as much as the seat of the industry. We who have been at work in and with it through this commemorated quarter 'of a century, know how significant the contribution of the theatre is, by remembering where the screen theatre started and how it has so progressively grown — and continues to grow — since. The development of the screen theatre those 25 years ago was catching step with the onward march of the "picture show" into the dignity of the motion picture. There is meaning in the fact that while the products of the camera were becoming more and more something to see, the great expansive ccceptance by the American public brought showmanly recognition of the motion picture theatre's opportunity, and its social responsibility to be "some place to go." The story is yet to be written of how much that has been, and continues to be, a constructive contribution to our popular culture and standards of living. Good theatre showmanship has given the millions a demonstration of good order, housekeeping discipline, cleanliness and luxury, with touches of beauty and grace of decor. On this Silver Anniversary, we ask you to remember with us that these pages have ever been dedicated to the purposes and causes of the title "BETTER THEATRES". MARTIN pUISLEY or<k r |ur ad~ hot! Id lot thc |<ler to Ther« lecMred i>iacc that Ireturti Tioney j>wfK>rs uts, all |ti> this nave I h e<! Ick to Invarifesuits |r a!\<l A» ring Ig hi? Ike to iTi-iort :«ibic. Isniall Iter tn Inatrcr Iwoufd, Hly not be for a very large try a great • of ^the cost of the orojcct. imrrh: as a rule do ttot look with nntch have upon theatr-* — orepertiei and any handi- 'Jge taken bjT'them is likely tr> he feeling that grsncipaily upon the value of tiie successftti > ihc balance of the funds sseccs ■ can get '•'.r and above the owner's ovvn in !r. than ' ■ xhoiitd be raised through the throitgh h:s -1, me rotsnies who do not if he to handle to scH it We have tc^snid ihat a ratlier !;<;rraiid!:i i3H;-.take which ha<; i)cen !»a<k that of olrer-ing stock for j;aUr on the iristalhnent plan. I'niess arrangcnicnts casi iic made With a h:uik in advance to discount tlie notes, thss ohm is wholly uiiadaptaisle It is necessary to havf the fnqds ronse lasfer thiat? they cotne in uisder ihc :;;irtial t>ajf!5e!!t pian. Local Merchants a Source ' We have t'otnui that in a great Cities theatre ov, ner.s ha%c-hcen able to xct Of.nte a httk' stmport froni Isjtai bys• who would f)'' heat re in the cc>5 would he much greater if the^e nien ' ^-e lined xtp before the stock is gen o the orshhc. . : !■: busifiCNN HSen and fttercnants cats Ise hned ut>' it i> verv hi.dpful and we have found .some ' i-TODOsitions where the'^e men have beet! gpven a good iiontjs of Common Stock to g-et behind ■iuch an enterprise :ev have aiso agreed to act a.s . <io that it gives the conit>anv and the tn vestor feeis that ?^ ri\e very re sponsible men of tbt . .uni?v looking <w! for his i!>terest Urges Participating Features In conclusion I would say that the prtncipai mistake that most owners have made, has been in trying to keep the whole thing tor thenTielve"; and not per.misting the. investor and others whose support wcndd he valuable, to participate in whatever profits mig-ht accrue. This has repc-:'-;n;; .•>>,,, >-: "«i;.if sliort ■iighter: : n<u work ;i. ;;, Stars Indicate Better Theatres ' In order that exhibitors may readily , dbtingulsh th« issue. of Exhibitors H«aid in tb«ir fiks which contains the Better Theatres -section, attention is called to the fact that this issue will contain two stars on the "backbone" of the book. Better Theatres will be published every fourth week and its .^,uthori.tative treatment af theatre construction, equipment and decoration makes it a valuable refertnct volume on these sobjects. 1(9