Motion Picture News (Sep-Oct 1923)

September 8 , 1023 1173 Papers Change Attitude on Pictures LYXDE DEMO, publicity editor for First National, has just completed a trip through the East, South and Middle West, made for the purpose of studying publicity conditions in the key cities. Mis observations of the responsiveness on the part of newspapers are revealed in the following article. — Editor's Note. Conservative newspapers in the key cities are opening their columns more freely to motion pictures. Visiting the distribution centers in the East, Middle West, and South affords ample evidence of an increasingly receptive attitude. Many are running daily columns conducted by photoplay editors who do not sit in the ante-room of the advertising office ; others are contemplating the launching of such columns and the enlargement of weekly departments with the opening of the fall season. Why this change of front which means new publicity channels the value of which can scarcely be overestimated — papers like the Kansas City Star, morning, evening and Sunday, with its wonderful circulation of approximately 250,000, dominating an entire section of the country, and the Indianapolis News and the Louisville Courier-Journal, to mention three news mediums of national fame? Produce Copy Not Suitable Envelopes bulging with sheets of mimeographed copy have not changed the attitude of publishers. These envelopes still arrive and the larger part of their contents slides into the waste basket unread. Neither can we turn to such venerable arguments as the comparative reader interest in baseball and motion pictures and conclude that at last they have carried conviction. In most instances they have been tried and found wanting. Nor may credit for the present encouraging condition be appropriated by advertising departments, save in a secondary capacity. Sporadic advertising campaigns may have had a temporary, but not a lasting effect. They did not move the rock from before the door of the editor's office. It seems fairer to conclude that the changing attitude is due to improved conditions brought about by exhibitors with the vision, artistic discrimination and courage needed to elevate a motion picture house into a local institution. Men like Robert Lieber, of Indianapolis; Sam Katz, of Chicago; John H. Kunsky, of Detroit; Guy Wonders, of Baltimore; A. H. Blank, of Des Moines; Harry Crandall, of Washington; the Skouras Brothers, of St. Louis, and Harry Davis, of Pittsburgh, have won the respect of newspaper editors by reason of their accomplishments. No newspaper can afford to ignore a town institution patronized by men and women regarded as the best patrons of the big advertisers. Every city has its best hotel, its churches, its country club, and its leading theatres around which the life of the community centers. One of the annoying problems is that of finding parking space for ears, and between 7:30 and 11 o'clock in the evening thf By Lynde Denig, of First National Harrison Ford surrounded by the twelve most beautiful girls in Hollywood, so voted by a competent committee. They will appear in B. P. Schulberg's production, " Maytime." spaces most in demand are in the neighborhood of the most popular picture theatres. Main street's exclusive society is among those present. If the president of the Woman's Club has any fault to find with a picture she writes her complaint to the editor. If efficient co-operation is wanted for a local charity, the aid of the theatre manager is enlisted; the children of " the best people " and the debutantes appear on the stage in prologues; box parties are given at the picture theatre instead of the legitimate house which is fortunate if it gets one traveling show a week, and the manager is personally acquainted with the newspaper publishers and the prominent merchants of the city. Picture Theatres Essential in Community What is the result"? Irrespective of advertising, although, of course, current attractions are advertised, conservative newspapers are coming to look upon the better picture theatres as an essential factor in the life of the city, which must be covered adequately in their columns. Exhibitors who have placed their houses on this high plane are carefully guarding their enviable position. Dignity, richness, good taste are the corner-stones on which they have built and care is being taken that the structure shall not be endangered by cheap, catchpenny exploitation. They are looking to the newspapers to reach their public and any stunt likely to bring a kick-back is taboo. If a composite portrait were made of the motion picture editor in the key cities of the Middle West and South it would represent a rather keen young man of about thirty years seated at a desk with a pile of unopened envelopes in front of him. He is generally college bred. He has a strong conviction that bears out this conviction, the waste basket is 90 per cent, of the contents of the envelopes handy. He is not a rewrite man, and he wonders how publicity writers hold their jobs. He wants good stuff that doesn't read like canned publicity mailed to the complete list of newspapers in the American Newspaper Annual. Also, he cannot understand why companies persist in sending him mats when he uses only photographs. Then he is a bit annoyed at mail being addressed to his predecessor who left the paper some two years ago. He feels that there must be a quantity of interesting material about players and productions which he never gets. Photoplay Editor in Receptive Mood He is at his desk waiting, however, and when it comes there will be no need for consulting the advertising manager. Just one more comment. There should be a companion portrait of the woman photoplay editor. She is becoming increasingly numerous. Young, attractive, clever, she may be a bit difficult to please. But the effort is worth while. Chicago to Hold Censor Examination The Civil Service Commission has asked the assistance of Mrs. Charles E. Meriiam, wife of a Chicago University professor, in holding the examination for motion picture censors on September 15. This will be the third examination in the last six months,, as there had been no successful candidates at previous tests. The position pays the minimum salarv of $1,500 yearly. Delaware Charters Granted Picture Concerns Recent Delaware charters include: Harvey Sherman Production Corporation, to deal in motion pictures, films, etc., $750,000; the Altruart Holding Company, to own and exhibit motion pictures, $500.00*0; Lande Film Company to distribute and exhibit films and motion pictures, $25,000. The capital increase sought was granted to the Riviera Theatre concern from the old capital of $300,000 to a $700,000. new sum, Fox w E can't do business without THE NEWS. Kendrick Will Direct Denver Houses H. M. S. Kendrick, who for many months has held an executive position on the staff of John Zanft, vice-president and general manager of the William Fox Circuit of Theatres, was promoted this week to the position of managing director of all the Fox theatres in Denver. They are the Rivoli, Isis, Plaza, and Strand. Mr. Kendrick is an old showman and has been identified with the theatre for many years. His immediate task will be the preparation of the Colorado locality for the exhihibition of the 25 special productions announced on the release schedule of Fox Film Corporation for the season of 1923-24. E. M. MacFarland, Kewaunee Opera House, Kewaunee, Wis.