Motion Picture News (May-Jun 1925)

June 20 , 19 2 5 3043 Greater M o vie s e a s o n PI a n s By Will H. Hays, President, Motion Picture Producers and Distributors of America, Inc. GREATER MOVIE SEASON has been tried. It has proved that it is profitable to all exhibitors who participate in it. In the Northwest, in the South, in California, large and small ex-' hibitors, having seen direct and lasting good results, have also predicted still greater possibilities in the making of the season a national affair with a national service bureau to handle the details. Exhibitors have requested me to establish that. Last year H. M. Richey, general manager of the Motion Picture Theatre Owners of Michigan, Inc., defen-ed a Greater Movie Season camjiaign until 1925 in order to have behind his effort the force of a national drive. In 1922 when I attended the opening of the "Northwest Go to Movie Week" in Minneapolis, W. A. Steffes, chairman of the Allied States Organization, pointed out how much could be achieved by complete cooperation. In Philadelphia and New Orleans, I am informed, similar movements were individually successful. In San Francisco for three years, in Los Angeles and smaller California towns last year Greater Movie Season was a great stimulant and the men back of the campaigns have continuallj^ urged a National Movement. Where exhibitors have united and worked in harmony, results never have failed to exceed expectations. Greater Movie Season answers what many theatres have asked for: one undivided effort to lift summer business and build permanently throughout the Fall. Bakersfield, Calif'., concentrated upon Greater Movie Season last year and theatres there broke all house records, according to the statement of Harry C. Arthur, Jr., then general manager of West Coast Theatres, Inc. In other towns located in the same valley as Bakersfield where no effort was made, business remained poor. What is true of Bakersfield may be true elsewhere. Movie Season Campaign Launched in Chicago LOUIS BRAGER, special representative for the M. P. P. D. A., reports that the Chicago campaign for the Greater Movie Season already is under way under the leadership of Ralph T. Kettering of Jones, Linick and Schaefer. At a meeting of the Chicago publicity and exploitation men, presided over by Mr. Brager, Kettering was selected general manager, Louis P. Kramer, chairman of the publicity committee, and Dan Roche, Charles Raymond, Lloyd Lewis, Russell Moon, Al Sobler, and Harry Earle to the executive committee. William Hollender of Balaban and Katz will supervise all advertising. According to tentative plans a mass meeting will be held this week with the leading Chicago exhibitors in attendance. The entire campaign will be outlined and funds raised to carry it to a successful conclusion. Greater Movie Season presents no advantages that are exclusive to large theatre circuits, whose annual gross cqn pretty well be reckoned in advance and expenditures arranged to fit that figure. I have in mind the smaller exhibitor, working from month to month, who usually can hope only that July and August will be no worse than last year. Here we believe is a means that will make them better. He can beat the summer depression by cooperating with his fellow exhibitors who face the same problems; by organizing a committee and appointing one general manager and allocating to each member some specific share of the local campaign for which we have laid the general foundation. This national service bureau has no huge appropriation to spend. We have provided, however, the necessary funds for establish ing a staff competent to secure, first, the active cooperation of public bodies with millions of members who naturally include their share of those who attend motion pictures only when specially urged; to effect commercial tie-ups by which national advei*tising and window displays throughout the United States will carry the "Go-to-Movies" theme ; to provide advertising and publicity for exhibitors' own use ; to syndicate and publish through newspapers and maga^jHe^ material that will help to build respect an^ added patronage for motion pictures ; to furnish exploitation service by mail, and in per^ son when possible, to exhibitor committees;" and to prepare for theatres posters and accessories that will be sold at cost. The campaign has aspects wider than to increase patronage during a certain definite period. August has been chosen for the business stimulant which any great national drive coming at a more or less dead and unexpected time, must entail. Greater Movie Season begins then. It continues — not for a week or a month, but for as long as theatres, by the entertainment they afford, .justify the enthusiastic support that this season will insj)ire nationally. Our exploitation men will work with exhibitor committee. Our staff will continue to promote motion picture interest wherever the written or spoken word can aid in patronage and good-will ; and I feel that to the extent that the theatres will accept that aid and operate collectively their business will reflect the effort. The members of our association realize that in order for this campaign to be a success, they must supply pictures of a quality worthy of such a demonstration so that when the people go to see the Greater Movie Season pictures they will be satisfied that what we have said about the improvement in motion picture entertainment is true. The campaign will arouse interest in motion pictures, but it will be the programs themselves that will be tlie final testimony that will win the case. TheyVe better than even Its GREATER MOVIE SEASON Left, window card, and right, block one-sheet, for Greater Movie Season; centre, type of book window display to be used by book stores iii, connection with photoplay editions during Greater Movie Season.