Motion Picture News (Jul-Oct 1914)

THE MOTION PICTURE NEWS 25 Advertising Reform in Los Angeles Newspapers and Billboards Have Superseded the Old Methods, Which Held that Lobby Display Was the Sole Necessity — Twenty-four Sheets in Wide Use — A Theatre for Women Only — Old Pickford Films Popular on the Coast special to The Motion Picture News LOS ANGELES motion picture theatres have abandoned the old idea that advertising outside of "paper" in the lobby was not needed, and now practically all of the downtown theatre managers use space in newspapers, and billboards to a more or less extent. Of the local papers, however, the bulk of the advertising is carried by the "Tribune," a morning paper, which contains a motion picture page Monday^and Thursday of each week. In this paper every downtown theatre charging ten cents or more admission is represented, along with the most successful five-cent houses. In Los Angeles there are many studios, and the news of the manufacturers, photoplayers and theatres is used on the page. It has proven a very attractive feature of the paper, and all exhibitors are able to trace good returns from their advertising. The larger theatres — Clune's Auditorium, Clune's Broadway, Woodley's Theatre, Miller's Theatre and Tally's Broadway Theatre — use billboards in addition to their newspaper advertising. In some instances as many as forty and fifty twenty-four sheets with date Imes are used. Miller's, Clune's and Woodley's all have a number of painted boards that are changed once in three or four months. The use of less than twenty-four sheet stands is used only when the larger paper cannot be secured. WHILE the exhibitors here are not as yet users of large space, from one to ten inches being the size of the advertisements, they are, one by one, seeing the folly of using one sheets as compared with the twentyfour sheets and applying the logic to their newspaper space. Suburban theatres depend almost entirely upon the "paper" displayed in their lobbies. Some use handbills once or twice each week. Practically every neighborhood is treated to a liberal supply of cheap poster-paper handbills each day, and some managers have come to the conclusion that this form of advertising is almost worthless here because it has been overdone. HERE'S a new one. A motion picture theatre for ladies only. Los Angeles, during the past week, has seen the passing of two more five-cent motion picture theatres. The Rex has been closed permanently because of poor business, and the Shell, owned by W. H. Clune, has been transformed into a very comfortable place of amusement with all new furnishings and equipment, as well as handsome new marble front, where the admission fee will be ten cents. The latter was reopened Sunday night, July 19, and in the future will be known as the Exclusive. Through the newspapers it was announced that the Exclusive is for ladies and children only, and men will be admitted only when accompanied by escorts. The advertisements also stated the management intended to show pictures of interest to women and educationals. "All gun play, fighting and slapstick comedy is on the tabooed list," Mr. Clune said in speaking of the new house. "My manager will co-operate with the women members of the local censor board and attempt to secure pictures that will be most pleasing. Educational films will have a place on the program at all times. "TTTHY did I make it the ExcluVV sive, for ladies? Well, if you have frequented downtown motion picture theatres, you will have noticed that mashers, or would-be mashers are numerous, despite the stringent city ordinances prohibiting flirting. These mashers find the darkened interiors of the theatres excellent places to while away their hours. Frequently they drive girls and women from the theatres by their persistent efforts to flirt. "I believe the women of Los Angeles, and any city as far as that is concerned, will welcome an opportunity of attending a motion picture theatre where this masher is kept out." The theatre has a seating capacity of about four hundred and occupies a former store room, now equipped with a suitable ventilating system. For the present, at least, an exclusively Universal program will be presented. Since the announcement of the Universal Film Manufacturing Company relative to reprint releases of Mary Pickford pictures has been received in Los Angeles, Miss Pickford has become the star of many screens — and all at the same time. Last week four of the downtown shopping district theatres were showing Mary Pickford, and the same condition exists this week. Every reel of local exchanges, in which Miss Pickford is portrayed, is in daily use, either downtown or in the suburbs. From the small town exhibitors come calls for Mary Pickford pictures and the demand is beyond the supply. In practically all of the downtown theatres announcements appeared on the screen prior to the projection of the Pickford film, stating that the next picture was an old favorite, and no attempt was made to mislead the public — -after the public had entered the theatre. LEWIS LOEB, for the past year with the Los Angeles General Film Company exchange, has accepted the management of the World Film Corporation exchange in that city. John Tuttle, who formerly conducted the Bijou Theatre, 565 South Main street, which was closed about two months ago, is now managing the St. Andrews Theatre at Jefferson and St. Andrews streets-, Los Angeles, which is owned by Kelso Brothers. There was an unusual array of baby carriages in the lobby of the Globe Theatre, Central and Jefferson streets, owned by Judge A. P. Tugwell, president of the Southern California Motion Picture Men's Association, Sunday evening, there being one hundred and thirty-two by actual count. The Judge was asked to explain, and the only answer he could give was that his theatre was the center of a very prolific neighborhood. "This is a sight that would make Teddy's teeth appear," he said, "and about the only reason I can give for the number is that their parents have learned that the Globe has a wellbalanced program every night. "The first three evenings of each week we use Universal pictures. Mutual reels the next three nights, and Sunday evening we have on features. The price of admission is but five cents, six reels are shown and every one is a good one, and yes, they know we will look after the little fellows' carriages." The Globe has a seating capacity of 900 and was the first suburban theatre of Los Angeles to make a daily change of program. J. C. Jessen.