Motion Picture News (Jul-Oct 1914)

THE MOTION PICTURE NEWS 41 I IH0W j^xbibitors Bdvertise SMOKING PRIVILEGE DRAWS CROWDS HATS AND ADVERTISING HATS and the motion picture business have but little in common, and no one would expect an exhibitor to get any free advertising out of hats, especially if they were men's hats. But Otto Meister, manager of the Vaudette Theatre in Milwaukee, put one over on the papers that got him lots of space and put the name of his theatre and his own name before the public. Mr. Meister one very hot afternoon last week got word to the various papers that he had a good story for them, and if they would send a reporter around he might be persuaded to give it out. When the reporters arrived they were met on the outside of the theatre by Mr. Meister, who was bareheaded. He then unfolded to them a wondrous story of a nohat club, and submitted to them a list of names of those who were charter members. He also told them how the members of this club were 10 march from his theatre to the lake front on a certain day and throw their hats into Lake Michigan. The story was gleefully pounced upon and given to the public, embellished with Mr. "Nleister's picture. The parade has not taken place yet, and though Mr. ]\Ieister bravely appears in public without his headgear, his fellow exhibitors accuse him of putting over a slick bit of press work. Mr. Meister, however, denies the accusation, and points to his list of club member-s as evidence of good faitli. WISE THOUGHTFULNESS THE Wonderland Theatre in Kansas City , believes in comfort for its patrons. That, perhaps, explains the announcement the operator there throws upon the screen at the beginning of every performance: ICE WATER At the Fountain on the Right The Wonderland is located near the business center of Kansas City, and many of its patrons are shoppers and workers. They often are tired and thirsty — hence the sign and the fountain. While it, in itself, may not affect the patrons, the idea at least is calculated to show them that the management is interested not only in the nickels and dimes paid in at the boxoffice, but that it is interested as well in the comfort and welfare of the patrons. The theatre has just been remodeled. THE Palace, in Washington, D. C, one of the Brylawski chain of theatres, is offering an innovation by the sign, "You may smoke while seeing the pictures." The supposition was that this privilege would turn this theatre into a "man's theatre," but such has by no means proved the case, as is shown by a glance at the spectators that daily attend the Palace. Nor has this lowered the social standard of the theatre, which ranks among the first in this respect. What "smoking while seeing the pictures" has done for the Palace has been to almost double its box-office receipts. Speaking to the manager on the change, this information was gathered: "The permission to smoke at the Palace has catered to the men who wish a little recreation while smoking after luncheon, and also before returning home after leaving their place of business. The fact that this house is in the busy downtown district gives the business men just the relaxation they want. "j\Iany men must have a smoke after luncheon, and they wish a rest a'; the same time. They do not wish to walk the streets, remain in a restaurant, nor yet hold up the walls of large buildings. Again, some men like a relaxation after leaving their desks, and the motion pictures have proved to be 'just the thing,' but among this class are many who would be just a little happier if they could smoke at the same time. The Palace is supplying this desire also. I venture to say it is keeping many a man out of the barroom. "Nor is the smoke offensive," went on the manager, "for the electric fans soon circulate and remove it. The fire marshal has not found any reason to add any restrictions to those v.'hich govern all picture houses, and during our short experience with smoking in the Palace, we have found no causes for fire scares." As an inducement to the men patrons, the lobby contains a neat automatic cigar salesman, where many brands may be had for the dropping ing of a nickel or dime. A light is also provided. It was noted, while observing the spectators, that having the privilege to smoke was not conducive to keeping a man constantly puffing at his cigar. He seemed more to have the desire to finish a cigar already begun, and not to be compelled to throw it away on entering the theatre and to begin a cigar which frequently went out in his hand during his interest in the pictures. A FAN FOR THE FANS HE Savoy Theatre, the only firstrun house in the business section with an admission price of five cents, which is located across from the Prince Theatre, on the corner of Main and Forsyth streets, Jacksonville, Fla., has taken advantage of the warm weather and is giving a fan with every ticket sold. This fan is for "fans," and it is practically certain that a large number, whether devotees of the Mutual program, which the Savoy runs, the General Film program or the Universal program, will keep the favor on account of the twenty-eight clear pictures of favorite stars which are arranged in an attractive and not gaudy layout on the face of the fan. On the back is a simple, and therefore attractive, advertisement of the theatre and its program. The back of the fan reads: MUTUAL MOVIES MAKE TIME FLY at SAVOY THEATRE 5 cents. It doesn't cost much and, while the theatre is well ventilated, it is appreciated by the patrons and helps to bring them back. GETS LOCAL SOCIETIES INTERESTED Manager A. D. Treloar, of the Hippodrome, Moss Point, Miss., has built up considerable patronage by the cooperation of the various societies of the town. He has willingly devoted his receipts to various organizations, recent performances having been under the auspices of the Methodist Ladies Aid Society and the Civic League. He is getting free first page matter in the local weekly with every issue and is rapidly increasing his patronage. FOURTH EXCELSIOR FILM UNDER WAY The third picture of the Excelsior Feature Film Company, Inc., is now completed and work has been commenced on the fourth. The scenarios from both the second and third pictures are takeii from well-known books. The second will be relea.^ed some time in August. / \