Motion Picture News (Jul-Oct 1914)

THE MOTION PICTURE NEWS LAYS STRESS ON VENTILATION COURTESY AN ASSET THAT the personal equation plays a large part in the success of the motion picture house i^ the belief of Frank J. Chadwick. manager of the Olympia Theatre at 953-55 Elizabeth avenue, Elizabeth, N. J. Mr. Chadwick believes that a pleasant "Howdy"' or "Good Afternoon" is worth dollars and cents to the motion picture man, and he says his experience has proved it. During performances Mr. Chadwick is always to be found in the foyer of his theatre where he extends a cheery greeting to every one who comes in. He talks politics with the men, chats neighborhood gossip with the women, and "kids" the youngsters. As a result his audiences know him and he knows his audiences, and mutual benefit is derived. He has played to good business all summer. On warm nights everyone who enters the Olympia Theatre is presented with a fan. These fans were shipped to Mr. Chadwick by a baby food concern free of cost, so the plan costs him nothing, but has been very favorably received. Every Tuesday copies of "Movies," the official publication of the General Film Company, are distributed in the theatre and Mr. Chadwick says they draw just as many people to his place as a feature picture would. And they are far less expensive. On the front cover of "Movies" generally appears the photograph of one of the General Film stars, and Mr. Chadwick always tries to book a photoplay in which this star appears. HIS CHILD IN FILMS CHARLEY FRANKE, proprietor of the Airdome, Twenty-eighth and Farnam streets, Omaha, has started a fad that is likely to become popular. He has had films 300 feet long taken of his little daughter for the last three years and intends to have a film taken of her once every year. "While it costs more than an ordinary photograph, just -think how valuable it will be to her when she is grown up," he said. The local newspapers have been giving his innovation wide publicity and several of the wealthier class have engaged the services of local motion picture machine men to take short films of their children. Franke showed the picture of his little girl on the screen at his theatre and it made a decided hit. "I have a 65-ampier machine that insures the distinctness of the pictures, and I choose the pictures that will suit my patrons — pretty dramas, good comedies, educational and scenic pictures. I take plenty of time to pick out my pictures," said Mr. Franke. "Hp HE importance of proper venA tilation in the conduct of a successful motion picture theatre is something too many managers overlook,'' says David Levinson, secretary and general director of the Novelty Amusement Company in a large American city. "When I started in the business I first used a disinfectant which was then being tried out in a number of houses as a substitute for natural ventilation. Artificial means, however, were soon discarded. After making a • few changes in the house and by opening the theatre every morning and keeping it open to within a short time of the beginning of the day's program the problem was successfully solved. Any disagreeable odor in a house will certainly prove harmful and more ef?ectively than probably any other cause drive away the very class of patron most desired by a first-class theatre." To combat rowdyism of the mischievous, and often pernicious small boy, and the admission of persons who are under the influence of liquor are frequently the source of much annoyance to the picture theatre manager. Mr. Levinson early in his career had his share of trouble along this line and the rules which he has evolved through experience have TM. RENNE, manager of the • Opera House at Ypsilanti, Mich., has turned into a successful motion picture theatre a house which was an elephant on the hands of the original owners. He has done it all with a pleasant smile and an intelligent catering to the particular patronage which he draws. The Opera House cost him $9,000. It seats 840. To fill it up nightly at ten cents a seat meant a tidy income. To have it nearly empty meant a loss. Ypsilanti is a college town. Mr. Renne arranged to get a program of features that would appeal to intellectual people. Once or twice a week he runs a six-reel feature of a high order, no blood and thunder stuff. When he wanted to open up on Sundays he got a classic — "Joan of Arc," to name the picture. He gave a free matinee for school children. He invited the city officials in. He petitioned the council. The city fathers said if he would run religious, historical or educational pictures on Sundays he might operate the house on Sunday. They were mighty pleased. Mr. Renne depends on his lobby display and word of mouth of his patrons to fill the house. He has a 60-foot lobby and he is liberal with the pictures and the posters. He has proven highly gratifying and, he claims, have played no small part in bringing success to the Novelty. "I reserve the right to refuse admission to any person whom I think might prove objectionable to other patrons of the house. I will not sell admission to anyone who has been drinking, for such a person, if allowed inside, might fall asleep or become ill. "Not so very long ago," he says in recounting an experience he recently had with an intoxicated person, "a man whom I knew by sight as a frequent visitor to the' theatre came up to the window and asked for a ticket. I e.xplained to him that I could not admit him to the theatre while he was in his present condition. At first he was insistent and inclined to be angry, but finally I prevailed upon him to go away. The next day he sought me out and thanked me for my action in refusing him admission. Of course, I might have made an enemy of this man, but he was a sensible sort of fellow and, instead, became a friend. 'T have been threatened with a lawsuit because some boys were ejected from the theatre for rowdyism. The price of admission was returned to the boys at the time they were ejected and the threatened suit is causing me no concern. At all hazards I intend to maintain a respectable theatre." tried the local papers for advertising purposes, but says he does not see results. If he could get satisfactory rates with Detroit papers which circulate largely in Ypsilanti he would use them, but their rates are high. Mr. Renne has the color question to meet in Ypsilanti. He insists that negroes, of whom there are a large number in Ypsilanti, take seats in the gallery of his house. Recently suit was brought by Alfred Sanderson, of the Cleary Business College, to force Renne to give him access to the lower floor of the theatre. Prosecuting Attorney John Burke conducted the case for the negro in justice court. General John P. Kirk represented Renne. It was really hoped that a verdict might be given for the negro, that an appeal might be taken to the circuit court and a more authoritative ruling secured, but on two trials the jury disagreed, the first, one for conviction, four for acquittal; the second, two for conviction, four for acquittal. On a third trial the jury acquitted Renne, holding that a theatre manager has a right to say where patrons of his theatre shall sit. Trial was then brought by a second negro, a companion of Sanderson, and a similar verdict secured. MAKING A *' WHITE ELEPHANT" PROFITABLE