Motion Picture News (Oct 1914-Jan 1915)

V December 26, 1914. MOTION PICTURE NEWS 29 EDITOR'S NOTE. — It is the desire of "Motion Picture News" to include under this heading novel advertising ideas, successful schemes in the management, decoration and equipment of the theatre — everything, in fact, done by the exhibitor to stimulate his trade. We invite every exhibitor to write us about any new enterprise he has; also to come to us for advice or information along any line. Address: Editor, "Motion Picture News," 220 West Forty-second Street, New York City THEATRES CANNOT DEPEND SOLELY UPON LOCA HON N account of its location that house V-/ will run itself," said the interviewer to A. J. Gillingham, the owner of a leadingWoodward avenue picture theatre, in Detroit. "Don't you think so," came the answer right back. "Whenever a theatre in a good location does a big business, people get the impression that the house will take care of itself. That is absolutely wrong. The better the location, the more attention a theatre needs. "Take in our particular theatre ; our people demand a lot of personal attention and must have courteous treatment from the ticket seller to the ticket taker, to the usher and to the boy who opens the exit doors. And the manager of the theatre must be on the job every minute to see that the attaches of the house live up to these requirements. "Quite often, and, yes, very often, employes forget their duties and become impertinent and gruff to patrons ; these facts seldom come lO the manager's attention, and as a result the theatre loses patronage and the owner wonders why. There is no line of business that needs so much watching as the moving-picture theatre; people are coming and going constantly, the attractions differ each day, and the patrons must be satisfied. "The manager must know what the patrcms of his particular theatre prefer in the way of attractions and must cater to them. A theatre must be kept looking clean, so that a live manager has his hands full trying to keep up the appearance of his theatre, seeing that his patrons are properly handled and giving them the proper kind of entertainment. The bigger the house the more business it does, and the better the location the more personal attention is required." NURSERY IN THEATRE BASEMENT IN the lobby of Clune's theatre, Los Angeles, is an attractive sign, the size of a one-sheet, bearing the following: WE CHECK THE BABY You Enjoy the Show "What-d'-mean, 'We check the baby?'" a stranger asked Manager W. W. Dunlap the other day, whereupon he took him to the basement. There was a play room with sand pile, hobby horses, swings, blocks and other indoor sports for the children. In charge was a pleasant-looking nurse, who at the time was caring for four children. The woman explained that she cared for all the way from 15 to 30 babies each day and added : "There will be more left with me as soon as the women find out I am here." And no doubt there will. FREE BALLOONS ON CHILDREN'S DA Y MANAGER ALPHA FOWLER has inaugurated children's day at the Alpha, Atlanta, Ga., with great success. As a special inducement to the young people a big, durable balloon was given to each child under the age of 12, with the result that the Alpha was very desirably advertised in every section of the city. Manager Fowler announces that he will give away souvenirs for children's day each week and that on these days films especially censored for the young will be shown. The first day's attendance indicated great success for Mr. Fowler's plan. The Alpha is one of Atlanta's newest theatres and is already one of the most popular. "BREAD CAST UPON THE WATERS" BREAD, indirectly, has been useful in gaining admission to film exhibitions in New Haven. The L. L. Gilbert Baking Corporation issues a premium coupon with each loaf of its patent Butter-Krust bread at a cash value of one-half cent in redemption at the motion-picture theatres. So far, Wilcox's theatre, at Savin Rock, has done more of this business than other exhibitors. The coupons are only good for children's admissions, ten being exchangeable for one ticket to a matinee performance. Saturday's matinee at Wilcox's usually finds the house full of Butter-Krust kids. I A NEWS SUBSCRIPTION I I IS MONEY WELL SPENT | I Motion Picture News, New York City. | I Gentlemen: I am enclosing check i I to renew our subscription to the | I "News." We feel that the money is | I well spent. "From our viewpoint your | I magazine is very fair and just on all | 1 subjects of vital interest to the ex I I hibitor at large, and we thank you | i as a member of the M. P. E. L. of | i America for the interest you display | 1 in our order. Wishing you every sue | I cess, we are, | i Yours truly, | I ESTES & ESTES, | I Square Town Electric The.itre, | I Brooklyn, Mich, 1 iiiiiiiiiiiiiiiiiiiiiiiiiiiiiimiiiiiiHiiniuiiminiimiinnniuiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin APPEALING TO PATRIOTISM OF SCHOOL CHILDREN MANAGER MACK, of the Crescent theatre, Syracuse, N. Y., noticed the announcement that Edison was going to release the "Midnight Ride of Paul Revere" and accordingly he wrote his exchange requesting that same be booked him. Three days before the feature was to be shown Manager Mack got busy on the telephone, talked with the principal of every school in Syracuse, told them that the picture was something that every school boy and girl should be permitted to see and requested that the announcement be made to the children in their rooms by their teachers. A few of the principals refused for various reasons, but the majority were pleased to comply, and in some instances expressed their appreciation of the fact that the motion picture people were trying to cater to the school children. Two days before the showing Manager Mack secured the loan of a gatling gun, old rifles, guns and various other war implements from the local armory which he placed on exhibition in his lobby. In front of the cannon appeared a neat sign: DON'T MISS THE MIDNIGHT RIDE OF PAUL REVERE FRIDAY Historically Correct in Every Detail The Crescent played to big business afternoon and evening and the advertising which did the trick cost the house nothing. Why is it that other two-reelers in the regular program could not be boosted in the same manner? WANTED! A LIVE WIRE! ■"PHERE is a good chance for a "live ^ wire" exhibitor to locate advantageously in a "live wire" suburb of Cincinnati. Citizens of College Hill, which is located about eight miles from the heart of the city, have demonstrated that they would welcome the coming of a motion picture theatre. The College Hill Boosters Club, a civic organization, has met this demand by giving its own picture show. Before College Hill was annexed to Cincinnati, it transacted its own municipal business in a town hall. The auditorium of this building has now been converted into a motion picture theatre, and on Wednesday and Saturday evenings of each week a show is given for the benefit of residents in the suburb. The attendance so