Motion Picture News (Jul-Aug 1916)

August 26, 1916 MOTION PICTURE NEWS 1215 Duauuimuiniiiiwiiuiuinii^nniiiiuuii<iniMiiiiiuniiiiiiiiiiniiiiiiiiinitiiiiiiiiniiiMiiiiiiiiiiiuiuulluiiiuilii|nirn gBiBiwhiniimiiMniuiinuimiiiniHitiiiiiiiiiiiiiiiiiiiiiimMniiiiiMinMiiiiiiiMiiHiiiniiiniiiiuiiiiiMMiMitMiiiH^^ iiiiiiMffiUiiiHin4iuiillffi"itiiiiiiiiiiiMiiininiiiiiiiiiiimtiiiiriiiiHiiiiiiiiiuniiimiinrmtiiiMiimminiwiOMui*i^^ may not be in the humor to watch heavy drama, he can turn his attention upon something humorous. Others, who in this fast age like all the action they can stand, could break their necks watching both pictures with the greatest enjoyment. There are of course disadvantages. Your first real difficulty with your mother-in-law might originate on the night that you take her to a double header. There, as you laugh outright while viewing a comedy, she will be shedding tears at the realistic drama. As an impartial critic we shall devoutly pray : " From the ' Double Header ' may we be delivered." AN 'EXTRA" BULLETIN PRINTED ON WA.L PAPER ' The ' News ' wishes to include under this heading novel advertising ideas, successful schemes in management, decoration and equipment of the theatre — everything in fact done by the exhibitor to stimulate his trade. We invite every exhibitor to send for publication the saccessfnl ideas that he has worked out, also to come to us for suggestions or information. Address the Editor." " Double Header " Idea Shows Audience Drama and Comedy soldier boys from camp rye /r o SPECIAL INVITED GUESTS at the Same Time on Different Screens ^ h. Wassman, president and general manager of the Knickerbocker theatre of Nashville, on July 21-22, had as his special invited guests all the soldier boys from camp Rye to attend the showing of " The Deserter," a Triangle Ince feature production which was booked at his theatre for a two days' showing. The invitation was immediately accepted by Col. C. F. Spence, camp commander. The men were taken to the Knickerbocker from the camp in large bodies, most of these were in battalions, each battalion being given the " best seats " in the large theatre. It was planned to let every soldier at camp Rye get the benefits of the treat of seeing this picture ere the two days elapsed. This is the first time in the history of Nashville that such an innovation was put into effect, and it is more than likely Col. C. F. Spence, camp commander at camp Rye, will ever carry it fresh upon his memory as being one of the most delightful treats that has ever been enjoyed by his soldier boys. |iiiuuiiiuiiuuiiiiiiiiiiuiiiiiiiiiniiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiNiiiiu^ I HINTS FOR THE BUSY | I EXHIBITOR I 1 Advertise the comforts and con i I veniences of your house as well as | I the pictures you show; let your motto 1 I always be "Service to Patrons." | i Cultivate the personal acquaintance | I of the people who attend your the | I atre, ask them individually how they | I like your selection of pictures and | I make them feel you want real, honest | I criticism, not mere flattery. | I Educate your patrons to know your 1 I theatre; make them realize that in its 1 I success they have played a part, if | 1 only a small one. i I Have you arranged for your local | I newspapers to run reviews of your | I star features? If not, call on the | I editor and invite co-operation. This | I is an important matter for you. | I Back up your argument by giving | I him one or two passes, available at | I any performance, so that one of his | I staff can write up your pictures. Let j I him read the "News" Screen Exami 1 I nations. Tabloid Reviews and Live | I Wires; also be sure to take advertis 1 I ing space for your own announce | i ments. i A WONDERFUL idea has been born in the creative mind of W. J. Citron, of San Francisco. The conception is as novel as it is likely to be bewildering to any audience, not to mention the exhibitor. Mr. Citron is quite candid in saying that after thinking of the idea, which he has called The Double Header, or Three Ring Circus, for a few days he dismissed it from his mind as a joke. Personally we think he has shown greater discretion in dismissing than conceiving this nerve wracking performance, still it may interest many to learn the secret of The Double Header. It is suggested that instead of the conventional single screen, two screens are to be put up in the same theatre, one beside the other, with a projecting machine for each. In this manner two films will be shown at the same time, to the amuse«:ent, edification or distraction of the audience. The idea has many points in its favor. The busy man who has half an hour to spare can drop in to see a show, and as he ^umimiiumiUMimiiimmiMimiuuimuiiiimiimiuiiiMUMin I "STRAIGHT TALK" | 1 Make yourself personally responsi i I ble to your patrons for the quality | i of the pictures you show. Here is a | i " Straight Talk " to patrons that a | 1 popular manager has" printed on the | i first page of his house organ. | 1 " Many of my patrons know it to | 1 be a positive fact that when they ask i I me personally as to the quality of a i 1 show that I do not hesitate to say it g 1 is good, great, ordinary, or poor, just i 1 as the case may be. The same thing | 1 applies to any items in my adver | 1 tisement appearing over my name. 1 1 If I personally urge your attendance | 1 to see some particxdar picture, that 1 y is one you should not miss; the invi 1 1 tation should be heeded. 1 1 " Another thing : Are you in doubt 1 1 sometimes as to whether one of our M 1 pictures is worth while? Worth leav | 1 ing home to see? If you are, ask 1 § how the show has gone. Any of my 1 J employees will give you dependable | 1 information — they are instructed to 1 1 answer candidly and truthfully. This I 1 is the fair way. Try it; you will find | i it works as well for you as me." i €iiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiniiiiiiiiniiiiiiiiiiiniiiiiiiniiiiiiiiiiiiiiiiiiiiiiii!iiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ TEW THE WALL PAPER OFF TH6 WAULS OF THE TO MAKE I^OOM FOR THE CROWDS THAT WILL WANT TO SEE MISS JACKIE SAUNDERS The Maud Adams of the Scfeen TUESDAY. AUG. 22fl(t How an exhibitor impressed upon his patrons the drawing power of his serial attraction. iiiiiiiininmiiiiiiiiiniiiiiiiiiiiiiiiiiiii=