Motion Picture News (Sept-Oct 1916)

2666 MOTION PICTURE NEWS Vol. 14. No. 17 A GOOD HEART TO HEART TALK PAYS " Why do you like to deal at one store more than another? We believe it is because some give ' service ' and a ' square deal.' This is also one of the things the Royal believes in — service and a square deal. A picture cannot be shown at the Royal unless it is good — we believe that is our duty to you. Of course, we can't promise that all pictures we show will appeal to you — they probably won't, because some like one kind of picture and some like others. But no matter what the type of production, western, society or comedy, if it appears at the Royal, you may rest assured that it is a good production of its type." We rather like the little " Heart Talks," which the Royal theatre. Calumet, Mich., has with its patrons week by week. Talks like these are convincing, they go straight home with the public who appreciate an honest statement. ROTH, SAN FRANCISCO, BOOKS SERIAL FOR FIRST TIME Manager Eugene Roth, of the Market Street Realty Company, which controls the Portola and Market Street Theaters, and which is building the largest moving picture house on the Pacific Coast at Fourth and Market streets, San Francisco, has booked two serials, " The Scarlet Runner " and " The Shielding Shadow," for the Market Street Theatre. This is the first time that he has ever booked serials, but he has been impressed by the attractions he has selected and by the value of this form of photoplay entertainment. These serials will be advertised both on the billboards and through the medium of newspapers. Mr. Roth being a firm believer in these forms of publicity. NOVEL ADVERTISING PLAN FOR "FRIDAY THE 13TH" " Look out ! You're walking under a ladder ! " " When you forgot something and went back to the house for it, did you remember to sit in a chair before you came away again ? " " Beware of the black cat ! " " There goes a star ! Say ' Money, money, money ! ' " These, tastefully arranged on a card and glaring at the busy little city of Hastings, Neb., from the billboards, and grabbing the attention of the casual newspaper reader, are some of the things used by Cooper & Johnson of the Plaza theatre in advertising Robert Warwick in " Friday, the 13th," the World feature. SORIERO BAFFLES TRAFFIC COPS WITH GLADYS HULETTE Another of Thomas D. Soriero's advertising stunts was pulled off in Boston, last Monday afternoon, when Miss Gladys Hulette, ostensibly locked in the front room of the Park theatre, and the key lost, descended to Washington street on a ladder with no one at all looking on but enough to jam the street for blocks and obstruct traffic for half an hour. Everybody likes Mr. Soriero's stunts except the traffic cops. gllllllUIIIIIIIUUIIIIlllllllllllUIIIIIIIIIIIIIIUIIIIlUIIIIIIIUUIIUIIUIIIIIIIIIIIIIIIIIIilllllllllllllllllllllllllllllll^ j THINK THIS OVER | U It is the desire of Motion Picture | I News to include under this heading | i novel advertising ideas, surxessful § I schemes in the management, decora 1 I tion and equipment of the theatre— § 1 everything, in fact, done by the ex | I hibitor to stimulate his trade. We | i invite every exhibitor to write us | I about any new enterprise he has; | 1 also to come to us for advice or in i 1 formation along any line. Address: I I Editor, Motion Picture News, 729 | 1 Seventh Avenue, New York City. 1 iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiilii^ IT ISN'T A GARAGE— IT'S AN VP TO DATE THEATRE No, gentle reader, this is not a fire station. Neither is it a garage. It is a picture of Preston Brothers theatre, the Crescent, at Audubon, la.. Manager F. A. Van Husan of the Western Supply Company recently equipped the house with a Fort Wayne motor generator set, a Power's 6-B machine, and other equipment. The Crescent, Audubon, Iowa. Preston Bros., Managers The picture shows the lobby closed for severe winter weather. These windowdoors which allow the passerby a view of the interior, while keeping it warm inside, can be opened and folded back, taking up the minimum of space. REMODELING HOUSE BRINGS BUSINESS When the Market Street Realty Company took over the Market street theatre of San Francisco a few months ago, it was confronted with a serious problem. Here was a house in a choice location, with a good seating capacity, an attractive exterior and presenting a good program that was not meeting with success. Manager Eugene Roth of the Portola theatre, which is owned by the same company, diagnosed the case and made recommendations that were acted upon as quickly as possible. The orchestra that had been in the house for j'ears was taken out and another put in its place. A campaign of billboard advertising was then inaugurated and a great increase in attendance was noted immediately. Manager Roth then decided that in spite of its location and handsome front it was not sufficiently prominent and added a handsome marquis, extending over the entire sidewalk. This has proved a very effective addition, and this house is rapidly becomng one of the best known on Market street. The former name, " The House of Movies," has been dropped. PASSES FOR CHILDREN WHO PROVE BEST ARTISTS J. D. Meyers, of the firm of Meyers and Leiter, Paramount exhibitors in La Grande, Oregon, inaugurated a very clever medium by which they greatly increased their business in connection with the presentation of " The Clown," a Paramount picture produced by Lasky. A week prior to the showing of this picture, Mr. Meyer's announced to his patrons that he would award a month's pass to the Arcade theatre, for the best hand drawn pictures of clowns and a two weeks' pass to the second best, the drawings to be made by children under sixteen years of age. The mail was filled with letters in response to the announcement and more than four hundred children drew their conception of clowns. These drawings were exhibited in artistically arranged sets in the lobby of the theatre during the showing of the Paramount picture and created a goodly amount of favorable comment and interest among the older people of the community, as well as the youngsters. FREE SCHOOL CHILDREN'S SHOW A HIT IN DALLAS In accordance w-ith his usual custom of entertaining the kiddies at intervals, P. G. Cameron of the Crystal theatre leased the Roseland theatre at Dallas, Texas., Saturday, September 16, and gave a free showto the school children. A suitable program was arranged and all of the little ones were made welcome from 9 a.m. to 12 o'clock noon. In addition to an appropriate selection of comedj' films, the first episode of the Universal special feature " Liberty " was shown. This picture was very entertaining and pleased the children, as it showed Alexico as it is, and was, during the stirring times of war. The Roseland was packed to capacity and the children all voted as having had the time of their young lives.