Motion Picture News (Sept-Oct 1918)

October 12, 1018 Liberty Loan Spectacle Arranged bv Miss Flossie A. Jones at Waukesha. Wis. Theatre Puts Over Big Liberty Loan Spectacle and Citizens Join in to Make It Great Success THAT a theatre manager may use " home talent " to put over a big patriotic spectacle and that such efforts will increase the popularity of the theatre and gain the heartiest co-operation, has just been proven by a Liberty Loan appeal that has been put over by Miss Flossie Jones at Waukesha, Wis. Waukesha followed a different method from most communities to " go over the top." There was an advance campaign of Four-Minute speakers in the theatres, and then one day was set aside for all to register in their wards, stating how many Liberty Bonds they had bought or why they had bought none. This was to be the smashing wind-up for the campaign. So Miss Jones arranged her appeal on the evening prceding the registration day. Members of the state guard and some of the most prominent people in the city took part in the tableaux, and the reception that it was given broke records for enthusiasm. Preceding the tableaux two girls sang " Your Boy and My Boy," and then there was a patriotic speech by a woman speaker, and almost at the end of her speech the curtain was raised and there appeared the illustration of " Why we must buy bonds." There was a daring combination used in the setting, one portion of it showing a home scene with all serene, and at the left a battlefield strung with wire and American boys in khaki going over the top. A sailor and a soldier at either side gave added meaning to the pleas that we have to support the boys over there if we are to keep our homes safe. Just before the curtain came down a young lady stepped forward and sang '' W hen the Boys Come Marching Home," which gave a striking finish. No small part of the success of the presentation was due to the lighting plan that was followed. These were so arranged that there would be a heavy shadowseparating the exterior and interior scenes. Blue lights were used in the border and foots in front of the trench scenes and white in the foots in front of the home scene, with an old-rose shaded lamp supplying the rest of the lighting. The entire auditorium was in darkness during the presentation arid the entire effect gave one the impression that it was all a dream. Not only from the point of view of patriotism it pays to do things like this, because of the stronger standing that it is sure to give your theatre in every community. And though Miss Jones controls all of the theatres, the very things that she does provides the reason. There is no need for other theatres when one manages his own, so that it is really the institution. And to show the appreciation of the community, Miss Jones was presented with a certificate as Theatre Member of the FourMinute Men of the Committee on Public Informtion, and in addition to this the local board of the Four-Minute workers adopted the following resolution: " In view of the masterful manner in which all matters pertaining to the prosecution of the war have been presented to the people of Waukesha through the medium of the moving picture shows, therefore be it " Resolved, That we accord to Miss Flossie A. Jones the honor due her from her superb management and wonderful success in the work." WORK OR FIGHT? What Are You Doing For Your Fellow Exhibitors Day by Day ? WE are all of us mighty familiar with the " Work or Fight " order that has gone out from the Government. It means that we have to make our business useful or get over into the trenches and spear a few Huns — the more the merrier. Now let's carry the comparison a little further and suppose that the motion picture industry as a whole ordered you to work or fight on behalf of that industry. What are you doing for it? Are you in Lawrence, N. C, thinking anything about the success of the exhibitor out in Beattie, Kansas? If the other fellow in the other town doesn't make money and pay his film rental that selfsame film rental is going to cost you more. It's a business proposition to put your good ideas forward so that they will do others good, if for a selfish reason — because it benefits you. Every hint that is given in exploitation, in business getting re3ults in better pictures for you and more opportunities to make money. Consider that when we ask you to make this the forum for the good ideas that you have. YOU'RE HELPING YOURSELF.