Motion Picture News (Oct 1913 - Jan 1914)

THE MOTION PICTURE NEWS 21 WHAT THE PEOPLE WANT BY WILLIAM NITSCHKE Manager of Loew's Broadway Photoplay Theatre. IN response to a number of inquiries from contemporaries as to the best way to successfully compete with brother exhibitors I would like to write a few words. These facts I have learned from actual experience in the "game" and I believe absolutely that I am right. "What is the reason that I don't get the business I don't get?" is a question that every exhibitor should ask himself. Analyzing the feelings of an audience is not so hard a proposition as it would seem. Perhaps it would be better to get your audience to tell you just what they want. This is not at all difficult. Have you tried the plan of distributing small cards among the people requesting them to fill the blanks in, telling you just what they want. See that every person gets one. The card might be something like this: Name Address Are you a regular patron? How often do you attend? What make of picture do you prefer? What clas of picture do you most prefer, comedy, drama, educational? Do you like short "split reel" comedies? Do you like two and three reel stories What changes would you suggest for the general improvement of this theatre? Experiment Worth Trying Something on the above line should be productive of results, it is certainly worth the trying. The results, of course, will all differ. It is up to you then to pick the majority and then give them what they want and when they want it. Change your service if it does not please them. What will work in New York will also be found applicable to almost any territory, with the exception of perhaps a very small town with but one exhibitor. This man will have his regular patrons, no matter what he shows. In any city or large town, the exhibitor will have to rely greatly upon transient trade as well as his regular patrons. These latter wil come every night if they get what they want. My experience with such m audience (or spectators as I would rather call them) is that they do not at the present time take a great deal of interest in the companies or the players. They come in merely to pass a pleasant hour while waiting to keep an engagement. It is obvious that these people will appreciate short exciting dramas or clever farce comedies. They want pictures that will entertain them for the time being, but which will pass from their memory. If as an exhibitor you have this class of patron it is up to you to furnish what is wanted. WILLIAM NITSCHKE There are many manufacturers placing worthless "stuff" on the market. Perhaps you personally do not buy it, perhaps your neighbor does. At any rate someone does, and for the time being some will flock to that house, lured there by good paper, but the question is: Will it continue? Will the people stay with that house seeing the same thing over night after night, when they may go to another house near by and see what is worth while? "You can fool some of the people all of the time, but not most of them, to paraphrase." Future Patronage Considered It is necessary for the exhibitor to consider also his future patronage, the people that do not go to any but the legitimate theatres. They would want strong dramas or excellent comedies, but they will have to be "educated." Have you tried that? A letter, or a weekly folder through the mail might bring them to your door. But they must see good stuff or they'will never return. If they are satisfied you will have steady patrons. The motion picture audience is composed of all classes. The intelligent, refined people are not in the minority by any means. But one must cater to the ignorant, or, to be kinder, to the people who have not had the opportunity, or neglected it, to gain an education. They form a large class of the theatregoers. They are the ones that like melodramas and split reel subjects, and they want variety all the time. They want and demand a good program. Feature houses in the immediate vicinity of Times Square, New York, should prove a paying proposition. There are many large theatres in New York, but not enough to take care of the crowds and there are none that make a specialty of features on a twoa-day program. ITALIAN QUEEN MOTHER SEES KLEINE "POMPEII" A private showing of the Kleine-Ambrosio motion picture, "The Last Days of Pompeii," was given recently at Stupinigi, Italy, at the royal castle, an hour and half ride from the Ambrosio studio at Turin, for the Queen Mother of Italy. It was in response to a letter written by Marquis Guiccioli, gentleman-in-waiting to the Queen Mother, a translation of which follows : "The gentleman-in-waiting to H. M., the Queen Mother, "H. M., the Queen, would like to have an exhibition of the moving picture, 'The Last Days of Pompeii,' at the royal castle of Stupinigi. Please let me know, if it is possible, what evening would be most convenient for you. "With my best regards, "Marquis Guiccioli, "Gentleman-in-waiting to the Queen Mother." NEW PHILADELPHIA THEATRE A syndicate headed by John F. Hayes, 504 Walnut street, has purchased a lot and will erect a theatre at southwest corner Fifty-fifth and Spruce streets, Philadelphia. Building, brick and terra cotta. E. Allen Wilson, architect.