Motography (Jul - Dec 1915)

1286 MOTOGRAPHY Vol. XIV, No. 25. Most film manufacturers are in a position to supply exhibitors with "copy" and cuts for local advertising, and a large amount of this stuff is used. But many exhibitors make the' mistake of considering it sufficient without any "copy" of their own. They must remember that the theater itself is where their money is invested, and it should be made popular as well as the show. The thing that must be driven home is not primarily that tonight's films are good, but that that particular theater always shows good films. Legislating Admission Prices IMAGINE being an umbrella salesman in a town where the people wanted silk umbrellas with gold handles, and then running up against a law that says you must not charge over seventy-five cents for an umbrella under penalty of a fifty-dollar fine. It can't be done, you say. Unconstitutional and all that. West Point, Ga., has a population of two thousand, and one picture theater, the Vaudette, W. W. Jennings, manager. West Point also has a law. It says the picture theater shall not charge more than ten cents admission, under penalty of paying fifty dollars to the city. We are not lawyers. We know, of course, that "public utilities" — meaning electric light, gas, telephone and railroad companies — may be regulated by law and their rates dictated. Where such regulation exists, the public utilities are usually protected from competition. That is, the city will not grant a franchise to a second company competing with the first. Picture theaters are not public utilities. They are not protected from competition. There is nothing to prevent anyone starting another picture theater in West Point, Ga., or six others. Since the city does not protect, what right has it to regulate prices? As a matter of common sense we would say it has no such right. The theater is not a public necessity, Jit least in the legal sense. The people can go to it or stay away from it as they choose. If Mr. Jennings in West Point, Ga., wishes to charge a quarter or a dollar or two dollars instead of a dime, he has as much right to do so as the shoe dealer has to charge ten dollars for a pair of shoes. If the people don't like it they can go elsewhere for their shoes and their shows — or go barefoot if they prefer. When they did that an overcharging merchant, losing his trade and his money, would be brought to a reasonable rate at once. But, assuming that Mr. Jennings pays the price of a good show, his town arbitrarily decrees that he shall sell it at less than cost. He has no choice in the matter. No difference what he paid for it, he must sell it for ten cents. In other words, he is not allowed to buy programs costing over a certain modest figure. If he will not agree, he has the alternative of going out of business. Wonderful privilege of a free country! If the West Point Vaudette is a member of a state or national association of exhibitors, that association unquestionably should take action in this case. Probably it is important only in a local way, for we cannot imagine any other community in the United States making the same kind of a bone play. But ridiculous as the situation is, an object lesson should be made of the town for the education of other foolish villages. A fair to average sort of lawyer should be able to do something interesting with it. "Many a fillim needs a vacuum cleaner," writes Bill Wright, the Selig Sage. Ah, yes, Bill, and then again there's many of 'em quicklime only will provide for. Of course Bill and us are discussing the other fellows fillims. That goes without saj'ing. TOM GETS BACK AT US. A couple of weeks ago we fired a shot at Tom Hamlin's reference to Rothapfel as "The Napolian of M. P. exhibitors" in Amusements, his well edited little weekly. In his latest issue the sonofagun digs far back into the darkest pages of our past with the following result: Doggone it, Neil, you must not forget the many times you asked us how to spell Ludifisk — Lutefisk — Lootfrish — when you came in the old Tribune office after covering a political meeting in the Sixth Ward. Besides I had a lullaby. I was sleeping. You will notice that the linotype had "Nap's" name all right in the story, but the hand-set man is a German and thought he'd slam the "Allies." Since Tom admits he was enjoying a "lullaby," we believe we'd better "let sleeping dogs lie" and stop this argument. We hasten to advise Lloyd R., Ben S., Jake W., P. A. P., Jay C, and the rest of the alumnae of the Caward Art Scollege. that a new pupil has matriculated in the ivy-covered halls of the stately institution. His name is Harry Poppe and from present indications Mike Angelo will have to look to his laurels. Harry's first examination paper has just been marked and we'll publish his markings next week. PRETTY PUNK, CHAS., BUT PERHAPS YOU CAN DO BETTER NEXT TIME. Chas. Ver Halen, late of these parts, but now of Noo Yawk, advises that Paul Gilmore, who has been married four times, is now with "The Other Girl." Chas. frankly admits his contribution is "kinda rotten, but nevertheless a wheeze." Take it from us, Pete "Sheriff" Schmid is one of the most versatile press agents alive. In his latest bulletin he attempts to render in type an imitation of Anna Held eatingwatermelon, with the following result: "Miss Held gurgles 's-1-u-g-h' as she struggles to , etc." Now will some other inspired P. A. favor us with an imitation of an M. P. star drinking champagne through a straw? GOSH, WHAT A CALANDER, "HEN"! Henry McMahon of Triangle supplies a still picture of a coming production and writes on the back of it "Release of Dec. 50th." — OUR BURG The European battle zone has nothing on Our Village this week, for these war fillims running in various opry houses in our loop, has resulted in a regular little civil war over who's to show 'em and where. The troops of Brigadier General Win. Randolph Hearst has twice stormed the citadel of the Olympic theater and twice the Daily News' war strategists has thrun 'em out. And still the battle continues. If we can locate Col. Heeza Liar, our famous war correspondent, we shall send him instantly to the front and next wk. furnish our readers with an exclusive story of the conflict. Harrv Aitken, of Noo Yawk, what has been out to Los Anglaiz, flitted through Our Burg, headed for Broadway, last wk. Looie Noto is said to have used up a half dozen lead pencils within the past_ ten days writing bookings on "The Girl and the Game." Keep it up, Looie, the pencil factories has got more. SOME COSTUME, SAM, SOME COSTUME! S. S. Hutchinson, Pres. of the Signal Fillim Corps., in his essay in another portion of this issue refers to Frank SDearman, the author of the new series of railroad stories, as follows: He gives you his innermost self wrapped in a lingerie of literary lace and a tremendous storm coat of vigorous thought, which Director McGowan with convincing realism — etc. Some authors we've heard of might be tickled pink to have even that much of a wardrobe, but we supposed the "ghost" walked often enough for Frank so that he could possess even a couple of suits of "soup and fish." But perhaps not. N. G. C.