Motography (Jan-Jun 1918)

BLAINE McGRATH Managing Editor NEW TORK OFFICE: 1022 LONG-ACRE BUILDING, Fwti-second Street and Broadaar Telephone Bryant 7030 CHARLES W. BRENNAN, Advertising Managor LOS ANGELES OFFICE: 641 1 HOLLYWOOD BLVD. MABEL C0N00N, Western Representatlte NOTICE TO ADVERTISERS Changes of advertising copy should reach the office of publication not less than fifteen days In advance of date of issue. Begular date of issue every Saturday. New advertisements will be accepted up to within ten days of date of issue, but proof of such advertisements can not be shown In advance of publication. yr77j THE MOTION PICTURE TRADE JOURNAL PUBLISHED WEEKLY BY ELECTRICITY MAGAZINE CORPORATION E. R. MOCK, President and Treasurer PAUL H. WOODRUFF, Editor in Chief, E. M. C. Publication MONADNOCK BUILDING CHICAGO, ILL. Branch Telephone Exchange: Harrison 3014 Entered at Chicago Post Office as Second Class Mail Matter. SUBSCRIPTION PRICE Per Year $3.00 Canada Per year $4.00 Foreign Per year Single copy ' 5.00 .15 NOTICE TO SUBSCRIBERS Remittances— Remittances ahould be made by check, New York draft er money order in favor of Motography. Foreign subscriptions may be remitted direct by International Post*! Money Order. Change of address— The old address should be given as well as the new, and notice should be received two weeks in advance of the desired change. This publication is free and independent of all business or house connections or control. No manufacturer or supply dealer, or their stockholders or representatives, have any financial interest in Motography or any voice in its management or policy. Volume XIX CHICAGO, JANUARY 19, 1918 Number 3 Remember the Little Exhibitor WHILE we take as much satisfaction as anybody in the fact that picture theater admission prices average a hundred and fifty per cent higher than ten years ago and are going still higher, and while, indeed, our own persistent support of that policy may have had its small effect, it is not irrelevant to remark that the picture theater business is tending to grow entirely away from its original sphere of usefulness. Those disciples of the "legitimate" who began years ago to view with alarm the rising popularity of the picture were not far wrong in their pessimistic prognosticating. The screen, from its humble start in the back of an abandoned grocery store or barber shop, has met, conquered and passed the stage. But all the danger does not lie in failure, and those whose aspirations lead them constantly upward often leave better opportunities unattended below. It is true that "there is always room at the top" only because so few succeed in arriving there. There certainly is not room for all who aspire to be there. The tendency of modern production and modern advertising is to make all the exhibitors ambitious to enter the larger showmanship. Justly proud of its high estate, the film industry is turning more and more toward the decree, "There shall be but one grade of picture, but one grade of theater — and that the highest." Perhaps there are not yet enough first class theaters, whose managers pay the highest rates for their service and collect the highest admission prices. We will be glad when there are more. But not too many; not so many that the exhibitor's life becomes a glittering, unprofitable struggle. For, glorious as it is to operate one of the industry's special show places, the unpretentious ten cent or even five cent neighborhood house is just as useful. Perhaps it is more useful; for it caters to necessity — the cry for available wholesome entertainment. And the glittering, splendid, high-priced house represents luxury. Luxury always commands a higher price than necessity, and is more attractive; but necessity demands where luxury coaxes. Just as the well-balanced life has in it some of luxury as well as necessity, the well-balanced industry seeks to supply the necessities as well as the luxuries, that no human wish may remain without opportunity for gratification. The motion picture first sought only to fill the lowest niche in the scheme of good entertainment. Now it seeks to fill the highest — and succeeds. But to retain all the value of its opportunity, it must fill all the niches. There is satisfaction in conducting an exclusive, high-priced business ; but there is more profit in supplying all classes. If every picture theater charged fifty cents admission, millions of people would be back where they were a quarter century ago — without any entertainment. And then surely some genius would appear with a new kind of amusement to get their eager nickels and dimes. Hundreds of picture theaters have closed in the last year because they were unable either