Motography (Jan-Jun 1918)

750 MOTOGRAPHY Vol. XIX, No. 16. Dramatic incidents in the new Triangle play, "Who Killed Walton?" Triangle Gets Line on Fans in New Way Gives Special Exhibitions for Clerks and Stenographers, Who Report in Writing, But Do Not Sign Names FREQUENT comment has been aroused by original innovations of the Triangle management. This organization is in the hands of young and aggressive men with their ears close to the ground. Some of the innovations they have inaugurated have been little less than sensational. Occasionally they are of the opportunistic order, such as the rescinding of rental charges at the time the fuel was inaugurated and whereby exhibitors were not compelled to pay for the films contracted for fuelless Mondays. But in the main the innovations have been of the consistent all-the-yearbenefit type that definitely stamp a policy for a period of time. Such an innovation was the assumption of the reel tax. But one of the most interesting and yet one of the least heard of innovations has been Triangle's effort to find out just what patrons think of its pictures. The innovation came about when the general manager at New York sent a rather inconspicuous letter to all departments asking that employes v/rite their impressions of the various pictures. To understand how it happens that this letter was sent out, it must be known that Triangle holds several showings of its pictures. The first showing is given for the benefit of the publicity and sales departments. Informal discussions of the merits or demerits, the appeal or the photographic beauty of the pictures are held. These opinions, although valuable, are prejudiced. The general manager wanted to go deeper. He wanted the simple, untrained minds of the vast mass to express itself. Therefore, it was announced that special exhibitions would be given for all employes. From the first showing it was evident that the idea was a success. The letter asking for comments stated that all criticisms could be sent in without signatures. The result was the influx of a large number of unsigned letters from stenographers, bookkeepers, clerks, and other employes. To the gratification and astonishment of the management, many of the criticisms were of the keenest and most interesting order. They came displaying a marked appreciation of what was good and fine. At the same time prejudices against certain situations, dislike of certain actors, praise for certain types of productions were registered in the most illuminating and helpful way. Pictures that were enthusiastically received were of the heart interest order. "Limousine Life," with Olive Thomas, appealed immensely to the rank and file. "Real Folks," a simple heart-interest Irish play, won enthusiastic commendation. "The Sea Panther" completely won the approval of the audience because of its unusual character, appeal and adventure. "Little Red Decides" made a great hit. There were also interesting comments on continuity, personality of actors, and truth in detail of production that proved of immense value. But Triangle does not seek the impression of the unsophisticated in the clerical ranks alone. Exchange managers are requested to keep the home office constantly informed of the appeal of each and every picture. Nathan Ascher p] The Di Lscner r raises i ne danger Chicago Exhibitor Declares Public Wants Love and Suspense in Pictures Along with Comedy iame Ho\ tn OW exhibitors throughout the counwill regard Madge Kennedy's venture into the more serious side of drama in "The Danger Game," her newest Goldwyn picture, described as a romantic melodrama, is forecast, Goldwyn believes, in a letter received from Nathan Ascher of Ascher Brothers Amusement Enterprises of Chicago, by Samuel Goldfish, president of Goldwyn. "Dear Mr. Goldfish," Mr. Ascher writes, "It is with great pleasure that we greet Madge Kennedy in 'The Danger Game.' Miss Kennedy is becoming very popular in Chicago and many of our patrons are hailing her as the coming screen sensation. "But the public wants love and suspense in pictures along with comedy, and I believe that this new production, 'The Danger Game,' will whirl this beautifully talented star to the highest point of screen popularity. "Make more pictures like Madge Kennedy in 'The Danger Game' and we will break your own wonderful record for box office successes." Those who have been permitted to see advanced screenings of the new Madge Kennedy vehicle in New York do not hesitate to pronounce it the best of any of her Goldwyn pictures. Mr. Goldfish predicts for it even greater success than was scored by her popular "Baby Mine," "Nearly Married" and "Our Little Wife," which have been and are money-making box office attractions throughout the world. "The Danger Game" is from an original story by Roy Somerville and directed' by Harry Pollard.