Motography (Jan-Jun 1918)

June 1, 1918 MOTOGRAPHY 1035 Vanderlip Kills Theatre Boycott WAR SAVINGS CHIEF CONDEMNS THAT FORM OF ECONOMY A MOVEMENT in Los Angeles restricting school children from picture theatres in order that they might spend their money entirely for thrift stamps has been wiped out through the energetic action of Samuel Goldfish, president of the Goldwyn Pictures Corporation; William A. Brady, president of the National Association of the Motion Picture Industry, and Frank W. Vanderlip, president of the National War Savings Committee. In response to appeals from the N. A. M. P. I., Mr. Vanderlip has taken immediate steps to right affairs in Los Angeles, and to prevent a similar condition arising elsewhere. The national association acts as a result of a request from Mr. Goldfish, who is now in the west on business. Telegram From Goldfish Mr. Goldfish had wired Mr. Brady as follows: "A very serious situation has arisen in the city of Los Angeles whereby the school children are made to pledge themselves not to patronize motion picture theatres, thereby buying thrift stamps. This situation is so serious here that the picture theatres have been deprived recently of 50 per cent of their revenue. If we as an industry allow a condition like this to develop throughout the country it will put the majority of exhibitors to bankruptcy, thereby affecting the producers and reducing their revenue. "I therefore strongly urge you to call a meeting of the war committees and put this before them, so that the matter may be taken up with the proper officials in Washington immediately. I am at the Alexandria Hotel and will appreciate advice as to what action you have taken. Regards." Statement From Exhibitor This was followed by an alarming statement of theatre conditions in Los Angeles from Frank R. McDonald, president of the Theatre Owners' Association there. "At the request of Samuel Goldfish we are appealing to you to assist us in obtaining federal aid in overcoming German propaganda, which has already decreased the attendance at our theatres 50 per cent," he wired. "The system is to have the teachers throughout the public schools pledge the children not to attend moving picture theatres under pretext of buying thrift stamps. "Kindly call Washington officials' at tention to the fact that we have dedicated our moving picture theatres as temples of democracy for the use of our government through the instrumentality of the Four-Minute Men organization, and the propaganda destroys the value of our theatres as a public forum. ''Incidentally the tax receipts for this district for amusement alone have decreased the past month approximately $125,000. Thirty-two of our theatres have already closed, and many more will close unless some relief is afforded." Vanderlip Protests Move Mr. Vanderlip immediately wrote to C. A. Davidson, state director of the National War Savings Committee in Los Angeles, calling to his attention the seriousness of the situation and its injustice in view of the very vital work now being done by every branch of the film industry in furtherance of the government's war plans. In his letter Mr. Vanderlip said: "Word just comes to me from Los Angeles that there is a movement there in connection with the War Savings campaign to pledge the school children specifically not to attend motion picture shows. "The motion picture men are naturally very much concerned about such a movement as this. I do not feel that it is the sort of movement to be encouraged. I am very strong, indeed, in the belief that school children and everyone else should be pledged to economize to save and to buy War Savings Stamps, but for the War Savings organization to pick out the specific thing to be refrained from is, it seems to me, a mistake. Recalls Exhibitor Patriotism "There is, too, another side to the matter. The motion picture people have been very well disposed, not only toward War Savings, but toward all the government activities, and in many ways have been extremely helpful to the government. Right at the moment many motion picture organizations are offering to carry 'trailers' on all the releases of new pictures for the next three months, and it comes particularly hard when they are co-operating in this way for us to select them as particular ground for economy. "That a child may find it necessary to economize in his motion picture expenditure if he takes a pledge to save, that it may be desirable for him to refrain from such expenditures, is undoubtedly true, but I do not think that we should start a campaign specifically to pledge school children not to go to motion picture shows." A truly rustic setting in "Her Rustic Ro-meo," a Mutual-Strand comedy featuring Billie Rhodes.