Moving Picture News (Jul-Oct 1913)

IN Le Courrier Cinematographique, of Paris, I find the following lines from the pen of Mr. Weiss, of Munich, the correspondent of the Projection, of Berlin. I am pleased to translate the said article for the benefit of the American exhibitor, and there is a personal satisfaction to find that European editors deplore, as strongly as we do, the growing tendency of an abuse of posters. Mr. Weiss says: "At the present hour, where so many critics work for the betterment and uplifting of motion pictures, it may seem superfluous to take under consideration such an insignificant matter like the poster. However, we cannot pass the poster under silence if we wish to give all the importance due to the reform of cinematography. "While the theatres, circuses, expositions and other amusements devoted to pleasure or education are compelled to attract the attention of the public in some manner or another, there is no need to be vulgar. "While the legitimate playhouses are satisfied to have neatly-framed signs, the cheaper places want to make an abusive display of large and ugly posters. It is this bad example that motion picture theatres are trying to follow, and their only excuse to do so is that they are catering to a low-class patronage. "We see, following each other, long strings of posters, showing exaggerated positions, for the sole object to attract attention. It is most of the time some sensational scenes, which on account of their high colors work on the morbid passions of the public. "Is the motion picture theatre really such a low place of amusement to be in need of the deplorable advertisements of the cheap circus side shows? "We don't think so, and the proof to the contrary is that many managers are satisfied to-day to post in front of their theatres photographs of artists and of some actual scenes only. "If the poster is absolutely necessary let us reject, at least, all these loud and sensational compositions which are, in fact, an attempt against the good taste of the public. "The exhibitors who believe that they cannot run their show without such out of place advertisements should realize that the elite of society— and it is just the element we are seeking — will go in preference to the theatres presenting the most attractive and inviting fronts. The patrons do not fall for an entrance hidden under an abuse of posters, some more ugly than the others. "To the casual observer the exterior appearance of a theatre stamps the value of the show. The clean, attractive front conveys the impression that the show is refined, while a dirtylooking front, cheaply decorated with vulgar posters, denotes that the theatre is on the order of a cheap Bowery show. "On the other hand, it is a great mistake to think that the less cultured class is passionately fond of this vulgarity. They look at them for the want of a better display, but try to show them things well done and you will see that they will prefer them to others. "It is absolutely necessary to conduct a motion picture theatre in such a manner as to give it a prestige — which we are sorry to state has. not been observed in former years. A building can, at a small expense, be transformed into a good-looking motion picture theatre and be a sort of ornament to the street, but if it is to be covered with ugly posters it will then be objectionable to the immediate neighborhood. "As the films are becoming more and more perfect, why should we not follow the same line of improvements by giving more decorum to our advertisements?" These lines speak for themselves, and as they confirm much of what has been already said in these pages, I do not deem it necessary to comment on them. Souvenirs have proved a good drawing card, especially for matinees and the dull days, but the drawback with souvenirs is the difficulty to find novelties to please the ladies. The Cosmo Specialty Company, of New York, offers some imitation drawn-work handkerchiefs in three different patterns. These handkerchiefs are such a perfect imitation of the genuine drawn-work as to deceive the eye, and will consequently not only please the ladies but make one of the best souvenirs ever offered in a motion picture theatre. These handkerchiefs will tempt many men to visit a show for the sake to carry home a suitable souvenir to their sweethearts. The prices charged by the Cosmo Specialty Company are very moderate, and should tempt the exhibitor to try to increase his matinees by offering the handkerchiefs. At least a trial will not cost much and will surely prove a good investment. In the line of souvenirs, the Takito, Ogawa Company, of Chicago, have issued a concise circular in which they suggest to the exhibitor to issue a coupon with each admission, said coupons to be collected until the desirable number is secured to obtain an article of real value. For instance, a Japanese vase to cost to the exhibitor $5, but with a retail value of $8, could be delivered on the presentation of 350 coupons. The scheme is good, as when a lady has half of the coupons needed for the desired article she will urge her friends to visit the theatre in question for the sake of getting the remaining coupons. For nearly two weeks the Herald Square Theatre has advertised, through posters in the lobby, slides on the curtain, and heralds distributed in the auditorium, "The Captivating Countess" for Monday, September 29th. The words: "A Wonderful PhotoDrama Presente'd in Nature's Colors," were enough to force many patrons of the theatre to remember the date. About the 24th of the month the manager stopped all the advertisements. On Monday, September 29th, many persons made a special trip to the Herald Square Theatre to see "The Captivating Countess," but were disappointed. It would have been proper for the manager, when he stopped the advertisements, to make a public statement to the effect that for certain reasons the exhibition of this special film had to be postponed. J. M. B.