Moving Picture World (Nov-Dec 1923)

December 1, 1923 MOVING PICTURE WORLD 459 National Motion Picture Day Proves to Be Great Success THE industry’s first National Motion Picture Day, which is to be an annual event, proved a big success last Monday. That much is known now, but details of its farreaching scope will not be forthcoming until next week, when the territorial chairmen will report to National President Sydney S. Cohen. Mr. Cohen issued a statement this week in which he said: “The results of National Motion Picture Day are of a most gratifying character, with respect to public enthusiasm in the event and the reports to the national office from leading theatre owners and organizations throughout the country. The benefits of this celebration to the theatre owners and the industry will be manifested for some time to come, because of the Knickerbocker Exonerated Washington, D. C. — The Knickerbocker Theatre Company is not responsible for the falling of the roof of the Knickerbocker Theatre on January 22, 1922, which resulted in the death of 98 persons and the injury of 103 others, umfer the verdict of a jury in the District Supreme Court in three of the many damage suits which have been brought against the corporation as a result of the catastrophe. The three suits covered by the verdict were for $10,000 each, two of which were for indemnity for death and the third for personal injuries. An appeal was noted from the verdict of the court. In his instructions to the jury, the presiding justice pointed out that the theatre was to be held responsible if the jury believed it negligently maintained a dangerous situation which resulted in the damage to the plaintiff. It was the contention of the theatre company that it had accepted the theatre building in good faith from the contractors, following both Federal and District inspection and approval of the structure, and that it had no greater knowledge than any individual of any condition which may have existed and which resulted in the falling of the roof under the heavy weight of snow which caused the crash. good will built up and the increased measure of popular appreciation of the community value of the theatre which resulted from this co-operation of exhibitor and public.” Throughout the nation crowds attended the theatres on National Motion Picture Day, their attention having been forcibly drawn to the occasion by well-conducted publicity campaigns including published endorsements by the governors of states, mayors of big cities, high officials of the federal government and other prominent men and women who heartily aided the cause. In Hartford, Conn., twelve of the leading theatre owners had page advertisements of National Motion Picture Day printed in the newspapers. In the Hartford advertisement, the following important statement, which applies to all parts of the United States, was made : “By impressing upon the public this powerful influence for good, the presentation of wholesome entertainment and its willingness to co-operate with civic and social organizations for enlightenment and uplift, the theatre has received the recognition and enthusiastic endorsement and patronage of the thinking people of America.” It is unnecessary to say that National Motion Picture Day was a rousing success in Hartford and other parts of Connecticut. Joseph W. Walsh, president of the Motion Picture Theatre Owners of Connecticut ; W. A. True, Louis Sagal, Poli Circuit; C. M. Maxfield, Charles Repass and Jacob Alpert were the committee in charge of the campaign. In the Western Pennsylvania district, where the theatre owners had inaugurated a very extensive campaign for National Motion Picture Day, there were a number of added attractions in the theatres, one notable supplementation of the program being the addition of the Musical Club Choral Society with 80 feminine voices under the direction of Charles N. Boyd. This is Pittsburgh’s most exclusive musical and social organization. This chorus rendered several selections at different performances in the Million Dollar Grand Theatre on National Motion Picture Day. A special form of exploitation indicative of the enterprise of the western theatre owners was presented in Denver, Col., under the direction of H. E. Huffman, president of the Motion Picture Theatre Owners of Colorado. In connection with National Motion Picture Day there, the “Bluebird Weekly,” a theatrical paper published by M. F. Lapham, devoted several pages to an endorsement of National Motion Picture Day and urged the theatre-going public to patronize the different theatres on November 19. One element of the appeal made in Denver which is a worth while contribution to the literature of motion picture theatre’s public service is as follows : “The motion picture theatre, synonymous with public service, education and amusement, always has placed its screen at the service of national and civic constructive programs in. war or in peace, and we now ask recognition of this great combination of all the arts, the motion picture.” In the Central West, especially in Ohio and Kentucky, great impetus was given to the observance of National Motion Picture Day through special lines of exploitation in newspapers, billboards and direct contact by letters from the theatre owner to his patrons. Several cities in Ohio, notably Toledo, Columbus, Cincinnati and Cleveland, took action in a combination of all the theatres in the matter of direct exploitation for National Motion Picture Day, and in every instance the response on the part of the public was of the most gratifying character. With the endorsement of National Motion Picture Day by Mayor Magee of Pittsburgh, followed by similar action by the mayors of other Pennsylvania cities, Acting Mayor Murray Hulbert of New York City gave a most pronounced approval of National Motion Picture Day in a printed manifesto which was sent to all of the city departments and published in different newspapers. This led to other developments along the exploitation line in the Greater City and brought to the front one of the most unique evidences of official and public approval of this event in a large parade which was headed by the New York City Police Band. This procession moved up Broadway, Saturday afternoon, November 17, from Twentythird street and then into Central Park. The New York drive was under the direction of a special committee from the Theatre Owners Chamber of Commerce, under the chairmanship of J. Arthur Hirsch, Charles Schwartz, Hy Gainsboro, Joseph Jame, Henry Suchman, J. Alton Bradbury, Sol Raives and Clarence Cohen. In the New York Sunday News of November 18 a complete page was devoted to National Motion Picture Day in which National Education Commissioner John J. Tigert and others told of the wonderful advantages of National Motion Picture Day. National Motion Picture Day will remain a definite institution among the theatres of the United States and will be celebrated annually. Claim Added Strength (By wire to Moving Picture World) The decision of the United States Supreme Court that the combination of motion picture companies to restrict distribution of films violates the Sherman Anti-Trust Law confirms the view of the Federal Trade Commission and will operate to strengthen its investigation of Famous PlayersLasky Corporation, et al, according to a report from the commission at Washington, D. C. The commission does not figure in the enforcement of the antitrust law, but works under the law and under provisions of the Clayton Act, which was passed by Congress to supplement the Sherman law. Last week the commission completed the taking of testimony in Los Angeles and the respondent* now are to present their *ide of the case. The first hearing for this purpose will be in Jacksonville, Fla., but the date has not been set.