Moving Picture World (Jan-Feb 1927)

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oup Equipment Service for ifou '—Jh.eatre Owner^~Baild£r~Stwdk)~' Caboratorij ~ Sxchanqe txecutive —Jam yourJncjle 6ditecL by d'.Van Quren PocuelL o Barnumize Your Theatre and Show Profit HOWMANSHIP is the ability to sell tickets. That’s what made Barnum a famous figure — not cleverness at finding out what the public would like but, rather, the knowing how to get people to come to see what he had to sell and to like the show and be willing to come another time. When Barnum intimated that there is a sucker born every minute he was talking for publication. He knew what you know just as well — there’s a sucker born every minute, but they’re all hard-boiled before they’re christened. Barnum didn’t work on the sucker list alone. He got the hard-boiled crowd, too, and whether or not he convinced them with his curiosities, he managed to let them convince themselves that they weren’t suckers — and won their good will. No exhibitor could last a month if he depended on a sucker list to sell his house. The stunt is to nail the hardboiled crowd. A sucker is probably only a sucker once — when it comes to pictures — and when you’ve won a hardboiled crowd, you’re as certain of profits as an extra is of his ability to play the star part. Make Good Will Load the Till You know best whether you can infallibly prejudge the public reaction to any picture Barnum couldn’t fortell how the public would take his offerings But Barnum did what you can do. He got his public with him He won their good will. Barnumize your theatre by building up in your community a feeling of good will toward it. The United States Supreme Court has defined Good Will as “the disposition of a pleased customer to return to the place where he has been well treated.” Whether the picture he sees directly appeals to him or not, make your theatre carry an atmosphere of good treatment. Modern equipment contributes strongly to this atmosphere. Comfort, convenience, competently handled projection, good music, make a patron feel that he has gotten his money’s worth anyhow — and that was Barnum’s secret. Good Will Can Sell Seats Where Everything Else Fails Get your community into an attitude of friendliness toward you and your theatre. Sell the theatre’s community service, create a community pride in the theatre. Make the theatre and its equipment deserve this feeling and then, if a picture disappoints the crowd, you can still bring them back for another picture. Barnumize your theatre by winning the community’s good will and your advertising will multiply its effectiveness and your seat coverings will all wear evenly. Frank Amusement Co . Is To Celebrate Its Big 7th Anniversary The Frank Amusement Company operating the Plaza and Rialto Theatres, Waterloo; the Majestic and Isis Theatres, Cedar Rapids ; the Orpheum Theatre, Clinton ; the Plaza Theatre, Sioux City, and Grand Theatre, Celwein, will celebrate during the week of February 6th with elaborate programs at all of its theatres, its Seventh Anniversary. The Frank Amusement Company, a subsidiary of North American Theatres, Inc., of which Mr. Frank R. Wilson is president, has been under the direction of its present president, Alexander Frank, since its start in 'February, 1920. Always standing for the best in equipment. MANSFIELD, MASS.— P. F. McDonald, 1G8 Canal stret. Boston, has plans by L. G. Foster. North Main street, for two-story theatre and store building-, 70 by 120 feet. Estimated cost $160,000. ROYAL OAK, MICH.— Center Theatre Company has plans by F. D. Madison, 212 First State Building-, for six-story brick and concrete theatre and store building to be located at Fourth street and Washington avenue. Estimated cost $1,000,000. JERSEY CITY, N. J. — Jacob Fabian, 45 Church street, Paterson, has plans by Fred W. Wentworth, 140 Market street, Paterson, for three-story theatre, store and office building, 120 by 318 feet, to be located at Hudson Boulevard and Pavonia avenue. BROOKLYN, N. Y. — Park Slope Amusement Corporation, Marcus Loew, president, 1540 Broadway, New York, has plans by Thomas W. Lamb, 644 Eighth avenue, New York, for one-story theatre, 184 by 90 feet, to be located at 314-32 Eighth street. Estimated cost $550,000. BROOKLYN, N. Y. — Garned Realty Company, 489 Fifth avenue, New York, will soon take bids for three-story theatre and office building to be located on Ocean avenue and Kings Highway. Estimated cost $1,000,000. MAMARONECK, N. Y.— Larchmont Theatre Corporation, G. A. Powers, 80 Chatsworth avenue, Larchmont, N. Y., has plans by Douglas P. Hall, 405 Lexington avenue, New York, for three-story theatre, store and apartment building, 50 by 80 feet, to be located on Chatsworth avenue. Estimated cost $390,000. NEW YORK, N. Y. — Roxy Theatres Corporation, W. E. Atkinson, vice-president and general manager, 383 Madison avenue, has plans by Walter W. Ahlschlager, Inc., 65 East Huron street, Chicago, 111., for onestory brick and terra-cotta theatre to be THE GRANADA THEATRE FOR SALE Must sacrifice at once, only theatre in La Jolla, near San Diego. New 811-seat, first-run house, 10year lease and equipment at a bargain. Worth $40,000, will take $30,000. Only $20,000 cash down will handle this beautiful class A house, balance terms. Or will sell, with the building and real estate, with 7 stores, 1 bank, 15 office rooms, second floor. Good income. Address Dr. L. N. Isaacs, 208 Balboa Theatre Bldg., San Diego, or care of F. C. Thompson, Trust Officer, Union Trust Co., San Diego-. MOVING PICTURE THEATRE BUFFALO, N. Y. Beautifully equipped. 600 seats. Organ, 3 piece orchestra. Present owner 16 years. Net profits $12,000 annually. Will sell lease at $3000 cash. Hunt, 410 Brisbane Bldg., Buffalo, N. Y. located at 141-55 East 58th street and 731-33 Lexington avenue. SYRACUSE, N. Y. — Marcus Loew, 1540 Broadway, New York, has plans by Thomas W. Lamb, 644 Eighth avenue, New York, for eight-stor'y theatre and office building, 128 by 273 feet, to be located at South Salina and Jefferson streets. Estimated cost $2,000,000. UTICA, N. Y.--Stanley-Mark -Strand Corporation, care Stanley Company of America, 1916 Race street, Philadelphia, has plans by Hoffman-Henon Company, Finance Building, Philadelphia, for theatre and store building to be located at 161 Genessee street. Theatre will have seating capacity of 4,000. AKRON, OHIO — Loew’s Theatre Corporation, 1540 Broadway, New York, plans erection of two-story theatre and arcade building on South Main street. Estimated cost $1,500,000. PHILADELPHIA, PA. — Harry Moskovitz, 1707 North Crosby street, has plans by Hodgens & Hill, 130 South 15th street, for onestory theatre, 74 by 180 feet, to be located at 1710 North 22nd street, with seating capacity of 15,000. PHILADELPHIA, PA. — Fely Brothers, Packard Building, have plans by Ballinger Company, 12th and Chestnut streets, for two-story moving picture theatre, to be located at southeast corner Leverington and Ridge avenues, Roxborough district, to be known as the Levering Theatre. HAMILTON, TEXAS— Harry Boynton, manager of Royal Theatre, has leased Wilkerson Building and will convert it into new home for the Royal. CEDAR RAPIDS, IA. — W. F. Naibert Realty Company, 220 Grandby Building, has plans by Peacock & Frank, 445 Milwaukee street, Milwaukee, Wis., for four-story theatre and office building, 80 by 210 feet, to be located at Third avenue and Second street. Estimated cost $750,000.