Moving Picture World (Jan - Feb 1919)

January 4, 1919 THE MOVING PICTURE WORLD 79 i^Cr-'OO^ c^Q>=7? s^siS^^^^SJO^Ovvfc Advertising for Exhibitors Conducted by EPES WINTHROP SARGENT tuMt^)*<ii^MiMiMUMiM(^ Programming. PROBABLY no better example of shortsightedness has ever been given in the history of the motion picture than the handling of Chaplin's "Shoulder Arms." It would seem that practically every exhibitor used the picture, yet few used it to the best advantage. "Shoulder Arms" is beyond question one of the best comedies ever shown. It was clean, clever and fairly jammed with comedy bits. It made money everywhere, but it did not make ni' '.^"money it could because of irr Jt.. nandling. We saw it lately at a neighborhood house. We had seen it on the initial showing, but when it came into the suburbs we took our small son to see it. The house was crowded, twothirds of the attendance being composed ■ if children under twelve. When we went in we were shown the sad story of a young girl who had married an old man for his money. When she slipped her nightie off her shoulder and went downstairs to vamp him, he merely tells her she will catch cold if she is not careful; so she goes upstairs, and later falls in love with a younger man. It was lovely stuff to spread before a couple of hundred kiddies, and their parents had an enjoyable time trying to take the filth out of the plot in response to the demand of "What does it mean. Mamma?" "What's the girl doing, Mamma?" Any person with sense enough to get off the car tracks when a train is coming should know better than to couple such a product of the sewers with a comedy that would appeal strongly to children, not because of the children, but because its presence on such a bill would emphasize to the elders the uncertainty of picture production. It was an error that cost that particular house a lot of money in return visits, and it was such a stupid and inexcusable blunder; yet this house is by no means alone in such criminal carelessness. Half of the houses simply put the comedy on the bill with whatever five-reel feature they happened to have booked. It never occurred to them to match the comedy with material that would second the effect of the comedy; that would send from the theatre the parents of its juvenile patrons filled with the belief that the pictures had indeed made progress. Not all houses had such unspeakable filth as this story of the lady whose amorous desires went unfilled until the close of the last scene, but many offered plays wholly unsuited to the program. In time to come it probably will be possible to book shows. It may be that we shall even come to a return of the old General Film idea of "locked reels," in which the rigid program could not be broken; but if we do, the program building must be done by experts. Until then managers can at least make certain that when they pay an extra price for a trade-builder, future trade will be built and not destroyed by the companion pictures on the program. The Chaplin film made a lot of money for exhibitors; more, perhaps, than any film of equal length has ever made before. It could have done even better in future business had an effort been made to give a program good throughout. U»e Care. Look out for the man who wants to give you something for nothing. We recently printed a warning against a man who was ostensibly selling programs, but who really was swindling merchants under the guarantee of the house manager. The manager gets blamed, and he Is to blame for giving a total stranger credentials to the local men. A Good Display. Here is a recent lobby display used by Harry Pomeroy, of the Holman, Montreal. Note the layout of frames and the manner in which the stills are placed. Also note on the right how the one-sheet is hit up to make a larger display through the amusement section, and the Empress goes into both, using the amusement display to refer to the photoplay section. Two recent displays are each two fives. One space advertises "Wolves of Kultur," and the use of a lot of display type is avoided by making the top line sufficiently sensational to ensure that the entire space A Detail of the Lobby Display of the Holman Theatre, Montreal. use of a painted frame within the display frame. If you cannot do brush work, get odd ends from the paperhanger, particularly paper with large designs, and see what you can do cutting and pasting. You can get a rough air-brush effect with an old tooth brush and some dye, put on before the design is laid down, but it will pay you to try and connect with some local artist. Mr. Pomeroy not only has an artist, but he knows how to show the artist what to do. If you cannot do as well, you can at least aim at the same general idea. Watch for the Soldiers. Watch for the returning soldiers. Make your house the place where they receive their official welcome. Don't try to make money out of it at the moment. Let it simply work for you for future business. Get Ready Now. Get ready now for the Liberty Loan that is coming. Read back for the other fellow's schemes and use them in your own house next time. Working in advance you can save time and money. Doubling Up. The Empress, Kansas City, uses double advertising in some of the papers. These sheets offer both a photoplay and an BOLSHEVISM IN KANSAS CITY? Do you believe that the Hun spies who have recently burned our Stock Yards, fired our wholesale buddings and dooe all other possible damage, have declared an armistice! If you do, read the article entitled Bolshevism in Chicago on the second page of Monday 's Tiroes. Read where ten thousand men and women gathered in Chicago and in the German language criticized our Qovernmeut, our soldiers and sailors, and spoke in praise of the blood stained Bolsheviki of Russia. The hearts of the Hun spies have not changed, and they will now attempt by propaganda to do to our beloved Nation the harm .Lhey could uot accomplish by the sword. DO YOU KNOW THEIR METHODS? If you do, you are an exception; if you do not. you should. You mav learn them in afew brief minutes at the Empress Theater, where the wonderful Patbe serial, "WOLVES of KULTUR," is now beinir shown. Yesterday almost ten thousand of our citizens saw the thrilling first episode of this wonderful film and the seven splendid acts of Pantagcs Vaudeville. The first episode will he shown every afternoon before and after the vaudeville, and every evening for the balance of the week. By all means send the children, that they, too, may learn the methods of these criminal and insidious propagandists-. USUAL EMPRESS PRICES Bargain Matinee*. 10c, 15c and 20c. Which Includes War Tax. A Two Fives from a Kansas City Paper. will be read. Not all pictures will lend themselves so well to a startling statement, but where this can be done, a lot of space will be saved. The second display is devoted to the vaudeville, and is partly house talk. The latter takes up a full half of the space and is good enough to be reproduced in full. It runs: H-A-R-M-O-N-Y. This is a mighty big word when you come to analyze it. Think a minute and see if you realize what an important part harmony plays in the operation of a theatre. One of the necessary elements of properly presenting a pleasing vaudeville show depends on the harmony that prevails between yourself, the performers, stage hands, orchestra and the management. Just go a little further with us along this line of thought and we will endeavor to show how and why you are so well pleased with our shows. Imagine yourself being met at our Box-Office by a ticket seller who had a "grouch," your ticket taken by a door-tender who "hated himself," an usher who made you feel under obligations to her for assisting you in finding your particular seat, and then witness a performance by artists who presented their respective acts in an indifferent manner. Under such circumstances your visit would be most unpleasant. The policy of the Empress is exactly the reverse. We not only present to you the best possible vaudeville that can be furnished, but you will find that the Empress management adds to this kindness and consideration for its patrons and employees and at all times demands that all attaches accord you, and every patron, the utmost consideration in every way that would tend to promote an atmosphere of har