Moving Picture World (July-Dec 1910)

526 THE MOVING PICTURE WORLD Chicago Notes. On September 5, 1910, the offices of The Moving Picture World will move to enlarged quarters at 160 Washington street (Post Building), Suite 307. Telephone Main 3145. The Moving Picture World having recognized that Chicago is the Western center for motion picture interests, decided to enlarge its offices and open them as headquarters to all manufacturers, renters, exhibitors visiting Chicago, where they will find a general bureau of information, desks and stationery to write their letters, catalogues, trade papers, photos, views, samples, etc. Everything free to the friends of The Moving Picture World and a courteous welcome at hand. We are pleased to observe that the Lubin films are rapidly gaining in popularity throughout the West, and many exhibitors who heretofore would not show a Lubin are now asking for them. At the Orpheum Theater Lubin's "Shorty at the Shore" was well received and proved to be a regular scream. Mr. Clark, of Rockford, 111., paid a visit to the Windy City this week, and expressed himself as being well satisfied with the business done during the Summer months. Although his theater has a very simple "store front," Mr. Clark claims to have the best patronage of any exhibitor in his city, and he attributes his success to the quality of his pictures and the manner in which he exhibits them. According to his statement, the Mirror Screen with which he has equipped his theater, is worth more to him than the most elaborate lobby. Among other Chicago visitors were Mr. Bommerschein, proprietor of the Lyric, at Streator; W. E. Soles, Vaudette Theater, Woodstock, and Mr. Sullivan, of Elgin, 111. Mr. Pyle, the very popular manager of the Standard Film Exchange, has resigned his position with that company and is now enjoying a well-earned vacation. Upon his return he intends to re-enter the film business, but is as yet undecided as to which particular branch he will take up. The Essanay Manufacturing Company's genial manager, Mr. Kennedy, has resigned his position with that firm. The decision of the judge on the fight pictures is still pending. Aaron Jones and Geo. K. Spoor, owners of the Illinois rights, exhibited the pictures at the Hughes Theater, on Madison street, just outside the city limits, and notwithstanding the distance, the films were shown to capacity houses, as the incessant talk of the newspapers has freely advertised the fight pictures, and perhaps more effectively The Filmlogue Company of America, 315 Dearborn street, Chicago, 111., is putting on the market a new patented frame which should be considered by any exhibitor having at heart the good of his business. The frame is a folding device, with hinges and locks, made of solid brass and protected by a heavy French plate glass. The interior of the frame is made into a sort of cushion on which composition letters, of different sizes, colors and styles are placed in rotation to form the words needed for the program or announcement. By closing the frame, the heavy glass presses the letters on the cushion and holds them firmly in place, from which they cannot be jarred. It is the most practical and the neatest sign offered, and anyone knowing his A B C can make the daily program in a few minutes. The same frame can be used for posters, photos or any other such advertising matters. The frame can be made to hang on the walls of the lobby or placed on easels and as it is ornamental it is sure to enhance the beauty of any modern lobby. The programing of the show is good policy, as it stimulates the interest of its patrons. Miss M. A. Perrin, the talented instructress of the Filmlogue Company of America, left Sunday evening for California, her home State, on business for the above named company. We wish her a very pleasant trip and a safe return. J. C. K. AMONG THE SHOWS. Along Lincoln avenue up as far north as Addison street there are six theaters, two of which are independent houses, the others featuring license realeases. The first in line is that owned by Mr. Geo. I. Wiley and known as Wiley's Theater. The seating capacity here is some 280 and all seats are so arranged as to give an excellent view of the screen from any position in the house. Mr. Wiley's program on the Sabbath is composed of historical and other educational pictures. On week days Mr. Wiley runs the regular releases of the licensed manufacturers. About a block or two farther north lies Hydns' Theater. Mr. Hynds is the manager of this little house, which has a seating capacity of about 200, running licensed pictures. The Hynds' Theater, as the others, are not imposing structures, but they serve the purpose, giving a good exhibition of pictures and are all well equipped with fans and other means of artificial hot weather comforts. The American Theater pays more attention to vaudeville than to pictures, but the two independent reels are well projected and much care is exercised in the presentation. Mr. Yost is the manager of this house and has a fine family patronage to draw from. His house is always packed to the last of the 600 seats and everything js provided for the comfort of his patrons. This is the only house along Lincoln avenue that has a pretentious front and lobby. The Royal Theater, located at Belmont and Lincoln avenues, is a large picture house for this neighborhood. The seating capacity here is 940. A unique advertising noveltv used by this house is a border of the trade-marks of the licensed manufacturers running around the outside of the building in addition to the many posters displayed in the lobby and on racks outside. J. L. Lederer, the manager of the Royal, has certainly built up a wonderful patronage and deserves much credit for his many novel schemes for publicity. CORRECTION. It is a rather hard task to keep in touch with the doings of all the moving picture theaters of a big city like Chicago, as changes are taking place daily. When I prepared the notes on the Swanson Theater, the house was then in the hands of a receiver and everything was conducted on the cheapest scale, a rather poor policy, as, if the house had been properly managed the results would have been more satisfactory to the owners and creditors. I am pleased to state that the receivership has been dissolved and that Mr. Mitchell, the manager, is now putting the house on its feet and intends to regain for it the old well-known reputation. No more old licensed junk is shown, but only the cream from the independent manufacturers. Frames and easels for the posters have been purchased and Mr. Mitchell hopes to have installed by the end of the week his new $400 electric signs, and early in September the painters and decorators will get busy renovating the whole front and lobby. Our best wishes are with Mr. Mitchell and we will be pleased to visit the place when the alterations are completed. J. M. B. SOUVENIRS. On a five-cent admission you cannot give much of a souvenir, and people are becoming more or less tired of cheap little novelties. When the admission is five cents a good plan would be to give a coupon, and upon presentation of a certain number the person receives a premium. For instance, say that with each five-cent admission you give a coupon valued at two cents, when the person has accumulated 50 of them he or she would be entitled to a premium valued at $1, but which would only cost you about 50 cents. This plan would cost you one cent on each admission, while the customer would be receiving a two-cent value. Takita, Ogawa & Co., 166 Lake street, Chicago, have a fine collection of Japanese tea sets, rich vases, etc., real ornaments for the home, that can be bought very reasonably and exchanged for coupons in the above manner. An exhibitor can buy from this firm a set of 12 Japanese cups and saucers for $1, which could be given as a prize to the holder of 100 coupons. When a lady has saved about 50 coupons, she will be very anxious to get the remaining 50, and by asking her neighbors and friends to save them for her she will unconsciously be advertising your theater very effectively. THE PIPE ORGAN. We have always advocated and encouraged good music for motion pictures, as we believed and since have been gratified with the proofs from all over the country, that appropriate music enhances the value of the pictures. A poor actor, who cannot recite his part with the proper expressions, kills a play. It is the same with motion pictures, as they are silent, bad music kills the sentiments, while good sound effects bring out the impressions. While encouraging appropriate music, we have already condemned the use of the pipe organ. A pipe organ is a very good instrument and can be used